We don't try to be everything to everybody. We know where our strengths and weaknesses lie and so we focus on doing just a few things really, really well. Read on to learn more about what we do best.
Most companies can benefit from some level of SEO, but SEO is a broad field and it can be a challenge to determine exactly what you should be doing.
It's important not to jump into the SEO process without a solid understanding of your customer's buying cycle and where and how they search online. This involves far more than simple keyword research, although that's certainly a part of it.
We start by identifying your target customer and getting an understanding of their buying process, how they search online, etc. Then we identify your major competitors and the best approach to improving organic search visibility that's in line with your business goals and budget.
The result could be anything from basic technical improvements to in-depth keyword research to a full-scale content marketing campaign.
Technically, content marketing includes any content you create, whether video, print, radio, or text, with the purpose of attracting, qualifying, and nurturing prospective and current customers.
That's a broad definition and we don't do all that stuff. Instead, we focus on content that does two things: 1) Improves search engine rankings, and 2) Improves conversion rates.
This is incredibly important nowadays, here's why: The ultimate goal of any search engine is to return the best results that match whatever search query you entered. By truly understanding the intent behind a given search query, and crafting content to match that intent, you give searchers what they want, which gives search engines what they want. The end result is you get what you want: better organic visibility. Not to mention the secondary benefits of creating great content: more social shares, links, brand awareness, and positive customer sentiment.
This content could be in the form of text, images, video, or some combination of those - the key is that it gives searchers what they want better than the competition.
Perhaps the most important key to all this is tracking performance. Do you know what content is most effectively contributing to form submissions, phone calls, or sales? It's not enough that content ranks, it must be contributing to the bottom line or else you end up creating content for the sake of creating content.
There's a big difference between running a PPC campaign and running a well-optimized PPC campaign. Google makes it incredibly easy to get going with AdWords, but it's significantly more difficult to pull the maximum performance out of your campaigns.
Very much like SEO, it starts with an understanding of the customer, their buying process, their desires and objections, and how they search and browse the web.
Also like SEO, to squeeze out maximum performance requires an understanding of the intent behind given search queries. When someone searches "birthday party ideas" do you send them to your birthday party supplies page or do you send them to a page with awesome birthday party ideas? If you do it right, the latter will get you more clicks, leads, sales, etc, for less cost.
We regularly take over PPC management and double or triple performance. Take a peek at our case studies for more.