5 Ways to Make Your Website Stand out in the SERP’s

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We’re used to turning to Google search for all our online needs and questions. With over 40 thousand searches processed every second, it’s clear why showing up in the SERP’s (Search Engine Results Pages) can be valuable for a business.

Most people stick to the first page of results for any given Google query. That’s where your website ranking becomes essential – you want to be at the top of the results for your preferred keywords. Depending on the industry, market, and keyword, that can turn out to be difficult. However, it doesn’t mean that improving your ranking is impossible. Here are five ways to make your website stand out in the SERPs:

1.    SEO Optimization of Content

There’s a reason why SEO optimization is considered necessary for web marketing. Writing your content so that it provides value while being structured around the keywords your prospects may use in a search is the top strategy for improving your website ranking. The best part about it is that it’s continuous: once you post your content, it will work 24/7 to bring more leads to you. It’s crucial to get this right if you want search engine visibility. Google puts a lot of emphasis on quality, relevant content, and the best SEO practices ensure your website meets those requirements.

2.    Faster Website Loading Times

Another thing that affects how high your website can climb in the rankings is its loading time. It’s not crucial when it comes to Google algorithms, but it certainly makes for improved user experience. If a website loads quickly and efficiently, that can affect the conversion rates positively. And with Google’s mobile-first indexing, it’s also important to make sure your site can load quickly on all devices. Become mobile-friendly, optimize your images, and don’t use plugins you don’t need.

3.    Good Title and Meta Tags

Creating an SEO website is all about making it easy for the crawl bots to index. Title and meta tags help Google figure out what your site is about, and how relevant your content is. Both are visible in the search results, and they also help people determine whether your page has the information they seek. Most people pay attention to the title but neglect the meta description which is also essential. Make sure it describes what the content on the page is about within 300 characters.

4.    Content Sharing Options

Including content sharing options on every page is easy to overlook. Even though it’s not a direct Google website ranking factor, shareable content improves engagement, which can get you more visitors. Make sure you include social sharing buttons that will help your content to be found more comfortably.

5.    Schema Site Markup

There’s been plenty of discussion on whether using a Schema.org site markup helps an SEO website rank better. Some web marketing authorities claim that it does have an effect based on their internal data, although the evidence isn’t conclusive. However, even if it doesn’t affect ranking directly, using a markup can help your conversion and click-through rates.

The downside of relying on SEO is that it can take months to see the results. If you want your digital marketing efforts to come to fruition faster; contact me. I’ll be happy to discuss your marketing strategy with you and help in any way I can.

Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.

Traditional Marketing Vs. Digital Marketing – Pros and Cons of Each

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Depending on the unique needs of a business, any style of marketing can bring favorable results. However, that does not mean that anything works. To indeed make the most out of your marketing budget, you need to learn the benefits and drawbacks of different types of marketing.

Business owners who are just starting their marketing efforts often wonder whether they should invest in digital or traditional marketing or both. That’s an interesting question because there are distinct pros and cons to each. Let’s have a look at some of them.

Traditional Marketing Basics

Many marketers will argue that this type of marketing has seen its day. In many instances, they would be right. However, advertising your product or service through non-digital channels can still yield good results. Newspaper, flyers and radio and TV ads all still have their audiences – it’s only a question of whether your business can make optimal use of them. Consider the following pros and cons:

Pros of Traditional Marketing

  • It’s easy to reach a local audience – for companies which only target the locals, advertising through traditional channels can bring good ROI;
  • Hard copies that linger – any flyers, newspaper ads and the like remain for the prospect to review again, or they can keep it until they need it;
  • Easy to understand and access – when there’s no need for internet, your message can reach those prospects who don’t use it.

Cons of Traditional Marketing

  • Lack of ROI (Return On Investment) metrics – the most obvious drawback is not being able to measure how many people an ad brought in, which leaves you unable to tweak a campaign so that it can attract more people;
  • It’s often expensive – sometimes an advertisement in the newspaper or on the TV can be too expensive, especially for a local business;
  • Less engagement and focus – you can’t target a specific audience or engage them – you’re just providing information in hopes they will buy.

Digital Marketing Basics

On the other hand, advertising through digital channels brings you plenty of options. If you have an internet presence and your prospects are aware of it, you’re almost always better off doing online marketing. There are a lot more advertising channels to choose from, too, which means it’s easier to create a marketing strategy that would fit your business needs. Let’s have a look at the most prominent pros and cons of advertising digitally:

Pros of Digital Marketing

  • ROI tracking – whether you opt for SEO, PPC ads, content marketing or email campaigns, you’ll know exactly how many people you’re bringing in with precise digital metrics;
  • Cost-effectiveness – it’s often cheaper to advertise digitally, and easy to make a strategy work with your budget;
  • Laser-focused audience – with online marketing you can dig deep to define your target audience and have your message only reach them;

Cons of Digital Marketing

  • The possibility of negative feedback – everything is public and widely available to broad audiences online, including any negative feedback your products may get;
  • You may need to hire an expert – with online or website marketing. You’ll get the best results if you know what to do, or if someone else who does know, handles your campaigns;
  • Strict search engine rules – if you’re unaware of how online marketing works, primarily related to search engines and visibility, your efforts won’t pay off.

Whichever marketing strategy you choose, you’ll likely see the results after some time passes (4-6 months.) If that’s too long to wait for you, give me a call, and we can talk about providing you with quicker results.

Rob Dunford is a Marketing Consultant in the Great Toronto Area with over 20 years of experience in implementing marketing plans for small businesses.