Digital marketing for service companies in the GTA can be a very power way of generating new business. Improved website presence with new content driving your search engine optimization (SEO) can make a big difference in your new client development efforts. I have worked with service companies from many sectors and these companies have had an excellent return on investment (ROI) for their digital marketing spend.
The breadth and regular posting of content on your website determines the visitors who will find your site through search.
Content is still King! Long Live the King!
After all, your content is why people are visiting your site; what will help you achieve your on-line marketing goals. Whether they be gaining credibility with existing or new clients, generating leads, downloads of whitepapers, collecting email address for drip marketing or whatever your motivation for creating the web site in the first place.
The most valuable areas to maximize the benefits of any content you put on your site is to:
Last post I wrote about your web sites on-page visibility and this week I want to dig deeper into the meta and title elements (tags) on your site.
According to Wikipedia, “Meta Elements are tags used in HTML or XHTML documents to provide structured metadata about a Web page. They are part of a web page’s head section. Multiple Meta elements with different attributes can be used on the same page. Meta elements can be used to specify page description, keywords and any other metadata not provided through the other head elements and attributes.”
Industry experts agree that your “on-page web site optimization” (aka on-page SEO) contributes up to 30% of the value that is ascribed to getting your web pages listed on page one of the search engine results page (SERP). Page one is the ultimate goal for every business owner I speak to in a day. So I thought I would break down “on-page optimization” to it’s basic parts. Today I’ll cover how visible your web site is to search engines and common errors to watch out for.
On-page optimization refers to everything on your site that you can control and therefore having a properly functioning site signals to the search engines that you have invested the right amount of time and resources to show you are a site that deserves a visitor. You should have an approximate idea of how many pages are contained on your site.
MacRAE’s Marketing (the company where I spend most of my wage earning hours) consults with companies every day about the best way to spend their on-line marketing dollars. When our client has the patience to wait for organic search to find them (can be 5-8 months away or longer), I always recommend creating a list of primary keywords that will drive web site content production and a list of secondary keywords that content creators should keep in mind when writing a web site page or a blog posting for their site.
Keyword creation refers to compiling a list of individual words and multi-word phrases (2-6 words usually) that will guide the content creation for the site. Of paramount importance in keyword research is balancing the keywords you think people will use in their search, with discovering what people are actually searching. There are many tools to help you in this task. Google AdWords has a keyword creation tool that, once you enter a list of keywords and phrases, will tell you