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How to Choose a Digital Marketing Company

There are plenty of digital marketing companies out there, but how do you go about choosing the best digital marketing company? Here are some of the most important factors to consider.

 

How Does Their Office Look?

Consider the overall atmosphere of the office. Do the employees seem happy, or do they seem cranky? This is important to consider because an unhappy employee is more likely to abandon your project, and you’d have to hope that they have a replacement who is just as skilled.
 
 

Are They Being Transparent With You?

Pay attention to how they answer your questions and if they ever give you suggestions about how to accomplish your goals. Are they just saying “yes, we can do that” to all of your questions, or are they presenting you with different options for success? A team that doesn’t just answer yes to everything will likely be able to help you discover better ways of reaching your goals.
 
 

How Long Have They Been Around?

This is an important question to consider for many reasons. One, the digital marketing industry is always changing. Many of the latest bleeding-edge strategies are still relatively new concepts, or the ideas have been built upon extensively in recent years.
 
During your search for the best digital marketing company, you may find that many companies haven’t been around for very long. That’s not necessarily a bad thing, but it’s still important to know how to differentiate the rubies from the duds. One way to do this is to look more closely at the people running the show – the company’s key personnel. How long have they worked in the industry, what do they specialize in within the digital marketing industry? Most importantly, do they have the background knowledge and skill needed to execute your project successfully?

 

Have They Worked With Clients in Your Industry?

Ask them if they’ve worked with clients who are in your industry. You should not necessarily expect the clients’ names from them, but you should be able to get some work samples. And if nothing else, they can share their stories of successful marketing campaigns with you. If they do have clients in your industry already, then that’s a good sign that they have knowledge about your line of work. Another good question to ask is if they’ve worked for any major companies. If so, that’s another good sign, as it shows that some of the big players trusted them enough to handle their marketing strategy.
 
You are free to ask any questions you like about their past work, but don’t feel put off if they can’t reveal certain details about past projects – they’re likely just protecting their clients or adhering to an NDA.
 
Company meeting everyone smiling and laughing, happy

How is Their Work Quality?

Speaking of the company’s work, let’s talk about quality more specifically. Their low prices might initially attract you, but what’s behind those rosy prices? Are they indeed a knight in shining armor, or just another bandit out for a quick buck? The point here is that the quality of their work is the most important thing to consider. Look at their website, look them up on Google, and check out their social media pages. Looking at the company’s self-promotional marketing materials is a fine thing to do, but what’s more important is to see a portfolio of the work they’ve done for their clients.
 
 

How Do They Speak With You?

How they interact with you is important to consider since you’ll also be building a relationship with the digital marketing company you choose to go with. Are they using a lot of technical jargon to try and make themselves sound smarter than they really are? Or are they going with the common sense approach of explaining technical words so that a prospective client can understand them? A digital marketing company that takes their time with you to explain everything will be much nicer to work with.

 

Where Are They Located?

This is one of the biggest determining factors for how much their services will end up costing you, so it’s an important factor to consider. Prices can go higher or lower depending on location. For instance, an agency on the West or East coast will likely charge more than an agency in the Midwest.
 
In the end, it’s usually better to work with a local digital marketing company. With a local company, you’ll likely have meetings at least once a month (or at the very least once per quarter). Therefore, the location of the company can be essential to consider in terms of logistics for meetings. Although, it depends on how often you’ll be meeting. If you’d like to have frequent meetings, then take that into consideration so it will be more convenient.
 
If you’re considering a digital marketing company that isn’t local, then that’s fine too. After all, we now live in a much smaller world thanks to technology connecting us all together. Video calls will be very useful for holding your meetings, and it’s the second-best way of getting to know the people you’ll be working with.

 

Set up a Timeline of Goals and Milestones 

The purpose of doing this is mainly so that everyone’s on the same page and stays focused on the same goals. Furthermore, along the way, they will surely need specific informational assets from you, so the timeline will remind you to provide them with these so that they can meet your deadlines. Also, you can request progress reports that include relevant data showing the current progress of the project.

 

Conclusion

That just about wraps up all the key points you need to know when searching for the best digital marketing company. In the end, this advice is more relevant if you understand what you require for your digital marketing strategy. You should at least have a budget in mind. Any company worth working with will explain to you what they will be able to do with your budget and whether they can make it work or not.
 
If you’re comparing digital marketing companies and are curious about how we do things here at Salt Rank, you can contact us on our website anytime or by phone at 816-533-4417. We look forward to hearing from you! 

 

How to Use Google My Business Effectively

Google plays a significant role in the success of hundreds of online businesses and companies today. Gone are the days where large tarpaulins and newspaper ads influence your physical store’s sales and customers. Now, you need to establish visibility in the world wide web, specifically on Google, for your business to thrive.
 
Most online enterprises know that to gain targeted visibility, your company must:
 

  • Create social media campaigns.
  • Create and optimize their website.
  • Do SEO or search engine optimization techniques to rank high in search engine results pages.
  • Develop media relations.

 
These are just four of the many methods out there that you can use to broaden your virtual reach. But as the market becomes competitive, you also need to step up your game.
 
One way to do that is to create a Google business listing or a Business Profile by making a free Google My Business account. Yes, you heard that right. It’s free!
 
Here is everything you need to know about Google My Business and how you need it to optimize your Business Profile.

 

What are Google My Business and Google Business Profile?

To be clear, Google My Business and your Google Business Profile are two different things.
 
Your company’s Google Business Profile refers to your business listing on the website. It is the one that appears on Google’s search engine results page and Google Maps whenever an individual searches for your company.
 
ANYBODY can create a Business Profile; it could be the business owner, a random internet stranger, or an automated business listing generator. Google just needs the business’s name, location, category, and voila–a Business Profile is made.
 
Once a Business Profile is up (whether you know about it or not), consumers can then leave reviews and comments about the business, ask questions, answer queries, and even add photos. Further, it can include any information that Google pulls in from websites across the world wide web.
 
For business owners, having a Business Profile without their knowledge can be quite horrific. Anyone can put anything in there, even misleading information and answers. Prospective customers and loyal ones may search your business and see the unruly information and photos on Google. One look at it, and they may decide to look for another store that seems more legit and responsive.
 
So, how can you solve this nightmare? By creating a Google My Business account. A Google My Business account will give you access to your Google Business Profile. You can customize, enhance, and optimize it to boost its visibility and effectiveness.
 
As with traditional SEO, your listing should include specific keywords and phrases so Google can pick those up and feature your business on the SERP’s first page, preferably at the top. 
 
Google search showing Google profile on listing

4 Ways to Optimize Your Business Profile Using Google My Business

Now that you can access everything in your Business Profile using Google My Business, it’s now time to optimize it to convert more customers and boost your ranking. Here are four smart ways on how you can do that.

 

 1. Complete Your Business Profile

Consumers search for a specific business or shop because they want to know more about it. So, do them and your business a favor by meticulously filling all and every section of your Business Profile.
 
This includes your store’s basic information like its name, address, contact details, website, and operation hours. Some sections need more time to complete, like your products, services, and pricing, while others need to be updated on an ongoing basis like posts, reviews, and questions.
 
A complete Business Profile allows you to rank higher in local Google search results. Further, it lets customers know more about your business. It will serve as a basis for them to choose your store over hundreds of others because they saw the 5-star rating other consumers left on your Profile.

 

 2. Perform SEO

Besides websites and pages, Google also ranks Business Profiles. Use the right keywords and phrases to fill your business info, and Google will place you within its top 3 results once users search for a targeted keyword.
 
Here are some smart tips on how you can perform local SEO for your Business Profile effectively:
 

  • Make targeted information. All information you put in your Business Profile is important–your “from the business” description, answers to user queries, review responses, updates, and posts. So, make it worthwhile by incorporating relevant keywords (that you want to rank for) into these sections.
  • Provide quality information. Complete your Business Profile and make sure to provide quality information on all of them. Keep everything up-to-date and accurate. Tell Google that your business is active by frequently publishing posts and recent photos through Google My Business.
  • Build trust. You can build trust by rendering excellent services and encouraging your customers to leave an honest review.


 

 3. Get Reviews and Respond to Questions

Customer reviews highly impact the choice of other consumers. A business listing with 4-star ratings and great reviews will likely get picked rather than those without reviews.
 
Google also knows this; that’s why they also consider customer reviews and ratings in ranking Business Profiles. 
 
So, start encouraging your consumers to leave a review and solid rating. You can do that by:
 

  • Simply asking them to. Research suggests that 62% of customers will leave an honest review when asked. So don’t hesitate to do so through email, text, or in-person conversation.
  • Make it convenient by sending the review link to them or posting it on your social media accounts and website. You can also generate a QR code and post it in your physical store.
  • Respond to reviews, even to the negative ones, so customers will see how transparent you are as a company. Also, this is an excellent opportunity to include relevant keywords in your responses.
  • While you’re at it, make time to answer user questions and queries. Bring them the information they want because, more likely than not, it’s one of their deciding factors in choosing a store.

 

 4. Review Key Insights

Lastly, do not forget to check the Insights sections in your Google My Business dashboard. It provides you with the analytics part of your Business Profile. There, you can view customer actions (e.g., the number of users who visited your website or clicked for directions) and local SEO performance.
 
Further, you can see what keywords or queries were typed by users to find your business listing. Also, you can view how your photos and profile are faring against other competition.

 

What to Look for in an SEO Provider

SEO Is Essential for Your Business

Around 90% of people only go through the first page of Google search results. What does this mean? It means if you can find an SEO company that knows what they’re doing, they have the potential to help your business reach new heights.
 

How to Find the Right SEO Company

Finding the best SEO company can be more complicated than it appears at first glance. The first page of Google is full of companies that claim to be the “best SEO company in x location.” 
 
Unfortunately, it’s hard to find a company that lives up to its promises and without breaking Google’s rules with bad SEO (which would ultimately hurt your business). 
 
So here’s how you can find the right SEO firm for your business:
 

  • Rather than relying on Google to make your pick, talk with your friends and business partners to find the best SEO firm. 
  • After you’ve narrowed down your choices, evaluate whether you’ve set clear goals.
  • Next, create KPIs  (key performance indicators) to measure those goals.

 
Choosing a firm that knows how to effectively communicate regarding your KPIs is crucial for a long-lasting and effective partnership.
 
The most important thing though is don’t mistake SEO for a buzzword. SEO is a process that can make or break your brand. So it’s essential to find the right SEO company. Let’s go into more detail about how to do that below:

 

 1. SEO Is Not Easy

SEO is difficult, which means it’s often misunderstood. This misunderstanding can lead to less knowledgeable people talking about it in abstract terms – as if it’s magic. If anyone claims that they have a unique insight into Google’s algorithms, or if they heavily emphasize the mystique surrounding SEO, then they are probably not honest actors. 
 
Good SEO practices require the following three things:
 

  • In-depth knowledge of how the search engines function
  • Attention to detail
  • A willingness to adapt and make constant changes. This is necessary because Google’s algorithms shift on a near-weekly basis.

 
Also, taking shortcuts such as cloaking, purchasing links, and stuffing in keywords will result in search engines demoting your site. These techniques are known as Black Hat SEO and they violate the search engine’s rules. When Google’s bots learn that someone is utilizing these methods, they lower the website in the search rankings, decreasing the amount of organic traffic the website receives.

 

 2. Layout Clear Goals and Choose a Firm That Can Help You Accomplish Them

First things first, don’t hire an SEO firm if your only goal is “increasing organic traffic.” Organic traffic can come in many different forms, so increasing it doesn’t automatically mean your revenue will increase. Ranking for unrelated search terms won’t do your business much good, either.
 
To avoid any unintended results, you and your team should plan out exactly what you’re looking to achieve with SEO. Here are some common goals: 
 

  • Do you want to boost your product sales by ranking for specific keywords? 
  • Or are you trying to reduce your website’s bounce rate and increase conversions? 
  • If it’s about increasing ad revenue, then would you prefer to have a wider audience or a more tight-knit community that spends more time (on average) on your website? 
  • Or perhaps you want to build your own social media following, create sponsored content, or engage in other activities that go beyond just SEO.

 
Regardless of which SEO firm you choose, be sure that you know what you’re looking for and the services you’ll need in order to succeed.
 
Woman sitting down on smartphone

 3. Find an SEO Firm That Aligns With Your Goals

After you’ve laid out your objectives and limited your choices to just a few firms, you’re almost there. You must ensure that the company you work with can clearly map out your progress along the way. In other words, what is your definitive end goal for ranking for those particular keywords?
 
Before settling on an SEO firm, it’s essential that you and the company are both on the same page with your KPIs. These metrics can be applied to nearly any part of your business. They can also refer to different aspects of SEO. For instance, a business with the latest product will have different goals than an older business with a more established customer base.

 

 4. Prioritize the Right KPIs

Speaking of KPIs, they can go much further than is necessary. Basically, it’s easy to get lost in all that data if you don’t narrow down your focus. And you don’t want to waste time and resources tracking the wrong KPIs. Therefore, it’s essential that the SEO firm understands the most valuable metrics for your business and condenses the data into easily digestible information. 
 
Here are some KPIs that are important for most businesses:
 

  • Page loading times
  • Website cleanliness (Google Bot crawling)
  • Ranking of different keywords
  • Conversion rates
  • Organic traffic

 

 5. Ensure That Your SEO Firm Is a Good Communicator

While you should have access to the same tools that they use to measure KPIs – Google Analytics, SEMRush, Google Search Console, etc., you still probably won’t have the time to analyze all available data. That is why you should work with an SEO specialist team you can trust and easily communicate with.
 
There is more to KPIs than that. Basically, there is an abundance of data that’s easily available to you, so it’s easy to get lost in it and waste time tracking the wrong KPIs. What this means is that it’s essential for your SEO firm to understand what metrics are most important for your business. That way, they can present that information to you in a way that’s easy to digest.
 
Remember that SEO is a long-term process, which means you could be working with this firm for many years. Even if you intend for the partnership to be a short or temporary thing, meeting your organic website traffic goals will still take patience, time, and a good working relationship.

 

 

 

 

 

How to Prepare Your Digital Marketing for the New Year

Digital marketing has drastically changed this year due to the COVID-19 pandemic. As we approach another year, you need to note these changes and consider them when charting your new digital marketing game plan. By looking at the critical facts and anticipating another wave of possible changes, you will be closer to implementing the best marketing strategies.
 
Planning takes a lot of work, and implementing is even more difficult. But with your wise decisions supported by carefully considered factors, you are for sure on the right digital marketing path. In this post, you’ll get to see how marketing evolves on a strategic level and what specific trends you need to look out for next year.
 
To develop an effective plan, contemplate how your short-term goals can influence your business in the long run. Focus on the importance of statistics, research, trends, and data to grab opportunities when strengthening your digital marketing strategy.
 
Here are a few tips on how to prepare your digital marketing for the new year:
 
 
 1. Determine Your Goals and Objectives

Knowing what you want to accomplish ensures that you won’t get lost while achieving your objectives. Marketers are more likely to get stuck at a certain point when there isn’t a clear set of goals and objectives.
 
Evaluate the results of your annual performance and use them to create a more effective plan and strategy. Since digital marketing is evolving quickly, what may be good and useful today can quickly become outdated and not work at a future time.

 

 2. Provide a World-Class Customer Experience

Customers keep on coming back when they have a seamless experience with your service. This helps you build a positive business culture, making people feel important and satisfied. But the question is, how can it be possible to gain customers even without convincing them?
 
The answer to that question is the quality of service you will provide. With that being said, you have to make sure you keep an eye on website optimization first.

 

  • Make access convenient and friendly – More and more people are using mobile devices. When it comes to searches, you have to make sure that your website allows mobile viewing.

 

  • Add a chatbot to your website – Chatbots are available anytime to answer queries from customers. It has been proven to be very efficient and cost-effective.

 

  • Optimize voice search – This is another convenient way to help customers with their concerns. It is practical and helpful, especially for busy people who have no time to do text-searching. It would be best to have an updated Google My Business profile to ensure that your business is optimized for voice-based search. An updated GMB profile means your business will be included in Google results.

 

 3. Widen Your Social Media Presence

Get a feel for what resonates most with social media audiences by publishing a compelling set of topics. It is challenging to boost your social media presence when you don’t have many followers yet. This limitation can be remedied because there are tools for different platforms to help you spread the word about your business. These include tools such as Facebook Insights and Instagram Stories. In Facebook Insights, you get to know the statistics about your posts’ interactions. You can then determine where your audience comes from. Meanwhile, Instagram Stories are perfect for showing customers why you have a relatable brand.
 
Another way to reach your target audience is to hire influencers. Look for influencers who have followings that are likely to be interested in your products and services. These influencers don’t need to have millions of followers, as it won’t be cost-effective. Micro-influencers are best for this arrangement since they have a hold on a specific market niche.
 
Digital marketing team looking at computer and one person pointing at laptop screen

 4. Increase Traffic Using Quality Inbound Links

Inbound links are backlinks or hyperlinks that connect one web page to another. Link building is a great way to improve search engine ranking. Never overlook the importance of an inbound link if you want to rank on search engines and be at the top spot. Just always remember that what counts here is the quality of inbound links and not quantity alone. An authoritative or recognizable website can help you meet this goal since most people trust a reputable website that produces high-quality content. High-quality content is considered such when it’s relevant, unique, and creative.
 
 

 5. Consider Video Advertising

Videos are compelling when they have creativity. It can influence and persuade many people about their buying decisions. Having a video advertisement gives you a chance to tell your story and build a connection with prospective clients. The cost can be high when producing videos but rest assured that the benefits will exceed the expenses when it fulfills its purpose.
 
 

 6. Consider the Effects of Adblockers

Ad blockers filter out advertisements, whether it’s paid or organic. Many internet users rely on these blockers to avoid being bombarded by multiple ads. Given that, if you are running a pay per click campaign, users surely won’t see your ads. Regardless of how well designed and intelligent your marketing strategies are, it’s of no use when people won’t see them. To resolve this, you need to think of another way to reach your target audience by exploring other marketing channels. For instance, email marketing will bring you closer to your prospective customers. In this highly personalized method, you obtain a higher return on investment and reach a wider channel.
 
Marketing tactics are changing, and the best way to keep up is to be incredibly flexible. In order to become successful, there’s a need to adapt to change and be open to continuous improvement. The methods you have created during a calendar period might not suit the new trends in the next calendar year. So, don’t settle too much in your existing strategies. Try to assess and, if necessary, reinvent. The progress that results from well-planned digital marketing drives the whole industry forward.
 
Need help managing your digital marketing efforts? Reach out to us today and learn more about how Salt Rank can help your business grow online!

Help Your Business Succeed With These 10 Quick SEO Tips

Amidst this coronavirus pandemic, many businesses have now opted to go on online platforms since physical distancing is strictly implemented. 
 
Many stores have been closed since it is not cost-efficient to keep them running due to the limited number of customers, and the bills just keep coming. So, it is better to set up your website and make the necessary transactions online.
 
The first thing to know in setting up a website is advertising your page. With millions of pages up and running today, it is challenging to make your website known and visible to the public. To help improve your website’s visibility, you need to know about SEO or Search Engine Optimization. 
 
Basically, SEO increases a website’s traffic by raising the possibility of being seen by a search engine, using keywords in your website content that matches a keyword search. If your site is fully optimized, it will increase the possibility of showing up first in search engine results, thus gaining you more customers and popularity. 
 
Knowing these SEO tips for small businesses will surely help you start your path in the online market:

 

 1. Decide on the Type of Website

There are many types of websites used by businesses. Your website can be an online shopping site, a service provider website, a publishing website, etc. Also, having a website name related to what type of business you are doing helps in getting a match in keyword searches.

 

 2. Use Significant Keywords in Online Content

As you fill up your web page with different content, you may also need to add several statements or paragraphs describing your page. It helps to use keywords related to your business in these paragraphs so that the search engines will also capture these keywords and put them up in search results.
 
Also, make sure to write original content. Duplicate content from other web pages dramatically decreases your chances of showing up first in search engine results. Be sure to write original and unique content for your website with the right keywords to attract your customers.
 
 

 3. Add Keywords in Image Captions

For business websites that are selling products online, images are the most critical factor in selling your product. Since the customer may be wary of the actual quality of the product, it is vital to provide high-resolution images of the product.
 
One of the most essential things to do is adding captions to these products with the right keywords. If properly done, your product will be one of the first images to show up in a search engine result, if you match the search result’s keywords. This will also add more traffic and views to your website. The product description must always be clear, without any unnecessary words.
 
 

 4. Make Sure to Put Significant Keywords in Links

Your website will have a unique address, for example, https://www.searchenginewatch.com/2016/04/13/30-quick-and-easy-seo-tips-for-small-businesses/.
 
This is an example of a good website link. A search for “SEO tips for small businesses” will inevitably lead the customer to this website since the link has keywords matching the search result.
 
If you can predict what the customers will input in the search engine, you can use that to your advantage and try to match your website link’s keywords to the most common keywords used by the customers. 
 
Also, avoid using shortened links composed of random letters and numbers since it will be hard for the search engine to match it with the keywords used for the search.

 

Salt Rank SEO Keyword Research Content SEM

 

 5. Link to Related and Relevant Websites

At first, your website will start off small and will be limited in visibility. To further expand your network, you can start by adding links to your page to other more prominent websites. It may be hard at first since it will benefit the other site at first, but once you get a few clicks to your own link, you will start to get more traffic, and it will show up more in search engine results.
 
Make sure your link looks as trustworthy as possible since there are too many malicious sites trying to bait customers into clicking their links. We also advise you to post your links only on trustworthy and reliable websites.
 
 

 6. Improve the Usability of Your Homepage

Your homepage will be the first to greet your online customers. Make sure that it is user-friendly and appealing to the eyes. Make sure to include all the necessary keywords in texts so the search engine can quickly locate your website.

 

 7. Write Articles on Product Comparison

Many customers are always comparing which product is better as they browse through the internet for product reviews. Making articles on product comparison is a great way to capture the interest of customers, especially on products that are trending and are the latest on the market.
 
By using keywords such as “Which is better,” “vs.,” “product comparison,” “what to buy,” etc., you can ensure that the search engine will show your articles in the results, thus redirecting the customers to your website.
 
You can also add links to the articles for online buyers if they want to purchase your product. This is also a great way to increase your sales.

 

 8. Always Write New Blog Posts

There are websites with blog sections containing topics about their products and other related matters. Adding this section to your site will provide you more chances of hitting a match in search engine algorithms and therefore increasing the traffic to your website.

 

 9. Use Proper Header Tags When Designing Your Website

Search engines such as Google often show a small preview of the website at the top of the search results. This preview will help the customer decide if visiting the site is worthwhile or not. If you properly structure your website using header tags, it will be easier to attract the customers to your website since you can easily show that you have what they are looking for.

 

 10. Consult With an SEO Expert or Learn It Yourself

Many people who are just starting in online businesses have no idea what SEO even stands for. To be successful in the world of online businesses, one must be fully equipped with knowledge on how to conduct their business online. For new business owners, it may be better for them to consult an SEO expert if it is their first time transitioning to online platforms.
 
Many websites have increased their sales just by knowing these SEO tips for small businesses. It is important to take every advantage you have in this competitive world of commerce.

 

Why Optimizing Your Old Blogs is Important

Maintaining a blog can be taxing at times as trends on the internet change every single day. What’s in last month may be old school in the present. Consequently, what was previously generating you hefty prices might be getting stagnant now. This is why you need to know how to optimize old blog posts

 

Optimization is the key to achieving success in terms of reachability to your target customer or audience; however, coming up with brand new content for current blogs may be time-consuming to do. It may also cost more due to the manpower and research that goes with it. Then, after all the effort you’ve put in, it just gets little to no traffic.

 

Historical Optimization may help you save time, money, and effort wasted in creating new content but with the advantage of spending less on all the mentioned factors. This inbound marketing strategy involves updating or revising your old content to get more traffic and attract more clients. If you’re skeptical, here are some points to convince you about the importance of incorporating Historical Optimization into your business blogging routine: 

 

 1. It Costs NOTHING

Generating new blog posts and all your time spent formulating ideas and data costs money.

 

However, rewriting old ones costs you zero cents and can even give back tons of traffic, which means potential profit for you and your business.

 

All you have to do is update any outdated details in your blog. This includes:

 

  •       rechecking for accuracy concerning the current date when it’s going to be posted
  •       updating or adding new images
  •       optimizing keywords
  •       updating internal links
  •       adding subheadings
  •       reconstructing readability if necessary

 

You just have to revise and update the entire content piece for better timeliness and relatability. Afterward, you can keep track of how it is doing by calculating its conversion rate. If it does not perform any better, you can always improve the above steps mentioned. It will only cost you effort, and not a single penny, so it’s always worthwhile. 

 

 2. How to Get Started

In a report made by HubSpot, they concentrated on knowing what exact keywords people use in searching for posts they are looking for specifically. After figuring out the keywords that ranked highest for such topics, they used it in their past blog posts to boost their reach and searchability.

 

This resulted in them having an increased conversion rate of 240 percent per post, which encouraged them to do the same for their other 12 posts. The results produced a double number of leads compared to what they initially generated.

 

Using this technique not only allows you to increase your post’s traffic but also lets you find organic and sincere clients that may soon be paying customers, as your post comes up with what they are exactly searching for. 

 

Salt Rank Computer Blog Notes 

 

 3. It Gives You the Right Amount of Content

Readers can only read a limited amount of content per day. Some may even be content with reading only on a blog post about a certain topic. Optimizing old blog posts to be relevant again in the present may allow your content to be on top of the search engine and reach your target audience without you having to churn out as much content as possible.

 

The supply of content gets too overcrowded while at the same time, the demand is static. Constantly reaching out to the audience with new content might just be seen as inappropriately fitting into a huge crowd. Through historical Optimization, you’ll gain no wasted effort and time from trying to leverage new content. It lets you settle with just the right amount, with the maximum possible conversion.

 

 4. It Maintains Relevance

Change is constant, and with every tick of the clock, the content market is getting stricter. Statistics show that over 87.6 million affiliated blogs are published through WordPress each month. Given this strict competition, it might sound impossible or like too much hustle to constantly come up with top-performing content.  Strategies improve, tips and tricks differ, and niche trends vary. But one thing is for sure, meeting your current audiences’ taste means going with the flow of relevancy. Who would rather waste a second on content that is not timely? To retain relevance, you can do the following historical optimization techniques: 

 

  •   Refresh content from a few months, or two years ago. High-performing blogs from this time bracket might just need a little shine on them to regain their sparkle. Since they are not that old yet, they require lesser historical optimization. Just sprinkle a few up to date details.
  •   Lengthen shorter content. Short but concise might have worked well for you a year ago. Still, your previous content might have benefited from more information now. Perhaps, the list of top airbrush makeup products last year only reaches five, while a newer number is introduced now. You can provide those updates and provide more value to your audience.
  •   Update year-specific posts. Posts with a year in their title generate high traffic because, of course, of relevance. But while they might serve as effective prize pigs, they grow dusty quickly too. Fortunately, it won’t take you a single sweat to optimize them. For instance, your blog titled “Why Invest in Real Estate in 2019”, might still have the same possible details in them, and thus, it only needs a title to revamp. 
  •   Add valuable keywords. In-depth keyword research is the key to improving your SEO potential. By finding out the most valuable keywords for your content, and optimizing their density, you can regain value with your post and possibly rank up in the search engine results. 

 

Takeaway

Learning about Historical Optimization may boost your business and blog posts interactions and engagements, albeit using the simplest tricks available. At Salt Rank, we believe that every business has a chance to grow and be marketed in an impactful and meaningful way. With us, you can discover efficient marketing and SEO programs that can take your business to the next level. 

How To Capture Company Diversity With An Online Marketing Agency

For a long time marketers all aimed at attracting WASPS: white anglo Saxon protestants. This strategy used to make sense because they made up most of the consumer market. In 2020 that approach is not only outdated but potentially harmful to your business. Perhaps it’s time to seek an online marketing agency to ensure that you are reaching a full spectrum of new business.

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For starters, it ignores the changing demographics of the United States.

In 2019, millennials made up the largest generation in the United States and around the world. They are also entering their prime spending years, and this represents a golden opportunity for marketers everywhere.

Millennials today are the most diverse generation ever to exist, so narrow targeted campaigns will no longer work.

Inclusion is also a key value of this generation, and a significant 70% said that they wouldn’t consider a brand whose promotions and offerings weren’t diverse enough if there was another alternative.

What this means is that marketers today must embrace a concept now known as diversity marketing.

We’re going to give you an overview of diversity marketing from the perspective of an online marketing agency, strategies that you can utilize in your marketing efforts, and some examples from companies and that have used it correctly.

Diversity Marketing Definition

Diversity marketing refers to any marketing campaign that recognizes the differences within subgroups of people. These subgroups include age, gender identity, ethnicity, religion, sexual identity, disability, and so on.

You can go into even more segmentation through sorting them by weight, marital status, job occupation, education level, income, and you get the idea…

In short, diversity marketing means hyper-targeting your marketing campaign in order to connect with the largest variety of people within your target market.

When Should You Do Diversity Marketing?

When you’re starting out your business or brand, it’s ok to have a very focused business persona. However, as your business grows, you’ll need to reach out to a wider range of customers in a genuine manner. If your message is shallow, then you’ll experience poor results in your marketing and possibly incur other negative side effects. Here are some examples of those negative side effects:

  • Offending your target customers. If you aren’t diverse enough or come across as ignorant, then you risk offending your potential customers and possibly current ones as well. For example, addressing a group of people in the wrong way is a common mistake that businesses make.
  • You can lose out on potential customers. With diversity marketing, you can make your target audience feel like you know them personally, which will help you gain their trust. They can also relate to your brand better that way too.
  • Change can be difficult. Going from a non-diverse approach to a diverse approach isn’t easy, but the longer you wait the harder it will be to pull off. And as time goes on it will become harder to explain when your competition is going full steam ahead into diversity marketing.

The time is now to put diversity marketing into practice in your digital marketing strategy. The question is how do you do it? With these tips of course! Here are some simple ways that you can capture company diversity with your online marketing.

Market Research is a Necessity

Market research is a key step in diversity marketing, especially with an online marketing agency. The US population is more diverse and outspoken now than it has even been before. Companies are also discovering the internal advantages that diversity brings, including increased productivity, more innovation, and a better company message.

Diversity looks at all of the following (and more): race, age, disability, religion, sexual orientation, and gender identity. So to be successful, you must understand your target audience and how your brand fits into their lives. There’s just as much to learn from failed campaigns (like the ones from Pepsi and Visa) as from the successful ones.

So how can market research help you incorporate diversity into your digital marketing campaigns? In the following ways:

  • Lets you know about potential problems before they infect your wider campaign. For example, are you going to use a Spanish ad translation? If so, then have a native speaker look it over and make sure that your translation isn’t offensive or inaccurate.
  • Allow for a review of images. Pepsi learned this lesson the hard way with their protest ad featuring Kendall Jenner. It’s always a good idea to get an outside perspective before allowing an image or ad to go viral (in a bad way).
  • Prevent disaster. Be careful not to get stuck in your company bubble. If you don’t get any outside opinions or ideas, then that will lead to stagnation and failure in the long run. Additionally, if you’re surrounded by people who already know your company, product offering, and brand, then you’ll be at greater risk of making errors in judgment.

Don’t Cut Yourself on Too Much Edginess

So you’d like to run an edgy campaign. Well, that’s not necessarily a bad thing. Doing something different from your competition can certainly send you to the top. However, you should always have a voice of reason in your campaign sessions who can bring up some key questions.

So with all that in mind here’s how you can embrace edginess AND diversity in your ad campaigns

  • Outside perspectives should be welcomed. Make it a point to hire outside consultants or remote workers to get some honest opinions and viewpoints.
  • When trying to birth new ideas, bring as many different backgrounds, and ethnicities into the discussions as possible.
  • Your ultimate goal should be empathy. Your customers should be able to relate with your ads despite (or perhaps because of) their edginess. However, you should use caution and make sure they aren’t condescending or offensive.

Some examples of good ads following these principles are the Coca-Cola “America is Beautiful” ads, and any ads by Apple, which is a company that is leading the way in utilizing diversity marketing.

Test Your Ads

The last step is to test your ads on small groups. Run A/B test ads before starting your full-blown digital marketing campaign.

Remember, the more testing you do, the more sure you’ll be that your message will align with your target audience’s values.

Contact Salt Rank today for more information on how an online marketing agency can help implement diversity marketing for your small business.

How Can SEO Improve Business?

You’ve likely heard countless times that SEO is an invaluable digital marketing method. However, even if you have a basic understanding of its importance, you might still not have a solid enough grasp to use it to its full potential. Salt Rank is a well-oiled and diverse SEO agency and digital marketing company that aims to educate clients.

SEO is made up of multiple elements, and understanding what they are and how they work is the key to understanding its overall importance. To sum it up, though, SEO is important because it increases the visibility of your website, and thus the traffic and sales.

SECONDARY BENEFITS

-create brand awareness

-position yourself as an expert and authority in your field

-build relationships with potential customers

So, let’s talk about SEO and everything you need to know about it to succeed in today’s digital world.

The Key Aspects Of An SEO Agency

Keywords

The days of keywords being the only thing that mattered in SEO are over. However, that doesn’t mean that they aren’t still hugely important. The way that keywords differ today is that they must be chosen carefully to fit the content on the page. In other words, they must be relevant to the page’s content. But first of all, what is a keyword? It’s simply a phrase that your target audience would use to find your products or services. You can use them to help your potential customers connect with your website and your business.

Content

Good content is essential for SEO because it’s the vehicle that carries the rest of the techniques. Think of it this way: your customer needs a vehicle to reach you online (your content). It needs to be the right kind of vehicle, though, meaning that it has to be content that your target audience would be interested in. 

For example, if your website is about cooking, then you would need to write blog posts about different cooking recipes, cooking techniques, cooking stories, nutritional information posts, etc., you get the drift. 

If you write good content and follow the right SEO techniques, your blog posts would come up first in the search results, thus allowing you to start building a relationship with prospects by presenting them with valuable information. 

If that person wanted to try a new recipe, your blog might be the first one that comes to mind. If you’re going to have any hope of succeeding with content marketing, then your content has to be interesting, shareable, relevant and engaging. 

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Off-Page SEO

Off-page SEO is exactly as the name implies; it’s SEO practices that happen away from your website as opposed to on-page SEO. The primary way that this happens is through building up backlinks to your website. These are links from other websites (preferably high authority websites) that tell Google that your website is trustworthy and useful enough to garner backlinks from other relevant websites. 

There are several legitimate tactics for getting backlinks for your website. Some of the most popular methods include guest blogging, giving shoutouts to influencers in your content, and creating highly sharable infographics.

Local SEO

The importance of local SEO is increasing, along with the usage of mobile devices. Today at least 57% of searches are done by mobile devices, including tablets and smartphones, and at least half of those are done with local intent. 

This means that, for example, a local restaurant can attract customers using local SEO techniques. For instance, if you’re a seafood restaurant, then ranking for “best seafood in [city], [state]” would be highly desirable. 

Other techniques for implementing local SEO for your business include: creating pages for your business on all of the different Google apps and websites (Google Maps, Google+, Google My Business), creating different website pages targeting different local keywords that you want to rank for, and finally, claiming directory listings.

Search Engine Marketing

Search engine marketing, or SEM, refers to paid advertising. It includes many different options such as display ads, pay-per-click (PPC), Google AdWords, Google shopping ads, social media ads, native ads, and the list goes on and on… 

While it’s not an essential component of SEO, it does still have its place in directing highly targeted customers to your website. 

The Importance Of SEO 

In case you need more convincing about the importance of SEO, the following points should help hammer it home:

Gain Visibility And Rank Higher

Visibility is a crucial function of SEO, and it’s directly correlated with your ranking in the search engines. It’s an especially critical factor when 1/4 of all web users never click past the first SERP.

Gain Traffic To Your Website

This is one of the main objectives of SEO. Ranking number one or in the top 5 results are the key to this. Nearly 33% of clicks go to the top search result, and the first 5 results receive 75% of the total clicks.

Grow Your Authority

This is a relatively new metric that search engines are now using. In the early days of the internet, authority didn’t matter, but it matters now more than ever before. The simple reason is that there are just too many websites these days, and the authority metric helps to narrow down the list of websites that have a chance of ranking. 

Give A Better User Experience

This is a side effect of creating good SEO, which is another reason why SEO is essential these days. Great content + good on-site SEO = a good UX (user experience). One example of good on-site SEO is having a website that’s responsive to all types of online users, including mobile users, desktop users, and laptop users. 

Grow Your Business

In the end, it all boils down to this. An SEO agency will help you to achieve all of your business goals. When an agency and a client join SEO forces, magic can happen in:

-building stronger relationships with your audience

-creating a better experience on your website for your customers

-increasing your online authority and helping to gain the trust of new visitors

-bringing more people to your website

-giving you an advantage over your competitors

-increasing sales and conversions

All of this results in creating a more loyal customer base as well as producing long term growth for your business.

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What are the Best Digital Marketing Strategies on SEO

Whether you are running a business in Kansas City or running a business anywhere else in the world, you know the importance of having an effective online advertising and marketing strategy. An integral part of any digital marketing strategy is Search Engine Optimization (SEO). 


What is Search Engine Optimization?

SEO is a collection of tools and techniques that help your website to rank higher in search engine results, thereby putting your site closer to the top of the search results, driving more traffic to your site and hopefully more business.

SEO used to be about adding keywords to your site for search engines to find; now, it is so much more than that. It has now become a highly involved strategy that often requires so much time and attention that many companies are hiring website designers and marketing experts for support.

Creating Your SEO Strategy

As the online marketing industry and SEOs, in particular, are continually evolving with the application of new technologies and changing user behaviors, standard practices come and go in the blink of an eye. Trying to plan a successful online campaign without SEO, though, will likely keep your business from ever reaching its full potential. As your business is ever-evolving to keep up with trends and market demands, so too much your SEO strategy. You must be continually monitoring and adjusting so that you ensure that your business is not falling behind. So here are a few things to consider when planning your SEO strategy:

  1. Know your target market – SEO today is not about just grabbing as much web traffic as possible. You want instead to be attracting high-value visitors that are interested in what you offer and hence, more likely to convert. In terms of demographics, you need to figure out what your target market is searching for. How are they performing those searches? Where are they located? The more specific and detailed your information, the more valuable your information for SEO planning will be. One tool to assist you with this is Google Analytics.
  2. Mobile devices are big – The mobile market has exploded, surpassing desktops years ago. This means that the majority of your customers are completing searches only using their phones. Hence, optimizing your website for mobile users is critical if you want to rank well in search engine results pages. An excellent tool for helping you to evaluate your website as to the ease of use for mobile phones is to enter your site’s URL in Google’s Mobile-Friendly Test.
  3. Don’t neglect other search engines – While Google is a massive name in the search engine market, with a considerable share of the market, there is still a significant portion of users using other search engine sites to complete their searches. Make it a point to review how your website stacks up on other search engine sites. All it may take is something little, and your site can get a significant boost in ranking.
  4. Know how your market is searching – When search engines were new, consumers had to create very broad search requests in an attempt to find what they were looking for. Searches like “take-out Kansas City.” Now, as search engine technology has changed, people feel more comfortable typing in things like, “where can I go for Chinese Food in Kansas City?” These changes in user habits, while subtle, can have a big effect on which keywords will be best suited to bringing valuable traffic to your site. Instead of focusing on what keywords get you the most traffic, try and focus your keywords on the traffic that will translate into the most conversions, revenue and overall profits.
  5. Design your website well – A well-designed, user-friendly website, with interesting, relevant and easy-to-find information is key to boosting your traffic and conversion rates. Each page should be built around keyword themes so that search engines can easily index your site and rank you higher. Positive behaviors from site visitors (like time spent at your site and conversion rates) are your best bet for improving your ranking. So, make sure that you are keeping your content natural and focuses. Avoiding business jargon and keyword stuffing helps to ensure that users that click on your site will not be left unhappy, which will hurt your ranking.
  6. Develop relationships with other businesses – When other business links to your website from theirs, search engines consider that to be an indicator that your site contains valuable content. While having dozens of links from low-quality sites used to be all it took, technology has developed here as well. The value of a link to your website also depends on the quality of the site that links you. So, developing partnerships with other related but different businesses, where links for each other are posted on both sites, can help you with improving your own site’s ranking. Just a few links from other high-traffic quality sites will do wonders for your ranking.
  7. Take advantage of social media – Just as search engines are continually evolving their technology, so too is social media. What was once merely a platform for basic communication has become a highly profitable marketing channel. Many users begin their searches on social media and will make their way to your website from there. So, by keeping your social media site active and up-to-date, with engaging and personalized content, you will be attracting more people to your profile and, hence, your website.
  8. Analysis, analysis, analysis – When looking to plan or update your SEO strategy, analysis is the key to determining what will work best. Start by tracking the most important website metrics and set a baseline performance for your site. Make one or two small content changes and see if you notice a boost in your site traffic or your site rankings. Avoid making too many changes at once or making unrelated changes simultaneously, as that will make tracking your results pretty much impossible. You want to be able to keep track of what was responsible for improvements in your site’s traffic and conversion rates, as well as keeping track of which changes did not work.

These are just a few of the possible tools and techniques that you can use to devise an SEO strategy. Contacting a local online marketing firm in Kansas City can give you a big head start into developing the best campaign for your business, as well as the continuous monitoring and adjusting that all good online marketing campaigns require.

Easy Tips You Can Use To Generate Leads Using SEO

For online marketing in Kansas City, lead generation is key to the success of your business. However, many people find that their attempts at lead generation don’t work. If you are in the same situation, you have probably wondered, what am I doing wrong?


The answer is usually pretty simple. You likely have not used SEO (or search engine optimization). If you are not using it, you need to start right now.


Applying SEO to your website will make it more relevant to your customers. Meaning Google is more likely to show it to them. You’ll be much more successful if you apply SEO when you do online marketing in Kansas City.


Don’t get intimidated by SEO! Here are our tips for your SEO lead generation strategy for your online marketing in Kansas City.

Find the Right Keywords

Without keywords, Google is going to have a hard time knowing when to show your website. One strategy is to use keywords that are often searched for but then you’ll have too much competition. Choose keywords for your niche audience that have a somewhat lower search volume.

Look at What the Competition’s Doing

Backlinks are links to your site from another site and show Google that you’re a trusted source. You can help build authority by having reviews of your business or product on other websites, someone referencing a blog you wrote, or social shares.

Create a Responsive Website

More and more people are using their mobile devices to perform searches and look up websites. Some estimates put the numbers at 60%! Your customers will leave your website if it’s hard to read on a mobile device. Make sure your website has a responsive layout to adapt to any screen size.

Don’t Ignore Your Online Listings

Make sure you claim your business in online directories. This is especially important if you’re a local business. These are opportunities to market yourself and drive traffic to your website.

Your Location is a Keyword

If you need people to walk through your storefront or office to make sales, use your location as a keyword. Your website will show up for people in your local area. They can work with you, unlike someone across the globe seeing your website.

Get Positive Reviews

In a market with so many choices, most of us rely on reviews to make our decisions. It goes without saying that your customer’s experience is your number one priority. However, after you provide that great experience, make sure you ask for reviews. The higher your ratings on trusted review websites, the more customers will seek you out.

Create a Blog

Blogs are a great lead generation tool. They give your customers relevant information and show your expertise. Optimize your blog with SEO for the best results.

Guest Blog for Others

Guest posting is writing a blog post for a blog in a resource your audience trusts. It helps build your trustworthiness. All you have to do is offer to write a blog for someone else’s website. These collaborations can be one time events or ongoing.

Optimize Images

Since Google can’t actually see your images, you can use Alt tags to describe an image to Google. This makes your images show up in searches and provides another way for people to find you.

SEO Lead Generation Strategy

SEO should be a vital part of your lead generation strategy. We hope you can use these tips to up your SEO game. Need more help with your online marketing in Kansas City? Contact us, and we can work with you with SEO and lead generation.

Let’s talk about your business

Please let us know how we can help your business. You can shoot us an email, call us, or connect with us via Social Media.