This is a repost from Greg’s old Search Simplicity website which no longer is active.
This is a repost from Greg’s old Search Simplicity website which no longer is active.
Greg used to run Search Simplicity, a website dedicated to SEO and other online marketing topics. This is a repost from a guest post he added to his site back in the early Fall of 2014.
The author’s views below are entirely his or her own and do not reflect the views of Search Simplicity
Can Stock Trading be Applied To Local SEO?
In the world of trading financial instruments, such as stocks, many market participants like to time their entries and exits using charts.
A common phrase used to describe the advanced study of using charts in the financial markets is called “technical analysis“.
The big question is, “What does that have to do with local search engine optimization?!?”
With the underlying assumption (presupposition) that most local businesses don’t care much about “branding”, and instead just care only about new leads/prospects/phone calls/walk-ins and e-mails, a basic principle from stock trading technical analysis can help you get those new leads and phone calls rather quickly from the search engines.
This principle goes to the core of what SEO was founded upon: keyword phrases.
In stock trading technical analysis, there is a principle called “Multiple Time Frame Analysis“.
Multiple Time Frame Analysis means nothing more than looking at a particular stock symbol or index (like the S&P 500) on charts, representing different time frames.
Doing so allows the market participant an opportunity to develop at least one (or more) competitive edge, in order to profit. The typical “time frames” for any stock or index are as follows:
You are welcome to look at some of the various stock trading websites and stock charting software packages to get more familiar with these types of chart representations.
Remember that you are looking at the same stock (or index) at the same point in time, just represented in different time frames; and each may give you reason to buy, sell, initiate a “short” position (attempting to make money when a stock drops in value), or be “flat” (not have any position).
The lessons from the principle of multiple time frame analysis can be applied by anyone into Search Engine Optimization (SEO), including local SEO.
For the remaining of this article, let’s use the example of a competitive market, something similar to; Real Estate Broker in Lexington Kentucky (a major city) – (called “CITY” for the rest of the article) or very large suburb.
We can determine if, nationally, there is demand in the search engines for specific phrases related to any particular industry.
We then can assume that a certain %percentage% of people in the local metropolitan market will use the same keyword phrases to look for similar phrases, but at the local level.
Here is how the stock trading time frame charts principle could be applied in a similar manner:
1) YEARLY CHART = the major keyword which would be “Realtor CITY“.
All participants (the Realtors themselves and the clients they help find new homes, plus independent lead-generation companies) are aiming for this keyword.
It’s going to be highly competitive and, even if you reach the first page in (Google) the organic search results, you could possibly drop very quickly, depending on how solid your rankings are and well they’ve been optimized.
Nonetheless, by ranking on page number one, you’ll likely be generating LOTS of highly targeted leads, in a relatively short time frame.
Assuming that the Real Estate Broker has decent search engine visibility, a professional attitude, and does a great job in customer service then he/she may expect a certain percentage of the new customers to become repeat customers.
Follow-up methods such as email marketing, social media marketing, or other methods to keep the Real Estate Brokers name on the minds of (clients) home buyers, could generate repeat business or even a snowball of consistent, referral business.
This is just one very small perk of being in the top spots of Google!
2) MONTHLY CHART = a modification of the word “Real Estate Broker“.
This could be “24 hour Real Estate Broker CITY”, “local Real Estate Agent CITY”, “licensed Real Estate Agent CITY” or any other similarly targeted search phrase , which has lots of demand (according to the Google Keyword Tool/Planner or other search engine keyword demand estimator).
You won’t have as much demand for this keyword at the local level, but the conversion rate (if you rank near the top) is very high.
Most people wouldn’t type in “24 hour Real Estate Broker CITY” or “licensed Real Estate Broker CITY” unless they have a specific reason for doing so.
The odds of the Realtors website (or other web property like YouTube video, Facebook page, Google Plus page, Yelp listing, etc.) generating conversions, are pretty good here.
Going after business-to-business (B2B) phrases works here as well such as “Real Estate Agent CITY”.
3) WEEKLY CHART = a sub-niche of the industry which has lots of demand nationally.
For example lots of people go to the search engines to type in phrases related to certain aspects of Real Estate, like “home buyers”, “luxury homes” or “houses for sale”.
While there LIKELY will be (not necessarily) less demand for “buy cheap house CITY” than “Realtor CITY”, the person searching likely will convert into a phone call or e-mail.
It is then up to the person answering the call or e-mail to make the prospective customer feel enough reassurance and confidence to use the Real Estate company.
The niche (industry) you’re involved in doesn’t matter.
4) DAILY CHART = low-demand, high-margin aspects of the industry. In the plumbing industry, certain plumbers are licensed and experienced with high-margin needs such as foundation plumbing testing or backflow prevention.
There likely won’t be much demand for “foundation plumbing test CITY”, but the competition against that keyword likely won’t be very high.
The margins on what that phone call could generate a pretty impressive (!), so it might be worth doing some basic Local SEO for keyword phrases like these.
5) INTRA-DAY CHART = esoteric aspects where there is some demand and/or modifying a keyword with a brand name. For example, in the plumbing world some customers want a plumber who specializes in a particular brand of water heater.
They actually may type in “BRAND water heater repair CITY” or a similar phrase.
There isn’t much demand for these phrases, but they do have high “buyer intent”.
For the “Daily Chart” and “Intra-day Chart” type of keywords, you likely won’t need too many inbound, high-authority/quality links to get respectable rankings.
In these cases, make sure that the words are visible to the search engines (e.g. readable text and not just words in an image file) and take care of your basic on-page SEO efforts.
Place the new content on a new page or an existing page that can be accessed through the sitemap and navigation menu, or at least through properly-structured internal page linking.
Continue to earn quality links to your website’s home page and main inner pages, like Greg recommends.
You then will want a few social mentions of the page(s) with the new content such as the brand names and/or high-margin sub-niches.
Mix up Google Plus, a Facebook share, at least 1-2 Tweets for the URL and a few others like: Pinterest, Stumbleupon, Delicious, Reddit (if appropriate for your industry), etc.
If the sub-niche is a new service (or product) being offered by your company then you may consider an online press release as it would be justified at that point.
For the “Weekly Chart” type of keywords, you will need some quality links. If you have an official business address, citations always will be great to have as long as they are on high-authority web properties.
Some quality Web 2.0 properties, with unique content and relevant images and/or videos, should be a solid play. You also can get links from a quality private blog network.
Yes, a REAL private blog network like Greg recommends… not one advertising itself for everyone in the world to join!
For the “Monthly Chart” and “Yearly Chart” major keywords, you will likely need a combination of really good on-page SEO optimization, high quality local citations, high quality links, a strong social media presence and social sharing signals, mentions on local websites (e.g. the local chamber of commerce directory and the BBB) and some properly-constructed tiered link building. Greg’s suggestions for tiered linking in 2014 (and into 2015) should be sound for you to pursue.
When it comes to these high-competition phrases, you can consider it a “win” if one of your other web properties ranks as long as it has a link to your website and your phone number.
For example, if one of your YouTube videos or your Yelp page ranks # 1 for “plumber CITY” then consider it a win even if it is not your own website ranking. Use some of the profits generated from the new customers to purchase more authority links and create some terrific unique content.
You also could purchase relevant websites or expired domains that have a clean backlink history AND search engine authority (Moz Domain Authority, Majestic Trust Flow, AHREFS Domain Rank, etc.).
Then convert those into value-added websites/blogs with links pointing back to your website, YouTube videos, Facebook page, chamber of commerce directory listings, etc.
Be sure to mix up the link text (called “anchor text”) using each grammatical version of the keyword no more than once or twice. Also include lots quality links that have as the text:
Please note that you are NOT subject to a fixed number of five different types of keywords like the stock chart time frames (i.e. yearly, monthly, weekly, daily, intraday).
The big picture is to understand the core principle. All it means is that you are not mandated to go after only 1-2 major keywords.
Since a local SEO effort is designed, first and foremost to keep the company’s phone ringing each month, be sure to get inside the mind of the customer.
Use the multiple time frame/stock chart principle as a shortcut to help make the phone ring by addressing the main reason someone looks up a local business category in the search engines in the first place: the prospective customer has a problem and is looking for a business to provide a solution.
Keeping that in mind, take some time to understand (and quantify if possible!) the types of problems that encourage someone to go the search engines in the first place.
By addressing those problems/solutions on your website and other web properties, AND by “playing nice” with the search engines by not over-optimizing or spamming your website, you will be one of the few companies in your metropolitan area to take legitimate steps toward letting the search engines help make your phone ring with new customers or clients.
If you would like more information on this topic then you are welcome to contact me with your questions.
The “multiple time frame” core principle will be the same, but the actual process may vary depending on the type of new local customer or client you are seeking.
If you are a local business owner then you know that the bigger picture is that all online marketing actions (SEO, social media, pay-per-click, etc.) should focus on a few things:
A local business often faces a series of challenges when it wishes to grow and expand. One of the biggest challenges is to enter a new geographic where it has no physical presence, even though the business knows that it can fulfill customer demand for the desired product/service.
There are over 20 online methods which can be considered by any local business owner wishing to grow and expand into a new geographic area. Not all are “search” related, and these methods MAY be beneficial to your business.
You are welcome to review them and then filter them to which are most appropriate by:
Over the upcoming series of posts, you will become familiar with the basics of the 20+ methods.
Today’s post will cover the first method:
Traditional Local SEO
Please note that some of these principles may refer to something called “Parasite SEO” or “Next Best SEO“. That is where you rank another web property other than your main website for the desired keyword. Such a “parasite” property could be:
Traditional SEO And Its Core Principles
Even though this post is about reaching new geographic areas, a brief history on traditional SEO needs to be discussed. If you do not understand these, then you risk being “left in the dark” and have significantly-lowered chances of ranking in the search engines for the towns in which you wish to expand.
You also risk spending WAY too much money by making basic mistakes!
Traditional search engine optimization is based on several principles. Those principles drive the need to consider the strategy as a viable marketing option because it can help make the phone ring, get new walk-in customers, or get new e-mail subscribers/social media followers.
Those principles are:
Do people today make buying decisions from online properties OTHER than the search engines? Yes they do. There can be business review sites, social media sites, classified ads and other properties which can generate new business; and to say otherwise would be wrong.
Does a number one organic (free) ranking, however, still help you increase the odds of increasing profitability? Most certainly! This is because you are providing what people are seeking (e.g. a solution to their problems).
Why It Is More Difficult To Achieve The Same Outcome (A # 1 Ranking) Than In Previous Years
Ranking your business’ website (or your client’s website) however is significantly more challenging than it was even just 3-4 years ago. The actual hard costs to anyone doing the marketing likely are much higher than they were from the 2009-2011 era.
Many of the reasons for this cost increase stem from the various Google Panda/Penguin (and other) search engine algorithm updates. Here are just a handful of reasons why the costs went up and the difficulty to earn a # 1 ranking became much more challenging:
A Helpful Acronym To Remember When It Comes To Online Marketing
All of the above, and much more, force a quality SEO professional (in-house or third-party) to understand better how to make a company’s website meet three basic measurements. The acronym you are welcome to use can be “A.R.T.”, “T.A.R.” or “R.A.T.” Those three measurements, at a “birds eye view”, are:
Why Does Google Need All Of This?
The reason why Google – and any other major company in the internet search/social media industry – need to have so many hurdles and filters now to earn a # 1 ranking? The primary reason is that they are publicly traded companies (see here)!
They need to generate revenues AND beat quarterly analyst estimates just like any other publicly traded company. They assume that the harder they make it for the average business to earn a # 1 organic (free) ranking, the more likely that business is to resort to spending money on the paid advertising platform (e.g. Google AdWords).
That is the primary way that the search engine makes its money. Remember that making a search is free to you, so they have to monetize each page somehow!
Pay-per-click advertising is a very viable strategy, and it will be discussed in a future post for local businesses. Companies, however, which were used to getting traffic from the search engines – but had search rankings drop – typically “stampede” into pay-per-click in an attempt to make their phones ring. With any new marketing strategy, however, they are going to make mistakes and likely overspend.
Guess who benefits at that point? That’s right, the search engine or social media platform!
That makes reaching their quarterly earnings estimates a lot easier!
The search engine companies have to make institutional investors (mutual funds, hedge funds, etc.) want to invest in internet companies as an industry overall. They also compete for dominance within the industry itself. Each search engine company (and social media company) wants mutual funds to consider its company to be the leader (from an investment standpoint) within the internet company sector.
All of this means is that they need to gain institutional investor market share on two levels. To do so, they need to make their OWN platforms the most “Authoritative, Relevant, and Trustworthy” that they can. By doing so, each attempts to convince the average searcher to use their platform exclusively over all of the other options… and hopefully click those paid ads on each page!
“Thanks For The History Lesson…. But What Does That Have To Do With The Website I Want To Rank?”
Even though all you care about is using the search engines to help you expand your business into a new geographic area, please consider re-reading the above history. The reasons why I recommend this are:
If nothing else, you also may be able to refute easily the false promises of the multitude of SEO solicitation calls and e-mails you get each week! Use the above history to shut them down. Hopefully, you will be removed from the contact lists of the substandard online marketing companies just looking to trap you in some kind of unhelpful, long-term contract.
Expanding Your Geographic Reach
With all of this history, here are some simple ways to make it possible for your website to gain exposure in a new geographic market. For this, you will want to achieve as much Authority/Relevance/Trust as possible regarding the new geographic area:
Wrapping This Up
Thank you for taking a few minutes out of your day to read this post. I hope that you now understand a bigger picture of search engines, from the perspective of the search engine company.
Remember that by doing so, you likely can:
Feel free to contact me if you have any questions about how a deeper understanding of this big picture can help your business grow by, hopefully, making the phone ring with new customers or clients!
A recent conversation came up in the online marketing community about the effectiveness and benefits of press releases for SEO (search engine optimization) purposes. With so much “clutter”, and with any small business able to purchase low-cost distribution of its “news”, many SEO gurus have written off using online press release distribution as a valid strategy to improve SEO rankings.
The question is if whether or not to skip using online press releases as part of one’s SEO efforts. The answer is if you used them in the way they were used in 2008-2010 then their importance has diminished considerably, and using an online press release distribution service for SEO benefits will have to drop significantly in terms of priority on the checklist of actions to be taken.
If, however, you apply some of the advanced methods then you actually may find that online press releases actually can benefit you quite nicely from a SEO perspective!
These advanced methods include:
There is a ton to discuss in each of the bullet points listed, so feel free to contact me with your questions.
Here is one of the recent article’s where experts call into question the effectiveness of online press releases, and you will see my first comment at this link:
Greg, from Search Simplicity, recently asked me to contribute a guest post about helping select solid keywords for local search engine optimization (SEO) efforts. Often, people only target two or three keywords. By borrowing from the short-term stock trading principle of “multiple time frame analysis”, one can become much more artful in choosing keyword phrases to help accomplish the ultimate goal of any local SEO campaign: getting the phone to ring consistently with first-time new customers or clients!
Here is the link to the article:
Greg modified the text a little bit in order to emphasize his recent real estate SEO post & industry-specific service. That is fine with me. Just know that when you see the word “plumber” that was the original example I used. He did his best to modify, so I am okay with the adjustments. Remember, it is his blog and I granted him the professional leeway to modify the text to serve his needs as well!
Feel free to contact me with your questions and if you would like to schedule an appointment about your local SEO efforts, not just the keyword research and selection process. Thank you and please consider sharing this post (or the specific URL on the Search Simplicity blog) with those whom you think might find it useful.
Some business owners throughout the Dallas Fort Worth region truly can serve the entire DFW market and even additional markets. Unlike smaller services which can serve a realistic radius of 5-10 miles (or an even smaller radius), these businesses have a different vision such as:
One question is which types of businesses can justify marketing to a wider radius than just the regular small 5-10 mile radius which is common with many local businesses? Another question is how to reach the smaller towns without having to become a member of each local chamber of commerce or placing ads in every newspaper or print publication across the region?
Here is just a short list of the types of businesses which can pursue larger-radius marketing at the DFW level or even state-wide:
The first thing you need to know is that there are over 200 towns and cities which comprise the DFW region. This is not just Dallas, Collin, Denton or Tarrant Counties either. The neighboring counties also are included as there can be highly-qualified prospects in the small towns throughout every DFW county.
To narrow down the options of how to reach these people, and do so in a budget-sensitive manner you have a few options:
The latter option (the blog/website with town-optimized pages) gives you additional benefit. For example, here is a website which has town-optimized pages for varying business niches. Here is one for a series of highly-related niches. And here is a site with optimized pages for just one niche.
The benefits here are:
If you would help on any of these topics then you are welcome to contact us with your specific needs. Thank you for your time and consideration to share this post.
I want to thank Debra Pope for the invitation to present to her Networking University members who attended the workshop. It took place in the area of McKinney and Allen Texas on May 14 2013.
During the presentation I covered what is known as “Next Best SEO”. This is where business owners, who simply want the phone to ring with prospective customers or clients, have additional options besides just attempting to rank their respective websites in the search engines. What many of the attendees didn’t realize is that their websites, or ones given them by a corporate office, may – in fact – be violating several of Google’s best practices.
We covered many of the ways in which a business can grow through the use of internet marketing, of which SEO (search engine optimization) and SEM (search engine marketing) were just a part. We briefly reviewed other online marketing techniques such as video, pay-per-click, press releases, online classified ads, etc.
The attendees also learned that each major search engine is, or is part of, a publicly-traded company; and each wants to make ITS quarterly figures! The goal, then, is to give each search engine’s users the best possible content in a way which is user-friendly, is authoritative and relevant. One way to accomplish this is to rank OTHER web properties – in addition to the companies’ websites – in order to help get the phone to ring. Several examples were included in the presentation.
Four (4) action steps were given at the end of the presentation to help any business begin to improve the chances of receiving a call, e-mail or walk-in from a first-time customer or client by SEO efforts on other web properties. These were labeled also as “promote the promoters” strategies.
Feel free to download this PDF from the workshop:
If you are interested in getting help to promote your website or other web properties which mention you favorably (or otherwise give authority) then you are welcome to contact me.
Thank you again to everyone who attended!
In the upcoming weeks I will post more about how any small business or medium-sized business owner or executive can boost his or her online presence through the business’ chamber of commerce membership. Obviously, most of the benefits from any chamber membership comes from the “real world” participation: weekly or monthly breakfasts, attending ribbon cuttings, going to quarterly or annual luncheons, and any opportunities to meet new people coming into the area through chamber events. The ability to gain online marketing benefit, however, is not often as obvious. In a moment you will learn one of the many strategies you can employ to get more online exposure through your chamber of commerce membership.
This blog entry helps three parties to benefit:
First, you will want to know why your receiving calls about “SEO” services are so prevalent. The underlying assumption is that by ranking at the top of search engines for a phrase which have some degree of consistent demand (number of searches each month) you will receive a good degree of pre-qualified prospects to a web PROPERTY. Please note that this does not necessarily mean that the property must be your website. It could be an online video on your YouTube channel, a press release, a local newspaper article about your business or a page on your website other than your home page. Also note that ranking first does NOT mean an automatic number of new customers or clients. This is because many elements have to be in place for someone to call or e-mail you out of the blue. Such elements include price, guarantees, reviews, your promises, ease of finding contact information and several other factors.
Next, you have to know that the search engines want to give its users the very best possible results. This is because each major search engine is part of of, or entirely, a publicly-traded company… and they need to meet analysts’ quarterly earnings expectations! Therefore they want you to use that one site for ALL of your “who, what, when, where, why, how” questions. This is because they know that out of every 100 queries made through their engine a certain number of people will click one of the paid ads where the search engine earns revenue from the advertisers. Therefore, the more queries made through that particular engine equals more revenue for the parent company! It is a “market share” game for the search engines, and therefore each engine always seeks out the best ways to return quality results so that you stay loyal to it and not “defect” to another search engine.
Remember that in any local market, the chamber of commerce’s website tends to be “authoritative” to these search engines. One of the reasons why is that you cannot “spam” the chamber website very easily, if at all. If a web property which you control appears on the chamber website then it likely had to go through some sort of human approval process (assuming a degree of human control) before it can be read by the search engine robots/spiders. This type of control process lends itself to making each link on the chamber website more “trustworthy” than most other links in your local market, and you can begin to use this your advantage.
Finally, let’s cover a trend at the time of this blog post in the world of search engines. Many people now have easy access to “spammy” links in large volume. What you want is to never have anything deemed spammy touching your website. Ideally, the only links you want actually pointing to your website are located on web properties which the search engines respect. These could include helpful videos on video-sharing sites, links to your site on press releases, local newspaper websites pointing to your home page, local directory websites, endorsements from happy customers on their social media properties, and similar types of links. One of these types of quality links is a link from the local chamber of commerce’s website to your website.
Remember earlier that you read about ranking web PROPERTIES, not just your website’s home page. Here is where your chamber of commerce membership begins to pay off in terms of helping you in the search engines. Let’s take a look at an example for this website on the McKinneyChamber.com website, although it applies to anyone who has a membership in most chambers of commerce around the U.S.:
Note the website link (URL) which is http://www.mckinneychamber.com/Internet-Marketing-Services/MORETHANSEOCOM
Now take a look at the query in Google for “online marketing services McKinney TX”
You can see that the sub-folder (directory) for “internet marketing services” on the McKinneyChamber.com website is ranking # 2 for this query. The first three listings are paid ads, and the Chamber’s website is the second in the “organic” results. Odds are that the Chamber has not spent a lot of time or money (if any!) promoting this specific sub-folder (directory), yet it still ranks near the top of the results. This is just one of many examples of where a chamber of commerce’s website has authority in the search engines.
Even though my website’s listing is not directly showing in the results, the directory listing category page on the chamber website where my listing appears is ranking well. This is fine to me as it gives authority to this website as well as anyone’s business who meets the Chamber’s minimum standards for appearing on that page.
In order for your business to gain more exposure, you can further boost your chamber page listing in the search engines with quality links. For example, if you write a press release and are permitted to use up to three links then consider a strategy like this:
Please refrain from buying “spammy” links and sending them to your local chamber’s website as that will not benefit you in the long run (and maybe not even in the near term either!); and buying those links won’t help your fellow chamber members either as there likely will be no search engine reward for doing so. Instead, whenever you have an opportunity to promote your page on the chamber website then do so. Roughly 5-10% of your link building efforts can go to your business’ chamber website listing. You can dedicate the other 90-95% to building quality links to your home page, “inner pages” on your website, articles, local directory listings, social media properties, videos and other helpful content you have produced for prospective customers and clients to find you.
I hope that this strategy begins to help you change how you look at your membership in any chamber of commerce around the country. There are many more ways to leverage your membership in order to gain new customers or clients online. If you cannot wait until the next blog post to discover these methods then you are welcome to contact me for more information; and we can discuss your strengths to increase the chances that your chamber membership will produce more customers through strategic online marketing.
Many local Dallas area business owners complain that they get calls, direct mail postcards, and other solicitations from people “promising to rank them number 1 on the search engines.” These owners often complain that they don’t believe any of what is said, and they stick with (what they believe is) “tried and true” marketing in local Dallas area magazines, chamber of commerce meetings, and TV spots. Sadly, these owners are mistaken because the internet marketing solicitations they receive are not “apples to apples” and, therefore, the owners get denied good, quick education on what the search engines can do for them. Here is a quick list of what a good search engine marketing service in Dallas can provide.
First, you want to make sure that a good Dallas search engine marketing firm explains to you the difference between search engine optimization (SEO) and search engine marketing (SEM)! Knowing the definitions of what you are being sold is the first step!
SEO refers to getting your website’s pages (not just your home page) to rank well in the search engines for keyword phrases which have actual quantified demand. This latter part will be discussed in a moment. SEM refers to getting your company’s name and/or message on the first page of the search engines for the same phrases, but this also includes getting your other web properties (e.g. business directory listings, YouTube channel or specific videos) to rank well in addition to getting listed on the Maps/Places listings. SEM also includes the pay-per-click (PPC) placement for the same phrases.
The “takeaway” is that Search Engine Optimization is a sub-set of Search Engine Marketing, and many Dallas small business owners have not yet been properly educated on this difference. No matter which Dallas online marketing firm or consultant you choose, please be sure to understand this difference! Make sure that you are getting a good amount of value for your marketing budget.
Next, a good Dallas SEM service will help you with thorough keyword research. This means getting you ranked for phrases which people actually type into the search engines with some sort of decent monthly volume (i.e. “Demand”). From there, the firm should provide you with at least some form of figures on the competition against that demand (i.e. “Supply”). This will help you to choose the specific phrases for which to optimize and create content; and you can further refine which phrases on which you will spend time and money to be indicative of a likely customer who will buy, join your e-mail newsletter, walk into your store, etc.
For example, if you are a plumber then you would love to rank # 1 in the search engines for “Dallas plumber”. That phrase, however, might be too competitive for you to rank well based on your current content, number of people linking to you, and your budget. Instead, you may wish to pursue ranking well for a phrase which still has some demand such as “24 hour plumber Dallas”. If you rank well for that phrase, chances are that you are going to get some late night calls to fix the problem right away!
A good search engine marketing service in Dallas also will provide you with options so that you get a customized strategy. For example, you may be sitting on some really helpful “how to” or “tips” videos you recorded last year but they are still applicable to the end viewer. Your SEM firm can help you optimize your videos, your video channel, and the descriptions of your videos when you decide to upload them to a video-sharing site. The SEM service can then help you optimize the video content for specific cities and towns and turn them into titles such as “Dallas Plumber Shows You How To Shut Off The Water In An Emergency.”
The next element of a helpful search engine marketing service in Dallas is to explain the benefits on-page and off-page optimization. The “off page” component is the creation of helpful, quality content which is used to drive traffic to a web property you control (e.g. your home page, Facebook page, YouTube channel) to encourage the website visitor to take your desired “call to action” step. You should be advised on how to change that destination page(s) including adding the keywords to the various “tags” on that destination page. This is known as “on page SEO”.
Another trait of a helpful SEM firm is one which will help you understand that a website’s aesthetics (appearance) is NOT the “end all” when it comes to web marketing. The appearance primarily affects what is known as “conversion rate”, and it is possible that a very pretty, fancy website actually could HURT your intended call to action. This is because your DFW audience may expect content on a consistent basis. If you invest most of your money on the website’s appearance, yet leave little for content generation then you may alienate your audience.
The “takeaway” is that you must get into the heads of your primary audiences, whether they are current customers or prospective customers. Your SEM firm should explain ways in which you can better identify these elements if you are not yet familiar with them.
Should you decide to pursue online paid advertising, of which pay per click is only one method, then the Dallas SEM firm should explain your options. For example, if you want to appeal to people in Frisco then you might consider a few things which a traditional SEO firm wouldn’t explain to you:
Finally, a good search engine marketing firm in Dallas will help you track results. Whether it is something as basic of based on the improvement in your rankings all the way to advanced split-testing for landing pages, make sure that you get at least some form of measurable results. In addition, do whatever you can to make sure that the SEM firm accounts for mobile phone usage in addition to desktop and laptop users.
I hope that all of these elements help you better choose a professional search engine marketing service in Dallas. If you have any questions, or need clarification on anything presented, then you are welcome to contact me. Thank you.
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