Category: Website

4 Reasons Why Good SEO is Worth Your Attention

It’s no secret that search engine optimization (SEO) has become an essential part of doing business in the digital age. While a fair amount of guesswork was necessary for businesses in previous decades to fine-tune the best way to reach their target audience, the sheer amount of data that can be leveraged with SEO has given today’s advertisers a far deeper understanding of their place in the market. This isn’t to say that utilizing SEO means businesses will never have to resort to “trial and error” from time to time, but it does empower them to create a more data-driven approach to marketing. Surprisingly enough, despite how significant the rewards of using good SEO can be, it’s also one of the most cost-effective things you can do to drive sales in the long term (as long as you’re willing to flex your patience while the work is being done).

Whether you’re in the startup phase, or looking to reinvigorate growth in an existing business, here are 4 reasons why good SEO should be on your radar (if it isn’t already):

  1. Organic Search is Still the King of Website Traffic

Simply put, when it comes to driving potential customers to your business, 51% of all website traffic comes from organic search. While it’s true that Google runs on advertising funds, their search engine is still designed to answer people’s questions as quickly and easily as possible. This indicates consumers’ tendency to search for specific products or services when they’re ready to make a purchase; not choosing to buy something simply because they were prompted by an ad. Optimizing your SEO to best answer the questions being asked, therefore, is likely to be favored by search engines such as Google (who, by the way, happens to own over 75% of the search market), helping potential customers find you amongst a vast sea of competitors.

2. It Doesn’t Just Drive More Traffic, It Drives the Right Traffic

Advertising drives your product to the right people; SEO drives the right people to your product. Aside from email marketing, search traffic from Google performs 400% better than any other method. Google Ads, for example, are a powerful way to reach potential customers that you likely wouldn’t get by other means, but, even then, if they aren’t carefully targeting your audience, it’s like casting a large net into the ocean: you may catch a few good fish, but you’re also going to catch a lot of kelp. Whether you’re using it for paid advertising, or organic searches, SEO analysis makes it possible to not only identify which factors are most relevant to your business and target market, but it also helps build a more accurate picture of the people who are likely to buy from you. Since 71% of commercial buyers begin their research with Google searches, knowing your customer means you can more accurately provide what they’re looking for, and attract more people like them.

3. Your Search Ranking Increases Your Credibility

Appearing on the first page of any search is like winning the internet lottery – only better, because, as it turns out, it has little to do with luck, and a whole lot to do with proper SEO practices. Over 95% of people never make it past the first page on Google. And why would they? Thanks to Google being synonymous with “having the answer” to any given question, if your business isn’t listed on that coveted first page, you’re probably not what people are looking for. Moreover, businesses that rank at the top of Google’s search results garner the perception of trustworthiness, reliability, and credibility. This is because Google’s algorithm is designed to display content that it sees as the most relevant (and legitimate) first, and the public knows it. But how do you get there? While it’s true that clever keywords can increase your visibility and cause your click-through rates to skyrocket, it isn’t the search position alone that feeds your business. It’s the use of intelligent SEO that backs up those strong keywords and gets you in the rankings in the first place (and keeps you there in the long run). In essence, it’s not about the clever keywords, it’s about the quality of the information they’re found in.  

4. You Don’t Have to Break the Bank to Get Results

There isn’t much out there you can get for free, so we can understand your skepticism when we say that SEO doesn’t technically require any money at all. No, really. Unlike PPC (Pay Per Click advertising), SEO doesn’t necessarily have a strict, close-ended budget applied to the bookended time an ad runs for. What it does cost is the time, effort, and dedicated commitment to continuously improving the quality of the content your business provides. 

The good news is, there are tons of free SEO tools out there to help make sure you’re spending that time and effort effectively. The even better news is, as you implement SEO to improve the quality of your site (and it’s hub of digital media), you’ll be recognized for it in the form of increased traffic, higher ranking, and ultimately, a boost in overall performance where it matters most: conversion. 

Conclusion

Investing the time and redirecting in-house employees to cover this task can be scary for businesses, and, as a result, the long term benefits of proper SEO are often pushed aside in favor of short term solutions that burn bright and fast. If your business is just starting out, or needs to place its time and talent resources elsewhere, hiring a professional may be well worth it. Yes, this will cost you some, but, that cost will pay for itself as your well designed SEO actively works for you, and continuously enhances every other aspect of your business. 

Not sure where to start? Our team offers website analyses to identify the strengths and weaknesses of your website, including how well your website has been optimized. Start your website audit here

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DCG Team DCG Team January 15, 2021 0 Comments

Marketing During a Crisis

As we navigate through uncertain times, many questions run through the minds of not only the nation, but communities around the globe. Cities, states, and countries continue to escalate restrictions, slowing down operations and marketing to a crawl worldwide. We continue to watch the news and social media for updates on the Coronavirus and its impact in order to determine the best course of action for ourselves, our families, and our businesses. No matter where you stand in the political climate or the concern spectrum, there is a widespread need for many businesses and entrepreneurs to continue making strategic decisions on how to best move forward with marketing their business. 

So, how should you market during this crisis or recession? Where do you start?

Here is a quick guide on marketing strategy during emergencies:


1.Pause and evaluate your current marketing efforts. What do you have scheduled or on autopilot on various platforms and mediums? Do you have ads running or email campaigns scheduled to go out? Identify all queues and put a stop to them immediately if it makes sense to do so. It will be much better to delay communication from your brand to evaluate and update it, rather than risk the interest, trust, or even respect of your follower base due to messaging that is not relevant, tone deaf, or in bad taste

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2. Update your customers and followers on what your business is doing. Yes, we see news about it everywhere, but it’s important to let your customers know what to expect during the foreseeable future. Make sure you update your Google listing, website, and social media pages with adjusted changes (i.e. hours and closures). If you are able to assist those in need, be sure to have clear information on how customers or community members can take advantage of your products or services. Even if you are unsure of how you will move forward long term, acknowledging the circumstance and informing your followers with updates goes a long way in keeping your brand relevant

3. Be real and genuine in your efforts. Address your employees, teammates, and consumers with a caring message. No matter what industry or vertical in which you operate, nor the size of your company, people’s lives are being affected. Almost 89% of American consumers say that they are loyal to brands that share their values, so it’s wise to emphasize your core values in your messaging and how you will be handling what the future holds. Communicating empathy reinforces qualities that are human, and offers a chance to reinforce an emotional connection with your audience. Messaging using “we”, “us”, and “together” shows solidarity with your company culture and gives a positive message of resilience.

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

– Seth Godin

4. Know your audience to understand and predict consumer behavior. We are seeing first-hand how individuals and groups act in crisis and uncertain situations. A lack of trust in media and news outlets, combined with an overload of information sources, causes confusion, fear, and distrust that drives people to act in ways they normally may not. Economic uncertainty drastically changes financial and buying practices for everyone.

Understanding your audience and their decision-making process allows you to create a strategic marketing plan that aligns with what is most important to them. Focus more on how you can help your consumers and what problems you can solve more-so than simply what your company does. Something like, “Got your hands full? Eliminate the stress of planning meals by ordering online!” will speak to your restaurant audience more than, “We are open and deliver”. Communicate what consumers could miss out on if they wait, let them know about how a product could be helpful during stressful times, and let them know you’ll be there for them whenever they are ready.  Use this time to lay a foundation to build brand loyalty as the economy improves.

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5. Look for other creative ways to connect as consumer values and attitudes shift. If your company hasn’t modernized yet, it’s crucial that you do so now. Adopting videos, webinars, and video chat in communications will allow you to keep connected and top of mind. Find unique ways to reach out with a personal touch like handwritten notes to top clients. Send big supporters a private message on social media and let them know you are there for them. Think about parts of your experience that you can share to relate to your consumers. Our social media feeds will continue to be saturated with stressful information. Sharing a bit of humor on your feed can stand out to your followers and reinforce a positive sentiment, loyalty, and conversions when the time is right. Creating engaging content like polls and asking consumers to share photos is a good example of ways to connect. 

6. Stay focused and update your goals accordingly. While operations are slow, you will naturally have more time for other things. It can be a golden opportunity to PLAN! Make sure you are still paying attention to how you’re spending your time, even with adjusting habits to accommodate work-from-home dynamics. Think critically about projections. The business landscape will shift dramatically, but that doesn’t mean opportunities don’t exist. As competitors cut back, there may be opportunities to take advantage of lower marketing costs to increase market share. 

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Make sure your operations are ready to handle increased interactions digitally. Make sure your website is optimized to be found on google. Take advantage of organic social media tactics to grow and connect with your audience, and provide a high level of customer service. And when you see a good story, pass it along.

If you are looking for customized recommendations for your business, our MC360 team is here to help. Contact us to get started today, or click here to read more on our strategy consulting services. 

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Kathryn Donadio Kathryn Donadio March 28, 2020 0 Comments

Making Your Website Airtight

The time has finally come. You’ve poured your blood, sweat, and tears into your most recent content piece, and it’s ready to be packaged up and sent to the client to be pushed live. After a few final checks and only…

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DCG Team DCG Team November 16, 2018 0 Comments