When you think about meeting demand in the marketplace you should think about Search marketing and more specifically SEO. Because organic results outperform paid ads by a factor of 5.5x, you are much more likely to drive qualified traffic if you build pristine SERP for your key search terms.
Search Engine Optimization is the technique where website content ranks so that people can find it without paid advertising. To rank well, Google requires a few things that amount to authority and relevance for the website content provided. By following best practices, Tilladelse satisfies what Google is evaluating to rank your webpage.
In your strategic marketing plan, SEO would fall in the “meeting demand” category. Because search delivers results when somebody makes a query, you are working to get your products or service listed as high up in SERP (Search Engine Results Page) as possible. The first page of google provides between 40% to 3.5% of the impressions for each search depending on how the ranking (1-10).
Said another way, if your SERP is Page 1 in the last position and there are 1000 impressions available monthly, you will receive approximately 35-page visits. If your SERP was page 1 in the first position, your web page would receive approximately 400-page visits. Organic results tend to have a click-through of 5.5x versus paid advertising which is why Tilladelse highly recommends it plays a major factor in your advertising mix.
Organic results tend to have a click-through of 5.5x versus paid advertising which is why Tilladelse highly recommends it plays a major factor in your advertising mix.
Be found when the customer searches Google to meet the demand at the moment your product or service is top-of-mind. When you think about meeting demand in the marketplace you should think about search marketing and more specifically SEO. Because organic results outperform paid ads by a factor of 5.5x, you are much more likely to drive qualified traffic if you build pristine SERP for your key search terms. Beyond the idea of meeting demand, you are also more likely to intercept a customer that is very ready to make a purchasing decision.
Given the timing implications this does two things for your business: first, it engages the potential customer when they are ready to buy, and second, it engages the potential customer before your competition can secure the sale.
Google’s search engine is very sophisticated and separates searches that are geography bound and those that are not. Here’s an example of a geography bound search (local search); say you are looking for a lawn-cutting service or dog grooming business. Google knows that those are local searches based on your geography and prioritizes the SERP (search engine page results) that represents businesses with proximity to your location.
To achieve success when looking for strong local SERP results there are several factors that play into your ranking. Those factors include consistency of information on a variety of listing services such as GMB, Apple, Bing, Four Square, as well as, other important sites such as Facebook and LinkedIn. Google prefers congruency for the information listed on your website with the listing services and social media regarding your address, phone number, and hours of operation.
National SEO would encompass products or services that have nothing to do with physical locations such as; retail items via eCommerce or SAAS products. Neither of these requires any physical location for pickup and thus will not trigger Google’s algorithm to prioritize results that favor geography-bound businesses.
Because Google preferences local businesses for specific categories it gives those local businesses a fighting chance to get ranked for their respective areas of business.
Starting with the right approach for SEO will dictate whether or not your campaign is successful.
We focus on what matters. The intent (purchase or informational) of a keyword search matters. The content that satisfies the keyword intent matters. Starting with the right approach for SEO will dictate whether or not your campaign is successful. Tilladelse has taken the time to build enhancements to websites that leverage local SEO to help them rank extremely well. This custom development project helps to deliver on the technical aspects that Google is looking for which include page experience metrics lead by page load speed. By making sure load times are in the upper 90% as a part of the rest of the SEO best practices, Tilladelse ranks location-based web pages with premium search results.
At the end of the day, digital marketing is a math game. The more impressions you receive, the more visitors to your website and specific landing pages. With smart content that answers the needs of the prospect, you will drive potential clients to engage with your offerings or services and entice them to want to learn more. This traffic then converts into a lead that either calls, chats or makes a request online to take the next steps with your business. Again, this is just a math game, and the more qualified traffic you solicit, the better your chances to grow sales.
Search engine optimization companies often focus on what Google is looking for and miss one of the most important factors to deliver actual results to your business. What is the actual experience on-site for the potential customer? Does the website look really professional and is easy to navigate? Is the content mostly visually driven or does the web page read more like a blog than a product or service offering? Does the site lend credibility to the company it represents?
At Tilladelse we work to find the right balance of giving Google what it is looking for while providing aesthetic for the customer who is using the website. Finding the right balance of content with a stimulating visual experience is essential to stand out while satisfying search engines.
Search Engine Marketing expertise is a must when choosing a company to help your website rank. There are many factors to consider and many factors that Tilladelse will accomplish in the background to help your selling pages rank on Google. Here are a few of the factors Google considers when delivering SERP:
Search Engine Optimization combined with Pay-Per-Click marketing can often provide the best results at the beginning of an advertising campaign. When implementing SEO it can and will take time (between 30-90 days) to begin to see results. This is typically not the best option when a new website has been launched.
When introducing PPC, the company can start driving traffic within days of the new site launch providing return on investment right from the start. As organic rankings improve the budget can be shifted away from the original paid campaign in favor of other tactics.
The other great use for PPC is to augment location-based searches for highly contested search terms. By utilizing the right mix of paid keywords a business can capitalize on the traffic that exists in a very prescriptive fashion to ensure they are maintaining a presence in the marketplace.
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