Local SEO
We look at several key metrics to analyze ongoing SEO campaigns, including your site’s ranking for common search queries, the number of website visitors, and the percentage of users who visit your site when it’s displayed in search results.
Every business is unique. Local SEO often takes longer for a brand-new business than for a more established business. But as a general rule of thumb, your business should start to see results in 3-6 months.
Local SEO requires technical skills and knowledge, but there are steps you can take to improve local search rankings. Asking customers to leave reviews, updating contact information and business hours, and staying active on social media can all help boost local SEO.
When a user searches for something location-based, search engines display results based on that user’s proximity to businesses in the area. Nearby businesses are then ranked by other factors like the number of listings in directories, reviews, average review score, and more.
Any business with a physical location can benefit from local SEO! Since most of Google searches come from mobile devices, improving your visibility in local searches means getting more customers in the door. Service-area based-businesses can also benefit from this service.
A business that uses local SEO strategies and best practices has a higher chance of getting seen by a user searching for something location-based, like “coffee shops near me” or “oil change in Denver.”
Local SEO (search engine optimization) is optimizing your business’s website for Google’s local search result features. Those features include Google Maps and Google Places displayed at the top of the search engine results page (SERP).
Organic SEO
We look at several key metrics to analyze ongoing SEO campaigns, including your site’s ranking for common search queries, the number of visitors to your website, and the percentage of users who visit your site when it’s displayed in search results.
The amount of time it takes to see results from organic SEO will vary depending on how established your website is, how many competitors are in your industry, and how often you publish new, SEO-optimized content. Most businesses will start seeing results in 6-12 months.
You don’t have to be an expert to help your website’s SEO. Think about topics and common questions related to your business. Create informative and engaging content related to those topics on your website. Everything you publish increases your chances of capturing organic search traffic.
Organic SEO is all about optimizing your website for topic-based searches. For example, a coffee shop in Denver could rank for “best coffee beans for French press” even if the user is based in Atlanta.
Organic SEO works by optimizing your website and online content around common searches related to your business. When your website is optimized, it will start showing up higher—and more often—on search engine results pages.
Even local brick-and-mortar businesses can benefit from organic SEO. The better your website is optimized for organic search, it will attract traffic and build “authority” with search engines over time. That authority will improve your local SEO, too.
Organic SEO refers to strategies, and best practices that help your business website appear more often and higher up in search engine results. Unlike local SEO, which targets location-based searches, organic SEO targets topic-based searches.
Pay-Per-Click
There are several metrics to measure PPC success. One is by comparing the number of times your ad was displayed with the number of visitors it brought to your website. We also compare sales volume before and after running your PPC campaign.
PPC advertising has the potential to produce immediate results. Many businesses can see an increase in traffic and sales in as little as one month.
If you don’t have experience in PPC, we don’t recommend trying it yourself. Running a PPC campaign is very involved. It includes writing an ad that makes users want to click, setting up bids with Google or Bing, and frequent tests and adjustments to get the best ROI.
In PPC advertising, you create an ad that targets a specific keyword. When a user searches for that keyword, your ad displays at the top of Google’s search results. You only pay when a user clicks on your ad and visits your website.
Businesses set up to generate sales or leads from their websites are a perfect fit for PPC. Since PPC is essentially paying for online traffic, if you can convert that traffic into paying customers, your PPC campaign will succeed!
Other search engine marketing strategies like local and organic SEO are long-term commitments. While it could take several months for your website to appear for competitive search terms, PPC advertising could help you capture that traffic immediately.
PPC, or pay-per-click advertising, is a form of advertising where you create and run ads that display at the top of search engine results pages. As an advertiser, you pay a fee every time a user clicks on your ad.
Programmatic Advertising
Pre-roll and OTT video ads are displayed next to streaming online content. Those ads that play before a YouTube video starts are pre-roll ads. OTT ads are similar in playing on streaming apps and devices like YouTube, Roku, and Apple TV.
Email marketing works by building a list of customer—or potential customer—email addresses and nurturing that list with email content. Emails can include educational content related to your business or announcing new product rollouts and special promotions.
Geo-fencing is an advertising tactic that sends ads or push notifications to users who enter a specific geographic area. For example, with geo-fencing, you can run social media ads that only display to users within a two-block radius of your business.
Programmatic advertising is more effective than traditional advertising. Since programmatic advertising is highly targeted, you only pay to show ads to people in your target demographic.
With programmatic advertising, you work with ad networks to create highly targeted, automated ad campaigns. Those networks use AI and machine learning to display your ad to users who fit your customer profile. For example, if you sell fishing equipment in Boulder, you can set your ad only to be shown to fishing enthusiasts who live in Colorado.
Programmatic advertising is a form of digital advertising that uses AI and automation to display or video ads based on your specific criteria.
Content Marketing/Social Media
At a minimum, you should aim for one post per week per social media account. If you want to speed up results, aim for three to five posts per week.
Every business needs to have some form of social media presence. Consider the numbers: the average American spends over 15 hours monthly on Facebook. For TikTok, that jumps to 26 hours per month. Meeting potential customers where they already spend their time can help you grow your business faster.
Social media management is the process of growing and maintaining social media accounts for your business. It involves posting regularly, running social ad campaigns, and engaging with followers and customers.
Content marketing campaigns can take some time to build momentum. If you stay committed and consistent, you should see more traffic, leads, and sales after around six months.
All businesses should seek to publish as much useful, memorable content as possible. At a minimum, businesses should commit to one new piece of content per month that can be repurposed across many platforms.
You should publish almost all content you create on your business website. Beyond that, you should also publish where your potential customers spend their time online. That can include Facebook, YouTube, Instagram, LinkedIn, Snapchat, Medium, and more.
Not entirely. Content marketing is a part of SEO. But it also includes publishing content that users can interact with outside of search engines, like social media platforms, online forums, and message boards.
When you create and share content that resonates with your target audience, you start building brand awareness and trust. When done right, content marketing can be an incredible tool to engage with current customers and attract brand-new ones.
Content marketing is a form of inbound marketing that uses content—blog posts, photos, and videos—to engage with users. Users find your content through search engines and social media platforms.
