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Nowadays optimizing your site (SEO) has become a major competitive differentiator for any business.

One of the biggest challenges for marketing managers is to know which media channel is best for them to invest in according to their market niche, with the goal of boosting business and increasing brand visibility in the online environment. About 75% of users prefer organic results over Sponsored Links. Some business owners hire SEO services for their website optimization to get organic traffic.

We know the importance of this decision and to assist you in making it. We have explained 3 benefits from Website Optimization (SEO) work that will be enlightening.

1- Increased Qualified Traffic

When we talk about improving a site, many can think directly about increasing traffic, which is crucial, but more important than getting a lot of traffic is that this audience is qualified, i.e. users looking for what you can offer.

This increase in qualified traffic is attracting users who are looking for exactly what you are offering.

2- Conversion Enhancement

When it comes to conversion, it refers to: a purchase for an e-commerce, a new newsletter signup / subscription for a blog / news site.
When doing SEO work, the search keyword will be the trigger for a conversion, so it is important that they are well defined.

If your site is an e-commerce, it is much better to have a medium volume of traffic, but qualified with more business possibilities (conversions) than extremely high traffic and without the lowest quality and consequently without increasing conversions. .

3- Improvement of Authority

The term authority in the case of SEO refers to the reliability value of a website and the information it makes available.
This criterion is measured in two ways: domain authority (DA) and page authority (PA), where the first refers to the site as a whole and the second to the page in question.
When “organizing the house” doing SEO On-Page work, it is best to invest time in treating the authority of your site.

The main strategy used for this action is called Link Building. Done this over time, there is a great possibility that you will become a reference in your market.
This work involves developing content for other sites that link to your site. Although it sounds simple but it needs an improved study.
Google values ​​the number of sites that link more than the number of links coming from the same site.

Tip

By spreading quality content that interests your audience, the likelihood of sharing and replicating content is much higher and this increases your authority.

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The main goal of marketing is to gain more leads and more reach that may lead to more conversions in the long run.

Since the decline of Facebook, organic reach increased in the last few years, as well as the price of Facebook ads, that creates a significant challenge for marketers when it comes to regaining the same reach and engagement as before.

At the same time, less than one percent of businesses are using this particular channel as the way to connect with potential customers, which is a potential competitive advantage that you can use in digital marketing that you should consider.

That is why people are choosing smart bots as well as engaging in ManyChat course so that they can learn how these bots are functioning and how to use them to improve their marketing perspective and brand awareness.

In case that you wish to drive traffic, grow your audience, and create conversions with perfect user experience, you should implement Messenger automation that will help you drive more potential customers than before.

We decided to present you reasons why people are turning to chatbots instead of handling other perspectives when it comes to digital marketing.

  1. Organic Reach Became Obsolete

Have in mind that most companies and social media platforms such as Facebook, for instance, has radically reduced the organic post reach, and today, it is based on one to two percent of fans that liked your page.

On the other hand, people are choosing instant message platforms so that they can increase the overall engagement and improve the customer’s service that will help them reach more people than before.

According to numerous marketers, the average rate when it comes to using instant messengers is between 50% and 80%, which is a much better engagement rate than using any other form of social media marketing.

If you wish to learn how to include chatbots into your marketing strategy, you should click here for more information.

  1. Showing Ads Through Messengers Is Efficient Solution


Have in mind that one of the most important factors nowadays when it comes to digital marketing is the ability to implement ads that will be mobile-friendly.

The main reason for that is that they can convert three to five times more than desktop ads since most people are using instant messengers through mobile devices.

You will gain the ability to present ads by using instant messengers, and that will help you increase the awareness of your business in general, and as a result, you will gain more potential customers and higher visibility than before.

These ads won’t just help you raise brand awareness, but will create a customer record so that you can create more personalized communication with them that will help you retain them in the long run.

You can also use these ads so that you can drive traffic to your website, which may be a traditional way, but through it, you can gain prospect’s location, name and ability to send more messages than before.

  1. You Can Create Mass Messages To Contacts

Even though email marketing is one of the oldest ways of sharing your information by using internet platforms, the same principle functions when you decide to use Facebook Messenger, for instance.

You can blast messages to your contacts, which will help you increase brand awareness and improve the way, your business functions. Have in mind that today chat blasting is much more effective since people will instantly get a notification, and the open rate is approximately 80%.

That is a much more efficient solution than organic social posts, email messages as well as paid ads that will take money out of your pockets. You will be able to create an ability to send messages to an only specified audience.

That way, you can collect relevant information from users and create custom and specific definitions when it comes to using the information you need based on your target audience and their preferable choices on social media.

You can select them and market yourself only to those target audience that will convert faster than others. Check this link: https://en.wikipedia.org/wiki/Social_media_marketing, and you will learn more on social media marketing.

  1. Chatbots Will Increase Your Contact List

Remember that instant messengers are great solutions because they feature high open rates when compared with other forms of messaging and sending circular mails. We have mentioned above that open rates tend to reach 80%, which is much more than any other form of digital marketing.

With the open messages, you will often see responses that will help you create a growing and healthy contact list in general.

You will be able to grow both leads and contacts as the number of conversion increases because chatbots are available 24/7 and ready to help your potential customers.

It is vital to understand that chatbots will be able to help you increase the number of direct responses, and you will be able to use automation tools and software that will automatically respond to posts so that you can improve the overall interaction.

In case you get social media perspective daily, you should find ways to take advantage of it. Therefore, when you set up auto-responder, you will be able to enable the custom-made chatbot to message everyone who posts a comment on your social media page.

By increasing the level of engagement, you will be able to turn all people that are connected with you into potential customers that you can retain for a long time.

  1. Chatbots Will Automate Questions and Answers

You will be able to create smart bots that will be able to create conversations with your potential audience by implementing Q&A triggers. By using these triggers, you can create a chat experience based on common queries and keywords.

Therefore, you will get a robot that will answer all questions as well as requests without any additional problem. Imagine that you have a seminar coming up and you wish to set a chatbot to handle sign-ups.

That will help you create a trigger every single time a person asks where they can sign up or something similar that will prove useful to both your customers and your business in general.

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Placing a website high in the rankings of a search engine is the key to that website’s success, and a successful website can make or break a business. In Search Engine Optimization, you get what you pay for. It’s important to avoid cutting costs by pursuing cheap SEO options, because doing so can be a waste of money at best, and even harmful to ranking your website. Let’s discuss a few of the reasons why it’s important to avoid cheap SEO services.

Anybody can “optimize” websites and insert meta data into the code of webpages since it doesn’t require much programming expertise. Many web platforms even have plugins that will help you with that very process; you input the words and it automatically creates the code. But many things that are easy to do are very difficult to master. Effective SEO optimization requires the ability to assess the site, optimize it, and then follow through with that work by tracking the site afterwards to make sure it continues to succeed.

Flat-rate and low-cost offers will get you a company that spends a token amount of time getting to know your website and your product. They might follow a copy and paste script and will often go down lanes that will do harm to your website. Low-cost services often follow very spammy practices, utilizing automatic software and tools. Search engines such as google dedicate significant resources towards penalizing this kind of behavior. Their automated tools create websites filled with poor grammar and low-quality content that is knit together from other websites across the internet. The product is a vague, poorly constructed website that can confuse the customer and misrepresent your product, if the customer is even able to find it after it incurs ranking penalties!

A competent Michigan SEO company will spend many long hours getting to know your product. They will consult with you at many stages to become familiar with the goals and practices of your business. After familiarizing themselves with your company and product, a quality SEO service will then go on to research the market and competition! Good SEO content will be entirely original, without any automated content-trawlers or cut-and-paste filler content. The webpage they construct will represent your product genuinely and hit the ranking targets set for it, resulting in a pleasant experience for its reader and achieved goals for your company.

The internet is a fluid place. Its landscape is always changing, and the competition of the market is always leading it in new direction. SEO services are a long-term business relationship, they need to be in order to guarantee that your website remains competitive for more than a month. Companies that spam your email and your phone lines with cheap subscription-based services or bargain level prices aren’t interested in building the kinds of long-term relationships that are required. They’re only interested in pumping out mass produced websites and collecting payments.

You get what you pay for with these kinds of services. To avoid damaging your brand and creating a mess that will require significant resources to clean up, avoid cheap SEO services and hire experienced professionals at the price they deserve!

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Did you know that you just have 3-5 seconds to attract or lose a visitor on your website? It is important to get the best Ottawa web design solutions from experienced agencies to get user-friendly and easy to navigate websites at affordable prices.

Internet is full of millions of web design tips and tricks to help you get your dream site. Here are some tips to help you get the right web design services in Ottawa to help you achieve your business goals:

  1. Pay attention to the site speed

If your website is slow, you could be losing a lot of business. Slow sites may have a higher bounce rate. It is essential to have a fast loading site to improve your rankings, and make the visitors stay for a longer time. Expert web design agencies in Ottawa can help you build a website with fast loading speeds to boost the rankings and help you generate higher revenues.

  1. Call to actions at proper places

Placement of proper call to actions is an important factor while designing a business website. Most of the designers make the mistake of placing call to actions at the top. Believe it or not, that’s not the best place for placing call to actions. Try to create engagement and put calls to action at strategic positions of web pages.

  1. Try to answer questions your target users may have

Nowadays, it is a popular trend to have lengthy content on web pages so that the users’ questions can be answered. Step yourselves into the shoes of your target audience, and think of all the problems they could be facing. Once they are satisfied with the information on your website, they are likely to show interest in your products or services.

  1. Check the navigation of the website

If a visitor comes to your site for the first time, he/she should be able to reach the desired page with minimum number of clicks. Users would not like to waste time and spend efforts for searching the products or services they are looking for. Hence, keep the navigation of your site as simple as possible.

  1. Avoid jargons

Make sure that your web content is easy to read and understand. Keep the content simple so that every visitor can understand. Avoid using jargons and difficult words in your website content. The jargons may make you sound smart, but don’t expect conversions through that.

  1. Keep the web pages clean and clutter-free

Visitors rarely read each and every word on the site. Most of the visitors just scan the web pages and pick up relevant information. You should have a clean and clutter-free website design and text to convey the right message to your target audience.

There are several ways to develop an engaging and user-friendly business site that generates good revenues and profits for you. Make sure that you hire the best Ottawa web design agency to build the right site matching your requirements and expectations. Once you choose the right company for web design services, discuss your business needs with them and get appropriate solutions.

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Online merchants who have an experience in the e-commerce business often face problems when they launch products on Amazon. As you know, the theory is different from the practice. That’s why it’s generally not enough to study the theory of Amazon guides and tutorials. You need someone who knows how Amazon’s rating system works with first-hand experience. That is why it is reasonable to seek some Amazon expert.

The main reasons why Amazon merchants look for sales consultants include:

  • Sellers do not want to leave their money on the table due to the low percentage of traffic that reaches their sellers.
  • merchants have no presence on Amazon and want their products to be visible to potential customers;
  • if there were already Amazon products sold by other companies and resellers;
  • When traders realize that they are not working as well as they should.

All these problems can be solved. However, you should spend some time researching and analyzing your current Amazon classifications. Then, you must create a step-by-step marketing campaign, implementing numerous optimization tools and tricks. It requires specialized knowledge and experience.

There are different advantages and disadvantages of managing your own Amazon channel. However, all are based on the same two business principles: time and money. You need to spend more time creating a marketing campaign on your own. Then you think how much money you can earn with a well optimized Amazon list. However, even so, you need to calculate how much money you can lose due to the time you are launching when you implement all the optimization strategies for your Amazon business. There is no middle ground between time and money when it comes to business development. That’s why most companies choose to trust Amazon’s professional sales consultants to save them time and money.

In this article, we will analyze the main reasons why it is better to cooperate with the Amazon sales consultant than to manage your business on your own.

The main reasons to hire an Amazon sales consultant

By cooperating with an Amazon sales expert, you can skip the learning curve

There are numerous processes, templates and individual approaches that professional consulting teams use to help customers launch and optimize their products on Amazon. Most of these procedures have never been discussed beforehand. Therefore, you will not be able to find related information on the Internet. Many of these methods are performed only once during the optimization process, or in the event that something goes wrong. You do not need to go into detail about each approach, since everything will be done for you. Your sales consultants will manage all lunches and solve existing problems, such as drops in classification, customer problems, compliance, etc. They will take advantage of all possible opportunities and solve problems at the root.

Amazon’s sales professional advisors will give you access to best practices and effective tools

Merchants who manage Amazon accounts on their own, generally do not have time for commercial research and development, since they are involved in all routine daily activities, such as handling deliveries, customer service and management. the properties of other brands. Therefore, it could be a challenge to keep up with all the market developments and developments in the industry. Therefore, you need a person who continuously monitors the Amazon market and knows all the peculiarities of search and PPC algorithms, platform capabilities, etc. Amazon’s sales consultant will help you adjust your business to all these e-commerce business developments and protect your business from losses and rankings. Further,

The Amazon sales expert will help you manage your Amazon business account and give you time to focus on the main business and manufacturing aspects

Most companies, especially large ones, use Amazon as the additional market to sell their things. Therefore, they concentrate more on the problems of production and on the main markets, such as the web source itself or the offline store. It is difficult to manage and grow many different sales, distribution and marketing channels at the same time. However, you must have realized that running a business on Amazon requires time and investments, sometimes even more than you need to invest when you run your business offline.

Successful companies never rest on their laurels when it comes to business development. There are always some new features to try, some new improvements to implement, some new versions to start and trends to consider. Prosperous companies can not even stop for a moment because it can cause loss of money. They are always on the path to finding new approaches to reduce costs and increase profits. Business development is the most effective way to reduce costs and target more potential customers. Therefore, forward-thinking traders should allocate their time and resources wisely.

You must devote more time to strategic business and product development than to products to fight and read the latest Amazon strategies. Using Amazon’s professional sales consulting services, you can concentrate on the primary and essential things, while other aspects will be managed by professionals.

The final ideas

In summary, everything I have mentioned above, I can say that it is reasonable and profitable to hire Amazon expert, especially if you sell your products in several markets. If you are going to improve your Amazon list or customize the pay per click advertising campaign, you will get more cooperating with experienced professionals than doing it yourself. In addition, you can free up time for the development and improvement of your business.

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The digital age demands every business get online. A person from one of part can interact and buy something from the other corner of the world. Such is the power of the internet. Setting up a website is not everything. You have to spend some time to make sure that your website is visible to all. It may sound hard, but it can be quickly gained through paid advertisements. Paid advertisements ensure that you are always in the top of the list, whatever may be the condition, and you will still rank higher in the search results.

The entire infrastructure of the company depends on the proprietary algorithm of the search engine giant. The company ensures that every quality content remains on the top of the search result. On the other hand, if your content is well according to the guidelines, you can expect that the search giant itself will reward your content. In Google Ads, the entire thing comes to Google Ads quality score. There are a few tips that will help you achieve the correct score and help you boost the results. Here are some of them.

  1. Group down the keywords in small groups

A lot of times, the keywords are not categorized well enough. Try to include as many groups as possible. Now, this will ensure that you are well aware of your campaign and will help you to get the expected result as per your requirements.

  1. Optimize the keyword accordingly

The keywords are everything while selecting your Google ad campaign. Choose keywords that are closely related to the campaign. Try to tailor your keywords according to your requirement. It will help you in getting a high-quality score for your campaign. Make sure that you get the keywords into the ad copy to improve your Google Ad quality score.

  1. Take care of landing page

Your landing page is the first thing that your potential customers will visit. Make sure that it is designed well according to all the norms. The next thing that one needs to take care of is that the website should use all the keywords accordingly. It is not possible to use all the keywords. Hence you should consider making sure at least a majority of keywords are used and not stuffed with keywords.

The list can go on. But at the end of the day, it is the results that matter a lot. The world of websites has many rules, and if followed correctly, then it can be used to boost your results organically. The provisions remain the same for all, yet many companies fail to survive or at least spend their marketing budget in the worst way possible. But once you have the right company in place, the rest of the journey is more comfortable to navigate. People all around the world can find your content engaging and will be willing to convert themselves into paid customers. The rules keep on changing. Hence, one has to keep learning to optimize as per the needs.

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Scaling a business is hard – everyone knows that. A considerable amount of effort is required. You might even have to wear different hats for that. You will have to deal with sales, marketing, understand taxes, engage with customers on a daily basis and the list goes on and on. Unless you are sticking to small business management tips, it can take a toll on you.

Those of you who are struggling to grow their business, there’s light at the end of the tunnel. There are proven tactics through which you can make your small business grow. Let’s explore them:

  • Do some research

Everything starts with proper research. It is important to understand what your business can do with the money and resources it has.

Take out all the previous accounting records, stats, and analytics. How was the performance of your business over the past years? From all this data, can you make future sales projections?

If you must, then talk to your lawyer, accountant or business advisor. They can help you in making profound decisions about the future of your business.

  • Set goals

What goals are you trying to achieve? They need to be on the paper and they must be measurable. Without goals, you cannot expect a business to grow and expand. When you have goals, you have something to strive for. It gives a direction to your path.

Create SMART goals i.e. specific, measurable, achievable, relevant, and time-bound.

  • Nurture your existing customers

Before you head out to find new prospects, take a moment of your time to value your existing customers. Send them newsletters, promotional emails, and offers.

At the same time, build your customer base by looking for new opportunities. The key is to achieve balance between nurturing the existing customers and find new ones.

  • Use social media

Why not leverage social media to your benefit? It’s a powerful tool for promoting your business and gain valuable insights about your on-going campaigns. There is a technique called social listening that lets you find out what your customers are saying about you. It also offers insights about your audience’s behavior, identify keywords and trends and similar other information that can help you improve customer service.

  • Attend networking events

When it comes to growing your small business, networking is the key to success. Networking lets you build a relationship with other people. As they get to know about your business, they might help you get some customers through word of mouth.

  • Build a sales funnel

A sales funnel can help you grow your business quickly. It’s said that if you don’t have a sales funnel yet, you are making a huge mistake. Sales funnel actually automates your business. You are able to scale and grow it at the same time.

Before you create a sales funnel, you must conceptualize it. This will be your automated selling machine that will keep your business growing without any external help.

  • Create a customer loyalty program

Loyalty programs play a significant role in increasing sales. Did you know it costs up to 3 times more to acquire a new customer as compared to retaining one? So long story short, it is expensive to find new prospects.

With a customer loyalty program, you can retain your customers. Somewhere down the road, it might even help you attract new customers. It is one of those efforts that will always pay you off in the long run. These programs help with customer retention, help generate user reviews, your business gets to save money, and you might even get customer referrals.

  • Identify new opportunities

You can only identify new business opportunities if you are able to understand your demographics better. This calls for understanding everything – competitors, distribution channels, foreign market and other industries that might indirectly impact your business. With proper analysis, you will be able to identify a new number of opportunities.

  • Build passive income streams

It takes a significant amount of effort to grow a business. If your profit margin is thin, then consider building additional income through a passive income stream. This will help you afford the opportunity to make mistakes. You will stay in business and it will offer you a basis to grow and market yourself.

  • Get customer feedback

If you really want to learn how to grow your business, hear it from your customers. Get to know them and learn what they want. Who knows with their feedback, you get a new direction for business expansion.

Summing Up

Along with a lot of hard work, you will also need patience. That way, you will get to break through the obstacles.

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What is AMP in website?

With the increasing use of mobile these days, every business tries to provide better mobile experience to the users. Some websites take a long time to load on a mobile browser. However, to help overcome this problem, the Accelerated Mobile Page (AMP) has been designed. AMP allows users to get sites quickly loaded on their mobile platforms. AMP helps the businesses to create mobile-friendly content that can be easily loaded at a faster speed.  AMP has three essential elements, namely, HTML, JavaScript, and Cache.

AMP is the latest technique that is developing websites to perform better. Even if the content of your website has an image, videos, and audios, AMP helps in loading them faster on a mobile browser. Moreover, to accelerate the mobile speed of your website, AMP is the best option. AMP helps in increasing your website performance on the mobile browser. Even when a user has low data, he will be able to load the web pages that are AMP optimized.

Importance of Accelerated Mobile Pages (AMP)

However, to be a part of the competitive business world, organizations are busy searching for options to make their website better. In this situation, AMP has become another way to enhance your business website.

User Experience

Use of mobile is on the rise. More and more people are using mobile phones for all their personal as well as professional works. Most people connect with businesses through their smartphones. But having a website that takes much time to load on mobile can be harmful to your business. To ensure that your customers can connect faster with you through mobile browsers, using AMP is the best option. AMP helps in making your web page more attractive. With AMP, you are sure to give your customers a better mobile user experience.

Increase Speed

Delay in web page loading by seconds can lead to a substantial percentage decrease in your conversion rate. AMP increases the speed of loading your website on mobile. It helps the user to enjoy your web pages without having to wait much. Higher is the speed of your website, and more will be your website traffic. AMP helps you attract more visitors and increase the chances of more conversion rate.

Reduce Bounce Rates

With slow web pages, bounce rates are sure to be high. But AMP helps reduce the bounce rates of your website. With AMP, you are guaranteed with more top speed and enhanced user experience. This reduces the bounce rates and increases traffic for your website.

Increase Traffic

Increasing loading speed and improving browser experience helps you attract more traffic for your website. AMP helps in increasing your website traffic by reducing the loading time on your mobile browser.

Increase Ad Views

AMP has the potential to enhance the use of images and banners on your website. This helps the AMP optimized web pages to publish more ads. It increases the ad viewing rate due to the fast loading speed. Ultimately this helps in increasing the revenue of your business.

Increases Server Performance

AMP also helps in reducing the load on the server of your web page. As massive traffic is generated for your website through the mobile browser, your server gets free. Now, this helps in increasing the overall performance of your server.

User Analytics

AMP may also provide the analytics facility. AMP is very useful in maintaining user analytics. Through AMP, you can make a note of the repeat users, new users, clicks, conversions, etc. It also helps your business in link tracking and counting your visitors. AMP analytics help provide insights into the overall performance of your business. Having access to such vital information can be very beneficial for your business.

Ranking

As AMP increases the loading speed of websites on mobile, it has positive impacts on mobile ranking. When you have quality content coupled with the high loading speed, your rankings are sure to improve.

Gain Google’s Priority

Enhancing user experience has always been a priority of Google. Google provides better visibility to that business website that offers a better user experience. AMP is proved to help give good quality experiences to the users. Hence, Google favors those organizations that use AMP. AMP websites are likely to get more Google priority over other business that has not employed AMP. More is the speed, and more is your preference.

With a faster website, your business is sure to have high conversion rates. Once you implement AMP, you are sure to reap its benefits for a lifetime.

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Designing a website requires effort and time, in addition, getting in ranked on the search engine results page can be even more tedious. And that is why it is of no surprise that there is a demand to hire a web design company to help do all these things for them.

With so many websites out there in the market, one really needs to be serious about providing the best user experience for their target audience. Competition is indeed high and thus if one does not offer a smooth and memorable user experience in their website, they will sure to lose out in the long run.

Simple Layouts

The first tip that we would like to offer is for your website to offer a simple layout to your user. A complicated layout would make it more difficult for users to look for the information that they are seeking, which in turn will affect user bounce rates. Keep your page uncluttered and make navigation smooth and easy. Ensure that your menu bars are within reach and easily accessible.

Split Up Your Landing Pages

The rule of thumb is not to clutter too many information into one page, thus do not be afraid to split up your landing pages that are customized to your various product or service groups. The great thing about doing that is you have more ‘space’ and free play to cater to your target audience. You can start by thinking about the different products or services that your brand offers or customize the various landing pages to meet different needs.

Offer Free Resources

Other than enticing your target audience to engage you for your service or to buy your product, the next thing that you should consider is to offer valuable resources in your website for free. This not only increases your website’s perceived value, but it also helps to contribute to better search engine rankings.

Mobile Responsive

In addition, ensure that your users enjoy a good user experience in your website on desktop and on their mobile devices. Ensure that your website functions well across platforms.

Consistent Colour Theme

Avoid incorporating too many colour themes in your website. Using too many colours can be a turn off for your users or even a visual overload. Stick to a simple colour theme and focus your efforts on incorporating quality images on your website.

Easy To Read Fonts

If you want to appeal to your target audience with your content, do use easy to read fonts. Stick to having a maximum of three different font types. Incorporating too many fonts can actually serve as a distraction.

Straight Forward User Journey

Lastly, make navigating in your website an enjoyable experience by adding appropriate call to action buttons and internal links to ensure that users are given the option to switch to the other internal pages.

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Digital marketing clients often ask whether they should invest their advertising dollars in PPC or SEO. Answering that question requires an understanding of these internet marketing models. You also need to consider the purpose of your website, your competition, and your advertising budget. You may find that either PPC or SEO will be more profitable or both strategies will increase traffic to your site.

PPC is pay-per-click, a type of internet marketing with which advertisers must pay a fee for every click on one of their ads. Basically, advertisers use PPC to purchase visits to their websites. SEO stands for search engine optimization, which is a marketing strategy by which advertisers focus on increasing traffic to their sites through non-paid (organic) search engine results.

How PPC and SEO Work

Here is an example of the difference between PPC and SEO. Google’s Keyword Planner shows that the average cost per click for the search term “car insurance” is about $60. A small box labeled “Ad” is usually found to the right of PPC ads. This box does not show up with organic results, though. Although organic placements are under the ads, search engine users tend to click on organic search results 94 percent of the time.

Car insurers such as Geico, Farmers, and Progressive could easily get thousands of clicks daily with PPC ads. For example, Geico may generate 100 clicks to its site every day with PPC. This would amount to a daily cost of $6,000 (100 clicks at $60 per click). On the other hand, Allstate ranks at the top of organic searches. So they do not pay anything whenever someone clicks on their placement. In terms of ROI, this is significantly more profitable than paying thousands of dollars per day to attract customers.

SEO is a long-term strategy that many companies do not want to wait for. Not willing to invest in SEO for a few months or years, they hurry towards PPC which may produce results immediately. Still, some business do not want to pay for every click on their ads. They would like to have the top position in organic search results, like Allstate. Their challenge is that their SEO metrics underperform compared to their competition. They need a digital PR strategy and guidance with their on-site SEO and local directory submissions.

Recommendation
If you happen to rank among the top three positions in search results for the major keywords in your field, you may not need to invest heavily in PPC. You probably do not need PPC if you are a reputed leader in a highly specialized industry. This is not the case for most businesses, so PPC can help draw more traffic and sales. PPC can also lead you to the highest performing keywords. This information can help you with planning for SEO down the road.

Crevand SEO, a Boise SEO company, recommends using PPC to generate additional traffic to smaller web site pages but the major site pages should focus on organic SEO strategies. “Reaching your clients where they search most for the top industry terms is critical for online success”, states Dan ODonnell, President of Crevand SEO.

If your profit margin is low, PPC may not be suitable since you will likely spend more money than you make. However, if your PPC is profitable, you could consider adding SEO to your marketing strategy to grow your clientele. PPC and SEO are not “either-or” options. You may benefit from diversifying with both.

References:
https://www.entrepreneur.com/article/311355
https://www.entrepreneur.com/article/246600

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