Category Archives: Digital Marketing

Content is critical for any website.  Whether it is information or new products – what you have on your site is key to generating traffic.  Users want and expect to see or learn something valuable each time they visit.  Updating your site frequently will attract both visitors and search engines.

Search engines reward websites that update often by moving them up the rankings.  If a website is updated often, then search engines consider it a consistent source of new information and awards it some points that can help move its listing up in the search results.  Conversely, if your website never changes, search engines may penalize you by moving you down in the rankings.

It’s the same with visitors.  If your website never changes, why would someone who has already read it want to come back?  If I came to your website today, then came back next month and nothing has changed, I would probably think that nothing is really happening with your business or you have the same old products.  Giving your visitors a reason to come back with new information and new offers will increase the chance of closing a transaction.

Updating content allows you to track what affect the changes have in your website’s performance. Knowing what works and what doesn’t in terms of attracting traffic and customers can help make a website successful.  If your website never changes, then how do you know if it is operating at its peak performance?  To learn what that is you can analyze your data, make changes, and track the affect the change had on performance.  Who knows, that one piece of information that currently is not on your website may draw in a whole new type of customer.  But you’ll never know if you never post it.

Web content and maintenance is a process.  Many people create their website and forget about it.  Updating your site and reviewing your strategies can enhance your success.

Proper search engine optimization can make a big difference in your website’s traffic.  SEO helps ensure your website gets visibility on search engines, which if done correctly can result in an increase in your rankings and ultimately an increase in visitors to your site.  Therefore, once your business’ site is live, it is important to consider hiring a specialist to make sure search engines know your site exists.

Pick a company that understands your goal. Who are you trying to reach? What are the words that are going to reach them?  A qualified, experienced SEO expert reviews your site; asks about your business goals and target visitors; and identifies strategies to improve your search engine rankings and page views. Search for a partner that is willing and able to understand your company’s unique qualities and then communicate them online while raising our visibility.

Pick a company with SEO experience and an understanding of all SEO levels.  Anyone can call themselves an ‘SEO’ expert or company.  But that doesn’t mean they know what they are doing.  It takes a track record and years of experience to learn what works.  An SEO company with experience can take a look at your website and analyze what needs to be done to gain more traffic. Search engine optimization involves many tools. It includes technical knowledge (the structure of a site, which can determine how easy or difficult it is for search engines to crawl and index your content);  page optimization (the use of such elements as keywords and HTML tags in ways that help increase search engine traffic to your site) and off-page optimization (such as link building).  A good SEO company will be well versed in all facets of optimization.

Pick a company with a solid analytic plan and strong communication.  It is important that the company you select not only to have the proper analytic tools to provide you with data, but that they also have the ability to draw insights from analyzing the data.  A company’s analytics should enable you to get the data you need to make the right decisions in your online marketing strategies. You should discuss how frequently you will receive account updates and what level of detail you should expect during your scheduled communication.  SEO work takes time to see real results, so it’s very important that you have defined communication expectations with the company and that there is a mutual trust and respect.

Pick a company that keeps up with changing SEO rules.  SEO is constantly evolving.  Google and other search engines are constantly in flux and changing the rules of the game. A good SEO marketing company will be aware of these new criteria and will be evolving with it. They are up to date with new ways to optimize your website.

Pick a company with a proven track record of SEO success.  There are many companies who claim to be experts.  But anyone looking to hire an SEO consultant or company should check out current references to discuss how the search engine optimization company helped them succeed.

Good SEO can truly make a difference for your site and ultimately your business.  That is why it is important that you just don’t pick anyone who says they are an expert, but that you use the criteria discussed here to determine if a company truly knows what it is doing and if it is right for you.