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DG’s Roundup Summary: What SEO or PPC Advice Would You Give Yourself?

I recently had the pleasure of being interviewed by Delta Growth (DG), a big boy in Toronto’s SEO & SEM industry, specializing in e-commerce. Eugenia, DG’s SEO/PPC Implementation Specialist reached out to some of the industry’s local brainers to ask a SEO/PPC question that few of us ever ask ourselves during our careers:

What advice would have changed your SEO or PPC career?

It’s the kind of question that encourages us to reflect on our business moves of yesteryear. But it also makes us want to nail our thumbs to the floor for the dearth of knowledge our brains now overflow with. If only a DeLorean time machine were as accessible as a Zipcar.

But alas, DG talked to leading SEOs, so we did something right even back then! As a SEO Specialist in Whitby at Logical Mix I was humbled to be regarded in this mix and appreciated the opportunity to reflect on the ghosts of SEO past.

Whether you’re a blogger, consultant, strategist, or a newbie copywriter, Delta Growth’s Round Up about SEO/SEM career advice from leading industry experts may surprise you. It seems success lies in some good old-fashioned values and technical know-how.

Make Great SEO & SEM Relationships

Relationship building is the cornerstone of success in any business. Regardless of how great we are at the technical stuff, there is a person behind every move we make and that person is either going to trust us or bounce. We don’t want bouncers. Stoney Degeyter, Founder and CEO at Pole Position Marketing urges us to always, “focus on the customer, not the algorithms”.  Make the user’s experience your priority. It’s not enough just to know SEO. A grasp of marketing fundamentals is essential to reaching your audience and garnering the staying power that will bump up your conversion rates. What is the crux of Marketing 101? Know your customer. So, know your customer.

Tor Refsland says that if he could go back in time he would have told himself “to grow some b*lls and become uncomfortable much sooner!” He would have started getting new clients right away, face-to-face. So get out there and show face.

Check in with industry peeps too. Nobody gets very far alone. The e-comm community is huge. Learn from as many people as you can. Garner good quality links by offering something of value. Bump up your social media presence.

Give TOFu and BOFu Equal Opportunity

We want to pay attention to everybody at every stage of the conversion cycle so we’ve got to know how to structure our content appropriately. The experts give a few suggestions here. Nail in on long-tail keywords to reach the BOFu kids. Stick to one topic at a time. Create pages to rank for individual head terms and focus on the low-competition keywords in your niche.

But the awareness phase is critical and you can’t gain interest unless you give people something useful. Steve Wiideman insists on links to free tools, guides, and checklists as a marketing strategy for garnering tons of TOFu interest.

Invest In Yourself

It’s easy to forget about our own brand when we’re focused on making it awesome for our clients. John Rampton and Michael Cottam urge us to take the advice we give our clients. Clients come and go with their millions. “What will stick with you is your own brand and assets. Build those and invest as much resources (sic) in those as you would your clients’ sites” (John Rampton, Founder and CEO, with over 1 million Twitter followers). Capitalize on what you practice everyday and know one or two things really well – this is your expertise. And study what you’re not practicing everyday to maintain an edge in the industry.

Craft Awesome New Content Every Week

The demand for high quality content won’t change anytime soon so unless you’re a blackhat you’ll want to maximize your content and repurpose it – a ingenious hack from Oleg Korneitchouk. Several experts commented on how they wished they’d known the value of investing in a marketing campaign, with regular, meaningful content at the top of the priority list. Josh Steimle, Founder of MW1 says it’s simple: “High quality work will attract high quality links. It’s a lot of hard work to create great content, but it’s a simple recipe.”  Good quality content helps the customer alleviate their pains and achieve their goals. This points back to relationships and making our brand trustworthy. But it has to be ongoing. Fresh content each week is essential to high organic ranking and traffic.

Get Your Hands Dirty

We’ve gotta be ballsy in this industry. If we want to know what it feels like to jump out of a plane, we’ve got to jump out of the plane. Take risks with what we know. Research. Experiment. Learn from the results. Experiential learning is the key to forming a knowledge base that will compound over time and support innovation. According to the experts, research and risk are our most profitable investments. Know how to code. Use PPC as a learning mechanism for SEO. Don’t be afraid to try and share with others – remember relationships? Eric Enge sums up SEO & PPC advice the best: “Establish yourself as knowing one aspect of it very, very well. Then, when you’re ready, work on adding a second area of expertise, and get to the point where you are recognized as an expert on that. Keep expanding on those things over time.”

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*Full article here: Round Up: What Advice Would’ve Changed Your SEO or PPC Career?

Banner with text of 12 Steps to SEO success.

12 SEO Steps to Success

This SEO Checklist will send YOU down the Path of Internet Success.

Ask yourself these 12 SEO questions frequently during your marketing campaign:12 SEO Steps to Success printable jpeg

This list has taken the length of my career to make. Creating 12 summarized sentences to get to the heart of search engine optimization was a hard task indeed and by no means complete. It is worth noting, that over time, some of these practices will shift or become extinct altogether.

This is Logical Mix’s, 2017 version of the “12 SEO Steps to Success“.

I hope it serves you well!

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*Here is the text, if you are having a hard time viewing the image:

1. Keyword Research

Am I matching search queries to my service/product offering?

2. Competitive Research

Have I found usable insights from top organic competitors?

3. Web Analytics

Have I implemented Google Analytics & Google Search Console?

4. On-Page SEO

Am I using Step 1’s insights for page targeting & structuring?

5. Local SEO

Have I built & fixed online citations for my business?

6. Reviews

Do I have a strategy for gathering reviews from happy customers?

7. Technical SEO

Are my relevant web pages being crawled & indexed?

8. User Experience

Is my website intuitive & frictionless throughout?

9. Content Creation

Am I creating quality content that solves the searcher’s problems?

10. Content Marketing

Am I marketing the quality content I created?

11. Internet Partners

Have I been building relationships with non-competing companies?

12. Off-Page SEO

Am I building authority to my site from external websites?

Time to Upgrade

KEEP YOUR WEBSITE UPDATED

So you have a website; while that is a great start to having a successful search engine marketing platform for your business, having that and only that won’t quite cut it to increase your overall business revenue and customers. Almost every business has a website, in fact, according to the latest version of Business 2012; seventy-eight percent of businesses have a website, over two-thirds.  Now the question to ask is this: What makes a website flourish? What are the main tools and necessary steps one needs to take to ensure that they are hosting a fast moving and highly visited website? Fortunately, the answer is neither difficult nor complex, but rather business savvy – keep you and your company updated. Websites are a social platform built to inform potential customers and current customers what you are offering and why they should be interested in what you provide. However, it is not going to be effective if your latest and greatest deals, promotions, and products were from last month or perhaps even last year. Keeping your online presence updated secures repeat website visitors; just as repeat customers are profitable and desired for your business, so are repeat website visitors. If a previous customer has enjoyed your product and would like more information on what else you may offer or promotions you are holding, instead of calling, they are much more likely to visit your website. Now, just as it is essential to have a well laid out and well managed website, keeping this information fresh with new displays, pictures, and text is important to having a repeat internet visitor.

In addition, if your website is being featured on a search engine, you’re main goal is to have it appear on the first page of Google, Bing, Yahoo, etc. If your website isn’t being frequently updated, these search engines will automatically assume that your site is not achieving a high number of hits and this can be extremely detrimental to your overall marketing scheme.  Just as important as it is for a business to have a website, it is even more important to have it being updated on a continuous basis with fresh new layouts and information to keep your customers wanting more. An even better marketing idea is to have an email subscription page set up on your website to invite your customers to receive weekly emails from your company providing them with the latest deals your business has to offer. Not only does this keep your business committed to updating on a weekly basis at minimum, but you’re directly hitting and targeting customers at a personal level. It is vital for the success of your business to have a visible online presence in this day and age where online media is being used as a primary tool for advertising. It’s crucial that your business is doing everything to promote yourself online, and by keeping your website stocked with new information on a regular basis, your customers will feel that your website can be the one stop shop to finding what they are looking for and need. So rather than focusing all your time and effort into plastering your windows with your special promotions, open your internet browser and begin with informing everyone there. It may take time to get used to as you may feel as though you are throwing information into a web of space (no pun intended), that space is built up of your customers, and even though they are not visible and you are not watching them drive by, their online presence is immense, and reaching that should be the ultimate goal for your business.
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Business road sign

WHY IS SIGNAGE SO IMPORTANT FOR BUSINESS

Let me share a personal story regarding business signage I encountered a few years back. When I was living in Vancouver, BC, there was a unique and delicious family owned pizza restaurant. It was a pizza place where they prepared the pizza for you, and you took it home and cooked it, making your entire kitchen smell like freshly baked pizza. The idea was brilliant, the pizza was amazing, and the customer service was out of this world. I visited the restaurant on a regular basis until a year after opening the owners moved north, and they ended up selling the business to a new set of owners. The new owners kept the same idea, used the same ingredients, and appeased the already existing customers, yet one simple poor marketing choice cost them their business as it ended any potential for attracting new customers – they changed the signage. The original owner had a simple but bright sign that could be seen from the nearest intersection, as well as handed out flyers and coupons door to door every Saturday morning. Their strategy was simple, but it worked. The new owners however did not upkeep these strategies and changed the sign to a black and white, non-visible, size 10, Arial font banner.  They then complained about not reaching people, but the reasons were evidently clear. Simply put, their signage cost them the entire success of their business.  Soon after their six month of opening, they shut the business down as it was costing them too much to operate and they were making little to zero revenue. The spot still remains empty and vacant to this day.
Now you may believe this case to be an extreme and rare, but the experience taught me at a young age the importance of signage, especially if you are taking over an already existing business. A sign can either attract someone in such a way they want to enter your business and learn more about what you offer, or in the case of the pizza store, your sign may cause them to laugh in embarrassment at the printed paper you have draping over your windows. The importance of advertising is vital to the overall success of a business, especially with small businesses. Signage is extremely important and can end up being the make or break in the overall success of your business. Here are some simple questions you should ask about your current signage on a monthly basis:
1.      Does this sign send the right message to my customer?
2.      Is the message relevant and eye-catching?
3.      Are the colors and design bright, vibrant, and noticeable?
4.      Is the sign visible in the early morning or late evening? Does it light up in the dark hours?
5.      Is the signage in tip top condition?
If your answer to any of these questions is no, then it is time to either invest in new signage or fix your current signage to accommodate the needs of your customers. If your signage does light up, but some of the bulbs are burnt out, the overall first impression from your customer is that your business does not have the time or care to replace the bulbs and update the sign.  More often than not, customers base a business purely off of their signage because it is the first thing they notice and it is their first impression. By ensuring that your signage is noticeable and in good condition, you will have a better chance at attracting the customers you desire to attract. Have good signage (logos/branding) online too. Get noticed.
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Summer Trees

Warmer Weather For Marketing

While many Torontonians are basking in the heat, it can be the perfect time to exercise some outdoor marketing activities.

So what does all this temperature talk how to do with your business? Well, for one, there are a variety of new ways one can market their business in the warmer weather, which we will discuss in this month’s blog. Here are five perfect warm weather marketing tips that will boost people’s attention about your company:

1) Community Events
Children are running around playing in parks, the sun is up longer, and people are outside enjoying the weather. A prime way to take advantage of this is to get to know your community, the people who drive by your location every day and may not even know what you offer or why you exist. Hold a local community event in a nearby park on a warm weekend day, as it will attract new customers as well as bring your current customers together.

2) Group Promotions
“If you tell five friends, you have a chance to win…” This always manages to attract people, after all, how easy is it to forward something to a friend or family member and automatically have a chance to win a free product or service? An easy way to incorporate this is to run group specials offering promotions based on the amount of people one of your customers brings in, either by text message or email. If one of their five friends has been referred by a current customer, they can be entered to win a prize of your company’s choice. Not only does this encourage the spread of information about your company, but it also increases the size of your database, offering more potential customers knowledge about what you offer.
3) Door to Door
While the door to door method may seem rather old-school, its overall effectiveness may surprise some. When you go door to door offering your community a special deal that your company offers, you’re putting your foot out and getting to know your customers on a one-on-one basis. While going door to door may be a bit too personal for some, handing out fliers on the street, or any sort of outside promoting is key during the summer months. People are more likely to stop and talk when the weather is nice and their being introduced to a service they may know nothing about.

4) Cool Drinks Anyone?
Is your business on a prime intersection, perhaps where many people are walking their dog or going to the park with their children? Setting up a free lemonade or cool drink stand outside your business will be a friendly invite for people to stop by and for you to promote what you are selling. It gives people a great reason to cool off and come into your location, seeing everything else that you have to offer.
5) Text Messaging
The moment you have a customer’s phone number in your database, ask them if they don’t mind receiving promotions through text once in a while. It is in this way you can build a large client phone number base where you can use text messaging as a community builder. The options are endless and range from promoting a new service, to offering polls for customers to vote on what product they like best. Monthly prize winners or even larger one time prize winners are a prime way to communicate with customers through text messaging and get people through your doors.
While there are various ways a company can advertise during the summer months, it is important to remember that it is during the summer when people may not mind as much to be approached about your service if they receive a free drink on the house. So instead of being cooped up inside this summer, remember to get out and get to know your community. It is in this way that your company can grow into a community landmark, a place your customer will remember and tell their friends about.
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Open sign

The New Logical Mix Website Is Here

Launching our new website is one of the most gratifying experiences our company gets to have. The emotional lift and moral boost your team gets after a new website launch is second to none in the business world. We are witnessing first hand what we pass on to your organizations and it truly makes us proud.
New elements had to be added to the new Logical Mix website to give it that updated look. We know our websites should be updated every 3-5 years (3 years really), so the change was needed now, because our 3 year mark is celebrated this month. We added a fully graphic and animated home page (with no adobe Flash elements). We made all of our pages a little more active. The last website was almost too clean. At the time it was perfect and refreshing, but times change and technology changes. From an internet marketing standpoint, our new website is a superior one. Having live blog and Twitter feeds on every page was important to us as well. A favourite change of ours was the Header and Menu bar. The top bar is one and now slightly shrinks, yet stays at the top of every page while scrolling. Very innovative.  It is such a sleek design with many beautiful elements that make it work. Everything was incorporated into this website design and we truly hope you enjoy it.
We have a new blog format as well. Every month we will release a blog. Sometimes this blog will update you on technology or give you internet marketing tips or update you on what’s going on in the “Logical Mix” World or be written strictly for fun while teaching a lesson, but rest assured you will always be entertained.
Our way of doing business is to always be out there creating positive internet exposure for you and you organization and our organization. By creating our new website we are following suit with our promise. All testimonials on our website are done in an extremely classy manner.
Your next website can incorporate any elements you see on our new website. We are never opposed to sharing.
Enjoy the rest of your 2014!
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Why Use Video For Your Website?

Videos, or visual animations, are not something we see in large movie arenas, but can be used to gain attention from consumers for your company’s own benefit. If the object of your company is to attract your customers to aid in the growth of your business overall, contemplating various marketing strategies is essential to understanding what works best for both your company and your customers. In May’s article, it was discussed the disadvantages of using Adobe Flash Player on your company’s website, in June’s article we will be addressing the positive advantages video and visual images has on your core audience. Marketing strategies both develop and create growth for your company, and by looking at each months article, and taking what is discussed into consideration, your company can profit greatly from these articles alone. It is commonly known that there are three different types of learners, visual, auditory, and kinaesthetic – while each prefers to learn in a different style, they have one mutual trait in common: they want to learn. Most consumers want to know what they are buying before they purchase an item or use a service, so it is the company’s main duty to inform them and teach them what it is you are offering and how it can benefit them. Different types of learners may view your website to attain information, but they all might not learn in the same way; some may prefer to learn through visual means, some by listening, and others prefer to do what they see and learn through using the tools they are given. By addressing all three different types of learners, your company is ensuring that not a single consumer will visit your website and quickly exit because they are overwhelmed by the content and it does not suit their style of interpreting information. By using videos within your website your company is directly speaking to both auditory and visual learners, 75% of the world’s population (from 40 to 65 percent of the population are visual learners, 30 to 40 percent are auditory learners). Now in terms of creating videos for your company’s social media realm, there are some important key points to keep in mind and remember. If your customers want to continue to watch the web videos you post on either your website or a video hosting site such as Youtube, you want to be consistent. If you want reoccurring viewers, you need reoccurring videos – set a date and a time that you will upload videos and make it public. It is in this way that you develop an audience who becomes both interested and devoted to what you are offering and it upholds a sense of accountability to your company and the videos that it creates. When deciding what sort of videos your company is going to create, it’s important to think about your audience and what they are interested in learning about. By doing this, not only are you putting their interests as first priority but your rate

of success will evidently increase as you are most concerned about their wants and needs, and as a result, you will hit the correct target audience. Hitting the right target audience – this may seem challenging and even daunting to some, it might even prevent a company from creating websites as they may be doubtful of whether or not they would be viewed or watched and it’s understandable to question how they are going to target the right viewers. The answer is simple, it’s something called Search Engine Optimization (SEO) – the process of improving the visibility of a website with key phrases or terms in a search engine. By thinking about what your customer would be searching and what words they would use to look for what you company offers, you will be able to greater target these viewers and have your videos be among the first to be listed when searched within the search engine. Your goal is to be a good keyword copywriter, you want to come up with words that will direct customers to your website and once there, they will be able to view your content and see what exactly you are offering. Another important fact that many often seem to disregard is the title and description of your videos; a title that has unnecessary words and is too long not only distracts the customer away from your web video but its complexity can even be overwhelming. You want a title that is both short and to the point, but is catchy enough to invite the customer into wanting to read what you are offering. Like the title, the description should be neither too long, nor too short, a sufficient amount of information to give them an overall impression of what your video is about and why they would want to watch it. Finally, to be linkable is extremely essential as it concludes the overall goal of your video – the customer finishes watching what you have offered, they want to know more about your services and where to go to learn more – this is the goal, this is the end product, and the importance of having more content and even contact information is necessary as you now have a customer who is interested and wanting to know more. By keeping these simple steps in mind when creating videos, you will find yourself with a higher audience and as a result a higher amount of customers – target the right people, consider their learning skills, and put your customers at the front of your mind, and your videos will be successful and well watched.

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Build A User Friendly Website

When you are building or editing your website always make sure it is user friendly. There is nothing more wasteful than having an online customer surf onto your website and they have no clue what the “call to action” is. They will leave fast and worse, with a bad impression about your company. For sake of not being mean, we won’t link to any website examples.

You all have seen websites where you have no clue what they are trying to convey or achieve. Don’t fall into that category.

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