Multichannel Online Marketing

The founder, Wayne Smith, has real-life experience in retail, mail-order, and online marketing. While marketing using only SEO is possible, a multichannel approach with many points of content provides the best ROI -- even when the point of contact does not help a site's ranking in search.

Empathy Guides Marketing:

Marketing is and always has been about providing a solution to the client.

Sales Funnel Becomes Search Intent

The Brand is a signature of quality

Brand awareness is critical for marketing and highly beneficial for building an online presence. A brand builds authority, which attracts links from online content creators, from both journalists and independent websites.

Brand Marketing: SEO-friendly Site/domain Name

Building an internet brand is best done when their is no confusion about the brand name for human visitors and search engines.

Marketing and Organic Search

Keyword Research is necessary for pages to target the correct terms and is informed by marketing research. Targeting the wrong keywords or keywords by volume does not provide a return on investment, and does not help the client.

Marketing and Keyword Research

On-Page SEO: Optimizes content for a client's search query. The query can also be looked at in the form of user intent. An information query can also be looked at as part of the awareness sales funnel.

On-page SEO: Keyword Optimization

Off-Page SEO focuses on a single KPI to improve the ranking of a page and site in search results. It does not focus on keywords or marketing. KPIs like conversion rate are not even considered as part of off-page SEO.

Off-page SEO: Backlinks and Link Building

SEO Depreciation: If updates stop on a website over time the value of the SEO declines.

SEO and Content Depreciation

Evergreen Content and Updates

Client behavior has changed, not that many years ago visitors were happy to land on a page where search intent was not yet determined. Today they are more likely to click the back button if the page does not match their intent.

If they want information but the page is selling a product instead; It is not a match. If they are looking for an answer to a question, and the answer is buried; It is not a match.

Google may have started the trend but now it is the new normal; Even if Google stopped using search intent, the clients would continue using keywords to match their intent.

More points of contact

✔ Finding your customers - Event Promotion

Events have their markup for online promotion, provide rich search results, and can be leveraged with the site to help in digital marketing and spread awareness of your brand.

✔ Are you on the map?

Being on the map is important for most brick-and-mortar, retail businesses. Most known retail searches on Google include a map with the most popular locations that fit a given search. Google collects this information from other sides, content embedded on the site, and when somebody creates an account on Google for the business. The predominance of the map listing is also synergistically leveraged against the site.

✔ Local and National Search Optimization

Google Maps is the first step to improving local search, and the better the site is optimized the site will get impressions over larger areas on the map and nearby areas. Getting national search impressions falls back to the core elements of search engine optimization, both on and off the page.

✔ Google knowledge graph

The google knowledge graph feature appears next to the search results on a Google search when somebody is searching for your name and is filled in by either the information used when a Google account is created or schema-coded content which is on the website. Additional features appear within the search results and are powered by Schema type content. Much of which work synergistically with a national search.

✔ Cross Branding on Social Media, YouTube, et la.

If your customers are on social media you can reach them there. The content on social media works synergistically with both local and national searches.