The founder, Wayne, has had real-life experience in retail, mail-order, and online marketing. While marketing using only SEO is possible; A multichannel approach with many point of content provides the best ROI -- even when the point of contact does not help a site's ranking in Google.
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.
The Brand is a signature of quality
In commodity markets, there are many generic products, but there are also those who take pride in their work and sign what they produce. A brand represents the signature of quality a company provides.
Consumers want quality products and prefer brands they trust. If digital marketing focuses too much on easy-to-measure metrics, it can lose sight of the bigger picture—driving actual sales.
- Organic brand marketing creates customers that return and lowers the cost of sales
... Brand Marketing and E-E-A-T ...
Brand marketing aims to build customer trust in a brand's quality, service, and reliability. Similarly, E-E-A-T focuses on promoting websites that showcase Expertise, Experience, Authority, and Trustworthiness.
- Experience is shown by how long the business has been helping customers. How long much experience do the people in the company have? By hands-on knowledge of the product or service.
- Expertise is about showing you really know your stuff. Share details that prove you understand what people need from your product or service. Explain how it solves their problems, why it’s top quality, and why it’s the best bang for their buck.
- Authority comes from being visible and trusted. This could mean having your site featured on platforms where people ask questions or review products, displaying customer reviews on your site, or offering detailed comparisons or in-depth reviews of your product right on your own website.
- Trustworthiness is shown by having the Name, Phone number, and Address listed clearly on the site. Contact information and information on the key employees listed on the site. Privacy policy if the site collects information about its visitors. Return and customer service information if the product collects money through the site.
E-E-A-T isn’t a direct ranking factor yet. Instead, it acts as a qualifier to show that a page is relevant to the search query. It helps determine if a page deserves to rank at the top or if it should just show up as backup info when no better E-E-A-T pages are available.
Empathy Guides Marketing
Marketing is and always has been about providing a solution to the client.
- Identifying the Wants
- Identifying the Desires
- Identifying the Needs
- Providing a solution to the client's pain point
The client has a need, sometimes called a pain point, and the product or service provides the solution. Pre-internet, marketing provided the lead to a sales person who may be the person who empathized with tne pain point and offered the solution.
Sales Funnel Becomes Search Intent
The sales funnel, Awareness, Interest, Desire, and Action within the scope of SEO becomes search intent.
- Awareness becomes the client intent of information query or research query
- Interest and desire become the information search intent
- Action becomes the transaction client intent
Modern search engines are focused on matching the search intent to help the client accomplish their goal. Modern marketing is aligned with the same goal. Organic search is based on search entities or digital entities, a product of natural language processing that providing a topical understanding of keywords or query terms.
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.