Why is my digital marketing agency insisting that we invest time into creating content marketing?

So let’s be absolutely fair, it doesn’t matter if you run a multinational business, or a small business, if your investing in organic SEO you want to make sure that every single penny is being invested wisely.

That’s to say should you may well be investing in social media advertising, SEO or perhaps your business needs a new website?

Well, if you’ve recently hired a digital marketing agency, and you’ve attended a meeting where they have generated a few ideas on how to promote your business, then you may have heard the marketing agency mention “content marketing”.

And your online marketing agency may well be saying let’s spend say 70% of your digital marketing budget on this, so you may now be wondering well, why is this such an important area of SEO?

Attract the right customers

“Hi there, we are just knocking doors to see if you would be interested in getting double glazing fitted?”

Hmm, how many doors need to be knocked before someone says yes, well, we are guessing a lot!

What’s a better form of advertising in our view?

Well, being ranked at the top of Google, and having a lot of genuine reviews from customers, so when someone does actually want to find a double-glazing business, then there you are right in front of the customer.

This is why we think SEO is such an effective form of advertising, as when someone is looking for the product or service that your business offers, there your business is, right in front of the nose of the person that’s looking for a company like yours.

 

And what is one of the main methods that SEO companies like ours use to help get businesses get onto the first page of Google?

You got it, through adding content marketing to a website, plus using content marketing to earn backlinks.

But here’s the thing, the content marketing must be quality, it must be white hat, it must be useful.

So many businesses think that writing content marketing and obtaining backlinks is an absolute piece of cake, however, a lot of businesses have also obtain Google Penalties, such as Google Penguin and Panda penalties because they have built links in the wrong way, or because their content marketing is simply not white hat.

So its really worth making sure all SEO work is white hat.

 

Does it really help to build backlinks?

Banklinko released a study of 912 million blog posts and found that 94% of all blog posts published have no external links pointing to them.

So it could be argued that a lot of blog posts do not obtain backlinks, however, you have to ask yourself, the really useful blog posts well they might.

So let’s say you have a DIY job planned for the weekend, your fitting a new bathroom suite, so you’ve found an article that explains how to fit a shower tray easily.

Now, why did that article come in the top three results for “how do you install a shower tray”- well its most likely because that article has a lot of backlinks.

A lot of other people may have found it useful, for example they may own their own blogs, where they have blogged about how they renovated their homes, and written their own blog posts, then linked to that website.

And if your website does obtain quality backlinks, then this can help to improve your SEO.

How we can help:

If you run a business within Cardiff, South Wales, and your business requires help with it’s SEO then why not call us?

Common reasons why so many businesses do not invest in organic SEO

Introduction

So, as a business owner, or let’s say the manager of a marketing team, well you will have loads of different options when it comes to choosing which marketing option is right for your business.

For example, your business may opt for many different options, you may opt for radio advertising, print advertising or let’s say a T.V commercial.

And often if you run say a T.V commercial, well your brand is potentially going to be watched by millions of people, so your business may see a surge in business.

However, with forms of marketing like organic SEO, well you could pay a digital marketing agency a lot to improve your company’s SEO, yet you may not see results for many months.

And this means that in many companies there is still a lot of opposition to investing in SEO.

So, we are going to look at some of the common questions that our business gets asked when a business is sceptical whether or not to invest in SEO.

#1 SEO takes too long to see results

This is very true, it’s a fact often it takes some time to generate results, sometimes many months.

So, if you think that organic SEO is a quick process, well often you will be mistaken.

So, if you contact a digital marketing agency and they say, well we can your business on the first page in weeks, or say just a few months, well sometimes this is simply not possible.

And when we say not possible, we mean if the business is investing in white hat SEO, which is the only form of SEO that our business offers.

#2 Organic SEO will bring people to our website that will not purchase anything from the business

Sometimes a business will believe that certain forms of marketing, such as organic SEO will not work for their business model.

Well, we would say that it does depend on which business you run, but what we would also say is that if people are looking for businesses in your business sector online, well why wouldn’t your business want to invest?

So, whether you sell double glazing, or let’s say you run a solicitor practice, people will be looking for the services that your business offers.

And now because it’s an absolute piece of cake to ask your smartphone “Hi Google, can you find me businesses that install double glazed windows near me”- well surely you would want your business to appear?

#3 White hat SEO can cost a lot

The old saying is very true, you do get what you pay for, there will always be online marketing companies that offer low prices, but then deliver rubbish quality work.

So, if you want really good quality SEO, then you need to hire a business like us, and we always give honest estimates for how long it will take your business to reach the first page using white hat seo.

Plus, if the work is quality, and by this we mean white hat, well this often takes a lot of time, so often white hat SEO will cost more.

And we only recommend hiring a business that offers quality SEO, and the reason for that is if a business invests in low-quality SEO, well the business could incur a penalty, such as a Google Penguin penalty.

#4 There are so many SEO companies that will just take our money, and we will not see any results

Well, sadly this is true, there’s no getting around it, there are digital marketing agencies, freelancers, marketing companies and anybody that’s offering to implement seo, that sometimes just want to do it to pull the wool over the business owners eyes or the person in charge of marketing.

So this is why you need to hire a respected business, one that will offer assurances that the work is white hat.

#5 We won’t know if our SEO business is actually doing any work

Okay, so if your business was to invest in say a radio advert, well it is simply a case of listening to that station, and seeing if your radio adverts are being played as scheduled by the radio station..

However with SEO its often the case the digital marketing agency will need to work on improving the businesses backlinks, writing content marketing, improving the businesses onsite SEO and also if its local SEO that needs to be improved well business citations, and your businesses Google My Business will often need to be improved.

So how as a business do you keep on track of what work your online marketing agency is working on?

Well, our online marketing agency will always explain what work we plan on implementing, so that our clients are fully informed of what SEO work we are working on.

Would you like to hire us?

If you are looking for an online marketing company within Cardiff, then why not call us?

 

How your business within Cardiff can improve its local SEO

Introduction

Whether you run a small business here in Cardiff, or perhaps you’re a large business that relies on obtaining customers locally, its now essential for many companies to invest in SEO.

So, whether you’re a local hairdressing saloon, or you’re a large law practice employing many hundreds of staff, you’re bound to want to get more customers.

SEO for those that don’t know what it means stands for search engine optimisation.

And normally most digital marketing agencies, normally split their SEO services into two main categories, they are “local SEO” and also “national or organic SEO”.

So, to help your business to improve its local SEO, so you can focus on one city or town, we thought we would right a blog post explaining different ways that you can improve your local SEO.

#1 Set up a Google My Business account

Haven’t done this yet? Well, why not?

It’s super easy to do, so you just provide to Google information about your business, such as its Name, Address and Phone Number (NAP).

Then you should ask an SEO company to make sure that your NAP information is consistent, i.e on your website you have your businesses name, address and phone number written.

Then this should match your businesses Google My Business account, plus it should also match all of your business’s citations.

#2 Add Schema

Okay, so as an SEO consultant, you have to think like Google’s algorithm, so for example let’s say you run a car dealership, well your likely to have say 100 cars listed on your website.

There will often be information about the brand of the car, its mileage and also information such as what extras does it have such as air conditioning.

So, this means that Google has a lot of information it has to index, yet how does the algorithm know what the businesses address is, its phone number or let’s say the businesses name?

That’s to say each page may have over 1000 words on it, so how does Google’s algorithm know where to find the businesses name, address and phone number?

Well, this is what Schema is for, it allows the SEO agency to mark-up the businesses NAP information, so that the algorithms know exactly what the businesses name is, its address and phone number, this can help to improve the company’s local SEO.

#3 Earn high quality backlinks

High-quality backlinks are important, so let’s say for example you run a dental practice, and you want your business to be ranked number 1 for “dentists Cardiff”- for this to happen normally the business will need high-quality backlinks.

#4 Employ an SEO agency to add content marketing

A lot of businesses here in Cardiff employ a digital marketing agency to write content marketing and to add this to the company’s website every month.

The work must be high-quality, and how much content marketing is needed is dependent on how competitive your business sector is. So for example, a solicitors practice will normally need a lot of good quality content marketing, where a less competitive business, let’s say a company that makes wedding cakes in Cardiff, may need less written content marketing.

#5 Onsite SEO

If you employ an SEO company, they should work to improve your businesses onsite seo, so this could be writing meta titles, meta descriptions, anchor text, adding content marketing.

#6 Google’s algorithm

Some digital marketing agencies may implement SEO work which is not white hat, which means that Google’s algorithm could penalise the business. So only invest in quality white hat SEO.

#7  Update your website

You must update your website, so whether that’s updating plugins, or it could be working with an SEO company to make sure that they are adding blog posts to your website.

#8 White Hat

Make sure that all SEO work is white hat, by this we mean that if you employ a marketing company here in Cardiff, to help improve your businesses local SEO, the must be white hat.

#9 Employ a local SEO agency

There are now thousands of digital marketing agencies, based all across Britain, so you could hire a business that’s based in London, but often the business will need regular meetings with its marketing company, so its worth bearing this in mind, as if your company is based here in Cardiff, then why not hire a local SEO company?

#11 Mobile friendly

Your businesses website should be mobile friendly, so this means that the website resizes to the screen of a mobile or tablet. If your website is not mobile friendly then you could possibly be losing customers.

# Business reviews

If your customers leave positive reviews on your Google My Business account, and these reviews are real, then this can help to improve your businesses SEO.

#Affordable

Here’s a really important tip, its important to make sure that your monthly SEO cost is affordable.

This may sound like common-sense advice, however many businesses choose an expensive SEO company, yet then do not appreciate that they have to invest for a long time normally before the business can see results.

So, if a business is thinking that it can improve its organic SEO in say just a few months, and the business faces a lot of competition, then often this is not possible. Often to improve a businesses organic SEO this will take a lot of time, and this often why SEO agencies ask companies to sign a 12 month contract.

How we can help:

If your business would like a quote for local SEO or organic SEO, then why not call us?

How should I evaluate SEO performance?

Introduction

Okay, so you’ve teamed up with a local SEO agency, and you’ve attended a few meetings with them, and its safe to say you are satisfied that they know what they are talking about.

But obviously you want to check how your SEO performance is fairing, and whether or not you are getting good value for money.

Well, as you might already know some seo reports can be mighty confusing, that’s because some are full of line graphs and so much marketing jargon that often it takes some time to actually decipher what the seo agency are talking about.

But do not fear, as we have highly experienced seo consultants that work for us, and we asked them what we think are some of the most important SEO metrics are.

So if these are not included in your seo report, well we would recommend that you ask your digital marketing agency to include them.

Backlinks

Okay, so this is a really important point, that is your website needs high-quality and relevant backlinks.

Now these backlinks must be built in a white hat way, so this means that the seo agency should be getting every aspect right. For example, if the seo company was to get building the backlinks wrong, well your business could incur a penalty, such as a Google Penguin penalty.

So this is why its important to have sent to you a list of links that the seo agency have built. And you should check these to see if they are quality backlinks.

Of course not every business will know what a quality backlink is, so we would recommend that you partner with an expert and pay for this advice independent of your seo agency.

Now you may well be thinking I am already paying an seo agency to build backlinks, why would I pay more to a backlink expert to check the links are quality backlinks?

Well, there’s an important reason for this, that’s because if your seo company gets it wrong, and the backlinks are not build correctly, well, your websites rankings could drop.

Now only this but your businesses rankings may drop for some time, that’s because there are many businesses that have received a link penalty, and they have taken a lot of time for their business to recover where it once was.

This is why backlinks are important, but its also important to make sure your only obtaining quality backlinks.

Organic traffic

Some business owners get obsessed with where their business ranks, that’s to say when making their morning coffee they may well be asking Google everyday where their business ranks for a certain term.

For example, they may ask Google “Divorce solicitors + name of city” that’s because they run a family law practice in that city, and they know as the owner of that business how important it is to rank for that term.

But here’s the thing, one day you may well be ranked first, the next day 3rd and then the following day your business may well be 1st again.

What we are getting at is your business will fluctuate in terms of where it ranks, your business will move up and down depending on where the algorithm determines your business should be.

Now most SEO companies would say don’t just check where your business ranks in just one snapshot in time, instead use Google Search Console to open up a wider timeframe, say 1 week or 1 month to get an average figure for where you ranked for “divorce solicitors”- and this would be the correct way of doing things.

But then again don’t just check where your business ranks, no, instead check how many organic visitors you are getting.

Because here’s the thing, your business may rank number 1 for some terms, but if no one is searching those terms, well what’s the point?

For example, you may make wedding cakes that are made from organic ingredients, and your digital marketing agency may e-mail you one day and say you now rank number one in your city for “organic wedding cakes”- great!

But if no one in that city is looking for an organic wedding cake, well- what’s the point?

So, this is where your seo agency should be checking if there’s a search volume for the keywords your business wishes to rank for, then where you rank for that term, and then how many organic visitors your website is obtaining.

And this is where your business should be using Google Analytics, that’s to see how many organic visitors your website is getting.

So, think of this kind of like you are running a shop, well if you were in the shop you would obviously know how many customers your business is getting. Well, measuring the number of organic visitors is the same thing, that is how many organic visitors are visiting your business.

Time on site

Okay let’s say your out shopping on the high street, and you want to treat yourself to a new winter jacket.

Now you enter one shop and the jackets look cheap, so naturally you turn around and you leave the shop. In total you were in that shop for less than 60 seconds.

Then you enter another shop, this shops totally different, it has loads of jackets, they are the style you like as the shop is tailored to surfers and the clothes are more casual.

Now you spend ages in this shop, you are there for over 30 minutes, that’s before you find the jacket you like, purchase it and leave.

Well, if someone was monitoring your purchase they would say that the second business obviously provided what you was looking for as a customer.

Now most SEO’s think that search engines, such as Google could be doing this for online businesses.

And this is why we SEO’s monitor time on site, that’s to say how long is the average person spending on your website?

Are they leaving in say under 30 seconds? Is the bounce rate really high? Why are so many people leaving your business so quickly?

If we were to change the information on your website, and its design is this helping to retain shoppers for longer?

And this is exactly the sort of questions that your seo agency should be asking, they should be aiming to reduce your businesses bounce rate, while keeping shoppers on the website for longer.

And obviously the whole point of this is to boost conversions, and get your business more sales.

Do you need an SEO agency?

If your business is looking for an seo agency, then why not call us?