online marketing toronto

Craft a Powerful Brand with Good Content

Your business relies on its website to tell its story in the digital space; often your website also helps you reach a market that is yet to find you. Employing efficient online marketing strategies in a diverse and competitive space, such as Toronto, requires making the best use of your website through the content you generate and publish, and will constantly evolve to tell your brand’s story. Your business evolves and grows through the information it is able to successfully share with patrons that subscribe to your products and services. A good story will draw your market in, but has to be constantly retold in new ways to keep your audience entertained and subscribed to your offers.

With good content, you tell the story of your brand in order to influence the market in your favour. Leveraging good content in online marketing spins the story in your brand’s favor, setting the tone for the rest of the market, and dominating the conversation. To do this, your business must continuously create meaningful content that fuels your brand’s story, helping you to retain and grow your market resulting in leads, conversions, sales, and closed deals. The standards for what good content is, and how it converts viewers to customers are constantly changing, but in 2017, these are the trends to watch out for and hacks you should adopt.

Create your brand with online marketing content that captures your market. For captivating content marketing, contact 360 at (416) 619-7935 today!

Embrace Content Diversity

Website content isn’t just composed of written text that goes into your blogs and articles. After all, your viewership isn’t entirely made up of readers who will patiently wade through blocks of text to discover your unique products and services. Successful online marketing requires embracing multimedia content creation in order to engage your audience in your brand’s narrative and capture their interest in your well-placed offers.

Recently, content such as videos, especially live ones now available in the form of webinars, podcasts and live streams on various social media platforms, are a hit among audiences. Not only does multimedia content entertain, but it’s also a good way of offering a 360 degree insight into your business. With product videos, infographics, slideshare presentations, tutorials, FAQs, and streaming from your launches and industry events, your audience connects with your brand in real time and see’s your business come to life before their eyes, as opposed to just reading about your latest offers and having to imagine and set up their own expectations.

Multimedia content creation does not have to cost much either. With the rise of the smartphone-wielding generation and taking customer experience on the go, shooting videos and streaming these live at events can be done using mobile apps or your phone’s camera. Producing multimedia content shouldn’t be time-consuming either, as you can repurpose content in other formats and use these in your other online marketing collaterals, such as using the material in video scripts for infographics and blog posts.

Real Content for Real People

In working hard to optimize a website for search engine queries, many make the mistake of creating content that’s easily found, but reads poorly for real people who are on your website trying to determine if your offerings are a good fit for their needs. In the process, you are likely to lose this viewership and potential market if your sole concern is to rank well on a Google search.

Online marketing is embracing the principle of creating real content for real people. In-depth content that is properly laid out, can be easily understood, uses clear language and utilizes high quality, inviting images to support the text is now shown to rank and convert well – even better than content that is aimed at ranking well on search, but flows poorly, is haphazardly arranged and reads awkwardly due to excessive use of common search phrases.

Creating content for the right people is a long process, but as you work on that, you can also use some quick fixes on content that’s already published on your site. These are called content upgrades. To start, you can attach snippets to existing content on your website that’s already performing well. These support content that’s already well-received by your market, you can use upgrades such as bonus tips, downloadable PDFs your audience can take on the go, kits, checklists, worksheets, training videos, and even useful templates. This saves you the trouble of having to completely change content that’s already working for your business all at once, and instead lets you implement useful changes that not only cement your authority on subjects concerning your business’ industry, but also allow you to reshape your site’s content in a more manageable timeframe. By fostering interactions with your audience like these, you can also encourage sign ups for newsletters, email marketing and leads in exchange for access to downloads and access to other content upgrades.

Add a Personal Touch

Much like the localization of search these days, micro-targeting and hyper-personalization are going a long way in building customer trust and fostering good business ties. In online marketing, all it takes is to remember who is it for and why you’re doing business. Always, the goal is to serve the needs of your local community and build trust in your products and services as a staple in their lives.

When you target a demographic in your audience and personalize online marketing efforts according to their interests and preferences, you are able to bring your business closer to them and remind them of your ability to craft unique solutions for their needs. It shows that your business has the best interests of the market at heart, and your business has ties to each set of audiences to prove that.

Remembering important holidays and sending out messages that show your audience you are one with them in commemorating these milestones only takes a little time and is worth the effort in maintaining a solid presence online. Crafting marketing messages according to your market’s location, work information, personal tastes and previous search behavior demonstrates your business’ ability to connect with an audience and prove that your business can supply the market its needs as these arise.

All these efforts can work seamlessly with your larger, general and widely-encompassing online marketing messages. These show how your products and services are needed by and adequately cater to a wide array of audiences, all of whom are drawn in by a specific point that appeals to them at the onset.

Crowd Source and Influence

Tell your market you want to hear from them – and watch the magic as it unfolds. There is nothing that defines the customer experience more than giving your audience a stake in your brand through their opinions that help to shape your business. When you engage your happy customers, they become loyal patrons who will form part of your base following. In time, they will rally your brand and their experiences will shape their peers’ interaction with your business.

This smart online marketing tactic persuades a market you are yet to connect with using what their peers have already said about your business. User-generated content is on the rise these days, and for this to work to your advantage, it should be supplied by customers with good interactions with your brand who can lend their voice to sharing your brand in a simple as a photo, post or tweet shared across their social media platforms. This now works as the new word of mouth, and poses an infinite amount of possible interactions with your brand, each starting with a loyal customer and their social circles.

Taking care of your online reputation is only one benefit of user-generated content. With a steady rise in review submissions, small competitions, use of hashtags you encourage your followers to use on social media when starting a conversation about your products and services, and the gentle prodding of influencers or brand ambassadors, you can also generate content pieces from what they have to say, and use these in review posts, news articles and online marketing campaigns. Not only do you open more communication channels with your market and act on their feedback as these come in, all working towards boosting your brand and improving business; you also gain relevant content you can repurpose and use for future marketing campaigns.

Content is your website’s heart and soul – it gives your online presence meaning, and defines your brand in the digital marketplace. Content is what your potential customers consume, and what makes or breaks every lead you generate and every sale worth closing. Good content makes telling a powerful brand story, piquing the market’s interest and capturing an audience who will follow your business as it grows – all possible.

Leverage high-quality content for your business today, and transform your website into a booming digital marketplace. Contact 360 Business Local at (416) 619-7935 today!

ppc toronto

Get the Most Out of Your PPC Campaign

Marketers have been becoming more creative in finding ways to continue ranking for heavily competitive search phrases, and to stay there. The more ways your site can be found outside of the keywords that users type in search, the more challenging and exciting it is to try to get ahead of the competition.

Pay-Per-Click advertising is one of those ways. Paid search levels the playing field, giving newcomers and those who need an extra boost a chance to compete with top sites that have enjoyed high organic rankings for a long time. PPC advertising is a great tool to help you come out on top, but it’s not free.

With PPC, there’s the additional challenge of getting the best return from your campaign. Because you’re incurring additional expenses to get ahead of the competition, you’ll want to see that you are, indeed, able to stay ahead. To do this, you will need well-structured PPC campaigns that will not just direct the highest possible traffic to your business, but generate leads that convert to actual sales. Here, we’ll learn some pro tips about launching the best PPC advertisements and getting the most out of them.

Learn how a PPC campaign helps you break into the market in Toronto. Call 360 Business Local at (416) 619-7935 today!

Be Present Year-Round

Many businesses experience a peak in sales during a certain time or season. As such, many advertising campaigns are geared towards bringing in the most traffic during those peak times. To get ahead, many businesses think of advertising heavily well before these peak seasons, focusing a lot of their efforts and resources on these particular times and less during the off season.

However, the goal of every business is to stay afloat year-round. This is why it’s also important not to direct all advertising efforts and budget during just one season or peak time. Business owners and digital marketers alike can identify other times that would be good to generate leads using paid campaigns. A good strategy would be to spread out resources and launch PPC campaigns even when it’s not a peak time for your business, or even the industry it moves in. This helps you maintain a solid, year-round presence. While success in business can be predicted through patterns, you never really know who might come knocking at your door as a result of your advertising efforts, so it’s best to keep your options open.

Running PPC campaigns well-spread throughout the year widens your lead time. Aside from bringing in unexpected business, a wider lead time allows you to capture the interest of more conscientious shoppers who like doing their research and spending time getting to know your business before they actually decide to purchase from you. Constant brand marketing efforts help you keep an audience happy and guarantee that they will keep you in mind for when their need of your product or service arises.

Bid All Ways

Some business owners think they should not bid on their brand terms when launching PPC advertisements because that’s what SEO is for. However, SEO efforts only take care of organic search results. Bidding on your brand allows your business to show up in that prime advertising space on top of organic search results. Doing this increases your chances of draw in potential customers: first through your ad on top, and then your organic listing below. When you bid on your brand, you shape your brand’s narrative and control the message. Doing this helps your ad come out on top, in addition to your SEO efforts.

You should also look into bidding on the ‘wrong terms’. A good portion of search engine users don’t know exactly what they’re looking for, and as a result, enter very generic search terms, picking out from the results something that piques their interest. To do this, you will need to get creative with your messaging without being misleading.

Some search engine users could be entering generic terms and bidding only on your specific brand terms would result in your ad not appearing in their search results. Thus, it is useful to bid on general terms and even on ‘wrong’ terms, as these could lead to users who do not have anything exact in mind being directed to your products or services. This could help them realize they have been looking for something your business offers.

Capitalize on your brand terms, but at the same time, think ahead of what your competitors might do. As competition in a big city such as Toronto is tough, competitors won’t resist bidding on your brand terms, and if you insist on bidding only on generic terms or refuse to bid on their terms as well, competitor ads could display above your organic listings, reducing your chances of drawing in your target market.

When crafting your PPC campaign, keep in mind your own brand terms, what your competitors would do, and what your market looks for, especially those who opt for general searches and could be using the ‘wrong’ terms to find service or product providers, such as your business.

Use Your Strongest Links

A PPC advertisement does not just have to lead users to your site’s homepage. A good campaign can be more targeted, using your site links wisely. This helps search engine users find exactly what they’re looking for, allowing your website to draw them in if they see that your ads are directly linked to the exact product or service they are looking for.

No one appreciates being shown links not directly related to their search. To draw the largest possible audience to your site, it helps to use your site’s top links in your ads. Links to your business’ core products or services can be displayed along with your ad.

Along with product or service pages, you can also use related links, such as pages they would navigate to after reading about your core offerings. Links that display more extensive information on related products or services, reviews, news, and store locations, among others, are helpful. These links work as extensions of the products or services you are advertising, and will help you build stronger ties with your audience, giving them the complete experience of doing business with you, and even help to turn them into patrons in the future.

Optimize Your Landing Pages

You’ve drawn your market into your site, now it’s time to keep them interested in your business and keep them happy with what they see once they’re in your website. When they click on your ad and are directed to a landing page that is messy and does not show upfront what they hoped to see based on the ad that drew them in, they’re going to hit the back button and proceed to see what others offer.

When users click on your ad, they should be directed to a landing page that shows exactly what your PPC advertisement says. They need to be able to immediately make the connection. It only takes a couple of seconds for users to realize that they’ve either been directed to your site correctly, or they were only misled by your catchy advertisement.

A good landing page can successfully convert a user’s visit into a sale. Good landing pages are focused, organized and clear. They include a call to action, good high quality images, and displays all information that your ad says it would. Users are also able to make a clear connection between the ad displayed and the products or services they see on the landing page. This will instantly help them decide whether your offerings are worth their time and investment or not.

Change It Up

Every target market is drawn to different flavors. You run an ad primarily to expand your reach, but there is an infinite number of ways you can reach out, and an even greater number of ways your audience could respond to each of your efforts. Where your ad is placed also matters. Each local market in Toronto has its own preference and better respond to ads crafted for them. Depending on where you’re advertising and who you’re reaching out to, you need to change up your PPC advertisement in order to successfully target different markets and bring them all in your business.

Changing up your PPC campaigns shows your market you truly understand their needs and that your products and services are carefully crafted for each of their unique needs. Small efforts such as changing the language and appealing to quirks and tastes that are uniquely local to a market resonate well with your target audience. People respond to being understood and treated well, and showing that your business cares about their needs will lead to building good business relationships and creating a solid following for your brand.

Using PPC campaigns to bring in business is an investment, but a smart use of paid advertisements can effectively direct leads to your site and open more opportunities for sales, profit and success for your business.

Let 360 Business Local help you launch your PPC campaigns effectively. Call (416) 619-7935 today!

digital marketing company toronto

#LoveLocal: Ways to Top Local Search

Every successful business can trace its roots back to a local community in which its ingenuousness and creativity first flourished. From there, small local businesses are able to find their own place in the market and create an identity separate from big players. To target this niche, business owners can focus on local search trends and in effect, better connect with search engine users within a certain radius of their location. This lets local businesses convert more leads to sales and solidify their position as a staple in the community.

Working with a digital marketing company helps you identify local opportunities that your business can use to dominate its market in a big city like Toronto that’s bustling with both competition and opportunities.

Let 360 Business Local help you identify opportunities for your local business. Call (416) 619-7935 today!

Here are four ways a digital marketing company can help your local business find a niche and dominate the local market in Toronto.

Create Niche Content

These days, merely having a website that lists your local business’ products and services is not nearly enough to be found and make a sale. With larger businesses dominating general search terms, it’s important to set yourself apart to be found by your target market. Because your local offerings aren’t necessarily in the business of competing with national or multinational conglomerates, defining your niche is essential to getting found quickly.

A digital marketing company can help you define your strategy in effectively capturing the market in locations your business operates in. This focuses your efforts to bring in sales from the direct communities you serve.

In a diverse market, such as Toronto, the content on your website plays a key role in helping you get found online. Your site’s content also defines who finds you and determines whether they will avail of your products and services.

An effective strategy employed by digital marketers is optimizing content not just according to high-traffic keywords, but also according to local search trends. This is done by pushing area-focused keywords and developing locally-focused content for your website’s product information and contact pages, as well as its blog entries.

When your website incorporates local keywords, your business is brought closer to the communities it serves, presenting you with revenue opportunities you can actually count on.

Aside from keywords, digital marketing companies also lace titles, tags and descriptions with location indicators, further increasing your ranking. Finally, when modifying your website’s code, digital marketers may include a schema markup – it’s an addition to the website’s code that gives search engines more information about your business, aiding your efforts to be found.

Put Yourself on the Map

People now use digital maps, such as Google, to find a place. As such, your business has to appear on the map to be found. New search trends point to increased localization in an effort to better connect search engine users with exactly what they are looking for and what is within proximity to their location.

With the use of location services available on most smartphones or other devices, search engines are able to factor in the user’s location to supply them with search results relevant to their query. When these potential customers are within a certain radius of your establishment, a good map listing will help direct them towards your business.

To reach your business, people need to know exactly where they can find you, and listing your business’ information online makes it easy for potential customers to walk straight on through your doors.

Digital marketers can set up your Google My Business account ,making sure that all information pertaining to your business is properly listed and can be easily found by those looking for related products and services. This service includes populating important fields such as description, categories, location, store hours, contact details, official website, logo, modes of payment accepted and photos of your products, services and place of business. The more information potential customers have about your business, the more likely it appears legitimate and trustworthy.

Use Local Listings

Apart from listings on search engines, online directories and citations also help. Local business listings provide potential customers with information about your business including hours and contact details, helping direct them towards your establishment and opening up opportunities to earn from their visits. Many potential customers regularly check sites or even use apps such as Yellow Pages, Yelp, 411.ca, etc. to find the product or service they desire which is nearest to their location. These users are also reading reviews left by other patrons.

To have more chances of connecting with your market in Toronto, it is important for your business to have thorough listings in these directories as well. A digital marketing company can help you update and maintain existing listings in Toronto, as well as create new listings as new directories emerge. Details such as your business’ name, address, hours and contact information, should be checked to ensure consistency across directories to avoid driving potential customers away due to inconsistent information that makes your business appear unreliable.

Reviews are the New Word of Mouth

Before the rise of advertising and social media, businesses relied on word of mouth advertising that circulated among family and friends. Recommending to one’s social circles a product or service that worked for them was the most trustworthy way to find a business. These days, online reviews work in the same manner.

With more people wanting to gain maximum customer satisfaction and the best value for their money, smart consumerism is on the rise. More and more customers are posting reviews for products and services they avail of, and the effect is two-fold. One, it drives businesses to improve customer satisfaction by innovating on their current offerings; and two, it either encourages or drives away potential customers from your business, depending on experiences of previous customers.

Managing customers’ expectation is no easy feat since many people opt to read online reviews and factor these into their decisions, but a good digital strategy can help you capitalize on good reviews and mitigate the effect of negative feedback.

A digital marketing company can help you monitor reviews as they come in, respond to reviews and build trust in the community. Responding to reviews shows that you care about what your customers have to say and have their satisfaction in mind. A good strategy to employ regarding reviews is asking your customers to post feedback on your business’ Google My Business and social media pages. This help to increases your ratings, boost your online reputation and shows that your business thrives on serving the needs of its local community.

With emerging trends in the digital age, setting up shop in a local market can mean not having to constantly compete with big players who are dominating larger markets. Their reach is wide, but your business can find a local niche, build stable relationships and usher in sales it can really count on. A digital marketing company can help point your business in the direction of its local market, craft messages that target a specific audience it hopes to reach, and help your business become a staple in its community.

Put your local business on the map by calling 360 Business Local at (416) 619-7935 today!

SEO company Toronto

Embracing Changes in SEO by Adapting to New Digital Marketing Trends

With the rise of targeted ads, paid campaigns, community building on social media platforms and increasing localization of search results that search engines supply its users, it begs the question: does SEO still work?

These days, paid ads are displayed on top of organic search results and are seen first by those who need a quick fix. This challenges the practice of optimizing a website according to search trends and high-traffic keywords in an effort to be constantly found by those who need it. Many brands also maintain communities on social media and use these platforms to release product and service information while driving user satisfaction. With all these emerging trends, reality is, good SEO alone isn’t all that it takes to get your local business found in a big city like Toronto and match you with potential customers. To make your website rank and get your business found, SEO companies are now challenged to look into balancing efforts for ranking organically with that of paid advertisements and leading the conversation on social media platforms.

Here, we’ll walk through the changes in online marketing and determine how an SEO company’s efforts to get your business found in Toronto can drive your business to the top as it embraces other emerging trends in digital marketing.

Looking for an SEO company that does more to get your business found? Contact 360 Business Local at (416) 619-7935 today!

Changing Search Result Trends

While websites are constantly working on being found, search engines such as Google are striving to streamline search results in an effort to better match users with exactly what they’re looking for. For example, users who are looking for businesses that carry products or offer services they need are now more likely to be matched with a business that’s within a certain radius of their location.

Paid results and advertisements are now also listed on top of organic search results, not just below. This may sway users not searching for anything specific or are in a rush to find a suitable match towards the paid results, as these are seen first.

Organic SEO search results are then shown second to those that pay Google to advertise their sites. To compete, SEO marketers are challenged to optimize websites in order to rank in organic search, ensuring your website still appears on the same page as paid results. Competing with paid search results can be challenging, but digital marketing pros work hard to be constantly updated on changing search engine trends, and will continue to optimize your website according to these trends and stay on top.

The Rise of Social Media

Using search engines isn’t the only way businesses and their target market connect these days. Most businesses now have active social media profiles and engage with their audience directly through posts, tweets, snaps and reviews. Likes, retweets, mentions, replies and views now also count towards measuring the success of a business’ online marketing efforts. Some people might believe that using social media to direct traffic to websites is a more effective method, as social media news feeds tend to have the latest information, but relying solely on social media to get you business isn’t always your best bet.

While regular social media activity can direct traffic to your business and build credibility, the uncontrolled nature of the environment can bring negative feedback to light. Negative comments, whether with merit or are unsubstantiated, can greatly impact your business as soon as these are published; potential customers will have to like what others have already said about your business in order to trust you to provide their needs. This is where the support of SEO marketers comes in handy: we know how to work with both organic searches and new platforms, such as social media, to direct traffic towards your business with the aid of a good reputation. Many SEO companies including 360 Business Local now offer social media management services. This includes regular posting on your behalf to your business’ social media profiles by advertising offers and promoting website content.

SEO companies also incorporate the same keywords that business’ sites rank for into their social media profiles and posts. In turn, this directs search users to businesses’ social media channels, encouraging them to connect and stay updated on latest news and offers. Digital marketers incorporate links to the company’s social media profiles, allowing them to build an online community and use their newfound following outside of their keyword rankings and site visits as another way of measuring the success of their online marketing efforts.

Rankings Still Matter

It’s no secret that SEO companies are increasingly challenged these days to direct traffic to clients’ websites organically despite the popularity of paid search results and social media. To stand out, websites that still rank well for high-traffic keywords must develop quality content that puts them on the same page as the paid search results, encouraging search engine users to scroll down and find in these well-ranking sites for a closer match to their search phrase.

Search engines are gearing towards localizing results to make their users’ search more actionable. For instance, Google’s location services enables it to give its users results that point to local businesses within their reach, driving actual sales and keeping users satisfied with the answers they get. This incentivizes digital marketers to track and push for local keywords on your website. By doing so, businesses grow closer to clients who are most likely looking for services and products they can access from their location, thereby making your marketing efforts effective and converting more leads to sales. To make your business rank in local searches, SEO companies optimize content on your website according to your business’ local reach and send out content that carries location-specific keywords.

SEO companies may also get creative with the services they offer and the efforts they employ. Most companies now manage paid campaigns on top of organic keyword search efforts. This allows businesses to gain the best of both worlds and maximize their rank in search results. Some even offer social media management services, posting content from your website to your business’ social media profiles, responding to customer queries, listening in on trending conversations in your industry to build your brand’s community online.

SEO is no stranger to change. With the evolving dynamics of online marketing and the constant rise of new ways to engage an audience, the field also keeps on adapting creative new ways of doing what it does best: connecting businesses and potential clients who are yet to find each other.

Stay found by mixing SEO with paid ads and social media. Get started with 360 Business Local by calling (416) 619-7935 today!

online marketing

Start Fresh: Constant Reinvention for Best Online Marketing

The way people react to and digest information they find online is now a factor in how a website is received by an audience and ranks according to their preferences. Websites that remain constantly relevant to its target audience rank well, and those that don’t are pushed down in search result pages. Older websites are then challenged to reinvent themselves and discover new ways they can adapt to trends to come back on top. A great way to adapt to new online marketing trends is by relaunching your old website with new features that appeal to your target audience.

Here, we’ll learn about a few useful tips to keep in mind when preparing for a website relaunch, as well as what we can continuously do to make a new and improved website a success in the market.

Prepare for your website relaunch with a top online marketing firm. Contact 360 Business Local at (416) 619-7935 today!

Pre-launch Audit

While some website managers opt to wait for real-time information about how well their relaunched websites are performing, it helps to conduct an audit on your website in its testing stage. This aims to catch and correct errors on the new website before it goes live.

A pre-launch audit allows owners to compare the changes made between their old and new site and ensure that the point for the relaunch is satisfied. This also helps owners see the difference in their past and current online marketing efforts, tracking their growth and recognizing the potential a relaunched website has in attracting visitors and converting these visits to profit.

A typical pre-launch audit looks at five different factors: current analytics, technical issues, site content, internal links and benchmarking against high-traffic keywords.

  • Integrating Analytics

Since a website relaunch is not the same as building a completely new website from scratch, it’s important to make sure that your site’s analytics continue to show data from the old site and its relaunched version. To make the best decisions based on your site’s performance and track the effectiveness of your online marketing efforts, you need to be looking at data that integrates both versions of your website. This allows you to determine whether your relaunch efforts succeed in bringing new traffic to your business. Failing to integrate data from your old site will result in a skewed measurement of performance and may cause you to make misinformed decisions regarding your online marketing efforts and targets.

  • Catching Technical Issues

As with anything that’s new and may be untested by a large audience, a relaunched website can also be susceptible to technical issues.

Business owners or their web design firms should catch potential errors before the new site goes live. Watch for factors such as the time it takes a relaunched page to load successfully, the functionality of newly integrated commands and the appearance of its new layout and ability to display newly added elements such as design and images.

Needless to say, a relaunched website that proves to be far from fully functional defeats its own purpose and negatively impacts a business’ online marketing efforts. If your relaunched website experiences technical issues, it’s more likely to drive site visitors away, instead of being able to use your new site as an effective marketing tool for conversion.

Whether as the owner you opt to redesign the website yourself, or you choose to work with a web design firm, it’s important to turn your test site inside out and repeatedly test for any of these technical components to make sure your online marketing efforts truly succeed with a relaunched website.

  • Checking the Market

The goal of re-launching a website is to improve online marketing efforts and generate more leads and sales. To successfully determine an online marketing strategy, it helps to check how your market moves and what appeals to your audience.

You can check for trends by looking at high-volume keywords and top sites that are able to effectively direct search engine users to their business. You can also check how your old site ranks for these high-traffic keywords and track your improvement with a relaunched website in the long run.

  • Reviewing Your Content

Perhaps the single most important reason that drives business owners to relaunch their website- content – which makes every site what it is. Content determines how websites are found and how a business’ online presence ultimately leads to the success of its online marketing efforts.

Business owners with poorly updated websites are driven to relaunch their websites, repackage their content and introduce their business to potential clients through a fresh version of their site.

When updating your site’s content, it’s important to review what was already published before and create continuity by organizing upcoming content according to what your business’ market is abuzz with. Updated, relevant and trending content guarantees the success of your online marketing efforts, as it helps potential clients find you better and assures them of your standing in the market.

Successfully keeping content fresh requires reviewing your SEO efforts and making sure that your site has content for what it’s supposed to be found by search engines for. This means updating your list of keywords and making sure that your site’s articles, images, descriptions and titles reflect the keywords you want to be found and bring in business for.

  • Building Links

As with encountering technical issues on your site’s elements, internal links are also susceptible to issues in relaunched websites. When sites are redesigned and their code is updated, some links may be broken in the process, failing to redirect from one page to another. A website is as strong as its internal links, much like building blocks.

Each section of your website should be connected to form a whole to make sure that all parts of it are found on search engines, especially that searches these days are becoming more specific to better match users with exactly what they need. It’s important to test your redesigned site’s links, making sure that its pages are connected to effectively market your business online as a whole. An example is checking for links between blog articles and product or service pages, and these product pages to contact forms for closing deals. The more links your site has, the more likely potential clients find everything you offer and encourage them to do business with you.

Maintaining Your Efforts

The real test of your online marketing strategy and efforts begins when your website is relaunched. From this point forward, you will need to continuously audit your site, update content and track your rank and performance against high-traffic keywords and see how much your business is improving. You will also want to track how well your relaunched site converts leads generated online to actual sales you make. Maintaining a functional, high-traffic website is a constant challenge and it will always take innovation to stay on top of the game.

Take your business to the top with online marketing. Relaunch your website with 360 Business Local! Call us at (416) 619-7935 today!

Utilizing Old Content for Current SEO Efforts

There is no denying the power on constant new content publishing in the SEO world, and Google agrees. However, if you’ve been diligently posting new blogs or pages and keeping up with current relevant news to your business, what do you do with your old, outdated content? It’s true that posting new material is a huge factor in your content marketing efforts in Markham, but refreshing old content is also a good way to boost your position up on Google (and it’s much quicker than writing something new!). This also helps your ROI on content, since you are getting more use out of existing pages with just minor time investments. Learn about utilizing your old SEO content for your new SEO efforts by reading below!

  • Audit Old Content

First, go through your existing content. Organize all your content into different categories: up to date, outdated, repurpose, upgrade, etc. If you have old content that is in no way relevant anymore, is outdated beyond repair, or could bring in unwanted (AKA: “garbage”) traffic, simply unpublish it. You can set up 301 redirects to these pages so that an interested reader could be redirected to a page or blog that shows more relevant and updated content.

  • Make the Old, New

Old SEO content might not just be outdated in terms of information, it may also be outdated in terms of the way they reflect old Google trends. Google now really puts usefulness to the reader before all else, so make sure your old blogs have a purpose and can help your target audience find answers to the questions they are searching up online.

If your old blogs or pages are lacking in terms of media and formating, refresh and spruce these areas up. You can increase the traffic on old blogs over 65% if done successfully! Not bad for something that’s already written and published, eh?

  • Quality, Not Quantity

If the sound of going back to your old content and diligently updating and optimizing sounds like a waste of time to you, think again. While many would assume that spending time to create new content is the way to go, trends show that this is not the case.. At least, not entirely.

While you should still produce new and fresh blogs and pages, spending time updating the old can show more improvement to your SEO rankings than just relying on new content pumping. Use the new and the old to really reap the SEO benefits!

Have 360 refresh the old, and create the new. Contact us today at (416) 619-7935 to speak to a SEO expert!

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7 Common Fears Business Owners have About SEO

Digital Marketing and SEO in particular are still fairly new practices, especially to the average Generation X business owner who might see the practice as nothing more than made-up voodoo. Some who have heard of SEO (search engine optimization) may have a  negative connotation around the practice; perhaps they had a negative experience with a so called “SEO Expert” or they read a scalding article about it on Forbes. We are here to dispel these often untrue rumors and clear up any misconceptions you may have about using SEO for your business. Read our blog below and see why you should embrace the power of search engine optimization!

 

  • It’s Too Convoluted – I Don’t Understand It!

At the start, SEO can seem like a very abstract process. It is common for newcomers to be frustrated with this complicated idea and disregard it. In the end, SEO is not brain surgery; however, it is SEO’s ever-evolving nature that can put off many from learning the industry or stop a business from deeming it as a necessary expense. We suggest reading some digital marketing blogs about SEO (we recommend Moz, who has a whole blog category for SEO Basics) to really understand the benefits of digital marketing and SEO.

 

  • It Will Cost Too Much!

A huge advantage of SEO is that you can typically find a price point for any budget. Of course, smaller budgets will target less competitive queries that have less monthly searches, but it will be a good way to quantify and understand what is resulting from your digital marketing experts SEO ventures. From this, you can choose to either continue at this price point, or raise the stakes a bit to really see results!

Just a side note, while you might feel SEO is expensive, we see it as the opposite. Tradition forms of marketing and advertising are much more costly, and with often-times non-quantifiable results. A television commercial is often much too costly for a business owner, but a video ad before a Youtube video might be more within their reach.

 

  • It Will Take Too Long

We’re going to be honest: SEO takes time. This is not a one-and-done solution to your business problems. However, knowing that SEO will often take at least a few months to show real results, you can rest easy knowing your competitors won’t beat you to the punch.

How long will your SEO effort take to show you results? There’s no answer for that, and any digital marketing company that offers a first-page result in a month or two is likely untrustworthy, at best. Often times, you can expect to see changing within the first 6 months, but a year of SEO efforts is usually where you see the big-ticket winners.

Get your SEO done by only the best in Toronto, Markham, and the GTA! Reach us at (416) 619-7935

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Important Upcoming Google Updates to Consider!

With 2017 right around the corner, it’s easy to get caught up in the holiday spirit and neglect to keep track of your SEO strategy. However, digital trends are evolving in the next few months, and paying keen attention to these evolutions in Google will put you a step ahead of your competition. This change will revolve around personalization and visitor experience; neglecting these two key factors will result in some unwanted side-effects from Google. Read about the upcoming changes to Google below!

 

  • Analytics is Evolving

“Session Quality Scores” is being rolled out to Google Analytics very soon. This score will help to predict the chances of a visitor from Google converting. Knowing your session quality score will help you create a higher quality customer experience.

Another feature called “Split Index” will also be rolled out in the next couple of weeks. This feature will help data analysts and digital marketers split their desktop and mobile analytics completely. With mobile visitors making up about 60% of traffic, this will be immensely helpful to understanding our ever evolving digital world.

 

  • Google Optimize

Google Optimize was originally available in Google Analytics 360 Suite, and it allows marketers to fully test multiple versions of their website. This gives them the opportunity to uniquely tailor their website for individual visitors, thus enhancing the overall user experience on their website.

Google Optimize is highly specialized for Google Analytics, and will give you the most accurate insights about where your website needs to improve. The targeting tools will allow you to tailor your website experience to all unique visitors.

 

  • GTM Update

Google Task Manager is already a very versatile tool that helps marketers make informed and relevant changes to their website via different “tags”. GTM will be adding 20 new tags, such as the Twitter and Bing tag. These new additions might open up a world of information for marketers, and help them curate their content to relevant audiences.

Make relevant and important changes to your SEO strategy with 360! Contact us at (416) 619-7935 today!

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What’s Happened After the Possum Update

Wondering what’s going on with your local search rankings? Google has recently released the Possum update and many of you may be confused as to what it is and how it has changed SEO. Keep reading to find out more.

Looking for ways to boost your local rankings? Find out how from marketing specialists in Markham!  Call 360 Business Local at (416) 619-7935 to discuss your options today.

What is Possum

Possum is the name of the large local algorithm update that occurred on September 1, 2016. This update has only impacted rankings in the Local Finder, where you find Google Map results and local results, and the 3-pack. The main purpose was to diversify local results, and to stop spam from ranking. The filter that applies to local results was one of the main things that was updated.

Possum Specifics

One of the biggest problems local SEO faced was if a business or service fell a little outside of a city’s limits, then they would have a difficult time ranking for keywords related to that city name. In some cases those companies would not even fall under any particular city according to Google Maps results. After the Possum update, many businesses likely saw a large increase in local rankings.

Filtering Based on Address & Affiliation

Before Possum, the local filter is that it would filter out any profiles that shared similar domain names or phone numbers. For instance, if you have a dental office that has separate listings for individual practitioners, as well as one for the office, the Google local filter would only show one or two of the listings. Any others would be filtered out.

While this makes sense as Google will regularly filter out any duplicate content, and many users do not want to see the same business listed several times, this is not beneficial for businesses. Since the update, a lot more businesses are filtered out due to the address of the business being the same as other listings within the same category or type of business. If you have multiple listings available, instead they of showing up in Google search together, it is likely that one will show one day, and the next a different listing will show.

Physical Location of the Searcher

After the Possum update, the physical location of the searcher has become more important. If a business has a head office in one area, and the smaller offices in other areas, they may notice that their listings may drop in rankings as a result. In the future is will be essential to make sure that the searcher location is set up to the correct city when tracking rankings.

Results Vary Based on Variations

Another thing that came with the update is that search results seem to vary more based on even the slightest variation of the searched keyword based on the 3-pack. There is overall a lot more fluctuation between keywords that are similar. In some instances, a listing that has been filtered due to one query, but then will appear again if an abbreviation to the keyword is added.

Local Filter running Independently from Organic Filter

Before, if Google would organically filter out a website or a page it would have a negative effect on the rankings.  Now since the Possum update, it seems that businesses that rank high for more competitive terms and keywords are linking to pages that have been organically filtered.

There is still a lot of fluctuation in terms of the local filter, which leads some to believe that Google is still testing different ranking signals.

Want to know how you can optimize your local rankings with SEO? Hire a digital marketing specialist and have it done right. Reach us at  (416) 619-7935 today.

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4 Reasons Responsive Web Page Design Matters for Your Business

In this post, the 360 team shares 4 reasons why your company would go better business with responsive web page design.

  • Accommodating all of your customer’s different devices. The modern consumer is equipped with many different devices, and they could use any one of them to bring up your company’s website. The days of desktop and laptop-exclusive browsing are over: smartphones, tablets, and even console gaming systems are increasingly being used to search product and service information online. If you want to maximize conversions, you need to make the user’s experience easy and enjoyable on any device. This is especially true when you consider that some users will pull up your website on their laptop and then want to revisit it on their smartphone later on. If a user returns to your site on a different device and is unable to access the same product or service information because of a disrupted format, you could lose a sale. Investing in responsive web page design ensures that the customer’s experience stays consistent across all devices, and fits perfectly to any screen size or shape.
  • One page to rule them all! It’s tricky enough to keep a single website updated with relevant product, promotion, and contact information. Unfortunately, many business owners end up managing two duplicate-but-different sites for mobile and desktop users, unaware that they could consolidate the two with responsive web page design.  This approach is flawed for a number of reasons. First of all, it effectively doubles your workload, forcing you to do twice the work any time you want to add or change a feature of your website. Having two sites also effectively halves the site performance and traffic metrics that Google factors into site ranking. Furthermore, many “mobile only” sites offer only a fraction of the features that are available on the normal “desktop version.”
  • Google rewards responsive web page design. Google has recommended responsive web page design for years but now algorithms are being implemented that specifically reward these sites. As of April 21st, 2015, responsive web page design has officially become a Google ranking signal. This means that along with improving the user experience, optimizing your site for any device will also boost your Google visibility!
  • Setting up for scalability. Responsive web page design sets your business website up for success in the future. As technology continues to evolve and become a cornerstone of our culture, new devices will be released. Rather than having to build new websites to suit every new piece of hardware that comes out, why not just invest in responsive web design and set yourself up for simple scalability?

Want to learn more about responsive web page design? Give us a call at (416)-619-7935 and receive a free consultation with our team.