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Keeping up with Your Business: Fresh Updates through Google Posts

As a leader in the digital marketplace, Google is constantly changing the way businesses are found on its platforms and can continuously reach the market to promote products, services, and their latest offers, events, and specials.

To compete in Toronto’s digitally-savvy market, part of owning a business in the city these days heavily relies on leveraging the latest and most effective digital marketing strategies to make your brand stand out across Google’s network, such as on Maps, now known as Google My Business, which your potential customers largely engage with.

Through Google My Business, and with the help of a digital marketing company in Toronto, you can add or claim your business listing and optimize it with the most up-to-date information that helps potential customers find your business, such as hours and location; and discover what others share about their own experience from availing of your products and services, among others. With the recent addition of Google Posts to business listings, potential customers can now also see how they can best avail of your most attractive offers.

What are Google Posts?

Google hasn’t officially given it a name, but many business owners and search engine users now see these small banners displayed under a business’ map listing, leading the new feature to be colloquially termed ‘Google Posts’.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Google Posts is a new feature under Google My Business that allows you to create content directly on Google; in just a few, short minutes, your advertisement or content is directly published on Google, and ranks highly in search results for their names.

This feature was originally launched in January 2016 for US Presidential Candidates to use. At that time, posts appeared in a card-like format. Recently, it has been extended to Google My Business, allowing you, or a digital marketing company you work with in promoting your business in Toronto to publish these card-like posts that show on top of search results for your business – much like business cards.

There’s no way to access actual Google Posts from their homepage, as these only appear within search results when triggered by a search for your brand name. When potential customers type into search the name of your business, Google Posts come up along with your business listing. With so much potential from increased visibility alone, it’s essential to keep your business’ Google Post fresh, up-to-date, and optimized with the help of a digital marketing company in Toronto.

Fresh Updates Mean Removal of Google Posts after One Week

With the great power of increased brand visibility, comes also the great responsibility of keeping your business’ Google Posts fresh and up-to-date, as the search engine giant removes these in just one, short week after they are published.

Unlike the information listed in your Google My Business listing, or even on your site, Google Posts are not meant to live on the web forever. Rather, true to their purpose of serving your customers with the latest updates on your newest offers, they are to be removed after seven days.

Think of it this way: nothing upsets your customers more than placing an order for one of your products, signing up for a service, or arriving at your store just to find out that the product or service they’re after has been discontinued, or is no longer available. In the same fashion, after a while of publishing Google Posts, they are no longer considered fresh, nor timely, and as such, would have no reason to exist along with your business listing – especially when they’re meant to boost the marketing of a limited offer.

Naturally, you’ll want a massive hype surrounding your latest product, especially if it’s to be offered on a limited basis, but after it expires, you won’t want a mob of angry customers hounding you for an offer that’s no longer available, all because marketing collaterals were not properly updated.

But even with expiring Google Posts, there’s little cause for worry. In your Google My Business dashboard, you should be able to receive a notification of a post expiring soon. With this comes the opportunity to cook up the next fresh update, or promote a new offer, simply by brainstorming with the digital marketing company you work with and arming yourself with a slew of offers your business can share. Alternatively, the Posts tab in mobile also stores all the old updates you shared, making it easy to review past updates and see which offers your customers loved and really engaged with.

As Google Posts can also be used to promote upcoming events, it’s also easy to create a hype before it and invite more guests. After the event, the Google Post quickly disappears, making it easy to mark calendars and ensure you keep promoting only your business’ latest updates.

Build a stronger presence for your brand online, and serve your customers with fresh updates through Google Posts. Work with our digital marketing company in Toronto in posting timely and relevant updates for maximum reach and engagement. Call us at (416) 619-7935  to create your first Google Post today!

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Complete Customer Experience: Start with AMP Web Design

With the rise of websites, online media and digital marketing strategies – first on traditional desktop computers and laptops, and now on mobile, as smartphones and tablets become the modern consumer’s top go-to device for browsing, shopping and managing their diverse lifestyle – it’s no secret that delivering a complete customer experience is now also determined by the ease in which potential customers can navigate your business’ website.

These days, it’s not just any type of website that helps realize your mission of delivering a complete customer experience in the digital marketplace; gone are the days of sluggish, unresponsive, and unoptimized websites users constantly have to zoom in or out off, or scroll back and forth just to interact with a potential merchant whose products and services they’re considering. In the age of heavy digital interactions and digitally-savvy consumers, websites built using AMP web design cut through the chase and raise the bar for a pleasant and modern online customer experience.

Creating a new website for your business with AMP web design? Build on the best features of the platform with these standards for a complete digital customer experience in mind.

Let Users Explore

With lightning fast loading speeds in an AMP site, it’s easy to encourage potential customers to explore your site, and navigate it both with ease and confidence. Instead of pressuring them with spam-like calls to action, ads, and links to contact or order forms in the middle of a product or service page, allow users to explore the site’s different features first before they make a decision. Because your site’s content flows seamlessly and loads instantly when built using AMP web design, your potential customers can delight in their on-site navigation, ending in a successful purchase, or a well-thought of subscription to services you offer.

Convenient Online Transactions

AMP web design is yet to fully debut and become completely functional for e-commerce sites, but as the platform continuously grows, it’s no secret that a pleasant online shopping experience is tied with fast order processing speeds and instant delivery of receipts or confirmation of orders – instant loading time only an AMP website can give.

As you explore e-commerce with AMP web design, it’s important to incorporate enticing features, such as allowing guest purchases, especially for first-time customers. Many online shoppers will definitely tell you that the real bane of online purchases lies in having to sign up or register in order to proceed with the transaction – and worse, many e-commerce sites don’t make the registration process a breeze. But to sustain marketing, you can allow first time customers to make guest purchases, and after, prompt them to register for the site to access other offers, promos, and products.

With AMP web design, you can easily transform potential customers’ e-commerce experience on your site, maximizing the optimal display of content that promotes your products and services, and the fast loading time it takes for them to view said content. Coupled with fast processing, and allowing guest purchases, users will delight in the ease of use of your AMP website.

Use Efficient Forms

Many online shoppers and your potential customers now use their mobile devices to browse products and services they need online, and even proceed with registration, or better, purchases and subscriptions. Filling out online forms can already feel like such a chore even on desktop computers, but more so on mobile devices as screens are smaller, and users often find themselves scrolling endlessly just to complete registration.

But in reality, the modern, digitally-savvy market living high-paced lives doesn’t have time for that. Instead, they need forms that load and process their order quickly, and aren’t complicated to fill out on small screens. To this end, AMP web design can help transform your potential customers’ experience on your site, as not only do forms load fast when built using this platform, but even better, can be perfectly optimized to suit viewing and filling out using their smartphones.

Apart from the fast speeds and optimal flow AMP web design provides as a baseline for your mobile e-commerce site, make sure to incorporate clear labels, real-time validation, and the simplest possible method of completing an online registration. With these standards in mind, you can keep your customers engaged, instead of frustrated, which can lead them to navigating away from your site, and loss of valuable conversion opportunities.

Optimize for Mobile

Perhaps the most important feature of the modern, mobile user experience, optimizing display of content for optimal interaction on smartphones holds the key to retaining and expanding your customer base in the digital marketplace. When users continuously find themselves having to pinch the screen for zooming in and out in order to fully interact with the information displayed on your website, they’re most likely to navigate away from your site, and cost you opportunities to convert leads and sales.

Redesigning your website with AMP web design is the best new way to deliver an optimal mobile user experience. With AMP web design, you are essentially building a website that is made for mobile use first, easily capturing the majority of today’s market that lives and shops on their smartphones. As content related to your products and services are displayed for optimal mobile viewing, and instantly load to deliver information your potential customers require right at that very moment, AMP web design will definitely elevate the level of customer satisfaction you can provide online, making your business a leader in the digital marketing space.

Deliver a complete user experience to your digitally-savvy, modern customers. Redesign your website, and rebuild your brand with AMP web design. Give us a call at (416) 619-7935 today to learn more and get started.

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How AMP Web Development Affects SEO and Paid Search

Since Google launched AMP web development as a new way to create websites, it’s already quickly changed the landscape of mobile search. A primary concern for website and business owners is ranking on top of search results, thereby opening more opportunities to convert leads thanks to being more visible to a wider range of audiences. SEO is a big factor in ranking on top of organic search, but with the rise of paid advertising, and recently, the AMP carousel in search results, being a mobile user’s first choice is becoming more than a game of matching keywords and commonly used search phrases with relevant and engaging content.

As AMP results dominate prime positions on mobile search, it’s time to examine how AMP web development is changing the competition long set by SEO and paid search.

How AMP affects SEO

Organic search rankings are mainly determined by keywords, domain authority and website traffic. Because AMP sites are served on top of organic search results, it’s easy to jump to the conclusion that AMP does affect SEO. However, Google stated that AMP itself is not a ranking factor – well, at least not yet.

In reality, AMP web development influences clicks, impressions and user experience because AMP itself was conceived as a platform for building a new breed of websites especially for mobile, as these load instantly and flow perfectly even on small screens – essentially what the mobile search market needs. All these boost a website’s SEO efforts, helping it drive business to the top of the first page of search because of complete and excellent user experience. As websites developed on AMP now appear on a carousel above search results, these are likely to enjoy more impressions, clicks and user engagement – factors that spark to online lead conversions, and eventually, sales for a business.

So while AMP web development does not directly affect SEO rankings, mobile-friendliness or optimization is – the very factor AMP sites exist for. Google has steadily pushed for mobile-friendly sites in search results, and in the process, eliminating sites that are not optimized for mobile viewing. Over time, as AMP sites generate more views and direct more relevant traffic from their mobile search audience, these sites are able to cement their authority, and in effect, their rankings on search as well.

Currently, not all content users search for is applicable to AMP. In terms of very specific industries and niche content, there may not be enough relevant AMP pages for Google to build a carousel of AMP search results of. In these cases, ranking on search could still be largely due to SEO and paid search.

On the upside, when your AMP site is displayed as a search result, AMP will be indicated, and as search users become more familiar with the mobile-first dynamics of the web development platform, this can lead to more pageviews, lower bounce rate, and positive feedback due to fast loading time and mobile viewing optimization – all boosting your site’s authority and relevance as a search result, making it still a top option for users.

How AMP affects Paid Search

Google AdWords is a great way for businesses in need of an extra boost in visibility and traffic to appear on top of search results, and drive more business from occupying that prime advertising landscape. The position of paid search results have shifted a lot in the past, and recently, these now appear on top of organic search. Since then, subscribing to paid ads have been a top choice of many brands to beat the competition for ranking on top of organic search results.

But throwing AMP web development in the mix makes displaying search results even more interesting now. Because screens can only fit so much, even paid search is expected to become more competitive, making sure that only quality paid search results are delivered to users.

Brands that pay more to display their sites on top of search results and enjoy more impressions, clicks and opportunities for conversion are now challenged to craft even more appealing, engaging, and quality advertisements so as to land on the first page and compete with both the AMP search results carousel, and organic search results.

For brands, this means that their ability to spend on paid advertising no longer solely paves the way for their site to land on the first page of search results; their ads now also have to greatly improve in quality and be more relevant to users’ needs, signaling to Google that their site is the best possible paid match to a user’s search query – on top of both mobile-first AMP sites and organic search results. For users, access to AMP search results means a mobile search experience that is truly mobile-first, crafted with their phones’ screens and processors in mind.

AMP web development’s faster-loading mobile pages also result in more page views, allowing users to interact with more ads displayed inside sites. For brands that employ this strategy known as remarketing, this means more potential customers see their advertisements, greatly increasing their opportunities for conversions and sales.

Combined Power

To cement your website’s rankings on mobile search, a healthy combination of AMP web development, SEO, and paid advertising can greatly boost your chances of ranking on top of search results.

Building AMP site, or converting your current website to AMP makes your business a leader in the mobile customer experience, and for when Google has enough content to build a carousel of AMP search results, your website ranks on top of search. Displaying ads on AMP sites also guarantees more views, and your business better chances of generating leads and converting to sales, all because of faster loading times and optimal display on mobile devices.

Combine the visibility power of AMP on mobile search with tried and tested SEO and quality paid advertising. Boost online conversions with AMP web development and capture the mobile search market to grow your business in Toronto and in the GTA. Let’s start when you call us at (416) 619-7935.

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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!

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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!

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Yahoo Shakes Up Mobile Advertising: 4-Point Breakdown From a Markham Internet Marketing Firm

A recent teleconference discussing Yahoo’s earnings revealed some information that could change the way Markham internet marketing companies operate.

On October 20th, Yahoo CEO Marissa Mayer revealed to reporters that the popular search engine runs a unique algorithm for mobile search results.

This is an interesting development for our Markham internet marketing experts; while many people had become familiar with the concept of mobile-optimized websites, Yahoo has seemingly taken this strategy a step further by mobile-optimizing their search engine experience.

Mayer described Yahoo’s unique algorithmic search on mobile as being a key part of their brand’s commitment to providing “rich card experiences” that would be more “action-oriented.”

Yahoo’s “Slurp,” their dedicated search bot crawler, has been observed in action by Markham internet marketing agents and webmasters around the world. Yahoo Slurp results have been instrumental in populating the brand’s widely-criticized “knowledge graph” for some time, though it has been noted that Slurp’s crawling speed has dropped considerably in recent weeks.

What else did Yahoo SEO Marissa Mayer have to say about this new algorithm?

  • Mayer reports that the ultimate goal of Yahoo’s unique algorithm is to enhance the user experience. However, the technical details of Yahoo’s algorithm seem more geared towards Markham internet marketing experts and small business owners looking to drive conversions.
  • Mayer revealed that over 50% of mobile search results and experiences are generated with their organic technology, with the end-game goal of inspiring users to take more actions.
  • Mayer stated that “action-oriented ads” actually improve the search experience for most users by providing solutions that are relevant to the audiences’ inquiries. If you are running a search for “Markham internet marketing company,” you are probably looking for the services or knowledge of an SEO team; accordingly, an ad for 360 Business Local with a helpful overview of available services and clear “contact” button would improve your online experience, rather than detract from it in the way we typically think ads do.
  • Mayer made multiple mentions of the Gemini platform. Gemini is Yahoo’s advertising solution, and may be worth a closer look from Markham internet marketing firms. Though Google is by far the dominant advertising channel, companies looking to empower their success could benefit from Yahoo’s dedicated ad service to reach untapped audiences. Gemini allows you to create your ad, place it in front of Yahoo audiences within minutes, and set/track your budget as you’d come to expect with Google Adwords. However, the focus on Yahoo audiences, and mobile users via a dynamic experience, makes this advertising channel worthwhile.

So what have we learned?

Though it is often difficult for Markham internet marketing companies to acknowledge any search platform outside of the Google network, Yahoo may offer something worthwhile for business owners looking to optimize their search. We know that mobile audiences are hugely active and influential, and Yahoo/Gemini’s commitment to engaging this huge market via dynamic advertisements could pay dividends to business owners who have saturated Google search listings already.

Of course, your mobile marketing strategy will depend entirely on you. If you are seeking a Markham internet marketing company to advise you on your advertising campaign in Canada or elsewhere in the world, our experts can help; visit https://www.360businesslocal.com/services/mobile/ to find the best approach for your mobile marketing – maybe Yahoo is right for you!