Posts Tagged ‘SEO’

Can Digital Marketing Really Grow Your Business?

Friday, July 27th, 2018

Can digital marketing really help you grow your business? The answer is yes! And we’ll tell you how.

We’ve spent the last year and a half working hard on our client, redcup Beverage Service’s, digital marketing. The owner, Chris Anson, came to us with a goal of increasing his online visibility, so we set to work designing a user-friendly website that was search engine optimized and promoted across multiple platforms. Through these digital marketing efforts, redcup transformed from a Denver-based startup to a local industry leader that is topping the SERPs for nearly 50 unique search queries.

Who Is redcup Beverage Service?

Redcup Beverage Service is dedicated to providing high-quality, great tasting office coffee, tea, and water service to businesses throughout the Denver Metro area. Built on the backbone of guaranteed satisfaction and unbeatable customer service, it was a no-brainer for FiG to partner with this state-of-the-art organization. We knew that redcup was filling a hole in the Denver market, but the original website that was in place before they came to FiG simply wasn’t converting. We dove into insights of the consumers’ behavior on the site to find weak points and develop a strategy that would help redcup reach their clients with the information the consumers wanted.

We started with a redesign of the website to get consumers where they wanted to be with as few clicks as possible. Additionally, we did both an initial optimization of the site to help it be found, as well as on-going SEO to keep the site in the top rankings. One year of regular search engine optimization has brought the redcup website to the first page of the search results for nearly 50 different search queries. As a local business in a niche market where the competition is largely national, this is a huge win for redcup, but the success doesn’t stop there.

An Unbeatable ROI

In our last case study on redcup, we mentioned that the redcup client base tripled in the month of October. This rapid growth is continuing as redcup infiltrates many Denver-based offices with their world-class coffee blends, handcrafted nitro-kegs, and reliable customer service.

In the first year of hiring FiG to handle the redcup digital marketing strategy, the organization’s revenue increased by nearly 3,500 percent. In just the first half of 2018, redcup revenue has already doubled last year’s sales.

What’s Next For redcup?

The key to a successful digital marketing strategy is continuous improvement. An untouched website doesn’t do a lot, so we are fastidious about keeping redcup’s content relevant and up-to-date. By keeping a meticulous eye on customer behavior in and around the beverage service market, we hope to see continued success in this space.

With regular blogs, ongoing content audits, social media marketing, and detailed data analysis, we will continue to help redcup grow and thrive in Denver.

Redcup is also expanding their business offerings. Anson has started building custom nitro-kegs for his clients while maintaining the personal element of customer service through installation and maintenance. He’s also partnered with a number of kombucha companies as the drink becomes more and more popular.

If your marketing agency isn’t helping you grow your business, it might be time to consider an alternative. FiG Advertising + Marketing is dedicated to increasing visibility, conversions, and, ultimately, ROI for each and every one of clients. Contact our digital marketing experts today to schedule a consultation and see how targeted, effective marketing can help you move your bottom line.

Which Is Better: SEO Or PPC?

Wednesday, April 25th, 2018
SEO vs. PPC concept

As digital marketers, we get this question all the time. Each time we speak to someone who is wondering about the best marketing tactics to drive traffic to their website, our answer is always the same: “It depends.” In order to choose the most effective tactic to complement a marketing strategy, one must take into consideration a number of different aspects of the company’s current situation.

We start by narrowing down a couple of the major factors to help our clients get the most out of their marketing budget. There are three key questions we ask:

  1. What is your budget?
  2. How competitive is your CPC market?
  3. How competitive are the SERPs in your market?

With a little research, we can help our clients navigate the marketing landscape and start driving meaningful traffic to their website.

Understanding Your Options

Search engine marketing falls into two main categories: SEO and PPC. You often hear these buzzwords thrown around when people are discussing digital marketing, but having a better understanding of what each does and how it can impact your overall reach can help you make the right decision on how you spend your marketing budget.

SEO, or search engine optimization, is the process of improving rankings on search engine results pages to drive organic traffic. Traffic from SEO is technically free, in the sense that you are not charged when a user clicks on your site in the SERP. However, upwards of 65 percent of clicks go to the top five organic results – and that does not take into consideration the number of clicks that go to the paid ads at the top of the SERP or the search queries that do not result in a click at all – so building the awareness and high-rankings does take time, effort, and, in many cases, money.

PPC, or pay-per-click advertising, is the process of utilizing programs like Google AdWords to bid on keywords. These ads are the sponsored results that appear at the top and bottom of the SERP. You bid on targeted keywords and pay only when the results are clicked on. Keywords costs can range from a dollar or two per click to upwards of $50 per click, depending on the specific industry.

So…SEO or PPC?

Both PPC and SEO have their benefits and drawbacks. Choosing one over the other depends entirely on what your goals are.

Benefits of SEO

  • High-ranking organic results can improve your credibility among consumers
  • Long-term return on investment can be higher
  • A sustainable tactic that when maintained can be highly effective over time
  • The scope of rankings is much wider with strategic SEO

Drawbacks of SEO

  • Long-term process that takes time to develop and show results
  • Requires ongoing maintenance with expertise in the execution
  • Algorithms change over time and require adjustment to strategy

Benefits of PPC

  • Immediate results when the campaign is activated
  • Highly specific targeting capabilities
  • A/B testing options to improve the effectiveness of campaigns
  • Flexible budgeting with tight control

Drawbacks of PPC

  • Can be expensive and requires ongoing investment
  • Clicks don’t confirm conversion
  • Short-term solution – when you stop putting money in, the ads stop

An Integrated Strategy

While both of these marketing tactics can be used on their own, they are exponentially more effective with used strategically in tandem with one another. The data you gather from your PPC campaigns regarding keywords and A/B testing results can be fed into your organic campaigns to improve the overall success. You are also able to increase visibility and authority in your niche market by appearing in organic and paid SERPs.

An integrated search strategy is the ideal approach for increasing visibility and driving traffic to your website to ultimately converting potential customers into loyal ones.

If you’re interested in developing a more robust search engine marketing campaign, contact the search experts at FiG Advertising + Marketing for a consultation today.

Search Engine Marketing Proves Lucrative For Travel Industry

Friday, March 23rd, 2018

Search Engine Marketing For Travel IndustryWhether you are a beach bum or a thrill seeker, there are hundreds of options out there for the perfect vacation spot. In a society where an individual is exposed to more than 4,000 advertisements every day, the impact of each interaction is greatly diluted. In a sea of brand interactions, one thing is working for the travel industry – search engine marketing.

These highly targeted ads seem to have a much greater impact on the travel decisions of young people than even those creating the ads could have predicted. Bing collaborated with the travel research firm Phocuswright to understand the role digital advertising plays in travel decisions.

The statistics resulting from syndicated research from Phocuswright and two new surveys facilitated by Bing were remarkable.

  1. hotel brands exposed to search ads on online travel aggregator sites experienced a 10%-50% increase in click-thru rates
  2. more than half of all travelers recalled travel-related ads that they saw on Snapchat, Instagram, Youtube, or Pinterest and considered them extremely influential
  3. recall differs based on the format of the advertisement:
    • 49% recalled a picture
    • 41% recalled a deal
    • 37% recalled personalization
  4. 71% of loyalty members found hotel ads helpful when planning a trip

Source: MediaPost

Here is what we can take from this data: digital spend for the travel industry is making an impact across all demographics.

In order to have such success through digital marketing, you must first understand how your consumers are interacting with search engines in the quest for the kind of information you can provide. When travelers are making plans for a vacation, there are two types of queries – informational and transactional. The intention depends on the stage a consumer is in in the sales funnel. It is during the informational searches that travel-related search engine ads are most influential for consumers.

With more than 3.5 billion searches occurring each day, you can imagine the opportunity hotels, airlines, and other vacation necessity providers have to make an impact on their target audience. Even more so with the unique circumstances, search engine users provide by using search engines to research what will lead to a relatively immediate decision. Compared to those who are not sure what they are looking for, those using search engines to make vacation plans are much more easily guided through the sales funnel.

In addition to search engine marketing, the travel industry has also become increasingly more user-friendly in the digital space. With mobile apps and the ability to book online the path from research to purchase is significantly shortened, which works to the benefit of both the brands and the consumer.

Overall, there are a lot of factors that play into the digital success of the travel industry, but the digital advancements certainly take the lead. Search engine marketing supports the other digital efforts to help consumers take their journey, both on and offline.

In or out of the travel industry, search engine marketing can be an effective tool in your marketing toolbox. Interested in expanding your digital reach? Contact FiG Advertising + Marketing for a consultation.

AI Is Changing The Face Of Marketing: Part 2

Monday, February 12th, 2018

Robot representing AI typing on computer.

Artificial Intelligence Is Changing The SEO Landscape

Simply put, SEO is the practice of configuring a web page to provide the best user experience for a certain search term. When optimized effectively, this means that a human user can find exactly what they are looking for on your web page when they enter a specific keyword. An optimized page is only as good as the technology available to match it to the specific keyword, though. As technology has advanced, search engines, like Google, have continuously updated the algorithms that are used to streamline the process of matching results to search queries.

Enter Google RankBrain

Alphabet, Google’s parent company, has been at the forefront of artificial intelligence research and have since incorporated machine learning into their page ranking algorithms. Referred to as Google RankBrain, this piece of the algorithm is recognized as the third most important ranking signal. Prior to the incorporation of RankBrain, the search results algorithm was 100 percent hand coded. Engineers would make educated changes to the algorithm with the goal of improving user experience with search results. If it worked, the change remained in effect. If it didn’t, then it was changed again. RankBrain is able to make these changes on its own, thus expediting the entire process.

RankBrain looks at how Google searchers interact with the search results for specific keywords and makes adjustments to improve the overall experience with the results page. Some may say that a machine couldn’t possibly understand human behavior better than the actual human engineers, but when they put RankBrain to the test, the algorithm accurately predicted the #1 search result 10 percent more often than the engineers were able to. Ultimately, the incorporation of artificial intelligence with SEO makes SEO more effective.

How Does Google RankBrain Work?

Google processes more than three billion searches every single day. If it seems hard to fathom that Google could have an accurate answer for every search query, you’re right. About 15 percent of search queries entered each day are being searched for the first time. Before artificial intelligence, Google would scan the internet to find pages that contained the exact match keyword that someone searched for.

For example, say you are searching for a “movie with talking cat and tornado.” Google would scan for pages that contained the individual words “movie,” “cat,” and “tornado.” As you can imagine, the search results would likely lead you far from The Wizard of Oz, which is the answer you are really looking for.

Google RankBrain looks at search queries as a whole and tries to interpret the searcher’s intent to provide much more accurate results. This is done by matching new keywords to keywords that Google has already seen before. When you search for “movie with talking cat and tornado,” Google RankBrain understands that you are looking for the title of a movie with those features, rather than those features by themselves.

Evolution of Artificial Intelligence

This is not a new concept. Google has been working with machine learning to understand intent since 2013. Their technology, which they call Word2vec, focuses on transforming keywords into concepts. According to a previous Google blog post discussing this technology, Word2vec “understands that Paris and France are related the same way Berlin and Germany are (capital and country) and not the same way Madrid and Italy are.” We can assume that RankBrain operates on a much more sophisticated version of this same type of technology.

Understanding User Satisfaction

RankBrain still follows the fundamental practices that are used to measure user satisfaction. After showing a set of results that the artificial intelligence thinks best matches the query. It watches how users interact with the search results – how often a search result gets clicked on, the time spent on the page, how often users bounce, etc. RankBrain uses these interactions to determine whether a result should be ranked higher or lower.

How AI Is Changing SEO

SEO has changed tremendously over time. The easy ways that used to get you ranked number one (keyword stuffing, for example) now harm the rankings of your pages. Shortcuts do not work when the algorithms used to rank pages understand the concept as a whole. Additionally, an outdated best practice was to optimize individual pages for a variety of long-tail keywords. Now that RankBrain is able to interpret search queries as a concept, instead of just looking to keywords, the algorithm understands that different varieties of long-tail keywords are essentially looking for the same answer so you see much less variation in the SERPs.

Interestingly enough, the incorporation of artificial intelligence into the process of SEO makes the entire search process more user-friendly. RankBrain is helping Google put the best content in front of users, which is a call to action for all webmasters: time to improve your content.

As a leading SEO agency in Denver, FiG Advertising + Marketing specializes in keeping up with changes in the search world and capitalizing on them for the benefit of our clients. If you’re interested in improving your search presence and ranking #1, contact us for an SEO audit today.