Search engine optimization (SEO) is never static. It’s changing all the time, partly because technology itself evolves, but also because consumer behavior shifts and adapts. Part of the marketer’s job is forecasting the latest trends, and building strategies that accommodate them. As we head into 2018, here are a handful of SEO trends we can predict with some confidence; all of them are potentially impactful for your company’s ongoing marketing approach.
When it comes to successful search engine optimization, there are many considerations to weigh—including those that involve such external factors as backlinking/citations, social media cues, online reputation, and more. Before addressing any of those issues, however, it’s wise to do everything within your power to optimize your actual website content—attending to on-page SEO opportunities and capitalizing on every chance you have to win the favor of the search engine algorithms.
enCOMPASS Advertising Agency is pleased to announce its recognition in the 2017 Davey Awards and W3 Awards. We are excited to add 15 Davey Awards and 6 W3 Awards to our shelf! The enCOMPASS Agency team is extremely thankful for our clients providing opportunities to create beautiful work with them, and incredibly proud of the recognition we've received through the Davey and W3 Awards!
When it comes to big audiences, football pretty well has the market cornered. It remains the most-watched sport in America, and it represents a golden opportunity for marketers looking to spread their message. Of course, the sheer popularity of football also poses some marketing challenges: As much as you might love to show an ad during the next big game, doing so can be quite competitive—and thus, quite expensive.
But that doesn’t mean marketers lack viable options for tapping into the football crowd. Here are just a few strategies to consider.
Small businesses can accomplish so much through posting original content to Facebook—developing an audience, building brand visibility, and engendering social shares of their best content. However, to really get the best results from Facebook, organic reach is insufficient; it must be paired with an investment in paid ads. Fortunately for small business owners, Facebook’s built-in ad platform is a robust tool that offers many opportunities for targeted advertising. When used strategically, it’s an investment that can pay off handsomely.
When it comes to marketing, it’s generally a good idea not to put all your eggs in one basket. This is certainly true for retailers, who face a number of questions about how online consumers seek and find new products—via Amazon, or through Google, Bing, and Yahoo. The answer, of course, is a little bit of both, but really understanding it requires a nuanced perception of the consumer journey.
Ecommerce is big business—especially around the holiday season. Some analysts predict that online shopping will yield revenues of $107 billion this Christmas—an unprecedented amount. But the Web isn’t only a money-maker for those who have ecommerce shops. Even for brick and mortar businesses that do not directly sell from their websites, an online presence can improve brand visibility and consumer trust—helping to increase in-store foot traffic during the most significant shopping season of the year.
As you are no doubt aware, the world of search has changed dramatically over the last few years—and one of the most seismic shifts has been with the medium itself. Where search engine queries were once largely confined to desktop computers, the increased prevalence of mobile devices means that more and more searches are conducted on the go. In fact, mobile searches are more common than desktop ones, something that has key implications for marketers. One such implication is that mobile users—increasingly reluctant to type out a full search query with their thumbs—are using voice search more than ever before.
In a perfect world, the consumer journey would be simple and straightforward. It might look something like this: An interested customer conducts an online search, and comes across your company website. After visiting the site and reading up on your products and services, the customer decides to make a purchase. That customer either buys the item directly from your ecommerce store, picks up the phone to call you, or drives to your brick-and-mortar location to complete the transaction.
You are no doubt familiar with PPC advertising, even if you’ve never leveraged it on your brand’s behalf. You see PPC ads every time you conduct a Google search; these ads are located on the top and bottom of the page, beyond the standard organic search results. For those who are only passingly familiar, PPC stands for pay-per-click marketing; basically, a system wherein you pay for each time your ad gets clicked by a search engine user. PPC exists in many forms, though the best known is probably Google AdWords. More to the point of our discussion today, PPC ads represent one of the most effective ways to build your brand online.
But what makes PPC so valuable to marketers? That’s what we’re going to address in this post.