• FAQs

          Search engine optimization (SEO) helps businesses drive visits to their website through organic search traffic. Given that the top organic search results receive a third of the clicks, a decline in ranking could be detrimental for your business. Implementing SEO best practices on your website will help to ensure that your web content is seen by as many potential customers as possible. The more visitors you have, the better your chances are of converting those visits into sales!

          Local search engine optimization (SEO) helps local businesses gain visibility by optimizing their local business listings for local search. A business that leverages local SEO will include its address, phone number, local opening times, and exact location in the form of a local citation. The goal is to rank for local searches which are usually performed by people in a specific geographical region looking for a business near them.

          We typically see results within the first 30 to 60 days, but when it comes to SEO, there are many factors at play. It's important to remember that SEO is a long-term strategy and results may not come as fast at you wish.

        • FAQs

          Digital advertising uses the internet to send advertisements to customers who are online through different websites and social media platforms like Google, Bing, LinkedIn and Facebook.

          The price for Google Ads management depends on the monthly ad spend. For accounts with $1,000 in monthly ad spend, the price is $550/month. Between $1,000 and $5,000 a month in ad spend, the price is $950/month. For $5,000 to $10,000 a month in ad spend, the price is $2,000/month. For more than $10,000 a month in ad spend, the price is $4,500/month.

          The price for Social Media Ads management depends on the monthly ad spend. For accounts with $1,000 in monthly ad spend, the price is $550/month. Between $1,000 and $5,000 a month in ad spend, the price is $950/month. For $5,000 to $10,000 a month in ad spend, the price is $2,000/month. For more than $10,000 a month in ad spend, the price is $4,500/month.

        • FAQs

          This depends on the complexity and size of a redesign and if eCommerce is needed. On average, it takes around 14-18 weeks from the web design intensive stage to launch.

          If your website experiences the following issues: it’s not responsive on all devices, has a slow loading speed, the design appears old and tired, users don’t spend long on the site, sales are stagnant, or your business is going through a rebranding - your website needs a redesign to boost your brand awareness and sales.

          Sometimes there’s no need to rebuild a website. Minor edits, refreshing page content and images, or restructuring page layout for SEO best practices can boost traffic and sales.

        • FAQs

          Semantic search launched in 2013 with the release of Google's Hummingbird update. Since then, Google's search engine has become more complex. The integration of machine learning, with RankBrain, and NLP, with BERT, has enabled the search engine to better understand the context of a query and deliver more personalized and targeted results. Semantic SEO is the process of creating machine-readable content using structured data and linked open data to help search engines better understand your content.

          On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page SEO refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals. From meta tags to page content, website structure, and HTML, on-page optimization services are focused on making your website more visible to search engines.

          Structured data refers to any organized data that conforms to a certain format, such as information in a relational database. When information is highly structured and predictable, search engines can more easily organize and display it in creative ways. Structured data involves using a piece of code that is laid out in a specific format easily understood by search engines. The search engines read the code and use it to display search results in a more dynamic way.

        • FAQs

          An SEO agency has experts in different areas of search engine optimization that may be out of the realm of your marketing team's abilities. SEO can be very complex and time-consuming. Furthermore, as search engine algorithms change it can be difficult to stay current on the latest ranking factors and strategies for improving online visibility. You will likely see a greater return on investment and better results from using a professional SEO agency than you would from tackling this on your own.

          As a digital marketing agency, SMA Marketing provides products and services in four areas: SEO, Local SEO, Digital Advertising, and Web Design

          We focus on building authentic, long-lasting relationships with our clients. We’re goal oriented and results driven and believe in doing good and making a difference in the world.

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PPC: When Conversions Are Not Everything

If you’ve spent any time running a marketing campaign, you understand that there are different stages a potential customer will pass through on their way to becoming an actual customer. Each of these stages is carefully crafted to move a customer along their buyer’s journey. In some cases, the use of pay-per-click advertising (PPC) can be used in this process. Yet, a lot of people still only view PPC as a one stage marketing strategy where the only acceptable results are instant sales.

A Broader View of PPC

Google understands that PPC can be used to achieve any number of results. This is best exemplified by all the different bidding strategies Google allows users to select from. Google offers multiple bid strategies all geared to achieving one of three primary goals: site traffic, user action, and brand awareness.

For example, you can attempt to outbid others for the top ad spot in hopes that more people will visit your site. This traffic will almost certainly result in an increase in brand awareness. To do this you might select an automated bid strategy like “Maximize Clicks.”

However, if you just want to make sure people are seeing your ads and your brand is “getting out there” you might care more about impressions. Google offers impression focused bid strategies for this goal.

What does this all mean? Well, it simply means that Google knows that a business owner might want more than conversions from their paid search ads.

A Piece of the Puzzle

Keeping in mind everything I’ve said to this point, you can imagine my dismay when I encounter business owner after business owner that insist on measuring the success of a PPC campaign by conversations and nothing else.

If your SEO work is used to get people to your site, and your offers are used to get leads, then why not view PPC as a part of the same pie? Maybe PPC can be used to boost the traffic of a site that is currently going through an SEO overhaul. Or perhaps you can use PPC to get company news in front of readers in a fast and efficient way. All of these things are possible thanks to Google’s bidding strategies.

Keeping brand awareness in mind, PPC is an excellent way to announce a rebrand. In fact, I have a client that is currently preparing to rebrand, and I’m excited to use PPC to speed up the process for them.

Conversions Do Matter

Ok, so now that you’ve had a chance to consider all the ways PPC can be used to get results other than sales, I want to make sure it is clear that PPC is still a great way to get sales‚ or at least for some, it can be great. One of my favorite bidding strategies for actions/conversions is “Target CPA” or “Target Cost Per Acquisition.”

If you sell shoes and usually make a lot of sales per day, then PPC is only going to help increase daily sales. If you sell giant machines and a good year for you is 20 large sales then don’t expect PPC to result in triple your sales, but it would be reasonable to expect more site traffic, more leads, and an increase in sales over the course of a year.

A PPC Plan

Hopefully, you are starting to feel better informed and are ready to reevaluate any existing PPC goals you might have. This could mean shifting focus to use PPC as a way to get people to sign up for a drip email marketing campaign, or it might mean doubling down on trying to increase sales instantly. Ultimately, the approach is up to you, but if you feel you need help or this all feels like it might be too complicated, don’t despair. Contact us today, and let’s have a chat about your PPC goals.

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