Many people are concerned about the amounts of personal data that can be gathered by search engines. In many cases, search engines know your location, they have been given a lot of your personal data, they know what kind of device you are using and (very importantly) they remember your search history. Although it is sensible to be careful about what information you give out, the truth is that most of the data that a search engine retains has been voluntarily given to it by the user.
This is unavoidable because when you enter a search term in a search engine, you are automatically telling the search provider that you have an interest in a particular topic. In a previous article, we gave this example-
“….. choose a professional practice in your local area, an ophthalmologist for example. Then search for their office phone number. That’s all, do not actually call them. There is a good chance that you are going to start seeing pop-ups for laser eye surgery soon. You may get ‘buy-one-get-one-free’ offers for eyeglasses or ads for contact lenses.”
Most people will recognize the experience described above. Digital marketing, especially search marketing, has made it possible for businesses and service providers to target their advertising dollars directly at the people who need them. It is important to understand that the laser surgery and buy-one-get-one free eyeglass ads may appear when you are using the search engine for an entirely different and unrelated purpose, say browsing for movie times. It is as if the browser is tapping you on the shoulder and saying, “Have you forgotten about your eye exam or eyeglasses?”
It is likely that the default setting in your favorite browser allows the search engine to know your location. This has a very important effect; it allows the search engine to match your search query phrase with your location. If you are using a mobile device or a computer connected to an IP address in Daytona Beach, Florida, the search engine will combine its knowledge of your location with the search term in order to yield the most useful results.
For many search terms, this has no effect at all. Entering the query, “capital city of Vermont” will likely get the same results whether you are in that state or home in Florida. However, in many cases the location from which the query is entered will dramatically change the search engine results you see. If you search for “Chinese food,” the results will almost certainly direct you to a number of local restaurants, not famous places in San Francisco’s Chinatown or to restaurants in Beijing. You are going to see a list that includes local providers of Chinese food and also well-known websites like Yelp.com or Tripadvisor.com.
This utility of search engine results to users has made ‘search marketing’ the most profitable source of revenue for search engine companies. Google, the largest of browser and search engine providers, had revenue of over $89 billion in 2016, most coming from its proprietary advertising service, Google AdWords. AdWords is an online advertising service owned by Google that enables advertisers to display small bits of advertising copy to web users. The system is made possible in part by ‘cookies’ collected and stored by the search engine and partly by ‘keywords’ determined by advertisers. Using these characteristics, the search engine places targeted advertising on pages where it is most likely to be relevant. Advertisers pay when users divert their browsing to click on the advertising copy. Microsoft’s search engine, Bing, offers a similar service called “Bing ads.” The Microsoft service claims to offer a better return on investment, lower cost per click and a higher value audience than is found on Google AdWords.
So, what does this mean for your branding strategies, the SEO techniques and SEO strategy you develop? You can use AdWords or Bing Ads to enhance the effect of local SEO services aimed at the market you want to reach when you want to reach them. For decades, direct mail marketing was the only way to reach a target audience in a defined area. Now, with expert help, you can target your ads to a specific zip code or codes even to a certain time frame. You can even set an advertising budget and when that amount is reached, it will stop.
If you have been depending on a cheap web design, have no branding strategy or SEO strategy, the time has come to change. If you are serious about your website, about adopting good SEO techniques, you need the professional SEO services of an organization like AXIOM. AXIOM understands the needs of small businesses, professional practices and non-profits. Please visit AXIOM’s small business services page by clicking this LINK or call Axiom at 800-888-6348.
Because we often concentrate on web-based media topics like SEO strategies, SEO techniques and professional SEO services, there can be a tendency to forget the very basic business of direct mail marketing. But direct mail marketing still works! If you do not believe this, go to your mail box and take a look. If you are like most people, you will find a few pieces of direct mail marketing material. You probably get one from a dental practice a few times a month and here is the clincher: direct mail marketing from your internet service provider.
Cable and internet service providers (ISPs) continue to use direct mail marketing to make their customers and potential customers aware of the new or additional services they can supply. There is a very basic principal in free enterprise: practices that do not work die! Well, direct mail marketing has not died, so it must still be working.
AXIOM has known this for years. Direct mail marketing has worked in the past and it continues to work. The people who pay to send you this material would stop if their return on investment did not justify it! So, do not ignore the power of direct mail marketing as a part of your overall branding strategy.
AXIOM has the skill, experience and professional staff needed to create a direct mail marketing campaign as well as a logo design service that will make your branding strategy stand out. Contact AXIOM now to learn about our full range of services from digital marketing solutions and search engine optimization services to direct mail marketing services. Call us at (800) 888-6348 or use the link to find out more: AXIOM ADMINISTRATIVE SERVICES.
Television and the internet are filled with commercials claiming that you can have a beautiful website up and running in just minutes, even if you have no web experience. If you have visited YouTube in the last few weeks, you have almost certainly seen a beautiful young woman telling you that she just put up her own website “in just minutes” and it looks great! Well, she looks great and I bet that her website looks pretty good too. But, I suspect that she had a little help with the product.
Earlier this year, AXIOM put up an article about “Do-It-Yourself” websites, and you might be surprised to learn that we think the DIYs have a definite place in the web spectrum. If your webpage is a hobby, a family site or personal use effort, then a do it yourself effort may be worthwhile. On the other hand, if you need to reach the maximum possible audience with a compelling message and a reason to use your product, service or professional practice, it will pay to turn to a professional online marketing consultant. Axiom Administrative Services can handle:
Can a do-it-yourself web design be effective? Well, yes. If your needs and purposes are limited and personal, DIY may work for you. If you are serious about promoting your business, professional practice, nonprofit or other organization through internet marketing, you would be better served by the web services and web design provided by professionals like AXIOM. AXIOM understands the needs of small businesses, professional practices and nonprofits. Please visit AXIOM’s small business services page by clicking the link or call Axiom at 800-888-6348.
PS.See a beautiful example of AXIOM’s work for the OurSeniors.net organization by visiting OurSeniors.net.
A lot of factors must combine to make your website successful. Good web design, professional SEO, a comprehensive internet marketing strategy, device responsiveness, and good search marketing are all important. However, there is an even more basic element: solidly written content. Your webpage ranking and internet marketing efforts can be seriously damaged by poorly produced, out-of-date or plagiarized content.
Google has a term for websites that can affect a viewer’s happiness, health or wealth. This is the “YMYL” (Your Money or Your Life) category, Google’s term for sites that ask you to spend money, frequent a professional practice, buy a product or service, shop at a given store, or make life-changing decisions. In short, these are the types of webpages that are produced and maintained by a business marketing organization or an online marketing company like Axiom Administrative Services.
If you are keeping a website for purely personal purposes, for family communication or simply as a hobby, professional content writing will not help you. On the other hand, if your website is there to promote your service, professional practice, product or non-profit organization, professionally written content is indispensable. Content writing is just one part of a successful web marketing, digital marketing and internet advertising effort. The professionals at Axiom Administrative Services (AAS) can help you to master the digital marketing techniques needed to achieve an effective web presence. You can learn more about the critical importance of web content by reading “Should You Hire Someone to Write your Blog?” in the AXIOM ADMINISTRATIVE SERVICES blog archives.