Programmatic Advertising

Driving your advertising performance through artificial intelligence.

We remove the silos to allow media buying across all channels to occur seamlessly and through one strategic lens, with programmatic and direct buying converged into a single function, and media performance measured and optimized holistically. 

Automated bidding on advertising inventory in real-time, for the opportunity to show an ad to a specific customer, in a specific context.

When anyone clicks on a web page that has advertising space that is configured for programmatic advertising, the publisher of the page puts up an ad impression for auction in an ad marketplace. The ad marketplace then runs an auction among advertisers interested in displaying an ad to that specific customer that just click on the page. There may be many advertisers competing in this auction, and whichever one ultimately is willing to bid the most wins the auction and then their ad is displayed to the customer when the page loads.

Many small businesses aim to optimise their advertising and marketing expenses. Posting an advertisement to a broad audience is ultimately inefficient, as the target market of any business is a small subset of the broader population. Likewise, posting physical flyers around a university campus or other public area does not ensure that the target market will see the advertisement.

One solution is using an advertisement platform that allows for the specification of the target market.

Facebook, as an example, prompts advertisers to specify the demographic information, hobbies, and interests of the users who the advertisement will be displayed to. A small business producing specialty hiking equipment may choose to advertise to individuals in rural areas that are known for hiking locations. Such a business may designate hiking as one of the interests, and search for a younger demographic that has not already developed loyalties to certain outdoors brands. This scenario illustrates how crucial narrowing one’s target is in maximising the efficiency of advertising. Still, there are only so many active users on Facebook, and that number is subject to further decrease as other social media platforms become more prevalent.

There is, of course, a better solution to targeted advertising that can reach users who do not frequently use social media platforms where targeted ad spaces are offered. Programmatic advertising is an even more efficient means of responding to this challenge.

One form of programmatic advertising is real-time bidding, enabling advertisers to purchase relevant ad space within a few seconds.

Whenever an individual clicks a website with ad space that allows for programmatic advertisement, a bid for that ad space occurs on the ad marketplace. Thus, advertisers can autonomously out-bid their competitors to show advertisements to users who fall within their target audience.

Another form of programmatic advertising is programmatic direct. This form is slightly more manual than real-time bidding, as advertisers can hand-pick where their ads will appear.

They also know exactly what they will be paying, whereas the price advertisers who opt for the real-time bidding option will pay depends on the existing competition for the ad space, the customer, and the financial capabilities of the specific companies that are bidding for space.

The most obvious benefit of programmatic direct is that brands preserve their image by ensuring their advertisements are only displayed on websites aligned with their core values, beliefs, and essential purpose.

For instance, a brand that is selling electric vaporisers may not want to appear on a website hosted by a company that sells cigarettes, as electric vaporizer companies could be the primary competition for cigarette brands.

Another advantage is that a brand may see an increase in its revenue by having positive associations with a cause that many are passionate about.

Protecting the environment is one social issue that most agree on. Some brands have even seen success based on their environmental responsibility and goal to minimise all individuals’ carbon footprints alone. Tesla, a company that manufactures electric cars and solar panels, recently released an impact report that detailed both its overall carbon dioxide emissions and the carbon emissions that were saved as a result of the use of its electric cars.

Many brands have started to use recyclable and reusable packaging to appeal to environmentally conscious customers and to reduce their environmental impact. Plastic is a huge stressor on the environment that many companies insist on using, as it is durable and inexpensive when compared to its alternatives. Thus, a brand that boasts its environmental responsibility may want to use programmatic direct to appear on pages about the record carbon dioxide levels, or about various ocean cleanup efforts.

Aside from preserving a brand’s image and boosting their revenue by supporting popular causes, brands can also ensure their ads appear on pages that reflect their core values. This ties into the relevancy of the host website.

If a company’s core values are the promotion of health and peace of mind to the general public, that brand may prefer to appear on yoga and meditation websites that include similar messages in their “About” pages.

There are many advantages of programmatic advertising over the manual selection of advertisement space to purchase.

First, programs are not limited by the same physical needs that humans are, such as sleep, free time, and illness.

Another advantage is that businesses can spend less time on the process of finding relevant ad space and more time on the appearance and message of the ad itself. Graphic design is a time-consuming process; however, a graphic that is eye-catching and meaningful may be the difference between a successful and unsuccessful advertising campaign.

Another benefit is that businesses may be able to reduce the size of their marketing departments. Of course, humans still create advertisements and select the websites to advertise on if programmatic direct is chosen.

However, employers can save on the salaries and benefits of the employees who would have had to scrounge the Internet for websites with available advertisement space.

In the future, programmatic advertising may be used to sell television spots; it has applications in many industries that cannot be ignored.

Overall, both real-time bidding and programmatic direct are methods of programmatic advertising that will increase the efficiency of a business and maximise the number of potential customers a business can reach within the business’ designated advertising budget.

Real-time bidding is a completely automated method of bidding for and purchasing ad space, while programmatic direct allows advertisers to select the websites on which their ads will appear. Both forms of advertising allow businesses to target a specific user, instead of aiming to appeal to a general audience in the hopes that the target market will be represented in that audience.

For programmatic direct, businesses can choose to be associated with causes that are meaningful to them and their customers, while avoiding causes they do not support.

Though programmatic advertising may seem futuristic, it is relevant technology that small and large businesses should take full advantage of.

Programmatic advertising puts businesses in direct contact with individuals who could become loyal customers and facilitate the growth of the business through another powerful method of advertising: word of mouth.

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SEO v Pay per click image of keyboard

SEO vs PPC: What’s the Difference?

SEO vs PPC: What’s the Difference?

Are you confused about the difference between SEO vs PPC? Check out this guide to learn about the differences.

Did you know that Google handles over 3.5 billion searches per day?

It is most probable that you landed on this site through a google search or a series of them. Imagine how many people are doing so at this very moment worldwide.

The number is so big thus it is brave wanting Google to notice your company.

If you are on this site, then it means that you are interested in marketing your business through search engines.

There are two ways to go about it, Search Engine Optimization (SEO) and Pay Per Click (PPC). Read on to understand critical aspects when determining SEO vs. PPC.

Why a search engine

The world we live in today is pretty much run by the internet. Therefore, for your business to be relevant in the digital marketing world, it must have an online presence.

Create a website and advertise your products through it. This way, you will attract customers that would have otherwise remained inaccessible.
SEO vs. PPC.

You have probably encountered Search Engine Optimization and Pay Per Click in the online marketing world. You may think of the two are similar due to their functions but they happen to be very different tools.

They mainly differ in where listings appear on the search results page and how traffic is acquired.

Within The Locality

If you are a business owner, high chances are that you want to target local customers. Well, At least for now. To do this you need to optimize the local search.

How you go about it is different for SEO vs. PPC. Use location keywords to increase your chances of being among the localities that pop up is a consumer is searching for similar products.

Make sure that important information like business name and address is the same in all platforms.

Site Traffic

There are two major types of site traffic. 

Organic Traffic

Every time that you type into Google search bar, there are links that pop up. These, are known as organic results. They come up due to the similarity of content.

Now, traffic that comes from users finding your link among these results is the organic traffic. The probability of someone following on your link is pretty low if it does not appear among the first three. Therefore, you must be patient if you decide to pick SEO. Search Engine Optimization falls under this category.

Despite, the time factor it happens to be the most valuable traffic source and most sought after by buyers. Maybe if you are patient enough, you will be able to get more traffic at a cheaper cost per head.

Instant Traffic

As the name suggests, pay per click is chargeable.

However, it is instant. All you have to do is run advertisements on google and your site will appear among the first in Google Search results.

This major difference between SEO and PPC prompts you to now have much is time worth to you.

How much is the extra time saving your company?

Pros of Using SEO

Several ways in which you can improve your website using SEO. They include blogging and on page optimization. 

Organic traffic is not really free as it costs time and effort. Which implies capital, but other than that, there are no charges. It’s definitely more cost effective. 

Below are the advantages of using SEO. 

Credible Image

Most users tend to ignore ads and look for organic results. This will have a positive impact on your brand as you will have a credible image.

Awareness

The more time it takes for an organic site to gain a following, the longer it is to an internet user. If you have quality content, then there is nothing to worry about.
With time, keywords leading to your website will begin to pop up.

Your services might stick with the customers as opposed to sites that appear out of nowhere

Return on Investment (ROI)

This type of traffic has proven to have better returns on investments as opposed to the paid alternative. What PPC has to offer?

Now let’s look at some advantages of having a paid traffic plan.

Top position on Page

Don’t let anyone tell you otherwise, position on a page is crucial. Being on top of the page guarantees that most users click on your site.

Advertisements

With PPC ads, you have more space to market your brand. Make sure to add important information like location, pricing, and call outs.

Planned Finances

If you are considering paying for your advertisements, then it is wise to know figure out how much you are willing to spend daily on marketing.

To what level is business dependent on this? And can your online customer cater for this expense and more? Are some of the questions that you need to ask yourself beforehand?

Speed

How agile is your business? Any small business owner trying to stand out in the online marketing world understands that speed is a currency.

PPC gives you an economic advantage over your competitors. How so? You can be the first to market a certain product and benefit from the sales before your competitors catch up.

What Not To Do

Now you have understood the differences between SEO and PPC and what impact they have on your enterprise.

Let’s look at some crucial don’ts. Read keenly as they might make all the difference.

SEO

Avoid over-stuffing your page with keywords. Filling your pages with keywords won’t make it pop faster. Besides, the search engine is interested in quality content

Don’t use negative keywords. Avoid having duplicated texts in your website. Search engines are looking for content that will help the users. Having the same data twice will only weaken your game

PPC

Pick targeted keywords over generic ones. Monitor your ads to make sure that that they are actually getting conversations.

Avoid using negative keywords. If you do so, you will end up talking about what you are not selling instead of advertising your products.

Make the Best Choices in Digital Marketing

Advertising your business online and going the extra mile of improving its visibility to the user is bold and objective. At the end of the day, all you want is to grow your business and boost sales.

Be sure to take time and decide what best works for you, SEO vs. PPC.

For more information on beneficial online tools, check out this page.

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Cheering the winners

YES! You can claim your website under the $20,000 instant asset write-off scheme*

Feedback from most people, when it comes to the Scheme, is the same : “When the $20,000 tax break came out I knew it could be useful, but without a background in accounting I wasn’t sure whether it would be relevant to us. I did a fair bit of reading and it still wasn’t clear which assets would qualify”.

For most small business owners, while many are very well educated and understand at a high level of what qualifies under the scheme, they don’t know everything and this highlights that most have a gap in their knowledge of core business practices like accounting, marketing, legal, tax etc.

That’s a lot of missed opportunities!

With it’s extension to stay at $20,000 for 2019 I wanted to share that you CAN claim for a business website

Also the government has announced they will increase the write off from $20,000 to $25,000 and the date will be extended to 30 June 2020.  This has not been legislated as yet however it does not have any opposition and it is believed it is will go through.

Claiming website costs

If you incur expenses creating or maintaining a website for your business, you may be able to claim the costs as a deduction.

You can depreciate the costs of a website over time. You do this by various depreciation methods, including putting the expenses into a pool.  (ATO 2019)

Mark Chapman, director of tax communication at H&R Block, SMH 2017, says a lot of businesses are not fully aware of what they can claim. Some don’t even know the tax break exists.

“There’s a big knowledge gap in terms of what people understand about the tax break and what they can claim,” he says.

Chapman says when it comes to claiming expenses such as a website, some parts are considered capital assets and can be written off under the $20,000 tax break. Other elements may be written off straightaway as revenue costs.

“If you’re buying computer equipment and servers, or adding features like online shopping facilities or software that will give your business an ongoing benefit, these are usually regarded as capital expenditure and would be potentially eligible for the write-off,” he says.

As to what you can claim under the $20,000 immediate tax write-off, the first thing to remember is the purchase has to cost $20,000 or less, exclusive of GST.

If you have upcoming business expenses, now might be a good time to make the purchase so you can make the deduction in the current financial year.

But remember don’t just buy something for the sake of it – the purchase needs to add value to your business for it to make financial sense.


Get in touch to discuss your needs before time runs out!

** Please seek independent advice from your tax accountant or other specialist.  The information provided here is general in nature and not suitable for all businesses.

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Finding keywords

How to Find the Best Organic Keywords

How to Find the Best Organic Keywords

Everybody loves free advertising, right? Optimising your site for organic keywords is one of the best ways to harness the power of the Internet and gain new customer traffic.
Did you know that Google processes 3.5 billion searches per day? This is why search engine optimisation (SEO) is so important. One of the best things about search engine optimisation is that it doesn’t have to cost you anything. By researching and optimising organic keywords, you’re helping increase your company’s visibility when they run a search. When someone types a search query into Google, Google compares the keywords in their search to the keywords that it finds online. This is one of the major factors that impact the order that sites are displayed on a search engine results page. Read on to learn how to determine the best organic keywords for driving traffic to your website.

Brainstorming Organic Keywords

There are several techniques that you can use to brainstorm organic keywords that your website is already optimised for. Start by looking at your company website, specifically your landing pages and your blog posts. This will give you an idea of the topics that are covered and the keywords that are relevant to your company and product. Consider this list your seed keywords that you will use to grow your keywords plant. Brainstorm additional related terms that people may search for when finding your website. For example, imagine you run a boutique hotel on the Sunshine Coast. Along with “boutique hotel Sunshine Coast”, your other keywords should include “where to stay on the Sunshine Coast” and “price of hotels Sunshine Coast”.

Use Google AdWords to Find More Keywords

Finally, turn to Google Analytics to get confirmation for the items on your organic seed keywords and suggestions for a few more. In Google Analytics, even if you are not running paid campaigns, you can look at the search queries and other links that are driving traffic to your website. You should see some of your seed keywords on this list and add any that you haven’t already included. While it would be great to optimize your website for as many keywords as possible, that just isn’t practical. If you are using Google AdWords, you can use the platform to test how effective each keyword is specifically for your business. However, don’t worry if you’re not familiar with Google AdWords. There are other ways to research keywords and refine your seed keywords into a master keyword list.

Refining Your List of Potential Keywords

In order to refine your list of keywords, you need to turn to some keyword research tools. While this process can be a little time-consuming, using these tools will benefit you in the long run when your website is seeing more traffic from organic searches and more conversions. There are a few different keyword research tools you need to take advantage of when planning your SEO strategy.

Optimise for Voice Search

Firstly, you need a tool that will help you with voice search. With voice search set to be the next big trend in digital marketing, you’ll save yourself time later on if you start thinking about it now. Voice search is changing SEO because we search in a different way when we’re speaking versus typing. While typed queries are usually point-form sentences such as “boutique hotel Sunshine Coast”, voice searches are posed as questions, “What is the best boutique hotel on the Sunshine Coast?”. Look for an app that generates a list of questions based on the keywords you enter.

How Popular Are Your Keyword Phrases?

Next, you’ll want to use a tool that shows you the cost-per-click (CPC) for your keywords. Even though you’re targeting organic keywords, it is still important to research the CPC data for your list. Google assigns costs to keywords based on their search volume, popularity and the number of competitors. The most expensive keyword phrase in the US is “best mesothelioma lawyer” (it’s a type of cancer from exposure to asbestos) at $935 per click. In fact, nearly 80% of the top 100 most expensive keyword phrases in the US are legal terms. This is because it is a highly competitive industry. The cost of a keyword phrase is an indicator of how often people are searching for it and how competitive the industry it’s in is.

Determine the Difficulty of Ranking for Each Phrase

The final step in researching organic keywords is determining how difficult it will be to rank for each keyphrase. Keyword research tools can determine this in a few different ways. One is to compare the number of searches versus the number of competitors. If there is a high search volume, and few competitors then it will be easier to rank for compared to a keyword with many competitors. Keep in mind that it’s easier to rank for long-tail keywords so focus on something like “boutique hotels on the Sunshine Coast for families” or “boutique hotels on the Sunshine Coast with a rooftop pool” as opposed to just “hotels on Sunshine Coast”. Once you’ve thoroughly researched your keyword list for these three metrics, you’re in a good position to start working on your on-page SEO.

How to Optimise Your Site for Organic Keywords

There are two important things to remember when optimising your website for organic search. The first is that there are no shortcuts and the second is that you need to be patient. If you’re looking for immediate results, then you should be focusing on paid search engine marketing, not increasing your organic reach. In the past, marketers were able to trick Google with tactics like keyword stuffing, but the Google algorithm has become too smart for these tricks. Now, the only way to bring in organic traffic is to show Google that your website provides content that consumers will find useful. This is one of the reasons that every website has a blog now. Google sees these articles as resources pieces related to their keywords. In our example, the hotel should think about writing travel guides about Sunshine Coast. They don’t need to be long, but even 500-1000 words about the best things to do as a family or the best places to eat will give them an SEO advantage over a competitor that doesn’t have these articles. Besides creating great content, be sure to include your organic keywords in the following areas:
  • blog post URLs
  • first paragraph
  • image files
  • meta description
  • subheadings

Is Your Website Optimised for Organic Search?

There are even online tools to help you assess your website’s SEO score. Don’t worry if you haven’t been following SEO practices. There’s nothing wrong with getting started even if your website has already been up and running for a few years. Not sure how to get started optimising your website for organic keywords? Contact us to chat about how you can start improving your organic reach.

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Functional and beautiful websites

Web Designer vs Web Developer: Who Do You Need?

Web Designer vs Web Developer: Who Do You Need?

You want your website to look great, but coding improves the functionality of your site. Don’t trust your web designer to know code, but don’t trust your web developer to design a great-looking site. Here’s your guide to a web designer vs web developer.
You hear about coding a lot these days. Coding websites, coding languages, Python, HTML, javascript – but what does it mean? For your website, it means the difference between a working website and one that loses customers. No one wants to lose customers! In our opinion, it’s worth hiring a professional design firm that has both designers and developers. As we’ll discuss below, the lines between the two blur, but stick with us. We’re doing our best to explain the difference between a web designer vs web developer below.

What is a Web Designer?

A web designer is an umbrella term for a few niche jobs and is a job within itself. In general, a designer is in charge of the website’s design and visual appeal. They create the page layouts ideas, the look the company is going for, and the feel it gives off. Then they create vision boards, templates, and sketches that show off the idea to the client. Before they do this, they need to meet with the client to learn about their expectations. That’s when they discuss things like branding and what experience the customer has in mind. Once they have an idea they can start designing aspects of the website using the software. Generally, this is something like Photoshop or Illustrator, but other programs exist. In those programs, they create site graphics including logos, frames, buttons and other design aspects for the site. Don’t let the technical aspect fool you. Web designers are artists. Their training includes the basics that art students learn, like the contrast of shapes colors and textures. They have to learn typography basics and have creativity and imagination. The best web designers dabble in other forms of art, to keep their creative spark alive. A web designer is in charge of the front-end site development, meaning the things you see. They need to stay up on trends and emerging design features to better serve their clients.

The Five Pillars of Web Design

To give you a better example of how art relates to web design, check out these design principles.

Balance

Like in-house decorating, art, or logo design there needs to be a balance of negative space to design elements. Without white space, things look cluttered and the human eye skips over them. This also relates to color balance, a website should be around the same tones – not neon green and pastel orange.

Contrast

While the general color theme should be in the same family, it’s okay to have a few contrasting elements. The intense difference in color forces the eye to pay attention and is great for important points or details.

Emphasis

Like we talked about above, there are some places in web design where you want the eye drawn. Perhaps it’s the order now or shop here button or a link to your funnel opt-in. Either way, your web designer needs to make sure these aspects are easy to find.

Consistency

As you can see, none of these design principles are completely separate from the others. Consistency and balance go together for color and design theme. Web designers are in charge of making the site look coherent, not confusing clients with a different design on another page.

Unity

Put in other words, unity is the whole shebang. Do the colors work together? Are they consistent? Is there enough contrast on the aspects you want to emphasize? These are all questions web designers ask themselves before they finalize a design.

Web Developer

Now that you understand a web designer is the creative, artist type, we can get into the nuanced differences. A web developer has the same abilities as a website designer, but they’re more tech-savvy. That’s not to say that no website designers can code, but let’s pretend they cant for the sake of argument. Both web designers and developers work hand in hand. Once the designer comes up with the pictures and design aspects, they hand them over to the developer. The developer takes the designs and turns them into reality. It’s like the difference between an architect and the person who builds the house. There are two types of web developers, front-end, and back-end. Both take intensive coding knowledge, but back takes more than front. The front end developer does what we’ve discussed, creating the images the designer put in place. The backend developer makes the site work, coding buttons to take you to a certain page, creating algorithms, etc. A website needs both types of developers, so make sure if you hire one they can do both or work with a partner. Computer developers who can do both and design as well are called “a full stack”.

Web Designer vs Web Developer: Who Do You Need?

Technically you need both. Neither a web designer vs a web developer can exist without the other unless you want a beautiful but non-functioning site. In most cases, you’ll find someone who can do both, unless they’re starting out. Many people who begin as designers learn the skills to become developers. A design firm will have all the right people for your project and they’ll know how to work together. We recommend going through a larger firm since you usually get a period of customer service for any operating issues. If you use a smaller firm, ask how long the developer will work with you once your site publishes. Then ask if it comes at an extra cost. Not to toot our own horn, but we’re one of those supportive web design powerhouse firms. We have both designers and SEO specialists who can help any size business. Contact us today by emailing hello@felicityjane.com.au!

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internet marketing

Dynamic Relationship Between SEO and Digital Marketing

Understanding the Dynamic Relationship Between SEO and Digital Marketing

SEO and digital marketing can work hand in hand in helping your business become a visible, lucrative venture. Here’s how they assist each other.
What’s the difference between SEO and digital marketing? How are they similar and what can they do for your business? Digital marketing is a growing, projected to grow into a $306-billion industry. With more and more businesses in need of a better online presence, digital marketing becomes a need. SEO and digital marketing go hand in hand since both use a lot of similar functions and skills. Most digital marketing efforts include core SEO tactics to their strategy. You can say that the relationship between the two is collaborative. Let’s discuss the relationship between digital marketing and SEO further.

How SEO and Digital Marketing Work Together

A lot of people think that SEO and digital marketing are the same. The truth is that they’re two separate things. SEO experts have the knowledge to make websites better through organic search traffic. Digital marketing uses electronic media to improve the company’s exposure. Digital marketing specialists partner up with SEO Experts to help in their advertising campaign. They use SEO as a tool to attract more customers to the businesses they’re promoting. SEO is an important aspect of digital marketing. It’s one of the many tools used in digital marketing. Some of the other strategies used in digital marketing include:
  • Email marketing
  • SMS marketing
  • Online advertisements
These marketing strategies become greater when coupled with SEO strategies. That’s why the latest trends lean more towards the integration of digital marketing and SEO techniques. If the trend continues, it won’t be long until the two merge together. Businesses in the past thought SEO was enough to gain an online presence. But with the growth of social media and mobile devices, it now takes more than that to reach your market. To become more competitive, you need to use digital marketing alongside SEO strategies.

SEO and Digital Marketing Integration

The strategies involved in SEO changes all the time. The reason is that search engines like Google and Yahoo update their methods to rank sites. The most recent changes involve incorporating digital marketing into the mix. The new strategy rising from this trend is Search Marketing Integration (SMI). It’s the product of the search engines’ progress toward perfecting the ways to measure website value. The main criteria they use are content quality and relevance. Digital marketing and SEO overlap to revolutionize the way you approach marketing. It combines the best practices and strategies of both. That way, you have an edge over your competitors.

Common SEO and Digital Marketing Collaborations

SEO is a must in a lot of digital marketing campaigns. The SEO approach has changed to become more holistic over the past years. It collaborates with digital marketing disciplines such as:

Social Media Marketing

The growth of social media marketing spiked these past years. Businesses spent approximately $19.3 billion in 2017, making it one of the most prominent digital marketing strategies. When integrated with SEO, the social shares help generate natural backlinks to your website and content. Make an SEO strategy that fits your social media program to get the maximum benefits of SEO. The social shares help you know whether or not your strategy works. If you’re a small business, try focusing more on local social media marketing. Google places a lot of value on locality, and social media platforms give you a place to interact with your local communities. Combine SEO and digital marketing strategies to help your brand gain more followers and trust. Consider keeping up with local events to stay relevant with your community.

Content Strategy

As search engines improve their algorithms, it becomes clearer that content is king. It’s an important SEO strategy to make websites rank higher in the search engine results page. Make a strong content strategy that combines with SEO to raise your business conversions and increase your brand’s authority.

Paid Search

If you’re using paid search, you need to incorporate SEO strategies to make the expense worthwhile. SEO can help optimize the landing pages, the proper keywords, and content strategy that improves paid search. When you combine SEO and content marketing, you can gain organic traffic more.

Conversion

If you combine SEO with digital marketing conversion tactics, you can get more organic traffic to your business. Make the best customer experience by using SEO best processes to give them a good content journey. Ensure that you use SEO and digital marketing to understand your users and adjust your website accordingly.

PR and Brand Mention Strategies

Your PR team can collaborate with SEO experts to help with brand mentions. It helps increase your business’s online presence and make it more visible to search engines. You shouldn’t take online reputation management for granted.

Website Development

Your website’s optimization determines your online presence. SEO is important to web development because it helps optimize load times and mobile responsiveness. Web developers can learn a lot from SEO experts especially when they need to adapt to the newer technologies. When collaborating with web development, SEO makes it easier for you to have a user-friendly website with clear navigation and optimized Meta tags. It helps your content have a balanced keyword density while ensuring it’s relevant and consistent. SEO’s best practices help your marketing campaign have unique and non-plagiarized content without stuffing it with keywords.

Discover Digital Marketing and SEO Benefits Today!

Combining digital marketing and SEO can help your business stay competitive and relevant. The relationship between these two is collaborative, but you can say that SEO is a subset of digital marketing. SEO allows you to use the required keywords and best practices to help you rank higher in search engine results. It works in sync with digital marketing through content creation that you can share on your website and your social media platforms. It helps in the digital marketing campaign effort that gives your business the exposure it needs to gain customers and sales. Putting these strategies together help you serve customers better and make them come back for more. Using both for optimization helps build brand loyalty and customer retention. Not sure how to implement them together? Do you need SEO and web design help? Contact us today and we can help you out!

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Local SEO tips

6 Local SEO Strategies for Traffic and Lead Generation

6 Local SEO Strategies for Traffic and Lead Generation

Using local SEO strategies can help to grow your traffic and boost lead generation. Keep on reading to learn effective SEO techniques that work.
Did you know that if somebody looks for you on their phone, and finds your business, they will most likely visit or call you within the next 24 hours? This is why your local SEO strategies need to be airtight. It’s very easy to do your own SEO optimization these days. But it’s incredibly difficult to do it correctly. First of all, you need local SEO strategies that work in 2018, not 2011. So let’s take a look at how to win the local SEO war, and turn the traffic into leads.

How to Instantly Beat 50% of the Businesses Out There

You’re not going to believe this, but there is a free, 15-minute task that can put you above half of the businesses out there today. Make sure Google My Business has your most recent business information. This is so incredibly simple and completely free to update. And yet, 50% of surveyed businesses admit that their Google My Information business is either inaccurate or incomplete. This is basically gift wrapping valuable local SEO traffic to competition that is more on the ball. So take the five minutes to ensure that Google has your most up-to-date and accurate business address, hours of operation, products or services, customer reviews, and photos.

Don’t Mistake PPC for SEO

A lot of business owners will buy paper click PPC ads to try to help their local SCO strategy and optimization. These are actually two completely different things. It seems counterintuitive, you are buying these ads from Google, so you would think they would help your organic ranking with Google. There is no data to prove this. Try to think of it this way: PPC is paid traffic that you buy through bidding on keywords. SEO is earning organic traffic by optimizing keywords. PPC ads are a great way to show up in local searches and send traffic to your website, to hopefully convert into a qualified sales lead. Which is great. Just don’t assume it’s going to help your organic rankings.

How to Convert Paid Clicks Into Leads

Contrary to popular believe, you don’t half to spend the most money to have the most success from your PPC ads. You can see better results by being a bit smarter and more strategic. Let’s say your competition is outspending you, so they have the number one position when people Google your business. That number one spot is not guaranteed to get the click from the searcher. More people will click your ad if it’s better written, and speaks directly to their pain point. Your ad copy needs to strike in emotional cord with them in the headline, then inspire them to click with a compelling offer in the second line. And if you do that better than the other guys, people will choose your ad over theirs. Bonus Tip: One of the biggest mistakes that businesses make in their local SEO strategies is sending their traffic to a generic landing page. Make sure you set up a dedicated landing page for each PPC campaign, so you can:
  • Measure the true performance of this ad, and make adjustments
  • Match the messaging and offer to exactly what the actual ad said
If the ad promised a 14-day free trial, but the landing page makes no mention of it, you will lose the click because the reader will assume they’re in the wrong place. or that they’re the victim of a bait and switch offer.

How to Turn Your Blog into a SEO and Lead Goldmine

A blog should be the most important part of everybody’s local SEO strategies, but it is one of the most miss used tools in the world of digital marketing. The SEO value of your blog has never been higher. Google wants organic content like this. In fact, websites that have a blog have 434% more indexed pages than non-blog sites.

Write About the Right Things

Clearly, the first thing you need to do is write about things that will generate the most traffic. Most businesses today right about themselves, and promote their various events, products, services, or promotions. People don’t care. They want to click on and read something that has actual value to them. So you need to find out the questions they need answered and the problems that are keeping them up at night. That’s what you should blog about. Go on social media and sites like Quora and Reddit to find the questions that people are asking about your industry. Now take those exact questions, word-for-word, and turn them into block titles. These are actually what you call longtail keywords. Because they are the long questions that people are asking Siri, Alexa, and Google. You want your business’ blog to be the answer to these questions.

Is Your Blog Set Up to Generate Leads?

A lot of businesses struggle with a blog that generates pretty good traffic, but produces no leads. That’s probably because they are not giving their reader a clear next step. Your reader had a question, came to your blog, read the whole thing, and got an answer. Now you have their trust in their attention so you need a call-to-action (CTA) to turn them into a lead. That CTA could be to:
  • Fill out the lead form on the right
  • Click to read more blogs
  • Join our mailing list
  • Leave a comment
You can’t waste this click. You’ve captured their attention, now you need to capture their contact information so you can get them to buy today, or nurture this lead with re-marketing efforts. If you ask them to do nothing at the end of a blog, that’s exactly what they’ll do. And then they’re gone forever.

Ready to Talk About Your Local SEO Strategies

Felicity Jane utilises her background skills in psychology, marketing, IT, graphic design and urban and regional planning, to bring real world solutions to clients. How can she help you? Click here to find out.

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How we manage YOUR SEO needs

How can we help you with your LOCAL SEO?

The importance and value of SEO are well documented. Local SEO is, however, yet to be fully exploited. In fact, only 44% of businesses have laid claim to their Google My Business local listing. The few who employ local SEO strategies are raking in huge profits. A Recent survey shows local searches make up 46% of all Google searches with 78% of all local mobile searches resulting in a purchase. We help businesses, like yours, to enjoy the benefits of all manner of SEO strategies. Our aim is to help you see your enterprise rank high in search engines (Google, Bing, e.t.c) and, online directories (Citysearch, Yelp, e.t.c). Local directory marketing boasts of the highest conversion rates of any advertising tool. The rate is as high as 50% in some popular directories. So, according to the statistics mentioned so far, good local SEO will help you i. Increase the number of visitors to your site. ii. Convert close to half of the visitors into customers.

How Do We Help Your LOCAL SEO Rankings?

Before working with any business, we usually consider two things. i. Have you claimed your local listings? If the answer is yes, we go to part two below. If it is no, we help you claim the listings. Local SEO begins with controlling your local listings. ii. Does your business have duplicate listings? If the answer is no, we roll out the main SEO process outlined below. In the case of duplicate listings, however, we get rid of the additional listings. Duplicate listings confuse both customers and search engines. The confusion affects ranking and consumer trust. When these two issues are resolved, we roll out the

Main steps of our SEO strategies.

Baseline And Future Goals.

We understand just how far good Search Engine Optimization can push a business. The first step is to determine where you rank and where we can take you in about five months. The idea is to rank you as high as possible. Good local listing, for example, exposes you to the 71% of clients who look up businesses before visiting them. One thing to understand is that some unchangeable factors may determine just how far you rank. One such factor is industry centers. When similar businesses in a locality occur clustered together, Google interprets the clusters to be an industry center. The closer a business is to such a cluster, the higher Google ranks it. No amount of content and local SEO strategy may change that fact. The two, however, still guarantee you of better ranking despite the fact.

Content Is Still King.

Localized content speaks to local clients in a manner they can associate with. Nothing builds trust faster. We carry out extensive keyword research and use our experience with Google’s search algorithms to help your rank. Below are other strategies we employ to help your content convert.

NAP Synchronization

NAP (Name Address Phone) synchronization is another approach we use at this stage. The NAP in your listings should match what you submitted to Google and any other body. Having different NAPs for your business across different forums has the same effect as duplicate listings. Finally, the appearance of NAP on every page of your site also helps content to convert.

Data Aggregators

Data Aggregators are entities that compile data on local businesses from various sources. They rationalize the data to come up with clean and accurate representations of the business environment. The aggregators are important because they are responsible for availing the data to search engines, at a fee. We help you submit your data to aggregators. The result is more control over the type of data available to search engines.

Structured Data Markup/ Schema Markup

Schemas are fairly new SEO advancements. Only 31.3% of websites are using schema markup. They are technical and why you should use an expert for your SEO needs. Schemas are codes that help Google spiders analyze a page quickly. Google algorithms have a preference for sites with the schema. Employing them helps our clients rank higher than their competitors. For purposes of professionalism, however, we only offer our services to one business per category in any given region. This way, we ensure our clients enjoy solid leads over the competition.

Encourage Reviews

You can never have too many citations. Reviews form the most important citations. 72% of people trust online reviews. They give them the same validity as a personal recommendation from a trusted friend. The more reviews you have, the better your rank. Good reviews are the main objective. This means that your business should deliver exactly what is promised. We give advice on how to offer services that attract positive reviews. 52% of clients are moved to make a purchase by positive reviews. No matter the importance and value of SEO, product delivery remains key if you are to succeed. Get people talking nice about your business, and more people will come. Our SEO strategies will only bring clients to you, maintaining them is entirely up to your delivery. Good reviews and content will eventually help build your business a vast amount of backlinks. Links back to your site are ranking gold. They improve ranking faster than even the black-hat tricks out there.

Continued Health Analysis Of Progress

When all is in place, we check how well you rank. SEO is a race that more and more people are getting into. You may rank well today and lose the position tomorrow. This fact has led our company to continually assess the progress of clients. It is not always just a matter of improving your ranking. The idea is to maintain the high ranking. Google, for example, continually updates its search algorithms. What works today may not work tomorrow. Our team of experts is always on the lookout for any such developments. This is another reason why you should avoid trusting your computer guy with your SEO needs and why you should use an expert. Finally, the entire process of SEO and local SEO strategies is a long one. The above steps are not meant to highlight the entire process. Instead, it is an overview of the main steps in a way intended to educate and build your confidence in the process. We would love to help you rank in the LOCAL map pack .. get in touch jane@felicityjane.com.au

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static v dynamic web pages for SEO

Dynamic Website Vs Static: Which Is Best For SEO?

Dynamic Website Vs Static: Which Is Best For SEO?

Are you operating a static or dynamic website? They each have pros and cons. Keep reading to learn which one is better for your SEO.

When it comes to improving your SEO, your number-one focus should always be on user experience. And, well, users can be hard to please. If your site doesn’t display correctly, if it takes too long to load, or if it’s not beautifully designed, your users are likely to bounce. They’ll damage your SEO in the process. Several factors can improve your site’s usability, starting with the type of website itself. Whether your site is static or dynamic can have a big impact on your user experience and your SEO. Keep reading to find out whether a static or dynamic website is best for SEO.

What We Mean by Dynamic or Static Websites

First up, what is the difference between a dynamic website and a static one? “Static” and “dynamic” refer to the way the website loads for each user. A static website is made up of a series of HTML pages stored on a server. Any time a user accesses a page, they will see the same, static view of the site. In the early days of the Internet, all websites were static. Dynamic sites are a bit more complicated. Instead of storing site pages via HTML, dynamic sites are created using a content management system, or CMS. The CMS stores the site’s information on a server and, using PHP or JavaScript, dynamically builds the site out every time a user visits a page. As you might expect, there are pros and cons to both methods.

The Pros and Cons of Dynamic and Static Websites

Pros and Cons of Static Sites

Static sites are cheap to build and host, but they can be a drain on resources when it comes time to update them. Think about it this way: If you change your phone number — and your phone number is on every page of your site — you have to manually update each HTML page. Depending on the size of your website, that could eat up a lot of time. That said, static pages work great for small sites that don’t need frequent updates. Many “brochure” sites are static. The biggest draw of a static site, however, is speed. Static sites load much faster than their dynamic counterparts.

Pros and Cons of Dynamic Sites

Dynamic sites generally cost more to develop and take more resources to host, but they are much easier to change. Because dynamic sites use a CMS, you can update information on every page quickly and easily. You don’t even need to know HTML to run a dynamic website. Because dynamic pages are built out in real time for each user, you also have endless customization and targeting options. As you might guess, though, generating HTML and CSS every time a page loads is a pretty slow process. Unless they’re optimized, dynamic sites are often slower than static pages.

Which Is Better for SEO: A Static or Dynamic Website?

Unfortunately, there is no one-size-fits-all answer to this question. Static and dynamic sites both excel in different areas. They also require different skill sets to manage and update. If you have a dedicated web hosting staff, you might be able to handle managing a static site. If your staff is a little leaner, however, you might need to rely on a CMS and a dynamic website. There are some things to consider when it comes to SEO, though.

Static Sites Have Better Page Speed

Page speed has a big impact on your users’ opinion of your site–and your SEO. In fact, 40 percent of users will leave a site if it takes more than three seconds to load. When it comes to page speed, static sites are the clear winner. However, if you’re managing a large site that needs frequent updates, a static site might not be feasible. If you need to use a dynamic website, there are steps you can take to lessen your loading time. Use static HTML for information that doesn’t need to change Regularly update your CMS themes and plugins Reduce the file size of your images Consider using a content delivery network

Static Websites Are Easier to Crawl

When Google sends out its web crawlers to comb through the internet, they compile the information they find in an overarching Search index. When it comes to a simple static site, crawlers can add straight-forward HTML pages to the Search index quickly. They may be less likely to encounter errors, which means more of your site’s pages are indexed. That’s great for your SEO. If you have a JavaScript-heavy dynamic page, however, you might slow down the web crawlers. That could mean fewer of your pages are added to the Search index–and won’t show up in search results.

Dynamic Sites Are Better for Integrating Keywords

Because they are so easy to update, it’s easy to change up your keyword strategy on a dynamic website. If your research shows a new keyword shows some promise, you can add it across every page of your website with your CMS. With a static site, you would have to manually update your site copy every time you want to test a new keyword. You also have the option of personalizing a dynamic site to each user’s needs. You can target your keywords and content based on each user’s operating system, referral page, or even browsing device.

Building a Mobile-Friendly Dynamic Site Is Easier

Because dynamic sites are built out every time a user visits, they’re made for mobile-friendliness. In fact, most modern CMS automatically generate mobile-friendly pages without any extra effort on your part. To make a mobile-friendly static site, however, you’ll need to manually add the code to make your site mobile-responsive.

Get Help Building Your Website from Felicity Jane Digital

If you need to build an SEO-friendly site targeting the Brisbane area and Australia’s Sunshine Coast, Felicity Jane Digital can help. We are a professional SEO and web design firm dedicated to getting your site on the first page of search results. Whether you need a site designed and developed from the ground up or you need help with your SEO strategy, we’ve got you covered. Get a free quote and find out what we can offer your business.

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SEO to get traffic to your website

What is Organic Search Traffic and Why Do You Need It

What Organic Search Traffic is and Why You Need It

SEO is at the heart of any good website’s advertising efforts. But do you know what organic search traffic is and why it matters?

Read on to find out! Want to grow your website and engage readers? Struggling to get more clients and sales? If so, good SEO is a must! This acronym stands for search engine optimization. Its goal is to drive traffic to your website and boost your online presence. Unlike pay-per-click advertising, SEO doesn’t require you to pay for traffic. It’s all about optimizing your pages for readers and search engines alike. The results don’t come overnight, but they will last. Organic search accounts for about 51 percent of all traffic. Paid search, by comparison, makes up just 10 percent of traffic. If your site is well-optimized, customers will easily find it in search results. Before going any further, let’s see what organic search traffic is and why it matters:

What’s Organic Search Traffic All About?

When Internet users search for products or information online, they have two options. They can either access the first sites listed in search results, or click on paid ads. The websites listed on the first page in search results receive the most traffic. At a closer look, you can see that they include the terms used in your search. Moreover, the content is relevant and to the point. Let’s say you’re searching for a new mobile phone. Most likely, you’ll use terms like “best mobile phones,” “cheap mobile phones,” or “2017 mobile phone.” The first websites that show up on Google redirect users to popular online stores, such as Amazon. If you access the third or fourth page, you’ll find smaller stores and sites with lots of pop-ups and poor structure. Thus, it makes sense to buy from the sites listed first in search results. A web page that provides quality content will naturally rank higher than one with poorly written content. Besides website copy, there are other factors that influence your rankings. These include website navigation, proper keywords, metadata, and more. To get organic search traffic, it’s necessary to consider all of these factors. Quality content, for instance, cannot offset the damage caused by bad linking or pop-ups.

What Are the Most Important Most Important Google Ranking Factors?

SEO is all about optimizing your pages and content for the search engines. This will result in more traffic, sales, and brand awareness. As a business owner, it’s your responsibility to drive customers to your site. You need to build quality links, remove bad links, and write content that’s relevant to your niche. Quality content and links are the primary factors based on which Google ranks your site for organic search traffic. According to a study by Moz and Buzzsumo, long-form content gets more links and shares than shorter posts. Ideally, your articles should have at least 1,000 words. Google uses over 200 ranking factors to determine which websites provide the greatest value. Let’s see the most important ones:
  • Domain age and history
  • Keyword density
  • Content quality
  • Content length
  • Duplicate content
  • Reading level
  • Page loading speed
  • Image optimization
  • Link quality and relevancy
  • Canonical tags
  • Mobile responsiveness
  • Country TLD extension
  • Site architecture
  • Number of outbound links
  • Broken links
  • Affiliate links
  • URL length
  • User-friendly layout
  • Breadcrumb navigation
For instance, websites that have SSL certificates are perceived as more trustworthy. The same goes for those with older domain names and lots of social shares. According to Google’s support blog, your website must provide original, quality content to rank high on search results. Sites with too many broken links and duplicate posts are often penalised by the search engines. Another factor to consider is mobile responsiveness. Web pages that are not optimized for mobile devices may not rank as high. Today, more and more people are browsing the Web from their smartphones or tablets. Any of them is a potential client. Thus, it’s vital to optimize your website for mobile devices. This will lead to increased organic search traffic and more revenue. On top of that, it will boost your online exposure and strengthen your brand.

Why Is Organic Traffic Important to Your Business?

Wonder why you should use SEO rather than paying for traffic? Well, organic search traffic has its perks. First of all, it’s long-lasting. With pay-per-click (PPC), you’ll only get traffic fast, but the numbers will drop as soon as you stop paying for ads. SEO, on the other hand, has a lasting impact on your traffic stats. Secondly, organic search traffic involves lower costs. You can optimize your pages yourself, or hire an expert. Either way, it’s cheaper than PPC. For example, you can cover the basics, such as content writing. Ask an SEO expert to handle the technical aspects. This will significantly lower your costs. Thirdly, websites that attract organic traffic are perceived as having more authority. Their pages offer quality content and have a clear structure that users can easily follow. In the long run, organic search traffic can boost your online presence and drive massive sales. It provides a high return on investment and reflects positively on your brand. Additionally, well-optimized sites offer a better user experience. They’re easy to navigate and contain relevant keywords, which help keep customers engaged. Let’s say your company sells sports equipment. When people search for words like “running shoes” or “training gloves,” they will find your website on the first page of Google. Good SEO places your business directly in front of buyers. Compared to traditional marketing channels, SEO is more affordable and effective. It allows you to laser-target your audience and to build a powerful brand. Moreover, it boosts your credibility and online reputation.

Organic Traffic – The Key to Business Growth

Whether you want to increase sales or establish yourself as an industry expert, organic search traffic can help. It’s a proven way to attract prospects and turn them into customers. Even if you only have a blog, you still need organic search traffic. Without it, users won’t be able to find your pages and check the content. What’s the point in writing great posts if no one can read them? What are your top strategies to drive website traffic? Do you prefer SEO, PPC, or both? Share your tips below!

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