Topic: Online / Content Marketing

Learn How Content Marketing Can Generate Leads and Sales for Your Markham and Toronto Area Business

Any effective marketing plan in 2019 will contain some form of content marketing. Brands need to focus on interacting with their audience, it’s a crucial part of conducting business today. Sharing the story of your brand and the work you do will help generate more leads and business. Posting high-quality content regularly will set you apart from the competition and will also help you rank higher in Google search results.

Bill Gates famously said, “Content is king.” Online marketing really can’t exist in today’s world without good content, yet it’s amazing how many companies ignore it. Content is one of the most affordable and sustainable marketing strategies that can directly lead to more conversions and profits. A recent study by DemandMetric found that content marketing costs about 62 percent less than traditional marketing and produces three times as many leads.

Trust is a key element in online marketing, and that’s something that will never change. Today’s consumers have multiple options at their fingertips and with content marketing, it’s vital that you build an instant level of trust with your audience when they interact with your brand online. Content marketing gives you the ability to engage with your audience, it’s an excellent tool for building trust and authority. Strong content will instantly provide costumers with an outlet to develop a positive opinion of your brand. Providing value in your marketing is key, educating your customer with solution-oriented content is the best way to stay memorable.

With so much technology, it can be easy to forget the human side of marketing. Throughout history, marketing has been powered by story-telling and word-of-mouth, content marketing brings these powerful and proven strategies to the digital age of 2019.  Content marketing has the ability to inspire people and keep a brand top-of-mind throughout the sales process. Businesses will learn about the preferences of their visitors by dialling into the analytics data generated from their online content.

Content powers the Internet, and Google wouldn’t exist today if people didn’t share their thoughts and stories online. If you don’t have good content, Google has no reason to send people to your website. You could be missing out on a lot of traffic and business due to the fact you’re not saying anything interesting online. Good content will aid in every part of the marketing funnel and will help you gain informed customers.

Content marketing will also grow your Search Engine Optimization (SEO) strategy. Posting SEO-friendly online content is very important because Google’s algorithm is constantly scanning the Internet for new content and keywords. The best online content is written with the purpose of engaging with customers with Google’s algorithm in mind.

Remember, even the best ranking content is useless if people can’t connect to it. Ideally, you’ll have a good understanding of what your audience wants to read about online and you’ll fill up your website with it. Spend the time and do your keyword research and insert them naturally into your writing. Don’t overuse them, try using similar words or phrases. Remember, content marketing is bigger than just text. Mix things up; try posting video, social media posts, and white pages. People trust brands that post content on multiple digital platforms.

Getting third-party websites to backlink to your site is an essential ingredient for achieving SEO success and content marketing will help. Websites tend to link to other websites that add value to the experience of their readers. Having a good selection of backlinks and well-written content is the gasoline that fuels SEO.

We’re watching voice search become a part of the average Canadian’s life. Sales of smart speakers such as Amazon Echo and Google Home have shot through the roof and they are not showing any signs of slowing down. This trend provides an exciting opportunity for companies investing in content marketing. It’s estimated that 50 percent of searches will be done with someone’s voice by 2020. The average person can type around 40 words a minute, but they can speak nearly at 150 words.

People are not asking Jeeves questions anymore, they are speaking to the smart devices in homes and vehicles and they are doing so in a conversational tone (much longer than the traditional way of typing). Regularly posting strong content helps smart devices find you on Google, voice searches tend to be for long tail keywords (A long-tail keyword is a search phrase that contains at least three words), and content marketing will help you land this traffic. Smart devices are three times more likely to share localized search results. Regularly including localized information and keywords in your content will help you gain this high-converting segment of traffic.

Content marketing will help grow all the other parts of your marketing strategy. Our clients have used their content to power email marketing, social media, Google AdWords campaigns, and video. It’s an excellent way to make your marketing elements convert with a higher level of consistency.

The benefits on content marketing are countless and it’s a no brainer in today’s digital marketing world. Our team of experienced Internet marketing experts have helped businesses in Markham and throughout the Toronto region take their marketing to the next level with our content marketing services. If you want to learn how partnering with a Toronto content marketing agency like Insiteful Solutions can help your firm generate more leads and sales be sure to contact us today. We’d love to learn about your marketing goals and help you achieve them!

Google Analytics Update: Data Retention Solution to Protect Sensitive Customer Information

Google Analytics - Insiteful Solutions Markham Ontario

Headlines during 2018 have been full of big tech companies such as Facebook, Twitter and LinkedIn having security breaches. It’s been a problem that many people have been concerned with, data is important in today’s online economy and governments around the world are introducing laws to protect citizens. The European Union are in the process of introducing the General Data Protection Regulation (GDPR), the goal of the legislation is to provide protection on data is stored and managed. This has caused many companies to question their own processes and review their policies on how long data is stored.

Recently, Google announced that some changes to their Google Analytics tool. Users will now have the ability to set the amount of time before user-level and event-level data is automatically deleted. The update is scheduled to launch to the public on May 25th, the same day the European Union’s new online security is officially active.

After logging into Google Analytics, users will have the ability to tell Google how long they want their web traffic data stored for. There will be options for 14 months, 26 months, 38 months, or 50 months; after this point, all data will be automatically deleted. Any aggregated data will remain when the user data is automatically deleted. Other Google Analytics data affected by this update includes cookies, user identifiers, advertising identifiers, DoubleClick identifiers, Android identifiers and Apple identifiers. These elements could be important to your online marketing tracking and you’ll want to ensure they are properly backed up if you want to keep them.

Many website owners have a lot of Google Analytics data stored on the company’s cloud, especially with the more sophisticated tracking options offered over the last few years. It’s important to ensure you have a plan to keep your historical analytics data over the next couple of weeks. The upcoming update from Google will not only help the company comply with new European data policies, it will help the tech giant save a lot of money by decreasing server strain.

Historical analytics data can provide your company with some excellent insight into the growth of your online brand. Keeping more data than needed can open the door to potential breaches when your Google Analytics account is not properly secured. Evaluate your need and determine the best Google Analytics storage policy for your company and be sure to adjust your settings accordingly before the May 25th launch date.

Ranking High in Google – Why Search Engine Optimization (SEO) is Important to Your Business

Search Engine Optimization

Search Engine Optimization (better known as SEO) has been an important part of online marketing for over a decade. For years SEO experts have been working hard to make websites appear higher in organic search results. Having your website seen on Google will produce more traffic and therefore more conversions on your website. It’s estimated that Google receives 57,000 searches per second on any given day, that’s around 2 trillion searches in a year. The world uses Google and it’s important to claim your brand’s digital territory.

The early days of Search Engine Optimization (SEO) were a digital wild west. Site rankings could vary greatly from one day to the next. People were also using search engines such as Yahoo!, MSN (before it was Bing) in addition to Google. Strategies for ranking higher did vary from search engine to search engine, but loading up on links, having strong META tags, and lots of content would usually do the trick. Over time the search engines got smarter, old SEO tricks stopped working like they did in the past and Google become a dominant force. It’s estimated that over 79 percent of Internet searches in 2017 happened on Google, followed distantly by Bing at just 7.27 percent. Google and other search engines got better at understanding how their audiences read and clicked through online content. This focus on showing relevant content made the Internet easier to navigate but made old school SEO tricks obsolete.

Search Engine Optimization (SEO) is still alive and well. Actually, today is a really exciting time for doing SEO. Websites are being rewarded for having engaging and relevant content with more eyeballs in Google. A lot of SEO really comes down to common sense. Writing strong online content on a regular basis is the best way to gain more traction in Google search results.

People are changing how they interact with Google all the time. Over the last few years, we’ve seen a heavy shift towards people using their mobile devices to look up information on the Internet. Google has a strong track record for building their search engine to suit the needs of their users. Websites with a strong mobile presence now appear higher in Google’s organic listings. Most of Google updates over the last few years have focused heavily on rewarding websites that load quickly on mobile devices with increased rankings. Google estimates that over 40 percent of people only search Google on smartphones during an average day. If your website doesn’t have a strong mobile design you’ll be buried in Google search results.

We’ve also seen a growth in localized searches in Google. People are using Google to instantly access information about their local communities. Google estimates that ‘near me’ searches increased by two times over 2016 and it’s a trend that’s not slowing down. This has created a need for businesses to monitor their Google Reviews and engage with customers in a timely fashion. It’s important to constantly add localized information to your website to get ahead of your competition.

Voice activated search is another emerging trend on Google. People are using their fingers less to conduct searches on Google, instead, they are speaking to their smartphones, watches, tablets, smart speakers and even vehicles to access instant and localized information. Ranking organically is key to gaining traffic via this growing search method in Google.

Google is a business and they are in the business of making money (and they do a really great job at it), over the last few years there has been a lot more of Google’s search real estate devoted to AdWords advertising. This shift towards paid results has left less room for free organic search listings and competition for the remaining spots has created fierce competition for many companies. Combining an Search Engine Optimization (SEO) campaign with a Google AdWords strategy is an excellent way to instantly gain traction on Google.

It’s important to think like your audience when coming up with an effective SEO strategy. You understand your customers better than anyone, using this knowledge to determine which keywords you want to focus your energy on is the best way to get results. Tools such as Google Analytics will give you an amazing insight into how your audience interacts with your site and what searches in Google are producing the best results. Google Analytics is a powerful tool for your marketing toolbox and it’s 100 percent free. Many of our clients have found success ranking for long-tail search results. A long-tail keyword is a phrase entered in search with at least three words, these searches help users find really niche and targeted information. Generally, long-tail search keywords are easier to rank high for with a lot less competition. Hubspot estimates that 50 percent of search queries contain four or more words.

Another key factor that Google uses to determine how your website ranks are the code used to make your site function. Websites with clean and easy to read code will rank higher than sites using bloated code. We’ve found that using WordPress to power a website is a great way to build an SEO-friendly site. This easy-to-use web platform can be updated effortlessly and the design and development options are almost endless. It’s estimated that over 20 percent of the websites on the Internet are now powered by WordPress, including well-known sites including The New Yorker, Variety, BBC America and MTV news. Generally, WordPress websites load quickly, can be easily read by Google and look great on mobile devices.

You could have the best website in the world, but if it’s not ranking high in Google it won’t be seen. There are a lot of online marketing firms who promise instant SEO results and special relationships with Google. The only way to achieve SEO success is to put in the work and commit to regularly posting informative content on a well-designed and mobile-friendly website. There are really no shortcuts to ranking high in Google. SEO is worth it and with recent increases in localized and voice-activated web search, it’s more important than ever before. High-quality content will not only help you rank better in Google, it will also help establish your brand as a trusted source in your market.

We love talking about SEO and we’d like to partner with your Toronto business to take your SEO strategy to the next level. Our Markham online marketing company believes in transparency, that’s we keep our clients up-to-date with regular and jargon-free reports, allowing you to quickly measure your return on investment. Contact us today and learn how we can help take your SEO marketing to the next level.