Topic: Search Engine Optimization

Digital Marketing – The Most Important Trends for 2021

Digital Marketing 2021

Digital Marketing in 2021

As we enter the second year of COVID-19 digital marketing has never been more important. While COVID-19 upended business activity all over the world, at Insiteful Solutions, based in Markham, Ontario, we were lucky to be in the position to pivot quickly to help all of our clients restructure their websites and make sure that they all had e-commerce capability for their businesses. As Search Engine Optimization (SEO) experts we also made sure our client’s SEO programs were up to date and responsive to worldwide events.

With the complexity and strain that COVID-19 has caused, it can be easy for companies and their marketing teams to forget about the vital role SEOs and the role they play in the success of your business. But now more than ever we are encouraging all of our clients to re-dedicate energy and resources to Search Engine Optimization. Maintaining and building your company’s online presence is the most important aspect of digital marketing in 2021; by positioning your company at the top of the search engine results pages you will save marketing dollars and further your company’s brand.

Successful Search Engine Optimization programs take time and dedication, at Insiteful Solutions we are experts in SEO optimization and have helped hundreds of clients achieve superior rankings across all search engines. Every year the algorithm’s for Google and other search engines evolve and digital marketers have to keep up with these changes. At Insiteful Solutions, we design our SEO strategies based on data-driven results and make sure our clients are always at the forefront of industry trends.

For 2021 these are the main areas we are focusing on for our clients.

Mobile-First Indexing

Without a doubt, mobile-first indexing on Google is the most important thing for digital marketers to focus on. What is mobile-first indexing? Simply, Google has announced that instead of using desktop search engines to rank websites they will instead use a website’s mobile ranking. This is a massive shift in SEO’s, the original change was scheduled to take place in September of 2020 but this change has been moved to March of 2021. If you have an older website then you will 100% need to make sure it is mobile friendly. All new websites we work on are designed to work on mobile phones as well as desktops. If you have an older site and you haven’t made this change (it is estimated nearly 30% of sites aren’t ready for the March 2021 deadline), then your company may be in for a rude awakening. Even if your company is the #1 ranked site on Google for your industry – without a mobile friendly site your ranking could literally plummet overnight. Why is Google Doing This? It is estimated that by 2020 there were 3.5 billion smartphone users worldwide, and the forecast for 2021 is that purchases made on mobile phones will exceed $1 trillion. The incredible global reliance on mobile phones has changed the way Google does business.

Local Google Rankings

Google has also made a pledge to improve customer service and part of that is supplying users with localized SEO results. So, if for example, you are in downtown Toronto and you are searching for a florist, Google will automatically send you results based on your geographic location. This means that it is imperative that your company make sure that you are located on Google Maps and that you optimize your listing by including all the basic information for your company (name, address, phone number etc.) making sure to include the keywords related to your business.

User Engagement

Another major change for Google will be how they gauge user engagement. Keywords have been the main way that websites can increase their ranking. In the near future that method of manipulating the algorithm, by repeating keywords over and over again in the content of your website, will no longer work. Instead, the algorithms will be looking for how you engage users to your website. Visitors clicking on embedded videos or clicking to pages within your website can help engage users and have them stay longer, this will help with the new Google SEO algorithm. Having users like, link and share parts of your website content will also assist your digital presence and SEO Google ranking.

Passages

Last October Google made the shift that instead of indexing just pages they would also index passages within the page. Previously in a 20 paragraph page, the 18th or 19th paragraph might not even register for Google’s index. But now Google is searching for more than just keywords, they are looking for meaningful passages where questions are answered and vital information is shared. This means that more attention is going to need to be paid to the written content of your website.

Artificial Intelligence for your SEO

Artificial Intelligence has been around since the 1950s and is a term that actually covers numerous technologies. In a simple definition, Artificial Intelligence allows machines to perform specific tasks on the same level or better than humans. You may not realize it but if you use Siri or Alexa you are using Artificial Intelligence. When you receive recommendations from Amazon or your favourite streaming service that is another form of Artificial Intelligence which evaluates your past activity and then with this data recommends other purchases or programs. In 2021 Artificial Intelligence will continue to influence how users engage with websites and will be used to help serve up answers to queries in the search engine of your website. Artificial Intelligence powered SEO tools will be used by companies to determine and define website content, increase search traffic and manage local and global listings.

Insiteful Solutions is dedicated to helping existing and new clients grow their business and respond to global changes, COVID-19 related or otherwise. If you haven’t prepared your company’s website for Google’s upcoming mobile indexing change we highly recommend you get in touch with us to do this as soon as possible. Insiteful Solutions can help you with all of your Digital Marketing and SEO and website needs – get in touch today so we can get started. 905-947-8235 or you can use our Contact Us Form

Be Aware Of Job Scams

We Are Not Currently Hiring
**Please note we would never request your banking information as part of an application process for a job. We are being impersonated on Indeed and the fraudsters have been reported to the police. Thank you.


Source: https://www.thebalancecareers.com/top-job-scam-warning-signs-2062181

Have you ever wondered if a job is real or a scam? Sometimes, it can be hard to tell the difference. Here are some tip-offs to help you identify fake job offers and avoid job scams. Internet fraud is rampant, and scammers prey on job seekers. Your best defense is to do your research and report internet job scams.

Top 10 Internet Job Scam Warning Signs

Review these tips, so you can identify and avoid a variety of different types of internet scams designed to get your personal information and your money.

Too Good to Be True

Good jobs are hard to find. Like your mom always said, if something sounds too good to be true, it probably is. Here are some tip-offs that the ‘job’ is fake:

 

  • You didn’t contact them; they contacted you: They say they found your resume online. They either offer you a job right away or say they want to interview you. Sometimes the scammers will try to entice you by saying that you made the cut and they are interviewing the finalists for the job.
  • The pay is great: Here are two examples:

Healthcare Admin Assistant: “This is a work from home job. Work hours is from 9am-4pm Monday-Friday You will earn $45 per hour for this position, you are also expected online at Yahoo Messenger during working hours. We also offer flexible hours….”

Here’s a note from a reader about an Operations Officer scam: “I have never had anyone offer me a job working 20 hours a week, for $72,800 annually, without an interview or two or three. They don’t really say what you will be doing or where…The company address is in Spain.”

 

  • You get the job right away.: After a quick phone or Instant Message interview, the ‘interviewer’ immediately contacts you to offer you the job.

Scammers troll job boards looking for victims. To reduce the chance, you’ll get scammed, use job sites that have privacy policies and only allow verified employers to view the listings.

 

Vague Job Requirements and Job Description

Scammers try to make their emails sound believable by listing job requirements. Usually, these requirements are so ridiculously simple that almost everyone qualifies: Must be 18 years old. Must be a citizen. Must have access to the internet. (You wouldn’t be reading their email if you didn’t have internet access, right?) The job requirements don’t mention years of education or experience. As a rule of thumb, if it’s a real job, the requirements will be quite specific.

Job scam emails usually don’t include clear job descriptions, either. Many job seekers say that when they ask for a job description or list of job duties, they get the brush-off. The interviewer either ignores the questions or says something like “Don’t worry, we’ll train you.”

 

Unprofessional Emails

Some emails from scammers are well-written, but many aren’t. Real companies hire professionals who can write well. If the email contains spelling, capitalization, punctuation, or grammatical mistakes, be on your guard. Here’s an example submitted by a reader:

“The Human resources have just reviewed your resume due to the one you posted on www.allstarjobs.com.You are now scheduled for an interview with the hiring manager of the company.Her name is Mrs. Ann Jernigan; you are required to set up a yahoo mail account(mail.yahoo.com) and a yahoo instant messenger.”

In this example, the mistakes include:

  • Capitalization errors: ‘Human resources’ should be ‘Human Resources’, and ‘yahoo’ should be ‘Yahoo’
  • Punctuation errors: Commas, periods, and parentheses should be followed by a space
  • Grammatical errors: “Human resources have reviewed” should be “Human Resources has reviewed…”

 

Online Interviews via Messaging Services

Many attempted scams say the interview will take place online using an instant messaging service. The scammers often include instructions for setting up and contacting the hiring manager and may ask for confidential information.

If you’re applying for an online job and you’re told the interview will take place online via instant message, research the company and its representatives before you agree to an interview. And if you agree to be interviewed, ask detailed questions about the job during the interview. Don’t give out confidential information such as your bank account, credit card, or Social Security numbers. Don’t be fooled just because the interview questions sound real.

Emails Don’t Include Contact Information

If the email doesn’t include the company’s address and phone, it’s a good bet it’s a scam. And it’s a good bet it’s a scam if the interviewer makes an excuse for using a personal email address by saying the company’s servers are down, or the company is experiencing too many problems with spam, or the company hasn’t yet set up its email system.

Some scam emails will look like they come from real companies. One reader reported:

“The scammer’s email address was jobs@senergy-world.com. The real company email is jobs@senergyworld.com”

Look at the email address carefully, then copy/paste it into the search box. You can also type in the word ‘scam’ after the email address to see if someone else has reported the company.

 

Search Results Don’t Add Up​

Before agreeing to an interview, do your research. If it’s a real company, you should be able to find information about the company by doing an online search. Finding information does not guarantee the company is legit, but if you can’t find anything, you can bet it’s a scam. One reader got a scam job offer from Fijax.com:

“Firstly their email is very unprofessional; there is no signature at the end. When I checked for the company on Google, I found nothing, not even a website!”

Some scammers pretend to represent real companies. One of our readers reported that she received a job offer from ‘Proctor and Gambel’, but the real company is named ‘Procter & Gamble.’ Another reader says he was offered a job by someone who claimed to represent Gloprofessionals, but when he did his research, he found out it was a scam:

“ALWAYS contact the REAL company or business and ask if this employee exists, that is how I found out this employee was a fraud.”

Sophisticated scammers sometimes set up nice-looking websites—but looks can be deceiving. Try this: go to the Domain White Pages and type the company’s web address into the “domain or IP address” box and click the “go” button. The results will tell you the date when the website was created. If the website is less than a year old, be on your guard.

When searching for information about the company, search for both the company’s name and the email address. Also, copy/paste paragraphs from the email into the search box. Scammers may change the company name but re-use the other parts of the email, and it’s possible you’ll find an identical email posted online.

 

You’re Asked to Provide Confidential Information​

Some scammers ask for your bank account information to set up direct deposit or transfer money to your account, or ask you to open a new bank account and provide the information to them:

Other scammers will tell you to go to a website and fill out a credit report form or provide confidential information so they can “put you on the company insurance.” Identity theft scams try to get you to provide your Social Security number and birth date and other personal information.

Before entering personal information online, check to make sure the website is secure by looking at the web address bar. The address should be https:// not http://

Sending Money or Using a Personal Bank Account

Some readers say they’ve received checks that look like real cashier’s checks. They are instructed to deposit the check, keep some of the money for themselves, and send the rest of the money to someone else via Western Union or Money Gram. Then, a few days or weeks later, they get a call from the bank saying the check is fake. They have lost the money they sent. Here’s an example from a reader:

“Once you receive the check, First of all, I want you to head right away to your bank and get the check cashed. Deduct your first-week pay which is $500, and Deduct extra $100 for the Money Gram sending fee and proceed to the nearest Money Gram outlet around you to make payment to my wife travel agent.”

Some scammers ask to use your personal bank account to transfer money from one account to another account. It is called money laundering, and it’s against the law. Other scams ask you to receive and forward packages from your home. These packages might contain stolen goods or illegal substances.

They Want You to Pay for Something​

Legitimate companies don’t ask for money. If you’re told you need to purchase software or pay for services, beware. Here are three examples:

  • Buy this software: “They were offering $15 hr for training and $24.75 to start. I was so excited to work from home and actually be paid a decent wage. The interview went well, and I was told I have the job. YAY! Then I was told that they were going to send me a brand new HP laptop for work, but I needed to pay for the software for it. I thought not a problem; I’ve had to upgrade in the past for jobs. Well here is the RED FLAG! We need you to send $312 Western Union for software costs…”
  • Pay for a credit report: “The job will require you to work in a high financial environment, so it is our corporate policy that we perform financial verification check on all employees to ensure applicant registration info. Its corporate policy that we have applicants sent through our link, so we are compliant with the U.S employment standards act… Fill out the form and indicate that you want the free report.” Here’s what a reader had to say about this scam: “…These companies are using the internet to first get a job seeking people to use their site and then be told they need a credit check to apply for a job thru their site, then that company charges an unauthorized fee on your credit card which you used to pay a $1.00 and one time fee for the credit check. Preying on those who can least afford it! Shame on you!”
  • Pay to have your resume reviewed: “You have a lot of strong, relevant experience and are an excellent candidate although it would be best to improve your resume before doing anything with it. I can refer you to a resume writing expert that can improve your resume to the standard we are looking for, and I believe he charges around $150 or so…”

Your “Gut” Says It’s a Scam​

Researching the company is your best defense, but some scammers are very clever. If you start to feel that things aren’t right, trust your intuition. Ask questions and pay close attention to the answers.

Slow the process down and don’t be pressured into making a commitment or giving out personal information. Do more research. If it turns out to be a scam, report it to the authorities.

The Role of SEO in Digital Marketing Pt. 2

SEO 2020

SEO

At Insiteful Solutions, we work with clients in Markham and across the GTA to improve their websites and their SEO rankings. Now it is more important than ever to focus on your business’s SEO and how to activate it for success. Our last blog delved into the world of SEO and provided lots of tips that you could employ. This blog will cover some of the remaining points to keep in mind when you are developing your website and the all-important SEO.

Your SEO will Help Your Ecommerce Efforts

Even before the current COVID-19 pandemic global e-commerce was exploding. It is estimated that by 2021 online purchases will reach $4.5 trillion and will account for 17.5% of all retail sales. If you are a business, whether you sell online or not, you need to invest the time and effort into improving your SEO as it is estimated that 81% of people research purchases online before they make a final decision of what to purchase. Incredibly it’s also been reported that 75% of mobile searches end up with people visiting the store they researched within 24 hours and subsequently 30% of these visits result in an in-store purchase.

Growth in Mobile Traffic and Local SEO

At Insiteful Solutions, we have been working with clients for over 15 years addressing all aspects of their online digital marketing campaigns. One of the most important aspects of SEO is the growth of mobile traffic because so many people are using their phones to search things on Google or other search engines, the local search is an integral part to the success of a small or medium-sized business. Local SEO focuses digital results for a specific geographic area, this helps people close to your place of business find you faster. Your brand can work on messaging to target customers based on what town, city or province you happen to be located. At Insiteful Solutions, we will optimize your website content to link it to local citations and other relevant links to the location and sector your business operates in. We will also draw focus to your reviews on Yelp and Google and any other user review sites related to your industry.

Focus on Metadata

At Insiteful Solutions, we also work on your metadata. When you design your company’s website each page contains a space between the <head> tags to insert information about the contents of your page – that’s the metadata. You can review and update your metadata, this is often overlooked by businesses who still with their original site for far too long. Along with your content, your metadata should be refreshed at regular intervals.

Metadata is also connected to the ever-important keyword phrases that you develop to match your brand. The title metadata, for example, is responsible for the titles you see displayed at the top of a browser window and provides the headline within search engine results. At Insiteful Solutions, we will also help you develop your description metadata and keyword metadata. Your description metadata is the text that a search engine may use in your page search – it should be a brief informative description of what your website contains. Keyword metadata can be a few phrases made up of one to four words that describe what your business sells.

Keyword Use for ‘Click Here’ Links

Many businesses make the mistake of wasting links embedded within the text of your website. Including banal ‘click here’ links is a wasted opportunity as they have no search engine value; it is more helpful to use keywords related to your business will improve your search engine rankings as well as the ranking of the page you are linking to.

Alt Tags for Visuals and Videos

It is also important to use alt tags on your website when describing visual elements and embedded videos. For people that use text-only browsers or screen readers, this is very helpful and allows them to understand what is on your website. It also allows search engines to locate your page.

Indexing 101

Remember to check your indexing. Search engine indexing is the way in which a search engine collects, sorts and stores data for later use. This data is what informs the results for search engine queries. It is important to check your indexing to make sure Google (or other search engines) is capturing your data correctly. There are two ways you can check your indexing. The first way is to go to Google and type “site.yourdomain.com”, using this way will let you know quickly how many pages Google thinks your site has. The second way is to go to your search console and choose “index status”. Ideally, if you use both ways the numbers should match. By checking how your site is indexing you will be able to take advantage of Google analytics.

Investing in Your SEO

One of the main questions we receive from both old and new clients is how much should they invest in SEO and a quick second question is how long will it take to see results from their investment. At Insiteful Solutions we advise clients to think of SEO work as a long-term project whose investment will pay off in a few months; this wait time between and investment and results can often be off-putting to the people in charge of the SEO budget. But skimping on your SEO will be detrimental to your business in the long run. By working with SEO experts like Insiteful Solutions you will be able to work efficiently and economically to achieve your SEO goals.

At Insiteful Solutions, we work with clients to create brand new websites or improve ones they may already have. Having been in business for over 15 years you can be confident that as the GTA’s leading SEO experts we can lead you through the process of improving your internet search rankings which will result in more clients and customers buying your service or product. Contact us today to get started on your improved SEO results.

Insiteful Solutions SEO