What is the value of Digital Marketing and how can it grow my business?

Let’s face it, Digital Marketing, SEO and Lead Generation is complicated.

In fact, there are so many aspects of Digital Marketing, that even the lingo can quickly become overwhelming for our clients.

Here’s a cheat sheet that hopefully provides a little clarity.

What is SEO?

So what does a lead generation campaign typically entail? Here is a work breakout we typically follow for each lead generation project.

On-Site Optimization

This involves letting search engines know exactly what your website is about. The better you do your job, the better you’ll naturally start to rank for services you’re offering.

10% of project

Backlinks

These are links on other sites pointing to your website. Think of it as a referral. This is the most important part of the process and vital for ranking high for your services in searches. Referrals from authoritative and trusted websites are gold!

75% of project

Conversions

The first two items bring potential customers to your website. A Conversion is when a visitor take a desired action within your website. (Call, email, schedule, subscribe, add to cart…) Monitoring visitor behavior = better conversions.

15% of project

Social Media

On-Site and Backlinks help bring leads via organic search results. You also should leverage community sites and social media platforms to generate traffic via top of mind awareness and special offers/discounts.

Bonus

On-Site Optimization

Content

Content is by far the most important on-site metric. The way your content is structured, quality of copy, and the voice it is written are all critical for search engines, user experience, and conversions.

80% importance

Titles

The method in which you outline your content and title tags. User experience is improved when you can easily identify titles of content, and the structure of your website also informs search engines of the relevancy and authority of your content.

60% importance

Loading

The speed at which a site loads on both desktop and mobile is a ranking signal. Also, websites that don’t have responsive designs for mobile users will be penalized in rankings.

60% importance

Other

There’s a lot of other items ranging from moderate to low importance. It’s like making dinner. If you concentrate on the big stuff while remembering the fine details, you’ll have an amazing 5 star dinner. If you flake out and ignore the details, it’s a ruined NY strip.

Varying importance

Backlinks

Anchor Text

The text used for the backlink to your website has a direct correlation for what keywords you rank for. The distribution of keywords used for anchor text must be natural and diverse.

75% importance

Topic of Webpage

The more relevant the website is to your company, the more power the link will have. Links from websites that have nothing to do with your industry, don’t do much for your rankings.

70% importance

Type of Link

There are several types of links. Contextual, comment, footer, and sidebar are the major types. They can be vastly different in the power they provide. A contextual link from an article about your industry is very powerful; whereas a comment link can hurt your website.

45% importance

Conversions

Source

It’s important to know where your traffic is coming from to weigh the effectiveness of ongoing campaigns.

20% importance

Interactions

It’s important to understand the habits of your visitor and to identify areas for improvement.

50% importance

Bounce Rate

While understanding how visitors are interacting is important, there’s nothing like instant feedback when visitors click away immediately.

20% importance

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