Digital
Marketing

When digital marketing is done well, your prospects find you, instead of you having to find them.

And when that happens, it makes your sales efforts so much easier.

Imagine being able to spend more time with friends, family, and doing hobbies, instead of going to social events and meetings. (Not that there’s anything wrong with attending social events and meetings. We like those too!)

Here are some of the most basic elements of digital marketing:

Backlinks

Illustration of backlinks going to a website

Google’s algorithms were always based on how many backlinks a website has. The theory being, the more websites that link back to a website, the better information it has. And that’s a significant algorithm that helps determine how well your website ranks.

Backlinks have been one of Google’s first algorithms, and continue to be relevant for every website. Our process will get you 50 – 75 backlinks to your site from credible, national websites.

Local Citations

Local Citations is about building the ecosystem for how “well-connected” your website is. Instead of talking about what it covers, see an example of a Local Citations report here, which includes what backlinks were created that link to our website.

Google Ads management

Google Ads helps your website show up on search results pages immediately.

Read about organic SEO, which is the option to Google Ads, here.

We design and manage your Search and Display ads. This includes monthly video meetings to show you what we’re doing, how well things are working, and what we’d recommend to continue to improve these efforts.

Our Google Ads management covers:
  • Ongoing keyword research and updating on-page content with new keywords
  • Updating top keywords (after focusing on the keywords from our initial research)
  • Monitoring and managing organic search results vs. paid ads, and
  • Managing Google Maps ads
We conduct monthly Zoom session with your team to show you how your digital marketing is working.

People in a Zoom meeting

Google Ads costs

Ad costs are what’s payable to Google directly, and can vary greatly depending on things like:

  • Your specific business
  • The competitiveness within your industry
  • The number of services you want to promote
  • The mile radius you want to reach extending from your office, and/or
  • If you distribute locally, regionally or nationally.
Googles Quality Score helps keep your ad costs low

Google’s Quality Score is a complex structure, but it helps to understand what it’s all about.

There have been many videos explaining how Google’s Quality Score helps keep your ad costs down, and your ranking up. But the one we like the most, was done back in 2020 by Google Chief Economist, Hal Varian. (As of 2024, at 80 years old, Hal was still their Chief Economist! And he’s form Wooster, Ohio!)) He’s a total nerd, but in an endearing way. Watch and learn.

(Is it a coincidence the early Apple ads, comparing Apple to Windows, had an actor who looks a lot like Hal?)

SEO management for your website

Step 1: Analyze both your – and your competitor’s – SEO, and what keywords are being used.

Competitor analysis is of vital importance to your SEO efforts. We help you understand how you rank compared to your competition, and share important analytics that can help increase your search engine rankings over your competitors.

Through monthly video calls, we provide analysis and data-rich charts showing how you’re ranking for your top keywords. Along the way, we’re also making ongoing recommendations for how to improve your rankings.

Below is an example of what a Competition Map looks like – not for your industry – just as an example. We’d have one created just for you, within your industry, so you can see exactly how your current website stacks up against your competitors. That way, we know where we’re starting from, and how far we have to go.

Competitive Positiioning map
Step 2: Apply what we’ve found to your website’s overall SEO.

With Google’s never-ending algorithm updates, SEO is always an on-going effort. We will continue to modify your homepage and other key pages, for at least 6 months to reflect the current best SEO practices. This is critical, since your homepage is what (most often) shows up on Google’s organic search for your keywords.

This also includes technical analysis and improvements to your website, fixing backend issues throughout, which include Page Titles, Meta Descriptions, on-page content, broken links, toxic link analysis, along with many other issues related to SEO. (You’d be surprised how many things can be affect a website’s SEO over the course of a it’s lifespan.)

We review how well your keywords are working for you, making sure they’re playing well with Google’s algorithms, and tweaking them over time for maximum impact.

Your digital marketing is an entire ecosystem unto itself. There’s so much to it, and of course, we’d welcome the chance to show you more of what’s involved in your industry.

On-page SEO

While technically not digital marketing, on-page SEO is part of the ecosystem, and all about optimizing the content on your website. When done correctly, this helps your website show up organically in Google and Bing’s search results. A well-done website also keeps the costs of your Google Ads lower.

Since an overwhelming majority of people click on the organic search results, opposed to the “Sponsored” Google ads, this is critical.

See our print advertising section here.