The Importance of a Local SEO Strategy

ALEXIS SHORT | December 19, 2018

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When was the last time you opened up your Google app on your smartphone and searched for a business around your location? Chances are, you’ve done it multiple times in the past week. Whether you searched for the phone number of your local florist, looked up the address to the car wash down the street, or checked the business hours of a diner near you, you made a local search.

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Sentrix Health Communications

As a strategic partner of Sudler & Hennessey, the world’s first and largest healthcare communication company, Sentrix has kept access to big agency resources—but we pride ourselves on our more intimate approach to client contact and innovative marketing.

OTHER ARTICLES

How to Create Visual Content That’s Worth a Thousand Shares

Article | March 18, 2020

Visuals are essential to creating content that will help your business stand out and draw in an audience. Not only does imagery help make text-centric content more readable, digestible, and memorable, but it can be used to craft compelling messages that speak volumes without using a single word – just ask anyone who has posted a photo on Instagram, tweeted a meme to express their feelings, or created an Instagram video to share a memorable moment with friends.

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5 Best Practices to Turn Your Virtual Event into a Roaring Success

Article | May 7, 2020

As the world moves closer to smartphones and digital tools, more so due to the coronavirus pandemic in recent times, enterprises are finding innovative ways to go around the geographical distance between them and their target audience. Conferences are the best place to make connections. Even still organizers are moving physical conferences to virtual events for myriad reasons primarily the global lockdown which has made events going online by default than by choice. And the trend is only getting stronger. Virtual events will grow from $14 billion in 2018 to $18 billion in 2023, reported Market Research Media. Besides being cost-effective, virtual events are the perfect way to combine brand experiences with attendee engagement to monetize events and make your presence known globally. While virtual events can never beat the added value provided by physical events and conferences, it isn’t all that bad. A virtual event enables organizers to track and measure every move of the attendees during the event, as a result of which you have some highly qualified leads. Here are some powerful practices you should follow to make your virtual event a dashing success. Table of Contents: - Make Your Titles/Descriptions Crisp - Get the Right MC for Your Event - Keep Sessions Short - Personalize the Virtual Experience - Incentivize Make Your Titles/Descriptions Crisp At a physical event, attendees navigate through sessions while relying on word-of-mouth to decide which session is worth attending for them and why. Virtual events don’t provide this liberty. The information on various sessions is often sent to the attendees through emails, social media posts, etc. Since no guidance is available to help attendees understand and navigate through sessions of their interest, it is important tomake your event and session titles and descriptions more informative and compelling. Get the Right Moderator for Your Event Just as at a physical event, a moderator contextualizes the information presented throughout the event, keeping up the energy levels, and providing important information regarding attendee queries, a moderator is important for a virtual event. Virtual events tend to produce a certain feeling of isolation for attendees. This can be alleviated by a voice that creates a consistent flow between the sessions while adding a much-needed familiarity and maintaining the energy levels. A moderator, like at a physical event, should open a virtual event, moderate questions from the attendees, and hold talks with them in-between sessions. READ MORE:How to host a successful virtual event to help your business survive digitally Keep Sessions Short Usually, keynote presentation sessions last for less than an hour. At in-person events, attendees are surrounded by excitement and peers, watching a presentation that integrates music and inspiring speeches. Attending an event on screen at home is comparatively less exciting and attendees are sure to click away from a session that is too long. Thus, keeping sessions short at an optimal length of 30 minutes during a virtual event will allow the attendees the time to browse around, answer an email, or go to the virtual exhibit hall. Attendees can be directly navigated to a sponsor’s booth after the completion of a session. Personalize the Virtual Experience Virtual events can be either live-streamed or pre-recorded, depending on the goals you have set or the scale of the event. Adobe, for their recent summit, decided to go pre-recorded. Personalized video recommendations were part of Adobe’s event experience. Though your virtual event experience depends upon the platform you choose to set up, Adobe was able to create the ability to create high-end experiences thanks to their in-house development teams and custom platform. YouTube, for instance, used Adobe’s Sensei AI engine to incorporatecustom behavior-based content recommendations. Personalizing content delivery in a virtual format speaks to a much broader trend in events in general. Many are used to receiving personalized suggestions when consuming both content and products on the internet. Though pre-recorded sessions may lack in real-time engagement, they make up for it in providing high-production value, as organizers are at liberty to edit or enhance the quality of the sessions. It also eliminates planning for live-streaming around different time zones and connectivity issues during the event. Pre-recorded events also minimize the probability of attendees getting bored as they are free to tune out of the live stream, watch again anytime, and interact with the content that would bring them the most value, resulting in each attendee tailoring their personal experience. If you do decide to go pre-recorded, don’t forget to establish a forum or live chat where attendees can ask questions, hold topic discussions, and network. Incentivize Though they are not as much fun during a virtual event as they are during in-person events, incentives are proven way to boost engagement during an event. Virtual prizes such as books, iPads, swag, etc., can be awarded to the winners or trophy can be mailed to the winning attendees. Google SheetsCon, as part of their event, hosted a contest to win one of 25 company swag bags to winners who were supposed to share something about the event on social media using the dedicated event hashtag, or visit at least 5 of the sponsor booth pages during the event. Activities such as this increase attendee as well as brand awareness. READ MORE:Best practices to create an ideal webinar

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FORGET LOWERING COST, GO FOR CUSTOMER MARKETING IN A NEW ERA OF B2B

Article | August 13, 2020

Marketing is a complex mechanism aimed at developing a business. It can solve a variety of problems. However, one thing remains unchanged–quality Marketing takes into account the needs of customers and solves their problems. With increasing competition and market oversaturation, B2B Customer Marketing is as important as ever, perhaps more. And no wonder, because attracting new customers is five times more expensive than retaining them. In this post, we’ll talk more about why and how modern B2B companies grow their clients.

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The business SEO battle: ranking by numbers, or intelligence?

Article | April 15, 2021

Search engine optimisation (SEO) has come a long way, with continued developments, advancements and algorithm tweaks giving business owners, brand agencies and marketing gurus more than just a digital headache. But traditionally, SEO has been a numbers game, with ranking positions the all-important deciding factor. However, with the purpose of the activity to reflect and cater to user behaviours, can SEO really be simplified to numerical values? In this piece, Nate Burke, CEO of Diginius, a proprietary software solutions provider for digital marketing and ecommerce, takes a look at how far SEO has come and how more recent advancements in intelligence are helping it towards its ultimate goal. For any business operating online, SEO is an essential element of the digital marketing mix. Forming the foundation of website designs and content output, SEO helps businesses build an online presence by increasing the chances of web pages and products appearing in visible positions on search engine results pages. Over the years, the activity has advanced significantly. Of course, it has come a long way since the early days of cramming as many keywords as possible into text, or using spam websites to backlink to yours in an attempt to gain authority. And while many of these activities are now frowned upon, and can in fact, negatively impact SEO rather than help it, the motivations are the same. For instance, using keywords in website copy or product descriptions is still key in ensuring they rank for the right search terms. Similarly, backlinks remain the golden ticket for website authority, albeit from genuine and trustworthy sources. The difference is that today, SEO is much more intuitive. Best practice is all about optimising content for logical human behaviour and user experience. For example, keywords that are integrated into copy in a much more natural way are likely to gain more SEO points than a page which uses the old cramming approach. The reason for this shift is all down to advancements in intelligence, which are enabling search engines to assess and score content in more sophisticated ways than previously possible. Ultimately, today’s ranking assessments understand pages and content in ways that are similar to human usage and interactions. For example, Google’s roll out of featured snippets has shown significant insight into how the search engine is being used, and in turn, how businesses must adapt their content in order to reach the top-ranking positions. Emphasis on Q&A style results in position zero of results pages is clear evidence for users turning to the platform for question queries, for which they want quick and straightforward answers. And with these featured snippet boxes taking up significant space on the top of the results page, pushing other organic results further down, it is essential for businesses to include such content into their optimisation strategies. Additionally, there is a strong case for the use of PPC ads in order to ensure higher visibility on pages that are becoming much harder to rank on organically. This is also true for product searches, as the search engine prioritises shopping results when a user’s query is interpreted as an intent to purchase. Therefore, shopping ads are a great way to ensure your products are visible among competitors in the most prominent position on the page. Evidently, intelligence in SEO is enabling it to reflect user behaviours and intentions more accurately. And while this is a positive change from a consumer perspective, as results are only becoming more relevant, convenient and useful, for businesses, the playing field is more complex than ever. So, with ranking criteria constantly being adapted and advanced by search engines, there are ways for businesses to leverage their own intelligence in order to improve SEO activity. For instance, the backbone of any effective SEO strategy is data and insight. For many, collecting this information requires a trial and error approach, whereby businesses implement tactics and learn from what is and isn’t working. But as search engines become more complex and intelligent, it can be difficult to get things right, or to really be able to assess activity without waiting months in some cases. Therefore, businesses should use their own data and insights to inform any decisions or activity. This can be a key way to ensure you focus on the right channels, customers and keywords. For instance, using lead intelligence gathered and analysed by a sophisticated management system that takes into consideration all sales channels, including owned and third-party marketplaces, can provide valuable information on which channels your customers are using most frequently and what products or services are most popular. This information can then go on to inform the channels you should focus your SEO efforts on, and which products or services will provide the best ROI. In SEO, the numbers will always be important, as ranking positions will always determine the success of any efforts. However, intelligence should be given just as much attention, as it is only with the latter that efforts can be streamlined for more effective results.

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Spotlight

Sentrix Health Communications

As a strategic partner of Sudler & Hennessey, the world’s first and largest healthcare communication company, Sentrix has kept access to big agency resources—but we pride ourselves on our more intimate approach to client contact and innovative marketing.

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