All you have to is ask yourself the question – “when I’m online what do I do most?” the answer is more than likely: watch video content. Sure some people read articles but even articles most likely have a video accompaniment these days (like this one :D)
Did you know that more video content is uploaded to the internet in a single month than network television has produced in three decades? Pretty crazy eh?
You need to put out content to stay visible – just to keep up with everyone else really. Don’t despair though, it’s quite easy. Chances are good all you need to do is turn a camera on. Let me give you an example.
If you’re a popular antique shop you probably have a store full of odd knicknacks and items. Maybe even hundreds – that’s hundreds of videos waiting to be made. A unique video for each item that could be shared each and every day. I’m just using this as a basic example of course but it applies to any business. If you are a maid who cleans houses, every day you have a before / after video to make – provided you have the owners permission and so on.
Internet marketing is constantly changing but video content will always be valuable. Search engine optimization (SEO) is complex and algorithms are always changing. One thing is always true though: Video content is and will continue to be a big driver of traffic. So how can you use video to strengthen your content marketing strategy and SEO? It’s simple really – produce it and share it. That’s really all you need to do.
A great place to start is with existing content you already have. To give you an example our website https://apexdigitalmedia.com has long had articles about social media management. This year though we created a video and embedded it at the top of that page. Not only does this help the user experience giving people in a hurry a way to quickly consume the content – it also helped greatly with the overall organic ranking of the page. Google tends to elevate content that is helpful to users and video is definitely helpful.
Yeah Google has the search game locked down – they invented the first largest search engine and bought the second. With this in mind you need to feed into these searches. If you don’t have video content guess what… you are INVISIBLE in YouTube searches. Creating strong video content not only makes for a better user experience, it also makes you visible in the world’s 2nd largest search engine.
As you can see, digital video content is the most important asset you have at your disposal right now. If you don’t already have a strong video presence, what are you waiting for? Get to work!
According to a recent report by eMarketer, the majority of internet users prefer online search to find local products. Roughly a third of them also believe these results to be “trustworthy and accurate.”
“eight out of 10 respondents said a search engine was their top choice among a collection of digital and non-digital sources to look up information for local businesses last year.”
While printed white and yellow page publications hit an all time low, 80% of users surveyed said they used a search engine in the week prior to the survey. The data showed that online search lead other sources when it comes to consumer trust and accuracy. In other words, Google is doing a great job at producing high-quality search results for it’s users.
Another huge takeaway from this survey is the importance of a branded website. People trust Google because Google has created an environment that gives it’s users good reason to trust them. A user’s 2nd choice though was a company website – which speaks volumes about the importance of your own online brand and making sure that it’s easy for customers to find.
Enterprise SEO strategy is incredibly important if you have a large website. Each page is something that creates value for your business long term. If you have hundreds of thousands of pages there is an incredible long term value in making those pages as visible as possible.
A 3rd party firm or a newly hired group of SEO techs are going to need a roadmap based on your goals. While you aren’t expected to write this without professional help, you should at least distill your goals to something achievable. You know your company better than anyone and you need to translate real world goals into crystal clear line items. This way the people you employ to execute your strategy have a picture of what they need to accomplish.
When it comes to Enterprise SEO strategy you can get into a lot of detail, so much so that the big picture can get lost. For this reason we like to organize and simplify our process. Through this method we are able to create SEO campaigns that can be scaled to any size organization. We begin by breaking things into 2 separate phases:
While we like to break these up for simplicity, a few of the foundational elements can cross over to the continual. It only makes sense that as you continue to develop new content you would want it to be technically sound and aligned with best practices.
Just remember that before you go full speed into an enterprise SEO campaign you arm yourself with a coherent strategy based on your business needs.
Contact Apex Digital Media to discuss hiring us for our Enterprise SEO expertise.
As a business that’s located in Beverly Hills, CA we get a lot of inquiries from medical professionals about medical web design. So what separates it from standard web design? To start medical professionals need to project a professional image that showcases their practice and area’s of expertise. There are a few other major things you need to consider when building a medical website. Let’s walk through a few of them shall we?
If you’re a doctor with multiple specialties it’s good to narrow your focus to one core specialty. This goes to a basic marketing principal “KISS” or “Keep it Simple, Stupid.” This is a big help to your overall site structure and navigation. It’s also a great booster for SEO (Search Engine Optimization). The more focused your content and structure are, the better you will do in standard search results.
As an example, one of our clients Dr. Robert B Shpiner has multiple specialties. He cites pulmonary diseases, sleep apnea, second opinions and internal medicine as a few of his specialties. Rather than try to cram all these keywords into the title and other important parts of the site we narrowed the focus to “sleep disorders” and got him the domain “Valley Sleep Doctor.” This domain contains the keyword for “sleep” and “doctor” in the domain name which will also help greatly with SEO.
A lot of medical professionals may not see themselves as a “brand” but your brand is who you are. So it’s important to create a brand for yourself if you don’t already have one. There are several steps to branding a medical practice here are three important ones to consider:
u have video content that speaks to your expertise you are much more likely to be visible to potential patients than with out it. Not only do Google, Bing & Yahoo rank video content higher in search, it’s also a convenient way to get your message through to a prospect. Most people won’t take the time to read a long blog article, but will watch a 2 minute video.
By the latest measurements, roughly 65% of your audience is on some kind of tablet or mobile phone. Desktop computers are now a “secondary touchpoint” for most internet users. Knowing that more than half of your audience is on a mobile device it only makes sense. Your mobile site should be your first priority.
The last, but most important tip is to create a video introduction to familiarize people with you and your practice. Digital video is the new normal and having a visible example of who you are and what you do will make people more comfortable about picking up the phone and making an appointment. The video we created for Dr. Shpiner has been an incredible tool for introducing the Dr. and familiarizing him with potential patients.
Most medical professionals don’t have the time or know how to do all this on their own. If you’re interested in discussing our rates and packages for medical web design, give us a call or send us an email: – We’d love to talk with you.
We talk a lot about different types of SEO on the blog. More recently, local SEO has become the most important factor for small businesses. The reason for this is simple, Google is the new yellow pages. Local search is how people find your business. So it would only make sense that local SEO be an important item on a marketer’s check list.
Since Apex Digital Media is an SEO firm it would be easy for us to talk about one of our many client projects. However, we thought it would be best to focus on our own website and optimization. After all, if we’re really good at what we do – we should rank well for keywords we are targeting. So let’s take a look at the elements of effective local SEO at our location in – local SEO Beverly Hills Edition!
To start let’s look at a breakdown of local SEO ranking factors from the good people at Moz.
As you can see the biggest factors are “on page signals” – so keyword and technical optimization on your site itself. Also – “Link Signals” which is basically back links to your site from other sources.
If I type in a search for “local seo beverly hills” my Google currently pulls up the following results:
No visible sign of us there right now. Let’s look at why that is and what the competition is doing to be so visible.
A quick glance at the Apex website’s title tags will show that we’re titled for Los Angels, not Beverly Hills.
Changing our title tags to “Apex Digital Media | Beverly Hills, CA” would help us ascend higher in the rankings for the local search term of beverly hills. However, we are currently targeting Los Angeles as a whole, since it’s a larger market.
A quick scroll down the page produces a result that is curious… basically another firm who is copying our name. “Apex Web Firm.” This site is likely ranking because they have the keyword “local seo beverly hills” in their domain. Something we will have once this blog post is live.
One thing this firm is doing right is including the keyword in the domain. They are a bit further down the page (and are obviously riding our coattails) but I’m impressed with their knowledge and ability to rank so quickly.
One company “Local Positions” is ranking in the 3rd or 4th slot for “local seo beverly hills” and they aren’t even located in beverly hills. A quick search or two turns up quite a bit of interesting information about this company.
First, they are located at: 30401 Agoura Road, Suite 201 Agoura Hills, California, 91301 – which is about 30 miles from Beverly Hills. They have /local-seo-beverly-hills-ca in their domain and obviously know how to create backlinks that give them lift.
Second, a deeper dig will reveal that “Local Positions” is actually – National Positions, a notoriously shady company who was called out for low brow tactics by Rand Fishkin a few years back. One valuable lesson we can learn from them is the importance of the keywords in the domain name. This is obviously a very important signal for local SEO because it’s helping to elevate them despite their lack of any visible location in Beverly Hills.
One thing is certain, all of these factors are an important part of any business’ digital marketing strategy. If you aren’t visible in local search people can’t find you. The less people that can find you the less customers you have… If you don’t have the time or expertise to perform local SEO on your own, consider hiring an agency like Apex Digital Media to do the heavy lifting for you.
Here’s something that isn’t being talked about on Fox, CNN or MSNBC. Digital advertising, big data and retargeting have been key factors in winning the last several elections, including the most recent one.
Like it or not, traditional media is going the way of the dinosaur. Modern technology allows people to connect and consume information anywhere on handheld devices. It is now standard practice for the average person to browse the web, post on social media and watch TV shows & movies, all on their mobile devices. This gives marketers and political consultants a huge amount of personalization and targeting power. Make no mistake, this is a power can be used to make kings by those who wield it… Is this starting to sound like the opening to an episode of “Game of Thrones?”
President Obama had a top notch digital team and strategy. He was able to comfortably win in both 2008 and 2012 with the help of top notch digital talent. The Obama campaign employed a lot of young, intelligent and talented people. These people understood the digital landscape and how to leverage technology to micro-target voters across the country. By using modern digital advertising tools and data sets, they were able to target very specific political messaging to individual voters in different voting districts.
The campaign also utilized a numerical scoring system for ranking voters. This system was created to gauge how likely a person was to vote and what types of issues would influence their decision. Armed with this information Obama’s digital marketing team could show these voters highly targeted ads that spoke to their politics. You can read the full story here.
This new digital ecosystem allowed Obama’s team to rely heavily on forms of micro-targeting enabled by the digital advertising ecosystem. This network of DSP’s, exchanges and data providers has been used by digital brand marketers since the early 2000’s but was foreign to politics. Political consultants can now match up voter registration info with online data points. Some examples being – what a person reads, buys, where they get their news online, etc. Paring this data with voter registration roles allows political campaigns to show invidvidual voters ads with specific messages that have been directly tailored to appeal to their views.
Jim Walsh of DSPolitical said the company has so far aggregated more than 600 million cookies — or tags on Internet user IP addresses that track movements online — and has worked to match them against lists of some 250 million voters in the United States.This all is aimed at helping them determine how someone might vote and then reaching them wherever they go online.
This report from Bloomberg in July 2016 outlines the details of Donald Trump’s campaign spending more than $8 million dollars on digital marketing around this time. Clinton’s team by comparison spent only a fraction of that amount, somewhere around $132,000.
Trump’s digital director Brad Parscale runs a small firm in Texas, Giles – Parscale. Parscale was initially employed by Trump for website design. As a result of that relationship Parscale was tapped to manage the campaign’s digital marketing efforts. He says the majority of the money given to the firm by the Trump campaign was used to pay for advertising costs.
Around Sept. as the election was entering it’s final 60 days, Trump was spending $40 million plus on digital advertising efforts. Sources close to the campaign say they spent heavily on Facebook & Twitter. In another surprisingly deft move the Trump campaign also utilized Internet radio through the “I Heart Radio” app. It’s not clear how much of their strategy involved the type of micro-targeting Obama’s team used but they clearly invested heavily in digital marketing efforts – and it paid off.
In researching the Clinton team’s digital approach I found no evidence of a digital targeting strategy to match what Obama’s team had in 2008 and 2012. Most of the headlines read “Clinton Reserves Digital Ad Time” which sounds like a traditional TV ad blitz but through digital channels.
It also looks as if Hillary’s campaign only made a really big push towards digital advertising near the end of the election. Their goal with this push was not to target policy messages to voters but instead to “appeal to millennials.” who we all know use social media… Am I right old people?
While millenials definitely use the internet, so does everyone else in 2016. It was short sighted to focus only on millenials when using digital media and the detailed methods of targeting it offers.
Instead of mirroring Obama’s intense data driven approach, the Clinton team relied heavily on celebrity endorsements and a big media blast that ran on YouTube and other digital platforms. These ads primarily focused on controversial statements made by Donald Trump rather than pushing detailed political messages to different voters with different views depending on the parts of the country they live in.
This season neither candidate had a targeting strategy that rivaled what Obama had. Unfortunately for Clinton, Trump’s digital strategy was strong enough that simply throwing money at YouTube near the end of the campaign did not produce the results needed for her to take the white house.
It’s evident that from here on out anyone with political aspirations is going to need to have a great digital marketing team and strategy if they intend to win!
The term “audience development” is basically a friendly way of saying “advertising.” Essentially you’re taking steps to draw an audience. Your audience is what is going to make you money in most cases so it’s a valuable thing to develop.
There are a lot of different ways to do this, most of them cost money and if they don’t they cost time. If you’re a small business owner, time = money so one way or another you’re going to end up paying here. It’s not necessarily a bad thing though… the trade off is worth it in the end. Once you have a thriving digital presence that’s bringing you real world business you’ll be thanking yourself for the investment.
The first and best way to get real traffic is through optimizing your site for keyword searches. Today it’s basically making sure that your site is 100% technically sound and producing regular content. This is one of the reasons I’m writing this blog right now. Simply put, regularly writing or creating video about what you do is the best way to gain organic search ranking. Google is looking for fresh content relevant to the keywords people are searching by.
In an industry like digital marketing things are continually evolving and changing. So content is really the best way to show the search engine that we are aware of the changes in our industry. It’s a simple idea but one that is lost on a lot of people. Relevance – this is what Google thrives on and to dominate in organic search you need to have relevance. So a video that was made yesterday about best practices for Pay Per Click is going to take precedent over something that was produced 10 years ago… in most cases. There are exceptions here, especially when the content is poor, has holes in it or there is a massive amount of “social proof” for other content. That is users have shown an affinity to a particular piece of information that makes it still more relevant than your newer piece of information. Hopefully that makes sense.
A big ranking factor is making sure your site is aligned with best practices. This was hinted at earlier but to explain in more detail, Google has good reasoning behind a lot of their rules and regulations. The goal is to have a search engine that succeeds at their mission:
PROVIDE THE USER WITH THE BEST AND MOST RELEVANT SEARCH RESULTS QUICKLY AND EFFICIENTLY
Simply stated, that’s the goal of Google and if you play by their rules they will elevate your website naturally.
A great example of this type of practice is the character limit on title tags and meta descriptions. These limitations are not simply arbitrary. They are designed to assure that when a user gets a SERP (Search Engine Results Page) it is clean and easy to navigate with accurate descriptions of each link displayed. As more and more people search, Google’s algorithms begin to note the links that get the most clicks and elevate those organically based on this and many other factors.
This is a simple process that we hammer on quite a bit if you read our blogs but it’s an important one. The first thing you should do is ask yourself: “If I was looking for my website what would I type in?” – the answer to this question contains the words you will optimize your website and future content around.
This is probably the single most important aspect of how you word and layout your website. It’s also very simple and often neglected so by taking it seriously you instantly put yourself ahead of a lot of your competition. It’s also not something you should generalize with as people can find you in a variety of situations. For example, if you sell auto parts you would want to optimize your homepage around the keyword “auto parts” but a typical user may find you while searching for an oil filter for a 1978 Chevy Nova. For this reason like it or not the bigger and more vast your website is the better chances you have of netting organic search traffic.
When you think about where people go online these days a large portion of the hot spots are social media
networks. Facebook, Twitter, Snapchat, Instagram, Pinterest, etc. All of these can produce traffic for a business due to the discovery engines that drive them. We have written page upon page about social media marketing so I won’t go into a ton of detail here but just mention that it’s extremely important to have a social presence if you are serious about growing your audience.
There are a lot of different advertising methods you can use to get traffic to your site but Google AdWords Pay Per Click is probably the most efficient and best quality source of purchased traffic. The reason being is that search has real intent behind it. You can buy traffic from Facebook to run to your auto parts store but when I go to Facebook I don’t go there looking to buy auto parts. So advertising in an environment like Facebook is going to be less effective for sales but a good avenue for branding. Google AdWords on the other hand allows you to buy into keyword searches that have real intent. If you’re bidding on the keyword “Buy Auto Parts” in Google it’s a safe bet that most of those searches are actually people looking to buy auto parts. Other than maybe Amazon, there aren’t a ton of places you can buy that kind of traffic. Pay Per Click is the best way to get visible instantly if you have a budget to spend.
One of the most important aspects of digital marketing is content for your business. The old cliche “content is king” holds true still today in the internet age. I would even argue that the single most important thing you can be doing to promote your business online is creating content.
The first thing you want to do is become an authority in your industry. If you are good at what you do, chances are you already ARE an authority which makes content creation simple. All you really have to do is talk about what you do, blog about what you do, make videos about what you do. Share your expertise.
Joe Pulizzi is an authority on content marketing. He formed the CMI (Content Marketing Institute) and wrote the book ‘ Epic Content Marketing‘ He suggests that finding a niche within your industry is the biggest factor in becoming an authority. He cites the example of a pet store owner. The “Pet Supplies” marketplace is vast and dominated by well funded players like Petco, PetSmart, etc. So a more lean and nimble organization might begin producing content specifically about “Pet Travel Advice” that will help them to dominate a niche within the “Pet Supplies” industry.
Quality backlinks are a huge part of organic search optimization and the best way to get them is by producing quality content that is shared and quoted.
A long term marketing strategy is one of those things that never really seems like it’s necessary until you have used one. One of the biggest issues with digital content is the speed with which it is consumed and forgotten. With that in mind what’s best is to create a solid “pillar” theme and then develop small branches off from this.
Essentially you want to create one large piece of “authoritative” work that can then be broken down into several other more detailed and in-depth pieces. As you do this each piece feeds into the greater pillar and becomes a pathway for a new user to discover your larger body of work.
The best place to source content for your business is from your own daily interactions and experiences. If there’s a question you get a lot you can answer in a simple blog post do it. Chances are people asking this question in Google will find you and use your business for other needs out of gratitude. This of course isn’t always the place but this is more and more the type of ecosystem you’re going to be playing in so it’s a good perspective to have. I’m not advising you to give away the farm, but you can maybe take a couple fence posts out and let people play on your lawn. That’s how you build trust among people who aren’t already your customers.
When you create content that responds to the needs of your prospective customers they are much more likely find you. A wise person recently told me: “Cold calling & old school sales is dead because everything we want is right at our fingertips” – I don’t think anything sums it up better than that. If you want to get customers you have to make yourself visible to the people searching for what you do. Creating content that is useful is the best way to do that, so get out there and make yourself useful!