Google Working to put Mobile First with New Index

Within the next couple of months, Google is planning to create a new mobile index that will become the primary index for responding to queries. While Google will maintain a separate index it will not be as up-to-date as this new mobile index.

This bit of news was released on October 13th during a Pubcon keynote address given by the Google webmaster trends analyst, Gary Illyes. Illyes did not release a timeline for the creation and release of this new index during his keynote speech; however, in a follow-up that he did with Search Engine Land, he did state that this would happen within the next few months. He did not clarify if it would occur before the end of 2016.

This is not the first that the public has heard of Google releasing a mobile index. In 2015, Google announced that it was putting time and energy into the concept of a mobile index during SMX East. Since that announcement, Google has clearly made the decision that such an index makes sense and has made movement forward in the creation of this product.

Throughout 2015/2016, Google has been prioritizing and streamlining their mobile abilities. In 2015, they tweaked their algorithm so that websites that have been optimized for mobile were receiving a higher priority. This year, they added Accelerated Mobile Pages to their search results so that users were able to select websites that have a quicker loading capacity while they were on their phones.

This new search index should enhance mobile user’s experiences with the Internet, but we aren’t sure how it will affect those who are still doing most of their work on their desktops. While desktop searches have become sparser as more of the population goes mobile, there are still many users who primarily access the Internet this way. We haven’t yet received more information regarding how this mobile index will work for the public, which has left us with plenty of questions.

For instance, seeing as the mobile index will take over as the primary search index for Google, will the public still be able to use it for any desktop queries that they may have? If so, will the mobile index only contain information that has mobile friendly context and will that information be out of date? Additionally, how out of date will the desktop search engine be once this new index is released and how will that affect desktop users?

The largest chance will most likely be that by creating a mobile index Google can begin to change the way that its algorithm is run. Currently, data is extracted from desktop content to help Google determine how pages should be ranked for mobile users. That means that the signals that mobile users are currently seeing, such as links and page speed, are being generated from a desktop algorithm. In short, you may not actually see these items on a smartphone when they are generated from a desktop algorithm.

Victor GonzalezGoogle Working to put Mobile First with New Index
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Four Ways to Make Your Website More Emotionally Engaging

These days, getting a website up and running isn’t rocket science. Virtually every small business on the planet has a website. However, there is one thing most websites lack. It’s user engagement. In particular, emotional user engagement is especially lacking. If you’re not able to make that kind of connection with visitors, you can forget about converting them into paying customers. With that in mind, below are a few different ways you can make your website more emotionally engaging.

Speak Directly to the User

One way to spark meaningful emotional engagement with a customer is to make them feel like they are being directly spoken to. One way to do this is with website content that is fine tuned directly to the needs and preferences of a target audience. However, the content should not come off as a sales pitch. Instead, the content should cover things that research has shown the target demo cares about in ways that are engaging but not pushy. For example, a Miami online marketing agency can produce news articles relevant to the Miami area that tie in with the products being marketed. This will hook in users and helpfully produce conversions.

Another strategy is to take speaking directly to the user more literally. One excellent way to sell products through a website is to have actual human beings on hand that can chat with visitors in real time through an instant messaging application that is launched through the site. Lawyers, for example, commonly use this method to obtain new clients. It, however, can be applied to nearly any industry.

Offer Exclusive Content

If there’s one thing that’s true about the human psyche, it’s that everyone needs to receive individual attention to feel good. You can address this emotional need through the content provided on your website. Most websites have things that can be found nearly anywhere online. Few, however, offer exclusive content that can be found nowhere else. If you want customers to visit your website and keep coming back, offer them something they won’t find somewhere else.

For many companies, this may come in the way of offers exclusive to the website. For other sites, they may offer exclusive downloads, videos and images. One good choice is offering computer games that must be loaded exclusively through the website. These games can tie in with your products or services and act as a powerful marketing opportunity. Overall, visitors must feel like they actually receive value from your site.

An Inviting Website Design Philosophy

In the past, the trends for web design all revolved around creating sleek looking aerodynamic designs. While these websites may have been impressive on a purely aesthetic level, this kind of web design tends to create a muted emotional response at best. Similarly, while many subway stations have sound architectural designs, they tend to leave people feeling cold or uneasy.

If you want emotional engagement, this is not what you should be aiming for. Instead, you should aim for something that puts users at ease. A website can indeed have a warm and cozy feel to it. You can accomplish this by using a warmer color palette and avoiding the more muted grays, whites and blacks many websites are known for. Design the interface in a way that is inviting and intuitive as opposed to intimidating. Overall, the website should invoke a sense of cheerfulness, positivity, warmth or nostalgia. It shouldn’t invoke the aesthetic of soulless streamlined technology.

Use Humor

While the trend has been towards websites that are rather humorless and completely business like in approach, this doesn’t really invoke an emotional response. While business like aesthetics produce a generic sense of professionalism, this is not the same as having an emotional connection. With that in mind, adding some humor and whimsy to your website can go a long way to humanizing your brand and company. The ability to laugh together is always one way to break the ice in a relationship. This indeed extends all the way to a website and its user base.

However, implementing humor on a website tactfully is a balancing act. If you go overboard, it can seem unprofessional. If your sense of humor is too on the nose, it can be cringe inducing. In some cases, you may offend some of your audience. So try to keep it simple. Use jokes that will likely go over well with your intended audience. Also design some whimsy into your website’s design elements. One example is using your corporate mascot in amusing ways throughout your website’s content.

Victor GonzalezFour Ways to Make Your Website More Emotionally Engaging
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Top 3 Principles of a High Converting Website

Conversion is what turns your website into a business. When a viewer converts, you get them to do something you want; subscribe to an email list, click a link, buy a product. All of this seems easy enough to do, but it isn’t as simple as just having a nice looking site and frequent posts. Without the right conversion strategy, your great website and quality content can go unnoticed, leaving you wondering what you’ve done wrong. The following are three of many principles of high-converting websites, intended to steer you in the right direction, along with a how-to that you can begin implementing into your current website today.

SEO Content

The content on your site is what makes it rank in search engines and helps people find you in the first place. If you want to generate traffic that has a higher conversion potential, then you need to optimize your site’s content with SEO. This can be done in blogs, about pages, titles, meta and alt tags and of course, product descriptions. You may think you don’t need to optimize your content because you already have a lot of traffic, but if you calculate your conversion rate and discover that the majority of your viewers aren’t following through, then it’s likely that they are misclicking or your site is not designed in a way that makes it easy to find what they’re looking for.

SEO helps attract viewers who are already looking for what you have, as opposed to you trying to sell directly to random parties.

How You Can Start Today: Read up on SEO basics. This guide by Moz is a great way to familiarize yourself with how search engines work and learn how you to use keywords to maximize your site.

Conversion-minded Layout

The design of your website is everything when it comes to conversion. You need a layout that isn’t just aesthetically appealing and represents your brand’s energy, but also helps guide viwers through a conversion funnel – from homepage to checkout. The most common feature that many sites leave out is the search bar, which is vital because it allows visitors to begin engaging with your site immediately. Instead of having to click through menus, they can type in a keyword and find exactly what they’re looking for. Make sure your search bar is centered or large enough to be immediately noticed instead of wedged into one of your site’s upper corners.

Other design principles to consider are high conversion colors, calls to action and button design.

How You Can Start Today: Go to your site and take note of its design. Is the search bar easy to find? Do you have autocomplete suggestions and filters for your content to facilitate user experience? Is the content optimized for both search engines and viwers? Organize tests where unbiased parties are given an item and follow up by asking how easy it was to find that item, whether or not they’d be interested in buying the item based off the site and what factors played a role in that decision.


Digital marketing is comprised of strategies, tips, tricks and theories, but at the end of the day, it all boils down to one thing: people. People are what make or break your business. Although your site views may be just a figure, each one of those numbers represents an actual human being. The best way to get them to convert is to provide authentic, stimulating content that appeals to their senses. Understanding various areas of psychology, such as marketing, color and even pain and pleasure is one way to imrpove your site’s overall design and increase your conversion rate

How You Can Start Today: Begin looking into the psychology behind marketing, as well as the role of color in advertising and design. Use your own mind as a case study and visit the sites of businesses you endorse; what about their pages make you want to shop there or use their services? Is it the images? The text? What emotions do they appeal to?


You can acquire a high converting website in a matter of weeks and start seeing results as early as a few days with the right tweaks. Your content has to be genuine and SEO-optimized and presented on a site that is both clean and easy to navigate. Behind that great design should be plenty of calls to action, buttons and imagery that appeals to the minds of your viewers on both a visual and subconscious level. This can be done by studying basic marketing and color psychology. With some research and patience, you can grow your business and boost your credibility in no time.

Victor GonzalezTop 3 Principles of a High Converting Website
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Ultimate Online Marketing Guide for Local Businesses: 10 Strategies to Get Your Phone Ringing

It doesn’t matter where you are, what time zone you operate in, or where your customers are located. Accessing the global market ultimately comes down to being proactive and having an all-encompassing online marketing strategy.

While accessing global markets is indeed interesting, the reality is that you have to focus on dominating your local market before you can start enacting a larger plan for growth. With this in mind, here are ten critical online marketing strategies to help you increase your local presence, while simplifying how your local customers find your business online.

1. Having a Mobile-Friendly Website

Would it surprise you to hear that online searches via smartphones and mobile devices have greatly surpassed searches by laptop, desktop or tablet? Well, it’s the reality of today’s consumer; people are more inclined to search for their favorite store, retail outlet and restaurant with the mobile device. In fact, some estimates state that individuals with smartphones use it for searches two to three times a day.

Having a mobile-friendly website is critical to reaching your mobile customers. These are the types of customers who use their smartphones to share what they like most about your products and services through social media. They immediately notify friends and family members of their new-found favorite hot-spot.

A mobile-friendly website is one that adjusts its screen size so that mobile users only need to use their thumbs to navigate the page. This functionality is critical; Google’s April, 2015 algorithm changed has been dubbed “Mobilegeddon”. Its purpose is to rank mobile-friendly websites higher in online searches.

Ultimately, your website’s screen must self-adjust while having right-sized images, fonts and well-placed links. Having a mobile-friendly website will help you reach your local market and may just position you higher in local online searches.

2. Content Focused on Hummingbird Phrases

Google is well-known for its algorithm changes and their lasting impact on a website’s PageRank. One critical change that occurred in August of 2013 was referred to as “Hummingbird”. The change was geared towards helping local businesses reach their local audience by having those businesses produce content that answers three search-based queries.

These queries included information-based queries, navigation-based queries and transaction-based queries. These are outlined in detail below.

• Information-Based Queries: Provide content that educates your customers about the types of products and services you offer. Next, have your content link directly to those landing pages on your website that best describes these products and services.

• Navigation-Based Queries: Your content should also clearly define where you are located. This includes providing your full address, telephone numbers and directions on how customers can reach you. This is as easy as using your company’s name combined with keywords and keyword-phrases that describe your products and services. When customers search online, they’ll enter the town or city they’re in and the type of products they’re searching for. If your navigation-based queries are done properly, then you are more likely to come up in online searches.

• Transaction-Based Queries: Your content should also define the types of brand-name products you sell and information about your website, in addition to information about your own brand. This content should answer how customers can purchase from you, what they can expect in terms of after-sales support and how your company services its local market.

3. Link-Building: Local Chamber of Commerce or Better Business Bureau (BBB)

Put yourself in your customer’s shoes. If you wanted to buy from a local company, but have never dealt with that particular company before, then how would you know if they were legitimate or not? Ultimately, you’d ask for references or you would simply go to your local chamber of commerce website or better business bureau website to see what, if any, reviews there were about the company.

Securing a link with either of these local institutions is invaluable. You may be able to get a link for free. However, don’t stop with your local chamber of commerce; having a link-building network with companies in your local area that offer complimentary services is a great way to build your local online presence. Contact companies in and around your town and offer to link to their website in return for them linking to yours.

4. Adopting a Low-Cost Social Media Strategy

It costs nothing to set up a company Facebook page, open a Twitter account and open a Pinterest account. In fact, social media is a zero-cost marketing solution. However, that doesn’t mean that mistakes can’t be made or that mistakes aren’t costly.

Adopting the wrong social media strategy can set you back weeks and months as you spend an inordinate amount of time trying to build a following on a social media website your customers don’t use. Therefore, make sure you work with a social media platform your customers use.

Facebook is an ideal branding solution when you’re selling to the everyday consumer. However, if your business is focused on business professionals, then LinkedIn is your best bet. Remember, stick to your business and your customers and match your social media strategy to both.

5. Taking Advantage of the Free Economy

Every customer just loves to get something for free, don’t they? Of course they do! Now, that doesn’t mean you have to give away a product or service for free and lose out on valuable profit. However, what it does mean is that you offer your local customers free downloads in the forms of e-books and whitepapers.

Take your content to the next level. Use infographics, graphs, tables, e-books and whitepapers that discuss best practices so that your customers feel like they’re getting more than just a product. These are excellent lead generation platforms because local customers will have to give you their contact details in order to secure the freebies you’re offering. Once you get those contact details, contacting them afterwards will be a much easier process.

6. Offering Live Chat on Your Website

In today’s digital age, it almost seems as if we’ve lost that all-important human touch. After all, winning new customers and business is all about building trust. Fortunately, you can build that trust by offering live chat on your website. This allows customers to interact with you in real-time by asking those questions they desperately need answered.

7. Using Videos

Unfortunately, everything you say in a video can’t be indexed by search engines. Even Google is unable to solve that issue. However, that doesn’t mean your videos can’t be found online. It simply involves you taking the time to write a detailed description of the video on whatever platform you choose.

YouTube offers a description field where you can describe what your video is about. You can include information about where your business is located, in addition to any other information about your products and services. Therefore, then next time you make a video about your company, make sure you write a keyword-focused description of about 400 to 500 words in the description box.

8. Building a Network of Like-minded Local Market Influencers

Most businesses think that having a network of important market players means they have to have some connections with the most widely-recognized CEO within their industry. However, that simply isn’t the case. Your local market has a number of well-known players, ones who have a vast following on social media and ones who are relied upon for their input.

Building your own local network is by no means impossible. It simply involves knowing where these individuals are and working with them to build a relationship. After all, they’re looking to build their reputation as well.

Every time you produce content, it’s these individuals who will help share that content with the potential prospects in your local market. They’ll help build your digital brand in a way that few mediums can match. You’ll get your name out into your local market, while creating that all-important buzz that comes from being a dominant local player.

9. Taking Part in Webcasts and Podcasts

Webcasts and podcasts are excellent resources for reaching out to your local market. These are can’t-miss opportunities where your company can showcase its expertise and reach customers who are desperately looking for insight. Better yet, within every webcast there’s a question and answer session. This is the ultimate soft sell approach, one where your customers will value your input and appreciate the time you take to answer their questions.

10. Starting Your Own Company Blog

Have you ever had something you wanted to say to your customers but didn’t know how? Better yet, did you ever want to showcase your knowledge without being seen as overbearing? If so, then starting your own company blog is the solution for you.

There are currently 4.8 billion webpages in existence. All of them are desperately trying to say something, but only those webpages that are devoted to their local market will end up reaching their local customers. Use those aforementioned keywords and keyword-phrases within your blog’s content. Combine text with vivid images, colorful infographics, eye-catching pictures and engaging video. The more time customers spend on your website, the more likely they are to call.

Finally, make sure your call-to-action (CTA) is clear, definitive and easy to understand. If you need help, then there is probably a well-recognized Miami online marketing agency that can provide guidance. Just make sure you’re able to sit down with the agency and discuss a plan suited to your needs. You need to clearly define what your business does, who you sell to and what you want to achieve in your local market. Each of these aforementioned strategies will help, but using an outside firm is often best.

Victor GonzalezUltimate Online Marketing Guide for Local Businesses: 10 Strategies to Get Your Phone Ringing
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4 Surprising Ways to Increase Your Social Media Engagement

Why do companies see social media as such an important part of building their brand? Well, when you consider just how often Google changes its algorithm, and how those changes can instantaneously drive down a website’s page views, then it’s fairly easy to see why generating traffic through social media is so important. In fact, when you have the right social media strategy, you are in essence protecting yourself against any future algorithm changes. So, what are some of the ways you can increase your social media engagement?

1. Engage Your Audience in Real-Time

Your customers must come to know that you’re always present, always around and always willing to lend a helping hand. That comes from directly engaging and interacting with your audience in real-time. A timely and well-placed Tweet that coincides with important news showcases your ability to be on the ball and fully aware of what’s going on in your market. Make sure you directly engage your audience in whatever social media platform you choose to work with.

2. Create Groups and Join Forums

Being present on social involves being an active participant and taking part in online discussions. Define the types of social media websites your customers rely upon and start your own group or forum. If your customers are on Facebook, then open a Facebook page and be consistent in how and what you post online. Directly engaging your audience is a surefire way to show that you care and are available to help.

3. Run Your Own Poll/Survey with a Question and Answer Session

Give your customers a reason to interact. Surveys and polls about subjects that matter most to your customers will surely get them thinking. Using online question and answer sessions incentivizes customers to act. It’s a soft sell and it allows you to converse directly with customers while subtly pushing your products and services.

Customers appreciate when you focus on their problems. Polls, surveys and questionnaires sent to your customers, or held online, are great social media outreach tools. If you need help, then a Miami online marketing agency might just be the solution you’re looking for.

4. Live Chat and Free Downloads

Sometimes the best strategy is simply the easiest. This is ultimately why a number of companies provide free downloads in the form of e-books, whitepapers, step-by-step guides and or free products and services. Live chat is another solution you can offer directly from your website that engages your audience and gives them a platform to ask pertinent questions. Ultimately, you want to combine these freebies with the ability to answer any questions your customers might have while they’re on a given webpage.

Most of the Miami website design companies are able to help you directly engage your audience. They can provide invaluable insight into what makes customers tick and what reasons they have for sharing content. Make sure you work directly with your firm of choice by properly measuring results and altering course, if need be.

Victor Gonzalez4 Surprising Ways to Increase Your Social Media Engagement
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5 SEO Strategies You Can Steal From Big, Successful Companies

Organic search engine optimization (SEO) is a critical part of building a business’s digital brand. It helps to position your company higher in online searches by improving your website’s PageRank. However, it only works if you’re well aware of the intricacies of organic SEO. With this in mind, here are five SEO strategies you can borrow from your biggest competitors.

1. Incorporating “Hummingbird” Phrases

Google changes its search engine algorithm daily. However, one change meant to simplify how users find companies included the Hummingbird algorithm change. Its focus is to produce content that answers search queries relating to where your company is located, what types of products and services you offer, and finally, how customers can use or purchase your product and service. A Miami online marketing agency can help structure your content around these three aforementioned Hummingbird phrases so that your local customers have a much easier time finding your business online.

2. Using the Right Social Media for the Right Customer

Having social media buttons on your website isn’t enough. Leaving it up to your customers to decide between 10, 20 or even 30 social media buttons is not a social media strategy. The biggest and best companies match their social media strategy to the types of customers they service. Make sure you clearly define who your target audience is and match your social media strategy accordingly.

3. Building a Network of Influencers

There is no benefit to organic SEO if the content you produce isn’t shared. In order to help make sharing an easier process, it’s incumbent upon you to build a network of influencers, individuals who have a substantial following on social media and ones whose reputation is well-appreciated within your market.

Those influencers don’t have to be the CEOs of your market’s biggest players. Instead, they can be individuals with substantial followers on Twitter, ones who are highly regarded for their insight. All markets have influencers and it’s your job to latch onto them so that they help get your content in front of new prospects.

4. Taking Part in Podcasts and Webcasts

The best way to be seen as a source of reliable and timely information is to take part in podcasts and webcasts. The biggest companies know that SEO is less about link-building and more about content marketing. Podcasts and webcasts are another means of getting your best content in front of new prospects.

5. Optimizing Videos

YouTube videos aren’t searchable by today’s search engines. It’s the description of the video itself that’s searchable. Unfortunately, far too many small businesses produce an engaging video only to leave the description box void of information. Make sure you optimize your videos by providing a mini-post of 300 to 400 words that thoroughly describe what your video is about.

Again, organic SEO is less about adjusting your content around keywords and or having a link-building network. Instead, it’s about marketing your content so that your company has a substantial list of followers. Your chosen Miami website design firm should be more than capable of adopting all of these aforementioned strategies.

Victor Gonzalez5 SEO Strategies You Can Steal From Big, Successful Companies
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5 Steps to Improving Your Google AdWords Campaign

Running a Google Adwords campaign is a proven strategy when looking to increase targeted traffic. However, it’s not just a plug-and-play process. There are a number of potential pitfalls that can all but destroy your digital advertising budget. However, these mistakes can be avoided. In fact, when employed properly, the following tips will help you optimize your campaigns so that you’re generating qualified leads and converting more sales on customer visits.

1. Proper Keyword and Keyword-Phrase Research

Everything begins and ends with how you research keywords and keyword-phrases. The best available tool includes Google’s Adwords Keyword Planner. It’s a free solution provided by Google that is both easy-to-use and easy-to-implement.

Your focus should be to come up with the most commonly-used keywords by your customers in online searches. Next, place those keywords into different categories so that you can create separate advertising groups. The Adwords Keyword Planner will then provide a complete list of the number of searches by your chosen keyword. You can then isolate that data by reviewing your local market and or your larger market.

Be sure you use keywords that are applicable to your market and never opt for the cheapest keyword; driving unqualified leads to your website because you want to save money won’t increase your conversion rates. In fact, it will frustrate you and drive up your website’s bounce rates.

2. Use a Descriptive Text With Your Keywords

Make sure each of your advertising groups incorporates a well-written text using your chosen keywords. Those advertising groups should link directly to those landing pages that best describe the product or service your advertising. This is a critical portion of the process because it allows you to compare the performance of these different campaigns later on. Ultimately, improving your campaigns comes from comparing results and testing different configurations.

3. Define Your Core Market

Define what market you’re pursuing and make sure your campaign is structured around that specific market. For instance, if you’re only able to provide a given product or service in a specific geographical area, then make sure your keywords incorporate the name of the borough, town, city or state you operate in. This is the type of information your customers will use in online searches.

4. Control Your Budget

The best way to manage your budget is to use Google’s Exact Match process. This ensures that your advertisements will only come up for users when they put in the specific keyword or keyword-phrase you’ve chosen.

5. Split Testing

Finally, be ready and willing to split test your campaigns once you’ve had time to review some of your initial results. Split testing forces you to make one change at a time to see what results it has on your CTR (click-through rates). You’ll then measure the increase or decrease in CTR before making additional changes. A Miami online marketing agency can provide insight into how the split testing is performed.

Make sure you choose a Miami website design firm that knows how to optimize AdWords campaigns. It’s not enough just to work with a firm that can redesign your website. After all, a new website design means nothing if you’re not driving traffic to your site.

Victor Gonzalez5 Steps to Improving Your Google AdWords Campaign
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Questions That’ll Help You Decide if You Should Redesign Your Website

Your website is an invaluable marketing tool that can generate high-quality leads while lowering your costs of getting new customers. However, while generating leads, and reducing your costs of customer acquisition, are definite selling points, the biggest selling point includes increasing customer retention; keeping more customers is far less expensive than searching for new ones.

None of these aforementioned benefits occur if your website is outdated. In fact, an out-of-date website can cost your company customer relationships and valuable market share. So, to help, here are some questions to ask yourself about whether or not your website needs a redesign.

Is Your Website Mobile-Friendly?

Your marketing message needs to reach your customers no matter where they are or what they’re doing. This means having a website that adjusts to any screen size. Having a mobile-friendly website means users can navigate your website up and down or side-to-side on their smartphones using only their thumbs.

It means having right-sized video and images so that users aren’t frustrated because they have to pinch and zoom to see your content. Finally, it means having a design that increases the time your customers spend on your website while on their mobile devices.

Is Your Website Easily Navigated?

Customers must find your website easy-to-use and easy-to-navigate. That means having clearly defined links and paths that encourage and incentivize customers to move from one webpage to the next. If your website has a high bounce rate, one where customers are quickly coming in, and leaving just as quickly, then it’s a possible sign that your website isn’t properly laid out. Optimizing that layout means customers will stay longer and respond to your call-to-action.

Does Your Website Have the Right Social Media Strategy?

Today’s customers use social media to share what they like about your company and its products and services. However, it’s not enough just to be on social media or have a “presence”. Your website must incorporate the right social media strategy, one that’s tailored to the kind of customers you sell to and one that simplifies how they share your content.

Do You Consider Your Website Up-To-Date?

There are 4.8 billion webpages. Either your website is up-to-date, or your PageRank will suffer and your customers will go elsewhere. If your website looks tired, or otherwise looks like it needs a refresher, then it’s time to move forward on a redesign. There are several Miami website design firms to work with who can give your website that refresher it desperately needs.

A redesign is an important part of any rebranding effort. If you’re looking to make a lasting impression with customers, one that provides them with engaging content and gives them a reason to become a customer, then a Miami online marketing agency can help you do all of that and more.

Victor GonzalezQuestions That’ll Help You Decide if You Should Redesign Your Website
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Five Basic Rules to Follow When Launching Your Online Marketing Campaign for Your Small Business

Online marketing helps small businesses create a level playing field against their larger, more established and better-financed competitors. However, while the costs of building an online brand are significantly lower when compared to conventional strategies, that doesn’t necessarily mean that mistakes aren’t costly. In fact, those costs can quickly add up. To help, here are five basic rules to live by when launching an online campaign.

Define Core Customer Segments

You need clarity of purpose when launching an online marketing campaign. That involves defining the type of customer you’re pursuing, what they like and dislike, where they get together online, what websites they visit, and most importantly, what social media platform they use to share content. Casting too wide a net, by trying to appeal to too wide an audience, will make measuring success or failure next to impossible.

Don’t Go With the Cheapest Keyword

Keywords are used by potential customers in online searches. It’s those same keywords that are employed within digital advertising campaigns. A common mistake is to use an inexpensive keyword in the hopes that it reduces costs. It doesn’t. All it does is send unqualified leads directly to your website.

Instead of increasing your website’s conversion rates on visits, you’ll be left wondering why your website has such a high bounce rate. Inexpensive keywords increase costs because they produce unqualified leads. Avoid them entirely and focus your campaign around the most descriptive keywords available.

Choosing the Right Digital Marketing Agency

Not all digital marketing agencies are the same. Some focus on business-to-business (B2B) markets while others focus on consumer markets. Be sure to match your firm to your business model. Review their portfolio and make sure they’ve demonstrated an ability to build brands for similar companies. Finally, don’t go with any firm unable to visit you, speak to you on the phone or provide references.

Tracking Performance and Making Adjustments

Regardless of whether you go at this alone, or opt to work with an outside firm, you must be able to track performance. Define your costs of online lead generation and have periods of review where you can assess what’s working, what isn’t and how best to move forward.

Online marketing isn’t automatic, static or stationary. Its benefits includes the ability to make changes in real-time and analyze results right down to every penny. However, that isn’t possible if you aren’t willing to review performance.

Testing Multiple Layouts and Variables

Testing is a vital part of success. Get used to testing different fonts, colors, images, and videos, while also playing around with your call-to-action (CTA). A/B split testing email campaigns, your website and different online campaigns is an absolute must.

Split testing involves making a single change and then tracking the impact of that change on the number of clicks generated. Split testing is a scientific way of increasing your marketing return on investment (ROI).

When looking for a Miami website design firm, start by outlining the customers you’re targeting and what your end goals are. The right Miami online marketing agency won’t just offer a one-time redesign of your website. Instead, they’ll offer a complete solution, one that helps you reach your local market, while also positioning you as a trusted resource for global customers.

Victor GonzalezFive Basic Rules to Follow When Launching Your Online Marketing Campaign for Your Small Business
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How to Build a Sustainable Long-Term SEO Strategy: 5 Keys to Remember

Whether it’s Panda, Hummingbird, or even Mobilegeddon, keeping track of Google’s algorithm changes can easily be considered a full-time job. In fact, it’s common for Google to change their algorithm at least once a day. This is ultimately why having a long-term search engine optimization (SEO) strategy is vitally important to improving your website’s PageRank. So, what does it take to put together a sustainable long-term SEO strategy?

1. Consistent Content Production

A number of companies assume that online marketing merely involves having a website, being present on social media and then leaving everything on autopilot. If only it were that easy. Online/inbound marketing takes a lot of time and must be geared towards continually raising the bar on content creation. This requires a commitment to constantly produce engaging content and a willingness to spend the time researching the type of content your customers want.

2. Keyword-Focused Research

It’s not just a question of disseminating your website’s analytics. It’s ultimately about having the ability to research those keywords and keyword-phrases your customers use to find your company and its products in online searches. Those keywords must then be used properly within your content. You need just enough keywords for the content to be seen as value-added, but not so much that it is seen as keyword-stuffing. It’s a balancing act, one where you must remain up-to-date with the most recent Google algorithm change.

3. A Focus on Local SEO

Ultimately, you want to dominate your local market. You want to be seen as a valued source of relevant and timely information. This means having a local SEO strategy that continually positions your company at the top of local online searches. Success means you’re following the changes pushed forward by Google’s Hummingbird algorithm change in August of 2013.

This aforementioned change was meant to simplify how users find relevant local sources. As such, a solid local SEO strategy involves producing content geared towards information-based queries, navigational-based queries and transactional-based queries. This is by no means a simple task. Again, it’s about finding that happy medium between value-added content and keyword stuffing.

4. Using Video to Engage an Audience

The reality is that people would much rather watch a two minute video that is full of pertinent information than they would reading a non-descript webpage. It’s human nature to be drawn to vivid images and video. An engaging video that speaks directly to your customer base is a surefire way to position your company as the proverbial market leader. In fact, in today’s marketplace, it’s far more likely that someone will view and share a video on social media than they would a webpage with no videos, no images and nothing other than the written word.

5. Focusing on the Right Social Media Strategy

A long-term SEO strategy must encompass the right social media strategy. After all, if viewers aren’t willing to share your content, then how are you going to build your online brand? Ultimately, it’s not just a question of putting up a bunch of social media share buttons on your landing pages. Instead, it’s about tapping into the right social media strategy for the right customer segment, the right market and the right industry.

A Miami website design firm must take the time to sit down and iron out a proactive SEO strategy, one that leverages a strong social media presence with engaging video and bright imagery. Make sure you work with a firm that matches your business to a content strategy that reaches your target audience.

Victor GonzalezHow to Build a Sustainable Long-Term SEO Strategy: 5 Keys to Remember
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