Doing a company relaunch could include something simple like changing your business name, business plan or your logo. But, if you are doing something far more involved like changing your domain name to another domain name, you might be wondering if this really is the smart thing to do. One of the nice things about changing a domain name is that you can still have all the same benefits, but with a different domain URL.
It doesn’t matter if you have been in business and had your domain for awhile now (a few years) or for a few months. Chances are people know your website for the domain name you have had since starting the site. If you simply close the website down and do not do a redirect, you could potentially lose out on potential buyers and people interested in your business. With a redirect, this will not happen. People can type in your old URL and be directed automatically to your new website. Be sure to notify people on the new website that you have changed the url. But, if they forget the new website name they can visit the old one and it will redirect them in the future. It’s a good idea to keep your old domain name and the redirect for at least one year so that search engines and visitors can get acclimated.
Chances are you have worked really hard on marketing your website and doing SEO. If you do not use a redirect 301 you lose all of that hard work and it gets flushed down the toilet. On the other hand, you can still benefit from all that work by using the 301 redirect.
Search engine bots that visit your page are almost as beneficial as a person visiting your page. The biggest difference is that bots record any changes on your website and index those changes. When you use a 301 and a bot visits your page, the bot will record the fact that you are using a 301 and what your new website domain is!
The Internet plays a vital role in linking businesses and their target audiences. Consumers are flocking to the Internet and using a versatile set of mobile devices to stay connected. Your company’s online presence must be competitive, original, and appealing, or you could risk losing potential clients and viable leads.
Don’t lose your online marketing edge due to a failing relationship with your SEO provider. Here are eight ways you can build a better relationship and work together and achieve marketing success:
- If you have questions or concerns about contract provisions, pricing, or any other service provided by your SEO agency, ask them when it comes up instead of complaining about it later.
- Know what you want out of your SEO provider and express this clearly at the beginning of your relationship.
- Be forthcoming with any information that your SEO provider asks for. They need as much relevant information as possible so they can give you the best service possible.
- If there are issues with your website design, don’t instantly assume that your SEO provider is at fault.
- Don’t try to micro-manage the optimization duties.
- Avoid asking for discounts, price matching, or other financial benefits. If you want to work with a cheaper SEO provider, do so, but don’t try to finagle cheaper services from your chosen provider.
- Don’t focus too much attention on what competitors are doing. Worry about what’s going on in your own backyard, rather than what’s going on in theirs.
- Listen to the advice of your SEO provider. After all, they are the professionals when it comes to website optimization.
Getting your business SEO spot-on is essential, especially if you’re a small to medium size enterprise and it’s tempting to throw money in all directions in a scattered attempt to cover all bases. Spending large amounts of your marketing budget to drive you to the top of Google rankings can be as exact and expensive as forecasting the weather. However, a little preliminary research can channel your resources in the right direction and give you the best chance of getting to the top of search engine results.
- Does it look good?
All the right keywords in the world won’t convert visitors to customers unless your website is inviting. One of the most off-putting and amateur bugbears still regularly seen even on the sites of major companies is a mess of fonts, point sizes and unnecessary graphics that slow down loading times, especially on mobile devices and make websites less user-friendly. Spend money here first and get it right. You won’t regret it.
- Ad words are your friend.
Be prepared to spend appropriately. However, if your strategy is off you could be directed at the wrong potential customer so make sure you have a thought out plan of who you are trying to target. Click-throughs will reassure you that you’re using the right keywords to hook those customers in even if they don’t necessary convert to clients at the time. Once you have your keywords they will form the basis of future SEO campaigns.
- Once you’ve addressed the above, spend and spend big.
Never go for the cheapest option as you may find that you get what you pay for. The return on investment if it’s done properly for SEO is considerable. There is an element of toeing the Google-line with demands for increased quality but as SEO rapidly blurs the lines and merges with conventional online marketing it’s worth welcoming the emergence of high-quality content.
The start of a new year is a time when one tends to reflect on a lot of stuff, both intended and unintended. As the new year rolls on I started to reflect on my career choice as a digital marketer. I started my career as a SEO person and I am still married to it. But these days I am having an affair with PPC. Its less demanding, convenient, the outcome is predictable and there is no long-term commitment unless you really want it.
Would I recommend PPC to our clients? I definitely would. We have been telling all our clients about our affair and even have a Google partner certification to prove it. (Try comparing this affair with a real life affair where you want to keep it a secret :))
Here in the digital marketing world, you can still be in love and have an affair and get the best of both worlds!
Though silo based marketing channels are passé, each channel still does serve a particular purpose. SEO is more about brand building and content leadership. Social media is about interaction and engagement. PPC is where the salesperson in you gets a chance to actually complete your business’ primary objective. The primary objective may be selling information, products or even services.
The advantage of PPC is that it’s specific compared to other forms of digital marketing as they are generic. You can target the actual geographical area right down to the zip code and the exact people searching for your product or services.
This feature makes ROI calculation more measurable and it works for agencies like ours, and marketing departments in other companies because the deliverables are somewhat predictable based on costs.
That leads to another question…. if PPC is so attractive, should we dump SEO? Nah… not at all, there is no comparison.SEO is still the long-term partner that fulfills its commitment. SEO can turn a business into brand.
Plus isn’t marketing all about creating requirement where there is none? This is where SEO and social media have an edge over other channels and are more cost effective.
Here is an informal table I compiled for my sake though lots of experts have done it too.
|Marketing Objective||Brand visibility and Leadership||Interactive Feedback and Engagement||Sales and Leads||Covert leads into customers|
|Reach||General people browsing for information on services and products||Interactive people looking for reinforcement on certain information||Specific people looking for specific information||Interested people looking for more information|
It almost seems like a silo structure with no common ground. However, this is wrong. Human behavior through the unpredictable does follow an adhoc pattern.
While planning a vacation to Alaska you probably will do a general search on a search engine (probably Google) and see the sites it throws up (brand value). You might then move to a site like Trip Advisor and search for reviews of places and tours. Next, you check out which of your friends on Facebook have been there (reinforcement). Then, you sign up for a few newsletters from tours that appeal to you for further information (email marketing). Then, based on the offers they may give, decide on a booking.
The above cross channel search for information applies when you know that you want to go on a vacation to Alaska.
However, I may be planning a weekend trip around some place near Seattle. Here my behavior varies. For example, I may just go to Trip Advisor and book a trip most recommended after a brief search.
In case of emergencies like kitchen flooding or a severe toothache, one will probably call the first ad they see on PPC on their phone or tablet.However, they will surely check the website to see if they are insurance covered and check reviews too.
Hence businesses need to have presence across all digital channels. There actually isn’t much of choice. The more the visibility, the better the chances of conversion. However, you can vary the focus as per your business requirements.