Pay Per Click Management - WebSubstance - Web Design and Search Engine Marketing

URL: Why Does It Matter for Your Business?

Lots of smart business leaders know that a website URL can have a big impact on customer response.

It's important to have a domain that is easy to spell, that sticks in the viewer's mind, and something that's easy to navigate to. But beyond that, there are other questions about domain name purchases that can get a bit more tricky.

The Traditional Generic Approach
Throughout the early days of the Internet, many companies chose to buy up Internet real estate that matched generic search terms. They wanted top-level domains that were roughly the same as their keywords. A soap company might purchase soap.com. A pencil company might purchase pencils.com. You get the idea.

This idea made sense for a while -- and some people still argue for it. But there are two strikes against the traditional system of picking generic URLs. One is that in these domains are getting harder to come by, because we're not in the early days of the Internet anymore. The second point has to do with specific market research that shows some companies can get further using a branding approach than they can with generic top-level domains.

Taking a Brand Path
A lot of SEO people and marketers would agree that the brand path is more difficult, at first.
Having a branded URL can require a bit more work. At first, the domain is more obscure.
However, what happens is that the branded domain forces the company to build muscle. The company has to supplement its core website with social media campaigns, e-mail marketing and more, all of which ties back toward the brand name. Slowly, over time, this builds more power into the site and people start looking for that brand name everywhere, including on the web.

The Case for Transparency
In a way, branded domain names allow companies to more clearly see who's looking for them, and why. Instead of getting floods of visitors who are just looking for a generic product, they are getting people who made a deliberate choice to see their site and view their products and look at their approach to their industry. All of this is valuable when the company is really making a commitment to building a better web footprint.

At WebSubstance, we understand that the slow branding approach can provide a much better foundation for a company. We work with our clients to develop a long term digital strategy and help them find the best way forward in web design and development -- and that includes the domain choices that they make, as well as the site structure, and the core elements as well. We take a comprehensive approach to helping our clients to succeed on the Internet, and bring state-of-the-art marketing practices to their brands, in order to drive better conversion and visibility over time.

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Digital Marketing for Local Biz | What Works?


Local small businesses can really profit from good digital marketing. E-commerce may have started with large shopping portals and mega chains, but it's making its way to Main Street. Nowadays, so much of what people buy gets bought over the web that small businesses almost have to invest in good digital marketing to survive. Customers might be right down the street, but they're still on their smartphones.

Here are some foundational pillars of digital marketing that work for small local businesses.

Content Building

In general, businesses that want visibility on the Internet need quality content -- but specifically, local businesses benefit from locally directed content. Unfortunately, the vast majority of businesses have not understood this principle, and they still have SEO people writing bland, generic content that could be posted anywhere in the country. Instead, if you focus on local issues, and hire local people to craft stories about what's happening in the local area, you're going to get great ranking, a vibrant sets of page views and good click-through rates.

Engage the Community

Another way to really boost visibility for small local businesses is to get out and talk to the neighbors. You can go and ask for feedback on your business, and even give out free samples to try to get people to stop by and chat. You can build public events that get people participating in the conversation. All of this is extremely important in word-of-mouth marketing and building brand visibility over time.

Giving Back

Small, local businesses are also embracing the concept of charity, a concept that's often present in board rooms and practiced by big corporations. The idea is that you set aside some of your profit and give it back to the community. It's often done in public ways, so that it will capture some marketing value. For example, different types of public charity in the local community can generate high-quality referral links, which are excellent for SEO, apart from the fact that it elevates your company’s image in the local community.

Paid Media and Paid Search

In addition to natural, organic web content, companies are also investing in marketing tactics like PPC advertising. Paid search can be an excellent way to supplement all the other kinds of digital marketing that you do, in concrete ways that involve transactional results. You pay a certain amount of money for paid search or other paid promotions on social media platforms, and you get a certain amount of traffic in return. Usually traffic from the paid search is highly qualified. It's a good idea to try to estimate your return on investment (ROI), to make sure you're getting your money’s worth -- just like you would in print marketing. Google very recently introduced many new features like Expanded Text Ads (ETA) that can boost up a local business’s sales or lead generation. And by the way, adding a little print marketing still works, too. Some of the experts talk about multichannel marketing, where you're doing SEO, PPC, and print, all together and investing a certain amount of money in each.

WebSubstance can help your local business set up a quality website and market your products or services through multichannel marketing tactics and help you participate in your community. Let us engineer the structural design of your site and help you build out the results to get more market share in your local market.

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PPC for Local Business – Why Is It So Effective?


While many businesses take advantage of a diverse online marketing approach, some of them ignore some of the biggest opportunities for multi-channel web marketing.

One of the most basic examples is relying heavily on SEO and organic search marketing without including pay per click marketing or PPC. PPC can really augment the results that you get with search engine optimization, especially in today's new world where the results of keyword-based SEO are so limited.

So why do businesses benefit from PPC? One of the most basic ideas is that PPC can help when a business isn't able to get itself on page 1, or even page 2, of a Google SERP result. When that business doesn't have a presence at the top of Google results, PPC can get that business on the front page in another way.

Resulting from recent changes to Google algorithms, there are now 11 PPC slots available on a Google page. Getting some of the best positions can really increase visibility and add to a more vibrant readership. Yes, it's paid search, but it can work hand-in-hand with SEO to get more people visiting your site.

Another great benefit that companies can get relates to new Google tools and opportunities for specialized marketing. For example, you may not have heard about something called a “callout extension” – but this short-form type of PPC shows up in Google results below the URL. Savvy marketers can craft it to include any kind of message that’s meant to jump out to a given sets of users.

Using callout extensions, rich media and more can really help companies to broaden their market visibility online. One prominent example is in local markets. Experts recommend getting zip codes into callout extensions, and using these and other tools to remind shoppers that a small business is actually in a given community, not ‘out there somewhere on the web.’ The idea is that through combining SEO and PPC, the businesses is doing more of that key “shouting out” to web users about its best features and what it has to offer.

WebSubstance takes an integrated approach in search engine marketing (SEM) solution for a local business. We can help companies to build great SEO programs and ROI driven pay per click campaigns. We know how to work with existing Google standards and algorithms to accommodate more visibility, and to improve a company’s standing on the web. Ask us about how to craft a comprehensive SEM approach that includes Web marketing through SEO and PPC, as well as innovative visuals and design for a great website or landing pages that will actually keep people attracted to your business when they get there. We help to create and maintain great online footprints from top to bottom, and we’ll be with you every step of the way.

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Renovate Your Customer Journey - Enhance Your Customer Experience

Professional Web designers understand that one web site is not just like another -- but businesses often leave too much to chance when building their sites, and they don't understand that some design changes can make a big difference in final results.

Yes, you have a website. Yes, people can navigate there with a mouse (or even on mobile). But what do they experience when they get there? And does it move them to action, or make them feel comfortable with your business, or does it just lead to boredom or frustration?

This is what it means to look at your customer's experience or journey online. By paying attention to certain principles, businesses can really improve their customer traffic by focusing more on online outreach.

Read What Customers Read

One of the cardinal rules of effective marketing is to always look at things from the customer’s viewpoint. For example, at physical stores, walk the store the way the customer would. Start from the parking lot, where the customer starts, then come in and evaluate what you see as you enter.

The same holds true online. Business leaders should be surfing their web sites and clicking into the landing page just like a customer would, and reading the text as if they've never seen before. This is the only way to really learn what it's like for customers to browse a site.

Find “Must Haves” and “Nice to Haves”

Another key point is to figure out what customers need, and then provide it to them. Is it a set of hours or information about products? And are these at an accessible point on the site? What are the most vital things that people need, and are they able to reach them without lots of clicks?

Create a Customer Journey Map

Another component of changing your customer's journey involves planning. When you have navigated the site and figured out what customers need, make a detailed plan to get these things front and center on your business web site. This is part of the process that type A managers will like. By planning out your site work in specific ways, you get yourself closer to the eventual results that will make your customers feel better about your company.

Make It Easy

This one is almost impossible to overemphasize. Look at everything and make sure that it is easy for customers to get where they need to go. Don't settle for “it's on the website”. Make it so that everybody knows that it's on the website, and they can get it easily from their computers or smart phones.

Socialize and Share

It's also important to keep things interesting for customers. Social media is a prime example. Facebook and Twitter campaigns can pay off immensely when they are set up right. You don't want to intrude on people's lives, but giving out coupons and other kinds of natural marketing is going to increase your visibility as part of your community, no matter what you're selling.

Get to Know Your Customers

A lot of this core site work isn't going to be precisely targeted unless you know who your customers are. This is another part of getting inside your customer's shoes. They may not be like you -- they may be from different backgrounds or have different tastes. That's why you need to do careful market research and then put yourself in that person’s position, looking at your business through their eyes.

When it's time to change up your site to improve your customer's journey, WebSubstance Portfolio can help you make that trip. From the first draft up to the hustle and bustle of implementation, we’re right there with you, bringing innovative design to your plans to put your business more deeply into your customer's visual experience.

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Contact Us

WebSubstance
21800 Town Center Plaza, #266A-281
Sterling, VA 20164
(703) 470-0808
Jenny Le - President
contact.info@WebSubstance.com