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The Pet Industry Has Gone Digital (Part I)

Even our pets have made it to the internet.

The web has let animal lovers really go wild! Cat videos are huge examples of people’s desire for fluffy entertainment and news.

But beyond leisurely, there’s also a new breed of marketing aimed at the pet care industry. Brands are making a real effort to engage on social platforms, develop useful apps ad offer hot new pet supplies for their animal-loving admirers. Some brands and enthusiastic folks even meet up at yearly conferences, like BarkWorld, a gathering of social media using pet lovers for “petworking.”

Here are some ways in which digital marketing has gone to the dogs.

Subscription Services

Following the footsteps of top brands such as Birchbox and Netflix, the pet industry has obtained subscription models.

BarkBox was launched in November. Similar to Birchbox, the goal is product discovery. The aim is to put homemade, all-natural treats and other top-quality products in every box. Things you can’t find at the usual big-box pet store.

Barkbox gives back, donating some of the profits to a shelter or rescue. There aren’t any numbers out, but it is known that many folks who get BarkBox as a gift during the holidays have enrolled for subscriptions.

If surprise and delight isn’t your thing, you can get the things you know you need at Petflow. Now two years old, PetFlow has over 100 pet brands and ships more than 600,000 pounds of pet food every month.

The company was founded on the notion that customers must never have to run out of pet food or have to lug home a mini-van size bag of kibble. The company’s auto-replenishment system lets you save money and time via automatic delivery, whereby you can get your pet’s favorite products right at your door at the interval of their choosing.

Social Media Techniques for Pet Shelters

Pet shelters use social media for marketing.

Social media is the main component of most shelter pet marketing strategies. As you’ve probably already noticed, it moves quicker than a dog that just heard a pack of meat opening in the kitchen. Live stories are gaining momentum, video charges ahead as the most-consumed type of content, and heartfelt storytelling is becoming a strategic response to aggressive algorithm updates.

But with so many parts, it can feel like a full-time job just deciding where to start. Here are some ways for re-energizing your shelter pet marketing strategy and creating content that gets your adoptable animals seen and your message out!

Plan It Out

A little planning at the beginning of every month can not only save you much time managing your social media daily but can also make sure you don’t miss an important holiday or event. Use an online calendar or a wall calendar and mark public and novelty holidays, and your events and programmatic goals. Begin as far in advance as you can and add to it as your goals and internal strategies take shape all through the year.

  • Capitalize on famous novelty holidays for fun, shareable, engagement-driven content (i.e. Earth Day, Groundhog Day, or National Hot Dog Day)
  • Draw from relevant pet-aligned holidays to encourage adoption promotions, fund drives, and social interaction (i.e. National Puppy Day, Adopt A Rescued Rabbit Month, or Black Cat Appreciation Day)
  • Plan out your organization’s next fundraising campaign so you can begin each one with messaging and promotional graphics already in place.
  • Add things like microchip clinics and other community resources, big-picture objectives, important dates, and special anniversaries.

Planning your content in advance can aid you in making better use of other social media platforms as well. Prepare posts for your main social platform first and then change it for your secondary platforms from there, enhancing with hashtags, shortened copy, or reformatted imagery where needed.

SEO for Authors is Necessary for Self-Publishing (Part II)

These are some great tips for Self-Publishing authors. 

There is one main SEO factor to concentrate on when creating blog posts. Even if you don’t have any SEO tools, be sure that your blog title and the first sentence in your post or article has the exact same short phrase or word. This is called your target keyword.

You can also use this for your guest posts if you write on other blogs.

When search engines crawl a site, this is exactly what they search for to be able to ascertain what the content is about. So, search engines realize that your post is about the English register and rank it highly. And that is SEO.

If you look through some posts on a number of sites, you will see the same way of repeating a key phrase or keyword in the titles and first paragraph.

SEO is as simple as that

As a rule of thumb, all you need to do to get SEO working for you is to repeat your key phrase or keyword twice. Once in your title and once in the first paragraph. Next, write good-quality content. It’s that simple.

Be sure not to repeat your keyword phrase more than three times. If you overuse it, it will be classified as keyword stuffing. This can result in search engines not indexing your post.

There is plenty of material offering digital marketing tips. Yes, you need an Amazon Author Central page, you need to blog, you need to be on social media, and you need to promote and advertise your books.

SEO is a long-term, quick, and easy way to enhance the performance of your content marketing and your blog.

All you need to do is think of a good idea to write about. Then, spend some time on keyword research and then write content for your audience.

 

 

SEO for Authors is Necessary for Self-Publishing (Part I)

SEO can increase your book sales.

SEO for authors may possibly bring book buyers to you!

You don’t need to be a pro on SEO to make it work for you and help you to sell your book.

The key to SEO for writers is not in taking years to learn how to painfully direct it to your advantage.

But rather to just keep in mind that zillions of folks use Bing, Google, and other search engines daily to find answers and information to questions they have.

SEO aids your digital marketing when your piece of content is in search results.

By knowing this, it is quite clear that practically none of these zillions of folks will use your book title or name to find your blog or website.

The main duty of SEO is to attract as many folks as possible to your blog or site. Then, with any luck, they will remain long enough to not only read your page or post but also see your book promotion widgets or book buy links.

Since SEO delivers folks who want information or answers, this means that a static site or page that is only about your book or books will not get search rankings. You won’t get any traffic from SEO.

SEO works best for blog articles

Though, when you create content in a blog post, it truly can attract site visitors if you are posting helpful information that is of value to readers.

In many cases, author websites get little visitor traffic at all. However, blogs receive lots of traffic, which helps with book marketing.

The reason is clear.

Blogs usually have plenty of posts covering plenty of topics which is fabulous for SEO.

If you use Google Analytics, you can track the most popular search terms that are bringing folks to your site.

Law Firm SEO: How to Start Seeing Traffic and Results (Part III)

Surveys after a case is settled is a good way to gain valuable feedback from your clients.

There are three types of content pages that will aid your ranking:

Primary: Content pages that target top-value keywords relevant to your practice areas.

Secondary: Content pages enhanced to rank for keywords relevant to your services.

Tertiary: Content pages that target long-tail keywords.

Answer Your Reviews

Consumers depend on online reviews when picking a lawyer.

One easy thing that law firms can do themselves is to answer reviews in a timely fashion.

This means answering both negative and positive reviews.

Google puts plenty of weight on reviews, so quickly answer any on Google.

If you can improve your rating, that should also influence the number of prospective clients who click on your website.

Email Strategy

Another good way to drive traffic is via email.

Here are some email campaigns types that work well in the legal sector:

New lead follow-up campaign: Show a client or a prospective client what the next steps are. You could show them a journey through your law firm with a video, explaining what the next steps would be or what’s involved when hiring a lawyer.

Lead magnet: Give away an e-book.

Capture reviews from past clients: As soon as someone’s case is settled, they should be put into an email campaign asking for a review or possibly taking a survey about their services. As mentioned in the last part, putting on more positive reviews can only aid in driving traffic to your site.

You might want to invest in a solid email management system, specifically one that is also a CRM and has the capability to create email autoresponder campaigns.

Last Thoughts

All of these things can assist you swiftly if you need more SEO visibility and traffic.

Out of all these options, you might want to begin with the SEO audit. You need to detect the health of your website before you begin adding any links or content.

Law Firm SEO: How to Start Seeing Traffic and Results (Part II)

With your firm’s website ranking like it’s supposed to, you’ll get more clients than ever before.

SEO Audit and Correct Any Mistakes

An SEO audit can reveal problems that are damaging your organic search visibility and website performance.

After performing an audit, and doing any necessary fixes, you’ll see your website traffic increase.

These are some typical errors we discover doing audits for law firms:

  • Overall bad advice from other marketing partners.
  • They never set up Google Search Console, so they can’t see if Google is having issues crawling and indexing the site.
  • Too many bad links have been made over the years and might not be disavowed.
  • Numerous unnecessary 301 redirects and broken links.
  • Not paying attention to website performance and page speed.
  • The website isn’t mobile-friendly or responsive.
  • No set up AMP versions of webpages.
  • Uncompressed images
  • Inconsistent NAP profiles on the web.
  • Numerous pages vying for similar keywords, resulting in cannibalization. This problem is gigantic.

How can so much go so wrong?

A huge number of law firms get a web designer to make their website. However, a web designer and SEO web developer are two different professions with two completely different skill sets.

So, if you plan on hiring a web design agency to construct your website, you also want to hire an SEO web developer who will make sure the website is coded accurately and accurately follows website navigation best practices.

Bonus tip: While you’re doing all your technical fixes, be sure to add Attorney schema to your site.

Schema can indirectly aid with your rankings since it helps Google better understand your pages, and it can help enhance targeting.

Foundational Content

The best way to get traffic is to rank well in search engines for the correct keywords, regardless if it’s for practice areas or specific locations.

To achieve this, you need a foundational content strategy.

Law Firm SEO: How to Start Seeing Traffic and Results (Part I)

SEO is valuable to your law firm.

Is your law firm website guilty of bad SEO?

The law firm didn’t add any content. Or, if they did create content, it ended up being without purpose, low quality, and very similar to other content already on the website.

Basically, the website is just broken. Broken redirects, broken links, broken everything!

The result of all this horrible SEO? Not enough traffic because of poor organic search visibility.

Sound familiar?

This isn’t the time to pass judgment. This is the time to get it right.

You’ll have to create links that drive traffic to your website. You’ll also need to get your SEO correct.

A content strategy? Yes, you’ll need that. Also, you’ll have to do some good old-fashioned marketing.

Here are some ways you can fix your website and begin driving more traffic and results.

Connect YouTube & Your Website the Right Way

Many lawyers are creating and posting helpful and useful videos on YouTube.

Though, many law firms are not linking correctly from their YouTube to their website.

This is a big mistake. These are really the easiest links you can get!

YouTube is one of the most well-known websites, with over a billion users each month.

Any link from YouTube is important. Even though YouTube links can’t be followed, remember your objective is to drive traffic. You shouldn’t be thinking about rankings right now.

Two things to do:

  1. Be sure you link to your website from your YouTube channel.
  2. Look through any videos you have posted. Within the description, make sure to link to the most relevant page(s) on your website, regardless if it’s a blog post, a practice area page, or your FAQ page.

A link in one of these places may just give you your next client.

Tips for Small Business SEO Success

 

We all know that the main component of any small business’ marketing strategy is to efficiently position its brand in search engine results. Though, is it possible to control search results with content you control or content you’ve influenced?

Social media is one of the many tools that can help your business succeed.

The answer is yes. There are effective and simple ways to increase visibility for your business in search results, while at the same time, enhancing related marketing efforts in ratings and reviews, social media, and media outreach.

Take a look at these tips for local SEO success, along with action items for each one in order to successfully implement them.

Properly Optimize Information on Your Business’ Website

Your website is your most valuable and vital online asset, so be sure that it is correctly optimized to get high within search results is crucial.

Update Your Business Listing

One of the most efficient ways to increase local SEO is to make sure the consistency and availability of your business’ listing information across a range of third-party sources. Google and other search engines always scan these sites to get a better understanding of the local web and your business.

When your business isn’t listed or the information listed about it is wrong, there is a risk of negatively impacting and diminishing your business’ placements in search results.

An Appropriate Link Strategy

Links from your website to other related websites and vice versa have a role in your business’ SEO visibility since they help to create the credibility and authenticity of your business.

Encourage and Respond to Online User Reviews

User reviews help to build your business’ visibility in local search results. So does your engagement in responding to them, regardless if they are negative or positive. Though, small businesses need to be sure the reviews themselves always come from the outside.

Engage Regularly Via Social Media

Social media pages have a solid role in local business’ visibility in search results. The more proactive your social media strategy, the greater the probability that your pages will attract followers, and finally, appear within search.

Is Keyword Density Still Important?

Keyword density is questionably one of the most misunderstood parts of SEO.

Back in the day, some digital marketing professionals would game the system via keyword stuffing to try to move their web rankings higher. But it no longer works that way. Today’s search engines have gotten more efficient and much smarter.

Search engines have gone through many big overhauls, particularly Google’s Panda update, Hummingbird algorithm change, and the creation of RankBrain.

Google has confirmed that RankBrain, the machine learning (AI) algorithm, is the third most vital factor in search ranking, after backlinks and content. It sorts the search results to know search queries and gauge how users interact with the results.

This ranking factor means that even though keyword density is critical to a certain degree, other factors like user experience now have a bigger role in the search engine results page.

Keyword density and SEO?

Where you put your keywords is more important than stuffing a ton into your article.

Let’s be clear: optimal keyword density is a myth. There is neither a one size fits all solution or ideal percentage.

Truthfully, loading your content with a huge volume of keywords is not as vital as putting them in at the right spots. As a general rule, keywords should appear in:

Most important:

Title (at the beginning of the title)

Body content (the first paragraph)

Less important:

Headings (H1, H2, and so on)

Meta description

Image alt tags

The seed keyword must be put just once in every meta description, URL, title, headlines, and so on, while both the meta and seed keywords in the body content can be repeated more than once.

The results also suggest that Google offers a higher score to the relevancy of highly searched terms, instead of a page or article’s density of keywords.

You should put the keyword in your body content and title, but don’t go overboard.

 

 

Rules for Video Marketing and Effective SEO (Part II)

Let’s get into some tried-and-true tactics for video marketing for search engines.

There are many ways to optimize your videos.

Mobile Optimization

Mobile optimization is not only a part of video optimization; mobile optimization is the main focus of web optimization today.

Mobile surpassed desktop views a while ago and continues to grow.

Besides, a huge portion of video viewing is on mobile devices.

Make sure that your website is responsive and that you’re uploading videos to sites like Vimeo and YouTube.

Metadata

The same as you would optimize a page on a website with an effective meta description and meta title, make sure you do the same for a video.

Search engines will use this to rank and identify video results.

Search engines will weigh the description, tags, and title to better understand what the video’s topic.

Add the Video to Your Website

Adding video content to your website can aid in increasing engagement and user experience on your site.

You can also add things such as video schema to your page to help folks understand what the video content is about.

Encourage Comments and Likes

These are among some of the most vital factors when it comes to engagement.

Urge users to comment and like on video content, especially YouTube, by coming up with a convincing call-to-action.

Don’t Lose Focus of the Big Picture

While all these methods are well and good for basic video optimization, it is critical to not get so caught up in the nitty gritty of titles, tags, etc. that you lose focus on your objective and what the main purpose of the video is.

A video can have an optimized tag, apt thumbnail, title, video sitemap, and whatnot.

But if your video doesn’t aid, educate, or entertain, is it really successful?

There’s no telling how many times a video has a catchy description and title, but the actual video quality is inadequate, the graphics don’t match the primary topic, or the message is ambiguous.