How SEO Can Dramatically Improve your Business

Everyone talks about SEO and how it can improve your business.  As a digital marketing agency, this is one of the questions our clients ask us about regularly.  If you want to know what it is and how it works, we have created a guide to SEO.

What is SEO?

SEO standards for search engine optimization.  It is the organic way to move your site up in search engine rankings.  The multi-facets are selecting target keywords that you want to rank for, optimizing your pages with those keywords, blogs, and acquiring backlinks.

SEO is about taking your content and making it more appealing to a search engine, like Google.  The goal is for the search engine to find you and display your website on page 1 and preferably near the top.

Search Engines

The goal of a search engine is to give the user exactly what they are searching for.  By finding quality relevant web pages to give their users.  Search engines will crawl and scan websites to understand what the site is about.  Then when a user searches for a certain topic or keyword, the engine can give solutions.

When a search engine is scanning a site it also determines how easy the site is to navigate and read, higher user-friendly sites will get higher rankings.

So SEO is the process a business takes in order to make sure that their site gets a higher ranking.  By improving your SEO and your search engine ranking, you will get more visibility and reach more potential customers.

On-Page and Off-Page Optimization

There are several factors that impact your search engine ranking, and while the exact algorithm will never be shared by Google, these are things that impact it.

There are two main types of factors on-page and off-page optimization that affect SEO.  On-page optimization describes the manipulations that can be made directly within the website in order to improve its position and page in the search rankings.  Optimizing content, meta descriptions, title tags, and headlines.

Off-page optimization refers to the page ranking factors that occur off your website like backlinks from other sites.  It can also include promotional methods such as social media exposure.

On-Page Search Engine Optimization

The best way to think about these is that these are all the components that happen on your website.  You can work on these factors over time and with best practices can get them to improve your ranking.

  • Content – The more quality, relevant content pieces that you have on your website, the more likely search engines will give you a higher ranking. The more engaging your content is, the longer users will stay on your website. It is important when creating content for your site is using SEO keywords.  Keywords are the relevant words and phrases that a user might type when looking for answers to questions or finding products and services.  Freshly updated content also gets you better rankings.
  • Meta Description – The meta description on your website tells search engines what the page is about. It should include your keywords and be readable, not a bunch of words stuffed, users will read this as well.
  • Title Tag – The title tag has to be 70 characters or less, which includes the keyword your content focuses on and your business name.
  • Sub-headings – Sub-headings make your content easier to ready, but it also improves your SEO. Break up long content with H1, H2, H3, and H4s.
  • Internal Links – Internal links or hyperlinks improve your site ranking.
  • Image Alt Tags – If you have images on your website or within your blog content you want to include your keyword in the image alt tag. It will help search engines index your images.

Off-Page Search Engine Optimization

Off-page SEO are the factors that you don’t have as much control over, however there are ways that you can improve these to help your ranking.

  • Social – Social Signals, like likes and shares from social media and blogs. You want quality shares from influencers.  When search engines see shares, they note it as quality content that people want.
  • Links – One of the most popular ways to build off-page SEO is with backlinks. Create relationships with other businesses and influencers who will put a link back to your site in their content.  An example of this would be if you sell a product and send a sample to a blogger to get a review on their site and a link to back to your website.  This creates trust and makes your site have authority.  The more people trust your product or content, the more search engines will.

Content and Changes to Improve Your SEO

Now that you have an understanding of SEO and how it works, you can make changes to your site in order to improve your SEO.  Just remember that search engine optimization takes time to work, it is not seen overnight.

Always keep in mind that quality content is a huge factor, and without the content none of the other improvements really matter.

How to Get or Improve a Business Ranking on Google Maps

Google Maps marketing is the process of optimizing your online presence and ranking on Google Maps.  Thus, increasing your brand visibility on the search engine.

A study recently found that 70% of mobile users said that they use google maps most frequently.  Combine that with the 3.5 billion searches that happen on Google every day, it is important for you to be on there.

In order to get your business ranking on Google Maps, you must have a Google My Business Profile.

Create a Google My Business Profile

Google My Business is a free platform where businesses can create a profile that is displayed across a variety of Google products.  It will increase your business’ chances of showing up in Google’s Local Pack, Local Finder, Google Maps, and organic rankings.

The Google My Business profile will have information about your business, name, description, reviews, phone number, address, website, industry, hours, locations that you serve, products and services, and photos.

The purpose of creating a profile is to increase your rankings, traffic, and revenue.  An agency tip is to interact and continuously optimize your listing.  As new features or options are added, adjust your listing.  If you have a new service or photo, add it.  Interaction and engagement is a huge factor in rankings.

Factors for Ranking on Google Maps

Now that you are set up on Google my Business it is time to dive into Google Maps to understand the key factors in ranking.

  • Google My Business Signals
  • Link Signals
  • Review Signals
  • On-Page Signals
  • Citation Signals
  • Behavioral Signals
  • Personalization
  • Social Signals

The local algorithm analyses everything above and ranks listings based on these three areas;

  • Proximity – How close is the business to the searcher?
  • Prominence – How popular or authoritative is the business in the area?
  • Relevance – How closely does the listing match the searcher’s inquiry?

How to Optimize for Better Ranking on Google Maps

Get More Online Reviews

Reviews are one of the most important components for ranking on Google Maps.  They help to build social proof, manage customer expectations, and can sell your product or service before you ever get in touch with them.

Google understands that potential customer wants to read reviews before they can trust a brand.  Which is why they put a ton of weight on reviews.  The reviews are rated on the overall rating given, the content and the sentiment in the review.  As a business owner, get in the habit of asking for Google reviews.

Local Links

Links have always been a big part of algorithms and they will continue to be.  Utilize local businesses that you work with and organizations that you support.  Offer a testimonial in exchange for a link or create a piece of content for their blog with a link that goes back to your site.  These exchanges can make a huge difference in getting ranked based on local links.

The Better You Optimize, the Stronger Your Ranking

The goal is to utilize the free tools that Google offers in your marketing strategies.  The more you can optimize your website and Google platforms, the stronger your rankings will be and ultimately your business will be.  Test different optimization strategies and look to see what your competition is doing.

Content Marketing Strategies for Businesses During Coronavirus

As the coronavirus has changed the way everyone lives, works, and schools, it is forcing businesses to rethink how they are operating.  Major conferences and summits are changing dates for later in the year or going to virtual summits. For businesses, it is time to rethink alternative marketing strategies to continue to keep income-generating while being mindful of prospective customers.  Content marketing is a strategy that can be effectively utilized in this pandemic.

Event Budgets Transitioning to Digital Content

For businesses that had allocated budgeting to sponsorship, travel, booths, or attendance of a conference, it is time to rethink and allocate that money somewhere else.  Trade shows are huge for businesses to be seen, get their brand seen and share information.  Digital marketing can do the same thing just on a different platform.

Digital content marketing needs to ensure consistent, timely communication with prospective and regular customers.

What is Content Marketing?

A strategic marketing approach that is focused on creating and distributing valuable, relevant and consistent content.  It should attract, retain, and drive customers to action.

While content marketing started as blog posts, it has evolved and encompasses all digital marketing from email, social media, SEO, ads, PPC, and blogging.  It is different than advertising. It gives brands a voice to provide information, tell stories, inspire, educate and form bonds.

Content marketing keeps an ongoing relationship with prospects and customers during and even after a crisis.

Why is Content Marketing the Answer?

Content marketing can increase pipeline generation during the coronavirus.  It is a way to still be in front of your audience, even with everyone at home.  Digital lead generation is the answer.  One of the reasons trade shows are so well attended by businesses is for the lead generation.  This can be obtained through digital content marketing.

Adapting your strategy to digital will engage and draw in potentials, it is just using online platforms.

Set Your Content Marketing Goals

A content marketing mission clearly outlines your target audience, the content that you will use to reach them, and the benefit that they will get.

The goals typically are more social media engagement, generating more traffic to your site, gain influence and authority, SEO success, and an increase in sales and revenue.

Once you have your specific goals, it is easy to then create a plan for how you are going to implement strategies.

Buyer Personas

Buyer personas describe your ideal customers, it includes their pain points, challenges, and behaviors.  It is easy to determine where they are looking for information.  When you understand them, you can figure out the kind of content that appeals to them. Also how you can help them, and what they care about.

Communicate Brand Identity

The main focus needs to be that your brand is available and interested in their business.  That you have a product or service that fulfills their needs, whether it is now during the pandemic or after.  It is about how you communicate your concepts, the emotions you want your customers to feel when they interact with your business.  Brand Identity is the personality of your business and a promise to your customers.

The brand is not just the logo, the colors, the font, it is what the customers take away when they think of a brand.  When someone says Apple, commonly people think, cutting edge, innovative, and connection to clients.  These have all been created through a marketing strategy.

Brand identity is going to play a large part in the success of businesses within the current situation.  Brands that are giving back, helping people, and sincere will gain loyalty and a bigger following.

Content Marketing Done Right 

Understand the message and the language that you are going to use in your content marketing.  Establish a connection, give information in blogs that can help guide them without pushy advertising pitches.  Utilize testimonials and case studies to show how you helped others with their problems.  You may already have a content marketing budget and strategy, but now is the time to evaluate it and look if it is still relevant with the current state of worldly events.

Are there Benefits to Business Blogging in 2020?

You may be wondering if blogs are out for 2020.  Are there benefits that your company will get from blogging?  There are benefits to content marketing, which is what blogging is.  It is a digital medium that creates value for your business.

Here is a guide to why you should have a blog if you don’t already, and if you do, then here are some tips to help you get more benefits from your blogging efforts.

You Are an Expert in Your Field

The benefit of blogging is that it helps show that you are an expert in your field and ultimately that you can be trusted.

Blogging is a great way to share knowledge about the industry and other relevant issues.  A successful content marketing strategy is to publish blog article that assert authority as an industry leader and subject matter expert.  It helps consumers build trust and confidence in your brand.  A user who reads your blog has a relationship with you and trusts you.  Building trust before selling them on your products and/or services will increase sales in the long run.

Creating Value

The biggest piece of any content strategy is to add value to the overall customer experience.  The most important benefit of blogging is to create value for your customers.  You want to provide a better customer experience than your competitors.

Blogging gives free information and educating before selling is always a good approach.


Search Engine Optimization (SEO) is more than just a ranking.  It is a long-term approach to make your business visible above your competitor in search engine results.

When you are writing blogs, you want to write them around keywords.  Keywords are a word or phrase that is the major theme in the piece of content.  The work or phrase that is typed into a search engine when someone is looking for something.  Search engines give results based on that keyword.

When writing a blog, you want to use the keyword several times within the blog.  However, keyword stuffing does work against you.  The content will not be of quality when it is stuffed full of keywords.


With content marketing, whether it is blogging or social media, consistency is the key.  If you are not blogging consistently, then you are spinning your wheels.

Businesses that blog consistently can leverage online tools to increase their visibility in searches.  You can generate more blog topics from the searches you find popular among your customers.  This is a great tactic in using blogging to your advantage.

Blogging Can Lead to Conversions

There are three stages when capturing a customer:

  1. The Awareness Stage – The prospect knows they have a problem and that you may have a solution.
  2. The Consideration Stage – The prospect is vetting you against your competitors.
  3. The Decision Stage – They are ready to purchase.

Each stage plays an important role in converting a prospect to a customer.  The benefits of blogging is that it reaches to all three stages.  Tips and checklists can convert customers into the consideration stage from the awareness stage.  It gives them the information about a product or service.

Testimonial content marketing can help a customer into the decision stage as they just needed social proof about your business.  Blogging can push a customer through the lead conversion process without “selling” to them.

The Benefits are There

Whether it is creating or revamping your blog, it can give you the exposure and visibility your brand needs while being cost-effective.  If your blog truly cares about creating value, search engines will pick it up.  A business that has an active blog on its website is more likely to get a visitor to make a purchase.  Blogging is not out for 2020, so get to creating fresh content for potential and current customers.

Strategies to Make Your Content Marketing Work

To have your content marketing work for you, it is best to have a plan.  First, you want to set goals and objectives.  Be realistic with your goals and make sure that they fit with the size of your business.  Next, research your target audience.  What do they like, what do they need, and what are their pain points?  Your targets will also help you set the tone and where you should be posting.  Finally, your plans should set up where to post, what content you will be posting and when you will be posting.  This leads you to a content calendar.

Content Marketing Calendar

A content calendar will give a place to work out your strategy for each platform.  It will help keep you organized and from being repetitive.  In your calendar, you want to have the posts listed by date and time of posting.  An outline of content, images, hashtags (for social posts), and links if needed.  You have a visual map of your plan of attack.


The content is key when it comes to effective digital marketing.  You want to remain focused on your industry and what you have to offer.  You should inform your audience and help solve the problem.

The pressure to post often is there.  Do not give in, if you post just to post it will be clear to your audience.  It will actually have the opposite effect and they will stop engaging with your brand and unfollow.  It is always about quality over quantity.

Mindful of Keywords

Keywords are a necessary tool but misusing and keyword stuffing will negatively impact your SEO efforts.  If you are using keywords in a way that will negatively impact someone’s reading experience, you will lose followers.  Instead of stuffing keywords, use one or two well-researched keywords in your content.

For blogs and other places that you use, images should have alt tags, meta descriptions, and file names to improve your SEO.

Variety of Content

When people think of content marketing, they immediately think of blogs and social.  However, there are many other types of content that you can use in your strategy.

  • Case Studies
  • eBooks
  • White Papers
  • Interviews
  • Infographics

Always Track

Look for content that is getting the most views, shares, and likes to find out what formula works best.  Take it beyond the basics of looking at video over text or images.  Instead, when tracking you should look for patterns.  Look at headings titles for blogs, are how-to’s more popular than guides.  These insights will tell you what your audience wants, and you can create content around giving it to them.

Always be Creating New Content

Don’t let your content fall by the wayside.  Every post helps build your presence and adds to your expertise to attract more potential customers.  It takes commitment to build momentum and once it starts to build that is not the time to let it dwindle.  You have to continue to nurture.

Stagnant content marketing will affect your social media page and your website traffic.  You need to stick with it and use your calendar as a guide.  If you are running out of ideas, look at the industry leaders and get ideas.

Is Your Website Ranking?

You have launched a good-looking website, written good content, and you are waiting for visitors to come and convert into clients.  And it is not happening?  Is your website ranking for its targeted keywords?

Search Engine Optimization (SEO) seems to not be complicated write good content and put in relevant links.  However, the actual practice of SEO is much more complicated than that.  Websites fail to rank for several reasons.  Here is the starting point to help get your website ranking.

What is the Competition?

The more competitive your keywords are, the harder it is going to be to reach page 1 in a search.  This is one of the biggest reasons that a website is failing to rank.  The tougher the competition, the stronger your website needs to be.

For example, a keyword like “real estate” is highly competitive.  The first few results are going to be major players, like Trulia, Zillow, so if you are a real estate agent, your website is not going to come up.


The key to any SEO campaign is to make sure that your site is relevant. Content is the most influential in search engine rankings.  Repeat your keyword phrase several times throughout the page.  However, do not keyword stuff.  You want the content to read naturally, Google will reward you for this and so will visitors.

If your content is short and simple, it might not be substantial enough for Google to view it as a relevant result for your keywords.  Google likes substantial content, your pages should each have about 1,000 words of content for you to see search results.  This is an easy fix; you need to expand on your content and thicken it up.  Check your competitors’ sites to compare length, detail, and quality.

Also add relevant subheadings (H1, H2, and H3) to use primary and related keywords and to break up the content.  This will attract additional search traffic.

On-Page Optimization

If your website has good links, content that is relevant to its target keywords, then it may be the on-page optimization holding you back.

On-page optimization describes the manipulations that can be made directly within the website in order to improve its position and page in the search rankings.  Optimizing content, meta descriptions, headlines, and title tags.

  • Title Tags – They need to be keyword-rich, enticing, concise, and natural
  • Meta Descriptions – It is 155-160 characters that summarize a page’s content using keywords. It encourages people to click through to a webpage.
  • Alt Tags – All of your images and videos need to have alternative text descriptions (alt tags). They allow search engines to locate your page.  With the correct keyword, it can boost your page’s search ranking.  It does need to be short 3 to 6 words and make sense.
  • URL – Should be 50-100 characters long and including a keyword can improve your site’s search visibility.

Patience and Work        

Optimizing your website will take some time, and Google rankings take a little while as well.  However, if you put good SEO practices into work, you will get the long-term results.  These are a starting point for getting better rankings.  However, if you are still struggling with your website ranking, we are ready to help you get your brand on a better page.

Tips to Improve SEO Rankings for Your Businesses Website

In today’s digital age, search engine optimization (SEO) is a key element in creating a successful business.  Consumers use search engines like Google to find answers to their problems in products or services.  So you need your business to be placed in front of them.  Which means that your SEO results need to be good.  Improving your rankings takes some work, here are some tips for improving your reach online.

What is Search Engine Optimization (SEO)?

SEO is the organic way to move your site up in search engine rankings.  The multi-facets are selecting target keywords that you want to rank for, optimizing your pages with those keywords, blogs, and acquiring backlinks.

How Long Will It Take to Improve Your Google Ranking?

A question that is often brought to us at MaxAudience, is how long will it take to increase SEO results?  The answer is that it depends on several factors.  Here are the components that can impact the time it will take to see improvement.

  • Budget – The larger the budget the more you can do upfront to increase results. If you have a smaller budget it will still see improvement, it will just take longer, and you need to be strategic.
  • Skills – Is there someone on staff that can improve the SEO. Do they know what to do to get started?  The more knowledge the faster it can be improved.
  • Current Website – What is the state of your current website? How is the user experience?  Look at the content are all the key topics and information in there?  If your website needs improvement, this will make the Google rankings take longer.
  • Competition – The more competition you have in your industry, the longer it may take for you to increase your SEO How well your competition is doing with their own SEO will also play a role.

Improvement in the optimization process will take some time it does not happen overnight.  However, there are steps that you can take that will improve your chances of being ranked higher.

SEO Website Audit

You will need to start with an SEO website audit.  This will help you identify your site’s strengths and weaknesses.  Once you look over the audit, you can create a strategic improvement plan.  As a digital marketing agency, this is the first step when we begin helping new clients.

Start with the website structure and information architecture.  Then you can move on to content and images.

Site Navigation

Google wants to provide the best search engine experience for its users, so it rewards sites that provide an excellent user experience.  Which comes down to site navigation.  Can a visitor find what they are looking for and then offer the next step.  If a visitor can not then they will leave and that impacts your bounce rate.  Bounce rates impact your search engine rankings.

Having a clear navigational structure is vital for visitors to find what they are looking for.  The navigational menu should be clearly labeled in a way that makes sense to a visitor.  It needs to be clear to them so they will stay and get the information they need.

Unique Content

Having duplicate content can negatively impact your SEO.  Websites that have unique site content are rewarded.  That is why checking your site regularly for non-duplicate content is a good monthly chore.

You want to be sure that portions of your content are not too similar to other site pages.  Common phrasing is often used and you’ve used it on a few of the pages even though they are about different subjects.  Unfortunately, Google does not recognize that they only see duplicate content.

Mobile Optimization

Mobile site optimization is a must whether you are a B2C or B2B business.  Over 50% of all searches come from a mobile device.  The site needs to be easy to navigate and read from a mobile device.  You need to check what your site looks like on a mobile device.  If your site has been around for a while, you will need to consult with a web design company to make your site mobile friendly.

High-Quality Content

Content is king!  Consistent, high-quality content plays a critical role in increasing search engine optimization. There is nothing more powerful than great content.

The content needs to be well written however; it needs to be useful to your target audience.  If your website content does not provide value for the user, then it will not help you with conversions or rankings.

Implement and Improve

These are some tips to help improve your SEO right away, but it is not the entire list of what to do.  There are many moving pieces that have to be aligned so that Google will rank you on the first page.  These tips are a great way to get started and you will see improvement when implemented.  However, if you are not able to make the changes or have the time, then work with a digital marketing agency that has a proven track record on Search Engine Optimization and improve your businesses bottom line.

Content Marketing Trends Every Advertising Agency San Diego Should Follow

Content is what connects your brand with your customers – it plays a role in how the customers regard your brand and whether they pay attention to it or ignore it. Content which is meaningful and relevant to your audience could open their hearts and minds to your brand and therefore make them willing to hear you out. Advertising Agency San Diego relies much on quality content than anything else.

If you can achieve this authentic connection with your audience through original, focused content, your results will grow exponentially.

Top advertising agency San Diego makes elaborate plans to align your content with business goals

While making plans to populate your blog with content aimed to engage your customers, a far-sighted creator would focus on your business products but also on making content valuable to your target audience.

You just cannot throw social content spaghetti upon the virtual walls of social platforms like, Facebook, Instagram, Twitter, LinkedIn, etc.

The customer has become highly knowledgeable in 2019 and your half-hearted, lazy efforts would not make any difference. Content marketing agency San Diego refrain from click baits in 2019, as it’s no longer very effective.

Consumers have become wise decision makers. Thus only with original and insightful content will you be rewarded with organic reach.

Your loyal audience will promote your business by sharing your content with colleagues, family, and friends.

Voice search optimization – something to consider as a content developer

Most content creators solely focus on keywords for SEO purposes and of course it’s a big part of digital marketing today, but with growing AI technology, voice recognition tools, etc that are coming into existence can you ignore voice search like, Amazon Echo, Google Home, Siri, etc? No, you cannot.

If you intend to optimize your content, pay attention to how verbal searches would find your content. So, start thinking about what they will say and not just what they would type! Best SEO Company San Diego take voice searches very seriously.

Marketing automation – Prompt responses to your loyal customers with custom messages

With growing numbers of your customers it might be hard to respond to each one of them in time. Moreover, to maintain the positive reviews, it is important to protect your customer base.

Staying active by means of marketing automation gives your customers a sense of connectivity with you. They will choose you against your rivals just because you take them seriously.

Your automation software will alert you when you need to respond to a query; meanwhile, it will deal with the client with its AI generated responses.