Inbound Marketing Blog

Keywords have traditionally been the focus of Google and other search engines since the mid-nineties. So after twenty-plus years of focusing search engine optimization efforts around a short list of keywords to work on and rank for, times have changed. With updated Google algorithms, the focus is no longer just on keywords, although those are still relevant. The greater focus is on topics that answer the questions that users are searching for via  desktop computers, mobile devices, and voice command devices. Let's delve into what this change means for you.

It seems like every other day I’m getting an email about why link building is dead or a new strategy on how to do link building. I’ll admit, I don’t read about 90% of those emails (mostly because they’re from questionable sources). But every now and then, an email will have a catchy, humorous, or interesting subject line that beckons me to open. Most of the time, the email or link in the email is to hire that company to do link building. Slightly ironic considering we do that ourselves at Tribute Media, but also making their email irrelevant to me since I don’t need those services. But I’m getting ahead of myself. Let’s take a step back.

Truth be told, I’ve never fancied myself a writer. I would classify myself as a reader--someone who enjoys reading fiction and non-fiction book, blogs, and stories. I’m not bad at writing, and I don’t dislike the thought of having to write a blog or any kind of content to be put on the internet, I just never thought of myself as a writer in the way I had perceived that title.

Client: "I want to rank for the keywords X, Y and Z."

Of course, the answer is “it depends.” You'll need to evaluate your goals, budget, timeline, and a few other factors to ultimately decide. Think of it as trying to choose what type of car to buy. You have to take into consideration what kind of commuting you will be doing, how many people will be riding in your car, and of course, your budget. You certainly wouldn't buy a Toyota Prius if you're going to be driving on snow-covered, unpaved roads during winter hunting trips, or if you have more than three kids you need to drive around. The better bet would be to look at crossovers and SUVs.

As you take into consideration what your advertising needs, before making a decision, let’s quickly review what each paid advertising method allows you to do.

Display Advertising can be a powerful tactic to drive brand awareness for your company. With its ability to re-engage past customers and launch new products and services, it’s certainly come a long way. Out with those old neon signs, and in with the new digital ads. 

Google Shopping debuted as Froogle, in 2002, as a product price comparison site that used the Google search algorithm and indexing to differentiate itself from other sites that offered the same service. In 2007, Froogle became Google Product Search and then it changed names again in 2012 to finally became Google Shopping. Today, it is one of the favored features Google has to offer users, as it generates 85% of all clicks on Google Ads.

Your website might be the most beautiful in all the land, with content so rich it makes your competitors tremble in fear. That's great, but if the back end of your website runs like a 1985 Yugo, Google is likely to give your site the big thumbs down when it comes to organic search results based on their Summer 2021 core algorithm update.

But do not fret just yet. Google provides several tools that gives you everything (well, almost) you need to fix, and eventually prevent errors.

Amazon, that online bookstore that started in 1994, is now a formidable player in the digital advertising world. How and when did this happen?

Using pay-per-click is a great way to support your organic search engine marketing efforts and focus on keywords and topics that might be harder to rank for due to competition or if you are trying to attract visitors to a specific offer or event. That being said, it can be downright frustrating to determine how much of your marketing budget you should commit to any specific PPC campaign, because unlike companies like Google, Amazon, or Facebook, chances are, you don't have unlimited funds.

What is the best way to set budgets for ad spend and allocate specific amounts for individual campaigns?

It's easier than you think.