Improve Search Engine Ranking – Are You Showing Up?

Improve Search Engine Ranking – Are You Showing Up?

When is the last time you clicked past page two on a Google search? If you can’t remember, it’s because you’re one of the 91 percent of people who don’t click past the first few pages of search results. Now, think about what that means for your business—it’s definitely worth investing in an SEO strategy that will position your company in front of the people who are searching for the services you provide.

To improve your search engine ranking, however, is easier said than done. Google’s algorithms continue to evolve so you’ll have to adjust your strategy as you go. With the right approach, you can significantly increase the amount of new business you generate online. Read on for a few tips and tricks to help you master the SEO puzzle.


Claim Your Space

Claim your Google My Business (GMB) listing and ensure all information is complete and accurate. Since 69 percent of searches are location-specific, Google uses GMB data to help make search results more accurate and relevant.


Dust Off Your Writing Handbook

Write content on your website that is useful and relevant to the products and services that you provide. If you bait people with preview text only for visitors to discover your content isn’t what they were looking for, your bounce rate will increase and Google will demote your site. Make sure your content is easy to read, error-free and valuable to your target audience to boost your SEO ranking.


Save the Stuffing for Thanksgiving

Do not—we repeat—do not “stuff” your pages with keywords. Valuing quantity over quality is an ineffective approach that can result in a Google “timeout” which could negatively impact your ranking. Instead, ensure every page has an H1 tag that includes a relevant keyword.


Encourage Visitors to Stay a While

Make sure each page’s content links to other pages on your site when it makes sense to encourage visitors to spend more time on your website. In addition to helping them gain a better understanding of your services, it tells Google your business is legitimate and your site is relevant to your target audience.

Mastering SEO takes time and experience. While these tips can help you organize your strategy, don’t think of SEO as a set-it-and-forget-it task. Protect and improve your search engine rankings with weekly proactive maintenance and monitoring.

If you prefer to leave SEO to the experts (and we highly suggest you do), Marketopia offers specialized marketing options that can supercharge your digital marketing beginning with—but not limited to—SEO digital marketing jet packs.

I’m Ready to Jump to Page One on Google


How to Write a Press Release That Gets the Media’s Attention

How to Write a Press Release That Gets the Media’s Attention

Want to engage industry and local media? A well-crafted press release is a tool for positioning your brand in front of a larger audience via press coverage. It’s a short piece with a simple structure, but the writing should be anything but basic. If you want to give your press release legs, you’re going to have to package your story in such a way that a busy journalist sifting through hundreds of emails will feel compelled to stop and read it—and it should be so well-written that they don’t think twice about publishing it.

Follow these three steps for writing a press release that actually gets published so you can share your company’s great news with the world.


Figure Out the Un-Boring Angle

Before you write a press release, ask yourself, “Is this newsworthy?” When you’re the size of Microsoft or Apple, even the latest bug fix or minor update is news. But as a smaller technology business, you have to figure out a way to make reporters care. To do that, ask yourself if your story has one of these elements journalists care about:

  • Competition—the best stories normally involve some type of conflict. Are you bold enough to call out a competitor’s approach and serve up a better alternative? Are you a little guy raking in more of your fair share of market revenue? These are the types of conflicts that can snag a reporter’s attention while maintaining a positive image for your brand.
  • Geographic location—reporters typically cover a specific area so if you can tie your story to a geographical location and show that it’s relevant to the people who live there, it will give your press release legs.
  • Extremity—as in the new and the next, the best, latest, greatest, most, cutting-edge—if you can apply one of these superlatives to your story, it’s probably newsworthy and will get some attention.


Write a Killer Headline

The only thing harder than finding a newsworthy story angle is writing a headline that will actually inspire a journalist to open your email. Make no mistake—this is the most important part of your press release. Think about the number of emails a reporter gets in a day—even if you’ve figured out the perfect angle and crafted an outstanding press release, no one will read it if your headline doesn’t capture his/her attention. A few tips for writing a great headline:

  • Keep it short—tease the story without going into granular details. An air of mystery makes the story worth reading.
  • Be clear—steer clear of gimmicks and avoid forcing your wit.
  • Be accurate—the easiest way to irritate a journalist is to send them a story that has nothing to do with the headline. Do this too often and they will simply mark your emails for their junk folder.
  • Write for the front page—think about headlines that make you pick up a newspaper or magazine, or click on a story online. Ask yourself who cares and why, then model your headlines after those stories.
  • Use active voice—passive voice is both uninspiring and wordy. Plus, journalists will assume the press release will need too much editing and skip it.


To. The. Point.

Immediately. Forget about the standard 5w order. The first few sentences should answer:

  • Who
  • Who cares
  • Why
  • Where
  • When


Establish the newsworthiness first, then filter in details that pull the story together. Think of crafting your press release like a meal at a fine restaurant: serve up a piping hot appetizer—the first paragraph—that is delicious enough to get everyone excited for a meal but not filling enough for them to feel satiated. Then give them the meat and potatoes—story details and relevant quotes to make up the body of your story. Offer dessert at the end—additional information that adds to the story but isn’t required to make your point.

Writing a press release can be challenging when you’re busy running a business. If you don’t think you can add one more thing to your plate, you may need a partner that can help you refine your public relations strategy. Marketopia—the IT channel’s leading marketing agency for vendors, service providers and other industry partners—can help you communicate more effectively. For more information about how Marketopia can help you master public relations check out our vendor marketing solutions. You can also reach us at 844-4U2-Grow (482-4769), ext. 806, or email us.


Why You Need to Invest in Social Media Marketing—Now

Why You Need to Invest in Social Media Marketing—Now

Want to accomplish your marketing objectives? Start taking social media seriously. When you’re running a business, social media management tends to take a backseat to other priorities. But, today’s savvy marketers know that the easiest way to consistently refresh your lead pool is to integrate social media into their marketing plan.

Facebook, Twitter and LinkedIn all offer multiple forms of paid social media opportunities. While organic content still has value, paid social media advertising is critical to the success of your overall digital marketing strategy. Read on to find out why.


You Can Only Get So Much for Nothing

The sheer amount of content available online reduces the likelihood of organically reaching users who need your services. We’ve all been riding the wave of organic reach, but social platforms—Facebook especially—are making it more difficult to engage with their followers for free. This means you have to “prove” your content is relevant by paying to get your it to a targeted audience.


Your Grandma Isn’t Buying Your Services

It’s going to take more than moral support from your family and friends to rake in revenue from social media–you need to position your brand, services and promotions in front of the people who actually need them. Paid social media advertising is a cost-effective way to expand your brand awareness online, with the added benefit of allowing you to target key demographics.


You Need to Drive Action

Paid social media ads empower you to drive user response and boost online engagement by including call-to-action buttons. Whether you want them to call you, visit your website, fill out a form, watch a video, read a blog or download a whitepaper, paid social media is the most effective way to herd people to specific places online.

Paid social media is a vital component of any comprehensive marketing campaign. But, before you dive in, you have to consider the elements of an effective strategy—the creative costs of building and integrating social into your digital marketing plan, establishing an effective budget based on the available options on each platform, plus the time and diligence required to execute, monitor, report and analyze the results.

If you don’t have the staff to help you maintain your social media, you should turn to a partner that can help you monitor and manage your platforms. Marketopia—the IT channel’s leading marketing agency for vendors, service providers and other industry partners—can help you develop an effective social media plan to build your brand and generate leads. For more information about how Marketopia can help you master social media advertising, check out our MSP marketing solutions. You can also reach us at 844-4U2-Grow (482-4769), ext. 806, or email us.