But which one is better? 

Facebook ads or Google Ads (formerly Google Adwords)?

Which one is more effective?

And which one should you use? Or should use both? 

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Every advertising situation is unique. And to answer these questions correctly depends on many variables, such as: 

I will outline the differences between both platforms, which one is better suited than the other by going through several scenarios and examples. Use these scenarios to apply to your current situation. 

So my goal with this post is to help you understand both platforms' strengths and weaknesses and give you additional ideas for targeting potential customers and to make better decisions for your own campaigns.

Ready?  Here we go…

A note before we get going - when we reference Facebook Ads, we’re talking about both Facebook and Instagram Ads. Facebook owns Instagram, and when you run ads on Facebook, they run on both platforms. 

Using Facebook for Your Target Audience

Scenario:
Imagine you run a boutique clothing store that specializes in trendy, eco-friendly fashion for young adults. Your primary target audience includes environmentally conscious individuals aged 18-35 who value style and sustainability. 

Why Facebook Ads?

Using Google Ads for Your Target Audience:

Scenario:
Suppose you own a plumbing service that provides emergency leak detection and restoration in a specific city. Your target audience includes homeowners and landlords who need immediate plumbing services.

Why Google Ads:

Using Facebook Ads Based on Budget:

Scenario:
You run a small online jewelry store with a limited marketing budget. Your goal is to increase brand awareness and engagement without spending a large amount of money.

Why Facebook Ads:

Using Google Ads Based on Budget:

Scenario:
You own a local law firm specializing in criminal law. Your primary objective is to attract clients who are actively seeking legal advice or services in this niche. Keep in mind, Google offers two core ad solutions: Google Ads and Local Service Ads (LSA). The former is pay-per-click (PPC), and the latter is pay-per-lead. Google only offers LSA in a small niche of industries (e.g. plumbers, lawyers, electricians, appliance repair, etc). (read our related case study comparing cost per lead for attorneys with Google ads vs Local Service Ads (LSA)).

Why Google Ads:

In both scenarios, the choice of platform is influenced by the nature of the product or service offered, the target audience, and the specific goals of the advertising campaign, all while considering the allocated budget and desired cost-efficiency.

Using Facebook Ads for Specific Objectives:

Scenario:
You are launching a new line of fitness apparel and want to create brand awareness and engage with a community interested in fitness and wellness.

Why Facebook Ads:

Using Google Ads for Specific Objectives:

Scenario:
You run a software company offering project management tools and your objective is to generate leads and conversions from businesses looking for such solutions.

Why Google Ads:

In both examples, the choice of the advertising platform aligns with the specific objectives of the campaign: Facebook for creating brand awareness and community engagement, and Google for targeting high-intent users for lead generation and direct conversions.

Using Facebook Ads for Specific Ad Formats:

Scenario:
You own a travel luxury travel company that specializes in tailor-made itineraries and wants to showcase the beauty and excitement of your trips through engaging visual content.

Why Facebook Ads:

Using Google Ads for Specific Ad Formats:

Scenario:
You run an online electronics store and aim to drive sales through ads that directly link to your product pages with clear pricing and product information.

Why Google Ads:

In both scenarios, the choice of the platform is aligned with the type of ad format that best showcases the product or service. Facebook is chosen for its strength in visual and interactive content, ideal for creating a desire for experiential products like travel. In contrast, Google is preferred for its direct, information-rich ad formats that are effective in driving sales for product-based businesses.

Understanding user intent is vital in choosing the right advertising platform. Facebook and
Google caters to different types of user intents, and here are examples to illustrate when to use each platform:

Using Facebook Ads for Specific User Intent:

Scenario:
You run a lifestyle brand that sells eco-friendly home decor. Your target audience isn't necessarily actively searching for your products, but would likely be interested once they see them.

Why Facebook Ads:

Using Google Ads for Specific User Intent:

Scenario: You own a personal injury law firm. Potential clients in need of your service are likely to actively search for attorneys only when they are in an accident.

Why Google Ads:

In these examples, Facebook Ads are chosen for their strength in reaching users based on interests and behaviors, suitable for products or services that benefit from discovery and visual storytelling. Conversely, Google Ads are preferred for targeting users with immediate, specific needs, making it ideal for services requiring urgent solutions.

Understanding the competitive landscape is crucial when choosing between Facebook and Google ads. Each platform has its own dynamics in terms of competition, and here are examples to illustrate when one might be more suitable than the other based on competitive focus:

Using Facebook Ads with a Focus on Competition:

Scenario:
You own a boutique fitness studio that's entering a market with several established gyms and fitness centers.

Why Facebook Ads:

Using Google Ads with a Focus on Competition:

Scenario:
You run a local home appliance repair service. The market has several well-established competitors who have been serving the community for years.

Why Google Ads:

In both scenarios, the choice of the platform is influenced by how best to position and differentiate your business in a competitive landscape. Facebook is chosen for its strengths in building brand identity and engaging with competitor audiences through creative content, while Google Ads are preferred for targeting users actively searching for services, including those of competitors, and capturing immediate demand.

In conclusion, the choice between Facebook and Google ads depends on your specific business needs, target audience, and advertising objectives. 

In general, use Facebook ads when your goal is to build brand awareness, engage with a specific demographic based on interests and lifestyle, and create a community around your brand through rich, visual content. Facebook is ideal for products and services that benefit from discovery and storytelling. 

On the other hand, choose Google Ads for targeting high-intent users who are actively searching for specific products or services. Google Ads excel in direct response marketing, lead generation, and reaching customers with immediate needs, particularly effective for businesses offering solutions to urgent problems. 

However, for a comprehensive marketing strategy, consider using both platforms. 

Combining Facebook's strength in creating brand awareness and community engagement with Google's ability to capture active searches and immediate needs can provide a well-rounded approach, maximizing reach and effectiveness in your digital marketing efforts.

You see if you can tell Google and Meta (i.e. Facebook, Instagram) specifically which people are converting on your site, each of those platforms then know precisely who to look for and will find more of just those people, avoiding the looky-loos and, thus, saving your ad spend and increasing your profit. 

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Each ad platform knows where customers are going each day, what stores they shop at, what they buy, what websites they visit and what they do on those sites, how long they engage, and other signals. The ad platforms also know who will likely complete our desired conversion actions if we tell them.

So, to leverage all that behavioral data and help Google and Facebook find the people that convert for us, we have to push back our ideal conversion actions from our website using Google Tag Manager (GTM) in combination with Google Analytics (GA4).

A good analogy for GTM is this:

GTM is like a fisherman's net. If it has holes, fish (customer conversions) slip through unnoticed, leaving you without crucial data. This means you won’t know how many fish you’ve caught, where the best locations were, or what kind of fish you were catching.

The consequence of not accurately recording conversions:

Ready to learn more?

Buckle up and read on because what I share below can be a game changer for your profitability and sales for ad campaigns on Google and Facebook.

Why Using Google Tag Manager (GTM) Is Essential

Without using GTM and GA4, you are limited in what you can track, and thus your campaigns will be limited. The majority of websites already have GA installed, but many of those same sites are not using GTM.

What is GTM?

It is a tool that Google created that allows website owners and marketers to manage and implement various types of tracking tags (e.g., GA4) on their websites without having to modify the website's code directly. 

Tags are snippets of code - in our case, GA4 - that collect data and send it to third-party tools or platforms, such as Google Analytics, Facebook Pixel, Google Ads, and many others, to track user interactions and behaviors like clicks, gather analytics data, and implement various marketing functionalities.

What is Google Analytics (GA4)?

In comparison, Google Analytics, specifically GA4 which stands for Google Analytics 4, is like a super-smart helper for websites.

A lemonade stand as an analogy of GA4:

Imagine you have a lemonade stand and want to know how many people stop by what kind of lemonade they like the most, and what time they usually come to buy it. GA4 does something similar but for websites.

When someone visits a website that uses GA4, it keeps track of things like how many people visit the site, which pages they look at the most, and how they found the website (like if they clicked on a link in Google or on social media). This helps website owners understand what people like and don't like about their site, so they can make it more effective and more interesting for visitors.

GA4 is the latest version from Google, which means it has the latest features compared to the older versions. 

Why Is GTM, GA4 Essential to Campaign Success and Profit?

Using GTM with GA4 provides a more flexible and powerful way to gather data, allowing for more sophisticated tracking setups that are impossible just for GA4 alone, or just the Facebook pixel.

However, it's important to note that GTM is a tag management system that does not track user data itself; it enables the implementation of tracking tags (like those from GA4) to be more efficient, effective, and manageable.

Remember, the more meaningful conversion actions you can track, the more of those types of people your campaigns can find to produce more sales. 

And there are far more actionable actions you can track using GTM plus GA4, which means you can improve the leads and sales results of your ad campaigns. 

Plus, it's not uncommon that the desired conversion action often happens on a different website from your main site, and you can’t track and push those conversions back to your campaigns with just the pixel. 

For example, this happens with restaurants that use a different site for their online ordering, or with spas and salons that use a different site for online appointment reservations. 

Here’s an example of the Five Guys restaurant near me. The URL of the page is, https://restaurants.fiveguys.com/32195-temecula-parkway

But when you click the Order Now button, you are taken to a new website URL to order which is a subdomain of the main URL, https://order.fiveguys.com/location/five-guys-redhawk/menu/burgers

And it’s these 3rd party sites that process online orders where it’s common that you cannot track the actual sales conversions and push the data back to your campaigns. 

But if you’re using GTM with GA4, you can track the Order Now button clicks before they reach the subdomain and push those data back to your campaigns. Button clicks are about as close as you can get to a completed order before the visitor leaves your main site.

Benefits of using GTM to track conversion actions:

List of trackable conversion actions:

Examples of Website Conversion Tracking for Leads, Sales

Below are examples in different industries where we track various behaviors and push these data back to each respective platform with GTM and GA4.

Tracking Restaurant Online Orders

Below is a table showing the Google Ads campaign conversions for a fast-casual restaurant with 8 locations. 

Similar to the Five Guys example above, this restaurant uses a second platform that visitors click through to from its website to complete online orders. But that the second platform doesn’t allow us to track conversions all the way to the end.

But with GTM and GA4, we track the “Order Now” button clicks, which is almost the same as a completed order.  And it is these data, along with button clicks for driving directions, that we push back to the campaign to act on to find us more of these same people. 

So, from the table above, we can see we’re getting $1 - $4 per conversion from our Google Ads campaign for this restaurant (related post here on running successful Google Ads for restaurants and another helpful post on how to set up successful Facebook ads for a restaurant).

Tracking Leads for A Spa and Salon - Reserve Now, Phone Calls, Driving Directions

This next example is for a spa and salon landing page. Like the restaurant example above, the book online appointment function was on a separate site from the landing page. However, we could not push the data back to our Google Ads campaign from the online booking site. So, instead, we tracked the following conversions:

And with Google Tag Manager, we can differentiate each one of these different button clicks (i.e., conversion actions). 

Tracking Leads for a Restaurant’s Open Table Reservations, Driving Directions, and Phone Calls

Many higher-end restaurants use Open Table reservations and embed the “Reserve Now” Open Table widget on their website. 

Wouldn’t it be great to track those reservations outside of Open Table and feed the data back to your ad campaigns on Facebook and Google? Using Google Tag Manager and GA4, you can track this. 

And because this restaurant had a lively bar scene, we also tracked driving directions requests and website click-to-call. 

Tracking Lead Generation for Attorneys

Here’s an example of a personal injury attorney website where we’re tracking form submissions and sending that data back to the Google Ads campaign.

Below are the weekly conversion actions (form submissions) from a Google Ads campaign that is chasing conversions, not clicks. 

So whatever behavior you want to track and optimize for, you likely can.

And then, when you have enough conversion data pushed back in your Google Ad account (30 conversions in the last 30 days) or Facebook Ads, you can focus on producing more conversions and not just clicks, impressions, or brand awareness. 

Each platform has campaign objectives that focus on conversions.

Setting Up The Digital Plumbing - Google Tag Manager (GTM)

Ideally, your digital plumbing is set in place before any campaigns are turned on. This all starts with adding the Google Tag Manager code to your website and configuring GA4 in GTM. 

Below is a general outline of how the process works step-by-step. I do not go into all the details since your situation is unique, so refer to the Google Tag Manager and Google Analytics links below for more details. 

Heer's how to verify the code is installed and working. 

After you click the “Preview” button, GTM will open a new tab with your website loaded on it with a popup that shows if GTM is now connected.

For our conversion trackin, we will use Google Analytics (i.e. GA4) as the tag. Here are specific instructions from Google on how to set up Google Analytics with Google Tag Manager.

So, at this point, we have GTM installed and verified, and Google Analytics installed and verified and working with GTM. The fun part is next - configuring our specific conversion events. 

To set up Triggers. 

Triggers are Events that happen on your website through the Google Analytics Tag. For example, conversion events such as button clicks, form submissions, video views, specific page views, etc). Here is more information on how to set up Triggers that you want to track.

From within GTM, click on Tags, then New.

Now you will see a screen like this - click on Tag Configuration:

And here’s where we choose Google Analytics as the Tag which we configured in an earlier step: 

Once you have designated Google Analytics (GA4) as the Tag, now we can set up our desired triggers (i.e., conversion actions).

Once you click on Choose Trigger Type, you will see all the options for tracking behaviors that are associated with our GA4 tag. The below screenshot only shows a handful of these trigger types. 

I highlighted with red arrows a few that stand out - Form Submissions, YouTube Video, Just Links (the above screenshot is only a partial list).

So let's say you want to track Form Submissions of a newsletter signup, the Form Submissions trigger type option is where you can set that up as a conversion action. 

Or perhaps you have embedded YouTube videos on your page, you can use the YouTube Video trigger type to identify site visitors who are watching your embedded YouTube videos as conversions. 

Or perhaps you have links to your “order now” pages that go to a separate website, you would use the Click - Just Links to configure those specific link clicks as conversions. 

Or maybe you have a chat widget on your site and want to track people who click on the “chat now” button - that’s a link click that you can track too. 

Summary

In conclusion, the key to unlocking maximum profit potential in your Google and Facebook campaigns lies in the strategic use of Google Tag Manager (GTM) and Google Analytics (GA4).

By meticulously tracking the right conversion actions and feeding this data back into your ad campaigns, you can significantly enhance the efficiency and effectiveness of your advertising efforts.

GTM and GA4 not only offer you the tools to capture crucial data but also the flexibility to tailor your tracking to the specific needs of your business. Whether it's tracking button clicks, form submissions, or more complex interactions, these tools ensure that every aspect of your customer's journey contributes to a more informed and profitable advertising strategy.

So, implement these powerful tools, track the conversions that matter, and watch as your campaigns transform into high-performing, profit-generating machines. Embrace the change, and the results will surely follow.

However, the client added new features and design elements to his pages to improve the social proof and grow the site's conversion rate.

But what happened next was NOT good.

With these new website changes, Google punished the site with a huge decline in organic traffic. Keep in mind that organic traffic was the 1^st or 2^nd largest channel of online sales, so the change negatively affected sales and profit.

So, Why Did Traffic Drop?

On Oct 15^th, nine pages failed on Core Web Vitals (CWV) – these are the ones the client added features to (specifically some gifs that were not lazy loaded). Seventy-five percent (75) of the site’s traffic is from mobile devices so failing Mobile CWV killed mobile traffic and sales.

We then removed these new features and submitted the fix to Google via Search Console, and CWV scores came back up within days, along with the traffic. 

The specific issue causing the drop in Google traffic was a change in stability as a result of a Content Layout Shift (i.e. CLS) that increased. 

What is A Content Layout Shift (CLS)?

CLS occurs when you open a page on a website, and for a split second, the layout shifts. The problem with this is that low stability leads to a poor user experience. For example, the page loads, and you go to click on a button, the button moves, and you miss the button. This is common when you “fat finger” an action on mobile and do something you didn’t intend to.

But the good news is that once you fix the CWV issue, traffic will likely come back. And it did in our case, too. Google taketh, Google giveth.

Once the CLS issue was resolved, the mobile clicks skyrocketed back up.

What Are the Core Web Vitals (CWV)?

Google measures 3 variables in CWV for mobile and desktop (you can read more here from Google). Your score is different for each device type. But it’s designed to test your site on desktop and mobile for fast loading and good user experiences. Mobile is the hardest to score high on as Google simulates your site on an old mobile phone. The CWV variables are:

If your site has never done well on CWV, you likely haven’t experienced an increase or decrease in search traffic with any changes like this.

But, if you’re in a competitive niche, like the site example above, your competitors are likely focused on CWV, so you should be too, or risk being left behind with lower SEO traffic and sales.

How To Test Core Web Vitals?

There are a number of free tools out there, and Google provides a free tool here: https://pagespeed.web.dev/. Just paste a URL, and you’ll get a score back in a few seconds. Run your competitors through it to see how they are performing. And if you’re ranking lower, low CWV scores may be partially to blame.

Also, use Google Search Console’s Page Experience and Core Web Vitals reports. Hopefully, your report looks like this:

And does not look like this:

What Do I Do If My Core Web Vitals Fail?

If you fail in your core web vitals, the first step is understanding what failed and why? Was it desktop or mobile, or both? 

From there, you need to identify what, if any, issues you can resolve. Likely, you will need a developer or SEO to help improve your scores. But if you're using a WYSIWYG (what you see is what you get) type theme, you will have some limitations on what you can do to impact faster load times.

One common issue, however, is large and slow-loading images. Ensure your images are optimized for SEO – lazy loaded, the right size for the slot on the page, and in a next-gen format (webp). These changes are usually easy and you can earn some easy wins. 

But for many issues, such as DOM script too long, you likely need to bring in the right help – an SEO, a technical web developer, or perhaps even talking to your web host, as hosting also affects performance.

The bottom line is, that the more competitive your niche, the more important CWV is to your SEO success. 

Takeaways

Google's Core Web Vitals (CWV) are not just technical jargon. They are crucial for your website's success, particularly in SEO.

Our example illustrates how failing to meet these standards can significantly drop traffic and sales, especially on mobile devices.

But the good news is that addressing these issues can bring your traffic back once a fix is in place. As a small or medium business owner or manager, you can't afford to ignore CWV.

With a majority of web traffic now coming from mobile devices, your site's performance on these platforms is paramount.

Don't let your competitors get ahead—start by testing your website's CWV scores using tools like Google's PageSpeed Insights and Google Search Console.

If you uncover CWV issues, consider enlisting the help of SEO experts to optimize your site. This is not just about keeping up with Google's standards; it's about ensuring the best possible experience for your users, which in turn drives sales and growth.

Don't wait until it's too late—take action now to secure your website's future success.

Contact us for a comprehensive CWV analysis and personalized improvement strategies tailored to your business. Let's turn this challenge into your competitive advantage!

If you don’t do this, it’s hard to say when Google bot will crawl your site again and index that content. And if Google is unaware of the new content, it won’t show in search results. 

So here’s how to make Google aware of a new page of content: 

Login to Google Search Console. Once in GSC, submit the URL as below.

Google will crawl the page immediately and tell you whether it’s indexed. If it is, you will see something like below.

Now at this point, if this was a new page, you don’t need to do anything else - Google has indexed this content already. 

However, if this an older page and the content was recently updated, then you would click the “Request Indexing” link that is to the lower right of the red box to let Google know to re-crawl the page.

Keep in mind that even if your page or blog post is not new, there is a chance that Google has not indexed it just as if the page is brand new. Either way, you will see something similar to this: 

Click Request Indexing to notify Google that they should crawl and index the page. 

Keep in mind, Google bot marches to the beat of its own drum so it’s hard to say precisely when Google will crawl and index your page but at least you’ve notified it. 

Here’s the process. 

Within Google Search Console, click on Search Results, and then Export and choose Google Sheets.

You will end up with a Google Sheet similar to this: 

Click on the Pages tab and filter for all those pages that are between positions 11 - 13. You can choose whatever position range you want, but you want to filter for pages that are within reach of the first page. Below we found 16 pages between positions 11 and 13.

So now you have your page 2 list, let’s start identifying what we can do to improve the rankings. It’s a good idea to start with those pages with the most clicks and impressions, since they have the most potential. 

As an example, I am choosing the first page listed in the above screenshot. Find this page and click on the listing as shown below.

Then Export to Google Sheets.

Now you will in Google Sheets all the search terms that Google is showing that page for in organic search results. You will see something similar to this: 

Now filter this keyword list for terms between positions 11 and 13. But if your list is not long, expand the positions you’re filtering for. 

Now you can see all those terms between positions 11 - 13 for the page we’re interested in. This process has a couple of benefits for SEO. 

So from here, you go through the process of asking yourself:

Here’s a related post on how to improve your older page content to improve SEO and another post on how to choose keywords for SEO.

Often the culprit is that the content is outdated. 

Below is an example of a page that dropped on average position. After studying the pages that jumped ahead of this page in Google search results, we discovered the page needed updated content. Then when we updated it with new content, and the page popped back up to position one. 

Sometimes it’s that easy.

To find pages that have trended down, click on the Search Results. Click on the Pages tab and sort by Clicks or Impressions in descending order (see image below).

Then, click through to one page.

Once on a single page, click on the queries tab to see the search terms and click through on the search term you're most concerned about to see the trending charts on clicks, impressions, and average position (as in the below line chart showing average position for a specific keyword). 

You can change the timeline to see longer time frames going as far back as GSC will allow, which is 16 months (in the good ol’ days of Google Search Console, there was no time limit on how far you could go back…sigh).

But before rushing into concluding a drop in trending clicks, impressions, or average position is the result of outdated content, run through this checklist:

You can also use the Google Sheet from above to help you identify anchor text phrases you should use to link to a post internally. 

Here's the example we used earlier. Make sure you are looking at the top-ranking keyword phrases on page one only. In the example below, I would consider using the top 4 keywords as anchor text from other blog posts back to this page as long as they aligned with my target topic and keyword of that page. 

In conclusion, Google Search Console (GSC) is not just a tool, but a strategic partner in your SEO journey. 

Using GSC's data export feature, you can uncover the hidden potential of pages ranking on the second page of Google. With some optimization, these could easily rise to the coveted first page, boosting your site's visibility.

GSC's ability to analyze click and impression data allows you to identify and rectify pages that have experienced a drop in rankings over time. This could be due to various factors, such as algorithm updates, SERP changes, technical issues, increased competition, CTR drops, and seasonal fluctuations.

Furthermore, GSC helps you optimize your internal linking strategy by providing search term data. Using this data, you can strategically use keywords as anchor text when linking internally, further improving your rankings.

In essence, Google Search Console provides a comprehensive overview of your site's SEO performance. It empowers you to identify optimization opportunities, monitor rankings, unearth issues impacting performance, and ultimately enhance your site's organic visibility and traffic. Therefore, it's a vital instrument in any SEO toolkit, guiding you toward a successful voyage in the vast ocean of Google's search results.

Misconceptions and Mistakes About SEO

SEO Strategy for Traditional Marketing Agencies

Content Plan, Roadmap: Good SEO starts with a plan. 

And that plan starts with the content you will produce regularly, backed by keyword research and data. 

The two core areas you will create content for are your service pages and the type of work you offer. And then the content for blog pages.

Your Service Pages provide clear information about your company's professional marketing services. The primary objective is driving conversions (e.g., sign-ups, consultations, purchases) and lead potential clients/customers through the sales funnel.

In comparison, Blog Pages provide readers with valuable, relevant, and often informative content. The primary objectives are driving search traffic to your site, improving your website’s SEO, establishing authority in a field, engaging the audience, and indirectly nurturing leads.

Topic and Keyword Research

Service Pages:

The goal is to uncover keyword variations around your professional services and which keywords you should create content for. 

For example - you may specialize in healthcare marketing. Below is an example of the keyword volumes around various marketing and advertising professional service terms in healthcare for your Service Pages. 

Blog Pages:

Blog content focuses on helpful informational content. Here’s an example of keyword research for terms related to marketing topics in the healthcare industry. Blog search terms are often long-tail, meaning 3 to 4 or more terms are in the phrase. Questions are also common - people ask questions constantly, so producing content around questions makes for great blog content.

Page Organization: Create Silos of Content

Your site content needs to be organized. 

The analogy we use for this is similar to grain silos. So, what does that mean for your website?

Suppose you provide traditional marketing services, including Branding, Advertising, and Websites. And then let’s assume you provide professional marketing services to the following industries: real estate, retail, legal services, and spas. 

You would have a site structure similar to the below infographic. With the pages at the top focused on the core services, then below that, pages that are focused on core services with the industries you serve. (you can read more about silos in our posts about internal linking and WordPress categories for better SEO). Each of those pages in the silo has content specific to that service and industry. 

Writing Your Content for SEO

Write for humans first, search engines second. Write naturally. Do not force keywords into your content.

And content quality is essential. Ensure your content is well-written, informative, and provides value to your readers. Use your chosen keywords naturally throughout the content, especially in your headings and subheadings. However, avoid keyword stuffing in keywords as it harms your SEO.

How To Write SEO Content Without Paid SEO Tools

Develop an SEO blueprint for your content. It’s a simple process. 

Google the keyword that you’re writing about. Review the top 10 pages and make notes about the following characteristics of the top-ranking pages:

On-Page SEO 

Recommendations for optimizing meta tags, headings, and URLs.

Meta tags provide information about your webpage to search engines, and headings help to structure your content for readability and relevance. At the same time, URLs are the unique addresses of your web pages that can be optimized to improve search engine visibility.

Meta Tags

Meta tags reside in the HTML code of your website and are not visible on the page itself. They communicate vital information about your page to search engines. The two most important meta tags for SEO are the meta title and meta description.

Meta Title

Your meta title tag is the title of your webpage. This is the first thing search engines look at to understand what your page is about. It's also the first thing users see on the search results page. Best Practice: Keep your title tag under 60 characters to ensure it displays fully in search results, and include your target keyword as close to the beginning as possible.

Example: If [business/brand name] sells organic cosmetics, a good meta title could be "Organic Cosmetics - Natural Beauty Products | [Business/Brand Name]".

Meta Description

The meta description provides a summary of your web page. While not a direct ranking factor, a well-written meta description can entice users to click on your page in the search results.

Best Practice: Limit your description to 155-160 characters and include your target keyword(s).

Example: "Explore our wide range of organic cosmetics. Enhance your natural beauty with [Business/Brand Name]'s eco-friendly, cruelty-free products."

Headings

Headings structure your content and make it easier for users and search engines to read. The H1 tag is your main heading, followed by subheadings H2 through H6.

Best Practice: Use only one H1 tag per page (usually the page title), H2 tags for main points, and H3-H6 for sub-points. Include keywords in your headings where it makes sense, but avoid keyword stuffing.

Example: On a product page, the H1 could be the product name, H2s could be 'Product Description', 'Benefits', and 'Reviews', and H3s could break down the 'Benefits' section further.

URLs

URLs help search engines understand the content of the page. They should be straightforward and descriptive.

Best Practice: Keep URLs as short as possible, use hyphens to separate words, and include 1-2 keywords.

Example: A URL for a product page on [business/brand name]'s website might look like this: www.[businessname].com/organic-cosmetics/natural-foundation.

Guidance on the internal linking structure and anchor text optimization.

Internal linking is a crucial SEO tactic that involves linking one page of your website to another. This helps users navigate your site more effectively and allows search engines to understand the structure and hierarchy of your website, which can improve your site's visibility in search results.

Importance of Internal Linking

Internal links help distribute link equity (the value passed from one page to another through links) across your site, influencing your page's ability to rank in search engine results.  Moreover, they enhance user experience by guiding visitors to relevant content and potentially increasing their time spent on your site.

Best Practices for Internal Linking

Suggestions for optimizing images and multimedia elements.

Images are an essential part of your content. For more in-depth information, read our post about how to optimize your images for SEO.

Advice on optimizing the content structure and readability.

 Content that is the easiest to read will perform the best. A famous copywriter once said that the best content is like a slippery slide - you get on at the top and don’t stop until you get to the bottom. 

Creating well-structured, readable content is crucial for both SEO and user experience. Not only does it help search engines understand and rank your content, but it also makes your content more accessible and engaging for readers.

Tips to optimize your content structure and readability:

Understanding Technical SEO and Enhancing Website Performance

Technical SEO refers to the process of optimizing your website for crawling and indexing. It involves improving aspects of your site that, when combined, make it easier for search engines to crawl and index your pages to provide users with accurate search results.

Improving Website Crawlability and Indexability

Crawlability refers to a search engine's ability to access and crawl content on a page. On the other hand, indexability is whether or not a search engine will index a crawled page. Here are some recommendations to improve these:

Implementing Schema Markup

Optimizing Website Speed and Performance

Website speed is a crucial ranking factor for search engines. A slow-loading site leads to higher bounce rates, and lower conversion rates, negatively impacts user experience, and hurts SEO (more here from Google on this topic). 

Here are ways to enhance your website's speed and performance:

Reporting and Measurement in SEO

Effective SEO goes beyond implementing strategies. It involves tracking, measuring, and adjusting your efforts based on data-driven insights. 

Here’s how you can establish a robust reporting and measurement system for SEO:

Implementing Tracking and Analytics Tools

Tracking and analytics tools allow you to monitor the performance of your SEO efforts. 

Google Analytics (GA4) is a widely used tool (installed on the majority of websites worldwide) that is free and offers insights into traffic sources, user behavior, and more (more here on GA4)

Google Search Console (GSC) provides valuable data about your site's visibility in Google search results. Consider using an SEO-specific tool like SEMrush for deeper SEO analytics and competitor insights. GSC is our primary go-to SEO tool for a quick understanding of how our organic SEO is performing. (a related post here on how to get easy SEO wins using Google Search Console).

Defining Key Performance Indicators (KPIs)

KPIs for SEO success may include organic traffic volume trends, engagement rates, page load times, and rankings for targeted keywords. 

Conversion-related metrics such as form submissions, newsletter signups, or e-commerce transactions are also crucial.

Technology Stack for SEO

An effective SEO technology stack might include tools for keyword research (Ahrefs, SEMrush), on-page SEO (Yoast), backlink analysis (SEMrush or Ahrefs), technical SEO (SEMrush), and local SEO (BrightLocal, Whitespark).

Reporting Schedule and Format

The frequency and format of reports depend on your specific needs and the complexity of your SEO campaigns. 

Monthly reporting is standard, but some businesses may benefit from weekly updates (only needed if you have a high traffic volume). Reports should be concise, visual, and focus on KPIs. 

They should highlight successes, identify areas for improvement, and outline future strategies.

Remember, the goal of SEO reporting isn't just to present data but to provide actionable insights that drive continuous improvement.

Your Next Steps:

Understanding Image Optimization

What exactly is image optimization?

Well, dear reader, image optimization is preparing your website's images to be search engine-friendly so they rank in Google within search results and on the Image tab and contribute to the overall page SEO (related post on all the different places you can rank in Google). 

Below is an example of images ranking on the Images tab for an important search phrase. 

Images are beneficial to your readers because they help usability. Images can display information like charts and graphs, or appealing graphics, but also help break up thick content so it’s easier to read. 

Image optimization is crucial in enhancing page load speed, directly impacting user experience and contributing to your overall SEO. Google wants a fast internet, and its SEO algorithms reward sites that load fast (you can read more about Google’s Core Web Vitals here, which are all about page speed).

With your image in place, it's time to wield the resizing magic. Locate the "Resize" button on the top right corner of your workspace – it's your gateway to unlocking new dimensions. Upon clicking, you're presented with various preset sizes and dimensions.

Whether you're optimizing for social media, a blog post, or a custom size, select the one that suits your needs. As you click your chosen dimensions, witness your image elegantly conform to its new proportions. 

A side note about image dimensions for placement in a blog post or web page - resize your image to the exact size of the space it will fill. If it’s too small or too large, the browser will resize the image before loading it, which slows page loading and hurts your page’s SEO.

Step 3: Download Your File

Locate the "File" button in your workspace's upper left corner, and click Download.

Step 4: Select which image format you wish to turn the image into under File Type (using JPG for this example)

From our experience, jpg is the format we use 90% of the time. It maintains the best quality while making the file the smallest overall size.  

Step 5: Adjust the quality slider to achieve a good balance

You will also notice a Quality slider before you download your image. It defaults to 80. 

Our experience has shown that jpg and Quality set to 80 is an ideal setting that minimizes file size while not sacrificing overall quality. But I recommend testing different levels of Quality with the slider and file types to find what works best.

Captions, Titles, and Image Descriptions: Adding Context and Flavor

Think of captions and titles as the captions beneath a piece of art in a gallery – they provide context. Captions benefit SEO and help the human visitor understand the image better. And the title often shows when a user mouses over an image.

Image descriptions will show if the image doesn’t show or load on the page so you know what was supposed to be there.  The Alt Text and Caption are the most important. The caption can be a bit more explanatory since it’s visible to users, but from there, you can use the exact text that you use in the alt text for the other image meta fields.

Page Speed Tools

Use Google's page speed tool to understand how your page is doing on speed. I would suggest testing a page before you optimize the images if it's an existing page, and then testing it after you have optimized the images. 

The below image shows that we could shave off a whopping 10.99 seconds of loading time by optimizing the images. That's a huge improvement. And we would save 2,198 KiB (2.2 mb) and 1,158 KiB (1.1 mb) off the first two images!!! 

Page Load Speed: Speeding Up Your Success

By reducing image file sizes, and compressing visuals, you're creating a better experience for users (fast page loads). Thus, search engines will reward you with better rankings, more clicks, and more impressions. Today’s internet is all about speed - it’s the currency of the online realm. Visitors won't wait for a slow-loading website; they'll simply move on to greener pastures. By harnessing the power of image optimization, you're not just enhancing page load speed – you're crafting an experience that keeps visitors engaged and eager to explore further.

Your Picture-Perfect SEO Journey Begins

In the dynamic world of SEO, image optimization is your secret weapon. By implementing the strategies we've discussed, you're setting your small business up for long-term success. Improved SEO, faster load times, and enhanced user experience await those who dare to embark on this journey. So, take a leap of faith, optimize those images, and watch your online presence flourish like never before. Here's to a picture-perfect strategy that will leave your competitors in awe!

Remember, your images are worth a thousand keywords and are about to speak volumes for your brand. Cheers to a brighter, optimized future!

Let's Look at The Facts First

We use a case study that provides insights to help us understand answers to these questions.

Prefer to watch a video on this?

Background of the site we used for the case study:

This is a Shopify site for direct-to-consumer (DTC) health products. The company had relied on Google Ads for much of its sales.

Then, about nine months prior to this post, the company started investing in a targeted long-term SEO effort with us to accelerate sales. Google Ads continued to run. 

The chart below demonstrates the exponential and steady increases in clicks coming from organic searches in Google over that 9-month period. (a related post here on content marketing and SEO)

The line chart below shows sales from organic searches are trending upward from improving SEO.

Google Ads were stopped at the end of June, as shown in the prior trending clicks report from Google Search Console (GSC), which allowed us to see then what, if any, impact stopping Google Ads had on organic search cannibalization. (a related post here about using Google Search Console for SEO).

Month-Over-Month Organic SEO Comparison

The graph below shows organic search metrics in GSC comparing July (when Google Ads were stopped and not running) with June (when Google Ads were still running).

Branded Keyword Cannibalization Data

Below are organic branded search term data tables when Google Ads were on and off.  

Organic Branded Search Terms While Google Ads Were On

We can see 203 clicks, 1489 impressions, and CTR for each branded term.

Organic Branded Search Terms While Google Ads Were OFF

We can see 701 clicks, 1591 impressions, and CTR for each branded term.

So, what happened with branded search cannibalization?

It's clear Google Ads was cannibalizing the Google organic branded search significantly as the key performance indicators (KPIs) of clicks and CTR all improved significantly when Google Ads were turned off.

Here are the differences for branded organic queries comparing the two months:

Considering that branded impressions in organic search remained flat - more people were not searching for the company - and that organic branded clicks and CTR then skyrocketed, we can conclude that Google Ads cannibalized organic brand searches. 

The question now is...

Did Google Ads Cannibalize Non-Branded Organic Search Terms?

Because organic search continued to grow significantly for nine months, it’s somewhat harder to determine the impact of cannibalization on non-branded search terms, but wedraw conclusions below.

Stay with me here...

The total of non-branded organic search terms the site showed for in Google remained the same during Google Ads and after Google Ads were stopped. In other words, there were no more or less keywords.

However, the non-branded clicks went up a staggering 50% while impressions remained flat, which means CTR went up along with the average organic position. 

But how did sales compare for organic month-over-month?

Sales for Organic Search doubled when Google Ads stopped in July.

But we know from the earlier table of non-branded search metrics that click traffic only went up 50%, but sales doubled.  

We can reasonably assume that Google Ads also cannibalized organic traffic and sales.

Below is a table showing more detail on purchases from 3 organic keyword phrases pre- and post-Google Ads with rolled-up numbers at the top for ALL organic terms. We do not want to show the keyword phrases to keep the client and industry anonymous. 

Summary and Takeaways

It's clear that searchers will click on Google Ads for branded terms and non-branded search terms when there is overlap.

But, don't abandon your Google Ads ship just yet!

Remember, every decision must be weighed against factors like cost, sales, control, promotions, competitiveness, budget, and user intent.

If you're already reigning supreme organically, perhaps there's little to gain from overlapping keywords in Google Ads.

Instead, let your paid ads champion the cause of terms that remain elusive in organic rankings.

The beauty of Google Ads lies in its control – over traffic, copy, and landing pages, perfect for those time-sensitive promotions.

And when the competition gets hot, Google Ads can be your knight in shining armor, securing top positions.

And if you're operating on a shoestring budget, make Google Ads work for you by focusing on high-converting keywords that perhaps you don't rank for organically.

Leave a comment or question below - was this helpful? What are your thoughts? 

Want A More Effective Digital Presence?

Why Is This Important?

Because it allows to focus your ad spend on tactics that are working, and stop investing in advertising that is losing you money.

Each platform has its unique features and benefits. Some platforms are better suited to certain business types than others. 

And for many small and medium-sized businesses (SMBs), advertising is a knee-jerk reaction, not something well planned out, and much of it is wasteful and ineffective for a number of different reasons. 

But here's how to answer that question for your business. 

How Do We Define "Worth It?"

First, I define a successful ad campaign as one that generates more cash for a business than it consumes.

If you run an ad in the paper that costs $500 but only 1 new person called you, and they only spent $200 on your products or services, that's ineffective advertising that consumed more cash than it generated for your business -- that serves nobody well (other than the advertising company you paid)!

In accounting, cash is king. And it should be for your business, too.

Cash is the lifeblood of any business, and running advertising campaigns that are cash flow drains will put you in the poor house!

Some might argue that even if it wasn't successful financially, you still created brand awareness, and you can't really measure the value of that too well.

There are times when you do want to create awareness and that's the main goal, but the majority of SMBs need the phone to ring, they need cash register to ring and cash to flow now, not brand awareness. 

The goal of Advertising is to Support Sales

Advertising should contribute positively to the financial results of a business.

It's important to hold your advertising accountable and make it pay for itself. You wouldn't keep an employee around that wasn't contributing, so don't keep advertising around that isn't contributing either.

So, to answer the question, is advertising worth it, we start the accountability process by building a simple profit blueprint to help us better understand how advertising affects our business.

The goal of this post is to provide a simple Profit Strategy Blueprint which you can use to measure the financial success of any ad campaign and decide for yourself if the advertising you're doing is worth it. You can build this model using Excel or Google Sheets.

Although the majority of my work these days is in Internet marketing, the examples I present below are with a Google Ads campaign, and then two direct mail campaigns.

However, you can use this model for any advertising you do to understand whether it's positively contributing to the financial success of your business.

Whether that is Internet advertising through Google Ads, or Yelp advertising, or any advertising where your goal is to drive sales. (Read our related post on the benefits of digital marketing vs traditional marketing and SEO for Traditional Marketing Agencies)

Build a Profit Strategy Blueprint

First, to build a profit strategy and to answer the question if advertising is worth it for your business, you need to be able to track the leads and/or sales from your campaigns. You can do this in various ways: through unique call tracking numbers, Google Analytics, overall sales measured at the P&L level, coupon redeeming, and more.

Digital Marketing Example - Google Ads:

Let's look at a Google Ads campaign for Spa that sells massage therapy. The goal of this campaign is to book new prospects for a 1-hour massage. 

The actual business type is not necessarily important, what is important is the process of measuring the effectiveness and the ability of the campaign to generate cash flow for the business.

For illustrative purposes, let's say you have allocated $1,500 per month in Google Ads spend. (read our post on, how much should you spend on Google Ads?). 

Through our unique call tracking number (unique call tracking numbers on the website, plus click-to-call metrics from the Google Ads campaign), we know how many people called the business or converted directly on the website.

So, let's see how this breaks down.

We have total ad spend in Google, we know the cost-per-lead (CPL), we know how many booked their appointments, and finally we know our average order per customer. 

In the table above, we assumed 10% of leads didn't show for the intro offer for a massage. So that leaves 135 that did. Let's look at that advertising math. 

A $1,500 investment in Google Ads produced $9,449 in sales of prospects receiving a 1-hour massage. 

But that's not all of it. Let's keep going. 

We need to focus on the net cash from fulfilling the sales and take into account the labor costs to produce those sales. 

For a licensed massage therapist, we assume that 50% of sales is labor for simplicity's sake. 

And then, we need to make marketing pay for itself, so we add in the $1,500 expense from Google.

Now we get this...

We've paid our employees, paid our advertising bill to Google, and we're left with over $3,000 in cash flow from this campaign. Not bad. So in this case, yes, advertising is worth it. 

And these campaign results are realistic and spot on. We have run these types of cash-flow profitable campaigns with Google Ads for years.  

Key Takeaways:

• Google Ads and SEO campaigns in Google typically produce the lowest cost per lead out of any advertising you will ever do
• The data is very transparent in Google. Clicks, impressions, and, most importantly, we have clear data on conversions and sales. 
• Your marketing budget will go further than with anything in traditional marketing

Traditional Marketing Example - Direct Mail Postcard:

So, let's compare a postcard campaign where each postcard costs $0.35 each and a more expensive direct mail piece that costs $1 each. The goal again is to answer the question, is advertising worth it?

Here's the total campaign cost: 

So, you can see the postcards is much less expensive, but the hope is that the more expensive direct mail pieces will produce better results.

Postcards are relatively inexpensive at a per-unit cost. The question you should ask is, will either produce positive cash to the business?

And will the more expensive direct mail piece garner that much more of a response to make the extra cost worthwhile?

For example, the more expensive direct mail piece could be variable data direct marketing letters printed on more expensive paper. 

In the direct response marketing world, personal letters from variable data generally have better response rates.

Stay with me here. Let's continue the analysis.

A response rate between 1% - 3% is reasonable, but this will obviously vary depending on the components of the piece, i.e. your offer, the CTA (call to action), a sense of urgency, effective headlines, your mail list, etc.

In our example, the Expensive Direct Mail Piece has produced twice as many leads or phone calls versus the postcard.

So next, let's calculate the sales of each advertising campaign.

If our average order size is $50 then we've achieved double the sales with the more expensive direct mail piece.

The question is, is adverting worth it? 

Let's drill down further and calculate our net sales, where we make the campaign pay for itself.

So, we can see right away in this particular case the net sales of the postcard were better, $750 versus $0.

But...

• Was it still worth it to run the postcard campaign with net sales of $750? 
• How did this affect the financials of our business?

To answer that question, we need to consider what it cost to produce those sales as we did above with the Google Ads campaign.

Let's assume labor is 50% of sales.

So back to our example, the numbers look are now negative cash flow.

In the postcard example, our total revenue was $2,500 and if COGS was 50% our gross profit would be $1,250.

So, our net sales are $750 after we paid for the campaign, but then subtracting the cost of sales (in the postcard example, 50%*$2,500) we are actually negative $500 ($750 - $1,250).

It's even worse with the Expensive Direct Mail Piece, which has put us in the hole a negative $2,500!

These data are important. 

If you stopped the analysis at the fourth chart which was calculating just your net sales you would have incorrectly concluded yes, the postcard campaign is worth it?

You may have assumed, the campaign paid for itself and generated positive cash flow, but the cost of sales expense makes this not such an attractive campaign.

Build a model like this for yourself.

Play around with the numbers to understand what milestones you must hit to make an advertising campaign successful.

So, is advertising worth it? 

In our example, yes, for the Google Ads campaign, and but not for the direct mail postcard advertising. We want advertising that produces positive cash flow.

The key is to understand which advertising campaigns are positively adding to the financial success of your company and making the campaigns accountable.

Questions? Have you tried this or something similar before?

If you want professional marketing help to grow sales and profit for your business, contact us now. We'd love to hear from you! 

Next Steps:

But look to the other side, and you'll see a new beast emerging from the digital jungle: modern marketing.

This creature is agile, adaptable, and hyper-focused on its prey. It thrives in the wild lands of social media, feeds on the abundant data of Google search, and moves swiftly on the shifting sands of mobile devices.

This seismic shift from traditional to digital isn't just a trend. It's a revolution, fueled by new technologies and changing consumer behaviors.

The rise of social media has given birth to influencers and viral campaigns. The ubiquity of mobile devices has made marketing an always-on, anywhere, anytime affair. And Google search? Well, that's turned the art of persuasion into a science, with data-driven insights guiding every decision.

So, buckle up, dear reader.

We're about to embark on a journey, exploring the nooks and crannies of this new marketing landscape. We'll delve into the differences between traditional and digital, uncover the reasons behind this shift, and reveal how you can harness the power of modern marketing to propel your business into the future. Hang tight, because it's going to be one heck of a ride!

Imagine stepping into a charming local bakery, where the smell of freshly baked bread wafts through the air and the friendly owner greets you by name. This isn't some corporate chain—it's a small, family-owned business that's been serving the community for generations. It's businesses like these that still swear by the power of traditional marketing methods. But why?

Take postcards, for instance.

They're simple, mostly affordable, and can be effective (albeit at a much higher cost per lead than digital tactics). When created correctly, a well-designed postcard can capture attention, convey a message, and evoke an emotional response. The bakery we mentioned earlier might send out postcards featuring a mouth-watering photo of their signature sourdough loaf and a heartfelt message about their family recipe.

Or consider tri-fold brochures. 

These compact marketing tools are relatively easy to create, easy to distribute, and packed with information. Our friendly bakery owner could use a brochure to showcase her full range of pastries, tell the story of how her grandmother started the business, and include a map showing the bakery's location in the heart of the community.

But perhaps the most powerful aspect of traditional marketing materials is their tangibility.

Something as simple as a printed brochure or postcard can feel special in our digital world.  When a customer holds a shiny postcard or looks at a fresh brochure, they are physically interacting with the brand..

A customer once told me that they felt naked without traditional marketing, primarily because you can't hold and feel digital marketing (but I guarantee your bank account prefers digital marketing).

For this reason, many business owners are most comfortable putting most of their ad spending into old-school marketing. But as I will discuss shortly, investments in traditional marketing are sacrificing sales, and, most importantly, profit versus digital marketing.

The most beautiful of canvases require the most skilled hands to bring them to life. A graphic designer to capture your brand essence in a visual symphony, a copywriter to weave words into a captivating narrative, and a photographer to snap the perfect shot of your product. These creative maestros don't work for pennies—according to the Bureau of Labor Statistics, the median pay for graphic designers is $53,380 per year, while copywriters can command an average salary of $61,820.

Then comes the canvas itself. 

Whether it's a postcard, a brochure, or a print ad, each has its own price tag.

Postcards might seem inexpensive at first glance, but once you factor in design, printing, and distribution costs, the total can quickly skyrocket.

The same goes for brochures, which require not just design and copy, but also high-quality paper and printing—a single run can cost hundreds, if not thousands of dollars.

And let's not forget about print ads.

A full-page ad in a national newspaper can cost upwards of $100,000, according to FitSmallBusiness. Add in the cost of hiring a top-notch designer and copywriter, and you're looking at a hefty sum.

Even the biggest brands aren't immune to these costs.

In 2019, Apple spent a staggering $1.8 billion on advertising, according to the New York Times. That's a mind-boggling amount of money, all poured into traditional marketing channels to keep the brand front and center in consumers' minds.

Today's businesses aren't just dipping their toes into this digital ocean—they're diving in headfirst.

They're using these channels - Google, Facebook, Instagram, YouTube - to shout their brand stories from the virtual rooftops, to make their products shine brighter than a thousand suns, and to reach out and touch their customers, no matter where they are.

But why?

Why have more and more businesses moved away from the familiar terrain of traditional marketing to chart a course through digital waters?

The answer is as simple as it is powerful: because digital marketing works.

It's more cost-efficient, reaching more people for less money. 

No more shouting into the void; this marketing speaks directly to the heart.

Where Companies Are Spending Their Ad Budgets

An eMarketer study found that US digital ad spending surpassed traditional ad spending for the first time in 2019, reaching $129.34 billion. And that gap has only widened since 2019.

And in July of 2023, a survey of CMOs uncovered that digital spending grew by 8% while traditional marketing spending decreased by 8%. 

Moreover, digital marketing allows businesses to target their audiences with laser precision. Instead of casting a wide net and hoping for the best, they can zero in on their ideal customer—right down to their age, location, interests, and buying behavior—and tailor their messages accordingly.

Let's take a closer look at this compass, shall we?

Gone are the days of wasteful traditional marketing. 

Instead, behold the raw power of Search Engine Optimization (SEO). It's like a lighthouse in the foggy night, guiding lost customers straight to your shores. 

Ninety-three percent (93%) of all search traffic goes through Google. There are 8.5 billion searches per day on Google. And it's the first place many customers go for information.

But not only does Google own search, but it is also the number one maps app for navigating anywhere by car or foot. It has the number one website analytics app in Google Analytics installed on almost every website. And it has the number one browser - Chrome. What this means is that Google has the ability to send your ideal customer to you in droves through SEO or ads. 

Then, let's talk about Google Ads. 

Google Ads can easily tap into your ideal audience through search ads, YouTube ads, and display ads. And these are potential prospects that are pre-qualified leads. In the case of search ads, we know they are interested in our products or service because they typed in keywords of what they were looking for - no other channel provides a flow of customers quite like this. 

Then there's marketing automation.

With marketing automation, you can send personalized messages, nurture leads, and convert them into customers—all without lifting a finger. Invesp reports that 80% of companies using marketing automation saw an increase in leads, and 77% had an increase in conversion rate (the percentage of leads that convert to paying customers). It's like having the wind always at your back.

And let's not forget social media.

Facebook and Instagram are the 800-pound gorillas. More people use Meta's apps by a large margin over any other social platforms. Facebook's unique ad platform can send volumes of your ideal customers your way. It's ad platform is unmatched in targeting customers based on likes, behaviors, and other bottom-of-the-funnel signals. 

The digital revolution is here, transforming every industry landscape. Those who seize these new tools are catching the trade winds, while those clinging to old ways risk being marooned and sacrificing sales and profit.

Social Media Ads: Facebook & Instagram

Let's start with Facebook and Instagram Ads. These platforms are known for their extensive user base and sophisticated targeting options.

These platforms collectively host billions of users, and the cost per impression is significantly lower than traditional advertising mediums.

Google Search: SEO & Google Ads

Google Search is a powerful tool that leverages user intent.

With SEO services costing anywhere from $500-$20,000+ per month, businesses have the chance to rank high on search results organically.

On the other hand, Pay-per-click (PPC) advertising, where you only pay when someone clicks on your ad, costs about 10-20% of monthly ad spend. The beauty of Google Ads lies in its ability to reach customers precisely when they're looking for what you offer.

Email Marketing:

Email marketing is another cost-efficient digital marketing strategy. While specific costs can vary based on the size of your email list and the platform used, it's known for its impressive ROI. In fact, every $1 spent on email marketing typically generates about $38 in ROI!!

Marketing Automation:

Finally, there's marketing automation—a highly efficient method of managing marketing processes and campaigns across multiple channels. While the cost of marketing automation tools can vary depending on the features, complexity, and scale of your campaigns, companies using marketing automation see significant increases in leads, sales, and profit.

Here are some statistics about its effectiveness:

1. Using marketing automation software can increase qualified leads by as much as 451% (source)
2. 80% of businesses state that marketing automation increases their lead generation (source)

Price Comparison With Traditional Marketing:

In comparison, traditional advertising methods such as TV commercials, print ads, direct mail, and billboards come with hefty price tags and offer less precise targeting and higher costs.

Moreover, measuring the effectiveness of these traditional methods can be challenging.

Overall, digital marketing proves to be more cost-effective and offers a higher return on investment, better audience targeting, and detailed analytics. Businesses can save significantly and achieve better results by choosing and combining different digital platforms based on your product type and target audience.

Below is a chart of a year-and-half of cost per lead tracking for 3 channels for a retail services company with 30 locations: 

• SEO/Organic in Google (blue line)
• Google Ads (red line)
• Direct Mail (green line)

Print is exponentially more expensive compared to digital marketing - not even close in comparison. If this doesn't make you shift your marketing focus and budget, I'm unsure what will. 

Also, in a separate study, we found that leads from SEO and Google converted at a 50% higher rate to paying customers than from traditional marketing channels. But this makes sense, right?

As I mentioned above, leads coming from Google are pre-qualified - they are actively searching for what you have. Traditional marketing is interupt marketing - interrupting people in whatever they are doing to pique their interest. And this is why the cost per lead is so much higher using traditional marketing. 

Digital marketing is a multifaceted strategy encompassing various tactics such as:

• Search Engine Optimization (SEO)
• Email marketing
• Social media marketing
• Content marketing
• Pay-per-click advertising, and more. 

The goal is to engage with your audience where they spend most of their time—online.

One of the main advantages of digital marketing over traditional methods is cost efficiency. A report by Gartner’s Digital Marketing Spend Report highlighted that up to 40% of respondents claimed to get considerable savings by using digital marketing methods for their products and services.

Digital marketing also enables businesses to reach a global audience. 

For instance, an SEO-optimized website can reach anyone with internet access, regardless of their geographical location. A perfect example of this is Airbnb, which started as a small startup in San Francisco and used digital marketing to grow its presence. Today, it operates in over 220 countries.

Example of Reach Through SEO

And a more personal experience, in the early 2000s, my wife and started a furniture and home decor store in Poway, CA. It was tiny to start - 1,500 square feet.

But with the website we built and a focus on early SEO strategies, we gained national exposure in the search engines from people looking for what we had to offer. We got requests for orders from around the country. It was then, we went from being a small hyper-local store to having national distribution. 

Moreover, digital marketing offers the advantage of highly personalized communication. A compelling example of this is Warby Parker, a small to medium-sized eyewear business. They have effectively used digital marketing to tailor customer experiences. By leveraging past purchases and browsing behaviors, Warby Parker provides personalized recommendations for glasses frames that align with customers' style preferences and purchase history. 

Finally, let's talk about marketing automation—an advanced digital marketing technique that automates repetitive tasks such as emails, social media posts, SMS messages, and other website actions. It not only saves time and effort but also increases efficiency and ROI. 

Specific tools used for successful marketing automation include Keap, HubSpot, Marketo, and MailChimp. These platforms offer features such as email automation, CRM integration, and analytics. Here's a more in-depth post with examples on how marketing automation combined with lead magnets can help you scale your leads. 

Traditional marketing still has its place in the right situations. And if you're going to use traditional marketing, make sure to integrate it into digital. This harmonious mix can help you reach potential customers more effectively, engaging them at multiple offline and online touchpoints, and improving your ROI.

Let's picture this: 

You've got an attractive sign outside your local store—classic traditional marketing.

Now, imagine adding a QR code to that sign, which, when scanned, leads consumers to a customized landing page or an engaging email newsletter sign-up. 

An additional example would be a table tent placed on dining tables at a restaurant. Perhaps you have a giveaway they can enter to win a free dinner. They scan the QR code on the table tent and go to a customized landing page to enter. 

This is the magic of integrating digital marketing into your traditional marketing - you're bridging the gap and extending the life of your traditional marketing into the digital space.

By placing QR codes on your traditional marketing materials—be it flyers, posters, or billboards—you can effortlessly guide traffic to this digital platform. And after the Covid pandemic, people are much more comfortable using QR codes. 

You can also do this with a vanity URL that is redirected to a landing page as well with UTM parameters in the redirect so you can track in Google Analytics how many people used the vanity URL from your other marketing materials. 

In essence, traditional and digital marketing marriage can create a potent mix that drives customer engagement and boosts your business's outreach. 

Summary

And so, we find ourselves at the crossroads of marketing tradition and digital innovation.

At every step of your customer's journey, digital marketing provides more effective solutions when compared to traditional.

Not only does digital marketing catch your prospects where they are, but it combines it with customer intent (people that are actively searching or ready to buy now) to provide marketing that delivers a consistent flow of leads and sales at the lowest cost.

Are you ready to start your digital marketing journey? 

With 'Digital Dynamo' by your side, there's no limit to what you can achieve. Click here to learn more and begin your adventure today. Remember, the future waits for no one. Seize it now, and let's make marketing history together!

Now, let's delve into the heart of our topic: 

"Does blogging help with SEO?" 

Picture this: 

Your website is a digital storefront.

And blogging? 

It's like adding new products, new displays, and new reasons for customers to keep coming back. Each blog post is another beacon, another way for your lighthouse to shine brighter and wider.

Blogging isn't just churning out words.

Prefer to watch a video on this topic?

Crafting blog posts with keywords, internal links, and relevant content increases your website's visibility to search engines.

SEO ensures relevant, helpful content is presented as a top choice when searching online for information. 

In essence, blogging breathes life into your SEO strategy. 

Blogging is essential to SEO, rankings, and visibility in the digital world. Posts must be regular and relevant to keep your "lighthouse" shining bright. Your blog is a strategic tool that elevates you above the competition.

So, does blogging help with SEO?

Absolutely!

Blogging is a lighthouse in the digital world, helping your business navigate to success. And the benefits include increased organic traffic, engagement, leads, and sales.

Let's journey further into the realm of Blogging and SEO to understand better how and why blogging helps SEO, and how it drives more leads, sales, and profit to you.

Search engines prioritize fresh and relevant content, rewarding those who consistently provide it with more traffic.

But what's the secret ingredient to this delectable dish we're serving up to the search engines?

Ah, my friend, that would be keywords.

Keywords are vital for content to be noticed by search engines, acting as a guide to answer searchers' queries. They act like signposts in the tapestry of content, helping it catch the eye of search engines.

Blogging is an effective way to share ideas, knowledge, and stories. Well-crafted posts can inform and entertain readers, providing valuable insights and leaving a lasting impression.

The beauty of a blog lies in its ability to attract and retain visitors to your website.

A blog with regular updates helps build a loyal audience and strengthens customer retention. Not only create new content, but also update old pages and posts for better SEO. Here's a related article about, how to update old content for better SEO.

Updating a blog with keyword-optimized content can help SEO, driving organic traffic to the website. A case study showed exponential growth due to regular blogging - SEO blogging case study.

Blogging can be used to drive sales. By including product recommendations in posts, you can encourage readers to buy. For example, if talking about healthy lifestyle habits, integrate health and wellness products into the post.

Product placement adds value to content, positioning products as solutions to readers' needs and boosting engagement. This can result in increased sales without being too promotional.

The Process of Keyword Research for Blog Topics:

The first step in keyword research is brainstorming. Start by making a list of general topics related to your business or industry. For instance, if you run a fitness blog, some broad topics might include "weight loss," "healthy recipes," or "workout routines."

Brainstorm keywords related to your topic and think of any questions or problems your audience might have. For example, "healthy breakfast ideas," "home workout routines for beginners," or "how to lose weight fast."

Online tools like Google Keyword Planner, SEMRush and Moz's Keyword Explorer can help with keyword research. They provide data on keyword volume, difficulty and related keywords.

Techniques for Finding Relevant and High-Traffic Keywords:

Keywords should be relevant and have high search volume but low competition. Long-tail keywords, which are longer and more specific, usually have less competition and a clearer intent.

For example, instead of targeting the highly competitive keyword "workout," you might target "full-body workout for beginners at home."

Finding new keywords? For inspiration, check out Google's "People also ask" and "Related searches" sections. These Google search features provide insights into what questions are being asked on your topic (related post here on all the different places to rank in Google and how to optimize for them).

Incorporating Keywords into Blog Posts Without Keyword Stuffing:

After finding the right keywords, use them strategically and naturally in your blog post. Avoid keyword stuffing to avoid damaging SEO and turning off readers.

To optimize for SEO, include your primary keyword in the title, headers, and first 100 words. Include variations of your keyword throughout the text.

Writing for SEO requires prioritizing user experience and readability over keyword density. For more info, check out posts on how to choose keywords for SEO. And another insightful post here on using Google Trends to improve your marketing.

Picture each blog post as an island in the digital ocean.

Content that's unique and helpful will draw visitors from other sites, who may then link to it, making it easier for others to find.

Blogging opens up a world of opportunities for attracting backlinks.

You can create a valuable source of content by offering unique insights, researched info, or creative ideas. When shared, others will likely link back to your blog, boosting its authority and search engine ranking.

So, how can you amplify your blogging efforts to attract more backlinks?

Here are some actionable techniques:

On-page SEO involves optimizing individual web pages to rank higher and attract more organic traffic from search engines. 

Think of your blog post as a house.

Meta Tags

The Title Tag and Meta Description are the prominent signage or house number displayed outside the house. These tags provide a glimpse of what the blog post (house) is about.

The headers

These are the rooms (referred to as headlines and sub-headlines as well), each with a distinct purpose.

And the images?

They're the decor, adding visual appeal to your content.

Blogging helps fine-tune these elements, making your "house" more attractive to both search engines and visitors.

Meta tags become more descriptive.

Headers become more organized.

Images become more optimized.

Site Speed and Mobile Responsiveness

In the fast-paced world of the internet, slow loading times are the ultimate party poopers. They can turn an excited visitor into a frustrated exit in a matter of seconds. But fear not, for blogging comes to the rescue again.

Optimizing your blog posts for faster page loading and mobile responsiveness is like tuning a race car for peak performance. Compressed images, streamlined code, responsive design - these tweaks ensure your blog posts load at lightning speed and look great on all devices.

Tools like Google Analytics (GA4) can provide invaluable insights into how your blog is performing in these areas:

• Blog Traffic - how many visitors from Google 
• Keyword Rankings in Google
• Conversions - how many phone calls, form submissions, or purchases

Perhaps one of the most compelling metrics, however, is conversions.

By tracking conversions, you can quantify the direct impact of your blogging efforts on your bottom line.

Successful Blogging Case Studies

While data is paramount, nothing tells a story quite like a real-world case study.

Example 1:

Take the example of Groove, a customer service software company. They started a blog documenting their journey to $100K a month in revenue. This authentic, transparent approach to blogging helped them significantly boost their organic traffic and convert many readers into paying customers.

Example 2: 

Another success story is River Pools, a pool installation company.

They used their blog to answer common customer questions and concerns about installing a pool, positioning themselves as experts in their field. This led to a massive increase in organic traffic and generated millions of dollars in sales.

These cases illustrate the power of blogging as an SEO tool. By providing valuable, relevant content to your audience, you can improve your search engine rankings, drive more traffic to your site, and, ultimately, increase conversions.

So, keep your eyes on the data, continue to refine your strategy, and watch as your blogging efforts propel your business to new heights. (Here are other SEO case studies).

Example 3:

Below is a chart showing the steady increase in the number of keywords in positions 1 - 3 in Google when consistent blogging started. 

Wrapping It Up and Key Takeaways

Ah, the digital landscape!

A bustling metropolis brimming with words and ideas, where every click is a potential customer, and every keyword a beacon of hope.

Amid the clatter and clamor, a question echoes, "Does blogging help SEO?"

The answer, my dear readers, couldn't be more resounding: Yes, indeed, it does!

So, if you haven't yet pushed forward with blogging, it's high time you did.

Now is the time to act!!

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