15 Jul 5 Things Your Online Marketing Company May Be Hiding
Most businesses that want to be successful in this technology-laden world have hired an online marketing company. Yes, having a spiffy new website or a really catchy tagline may help your business survive, but it’s really the practices of online marketing that will help your business thrive.
There are loads of online marketing companies out there and many of them promise a lot of the same results. However, many of these companies may not be telling you the whole truth about how they market your business online.
Be aware! Review these five things your online marketing company may be hiding to ensure that your online marketing specialist isn’t all fluff!
1. Black Hat Tactics
Many local online marketing companies make page ranking promises and tell you they can build your online presence practically overnight! However, updating on-site SEO and building relationships for off-site SEO takes time. There are no shortcuts for SEO best practices.
White Hat vs. Black Hat
If your online marketing company promises immediate results, they won’t be utilizing white hat tactics to get your business on the map. White hat tactics represent a natural, search-egine-approved way of improving your page ranking. Black-hat SEO practices include keyword and page stuffing, link farms and purchases, or any other practice designed to beat the system. If you follow only one rule for proper SEO, always remember you can’t trick readers out of a true, helpful search result.
Avoid companies using black hat SEO practices as a way of promising quick results. These practices can get your business blacklisted by search engines, from which a recovery is nearly impossible!
Search engines respond well to white-hat SEO practices such as producing quality content, linking to quality content, and properly labeling pages within your website. Utilizing white hat practices helps make your website more valuable to a reader. A good online marketing company will employ these white hat practices to ensure that your business can ethically rise to meet the competition.
Take Your Website to the Gym
In fact, think of the process of building online credibility in the same way you would think about trying to become fit and healthy.
The best way to be healthy is to implement small changes in your diet and exercise regimen, and to be consistent. Giving up too soon or thinking, “I’m done now,” after losing only a few pounds will result in an instant bounce back in how you look and feel. Over time, you’ll get the great results you want! Immediate results are almost impossible, and if someone promises a way to do that instantly, it’s probably not very healthy for you.
Website health is measured the same way! In order to have a healthy website you need to implement small changes and be consistent with new, quality content. Raising your page rank just a few steps does not mean you’ll be on top forever. Implementing healthy SEO tactics requires consistent attention to detail. If an online marketing company promises that it can raise your online presence within a matter of days or weeks, be wary of their claim. There is no such thing as a quick fix!
2. Irrelevant Numbers
Some companies won’t tell you your online presence improvement. Rather, they won’t show you. These companies may take the all-too-easy route of just saying your business’s ranking is improving rather than showing you the practices and the tools they are using to improve the ranking.
Insist on seeing some cold, hard facts about how your company is marketing your business.
Helpful metrics include:
- Targeted keywords
- SEO practices being used
- Where your money is being spent
- Where content comes from
Don’t sit back idly hoping that your business is doing as well as your search engine specialist says it is. Ask to see how each SEO tactic has or hasn’t been successful. Make them show their work!
3. Recycled Content
One of the biggest lies about online marketing is that quality content doesn’t matter, when in fact, quality content is almost all that matters! Having quality content is absolutely crucial to search engine relevancy. Having generic, repeated information does not qualify as quality.
Many companies won’t tell you that they are writing generic reviews for your company. Any review that doesn’t mention specifics about your business or products, uses passive tone, or stuffs your keywords, is considered a generic review that can easily get flagged by a search engine, especially if the same review is listed on several sites.
While organic reviews are great for improving your online presence, many local online marketing companies may just recycle the same generic review they’ve made up over and over again, which will set off alarms for any search engine crawling your site. Joining an online discussion about your business should be done in a genuine, helpful manner.
The same can be said about re-purposing content. Taking a competitor’s blog or even the blog of a friend or sister company. Rewriting the exact content for your own website is considered format plagiarism. This duplicate content will be deemed as spam by search engines and readers alike. Don’t do it!
4. Lazy Image Guidelines
A good online marketing companies will never overlook the importance of optimizing web images by including an alt tag. Alt tags help describe the image to search engines.
Google Can’t See You
Words are what your readers are searching for, literally! Search engines are reading your entire websites and they don’t “see” images the way you or your readers will. Instead, Google sees the labels attached to the images and will determine what the image is of and how the image may be useful to others based on the keyword you use to describe this image.
Image alt tags are considered keywords! Naming all your images the same in order to rise in rank for a specific keyword is considered keyword stuffing. Make sure your image tags are not all named the same or even similar in order to avoid keyword stuffing.
If an online marketing company doesn’t mention anything about optimizing existing images on your site or including high-quality images that are appropriately labeled, it might be time to find another company to handle your online presence.
5. Repeat Meta Data
Similar to re-purposing content and keyword stuffing, repeating meta data will damage your credibility for many search engines. Meta data is not seen by anyone on your site. Rather, meta data is there for search engines to determine what this particular page on your site is about. Your meta data includes a title, keywords, and a description of that page, for example.
Make Your Point… Once
Meta data helps determine your website’s relevancy. However, in some metadata, like pages ,titles, and tags, having repeat content will just show the search engine that you are page stuffing (trying to seem like you have a lot of content all about one thing). Look for marketing companies who optimize the meta data specific to each of your pages.
The search engines of the world have made it clear that quality is the key to success if a business wants their online presence to be worth something.
At Boostability, we pride ourselves on our high-quality content and white-hat practices that help boost our clients’ online presence, leading to better business for them. Learn more about how you can improve your website rankings with this free instant website report.