Online advertising has exploded. If you read any article about marketing these days, there’s just an assumption that you’re doing online ads. Google is raking in an estimated $100 million a day from this business alone. Amazon’s right up there, helping Jeff Bezos finance his next trip to the great beyond.
We advertise on Facebook and Linkedin, on Twitter and Instagram
Every business with an online platform is offering advertising opportunities. But online ads, (pay-per-click or PPC) are a bit of an art form. You can’t create an ad and expect it to just perform for you. You’ve got to test, monitor, make adjustments and swap it out to keep it fresh.
Like a 12-step program, it works if you work it. My experience is that many people launch their ad campaigns and assume that they’re going to be driving lots of new traffic to their websites and ultimately, new clients. Unfortunately, if you’re not committing to managing your PPC campaign, you’re likely wasting your marketing dollars.
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It’s hard to rank organically on Google
It’s increasingly difficult to rank organically, which means it’s hard to show up on page one of a Google search without paying for ads.
Take a look at a search results page and you’ll see that the results all say “Ad” next to them. Someone’s paying (a lot) to rank on the first or even second page of Google or other search engines.
But what if you could rank high on Google without having to do PPC ads?
I’ve been using some new software that’s based on creating content that matches the high-ranking search terms/keywords that people are keying into a Google search.
For someone like me, for whom writing is easy, I can write a blog exactly matching those keyword phrases in my titles. These show up in my website’s information bar and Google recognizes these titles as part of its content indexing process. I use other highly ranked keyword phrases in my headlines and subheads and assign “H” tags to them, which Google also looks for.
This software, DemandJump, is giving me a blueprint — or think of these as breadcrumbs — for how to show up in search. The information is cumulative, of course, but I’ve been using this for a month or so, and I’m starting to see the results. I’m getting calls from people who saw me in a Google search. Happy.
DemandJump’s content is based on a pillar strategy
DemandJump is based on creating a content hierarchy. At the top of every content pillar is a 3,000-word pillar page—this is an exhaustive overview of your business.
Your individual landing pages roll up to your main pillar page. Blogs roll up to landing pages. It’s a hierarchy — layered, interconnected webs of content. Everything is connected, with links among pages and topics to keep the user engaged.
I love this application! Interested in DemandJump? Give Top of Mind Marketing a call and let’s talk about how this might work for your organization.
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Contact Janet at 510-292-1843 or [email protected].