It has given us the agility to make changes in real time, the power to measure efficacy with incredible accuracy, and the insight to understand our customer’s actions and desire.
A digital baseline is a detailed report that measures the performance of your existing site, highlights areas for improvement, and indicates how your site compares to competitors’. Please be forewarned; there are no perfect websites.
The designers, writers, developers, and strategists who launched your favorite site ever are trying to ‘fix’ something right now. There will always be room for improvement; it simply becomes a matter of how to utilize your marketing budget most efficiently. Sometimes the last mile just isn’t worth traveling.
Technically, SEM includes Search Engine Optimization (SEO). But, for simplicity, we’ll break SEO out separately below.
SEARCH ENGINE MARKETING (SEM)
When most people discuss Search Engine Marketing, they’re referring to pay to play. This includes banner ads, retargeting (remarketing) banners, and sponsored search links.
Once you’ve identified where your prospect is in their buyer’s journey, digital empowers you to serve up messages tailored to move them one step closer to purchase.
Maybe you haven’t clicked on a banner ad (on purpose), but digital advertising works. Certainly, you’ve noticed those banner ads following you around online like a lost puppy. That’s not a coincidence. The banners you see are curated for you based on what your browser history knows about you. No, they might not drive immediate sales, but they increase awareness and keep your brand top of mind cost effectively.
The return on investment for SEM is easily calculated (cost per click, cost per customer acquisition) and the prices for clicks and banners continuously change, so it’s imperative that these campaigns are continually monitored and tweaked to deliver the highest ROI.
SEARCH ENGINE OPTIMIZATION (SEO)
Sure, we deploy sites that are built and optimized using current bestpractices. Please don’t confuse that with a real search engine optimization campaign.
To drive organic traffic to your site, SEO is a marathon, not a sprint. It’s an ongoing practice that not only keeps your site compliant to changingalgorithms of the search engines, but we also build links, add keyword-rich content, anchor text, social signals, and more.