Jumpsix Marketing

Archives

Jumpsix Blog

JumpSIX Marketing and outdated ideas

JumpSIX Marketing: Common Advertising Misconceptions

Advertising is a complicated topic, whether it’s digital advertising or marketing through traditional media. A lot has changed throughout its lengthy history, with new media coming along every few years to offer advertisers bigger, better, cheaper or more efficient ways of reaching their audiences.

As many opportunities as different forms of advertising you can come up with, there are always misconceptions to go along with them. The JumpSIX Marketing team can guide you through some of the more general, outdated misconceptions about advertising, which are as relevant to your digital marketing presence as any other form of promotion.

“We Don’t Need to Advertise – We Have Word of Mouth!”

Possibly one of the most common, and often most frustrating, statements heard in marketing departments from the higher-ups is that advertising is simply unnecessary. This can be heard in all sorts of industries and businesses – from larger companies to smaller start-ups that would benefit the most from a good ad campaign. Even a company like JumpSIX Marketing hears this from those outside the industry with frightening frequency.

Don’t get us wrong – word of mouth certainly is a great way of building your reputation. In fact, it’s one of the best, but it can only do so much. Getting your name and reputation out there through word of mouth requires a certain momentum that’s hard to maintain when you’re busy running a business. A new, trendy start-up restaurant might have an initial explosion of positive buzz that has customers lining up at the door, but if you don’t go on to capitalize on it with a well-planned marketing strategy, it will inevitably slow to nothing.

Take a look at the biggest, most successful and longest-lasting brands, whether it’s a giant chain supermarket, soda brand, or fast food service – do they advertise? They certainly do – in fact, they spend more on advertising than anyone else. When we said fast food and soda, two brands probably popped into your mind. McDonald’s and Coca-Cola. These brands have reached the point where simple words and phrases cause you to instantly think of them. They still spend millions of dollars on advertising each year.  If these established names that have existed for decades, with all of their money, reputation and branding success, don’t rely on word of mouth – you shouldn’t either.

“Advertising is Intrusive and Everyone Ignores It Anyway”

It’s definitely true that there are ads that we all hate. They might be cheesy and old fashioned, they might be plain annoying, they might even be outright offensive. But even the most irritating ad works on the most basic level – it gets stuck in your head. You might not even realize it’s happened until after the fact, but there’s a 99% chance you’ve used a business, service or product because when it came time to buy, their irritating jingle got stuck in your head, making them stand out. Their location may have even popped up first in your mind because you see them over and over again.

We’re not saying you need to go out of your way to be annoying just to get attention – although some advertisers have gone that route before – but writing off ads as unsuccessful just because they’re unbearable is a mistake. You should also remember that different things appeal to different people and an ad that one person finds grating might be hilarious to someone else. There are also plenty of ways to make an ad memorable without it being for all the wrong reasons if the time is taken to plan and produce it.

“We Can Do Our Own Marketing Much Cheaper”

There’s a frequent assumption many business owners make that all advertising is pricey and that it’s cheaper and just as good to do it in-house. Sure, if you’re running a huge corporation that can afford to employ an entire JumpSIX Marketing-style marketing department, fund them as much as they need and have enough oversight that they stay within your branding guidelines, doing it in-house may work. But a small business or store with no marketing pros on the payroll is going to suffer. Furthermore, JumpSIX Digital Marketing employs a staff of highly trained, certified, and knowledgeable individuals. We help our clients achieve their marketing goals more effectively and efficiently because we have the experience and know-how to do it. Such digital marketing expertise would take an in-house individual or team years to learn and leverage effectively.

Let’s go back to our small, new, independent restaurant. After the initial word of mouth excitement has worn off and business has slowed, what can they do to advertise without having to pay for it, and without anyone on their staff having the skill to do it? Flyering, asking customers to “spread the word”, hoping for a TV opportunity to come along, using social media within the limits of its free promotional capabilities – none of these will get you far. Even Facebook needs revenue sources to stay in business.

Not only that but if you’re distributing your own material, who will be making it? Who designs it? Who writes the copy? Who proofs it? Is there a branding guide in place? If not, can anyone on staff write one out? The questions quickly mount up, and soon enough you realize you need a whole team on hand to help. The only way to make an impact is to put the money into marketing.

As for it being cheaper to do some DIY advertising – this is only true in the short term. Looking ahead, good advertising is an investment. It might cost some money initially, but, if it’s done right, it will pay off in a big way as time goes on.

JumpSIX Marketing and Industry Understanding

These are only a handful of misconceptions about advertising and marketing. There are plenty more that we can cover in future blog entries, but if you think your business, restaurant, store, whatever it is you’re looking to promote needs professional advice and guidance, contact JumpSIX Marketing today. We have the team to handle all of the complicated, multi-layered challenges of making sure people know who you are. Contact us today or view the JumpSIX Marketing website for more information.

understanding your brand before starting digital marketing

Digital Marketing and Understanding Your Brand

Digital marketing is a great opportunity for your business. As the world becomes more digital, your company needs a virtual influence to stay relevant. Before hiring a firm like JumpSIX Marketing for your digital advertising needs, however, there are a few things you should understand about your brand. A little work at the beginning will make the entire digital marketing process much smoother in the long run.

Know Your Customers

Arguably one of the most significant elements to understanding your brand is knowing your customers. The customer base of your business will influence a vast majority of the decisions made for your digital marketing campaign. Your customers make your business. Digital marketing is an excellent way to both keep your current customers and bring in new business as well.

Know Your Voice

Finding your voice is an important step for your company’s brand when it comes to digital marketing.The main focus of finding your voice is determining the tone and the feel of your digital content. Some companies prefer a laid-back and conversational tone to the information on their website, while others like a very professional and formal tone.

Your specific business and your customer base have a big influence on the tone for your company. A wedding photography business will probably use a different tone in their digital marketing than a bankruptcy law firm, for example.

Know Your Look

A digital marketing firm like JumpSIX Marketing can design and maintain your company’s website, but in order to do that job well, you need to have an idea of the look you are going for. A cohesive look to all of your marketing elements from your website to email blasts and more creates an overarching feel of sophistication for your company.

Often, the look for your company is focused around your logo, but your ideas play a big part as well. You don’t have to have the specifics of what you want your digital marketing elements to look like, but a general idea can be very helpful. Draw inspiration from other websites and figure out what you like and what you don’t like. Remember that simpler is often better because it can translate across several different platforms very easily.

Digital Marketing from JumpSIX Marketing

At JumpSIX Marketing, we are ready to help take your business to the next level. Our marketing team can handle everything including web design, display advertising, search engine optimization, and more! For more information on how our team can help your brand and your business, contact JumpSIX Marketing today!

Digital Marketing Company Shares Ideas

Digital Marketing vs Traditional Marketing: Differences & Similarities

In days past, you had few marketing choices for your business. You could choose to place an ad in a local or national newspaper, pay for a commercial slot, rent billboards, start mail advertising campaigns, or decide on some combination of these. Okay, that might sound like a lot, but when you consider the marketing options available now, you can see how restricting traditional marketing is. Digital marketing adds new dimensions to your company’s ability to communicate and engage consumers. Not everything digital is necessarily better, but online marketing improves on many traditional marketing tactics or offers completely new ways to reach an even more targeted audience.

What Does Digital Marketing Offer?

When you hire a company like JumpSIX Marketing, you might not immediately understand everything they are doing to bolster your marketing and improve your outreach. After decades of major companies effectively using traditional marketing, these old-school techniques look and sound second nature. All of us can think of a jingle that stuck in our heads or can remember a commercial that made us want to rush out to buy a product. Digital marketing doesn’t have that history to rely on, so many people come to it with a skeptical lens.

In the simplest terms, digital marketing offers a more customized, accurate, and quantifiable approach to engaging consumers. Your business can target more specific audiences than ever before with social media marketing, search engine marketing, product listing ads, YouTube ads, and display advertising. With search engine optimization, web design, and social media outreach, you help shape the perceptions the community has of your business. Let’s take a closer look at these digital marketing avenues and how they relate and differ from their traditional marketing counterparts.

Online Advertising & Traditional Advertising

Marketing, like most aspects of life, builds on what came before. Many people joining the debate on the merits of digital marketing versus traditional marketing forget to consider how one evolved from the other. These two distinct approaches to marketing lie on a continuum. We hope to put digital marketing into the broader context of marketing and show how the traditional marketing you understand relates to the digital marketing we will use to grow your brand even more.

Display Advertising & Billboards

Imagine your company’s billboard standing alongside the road. It reaches thousands of drivers each day, leaving different impressions on each of them. This is great. Your billboard at least creates awareness. At best, it engages people in a way that will draw them to your business. But the billboard itself doesn’t act as a gateway to your physical location, and this is one way in which display advertising differs from your roadside billboard. Display advertisements not only stand beside the byways of the internet to engage people but they also offer them a way to click right to your website. Once there, they can contact you for your service or shop online. Display advertising generates awareness and excitement while also giving consumers the option to act immediately.

Search Engine Marketing & Print Advertising

Print advertisements and commercials can reach large audiences and create buzz about your business or products. Newspapers, magazines, radio stations, and TV stations, however, have very specific target audiences. Some of these audiences match your optimal customers better than others, but you have little control over changing this audience. You also have no way of giving these audience members a direct way to interact with your business. With both search engine marketing and social media marketing, you and your digital marketing advisors have direct control over the target audience. You can choose what searches you want your ads to show up for and what searches to disregard. For Facebook advertising, you can target users based on their self-expressed interests, history, and likes. Once you set up a campaign optimized for the perfect audience, you can track the number of clicks and purchases your online marketing brings in.

Web Design, Search Engine Optimization, & Selling Your Image

Though an often overlooked aspect of marketing, cultivating your business’ image goes a long way toward attracting customers. In traditional marketing, this means giving your physical location a personality unique to your business and creating a dialogue or atmosphere that tells your customers exactly what you are all about.

Web Design

Think of web designers not as tech savvy guys who love talking Star Wars (though at times we are that, too) but as interior designers for your digital location. At JumpSIX Marketing, our web design team is tasked with translating your image and personality to the digital world while also streamlining the experience for users. Your website speaks for you in ways often difficult to imagine, and good web design makes sure those words are exactly what you want them to be.

Search Engine Optimization

A website perfectly designed with your image in mind will give visitors to your site the first impression you want, but great search engine optimization can really convey your personality while benefiting you in other ways. Our search engine optimization team writes content focused on you, and we include keywords to help drive traffic to your site. This does two jobs in one. We portray your business in the way you wish, and we give your website the relevancy search engines need to rank your website above competitors. This makes your company easier to find and more enticing once found.

Choosing Digital Marketing

We don’t like to speak ill of traditional marketing because we understand how all marketing ties together. If you want to reap the massive rewards of the online world, however, you need digital marketing. We would love to work with you to get the most out of your online presence. Contact us at JumpSIX Marketing for more information on our services.

Optimize Your Mobile Web Design

Web Design: The Rise Of Mobile

According to the PEW Research Center, around 70% of adults in the United States use a smartphone. That’s a staggering amount of people searching on their phones every day. With this statistic in mind, it’s impossible to ignore how beneficial it is to have a good mobile-optimized website. When creating a web design, people sometimes neglect to optimize it for mobile devices. This is a mistake. A well-designed mobile site can be the difference between a consumer browsing your site or browsing a competitor’s.

In this era, you simply can’t afford to have inefficient web design across platforms. There are also a few SEO considerations you have to implement in your mobile strategy. Mobile SEO is very similar to traditional SEO, but there are subtle differences. JumpSix Marketing specializes in web design, SEO, and various other essential digital marketing services. Read on to see why mobile optimization is so important.

Mobile Web Design

Google has released information that more people are searching on mobile devices than on desktops. If that isn’t enough reason to want your website optimized for mobile, we don’t know what is. Think about the last time you looked something up on your phone. Did the search result you clicked on have an easy to navigate website or was it clunky and frustrating? You may not remember if it was seamless, but you definitely remembered if it was subpar.

People may not notice if your website is optimized for mobile, but if it’s not and it’s frustrating, you can bet they won’t be back. Mobile optimized web design makes it easier for consumers to interact with your website, buy products, or find the best way to contact you. The patience of the average consumer is considerably less than it was years ago. If a website is taking too long to load or it doesn’t have an intuitive mobile interface, they’ll just move onto the next one. Don’t let this happen to your website.

Mobile SEO

Believe it or not, having a poor mobile web design can affect your SEO rankings. In 2015, Google started using mobile friendliness as a significant ranking factor for their search engine. Their Googlebot needs to be able to understand your mobile page in order to consider it relevant. The most important factor that Google takes into consideration is responsive design. It all comes full circle, doesn’t it? This means you need to have a mobile site that is easy to read, intuitive, and has fast page loading speeds. This is just scratching the surface. There are many factors that Google considers when ranking a mobile website.

Contact JumpSIX Marketing for Your Digital Marketing Needs

JumpSix Marketing specializes in all aspects of digital marketing. Not only will we improve your web design and mobile optimization, we can take care of your SEO, SEM, display, and social media marketing needs. To get a strategy started, contact us today or view our website for more information.

SEO Across Search Engines

Optimize Your SEO for Google and Bing

As of now, there are three search engines giants. In first place we have Google with around 67% of all search traffic, in second you have Bing, and third is Yahoo. So ignoring Bing and Yahoo could be closing you off to about 30% of users. This is a huge number when you consider how many times people search for something on any given day.

Luckily, Bing and Yahoo follow similar guidelines, so if your SEO is optimized for one, you’re closely optimized for the other. Unluckily, there are some subtle differences between Google and Bing’s algorithm that can’t be ignored if you want significant rankings for both. It’s ideal to optimize your SEO strategy to meet both algorithms, but this can be difficult, especially for the inexperienced.

JumpSIX Marketing creates digital marketing strategies that rank across search engines. Letting us take care of your SEO will make sure you’re ranking on each major search engine. First, let’s break down the similarities and the differences in Google and Bing’s algorithms.

Google and Bing Similarities

Relevant Content

This may seem obvious, but both search engines value relevant and quality content with good keyword integration. If you are not providing value to users, Google and Bing don’t value you. Also, your SEO strategy should incorporate a local keyword strategy, which means you include your location in your keywords. For example, a good geographical keyword would be “digital marketing in Springfield, MO.” Google and Bing both place importance on keywords such as this.

Backlinks

Although Google values backlinks more than Bing, Bing still views them as important. If you have low quality or spam links, you’ll be penalized by either search engine. It is important to use the tools provided by these search engines to review how your website is interpreted by them.

Technical Issues

If your website is a mess of 404s, 301s, broken links, and technical issues, Google and Bing will deem your website as poor quality. Make sure your website is managed properly.

Google and Bing Differences

Keywords

Probably the biggest and most noticeable difference in Google and Bing’s algorithms is the way they recognize keywords. Google gives you more flexibility with your keywords where Bing is much more literal. Google can pick up on context and synonyms where Bing can’t. To counter this, you should make sure your keyword integration is thorough and balanced.

Social Media

Bing places quite a bit more importance on social media than Google. Google has slowly been working to give more value to social signals, but right now it views backlinks as more important. If you have a good social media strategy this aspect shouldn’t be a problem for your business.

Website Age

Google generally takes a website’s age or freshness into an account to a certain point. If two websites are the exact same, but one is older, than the older website would rank higher. That’s pretty much the extent of how important domain age is to Google ranking factors. For the most part, it is fairly insignificant. You can overcome having a newer domain by implementing plenty of fresh and authoritative content. Bing values websites that have been around longer, as they view them as authoritative. The best thing you can do is to continually create strong and authoritative content. Google will pick up on it and give you a better ranking faster than Bing will, but putting in the work will increase your ranking on Bing eventually as well.

Flash Player and Images

Google couldn’t care less about Flash. Believe it or not, Google will actually be discrediting sites that use Flash because it is not index friendly. The industry standard has improved so much that flash is now rather obsolete. As of now, Google interprets Flash as an image on a page. Bing is the opposite, they recognize multimedia in a much bigger way. Flash Player has pretty much gone the way of the dinosaur, so there isn’t really much reason to use it, especially because the primary source of search engine traffic ignores it. What you should do is include images with relevant alt tags and descriptions. Google will value this at some level, and Bing will really pick up on it.

Let the SEO Professionals Handle Everything

Google is constantly changing. Because of this, everything you’ve read in this article may not be relevant in the future. Don’t worry though, at JumpSIX Marketing we always stay current with Google’s ever-changing processes. Additionally, JumpSIX Marketing creates SEO strategies that will rank you across search engines. We can manage and build your site, take charge of your social media, and optimize your search engine marketing as well as your SEO. To find out how we can help your business, contact us today.

JumpSIX Marketing Can Prevent a Google Penalty

Learn About Google Penalties from JumpSIX Marketing

Did you know that your website could face penalties which are decided by a Panda and a Penguin? No, we’re not crazy, that’s just what Google calls some its search engine filters. These constantly updated algorithms determine specifically what sites should be penalized for poor quality content or spamming. While no one outside of Google really knows the exact formula of these algorithms, experts in the industry are always on the lookout for changes in how Google observes and ranks websites.

JumpSIX Marketing leverage innovative digital marketing and SEO techniques to make sure Google sees your website as valuable and relevant. If you’ve been penalized by Google, you may need to make some minor and possibly major adjustments to your website. JumpSIX Marketing can help you with this, but for now, let’s take a look at what Google penalties are, how to avoid them, and what you can do to resolve them.

What is a Google Penalty?

Google issues you a penalty when it decides your website is irrelevant or has poor quality content. Google’s main priority is to help its users find the most relevant and authoritative content its users are looking for. In an effort to push good content to the top of Google’s search engine results page, Google released the Panda and Penguin algorithm updates as a supplement to PageRank core. These updates feature different algorithms meant to “clean house” in Google’s search results.

PageRank Core

PageRank is the first and most well-known algorithm that Google uses. PageRank measures how important a website is and determines its order on Google’s search engine results pages. Chances are you’re already aware of the PageRank Core, so we’ll delve a little deeper into Panda and Penguin.

Panda

Panda was built first, in 2011. Panda’s job is to find websites containing poor quality content that are ranking high regardless. Panda is regularly updated, which means if you were previously penalized you can make changes and be relevant again after the next update.

Penguin

Launched in 2012, Penguin was released to penalize sites that spam search results. Catching sites that buy backlinks or obtain backlinks through link networks are penalized for scamming Google’s default PageRank Core algorithm. The same way Panda updates, you can remove your bad backlinks and have the penalty removed in the next update.

How Do I Know I’ve Been Penalized?

If someone from Google has manually penalized you, you may be notified. If you’re penalized by an algorithm, such as Panda or Penguin, you may not know. Additionally, Google has a tool that Search Engine Optimization experts can use to identify these, as well as other, manual actions against your website. Otherwise, unless you vigilantly check your website often, you may just eventually stumble upon the fact you’ve been penalized. You may find out by noticing that your website isn’t ranking for your brand name anymore, or that your website has dropped whole pages on search results.

These are just a few things that could happen when you’re penalized, and you may not even be aware of them. If you don’t fix your issues before the next update, you’ll be stuck in penalty until the following update. If you do not resolve the issue(s) within a reasonable amount of time, you will need to manually request a review after correcting the problem. That’s another benefit of JumpSIX Marketing managing your website. We can find out if you’ve been penalized quickly and efficiently fix the issues. JumpSIX Marketing also specializes in relevant content and SEO, so we’ll make it so you don’t get penalized in the first place.

What To Do When I’m Penalized?

You’ll need to find the issues or issues and address them properly. For bad links, you need to identify the negative links, connect the webmasters of these sites, and have them remove the links to your website. As a last resort, you can use Google’s disavow tool. The disavow tool gives you a last resort to request Google to disregard the associated link. If you have poor content, you may need a total revamp of on page content and blogs. Although this is a lot of work, this is another thing JumpSIX Marketing specializes in. We can help you get your site back where it needs to be.

JumpSIX Marketing is Your Digital Marketing Expert

As a Google partner, JumpSIX Marketing has the ability to optimize your site to meet Google’s guidelines and specifications. We create information-rich, relevant sites with strong links to increase your organic search ranking. By having us on your side, you can avoid the headache of website penalties. Contact JumpSIX Marketing today to see how we can help your business.

web design-like-this-considers-aesthetic-and-functionality

Functional and Beautiful Web Designs

Every business owner understands the importance of having a website. More and more people search for products and business information on not only desktops but also smartphones. Yellow pages are growing more obsolete by the day, and brochures and business cards are increasingly less effective than a solid website. But what web design gives your website the functionality it needs?

When most people hear the word functional, they think dull or ugly. They think: enough to do the job efficiently. Here, at JumpSIX Marketing, we know, however, that beauty and functionality go hand in hand. Our web designers pride themselves on creating aesthetically pleasing websites geared for digital marketing and generating conversions. We do not believe in sacrificing attractive designs to monetize your website. The best digital marketing strategy considers both aspects of web design as interconnected. A beautiful website is not always functional, but a website cannot be functional without appealing to the customer’s eye.

Your Web Design Is Your First Impression

No matter how well the content on your website defines your company or leads your customers to a contact form or product page, your website will not capitalize on these customers with an unattractive web design. Overly busy designs, dull designs, difficult to read texts, slow load times, and auto-playing videos and music can send potential customers back to search engines in a matter of seconds.

Website as Personality

Web design, even in the digital marketing world, is a highly creative and personal process. Our designers put their own creative energies into designing your website, but this is also a partnership. At the end of the day, the website reflects your business, and you should think of it as an extension of your business’ personality.

A dull website that offers no personality aside from a list of your business’ products reflects poorly on the personality of your business.Your business will appear boring and too straight to the point. People want to do business with someone with personality, not a list of options. Likewise, a web design full of attractive images and sleek layouts without any information will leave customers lost and overwhelmed.

To best entice customers and earn their trust, you need to straddle the middle ground. Think of your website as an extension of yourself and your business. You want customers relaxed, open, excited, and informed about your product. There is no better way to do that than by providing important information in a simple, creative, and interactive way.

Call to Action pages

No, a beautiful design should not be sacrificed, but at the same time, some purely functional aspects of web design work so well that they shouldn’t be abandoned. A call to action is one of these functional aspects, as are contact forms. These are great tools for turning new visitors into customers and new customers into loyal clients by providing them the opportunity to receive newsletters or to like or share your business on social media.

Some might consider a contact page or call to action page unattractive web design, but we, JumpSIX Marketing, think of this as just another way your website is a continuation of your personality. There is nothing tacky about continuing a friendship or business partnership with someone you met at a party or work function or business conference. Think of these forms and calls to action in the same way. You’ve found someone interested in your product and image, and you want to continue that relationship. These “functional” pages are a great way to do that.

Revamp Your Website with JumpSIX Marketing

The digital world evolves at a faster pace than the rest of the world, and a fantastic website in 2011 may lose you customers in 2016. Sometimes it is best to get an outside look at your web design to see if it still accurately reflects the growing personality of your business and the changing demands of the digital world.

JumpSIX Marketing has experience remodeling outdated websites into highly functional and beautiful sites that act as an extension of the business’ personality. JumpSIX started creating websites because our clients’ previous websites needed to be modernized for current online trends. We approach websites with an advertising perspective as opposed to simply going for beauty. We design our websites so that they ultimately achieve our clients’ marketing goals and objectives. Contact JumpSIX Marketing today for a website quote or just to talk about how to keep up in the competitive digital marketing age.

SEO keyword points with geometric polygon, vector

SEO Rankings: the Featured Snippet

These days, search engine optimization (SEO) is vital to digital marketing. Sure, search engine marketing (SEM) and display advertising are still important, and social media marketing continues to rise, but the authority and clicks that come from the highest organic rank are hard to beat.

Some potential customers see the word ad in a green little box and skip your product, but a top organic rank instills trust and gets clicks. But, what if we told you there is an organic spot higher than #1? SEO can take you to the number one rank, but with a little luck and a lot of work, it can take you even higher—all the way to the Google Featured Snippet.

What Is the Featured Snippet?

The Featured Snippet, also known as the answer box, appears at the top of a search engine results page (SERP) and answers a specific query. The Featured Snippet takes content from one of the top organically ranked websites for that particular SERP and answers the search query in a succinct and relevant way.

SEO and the Featured Snippet

If your company is new to the SEO or digital marketing game, there is no sense in targeting this coveted spot immediately. The Featured Snippet occupies the top organic spot but it still comes in beneath sponsored ads. Remember, SEO is a marathon, not a sprint. Content generation, keyword integration, and precise metadata inch your name higher and higher up SERPs, and this long-term game comes first.

The Featured Snippet comes as an added bonus to sites with fantastic SEO. Think of it as a way for those sites already on the first SERP to beat out the #1 spot without drastically increasing their content output.

Obtaining Rank #0

Get Your Site to the First SERP.

Search engines pull content from already top ranking sites to create the Featured Snippet. A dedicated, well-crafted approach to SEO can, with time and patience, get your site to the coveted first SERP. Just to serve as a reminder: search engine optimization is the process of creating content relevant to your product, content relevant to your consumer’s questions, and content easily crawled and categorized by search engines.

Try to Understand Customers’ Needs and Answer Their Questions

This understanding is important to SEO in general and the Featured Snippet in particular. Google rewards relevant answers to consumers’ questions, pages that accurately describe products and services, and websites that generally portray their businesses with transparency.

Consider Those All-Important Question Words:

Who, What, When, Where, Why, and How. Think of defining your products and services in response to questions constructed with these words. Use detailed, accurate, and relevant information in an easy-to-read and succinct way.

If your law firm provides consultations for people considering bankruptcy, you could structure a section of your page to answer the question, “What is bankruptcy?” If your dental clinic offers dental bridges, consider structuring a paragraph of your page to answer the question, “How Do Dental Bridges Work?” Structuring questions and responses into your informational pages will make your website a better reference for search engines. This will improve your chances of reaching the featured snippet.

With a mix of luck, expertise, and a firm SEO foundation to build from, anyone can reach the Featured Snippet.

SEO with JumpSIX Marketing

Organic traffic stays on sites longer and views more pages than traffic from Google advertising, but beating out the competition organically takes more time. Proper SEO is a full-time job, and many businesses don’t have the time or the staff to substantially improve their organic rankings. JumpSIX Marketing offers specific SEO packages to clients looking to capitalize on organic traffic.

Some people think they only need one or the other: search engine optimization or search engine marketing. Or they believe that it makes no difference if one digital marketing company manages their Google advertising while another handles their organic content. JumpSIX Marketing offers both services, and our SEM team works with our SEO team because we believe digital advertising and search engine optimization make a formidable pair.

If you want more organic clicks or you want to consolidate your online marketing, contact JumpSIX Marketing today. We are a full-service digital marketing company, and we are here to get you results.

blog writing for SEO

What is long form content and how can it improve your site’s SEO?

When it comes to content creation, there is no magic formula that instantly optimizes a page for SEO while attracting thousands of visitors. But there is a way to increase a page’s lasting effects and long-term SEO benefits. It’s called long form content.

Sure, the blog you just wrote on this year’s healthcare trends is interesting, but will it still be attracting tons of organic visitors six months from now? And how will your 200 word article stand up to your competitor’s 600 word exposé on the history of healthcare and the industry’s recent developments? For a copywriter, these are some scary questions.

As the world of online content creation continues to evolve, we should be determining what kind of information users are searching for and then pursue intentional methods to craft better content for our websites to better address those queries. One way to do that is with long form content. Not exactly sure what that is? Keep reading to find out.

Qualities of Long Form Content

Digital marketing expert Neil Patel defines long form content as blogs or articles that are longer in length and that demonstrate higher quality. While the word count of a long form article isn’t definitive, it’s one main aspect of this kind of content.

Long form content is overwhelmingly characterized by its extensive value. These kinds of blog posts or website pages are more beneficial for SEO because they provide higher quality, in-depth content that is authoritative, relevant and useful.

Long form content typically comes in the form of evergreen content: content that has long-term relevance and can be referenced over and over again. Some examples include:

  • “How to” articles
  • Definitions
  • Frequently asked questions

Of course, evergreen long form content needs to be constantly updated to stay relevant, but these kinds of blogs can be a game-changer when it comes to your website. They should be prominently featured on your site’s blog, sent out in email marketing campaigns and re-purposed over and over again.

SEO benefits

SEO Benefits of Long Form Content

Long form content has a ton of awesomely powerful benefits. These are just a few.

Gives your website authority. Long form content is essential for great SEO because it gives your site more authority. Not only does it give you a leg up on your competitors, but you’ll boost your status as an expert in your industry by providing a wealth of useful and educational information for your website visitors.

Relevancy. As we’ve said before, Google rewards authority and relevancy. Long form content that is relevant to your services or brand is extremely useful to your website visitors – thus improving your ranking with Google.

You’ll get more backlinks. Since long form evergreen content serves as a constant source of useful information for your website users, these kinds of articles will be linked to over and over again.

Increase conversions and organic traffic. According to the Kissmetrics Blog, long form content receives higher rankings in search results (hence better SEO). This means more users will be able to find you and your organic traffic will subsequently increase.

Material for marketing campaigns. Quality long form content is so good that it can even be used as a foundation for an entire marketing campaign.

Action value. Excellent long form content provides helpful tips that can be followed up with immediate actions. This is a huge value to your consumers and website visitors.

Although creating long form content requires a sincere dedication of time and effort, it’s more valuable for users and Google alike.

Creating Your Own Long Form Content

Now that you’ve learned all about what long form content is and the impact is has on your website’s SEO, the next logical step is learning how to create your own. We could write an entire blog on this (and probably will, so keep checking back) but for now, we’ll gloss over the basics of how to get started.

Choose a topic. Naturally, you’ll want to begin by picking a topic – but not just any old topic. Do some keyword research to determine exactly what it is your website users are looking for and craft your topics based on that. Consider a broad range of formats, such as a Q&A, FAQ or a step-by-step “How To”.

Define your audience and do your research. Equally as important as your article’s topic, is making sure you have correctly identified your audience. Glean as much information as you can about your potential readers and tailor your content to meet them right where they are.

Make an outline. As with any great piece of content, it all starts with an outline. Once you have determined your target audience and topic, do your research, cite your sources and create an outline for your article. Make sure you come up with compelling subheads – and lots of them! Long form content still needs to be scannable for readers who will inevitably skim over large sections and jump to the content they really want to read. Subheads can help make sure your readers don’t get lost, even if they jump into reading an article halfway down the page.

Get to work. Once you actually begin writing, try not to edit yourself as you go. That will only be a hindrance. Let the creativity flow and avoid padding your sentences full of unnecessary words in an effort to boost the word count. If your article ends up being shorter than anticipated, ask yourself what you could include to make it more useful for your readers.

Conclude with a call to action. The best way to conclude your article is with a call to action. Initiating some sort of response or action from the reader is a great way to get someone more interested in your product or service and encourage them to make a decision right then and there.

Creating long form content is certainly an investment, but by doing so, you’re likely to see improvements in your site’s SEO rankings, organic traffic, conversions and backlinks.

Jumpsix Marketing offers premier SEO services that include monthly content creation for your website. If you don’t have the time to create your own long form evergreen content, we are more than happy to do it for you. Contact us today to learn more about our SEO packages.

Display advertising terms

Part 2 Of Our Display Advertising Overview

Welcome back to JumpSIX Marketing’s three part blog series on display advertising on the Google Display Network. Part one dealt with some of the basics, and you might have come across a few terms in that entry that seemed confusing. Let’s go over some of the most common terms that crop up using the Display Network and simplify them.

Make an Impression

“Impressions” is one of the most common words that you’ll hear when you’re looking into display advertising. “Impressions” is a fancy word for how many times your ad has shown on a site that’s part of the Google Display Network. Impressions come at no cost to you, so if you’re focus is on branding or visibility, this is really the metric that matters.

Focusing on impressions is a cost-effective way to get your name, product or service out there. More impressions means more people seeing your ads, and you – thanks to the network being PPC (pay per click) – only pay when someone clicks one.

Be Particular About Placements

Placements, or targeted URLs, are an important factor in your impressions. While it’s great to get a lot of impressions, it’s even better if the people seeing your ad are actually interested in what you offer. While the Google Display Network will do its own thing in terms of finding placements, placing your ads according to your targeting, you can designate a number of specific targeted websites where you want your ad to be seen.

For example, if you offer PC repair you want your ad to be showing on sites orientated towards PC repairs and support – but also some that are related, rather than exactly on the same topic. Maybe pick some sites that just sell or review PC games? The drawback here is that deciding which placements suit your ad can lead you down an endless rabbit hole of options, which is why it can be beneficial to use a Google Partner agency like JumpSIX.

Make Some Exclusions

Much as you want to spread your ad far and wide, there are some places you don’t want it to show. Inappropriate or adult-orientated sites probably aren’t the best places to advertise. So, Google lets you exclude them and other categories from your advertising campaign. You can pick as many or as few exclusions as you want, based on whether potential placements would be irrelevant or inappropriate for you.

Much like picking your placements, however, this is another element of display advertising that can eat up your time and effort, since there is a potentially endless list of places where you wouldn’t want your ad to show. It can get especially complicated when you factor in that you can also exclude keywords and interest areas, and you need to get the balance right before you run the risk of limiting your audience.

Display Advertising Can be Complicated

Once you start using the Google Display Network to advertise, you’ll realize that in order to get the right impressions from the right users for the right cost is pretty complicated. It requires a delicate balance of watching different metrics closely, strategic planning and optimizations aimed at achieving your goals.

You also need to have patience. Unlike search advertising, display advertising may take time to show results, and if you make too many changes too quickly, it might take several days for the repercussions to take full effect, and even several more days to fix.

JumpSIX Marketing has a dedicated team of AdWords engineers whose responsibility it is to save you the time of crafting, optimizing and managing Google Display Network campaigns, allowing you the time to run your business and serve your new customers. If you’re interested in expanding your audience online, but don’t have the extensive time to invest in display advertising, JumpSIX Marketing today.

Join us for part three where we’ll break down some of the pro’s and con’s of the Google Display Network.