Calgary SEO Agency – Web Design and Business Strategy Tips
How does domain name affect SEO?
Recently an old friend of mine approached me about a new business venture. He wanted to know what domain name to choose for his business and how that would affect his SEO and organic search rankings. According to Google domain name is not a factor in organic search rankings so it really shouldn’t make any difference in your rankings no matter what domain name you use, however, many businesses use their business name as their domain name and your business name is going to appear over and over throughout your website.
How does choosing a business name affect SEO?
It can have an immense impact on your SEO and organic search rankings. By choosing an operating name that is going to ripple throughout the website over and over, it makes sense to capitalize on keywords that matter to your business. My friend told me a little bit about his business and asked me to do a little looking into the SEO implications of 3 different keywords. I looked at the 3 keywords in Canada and the same 3 keywords in the USA as he wanted to do business in the USA also. We were able to completely eliminate one of the keywords right away because there was hardly any search volume for it. The other keywords were good, one had lots of volume, and one had a decent volume, but demonstrated more intent to purchase. Knowing the industry, I then did a bit of competitor research and looked at what keywords his future competitors were using to see if we could gain any insight into better SEO keywords to use for his operating name. I ended up discovering a couple of important keywords that he hadn’t considered that he would be able to use in his operating name to improve organic SEO.
Calgary Advertising Agency Considerations – Which Locations?
As I mentioned, my friend also told me he was interested in exporting his product to the United States and I so I included the SEO research for the United States as part of my deliverable to him. The relative volumes between the 3 keywords were all in proportion but there was a striking difference; the Google Search advertising or CPC costs in the United States were double those of Canada! With a limited advertising budget, it was clear that if he wanted to use search advertising as part of the marketing mix, focusing on the Canadian market would get us many more clicks for our budget. The other part of this equation is that Google looks at the landing page your ads are taking people to and compares that against the keywords you are advertising for and increases or decreases the amount you pay per click based on how well the landing page matches up to the keywords, so doing good SEO work at the outset is going to set you up for better advertising costs and results later on when you are ready to advertise.
Calgary Advertising Agency Considerations – Search or Social Advertising?
My friend was not excited about the CPC estimates that Google Search Advertising had provided, it was between $CAD 0.50 and 1.50, which in my experience is quite low, and so he wanted to know about advertising on Social Media. I told him that I had a lot of experience advertising on Social media and that for this particular product, Facebook advertising was going to be one of the best ones to consider. Typically, you get far lower CPCs on Facebook compared to Google Search, but you also aren’t getting people who are necessarily in buy mode. What we agreed to do was setup an initial budget and split it between Facebook and Google Search. From there we would track all the purchases that resulted from ad clicks and compare where we got the best Return on Ad Spends (ROAS) or Return on Investment (ROI) which was how he understood it, coming from an investing background. By setting up your website to collect all the analytics data and conversion data, it is possible to turn advertising into a near science so that you can say with reliability how much more product you can see for every extra dollar of advertising you invest.
Calgary Webdesign Experts
At Vertech Marketing Inc. we don’t just make websites, we set you up for success in SEO/Organic Search Rankings, Organic Conversion of website visitors into clients, and Advertising success. Because we equip your website to monitor conversion data, we can leverage the analytics your website will be collecting into your ad campaigns to give you more certainty about when, where, how much, and why to spend your advertising dollars.
Vertech Marketing Inc. is here to help your business succeed. We pride ourselves on excellent webdesign, marketing, and advertising skills.
Contact us today for a FREE Consultation and see how we can help elevate your marketing strategy!