What Can A Local SEO Consultant Do For Your Business?

You’re a small business owner that wants to improve their online presence. You may think that you’re ready to hire an SEO agency, but if you’re planning on hiring a huge SEO company, think again.

If you want to get the most out of your PPC and SEO budgets, you’ll hire a local SEO consultant that’s nearby and knows how to add a localized flair to your digital marketing efforts.

Curious about what you should go down the local route? Read on to learn more.

Why You Need A Local SEO Consultant

When you’re looking for SEO help, make sure to go local. A local SEO consultant can give your campaign the time and attention it needs to grow.

An SEO consultant that’s located close by and specializes in revamping SEO with localized keywords can do wonders for your business. After you read this post, you’ll wonder why it’s taken you so long to go down the localized route.

Having A Website Isn’t Enough

In the past, just having a website was enough to have an online presence. In today’s highly connected world, having a website is only one small part of having a complete internet presence.

Too many small business owners assume that simply having a website will be enough to have a significant online presence. They don’t take rankings, PPC spends, or other digital marketing methods into account.

If your website isn’t optimized for SEO, it’s almost guaranteed that you aren’t showing up in search results.

Your competitors have been pouring money into SEO and digital marketing services. A simple website that hasn’t been updated in years can’t compete with a robust website that has been bidding on local keywords for two years.

Get More Attention

When it comes to getting the help and advice you need, a local SEO consultant can’t be beaten.

When you’re working with a large company, you’re going to be one person in a sea of clients. The person you work with is going to be busy dealing with clients around the world, some of which will require a lot more attention than a small business.

A huge SEO agency that works with big brands simply won’t be able to devote a lot of time to a small business. That’s why you need to find some localized SEO help.

A local SEO agency or consultant won’t have as much on their plate, and they’ll be able to help you whenever you need. You’ll get prompt answers to your questions and will be treated like a high-priority client.

Get The Education That You Need

You may be willing to hire someone to handle your SEO and digital marketing needs, but you should still try to learn as much as you can about SEO so you can understand your campaign.

An agent at a big SEO company will be busy, and most likely won’t be interested in walking you through the basics of SEO.

But you can get that help with a small local agency.

A local SEO consultant understands that their clients may not know a lot about SEO. They’re used to dealing with small business owners that don’t have the time or the knowledge to properly plan and execute an SEO campaign.

They’ll be able to teach you whatever you need to know to truly understand SEO and how the campaign is doing.

Mobile Search Has Made Local Targeting More Important

Did you know that it’s estimated that nearly 60% of all online searches around the world are performed on a mobile device?

That high number means that if you aren’t using a local SEO consultant, you’re missing out on a lot of traffic.

A lot of people that use local searches also have location information on their phone. That means that when the search for something, the search engine they’re using will purposely promote business and services close to them.

Even if they don’t have location services enabled on their phone, simply adding “by me” to the end of their search phrase will bring up local results.

If you don’t have a localized SEO campaign, you’re missing out on a lot of potential customers.

Attract Customers That Are Ready To Buy Now

If you’re familiar with sales, you know the importance of having a robust sales pipeline. When you’re a local business owner, you hope that people will wander in and want to spend money.

One of the benefits of using local keywords is that you’re more likely to find somebody that has a need for a product or service right now. They aren’t browsing or just spending time out of the house, they’re ready to buy right now.

A local SEO consultant can help you find the right keywords to ensure that you’re targeting interested buyers.

Use Cost Effective SEO Methods

Sometimes it’s a good sales strategy to cast as wide of a net as possible when you’re trying to attract new customers or clients. But in SEO, a wide net can waste a lot of money.

Local businesses that don’t localize their keywords or target nearby customers are wasting money on their PPC and SEO methods.

As a local business, you only need to reach a small part of the population. People located in your town, city, county, or even state can be good targets, but outside of that, you’re wasting money.

Bidding on local keywords and optimizing your website with local keywords can bring in more business than keywords that aren’t location specific.

Expand Your Brand

One of the benefits of proper SEO goes beyond digital marketing. When SEO is used right, it can become a way to build your brand.

SEO and your brand go hand in hand. The better SEO your business has, the more likely people are to learn about your business and understand your brand.

Do you want to known as a local expert? Are you looking for a way to become a thought-leader and build your company image?

A local SEO consultant can help you build up your business and yourself. The right combination of content and keywords can make you an authority in seemingly no time.

Next Steps

Now that you know about the benefits of a local SEO consultant, you’re eager to find one of your own. Be sure to contact us today so we can talk about your SEO needs.

While you’re waiting to hear from us, take some time to educate yourself on digital marketing with our blogs. Check out our post on social media management so you can start improving your social presence.

Google SERP Elements in 2018

Do you remember when Google’s search results were just a list of blue links with plain text descriptions? Looking back, it must have been much harder to find what we were looking for. We had to actually use our brains to read through the results and pick out the one that best answered our question, then click on it to find our answer.

Now, we’re basically served our answers on a silver platter.

Throughout the years, Google has added more and more bells and whistles to their search results pages (SERPs) to deliver the best possible results to you, their user. Now, you’ve got star ratings, outline boxes that pop up with your answer in them plain as day, scrolling lists of things across the top of the screen, products to shop, tweets, news updates, and a lot more. Google wants to be your one-stop-shop, and they keep improving their results to make that happen.

Let’s take a closer look at the anatomy of a SERP.

The Local Pack

If you’re performing a local search, Google will serve you a Local Pack at the top of the organic results. This is a listing of three nearby places or businesses that match your query. For instance, let’s say you live in Minneapolis and you’re looking for a jewelry store. You head to Google and type in “jewelry stores.” Here’s your Local Pack:

Local Pack

Each Local Pack features three listings with a “More places” button at the bottom to click to see more listings. You’ll also see more dots on the map, which you can click to explore. Within each listing, there are reviews, the address and phone number of the place, how far it is from you, and whether it’s currently open or closed.

For local businesses or places, getting into the top three listings in the Local Pack is an awesome way to show up at the top of the SERPs. There are a number of ways that local businesses can work on coming up in those coveted top three spots. Tactics such as getting more good reviews, using location schema on your website, building local citations and links, and building out your Google My Business listing can help you gain more local visibility.

Note that you can also filter results by rating and hours of operation. This makes it especially important to get good reviews, not only because people will make decisions about your business based on your star rating, but they can now filter out results with a star rating lower than what they’d prefer.

Shopping Ads

Instead of looking for a jewelry store, let’s say you want to buy a Mother’s Day gift online. Searching for “mother’s day gift” will bring up Google’s Shopping Ads:

Shopping Ads

These ads are run by businesses who’ve connected their online stores to Google’s Shopping network. You can scroll through more gifts using the arrow, or click “Shop for mother’s day gift on Google” to bring up the main Shopping page. Clicking to buy a gift here will bring you to the seller’s store. These sellers pay Google to show their products to consumers. If you run an ecommerce website, you could show ads here as well.

Local Services Ads

Home and property owners are a pretty big portion of Google’s users, and they’re often in need of local services. So, in 2017, Google rolled out Local Services ads. These ads are shown only for certain local services such as HVAC, plumbing, electric, general contractors, cleaners, and locksmiths, and to be eligible to run the ads, businesses and their staff must be background checked and approved by Google. In a nutshell, these ads allow Google to keep searchers clicking on their own ads instead of visiting, say, Angie’s List. Still, whatever their intent, Google has made finding top local service professionals very easy.

Here’s an example of what these ads look like when searching for electricians in Minneapolis:

Local Services Ads

That green “Google Guaranteed” checkmark sure does look promising and official, doesn’t it? Plus, on mobile, each ad features a “Call now” button, so you can easily click to call any of these businesses.

You can see why local service companies would want to show up in that spot, especially since it’s at the very top of the SERP. Visit Google’s Local Services Ads page to learn more.

Regular CPC (Cost Per Click) Ads

Yep, you can still pay Google to display a regular old ad. However, there are a lot of ways to customize your ads now to display more information about your business, such as specials, more sitelinks, a clickable phone number, and more. These ads appear at the top and bottom of SERPs, and will come up for just about any query.

For example, here’s an ad that pops up when searching “Minnesota vacations”:

Regular CPC (Cost Per Click) Ads

While these are the traditional ads that have been around for many years, Google keeps adding more options for them. They’ve also recently expanded the amount of text you can use, so you can better explain your offering in your ad.

The extra things you can include in your ad are called Extensions. For more about Extensions, read Google’s guide.

The Knowledge Panel

Alright, now you’ve looked at Mother’s Day gifts online and you’ve decided you’d rather patronize a local store to make your purchase. You hear an ad on the radio for a local store’s Mother’s Day promotion and you decide to check it out. Typing in the name of that store will bring up Google’s Knowledge Panel:

The Knowledge Panel

The Knowledge Panel appears in the right side of the SERP, and provides you with a bunch of information about the business or place you’ve searched. You’ll see pictures, a map, the address, hours and phone number, reviews, popular times, and more.

If you’re a local business or place, you can control some of what’s in your Knowledge Panel by updating your Google My Business page. Add images, your contact information, your website and more to make your Panel look great. In general, the more you add to your Panel and the more often you update it, the more chance you have of being ranking high in local searches on the map.

The Knowledge Graph

Yep, there are two “Knowledge” pieces to Google’s search results. The Knowledge Graph is Google’s most recent pride and joy, and it’s something they’re working on constantly updating. You’re seeing the Knowledge Graph any time you perform a search and see a carousel at the top of the page or a box on the right-hand side that’s not a local Knowledge Panel.

For instance, here’s an example of a carousel in the results for the query “2017 movies”:

The Knowledge Graph

Carousels will come up when searching for books and movies, actors/famous people, art, and more.

An example of a right-hand sidebar knowledge graph is what you get when you search “Christopher Columbus”:

Sidebar Knowledge Graph

As you can see, it looks very similar in style to the Knowledge Panel, but features data instead about people and things, not local places. You can find answers to a lot of questions in Knowledge Graph cards. Try asking Google anything about history, science, animals, space – the list goes on.

Google continuously works on updating their Knowledge Graph to make SERPs into more easily scannable and navigable pages. For more information on the Knowledge Graph, check out Google’s page of information on it here.

Featured Snippets

Featured Snippets are relatively new in the evolution of Google. These are snippets of information from a top-ranked website that Google thinks effectively answers your query. It pulls the information for you and puts it in a box at the top of the results, and provides a link to the page where the answer came from if you need to learn more.

Here’s a great example of a Featured Snippet when performing a search for “How to Install Vinyl Flooring”:

Featured Snippets

Featured Snippets come up for many queries, from how-to’s to people, places and things. They’ll pull in answers to questions in lists, pictures, bullet points – they’re really helpful.

Featured Snippets are really important pieces of search in the present time, especially, for a couple reasons. First, for a website, getting your information pulled into that snippet can increase your click-through rate by a lot. Lowe’s is probably getting a lot of people visiting that page on their website, because it’s featured in that box. It can have the opposite effect, though. If a searcher’s question is answered entirely in that box, there’s no need for anyone to click through to your website – they’re already found out everything they needed to know.

Another reason Featured Snippets are really important right now is because of voice search. The number of in-home smart speakers is on the rise and more people are using the voice search function on their phones, so voice search is really increasing in popularity. If you ask Google something from your phone or your Google Home, guess where it pulls the answer from that it reads to you? Yep, Featured Snippets.

Twitter Cards

Google sometimes pulls tweets into their SERPs. Searching for a trending topic, a hashtag, or a famous person might bring up some tweets.

For instance, searching for “Ellen DeGeneres” brings up her own profile with her most recent tweets:

Twitter Cards @ Name

When searching “#quoteoftheday”, we instead get three recent tweets using that hashtag:

Twitter Cards Hashtag

Twitter Cards are just another way Google is trying to make its SERPs as close to real-time as possible. In our hashtag search, see how the most recent tweet pulled in was from 41 seconds ago? Imagine if you were searching about breaking news. You’d see results from news outlets about what’s going on, but then you’d also see up-to-the-minute tweets right there in the search results.

Top Stories

Specific websites are categorized as News in Google search. If there are news results found that pertain to your query, Google will grab those stories and put them into your search results. To access all of the News stories then, you can click the “More” button underneath or head to Google’s News tab.

For example, here are some stories about black holes:

Top Stories

Although these tend to be recent, they aren’t as up-to-the-minute as the Twitter Cards are. Still, they add extra information to the SERPs that you might be interested in.

People Also Ask

To keep you searching, Google added a “People Also Ask” box to their SERPs. These are queries that are similar to yours that you might be interested in. They’re always closely related to what you’ve typed in, but broaden your question a little.

For example, here’s the box that Google presents you with if you search “spring solstice”:

People Also Ask

The Full Picture

Oftentimes, searches will bring up multiple of the aforementioned components. Google doesn’t just want to find your answer for you – they want to give you as much information as possible, and then some. Depending on your search, you’ll be served a combination of all the different components of Google search. Every search will contain the regular organic links, but the rest is up to Google.

Let’s take a look at the SERP for “lemur facts”:

The Full Picture

Here we have a Featured Snippet from The Fact site about lemurs, a Knowledge Graph card on the right with all the basic information about lemurs, and a People also ask box with questions related to lemurs that are often searched. Google doesn’t just want to give you the answer to your question – they want you to be immersed in the entire world of lemurs.

All these components come together to serve you the best answer to your query and keep you interested in the results, giving you the best search experience possible.

Will we have to click on any websites in the future, or will Google just serve us any and every answer we could imagine? I guess we’ll have to wait and see.

8 Reasons Your Ohio Business Needs Professional Internet Marketing Services

Ohio has a thriving and diverse business community.

The state is a hub for industries like scientific and tech services, retail, healthcare, and construction. These industries and more make up the unique tapestry that is Ohio small business.

But in recent years, that tapestry has changed for businesses in Ohio and all over the world. The way businesses were marketed 5 years ago, simply does not apply today.

With business innovation moving faster than adoption, it’s important to ensure your internet marketing needs are met. To do that you must hire a professional internet marketing services.

Here are 8 good reasons why.

#1 To Crack the Google Code

Hiring a professional for internet marketing services ensures your SEO needs are met.

Keywords and Google

When most people think about SEO, they think about keywords and Google. However, that’s only a partially accurate way to view SEO and Google rankings in 2018.

Google’s complex algorithm is always changing. One reason for this is to stay ahead of lay-marketers who are trying to “beat the system”.

For example, when Google started ranking many years ago it based its algorithm on instances of keywords to determine who the authorities are on a given subject.

But marketers and lay people used that to their advantage, doing things like keyword stuffing their websites, which bogged them down with useless content and irrelevant keywords.

Recognizing this, Google has changed its algorithm many times. Today, it seeks out breadth and depth of blog topics and penalizes websites that stuff with keywords or are generally bulky.


Content is an important piece of the SEO and Google puzzle. A professional marketer knows this and will seek out the best writers to create interesting, relevant content for your target market.

Maps and Local Listing

For local Ohio businesses, it’s critical to show up on Google Maps and local listings.

Having an organic ranking that puts you on page one or two of search results is not the same as showing up in local listings on Google.

Ideally, you want your website to do both. Local listings are especially important if your business relies on Ohio consumers. Hiring a professional will ensure you show up in all the right search results.

#2 To Make Sense of Data

What does all this SEO stuff boil down to? Consumer data is vitally important.

Honing in on data about your target market is not new. It’s always been a big part of traditional marketing to understand your audience, and that still rings true today.

But with the advent of internet marketing services, data about consumers has never been so accessible. If you aren’t tapping into your analytics you are missing out on a treasure trove of customer data waiting to be used.

In addition to telling business owners whose buying their products and services, internet marketers can use this information to digitally target new customers and improve SEO with targeted content, appropriate backlinks and more.

#3 Because There’s No Substitute for Human Intelligence


In all seriousness, no matter how much data can be scooped up by AI bots there’s always a need for someone to interpret that data and figure out how to use it.

As a small business owner, you likely specialize in running your business — not marketing it. And if you fancy yourself a savvy marketer, that doesn’t mean you understand the world of internet marketing services.

If you do, gold star for you. But why not turn marketing your business over to a trained professional who keeps up with the latest trends in technology?

#4 To Save You Time

Business owners are always short on time. Running a business is a 24/7/365 kind of job. It doesn’t leave much room for family, vacations or blowing off steam.

When it comes to marketing, that’s a full-time job too. Internet marketing services are too important to be an afterthought.

Save yourself the time and trouble and hire a professional.

#5 To Make More Money

What if you could save yourself time while making more money? Wouldn’t you jump at the chance?

The truth is you can!

Internet marketing services, by design, raise awareness for your business and can even drive local traffic to a retail location. Make money when you hire someone to handle your internet marketing.

#6 Because Internet Marketing Services are Always Changing

Almost frustratingly so, the world of internet marketing is dynamic. Once you lock into one strategy, another must-do concept emerges. Take the Google algorithm example above, for instance.

You may think keywords are the way to go, but if you focus too much on keywords without relevance and finesse, it can actually hurt your business!

One small mistake in the world of internet marketing can mean less web traffic for you and fewer customers.

That’s a gamble you don’t have to take.

#7 To Ensure Your Brand Has a Chance to Resonate in the Ohio Market

Hiring a company like iSynergy that understands how to brand businesses in the Ohio market is vital for those that want to gain local traffic using internet marketing services.

It’s simple. If you want to get more business in Ohio, you need to hire a company that understands Ohians and your target market.

Once that occurs, we can focus on a strategy together.

#8 To Envision Future Marketing Strategy

Lastly, when you hire an internet marketing professional you are bringing on a knowledgeable team member who is committed to your growth strategy and personal success.

You can tell us what you want to achieve, and we’ll do the strategizing for you.

Final Thoughts on Internet Marketing

When it comes to internet marketing services, it’s important to hire a professional if you are going to remain competitive in the Ohio market.

For more information and ideas on how to drive local traffic to your business, click here.

8 SEO Tricks for Small Business Owners in Ohio

There are over 900,000 small businesses in Ohio. That’s a lot of competition you have to deal with on a daily basis. The best way to get your fair share of the spending market is through strategic SEO tricks.

SEO refers to your ranking on search engines. In fact, the abbreviation stands for search engine optimization. Improving your ranking on Google and Bing is the most effective way to find new customers, even for localized businesses.

Did you know over 1 billion people utilize Google to find answers, businesses, and products? You need to get your name and branding in front of these people, and SEO tricks are the best way to do that.

Here are our top 8 SEO tricks for small businesses owners in Ohio.

1. Build a Google My Business Page

The most important thing you can do is to create a Google My Business Page. When you search for a business, such as “chiropractor near me,” there are a select couple of businesses that appear on the right-hand side of the search results.

These businesses are the first thing that your customers are going to look at. In order to get your name and business in front of them, you have to create a Google My Business Page.

They are easy to do but can take time because Google will send you a letter. For that reason, it’s best to get started as soon as possible.

2. Encourage Online Reviews

After you’ve created a Google Business Page, you need to get some good reviews on it. People are much more likely to choose a business that has lots of good reviews than one that has none.

Find the best ways to motivate your customers to give good reviews. You could offer a free product or service, put their name in a drawing, or give them an extra stamp on their loyalty card. Whatever you choose, you just need to do it.

Sometimes asking after a good experience is enough to encourage your customers. Be sure to include your employees in the strategy. They can have a big effect on the customers as well.

3. Improve Your Site

The next step seems obvious, but it’s very important. You need to make sure that your site runs smoothly. Search engines like Google, penalize companies big time for errors in codes or links.

Some simple ways to improve your SEO is to improve the page speed, remove broken links, and fix formatting errors. By following these steps not only will your site run more smoothly, but people will stay on it longer as well, which is great for rankings.

Even the best SEO sites still need good creative designs, however. Do you know why?

4. Add About Pages for Your Team

For certain businesses such as physicians, lawyers, artists, etc., it’s not only important to market your business but also your employees. Writing about your employees’ specialties will help you to gain more traction on SEO as well.

Depending on the length and the number of employees you want to highlight, you can have one about page or multiple. It’s crucial for all businesses websites to have a clear about page with their employees and traits.

Be sure to include your location in that description as well.

5. Geotag Your Photos

Did you know you can mark where you are in your photos? While private and personal accounts don’t typically use this feature, it’s great for businesses.

You can upload your photos to your Google Business Page. This will add a lot of credibility to your brand. Not only that, but it will also help people to see what your shop or office looks like.

This is a valuable feature because it can make finding your business easier both on the web and in real life.

6. Improve Voice Search

A new trend that is emerging is voice search. With new technologies such as Alexa and Echo, people are now able to search and find answers just by talking.

Optimize short passages that Google can read out loud. Often Google only chooses one place of information to answer a question. Make sure that you qualify by using the right length and word phrasing.

7. Petition Local Directors and Sites

Our next SEO trick can have a big impact right away. Petition local directors and sites. There are companies, such as Yelp, that have worked a long time to build up their user base and give them good information.

If there is a site that caters to your audience already, you don’t have to reinvent the wheel. Instead, try to get some quality coverage on that site. You’d be surprised by how much traffic you’ll start to receive.

Every site has different requirements, so be sure to do your research first. In fact, Yelp is based on others reviews of your product. It’s illegal on their site to reward positive reviews.

Knowing simple rules like this will help you to navigate the best sites and get the most out of their platform.

8. Create a Localized Blog

The last trick is to create a blog. While there are hundreds of thousands of blogs out there, many are not localized for the area they are in.

You can do this by adding in location-based keywords, such as “Ohio baker” or the name of your city. Be sure to combine both locations and the keywords you want to rank for in one blog.

This will ensure that not only are you getting more traffic, but you are getting the right kind of traffic as well.

Find More SEO Tricks

SEO can seem like a daunting task. There is so much to learn and so many different ways to work on it. However, you don’t have to do it alone. Hiring a digital advertising agency can help you get the hang of things and learn even more SEO tricks.

Find out what a digital advertising agency can do for you and how you begin improving your bottom line right away. Contact us for more information.

Local SEO Agency like iSynergy will grow the number of visitors to your website, bringing in more conversions and leads.

Local SEO in 2018 from an SEO Agency

Do you remember the days when choosing a local business was all about picking what was close by, what a friend told you about, or what you could find in the yellow pages? Remember when you didn’t have to take into account the bias of what a Local SEO Agency guided you to choose? That thick phone book really came in handy when you needed a business, the likes of which you hadn’t worked with before. You’d thumb through the list and pick one based off of how close to you they were, or whichever one’s name sounded the most appealing.

Thankfully for most of us, times have changed. Choosing a great business to provide you with a product or service is now something that can be researched online and carefully picked based on whatever factors are most important to you, such as reviews, ratings, recommendations and location.

If you’re a local business, you have to both be present and stand out in online searches in your area. To do that, you absolutely need local SEO services.

What is Local SEO?

In general, Search Engine Optimization (SEO) is the process of using a variety of both on-page and off-page tactics to grow the number of visitors to your site, bringing in more conversions and leads and/or sales. Local SEO is the same thing, but focuses on a local area, such as a city.

For instance, let’s say you’re a plumber in Portland, OR. Ideally, someone in need of a plumber in Portland would open Google, type in “Portland OR plumber” and find you right there. A local SEO agency works on making that happen for you.

Anatomy of a Local Search Results Page

When you perform a local search, the results you see can be divided up into a few different sections. Let’s go back to our Portland, OR plumber example and search for a local plumber.

The first thing you see is called the Local Services ads:


These ads put advertisers through background checks in order to be “Google Guaranteed”. These ads won’t show up for all local searches – only those for these specific local services:

  • Auto glass services
  • Carpet cleaning services
  • Cleaning services
  • Electricians
  • General contractors
  • Garage door services
  • HVAC (heating or air conditioning)
  • Handymen
  • Locksmiths
  • Painters
  • Plumbers
  • Roadside assistance
  • Tutors

If you’re in any of these vocations, Local Services Ads are a great way to show up at the very top of search results.

Next, you’ll see the regular PPC ads:


These ads are paid for and run via Google AdWords.

After the ads, you’ll see what’s called the Local Pack:


Securing a spot in the top three results in the local pack can be ridiculously awesome for any local business. Being one of these top three listings gets you a lot more visibility and puts you at the top of the page, without having to pay to get there. As a local business, this is the ultimate spot to get listed.

Below the local pack, you’ll find the regular organic search results:


In our example here, one of the plumbers, 3 Mountains Plumbing, comes up both in the local pack and high in the organic search results, making them more visible than their competitors (in the local and organic search results).

Now, there’s one more piece of the local search puzzle that’ll come up if we search a specific plumber. Let’s go with 3 Mountains Plumbing:


This is called the Knowledge Panel. Much of the information is pulled from the business’s Google My Business profile, and it comes up to the right of the list of results when searching for their name (and was in the Local Pack we saw earlier). In it, you can see their address, contact information, website, reviews, and location on the map. If they were working with a savvy local SEO agency, you might also see links to their social media profiles in their listing.

Elements of a Successful Local SEO Campaign

A local SEO campaign is made up of multiple components. When working with a local SEO agency, they’ll work on each of these elements (plus more) to get you as much visibility in your local area as possible. To be highly visible, you want to be in as many of the above sections as possible. If you’re not on the first page of results, you’re just not going to get the calls and leads/sales you need.

To get on that first page of results and make it into the Local Pack, you’ll need to perform a combination of all of the following local SEO components.

NAP Consistency

The very first thing you need to be aware of in local SEO is the importance of NAP consistency. NAP stands for Name, Address, Phone number, and you need to keep it consistent across every site your business is listed on. The NAP in the footer of your website needs to match what’s on Google, Facebook, Yelp, and any other website you’re listed on. When Google’s algorithm is deciding whether or not to rank you for any given search, if it finds inconsistent addresses for your business, it might just decide that that’s too confusing and keep you lower in the search results.

Build Out Your Google My Business Listing

Claiming and building out your Google My Business listing is the first thing you should do in any local SEO campaign. Add your logo, images, and video, and keep it updated with weekly posts. All of this information will help your local visibility and will be displayed in the Knowledge Panel in a branded search (searching for your name directly).

The Knowledge Panel will display your social media profiles, if you follow the directions Google gives in their Google My Business Help area. You’ll need to use structured data on your website to tell Google which social profiles belong to your business.

Filling out your Google My Business listing will also give you a better chance of making it into the Local Pack. Google uses a lot more data than just how filled out your profile is when it picks who to display in the Local Pack, but it really can’t hurt. Plus, it makes your branded searches look great!

Get More Reviews

Part of building out your Google My Business listing and running any kind of local search campaign should also include getting more reviews. According to a 2017 survey by Bright Local, 85% of consumers trust online reviews as much as a personal recommendation from a friend. The same survey found that positive reviews make 73% of consumers trust a local business more. Clearly, having positive online reviews will mean more calls and more leads. If your competitors have better ratings, you will lose business to them.

Getting more positive reviews and building up your ratings on the review sites that are the most influential in your industry has to be included in any local SEO campaign. If you have poor reviews, it won’t really matter how great your rankings are – you’ll still lose business to competitors with good reviews.

Of course, no matter the industry you’re in, your reviews and ratings on Google are very influential. Although Google does display reviews from other websites, if someone is using Google to perform a search, the Google reviews are the first glimpse they’re going to get of your rating. Make sure it’s a good one to increase your chances of getting that phone call or lead.

Build Online Citations

Online citations are mentions of your business (your NAP) across the web. Citations are different from links, though. Whereas building links is more about creating links to your website on relevant industry sites, building citations is about creating mentions of your business’s name, address and phone number across the web. These listings might include a link to your website, but are usually nofollow links. Examples of websites you’d see citations on would be YellowPages, FourSquare, MapQuest, Angie’s List, and Manta.

Perform On-Page Optimization

On-page optimization is an incredibly important piece of any local SEO campaign. If you’re a plumber in Portland, your website needs to say you’re a plumber in Portland on every page. A local SEO agency can help you determine which keywords to use and help you optimize your content for them.

Every page should have an optimized title, meta description, URL, header, and page content. Your address and phone number must also be clearly displayed and easily read on your site (again, for NAP consistency). Of course, too many instances of “Portland OR plumber” can start to look spammy, so make sure you’re optimizing each page, but not keyword stuffing.

Each page should be optimized for one specific keyword or keyword phrase. For instance, if you’re a plumber in Portland and one of the services you offer is hot water heater tune-ups, that service page on your site should have “Portland OR water heater tune-ups” and “plumber” included in and mixed throughout the meta title, description, headings, and content.

Social Media Marketing

Social media can have a big influence on local visibility. Keep your profiles updated and active across the platforms you have, and consider at least claiming and building out any that you don’t. Social profiles are a great opportunity for you to list your NAP and other information about your business. Be careful here, though – you don’t want to set up a social profile and then abandon it. If you should be contacted by or reviewed by someone on a social network that you’re not checking, more people could see that you’re unresponsive, giving you a negative presence there.

Create Great Content

A local business should have local content on its website. Have a strategy in place for adding content to your website on a regular basis, and keep a good chunk of it targeted toward and optimized for the local audience. Keeping a blog is a fantastic way to continue adding local content and keywords to your site. You can use the blog to write about keywords you’re working on ranking for to add another instance of them to your site, supporting your main page for that product, service, or other element of your business.

Instead of writing about whatever comes to mind, use keyword research to inform your content strategy. Which keywords are you on the cusp of ranking for? Which ones are you not showing up for at all? Which core services or products are you ranking for, but you can write about to keep anchoring? Use a strategy, not a throw-things-at-the-wall style.

Mobile Search

As a local business, you should be very aware of how you look on mobile. The percentage of searches performed on a mobile device continues rising, and for local businesses, can be a make-it or break-it situation. Especially if you serve customers at your location, you need to be both visible in mobile search and easy to find.

On top of that, Google says it will soon switch to a mobile-first index, meaning its algorithm will calculate the rankings based off of mobile websites and mobile searches. A couple things you can do to make sure you’re prepared:

Test Your Website with Google’s Mobile Friendly Test

Run your homepage and a content page through Google’s mobile friendly test. How does it stack up? Does Google give you any tips on things to fix? If so, work on those. If not, great! Your site works on mobile. However, do not skip the second part of working on your mobile presence!

Give Mobile Users What They Want

It’s time to think critically about mobile content. What do people who are on their mobile phones want from your site, that maybe desktop users don’t? What kind of content are searchers likely looking for in your industry when they’re on their phones? What questions are they asking? What do they need in their local area? Answer all of these questions with your content.

That’s it! Local search has a lot of moving parts, and hiring a local SEO agency is often the best way to make sure your site is visible in local searches.

7 Tips for Superior Social Media Management


So you’ve finished setting up all of your business social media pages, and it’s time to start posting. Now what? Don’t worry — we’re here with pro tips to help walk you through social media management.

Whether you’ve hired an agency (like us) to manage your social media, or you’ve decided to post, snap, and ‘like’ on your own you’re probably curious as to what a successful digital media strategy might look like. In this blog, I’ll give you the insider tips you need to take your social accounts to the next level.

#1: Be Genuine

This is number one because it really is THAT important. If you only take one thing away from this entire blog, remember that authenticity shows through on digital media and it can be the factor that sets you above your competitors. Social platforms are meant to be just that — social — and you don’t want to come off as a robot with zero personality.

Professionalism is an important player here, but you don’t want to be a total square either. Set a tone that matches your business objectives and works well within your industry. If you’re in the funeral business for example, you might not want to have a sarcastic edge. However, when your business falls within a creative categorization, it would be crazy to have an overly serious tone.

#2: Connect With Followers

Social media is all about building community and connections. Yes, your overall goal is brand awareness and increasing conversions through channels like Facebook, Twitter, LinkedIn or Instagram but that doesn’t happen simply by gaining a certain number of followers. In order to grow, you have to build. As a general rule, your first benchmark should be to reach 10,000 followers — after which you’ll begin to see a snowball effect and that number will continue to jump at a much faster pace.

While time consuming, thanking people for following your page goes a long way and can actually help you build even more connections. Chipotle does a great job with audience interaction — they make it a point to reply to each mention on their Twitter page. Follow back, and research industry thought leaders to connect with online. Interaction is key, which brings me to number three on the list…

#3: Interact, Act, React

Confused yet? Let me clarify. Successful social media management isn’t just posting some stuff online and waiting for other people to react to your message. A large component of social networking is the networking part! Strike up a conversation with that awesome blogger you follow — interact. Comment on an author’s latest Instagram photo — react. This is the key to building strong engagement on all of your platforms, and higher engagement leads to higher conversions.

If you have 200,000 idle followers on your Facebook page, the likelihood of even a fourth of those people converting into customers is very small. However, if you had 100,000 captive, highly engaged followers the chance of conversion is much greater.

#4: Schedule And Strategize

Time is the most precious commodity, and at least once a day you probably wish there was more of it — so why waste it posting updates to your social accounts every day at various times? There are better ways to manage your time, and I’m going to share with you one of the most valuable pieces of information I ever received about social posting.

Schedule everything. It sounds simple, but you’d be surprised at how many people think social needs to happen in the moment. The truth is, most successful bloggers gather content over time and then schedule it out later. Analyze your data to determine the best days and times to post to your audience, then schedule ahead of time. Having a solid content strategy in place makes it easier to spread content over time, and get the most out of it, too.

Of course there’s a time for live videos, and happening-right-now posts — but having a schedule will help you stay organized and allows you to leverage those spontaneous posts as supplements to an ongoing strategy.

#5: Utilize Tools

Agencies (iSynergy included) utilize massive toolboxes chock full of platforms designed to help digital media coordinators like myself successfully manage multiple client social media accounts simultaneously while saving time. So, whether you’re the CEO of a startup managing your own social media accounts or a seasoned pro it’s important to have the right tools up your sleeve.

Scheduling Tools:

  1. Buffer – manage all of your social accounts in one place, and schedule posts without jumping between platforms.
  2. Hootsuite – similar to Buffer, this platform has enhanced features for team management.
  3. Sprout Social – cross-platform publishing, with a higher level of reporting and focus on providing social customer service.
  4. HubSpot – integrated within their marketing software, HubSpot offers social monitoring and post scheduling capabilities across platforms.

Content Curation:

  1. Paper.li – don’t have time to research industry posts? This platform will curate content based on keywords you pick, then publish them from your Twitter at set times.

Photo Editing:

  1. VSCO – easy to use, wide selection of filters, and best of all — there’s a free version.
  2. Snappa – great alternative to Photoshop for anyone without a graphic designer on their team. Free and paid packages are available.
  3. Canva – simple graphic design software with wide array of templates for social media graphics.

#6: Keep Branding Consistent

It’s also important to be consistent on your social pages with posts, themes, tone, and visuals. Research has shown that 93% of buyers cite visual appearance as the top deciding factor in buying decisions. If you have multiple people handling your social media management, be sure to set guidelines for uniformity that align with your brand awareness plan.

For example, Instagram allows you to manage your filters to pick which ones display and in what order. This makes team management flow more consistently, since it’s easy to stick with your brand’s identity. When planning out your social calendar, it can be helpful to have specific themes each month to give direction to your posts. That way, followers have an idea of what they can expect from your content and look forward to what’s coming next.

#7: Post Regularly

As I mentioned earlier, scheduling out your social posts is a great way to save time and be more productive — but only if you keep up on it! There’s nothing more detrimental to your forward progress than falling off the social wagon halfway down the road. Only commit as much time to managing your social accounts as you can realistically afford. Don’t start off the month posting 3 times a day, then as you become busier, slow down to one post a week.

To start off, a good baseline for post frequency is about 2 times per week on each of your top social platforms. Another solid rule-of-thumb to keep in mind is that social posting is a lot like sleep. You can’t avoid sleep for 4 days then make up for it on the 5th day by napping for 18 hours; you can’t go M.I.A for a week on your social media page, then make up for it with 6 posts in one day. You’ll annoy followers, and damage your credibility.

Well, there you have it — my top 7 insider tips for superior social media management! I hope you find them to be useful in your quest for digital success. If you’d like to learn more about the services we offer, including social media management, please visit our services page today.

How to Set Your SEO Goals and Objectives


Meeting your marketing goals is a no-brainer. What’s a company without promotion, or a product without buzz? Whether you’re in the luxury auto business, oversee a chain of upscale hotels, or sell insurance, marketing is a crucial part of your business. Of course, you’re well-versed in the new age of online marketing, whether you came up from the beginning or are a digital native — but are you focusing on your SEO goals?Like pairing a choice cut of meat with the perfect glass of wine, your marketing strategy and SEO objectives should work beautifully together. But first, you have to know what you want your goals to be. Not sure where to start? Follow along. We’re going to walk through a foolproof strategy to crafting goals for your business that will take your ROI to the next level.

What Your SEO Goals Need To Accomplish

The end result of any SEO strategy is profit — plain and simple. You’re not in business to JUST make friends, even though that’s a big plus. On the road to increasing revenue, there are a few pit stops that don’t have clear dollar signs attached. However, they’re just as important as any measurable transaction. These are the KPIs to keep an eye on, so pay close attention!

Pulling Rank

Here’s why you’re taking a deep dive into the world of SEO: to be number one with a bullet on Google. In the U.S., Google reigns supreme, with a market share of 63.4 percent.

The second biggest search engine might surprise you — YouTube. Facebook is growing in leaps and bounds every day, too. Combined with Google, they represent a stunning 103% of digital advertising growth. It’s safe to say aligning your organic marketing and SEO strategy is something you can’t afford to ignore.

Getting Traffic

First comes rank, then comes traffic — but not immediately. Traffic is defined by how many people visit your site. Even those pages that break the top ten search results aren’t successful overnight, so be patient with this metric.

A great way to pull in potential customers is to make sure your meta description and title tag are appealing. Great content gets clicks, so align marketing and SEO with attractive content for maximum results. Getting eyeballs on the page is important, so it’s crucial to utilize search engine optimization to climb the search engine ranks.

Engagement And Relationships

This is truly the meat and potatoes of your SEO strategy – profit is just dessert. Engagement can be a like or a click, but your overall aim is to build a relationship. Website optimization goals can sound very clinical — metadata and tagging — but this is the part that’s very human.

Here’s the reason why building online relationships means more than ever: if a person feels a company aligns with their values, their sense of self, they’ll promote that company. Through a like or a share, driving friends to your site with Facebook links, they’re doing marketing for you. And you didn’t have to spend an extra dime. How can SEO help you achieve this hard to measure goal? By getting you in front of your audience…

Building An Online Community

Do your own search engine research and see what topics are associated with your product or service. Craft winning content around a narrow focus and promote it on your social sites. Don’t just think about plugging your products — people smell a disingenuous ad a mile away.

Instead, answer your clients’ questions; add value to their everyday life with a fun picture. Yes, the engagement metric is difficult to pin down and there’s no faking it, but if this isn’t one of your main goals, you risk being left in the digital dust.

Conquering Conversions

OK, so you’re in the top five search engine results, you’re seeing more people clicking onto your site, and you’ve built a nice online community. Now, how do you finish the deal?

All of the above is wonderful to have, but where you can really shine is by mastering conversions. First, you need a clear idea of what a conversion looks like to you. Is it a subscription to a newsletter? Is it a wholesale purchase? Once you’ve clearly defined that goal, line up your marketing and SEO strategies to really kill it. This is where you’re going to need to do some research on your customers — study the psychology of what leads them to turn over their cold, hard cash to you.

Tap Into Your Customers’ Mindset

If you’re finding this step in the process puzzling, why not ask your customers directly? Include an exit survey after a purchase, or send a follow-up email to gather some insight. You might not get a bounty of answers, but whatever you get back will at least yield a few clues. In turn, you can use that information to tweak your content and target what areas you rank highly for.

For example, if you’re selling golf equipment and you’re not seeing ideal golf ball sales, there are a few things you can do. Look into the purchasing habits of the customers that are buying them. Do they tend to prefer one brand over another? If so, feature that brand on your product page! Next, create content regarding the golf balls — things like “top five high performance golf balls” or maybe even try something funny, like “craziest places golfers have lost their golf balls”.

Switching things up and having a dynamic approach is part of that engagement thing we mentioned before! Whatever a conversion looks like to you, do your research and hone in on your strategy.

Going Beyond the Ordinary

Now that you’ve mastered the most basic SEO elements a company needs to focus on, you’ll want to go beyond the ordinary. That’s why you’re going to need to bookmark this article.

There are other strategies that many people overlook or dismiss, but are so crucial to dominating in 2017 and beyond. Get the aforementioned goals in place and you’re ready to move on to the next level.

Reputation Management

We can’t stress how important reputation management is, especially for local businesses. Have you ever gone on an epic rant on a business’ Facebook page and then…nothing? Or how about that time you took a moment out of your busy day to bestow a five-star rating, and it went totally unacknowledged? I’m sure you weren’t too thrilled.

Believe it or not, reviews play a huge role in the world of SEO. Today, reputation management is not an easy thing. If you think you can sit an inexperienced intern down in front of a computer and have them answer Google business replies, you’re shooting yourself in the foot. That leads me to my next point…

The Right Fit for an Important Job

Hire someone with experience in customer relations to take care of your accounts. You might have to invest a little bit more than you would by hiring a newbie, but it’s worth it. Think about it — what’s your business’s reputation worth to you?

Your ranking will soar if you have someone at the helm fielding those negative reviews quickly, as they pop up. Don’t neglect your positive reviews, either. A quick “thank you” goes a long way toward building a relationship with existing – and potential – customers.

School’s In

You might have a killer line that leads to conversions. You might have all your meta tags lined up. Your traffic might be rolling in and your online community thriving. But if you think you can still do more to boost sales, consider educating consumers about what you’re offering.

Maybe your product has a hidden use. What if there’s a service you offer that people don’t know they need? Talk up your business in a way that brings a great understanding of what you do. Knowledgeable content is more engaging and builds trust in your brand. It’s a good idea to include consumer education into your goal strategy.

Bonus SEO Goals

Here are a few more ideas that can help you match your SEO plan and marketing strategy, but be careful. Not everything is appropriate for your brand.

When posting to Facebook, consider using emojis where it makes sense. They’re a great way to help your brand seem fun and young. Make sure you know what each one means, though! You don’t want a smiley face scandal on your hands.

Is there someone in your field that’s popular with your potential clients? Consider reaching out to industry thought leaders and partnering up. Influencer marketing is a great way to build trust and give your popularity a boost.

Live video is a great way to get eyeballs on your page, but here’s another place to tread carefully. Before you go live, make sure you’ve got an appropriate setup and a confident person in front of the camera. Mistakes happen, and that’s the thrill of live video, but don’t set yourself up for failure.

Unlock Your Achievements

Now that you know what elements of your strategy to work on, here’s how you’re going to achieve them.

  1. Give yourself time to measure your accomplishments. You might see your day-to-day metrics rise and fall dramatically, but you need to think in averages — SEO results take time; it’s worth the wait.
  2. That being said, keep your methods flexible. SEO is changing all the time. If there’s a new research development that says live video isn’t ranking the way it used to, move on to what’s going to meet your goals.
  3. Apply the appropriate resources to your targets. Don’t expect to create a content-rich blog with just one beleaguered intern. Work with the resources that are available – or bring in the pros.

Here at iSynergy, we’re well-versed in crafting great SEO goals and helping you achieve them, too.

Which SEO ideas do you want to apply to your company’s marketing strategy? Have you ever used any of these methods? Let us know in the comments section!

10 Stats That Will Make You Rethink Digital PR


U.S. digital marketing spend is projected to reach nearly $120 billion by 2021. A large proportion of that, we believe, will end up being spent on the growing sector of digital PR.

More and more consumers are blocking out targeted advertising, and for many companies this means thinking about new ways of communication. Digital PR is a fast-growing part of online marketing, and it’s something your company needs to consider for its online success.

Here are 10 facts you need to know in order to build or reshape your public relations strategy.

1. Getting Online

Nearly half of all small businesses in the U.S. do not have a website. But over 80% of Americans are connected to the Internet. If you don’t have your own website yet, you need one ASAP. This will be a primary place for consumers to interact with your brand, and for your business to manage how it is presented online.

If you’re not online and customers can’t find you, journalists may also struggle to make contact. This could lead to confusion and possibly even harm your business. If you’re unable to respond or comment effectively in the media, you’ll miss out on opportunities to have your brand’s voice heard.

2. Managing Your Online Reputation

With so many people using the Internet, you have to be online yourself to see what the public and the media are saying about you or your business. Having a website, though, is just the first step.

Disturbingly, research shows that fake reports can spread much faster than accurate reports. True rumors are confirmed within around 2 hours, but it takes over 14 hours for the average false rumor to be debunked. Your PR team needs to be ready to respond to these, and issue statements at any time to combat the spread of misinformation. Otherwise, unverified rumors could damage your business’ reputation.

3. Journalists Have More Access to Information

In a world with data at our fingertips, journalists can dig up innumerable facts, statistics and stories. As mentioned before – not all of these will be right, and false information needs to be dealt with swiftly by your PR strategist. Your team should pro-actively seek out and correct false facts.

However, journalists are in a powerful position when they can put together a well-sourced story from the comfort of their desks. PR professionals need to stay up-to-speed and be ready to provide just as detailed press releases and responses to journalists who get in touch.

Regularly searching for your own company’s name in the ‘news’ section of Google is a good start, but you also need to see what journalists are saying on social — follow them to keep in touch and up to date with their coverage. Using custom searches on platforms like Hootsuite and Tweetdeck can be helpful too.

4. Digital PR Can’t Rely Solely on Press Releases

Nearly every reputable journalist searches the web daily, and 73% of them go online to find press releases. That still leaves a large number of writers who are eschewing press releases in favor of other online sources. So your business needs to cover itself in other places than its own website.

PR professionals and marketers need to expand their reach online, and go to the places the journalists are going — which you may largely find to be social media these days. Traditional press releases are still important, of course, for both journalists and for SEO reasons — so don’t forego them completely. They’re particularly useful when optimized with keywords to help drive organic traffic to your website.

5. Users Are Blocking Adverts

Ad blocker usage is up 30% this year, as users become more and more suspicious of direct marketing. They are actively rebellingagainst ‘Read More’ buttons, sharing buttons and display advertising.

If your site has too much of this clutter, you’ll see the negative results in your bounce rate. However, having a solid pr strategy in place can be used to fill in the gaps left behind by the ad blockers. Even if your customers can’t see adverts, they can still see the hard-won news coverage which your PR team secured. Furthermore, they can still see advertorials and sponsored content.

When users ignore paid-for search results, your integrated digital PR and SEO strategy will make sure they see you in the organic results instead. Hit the right keywords on your website and in your press releases, then sit back and watch your rank move up!

6. Why You Need to Be Using Social Media

The number of active Facebook users now stands at nearly 2 billion per month. People talk on social. They exchange ideas and opinions — and thoughts about brands. If they’re talking about your brand, you need to be active in the conversation and manage how this reflects upon your organization as a whole.

Your customers expect you to be present on social media. But that’s not all – they expect you to respond to them in a timely manner, too. A whopping 42% expect a response to their questions in less than an hour, and 9% want to hear back in just 5 minutes!

Meanwhile, paying close attention to social media can be particularly rewarding if your business is targeting a millennial audience. This group is 247% more likely to be influenced by blogs or social networking sites. Although blogging is not directly related to social media, it does relate to the rise of influencer marketing. See point 9 for more on that.

7. How Are You Using Online Video?

Video is becoming increasingly more common with companies in search of online exposure. There may be more cost involved than more traditional forms of content, but particularly when video is shared through social media, the potential for that content to go viral is huge. The majority of marketers who have used video marketing in their strategy say it has a direct, positive impacton their business.

For public relations, videos can be used to issue statements and now it’s even possible to respond in real-time to questions from the public. If you’re looking to cultivate an image of being an open and honest brand, or want to engage directly with your audience rather than through a media lens, this type of activity is invaluable.

If you’re a B2B organization, you should also be aware that 59% of executives prefer video content over text. Pre-produced corporate videos can help answer a larger volume of questions in a shorter amount of time than traditional content, making it ideal for c-level execs in a time-crunch.

8. Thinking About Thought Leadership

PR professionals should be looking to get C-level executives interview exposure in a setting that lends itself to thought leadership. A regular blog written by (or ghostwritten for) your CEO can also increase your standing in the eyes of others.

A stockpile of content like this can be very useful to share with journalists who are looking for a quote or background information. It helps to get your brand’s name out there and helps you appear as an expert voice in your space.

That being said, you need to be careful and avoid going overboard. In a recent survey where buyers of consulting services were questioned, more than 90% of people think that having great thought leadership content improves a brand’s image — but also that poor content would put them off a firm, proving that quality is better than quantity.

9. Influencers Send a Powerful Message

Influencers are people who have an abundance of engaged followers on their Instagram, Facebook, and other social media accounts. They partner with brands to promote or review their products and services, and give that brand exposure with a captive audience. Their followers are very likely to watch videos or interact with posts they produce for you.

It might be hard to believe, but 92% of consumers trust influencers more than they would an advertisement or a celebrity endorsement. The use of influencer content is a good way around the issue of ad blocking software, too. Since customers are coming to influencers for entertainment reasons, they don’t get the same feeling of being marketed to that comes with traditional digital advertising.

10. Good Digital PR Means Authoritative and Numerous Backlinks

A good PR strategy will sit hand-in-hand with your search engine optimization (SEO) marketing. One of its many purposes is to generate backlinks to your website, from authoritative websites like major newspapers and popular blogs. For SEO, this is valuable, as these links will ‘impress’ Google, helping to push your own website up the search engine rankings.

While authoritative backlinks are extremely important, digital relations is also focused around brand awareness. You have to get your brand name seen and heard across the web. This is a type of off site, or off page, SEO. That’s just a fancy way of saying that while people aren’t being directly pushed toward your brand, they see it around — and if they recognize a name that’s been spoken of elsewhere, they’re more likely to trust it.

Let These Stats Lead Your Online Success

Digital PR is quickly gaining importance for businesses today, but it’s just one aspect of your overall web presence to keep in mind. Your entire digital strategy needs to consider SEO, PPC, content marketing, display ads and much more — the PR side of things can support and enhance most of these points.

Now that you’re up to date on why this service is so important, we’re sure you’ll be briefing the PR team very soon on making some changes. Of course, your team is likely already very busy. It might be time to consider bringing in external professionals, like iSynergy. Our big picture approach has produced successful and fully-integrated strategies for a huge range of clients. Contact us today – we’d love to discuss how we can help your business thrive online.

Important PR Keywords to Include on Your Website


Traditional public relations has roots reaching back much further than the internet. Embracing technology and using SEO to your advantage will help your marketing campaigns have a bigger impact.

Search engines have become a part of everyday life. Think about the last time you went an entire day without Googling something — almost impossible, right? The total number of online searches has risen every year since it’s invention. In 2017, that amounts to an average of 3.5 billion searches per day!

Using PR keywords on your website will increase your SEO ranking and help you reach more of those people searching. Plus, increased ranking means more visitors and more brand awareness.

Here are some ways to use keywords on your website to ramp up your SEO today!

How to Plan Your PR Keywords

Some keywords might seem obvious to you, like the name of your product or company. That’s a great start, but it’s important to use keywords that people are actually searching for. You’d be surprised at how different your expectation of search terms is from the actual keywords your target audience is using. Hint: businesses usually miss the mark about 90% of the time.

Using Google Keyword Planner

A great way to do that is with Google’s free Keyword Planner. You need a Google AdWords account to access it, but you don’t need to buy any ads.

Once you log in, click on Get Search Volume Data and Trends.

Type some keyword ideas into the box, and click Get Search Volume. You’ll see how many people search for those keywords, on average each month.

For example, if you’re a car dealership, you could try entering keywords like:

  1. car dealership (CityName)
  2. new cars (CityName)
  3. used cars (CityName)
  4. buy a car
  5. buy a car (CityName)

On the results page, choose keywords that have a high number of people searching for them.

Those are the PR keywords you should use on your website because the highest number of people are searching for them. When your content appears in a search result, people will find you and ideally click to visit your site.

Using Google Trends

Google Trends is another good source for keywords.

You can type in a topic to search to see historical search data, or you can see what the current trending topics are. Then, you can use this data to publish content on your website with those keywords.

But where should you add those to your site? Read on to find out!

How to Implement Your PR Keywords

Once you have a list of keywords, you’ll want to use them in several areas of your website:

Page Meta Title and Description

This is what shows up when you look at search results in Google. It’s the title of the page, and the 1-2 line blurb underneath it. Be sure to include your keyword in the title and at least once in the description text.

Image ALT Tags and Filename

Name images on your website with your keywords, such as “car-dealership-cityname.jpg”. You should also include relevant keywords in the ALT tag of the image. This can be done with a bit of HTML.

Some website platforms, like WordPress or HubSpot, have an easy way to add this when you upload an image.

Website Headings

Make sure your keywords appear in at least several large headings throughout your website. Those headings should be <h1> or <h2> tags. Heading tags range from h1 to h6, with one being more important in Google’s eyes than six.

Adding important terms to h1 headings throughout your copy is an easy way to increase your search engine ranking.

Website Body Copy

Use your keywords throughout your body content, but remember to keep it sounding natural. If Google thinks you’re trying to stuff keywords into content, you’ll get penalized instead of rewarded.

For maximum impact, use your keyword 2-5 times per every 250-500 words. At that ratio, you typically won’t be penalized for keyword stuffing.

Remember that although Google algorithms should be in the back of your mind any time you write content, it’s more important to make your content appeal to humans, not machines. Avoid over-using your keywords, which could come across as being spammy. An appropriate suggested keyword density is around 1.5%.

Keyword density is calculated like so: (Number of keywords / Number of words) * 100

For example, if you use a keyword 3 times in a 400-word piece of content, your keyword density would be (3/400)*100 = 0.75%.

Press Releases

This may seem obvious, but you should also use your keywords in your actual press releases.

Press releases distributed digitally through services like PRWeb or Newswire can positively impact your SEO when they include your keywords. Plus, they’re also a great source of links back to your website, further helping your SEO rank.

Social Media

Did you know that search engines take social media into account too? They do— so be sure to use your keywords in posts on your social networks.

Frequently updated, SEO-friendly social media accounts help your ranking. This practice also helps potential customers find your brand.

White Papers

Whether offline or online, include keywords in your white papers.

Even if this content isn’t indexed by search engines, your customers will recognize your keywords. This furthers your brand awareness and helps you remain top of mind to customers.

(Not sure how to do all of this yourself? We can help! Ask us about our marketing and PR services.)

Is Your Website Crawlable?

Google recently changed the name of Google Webmaster Tools to Google Search Console. It’s a powerful tool that’s free to use.

Visit Google Seach Console, sign in with a Google account, and click Add Property. There are a few ways to verify your website and the wizard will walk you through it. Once you’ve been verified with Search Console, Google will crawl your website regularly.

Crawling means it looks for new content and indexes that content into search results. Your content will show up more frequently in search results if it is easily crawlable by the internet spiders.

Benefits of Using PR Keywords on Your Website

There are mounds of benefits that come from properly optimizing your website for keywords, such as:

  1. Increased SEO ranking
  2. Increased traffic to your website
  3. Heightened brand recognition

When it comes to adding in PR keywords to increase your SEO ranking, it’s not “the more the merrier.” Try a few different phrases that are unique but still relevant to your topic.

A good rule of thumb is:

  1. Include your main target keyword 2-5 times per 250-500 words
  2. Include variations throughout, in a natural sounding way

An example of this is if your main keyword is “dog treats”, you’d want to include that term 2-5 times in your website copy.

Then, use some related phrases like “healthy dog treats”, “dog treat recipes” or even “dog food” in your copy. If someone is searching for those keywords, your post could show up in those results too.

Increasing Website Traffic with SEO

SEO is a long-term strategy, so don’t feel discouraged when you don’t see big results right away. Make sure you set realistic expectations for the amount of time you hope to see results.

It can take anywhere from a few weeks to a few months to start seeing a measurable increase in traffic from search engines after optimizing your SEO. Also keep in mind that it’s important to regularly add keyword-optimized content to your site.

Google and other search engines take into account the quality of your content and how frequently you update your website. You should see results from a concentrated SEO campaign within four to six months.

More Ways to Improve Your SEO with PR Keywords

In addition to keyword-rich content on your website, social media, and other channels, you can:

Get Backlinks from Other Sites

Getting links back to your website from high authority domains is a crucial factor for improving your SEO. When you send out a press release, include a link to your website in it. When news outlets publish your release, that link appears on their website.

News sites like CNN, Fox, MSNBC, and many others, are great authority websites. Having backlinks from authority sites like those can be very beneficial to increasing your own authority, and domain ranking. For content other than press releases, build relationships with authority websites in your category and ask for links. Comment on their content and include a link back to your website.

Start a PPC Campaign

Another easy way to increase your SEO and make use of your keywords is to launch a PPC, or pay-per-click, advertising campaign.

Typically this is done with Google AdWords, though other options exist. Studies show that using PPC along with traditional keyword optimization can increase your total website traffic from search by as much as 66%.

Write Longer Content

Longform content, typically described as content between 1,200 to 2,500 words, ranks extremely well in search engines. All ten of the top organic Google search results for over 20,000 different keywords were longer than 2,000 words in a recent experiment.

Not every piece of content on your website needs to be long form, but having at least a few posts that are will help your SEO a lot.


SEO is a huge topic to cover. This article has hopefully provided you with an overview of some of the ways you should be using your PR keywords on your website, and other channels that can help you.

Some key takeaways to start implementing today are:

  1. Make sure all of your content is keyword optimized, including social media, press releases, offline materials and newsletters
  2. Be sure to use your PR keywords in key areas of your website, such as H1 headings, subheadings, page URLs, page titles and image ALT tags
  3. Ensure your website is set up with Google Search Console, and easily crawlable
  4. Consider starting a PPC/AdWords campaign
  5. Write longer content for your website

Have big ideas for your PR campaigns, but lacking the time or human resources to implement them? That’s what we’re here for!

Contact us for a consultation, and let us manage all your PR campaigns for you and your clients to help you see the best results.

The Benefits of SEO Outsourcing for Your Website


Running a business is a constant battle of efficiency vs profit margin.

As a business owner, you must always weigh the potential of return on investment (ROI). Which is why SEO outsourcing may not seem to make much sense initially. It’s just writing, right? How hard can it be?

The truth is, companies who outsource their SEO work see a much higher ROI than companies who keep their SEO projects internal. Outsourcing is time-saving and cost-effective, returning money on the backend that the company might not otherwise have seen.

What is SEO?

In case you are curious or just need a refresher, SEO stands for Search Engine Optimization. It describes an industry dedicated to studying trends across search engines and creating content which takes advantage of these trends to drive traffic.

SEO uses research to study what potential customers search for, and uses those phrases as keywords in content. Repeating keywords helps search engines like Google find a website and index it in search results. The more effective the keyword use, the higher a website appears in a search engines results.

It seems simple, but once you really get into the metrics and trends, the job of creating SEO content can easily take many hours a week. So why pay for SEO outsourcing?

Benefits of SEO Outsourcing

It’s true, you can absolutely hand off your SEO work to a current employee or hire someone in-house.

However, the magnitude of an SEO job is going to be a strain on any employee who also has other responsibilities within a company. Hiring someone to dedicate to the job is an option, but why pay an entire salary, complete with benefits and oversight, when you can hire a company of professionals?

Still aren’t convinced? Read on for the top reasons you should outsource your SEO.

1. No Overhead for a New Employee

The biggest problem with hiring someone in-house is the cost involved. Business owners know that while employees are the cogs that make the whole operation run, they do come with that pesky price tag.

This is all not to mention the cost and time associated with the hiring process, training, and oversight an in-house employee requires. Add in salary and benefits, and it’s an expensive proposition.

With SEO outsourcing, you can save time and money for you and your employees. SEO companies have trained writers, and you only pay per project — or as part of a package. Which means you don’t pay for what you don’t need.

2. Immediate Expertise

Many SEO companies keep dozens of writers on staff in niches from finance to health to education. What this means for you is that, for the cost of your service, you have excellent writers at your fingertips who know your industry and know how to take advantage of search trends.

Compare this to hiring in-house. You may find an SEO expert who knows your field, which is fine. But that’s no team. Having an entire company full of experts at your fingertips gives you the opportunity for richer content with more real-world impact.

3. Constant Analysis

SEO companies are constantly monitoring search engine trends so that you don’t have to. As these companies keep an eye on the metrics, they can see what keywords work best at driving traffic.

This sort of analysis takes time, and it helps to know what you’re looking at when evaluating the mountains of data. By having an SEO company do your content creation, you’ll have a strategy that is constantly updating to match the latest search metrics.

This way, your search traffic is constantly improving without you having to worry about the ins and outs of Google algorithms.

4. Higher Rankings and Traffic

The SEO experts are successful because they are good at what they do. Effective SEO drives you further up in search page results, which drives traffic.

Do you know how to get yourself onto the first page of search results? Maybe not — but SEO experts do — and they are great at it. It’s vital to remember that as search engine rankings climb, so does traffic. And as traffic climbs, so does your revenue.

This is where that high return on investment comes in. Hiring an outside company to ensure that your search rankings continue to climb helps build and secure a loyal client base. Which, in turn, secures a steady flow of capital for your business.

5. Set it and Forget it

Once you have secured an SEO company, content creation no longer needs to be a constant concern. Your job becomes merely an issue of providing topics (with some companies, you don’t even need to do that) and approving content before it goes live.

This gives you the freedom to take care of the parts of your business that keep it running, without having to worry about the behind-the-scenes work of keeping up with your Google rankings!

6. Confidence in Hiring

If SEO isn’t your area of expertise, hiring someone for that role can be daunting. You may not know what to look for or what sort of questions to ask.

By outsourcing your SEO to a company dedicated to content creation, that worry is eliminated. The writers and content creators have already been interviewed, trained, and screened. You can have confidence that they are excellent at what they do.

7. Timely Results

These types of companies work on deadlines. Because their employees aren’t tied up with any of the other workings of a business, they can dedicate their entire work week to creating optimized content for you.

This translates into rapid turnaround of quality work. There’s no need to start nagging employees to make sure that the latest blog post is done, no post scheduling, and no worrying that your online presence is falling off.

This also means that as new content is generated, search engines are constantly indexing your new material and your search ranking is continually improving.

8. Beginning to End Management

Outside of the initial contracting of the SEO company, there is little for you to do in terms of oversight. Once the project is in the hands of your SEO provider, they take over the management, from assigning a writer to proofreading and editing, optimization, links, and scheduling.

This becomes an entire aspect of the business that you no longer need to even think about. That leaves you with some valuable time to worry about other things — like the 75 emails you received in the past hour.

9. Customizable for your Needs

The beauty of paying professionals to do the heavy lifting is that it is, by nature, entirely tailored to your needs. From post length to keyword saturation to post frequency, you get to decide what your company needs — after all, you’re the one running the operation!

If you only need one post a month, hiring someone in-house seems silly. Contracting one post per month is more cost-effective and makes more sense financially. By the same token, if you want to post weekly, an SEO company will be able to handle the workload and turn out quality content in a timely manner.

10. Definitive Strategy From the Beginning

You will often hear marketing experts talk about “SEO strategy”. For many companies, this can take time to develop and comes from many months of trial and error. Learning to link social media sites and follow search metrics to glean the best keywords takes time and effort from your entire team.

Contracting an SEO company takes care of all those factors for you. Because SEO experts already know what works and what doesn’t, they are able to take your key audience, match it to effective social media and keywords, and create an solid SEO strategy without any guesswork.

This takes a huge amount of stress off of you as a business owner, and allows you to concentrate on growing your business without feeling like you need an extra degree in digital marketing.

11. Expert Work for Less Cost

Keep in mind that SEO companies keep a varied staff, and because they take care of the overhead, they can afford to pay these experts while spreading out the cost.

What this translates to — for you as the business owner — is expert SEO work at a fraction of the cost of an in-house employee. Even if you gave the job to an existing employee rather than hiring new, outsourcing is going to provide you with timely, better-qualified content without sacrificing in-house productivity.

In the end, the answer is obvious. Hiring a company of SEO experts to provide better quality content that will in turn churn out higher ROI makes more sense than trying to take care of it in-house. This is even before other services provided by SEO companies like social media management and website optimization are taken into account!

Have you found your own benefits to SEO outsourcing? If so, let us know in the comments below.