Your website’s keyword ranking can make or break your business. Keep reading to learn some helpful tips for improving your keyword ranking for search engines, including Google, and how EmoryDay can help improve your ranking even more with the right keywords.

The Importance Of Website Ranking

Keyword ranking is vital for your business. According to Wordstream, “Research shows that more than half of all search engine users click on a result on the first page.” And according to marketing expert, Neil Patel, “The first page of Google receives 95% of web traffic, with subsequent pages receiving 5% or less of total traffic.” In fact, “75% of people won’t even click on the second page of the search results.”

So, the higher your website ranks on a search engine’s results page, the more traffic you will get to your site. And, as you know, the more traffic you get to your site, the better your chances are of converting leads into customers.
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Paid search is definitely worth the cost, but in order to reap the awesome benefits of PPC advertising, you need to do it right.

Keep reading to learn all about pay-per-click advertising, including what it is, how it works, how it differs from organic search, how keywords factor in, and how EmoryDay can help you get your money’s worth with paid search.

What Is PPC?

PPC advertising, otherwise known as pay-per-click or paid search, is a type of marketing in which a company places an ad online that appears when someone searches for the ad’s keywords. The company that places the ad pays each time a user clicks on it. The purpose of a pay-per-click ad is to drive traffic to a company’s site or specific landing page, and ultimately, convert those site visitors into paying customers.

Pay-per-click ads typically appear at the very top of a search engine’s results page, right before the organic search results.
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A landing page is an extremely important part of every marketing campaign. And, while a landing page’s goals will vary depending on your campaign, they typically have a single purpose: to get the page visitor to become a lead by taking an action.

Having an awesome landing page can greatly increase conversions for your PPC or email marketing campaigns. Keep reading to learn more about landing pages, including the anatomy of a landing page and tips for each landing page component.

The Anatomy of a Landing Page

Landing pages have several important components, including:

• Headline
• Subheadings
• Body Copy
• CTA
• A form
• Meta Description

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Autoresponders are a great way to enhance your company’s lead nurturing efforts and convert more of those contacts you acquired through lead generation into paying customers. Keep reading to learn all about autoresponders, how they can help turn more of your leads into customers, the different types of auto-response emails you should be sending, and the necessary components of successful autoresponder emails.

What Are Autoresponders?

Autoresponders are a popular email campaign marketing tool that allow you to nurture the leads, especially new prospects, in your database by sending them follow-up emails and relevant content at scheduled intervals.
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What is a Call to Action?

The Call to Action, also known as the “CTA” or “call-to-action,” directs your targeted audience, whether it consists of product users/customers, website visitors, or email recipients, to take an action of some kind. That action will vary depending on your marketing goals and the kind of campaign you are running (digital, email, etc). No matter what your Call to Action is, the ultimate goal of a CTA is to generate leads and eventually convert those leads into customers.

The Importance of the Call to Action

According to marketing guru and columnist for Marketing Land, Jeremy Smith, “There’s no such thing as a successful marketing campaign unless there is a successful CTA.”

So, why are CTAs so important? The short answer is, the Call-to-Action is how you get site visitors or recipients of your marketing emails to convert into leads. According to Business Matters, “It is estimated that 90 percent of people who look at your website will read your CTAs, and if they are embedded in your text then your conversion rate will increase by over 120 percent.”

So, a CTA is essential for lead generation, which is necessary for customer conversions, which is how a company generates revenue. In other words, CTAs are necessary for making money.
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Using SEO tactics will definitely benefit your business. But, not all SEO is created equal. Keep reading to learn why SEO is so important for your marketing efforts and why you need to be careful about what type of SEO you use.

What Is SEO?

First things first. What is SEO? Search engine optimization, or SEO, involves using tactics to improve the ranking of online content (website, landing page, blog post, etc.) in organic, non-paid search engine results in order to drive more traffic to that piece of content.

The Different Types Of SEO

There are three different types of SEO, all of which are not created equal:

• White Hat SEO
• Black Hat SEO
• Gray Hat SEO

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If you think branding is just about your logo, think again. Your brand is the message you send your customers about who you are as a business and what they can expect from you. While your visuals – such as your logo and the look and feel of your website – are a key part of communicating that message, your brand is bigger than that. Your brand attributes should extend to many other aspects of how you operate day-to-day, including:

• The types of products or services your provide
• How your customer service team answers the phone
• What your sales team wears on calls and at conferences
• The tone and voice of your written materials
• How you interact on social media
• The design of your storefront

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Surveys are a tried and true way to collect information about your customers: about their experience, about what they like, about how you can do better as a business. But more important than what you collect is what you build when you engage your customers: relationship. When you pause to ask their opinion, you customers will feel valued and more connected with you. The result? They’re more likely to do business with you in the future.

Today, inexpensive, easy-to-use online survey tools make conducting surveys easier than ever. If you’re not sure how to get started, try one of the following ideas geared towards helping you grow your business..

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A clear picture of your target audience lays the foundation for all of your marketing efforts. Most businesses – big or small – can’t afford to target everyone. Taking the time to define and get to know your ideal customer will help you build a more efficient, productive business by enabling you to:

• Target the people most likely to buy your product or service
• Identify which marketing strategies will be most effective
• Develop new products/services to meet their needs

If you’ve ever described your target audience as “anyone who will buy” your product, consider doing some research and narrowing your focus. Then, you can create buyer personas that represent your typical customers. These personas provide your entire team a clear understanding of your target audience and their needs – and how to best meet them.
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If you build it, they will come, or so the adage goes. But when it comes to converting your leads into paying customers, it’s not always that simple. Most buyers won’t make a purchasing decision the first time they learn about you. Like any good relationship, your relationship with your future clients needs time and attention to flourish.

Benefits of Lead Nurturing

That’s where lead nurturing comes in. Lead nurturing is the process of building relationships with your prospects through strategic, targeted communications at all stages of the buying process. The goal is to move your prospects through the sales funnel and make it more likely they’ll choose you when they’re ready to buy. Incorporating lead nurturing into your broader marketing strategy enables you to:

• Build relationships with prospects who may not be ready to buy yet
• Demonstrate your value
• Educate your prospects about what you offer
• Increase trust with future customers

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