Kevin is an Internet Marketing Specialist at ROI Web Marketing. He has a strong passion towards helping businesses succeed using a creative and focused approach to Internet marketing. ROI Web Marketing offers web design and monthly marketing services which include Google AdWords pay per click advertising and SEO.
Google has a very complex algorithm (or rules) that operates its search results. Their guidelines have been clear from the beginning of launching their search engine.
What's next is how popular your content is.
Each month, ROI Web Marketing does an internal strategy meeting for each of our clients on what should be done for them to enhance their SEO (Search Engine Optimization), Google AdWords (Pay-Per-Click Advertising), website maintenance, and overall Internet marketing exposure.
Our clients also ask us what they should be doing next or what they should do to assist us with their marketing.
This has spawned this article on what I feel the future of SEO looks like and what you should be doing now to keep up with how Internet search is evolving.
Ok, that sounds a little harsh. But I promise this article is a beauty! :)
Google is an excellent company that puts the user experience first and has stuck to this since the begining. When people find relevant information and are happy with what they've found, Google is happy that they are giving people what they want. With all the data and tracking that is available to Google, they are doing a great job of continuing to deliver quality search results for their users.
SEO is definitely an area where you need to take everything into consideration in order to be successful. There are no quick fixes or accelerated ways to the top of Google. It's a process, and you need systems in place and consistency in order to get results from it.
The current landscape of what's needed for SEO can be summarized into 4 categories:
A keyword is a search term input into Google to find relevant websites. Every keyword will give you different results. Every location you are in will give you different results. From a basic standpoint, if you want to be found for specific keywords, you should have those keywords in your website, in your code (appropriately), linked internally on your website, linked from other websites, and so on. But now I'm getting too technical. Quite simply, keywords are important. :)
Content is really what gets indexed in Google and sorted based on suggested keywords you've given Google. Google is so smart that no matter what you give them, they index your content in their own way anyways. Nevertheless, as an SEO Expert, our job is to influence them in appropriate ways according to their guidelines. You don't want to piss Google off, do anything that would get you removed from their listings, or do anything that would hurt your rankings.
People ask me how long their pages or posts should be. More is better. 400-600 words for a page or blog post is great, although most of my posts are much longer as you can tell. It depends on how much of a topic you'd like to educate people on and how much resources or time you have to write it.
Writing with purpose to make an impact on your customers will allow you to write much better than writing for the sake of posting for SEO.
Write the content as you would like to say it. Don't worry about keywords until after you've written what you want to say. Then, feel free to go back in and see if there are some more keywords to add into your post (or for technical people, to input into the meta tags and alt tags for the post).
If you aren't able to write content for your website or don't have the resources to do so, having your marketing company create landing pages may help fill this void in some way, although ideally, the content is sharable socially in order to get the maximum effects for SEO.
In order to comply with Google's guidelines, you basically need to have a well-coded website, look good on all devices (be mobile-friendly or responsive), and not do anything spammy or black hat that would get you removed from Google search.
I'm not going to go into each of these tasks, but essentially, these are changes to your website structure, code, navigation, security, and speed.
Here are a few common tasks that you may have heard of, and this is not the full list:
Google scans the Internet to see what other websites think about yours. They do this by measuring how many links point to yours from relevant websites such as news websites, directories, or even affliiate companies, or referral websites. There is a standard list of the most common directories your company should be listed on - this is no quick fix and often one of the most challenging areas for SEO. This often takes the most time and effort to gain backlinks to your website.
Here are a few examples of common off-page factors:
Internet marketing reach has always been important. How many people do you have access to? How many emails are in your database? How many followers? While reach is important, what's becoming more and more important is engagement. Google is giving far more exposure to how social you are - this is directly related to your current SEO and will be more and more related into the future. If you want to be successful with SEO and Internet marketing, you definitely want to consider increasing your Internet marketing reach, being more social, and creating more engagement.
You need quality content to be socially accepted and have your content shared, so you can see the cycle happening here. To keep up with where SEO is going, you need to:
1) write quality content,
2) promote the content through your growing network and create engagement,
3) abide by the guidelines set forth by search engines and coding structures, and
4) build quality, relevant links throughout the Internet.
Lastly, in order to be able to run any successful marketing campaign, you need to set up some form of measuring your success.
5) Google Analytics setup with proper tracking for goals to gauge how well your marketing is performing is extremely important.
Ok, now that you realize the importance of good quality content and how that's going to shape your future, this is what I'd suggest you do moving forward to get the most out of your SEO.
Consistently releasing new content for your website either via a blog or news-type articles is your top priority. Once you've done that, you can move on to other forms of marketing. Having content on your website and then promoting this content via social and email newsletters will give your company the most efficient Internet marketing you can get.
You can learn more about a Content Marketing Strategy here: https://www.roiwebmarketing.com/6-month-roi/content-marketing-strategy
Google AdWords is the top reason companies hire us. We set up and maintain Google Adwords Pay-Per-Click (PPC) Advertising to get you as many leads as possible for the best rate.
If you aren't able to produce content to support your SEO efforts, it is imperative to continue optimizing and enhancing your PPC campaigns. If you were to look at the traffic to your website, the most relevant and converting traffic should be your paid advertising.
Okanagan wine tours are exciting. Booking them needs to be easy. With this custom web design for Top Cat Tours, we've helped them showcase their awesome tours and organized their booking system to make it easier for customers to checkout and book their tours easily.
Visit the Website
Neil Squire is a non-profit in Burnaby BC that we built a new website for and helped them through the process of educating their ideal customers via their website.
This new website has a sleek look and feel that looks great on mobile devices.
Sarah Gallop is an award winning interior design firm. For years their Internet presense was mostly shown on Houzz but not on their website. To stay as leaders in the industry they hired us to build a new custom website that focused more on the images and portfolio of projects they've worked on.
We created a custom gallery with filtering options that allows the user to filter photos based no size of the projects. This is one of our most customized galleries and works great on mobile and desktop.
Precision Greens has been the leader in artificial turf for many years. To stay at the top they hired us to build a new custom website that focused more on the images and portfolio of projects they've worked on.
We created a custom gallery and interface that allows the user to easily navigate products and pages based on what their needs are. This is one of our most user friendly websites.
When hiring any designer or creative contractor for your business, you want to ensure that you spend your money wisely.
This article is about how ROI Web Marketing sourced a designer to create infographics for our business and worked out a process that you can follow to get the most out of your infographics both online and in your offline materials.
Flora Gordon is a Certified Graphic Designer in Vancouver, BC who we hired to create our infographics that I'm showcasing in this article. A big thank you to her and her team for helping us with this, designing beautiful artwork, sending us the raw files for implementation, rearranging the infographics based on our preferences, and printing them as posters. She even sent us the poster-sized files ready to send to the printers directly.
Infographics allow you to visually showcase a lot more information in a fraction of the time. If you are thinking of getting infographics created for your business, ask your designer what they could create for your company. This would require working with a designer who has a consulting background and experience in creating infographics.
Here are some examples of what your infographics can include:
To get the most out of your infographics, it's best to ensure your designer sends all the right files to you and pieces your infographic together in layers so that you can extract the layers, using specific aspects of them in other marketing you'd like to do online.
For example, our infographics were designed as posters to be printed and displayed on my office walls. I didn't want to include the whole poster on my website, so I was able to extract the middle graphic and input it directly on our homepage. In fact, there are three infographics on our homepage that replaced text. Now, our website homepage is way more powerful. I was also able to include the infographics on my "About" webpage and "Results" webpage as I felt they were appropriate there too.
You may want to update your blog to tell the world about your newly designed infographics! :)
If you have a newsletter list, you may want to send out an email proudly announcing the release of your new graphics!
Next, I'd suggest updating your social media channels with your infographics. You could replace the large banner at the top of Facebook, YouTube, Twitter, and LinkedIn. You could also upload them as photos to Instagram and any other social media platform you are running.
If you've created banner ads for Google Remarketing, you may want to update your banner ads with these new infographics. Also, if the amount of content is less than a certain percentage of text, then you can use these for your Facebook ads as well. At the time of writing this article, the amount of text in your image has to be less than 20%.
If you really want to maximize your infographics, you can also include them in the proposals you send your potential customers or include them in your printed materials (examples: tradeshow booth, brochures, business cards, pamphlets, etc.)
Once you've completed your infographics and implemented them into your marketing, your brand becomes more powerful and cohesive as your custom infographics help with brand consistency. When people see your print materials, visit your website, or find you on social media, they will recognize your brand more and more. In addition to your logo and brand colors, you now have custom graphics that you can utilize in your marketing moving forward.
Here are a couple photos: one of the posters that I have up in my office now, and the other of our infographics in use in our print material. You can see that the middle infographic has been copied from these posters and used on the homepage of this website. The full posters were also uploaded to Facebook in their own album.
Google My Business can be a very powerful marketing tool when used effectively. This article will describe why it's an essential tool for your Internet marketing and how to set it up.
Google My Business is Google's directory of business locations. When doing a search including a city keyword, search results often include listings from Google My Business' database of companies from that location. Business listings show up when you are doing a search within the same city or that contains a city keyword. Google My Business is an essential part of any Internet marketing strategy because it allows you to display your contact details, business hours, and reviews from happy customers. Customers are often making purchasing decisions after they've visited your website and see what other people think about your company online.
In order to display your business in Google My Business, you'll need to claim your listing by visiting http://business.google.com and registering your listing. Fill in your business information here and a postcard will be sent in the mail to your busines address. Once you receive the postcard, go back to http://business.google.com and input the code on the postcard. This is how you claim your listing, and this ensures that you are the rightful owner of the business.
If you have a home office and you don't want to display your address online, you can check the box "I deliver goods and services to my customers at their location", then de-select the checkbox "I also serve customers at my business address. (Your address will be hidden from the public if this box isn't checked.)"
This is the #1 reason to register your Google My Business listing and provides an excellent area for you to showcase valuable feedback from happy customers.
Once set up, it's best to integrate ways to get people to write testimonials about your company online. There are 3 main locations where I suggest business owners populate their reviews online: 1. Google My Business, 2. Facebook, and 3. LinkedIn. Depending on your industry and target audience, one option may be more important than the others. In my opinion, the platform with the most credibility and legitimacy is Google My Business Reviews.
Once you've claimed and verified your Google My Business listing, this will give you access to allow your customers to write reviews.
In order to share your listing to get people to review your business, you need to manually create a link that is shareable so that people can write their reviews on your page. Here are the steps to create this review link:
1. Go to the PlaceID Lookup Tool by Google.
2. Enter your business name in the “Enter a location” field at the top of the map.
3. Click your business name in the list that appears.
4. Your Place ID will appear on the map beneath your business name. Add your Place ID to the following URL to create your link:
Using the example above, the URL with the Place ID added would be:
You may also want to make it easier for your users to leave a review by shortening the URL (click here to learn more).
You are able to add hours of operation and basic contact details, such as a phone number and website link. You'll also be required to add categories to your listing. Categories are limited to what Google provides as relevant categories. Not all business types are listed here, so pick the most appropriate categories for your business. You can also enhance your listing by uploading photos of your location or brand images. The full list of image suggestions are: 360 images taken of your establishment, video, interior, exterior, product, team, and identity photos.
When your listing is verified, Google allows you to make posts to let people know of updates from your company directly in your Google My Business listing.
Google suggests you post your events, products, and services directly to Google Search and Maps. Making a post allows you to submit timely content to customers when they find your business listing on Google. Google only allows posts to be displayed for 7 days before your post is archived in your posts area.
Learn more about posting on Google My Business from our post "New Google My Business Posts."
If you'd like to activate Messaging on your listing, this enables people to send you text messages directly to your phone from Google search. To activate this, click on "Messaging" and go through the steps to verify your phone number.
There are two ways that linking Google My Business with your AdWords campaign enhances your advertising.
This is a recommended AdWords optimization technique that should be done once you've verified your Google My Business listing.
Google has done a good job of allowing business owners to register and edit their listings, although there are sometimes duplicate listings or old contact information that make it impossible to re-verify or gain access to your listing. Google does offer phone support for tricky situations such as an old marketing company you can't get a hold of who has ownership of your listing. As of writing this post, Google My Business' support number is 1-844-491-9665. When contacting Google, they do require an AdWords ID for them to provide support. It's always best to contact your Internet marketing provider to help you with this.
What is your why behind your company?
What is your target audience?
What is your unique selling proposition?
What is your overall impact you'd like to make with your content when someone reads it?
Our version of Content Marketing Strategy or CMS is a much more simplified version. I do encourage you to take this further, but the purpose of using this simplified version is mostly to keep your content organized, make your marketing more efficient and hold you accountable to make sure your marketing is consistent.
Let’s face it you are a busy small business owner and you may not have the time to keep a fullscale CMS up to date and even develop it in the first place.
In our 6 Month ROI you’ll have the chance to create a simplified version of a CMS.
We’ve saved our Simple CMS in a Google Sheet.
You’ll want to download and make your own by filling in all the area’s that you’d like to use. Then follow along with our procedures below to stay organized.
This CMS is designed for 1 blog post per month. You can easily expand on this. Although, don’t over commit to trying to do too much and then not being consistent with it. Consistency is the key. Commit to what you for can do realistically. Start with one blog post a month for this program. If you complete the 6-month program and are successful at writing an article per month then you can upgrade from there.You can navigate through the CMS by using the bottom tabs within the Google Sheet.
Feel free to customize your CMS as you see fit.
In order to write effective content for your blog think about what your customer wants to learn or hear about.Frequently asked questions, any objection a customer has had in the past about ordering from you can also be a post. The idea here with the content is to peak their interest. The topics should be something your readers want to know or learn about.
More articles on content writing:
Your CMS will help you stay organized with what you can write each month. Have the mindset that this is an evolving document. Think of this document as a location to store those great ideas that pop into your head about a great article you’d like to write. :)When you have an update you’d like to tell the world about there’s space to add that in or move posts around. Keep it simple and don’t over think it. Remember, marketing is all about being consistent.
More coming soon
"When I started with ROI Web Marketing, I have to admit that I was struggling with my business. The company not only helped me understand what marketing is all about, but the team also helped me launch a new website and advertising campaign that tripled my business in a year. Now, I get regular phone calls specific to my industry. I didn't know a website could be so useful!" - David Glisinski, Gannet Diesel
"Working with Kevin was a great experience as he provided excellent service as well as results. As a bonus, his services were affordable. I would be happy to work with Kevin again!" - Ciara Ann O'Connor, Personal Trainer
"Kevin and I have collaborated on numerous occasions while working a common commercial account. Kevin possesses a deep understanding of the online retail industry; this combined to his ability to bring together his colleagues and engage them to work towards a common goal have resulted in a net increase in revenues for all clients we have worked for. -Very strong business understanding for SMB -Excellent business accumen -Not scared of taking risks -Convincing communicator If you are looking for a well rounded business/marketing consultant, I can definitively recommend Kevin Hicks as a candidate." - Patrick Do, SAP HCM Functional Analyst at Canadian National Railway
"I had known Kevin for years prior to a business relationship and always knew him to be kind, honest, and genuine. When we connected in business he was managing online assets for a few brands in his portfolio. We began collaborating on a pro bono consulting project and then collaborated on developing and delivering comprehensive web marketing programs for a variety of SMEs. Kevin is now consulting for both the Rayne Longboards and Vicious Grip brands I manage and I am indebted to him for all his partnership far beyond any monetary value. I recommend Kevin to anyone I can and he is currently servicing a number of those connections." - Les Robertson, Marketing & Sponsorship Manager at Rayne Longboards
"Kevin not only has helped me re-launch my website, but has also helped me understand the value of internet marketing. Kevin has taken the time to listen to our needs and what we want to accomplish with our website. He has also brought some remarkable ideas to the table. Kevin will give you great quality, service and maintenance at a reasonable cost. I highly recommend Kevin to anyone looking to take advantage of internet marketing and social media as well as getting great service and advice." - Joseph Tablan, Financial Security Advisor
"I recently had the pleasure to work with Kevin on the design and development of a new website for PM-Volunteers.org. He was extemely professional in his approach to the project. He delivered a fully functional and creative end product well ahead of schedule, with an absolute minimum of issues from a client perspective. I would recommend him for future web design projects." - Bob Prenovost, CRM, PMP, LEED® AP
"We had enough to take on starting up our longboarding store. The budget was tight and we needed a website that would give us marketing and exposure for our niche audience. ROI Web Marketing gave us exactly what we were looking for. The website is easy to update and maintain on our own. Even when we have questions, their staff are always there to meet my needs. I continue to recommend ROI Web Marketing to anyone looking for a website and/or looking to market their business on the Internet." - Mischa Chandler, Flatspot Longboards
"Kevin has demonstrated his ability to stay a step ahead of the trends. Doing so has enabled me to capture a first page ranking on Google and create growth for my business. I always enjoy hearing what Kevin has in store next for my marketing and how it will impact the growth of my business." - Maki Riddington, Owner of Maki Performance Training
"Kevin's ROI Web Marketing offers a rare combination of technical expertise to build effective web sites, marketing expertise to make sure it attracts clients, along with branding expertise. Plus he's a a great person all around." - Carla Rieger, Director at The Artistry of Change
"There were many Web Designers to choose from. Kevin was by far the most organized, reliable, trustworthy, detailed and professional. I referred him to the company I worked for. He was given the contract. It was an amazing experience as he was an educator. The website was truly in a form of Art Work-not only did I learn from him how websites are created but how profits can be generated by hiring the right person. He is an SEO expert, experienced Web Designer and a Marketing Specialist at ROI Web Marketing. I highly recommend Kevin to everyone." - Pam Rai, Insurance Specialist
"My specialty fitness business, in which I teach Pfilates (pelvic floor Pilates) was only designed 2 years ago, which has with it extra challenges, in that I needed marketing but also a need to educate the general public as to what it is exactly. Kevin has presented me with creative and meaningful suggestions for my web site and Facebook. Also being on a budget, I didn’t want to spend a lot, but I feel I got an outstanding Web Site and excellent support. Kevin is always there when I have questions, and has provided me with the tools and encouragement I need to manage my web site and Facebook page." - Brenna Jacobson, South Delta Pfilates Therapy
"We always wanted to revamp our web marketing efforts, and Kevin helped us with this in a huge way. I always believed the internet was a powerful tool, but never thought it could help my business in a significant way. I can now say that my website is a large source of leads and new business. I would recommend Kevin to anyone who is looking to increase their web presence and wants their website to start paying dividends!" - Jordan W Cahill, Cahill Professional Accountants
"I’m very happy with my website. It is very optimized. That was the goal. It was to be found. Now everyone can find my site. It makes a difference to have someone optimize your site properly. It’s not about paying for ads. I didn’t spend a cent on paid advertising. I just had Kevin properly optimize it, and within 5 months, my website stood out among my competition in terms of being found via a google search." - Terence Lo, RMT, Richmond, BC