Digital marketing is on the rise. Businesses are turning to search engine optimization (SEO) and pay-per-click (PPC) advertising to get discovered online.
By 2019, top companies will allocate up to 75% of their marketing budgets to digital marketing. Retaining the best SEO service in Toronto can provide an advantage for any business.
Before investing in a digital marketing program, however, business owners want to make sure they are hiring the right team. They may ask themselves such questions as:
- Which agency offers the best SEO service in Toronto?
- how do I know if SEO and PPC will work for my business?
- will this team communicate with me?
- will this team only use white hat SEO techniques to protect my company?
Hiring the best SEO service to grow your business requires trust and communication to generate a maximum ROI. The Pedestal team reports to its clients. Sharing methods implemented, as well as campaign performance, and strategic opportunities to consider. Furthermore, Pedestal always applies white hat SEO practices. This is essential in avoiding penalties from Google.
Who we are.
Pedestal is a full-service digital marketing agency. We specialize in marketing businesses in the online space. Strategies are tailored to solve specific client needs, and to identify growth opportunities. Pedestal assists businesses in standing out with a unique web presence, increasing qualified website traffic, and building revenue.
Search engine optimization is the process of optimizing a website and publishing keyword-rich online content to produce organic search results in a search engine query. There are more than 200 factors that search engines like Google, Yahoo or Bing consider when calculating how well a website will rank on the search engine rankings pages (SERPs).
An effective SEO program incorporates strategic keywords into content. Using website copy, anchor text and meta descriptions to insert keywords naturally. This supplies a search engine with the information it needs to provide relevant results to the searcher.
To qualify for a high ranking, a site must provide an exceptional user experience. This includes page loading times, functionality across all devices, unique and relevant content, and website architecture that is easily navigated by the user.
Developing a strong link profile can improve website authority and Google rank. An effective internal and external linking profile improves site rank. Internal links are links between pages on a website. External links go out to another website, preferably with high authority. All links should be relevant and helpful to the context they are in.
An augmented variant of SEO, local SEO focuses on marketing a business to a geographic area. Businesses in Toronto leverage local SEO programs to be found by nearby customers. Like SEO, this strategy offers the benefit of helping a business to engage with consumers that are in search of information on products or services similar to what the business offers.
Furthermore, local SEO takes advantage of published online reviews to establish credibility. Consumers research businesses online more than ever before. Many of them trust these reviews as they would personal recommendations or word-of-mouth.
Pay-per-click (PPC) advertising is a paid search strategy. PPC uses paid platforms like AdWords and the Google Display Network. These let them advertise on relevant search engine queries and websites.
A PPC strategy requires an advertiser to bid on various keywords that they would like to be discovered for online. If a user searches for this keyword, or a variation of it, the advertiser’s link will appear on the SERPs, above or below the organic results. The ad’s rank position will depend on bid level and competition. These ads look nearly identical to organic results, however they have a small “ad” icon to set them apart.
PPC ads on desktop
PPC ads on mobile
One of the key benefits of PPC advertising is that it does not require an outset of ad spend to initiate the campaign. The business is only charged when a consumer clicks the link to be taken to the website or landing page. Furthermore, this website traffic is what is known as qualified traffic. This is not a web user that accidentally clicked on a banner ad. In this case, the ad appeared in the search results because it is relevant to what the consumer was initially searching for. What this means is that when the user navigates to the website, they are much more likely to convert or buy because they were interested in the products or services the business offers to begin with.
Furthermore, this website traffic is what is known as qualified traffic. This is not a web user that accidentally clicked on a banner ad. In this case, the ad appeared in the search results because it is relevant to what the consumer was initially searching for. When the user navigates to the website they are much more likely to convert or buy. This is because they are already searching for the products or services.
PPC advertising with AdWords has razor sharp targeting capabilities. It takes users’ demographics, psychographics, and interests into consideration. PPC also targets geographic areas, times of day, and other variables. This makes for more profitable campaigns. There is minimal wasted ad spend on clicks that are unlikely to convert into leads or sales.
Content marketing is a strategy that can attract users to a website. In the best case scenario, this content will not only answer questions that the consumer may have but will also educate, compel and delight them. Traditional advertising methods like television spots, print ads and billboards are intrusive. Conversely, this method offers content to consumers that are actively looking for it.
Providing relevant and interesting content to consumers creates an appreciation for the business. Users are more likely to engage with a company who they feel is trying to help or educate them. Being too pushy with sales or creating content for contents’ sake creates a disconnect with customers. Ideally, the consumer will become a loyal customer and an influencer.
We track conversations on the internet to discover compelling ideas and trends. This information inspires keyword-rich content that engages potential customers. Advancing them through the buyer’s journey.
Pedestal employs a team of writers that create content that is tonally and strategically suited to the brand and campaign.
A data-driven agency, Pedestal analyzes all components of your digital marketing efforts. Ensuring that your business achieves an optimal return on investment (ROI).
Measuring the key performance indicators (KPIs) of website traffic is beneficial to a business. It provides key insights into user behaviour on the site. Marketers improve user experience of the website by assessing specific metrics such as:
- the dwell time a user spends on the site or particular page
- which pages visitors navigate away from and after how long
- which step of the conversion process actually converts the user or drives them away
- from what source the consumer found the page (direct, social, search)
Examples of this could be, if conversion rates are subpar, analytics software can track in which step of the conversion process many users are becoming disengaged. The benefit of this is that the conversion process can then be streamlined for better efficiency and engagement. Or, if the majority of users are navigating their way to the site from links on Twitter, a marketer might consider focusing more ad spend on paid search. Monitoring analytic KPIs can help to increase website and campaign efficiency, and improve ROI.
Your website needs to be optimized to earn a positive rank in a web search. Website optimization is a fundamental aspect of an effective SEO program. Site content, loading speed, navigation and overall user experience are essential to earning a positive rank on the SERPs, as well as keeping users engaged.
Pedestal performs a website health audit. The audit identifies technical issues and ensures that the site is functioning efficiently.
Social media marketing
Marketing on social media platforms presents an excellent opportunity to businesses that aim to increase their brand awareness. It has been forecasted that there will be 2.44 billion people using a social media platform by 2018.
Social listening is a process that mines conversations on social platforms. It includes relevant industry news and discussions. Analyzing these conversations can identify both challenges and opportunities.
When a company produces content and publishes it on their Facebook page, twitter feed, or another social platform, they invite users to share that content with their own communities. This can grow the number of impressions very quickly.
Social media can also function as a customer relationship management (CRM) platform for businesses at no cost. This allows the company to maintain an ongoing conversation with their customers. Answer questions about their products in real time, or responding to criticisms. An active engagement and interest in the consumer develops brand loyalty.
Online reputation management
Online reputation management (ORM) is a series of actions designed to improve the reputation of a company online. Leveraging an ORM service mitigates the effects of negative publicity. This includes bad press, negative reviews, or complaints about products and/or services. A strategic ORM program pushes negative search results about a business further down on the SERPs. This is beneficial because “if it is off page one of Google, it basically doesn’t exist”.
Leveraging an SEO audit for overall site health is an essential practice to optimize a website for functionality, user experience, and security. An SEO audit analyzes a website. It discovers issues with technical components, content, or loading speed. This provides the framework to solve negative SEO and identify growth opportunities.
Performing an SEO audit can also be used to avoid a site being penalized by Google. In cases of keyword stuffing or incorporating links from bad websites, Google may manually or algorithmically penalize a website. Solving these issues is a difficult and time-consuming process. An SEO audit can prevent penalizations before the SEO process begins.
What sets Pedestal apart?
The founders of Pedestal formerly worked at Google on the Analytics and AdWords teams. Their familiarity with these services, as well as their insight into the Google process, provides Pedestal with an advantage over other SEO and PPC firms.
These advantages position Pedestal as the best SEO service in the greater Toronto area.
Pedestal cultivates your business online to increase qualified traffic, leads, and revenue.
Pedestal is committed to building your business on the digital landscape. We have expertise in all forms of digital marketing and will leverage every marketing tool to grow your business.
Hire the best SEO service in Toronto.
Book a complimentary consultation with Pedestal to discover how a strategic SEO and PPC program can develop your business online in 2016.