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If you work at a large or long-standing organization, there’s a good chance that your offerings include multiple products or services. But in order to thrive in the marketplace, you need to effectively tie these offerings together.
That’s where brand architecture comes in. Brand architecture is the way you relate your products or services to each other in your messaging. This signposting tells the market what these disparate items share and ties them all back to a strong brand (or brands) to harness positive associations in the marketplace.
Think about it. Even if you’re not very familiar with the term “brand architecture,” you likely see it in action every day, both at home and at work. A consumer company like P&G manages a whole stable of brand lines, and regularly adds new offerings within each brand line. That’s how the grocery aisle came to have not just Tide laundry detergent, but also Tide Free and Gentle, Tide Plus Bleach, Tide to Go and more. The company had a strong brand and built on its success when it wanted to introduce new products and grow in market share.
Brand architecture works similarly in the B2B world, both allowing businesses to introduce new offerings successfully and to simplify and strengthen the market’s understanding of existing offerings. For example, General Electric (GE) has built a well-known and well-respected brand over nearly a century and a quarter. But in that time, they came to provide many unrelated products and services. With thousands of offerings, GE could be mind-boggling to potential customers, until a reworking of their brand architecture organized these offerings into 11 business units, such as GE Aviation, GE Healthcare and GE Infrastructure.
Making decisions about brand architecture
When you decide to launch a new product or service, you have to determine whether it should join an existing brand you offer or stand alone. When multiple items share an overarching brand, that sends a clear message to your audience that they are related.
Put yourself into a customer’s shoes. Your research and development team may think a product is unlike anything else you offer, but will you be able to better make inroads with your audience marketing it as a brand new product or as a special variation on an existing product? Will the customer see it as being closely related to an existing offering? Brand architecture should simplify the experience of interacting with your brand for your audience.
What if your organization grows through acquisitions? If you find yourself with a number of product brands and at a loss to message them all effectively, as often happens when one company buys another, it’s time to take a closer look at your roster of products. Chances are, some of them overlap or are closely related in terms of what needs they serve.
Then, determine the strongest brand in this family of products or services. Why spend money supporting individual weaker brands when they could be brought under the strongest brand’s umbrella?
Revamp your messaging and brand naming conventions to bring these offerings together. You can create a product line — much like our B2C example above, Tide detergents. Then, instead of having to build demand separately for every one, you can create and focus on key messages for the overall brand, and craft a reputation that will extend to all of the products in the line.
Want to know more about brand architecture? Contact us with your questions.
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Be honest: have you ever rolled your eyes when you saw or heard about yet another infographic?
“Infographic” has been a buzzword in digital marketing for the past five years or so. A few years ago, the internet hit a saturation point. Every social platform was chock-full of infographics — good, bad and yes, ugly. But that doesn’t mean you should abandon this powerful tool for audience engagement. Instead, learn how to create infographics that are useful and beautiful, infographics that make their point better and more efficiently than any white paper or blog post could.
The ingredients of an impactful infographic
When choosing what format to use to present your information, first consider what you have to work with. Infographics are best suited to data-heavy information that can be conveyed visually, with minimal use of text.
A strong infographic tells a story, and leads a viewer through the information in a clear and purposeful way. It’s not simply a collection of graphs. Rather, it builds to a point and often makes an argument about what these data points mean when taken together.
Avoid cramming too much content too close together, which is a sure sign of a poorly-planned and poorly-designed infographic. Your content should be displayed in a way that a viewer can easily scan. On the other hand, if you find you have too little content for a full infographic that tells a compelling story — only one or two meaningful data points, say — consider other visual ways to convey your data and make a bigger impact.
An infographic should be visually stunning, not overwhelming. While it’s okay to be a little more playful than you might be in other brand materials, and to even stray slightly from your brand guidelines in your use of fonts, color and stylistic elements, your infographic must still feel in line with your overall brand. Don’t forget to include your logo!
Trends in infographic use and design
You may be familiar with interactive infographics — one of the most exciting current trends in infographic design. These creative choices stretch the definition of what an infographic can be, and challenge other marketers to get even more creative.
These include the data visualizations that allow viewers to focus in on their specific areas of interest, which have played a central role in the growth of interactive storytelling. With these types of infographics, members of your audience are invited to engage deeply with your content, fostering an emotional connection.
Other interactive infographics, like the often-praised “115 Years of American Homes,” are actually less about hard data, but still all about engaging audience members. In this example, viewers can scroll to “drive” an illustrated car through the decades, encountering the changing home designs of the twentieth century through the visual and text elements as they go. As with data visualizations, the experience is self-directed: the user can choose to drive forward in time or backward, and pause at any point.
Whether the hard data approach of interactive charts or something less numbers-focused is a fit for your organization will depend on your audience and the information that impacts them. Either way, a marketing partner with experience in infographic design can help craft interactive infographics that will engage your audience. Talk to an expert: contact us today.
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A strong brand has tangible value. In fact, consistent brands have been found to be approximately 20 percent more valuable than erratic brands, meaning that taking steps to ensure uniformity across your brand can generate serious value. Because so much of your brand is communicated through visuals — such as logo, product packaging, and advertisements — its overall appearance is a vital component of overall consistency. Today, we’ll discuss why visual consistency is so important for brands, and how setting brand standards can ensure that the same visual look and feel greets consumers every time they come into contact with your brand.
Why is visual consistency so important for a brand?
Unfortunately, you can’t guarantee that everyone will see your campaign as you intend them to. Although your audience would ideally see all of your messages in a given campaign, and in the correct order, it’s impossible to perfectly plan the customer journey. To adjust for this inevitable inconsistency, keep a steady visual thread that helps consumers complete the missing pieces in their mind. If consumers see pieces of campaigns out of their intended order, your visuals still indicate that the messages belong to one brand. This way, no matter how your messages are received, you have the chance to make a good impression and get your message out — like when Mercy Health rebranded with consistent visuals across print and digital marketing and increased brand awareness to 77 percent.
We recommend making your brand imagery robust, but still flexible and fluid enough to adapt and grow over time. This way, you won’t abandon the visuals or shift gears randomly for each campaign. For example, if your chemical company specializes in personal care products but also dabbles in other industries, make sure your brand visuals don’t limit your ability to expand further into new markets.
How can setting brand standards help maintain visual consistency?
Writing for Entrepreneur, advertiser John Williams writes that when it comes to branding, “you don’t need to be fancy, just consistent.” To maintain brand consistency, we recommend establishing a framework that ensures the same logos, colors, fonts, and images are being used no matter where consumers come into contact with your brand. You might stipulate that your logo must have two percent protected space around it, can’t be placed onto a colorful background, and can’t be rotated.
It’s important to understand the core of your brand and use this understanding to develop the appropriate guidelines for the visuals. If your medical supply firm’s brand communicates a message of innovation and market leadership, make sure that your brand guidelines dictate that the photographs used in marketing materials reinforce these messages.
Because multiple people might develop marketing visuals, it’s important to establish and provide rules that help users prepare for unexpected scenarios. For example, if someone can’t obtain access to your preferred font, provide a few back-up font recommendations that still stay consistent with your general look and feel.
Keeping your brand’s visuals consistent means consumers see the same message every time they come in contact with your brand. When it comes to B2B marketing, did you know that over half of these touchpoints take place before the consumer engages with a vendor or sales rep? Check out our paper, “Engaging B2B buyers before the buying process” to learn how to connect with consumers through “Brand Empathy.”
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Do you ever feel like you’re shouting out marketing messages but never hearing any response? Could it be because your messages don’t resonate with your intended targets?
Buyer personas can solve your problem. They can, that is, if they’re well-crafted.
Buyer personas are short profiles of fictional characters who represent each segment of your target market. For example, if you sell software that helps small businesses and independent contractors manage their billings, you’ll have several personas to consider. They will likely include the owner of a small business, an employee at a slightly larger organization whose chief role is to manage the company’s money, a financial advisor who works with many small businesses and a sole proprietor.
While every person who holds one of these positions is unique and has concerns and needs specific to their circumstances, each type of potential customer shares many of the same qualities. They will likely respond well to similar messaging, but the messaging from one type of customer to another will need to be quite different. Creating buyer personas helps you identify their core similarities and shape messaging that makes an impact.
What to include in your buyer personas
When you construct buyer personas, get creative. This exercise is most useful if you go beyond bullet points to draw up a full character — it’s a great opportunity to explore the thought processes of your prospects. Ask yourself:
- What is their career background?
- What is their budget?
- What are their goals, and how would your product or service help them achieve those goals?
- What are their fears? How would your product or service help them prevent these from happening?
- Where do they get their information? What news outlets do they read or watch?
- Who do they consult before making buying decisions?
- What will initially attract them to your offerings? What might make them hesitate to buy?
You may realize when working through the personas that you need to subdivide them further. Going back to our earlier example, you might realize that many of your prospects are in fact freelancers, but that those who freelance full time are attracted to your software for very different reasons than those who want it to help manage their side gig. If you determine that these differences are substantial enough to merit separate marketing messages, you should create separate personas to help you clarify that messaging further.
Why research is the foundation of strong buyer personas
To create worthwhile buyer personas, you must draw on research, rather than make things up without any backing. If you just include what you expect to be true about your audience members, you may reinforce your own assumptions about your customers, true or not, and miss out on valuable opportunities to connect with prospects.
Movéo can help you strengthen your buyer personas with marketing data from analytics software, customer surveys or customer service interactions, competitive research and more. To talk to a member of the team about how we can help you better understand your buyers, contact us today.
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When Hallstar came to Movéo, they were a leading global specialty chemical company, but their outdated image did not reflect that standing. They wanted to develop a vibrant new corporate brand that showcased their successful evolution into a highly differentiated, customer-focused company.
Our team first conducted research to determine the true value of what Hallstar offers its customers, and used these findings to develop a brand strategy. This effort culminated in a total redesign of the company’s web site, providing the appearance and functionality they needed.
Refreshing the Hallstar brand
Although many manufacturing and consumer products businesses need unique ingredients for production, most chemical companies avoid working in small batches because it’s not always cost efficient. Hallstar stands out — it offers its customers the option to order custom chemicals in small batches. Say you want to create a 50 SPF sunscreen that feel likes a lotion. Hallstar has the expertise and facilities to create the perfect product in small batches.
It was clear this was the differentiating factor to emphasize in Hallstar’s brand refresh. The new brand and tagline we developed, LET’S WORK WONDERS™, celebrates the idea that Hallstar creates unique chemical combinations in affordable batches.
Showcasing the LET’S WORK WONDERS™ brand
User experience and advanced metrics
As we discussed in a recent post on user experience, it’s essential that every customer can easily find the information and resources they need on a website. Hallstar offers a range of unique solutions in a variety of industries. To make navigating the information on their site seamless, we created personas based on each customer type, and developed customer journey maps for each persona. These served as the foundation for a completely new site architecture. For example, the two largest markets Hallstar operates in are industrial materials and beauty and personal care. A customer looking to create a heat-resistant tire would only need to click “Products and Markets” from the homepage and immediately see “Industrial Solutions” as an option to move deeper into the site.
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Screenshot from: www.hallstar.com/products-and-markets/
We also developed a framework to define what we’d measure going forward. Because we wanted to monitor the results of our user experience redesign, it was important to understand which metrics best indicated engagement and conversion at each level of the customer journey.
First, we pinpointed five stages of the customer journey, each one aligning with a point in Hallstar’s sales funnel. We then developed a comprehensive set of measurements for each stage, and now use metrics such as non-bounce visits to analyze engagement at the beginning of the journey and registrations at the end.
Responsive design
Before Hallstar partnered with Movéo, their site was outdated and difficult to use. Because the goal of the user experience redesign was to optimize the way that users travel through the sales funnel, it was important to have a responsive website, which has been shown to generate more leads. We wanted to complement the new, user-focused site architecture with a beautiful, responsive design that ensured Hallstar’s message was communicated to everyone, no matter what format they viewed it in.
We used a responsive, collapsible grid system that reorganizes the content based on screen size and better suits the finger-scrolling motion on mobile touchscreen devices. This way, if that heat-resistant tire designer is browsing Hallstar’s services on a smartphone, they’ll see the Industrial Solutions link displayed clearly across the full-width of their screen, instead of crowded horizontally with Beauty & Personal Care.
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Screenshot from: www.hallstar.com/products-and-markets/
Outcomes
The redesign increased engagement dramatically. Overall site visits have increased almost 30 percent since last year. Not only is the site getting more traffic, but users are also staying longer and travelling deeper into the site. In the last year, average visit duration has improved 40 percent and non-bounce visits have improved 50 percent.
In addition to improving user experience and adding a responsive layout to the Hallstar site, we also added new functionality, which you can learn more about here. The foundation for the entire project began with an in-depth analysis of Hallstar’s value proposition and the heart of their brand. To learn more about what makes brands strong, check out “10 simple truths about strong brands.”
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For marketers, each point of contact with potential customers is extremely valuable, as it represents an opportunity to drive them further down the sales funnel. Once a visitor arrives on your website, you want to keep them engaged with your content for as long as possible. High bounce rates, which Google defines as the percentage of single-page sessions, are disheartening, because they represent missed opportunities to connect with potential leads and drive sales.
Visitors “bounce” from a homepage for two main reasons: either they didn’t find what they were looking for or the page was too difficult to use. In today’s post, we’ll discuss how focusing on your visitors’ user experience (UX) on your homepage can decrease bounce rates and generate more conversions.
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Map your customers’ activities on your homepage
It should be easy for all of your site’s visitors to find what they’re looking for, no matter their purpose for visiting the site. Someone looking for your business history should have an equally easy time navigating the site as someone trying to make a purchase. In order to ensure ease-of-use for every customer, we recommend segmenting your visitors into distinct groups and mapping each group’s expected journey from the homepage to their end goal. Ideally, the journey will be as short and simple as possible for everyone. For example, someone looking to make a purchase should immediately notice the link to your online store, and someone looking to learn more about your business should easily be able to locate the “About” page.
This process probably won’t be new to you, as you likely already map out the various touch-points customers have with your product (such as design, promotion, and packaging). Because your homepage represents an important point of contact with your customers, it’s just as important to drill down into each step of different visitors’ experiences within your site, thus ensuring that you understand the entire process. Understanding and honing this process will help you map the simplest journey within your site for each type of visitor and improve the conversion process.
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Keep navigation menus simple
Navigation menus represent an integral part of a visitor’s journey through your site, as they are often the first place that new visitors look for direction, and they’re also emphasized by search engines. Make sure that your menus are easily navigable and clearly communicate the best route to each page a member of your audience may be looking for.
Select the labels for each portion of your navigation menu based on what your audience is likely seeking. Navigation menus are a place for straightforward, clear language, so save the jargon or organization-specific terms for elsewhere. Similarly, your navigation menu should be consistent and accessible across your site. It should always be easy, for example, for your site visitors to get back to your homepage in one click. The route to your contact page should be similarly simple.
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Use scrolling to talk to your customers
Web design trends have evolved. Gone is the homepage that crams all the information “above the fold”, or above the area that a user would need to scroll down to view. Instead, “long scrolling” homepages, or those that harness the computer or smartphone’s up-and-down scrolling patterns, are becoming increasingly popular. These homepages use the full screen height and width to display individual sections of information, and prompt the user to scroll down to the see the next portion.Given the prevalence of mobile, long scrolling pages’ ability to adapt to mobile devices makes them an attractive alternative to clunky, overcrowded homepages.
Long scrolling design also allows marketers to communicate more fluidly with users, urging them to follow a specific path that leads to a final action. We recommend implementing a long scroll design into your homepage that tells a brief story about your product or service and ends with a specific call-to-action, urging the user to click a button for more content or to sign up for emails, thereby converting them into a lead or prospect.
When users have great experiences on your homepage, they’re more likely to travel deeper — and more likely to convert. For more information on designing for user experience, check out our blog post, “The User Experience: Five Things to Consider When Designing for the Mobile Web.”
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As a marketer, it is your job to ensure that your organization presents a consistent message across every medium. Most customers first see this message on your website, and its design is the number one criteria they use to decide whether your business and message are credible. Because smartphones and tablets now account for about two-thirds of time spent online, it’s pivotal that your website makes the best impression on every device. A responsive web design, which automatically adapts to differences in screen size, ensures that the message embedded in your site is clear no matter how it’s viewed. In today’s post, we’ll discuss two elements of responsive web design that optimize how your message is delivered and received.
Use responsive site design to emphasize key messages
On a large monitor, your home screen can comfortably fit menus, text and images that showcase your brand, but a smartphone screen is easily crowded by more than just a few elements. You could miss out on sending an important message at a key point of contact if all the carefully selected words and images are jumbled on a tiny smartphone screen.
To handle this through responsive design, web designers use media queries to control the layout and appearance of the site on different screen sizes. For example, clickable links in a desktop view will expand to full screen width to adapt to the scrolling motion used on mobile devices.
We recommend ranking the elements on each page by order of importance to your message, and prioritizing them so that the appropriate items are displayed on smaller screens. For example, you may choose to hide the image slider on mobile view and expand your logo and welcome text to fill the width of the screen.
Take advantage of improved engagement with clear calls to action
Mobile devices lead to more personal, intimate connections with your users. They experience closer physical interaction with the content through touchscreens, and are less likely to navigate in and out of multiple tabs on a phone screen. Furthermore, mobile conversion rates have increased 29% over the past year alone, making your mobile site a key platform to connect with visitors and turn them into leads and customers. Take advantage of this by following strong messaging with clear calls to action (CTAs) that stand out in mobile view, when users are increasingly likely to convert.
To do so, go through each page of your site and note where calls to action can be added, such as your homepage and blog posts. Then, add bold CTAs that stretch to the full width of tablets and smartphones.
Design acts as a bridge between your business and your target customers. Instead of allowing your message to get jumbled in a messy mobile site, use responsive web design to enhance the message your team has crafted. To learn more about design’s role in marketing, check out our past blog, “Design: a Key Component of Strong Brands”.
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Although search engines are rooted in technology, their central purpose is inherently human. By connecting users to the most relevant websites, documents, and resources, search engines create connections and share information between people all over the world. Because search engines are becoming increasingly personalized, user needs and behavior should be an integral part of SEO strategy, especially since a user-centered SEO strategy can increase ROI, conversions, and user satisfaction. While user-centered SEO has many facets, its foundation is built on these two key components:
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Know your audience
A strong understanding of audience and target market forms the foundation of any marketing strategy, as it provides valuable information about the best content and voice to include in messaging. Similarly, you should use your knowledge of your brand’s audience to guide search engine optimization, as their specific interests and preferences indicate the best keywords and content to include on the site. To improve your general understanding of your audience, check out the demographics and interests data within Google Analytics. These areas provide information on the age, gender, lifestyle, and product-purchase interests of your site’s visitors. For example, the demographics area can tell you if your site is visited most often by 35-44 male sports fans or 25-34 female tech enthusiasts. This data can help you tweak the messaging on your site to ensure it’s catered to the right people.
You can also use Google Analytics to better understand your audience’s search behavior. Head to the acquisition section of the Google Analytics dashboard, and then look under search console and queries to see which Google search queries led to the most impressions of your site through organic search. Once you’ve identified the most common search terms that bring people to your website, ensure that related keywords are included in each page’s headings, metadata, and content.
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Perform long-tail keyword research
As we discussed last week, Google no longer emphasizes keyword matching in search results but instead focuses on searcher intent. Searchers often use phrases and sentences as queries, treating search engines more like another person instead of a computer. For this reason, emphasizing “long-tail keywords,” those based on queries of three words or more, in your site can significantly boost its SEO. Because they’re so specific, long-tail keywords tend to attract highly qualified traffic that’s more likely to turn into leads and customers.
For example, a business specializing in high-end precision agriculture equipment would likely benefit from including long-tail keywords in their site’s content. Although an amateur searching for “farming apps” might miss your site buried in the search results, an experienced, established farm owner using a more specific, long-tail keyword, such as “precision agriculture tractor” would likely see your site at the top of the page. It’s the person searching with this long-tail keyword who is most likely to be a potential client for your products.
Although keywords and queries are an integral part of SEO, users are most likely to find and click on your site when it contains unique, engaging content. To learn how to create the best content for your organization, check out our white paper, “The 5 new laws of content.”
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Although paid and organic search work best together, organic search almost always brings a greater volume of visitors to your site. According to BrightEdge data, organic search was the largest driver of traffic to websites and the largest driver of revenue in most sectors studied. Optimizing your website and content to attract search engine users organically is therefore essential to any marketing strategy. In today’s post, we’re sharing our three easy tips to make the most of organic search.
Understand searcher intent
In recent years, Google has shifted its algorithm away from keyword matching, and increasingly emphasizes topic association in its search results. In other words, Google wants to determine the intent behind searchers’ keywords. When users enter search queries, Google matches the intent based on search data, click data and the wording used by searchers in order to return richer and more relevant results. Google segments all queries into four buckets: navigational (trying to reach a particular site), informational (acquiring information), commercial (looking for advice on buying decisions) and transactional (making a purchase or completing a task online). The right keywords for your business depend on their intent bucket.
As part of your SEO strategy, we recommend using searcher intent to determine the focus keyword for each page of your website. Searchers may visit your site for different purposes (for example, if your business sells surgical supplies, users may come to your site for information about your products or to make a purchase). Think of one to five terms or phrases for each page that might be used for more than one bucket of intent (navigational, informational, commercial, or transactional), and choose the best one to incorporate into each page’s URL, metadata, and page content.
Use search-friendly URLs
Making URLs search-friendly is useful because search engines use URLs to understand the path a page points to. The Search Engine Journal identifies three key aspects of search-friendly URLs. First of all, they should be straightforward. For example, URLs that point to duplicate content should include canonical tags, which tell search engines which URLs contain original content and which should be crawled by search engines. Secondly, URLs should be meaningful, complete with keywords and devoid of meaningless numbers and punctuation marks. This makes URLs more logical for human interpretation as well. Finally, your URLs should emphasize the most important pages of your site. That is, if you have many insignificant or hidden pages on your site, spend time focusing on the pages that you most want crawled by search engines when optimizing URLs.
Anchor text
Anchor text refers to the clickable text in a link. In order to optimize SEO, make anchor text relevant to the page to which it’s linking, instead of using generic or irrelevant text (like “click here”) as your links. In recent years, Google has begun to emphasize and scrutinize the keywords within anchor text, and now becomes suspicious if a site frequently generates referral traffic from the same anchor text across a large number of inbound links, as this indicates that the links weren’t acquired naturally. We recommend creating a variety of meaningful anchor links across your site and in the content others publish about you, instead of referencing the same keywords each time.
Given the benefits of both organic search and paid search, combining the two often yields higher profit than when either is used alone. To learn more about integrated search engine strategies, check out our past blog on search engine marketing campaigns.
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By 2019, U.S. marketers are expected to spend over $103 billion on search, display, social media and email marketing — but search will remain the largest share of interactive spend. This trend represents a 12 percent compound growth rate.
Paid search, as we discussed last week, increases your business’ visibility on the results page of a search engine by revealing ads based on the keywords searched by a user. It is even shown to positively impact organic search click-through rates, making it a no-brainer for any digital marketer. In today’s post, we’ll share more in-depth information on how paid search works, and discuss keyword planning in addition to extensions and ad formats.
Keywords
When beginning a paid search strategy, you should first identify the keywords most relevant to your business. For example, if you’re a surgical supplies firm in Chicago, bidding on the keyword phrase “Chicago surgical supplies” could result in an ad appearing when a user searches this phrase, thus leading users to your site.
On Google, there are seven available ad positions on each search results page, and the search engine uses a combination of factors including relevance, landing page experience, and expected impact to determine which ads will be shown on each of them. We recommend selecting high quality, relevant keywords for your advertising campaign to help you reach the customers you want at the right time. To make your ads appear when people search for your product or service, the keywords you choose need to match the words or phrases that people use, or should be related to the content of the websites your customers visit. You can also add negative keywords, so your ad doesn’t appear when searches include those terms. This helps reduce costs by ensuring that your ad is shown only to your intended audience.
Research is needed to determine what users are searching for — Google’s Keyword Planning Tool is the ideal place to start. This platform contains data on the keywords you’re considering bidding on, such as average monthly search volume, suggested bid, and ad impression share (the number of impressions your ad received divided by the total number of searches that matched your target audience and the keyword in a given span of time).
Ad Formats
Ad formats are the components of an ad shown in Google search results, including headline, descriptions, display URL, and various ad extensions. Ad extensions show extra information about your business within your text ad, such as phone number, location, and rating. These can give your ad more prominence on the search results page, thereby enhancing both visibility and value.
As a warning, Google is currently undergoing a change to their ad format structure. Until recently, all ads were built to the specifications of “standard formatting.” Now, Google has created a way to increase the character limitations of your ads with “enhanced formatting.” While this change will not affect current ads, it will impact ad creation going forward, and will be fully implemented starting October 26, 2016.
89 percent of customers begin their buying process with a search engine, and paid search allows you to bid on the words that will enable you to connect with those who are actively searching for the most relevant aspects of your business. In the next post, we’ll delve deeper into organic search, and our three best practices to make the most out of search engine optimization. In the meantime, check out our past post on killer paid search ads.
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