What is a Google Penalty?

What is a Google Penalty?

by | 20 Jan 2022 | Digital Marketing

Reading Time: 4 minutes

It’s very rare for a website not to be reliant on Google for traffic, and with 5.6 billion searches a day through the site, organic search is a critical channel for almost every domain on the internet.

This makes it imperative for those responsible for managing websites to ensure that they understand the latest Google updates and algorithm changes, and that they shift and shape their web presence to meet its needs. If they don’t, they may be hit with a Google Penalty – and this is to be avoided at all costs!

What is a Google Penalty?

A Google Penalty is a theoretical tag linked to a website that negatively impacts its SEO rankings. This means that its organic position on SERPs (Search Engine Results Pages) is lowered from a previous position, or un-indexed entirely. The exact impact of the penalty varies and the combination of factors for this new position is unknown.

A Google Penalty is inflicted on a website when the algorithm picks up on an aspect of the site that doesn’t meet its preferences or terms and conditions. This may be the usage (or suspicion) of black-hat SEO tactics, loading speeds that don’t meet the algorithm’s preferences, or the publication of poor-quality content that doesn’t reach the minimum required standard.

Why Do Penalties Happen on Google?

Google’s mission is “to organise the world’s information and make it universally accessible and useful” and to deliver users with the most appropriate and accurate search result for their query every time. It’s for this reason that they update their algorithm continually; to ensure that they’re able to provide the most relevant query at the top of every user’s search, integrating new smart-learning and tech into their programming to refine this.

Of course, few businesses operate entirely isolated from other competition or resources. So, on top of the accuracy of the content presented, Google also ranks on SEO factors such as security and speed to present sites that deliver a positive user experience as well as pertinent information. This acts as a differentiator for similar or competing websites and further refines the search results.

How to Identify a Google Penalty

Most website owners will recognise a Google Penalty when they spot a significant drop in their ranking positions or organic traffic levels amongst their analytics figures.

Traffic does fluctuate (in some industries more than others; particularly seasonally) and so it is unrealistic for businesses to assume this would be in a continually upward trend without significant intervention and work, but a decrease, providing there is no change in effort, often highlights an issue.

There are Google Penalty identification tools available online which can help diagnose where and when a website was hit with a penalty, but these tend to only focus on major algorithm updates – presenting the best possible estimation for when the penalty was installed. This provides an indication of which update is responsible for the change but is unlikely to identify exactly which one.

With Google implementing a change or two to its algorithms every week, it can be exceptionally difficult to find the exact issue. It is always recommended that websites owners work with SEO experts to properly understand whether their declining SERP position is a result of poor SEO practice, misdirected digital marketing efforts, or a full Google Penalty.

Why Does Google Issue Penalties?

In order for Google to achieve its mission, it needs to present the safest, most relevant websites with the best user experiences to its users.

Issuing Google Penalties allows for those it doesn’t believe to meet their standards to still be present on the SERPs but not to be presented as priority; not compromising on their conduct or quality but still allowing their users to make an informed decision as to which links to click and which websites to visit.

How To Correct a Google Penalty

The scope of every Google Penalty varies and an SEO specialist will be able to advise on the best course of action to take.

Generally speaking, remedial action should be taken immediately to remove or change the offending issue. If content has been stuffed with keywords, these should be deleted and replaced with high-quality genuine copy. If loading speeds are too slow, visual content should be reduced and speeds improved. Whatever the issue, it should be tackled directly as quickly as is possible – but not without compromising any residual quality that may remain on the site.

It is always better to take the time to do it right than it is to do it quickly and still not enhance the quality of the overall domain.

If black hat SEO tactics have been used, remedial action may be more difficult than a quick fix. In these instances, a fresh and comprehensive SEO strategy will need to be implemented over a long-term period with a specialist and continued focus.

Once the webmaster believes the issue to be fixed, a new indexing request can be made to Google using its Search Console facility and fetch and render tool. This requests that when the Google algorithm has capacity, it will re-crawl the site and judge it again to re-assess its ranking position. This should re-position the site if improvements have been made but if the Google Penalty is severe, further action may still be required.

Get Help with Google Penalties

Woya Digital employs a team of SEO specialists who make it their professional business to keep up-to-date with all of Google’s algorithm tweaks; be it a small change or a major full update. This ensures that the team are able to not just identify when and why a Google Penalty has occurred, but also how best to rectify the issue and continue on from a newly strengthened SEO position, presenting competitive advantage and increased business exposure.

For all your website support and SEO needs, get in touch with us!

 

SEO vs PPC: How to Pick the Right Digital Marketing Weapon

SEO vs PPC: How to Pick the Right Digital Marketing Weapon

by | 17 Jan 2022 | SEO, Digital Marketing

Reading Time: 8 minutes

Successful marketing is more than a one-hit-wonder and takes a long-term strategic effort. So, while we’re here to talk about SEO vs PPC, let’s be clear – the answer isn’t going to be straightforward or universal!

There are many variables to finding the optimal way to tackle your digital marketing, PR, and advertising, depending on (just as a few factors) your sector, aspirations, the market climate and what you have to spend.

Ultimately, the correct approach for your business depends on, well, your business, so it’s impossible to give a blissfully easy answer without a fair few caveats.

Here, the Woya team compares all the pros and cons, costs and benefits, side by side to help you decide where best to invest your budget.

The PPC vs SEO Debate Explained

Before we get into the details, let’s clarify the context behind these powerful publicity cousins.

    • PPC (or pay per click) is paid advertising you can choose to use on Google Ads, search engines and social media to drive traffic to your site.
    • SEO (or search engine optimisation) is an organic, systematic method of optimising your website and digital assets to naturally steer a larger user base to your business, primarily through direct hits on search engine enquiries.

While you can do both simultaneously, you’ll usually want to have a priority to dictate how you channel your resources.

Benefits of PPC as a Business Digital Marketing Resource

Paid advertising and organic searches might look the same to a casual user on the SERP (search engine results page). Still, they are considerably different, and you’ll get a varying response.

Consumer trust and click-through rates heavily favour organic search results since users know paid ads are promotions.

But, that doesn’t mean that PPC doesn’t have some advantages:

    • Paid searches take pole position right at the top of the page, with the user initially seeing the top four on a PC or laptop and the highest three on a mobile device.
    • Ads are under your control, so you get to decide what contact info, location details, sales points, or pricing shows in that space – whereas organic search picks and chooses the bits of content from your site it thinks are most relevant.
    • Product Listing Ads (PLAs) are a great way to enrich your PPC promotion with a visual to show users what they’re about to click on, pushing up click-through rates.

You can decide how much you’re going to spend per day, so you’ll rarely see your clicks soaring (possibly without corresponding conversions!), resulting in a hefty dent in your bank balance without the sales to match – provided you set a fixed budget.

Targeted Online Ads Through PPC

One of the key reasons businesses invest in PPC is that it’s a form of sharply honed advertising where you select parameters to control who sees your ad.

The idea is that you’re only paying to advertise to people that match your demographic, selected against criteria such as previous visits, audience location, search language and specific keywords.

Behind that, you get a wealth of intelligence about how your marketing is performing, with things like:

    • Tracked conversion rates.
    • Information about the best performing keywords.
    • Reports on the cost per click and conversion.

You can feed that analysis, often sourced through Google Analytics, back into your wider marketing strategy, and gain knowledge that you wouldn’t have with an organic search.

Pitfalls of PPC in the Wider Business Advertising Framework

Let’s balance out those plus points with a look at the disadvantages.

The first, perhaps obvious problem, is cost. While you can manage PPC campaigns, it requires time, effort, and regular tracking.

Small PPC budgets can run out in seconds, so if you want to capture market share and grow brand awareness on a big scale, you’ll equally have to invest a big amount.

If you find that you can’t keep up with the costs, your ads discontinue immediately, and any growing lead gen stops, so PPC is only as solid as the money you’re willing to pour into it.

The PPC Bidding Wars

Bidding wars are common, if not expected when using PPC.

Competitive keywords are in high demand, and it’s often the case that the largest players with huge marketing budgets knock out smaller rivals like a set of bowling pins.

Any time you launch a new PPC ad, you’re pinching a slice of the pie from somebody else, and if you have to keep upping the stakes to stay ahead, it can be disastrous.

Managing a Successful PPC Campaign

We’ll not get into a huge amount of detail here, but the multitude of PPC search advertising options can be more trouble than they’re worth.

For example, you’ll need to monitor results continually to compare text ads, graphics and product listings, refining your promotions even several times a day to get the most from your advertising spend.

PPC ads don’t run autonomously, and there are zero guarantees of results. Businesses need to invest time and knowledge in optimising every campaign, reviewing things like:

    • Search engine positioning
    • Click-through rates
    • Quality scoring
    • Keyword bids

People costs can include hiring a marketing agency or having a PPC team member who takes responsibility for your promotions, so it’s not just a question of paying some money to Google and hoping it will do the rest.

Finally, be aware that PPC is pretty easy to replicate.

If you’re running successful ads, it’s likely a matter of time before a competitor gets involved, potentially draining your returns, bidding against you, and potentially copying your sales funnel with minimal effort.

Advantages of Organic SEO to Drive Business Growth

Next, we’ll turn our attention to SEO – organic growth that is the gold standard of marketing best practises and often used alongside PPC as a sustainable advertising strategy.

It isn’t easy to pin down SEO into one series of steps since it’s a field that blends creativity with analytics, brand differentiation with audience engagement, and sales with social value.

SEO as a Growth Strategy

The objective of SEO is to enable your business to rank naturally on the SERP – hence the term organic.

Organic searches best match the search enquiry and appear underneath the paid ads or shopping pages. They are reliant on search engine bots to crawl your site, evaluate the quality of your content, index it, and then assess your authority.

The Google algorithm considers a huge number of markers to do so, and a digital marketing team will look at:

    • Content marketing – publishing, creating and advertising targeted content.
    • Technical SEO – the performance and capacity of your website infrastructure.
    • On-page SEO – web page content, links, keywords, headings and title tags.
    • Link building – building backlinks and internal links to establish authority.
    • UX – the customer experience when interacting with your site, products and services.

Ranking isn’t simple, and SEO is complex, not least because it involves many elements. The continual algorithm updates mean you need to balance those factors against each other and can’t stay still.

The Pros of SEO

While SEO takes time to generate results, there are multiple advantages.

Organic SEO is cost-effective, and although you’ll pay for expertise from digital marketing professionals, the clicks and conversions cost nothing. It’s often a great option for small or growing businesses because you can manage your monthly outgoings, potentially scaling your company exponentially without a corresponding spike in promotional costs.

Essentially, SEO is sustainable. Your returns don’t stop when you stop paying, and you can build on a strong ranking to showcase your business to customers around the clock.

If you’ve optimised your site and keep contributing valuable content, you’ll usually see fairly stable rankings, whereas PPC ads fluctuate wildly depending on price competition.

Other benefits to consider include:

    • Flexible content creation targeted to each step of your sales funnel without prioritising middle-ranking keywords to get the best return for your ad spend.
    • Increased click-throughs – customers know that paid ads aren’t the results Google thinks they want to see. The average organic result gets ten times more clicks than paid ads, even though they’re displayed underneath.
    • Positioning – visibility is key, and if your content regularly crops up through organic searches, you establish trust and brand authority, with ongoing positive benefits.

Most users place far higher credibility on organic searches and skip past ads because natural results are perceived as more trustworthy.

The strategic advantage is that, although it takes more time and effort to gain organic search visibility, once you’ve established yourself in this way, your competitors can’t copy your techniques, they can’t buy you out of the market, and they can’t nab your engaged customer base.

Relying on PPC isn’t something we’d recommend (not that it doesn’t have a well-earned place in a well-rounded digital marketing approach!), but it’s more a tool to boost sales and visibility than a way to get ahead of competitors.

The Downside of Relying on SEO to Grow Your Customer Audience

As with anything, there is a flipside. Organic traffic, as we’ve mentioned, isn’t a lightning-fast outcome.

If you’re beginning a new SEO campaign, you need to be conscious that mega-corporations like Amazon and eBay may dominate popular search terms. Of course, the same applies to PPC, where you’re going to be competing directly on a cost basis for the same keywords!

The other caveat is that organic SEO requires sustainable, ongoing expertise and talent, tackling tasks such as:

    • Creating valuable content assets to achieve visibility.
    • Handling safe, credible link-building challenges.
    • Analysing data, conversions, and stumbling blocks in your funnel.
    • Technical SEO to ensure your site or app loads fast, works flawlessly and provides a great level of responsiveness and interaction.

As an ongoing process, organic SEO means making tweaks and improvements as you go. It isn’t ever possible to optimise a site 100%, and leave it be – there is always work required.

Choosing Between SEO vs PPC – the Conclusion

Both PPC and organic SEO are valuable and can make a profound difference to your business performance, brand awareness and bottom line – but neither are resources you can use once and forget as a standalone, one-off project.

SEO is an investment in the ongoing success of your company. It typically means working with an experienced digital marketing team to create a future-proof strategy and work through that methodically, targeting all of the many elements of organic search.

PPC is a great way to jump to the top of the Google page, but it should be used carefully for lead-gen or to develop a good understanding of the data behind your traffic.

As a quick recap:

PPC SEO
Costs Each click costs you money - although you can set a spending limit per day. The initial investment required is higher than to launch a new SEO strategy. Clicks are free but require time and effort to build a strong presence. Costs are scalable since SEO doesn't cost more the faster you grow - it is more cost-effective over the long run.
Speed Instant results (until your campaign ends, or you're out-bid). Promotions show only until your budget has been utilised, so it may be time-limited. Takes longer but is then sustainable, long-term. Organic results show 24/7, 365 days a year, without manual intervention.
Targeting You can tightly target ads to hit specific audience demographics. Extensions to ads can enhance results. Targeting is based on keywords throughout the sales funnel. There is no control over regularly rolled-out algorithm changes.
Returns When ads are turned off, you lose visibility. People costs are lower if you manage PPC in-house, but you pay for both campaign management and click charges. SEO attracts around 10 x the clicks of a paid ad. There isn't a guarantee that your strategy will outperform competitors, but a rival business can't copy your funnel or buy out your ranking.

For most businesses, the goal is to create a hybrid strategy to capture the advantages of both SEO and PPC, utilising the data analysis available through PPC to inform a cohesive SEO approach.

Much depends on your company, what you’re trying to achieve, and the nature of the market you’re trading in.

Still, in a pinch, it’s best to start with developing SEO targets and identify where you can add in PPC to contribute to hitting those objectives.

If you’d like more information about the pros and cons of SEO vs PPC or help to establish the right ways to get started with a powerful, long-standing organic SEO strategy to support business growth, please get in touch with Woya Digital. Our experts offer a range of SEO packages and support structures, targeted advice, and everything in-between as an accomplished organic SEO agency!

The Importance of Business Content Marketing

The Importance of Business Content Marketing

by | 15 Jan 2022 | Digital Marketing, Content Marketing

Reading Time: 4 minutes

Content marketing is increasingly acknowledged as a vital component of an overall marketing strategy in creating and furthering brand awareness to attract customers both online and off.

Content marketing is particularly important for growth and visibility in ever-crowding markets and looking up any successful brand online today, you’ll undoubtedly find a whole host of multi-model content spanning various platforms.

What is Content Marketing?

Content marketing is the creation of relevant, useful and educational content for a business’ target audience, consistent with its overall branding and positioning. Content should ideally be multi-modal to span different content consumption habits and preferences as well as to enhance SEO ranking and may include: blogs, e-books, audio files, videos, images, infographics, white papers or full content libraries that customers (potential and existing) will find useful.

Content marketing is often primarily pushed out to market online but may also involve offline communications; dependent on the audience and their preferences. For this reason, content marketing often forms part of a wider digital marketing strategy.

Why is Business Content Marketing important?

Content marketing has numerous benefits for businesses of all types and sizes and continues to prove itself as valuable for marketers across all industries.

As an activity, content marketing focuses directly on improving engagement between customers (or potential customers) and a business; in the long term aiming to increase sales, nurture customer loyalty and to encourage repeat custom. This engagement comes through the interaction customers have with the content being created and published; be that reading it, listening to it, viewing it, watching it or even better, sharing it onwards with others. If the content is pitched and created appropriately, the target audience will consider it to be of value to them and so will interact with it.

Content marketing can help position a brand as a thought leader or industry expert. In creating and providing educational and informative content, even if it is not of a specialist or especially technical nature, businesses are able to cement a reputation as one that can be approached for knowledge or guidance in their field, and that they can be trusted. It is this tangibly useful and valuable content that creates a connection with consumers and dependence on the business that promotes loyalty.

Great content produced and published online may be shared widely; furthering a brands exposure to an ever-growing audience. This furthers organic digital reach and increases the amount of people exposed to the business’ branding.

Content marketing also has positive benefits for SEO (Search Engine Optimisation) purposes. Google and other search engines use algorithms to read through digital content to reinforce a website’s theme, location, relevance and authenticity; promoting its chances of higher ranking on SERPs (Search Engine Results Pages). In addition, with the latest update to Google’s algorithm, the Multitask Uniform Model, all types of content can be understood by the programming and so a variety of media used will only seek to enhance organic search performance.

It is clear that content marketing provides fantastic value not just to the business’ target audience online but also to the business’ bottom line. It is estimated that content marketing as an activity costs up to 62% less than traditional marketing but delivers three times the leads.

What Type of content should form a Content Marketing Strategy?

For many years, content marketing has simply involved the writing and publication of blogs on a website but with devices improving in function, mobile network speeds improving in capacity and speed, and attitudes toward content types changing, it now involves much more.

We are seeing a shift in short form written content to long form with articles of 1,000 words and more becoming more prevalent; and being read more as users recognise the value in investing the time to consume them. In conjunction with this, studies prove that consumers are more likely to engage with content that includes data and analysis as they respect the specific detail included.

Google’s latest algorithm update will, for the first time, analyse and understand multi-modal media types and so will favour the ranking of a brand with a variety of content available. This reinforces the importance of businesses offering their content in different modes; appealing to and being accessible for as many people as possible.

Strategising Your Business Content Marketing

Many businesses create and push out blogs on themes related to their brand niche ad hoc, whenever they’re able to but with no rhyme or reason in their topic or placement. This makes the success of such content largely down to luck.

Taking the time to lay out a proper content marketing strategy allows for the production of strong, long-lasting assets that serve the brand long-term. This involves the planning of content spanning different types, topics and platforms to carefully curate helpful and valuable resources for consumers.

How to put together a Content Marketing strategy

A business looking to compile a comprehensive and effective content marketing strategy must first define their mission and goals, outline their target audience and understand what they wish to achieve with the content they produce. Content can then be planned on a tailored basis to cater for specific personas; giving them the information they need in a form they’ll understand and enjoy on a platform they use.

A timeline should be created to map out the planning, creation, management and publication of content across all channels with a joined-up approach for consistent (and therefore recognisable) branding. Finally, the results of content marketing should be measurable so that the business is able to understand its effectiveness. Without this, there can be no real mark of success.

If you are looking for support with your content marketing strategy and execution, you’ve found the right blog! Head to our Woya Digital website to find out more about us and then get in touch to discuss with us how we can help you grow your business with effective content marketing.

 

 

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Core Web Vitals Google Update – Coming May 2021

Core Web Vitals Google Update – Coming May 2021

by | 8 Feb 2021 | Digital Marketing, Website design Chichester

Reading Time: 4 minutes

The working world all but ground to a halt in 2020, but some businesses were better equipped than others to keep running and delivering their products and services. One such business was Google, and in some ways, they have truly benefitted from more people being at home and browsing online – because more searches equals more data, more data impressions and more to work with.

Google are continuing with their usual regular Google update schedule through 2021, it’s to be expected. The most recent update which has been publicly announced is to take place in May 2021, and there’s one major change – relating to Core Web Vitals.

What Are The Latest Google Changes?

The May Google update was technically announced in May 2020; it’s just that now they’re giving a date to it going live.

This change refers to the way Google ranks searches and is updating its criteria for high rankings to include page experience signals; that is, the way a website’s pages work as well as the content they include. Three of these signals are ‘Core Web Vitals’ and the other three are UX (User Experience) metrics.

This essentially means that websites are no longer just given a high ranking based on their content’s quality, quantity and relevancy, but also on its user experience. Whilst not completely confirmed yet, it’s also planned that Google will offer some kind of visual representation next to results who perform well on Core Web Vitals metrics – likely a small icon or different colour result.

The Google Core Web Vitals update means that if not already included in digital marketing strategics, marketers and developers need to move to include the optimisation of webpages into their plans, in order to stay well-ranked for those searching for them, their industry, their niche and their products or services.

What Are Core Web Vitals?

Google’s Core Web Vitals are three metrics that measure the performance of a webpage. These metrics are:

  • Speed of loading – The LCP (Largest Contentful Paint). This measures the time it takes for the main content on any given page to load. The ideal LCP for a Google ranking needs to be quicker than 2.5 seconds.
  • Interactivity opportunities – The FID (First Input Delay). This measures the time it takes for a page to become interactive. The ideal FID for a Google ranking needs to be less than 100 milliseconds.
  • Visual layout shifting – The CLS (Cumulative Layout Shift). This measures the amount of unexpected shifts of page layout, if any. The ideal CLS for a Google ranking needs to be less than 0.1.

What Are Ranking Signals?

Ranking Signals are all of the signs that a website gives to Google in order to justify and assert its place in SERPs (Search Engine Result Pages). There are many of these, and each tells Google’s algorithm what a website is about, how current it is, how relevant it is to various search terms, and how trusted it is, amongst other things. In the case of Google’s May 2021 update, the Core Web Vitals will be joining four existing Ranking Signals related to UX. These are:

  • Mobile responsive – how quick and well formatted the website is to smaller device access
  • Safety measures – that the website doesn’t include any deceptive or malicious code or threats
  • HTTPS security – the site is secured and delivered over HTTPS protocol
  • No intrusive interstitials – that the page is optimised for easy accessibility

Why Is This Google Update Important To Businesses?

Google is the biggest search engine in the world and appears in many forms other than just on google.com – so if a business’ web presence is likely to fall down the rankings as a result of Google updates, it needs to be rectified, quickly. At present, only around 15% of websites would fit the new guidelines well, but that’s not to say that the standards are unrealistic.

Businesses can view this Google update as an opportunity to improve; not just up search rankings but also in their wider UX online.

What Can My Business Do In Preparation For This Google Update?

Google had released tools for businesses to prepare for this update back in May 2020, but they’re still available to access for any who haven’t implemented them already.

If work into preparation for the Core Web Vitals update is not already underway by your digital marketing team, it needs to be begun as a priority. If you don’t have a specialist supporting you with your business website, our web designers at Woya Digital would be more than happy to help!

Google’s Site Console report for Core Web Vitals allows businesses to gain a basic overview of website performance against the key three metrics, to highlight any areas for improvement and offer explanations for any issues. From here, the PageSpeed Insights and Lighthouse tools can help to fix any identified issues. What’s more, web.dev has a whole directory of tools relevant to identifying and improving website performance related to Google Core Web Vitals.

AMP (Accelerated Mobile Pages) is another, albeit now external to Google, tools for businesses to improve on UX metrics with their websites. Businesses who are existing AMP Publishers can use the new AMP Page Experience Guide for diagnostic advice relating to Google Core Web Vitals. Google continues to support AMP content in its search results and says itself that the AMP software helps users “achieve great page experiences”.

Why Do Google Keep Making Changes?

Google has always been focused on being the best search engine in the world. That aim is continuing even through their market dominance.

Every time a new search is made on Google (and that’s about 3.5 billion times a day), their developers gain new data on how best to optimise results and improve their search experience – and including Core Web Vitals in their ranking signals is another way to do just that.

Woya Digital is a digital marketing agency made up of experts in our various fields. With a Woya Pay Monthly Website Package, we provide you a rapid solution to refresh your online presence and really impress! We make business growth through digital marketing, affordable for any business!

 

 

 

 

The Value of Good Marketing Content 

The Value of Good Marketing Content 

by | 2 Feb 2021 | Digital Marketing, SEO

Reading Time: 4 minutes

The marketing sphere is changing and evolving all the time in line with new technologies, and now more than ever, with consumer expectations and appetites.

Amongst the buzzwords and terms we all hear banded about online, two words in particular are front and centre right now: content marketing. Also known as marketing content. Or just content!

Yet ‘content’ now seems to be such a popular word that it’s being used in industries outside of traditional marketing and even by those you may not consider to be ‘businesses’. But what does it really mean and why is it so important for marketing? Let Woya Digital reveal all…

What Do We Mean By The Word ‘Content’, In A Marketing Context?

The word ‘content’ in the relevant context means literally “substantive information or creative material”. It is this that those discussing the word in a digital marketing lexicon refer to, and in particular, material online that can be used as part of a marketing strategy to draw attention to the relevant brand and its products, services or experiences.

This includes, but is by no means limited to, written articles and blogs, videos, infographics, e-books, online events, webinars, podcasts, case studies, how-to guides and e-mail newsletters.

Content isn’t just used by traditional businesses for digital marketing practices, but also makes up the base strategy for social media influencers. Essentially, everything they produce is content, to promote both themselves as a brand and to promote the products or services of brands who have employed them. The word is probably the most prevalent in this sector and so the public who follow social media accounts of this type are more aware of it than most.

What Is Content Marketing?

Content marketing is a specific digital marketing practice that focuses on the creation, publishing and distribution of content in order to attract, retain and sustain a targeted audience.

Online, this works primarily to attract audiences and generate leads through customer base expansion. The content shared through content marketing is usually accessed for free, although when the brand has built its reputation sufficiently, paid-for options offering further value are often added as additional income generation streams.

In order for content to be used as ‘marketing content’, each piece of it needs to be created in line with the brand appropriate guidelines so that it is instantly recognisable, consistent, fits the right look and feel for the business and is targeted to be considered of value for the audience. Content marketing should always begin by identifying a customer want or need, and providing content to fit it.

Why Is Content Important for Marketers?

Content marketing is of increasing benefit to businesses online for several reasons.

As far as marketing specialities go, content marketing is very time-consuming; but the benefits far outweigh the investment.

Marketing Content is an evergreen asset.

Once created, content never goes away and can be reused and repurposed time and time again to remain current and up-to-date. It’s a digital marketing asset and can form part of a larger suite of marketing materials to be used as and when required.

Content can prompt customers through the sales journey.

Like all marketing materials, content should always come with a call to action. If created sufficiently to fit a customer knowledge gap, want or need, content can position a brand as experts in their field and give added perceived value to any purchase made with them.

Marketing content acts, therefore, as a prompt to move along the sales process in a subtle manner – unlike more direct sales tactics that are often disliked by consumers.

Content boosts SEO efforts.

Everything produce digitally for a brand should be created with search in mind.

When marketing content is published and shared online, it works to build digital presence, establishes authenticity as an industry thought leader, builds reader/user trust and helps to attract, educate and nurture leads – all of which give a boost to a business’ SEO (Search Engine Optimisation). In turn, brands with good quality content being shared can expect to attract more organic traffic to their digital presence; be that a website, social media profile or other content channel.

Content can be shared widely.

Searchable content is key for message amplification, and consumers love it – after all, what could be more authentic than something someone believes in or enjoys enough to share onward with others?

When third parties and other consumers share a brand’s content, it widens the audience and directs more people to the business as well as increasing the reputation as an industry or topic expert. One of Google’s key measures as to how credible a source is, is to crawl those linking to it and sharing its content, so this too gives another angle of SEO benefit.

Marketing content is much more likely to be shared onward than traditional advertisements, as it contains a perceived value to the consumer and so in turn, the shares expand the marketing effort onward.

How Does My Business Get Started In Producing Marketing Content?

To get started in content marketing, first identify customer needs, wants or information gaps. Do your potential customers misunderstand a related business topic? Do potential customers know the risks of not using a certain product or service? If a brand is able to explain in easy-to-understand terms aspects and topics of their industry to consumers, content can be created around it and this can be published and shared.

Content does of course, need to fit the overall marketing strategy and business goals, amplify the existing marketing messaging – and should also be presented in a manner that suits the target audience.

If you’re looking to make a start on creating and publishing marketing content, or would like support with content strategy and creation, the Woya Digital team are here to help. Sitting at the forefront of content creation, we’re able to utilise our experience across various industries and disciplines to produce content that attracts, converts, and better yet – delights!

Woya White Label SEO Services

Woya White Label SEO Services

by | 18 Jan 2021 | Digital Marketing, White Label SEO

Reading Time: 5 minutes

Whether you’re a web developer, digital marketer, designer or content manager, you already know how vital SEO is to everything we do online.The challenge for many businesses is that SEO is complex, varied, and requires expert knowledge.

Offering a professional SEO support service isn’t just a great way to expand your audience reach, and add value for your existing clients. It can also boost your services by delivering tangible, quantifiable results that back-up the work you specialise in.

So, what’s the best option if you’re considering adding SEO to your offering, or want to upgrade your client services?

  • Employ a fully trained, skilled and experienced SEO expert, or team of staff.
  • Undertake appropriate qualifications to upskill, with regular updates as standards evolve, algorithms change, and your clients grow.
  • OR – consider Woya White Label SEO Services

Here we’ll run through the benefits of adding SEO to your repertoire, and why a white label SEO service is a cost-effective, bespoke choice that will transform your returns.

Why is SEO Such a Sought After Service?

Simply put, business thrives and dies online.

A study published last year to try and clarify how important digital traffic is to business success found that:

  • An incredible 93% of website traffic arrives through a search engine – so, if your clients are not ranked, or are difficult to find online, they might be restricting their business to just 7% of the potential market share.
  • Marketing agencies who offer clients a combination of organic and paid search engine advertising generate 25% more clicks and a 27% higher return on investment. Therefore, if you design incredible websites, or put together awesome advertising campaigns, you NEED outstanding SEO to realise the achievable returns!
  • There are around 70,000 searches on Google every second of the day. We all know that there are many search engines, but given that Google has the lion’s share of the market, to get in on that action, your clients need a fast-moving SEO strategy to keep pace with the demands of a fluctuating algorithm.

These stats are just a snippet of the data out there – but quantify some of the key reasons businesses and self-employed professionals are crying out for SEO that delivers. 

Benefits and Applications of our White Label SEO Services

As we summarised at the start of this article, you have a few options when it comes to adding SEO to your catalogue.

For many digital service providers, particularly freelancers, small businesses and agencies, the costs of employing a full-time SEO team are unviable. Costs include:

  • High-level salaries for the most skilled SEO professionals.
  • The need to have a varied team to cover all SEO applications depending on your client base’s needs.
  • Regular training refreshes and courses as SEO best practice changes.

SEO isn’t always straightforward, and to achieve the best outcomes requires diligence, time, professional strategising, and continual oversight to evaluate performance and make tweaks as needed.

Therefore, it isn’t just a case of hiring an SEO employee. To deliver real results, you need to invest substantially in allocating time to that crucial service area. White Label SEO offers a streamlined solution, to allow you to offer best in class SEO to all of your clients, without any of the extra outlay, and all of the returns.

  • You commission Woya as your white label SEO provider to carry out defined services, according to the packages you sell to your clients, all delivered under your branding.
  • Access to a team of highly experienced SEO pros at the top of their game – offering their services to your clients through your business channels, at a fraction of the cost of employing a similarly qualified team member.
  • Fast, tailored SEO services adapted to your business sector.
  • Cost-effective packages, enabling you to expand, change, or reduce your SEO service offerings, with zero impact on your bottom line.

You can offer SEO as an add-on to your existing work; for example, as a web developer, you might provide a premium package to include a website audit, and have the opportunity to position yourself as a serious competitor with a full-service offering.

Some digital marketing businesses require a comprehensive SEO option, all of which can be delivered on a white label basis, with you retaining direct communication and relationships with your clients.

Prices are all agreed in advance, and flexible depending on your workload. Therefore, you can pick and choose what SEO you want to offer, price up your services accordingly, and have complete control over your profit margins.

White Label SEO Packages for Businesses 

We know that all businesses are busy! Your bottom line matters, your time is limited, and you need fuss-free solutions to meet your business growth aspirations.

To make the process as straightforward as possible, Woya offers a selection of white label SEO packages to choose from. It’s up to you whether at any point in time you’d like us to take over a piece of work if deadlines are working against you, or if you’d prefer to retain any particular task.

Some of our most popular white label SEO packages include:

  • Initial On-Site SEO, from £390 per month for three months. Ideal for new clients, to cement your relationship and build on their opportunities for success! SEO includes crafting a solid optimisation plan, implementing the vital actions, and providing white label reporting, under your business branding.
  • Standard Markets SEO, from £1095 per month. You’ll need this package for clients competing in regular market conditions who need an ongoing, dedicated SEO service to carve out their market share, provide continuous improvements and growth, and evolve as quickly as the business climate changes.
  • Competitive Markets SEO, from £795 per month. If you work with clients in an area of rapid growth, heavy competition, and huge potential profits, your SEO needs to pack a punch to make a difference. Woya works on behalf of clients in some of the most lucrative industries, providing ongoing, dedicated support across all SEO areas.

Woya offers the full spectrum of SEO, so whether you’d like to add an SEO link-building service to your marketing packages, need a professional to take over client communications to get their SEO on point, or would like ad hoc services to avoid signposting a valued client to another business, we’ve got your back.

The Woya Difference – Reseller SEO That Makes Sense

We’re not your typical SEO agency.

  • We don’t create limiting, off-the-shelf packages that have a minimal capacity.
  • We don’t offer SEO that ticks all the boxes but doesn’t add up.

What we do is maximise business growth, throwing the weight of our years of market-leading SEO expertise to deliver the ultimate returns for your clients, at an affordable price to your business.

Our team is continually expanding. We have a large team of pros who work around the clock to dramatically improve businesses online visibility, and create a digital presence that stands out from the crowd.

Woya works with clients of all sizes, offering white label SEO to enhance your business scope. From freelance web designers to established marketers, new businesses who want to create a compelling service offering, to experienced digital marketing teams who would like to improve their SEO services, without putting a massive strain on their budget.

Check out our white label SEO service reseller packages online for more detail about what’s included – or give us a call for a chat to see how we can support your business!

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