Why You Should Cater Your Digital Marketing Needs to Your Business

It is easy to get consumed by the details of digital marketing and completely forget about your business strategy. Digital marketing strategies often involve so many moving parts that they can become overwhelming or just distracting enough that you end up taking your eye off of your ultimate goals.

To address this, here are some points to consider as you navigate the digital marketing landscape.

Business Strategy Alignment

The business strategy. This is your overall plan – the growth objectives that take into account every aspect of your entire business. Maybe you call it your 3-to-5-year plan.

It could be that the bank asked for your business plan at one time, and so it’s terrifically formal. In other cases, an exceptional business strategy can be a series of doodles on the back of a napkin. It’s no matter; your business plan represents the big picture. And, it’s important to everything. Really important.

Your business strategy should include vital steps on how you go about positioning your organization within your chosen market to:

  • …successfully compete in your industry.
  • …satisfy the expectations of your customer base.
  • …achieve positive business performance.
  • …to make a profit.

How Business Strategies Get Lost in Digital Marketing

Lots of digital marketing is cool. Very, very cool. If you are not doing it all, perhaps you think you’re missing out. Well, maybe you are.

There are so many options available for digital marketing that it is easy to get lost in the maze. There’s just so much technology. Then, there are the technical choices – should you be focusing on SEO or social media? PPC or organic growth? Throughout these decisions, it is vital to keep in mind your target audience and the purpose of each campaign or marketing strategy.

When you are in the midst of growing your business, the ever-changing digital marketing landscape quickly becomes overwhelming. You are already busy enough. How are you supposed to develop, fine tune, and then maintain a modern, agile, effective digital marketing strategy, too?

Imagine that digital marketing as a business discipline is like a quiver of arrows designed to hit a target (your audience) so you can win a contest (making a profit). When the arrows are shot into the air – instead of towards the target – no matter how well and with how much style you shoot, you are not going to win. This is just like implementing digital marketing that is not in tune with your business strategy. It might be fun to watch, but it is not going to move you toward the ultimate goal.

Bringing Digital Marketing to Your Business Strategy

When your digital marketing does not align with your business goals, you may notice:

  • You either spend a lot of time or not at all deciding on what digital marketing to do. Because you have no real criteria to make the decisions, it is either very difficult or you “do everything.”
    Campaigns seem to go on and on with little or no results.
  • You spend money, but you can’t tie it directly to results that matter. Perhaps sales go up, but, strangely, profits go down.
  • Digital marketing often involves multiple strategies, different goals, and complex objectives. Dealing with all of these moving parts can distract even the most dedicated entrepreneur from the real goal: your overall business strategy. The team at Altitude Agency can help you stay focused by catering your digital marketing needs directly to your business strategy.

Contact us today to get started.

Are Chatbots the Next Big Thing Your Business Should Get Behind?

Maybe you’ve heard the news: chatbots are becoming ultra-popular among e-commerce businesses. The dawning of the chatbot era may very well be upon us. More and more companies have begun developing chatbots of their own, customizing their behavior to increase sales, solve customer support challenges, and try to get closer to the customer.

This is happening not just among e-commerce companies, but across almost all other verticals. From health insurance companies to automotive manufacturers, chatbots appear to be invading the digital landscape. But are they here to stay? And, if they are, should your business get going on having your chatbot developed? We probably wouldn’t be asking these kinds of questions if chatbots hadn’t already proven themselves to be effective tools for so many; they’re here to stay.

A.I., Purposefully Repurposed

Since the term ‘chatbot’ was coined in 1994, this unique method of interfacing with customers has spawned a thriving cottage industry complete with niche companies dedicated to the strategic use of AI-assisted conversational programs that mimic the function of a human being. Amazon’s Alexa and Microsoft’s Cortana represent two fantastic examples of high-quality chatbot-based customer interaction systems that have enjoyed broad adoption among their target user base. What has made them such exemplary successes has to do with their usefulness for the customer combined with their integration with so many different platforms and applications for use.

  • “Alexa, what’s the weather going to be like tomorrow?”
  • “Cortana, find me a good recipe for banana bread.”
  • “Ok, Google – what was the top pop song in the summer of 1997?”

With the advent of fancy AI programs, conversations between humans and computers are taking off with unprecedented velocity. Digital marketers are falling all over themselves trying to get in on the action, too, because chatbots and AI-assisted customer portals are easy to sell. They’re still fairly new within the overall timeline of the internet, so they’re still drawing quite a bit of attention from companies who want to gain an edge with their online presence.

Charting New Territory

Should you consider developing a chatbot for your business? Is it worth the investment? Building chatbots for a specific purpose can be a complex and time-intensive effort, or it can be remarkably simple, depending on what you’re after. The most common kinds of chatbots used today are inbound message handlers, set up with four goals in mind:

  • Connect. Good chatbots facilitate a connection between a business and its customers.
  • Understand. The chatbot must be able to obtain user input from the user effectively.
  • Refine. Based on preset conversation paths, the chatbot should be able to refine its communication based on continued user input.
  • Deliver. Chatbots need to be able to provide real utility to the user through the delivery of information or the completion of a task, like booking a reservation or scheduling an in-person meeting.

There are chatbot builders that can be used to develop chatbots on the cheap, but their functionality is limited, and you might be less than impressed with the final product. If you do decide to invest in a chatbot for your business, know that you’re not alone – chatbot development and adoption has increased more than five times from January 2017 to January 2018. It’s time to get on board with chatbots or be left behind.

We are living in exciting times, and Altitude Agency is committed to staying abreast of the latest and greatest developments and leading-edge ideas in digital marketing. To begin crafting your online branding strategy, contact us today.

What is Influencer Marketing and Is It Worth Doing?

In 1998, when the manufacturer of a breakfast cereal needed a way to appeal to more families throughout the country, they looked to then-superstar NFL quarterback Doug Flutie. The result was Flutie Flakes, a Doug Flutie-branded breakfast cereal that used the popular sportsman as a clever way to get more market share. It worked incredibly well.

This is an excellent example of Influencer Marketing, which is a decades-old marketing technique aimed at tapping into the power that well-connected social influencers have within their follower, reader, or fan base. This tactic is almost as old as advertising itself, and recently, many influencer marketing successes are seen by using Internet-based platforms like Twitter, Instagram, and YouTube.

What Exactly Is an Influencer and Influencer Marketing?

An influencer can be said to be any person or organization that has access to an established audience. Radio hosts are influencers. Twitch.TV streamers are influencers (in fact, some of them make up to $10,000 an hour for their paid promotions). YouTube creators are also influencers. It could be said that there are millions of influencers currently providing content for their audiences. The better influencers are the ones with credibility among that audience, and the best influencers not only have credibility but persuasiveness as well.

So, who do you know that has access to a large number of captive consumers who also view the influencer as credible? Is this person or business capable of selling an idea or experience to their audience? If so, you’ve found yourself an ideal influencer to work with as part of your overall marketing strategy. You might think that the next step is to start writing checks to them in exchange for their promotion of your product or service.

But, there’s a better way to approach influencer marketing.

Help Influencers Help Themselves

There’s a difference between celebrity endorsements and influencer marketing. Endorsements only deliver as much in results as the money will afford. Alternatively, influencer marketing is more of an ongoing partnership that seeks to lift both parties up – the influencer and the product or service provider.

Influencers know that to curate and grow their subscribers, viewers, listeners, or readers, they need to provide them with thoughtful, valuable content. If you can work with them to achieve this, financial compensation might not even need to be a part of the discussion.

Here’s an example: let’s say you’re a manufacturer of hiking gear. Boots, backpacks, camping stoves, that sort of thing. A quick search on Twitter reveals thousands of outdoorsy types like to connect with that would be interested in your brand. By engaging influencers like this, offering to have them review products or mention brands in exchange for cross-promotion, an organic business relationship can be forged.

Before long, tweets about your product can be retweeted three times over. YouTube views of videos praising the build quality of your sleeping bags can reach into the thousands. People start talking more and more about your products, and the next thing you know, your website traffic skyrockets.

All the while, the influencer grows in her credibility, content value perception, and overall social media presence. It truly is a win-win.

Want to learn more about influencer marketing and other best practices related to growing your business online? Get in touch with Altitude Agency today.

Why Your Business Needs a Brand Guide

If you’ve ever walked into a grocery store and felt the frustration of not being able to find the brand you’ve always bought because they changed the look of their packaging, you already know why a brand guide is important.

When a brand, a unique color scheme, or a logo makes its way into the collective mind of the consumer, it can be hard to change course. Constant repetition of familiar graphical elements combined with fonts, styles and other themes make it easy for your company’s individuality to stand out from the competition.

If your company doesn’t have a brand guide, it needs one.

What is a Brand Guide, Exactly?

We’re glad you asked. Simply put, brand guides are sets of rules, formats, voicings and messaging styles that attempt to keep a brand message consistent across all media. This goes for print ads, radio spots, product packaging, and anything else that might contain a reference or suggestion to the brand.

The simplest style guides can include just the basics, like logos, color palettes, and specific vocabulary to be used in messaging. At this point, it’s important to distinguish design guides from writing guides, as the two are often conflated. Because of this, many companies unify their brand guides into one, an all-encompassing guide that covers everything.

For now, we’re going to focus on design guides above writing guides, even though there can be some overlap between the two. As one of the best examples of a unified design style, let’s have a look at the iconography used in Google’s G Suite brands, like Gmail, Drive, Docs, and more:

Google brands
Credit: Google

One of the first things you should notice about the above graphic is that each icon has an intentionally simple structure with minimal depth. When you analyze these different G Suite icons, what you find is that shadowing or dimensional effects are only applied to about five to ten percent of the icon image at the most. Many of the icons remain in 2D for the express purpose of maintaining the brand presentation at lower resolutions. Genius!

Another key feature of these different G Suite design style is their use of the same four colors that are found in the Google logo itself: blue, red, yellow/orange, and green. This wasn’t done on accident: Google wants to be sure that when you see this specific set of colors, you think, “Aha! Google.” And, it works.

Time to Act

Perhaps you’ve realized that your company needs a brand guide of its own. Now that you know the basics of why they’re used, it’s time to start thinking about what to include in your guide. Think about fonts, graphics, color tones, and overall impression. What is the emotional response you want your brand to elicit? What styles, themes, or templates might be best to achieve this?

Want yet more ways to up the amplitude on your digital marketing? Contact Altitude Agency today, and let’s forge forward, together.

Does Your Brand Need Reputation Management?

If you’ve heard of online reputation management, you’ve probably wondered if it’s something your brand needs. After all, the multi-million dollar reputation management industry has blossomed into a global phenomenon, and companies large and small have started adopting the best practices contained within it.

At its core, the intent of online reputation management is to defend a brand from potentially damaging, negative information that may crop up on the internet. This information can take the form of negative customer reviews, competitors statements or references, content on public forums, and posts on social media sites. Each of these areas needs its own approach, and not all businesses need equal effort in each one.

So, Does Your Brand Need Reputation Management?

To determine if you might need reputation management, consider what it’s done for other small- and medium-sized companies:

  • Reputation Management can help to build credibility. When potential customers search the internet for the products or services your company provides, you want to be sure they’re getting a good impression of you and your authority in the market. Attacks against your quality, business processes, or level of customer service can affect how someone new to your brand might perceive it.
  • Reputation Management can increase sales. By staying engaged with the conversations your customers are having about you online, you’re proactively setting the stage for sales growth. Reputation Management seeks to preempt negative information before it becomes a problem, through a multi-disciplinary approach that spans multiple online platforms. A cleaner online profile yields bigger, more sustainable sales.
  • Reputation Management provides deep insights into your brand. One of the best ways to get at the reality of how your customers are perceiving your brand is to analyze what they’re saying about you online. Because of how vast and complex the online landscape can be, this takes a detailed, well-planned strategy. But, once it’s in place, the insights gained can help you make informed decisions in an ever-changing marketplace.
  • Reputation Management is beneficial for recruiting and employee retention. When a potential employee is considering going to work for your company, they’re very likely to conduct their own research. This is where negative reviews, harsh customer feedback, and disparaging competitor information may impact the candidate’s decision. A smart reputation management solution can reduce this negative impact through precise, targeted actions aimed at making you look professional and trustworthy.
  • Reputation Management shows you where to spend your resources. After the successful implementation of a Reputation Management program, it’s likely that you’ll learn about areas for improvement in your brand. By analyzing what is being said by your customers and in what context, you can allocate your resources more strategically, resulting in more return on your Reputation Management investment.

When you consider the five points above, think about how they relate to your business. If you’re interested in increasing sales, improving credibility, safeguarding your brand and obtaining profound insights about your brand, you need reputation management.

To learn more about how to get started, contact Altitude Agency today.

How to Respond to a Negative Review Online

Regardless of how well your business is run, there will always be the potential for a customer or client to have a negative experience. And, because of how quickly word gets around on the internet, negative reviews of your business can become a problem sometimes overnight. In this post, we’re addressing this issue head-on by providing you with tips on how to respond when you are faced with a negative review of your business.

Before even beginning to draft a response to your negative review, remember that this is a unique opportunity for you to use the voice of your brand to engage with your customer base. Not only will you be communicating directly with the customer in your response; you’ll also be advertising your values and level of customer service for new and existing customers. So, view the review response as a chance to shine.

What to Do When Responding to a Negative Review

Politely Propose a Fix, Promptly

In general, it’s best to respond to negative reviews as soon as possible. This gives you the best chance at controlling the potential damage that might be done to your brand. It also shows that you’re responsive and alert to the needs of your customers.

In addition to acting soon (preferably within the first day or two), propose a solution or fix for the customer who submitted the negative review. For example, if you sell dog treats and someone reviewed them saying their dog didn’t like them, offer to refund their money. Even if they don’t take you up on it, it shows that you’re doing the right thing as the business owner.

As you enter this dialog with the customer, remember that this is purely business, and there’s nothing to gain from involving emotion or using negative wording. Assigning blame or guilt rarely ever helps the situation, and the more you can keep the communication polite and professional, the better the overall outcome will be.

Go the Extra Mile

Think about how you might go outside the box to please this customer. Perhaps you might think about sending them a message offline, to prove to them that you’re genuinely interested in resolving their concern. If you can locate the order number or customer profile, reach out to them as an order follow-up and try to agree on a resolution together.

If you’re able to salvage the customer even after they’ve had a poor experience with your company, it’s possible that he or she will go back and change their review for the better. What matters most in responding to negative reviews online isn’t who was right or wrong. What matters most is how you react. Think of every negative review as an opportunity to publicly showcase your commitment to 100% customer satisfaction. Your bottom line will thank you in the end.

Sound customer development strategies make for successful businesses, both online and in-person. At Altitude Agency, we know how to thrill customers with powerful digital marketing solutions. Contact us now to learn more.

5 Reasons Why Your Brand Needs Pinterest

It’s safe to say Pinterest is one of the fastest growing and most popular social media networks in the last decade. Where Vine and even MySpace’s resurgence have floundered and fallen to the wayside, Pinterest has picked up steam and continues to take over social media market share across demographics. If you’re a business, being on Pinterest isn’t just about being on Pinterest; it’s about so much more with referral traffic to your website and brand awareness being some of the perks.

Altitude Agency gives you five reasons why your brand should be on Pinterest and what it’ll do to help you grow your business online.

5 Reasons Why Your Brand Needs to Be Pinning

Drive Referral Traffic

The number one reason every brand should use Pinterest, even if it doesn’t seem like the right fit is referral traffic. Pinterest is one of the leading sources of social referral traffic to websites in the last three years, and this continues to grow for businesses who pin their content that is then re-pinned and shared by other users on the network. In just two to three hours a month, you can drive constant traffic to your website in most niches.

Build Brand Awareness

By pinning your content and leveraging other users sharing it, you can showcase your brand’s expertise online. For niches like home improvement, entertainment, and e-commerce, you’ll continue to show up in searches related to your products and services on Pinterest. As you pop up, more users will associate your brand with what they’re looking for and remember you when it’s time to buy.

Longer Exposure

The world’s attention span is changing thanks to social media. Everybody wants short bursts of information, but it’s quickly lost as something better or more interesting comes along. With Pinterest, high-quality images and content keep coming back for more as it’s rediscovered and re-pinned by users. This means your initial investment in Pinterest will continue to ebb and flow, unlike most other social networks out there like Facebook and Twitter where you’re quickly forgotten. This keeps you top of mind for potential customers when they rediscover your content on Pinterest.

Free Promotion

Unless you spend money on Pinterest Ads – which is worth it depending on the niche – Pinterest is free to use. Once you add pins and begin re-pinning, not only have you set your brand up for success but you’re also going to get free promotion for people sharing your pins. This is a win-win for the initial investment in getting Pinterest boards set up and running. Who doesn’t love free advertising that’ll continue as long as Pinterest is around for people to find you on?

Boost Sales or Generate Leads

According to Pinterest, 93% of its 200 million monthly Pinners use their platform to plan for purchases. By taking the time to make creative pins that reach out to your audience on the social network, you could boost sales or generate leads from the site itself in addition to sending people to your website to do the same thing. This gives you two funnels to drive growth for your brand. The return on investment on Pinterest is on-going, even though all the work to get started is upfront. This should be a no-brainer for businesses looking to drive more traffic to their website.

Pinterest continues to grow daily, and there’s no reason why brands shouldn’t be doing what they can to stay relevant on the social network. With a few hours a month, you could be driving traffic to your website, increasing your brand authority, and generating leads or sales. If you’re interested in seeing how Pinterest will work for your business, get in touch with our social media team and let’s talk.

9 Questions to Answer Before Building Any Website

Proper preparation prevents poor performance. That mantra rings true for any industry and website creation is no different. Before you sit down to craft a client for yourself or others, you need to be sure you’ve got the right building blocks in place. Read more to learn about nine crucial factors for website success.

Think About These 9 Things Before Building a Website

What to Name the Domain

A domain name is one of the first steps in branding your website so think carefully. You don’t want a domain name to be too long or hard to remember like www.jasonsbeagleemporiumwarehouseandboatstorage.com. You want the domain name to show the customer what you do right away and be easy to remember. www.jasonsdogstore.com works much better and can draw in more customers.

What Do You or Your Customers Want to Do?

Before putting any files or images in place or choosing templates, think about what you or your customers want to do with the website. Is it an online store? Is it an image gallery for someone’s artwork? Knowing exactly what the website is intended for and what customers can do with it is first and foremost. Deciding this will allow the other processes to run much more naturally.

Balance the Budget

If you could, you’d buy the best template on the market with premium software and plugins. Any smart website designer knows it isn’t about the money dumped into the website but the balance of budget and options. Be patient in your approach, set a budget, and put the money towards the best possible choices.

Call in the Pros

Can you design, create, and implement the website you want on your own or do you need professional help? If you’re setting up a simple website for your neighborhood, you might get away with taking care of business by yourself but if you need a website that’s going to wow potential customers and get the traffic you want, you may need to call in the pros. Let professional services take care of what you can’t including design, the underbelly of the website, hosting, search engine optimization, and more. If you need your website to be professional, generate leads, and grow your business – you need Altitude Agency.

Your Sitemap

The sitemap is your site’s skeleton or the blueprint for your website. You wouldn’t trust a confusing blueprint for your home so why would you want to put in place a wonky sitemap on your website? The sitemap helps properly direct the flow of traffic through your website and allows customers to navigate to what they need quickly and will let search engine crawlers know how to rank your site. A proper site architecture will keep clients on your website longer, which keeps your business churning.

Layout and Content Design

Matching the layout and content design to your purposes is a tough process but is essential to a great website. Before you start dropping articles and images randomly across pages sit down and design your site in your mind or on paper. The last thing you want is for your website to look likes it designed by a 7-year old. You also want the layout and design to match the type of business or website you’re creating. A formal website won’t do well with cartoony fonts, and a kid’s site won’t do well with rigid, formal, site design. Luckily many content management systems offer free templates and ideas to start you on the right foot.

Search Engine Optimization and Digital Marketing

How will you set your website up for search engine optimization (SEO) and other forms of online marketing? SEO strategy pushes your website up in search engine rankings for more views, clicks, and business. You can use third-party plugins to assist with SEO and use online resources for SEO beginners. If you’re serious about your website and want it on the first page of Google, you will need to hire SEO professionals. Also, consider your other marketing strategies like social media outreach and link building strategy.

Now, We Wait

Your last task before launching your site is patience and testing. Allow yourself and others to test the website on multiple platforms and allow any search engine optimizations strategies to start aging before launch. This can be tough, but it’s a critical step.

Before you begin pumping money and effort into a website, carefully think over these nine factors. A website is a lot of work but using these nine factors will help your website start out optimized, laid-out, and ready for any potential customers. Consult professionals when you need to and always be patient with new websites. With patience and effort, you can get the website you or your clients deserve.

9 Tips for More Engaging Blog Posts

Of all the things you can do for your website, writing an engaging blog is one of the best. Those who know content and blogs know the adage: “Content is king” but not all content is good content. To get the most for your site and its visitors you want fresh, engaging posts that will keep readers reading and new viewers navigating around your site. If you need a new look at blog posting, consider these nine tips for more engaging content.

Want Engaging Blog Posts? These 9 Tips Will Help!

You Can Always Write Blog Posts

Every content creator or blogger has sat down at their keyboard before and asked themselves: “Am I good enough to be doing this?” The answer is a resounding yes. If you’ve been in your industry for 20 years, guess what? You are an essential resource for industry information, and your blog will reflect that. You can blog your expertise and get your voice heard, even if you doubt yourself in the beginning. Put this trust in your posts and your attitude will help engage readers.

Write How You Want

You should always keep customer outreach and engagement in mind, but readers can smell a phony a mile away. If you’re writing, write how you write. Don’t try to overanalyze, don’t attempt to take on a voice, and don’t fill the post with industry buzzwords for the sake of attention – you do you. Write how you write and give your blog a voice that’s unique to you or your brand. Crafting content with your flair is the best way to set your blog apart.

Titles Are Important

Titles are often the first thing a reader sees when viewing a blog, so they better be good. A great title will be concise but explain what the reader is about to see. Instead of, “Popular Reasons You Should Choose a Local Plumber for Your Radiant Floor Heating Needs,” try “5 Reasons to Choose a Local Plumber for Radiant Floods.” Get your readers engaged right away to keep them engaged throughout the post.

Avoid Spammy and Clickbait Titles

If a reader doesn’t trust you as a source from the beginning, you’ll have difficulty keeping them intellectually engaged throughout your posts. The reason the reader doesn’t trust you out of the gate? Because you used a spammy or clickbait-style article. Though these types of titles do get clicks, they are now associated with spam, ads, and poorly written content. Don’t fall into the trap and don’t sell yourself out for clicks. A steady stream of high-quality and engaging content will work much better for you much better than, “This man started crying at the grocery store, YOU WON’T BELIEVE WHAT HAPPENS NEXT.”

Use Guest Posts

Even if your readers love your voice and blogs, it’s helpful to freshen things up with guest posts. Have an industry friend or peer craft a post for your blog to bring in a new voice. You can also return the favor by posting on their blog, and both websites will benefit from a fresh voice and perspective on your niche.

Write on Current Events

Evergreen content has its place on any website or blog, but fresh, current content is vital for an engaged audience. Writing blog posts on current events proves you’re paying attention to the world around you, and your previous posts show you’re already a trustworthy source of information. Writing on current events and current happenings in your relevant industry is one of the easiest ways to add a new play to your content strategy.

Keep Up with Your Industry

If readers are coming to your website or blog to keep up with a specific industry such as fashion or plumbing, you better be confident you’re keeping up with the industry to keep your posts current. Readers don’t want to learn about something they’ve read on someone else’s blog three months ago; they want to know about the here and now. Staying relevant and up to date in your industry helps keep your blog relevant and readable.

Avoid Excessive Jargon and Industry Speak

A quick way to turn potential readers off is by filling your posts up with industry jargon and terms that only those in your industry know. Unless you’re explicitly aiming your blog at industry professionals, you should try to keep your audience possibilities open by using concise and easy to understand language. This keeps the everyday reader engaged and wanting more.

Ask for Reader Feedback

What to know what your readers and visitors want? Ask them. There is no shame in asking for critique or feedback from your site’s viewers to improve it. Now here’s the hard part – use the feedback. The easiest way to get rid of readers is by asking for input and not adhering to any of it.

A great blog is a constant work in process, but with these tips, you can keep readers engaged and coming back for more. As you update and tweak your blog for the better, always watch your analytics to figure out what works and what you should leave alone.

Read More: 3 Ways to Jumpstart Your On-Page SEO in 2018 and Beyond

The SEO vs. PPC Grudge Match

In the world of Digital Marketing, two behemoths rule the landscape. Search Engine Optimization, or SEO, reigns supreme as a producer of organic, search results-based traffic to your website, while Pay-Per-Click, or PPC, provides immense advertising power by granting you direct, pay-as-you-go access to your target market.

You may have heard that you need to optimize your website for SEO only to then understand that you need to be running a targeted PPC campaign as well. The idea is to grow your online presence both organically (through SEO), and through paid advertising (via PPC). We are often asked by our clients which of the two nets the most profit for dollar spent, and the answer is simply that it depends.

To understand why we’re demystifying SEO and PPC. In this article, you’ll learn the differences between both, and why they matter for your business.

SEO vs. PPC: The Grudge Match Continues


In a nutshell, SEO means making the content on your site as relevant as possible to people who are searching for businesses like yours. There are many ways to do this, and they each have their own set of best practices depending on how your site is structured and the kind of product or service you are providing.

SEO optimization often includes at least the following:

  • Keyword Inclusion: To be found online, your site needs to have the right keywords placed at strategic locations throughout your website.
  • Link Building: Earning links to your site from other locations on the internet improves your popularity score with Google and other search engines.
  • Load Speed Auditing: If your site doesn’t load well or doesn’t have a mobile-optimized version, your SEO rankings will likely suffer.
  • Site Design and Usability Enhancement: Google gives preference to websites that have higher user engagement. This makes it very important to keep your visitors on your site for longer. Good site design and sticky content achieve this.

As far as reaping digital marketing results from your campaign investment, SEO doesn’t stand alone on an island. It’s complementary powerhouse, PPC, also has unique benefits to offer the savvy business owner.


When Google, Bing, or Yahoo present their search results to users looking for “hardware stores nearby,” they also include advertisements typically inserted into the margins of the search results page. These advertisements are paid for by the companies wanting the attention of that search user. In the case of hardware stores, a paint manufacturer might want to have their ad presented to search users as they’re shopping for a store to visit.

Google has streamlined the PPC experience for businesses through their development of Google AdWords. Leveraging the enormous power of Google’s traditional web and mobile search along with other sites on the Google Display Network, AdWords is one of the most popular online advertising platforms offering companies deep, targeted reach within their markets.

We Don’t Choose Sides – We Choose Success

Developing a smart digital marketing strategy for our clients involves an appropriate mix of both SEO and PPC. Learning what’s best for your small- or medium-sized business comes from working with experts who specialize in both disciplines, experts like the Altitude Agency team.

To supercharge your online presence with results-driven SEO and PPC services, get in touch with us today.