If you’re a web specialist, you are probably aware of the latest vocabulary and acronyms. If not, as a novice, it’s time to become familiar with some of the terms frequently used in the digital world.

As a result of the merger between SEO (Search Engine Optimization), otherwise known as organic or natural referencing, and SEA (Search Engine Advertising), or paid search, the term SEM (Search Engine Marketing) is very often used when dealing with digital marketing.

Combining these two first techniques of referencing, the objective of this SEM strategy aligns in the development of visibility on the web by allowing the advertiser to appear in the first results of the pages of search engines, also called SERP (Search Engine Results Page).

What are the noteworthy differences between SEO and SEA? How do these two SEO techniques complement each other and form SEM? What is the real strength of this combination?

Amauta Marketing, an expert web marketing agency in Laval, with clients in the greater Montréal area and elsewhere in the country, answers these queries.

SEM: Everything You Need to Know About How It Works

What Is SEO?

SEO can be defined as a set of actions implemented by an advertiser in order to optimize its position in the organic results of search engine pages.

The term “natural referencing” takes on its full meaning because no advertising investment is necessary. The result is based on several factors such as the quality of the content, the keywords used, the external links (backlinks) leading to third party pages or the internal linking.

Consequently, this method emphasizes a meticulous and technical work. By its natural or organic aspect, a contrast is established with paid techniques.

What Is SEA?

Depending greatly on your advertising portfolio, this second SEO technique is aligned with the same main objective, which is to increase visibility on the web through a comfortable position on the results of various search engines.

SEA differs from SEO by its immediate but costly benefits. Indeed, as opposed to natural referencing, the principle of this strategy is based on a system of advertisements resulting from a principle of keyword submissions. In this situation, if the marketing campaign is well conducted, your ad can quickly land at the top of the search results.

However, keep in mind that the operation depends fully on the budget allocated to the campaign. Without investment, the traffic to your site will be nil.

SEM: A Global Web Referencing Strategy

SEO + SEA: A Winning Combination

If SEO and SEA appear as two techniques that are opposed in form but similar in content, a complementarity exists between them, giving birth to SEM.

Being perceived as a grouping of digital marketing techniques and not as a single method in itself, the goal of the Search Engine Marketing strategy is to develop the traffic of a website through SEO and SEA techniques.

Indeed, the principle of SEM is based on the fact of being positioned in a natural way in the first results of the search engines in the long term, while optimizing the visibility in a punctual way through paid campaigns and rigorously targeted, provoking an impact in the short term. The role of keywords, common to SEO and SEA, will be decisive.

SMO, The Contribution of Social Networks

Last component of this marketing ecosystem, SMO (Social Media Optimization) gathers actions implemented to increase the visibility of a brand or a company on the web through social networks.

Indeed, in the generation of traffic, social networks can have an impact. YouTube is particularly important in search engine results. It is common to see videos from the platform displayed in the SERP.

Also, let’s not forget that social networks are also responsible for brand awareness and, consequently, for search engine optimization.

Finally, it is possible to conduct advertising campaigns via social networks in order to develop its digital visibility. To do so, many tools exist.

Amauta Marketing, Web Marketing Agency Expert in SEO

Definitely, the control of SEO requires real in-depth skills and a certain experience on the subject. Every company has specific needs, depending on its positioning, its budget and its field of activity.

Amauta Marketing in Laval offers you a personalized accompaniment by setting up the best possible strategy to meet your expectations. Composed of digital experts, the web marketing agency, focused on measurable results, helps you develop your online visibility. These real SEO professionals are waiting for you!

Whether you are a big box store, a well-known restaurant, a local boutique or a digital agency, we all ask ourselves the same question: how can we generate traffic on our website and social networks?

Amauta Marketing in Laval, with clients in the greater Montreal area and across Canada, reveals its best strategies for 2022.

  1. Focus on Social Networks

If you are looking for more exposure or if you are seeking to quickly promote a product or service, social networks can help you reach your goals and go further. Take the time to prepare your release schedule, focus on your advertising messages and other information on your page.

Social networking will allow you to connect more directly, it will also enable you to influence leaders, create an attractive community and position yourself quickly in your field.

If you think that Facebook will give you good results, you are right. But it would also be wise to think about exploiting other social networks such as LinkedIn, which allows you to reach a more professional target, or Instagram to highlight photos of your products, for example.

  1. Online Advertising

From the outset, it must be said that online advertising is often more effective, easy to expand and less expensive than the more traditional advertising campaigns we have been so used to.

There are currently several types of online advertising. The most well known are: Facebook Ads, Google Ads, display campaigns (they are obtained by buying advertising inserts on websites or even applications), etc.

  1. Retain Your Clients’ Loyalty

It is important to know that your potential customers are curious and will look at the comments on your products and services. More and more popular on social networks and search engines, reputation management is becoming increasingly important.

Not only would it be advisable to respond to your Google or Facebook reviews, for example, but it’s equally critical not to leave an unfavourable review unanswered. Take the time to express your point of view and adjust it, if necessary.

In 2021, people are fond of stars and reviews, and they will be even more so in the years to come. Reputation management requires strict vigilance on the comments made as well as on the rating given to your products or services.

Finally, a 5-star rating with 3 reviews does not have much impact on potential customers. They are looking for a critical mass that will help them make their choice more quickly.

  1. Don’t Neglect SEO

For the past few years and for several years ahead, SEO will continue to play a key role in increasing the number of visits to your website.

For example, local SEO can quickly locate and find you. An optimized Google MyBusiness listing will ensure that you are quickly located on search engines. Even more, by doing local SEO on Google, you increase your chances of getting more hits on your website.

But there is another way to optimize your SEO. Organic SEO allows you to add content to your website, to make it more searchable and to give it more visibility. Nowadays, search engines are eager for content, but not just any content. Knowing how to write content for search engines requires both technical knowledge and the ability to find the right word. Frequency and regularity in your publications remain the watchwords.

In this perspective, the more unique content you put on your website with attractive photos, tags and links that lead to certain sections of your site, the more credibility you will gain and the more visible you will be. Be careful though! Your content must be plausible, based on true facts and be accurate. The length of your blogs will say a lot about your research and your interest in the subject. In short, entrust your blogs to digital specialists to increase your presence and your SEO.

Amauta Marketing, the Agency You Need!

In the heart of Laval, in the greater Montreal area and across Canada and abroad, Amauta Marketing innovates and propels its clients to their next level of excellence. An expert team takes the time to listen to you and offers you innovative digital solutions. Don’t delay, contact people who will team up with you to take you far!

We are not going to be lured into cutting corners when it comes to producing content on social media or writing blogs on current topics. Quality can be measured and it will make you more credible. Now read on…

Increasingly, Internet users are looking for quality content that contains accurate information and that allows them to develop a bond of trust with credible sources that they can quickly find in the right place. Amauta Marketing[1] in Laval, near Terrebonne, Boisbriand, Sainte-Thérèse and a few minutes away from Montreal, knows the Google market like the back of its hand and talks to you today about quality and consistency if you want to increase your market share on search engines in Canada and Quebec.

When Quality Content Rhymes With SEO

In the early 2000s, Google’s algorithm was not as sophisticated as it is today and quality content[2] was not registered as it is now. Nowadays, Google, like other search engines, has evolved and the algorithms, i.e., the sets of analytical calculations that aim to determine the Page Rank – the value of SEO – are much more intelligent and demanding.

Henceforth, content that comes from other existing sources and that is replicated in blogs or social media is quickly identified by search engines, especially if it is of poor quality. The result is indisputable: your content will not be indexed and will appear far away in search engines. Your written productions will not compete with those of your competitors and your local referencing will have failed.

While there are many elements and factors to consider in an SEO strategy, the quality of your written productions is an important element. Indeed, not only must you be able to adopt the right strategy for the use of keywords, for example, but you must also produce content that contains good information, that is catchy and well written. The quality of the French language becomes here a powerful asset in your SEO strategy, and it will pay off the more you publish.

Resistance Is Better Than Strength: Consistency and Regularity!

We talk about consistent written production when your blog or your social media posts contain precise, sustained and irrefutable information. The richness of your content will also depend on the quality of your research on the subject, the audience you are targeting and your ability to synthesize. As the trend points out, search engines are looking for unique, powerful and impactful content. Moreover, search engines like Google are fond of novelty and creativity.

Therefore, consistent blogs and posts that engage the audience have a better chance of turning into leads and giving your SEO strategy more weight.

But there is another element that cannot be underestimated: the regularity of your publications. When you start an SEO offensive, you should know that regularity will guarantee success, since Internet users will remain loyal as long as you give them this privileged moment, and at regular intervals. Inconsistent publications will be detrimental to your strategy.

An Easy Equation That Pays Off!

Finally, producing value-added content requires being creative, organized and close to your audience at all times. Publications written in impeccable English with consistency and regularity will guarantee success. Search engines will be interested in what you are doing and your audience will only grow. The benefits for your company become within reach…

Amauta: The Internet Marketing Agency in Montreal!

For many years, the passionate people at Amauta Marketing[3] have been exploring new ways to make your SEO even more optimal. They are SEO and value-added content pros. With their innovative solutions, the quality of their services and the respect of deadlines, Amauta Marketing stands out and plays in the big league at very competitive prices. For your global digital marketing solutions, your unique content and the search for new clients, Amauta Marketing has the tools to propel you far… very far. Amauta Marketing, your partner in success!

[1] https://amautamarketing.com/en/social-media-management/

[2] https://amautamarketing.com/en/search-engine-optimization-seo/

[3] https://amautamarketing.com/en/get-in-touch/

Who you choose to be your Google Ads web agency is an important decision. Choose well and you’ll benefit from a growing business but choose poorly and you’ll end up wasting money and losing business opportunities.

Google Ads can be confusing, and some web agencies like to keep their clients in the dark. They hide behind technical lingo and web industry speak to justify exorbitant fees for little gain. Beware of those who waive setup or management fees just to hook you up. Make sure that they put the effort needed into setting up and managing your account from the start. Advertising is expensive, so you’ll need a sound strategy and a comprehensive set-up to ensure your account is tightly controlled to avoid wasted clicks. Investing in a quality set-up and management at the start can save you thousands of dollars in the long run. Here are some useful clues to know if your account is well managed or not.

Your Account. Make sure that the Google Ads account belongs to you and not your web agency. You should have access to your account at all times. Do not buy into the concept of monthly report in which you will be assured that it tells you everything you need to know. It’s a lie. Sometimes, those reports provide no cost information and focus on the number of clicks received but not what those clicks cost. Often, the majority of clicks are put to Display Advertising because it costs a lot less than Search Advertising where you should be putting the bulk of your spending so that you can get your company’s name in front of people searching for your products and/or services. Make sure your account is paid with your credit card. This way you’ll know how much money is invested in your advertising.

Search Terms. Your web agency should be putting the bulk of your advertising spending on top performing keywords that are highly valuable to your business by applying the 80-20 rule which is to assume that 80% of all traffic to your website will come from just 20% of your keywords. These are the keywords that are more likely to convert. You want to ensure that you often show for these keywords. This way, you won’t miss business opportunities.

Top Position. If you’re not seeing your ads until page two or even three of Google, you’re missing out on valuable business opportunities. You want to ensure your ads are showing in the top three positions. Ideally, in the second position which cost less money than first. The fewer competitors potential clients have to crawl through before they come across your company, the better!

Wasted Clicks. If you get calls that have nothing to do with your business, it’s because your web agency is being lazy and only bids on broad terms, irrelevant search terms or is not adding negative keywords. It results in wasted clicks that chew through your advertising budget.

Change History. There is a quick and easy way to find out how much work your web agency is putting into your account. It’s a feature called ‘Change History’ which tells you how many changes occurred in your account month by month or in other words, how much work is being done each month. Since you are paying a monthly fee, you should be seeing changes made to keywords, ads and extensions, bids and budgets, not just bids.

Account Management. No automation program can understand the competitive landscape and intricacies of your industry as well as an actual person who has experience and can formulate a strategy or game plan to differentiate you from your competitors. There is no substitute for hard work.

Traffic. Understand that focusing on bringing more traffic to your website doesn’t equate to bringing more business. Some web agencies will get you more traffic and they will deliver on their promise. But they won’t deliver on your expectations. Because what you really want is more leads and revenue. Not more traffic. And more traffic doesn’t naturally lead to more leads. It has to be relevant and qualified traffic to lead to more leads. More often than not, the money they are spending on Google Ads is wasted on irrelevant, invalid clicks that chewed through your advertising budget with very little to show for.

Quarterly meeting. It’s critical that you meet with your web agency on a regular basis to be presented campaign results, being able to add input, and change strategy if needed.

In a nutshell, Google Advertising can be an excellent source of leads, but only if your account is properly handled. Otherwise, you’ll waste a lot of money and end up with nothing. Don’t wait another month to call us for a free confidential audit if you think your account isn’t being properly handled. Because each month is another month of squandered funds and missed business opportunities.

Amauta Marketing

 

Amauta Marketing has undertaken the complete redesign of Espace Garage Plus website. Established in 2006, Espace Garage Plus is the first company in Quebec exclusively specialized in the design and makeover of residential garages.

The new Espace Garage Plus website was designed to allow for the renewal of user experience from an ergonomic standpoint, content access and navigation by presenting services, products as well as a selection of makeovers designed and executed by the company. Besides a blog, the website also showcases a product and accessory catalogue easy to consult. Finally, Amauta Marketing is also in charge of the SEO strategy and management of the Google Ads campaigns.

The Centre de Parrainage Scolaire has entrusted its web referencing strategy (SEO) as well as its web advertising (Google Ads) to Amauta Marketing.

The Montreal private company offers home personalized tutorial services for elementary, secondary and college students.

The agency has been mandated to define and implement a web strategy to increase visibility and awareness of Centre de Parrainage Scolaire toward its target audience in Quebec.

The new collaboration between Amauta Marketing and MBA Research looks promising. MBA Research is located in downtown Montreal and specializes in marketing studies, more precisely in quantitative and qualitative research. They have mandated Amauta Marketing to set up and manage its web advertising campaigns.

MBA Research employs innovative methodologies and tools to survey representative, stable and well-defined samples of the Quebec population to collect precise marketing information. Their clients get quick feedback from segments of the population on different topics, notably on consumer habits. This helps their clients establish appropriate marketing positioning and strategy to drive sales.

MBA Research is a member of the Canadian Research Insights Council (CRIC), European Society for Opinion and Market Research (ESOMAR) a well as Insights Association, and fully respect practices and codes of conduct of these associations.

Amauta Marketing’s work will occur upstream and will consist of promoting the company on the web to generate interest of new panelists and to entice them to join the survey groups.

 

As of June 1st, 2019, Google will collect and return sales taxes (QST) to Revenu Québec. Google is now treated like any international digital companies such as Apple, Amazon, Netflix, and Spotify, and others who sell intangible products and services.

For healthier competition

The announced objective by Mr. Legault’s Government is to provide a more equitable commercial framework to local companies who have never benefited from this dispensation while making their prices more expensive for consumers with the QST. It is also a way to recoup more than $150 million dollars until 2022-2023, as explained by the Quebec Government in 2018. Revenu Québec supplies a list of the 76 companies subject to these new rules. However, the Federal Government is not following in the footsteps of the Quebec Government and still does not impose tax payment of 5% (GST) on the web giants’ products and services.

Your invoice should be modified as of this Saturday

Either using Netflix video services, buying online products on Amazon, or using Google Ads services to analyse your clientele or managing your online ad campaigns, you will see your invoice modified to showcase the addition of the QST as of this Saturday.

If you have any question related to this, do not hesitate to call us up. As always, we will be listening and will try to make you life easier.

Artificial Intelligence (AI) helps Google Ads to improve advertising performance. Even better, Google now uses AI to show ads and to automatically send results to your company account.

Choosing and verifying ad location

Artificial intelligence is a way to enhance human intelligence with the help of powerful computers. By combining AI with your ad campaign data and history, for example lead location, conversion timeframe and keywords at the source of conversion, you will get incredibly effective suggestions. The idea is to determine which ads work best.

At the beginning of 2018 Google Auto Ads was launched to help you monetize your online content. This software uses machine learning to position the ads at the best location on a web page. Then in April 2018, Google improved Auto Ads by using AI to strengthen controls and help avoid ads being shown in association with controversial content.

Suggesting ads from AI

Google has announced to advertising and marketing teams that it was starting to show ads to companies based on AI learnings. The objective was to identify which ads are better suited to bring the best results. These ads are now delivered to a company’s Google Ads account. If you leave your account on automatic pilot, these ads will be automatically generated every 14 days. You can see the obvious benefit of convenience, but keep in mind that you can decline this functionality and use analytics to make your own decisions. This way you can manage your ad campaign yourself.

Google’s objective is to encourage clicks. But getting more clicks for Google doesn’t automatically mean more customers and sales for your company – those are likely your objectives. That’s why human interaction is also valuable.

It is essential that you keep watching and analyzing your conversion rates and discuss with your team. Even though AI is useful, don’t overlook your own intelligence and strategy. Your sales depend on it.

To explore this deeper, get in touch with our team at Amauta Marketing.

2019 has just started and with it comes a series of innovations. Digital marketing keeps on quickly evolving, not only with the help of emerging technology, but also because of new demands from consumers.

Here are the essential five trends :

  1. Large scale personalization

Customer acquisition and retention increasingly depend on the quality of data you have on their profile. To attract new clients, segmentation techniques remain effective, but obtaining data on life stages instead of demographics can help you identify subgroups with similar habits. Mass personalization is the result where data and artificial intelligence work together.

  1. Big Data and Artificial Intelligence

Structured data (easily searchable patterns) are now being challenged by more and more unstructured data online (videos, images, social media postings). This vast amount of big data can make analysis a challenge. However, in 2019, advances in artificial intelligence are making the analytics easier and help develop digital marketing tools for the future. Stay tuned!

  1. The breakthrough of chatbots

To accompany your customers online experience, and answer frequent questions immediately, personal assistants, or chatbots, are growing in popularity. First seen in 2017 and 2018, chatbots will become a common presence on websites this year. To learn how to install and use chatbots effectively, get in touch with us.

  1. Vocal Search

Another trend that is gaining momentum: requests by voice input. The increasing use of digital assistants in the home make using voice commands a part of everyday life for many consumers. This is a functionality you should consider if you want to stay current with consumer habits. To properly introduce this technology, you will want to tweak your SEO strategy. For more information, get in touch with us and we can take you through the details.

  1. Local Influencers

Finally, using influencers is still worth considering in 2019. The real trick, is to use local influencers. Unless you are a multinational, or well-established e-commerce company, your marketing will be focussed locally. Look out for local influencers in your market region and consider establishing a partnership.

There is plenty to think about for the new year! Take some time to consider what might be best for your situation, but keeping up with your consumer’s habits is paramount to long-term success. Happy 2019!