Each individual’s online experience is extraordinarily unique. When Masterpiece Marketing’s team begins the process of SEO (search engine optimization), we begin with your goals and audiences. Although we are “optimizing” for everyone to some degree, the goal is to have your information served up to the people who would fit your products or services in some way. We aren’t always focusing on the demographics or devices that an organization’s staff or leadership might fit, which can leave them with questions or wondering if we’re moving forward. Our dashboards will show the critical lead generation data, but here are some helpful explanations to bring a higher level of understanding to anyone who might be interested.
How do we set goals for an online campaign?
Before we begin any SEO or online campaign, the best tactics are determined by our experienced team based on goals for your audience, including budget, growth opportunities, competition, history, and best practices for your industry. We begin with goal-setting so that we are driven by tracking measurable results of meaningful actions. The results are tracked and actively managed using our comprehensive reporting dashboard.
If you are doing extensive SEO work, why don’t I see our organization first in my personal searches?
Everyone’s Google results (or results from other search engines) are highly customized, so no two people will ever see the same list of results. If an individual’s demographics (age, gender, parental or marital status, etc.), geographic location, device type, buying history, website use history, or other data recorded by search engines don’t qualify him or her a target for your products or services, Google won’t prioritize those results for that individual. The results will vary based on many things, including the day of the week, the time of day, your current location, and more. Our goal is rarely to exclude anyone, but the experience we are seeking to build is for those who could be best served by your organization’s key offerings.
Why do I see our competitors’ advertising everywhere I look?
Since many of us are hypervigilant when it comes to keeping a keen eye on our competition, it can feel like you see your competitor’s ads everywhere. Keep in mind that you are comparing your own organization (one) to all your competitors (a group of many). So even if they are all similarly sized organizations, you’re likely focusing on them as a group compared to yourself. Additionally, some organizations have far smaller marketing budgets than competitors, who may choose to allot some marketing budget to very expensive and less trackable ad efforts like billboards, radio ads, community sponsorships, and more. Balancing a fiscally responsible marketing budget makes the targeting for our work even more important to the bottom-line ROI!
