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The heart of our company is improving your website’s position in search results, often known as Search Engine Optimization (SEO). The act of “optimizing” your website so that Google views it favorably and ranks it higher in “search” results is known as “search engine optimization.”
Google uses three significant factors to determine rank:
What we refer to as technical SEO is the ease with which Google can discover, render, and index the pages on your website; the relevancy of your website’s content (about specific search queries, which we refer to as “keywords”); and how many sites link to your site and the influence of those sites, which we refer to as “authority” in the SEO world.
Many elements of SEO, without a doubt, are highly technical and stay hidden “under the hood” of the website, never apparent to the average user. However, the most critical factor in determining search rank is something quite basic and obvious: Is your website or web page effective in answering the question(s) posed by a particular search query?
As a result, the best SEO practitioners, such as ourselves, are not only up to date on Google’s latest official pronouncements and technical documentation but also crack marketers who delve beneath the surface of the assignment to understand the mindset and language used by consumers when searching within a given product category. When looking for a bakery vs. a car dealer, a customer’s behavior and words are unquestionably different. However, there is no such thing as a one-size-fits-all SEO strategy. Instead, excellent SEO requires four types of knowledge:
Technical knowledge of SEO best practices; knowledge of the client’s industry; understanding of the client’s competitive strengths and advantages within that industry; knowledge of the client’s industry competitors; knowledge of the client’s industry competitors; knowledge of the client’s industry competitors; knowledge of the client’s industry competitors; knowledge of
Understanding customer behavior in that product category, particularly nomenclature.
Many SEO firms can provide enough technical implementation, but at Cogney, we like pulling up our sleeves and getting into the nitty-gritty of your company. After all, effective SEO is all about the people who perform it: do they have the intellectual curiosity and breadth to put themselves in the shoes of customers and company owners? Cagney’s technical expertise, coupled with our culture of going above and beyond, explains our unrivaled track record of success in various sectors.
More traffic equals more revenue.
On a fundamental level, a better search rank equates to more traffic. More significant traffic generally translates to more revenue.
Don’t let the competition get the better of you.
It ensures that your business, not a competitor’s, appears at the top of search results at precisely the right time when someone is looking for exactly what you provide. It’s a zero-sum game when it comes to search results. There is always a winner, and if you aren’t, it will be your rival.
Ensure your goods appear in the places and ways where consumers are most inclined to search for them.
Similarly, you might be offering something that no one ever looks for, such as “Jim Beam marmalade.” By developing a content strategy that gets your website ranked for keywords that dovetail with your product offering, such as “bourbon marmalades,” an excellent SEO firm like Cogney can bring your product in front of customers who are looking for it (but didn’t know it existed).
Brand credibility is influenced by search rank.
When businesses show in organic search results rather than sponsored advertising, people trust and remember them. Search rank has a significant impact on the credibility of a search result. It may even override other credibility indicators, such as a media outlet’s reputation for accuracy and dependability.
Organic search traffic is the most likely to make a purchase.
Visitors who come via banner advertising, social media, email, paid ads, or referring websites have a higher desire to purchase than those who come from organic search results. Direct traffic is the only kind of traffic that has a greater willingness to buy. (When someone enters the name of a website domain into their browser, this is known as direct traffic.)
How long do you think it will take for you to notice the results?
It typically takes 1-3 months for your development team and copywriters to follow our suggestions and observe substantial, upward ranking progress. However, the competitiveness of your business and product category, as well as how many of your rivals are using SEO and your ability to get inbound links, all play a role.
How much will it set you back?
Hiring an SEO firm isn’t enough to improve your search engine ranking. The optimization of your website’s code and content is an integral part of SEO. As a result, the first issue is whether you have the development resources and money to make the required site modifications. Following that, the extent of the work is mainly decided by the size of your product catalog and your company strategy. Is your site, for example, a marketplace with a potentially infinite number of goods or a static library of products where each product is posted by you and under your control? Finally, the cost is determined by the number of methods in which others attempt to locate you (or that you want to sell under). Do you sell something so specialized that just a few keywords (e.g., “electron microscope”) apply to your product, or does your offering have a wide range of keywords (e.g., “down jacket,” “winter jacket,” “men’s jacket,” “navy jacket”)? If we return to our “Jim Beam marmalade” example, the universe of keywords is far more extensive than you would think. Keywords for this unique product might include “premium marmalade,” “jelly,” or even “gourmet gift,” among others. To address the original question, an SEO audit for a typical medium-sized website (with a limited amount of items) starts at HK$80,000.
Do you have any experience with Chinese SEO?
Both Traditional and Simplified Chinese SEO is something we’ve done before. In Hong Kong and Taiwan, rather than mainland China, you’ll have the best chance of scoring highly. Baidu, China’s most popular search engine, is a walled garden, with Baidu-owned websites often appearing at the top of search results. As a result, we suggest Baidu SEM for capturing China’s search demand. Because Hong Kong and Taiwan don’t restrict Google as China does, doing SEO and SEM in these markets is a level playing field.
Is SEO always effective?
We make it evident in our philosophy that we never provide promises. We are confident in stating that we are one of the finest agencies on the planet. We fail because the customer doesn’t follow through on our action plan.
There is no crystal ball since many variables are outside our immediate control; therefore, we merely have a high chance of success when taking on a customer or project. Some of these elements are listed below:
The ability to put our site audit’s suggestions into action is critical to SEO success. Do you have the financial resources and dedication to see this essential stage of execution through?
Fit between product and market: Being the top organic search result for strawberry hot dogs is unlikely to benefit you.
We can only encourage and influence other sites to link to you, not compel them to do so. Whether or not a place will want to connect to you is heavily influenced by your company’s reputation and brand.
We have no way of knowing whether our rivals are performing SEO or if they have a compelling business advantage that attracts more links, such as a well-known founder that everyone wants to write about. (Authority, or links, is a significant factor in search rank.) As a result, obtaining more links than a rival is one of the most effective methods to outrank them.)
We do not influence whether or if Google enters a vertical and uses its monopolistic power to gain an insurmountable advantage. For example, when Google introduced a “sponsored box” for consumer travel that compiled competitive price information for hotels and flights, competing websites found it almost difficult to compete for clicks on the first page of search results.
The impact of Google’s zero-click search results is comparable to what we’ve discussed above. There is no need to click on any search results when answering a search question such as “What is the time in New York City?” shows at the top of the results. As a consequence, the sites that appear in search results underneath that zero-click solution lose visitors.
We won’t be able to prevent rivals from cheating. On the plus side, the benefits of cheating are only temporary.
We have no control over how often Google updates its ranks. Consider new goods such as cases for the latest iPhone model (“cases for iPhone 11” ): there may be many new pages appearing simultaneously, causing rankings to fluctuate.
Historical events may affect where your website appears. Let’s suppose your business is named “Bolton,” but John Bolton, the National Security Advisor, has lately been in the headlines. Most likely, your site’s ranking will be temporarily lowered to make space for more recent results, such as connections to John Bolton news.
If your business has a name that is shared by other things, services, goods, or brands, such as “Apple” or “Asana,” search results will contain links to other companies or products with the same name, rather than just your company or products. In other words, it’s unclear what someone means when they enter “apple” into their browser. Because it’s unclear if people want to learn about fruits or computers, the search results include both types of links. Likewise, when they type in “asana.” They may choose to look into yoga postures rather than software, or vice versa.
Cockney provides digital marketing services applicable to every step of a company, based on our extensive understanding of search marketing and expertise with various sectors. We can assist new companies in creating an engaging website that will attract visitors and promote conversion. We can develop a digital marketing plan for current or mature companies to increase your marketing ROI and help you reach your economic objectives. Whatever your service or product, we pride ourselves on a tailored strategy based on a thorough examination of your industry’s customers and the capabilities of your own company. The effectiveness of our analytical and customized approach to each customer may be seen in our case studies.
SEO AND WEBSITE DESIGN
SEARCH RANK IMPROVEMENT
PUBLISH AN ONLINE ADVERTISEMENT
MEASURE THE EFFECTIVENESS OF YOUR WORK
DUE DILIGENCE is a term that is used to describe the process of doing
SEO AND WEBSITE DESIGN
Although organic traffic accounted for more than half of all website traffic in 2019, many company owners we’ve dealt with throughout the years have said the same thing:
“I wish I had known about SEO when I first began this company.”
All too frequently, entrepreneurs jump into a new online company without first considering how their website will rank in search results for the goods and services they provide. They launch their company after months of hard effort only to find that their URL is at the bottom of the umpteenth page of Google. They then cross their fingers and hope that their website traffic will grow over time without truly knowing how search engines operate. When, after a year, neither their search rank nor their online sales have increased much, it eventually occurs to them that they should consult an expert.
The search engine dominates the traffic sources.
Search is the most critical source of internet traffic, accounting for well over half of all web traffic in most sectors. GrowthBadger is the source of this information.
Don’t make this mistake: contact us before you start creating the fundamental structure of your website, i.e., the site map, to get ahead of your visitors. That’s correct; instead of responding to traffic after you’ve started, build your website to catch it.
It pays to build a business model around SEO from the start for any direct-to-consumer internet company or one that expects to generate the bulk of its income from online sales. That’s because, at its core, search engine optimization is all about bringing the customer and your website together. Undoubtedly, a significant portion of SEO is very technical, requiring you to design your website so that Google can correctly crawl and understand it. However, SEO uses time-tested marketing concepts and makes the consumer’s route to clicking “purchase” as easy and frictionless as possible.
One of the primary objectives of SEO, for example, is to make your website as helpful and informative as possible. Part of that difficulty is ensuring that your goods are defined and categorized in a way that corresponds to how customers are looking for them. Let’s suppose you offer denim overalls but name them “dungarees” and have many “dungarees” descriptions and texts on your eCommerce site. Even though “dungarees” and “overalls” are synonymous, customers are more likely to enter “overalls” into Google when looking for that kind of product than “dungarees.” As a consequence, your website is unlikely to appear in their search results.
Furthermore, since your website’s content does not include “overalls,” it will never appear in searches for that term, even though “dungarees” is a synonym for “overalls.” You don’t sell overalls, as far as Google is concerned. On the other hand, Google will index your site for the term “dungarees,” but who cares? Only a small proportion of shoppers use that term in their purchasing searches in the first place!
These factors, such as predicting consumer behavior, terminology, and expectations, may make all the difference in an online company, not only in terms of Google but also in terms of the customer.
To put it another way, SEO kills two birds with one stone: optimizing for Google is the same as optimizing for the user since Google considers your website’s navigability, impact, and relevancy to the user when determining search rank.
Improve Search Rank will help you grasp some of the governing concepts of SEO, and you’ll discover why it pays to invest in SEO before you create your website. After you’ve established your company, the last thing you want to do is spend money and time redesigning your website. Following an SEO audit, we often discover that it is essential, for example, to restructure a site’s URL structure and write redirects from all of the old pages to the new ones (so that third-party links to the old pages don’t go to anything). That’s just one example of the kind of damage that a sub-optimal starting website may do!
Building a website that isn’t search-engine friendly from the start is a waste of money in two ways. Unsuitable material or a shoddy site architecture will have to be redone later, often at considerable expense and inconvenience. Second, the cost of marketing to compensate for a website’s lack of visibility in search results is significant. If your internet traffic is minimal owing to a low search rank, traditional PR and advertising may be your only option for increasing exposure.
As a result, SEO should not be treated as an afterthought in your online company. From the start, design and develop your website with SEO in mind.
“Enhance authority” may seem like an esoteric SEO term of art, but all it means is that your website’s impact will grow. The definition of “impact” corresponds to our daily sense of the term to a great degree. Do visitors come to your site for in-depth, professional knowledge on a particular subject? Do people see your website as a reliable source of information on the topics you cover?
Google cannot independently evaluate the quality of its research, writing, or scholarship since it does not read web pages as humans do. Instead, Google has developed a reliable proxy for determining the impact of a particular web page, which is the number of times that other sites have cited pages and how important those sites are.
As a result, one of the essential aspects of SEO is convincing high-ranking sites to connect to you.
Building Google authority requires two kinds of marketing expertise. Understanding how Google weights backlinks to your site and finding sites whose backlinks may significantly improve your rank is the first step. (Inbound connections to a website are referred to as “backlinks.”) The second step in this digital marketing challenge is to persuade third-party websites to link to you by providing them with relevant, high-quality material that their visitors will find helpful. Some content possibilities are self-evident. A marketing director for a new hotel, for example, would issue press releases to all of the major travel magazines in the hopes that they will cover the property’s opening. If The New York Times, for example, covers the hotel’s opening and includes a link to the hotel’s website, that connection alone may propel the hotel’s website to the top of search results. But there’s a lot more to establishing an excellent backlink portfolio than just PR.
BACKLINK ANALYSIS (SEO)
To begin, Cogney analyzes your website’s backlinks using technological techniques. This analysis reveals all of the sites that link to you, including those that are already boosting your search rank, quick wins (such as broken links to your site that can be quickly repaired, redirected, or replaced), and spammy links that you should disavow because your site shouldn’t be associated with any site using questionable SEO tactics. We also look at rival websites to discover which ones have connected to them. This is essential for two reasons: to uncover backlink possibilities for your site and because sites linking to your rivals are likely to be interested in your business as well. We also look at the types and quality of articles that generate backlinks in your industry.
OUTREACHING THE MIND
As you can see, getting a backlink isn’t the same as altering your website’s header tag. In the end, the choice is made by the owner of another website, not you.
Fortunately, Cockney has much expertise in this field. A proactive marketing strategy is generally needed to increase backlinks. You must provide third-party websites a cause to connect to you frequently. As a result, we research your sector, its main yearly events calendar, affiliate programs, directory listings, referral programs, influencers, authors, and bloggers to develop a comprehensive backlink plan. Publishing a blog on your website about the topics and themes that your potential customers are most interested in, getting listed on shopping portals and directories that link to suppliers like you, setting up affiliate and referral programs to send more potential customers to your site, and so on are all elements of that strategy. Make no mistake: generating backlinks requires a consistent, methodical effort supported by substantial marketing resources such as copywriting and online company growth. If your rivals are engaging incomparable content marketing, you may lose rank over time unless you continue to develop links. Cockney recommends training your marketing staff to act as an in-house PR firm, constantly producing new and engaging material relevant to your business so that people will connect to your site frequently.
Building backlinks is without a doubt one of the most effective ways to improve search rank. While one-time link-building efforts may help a website gain exposure, the ideal strategy is to use a systematic and long-term approach. Out of sight isn’t only out of mind when it comes to power; it’s also out of sight.
Your website must be built in such a way that Google can read it as a priority. Otherwise, your website’s content may as well be invisible. Indeed, because of how it is constructed, a page that you can read may be invisible to Google. Technical optimization is modifying your website’s code and server settings to improve Google’s ability to crawl, read, and index it.
The essential technological optimization becomes as a website grows in size. Large websites may not be indexed in their entirety since Google provides a limited amount of “budget” to each domain. As a result, one of the most important goals of technical SEO is to optimize Google’s crawl budget so that the information on your website that is most important to your company’s success can be accessed and crawled by Google as quickly and efficiently as possible, and eventually appear in search results.
The following are some of the stages involved in technical optimization:
Detecting issues with your website via thorough and frequent diagnostics
Identifying and avoiding site bottlenecks by scanning your site as Google would.
Increasing the speed of a website’s and a page’s load
Examining log files from the server
Identifying and fixing Google Search Console issues: Google Search Console is a free SEO diagnostic tool that highlights problemswebsite crawling and indexation issues, among other things.
Creating an internal tool and framework for SEO testing so you can compare several page variations and evaluate which one performs better. Changing which signpost or map information so Google can discover and index it quicker.
Schema.org markup optimization for on-page components. We utilize code to inform Google more about a website by explicitly labeling the text components, allowing Google to detect their relevance to a particular industry or category. You could put tags for material, color, or size to a piece of clothing, for example. In the instance of a vehicle, you could use tags to denote characteristics like engine type, new or used, hybrid or gas, and so on.
Updates to robots.txt and XML sitemaps are suggested to improve crawl depth and frequency and guarantee timely surfacing of new pages and updated content: A robots.txt file specifies the URLs and subfolders that Google should not or cannot crawl. In contrast, an XML sitemap includes every URL on a website. We may specifically tell Google which URLs to crawl instead of depending on the website’s page links to guide Google from one page to the next by directly sending these files to Google, significantly increasing crawl efficiency and saving crawl money.
Reducing the number of pages on the website while still providing Google with the same amount of information
Adopting improved URL protocols and fixing any problems caused by improper parameter handling: Some websites have excessive pages. Consider an eCommerce website that often contains sort and filter choices on a product category page: the results of each sort and filter combination may sometimes be programmed to result in a new URL. For example, this might entail creating a unique and distinct page for each size, color, style, and price range combination in an online shoe shop. Consequently, some websites have millions of URLs, all of which suck up crawl money without providing any new value-added information thanks to the sort x filter permutations.
Examining the use of canonical tags: When web pages are correctly canonicalized, the following problems are avoided: The term “canon” refers to a collection of works. “Plato’s Symposium,” for example, “belongs to the canon of ancient Western philosophy.” Similarly, web pages that correspond to the same broad categorization, heading, or rubric may be gathered under the same canon and compressed under a single parent page, with just the latter being marked for Google crawling and indexation. Using the online shoe store as an example, all of the pages for “black” and “brown” “boots” in sizes “5, “6”, “7”, “8”, and so on, could be consolidated under a single official page, “Boots,” rather than Google crawling separate, individual pages for each permutation of size x color x style x price range. Canonicalization enables Google to overlook insignificant subpages, freeing crawl money for more valuable content on a website.
Implement proper redirects (from defunct sites to relevant, current pages) and evaluate server response code processing to ensure that Google does not wind up in a non-existent URL or location. When Google’s crawler visits a site, it leaves a trail that includes the answers it received on each page, which can all be viewed in the server log.
You are identifying possible flaws in your present web architecture or technological choices that may or should be addressed in the future.
evaluating the mobile-friendliness of a website
Taking into account multilingual SEO factors
While technical optimization guarantees that Google can crawl and index your website, content optimization ensures that Google can comprehend your website’s subjects and themes.
The following are the two main components of content optimization:
Looking for keywords
Improving the relevance of a page (vis a vis targeted keywords)
KEYWORDS FOR RESEARCH
The goal of keyword research is to figure out how people are looking for your product or service. This is a multi-faceted investigation that may even result in “Eureka” moments. At its most basic level, we investigate what language, words, colloquialisms, phrases, and other terms customers use while researching the goods you offer. You’d be amazed how frequently entrepreneurs trust their instincts rather than doing objective research before naming their e-commerce catalog’s items. Whether you call that diamond ring you’re selling online an “engagement ring” or a “diamond solitaire,” it will directly affect how readily people find it. (Hint: if you go with the latter, you’re going to be stuffed.) Then we look at the keyword clusters connected with each particular product or service for which you want to rank highly in search results and figure out how to optimize the page content for that product or items while avoiding duplication or cannibalism on your website.
For example, “diamond engagement ring,” “men’s engagement rings,” “tiffany [sic] engagement ring,” and “sapphire engagement ring” are all commonly searched phrases that contain the term “engagement ring.” Some of those terms, such as “men’s engagement rings” or “sapphire engagement ring,” are surprisingly popular. It is at this point when a “Eureka” moment may occur. Consider the phrase “sapphire engagement ring.” If you’re a jeweler that sells diamond rings, you’re probably already carrying sapphire rings. Some of them may even be single stone rings, often referred to as “engagement rings.” Why not create a page on your website dedicated to “sapphire engagement rings” to capitalize on the apparent demand for this kind of jewelry? Regarding the finding that men’s engagement rings are in high order, you don’t already offer this product but could simply add it to your existing web catalog. Because of the low competition for this term, a page dedicated to “men’s engagement rings” would not only allow you to profit on demand for this niche jewelry item, but your product page would also likely rank highly (provided your product page was informative and relevant).
As you can see, keyword research provides information on a variety of levels. On a basic level, it guarantees that the words you use on your site correspond to known customer behavior. At a deeper level, keyword research allows you to identify tactical commercial possibilities that may help you enhance your search ranking and increase your revenue. This kind and depth of knowledge may rapidly boost an internet business’s exposure and success.
THE RELEVANCE OF THE PAGE SHOULD BE INCREASED.
Making ensuring your website’s pages rank highly requires a lot of preparation. The next stage is determining which keywords to build your content around and what precise phrases and information those pages should include after understanding how customers search for your goods (see Keyword Research above). Then it’s time to roll up your sleeves and get to work.
In a nutshell, the content optimization process consists of the following steps:
I am researching keywords and organizing them into topic-based clusters.
We map each keyword cluster to a web page and prioritize the keywords inside that cluster to increase our chances of “winning” a high ranking for that page. We arrive at this conclusion by considering search volume, keyword difficulty, and purchasing intent.
There will be some pages that do not exist and will need to be developed. Others will live, but their relevance in connection to the intended keyword cluster may need improvement. To determine the significance of any website, old or new, we put it through several cutting-edge natural language processing algorithms and compare it to those that Google has placed first for the exact keywords.
If the page’s relevance to the target keyword cluster is insufficient, we’ll have to change the content, either by adding code or rewriting, or supplementing the natural language. We’d keep running diagnostics on each new version of the website until it started to show relevance for the keywords we wanted to target.
We’d monitor the page’s performance using Google Search Console once it was to see where it ranked and how many hits it received. Similarly, if we saw that the page was receiving impressions for tangential keywords, we may decide to strengthen the material relevant to those new keywords or even build a new page to capture interest in that topic.
Enhancing the navigability of your website, in addition to the written content, is an essential component of content optimization. As a result, Cockney provides recommendations for both URL structure (format, usage of subdomains vs. subfolders, and so on) and internal linking structure. Both are critical to Google’s and people’s ability to locate and discover content on your website.
Content optimization may be a one-time effort or, better yet, a virtuous feedback loop based on ongoing research, testing, and reinforcement, depending on your company’s resources and the significance of SEO to accomplishing your commercial goals. If you’re continually expanding your product line, consider having Cogney educate your staff on content optimization best practices so that your website can retain its SEO advantage over time.
SEM and SEO
- ONLINE ADVERTISING
- SERVICES for International SEO
- Advertise on the internet
- Google Shopping is a search engine that allows you to
- Google Adwords
- Advertisements on banners
- Facebook advertisements
- Instagram advertisements
- Marketing through email
Cockney categorizes internet advertising into two broad categories: SEM (Search Engine Marketing) and all other forms of online advertising.
Search engine marketing (SEM) is concerned with advertisements in search engines such as Google, Yahoo, and Baidu. The effectiveness of an SEM campaign is heavily reliant on improving its content according to the same concepts used in search engine optimization. As a result, an agency with Cagney’s proven SEO expertise may provide your business with an essential advantage in the highly competitive and technical area of SEM.
Cagney’s services go beyond search engines and include email marketing, social media advertising (Facebook and Instagram), and banner advertisements (served on other websites). Though the setting and targeting requirements for these different kinds of advertising vary from those needed for search engines, there are significant overlaps. As a result, Cockney has leveraged its search leadership into considerable competence in these other areas of digital marketing.
While SEM is a comprehensive digital marketing solution for many businesses, the lack of visual imagery inside Google Ads makes it more difficult to convey certain types of content or messaging. Seeing a sparkling diamond ring in a banner ad is very different from reading a line of text proclaiming the same thing, “Best Selection of Gorgeous Engagement Rings.” Similarly, companies whose killer app is high design may want to show their wares directly rather than attempting to describe them in words. Furthermore, Facebook and banner advertising enable marketers to display advertisements to particular group members or readers of specific online publications, allowing for very fine-grained targeting. Depending on your commercial and brand-building goals, you may wish to complement your SEM campaign with a banner or Facebook ad campaign.
WHAT EXACTLY IS SEM?
SEM stands for Search Engine Marketing, and as we use it (since other firms use SEM as a catch-all word for all types of online advertising), it refers to paid advertisements in search engines. Thus, SEM includes both text advertising and shopping ads that appear in search engine results but excludes ads that occur outside of search engine results, such as banner ads and social media ads.
SEM, to a great degree, requires the same expertise as SEO. Contrary to popular belief, ad placement is not a simple “pay-to-play” system in which the best spots are auctioned off to the highest bidders. Instead, Google bases ad placement on a more complicated calculation that includes quality as well as pricing. Google gives a quality score to each ad based on variables such as ad content and landing page relevance in connection to the term, as well as the ad’s historical click-through rate. The better the ad’s quality, the less Google costs the advertiser. As a result, a top SEO firm like Cogney can substantially improve the effectiveness and ROI of an SEM campaign.
WHAT IS THE PURPOSE OF SEM?
Making your website rank higher in organic search results is not a quick fix. Instead, it is the hard-earned outcome of a methodical SEO strategy that often takes months to execute. SEM enables you to bypass the backlog and immediately put your message at (or near) the top of search results.
To put it another way, SEM may be utilized in place of SEO if you are not yet ready to commit to the latter’s long-term commitment and work, or it can be started concurrently with SEO if you want to grab relevant traffic right away while your SEO strategy develops.
Competitors will not overtake you.
If your website already has a high organic search rank, SEM is an essential marketing supplement since it keeps you from being scooped by rivals who pay for top-of-the-page placement. (SEM accounts for 20% of all search traffic.) If you do not appear in sponsored results (SEM), you will lose traffic from those results. To put it another way, even if you are the top organic search result, there is no assurance that your URL will be visited first as long as sponsored results are at the top of the page.
It provides you with complete control over your messaging.
Consumers have greater trust in organic search results because third-party sources rather than the business decide rank. That’s wonderful for the curious public, but it’s not so great for companies attempting to retain control over their image. What journalists, bloggers, and review websites pay attention to may have little to do with your core marketing message or unique selling proposition. Top-ranking organic search results may include material detrimental to your cause, such as a negative TripAdvisor review for your restaurant or a lawsuit filed against your business. This is where sponsored search results may be beneficial. You may send whatever message you want by specifying the precise language of your search advertisements, such as “Voted Best Bistro of 2021.”
SEO is made possible by SEM.
Even a modest SEM campaign may provide valuable insights about your website’s strengths and shortcomings concerning SEO. You will get data for volume, click-through, and conversion for each term in your SEM campaign. Such data clearly indicates the precise goods or services that customers in your sector or category are searching for. It will enable you to prioritize the most popular keywords for SEO. Conversion statistics from your SEM campaign will tell you if your website’s landing pages match the searcher’s expectations. For instance, a high click-through rate but a poor conversion rate indicates that your traffic is relevant, but your landing page fails to convince you. It is essential to solving such issues before beginning SEO. Similarly, you can quickly test your ad text using SEM and then use what you’ve learned to your title tags and meta descriptions for SEO. Finally, Google’s SEM analytics data enables you to find new, relevant long-tail keywords that you may not have discovered during your first study.
SEM VS. SEO
Paid and organic search results take up 20% and 80% of the area on any given page of search results, respectively, and generate similar amounts of traffic. Ideally, your business shows in both paid and organic search results and gets visitors from both. If you aren’t instantly apparent in organic results, you can at least utilize SEM to get 20% of that traffic, which is still a sizable piece of highly relevant traffic.
In Hong Kong, the average breakdown of clicks between sponsored and organic search results is
Although not as credible as organic search results, paid advertisements generate a large amount of highly relevant traffic and may yield conversions provided your landing page matches the searcher’s requirements and purpose. As a result, SEM is always a strong marketing technique, so it is the first thing we suggest to customers.
In general, we advise customers to use a two-pronged strategy that combines SEO and SEM. SEO offers a solid long-term basis for site rank, while SEM is strategically advantageous and avoids traffic “leakage” to rivals’ websites. But, once again, if you aren’t ready for SEO, we suggest beginning with SEM, which may instantly improve your brand exposure and bottom line. In the long run, SEM may serve as a supplement to SEO.
How long will it take for me to see the results?
We usually take one week to one month to set up (since we research keywords and evaluate your website to verify that your landing pages include appropriate content and that your website’s conversion funnel, i.e., the trip from your ad to checkout) is seamless). Then, another month is required to improve your campaign by removing non-performing terms, introducing new keywords, and adding negative keywords to repel irrelevant visitors. Because of the experimentation and testing going on during this optimization period, your website may see a drop in traffic. However, we anticipate that your traffic will stabilize and begin to increase after this round of changes. As a result, it takes around two months for an SEM campaign to start reliable and consistent optimization and your website to profit from a commensurate rise in traffic.
How can I know whether the campaign is effective?
A successful campaign’s cost per click will decrease with time, while click-through will increase. (In general, we consider a 30% decrease in cost per click and a 30% rise in click-through to be excellent indications of a well-optimized campaign.) In summary, you will tell if your SEM campaign is working if traffic to your site increases. More traffic usually means more business. However, converting visitors once it arrives on your site is mainly dependent on whether your landing pages match user intent and the user experience to checkout is seamless and well-designed.
Before beginning an SEM campaign, we carefully verify the content of each ad’s landing page and do a thorough analysis of the conversion funnel. However, we have no control over whether or how quickly you follow our suggestions. Indeed, some customers conduct SEM campaigns without making these critical adjustments ahead of time. As a consequence, traffic may rise without commensurate increases in conversion. Remember that the success of an SEM campaign is partly dependent on you, the customer.
How much does it cost, and how is Cogney compensated?
A certain quantity of advertising must occur for us to get any real insight into a campaign. Our value comes from optimization, which we can’t accomplish if the data don’t move quickly enough to detect patterns or make choices. In general, we advise customers to run at least HK$10,000 in advertisements each month on one platform. The county charges a percentage of total expenditure or a monthly minimum management fee, whichever is higher. Please keep in mind that our agency fees are different from the cost of advertisements. We do not engage in success- or performance-based agreements in which our only remuneration is a percentage of sales generated by the campaigns we manage.
In Hong Kong, what is the average cost per click?
Google usually charges HK$4-6 per click, while Yahoo should be 20-30% less expensive. The CPC for each keyword is determined by competition, the quality score of your ad, and other criteria.
Do you create advertisements?
Yes, however, the ad text is subject to your final approval before going live.
Do you have control over the campaigns?
One of our fundamental business principles is complete openness with our customers. As a result, you have constant access to your campaigns, reports, and analytics. You may learn more about our company philosophy by clicking here.
Do you do SEM campaigns in languages other than English?
In addition to European and Asian language ads on Google, Bing, and Yahoo, we run Chinese-language SEM advertisements on Baidu.
Google advertisements are text ads that show at the top of search results when a searcher enters a term specified in the advertiser’s campaign. Only these text advertisements show at the top of the page at times. However, they may also appear directly underneath Google Shopping advertisements (with their product thumbnail images). In any event, sponsored search results are always shown above organic search results. However, since ad placement is dependent on a live bidding process, a sponsored ad may appear on a later page of search results rather than the first. Google allocates ad placement based on the ad’s bid price (“cost per click” or “CPC”) and quality score. (Read our SEM section for a more comprehensive explanation of how Google calculates an ad’s quality score.)
The advertiser has a lot of say over the circumstances that determine when and where the display of their advertisements, such as device, region, demographics, time of day, etc. The most essential, though, are the keywords that will cause an ad to get published. A vintage vehicle dealer specialized in ancient Jaguars, for example, may want his advertising to show only when the precise terms “vintage Jaguar” or “antique Jaguar” are entered into the search box. If he has more money, he may wish to broaden his campaign to include phrases containing those similar terms. As a result, when someone searches for a “vintage vehicle dealer selling Jaguars,” his ad will surface. The important thing is that there are many methods to change the settings and circumstances under which your advertisements are delivered, and this is where Cagney’s experience comes in handy.
The aim of this ad campaign, like most others, is to maximize the return on ad expenditure (ROAS). In the case of Google advertising, this translates to:
determining which ad text produces the most outstanding results (A/B testing) and removing sub-optimal advertisements
removing non-performing keywords
Rejecting searchers who do not have the required purchasing intent;
Reducing the cost of your advertisements by increasing their quality shop, a process that involves ad and landing page text revision to guarantee the best possible match between searcher intent and actual product offering.
Before we begin setting up a new campaign, we ask the Client for data from any previous Google ad campaigns they may have run. Such information may help us with the optimization process.
As the initial stage in developing a campaign, we perform keyword research. If you have a set budget or are unsure how much to spend, we can provide recommendations based on keyword search volume and CPC. Then, we create advertisements for various subjects while evaluating the appropriateness of their associated landing pages on your website, since what good is attracting relevant customers if they don’t feel like your website fulfills their needs? In addition, we remove irrelevant visitors that will never purchase from your website by including negative keywords such as “free” or “cheap” into your campaign. Finally, we ensure that basic analytics are in place on your site so that we can monitor campaign conversions. We monitor the campaign’s performance daily after it has gone live. When we see statistically significant variations in the performance of various advertisements or keywords, we make campaign changes, such as changing bids, introducing new negative keywords, and reallocating money to the ads or keywords with the greatest click-through and conversion rates. (We also modify campaigns depending on a client’s marketing calendar or priorities, such as promotions, product launches, and so on.) We will repeat this procedure over the following several months until the CPC has fallen substantially (about 30% ), and we are confident that the campaign is steady and optimized.
Google Shopping advertisements are only product thumbnail pictures with essential information like the product name, price, and shop name. These advertisements show on Google’s Shopping tab and may also appear in organic and sponsored search results at the side or top of the main page. They may also appear on Google’s Images tab and under YouTube videos. The keyword’s purchasing intent affects whether Shopping advertisements appear in search or image results, in addition to the Shopping page.
What is the difference between Google search and shopping ads?
Shopping advertisements are mainly visual, with the product picture serving as the primary emphasis; product price is critical since shopping ads include few additional purchasing signals or encouragements to click, and it is safe to infer purchase intent in Google Shopping. In other words, individuals who click on Shopping advertisements are prepared to buy. In contrast, traffic from search results, whether sponsored or organic, is more unclear.
To launch a campaign on Google Shopping, the advertiser must provide an XML product feed that is structured according to Google’s specifications.
Advertisers determine when their search advertisements should show by specifying target keywords. Google chooses when and how to display an ad on Shopping.
Whereas CPC and quality score influence ad rank and placement for search advertising, Google is considerably less open in shopping advertisements and does not reveal precisely how it allocates ad placement. On Google Shopping, quality scores are not utilized at all.
What variables influence the performance of Google Shopping advertising?
Product photography is essential.
Product feeds must be updated daily, much as Google Shopping results. Products that are outdated, out of stock, or have different pricing will never show in live results. The last thing you want to do is squander your advertising money by alienating potential customers.
Even though Google Shopping does not enable marketers to choose keywords, keywords in product names and titles are still important in determining if and where your ad will appear in search results. Cockney can advise you on best practices for naming items on your eCommerce site so that they appear in the resultant XML feed for Google.
Because positive keywords are not utilized, shrewd and thorough negative keyword identification is essential.
To optimize a campaign, you must first divide your product catalog into groups so that bids and parameters may be fine-grained modified. Furthermore, your profit margins on certain items may be more significant, allowing you to charge a higher CPC for that product grouping.
Even if keyword targeting is not possible, other types of targeting are accessible, such as brand versus generic targeting. If you have a competitive edge for specific goods or brands, you may wish to raise your budget or CPC for such things.
Google provides you access to competitive benchmarking data on different aspects of your campaign, allowing you to determine whether it is worthwhile to spend more or less on specific goods or product groupings. These statistics inform you if you are doing better or worse than your competitors and whether you should abandon a product entirely since you will not compete on price.
When is it appropriate to advertise on Google Shopping?
When you have an eCommerce shop; when you have an extensive product catalog and don’t want to create advertisements or match keywords; when your goods are in a well-established category and are reasonably priced. Competitive pricing is critical when selling a commodity or quasi-commodity.
SEARCH, AND SHOPPING ADVERTISEMENTS WORK BETTER TOGETHER
If you can afford it, we suggest that you use both types of promotion. Both are handy marketing tools: Although search advertising offers you much more control over your content, shopping advertisements are pre-qualified leads.
Advertising on both channels doubles your exposure in search results, strengthening your visibility and improving your conversion possibilities.
Google Shopping vs. AdWords
Search advertising enables you to distinguish between your brand and goods. Consider search advertising to be strategic, whereas shopping ads are tactical. The latter provides a surgically precise search result but lacks the context that may be the tipping point for a purchasing decision. Search advertising’s content allows you to convey your unique selling proposition or advantage in your own words, while shopping advertisements are pared down and devoid of any inspiration or appeal. Consider Nebia showers, which save water. This USP, an essential point of distinction, is gone if you solely use Google Shopping advertising.
SEO and SEM are the foundations of every online marketing campaign; however, depending on the kind of business, there are advertising outlets outside search engines that may help a company’s exposure and traffic. As a result, we’ve expanded our service offering throughout the years to guarantee that customers can handle all of their digital marketing requirements in a single coordinated campaign centered on the company’s primary USP (unique selling proposition) and capabilities.
A banner ad is any picture or video paid to be displayed on a website, including sponsored social media postings.
However, when we mention “Banner Advertisements” in our menu of services, we mean “programmatic” or “display” ads that show on the bottom, top, and sides of publisher websites or email newsletters, excluding sponsored social media postings.
You may buy banner advertising on a cost-per-click (CPC) or cost-per-impression (CPM) basis. In the first scenario, you are only paid when someone clicks on your ad; in the latter, you must purchase a specific number of impressions in advance if you want to pay for banner advertising on a CPM basis. We usually discourage customers from buying advertisements on a CPM basis since there is no guarantee that such a campaign would generate any traffic.
WHY RUN BANNER ADVERTISEMENTS?
Sometimes no number of words can adequately describe a product. Specific product categories are intrinsically more difficult to define in terms than others. A toaster, for example, is simpler to explain in words than a one-of-a-kind diamond jewelry.
Banner advertisements serve as cues when someone is not actively looking for anything but may become interested in a product if presented with an ad. As an advertiser, the issue arises: why would I want to spend money on advertising to individuals who aren’t interested in my product or aren’t ready to purchase right away? First, the publisher may have access to a very particular audience that would be impossible to reach on their own; for example, readers of the New York Times are considerably more wealthy, educated, stylish, cosmopolitan, sophisticated, and politically correct rest of America. Depending on what you’re offering, this specific and restricted demographic may be a great fit for your company. Then, according to many studies, consumers must be exposed to a brand at least seven times before they remember it. The more touchpoints there are, the better. Given the amount of groundwork required before a customer hits the “buy” button, advertising, messaging, and marketing far in advance are critical to pushing the consumer along the buying trajectory.
Banner advertisements may be powerful brand-building tools for the same reason that a picture is worth a thousand words. Some ideas and qualities, such as reliable energy, decisiveness, and extravagance, are best communicated visually or graphically. This is especially true for companies that are based on style, design, or uniqueness. Banner advertisements enable such businesses to communicate the essence of their value-add much more effectively than words alone.
Banner advertisements are an excellent method to promote novel new goods since it would never occur to anybody to enter them into the Google search box. A gadget for filling numerous water balloons is an excellent example. Alternatively, a “Nebia shower” (a sustainable shower based on steam and micro-droplets).
While we would never advise a client only to run banner ads because they are published in contexts less likely to lead to conversion directly, banner ads can be a valuable supplement to paid search advertising because they reinforce brand name retention, increasing the chances of conversion.
OUR APPROACH DESIGN
The first step is to create advertisements. Not only must banner advertisements be made in particular dimensions to be shown on as many publisher sites as feasible, but Cogney also offers best practices for maximizing the effectiveness of each ad creative. Some of these factors include image-to-text ratio, colors, legibility, motion, and so on. Others are based on psychological aspects such as symmetry, patterns, and repetition, all of which our brains find naturally appealing.
Ad targeting is the next stage.
Banner advertisements are divided into two types: prospecting ads, which are shown to new individuals, and retargeting or remarketing ads, which are served to those who have already visited your website.
1. The prospecting process
Prospecting ads are targeted based on a variety of criteria such as demographics, device, cadence, geography, interests, in-market audiences (people who have demonstrated an interest in a specific market or product), context (the appearance of a designated keyword on the publisher’s site triggers the publication of the ad), and so on. An advertiser may also choose which websites he wants to put banner advertisements on.
We create campaigns for remarketing advertisements using different logic. Unlike prospects, this audience has previously shown an interest in the advertiser’s website or product. As a result, it is not about the first-time enticement but about completing the sale. As a result, we examine their purchasing or shopping habits and may offer advertisements based on a prior purchase or progress to a particular stage in the conversion funnel. Other retargeting techniques include latency (contacting a client after a specific amount of time has passed), cross-selling (recommending similar goods, such as diapers, a customer who has purchased baby formula), and delivering advertisements to the company current email database.
The optimization method is focused on budget reallocation based on continual A/B testing of ad creative and monitoring the performance of different audience groups over time to shape the best-forming target profile.
Retargeting advertisements, unsurprisingly, are highly successful since they reach an audience that has previously shown an interest in your website. Prospecting display advertisements have an average click-through rate of 0.07 percent, whereas retargeted ads have an average CTR of approximately 0.7 percent.
A retargeting audience, on the other hand, is defined as such. As a result, it is critical to maintaining a constant flow of fresh leads via well-planned prospecting efforts. When these two banner campaigns operate in tandem, they may be strong conversion drivers with the added advantage of driving home brand retention.
If you’re a casual Facebook user, you probably aren’t aware of the entire universe of advertising presented to you as you scroll through your feed. However, Facebook provides marketers with many choices, allowing them to convey their narrative with a richness and depth that search advertising cannot match. Because Facebook is a social network, it naturally favors human interest articles. As a result, it’s an excellent platform for communicating this aspect of your brand: creating, founding, inspiring, caring, and so on.
Facebook, for example, allows you to display a series of various ad creatives in a scheduled chronological order. This not only allows you to unpack your story in some stages, but it also allows you to adapt the campaign based on stated user behavior. For example, if you are a hotel, you might start with a marketing video. Users who did not watch the movie may be shown an ad for one of your hotels in a popular, nearby vacation location, or the film may be repeated. You may display an ad with a promotional coupon to people who watched the video.
Other compelling reasons to promote on Facebook are as follows:
It has a massive viewership of 2.4 billion people.
Depending on your product, your target audience may spend a significant amount of time there.
Ads follow targeted visitors regardless of device (based on the same login);
Facebook’s profiling is more focused and trustworthy than Google’s or banner advertising. Unlike Google, which relies on inference and deduction to infer purchasing intent or approval, Facebook users actively like material and join groups and pages, openly expressing their preferences and affiliations.
Month one of the campaigns is usually devoted to establishing the campaign’s framework:
If there is any historical account data, it is analyzed.
Public opinion polling
Creating the campaign and ad set structure (An ad set is a predefined collection of advertisements in the same format, appearing in the same channel, and subject to the same publishing rules and settings.)
Conduct research to identify unique selling points and pain issues.
For each ad set, write advertisements in A and B variants.
Making suggestions for landing pages
Developing a Bidding Strategy
Performing data quality assurance and tagging analytics
Months two and onwards will see the launch of the campaign.
The second and subsequent months are devoted to daily observation and weekly optimization. The goal is to set up a testing infrastructure that allows for a good performance feedback loop:
Examine ad analytics (such as CPC and CTR) and site data (sales, inquiries, etc.)
Analysis of segmentation based on device, gender, age, and so on
Extend exclusion lists to eliminate unwanted traffic
Bids should be adjusted.
Reallocate money and pace depending on everything said above.
Recommendations for landing pages based on new audience research
KPI and, if appropriate, ROAS (Return On Advertising Spend) reporting on new advertisements for A/B testing.
1. How much do Facebook advertisements cost?
The average cost per click on Facebook in Hong Kong is HK$5-8. The price you pay is determined by who you’re targeting, the attractiveness of your ad, where it appears, and other variables. In general, we suggest that customers run at least HK$10,000 in advertisements each month. Our value comes from optimization, which we can’t accomplish if the data don’t move quickly enough to detect patterns or make choices. The county charges a percentage of total expenditure or a monthly minimum management fee, whichever is higher. Would you please keep in mind that our agency fees are different from the cost of advertisements?
2. What are the most successful Facebook ad formats?
In general, video works best, with high-speed clips that get to the core of the message within the first few seconds (people have short attention spans). Tiffany provides an example. However, what works for one brand may not work for another. It’s essential to experiment with various ad types and A/B test them.
3. What exactly is the distinction between remarketing and lookalike targeting?
Remarketing is the practice of displaying advertisements to individuals who have already engaged with your business. At the same time, lookalikes are an extension of your remarketing audience in which Facebook identifies a bigger audience similar to your remarketing list based on shared characteristics.
4. What makes your ad management services superior to others?
We’ve run successful advertisements for businesses in fashion, tourism, professional services, and other industries. Here’s what makes our outcomes seem magical:
Analytical foundation forbid rigorous modifications
Split testing should be conducted objectively and uniformly.
Ad content that is effective in amplifying your value proposition
Advertisement imagery based on psychological aspects such as symmetry, patterns, and repetition, which our brains find naturally appealing
Above all, a staff that cares about your company’s success and what it takes to get there.
5. Which is superior? Which is better, Facebook advertising or Google ads?
It depends on what you’re offering, how long the sales cycle is, and whether or not people are actively looking for it. We can assist you in determining how much search traffic exists for your goods or services, and if it is substantial, Google advertising may be preferable. On the other hand, if you’re launching a brand-new product that no one would think to put into the Google search box, Facebook advertising might be an intelligent approach to create interest.
However, keep in mind that there are always a limited number of individuals searching Google for something against the more significant number of people interested in it. Facebook advertisements offer you visibility in a channel where your prospective customers may spend a substantial portion of their day, even if they have not shown a desire to purchase. Nonetheless, its rich narrative potential makes it a productive environment for sprouting leads and generating interest in your business.
Facebook owns Instagram, so it’s no surprise that the two sites have many similarities. However, some important distinctions are to be made when choosing whether to promote on both or any of these social networks.
Whereas Facebook has an unmatched reach as the world’s most extensive social media network with over 2.4 billion members, engagement on Instagram, which has over 1 billion users globally, is seven times greater. In other sectors, such as fashion, the gap in involvement is much more pronounced.
Instagram’s dual raison d’être are images and beauty. As a result, goods that can be captured in stunning photographs are ideal topics for marketing on Instagram. Fashion, design, travel, art, and jewelry are among examples.
As a result of this phenomenon, Instagram, emphasizing beauty and aestheticism, is a platform that fosters ambition and comparison. It specifically fuels our want to dress, purchase, and visit the exact locations as the individuals we follow and like on the site.
Facebook photos are often informal and spontaneous, while Instagram pictures are often laborious and intentional curating. In that scenario, Instagram is ideal for brand development since it promotes polished photography usually associated with ad campaigns or magazine editorials.
In summary, if your goods are stylish, trendy, or appeal to a younger audience, Instagram may be an excellent platform for promoting your brand or product. Advertising on Instagram makes even more sense if you already have a regular presence there since sponsored traffic that doesn’t convert right away is more likely to follow your account, providing you the chance to develop an ongoing connection with potential consumers.
In terms of campaign setup and optimization, Instagram has fewer ad types and placement options than Facebook, but the fundamental concepts remain. It should be noted, however, that pictures are king on Instagram. As a result, if you want to get the most out of this platform, your photography and picture style should be professional and attractive.
In a nutshell, we spend the first month analyzing any historical data from your previous Instagram campaigns, researching audiences, writing ads in A and B versions, editing (and even setting up) your landing pages, vetting your basic analytics, and setting up your campaign dashboards before going live.
The second month is spent on daily campaign monitoring and weekly campaign settings adjustments based on analyzing click-through, cost per click, the number of sales and leads generated, the performance of different audience or market segments targeted by the campaign, and the performance of other ad creatives, including multiple versions of each ad.
The primary aim is to establish a virtuous feedback loop in which non-performing campaign components are weeded out in favor of those advertisements or audience groups providing higher returns, resulting in more conversions with the same budget, a process that typically takes three or four months.
FAQS 1. How much do Instagram advertisements cost?
The average cost per click on Instagram in Hong Kong is HK$6-10. The price you pay is determined by who you are targeting, the appeal of your ad, and its location. The county charges a percentage of total expenditure or a monthly minimum management fee, whichever is higher. Would you mind keeping in mind that our agency fees are different from the cost of advertisements?
2. What are Shoppable Ads on Instagram?
This is an ad format similar to what you’d find in a furniture brochure, with product names and prices overlaid next to them. When you click a product, it takes you to the product detail page, where you may purchase it. If you offer goods, we can assist you in setting up Shoppable Ads.
Shoppable Instagram Ads in Hong Kong
Doesn’t it seem like something out of an IKEA catalog?
3. Is it possible to run remarketing advertising on Instagram?
Yes, and everyone should use remarketing since it is one of the most successful forms of advertising.
4. What makes your ad management services superior to others?
We’ve run successful advertisements for businesses in fashion, tourism, professional services, and other industries. Here’s what makes our outcomes seem magical:
Analytical foundation forbid rigorous modifications
Split testing should be conducted objectively and uniformly.
Ad content that is effective in amplifying your value proposition
Advertisement imagery based on psychological aspects such as symmetry, patterns, and repetition, which our brains find naturally appealing
Above all, a staff that cares about your company’s success and what it takes to get there.
5. What are my choices for targeting?
Instagram maintains a very detailed dossier on each of its users. You may target people based on their age, gender, location, hobbies, device use, and other factors. To identify your perfect audience, we stack these targeted categories on top of each other like a Venn diagram.
Email marketing is a friendly and familiar method for companies and people to communicate. With timely, customized, and exciting content, our email marketing specialists can assist you in reaching the appropriate audience. We help your company improve ROI and achieve better success by using our battle-tested library of proven designs, sophisticated segmentation tools, and comprehensive dashboards.
WHY DO WE SEND EMAILS?
Everyone has a personal email address. It’s the one medium where all of your consumers may be found. Email is more popular than any social network.
Email marketing also has a far more extensive reach than social media. According to a recent study, emails are delivered 90% of the time, while Facebook postings reach just 2% of a company’s followers.
It’s not intrusive marketing; instead, individuals who signed up for your emails want to hear from you.
An email campaign’s average click-through rate is 15-20%. In contrast, banner advertisements have a 0.35 percent average click-through rate. For the same reason, email conversion rates are usually more significant than those of other mediums.
You may customize your emails depending on your email list’s demographics and behavior, such as providing a discount to entice someone back only if they haven’t bought in a long time.
All of the email addresses you gather may be utilized for social media remarketing and lookalike targeting.
It is inexpensive. The act of sending emails is very affordable.
There is no danger associated with the platform. Google’s search algorithm is subject to change. With Facebook, the newsfeed algorithm may change, or you may discover that your ad account has broken “community standards” without explanation one day. Email, on the other hand, is decentralized and based on open standards. Therefore there is no such danger.
It’s no surprise that every company seems to be begging for your email address. When done correctly, email can be a valuable component of your marketing mix.
Setup is just required once.
Choose an email marketing platform to utilize (generally, we recommend Klaviyo)
Sync data between your backend and Klaviyo.
Data analysis: Google Analytics, your CRM, and so forth.
Create an email marketing plan.
Create responsive templates for both:
Emails that remain static (newsletter, Black Friday, new product launch, etc.)
Automated emails (welcome email, abandoned cart, cross-sales, last bought more than 90 days ago, and so on)
Improve the sign-up form on your website to gather more emails.
Divide your email list into smaller lists so that communications to them are more relevant.
Maintain good deliverability by cleaning your email list.
Management every month
Create weekly emails, including text, design, segmentation, and A/B testing.
Optimize current automated emails and create new ones (body content, subject, images, timing, etc.)
Manage deliverability to increase open rates.
Cleaning a list
Nobody likes being misunderstood. Sometimes the wrong things are published about you, previous errors do not go away, or someone just has a warped motive. This is where our online reputation management solution comes into play. We assist companies, organizations, and people in gaining control of their search results to influence public opinion online.
WHAT EXACTLY IS REPUTATION MANAGEMENT?
The practice of altering search results to promote sound public opinion by optimizing numerous favorable websites such that they outrank rival negative ones is known as online reputation management.
Each interaction is divided into three stages:
Quick Wins Phase 1
We design and manage Google Ads to get swift victories at the top of search results.
The Client must provide the following information:
Initial search terms
Markets and languages of interest
Cockney will do the following:
Investigate initial keywords to discover relevant variations and narrow down the scope of target keywords.
Advise on a monthly advertising budget
Create landing pages for each language in each market.
Create ad copy
Advertisements must be launched and managed.
SEO Strategy (Phase 2)
- We analyze all of the keywords, determine which organic search results are bad, assess the competition, and provide an SEO plan to outrank them.
- The Client must provide the following information:
- biographies, hobbies, and demographics about themselves so that the material we create afterward is relevant to who they are
- What are the Client’s web properties that we can work on?
- Cockney will do the following:
- Determine and finalize the scope of your target keywords.
- Determine which search results for those terms are unfavorable and should be prioritized.
- Examine the bad websites ranking for the target keywords to determine what it takes to outrank them.
- Determine the number of new web properties that will be required.
- Provide an SEO plan to be followed up on throughout the Execution Phase.
- Phase 3 – SEO Implementation
- We handle the SEO.
Cockney will do the following:
Optimize the technological backend of the Client’s websites.
Create or edit pages appropriate for goal keywords and published on either the Clients or third-party websites.
Identify, reach out to, and collaborate with websites where we can produce and post positive or neutral material about the Client, such as blogs, social networks, vlogs, podcasts, articles, and so on.
Link building may help to boost the authority of positive or neutral websites.
Keep track of and report on keyword ranking positions by market.
How much time does it take?
An engagement typically lasts at least six months. It all relies on the number of keywords we’re targeting, the percentage of negative search results, and how well-optimized rival websites are.
WHY ARE ANALYTICS NECESSARY?
One of the most appealing features of online business is the opportunity to monitor customer behavior in real-time, provided you have the right analytics and dashboards in place on your website and for your company. It is impossible to debug your website without such data, much alone improve it for client acquisition or conversion.
Analytics may answer critical issues at various stages of a customer’s engagement with your online company.
WHERE CAN ANALYTICS BE USED TO MEASURE?
What countries are visitors coming from?
What are the age and gender distribution?
What kind of mobile device are they using?
Are particular advertisements or keywords effective?
Your website’s behavior
What are the visitors up to?
What are the most frequently visited pages and sections?
Are they having any problems?
What exactly are they putting into the search box?
Which pages take the longest to load?
How many visitors buy, join up, click advertisements, or contact us?
What items are visitors adding to their shopping carts and purchasing?
What is the conversion funnel-like, and where do people leave?
How many times did they go before making a purchase?
WHAT IS MEASURED BECOMES IMPROVED.
With this information, a company owner may fix issues with the user experience while also learning which products or content. In terms of the latter, analytics show the precise confluence of supply and demand and may influence choices regarding inventory, category growth (or abandonment), and overall company gearing. If you take analytics feedback seriously, it may help you create a virtuous feedback loop that goes from strength to strength, rather than making choices based on preconceived notions about what your company should be. There is no place to hide when it comes to analytics. The statistics speak for themselves.
- When we set up analytics, we usually go through the following steps:
- Conduct an audit of everything that needs to be tracked.
- Create your tracking code.
- Construct dashboards, segments, and reports.
- Configure filters to eliminate incorrect or spam data.
- Tracking parameters should be added to your campaigns.
- Connect Google AdWords and Google Search Console to Google Analytics to share data.
- Set up automatic notifications to notify you when essential metrics change.
- Perform data quality assurance.
- For up to two hours, teach your team how to locate, slice, and analyze data.
Because every company is unique, we customize your analytics to produce reports that answer the most critical questions. Your monthly information shall contain, at a minimum, the following items:
Year-on-year and month-on-month session growth
Session types include channel, device, language, country, gender, age, and so on.
Top search terms driving visitors to your site.
Organic search traffic to landing pages
The number of keywords from which each page receives traffic
Changes in traffic from keywords ranked by your rivals
Monitoring of backlink profiles
Depending on Cagney’s participation, we can monitor your statistics and alert you to issues and opportunities as they arise. In either case, you will always have immediate access to all of your data and dashboards.
Training or on-the-fly consulting.
We are glad to provide analytics or conversion rate improvement training or consultation. We have extensive expertise in the following areas:
- Google Analytics is a web analytics service.
- BigQuery by Google
- Google Tag Manager is a web-based application that allows you.
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