Small Business Marketing Ideas and Tips for Business Owners

As a small business owner, you have a lot of competition. There are around 32 million small businesses in the United States.

In order to be successful and beat out your competition, you must invest in marketing. The idea of creating a marketing strategy can be overwhelming and you may not know where to start.

It doesn't matter if you studied marketing in college or if you have a small budget; the tips in this article are going to help you push your company to the next level. Read on so you know what small business marketing steps to take next.

Know Your Audience

The first marketing tip is knowing your audience. Who is your ideal client?

If you're offering residential lawn care, then you'll want to grab the attention of homeowners and landlords. You'll then need to figure out where they get their information.

How are you going to get your business information to them? Find out where they hang out and what their hobbies are.

You need to put yourself in a position where you can help them solve a problem. Another example would be if your small business installs HVAC systems.

Are people in your area having a hard time keeping their homes cool in the summer? Or maybe they are having issues with high humidity levels.

You need to know this information about your audience so you can better serve them and market to them. If you're marketing a solution to a problem that your ideal client doesn't have, you'll be wasting your time.

Build a Website

The next step when it comes to a marketing strategy for small businesses is creating a website. Now it's a bit more complicated than it might sound.

You must have a working website that is easy to navigate. You don't want your clients to get frustrated and leave your site.

All the information your customers may need should be laid out in an organized fashion that is easy to read. Be sure there aren't any glitches before launching your website as well.

It's likely that there are other companies in your area that offer similar services. When someone searches for home services, you want your website to be the first one to pop up.

This requires you to do some research. You'll need to include keywords throughout your website to make it SEO-friendly. The more quality content you provide, the more traffic you'll have to your site.

Get On Social Media

It's crucial that you get your company on as many social media platforms as possible. It's affordable, but you will have to invest some time into it.

People tend to overthink social media, and while there are strategies out there that can help you grow your following; the algorithms are different for each platform. One post that gets a lot of views or likes on TikTok may not reach as many people on Facebook.

It's a lot of trial and error and figuring out what your audience likes to see. When it comes to marketing small businesses on social media, it's crucial that you don't get discouraged.

Offer Rewards

Another small business marketing tip that will help you find new customers and keep old ones coming back is to offer rewards or a loyalty program. Back to the lawn care business example, you could offer your clients half off their fifth lawn mowing appointment.

If you're installing HVAC systems, you could offer one free maintenance check a year. Everyone is always looking for a good deal and marketing rewards and discounts will grab people's attention.

Look at Reviews

As a business owner, it's crucial that you look at your online reviews and encourage your clients to leave them on all platforms. Take the time to respond to as many reviews as you can.

If someone said they had a great experience, write them back thanking them for their loyalty. This shows your clients and future customers that you care about them personally, not just about making money.

Seeing a negative review can be discouraging; however, how you handle the situation is key. Respond to unhappy clients and ask if they would be willing to speak with you offline so you can work out the issue. This shows anyone who reads the review that you genuinely care and didn't try to make excuses.

The problem could have been out of your control or it could be an issue you need to address with your staff later. You can't make everyone happy, but as long as you're doing good honest work and treating your customer's rights, you'll have more positive reviews and the negatives will fade away.

Send Emails

Our last small business advertising tip is to send out emails. This can be tricky as you don't want to send too many and annoy your clients, but you also want them to know about the services and deals you're running.

You want to send just enough to keep them engaged. Setting up an automated system to send emails out regularly can help save you some time, too.

Small Business Marketing

Whether you just opened or you've been running your business for years, creating updated and new marketing strategies can be challenging. There are so many things to think about when you're running your company and it's vital that you don't put small business marketing on the back burner.

Don't continue to struggle with your marketing plan. We work will all types of companies and our experts will help you grow your clientele. Give us a call today to get started!

Google’s E-A-T: What Is It and How Does It Impact Your 2023 Marketing Goal

Nearly 50% of consumers report turning to Google when they are on the hunt for a particular service. If your business's online presence is lacking, you could be missing half of your target audience.

Luckily, a solid organic marketing strategy can help solve that problem. Organic marketing utilizes high-quality content (e.g., blog articles) that features search engine optimization (SEO) to increase a website's Google ranking.

But how exactly do you create this high-quality SEO content? In 2023, it is critical to use Google's E-A-T guidelines to produce content search engines will love and reward with a higher ranking. Here's why.

What Are Google's E-A-T Guidelines?

E-A-T is an acronym for expertise, authoritativeness, and trustworthiness. It is an update to Google's search engine ranking algorithm that came out in 2014. Though E-A-T alone will not determine your Google ranking, it does affect it.


Expertise is defined as expert knowledge or skills. People typically have expertise in a particular field (e.g., technology). However, generalists can have expertise in many different fields.

Why is expertise important to Google? People with expertise in particular subjects can think deeply and intelligently about problems in their field.


Being authoritative means someone or something has authority over a particular skill or field. In other words, an authoritative website can be trusted to give out correct advice or information.

Authoritative content inspires, motivates, and influences people. Readers know that the author of the article is providing valuable and reliable information.


In the age of clickbait and fake news, trust is increasingly difficult to foster online. That makes honest and reliable content, content creators, and content publishers more valuable than ever before.

And building trust with your audience will not just improve your search rankings. Readers will begin to think of you as a safe source of information and services.

E-A-T and Your Digital Marketing Goals

Now that you understand the basics of E-A-T, you may be wondering: why is E-A-T so important? Here are three ways Google E-A-T digital marketing trends can impact your business marketing goals.

E-A-T Determines High-Quality Content

The number one reason Google implemented E-A-T was to weed out low-quality content. More specifically, Google wanted to address high-ranking websites that provided irrelevant or incorrect information to readers.

E-A-T intends to do the reverse: reward websites that consistently turn out correct and relevant content.

As long as a piece of content abides by the E-A-T guidelines, the Google ranking algorithm will consider it high-quality. And as we will discuss next, publishing high-quality articles on your site can improve your Google ranking.

E-A-T Impacts Your Organic Search Ranking

Search engine marketing (SEM) heavily relies on organic search. Organic searches occur when a customer types a query into the Google search box. Then, they click on one of the pages that come up under their search.

The majority of Google searchers only look at the first three results. So, how does your site get ranked in the top three results for a search query? You have to improve search engine optimization (SEO).

Publishing high-quality content that adheres to E-A-T guidelines can help you do just that.

E-A-T Can Reduce Bounce Rate

Another benefit of E-A-T that has less to do with Google and more to do with your prospective clients is bounce rate. Bounce rate refers to the percentage of people who visit your website and leave after viewing only one page.

A poor bounce rate is usually a sign of a low-quality website. As such, Google may consider bounce rate when ranking your website. But this is not the only reason bounce rate is important.

A high bounce rate means something about your website is turning away prospective customers.

Tips for Improving E-A-T on Your Site

The number one thing to do to improve your site's E-A-T is to update your content. Focus on providing trustworthy and easily verifiable information to your readers.

It is also a good idea to update content regularly as new information comes out. Keeping up with changing trends will impress not only Google but also your prospective clients.

Yet, updating the quality of your content is only the beginning. You should also consider doing the following to improve your site's E-A-T.

Publish Contact and About Pages

Blog articles are not the only kind of content to consider when updating your website for E-A-T. Google will also take into account the other pages on your site, including your contact and about pages.

Your contact page should provide trustworthy contact info. That includes but is not limited to your company's email address, phone number, and physical address. Include as many customer support points of contact as possible.

Your business' about page should speak to your authoritativeness. Include any credentials or relevant degrees members of your staff hold. You can also talk about prior speaking engagements that speak to your firm's expertise.

Check Your Facts and Cite Them

An authoritative and expert business website should have factually accurate content. If you do not have the expertise to create this type of content, it is important to hire a content creator who does.

Another way to build authority for your online business presence is to link to other high-quality sites. Always search for high-ranking, authoritative, and trustworthy sources when creating citations to achieve this goal.

Work With a Digital Marketing Firm

Google's E-A-T guidelines can be tricky to understand. And even if you do get the basics down, you still might not outrank your competitors. That is where a professional digital marketing service can come in.

Digital marketing firms are experts in Google's algorithm and SEO. They can help improve your rankings, even if your own efforts have not achieved the results you want to see.

At Optic Marketing Group, we specialize in digital marketing strategies for home services businesses like yours. We can help you design a new website from scratch or update your old one to adhere to E-A-T standards.

Optic Marketing Group Is the Partner You Need

Google's E-A-T guidelines help distinguish high-quality content from low-quality clickbait. In 2023, it is critical to creating an expert, authoritative, and trustworthy website. If you don't, your Google ranking could suffer.

Do you need help updating your business website according to SEO best practices? Optic Marketing Group is the partner you need to get it done right the first time. Contact us today to learn how we can help you E-A-T.

How to Grow Your Plumbing or HVAC Business With Multi-Media

Around 20% of HVAC businesses fail every year across America.

If you want to start an HVAC or plumbing business, you need to know how to make it succeed. You need to know what to do in order to reach your target market and bring in leads.

This is why HVAC marketing is so important. Having a digital marketing strategy can help HVAC and plumbing businesses step up their game, especially ever since 2020 occurred and businesses everywhere realized they needed an online marketing strategy.

But what is the best online marketing strategy? What do HVAC businesses need to do in order to bring in more leads and drive in more revenue?

Here’s a detailed guide on home services marketing, particularly around heating and cooling, and which kind of marketing can help propel your HVAC businesses.

Using Mass Media

If you want to grow your HVAC and plumbing business, you need to consider using mass media. You need to consider how mass media can help you reach your target market.

There are a lot of forms of mass media to consider and you want to spend your money wisely before going all-out in one particular medium.

Here’s why social media, TV, and radio can help you reach your target market and build your HVAC business.

Social Media Advertising

One of the best forms of HVAC advertising is social media. You can use social media in a lot of different forms to reach your target market.

One of the best ways to use social media is with Facebook advertising. With millions of people on Facebook, it makes it one of the best ways to promote your product or your services.

You can use Facebook advertising in multiple ways. For instance, you can do lead generation on Facebook and bring in hundreds of leads if you have an enticing lead magnet.

You can also use Instagram advertising that has the same strategies as Facebook. You can use it for lead generation or you can use it for conversion campaigns.

This is a great way to introduce your services and how they are valuable to your customers.

You can also try social media advertising when it comes to Twitter, LinkedIn, Tik Tok, and other forms of social media.

TV and Radio Advertising

If you want to extend your advertising beyond social media, you can also try TV and radio.

You can either pay for 30-second-commercial spots. It can also cost a lot more if you want to advertise during sports specials like the Super Bowl.

If you want to advertise on the radio, it just depends on the size of the audience and the location of where you’re at.

However, the same principles apply when you advertise on TV and radio as it does with social media.

You have to find your target market and figure out how to reach them. You have to understand their problems and see how you can help them.

This may mean you have to try and see what kind of copy is the best for your audience. You have to see what advertisements perform the best in your market.

Ultimately, there are a lot of ways to advertise in the mass media, but you have to figure out your budget and the best ways to reach your audience. You have to see what performs the best.

You don’t want to spend thousands of dollars on advertising and not realize what works. Find out what advertising platform is going to do the best for you and stick with it.

The Benefits of HVAC Advertising

When you do find what mass media advertising platform works the best for your HVAC or plumbing business, you’ll see how the benefits that come with it.

One of the best benefits is that your business will be more profitable. You’ll bring in more leads for your business, which can help drive in more customers.

Another benefit to consider when you’re advertising is you’re seeing what your target market is interested in with a particular season. You’re seeing if they need heating during the winter months or work on their AC during the summer months.

This can help give you an idea of what you need to advertise during the year. You have an idea of what people are looking for during the year and how to build trust with them.

Another benefit to consider with HVAC advertising is that you’re extending your reach as a business. You’re not just reaching people in your local area, you’re reaching people throughout the United States.

If you have the capacity and capability of working with people in a certain range, you can use mass media to help you reach those people in that range.

You don’t have to rely on foot traffic to get you the customers you want. You can advertise online or on TV to help reach people that may be 100 miles or farther away.

Now You Know How to Step up Your HVAC Marketing Game

When it comes to creating an HVAC marketing strategy, it can be challenging. You may feel overwhelmed by all the choices you make in marketing.

This guide gives your HVAC or plumbing strategy the confidence you need to make the best choice. You have an idea of what mass media advertising can do for you and how it can help bring in more revenue.

If you have more questions about HVAC or plumbing marketing, you can contact us here.

Here’s Why You Should Stop Googling Yourself

It seems harmless. You own a business, and you want to find out how your digital marketing efforts are paying off. The next logical step?

Googling yourself, of course! What could go wrong?

As it turns out, quite a bit could go wrong. By searching for yourself online, you make your SEO and ads less effective. It’s a total bummer if you’ve just spent half your marketing budget trying to get your rankings up.

Keep reading to find out why you should resist the urge to google yourself and how else you can safely monitor your rankings. The best part? You already know how!

Googling Yourself Is Inaccurate

Whether it’s YouTube videos, social media, or Buzzfeed articles, we’ve all fallen down internet rabbit holes before. You know, the type where a minute of searching on your mobile suddenly turns into a lost hour?

Well, googling yourself is no different. And as an HVAC business owner, you’ve got better things to do than waste your time with one-off, inaccurate Google results that give you no usable information.

At best, you will discover that based on your personal search history and Google’s profiling, you’re number one in the rankings. Not that useful if you’re searching from your office PC in the exact location listed on your Google My Business page.

At worst, you’ll not show up at all. And you’ll then spend an hour looking at competitors who seem leaps and bounds ahead of you with their SEO.

It’s important to remember that the rankings you see are NOT the rankings seen by everyone else. Your search results are tailored to you. As a result, googling yourself doesn’t give you the big picture. It just gives you an (often misleading) indicator of your performance based on narrow criteria.

There Are Better Metrics Out There

Thinking that you are googling your business to ‘see how things are going’ is about as sensible as trying to buy pet food from your favorite ice cream place.

To find out how things are going, you need to look at your KPIs. You’ve got access to your analytics dashboard, and your sales performance through your marketing agency who can provide these stats for you. These should be the main indicators of your performance and how well your campaigns are paying off.

Beyond that, tracking your conversion rates, click-through, and inquiry volume will provide data that drills into your success rate. Search isn’t everything. What use is ranking as number one if your lead volume has dropped through the floor?

Rather than being hellbent on securing the top spots, take a holistic view of your digital marketing. Yes, SEO is important for small businesses and will help your ranking. But so is your content strategy and the CTA’s on your site. If in doubt, a professional marketing agency like Optic Marketing Group can make sure you’re looking at the whole picture.

You’re Not the Customer

Ever discovered that you rank for a keyword that you didn’t plan for? It happens! Your prospective customers aren’t always googling the way you expect.

After all, you have years of experience in the field and know all the terminology/jargon inside out. Your prospects, on the other hand, are at the beginning of the journey.

Google estimates that 15% of their search volume is unique. That equates to around 500 million searches a day that Google hasn’t seen before. This means there are going to be new search terms thrown up constantly. Searching for the term, you think your prospects will use is useless. You need actionable insights that will help improve your targeting.

Searching for Yourself Online Has Negative Impacts

One of the worst effects of googling yourself is that you sabotage your online presence by trying to monitor it. Clicking on your PPC ad is the equivalent of emptying your wallet and donating it straight to the search engines. And even if you don’t click, you’re going to create an impression which skews your performance stats.

Plus, when ads appear but aren’t clicked on, they’re shown less overall, and the cost goes up. Meaning fewer genuine prospects will see your ads, and you’ll pay more for the same level of visibility.

The effect on organic rankings is less powerful but still shouldn’t be ignored. Clicking on your website could artificially inflate your visitor numbers. Whilst clicking on competitor links gives Google the nod that these are useful sites, so they’ll rank higher in the future.

Googling Yourself Doesn’t Reveal Your Position in the SERP

Back when Google was just an infant, googling yourself made sense. Their search criteria were simple, and there was less content on the web, so your search position was relatively static no matter who was searching.

Today, it’s a lot more complex. The search engine results take into account many factors to determine which pages you’re shown and when you see certain ads. Your result is different from your boss’s result, even if you use the same search query.

Here are some of the factors affecting SERP:

The device you’re using; mobile searches see different results to web searches and so on

Searching with voice assistants like Alexa and Google Home

Your physical location, which is determined by GPS or your devices IP address

Being logged into a Gmail account

Past search history

The search engine used, Google, Yahoo, and Bing, have different algorithms that affect the results you see

Googling yourself won’t reveal which factors are affecting your performance—but using SEO management tools will. With tools like Google Analytics, you can see which devices are used, where your prospects are searching from, and more.

Stop Googling Yourself and Test Your Rankings Professionally
Googling yourself is a fruitless exercise. It won’t reveal much about your position in the rankings, but it could lower your performance. And who would want that?

Get in touch with Optic Marketing Group, your full-service marketing agency today if you want to get a handle on your rankings and stop googling yourself for good!

What Home Services Business Owners Should Expect From SEO

What Home Services Business Owners Should Expect From SEO

Did you know that home services business owners can benefit from running an effective SEO campaign? Here's everything you need to know.

Keyword(s): Home Services Business Owners


Only about 30% of businesses have an SEO strategy, yet more people are using the search engine to answer their questions.

So what does this tell you? This means that if you are not using SEO, you will get outcompeted by 30% of businesses using it.

This is especially true for home services business owners, who need to be relevant in front of their target audience. That's why a solid SEO campaign can help you get thousands of targeted visitors from your location. Keep reading to learn what you should expect with this marketing strategy.

How Long Should SEO Take?

This is a long-term discipline that requires ongoing short-term strategy and execution. Whether you are using an SEO agency or an in-house team, you must be psychologically prepared to wait several years. You should anticipate knowing the following:

  • What landmarks are ahead
  • Which measurements and KPIs will be shown
  • Communication and input requirements for the process

It is inappropriate to anticipate or make promises about how long it will take to achieve certain goals. Skilled SEO specialists should provide you with realistic expectations based on their strategy. Every month, they should show you improvements in keyword indexing, backlinks, and a rise in traffic.

What Does a Successful SEO Campaign Look Like?

SEO success may take on various shapes. If your purpose is to drive visitors to your site, then thousands of viewers per month may accomplish that goal. However, if only a couple of people purchase your product, then you may find that your campaign has failed.

Remember that ranking for targeted keywords for conversions is different from just getting viewers to read a blog. It's vital to express your goals to your SEO team and ensure proper communication throughout the whole process.

What is Bad SEO?

Bad SEO often comes from a lack of transparency and unrealistic expectations. Before starting this endeavor, you should have a clear picture of these components:

  • Time
  • Money
  • Target performance criteria
  • Means required to attain the results

If any of these elements are unclear from your SEO team, you should be concerned. Stop the campaign and fix the issue before investing extra time and money.

Providing Value

People in the middle of a crisis will be anxiously searching for solutions. They are using Google to find their answers. Your SEO marketing strategy should focus on providing value and solutions to the user's inquiry.

Do you know what questions your clients are now asking? Provide these insights to your marketing team, so they can make you an authority in that field. After all, genuine SEO should focus on offering internet users accurate information to fix their problems.

Local SEO

Your business will thrive on local customers. Local SEO must be improved for home service contractors to convert leads. It helps your target audience locate your company and pick you for the service they need in the following ways:

  • Let mobile phone users find your company using directories
  • Get discovered on Google and Apple Maps
  • Increase organic ranks in SERP and local map listings

Did you know that only approximately half of your competitors employ local SEO? This implies that by using this tactic, you'll be ahead of almost half of your competition.

SEO Keyword Analysis

Keywords are phrases that users enter into a search engine to locate relevant results. If Google's search algorithm finds these terms on your website, your page will appear higher on the SERP. This allows the user to see you on the search.

Using keywords with high traffic and low keyword difficulty (KD) is vital. A low KD means the keyword is easy to rank on the first page. Usually, SEO specialists will use tools like Ahrefs, SEM Rush, and Yoast to help them find these keywords.

Quality Content

On average, a blog that ranks well will have around 2100-2400 words. This is mainly because more keywords are indexed, and various information is used to establish it as an authority. A solid SEO blog should have internal links, external links, and an excellent readability score.

The content should have short paragraphs, be easy to read, and contains headings. It should also be entertaining, informative, and free of grammatical errors.

Avoid Black-Hat SEO

You've likely heard of terminology such as "white-hat" and "black-hat" SEO. Black-hat SEO techniques can lead to a significant increase in exposure in the short term. However, you will eventually get penalized by the search engine.

It can get to the point where the website cannot be salvaged, and you will have to start from scratch. Popular black-hat techniques include:

  • Keyword stuffing
  • Purchasing links from websites with low authority
  • Sneaky redirects

Before going with an agency, ask them where they get their backlinks and the credentials of their writers. Also, inquire about the tools they use to find keywords and how often they plan to implement them on the site.

Whitehat SEO is the legitimate way of ranking your website. These agencies get backlinks through networking with high-authority websites. Their writers are all from the US and are also industry experts.

Google My Business

Regarding local SEO, Google My Business should be in your marketing guide. This free service allows you to submit vital information when local prospects search for your services.

You may begin by entering your URL and company name. It also allows you to add extra details about your firm, such as:

  • Business images
  • Telephone number
  • Videos
  • Business time

You can use the Google My Business page to reply to customer inquiries and reviews. You can also send and receive direct messages. This lets you communicate with other users and share events, deals, and valuable posts.

Web Design

You should ensure that your website is current, quick, and easy to access. Remember to incorporate SEO titles, meta descriptions, calls-to-action above the folds, and more. Moreover, high-quality pages should follow the acronym EAT (Expertise, Authority, and Trustworthiness).

The website should take less than six seconds to load. If it takes longer than that, you risk elevating the bounce rate, which can hurt your SEO. Make sure there are no broken links or redirect issues that can damage the user experience.

SEO for Home Services Business Owners

Any home Services Marketing (HVAC, Electricians, Plumbing, Lawn Care) should focus on local SEO. That should entail targeting customers near your location. Not only that, a full-service marketing agency should offer realistic expectations and transparency.

This is vital because SEO does take a lot of time and money. For any home services business owners who need assistance with their marketing campaign, we can help. Check out our diagnostics page to see how your business is listed.

Not All Backlinks Are Black Hat SEO

Not All Backlinks Are Black Hat SEO

Buying backlinks is part of a black hat SEO strategy. Keep reading to learn more about this questionable marketing technique and its alternatives.

Keyword(s): Black Hat SEO


In the US alone, there are millions of websites vying for attention and the best search engine rankings. This can lead to some questionable practices, such as buying backlinks as part of a black hat SEO strategy. While this technique may seem attractive in the short term, it is important to understand how this practice can be damaging in the long run.

Regarding backlinks, there are two main types: white hat and black hat. White hat SEO techniques focus on creating valuable content and earning links naturally. Black hat SEO techniques involve buying or exchanging links. This is done for the purpose of manipulating search engine rankings.

In this blog post, we will discuss the pros and cons of black hat SEO backlinks. We will provide some alternatives for businesses that want to stay within Google's guidelines.

Read on to get well acquainted with the right way of managing search engine tactic marketing.

Backlinks: What Are They & Why Are They Important?

Backlinks are links from one website to another and they are an important part of SEO. Having quality backlinks helps a business rank higher in search engine results.

This means that when customers search for relevant keywords, your business has the chance to appear on the first page. Thus, increasing visibility and potentially driving more traffic and leads to your site.

When it comes to backlinks, quality is key. Google looks for links from authoritative websites with relevant content and domain authority. The higher the domain authority of a website linking to yours, the better it will be for your SEO ranking.

That's why businesses often try to get backlinks from influential blogs or news outlets in their industry. These are good indicators that your website has valuable content worth sharing.

However, not all backlinks are created equal. One way businesses try to manipulate search engine rankings is by buying or exchanging links. This practice is known as black hat SEO.

This could have negative consequences for a business's website if Google penalizes them for using such tactics. Buying links also means you are missing out on the value of organic links. Those are earned naturally by creating high-quality content that other websites and bloggers link to.

Black Hat SEO vs. White Hat Backlinks

Black hat backlinks are any links that are bought, exchanged, or manipulated in order to artificially increase a website's ranking. These links do not provide authentic value and can harm your SEO efforts.

On the other hand, white hat backlinks involve earning links naturally. This is done through content marketing, guest blogging, and link-building strategies. For example, linking out to relevant content on other sites.

Earning links this way is sustainable and helps build relationships with influential websites.

Moreover, white hat backlinks are the only ones that will be counted toward your SEO ranking. Google has strict guidelines against manipulative link-building.

They can penalize websites for using black hat SEO techniques. It's important to stay within their rules when creating backlinks.

Outsourcing White Hat Backlinking Is Not Considered Black Hat SEO

When it comes to white hat backlinking, many businesses outsource their link-building efforts due to a lack of time or resources. This is not considered black hat SEO as long as the process respects Google's guidelines.

In fact, outsourcing such tasks can be a great way to ensure your website gets enough quality backlinks without breaking any rules.

The key is to find a reputable and experienced backlinking service provider.

Someone who follows link-building practices, like researching the right keywords for your industry. You must be creating content specifically tailored for each website you want to get linked from.

When outsourcing white hat link building, be sure to ask the company about its processes. Find out if they use any black hat techniques or if their link-building practices are compliant with Google's guidelines.

It's also important to make sure that the backlinks you buy are from high-quality sites and not spammy ones, as this can hurt your SEO ranking.

By following these tips and staying within Google's guidelines, you can build a link-building strategy. You can do it without resorting to black hat techniques.

Doing so will help you increase your website's rankings. And by consequence, establish yourself as an authoritative source in your industry.

How to Get Quality, Authentic & Reliable Backlinks On Your Own?

It is not always necessary to outsource backlinking services. Instead, you can get quality backlinks on your own.

To do this, start by creating content that engages readers and offers real value. Make sure to add relevant keywords in the title and body of the article so that it can be found easily online.

In addition to this, look for websites or blogs related to yours that already have a good amount of authority and traffic.

Reach out to them with an authentic message requesting if they would like to link your content on their website. This will help boost your SEO ranking as well as build relationships with other websites in your industry

Finally, establish yourself as an expert in your field by actively joining conversations on social media and participating in relevant forums. This will help you build credibility and attract people to link to your website.

Backlinks Done Right

While buying backlinks is an easy, fast way to increase a website's ranking, it doesn't come without risks. Not only does Google frown upon this practice, but such links can also hurt your SEO ranking. Black hat SEO is not the way.

This is true if they are from low-quality sites or sources that don't align with the content on your page.

On the other hand, white hat link-building is creating high-quality content and reaching out to websites in your industry.

Not to mention, actively engaging on social media can help you build long-term relationships with authentic sources that will boost your SEO rankings sustainably. Get in touch with us if you'd like to ensure that your marketing is done right.

Why Mobile Device Targeting Is Important for Home Services PPC Campaigns

Why Mobile Device Targeting Is Important for Home Services PPC Campaigns

Device targeting is a great way to run the most successful PPC campaign. Here's everything you need to know about mobile device targeting.

Keyword(s): PPC Campaigns


As important as advertising is in our economy, most people are still amazed when they find out how vast the market for advertising agencies is. Even if you look only at digital advertising agencies, the United States alone has a market that generates more than $31 billion in revenue every year! More than 101,000 people around the country work in more than 8,000 digital advertising agencies.

Of course, not all of these agencies achieve the same results. In particular, many agencies fail to make the most of PPC campaigns by neglecting the importance of targeting devices.

Mobile device targeting is essential to achieve the best advertising results possible. But what is so great about mobile device targeting during PPC campaigns?

Read on to learn all about the most important reasons to prioritize mobile device targeting in your next campaign!

Reach More Users With Mobile Digital Marketing Tips

In the past, it was common wisdom that you could ignore mobile device users. On the one hand, this was because so few people used mobile devices. Even those that did use them tended not to use them to buy products or services.

However, this kind of conventional wisdom inevitably changes as circumstances evolve. These days, many people use their mobile devices as the primary way they access the internet.

As a result, huge numbers of potential customers will never see your campaigns if you do not target mobile device users.

If you have not been targeting mobile device users, then starting to do so can do more than simply double the number of potential people who see your advertising campaigns. When it comes to advertising, the idea of low-hanging fruit is often informative. If you have been advertising the same way for a while, there is a certain sense in which you have already plucked most of the low-hanging fruit that is accessible via that advertising method.

Starting a new advertising campaign that uses different techniques is the perfect way to access untapped groups of potential customers. Once you have spent some time plucking the low-hanging fruit in the direction of device targeting on PPC campaigns, you can then use a more balanced approach that combines all of your most successful advertising methods.

Enjoy a Flexible PPC Marketing Campaign

One of the great advantages of mobile device targeting is that it allows you to adjust your campaign quickly. These days, there are plenty of tools that will track the way that mobile users respond to PPC ads. Depending on how people are reacting, you can adjust your campaign for maximum efficiency and results.

For example, you might notice that your PPC ads generate positive responses during certain times of the day more than others. If there are times of the day when your ads do not generate any results at all, then you can stop wasting time on running them during those times.

This same basic principle applies to a wide variety of responses. With the right tools, you can even automate adjustments so that your campaign continues to aim at the highest efficiency possible.

Adjust Your PPC Marketing Based on Demographics

The more experience people have with advertising, the more they understand the importance of using different ads for different people. There is no such thing as the perfect ad for everyone. Rather, different people respond to different messages.

Using mobile device targeting can allow you to present different messages to mobile users from different demographics. For example, the kind of message that appeals to an older man might not be the same message that appeals to a younger woman. You might also make use of click-to-call ads while targeting mobile users.

In general, mobile users are often younger. That means that the kinds of ads you will show during mobile device targeting in a PPC campaign might be different from the ads you show using other advertising channels.

Use Device Targeting Based on User Behavior

These days, there is a lot of data about how people behave on their phones. As amazing as it may sound, tiny pieces of data can provide a detailed picture of mobile users.

This kind of data can then help advertisers send ads to the people who are likely to be interested in them.

In some ways, this is the main problem with advertising. People like ads that help them find the goods and services they want. But they find ads annoying when they are uninterested in what they have to offer.

Using user behavior data can allow you to predict which mobile device users could be potential customers. Then, you can show more ads to people who are happy to see them. That will also allow you to annoy fewer people with unwanted ads.

Maximize Your PPC Marketing Efficiency

Careful mobile device targeting increases PPC campaign efficiency. It costs a certain amount of money to show an ad to 1,000 people.

Without careful targeting, most of those ads will go to people who do not want to see them. With mobile device targeting, you can get more bang for your buck.

All of these advantages will be enhanced when you work with the right advertising agency. Consider looking at reviews online to help you find the best company for your situation.

Understand the Importance of Device Targeting in PPC Campaigns

As powerful a tool as device targeting often is, it is even more important in PPC campaigns. When you want to achieve the best results for your home services advertising campaigns, it helps to find options that can interact with potential customers as unique people. If you have not seen the results of mobile device targeting in your campaigns yet, it is worth seeing them for yourself so you can decide how much to emphasize device targeting in future campaigns.

To learn more about how to find efficient marketing services, reach out and get in touch with us here!

Fake Google Business Page Requests On The Rise

Fake Google Business Page Requests On The Rise

Fake Google Business page requests are steadily on the rise. Here's everything you need to know along with how to avoid them.

Keyword(s): Fake Google Business Page Requests


In the US, online fraud has reached an all-time high, with fake Google Business page requests being one of the latest scams. In short, criminals are sending out automated messages to businesses claiming that their business is not correctly listed online and can only be updated by providing certain personal information or payment for services.

However, some unscrupulous individuals are sending out fake requests in an attempt to steal personal information or hijack your account.

In this blog post, we'll tell you everything you need to know about these fake requests and how to avoid them!

Read on to discover more about business page requests and other related topics.

The Value of a Google Business Page

Google Business pages can be a great way for businesses to manage their presence on the web. In fact, it's one of the greatest ways to ensure on-foot traffic gets to your business and not to another. You might have competitors near you, but Google Business can ensure you stand out.

It allows them to quickly and easily create a listing that appears in Google search results. Thus, giving potential customers easy access to information about their company.

Moreover, businesses can also use Google Business pages to create ads and promotions. They can also track analytics about the performance of those ads. As such, it's a special service that many businesses rely on.

Also, Google Business pages are incredibly secure and encrypted. Thus, ensuring that all customer data is safe from malicious actors. The best thing about Google Business is that you can change your information and keep the potential customer updated over time.

Fake Google Business Page Requests

Unfortunately, there have been an increasing number of fake requests for Google Business pages in recent years. These phony requests are usually sent via email or text messages and may appear to be from a legitimate source such as Google.

They often ask for personal information like usernames, passwords, or credit card numbers in order to verify the account.

The malicious actors behind these fake requests don't intend to create an actual page. They steal personal information or gain access to your accounts.

They may even use the stolen information to attempt identity theft or financial fraud. In addition, they could also hijack your account and make changes on your behalf of you without your knowledge.

Moreover, fake Google Business page requests may also contain malicious links that can infect your computer. These links may even redirect you to phishing websites that attempt to steal your personal information.

How to Avoid Fake Google Business Page Requests

Fortunately, it's straightforward to spot and avoid these fake requests. Here are a few tips:

  1. Always check the email address or phone number of the sender. Legitimate Google services will always come from a or domain.
  2. Look for typos or misspellings in the message. Fake requests often contain errors that would never come from a legitimate source.
  3. Don't click any links or attachments in suspicious emails. Legitimate Google services will always link to the official website, not third-party sites.
  4. If you're ever uncertain about a request, contact your local Google Business support team before proceeding. They can confirm whether it's genuine or not.

By following these simple tips, you can easily avoid fake requests and keep your business information safe and secure!

How to Establish Proper Google Business Page Ownership?

Establishing proper Google Business Page ownership is essential for businesses to ensure that their online presence is safe and secure from malicious actors. As such, it's important to understand the best practices for setting up and managing a Google Business page.

The first step in establishing proper Google Business Page ownership lies in verifying your business identity with Google. This process involves proving the existence of your company by providing evidence that you or an authorized representative owns the business in question.

To do this, you need to provide official documents such as tax forms or utility bills with your business address listed. Once verified, you will be able to access more advanced features on your profiles as creating ads, tracking analytics, and more, as well as adding additional people to your profile.

The next step is to set up a secure login for Google My Business. This requires setting a username and password that must meet certain criteria to be accepted.

Make sure you create a strong, unique password with at least eight characters, including uppercase letters, lowercase letters, numbers, and symbols, and store it in a safe place.

Keep in mind that if multiple people are managing the account, each one should have its own separate login credentials.

In addition to this, you can also increase security by adding two-factor authentication (2FA). This feature adds an extra layer of protection by requiring users to enter a code or answer an additional question in addition to their password when logging into the account.

By following these steps, you can establish proper Google Business page ownership and protect your business online presence!

Fake Google Business Pages Avoided

In conclusion, fake Google Business page requests are on the rise and should be taken seriously. It's important to be alert when receiving any such requests. They could contain malicious links or personal information that can be used for identity theft or financial fraud.

By following the tips outlined in this article, you can easily spot and avoid these fake requests. You can protect your business information. Get in touch with us to make sure don't get fooled by fake requests.

SEO: 7 Failproof Techniques to Boost SEO in 2023

SEO: 7 Failproof Techniques for An SEO Boost in 2023

To be successful, your business needs to be able to stand out from the crowd. Here are seven failproof techniques for an SEO boost in 2023.

Keyword(s): seo boost


Despite its proven impacts, only 63% of businesses invest in an SEO strategy. If you take steps toward an SEO boost, you're already setting yourself ahead of the competition.

Here, we're going to talk about how you can optimize your SEO in 2023 to make an impact. Read on for some of the most basic things that you need to do if you want to stand out.

1. Perform Competitor Research

Competitor research, also called competitor analysis, takes place when you identify and look into competitor content. This lets you know what your direct competition is doing right so you can emulate their success. It also tells you the ways that their websites are lacking so that you can rise above them.

Competitor research is a simple step-by-step process. All you need to do is:

  • Choose the services/products that you want to evaluate
  • Find your direct competitors that operate within the same area and sell the same services
  • Determine indirect competitors and examine replacement competition
  • Decide what parts of the competing business are worth looking into
  • Research every competitor you identify with Google Analytics and professional assistance
  • Document your findings with text, charts, and graphs
  • Determine what areas you can improve
  • Implement necessary changes

This is pretty easy and can go a long way when making a name for yourself in a specific industry.

2. Use Local Keywords

46% of Google searches are made by those looking for local information. To reach this wide audience, you're going to need to optimize for local keywords.

Local keywords are those that somehow incorporate your service area into their body. Many people use "near me" searches. For example, a Chinese restaurant might optimize for "Chinese food near me" or "chow mein near me."

This is extremely effective since over 50% of these "near me" searches result in a physical visit.

Other local keywords might incorporate the area you service. Examples would be "Tampa Chinese restaurant" or Tampa FL chop suey." People will find you if they are searching for food in this specific area.

You also should claim your Google Business Profile so that you show up in the right "near me" searches. This means inputting your address and business information so people can access it via GPS. Devices with GPS signals near you will pick up your business as local and show it to consumers.

3. Consider Long-Tail Keywords

Keyword research is always important for SEO. You can use tools like SEMrush's Keyword Magic tool to find keywords and phrases with a high search volume (SV) of 100+. Just make sure that the keyword difficulty (KD) is 80 or lower so that your content actually has a realistic chance of being #1 in SERPs.

Local keywords are no exception to this. Neither are long-tail keywords.

Long-tail keywords, sometimes known as long-firm keywords, are extremely specific. They're usually much longer that more common keywords, which gives them their name.

For example, instead of "Tampa Chinese food," a long-tail keyword might be "beef with broccoli lunch special in Tampa Florida."

These keywords get less traffic from Google than other common ones. However, they are generally far less competitive. Because they're easier to rank for, they actually show your content to interested parties.

Long-tail keywords are especially great for businesses that sell more niche services. People looking for these businesses will be more specific in their queries so that they can find exactly what they want. Long-tail keywords help you find your exact target audience for more search-to-sale conversions.

4. Take All Link-Building Opportunities

Link building is an important part of any SEO strategy. Inbound links drive traffic from other websites and social media. Outbound backlinks establish connections between you and other reputable sites so that Google crawlers see your worth.

Purchase guest post packages so other websites link to you organically within their content. Link to your landing site on social media and in online reviews. Take those from your Google Business Profile to an "about" section on your website.

The bottom line is that you should grab any link-building opportunity that you identify.

5. Partner With Other Businesses

Seeking partnerships with other businesses is a great way to boost SEO in 2023. Choose companies that share a target audience with you but are not your direct competitors.

You can include backlinks to each other within your content. You might also offer joint promotions encouraging people to work simultaneously with both businesses.

You also want to reach your audience on social media, which means forming partnerships with influencers. These influencers will already have large follower bases that they can advocate your brand to. When they link to you on their sites, you'll get more inbound traffic from interested people (assuming that you choose an influencer with the right target market).

6. Optimize Social Media

Using a variety of social media platforms is another great way to boost your SEO. You can create pages and promote them to your target audience so that you get a wide follower base. Upload links to blog posts and other content a couple of times a week to stay fresh in people's brains and get traffic.

Social media can also help you make an impression. You can create an engaging and friendly brand voice that people relate to. This demonstrates that your business is of a high caliber and should be pushed up in SERPs.

7. Create Visual Content

Videos. Images. Infographic content.

Because humans process visual information 60,000 times faster than text, multimedia content is essential when getting people to remain on your page. Additionally, videos get 1200% more shares than other content, which will boost your inbound traffic and visibility.

Make sure that you incorporate visuals into all of your marketing channels. Embed videos into social media posts and link to infographic content on your landing page. This appeals to both consumers and to indexing bots (since you'll be getting more clicks).

Give Yourself an SEO Boost Today

An SEO boost can gain your business visibility and traffic in 2023. This a fundamental for those looking to get leads and make conversions. Now that you know how to boost SEO strategies in the coming year, it's time to begin optimizing your website.

Optic Marketing is committed to helping your business shine both on-page and off-page. Our experts will use professional knowledge and tools to ensure your business can thrive. Contact us to learn more about our services and what we can do for your specific needs.

SEO: Massive SEO and Content Shifts You Need to Master Right Now

SEO: Massive SEO and Content Shifts You Need to Master Right Now

Making proper use of SEO and content for your website requires keeping up with current trends. Here are SEO and content shifts you need to master today.

Keyword(s): SEO shifts, content shifts


It is no secret that SEO is in a state of flux. Google is constantly changing its algorithms, which can drastically shift the playing field for businesses and marketers trying to stay ahead of the curve. In addition, new technologies, developments, and content shifts are emerging all the time that can impact SEO strategy.

To make matters even more complicated, the way people search is changing. With the rise of voice search and the increasing use of mobile devices, businesses need to adapt their SEO strategies to account for SEO shifts.

The good news is, there are a few key things you can do to stay ahead of the game and make sure your SEO strategy is on point.

How SEO Works

The purpose of SEO is to earn more web traffic from Google by improving the site's rank in search results. This, in turn, makes the site more visible overall. There are two main types of SEO.

On-page SEO refers to the optimization of a websites content and structure to make it more visible to Google. Off-page SEO, on the other hand, refers to the optimization of a websites backlinks and presence on social media and other websites.

Both on-page and off-page SEO are important for achieving good visibility in Google search results. However, with the ever-changing algorithms, it can be difficult to keep up with the latest SEO trends and know which strategies to focus on.

To help you out, weve put together a list of some of the most important SEO and content shifts you need to be aware of right now.

The Rise of Voice Search

With the increasing popularity of digital assistants like Siri, Alexa, and Google Assistant, voice search is becoming more and more common.

This shift has major implications for SEO. First, it means that people are using more natural language when searching. This means that businesses need to optimize their content for long-tail keywords that are more conversational in nature.

Second, voice search is often used on mobile devices. This means that businesses need to make sure their websites are mobile-friendly and easy to navigate. Otherwise, theyre likely to lose out on potential customers.

The Growth of Mobile

Speaking of mobile, the number of people using smartphones and tablets to access the internet is growing at a rapid pace. So much so that Google has announced that it will be changing its algorithms to favor mobile-friendly websites.

This shift highlights the importance of having a responsive website design that can adjust to different screen sizes. In addition, businesses need to make sure their website loads quickly on mobile devices and that their content is easy to read on a small screen.

Finally, since people are often searching on the go, its important to make sure your website is optimized for local search. This means including your city, state, or region in your keywords and making sure your business is listed in local directories.

The Increase in Visual Content

People are increasingly drawn to visual content like videos and infographics. Many consumers would rather watch a video about a product than read about it.

This shift highlights the importance of creating engaging visual content that can help capture attention and communicate your message more effectively. In addition, since YouTube is the second-largest search engine, businesses need to make sure their videos are properly optimized for SEO. This means including keywords in the title, description, and tags.

The Importance of Social Media

Social media platforms like Facebook, Instagram, and Twitter are not only for sharing photos and talking to friends they're now integral aspects of SEO.

This is because Google takes social signals into account when ranking websites. This means that if your business has a strong social media presence, its more likely to rank higher in Google search results.

Outside of Google and traditional search engines, some users, particularly the Gen Z audience, turn to platforms like Tiktok and Instagram first to search for products and services. This means businesses need to make sure they have a presence on these platforms as well.

Master Local SEO

As mentioned before, local SEO is becoming more important as people are using their mobile devices to search for businesses while they're on the go.

To ensure your business shows up in local search results, you need to make sure your website is optimized for local keywords. You should also include your city, state, or region in your keywords. In addition, your business should be listed in local directories like Yelp, Google My Business, and Bing Places for Business.

To further improve your chances of ranking in local search results, you can also create content thats specific to your city or region. For example, if you're a restaurant in New York City, you can write blog posts about the best places to eat in the city or create videos about the local food scene.

Get Intimate with User Intent

In order to create content that ranks, you need to understand user intent. User intent refers to the reason why someone is searching for something.

There are four main types of user intent:


The user is looking for a specific website or page. For example, they may type in Facebook into Google.


The user is looking for information about a topic. For example, they may type in how to tie a tie into Google.


The user is looking to buy something. For example, they may type in best running shoes into Google.


The user is looking for information to help them make a purchase decision. For example, they may type in Nike vs. Adidas into Google.

If you can understand the users intent, you can create content that better meets their needs and ranks higher in search results.

SEO Shifts and Content Shifts for HVAC Businesses

These are just a few of the major SEO shifts and content shifts that all businesses need to be aware of. HVAC businesses competing on a local landscape need to focus on local SEO. Make sure you are listing your company in all of the relevant directories and that your website is optimized for local keywords.

As the digital landscape continues to evolve, its important to stay up-to-date on the latest SEO and content trends. Contact us to begin mapping out your new SEO strategy to capture more of your target audience.