Author: Marketing

Welcome to Practice Marketing Center’s Coffee Break Marketing System

If yours is a solo or small firm, the Practice Marketing Center is the place for you. Owners, rainmakers, and entrepreneurs in consulting services, legal services, accounting and financial services, healthcare, coaching and other professional services industries, rely on the Practice Marketing Center for tips for top tools, skill training, and recommendations to achieve the edge and total competitive...

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How to Blog about Your Professional Services

Blogging has always been a great way to share your expertise and professional insights with your online audience. Now that search engines like Google are placing a renewed emphasis on fresh, relevant content in their search results, however, maintaining an active blog is also becoming an essential element of a successful inbound marketing campaign. By providing Google’s bots with an active feed of fresh blog posts containing quality content and relevant keywords, you’ll give your practice’s website a significant boost in the search engine results. You’ll also provide new and existing contents with usable tips and tools that they can use while evaluated your services while establishing yourself as a leading voice in your professional niche. The best way to get started is to create a realistic game plan that includes the types of topics you want to focus on, the frequency of your posts and the primary keywords that you want to target. By setting up a simple editorial calendar for your blogging campaign, you can easily track your blog’s progress and ensure you’re creating the right kind of fresh content. Suggested Exercise: Spend some time creating a clear and consistent strategy for your blog. Begin by identify the primary keywords that you want to build content around for SEO purposes. There are tons of great tools and resources available for keyword research, but the best place to...

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Catering SEO Copy to the Online Buying Cycle

Much of SEO is about improving the visibility of your site. Unfortunately, some have misunderstood this and believe that this is the only goal of SEO. It’s important to recognize that SEO and sales are closely related. Your site should not only be optimized for the search engines, it should be optimized for your visitors. One of the most important elements is the connection between SEO and the online buying cycle. It’s a mistake to think that all internet searches are conducted by the same kind of user, and that they all have the same likelihood of clicking on an ad or buying a product. Thankfully, most of your traffic belongs to one of three categories: interested, researching, or buying. A good site targets all three types of users, but treats them differently. Interest Take a close look at your keyword list and try to identify those that indicate a general interest in the subject. These keywords tend to be fairly broad. They tend to be either academic or entertainment seeking. These are the users looking for “latest news” and “funny clips.” They have no immediate interest in buying something, and shouldn’t be treated as though they do. Why target these readers at all? Several reasons. Users who find your content interesting or entertaining are more likely to subscribe to your site, share it on their social networks, link...

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Nail Your Target Demographic with Long Tail Keywords

When you are using your online presence to promote a niche service in your practice marketing campaign, incorporating long tail keywords is one of the most effective on-site SEO tactics for attracting potential clients would use when they are further along the buying cycle. These three to five word phrases are not searched for nearly as often as more popular keywords, but they are considerably less competitive and often tremendously more profitable. Over the course of the last few years, a growing segment of marketing professionals have noted that the public has been rapidly transitioning from relying on larger mainstream markets for professional services toward smaller niche markets. By focusing on long tail keywords that draw in highly targeted traffic from visitors who are specifically in the market for your particular professional service, you can promote your industry niche without competing with larger organizations for traffic that you don’t need. You can discover the ideal long tail keywords for your search marketing campaign by keeping your eyes open for untapped opportunities during the keyword research process. If you do not have much keyword research experience, a good place to start is to enter some of the more common keywords related to your professional service into online keyword tools like Wordtracker or Google Adwords. The best long tail keywords that you should be looking for will have the follow three...

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Five Common Link Building Mistakes

Link building is a time consuming but essential SEO task that is never truly complete. In the rush to build as many high quality links as possible, it can be tempting to cut corners by using link building techniques that can actually damage your practice’s ranking with the major search engines. Let’s take a look at a few of the most common link building mistakes that you need to keep an eye out for. Link Spamming: Exchanging a high quantity of inbound and outbound links with a handful of sites is not a good way to the link juice flowing. In a best case scenario, search engines will only reward a few of these links. In a worst case scenario, you’re site will be directly penalized for trying to game the system. Irrelevant Inbound Links: Thanks to recent updates with the major search engines, it is now more than ever to have plenty of inbound links from sources that are clearly relevant to your subject matter. Outbound Links to “Bad Neighbors”: Be careful about linking to sites that engage in practices that Google, Bing and Yahoo might find distasteful, such as black hat SEO techniques or posting adult content. Simply linking to a site with a bad reputation can have an adverse effect on the ranking of your own site. Inbound Links with Poor Anchor Text: Whenever possible, try...

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