E-A-T means Expertise, Authoritative, and Trustworthiness. It’s a significant portion of Google’s Quality Rater’s Guidelines, which give you a glimpse into the factors that the tech magnate uses to evaluate the content, the Search Engine Journal explains. Sites with low E-A-T pages need to improve the quality of the content they put out there if they have any hope of recovering from the massive drop in rankings and loss of subsequent traffic. By using E-A-T, websites undergoing penguin penalty recovery efforts can develop high-quality content, precisely the kind that Google wants.
What is E-A-T?
You already know what it stands for. However, let’s dig a little deeper. A better understanding of what E-A-T is about can help you in your quest to improve your content.
The author of the content should be an expert in the field or topic.
The author of the content should be an authority in the field.
The website posting the content should be trustworthy.
If your visitors see these three factors in play, then they know that they can trust your site, the Medium says. If you want your pages to recover from a Google penalty, then start paying attention to E-A-T as it involves your website pages. Improving efforts in these areas will also improve your chances of achieving SEO and content marketing success.
Why Does It Matter?
Google uses E-A-T to assess the quality of a page, or essentially, it’s value. Google has always said that providing a better user experience will get you a higher spot on the Search Engine Results Pages. Better E-A-T is a massive part of that. If you want to rank higher on the SERPs, you’ll need to improve the E-A-T of your content. With the latest Google update, E-A-T is now a significant aspect of your SEO campaigns and efforts.
How to Use E-A-T?
Optimize your content. Do that by showing you understand the needs of your audience thoroughly. More than traditional keyword research, you’ll need to focus on the user. What kind of queries do they have? What’s the intent behind them? Anticipate that information and optimize your content to provide your target market with what they need.
Improve quality. Continue to focus on building better content. Back up claims with supporting evidence. Make the content mobile-friendly to ensure easy consumer consumption and access. Provide real value by talking about topics that matter to your audience.
Show credentials. Your target market needs to know that s/he can trust the information on your site. Don’t be afraid to post your credentials, training, and experience. That will send trust signals to your readers. Google will also reward that by improving the rank of your pages.
Expand your authority. If you don’t have an influencer on staff, build the authority of your site and authors online. Get your staff’s name out there by using guest posting on leading sites. That will contribute to the outcome you want.
What Else Do I Need to Know?
The E-A-T of your content will affect your score, whatever industry or field you’re in. But there are simple ways through which to improve your content. If your current content is bad, hire pros to help you. Find an SEO marketing firm to get your content up to scratch.
Hire affordable SEO service to help you boost your site’s ranking on the SERPs. This article offers sound advice on how to hire a reliable team of SEO experts.
What You Need to Know Before You Pay for SEO Services
Poor online visibility can kill your business. If your website isn’t even showing up on the top pages of the SERPs, that makes it harder for potential customers to find their way to you. Improve your online presence by hiring experts who have the tools and technical expertise to improve your site’s ranking.
Fix Your Product/Service
Before you hire a team foraffordable SEO service, check to make sure your product or service isn’t the problem. No matter how good the SEO firm is, if you’re marketing a bad product or service, that’s not going to do much to help your numbers. Ask yourself if your product/service offers a winning solution to the market. If it doesn’t, work on this first before you hire SEO pros.
Get a Client List
Secure the services of a reputable SEO company. Get a list of current and past clients for references. Reach out to the names on the list to get a better idea of the firm. Were their experiences with the SEO team positive? Use that information to narrow down the field.
Find out what types of methods they’ll use. Discuss them in detail, the Digital Doughnut says. They should know how to explain the strategies and must have no problem going through the steps with you. If they can’t tell you how they’ll drive up your site’s ranking, much less how they can hit SEO goals, that’s a problem. If they tell you they’ll get your pages ranked in a month, that’s an unrealistic timeframe. Go elsewhere.
Get Measurable Results
Anything that can be tracked can be measured. That means you get data that you can use to improve your business. If you’re hiring an SEO consultant, find one that focuses on the ROI. The team must know where the conversions are coming from. Is it from your paid, search, or social media channels?
Look Beyond Quantity
Link building is an important part of your SEO strategy. But an excellent consultant knows enough to look beyond the links and takes the time to work on other aspects of your site, such as its loading time, on-page optimization content, user experience, and more, the Business Collective says.
Get Multiple Streams of Traffic
One of the best things about hiring a team of experts is that you get to leverage their industry experience to help your organization succeed. That’s good news, especially when you consider the many platforms that big companies utilize to market their products or services. From SEO to social media pages, it takes a digital marketing professional to keep track of all the guidelines, developments, and best practices for each channel. If you’ve got your hands full running the day-to-day operations of your business, it makes sense to get pros. If your SEO team isn’t offering to create multiple streams of traffic for you, you’ll miss out on a lot. Keep looking until you find a team that has the experience and know-how to create those additional sources of traffic.
Improve your drug rehab marketing plan. This article offers ten ways to help you increase your admission numbers.
10 Ways to Turn Your Rehab Marketing Ideas into Success
The U.S. currently faces a massive drug addiction problem. More and more rehabilitation centers have popped up to meet increasing demands for treatment as a result. If you already run a rehab facility but find your treatment center struggling because of low admission numbers, you’ll need help. Here are ten ways to turn your marketing ideas into a surefire way to get a steady flow of clients.
Improve admission numbers to your facility by establishing a solid online presence. Develop a content-rich website with SEO as part of your drug rehab marketingstrategy. That will optimize your site, so you’ll have more site and foot traffic.
Post on Social Media
Don’t ignore social media. Use the platform to post relevant information, one that will help your target audience. You can also use your social media pages to communicate with potential clients, the Entrepreneur says.
Write a Blog Blogs increase visitors to your pages, which give you more potential clients, USA Today says. The platform is also ideal for creating content on drug rehabilitation. Optimizing your posts will improve your visibility on the SERPs.
Follow the News
If your facility has a presence on the site, use that to follow news and other developments in the field. Building a relationship with other drug rehab experts on LinkedIn also gets you more recommendations to your center.
Put Up Success Stories
People go to your site looking for help. They want to get better. Talking about success stories gives them the reassurance that things will work out, and that recovery—though difficult—is possible.
Know Your Audience
Build your content around your audience. Determine the content they respond to. Putting a personal touch to your messaging will help, along with offering insights into the facility or posting about the different treatments you offer.
Find the Reviews
Know what your clients think and say about your rehab facility. Get a Google alert on the name of your rehab center. You’ll likely come across a negative review or two. Don’t delete, though. You could do more harm than good. Instead, respond to the person. That will leave a good impression on potential clients.
Encourage Positive Reviews
The best way to kill the negative reviews is to encourage clients who’ve had a wonderful experience with you to write glowing, positive feedback. That will overpower the negative reviews.
Look at Your Competition
Evaluate the SEO strategy that your competitor is studying. Is the facility more successful than yours? Find out what they’re doing that you aren’t. Apply what works to your marketing strategies. For instance, are they making videos? Consumption of video content is growing. Improve your digital marketing strategy by including video content.
Don’t forget to hire an experienced SEO marketing company. Get a team of digital experts to help you make all these steps happen. With their assistance, you can create a successful plan to market your rehab center. Use strategies that big companies rely on. From social media to SEO, find the right team to help you get started.
Organic SEO continues to be an important part of your digital marketing efforts. If you haven’t been doing what you can to invest in organic SEO campaigns, you’re missing out. Here’s why it’s important for your business.
What are Organic SEO Services?
Organic search engine optimization strategies focus on using content building, backlinking, and link building to get genuine results. While companies can resort to paid search that uses Pay Per Click or PPC, which gives immediate results, organic search is the long game. If you want successful marketing efforts, you’ll need to build your business with organic SEO.
Delivers Relevant Content
Organic search engine optimization campaigns still get the most traffic. People go online whenever they need to find a service or product. If you want to improve your sales, you’ll want to capture as much traffic as you can. With paid traffic only accounting for about 10 percent of overall total traffic, organic SEO continues to outperform paid marketing efforts and results.
Works Well with Paid Search
To achieve results, it’s smart not to limit your marketing options. If you want your company to rank higher on the SERPs, use both organic and paid search. Paid search boosts your page rankings, which is a must for any new or young business in the marketplace. All the while, you can use organic search to build your reputation and brand. When your organic SEO campaigns start to drive more traffic and improve your conversion rates, you can ease up on your paid marketing ads. By that point, your brand will already have a loyal consumer base, one that keeps a steady stream of business to your door.
Lends Better Control Over the Environment
When you use social media platforms, you’re at the mercy of the channel. If they decide to stop showing the views or segment the algorithm, that has a profound effect on your bottom line and campaigns. When you have a website, though, you will still be subjected to rules. If you have any violations, your pages will be hit with a Google penalty. The difference between that and social media platforms is that many of the violations are easy to fix. Once you’ve corrected the issue and Google recrawls your site, the issue will resolve itself.
Builds Consumer Loyalty
Organic SEO means you’ve succeeded in building your company’s brand and reputation. For the lucky ones, this means gaining customers for life. That’s a goal that every business wants to achieve. If you’ve ever wondered what made people want to watch a film a more than a hundred times (we’re looking at you, Endgame) or what made people queue up whenever a certain company (named after a fruit) released a new phone, that’s the power of consumer loyalty. Organic SEO is perfect for connecting with customers and improving customer engagement.
If you want to see how organic search can help your business, look for anorganic SEO companyto help you. Do your homework and look for a team of pros with the proper credentials. Their assistance will ensure long-term customer relationships while increasing your overall returns.
When it comes to drug rehab marketing, your approach has to be different than the typical advertising methods you may be used to. Thankfully, you can reference this cheat sheet when creating your marketing strategy - and consult with industry professionals to get it all off the ground.
Know Your Message and Cater to Your Consumers
Few industries are more consumer-centered and customer-driven than drug and alcohol rehabilitation. Your message as a business is about more than an advertisement. It’s about changing lives and improving clinical outcomes. Keep that in mind when crafting your advertisements and never lose sight of the fact that your ads double as outreach
Don’t Skimp on SEO Investment
Just because you think you understand search engine optimization doesn’t mean you should take matters into your own hands with it. SEO is your most vital tool for reaching the right audience. Trusting it to anyone less than an experienced professional with industry experience is like handing over the keys to your business and hoping that whoever you give them to takes care of things. If that doesn’t sound advisable to you, make the smart decision and invest in your SEO.
Follow Up with Leads Properly
The leads generated by your advertising efforts are more important than they would be in almost any other industry. After all, those people aren’t just potential customers. They are people whose lives may be in danger as a result of their motivation to contact you.
Following up with your leads isn’t just a solid business practice in the world of drug rehab advertising. Its a prudent choice for legal reasons and for the health and safety of those who are putting their trust in you.
Embrace the Paid Ad
It is easy to think of paid advertisement as being in direct opposition to everything that drug rehab marketing stands for. After all, it isn’t organic, it isn’t patient-centered - you aren’t tailoring your approach to your consumer!
When you have the chance to step back and examine the so-called “necessary evil” of paid advertising, though, you will see that it is actually a much better fit for your business than you might have initially imagined. Placing ads in places likely to be seen by your consumers, creating campaigns that meet their needs where they already are - you can make a patient-centered approach out of even the most obvious PPC efforts.
Understand the Importance of Social Media
These days, your consumers are on social media. That isn’t just to say that they are using social media to keep up with friends and family and laugh at funny viral posts. They are also using it to find local businesses - even those that provide drug and alcohol rehab services.
Studies show that consumers often search for the social media profiles of business they are thinking of patronizing. Don’t let that statistic exclude your facility. Invest time in your social media presence to foster a relationship with consumers from that very first search.
Keywords are a notorious buzz phrase for SEO, but it can feel nearly impossible to find specific instruction on what they are, how to use them properly, and why they are important.
When google crawls your website pages, it picks up on which words you use frequently in a specific piece of content in order to place it correctly in front of an audience who would most likely be interested. These are keywords—the words that you are consciously (or unconsciously) working into your content in order to communicate to Google what your content is about.
Keywords should represent your content accurately, specifically, and consistently. So how exactly do you ensure that your website is utilizing keywords correctly?
Keywords Speak for Your Content—Be Precise
The purpose of keywords is to communicate to Google what type of audience to put your content in front of. This is crucial—you don’t just want your content placed in front of a lot of people, you want it placed in front of the right people who are going to engage with it and potentially become clients or customers of your business.
Your keywords should be directly and specifically related to the type of content you’re producing. For example, if you’ve written a page or a blog about umbrellas, you will want to do more than just use the word “umbrella” repeatedly in your content as a keyword. First of all, “umbrella” is what you would call a “short-tail” keyword, meaning that it is just one word and is very broad.
This is problematic for a few reasons. Short-tail keywords, while searched at a high volume, are incredibly competitive in SEO. It’s very unlikely that your business will be able to rank for short-tail keywords in the sea of other similar companies trying to do the same. This is not to say that you should avoid short-tail keywords, but that you should be aware of the benefit of seeking out less competitive keywords.
While “umbrella” is a highly searched keyword, more often than not people actually search a longer phrase or question that happens to have the word in it, rather than just the word itself. This is considered a “long-tail” keyword. Most searches are for long-tail keywords—but they don’t have the same search volume as short-tail keywords, because they are so unique. According to Ahrefs, 92% of all keywords get 10 or fewer searches per month.
Consider why people might search the term “umbrella”. A person might be looking to purchase an umbrella, learn about their history, figure out what material they are made out of or even find puns in relation to the word. There are infinite possibilities for long-tail keywords, and the more specific they are, the less competitive they are to rank for.
One of the worst things you can do for your search engine rankings is “keyword stuffing”. While you may have heard that you should pack as many highly searched words into your content as possible, this can really hurt your rankings if your content is not actually quality and relevant to the search terms. Google’s algorithms pick up on random keywords placed without context, and they might bump your site’s ranking down.
You don’t just want your content to be seen or even clicked on—you want it to be interacted or engaged with.
It’s also important to keep in mind that your keywords will vary depending on the specific page of your website—pages are what rank for keywords. Many websites actually receive the most traffic to pages that aren’t their home page—organic traffic from authentic interest in the topic.
The best thing you can do for your SEO right now is to create quality content—at least once a week according to experts—that is 1000+ words. But if you can get a quality message across in less words, don’t add more words just for the sake of meeting the word count.
Put your content first, and then work on incorporating keywords that accurately and specifically describe that content and answer potential search inquiries. However, it can also be a useful strategy to look into what people are searching and consider creating quality content that would address those questions.
Consistent keyword research can not only keep you informed about what keywords you should include in your content, but also what content might be missing that you can provide.
For example, if in your keyword research you stumble upon a highly searched long-tail keyword that doesn’t have many quality search results—this might be a niche that you can fill. Just ensure that you’re truly writing quality content to answer search inquiries, not writing content that simply is framed around repeating the keywords.
Persistence Is Key
The most important part of working with keywords is that it should be an ongoing process. It’s going to require some trial and error, and because what people are searching for is always in flux, your targeted keywords should also be reevaluated.
It has also become more difficult to conduct keyword research over the years, so it requires more focus and strategy. While organic keywords were once accessible in any Google Analytics platform, since 2019 Google has increasingly been encrypting keywords, making it harder for businesses to research what keywords are relevant to their content..
But there are plenty of free and cheap tools out there that are worth the investment for this process, such as:
HubSpot’s Sources report
Google Keyword Planner
You can also start simple with a Google search. Take a stab at searching for something that might relate to your business and look at the autocomplete options on Google. You can also look at related search terms at the bottom of the Google results. You may find good keywords here—or at least get some idea of what people might be searching for that you can cater to.
Setting aside a certain amount of time on a schedule to do keyword research and discussion is crucial to a strong SEO strategy. Not only is search data constantly changing, but so is Google. With every algorithm tweak Google becomes better at guessing what someone wants when they make a search based on their search history, location, and previous click-through-rates for similar searches.
Google’s RankBrain algorithm, released in 2015, is still having an effect on search engine optimization because it is an AI algorithm that is continuously learning and changing search results. In fact, according to Google, 15 percent of searches have never been heard of before by Google every day.
Consider setting up a brainstorming session with your staff to make a list of inquiries your potential clients might have, carve out 10 minutes a day to do some keyword research, or invest in a paid service to optimize your keyword SEO strategy.
SeoTuners can offer an affordable solution for your business to increase exposure and SERP rankings with organic SEO strategies like keywords. we’re confident we have a solution for all your marketing needs. Contact us today to learn about how we can boost your Google rankings.
Since the early 2000’s, the U.S. has been dealing with an opioid addiction and overdose crisis. In 2016, opioid overdoses accounted for more than 42,000 deaths, which was more than any previous year on record. One year later, the U.S. Department of Health and Human Services (HHS) declared a public health emergency.
And perhaps more upsetting, an estimated 40% of opioid overdose deaths involved a prescription. This past March, the company that makes the narcotic painkiller OxyContin, Purdue Pharma, agreed to pay a $270 million settlement with the state of Oklahoma for playing a role in the opioid crises.
Not soon after, Teva Pharmaceuticals, the world’s largest generic drug maker, appeared alongside Johnson & Johnson in court against the state. Both ended up settling—Teva for $85 million and Johnson & Johnson for $572 million.
According to Oklahoma Attorney General Mike Hunter, opioid overdoses in Oklahoma killed more than 4,600 people in the state from 2007 to 2017, and it will take an estimated $17.5 billion over 30 years to address the crisis.
There are some signs that opioid addiction is beginning to decrease. The Centers for Disease Control and Prevention (CDC) reported 12,757 overdose deaths from prescription painkillers in 2018, which is down from 14,926 deaths in 2017—but is still too high.
Now an estimated 1,500 similar lawsuits are to be filed by state, local and tribal governments in order to compensate individuals for pain and suffering, ambulance runs, jail treatment costs, and childcare for children whose parents have died from overdoses.
It’s no wonder that the trust U.S. consumer’s have in brands has been steadily declining over the last few years, now holding at about 54 percent, according to the 2019 Edelman Trust Barometer.
But it’s not just pharmaceutical companies that are receiving blame for shady and immoral marketing tactics—it’s also addiction treatment and drug rehab centers, the very places these settlements will be invested into in order to prevent and treat opioid addictions.
False, Deceptive, and Misleading Marketing
Public nuisance laws are typically applied broadly to cases in which something is interfering with the general public’s rights—such as rights to public spaces like roads, waterways, or parks. But in the recent legal suits against pharmaceutical companies, the state of Oklahoma is arguing that false, deceptive, and misleading marketing is interfering with the public right to health.
While many treatment centers are honest, upfront, and truly do only want the best for their patients, some unfortunately resort to deceptive tactics, dishonest marketing, and even scams in order to get and keep clients.
And unfortunately, these scams have been known to target patients who have a lot of money—or good insurance. This hurts those patients as well as patients without money or good insurance coverage. For example, in 2017 some marketers were using the Google geographic targeting features to hide their ads for searches made from low income areas, such as Trenton or Camden. They would also hide their ads from searches made with the words “free” and “Medicaid”.
Some third-party businesses even sprung up in the wake of the opioid crisis that acted as referring hotlines—sometimes to their own treatment centers, and sometimes just to sell leads to centers who would pay top dollar for desperate clients who could pay handsomely—no matter whether they were reputable centers or were a good fit for the clients.
And Google unintentionally made this an easy scam by offering advertisers unique “tracking” phone numbers that would forward to a company’s phone—and they would only stay up as long as the ads did.
Sometimes even legitimate treatment centers experienced their Google ads phone numbers being hacked and remoted to other locations. According to a Google Top Contributor, since business owners aren’t notified of such changes by email, they would have to login to their “Google My Business” account page in order to verify periodically that their information was still correct.
Worst of all, some of these shady treatment centers were hardly even treatment centers at all. There were reports of human trafficking, prostitution, forced drugging, and kick-backs between labs, treatment centers, and halfway houses in order to keep profitable patients in the system, pulling profits from charges for daily stays and urine testing.
Protect Your Business, Your Reputation & Your Clients
In order to protect your business reputation as one that is secure, legitimate, and compassionate towards those that are suffering from addiction, you’ll need to in fact be secure, legitimate, and compassionate.
You can ensure that your business and your clients are protected from any possible hacking attempts by:
1.Obtaining an SSL certification for your website.
This will ensure a secure connection from a web server to a browser to protect your clients from harm when they visit you online.
2. Claiming your Google My Business Listing.
If a business hasn’t claimed its listing, anyone can “suggest an edit” and change the phone number or other contact information. Be sure to check on your Google My Business Listing regularly to make sure that it is taking your clients to you, rather than any would-be hacker.
3. Giving advise to your clients about what they can expect from contact with you.
Who will be taking their calls, how they can know they’re really speaking with you, and what are the locations that you work with? The more information you give your clients, the more secure they’ll feel that they’re really in the right place.
Once you’re sure that you and your clients are safe from harm, you’ll need to ensure that you’re worthy of your clients by maintaining ethical marketing practices that put their recovery first.
Remember Your Mission
Never forgot that you should be in the treatment center business out of a desire to help people and their families, not to use them for your own financial gains. The opioid epidemic can only be taken on by true compassion for and devotion to our communities.
If you do choose to ask your clients questions about their insurance, do so out of a desire to get them the best treatment they can afford, not to know how much they’re worth. Consider that just because you or an associate accepts a client’s insurance, does not mean that it’s a good fit. First and foremost, pay attention to your client’s needs.
Be sure to also pay attention to what your treatment center has to offer that could set it apart from others. Do you have a low client to counselor ratio? Do your counselor’s have personal experience in dealing with addiction themselves? Do you have a lot of experience working with a particular addiction or demographic? Your goal shouldn’t be to help everyone—you should realistically aim to help a certain group of people more efficiently rather than all of them no matter what their unique situation is.
Don’t shy away from building a network with other treatment centers that are different from your own and referring patients to where you think they will do best. Whether the client has success with you or a another center in your network—a positive review will reflect well on everyone involved.
Tread Carefully on Social Media
Social media can be an amazing tool to reach out to people who are in need and may be disconnected from family, friends, and their community, However, be careful not to use it as just a lead source or simply a platform to push your services.
Social media is best used to educate, inform, and connect people in need with services that you may or may not be the best center to provide them with. Your best bet is to publish a blog with regular updates that will give valuable information to people who may be thinking of trying rehabilitation services but are wary of the process or recovering addicts who may need some extra reassurance that their struggle is real and they are not alone.
SEO is one of the best methods for treatment centers to flourish online—but it will do its best if you have real, authentic content that can be key-word optimized.
If You’re Good at What You Do, It Will Show
Your client testimonials and reviews are your best marketing materials. Encourage your previous clients to give you feedback, positive and negative, and grow authentically with any criticism you receive. Ensure that your reviews are front-and-center on your website and even consider incorporating them into your blogs every once in a while.
Be sure to also check up on your web presence on third party sites and apps. You can set up a Google alert for the name of your drug rehab or treatment center so that you’ll receive an email notification when you’re mentioned online.
Finally, if you need help, don’t hesitate to reach out to a professional. An SEO or digital marketing company like SeoTuners can help you get your treatment center’s name out there while using ethical practices such as white-hat link building, organic and local SEO, and review monitoring. Contact us today to find out more about how we can help you accomplish an effective addiction treatment marketing plan.
The impact of emerging technologies and social media year-to-year continues to astonish businesses and consumers alike. Ecommerce has become a staple of a growing business, and one of the most recent but fast-growing giants in the market is Amazon. So how did the online empire of Amazon emerge, and how did it grow so quickly?
Prior to 2001, Amazon didn't even turn a profit, and the numbers grew very slowly for many years. But in 2016, the company began to grow suddenly. It’s quarterly net profits that were well under half a billion quickly became close to the one billion mark.
And in 2019, profits somehow have continued to climb. In Q1 Amazon's net profits peaked at a hefty 3.56 billion dollars. Amazon took almost 50% of e-commerce sales in 2018, a figure sure to rise this year. Amazon’s reputation is so large that it’s common to hear about the “Amazon Effect, referring to the competitive difficulty retailers in many industries often face trying to keep up with Amazon.
An Integrated Marketing System
Not only does Amazon sell its own services and merchandise, but it also owns the platform by which many other businesses market their products. For smaller retailers, the latter step is probably unlikely for the near future. However, there is much to be gained by pursuing other opportunities for vertical integration.
A business should always be looking for ways to consolidate their supply chain. This can take the form of franchising, contracting, or direct incorporation. Amazon has a long history of such experiments, from establishing their own publishing imprint to developing their own delivery service. They also arrange unique deals with their manufacturers which allow them to freely enter and participate in the operations of their own brands.
Developing your own web platform to engage directly with consumers is essential. In the digital environment, those who own and operate apps, websites, and databases are important links in the chain. Amazon Web Services, which provides cloud computing and storage tools for businesses, is a powerful example of vertical integration in the digital world – they also use AWS for their own retail sites.
Horizontal integration is also key – putting new products into new markets is on many companies' to-do lists, and Amazon sells much more than books now. Famously, they purchased Whole Foods in 2017, a surprising entry into a new market with the hidden benefit of adding new information about consumer habits to their databases. All these moves, while seemingly risky in many cases, make headlines and expand Amazon's reach dramatically.
Innovative Customer Experience
Not long ago, a web-integrated approach to retail was simply called “multichannel”: brick-and-mortar stores and online selling would work in tandem but were viewed as two separate, but parallel, aspects of the business. Today, the “omnichannel” model is gaining prominence.
The concept of omnichannel marketing is like that of a vertical marketing system in that it calls for a unified approach to retail, but where vertical integration largely affects behind-the-scenes operations, an omnichannel strategy directly targets customer experience. The idea is that customers should be able to move seamlessly between various connected platforms and services while experiencing a unified brand experience.
For example, one should easily be able to purchase things in one way – say, on Amazon.com – and return them in another, such as a physical location, seamlessly. Amazon unveiled yet another one of their famous experiments this year when they made a deal allowing Amazon customers to return their products in Kohl's stores, which handle the packing and shipping themselves. This move appears to have greatly benefited both companies.
One of the biggest differences between a traditional business model and an omnichannel approach is the way shipping is handled. Large companies are not just shipping from distribution centers to stores—fulfillment centers have been introduced to package and ship parcels individually to consumers.
Amazon has also received a great deal of media attention in recent years for its interest in radical new ways to deliver goods faster than ever before. The most remarkable example of this is their testing unmanned aerial vehicles as a way to ship small products directly to customers' doors in 30 minutes or less.
We haven't yet exhausted the many ways Amazon is dedicated to new technologies. As climate concerns and renewable energy efforts make headlines more and more, Amazon pays attention.
Products and business practices viewed as “green” are still all the rage with both consumers and companies. This trend shows few signs of slowing down as demand continues to increase and smaller companies invest more frequently in the renewable energy industry.
Major players are getting involved too. In fact, it seems Amazon is determined to take the lead in environmental awareness and renewables investment going forward. In February, they announced their intent to make at least 50% of their shipments have a net carbon impact of zero, a plan fittingly named “Shipment Zero. Amazon has 61 ongoing renewable energy projects across the globe, two of which were just announced at the start of August.
They have also started shipping more of their items in lightweight plastic mailers rather than boxes to fit more items in fewer trucks and planes. Producing these mailers emits fewer greenhouse gases and uses less petroleum than making boxes from recycled cardboard, experts told The Washington Post.
While there are environmental pros and cons to most types of packaging, other companies would do well to explore innovative alternatives to stay ahead of the curve.
Amazon is also pushing for better practices from its various manufacturers: they have outlined a program requiring some manufacturers to change their packaging to make it sturdier, less expensive, and more eco-friendly. Brands that comply early will be rewarded with a credit of $1 per item shipped, but after August 1st, non-compliant items will incur a surcharge of $1.99 each, Forbes reported.
With all the expansion and innovation behind Amazon's rocket to prosperity, it's not surprising that many business owners would fear the Amazon Effect. However, with increasing worry about the impact of big business and tech companies, more avenues for smaller trustworthy competitors may be opening up in the near future.
But this is not to say that important lessons can’t be taken from the rise of the Amazon ecommerce empire. If your business hasn’t created an avenue for online sales, or is looking to increase your conversion rate, consider getting in touch with SeoTuners today. With affordable SEO solutions that include web design, social media, custom link building, SEO penalty recovery, and more, we’re confident we have a solution for all your marketing needs. Contact us today to learn about how we can help you grow your business online.
Better marketing leads to higher conversion rates and sales. If your products and services aren’t selling as much as you thought, you may be marketing them wrong. With more and more consumers switching to online shopping, you have a vast market to win over. Don’t waste your shot. Make your campaigns count by hiring the services of an SEO agency in Ventura. Expert online marketing advice can help you grow your business and revenue.
Know your market
SEO offers you a multitude of consumer data, the Entrepreneur shares. By knowing your target market inside and out, you’ll have a better idea of why your campaigns fail, why your competitors succeed, and what you can do to turn things around.
Drive website traffic
Organic search remains the primary source of online traffic, the Search Engine Journal notes. If you’ve got poor organic search traffic, though, an SEO agency can step in and help. Pros can implement campaigns to get your pages to rank higher. Better rankings will mean greater visibility, which leads to more sales. Remember that a reputable firm won’t promise to put you on the first page of the Google search results, though. Anyone who works in digital marketing knows that search marketing campaigns take time. If a firm comes up to you and says they can do it in a month or two, they’re lying.
Build trust and credibility
The goal of most companies is simple: to cultivate a loyal consumer base that will continue to increase demand for the company’s products. That’s one way to keep the business going. Rabid consumer loyalty doesn’t happen overnight, though, not unless you’re Robert Downey Jr. playing Iron Man for the first time. Companies with little to no star power can rely on SEO marketing campaigns to do this for them instead. With marketing campaigns that establish your business as an authority in the field, you can get the trust and confidence of your market. If they trust your brand or business, they’re more likely to try out your products or services.
Ever wonder what causes people to go to the theater and sit down to watch the same film for the hundredth time? Why do people line up just to get an ultra-expensive phone when they can get one for a much lower price? That’s brand engagement at work. It’s not enough that people know your brand. Your brand could be around for decades and still not elicit any consumer engagement. By hiring an SEO agency, though, you have pros to help you. They’ll determine the reasons behind your brand’s poor engagement and implement strategies to upgrade your brand. For some companies, it’s as simple as consumers confusing their brand with another firm. For some, consumers simply find their story boring. With expert assistance, you can transform your brand, create a story that your customers will love, and create deeper, lasting engagement. With greater engagement, you’ll get more people to buy your products and try out your services.
The National Survey on Drug Use and Health states there are about 19.7 million adults in the U.S. who struggle with substance abuse disorder. The fact that drug addiction and abuse is costing American society more than $740 billion annually in lost workplace productivity and healthcare bills. Add to that rime-related expenses, and the numbers become even more alarming. There’s a need to ensure that people with the addiction get the treatment they need.
Treatment for select few
If you already have a drug rehabilitation center, then you’ll want to make sure your facility is always at full capacity. However, while the numbers of substance abuse and addiction in the country are high, only a quarter of that seek out or even receive proper treatment. Plenty of factors contribute to that. People are afraid of the stigma attached to addiction and would rather suffer on their own than seek out treatment. Some are afraid of the unknown. Unsure of the treatment, they refuse to check into rehab. Some cite cost as a problem. Out of all these, your campaigns should target those who want treatment but are afraid because they don’t know enough to make the right decision. That’s your market.
Marketing to solve the problem
Knowing the challenges that face the addiction recovery market will help you come up with better strategies. Once you’ve identified your audience, start looking for professional help for drug rehab marketing. Each strategy will focus on building and providing the necessary knowledge that people with addiction need to decide about pursuing treatment.
Choosing the right team
Smart, focused, and insightful marketing doesn’t happen by accident, though. It’s a product of skill and experience. That’s why it’s important to find the right marketing firm to create your campaigns. Do your homework. What kind of qualifications does the firm have? How long has the company been in the business? What kind of marketing services does it offer?
Look for specialization
Not all SEO marketing firms have meaningful experience in marketing drug rehab facilities. If you want stellar results, pick a firm that has already handled drug rehab marketing in the past. Ask them questions about that project. What marketing campaigns or strategies did they use, and will they use the same techniques again? Were the results successful?
Ask about the process
What strategies will they implement for your facility? Addiction recovery centers operate under the idea of trust and credibility. Given how serious addiction is, it’s only right that people take the time to get more information about the facility. They read reviews. They check websites. They ask for credentials. They want to know that the facility is trustworthy. Your marketing strategy needs to integrate that into the campaigns. A good marketing firm understands that. A bad one does not. Look out for that difference when you ask the company about their plans for your facility. If the company is more concerned about getting customers to your door by marketing low-cost services over building trust, look elsewhere.