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How x360 Digital can help our clients drive digital transformation

Identify collective goals

For many companies, the Chief Marketing Officer is responsible for representing the customer’s needs to the C-suite. However, in a digital-first world, one executive is not sufficient. We have seen from our clients that the entire company C-suite must align and galvanize to transform the business from the top down, while the CMO is the coordinating force for different business functions. Additionally, agency partners are well positioned to assist the CMO in uniting leadership and establishing common objectives. 

This can be seen in our work with one of our client to improve campaign measurement and expand the organization’s use of first-party data throughout. Using data from one of our client’s past marketing campaigns, brand lift studies, and attribution models, x360 Digital Inc, created a marketing mix strategy that measured the success of each digital channel, such as pay per click ads, display ads, and social media advertising. The information was then used by one of our client to optimize its marketing efforts. From marketing to finance to the chief executive and his management team, teams now trust and rely on data across the company.

As the CMO, x360 Digital Inc. is ideally positioned to facilitate the creation of shared objectives and unity of leadership.

Adopt an agile mindset

To stay ahead of competitors in the digital transformation journey, brands often have to get comfortable with constant change in order to keep up with consumer behavior and technology. This can be difficult for many. We are in a unique position to help brands experiment, learn, and make incremental changes over time since agencies have access to the latest insight and technology. 

x360 Digital Inc. has learned that launching a minimal viable solution almost always takes less time than writing pitch after pitch. Even though it won’t be perfect, after you’ve put something in place, you’ll be able to improve it based on what’s working and what’s not.

Communicate value as often as possible

Now that you have set up the buyer personas & implemented them in your conventional & digital marketing strategy, you would almost think that you are ‘ready’, however, the society in which we live is always subject to change, including your customers & the marketing world. After a while, do you have the idea that the buyer personas no longer match your current customers? Then do your research again & create new personas.   

Target audience
Calgary’s Leading Healthcare Digital Marketing Company

Calgary’s Leading Healthcare Digital Marketing Company

Calgary’s Leading Healthcare Digital Marketing Company
Providing healthcare firms with customized digital marketing solutions that utilize high-quality content, industry-leading SEO, and integrated sales to help them generate qualified leads.

A Simple Guide to Healthcare Digital Marketing

Medical care and the medical profession have always centered on the doctor-patient relationship, treatment, prescriptions, as well as research and breakthroughs. In the digital age, medical and healthcare marketing have radically changed. 
Companies that are successful in the healthcare and medical device industries understand two critical things:
First – Healthcare companies must build a strong digital presence, establish authority and trust, show which they are experts, and build an unwavering reputation for excellent patient care to compete in a global marketplace.
Secondly, while the specifics of their professions do not change, how they interact and engage with patients and caregivers who depend on them for care and knowledge do – continuously. Educating your ideal client through the digital world is the most effective way to attract curious prospects, engage their pain points, and build trust within the community.

Without active engagement with your ideal potential patients and consumers via the digital channels they rely on, you are almost certain to lose business to competitors.

For more information, contact x360 Digital, a leading health care marketing firm in Calgary.

An Integrated Digital Marketing Strategy in Healthcare

It is important for doctors, hospitals, and marketing professionals to invest in healthcare marketing. It might be necessary for you to hire outside help and plan for a larger budget than in the past. You’ll gain peace of mind in the end, and your patient volume will grow like never before! In order to assist you, we have provided a few items to include in any well-planned healthcare marketing strategy.

Develop a responsive healthcare website

The responsive website resizes its content according to the size of the screen, so that the user will have the same experience whether he or she accesses the site on a computer, tablet, or mobile device. In today’s world of web design, it’s a given-but more than that, it’s something search engines look for whenever they crawl your medical website in order to determine how and where you’ll rank. 
The search engines prioritize competitors whose sites are mobile-friendly since the user experience is important to them. Overall, responsive mobile healthcare sites work better than nonresponsive ones. It is important to check that your content and imagery load properly on mobile devices, even if you already have a responsive site.

Develop a responsive healthcare website

The responsive website resizes its content according to the size of the screen, so that the user will have the same experience whether he or she accesses the site on a computer, tablet, or mobile device. In today’s world of web design, it’s a given-but more than that, it’s something search engines look for whenever they crawl your medical website in order to determine how and where you’ll rank. 
The search engines prioritize competitors whose sites are mobile-friendly since the user experience is important to them. Overall, responsive mobile healthcare sites work better than nonresponsive ones. It is important to check that your content and imagery load properly on mobile devices, even if you already have a responsive site.

Improve search engine rankings for your website

An SEO campaign can propel your medical practices or hospital network to the top of the search engines. In reality, it’s a lot more complicated than most marketers realize. In order to rank #1 among doctors providing healthcare services in your area on Google, you cannot simply use the term “healthcare practice” a thousand times throughout your website. 
In order to rank well in Google for healthcare-related terms, it’s imperative to use the appropriate, relevant and pertinent phrases and keywords on your healthcare organization’s website. It also means using those terms naturally throughout your content, as search engines like Google place a high priority on readability. Our experts at x360Digital can help you rank well on Google.

Display ads and PPC ads can be used for healthcare marketing

Pay-per-click advertisements or paid advertisements that appear first when certain search terms are typed in. Pay-per-click advertising allows you to set a budget and decide what you are willing to spend to keep your site visible at the top of the search engines. When you take advantage of PPC ads and display ads that appear on other websites’ sidebars or tops, your return on investment is clear and defined.

Get patient reviews

Over half of Canadians consider patient reviews at least somewhat important when choosing a physician. Before scheduling a visit, consumers want to know that others have had a positive experience with you, so obtaining positive reviews is crucial to your practice.
It’s common for patients to leave reviews only if they were motivated to do so, or if they had an exceptionally good experience. It is not likely you will feature positive feedback from patients who were satisfied with their office visit unless you ask them for reviews. Front office staff might find this difficult to do – and they shouldn’t be required to evaluate each patient’s satisfaction as they walk out the door. 

That’s why x360Digital recommends hospitals and medical practices use automated reviews in their Healthcare Marketing campaigns. An automated review is conducted by patients using a computer or tablet in the office to rate the quality of service they received on a scale of 1 to 10. Send a follow-up email asking patients to leave a review on their site when they get a high score. You can potentially counter any negative reviews left elsewhere online by displaying positive reviews directly on your site.

Get patient reviews

Over half of Canadians consider patient reviews at least somewhat important when choosing a physician. Before scheduling a visit, consumers want to know that others have had a positive experience with you, so obtaining positive reviews is crucial to your practice.
It’s common for patients to leave reviews only if they were motivated to do so, or if they had an exceptionally good experience. It is not likely you will feature positive feedback from patients who were satisfied with their office visit unless you ask them for reviews. Front office staff might find this difficult to do – and they shouldn’t be required to evaluate each patient’s satisfaction as they walk out the door. 
That’s why x360Digital recommends hospitals and medical practices use automated reviews in their Healthcare Marketing campaigns. An automated review is conducted by patients using a computer or tablet in the office to rate the quality of service they received on a scale of 1 to 10. Send a follow-up email asking patients to leave a review on their site when they get a high score. You can potentially counter any negative reviews left elsewhere online by displaying positive reviews directly on your site.

Leverage Social Media to grow your Brand

Healthcare practices and hospitals rely too heavily on social media as a part of their digital healthcare marketing campaigns. A valid strategy for building your brand and keeping your patients updated is social media, which involves posting updates, photos, events, and more directly to Instagram, Twitter, or FaceBook.
It should not be the only social strategy you employ. Ads on social media can help you reach the right people who may be interested in your services, even if you aren’t already connected.

That’s why x360Digital recommends hospitals and medical practices use automated reviews in their Healthcare Marketing campaigns. An automated review is conducted by patients using a computer or tablet in the office to rate the quality of service they received on a scale of 1 to 10. Send a follow-up email asking patients to leave a review on their site when they get a high score. You can potentially counter any negative reviews left elsewhere online by displaying positive reviews directly on your site.

How To Generate SEO Leads To Grow Your Business Ask X360Digital SEO Experts

How to generate SEO leads to grow your business? Ask x360Digital SEO experts

For an effective marketing plan to grow your business, lead generation and SEO are essential. Generating leads involves cultivating interest in your business so you can attract and nurture qualified prospects who will hopefully become loyal customers and brand ambassadors. Without leads, no business would exist. 
While lead generation and search engine optimization are two distinct strategies that work separately, when combined you will be able to drive massive growth for your business in Calgary.

Does your business need SEO?

A search engine optimization (SEO) process involves refining a website’s content to improve its ranking in the search engine result pages. In general, the higher your web pages rank, the more likely Google and other search engines will display your pages to users looking for relevant searches.
In the world of search engine optimization, everything you do to improve the visibility of your website and content online is considered SEO. This includes internal linking, social media marketing, and embedding keywords on your website. 
In order to reach more customers online, SEO is crucial for your business. Your website will receive organic traffic that, in turn, will generate more leads and customers, which will result in more sales.
Furthermore, SEO makes it easier for users to find your website than your competitors’. If you use the correct SEO strategies, you’ll rank well, be found by your target audience, and get more leads.
Search engine optimization, when done properly, can help your website receive a steady stream of qualified traffic every day from search engines.
This is where you’ll be able to capitalize on web traffic if you know how to convert it into customers.

What are the effects of SEO on lead generation?

SEO and lead generation are two very different strategies, as previously mentioned. It involves modifying and adjusting the different aspects of your website to rank higher in search engines and drive more web traffic.
The goal of lead generation is to increase the number of customers and prospects for your business.
Lead generation and SEO are related due to the impact that SEO has on it. 
Through SEO, businesses can increase awareness of their company by growing organic traffic to their website. You’ll be more likely to reach your target customers if your website appears more frequently on Google’s first page.
For generating leads, SEO is considered better than other strategies, such as Google Ads.

Here are a few SEO tips for boosting lead generation

Let’s explore some SEO tips to boost lead generation now that you understand SEO is one of the most effective routes to increase sales and client base.

Speed up your website 
The speed of a website affects its ranking in search engines. Providing a great user experience is Google’s primary goal, and how fast your website runs is an important factor in achieving that goal.
Google will rank your site higher if it responds quickly to searches.

Find the most relevant keywords to your business 
An important element of successful SEO is keyword research. In this process, users type in search engine terms when they are looking for information, products, or services. Properly conducted keyword research can be the cornerstone for all your online marketing efforts and assist you in making informed decisions.

Get started with building links 
Building links to your website from other websites is called link building. Links make it easier for users to move between web pages. As well as helping search engines crawl your site, they also help them distinguish between individual pages and between entire websites on the internet.
In order to get positive results from your link building efforts, it is paramount to do it credibly.
To improve your own domain’s ranking, you should never buy links and only link to high-quality sources. It is still very credible to contact bloggers for guest posts and link placements manually.

If your business is local, use local SEO
Your website allows your business to be seen by the entire online community. Local SEO, on the other hand, focuses primarily on helping you rank higher in the geographical area where your company operates.
In order to ensure your audience finds you on Google, you should use local SEO strategies if you own a local business.
To benefit your business, implement these local SEO strategies:

  • Get listed in Canadian online directories
  • Create content that’s optimized for local search
  • Create positive reviews

Maintain an active social media presence 
We understand that you are not sure how social media can help your SEO efforts. Social media has an impact on SEO that many marketers are unsure of.
Google claims that social signals are not part of its ranking algorithm. However, recent statistics indicate that social media can actually help your website rank higher.
Thus, make sure to keep your social media channels active so that your SEO lead generation campaign will be successful.

Maintain an active social media presence 
We understand that you are not sure how social media can help your SEO efforts. Social media has an impact on SEO that many marketers are unsure of.
Google claims that social signals are not part of its ranking algorithm. However, recent statistics indicate that social media can actually help your website rank higher.
Thus, make sure to keep your social media channels active so that your SEO lead generation campaign will be successful.

Ensure customer reviews are promoted and managed 
A good reputation is one of your most valuable assets for any business. To get your services highlighted and reach those in need, you have to have a good reputation. Your overall rankings, as well as SEO, are positively impacted by customer reviews. Having positive reviews on your website serves as a strong signal to Google and other search engines that your site is reliable.

STAY UP-TO-DATE ON YOUR SEO WITH THE X360 DIGITAL

A Rise In Topics Instead Of Keywords In Search Engine Optimization

A rise in topics instead of keywords in search engine optimization

SEO (search engine optimization) has traditionally been all about keywords. Keywords play an essential role in how information is retrieved. Therefore, it was all logical: search engines scanned, found, indexed, and classified content based on keywords. 

SEO still revolves around keywords, but to a lesser extent. A piece of content’s relevance is ranked by how often it mentions the keyword – and all other signals included – on a page.

A Relevance Analysis of Keywords

The term frequency is referred to as “TF”.  

There is a problem in that stop words like “the,” “a,” “and,” “in,” “at,” and so on are far more frequent. A different approach is needed. In other words, it evaluates how often a term is used when compared to the frequency of all other terms.

This prevents stop words from being classified as more relevant.

Known as “inverse term frequency” or “IDF,” this formula looks at the frequency of keywords as well as that of other terms across different pieces of work (such as a site’s blog). We eliminate stop words that occur more frequently than other words.

This formula, called TF*IDF, gives a keyword a certain numerical weight based on inverse document frequency (multiplied by) term frequency.

A keyword is weighed by how many times it appears on a page. As a result, the page with the most frequency will score – and be ranked higher – by weighing the keyword across all the other pages.

To find out how important a document is within a group of documents, the formula can be applied. This can be applied to the relevance of a page regarding a particular keyword in comparison with the relevance of all the other pages within a website, for instance.

As a result, for a very long time, SEO focused not only on keywords, but also recommended a primary keyword for each page. These guidelines are still followed by many of the SEO tools and plugins used by content creators.

The TF-IDF continues to be an important but problematic issue

TF-IDF is greatest benefit when compared with a large amount of data – like the whole Internet – to determine the weighting of any particular keyword. It was the basis of how search engines would rank certain pages from multiple websites. Search engines used this ranking method to determine the ranking of certain pages from multiple websites. To some degree, that remains the case. 

As I mentioned, the formula is a bit more complex than what I’m explaining here, but fundamentally speaking, whichever page ranks higher has a greater weight.

It has remained the standard method of retrieving and evaluating information since 1972. To put it simply, it gives sophisticated software a base to work from in order to build artificial intelligence (AI).

This formula, however, poses a problem by itself.

Getting high rankings started in the primitive days of the Internet, when writing pages with lots of keywords was the most straightforward and simplest way of achieving this. Even if you add an extra keyword here and there, it doesn’t matter.

The problem became worse as more website owners discovered the trick and began abusing it. It rendered search engine results unbearably messy by bringing up keyword-stuffed pages that did not make any sense, and it seriously affected user experience.

TF-IDF assesses relevance, but it fails to indicate quality – that is, whether the content in which the keyword appears is of high quality. Consequently, search engines could now determine how relevant a page is beyond keyword relevance as well as the meaning of its pages. Due to major Google algorithm updates, keyword-driven content plays a smaller role (or should we say, is less reliant on) now, making TF-IDF less relevant.

Three Things Keywords Fail to Take into Account

The relevance of keywords is weighted. However, just being relevant isn’t enough. When it comes to keywords, the TF*IDF technology has three important drawbacks:
1. It disregards the meaning of the keyword.

Only keywords are considered in the TD-IDF. It doesn’t take into account keyword variations, semantically related terms, or keyword relationships. Furthermore, it ignores synonyms and terms that are related by themes or context.

Take, for example, the keyword “soap.” Bathing soap, dishwasher soap, laundry soap, cleaning soap, shaving soap, and so on are all available. Handmade soap, perfumed soap, baby soap, medicated soap, glycerin soap, and other varieties of soap are available. 

When you include different types of soap, such as shampoo liquid, laundry detergent, shower gel, shaving cream, bubble bath, and so on, the problem becomes even worse. “Soap operas,” “Soap” TV shows, “to soap” (to flatter), and SOAP (Simple Object Access Protocol).

The options are practically limitless.

Keywords alone can be misleading if you don’t consider the context, such as keyword variations, their position in the content, keyword interrelatedness, and how keywords fit within and link to the rest of the page.

2. It disregards the significance of the keyword.

The TF-IDF tries to figure out how relevant a keyword is, but it doesn’t take into account how meaningful that relevance is. What if a keyword that is more relevant but appears less frequently is more relevant? What if a different website, with different keywords, provides higher value for the same keyword? 

In other words, the TF-IDF fails to take into account not only how keywords fit into the context of the page, but also how they fit with the rest of the site. As a result, other pages may include the same keywords, but their content may be more relevant and suited to the issue.

To put it another way, relevance is not the same as importance.

Although a keyword may be judged significant because it is used more frequently, this does not imply that it raises the page’s worth. Regardless of the keyword’s frequency or TF-IDF score, other keywords, let alone other pages, may be more relevant.

When compared to other pages, a page featuring the term “medicated soap” has a better relevancy score. However, a less relevant page might go into further detail about antibacterial, antifungal, and antimicrobial soap, which is more topically relevant.

Other keywords and keyword variations (as well as related but different keywords) may be located on other pages that are more relevant to the user than the document TF-IDF is analysing, comparable to the preceding limitation.

3. It disregards the keyword’s intent.

Finally, there’s the most crucial factor to consider. In fact, it isn’t even considered in the TF-IDF equation. And there you have it, the user. 

TF-IDF can help you figure out what the page is about. However, it may be either vague or too specialised for the user’s needs. TF-IDF may also be comparing it to entirely other pages that serve different consumers or achieve different objectives.

All of the other pages are thrown into the mix, regardless of their intended purpose. For example, TF-IDF might compare a term in a blog post to a keyword on a shopping page, a FAQ page, or a page aimed at a completely different industry.

Making the Transition from Keywords to Entities

Fortunately, frequency is simply one of several factors considered when evaluating keywords. In addition, other ranking variables come into play when deciding how relevant a keyword is. 

Machine learning and a method known as “natural language processing” (NLP) have changed the way we think about keywords in recent years. While keywords will continue to be essential, new algorithms will examine and attempt to understand them on a deeper, more complex level.

To solve the three issues highlighted above, search engine software is now attempting to comprehend keywords by studying how they are used in normal language. It accomplishes this by taking into account the terms’ usage, context, and relationship to one another.

As a result, the software can discern the nuances and intricacies of a keyword. Technically, they’re still keywords, but in the field of NLP, they’re referred to as “entities.”

Because they transform the way we think about SEO, entities are becoming increasingly significant, especially in digital marketing. We can no longer optimise content just based on keywords because we’ve given them meaning that changes based on many aspects.

A keyword’s meaning might vary greatly depending on its context, usage, and placement in the content (i.e., its surrounding text and other on-page elements). It can also completely change the meaning of a paragraph or piece of content, giving it a completely different tone.

As the proverb goes, and it absolutely applies to today’s SEO:

Without context, content is worthless.

What Is The Concept Of Entities?

Entities are words that have a specific meaning based on the context. They can be “names,” “types,” or “attributes,” among other things. They can connect to other concepts. They help to identify a specific person, item, or event by grouping them. 

“Antibacterial soap,” for example, is one thing, whereas “hand sanitizer” is another. Although the latter is not a separate type of soap than the former, they are nonetheless related. Both are various forms of “disinfectant cleansers” depending on the situation (another entity).

To expand on this example, “antibacterial soap” has a different meaning in an article about “COVID-19” (also an object) due to the context. As a result, the term “antibacterial soap” has little meaning. It does, however, have value, importance, and purpose as a separate entity.

Rather of thinking about keywords as being linear or on a spectrum, consider them as existing in a cluster of linked concepts, similar to a hub-and-spoke wheel. (Google refers to them as “branches” and “nodes,” and groups them into a “Knowledge Graph.”)

Consider the words “head” and “shoulders.” These are two distinct keywords. A different keyword is “head and shoulders.” However, “Head & Shoulders” is a trademark. It’s a thing. Also, “dandruff,” “shampoo,” and “anti-dandruff shampoo” are all separate entities that are connected.

Entities are significantly more sophisticated than what I’m attempting to explain in this paper, and they have far more consequences and applications than I’m able to adequately discuss.

The crucial thing to remember is that, like it or not, search behaviour has changed. As a result, SEO has changed and will continue to change. As a result, it stands to reason that the practise and practitioners of SEO, as well as the beneficiaries of SEO services, are all connected.

Why is Keyword Tracking Losing Ground?

Previously, search queries were usually made up of a single or a few words linked together. However, the intricacy of human language was not taken into consideration in the search results. 

The search results were disjointed. It was primarily a game of luck to get the response you wanted. (In fact, it’s probably one of the reasons why Google created the “I’m Feeling Lucky” button, which allows you to skip all of the search result pages, or SERPs.)

Users would add more keywords to their queries in an attempt to achieve better results. However, this frequently backfired: Google would examine certain keywords within the query and provide different results for each. Then, regardless of r, it would rank everything.

Keywords have become intrinsically meaningless since the emergence of entity-oriented search (a term used by former Google researcher Kriszrtian Balog). Or, to put it another way, focusing on keywords and their ranks has become pointless.

Keywords are still useful in certain situations, such as performing research. However, optimising content with specific keywords — and attempting to rank for them — is rapidly becoming obsolete.

Chasing precise keywords is meaningless today, with digital assistants, intelligent devices, and voice search allowing users to ask long, sophisticated, and nuanced questions.

Keywords have become intrinsically meaningless since the emergence of entity-oriented search (a term used by former Google researcher Kriszrtian Balog). Or, to put it another way, focusing on keywords and their ranks has become pointless.

Keywords are still useful in certain situations, such as performing research. However, optimising content with specific keywords — and attempting to rank for them — is rapidly becoming obsolete.

Chasing precise keywords is meaningless today, with digital assistants, intelligent devices, and voice search allowing users to ask long, sophisticated, and nuanced questions.

Focus on subjects rather than keywords.

The term “anti-dandruff shampoo” is more than just a keyword in the previous example. It’s a subject. It might be a subtopic of an article about different types of “shampoos,” or it could be an umbrella subject about dandruff control. In any case, context is crucial.

Focusing on topics eliminates the need to compete for individual keywords. It’s no longer necessary to perform backflips in order to cram irregular, strange, and frequently misspelt keywords into content only to rank for them because they’re popular.

Trying to put “best covid soap toronto” into a sentence as is, for example, is pointless, to say nothing of mind-numbingly tough.

While keyword research is still necessary, it’s more important to understand what themes the user wants to learn about, what topics have already been covered (or haven’t), and what topics to write about that will provide all of the information needed to increase search signals.

The procedure is broken down into the following steps:

To begin, identify a reader's problem, a question they're asking, or a topic they're interested in - one they could be investigating themselves.

Compare and contrast the findings that appear. For instance, look at the many forms of content that already exist on the subject (or how they fail to cover it adequately).

Above all, establish a content aim that is clear to both the reader and the website. Then go over the subject with the user as well as the goal in mind.

Finally, insert related keywords that will occur naturally and smoothly throughout the text, utilising the topic as a guide (rather than a specific term as a goal).

Additional actions can certainly help, but they aren’t required. Select the most frequently searched keywords that fit inside the topic’s umbrella, for example. Then use these keywords in the page’s headings and subheadings, as well as the HTML. 

Everything else, including the correct keywords, will fall into place organically if the topic content reflects what the reader is truly interested in and searching for. All that’s left to do from an SEO standpoint is make sure the material is properly formatted.

What matters is the interaction between subjects and material. Some themes are more broad and inclusive than others. Others could be subtopics or connected subjects.

In two ways, a piece of content can cover an umbrella topic. To ensure that it covers the issue thoroughly, it may first divide it down into subtopics on a single page. It could also involve many pieces of material, each of which covers different subtopics that are linked together.

The Future of SEO and Topical Clusters

Topical clusters are like wheels, with hubs and spokes, similar to the map of nodes and branches outlined above with entities and the Knowledge Graph. 

Keywords were formerly categorised and organised into categories or silos. While this may still be effective for arranging content, it is linear and does not reflect how subjects (and their relationships) work. Consider a mindmap as an example.

Whereas old-school SEO was centred on keywords and their search engine popularity, today’s SEO is based on themes and how valuable they are (to the reader).

The former required authors to develop material first for search engines and then for people. Because the search engine is now the user, it has been not only flipped but also streamlined.

In other words, machine learning algorithms are assisting search engines in becoming more intelligent by allowing them to learn and understand language in the same way that humans do. As a result, writing for search engines is no longer a viable option. It’s pointless.

It’s like attempting to translate something that will inevitably be translated back. As a result, this process is not only unnecessary, but it can also be harmful because information might be lost in translation.

In the end, writing for the user is preferable. Concentrate on making them happy. Provide them with the best possible material as well as the best possible experience while consuming it.

When you write for your target audience, you’re also writing for Google. If you do this, you’ll be sending all the appropriate search signals. Keywords will be used, links will be earned, mentions will be gained, authority will be built, word of mouth will be generated, you will rank well, and traffic will be driven. Naturally.

That’s SEO in the modern era.

How Stopping Search Engine Optimization Affects Your Business

How Stopping Search Engine Optimization Affects Your Business

When a business reaches the first page of Google, they assume their SEO efforts are over. But what happens then? Can you save money by halting it? There is an unfortunate misconception that SEO is a one-time expense, and that you’ll continue to rank well long after you achieve what you set out to do. This is not the case at all.
It’s important to note that stopping SEO is different from stopping any other marketing effort. Stopping SEO has implications from your revenue to your website. Here’s what happens when you stop SEO:

THE WEBSITE WILL HAVE MORE TECHNICAL ISSUES

The focus of SEO isn’t just on helping you get higher rankings in search engines. A good SEO company will also monitor your site for problems that may impact search engine ranking. Without an SEO agency monitoring and watching out for things breaking on your website, technical issues can quickly mount. If you’re unfamiliar with how websites work, then you probably don’t know that things occasionally can break without reason. Over time, the effects of these problems eventually affect the functionality of your website and can end up costing you a great deal.

If you stop SEO services, you may also lose out on developments like mobile responsiveness, page speed, and user experience – all of which have an effect on your website ranking and are treated by your SEO company.

A REDUCTION IN RANKINGS AND TRAFFIC WILL SET IN

Crawlers return to your site to re-index your content when your site publishes new content. Thus, if you have your site crawled more often, search engines will pay it more attention and you will have a better chance at ranking higher. SEO agencies make sure your website has fresh, relevant content on a regular basis. If you stop performing search engine optimization, you will lose search engine ranking as competitors continue to index their websites. Google’s ranking algorithms are continuously updated as well. SEO agencies continually adjust their strategies to stay current, and what worked last month may not work this month. In the long run, you will lose traffic and rankings by skipping SEO on your website.

You will quickly be outranked by your competitors

To be successful online, you need to stay on top of your competition. So, it stands to reason that competitor analysis is one of the most important parts of SEO. The examination of your competitors is therefore one of the most important SEO components. Regularly monitoring and analyzing their clients’ competitors can help their SEO agency keep up with and outdo them. It’s a given that your competitors will be keeping an eye on you if you rank well for competitive keywords in your industry. You are basically handing your ranking over to them on a silver platter if you stop SEO. You will lose all the traffic you’ve invested so much in if they continue investing in their SEO while your site stagnates.

It's going to cost you a lot more than you anticipated

A constant effort is required for SEO. You can compare it to going to the gym. In the beginning, seeing results will take a while, but you’ll soon start seeing improvements. However, if you take a long break from work, you will gradually revert to your old habits, perhaps even worse than before. After you’ve stopped SEO, your website’s rankings and traffic are hard to regain, just as if you stopped going to the gym for a long time. By restarting, you’ll essentially be starting from scratch. You will lose all the time, money, and effort that you spent on SEO before you stopped it. 

It may seem like no longer investing in SEO is going to reduce your monthly expenses, but you’re only wasting all that money and all the initial investment you made.

STAY UP-TO-DATE ON YOUR SEO WITH THE X360 DIGITAL

Does stopping SEO make sense? Definitely not. If you want your business to be found online, SEO is a necessity. Your business strategy should include it as a crucial element, not just an optional part. Unless you treat SEO as part of a long-term, consistent effort, you won’t reap the benefits. Our success as local Calgary businesses has helped dozens of Calgary businesses succeed online. If you’re considering quitting SEO or you’re unhappy with your current agency, we can help.

Local Marketing What, Why &How

Local Marketing: What, Why & How?

Businesses advertise in the city and local area as well, which has been resulted in strategic lead generation marketing strategy. 

The local advertisers target specific customers right where they are e.g., workplace, home, local marketplaces, and neighbourhoods as well. The nature of local marketing enables to target prospective customers in a restricted geographical area, this is due to the intention of targeting customers near the business locality. Local marketing has embarked its importance through Google maps in Calgary. 

The significant example of local marketing is positive search results of the google command ‘near me’ this enables the business to portray itself in the local environment and allows customers to find the best service as per their need. 

The outcome of search results on google map is known as local marketing in a nutshell.

Local advertisers

Why local marketing?

The purpose of local marketing is to drive customers physical traffic and ‘near me’ search results on Google, to create ease in business accessibility. 

Near-me command has gotten to be gigantically well known in later a long time. Previous Information demonstrates that near-me command has significantly developed year-over- year specifically between 2018 and 2019, and since from that point, web browser clients are utilizing near-me command to discover every essential service. 

The advancements in search technology have enhanced the user process to search for nearby businesses. Majority of users expect nearby outcome without pre-stating it during the online search process. 

Google database shows that localised searches have evolved 150% faster than searches like “near me”, without the location search, many users now by default expect web browsers to consider location when searching for relevant results. 

Is it beneficial for my company?

We would say it is as this type of marketing is marked to form a substantial growth for companies as it can result to be advantageous to attract customers and form a long-lasting customer. This form holds the potential to enhance business credibility and customer retention rate as well. 

The combination of the widespread adoption of mobile devices and the increased focus of Google on local search has made local marketing a very efficient way to draw new customers to your business. 

Our approach towards Local Marketing?

x360 Digital approaches local marketing with the combination of 

The marketing strategies are designed by rigorous research on the target audience and the company’s nature. The budget local marketing strategy designed by our experts will enable to generate leads and long-term customers for your company. 

Top Tip

Customer reviews matters and promoting them in the local market will enable to obtain trust and enhance company credibility.

Choose Us!

We help our clients with all the marketing forms respective to their company’s nature. Our service will enable to build local customers which will eventually enhance your local market reputation and lead generation process as well. 

Digital Marketing Strategies

Marketing Strategies for Festive 2020

Digital Marketing Strategies

The year just simply passed, and we can already see what Christmas is going to be like. Stressful for many people, customers are not focusing on the festivals, instead simply are striving to get through this year (2020).

As a marketing agency in Calgary, we understand it’s challenging to derive the attention of people who are panicking and are under pressure. Creating personal and strong relations is reasonably the best way to get through this year.

We are here to provide you with some marketing ideas for this uncertain festive season, join in to cheer people and spread joy.

Involve Your Customers

Every good marketing strategy campaign will place its customer on the top priority of every aspect/decision. Involving the customer is one of the best relationships building aspects a company can incorporate during this pandemic.

There are many ways to increase customer involvement. Try asking and incorporating improvement suggestion, designs and what they do expect from your company. There are many add on factor such as calling the customer to design for your brand, asking them for a social media takeover.

This campaign will enable you to explore the customer’s hidden talent and your company’s untouched potential as well. This campaign will result in being a win-win situation, as your company might attract new customers and form strong relations with the existing customer base.

Your Customers Feeling Special, Will Result in The Greatest Achievement of The Year!

Social media marketing trends 2020

Transformation of Your Online Presence

The current situation has increased the significance of online market, according to the 2020 statistics people prefer online purchase/interaction over the offline concept. This transformation has potentially changed the aspect of businesses to function digitally.

The festive season is a phenomenal opportunity to think out of the box and transform yourself to catch-up with the coming year 2021. Significant changes can be made in the website layout and adding substantial interaction by your blog posts, company gallery and sharing recent work with all the customers out there.

According to the 2020 customer research in Calgary, it is observed people are mostly attracted to new designs and colours on the website. Another important factor is functionality ease, x360 Digital can potentially solve your problem by creating/recreating a phenomenal online experience for your customers.

Your post-festival changes and overcoming this uncertain situation will create a positive buzz, increase customer engagement and will enable you to build new relations with your target audiences.

Email Marketing - Festive Style

This marketing is not for festivals specifically, it is used to enhance or create personal contact with the current/potential customers. A festive theme (Christmas and New year) email marketing is perfect to interact with customers during the end of 2020.

The campaign is not meant to be promotional; it can entail wishes and motivating messages for the upcoming year 2021, however, sneaking in a bit of promotion will increase the excitement for customers. These campaigns hold the potential to pay off your company in a long run.

As Christmas is approaching, we are looking forward to interesting and creative campaign full of customer interaction. Let’s end this year with no suspense but only meaningful relationships.

Afterall a wonderful time is needed, which is no more expected from 2020.

Top Marketing Festive Tips

Top marketing festive tips

Give the campaign a head start by starting it on time.

Give out some exciting offers on Christmas and New Year, promote the offers through social media and word of mouth.

Modify your online website/e-commerce website to provide a festive feel to the customers.

Paid campaign is perfect head start during the festive season. Facebook, Instagram, YouTube are some popular platform to promote your campaigns.

At x360 Digital we can support you design the campaign, which eventually will enable you to attract new/potential audiences in the market.

Hey, having a campaign in mind?

Let’s discuss, x360 Digital is always at your service. We support your business by designing and implementing a new strategy according to the requirement. Our experts will help you, interacting with your customers and establishing meaningful relationships. 

Contact us today! We are proud to have established strong relations with our clients

Specific Marketing Strategy For Your Brand

Specific Marketing Strategy for Your Brand

Digital branding strategy

Establishing a business is unfortunately just not everything. In this digital era, “it’s built and the customer will come” theory does not work, to become a brand and sensation it’s essential to follow a customised strategy including development, ethics and most important factor which is marketing. 

Your company have to be sure about every effort and money spent, that is where x360 Digital takes over and design a creative marketing strategy for your business to increase awareness and lead generation through Digital Marketing, it entails marketing efforts which are functioned electronically. Start-ups can establish awareness through social media, blogs, content marketing and many more 

Marketing is a completely different aspect to developing a business, it requires the expertise and combination of different digital tools which are effective for your business and prospective audiences in Calgary.

Where do I start?

Choose Your Target Market

Serving a complete market has resulted to be a myth for various companies. The reality of targeting a specific market segment is essential for companies to gain higher ROI.

Do you want to invest time and money efficiently?

We hope yes, it’s a onetime process to understand your target market. After all the process is beneficial for a long-term and enables you to enhance according to the nature of your customer and unique value proposition as well.

Apparently the better you know your customer, the everlasting is your journey in the industry.

We are always there to support your business with competitive marketing strategies, it will enable your business to defeat the market saturation and create everlasting sustainability.

Top Tip: Predetermine a baseline and growth of the target audience you are willing to serve.

Social media branding for small business

What’s with the Budget?

Everything is determined by the money you are willing to invest. Marketing is not all about spending money, variant dimensions have enables everyone to market their brand, inbound marketing is meant for start-ups and other businesses ensuring 61% less investment with higher returns. Inbound marketing includes SEO, blogs and social media to boost your company presence with a decent amount of regular traffic.

The best way for start-ups in Calgary is to conduct an ROI analysis and ensure the customer-oriented marketing strategy.

Marketing Tools for Your Business

SEO

Search engine optimisation is an effective practice for start-ups, it makes your company’s website appear on the top and in the trending search engine results pages as well. People often think the process is highly technical and expensive due to effective results. But we guarantee it’s not done by a robot!!! The process is based on a simple algorithm of building links and quality/unique content compared to all other company’s website in the industry.

Social Media Marketing

It’s one of the most underused tools by businesses, social media holds the potential to break all bars for companies in the industry if used to the full potential. The best feature is audience categorisation on every social media platform out there. To meet the expectations and results, the right social media platform, suitable for your business and target market is essential. Platforms such as Facebook, Instagram and LinkedIn are popular to generate leads for numerous nature of businesses in the industry. Top Tip: To know your customer try interacting with them regularly

PPC

Pay-Per-Click is one of its kind for start-up businesses. As the name speaks for itself which is paying for every click on your advertisement, it holds a good value in terms of budget, right audience and call to action for your website or social posts. This tool of Digital Marketing sheds powerful technique such as Google Ads, Facebook and many more, these ads are operated from Adwords, enables you to target the right audience, trend on the top with a minimal pay due to the PPC technique of keywords. The keyword algorithm enables start-ups to target their niche to engage and increase business credibility in a decent amount of time.

Small business branding services

What do x360 Digital Offer?

Start-up marketing initially is potentially a complex science. Similar strategies have failed and lost customer attention in a short period, x360 Digital resolves the problem with a strategy for specifically your niche and business. We have kept our start-up clients in Calgary spiralled with creative Digital Marketing strategies.

We ensure to undertake all the services and tools stated above and of course relevant to your business.

Design Your Website With Experts In Calgary

Design Your Website with Experts in Calgary

Design Your Website With Experts In Calgary

The advancements in technology and virtual businesses has enabled small businesses with the opportunity to display themselves by virtual presence. Creating a website is the perfect start to attract your target customers and to create a first impression as well. 

Website is one of the wonders of virtual presence and has now become reality for all scale businesses. The website development process has evolved over the years with various tools which enable build and manage your websites for a long-term basis, the tools such as WordPress are popular to craft an impressive website and user-friendly website.

To get started with a phenomenal virtual presence, you’ll need some basic guidance to put you on a successful path. Choose the best website builder in Calgary to explore a website design journey in 2020.

What’s the Process?

Handing over to the experts is what makes the process easy for your business in Calgary, at x360 Digital we follow the universally creative process to meet your company and consumer’s expectations.

ecommerce web design

Which WebsiteBuilder to Use?

Various website builder are claiming to be the best in terms of use and dynamics, however, nothing to worry about we help you decide the best platform which suits your business and budget as well.

The experts prefer using WordPress to create a website for your business, it is proven that WordPress is beneficial for small and medium scale businesses on a long-run assumption. 

The benefits of using WordPress:

WordPress, an asset for small businesses

It enables small and medium businesses to portray out there in cost-effective, creative and efficient techniques. It’s easy to manage a WordPress website regularly and trend it by SEO plug-ins such as Yoast and our expert tactics.

Free plugins

WordPress provide essential low maintenance plugins to make your website different from other website and businesses in the industry. The plugins will enable you to analyse customer behaviour, demand and improvements which are required to enhance the user engagement.

WordPress updates constantly

It provides updates regularly which ensure up-to-date functionality of the plugins which you have embedded or should be embedded as per the nature of your business. The constant update will ensure security with the rectification of all the bugs which could potentially cause a disturbance in the client experience.

WordPress website design & development

Is There Huge Money Involved?

With us, it’s ‘No’, we ensure that it does not, however, it also depends on the process you undertake for your business. We at x360 Digital assist our customers with website development, marketing and generating leads. Our experts provide you with a combination of variant services in an individual cost, which includes website development, customized website and dynamic elements.

What we ensure?

Try our services with the hosting charges and your website multiple revisions on your perfect companion x360 Digital. We ensure low price guarantee and challenge the prices you have been paying to the Yellopage Company.

Let’s work on your business for a successful launch in Calgary!

Best Ecommerce Development Company In Calgary

Best Ecommerce Development Company in Calgary

Best Ecommerce Development Company In Calgary

Ecommerce sales are essential for businesses to establish significant space in the market. The first e-commerce establishment was made back in 1994 by Dan Kohn, a boy who sold Sting CD through a website which was then known as e-commerce trade.

It has been a long way; these services have established a successful market as more shoppers and customers are shifting to online sale and purchase due to the drastic takeover of technology over our lives.

x360 Digital support businesses of different scales to develop online and offline by various techniques such as Digital Marketing, E-commerce, Advertisements, Website Development and Cloud Services. We are the team of experts in Calgary proficient in understanding your business, growth and marketing solutions as well.

Experience andSolutions for Your Business

An effective e-commerce website requires variant expert skills and analysis such as:

Experienceddesign team

As per the statistics, a consumer takes 50 milliseconds to create a first impression, which is where it’s proven, design matters as the first stop point for the users is website homepage which is expected to entail an appealing design. Appealing design in what we help you with, we support you with the experts of Calgary to design your website from scratch till the phenomenal result.

Websitedevelopment

Website is the key to a successful e-commerce business. Dynamic changes in the world have indeed created opportunities, however, has kept businesses bound to stay updated at all time. Matching the trend is essential and possible with the support of experts on board. The website developers should be fluent in the technology and solutions required to acquire customers on a large scale, experts enable your business to differentiate from the competitors in Calgary.

Custom eCommerce Web Design

Data analysis

E-commerce retailers need to understand their potential customers and an effective way to reach them in this dynamic online marketplace. Data analytics is needed to optimize the process, helps to increase the net profit. This is an essential offering, experts in data analysis will be highly beneficial for your business and will support the effective decision-making process. Your business needs a full-proof plan to convert the target audience to potential customers digitally.

SEO

Increasing engagement is what an e-commerce website strives for, a website with the best SEO strategy is the ones first on a search engine such as Google. It encompasses various marketing skills, strategies, analytics and expert testing as well. SEO is an in-demand skill for companies with an e-commerce website, this tool enables companies to fight the dynamic future.

ProductMarketing

An essential aspect for e-commerce businesses which entails the need and similar customers to sell your product to the potential customers. 

Product marketing includes positioning, launching, marketing existing product, social media strategies, customer success, advertisements and much more, which supports your business to drive product demand and usage as well. The process is successful after deep analysis, customer identification and need identification that is where x360 Digital can handle the identification and marketing process ensuring effective results.

Best e-commerce platforms?

Shopify, all in one platform for e-commerce businesses which simplifies the process of website creation, inventory management, web hosting, security, caching, accepting payments. The platform is designed for all sizes of businesses, it covers you with sales online, social media and in-store.

Why Shopify?

WooCommerce, an open-source plugin for WordPress. It leverages the most powerful content management system and uses it for an online sales store. The facts that it is open-source enable you to customize variant aspects and extensions of your digital store.

Why WooCommerce?

The platforms stated above are driven with safety and security, an e-commerce store you will be dealing with various customers and sensitive information such as credit card details and personal details. Shopify provides will take care of all information and servers.

What can I sell on Shopify and WooCommerce?

Physical products

Services

Classes

Rentals

Ticketed experiences

Memberships

Our Approach

x360 Digital fulfils all the aspect of an effective e-commerce website, we have a clear aspect which enables your company to create the website, market the website which ultimately results to company recognition, sales and lead generation for your company. We fulfil all the offerings stated above with expert solutions and support at all time.

Why Us?

x360 digital enables you to generate engagement and sales for your business by following all the solutions and services provided above. We keep your e-commerce website as a top priority as we understand it’s similar to an establishment of a virtual store and add on to your goodwill.

We help our clients with the whole process from website development to customer success. Our services will enable your business to connect with the clients & create unbreakable long term relationships by ensuring relevant & engaging content, website design, call to actions and blogs for your business.