All posts by JoshuaEvans

SEO in Toronto – The Competitive Market

Like any busy metropolis, Toronto is a world class city with many people from all walks of life. Toronto was named the intelligent city of the year in 2014. A year later it was named city of the year globally. With many people comes many small to medium sized businesses to support the local cities.

With a lot of similar business comes natural competition. These businesses are all competing for exposure to get customers. Back in the day the Yellow Pages was a very popular place to advertise your business. If you’re old enough to remember this, when you needed to find a plumber, electrician, dentist or lawyer, picking up a yellow pages and looking for what you need was relatively easy. Companies paid big bucks for a spot in the Yellow Pages. Some were even full page ads just to attract prying eyes.

For customers, when they saw a huge listing in the yellow pages compared to a smaller one, there seemed to be more trust with the larger sized ad. They can surmise that if they can afford to pay for such a large ad then they must be successful, so that also means that customers must really like them. If we compare it today, in Google, if a company has a page 1 listing in organic search, it almost holds the same weight like a large ad in the yellow pages. It conveys trust because if it’s on the first page of Google is must be good, right! Consumers have the added benefit of reading reviews as well, which can or sometimes not validate the company’s reputation with its customers.

Businesses Are Clamoring For the Top Spot in Google

 

So it’s no doubt that all these businesses are looking for that top spot on the first page, or at least ON the first page. There’s a saying that if you’re not on page one, you’re not found. This is so true because most of the clicks on websites when doing a search are performed on the first page. Only 6% of people actually go to the second page.

How to get the #1 Spot?

 

This is where SEO comes in . The other option is paid ads through Google Adwords .  You can guarantee a first page presence with Google adwords and will only compete with 1-3 other businesses competing for the same keyword. The problem here is that people are now savvy enough to know that these ads are paid ads and that they know these businesses paid for that listing. So the question in their mind is what is more legitimate – a paid listing or a listing that shows up in organic search?

So getting back to SEO, with such a competitive market in Toronto many companies are seeking seo services.  There are many possible keywords that are searched for with each business so any number of keywords can be targeted. If you compare Toronto to another city, say Orillia, the same keyword will be much harder to rank for in Toronto. This has to do with the amount of similar businesses all trying to rank for the same. If the keyword is too difficult, a smart SEO agency will strategize a plan to rank for “long tail” keywords which is basically a search term that people are looking for but not searched as much, but can still yield results. Ranking for many longtail keywords can get the phone ringing just as much as if ranking for one heavily searched singular keyword.

So if you’re a business owner in Toronto, take the advice of your SEO and if they recommend going for a keyword with less competition, it may be an option. Once you start ranking you can then try to go for the harder keyword and it will be easier as your authority will be built up by then.

All About Marketing

At Bluebananamarketing, we understand the value of setting goals, realizing expectations and driving performance. Marketing today is done much different than it has in the past. In the past, you would see marketing campaigns that would talk about a product, discuss it’s features and how great it is, maybe even compare it to another product and then tell you that you need it. What worked then does not work now but the core essence of this is the same.

How it works today

Today marketing still has the same result, where it makes you want to have the product. In the old days ads told you you should get it, nowadays, ads appeal to your emotions, to make yourself decide you want the product or even service advertised.

You may remember the ipod commercials that Apple released many years ago. They never told you that you need to have it, never compared it to other products. What they did though was appealed to your emotions. Accompanied with slick graphics and edgy music, it made the ipod look cool. People want stuff that looks cool, and they knew the demographic they were targeting.

Ads Everywhere

Nowadays advertising is in your face every day.  From TV commercials and infomercials, to radio ads, print and especially online.

I was recently in Bangkok, Thailand and was amazed at the in-your-face advertising that people while waiting for the Skytrain, which is an above ground train system in Thailand. Ads are everywhere, in the station, on the train (TV) while waiting for the train, etc. It’s the most aggressive advertising I have ever seen.

bangkok advertising

It’s effective because people are waiting around for the train to come, so any distraction is welcomed by their eyes. You can even watch people how they focus on the ads. The attention is very obvious.

So today advertisers are doing much of the same as yesteryear but appealing to emotions much more. This strategy has proven beneficial for advertisers as they take in billions of dollars a year collectively for their marketing efforts.