Case Studies

Tag: web success

Web Hosting, Everything You Need To Know

Web hosting is an indispensable service that you should consider when launching your own web page. Or, if you already have it and want to jump to an accommodation with more guarantees. But, what is a hosting? Which is the most appropriate? Why is it important to host the web on a good server? We answer all these questions in this note.

What is a web hosting?


web hosting


In simple words, it is a service where a provider rents you a server connected to the internet. In this rented space you can store all the files, files or data required for your website to work properly.

In turn, a server is a physical computer that works continuously so that your page can be available 24 hours a day, 7 days a week for anyone who wants to see it. Basically, it is a machine that is connected to the Internet through a network that has a wider bandwidth than the usual domestic connections.

In this way, whoever provides the hosting is responsible for keeping the server running uninterrupted. In addition, it must ensure its security, that is, protect it from malicious attacks. And especially, be able to transfer your complete content (text, images, videos, files in general) from the server to the browsers of your visitors.


How does hosting or web hosting work?

When you decide to start a new online site or an application, you have to locate a web hosting company that can provide you with space on a server. As we discussed in previous lines, your provider will be responsible for storing all your files, databases and materials on the server.

In this way, every time someone writes in the address bar of your browser, the domain name of your website, your server must respond automatically. That is, you must transfer all the indispensable files to attend the search.

The hosting plans are very varied, you must select the one that best suits your needs and acquires them. If it is a small project that you just start, it is best to opt for a basic plan. Then, when your website grows and you need more space on the server, then you can jump to a more advanced plan.

In general, hosting accounts have a graphical user interface where you can manage every detail of your page. So it is not essential that you have extensive programming knowledge to attend to daily web administration tasks.


Types of web hosting

Hosting service providers offer a full range of hosting types in order to respond to their different clients. The most frequent are:


Shared Hosting


It is the most usual in web hosting since it is an ideal alternative for small businesses and blogs. In this case, you share a server with several clients of your hosting provider. That is those websites hosted on the same server share all the resources. For example, computing power, disk space, memory, and more aspects.

The good thing about this type of web hosting is that the plans are more economical, and it is ideal for beginners. However, as a relevant negative point, the loading of one website can affect another.


VPS Hosting (Virtual Private Server)


It is a type of Virtual Private Server (VPS) where although you still continue to share the server with other users, the hosting provider assigns you a separate partition. All this, depending on your specific needs. For example, you can get more processor power or memory.

This type of web hosting is ideal for medium-sized companies that are growing. The main advantage of the VPS is that the performance of your website will not be affected by the traffic increases of the other sites with which you share a server. However, keep in mind that you will need more technical knowledge for server administration.


Specialized Hosting


Specialized web hosting is a particular form of shared hosting. But created by application owners or sites like WordPress, Joomla, Prestashop, and Magento. When acquiring, for example, a specialized hosting in WordPress, your server will be configured specifically for this website. So your page will come with pre-installed plugins.

The point in favor of this type of hosting is that thanks to the highly optimized configuration, your website will load much faster, and will work with fewer inconveniences. Of course, as a not so favorable point, the prices of the plans are higher. Although it will be worth the investment.


Dedicated Hosting


You will simply have your own physical server exclusively dedicated to your website. So you will have more flexibility, you can configure your server as best you want. In addition, you can also choose the software and operating system you want to use. In short, the hosting configuration can adapt perfectly to your needs.

As a negative point, you will need more technical knowledge for the configuration. And the subscription plans are higher than the previous ones.


Why is it important to host the web on a good server?

By choosing a good hosting server you will have storage in SSD hard drives for faster access, improving response times. In addition, you can be at the forefront with the latest technological advances. For example, the HTTP/2 protocol that speeds up your website without having to make changes to the source code, providing incredible download times. And very important, you can access SSL Certificates to protect the exchange of relevant data, avoiding malicious attacks.


web hosting


A good hosting improves the positioning of your website, as well as the user experience by accelerating load times, providing confidence and security. And it gives an optimal promotion of your site.

How To Set Up An Affinity Marketing Campaign For Your Brand

Have you ever been offered a credit card with the name of another service?

When JP Morgan Chase Bank partnered with to offer an Rewards Visa Card, they realized that the online shopping market was expanding.

What better way to serve online shoppers than by partnering with the largest online retailer in the world?

This partnership, also known as an affinity marketing campaign, allowed these two companies to link their brands in a mutually beneficial relationship.

These campaigns are win-win scenarios for both parties.

When a business partner with an organization provides goods in exchange for access to a new market, both parties benefit.

Through its affinity partnership, Chase Bank increases its general customer base, while Amazon offers incentives to those who use the credit card with their service, which increases the number of people who probably buy Amazon products.

Affinity Marketing

Who uses affinity marketing campaigns?

There are two parties involved in an affinity marketing campaign: the affinity group and the business that provides the group with a new product or service.

Affinity groups typically include:

  • Membership organizations or associations
  • Non-profit organizations and charities.
  • Companies that deal with specific demographic data.

Companies that are associated with affinity groups differ widely in size, scope and product offered.

Companies that participate in affinity partnerships can be as small as a coffee shop that sells cakes from a local bakery, or as large as credit card companies that wear the logo of sports teams on their cards to attract fans.

Some other business examples typically involved in affinity marketing campaigns include:

  • Airlines
  • Hotels
  • Banks
  • Supermarkets
  • Large clothing stores
  • Real estate companies
  • Gas stations
Affinity Marketing

Why use affinity marketing?

  • Establish policies and procedures for client recommendation.
  • Develop ambassadors within your community to promote your services
  • Negotiate mutually beneficial marketing relationships
  • Request endorsements from associations with many members.
  • Group of marketing effort to individual niches.
  • Cross sale of products to existing members.

What type of clients are actually marketed?

The greatest strength of an affinity marketing campaign could be how customizable it is.

There are hundreds of affinity groups and target markets for companies to present themselves, and with the right campaign, these strategies are largely successful.

Members of organizations are always looking for more incentives to stay in an organization, which makes them one of the most successful affinity groups to which campaigns are directed.

For example, AARP is the largest organization for older adults in the United States, a target population of The Home Depot.

When Home Depot marketers realized that the best way to reach this group of older adults was to get help from AARP, they associated with the affinity association.

AARP representatives understood the potential benefits of partnering with The Home Depot, such as agreements to offer current members and increased brand advertising in the store.

Through the AARP newsletters and updates, the association’s representatives announced the new promotions and benefits that Home Depot was offering, giving AARP members more reasons to renew their membership.

Simply reaching a new group or organization is not enough to develop a solid relationship.

Successful affinity marketing campaigns lead teams of marketing strategists and business negotiators to take advantage of a strong partnership with another company or organization.

Affinity Marketing

How is an affinity marketing plan developed?

At the beginning of an affinity marketing campaign, companies generally have a rough idea of which affinity group they want to reach.

Marketing managers first seek to identify potential market areas and begin to work with the sales side of a company to discover the potential benefits of entering these markets.

This part of the marketing campaign requires many numbers, so the marketing team should examine how different affinity groups could affect the sales of a product.

Fundamental criteria in affinity marketing

Communication is one of the most important elements of a successful affinity marketing campaign. Marketing teams must follow the following steps:

  • Choose the right business partner
  • Set clearly defined goals, objectives and responsibilities.
  • Make sure your partner’s goals are aligned with yours.

After deciding on an affinity group to target, the marketing team begins to create a list of goals and objectives for their campaign.

This includes not only the sales figures, but also aspects such as the image of the company.

The image of the company and the brand is an important element of any marketing campaign, so the marketing team must identify the organizations that complement its current image.

After developing a list of potential partners, marketing managers communicate with those organizations and companies to negotiate the terms of the partnership.

During the negotiations, the marketing specialists explain exactly why an organization must associate with a company, from promotional offers and offers, to meet the growing needs of the members of an organization.

Trade associations carry a great deal of legal responsibility, which means that both organizations must draft terms and responsibilities to ensure that all needs are met.

If both organizations accept the terms of the agreement, an affinity partnership is developed.

From here, the affinity marketing campaign really takes shape, as public relations experts and advertising agencies issue new agreements and offers that the organization or company is providing to its clients or affiliates.

The campaign is aimed at the target audience and sales representatives begin to track the impact of the campaign.

Leaders from both ends of the association meet frequently to discuss any improvements or adjustments that can be made to the campaign, taking into account market research and sales figures.

If a company has partnered with a non-profit organization, they often conduct surveys to find the reaction of the public to the new association, and it is an improved image of the company.

Nonprofit organizations report any increase in the influx of funds and decide whether or not to continue the marketing campaign.

Affinity Marketing

What career titles work with an affinity marketing strategy?

Discover some of the different degrees related to the implementation of successful affinity marketing strategies.

Marketing manager

What do they do?

Effective marketing managers have a lot of analytical and management skills needed to carry out affinity marketing campaigns.

The main responsibility of marketing managers is to estimate the demand for a product and identify potential markets for that product.

Marketing managers help determine affinity groups for companies to focus, calculate numbers and develop a list of potential partners to reach those groups.

Marketing managers must have strong communication skills and be able to negotiate business partnerships to establish a successful affinity marketing campaign.

Education and experience

Most marketing managers have at least a bachelor’s degree in marketing.

Other generally accepted degrees include business, accounting, economics, mathematics or statistics.

The simple fact of obtaining your bachelor’s degree does not guarantee you the position of marketing manager.

Marketing managers also often gain several years of experience in lower-level marketing jobs before making the leap to managerial positions.

Advertising and Promotion Manager

What do they do?

Promotional managers work with marketing managers to help determine what promotions or benefits a company can offer an organization in an affinity partnership.

This individual brainstorms the various benefits and potential promotions to offer affinity partners and refers them to the marketing manager to determine their impact.

Promotions managers help plan advertising strategies for the partnership, discovering ways to reach customers.

This could include mail campaigns, phone calls or brochures to inform members of an organization about new benefits or offers for which they qualify.

Education and experience

Promotional managers must obtain at least a bachelor’s degree before obtaining employment.

In general, these people look for degrees in marketing, business, advertising or public relations.

Promotional managers must have a solid foundation in business communication that allows them to work proactively with marketing managers and leading partners.

Marketing Specialists

What do they do?

Marketing specialists enter a company to consult on marketing strategies.

These professionals usually have years of experience in the development of marketing campaigns, which allows them to provide guidance in the campaign.

Many marketing specialists are independent contractors with a great reputation for success.

The marketing specialist sometimes assumes the role of marketing manager, while others assume a much broader role in the overall campaign, overseeing multiple areas from negotiations to promotions.

Education and experience

Most marketing specialists have at least a bachelor’s degree in marketing, but the experience is truly the greatest indicator of an effective marketing specialist.

Most marketing specialists get at least 10 years of experience before entering the independent contracting field.

Affinity Marketing

How can a marketing school help you in this field?

A bachelor’s degree program in marketing raises the essential question: how do you make sure that you understand your customers and how they are given a higher value?

For strategists who implement affinity marketing techniques, this is the first question they must ask to discover how to market products to new affinity groups.

Marketing programs present future professionals with the background and skills needed to communicate their brands effectively to different affinity groups.

One of the most outstanding skills in the marketing school leads these individuals to success in the future: communication.

Business communication and marketing skills are essential to develop an effective affinity marketing partnership with an organization.

In a marketing school, students learn how to present business proposals that they develop in class.

These exercises allow students to practice their presentation skills in front of their classmates, taking criticism and adjusting their speech styles.

These skills are transferred to the real world when marketers present their proposed affinity marketing campaigns to potential affinity partners.

Marketing classes also teach students about the psychology of consumers, and why they buy certain products, join organizations and look for specific brands, elements that are directly related to successful affinity marketing campaigns.

This experience in consumer psychology allows professionals who examine the use of affinity marketing campaigns to consider the needs of an affinity group, and whether their product can meet those needs.

Profile analysis and marketing of consumer behavior are some of the most critical elements of any successful affinity marketing campaign.

By exploring the benefits of different consumer markets, professionals can constantly expand their business without experiencing stagnation in the market.

Because affinity marketing is associated with entering new markets, professionals must also have a complete understanding of how to develop new products and services.

As marketers examine the impact of an affinity marketing campaign, they can discover ways to increase effectiveness by adjusting current products or offering different ones.

Certain marketing courses offer students the opportunity to learn the value and process of developing new products to meet the need for a new customer base.

For more information on how to obtain a degree in marketing can help boost success in affinity marketing campaigns, ask for information to schools that offer marketing titles.

The Importance Of SEO For Your Business Now And In The Future

Today’s consumers live in a digital world. According to Accenture, approximately 94% of B2B buyers say they search online before making a purchase.

Brands that do not take the initiative to take advantage of and understand the importance of SEO will be left behind and lose a great value that they could be adding to your business.

In the B2C sector, you can also see the predominance of the online world. Statista reports that global e-commerce is expected to reach $ 4.5 billion by 2021.

By that time, e-commerce will represent 17.5% of all retail sales, more than double what it was in 2015. In addition, GE Capital Retail Bank reports that 81% of people who investigate online before making the decision to buy something.

The digital world also affects local companies in the local search. An LSA-Acquisio report found that 75% of mobile searches result in a visit to the store within 24 hours, and 30% of these visits result in a purchase.

Modern consumers see the Internet as an integral part of their shopping experience. Regardless of whether they shop online or in person, they use the Internet to learn more about the products and businesses available.

The digital market, therefore, can not be overlooked by any business.

Investing in SEO, however, can seem overwhelming.

Companies want to know that the time and financial investment they make will give them a strong return both now and in the future. This is what every organization should know about the importance of SEO.

The importance of SEO for your business now and in the future

Understand the fundamental principles of SEO

Search engine optimization describes a strategy that covers almost every aspect of site creation and content development.

When done effectively, it creates an exceptional user experience for the consumer, which increases their confidence in the company.

The main objective of SEO is to demonstrate its value to search engines. When they know their value, their pages will have a high rank of relevant queries for their content.

The importance of SEO comes from its ability to help customers find it easily.

How search engine optimization works

Google ‘reads’ the websites available online with their spiders.

These spiders look for key information that indicates the topics and the value of the content of each web page.

Spiders, of course, can not really read. This means that they will search for certain terms and examine the organization of the site to find clues about the value of the site.

These are some of the aspects of SEO that form the basis of any strategy.

Keyword optimization

People often talk about keywords when people discuss the importance of SEO. The keywords refer to the terms you write about, trying to match the keywords that your target audience uses in searches.

It is important to realize, however, that keywords alone are not enough. Google does not want to see text that is filled with endless repetitions of the same keyword or key phrase. This text reads poorly and contributes to a poor user experience.

Instead, Google wants to see high-value keywords, but also semantic words. Semantic keywords refer to the other terms you will probably use when analyzing a particular term.

The semantic terms that he uses give Google more information about precisely what he discusses about this topic and the level of depth it offers.

Content that does not use many related keywords can be seen as superficial and does not offer the value that customers want to see.

The construction and organization of the site.

Google and its algorithm also analyze the organization of the site. A clear site map makes it easy for Google to navigate the site.

It also helps ensure that the spider does not miss any of the pages on the site while it is exploring the domain.

A clear site map and easy navigation also contribute to the user experience.

When users can easily move through their site, they get better involved with the content. It also improves your ability to convert and then become a paying customer.

A part of the construction of the site also includes the loading speed of the site.

The pages that are loaded slowly on any device will be poorly marked by Google and will also be abandoned by users who enter the site.

Brands should take the time to carefully consider how they build their site, including the images and videos they use, to be sure that everything has been created to ensure an optimal loading time.

The importance of SEO for your business now and in the future

Site errors

Site errors also negatively affect SEO.

These site errors interrupt the user’s experience and make it difficult for visitors to find the content they want to see.

Google disregards these types of errors and will damage the page rankings. Part of SEO is to run a site audit and verify that all error pages, misdirected redirects, duplicate pages and similar types of errors are removed.

A simple site audit will look like this and will tell you any errors you may have on your site.

You can run the audit of this site through a variety of different programs, but we recommend that you hire an  SEO company to audit your site so they can correct it for you as soon as possible.

Mobile optimization

Of course, SEO would not be complete without a discussion about mobile optimization. Google has observed that there are now more searches on mobile devices than on desktop computers.

In response, they have updated their requirements to improve mobile optimization.

As of 2015, Google launched its call mobile Geddon update.

According to this update, the sites that were not suitable for mobile devices would be affected in the rankings.

Being ready for mobile devices can take several different forms, such as having a designated mobile site or using responsive design to adjust the site to any screen size.


Soon, Google also began to discuss the potential of a mobile algorithm first. Google announced that this update would start operating in March 2018.

Previously, Google had created its algorithm to observe first how sites appeared on desktop sites.

The search engine does not use separate algorithms for mobile and desktop devices.

With this new update, Google now looks first at the mobile construction of the website. This means that your mobile optimization will affect the rankings of your site on both mobile devices and desktops.

To succeed in this first mobile world, brands need to use mobile SEO to make sure that their content has been created correctly.

The site should be easy to navigate with your fingers. It should also be loaded on mobile devices, be easy to read and avoid pop-ups or other types of text that may interrupt the mobile user’s experience.

To fully optimize for mobile devices, brands should focus on creating sites for mobile users, instead of just creating a site that works on their devices.

The importance of SEO for your business now and in the future

Overcoming objections to SEO

The most common objections raised by companies regarding SEO revolve around the necessary time and investment.

It may take a few weeks or a few months (at least 6 months) to see actual results of an SEO initiative, which makes it difficult to find the resources to invest in optimization now.

Fortunately, there are some commercial results that brands can immediately see from an investment in SEO.

While the most significant results may take time, the positive changes observed with SEO can benefit customers, and therefore the business, immediately:

  1. Improve visibility as site rankings improve:  As brands correct errors in their sites and select particular keywords for which they want to optimize their content, they will begin to obtain ranking positions. Although they may not reach the best SERP locations immediately, they can still increase their visibility and begin to see the improved organic performance.
  2. Better commitment to site users:  As brands begin to pay attention to the importance of SEO and, therefore, begin to clean their websites, they will improve the user experience. It will be easier for people to move around the site and find what they need. This will improve the reputation of the site. It will also increase engagement with users and encourage more potential customers to become customers.
  3. Improved user experience (UX):  Clearing site errors will help eliminate duplicate content, errors, or poor redirects. This will also improve the user experience.

Brands commonly feel concerned about financial investment in SEO.

Hiring several new employees can be a burden on the budget, especially when people add the tools needed to maximize site optimization. Fortunately, there are also ways to avoid this stress.

SEO agencies can give brands access to highly experienced professionals.

These partners as they are the agencies already use the main SEO tools, which reduces the need for more investment.

Since brands should not worry about additional employee salaries or benefit payments, they can also reduce some expenses.

Those who do not want to follow the route of the agency can also start with SEO with their current internal marketing team.

Providing training opportunities can help these professionals learn the basics so they can begin to build a successful site.

However, when brands analyze the importance of SEO in the long term, they will see that the benefits only multiply the longer they stay focused on the power of optimization.

As your SEO improves, the returns you receive will far exceed your initial investment.

The importance of SEO for your business now and in the future

The importance of SEO now and in the future

Brand building

Brand building can help create powerful organizations.

When people recognize their logo, colors and name with a positive reputation that precedes it, it can help create greater confidence with the prospects. SEO and digital marketing can help capitalize on this.

As I mentioned, consumers use the Internet to find solutions, products and services for weak points.

A strong online presence will build your brand and increase your market share. Your site will appear regularly for relevant searches for your organization. Clients will become familiar with your name and business.

A strong online presence will span many channels. A complete SEO strategy will involve using platforms, such as social networks.

Your brand will be present for customers throughout their digital life, improving recognition and potential customers.

Better positions in the SERP

Your position in the SERP will play an important role in the number of clicks you receive. According to the Advanced Web Ranking, the first three positions in the SERP alone receive an average of 60% of all clicks.

This means that the higher your site appears, the more results you will get from your efforts.

Focusing on the importance of SEO will help you improve your ranking.

As Google recognizes the value that your site offers users in this sector, you will get a higher rank.

SEO helps you communicate better with search engine algorithms. Your theme will be clearer for the spiders of the search engines. It will also inform the search engines about which queries will be relevant.

Customers associate higher rankings in the SERP with industry leaders.

Google’s algorithm carefully classifies the content to find the material that provides the most value to the customer and works to separate the content that people can trust from what they can not.

Customers know that Google’s algorithm usually returns the sites that will provide the best response. This generates confidence.

When he obtains some of the highest ranking positions in the SERP, he provides an excellent platform to promote himself as an industry leader and someone whom these consumers can trust.

More traffic

As you create your ranking, you will be in a better position to increase your traffic. The best SEO practices include optimizing your titles and meta descriptions to clarify your topic.

This allows your customers to know exactly what your piece offers. Customers want to know that your site will meet their needs.

Optimizing these aspects of your site will help persuade them to click.

When you combine these elements with the strongest site rankings you get through optimization, you’ll see an increase in your traffic rates. More people will come to your website.

As you introduce more people to your websites, it will also encourage more opportunities for people to become potential customers and then convert.

The importance of SEO can not be underestimated when it comes to organic revenue growth.

Higher percentage of traffic becomes leads

SEO will also increase the percentage of your traffic that becomes potential customers.

SEO focuses on understanding what potential customers want to see and then meeting those needs. Therefore, creating a solid SEO strategy will result in a site that is more suited to your target customers.

With SEO, you need to analyze your sales funnel and determine what people want to see at each stage. You can assign the people of your target customers to the stages of the buyer’s journey, and thus create more effective content.

With content that better attracts your visitors, you can guide your prospects through the sales funnel more easily.

Customers will be able to find the content they want and you will know how to pass them to the next level. This will result in a higher conversion rate in each stage.

Business growth outside the geographical limits.

With traditional marketing, companies are often limited to their immediate geographic area. You promote yourself with direct mail, radio transmission and billboards, for example, that only people who live in your area see.

With SEO, you have the opportunity to expand your reach beyond your region. You can do business with people from all over the country and to other continents.

By understanding the importance of SEO and creating an optimized site, your page can be positioned highly in SERPs for people in different locations.

When its content is relevant, it will appear regardless of whether the prospect lives next door or thousands of kilometers away.

SEO, therefore, provides your organization with more space to grow. You have the opportunity to expand your potential audience and thus increase your reach.

You can expand your business to a level that would not have been possible before.

Greater understanding of what customers want to see

Today’s customers like to know that companies understand their weak points. They want to work with companies that meet their individual needs.

Modern customers want to foster relationships with companies and not be seen as just a number.

To serve these customers, both online and offline, you want to understand your customers intimately. This means going deeper than targeting people within a particular age range.

He wants to understand the behavior of people and why they do certain actions.

Before SEO and digital marketing, companies relied on market research and basic analysis of their own merchandise.

They used market research to identify trends in their consumption habits, for example and would use sales data to see which products and services were most popular with customers.

SEO, however, offers a completely new level for the ability to understand the customer.

By paying attention to the importance of SEO, you will begin to monitor the behavior of the client on your website.

You will see your bounce rates, how often people click on your site and where they go, your rate of abandoned shopping carts and your rate of repeat customers.

Through social networks, you can listen and participate in the conversations of these consumers.

You can receive comments from both those frustrated with your organization and those who are happy. You can use this information to improve your offers.

These behaviors were significantly more difficult, if not impossible to track before the birth of SEO and measure these metrics.

The importance of SEO and the consequent monitoring of the behavior of the website improves the ability of brands to understand their customers.

The consumer’s desire for a personalized experience and the feeling that the brand cares about them as a unique individual becomes possible.

Before SEO and digital marketing, brands were limited by what they could determine from extensive market research and some behavioral analysis of their organization.

However, with SEO, they can analyze customer behavior on an intimate level, creating a much superior brand experience.

SEO requires brands to make an investment. Without immediate results, such as those that a traditional advertising campaign can produce, it can be difficult to make that leap.

As you begin to understand the long-term importance of SEO to your organization, it should be easier to take the first steps towards digital success.

The more time you invest in SEO and the more intense your dedication, the easier it will be to see how the benefits you get from this strategy easily pay for the effort you’ve made.

The importance of SEO for your business now and in the future

12 reasons why your business needs absolutely SEO

Many brands and companies know (or think they know) that they need SEO for their digital properties, and the benefits they will get from that SEO work that is being implemented on their behalf.

SEO will undoubtedly improve the search capacity and overall visibility of a website, but what other real value does it offer? Why is SEO so important?

These 12 reasons must offer some clarity, regardless of the industry or the size of the company, as to why companies need SEO to take their brand to the next level.

1. Organic search is often the main source of website traffic

Organic search is an important part of the website’s performance of most businesses, as well as a critical component of the buyer’s funnel and, ultimately, of the users to complete a conversion or commitment.

As marketers know, Google owns a significantly larger portion of the search market than its competitors like Yahoo, Bing, Baidu, Yandex, DuckDuckGo and many, many others.

That does not mean that all search engines do not contribute to the visibility of a brand, they do, only that Google owns about 75% of the search market in general.

He is the clear leader and, therefore, it is important to follow his guidelines.

But the remaining 25% of the market owned by other engines is also obviously valuable for brands.

Google, being the most visited website in the world, is also the most popular email provider in the world (with more than 1 billion users). Not to mention that YouTube is the second largest search engine.

We know that a clear majority of the world that has access to the Internet is visiting Google at least once a day to obtain information.

Being highly visible as a trusted resource by Google and other search engines will always work in favor of the brand.

A quality SEO and a high quality website carries brands there.

2. SEO builds trust and credibility

The goal of any experienced SEO is to establish a solid foundation for a beautiful website with a clean and effective user experience that is easily detectable in the search thanks to the trust and credibility of the brand and its digital properties.

Many elements enter into the establishment of authority with respect to search engines like Google.

In addition to the factors mentioned above, authority accumulates over time as a result of elements such as:

  • Quality backlink profiles.
  • Positive behavior of the user.
  • Automatic learning signals.
  • Elements and content optimized on the page.

But establishing that authority will do more for a brand than most, if not all, other digital optimizations.

The problem is that it is impossible to generate confidence and credibility overnight, as in real life. Authority is earned and built over time.

Establishing a brand as an authority requires patience, effort and commitment, but it is also based on offering a valuable product and service that allows customers to trust a brand.

The importance of SEO for your business now and in the future

3. Good SEO also means a better user experience

Everyone wants better organic rankings and maximum visibility. Few realize that an optimal user experience is an important part of getting there.

Google has learned to interpret a favorable or unfavorable user experience, and a positive user experience has become a fundamental element for the success of a website.

Clients know what they want. If they do not find it, there will be a problem. And the performance will suffer.

A clear example of how to build a solid user experience is how Google has increasingly become a response engine that offers the data searched directly in the SERPs (search engine result pages) for users.

The intention is to offer users the information they seek in fewer clicks, quickly and easily.

SEO quality incorporates a positive user experience, taking advantage of it to work in favor of the brand.

4. Local SEO means greater commitment, traffic and conversions

With the increase and growing domination of mobile traffic, local search has become a fundamental part of the success of small and medium enterprises.

Local SEO aims to optimize their digital properties for a specific neighborhood, so that people can find it quickly and easily, bringing them one step closer to a transaction.

Local optimizations focus on cities, regions and even specific states, to establish a viable medium for a brand’s messages locally.

SEO professionals do this by optimizing the brand’s website and its content, including local citations and backlinks, as well as local listings relevant to the location and business sector to which a brand belongs.

To promote participation at the local level, SEO professionals must optimize a brand’s Knowledge Graph panel, their Google My Business list and their social media profiles as a start.

There should also be a strong emphasis on user reviews on Google, as well as on other review sites like Yelp, Home Advisor and Angie’s List (among others), depending on the industry.

5. SEO affects the buying cycle

The clients do their research. That is one of the greatest advantages of the internet from the perspective of the buyer.

The use of SEO tactics to relay their messages in search of good offers, innovative products and/or services and the importance and reliability of what it offers to customers will change the game.

Without a doubt, it will also have a positive impact on the buying cycle when done correctly.

The marks must be visible in the places where people need them to establish a dignified connection.

Local SEO improves visibility and allows potential customers to find the answers and the companies that provide them.

6. The best SEO practices are always updated

It’s great to have SEO tactics implemented on a brand’s website and in its digital properties, but if it’s a short-term commitment (budget constraints, etc.) and the site is not reevaluated steadily over time, will reach a threshold where it can no longer be improved by other impediments.

The way in which the search world evolves, basically at the discretion of Google, requires constant monitoring of changes to stay ahead of the competition and, hopefully, on page 1.

Being proactive and monitoring important changes in the algorithm will always benefit brands that do so.

We know that Google makes thousands of algorithm changes per year. Stay far behind and it will be extremely difficult to resume your position. SEO professionals help you ensure you avoid this.

The importance of SEO for your business now and in the future

7. Understanding SEO helps you understand the web environment

With the ever-changing environment that is the Internet, it can be a challenge to keep abreast of changes as they occur.

But staying aware of SEO includes being aware of the main changes that take place in the search.

Knowing the Web environment, including the tactics used by other companies and local and comparable competitors, will always be beneficial for those brands.

8. SEO is relatively cheap

Sure, it costs money. All the best things do, right?

But SEO is relatively cheap in the grand scheme of things, and the reward is likely to be considered in terms of the benefit and the end result of a brand.

This is not a marketing cost. This is a true business investment.

A good SEO implementation will keep it in the market for years to come. And, like most things in life, it will only be better with the greater attention (and investment) you receive.

9. It is a long-term strategy

SEO can (and hopefully) have a notable impact in the first year of action, and many of those actions will have an impact that will last more than several years.

As the market evolves, yes, it is better to follow trends and changes closely.

But even a site that has not implemented a lot of intense SEO recommendations will improve the best basic SEO practices that are employed in an honest website with decent user experience.

And the more time, effort and budget of SEO is committed to it, the better and longer a website will be a worthy competitor in its market.

10. It is quantifiable and measurable

While SEO does not offer the easiest ROI to calculate, like paid search, it can measure almost anything with proper tracking and analysis.

The big problem is trying to connect the points in the back-end, because there is no definitive way to understand the correlation between all the actions taken.

However, it is worth understanding how certain actions are supposed to affect performance and growth, and we hope that they do.

Any good SEO will point to those improvements, so connecting the points should not be a challenge.

Brands also want to know where they were, where they are and where they are going in terms of digital performance, especially for SEO when they have a person/company that is paid to run on their behalf.

There is also no better way to show the success of SEO. We all know that data never lies.

The importance of SEO for your business now and in the future

11. SEO brings new opportunities to the light

High-quality SEO will always find a means to discover and take advantage of new opportunities for brands not only to be discovered, but to shine.

Offering quality SEO to brands means immersing an SEO team in everything that brand is.

It is the only way to really market a brand with the passion and understanding that the brand’s stakeholders have for it: to become an interested party.

The better a brand is understood, the more opportunities will arise to help it prosper. The same can be said about SEO.

12. If you are not on page 1, you are not winning the click

It’s no secret in the SEO world that if it’s not on page 1, it’s probably not in the organic search game.

A recent study shows that the top three organic search ranking positions result in almost 40% of all clicks, while up to 30% of all results on page 1 and 2 are not clicked at all.

What does this mean? Two things:

  • If it’s not on page 1, it should be.
  • There are still too many cases in which a user enters a search query and cannot find exactly what they are looking for.


Implementing strong and quality SEO on the website and the digital properties of a brand will always be beneficial for that brand and its marketing efforts.

Are You Following The Rule Of Social Media?

It is tempting for companies to share their content exclusively to drive sales or marketing, neglecting authentic commitment.

It takes discipline to share content from like-minded companies or industry opinion leaders.

You may have heard from co-workers or business owners that social networks have really changed the game for them in terms of leads and sales.

Social networks are an amazing way to reach potential customers that you would otherwise have missed.

But some of you may have started doing some social campaigns on your own, and you are not seeing the kind of results you have heard!

One of the benefits of hiring a social media marketing company is that they know all the tips, tricks and social media rules necessary for your campaign to be effective.

And when we say the rules of social networks, we are not talking about subjective ideas that generally increase the results of a campaign.

We are talking about rules of real social networks: guidelines and advertising policies established by the platform of social networks that advertisers and companies like yours should follow.

Are you following the rule of social media?

By following the so-called “Rule of the thirds” of social networks, you will ensure that you are sharing content that attracts and keeps track of those interested.

What is the rule of the thirds of social networks?

  • ⅓ of its social content promotes its business, converts readers and generates profits.
  • A third of your social content should come up and share ideas and stories from opinion leaders in your industry or related businesses.
  • ⅓ Your social content should be based on personal interactions and build your personal brand.

Sharing your own brand content should be something natural. It’s the other two thirds that can be a challenge.

Let’s talk about why sharing professional and personal content is equally important.

Are you following the rule of social media?

What is 5: 3: 2?

Social media can play an important role in attracting audiences to your brand, but what do you need to do to get there? What should I be sharing and when?

The key you should not do is talk about yourself all day and every day; This is the sure way to keep people away from your brand.

It’s like that annoying “friend” you have on Facebook who brags all the time, who hides from your timeline or, ultimately, is not your friend.

It does not want to be that brand.

So, what should I be doing? This is where rule 5: 3: 2 comes into play, and it has nothing to do with the rules of football (or soccer, depending on your part of the world).

With regard to social exchange, it is about achieving the right balance, so think about every ten publications:

  • 5 should be content from other sources that are relevant to your audience, also known as healing.
  • 3 must be content that you have created, that is relevant to your audience or creation.
  • 2 must be personal and fun content that humanizes your brand for your audience, to be called humanization.

You will notice that each of these areas has something in common: they are all focused on your audience, not on you.

So let’s dig a little deeper into each one and see how they can attract your audience and what you can do to get the most out of each one.

50% cure

Therefore, most of what you share must be cured from other places and sources that are relevant to your niche and audience.

There is a lot of content out there, take time to read the industry news and be part of the conversation around topics that you know will interest your audience.

Sharing content that is relevant and specific to your industry area will indicate that you are aware. The pulse of what is happening.

Here are some tools to help you quickly customize the content of your social media channels:

  • Feedly
  • Storify
  • Quora

These are not the only healing tools you can use, but they are a starting point.

Remember that everything you post should be useful and shareable; It must also be relevant to your niche and audience.

Creation of 30%

Next, you want to spend some time creating content on your own, try to stay away from difficult sales. If you do, you will undoubtedly see that your list of followers decreases.

Social networks have to do with attracting the audience you want and what you do is valuable content. Try to create varied content as well, as this will keep things interesting for your audience. These types of content could include:

  • Blogs
  • Infographics
  • e-books
  • Videos

20% humanization

This is what gives life to your brand and shows your audience that you are human and not just a large faceless corporation that tries to sell you.

It’s okay to publish random publications like this if you have the correct balance. The result is likely to be more followers because they will keep coming back to see what other fun things you publish and also to find other useful content.

When sharing this type of content make sure:

  1. It’s the kind of fun your audience likes.
  2. It shows your brand personality

Now that you know the 5: 3: 2 rule and how it can work for your brand, but now you wonder how I can continue to share and publish all this excellent content?

Access a social media management tool, there are many options to help you program, manage and find content, all in one place! 

Below is a selection of the main platforms that will be used for the administration of their social networks:

  • Buffer
  • HootSuite
  • TweetDeck
  • SproutSocial

To help you with the best time to schedule your publications in each social network.

In conclusion,

So there’s the 5: 3: 2 rule for social networks, remember that it’s about your audience and finding a balance in the content you share.

Try not to try to sell all the time and, instead, focus on the content that is valuable, interesting and fun; You want to humanize your brand and make your audience interact with you.

Are you following the rule of social media?

The 80/20 Rule

There is no secret formula to successfully interact with your audience on social networks, but applying the “80/20 Rule” should always be an important part of your social media strategy.

It simply comes down to this: use only 20% of your content to promote your brand, and dedicate 80% to the content that really interests your audience and involve them in conversations.

Do not get me wrong, social networks are definitely a big part of your marketing mix. But because people use social networks to be social, they do not want to be subjected to their online sales pitch.

Always try to create relationships, instead of annoying your audience with irrelevant content and increase your own image.

Because people use social networks to be social, they do not want to be subjected to their online sales pitch.

The year 2018 was marked as “a great year for content”, therefore, content marketing is a really important component of any social media marketing strategy.

Here’s how to apply ‘The 80/20 rule’ to your social media content:

20% of your brand content: include persuasive calls to action

When you work on 20% of the content that deals with your brand, also include information that benefits your audience.

Include a discount, add a special offer, provide useful statistics, etc.

Be sure to integrate a persuasive call to action that will inspire your audience to learn more about your company so it can lead to conversion in the future.

80% of other ‘interesting content’: make it shareable

Dedicating 80% to interesting content that really suits the interests and needs of your audience means compiling content from influential people whose ideas and ideas you agree with.

It supports your way of thinking, the way you do business or what you think is happening in your industry.

Think of retweets, inspirational quotes, links to news, questions, etc.

Just look for content that appeals to your audience and shares it on your social channels.

Are you following the rule of social media?

Put aside your pride and share the content of another company

Why is it so important to share external content with other companies or opinion leaders? It shows your audience that you know the industry like the back of your hand, that you are collegial and aware of the competition.

It shows that it is collaborative and secure enough in its own brand to share the content of another person.

It also doubles your exposure by connecting your content to your audience or online community.

By sharing content from another company, even a competitor, your company is positioned as the best source of content more complete and rounded.

To get content from other companies, try these features:

  • Find industry influencers: use keyword searches or suggested Twitter user lists to find influential people in your industry. Once you have found them, add them to a list or transmit them to continue listening.
  • Follow your competition: find your competition or other online related businesses with keyword searches, add them to a list or transmit them and start sharing the good things.
  • Follow the hashtags and industry keywords: source the hashtags or keywords of your industry and follow them in a sequence to keep them in your backpack. This will help you find new content and know what to include in yours.
  • Make lists: create lists of influential people, competitors, industry keywords and opinion leaders and keep them in separate sequences for easy listening.
  • Configure transmissions: multiple transmissions simplify your listening opportunities so you can spend less time searching for excellent content.
  • Use several styles of Re-Tweet: In HootSuite for example, by selecting “edit” on the Retweet button, you can give your content its own spin. Or, by selecting “Yes”, it simply comes out through its channels with its attached profile. This makes your Twitter feed look more dynamic and shows that you are outsourcing content (something good).

Time to get staff

The personalization in social networks is twofold: build your personal brand in your own channels and be more customizable in your business.

Personal accounts give you the opportunity to share attractive content, create a personal brand around your interests and participate with your followers.

Companies, on the other hand, can learn a lot from personal social accounts. Getting involved with your audience through personal interactions opens your business and shows a more human and vulnerable side.

This could mean sharing the stories of your customers, appreciating your comments or encouraging employees to be brand ambassadors online.

By doing so, you not only recognize your audience, but you also build a committed community.

To listen and participate with your community, try these features:

  • Trust teams: train your employees to be online ambassadors. They can share and amplify the content of their business, participate in personal conversations with a personal touch and collaborate to respond and receive feedback from fans.
  • Configure Streams: use streams and tabs to get a quick overview of your activity on social networks. This helps you listen and participate better with your audience.
  • Find community ambassadors: Suppose you wrote a blog post about your business and a fan had a lot to say in the comments. Contact them to write invited publications or follow them on social networks to get different perspectives.

In Canarias Digital we empower our followers to be ambassadors with a personal touch. We encourage everyone to contribute to the blog and create a professional and personal brand.

This adds new perspectives and exposes Canarias Digital to more diverse audiences. Similarly, our customer service team is encouraged to sign messages with your name. Claudia is our example.

This allows them to have a voice and conduct personal interactions while they are useful.

13 social media rules to live

13 Social Media Rules To Live

Social networks are now a common place in sales, marketing and general business communications.

Unfortunately, some people still do not know how to use social networks in the workplace without having to land in hot water.

Here are the rules, slightly adapted to our social media policy with an extra portion of common sense:

1. DO NOT  provide confidential or other information. If there is any question in your mind, err on the side of keeping silent.

2. DO NOT  identify yourself by name and, when relevant, your role, when discussing your company or matters related to it.

3. DO NOT  write in the first person plural (for example, “we”, “our”). Make it clear that you speak for yourself and not on behalf of your company.

4. BE AWARE that everything you post will be public for a long time, possibly throughout your career.

5. NOT  violate the laws of copyright, fair use or disclosure of financial information. When you quote someone, link back to the source if possible.

6. MAKE SURE that your online profiles and related content are consistent with the way you want to present yourself to your colleagues and clients.

7. DO NOT  assume that the anonymous publication will keep your true identity secret if you post inappropriate comments and content.

8. Assume  personal responsibility for the content you post on blogs, wikis or any other public forum.

9. DO NOT  forget that the brand of your company is represented by your people and what you publish will inevitably be reflected in that brand.

10. Make the best effort to add value by providing valuable information and perspective instead of mere opinions and bluffing.

11. DO NOT  quote or make reference to the clients, partners or suppliers of the company without their approval. If you do so, you could take your business in legal trouble.

12. Show due consideration for the privacy of others and for sensitivities that may exist with respect to politics and religion.

13. DO NOT  use ethnic slurs, personal insults, obscenity, or engage in any online behavior that is not acceptable at work.

In summary, if a brand focuses too much on itself within social networks as a means to increase sales, its audience will see it and disconnect it immediately.

Only by discovering what really interests your audience and responding to those needs will your brand be able to maintain a consistent, sustainable and attractive online social media presence.

Inbound Marketing Strategies For B2B Companies

Marketing is defined as the activity, set of institutions and processes to create, communicate, deliver and exchange offers that have value for consumers, customers, partners and society in general.

Or, as the economist Philip Kotler defined it, marketing tries to satisfy the needs of an objective market for a profit.

There are many marketing strategies that can be carried out, but it must be taken into account that marketing is not done in all industries equally.

It is important to consider various factors such as the target audience, the product or service sold or the market position of the company.

Before starting to explain the different strategies that can be carried out, it is important to take into account two concepts: B2B Business and Inbound Marketing.

B2B (business-to-business) refers to transactions between companies, that is, those companies that sell to other companies, and not the final consumer. Therefore B2B marketing will be that which is done from company to company.

On the other hand, the Inbound Marketing or Attraction Marketing is a methodology that coordinates non-intrusive marketing and advertising techniques, with the purpose that the user is the one who finds you, is interested in your product or service, and finally make the transaction.

How can an inbound marketing strategy be implemented in B2B businesses?

First of all, take into account who you are, how you are and what your target customer’s purchasing method is. From this consideration, you will be more prepared to customize and carry out the inbound marketing strategies for your business.

Create quality content

It is proven that quality content generates the most organic search traffic. Creating this type of content is a good way to generate leads and potential customers.

But what should be taken into account to carry out this marketing strategy?

First of all, we must know what our purpose is and who our audience is.

From this, we can define which topics are of interest to them and, therefore, which we are going to talk about.

Who will be responsible for writing the content? Must be a creative person, well informed on the subject and have a rigorous control of the content.

Finally, you must choose the platforms through which this content will be published (blogs, social networks, etc.), define how often it will be published and measure and monitor these campaigns (visualizations, recommendations, etc.) .).

Promote your content

There are many platforms through which to promote the content that the company creates, either from a blog of the company or through social networks.

It is important to stay updated at all times and select well the platforms that will be used. It is not better how many more media you use, if not the quality of these.

Use SEO Techniques

Posicionamiento search engine has revolutionized the way we search for information and purchase goods or services.

The goal of this technique is to appear in the top search positions on Google and be found before your competitors. Because we all know that beyond the first page of Google we do not read.

SEO strategies are very varied, but some of the most important for B2B companies are the following:

  • The web content is the core work: it is important to have detailed descriptions of products and services, using images and videos, create a predictive web and always give contact details. It is also interesting to insert in your website a click to call or a chatbot to easily contact the potential client, without requiring much effort for him.
  • Create landing pages to create visitors in registers, that is, create potential clients in real clients. Thanks to these are the attention of the user and that is why it must be optimized to the maximum and should generate interest.
  • Use the jargon of the area to which you dedicate yourself, either in your own website or in what you publish externally and establish the keywords. Use these and their related in your web and in what you post externally.
  • Link your social network profiles on your website. They will give you credibility. But you must keep them up-to-date and use the keywords we’ve talked about in these too.

Welcome to my business, LinkedIn

LinkedIn is one of the most promising social networks today, and above all, very useful for this type of B2B companies. It is the professional network par excellence, where there are profiles of companies, CEOs, senior managers, etc.

The LinkedIn platform is perfect to spread your content to other businesses, as well as attract traffic to your networks, blogs, and websites or make yourself known.

LinkedIn is a machine to generate leads, since in addition to the millions of users that compose it, with a good communication and business strategy in it, many of them can become potential customers for your business.

To do this, you should only make a profile, share, recommend and create content of interest and update it every day. Be an active person, be seen.

An inbound marketing plan for B2B companies is not an easy task. All procedures need their time and a rigorous monitoring and control during and after.

However, companies must adapt to new user purchasing processes, this is no more than integrating new digital processes into their strategies and being up-to-date with the advances that take place every day in the field of marketing.

AdCortex offers Integrated Digital Marketing services to startups and businesses. As fans of the scientific method, we at AdCortex combine science with all our digital marketing activities. Our formula is a method for designing and optimizing high-performance marketing campaigns. Get in touch to power up your digital presence starting today!

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