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2022 Pros & Cons of PPC vs. SEO


Businesses today are looking for more innovative ways to market their products. The internet has made the world a global village whereby your advertisements can reach many people using the internet as a marketing tool. There are various forms of online advertisements, with google being the dominant platform. In this article we’re going to analyze PPC via Google Ads versus and  organic search engine optimization and hopefully allow you to make an informed decision for your organization as to which is more appropriate.

Search Engine Optimization

Search engine optimization is a strategy incorporated into your website to make it as search engine friendly as possible by essentially sending google signals that you are in fact the most relevant search to your customer. By climbing in the rankings and showing on higher page results, you search engine optimization improves traffic to your site and of course increases customer acquisition. When a user searches for a phrase in the web search engine, they are provided with the most relevant results that google believes the customer will click on. Therefore you need to ensure your website is on Google’s top ten list for searches by your potential customers.

There are two types of search engine optimizations: local SEO and organic SEO. Local SEO is where the marketing team will target local clients in your surrounding area using city specific terms, such as “Spine Doctor Miami”“. Google identifies these signals of a location intent on the searches, and provides users with local oriented results. Organic SEO search engine optimization is a search with no location intent, i.e., the search is based more on a products or information rather than a specific location such as “best iPhone on the market”. Although for the most part the tactics used by local and organic SEO are the same, in organic SEO you obviously need to be more aggressive as the competition is much wider.
Some of the activities done by search engine optimization include:
• Keyword research
• Technical search engine optimization
• On-page optimization
• Content creation
• Off-page search engine optimization
• Content audits
• Blog articles
• Citations
• Competitive analysis

5 Pros of Organic SEO

1. Highly Scalable

Search engine optimization delivers compounded results by cost-effectively scaling your site. Scalability is a significant advantage, especially if your website has a lot of web pages.

2. Organic SEO is Always Working

Another advantage organic search engine optimization has compared to pay-per-click is that search engine optimization works for your business 24/7. Thus the results act as a constant promotion for your business, without worrying what your monthly costs will be.

3. Provides Long Term Returns

With search engine optimization, if your activities are visible firmly in organic search results, benefits to your brand are not only for the short run but, in turn, increase the return on investment from your investments significantly. Although adjustments and tweaks need to be made all the time to ensure your business is always on top, the work put in forms a strong foundation that doesnt easily vanish.

4. Highly Profitable

Because its not labeled as an AD, traffic originating through search engine optimization is more trusted and engaged user giving more brand loyalty than pay per click and giving organic search engine optimization a strong edge.

5. Raise Brand Awareness

Search engine optimization raises brand awareness in the long run. If you are consistent in creating quality content from your website, your search engine optimization rankings are bound to improve with time, allowing for more and more traffic to your site.

3 Cons of Search Engine Optimization

1. Strategies Take Time

The returns are seen immediately with PPC marketing, but they vanish if you don’t pay the piper. In contrast, with organic search engine optimization, yes, the returns do take time, but the return on investment for your investment will be seen even long after your investment. The time it takes to see returns from your investment depends on several factors like the strength of your domain or the strategy you are using, but in six months, the returns start to show.

2. Google’s Algorithm Changes

Google is constantly changing its algorithm with time to improve the services provided as well as keep anyone from over-manipulating the results. Therefore, you need to constantly push and readjust your seo marketing to ensure performance does not weaken.

3. Fierce Competition

Remember, you are not the only business with search engine optimization strategies to improve your rankings. Therefore, you need to constantly plan better strategies to ensure you rank higher than your competition.

Pay Per Click Advertisement

Pay-per-click or PPC advertising is a digital marketing model where advertisers pay a fee each time an ad is clicked on search engine results. The pay-per-click model allows advertisers to target specific keywords and phrases in specific locations times and profiles.

4. Pros of Pay Per Click

1. Audience Targeting

PPC allows you to target an audience of your choice. If you want to run an ad campaign that targets searches in a particular product or location, personal profile, that’s extremely competitive, pay per click is the best ad model to take. Thus, PPC allows you to target your ad campaign to a specific audience of your liking.

2. Measurable

PPC provides immediate results from the ad campaign you are running for your brand, which in turn paints a clean and clear picture of the ROI of your campaign. Google has transparent data for pay-per-click ads thus rewarding its paying customers with crucial information that can be capitalized.

3. Easy Setup

The pay-per-click ad campaigns are easy to set up and monitor, especially if you know the tools and platform to use. Otherwise google provides detailed instructions and videos to help you navigate the process.

4. Fast Results

When you launch your PPC ad campaign, results are swift and straightforward. You want to promote a new product to the market or run a promotion or sell. The pay-per-click ad campaign is the best venture to undertake as results from your campaign will come quicker than search engine optimization campaigns.

Cons of PPC

1. No money, No Results

PPC is a form of a paid ad. Therefore, as long as you pay for the ad to run, traffic to your site will be maintained. However, your traffic goes away as soon as you start lowering your budget or stop paying for the campaign, which is severely consequential to any business. However, with search engine optimization, there is a foundation laid that ensures your traffic is maintained even after you stop pushing for the campaign to move.

2. Costly Endeavor

Pay per click is a costly undertaking that requires you to spend to get ads and, in turn, acquire results. PPC is a constant fine-tuning process that requires you to test various bids, keywords, landing pages, campaign strategies until you obtain the best results. With PPC, you never expect a perfect return on investment, and it’s more likely you lose money on failing experiments. Therefore you require a significant financial investment to avoid you losing your capital. Acquiring customer campaigns also comes at a significantly high cost in PPC.

3. Hard to Avoid “Banner Blindness”

Banner blindness is whereby people avoid advertisements. Search engines have ad blockers that help people avoid the many tiresome ads that pop up on each page you enter. Studies have shown that people lately tend to skip ads. People go directly to the organic results to find the information they were looking for, thus becoming a challenge whereby a company incorporates pay-per-click ads only to realize that their intended audience doesn’t pay any attention to ads.

Search engine optimization VS PPC Comparison

1. SEO vs. PPC Click-Through Rates

There is a massive difference in click-through rate between organic search engine optimizations and the pay-per-click. Organic search engine optimization produces far larger click-through rates than pay-per-click ads. Therefore, if you want to increase your web traffic from searches, search engine optimization is the more reliable option.

2. SEO vs. PPC Return on Investment

As shown earlier, search engine optimization provides a higher click-through rate of the two, thus driving higher traffic volumes to your site. Therefore your cost per acquisition will be lower when using search engine optimization. If your company spends a lot of money on paid ads learning how to improve search engine optimization results will, in turn, help you in cutting costs significantly. Shifting your business’s reliance on search engine optimization may prove to be more profitable in the long run though it will take time to see these results. With paid search, the return on your investments can be seen immediately. Still, they might not run as long as you want them to, unlike in organic search engine optimization, which takes time to produce results you are after, but these results can be seen years after adopting the model.

The question arising is whether organic search engine optimization or paid search is better? There is no correct answer to this question as it ultimately comes to which model is best for your business at that time. People tend to look for information online before even visiting the company in today’s society. Search engine optimization and paid Google ads can help you connect with them as they search for whatever they want. Search engine optimization boosts your google my business in that there are better chances your business will be found in searches while paid search reaches your customers more immediately. However, these forms of digital marketing impact your business in different ways. The decision is left to you to choose the best marketing model that will bring traffic to your company and bring the targeted profits you desire.

SEO for Doctors 2020

As a doctor, your profession is treating people and helping them avoid contracting diseases. However, for your business to survive in today’s competitive market, you will need to draw clients to your clinic or hospital. But how exactly do you do this?

Most people have turned to search engines to find doctors within their area. This means you should be optimizing your website to rank higher on search engine results pages (SERP) for you to stay ahead of your competition. This is the role that SEO for doctors plays.

How SEO for Doctors Saves You Time and eliminates Stress
There are a myriad of doctor SEO strategies that we could apply to drive your medical website’s traffic. With high web traffic and a high conversion rate, you are assured that your sales will stay above your competitors. Some of the benefits of well-thought doctor SEO strategies include:

Higher Targeted Leads
If you searched for a doctor on google right now, you would receive millions of results. But if you searched for a doctor within a specific geographic position, you will note that the results drop significantly. Search engine optimization for doctors puts your website in front of potential clients who are looking for medical services you offer in real-time.

Since the leads from local medical SEO are more targeted and a great fit for your profession, the chances that the searcher will visit your website for more information are high. Traffic from local searches has a higher conversion rate.

It is Affordable
Compared to traditional advertising, medical practice SEO is way cheaper. Traditional advertising is limited in terms of its reach and has a shorter life span. On the other hand, You can reach a larger audience over a longer duration of time with just a low cost with SEO for doctors.

Not only does doctor SEO offer a high return on investment, but it also allows your business to compete fairly for organic traffic with larger medical practices that have the capital to invest in bigger ad campaigns.

It Will Make You A Source of Authority
SERP rankings are, in part, determined by the traffic visiting your site and how these visitors interact with the site. Do they respond by spending more time on your site, or do they immediately bounce back the SERP for a better option?

For this reason, websites ranking high on the search engine results page are viewed as being more trustworthy compared to those with low rankings. As your ranking goes up with the help of an expert in SEO for medical practice, the public interest in your practice increases as well. Public trust is a critical factor when one is choosing a physician.

SEO Tips for Doctors
Now that you know what SEO for doctors can do for your practice and marketing strategy, following these medical SEO tips will help accelerate the process:

Local SEO for Doctors
Most people prefer visiting the doctor near their home or location. This means that their google search will definitely include a specific town or neighborhood. Local SEO helps optimize your website for such searches. It will help you reach more potential clients.

It entails including your location in the web page content, the URL, title tag, and meta description. Also, be sure to include your address at the page’s footer. This address should be the same across all the website pages, Google Maps, social media pages, and online medical directories.

Creating Quality Original Content
There are a number of ranking factors that search engines consider when ranking web pages for SERP. Fresh and relevant content, traffic, and the number of web pages are some of them. To make sure your website is ever updated, consider publishing a fresh post every week.

Creating new content not only adds pages to your website but also helps attract more potential visitors and clients. When creating the content, focus on topics that draw more attention and use keywords that most people use when searching the topic on search engines.

Most importantly, make sure your page content is unique, interesting, and helpful to potential clients. Search engines also penalize copied content.

Building High-Quality Backlinks
When your medical website content is referenced by practitioners, it becomes more credible and subsequently ranks higher in SERP. The results are even better when reputable websites in the medical profession link to your content.

The best strategy to attract more backlinks is to create unique, interesting, and helpful content. You can consider using more interactive tools such as infographics to make your content more appealing.

4 Top Ways to Improve the Page Loading Speed of Your Webpages

Optimizing page loading speed is an important aspect of local SEO efforts that can help improve the experience of Miami users when they land on your website. Making sure each page loads quickly is crucial as this is one of the factors used by Google’s algorithm when it’s determining where your listings should sit in its search engine results pages. Reducing the number of plugins you use, optimizing image size, using website caching, and minimizing the number of CSS and JavaScript files should help create quicker page speed loading times.

Optimizing Image Size on Your Website
Having beautiful images on your website is an essential part of keeping individuals interested in your content. However, when they are large, it can take longer to load each page, which makes a user have to wait a little longer before they can consume your content. If you have several graphics, images, or photos on pages where you show products, it may improve engagement, but it can also slow down your website considerably.

Reducing the size of each image without ruining the level of quality needs to be done by utilizing a compression tool. While this procedure does take a considerable amount of time to complete when you have several images that need to be compressed, the effort is well worth the trouble. You’ll also be able to reduce image size by using specific attributes that can adjust the size of each image, which is based on display properties. Contact eSasson Studios today if you’d like to make sure this type of optimization is being implemented properly on your business website.

Reducing the Number of Plugins Being Used
Adding plugins to your website can provide several different types of extra features. However, if you have a high number of plugins installed, each one uses specific resources, which can start to slow down the page loading speed of your website. They may even cause security issues if you have too many of them. It can be common to discover that you have a long list of plugins, which include some that are not even needed anymore.

Checking to see if you have plugins installed that need to be deleted is an excellent step to take that can optimize your page loading speed. Running performance tests on each page should help you discover the plugins being used that are slowing your site down. The page loading speed depends on both quality and the number of plugins installed. Avoiding plugins containing a high number of styles or requiring several database queries should be avoided as much as possible. Try using only a few necessary plugins.

Utilizing Website Caching
Having several people attempt to access your website at once can slow down page speed loading times and hinder your local SEO listings as well. Using website caching can help alleviate this challenge by storing specific data, such as images, and presenting it without having to reload it each time a user accesses one of your pages. Caching allows a user to view a page quicker because a database request does not have to be completed each time.

Correctly implementing website caching depends on the type of platform you are using for website development. If you’re a WordPress user, you may want to utilize a plugin. Individuals who are using a dedicated server or VPS can usually implement caching by adjusting the parameters in the general settings area.

Minimizing the number of CSS and JavaScript Files
Having a large number of CSS and JavaScript files can require your website to make several HTTP requests whenever visitors are landing on specific pages of your website. Having this occur can slow down the page loading speed in a user’s browser, which might make them want to leave your website. Speeding up the time it takes for your webpage to appear in a visitor’s browser can be completed by reducing the number of CSS and JavaScript files.

It’s usually best if you are able to group all CSS files into one and try to do the same with the JavaScript files. Taking this action should help reduce the number of HTTP requests that need to occur and allow your webpages to load much quicker. You can do this by utilizing a tool that’s designed to minify JavaScript, CSS and HTML files.

Implementing one or more of these tips should help speed up the time it takes to load your webpages. If you need any assistance with the way your website loads and want to make sure it’s done correctly, be sure to contact eSasson Studios today to discuss your needs with a skilled technician.

Social Media Signals and Their Effects on SEO

Bolstering your approaches to search engine optimization, especially in the local sense, is sure to have a positive impact on your business. Expanding your efforts in this field involves a number of approaches, and one of those techniques involves social media signals. Understanding how these signals can help promote your business is sure to encourage you to dabble more in this field.

Understanding Social Signals
Getting the word about your business in Miami out there involves the use of social signals. In order to implement this strategy, however, you must understand what social signals are. Essentially, social signals refer to quantitative ways that people can assess how popular your business is when they’re checking out the company on social media. For example, think about your company’s Facebook page and the number of likes that it currently has. This number is a social signal. Visitors to your site can quantitatively assess how popular your business is by looking at the number of likes the business page has.

Other Social Signals
The number of likes for your company’s overall page is one social signal. However, plenty of others exist. For example, people might assess the number of likes any one particular photo or status update of your business. This process could happen on both Facebook or Instagram. On Twitter, followers might see how many times a status gets retweeted, and on Pinterest, your business might be judged by the amount of content that users have pinned. Social signals can also appear on review sites, which also hold a prominent role in terms of local SEO. For example, countless five-star and four-star reviews on Yelp could certainly help to generate a more positive perspective of your company.

Negative Numbers
Right now, you might be envisioning all of the likes that your most recent photo had or how many times people retweeted your latest status updates. Remember that numbers can also work against you. In other words, you don’t want to merely focus on putting out as many social signals are possible; you want to ensure that those social signals are of a positive variety. Return to the Yelp page. Consider what would happen if your company had only one or two positive reviews. Visitors might assume that these reviews were written by your own relatives or friends. Also, Facebook now allows users to comment with a variety of emotions, one of which is an angry face. If a number of angry faces are attached to your Facebook updates and photos, your business isn’t in a good space.

When you want to revamp the way that you use social media signals, the first step is to assess where you currently stand. With all of the tools available on the internet, conducting a thorough assessment can seem overwhelming and even impossible. In other words, you might wonder how you could possibly go through all of your social media accounts and reviews sites to reach a significant conclusion. Working with experts at eSasson Studios can help you to determine where your business stands in terms of social media signals and what specific steps you must take.

Review Low Numbers
One approach that you can use to start a self-assessment is to look at places where your numbers are low. For example, you might not have many likes on the main page of your business. You can work on building up your local SEO by asking relatives and friends to like the page. However, you can also increase your chances of success by generating likes from serious customers. Take a look at your social media pages. If you don’t post content on them frequently or if you don’t have crisp images of what your business has to offer, you also then have at least part of the answer as to why people are not liking your photos, updates and pages. An active social media presence is necessary if you want to enhance your social media signals. Also, take a look at the sites where people in the neighborhood go to review businesses. Make sure your company is on there. Then, encourage customers to write reviews. You might want to follow up with thank-you emails that include links to the review sites, or you can post signs in the store to let clients know that they can voice their opinions online.

Review Negative Signals
As you’re going through your social media accounts and review sites associated with your business, you might start to notice negative signals too. What you should do here is a search for the common denominator. While you may discover that some of the negative signals vary in content, you’re likely to find at least some repeated issues as well. For example, you may discover that a decent portion of the negative signals has to do with low response times through social media and email. Then, you can work to improve these specific problems with your business. In addition to working toward better social signals, you are also demonstrating to customers that you care about improving the business to better serve them.

Social media signals clearly play an important role in your business and in attracting local customers. As you are evaluating the signals, you are likely to learn more about your company and the public’s perception of it. Through this investigation, you can begin to create more compelling content and a stronger business overall.

How to Properly Optimize your Website for Speed and More

Welcome back to our monthly blog about improving your small business’s Local Seo. If you’re in the Miami area and running a small business one of the keys to improving your online presence is to ensure that your website pages load quickly and effectively when a potential customer accesses your website. Using tools like plugins can help you speed up your website for your users, but you can also add location tags that will help customers find your faster to start with. There are several ways to improve your page speed, and today we are going to go over topics including image optimizations, content loading, geotagging, and plugins, breaking each down into easy to understand sections.

Image Optimizations

Have you ever visited a website that loaded so slowly that you just gave up and went somewhere else? Often this lag is caused by images. High-quality images contain a lot of data that has to get sent to your customer’s device, which causes the page to load slowly (or not at all.) If you notice that your website has a few pages that aren’t loading as quickly as you’d like, it is a great idea to see if that page has one or more images. Luckily, it is possible to reduce the size of these images without making your beautiful photos and graphics looks blurry or distorted. One easy way to do this is just to search online for “Image Optimizer for Web.” As a general rule of thumb, try to avoid resizing images to less than 72 dpi. This number, called resolution, refers to the number of pixels in the image and matches the resolution most screens use. Sticking to 72 dpi or higher will protect the quality of images without making your pages lag.

Content Loading

Another way to optimize the performance of your website is to consider content loading. One of content loading, called Selective Content Loading (or SCL for short) is a technique that first loads the main page of the website, and then each additional “chunk” of information as it is needed. SCL can be really useful if your customer might have an unreliable wireless connection (for example, rural customers or folks who mostly access your website from their phones,) or if you have several smaller pieces of content on one page that users scroll through to see (like a shop page or a social media feed.) Adding SCL to your website can be done using a plugin, but if you have questions or concerns about how effective it might be for your website, it is always a good idea to get in touch with eSasson Studios to get more information or help with implementation.


You might have never heard of geotagging, but you have definitely encountered it online. Geotagging is the process of connecting the information to a physical location somewhere in the world. Adding a geotag sometimes inserts a map for the user, but more importantly, it adds machine-readable information to your website, which adds to a website’s searchability. Because geotagging links you (and your products or services) to the neighborhood you work in, it is a great tool for improving your Local Seo. Often, the geotagging uses either Google Maps API or OpenStreetMaps, two location databases, to insert a map or location. One great example of geotagging is adding a Google map of your location to the about page on your website. Because this can be useful to your customers, they won’t even notice that it’s simultaneously ranking your website higher in local search results. If you’re using a WordPress website, adding geotags to posts is pretty simple; just go over to the “more options” tab along the side of the post editor and add your location. Most content management systems will have similar features but if yours doesn’t provide the option or you want to get more technical, adding geotags can be as easy as finding the right plugin.


Plugins, pieces of software that can modularly be added to a website, are a great way to easily add functions and features to your website. As we’ve just discussed, using a plugin is one way to add geotags to your website. Plugins can also be powerful tools for adding forms, security features and even streamlining image optimization. If you’re using a WordPress website, adding plugins is pretty simple. First, just find the plugin you’d like to install and follow the instructions on the page for installation. (To find a WordPress plugin, head over to their website and choose “Plugins” from the “Features” tab.) If you find that you’re having any trouble, feel free to contact eSasson Studios today to get help finding and installing the best tool to suit your needs.

Optimizing the images on your website, considering the techniques you use to load pages, and adding geotags are all great ways to improve the speed with which customers find use your website, improving your online visibility and profitability. Using plugins makes these changes easier to implement too. If you find that you have more questions or need a little bit of help, don’t hesitate to get in touch with us here at eSasson Studios.

Getting Noticed Online: Search Engine Optimization (SEO) and Blog Reviews

You might think that local search engine optimization only extends to content on your own website, but you’ll find local SEO content related to your small businesses throughout the web. One of the most common places to check for it is review sites.

Not only do you need to know what people say about you, you know how to leverage it to make it work for you. Search engines like Bing and Google track your own posts to your site but also track reviews on sites like Yelp, Yahoo and Google. A recent study of 30,000 online businesses showed that over a nine-month period, customer reviews boosted organic traffic. The same study analyzed why reviews benefit SEO and produced five reasons.

The Five Ways Reviews Help SEO

  1. A review provides new and relevant SEO content to search engines. It provides authentic, consumer-created, value-driven content. Since your customers mention and link to your company online, reviews create organic backlinks for you.
  2. Review sites use forms that order information in the manner that search engines like – keywords, titles, back-links, and internal links. That results in numerous perfectly formatted posts that increase SEO rank.
  3. A review provides natural long-tail keywords that help your site rank. These low search competition long-tail keywords make it easier rank highly.
  4. Each review also contributes to boosting your social SEO, social media optimization (SMO), optimization only related to social media sites. The most significant portion of SMO is built through user-generated content.
  5. Each review helps with both automatic and manual optimization. Automatic optimization occurs when a search engine algorithm spiders the web for a search term. Manual optimization occurs when a human search quality rater conducts a manual evaluation of a site, analyzing its reputation, for aspects including authenticity, authority, and expertise.

Other Facts to Understand

While your customer service department rightly worries about bad reviews, they will not hurt your SEO as long as they are not the only reviews. It employees manual raters who investigate sites with bad reviews to determine their actual reputation.

In addition other the natural ways it boosts your SEO, you can further leverage the power of user-generated content like reviews by further optimizing it. Search engines have a tough time matching product reviews with product pages due to AJAX, iframes, and subdomains. You can overcome this by embedding review content using HTML code which helps it become in-line SEO. You can also create a mini-site or static webpage containing the product reviews.

The importance of reviews keeps growing. In fact, after the Google local Pigeon update of 2014, your company’s business page on a business directory could rank higher than your actual website. That’s because post-Pigeon, sites like Foursquare, Citysearch, Yelp and YP have greater influence over the rankings.

What to Do

You can do a few things to increase the chances of customers leaving reviews. Each is a simple, non-technical item.

Register with each applicable review site. The top general business sites include Google My Business, Yelp, and YP. Also, register with those that specialize in your area or industry. For example, a restaurant should create a profile on Urbanspoon. Customer reviews on these pages help your SEO efforts.

Make sure your business name and address used on your web site and on each business directory page match exactly. This is a basic of local optimization and it helps the search engines match up the reviews of your business with the official website. Local content has become increasingly important as mobile users increase and search engines tweaked their algorithms to provide local results first. To top the search engine results, you need to optimize locally.

Encourage reviews by letting your customers know that you’re on the site. Yelp provides businesses with free promotional items to help you get the word out that they can leave reviews there.

Monitor mentions of your business using the free Google Alerts. This lets you continually add positive reviews to your mini-site or static page, plus quickly address bad reviews with great customer service.

Getting started with customer reviews to increase your SEO is easy. You probably already have the reviews online. Today’s consumers naturally want to express their opinions on various matters, especially the products they use and the businesses they frequent. Some sites, like Yelp, make it easier than others to promote your business listing on their site. You can easily direct customers to these sites to help yourself obtain more reviews.

Your registration on these sites and presentation of their content on your own website goes a long way toward making them count more toward your SEO ranking. Of course, you do not have to go it alone. At eSasson Studios, we help Miami businesses improve their local SEO every day. Contact eSasson Studios today to discuss your business and make sure you properly implement SEO. We can help you increase your search engine ranking using the reviews you already have, plus grow it further. Get started today.

How To Master Local SEO

It’s hard to run a small business. In fact, within the first year or so, many projects fail and many others are not going to last over five years. Even the established brands can crash and burn if they will not evolve with our ever-changing technology. Digital marketing is a tough ability for a small business to master, especially overnight. The black – box nature of Search Engine Optimization can make it the most difficult way to market a small business. It’s a fact that search engines and SEO will play an important role in the future of any modern business.

Luckily, we have some tips for you. The following is a comprehensive guide to SEO, accompanied by 5 useful tips to help you make the best decisions when you put SEO to work for your small business.

What Is SEO, anyway?
Search engine optimization or “SEO” is a practice where web search engines’ unpaid results affect a website or web page’s online visibility. When a site and its content is of higher quality, it is likely to be ranked higher in SERPs (Search Engine Results Pages) as essentially google is running a popularity contest. When a site or page ranks higher in SERPs, this means that it is more likely to be clicked on by users as we naturally gravitate towards the item at the top of the page, while those below the 1st spot have a significant drop in being clicked on statistically.

When a site ranks higher in SERPs, this literally means that its position in Google’s results pages will change. The closer a particular site or page is to take the place of the top result in a Google search query, the more visible that site is to potential viewers and the more likely you are to see a return on your investment.

What Is Local SEO?
For every local business, local SEO is an incredibly effective online marketing plan. This type of SEO helps businesses promote their products and services at the precise moment they happened to be searched for. This effect is achieved through a wide variety of methods, some of which differ greatly from what has been practiced in conventional Search Engine Optimization, and some of which could be managed much simpler by using a local tool for Search Engine Optimization.

Tip 1: Start a Google MyBusiness Account.
Starting a MyBusiness account with Google is quick, easy, and, most importantly, free. Simply set up and upload all the details of your business. It is completely free and allows you to display queries specific to your area of operation in local search results. But the key here is to do this correctly the first time around, as going back and adjusting things gets messy and can also send messages to google that you’re just trying to manipulate the ranking system.

Tip 2: Make Your Website Mobile-friendly.
With mobile usage soaring through the roof, its essentially crucial that the you not only have  a mobile version of your website, but that its user friendly and fast, both of which believe it or not are also crucial components to ranking.

Tip 3: Stay Updated on Relevant Keywords.
Targeting the same keywords will not work, over time. It is easier for larger corporations to select and use keywords as they are more established and have more online coverage. Small business owners can stay ahead of the curb, however, by implementing proper keyword research into every marketing campaign, then staying on top of updates to those particular lists of keywords. Using keyword research tools like Google’s Keyword Planner to spot market gaps will allow you to capitalize on them – they can even convert at a higher rate as well. Meaning instead of trying the obvious and major keywords try attacking smaller more specific phrases as well as trending relevant phrases to keep an edge.

Tip 4: Accurate Citations

A local citation for SEO is wherever your business information appears online together with NAPW (name, address, telephone number, website URL), typically in an online directory or business listing website. Google sees these citations as basic entrance to the playing field as most legit and good business should appear on the major directories. Not only must you appear here but its crucial that your information across these platforms is consistent and accurate as google sees any such errors as failure on the company to be established and powerful enough to rank.

Tip 5: Localization of Your Website
Localizing a website will naturally include names of cities, counties or regions throughout the website. This could involve creating separate pages or content hubs for individual locations for businesses with multiple locations. Other digital marketing and SEO strategies include engaging with and showcasing content related to local community events on the site. This type of strategy goes in hand with tip 3, however here not only are we focusing on a specific keywords, but specific target areas combined with the keywords which will allow you to dominate the competition.

The landscape of the internet is constantly changing as technology becomes more advanced. While we have pointed out the basic tactics on what needs to be done, actually implementing them into a business strategy can be very time consuming without an internal team. Kickstart your local Search Engine Optimization efforts today, before anyone else clings onto those valuable keywords by contacting our seo miami team today, we will handle your marketing as if we were your in-house team.

Local Search Engine Optimization is already powerful and will only become greater and much more important in the years ahead, especially given how inclined Google is to keep the local search experience. Now’s the time to reap the benefits of local Search Engine Optimization before competing companies catch on and steal all your business. Every local business can improve their online presence and digital marketing strategy, in order to make more money through SEO.

Google My Business: Taking Local SEO to the Next Level

Google My Business: Taking Local SEO to the Next Level

While most small business owners have heard of Google My Business and get that it’s an online business listing, most don’t understand that it can be one of the most powerful marketing tools available. More than 64% of all online searches are conducted on Google which handles 3.5 billion searches per day. With a potential audience of that magnitude available, small local businesses are wise to make Google My Business an integral part of their online marketing efforts.

What is Google My Business?

Google My Business (GMB) is free from Google and allows you to craft and manage a comprehensive profile for your business on Google Search and Maps. The only requirement is that you must have direct interaction with your customers and not exclusively be an online business.

If you’re just getting started and you’re new to search engine optimization (SEO), GMB is a great place to start. When people need a given product or service local to them, they conduct an online search. Half of those will visit a business location that very day. With that in mind, it’s vital that information about your business on Google, the world’s leading search engine, be as current and correct as possible.

The best part? GMB also allows you to optimize your listing to increase your online visibility and boost your local SEO.

How to Create a Google My Business Listing

There are three steps in creating a GMB listing for your business.

  • Create a GMB account and claim your business
  • Verify your business
  • Optimize your listing

Create a GMB Account


  1. Log in to the Google account you’d like to use for your business or create one to be used for this purpose.
  2. Navigate to Go to and click on “Start now” in the upper right corner.
  3. Enter your business name and its location.
  4. If you go to your customers at their locations as opposed to having them come to you, make sure to check the “I deliver goods and services to my customers” box on the form. If you work from a private residence or other address you don’t want to be made publicly available, ensure you check the “Hide my address (it’s not a store) Only show region” box. Finish by selecting a Delivery area.
  5. Select the business category that most closely matches your business. This component is vital because you’re telling Google what type of customers should see your listing.
  6. Add the phone number you use for your business and the URL of your business website.
  7. Select the verification method you’d like to use. You can also select “Try a different method” -> “Later” if you need to verify your business at a later time.

Verify Your Business

You’re required to verify your business listing to be able to manage your business details in Search, Maps, and other Google applications. The process not only helps Google ensure the accuracy of your information, but it also identifies you as the party with the authority to manage it.

You have several verification options to choose from:

  • Mail verification
  • Phone verification
  • Email verification
  • Instant verification
  • Bulk verification

Regardless of which verification method you use, double check your details before submitting to make sure everything is correct. Google offers a great information page on each verification method to help you with the process.

Optimize Your GMB Listing

The ability to flesh out your GMB listing and add rich images and details is what makes it a powerful marketing tool. At the dashboard of your GMB account, select your listing and click “Info” to add or update information.

Take advantage of the opportunity to add as much information as you can about your business including profile images, your service area, hours, biographical data, complete contact information, and other details that might be important to customers. If your business is accessible for those with mobility challenges or you offer free WiFi, make sure you include that information as any given detail could be what makes a potential client choose your business over a competitor.

Develop the habit of checking in to your GMB dashboard and ensuring all of your data is correct once it’s all established. Ensuring its accuracy will prevent random visitors from suggesting changes.

Add Images

GMB profiles using images see 35% more clicks to their websites and 42% more requests for directions from Google Maps. Images used have to be a minimum of 720 pixels in height and in either JPEG or PNG file formats.

At the front and center of your GMB listing is the cover photo, making it an important element of your profile. Ensure this image shows your shop or business off to its best advantage. The profile photo is an image representation of your profile and professional logos would be great for this element.

There are a number of other photo types you can add as well. You can include photos in categories like products, interior, exterior, employees, common areas, teams, and more. Google typically imposes a one to three image limit on each category but the opportunity to offer customers more information about your business is a real bonus.

Add Videos

Google allows you to use video within your GMB listing but each video must meet the following conditions:

  • 30 seconds or less
  • 100 MB file size maximum
  • 720p resolution or higher

While they aren’t essential to your profile, if you can manage an engaging video to fit within Google’s parameters, they could really enhance your listing.


GMB allows customers and visitors to your business the opportunity to leave reviews. How to best collect good, honest reviews of your business? Respond to all reviews you receive, even the negative ones. Showing an appreciation of the visitor’s support or showing a willingness to correct any shortcomings is a great way to influence future customers to leave positive reviews of their own.

Need Help With SEO?

If you need help or guidance with establishing a Google My Business profile or with local SEO for your Miami business? Our team at eSasson Studios would be very happy to help. Contact us today with any questions.

Adapting to Google’s Algorithms

When it comes to getting your business out there digitally, Google is the end all be all in digital marketing and advertising. To effectively and strategically market your small business, it is important to understand what Google is looking for. The better you can understand the intentions behind their algorithm chances, the more likely you are to keep your business smooth and relevant. Here are some of the best ways to make sure that your search engine optimization (SEO) is up to speed and current for Google’s latest algorithm shifts:

Evaluate Your Content
Google Panda is an algorithm that the company is using to evaluate website content. Google’s entire intention is to be as user friendly as possible. Because of this, they want to direct their users to a website where they will find all of their answers at once. If you search a question and have to look through two or three websites before you find your answer, odds are you will not be a happy customer. So what does this mean for you?

Basically, it is time to reevaluate your website. This means two things:
1) Bolster Your Content 
Your website should have as much relevant information as possible. If you are a dentist, you should have a page of copy for all dental procedures, even if you do not necessarily provide them. The more information rich your content is, the more likely users are to find that they need on your website and the happier overall the user experience will be.

2) Make sure your website content is SEO Friendly 
When you want to look something up, odds are that you are typing how you would ask: “Do I need a cavity filled?” or “How long do dental implants last?”. The idea is that you want to make seeing this information on your site as easy as possible. To do this, write subheadings in the form of questions that you believe your users are likely to search. By writing your content in a way that is easier for voice search and helps people find your website, you are more likely to get website hits and will have a better overall site and local SEO in regards to your Google rating.

Think Mobile Friendly
Another part of this algorithm change is that Google is now favoring mobile sites over desktop sites. What this means is that you should have both versions of your site optimized. It shouldn’t matter if someone is reaching you on a phone or desktop, both should be user friendly and easy to navigate. The easier your website is to move around, the better off you will be.

Links and Keyword Stuffing
Another algorithm update is Google Penguin. Google penguin focuses a lot on the quality of links that you are including in your website. Low quality links or duplicate links will trigger Google penguin and lower your overall SEO. Penguin will also be on the lookout for keyword stuffing.

What is keyword stuffing? Keywords are what people search the most, and should be included in your content if they can be done organically and naturally. For instance, if your keyword is “teeth” and your content reads: “To protect your teeth, you should visit the teeth specialists here at our dental firm, where we pledge to protect your teeth as best as we can”, this will trigger penguin. This is also relevant with location. For instance, if you are located in Miami, Florida, that only needs to be mentioned one time on your website page. Do not stuff the content by mentioning the city multiple times. While this does use the keyword multiple times, it is unnatural and clearly only written to get the hit of a keyword. Keywords should be spaced out and used only in contexts where they make sense and contribute to the overall value of your website.

Penguin also focuses on the quality of links. If you have links on your website that are dead or no longer work, it is important to them off of your page immediately. Dead links or links that are poor in quality will result in a hit from Google Penguin.

Improve How You Are Being Searched
With the Google Humingbird algorithm update, your rating will not be directly affected but how easy it is to search and find you will be. To help your search ability, it is important to look for search friendly words and phrases to incorporate into your content. Research what people are looking up and what is getting the most hits amongst Google users. The more you can tailor your page, content, and phrasing to what people are directly searching for, the better off you will be in regards to who is seeing your information. Hummingbird will especially help with your local SEO, which can be greatly affected by how you are searched.

When it comes to SEO, it is important to keep up on all the latest Google algorithm updates to stay current and relevant and to make any necessary changes as they surface. The more ready you are to adapt to the new algorithms, the better your website and business will stand in Google listings and the more hits and traction you will get.

Eliminate Click Fraud in Your Pay Per Click Campaign

When considering paid search engine advertising, one of the primary concerns business owners have in using it is click fraud. A valid concern for many pay per click (PPC) advertisers, click fraud often prevents many from using it as a a way to boost their local SEO efforts.

PPC is an effective way to increase a business’s website visibility in the search engines. For the educated business owner or marketer, click fraud is not a strong enough argument for avoiding it. With a little knowledge up front and a watchful eye, you can enjoy PPC advertising for your Miami area business without concern of loss or fraud.

Click Fraud Defined

Click fraud is considered a black-hat marketing technique as it involves fraudulently inflating the number of clicks a PPC ad receives. Why would someone do this?

  1. Competitors resort to this in an attempt to sabotage a competitor by pushing up their costs and maxing out their budget for a given day.
  2. The advertisers are clicking on the displayed ads themselves to dishonestly generate revenue for themselves.

What’s Being Done to Combat Click Fraud?

For some time, it didn’t appear that the search engines were doing enough to combat click fraud and they received many complaints. Why couldn’t they do more to prevent these black hat practices?

It’s a legitimate concern because money is on the line. Whether or not a click is genuine or fraudulent, it’s generating revenue for the search engine displaying it and that was a pretty damning factor in the minds of the advertisers. To combat the problem and to keep the trust of their advertisers, the major search engines put together task forces to police the situation.

Google’s system of detection is the strongest and uses a triple threat approach. The first is the use of automated filters. Using an advanced algorithm, invalid clicks are identified and filtered out in real time in such a way that the advertiser is never charged.

The filters can’t, however, catch every single invalid click so Google’s Ad Traffic Quality Team does monitor manually, using offline analysis to remove illegitimate clicks again before the advertiser is charged.

Lastly, and on top of these proactive strategies, Google also conducts investigations when advertiser reports are received about the suspected fraudulent activity. It should also be noted that in cases where invalid clicks aren’t identified until after the advertiser has been charged, credits are issued to the advertiser account.

How to Detect Click Fraud

With a grasp of what click fraud involves, next is understanding how to detect such behavior in a PPC account. There are a number of ways you can identify potential click fraud.

First, you’ll need some form of internal reporting which you should already have for a myriad of other benefits in your business. Google Analytics is a great tool to use. Using Google Analytics, you can discern if a click became a lead and if that lead then resulted in a sale. Armed with such information, in the use of PPC advertising, you can not only identify possibly fraudulent activity, you can make key adjustments to your bidding.

What are you looking for in your metrics for possible click fraud?

  • IP address
  • Action timestamps
  • Click timestamps
  • User agenta

The reason you need an IP address is obvious. Why the other three pieces of information? The action timestamp shows when a person completed some action on your website while the click timestamp tells you that they arrived as a result of clicking on your ad. An individual IP address with a large number of click timestamps but no action timestamps is suspect.

For the user agent data, it’s really useful for determining whether or not someone using a given IP address is the same person. It provides information about the device being used to access your website, internet browser type, and more.

If you’re able to identify a suspect IP address using the data outlined above, perform a quick IP check to try and determine who it belongs to. The following sites can help you find IP address owners.

Be mindful of proxy servers as it’s not uncommon for a large amount of traffic to come from one place only to learn that it’s not fraud but an IP address belonging to a proxy server at a physical location like an airport, university, restaurant, and more. Be careful in your research and rule out everything you can.

Also review the searches produced by the suspect IP address. If the searches are random and vary wildly, a proxy server is a more likely culprit. If the queries are similar to each other and happened in a short window of time, they are likely suspect.

Dealing With Click Fraud in Your Account

With all other possibilities considered and ruled out, if you have a suspect case of click fraud in your account with data to back it up, it’s time to report it to the search engine.

Even with the search engines’ assurances that they are doing everything they can to eliminate click fraud, you can also deal with matters on your own.

3 Ways to Protect Yourself from Click Fraud

Google Ads With Exclusions

Did you know that you can prevent your ads from being served to IP addresses you’ve matched up to invalid clicks? You can. To create an exclusion, go to the Settings tab and scroll down to the IP Exclusions option. Enter any IP addresses you don’t want to have access to your ads.

Exclusions can help filter out other invalid click situations as well. Is the activity coming from a specific geographic area? If so, consider excluding these location and/or their languages from your campaigns. If you have further details on a suspected IP address, you might also consider excluding their city, zip code and more. Just be entirely sure in making your changes that you aren’t throwing away good traffic or doing anything that could negatively impact your local SEO efforts.

Try Advertising on Other Platforms

The reach of many social media platforms is substantial and since they only appear on the selected venue, there is third party which greatly reduces the chances of fraud. While it’s possible that competitors can find your ads on these venues as well, the specificity of the targeting options doesn’t make it easy for them.

Remarketing Campaigns

If potential click fraud is a big worry for you, why not try GDN Remarketing Campaigns. In these campaigns, ads are only displayed for those who have visited and expressed interest in the advertiser’s website already. Publishers can’t see the ads and can’t click on them.

Need help or have questions? Contact us today at eSasson Studios and we’ll be glad to help.


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eSasson Studios | WebDesign. SEO. Identity

eSasson Studios is an SEO & website design company based in Miami, that set out to redefine the standard of today’s industry. Business have become ruthless in finding new ways to distinguish themselves in an ever-changing market to appeal to customers. Our mission is to bring your company, organization, or product to the next level through high level branding and an online presence. Our web developers combine knowledge and experience with your vision to deliver superior quality in our relationship and in your web presence. Our Local SEO expertise will allow you to spearhead the industry standards, and allow your organization to yield its full potential base to its clientele.

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