Beyond SEO: Inbound marketing and your 2013 online marketing plan

Turn Your Web Site Into a Magnet for Customers with Inbound Marketing

Traditional Search Engine Optimization (SEO) is dead.

There – I said it. Not sleeping. Not pining for the fjords. Dead. As in doornail.

So should you start ignoring search engines? Not one bit; in fact, you should be paying more attention to them than ever. Let me explain.

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Tactics for Targeting SEO: vs


Search results for “news”: vs

Last time, I talked about some of the differences between and and how they can affect your SEO and your Internet marketing in general.

Today, I want to talk about some specific tactics for making sure your site is Search Engine Optimized for the right Google database ­– Canada or the USA.

In general, you want your site to give Google as many hints as possible about the geographic market you serve.  And here are some practical ways to do that.

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Google Doodle from Canada Day 2010

When you search Google from Canada, did you know that you see much different search engine results than someone doing the same search from the USA (or the UK or other countries)?

That’s right. Google maintains separate databases for 10 different countries (that’s US, UK, Canada, Russia, Germany, France, Spain, Italy, Brazil and Australia, for those of you scoring along at home). And if you’re in Canada, even if you type into your browser, Google automatically redirects you to, the Canadian version of the site.

And those results can be dramatically different.  Take, for example a search for “news” on (Canada):

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SEO for the world’s second biggest search engine

When they’re talking SEO, people generally talk about optimizing for Google. That makes sense – it’s the worlds biggest search engine, by far.

But Google’s search isn’t the only search game in town. There are plenty of other search engines, and at least one of them comes close to rivalling Google’s main search tool in terms of number of searches. And it’s almost as important for getting your business in front of potential customers and your online marketing.

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Turning your Web site clicks into customers

Online Marketing Sales FunnelLast week, I wrote about how blogging – regularly creating unique and interesting content for your Web site –  helps your site’s SEO, increases site traffic and educates your clients and prospects.

But you can spend thousands of dollars and countless hours on SEO, blogging and other traffic-focussed online marketing without a dime of return on that investment if you don’t also think about and invest in what comes next. How do those site visitors become leads for your business?

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The business case for your blog

Blog Post Lead Generation Graph

A big part of our work as a digital marketing agency involves talking to clients and prospective clients about creating quality Web site content on a regular basis, or what a lot of the world calls “blogging.”

And we get challenged on it. A lot. “We don’t have time to write that stuff,” “I hate writing that stuff,” “nobody would  read our blog.” These are all common objections that we hear.

But you should make time – or hire someone who’s good at it who has the time – and people will read it if it’s done right. In fact, according to HubSpot, companies that blog generate 70% to 90% more leads than comparable companies that don’t blog. And I’m going to guess, although I don’t have hard statistically  valid data to back it up, that companies that blog convert those leads into sales at a higher rate, too.

Here’s why…

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5 ways to make your online marketing really work

Internet marketing word cloud box package

Last time, I wrote about how, as owner of an online marketing company, I get to see first hand how many agencies – and many a digital agency to boot – fail with their campaigns because they fail to understand how the Internet has changed the buying process. (You can read the article here).

Now I want to talk about a new model of marketing that wins by connecting with customers’ new ways of choosing and buying.

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Client stories :: Ellen Nightingale Family Law

I recently sat down with Fruition client and family law lawyer Ellen Nightingale to talk about her practice and her online marketing. Here she talks about how Fruition Interactive’s Search Engine Marketing services kick-started her practice’s growth.

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5 Key Things About Google Plus Pages for Your Business

Google+ for Business Google+ Page

This week Google announced that they’re opening up their Google Plus social network to let businesses join the party, through something they’re calling “Pages for Business”.

Businesses need to think carefully about results before they commit to a new social networking platform. If you’re a business owner or marketer, here are the things you should consider before deciding to set up your Page or to give it a pass.

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