SEO In 2020

SEO In 2020

SEO is an acronym for Search Engine Optimization. SEO’s history dates back to the 90s when the search engines first appeared. In 2020, it’s now a critical marketing tool and an ever-growing field. It is commonly referred to as a strategy, however, at the most basic level it is simply setting yourself up to be recognized by any search engine as relevant to a specific search.

What is a Search Engine?

A search engine is “a program that searches for and identifies items in a database that correspond to keywords or characters specified by the user used especially for finding particular sites on the World Wide Web.” as defined by the Google Dictionary.

Google is an example of a search engine. And so is YouTube!

Wherever there’s a search bar and the user receives relevant information is considered a search engine. The results you get are always based on the most relevant content to your search. This is where optimization comes into play.


In order for search engines to produce a list of the most relevant results for any search, they must search through their own database and determine which items are relevant. They do this by running the searched term through titles, paragraphs, image descriptions, essentially anywhere and everything that can be named. 

The practice of optimizing doesn’t have to be complicated and actually doesn’t require a confusing or unique strategy to succeed. By simply not making any mistakes, you’re already more than halfway there. Optimizing just means making it the best you can, and having your website in a position to be picked the most often. This means avoiding uploading any images named “capture.png” or “download.jpg”. Also avoiding leaving any page titles blank, and/or using the heading 5 tags for all of a page’s headings. 

For Example…

Let’s say you own an online business for dog food. When a user goes onto Google and searches for ‘Dog Food’, Google then searches through every website looking to create a list of the most relevant websites for that user. If the title of your website doesn’t include ‘dog food’, then you’re most likely already out of the race, and this is because your website title isn’t optimized for this search term. After website titles, Google is now going to look through your website’s subpages, and see how many of those include ‘dog food’ as well. Then Google will index how many of your entire website’s headings include ‘dog food’ giving more importance to H1 than H5. Long story short, every piece of content, media, and item on your website needs to be named correctly and formatted correctly to look it’s best so that Google has no problem ranking your website for the user’s searching for your keywords.

Why is SEO Important?

Optimizing your website is important because organic search (ranking on search engines based on keywords and not from paid ads) accounts for 73% of all website traffic on average.[1]

Additionally, 71% of all website clicks are on Google’s first page and has been as high as 92% in recent years.[2]

This shows how crucial it is to rank on Google’s first page of results, which is usually in the top 10. Of course, this isn’t easy to do. Most keywords you want to rank for, a lot of other businesses also want to rank for. If you want to beat out the competition for those top 10 positions, you have to make sure your website is not only flawless but that your website is also a proven relevant website for the keyword. This is where backlinks, traffic, and content marketing will give you an edge on your competitors. If other reputable websites are linking to your website, it tells Google that your website is also reputable, and that will help you climb the rankings. The same goes for traffic! The more traffic your website gets, the more helpful Google views your site to be.

Every search is like a new competition. Your website always needs to be as perfect as possible to catch the attention of search engines every time, to be chosen for a high ranking. If you’re below the top 10 rankings, you’re missing out on traffic and leads.


How Difficult is SEO? 

Search engines including Google, Bing, Yahoo! and other index websites are designed to construct an order based on various ranking algorithms. Can we find these algorithms? Yes and no. Google uses over 200 criteria in its ranking. Although though we know many of them: quality content, backlinks or technical items like website pace, many of them are kept as a secret.

Of course, you don’t need to know all the criteria for your website to rate. There are three critical aspects to understanding what the SEO is all about: technical stuff behind the website (technical and on-page SEO, the content of your website, finally quality backlinks increasing the authority of your website – the last aspect to make your SEO.

Are There Different Types of SEO?

  1. Black Hat SEO

Black hat SEO is a compilation of unethical activities in the search engine results page to boost website rankings. They are designed to impact search engines, without taking into account the human element.

Black hat SEO will get you to the top of the SERP in a short time but search engines would most likely sooner or later penalize and ban the website. 

2. White Hat SEO 

White hat SEO Is an ethical set of techniques that adhere to guidelines and rules. The basic parts of SEO White Hat are: Consistency and relevant content overall website optimization link building White Hat SEO is a long-term strategy geared towards enhancing user experience. In general, terms, being a good guy in the SEO environment is perceived to be the best path.

There’s also, a concept called the Grey hat SEO, a strategy as contrasted with the Black hat techniques, you may riskless. Grey hat tactics aren’t specifically specified by Google so you can gain thousands of website visitors a day later while not being penalized or losing any of your rankings. However, with that being said you don’t want to make Google your enemy, in general. So its best to adhere to White hat techniques.

On-Page SEO vs. Off-page SEO 

There are two broader SEO categories: on-page SEO and off-page SEO.

On-page SEO includes all ranking criteria for Google that they assess by looking directly at the website, you are attempting to optimize, such as the headlines, content, and page layout.

Off-page SEO applies to all factors that Google looks at, which are not in your own hands solely. We rely on other outlets, such as social networks, other blogs inside your field, and the searcher’s personal history. They’re different but to do well with SEO you need to get them right.

How Will SEO Help Grow Your Business?

Improving your SEO results in users finding your website when they search for terms related to your business. The increase in traffic will be exponential because the more visitors your website gets, the more search engines see your website is reputable. This will, of course, increase your leads which leads to an increase in revenue. If your website isn’t optimized, you’re simply missing out on traffic and leads, which is not the way to grow your business. Make sure to make SEO the main focus for your marketing team and to have regular checks to ensure everything is set up the way you want it to be. Google and YouTube can’t read your mind, so make your website and channel obvious as to what they’re relevant towards and begin your journey to the top of the rankings!

Where Does Waves Digital Canada Come In?

At Waves Digital, we offer an SEO package that includes website analysis, keyword research and planning, and quarterly reports packed with info and recommendations to improve your SEO. We’ll identify aspects of your website that need tweaking, fixing, and rebuilding to be optimized, as well as plans and strategies to compete with keywords of your choice. And our reports? They’ll give you an update on where you’re at right now, the progress you’ve made, and recommendations on how to continue to improve.

There is a lot of different aspects that affect your SEO and depending on what you’re looking to be ranking for, there are likely changes you need to make to get your business in a position to rank for those terms. We simply help you identify those changes and help implement them to get your website or channel on track to climb up the rankings.

The Importance of Copywriting in Digital Marketing

The Importance of Copywriting in Digital Marketing

Copywriting is becoming more and more important in the digital marketing industry. In ads, brochures, blogs, and even now on social media, copywriting is valuable for a company to market a product or service. It’s also used to convince people to think about a brand/product in a certain way. 

Unlike conventional writing, copywriting is about getting the reader to take action– purchasing, subscribing to email newsletters, or keeping client news/products updated. Why is it relevant in the digital marketing world, then? What exactly does quality copywriting offer?

Copywriting Makes Digital Marketing Stand Out 

Good copywriting makes your prospective customers want more details about your company. Emotions really play a key role when it comes to people purchasing a product or a service. What separates a good book and a bad book? The way we react to it. The tone of the book has a massive effect on how we view it. They’re getting us happy, curious and want more. We feel like this is what we need. We are told and sound like it can fix a problem that needs solving.

Well done copywriting will cause people to feel curious about what a product can do, how it can help, and generate the feelings that activate behaviors that will turn into conversions. It tells people why they should, what problems will be solved, and can create the environment in people’s minds that’ll make them act.

Copywriting Boosts Your Websites SEO

It’s no secret Google loves original and high-quality content. If you need something or want to know anything, you’re definitely going to be searching Google, right? Typically the searches appear at the top are long-form, in-depth and useful material. They will answer all your questions on only one page more often than not and you can leave the page knowing what you needed to ask. 

Copywriting provides SEO advantages for your website, and if done correctly, can have a huge effect on your Google ranking. It stresses not only the spiking of emotions and conversions but keywords as well. Many, if not all of the content online, are written with a specific keyword in mind to reap the benefits of SEO. A good copywriting contains many target keywords, entices readers and makes them feel like the product or service is required. 

Besides that, Google would find social as a factor in ranking. If you produce a lot of high-quality content and share it on social media then your website will rank higher. Not to mention that having regular fresh content on the website often results in higher traffic on searches. Therefore, the more quality content you have, the more credibility you also earn in Google, and other similar sites.

In summary, copywriting is undeniably the foundation of digital marketing. A strong, engaging copy will take your brand personality, product and service will set you apart from competitors.

If you’re interested and you’d like to know more, contact us!

How Your Company Culture Can Be Used as a Marketing Tool

How Your Company Culture Can Be Used as a Marketing Tool

Companies use marketing tools and strategies to attract new customers, retain current customers, and study what works and what doesn’t. A new marketing strategy appears to be emerging: the idea that a business needs to market itself and its corporate culture.

Company Culture as a Tool

As the author Simon Sinek notes, “Consumers don’t buy what you’re doing, they’re buying why you’re doing it.” The premise behind this is that consumers prefer your company over another if it suits their beliefs or desires.

Experts say today that more customers decide not to make purchases with businesses they do not trust, no matter how outstanding the marketing of the actual product is. In a survey conducted by 80 executive tech firm Egon Zehnder, 95 percent of the leaders claimed that the atmosphere of an organization had an impact on consumer decisions. Sixty percent of those surveyed said that they agree that their business culture supports the brand of their company. Using corporate culture as a resource starts with creating a great corporate culture for mid-level managers and senior executives alike. When workers are satisfied, consumers feed on that and are more likely to buy.

How to Communicate Company Culture 

You then have to find out how to express the positive culture to the outside world, from developing an outstanding corporate culture from the lowest-paid employee to the highest. You have to ensure the organization has a very clear message to do this. Once the message is developed, it is important that each employee recognizes the message or task and works towards implementing it. It is also recommended that companies should also remind their workers about their role in the community and improving people’s lives.

Another way marketers can convey the culture of the business to their customers is through public stories that illustrate the company’s intent and what positive impact it has on the community.

One way to create the connexion is via social media. Marketers may theoretically post interviews about their experiences working for the company with each employee, what they love about it and how their job helps them and others.

Companies Using Social Media Correctly 

Most companies, use social media – especially Instagram – to highlight and connect to the public about what their business is about and how optimistic their corporate culture is. Why does contact matter? A successful entrepreneurial culture gives them a competitive advantage. In the Global Human Capital Trends survey conducted by Deloitte in 2016, they found 82 percent of those who replied that culture is a potential competitive advantage.

One business that uses Instagram to express their culture well is Hootsuite, a social media portal that uses its Instagram account to give the company a “look inside.” The company uses a hashtag to post photos of its staff who have fun at meetings and community events.

Are you ready to showcase your company culture? 

If you’re looking for more information on building high quality, successful marketing plans visit us at If you’re looking to turn your digital presence entirely in 2020 – Waves Digital is right for you! 

Benefits of a Strong Social Presence in the B2B Space

Benefits of a Strong Social Presence in the B2B Space

Imagine spending as little as six hours a week to improve the visibility, traffic, and profits of your company with little to no cost. Approximately 90 percent of marketers reported that social media created enormous visibility for their company, and that’s just one of its many benefits. Social networks are now a substantial part of any marketing strategy, and the advantages of using social media are so large that anyone who does not incorporate this cost-effective tool loses a phenomenal opportunity for marketing. It’s easy to see that social media marketing is a key element for marketing success and many marketers use the medium to realize the potential for business growth.

Increased Brand Awareness

Social media is among the most cost-effective digital marketing tools used to syndicate information and raise exposure for your brand. Adopting a social media strategy will greatly enhance your brand recognition, as you will target a large customer audience. Build social media accounts for your company to get going, and start interacting with others. Have staff, business partners and supporters “like” your page and “share.” Just having people engage with your content will increase your brand awareness and start building your credibility as a business. Each post that is circulated will now be introduced to a new network of individuals, which can lead them to become potential customers, and the more people who know about your business can only help. After spending just a few hours a week, more than 91 percent of marketers reported their social marketing activities increased their exposure significantly. There is no question that your company will benefit from actually having a social media account, and it can create a broad audience for your business with regular usage.

Improved Search Engine Rankings

Although posting on social media can bring some site traffic to your company, more effort is needed to see significant success. To achieve higher page rankings and get visitors to your business website, search engine optimization is very important. Although social media does not raise search engine rankings explicitly, Social Media Examiner reports that over 58 percent of advertisers who have been using social media for a year or more still see increased search engine rankings. Being able to rank for your keywords in the top positions would revolutionize your traffic and continue to generate positive business performance. Build high-quality content that combines your targeted keywords to give you the best chance of ranking higher via social media. Content such as forums, infographics, case studies, business information, and employee pictures can create an interesting and reliable social media profile for your business. When you start posting quality content, you’ll start building a social media community where followers can “like” your content and “share.” Most importantly, it gives you more chances to get in front of industry influencers who will write about your company and provide backlinks.

Better Customer Satisfaction

Social media provides a medium for networking and collaboration. Using these platforms to create a voice for your company is essential in humanizing your business. Customers appreciate knowing that they will receive a personalized response, rather than an automated message when posting comments on your pages. Being able to acknowledge every comment shows you are attentive to the needs of your guests and seek to offer the best experience. Every customer interaction on social media accounts of your company is an opportunity to show your love for your customers in public. Whether an individual has a question or a concern, using interpersonal communication, social media helps you to address the matter. A brand committed to customer satisfaction that takes the time to write personal messages, even if reacting to a customer complaint, would automatically be perceived in a more positive light.

Social media marketing clearly has its benefits, so if your company doesn’t already have the correct profiles, build them! Fill in the details about your company and post some engaging content to start gaining followers. As mentioned above, ask to “like” and “share” your page with people important to your company to help build your profile. Through constant optimization, the right marketing plan for social media would lead to increased traffic, better SEO, higher conversion rates, enhanced brand loyalty and much more.

Things to Avoid When Building a New Website

Things to Avoid When Building a New Website

No matter what industry you’re in, your website is a world view of your business. Whether you’re currently working on a redesign or building it from the ground up, there are a variety of things you’ll need to make sure it’s successful. 

Your website is crucial to the sales process for your prospect to move through the buyer’s journey from awareness, consideration to decision-making. Businesses need to combine online and offline activities to attract, convert, close and delight their potential customers. 

Research has shown that there are a number of different mistakes that business owners and organizations make, and thankfully we have done the research so that when you create your own website, you don’t have to make the same mistakes.

Not making it easy for people to connect with you

When visitors come to your website they are looking for a few things. They want to know who you are, what you are doing, and most importantly, how they can get in touch with you. 

Make it easy for your customers and potential clients to reach you by including a contact page which gives them the best way to connect with a real person. Many companies use contact forms, which is fine, but when you include your email address and/or phone number (especially a phone number!), or a chatbot, you’d be surprised how much more accessible you appear. 

Not keeping it up to date

There’s not much worse than a website that’s completely out of date. If the most up-to-date entry in your “events” list is 4 months old, you’re sending a message that you really don’t care about anyone coming to the website. Or, if your blog hasn’t seen a new post for more than a week or so, visitors are beginning to wonder what’s happened.

Make sure your contact information is correct, and make sure that your website has your current operating hours if you are a retail establishment. Think like a customer, and make sure that the information is not only available but up-to-date with any of the details they might be trying to find on your website.

Not knowing your target

Your website is intended to serve a function. The aim of most companies is to direct potential clients into a partnership with your company. Think about the things that matter to them, and just about ignore all else. You’re not the customer. You already understand your company, or your business, or anything. If the website is for insiders only, don’t use language that makes sense to outsiders. Consider every page on your site, graphics, links, and text, and be ruthless about making sure it’s geared towards your target.

That means calls to action should be clear to your potential customers and relevant to them. Remember, everything on your website must serve a purpose – connecting with your potential customers.

Not making it mobile-friendly

More than 52 percent of all web traffic is from mobile devices. If your website design doesn’t fit into mobile browsers, you’re missing the opportunity to meet half of your potential clients. You’re telling users that you don’t really care about their business, that you’re not capable to have a mobile-friendly website, and/or you couldn’t be bothered to use one of the many mobile-responsive themes that are available from basically every content management platform out there. 

Difficult to Navigate

If links are difficult to find, not available, or placed in the wrong section. Such a scenario can be extremely frustrating for your guests to check for the details they need when they come to your site.

Navigation of the internet involves reasoning, insight and a lot of common sense. Easy-to-use and intuitive navigation bars help the guests find everything they need. Most notably, adding too many images and sounds do not make the interface too glamorous. The user’s experience should be as smooth as possible because each point of confusion will lower their willingness to continue through your website and choose your company over a competitor’s. 

If you’ve decided to build a new website the above points are critical to its success after launch. If you’re looking for more information on building high quality, successful website visit us at If you’re looking for redesign help or are looking to turn your digital presence entirely in 2020 – Waves Digital is right for you!