Inbound Marketing Blog

Madison Marketing Group

Search Engine Optimization

5 Ways to Refresh Your Digital Marketing Strategy in 2018

If this year's digital marketing strategy looks the same as it did two or three years ago, you're likely missing out on new tools and techniques that have made their way into the modern marketing arsenal.

While the core mission of digital marketing remains the same as it always was, changes in how we interact with online content (and the sheer amount of it) have prompted marketers to find new ways to accomplish it.

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Google Lengthens Snippets in Search Results: What It Means for SEO

Update (May 25th, 2018):

As of May 2018, Google has reverted back to shorter display snippets. Data collected from Moz suggests these changes are widespread and that most meta descriptions are now being shortened to the previous limit of about 155–160 characters. Given this new development, consider this post a record of Google's experimentation with snippet length, which, as of right now, does not seem to apply.

Jump to the bottom of this post for updated recommendations on meta description length.

In early December 2017, Google officially confirmed it has lengthened the snippets of text that appear beneath links in search results.

These description snippets have remained around 160 characters for many years, but a recent report from RankRanger has measured average growth to be around 230 characters, with roughly half of users seeing these changes as of early December.


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SEO or SEM, Which Works Better for B2B Lead Generation?

What comes first — the chicken or the egg?

For B2B lead generation, that question falls on deaf ears because the truth is: you can have your cake and eat it too (with a few caveats).

Forget what you heard about how great or horrible pay-per-click advertising (sometimes called SEM or search engine marketing) or an investment in an SEO campaign can be for your business, and instead focus on your goals and the realities of the search landscape you're trying to break into. 

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Why Don't I See My Website When I Do a Google Search?

Why don't I see my website when I do a Google search?

For such a simple question, the answer sure is hard to nail down.

Google processes 40,000 of our searches per second worldwide, but even the most seasoned search engine optimization (SEO) experts among us can't predict how the search results are ranked any better than a coin flip.

That said, learning the basics of search engine functionality and a bit about how people use search engines will give you a better understanding of the context of the answer to your question, if not the answer itself.

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Beating Big Brands to the Top with a Smart SEO Strategy

If you’re a small to mid-sized brand, competing with industry heavyweights online (and elsewhere) can seem like a virtually impossible task. Search for any popular product or service and it doesn’t take long to realize big brands have a chokehold on the basic keywords people are searching for.

Depending on what these keywords are, this big brand dominance can consume the entire front page of results and beyond.

What’s more, the sites that rule search results often don’t adhere to all those crucial SEO “necessities” marketers and SEOs say are key.

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3 Reasons Social Media Management is Still Valuable For Attorneys

If you’ve been marketing your law firm online, you might have noticed the “buzz” surrounding social media marketing has changed over the past couple years. 

What used to be a seemingly endless flow of articles, statistics, and blog posts hailing all the new benefits these platforms offered has transformed into a more sobering picture of what these networks have to offer in their current form. 

Broadly speaking, lawyers have always had trouble garnering the kind of rich, social interactions marketers rave about, but that doesn’t mean social media is useless to the legal industry by any means; actually the opposite.

Instead, these spaces have become important channels attorneys (especially solo and small firms) can use for some crucially important marketing tasks that might not even be on your radar. 

Let’s explore why it’s worth it to attorneys to stay active on social media despite a lack of visible engagement in the form of “likes,” comments, and shares. 

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How To Use Franchise Storytelling To Build Trust Among Serious Buyers

Storytelling is a fundamental part of how we communicate with one another. It has a huge effect on our thought process, and when it comes to selling, it can have a profound effect on our decision making process. 

Stories, and more broadly, originally written, thoughtful content has been a main focus point in Google’s journey to bring better content to those who use search engines to get answers.

This means today, you’re much more likely to see original content pushing past the kinds of highly branded, brochure-esque pages that don’t provide the same level of quality information when searching for franchise opportunities online. 

For franchises in particular, this push towards original stories and other types of content is actually a benefit to franchise lead conversion in more ways than one. Let’s explore why.

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4 Mistakes That Can Hurt Your Franchise PPC Strategy

Pay per click advertising has been a go-to marketing strategy for franchisors looking to sell their opportunity for years. While it works better for some than others, one of the best things about PPC is that unlike other components of content marketing, which involve lengthy periods of planning and discovery, pay per click only requires you to know what serious buyers are searching for on search engines. 

Eye-catching headlines, concise one-sentence summaries, and wisely chosen keywords can be very effective when combined with an equally attractive and compelling landing page on your company website.

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Improving Your Franchise Content Strategy To Generate Qualified Leads

Frustrated with a website that can’t seem to move the needle on franchise sales? 

No matter which industry you’re in, marketing a franchise to prospects hungry for the right opportunity requires a unique approach.

Simply put, those who turn to the web to find and research franchisors don’t want another brochure trying to sell them on their offer. They’re looking for an opportunity that speaks to their interests both personally and professionally—a story they can relate to.

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Infographic: How to Be a Local Search Superhero

Let's face it: most local business owners and marketers don't have a ton of time to dedicate to digital marketing. Time is precious, so learning the nuances and technicalities of digital marketing just doesn't seem like a practical endeavor for many of them.

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