Make the Most of Your Digital Advertising

Make the Most of Your Digital Advertising

Make the Most of Your Digital Advertising

How to Optimize Your Ad Spend and Boost Your ROAS
Written by Emilie Syverson

Advertising, as we know it today, has been around since the nineteenth century. But the landscape has changed dramatically. As internet use and access have skyrocketed, the advertising industry has moved further into the digital realm.

Today, many companies focus primarily on digital marketing, with digital advertising being a major part of their strategies. Digital ads offer some incredible advantages that simply weren’t possible in the pre-internet media landscape.

Google is one of the premier channels for digital ads, and held an estimated 37.2% of the digital advertising market as of 2017. There’s a reason for that — Google Ads are highly effective. And the biggest reason is the ability to effectively target very specific consumers, with specific search intent, who are the most likely to buy whatever it is that you’re selling.

Pay-per-click advertising (PPC) can be accessible across a range of different budgets, but the key word is “pay.” You do have to pay money up front, so it’s important to make sure you’re going to get a worthwhile return on ad spend (ROAS).

If your ads are ineffective, or they’re not getting in front of the right people, you can lose quite a bit of money. It can take some trial and error, but there are strategies that you can use to help make sure you’re getting the most out of your ad spend.

Defining Your Audience: Who’s Most Likely to Convert?

Having the right audience targeting can be the difference between a successful Google Ads campaign, and one that flops and loses money.

Google offers a comprehensive suite of targeting features and options, which you can use to customize who will, and will not, see your ads. This is important, because you’re paying for clicks. You don’t want a click that won’t convert, but you also don’t want your ads to be completely ignored, either.

Some of the factors you can use to narrow down your audience include search keywords, demographics, interests, and location. They also offer some more advanced targeting features, including:

  • Affinity audiences. This targeting is based around what topics someone’s interested in. Google draws this from a user’s overall profile, gathered from their search activity, Gmail activity, and other factors. Custom Affinity Audiences are an additional variation that lets you specify keywords and websites that are relevant to your audience, narrowing things down a little further.
  • In-Market audiences. This option is designed to help you home in on people whose online behaviour indicates that they’re considering buying something that you’re trying to sell. This information comes from things like recent search activity and browser history.
  • Life event targeting. This option is for targeting people who are about to undergo, or have just undergone, some kind of major life event, like a wedding or a graduation.
  • Remarketing audiences. This is for showing ads to people who have already visited your website, indicating an interest in your products or services.
  • Similar audiences. This option targets people who haven’t been to your website or brought from you, but who have things in common with people who have.

The targeting options that work best for you can depend on what you’re selling and to whom you’re selling it. If you’re a wedding planner, life event targeting is going to be essential. If you’re selling a B2B copywriting service, it probably won’t be of much use for you.

By strategically combining these advanced options with more basic targeting criteria like location and demographics, you can maximize the likelihood that your ads will be in front of the right people, at the right time.

It can take some trial and error to figure out how to best use these features to target your ads.

Setting the Right Budget

There’s no way around it: you need to spend money on PPC. It’s the nature of the beast.

With that said, you need a budget that’s enough to be impactful, but that’s sensible relative to your business’s total costs and revenue. The right total budget can vary substantially among different businesses in different industries.

Before you go all in with Google Ads, it’s a good idea to designate a limited test budget first, to test the waters without overspending. Most campaigns aren’t super profitable right out of the gate. You’ll want to A/B test different ad copy, different landing pages, and different targeting, in order to refine what works best for you.

You can figure out a good test budget by determining how many keywords you want to target, then multiplying by the cost for one hundred clicks, which is the required minimum. Keep in mind that to really get a sense of whether a keyword does, or does not, convert, you’ll probably want a sample size of at least 100 clicks, preferably more.

The actual cost per click depends on the keyword, and there’s a lot of variance there. For example, lucrative keywords surrounding the legal industry are notoriously pricey. At the same time, relevant keywords for a niche product may be significantly more affordable.

So what should you do after testing, when you feel like you have a good sense of what’s working, and you’re getting the kind of return on ad spend you were looking for?

Many companies spend progressively more on ads as they grow, and in turn, the increased ad spend increases their revenue. It’s not about the cost itself, so much as the revenue that it brings. Just like offline advertising, you’re more likely to invest in additional ads through the channels that produce the best results.

Using the Google Remarketing Pixel

Google offers the ability to use pixel-based tracking, which uses a tiny, transparent 1×1 pixel .gif to track website visits and other relevant events. This Google Remarketing Pixel enables you to track whether a user has already been to your website, then target ads to that person.

You can generate your pixel with the Setup Wizard, accessible via your Google Analytics account. Be aware that if you’re using tracking pixels, or other means of tracking users who’ve visited your site, you’ll need to have a Privacy Policy in place on your website.

The Google Remarketing Pixel uses cookies to track users who’ve visited your site, adding them to a customized audience for you. It will also remove the user once they convert, and you can use additional pixels to retarget those users with different ads after the conversion has occurred. In fact, you can use pixels to target users throughout your sales funnel.

Keep in mind that it takes time to build up a retargeting campaign, and to refine your strategy for it. You’ll need to build up an audience before you can effectively start targeting it, which can take a while.

It’s also true that too much retargeting could potentially work against you. “Ad blindness” is a real phenomenon. If you show someone too many of your ads in a short period of time, they’ll habituate to them, and start to tune them out. It can also annoy the person in some cases, potentially causing them to develop a negative view of your brand.

Marketers who specialize in retargeting will often recommend limiting the ads shown to a given user to around 7-12 over a thirty day period.

Leveraging Negative Keywords

We’ve talked about showing your ads to people who are searching for a particular keyword. There’s a flip side to this — you can also exclude people searching for other keywords. These are called “negative keywords.”

Here’s an example. Let’s say you’re selling a paid SaaS accounting software, at a relatively premium price point.

While you do want to find the people searching for accounting software, not everyone can necessarily budget for your specific product. Quite a few are looking specifically for something that’s free to use.

Those people aren’t a good fit for your product, and it’s probably out of their price range. To exclude them, you can designate “free” as a negative keyword. That way, if someone searches for “free accounting software,” your ad will not be shown.

To figure out what negative keywords to add, you can look at various search queries and determine:

  • Whether that query has a below-average CTR compared to others that you’re targeting;
  • Whether it has a below-average conversion rate;
  • If it’s converting, whether the cost per conversion is abnormally high.

These issues can indicate that a query contains a keyword you may want to exclude, to avoid showing your ads to people who aren’t interested.

Writing Great Ad Copy: Clarity Beats Cleverness Almost Every Time

Search ads and display ads generally contain text, especially the former. The right ad copy can make or break an ad’s effectiveness.

With Google Ads and other PPC channels, you don’t have all that much space to work with in the ad itself. If it’s directing to a landing page, the copy there is just as important.

A lot of people will try to be witty or clever with their shortform ad copy. While there are situations where this works well, you run the risk of not being clear about what you’re offering, and what value it brings.

Clarity is more important than being clever and entertaining. In a search ad, every word matters and should be chosen very carefully. It should be immediately clear to the user what you’re offering to them.

Cleverness can be a helpful bonus, but clarity is essential. Don’t sacrifice clarity for cleverness.

Measuring Your Results: Tracking Your Conversions

To refine your strategy and optimize your ROAS over time, you’ll need to track the results of your ads.

Which metrics you focus on depends on what constitutes a “conversion” in an ad’s context. Converting could mean making a purchase, giving contact information to download a gated ebook or whitepaper, downloading app, or any of a number of different things.

The main types of conversions you can track with Google Ads include:

  • Actions taken on a website. You can track purchases, sign-ups, leads, and pageviews.
  • App installs and in-app actions. This is for ads promoting a mobile app, and can integrate with Google’s Firebase platform for app analytics.
  • Phone calls. Phone calls are old-fashioned, but tried and true. For many businesses, an ad’s goal is to get the user to make a call, and conversions happen on the phone, rather than online. To track call activity, Google uses a forwarding number, a separate number with the same area code that will automatically redirect to your real number. This helps you separate out calls that came from Google ads, versus from other sources.
  • This is for helping you track conversions that happen offline, or on another platform. Google Ads integrates with Firebase, Google Analytics, and Salesforce natively. You can also upload conversions from other CRMS and analytics platforms.

Different ads will have different end goals, especially if you’re using remarketing. Some might be meant to get them to read a blog post from your brand, while others are geared toward people who are ready to buy, and are meant to get them to make a purchase.

With a Solid Strategy, Google Ads Can Be Incredibly Effective

Google Ads are one of the most widely used and effective PPC channels out there. Just about everyone uses Google on almost a daily basis, making it a powerful place to show your ads. With robust targeting options and a massive number of users, Google’s advertising services can help you get your brand in front of exactly the right people, potentially generating impressive amounts of revenue and building up your brand.

Still not sure about how to get the most out of Google Ads?

At Time2GetOnline, we help brands create and manage successful and profitable PPC campaigns. Contact us to find out more about what we can do for your business.
Emilie Syverson is a freelance copywriter and content marketer who works with marketing agencies and consultants to create thought leadership content that strengthens their brand.
Advertising Options for Small Businesses in Victoria, BC

Advertising Options for Small Businesses in Victoria, BC

Advertising Options for Small Businesses in Victoria, BC

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

John Wanamaker

Doing business is easy. Effectively advertising your business – notsomuch.

When it comes to bringing new customers to your business, it’s hard to figure out the best, most cost-effective way to reach them. Should you do an online campaign, buy time on the local radio station, rent a billboard, place a free ad with a digital classified, or dive deep into a pay-per-click ad campaign in social media? None of these channels are wrong, but are they right for your business?

And once you’ve decided that you need to advertise, how do you determine how much, how long, and where? A consistent theme from customers is that they don’t know what to expect in terms of advertising costs. They understand the need, but lack the experience to know what to expect. Is $10,000 a month enough, too much, or not even close?

The short answer is – it depends. A better answer is to work with a local professional to develop a marketing strategy to help you identify your target audience and get the most bang for your buck. The good news is, there’s a good option for pretty much every budget. Investing in your business with a local professional will help you set the right expectations and get the right results.

Identifying Your Target Audience

Before you begin advertising on any channel, you have to know who your target audience is. Who is your dream client? What do they need to know about your business/service in order to choose you? What are the factors that make them pick up the phone/sit down at their computer and contact you?

Don’t get caught up in the demographics of your client: female, 30 – 50, household income of $100,000, etc. That’s not who your customer is, it’s just some data about them. Instead, look at the psycho-graphics – what are they like? What do they like to do? What makes them tick? A great way to find this info is to talk to your customers – listen to what they say so you can use that to make a stronger, faster connection with them. If they’re frustrated with how long it takes for someone to get back to them, your ads should focus on your speedy service. If they’re price-sensitive, you should address your affordability and value. You need to show them that you are the solution, sometimes to a problem they didn’t even know they had. Use this information to make informed decisions on the right channels to reach them through ads they’ll remember when they need your service

No matter what channel you choose, strategy and repetition are the keys to success. Creating an ad and running it once isn’t going to provide the return you’re looking for, and running your ad at the wrong time or the wrong space isn’t going to connect you with the right audience.

We reached out to a few local advertisers to learn how their channels can help you choose the right strategy when you’re ready to invest in your business and start connecting with clients you want to work with.

The Q/The Zone – Radio Advertising

Pablo Miranda, one of the advertising experts at The Q/The Zone, shared some interesting info about radio advertising:

“The Q was launched 31 years ago with Ed and Cliff as the hosts of the morning show, and they continue to host it today. The Q listeners have stuck with them from the beginning and, over the past three decades, have gone through multiple life-stages, placing them in a certain demographic. The Zone audience is about ten years behind The Q listeners in terms of the stage-of-life they are in today.”

When it comes to radio advertising, it’s usually about getting traffic through the door and/or branding. To do this, you need to pick the station with the best reach for your target audience, determine a budget that fits your business, and work with their team to develop the creative and a strategy that drives action.

“Our Victoria-based creative team is the best at developing meaningful and memorable commercials that connect with our listeners, and with our transmitter at the top of the Malahat, we reach listeners from Sooke to Sidney to Ladysmith and the Gulf Islands better than anyone else.”

To learn more about radio advertising, contact Pablo Miranda

Saanich News – Community Newspapers

Mitch Sora, advertising consultant for the Saanich News, a division of Black Press Media, shared:

“The strength of community newspapers is that they’re hyper-local. They don’t generally report on things happening around the world or across the country. Instead, we share stories about the businesses in your neighbourhood and the people across your street. This local focus makes us a great vehicle to bring your brand to the people who choose to support the businesses in their community.

As to costs, we have a wide range to suit all budgets, with some options that start at $50 for a small placement. The important thing to remember is that advertising isn’t just a one-and-done – it’s about building brand recognition for your target audience. Many of our clients choose a quarter- or half-page ad and run that over a series of weeks to get the best exposure.”

For more information about advertising in community newspapers, including the Saanich News, contact Mitchell Sora at 250-480-3235 or

Coast Outdoor – Billboard Advertising

Like millions of drivers and passengers on the South Island, you’ve likely noticed the ads on billboards along the highways. Darren Webb, the owner of Coast Outdoor, a leader in Out of Home (OOH) advertising in BC, provided some great information about the benefits of OOH advertising:

“The reach you get with outdoor advertising is huge – a single billboard in Victoria can get over 10 million adviews per year, with a cost per thousand (CPM) on a typical campaign of under $2. We’re the largest billboard company on the island, and we have 170 static and digital locations on the island as well as ParkAds on parkade walls, and over 390 faces across the province. We’re independent, Island-owned, and have been doing this since 1975.

The secret to good OOH advertising is to stick with the fundamentals – good billboard creative is seven words with a short Call to Action. Keep it simple to make it memorable and effective. We usually recommend that people use us in conjunction with their digital campaign; each channel reinforcing the other.”

With a typical CPM of under $2, OOH is an affordable option for a long-term strategy. Static billboards are typically a larger investment, while digital billboards tend to be more affordable. You can do a 12-week campaign across the entire Coast network, or do a four-week blast to promote a specific sale or event. The Coast team can help you build an affordable campaign to get the coverage you want.

To learn how OOH advertising can work for you, contact the team at Coast Outdoor – Online Classifieds

As part of the Black Press media network, has built a large network of local fans who visit the site on a daily basis to find the deals and resources they need right now. boasts 22 million page views per month.

Kelsey Fulton, Revenue Manager at, offered “start with a free option and work from there to make it grow. Some of our best advertisers started out small with us, and because they invested in their online presence, they were able to grow quickly and steadily.

Even if you don’t have a website yet, you can still take advantage of a great opportunity. Create a free ad, then promote it through one of our affordable options. Through great deals, like our Spring promo where we’ll give you 100,000 views for only $250/month, you can get good visibility on your ad through a variety of categories.

One of our newest products – a branded content vehicle – gets you a thumbnail image on various high traffic areas on the site and a professionally written article that we’ll share with our 40,000+ fans on social media. We are seeing phenomenal success through organic reads – people love the stories. They are making time to read them and learn about your brand. It’s working very well, and at only $650, it’s a hard deal to pass up.”

Contact the advertising team for more information or to discuss the best solution for your business.

Lamar – Bus Advertising

Another popular OOH advertising channel is often looking at you right in the face. You’ve probably seen it as you’re stuck in the Colwood crawl or watched it drive by as you’re gazing out your shop window. In B.C., Lamar Advertising is the company to call if you want to advertise in or on a bus.

Darren Peck, Sales Manager at Lamar Advertising, told us “we have multiple exclusive contracts throughout the province, working with BCtransit, Translink, and InTransitBC. We do all of the on-bus advertising in BC, including Skytrain, Canada Line, Seabus, and municipal buses.

When your ad is on a bus, you’re in a targeted area – only the people in the community you’re targeting can see your ad. We find many of our customers really respond to the back-of-the-bus ads: it helps them build their brand through repeat and extended exposure. With a fleet of 260+ busses here in Victoria, your ads can be seen every day by most people, spreading your message throughout the city.

The key to effective bus advertising is great creative. Keep it simple; don’t say too much, and focus on a single message. Your logo should be prominent, and imagery needs to be simple to be memorable. The best bus ads use the fewest words to say who you are and what you do – we’re making an introduction for your target audience, keeping your brand top of mind so they remember you when they need you.”

Learn more about bus advertising to find out how Darren and the Lamar team can help you.

Coffee News – Specialty Publication Advertising

Chances are, you’ve seen the Coffee News in local restaurants, cafes, pubs, community centres and other places where people wait. It’s a single-paged publication that comes out weekly to over 630 high-traffic locations in ten regions on Vancouver Island, with each region seeing readership of 15,000+ per week.

Charlotte Oscarson, the rep for Coffee News – Mid/South Vancouver Island, explains “Weekly distribution is important because all advertising works based on repetition. Consumers simply need to see a message over and over before acting on it. Weekly provides the constant views necessary to create results.”

A tiered strategy in the Coffee News offers options as low as $399 +GST for 13 weeks of exposure in a single region, up to a year (52 weeks + bonus 4 weeks) in all ten regions for $8995 (+GST) which works out to $16.06 per week, per region. They also offer reduced rates for non-profit organizations, both short & long term.

For more information about placement in the Coffee News in your community, contact Charlotte Oscarson, 1-877-723-5543 or 

Local TV

Local advertiser CHEK is another option for building your brand, but as they’re in the process of relaunching their website, they weren’t available to provide us with any advertising rates or information.

Keep your eye on to find the new information when it’s available.

Digital Advertising

Regardless of which ad channel you choose, you should piggyback it with a digital advertising strategy for best results. Reinforcing the offline promotion with a consistent theme will help with brand recognition and provide better results vs. investing in only online or offline. The beauty of online advertising is the amount of data you can get about your audience – where they came from, which ads made them click and which ones made them buy, and which platforms (Facebook vs. Instagram) work best to connect with your ideal audience.

The downside to digital advertising is that a poorly optimized campaign can cost a lot and deliver little – if any – results. Check out this post about PPC advertising to understand how to make it work for you.

Track Everything

No matter how you spend your advertising budget, it’s important to track everything so you can use it to make informed decisions moving forward. Look at where your customers are coming from, ask them how they heard about your business, look at how they found your website – track everything and review the data. You might find that with a slight tweak to your ad, your website, or your business model you can produce more profit, which might not be the only reason that you’re in business, but it is essential to your long-term success.

Your Website –

Your advertising efforts need to inspire your audience to do something – call your business, visit your location, or tell their friends. In most cases, they’re going to look for you online to make sure you’re a legit business – is your website working as hard as you are to build your brand?

We are a local team of web professionals, and we create affordable websites that work. We’re not fancy creatives charging premium rates to pay for our fancy office. We do simple sites for small businesses. Mobile performance, SEO, and compelling content are included with every project, and with our managed hosting, you don’t have to do a thing – we’ll take care of it all.

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Are you ready for more business?

If it’s time to grow your business with more, new, or better clients, it’s time to create a smart strategy. Contact us to find out how we can help you extend your reach through the right channels, so you can focus on doing what you do best – taking care of your customers.


How to Create Content for Your Small Business

How to Create Content for Your Small Business

Using Keywords to Create Content

Written with Emma Sloan, Social Media Manager and Content Writer

We’re using plumbers and local plumbing businesses in this example, but the tips we share here can be used for all trades-based businesses, such as electricians, carpenters, masons, HVAC technicians, and anyone else looking to create content to attract local customers to their website.

What are keywords?

Keywords are the search terms that people enter into their favourite search engine to find a solution for their current problem. It used to be a simple relationship: the more times your keywords were on the page, the more valuable your content. But Google got smarter, and started looking at context – figuring out what you were looking for and delivering more of what you actually want.

Years ago, when you entered a search term like ‘looking for bass’ Google might have served up pages related to fishing, musicians, or stereo setups. Now Google is smart enough to understand the context of a page, and by looking at your current intent (skipping any privacy concerns, but just understand that Google knows what you’re doing at all times) will serve you the content you want when you’re looking for it.

Keywords shouldn’t be the focus of your content strategy, but they can be a useful tool to help you create useful content for your audience. This article will show you how to find keywords that are relevant to your business, so you can use them to build content that will attract your audience and show them that you are an expert in your industry.


Listen to what your customers are saying, because those are the keywords they’re using to find you – or your competition.

Keyword Usage

The fundamentals of keyword research are geography and functionality. As a plumbing business you want to focus on potential customers in your area, so the first step is to determine your geographical reach and the services you offer.

For example, as a plumbing company in Victoria, British Columbia, Canada, you could start off with the following questions:

  • Which areas of Victoria do we service? How far does our reach currently extend, and do we want to expand it?
  • What services do we provide and what customer problems do we strive to resolve?
  • What are the most common plumbing issues that customers are experiencing? (Which can be determined by compilations found on Google.)

A potential list for plumbing keywords could include:

  • Victoria plumbing = 56,000,000 results
  • Victoria plumber = 15,300,000 results
  • Langford drain cleaning = 636,000 results
  • Victoria clogged toilet = 764,000 results
  • Sidney toilet installation = 5,150,000 results
  • Colwood water filtration system installation = 162,000 results
  • Sooke residential plumbing = 85,500 results
  • Victoria commercial plumber = 20,000,000 results

Now add BC to the search phrase, and your results are much more manageable, but all that really matters is that you’re on the front page of Google. (There’s an old joke that the best place to hide a body is on page 2 of Google, because nobody ever looks there) 

Looking at the results, you might think it’s impossible to stand out when there are 20 million pages. Creating relevant content is the key. The articles you create should set the context that you are a plumber in Victoria, with experience in x, y, z. This will help you rise above the mountains of static, random pages that mention Victoria and plumbing around the world, so your site will be served when someone nearby is looking for you. And regular content will help you stay on the first page. The goal is to use keywords that will help create context: you are a plumber in that region or community, with the skills and experience to fix their problem.

For the most part, Google knows where you are searching from and will deliver local results most of the time. You can help Google know that you’re a local provider by including some geographical keywords, but you’ll also need to make sure you have an updated Google My Business page with your current service area.

Alternative Keyword Research

If simple searches on Google aren’t yielding the results you were expecting, there are other research tools at your disposal. For example, WordSearch, a free keyword research tool, provides hundreds of relevant keyword results that can be tailored to your industry and country or to connect with outliers by identifying longtail keywords instead of the most popular keywords.

To see  how your competitors are ranking for your preferred keywords, you can search Google or use SEMRush, an online marketing toolkit used by professionals to cross-compare keywords and SEO; or use Google Adwords Keyword Planner to narrow down your list through quantitative data. Through Google’s Keyword Planner you can search volume and traffic, as well as their rankings on Google Trends. Through this tool, you can also view currently low-volume keywords and see whether or not they are expected to increase in popularity—which is a helpful tool for businesses planning for the future.

Keyword Stuffing

If you’ve been using the internet for a while, you might remember visiting websites that kept repeating the same word or phrase: sometimes it made sense, but most of the time it felt like the phrase was forced into the sentence. This was an approach called ‘keyword stuffing’, and it was used to trick Google into thinking the page had a lot of relevant information about that particular topic. The good news is, Google keeps getting smarter, and doesn’t rank a site based on how many times it uses a particular word or phrase. On that note – there are no tricks to getting Google to rank you better. Quality content that is relevant and current will make Google happy, and Google will reward your work by ranking your site higher when people are looking for your product or service.

Write your content for people, not search engines

What can you do with your keywords?

Ok, now that you’ve compiled a list of keywords, you need to figure out how to add them to your website. You can (and should) build them into your web copy (your home, services, about, processes, and contact us pages, for example) and you can use them to create content. Looking at the keywords you’ve compiled, are there any opportunities to create a blog post to help people looking for that term?

Here are a few ideas to get you started:

  • How to unclog a toilet
  • How to use a snake to clear your drain
  • How to stop a leaking showerhead
  • Why garbage disposals are terrible for your plumbing system
  • How a leaky toilet can cost you thousands of dollars
  • How to choose a water heater for your home
  • Should you buy a gas or electric water heater?
  • Don’t call a plumber to fix your septic service

Giving away your ideas

When you saw the potential blog posts we shared, you might wonder why you’d create a post that tells someone how to do your job.

Why would you want to do that?

Because it shows your audience that you are an expert in your field. You’re probably not giving them a step-by-step article that they can use to replace their toilet – but you certainly can, and it’ll likely be well-shared – but you are going to tell them some of the things they’ll need to keep in mind when they are thinking about it. Some people might follow your instructions and do it themselves, where others will recognize that you’re a pro, so they’ll hire you to come do it.

Just like this article – we’re telling you how you can find your own keywords so you can DIY your own web content, even though that’s a service we provide. You can certainly write it yourself, or you can hire experts to do it for you.

Call us to create your content

We’re a local webdev team here in Victoria, working with talented professionals to create interesting content that gets read, gets shared, and gets business. If you’d like to chat about a content strategy for your website, give us a call.