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SEO Expert or DIY? 5 Factors That Make the Pro Choice Clear

Posted on by Gus
SEO coloured dice

While it’s possible to learn some aspects of SEO on your own (particularly on-page SEO), there’s a significant technical component to Search Engine Optimisation (which might be why that part is called technical SEO!) that often requires web development expertise. Whether you’re thinking of trying to do it yourself or leaning towards hiring an SEO expert, we go over 5 reasons why hiring a professional is a good idea.

Time management struggles

Taking on a do-it-yourself approach may seem like a great idea until you have to find sufficient time to carry out those tasks (many of us are guilty of taking on too much!).  Finding time alongside your current responsibilities like your business, family or social commitments is often easier said than done. This could lead to delays in implementation or inconsistent efforts.

Because of the long-term nature of Search Engine Optimisation, the best time to start was yesterday as the changes take time to filter through.If you outsource the project to an SEO service provider –  you eliminate the need to try and find time to fit it all in!

If you’re wondering how long it does it take to show SEO results, the answer is that you should start to see results in 6-12 months.

Animation showing how hiring an SEO Expert can help save you time.

Technical hurdles

Implementing SEO changes needs some degree of web development skills and for many areas of Technical SEO such as schema markup, Core web vital optimisation and implementing hreflang tags, you’ll need a website developer on standby. 

These technical SEO elements often require a developer’s expertise because they involve modifying your website’s code structure, optimising performance at a technical level, and ensuring proper implementation across your entire site. Incorrect implementation can lead to errors or missed SEO opportunities, which is why it’s often best to work with a skilled developer for these tasks.

For our SEO clients at Back9, we use a mixture of inhouse SEO experts and Website Developers to execute the SEO tasks. Trying to do all of this yourself can easily result in frustration or incomplete implementation of recommended changes and there will be an element of cost to hire the website developer.

Animation of SEO Experts on moving cogs

Content creation demands

Producing high-quality, SEO-optimised content on a regular basis could be time-consuming and creatively taxing, especially if writing isn’t your strong suit.
If you’re a natural writer and find this kind of thing in your wheelhouse, that’s great. But, also remember to schedule time to regularly create and publish your content.

Difficulty tracking progress

How do you know if you’re on the right track or if what you’re doing is actually working (especially since SEO is a long-game). When trying to do this yourself, you might struggle to accurately measure the impact of your SEO efforts, particularly in the early stages when the results of your efforts aren’t immediately visible. 

This could lead to uncertainty about whether you’re even on the right track and whether you should continue on. Who can you ask if you don’t have an expert for advice?

Animation outdoors of one man holding a 'finish' flag and another holding a red flag.

Balancing SEO with user experience (UX)

You may find it challenging to implement SEO best practices while maintaining the professional look and feel of your website. You might worry about compromising the site’s usability or aesthetics in pursuit of better search rankings. Google will prioritise websites that cater to user experience.

An SEO service provider can get that delicate balance between optimising content to rank and ensuring the user is having a great experience while visiting your website.

Hiring an SEO Expert vs DIY approach – It’s up to you

These factors highlight the complexities and challenges of implementing effective SEO strategies. While a DIY approach may seem appealing and cost saving, particularly for those with a keen interest in learning SEO, it’s clear that professional SEO services offer significant advantages.

An SEO expert brings specialised knowledge, experience, and dedicated resources to the table, potentially saving you time, frustration, and costly mistakes. They can navigate technical hurdles, create optimised content, and track progress with precision, all while maintaining a balance between SEO best practices and user experience.

However, if you’re passionate about SEO and have the time to invest in learning and implementation, a DIY approach can be a valuable learning experience. It allows you to gain in-depth knowledge about your website and online presence.

The choice between DIY and hiring an SEO expert depends on your specific situation, resources, and goals. If you’re serious about improving your search rankings and online visibility, consider reaching out to a reputable SEO service provider such as Back9 for a meeting. We can assess your unique needs and provide tailored recommendations to help you achieve your SEO objectives efficiently and effectively.

Remember, whether you choose to DIY or work with a professional, SEO is an ongoing process that requires consistent effort and adaptation to yield the best results.

Posted in SEO

11 Years on the Back9 (Creative)

Posted on by Phil

From Back9 Design to Printing.com, to Back9 Creative…

Well, it’s 4:40 am as I write this on Thursday, 4th July 2024. And crikey it brings back a memory and a tear.

This time 11 years ago, I was fizzing with excitement. We were hours away from opening up in our first studio to the public, on the main street of Invercargill. 

Back9 Creative Studio with printing.com on Dee Street Invercargill in 2011
Our first location, on the corner of Don & Dee street.

Having secured the local Printing.Com franchise, meant we could offer a lot of services in one place. From graphic design and branding identity with a full-service print offering. as well as dabbling in websites. Not only that we seemed to offer anything and everything in between. But, I was sure that this was our ticket to success… We were everything to virtually everyone. 

However, that spreads you thin. Add to that, the print game was (and still is) a tough gig in itself. 

Fast forward to today and oh, how things have changed!

Things are always changing and as we know, change is the only constant. So two studios on, multiple personnel changes and various pivots around what we offer (and to whom) have seen us grow, learn and develop into the business we are today.

From design for print and signage to a ‘digital services’ only business still ever-evolving in the people and culture space, it’s fair to say in some ways it feels like we’re just getting started (again).

In 2016 we shed the co-branding of Printing.com, and that felt like a fresh start too, and to a degree it was. Then as of July last year, we ceased offering print all together and I’ve realised in the last month or two, that even design for print is not our thing either! 

Back9 Creative Spey Street, Invercargill Studio
Our studio located on Spey street.

11 years on – what do we offer at Back9 Creative now? 

We offer results-driven digital marketing and digital advertising. Whilst Impressions (how many times your ad has been viewed on a page) and Reach (a guess of how many may have seen it) are great metrics that still need to be valued and understood, they’re not the ultimate result. The ultimate result is a lead, or a customer – it’s money in the bank.

Yep, it’s conversions that count. Conversions are the gold at the end of the rainbow, and we are always wanting to get businesses more conversions! ROAS and ROI are the metrics that truly matter.

To succeed in results-driven measurement marketing, it takes investment. Investment in time, effort, and money. There’s no silver bullet. And the clients who we achieve success with, also treat it as a partnership. They see it as a two-way street, and we win together! We don’t work for these clients, we work with them! 

That’s our aim going forward. To work with good people and help them and their businesses grow, and start cranking, ranking and winning online! 

Back9-Creative-Studio-Space as the business hits 11 years old
The current Back9 Studio located at 22 Kelvin street.

Thank you!

Over the 11 years we have had many (many) interactions with clients, customers, collaborators and team members, and for the most part – it’s been great! The biggest lesson I’ve learned is not all relationships are supposed to work out. Those lessons teach us what we need to know and help guide us towards change for the better. Also- nothing is permanent! Striving to be and remaining relentlessly optimistic is the only real way forward.

So from the bottom of my heart, I want to thank everyone who has been a part of our journey and in whichever way, shape or form, for the many valuable lessons you have taught me along the way. It has all shaped Back9 Creative in to what it is and will continue to become in the future. Heres to the next 11 years.

Thank you!

Phil Robinson
Founder

Marketing Basics: Identifying your Target Market

Posted on by Gus

As a small business owner, understanding your target market is crucial for success. But what exactly is a target market, and how do you identify yours? Let’s break it down and explore some strategies that can give you an edge over your competitors.

What is a Target Market?

A target market is a specific group of consumers that a business identifies as the most likely buyers of its products or services. It’s essentially the segment of the population that the company focuses its marketing efforts on, believing these individuals are most likely to become customers. The consumers can also be broken down further into different groups based on demographics, geographic factors, psychographic factors and behavioural factors.

Demographics

Demographics refer to statistical data about a population or a specific group of people. Common demographics include:

  • Age
  • Gender
  • Income level
  • Education level
  • Occupation
  • Marital status
  • Family size / composition
  • Ethnicity or race
  • Nationality

Demographics offer valuable insight into a target market but are often used in conjunction with psychographic factors such as personality, values, attitudes, interests and lifestyle etc).

Geographic factors

These factors include locations where a person lives, works or shops. Some common examples include:

  • Country
  • Region
  • Urban/suburban/rural areas
  • Climate

Psychographic factors

These factors relate to lifestyle, personality and values. Some psychographic examples include:

  • Interests and hobbies
  • Attitudes and beliefs
  • Values and lifestyle choices

Behavioural factors

These factors include how a consumer uses or interacts with products. These can include:

  • Buying habits
  • Brand loyalty
  • Product usage rate
  • Benefits sought

For example, a company selling luxury watches might define its target market as:

  • Men and women
  • Ages 35-65
  • High income bracket ($100,000+ annually)
  • Living in urban areas
  • Interested in fashion and status symbols
  • Value quality and craftsmanship

Target Market vs. Target Audience: What’s the Difference?

While often used interchangeably, these terms have a subtle difference:

  • Target Market: This is the broader group of potential customers for your business.
  • Target Audience: This is a more specific subset of your target market, often defined for a particular marketing campaign or message.

For example, if you run a local bakery, your target market might be health-conscious adults aged 25-60 in your city. However, for a campaign promoting your new line of gluten-free products, your target audience might be more specifically adults aged 30-45 with gluten sensitivities.

How to Identify Your Target Market

  1. Analyse Your Product or Service: What problem does it solve? Who benefits most from it?
  2. Look at Your Current Customers: Who are they? What characteristics do they share?
  3. Check Out Your Competition: Who are they targeting? Is there an underserved segment?
  4. Conduct Market Research: Use surveys, interviews, or focus groups to gather data.
  5. Create Customer Personas: Develop detailed profiles of your ideal customers.

Tips to Give You a Competitive Edge

  1. Niche Down: Instead of trying to appeal to everyone, focus on a specific subset of the market. This allows you to become the go-to expert for that niche.
  2. Leverage Local SEO: Optimise your online presence for local searches to attract nearby customers.
  3. Personalise Your Marketing: Use the data you’ve gathered to create highly targeted, personalised marketing messages.
  4. Engage on Social Media: Build relationships with your target market by being active and responsive on platforms they use.
  5. Offer Exceptional Customer Service: Word-of-mouth referrals from satisfied customers can be your best marketing tool and best of all – it’s free.

Remember, identifying your target market isn’t a one-time task. As your business grows and evolves, regularly reassess and refine your understanding of who your ideal customers are. A business can have different target markets for different products and services.

By focusing your efforts on the right target market, you can make your marketing more effective, improve customer satisfaction, and ultimately grow your small business.

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SEO for Multiple Locations: One Website to Rule Them All

Posted on by Phil

When expanding your business to multiple locations, the SEO strategy you choose can make or break your online success. Some businesses think the best approach is to create separate websites for each location. While that sounds logical, it’s like managing multiple social media accounts for one brand—exhausting and often counterproductive. There’s a better way: focus on building one robust website with multiple location pages. This approach packs more punch for traffic, domain authority, and local SEO, without the headache of juggling multiple domains.

Why Multiple Websites Create More Problems Than Solutions

Imagine running a chain of coffee shops. Would you prefer to manage one central menu or individual menus for each location? If you said “one menu,” congratulations—you’ve already grasped why having multiple domains is a nightmare.

Managing multiple websites means dividing your resources, splitting your content efforts, and confusing search engines. Google thrives on clarity and authority. Splitting your business into separate domains dilutes both. Your SEO power gets scattered, and maintaining high-quality content across several sites becomes a Herculean task.

Instead, a single website allows you to consolidate all your SEO efforts in one place. This boosts your domain authority, enhances user experience, and simplifies content updates. Think of it as putting all your best players on one soccer team instead of spreading them across different squads.

The SEO Power of One Website

A unified website with multiple location pages creates a clear and authoritative structure for search engines to crawl. You’re essentially telling Google, “Hey, we’re one big, happy business family.”

Here’s how it works:

  1. Domain Authority Boost:
    When all your traffic flows to one website, your domain authority naturally increases. Google sees this as a sign of relevance and trustworthiness.
  2. Content Power:
    A single site means one blog, one FAQ section, and one resource hub. This keeps your content strategy focused and impactful.
  3. Backlink Benefits:
    Backlinks pointing to one website are far more powerful than links spread across multiple domains. It’s about quality over quantity.
  4. Simplified Analytics:
    Monitoring traffic, user behavior, and conversions becomes infinitely easier with one site. No more hopping between dashboards.

Structuring Your Website SEO for Multiple Locations

To maximize SEO for multiple locations, structure your website with dedicated pages for each place you operate. Each page should include:

  • Location-specific keywords
  • Accurate NAP (name, address, phone number) information
  • Unique content about services offered at that location
  • Customer reviews and testimonials
  • Embedded Google Maps

This approach satisfies both users and search engines. Visitors can easily find information about their nearest location, and Google knows exactly where to direct local traffic.

Local SEO: The Key to Multiple Location and SEO Success

Local SEO is the bread and butter of businesses with multiple locations. It ensures you rank high in search results for “near me” queries, like “best pizza near me” or “top-rated mechanic in [city].”

Here are some tips to optimize local SEO for each location:

  1. Claim Google Business Profiles:
    Create and manage a profile for each location. Keep Google Business Listing details accurate and consistent.
  2. Localised Content:
    Write blogs or updates relevant to each area. Think “5 Things to Do in Invercargill This Weekend.”
  3. Citations Matter:
    Ensure your business information is consistent across directories like Yelp, Yellow Pages, and TripAdvisor.
  4. Encourage Reviews:
    Ask happy customers to leave reviews on Google. Positive feedback boosts your rankings.

But What About Subdomains or Subdirectories?

Some business owners ask if subdomains (e.g., invercargill.back9.co.nz) are a good idea. While subdomains are better than separate websites, they still split your SEO power. Subdirectories (e.g., back9.co.nz/locations/invercargill) are the best option. They keep all your content under one domain, maximising authority and traffic.

Keeping Things Simple Pays Off

Building one website for multiple locations isn’t just good for SEO—it’s good for your sanity. You’ll save time, money, and effort while creating a better experience for your customers.

Google rewards clarity, authority, and relevance. By focusing your efforts on one well-structured website, you’re setting your business up for success in a competitive digital landscape.

So, leave the “one domain per location” strategy in the dustbin. Consolidate, optimise, and watch your traffic grow. Remember, less is more—except when it comes to coffee or website visitors. There, more is definitely better.

By sticking to a unified website approach, your SEO efforts will deliver better results. It’s time to simplify and let your online presence shine. If you need help navigating this process, the team at Back9 is here to make it happen. Let’s kick your multi-location SEO into high gear!

How much does it cost to start a business?

Posted on by Gus

So, you’ve got killer ideas, a fire in your belly, and dreams as big as the sky. You’re ready to take on the world with your own business. But hold your horses, my ambitious friend! Before you start ordering those “CEO” business cards, let’s talk about the cost to start a business and make those dreams a reality.

The beginning

First up, let’s talk about setting up shop (or buying an existing business). Whether you’re opening a cozy coffee shop or launching the next big tech startup, there are some basic costs you can’t escape. Think business licenses, permits (they can take their sweet time), and all that fun legal stuff. Due diligence can’t be skimped on so be prepared to shell out some dough for a good lawyer. Writing an business plan is also a good idea. It’ll help you gain clarity of your vision and goals as well as help you identify potential opportunities and challenges.

Housing it all

You’ll need a location for your business whether you need a store front or a backroom warehouse. One of the key decisions you’ll need to make is whether to lease or purchase a commercial space for your operations. Leasing can be a cost-effective option, especially for new businesses, as it typically requires a lower upfront investment compared to buying property. It also offers flexibility, allowing you to relocate or renegotiate terms as your business grows or circumstances change. However, it’s essential to carefully review the lease agreement, paying close attention to factors such as the lease term, rent escalations, renewal options, and any restrictions on the use of the space. Engaging a real estate professional or an lawyer can help you navigate the leasing process and ensure you secure favourable terms that align with your business needs and long-term goals.

The next step

Now, let’s talk about the fun stuff – plant and stock. Depending on your business, this could mean anything from a warehouse full of gadgets to a garden full of organic kale. Either way, it’s gonna cost ya. And don’t forget about marketing! You’ll need a killer logo that screams “I’m awesome!”, a website that doesn’t look like it was built in the ’90s, signage that makes people stop and stare, and print materials that make you look like a million bucks (even if your bank account says otherwise).

It doesn’t stop there. Don’t forget about the little things that add up fast like office supplies, insurance, and let’s not forget about everyone’s favourite – taxes! Yep, Uncle Chris wants his cut, even if your business is just a twinkle in your eye.

Whats the damage?

So, how much is all this gonna cost you? The truth is, it varies. But here’s a tip: take whatever number you have in your head, and then double it. And just for good measure, add a little extra on top. Trust me, you’ll thank me later.

But hey, don’t let all this talk of money scare you off. Starting a business is like riding a roller coaster – it’s scary, it’s exhilarating, and sometimes you’ll want to throw up. But in the end, it’s one heck of a ride. So, strap in, hold on tight, and get ready to chase those dreams – cash in hand!

The main advice – don’t skimp on the marketing when you start a business

Starting a business is no walk in the park, especially when it comes to money. But with a little humour, a lot of hard work, and maybe a few extra dollars in your pocket, you can turn those dreams into reality.

So, go ahead, take the plunge – just don’t forget to leave enough in the piggy bank to market your great venture. There is no point in putting in all the time and effort to start a business but not being able to effectively tell anyone about it.

Want to start off on the right foot? Back9’s Digital Marketing Roadmap is exactly what you need.

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The truth about CPM Advertising

Posted on by Gus

In the world of digital advertising, CPM (Cost Per Mille or Cost Per Thousand Impressions) is a popular pricing model used by publishers and advertisers alike. CPM advertising involves paying a fixed rate for every 1,000 impressions (an impression is when someone views or interacts with your ad) of an advertisement. While this model has its advantages, it also comes with its fair share of drawbacks. Let’s explore the pros and cons of CPM advertising.

Pros of CPM Advertising:

Guaranteed Exposure:

With CPM advertising, advertisers are assured that their ads will be displayed a specific number of times, regardless of whether the ads are clicked on or not. This guaranteed exposure can be beneficial for brand awareness campaigns and reaching a broad audience.

Cost Control:

CPM pricing allows advertisers to set a fixed budget for their campaigns. Since the cost is based on impressions, advertisers can predict their expenses more accurately, making it easier to manage their advertising budgets.

Audience Targeting:

Publishers often offer various targeting options, such as demographic, geographic, and contextual targeting, which can help advertisers reach their desired audience more effectively.

Cons of CPM Advertising:

Lack of Direct Response:

This type of advertising is not ideal for direct response campaigns where the primary goal is to generate immediate clicks, conversions, or sales. Since advertisers pay for impressions rather than actions, there is no guarantee that the ads will generate the desired level of engagement or conversions.

Ad Blindness:

As users become more accustomed to online advertising, they may develop “ad blindness”. This is where the viewer ignores or subconsciously filters out advertisements, reducing the effectiveness of CPM campaigns.

Viewability Issues:

Not all impressions are equal. Some impressions may occur when the ad is not visible to the user. Usually because it was loaded off-screen or because the user scrolled past it quickly. This can lead to wasted ad spend and ineffective campaigns.

Potential for Fraud:

CPM advertising is susceptible to impression fraud, where malicious actors generate fake impressions to inflate their revenue. This can result in advertisers paying for impressions that were never seen by real users.

CPM advertising can be an effective option for brand awareness campaigns and reaching a broad audience within a fixed budget. However, it may not be the best choice for campaigns focused on direct response or conversions. Advertisers should carefully evaluate their campaign goals, target audience, and budget when deciding whether to use CPM advertising or explore alternative pricing models such as CPC (Cost Per Click) or CPA (Cost Per Acquisition).

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