iSmart Communications Blog

Why Paid Search Ads Are Still Relevant & 5 Best Practices To Follow

Posted by Bryan Lim

May 30, 2019 5:45:00 PM


Organic traffic is ideal when looking to drive traffic and boost engagement on your website. However, if fast growth and immediate results is what you are looking for, you would need to consider adding paid search ads to your digital marketing strategy.

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Topics: Digital Marketing, Search Engine Optimization (SEO), Content Marketing, Google Adwords

4 Obvious Signs to Invest in Search Engine Optimization

Posted by Pooja Vinod Kumar

Sep 13, 2018 4:03:45 PM

As a small business owner in this digital marketing age, you probably know that one of the key elements to running a successful business is being able to attract your customers online. For every business that wants online visibility, Search Engine Optimization (SEO) is always a preferred choice to boost their organic search results. Learning how to optimize your website using SEO is a very useful skill that can help to drive traffic to your website. Combined with the other strategies in inbound methodology, it can eventually help to attract visitors and convert them into leads.

Are you unsure about whether your website needs to be optimized through SEO? Let’s check out whether your business has the following 5 signs. And if you do, it’s not too late to start investing in SEO!


1. The most obvious one – your website does not show up in search engines

If your website is not showing up on the first few pages of SERP (Search Engine Results Page), this is already the most obvious sign that you need to optimize your website for SEO! Having a website alone is not enough if it cannot be seen by the audience. Only by optimizing your website through various methods, such as index inclusion, keyword analysis and on-page optimization, it is possible to slowly climb to a page 1 ranking.


2. You THINK your website is original and up-to-date.

Keeping your content original and up-to-date is really important. If you feel that your content has not been updated for a long time, then you should update it with fresh content!
You need to constantly update your website content with the latest information, as Google has confirmed that fresh content is a major factor that plays a crucial role in search engine ranking.
Look at this case, where blog posts of the business owner observed a progressive drop in traffic through organic search. This was because he didn’t update it for 4 months, and other sites that were competing for the same keywords were being updated regularly. Once the owner started updating the content, the web traffic bounced back to the normal level.

So, make sure to keep your website content updated, and keep publishing piping hot content in your blog! Blogging is the easiest way to get your webpage to rank #1 on Google, just like how HubSpot does it.If you're not sure what topic to write about, you can send out a couple of quick surveys, or engage with customers through social media to understand their needs and questions, and write a blog post that addresses their concerns!


3. Your webpage does not look credible

Think about the first time you meet a person, the first thing that you would notice is their appearance, and how they are dressed, right?
The same rule applies to website design – the appearance of your website is the first point of contact that your website visitor has with you. If you know that the first impression of a person is the best impression, then the first impression of a visitor to your website is also equally important!
Your website design doesn’t have to be too fancy or dramatic, but it must be clean and professional so that it catches your visitor’s eye, and builds credibility and trust in your business.
The goal of having a smart and professional website is to bring in potential high-quality leads, that can be nurtured and even converted into customers to take your business offers.

However, this is not enough! A professional website also needs proper SEO to improve it and become visible on search engines. With better website design optimized for SEO, you are on the right track to developing your business reputation and people will start becoming aware of your brand.

4. Your website has poor “relationship” with other websites
Link building is an essential part of SEO, and this will only happen when you develop relationships.
There are two fundamental ways in which search engines use links: not only is it used to discover new web pages, but it also helps to determine how well a page should rank in the SERP - because links are signals to Google that your website is a quality resource that is worth paying attention to.
Since Google put link building as one of the most important ranking factors for SEO, many businesses started taking advantage of this – by spamming links. In fact, this is only a very short-term strategy as Google would soon find it out.

So, building links from high-quality and a highly influential website is the best strategy for optimizing your website performance through SEO. Since they are highly influential, and additionally if you can get external links from them, you are allowing their website visitors to visit your site too! Together with good content and positive user experience, (e.g. low bounce rate), your website ranking will soar very soon.

If you realize that your website is facing some issues based on the points above, then maybe its high time to start making changes!

Before you start your optimization work, not only do you need to understand the basic techniques of SEO and the mistakes not to make when doing so, you also have to stay up-to-date with the new updates that Google launches constantly and figure out the best SEO practices. This is because Google algorithms are complex and always evolving, so there is never a magic formula for SEO.

So, keep refreshing your content, stick with the most current SEO practice and you will definitely climb the ladder on your way to the SERP!



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Topics: Search Engine Optimization (SEO), Lead Generation, Google Marketing Tools, Google Adwords

The 6 Best Tips to Generate Leads using SEO

Posted by Pooja Vinod Kumar

Sep 12, 2018 3:09:53 PM

Search engine optimisation is extremely important for your business. It allows your website to be found by prospects when they type in certain keywords. Having your website organically ranked highly on Google will get you more leads than you could ever imagine. As such, it is vital to learn some SEO tips for your business. 

Here are 6 tips that you can use to generate leads using SEO.

1. Do Your Keyword Research 

Use a tool like Google trends to make sure you’re targeting effective keywords that match your potential customer’s search intent.
Basically, you want to make sure you’re picking the best possible keyword to write about. Here’s a quick example showing that people are using the word “blog” more frequently than “article” when it comes to SEO.
To do this head to and examine the popularity of different keywords that pertain to your business. Start with customer service requests you receive in your daily operation and see how you can answer those questions through content.

2) Audit Existing Content for SEO

Doing content analysis is an important part of using SEO for lead generation. That’s because it’s the only way to tell how your existing content is performing so you can make it even better.
You also want to avoid SEO errors that may hurt your search ranking. Since SEO best practices change regularly in response to Google algorithm updates, it’s important to make this kind of audit a regular part of your strategy.

3) Fresh content strategy

Fresh, high-quality content is food for search engines; they love it. Website blogs are useful for providing they add content that is of significant interest to your consumers. Don’t forget to post this on social media to drive more traffic back to your website via high domain ranking sites that are extremely well liked by search engines.

4) Add alt text to images

All of the images on your site should have descriptive alt text. This ensures that if your images can’t display for some reason, people will still be able to understand the content. This is also the text that displays if a user hovers their mouse over an image.
Since bots only read the text, search engines can use alt text to understand images and include them in relevant image searches. This will help your website rank higher on Google search, thus getting you more leads for your business.

5) Monitor Rankings

You’ll need a baseline so you can measure improvements from your organic lead generation strategy. To do this, you’ll need to know where key web pages in your lead and sales funnel rank now.
If you just want a quick check, Google your target keyword phrase and see where your page comes up. Make sure you use an incognito or private window, as Google tailors search results to your account.
For a more structured approach, go to Google Search Console, and navigate to Search Traffic » Search Analytics.

6) Site’s performance

There’s no time to relax thinking you have completed your SEO strategy and things will be just great. Wrong; SEO is ongoing and once you start there’s no going back if you want to maintain a good online presence. You will have to endlessly monitor your site’s performance using an analytics tool like Google Analytics, to control which keywords and traffic are creating the most conversions. This data will identify the best keywords to target in your SEO strategy and likewise the ones that are not performing. In addition, you get a good insight into the general performance of your website.

I hope you have gained some knowledge and learnt the tips from us. SEO might take a while for the results to come, but it will definitely be worth the time.



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Topics: Search Engine Optimization (SEO), Lead Generation, Google Adwords

5 Tips to Generate Leads using Google AdWords

Posted by Pooja Vinod Kumar

Sep 6, 2018 11:17:19 AM

One of the most popular methods to generate leads is Search Engine Marketing (SEM) using Google Adwords. Google Adwords allows you to advertise certain keywords on Google search, thus allowing your brand to be visible to prospects when they type in the keywords.

Here are 5 tips you can use to generate leads using Google Adwords.


1) Start with Search network campaigns

The Search network is key when it comes to targeting the hottest prospects for your products and services. So, undoubtedly, your first port of call should be Search network campaigns. Through this, prospects on the Search network can actually take an action by searching for a solution to their problem, unlike the case of marketing on the Display network, that would interrupt your prospects as they browse the web. Generally, prospects on the Search network take an action by searching for a solution to their problem — already qualifying them as a lead. They are near to the base of your marketing funnel, which makes them the most likely to convert to a lead or customer. Launching on the Search network can also give you a good idea of contextual keywords that can be carried over to the Display network.

2) Use all Ad extensions Available

AdWords is becoming very popular at building dynamism into ad delivery. This means that every advertiser gets to take advantage of ad extensions that would deliver a more tailored or individualized ad to each user. Most of the time, individualized ads often deliver higher click-through rates, improve the quality score and simply take up a more competitive real estate on search results.

You should use every Ad Extension available and applicable to your campaign, mainly because too many businesses have no Ad Extensions at all. Setup is both quick and painless and the results are real! 

 3) Use negative keywords

Negative keywords are words that have no relation to your ad. They help to curtail the broad scope of the ad by making the ad present on only relevant search result pages. For example, if your ad is about watches but then you include the negative keyword ‘clocks’, it means that customers who were interested in clocks but not watches won’t be directed to your page, saving you money on a click. An extensive list of negative keywords can significantly increase the quality of your traffic and improve your CTR (click-through-rate) to a great extent.

4) Select keywords carefully

One of the most important things to do is to select keywords carefully. The Google keyword tool is the perfect place to start and it’s free! You need to do your research diligently and select the best keywords you want to advertise. You need to look at the search volumes and also the cost per click for each of the keywords. Also, as mentioned above, one of the most common and costly AdWords mistakes is focusing all your attention on positive keywords that bring you traffic.

5) Align the Ad message with your landing page

It is very crucial to align your ad message with your landing page. This is a very important Google AdWords tip that will help you improve your quality score and increase the rate of clicks to your landing page.

The quality score is a benchmark that Google uses to know whether your ad campaign is effective and relevant to your audience or not. It reduces your advertising costs, gives your ad a wider reach and better ad positioning in terms of search and display networks.

These are 5 tips you can incorporate in your SEM campaigns in order to generate leads for your company. You should also improve the ranking of your website organically by doing Search Engine Optimization (SEO) in order to fully reap the benefits of having your keywords ranked on the first page of Google.




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Topics: Search Engine Optimization (SEO), Lead Generation, Google Marketing Tools, Google Adwords

6 Ways Your Business Can Benefit from Using Google AdWords

Posted by Samantha Hew

Jul 10, 2018 2:30:00 PM


Google AdWords is one of the most effective methods of paid online advertising out there, which is used by many of the organizations today. Google AdWords has the potential to send large numbers of people to you who are looking for what you have to offer. Also known as pay per click (PPC) advertising, Google AdWords presents a good opportunity for those who want to advertise to their audience who search for information online; at minimal costs and see fast results, if done properly. 

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Topics: Inbound Marketing, Digital Marketing, Google Marketing Tools, Google Adwords

What You Need to Know about Google’s Free Advertising Tool for Nonprofits

Posted by Samantha Hew

Jan 3, 2018 3:15:00 PM


Whether it is investing in a new website, spending on social campaigns, events and other marketing collateral, the refrain is the same – especially for nonprofits who have a limited budget.

However, there is a tool that not many nonprofits are aware of that they can leverage on to grow their digital marketing efforts to drive ROI and receive extra advertising spend. This brings me to introduce Google Grants.

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Topics: Inbound Marketing, Lead Generation, Google Marketing Tools, Google Adwords

3 Advanced Tips For Increasing Your Google AdWords Click-Through Rate

Posted by Joshua Poh

Oct 9, 2017 2:00:00 PM

So you know your best practices for Google AdWords. You’ve included location targeting, and have also included terms in your ads that will attract your audience’s attention.

However, you realise that it results in a large number of impressions, but little clicks. How do you increase the click-through rate? We have three tips for your text ads that will help.

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Topics: Google Adwords

2 Best Practices You Should Use For Effective Google AdWords Text Ads

Posted by Joshua Poh

Oct 3, 2017 2:00:00 PM

So you’ve defined your target audience and now know how to apply the information from your target audience to optimise your Google AdWords campaign. What now?

Google uses Expanded Text Ads across the board (as of 31 January 2017), comprising of:

  • Two headlines, 30 characters each
  • Description, 80 characters
  • Destination URL, that can be customised with two paths, 15 characters each 

How then, do you use this ad space effectively? Here are two best practices to keep in mind.

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Topics: HubSpot, Content Creation, Google Adwords

Google AdWords: So You Know Your Target Audience. Now What?

Posted by Joshua Poh

Oct 2, 2017 2:00:00 PM

You’ve followed the instructions in our previous post about defining your target audience for your upcoming Google AdWords campaign.

You may be asking – what’s the next step? How can I turn this information that I’ve gathered into actionable insights to better target my AdWords campaign?

Here are 3 audience characteristics you can tap on to further optimise your AdWords campaign. Use either the Ad Scheduling or Bid Adjustment menus to make these adjustments.

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Topics: Digital Marketing, Google Marketing Tools, Google Adwords

4 Things To Prepare Before Running Your AdWords Campaign

Posted by Joshua Poh

Sep 28, 2017 11:26:04 AM

When set up and managed properly, AdWords can be an extremely valuable source of new leads for your business. However, a failed campaign can result in disappointed clients or management, and wasted marketing dollars. Let’s not get into the implications of that, shall we?

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Topics: HubSpot, Google Adwords

4 Tips To Run Search Engine Marketing On Google Effectively

Posted by Natalie Kwong

Aug 1, 2017 2:00:00 PM

Search Engine Marketing on Google is one of the most effective ways to get specific pages on your website found on Google. With more than 40,000 searches made on Google globally every second, search ads on Google is one of the key ways to get yourself found on top of Google search results.

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Topics: Google Adwords

Powerful tips for Google Adwords Campaign

Posted by Neha Jain

Jan 13, 2017 10:00:00 AM


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Topics: Lead Generation, Business, Lead Generation Singapore, Google Marketing Tools, Google Adwords

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