The Importance Of Backlinks

  • By Rob Balla
  • 21 Jul, 2015

Inbound links to your website help to improve organic rankings

inbound links
Time and time again it's been proven that quality inbound links to your site will help improve the ranking of your website.  The keyword is "Quality".  Sites with higher traffic and fresh content logically  get crawled by Google more frequently because fresh relevant content is paramount to the relevancy of the day. 

SERP (Search Engine Results Pages) base organic ranking on many factors including meta tags, content, longevity and more.  If your site has an inbound link from a site with a similar theme or compliment in content there is more weight placed on the value of that inbound link.

Blogs: Blogging plays an important role to  link  content to your site pages. Whether it's a third party blog such as word press or an internal blog platform, creating the content and driving relevant external linking to your site will help as well.

Business Directories: Veritable business directories and portals also play an important role in inbound links.  It can be time consuming to submit your website manually to business directories. 

Social Media: Facebook, Twitter, Instagram are great platforms to drive content links back to your site.
Here is a beginners guide to growing your sites popularity with links:
https://moz.com/beginners-guide-to-seo/growing-popularity-and-links

If you don't have the time to do these activities contact us today and our social media team will be ready to help. We can get you started with
manual submissions to over 40+ business directories within the Region.



By Balla Media 05 Feb, 2017
If you come from an accounting background, advertising is a necessary evil. If you think you can rest on the merits of your physical location alone to grow business think again.  Over the many years of working with businesses I find it fascinating how many people calculate their ad spend or don't even think of requiring advertising until it is too late. Here's what I discovered. There are businesses who may not understand the value and residual value of advertising.  

Opening a brand new business . So you have a dream and you've invested your blood sweat and tears or someone else's money to open up the most amazing shop in town. Your money has been tied up into rent, inventory, employees....the basic stuff to get you going but haven't put the money aside to  let people know what an amazing business you have.  I'm not kidding when I say that 7 out 10 new business people I meet with haven't mapped out and set aside an ad budget for their business.  These businesses need to extrapolate their annual sales and calculate what they need to spend to build awareness. 

The Old 3-5% Rule. This 3-5% rule of gross annual sales is a number financial analysts threw around in the 60's and 70's and it stuck with businesses and corporations as the norm. Here's the kicker. A ton has changed since the 60's with exponentially so many more advertising channels/outlets/streams which are available. It's harder for businesses to make noise in the market place with all the ongoing influx of distractions from news, information, entertainment delivered my digital technology. Businesses need to stand out and should be looking at a minimum of 9%-12% of annual gross sales blended with an intelligent strategy.  See below how to calculate your ad budget. 

Advertising Only During Certain Times Of The Year.   Yes there are a minute group of businesses which don't require consistent advertising all year round(e.g. ski resorts), these account for 1% of the businesses out there. However whether  you are a seasonal or year round business you still fall into 99% of businesses who need to be advertising   ALL THE TIME.  Advertising by branding all year round is essential and is the lifeline to maintain and build your business's presence in the marketplace. 

The goal for all businesses whether you want to maintain or grow market share is to stay and remain at the top of the consumers mental shopping list of options. People like to do business with names that they recognize, businesses which fit their needs, and products or services which fulfill an emotional need. It's important to push your businesses presence on a light level all year round and during your seasonal peak periods to increase the frequency of your advertising to win more market share by call to action.   Watch How To Advertise  - 7 Factors and Formula. 

Advertising Your Business Based On A Physical Location.  Watch How To Calculate Your Ad Budget .
If you are looking to maintain business then consider the lower end of the budget scale because you will always have attrition. Attrition is part of every business and you need to maintain a flow of new customers to offset customers who drop off, repatriate the old ones and maintain touch points and connectivity with existing ones. 

Use this spreadsheet:   Ad Budget Calculator   Adjust fields B2 (gross sales) B8 (Annual Lease or Cost Of Occupancy) to come up with a recommended range budget to work with.

Non-Physical Locations.
Let's say you work out of your home and you want to grow your business. You now have less overhead and more margin to build business.

Selling Products / Services On-Line:
There is a totally different approach and formula to selling products on-line. You should not use the above calculator to determine your budget for e-commerce or on-line conversions from your google campaign.  There is a whole other formula of metric based selling and it is determined by  ROAS (Return on ad spend) and CPA (Cost Per Acquisition). In many cases it's not as simple as the above calculator as there are many more variables for driving on-line sales conversions whether it's forms, sales or phone calls. Your going to be looking at Conversion Rates, Average Order Of Value and CPC.  You can utilize the following formula for calculating your on-line goals/conversions and budget which is incorporated into your overall ad budget from the Ad Budget Calculator Spreadsheet. Check out  View Google's Metric Based Selling Formula Here

Advertising - An Exciting Investment. That's right. It's an investment and it needs to approached in a way that you know it's one of your most important tools in your business's journey of growth. To not advertise is like winking at a beautiful woman in a pitch dark room.

Rob Balla







By Balla Media 07 Sep, 2016
I've worked in media for over 20 years and it doesn't cease to amaze me how some media channels haven't changed in their approach to creating value when at times there is no or little value. When you are buying advertising here are some red flags to watch out for:

1) The media rep says we are so busy and running into sold out inventory but we still have some avails.
This is a common tactic. Albeit there will be times when a radio, tv station or billboard is in a sold out situation. However this is not the case all the time especially not when you happen to show interest in a buy or request a proposal. When I worked in radio as a sales rep we had 2 inventory structures. The sales managers inventory to the team and the REAL inventory. A sales manager would say to the team we are 95% sold out when in reality we would be 50-70% sold out... real estate development housing works in the same way....you'll see a sign which says a 70% sold out display on the lawn....sometimes that sign doesn't change for over a year. When a media says they are in a close to sold out situation it could be they want you to move quickly to avoid disappointment....if you ever come across this statement that "We are close to sold out" or "Ou inventory is filling up fast" you should think twice. First off do you want to be on a station where the commercial islands are just jammed packed with other sponsors and your message gets lost?? Secondly, by walking away you are sending a message that you do not buy under these conditions. When a media creates a false sense of inventory they have a self justified right to increase rates. It's a false value created by a false demand. As an agency we know there is always a way to negotiate a better rate or more efficient schedule for the same investment. There is always an alternative to the main streams to deliver highly effective cost per thousands without falling into the trap of tactics. If the station is still a good fit for your business and the investment is in line with your ROI and the CPM or CPP is in line then start your branding campaign at a timeline when there is no price pressure. Wait til the price is right. If your campaign is based on urgency or a sale you may have no other option than to but pay the piper.

2) A media may sell a sponsorship with an exorbitant value attached to the promotion or sponsorship.....you'll be apprised you can have it for a fraction of the cost. Decide with caution and don't fall into this pressure trap either. Radio, TV stations will typically run a promotion using their promotional or programming inventory. At times there may be an opportunity for clients to piggy back as a sponsor or to "own" the promotion. A station will place a value up to 2 to 3 times of there promotional inventory based on their top rate card price for a commercial...eg. If a 30 second commercial spot is sold at top rate card for $100, the station will place a value of $250 on their promotional occasion...
Within this promotional spot as a business you may receive a name mention or a tag line.....in no way is it worth a $250 value based on this case scenario. So a tv or radio station will offer a client a category exclusive sponsorhip for "XX" amount of dollars based on the promo value. If the media is providing this promotion in exchange for product for prizing then it could be worth it depending on the exposure....each opportunity needs to be assessed on an individual basis based on awareness ROI. Don't pay for a promotion until you consult with an unbiased party such as an advertising agency to determine the true ROI value. The amount you invest in whether it be cash or product investment (cash) may be better invested in a regular airtime schedule with that media or in another media.

3) We are the number 1 station with seniors who love to ride bikes on a Tuesday while eating hot dogs. Ok..so you get my point. Every media is number 1 in something. You have to carefully compare apples to apples when considering where to place your ad dollars. An experienced agency has the knowledge and expertise to analyze media schedules based on target demographic, location, reach, frequency while dovetailing your specific creative and marketing objectives.

4)Selling you more or not enough for an efficient campaign. There are sales reps which will sell you too much and reps who won't sell you enough. Buying and selling media is an art form. It's a delicate process of understanding weighing a number of variables from budget, audience, reach, frequency and of course the message. If one of these are out of kilter it could mean a waste of time and money.

Media can create awareness and drive calls and traffic to your website or retail location...just remember it can't close the business...that's what your business and your people are supposed to do. Contrarily, I have worked with clients who said they "Tried" a certain media and had no success. No response. Once I dig a little deeper I eventually find out what the real issue was. Sometimes the campaign works and the client's phone rings but the business has poor front lines, or there is a customer service issue or no one is there to answer the phone...or sometimes it's the schedule where the rep didn't give them enough frequency or the campaign ran short. Sometimes it's the creative. Creative needs to be compelling creating an emotive response....remember it's not always about price as we know...customers do not always pay based on price they pay based on convergent factors where emotion meets logic...when your business has solved a problem for the consumer or has created an emotively empathetic response which at times is priceless.





By Balla Media 21 Aug, 2015
by Rob Balla.

It's not advertised or a publicly known strategy. If you have a google my business listing and are not using it to its full potential you are most likely losing out on more traffic from organic rankings or SERPs (Search Engine Result Pages)

When you are working with a happy client/customer who is pleased with your products and services make it a habit to ask them to give you a good review on google. Even consider doing it with them on your computer at your place of business.

Not enough businesses do this and not enough customers utilize the review feature. Reviews are a powerful tool on a number of levels. They let others know that you are a great business to do business with. They can see the experience and star ratings of other customers. Google reviews will also help your organic traffic in google my business listings. These are the "Free" business listings. The key is to know what search term will bring people to your business listing. Typically it's your business name or the business phrase associated with your business listing.

What About Negative Reviews? (The elephant in the room)
If you have had a negative review/ low star rating it's all the more reason to get more positive reviews from pleased customers. This will over power a negative review. You might even find a negative review from someone who has never even done business with you. They may have your business confused with another business. There may even be the odd customer who is impossible to please who looks for opportunities to complain...because it's in their nature. That's ok....it's only more reason to build a portfolio of positive reviews.
Want to improve your Google My Business Listing? Call or email me today to learn more.

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