SEO-blog-2

SEO Is Complicated: Here are Four Common Mistakes Brands Make

With some aspects of digital marketing, winging it might – just might – get you by. For example, social media is a space for bold experimentation and can be left up to each brand’s discretion, and the same could be said for some types of email marketing. With those, driving home a compelling narrative is more important than individual word choice. However, when it comes to SEO, you are dealing with a whole different beast – Google. Google, and other major search engines, have the power to determine whether or not your site will be visible to potential users. According to Ahrefs’ recent study, 90% of sites don’t receive any visitors from Google. At all.  Ensure that your site will be part of the 10% by avoiding these common SEO mistakes.

 

SEO Mistake #1: Using Too Many Highly Competitive Keywords

As a web user, when was the last time you did a Google search and scrolled past the first page of results? It’s probably been a while, if ever, right? The second page of results is not where you want to be as a brand, and, oftentimes, a site ends up there because there are too many high-competition keywords on the page and not enough niche ones that make your website unique.

This is not to say avoid competitive keywords like the plague – because they are competitive for a reason – but without the right balance, you risk drowning in a sea of websites that look too much like yours in terms of keyword use.

The best way to avoid this mistake is taking advantage of the many search engine optimization resources available like Google Analytics, Keywords Everywhere, SE Ranking, and more. These services often feature metrics that will tell you how difficult it is for a specific keyword to rank on the first page of Google, thus increasing your organic traffic. It will be well worth your investment, especially if you own a site with a low domain rating.

 

SEO Mistake #2: Overlooking Meta Titles and Meta Descriptions

Metadata is crucial in helping your web page rank high on search engines. So what exactly is it? Well, the root “meta” refers to “the self.” Essentially, metadata is data that references or describes other data. It is the text that informs the reader about what they are about to read if they click onto the site. You’ve seen it before. Here’s an example of what effective metadata looks like:

 

 

So why is it important to make sure you include and optimize metadata in your SEO strategy? The answer is user convenience. You can see how Fortress strategically uses keywords in its meta descriptions, informing interested readers about what we do. These descriptions are important because they not only build up our credibility but also introduce readers to our distinct voice, right there in the search results. The goal with these descriptions is to simultaneously answer initial questions a reader might have, such as “Who in Chicago can help me get my brand developed?” as well as invite them to peruse the site in full. Once they’re in, you’re in business.

SEO Mistake #3: Not Integrating Social Media with SEO

The year is 2022. The reality is that some of the old rules of thumb regarding search engine optimization have lost some of their relevance. Namely, brands can no longer get by without pairing their SEO strategy with social media. Building up social media profiles by creating consistent and unique content is absolutely essential to driving up traffic. It establishes your reputation. It increases visibility. Here’s proof: research was recently conducted by CognitiveSEO that revealed a link between the number of engagements on social media and site ranking.

While there is no direct link between social media and SEO, that does not mean brands can ignore the clear indirect link social media has in boosting site traffic considerably. 

SEO Mistake #4: Neglecting the Mobile Experience

Search engines take into consideration how mobile-friendly your site is when determining its ranking. When we talk about SEO evolving, this is a huge part of that, because everyone knows the most common way we access sites is on our mobile devices. Whether it’s ordering a Lyft, browsing for a new apartment, or quickly perusing a restaurant’s website before deciding to dine, we are attached to the convenience of our cell phones.

The way to avoid this mistake is to constantly remind ourselves that SEO is not strictly a conversation about keywords. Staying on brand is just as important. Websites with high-quality design are engaging in more ways than simply with their written content will perform better. Unequivocally.

As you read these mistakes, make note of them and how to avoid them, but most of all remember the general rule of always keeping your user in mind: UEO – User Experience Optimization, if you will. Your customers and clients will thank you.

In the world of branding, a slogan is akin to a thesis, establishing values and rearranging perceptions with every word. Think about the brands you love; chances are, they have connected with you through their written words. A great slogan is a condensed mission statement, reminding the consumer that they and the brand share the same attitude towards the world; that they and the brand are friends, willing to do right by one another. In this blog, we are going to discuss the significance of slogans, provide insight on what to do and what not to do when crafting a slogan, and reference case studies of brands that Fortress has helped discover slogans and taglines for through our Branding and Corporate Identity Services

 

The Best Slogans in the World

 

We all know these slogans, but do we know what makes them so memorable? Let’s start with Nike’s “Just Do It.” This slogan is brilliant for a few reasons; it is extremely brief at only three words and eight letters; it is motivational and fits with their brand philosophy of pushing one’s physical limits and being prepared for adventure; and lastly it is works as as a subliminal message that helps users make their decision to buy from Nike. Debating on getting that new pair of running shoes? “Just Do It.” Enough said.

 

Next up, Apple. Their iconic slogan, “Think Different,” encapsulates the very essence of their brand philosophy. It’s not just a call to buy their products; it’s an invitation to embrace innovation and individuality. In just two words, they’ve managed to capture the spirit of those who dare to challenge the status quo and break new ground. 

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      SENIOR designer

      Full Job Description

      Fortress is a fast-growing digital marketing and branding agency headquartered in Chicago that has worked with clients ranging from global corporations like Nike, Jordan, All-State, Acura, athletes, and celebrities like Kevin Hart, Steph Curry, prestigious universities, startups, and everyone in between. We believe in putting family first, being team players, staying humble, and being obsessed with our clients’ success. We provide a unique and energetic culture that fosters creativity and camaraderie.

      We’re currently seeking a full-time Senior Designer to join the team and work out of our Chicago, IL office. The right person for this position sees the bigger picture while remaining passionate about the details.

      You’re knowledgeable and skilled in Web, Branding, large-scale marketing campaigns, and more. You’re a jack of all trades in creative software, but you also have a passion for design beyond the screen. You understand that great design is in the nuance—that subtle cultural references should be woven into the things you create and every project should be approached with the end-user at the center of it. You love working on a team with diverse perspectives and you’re willing to learn from as well as build up those around you. At the core, you’re a problem solver with a knack for making things look good.

      WHAT YOU’LL DO

      • Contribute to various projects in web, brand identity, and print across multiple industries
      • Collaborate and ideate with the design and marketing teams, while also giving and receiving feedback on designs
      • Create presentations and asset kits to be delivered to team members, clients, and partners
      • Present your creatives to clients with the ability to back up your ideas, while also being open to new ideas and critiques

      WHAT YOU’LL BRING

      • 3-5 years of experience working in design and digital marketing
      • A strong portfolio with a diverse array of work and a strong foundation in basic design principles (typography, layout, color, UX/UI)
      • Problem-solving and storytelling abilities
      • Multi-tasking and prioritization skills
      • Experience working in Adobe CC and Figma
      • 3D, Animation, Video Editing, and Photography is a plus
      • A collaborative mindset
      • A good sense of your own design and visual style
      • Attention to detail
      • A passion for growth and a never-ending curiosity

      Job Type: Full-time

      Benefits:

      • 401(k)
      • 401(k) matching
      • Dental insurance
      • Flexible schedule
      • Health insurance
      • Paid time off
      • Professional development assistance
      • Vision insurance

      Schedule:

      • 8-hour shift
      • Monday to Friday
      • Weekend availability

      Supplemental Pay:

      • Bonus pay
      • Commission pay

      Ability to commute/relocate:

      • Chicago, IL 60642: Reliably commute or planning to relocate before starting work (Required)

      Experience:

      • Graphic design: 6 years (Required)
      • Web design: 4 years (Required)

      SENIOR DIGITAL STRATEGIST

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