Jean-Marc Demers
|Digital Marketing

Why Choose an Advertising/Marketing Agency with Digital Content SEO Expertise ?

Twenty years ago, companies didn’t have to worry about advertising their brand, products or services on the web. Traditional media was enough. But competition is particularly fierce in 2022 to have web pages and social media posts appear in top search results and reach their target audience. Facebook, Instagram, LinkedIn, Pinterest, TikTok, YouTube and Twitter have become the most effective media platforms to promote brands and products, far ahead of traditional media! In this article, see why choosing an advertising agency with SEO and inbound marketing expertise is critical to your company’s success.

SEO integrated marketing

Intergrated Marketing


A 360° agency 

To be considered competent, advertising/marketing agencies must have extensive digital content referencing expertise in order to “sell” products or services successfully. The agency team must be skilled in:  

  • Strategic vision and content creation: Developing an effective advertising and marketing strategy (brand image, sharing company values, product presentation, client relations, B2B communications etc.);   
  • SEO and digital performance: Developing an equally effective internet VISIBILITY STRATEGY to reach the target clientele (maximum brand and products/services visibility) and to incite prospects to convert their interest into purchases.  

At Braque, a marketing agency in Montréal, our digital performance team is as important as our content creation team. In fact, the 2 complement each other, since all the content we create is sales-oriented and tailored to target clienteles, visible in their web searches, and presented in a targeted way on the specific social media that these clienteles use!   

We use all the methods and tools necessary to achieve our clients’ digital marketing performance goals.  


Inbound marketing: our agency’s speciality 

Inbound marketing consists of sharing content on the web that interests consumers (each company’s target clientele), integrating key words used in searches into it, and optimizing metadata. Inbound marketing also consists of motivating conversions with a multi-step SEO strategy.  

The goal is to have prospects contact your company for information about or to purchase one of your products or services. This type of  marketing completes outbound marketing (traditional radio or TV advertising, print media, digital or print billboards and direct mailing).  

A company’s inbound marketing content should contain the keywords that consumers use in their Google, or other search engine (Yahoo, Bing, etc.), searches. It is worth noting that 90% of consumers searching for a product or service on the web don’t have a specific brand in mind before starting their research.[1] 

Several types (and formats) of content can be presented on the web and distributed on various digital platforms: 

  • Texts, images and videos on company websites (including feature articles on a blog) ; 
  • Texts, images and videos in social media posts;  
  • B2B communications (between businesses) published on LinkedIn; 
  • Texts, images and videos of sponsored ads on social networks;  
  • Texts, images and videos of advertising or brand awareness campaigns posted on social media and company websites;  
  • Company newsletters sent by email to subscribers; 
  • Webinars, training or online events that are useful to the target clientele;   
  • Long-form, value-added content pieces (E-books, how-to guides, etc.) to interest the target clientele and obtain their contact information and other information through a form to be filled out. 
Lead generation campaign and white paper created for our client SigmaRH
Lead generation campaign and white paper created for our client SigmaRH

Lead generation campaign and white paper created for our client SigmaRH  


 Keyword referencing methods

Optimizing digital content to facilitate its ranking by search engine algorithms is called SEO (Search Engine Optimisation). These are three SEO methods: 


1) Natural referencing (organic)   

To be visible in the top search results on Google or other search engines, the different types of content must contain keywords or phrases that are likely to be used by consumers in their searches. Between 70% to 80% of web users focus solely on organic results and ignore sponsored ads. [2]

Texts on company websites (in articles presented on their blog) must be high quality and long enough to be favoured by search algorithms and appear in the top results. As well, it’s a good idea to insert pertinent external links to respected sites in the company’s business space. Internal links (between website pages) are also essential to obtain a good referencing, as well as backlinks (where third parties refer to your site).  

Having a blog  with many high-quality articles containing primary and secondary keywords will attract prospects. In each  article, you can insert a link to your site’s Services or Contact pages. Adding an FAQ section on your site is also an excellent way to place all the keywords your target clientele will be looking for. Braque offers all these services: professional writing, choice and addition of effective keywords, performance analysis, etc.

Search Engine Advertising Campaign


For this campaign, Braque’s SEO experts created an Appointment Form filled with keywords to reach people looking to reserve their spot for an infiltration. As well, a FAQ was added at the bottom of the page to insert several keywords.  


2) Metadata referencing 

Keywords chosen for each website page, for each blog article and for each social media post must also be inserted in the meta tags, such as:   

    • The title tag, that you see on the search results page;  
    • The description tag, which is under the title tag;  
    • The URL of site, which is under the description tag;  
    • The alt tags (description under photos and videos). 

On social media, pay-per-click ads, payable by companies each time a web user clicks on them, are used to bring users to a website. The chosen words can be more or less expensive per click, depending on their popularity (bids), or their price can be fixed.  


You can buy keyword ads via Google Ads (formerly Google AdWords), Yahoo! Native (formerly Yahoo! Search Marketing) Microsoft Advertising (formerly Bing Ads). The cost per click varies depending on the search engine and level of competition for the chosen keyword.

To decide on the most effective keywords to insert into your texts, image and video descriptions, metadata and in sponsored ad content, we use SEM RUSH, Google Analytics, Google Trends and Ubersuggest. 

Choose the right platforms for your type of products or services 

On social media, the goal of every post is that prospects click, like, comment, subscribe to the page or visit your website to purchase your products or services.   

But which platforms (Facebook, LinkedIn, Instagram, YouTube, TikTok, etc.) are the best for generating clicks for your type of products/industry? What is the click-through and conversion rate (web users who respond to a call to action to fill out a contact form, subscribe to a newsletter, download a document, purchase a products online, etc.)? Here are some interesting conversion rate statistics collected by WorldStream: 

Average click-through rate (CTR) on Facebook by industry

Average click-through rate (CTR) on Facebook by industry

Average conversion rate (CVR) on Facebook by industry


These charts show us that the pets and animals industry has the most clicks on Facebook, but the industry has a very low conversion rate. On the other hand, the food industry has a lower click-through rate, but a very high conversion rate. This data is critical to creating content marketing strategies, and reveals the importance of conducting in-depth research on your target market. 


Your inbound marketing and SEO strategy at Braque 

As an advertising, marketing and SEO agency in Montréal with 30 years of experience and cutting-edge experience, Braque creates quality websites, effective advertising and awareness campaigns as well as social media pages that represent your company and products.  


We also meticulously plan your inbound marketing and SEO strategy, based on precise performance analyses. We use tools that allow us to target the right keywords to use, determine users’ browsing patterns, and obtain important information about your target clientele’s habits (e.g., at what time of the year do your clients make the most purchases).  


Find out  THE STEPS our specialist take to DEVELOP YOUR SEO STRATEGY.  


[1] Status Labs, 2018

[2] imFORZA, 2015

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