The Edge Magazine Interviews Bassem Ghali, Founder of Green Lotus. Canada's #1 Digital Marketing Agency
“My journey in Canada began with humble beginning where I did a lot of labor jobs working in a chicken factory and McDonald’s because I was a non-French speaker living in Quebec,” he said.
His big break came when he was asked to do the redesigning and rebranding for a company—his first office job in Canada for an IT company. “One day the CEO walked up to me and enquired ‘how can we get on the first page of Google?’. That was the question that changed my career. At the time, search engine optimization (SEO) was not a thing.” The rest is history as they say. “I got into a career before it became a career,” he added.
Tell us a bit about your background? What shaped the person you are today?
I think growing up in the Middle East; I’m from Egypt, it’s kind of similar to Europe. You have to be selling and doing stuff—hustling—all the time. I was a salesperson when I was 16 years old. I sold timeshares and computer devices. I worked in the supermarket for a while. If you are a good salesperson, you will be good in any industry you choose, and I think that’s what my upbringing in Egypt taught me. That street smartness you don’t get in traditional education.
What initiated the idea of your online marketing company Green Lotus that you created in 2012?
After working in the corporate sector for many years (I managed some of Canada’s top digital marketing teams at Toronto Star, Direct Energy and was the head of marketing for Canadian Tire), I took a leap of faith.
I told myself that if I fail, I can always go back to a corporate job. Since then, I have never looked back. We focused on two products; search engine marketing and search engine optimization. We’re a very specialized boutique agency—we do two things and we do them very well. We gained the trust of big clients like EgyptAir, Xplornet, and Metro College.
A lot of companies look for lead generation, and the initiation of company interest into products and services. Lead generation is what we do very well because everything we do is performance-based. We wouldn’t take an action unless it had an impact on the bottom-line, and this is why we gain more and more trust.
You partner with many worthwhile charities and causes with Donate & Learn initiative. Do you still believe in the benefits of a simple idea?
Yeah! The whole idea started very simply. I believe that no matter how big or small your brand is, you must have a charitable approach. We thought of getting a few good speakers together to have a workshop with proceeds going 100 per cent to charity. We thought if we got 50 to 60 people and $500, it would be amazing. The first time we hosted the workshop, more than 300 people showed up. We didn’t have enough seats, water or food but the proof of the concept was there.
Thereafter, we raised $4000 to $5000 in a few hours. We have gained the support of big international companies like Go Daddy- who spoke for the first time in one of our events here in Canada—Teksavvy, FreshBooks, and Microsoft—who sponsored our events. It was a win-win situation and we all saw the value. That was the main reason for the initiative’s continuous success. We have done seven expos so far and raised more than $35,000 for local charities.
What are some of the major challenges and successes that you faced with owning your own company, especially at the beginning?
When I first started my company, I didn’t really know who my customers were, who I was marketing to, who my services were good for and who my pricing will make sense to because I met a lot of very small business owners and they couldn’t afford much a month.
I said “Well, I can’t start with you.” Just getting through that process and sometimes selling yourself a little bit cheap and losing on that project was a challenge. It took a lot of learning to know the ideal customer because if you are talking to the right person then there is more chance of you closing that deal.
I can’t even give you advice on that since it’s a learning curve every entrepreneur start-up has to go through to recognize and paint a profile picture of their ideal client. Once you get to that, then you will be able to improve your service and launch new products to match specifically what that client needs.
I’d imagine there’s also an intuitive part to the process.
That’s the best part about being an entrepreneur! If you are an accountant you are really good at accounting but you don’t know anything about digital marketing. If you are a lawyer, you are really good at being a lawyer but nothing else. Same here, I was really good at digital marketing, but I didn’t know anything about business development, sponsorship and speaking. An entrepreneur has to wear many hats, you have to put your feet in the water and learn yourself.
If you could transport back in time and communicate any lesson you’ve learned with the intention of saving yourself from mistakes, what advice would you give yourself?
I would have launched my own business years ago. I think the Canadian market is strong. After 2008, the economy shifted to more small-medium businesses, and the people who launched at that time, way before me, have made it big. I wish I had taken that leap of faith earlier.
Do you have a habit or set of habits that you swear by?
I don’t want to sound like a cliché, but it’s very hard to give up. I just keep going. I might get down, depressed or discouraged, but I just can’t live my life saying “I failed” or “I should have given this a shot.” I think that’s a habit that you develop over time. The more you fail, the more you find yourself getting back up.
to, who my services were good for and who my pricing will make sense to because I met a lot of very small business owners and they couldn’t afford much a month.
I said “Well, I can’t start with you.” Just getting through that process and sometimes selling yourself a little bit cheap and losing on that project was a challenge. It took a lot of learning to know the ideal customer because if you are talking to the right person then there is more chance of you closing that deal.
I can’t even give you advice on that since it’s a learning curve every entrepreneur start-up has to go through to recognize and paint a profile picture of their ideal client. Once you get to that, then you will be able to improve your service and launch new products to match specifically what that client needs.
I’d imagine there’s also an intuitive part to the process.
Do you have a habit or set of habits that you swear by?
What is your favorite/ best productivity technique or app?
Do you have a quote or piece of wisdom or advice to share with would-be entrepreneurs?
"You never know until you knock the door"
Having just a website will not cut it anymore in this digital age, especially for Plumbers in bustling cities like Toronto or across Ontario. With every homeowner and business now turning to search engines to find local services, zeroing in on online visibility is imperative to stand out from the rest. Finding and fixing SEO problems is vital to raising website ranks and getting more site visitors, which translates directly into more calls for leaky faucets and clogged drains. In this post, we will go over some of the most common SEO problems, how they affect the user experience on your site, and how tools like Green Lotus can positively impact your site’s performance, specifically for SEO for Plumbers . Common SEO Issues Plumbers Must Address The first step in making the best out of your website is to look for the most common SEO problems that can affect your rankings. For Plumbers, it's crucial to pay attention to these areas: Title Tags: These are like the labels on your pipes – they tell Google and potential customers what's flowing on each page. They should be unique and descriptive for every page. For a plumber, a strong title tag might be "Emergency Plumber Toronto | 24/7 Leak Repair Service" or "Licensed Plumber North York – Drain Cleaning & Water Heaters." They give both search engines and users insight into the page's content. Meta Descriptions: Think of these as the short, compelling messages that appear under your listing in search results. While they don't directly impact rankings, a good meta description can significantly improve click-through rates. For instance, a plumber could use: "Experiencing a plumbing emergency in Toronto? Our reliable and experienced plumbers offer fast, affordable solutions for homes and businesses across Ontario. Call us now!" Headings: These are your internal service categories on each page, helping to organize information for users and search engines. Well-structured headings using relevant keywords can improve a page's relevancy in search engine results. They also indicate to the user the subject and relevance of the content. Consider headings like "Our Residential Plumbing Services," "Commercial Drain Cleaning in Toronto," or "Signs You Need Professional Water Heater Repair." Image Alt Tags: In the world of Plumbers, showing before-and-after photos of your work is powerful. Alt tags provide descriptive text for images on your website, improving search visibility, especially in image searches. Instead of "faucet.jpg," use "Leaky Faucet Repair Toronto Before and After" or "New Water Heater Installation North York." Website Speed: If your website takes too long to load, users will be frustrated, leading to a high bounce rate. Website speed directly affects user satisfaction and conversion rates, making it an important SEO factor. Imagine a homeowner with a burst pipe in their Toronto home; if your website is slow to load, they'll call the next plumber on the list. Mobile Friendliness: More and more potential clients are accessing sites via mobile devices; therefore, a mobile-optimized site is crucial. A large proportion of potential clients can be lost on non-responsive websites. If someone searches for "plumber near me" on their phone, your site needs to be quick and easy to navigate on a small screen. How Website Speed Affects Your Plumbers' SEO Rankings What is lightning-fast website speed, and why is it important for Plumbers? Google has explicitly stated that page speed is a ranking factor, so websites that load fast provide better performance organically. Higher Bounce Rates: A slow website leads to higher bounce rates as people typically avoid pages with long loading times. This leads to a worse user experience and can damage your website’s authority and earnings. For example, a property manager in North York looking for a commercial plumbing service won't wait long for your site to load before moving to a competitor. Studies have shown that even a one-second delay in page load time can lead to a 7% decrease in conversions. For plumbers, where emergencies are common, a slow site can directly cost you a job. Conducting regular audits to pinpoint speed problems and implementing necessary changes will enhance user experience and increase your likelihood of ranking higher on search engines. The Importance of Mobile-Friendliness for Plumbers Given the increasing amount of internet traffic coming from mobile devices, mobile-friendliness is essential in website design. If your site isn't optimized for viewing on mobile, you risk driving away a large segment of your potential clients. Mobile-First Indexing: This is Google's method, where they primarily use the mobile version of your site for indexing and ranking. If you own a website that isn't mobile-optimized, it can mean a bad user experience, low engagement, and thus missing out on many business opportunities. For Plumbers, this means if a client in Toronto is searching for "emergency plumbing services" on their phone, your site's mobile performance directly impacts your visibility. Google's algorithm updates, including those focused on helpful content and user experience throughout 2024, have continually emphasized the importance of a strong mobile presence for local businesses. This makes having a seamless mobile experience critical for effective digital marketing for Plumbers . On-Page SEO: Making the Experience Better for Plumbers On-page SEO, which consists of optimizing elements within your website, drastically improves the user experience. This includes content quality, meta tags, and internal linking. When talking about a positive user experience, you need to admit that it is not only about the visual appearance of your site but also about how easy it is for people to use your site and find what they are looking for. For Plumbers, excellent on-page SEO means: Detailed Service Pages: Clearly outlining all the plumbing services you offer, from drain cleaning and leak detection to water heater installation and pipe repairs. Customer Testimonials and Reviews: Displaying positive feedback from satisfied clients prominently, building trust and credibility with new prospects. FAQs and Helpful Articles: Answering common plumbing questions like "How to fix a running toilet" or "What to do for a burst pipe," which positions you as a knowledgeable and reliable expert. Local Service Area Pages: Creating specific pages for the areas you serve, such as "Plumber Etobicoke" or "Drain Repair Mississauga," with localized keywords. If your website is hard to navigate or slow, you will drive potential customers into the arms of your competitors. This is where a strong digital marketing for Plumbers strategy shines. For example, a plumbing company in the US increased their organic leads by over 60% by focusing on local SEO and creating helpful content that addressed common customer pain points, according to a case study by WebFX. This shows the clear benefits of a well-executed SEO for Plumbers strategy. Tools as a Critical Component of Search Engine Optimization When dealing with website performance, efficient SEO tools are a must. Tools such as Green Lotus provide end-to-end guidance in spotting technical SEO problems, so you can get your site into shape. They offer information that can improve your site's visibility and performance. Regular audits using these tools can help your website stay healthy and search engine-ready. These tools can identify issues like missing alt tags, slow-loading images, or unoptimized content, allowing you to fix them and ensure your site is always ready to bring in new business. Conclusion Neither a car nor a website runs well for ages without proper maintenance, because both need regular checks to help detect any problems for your benefit. Optimizing your title tags, meta descriptions, headings, image alt tags, website speed, and mobile-friendliness will dramatically improve your site’s user experience and ranking in the search results. Knowledge of technical SEO is critical, and tools like Green Lotus will help you keep your website healthy, so you can boost your content with the best of them! If you're a plumber in Ontario looking to stop the leaks in your online presence and attract more clients, understanding and addressing these SEO issues is a game-changer. For a comprehensive review of your website's performance and a tailored strategy to improve your search rankings, consider connecting with the experts at Green Lotus. Let us help you ensure your online pipeline is flowing smoothly.
Having just a website will not cut it anymore in this digital age, especially for General Contractors working on large projects in a bustling region like Toronto or across Ontario. With businesses and property owners increasingly turning to search engines to find reliable partners, zeroing in on online visibility is imperative to stand out from the rest. Finding and fixing SEO problems is vital to raising website ranks and getting more site visitors, which translates directly into more project inquiries and successful bids. In this post, we will go over some of the most common SEO problems, how they affect the user experience on your site, and how tools like Green Lotus can positively impact your site’s performance, specifically for SEO for General Contractors . Key SEO Issues General Contractors Must Address The first step in making the best out of your website is to look for the most common SEO problems that can affect your rankings. For General Contractors, it's crucial to pay attention to these areas: Title Tags: These are like the project titles on your blueprints – they give a clear idea of what the page is about to search engines and potential clients. They should be unique and descriptive for every page. For a general contractor, a strong title tag might be "Commercial General Contractor Toronto | Office Renovations" or "Residential General Contractors North York – Custom Builds." They give both search engines and users insight into the page's content. Meta Descriptions: Think of these as the brief project summaries that appear under your title in search results. While they don't directly impact rankings, a compelling meta description can significantly improve click-through rates. For instance, a general contractor could use: "Trusted general contracting services across Ontario for commercial, industrial, and residential projects. Delivering quality, on time, and on budget. Request a free consultation!" Headings: These are your internal section labels on each page, helping to organize information for users and search engines. Well-structured headings using relevant keywords can improve a page's relevancy in search engine results. They also indicate to the user the subject and relevance of the content. Consider headings like "Our Commercial Construction Portfolio," "Project Management Services in Toronto," or "Why Choose Us as Your General Contractor." Image Alt Tags: In the visual world of General Contractors, showcasing your completed projects with images is paramount. Alt tags provide descriptive text for images on your website, improving search visibility, especially in image searches. Instead of "site_photo.jpg," use "Completed Retail Renovation Toronto" or "New Industrial Warehouse Construction North York." Website Speed: If your website takes too long to load, users will be frustrated, leading to a high bounce rate. Website speed directly affects user satisfaction and conversion rates, making it an important SEO factor. Imagine a potential client reviewing your portfolio; if the images load slowly, they might move on to a faster competitor. Mobile Friendliness: More and more potential clients are accessing sites via mobile devices; therefore, a mobile-optimized site is crucial. A large proportion of potential clients can be lost on non-responsive websites. If a business owner searches for "general contractors near me" on their phone, your site needs to be quick and easy to navigate. How Website Speed Impacts Your General Contractors SEO Rankings What is lightning-fast website speed, and why is it important for General Contractors? Google has explicitly stated that page speed is a ranking factor, so websites that load fast provide better performance organically. Higher Bounce Rates: A slow website leads to higher bounce rates as people typically avoid pages with long loading times. This leads to a worse user experience and can damage your website’s authority and earnings. For example, a developer in Toronto looking for a reliable general contractor for a new project won't wait long for your site to load before moving to a competitor. Research shows that conversion rates can drop by an average of 4.5% for every additional second of page load time beyond the first second. Conducting regular audits to pinpoint speed problems and implementing necessary changes will enhance user experience and increase your likelihood of ranking higher on search engines. The Importance of Mobile-Friendliness for General Contractors Given the increasing amount of internet traffic coming from mobile devices, mobile-friendliness is essential in website design. If your site isn't optimized for viewing on mobile, you risk driving away a large segment of your potential clients. Mobile-First Indexing: This is Google's method, where they primarily use the mobile version of your site for indexing and ranking. If you own a website that isn't mobile-optimized, it can mean a bad user experience, low engagement, and thus missing out on many business opportunities. For General Contractors, this means that if a client in North York is browsing for commercial renovation services on their tablet, your site's mobile performance directly impacts your visibility. Google's algorithm updates, including significant ones in March and August 2024, have consistently reinforced the importance of a strong mobile user experience, integrating it deeply into their core ranking systems. This makes having a seamless mobile presence critical for effective digital marketing for General Contractors . On-Page SEO: Making the Experience Better for General Contractors On-page SEO, which consists of optimizing elements within your website, drastically improves the user experience. This includes content quality, meta tags, and internal linking. When talking about a positive user experience, you need to admit that it is not only about the visual appearance of your site but also about how easy it is for people to use your site and find what they are looking for. For General Contractors, excellent on-page SEO means: Showcasing Your Work: High-quality images, videos, and detailed descriptions of your completed projects, categorized by type (e.g., commercial, residential, industrial). Detailed Service Pages: Clearly outlining all the general contracting services you offer, from design-build and project management to various types of construction. Case Studies and Client Testimonials: Highlighting successful projects with specific results and glowing feedback from satisfied clients, building trust and credibility. Local Landing Pages: Creating specific pages for service areas like "General Contractor Mississauga" or "Commercial Construction Etobicoke," tailored with local keywords. If your website is hard to navigate or slow, you will drive potential customers into the arms of your competitors. This is where a strong digital marketing for General Contractors shines. For example, a general contracting firm focusing on inbound marketing, which includes strong SEO and content, reported achieving "at least an inquiry per day" and significant performance improvements, as noted in a construction marketing case study. This highlights the tangible benefits of focused SEO for General Contractors . Tools as a Critical Component of Search Engine Optimization When dealing with website performance, efficient SEO tools are a must. Tools such as Green Lotus provide end-to-end guidance in spotting technical SEO problems, so you can get your site into shape. They offer information that can improve your site's visibility and performance. Regular audits using these tools can help your website stay healthy and search engine-ready. These tools can help identify issues like broken links, unoptimized images, or slow server response times, allowing you to fix them and ensure your site is always ready to attract new projects. Conclusion Neither a car nor a website runs well for ages without proper maintenance, because both need regular checks to help detect any problems for your benefit. Optimizing your title tags, meta descriptions, headings, image alt tags, website speed, and mobile-friendliness will dramatically improve your site’s user experience and ranking in the search results. Knowledge of technical SEO is critical, and tools like Green Lotus will help you keep your website healthy, so you can boost your content with the best of them! If you're a general contractor in Ontario looking to strengthen your online presence and attract more projects, understanding and addressing these SEO issues is a game-changer. For a comprehensive review of your website's performance and a tailored strategy to improve your search rankings, consider connecting with the experts at Green Lotus. Let us help you build a stronger online foundation for your business.
Having just a website will not cut it anymore in this digital age, especially for Electricians in bustling cities like Toronto or across Ontario. With every homeowner and business now turning to search engines to find local services, zeroing in on online visibility is imperative to stand out from the rest. Finding and fixing SEO problems is vital to raising website ranks and getting more site visitors, which translates directly into more calls and jobs. In this post, we will go over some of the most common SEO problems, how they affect the user experience on your site, and how tools like Green Lotus can positively impact your site’s performance, specifically for SEO for Electricians . Common SEO Issues Electricians Must Address The first step in making the best out of your website is to look for the most common SEO problems that can affect your rankings. For Electricians, it's crucial to pay attention to these areas: Title Tags: These are like the labels on your circuit breaker box – they tell Google and potential customers what's inside. They should be unique and descriptive for every page. For an electrician, a strong title tag might be "Emergency Electrician Toronto | 24/7 Electrical Repair" or "Licensed Electrician North York – Residential & Commercial." They give both search engines and users insight into the page's content. Meta Descriptions: Think of these as the short, catchy descriptions under your listing in search results. While they don't directly impact rankings, a compelling meta description can significantly improve click-through rates. For instance, an electrician could say, "Need a trusted electrician in Toronto? We offer reliable electrical installations, repairs, and upgrades for homes and businesses. Free quotes available!" Headings: These are your internal wiring diagrams on each page, guiding users and search engines. Well-structured headings using relevant keywords can improve a page's relevancy in search engine results. They also indicate to the user the subject and relevance of the content. Consider headings like "Our Residential Electrical Services," "Commercial Electrical Upgrades in Toronto," or "Signs You Need an Emergency Electrician." Image Alt Tags: In the world of Electricians, showcasing your work with images is key. Alt tags provide descriptive text for images on your website, improving search visibility, especially in image searches. Instead of "wire.jpg," use "New Electrical Panel Installation Toronto" or "Commercial Lighting Repair North York." Website Speed: If your website takes too long to load, users will be frustrated, leading to a high bounce rate. Website speed directly affects user satisfaction and conversion rates, making it an important SEO factor. Imagine a homeowner with a flickering light in their Toronto home; if your website is slow, they'll call the next electrician. Mobile Friendliness: More and more potential clients are accessing sites via mobile devices; therefore, a mobile-optimized site is crucial. A large proportion of potential clients can be lost on non-responsive websites. This is especially true as Google's mobile-first indexing prioritizes how your site performs on mobile for ranking. If someone searches for "electrician near me" on their phone, your site needs to load fast and look good. How Website Speed Affects Your Electricians SEO Rankings What is lightning-fast website speed, and why is it important for Electricians? Google has explicitly stated that page speed is a ranking factor, so websites that load fast provide better performance organically. Higher Bounce Rates: A slow website leads to higher bounce rates as people typically avoid pages with long loading times. This leads to a worse user experience and can damage your website’s authority and earnings. For example, a property manager in North York looking for a commercial electrician won't wait long for your site to load before moving to a competitor. Studies indicate that a page load time of over 3 seconds can increase bounce rates by over 30%. Conducting regular audits to pinpoint speed problems and implementing necessary changes will enhance user experience and increase your likelihood of ranking higher on search engines. The Importance of Mobile-Friendliness for Electricians Given the increasing amount of internet traffic coming from mobile devices, mobile-friendliness is essential in website design. If your site isn't optimized for viewing on mobile, you risk driving away a large segment of your potential clients. Mobile-First Indexing: This is Google's method, where they primarily use the mobile version of your site for indexing and ranking. If you own a website that isn't mobile-optimized, it can mean a bad user experience, low engagement, and thus missing out on many business opportunities. For Electricians, this means if someone in Toronto is looking for "residential electrical services" on their tablet, your site's mobile performance directly impacts your visibility. Recent Google algorithm updates, including the helpful content updates, have further emphasized the importance of user experience, making a seamless mobile presence critical for effective digital marketing for Electricians . On-Page SEO: Making the Experience Better for Electricians On-page SEO, which consists of optimizing elements within your website, drastically improves the user experience. This includes content quality, meta tags, and internal linking. When talking about a positive user experience, you need to admit that it is not only about the visual appearance of your site but also about how easy it is for people to use your site and find what they are looking for. For Electricians, excellent on-page SEO means: Detailed Service Pages: Clearly outlining all the electrical services you offer, from panel upgrades and wiring to lighting installation and safety inspections. Customer Testimonials: Displaying positive reviews from satisfied clients, building trust and credibility. FAQs and Helpful Content: Answering common electrical questions like "How to reset a tripped breaker" or "When to replace old wiring," which positions you as a knowledgeable expert. Local Landing Pages: Creating specific pages for service areas like "Electrician Etobicoke" or "Electrical Repairs Mississauga." If your website is hard to navigate or slow, you will drive potential customers into the arms of your competitors. This is where a strong digital marketing for Electricians strategy shines. For instance, a small electrical company in California saw their organic leads increase by 62% in 90 days simply by optimizing their website with relevant keywords and creating informative blog content, according to a Marketing 360® case study. This clearly demonstrates the power of focused SEO for Electricians . Tools as a Critical Component of Search Engine Optimization When dealing with website performance, efficient SEO tools are a must. Tools such as Green Lotus provide end-to-end guidance in spotting technical SEO problems, so you can get your site into shape. They offer information that can improve your site's visibility and performance. Regular audits using these tools can help your website stay healthy and search engine-ready. These tools can help identify issues like broken links, unoptimized images, or slow server response times, allowing you to fix them and ensure your site is always ready to attract new clients. Conclusion Neither a car nor a website runs well for ages without proper maintenance, because both need regular checks to help detect any problems for your benefit. Optimizing your title tags, meta descriptions, headings, image alt tags, website speed, and mobile-friendliness will dramatically improve your site’s user experience and ranking in the search results. Knowledge of technical SEO is critical, and tools like Green Lotus will help you keep your website healthy, so you can boost your content with the best of them! If you're an electrician in Ontario looking to brighten your online presence and connect with more clients, understanding and addressing these SEO issues is a game-changer. For a comprehensive review of your website's performance and a tailored strategy to improve your search rankings, consider connecting with the experts at Green Lotus. Let us help you illuminate your path to online success.
