Welcome to WordPress. This is your first post. Edit or delete it, then start blogging!
Welcome to WordPress. This is your first post. Edit or delete it, then start blogging!
Displaying ads on a pay-per-click model can be expensive. Companies, and people, who manage Google Adwords campaigns know the effort required to achieve good performance. Saying that, the payoff of from Google Adwords can be immense. It can help you get a constant stream of bookings, orders or whatever you count as a conversion for your company.
There is a large number of factors which influence Adwords performance. In this post we’ll be looking at the use of ad extensions to improve the performance of your ads. Ad extensions provide more information on your text ads. This information can include your reviews, phone number, information on other services, etc. The following list briefly discusses the extensions and who should use them.
The screenshot below shows an ad which is using multiple Adwords extensions.
The use of extensions can help improve the performance of your ads through an increase in clicks at potentially lower costs. The lower costs can be achieved through improved quality scores. Extensions are necessary, but you’ll also need effective ad copy, a well designed PPC landing page and clear marketing to communicate with your audience.
If you don’t already, you should look into using extensions to improve your Adwords performance. Your competitors are likely to be using them already.
Link building is now a fairly difficult activity in SEO. Obtaining natural links through press articles or high quality blogger outreach is not something everyone can achieve. As a result, small to medium sized businesses will suffer the most because of limited resources and marketing budgets. So what’s the alternative you might ask ? Content marketing is your answer.
The strategy is simple. Create enough content around your primary keywords and start ranking for long tail keywords. But, there is a method to creating such content. It needs to be comprehensive and written to inform, educate and provide expertise in your subject area.
An example of this could be a website that sells market research services. The content that needs to be created should cover all aspects of market research from creating a market research survey to analysing market research responses. The more topics you cover with in-depth knowledge, the better your chances of ranking for long tail keywords.
Sharing knowledge is important and what could be better then covering your subject area in-depth for marketing purposes. It will help increase traffic and generate leads/conversions for your website. Further, if you write enough content and share it amongst a relevant audience on social media, your reputation will grow online. With SEO becoming even more competitive, following such tactics will help you achieve your SEO goals.
SEO has continued to evolve since it become a popular online marketing strategy. Most SEO tactics that were used 5 to 10 years ago are now considered obsolete. Gone are the days of keyword stuffing, directory submissions and link exchanges. As we get inch closer to 2016, lets look at the SEO tactics that you should use to continue to perform strongly on search engines.
SEO is ever evolving. Following the above tactics will help you perform well this coming year. SEO is a long term effort which means that building a better website and great content will be part of a greater marketing and promotion strategy. It goes without saying that old habits die hard, but changing your SEO habits will make sure that your website doesn’t suffer organically.
PPC can be very costly if it isn’t managed correctly. If you are not familiar with Adwords or Bing Ads, setting up a new campaign can seem like a difficult task and it is. Simply put, a new campaign should focus on the keywords you want to convert. The mini infographic above illustrates how you can create the perfectly optimised campaign. You can also follow the steps below to set up a campaign that performs:
This is an overview which I will expand on, in parts, at a later stage. Once you get the basics done, you can obtain data to improve and expand your campaigns.
SEO and, to a lesser extent, PPC are commonly used by companies with an active online marketing plan. Conversion rate optimisation (CRO), or conversion optimisation, on the other hand doesn’t often get the attention it deserves. CRO is the process of converting more of your visitors into customers. It involves identifying what your website users are looking for and providing it to them. The infographic above illustrates this point by giving an example of an e-commerce site, which heavily relies upon CRO to increase conversions. From a business perspective, the reason CRO is essential is obvious, it maximises sales or leads from an existing pool of visitors.
The focus on getting more traffic is fine, but there are always issues on websites that limit conversions. There are a number of reasons why CRO should be part of an online marketing plan. The ones I think make the best case for it are listed below:
I am of the opinion that CRO should come before any traffic generating work is started. The reason is simple, there is no benefit in getting a lot of traffic when you cannot convert it. Online giants like Amazon, eBay and Airbnb focus greatly upon this and their success is testament to effective CRO. I would just leave it at that.
If you can generate business from the internet, you need to have a website and an SEO campaign in place. SEO can be likened to fuel as it drives your website towards achieving higher rankings. Many businesses which invest in SEO are often not aware of what work needs to be done to achieve these rankings. The image above illustrates what tasks are a standard part of SEO. I’ll expand on the descriptions below:
You should expect this from any SEO consultant or agency working on your campaign. Working on a single element from the above won’t achieve much results. And once again, never pay to get links unless you don’t care about the future.
A big part of working as a freelance SEO consultant is to convince potential clients on how much revenue they can generate from it. It’s very simple to estimate the revenue if you have the following numbers:
As the image above illustrates, you multiply the search volume with the average CTRs and you’ll get the estimated traffic. The estimated traffic can be used to calculate conversions by multiplying it with the average conversion rate. Finally, multiply the conversions with the average value and you have the amount of revenue you can generate from just one keyword.
It’s best to make sure that the keywords you target are different from each other. This way there won’t be any overlap between the search queries. Its also wise to be clear about the time it will take to get certain ranking positions. Not every SEO campaigns results in the top position being occupied by your client.
My opinion is that SEO isn’t a process that can easily be held to ROI targets. It includes tasks that will help drive sales from other methods and not just organic search listings. But, for the sake of convincing clients of its potential, the above method ought to do.
Lets start with some background information on Schema (officially known as Schema.org). It’s a collaborative project between Google, Bing, Yahoo and Yandex. It was created by these search engines so that you can add the information they need to provide the best search results possible. If this doesn’t make you realise the importance of Schema, then nothing else will.
Schema tags improve the search engine result page listing by displaying the added information. Although there is no conclusive evidence of Schema having any impact on rankings, I have personally noticed improved results when I have implemented them for certain clients. The use of Schema added to the overall quality of webpage improving its rankings.
Schema tags need to be inserted into your HTML code. This requires a little coding knowledge and are best done by a web developer. Some CMS like WordPress provide plugins which will allow you to add Schema markups directly from the WYSIWYG editor. What needs to be added can be found on the Schema.org website. Google also provides a Structured Data Markup Helper, which is limited to specific Schema types.
In my opinion, whatever that helps search engines get more information about your site is a plus for SEO. Even without any impact on rankings itself, its proven effect on click-through rates (CTRs) is reason enough to implement it.
I have had a few opportunity to work on large-scale multilingual SEO projects for well-known brands. It makes sense to pursue a multilingual SEO strategy or even a multi language online marketing strategy if your company has the ability to do so, but it’s not as easy as you might be led to believe.
Having advocated multilingual SEO on behalf of a language services company. I can vouch for the fact that if done correctly and consistently, it can pay off. However, it’s not something that will work for SME’s who do not put in the time and effort required to develop an effective strategy. Even before starting a multilingual SEO campaign, a number of things need to completed. I will list some of them below:
The list can go on but you get the idea. Having a multilingual strategy is a part of an actual expansion to foreign markets. It’s not an exclusive practice that will open up a market for a company. It might give you an idea of what it is like, but in order for the market to make a profit, the effort should be sustained.
I am still an advocate for multilingual SEO but only for companies which can pursue a longer term strategy. Most SMEs should make the most out of the market they start in before expanding abroad. The costs, time and effort required might just not be readily available.