Tag Archives: SEO

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Search advertising vs. display advertising: Which delivers the best returns?

Whether you’re a newbie or a seasoned vet, determining if you should use search advertising or display advertising for your marketing campaign is tough.

Use the wrong channel and you potentially ruin the maximum success of your whole campaign.

Thankfully, there are ways to decide which is the best for your business and which will generate the most conversions.

Display advertising

Display advertising is everywhere online. Every website you visit has ads that showcase products for sale. But have you ever noticed you keep seeing the same ads on your social media feeds and the like?

That’s because display advertising tracks a user’s behavior in order to put the right ads in front of the right customers. Display ads are also sometimes known as banner ads, like this one:

Major advantages

Brand awareness

In order to properly utilize display advertising, you need to understand its purpose. In short, display ads are great for driving brand awareness because, generally, these types of ads are found in a place a potential customer may be found.

For example, if a customer is on a website for vegetarian recipes, a display ad that may show up would be an advertisement for a health food store. The customer may not be aware of this type of store, but the ad would drive awareness. Marketers generally gather this information by studying customer behaviors, demographics, and previous search histories.

Retargeting

Let’s say a user has visited your website but hasn’t converted. Display ads give you the opportunity to pull those users back in with retargeting. Your display ad reminds the user about your brand; thus improving the chance of them converting. Check out our ‘5 remarketing strategies to prep for Q4‘ to learn more about retargeting as a whole.

High volume

Display ads may promote your brand to the right people, but they also have high visibility. When you use display ads, they’re also being shown to customers who may not have thought to look for your products or services (even if they’re not part of your demographic).

Even if you’re not targeting an audience, they’ll still see your business in front of them.

Search advertising

Search advertising, or pay-per-click (PPC) advertising, is an easy, low-budget way to reach the right audience. You’re able to control who sees the ads with nearly instant results. The PPC ads are shown directly on search engine websites after a keyword or phrase has been searched.

For example, here’s two PPC ads that might show up at the top of a Google search:

Search advertising vs. display advertising: Which delivers the best returns?

Search advertising vs. display advertising: Which delivers the best returns?

Major advantages

Qualified leads

A PPC campaign, done effectively, boosts traffic to your website and drives higher conversions. This is because customers are actively searching for keywords that result in seeing your PPC ads, so long as their keywords match your product or service. PPC ad campaigns generally drive higher click-through rates than display ads because of qualified leads.

Measurable data

Google AdWords is not only the place to setup your search advertising campaign, but it makes it easy to track how well your PPC campaign is doing. Simply pull up your AdWords account, choose the Campaigns tab, and choose “Keywords.” This shows you exactly how well customers are responding to your keywords and phrases.

Search advertising vs. display advertising: Which delivers the best returns?

Budget-friendly

If you’re just starting out or starting your campaign on a lower budget, PPC may be the best bang for your buck. With a PPC campaign, you’re not paying for the ads unless a user has clicked on them—hence their name.

This means, if you’re choosing and bidding on keywords that are relevant to your product or service, the users are most likely qualified leads, resulting in higher conversion rates.

It’s a great way to test what works before moving on to more time-intensive marketing strategies like SEO and content.

Determining factors

Now that you’re aware of the major differences between search and display advertising, consider some of the factors that you should take into account before making a decision.

Search volume

What are your potential customers searching for? Are they already actively looking for the products you’re selling? Here’s where Google AdWords helps yet again. Use this tool to determine if the keywords you’re using are high volume.

If relevant keywords for your business are showing as high competition keywords, your best bet is to start with a PPC campaign. Here’s an example using the keywords “health foods.”

Search advertising vs. display advertising: Which delivers the best returns?

Awareness

Brand awareness is another determining factor when deciding. The first question you should be asking: How many people are aware of your brand already? If you’re looking to increase brand awareness, display ads are your best bet. However, a search campaign can also benefit from brand awareness, especially if your campaign focuses on brand-specific keywords.

Type of services or products

Certain ads may not bring you the highest ROI right away depending on the type of product or service you’re offering.

For example, services like towing, locksmiths, and doctors (also known as “urgent” services) are all services that users will specifically look for, and need, quickly. Using a display ad to advertise may not be the most beneficial if your service is something potential customers may need immediately.

However, this doesn’t mean your services wouldn’t benefit from a display ad—it just won’t be as beneficial to the customer in their time of need.

Mobile first

Did you know that almost 60% of searches are done on a mobile device? Typically, search ad campaigns are better equipped at handling mobile searches.

For example, a user may search for a service on their mobile device, which means they won’t be scrolling through a website. They’ll choose the first ad that comes up, and that’s generally going to be a PPC ad.

The takeaway

When you’re starting a new campaign, it’s not always easy to identify which type of advertising to use. Factors such as your budget, your search volume, and your main goal are only some of the things you should consider before choosing one.

Sometimes, it’s in your best interest to utilize both platforms to maximize your ROI. Using both at the same time means you’re reaching customers at different points in the customer journey, which may be a huge payoff for you in the end.

What has worked for you when it comes to search versus display advertising? Let us know your thoughts and your story in the comment section below!

 

Amanda DiSilvestro is a writer for No Risk SEO, an all-in-one reporting platform for agencies. You can connect with Amanda on Twitter and LinkedIn, or check out her content services at amandadisilvestro.com.

Pierre Far – The Search Community Honors You

This is part of the say something nice about an SEO/SEM series - feel free to nominate someone over here. Pierre Far lives in London with his family and has been part of the SEO community for over a decade...

SearchCap: Google image bug, starting SEO & AdWords keyword matches

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google image bug, starting SEO & AdWords keyword matches appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

3 ways to kick-start your SEO in 2018

The new year is a great time to take a step back and review your campaigns to see where you can make improvements. Columnist Casie Gillette shares her ideas for starting off 2018 right with SEO. The post 3 ways to kick-start your SEO in 2018 appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

How to Achieve an SEO-Friendly Website Rebrand by @aleyda

Avoid brand-related rankings and traffic loss during the crucial stages of website rebranding with these SEO best practices.

The post How to Achieve an SEO-Friendly Website Rebrand by @aleyda appeared first on Search Engine Journal.

Good SEO habits: Turning over a new leaf in 2018

Join a gym, start that diet, call your parents more and turn over a new leaf for your SEO strategy.

Whether you’re a stickler for New Year’s resolutions, or the very thought makes you roll your eyes, reviewing your SEO habits for 2018 should be a priority for every business and digital marketer.

You don’t need me to tell you how fast-paced the digital world can be, with the pressures of keeping on top of the latest Google updates and SEO tactics.

Yet it’s all too easy to become stuck in the same routine, mindlessly implementing the same strategy over and over.

Well, it’s time for a change. That new diet can wait another month, but refreshing your SEO strategy can’t. Not if you want to be dominating the SERPs in 2018.

It’s time to sit back and take a long hard look at your SEO habits. In this post, we consider the latest trends and predictions for the year, explain how to review your current strategy, and the SEO habits you should be practising.

Revisit keyword research

You’ve got to start somewhere and what better place than at the beginning. Before you go tweaking your onsite or mixing up your content strategy, you need to make sure the keywords are updated.

Revisit your keyword research and update the data on which you initially based your decisions. People change, habits change, technology changes. The chance that what people are searching for has changed too is also pretty high.

Depending on how long ago you last reviewed your keywords, you may find that there are more tools at your disposal this time around. Bolster your keyword sheet with data from different sources (please do not just rely on Keyword Planner). A personal favorite is SEMRush, particularly the Keyword Magic Tool and Keyword Difficulty Score.

More importantly, when deciding which keywords to allocate to which pages, remember the game has changed. There’s no longer a need to create separate pages for each keyword variation. There’s a little thing called Latent Semantic Indexing and it does most of the hard work for you!

Focus instead on topics and the context of a page, rather than specific keywords. The search engines are smarter than ever; as long as you’re providing value, you can trust Google to figure out the rest without having to shove five variations of the same keyword onto a page.

Onsite audit

You could have the best content and link-building strategies in the world, but if the foundations of your website are not up to scratch, then it will never reach its full potential. On-site optimization is the foundation of any SEO campaign.

Even if you carried out a fully comprehensive, kick-ass audit to start with, things inevitably break and new issues occur. So do it again.

There are too many factors to cover here but just to mention a few of the fundamentals. A good place to start is with the website speed, especially in an age where heavily image-led sites are popular. Ensure you have done everything in your power to send that Google Page Insights score as high as possible.

As an extension of page speed, pay close to attention to the general user experience of the site. This is becoming ever more important and it’s worth getting an expert in UX/UI to review your website. Perhaps it’s time for a website refresh?

If you are launching a new website, don’t forget to implement a checklist of SEO checks before going live (such as removing robots no index!).

Be sure to fix broken links, address duplicate content issues, optimize your images and update your metadata. Since the maximum length for meta descriptions increased even further at the end of last year, it’s probably about time you rewrote them.

Have you implemented schema markup on your site? Now’s the time – don’t put it off.

Mobile

If you haven’t already switched your focus to mobile, don’t wait a moment longer. There are numerous factors to consider when optimizing for mobile and it is therefore a good idea to carry out a separate mobile SEO audit of your site.

Factor in the rise of voice search and how this will impact on keyword formats. Pay close attention to mobile-specific crawl errors via Google Search Console. Ensure your site passes Google’s mobile-friendly test and that mobile load speeds are up to scratch.

Finally, revisit the design and overall user experience of your site on mobile; given that mobile constitutes over 50% of website traffic, it’s time to start prioritizing mobile over desktop.

Content

Take a step back from your content strategy, review what is and isn’t working, and gain a fresh perspective. It can be all too easy to get into the habit of churning out content for the sake of it, without any really solid strategy. Rope in some unsuspecting colleagues and hold a brainstorm. Even people who are not directly involved with the content creation can provide some helpful insight into the mind of an average internet user.

Ultimately, you should be focused on writing content that provides so much value that people want to share it. Think about what makes someone share a piece of content and implement that thinking into your posts.

Be sure to also review and update any old content. Outdated information can be harmful to organic rankings, so take the time to do a refresh. Is there any content that’s been lingering close to the top of the SERPs for some time but hasn’t quite made the final jump to the top spot? Look at the content which is beating you and figure how to make yours even better than theirs.

Don’t forget that it’s not all about the written word. Integrate more visual content into your strategy too, such as infographics and videos. Video in particular is great for keeping people on a page for longer. Given that time spent on page is considered a ranking factor, it’s an opportunity not to be missed!

Link-building strategy refresh

We’ve all been there. Sometimes it feels like you’re putting a lot of time into your link-building efforts but not really getting anywhere. Time to have a strategy refresh! It can be easy to become too focused on only one type of link-building, such as guest posting. Yet there are a whole variety of link-building techniques waiting to be deployed.

Start by ditching any unhealthy linking habits. Use a tool like SEMRush to identify any potentially harmful links and disavow them. Begin the new year with a clean slate and focus on building high-value links.

Perhaps it’s time to start thinking beyond link-building and concentrate on relationship building. Work on building a solid partnership with some of the top publications in your industry. If you’re providing exceptional content for them, then it’s a win-win situation for both of you.

Local search

As more and more web traffic comes from mobile, local search will only become more prominent. Carry out a review of your local search marketing – think Google My Business profile, local directory listings, NAP consistency, schema markup and healthy location pages.

Appearing in the top spot for local searches is absolutely key to skyrocketing your conversions. If searchers see you’re business first, they’re more like to tap that ‘call’ button, visit your business, or browse your website. Fail to nail your local search strategy and you’ll be missing out on some serious opportunities.

Reporting

It’s time to get out the habit of relying solely on keyword rankings as an indicator of success. Clients often get hung up about the rankings but it’s important to stress that these are vanity metrics. The real juicy stuff is conversions and this must be factored into your tracking and reporting methods.

Sure, it’s very satisfying to see those rankings improve. But these are only a tiny snippet of the bigger picture. With 2018, take a step back and review your reporting output. How can it be improved? What other data should you be considering? Can you set up event tracking or more comprehensive goals in your Google Analytics?

You’ve put all the hard work into the campaign, so it’s time you demonstrate the value that work has brought.

Switch from HTTP to HTTPS

We know, switching from HTTP to HTTPS can seem like a lot of effort and potentially risky in the short term. However, as long as you’re careful and follow an HTTPS migration checklist, then you’ll be just fine and can start to reap the benefits in the long-term.

The need for extra security is never going away; it will just become more and more important. We know that Google considers site security a ranking factor, so why would you not do it? Stop procrastinating and get to it!

Final words

As a final point, be sure to keep updated with the latest news and trends in the SEO world. This is more important than ever, with the rise of machine learning and the RankBrain algorithm. We should expect to see further changes related to these as the technology is developed further. So stay tuned and stay agile.

In short, the best SEO habit is ultimately providing value and relevance. Forget about manipulating the search engine (you won’t win). Do everything with the user at the forefront of your mind, follow best practices, and your 2018 search strategy will be golden.

Top 5 SEO Tasks to Focus on in 2018 by @SERanking

Here are five SEO tasks you need to prioritize in 2018 and tools that can help you accomplish them effortlessly.

The post Top 5 SEO Tasks to Focus on in 2018 by @SERanking appeared first on Search Engine Journal.

How to 2x Your Traffic This Year with YouTube & Video SEO [Webinar] by @A_Ninofranco

Learn how to double your organic traffic and implement a solid video SEO strategy – register for this webinar today!

The post How to 2x Your Traffic This Year with YouTube & Video SEO [Webinar] by @A_Ninofranco appeared first on Search Engine Journal.

High-level search marketing: How to keep your momentum from the holiday season going

Businesses tend to have a huge marketing push right before, and often during, the holidays, but often times these marketing campaigns fizzle out after the new year.

It’s easy to dial back your marketing efforts and budget after a busy season, but if you’re smart you’ll keep that momentum up well into the first months of the new year.

Here’s how you can keep up your push in marketing efforts in 2018.

Start email marketing campaigns early and target right

If you played smart during the holidays, your email leads should’ve increased significantly. The best practice is to act fast. Your new leads may have purchased their holiday gifts already, but that doesn’t mean they’re done shopping. Understand that your customers want to hear from you, so it’s best to act fast.

This starts with targeted email campaigns. Instead of doing the hard work yourself, use the help of marketing automation software to determine which content fits each audience. For example, automation software looks at the previous purchases of customers and prompts emails for similar products.

Keep in mind that you don’t want to overdo it with the emails. This will turn your customers away quicker than they came. Offer valuable content in your emails early on and you’ll keep your customers coming back.

Some ways to add value to your email marketing campaign:

  • Reach out to customers who purchased their products as a gift. Use similar product suggestions for future gift purchases
  • Contact customers who left an abandoned cart. Customers often use their shopping carts as a “wish list” of sorts. Reach out to those customers to see if they plan to complete their purchase
  • Offer a discount to entice customers to purchase. Free shipping adds tons of value. Make your discount exclusive to email subscribers to further add value.

Continue to use paid ads

You already have your paid ad campaign underway from the holidays. Don’t let those ads go stagnant as you start the new year.

Leading up to (and during) the holidays, ads from all over are competing. That energy slows down as the holidays end. Take advantage of both lower competition and less expensive ads during the aftermath of the holidays.

This is a new year, which means it’s the right time to switch up your strategy. You’re no longer in holiday mode, but laying out the foundation for the rest of the year.

Do you normally bid second position keywords throughout the year? Change your strategy and look for keywords that are first position. The holiday campaign may have busted your budget, but that doesn’t mean you should pull back on your paid ads. You’ll actually spend more money in the long run, and completely kill your momentum from the holidays.

Keep your paid ads running throughout the year, so you’re not halting traffic and trying to build it back up after you run your ads again.

Take advantage of keywords around new year’s resolutions

“New year, new me” is the mantra for most people after the holidays are finished. A new year means a fresh start, and regardless of your market, customers focus on improving their health and well-being. Use these trends to benefit your business. This means creating impactful content that’s valuable to customers and their goals for the new year.

Use your content to promote your products and services in a way that appear useful to your customers. How can you portray your products as a tool for achieving customer goals? This tactic is possible to spin no matter what industry you’re in.

For example, let’s say you’re a company that specializes in green cleaning products. Cater your content towards improving health and keeping chemicals out of the home.

You know keyword choice is imperative when working on your search marketing campaign. Take advantage of new year resolutions by choosing keywords that match. For instance, words like “get healthy” and “get organized” are keyword phrases that tend to pop up as the new year approaches.

Look at last year’s organic keywords. Which were the best performing, and which could you stand to ditch?

Take a peek at your competitors’ keywords, too, to see what they’re ranking highly for. Incorporate these keywords into your blog posts and social posts to drive traffic to your company’s website.

Review your data and strategize for the upcoming year

No doubt about it, the months of January and February are slow months for everyone, no matter your industry. The best way to push forward is to take a look at what worked and didn’t work during the holiday season.

It’s also a great time to learn more about your new customers. This gives you great leverage to start working on your campaigns throughout the new year.

Look at things like your timing and segments. Who responded well to specific emails? Which groups brought you the most ROI? How was the timing of your campaign? When looking at your new customers, figure out which of these groups fit well for your business.

As far as your website goes, A/B testing will tell you which pages of your website responded well with your customers. Test your non-holiday specific landing pages and compare them to your holiday pages.

Notice the shift between the two and apply those shifts to your new year campaign. Take this information and tweak the things that didn’t work and apply those changes to your upcoming campaigns.

The takeaway

After the surge of the holidays, most SEOs and marketers feel they’ve exhausted their resources and budget. This doesn’t have to be the case. The success of a holiday campaign should continue well into the new year. Keep these things in mind during your slow months and you’ll keep the momentum up to prepare you for spring and busier selling seasons.

How do you keep your momentum going into the new year? Let us know what has worked for you in the comment section below.

Amanda DiSilvestro is a writer for No Risk SEO, an all-in-one reporting platform for agencies. You can connect with Amanda on Twitter and LinkedIn, or check out her content services at amandadisilvestro.com.

SearchCap: Videos on Google My Business, SEO reports & search pics

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Videos on Google My Business, SEO reports & search pics appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.