Helpful Tips to boost your website’s Search Engine Optimization from ADFly Digital Marketing

Showing Up in Local Search Results

Your SEO campaign seems strong, but competitors in the area still rank ahead of you in local search results. In addition, they are listed in the ever-important “3-pack” (below).

 

Your efforts to rank highly on local search are not in vain. The problem may lie in the Google “filter”, which factors in…

  • Proximity
    • where the search user performs the search
  • Google My Business categories
    • the category you selected for Google My Business is not as accurate as it could be
  • Physical address
    • Being located next to your competitors can have negative ranking effects

“The Filter”

Here are three common reasons your local business will fail to show up in the top search results.

Proximity

Google greatly emphasizes the user’s physical location while performing a search. If your business is not close to where the search user is located, the chance of being filtered is greater. Several years ago, this was detrimental to businesses located in the suburbs of a large city. Recently, there have been updates to “the filter” so suburban businesses have an increased chance to rank highly in local search.

Google My Business Categories

Accurately selecting the Google My Business category for your business is very important. Generally, it is advised that the category selected corresponds directly with your business. However, if a competitor is ranking higher, it may be beneficial to see what category they are under and adjust accordingly. Some categories are searched more than others, so be aware of categories that may attract greater search volume.

 

Physical Address

Being physically close to competitors can negatively effect your rankings. Google may have more “trust” in their operation and give them priority. The same priority may be give to the competitor if both businesses operate out of the same building. If possible, try not to share an address with a competitor.

Counter “The Filter” and Show up in Local Search Results

If other local businesses are ranking highly, emulate what they have done.

  • Ensure your Google My Business profile is complete
  • Provide a complete business description on Google
  • Ask past customers to rate their experience to increase the amount of 5-star reviews
  • Create content that makes searchers view your site longer

Addressing these issues may increase your Google ranking for local search results.

How Does Google Rank ‘High-Quality Content’?

High Quality Content

What does it mean to create high-quality content in the eyes of Google developers? Until recently, this was a fairly difficult question to answer.

Last month, Google released several developer guides for “high quality documentation”.

  1. Developer documentation: https://developers.google.com/style/highlights
  2. HTML/CSS: https://google.github.io/styleguide/htmlcssguide.html
  3. Javascript Style Guide: https://google.github.io/styleguide/javascriptguide.xml
  4. Java Style Guide: https://google.github.io/styleguide/javaguide.html

These are just a few of the guides developers use internally to rank relevant content. They do not present a strict code, but rather helpful tips for creators looking to produce valuable content to users.

Do More of This

  • Friendly tones with a clear purpose
  • Be knowledgeable of search user’s needs without sounding academic
  • Standard grammar
  • Clear, concise sentence structure
  • Proper use of number and bullet lists
  • Use credible links

Do Less of this

  • Buzzwords
  • Slang
  • Exclamation points
  • Redundancy

The key to ranking highly on Google will always be providing the most valuable content to users. Use these guides as additional resources to improve ranking performance.

Does Social Media Engagement Impact SEO Rank?

There has been a lot of debate on this topic over the years.

The answer: Yes. But maybe not in the way you think.

Here’s Why

Studies by Moz Marketing Company have found a strong correlation between high organic search rankings and high engagement ratings on Facebook.

They conclude that the relationship between the two have to do with machine learning (systems in place to rank the most relevant content on search engines and social sites). These systems are programmed to reward high engagement with increased visibility.

Why?

Search engines like Google and social sites like Facebook strive to put the most popular and relevant content in front of consumers. The algorithms measure engagement as a way to benchmark how relevant content is to consumers. Essentially they are asking, “Are we putting the right information in front of the right viewers?”

What factors determine relevance?

Google uses a multitude of metrics in their ranking algorithm; Perhaps the most important is click-through rate (CTR). The top five Google search results may all contain relevant information to a searcher. However, CTR indicates where each site should be ranked based on actual value added to the user.

Facebook does something similar, however their algorithm is based on engagement metrics such as likes, comments and shares. When a piece of content starts to develop traction on these metrics, Facebook starts to reward it with more visibility.

How to capitalize

High social engagement correlates strongly with high organic search CTR

So…

Turn your best social content into web content and best web content into social content. It makes sense that content that performs well organically will also perform well in paid advertisement form. If people like a post/article and the topics covered, adding advertising dollars will simply increase the audience.

The key is quality content that increases the likelihood of user engagement.

Digital Marketing and Your Business

Why Pay for Digital Marketing Services?

For over a decade their has been a buzz around digital services like SEO, SEM, social media and how they relate to your business.

However, there is still considerable confusion around what kind of results a digital campaign can provide.

Let’s take a closer look at the some of the key reasons to pay for digital marketing services.

1. Get More Visitors to Your Website

There are over 40,000 Google searches per second, and over 3.5 billion searches per day. Digital services can assist with driving some of those searches to your business.

How?

Read more about that here: Optimize your website.

Essentially, digital campaigns assist with getting valuable information in front of consumers. Google rewards the best content with higher search ranking.

2. Greater Conversion Rates

Digital marketing has derives significantly higher conversion rates than traditional marketing efforts.Traditional marketing emphasizes increasing awareness of a company’s product or service. Awareness, in this sense is general, which results in the use of marketing dollars on consumers not highly likely to purchase. Digital marketing emphasizes positioning advertisements in front of high intent consumers.

Using digital services like SEM or pay-per-click can increase a website’s search position. Read more about SEM here: Search Engine Marketing and Pay Per Click. Company’s that show up on the first page of Google are 98% more likely to receive a click from location specific searches.

3. Pay Less for Results

Youtube $ vs. Televison $$

Blogs $ vs. Magazines $$

Social Media $ vs. Mailers and Flyers $$

The world is more connected than ever because of the internet. Take advantage of large audiences on low-cost media.

4. Measurable/Data Driven Decisions

Traditional marketing efforts have taken heat over the years for their immeasurable nature. How many of our marketing dollars are really leading to sales?

Targeting demographic data (that millions of Americans reveal every day on the web) ensures that digital advertising dollars are applied to high intent consumers. Consumer feedback is tracked and recorded every time an action is taken on a piece of advertising material, and from their, digital marketers can extract analytics reports.Using these reports can funnel advertising efforts to the kind of consumer that has high intent  on a particular service.

ADFly offers detailed conversion tracking, and works tactfully to drive qualified leads to your business. In depth initial website

Learn more about what ADFly can do for you:

 https://adflydigital.com

Growing Mobile E-Commerce

What is Mobile E-Commerce?

Defined: Mobile E-Commerce (M-commerce) is a term that describes online sales and transactions from phones, laptops, and other hand held devices.

The Trend

Consumer behavior continues to shift from retail stores to online purchasing. This trend is strengthened by the convenience of mobile shopping.

According to comScore statistics, 78% of mobile searches for a local business result in a purchase.

That is an alarming statistic that should inspire action for you and your business.

Important questions to ask:

  1. Is my website mobile optimized?
    1. Do large graphics fit the mobile screen?
    2. Are fonts easy to read and ergonomic?
  2. Is my website optimized for local search?
    1. Standard name
    2. Standard address
    3. More here: Local SEO
  3. Is my mobile site too complex? (Less complexity=faster site)
    1. 64% of smartphone users expect a mobile site to load in less than four seconds
    2. 40% of users will turn to a competitor for a better experience

(Stat Source)

Here is why these questions are important:

During their research on mobile e-commerce, Moz found that mobile conversions and purchases are still significantly lower than desktop conversions and purchases. However, they concluded that based on “time on site” and “pages viewed” metrics, mobile users still have high intent to purchase, and are likely to convert on another device.

Therefore, it is important that your company creates a quality mobile experience for customers.

The more time a customer spends on your site, the more likely they are to purchase.

*Increase time on site by 16% and increase conversions by 10%*

  • More consumers are turning to e-commerce
  • Of those consumers, a growing number is moving to mobile browsing for products and services
    • Conversions on those products/services are growing (still below desktop)
  • Mobile optimization of your company’s site will increase:
    • Time on Site
    • Pages Viewed
    • Click Through Rates
    • Conversions

 

Benefits of Single Keyword Ad Groups

Pay to Play

Paid advertising on search engines has existed for almost two decades. In short, search engines allow marketers to bid on industry relevant keywords to place their site at the top of the search list (read more about Pay-Per-Click).

ADFly uses a highly segmented approach to Pay-Per-Click called Single Keyword Ad Groups (SKAG).

Single Keyword Ad Groups

Single Keyword Ad Groups, as the name implies, is bidding on a single keyword placed within one ad group. Many ad campaigns will have 10-20 (sometimes more) keywords in an ad group. This often results in internal keywords battling for relevance. Reducing internal competition ensures you are bidding on the highest performing keywords and excluding the lowest performing keywords.

(Image Source– here is a good example)

Building out many SKAG’s will ensure customers are directed to a page that will give them the most value. Google rewards pages high in perceived value.

Why SKAG?

  1. Less complexity leads to less ad spend
  2. Higher CTR- ad groups can be matched to high-intent user’s exact searches to make your site more appealing
  3. Greater Quality Score
  4. Google rewards higher CTR and Quality Score which increases average position on the search list

All of these reduce the cost of the campaign. Researchers found that increasing quality score by just one point could result in a 16% decrease in cost per conversion (https://conversionxl.com/blog/single-keyword-ad-groups/).

 

Search Engine Marketing Near Me: Pay Per Click

What is pay per click (PPC)?

Simply put, it is paid advertising on search engines like Google, Bing, and Yahoo!. These search engines allow bidding on industry relevant keywords to place your site/company/etc. at the top of the search list. In doing so, your site is placed in front of an audience that has high intent to take action on your page.

*The top five sites on the search list receive 75% of clicks*

Two common forms of PPC:

  1. Search Ads (most common)- seen at the top and bottom of search pages (i.e. [Ad])
  2. Remarketing Ads– the ads that follow you around from page to page once you’ve visited a particular site.

ADFly typically emphasizes search ad’s because they are less intrusive and searches are high-intent.

Campaign Strategy

PPC coupled with landing page optimization is the foundation for ADFly’s search engine marketing (SEM) campaigns. Landing pages are a great way to get specific about the different services you provide. Through optimization, landing pages are full of relevant information pertaining to high-intent searches. Therefore, you are more likely to appear at the top of the search list when your services are needed, not just when your name is searched.

ADFly uses a highly segmented approach to PPC: single keyword ad groups. Essentially, managers that use single keyword ad groups can ensure the keywords you bid on match what your potential customers are searching for. This increases click-through rates, quality score, and improved average position all while lowering cost per click.

Pro’s to Pay Per Click

  • Managers of a pay per click campaign make data driven decisions.
    • Maximizes reach
    • Maximizes response rate
    • Minimizes advertising expense
  • Expect to see results within a couple weeks.
    • Ability to precisely target demographics
    • Ability to precisely target by location
    • Managers can analyze search term relevance and make quick adjustments.

How Much Can You Expect to Pay?

The management cost for a pay per click campaign varies. Common factors affecting price are number of services to advertise, size of geographic targeting, and the type of campaign you wish to implement.

ADFly advises a minimum initial investment to begin collecting demographic and location data. Investment may increase when the target audience has been established.

 

 

3 Crippling SEO Mistakes

You may be your own worst enemy when it comes to these common SEO mistakes.

1. Keyword Stuffing

Google ranks searches by relevance and accurate keywording. However, over-stuffing your blog post or web-copy with keywords can hurt the readability of your article (nobody wants to read something repetitive), and Google is smarter than you think. Over-stuffing often results in getting placed further down the search list.

Balance keyword information with related text that contributes to the overall value of the content.

2. Neglecting Data

It may be as simple as not including Google Analytics into your website. There are user friendly tools that enable you to see what is really working for your site. You have put a lot of work into optimizing your website, keywords etc. Now it’s time to capitalize on insights.

Once conversion and traffic goals have been set, analyze performance metrics. It is important to understand the key performance indicators for the industry. Make sure you are reading into data correctly. Experts have many opinions on so-called “good” conversion rates, but rates often vary by industry. Compare your conversion numbers to relevant players in the industry.

3. Optimizing Poor Content

Content is king only when it provides value to the consumer. Great content has the potential to go viral, poor content will sit on your site. Creating something worth viewing should always be the most important objective.

Does stolen content count as poor content? Absolutely. In the old days, it was common for multiple sites to have identical information. Today, search engines are built to recognize original submissions and penalize “content scrapers”. There is a good chance your customer base differs slightly from competitors. Add a personal point of view or detailed “spin” on a particular topic. You will add greater value to consumers and differentiate yourself from competitors.

Avoiding these SEO mistakes will increase your site ratings and contribute to a higher user experience.

How to Write a Blog Post with SEO

Setting up your blog post for search engine success.

 

In this article we will share ADFly’s strategies in becoming an actively engaged content publisher in your industry or area of interest.

Illustration about Content Marketing Strategy on Blackboard

Looking for something specific? Click the following:


Industry research and finding Keyword Opportunities

Before you even begin to write an article, you should dive into some of the current trends in the industry you’ll be writing about. This step is critical, even if you already are an expert in the industry. Knowing what the web is talking about and more importantly how people are discussing these topics will allow you to frame your article to attract the most attention and ultimately garner the most exposure. Good research will also allow you to expand your ideas, turning what you thought was a single article into an entire series for readers to follow!

Robust SEO tools like the Google keyword planner or the Moz tool allows keyword researchers to analyze search trends by the keywords or specific phrases used by searchers. When used properly, these tools can identify both keyword opportunities for your SEM and SEO strategies and indicate opportunities to publish relevant content using those same search terms your audience is regularly using. It can be tricky to coordinate publishing content that is both optimized for search engines and enjoyable to read with these often short windows of high relevancy, but if you follow along with this and our other articles we’ll show you how the experts do it.

 


What should I write about for my blog?

One tried-and-true method for beginner bloggers is to target a single popular topic in the industry and treat it like a conversation. The first step, as always, is RESEARCH RESEARCH RESEARCH. Check out a few articles from other industry leaders about that topic and identify keyword opportunities that appear in several of the articles a “minor points.” They should be important enough to warrant their own articles but not overused, otherwise you’ll just be rehashing somebody else’s content.

Once you’ve identified enough relevant keywords to support a singular theme for your article, it’s time to do some serious digging. Read in-depth information on the idea you have. Some of these sources will be complete enough to use as supplementary references, providing hefty backlinks to bolster your article’s SEO.

Peppering your articles with keyword-relevant, outbound links is the search engine equivalent of “continuing the conversation,” indicated a significant correspondence between your contents and others’. Take this sentence from the previous section:

“Robust SEO tools like the Google keyword planner or the Moz tool allows keyword researchers to analyze search trends by the keywords or specific phrases used by searchers.”

Connecting ideas between blog posts and web pages in this way allows you to “continue the conversation” that has been started by the articles you originally used for inspiration. Performing this step on other publisher’s content may inspire reciprocation for the author to backlink your post.

Some ways you can use online resources to search for trending or breaking news include:

        • Filter Google searches by date
        • Filter searchers by location
        • Search by hashtags (#)
        • Add “operators” to your searchers

Explore the thought leaders opinion’s on what’s buzzing, then interject your own ideas by crafting a story covering the same topic, but specific to your own endeavors.

 


Now Just Do It.

Take a page from Nike’s playbook and start putting together the post.

Main Ideas and thinking like a search engine optimist.

You’ve done the research, written an original blog post, and keyword optimized your content. Now how do you get it out there?

When building your blog posts on web pages, keep in mind that Google always wants to show it off to the audience that THEY believe will find it the most relevant. Google uses robots to dive into the hard code of your page (especially your keyword optimized content) and assess how relevant your post is to a user before serving it as an option on the search engine results page.

Use Title tags to identify the topic of the article and use paragraph headers to make a point and drop a relevant keyword. Google Identifies these then the headers <h2>, which add weight to the SEO score of keywords that make up these headers. The idea is that users read headers and expect them to quickly and concisely summarize the body content, then see if the article is right for them. You can learn more about header and content structure for blog posts by Yoast SEO, one of the biggest names in the DIY SEO game.

Google robots are making connections about how your headers relate to the content following too, so don’t get carried away when optimizing headers, but think strategically how you can break your article into topic-specific segments in order to optimize your post for readers and robots alike.

#anchor tags

In ADFly blog posts, we like to use anchor tags as a navigation feature for each segment of the article. This not only offers some additional SEO opportunities with effective and relevant URL anchors hard coded into your site, but also allows for additional means of sharing and navigating your article.

For example clicking this link will land you on this section about thinking like a search engine optimist you just read, while this link takes you to the next paragraph about incorporating graphic takeaway into your blog’s design.

Additional SEO opportunities with effective navigation of your content and relevant URL anchors hard coded onto the page. Then this style of blog layout allows for additional means of sharing your article. Check out these tweets for instance:

 

One tweet promotes our new blog post as a whole, while the latter promotes an individual segment of this article trying to grab attention by relating to a more specific topic.

 


User Experience and Graphic Design

Not everyone is going to take the time to read everything you have to say. Can you blame them? Some things to combat human’s lack of attention span are quick snippets of big information and inspiring graphics. Keeping in mind that Google can’t “see” our pictures, we want to name the images appropriately with file paths and alternative descriptions as well as taking bullet point lists as an opportunity to creatively plug in your keywords as main ideas. You want to provide readers that spend any significant amount of time on your page with something useful to take away. Blatant headers that stand out and describe each paragraph really pull a reader in. These can be something as simple as industry buzzwords or keywords of the main idea your trying to convey. A better approach is to skip on a buzzword here or there and opt for incorporating vibrant graphic images, gif files, or videos that capture a reader’s attention before they even think about leaving the page.

via GIPHY

The ADFly team hopes you found this article to be informative in implementing your own search engine optimization strategies. Please contact us with any questions pertaining to the article, or any requests of consultation in SEO and Google’s best practice-compliant website development.

Additionally, check out our more in depth article and learn to do your own on-page SEO.

How To Show Up On Google With SEO

Start-Up Guide to Building your SEO Foundation

Search Engine Optimization is the talk of the town for small businesses with an online presence in the modern era. Even if you’re a business that needs to build your digital presence from the ground up, organic SEO is the place to start.

Seo plan

On-Page SEO is the foundation for your online home

Think of your website as your home on the Internet. Picture your social media presence as the shrubbery and trees branching out to your networks of previous and potential customers. Finally plugging you into the world is your cable and power lines running directly into your home, which symbolizes news articles, online directory listings, and blog sharing links all pointing to your website property. The take away here is that all of these online presences and links are necessary to complete your home.

Now let’s take a look at how your home was built. Does it have a sturdy foundation? Was it built in a hurry, or was a blueprint constructed to your brand’s image? How does the exterior of the house look to a potential visitor on the street? What kind of eye-catching paintings do you have to look at after your guests get inside?

Let’s start from the ground up.

Consider On-Page Search Engine Optimization the foundation of your online home. You can build on a weak foundation but you will go back and correct problems as often as they pop up, and when they do, more and more issues continue to crawl out of the woodwork. Like most dealing with SEO troubleshooting, you may begin to feel overwhelmed.

Google uses robots to identify the relevancy of your site’s content and the authority of the publisher to search engine user’s searches. Webpages with properly organized code and regularly updated content are rewarded with higher rankings in search engine results pages. On-Page Search Engine Optimization is where it all starts.

Higher Rankings on Search Engine Results Pages starts with On-Page SEO

When we talk about the correct coding structure of your website in compliance with Google’s best practices, we are speaking to the term “on-page” SEO. You implement these strategies by organizing the code that is on the page of your website. This may seem like a job for a computer scientist, but any SEO novice can identify and adjust key components with a little training. Some of the most simple on-page SEO components that can have the most powerful effect on search engine results are:

  • Title and Header Tags
  • Meta Descriptions
  • Alt Tag Keyword Optimization
  • Paragraph Content Keyword Insertion
  • Google Analytics and Search Console Installation

Title Tag and Header Tag Optimization

Identifying headers and titles within your webpages is quick and simple through tools that come pre-installed on Google’s platform. By right-clicking on any webpage in Google Chrome, you can choose to “View Page Source”. This displays the HTML code structure of the page being accessed. Use the “find” function (Ctrl+F or Cmd+F on a Mac) to quickly find HTML tags such as <title> (title tags), and <h1>, <h2> (header tags), for the webpages. The optimization of these tags will play a huge role in moving your website from “worst SEO imaginable” to “SEO” star.

Title Tag Example(click the image to enlarge):

title

Header Example (click the image to enlarge):

h1

Meta Description Keyword and Relevancy


Meta Descriptions are short but very descriptive snippets of information that provide searchers with insight as to what the page is actually about. With accurate keyword research and creative copy writing, you can build a keyword optimized piece of content that serves to the search engines bots and makes an appealing description for the user.

Meta Description Example (click the image to enlarge):
meta

Helping Google Identify the Graphic Images on your Webpage with Alternate Descriptions

When Google’s robots scan webpages for proper organization, images are compared with the typed content on the webpage. Because Google can’t really “see” your images, it requests that your website provide an alternative description to the file name uploaded. This begins with a naming organization of the actual files you are uploading to your web page. Declarations of what the image actually contains are scanned and considered by Google’s algorithm. Then we add an alternative description of what the image is to also be seen by Google’s bots. Searching for “alt” on the page source information will help you identify the alternative descriptions on your own webpage.

Alternative Description Example (click the image to enlarge):
alt tag

Become a Voice of Authority with Engaging, Keyword-Influenced Content

Everyone in web design and blogging has heard that “content is king”, but what does that really mean? The way to engage and obtain customers through your website is to keep pages updated with informative content about current events, internally or in the industry. This alone will keep users coming back for more, but writing great content doesn’t end with a creative story. After building another foundation of wordplay, it’s time to research the industry-specific search terms consumers are using to learn more about your industry. Once you have these search phrases, or “keywords,” you need to find creative ways to insert them into your content without obscuring the meaning.

A word of caution from Google on this: do NOT overdo it. Content that robots deem “keyword stuffed” can be penalized or even blacklisted by Google’s services, which is like the city declaring your house condemned due to a crumbling foundation. A good rule of thumb is only to write what you would read yourself. I encourage you to “control + f” and find all the times the terms “SEO” and “Search Engine Optimization” are incorporated into this article that can be read in a human and robot friendly way.

Connecting your Website to Analytics and Google’s Search Engine Console

Building bridges between your website and Googles search engine starts by registering your website for Google Analytics. Google happily provides in-depth resources on how to plug into their data interpretation network. From there, linking your website search console is the start of intensive tracking and opportunity identification for your digital presence. We’ll save THAT for a future post.

The ADFly team hopes you found this article to be informative in implementing your own search engine optimization strategies. Please contact us with any questions pertaining to the article, or any requests of consultation in SEO and Google’s best practice-compliant website development.