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Why Businesses Should Implement SEO Into Their Marketing Strategy

Why Businesses Should Implement SEO Into Their Marketing Strategy

The main goal of implementing SEO (Search Engine Optimization) into your business’ marketing strategy is to create authority for your brand. A business site with good SEO has a high organic ranking for the relevant keywords, which increases its credibility. However, we must keep in mind that this cannot be done overnight. It takes a lot of time and dedication.

 

Getting the best possible position in search engines is one of the main business goals for SEO that can be achieved by implementing the correct SEO practices. Together with PPC (Pay-per-click), SEO will reduce the time needed for your site to appear on the best positions in the SERP (Search Engine Results Page). Users tend to trust Search Engines a great deal, which means that sites with good ranking on the results page are considered by them to be credible and trustworthy as well.

 

 

 

Benefits

The majority of searchers click on the organic search results, which means that a site with a good organic ranking will obtain more traffic, especially because they look more credible to savvy searchers. Having good SEO on your website will increase your chances to be visited and obtain quality traffic.

One of the best advantages of SEO is that, compared to PPC, it is completely free! You don’t have to pay to show ads for keywords with SEO. SEO requires time, but businesses can reap the benefits even if they are not in season because it is always a good time to start improving your site’s SEO. This is the reason that almost all businesses are working on their SEO, even in the off-season.

SEO is excellent for data collection as well. You can use free tools, such as Google Analytics, to collect data from your site and discover what keywords are working best for them. This will then help you improve your SEO even more by creating more qualified, relevant content to target those best performing keywords.

Best Practices

Here are some of the best practices you should implement into your SEO strategy:

1. Create valuable and unique content that involves your products and services. This will ensure that your website gets more qualified traffic.

2. Improve your page speed. This is so important that Google actually factors it into their search ranking system. Search engines want to serve content that loads really fast. This is because users that land on a site that doesn’t load fast enough will bounce back into the Search results and look for a different site.

3. Optimize your site’s images. Make sure that your images have a good resolution and file size. Images with a high file size won’t load as fast, which is why you need to make sure to set them up using the right size for web images.

4. Create a Google My Business listing. This builds a solid baseline for your business’ online presence. Google My Business is not the only way you can create business listings, but it is the most popular and well-known as your listing will show up for relevant searches at the top of the page.

5. Implement Sitemaps. Having a Sitemap on your site helps visitors find information about your pages and visit the ones they are interested in. Not only that, but it also helps Google index your entire site – another important factor in their ranking system. 

With this information in mind, consider implementing SEO into your business’ digital marketing strategy. You will continue to reap the benefits of having worked to have good SEO for years to come. 

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The Importance of Tracking Conversions at Keyword Level

The Importance of Tracking Conversions at Keyword Level

I have reached out to thousands of business owners over the past 5 years. To this day, I am still shocked to hear business owners admit to me that they don’t keep track of their conversions and that just as long as their phone is ringing and they are getting business then they’re okay with that. The majority of these business owners are not computer-savvy and don’t know how to install Google Conversion Tracking, Google Analytics or Call Tracking. The worst part is that they don’t have time to go on Google and search for step-by-step instructions, so they just rely on improving their campaigns based on clicks and impressions. It’s good to see that you are getting many clicks and that your CTR is fairly good. However, you are still in the blind when it comes to knowing the best keywords that are driving the most calls or online submitted forms.

 

This is like going out to sea fishing with a huge net at random times and using random bait. Yes, you will catch some fish (some small, some big) but you will also catch a lot of seaweed and trash. Once you install the right tracking tools and collect a good amount of data, you will be able to call yourself a true fisherman and know which are the best days, hours, locations, bait (keywords) to catch the specific fish you desire instead of only random ones.

 

Be the smart fisherman that knows the right time and location to cast your net!

Once you are tracking submitted forms and phones calls properly, your Google Ads Campaign will show you which keywords are getting you the most submitted forms and phone calls. It will also let you know which keywords are getting lots of clicks and no submitted forms or calls. Imagine what you can do with that data! You can filter out all the keywords that, despite their relevance, are just not cutting it because they are not getting you conversions. Now, you can re-adjust your bidding strategy to be more aggressive towards those better days, locations, time frames and top-performing keywords that are getting you the most calls, submitted forms and with a higher likelihood of converting into a paying customer.

 

Now that you’re on the right track, at the end of each month you will now be able to calculate how much you paid per lead. You will also be able to determine what your cost per acquisition is and, most importantly, you will finally know what your true return on your investment is. As long as you continue to track and optimize your campaign each month moving forward, you should be able to lower your cost per lead and increase your return on investment.

 

My last recommendation is: when tracking submitted forms, make sure that you create a Thank You page and track that page as a conversion. I noticed that some websites have Google Conversion Tracking installed but, when you fill out a contact form on their website and submit, it does not take you to a Thank You page.

Make sure that the only way to access the Thank You page is by submitting a form and redirecting to it.
This way, you can track the number of people that landed on it as Contact Form Submissions.

So what are you waiting for? Set up the proper tracking for your campaigns today! If you find that you simply don’t have the time to do it or you don’t know how and are too busy running your business to figure it out, then let us help you manage your Google Ads campaign with all the best practices and proper tracking. We offer a free Google Ads evaluation in order to help your business reach the next level with digital marketing. We’ll be happy to lend you a hand and help you grow.

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The Importance of Having Full Access and Ownership of an AdWords Account

The Importance of Having Full Access and Ownership of an AdWords Account

Charles Arellano

Google AdWords was launched back on October 23, 2000. In the 18 years since launch, thousands of marketing agencies have been created. Currently, there are probably more than 10,000 marketing agencies in the United States alone – and that’s shooting low. You can imagine how fed up some business owners are with all the calls they receive about their online advertising. I have come across this first-hand in my years of cold calling experience (it’s not an easy task!).

What some business owners don’t realize is that a lot of marketing agencies out there, even huge well-known ones, offer you services with contracts and no ownership or administrative access into “your” Google Ads (formerly AdWords) account. It’s kind of like owning a restaurant, hiring someone to manage the restaurant for you, but they tell you this: “You can’t come into the restaurant. I will send you reports on how we are doing.”

I get it – you don’t have time to manage your own Google Ads campaign. You’re too busy running your business and building your empire; that’s why you hired a marketing agency in the first place! Let me tell you, there are a lot of agencies out there that are well-aware of this and take advantage of it.

Now don’t get me wrong. Maybe you’ve been keeping busy and are getting calls, but are you sure that these calls really come from your paid ads? Are they coming from your organic results, a different directory, or perhaps a referral?

I’m glad that I have your attention now.

Most agencies that don’t offer you ownership or full admin. access do give you access to a dashboard through their website or some type of interface and send you a monthly report. Keep in mind that this is their proprietary tool; a software that they created and can edit to show you anything they want, as well as hide any numbers or stats they don’t want you to see.

I’ve talked to several business owners that have had this terrible experience in the past. The worst part was that they paid their agency a flat fee every month, which included the budget that they use to pay for Google and the management fee for the agency. Since you don’t have access to your own account, you can’t truly see how much of that budget is actually going to your Google clicks and how much is going into your agency’s pocket.

I don’t mean to add fuel to the fire, but when you finally decide to ask your agency to give you access to the actual account through Google Ads, they deny you access. Hmm… I wonder what they could be hiding…

Wait! Don’t give up on Google Ads just yet. Not all agencies work this way.

When hiring a marketing agency to handle your Google Ads, always make sure that they are 100% transparent. What I mean by that is that you need to make sure that they create a Google Ads account for you directly through ads.google.com and, before launching the campaign, that they give you administrative access to it. Any company that works this way should also send you a monthly report on all the important metrics that matter to you. Of course, you can log into the account at any time you please to make sure that these reports are accurate.

My last suggestion for you is that you make sure you don’t get tied down into a contract. Always try to work with an agency that works on a month-by-month basis. This way, they can earn your business each month with RESULTS.

Stay tuned for my next blog where I will talk about the importance of installing all the right tracking tools.