Google Algorithm Updates

Google’s Algorithm Update

Numerous industries from tech to recipes, health and finance, have been rocked by Google’s latest May 2020 Update which has rolled out in the midst of the Coronavirus Pandemic. Google announced the update on May 4 and called it the ” May 2020 Core Update”. The rollout of the algorithm will continue for up to two weeks from the release date when all changes will be live.

We are currently seeing search engine results continuing to churn days later. Many websites are noticing significant traffic losses.

Most updates settle relatively quickly with small modifications to results along the way. The May 2020 Algorithm updates appears a little different that those that came before it and it is becoming apparent that this update may be a big one.

Searchmetrics provides further reports from webmasters and SEOs on the ranking changes:

  • Health: “We lost in May 2018, we lost in August 2018 (Med). But this update is the worst update (for us) I ever saw in my years of SEO. We lost everything again. At this moment we got hit harder then 2018.” Sofie77 via WebmasterWorld Forum
  • Tech: “It’s getting rough…. – 40% Traffic compared with last week. Tech related website.” ChokenBako via WebmasterWorld Forum
  • Finance & Health: “Okay, now I am seeing crazy swings. Monitoring KWs in various verticals, and so far, the volatility appears massive. Some major national brands that were rank at the top for very competitive financial KWs dropped 10+ rankings. Seeing massive swings in health as well. This looks big so far.” HereWeGo123 via WebmasterWorld Forum
  • Dating: “Over 40% down so far for a relationship advice site.” Dantes100 via WebmasterWorld Forum

The changes are felt by many and the results apparently are fluctuating hour-to-hour and day by day. I haven’t witnessed an update as widespread as this one since Google’s first major algorithm update, Florida, in 2003.

Why Updates Cause Ranking Volatility

Due to the fact that it may take some time to roll out the changes to all the information centres worldwide, one of the reasons the search results ended up being unpredictable is: when your web browser displays a data source it might be receiving old information or the brand-new data.
Another reason to discuss the continuous changes is that there are multiple elements that are changing. Are people’s behaviour changing due to Covid? Is the web in general changing? of is Google changing something?

What commonly happens is an update present followed by a duration of relative calm that is then disrupted by more changes that in some cases reverses the losses. This updates has seen 16 days straight of ranking volatility, which hasn’t happened in recent years.

Google has different algorithms for every industry, and seeing changes across industries indicates a major update.

As I comprehend it this referred to as reversing incorrect positives. Incorrect positives are when relevant websites are inadvertently impacted by an update. After an update, the Google engineers will measure the feedback, review the search results page and modify it to ravel the false positives.

First Impressions

Many individuals I spoke with explained this update using words like “carnage” and mentioned how troublesome it was to do this to companies at such an alarming minute in time.

One Search marketer provided this impression: ” This appears to be among the most substantial updates in current memory. It’s prematurely for anything besides analysis, but I’ve seen sites in numerous verticals affected.
It’s not clear who the winners are yet …”.

Several individuals shared that while it is yet early, they are seeing changes throughout numerous industries, significantly in the health-related subjects.

Local Search Fluctuations.

There are many reports that reference fluctuations in local type search results page. One individual tweeted a graphic that reveals local search has been increasing since late April 2020.

Covid-19 Effect on Search Algorithm?

Some thinking that sounds plausible is that Covid-19 may have impacted some parts of Google’s algorithm that determines what it is that individuals want to see when they make a search question, especially covid related.

Without question, the pandemic affected search patterns.

Is it possible that Google added a change that makes Google’s algorithm more conscious about these changes? We actually don’t know.

Another aspect I’ve seen is that some are reporting that websites with stable brand names have actually gained increased rankings, while less top quality sites have actually lost.

Worldwide Update Rollout.

Google’s update appears to be impacting SERPs worldwide. Reports on WebmasterWorld indicate volatility from the United States to Europe to Australia all at once.

Japanese search engine marketer Kenichi Suzuki (@suzukik) told me that the update is being acutely felt in Japan.

This is what Kenichi said:
” We’re seeing a big change. … The May 2020 Core Update appears a normal core update.”.

Thin Content Losing?

Another point is that there are multiple reports of thin content losing positions. Because of their thin material or for other factors has actually not been determined, whether they are losing positions.

What Do Updates Target?

It’s crucial to understand that Google broad core updates do not generally target a particular industry. A change in the algorithm might have a strong result on an industry, however that does not imply the industry was specifically targeted.

Google has an established recent history of presenting broad core updates that impact factors like understanding user search intent and for comprehending what web pages have to do with and how those pages pertain to search questions.

A change to much better understanding search intent can impact how Google ranks medical-related sites are ranked.

If Google figures out that searchers want scientific responses for health inquiries then that’s going to negatively affect sites with so-called “natural” treatments.

If medical-related sites appear to be disproportionately impacted, that might be the impact of a modification in understanding search intent.
Link associated elements have likewise belonged to recent Google algorithm updates, like when Google decided to selectively use some no-follow links for ranking purposes.

What Do Algorithm Updates Reward?

Google does not actually reward websites for any specific quality. Google ranks sites for how appropriate they are to a search question.
Google likewise uses the link signal to determine the appeal of a website and what it is pertinent for.

Do Algorithm Updates Focus on Quality?

Google constantly aspires to not rank low-grade websites. What matters most is whether a web page pleases a user when they make any specific search query.

Due to the fact that it’s on a premium site, Google doesn’t rank a web page. Because it is pertinent, it ranks a web page.

Key Takeaways from 2020 Google Algorithm Update

It’s essential to wait until the search results page calm down before making any changes. Those who have seen ranking losses haven’t violated Google Webmaster Guidelines. The updates are intended to improve the overall quality of search results.

The best way to rank highliy is to “focus on delivering the best possible content” and confirming your website offers:

  1. original and valuable content. Meta titles and descriptions are appealing and match the content.
  2. Expertise. is your content trustworthy?
  3. Presentation and Production: does content look well researched?
  4. competitive comparison: does your site offer added value compared to other competitors?

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Proximity Marketing Flowchart

Proximity Marketing

Target the power of bluetooth and wifi technology to take a variety of marketing messages to consumers who are both nearby and looking to make a purchase.

Here’s a look at some of the key benefits/opportunities beacons have to offer:

  • Location targeting: Beacons let you target users with messages based on their specific location.
  • Mapping: The ability to “see” where consumers go in-store and attribute actions to these journeys – e.g. gauge how many buy a product after seeing promotional signs.
  • Frequency: Measure how often people visit the same locations, how long they spend there and how these relate to sales.
  • In-store messaging: Send promotional offers to people as they look through your store or business location.
  • Guide users: With full beacon systems, you can guide people through entire shopping centres, stadiums, airports and entire cities.
  • Gamification: Brands are using beacons to create treasure hunts and gamify the consumer process.
  • Cross-selling: Target shoppers with related products, special offers and other purchases as they queue up to pay.
  • Loyalty: Send loyalty rewards to people as they complete purchases.
  • Customer recalls: Send promotions and other messages to people who leave without buying anything to entice them back into the store.

Location-based marketing vs proximity marketing

Businesses, especially retail and real estate, have been focussing immensely on location for the last decade. This is because reaching out to customers without being sure of the location is just digital marketing, which is not very effective for local businesses. However, marketers and business owners now realize that the targeting needs to be more specific than just GPS and geofencing. This is where proximity marketing steps in. Let’s understand in detail about their differences and when each one of them is useful.

Location-based marketing

Location-based marketing in simple terms means communicating with potential customers within a range. Let’s say, a coffee shop runs a campaign to introduce a new almond flavoured Cappuccino on their menu. Setting a location based marketing campaign would mean that all potential customers in the range of, let’s say 1 kilometer, are notified about the new coffee. This might also include reaching out to a user in the nearby ice-cream store.

This is done by calculating the latitude and longitude of the smartphone using GPS or cell tower triangulation method. It is hence defined as the kind of marketing that uses mobile to target customers in a particular geographical area.

Geofence is a virtual boundary which can range from over 50,000 meters to anything else. Ideally, for interactions above 80-100 meters, business owners must consider geofencing.

Proximity marketing

Proximity marketing however, is a more granular form of location marketing. For the same example discussed above, the coffee shop owner could decide to have a more targeted approach and reach out to customers passing his coffee shop, lets say in the range of 300 meters. This approach is more personalized and contextually relevant.

Proximity marketing is about reaching out to customers based on the accurate position and not a virtual geofence. This makes the communication more contextual and personalised.

Proximity marketing is recommended for highly targeted zones – within 100m of distance. Proximity marketing use-cases involve interaction with customers about a particular product, brand on a shelf, or any other similar application.

Understanding Proximity Marketing

Let’s consider an example of a retail store.

  1. Beacons are deployed at the storefront or in aisles with ongoing offers.
  2. These BLE beacons transmit signals in its range. BLE signals are a combination of numbers and characters.
  3. The signals are detected by any Bluetooth-enabled smartphone, in the transmitting range.
  4. The smartphone then sends the ID number attached to the signal to the cloud server.
  5. The server checks the action assigned to that ID number and responds accordingly. It could be a notification about a discount, or a product launch, a feedback form or just a greeting!
  6. These notifications will then drive customers to a relevant form, a webpage or a markdown card (a Beaconstac card creative which works as a substitute for a website).

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Programmatic Advertising

Driving your advertising performance through artificial intelligence.

We remove the silos to allow media buying across all channels to occur seamlessly and through one strategic lens, with programmatic and direct buying converged into a single function, and media performance measured and optimized holistically. 

Automated bidding on advertising inventory in real-time, for the opportunity to show an ad to a specific customer, in a specific context.

When anyone clicks on a web page that has advertising space that is configured for programmatic advertising, the publisher of the page puts up an ad impression for auction in an ad marketplace. The ad marketplace then runs an auction among advertisers interested in displaying an ad to that specific customer that just click on the page. There may be many advertisers competing in this auction, and whichever one ultimately is willing to bid the most wins the auction and then their ad is displayed to the customer when the page loads.

Many small businesses aim to optimise their advertising and marketing expenses. Posting an advertisement to a broad audience is ultimately inefficient, as the target market of any business is a small subset of the broader population. Likewise, posting physical flyers around a university campus or other public area does not ensure that the target market will see the advertisement.

One solution is using an advertisement platform that allows for the specification of the target market.

Facebook, as an example, prompts advertisers to specify the demographic information, hobbies, and interests of the users who the advertisement will be displayed to. A small business producing specialty hiking equipment may choose to advertise to individuals in rural areas that are known for hiking locations. Such a business may designate hiking as one of the interests, and search for a younger demographic that has not already developed loyalties to certain outdoors brands. This scenario illustrates how crucial narrowing one’s target is in maximising the efficiency of advertising. Still, there are only so many active users on Facebook, and that number is subject to further decrease as other social media platforms become more prevalent.

There is, of course, a better solution to targeted advertising that can reach users who do not frequently use social media platforms where targeted ad spaces are offered. Programmatic advertising is an even more efficient means of responding to this challenge.

One form of programmatic advertising is real-time bidding, enabling advertisers to purchase relevant ad space within a few seconds.

Whenever an individual clicks a website with ad space that allows for programmatic advertisement, a bid for that ad space occurs on the ad marketplace. Thus, advertisers can autonomously out-bid their competitors to show advertisements to users who fall within their target audience.

Another form of programmatic advertising is programmatic direct. This form is slightly more manual than real-time bidding, as advertisers can hand-pick where their ads will appear.

They also know exactly what they will be paying, whereas the price advertisers who opt for the real-time bidding option will pay depends on the existing competition for the ad space, the customer, and the financial capabilities of the specific companies that are bidding for space.

The most obvious benefit of programmatic direct is that brands preserve their image by ensuring their advertisements are only displayed on websites aligned with their core values, beliefs, and essential purpose.

For instance, a brand that is selling electric vaporisers may not want to appear on a website hosted by a company that sells cigarettes, as electric vaporizer companies could be the primary competition for cigarette brands.

Another advantage is that a brand may see an increase in its revenue by having positive associations with a cause that many are passionate about.

Protecting the environment is one social issue that most agree on. Some brands have even seen success based on their environmental responsibility and goal to minimise all individuals’ carbon footprints alone. Tesla, a company that manufactures electric cars and solar panels, recently released an impact report that detailed both its overall carbon dioxide emissions and the carbon emissions that were saved as a result of the use of its electric cars.

Many brands have started to use recyclable and reusable packaging to appeal to environmentally conscious customers and to reduce their environmental impact. Plastic is a huge stressor on the environment that many companies insist on using, as it is durable and inexpensive when compared to its alternatives. Thus, a brand that boasts its environmental responsibility may want to use programmatic direct to appear on pages about the record carbon dioxide levels, or about various ocean cleanup efforts.

Aside from preserving a brand’s image and boosting their revenue by supporting popular causes, brands can also ensure their ads appear on pages that reflect their core values. This ties into the relevancy of the host website.

If a company’s core values are the promotion of health and peace of mind to the general public, that brand may prefer to appear on yoga and meditation websites that include similar messages in their “About” pages.

There are many advantages of programmatic advertising over the manual selection of advertisement space to purchase.

First, programs are not limited by the same physical needs that humans are, such as sleep, free time, and illness.

Another advantage is that businesses can spend less time on the process of finding relevant ad space and more time on the appearance and message of the ad itself. Graphic design is a time-consuming process; however, a graphic that is eye-catching and meaningful may be the difference between a successful and unsuccessful advertising campaign.

Another benefit is that businesses may be able to reduce the size of their marketing departments. Of course, humans still create advertisements and select the websites to advertise on if programmatic direct is chosen.

However, employers can save on the salaries and benefits of the employees who would have had to scrounge the Internet for websites with available advertisement space.

In the future, programmatic advertising may be used to sell television spots; it has applications in many industries that cannot be ignored.

Overall, both real-time bidding and programmatic direct are methods of programmatic advertising that will increase the efficiency of a business and maximise the number of potential customers a business can reach within the business’ designated advertising budget.

Real-time bidding is a completely automated method of bidding for and purchasing ad space, while programmatic direct allows advertisers to select the websites on which their ads will appear. Both forms of advertising allow businesses to target a specific user, instead of aiming to appeal to a general audience in the hopes that the target market will be represented in that audience.

For programmatic direct, businesses can choose to be associated with causes that are meaningful to them and their customers, while avoiding causes they do not support.

Though programmatic advertising may seem futuristic, it is relevant technology that small and large businesses should take full advantage of.

Programmatic advertising puts businesses in direct contact with individuals who could become loyal customers and facilitate the growth of the business through another powerful method of advertising: word of mouth.

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SEO vs PPC: What’s the Difference?

SEO vs PPC: What’s the Difference?

Are you confused about the difference between SEO vs PPC? Check out this guide to learn about the differences.

Did you know that Google handles over 3.5 billion searches per day?

It is most probable that you landed on this site through a google search or a series of them. Imagine how many people are doing so at this very moment worldwide.

The number is so big thus it is brave wanting Google to notice your company.

If you are on this site, then it means that you are interested in marketing your business through search engines.

There are two ways to go about it, Search Engine Optimization (SEO) and Pay Per Click (PPC). Read on to understand critical aspects when determining SEO vs. PPC.

Why a search engine

The world we live in today is pretty much run by the internet. Therefore, for your business to be relevant in the digital marketing world, it must have an online presence.

Create a website and advertise your products through it. This way, you will attract customers that would have otherwise remained inaccessible.
SEO vs. PPC.

You have probably encountered Search Engine Optimization and Pay Per Click in the online marketing world. You may think of the two are similar due to their functions but they happen to be very different tools.

They mainly differ in where listings appear on the search results page and how traffic is acquired.

Within The Locality

If you are a business owner, high chances are that you want to target local customers. Well, At least for now. To do this you need to optimize the local search.

How you go about it is different for SEO vs. PPC. Use location keywords to increase your chances of being among the localities that pop up is a consumer is searching for similar products.

Make sure that important information like business name and address is the same in all platforms.

Site Traffic

There are two major types of site traffic. 

Organic Traffic

Every time that you type into Google search bar, there are links that pop up. These, are known as organic results. They come up due to the similarity of content.

Now, traffic that comes from users finding your link among these results is the organic traffic. The probability of someone following on your link is pretty low if it does not appear among the first three. Therefore, you must be patient if you decide to pick SEO. Search Engine Optimization falls under this category.

Despite, the time factor it happens to be the most valuable traffic source and most sought after by buyers. Maybe if you are patient enough, you will be able to get more traffic at a cheaper cost per head.

Instant Traffic

As the name suggests, pay per click is chargeable.

However, it is instant. All you have to do is run advertisements on google and your site will appear among the first in Google Search results.

This major difference between SEO and PPC prompts you to now have much is time worth to you.

How much is the extra time saving your company?

Pros of Using SEO

Several ways in which you can improve your website using SEO. They include blogging and on page optimization. 

Organic traffic is not really free as it costs time and effort. Which implies capital, but other than that, there are no charges. It’s definitely more cost effective. 

Below are the advantages of using SEO. 

Credible Image

Most users tend to ignore ads and look for organic results. This will have a positive impact on your brand as you will have a credible image.

Awareness

The more time it takes for an organic site to gain a following, the longer it is to an internet user. If you have quality content, then there is nothing to worry about.
With time, keywords leading to your website will begin to pop up.

Your services might stick with the customers as opposed to sites that appear out of nowhere

Return on Investment (ROI)

This type of traffic has proven to have better returns on investments as opposed to the paid alternative. What PPC has to offer?

Now let’s look at some advantages of having a paid traffic plan.

Top position on Page

Don’t let anyone tell you otherwise, position on a page is crucial. Being on top of the page guarantees that most users click on your site.

Advertisements

With PPC ads, you have more space to market your brand. Make sure to add important information like location, pricing, and call outs.

Planned Finances

If you are considering paying for your advertisements, then it is wise to know figure out how much you are willing to spend daily on marketing.

To what level is business dependent on this? And can your online customer cater for this expense and more? Are some of the questions that you need to ask yourself beforehand?

Speed

How agile is your business? Any small business owner trying to stand out in the online marketing world understands that speed is a currency.

PPC gives you an economic advantage over your competitors. How so? You can be the first to market a certain product and benefit from the sales before your competitors catch up.

What Not To Do

Now you have understood the differences between SEO and PPC and what impact they have on your enterprise.

Let’s look at some crucial don’ts. Read keenly as they might make all the difference.

SEO

Avoid over-stuffing your page with keywords. Filling your pages with keywords won’t make it pop faster. Besides, the search engine is interested in quality content

Don’t use negative keywords. Avoid having duplicated texts in your website. Search engines are looking for content that will help the users. Having the same data twice will only weaken your game

PPC

Pick targeted keywords over generic ones. Monitor your ads to make sure that that they are actually getting conversations.

Avoid using negative keywords. If you do so, you will end up talking about what you are not selling instead of advertising your products.

Make the Best Choices in Digital Marketing

Advertising your business online and going the extra mile of improving its visibility to the user is bold and objective. At the end of the day, all you want is to grow your business and boost sales.

Be sure to take time and decide what best works for you, SEO vs. PPC.

For more information on beneficial online tools, check out this page.

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Be the MVP of SEO: The Top SEO Trends of 2019

There are over 1.5 billion websites live across the globe. Each site is clamouring for the same thing: The top spot on Google.

Needless to say, if you’re looking to stay successful, you’ll need to get competitive.

Stay ahead of the competition and increase your conversion rates by reading up on these SEO trends for 2019!

Mobile-Friendly Design

Smartphones make browsing easier, faster, and more convenient.

As a result, most people are choosing to browse via their cell phone or tablet than their PC.

As the mobile experience continues to grow in sophistication expect this trend to continue.

Therefore, you’ll want to make sure that you’re ready.

Make sure that your site looks and performs well on a variety of devices. If you’re not sure where to begin, Google has a few great tips worth reading.

Voice Search Optimization

The way people browse isn’t the only thing changing. How they search for information is drastically different, as well.

Voice assistants like Amazon’s Echo or Apple’s Siri provide users with information in an instant.

And though the method of searching for information has changed, the way these assistants pull information is still reliant on SERPs.

To accommodate these changes, change the way you phrase organic keywords and use longer keywords. You’ll also want to phrase keywords as a natural query.

Engaging Content

Yes, content is still king in the world of SEO.

Creating engaging original content is one of the best ways to boost your SERPs, implement backlinks, establish site authority, and partner with other like-minded peers.

But how you go about creating that content may need a refresh.

Branch out and experiment with a variety of content types to grow your brand. Video content in particular yields a high ROI.

Fast And Furious Load Times

The longer it takes a website to load, the more likely a user will be to leave the site.

If your site doesn’t fully load within two to three seconds, expect users to bounce from your site pretty quickly.

Minimize the number of redirects a user must go through to get to your homepage. You can also optimize images or compress content.

Artificial Intelligence and Chatbots

You won’t always be available to answer a client’s question. But by the time you get around to responding to their message, they may have already contacted the competition.

Fortunately, AI is advanced enough that it can do most of the work for you. Think of it as an advanced search feature for your website.

Using machine learning, chatbots can help customers answer some of the most commonly asked questions. If a chatbot can’t point a client in the right direction, they can send the message straight to you.

This has the potential to improve your overall user experience, and thus, boost your SEO.

Make 2019 Your Best Year With These SEO Trends

If you’re not first, you’re last.

By utilizing these SEO trends, you can make sure that your website reaches — and stays — and the top of the search results.

Want to learn more about how you can improve your conversion rate? Get in touch today and let’s chat about how we can help your business.

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What You Need to Know About How Google Adwords Works

What You Need to Know About How Google Adwords Works

Are you new to using Google Adwords? Discover everything you need to know about how Google Adwords works so you can get the most out of it.
So, you’re looking to draw some attention to your website. With almost 2 billion websites live at the moment you’re reading this, that isn’t as easy as creating a great-looking site or posting to social media. While those are effective marketing strategies, they don’t deliver fast results. Instead, you may want to consider using Google AdWords — now known as Google Ads — to deliver new leads. But if you’re new to the platform, the whole process can be quite confusing. Not to worry! From uses to bidding and best practices, we’re walking you through how Google AdWords works.

What to Know About AdWords

Before you can harness the power of this awesome platform, you’ll first need to understand what makes it such a great choice for your campaign. The biggest advantage an AdWords campaign has over an organic campaign is speed. It can take months for your organic SEO to have an effect! Comparatively, AdWords works almost in an almost instant fashion. Furthermore, using AdWords guarantees your business a spot on Google’s homepage. And it doesn’t stop there, either. You can use the Google Display Network to advertise on sites your customers are already on. Finally, AdWords is such a great platform because of how affordable it is. A business of any size with any budget can take advantage of AdWords — no matter how small your budget may be.

How AdWords Bidding Works

Ad placement and keyword strength are determined by a bidding process. While this may sound intimidating, it’s actually quite simple. First, you’ll set a budget for the month. Note that you can adjust your budget at any time throughout your campaign. Next, enter a keyword you’re interested in. Note that this can be a partial keyword or even a complete phrase. Then, Google will present a list of options of both exact and similar options. Each keyword will have a price based on how popular it is. Let’s say you’re advertising an Italian restaurant. ‘Italian restaurants’ could be of a lesser quality than ‘Italian restaurants Sunshine Coast’ and thus, would cost more. Positioning is also influenced by ranking, which Google determines by multiplying your maximum bid and the quality score. If that sounds complicated, don’t feel too bad. It can be tough to understand without trying it yourself. You’re encouraged to adjust around your budget and explore the bidding process to get a better feel for how the ranking process works.

Best Practices for Your AdWords Campaign

There are several things you can do to ensure your AdWords campaign goes well. One of the best things about AdWords is that you only pay for results, so targeting specific engagement actions can influence your cost. You can select pay-per-acquisition, pay-per-phone call, pay-per-conversion, and more. Once your campaign has started, be sure to check your analytics early and often. Since AdWords allows you to adjust your campaign on the fly, increasing or decreasing your spending can influence the outcome.

How Google AdWords Works: Final Thoughts

Whether you’re looking to get digital or foot traffic, AdWords is a great platform for businesses of any size. Knowing how Google AdWords works can help you spend less while getting more results. AdWords encourages experimentation, so don’t be afraid to test new strategies out. Are you looking to boost your business’ digital presence? We can help! Get in touch today and let us know what you’re looking for.

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Meta Tags Graffiti

What are Meta Tags?

Meta tags refer to information that is inserted into the head area of a web page. Search engines use these to ensure your sites are listed in their index. Meta tags are used by web developers to identify HTML specifications, keywords, descriptions, refresh parameters, to name a few. Except for the Meta title tag, the information on a Meta tag will not be viewed by people viewing your page in browsers. Owners of web pages have some control over the way their pages are described by search engines by using Meta tags. They can even keep a page from being indexed.

Types of meta tags

Among the different types of Meta tags, the most important in determining search engine ranking is now the description attribute. This attribute contains a description of the content of the website, which comes up during a search engine query. This description is helpful when a search engine can not use a site’s content to generate its own description. Other commonly used Meta tags are the language attribute, which tells a search engine the natural language of the website, and the robot attribute, which controls whether search engine spiders can index a site and follow the links within. There are a number of other, less commonly used Meta tags as well, but those listed here are the most commonly used.

How to make meta tag effective

To make your title tag effective, make it interesting and eye-catching. When creating it, think of your audience first and the search engines second. Don’t make it too long; probably 90 characters would be enough. Here’s the format using “What are Meta Tags” as the title of a page: Importance of using a metal tag -By using meta elements effectively it’s possible to get good engine ranking. It enables the webmaster to control the way my website will appear during search results. The website with a proper description is more likely to attract visitors. Success lies in proving brief and to the point description of the site. -The meta keywords tag is also of the important determining factors in page ranking. It contains the list of keywords which the Webmaster considers important to each page. Effective use of keywords helps to get a proper ranking on web engines. The best way is to go through each web page carefully and then select ten keywords that best represent the contents of the site. Too many unnecessary keywords lead to incompatible web research results and using words may lead to incomplete message -Meta tags help to classify a website so that it’s visible during search results. These tags provide the search engines with key information about the website which helps the user to find the concerned site quickly. Without the tags, search engines, that go by the information entered by the user, will give inappropriate results without proper ranking of digital businesses. -They determine the headers which are sent before sending out the details of the website and also rules out the name and content of each header. There are a number of different types of Meta tags that can be used on a website. They can specify headers to be sent before actual site content and can dictate the name and content of each header. Meta tags can also be used to indicate the keywords relevant to a site or document or the state or area that the advertised business serves. These tags are also used in SEO, though they are typically not visible to site visitors. These tags give a great deal of information about the website in order to help search engines organize and classify the site. The “keywords” Meta tag used to be one of the biggest factors in a page’s ranking, but this has become less popular after some site creators began using a large number of irrelevant keywords to drive traffic to spam or even virus-ridden websites. In conclusion, meta-tags are not a magical solution to the very complex problem of online marketing. They must be regarded as one tool in an inventory of other tools and should be used responsibly. Properly implemented, they will help complete an effective marketing strategy and this will facilitate the tremendous growth of your digital business by optimising your website.

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Finding keywords

How to Find the Best Organic Keywords

How to Find the Best Organic Keywords

Everybody loves free advertising, right? Optimising your site for organic keywords is one of the best ways to harness the power of the Internet and gain new customer traffic.
Did you know that Google processes 3.5 billion searches per day? This is why search engine optimisation (SEO) is so important. One of the best things about search engine optimisation is that it doesn’t have to cost you anything. By researching and optimising organic keywords, you’re helping increase your company’s visibility when they run a search. When someone types a search query into Google, Google compares the keywords in their search to the keywords that it finds online. This is one of the major factors that impact the order that sites are displayed on a search engine results page. Read on to learn how to determine the best organic keywords for driving traffic to your website.

Brainstorming Organic Keywords

There are several techniques that you can use to brainstorm organic keywords that your website is already optimised for. Start by looking at your company website, specifically your landing pages and your blog posts. This will give you an idea of the topics that are covered and the keywords that are relevant to your company and product. Consider this list your seed keywords that you will use to grow your keywords plant. Brainstorm additional related terms that people may search for when finding your website. For example, imagine you run a boutique hotel on the Sunshine Coast. Along with “boutique hotel Sunshine Coast”, your other keywords should include “where to stay on the Sunshine Coast” and “price of hotels Sunshine Coast”.

Use Google AdWords to Find More Keywords

Finally, turn to Google Analytics to get confirmation for the items on your organic seed keywords and suggestions for a few more. In Google Analytics, even if you are not running paid campaigns, you can look at the search queries and other links that are driving traffic to your website. You should see some of your seed keywords on this list and add any that you haven’t already included. While it would be great to optimize your website for as many keywords as possible, that just isn’t practical. If you are using Google AdWords, you can use the platform to test how effective each keyword is specifically for your business. However, don’t worry if you’re not familiar with Google AdWords. There are other ways to research keywords and refine your seed keywords into a master keyword list.

Refining Your List of Potential Keywords

In order to refine your list of keywords, you need to turn to some keyword research tools. While this process can be a little time-consuming, using these tools will benefit you in the long run when your website is seeing more traffic from organic searches and more conversions. There are a few different keyword research tools you need to take advantage of when planning your SEO strategy.

Optimise for Voice Search

Firstly, you need a tool that will help you with voice search. With voice search set to be the next big trend in digital marketing, you’ll save yourself time later on if you start thinking about it now. Voice search is changing SEO because we search in a different way when we’re speaking versus typing. While typed queries are usually point-form sentences such as “boutique hotel Sunshine Coast”, voice searches are posed as questions, “What is the best boutique hotel on the Sunshine Coast?”. Look for an app that generates a list of questions based on the keywords you enter.

How Popular Are Your Keyword Phrases?

Next, you’ll want to use a tool that shows you the cost-per-click (CPC) for your keywords. Even though you’re targeting organic keywords, it is still important to research the CPC data for your list. Google assigns costs to keywords based on their search volume, popularity and the number of competitors. The most expensive keyword phrase in the US is “best mesothelioma lawyer” (it’s a type of cancer from exposure to asbestos) at $935 per click. In fact, nearly 80% of the top 100 most expensive keyword phrases in the US are legal terms. This is because it is a highly competitive industry. The cost of a keyword phrase is an indicator of how often people are searching for it and how competitive the industry it’s in is.

Determine the Difficulty of Ranking for Each Phrase

The final step in researching organic keywords is determining how difficult it will be to rank for each keyphrase. Keyword research tools can determine this in a few different ways. One is to compare the number of searches versus the number of competitors. If there is a high search volume, and few competitors then it will be easier to rank for compared to a keyword with many competitors. Keep in mind that it’s easier to rank for long-tail keywords so focus on something like “boutique hotels on the Sunshine Coast for families” or “boutique hotels on the Sunshine Coast with a rooftop pool” as opposed to just “hotels on Sunshine Coast”. Once you’ve thoroughly researched your keyword list for these three metrics, you’re in a good position to start working on your on-page SEO.

How to Optimise Your Site for Organic Keywords

There are two important things to remember when optimising your website for organic search. The first is that there are no shortcuts and the second is that you need to be patient. If you’re looking for immediate results, then you should be focusing on paid search engine marketing, not increasing your organic reach. In the past, marketers were able to trick Google with tactics like keyword stuffing, but the Google algorithm has become too smart for these tricks. Now, the only way to bring in organic traffic is to show Google that your website provides content that consumers will find useful. This is one of the reasons that every website has a blog now. Google sees these articles as resources pieces related to their keywords. In our example, the hotel should think about writing travel guides about Sunshine Coast. They don’t need to be long, but even 500-1000 words about the best things to do as a family or the best places to eat will give them an SEO advantage over a competitor that doesn’t have these articles. Besides creating great content, be sure to include your organic keywords in the following areas:
  • blog post URLs
  • first paragraph
  • image files
  • meta description
  • subheadings

Is Your Website Optimised for Organic Search?

There are even online tools to help you assess your website’s SEO score. Don’t worry if you haven’t been following SEO practices. There’s nothing wrong with getting started even if your website has already been up and running for a few years. Not sure how to get started optimising your website for organic keywords? Contact us to chat about how you can start improving your organic reach.

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Adwords Marketing

7 Reasons Your Business Needs to Be Using Adwords

7 Reasons Your Business Needs to Be Using Adwords Marketing

In an online world full of clutter, few digital marketing strategies can make you stand out more than Adwords marketing. Not convinced? Read these 7 reasons why your business absolutely needs to be using Adwords!
Google owns 71 percent of the total search market share. Google AdWords is one of the most effective ways to reach these searchers. If you have ever wondered, “should I use Google AdWords,” the statement above sums it up and makes it clear why this is so effective. However, if you are still wondering why investing in AdWords marketing is such a smart investment, you can learn more here.

1. Google AdWords Increases Customers and Leads

Google Analytics is considered one of the best tools for lead generation. If you set up campaigns properly, it provides the potential to send extremely targeted leads right to your website. With Google AdWords, you can also focus on people who are actually searching for what you offer. The ad you create can include your businesses services and products, which means you can keep refining your searches so only those who want to purchase your services or products are led to your website.

2. Measurable and Accountable

When you utilize Google AdWords, you can see exactly how your ads are performing – any time. Unlike certain offline marketing efforts, you will be able to see how many people have viewed your ads, clicked to visit your website or clicked to call you. You can also see the precise number of sales your website has received directly from the ads. With this type of advertising, you have the ability to drive much more than clicks. With this effort, you can attract more customers by driving qualified, new website traffic. This results in an increase in foot traffic, phone calls and eventually, sales and profits.

3. No Click – No Cost

While many people aren’t aware of this, Google AdWords provides an extremely cost-effective method to reach customers who are ready to make a purchase. This is done by targeting the right services and products to the right audience. You only have to pay for using Google AdWords after someone clicks to actually visit your site, purchase your product or call you. The PPC – pay-per-click – model is the ideal option if you want to only pay for quality, qualified leads.

4. It’s a Flexible Marketing Platform

Anyone using Google AdWords on a regular basis will tell you it’s a very flexible marketing platform. It is a sustainable option for all sizes and kinds of organizations. As a result, you can turn internet traffic on and off with this system. This platform is also compatible with many other software systems and marketing platforms. For example, you can download your campaign data and analyze it with Excel spreadsheets. You can customize your campaign to focus on a specific online user or target people in different locations. You can even target people using various devices, and those on different websites that are owned by Google. Another flexible option is the budget you set. Determine how much you are willing to spend, and then set this for your advertising. You can set daily budgets, and limits, as well as dictate the amount you are willing to spend on clicks for certain keywords.

5. Receive a High Return on Your Investment

Unlike other types of marketing strategies, you only have to pay for the ads people are actually clicking on. After you have optimized your Google AdWords campaign, you can begin seeing a high ROI. This usually isn’t possible with other marketing efforts. However, you should remember, this can take time, and you have to figure out what approach best suits you and your business. To get a better picture of what is providing the best results, you need to keep testing and tracking your campaigns. Google AdWords is ideal for this because it is transparent, and the information needed is readily available. When you find parts of your campaign that provide a good ROI, you need to focus your budget and efforts on these areas. If there are certain parts of your campaign that are costing you money, eliminate them.

6. Achieve Fast and Transparent Results

As mentioned before, with Google AdWords you will receive easy-to-understand reports and results about your campaign as soon as it goes live. The dashboard will provide you with all the information needed, related to each of your campaigns, such as the number of ads clicked, the keywords entered by visitors to your website, the cost of your clicks and more. As a result, Google AdWords is a transparent system that doesn’t take you long to learn to use or navigate.

7. Tap into Large, Quality Traffic Sources

Google is one of the largest companies in the entire world. Each day, Google processes more than 40,000 searches per second. As a result, it’s able to send your business a large amount of traffic each day if you have the budget to pay for the traffic. Google takes pride in displaying relevant ads and content to those searching through their services. They continue to change and update their algorithms to produce the most relevant search results and ads available. This offers a positive effect on your business if you are taking advantage of Google AdWords advertising. The fact is, the people sent to you by Google are more likely to become actual customers, to opt-in to your email list, request information or take another action, than other visitors.

Should You Invest in AdWords Marketing?

This is the million-dollar question. However, as illustrated here, AdWords marketing offers a plethora of benefits. So, when answering the question of “will Google AdWords help my business,” the answer is a resounding “YES!” While Google AdWords is a great way to increase site traffic, you can also find out more about direct and organic search on our website. Or contact us to learn more about starting your own AdWords campaign.

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Pay attention to Local Search

7 Reasons to Pay Attention to Local Search

7 Reasons to Pay Attention to Local Search

When it comes to local search, it needs to be your top priority. See why it’s essential to dominate it so you beat out your competition.
When you offer a specialised service, it’s important to pay attention to your location-based clientele. People within your region will be your biggest customers because accessibility is key when making buying decisions. You need to optimize your site to ensure it pops up when people conduct local searches. Not only will site optimization help your search rankings, it will also help you convert leads into customers. Here are some of the biggest reasons why local search is important.

1. Reviews from Local Customers Will Boost Your Sales

A lot of businesses have a so-so attitude towards reviews. On one hand, they can really help your business stand out and attract customers if they’re good. On the other hand, a bunch of negative reviews can be disastrous for your organization. Especially, if they’re the first things people see when they search your company. Websites like Yelp have built an entire business on reviews. Yelp allows people to search for your business to find reviews, pictures, contact and location information. Yelp also uses a star rating system and lists the top rated businesses in the area. People who join Yelp are called Yelpers. They get to create a profile page with their picture and name. They can leave business reviews and photos. The Yelper system gives Yelp credibility. You know the reviews are made by real people who have patronized the business. In addition to Yelp, Google also has a feature that allows customers to leave reviews. Organizations can create a Google “My Business” page to promote their company. Customers can also leave reviews on the business page and post pictures. Reviews also help with search rankings. Google takes your digital imprint into account. If people are talking about your page and visiting your site, they’ll take notice.

2. Location-Specific Keywords Help You Target Customers

Keyword planning and research are going to set your business apart from the competition. Once you’ve found the right keywords, now it’s time to start creating keyword rich content. Avoid keyword stuffing. Keyword stuffing is when webpage content is filled with the same keyword used repetitively in an unnatural way. For example, the keyword “maid service” can be used to show that a company offers cleaning services. If page content features the phrase “maid services” 50 times, then it’s considered keyword stuffing. Google will give you negative rankings for keyword stuffing. Instead, try using a keyword planner to find the right keywords for your business. A keyword planner will show you the search volume for specific keywords. Search volume is the number of hits a keyword or keyword phrase gets. It’s best to rank for a variety of keywords to encourage web traffic to your site.

3. Google Local Pack Displays Local Businesses on the First Search Page

The Google Local Pack is a list of local businesses that are displayed underneath a map on the first results page. The Local Pack shows the business’ name, location, and business hours. It will also list the number of Google reviews your business has. The Local Pack used to display several entries but Google changed the display. The biggest reason for the change was mobile optimization. Several entries couldn’t be displayed comfortably on a mobile device. The key to getting your business into the Local Pack is consistency. Your business’ contact information should be clearly displayed on your website and on other websites and directories. Make sure your contact information is registered with the local Chamber of Commerce and other community organizations. Google trusts these sites and it’s more likely to promote your business if you’re linked to these networks.

4. Reputation Management is Vital to Business Growth

In all honesty, your business is only as good as its reputation. Poor reviews and ratings will not lead to new sales or customers. When you’re business receives poor reviews, it’s time to start analyzing company culture and productivity. It can be hard to thoroughly access your business when you’re fully engrossed in the company, so the best way to see how customers feel is to interact with them. Conduct surveys and let the customers tell you what you can improve on. You should also interact with customers online and through social media. If you’ve created a Google My Business page or Yelp listing, you can respond to customer complaints. Openly interacting with angry customers online in a respectful manner makes you look good. Potential customers see that you have the right customer service skills and attitude to remedy uncomfortable situations. A positive online persona can help you win over users conducting a local search.

5. Most Users Conduct Local Searches on Their Phone

Google changed their entire display format for a reason. In 2015, research showed that people conducted more mobile searches than desktop searches. In this high-paced environment, people need to access information when on the go. They don’t have time to go to a desktop or wait for a website to load. Americans spend approximately 87 hours per month browsing their smartphones, so the majority of their local searchers will be from their phones. Mobile optimized sites perform better within searches and get higher rankings from Google. How do you optimize your site for mobile devices? You improve the user experience through faster page loading times, incorporating fluid layouts, and designing web content for touchscreens.

6. The Majority of Your Customers Will be Local Residents

Service-based industries such as food services thrive from local support. The fact remains that most of your customers will live within a 25-mile radius of your business. That’s enough reason to make them a priority. Their proximity increases the chances they’ll be repeat customers. If they enjoy your service, they’ll also encourage their nearby friends and relatives to support your business.

7. Link-Building Helps You Gain Relevancy

One of the best things link-building does is build local traffic. When local sites and influencers post links on their page to your website, it boosts your search rankings and drives new traffic to your site. But link-building can turn into keyword stuffing if it isn’t done properly. You need to reach out to the local newspaper, journalists, bloggers, and critics to encourage them to write about your company. Try hosting a mixer or another event and invite local influencers. Once they start talking about your company, it will create some internet buzz and new site visits. You can also post coupon offers on deal sites like Groupon. Most Groupon users conduct local searches and will patronize your business if they see a good discount. Groupon also offers links back to your website, so it’s a great link-building resource.

Conclusion

If you need help building the right local search strategy, Felicity Jane Digital can help! Contact us today to start a conversation about taking your business to the next level.

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