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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Internet + Humanity // What would it mean for humans to become data?

“I’m not comfortable with my body, so I want to get rid of it. This thing. All the arms and legs and every single bit of it. I don’t want to be flesh. I’m going to escape this thing and become digital. I want to live my life forever as information.”

Bethany, the Years and Years transhumanist character, demonstrates the conundrum posed by merging human and machine. The short video presented outlined Bethany’s desire to live eternally as information:

Two parents are worried. Their teenage daughter Bethany has been hiding behind a 3D animated emoji mask and has scheduled a talk with them. Trying to figure out what they’re up against, they sneak a peek at her internet searches. When they discover that she’s been searching for information about being trans, they’re relieved; they can handle a transgender child.

Except when it comes time for their talk, Bethany tells her parents she’s transhuman and that she wants to “live forever as information.” 

This set the scene for the night’s conversation with an incredible array of more than suitably qualified people to lead the discussions:

A strange new world

How do we address the issue of being more online than not? What happens when we blend our bodies with technology? And how and where are the ethicists who are ensuring we actually consider the impacts of our actions?

Is technology evil? We all know that technology is changing at a pace that is difficult to keep up with .. especially when we are trying to keep up with our busier and busier day-to-day lives.

Humans opened the Pandora’s box of merging technology and biology a long time ago, and we’re now speeding head-on into the consequences, despite not knowing what humanity will become.

Integrating bionics into humans holds out the prospect of fuller participation by people with previously untreatable conditions.

The belief that humans should use technology to escape suffering and to expand human abilities is now real. Benjamin Richards, the Executive Producer at Apothecary Films, shared an example of VR being used by paraplegics where they could see their limbs move which in turn created new neural pathways, to the extent that some patients regained bladder control and in some cases increased muscle strength to allow them to drive.

The use of technology to enhance life can also be seen in this video – grab your tissues and watch (your first assumptions will be challenged): (https://www.youtube.com/watch?v=XPluc5BJNlE&feature=youtu.be

How do we regulate the speed of change to ensure policy and ethical issues are considered before it’s too late?

We need to remember that technology itself is neutral, but in the hands of humans, it can be the vehicle for destruction or for deliverance.  

Depending on who wields it and how, technology can be or do just about anything. That also means that those who wield it can be or do just about anything. 

So how do we ensure that we understand the consequences of new digital and tech developments? No one knows what it would mean for humans to become data or to exist forever in the cloud, but we do know that such an advancement would fundamentally change humanity. That’s neither inherently good nor inherently bad; change is constant and inevitable. 

We need to SLOW. THINGS. DOWN.

This was the sentiment across the panel. The ethicists need time to consider the consequences of new digital and tech developments. And if we continue to push and develop at the rates we have seen in recent years, we do not allow time for that consideration.

The panel noted that there is some relief knowing that companies like Apple are slowing down some of their release timelines on things like wearables. Despite having over 1000 engineers working on these products, the delay is, in fact, good as it allows policymakers and ethics-implementers time to catch up pre-law and regulate products before mass-adoption.

We also need to take the rose coloured glasses off and think about what happens when the tech goes wrong. How is it regulated? And how do companies adhere to ethics that haven’t yet been articulated?

On hope for the future

How do we ensure we create a future that is for the greater good rather than one that lines the pockets of the few (especially when we know companies like Google have removed their “do no evil” mantra)?

On this Fiona Kerr, Founder and CEO at The NeuroTech Institute, very eloquently suggested that perhaps we need to simply start with the human-centric questions. If we start with a positive question and look at how technology can assist us in finding the answer we will succeed.

If we start with “how can we make more money” or “how can we build a mass scaling product” … we are doomed to fail.

Dimity Dornan, Executive Director & Founder at Hear and Say / Bionics Queensland, reinforced the sentiment of technology for good when she said:

“If you are ever worried about whether tech is good or evil, you simply need to watch the face of a deaf child who (thanks to bionic implants) hears the sound of their parent’s voice for the first time.

We all have our own perceptions of technology and its place in the world, mine were somewhat sci-fi stereotypical. I think we all need to take the time to rethink the direction, drivers and impact of technology on how we think. We should be willing to look for new solutions and more nuanced consideration of how our future lives will be impacted so that we can help steer things in a positive direction.

……..

Thank you to Ben Johnston, CEO of Joseph Mark for both hosting and moderating the event.

Thank you to Lisa and her team at Bright Humans for creating the Night Nomad series.

Thank you to the panelists who are truly incredible in their respective fields.

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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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Direct vs Natural Search

Direct Vs. Organic Search: What’s the Difference?

Direct Vs. Organic Search: What’s the Difference?

When it comes to direct and organic search, what makes them different from each other? Learn about which one you should be focusing on and how they differ.
In the past, differentiating direct and organic search was simple. According to many, direct traffic was when a person arrived on a website by typing the URL into their web browser. Organic traffic was when they arrive on a website via a search engine. While the above is correct, to understand all the insights from web traffic, it’s important to delve a little deeper into the topic. Before looking at the difference between the two, let’s learn a bit more about traffic sources.

Understanding Traffic Sources

There are various traffic sources and all these have different classifications. Web analytics platforms use an algorithm to determine the source of the traffic. Here are the different sources:

Social

Social traffic is when a visitor arrives on a page through a social network. For example, they may click on a link from their Facebook, LinkedIn, or Twitter feed.

Referral

Referral traffic happens when a person arrives on your website without going through a major search engine. They could arrive on a page by clicking on a link within a blog, for example.

Paid Search

A paid search is when a person arrives on a website by clicking on one of the paid ads on search engines. Google Adwords is one of the most popular paid search platforms.

Email

Email traffic is when a person arrives on your website because of successful email marketing.

Direct Traffic

Direct traffic is when the source is unknown. This could include a visitor typing in your specific URL into their web browser. It could also be by clicking on a bookmarked link.

Organic Traffic

Organic traffic is when a visitor arrives on your website via a search engine. This does not include the paid ads seen at the top of search engine results.

Tracking

The key difference between direct and organic search is tracking. According to Google, direct visits don’t have tracking information. They don’t have a referring source. In short, analytics platforms can’t track them through a search engine or any other source. Organic traffic comes from a search engine or other entity. These are non-paid visits.

Security

Tracking is a key differentiator between a direct and an organic search. But, security also affects how web traffic is categorized. Last year, Google started prioritizing security to rank websites. Today, websites not prefaced by HTTPS can’t be tracked. And, if analytics can’t track the website, the traffic towards these sites is classified as direct regardless. As you can imagine, companies of all kinds are now fighting to have an HTTPS preface to improve traffic.

Privacy Settings

Aside from tracking and security, privacy also helps define traffic. But, this factor is in the hands of the user. This is because a user can change the privacy settings on their browser. With just one click, your browser can stop reporting where traffic comes from. Now, Google has encrypted keyword data as an extra privacy measure. If one of your website visitors is logged into their Google account, you won’t be able to see which keywords they used to arrive on your website. Unfortunately, these new privacy settings have led to many organic searches being marked as direct traffic. This also applies to Apple iOS 6 users because the operating system changed its privacy settings as well. This means any Google searches undertaken on the Safari browser will classify as direct traffic. This is regardless of whether it is an organic search or not.

Direct Traffic

To summarize, direct searches are visits with no referring website. These are searches that do not link to other websites. For example, direct traffic doesn’t come from search engines, social media pages, email marketing, and so on. The most common type of direct traffic is when a visitor types in a URL into their web browser. Also, it could be when a person clicks on a bookmarked link on their browser. Today, direct traffic is on the rise. Here are some common reasons for this.

Employee Traffic

Your employees visit your website for work purposes. But, more likely than not, they don’t have their IP address filtered from web analytics. This increases your direct traffic. But, the traffic is less valuable as it is not a reflection of the number of customers visiting your website.

Customer Portal Traffic

If you have a customer portal or intranet, you may experience high levels of direct traffic. While you shouldn’t filter out this traffic altogether, you can change your viewing options on Google Analytics. This will enable you to view your analytics without this source of traffic.

Email Traffic

While email traffic is organic, your analytics may confuse it with direct traffic. Often, clicks from Thunderbird and Outlook pass through the radar as direct traffic. The only way to identify this problem is to look at spikes in direct traffic when you undertake an email marketing campaign.

Real Direct Traffic

This is when people enter your URL into their web browser. This is real direct traffic. It shows that your customers already know your company.

Organic Traffic

Inbound marketing works towards increasing organic traffic. This type of traffic occurs when a visitor arrives on your website through a search engine such as Google. Organic traffic does not include paid ads. These types of ads are often seen at the top of a Google search page. They have the word “Ad” in front of the URL on Google. An organic search derives from Search Engine Optimization (SEO). With this in mind, you have to rank for competitive and long tail keywords relevant to your industry. With the right content and SEO, you will see a steady growth in organic traffic. Google also uses 200 other ranking factors to determine the highest value websites. Some of these include but are not limited to:
  • Domain age and history
  • The quality of your content
  • The length of your content
  • The keyword density in your content
  • How easy it is to read your content
  • The loading speed
  • Image optimization

Direct and Organic Search Wrap Up

Understanding direct and organic search volumes is key to determining your future marketing initiatives. By tracking results you can translate these into new campaigns and efforts to increase your return on investment. The key to using these results is to track your searches over a long period of time. This will allow you to identify trends and areas for improvement. To find out more marketing tips that will help your business grow, visit our blog today!

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internet marketing

Dynamic Relationship Between SEO and Digital Marketing

Understanding the Dynamic Relationship Between SEO and Digital Marketing

SEO and digital marketing can work hand in hand in helping your business become a visible, lucrative venture. Here’s how they assist each other.
What’s the difference between SEO and digital marketing? How are they similar and what can they do for your business? Digital marketing is a growing, projected to grow into a $306-billion industry. With more and more businesses in need of a better online presence, digital marketing becomes a need. SEO and digital marketing go hand in hand since both use a lot of similar functions and skills. Most digital marketing efforts include core SEO tactics to their strategy. You can say that the relationship between the two is collaborative. Let’s discuss the relationship between digital marketing and SEO further.

How SEO and Digital Marketing Work Together

A lot of people think that SEO and digital marketing are the same. The truth is that they’re two separate things. SEO experts have the knowledge to make websites better through organic search traffic. Digital marketing uses electronic media to improve the company’s exposure. Digital marketing specialists partner up with SEO Experts to help in their advertising campaign. They use SEO as a tool to attract more customers to the businesses they’re promoting. SEO is an important aspect of digital marketing. It’s one of the many tools used in digital marketing. Some of the other strategies used in digital marketing include:
  • Email marketing
  • SMS marketing
  • Online advertisements
These marketing strategies become greater when coupled with SEO strategies. That’s why the latest trends lean more towards the integration of digital marketing and SEO techniques. If the trend continues, it won’t be long until the two merge together. Businesses in the past thought SEO was enough to gain an online presence. But with the growth of social media and mobile devices, it now takes more than that to reach your market. To become more competitive, you need to use digital marketing alongside SEO strategies.

SEO and Digital Marketing Integration

The strategies involved in SEO changes all the time. The reason is that search engines like Google and Yahoo update their methods to rank sites. The most recent changes involve incorporating digital marketing into the mix. The new strategy rising from this trend is Search Marketing Integration (SMI). It’s the product of the search engines’ progress toward perfecting the ways to measure website value. The main criteria they use are content quality and relevance. Digital marketing and SEO overlap to revolutionize the way you approach marketing. It combines the best practices and strategies of both. That way, you have an edge over your competitors.

Common SEO and Digital Marketing Collaborations

SEO is a must in a lot of digital marketing campaigns. The SEO approach has changed to become more holistic over the past years. It collaborates with digital marketing disciplines such as:

Social Media Marketing

The growth of social media marketing spiked these past years. Businesses spent approximately $19.3 billion in 2017, making it one of the most prominent digital marketing strategies. When integrated with SEO, the social shares help generate natural backlinks to your website and content. Make an SEO strategy that fits your social media program to get the maximum benefits of SEO. The social shares help you know whether or not your strategy works. If you’re a small business, try focusing more on local social media marketing. Google places a lot of value on locality, and social media platforms give you a place to interact with your local communities. Combine SEO and digital marketing strategies to help your brand gain more followers and trust. Consider keeping up with local events to stay relevant with your community.

Content Strategy

As search engines improve their algorithms, it becomes clearer that content is king. It’s an important SEO strategy to make websites rank higher in the search engine results page. Make a strong content strategy that combines with SEO to raise your business conversions and increase your brand’s authority.

Paid Search

If you’re using paid search, you need to incorporate SEO strategies to make the expense worthwhile. SEO can help optimize the landing pages, the proper keywords, and content strategy that improves paid search. When you combine SEO and content marketing, you can gain organic traffic more.

Conversion

If you combine SEO with digital marketing conversion tactics, you can get more organic traffic to your business. Make the best customer experience by using SEO best processes to give them a good content journey. Ensure that you use SEO and digital marketing to understand your users and adjust your website accordingly.

PR and Brand Mention Strategies

Your PR team can collaborate with SEO experts to help with brand mentions. It helps increase your business’s online presence and make it more visible to search engines. You shouldn’t take online reputation management for granted.

Website Development

Your website’s optimization determines your online presence. SEO is important to web development because it helps optimize load times and mobile responsiveness. Web developers can learn a lot from SEO experts especially when they need to adapt to the newer technologies. When collaborating with web development, SEO makes it easier for you to have a user-friendly website with clear navigation and optimized Meta tags. It helps your content have a balanced keyword density while ensuring it’s relevant and consistent. SEO’s best practices help your marketing campaign have unique and non-plagiarized content without stuffing it with keywords.

Discover Digital Marketing and SEO Benefits Today!

Combining digital marketing and SEO can help your business stay competitive and relevant. The relationship between these two is collaborative, but you can say that SEO is a subset of digital marketing. SEO allows you to use the required keywords and best practices to help you rank higher in search engine results. It works in sync with digital marketing through content creation that you can share on your website and your social media platforms. It helps in the digital marketing campaign effort that gives your business the exposure it needs to gain customers and sales. Putting these strategies together help you serve customers better and make them come back for more. Using both for optimization helps build brand loyalty and customer retention. Not sure how to implement them together? Do you need SEO and web design help? Contact us today and we can help you out!

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Local SEO tips

6 Local SEO Strategies for Traffic and Lead Generation

6 Local SEO Strategies for Traffic and Lead Generation

Using local SEO strategies can help to grow your traffic and boost lead generation. Keep on reading to learn effective SEO techniques that work.
Did you know that if somebody looks for you on their phone, and finds your business, they will most likely visit or call you within the next 24 hours? This is why your local SEO strategies need to be airtight. It’s very easy to do your own SEO optimization these days. But it’s incredibly difficult to do it correctly. First of all, you need local SEO strategies that work in 2018, not 2011. So let’s take a look at how to win the local SEO war, and turn the traffic into leads.

How to Instantly Beat 50% of the Businesses Out There

You’re not going to believe this, but there is a free, 15-minute task that can put you above half of the businesses out there today. Make sure Google My Business has your most recent business information. This is so incredibly simple and completely free to update. And yet, 50% of surveyed businesses admit that their Google My Information business is either inaccurate or incomplete. This is basically gift wrapping valuable local SEO traffic to competition that is more on the ball. So take the five minutes to ensure that Google has your most up-to-date and accurate business address, hours of operation, products or services, customer reviews, and photos.

Don’t Mistake PPC for SEO

A lot of business owners will buy paper click PPC ads to try to help their local SCO strategy and optimization. These are actually two completely different things. It seems counterintuitive, you are buying these ads from Google, so you would think they would help your organic ranking with Google. There is no data to prove this. Try to think of it this way: PPC is paid traffic that you buy through bidding on keywords. SEO is earning organic traffic by optimizing keywords. PPC ads are a great way to show up in local searches and send traffic to your website, to hopefully convert into a qualified sales lead. Which is great. Just don’t assume it’s going to help your organic rankings.

How to Convert Paid Clicks Into Leads

Contrary to popular believe, you don’t half to spend the most money to have the most success from your PPC ads. You can see better results by being a bit smarter and more strategic. Let’s say your competition is outspending you, so they have the number one position when people Google your business. That number one spot is not guaranteed to get the click from the searcher. More people will click your ad if it’s better written, and speaks directly to their pain point. Your ad copy needs to strike in emotional cord with them in the headline, then inspire them to click with a compelling offer in the second line. And if you do that better than the other guys, people will choose your ad over theirs. Bonus Tip: One of the biggest mistakes that businesses make in their local SEO strategies is sending their traffic to a generic landing page. Make sure you set up a dedicated landing page for each PPC campaign, so you can:
  • Measure the true performance of this ad, and make adjustments
  • Match the messaging and offer to exactly what the actual ad said
If the ad promised a 14-day free trial, but the landing page makes no mention of it, you will lose the click because the reader will assume they’re in the wrong place. or that they’re the victim of a bait and switch offer.

How to Turn Your Blog into a SEO and Lead Goldmine

A blog should be the most important part of everybody’s local SEO strategies, but it is one of the most miss used tools in the world of digital marketing. The SEO value of your blog has never been higher. Google wants organic content like this. In fact, websites that have a blog have 434% more indexed pages than non-blog sites.

Write About the Right Things

Clearly, the first thing you need to do is write about things that will generate the most traffic. Most businesses today right about themselves, and promote their various events, products, services, or promotions. People don’t care. They want to click on and read something that has actual value to them. So you need to find out the questions they need answered and the problems that are keeping them up at night. That’s what you should blog about. Go on social media and sites like Quora and Reddit to find the questions that people are asking about your industry. Now take those exact questions, word-for-word, and turn them into block titles. These are actually what you call longtail keywords. Because they are the long questions that people are asking Siri, Alexa, and Google. You want your business’ blog to be the answer to these questions.

Is Your Blog Set Up to Generate Leads?

A lot of businesses struggle with a blog that generates pretty good traffic, but produces no leads. That’s probably because they are not giving their reader a clear next step. Your reader had a question, came to your blog, read the whole thing, and got an answer. Now you have their trust in their attention so you need a call-to-action (CTA) to turn them into a lead. That CTA could be to:
  • Fill out the lead form on the right
  • Click to read more blogs
  • Join our mailing list
  • Leave a comment
You can’t waste this click. You’ve captured their attention, now you need to capture their contact information so you can get them to buy today, or nurture this lead with re-marketing efforts. If you ask them to do nothing at the end of a blog, that’s exactly what they’ll do. And then they’re gone forever.

Ready to Talk About Your Local SEO Strategies

Felicity Jane utilises her background skills in psychology, marketing, IT, graphic design and urban and regional planning, to bring real world solutions to clients. How can she help you? Click here to find out.

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How we manage YOUR SEO needs

How can we help you with your LOCAL SEO?

The importance and value of SEO are well documented. Local SEO is, however, yet to be fully exploited. In fact, only 44% of businesses have laid claim to their Google My Business local listing. The few who employ local SEO strategies are raking in huge profits. A Recent survey shows local searches make up 46% of all Google searches with 78% of all local mobile searches resulting in a purchase. We help businesses, like yours, to enjoy the benefits of all manner of SEO strategies. Our aim is to help you see your enterprise rank high in search engines (Google, Bing, e.t.c) and, online directories (Citysearch, Yelp, e.t.c). Local directory marketing boasts of the highest conversion rates of any advertising tool. The rate is as high as 50% in some popular directories. So, according to the statistics mentioned so far, good local SEO will help you i. Increase the number of visitors to your site. ii. Convert close to half of the visitors into customers.

How Do We Help Your LOCAL SEO Rankings?

Before working with any business, we usually consider two things. i. Have you claimed your local listings? If the answer is yes, we go to part two below. If it is no, we help you claim the listings. Local SEO begins with controlling your local listings. ii. Does your business have duplicate listings? If the answer is no, we roll out the main SEO process outlined below. In the case of duplicate listings, however, we get rid of the additional listings. Duplicate listings confuse both customers and search engines. The confusion affects ranking and consumer trust. When these two issues are resolved, we roll out the

Main steps of our SEO strategies.

Baseline And Future Goals.

We understand just how far good Search Engine Optimization can push a business. The first step is to determine where you rank and where we can take you in about five months. The idea is to rank you as high as possible. Good local listing, for example, exposes you to the 71% of clients who look up businesses before visiting them. One thing to understand is that some unchangeable factors may determine just how far you rank. One such factor is industry centers. When similar businesses in a locality occur clustered together, Google interprets the clusters to be an industry center. The closer a business is to such a cluster, the higher Google ranks it. No amount of content and local SEO strategy may change that fact. The two, however, still guarantee you of better ranking despite the fact.

Content Is Still King.

Localized content speaks to local clients in a manner they can associate with. Nothing builds trust faster. We carry out extensive keyword research and use our experience with Google’s search algorithms to help your rank. Below are other strategies we employ to help your content convert.

NAP Synchronization

NAP (Name Address Phone) synchronization is another approach we use at this stage. The NAP in your listings should match what you submitted to Google and any other body. Having different NAPs for your business across different forums has the same effect as duplicate listings. Finally, the appearance of NAP on every page of your site also helps content to convert.

Data Aggregators

Data Aggregators are entities that compile data on local businesses from various sources. They rationalize the data to come up with clean and accurate representations of the business environment. The aggregators are important because they are responsible for availing the data to search engines, at a fee. We help you submit your data to aggregators. The result is more control over the type of data available to search engines.

Structured Data Markup/ Schema Markup

Schemas are fairly new SEO advancements. Only 31.3% of websites are using schema markup. They are technical and why you should use an expert for your SEO needs. Schemas are codes that help Google spiders analyze a page quickly. Google algorithms have a preference for sites with the schema. Employing them helps our clients rank higher than their competitors. For purposes of professionalism, however, we only offer our services to one business per category in any given region. This way, we ensure our clients enjoy solid leads over the competition.

Encourage Reviews

You can never have too many citations. Reviews form the most important citations. 72% of people trust online reviews. They give them the same validity as a personal recommendation from a trusted friend. The more reviews you have, the better your rank. Good reviews are the main objective. This means that your business should deliver exactly what is promised. We give advice on how to offer services that attract positive reviews. 52% of clients are moved to make a purchase by positive reviews. No matter the importance and value of SEO, product delivery remains key if you are to succeed. Get people talking nice about your business, and more people will come. Our SEO strategies will only bring clients to you, maintaining them is entirely up to your delivery. Good reviews and content will eventually help build your business a vast amount of backlinks. Links back to your site are ranking gold. They improve ranking faster than even the black-hat tricks out there.

Continued Health Analysis Of Progress

When all is in place, we check how well you rank. SEO is a race that more and more people are getting into. You may rank well today and lose the position tomorrow. This fact has led our company to continually assess the progress of clients. It is not always just a matter of improving your ranking. The idea is to maintain the high ranking. Google, for example, continually updates its search algorithms. What works today may not work tomorrow. Our team of experts is always on the lookout for any such developments. This is another reason why you should avoid trusting your computer guy with your SEO needs and why you should use an expert. Finally, the entire process of SEO and local SEO strategies is a long one. The above steps are not meant to highlight the entire process. Instead, it is an overview of the main steps in a way intended to educate and build your confidence in the process. We would love to help you rank in the LOCAL map pack .. get in touch jane@felicityjane.com.au

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SEO to get traffic to your website

What is Organic Search Traffic and Why Do You Need It

What Organic Search Traffic is and Why You Need It

SEO is at the heart of any good website’s advertising efforts. But do you know what organic search traffic is and why it matters?

Read on to find out! Want to grow your website and engage readers? Struggling to get more clients and sales? If so, good SEO is a must! This acronym stands for search engine optimization. Its goal is to drive traffic to your website and boost your online presence. Unlike pay-per-click advertising, SEO doesn’t require you to pay for traffic. It’s all about optimizing your pages for readers and search engines alike. The results don’t come overnight, but they will last. Organic search accounts for about 51 percent of all traffic. Paid search, by comparison, makes up just 10 percent of traffic. If your site is well-optimized, customers will easily find it in search results. Before going any further, let’s see what organic search traffic is and why it matters:

What’s Organic Search Traffic All About?

When Internet users search for products or information online, they have two options. They can either access the first sites listed in search results, or click on paid ads. The websites listed on the first page in search results receive the most traffic. At a closer look, you can see that they include the terms used in your search. Moreover, the content is relevant and to the point. Let’s say you’re searching for a new mobile phone. Most likely, you’ll use terms like “best mobile phones,” “cheap mobile phones,” or “2017 mobile phone.” The first websites that show up on Google redirect users to popular online stores, such as Amazon. If you access the third or fourth page, you’ll find smaller stores and sites with lots of pop-ups and poor structure. Thus, it makes sense to buy from the sites listed first in search results. A web page that provides quality content will naturally rank higher than one with poorly written content. Besides website copy, there are other factors that influence your rankings. These include website navigation, proper keywords, metadata, and more. To get organic search traffic, it’s necessary to consider all of these factors. Quality content, for instance, cannot offset the damage caused by bad linking or pop-ups.

What Are the Most Important Most Important Google Ranking Factors?

SEO is all about optimizing your pages and content for the search engines. This will result in more traffic, sales, and brand awareness. As a business owner, it’s your responsibility to drive customers to your site. You need to build quality links, remove bad links, and write content that’s relevant to your niche. Quality content and links are the primary factors based on which Google ranks your site for organic search traffic. According to a study by Moz and Buzzsumo, long-form content gets more links and shares than shorter posts. Ideally, your articles should have at least 1,000 words. Google uses over 200 ranking factors to determine which websites provide the greatest value. Let’s see the most important ones:
  • Domain age and history
  • Keyword density
  • Content quality
  • Content length
  • Duplicate content
  • Reading level
  • Page loading speed
  • Image optimization
  • Link quality and relevancy
  • Canonical tags
  • Mobile responsiveness
  • Country TLD extension
  • Site architecture
  • Number of outbound links
  • Broken links
  • Affiliate links
  • URL length
  • User-friendly layout
  • Breadcrumb navigation
For instance, websites that have SSL certificates are perceived as more trustworthy. The same goes for those with older domain names and lots of social shares. According to Google’s support blog, your website must provide original, quality content to rank high on search results. Sites with too many broken links and duplicate posts are often penalised by the search engines. Another factor to consider is mobile responsiveness. Web pages that are not optimized for mobile devices may not rank as high. Today, more and more people are browsing the Web from their smartphones or tablets. Any of them is a potential client. Thus, it’s vital to optimize your website for mobile devices. This will lead to increased organic search traffic and more revenue. On top of that, it will boost your online exposure and strengthen your brand.

Why Is Organic Traffic Important to Your Business?

Wonder why you should use SEO rather than paying for traffic? Well, organic search traffic has its perks. First of all, it’s long-lasting. With pay-per-click (PPC), you’ll only get traffic fast, but the numbers will drop as soon as you stop paying for ads. SEO, on the other hand, has a lasting impact on your traffic stats. Secondly, organic search traffic involves lower costs. You can optimize your pages yourself, or hire an expert. Either way, it’s cheaper than PPC. For example, you can cover the basics, such as content writing. Ask an SEO expert to handle the technical aspects. This will significantly lower your costs. Thirdly, websites that attract organic traffic are perceived as having more authority. Their pages offer quality content and have a clear structure that users can easily follow. In the long run, organic search traffic can boost your online presence and drive massive sales. It provides a high return on investment and reflects positively on your brand. Additionally, well-optimized sites offer a better user experience. They’re easy to navigate and contain relevant keywords, which help keep customers engaged. Let’s say your company sells sports equipment. When people search for words like “running shoes” or “training gloves,” they will find your website on the first page of Google. Good SEO places your business directly in front of buyers. Compared to traditional marketing channels, SEO is more affordable and effective. It allows you to laser-target your audience and to build a powerful brand. Moreover, it boosts your credibility and online reputation.

Organic Traffic – The Key to Business Growth

Whether you want to increase sales or establish yourself as an industry expert, organic search traffic can help. It’s a proven way to attract prospects and turn them into customers. Even if you only have a blog, you still need organic search traffic. Without it, users won’t be able to find your pages and check the content. What’s the point in writing great posts if no one can read them? What are your top strategies to drive website traffic? Do you prefer SEO, PPC, or both? Share your tips below!

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SEO for Brisbane Local Businesses

7 Reasons to Maximise Your Local SEO in Brisbane

7 Reasons to Maximise Your Local SEO in Brisbane

Local SEO in Brisbane is essential to staying ahead of your competition. Learn how your business can benefit by emphasising local SEO in your marketing. Is local SEO a hurdle for your business? It doesn’t have to be. When done right, optimizing your website for local searches can increase brand awareness, get more customers through your doors, and boost your profits. The best part: you don’t need a marketing degree to make it work for you. Here are seven reasons to use local SEO in Brisbane to maximise your company’s success.

Higher Search Rankings

If your business isn’t on the first page of a search engine query for your keyword, it doesn’t matter how great your business is. Your website probably isn’t going to be seen. Research shows that 75 percent of users don’t even scroll past the first page of their Google search results. In order to achieve the bare minimum goal of visibility, long-tail keywords are your friend. Long-tail keywords are basically ultra-specific, niched down versions of your basic keywords. For example, for this website, a root keyword could be “SEO.” Using geotargeting, an effective long-tail keyword might be something like “SEO in Brisbane” or “local SEO Sunshine Coast.” This eliminates a ton of competition who are likely located elsewhere (and therefore aren’t the best matches for the potential customer) but would rank higher than you on Google. Don’t forget to use those keywords in your meta tags, too. That’s what users will see on their search page as a preview of your site, and it will seriously boost your rankings if that includes your long-tail keyword as well. Include it as close to the beginning of your text as possible for maximum benefit.

Reaches Mobile Users

When you use your mobile phone to run a search, Google automatically does some geotargeting for you based on your location. That’s why, if you’re out of town and run a search for places to eat on your mobile, Google will ask if you’d like to use location-based services, and you’ll get results based on what’s nearby without even having to get specific in the search bar. Over half of all searches now take place on a mobile device. If you’re going to get the exposure you need, especially with customers near enough to be interested in purchasing your product or service, you need to make sure your site is optimized accordingly. Using a responsive design for your website isn’t optional anymore. It’s a huge factor in whether Google is going to give you a good ranking, and if your site is difficult or confusing to use on a mobile device, your potential customer is immediately going to hit the “back” button in a rush to get back to a friendlier interface. There are other potential issues to consider as well. Take care not to use image sizes that are too large for smooth mobile viewing, and could increase loading times (another surefire way to drive your user away from your site). And be conscious of how you format videos and other media — Flash isn’t usable on most mobile browsers. Try a different method to make sure your content is visible to most of your viewers, like HTML5 and/or JavaScript.

Maximises Pay-Per-Click Advertising

If you’re using AdWords to maximise your Google visibility, you have the power to make sure you don’t spend your marketing budget on people who have no need for your website or services. AdWords gives you the ability to tailor your ad precisely to your target customer persona. If you’re using local SEO, that should absolutely include location. If you own a sandwich shop in Melbourne, there’s no reason you should be paying for someone in Queensland to see your advertisement. PPC advertising can also optimize your keywords in a clever way. Mobile searches are the exception to the long-tail keyword rule, and shorter words and phrases are often more effective on mobile searches (like “SEO” instead of “SEO in Brisbane”). You can categorize which keywords you use in your campaign based on device, which allows you to use your long-tail phrase for a desktop, and shorter ones in a mobile search, when location is already a factor.

Easy-to-use Tools

If your company hasn’t claimed its Google My Business listing (and 56 percent of businesses haven’t), you could be seriously missing out. This is the tool that creates a map of nearby businesses on your search results page. It’s how Google verifies details about your company in order to provide up-to-date information for its users, like hours, address, and contact information. Customers are twice as likely to consider your business to be reputable if you have a complete Google listing. And best of all, it’s absolutely free. Bing Places for Business is Bing’s equivalent program, and you should absolutely take advantage of that, too. Other easy tools include directories like Yelp, Superpages, YP. Knowing what options are available for local SEO in Brisbane can maximize your brand awareness.

Boosts Profits

Local SEO is a nearly-guaranteed way to increase your revenue. 97 percent of consumers start their sales process online, largely with a search engine query. And in terms of mobile users, 88 percent of users who search for a nearby business will make contact or visit their store within 24 hours. The window to access these users is huge and wide open for your business. By making sure your local SEO is optimized for any user on any device, you’ll have increased visibility, and with it, increased sales.

Incentive-based Marketing Campaigns

When you’re making sure that most local customers are seeing your web content, it becomes that much easier to give them a slight push through your door. Offering coupons and deals for your social media fans and website visitors will help to draw customers to your business even more consistently after you pop up on their web searches. This will have a couple of benefits for your business. First, customers using a coupon outspend those without by 24 percent, adding a natural boost to your revenue. Having a tangible way to directly link a coupon-carrying customer to your website is also a way to measure ROI from your local SEO campaign.

Easy To Track KPI

There are several ways to track key performance indicators (KPI) when you’re using local SEO. This will give you a measurement of how effective your campaign is, and provide accurate results. Checking your rankings on both search engines and local directories will show you how likely you are to be seen. As you move up the ranks, you’ll know that your efforts are working. If not, you’ll know that it’s time to go back to the drawing board. If you’re using a web data tracker (and you absolutely should be), you can see where your traffic is coming from, and which sources are most consistent. You can use that information to niche down your target audience even more and tailor your content accordingly. There are so many reasons to make sure your content is optimized for local searches. For more information on SEO in Brisbane, check out our blog.

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