Author Archives: BeOnTop
If you’re the owner of a small to medium business these days you almost certainly have multiple online business listings. But a lot of SMB’s fail to realize that there could be dozens of listings for their business out there on the web that they didn’t even create. What’s worse, you have no control over these listings and they can say anything they want about your business, unless you take the time to claim them as your own.
You might think it’s a time consuming hassle to track down all your business listings and then go through the process of claiming them. But the fact is that claiming a listing is usually a free and simple procedure, there are many benefits to doing so, and potentially some very serious consequences if you don’t. Here’s a quick look at some great reasons you should be claiming your online business listings.
Google Ads, in essence, is basically a mini online ad campaign in your pocket for local businesses – it’s effective, simple to use, and it won’t break your bank (if managed correctly). This digital marketing powerhouse is essential to as an advertising strategy for any small business. Learn how to make the most of Google Ads with these tips and tricks for how to best use this powerful tool.
Small businesses need to do different things compared to large business when running a PPC campaign. They generally need to be more specific with location and keyword targeting as the maximum budget will be lower than larger businesses. This also ensures that a higher percentage of those that click on the ads will convert, which can help you meet your overall PPC goals. Let’s take a closer look at some great advertising tips for small businesses.
Tip #1: Target Specific Keywords
Taking your Google Ads marketing campaign to your target audience is easy to do. One of your campaign goals should be to increase the percentage of conversions that come from impressions (think quality, not quantity). The aim should be to narrow your target reach so the potential customers you reach will convert. This is done to ensure your marketing budget is not used up by unwanted clicks, and is especially important when you have a limited budget. Use the keyword match types of phrase match or exact match to narrow down the search terms your ads will show for. For example, if your company sells certain types of high-quality garden herb plants, use phrases like “organic garden herb plants”, “culinary herb plants”, and “sweet basil seed packet” instead of “garden plants”.
Tip #2: Use The Negative Keyword Feature
Optimizing your keyword list is crucial for the success of your PPC campaign so you don’t spend your daily budget all at once. Negative keywords are keywords that you can exclude from search terms from your campaigns. These help you focus on keywords that your customers actually search for and should always be included as part of your optimized keyword list.
Tip #3: Use Location Specific Targeting
The location you want your ads to appear in can be specifically targeted within the Ads settings. This ensures your target audience is directly addressed and the keyword searches help get the right people in front of your ads. You can also target a specific geographical location within the keywords. For example, if your Herb Plants business is located in Melbourne, Australia, use keywords like “garden herb plants Melbourne”, “culinary herb plants Melbourne” and “herb plants Melbourne”.
Tip #4: Show Your Ads In Google Maps
Your customers will be using their smartphones to search for your products, often these searched will result in them using Google Maps. It is possible to show your ads in both Google Search and Maps, which can be an extremely effective method to boost your clicks. To allow your ads to show in Maps, simply enable location extensions in your Google Ads account. It is also a good idea to set up or update your Google My Business (now called Google Business Profile) account.
Tip #5: Don’t Link Ads To Your Home Page
It may seem second nature to direct your leads to your website’s homepage, but this isn’t the best strategy. Remember that your specific leads are looking to fulfill a specific promise, so it will take a lot more than a generic homepage to give them what they’re seeking. It is important to have a conversion goal that you want users to complete such as filling out a contact form, making a purchase, or subscribing to a newsletter. Taking the example of basil seeds, consider creating a “basil seeds” landing page that is optimized for this topic and built for lead generation. Using landing pages for your advertising campaigns will also help improve your Cost Per Click (CPC), thus reducing your ads spend.
Tip #6: Add Extensions To Your Ad Copy
Extensions form an integral part of every Google Ads campaign. They let you include additional information at the end of the copy including contact details like your phone number and business address. Other information can be included such as other sitelinks, special products, additional features, or sales promotions. This extra information can provide even more context to prospective customers who see your ads, giving them a bit extra incentive to click your ads.
Tip #7: Utilise Google Automations & Tracking
Smart campaigns are a great form of marketing automation as they make the entire process easier for beginner and advanced users. Utilising features within Google Ads is a very good idea to make sure your ads campaign is comprehensive and no important details are missing. Tracking your progress is important and using the inbuilt conversion tracking is a great way to see if your customers interact favourably with your site when they click your ads. Conversion tracking can be used to see if your potential customers click on the ads and then take a favourable action such as making a purchase. This can be a great benchmark for your overall campaign performance.
Tip #8: Remember To Be Mobile Friendly!
The dawn of smartphones has ranked very close in importance to the establishment of the world wide web. It’s crucial to develop easy-to-read content on mobile devices when you set up your marketing leads for Google Ads. Most companies have reformatted their entire websites into mobile-friendly formats for this very reason. It’s important to note that advertising on Google Ads for mobile will likely show less descriptions and headlines so it is important to be even more succinct when writing ad copy.
Google Ads is relatively simple to use for any small local business and is certainly a form of PPC advertising that need to be a big focus. Your site can come out even stronger than ever before and gain better traffic results when using an ad strategy combined with an SEO strategy. No matter what your marketing strategy is or what your marketing goals are, Google Ads is a great platform to meet all your digital marketing needs (if used correctly). If you question where you should spend your digital marketing budget then read this comprehensive Google Ads article for more information. If you have any other questions relating to Google Ads or anything else relating to digital marketing, feel free to contact us.
Search engine optimisation (SEO) is something that all businesses need to be concerned with today. After all, getting to the top of Google and in other search engines can be extremely valuable for any company. Because of this, a lot of people have invested heavily in SEO services. However, simply handing over your money and then forgetting about it does not come advised. You need to make sure your SEO campaign is working. Are you benefitting from more views and more customers?
With that being said, read on to discover some of the warning signs that your approach to SEO is failing…
Your Website Is Slow
There is only one place to begin, and this is with user experience (UX). Gone are the days where search engine optimisation was only about keywords and link building. Yes, these strategies are important, but SEO today also takes into account the user experience your website provides.
If your website is difficult to use or provides a poor experience for viewers, your search engine ranking is going to suffer. One of the biggest mistakes business owners make in this regard is having a website that is too slow. With every second that your website takes to load, your bounce rate gets higher and higher. This can frustrate people and means you will miss out on the opportunity for them to potentially become a reader or customer. But it also has a negative impact on your SEO rating too.
So, how can you improve the speed of your website? There are a number of different approaches you can use. Firstly, getting rid of any large media files is a good place to start. You should also look for a web hosting provider that offers a high level of performance and guaranteed uptime. A lot of business owners do not realise that their choice of web host has a massive impact on the performance of their website. Other tips include using a caching plugin, reducing your redirects, and fixing all of your broken links.
Your Social Media Platforms Are Silent
If you are to get your content in front of the eyes that really matter, you are going to need a killer social media strategy. SEO is not just about your website itself, but the entire online presence you have built for your business.
You need to make sure that the content you create is shareable first and foremost. You then need to promote it and urge others to do the same. The way you go about this matters. You cannot simply tweet an endless array of promotional tweets. Social media platforms are for engaging with your customers and potential customers. Use competitions and other tactics to promote sharing, rather than simply positing direct and obvious promotional messages.
You Don’t Capture And Track Data
If you do not capture and track data, there is no way you are going to have an effective Search Engine Optimization plan in place. You need to make sure that you capture data from your website. This data should give you a unique insight into the website viewers you attract and their behaviour while they are on your website.
This will help you to understand your SEO campaign and how effective it is. For example, if people are leaving your website just as quickly as they enter it, this tells you that they have not found what they are looking for. Are you ranking for keywords that aren’t related to your service or products?
You Are Still Using Black Hat SEO Techniques
Black hat SEO techniques relate to approaches that try to manipulate the search engine to get to the top. These are techniques that go against Google’s terms and conditions. Basically, you’re cheating!
A few years ago, these approaches were used freely and they weren’t frowned upon as much as they are now. However, Google and the other search engines have got wise to the situation. Therefore, if you use black hat techniques, you may see improvements in the short-term, but your ranking will quickly dwindle. In fact, you will end up at a lower position on the search engine result pages than what you started at.
So, what are some examples of black hat techniques? Keyword stuffing is the most obvious. This means including keyphrases as much as possible throughout one piece of content. All keywords need to be incorporated 100 per cent naturally. Not only this, but you need to make sure that you create content for the viewer, not for SEO bots.
Poor link building practices will also hinder your business. If you use links that are not related to your business and/or come from poor quality websites, this will hurt your SEO ranking rather than improve it.
You Don’t Use Long Tail Keywords
Last but not least, not only do keywords need to be incorporated naturally, but also you need to recognise the value of long-tail keywords. There are many different reasons why long-tail keywords are critical to your SEO campaign.
Essentially, it all comes down to the fact that long-tail keywords are how people actually search the Internet. Let’s say you are looking for someone to renovate your home and make an extension. You wouldn’t simply search “home extension” would you? You would more likely search for something like “renovation builders Melbourne” or “second floor extensions Melbourne” or “reviews of the best extension builders in Melbourne.” Our searches are specific, and long-tail keywords cater to this.
Not only this but they provide context to your content, as well as providing better conversion rates, helping you to rank for single keywords, and building a strong conversion tunnel.
So there you have it: an insight into some of the warning signs that indicate your SEO campaign is failing. If you have noticed any of the signs mentioned above, there is no need to panic. However, you do need to act quickly to make the necessary changes so that your website does not fall further and further down the rankings.
BeOnTop offers a free site audit for all site visitors to find out all the current issues with your website. Fill out the form for detailed information about how SEO can specifically help your site today!
When businesses sell services and products, customers form opinions based on their satisfaction. These opinions are communicated through a variety of mediums, including word of mouth advertisement, online reviews, and more. And in today’s age, it is more important than ever to make sure these opinions are positive.
A bad review can put a sting on a company’s reputation, making it crucial to address all negative reviews in a timely manner. Not only do positive customer reviews help build customer trust but they can also help improve SEO. Let’s take a look at the true value of customer reviews for SEO.
It is important to gather more positive online reviews to help increase the business’ star rating and drown out the noise of negative reviews. There are sometimes dodgy tactics employed to improve reviews but these will only get you in trouble from Google. So don’t buy Google reviews, don’t pay employees to leave reviews and certainly don’t create fake accounts to boost your reviews. Real reviews are what customers trust and they can almost definitely see when something isn’t right.
Online Customer Review Statistics
- 40% of consumers will decide whether to make a purchase based on reading between 1-3 customer reviews.
- 48% will visit a company’s website if they read a positive review of the business.
- 68% of consumers build greater trust for companies that have both good and bad reviews.
How Do Customer Reviews Boost SEO Efforts?
Online reviews help provide social proof. Consumers want reassurance that the purchasing choices they are making are the right ones. Take for example a person who wants to buy a new digital camera. After reading through reviews, the consumer determines the camera he is thinking about purchasing has a 4-star rating; this rating gives him the extra boost he needs to go through with the purchase.
From a local viewpoint, online reviews will help a consumer determine which local businesses they want to make purchases from. In fact, 88% of consumers will read reviews to develop an opinion about the quality of local companies. But the question is, how do these reviews impact SEO efforts?
There are many factors that impact SEO efforts, with three of the most important being:
- Google Reviews: These impact SEO efforts more than any other type of review. The rating scores that businesses obtain through these reviews act as an essential signal for Google in regards to how this major search engine ranks a company’s site on its search engine results pages.
- Google My Business listing: This type of listing makes it simple to obtain customer reviews. More importantly, it makes it simple to respond to both positive and negative reviews; this engagement increases customer trust and loyalty, and even more important, it increases local SEO visibility.
- Wording: Ideally, you will want customer reviews to include valuable keywords. For example, if you are aiming to get high rankings for the long-tail keyword ‘spotted gum timber flooring Melbourne‘, then you will want your customer reviews to include this phrase.
Collect Reviews To Boost Social SEO
In addition to Google Reviews and a Google My Business listing, obtaining reviews through other popular review sites is essential to SEO efforts. Some of the best sites include TripAdvisor, Yellowpages and Zomato. Getting reviews through these sites can lead to the following benefits:
- Signal to Google and other search engines the legitimacy of a company.
- With positive legitimacy comes greater search visibility.
- Help prove the opinions found in Google Reviews.
Companies need to realize that fake reviews can be detrimental to a company and is why real reviews from real customers are essential to SEO efforts. However it can be difficult to delete fake Google Reviews when they are detected so it is best to always try and get more positive reviews to help outweigh the negative ones. Fortunately, there are several avenues for attracting reviews from customers.
One of the best ways to secure customer SEO reviews is to ask for them, both in-store and online. Any time a customer makes a purchase, asking for a review should be a top priority. Customers can now even write reviews on Google (the number #1 review site) without a Google account. The reviews can be completed at the time of purchase, or if preferred, the customer can be given a web address to visit to complete the review at a time that is more convenient.