Month: October 2018

Did you ever wonder how odd it was that google knew where to find the nearest Red Robin and your location wasn’t even on nor did you tell it which one? Well local search and many other factors are actually just part of organic search engine optimization and a set of guidelines to rank key phrases, developed by your’s truly, Google. As a new marketeer, fresh in the field you may think you understand the basics to optimizing keyword phrases to help businesses generate traffic to their desired web pages but soon you find that the giant Google’s ranking these phrases poorly and hindering your success. Well don’t fall victim to poor click through rates and and follow these recommended techniques below, to help you perform.

Relevance is Key

• Are the keywords your traffic searches for, relevant to the web pages you intend for them to go? If a search for a recipe for chicken noodle soup is performed do you want the first link to be how chickens are raised? Certainly not so utilizing key words and phrases that are closely matched to where you intend your user to end up is key.
• Avoid Duplication: If another user is searching for a car, specifically a minivan and you’re a local car dealer, do you want every search for a minivan to land on the your home page, possibly, but not highly recommended. Instead you want that user to be directed to your page of minivans or similar family type vehicles. Another customer looking for a truck wouldn’t want to be directed towards the homepage or minivans, instead trucks or utility type vehicle searches would direct them here as well. The point is use unique and different key word phrases so that when an organic search is performed the SERP matches the key word on a specific page and doesn’t lead the customer to all the same pages.
• Your relevance (keyword/phrases) can also be maximized through the  URL, Title Tag, Header Tags, Main Content, Image Alt Text and File Name and Anchor Text. 

Other Key Ranking Factors:

These next factors also make up the big picture in how Google ranks your ads and key words. Through the use of many Google programs you to can stay on top of your marketing game. The following will generate higher rankings on Googles scale:

• High Click Through Rate from SERP A website can influence its pages click through rate through (title tag, the snippet (summary underneath the title), and the choice of URL)
• Low Bounce Rate from Landing Pages-When a customer clicks your link and instantly goes back. Content if a big part of this, especially if the customer immediately saw something they weren’t looking for.
• Short Load Times (time it takes for the website to load) (Google Page Speed Insight tools for help) if you page isn’t loading in a timely manor, whether on a desk top or most importantly, mobile device traffic can be deterred. Don’t let this happen to you!
• Original/Fresh Content (don’t duplicate, like I mentioned before, make quality count!
• Quantity Content (A lot of content means a lot of pages and every page should have at least 100 words of content)
• Quality Content Thanks to Googles RankBrain, artificial technology, might be so sophisticated that SEO efforts should focus more on creating quality content rather than formatting that content for the benefit of search engines.
• According to, Digital Marketing Essentials, e-text, utilizing another one of Googles many tools, Search Console, can constantly monitor all pages located within a website. By doing this you can discover that even though you may have great content, if search engines can’t optimize or access the page with the great content, due to lack of proper indexing because of technical issues, customers and google cannot find these key words within a web page. Key words left out due to in access to the adjacent web page will then hinder your ability to rank high.
• Poor optimization, not just being desktop friendly but google even ranks those who don’t consider their mobile users into account and will give them poorer rankings because of it.
• Security is of concern as well and is considered a minor but important ranking to keep servers and clients transaction in tact and hidden from the black hat hackers.

How do Small Businesses Survive?

• Local Search brings up results for local area rather than cross county searches (restaurants for example)
  1. Registering with MyBusiness, a google program helps keep your business, site and  information credible, having been verified by google.
  2. NAP (Name, Address, Phone number) offers your result to display this important information alongside.
  3. Structured Citations (Yelp for example) & most importantly Reviews

Lastly if you’re having a hard time coming up with the right key words and phrases, be the consumer! How would you search for something and what would you expect to come up? Use phrases that you think people would also use, whats popular and has high relevance to your product, Google offers a program for that to! Utilize every tool your given to your best advantage. Are you looking for coffee or are you looking for Starbucks?

• Larson, J., & Draper, S. (2017). Digital marketing essentials.
• https://twicesocial.com/4-crazy-reasons-your-website-isnt-ranking-on-google/

Do you know what NSAMCWADLP stands for? Yeah, neither did I until I read further. Now if reading further doesn’t intrigue you let me give you a brief run down.  According to Digital Marketing Essentials, it stands for “Never Start a Marketing Campaign with a Dedicated landing page”. Whether you’re a seasoned marketer or like myself, very green in the subject matter your main concern with the development and implementation of of a landing page is because you’re trying to attract consumers to your campaign and to come up with a solution to their problem, right? Well look no further my friend because here are 5 ways to increase the traffic (people) that come to your page, whether it be by pure accident, organic search or you’re offering a product or service they may or may not already have in mind, that lead to conversions, or what we hate to call or refer to as purchase. In other words what is so grasping about your landing page that it not only attracts the customer in but increases their chances or purchasing your product or service.

1) According to Ryan Osman, Senior SEM (search engine management) manager at Obility, one way to increase landing page conversions is what is apparent above the fold, when they land on your page. Meaning, what is the first things they see and catching to the eye upon first glance? From my brief experience, large pictures, symbols and a clear message that entice your customer to want to continue to scroll.

2) Usability of your page. Can they access further downloads, are your colors bold and bright or is there to much wordy, verbal explanations that are over bearing and over whelming. I’d like to note that attractiveness of your web page isn’t everything but something simple and eye catching that make your customers want to seek your product or service further.

3) Do you have a visible call to action, once you’ve got the attention of your participants what do they do next? Download your book? Fill out a form to generate a lead, make this clear as day and even offer a second option to entice them if they second guess themselves. This is especially important with retail outlets. Don’t cloud their judgment by offering a niche product on your landing page but having something entirely different when they decide to search your domain and launch your website.

4) Does your landing page match your web page? If your marketing to a target audience, whats your audiences personas (tastes)  and are you appealing to them, as different or as similarly as they may be? Are you offering products they like that would entice them to optimize their search and continue to your page. Do they see what they were looking for? This is especially important.

5) Lastly A/B testing. Never settle for a solid landing page, always be trying to improve to satisfy you’re customers ever changing tastes and preferences. It might be helpful to enlist the help of a professional who can test your current page and help you develop a potentially more attractive version based on click through rates. People, people are your greatest since of accomplishment and critique, have them test our your site and provide you with feedback, never give up and always listen to them as they could potentially be your future customer.

• Larson, J., & Draper, S. (2017). Digital marketing essentials
• MRKT 484 Ryan on testing landing pages. (n.d.). Retrieved from https://media.oregonstate.edu/media/t/0_j1xoorhb

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