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Posts Tagged ‘Google’

5 Forgotten Truths About SEO vs. PPC

posted by admin 9:14 AM
Wednesday, July 17, 2019

1. Paid Search Can’t Replace Organic (& Vice Versa)

Paid search and search engine marketing are different beasts.

One is not a substitute for the other.

Each comes with its own strengths and weaknesses.

Paid search, for example, is really good at driving non-branded traffic to your website.

Here’s a classic PPC scenario: The user knows nothing about your brand. They search for a product they want to buy.

Your ad displays at the top of the search results page. The user clicks on your ad to see what you have to offer.

In so doing, they get more familiar with your brand and move further along the conversion path.

Can organic search do this? Perhaps.

But even the highest ranked organic search result won’t display at the top of the page.

At best, your organic listing will display in the middle of the page.

At worst, your listing will be many pages deep.

Similarly, organic search is really good at driving branded traffic to your website.

A classic SEO scenario: The user knows your brand. They search for your brand name.

Your site shows up at the top of the organic search results. The user clicks on your listing and goes to your website.

Can PPC do this? Yes, which is why you should also bid on brand in PPC.

But what if your ad is the only thing that displays – with no organic listing? That could cause the user to question the legitimacy of your brand. So ideally, you’d have both.

Both of these tools bring strengths to the table. Why wouldn’t you want both of them working for you?

2. Neither SEO nor PPC Is Free

A common argument against PPC is that it’s expensive. You have to pay every time someone clicks on your ad. And if your accounts are professionally managed, you have to pay for that too.

But as any SEO expert will tell you, SEO also takes time, money and expertise.

If you want it done well, you’re going to have to pay for it – whether you’re paying an in house SEO manager or an outside consulting firm.

3. It’s Not a Zero-Sum Game

Sometimes people make the mistake of thinking that SEO versus PPC is a zero-sum game. If you stop investing in one, the other will pick up the slack and vice versa.

But I’ve rarely seen that happen. SEO and PPC won’t typically cannibalize each other. Instead, they draw their results from different pools.

This is a point we made with a client recently.

The client is working with an SEO agency. This isn’t unusual. In fact, we welcome this arrangement because we know good SEO will help drive PPC results and vice versa.

But in this case, the SEO consultant was encouraging the client to drop PPC entirely in some markets. His was going to pump up his organic efforts in some of our lower performing locations, so advertising would no longer be necessary (he says!).

Let’s see what would happen if our client accepted this recommendation.

In 2018, organic drove 29% of sessions for this client, generating 22% of the leads.

Meanwhile, PPC drove 43% of sessions, generating 55% of the leads.

PPC drove 43% of sessions and 55% of leads in 2018Now let’s jump ahead to mid-year 2019, where the company has invested heavily in SEO.

To date for 2019, organic drove 28% of sessions, generating 22% of the leads.

Meanwhile, PPC remains relatively unchanged. It drove 46% of sessions, generating 55% of the leads.

In 2019 YTD, PPC drove 46% of sessions and 55% of leadsAs you can see, the results are trending the same for this year as last year.

So what would happen if we suddenly stopped advertising in these markets – even with this renewed investment in SEO?

Would SEO somehow pick up the slack and deliver all those PPC leads? It doesn’t seem likely.

4. Statistics Can Be Deceiving

In the “competition” between SEO and PPC, proponents of one side or the other will often trot out findings to support their case.

But you have to look at these stats closely before you reach any conclusions.

For example, one of our other clients had an SEO consultant who wanted them to stop PPC advertising entirely!

He based his argument on his “finding” that PPC traffic was suffering from bad site engagement when compared to SEO. Therefore, he argued, the client should put all its marketing dollars there.

We weren’t sure where the SEO consultant was getting this information. Because we were seeing something very different on our side.

Eventually, we suspected he had overlooked the fact that most of the PPC traffic was coming in via call only campaigns.

As you may know, traffic generated by these campaigns isn’t directed to the client website at all, which would explain low engagement numbers!

This recommendation might have been well-intentioned. But it was based on incomplete information.

Ironically, there was another important metric the consultant ignored altogether: new visitors.

PPC drove 2,958 new visitors YTDFor this client, PPC drove 2,958 new visitors YTD.

In contrast, organic drove only 1,246.

What would happen to all those PPC-driven new visitors if you stopped advertising?

Most likely, you would lose them.

So when you see people arguing either for or against PPC versus SEO, make sure they’re looking at all the relevant information.

5. Look Beyond Traffic to Leads & Conversions

While we’re on the topic of numbers, let me also point out that many of the statistics floating around on the internet would also benefit from a closer analysis.

For example, a 2014 study from Conductor (an SEO company) stated that organic search is responsible for 64% of all site traffic, while paid search generates only 6%.

What are they trying to infer with this statistic? That SEO is more effective than PPC? Probably.

But I see two problems.

  • First, that organic search traffic number would include traffic generated by every possible kind of search inquiry – including searches where ads wouldn’t display at all!
  • Second, and more importantly, is traffic really the goal? Or should we be more interested in leads and conversions?

Because you could get all the traffic in the world – but if you’re not getting leads or conversions out of it, what’s the point?

For the original article click here: https://www.searchenginejournal.com/seo-vs-ppc-forgotten-truths/315147/#close

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

Comments Off on 5 Forgotten Truths About SEO vs. PPC

The Top 5 SEO Mistakes to Avoid in 2019

posted by admin 11:13 AM
Monday, July 8, 2019

Marketers have had to contend with challenges stemming from SEO for greater than 20 years now. According to HubSpot’s State of Inbound 2018 report, 61% of marketers feel improving SEO and growing their organic presence is the top inbound marketing priority.

That may not be shocking since, well, SEO and inbound marketing go hand-in-hand. But the fact remains: SEO is a battlefield, one in which marketers remain at the mercy of Google, for the most part. But it’s not just about pleasing Google, creating keywords and working on backlinks. We’ve enlisted some SEO pundits who offered some tips on going beyond the basics for striking the right chords in SEO land.

Business News | 11 Jun |

As a small business owner, it’s important for you to understand the competition and complexity of the online marketplace.

If you want to promote your business online to get more leads and sales, then there are several methods like SEO, PPC, influencer marketing and many more.

However, SEO is the most effective method to get free quality traffic to your site. In a recent study, it was found that the websites which are in the first position of the search results page received more than 30 percent click-through rate.

Nowadays, running a successful marketing campaign is much tougher than it seems. Most of the businesses are targeting the same set of audiences and keywords; therefore, it’s crucial for you to avoid any SEO mistakes to improve your site’s traffic and overall campaign ROI.

SEO is the success ladder where it becomes vital for a digital marketer to widen up their knowledge and enhance their skills to take their SEO game to the next level.

Here are the Top 5 SEO mistakes every business should avoid in 2019:

1. Not fixing broken links

Broken links are one of the critical factors which can affect your website’s search engine ranking negatively. Hence, ignoring broken links can prove fatal for your site’s growth.

First, let us understand what broken links are?

A broken link is simply a page that doesn’t exist. The page does not cause any problem but the links that are pointing on it.

The search engine bots don’t like to crawl the web pages that return a 404 error code because it wastes their time and resources.

A broken link occurs when a page is deleted which has been linked or when sometimes misspells the URL.

Your website can have internal as well as external broken links which you can analyze with the help of several broken links finding tools.

Once you have made a list of all the broken links, then remove them one by one because this type of fix can bring invisible results overnight.

2. Low-Quality Pages and Content

As a digital marketer, you would have heard the phrase “Content is king.”

Quality content is the one thing that differentiates your business for the rest of the crowd. It includes informational checklists, quizzes, interactive infographics and many more.

If you have a small website, then it is easy to manage the quality of your content. However, if your site contains thousands of web pages, then it requires a lot of effort in providing useful content to the users.

A website with value providing contents is more likely to have brand loyalty and affinity users.

If you try to index a website in Google which provides no value to the users, then you will get this message in your search console.

Google and other search engines might penalize your website without giving any warnings which will hurt the ranking of your keywords.

3. Using Wrong keywords

Keywords are a vital part of any SEO marketing campaign. They help the search engine bots to understand the contents and business goals.

Many small business owners fail to choose the keywords correctly, which results in ranking the website on the keywords which are not profitable.

It happens because most of them skip the vital part of their marketing strategy, i.e., keyword research.

Keyword research helps in finding what the users are searching on the web and how we can benefit from them.

For example, if you have an SEO services website like AmbulanceSEO, then you should target keywords related to SEO, content writing services, link building, local SEO, social media marketing, and others.

There are several keyword research tool available in the market which can be used in finding the relevant keywords for ranking your website like the Google keyword research tool and others.

Small businesses should target low competition and long tail keywords because they are easier to rank in the search engines.

4. Poor Social Media presence

If you want to promote new content, then social media is one of the best places where your website or content can get maximum exposure is less amount of time.

Many businesses make a huge mistake to not be active on social media platforms.

According to a survey, there are more than 1 billion active monthly users on Instagram, and more than 100 million photos and videos are uploaded on the platform every day.

Social media is not only good for getting free traffic, but it also helps in the ranking of your content in the search engines.

Most of the digital marketers will agree to the fact that social signals are an important factor that the search engines consider while ranking the keywords.

A website with high social engagement is more likely to rank higher in the search results page as compared to a site with less social signals.

The best part is you don’t have to be active on all the social platforms available. You can choose only the social media platform, which is best suited for your audience and share useful content.

5. Poor On-Page SEO

There are two types of SEO: On-Page and Off-Page SEO. A lot of marketers spend more time improving the off-page of a website, but they ignore the first.

When you create a web page, it’s essential to optimize the titles, meta descriptions and tags.

Here are some of the common on-page mistakes:

• Not having the keyword in the title and meta descriptions.

• Long titles and descriptions.

• Poor readability of the content.

Your title and description should be unique and engaging, which will make the users click on the link.

For the full article click here: https://azbigmedia.com/business/8-major-seo-mistakes-to-avoid-in-2019/

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

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Financial Advisors Hiring Coaches For Internet Marketing and SEO

posted by admin 12:22 PM
Wednesday, July 3, 2019

-Having the right help to get you on the right track can be hugely beneficial. As a financial advisor, there are great opportunities to build substantial income and net worth.

-Make sure you hire a marketing coach who specializes in the financial services industry, as it can be a complicated field, and making an uneducated move can harm you more.

-What can a marketing coach do? A marketing coach should start with a marketing review.  Sadly, many financial advisors don’t have one at all!

If someone is trying to lose weight, they often hire a workout coach. Looking for a job? People turn to a career coach. Trying to better their life overall? Many people seek the help of a life coach. So, why, when it comes to successful Internet marketing for financial advisors, wouldn’t you turn to a marketing coach for help? Having the right help to get you on the right track can be hugely beneficial.

As a financial advisor, there are great opportunities to build substantial income and net worth. If your current business growth and lead generation are not meeting expectations, perhaps the strategy you are using to add new clients needs a refresh.

A coach can help put you on the right track. But just like with any coach, make sure you hire the right one. If you’re looking for a yoga instructor, you wouldn’t hire a coach who specializes in cross-fit. In other words, as a financial advisor, make sure you hire a marketing coach who specializes in the financial services industry, as it can be a complicated field, and making an uneducated move can harm you more than help you.

Some marketing firms offer consulting services that can help you develop a successful strategy that is based on the best practices of hundreds of financial advisory firms.

What Can A Marketing Coach Do?

A marketing coach should start with a marketing review. This should include reviewing your current website, any free offers and the lead-nurturing campaign you currently have in place – sadly, many financial advisors don’t have one at all!

The right coach should then create a custom program for you that focuses on your ideal clients and services. Marketing strategies are not a one-size-fits-all process. A good program should be tailored around your skill set, resources, market, strengths, budget and goals.

If something is working, it shouldn’t be changed. The focus should be on what is not working.

Marketing Challenges

There are two big marketing challenges that we see:

  1. Financial advisors do not have enough new prospects to talk to each month.
  2. Financial advisors have a tough time differentiating their firm from others, which makes it difficult to stand out in a crowded field.

With the right experience, a marketing firm can address both.

The financial services industry is a field that’s rich with information and relies on the written word for marketing and client communications.

The written word is needed for:

  • Website content
  • White papers and eBooks
  • Blogging
  • Drip emails
  • Performance reports
  • Market outlooks

Someone has to write, edit and optimize this content so it earns the highest ranks in a Google search, attracts your ideal clients and then provides them with the information they’re looking for. Content also needs to be shared by the right people and on the right platforms to resonate with your clients.

Should the person who oversees all of these details really be you?

Best Use Of Your Time

As a financial advisor, the best use of your time is connecting with clients once they come in the door; not marketing to get them to the door! Your time should be spent on activities that make you the most money.

  • Producing financial plans
  • Investing client assets
  • Meeting with current clients

Your time should not be spent:

  • Writing various types of content
  • Updating your website
  • Emailing leads who are not yet ready to use your services but will be in the next five to 10 years

In our experience, there are 4 primary types of written communications for Internet marketing for financial advisors:

  1. Information about financial topics
  2. Information about financial advisors in general
  3. Information about a financial advisory firm
  4. Information about a specific financial advisor

These are questions most investors have, so it’s crucial that a financial advisor offers all four types of information – digitally! Investors are turning to the Internet to find, research and eventually hire a financial advisor, so Internet marketing for financial advisors is a must.

Savvy investors trust what they see more than what they hear. This is why they are turning to the Internet to see for themselves the claims that advisors may make over the phone.

For the original article click here: https://seekingalpha.com/article/4273050-comes-internet-marketing-financial-advisors-consider-coach

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

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The Top 5 SEO Mistakes Made by Marketing Agencies

posted by admin 11:58 AM
Monday, July 1, 2019

Reboot Online audited the top 30 ranking marketing agencies including itself, to discover the marketing and SEO mistakes being made.

The 5 most common SEO issues found were:

  • 70% of agencies had a poor page speed- the average score given was 41
  • 63% of agencies had a lack of internal linking
  • 57% of agencies had undesirable pages indexed by Google.
  • 52% of agencies had pages containing thin content.
  • 47% of agencies had pages poorly optimized for keywords

Other honorable mentions, so to speak, include:

  • 33% of agencies have a poor backlink profile.
  • 27% of the firms were revealed to have copied content from other parts of the web.
  • 20% of digital marketing agencies had poor meta titles (especially for service landing pages).
  • 20% of agencies hadn’t updated their blog in over 6 months.
  • 17% of agencies had no ‘about us’ page.

For the full audit click here: https://www.rebootonline.com/blog/seo-audits-30-top-marketing-companies/

IS YOUR BUSINESS, SERVICE OR PRODUCT EASY TO FIND ONLINE?

DOES YOUR BUSINESS, SERVICE OR PRODUCT HAVE AN ONLINE PRESENCE IN ALL, OR MOST, OF THE PLACES YOUR POTENTIAL CUSTOMERS VISIT?

If the answer to either question (or both) is NO, we’re here to help you develop a powerful online presence by designing the best, effective Internet Marketing strategy that fits your business.

You can stop your competition from taking all your customers by implementing a number of very effective Internet Marketing strategies.

For a free consultation and to get a comprehensive quote for your Internet Marketing and Publicity campaign, call us at (818) 991-7135.

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In too many law firms, marketing and business development strategies are almost non-­existent, or are gathering dust on the credenza.

Often, the responsibility may be handed off to an intern, first-­year law student, paralegal, or the spouse of one of the law firm’s partners, and not given the importance it should. Marketing for the firm online is not something they’re trained for, but they’re caught-­‐ who else is left to do it?

I’ve catalogued here that cause hard-fought money to be wasted, these top three are those we find have the most impact on a law firm’s black American Express card.

1: Keywords/Phrases Too Broad

The foundation of an effective online marketing campaign is targeting those keywords and phrases your prospective client types into the search bar. It doesn’t matter what is technically, legally, or even grammatically correct- it only matters what THEY searched for. Because what they type into the search bar is what Google’s algorithm is going to use to trigger your ad and display it, assuming of course, that your Ad Rank is sufficient for the ad to be displayed, and displayed high on the first page. We want first page exposure because recent studies show that 92 out of 100 people will never get to page two.

The foundation of an effective online marketing campaign is targeting those keywords and phrases your prospective client types into the search bar. It doesn’t matter what is technically, legally, or even grammatically correct- it only matters what THEY searched for.

 

Because what they type into the search bar is what Google’s algorithm is going to use to trigger your ad and display it, assuming of course, that your Ad Rank is sufficient for the ad to be displayed, and displayed high on the first page. We want first page exposure because recent studies show that 92 out of 100 people will never get to page two.

Here is a list of some legal phrases and their
corresponding daily cost-per-click.

(as of June 2019)

Estimated Daily Cost-Per-Click

Keyword/Phrase:
Personal injury attorney $ 91.29

Brain injury attorney $ 31.71

Commercial litigation attorney $ 19.95

Intellectual properties attorney $ 14.37

IP attorney $ 10.76

Lemon law lawyer $ 25.07

Medical malpractice attorney $ 29.48

Real estate litigation attorney $ 12.93

Mesothelioma attorney $ 121.29

2: Poorly Written Ads

Dull, boring, flat and ineffective ads everywhere stand lifeless and useless on Google Search Results pages. But it doesn’t have to be that way. Sure, it’s not easy. Especially when you have to get your point across with only 25 characters in your headline, and inject some flair, emotion and a call-to-action in two 35-character lines. But it can be done. Effective, creatively written ads can even save you money and time by discouraging the “wrong prospects” from clicking on your ad.

An ad has only one job – to get a click. That’s it! You don’t need to do all the selling in the ad- that’s the job of the landing page, which I’ll discuss later.

Effective, clickable ads have five main properties:

1: The ad’s language (keywords) match the searcher’s query as closely as possible.

2: It speaks the same language your searcher speaks.

3. The ad resonates with the prospect on an
emotional level and triggers a response.

4: Appeals to your target prospect with catchphrases and brand awareness through intelligent copywriting, but also discourages the wrong prospects.

5: Compels the prospect to perform an action because you asked/told them to.

Most ads rarely contain even two of these properties. No wonder so much money is being wasted needlessly. When crafting your ads, work to match at least one word to the searched keyword. But don’t try to copy everyone else by running a generic ad for your main keyword. Mix it up a little, make sure your ad’s title stands out from the crowd.

3: Not Using The Best Keyword Match

Broad Math, Modified Broad Match, Phrase Match, Exact Match,

When we investigate and audit campaigns that are underperforming, we discover the advertiser wasn’t aware that the default setting of Ads keyword matching is “BROAD MATCH.” By not having a clear understanding of how the keyword matching choices work, advertisers waste a significant amount of money by casting too wide a net, and not capturing the targeted visitors they want.

Let’s examine how each of the four available match types would handle the keyword phrase ‘tennis shoes.’ Each keyword match type, which is specified by a special symbol, triggers your ad to show for a visitor’s search in different ways.

The chart on the next page will give you an introduction to the different match types, ordered from broad to narrow. Then I’ll provide additional information on each option.

If you wished, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.

Generally, the broader the keyword matching option, the more traffic potential that keyword has, though it is less targeted.


To get the full in-depth details about these mistakes and learn our other 5 top mistakes lawyers make in PPC Marketing. Click here for our free E-Book now: The 7 Mistakes Lawyers Make Advertising With Google AdWords

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