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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

6 Tips You Need to Get SEM (Search Engine Marketing) Right

posted by admin 11:07 AM
Monday, July 15, 2019

I recommend segmenting your PPC forecast into four main categories:

  • Branded.
  • Non-brand.
  • Remarketing.
  • Display prospecting.

I’d also recommend diving into devices – mobile vs. not mobile is sufficient.

You can go deeper or stay in the shallow end if you prefer, but these vary enough to warrant their own individual forecasts.

What follows is a walk-through of assumptions I make during forecasting to help guide decision making and get things right.

1. CPCs + CPMs Will Increase Year Over Year

“Why am I paying more for the same?” asks the CMO.

Because inflation and Wall Street, that’s why.

If your account has history, try to map CPCs out over a few years to see how they’ve trended to guide your decision.

If it’s a newer account, your best bet is to trust Google’s planning tools and build in a mid-year reforecast.

This year has proven to be a bit more variable than years past, but a 10% increase in CPC/CPM is generally a safe assumption.

2. Conversion Rate + Order Value Won’t Change Unless You Change It

If your conversion rate was 3% for non-branded mobile campaigns last year, it will be 3% next year.

If you don’t do any testing, no improvement will happen.

If you do test (which you should), adjust your assumptions. An increase of 25% (e.g. 4% to 5%) isn’t outside the realm of possibility if you do make a significant investment.

If you want testing tips, check my tips for improving PPC landing pages.

If you’re starting from scratch, it can be a bit more challenging to forecast. A safe assumption is that your brand campaigns will correlate with direct traffic, while non-brand will be close to organic.

3. The Calendar Will Change, As Should Monthly Forecasts

Black Friday 2018 was November 23, which meant Cyber Monday fell in November.

Black Friday 2019 is November 29, meaning Cyber Monday will fall in December.

Christmas this year is on a Wednesday (vs. Tuesday last year), meaning we’ll likely be able to eke out a few more days of shipping.

The 4th of July is on a Thursday this year, meaning the entire weekend will be heavy on vacations.

Last year it was Wednesday, meaning it acted more like a short break than a summer holiday.

November and July will perform “worse” year over year. December, “better.”

Factor the environment in your forecasts by diving a bit deeper.

4. Competitors Will Stay Steady, As Will Auction Dynamics

We all know this isn’t true, but it’s the best we’ve got.

Competitors will come and go. Competitors will change their strategy… a lot.

Barring any significant external factors, you can safely assume the volume of competitive pressure will stay flat.

It’s rare to see a competitive set exponentially grow overnight – after all, there are only so many ad slots.

Competitors will come and go. They will adjust strategy, but the quantity and pressure (likely) will not.

5. Inventory Is Finite: The Next Click Costs More Than the Last

Everybody would love to get more traffic out of their best performing targets.

Unfortunately, there’s not always more traffic to go get!

If you’re already at 99% impression share or a high click share for your top performers … Sorry. You’re maxed out.

If there is inventory available, assume that incremental clicks will be more expensive than what you’re already getting.

Say you have a 70% impression share at a $1 CPC and want to get to 80%. I’d assume the next “collection” of clicks will come at a $1.75 CPC.

In turn, your aggregate forecast would be at a $1.09. If you’d like to include the YoY CPC increase, the “rightest” forecast would be at $1.20.

Math outlined below, but also check out Hal Varian’s (very old) video on bidding. The link points to the specific point about incremental costs.

6 Tips You Need to Get SEM Forecasting Right

The lone exception to this rule is being limited by budget. If your campaigns are budget constricted, you’ll be able to open forecasts at the same-ish rate.

6. Investments in Top of Funnel Will Influence Bottom Funnel Inventory

This segment may be the hardest one to quantify, but is also likely the most important.

There are two questions tied to each marketing effort:

  • The direct response.
  • The down-funnel effect.

Think of it this way:

If you launch a big display campaign, you can assume that it will cause some material lift in brand volume and retargeting campaigns.

Exactly how much of an influence is a bit more challenging.

Take a look at previous efforts to see how much of a down-funnel effect it had. After all, yesterday is usually the same as tomorrow

But Wouldn’t It Be Easier to Forecast in Tiers?

Well, yes and no.

Creating layers of assumptions to draft high-medium-low forecasts gives you more of an opportunity to be right. But it diminishes the value of your assumptions as the forecast moves up the chain.

CEOs don’t want three scenarios we think might happen – they want one thing they can take to the board.

Instead, think in bets! Add a gut-based probability to each outcome, weighting the likelihood of each.

Once you start assigning a bit of math to these assumptions, the “right” forecast to a metric becomes crystal clear.

Below is an example of how to think about it for conversion rate. We expect conversion rate will be 3% – it may rise or fall, but we expect it’s twice as likely to soar than it is to fall.

6 Tips You Need to Get SEM Forecasting Right

For the original article click here: https://www.searchenginejournal.com/sem-forecasting-tips/313179/#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 6 Tips You Need to Get SEM (Search Engine Marketing) Right

Web Design Practices That Frustrate SEO Pros

posted by admin 1:05 PM
Friday, July 12, 2019

Web Design Practices That Frustrate SEO ProsWhat web design practices interfere with SEO?

Do web developers and digital marketers clash over webpage design decisions?

What issues face today’s website management teams?

If you have ever wondered if online marketers care about webpage design, the answer is yes, they do.

It can take years of work experience to truly understand how changes in web design practices affect search engine marketing strategies.

Someone who is just learning search engine optimization starts with the basics of learning how search engines rank webpages and deliver search query results.

There is a great deal to learn. It isn’t easy.

While the underlying foundation of SEO hasn’t changed much in 20 years, the technical parts did.

Websites can be mammoth-sized, with thousands of pages. The complicated information architecture creates navigation hurdles, with link logic to hammer out and instructions for search engine bots on what to do with them.

That is the back end.

The front end, which human users see and use, factors into the planning, too.

Without an understanding of why this is important, problems appear that clients are unhappy with. Website owners want their websites to be first and the best.

Large corporations hire senior level search engine marketers with both the technical SEO experience and an understanding of the importance of usability.

Small and medium-sized businesses may not be aware of the competitive nature of search engines and how web design plays a part in online marketing.

Budget restraints limit their chances to compete. Less experienced website owners become frustrated quickly because they are unaware of all the pieces of the puzzle.

One of the top lessons we have learned in the last two decades is that it takes a skilled team to build a successful website. And, they need to work together.

For the original article click here: https://www.searchenginejournal.com/web-design-practices-that-frustrate-seo-pros/315671/#close

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.

Comments Off on Web Design Practices That Frustrate SEO Pros

Digital Marketing: Balancing Strategy & Privacy

posted by admin 1:01 PM
Wednesday, July 10, 2019

After decades of Baby Boomer dominance, Millennials are becoming the main force in the economy, with Generation Z following closely behind. Millennials alone comprise over a quarter of the U.S. population, and members of Gen Z are on track to make up 40% of U.S. consumers by 2020. Tapping these huge population segments are key to the success of any business, but marketing to these groups is more complex than ever before.

Online Privacy: a Growing Concern

Relying heavily on the internet and social media, Millennials and Gen Z are known to comparison shop, research products, and purchase almost everything. As a result, companies have embraced digital marketing as a key driver of growth, investing heavily in banner ads, email blasts, and targeted advertising. However, widely-publicized privacy breaches and changing marketing consumption methods are impacting the way Millennials and Gen Z view digital marketing.

Companies with digital marketing strategies must keep this concern in mind when targeting these sensitive groups. Although it’s important to reach your targeted customers, pursuing strategies that seem to use personal data can backfire and result in negative sentiments towards your product. No one likes to be followed around a store by a pushy clerk; why would digital natives want to be followed around the web by the digital equivalent?

For the full article click here: https://customerthink.com/digital-marketing-a-modern-day-balancing-act/

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.

Comments Off on Digital Marketing: Balancing Strategy & Privacy

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.

Comments Off on The Top 5 SEO Mistakes to Avoid in 2019
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