How to Transition from Paid Search Ads (PPC) to Facebook Ads

By | Marketing | No Comments

For those familiar and experienced in PPC advertisements, the switch to Facebook Ads seems that it would be quite simple. Hardly.

Going from PPC to Facebooks Ads is like switching languages. Everything is different.

The good news, however, is that this article will give you the complete guide from a professional who has been through it to provide you best possible marketing tips for small business as well, so that you don’t have to suffer.

Common Mistakes with PPC to Facebook Ads Transfer:

Forgetting what you already know.

-PPC and FB Ads have little in common. You must completely try to forget what you know to make the transition easier.

Ditch Old Habits.

-Everything is different, even if you don’t think it is at first, it is.

In PPC, you are paying for ads to users who are searching for you. In Facebook it is the opposite, you are approaching the user.

Results in Facebook Ads are less predictable than in paid search ads. Facebook Ads require much more a/b testing and experimenting before finding the correct formula for your campaign.

You may have Facebook optimize the buy towards conversions, or clicks, or video views. When you take manual bidding into your own hands, the results can be a lot less predictable than what you’re used to in paid search.

For example, switching a FB Ad Campaign from a CPC Cap to an automated CPA optimization, is likely to perform much better. This is due to intent. Facebook knows their users more than most can realize. It is that data and behavior knowledge that Facebook has which will make your CPA optimization stand out with greater results than you had been used to in PPC search ads.

Facebook:

FB users ad set target VS Users most likely to convert.

Paid Search:

Users who searched for a particular query VS Percentage that actually converted.

Conversion Information:

Facebook gives you more information that is much more specific about what led to a conversion, compared to the information given by paid search.

Control:

Paid search may have much more control over specific items, but Facebook is less control and more trust in their algorithms, targeting, and so forth. This is one of the common areas that takes the most time to get used to.

With paid search, users tend to know what they are looking for. With Facebook Ads it is more of enticing someone who would potentially be interested in your product or service.

PPC advertisements is a realm that is clearly defined. Convert users looking for your product or service, and do it quickly.

Facebook ads are slower. These users are not searching for you, they just may or may not be interested in your product or service. They are unfamiliar with your brand, and just might not be in the market.

Picture the difference as someone walking into a store to purchase a CD, versus someone on the street handing out flyers to a show and trying to sell the CD’s to people passing by.

Do not, however, quit Facebook ads after one campaign. These advertisements are bigger picture. You most likely will not find overnight success with Facebook campaigns, but if you stick with it, your strategy will change, your tactics will change, and your campaign will begin to see growth.

As much as paid search platforms have grown through the years, Facebook’s ad platform is still in its beginning stages and it’s important to get in and learn now, rather than later.

And remember, you are not alone. Ask for help from professionals such as Ameri Sales, experiment, be cautious and eventually, you’ll get there. One exciting click at a time.

Targeting Multiple Keywords per Page for SEO Success

By | SEO, SEO Strategies | No Comments

In order for your keyword research to be more effective, SEO experts recommend that you identify a general concept, rather than simply focus on looking up keywords individually. What some refer to as “niche keywords” are simply different ways that a search engine user would look up a certain question.

For example, a page can talk about a rather broad concept, such as “why do some cats act like jerks?” The same page can include niche topics related to this subject. A couple related questions it can answer include:

  • Why does my cat claw furniture?
  • Why does my cat seem to ignore me at times?
  • Why does my cat knock objects off a table?
  • How come some cats get along with other pets, while others don’t?

Various keyword explorer tools now let their users find niche topics that are related to a more broad question. These same tools will also display related keywords and their attributes, such as search volume and level of competition.

Is It a Good Idea to Optimize Pages for Multiple Keywords?

For the majority of websites, the answer would be a definite yes. An SEO strategy focused on optimizing each page around a single keyword may have worked in the past but is likely to prove to be ineffective with the way search engines rank pages today.

A page optimized for just one keyword may not address issues related to a broader concept in a way that is useful to the reader. Sites where each page is focused on a single keyword may indeed contain a lot of useful information, but it will be spread out across many pages. This results in individual pages having less authority in the eyes of search engines.

Recent studies show that one page that ranks high for a certain search query can also have good positions in search results for dozens of other queries if it contains relevant information. For this reason, a better SEO approach involves including search queries related to a page’s main topic as H2 headings.

Finding Valuable Niche Keywords

A simple way to find many keywords you can target on one page is to enter a question format query in a search engine. These will often result in a “featured snippet” appearing at the top of search results, which provides a quick answer to the question you asked. In most cases, Google will also show a “People also ask” box, which are questions that the search engine believes are related to the general topic.

These suggestions are usually variations of your original query. Select the one that you think is the most in line with what a user would look for and you’ll get a new set of “People also ask” questions appearing at the bottom of the list.

Every one of the suggestions will show a featured snippet when clicked. The idea is to find queries with low-value snippets that don’t actually provide a useful answer to the question, as this provides you with an opportunity to step in and create a page that does.

Keep track of the questions that don’t generate a good answer and put them into your favorite keyword research tool. You can now see the search volume and competitiveness for various keywords, allowing you to select the most optimal ones for your page.

You will then need to create content that gives highly relevant and useful answers to the questions. Include your keywords in the H2 and H3 tags, followed by a useful description right after the headings. Articles that are useful will get noticed by search engines and will start rising through their rankings.

What to Expect and How to React to Ranking Fluctuations

By | SEO | No Comments

When it comes to Search Engine Optimization (SEO), rankings are some of the most important numbers to be concerned with. They determine how well websites and links fair in their specific market, so having to deal with fluctuations can be difficult. Switching back and forth routinely within the same range of numbers, say three and six, is not that large of a fluctuation. Jumping all over the place, though, that is the problem. There has to be a status of consistency in place for SEO rankings to work well. Here are some things to expect and how to react to ranking fluctuations when they happen.

Why Do Rankings Bounce Around?

It is not 100 percent clear why rankings can bounce around, but there are some things to do in order to keep the jumping around to a minimum. Most commonly it can change based on the search results that are being pulled from to perform the ranking task. It is important to note that more fluctuations happen the lower down on the results pages that a link lands. Therefore, a website might link higher some days than others. Here is the time to monitor any improvement.

What Happens When Higher Rankings are Gained?

Sometimes, when higher rankings are gained, more fluctuation might happen. It is extremely difficult to stay in one, higher-ranking position for longer periods of time. Therefore, smaller fluctuations across a few, specific numbers might happen. The fluctuation is not as high of a jump or as low of a drop between ranking positions, but the rate at which holding that rank occurs can fluctuation more often.

How to React to Ranking Fluctuations

When ranking fluctuations happen, the first thing to do is not to panic. Do not freak out. A few changes that were made might be behind the fluctuations, but going back and changing more tactics is not going to necessarily better a situation for the long run. In many cases, these negatives can end up working out for the positive, so one of the best things to do is to see if a negative fluctuation will spring back on its own before making drastic changes to the tactics being used. Therefore, using a week as a standard time period for measurement of results would ensure that these tactics have time to be fully implemented.

Do Some Comparison Shopping

When fluctuations occur that seem to be concerning, it might be wise to also watch fluctuations on the competitor’s side of the market. They might be experiencing similar things going on with their ranks, which mean that the search terms being used are at fault. Therefore, the rankings have to be reset to adjust to the changes that people might be making in the keyword search. Making sure keywords and tags are properly in place will help with this situation.

When worst comes to worst, rankings can be compared to traffic numbers. Sometimes, the fluctuation might improve traffic, even if the fluctuation seems to be a negative one. Therefore, this data needs to be monitored routinely.

Conclusion

There are many things that can be done in order to take care of rank fluctuations in SEO. Learning to put the right tactics in place and to be patient enough to wait those changes out means having the right chance to observe positive and negative fluctuations at their best.

Internal Links: The Secret to Effective SEO?

By | SEO, SEO Strategies | No Comments

When you hear the term “SEO”, short for Search Engine Optimization, you probably think of web content elements like keywords; however, there is so much more to SEO than just a few well placed words. Internal links that take readers to different pages and content on the same website are essential to keeping web visitors engaged in your content rather than going elsewhere to learn more. Read on to discover what solid internal links can add to your visitor experience.

The three most important aspects to consider when using internal links are: placement of the links, the first link, and the relevance of the linked page to the original content. Lets discuss each of these elements in depth.

Link Placement
Search Engines are able to tell when a web-address is trying to manipulate their way to the top of the search engine ranks by placing the same internal link at say, the end of every page, initializing clicks and traffic. These tactics can actually make your rank on the likes of Google and others drop drastically. Search Engines are quick to penalize and index a site, but they are also quick to forgive. Fix this common error and you may be surprised at how quickly your ranking bounces back.

The First Link
Make the first link on the page the most important link in the entire piece of content. Why? It turns out that Google has been experimenting with anchor text and typically only counts the first link on the page in cases where a page is attempting to link to multiple other pages internally. Incorporate internal links into your web content in order of importance, with the link you value most.

Relevance
If search engines hate when you try to drive traffic to a single page by placing the same link at the end of every page, then imagine how much they appreciate content directing at the same irrelevant link. If you guessed “not so much,” then you hit the nail on the head. If your content is about the fabrication process of one product and links to a relevant page, you’re on the right track. If this page links to a page about another topic, it could look like you’re trying to manipulate your rank.

By following these important tips and ensuring all pages have links to and from them, pages can increase their relevance on search engines. Take a good look at the internal links you already have and analyze how they can be improved and added upon. Get rid of content that doesn’t hold much value and play off the good stuff with internal links to content that people actually want to see.

Taking these steps will allow for a multi-faceted improvement. SEO efforts will not only assisted by this practice, but also the value your website visitors will get from viewing your content. This generates more shares, more views, and most importantly, a well-deserved higher ranking on the search engines.

How to Handle Tag Sprawl

By | SEO, SEO Strategies | No Comments

Nothing operates in isolation in a market situation. Products and services on offer are either complementary or supplementary. Hence, pushing your products towards success requires more than just offering them for sale due to the immense competition. Gaining a competitive edge over these other brands is the key to having the upper hand in any market. The online platform works under similar terms as well. To make massive sales, you have to make your products unique, such that they stand out from the rest. User-generated content will work out perfect for you.

User-generated content (UGC) is exceedingly valuable when well utilized. It is a rich source of content and site organization. More so, it helps in building natural language descriptions and human-propelled arrangement of site content. Most sites, be they blogs or e-commerce sites, benefit mainly from the use of tags that are a product of user-created content. Webmaster can use these tags to create taxonomies and categories of products for browsing, power site search, and provide well-endowed descriptions of site content. However, their use if not regulated can lead to SEO problems. Their submission in bulk could be cumbersome or even impossible. Leaving them unchecked, on the other hand, can lead to thin content, duplicate content, bad content, and general content sprawl. Fortunately, several forces have teamed up to solve massive tag sprawl problem.

Many site users have little or absolutely no idea what a tag sprawl is. In simple terms, it is the unchecked growth of unique, user-contributed tags that result in a lot of duplicate pages and unnecessary crawl space. It creates URLs of pages appearing to exist for the sole purpose of building an index across a complete range of keywords. The approach is an efficient solution for small blog sites but not the big ones like the e-commerce sites, which heavily depend on tags for products categorization. Users maximize on tag placement in an attempt to optimize exposure of their products.

To correct tag sprawl, useful review of each tag in the database and placing them in groups so that further action can be taken is paramount. The process starts with the determination of the quality of a tag and followed by finding out if there is another tag similar to it that has a higher quality. These tags could either be good tags or bad tags based on the numerous methods that could be used. The methods assist in the determination of whether the tag is valuable or in the identification of other tags that are valuable.

Some of these methods include spell correction feature, which utilizes built-in spell checkers and enables the fixing of large volumes of issues and bid value feature, which assists in determining whether a tag is commercially viable. In addition, the tag search volume method seeks to know the potential value of a tag while unique visitors feature helps protect tags that receive traffic from Google.

The tag count function is used to count the number of time a tag was used on the site while Porter stemming is used to identify the root word from a tag. Other methods include lemmatization that maps the tag to a dictionary form; Jaccard index that uses similarity coefficient; Jaro-Winkler distance that measures the difficulty of changing one word to another. Keyword planner grouping method is also common, and it helps identify highly related words while Wikipedia disambiguation feature assists in the determination of the master term to represent related terms.

Why Reviewing your Business is Important

By | Marketing, Reviews for SEO | No Comments
In the business world of today, many people spend their time to check the reviews of places they go for services like restaurants and banks. It is also a trend for most people to find an accurate NAP for business listings to find their locations for your business. Reviews are the reason why most businesses are chosen. As a business owner, you need to understand consumer sentiments, authenticity, responses, velocity and third-party or native website reviews.

This article is about the importance of reviews for your business. For profitability of your business, you need to ensure review management campaigns that will show the importance of this marketing strategy.

Rating icons will always show a 1-5 star or circles to consumers which they interpret quickly and know whether to buy from or invest in your business. This system has been there for a long time and is in itself a judge for value.

So, when an internet buyer is surfing the net looking for the ideal milkshake joint in town, he will always go for one that has 5 stars. Reviews simply work for or against sales. When you understand all this as a business owner, you also need to understand the impact of star ratings on rankings which is usually done to local packs. Some local packs have been ranked as ‘best X in the city’ for example best fries in the city. But Google is highly focusing on star ratings than local pack rankings.

The world is now getting to a point where high ratings are compared to high local rankings and that businesses should start to view its barriers of low ratings and make serious adjustments. If you are a big brand and you keep ignoring low star ratings, you may soon be forced to close shop, and also suffer the losses arising from it. You may also start to fight to maintain or improve the ratings for your existing/remaining stores. For every business to thrive in the market, it is imperative that it keeps upholding high business standards like customer relations, quality productions, and cleanliness.

Always consider the most basic expectations of your customers, like for a hotel, modesty can go a long way in keeping your clients and attracting others. When you don’t meet this expectation, the customers will most certainly share their sentiments in reviews, resulting in low ratings.

However much you may try to correct a bad business review, customers will always have a backing. They will always scan through your ratings and create a lasting perception about your business. If reviews keep repeating mention of a certain bad aspect of your business, this goes a long way in creating lasting Images in the minds of your customers and keeping them away.

We’ve looked at how the customer’s feelings can affect your business tremendously. Bad reviews can be a way through which you can change your problems. They are very valuable for your business. It also carries a high accountability value that seeks to find out if a business can confidently respond to customers or simply ignore and keep losing them. A business can provide all it can offer on their web page but when reviews come, they may be showing very different results and it’s only very obvious that the consumer will trust the reviews.

Always ensure you check your review in this regard, don’t let them go too low. The reviews will help you stay on top of your game.

Image SEO in the Visual Internet Era

By | SEO | No Comments

For all the talk surrounding virtual assistants and voice-enabled Internet search, online marketers and brand managers should not keep their eyes off search engine optimization for images.

There is no doubt that online searches conducted by the Google Assistant, Apple Siri and Microsoft Cortana are bound to become more commonplace over the next few years, but the visual appeal of the internet should never be ignored. There was a time when online search was mostly dominated by text elements; this started to change a few years ago when Google developers noticed a certain trend among people who specifically crafted their search queries to look for images.

Let’s say a young woman in a romantic relationship meets her boyfriend’s parents, who happen to be from the Lastovo islands of Croatia. Intrigued, she launches a search from the Bing app on her smartphone; since Lastovo is a very scenic archipelago, she is likely to tap the image browsing tab and swipe through the various photos. This search and image browsing practice is very common; one third of all Google searches focus on images, and 12.5 of searchers will specifically browse an image collection.

Why Image SEO Matters These Days

Jaded online marketers and brand managers often complain that the current paradigm of image search is not conducive to SEO. This complaint is only valid insofar as searchers who simply browse images; in the example above, the young woman may simply enjoy great photos of Lastovo and may not bother to visit the websites that actually host the images.

What if the young woman’s relationship progresses to the point that she entertains the thought of a future seaside wedding and honeymoon in Lastovo? In this case, image SEO will be quite powerful if it is done properly. An image that shows a seaside chapel will certainly capture the attention of the young woman, but only if it was properly alt-tagged with keywords such as “Lastovo weddings” or “Lastovo honeymoon packages.”

Aside from alt attributes and tags, proper image SEO includes captions, page title, URL, surrounding text, and the file name. Of equal importance is the quality of the image and the engagement it has produced; to this effect, a Lastovo tour operator should take scenic pictures of wedding chapels against dramatic sunset backgrounds and post them to Instagram. The idea is to get likes, comments and shares that the search engine spider will consider; additionally, embedding popular Instagram photos is another effective SEO tactic.

The Bottom Line of Image SEO

Searchers who browse Google or Bing image galleries, and who click or tap on the button to visit the corresponding website, are sending strong signals about their intentions. In the case of the woman who dreams of getting married in Croatia, her click on a Lastovo image hosted on the site of a travel agency is a strong signal of her potential plans.

Image SEO must fit within overall SEO goals; it starts with an analysis of the opportunities that can be pursued and continues with decisions related to the image. For example, a Croatian travel agency can create a section for Lastovo tour packages, weddings and honeymoons; the goal here is to develop a nice mix of content with images that are complementary. There should be articles with bullet points and videos as well as maps, but it is important to include an image with every content piece. At this point, the images can be properly tagged and shared across social networks.

Creating A Blog That Connects With Your Market

By | Content Marketing, SEO | No Comments

Businesses today don’t just have clients and customers, they have a following. Marketing today isn’t as much about selling a product as it is creating connection with your customers. Creating a blog is a great way to stay in touch with your client or consumer base to maintain ongoing connection. What you put in your blog, however, is very important. Like almost every other aspect of marketing, blogs must be strategic to create maximum impact. Here are 5 steps to creating a great blog.

1. Establish your goals

Ultimately, it’s important to define what you want the outcome of your blog to be, because if you don’t know what the goal is, you won’t have any way of determining if you are achieving it or not. Your goal might be to simply create positive association with your brand, boost sales of a certain product, increase your profile in a certain region or even climb higher in search engine rankings. Sometimes, you can achieve several of these outcomes with a number of blogs, but ultimately, you want to identify one over-arching goal and stick with trying to achieve that.

2. Create your content

There are a wide variety of ways to create great content and no matter what your ultimate goal is, you should offer a wide variety of content. Some content should be for the purposes of educating and informing, but don’t be afraid to just entertain sometimes too. Most of all, your blog should contain viable, actionable information. Think of your blog as the best way of offering a “freebie” to your clients and consumers. BOGO specials are great, but the knowledge you have about your given field is probably far more valuable.

3. Grow an audience

Creating a great blog doesn’t do you a whole lot of good if no one is reading it. Creating great content is the first step, but the second and most important step is letting people know it’s there. If you are not already active on social media channels, your first step is to establish a presence there, and then blast your blog through as many outlets and channels as possible.

4. RESPOND to your readers!

Regardless of what your specific goal is with creating a blog, ultimately will achieve it by creating connection with your audience. You can’t create connection if communication is a one-way street. If people are responding to your blog, that means they are reading it. If you want them to keep reading it, one of the best things you can do is respond to their comments, interact and engage with them.

5. Decide in advance how to deal with negatives

No matter who you are, what you do, create or put out into the world, you are always going to have detractors and nay-sayers. While it can be highly fulfilling to put an argumentative reader in their place, you want to do so carefully, with great caution and a great deal of humor if possible. In some cases, you may simply want to ignore negative comments (or simply delete them) but in many cases, it is important to actually respond – but to do so wisely, carefully and appropriately. Comments and responses on social media can quickly go viral and gain national attention. If or when that happens, you want to make sure the attention you are getting is for you and not against you.

How to Generate a Steady Flow of Visitors by Reaching out to Influencers

By | Marketing | No Comments

From creating quality content to experimenting with paid advertising platforms, you put a lot of work into getting targeted visitors to your website. Many marketers and business owners have trouble keeping enough traffic coming to their sites to justify their effort, leaving them with feelings of frustration and confusion. If you can relate to that problem, you are probably looking for a way to simplify the traffic generation process, and you can reach your goal with influencer marketing. You will reach out to the people in your industry who already have large audiences and offer to share your content. Each time someone accepts your offer, you will get a nice boost of targeted traffic.

Locate Influencers

When your goal is to generate a flood of traffic, finding the influencers who are in your field is the best place to start. If you have been in your market for a while, you will likely have a few in mind, but you will always want to keep an eye out for additional opportunities. You can search for them on Google, but joining social media groups related to the products and services you sell will also work wonders. Take some time to discover five to six bloggers, and you will be off to a good start.

Conduct Research
At this point, some people will instantly create content without taking the time to validate their ideas, and you must avoid that trap. Reading an influencer’s past blog posts is a great way to see the type of content that gets attention and inspires people to take action. Since Google places relevant search results on the first page, searching for keywords that your prospects are likely to use will provide you with even more ideas. As you review each page of content, ask yourself if you could do anything to improve the articles.

Content Creation and Outreach
When you have a clear picture of the type of content people enjoy, you can move forward with the process. If you have not already done so, create a few articles on your website that will capture people’s interest. You will then want to email the bloggers and let them know that you enjoy their content and think their audience would benefit from your material. You can create infographics and write guest posts for bloggers to place on their sites, and they will link to your content in exchange for your contribution.

Final Thoughts

Although you can try many things when your mission is to send as many people to your website as possible, influencer marketing is one of the most effective. Not only will you increase your traffic, but you will also build trust and credibility by getting respected bloggers to syndicate your content. Once you get an idea of how the process works, you will want to create a routine so that you can get a consistent supply of targeted visitors. As you gain experience, you will have an even better understanding of what works and what does not, taking your results to the next level.

The Offline Organic SEO Tactics Your Local Business Needs Right Now

By | SEO, SEO Strategies | No Comments

Onsite SEO is the foundation of your company’s online reputation, but a strong local customer base is what keeps business thriving. Merging organic SEO with offline tactics designed to draw local traffic powers up your marketing strategy and brings your brand to the attention of new customers.

Shifting SEO Landscapes
To jump-start offline promotions, you have to let go of outdated SEO practices. Keyword stuffing and lengthy meta tags worked in the past when search engine algorithms had a lot of loopholes. Today, the same approach is considered “black hat” SEO and is usually penalized. Smart business owners stick with “white hat” tactics, focusing on the customer experience instead of trying to trick search engines. Including keywords naturally, providing relevant links and maintaining a positive online reputation does more for organic search results than any amount of manipulation.

Linking Organic and Local
Consumers find nearby businesses by using local keywords, often while searching on mobile devices. Being near the top of organic search results is key if you want to attract the attention of these hurried users. To ensure the maximum amount of visibility, make it a priority to claim listings on location-based directories, including sites like Yelp, Google and Facebook. A greater number of listings means more possible links in search results and more places where potential customers can interact with your company.

Being the Genuine Article
To populate your online listings with positive reviews and useful customer feedback, amazing service must be the hallmark of your physical location. If you advertise a special, stock enough inventory to make good on it, and have a backup plan in case the response is more overwhelming than you expected. Strive to create an inviting, friendly atmosphere in line with the “voice” of your online presence. When customers have consistently positive experiences across channels, it can generate good reviews and improve local organic search visibility for your business.

Grabbing Good Feedback
To ensure customers remember to say something about their great in-store experiences, include links to review platforms on receipts, business cards and promotional items. Ask if they’d like to be included in your mailing list, and send follow-up emails asking for feedback. Short surveys with the option to leave a review at the end not only gather comments but also provide ideas for how to improve service in the future.

Tracking Offline Results
Sending out email surveys or directing customers to online review sites helps you keep track of how people found your store. Monitor all channels to determine the most lucrative, and make these the focus of your SEO strategy. Pay attention to how many people from each channel leave reviews or take surveys, and note the balance of positive to negative feedback. Higher traffic means a better ROI and can help you maximize your advertising budget to continue improving offline SEO.

Following honest marketing practices when promoting your business online and off is the best thing you can do to improve rankings in local search results. The combination of smart onsite SEO and stellar offline customer service creates a dynamic designed to bring in good reviews and encourage first-timers to become repeat customers. Keep your local audience in mind as you refine your marketing strategy to maintain long-term connections and make the most of local organic SEO.