Bing is often seen as the secondary choice when launching a paid search campaign – Google Adwords usually being the first choice. However, Bing has made some impressive changes to their offerings with paid campaigns and have some unique features that Google AdWords does not offer.
The Bing App – The Bing Ads app, which was launched for iOS in April 2015, is available on mobile devices, making paid search campaigns easy to maintain if you’re always on the go. It’s a fantastic feature for business owners or account managers who are often away from the office but still need to access their accounts.
Expanded Text Ads – Bing now offers expanded text ads within their Bing campaigns, giving marketers the ability to write more compelling ads and calls to action.
Shared Budgets – Shared budgets eliminate the time spent setting up and calculating campaign budgets. Advertisers have the option of having multiple campaigns running under a single budget, reducing the time spent to manually calculate individual budget allocations among a large number of campaigns.
Expanded Device Targeting – This gives advertisers the ability to adjust bids for various device types, and expand the range for bid adjustments regarding desktop users, tablet users and smartphone users. Bid adjustments by device type can be combined with Bing’s other targeting criteria, including geographical location, age and gender, and time of day/day of the week.
Partner Program – Bing now provides a deeper level of recognition for valued advertisers. Partners will receive special opportunities, brand association with Bing/Microsoft, access to valuable marketing content, and technical/sales training.
More information on Bing Ads can be found here: https://help.bingads.microsoft.com/#apex/3/en/56812/0
There’s a reason why the saying “there’s an app for that” came about. Some believe that eventually, the reliance on apps will become so prevalent that businesses will almost have to invest in an app. Now that search engines can crawl, index, and even stream content from apps, there’s even concern that traditional websites will play less of a role in the future – possibly disappearing completely. Although it’s unlikely that websites will die out altogether, there will definitely be more changes coming in regards to how search engines will interact with apps, as there are more mobile users than PC users today. For more on mobile versus desktop users, you should read this article: http://www.designer-daily.com/analyzing-mobile-vs-desktop-user-behavior-29380
With a few simple development protocols, you can get your app listed in search engines for relevant user queries (on mobile devices).
With the exploding popularity of apps, it’s difficult to predict just how far they will take us. And, with new technology still traveling at full force, even apps may eventually get replaced with something else. But for now, they’re here to stay, so use them to your benefit.
The answer is yes. E-commerce marketers must pay close attention to a variety of e-commerce-specific factors, especially considering how huge this market has become. In 2015, e-commerce sales in the U.S. totaled $341.7 billion. As business owners know, any opportunity to enhance your click-through rate should always be taken. And with more than 3.3 billion digital shopping baskets being filled in the U.S. each year, it’s in every retailer’s best interest that as many people as possible are lured to their online checkout.
- Only 3 percent of the top 10 e-commerce pages have Google AdSense or Adlinks on their pages. So, as much as possible, avoid having ads appear on your e-commerce website.
- Across the top 10 Google positions, e-commerce pages have, on average, 70 percent more bullets per list than the overall benchmark. By doing this, product details can be more easily scanned by visitors, making the online checkout section easily visible without scrolling. So be sure to make good use of your bullets.
- In e-commerce, internal links are good. URLs on the first page of the Google search results have 70 percent more internal links than the overall benchmark.
- Across the top 20 of Google’s search results, well over half of e-commerce pages have an online store above the fold. This is more than double the overall average.
- Video plays a less significant role in e-commerce than for websites in general. Only 35 percent of e-commerce pages in the top 10 have embedded videos. If you do use product videos, keep them under a minute.
- The word count for e-commerce URLs in the top 10 is around 25 percent higher than the overall average. Keep this in mind when designing your e-commerce website.
- Most e-commerce websites that offer many products use filters. This is fine, but pay close attention to the URL parameters, as they sometimes cause “duplicate content” with Google.
Every business owner that has e-commerce on their website should be taking these points into consideration, along with general SEO strategies, when putting together their site. More details on mastering e-commerce SEO strategies can be found here: https://www.catalystdigital.com/wp-content/uploads/E-CommerceSEOStrategies-Catalyst.pdf
Are you driving traffic to your site? And, are these users staying on your website, or leaving quickly? These reports will give you valuable insight into your users, and their behaviour when visiting your site. Using reports can sometimes be challenging, with some learning curves along the way. But, once you have familiarized yourself with how they work and what they can produce, you’ll find that the information gained was well worth the time spent.
1. Mobile Performance Report – This report shows you how well your website is optimized for mobile and where you need to make improvements, if necessary. Today, the total number of mobile users now exceeds the total number of desktop users, so it’s very important that your website is “mobile-friendly”. Google even penalizes websites that are not mobile-friendly.
To access this report, log in to your Google Analytics account, and then go to Audience -> Mobile -> Overview
2. Traffic Acquisition Report – For many marketers, this will be their first step in the reporting process. It will tell you whether or not people are actually clicking on your ad and whether it’s generating any traffic to your site.
To access this report, log in to your Google Analytics account, and then go to Acquisition -> Overview
3. Content Efficiency Report – This report will track entrances, page views, bounces and goal completions. It will tell you what type of content performs best with your readers and tell you which content is shared most by your users.
To access this report, log in to your Google Analytics account, and then go to: https://www.google.com/analytics/web/template?uid=t0xDHWQkTluMQpDqEpp1Gw
4. Keyword Analysis Report – This report will help you to figure out what keywords are working best for you and what keywords you need to optimize for in the future. It analyzes the most popular incoming keywords to your site, and it shows visitor metrics, conversion rates, goal completions and page load time for each keyword.
To access this report, log in to your Google Analytics account, and then go to: https://www.google.com/analytics/web/permalink?type=custom_report&uid=KisQj0PlRYymBJ_7uo0FHg
5. New vs. Returning Visitors – This report will tell you what percentage of your users are coming back to your site, as well as keeping track of returning visitors who usually end up becoming readers, followers and customers.
To access this report, log in to your Google Analytics account, and then go to Audience -> Behavior -> New vs. Returning
6. Landing Pages Report – This report will tell you which pages your visitors are landing on when they first enter your website. With this information, you can figure out how users are interacting with your site. If the report shows that some pages have a substantially higher bounce rate than others, you can take steps to make high bounce rate pages more engaging.
To access this report, log in to your Google Analytics account, and then go to Behavior -> Site Content -> Landing Pages
7. Bounce Rate vs. Exit Rate Report – This report compares the bounce rate vs. exit rate for different pages on your site. “Bounce Rate” is the percentage of visitors who don’t take any action and leave from the same page they landed on. “Exit Rate” measures the percentage of your visitors who browse more than one page on your site before leaving.
To access this report, log in to your Google Analytics account, and then go to Behavior -> Site Content -> All Pages
Once you’re comfortable enough with these reports, you can go a step further and customize them to your needs. For more on custom reports, visit: https://support.google.com/analytics/answer/1033013?hl=en
These tools provide an incredibly valuable service for virtually every type of business. What started off as a simple concept (back in the Webcrawler days) has now turned into a multi-faceted marketing necessity. Social media, in particular, has become a marketing giant and has changed the way we see digital marketing. Without a doubt, there will be many more changes and new digital marketing strategies still to come. So, to be competitive and stay in the loop in terms of new and emerging trends, you need to stay on top of things and research frequently.
1. Search Engine Land – A leading daily publication that covers all aspects of the search engine marketing industry. This publication organizes and hosts the Search Marketing Expo (SMX) conference every year. It’s considered the industry’s “go-to news source” for both breaking headlines and comprehensive marketing analysis.
2. Search Engine Journal – A diverse and reliable source of Internet marketing. SEJ takes a community-based approach to search marketing content. Virtually all of its contributed articles come from real online marketing experts, whether they’re independent or in-house.
3. Google Adwords Blog – The most definitive place to get officially sanctioned news about new AdWords features. The AdWords blog is the news source for PPC marketers who need to know what’s going on as it happens.
4. Moz – Creates top-tier content about SEO, and wider digital marketing trends. It’s one of the digital marketing industry’s best-known companies. There’s always something worth reading here.
5. Media Post – One of the most comprehensive online advertising, digital marketing and media news sources out there. They are an integrated publishing and content company that provides a complete array of resources for media, marketing and advertising professionals.
No one has heard of you yet, and Google doesn’t even know you exist at this point. So where do you start? How do you create the biggest impact in the shortest amount of time?
Google AdWords is a must for new startup businesses. It will take you years to build search engine ranking and authority. Those initial years are crucial to your new business, so you should take full advantage of AdWords to help you get the word out and start making sales. The beautiful part of it all is that visibility is instant. Regardless of your website’s ranking, or lack thereof, the ads will show instantly in search results for the keywords you are targeting.
Although Google has a number of options and settings to customize your AdWords marketing campaign, it does a decent job of making a campaign fairly straightforward. As a beginner, start with learning the basics (bid management, keyword research, PPC options), and focus on those for now. Eventually, you will want to revisit and fine-tune those settings. You have a multitude of targeting options, including geography, which allows you to choose specific countries, areas within a country, cities, territories, or even a radius around a location. It also has 40 language options you can choose from.
Every single aspect of your marketing campaign can be measured, right down to the number of clicks, number of impressions, click through rate (CTR), number of conversions, conversion rate, cost per click (CPC), cost per acquisition (CPA), and more. Therefore, measuring your return on investment is simple. And, if you’re budget permits it, having a dedicated team regularly optimizing your campaigns and fine tuning keywords, ads and ad groups will ensure your results will improve more and more over time. Hiring a professional who is already well-versed in AdWords will ease the learning curve and speed up the process of creating those initial campaigns.
No matter what, you want your content to be intriguing, easily understandable, and of course, search engine friendly. Every article or blog post is like a web page in terms of search engine ranking. Therefore, you should be optimizing each post with specific keywords related to your business or cause.
- Keep the URL links in your content short, with no more than 50 characters.
- The average article/post ranking #1 in the search results has 2400 words.
- Use your H1, H2, and H3 tags accordingly. It’s one of the most important aspects of SEO. The post title uses an H1 heading tag. For the sub-heading, you can use an H2 heading, and then an H3 heading, and so on. (more on H1, H2, and H3 tags can be found here: https://www.tmprod.com/blog/2010/h1-h2-and-h3-header-tags-for-seo).
- Interactive content shows better results than static content. Include other media in your content such as photos, videos and graphics. Articles that have an image every 75-100 words get the most “shares”.
- Mentioning 3-5 people (links) in your post can increase “shares” by 3-5 times.
- Keep it simple. Don’t create content that is too technical or uses too many complex words. Ideally, your content should be easily understood by a 15-year old.
- Keep the file sizes of images and videos to a minimum. You should definitely be using high quality images, but keep the file sizes low to speed up page loading.
- Remember to include your social media buttons (Facebook, Twitter, LinkedIn, Google+, etc) in order to increase shares and likes.
- Post frequently. Search engines love daily content. Also, keep in mind that people click more recent posts, more often, hypothetically helping them rank higher.
- Make use of your meta descriptions by using relative keywords.
- Filenames of images matter! Search engines cannot recognize images for what they are. So, they rely on image filenames and Alt Attributes to recognize them. Be sure to use your keywords when naming media files.
Essentially, it’s free marketing. You have the biggest, most frequently-used search engine in the world (Google), pointing at your exact business location, visible from any computer, GPS, or mobile device. Not claiming your business is like leaving free money on the table.
There are also numerous other benefits. Perhaps you have business associates or a customer that is coming from out of town. Being unfamiliar with the area, they may have a hard time finding you. But, being listed on Google Maps allows users to click on your business listing and then get exact directions so they can easily find your location. Panoramic views, street views, birds-eye views – all of these tools will give people the feeling of being there, before they actually get there.
If you list your business on platforms like Google Maps, Yelp, Foursquare, and Apple Maps, you’re listing all the information related to your business, including a link to your company’s website. This means there are now at least four links on reputable websites directing relevant traffic to your site, and this helps your business to stay competitive and helps to build brand trust. Even if you do not have a strong web presence, you can include your brick-and-mortar business on the web by having it mapped for all to see.
Moved to a new location? Have a new website? Changed hours? Having misinformation still floating around online can be frustrating to others that are trying to find you. But, Google Maps and other various platforms are a good way to prevent misinformation – and when any of these changes are made, the results are practically immediate.
Can this information help you with selecting better keywords for your business? That all depends on what type of business you’re in. Your SEO keywords are the key words and phrases in your web content that make it possible for people to find your site with search engines. A company’s website that is well-optimized for search engines will have highly targeted, relevant keywords that are related to their business.
Keywords and SEO are directly connected. Keywords are the foundation of search engine optimization. Developing your list of keywords is one of the first and most important steps in any search engine optimization plan. So, while using highly searched keywords is considered a good thing, they also have to be relevant to your business, or you won’t reap many benefits. For example, “cheap flights” is searched 2,740,000 times per month. If you have a hang gliding business, using this keyword won’t help you. But, if you owned a Travel Agency, on the other hand, then “cheap flights” would be an ideal keyword to use.
For a complete list of the top 100 most popular Google keywords, visit http://www.siegemedia.com/seo/most-popular-keywords
There could be a number of reasons for this – particularly if it’s a new website. As a first step, though, you should check and see if your website has been indexed by Google.
There are three main components to an organic search: crawling, indexing and ranking. When a search engine like Google visits your website, it crawls through all of the links it finds. The information is then gathered and entered into the search engine’s index, where different factors are used to determine which pages to fetch, and in what order, for a particular search.
For each webpage crawled, Google dissects the document, splitting it up into a set of word occurrences, along with other additional information. At the same time, they parse all the links and store information about them, such as anchor text and where the link directs you. Google takes the parsed data, and generates an inverted index, assigning the web page document, according to each of the words on the page.
Therefore, it’s important to make sure Google has indexed your website. In order to determine whether or not they’ve done this, you can use the “info:” search operator followed with the URL you are checking.
For example: info:http://thebestmedia.com.
If the URL is indexed, a result will show up for that URL. If the URL was not indexed, it will display a message that says, “Sorry, no information is available for the URL thebestmedia.com.” If you realize your site is not indexed, you need to act fast. If you want some great tips on how to get quickly indexed by Google, check out this website: https://blog.kissmetrics.com/get-google-to-index/.