Contributor Will Scott outlines six reasons why your business can’t afford to ignore YouTube when it comes to online marketing.
Advertising on YouTube is a cost-effective way to reach potential customers for nearly any product or business. YouTube users consume more than a billion hours of video content per day on the site. Within that large volume of traffic, advertisers are able to target specific demographics and regions.
For startups and international corporations alike, the video-sharing website has become an increasingly popular place to advertise. In 2017, 20 percent of all video ad revenues in America will go to YouTube, according to eMarketer forecasts. Below, find out why so many businesses are turning to YouTube for online marketing.
1. High rate of consumption
With over a billion users, YouTube hosts nearly one-third of all the people online. And the platform reaches more 18- to 49-year-olds than any cable network in the US, according to YouTube.
With younger generations reluctant to pay for television and cable, YouTube provides a free alternative for all kinds of media content, from music videos and tutorials to vlogs and cat videos. Industry-specific and informational videos are an effective place to reach niche markets, but outreach across YouTube puts your message in front of a much broader audience.
2. Find your business’s target audience
As with other online platforms, advertisers on YouTube have the freedom to target specific regions and demographics for their advertising budget. By sponsoring specific kinds of content, your business can advertise on the types of videos most likely to appeal to your potential customers.
Nationwide and industry-specific targeting is easy with the suite of options available to advertisers. Because many viewers are logged into their personal YouTube accounts, advertisers can target specific populations based on their search history and other key data. Affinity audiences allow your business to target viewers based on categories of interests, like auto enthusiasts or do-it-yourselfers.
3. Follow your audience along the consumer journey
Depending on search terms and video content, you can target customers with different types of videos. Is a viewer already comparison-shopping for your service? Your commercial may need to emphasize reasons to choose your business. On the other hand, the same video may not be effective for your established customers.
Customer Match allows you to filter the audience for particular videos using data from AdWords and uploaded email lists. By showing specific videos to your customers and newsletter subscribers, you can reinforce brand loyalty and shape the reputation of your company.
4. Part of a diverse advertising strategy
Facebook is likely to remain the biggest player in social media, but YouTube has a solid footing with vloggers and video content. Rather than advertising exclusively on one website, it’s better to plan an inclusive strategy that includes both social media and paid search advertising on Google.
When users move between search engines and different social media platforms, it’s important to have a clear presence across the different arenas for advertising. The mobile viewers on YouTube spend 40 minutes in an average session. Advertising directly on YouTube allows your business to reach your audience when they aren’t actively on Facebook or interacting with search engines.
Unlike other forms of advertising, online ads provide detailed information about the effectiveness of each listing. Exposures, click-through rates, bounce rates and conversions are just a few of the critical data points that would be nearly impossible to objectively measure with radio, billboards and conventional alternatives.
With data about which ads are most effective, your business is better able to tailor promotional and marketing strategies in the future. The relative success of certain ads can serve as market research into the selling points and products most important to consumers.
6. Audience research
Unlike with conventional television, YouTube advertisers can allow viewers to “skip” after the first few seconds of a commercial. While millennial viewers skip videos nearly 60 percent of the time, according to a survey from LaunchLeap, that isn’t necessarily a bad thing for advertisers. Viewers eager to skip after the first few seconds likely aren’t interested in the product or service, and platforms like TrueView allow you to pay only for the content watched to completion.
The data about which viewers click “skip,” on the other hand, can be beneficial for evaluating the success of different marketing strategies. You can even learn how long viewers continued to watch, whether they skipped immediately or after a certain point in the commercial.
The major benefits of advertising on YouTube parallel the advantages of other online marketing strategies. Unlike billboards and other tangible forms of product promotion, online advertising is easily scalable to fit any budget. A higher available budget can be used for a higher level of exposure and views. On the other hand, a small budget can be specific for targeting a niche industry or interest group.
YouTube video advertising is just one of many important elements for promoting your company’s presence online. Make the most of this vibrant social network by making sure that your business is a visible participant.
Common PPC keyword mistakes (Understanding broad match vs. phrase match vs. exact match) | Search Engine Watch
Google AdWords offers three major keyword match types: broad match, phrase match, and exact match. It’s safe to say that if not you don’t know how to use each correctly, you could be wasting your PPC budget.Choosing the right keyword match types can help you target your ads better so you get higher-quality traffic to your site. Match types are simple to understand, so it’s important to take time to learn about them before you do anything else with your PPC campaigns.
What are match types for PPC advertising?
The first question is easy: What does match type mean? In short, the match type you choose for each keyword specifies which searches Google can show your ad. Your match type determines whether a wide audience will see your ads or whether your ads will only show for a few highly targeted searchers.
Your first step is to create a keyword to track by navigating to the “keywords” tab and clicking the red “+Keywords” button, as shown below:
After clicking the red button you will be taken to a page where you can add multiple keywords, as shown below:
Once you save that keyword, you can select the keyword to change the match type. Consider the specific differences below:
Of all the keyword match types, broad match casts the widest net. When you choose broad match for a keyword Google will show your ad to people who type in all kinds of variations of your keyword, as well as the keyword itself.
For example, let’s say your keyword is ceramic pots. If you set this keyword to broad match, your ad won’t just show up for people who type ceramic pots into the search bar. Google will also show it to people looking for blue ceramic pots, ceramic cooking pots, and cooking pot ceramic. Your ad can even show up when people type in synonyms of your keyword, like pottery cookware.
Simply click in the keyword to change the match type:
Broad match is the default match type for keywords, so if you haven’t adjusted your keywords’ match type, they’re currently set to broad match. You don’t need to use any special symbols to set a keyword to broad match, although you do need to use symbols for other match types – more on that in a minute.
It’s a good idea to use broad match keywords when you want to reach the widest audience possible. Depending on what you’re trying to achieve, though, this strength could become a weakness. The impressions you get from broad match keywords aren’t very targeted, and that could mean you’re paying for clicks from people who weren’t interested in your offer to begin with.
Modified broad match
You can get around some of the downsides of broad match keywords by using a modified broad match type instead. This lets you specify which words must be in a search query for your ad to show.
If you do this, your keyword still falls under the broad match umbrella, but you have a little more control over who sees your ads. Modified broad match is a powerful tool for keeping your keywords flexible while cutting down on irrelevant traffic.
To modify a broad match keyword, place a + sign directly in front of any word that must be in a query for your ad to display. For instance, to re-use our example above, you could modify your keyword by changing it to +ceramic pots.
This tells Google not to show your ad unless “ceramic” is somewhere in the query. For instance, your ad could show up for ceramic bakeware and stockpot ceramic, but not for pottery cookware.
You can also insert a “+” before more than one word in your keyword. If you wanted your ad to show only for queries that included both the words “ceramic” and “pots,” you could modify your keyword to +ceramic +pots.
Phrase match lets you specify an exact phrase that must be in a searcher’s query for your ad to appear. It lets you hone in on your intended audience more than the broad match type, but isn’t as restrictive as exact match.
To set a keyword to phrase match, put quotation marks around it. This lets Google know to only show your ad to people who used your exact keyword (or close variations of it) somewhere in their query. If your phrase match keyword is “ceramic pots”, your ad can show up for the searches “heavy-duty ceramic pots” and “ceramic pot with lid” but not “ceramic cooking pots.”
When you use an exact match keyword, your ad will show up for people who type in that exact keyword (or close variations of it) and nothing else. This match type will limit your impressions the most, so use it with caution. The impressions you do get, however, will be highly targeted, so they’ll be more valuable than the impressions you’d get from a broad match keyword.
Set a keyword to exact match by putting it in square brackets – for example, [ceramic pots]. Only people who type ceramic pots or close variations of it into the search bar will see your ad. There’s no way to turn off close variation matching in Google, so your ad will still show for people who search for ceramic pot or another very similar term.
Negative match isn’t a keyword match type in the same way as the ones above. Rather, it lets you specify words you don’t want your ad to show for. If you know your ad won’t be relevant if a certain word is in a search query, set that word as a negative match. Google won’t show your ads to any of those searchers.
For instance, if ceramic pot is your keyword and you’re selling cooking pots, you might want to set “vase” as a negative match. Otherwise, people looking for ceramic vases might stumble upon your site and then leave right away, which only wastes your advertising dollars.
Set a word as a negative keyword by including a “-” in front of it, like this: -vase. Below shows you how to navigate to the negative keyword tab. You simply click the red button once again, and here you have a choice if you want these negative keywords to be for one campaign or your entire ad group, as you can see below:
What counts as a close variation?
We’ve mentioned a couple of times that Google automatically lumps very similar terms in with your keyword. At this point, you might be wondering what a close variation actually is. According to Google’s page on keyword matching options, close variations include all of the following:
- Common misspellings
- Singular versions of plural words, and vice versa
- Stemmings, or words that all have the same root – e.g. cook, cooking, and cooked
How can you make sure you’re choosing the right match type?
Now that you know what all the match types do, how should you plan your keyword strategy? Google recommends starting out with broad match keywords and then narrowing them down as appropriate. Keep an eye on your search terms report, which tells you which queries people typed in to see your ad.
If you notice that your ad is showing up for a lot of unrelated or irrelevant queries, try adding negative keywords to weed some of them out, or use more restrictive match types for your keywords.
You can find your search terms report using a variety of tools. AgencyAnalytics is one such tool that allows you to also click the keywords tab (shown below) for all of your keyword data to help create a full picture:
It’s also a good idea to vary your keyword match types. Don’t use all broad match keywords, or your ad will display for too many people who aren’t interested. Likewise, if you only use exact match, your ads might not show up often enough to get you good results.
Mix it up based on what makes sense for each keyword, and aim for a good balance between reaching a wide audience and showing your ads to the right people.
You can choose great PPC keywords, but if you don’t deploy them well, they won’t get you the results you want. Choosing your keyword match types is an important way to determine which searchers see your ads, and this ultimately impacts your sales.
Monitor your search terms report to see how your match types are performing, and adjust them as needed, and you just might notice a big difference in your traffic and sales.
What’s your strategy for using keyword match types? Tell us your thoughts in the comments below!
The digital marketing landscape has evolved significantly over the last two decades. And between Google’s ever-changing algorithm and the deluge of misinformation floating through the digital marketing sphere, it’s easy to lose sight of basic practices we should be employing in our own SEO and content marketing strategies.
With every new algorithm update and technological shift in search, we become obsessed with how the field of SEO will enter a wholly new paradigm, and we shift our focus to reflect this. Yet as much as the medium may change, the core principles remain the same — and it’s time to get back to the basics.
We all understand the secrets and best practices of SEO, so why do we often fail to leverage these tactics? Let’s explore five common blogging mistakes you may be making right now.
Unoptimized keyword structure
Despite the rise of semantic search and machine learning technology, keyword research should still take precedence when modeling an internal content marketing campaign. All on-site content should be thematically linked by topics and keywords to your overall business objectives.
If our content is simply covering topics and not keywords, how do we know what users really demand? Without keyword research, how can you truly know who your audience is and who you are writing for?
Keywords serve as the bridge between user intent and informational/transactional content. Keyword-optimized content helps to position individual web pages to rank higher organically and drive impressions for targeted searches. This effectively makes blog content a lead generator.
For on-site blogs, the focus should remain on informational long-tail keyword phrases. Common examples include question phrases beginning with how, what, when, where and why.
Other keyword ideas could include actionable phrases that are often searched for, such as the top “tips” and “hacks” to improve upon some process.
Bloggers often fail to optimize their headers, meta tags and content with targeted keyword phrases. Consider the fact that specific keyword phrases will often be bolded within the meta description of a SERP listing, potentially increasing your click-through rate.
Inadequate keyword research runs deeper than failing to optimize your header structure (e.g., title, meta description). Many bloggers fail to leverage semantic SEO, or similar keyword phrases with the same meaning. Semantic SEO allows bloggers to create more thorough and readable content that can drive impressions for multiple keyword phrases, answer more user questions and qualify your content to be a featured snippet — think of the rise of voice search.
On the other hand, over-optimized content could cross a dangerous line as well. Keyword stuffing, or possessing a high keyword density, will qualify your content as spam. Keyword stuffing also obstructs your content’s readability, which results in poor user signals.
Following SEO best practices, it’s still important to optimize all relevant site elements, such as URLs and meta tags, with targeted keywords to categorize and rank individual web pages. And aside from signaling to search engines the main focus of your on-site content, keywords also serve an important function for your site architecture.
Inconsistent internal links
Internal linking is probably one of the most overlooked aspects of SEO optimization, and issues with internal links frequently occur on SEO agency websites themselves!
There are many functions of proper internal linking for SEO:
- Establishes paths for users to navigate your website.
- Opens up crawling to deep linked web pages and increases crawl rate.
- Defines site architecture and your most important web pages to search engines.
- Distributes “link juice,” or authority, throughout your website.
- Indexes linked-to web pages by the keywords used in the hyperlink anchor text.
While backlinks remain the gold standard of search engine ranking factors, their magic can be amplified through strategic internal linking.
Ideally, you’ll want at least three to five internal links per blog post, and a drop-down or navigation menu on your home page to provide deep links to inaccessible web pages. Just because a piece of content is posted to your blog, it doesn’t mean Google or Bing can automatically access it.
Conduct a thorough internal link audit and record which web pages have the most authority. Simply insert internal links on these pages to other high-value internal pages to distribute authority evenly throughout your domain.
Many websites display featured posts in a drop-down menu or on the home page to distribute authority to their blog posts. A blogger’s home page will be his/her most authoritative. Limit the number of links between each blog post and your home page to evenly distribute link juice throughout your domain.
Don’t overlook the importance of a sitemap, either. This will ensure all web pages are properly crawled and indexed — assuming URL structures are clean and keyword-optimized.
Finally, optimize all anchor text to categorize and drive impressions for linked web pages. Be sure to use varying anchor text phrases for each link so that you can rank your web pages for multiple search queries.
Poor page copy
As we often say in digital marketing, it’s important to write for readers and not search engines. Keep content light, don’t try to show off knowledge with excessive jargon, and write for readers on an eighth-grade reading level.
In most cases, on-site content is not about publishing, but building awareness around a need. I always suggest placing actionable tips in informational content to provide value.
Content marketing is as much a branding exercise as it is a marketing tactic. Consistent content production establishes your brand’s ethos and also creates your voice as an author. In turn, this establishes you as an authority in your niche.
Don’t sacrifice this authority with poor body copy.
Look over your blog post as a whole. What does a reader experience when they first encounter your web page? Consider the fact that the average attention span is estimated to be eight seconds. Optimize your header structure and meta tags to encourage easy scanability and communicate a clear purpose.
Leverage a powerful headline to pique reader interest, and nurture this interest with a strong introductory paragraph. Always insert clear transition phrases, and consider using animated GIFs and videos to give users a mental break between long chunks of paragraphs. These will also increase your average user dwell time.
Make your content visually appealing by utilizing white space properly and inserting images after every 400 words or so. This essentially chunks content and prevents information overload.
Finally, edit fiercely. Many writers live by the rule that about two-thirds of writing should be editing and reworking. Use tools such as Grammarly and the Hemingway App to create concise and clean body copy.
Unoptimized images and videos
Speaking of poor page copy, most bloggers still ignore image and video optimization. Unoptimized image file formats and sizes are the most common load time mistakes that deteriorate SEO performance.
All on-site images should be formatted as .jpg, and all vector images as .png.
Always optimize image alt text to position it to rank in a targeted keyword image search. The alternative text is what’s displayed when a browser fails to actually display the image and tells search engines the content of your image. (It’s also used to describe images to those with screen readers.)
When optimizing video files, host all of your video files in a single folder and create a video site map for search engines to index your videos. You should optimize the meta description of all video pages with targeted keywords for indexation. Leverage a call to action in your meta description and video annotations.
Video marketing can be distributed from multiple channels, as well as your blog. According to a recent survey by HubSpot, 43 percent of consumers want to see more video from content marketers.
Poor content promotion
This leads us to probably the greatest error that plagues bloggers and stumps small businesses. We’re told that a good piece of content should serve as a natural link magnet and even rank highly based on the merits of the writing itself. To be candid, from experience we’ve discovered this isn’t always true.
Consider the idea that a 10-hour project totaling 3,245 words, featuring exquisite content and imagery, is just as useless as a poorly written 400-word listicle if it doesn’t drive conversions or traffic. This is what I refer to as potential energy. Without a proper technical structure or any content promotion strategy at work, your awe-inspiring content is a dud.
What if, after writing his Theory of Relativity, Einstein had simply posted his theory on his front door and waited for someone to discover it? Content distributed over a blog on a young domain won’t gather backlinks or social shares without promotion.
Leverage your connections, and follow these strategies to promote content and allow it to compound over social media:
- Have influential members of your organization share and promote a piece of content.
- Contact influencers over social media to share content.
- Request a quote from an industry thought leader to place in your content; advertise this in your rich snippet on social media channels.
- Repurpose content into a video or infographic for greater shareability.
- Contact websites that have linked to similar content in the past.
- Submit your content to replace relevant broken links on authoritative sites.
- Run a paid advertisement campaign over social media to place content directly in front of targeted audience members.
Content promotion involves thorough audience analysis. Segment audience members into one of three boundaries based on habits, demographics and psychographics. Investigate what social media channels each audience segment uses the most and the points of time when they are most active.
Understand which pieces of content perform best over specific social media channels. The most viral content examples include:
- “How-to” tutorials
- “Why” articles
Content serves as an effective pull marketing tactic and inbound lead generator. Yet, if content is simply sitting on the shelf and gathering dust, it’s a lost investment.
Social and user signals factor greatly into organic ranking. Essentially, social promotion will draw users to your content, which will determine — based on their engagement — the efficacy of your content.
SEO agencies and content marketers often tell clients about technical and onsite errors they may be making. But sometimes it takes a little realism to take a step back and analyze our own campaigns for greater success in the long run.
Hopefully, you’ll take the news that your SEO content strategy is imperfect in the right way. It’s an opportunity to refine and improve.
For most businesses, the summer season means a slow-down in industry events — but for digital marketers, there is no rest! My company was out in force at both The Turing Festival and BrightonSEO this year, both of which represent fantastic forums for knowledge-sharing and networking.
Reflecting on what were hugely insightful conferences, I’d like to run over themes that stood out to me — and how digital marketers can put insights drawn from them into practice.
Attendees of both conferences were spoiled for choice: Speakers from the world’s largest and most inspiring companies, including Google, Moz and Skyscanner, headlined stages. Members of our paid search team were particularly wowed by the session delivered by Wil Reynolds, the founder of Seer Interactive.
Breaking down silos
Wil Reynolds’s background commanded the audience’s attention from the get-go with a story that is still relatively unusual in the marketing world. Originally an SEO expert who turned to PPC, Reynolds suggested that the notion of switching between elements of search marketing shouldn’t be unusual in 2017, but that it unfortunately still is.
Typically, search professionals specialize in either paid or organic search and rarely move from one to the other. However, combining these skill sets can strengthen a marketing team and add value to the services it delivers to its clients.
I think that’s an important lesson for marketers, whether agency or client-side. Integrated marketing strategies are more effective than siloed efforts, and we have no shortage of case studies to that effect here at QueryClick.
Describing how he broke out of his own silo and combined SEO with PPC, Reynolds highlighted how the two areas of search complement each other — a message that resonates with me personally as a marketing professional who recognizes that an integrated approach delivers the strongest results.
A holistic approach
In a modern digital marketing world, however, the merging of skills goes far beyond mastering both SEO and PPC. The way people consume content has drastically changed over the last decade. The rise in mobile media consumption has led to a diverse range of content platforms, and marketers now have extensive opportunities to tailor their messaging and reach their target audiences.
To ensure consistency across platforms, today’s brands demand an integrated approach with a cross-skilled team that breaks down silos, produces more meaningful data and offers them more bang for their buck.
Running organic and paid search campaigns simultaneously (with a single point of truth in reporting) allows integrated marketing teams to define the keywords that have the highest conversion rate and therefore determine the themes that will optimize a brand’s overall digital marketing strategy. To work effectively, however, it must be rolled out across SEO, PPC, social media, PR and conversion rate optimization (CRO), with each team working closely together in order to achieve the brand’s end goals.
Bridging the gap
Of course, there are risks to adopting an integrated approach. There can be a huge disconnect between PPC and SEO campaigns, for example, and work must be done to bridge the gap between both disciplines. Ensuring that the work of the SEO and PPC teams complement each other, and that they can yield valuable data and insights for that work, should result in campaigns that are more targeted and relevant to the brand’s audience.
I’ve written before about how you can integrate paid and organic search behaviour in a blended “Halo” report, and I think it’s just one example where integrating channels provides significant insight value to both channels.
Of course, creating an integrated strategy is an art form as much as it is a science, and without the appropriate tools at hand, it’s not always possible. Power BI, a data visualization tool which can pull deeper integrated organic and paid metrics together, can help marketers present a visual representation of PPC and SEO activity live, allowing both teams to move away from working and reporting in silos and allowing an instantly accessible “single point of truth.”
Get the full picture
During the conclusion of his session at The Turing Festival, Reynolds pointed out that it is important to recognize that SEO and PPC look at the world differently. He described PPC professionals as being akin to “creative accountants,” working to meticulous precision, and suggested that SEOs are more like “poker players,” keeping their cards close to their chest.
Although the skills and mindsets of these specialists are very different, combining both organic and paid results shows the full SEM picture and allows digital marketers to deliver stronger results to their clients. This, in turn, informs the strategy for the whole digital marketing team, from PR to social. If mastered, a data-led, integrated approach is the holy grail of modern search marketing.
You just need to keep focused and follow some consistent strategies.
Amazon is the biggest online marketplace that can help many retailers sell their products online. However, ranking high on Amazon requires a better understanding of the Amazon product ranking algorithm, A9.
To boost your product’s visibility on Amazon here are 11 tactics that can surely raise your conversions and will help to improve your ROI.
1. Make products available for Amazon Prime.
Amazon’s revenue from prime members extends well beyond subscription fees. Recently, it was estimated that Amazon brought in about 90 percent of revenue from prime subscriptions.
Why select a product that ships at a low speed with an additional cost when you could purchase a product with fast and free shipping?
To give a lift-off to your product’s visibility, you need to make it eligible for Amazon Prime. If you are unable to ship from a warehouse, you can make your items fulfilled by Amazon Fulfillment (FBA). This means that you ship your products to Amazon’s warehouses and they will take care of shipping, handling, and returns.
But unfortunately, FBA fees are generally not expedient for sellers. You can use their FBA calculator in order to calculate the accurate fees and determine if this process is for you.
Use a warehouse (or garage) of your own, as seller fulfilled prime area. This course of action has been introduced by Amazon which allows merchants to ship from their warehouses directly. This saves the fees and cuts the cost to you of FBA fees. You can find out more about the program on Amazon’s YouTube Channel.
2. Optimize product title.
Noticeably, your product title will have the greatest influence on product performance in search. According to Amazon, your title should include components such as:
- Product type
- Product line
- Material or key feature
Your product title might look like this:
Brand Name + Series Name + Model Name + Form Factor + Unique Identifier (color, capacity, pack size, etc).
An example of good product title optimization.
Look below at some of the useful ways to optimize Amazon product titles.
- Use tools like Keyword Inspector and Helium 10-Magnet to determine the best words by looking at competitor listings.
- Use special characters like & – etc. to add some style and break up phrases naturally.
- Make the length around 80 characters of your product title.
- Product titles should be filled with the product information and its distinguishing features rather than with rebate offers, keywords, claims, sales messaging or anything else. An example of a perfectly executed product title is KIND granola that offers useful information relevantly with proper naming convention.
This is an example of a clear and an informative title that is listed favorably by Amazon and clicked-on without hesitation by potential customers.
3. Optimize product description.
Get HTML text formatting and images into your brand registered products description with Amazon’s enhanced brand content.
The advantage of enhanced brand content is that you can spark your listing page with more graphics and visuals. Thus it will become easy for potential customer to read through and it also enables you to break up your product page into logical sections with headers.
You should also get some more visuals, photography and infographics prepared for EBC content instead of using same images in the image carousel on your listing because all EBC content is checked by people at Amazon.
If your brand is registered then you would create your enhanced brand content into your seller central account as:
An example demonstrating how to create your enhanced brand content into your seller central account.
Look at some of the below mentioned ways that can help you in optimizing your product description.
- Use capital letters to spotlight features.
- Add powerful taglines to split the description to make it easily readable.
- Explain why consumer is going to love your product by giving your product a narrative.
- Use explanatory language (e.g. vigorous, effective, strong, beautiful and smooth).
4. Optimize for Amazon SEO.
The first step is to understand Amazon’s search algorithm (A9) to rank your product at the top of SERPs. Amazon sorts results by relevance and performance factors.
Use Amazon keyword research tool like Sonar to make suggestions according to search queries of Amazon shoppers, research keywords relatively and know the actual search volume of keywords on Amazon.
- Include relevant keywords and use long tail keywords in your listing text.
- Create your bullet points between two-three lines each. Use HTML and formatting to make them visually more attractive.
- Use Sellics keyword ranking tracker to see the daily changes in keyword rankings, adjust the date range to analyze a specific time period and make notes in the keyword tracker. Sellics also optimize your sponsored products ads and increase your organic sales on Amazon advertisement.
- Use product photos with resolution of at least 1,000 x 1,000 pixels to enable zoom function, ensure the clear visibility of your brand in at least one of your product images and use few photos to demonstrate benefits or uses.
5. Select right category for your product.
Your product category need to be correct for your listing to be visible on Amazon. While editing your listing in more details find item type to categorize your product.
Shoppers frequently browse by category. The simplest method to determine what category to select is to look at some batch of competitors and categorize accordingly. List your product by considering the following situation.
- If competitors are all in the same category and have high revenues, use that same category.
- If competitors are all in the same category and have bad revenues, what will you differently?
- If competitors are in various categories, examine their monthly revenues to find a connection among category and listing.
- If category does not affect revenue, select the category that is more relevant for your product.
- If revenue is affected by category then select the category having high revenue.
6. Make use of PPC keywords.
You should run Amazon pay-per-click ads. PPC has a positive approach towards listing optimization.
Look at your product ads and figure out your keywords having an ACoS below 25 percent. List them into your product’s description, headline and backend keywords for proper integration.
For example: A customer who sold silicone baking mats. After running Amazon PPC the keyword “silicone baking pan” earned $4 for every $1 spent. It wasn’t instinctive as that was a different product than a baking mat, but it turned out that people who were searching for pans bought mats.
They took this new keyword and put it into a bullet point. We can often call it reusability of a “silicone baking pan.” They generated some extra revenue. You will get the better listing with running more ads automatically.
7. List an ASIN in your product field.
This will surely generate traffic to your page. Just get your product listed on a product page that is ranking. This is a great option for those who can compete for cost with nearly identical product. You can simply search the ASIN in the URL.
For example: Amazon.com/gp/product/B011ZLWHOE.
B011ZLWHOE is the ASIN in the above mentioned URL. Add that ASIN to your product fields, change the brand in your product fields to the brand on the listing. Ensure that you have a lower price as compared to your competitor’s product.
8. Avoid duplicate content.
Ensure that all your product pages on Amazon must use content that are different from e-commerce website you are using. As they are two different search engines. This is very obvious mistake that businesses make by using the same content.
You can make an original content in the following ways.
- Read the product description carefully.
- Write new description for your products covering all the important points and ensuring not to use the same sentences.
- Offer extra important information that has not been covered previously.
9. Use product listing grader.
Improve your listing by using a free tool like The Jungle Scout Product Listing Grader.
This tool will provide you a rating and a breakdown of every element on the page performs:
(An example, demonstrating the breakdown of each element giving you a rate of your product performance).
You can calculate this by including points to each and every element.
(An image to depict where to spend the most time optimizing).
The more you work towards increasing the points the better rank you will get on Amazon.
10. Product rating.
The reviews you do get plays an important role because these will stimulate your rating.
Your product is doing actually well if you are in the top four-five star realm. But if your product is competing with a lower rating then no need to worry. Fortunately, take the following actions to get rid of struggling with product rating.
- Search out the reasons in the bad reviews and try to fix the wrong things with the product.
- Collect feedback from consumers with automated email campaigns to rectify a problem so as to avoid negative review.
- Gather more reviews and manage your overall rating with good reviews.
Ensure to provide a stunning product at a reasonable price and offer a great customer experience.
11. Split testing your way to the top.
Split testing is probably the most verifiable correct way to know what works and what doesn’t. This includes changing one element of your listing and serving both this and the original to customers of your product page.
Collect significant data by running a split tests in order to get flexible ways so as to improve your listing.
Running a split tests on an Amazon product listing will alter your price by increasing or decreasing 10 percent and test your main image.
Amazon’s only split testing tool, Splitly helps sellers to know where they can optimize their products by creating various experiments.
(An example where sellers get more than double their average daily sales).
The above test results clearly describes that the product listing change that was decreased in price of three dollars, has greatly improved conversion rate and average daily sales.
Amazon can be a very challenging and tough marketplace.
Though Amazon is tough, if you spend some extra effort and time in learning how to optimize your listings then it will be much easier for you to compete.
Simply, follow the above mentioned strategies and go get selling by focusing on the things that matters to be ahead of many competitors.
Think the PPC playing field is too uneven to compete? Wrong. Small companies absolutely can compete against big brands. Find out how here.
It isn’t easy to compete against big brand advertisers in PPC. They have deep pockets, large in-house marketing teams, and contracts with high-priced ad agencies.
As a smaller competitor, you might conclude that the advertising playing field is simply too uneven to compete.
While you may not be in a position to buy full page print ads in national newspapers or produce commercials for TV, pay-per-click (PPC) marketing is a channel that still allows small advertisers to play on the same field – if they know how.
In this article, I’ll give you some tips on how to compete against big brands in paid search – using one anonymous advertiser as an example.
1. Monitor the Competition
In the face of overwhelming competition, the tendency is to ignore what your competitors are doing and strike your own path.
Although you won’t necessarily want to go head-to-head with them, you should still have an awareness of what they’re up to, especially in terms of their online promotions.
Let’s take a look at the following example:
As you can see, this search returned four ads. The top ad is for our anonymous garage storage system company, which we’ll call “Small Garage Co.” for simplicity.
The remaining ads are for big brands competitors: California Closets, Lowes, and Home Depot.
From these ads, we see that California Closets is featuring 20 percent off selected finishes. Home Depot is offering 30 percent off its storage solutions.
Judging from its ad, Small Garage Co. isn’t running any promotions. But in fact it is! When you click on the ad and visit its site, we learn that it’s running a summer promotion of $250 off garage cabinets and flooring!
Why isn’t this information included in the ad? Especially when their competitors are running promotions?
This isn’t to say that Small Garage Co. has to match the big brands on discounts or promotions. Ideally, it should offer something. But to do that it needs to know what its competitors are doing and strategize accordingly.
Higher prices and less attractive promotions aren’t necessarily a deal breaker, especially if you’re offering higher quality or better support. A good portion of the market will be willing to pay a higher price to get what they want.
2. Improve Your Messaging
The above example illustrated the importance of monitoring competitors and communicating promotions. Now, let’s take this point further.
Take a closer look at the “Small Garage Co.” ad:
Has the company used its ad real estate wisely? They state that they’re “experts” and “committed to quality.” But in my opinion, that doesn’t carry much weight. (Especially when it’s the company describing itself. It does carry weight when someone else describes the company in those terms.)
They state they have “10+ years of experience.” Again, this might not count for much when competing against well-known brands.
They repeat “garage storage” and “garage flooring” multiple times in the headline, body copy and sitelinks, which is a little redundant.
And their “About Us” and “Contact Us” sitelinks are another wasted opportunity.
What could they have done instead?
They could have communicated their competitive advantages over big box retailers.
By visiting the company’s website, you’ll find many of these advantages, including:
- They’re a local company (i.e., local to my location near Boston). Many people prefer to support local companies rather than big national retailers.
- They specialize in garage flooring and storage systems. They don’t offer unrelated services, such as bathroom renovations or heating system replacements.
- Their products have a lifetime guarantee!
- They provide a free onsite consultation to measure your space and give recommendations.
- Installation is done by the company itself. They don’t subcontract the work out.
- They offer additional garage-related services, such as garage painting, onsite storage units (to store your things during install) and garage lighting.
But unless you clicked on the ad and dig into the company’s site, you would never know these things!
This may seem like a lot of messaging to stuff into one ad. But I’m confident that a skilled PPC team could do it by making smart use of all ad elements, including headline, body, sitelinks, callouts, and structured snippets.
3. Work With a Skilled PPC Ad Agency
Getting the right messaging to compete against big brands isn’t easy. You have to:
- Know what your competitors are doing.
- Understand your competitive advantages.
- Be able to communicate those differences in your ad messaging.
- Monitor your data and test like crazy to make sure it’s working.
In most cases, I don’t think it’s reasonable to expect a smaller company – especially a company with no in-house marketing team or maybe a team of one or two people – to compete against big brands with high-end digital advertising agencies on their side.
This is especially true with PPC advertising. PPC is in a constant state of change. Strategies and tactics that worked well last year may not work well today.
Lessons learned in different markets or industries may no longer apply. In addition, advertising platforms, such as AdWords, change rapidly too.
You may not have the budget to bring in a big-league advertising agency. But you may have the budget to bring in a smaller PPC agency or specialist and collaborate with them closely. By working together, you may uncover little tricks and tips that give you an edge.
For example, we worked with a client that sells their products both directly and through big retailers. When given a choice, many customers prefer to purchase directly from the company because they know they are experts in their products. (Companies usually prefer this arrangement as well because it cuts out the “big box” middle man.)
Working together, we came up with the idea of using the headline “[Company Name] – Official Site.” At first, I thought this headline too boring to garner many clicks. But to my surprise, the technique worked really well for this client and drove more sales.
This is exactly the kind of little gem that a PPC pro can help you uncover.
4. Give Your Small Website a Big Brand Feel
I can’t stress this point enough. If you want to compete with big brands, your website needs to have the look and feel of a big brand.
You don’t need to deceive anyone. But you are trying to inspire confidence. And to inspire confidence, your site needs to be modern, mobile-friendly, functional, and look good.
If your site hasn’t been updated in some years, now’s the time to do it. And then keep doing it!
Put website updates and redesigns into your budget and keep them there. Today’s top website design will need to be updated in a few years as aesthetic preferences and functions change.
Even if you write a killer ad that draws clicks, you’ll lose conversions – big time – if your site doesn’t build trust. If it sews a seed of doubt, “Who are these guys?” “How big is this company?” “Do they know what they’re doing?” you’ll lose the sale.
In fact, you need to make sure your site has a big brand feel before getting into PPC advertising – even if that means foregoing PPC entirely for a period of time. Yes, you heard me right!
You Can Play With the Big Brands!
I hope I’ve convinced you that your company can compete against big brand PPC advertisers. You simply need to keep an eye on the competition, communicate your competitive advantages (preferably working with a PPC pro), and build a website that inspires confidence.
It all comes down to knowing your market, products and customers — and then finding an edge you can leverage.
Learn how machine learning and automation are empowering search marketers today and how it can tackle digital marketing’s data problems.
Advertising has changed a lot over the years.
There was a time when machine learning, automation, and software-based marketing tech stacks weren’t a “thing.”
But now we’re past the days of just radio, outdoor, print, and a handful of channels on TV.
There are hundreds of channels across physical and print media and online at present, including social, mobile, and video. Even TV has diversified into hundreds of cable channels on your remote control. And yet, digital ad revenue has gone on to surpass that of TV.
The dominance of digital is nothing new. Paid search marketing is becoming more data-focused than ever before.
In fact, if you check the folders on your computer, I’m guessing some of you will find a few million-row spreadsheets full of cost-per-click bids, conversion rates, and return-on-ad-spend figures – along with countless other metrics for however many thousands, or millions, of keywords you manage.
So, What Do You Do with Big Data?
Because paid search is so reliant on big data – really big data, the kind that causes Excel spreadsheets to eventually crash for having too many rows – it’s my belief that the future of digital is inextricably tied to machine learning.
Is it because machine learning, automation, and software will completely replace savvy digital professionals and their creative ideas?
No. Far from it.
I believe that the future of digital will be a combination of smart marketers – like yourself – empowered by smart automation based on machine learning. As it happens, in a survey we recently ran on the subject, 97 percent of top digital marketing influencers (including speakers from AWeber, Oracle, and VentureBeat) agreed.
What Is Machine Learning & Why Is It Important?
Machine learning is the smart automation that can parse those million-row spreadsheets and pull valuable insights out of those mountains of data.
(To clarify, processing data to pull insights is something machine learning can help with… but actually taking those insights and doing things that are creative and smart with them? That’s still very much the domain of brilliant marketers like yourself, and why the ingenuity you bring to the table will continue to be so important when facing tomorrow’s digital challenges.)
As for why machine learning is important? For starters, digital advertising has a data problem. In addition, the face of marketing is changing due to the way your customers are becoming aware of, considering and purchasing your goods and services.
Digital’s Data Problem in Three Parts
Data is a challenge in modern marketing. There’s significantly more of it than there used to be, and as marketing technology matures, it becomes capable of collecting even more on top of that.
Data overload is a known problem. There’s too much of it – an overwhelming abundance of it already.
Yet Oracle points out that digital data growth is expected to increase globally by 4,300 percent by 2020. This problem isn’t going away anytime soon.
Despite the collection of data increasing exponentially, there’s a lack of centralized ownership with big data. You and your colleagues may be collecting CPC, CTR and CVR data in spreadsheets, but is everything centralized and standardized in a way that everyone in your organization can pull the data when they need?
Veritas reports that 52 percent of all business data is “dark” (of dubious or completely unknown value), and projects that mismanaged data will cost businesses $3.3 trillion by 2020.
There’s also a problem with siloing. Most businesses collect data in different buckets that aren’t necessarily integrated directly with each other, or indeed, with their own in-house marketing tech stack.
Accenture reports that while three-quarters of all digital skills gaps (the gap between a team member’s current level knowledge and the level of knowledge they need to successfully use new tech and tactics) come from lack of ownership, the remaining 25 percent of digital skills gaps come from a lack of integration.
And Then There’s the Changing Customer Journey
In addition to changes in the way data is collected and used in digital advertising, customer behavior is changing.
Advertising isn’t limited to a handful of channels. There are literally thousands of ways to reach customers, and pretty much all of them can be easily tuned out by an audience of increasingly demanding and disaffected customers who expect to have exactly what they’re looking for delivered to them instantly (and who will react poorly when it isn’t).
Research firm McKinsey breaks down the all-important consideration stage of the buying journey into four parts: “initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and postpurchase, when consumers experience them.”
The firm also finds that two-thirds of the touchpoints in the crucial evaluation stage are customer-driven, including browsing online reviews or soliciting word-of-mouth recommendations.
More to the point for those of us in digital, the use of ad blockers has increased 30 percent in the past year. And as you’ve surely heard, Google itself will be building in an “ad filter” in a 2018 version of Chrome to filter out “irrelevant” and “annoying” ads.
Effectively, as time passes, your ads are at greater risk of being filtered out by users who aren’t buying what you’re selling at this exact point in time.
How Does Machine Learning Solve These Problems?
Machine learning can be used to rein in the challenge of data, particularly when combined with disciplines such as probability-based Bayesian statistics, regression modeling, and data science. One of its greatest strengths here is the ability to take data-driven insights and build predictive models.
These predictive models can, in turn, be used to proactively address points of peak buying interest, attrition, or other key moments observed in the customer buying journey.
Examples of Machine Learning in Action
Let’s look at some examples of the way this technology is being used.
Chatbots & Voice Assistants
You may have noticed an increase in the use of conversational interfaces from major publishers such as Google, Amazon, Microsoft, Apple and Facebook in the form of chatbots and voice assistants (Alexa, Google Assistant, Siri and Cortana among others).
TOPBOTS notes that chatbots can have uses in unique, consumer-based contexts, such as event ticketing, health-related questions and the ever-important sports scores. These interfaces create a relevant and engaging user experience by supplying conversational responses based on historically-collected data – the most commonly-used or highly-searched terms.
Predicting & Preventing Customer Churn
A significantly deeper-funnel strategy at the post-purchase stage is to use machine learning to forecast common points of customer attrition.
Microsoft Azure and Urban Airship have both built predictive analytics models to determine the approximate timeframes and buying stages at which customers tend to most frequently churn. By projecting these important points in the future, these businesses are then able to proactively address common complaints before customers churn, driving higher retention and ultimately strengthening their businesses.
Natural Language Processing (NLP) and Semantic Distance Modeling
Another method of using machine learning specifically for digital advertising is to predict accurate bidding models for low-data keywords, such as long-tail keywords with high purchase intent but little to no empirical data.
In these cases, machine learning-based digital advertising solutions can assign new keyword groups based on semantically similar keyword groups and help advertisers ramp up long-tail keyword groups and all-new ad groups with a minimum of expensive testing time.
Machine learning isn’t necessarily a threat to marketers. On the contrary, it’s a powerful ally that’s making marketers’ lives easier while empowering them to predictively engage their customers in a highly relevant way.
Now, more than ever, it’s important to deliver the right message to the right customer at the right time – and with the power of machine learning, marketers are able to more accurately accomplish this goal by relying on actual data, rather than guesswork.
Are you using the right keywords?
The power of search engine optimization is stronger than ever before: As many as 75% of users never scroll past the first page of search engine results, according to stats compiled by Search Engine Journal. This is reason enough that you need to employ good SEO techniques and get your business to rank on page one of every targeted keyword search.
Employing poor SEO practices can leave your business buried in search engine searches, making it impossible for your customers to find you. Below, Forbes Agency Council members share advice on the most common SEO errors that could be hurting your search engine rankings.
1. Lack Of Quality Content
While user experience is increasingly paramount, you also have to think about what search engine bots see when they crawl your website. Your content needs to be effective in communicating to your audience and to bots. Each page on your website should have 400 words of quality content at the very least, but 700 to 1,200 words is optimal. Remember, this includes your product and collections pages as well. – Brock Murray, seoplus+
2. Seeing Double
One of the most common SEO mistakes out there is duplicate content. If you have the same content on more than one page on your site then the search engines will be confused and your pages will end up competing against each other or your website will get penalized. – Andrew Miller, Enter
3. Choosing The Wrong Keywords
The definition of “wrong” keywords extends to selecting keywords that don’t accurately describe your products and services, or selecting keywords that don’t convert into customers. Select target keywords carefully, as they are your biggest determinant in SEO success. – Brett Farmiloe, Markitors
4. Not Optimizing For Engagement
While backlinks are still a heavily weighted value in SEO rankings, you should focus on user engagement. We are finding that longer, well-written content that captures the reader’s attention is increasing rankings. Incorporate images, videos, quotes, resources and infographics to assist with the reader engagement. Your bounce rate should reduce while the time on site and rankings increase. – Breynan Hammons, Innvio
5. Lack Of Title Tag Optimization
One of the biggest errors we see with our clients’ websites is that the textual content is not optimized. It is a best practice to have variations of your primary target keywords in three heading tags across your homepage and any other sub-pages where SEO work is being done. The heading tags consist of H1, H2 and H3 title tags. Keeping those optimized will help boost your rankings. – Darryl Stevens, DIGITECH Web Design
6. Keyword Stuffing
Now that Google’s algorithms are much smarter and always change, they can recognize and penalize sites for keyword stuffing. Instead of overstuffing, use relevant keywords within your site’s content but always in moderation. Always keep your audience in mind. – Solomon Thimothy, OneIMS
7. Absence Of A Blog Strategy
One big SEO initiative that we work on with our clients is developing a consistent, ongoing, informative blog strategy. Too often, people create a blog and don’t take the time to blog properly – helpful, meaningful information with regular posting that uses appropriate keywords. This is very helpful for organic search, plus it provides great content to share on socials and e-newsletters. – Duree Ross, Durée & Company.com
8. Thin Content Lacking Target Keywords
One of the most common issues for my clients is the use of thin and irrelevant content that lacks a target keyword and related keywords. Content needs to have depth and deep analysis of the subject, and each piece should focus on one or two keywords at most. Next, semantically related keywords are needed for algorithms to grasp the relevancy of the topic. – Kristopher Jones, LSEO.com
9. Index Bloat
I’d say about 35% of the leads we receive suffer from index bloat in one way or another, whether from poor WordPress optimization resulting in tag, category, media and archive pages being indexed or from an absurd amount of thin content being indexed. Typically, an excessive number of thin pages comes from blogging for the sake of blogging, rather than providing value and answering searchers’ queries. – Kyle Sanders, CWR SEO
10. Not Prioritizing High-Value Non-Branded Keywords
Like with many other practices, success in SEO starts with the fundamentals. And the reality is, many firms, including prominent ones, do not include valuable non-branded keywords in their title tags, especially on their most important pages. Simply put: If you aren’t taking the effort to use the keywords your target market is, they are going to have a harder time finding you. – Larry Gurreri, Sosemo
11. Too Broad Optimization Goals
Trying to attract everyone. Optimizing for broader, more generic keywords is an easy and understandable trap to fall into. But here are the pitfalls: 1) There’s a lot of competition when optimizing for generic keywords, and 2) You may be drawing traffic to your site that will never convert. Instead, be as specific as possible with your keywords. You may get fewer visitors, but you’ll get more buyers. – Joey Hodges, Demonstrate PR
12. Title Tags Not Describing The Page/Business
One of the most common SEO errors is incorrect assumptions about how to label title tags. A lot of companies make their homepage or sub-page title tags the title of their company. Instead, this should be a short description of the product or service the company provides. – Kyle Kramer, Huify
Improve your ranking with help of these small business SEO techniques and strategies. Drive traffic and enjoy your success!
A Guide to Using SEO Effectively for Your Small Business
Companies providing SEO services today get really popular because of the increased online competition. Businesses are fighting for each potential customer and get as much traffic as possible. Whether you’re a successful online writing agency, such as ukessaynow.com, or an owner of a small online store selling watches, you need to take care of your online presence and search engine optimization in order to survive the competition.
Of course, if you want to get the most effective results, hiring a professional service or at least a freelancer with experience in SEO is a better idea. However, we all know that being a small business owner usually means being limited in budget. That’s why we’ve come up with a few simple but working tips you can start following yourself before or instead of addressing a professional.
Google and Research
The word “Google” is now known not only as a name of the leading search engine on the Web but also as a synonym for the verb “to search”. It’s obviously a good idea to start dealing with SEO by researching what is in trend and who your competitors are in Google. However, don’t make a mistake by limiting yourself only with this search engine. Research Yahoo and Bing too or you risk missing some growth opportunities. Also, when doing your research, take into account where your target audience comes from. In Russia and Asia, there are other search engines you might even have never heard of.
Take care of your presence everywhere
If your target market is the USA, there are dozens of ways to get a local prominence and make people search for your business online.
- Social media
People search things not only in Google or Yahoo but also on Facebook, Twitter, Instagram, and other social networking platforms. They have become an important component of all effective SEO strategies. So, if you want to stay up-to-date and build your reputation correctly, get an account on all those popular social media websites. However, don’t overdo here. You need to analyze where your target audience spends more time and focus on promoting on those platforms. For example, if Myspace is not where your customers are, you shouldn’t be there either.
It’s not the end when you’re done with registration. The key to your success in social media is being active. No one cares about your Facebook account unless you start publishing interesting and useful content. This may include product releases, event advertisements, articles on general topics related to your niche, customer reviews or stories, news about your business and the industry in general, etc.
Now, simply posting is still not enough. Your customers will soon get bored and unfollow you. A perfect solution is to stay in touch with them. Your followers will definitely enjoy the possibility to get in contact with you, so keep a live conversation going, reply to all comments, and involve people in discussions.
Yelp listings are being indexed by all major search engine companies. If you want people to know about you, you need to get into the listings. The profile of your business will contain all the details about it, contacts, photos, customer reviews. It’s not enough just to sign up. You need to take care of your profile just like you take care of your Facebook and Twitter accounts.
First of all, it means your Yelp profile must look visually attractive so that people wouldn’t leave the page without giving some positive feedback for you. In case you didn’t get it yet, your Yelp ratings depend entirely on the reviews of your customers. So, make sure you have done everything to get a positive review.
One excellent way to motivate your customers to leave positive feedback is to offer them a discount or give them something for free while they are at your place. You can go a traditional way and use paper flyers for that, or you can get modern and send messages and push notifications via your mobile app.
Quora is a place where people seek answers to their questions. It’s a search engine for people who need expert opinions, meaning it can become a perfect place for you to engage with your target audience and promote your products or services. But to earn credibility, you need to show that you truly are an expert in your niche, not simply write promotional posts.
Your SEO strategy for Quora may look like this:
– Search for questions within the area of your expertise.
– Plan your answer and think it over a couple of times to make sure you will offer value to the reader.
– Give valuable information and answer the question itself. Remember that Quora is not designed for “wordy” and “salesy” content.
– Add a bit of promotional style and link to the content on your website or social media profile that gives a more detailed answer to the question or offers a solution to the problem stated in the question.
The one platform you must surely have an account on is YouTube. They say seeing is believing, so getting visual with your audience is crucial for building trust. If you sell some products, there are dozens of things you can show to your customers, e.g. visual buying guides, product presentations, promo videos, tutorials on how to use your products, and much more. Put yourself into the shoes of your customer and ask yourself: would you rather read a tutorial or watch a video instead? It’s pretty obvious.
One thing you should remember for good is that people don’t like being sold to. Yet, they like being educated and feeling appreciated. Therefore, be careful with posting videos that sell and focus on informative video content. Here are just a few more short YouTube recommendations:
– Don’t make long and boring videos.
– Take time to write good titles and descriptions.
– Use tags, annotations, and links in your videos.
Your YouTube channel will gain popularity if you create a reputation of someone who knows the industry they work in and provide the audience with relevant content.
A few Words to Conclude
Following these steps, you will optimize your online presence and enhance your visibility. If you’ve decided to do your SEO on your own, research as much as you can and educate yourself about it. There are many useful tools you can use online that will help you all the way. Good luck!
Content is the first thing that comes to mind with search engine optimization. There is a process, however, to creating and optimizing strong content.
The process involves four separate tasks: data analysis, programmatic optimization, content creation, and manual optimization. These tasks are often performed by three teams: SEO, marketing, and IT.
This article covers the first of those four tasks, the critical data analysis. Data may not be sexy to most people. But strong data is the basis of every good SEO plan. Do not skip this first step in the content optimization process for any reason, no matter how quickly you need to move. Poor data inevitably leads to poor execution.
Keyword data shows the potential demand that each keyword concept holds based on how many searches are conducted for that concept in an average month. Demand is an important consideration. It is separate from performance. Demand identifies how strongly you could be driving traffic and revenue to your site for specific keyword concepts. Performance identifies how well you have already done so.
Keyword data shows the potential demand that each keyword concept holds based on how many searches are conducted for that concept in an average month.
The difference between the two is your missed opportunity, which organic search competitors are capitalizing on. (For additional details, see my how-to articles on keyword research planning and execution.)
Search Engine Rankings Data
This data is a little trickier to get without an enterprise SEO platform like Searchmetrics or BrightEdge, or a dedicated search rankings tool. If you cannot afford ranking tools and must do it manually, at least sign out of your search engine accounts and open an incognito window. This is not a foolproof technique, but it’s better than nothing.
When collecting rankings data in the U.S., it makes the most sense to use Google as the engine to target based on the large percentage of traffic it drives. In Google, collect not just the position that individual keywords are ranking at, but also the URL that ranks for that keyword.
Google Search Console Search Query Report
Sadly, the Search Console “queries” report (Search Console > Search Traffic > Search Analytics > Queries) will only yield 2,000 search queries, but it’s the only reliable source of keyword data for Google searches. Everything else is either estimated or inaccurate based on the keyword “not provided” challenge that SEO professionals have faced since the search engines began stripping search query information from referral strings by default in October 2011.
An important aside: Do not use your web analytics’ natural search keywords report as a substitute for this data. It is not accurate, and hasn’t been for years.
Google Search Console also provides average rankings for each keyword. It’s a good idea to keep all the data that any report contains, but you’ll especially want the rankings data because it is the only accurate indicator of Google’s true average ranking for your site.
While the online keyword report showing all 2,000 search queries allows you to click deeper to see all of the URLs that drove natural search impressions and traffic for that keyword, unfortunately there’s no way to download that information. That pairing of a keyword that ranks and the URL that ranks for it can still only be found in bulk with a third-party rankings tool.
SEO Keyword Data Mash up
Using VLOOKUP formulas in Excel, create a worksheet that contains a row for every keyword with columns showing the values from keyword research, rankings, and Google Search Console search query reports. This mash up will inform the next three steps. Save it, update it regularly, and consult it religiously for every important keyword or content-based decision you make.
Web Analytics Sessions and Revenue
While not keyword based, the reports showing sessions or visits, and orders and revenue, by natural search page or URL are another important source of content optimization information.
Whether your analytics platform is Google Analytics, Adobe Analytic, Coremetrics, or something else, your natural search landing page report is one of the most critical tools for determining everything from how well your content is performing today to how well it should perform tomorrow and how you should get there.
If you have the support of an analytics team, it may be tempting to rely on it to do the pulling and analysis of the data for you. Resist that temptation.
If you have the support of an analytics team, it may be tempting to rely on it to do the pulling and analysis of the data for you. Resist that temptation.
To be sure, consult with your analytics experts to get a recommendation on which reports to use in which profiles to get to the correct data that you need: visits or sessions, and orders and revenue. But data analysis inevitably leads to additional questions that can only be answered with additional data.
Rather than requesting and waiting for additional reports to be pulled for different timeframes and with different levels of granularity, it’s much more productive to become familiar enough with the analytics tool to extract the accurate data yourself. You’ll also get a better feel for the data when you’re actually using the tool.
Initiatives, such as supporting new product launches and the need to boost sales in certain areas, will also feed into decisions about which content to create and optimize. But they shouldn’t be the only information you reply on to drive your SEO content plan. If one-time initiatives supersede potential and performance data, your SEO plan will be primarily reactive as opposed to driving broad, strong performance.