Category: SEM

05- Aug2016
Posted By: Guardian Owl

SEO Promotion Tricks to Get You on Top –

If you are familiar with basics of SEO marketing but would like to do it more effectively, this brief guide will get you up to speed.

Search engine marketing is a powerful promotional method that can have a dramatic impact on sales if executed properly.

Here are a few expert tips that could help you take advantage of this channel to build long-term revenues.

The most successful digital promotion discipline is known as search engine optimization (SEO) and it relies on the unique nature of online searches to push the most adaptable brands to prominence without a huge investment.

However, not everyone can achieve the same kind of results with it, as some companies easily claim the top spot on the search results page while others struggle to attract any kind of traffic to their websites.

If you are familiar with basic premises of SEO marketing but would like to do it more effectively, this brief guide will get you up to speed and allow you to start thinking about practical applications:

Related Article: Search In the New Year: Understand the Scope of Search Engine Optimization in 2016

1. Localize Your Keywords

Keywords are phrases used to direct online searches, for example, a person from London looking to buy office supplies would probably type “office supplies London” into Google. It is impossible (and undesirable) to optimize your site for every word in the dictionary, so choosing five to 10 most appropriate phrases that best describe your business is mandatory.

If you make “office supplies” your primary keyword, you’ll be competing with companies from around the world, so it makes sense to narrow the field by including a geographic location. In the example, we used as an illustration, the company would benefit from limiting its attention to searches originating from London, or perhaps even to a particular part of the town (i.e. Croydon).

2. Never Underestimate the Power of Links

Google and other search engines constantly upgrade their algorithms to display the most relevant results in recent editions external links have been given a lot of weight. To put it simply, if other, well-respected sites are providing links towards your pages, search engines will take it as a sign that your company is legitimate and its offering is well matched to the current search terms.

It may be difficult for a startup to build a strong inbound link structure, but there are various methods to do this, including blog writing and social media activity. Over time, accumulated links and their corresponding referencing power will push you all the way to the top if you are persistently prioritizing this aspect of your marketing.

Related Article: SEO Friendly vs. SEO Strategy: Why They Both Matter to Business

3. Use Rich Media Content to Boost Your Image

Text is the cheapest category of content it’s fairly easy to populate your site with descriptions of your products and biographies of the founders. However, your brand would be better served if the site also included multimedia content (photos, videos, interactive elements) alongside the text. There are two main reasons for this you will get an SEO boost from rich media elements, but their presence will also impress the visitors following the link to your homepage.

A visitor that encounters a well-made video right after landing on your site is more likely to stay and browse around, giving you additional opportunities to make the conversion. Of course, producing high-quality videos or infographics requires professional skills, so you will need a solid production budget if you want the best results.

4. Mobile Optimization Is Paramount

Your website needs to perform well on any screen size and with any browser so that different users have the same level of functionality. That principle is even more important in the age of mobile devices operated by touchscreens since these systems generally demand a specific layout and less demanding graphics.

Globally, there are more than 1.2 billion users who regularly access the web from their mobile devices, so this is not a segment of the market that you can afford to alienate. You can also think about including some features that are custom-built for mobile access, such as interactive maps based on geolocation or voice search function.

Related Article: How One Utah Moving Company Conquered Local SEO—and You Can, Too

5. Use SEO to Strengthen Your Brand

Most companies rely on SEO exclusively to boost their sales volume, missing the chance to fortify their brand positions at the same time. Search engine optimization will bring potential customers to your doorstep, but you still have to endear them to your brand through various means on your disposal, from charging fair prices to various limited time promotions and loyalty programs.

According to Ranked One, a top-tier Internet marketing agency, we are just scratching the surface when it comes to the use of SEO for branding and we could see a broad array of creative new strategies in the coming years. Social media platforms are extremely important in this sense, as they give you a chance to interact with your customers directly and connect your brand to a broad range of ongoing events from the real world.

Source: SEO Promotion Tricks to Get You on Top –

05- Aug2016
Posted By: Guardian Owl

The Effectiveness of Search – Search Engine Journal

How does your SEM strategy affect your bottom line? Let’s take a look at how search plays a role in your marketing goals on Search Engine Journal.

SEM is considered one of the most powerful marketing channels. But does SEM really help drive traffic to your site?

It’s a question many search marketers have heard from clients ?, especially since SEM is taking up a large chunk of marketing budgets.

With so much of our time being spent optimizing for user experience and so much of our work measured on conversions, SEM has become a major part of our marketing roadmap — a new way to optimize your brand without leaving your desk.

Understanding the success of your search campaigns is a must for any business looking to drive traffic to their website. To better understand the effectiveness of SEM, let’s look at the research.

In An Overcrowded Space, SEM Finds Your Niche

SEM’s effectiveness is dependent on how strategic you are in your roadmap.

When your tasks and goals are clearly defined, and you have a little wiggle room for experimentation, SEM will be a consistent lead generation for your business.

“Search engine marketing and search engine optimization are critically important to online businesses. You can spend every penny you have on a website, but it will all be for nothing if nobody knows your site is there.” — Marc Ostrofsky, Author of Get Rich Quick

Take a look at these case studies to investigate how SEM can be a lead generator.

Teri Merrit discusses how Marriott International used SEM and SEO to drive demand and customer engagement to book group meetings. By setting growth metrics and tracking the analytics, they exceeded their total booking revenue, received a high conversion rate of 14%, and increased online submissions by 84%.

In 2015, Seer Interactive had 76,587 incremental conversions on Bing Ads for all their clients. One of their clients generated $461,159 in revenue from just Bing Ads! I’m not surprised because Bing has seen a massive 35% click growth year over year.

No, this isn’t magic. It’s the work of a great SEM strategy. Some industry experts would argue that it isn’t SEM itself, but rather improvements from the business as a whole. As you can see from above, the proof is in the numbers.

Search Ads Drive In-Store Sales

For businesses who want to see in-store sales, search ads seem to work the best.

Consider case studies like this one from Century Novelty. Utilizing Bing Shopping Campaigns Century, Novelty saw an increase in revenue by 1237% and return on investment grew by 20%. This isn’t shocking, as 25% of clicks on Bing Network are queried only through Bing.

Or, look at this study from Pinterest and Oracle Data Cloud. Together, they measured in-store sales of 26 different Promoted Pin categories. The results? Promoted Pins drove five times more incremental in-store sales per impression.

And, of course, Facebook recently launched several new local advertising options. French retailer E.Leclerc tested a Local Awareness campaign, and they saw 12% of clicks on their Facebook ads were then followed by an in-store visit within a week.

Chobani even saw a 9% increase in sales by utilizing SEM and SEO on multiple search engines.

As you can see above, research has proven that a strategic approach to search ads can not only build awareness but improve your bottom line.

SEO + PPC Create SEM Harmony

It is beneficial for a business to combine the powerful forces of SEO and PPC together if you need to produce results at a faster rate.

The reason is that new SEO tactics take time; since you don’t know what to expect from your competitors or the SERPs, you are inclined to create an SEO strategy for long-term growth.

With a PPC strategy, you know what lies ahead. Growth and lead generation require less time.
The combined efforts of SEM creates benefits in other ways too; it’s best to start with an idea and experiment to see what works best in your niche.

Let’s take a look at a few case studies:

  • Maryland Tub & Tile partnered with G3 Group to restructure their PPC campaigns and overhaul their SEO strategy. The combination of paid search and organic resulted in 325% increase in traffic.
  • Hedges & Company saw a 30% increase in sales from organic traffic and a 68% increase in PPC traffic with an automotive client.
  • Through targeting more relevant keyword terms, A/B testing, and creating content that attracts links, Digital Third Coast increased organic conversions by 49.4% and gained 851 view-through remarketing conversions for Olivet Nazarene University.

The SEM strategy you create impacts the overall goals of the business. When deciding what tactics will fill your marketing calendar, be specific; test until you discover what is most effective for your brand.

Image Credits:

Featured Image: Image by pressmaster/depositphotos

Source: The Effectiveness of Search – Search Engine Journal

05- Aug2016
Posted By: Guardian Owl

3 Paid Marketing Secrets that Will Double Your Brand’s Reach Overnight – Forbes

If they find your brand, it is because they want to, not because they were lead there by advertising or flashy marketing tactics.

As a content marketer, I am a huge fan of letting new customers find your company naturally.

It’s basically “permission marketing.”

If they find your brand, it is because they want to, not because they were lead there by advertising or flashy marketing tactics.

But there is a problem.

The competition has risen so much in recent years that the odds of you being heard through the noise without some sort of paid marketing are slim to none.

I know that outbound marketing is thought of as a four letter word.

But here’s the thing.

Most consumers do not hate outbound marketing.

They hate irrelevant and pushy outbound marketing.

So how can you create paid marketing campaigns that engage potential customers and generate positive feedback?

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Let me show you.

1. Improve Your Ads Quality Score

It doesn’t matter how amazing your landing page is, how well optimized your home is, or how kickass your product it.

If users are ignoring your advertisements, all of that effort is in vain.

You have to create engaging and high quality ads if you hope to compete in the crowded online business world.

So how do you measure and improve the quality of your ads?

By analyzing the quality/relevance score.

This is a score that is available within most advertising platforms, but today, I will focus on Google GOOGL +1.20%, Twitter TWTR +0.72%, and Facebook FB +0.59%.

Google Adwords

There are five major ways that Google determines the quality and relevance of your ad.

You need to understand and master all of them.

The quality of your ad will determine how much you pay per click, your maximum bid, and your rank in auctions.

Do you see why this could be important?

I hope so.

Anyways, here are the five things that Google uses to determine your quality score.

  • The past performance of your account
  • Relevance of your keywords based off of the advertisement
  • The relevance of your ad’s copy
  • The click through rate
  • The quality of your landing page.

Optimizing all 5 of these metrics is extremely important if you want to stand any chance at succeeding with Google Adwords.

So do your research and improve that quality score!


The way that Facebook ranks ads is a little bit different from Google.

Instead of focusing on the quality and relevance of your ads, Facebook predominantly cares about relevance.

What this means is that you can have a mediocre ad perfectly targeting a selected demographic and Facebook will love you for it.

If you want to maximize your Facebook relevance score, you first have to understand whoyou are marketing to and then build your ads accordingly.


Have you ever heard that Jack Johnson song “3 R’s”?

Reduce, reuse, recycle.

Well, with Twitter ads, they determine your quality score based off of another 3 R’s.

Except this time, they are resonance, relevance, and recency.

These three metrics can be summed up quite easily.

Resonance: Is your audience resonating with your content? Are they retweeting and sharing on a regular basis?

Relevance: Does your audience care about your content?

Recency: Is your content new?

If you can master those three R’s, then you can master Twitter ads.

2. Utilize the Power of Emotion in Your Advertising

Most ads suck.

Like they really suck.

Don’t let this be you.

If you want to have any hope of standing out in the overcrowded marketing of social media and PPC advertising then you have to learn how to create great ads.

The key to a great ad is to spark emotion within your audience. The two emotions that generate the most conversions among advertisements are awe and laughter.

If you can create a sense of awe among viewers or make them fall out of their chair laughing then conversions are all but guaranteed.

While the exact methods for doing this will vary based off of your target market, a good place to get started is by watching Super Bowl Ads from years past.

Analyze the ads that evoke emotion — ads that made you laugh and the ads that made you sit back in awe.

Take note of how the ads accomplished this and then learn to replicate the effects in your own campaigns.

3. Master Demographic Targeting

One of the most important things that you can do when you are trying to create successful PPC advertising campaigns is to target the right demographic.

If you are not targeting your ideal audience than you are wasting precious time, money, and ad impressions.

Nearly every advertising platform allows you to specifically select your target demographic for your ad.

You want to make sure that you are as specific as possible.

Not only will a well targeted ad improve your overall ad quality/relevance score, but it will lead to more conversions because you are targeting people who actually want to buy.


The world of paid advertising is not an easy one.

There is a steep learning curve and you will probably lose money before you make it. But in the modern market, it is an absolute necessity.

Equipped with these three tips, you are off to a good start.

So do your research, get in the trenches, and start mastering paid ads now so that you can sit back and enjoy the rewards later.

What is your best paid-marketing secret?

Source: 3 Paid Marketing Secrets that Will Double Your Brand’s Reach Overnight – Forbes

03- Aug2016
Posted By: Guardian Owl

7 e-commerce SEO trends we’re seeing in 2016

Few types of online business can benefit from SEO more than e-commerce websites that allow for direct consumer transactions. Not only can you secure more web traffic (and a larger stream of revenue), you can also optimize specific product pages to funnel traffic to your most profitable or popular pages.

But SEO (and e-commerce in general) is always evolving. New technologies, new insights and new best practices emerge on a regular basis, and the best e-commerce webmasters are jumping on these changes to stay ahead of the competition.

Below, I’ve compiled a list of seven important SEO trends in the e-commerce industry you should be paying attention to:

1. Out-of-the-box SEO is better than ever

SEO technology is developing just as quickly as the search engines that have inspired them. What do I mean by “SEO technology”? I mean the third-party apps, widgets and tools webmasters can use to optimize their sites and improve results — with minimal manual input required.

In fact, some “out of the box” solutions have emerged in the template web design industry, enabling webmasters to ensure the on-site optimization of their sites in just a few steps upon launch. WordPress plugins have also been around for a while that handle a good amount of on-site SEO automatically, such as Yoast SEO.

These products and developments are tempting, and in fact useful, but currently, there’s no solution that can automatically perform every on-site function. You’ll still need to customize things like your title tags, navigation, rich snippets and so on, if you want to see the best possible results.

2. Long-form content is crucial

Until recently, product pages on e-commerce sites were places for short-form content: a title, a brief description, a handful of photos and a few customer reviews. However, user demand and search engine favoritism have shifted toward long-form content in almost every niche.

Longer-form content provides more detail, more long-tail and conversational phrases (which lend themselves to more relevant search queries) and more market differentiation from the increased competition that has arisen in recent years.

I strongly encourage you to develop more long-form content on your company blog, describing your products and offering insights on your company, provided your topics support that length without unnecessary fluff.

3. Sharability is key

Social media has been popular for many years, but it’s still somehow escalating in importance. In a recent survey I conducted of 357 online marketers, What Works in Online Marketing, 52 percent of respondents said they are currently seeing a positive ROI from social media marketing, while 65 percent believe it will become even more important over the course of the next five years. Most notably, 96 percent of respondents said they planned to increase their budgets or keep them the same over the next year.

More users are signing up for high-popularity standbys like Facebook, and newer, cutting-edge platforms like Instagram and SnapChat are shaping up to be major hits for younger generations.

One of the best ways to generate more visibility and more primary and secondary ranking signals (like inbound links and social signals, respectively) is to encourage more social sharing throughout the shopping and checkout process.

Have your users share your products. Have them share reviews. Have them share when they check out or when their products arrive. Keep your audience engaged with social opportunities throughout your site, and your visibility across search engines and social media channels will thrive.

4. Video content is outperforming pretty much every other kind of content

As mobile devices, WiFi availability and video sharing capabilities become more advanced and prominent, users are demanding more video content. Video content can show up as rich media in search results (if it’s hosted on YouTube) and has more potential for virality than any other type of content.

In fact, if you aren’t using video content on your product pages and in your company blog, you’re already behind the times. Video content is only going to become more popular, so get moving.

5. Mobile optimization is now absolutely critical

The basics of mobile optimization were already solidified by Google’s Mobilegeddon update, but merely meeting Google’s thresholds for mobile optimization is no longer enough to stand out in the search world.

Mobile optimization is about offering the best possible content and functionality experience to mobile users, who grow in numbers compared to desktop users by the day.

Mobile optimization is also starting to include app optimization, which Google is favoring heavily with developments like app streaming — and one day soon, e-commerce platforms may need to develop their own mobile apps just to survive in terms of visibility.

6. Voice search and digital assistants are gaining popularity and usage

Just a few years ago, digital assistants seemed like useless gimmicks that failed to recognize voices accurately and provided less-than-stellar results even when they did. Now, more people are relying on voice search, and every major tech company seems to have their own digital assistant capable of extraordinary feats, including Siri, Alexa, Cortana and Google Now.

Savvy e-commerce marketers are beginning to capitalize on this trend, offering more colloquial phrasing, more optimization for long-tail phrases and more “rich answers” that digital assistants can provide directly.

7. Local results are becoming more prominent

Local SEO has undergone a handful of overhauls in the past few years, and it’s likely that new technologies (like wearable tech) will increase the importance of local results even further.

E-commerce companies often don’t think about a local strategy, since they operate on a national level and therefore want to target a larger national audience. However, pursuing a local strategy in addition can help e-commerce companies differentiate themselves from the competition and target a smaller, possibly more relevant niche that their competitors are deliberately trying to avoid.

There may be a clustering effect as more e-commerce companies begin to realize the benefits here, which is good motivation to get involved as early as possible.

Final thoughts

Keep an eye on these seven trends to ensure that your campaign remains relevant and visible in the modern era. Depending on your goals and how heavy a role SEO plays in your overall business growth, the suggestions above should take a high priority in your marketing spend.

That being said, these certainly aren’t the only trends I anticipate developing for e-commerce, and it’s hard to predict exactly what’s around the corner — so keep your campaign flexible, and always be on the lookout for the next breakthrough development.

For those managing search engine optimization for e-commerce websites, contributor Jayson DeMers has some advice for what to focus on to stay ahead of the competition.

Source: 7 e-commerce SEO trends we’re seeing in 2016

16- Feb2016
Posted By: Guardian Owl

Guardian Owl D I G I T A L (@guardian_owl) • Instagram photos and videos

[G o o d] Morning #digital friends! Not sure where we’d be without ☕️????.#didyouknow Neurofuse, one of the most popular nootropic formulations out there, was originally developed by Harvard students looking to gain an academic edge but not interested in the risks associated with prescription products. They built a safe and effective formula and recently released it publicly. Read the full article —> #google #instadaily#instapic #instagood #guardianowldigital #louisville #coffee #coffeeaddicts#me #love #energy #awake #business #women #girlboss #marketing#professional #life #goodmorning #googlepartners #louisvilledigital #tech #technology #entrepreneur #seo #sem

[G o o d] Morning #digital friends! Not sure where we'd be without ☕️?. #didyouknow Neurofuse, one of the most popular nootropic formulations out there, was originally developed by Harvard students looking to gain an academic edge but not interested in the risks associated with prescription products. They built a safe and effective formula and recently released it publicly. Read the full article —> #google #instadaily #instapic #instagood #guardianowldigital #louisville #coffee #coffeeaddicts #me #love #energy #awake #business #women #girlboss #marketing #professional #life #goodmorning #googlepartners #louisvilledigital #tech #technology #entrepreneur #seo #sem #keurig

A photo posted by Guardian Owl D I G I T A L (@guardian_owl) on

09- Feb2016
Posted By: Guardian Owl

Super Bowl Ads drove 7.5 incremental searches for Advertisers

Google stated that 82% of TV ad-driven searches during the Super Bowl occurred on mobile devices. This year, the ads drove 7.5 million incremental searches during the game which was a 40 percent higher lift than last year.

The winning Super Bowl Ad of 2016? Audi, “Commander” won the top spot.  Four of the top five ads driving lift in brand search were from automotive manufacturers: Audi, Acura, Honda and Kia.