You know there are more platforms besides Google to exercise your marketing prowess, right? Yes, the Silicon Valley-based juggernaut still remains the bread and butter for digital marketers by a mile, but this doesn’t mean alternative or niche search engines should be left in the dark.
As you map out your strategies and campaigns for 2018, consider these five tips to help you optimize your presence on some of the web’s other heavy hitters including YouTube, Amazon, TripAdvisor, Yelp, and eBay.
YouTube: Focus on Descriptions and Thumbnails
From the drawing board to the edit bay, video production can consume so much time and effort. As a result, some miscellaneous, but nevertheless important, elements of the process might get put on the back burner.
Take it from Wpromote Senior SEO Manager, Justin McKinney: “Take advantage of product descriptions and thumbnails. Long-form product descriptions help YouTube understand what your video is about, and thus help your rankings. Compelling thumbnails entice people to click through to your videos.”
When writing out your keyword-rich description, be sure to put a link to the product page at the top. YouTube only displays around the first 100 characters of description. So, if viewers don’t click the “show more” button, make sure they at least see a strong call to action and link. It’s recommended to keep your description between 250 to 500 characters, but this isn’t a hard-and-fast rule. Depending on the length of your video, a transcript might be a suitable option if you’re looking to utilize all 5,000 characters that YouTube allots.
Thumbnails can determine whether a potential customer clicks on your video. Creating a compelling thumbnail might take some A/B testing, though. Experiment with bright-color backgrounds, text, close-up face shots, animation and other tactics to see what works. When you decide what’s best for you, ensure your thumbnail design stays consistent across the channel. Take a look at Klipsch’s YouTube page to understand this concept of consistency.
Amazon: Conversion > Content
Anyone who visits the world’s largest e-commerce store is obviously there to do one of two things: purchase something or dream of purchasing something. Therefore, it’s best to think like a buyer when it comes to your marketing strategy on Amazon. McKinney points out that “unlike traditional search, content is not king on Amazon, conversion is. Optimize your product listings for conversion and you will see ranking improvements.”
While the titles of your listings must include relevant keywords, they should also be easily readable and descriptive enough for buyers to know exactly what the product is.
Images are vital for conversion, too. Ensure your pictures are professionally shot, easy on the eyes, and at least 1,000 pixels by 1,000 pixels so buyers can enlarge the photo. Take time to brush up on Amazon’s image standards before posting anything.
TripAdvisor: The More Photos, The Better
Based on a 2018 digital transformation report, the bar graph below shows travel review sites, most notably TripAdvisor, as the number one source of information during the travel-planning phase, beating out word of mouth and traditional search engine results. These statistics prove that businesses, especially those in the hospitality industry, should establish a presence on TripAdvisor now more than ever.
Garnering high-rated reviews, responding to reviews and adding booking links to your page are all crucial tactics for optimizing your business on TripAdvisor. The quantity of photos posted on your listing helps keep potential customers engaged with your business longer.
“Imagery is very important to attract the customer, so show them what they want,” according to Wpromote SEO Director Bart Peters. “For hotels, people want to know what the room looks like. For restaurants, people want to see the food. TripAdvisor promotes that businesses with 30-plus photos have a 41 percent higher engagement than locations with 10 or fewer.”
Yelp: Respond to Reviews Regularly and Quickly
Although responding to reviews can be a time-consuming task, your business will thrive in the end since engaging with reviewers helps improve local SEO. Your response times can also affect your Yelp ranking, which can give you an edge over your competitors. A clever way to boost your Yelp ranking is to weave keywords into your responses. For example, if you own a computer repair shop and receive a positive review, write: “Thank you for letting us repair your computer. Please recommend us to your friends who live in the San Francisco area.”
You do not need to reply to every single review. Use your best judgment to decide when it’s appropriate to respond. As for negative reviews, always try to make amends. According to Moz, it’s 25 times more expensive to earn a new customer than to retain an existing one, so be sure to apologize sincerely and accept complete responsibility.
eBay: Be as Specific as Possible
Online shoppers don’t have time to scroll through thousands of listings, especially if they type a broad keyword like “men’s shoes” into the search bar. That why it’s imperative to fill out your item specifics when posting products on eBay. The photo below shows all the specifics that can be included for a men’s shoe listing. The number of specifics vary from item to item, but whether there are 5 or 25 specifics, make sure to provide as much information as possible so shoppers can find your product easily, which can lead to more conversions and higher rankings.
For your listing description, write at least 200 characters with relevant keywords at the beginning and end of your description. To help improve rankings and conversions, you could apply the 80/20 rule. This means 80 percent of your content involves the product itself, while 20 percent is used as promotion for your eBay store.
If your business needs help optimizing on alternative platforms in 2018, these five suggestions are sure-fire ways to improve your rankings and boost conversions.
Read more at https://www.business2community.com/seo/5-tips-alternative-search-engine-marketing-02044433
If you really want to improve your Google AdWords’ results, perform these three maintenance tasks and watch your CTR skyrocket.
There are three crucial Google AdWords checks you should do regularly that ensure your pay-per-click (PPC) campaigns remain healthy.
1. Ongoing management: checks.
This part of managing accounts is relatively easy to carry out and is essential if the rest of your AdWords work is to be effective. There are three things you want to measure in this step:
The first step to any success in any business system is deciding what measurement is going to tell you that your business is, in fact, running like it should. Setting up conversion tracking is simple, but it’s also easy for things to break down. If you’re using code on key pages to measure conversions, check regularly to be sure the code is still present and installed correctly.
Also, check the conversion process itself to ensure no glitches have cropped up. Working tracking code on your “thank-you” page is pointless if the lead-capture form is broken. Make sure these pieces of your funnel are installed and functioning.
The settings inside your AdWords account aren’t likely to change without your noticing. But, don’t take this for granted, especially if you’re not the only person administrating your campaign. Keep a written record of your settings and occasionally check them to be sure nothing’s been moved, adjusted, paused or unintentionally reset.
Start by looking for obvious glitches such as broken formatting or dead links. Then take a high-level view and ask whether you’re matching the right landing page to the right ad copy. Does what you promise in the ad get delivered in the landing page? Is the connection between the two obvious to the visitor? Is there a better landing page you could be using?
2. Ongoing management: optimizing.
“Outliers” is a term made popular by Malcolm Gladwell’s book Outliers: The Story of Success. It refers to fringe elements that, in some way, behave differently than everything else. The “outliers” in AdWords are the campaigns, ad groups, keywords, ads or placements that perform significantly better — or significantly worse — than everything else.
You could spend your time optimizing every last element of your PPC campaigns, but that’s not smart. Go for your outliers first. The goal is simple: Increase the good outliers, and decrease or fix the bad ones. If you have a particularly high-performing keyword, for instance, you might want to raise the bid and get more impressions, clicks and conversions. If you have a poorly performing keyword, try lowering the bid or even removing it from the campaign altogether.
Before you reach for the “nuke” button, however, ask whether you can improve the bad keyword by writing a better ad or building a better landing page for it. Sometimes your worst player can turn into your star player.
3. Ongoing management: expansion.
Once your AdWords account is well-optimized, think expansion: more impressions, more clicks and more conversions. With PPC, you can never have too much of a good thing.
There are a number of different ways you can expand an account.
- Start with new keywords. The search query report is a goldmine for this information. (To access this, look under the Dimensions tab, and in the “View” drop-down box, select “Search Terms.”) This shows you the actual search terms people typed in that Google chose to show your ad for. Look for common phrases that aren’t yet in any of your ad groups. Add them in.
- Look in the Opportunities tab for Google’s list of additional keyword suggestions. This section is useful for finding new ideas, but beware: Don’t be too quickly sucked into Google’s insistence that the best thing you can do is increase your maximum bids. There’s a time and place to raise bids. Don’t do it in kneejerk response to Google’s pestering.
- Pay regular visits to Google’s Keyword Planner. We also recommend third-party applications like SpyFu, SEMrush and WordStream. Go digging there on a regular basis to find new keyword ideas.
- Try aiming for the top positions. When your ad moves to the top of the page above the organic results, the positive difference in click-through rate (CTR) is massive. Use your “Top vs. Other” report to see this spelled out in hard numbers.
Display campaigns with vibrant ads that show everywhere
- Never assume that the performance of your display campaign ads has hit its ceiling. Keep testing new ads, especially image ads and try to beat your best CTR. You can often get a quick win just by testing a vibrant new image or a new headline.
- If you’re using a managed placement campaign, look around for new sites where you can feature ads. If you’re using contextual targeting, look for new keywords or topics you can introduce that will expand the range of sites where your ads can show.
- Experiment with different targeting methods. If you’re only using managed placements, give contextual targeting a try and vice versa. And if you’re not using remarketing, this should be at the top of your idea list.
5 Tips for a Successful SEO Strategy for Your Business
The nature of business today requires a wide brand visibility to harness the best opportunities that show up in the market. Advancement in technology and changes in communication systems across the world give businesses great marketing opportunities through online platforms and search engine optimization. SEO is an online marketing tool that is extremely important for small business, as it allows them to increase their customer and client base by leveraging the internet and search engines such as Google. Good rankings on search engines can translate into lucrative business opportunities for an organization that implements the following five tips for a successful SEO strategy.
Narrow the Focus
SEO efforts should work to achieve a unified goal. Even though one might want to diversify the objectives and goals of the business to compete on different levels with the rivals, this method can sometimes lead to great regrets. The best thing to do is consolidating all the resources and expertise to create specialized content. Aim at one thing and build on it with consolidated efforts to make your SEO more effective. Focus your keywords on the main aspect of the business and you will get more traffic and have great rankings in Seo Companies Toronto Narrowed focus gives you time to perfect your content.
Use Long-tail Keyword
Strong keywords are the founding blocks of successful SEO marketing and having long-tail keywords helps you focus on an idea and purpose. Long-tail keywords are longer phrases that have a tacit summary of the content of your business. For instance, the title above “5 Tips for a Successful SEO Strategy for Your Business’’ is an example of long tail keyword structure. Creating such keywords for your businesses will increase the brand visibility by getting better ratings on Google. If you use them well will the top-ranked business in your industry.
Get custom-made SEO Tactics
SEO marketing is extremely competitive. You must be creative and unique to get outstanding command of the market. You must be willing to cash in your efforts, resources, and take time to plan and strategize. Unique content and website design are effective competitive tools to use. Many people will recognize your business by the level of its differentiation from other businesses. Look for the services of reputable people in the industry to help you with making your content unique, as it will generate more traffic and brand visibility. Most importantly, don’t try to copy other businesses.
Choose the Best SEO Service Provider
When choosing an SEO service provider, you must always ensure that they can offer nothing but the best for your business. Don’t rush into making choices that will suppress your business growth and crush all the efforts you have put in to expand your brand visibility. Service providers such as SEO Toronto offer some of the best services for businesses. Have a list of all service providers around your area and choose the best among them. A good service provider will give you authentic SEO marketing and good ranking to propel your business to the next level.