3 Tips to Refine Your Current SEO Strategy

It’s a good time of the year for digital marketers to take a closer look at the success of their SEO efforts. What SEO strategy seems to have worked best? How successful have you been in attracting your core audience? Now is not the time to coast on what you are doing, even if you’ve hit or exceeded your goals this year.

It’s a good time of the year for digital marketers to take a closer look at the success of their SEO efforts. What SEO strategy seems to have worked best? How successful have you been in attracting your core audience? Now is not the time to coast on what you are doing, even if you’ve hit or exceeded your goals this year.

Use the last few months of the year to refine your SEO strategy and pinpoint opportunities for driving more high-converting visitors to your website. A quick audit like the one below can highlight places where these SEO tactics could yield better results.

1. Polish Your Technical SEO Components

You would be surprised at how many seemingly polished websites neglect basic SEO techniques, like optimal keyword placement and appropriate headers. Keyword research is one thing that remains vital in a sea of SEO changes over the years. Of course, don’t mistake an emphasis on keywords as an invitation to start using outdated keyword-stuffing tactics.

Unnaturally stuffing keywords into your pages is unnecessary and reads awkwardly to your target audience. Sprinkle your focus keywords throughout your content organically, in a way that makes sense. You can also target multiple, related keywords by optimizing their placement in the headings (H1, H2, H3, etc.) of your content.

Meta descriptions are another SEO component many marketers neglect. Optimizing meta descriptions is a quick, easy way to help drive more clicks to your website; which, in turn, can improve your search engine rankings. Don’t just let Google decide what to use as your description in its search results. Draft compelling meta descriptions that will help your business stand out to prospective customers.

The biggest thing to keep in mind when it comes to SEO is the intent. How well are you matching the page titles and descriptions to what your prospective customers are searching for?

2. Upgrade Your Content

You’ve heard it before, but it bears repeating, content is king. Google’s goal is to provide the absolute best search results possible for its users, and that means you must have the best content if you want to compete in SEO.

What can visitors find on your site that they cannot get anywhere else? Home contractors can create video guides for common do-it-yourself scenarios that often stump potential clients, while making it clear when they should call in a professional. Creative types can take their visitors through their process of coming up with their final product, whether it is a song or a new cake design.

You don’t have to reinvent the wheel. Look at what is already ranking at the top of Google for your target keywords. How can you do it better? What new angle can you cover that can fulfill the needs of your visitors? The voice of experience should be evident throughout, showing customers why you should be their top choice over other competitors.

3. Improve Tracking Across Your Pages

Tracking is a marketer’s best tool when it comes to finding SEO improvements. It can tell you exactly where the issues are and what changes can have the most significant impact, when properly implemented. If you haven’t done so already, then I suggest installing Google Analytics across your entire website and linking it up to your account with Google Search Console. Those two tools will give you invaluable insights into your SEO efforts.

You’ll be able to track keyword rankings, search engine click-through rates, and SEO landing page conversions.

For locally-focused businesses, I recommend BrightLocal for tracking your Google My Business rankings, over time. This will help you spot trends and continue to make improvements with your local SEO efforts.

It’s Time to Work on Your SEO Strategy

We’re in the fourth quarter, so it’s time to set up your SEO for success in the next year. Review the basics and make sure you’ve optimized your website correctly for your target keywords. Then review your content, compared to what’s already ranking in Google. How can you compete and create superior content for your target audience? Lastly, don’t forget about tracking. It’s never too late to get proper tracking installed so that you have the tools readily available to improve your SEO.

Want more tips to help you with SEO? Click here to grab a copy of my “Ultimate SEO Checklist.”

How to Use Google Analytics to Improve Google Ads Performance

Google Analytics can be a treasure trove of information to help improve the performance of your Google Ads campaigns. However, trying to figure out all of the the various metrics within Google Analytics can be a big stumbling block for advertisers.

Google Analytics can be a treasure trove of information to help improve the performance of your Google Ads campaigns. However, trying to figure out all of the the various metrics within Google Analytics can be a big stumbling block for advertisers.

The sheer volume of numbers and data available can quickly get overwhelming.

The Key to Finding Value in Google Ads Metrics

Both Google Analytics and Google Ads metrics and reports should be looked at in the context of your business. Are you using the platform effectively enough in ways that benefit your business? What is it you value most, when it comes to your company?

These are a couple of questions you might want to focus on as you comb through your Google Analytics metrics. Understanding what you want to accomplish with your ad campaign can help you narrow down metrics that matter to your bottom line.

  1. What audience demographics do you wish to attract?
  2. Are visitors able to find the thing they are looking for after clicking your ad?
  3. Is your landing page delivering the type of conversions you are after?
  4. From which channels would you like to direct most of your traffic?

Let’s look at how certain Google Analytics metrics and reports can help with Google Ads.

Give Visitors a Great Experience

Do you know what visitors hate the most about clicking on an ad? Not finding what they need. This can ultimately hurt your brand, if your Google Ads campaigns are frustrating prospective customers.

Sure, your Google Ads conversion rate can help give you this insight, but it doesn’t give you the full story. If your ads are not converting as well as you’d like, then you need to dive into Google Analytics to see what’s going on.

First, take a look at your your landing page bounce rate. That’s the number of visitors who see your landing page and then leave without clicking to a second page. A high bounce rate means your landing pages are not living up to the promises you’re making in your ads.

Gain Insight Into Your Website Design

What good does it do to drive prospective customers  to your website, if they have a difficult time with the navigation?

If you are having difficulty getting your conversion rate up to where you would like, it could be an issue with website design. Part of the problem might be that your website design makes completing the path to a conversion overly tedious.

You can review this using the Google Analytics Users Flow report. The Users Flow report will show you how people are navigating through your website, starting with your landing page. You may see that prospective customers are getting distracted and clicking to pages that are not in your sales funnel. Use this information to redesign your landing pages and subsequent pages in the sales funnel to reduce drop off and increase the overall conversion rate of your Google Ads campaign.

Find Your Top Performing Audience Demographics & Interests

The Google Analytics demographics and interest reports can you give you great insight into your top performing audiences. Review these reports to see which audiences are performing best.

Then use the audience data to improve your Google Ads campaigns. Modify your demographic targeting, adjust bids, and even launch new campaigns to target the audiences you know perform best based on the Google Analytics data.

Summary

To be successful with Google Ads often requires using data that’s not available within the Google Ads reports. But one of the best sources of advertising performance-enhancing data is Google Analytics.

Review your landing page bounce rates to see how well you’re matching your landing page message to your ad copy. Use your Users Flow reports to see if your prospective customers are getting distracted on your website. And use your demographics and interests reports to improve the targeting in your Google Ads campaigns.

Want more tips to improve your Google Ads performance? Click here to grab a copy of our “Ultimate Google Ads” checklist.

 

 

What About Bing? A Guide to Understanding Microsoft Ads

Diversification is vital when it comes to long-term marketing success. Businesses that rely solely on one marketing channel are extremely vulnerable to competitors, shifts in customer preferences, and shifts in new technology. If all your eggs are in the Google Ads basket, then now is the time to consider Microsoft Ads.

Diversification is vital when it comes to long-term marketing success. Businesses that rely solely on one marketing channel are extremely vulnerable to competitors, shifts in customer preferences, and shifts in new technology.

If all your eggs are in the Google Ads basket, then now is the time to consider Microsoft Ads.

What Is Microsoft Advertising?

Microsoft Advertising, formerly Bing Ads, is the Bing search engine platform for PPC ad placement. Target audiences can see your ads in three different search engines — AOL, Bing, and Yahoo. Advertisers can have their campaigns viewed across those outlets, any sites owned by them, as well as partner sites.

Incorporating Microsoft Advertising into your PPC strategy expands your reach. The platform accounted for 25% of searches done using a desktop computer during June 2019. The number represents an additional 11 million searches outside of Google.

Understanding the Microsoft Advertising Platform

Microsoft Advertising has vastly expanded the array of tools offered since rebranding its former Bing Ads service. Here is an overview of those features and how they can be used to enhance your current marketing campaigns.

Targeted Ads

Ads on the Bing network can be geared toward specific audiences, thanks to the following targeting features of the Microsoft Ads platform.

  • Keywords — You can place bids on specific keywords and make changes based on conversion rates.
  • Scheduling — Microsoft Advertising allows you to time the display of your ads each day in 15-minute increments. Advertisers can also schedule ads to show up during business hours for their brick-and-mortar stores.
  • Demographics — You can design ads targeted at specific age groups and age ranges.
  • Location — You can target specific locations where your ads will be displayed and/or block locations from seeing your ads.

Shopping Campaigns

Microsoft Shopping Campaigns allow you to manage your product catalogs housed in the Microsoft Merchant center store. Product Ads include information about the product itself, an associated image, and any promotional text you may want to add. You can build them from scratch or import any Google campaigns you may have already built.

You can enhance the catalog feeds in your Microsoft Shopping Campaigns using the following attributes:

  • Product Category (max of five per offer)
  • Brand Name
  • Product Type
  • Condition of Product
  • Merchant Product Identifier (or Item ID)
  • Customized label (up to five per offer)

Microsoft Search Network

The Microsoft Search Network includes sites like MSN.com, Yahoo.com, and all other syndicated Microsoft and Yahoo partners. All search and audience ads are distributed across the network, aimed at your specific audiences.

Advertisers can narrow or expand the focus of their ads based on their current needs. You can choose to have campaigns seen everywhere or target a single channel. Microsoft Advertising also allows you to exclude your ads from being seen on partner websites.

AI Capabilities With Microsoft Audience Network

Microsoft tracks audience behavior patterns and uses that information to come up with new enhancements for advertisements while giving you a brand-safe environment. The Microsoft Graph visualization tool allows advertisers to view datasets and other information for better insight into the performance of various campaigns.

Advantages of Microsoft Advertising

Ads displayed on the Microsoft Search Network tend to attract an older audience, with 40% of those responding in the 35- to 54-year-old demographic. It’s an essential factor, because that age group accounts for nearly 75% of Bing users. Almost half the audience in that network makes at least $75,000 or more per year, making Microsoft Advertising an attractive prospect for those targeting high-wage earners.

Microsoft Ads campaigns tend to spend only a third of the amount that they would on a Google Ads campaign.

Why Bing

Microsoft Advertising allows you to diversify your PPC campaigns. Like Google Ads, it gives you control over your target audience and ad placements. Plus, Microsoft Advertising tends to cost less than Google Ads and will get your ads in front of an older, higher-earning audience.

Want more tips to improve your ad campaigns?  Click here to grab a copy of our “Ultimate Google Ads Checklist.”

Why You Are Missing Out Without Conversion Tracking

Which digital marketing channels are driving the most leads and sales for your business? Are any channels just wasting your budget? Without properly set up conversion tracking, there’s no way to answer those two critical questions.

How can you tell if your new Google Ads campaign is improving your conversion rate? What percentage of visitors coming to your landing pages are there because of your Facebook Ads? You can’t get an accurate assessment of the ROI generated by your advertising efforts without implementing mechanisms to track visitor responses.

What Is Conversion Tracking?

Conversion tracking involves placing a piece of code on your website to track visitors and their actions. The data helps you understand their responses to various techniques used in your ad campaigns and different webpage designs. You can use conversion tracking for testing of keywords, redesigned landing pages, and new ad text.

Items You Should Be Tracking

  • Forms on your website (ex. quote requests, scheduled appointments, demo requests)
  • E-commerce sales
  • Coupon codes you give out as a way of encouraging people to visit physical locations
  • Phone calls

Here is what you gain by effectively tracking your digital marketing efforts.

1. Better ROI Tracking

You can add tracking codes to “Thank You” pages to monitor completed transactions by visitors and origination channels. That can tell you how many of those conversions came from visitors who clicked on specific advertisements. You can include tracking of signups, lead generation, or other items relevant to improving ROI.

2. Insights Into Campaign Successes

Some ads will perform better than others. Conversion tracking tells you how well specific keywords perform in attracting your target audience. You can also learn which ad campaigns to eliminate if they tend to draw visitors who quickly move away from your landing pages. Use information gained from your split testing efforts to tweak your keyword lists, ad copy, and landing pages for better performance.

3. Figuring Out What Content to Reuse

You want to stick with what works. Conversion tracking lets you know which content on your website attracted the most interest, or which campaigns helped drive higher-quality visitors. You want content that keeps visitors on your site who will eventually convert into a lead or sale.

4. Improved Audience Categorization

Segmenting audiences allows you to provide relevant content to those who visit your site or sign up to receive your email communications. Conversion tracking helps you figure out whether you have your contacts properly sorted for the type of information they receive.

Better categorization means your audiences aren’t sending your emails directly to the trash bin, or worse, clicking the “report spam” and/or “Unsubscribe” link. You also increase your chances of attracting the type of attention that leads to more conversions and better ROI.

5. Knowledge of Where to Direct Marketing Budget

Marketers running campaigns on a limited budget must maximize each dollar spent, while being cost-efficient. That allows you to create more effective campaigns that get the most for your money. You avoid dumping money into failing ad strategies and can direct those funds to higher-performing efforts.

Why Conversion Tracking?

Conversion tracking allows you to track and improve the ROI of your digital marketing campaigns by helping you identify your best-performing campaigns and eliminate those not delivering the desired conversion rates. It also helps you understand where you should be directing your budget across all the various marketing channels so you maximize every dollar invested.

Want more help tracking your marketing campaigns?  Click here to grab a copy of our “Ultimate Google Analytics Checklist.”

3 Tips For Optimizing Your Ad Bid Strategy

The journey toward finding the perfect ad bid strategy for your PPC campaign can seem almost torturous at times. You continually test your CTAs, raise and lower your budgets, obsess over whether you are using the right keywords, images, etc.

The journey toward finding the perfect ad bid strategy for your PPC campaign can seem almost torturous at times. You continually test your CTAs, raise and lower your budgets, obsess over whether you are using the right keywords, images, etc. The constant fiddling can leave ad managers feeling like a hamster running on a wheel leading nowhere.

There is no magic formula for coming up with the perfect bid every single time. You can increase your odds of achieving your target KPIs for your ads by refining your tactics. Below are a few ideas you might want to incorporate into your PPC ad bid strategies, going forward.

1. Make Sure Automated Bids Are Right for You

Most ad bidding novices find it easier to use Google Ads automated bidding strategies. They set up bids based on varying factors and your set budget. That leads many new bidders to conclude that relying on automation for bids is a safer bet than trying to manage their accounts manually. There are instances, however, where manual bids can pay off in a more significant way.

  • When You Have Low Conversion Volumes If an account has low conversion volumes, there will not be a lot of raw data available. That means the automated bidding won’t have the information needed to make the best decisions. The algorithms can jump to conclusions that end up hurting your overall conversion rate. It is a much better strategy to place manual bids until you have at least 45 to 60 conversions under your belt.
  • When You Have a Limited Budget You need budget flexibility to maximize the benefits of automated bids.
  • When You Have PPC Experience Start doing your homework and gain experience placing bids. That makes it easier to respond to rapid changes with manual bids, instead of letting the automated bids take care of everything. You can end up gaining better results for campaigns that may be too complex for the current algorithms to process.

2. Go After In-Market Audiences

An in-market audience consists of those who have already done extensive research into a specific product. They know what they want and have moved further down the marketing funnel. Attracting clicks from in-market audiences allows you to collect more refined details around their behavior. You also have an advantage in that you know exactly what type of ads you must build to attract their attention.

Try out a few audiences to see how they perform. Once you gain a firmer understanding of the in-market audience, start testing out different ad variations. Then raise or lower bids depending on how well they end up performing when it comes to actual conversions.

3. Add Your Brand

With so much competition online today, it’s easy to lose out on business even when prospective customers are searching your brand name. That’s why most businesses should be bidding on their brand keywords.

You can enhance the effectiveness of a branded search campaign by making sure to feature your brand name in your ad headline. That puts your brand directly in the minds of consumers who are searching for you. Otherwise, they might end up scrolling past your ad to a competitor or a website from the organic search results.

Test out adding your brand to your ad Headline 1 vs. Headline 2 or in the body of your copy. You should start to see better clickthrough rates and conversion rates when you include your brand information front-and-center. It pays to put yourself forward in the minds of consumers as much as possible with so much digital competition for your audience’s attention.

Summary

PPC bid strategies can be confusing for both novice and professional advertisers. It might pay off more to manually place bids vs. relying on algorithms to automate your bids.

Research in-market audiences to find prospective customers who have already researched your product or service and are more likely ready to buy. Plus, complement your overall branding strategy by including the brand name in your ad headline.

Want more tips to improve your ad campaigns? Click here to grab a copy of our “Ultimate Google Ads Checklist.”

6 Google Ads Trends You Should Be Using in Your Marketing

Google Ads, formerly AdWords, has been a mainstay of PPC marketing since its introduction in 2000. Businesses now have access to new tools that allow them to refine their PPC marketing and generate more leads. Make sure your campaigns are taking advantage of the most popular Google Ads trends.

Google Ads, formerly AdWords, has been a mainstay of PPC marketing since its introduction in 2000. A lot has changed over the last 19 years, and businesses now have access to new tools that allow them to refine their PPC marketing and generate more leads. Make sure your campaigns are taking advantage of 2019’s most popular Google Ads trends.

2019 Google Ads Trends

1. Personalization

Personalizing your Google Ads means relying on the insights gleaned from your visitors to refine your ads toward specific audiences. Learn to match ads back to specific landing pages, which lets your visitors understand the relevancy of the page relating to the ad they just clicked. That helps reinforce the impact of your branding strategy, along with your message.

Use tools like geo customizers that pinpoint a visitor’s location or a place they are looking to visit. You can also upload your lists of emails into Google’s Customer Match product to help direct ads from your campaign at specific audiences.

2. Optimize for Voice Search

With 55% of households expected to own some speech-enabled device, voice search must be accounted for when designing your ads for campaigns. When users issue commands into apps powered by Alexa or Siri, they speak in more natural patterns that do not conform to standard keyword patterns.

Instead of keywords, center ad content around accurately responding to user questions. If they ask, “Where is the nearest Mexican restaurant,” ads that highlight Mexican cuisine near their location should be what appear. Clarity takes precedent over conciseness when it comes to voice search.

That does not mean that marketers should abandon keywords entirely. They should, however, focus on longer-tailed keywords that allow for more natural phrasing. Keywords no longer have to fall into a specific pattern, thanks to the advancement in algorithms used by Google.

3. Write for Your Audience, Not Keywords

The Google Ads interface now allows you to drill down and target audiences based on demographics, the reason why they may be making a purchase, and many other patterns. That means leaning less on keywords and more on gearing your ads toward items of interest to your audience.

With the array of tools now at a marketer’s disposal, keywords will decrease in importance, making it vital that marketers put in the work to truly understand what their visitors desire. That will help them design better quality ads that can elevate their conversion rates.

4. Make Use of Smart Campaigns

Google Ads users now have the option of creating “Smart Campaigns.” They simplify ad creation by making it easier for marketers and small businesses to target specific audiences. You include the address of your business, images, and other information into Google Ads templates that automatically accounts for your CTR and CVR.

Google algorithms take over and locate audiences fitting your information. You keep your volumes growing without having to do a lot of hands-on configuration.

5. Gear Ads Toward Remarketing

You can keep visitors interested in your site offerings by designing ads full of products or services in which they expressed interest. It is a matter of adding a small piece of code to your website that captures information about your visitor’s attention. You can use that information to create ads aimed at bringing them back to your site.

6. Tie Ads Back to In-Store Offerings

Localizing your Google Ads can help drive customers into your physical stores. Many people do research online when looking for goods or services. Design ads that feature inventory in your store and whether you currently have it in stock. That can motivate customers to go ahead and visit your store to make a purchase.

Summing It All Up

  • Personalize your ads to appeal to specific audiences
  • Account for voice search when designing ads
  • Think beyond keywords when creating ads for your audience
  • Maximize the benefits of Google Ads Smart Campaigns
  • Build ads targeted at previous visitors to your website
  • Use Google Ads to promote your in-store offerings.

Keep an eye out for more changes to Google Ads that will likely impact your campaigns for 2020.

Why You Should Stop Keyword Stuffing in SEO Now

Keyword stuffing is like Michael Myers in “Halloween” — it refuses to die. It’s also very dangerous for your business, because it will kill your search engine rankings.

Keyword stuffing is one of those things left over from the earliest days of digital marketing that refuses to go away.

You have already seen in it in action if you have come across blogs full of phrases like “best seafood near me” or “women dress store Atlanta.”

It is awkward, unnatural, and still one of the go-to techniques for many content creators. Why?

Why Keyword Stuffing Became So Popular

As digital marketing and search engines evolved, it became clear that people tended to use specific phrases when doing an Internet search. Marketers figured out that they could get high rankings for their clients by filling content with these phrases. That led to lots of ads and other content filled with popular search phrases.

As the practice spread, so did the number of keywords crammed into the content. It got to the point where popular keyword phrases were making their way into landing pages and blogs, even if they didn’t fulfill the user’s intent. That meant lots of annoyed users who didn’t end up finding “red sandals Dallas” when they clicked on an ad or link.

How Keyword Stuffing Hurts You Today

Connecting audiences to their desired result is the primary goal of search engines. Having tons of users annoyed by low-quality results does not allow them to do that. Search engines now reward content written for actual human consumption, not to game their algorithms in pursuit of higher search rankings. Spammy content that does not satisfy user intent now gets driven down in SERPs.

One of the things search engines judge when determining whether the content is useful is the keyword density throughout a piece of content. You may be using keywords that tie into your client’s product, but the sheer volume used could have it penalized.

That also applies to your hidden web content. Some content creators attempt to circumvent search engine penalties by stuffing multiple keywords into the alt tags in images or the meta tags in their HTML. Search engines are aware of these tactics, and will penalize your pages in response.

Better SEO Techniques for Your Keywords

Keywords still help improve page rankings, when used correctly. Working the following techniques into your content will earn better rankings by Google and other search engines.

User-Friendly Phrasing

One thing you can let go of is the idea that you must use common search phrases in a specific order.

Let’s go back to our “red shoes Dallas” example from before. You could easily rewrite the phrase to read, “We have many red high-heeled shoes in stock at our Dallas location.” and get the desired result.

Google, for example, understands how to match that directly to the keyword phrase in question and pull back the proper result. The content itself is richer and much more comfortable for a visitor to consume. Using keywords this way also helps when users issue voice searches through IoT or mobile devices.

Lower Keyword Density

Make sure the body of your blogs and articles contain at least 300 words. The longer and more useful you make them, the easier it will be to naturally work in keyword phrases, while maintaining a keyword density of around 2 percent.

You should also use secondary keywords and other long-tailed keywords that tie back to your content. Search engines will continue to give you better rankings, if you maintain a proper balance.

Summing It All Up

Keyword stuffing is an outdated methodology that unfortunately still gets widely used. Search engines penalize pages that use keyword stuffing techniques.

Instead of unnaturally adding keywords to your pages, use natural phrasing and long-tailed variations in rich content to help content rank better in SERPs.  Ultimately, letting go of outdated keyword stuffing benefits content creators, search engines and, most importantly, your prospective customers.

Want more tips to improve your SEO?  Click here to grab a copy of our “Ultimate SEO Checklist.”

 

 

How Tech-Savvy Kids Are Wrecking the Effectiveness of Google Ad Campaigns

Are your Google ad campaigns being wasted on kids accidentally clicking ads on their mobile phones? If you’re targeting Google’s Display network, then there’s a good chance you’re wasting a lot of your ad budget. Learn how to put an end to this today.

If you were a kid during the ’80s or the early part of the ’90s, you likely didn’t realize that you were the last of your kind. Every generation of kids going forward will, outside of an apocalyptic event, never know a world not driven by technology. When creating your Google ad campaigns, think about how often you see kids as young as five or six absorbed in playing games or watching videos on a mobile device.

What does any of this have to do with your meticulously crafted Google Ads? If they end up running on the same apps on which those kids spend a lot of their time, plenty.

How Mobile Apps Throw Off Your Numbers

The Display Network provides the capability of allowing your ad to reach 93% of online users. That includes websites, videos, and apps. The potential created can be limitless, but so can the damage that can be wrought by your ad’s inclusion in a mobile application.

It makes sense for marketers to have their ads seen on websites relevant to their product, and that is where Google Ads can be of real benefit. The problem comes in when those same ads appear in the latest version of a child’s favorite mobile game.

The Fat Finger Problem

Think about your actions when playing a game on your phone or some other mobile device. The only ads you will click on are those appealing to your interests, and you likely close the rest. Sometimes your finger placement is wrong, and you end up accidentally clicking through an ad.

Those accidental clicks go up exponentially when children close out ads. All those accidental clicks fool you into thinking you are getting lots of interest in your product, thanks to strategic ad placement. That makes it hard to measure the effectiveness of your campaigns and figure out where you may want to make changes.

How to Avoid Miscounting Random Clicks From Mobile Apps

The following steps outline how you can examine your campaigns and see where your ads are placed.

  1. Select a specific ad campaign from your Google Ads dashboard.
  2. Click “Placements” from the left navigation sidebar.
  3. Click “Where Ads Showed” from the top navigation.

You should see a listing of previous ad placements for that campaign. Enter “mobile” into the search box to narrow the results down to mobile apps.

Excluding Mobile Apps

The Google Ads platform gives you the ability to opt out of having your ads displayed within mobile applications. You can do this by:

  • Clicking the checkbox to the left of the placement, then
  • Clicking “Edit” and
  • Selecting “Exclude from ad group” or “Exclude from campaign.”
  • Next, click “Exclusions” from the top navigation to view all the placements you’re excluded from.
  • Click the blue edit button to add more to campaigns or ad groups.

A Matter of Money

Business owners can benefit the most from completely excluding their ads from all mobile applications. The extraneous clicks could end up costing them quite a bit, as they will not result in the desired conversion.

They can do this by adding “App categories > All Apps” to the Exclusions list within your Display network campaigns.

Pulling It All Together

Not all clicks lead to the promise of a conversion, especially unintentional ones done by kids on mobile apps. You can review your ad placements in the Google Ads platform by clicking on the “Placements” button in the left navigation sidebar.  This will show you the placements you’re targeting.  Click “Where Ads Showed” to see where else your ads were displayed and determine if you need to exclude any of those additional placements.

Most businesses should exclude “All Apps” to save yourself a lot of headaches and reporting issues.

Want more tips to improve your Google Ads campaigns? Get your free copy of our “Ultimate Google AdWords Checklist.”

 

Search Marketers’ 5 Best Practices for Internal Linking

Internal links function a lot like road signs for the Internet. You reach your destination faster when they are clear and lead you in the right direction. Internal links perform a similar function for popular search engines. They use them to guide visitors to relevant information on your website.

Internal links function a lot like road signs for the Internet. You reach your destination faster when they are clear and lead you in the right direction.

Internal links perform a similar function for popular search engines. They use them to guide visitors to relevant information on your website.

First, What Is Internal Linking?

Internal links connect the pages of your website to one another. You may be discussing a topic like making sunflower oil and link to a previously written article on different types of equipment you can use in this process. Doing so helps apply structure and logic to the design of your website.

By adding internal linking, you can:

  • Define the architecture of your website
  • Help users navigate through your site
  • Give pages throughout your site more “SEO power” to help ranking and authority

Internal linking helps Google and other search engines find clear paths to your content. They also encourage users to linger on your website longer and build a tight network of posts and pages.

How Are Internal and Inbound Linking Different?

Inbound links, also commonly called backlinks, connect one external website to another. Your online reputation rises whenever an external site makes a legitimate link back to your webpage. It is a digital representation of a recommendation. Someone is confirming that your website is a valuable resource on a specific subject.

Inbound links are also an important factor in Google’s assessment of how well you conform to E-A-T standards.

  • E — Expert
  • A — Authoritative
  • T — Trustworthy

That is how Google decides how well sites rate when it comes to answering user queries. The higher your E-A-T factor, the better your overall rankings in Search Engine Results Pages (SERPs).

OK, now that you understand inbound links let’s switch the focus back to internal links…

How Do Internal Links Affect SEO?

Internal links also play a significant role in E-A-T. You strengthen the optimization of your site and make it easier for Google to assess how well you rate in responding to search requests. This helps Google more easily index your pages and, hopefully, result in better search rankings for your website.

If your analysis of your inbound links shows most of them coming to your homepage, that is a sign that your pages are not fully optimized. You want to see users coming to your internal pages and then making their way to your homepage. External links should target various pages around your site.

Strong internal linking creates better indexation and clear paths to relevant content around your site. It helps contribute to a pyramid-style structure of your website, meaning there are very few links (or pages) between your homepage and other site pages, helping them achieve stronger ranking power.

Tips on Improving Your Internal Linking

You should keep the following in mind when adding internal links to content throughout your website. Please note that you should no longer need to stuff internal links with keywords, a popular SEO method from prior years.

  1. Use Anchor Text instead of navigational text or images to increase the value of your internal links in search engines.
  2. Make Sure You Have a Lot of Content Pages around your site. The better your information, the longer users will linger.
  3. Link as Deeply as Possible and stay away from links to pages already included in your main navigation like your Home page. Make those links as natural as possible for a better content marketing strategy.
  4. Make Your Links Relevant to the information users need. Don’t send users to a page about red sneakers when they are interested in details on orthopedic inserts.
  5. Avoid Overkill. While internal linking can be a powerful SEO tool, adding too many can end up being less useful for the user. That means no blocks of link footers at the bottom of your page.

Summary

Keep the following in mind when it comes to internal linking.

  1. Make sure your internal links provide a clear path to relevant information for a user.
  2. Understand the difference between internal and inbound links. Both can be leveraged in improving your site SEO.
  3. Follow best practices when creating internal links. Avoid misleading links, keyword stuffing, and overloading of internal links within your content.

Want more tips to improve your search engine optimization? Click here to grab a copy of the “Ultimate SEO Checklist.”

How Your Site Speed Could Be Slowing Your Business Growth

Site speed not only hurts conversions, but it can also hold back your search engine optimization efforts. Learn how to identify and fix site speed issues that may be slowing your business growth.

Imagine that you are casually browsing through a clothing store and something catches your eye. You are interested in buying the item, but all the lines are backed up in the store. Not wanting to wait around, you put the item back on the shelf and move on to a different store.

That same scenario can happen on your website if your site speed is too slow. And the end result is the same — lost sales.

The Impacts of a Slow Site

Your website should be capable of allowing visitors to quickly answer questions that inform their decisions on making a purchase or using your business’s services. They do not want to wait around forever to read a product description or to go through checkout with items in their online cart. Every second your visitors waits around is a potentially lost conversion.

Fifty-three percent of mobile users abandon a site that takes longer than three seconds to load. Here are other ways a slow website can impact your business prospects.

  1. Lower Search Engine Rankings — Google began using site speed as one of its criteria for organic search rankings back in 2010. It updated the algorithm in July 2018, making speed an even more critical factor. That means your best SEO efforts could go to waste if the pace of your site causes high bounce rates.
  2. Poor User Experience — Slow load times discourage users from revisiting your site. Seventy-nine percent of web shoppers won’t return to a slow-moving website. (Opens as a PDF)
  3. Bad Word of Mouth  — The impacts of slow load times extend beyond a single visit. Forty percent of visitors let others know about the bad experience they had, which keeps other potential customers from paying a visit. (This PDF shows that percentage is higher)

You can see a lot of money spent on advertising and other digital marketing go down the drain, thanks to slow website speeds.

Testing Your Site Speed

Speed tests on your website will tell you how fast your website moves for visitors and how search engine algorithms would rank you.

Speed Tool Options

  • PageSpeed Insights — PageSpeed Insights from Google measures your site speed and gives you details on improving your load time. The tool can also be accessed from Google Analytics under Site Speed in the Behavior section.
  • GTmetrix —  GTmetrix provides you with feedback on your site loading times and makes recommendations on improvements and optimizations. It also offers a guide full of suggestions on optimizing your WordPress pages.
  • WebPage Test — Use WebPage Test to find out what’s happening behind the scenes of your site. One great feature offered is the ability to test loading from different devices and server locations.
  • TestMySite — This Think With Google tool informs you of areas around your website where you have an opportunity to improve your page load time on mobile devices.

Many of these tools do not require administrative access to a website, meaning they can be run on both your own and competitor sites. You can gain insight into rankings for both yourself and rivals in search engines.

Improving Your Site Speed

Once you have a good idea on where your site ranks speed-wise, you can opt for a variety of tools to improve your page loading. One thing you can start doing is tracking any alerts Google puts out around changes to its speed algorithm, which usually happens six months before they go into effect. Use that time to make some of the following updates to improve your site-load time.

  1. Utilize Website Cache — If you’re not already using cache, then this is a quick way to improve your site speed. Think of cache as a copy of your webpages that can be served much faster to visitors.
  2. Use AMPs (Accelerated Mobile Pages) — AMPs point your standard HTML web page to a stripped-down version for mobile devices. They load much more quickly, cutting load times by as much as 85 percent.
  3. Watch Your Image Size — As much as you might love the header image on your site, the size of it might be impacting your page speed. It is recommended that you keep web pages under 500 KB in size.
  4. Think About User Intent — Because so many users issue voice commands, it is essential that your site accounts for conversational queries vs. static keyword phrases, which can make searches faster for visitors. Localizing your content can also speed up searches issued by users in your area.
  5. Review Your Site Construct — Take the time to have your page documentation reviewed. Unwieldy JavaScript and CSS can add to your page load times.

Summing It Up

Slow site speed can stunt the impact of any digital marketing plan. Use the recommended tools above to measure your site speed and get insight on how to improve your site speed on web and mobile. Lastly, review your site content for ways to reduce your page size and improve page loading.

Investing the time to improve your site speed will improve the user experience and ultimately boost your conversion rates.

Do you want more tips to improve your SEO? You can  grab a copy of the “Ultimate SEO Checklist.”