Posted on November 26, 2013 in Uncategorized by cmblogger
Up until the not so distant past, any real search engine strategy was all about keywords. As
in, what are yours and how often are they appearing on your landing pages? Sprinkled like so
much pumpkin spice in everyone’s holiday snacks and beverages, a hefty dose was seen as
the quick fix by which we’d all rank well in the SERPs.
Those days are gone. Like the ubiquitous pumpkin spice, too much of a good thing only goes
so far, and in fact, is kind of gross when overused. While keywords will always be important,
the larger issue is content authority and relevance. Do you have meaningful copy that
addresses the needs and interests of your site visitors?
To rank well, your website should be written for the people searching for the topics in which
you specialize. Rather than just creating stilted prose designed for Google Search bots, make
your landing pages the best information out there to answer a particular query. At the risk of
sounding too hipsterish, be a thought leader in your field, not just a follower.
For today’s search, quality matters over quantity. Create real value for your potential
customers with a website that says something and adds to your field. Blog or post regular
updates that your users can read and share with others. For 2014, that’s good SEO, and the
holiday treat to last throughout the year.
Posted on November 12, 2013 in Uncategorized by cmblogger
When people talk about the importance of SEO, its biggest advantage often goes without
saying: trust. According to a recent international marketing study, 91% of consumers prefer
the results of a natural search [i.e. organic] to paid ads or other forms of digital advertising.
Obviously, to continue with an effective SEO strategy makes sense. But things have changed
significantly for the search engine’s algorithm over recent years, and with this shift come new
ways of doing things in order to rank.
For example, consider keywords. It used to be that any copy that featured as many keywords
as your writer could cram into a sentence usually passed as adequate. But don’t fool yourself.
This is no longer the case. Today, focus on content that instead addresses the needs of the
customer in a meaningful way. That’s what will score with the search engines, rather than
artificial prose aimed only at the search bots. Every landing page must have useful information
that not only sounds good but resonates with your customers as well. The more your readers
share, comment and repost, the better for your website and your brand in this brave new
world of SEO.
Will things change again? Inevitably so. But some things remain the same. In 2014, whatever
your industry, your consumers will trust the SERPs over anything else to find your products and
Posted on October 21, 2013 in SEO by cmblogger
We’ve talked about the importance of good keywords for strong organic rankings and brand messaging, and yet, they’re not the end of the story when it comes to today’s SEO. With Google’s increasing sophistication, in fact, search queries will no longer be limited to the often awkward, always highly structured keyword phrases of the past. With the emergence of author rank and topical authority as important factors for the SERPs, any digital marketing campaign should focus on developing quality content, along with the right keywords, as the best way to achieve success.
Make your brand and your website the best place for information on a particular product, subject or service area. In doing so, think about what your target audience might be interested in-and go after those topics. Do you provide document shredding services? Consider a blog that addresses privacy concerns for 2014 as well as best practices to maintain a data-secure workplace. Sell bifocals? Focus your website content, social media campaigns and search campaigns on eye health, eyesight information and related safety issues.
Remember though, the answers aren’t in bombarding the customer (or Google) with endless pages of long winded, useless information that is difficult to even navigate. Make your website attractive, visually appealing and a fun place to be-and you’ll reap the benefits not just with the search engines but your customers as well. Going into 2014, “holistic” is a new catchphrase for SEO. Create something of value for your customers, and good rankings are sure to follow.
Posted on July 16, 2013 in SEO by cmblogger
If you’re old enough to remember those ads for Reese’s Peanut Butter cups, you’re probably also old enough to recall many other classic ads of the 1970s, where a simple catch phrase along with a memorable visual established a brand forever. Today, great branding is equally important, but perhaps more complicated, as your messaging must be communicated across multiple information streams to your consumer.
What’s your unique selling proposition? What are your company’s core values? Who is your target audience? At what price point are you offering your products? Once you define your company as a specific brand, you can then think about how your particular consumer might search for your products and services on the web.
For example, let’s say your landscaping company is branded as a high end, luxury yard care service. You may find, after doing a little research, that your typical customer isn’t going to be looking for “lawn mowing service” or “guys to cut the grass” but instead might search for “yard maintenance” or “professional gardeners.” Your keywords should thus go beyond the generic terms that might seem appropriate at first-and instead target exactly the right demographic for your business.
Your SEO program could be one element of a strong branding strategy that you may have overlooked. While good keywords for any business are ones with high traffic and relatively low competition, your branding should also inform your choices for the very best results.
Posted on May 16, 2013 in Coupons, PPC by cmblogger
With 700 million monthly users, Google’s network for display advertising reaches more than 80% of the online audience. This enormous scope allows Google to offer multiple types of ads, from text only to video, but most inexperienced marketers gravitate towards the default display option, incorporating keywords from an organic search campaign and hoping for the best. Most of your competitors will be adopting this approach, going on to achieve only fair to middling results.
Start with the right display keywords. Remember, Google ignores match types for paid advertising. They also use negative keywords to facilitate correct ad placement. According to most analysts, the best course is to choose only a few broader terms for search (2-3 words each rather than longer combinations) and only a few negative keywords (rather than thousands) for your campaign.
Keyword segmentation also makes a difference. Choose what each ad and landing page will be for every ad group. Keywords must match both the ad and and the landing page. Include effective placement targeting, and flexible reach, and you have a campaign that can really make a difference.
Think outside the box. Take advantage of the different formats available. Understand where each dollar you spend is going. Use just the right image (or video), target exactly the audience you need-and watch your sales grow, both for online and your brick and mortar location. With a great display campaign, you’ll soon wave goodbye to your competitors, and hello to success.
If you want more help with your PPC Campaign, Captain Marketing offers a variety of services designed to optimize your ads.
We’re offering free social media badges on your website for all customers new and continuing. By making it easy for your customers to connect with your Facebook, Twitter and Google Plus accounts from your homepage, you’ll let Google be able to count these social media pages as the important “fresh content” necessary for SEO optimization of your website.
Remember, social signals count when it comes to Google’s new algorithm. Become a marketing superhero with social SEO and great organic rankings by letting customers connect through FREE social media badges. Tights and cape not included in this offer.
Use this coupon to get started with Captain Marketing and get connected today!
Posted on November 6, 2012 in PPC by cmblogger
Spyfu can also help you assess your PPC monthly and daily budgets, keyword choices, organic rankings etc
Here’s a dry phrase that nevertheless should warm the hearts of any business with a PPC marketing campaign: “Competitor Budget Depletion.” This professional sounding verbiage is really just code for: your business rivals’ PPC program just ran outta dough. Why it’s important? This competition-or lack of it- will affect your AVG positions on a daily and monthly basis. Using an online intelligence gathering application like Spyfu can also help you assess their PPC monthly and daily budgets, keyword choices, organic rankings, and landing pages-and no trench coat or dark glasses required! Information like this can be extremely useful when it comes to not only setting your own PPC budget, but in uncovering helpful keywords you might have overlooked.
Posted on October 30, 2012 in PPC by cmblogger
Competent management of your PPC program is a multi-faceted process, but generating a great keyword list is the first step towards getting the traffic and subsequent conversions your company deserves. For example, does your keyword list focus on all the main categories of your business? Using terms customers might utilize while searching is a no brainer, but you should be able to organize the keywords into groups of general and specific terms that can also be arranged by theme. In general, 5-20 keywords should be included in each ad group to maximize returns, though you’re allowed up to 5000 terms as per Google rules.
Posted on October 10, 2012 in Search Engine Optimization, SEO by cmblogger
Many small businesses embarking on a new SEO campaign are intrigued by the idea of including competitors in their keyword lists to be optimized. Indeed, the thought of appearing in any organic search ahead of or near one’s competitor is a tantalizing one. However, with Google’s new updates, relevant content that uses your keywords has never been more important. Unless you have a lengthy, side by side, mentioned-by-name comparison with another product or company on your website, you probably don’t have enough keyword content that features your competitor to allow the term to work for you.
Posted on October 8, 2012 in Search Engine Optimization, SEO by cmblogger
BIA/Kelsey Consulting recently reported that over 97% of consumers use a computer search to find local goods and services. Given that kind of statistic, what kind of local SEO campaign is your company managing? Make sure you include nearby locations in the keywords you’re optimizing, and include content on your website that reference your physical address. To that end, make sure you also have your address listed on your homepage for local customers to take advantage of your goods and services.
Tag Archives: keywords