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Boost Local SEO Efforts to Improve Reputation, Rankings and Revenue

If you want to market a local business online, begin with search. Investing in, and optimizing for local SEO is a great way to place your business in front of a local target audience, while selling your product to people who will provide the most growth for your company.  But, unlike optimizing for organic search, SEO optimization for local business includes a slightly different set of components. 

So let’s take a look at the main components of local SEO that influence your 3 Rs – reputation, rankings and revenue.

1. Set up a Google Place and Google+ Local Page

Begin your local SEO optimization with opening a Google Business account. This will allow you to set up a free listing on Google Places, appearing on the right hand side of the SERPs anytime someone does a relevant search. By listing on Google Places, you are giving your website the most important backlink you can get – from Google. You can emphasize the impact by creating a Google+ business page and entering your business details there too.

Make sure your business qualifies as local by checking the Google Compliance Guidelines and stick to them to ensure you are not spamming Google.

2. Optimize your Website for Local Rankings

First, have a technically clean website that offers great user experience and regularly audit your site to resolve problems and avoid penalties.

Next, include your location info, along with your brand’s name and keywords in the pages’ title, tags and meta descriptions. Also try to insert your location as a keyword, or a long-tail key phrase in your content. But make these location-insertions sound as natural as possible, especially in places read by people. Avoid keyword stuffing and include your business address and contact phone number in the footer of the site.

Optimize your website in such a way that you are the best in the business’ geo-industry, but don’t forget that you need to optimize for organic search, local search, and conversions. 

3. Make use of Citations Identical with NAP listings

Your presence on other high-quality listing sites such as Yell and Trip Advisor is very important. They provide authority links to your site, encouraging users to visit your site and trust your business.

Next, make sure your NAP (Name, Address, Phone number) listing are correct and identical with your citations since they are a key ranking factor, and can improve your ranking especially if they present quality and relevant listing sites. Decide which location information you want included, and use that address on yours, and when you list on third-party sites.

So make sure your citations are correct and up-to-date. Monitor and audit them regularly, fix any inconsistencies, remove duplicates, and don’t forget to look for new geo- and industry-specific citation opportunities.

4. Use the Power of Positive Customer Reviews

We all know the power of reviews, and how strongly they can influence our decisions. Google and other search engines are no different. If your business has numerous five-star reviews, you will have a higher rank with proof of excellent service.

In order to get positive reviews from customers more frequently, start by providing better in-store service and encourage customers to leave reviews on Google and other relevant sites. Monitor your reviews, good and bad ones alike, and respond to them – thank them for their honest comments. Take people’s remarks seriously and try to improve your service. Customers always appreciate the extra effort you are willing to put in for them. Use this to your advantage and earn your positive reviews.

5. Get Valuable Local Links

Just like optimizing for organic search, optimizing for local SEO also requires relevant links, especially from other relevant and authoritative local business websites.  To optimize your links, find broken links and resolve them or disavow them.

Make sure to create new linking opportunities by providing great content, and always be on the lookout for new linking opportunities in editorial contributions, local sponsorships, relevant blogs and online local magazines, etc.

6. Create a Strong Social Presence

Being present on social media is a must nowadays. It’s not up for discussion anymore whether you should create social media presence, but where to create it. Start by identifying which social networks are most relevant to your geo-location and industry. Based on each platform, and your goals, come up with a participation strategy, and try to engage your audience. Talk to your audience, share information and experiences with them, and don’t sell your products and/or services aggressively.

Also, remember to use social media to monitor the social conversations about your brand, and to listen to your customers. Try to be fast in answering customers’ questions, and resolving any problems of conflicts. Social signals do matter!     

7. Watch Your Offline Behavior

As a local business, you must beware of your offline behavior too. Anything that happens offline, can be published online, whether it’s a company activity or in-store experience. Your offline and online experience should be consistent because the consumers that found you online and visited your store expect to see the same branding, messaging, signage, promotional materials, in-store experience, apps, etc. Be consistent in your efforts.

Also, use the power of real-world opportunities for establishing a strong brand presence in the community using traditional marketing methods such as TV, radio, print media, and organization, participation and/or sponsorship of local events and happenings.


Now that we explained how to optimize each part of local SEO, let’s look at how these factors influence your 3 Rs.

Reputation: When you are present on Google Places as a local business, your NAP listings and citations are identical, and you have numerous positive reviews, you prove not to be spammy to search engines and you are relevant to customers. Additionally, when you have a great website that is supported with high-quality links, excellent user experience, and positive social signals, your reputation in the search results is greatly protected.

Rankings: All of the above mentioned factors influence how Google perceives your website. Google evaluates and trusts the validity of your business based on your reputation, your website’s performance, content quality, penalties, and more. And when your on-page efforts are supported with good reviews, listings, citations, and strong social media presence, Google will rank your site higher in the SERPs.

Revenue: By optimizing all these areas, you save yourself from losing customers due to lack of or incorrect information, lack of customer support, bad comments, or plunges in visibility. If you prove to be a highly reputable site that ranks high in the local searches, you will get more online traffic, more store visits, and ultimately, and will enjoy increased profits.

By providing good customer experience, online and offline, instigating positive reviews, getting quality listings and citations, generating great and relevant content, being present on social media, and getting recognized as a high-quality brand, you set yourself for success in the online and offline world.

Never underestimate the power of any component of local SEO, and optimize each and every one of them at the same time, and be consistent in your work. Keep monitoring, tracking and improving your actions and adjusting your strategy. And if you can’t do it alone, we can assist your local business and help you grow and become the best in your area. Give us a call!  

 

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The Most Recent Pay Per Click Trends And Why You Should Follow Them

As marketers engage in Pay Per Click (PPC) marketing, it’s vital that we keep our finger on the proverbial pulse of the latest PPC trends.  While no one can predict the future, we can make some extrapolations based on trends we’re seeing in the present, and base some predictions on new features that have rose to prominence in the last few years.  With more and more businesses utilizing PPC marketing as a means of generating more sales, PPC has become one of the most powerful sources of new technology in all of internet marketing.  Let’s take a look at some of the most recent trends that we believe you should be following.

Audience Targeting

In the past several years, we have seen a new rise of audience targeting technologies, and this is something more and more marketers have been taking advantage of.  Expect to see more personalized ads utilizing audience targeting options – and we expect to see audience targeting integrated directly into Adwords.  Ads in 2017 look to be increasingly targeted by device, age, and behavior, with an emphasis on interest-based targeting.

Overall, the purpose of using audience targeting is to help build stronger relationships before a customer converts.  The transformation of prospect to conversion will be reflected in the way this target advertising sequentially engages them: finding consumers in the top of the funnel, and gradually leading them down to the purchase.  Audience targeting helps marketers develop a strategy that moves beyond last-click attribution, and transcends all levels of the “funnel.”

For these reasons, we think it’s important for marketers to focus on audience targeted just as heavily as we focus on keyword targeting.  All three of these targeting metrics: keyword, location, and audience, will play crucial roles in developing a strong PPC strategy in 2017 and beyond.  If you’re not using audience targeting already, it’s time to start.

Voice Search

The rise of voice search is something that few of us could have predicted in past years, but today there is no question: voice search is a rising trend among consumers and with mobile assistants getting more accurate, with devices like Amazon Echo and Google Home, it’s only going to get larger.  For these reasons, 2017 could be the year we see a shift toward voice search in a big way.  For this reason, we may begin to see analytics on whether users interact via voice or text search in PPC marketing in the near future.  This information will assist marketers in tailoring messaging not only to audiences and to keywords, but also to the search method.  So – how can we make sure we’re ready when voice search takes the spotlight?  Make sure your site’s information is voice search friendly, and keep an eye out for voice advertising news, to make sure you’re ready to be on top of this trend as soon as you can.

Think About Bing

When Bing launched, many of us took a bit of an aloof, even askance view of it. Today, while it certainly isn’t matching market share with Google by any stretch, it is continuing to grow in the marketing realm, and every year sees an increase in Bing ad use, particularly as the platform expands with more extensions – and audience targeting capabilities.  As we’ve mentioned, audience targeting is a trend you should be on top of in your PPC efforts, and that means it’s not the time to forget that Bing ads exist.  The Bing audience is unique, and their lower CPC on keywords makes them an attractive platform for PPC marketing.  Take advantage of these lower costs before Bing grows even more, and you could reap the benefits before your competitors.  We recommend simply copying your AdWords campaign to Bing, and beginning with a small budget – and of course, don’t forget audience targeting.

Respect the Kings

Of course, while we’re paying attention to new approaches like Bing, and voice searches via Amazon Echo, don’t forget that the kings are very much secure in their thrones at least for the time being.  In terms of search, Google won’t be usurped anytime soon, and in the social media world Facebook continues to reign supreme.  Google’s audience continues to grow and their PPC technologies get more and more robust.  Meanwhile, Facebook continues to diversify its own revenues by expanding their ad options. For the PPC marketer, growth in Google and Facebook means higher returns from integrated campaigns using both of these services.

So, what about other social media platforms?  We don’t mean to downplay the ad potential of Twitter and LinkedIn – to the contrary, they are growing as well.  Additionally, since visual content and video is a very effective tool for engaging an audience, don’t neglect the urge to expand into visual platforms like Instagram, Pinterest, Snapchat, and YouTube in your PPC strategy.

Optimize and Automate

Finally, we’re seeing a lot of new automation tools in the PPC world, and those should be used to their fullest extent, allowing you to focus on top level strategy for your PPC efforts.  Automation helps to boost ROI, and allows marketers to use their time more wisely.  Using scripts, rules, and the AI already built into computers, in addition to new tools like prediction engines and intelligent bidding to limit overspending, enables us to exercise more control than ever over a wide array of metrics.  Don’t fight automation – use it, and use your time to focus on higher level tasks!

Are you a PPC marketer with insights as to recent trends? If so, would love to hear your ideas in the comments. If you’re looking for help getting you PPC campaigns set up, reach out and our team would be glad to help! As always, remember to follow Visible Factors on Twitter.

 

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Facebook Ads: Advanced Targeting

Facebook Ads have elevated social media marketing to a new level, integrating advertisements into our Facebook feeds. For regular users, ads may be just another set of boxes appearing on the right side of the News Feed, but for marketers, they are an opportunity to promote their product or service to the desired audience.  Luckily, cool targeting options like location, demographics, interest and behavior let you specify and choose who should see your ads.

Beside the generic options, Facebook lets you dig a bit deeper and connect with people who have a specific relationship with your brand, or find new potential leads based on their traits and those of your current (or ideal) customers. With most of the world on Facebook, you can now reach customers significantly more efficiently.

The hidden Facebook Ads gem you are looking for lives under the “Audience” tab in Ads Manager. We highly recommend you open it. There, you will find the Advanced Facebook Ad targeting which encompasses three possibilities:

Facebook Ad Custom Audience Customer File

 

The Custom Audience – Customer File option reaches your existing customers on Facebook.

  1. Email: To use this option, you need a list of your customers’ email addresses. You can upload a CSV or TXT file, copy-paste the data, or import email addresses directly from MailChimp. Facebook will then cross check those email addresses with that of its users and create a highly specific ad audience.
  2. App activity: To reach people who use your app and who take specific in-app actions, you need to integrate Facebook’s SDK for iOS, Android or Canvas. That way, every time somebody takes a specified action in your app, they will be added to the Custom Audience list. 
  3. Engagement on Facebook: This is the newest Custom Audience option, allowing you to target people who are already engaged with you on Facebook. You can segment people who viewed your Video, opened or completed a form in your previous or existing ads on Facebook, opened your Canvas on Facebook, or interacted with your page.

Custom audience targeting is a great way to strengthen the connection with existing customers. You can use it to send special offers to users who are deeper into the buying cycle, or those who already made a purchase, and now you want to turn them into returning or loyal customers.  

Facebook Ad Lookalike Audience

 

The Lookalike Audience option helps you create a new target audience based on traits and characteristics of your current customers.

To create a lookalike audience, you need to select a source: a custom audience list, Facebook pixel or page fans.

Next, you need to choose the target country and the size of your audience. Note that the size of the audience is based on the total audience in the chosen country. Smaller audience size is more likely to match your source audience, but larger audiences increase the potential reach. Make sure your source list consists of at least 100 people. The more people in your source group, the more accurately Facebook can find people who are similar to them.

There is one more advanced option – creating up to six different lookalike audiences. That way, if you measure conversion value for people in different audiences, you can separate them by different ranges of similarity to the source group, and bid differently for audiences you value differently.  

Lookalike audiences is a great option if you wish to grow the number of new leads, increase brand awareness and exposure, or even tackle new markets.

Facebook Ad Custom Audience From Your Website

 

Creating a custom audience from your website is an excellent way to remarket on Facebook to people who visited your website or linked web pages, who haven’t necessarily completed an action or left their contact information.

To take advantage of this option, you need to create a Facebook pixel to build a custom audience. This way you can focus ad campaigns only on people who are your website visitors.   

 

By creating a custom audience based on website visitors you will be able to:

 

  1. Get people back to your website and complete the purchase
  2. Utilize the custom audience to find new people, similar to your website visitors
  3. Gain additional value from new customer acquisition campaigns by excluding existing customers
  4. Measure and optimize ads for website conversion

 

You will effectively address specific potential customer’s pain points and get them to return to your website again and again, while gaining new customers.

 

Social media marketing is an important part of digital marketing strategy, with 2 million Facebook advertisers as proof that Facebook Ads connect with new and existing customers.  However, it is likely that many are not taking advantage of the advanced targeting options and strategies. Without carefully planning your targeting strategy, you may end up throwing your money away.

Luckily, we are versed in developing and employing a powerful strategy that will grow your business. If you want to grow the number of website visits, raise brand awareness, promote your product or service to new customers and bring the existing ones back to your site to complete a purchase or make a new one, drop us a line and we can help get the most out of Facebook Advertising.

 

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Get in touch and find out how our team can help you drive results!

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5 Tips To Boost Programmatic Display Advertising Performance

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Obviously, at first, the goal is to generate customers into the top of the funnel, this means you need to generate visibility and awareness. Once you have gotten them to the site, you need to make it really simple to find the products they are interested in, which can be through category pages or a specific product you offer. As customers make their way through the site, it’s always a great idea to find ways to capture email addresses. Once you get people into the checkout process, it’s important to make the purchase process clear and concise, without forgetting to get key information, and convert these people into paying customers.

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However, for that to happen, you must optimize your Facebook Ads for B2B lead gen. You can use following techniques to achieve this goal. Here’s how to go about it.

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7 Organic Ways to Boost Your CTR

Click-Through Rate (CTR) is one of the most important metrics when it comes to online marketing and advertising. It can be pretty difficult to increase CTR, depending on the method you use. And, increasing conversion rates can dramatically increase the revenue your business drives. These methods also differ based on the marketing channel, whether its paid or organic, or how much brand awareness you have out there. As you start to figure out what message works best for your target audience, you start to understand what makes them click, literally. Here are a few organic ways you can try:

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Most companies we talk to don’t have a ton of experience with conversion rate optimization and how to effect it in a positive way. Especially as a retail brand taking their products online, it can be overwhelming to understand things like traffic sources, conversion rate, exit pages, etc. And, even as we talk to startups, there are many situations where we find companies are frantically searching for a secret silver bullet to solve for increasing revenue or signups.

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