The Power Of Keyword Search Data Reports In AdWords

If you’re a digital marketer, you have probably managed Google AdWords Campaigns a few times or use it on a regular basis. The primary reason we love using Adwords is because of the precision to get down and target searcher intent, to get in front of the right people, not just the most people. If you’ve used AdWords, you know it offers a variety of metrics and reports allowing you to track and analyze your ads and keyword performance in order to optimize your efforts. All you need to do is use the reports wisely to make the most of your campaigns.

Track Keywords to Determine Your Success

One of the most important things you need to monitor in AdWords are keywords. By analyzing your keyword performance, you will be able to review which ones are helping you meet your advertising goals for the ads that show up in Google Search Network, and which ones do not.

In order to track and review your keywords performance, you can either:

–    open the Campaigns section from the top menu, then choose the Keywords tab; or
–    open the Reports section from the top menu, and then from the Pre-defined reports drop-down menu choose Basic, then select Keywords or Search Terms, depending on what you with to analyze.

Both ways offer the same options, including analytics for Keywords, Negative Keywords or Search terms. It’s up to you to decide what data you wish to get, and specify: segments such as date, click type, or device; columns for adding specific types of data you wish to include in the table, and filters for the statistics you’d like to see.

All the data you get in the Keywords and Search Terms reports are very useful and allows you to thoroughly analyze and assess your keywords performance and make informed decisions about your ads. At .

Track Search Terms Match Type Performance

The segments can show you the performance of search terms match type – whether a broad match, phrase match or exact match search terms triggered your keyword and your ad to show. That way you can compare data about clicks, impressions, CTRs or conversion rates for the specific search terms that have been used and triggered your ad. These statistics will help you find the keywords which have the best performance for a particular search term match type.

Track your Quality Score

The columns allow you to add or remove specific types of data you wish to include and analyze. And one very important thing that we strongly advise you to track is Quality Score in Adwords. It is a measurement of the relevancy of your ads, keywords and landing page to your customer. By enabling the Quality Score attribute, you will be able to see the attributed value for each keyword in your campaign, with 1 being the lowest and 10 the highest score.

google adwords quality score example

View Bid Simulations and Estimates

Another important column that you should enable is the adwords bid simulator. It estimates how the keyword bid changes impact your potential weekly Search Network clicks and costs. One more column that is not included in the default view of the report are the First page bid estimates, Top page bid estimates and First position bid estimates. These attributes will show you the approximate CPC bids you need to make to reach the first page, the top of the page or the first as position in Google SERPs when the search term is an exact match for your keyword. These estimates will be calculated based on your Quality score and the existing advertiser competition for the keyword in question. If the calculated estimates are very high, then probably you have a poor keyword Quality Score.

 

Adwords Bid Simulator

Sort Keyword Data

By using filters, you can find specific types of data that let you evaluate the performance of the keywords you use. You can use these data to learn which keywords are eligible to trigger ads, and which ones have good ROI.

Diagnose Individual or Multiple Keywords at Once

Another great option that AdWords offers is diagnosing the success of a single keyword or multiple keywords at once. By diagnosing one keyword you can learn whether your keyword is showing ads, and what’s it’s Quality Score. If it is showing ads, then it’s a keeper, but it if isn’t, Google will explain why and give you suggestion on how to solve the problem. Furthermore, you can break down the Quality Score and get statistics about your keyword relevance, landing page experience, and landing page loading time.

On the other hand, if you wish to diagnose multiple keywords, you will need to answer specific questions about your ad’s visibility. It’s up to you to choose the attributes you wish to text. After you run the test, you will receive results about the status of your keywords. But note that those results are only applicable in the time of testing and if you don’t act quickly, they can very soon become outdated.

Track, Analyze, Learn, and Optimize

As I mentioned, AdWords wants you to show your ad to fewer people and actually they reward you for it by using one feature designed specifically for that purpose, Quality Score. One key component of the Quality Score is CTR (Click-Through-Rate) – the percentage of people that click on your ad when they see it.  Increasing your CTR and boosting your Quality Score leads to lowering the CPC. And in order to achieve this, you need to carefully track and analyze your ads’ performance, especially your keywords.

Make the most of your Keywords report and learn how the keywords you use perform, which bids you need to change, and which keywords you need to remove. Additionally, using the Search Terms report, find out which search queries triggered your ad to be shown and clicked. Don’t be surprised if depending on your keywords matching options, the list of search terms differs from your keywords list. Those results can help you identify successful keywords and phrases that you can(should) add to your keywords list. And if your ad showed for what you consider to be irrelevant search terms, you can always use those phrases as negative keywords.

Either way, it’s a win-win situation. All you need to do is explore the available options, and learn from every bit of data and statistic you get. And if anything is unclear, and you are not sure which metrics or attributes to use and track, or what to do next once you received the stats, our expert PPC team can “translate” the data to you, and help you reach your goals.

Stop Using These Five Outdated SEO Strategies

Web technologies change fast and with them, website optimization is constantly evolving, leaving many people confused about which SEO strategies are still relevant, and which have become obsolete.

In 2017, good user experience makes the best SEO strategy. Optimizing content for users is the best way to rank higher since RankBrain rewards content, garnering clicks and engaging users. Google webmaster guidelines always urge brands to create content for humans and the newest algorithm updates recognize user intent. But in spite of producing content for users, there are other things you need to look out for, like staying up to date with the SEO tactics and strategies and selecting which you should continue to use.

Truth is, many tactics and strategies that used to work are no longer relevant, and may actually hurt your website. If you still use any of those strategies, your site might be penalized or even lose your presence in the SERPs. In order to help you stay up to date, and to prevent you from going down a rabbit hole, we outlined five outdated SEO strategies that you should stop using right now.

 

1. Don’t Create and Optimize the Content for Search Engines

In the beginning of SEO, content would fall into one of two categories: content for people, and content for the spiders which crawl the web and are responsible for page ranking. The first type often meant creating clunky, keyword-heavy content, which would be awkward for users.

Now, years later, even though keywords remain important, this practice is not only outdated but can get you penalized. Keyword stuffing is considered a black hat technique and you should avoid it completely. Focusing on optimizing your content for search engines is a waste of time, and resources.

Instead, write your content in a natural and friendly tone, make it readable and understandable for your audience, and use your keywords moderately. Only by making your content high-quality and valuable, you can convince RankBrain that your content is relevant and useful for the users.

 

2. Don’t Neglect Optimizing Your Website for Mobile

After Google officially announced in January 2017 that: “…pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as high.”; you’d think that it’s natural for businesses to optimize for mobile, but many still neglect this crucial aspect of SEO.

Many web designers noticed and accepted the mobile-first trend that started a few years back. And companies are beginning to get more and more aware that they are missing out on a lot of mobile traffic even when the majority of their visits come from a desktop computer.

So, if you want to improve your ranking, first, start by switching to a mobile responsive WordPress. Make sure your text has readable zoom, and avoid using Flash or other software that is uncommon and won’t run on mobile devices.  Try to place your links far enough apart so the users won’t click multiple at once. Also, AMPs are becoming increasingly important, so consider using them. Lastly, don’t forget to check out Google’s webmaster’s guide on mobile friendly sites for in-depth information on how to keep your website mobile-friendly.

 

3. Stop Trying to Rank Multiple Keywords on a Single Page 

As we mentioned before, keywords are important, but are beneficial only if you use them moderately. There are two extremes that are still out there though.  One, trying to rank multiple keywords on a single page, or two, creating individual pages for each keyword you wish to rank for. In both cases, the results are penalized.

Whether there is a redundancy of keywords and long-tail keyword variations on a single page, or too many similar pages covering different variation of a keyword, it creates a usability nightmare.

Instead of doing this, try using a SEO plugin that can help you with the quality of the content, helping you analyze the keyword density. Focus on the clicks and quality, using proper calls to action and good writing. Make sure usability is your first and foremost consideration, and you will not get penalized.

 

4. Don’t Use Old Link Building Strategies

One of the best ways to get high-quality websites to link back to you is to create relevant content. And network with those who write about the same topics in order to get insights and strengthen connections. There’s no shortcut around this.

But many sites still use some of the old strategies for getting backlinks, like link exchanges, buying links, comments and forum links, article spinning, etc. And sadly, these can get you penalized.

As we said before, don’t go looking for a shortcut to link building. And stop obsessing over quantity. Develop relationships with high-quality websites in your industry, focus on creating valuable, original content and they will naturally link back to you. Engage in guest posting, it’s still valuable, especially when you’re present on sites with high Domain Authority.

 

 5. Stop Using Irrelevant or Over-Optimized Anchor Text

Optimizing your anchor text is, again, related to the content quality. And it plays an important role in creating a great user experience. Using the exact keyword into anchor texts for external and internal links used to be a thing for getting a higher ranking, but it got over-used, and now this outdated SEO technique can get you penalized because Google considers those “unnatural links. And you should stay away from them.

Stick to writing for people, and inserting the links in the text naturally. Don’t add words or phrases just to link them, but find a way to turn a part of a sentence that has a natural flow and talks about the subject from your link into anchor text. Other good practices are using the exact brand name you are linking to, such as Visible Factors, or the naked URL, like visiblefactors.com. Each link should fit the content and add extra value for the uses.

 

BONUS: Don’t Ignore Social Signals

The times are changing, and SEO is no longer all about links, code and content. But now social networks and social signals play important roles in sear engine rankings since both Google and Bing use that data to determine how to rank websites.

Plus, having more social media followers means that your brand and content get exposed to a larger audience, which means more chances for engagement and content traction, increasing your chances for getting backlinks.

So pick a social network that best suits your business needs, learn how to best use it, and make your presence noted. Generally, start by posting regularly, be consistent in your efforts, engage your audience and be responsive. Then, include ways for visitors to sign up for your social account on your website, and to your email newsletter. And if you still feel like you are stuck and wish to give up, read up on Social Media Examiner’s guide on improving ranking using social media. You might get a few ideas.

 

Search engine optimization is a crucial part of growing your website and getting more organic traffic. But it’s not something you can learn once and practice it in the same way indefinitely. SEO trends change, and if you want to keep your high place in the SERPs you have to keep up with the trends. Out with the old, and in with the new. It’s the only way to stay on top.

This year, the focus is on creating better user experience and value for your prospects and customers. So make sure you provide them with a seamless experience. If you’re still unsure whether your website is stuck with outdated SEO techniques which actually hurt your ranking, here at Visible Factors have an awesome SEO team ready to help you.

How to Optimize Your SEO for the Mobile-First Index

Google’s main goal is to provide the best possible results to a search query. And since most users rely on mobile devices for the majority of their online activities, Google’s focus is on catering to the needs of the ever growing number of mobile users. In the past years, Google has released several updates aimed at making the web better for mobile consumers, but now, it took its game up a notch by rolling out a mobile-first version of its index.

There’s no choice for website owners but to adapt to the mobile-trend in order to maintain traffic and ranking because the new index will split the desktop and mobile results, and if your website is not prepared for the change, you could be in for hard times. Mobile will become the primary index and mobile searches will no longer show results for desktop, and vice versa.

If you have a desktop and not a mobile version of your site, or different mobile and desktop versions, you should be concerned and address these issues as fast as possible, or before the mobile-first index is fully released. The first step is to create a fully-functional mobile website. Next comes SEO in a mobile-first index.

Let’s take a look at what you can do to improve your mobile website’s SEO. But to make things easier, and so you don’t have to do everything on your smartphone, open your website in a desktop browser and view the mobile version. You can do this by right-clicking on the site, and choosing the “inspect” option, then, you can toggle between desktop and mobile in the upper left corner of the menu.

 

1. Perform the Google Mobile Friendliness Test

First of all, you need to check if your website can pass the Google Mobile Friendliness Test. Begin with your key navigation pages, and your highest selling category and product pages, one by one. Take a look at the “No Mobile Configuration” section to see which pages you need to focus on first. If you still don’t have a mobile site, responsive site or AMP pages, start implementing them right away. Or, if you can, go for a responsive website design. But remember, pages without mobile optimization can badly impact your performance in the SERP.  

 

2. Check whether your Mobile Pages are Indexed

You’ll have to do this check on a smartphone. And to make sure Google is indexing your mobile pages, open Google and in the search box type: “site:visiblefactors.com”. If there are no results for your site, Googlebot may be unable to access the mobile pages. If you are using separate mobile and desktop site, and Googlebot is not indexing your mobile pages, we recommend you create and submit a mobile sitemap. Tag the mobile pages with the rel=canonical and rel=alternate tags.  Googlebot might not be indexing mobile pages because of the separate mobile and desktop URLs, but this should do the trick. But, if you don’t have separate URLs, double-check the robot.txt file and make sure you are not blocking Googlebot.

3. Look for Smartphone Errors in Google Search Console

For this step, go to Google Search Console, Crawl Errors, and choose Smartphone. The errors you identify here can help guide your strategy. Analyze each error and deal with it in the right manner. One common mistake that shows up frequently though, is a faulty redirect. Make sure you have matching smartphone and desktop URLs, so users (and Googlebot) get sent to the right page. When you fix the smartphone errors you allow Google to index your content better.  

4. Change Your On-site SEO Optimization for Mobile

Mobile and desktop on-site optimization differ. For example, title tags on mobile are shorted than those on desktop. Keep in mind that you need to create good user experience, and that includes good on-site optimization, from title tags, to headers. The simplest way to address this issue is by using Screaming Frog. Run the check, then go over the “Page Titles” mane at the top. Get all results for “Over 65 Characters”, and download the data. Rewrite the longer meta titles, and repeat the same procedure for meta descriptions as well. Make sure all of them are shorter and mobile friendly. And for the headings, you can opt for slightly reducing the size for a better mobile UX. Also, run a check with Google’s robot.txt testing tool to make sure you are not blocking Googlebot.  

 

5. Improve Page Load Times

Mobile page load speed can be a crucial UX factor, and load times longer than 4 seconds can make visitors leave. To test your page load times, you can use a lot of free tools, like PageSpeed Insights and Pingdom. Just open your website and run the speed test. Depending on the result, there might be several things to consider. But the simplest optimization you can do, without help from a development team, is optimizing image size. Next, if that doesn’t help much, have your dev team reduce code, add browser cache, manage plug-ins. And lastly, see if your web designer can move more content above the fold.

6. Mobile and Desktop Content Should be a Perfect Match

In order to cross-check and compare your mobile and desktop website, you will have to do it manually. Pull up a list of your most visited and highest performing pages from Google Analytics, then open each page, one by one on desktop and your smartphone. Also, check and scan your code for any inconsistencies. If you find pages with more content on desktop than the mobile version or vice versa, go over them with your editorial and development team to redesign them. It’s advisable to have a completed content audit before you do this so you’ll know what content can and can’t be removed, without hurting traffic. To make sure Google sees your web pages the same way you and your users do, use Google Search Console’s Fetch and Render, and choose mobile user agent from the menu. That way you’ll get to see two pages, side-by-side, and you’ll know whether your content looks the same to Googlebot and your users. Remember that Google ranks content only from the mobile site, and uses the canonical links as guides for users searching from desktop or mobile. So be careful when you making the redesign.

7. Make Sure To Add Structured Data to Your Mobile Pages

While many webmasters skip adding structured data to mobile sites, in the mobile-first index, if you want to keep it, you’ll have to add it to the mobile pages manually. If you already have a responsive website, then your schema should do it. But if you have separate mobile and desktop sites with different URLs, you will have to make sure you followed all the necessary steps for mobile, as you would for your desktop site. Double-check with the Google Structured Testing Tool if your schema markup has been added correctly to your mobile site. Use the “Inspect” function to make sure it’s coming up on mobile devices. Make sure to update all URLs you use in the schema, but be careful not to drown your site in structured data. And if you use a plugin for structured data, use a testing tool to make sure the displayed markup is correct.

8. Launch AMP if You Still Don’t Have Mobile Pages

If you still didn’t have a chance to create mobile pages for your website, then create AMP versions of your pages – it’s the easiest way to get Google to index them. But if you have a m.mobile site, and the content of your AMP page is full and different from the one on the m.mobile site, Google will rank he m.mobile site above your AMP page, and you won’t rank for the keywords included in the full content. Also, you can’t rank higher if you have a mobile version and an AMP version of a page. Google will rank the desktop version of the page instead. If you set up AMP pages, you can easily check them on your smartphone by trying to open a specific page from your website. If you see the small AMP symbol – the gray lightning bolt next to the result, you’re good. You can also do a check-up on your desktop, by viewing the source and searching for rel=”amphtml” or by using the AMP Chrome extension in order to switch between the regular and the AMP versions. And in order to do a final check on whether you implemented AMP pages correctly and get suggestions on how to fix any problems you might have, use the AMP testing tool.

9. Check Your Subdomains Using the Google Search Console

If you already have a responsive website, then skip this part 🙂 But if your website uses subdomains such as m.visibleactors.com or visiblefactorsmobile.com, than you need to verify them in Google Search Console. First, open your Google Search Console account and click the “Add Property” button, and add your subdomains. Next, after you upload your subdomains, Google will send you notifications about your mobile site to let you know if you have smartphone errors, manual actions, if you’re blocking Googlebot, or basically if there are any issues with your site. Beware that Google treats subdomains as separate sites so pay attention to all notifications you receive and make sure to fix all problems.

 

The challenges for SEO-teams become even greater when you need to adapt your SEO-efforts to the upcoming mobile-first index and prepare your website for the upcoming change as fast as you can. And maintaining a dedicated mobile site, if you still don’t have a responsive one, is vital if you want to stay afloat in the mobile-first index, at least for the time being. The rollout will be global, and all websites will face the same constrictions, there’s no escape. So make sure to be prepared when it happens.     

 

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Top 15 Growth Marketing Tools for Startups

It’s hard being a start-up. At the dawn of their lifecycle, startups have to keep up a steady growth of 30% every year or suffer a painful death.

Up until a while ago, “growth hacking” was an odd buzzword on the lips of SEOs and marketing professionals alike. Today, it has become a synonym for most of the marketing tactics used by startups; a process of experimenting across marketing channels in order to identify the most effective and efficient ways to grow your business. It is a mindset; a fast-paced, data-driven and actionable approach to help you capitalize on the opportunities and ideas that drive business growth.

The man who coined the term, Sean Ellis, defines it by stating that start-up companies need to change the rules of conventional channels, or better yet, innovate outside of them since they are beyond the advantage of adapting to the old rules of marketing. Young startups need to be creative and test new ideas relentlessly because, if they don’t, they will be soon out of business.

If this is all so overwhelming for you, fear not – we have compiled a list of the 15 top growth-hacking tools that will help you get the job done, most of which are free to use! Check them out below:

 

1. Buff up your marketing efforts on Twitter with Click to Tweet

This one is the simplest – Click to Tweet helps you promote your products on Twitter. Engage your Twitter followers in sharing your product and you can offer them reward like coupons. The built-in analytics will tell you how many times your link has been clicked, which is as useful as ever. Just sign in with Twitter!

 

2. Automate your marketing strategy on Twitter with Jooicer

The automation on Jooicer makes life on Twitter for the baby start-up a charm: you can select the actions you want to be automated by creating “recipes”: say, “follow all users with a certain hashtag in their bio”. You can create your own custom recipes or share with others.

 

3. Create email collect forms with SumoMe ListBuilder

Out of the nifty little bundle of tools called SumoMe, the ListBuilder lets you convert one-time visitors into subscribers. You can either use the completely customizable popover after visitors spend a certain amount of time on your site or turn on smart mode so that the tool can ask them to subscribe when they’re ready to leave the site.

4. Add an email collect pop-up with SumoMe ScrollBox

Similar to the ListBuilder, you can customize a pop-up to appear after the visitor has scrolled down a specific percentage of your site. That way you can be sure that they have had the time to enjoy some of your content before committing.

 

5. Create giveaways with SumoMe Leads

This is the hottest way to turn visitors into leads –  by rewarding them with downloadable content like brochures or PDF documents. The button is free for you to place anywhere on the page; all you have to do is create the bonuses to lure those leads!

 

6. Make any selection of text tweetable with SumoMe Twilighter

Sharing made easy! All your visitors have to do is highlight any piece of content they wish to share and they can send it to their Twitter feed with the click of the mouse.

 

7. Ease the sharing of image with SumoMe Image Sharer

A must-have plug-in that makes it easy for your readers to share an image from your blog posts. This comes supported with the fact that shares on Facebook get over 39% more engagement if they include an image. It’s very user-friendly:  all the photos in your posts will be overlaid with sharing icons for the social platforms and each share includes a link as well.

8. Add conversion pop-ups with Optimonk

Much like the ListBuilder and the ScrollBox, Optimonk allows you to detect “exit intent” and add a pop-up message asking your visitor to extend their stay or sign up for more. They offer a free 14-day trial, after which you will have to inquire for the rates.

 

9. Discover the most popular articles with BuzzSumo

With this free little tool, you just type any term in its search bar and it lists you all the popular articles on that particular topic. Work wonders for writers who want to be at the top of their writing game by staying relevant!

 

10. Add call-to-action with HelloBar 

HelloBar is not new, but it’s still not very well known. It adds a notification bar on the top of your site that doesn’t move and you can stick any kind of action you want on it, from email collection to a simple message! The basic plan is free, but with the PRO you can do some cool things like A/B testing.

 

11. Help resolve problems with SessionCam

With SessionCam, you can watch a recording of your web and mobile visitors in order to identify potential problems or simply increase conversion. It also shows you heat maps and helps you build conversion funnels between the pages on your site. It’s free for the Basic Plan.

 

12. Analyze your conversions with ClickTale

Improve your conversions by finding out where your visitors like to click on your site. You can even analyze the performance of the forms you want to be filled in. ClickTale records individual visitor sessions on both desktop and mobile and aggregates it all while allowing you to focus on a particular individual.

 

13. Overlay an ad over the link you share using Snip.ly

This one’s also a no-brainer: If you have an ad that is related to the story you wish to share, use Snip.ly to increase conversions. It’s free up to 100 conversions; if you want to beef it up, plans start at $16 for 500 conversions, up to $85 for 5000 conversions.

 

14. Forget the plain old forms and surveys with Typeform

Make all your lead generating tools interactive and fun with Typeform and watch as the number of leads increases! As many other tools on this list, they offer a basic plan for free to try it out.

 

15. Send user-specific emails with MailGun

The last one on our list makes the coveted email marketing a breeze. No matter if it’s a thank-you email for a visitor signing up or an apology for when their session was rudely interrupted by an error, MailGun is the API for you! And it holds a sweet pricing plan: free up to 10,000 emails/mo, then it’s $0.00050 per email.

 

It may be difficult to grow your business from the ground up, but it’s a fun and exciting challenge. One that can be made a lot easier once you find the right growth marketing tools that will ease many tasks. Try out some of the 15 on this list and let us know how you liked them. And if you need more suggestions, or additional growth marketing help and advice, don’t hesitate to contact Visible Factors. We’ve been where you are.   

 

3 Significant Changes to Dynamic Search Ads

If you are actively using Google AdWords, then you know that Dynamic Search Ads (DSA) are the easiest way to reach customers that precisely match your offer on Google. The best thing about DSA is that they use your website to help target your ads and fill in the keyword-based gaps in your campaigns. Even the best managed AdWords accounts that use many keywords can experience some setbacks without DSA, including missing out on relevant searches, experiencing delays in writing ads for new products, or being out of sync with what’s actually available on the destination website.

The benefits of using DSA are great. They help you save time and reach new markets faster and the ads are frequently and automatically updated as soon as you make changes to your webpages. They also show relevant results with dynamic headlines, giving you greater control over your campaign, and most importantly, helping you generate additional traffic and sales compared to what you get from keyword-targeted campaigns.

Now, Google is making an update to DSA by introducing three significant changes aimed at giving advertisers a better handle on the quality of the ad creativity and targeting. Let’s see what those changes actually are.  

Page Feed – More Control Over What You Advertise

Searchers are more likely to click on an ad and buy a product or service when it fits their needs or solves a problem. That is why having more control over what you advertise, and making sure your ads are very relevant to prospects is key.

In order to provide advertisers with an additional layer of control, Google introduced Page Feeds to DSA campaigns. That allows you to create a feed – a spreadsheet of the products or services you want to promote, and add it to a new or an existing dynamic search campaign. When you use a Page Feed to specify which URLs to use in your DSA, it helps Google determine when and to whom to show your ads, and where to direct people on your website.

Additionally, Google recommends adding custom labels to your selected URLs to categorize and organize the specific targets in groups. When you use labels such as “Special Promotion” or “Out of Stock” in your Page Feed, you can easily activate ads within that promotion at the same time, or pause them to stop unwanted paid traffic.

This is a very helpful feature that saves time and helps ecommerce advertisers save money by delivering only relevant content to their prospects.

Expanded Ads – Longer Descriptions for Deeper Messaging

Having more screen real-estate is always good when it comes to display advertising. You want your ads to be bigger and more noticeable, and also explain your offer better and in more detail. The transition to Extended Text Ads on Search and Display campaigns occurred in January, and these new, larger ads are about to make their way to DSA as well.

Longer headlines and descriptions allow advertisers to show more information about their business and their offering. The higher character count of the extended description field gives you additional space and lets you be more specific with the ad, while the other features remain dynamic. This enhancement is expected to roll out over this month (May 2017) and we are excited to welcome it.

Quality Enhancements – Be More Relevant

Ad relevancy and quality may begin with specifying which web pages and which products or services you want to promote, but it continues with having your ads show only when they are most relevant to the what the searchers are looking for.

Let’s say someone looks for a digital marketing agency in L.A. and instead of seeing the ad for Visible Factors, they are shown an ad about a digital marketing agency in Charlotte. Not very relevant, right? With the latest updates, Google is promising advertisers a quality enhancement focused on location-based targeting.  

Improved ad-targeting is very important and beneficial, especially for local businesses that want to reach a certain audience. When you know that your ad will be displayed to prospects which are in the vicinity of your business, you are willing to pay more, because you will get exposure and possibly more clicks and an increase in profit.

These three changes made to Dynamic Search Ads are allowing more control over your targeting and more specific descriptions of the products and services you are selling. This means your ads are about to have a higher conversion rate at lower CPA (Cost Per Action). 

So if you were hesitant about including DSA in your campaigns and weren’t sure if they’ll get you the wanted results, we hope these improvements change your mind and make you give DSA a chance. If you do, give us a call to help you set up your campaigns. We promise you’ll be in for an awesome and very fruitful ride.   

Learn to Share the Right Content at the Right Time

Anyone who is involved in content marketing knows that effective customer engagement requires more than simply publishing content on the company blog and social media to the same aggregated audience. Reaching the audience that is most likely to take action – like, share, comment, sign up for your newsletter, click to get a special discount code, or visit and browse through your website – requires the right timing. The first step to being successful in content marketing is to create quality content that answers your audience’s most important questions. The next, is sharing that awesome content at the right time.

Here are guidelines on how to time your content sharing strategy better and improve your audience’s engagement.

 

1. Learn About Your Audience

You may already know how your regular buyers behave around your website and social media profiles, and tailor your efforts around that knowledge. You might want to rethink that approach. Yes, knowing how your current clients behave is great, but your content is aimed at engaging a wider audience that is your potential customers and prospects. So listen closely to the audience, and make sure you keep up with the newest trends. They evolve together with your prospects’ habits so you must evolve as well to stay current, informative, and engaging.

Besides being active on social media and listing to your customer’s online conversations, continue to learn about your customers by using your own customer data. Extract data and statistics from all of your internal resources like your website, social network profiles, analytics, and CRM. This will help you follow your clients’ journey, from prospects to buyers, and learn how they move through every stage, and what type of content pushes them further down the sales funnel. Which leads us to the next step.

 

2. Map Out the Buying Cycle of Your Buyer Persona

Now that you assembled all the data, it’s time to map out each step of the way that your buyer personas make, from being a new visitor to becoming a customer. Analyze which devices they use, what type of content they find most engaging, and what questions they need answered in every stage.

By analyzing the audience’s’ engagement with your content throughout the sales funnel, you’ll be able to identify which types of content work at the beginning of the cycle, and which work in the later stages of the cycle.  Once you identify the patterns of your buyers’ decision making cycles, you will be able to identify their typical paths to purchase and utilize predictive analysis with your overall content strategy. The insights about your audience’s behavior can also be very helpful in the process of optimizing your ecommerce conversion funnel.

 

3. Choose the Right Time

After understanding your potential and current customers, you need to figure out when to publish your content. Since everything we post online is available at any time, you may wonder why it is important to pick a specific time. The answer is: because you don’t want your content to get lost in your customers’ cluttered news feeds and inboxes. Sending too many emails may tire them and push them to unsubscribe, and sending a message too late can cause a permanent loss of conversions.

The content may be accessible at any moment, but your buyers aren’t accessing it all the time. So it’s very important to deliver your message at the precise moment when your audience is ready and willing to read it. The best way to determine the right time for sharing content, depending on the types of content and your audience’s preferences, is to test publish at different times.

Generally, people connect early in the morning, while having their breakfast, and later in the evening when they come back home, after dinner. Also, lunchtime is when people are usually active on social media and check their personal emails. Another observation we made is that we can divide two phases of connection among young professionals: one to personal social networks in free time, especially over the weekend; and one dedicated to professional platforms upon arrival at work and during waiting periods between tasks and appointments.

 

4. Decide on the Right Publishing Channel and Format

By now you have learned from your data who to target and when. But in what format and which device do you need to broadcast it? Mobile users may not want to see and interact with the same information as a desktop user. Downloading and reading an ebook on your smartphone is not very convenient.

The way you relay your message will greatly influence the way it is perceived. So make sure you structure your content accordingly to the format and channel you are using, and the device you are targeting. Again, make these decisions based on the customer data you collected and analyzed before. People who are in different stages of the buying cycle respond differently to social media posts, emails, ebooks, or videos. Make sure you match the content with the stage they are in, especially if you are sending personalized content.  And make sure that you have content suitable for each audience member and each buying cycle stage throughout your website, social media profiles, email campaigns, newsletters, and whatever additional content type you share.

 

The greatest dilemma of sharing the right content for the right customer at the right time can be precisely answered only if you listen closely to your audience, and constantly analyze your data. In the Age of the Customer—when the customers are in control, and have access to tons of information and countless choices, it’s the marketer’s’ job to precisely meet their expectations at every moment in their buying cycle, or risk losing them to the competition.

We know that the struggle to create the content is hard enough, and additionally learning when, where and what to post can make if even more complex and time-consuming for you. And you end up spending the time on learning about content marketing. Let’s make a proposition – let us help you with your content marketing efforts while you focus on running and improving your business and creating new valuable business relationships.

 

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How to Make Your Textual Content SEO-friendly?

Whether you are writing content for your company website or the next company blog post, the goal is to create great content that offers value to the reader, while positively reflecting your brand. But at the same time, you want your content piece to be search engine optimized. Let’s face it; great content is not useful if nobody can find it.

The goal to write a great blog post that is SEO-optimized while attracting an audience can seem contradictory. But if you have great writing skills, it is easy to create content that can accomplish both objectives.

Generally speaking, writing valuable content is one of the best ways to optimize it for SEO and there are no tricks that can compete with the raw power of high-quality content. That being said, even the best content can use a few structural tweaks and tricks to make it even more SEO-friendly.

If you want to be optimized for SEO and easily discoverable/sharable, here are some universal guidelines that you should stick to when creating your next piece of textual content (supposing you already did your keyword research).

 

Headline and Subheadings

First things first – your headline is the first thing anyone sees and reads. If your content is valuable, but your headline is mediocre, your click-through-rate will be low. Before writing your blog post body, write your headline. It should be clear and concise, conveying a specific message or idea that attracts people’s attention and prompts them to click and read further. A good practice is including your main keyword in the headline. Adding numbers is also an effective way to make the headline more enticing and clickable.  

Subheadings are an important part of you blog post’s body because they make the text scannable. Most people read the headline and subheads first, then decide whether to read the whole text or only the parts that matter to them the most. Also, subheads are another way to strategically use your keywords and increase keywords saturation.

When you prepare the blog post for publishing, make sure to add suitable HTML tags (H1, H2, H3…) to your heading and subheads in order to optimize the post for search bots too.  

 

Body Structure

If you created your headline, and are ready to move to writing the body, start by writing a short outline of the text. Think about the purpose, target audience, and the main action you want the reader to take at the end of the text. When writing the outline, you can write the subheadings first. That will give you an overview of what you need to write in each section.    

Once you start the actual writing, pay attention to the quality, originality and the structure of the text.  Always write unique content. Plagiarism can only hurt your ranking with Google, and the trust and authority you built among your audience. Use storytelling principles to improve the content quality and try to connect with readers on an emotional level. Use short sentences and short paragraphs, no more than 100 words, to improve the readability and the blog post structure. Smaller chunks of text are easier to read. When you want to specify or highlight and list certain points, use bullets or numbering to emphasize their importance and separate them from the general text. That will also help readers scan the text easier.

Be careful with the keywords used throughout the body. Use the main keywords and synonyms in moderation. And try to use signal words like “first of all’, “second” and “finally”.  And conjunctions “surely”, “consequently”, “for this reason”, because they will improve the structure of your text, and the reader will get clear signals about what follows.

 

Blog Post Length and Keyword Density

The minimum length of your blog posts should be 300 words. Even though Google likes long articles, and sometimes ranks them better, readers often are scared away by posts that are over 1000 words long. The ideal article length is somewhere between 600 and 800 words, depending on the topic, the target readers, and the goal of the blog post. For example, in-depth guides may require 3000 words or more.

As a general rule of thumb: the ideal keyword density is about 1-2% of your text. So, in a 600-word post, you should mention your keyword 6 to 12 times. Do not stuff your blog post with keywords because instead of making your content more SEO-friendly, it will only hurt your ranking.

 

Links to Previous Content

Page links are the main building blocks of your webpage. Your link structure is important to Google. Links tell Google if your content is valuable to people, and you are connected and sociable. Adding links to high-quality, reputable websites also improves the validity of your website, and your ranking. And using credible sources in the body of your text is also a good way to create trust with your readers.

If you have other posts closely related to your current one, link back to them. It will make the post stronger because it will show more authority on the subject. But whether you link to internal or external pages, use appropriate anchor text which flows naturally with the rest of the content.     

 

Meta Descriptions

Another important part of on-page SEO optimization is writing your meta description. Use the meta descriptions to guide the search engine, and help it understand what your content is about. It is the HTML attribute that provides search engines with a concise explanation of your page’s content. The meta description should be enclosed in the <head> section on your webpage.    

But meta descriptions help searchers understand what your content is about too. The text in a meta description is what Google uses as a snippet when your web page shows in the SERP. And that copy, along with your headline, will determine whether the searcher will click on your page or not. So use those 150 – 160 characters wisely, and make sure to incorporate your main keyword as well.

 

Optimize the Images

Visuals make textual content more interesting and shareable. People are more likely to share the content if there’s a fun or unusual image included. And if it a sales-related text, people will be more likely to buy if they can see the product featured in attractive and relevant photo. But images are important and should be optimized for search bots too. So make sure you enter text in the title and alt tag fields, and preferably use your keyword too.

Optimize the photo dimensions and size. It’s a good practice to match the image dimensions (width) with that of your web page template and use browser resizing capabilities to make the images responsive by setting a fixed width and auto-height. Try to use smaller files because large files load slowly and that can hurt SEO. Make the images slow, but don’t compromise their quality and visibility.

 

There are no special tricks on how to write great content. Nor are there tricks on how to rank high in Google if your content is average. Remember to always write for people, and don’t underestimate the importance of SEO-optimization. High-quality, original content is what matters the most, but it takes a little extra effort to additionally optimize it for SEO and rank highly for SERPs, clicks, reads, likes and social shares.

It may be difficult at first, but it’s very much possible to achieve both goals. Then again, if you believe that it’s a job best handled by the pros, you are welcome to drop us a line or give us a call, and we’ll make sure your brand’s name and story take off.

 

 

 

Can You Use Text on Images in Facebook Boosted Posts?

Facebook ads are a great way to increase your reach and expose your brand or products to new audiences. And creating them right from your Page is one of the fastest and most convenient ways to reach the people who matter the most to your business on Facebook and Instagram.

Depending on the action you want your audience to take, you can choose from the different types of ads Facebook offers – promoting your page, promoting your website or boosting a post.

If your goal is to have people like or react, comment or share on the posts you create on your Page, then the best way to do this is to boost posts. Boosting a post is very easy by locating the blue Boost Post option in the bottom-right corner of your post. Boosted posts are an excellent way of increasing the engagement with your audience, existing and new. When you boost a post, you turn it into an ad, which is then optimized to reach people who are most likely to take action and like or share the post.

An Image is Worth a Thousand Words, Right?

We have all heard the phrase, yet we continue to add text to our images. Sometimes, it’s to enhance the depicted action or describe the objects shown.  Other times to simply share a message or announce a special offer. The use of text on images for advertising purposes is a common practice, but unfortunately frowned upon by Facebook. Up until mid-2016, their advertising policy didn’t allow advertisers to use images, which covered more than 20% with text in ads. Facebook had enforced a rule that limited the amount of text in images, and by using a 5×5 grid, advertisers could see if there’s text in more than five of the squares, which meant the image would be rejected. Of course, there are ways to go around this. For example, you could use the same grid while creating the ad image to simply move the text around or make it smaller so the image would be in compliance with the rule.

This rule was recently changed though. Now, advertisers can use more than 20% text on images for their boosted posts. But, Facebook still prefers images that have less text. And actually, the more text you use in your advertised content, the less exposure Facebook might give to your paid content in the News Feed.

 

Boosted Post Image Categories

Yes, Facebook acknowledges the importance of images in your ads: “Adding a relevant image of your product or service can be one of the most powerful factors in determining the success of your Facebook ads. Yet, there are still some rules and guidelines when it comes to using text on images in your Facebook ads.

Now that more than 20% text in images is allowed, Facebook makes a distinction in the amount of text in images, and categorizes boosted posts and other ads with images in four categories, or as Facebook calls them, ratings:

–  Image text: OK – this is the preferred image style and it means your ad’s image contains little or no text, and your ad will run normally

–  Image text: Low – this means you have a bit more text, and your ad’s reach may be slightly lower

–  Image text: Medium – this means you have a lot of text, and your ad’s reach may be much lower

–  Image text: High – this means your ad’s image has too much text, and your ad may not run

But, as with every rule, there are exceptions, and these image text-categories don’t apply to:

–  movie posters

–  book covers

–  album covers

–  product images: when the entire product is visible, and just a zoomed in part of it

–  posters for concerts, music festivals, comedy shows or sporting events

–  text-based businesses: calligraphy, cartoons and comics, etc.

–  app and game screenshots

–  legal text

–  infographics

In order to help advertisers overcome the problem of determining whether the image would be categorized as “OK” or “Medium”, Facebook has created the “Image Test Check” tool (“Text Overlay Tool”) to help find out in which category your image belongs. Also, whenever you create an ad in the Create an Ad tool or in Power Editor, you will get a warning if the amount of text you intend to use may limit your ad’s distribution.

 

Make Sure Your Content Appears in the News Feed

For several years now, Facebook has been decreasing the free reach of Pages. Starting as early as 2012, they’ve been limiting the amount of Page content that appears in the fans’ News Feeds. And at the end of June 2016, Facebook announced they will make more changes to the News Feed, making it even more difficult for Pages to have their content seen by those who liked the Page. And in spite of the decrease in organic reach, out of 60 million active Facebook Pages, only around 10% of Pages choose to pay and boost content and advertise on Facebook.

Very few pages do well on Facebook without paying, and this is because they have built a very engaged audience that visits their Facebook Page frequently. But for the majority of Pages it’s hard to get their content in their fans’ News Feed.  And if your fans don’t see you on Facebook, they may not remember to come to you when they need what you offer. That is why boosting your posts is an excellent way to get in front of your audience and ahead of the competition.

But keep in mind that in order to ensure that your current and potential fans see your content in their Facebook News Feed, you need to pay, at least for boosted posts. If you don’t, a tiny portion of your fan-base will get to see what you’re posting. Whether you’re maintaining less than 20% text and spend as little as possible, or decide to test the limits and add more text to images and pay more for distribution, it’s up to you. But don’t underestimate the power of boosted posts.

Recently, the internationally recognized Facebook expert, Mari Smith stated that: “Facebook organic (free) reach is down to a mere 1-6% of your fans. That is, for every 100 people on Facebook who liked your business page, only 1-6 of them actually see your posts in their News Feed.”

 

We are pretty convinced that businesses paying for Facebook ads and boosting posts enjoy greater success on Facebook. And with the latest organic reach decreases, as well as the new image text rules in mind, we are ready to help you advance in your Facebook posting and advertising strategies.

Get Better Reports with Google Data Studio

Businesses run on data. The majority of business decisions rely on solid facts and numbers. In a world where almost all business actions and marketing efforts are digital, reporting is one of the best ways to get these facts and numbers to help business owners and digital marketers analyze their results.

Reporting and gathering data is especially challenging to marketers because it is difficult to find the best starting point with the amount of complex data out there. This is especially true if you are an agency that provides clients with analytical reports using Google Analytics or AdWords data, then creating charts and diagrams to make the data visual for the client. But there must be a way to make reporting better. Right?

Introducing Google Data Studio

Now thanks to Google Data Studio, there is a way to create reports that even your clients will understand easily. The idea behind Data Studio is to make reporting better for small and large businesses by turning boring data into informational, easy-to-understand reports using data visualization.

Google Data Studio is part of the Google Analytics 360 Suite, the paid version of Analytics, and is available in beta even for those that use the basic free version of Google Analytics. Beta-version users can create up to five custom reports and use all editing and sharing capabilities.

How it works?

Google Data Studio allows you to access all the data sources you need to understand how your business performs and to help you make better decisions. It works by syncing with all your Google data – Analytics, AdWords and more, and brings it all to one place easily by providing pre-built data connections. Moreover, you are not limited to using data only from your Google products, but you can even import Facebook data and use it in your reports, as long as you are using a Google Sheet document.  You can use any data you want if you can convert it to Google Sheets.

Once you import the raw data you can easily transform it into meaningful reports and dashboards by choosing from the vast array of calculated metrics and functions. To make things even better, the reports are dynamic, meaning once you update your data sources, it will also update in the reports where it is used. It’s up to you to choose how to present the data – in bar graphs, charts, line graphs and more. You can change the fonts and the colors, and even brand the reports with your logo. The reports and dashboards are shareable, and just like sharing a Google Doc or Sheet, you can grant people viewing access and/or allow them to edit the reports.  

Access and Use

Accessing Google Data Studio begins with logging into your Google Analytics account, here: https://www.google.com/analytics/data-studio which is the free ad limited version of Google Data Studio. As we mentioned above, in the free version you can create up to five custom reports.

After log in, will see the Reports tab in the Home page. Google has put several sample reports, and we suggest you open and explore each one of them to get acquainted with the look and feel of the reports, and learn the types of information you can use for creating your own reports.

The interface Data Studio uses is similar to Google Drive, so it will be familiar if you are a Google Drive user. As with many other Google products, creating a new report is very simple and straightforward – you can choose from the templates shown on top, or just click on the big blue plus-sign button at the bottom right-hand corner and open a blank report.

The templates are a great way to quickly create a report but sometimes include metrics you may not need. Blank reports on the other hand, are a great way to go through the features and options of the Data Studio on your own, and build a report that best fits your specifics.

 

Make the Most of Your Reports

Google Data Studio is a great tool that makes reporting easy and fun (OK, we’ll discuss fun another time). But if you don’t like creating and reading spreadsheets, then you will definitely enjoy Data Studio reports. In case this is the first time you’re using a reporting tool, Google has prepared informative and educational materials. Among the sample reports, there is a “Welcome to Data Studio!” tutorial that will give you a step-by-step walkthrough of Data Studio, as well as a YouTube video to teach you how to connect data sources and create your first report.

And if those still don’t help, and you feel like you are missing out on the good stuff and can’t figure out how to incorporate certain metrics, or how to stack them, feel free to contact us. We’d love to help you out with your digital marketing effort, such as SEO, PPC and social media.

 

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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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