Smart internet marketing strategies in 2019: Part 2

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Ebook SEO 2019 learn search engine optimization with smart internet marketing strategies: Part 2 present the content troubleshooting common SEO problems how to fix them; Local SEO, SEO for local businesses; the New Meta: JSONLD, Microdata, Schema.org Facebook Open Graph; Powerful SEO tools. TroubleshootingcommonSEO problems&howtofixthem DealingwithGooglecanbemassivelyfrustratingattimes Customersupport barelyexists,andtryingtounderstandwhyyoursiteisn'tplayingwellwith Googlecanspiralintoawildgoosechase Don'tletGoogle'slackofcustomersupportorthehorrorstoriesdisheartenyou Mostofthetime,ifasiteisexperiencingGoogleproblems,itisonlytemporary SEOproblemsarerarelyirrecoverable Usuallyit'ssimplyamatteroffindingouttheunderlyingcauseoftheproblem— moreoftenthannot,thecauseisn'twhatthepopularblogpostsaresayingit mightbe Thissometimesmeansfixingseveralitems Onceallfixed,youhave stackedthedeckinyourfavorandyouaremorelikelytomakeaspeedy recovery ThischapteroutlinescommonSEOproblemsthatplaguewebsiteowners Ifyouarenotatalltechnicallyinclined,Iurgeyoutoreadthesectionongetting additionaladvice,orevenconsidergettingprofessionalhelpifyoursiteis experiencingseriousSEOissues WhattodowhenyoursiteisnotlistedinGoogleat all Thisisacommonproblemamongwebmastersandbusinessownersalike Ifyouhavejustlaunchedabrand-newsite,itispossibleGooglehasnotcrawled yoursiteyet Youcandoaquickspotcheckbytyping “site:yoursiteaddress.com”intotheGooglesearchbarandcheckingtoseeif yoursitecomesupatall Ifitdoesn't,it’spossibleGoogle'sspiderhasn'tcrawled yoursiteanddoesn'tknowitexists Typically,allthat’srequiredforGoogletopickupyoursiteistogeneratea handfuloflinkstoyoursiteandsomesocialactivity Tweetingalinktoyoursiteisaquickwaytoensureyoursiteisindexedby Google'ssoftware,typicallywithin24hours Trytoshareyoursitefroma handfulofsocialnetworksforfasterresults CheckGoogleagainin24hourswiththe“site:www.yoursite…”searchquery andseeifanypagesfromyoursitecomeup Ifyoudoseepages,thismeans Googlehasindexedyoursite Ifthisdoesn'twork,askyourwebdesignertosetupGoogleSearchConsolefor you,loginandseeifthereareanyerrors Ifthereareerrors,Googlewilloutline thestepstofixthem,soGooglecanseeyoursite GoogleSearchConsole'shandyURLinspectiontoolisgreatfortroubleshooting andfindingissues ItconfirmsifyourpageissupportedbyGoogle,notsuffering fromanypenalties,successfullyappearingintheindex,ismobilefriendlyand more ToaccesstheURLinspectiontool,click"URLinspection"intheleft sidebarinGoogleSearchConsole Ifyoucannotseethelink,it'spossibleyou're usingtheoldGoogleSearchConsole Clicktheblue"TrythenewSearch Console"linkatthetopleftandtakeadvantageoftheURLinspectiontool's awesomeness GoogleSearchConsole https://www.google.com/webmasters/ Whattodowhenyourbusinessisnotrankingfor yourownbusinessname AbusinessnotcomingupinthetoppositioninGoogleforsearchesforthe officialbusinessnameisasurprisinglycommonissueamongbrandnewsites Googleissmart,butsometimesyouneedtogiveGoogleanudgetoassociate yournewsitewiththenameofyourbrand Thissolutioniseasilyfixedbybuildinglinkstoyoursite,withsomeofthelinks withyourbrandnameastheanchortext Thiscantakeuptoacoupleofweeks forGoogletoseetheselinks,connectthedotsandrealizeyoursiteisthereal deal Thefastwaytogettheballrollingistodoaquicksearchforthebusiness directoriesusedinyourcountry—Whitepages,YellowPages,Yelp,andsoon— filloutalistingforyourbusinessoneachsiteandincludealinkbacktoyour website Themorelinksthebetter,butyoushouldbeaimingforaminimumof 50links In95%ofcases,thiswillsolvetheproblemofasitenotcomingupin thetopresultsofsearchesforthebusinessname Ifthisdoesn’twork,setupFacebookandTwitteraccountsforyourbusiness, fillingoutasmuchinformationaboutyourbusinessaspossibleintheprofile Thendoapostadayforabouttwoweeks,mixinginlinkstoyoursiteinthe posts Ifyoustillcan'tgetyoursiterankinghighenough,useLinkExplorertospyon competingsitesrankinghigherforthebrandname Dotheirpageshavemore backlinksthanthetotalamountoflinkstoyoursite?Ifthisisthecase,youare goingtoneedtobuildmorelinks Whattodowhenyourrankingshavedroppedoff Here'sasadtruthaboutSEO:ifyouachieveatopranking,itmaynotkeepits positionforever Therearebillionsofwebpagescompetingfortoppositionsin Google Newsitesarebeingcreatedeveryday Itrequiresanongoingeffortto keeppagesrankinghigh Ifyourrankingshavedroppedofffromthetopposition,andareslowlymoving theirwaydownthesearchresults,it ’ spossibleyouhavebeenaffectedbya Googleupdateorspamfilter ReadthroughtheGoogleUpdateschapterlaterin thisbook,andalsolookthroughtheadditionalresourcesforkeepingupdatedon newGoogleupdatesinthesamechapter Ontheotherhand,it'smorelikelyyourcompetitorshavesimplyacquiredmore linksormoresocialactivitythanyoursite UseLinkExplorertospyon competitors,findouthowmanybacklinkstheyhave,howmuchsocialmedia activitytheyhave,andsettheseamountsasyourtargettobuildyourrankings backup Next,it'stimetostartalinkbuildingcampaignwiththetargetedkeywordsas outlinedinthechapteronlinkbuilding Howtoseekprofessionalhelpforfree FindingtherightSEOhelpcanbefrustratingforsiteowners Thereisalotof informationtonavigate,withvaryinglevelsofqualityandaccuracy It’sdifficult togetintouchwithSEOpractitionersatthetopoftheirfield Thatsaid,therearesitesthatcanputyourquestionsinfrontofworld-leading expertsofalmostanytopicforfree Usethebelowsitesforhighlytechnical responses,andyoucancreateanarmyofInternetexpertstotrytosolveyour problemforyou Thekeytosuccesswiththebelowresourcesistobespecific Themorespecific youare,andthemoreinformationyouprovide,youincreaseyourchancesyou willreceiveadetailedanswerthatwillpointyouintherightdirection Forgreaterresults,postyourquestiononallofthesitesbelow,andsitbackand waitfortheanswerstocomein Youwillgetmoreanswersandwillbeina betterpositiontoconsiderwhichsolutionisbest MozQ&A https://moz.com/community/q Moz'sQ&Aforumsusedtobeprivate,butwereeventuallyrecentlyreleasedto thepublic HereyoucanspeakwithalargenumberofSEOprofessionals directlyandattracthighqualityanswerstoyourquestions GreatforSEO specificproblems ProWebmasters https://webmasters.stackexchange.com/ TheProWebmastersQ&Aboardcanhaveyourquestionsansweredby webmastersofhigh-performingsites Quora https://www.quora.com/ Quoraisanall-roundQ&Apostingboard,whereyoucangetaquestion answeredonalmostanything OnQuora,questionsaresometimesansweredby high-profileexperts Marketers,businessowners,younameit,therearemany leadingindustryauthoritiespostinganswerstoquestionsonQuora WordpressAnswers https://wordpress.stackexchange.com/ IfyoursiteisbuiltonWordpress,it'sinevitableyouwilleventuallyencounter somekindoftechnicalhurdle TheWordpressAnswersQ&Aboardisagreat resourcetoseekouthelp LocalSEO SEOforlocalbusinesses WhyuselocalSEO? Unlessyouhavebeenlivingunderarock,youhaveseenlistingsforlocal businessesappearingatthetopofsearchresultsinGoogleandGoogleMaps Locallistings—previouslyknownasGooglePlacepagelistings,thenrebranded asGoogle+pages,nowknownasGoogleMyBusinesslistings—howeverthey willbetitlednext,theyareapowerfulmarketingtoolforsmallbusinesses Let’slookatsomestatisticsfromthehorse’smouth Thefollowingfactswere discoveredbyGoogleafterconductingastudyonthebehavioroflocal customers -4in5consumersusesearchenginestofindlocalinformation.* -50%ofconsumerswhoconductedalocalsearchontheirsmartphonevisiteda storewithinaday.* -18%oflocalsearchesonasmartphoneleadtoapurchasewithinaday.* *UnderstandingConsumer’sLocalSearchBehavior–May,2014 https://think.storage.googleapis.com/docs/how-advertisers-can-extend-theirrelevance-with-search_research-studies.pdf Holymackerel,ifyouarealocalbusinessownerandthosefiguresaren’tmaking yourjawdrop,Idon’tknowwhatwill Nowthatweknowifyouownalocal business,localsearchcanbetheYokoOnotoyourJohnLennon,let’sdelve deeperandfindoutwhatmakesalocalsearchresult Localsearchresultsdifferfromtraditionalorganicsearchresultsbyrepresenting alocalbusinessinsteadofanormalwebpage,andappearingatthetopofthe searchresultsandonmaplistings Userscangetbusinesscontactdetails,openinghoursandreviewsandfindthe informationtheyneedquicklyandeasily,insteadofhavingtodigarounda clunkybusinesssite Thelocallistingscanbeapowerfultooltoattracttraffic Inmanycases,local listingscanleadtomanymoreinquiriesthanregularSEOrankings Butdoes thismeanyoushouldscraptraditionalSEOinfavoroflocalSEO?Nope You candobothandpotentiallydoubletheamountofpotentialtrafficyoucan receive HowtorankhighwithlocalSEO RankinghighwithlocalSEOtakesadifferentapproachthantraditionalSEO Google'salgorithmislookingforadifferentsetofsignalstodeterminethe popularityofabusinesstodecidehowhightorankitinthesearchresults Ifyouthinkaboutit,ifarestaurantisreallypopularinacity,awholebunchof linksfromallovertheworldprobablyisn'tthebestfactortodeterminehow valuablethebusinessistothelocalarea Abetterindicatoroftheimportancewouldbementionsofthebusiness’sname andphonenumberacrosstheweb,customerreviews,anddetailsonthewebsite thatshowthebusinessisbasedintheareabeingsearched BelowisalistofthemostimportantrankingfactorsGoogleuseforlocallistings : Proximityofaddresstotheareabeingsearched ProperGoogleMyBusinesscategoryassociations Qualityandauthorityofinboundlinks Consistencyofcitationsonprimarysources(GoogleMyBusiness,your website,etc.) Domainauthorityofwebsite Product/servicekeywordinGoogleMyBusinesstitle Qualityandauthorityofstructuredcitations ConsistencyofcitationsonTier1citationsources(mostprominentbusiness directories,etc.) Click-throughratefromsearchresults ThesearethestrongestfactorsfetchedfromMoz’sannualLocalSearchRanking Factorssurvey Ifyouwanttorankhighinthelocalsearchresults,allyouhave todoisensureyoursiteandGoogleMyBusinesspagehavemoreofthese featuresthanyourcompetitors ForacompletebreakdownoflocalSEOrankingfactors,visitthebelowlink, wheretheworld'sleadingauthoritiesonlocalSEOpublishanindustrysurveyon thelocalrankingfactorseveryyear Moz'sLocalSearchRankingFactors https://moz.com/local-search-ranking-factors GettingstartedwithlocalSEO Togetstarted,thefirststepistocreateyourbusinesspageonGoogleMy Business VisittheURLbelow,andcompleteeveryareaofyourprofileas possible Thismeanscreatingadetaileddescriptionofyourbusiness,available paymentmethods,andsoon Themoreinformationyoucomplete,themoreyou increaseyourchancesofrankingyourpagehigher GoogleMyBusiness https://www.google.com/business Whencreatingyourbusinesslisting,makesureyouchoosethemostaccurate categoryforyourbusiness,e.g ifyouprovideplumbingasaservice,youwant tochoose“plumbing”asyourcategory,not“trades”or“homerepairs” Buildingcitations CitationsarethelinksoflocalSEO Acitationoccurseachtimeyourname, address,phonenumber(NAP)ismentionedontheweb Themorecitationsyou have,themorelikelyyoursitewillrankhigh Theeasiestplacestobuild citationsarethemanylocalbusinessdirectoriesavailableforbusinesses Whilethere’smanyonlinedirectoriesforcreatingbusinesslistings,the followingwebsiteswouldbeagoodstartforaUS-basedbusiness https://www.facebook.com/business https://www.linkedin.com/ https://www.yellowpages.com/ https://biz.yelp.com/ http://www.local.com/ https://www.whitepages.com/business https://www.manta.com/ http://www.citysearch.com https://foursquare.com/business/ https://www.merchantcircle.com/ Buildingreviews CitationsandreviewsarethelinkbuildingoflocalSEO Ifyouareonlybuilding citations,youonlyhavehalfoftheequationcovered Torankhighly,youneed toensureyourbusinessaccumulatesonlinereviews Manybusinessesstrugglewiththis Thisisbecauseit’stoughtogetcustomersto filloutreviews!Youhavetomakeiteasyforyourcustomers IncludelinkstoyourbusinessGoogleMyBusinesspageonyoursite,email signatures,flyers,andbusinesscards,promptingcustomerstoleaveareview Encouragecustomersattheendofeachsaleortransactiontoleaveareview By creatingeveryopportunitypossibleforcustomerstoleaveareview,youcan significantlyincreasereviews Butwhateveryoudo,don’tbuyreviews ThisisaquickwaytogetintoGoogle's naughtybooks PurchasedreviewscanbepickedupbyGoogle'sfiltersandare likelytobeexcludedfromyourbusinessprofileanyways SupercharginglocalSEOwithphotosandvideos Forbetterorworse,formanypeople,takingselfiesandphotosofwhatthey're eatingfordinnerhasbecomeadailyhabit—anditcomeswithnosurprise Googlearecapitalizingonthisubiquitoustrend LateAugust2017,Google enabledvideoanduploadsfromthegeneralpublictoGoogleBusinesslistings onGoogleMaps Anunderusedmarketingopportunityflyingundertheradar— fornow—andasavvylocalbusinessownercanusethistotheiradvantage Whyarephotosandvideosimportantforalocalbusiness? Whetherornotthenumberofphotosandvideo'suploadedtoaGoogleBusiness listingisarankingfactorisunknown—itwouldn'tbesurprisingifitis,itwould beasolidindicatorofthepopularityandactivityofalocalbusiness Butyoucan besureGooglewillstaytight-lippedonthematter Eitherway,themorephotos andvideosuploadedtoyourGoogleBusinesspagewillleadtohigheruserengagementwithyourprofile,whichwilllikelyleadtohigherrankings Buttherealadvantageliesinenticingmorecustomerstoyourbusinessthrough imagery Everheardthephrase,“apictureisworthathousandwords?” Customersresearchingalocalrestaurant,cafeorhotelareheavilyfocusedon photoswhendecidingwheretogo Justlookatyourownexperience—ever takenapeekatthephotosandvideosofarestaurantorhotel,andaparticular photoputyouovertheedge?Ifyouhaven'tincludedphotosandvideosinyour localSEOefforts,you'remissingoutonapieceofthepie Here'stwosimple approachestogetamongsttheaction Encouragecustomerstosharetheirexperienceatyourbusiness Encouragingcustomerstosharetheirexperienceatyourbusinesswithaphotoor videoisaneffectivewaytobuildupauthenticphotosassociatedwithyourpage It'llbuilduptheperceivedpopularityofyourbusinesstoo Whynottakeittothe nextlevel,andenticecustomerswithafreedrinkordiscountofftheirmealby sharingtheirexperience? Forthegeneralpublictouploadphotosorvideos,alltheyneedtodoistapon yourlistingonGoogleMaps,scrolldownandclick“addaphoto”,anddone! Justtakenote,videoscanonlybedoneviaAndroidphones Officialguideby Googlelistedbelow Add,Remove,orSharePhotosandVideos–GoogleMapsHelp https://support.google.com/maps/answer/2622947 Addphotostoyourbusinessprofileyourself Ifyou'rerunningarestaurant,hotel,cafe,oranyotherlocal-typebusinessfor thatmatter,youshouldhaveahandfulofprofessional-lookingphotosuploaded toyourprofileatabareminimum—socustomersknowwhattolookforwardto whenvisitingyourbusiness,orwhatthey ’ remissingouton … Fortunately,addingphotostoyourGoogleBusinessprofileiseasyaspie SimplylogintoGoogleMyBusiness,clickphotosontheleftmenuandupload away Foradditionaldocumentation,checkouttheofficialguidefromGoogle HQbelow AddLocalBusinessPhotos-GoogleMyBusinessHelp https://support.google.com/business/answer/6103862 LocalSEOrankingchecklist&essentialresources Whilelookingatyourlocalcompetitorsandworkingtobeatthemisprobably thebestoverallstrategy,progressingthroughthefollowingchecklistwillput youonyourwaytorankinghighatthetopofthelocalsearchresults VerifyyourbusinessprofileonGoogleMyBusiness FilloutasmuchinformationaspossibleonyourGoogleMyBusinessprofile, includingdescription,categoryassociations,imagesandvideos Includeyourbusinessnameandlocationsomewhereonyourwebsite,this couldbeyourcontactpageorhomepage Includeyourfullbusinessname,addressandphonesomewhereonyoursite, theseshouldbegroupedtogethersoGooglewillregisteritasacitation Includetheappropriateschema.orgtagsinyourwebsitemarkup,following theirspecificationforlocalbusinessesatthefollowingURL Schema.orgLocalBusinessSpecifications https://schema.org/LocalBusiness Encouragecustomerstoreviewyourbusiness SubmityourwebsitetothemajorbusinessdirectorieslikeYelp,Yellow Pages,CitySearchandsoon YoucanusetoolslikeMozLocaltosubmityour businesstoallofthemajordirectoriesinonego MozLocal https://moz.com/local basketballshoes tennisbags tennisequipment Phrasematchkeywords Phrasematchkeywordswillonlyshowyouradforsearchescontainingyour corephrase Withphrasematchkeywords,youcanexerciseahigherlevelof controlandpurchasetrafficfrommorerelevantcustomers Andhigherrelevancy usuallymeansmoresales Toenteraphrasematchkeyword,whenaddingkeywordstoyouraccount,wrap thekeywordswith""quotationmarksandthesekeywordswillbecomebroad matchkeywords keyword: "tennisshoes" willtriggeradsfor: tennisshoes besttennisshoes tennisshoesonline willnottriggeradsfor: shoestennis tennisshoe tennissneakers tennisplayers Exactmatchkeywords Exactmatchkeywordswillonlytriggeradsfortheexactphraseyouenter Needlesstosay,withexactmatchkeywordsinyourcampaign,youcanhavea highlevelofaccuracy,andachievemoresales Exactmatchkeywordsare indispensableforeveryGoogleAdscampaign Toenterexactmatchkeywords,wrapthekeywordswith[]bracketswhen addingkeywordstoyouraccount,theywillbecomeexactmatchkeywords keyword: [tennisshoes] willtriggeradsfor: tennisshoes willnotmatchfor: tennisshoe tennisshoesonline besttennisshoes Broadmatchmodifiedkeywords Broadmatchmodifiedkeywordsarespecialkeywordsallowingyoutohaveboth accuracyandalargeamountofexposure Withbroadmatchmodifiedkeywords, youwilltriggeradsthatincludeacombinationofallofthewordsinyourphrase Tocreatebroadmatchmodifiedkeywords,adda+signtothekeywordswhen addingthemtoyouraccount keyword: +tennis+shoes willmatchfor: wheretobuytennisshoesonline tennisshoes buyshoesfortennis buytennisshoes willnotmatchfor: tennisjoggers buytennisshoe margaretthatcher Negativekeywords Oneofthemostimportant,buteasilyoverlookedkeywordsarenegative keywords Negativekeywordswillpreventyouradsfromshowingforsearches thatincludeyournegativekeyword Ifyouareusingphrasematchoranykindofbroadmatchkeyword,youshould beusingnegativekeywords Negativekeywordsarevitalforensuringyouare notpayingforadvertisingforirrelevantsearches Enternegativekeywordsinyourcampaignbyaddinga-minussigninfrontof yourkeywordswhenaddingkeywords,orgoingtothesharedlibraryontheleft handcolumninyourGoogleAdsaccount,andyoucanapplynegativekeywords acrossyourentireaccount,agreattime-savingtip keywords: +car+service -guide -manual willtriggeradsfor: carservicelosangeles carservicemechanic carservicetips willnottriggeradsfor: freecarserviceguide fordmustang65carservicemanual Whenchoosingkeywords,youneedabalancebetweenkeywordswithahigh levelofaccuracy,suchasexactmatchkeywords,andkeywordswithalarger amountofreach,suchasphrasematchorbroadmatchmodifiedkeywords Useamixoftheabovekeywordsinyourcampaign,thenreviewthe performanceofdifferentkeywordtypesafteryourcampaignhasbeenrunning, whenyouhavesomedata Structuringyourcampaignwithadgroups GoogleAdsoffersanexcellentwayoforganizingkeywordscalledadgroups Ifyouorganizeyourcampaigncorrectlywithadgroups,youcanquicklysee whichareasofyourcampaignareprofitableandnotsoprofitable Let'ssayyouhaveaHarleyDavidsondealership,withawiderangeofHDgear frombikestoaccessoriesandclothing,belowisanexampleofadgroupsyou mightcreate -HarleyDavidsonmotorbikes -HarleyDavidsonparts -HarleyDavidsonaccessories -HarleyDavidsonjackets Withadgroupsyoucan: -Createmultiple,andseparateadsforeachproductline Greatfortesting -Haveaselectrangeofkeywords,specifictotheadgroup -Setaspecificbidfortheadgroup Greatifyouhavehigher-pricedproductsor servicesyou'rewillingtopaymorefor -Getdetaileddataontheperformanceofyouradgroupsanddifferentproducts Structureyourcampaignwithadgroupswithaveryclearandsimplesenseof organizationwhenyousetupyourcampaign You'llgetclearerperformance insights,anditwillmakeyourlifeeasierwhenyouwanttomakeimprovements laterondownthetrack Howtocrushthecompetitionwithkillertextads Writingakillertextadisessentialtothesuccessofyourcampaign Poorly writtenadscanincreasetheoverallcostsofyourcampaign,sendinglesstraffic toyoursiteformoremoney Wedon'twantthat Withyourtextads,youwantto: -Attractclicksfrominterestedcustomers,nottire-kickers -Includekeywordsrelatedtowhattheusersearchedfor -Encourageaclearcalltoactionandbenefitfortheuser Textadsaremadeupofthefollowingcomponents: Headline Yourheadlinehasamaximumof25characters Withyourheadline, youshouldincludethekeywordtheuserissearchingfor,orcapturetheuser's curiosity Descriptionlines Youhavetwodescriptionlinesatamaximumof35 characterseach Yourdescriptionlinesshouldmakeitcrystalclearwhatyouare selling,thebenefitsofclickingthroughtoyoursiteandacall-to-action DisplayURL Youhave35charactersforacustomURLthatwillbe displayedtousersinthesearchresults DisplayURLsaregreatasyoucan actuallydisplayadifferentURLtotheusersthantheURLofthepagetheywill arriveon Youcantakeadvantageofthistoencouragemoreuserstoarriveon yoursite I'velistedbelowsomewinningadssowecanseewhytheyaresosuccessful: LogoDesign®*SALE*$49 www.logodesignguarantee.com/Logo-USA 100%Custom-MadeSpecialUSASale 100%MoneyBack OrderOnlineNow… InjuredinanAccident? www.1800needhelp.com/ YouMayBeEntitledto$10,000+ FreeCaseEvaluation 24/7CallUs FlowersOnline-$19.99 www.fromyouflowers.com/ DeliveredTodayBeautiful&Fresh! "BestValueFlowers"-CBSNews Ineachoftheabove,wecanseesomesimilarities Eachadhas: -Aninterestingheadline Eachadcapturesthecuriosityoftheuser,throughuse ofspecialcharacters,askingaquestionorpostingacompetitiveofferrightinthe headline -Clearbenefits Eachadhasacompellingofferinadditiontothecoreproductor servicebeingsold,makingtheadstandoutfromthesearchresults,suchasanorisk,money-backguarantee,same-daydelivery,orafreeevaluation -Aclearcall-to-action Thefirsttwoadsmakeitclearwhatthenextstepshould be Inthethirdad,thecall-to-actionisnotexplicit,butitisobvious Byhaving “Online-$19.99”intheheadline,and“DeliveredToday”,itiscleartheusercan orderflowersonlinetobedeliveredthesame-day Ifyouwantmoreexamplesofsuccessfultextadsandwhytheycrushthe competition,thearticlebelowisagoodstartingpoint: 11successfuladsandwhytheycrushthecompetition https://blog.crazyegg.com/2012/03/26/successful-adwords-ads/ Howmuchtopayforkeywords Aburningquestionfortextadsnewbiesis,howmuchshouldIbidonmy keywords? Thereisnoclearanswerforfindingyouridealbidprice Youshouldonlypay forwhatyoucanafford Youcanfindouthowmuchyoucanaffordbydoing somesimplemath Forexample,let’slookatanexamplescenario: -You'resellingvideocoursesfor$200 -Forevery100visitors,3turnintocustomers Thisisaconversionrateof3% -Ifyoubought100visitorsatacost-per-clickof$3,thiswouldcost$300 -Withyour3%conversionrate,youwillhavemade$600insales,andaprofit of$300 SotocalculateyouridealCPC,I ’ msorrytosay,youdoneedtositdownand dosomemathandfigureitout Itcannotbeavoided Buttokeepitsimple,you shouldonlypaywhatyoucanafford—otherwiseyoushouldbespendingyour marketingdollarselsewhere Here'sthecatch,youcanonlyfindoutwhatyourcost-per-clickisafterrunning yourcampaignforawhile,whenyouhaveaccumulatedsomedata So,runa smalltestcampaigntobeginwith,tocollectdata Usetheinformationtomake projections,andonlypaywhatyoucanaffordinalarger,moreserious campaign Incaseyou ’ rewonderinghowpricesgetcalculated,theGoogleAdscost-perclicknetworkusesabiddingsystem,whichmeansyouaretakingplaceinan auctionwithcompetingadvertisers Byincreasingbids,youradposition increases,leadingtomoretrafficorcustomerstoyoursite Hereiswhereitgetsinteresting Googleawardsanadvantagetoadvertisers showingadswithhighqualityandhighrelevancy ThisisGoogle'sQuality Scoretechnology Adswithahighernumberofclicksandrelevancyare awardedwithahigherQualityScore,andsubsequentlyreceiveincreasedad positionsandcheaperprices! Keepthisinmindwhenwritingadsandchoosingyourkeywords Yourads shouldberelevanttoachievethehighestQualityScorepossible,soyoucan receivethecheapestcost-per-click GoogleAdssettingsforgettingstarted Thesinglemostimportantfactortoensureyourcampaignissuccessfulistofill outallofthesettingswhenyousetupyourcampaign Whateveryoudo,donot rushthroughthecampaignsettings,otherwiseyouwillenduppayingfor advertisingtopeoplewhohavenointerestinwhatyou'reselling I'velistedrecommendedGoogleAdssettingsbelowforreference,butifyouare notsettingupyourGoogleAdscampaignrightnow,feelfreetoskiptotheend ofthischapterforclosingrecommendationsonreviewingGoogleAds campaignsforlong-termsuccess Ifyouhaven'tdonesoalready,createanaccountat https://ads.google.com/home/ Whensigningup,enteryourGoogleaccount,or letthetoolcreateoneforyouifyoudon'talreadyhaveone Oncefullysignedin,clickonthebigbutton“Createyourfirstcampaign” Campaignname: Enteradescriptivenameforyourcampaign Type: Choose“searchnetworkonly”fromthedrop-down Thisisimportant Make sureyouselectthisoption,unlessyouknowwhatyouaredoing,otherwiseyou willalsoendupbuyingadvertisingonlessrelevantsites Select“Allfeatures-AlloptionsfortheSearchNetwork,withDisplaySelect” Whywouldwewanttorestrictourselvesandgiveourselveslessoptionsand features?Chooseit,featuresareawesome Trustme Networks: Unselect“includesearchpartners” WewanttoadvertiseonGoogle,notother smaller,potentiallyless-relevantsites Locations: Ifyouaretargetingcustomersfromaspecificarea,country,stateorcity,enter themostrelevantsettingforyourcustomershere Whateveryoudo,don'tforget aboutthissetting,otherwiseifyou'realocalbusinessyou'llendupbuying advertisinghalfwayaroundtheworld! Bidstrategy: Choose“I'llmanuallysetmybidsforclicks” Thisallowsyoutomakesureyou areonlysettingcost-per-clickbidsyoucanafford Moreonsettingbidslater Defaultbid: Enteranynumberhere,wearegoingtochangeitlater Budget: Enteryourdailybudget 10 AdExtensions: AdExtensions,otherwiseknownassitelinks,areagreatwaytoencouragemore clickstoyoursite Enterasmanyrelevantentriesasyoucan,ifyouhavean officeaddressandphonenumber,useit 11 Schedule: Ifyouareonlyopenduringcertainbusinesshours,enterthehoursyouwantto berunningadshere Forsomebusinesses,it'sOKtorunyourcampaign24/7, becausesomecustomerswillsendanonlineinquiryiftheyarriveatyoursite outsideofbusinesshours Ifyouaresellingsomethinglikealocalfood,suchas apizzashop,youmightwanttorestrictyourcampaignstoonlyrunduringyour openinghours 12 Addelivery: Choose“Rotateindefinitely Showlowerperformingadsmoreevenlywith higherperformingads,anddonotoptimize” Whywouldyouwanttochoosethis,youmightwonder?Youwanttorunyour adsevenly,soyouhavereliabledatawhenyoureviewyourads,andcan objectivelyseewhichadsareperformingbetterforyourgoals Youcanleavetherestofsettingsfornow,hit“saveandcontinue”,andyou're goodtogowithsettinguptherestofyourcampaign Optimizationtipsfortweakingyourcampaignfor betterprofit I'vetouchedonahandfulofsecretsofsuccessfulpay-per-clickcampaigns,but I'mgoingtocoverthemostimportanttechniqueforpay-per-clicksuccess Reviewyourcampaignregularly LeavingaGoogleAdscampaignrunningwithoutkeepingyourheadaroundthe performanceislikeleavingafreighttrainrunningwithoutadriver Regularlyreviewyourad,adgroup,keyword,cost-per-click,andcost-perconversionperformance Thiswillallowyoutobackthewinninghorsesofyour campaign,andswiftlycutthelosers Fortunately,theGoogleAdsplatformoffersendlessopportunitiesfordeep insightsintotheperformanceofyourcampaign Asastartingpoint,belowareexampleareasinyourcampaigntoregularlylook over: -Adgroupperformance Reviewclick-through-rates,cost-per-click,andcostper-conversion Allocatemorefundsfromyourcampaigntowinningadgroups, anddecreasefundsorpauselosingadgroupsifyouseeanyobvioustrends -Adperformance Lookforwinningadswithhigherclick-through-rates,lower cost-per-clicks,andlowercost-per-conversion Pauseexpensiveads,andcreate newadstosplit-testbasedonyourwinners Progressivelybuildupnewadswith higherclick-through-ratesintoyourcampaignovertime -Keywordperformance Reviewwhichkeywordsarerunningatahighercost, whichkeywordshavelowqualityscores,andseeifyoucanpauseanyoverly budget-drainingkeywordswithlowconversions UsingAcceleratedMobilePagesinGoogleAds campaignstoaccelerateyoursales LateSeptember2017,GooglerolledoutAcceleratedMobilePages(AMP) supportforGoogleAdscampaigns Whyisthisimportant?AMPsignificantly increasesloadspeedformobileusers Fasterloadtimesequalshigherconversion rates,andhigherconversionratesmeansmoresales Infact,thesmartladsover atGoogle'sAMPteamreportedincreasesupto80%inmobileconversionrates, anda31%dropinbouncerates,ininitialtestswithaselectfewecommerce retailers Ifyou'rerunningamedium-to-largesizedGoogleAdscampaign,it's worthtakingalook TosayimplementingAMPisextremelytechnicallyinvolvedwouldbean understatement—it'ssomethingthatshouldonlybehandledbythedefthandsof ahighlyskilledwebdeveloper,andbeyondthescopeofthisbook Butthepotentialupsideinsalesmakeitworthalookformedium-to-large campaigns YoucanforwardtheofficialdocumentationbyGooglebelowto yourwebdevelopertoseeifitcanbedone,andreaduponAcceleratedMobile Pages,inthe“Google'sAlgorithmUpdates”bonuschapterlaterinthisbook UsingAMPforyourGoogleAdsLandingPages-GoogleAds https://developers.google.com/google-ads/amp/landing-pages FurtherGoogleAdsresources Ifyouwanttodelvedeeperintothepay-per-clickrabbit-hole,theresources belowareagreatstartingpointforanyonestartingoutwithpay-per-click advertising: UltimateGuidetoGoogleAdWords-PerryMarshall TheUltimateGuidetoGoogleAdwordsbyPerryMarshallisoftenthestarting pointformanyprofessionalsstartingoutwithPPC Offersagreatoverviewof GoogleAdsanddelvesintotheinnergameofsuccessfulGoogelAds campaigns Greatforbeginners,butformoreadvancedtechniquescheckoutthe followingresources AdvancedGoogleAdWords-BradGeddes Ifyouwanttobeapay-per-clickguru,thenlooknofurtherthanthisfantastic guidetoadvancedGoogleAdsmanagement,greatforbothagenciesand businessownersrunningtheirowncampaigns BradGeddes'magnumopuson advancedGoogleAdspay-per-clickadvertisinghasbeenthesecrettreasureof manysuccessfulpay-per-clickconsultants,andreadilyavailableinAmazonand manyotherbookstores PPCHero https://www.ppchero.com/ PPCHeroisloadedwithfreeadviceonthelatestGoogleAdstricksandtips,but alsocoveringfundamentalpay-per-clickmethodsthatneverchange Updated regularly GoogleAdsBlog https://blog.google/products/ads/ Google'sofficialblogforGoogleAds GreatforthelatestGoogleAdsnews directfromthehorse ’ smouth ThatbringsustotheendofthelastbonuschapterofSEO2019,andalmostto theendofthebook MakesureyoudownloadtheSEOchecklistavailableonthe followingpageaswellasreadthroughthefinalchapterforsomefinaltipsin ensuringyouroverallsuccessinrankinghighinthesearchresults Bonus:50pointSEOChecklistPDF DownloadInstructions DownloadthefreeSEOchecklist We’vecreatedanextensiveSEOchecklistsoyoucanmoreeasilyimproveyour visibilityinsearchenginesinstep-by-stepformat,asasmallthankyoufor readingthisbook Itcoversthefollowingareas: -Keywordresearchandfindingtherightkeywordsforyoursite,whichtoolsto use,wheretostart,andsoon… -On-pageoptimizationbasics,optimizingkeywords -Socialmediaandwebanalyticssetuptips -Alltechnicalareascoveredinthebookinaneasytounderstandstep-by-step format,andmuchmore… Wheretoaccessthecomplimentarychecklist TheSEOchecklistisavailableatthefollowingurl https://www.simpleeffectiveness.com/seo-checklist Afterdownloadingthechecklist,makesureyouremembertofinishreading throughthelastchapterofthebookforsomefinalthoughtsandtipsonmaking yourSEOcampaignssuccessful Finalthoughts&tips We'vecoveredalotofground Thisbookwaswritteninapositive,lightandconversationalstyleinthehopeof makingasometimes-difficulttopicreadableforreadersfromanybackground Atthesametime,ifyou’vereadallthewaytothefinishline,you’vecovereda lotofground,including: -ThebasicsofhowGoogleworks -Google'srankingfactors -Keywordresearch -Improvingyoursite'sloadspeed -Optimizingkeywordsintoyourpages -Essentialsforsupportingmobileusers -Linkbuilding,examplesofbeginnerandadvancedstrategies -SocialmediaandSEO -Webanalyticsbasics -CommonSEOproblemsandsolutionsandtroubleshooting -LocalSEOessentials -Microdataandschema.org -StepsforsecuringyourwebsitewithHTTPSencryption -Googleupdates,RankBrain,HTTP/2,FRED,Hawk,andseveralothers -RecentupdatessuchastheMobile-FirstIndexandGoogle’sMedic/YMYL update -Stayingaheadoffutureupdates -BasicsforGoogleAdscampaigns andmuchmore Congratulationsonbeingapositiveandproactivereaderandfinishingthisbook! Theknowledgewe’vecoveredismorethanenoughtogetstartedinSEO It's alsoenoughtoincreaserankings,trafficandsalesifyoualreadyhavemoderate levelsofsuccess Don’tforgetwhywelearnSEOinthefirstplace,detailsareimportant,butdon't getboggeddowninthem Ioftenseemanyreaders,businessownersand marketerslostinendlessarticles,forumsandblogpostsonSEOandnotmaking anyprogresswiththeirprojectsorgoals IfthereisonethingIwantyoutotakeawayfromthisbook,itisn’tanappetite fordetails Iwantyoutofinishthisbookwithapropensitytoaction Ofallthe readersIencounter,themostsuccessfularethosewithapositiveandproactive attitude,whoputtheirnewknowledgeintoaction Remember,whatmattersmostisyouoptimizeyoursitewellenoughtobeat competitors,makesalesandgrowyourbusiness Ifyoursiteshowsstronger signalstoGooglethancompetitors,youwillwinintherankings Most importantly,havefunwithit,makeityourown,bepositiveandproactive! ~ Corrections&feedback Iwantthisbooktobethebestforallreaders,whichiswhyI ’ mopento feedbackfromreaders,andusefeedbackinupdatesasmuchaspossible Evenif youareunhappyforanyreason,noticedamistake,orwantsomethingincluded, givemeachancetofixitandemailmeatadamclarkeseobook@gmail.com I’ll behappytohearfromyou! Whattodonext Whichoneortwosectionsdidyouparticularlyenjoyinthisbook?Ifyouwould likemetowritemorebooksinthissimpleandeasytounderstandformat,please putupsomestars,areviewandanyinformationonanythingyouparticularly enjoyedonAmazon Letotherreadersknowwhat ’ sinstoreforthem Justa smallmomentofyourtimewillmakemyday ForKindlereaders,swipetothenextpagebuttonandratethisbook -AdamClarke ... Googleuse in theirlocalalgorithm,includesbusinesses in thesameindustry usingthesame“virtualaddresses”,businesses in thesameindustryoccupying thesamebuilding,andevenbusinesses in differentbuildingsupto50feetaway... Google’sRankBrain&machinelearning announcement In lateOctober 20 15,Googleannouncedthatitsmachine-learningartificialintelligencetechnologytitledRankBrainhadbeensecretlyinfluencingthe... http://www.rundef.com/setup-http2-support -in- apache MovingtoHTTP /2 withNGINX https://www.nginx.com/blog/nginx-1-9-5/ HTTP /2 FrequentlyAskedQuestions https://http2.github.io/faq/ Google’sInterstitialupdate–A.K.A
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