Category: Paid Search

05- Aug2016
Posted By: Guardian Owl

SEO Promotion Tricks to Get You on Top –

If you are familiar with basics of SEO marketing but would like to do it more effectively, this brief guide will get you up to speed.

Search engine marketing is a powerful promotional method that can have a dramatic impact on sales if executed properly.

Here are a few expert tips that could help you take advantage of this channel to build long-term revenues.

The most successful digital promotion discipline is known as search engine optimization (SEO) and it relies on the unique nature of online searches to push the most adaptable brands to prominence without a huge investment.

However, not everyone can achieve the same kind of results with it, as some companies easily claim the top spot on the search results page while others struggle to attract any kind of traffic to their websites.

If you are familiar with basic premises of SEO marketing but would like to do it more effectively, this brief guide will get you up to speed and allow you to start thinking about practical applications:

Related Article: Search In the New Year: Understand the Scope of Search Engine Optimization in 2016

1. Localize Your Keywords

Keywords are phrases used to direct online searches, for example, a person from London looking to buy office supplies would probably type “office supplies London” into Google. It is impossible (and undesirable) to optimize your site for every word in the dictionary, so choosing five to 10 most appropriate phrases that best describe your business is mandatory.

If you make “office supplies” your primary keyword, you’ll be competing with companies from around the world, so it makes sense to narrow the field by including a geographic location. In the example, we used as an illustration, the company would benefit from limiting its attention to searches originating from London, or perhaps even to a particular part of the town (i.e. Croydon).

2. Never Underestimate the Power of Links

Google and other search engines constantly upgrade their algorithms to display the most relevant results in recent editions external links have been given a lot of weight. To put it simply, if other, well-respected sites are providing links towards your pages, search engines will take it as a sign that your company is legitimate and its offering is well matched to the current search terms.

It may be difficult for a startup to build a strong inbound link structure, but there are various methods to do this, including blog writing and social media activity. Over time, accumulated links and their corresponding referencing power will push you all the way to the top if you are persistently prioritizing this aspect of your marketing.

Related Article: SEO Friendly vs. SEO Strategy: Why They Both Matter to Business

3. Use Rich Media Content to Boost Your Image

Text is the cheapest category of content it’s fairly easy to populate your site with descriptions of your products and biographies of the founders. However, your brand would be better served if the site also included multimedia content (photos, videos, interactive elements) alongside the text. There are two main reasons for this you will get an SEO boost from rich media elements, but their presence will also impress the visitors following the link to your homepage.

A visitor that encounters a well-made video right after landing on your site is more likely to stay and browse around, giving you additional opportunities to make the conversion. Of course, producing high-quality videos or infographics requires professional skills, so you will need a solid production budget if you want the best results.

4. Mobile Optimization Is Paramount

Your website needs to perform well on any screen size and with any browser so that different users have the same level of functionality. That principle is even more important in the age of mobile devices operated by touchscreens since these systems generally demand a specific layout and less demanding graphics.

Globally, there are more than 1.2 billion users who regularly access the web from their mobile devices, so this is not a segment of the market that you can afford to alienate. You can also think about including some features that are custom-built for mobile access, such as interactive maps based on geolocation or voice search function.

Related Article: How One Utah Moving Company Conquered Local SEO—and You Can, Too

5. Use SEO to Strengthen Your Brand

Most companies rely on SEO exclusively to boost their sales volume, missing the chance to fortify their brand positions at the same time. Search engine optimization will bring potential customers to your doorstep, but you still have to endear them to your brand through various means on your disposal, from charging fair prices to various limited time promotions and loyalty programs.

According to Ranked One, a top-tier Internet marketing agency, we are just scratching the surface when it comes to the use of SEO for branding and we could see a broad array of creative new strategies in the coming years. Social media platforms are extremely important in this sense, as they give you a chance to interact with your customers directly and connect your brand to a broad range of ongoing events from the real world.

Source: SEO Promotion Tricks to Get You on Top –

05- Aug2016
Posted By: Guardian Owl

9 things most people don’t understand about SEO

New to the world of search engine optimization (SEO)? Columnist John Lincoln explains some things you might not know about this online marketing discipline.

woman-computer-annoyed-ss-1920SEO is a complicated discipline. There are many components to it, and best practices change from time to time. Add to that the fact that Google updates its algorithm frequently, causing ranking shifts that are known to make digital marketers lose sleep.

Additionally, Google often releases new technologies that offer alternative ways to rank. That makes the lives of SEOs even more complicated, as they have to overcome a learning curve to properly serve their clients.

One day, it might be easier to become a doctor than an SEO — kidding! (But not really… )

Even now, though, there’s a lot of misinformation (and missing information) about what it takes to rank a page in organic search results. Here are nine things most people don’t understand about SEO.

1. Bigger really is better, in most cases, for big terms

In some niches, Google favors larger sites.

If you’re launching an e-commerce site that sells men’s jeans, it’s not likely that you’re going to rank at the top of the search engine results pages (SERPs) for the search phrase, “men’s jeans.”

Why? Google “men’s jeans” right now and see who’s at the top.

Means Jeans - SEODisregard the sponsored ads, and you’ll notice names like Macy’s, Nordstrom, American Eagle, Levi, and Kohl’s. Do you really think you have the SEO power to knock any of those brands out of their position?

Spoiler: You don’t.

Google will generally favor brands that are household names over new startups when it comes to ranking. That’s because the search giant wants to provide the best possible experience for its users.

So does that mean all hope is lost if you’re running a new company that wants to sell men’s jeans online? Not at all.

First of all, you can optimize for your own brand name. That way, once you’ve got some reputation in your space, people can still find your site by searching for your name.

Also, you can run paid ads. They can put you at the top of the SERPs, but keep in mind that advertising can be costly. As of this writing, the suggested bid for “men’s jeans” is $2.09 per click, according to Keyword Planner, so your margins had better be spectacular.

You should also look for alternative keywords that you can use to promote your brand. You might come across some golden opportunities that even your biggest competitors haven’t noticed.

For example, you might be offering a specific style/color combination of men’s jeans. Optimize your site for a search term that includes that style and color.

2. Websites are broken up into segments

The reality is that you’re not trying to rank a site. You’re trying to rank pages within a site.

Unless you have a site that’s a just a single landing page, then ranking a page and a site aren’t the same thing. It’s more likely that you have various segments on your website, including a home page, a contact form, a blog, a categories page, a price table, an FAQ and possibly other parts. For example, if you take a look at the Levi’s website, they have a structure that breaks the site up into sections for Men, Women, Kids and so on.

Some of those segments are more valuable than others. For example, you’re probably not interested in ranking your contact form. However, you certainly want to rank the content on your blog. Focus on ranking pages that will reel in potential customers from the SERPs. Then, use your favorite method to capture their contact information and add them to your email list.

3. You might just need to rank for a few terms

You might think that to be successful in SEO, you have to rank for dozens of search terms in the top three positions. That’s not necessarily the case.

If you’re in a micro-niche or your target market is very narrow, it’s likely that you can get away with just ranking for one or two terms. For example, if you’re selling “disc profiles,” you are going to make most of your revenue from a few core terms.

Disc Profile ExampleThe main point here is that for some sites, ranking for lots of terms makes sense. For others, you can make great money just targeting a few core terms.

4. Content marketing is very competitive

You’ve probably heard “content is king.” Unfortunately, so has everybody else in your niche.

That’s why you need to be at the top of your game when it comes to inbound marketing. Invest the right amount of time and money into keyword research, hire the best writers, update your blog consistently, and pull out all the stops to create attention-grabbing headlines with amazing content.

I recommend using BuzzSumo and Moz Content. Both allow you to analyze a site’s content, uncover their strategies, track the new content they create and search the most popular content. Both create some pretty nice reports, too.

Take a look at your competition — then make a better page for your site.

5. Early adoption pays off

As we’ve seen, Google is known to release new technologies from time to time. Some of those technologies can help you rank in the SERPs.

That’s why you should be an early adopter.

For starters, take a look at accelerated mobile pages (AMP). That’s an open-source project backed by Google that enables webpages to load lightning-fast on a mobile platform. AMP pages can appear at the very top of mobile search results in carousel format. You can see a visual of this in the video below:

Video Player


Speaking of mobile, make sure that your site is fully mobile-friendly. Google uses mobile-friendlinessas a ranking factor for mobile search results, so if you expect your site to rank there, it had better behave well for a mobile audience.

Finally, be an early adopter when it comes to using HTTPS on your website instead of HTTP. Even though Google announced back in 2014 that it was giving secure sites a ranking boost, a lot of sites have still stubbornly refused to make the switch. If you want to potentially have an edge on your competition, use HTTPS.

When it comes to SEO, you need to be the first to market with new technology. These are just a few examples. It takes time to plan, develop and execute, so it is always a good idea to start when the news of new tech breaks.

6. SEO can be used to target different global markets

Did you know that you can rank your site in different countries? If your product or service is something that can be appreciated by people outside the United States, you should optimize your site for an international audience.

One way to do that is by offering a country-specific domain — for example, if you’re targeting people in France, you can use the country-code top-level domain (ccTLD) of .fr. You can also host separate content for each different country on a directory or a subdomain.

When targeting other markets, don’t forget to translate your content into the appropriate foreign languages. After all, you can’t expect your content marketing efforts to be successful if people in foreign countries can’t read your articles in their native language.

You should also register your business in foreign countries, list your business in web directories specific to those countries, and even have your site hosted in those regions.

Here is a client we recently pushed into 27 different countries and languages. Check out this growth in Italy alone.

SEM Rush Italy

7. There are lots of ways to be visible in Google results

You might be under the impression that the only way to rank in Google is by building backlinks and using on-site SEO so that a page ends up as high in the SERPs as possible. However, there are other ways to gain visibility and visitors from the SERPs.

For example, if you can get into Google’s Knowledge Graph, your brand can potentially earn a prominent spot at the top of the SERP, to the right of organic listings. It’s quite an effort to get a Knowledge Graph entry, but once you do, you could give your brand a big boost.

You can also stand out from the crowd by using structured data markup to display rich snippets, which are visual enhancements to a SERP listing. Structured data markup is added to your website code to provide Google with more information about the content on your site.

If you Google “best pancake recipe” right now, you’ll see results that include aggregate ratings in the form of stars. You’ll also see calorie counts. Those are rich snippets, and they make the listing in the SERPs stand out.

By the way, you’ll also see that there’s a direct answer at the very top of many search engine results pages. That’s another way that you can achieve search visibility: by establishing your site as an authority in your space and producing content that Google determines to be a quick answer to a user’s query.

If you have a brick-and-mortar business, you can also rank within the local 3-pack. If you Google the name of your city plus the word “plumber,” you’ll see a map below the paid ads at the top. Just below that map, you’ll see three listings in your area. (To get started with local SEO, check out Marcus Miller’s “The big picture guide to local SEO: ranking in 2016 & beyond.”)

As discussed above, publishers can rank by appearing at the top of the mobile SERPs when they implement accelerated mobile pages (AMP).

Here is a list of common result types that appear in Google’s blended search results pages:

  • Organic listings
  • Knowledge Graph cards
  • The local 3-pack
  • Instant answers (also known as “featured snippets”)
  • AMP carousel
  • Google Images
  • Google Videos
  • Google News

SEMrush and many of the other SEO ranking tools actually report on these varying result types now, which is great.

SEM Rush ReportThe main point is, there’s more than one way to win.

8. There are many different specialties in SEO

Search engine optimization is a broad online marketing channel that includes a handful of niche disciplines. There are SEO practitioners who specialize in technical SEO, link building, content marketing, local SEO, international SEO and more.

And guess what? Each requires a different skill set.

Bottom line: You need to determine first how you want to rank a site and then select the appropriate campaign strategy.

9. There are other search engines besides Google

Sure, Google is the undisputed leader in web searches. That doesn’t mean that other search engines don’t exist and that people in your target market don’t use them.

The most obvious competitor to Google is Bing. That’s Microsoft’s search engine, and as of this writing, its share of search traffic is growing faster than Google’s.

And don’t forget about YouTube. Believe it or not, YouTube is the second-largest search engine in the world behind Google.

Of course, there’s also Amazon. You might think of Amazon as more of an e-commerce giant than a search engine. However, it’s the starting point for 44 percent of consumers searching for products.

When you’re optimizing your content assets, make sure that you take into account the broad spectrum of search engines that exist online. Where you choose to focus your optimization efforts will depend on your goals online.

There is a lot to know

What you don’t know can hurt you when it comes to SEO. Going forward, it’s important that you also keep up with the latest changes in SEO best practices — otherwise, your future optimization efforts might fall flat.


Source: 9 things most people don’t understand about SEO

05- Aug2016
Posted By: Guardian Owl

The Effectiveness of Search – Search Engine Journal

How does your SEM strategy affect your bottom line? Let’s take a look at how search plays a role in your marketing goals on Search Engine Journal.

SEM is considered one of the most powerful marketing channels. But does SEM really help drive traffic to your site?

It’s a question many search marketers have heard from clients ?, especially since SEM is taking up a large chunk of marketing budgets.

With so much of our time being spent optimizing for user experience and so much of our work measured on conversions, SEM has become a major part of our marketing roadmap — a new way to optimize your brand without leaving your desk.

Understanding the success of your search campaigns is a must for any business looking to drive traffic to their website. To better understand the effectiveness of SEM, let’s look at the research.

In An Overcrowded Space, SEM Finds Your Niche

SEM’s effectiveness is dependent on how strategic you are in your roadmap.

When your tasks and goals are clearly defined, and you have a little wiggle room for experimentation, SEM will be a consistent lead generation for your business.

“Search engine marketing and search engine optimization are critically important to online businesses. You can spend every penny you have on a website, but it will all be for nothing if nobody knows your site is there.” — Marc Ostrofsky, Author of Get Rich Quick

Take a look at these case studies to investigate how SEM can be a lead generator.

Teri Merrit discusses how Marriott International used SEM and SEO to drive demand and customer engagement to book group meetings. By setting growth metrics and tracking the analytics, they exceeded their total booking revenue, received a high conversion rate of 14%, and increased online submissions by 84%.

In 2015, Seer Interactive had 76,587 incremental conversions on Bing Ads for all their clients. One of their clients generated $461,159 in revenue from just Bing Ads! I’m not surprised because Bing has seen a massive 35% click growth year over year.

No, this isn’t magic. It’s the work of a great SEM strategy. Some industry experts would argue that it isn’t SEM itself, but rather improvements from the business as a whole. As you can see from above, the proof is in the numbers.

Search Ads Drive In-Store Sales

For businesses who want to see in-store sales, search ads seem to work the best.

Consider case studies like this one from Century Novelty. Utilizing Bing Shopping Campaigns Century, Novelty saw an increase in revenue by 1237% and return on investment grew by 20%. This isn’t shocking, as 25% of clicks on Bing Network are queried only through Bing.

Or, look at this study from Pinterest and Oracle Data Cloud. Together, they measured in-store sales of 26 different Promoted Pin categories. The results? Promoted Pins drove five times more incremental in-store sales per impression.

And, of course, Facebook recently launched several new local advertising options. French retailer E.Leclerc tested a Local Awareness campaign, and they saw 12% of clicks on their Facebook ads were then followed by an in-store visit within a week.

Chobani even saw a 9% increase in sales by utilizing SEM and SEO on multiple search engines.

As you can see above, research has proven that a strategic approach to search ads can not only build awareness but improve your bottom line.

SEO + PPC Create SEM Harmony

It is beneficial for a business to combine the powerful forces of SEO and PPC together if you need to produce results at a faster rate.

The reason is that new SEO tactics take time; since you don’t know what to expect from your competitors or the SERPs, you are inclined to create an SEO strategy for long-term growth.

With a PPC strategy, you know what lies ahead. Growth and lead generation require less time.
The combined efforts of SEM creates benefits in other ways too; it’s best to start with an idea and experiment to see what works best in your niche.

Let’s take a look at a few case studies:

  • Maryland Tub & Tile partnered with G3 Group to restructure their PPC campaigns and overhaul their SEO strategy. The combination of paid search and organic resulted in 325% increase in traffic.
  • Hedges & Company saw a 30% increase in sales from organic traffic and a 68% increase in PPC traffic with an automotive client.
  • Through targeting more relevant keyword terms, A/B testing, and creating content that attracts links, Digital Third Coast increased organic conversions by 49.4% and gained 851 view-through remarketing conversions for Olivet Nazarene University.

The SEM strategy you create impacts the overall goals of the business. When deciding what tactics will fill your marketing calendar, be specific; test until you discover what is most effective for your brand.

Image Credits:

Featured Image: Image by pressmaster/depositphotos

Source: The Effectiveness of Search – Search Engine Journal

05- Aug2016
Posted By: Guardian Owl

3 Paid Marketing Secrets that Will Double Your Brand’s Reach Overnight – Forbes

If they find your brand, it is because they want to, not because they were lead there by advertising or flashy marketing tactics.

As a content marketer, I am a huge fan of letting new customers find your company naturally.

It’s basically “permission marketing.”

If they find your brand, it is because they want to, not because they were lead there by advertising or flashy marketing tactics.

But there is a problem.

The competition has risen so much in recent years that the odds of you being heard through the noise without some sort of paid marketing are slim to none.

I know that outbound marketing is thought of as a four letter word.

But here’s the thing.

Most consumers do not hate outbound marketing.

They hate irrelevant and pushy outbound marketing.

So how can you create paid marketing campaigns that engage potential customers and generate positive feedback?

Recommended by Forbes


Photos: The Richest Person In Every State


ONE Championship Founder Chatri Sityodtong Bringing MMA To Forbes’ Global CEO…

Let me show you.

1. Improve Your Ads Quality Score

It doesn’t matter how amazing your landing page is, how well optimized your home is, or how kickass your product it.

If users are ignoring your advertisements, all of that effort is in vain.

You have to create engaging and high quality ads if you hope to compete in the crowded online business world.

So how do you measure and improve the quality of your ads?

By analyzing the quality/relevance score.

This is a score that is available within most advertising platforms, but today, I will focus on Google GOOGL +1.20%, Twitter TWTR +0.72%, and Facebook FB +0.59%.

Google Adwords

There are five major ways that Google determines the quality and relevance of your ad.

You need to understand and master all of them.

The quality of your ad will determine how much you pay per click, your maximum bid, and your rank in auctions.

Do you see why this could be important?

I hope so.

Anyways, here are the five things that Google uses to determine your quality score.

  • The past performance of your account
  • Relevance of your keywords based off of the advertisement
  • The relevance of your ad’s copy
  • The click through rate
  • The quality of your landing page.

Optimizing all 5 of these metrics is extremely important if you want to stand any chance at succeeding with Google Adwords.

So do your research and improve that quality score!


The way that Facebook ranks ads is a little bit different from Google.

Instead of focusing on the quality and relevance of your ads, Facebook predominantly cares about relevance.

What this means is that you can have a mediocre ad perfectly targeting a selected demographic and Facebook will love you for it.

If you want to maximize your Facebook relevance score, you first have to understand whoyou are marketing to and then build your ads accordingly.


Have you ever heard that Jack Johnson song “3 R’s”?

Reduce, reuse, recycle.

Well, with Twitter ads, they determine your quality score based off of another 3 R’s.

Except this time, they are resonance, relevance, and recency.

These three metrics can be summed up quite easily.

Resonance: Is your audience resonating with your content? Are they retweeting and sharing on a regular basis?

Relevance: Does your audience care about your content?

Recency: Is your content new?

If you can master those three R’s, then you can master Twitter ads.

2. Utilize the Power of Emotion in Your Advertising

Most ads suck.

Like they really suck.

Don’t let this be you.

If you want to have any hope of standing out in the overcrowded marketing of social media and PPC advertising then you have to learn how to create great ads.

The key to a great ad is to spark emotion within your audience. The two emotions that generate the most conversions among advertisements are awe and laughter.

If you can create a sense of awe among viewers or make them fall out of their chair laughing then conversions are all but guaranteed.

While the exact methods for doing this will vary based off of your target market, a good place to get started is by watching Super Bowl Ads from years past.

Analyze the ads that evoke emotion — ads that made you laugh and the ads that made you sit back in awe.

Take note of how the ads accomplished this and then learn to replicate the effects in your own campaigns.

3. Master Demographic Targeting

One of the most important things that you can do when you are trying to create successful PPC advertising campaigns is to target the right demographic.

If you are not targeting your ideal audience than you are wasting precious time, money, and ad impressions.

Nearly every advertising platform allows you to specifically select your target demographic for your ad.

You want to make sure that you are as specific as possible.

Not only will a well targeted ad improve your overall ad quality/relevance score, but it will lead to more conversions because you are targeting people who actually want to buy.


The world of paid advertising is not an easy one.

There is a steep learning curve and you will probably lose money before you make it. But in the modern market, it is an absolute necessity.

Equipped with these three tips, you are off to a good start.

So do your research, get in the trenches, and start mastering paid ads now so that you can sit back and enjoy the rewards later.

What is your best paid-marketing secret?

Source: 3 Paid Marketing Secrets that Will Double Your Brand’s Reach Overnight – Forbes

16- Feb2016
Posted By: Guardian Owl

Guardian Owl D I G I T A L (@guardian_owl) • Instagram photos and videos

[G o o d] Morning #digital friends! Not sure where we’d be without ☕️????.#didyouknow Neurofuse, one of the most popular nootropic formulations out there, was originally developed by Harvard students looking to gain an academic edge but not interested in the risks associated with prescription products. They built a safe and effective formula and recently released it publicly. Read the full article —> #google #instadaily#instapic #instagood #guardianowldigital #louisville #coffee #coffeeaddicts#me #love #energy #awake #business #women #girlboss #marketing#professional #life #goodmorning #googlepartners #louisvilledigital #tech #technology #entrepreneur #seo #sem

[G o o d] Morning #digital friends! Not sure where we'd be without ☕️?. #didyouknow Neurofuse, one of the most popular nootropic formulations out there, was originally developed by Harvard students looking to gain an academic edge but not interested in the risks associated with prescription products. They built a safe and effective formula and recently released it publicly. Read the full article —> #google #instadaily #instapic #instagood #guardianowldigital #louisville #coffee #coffeeaddicts #me #love #energy #awake #business #women #girlboss #marketing #professional #life #goodmorning #googlepartners #louisvilledigital #tech #technology #entrepreneur #seo #sem #keurig

A photo posted by Guardian Owl D I G I T A L (@guardian_owl) on

09- Feb2016
Posted By: Guardian Owl

Super Bowl Ads drove 7.5 incremental searches for Advertisers

Google stated that 82% of TV ad-driven searches during the Super Bowl occurred on mobile devices. This year, the ads drove 7.5 million incremental searches during the game which was a 40 percent higher lift than last year.

The winning Super Bowl Ad of 2016? Audi, “Commander” won the top spot.  Four of the top five ads driving lift in brand search were from automotive manufacturers: Audi, Acura, Honda and Kia.