06- Mar2018
Posted By: DPadmin
7 Views

5 ways to improve your search engine marketing campaign

The coming year is going to be a landmark year for local SEO. Google has begun to roll out its mobile-first index, putting more focus than ever on mobile optimization.

Mobile searches are intent-driven, with an immediate local focus at play. Local and national brands will reap big rewards by targeting users when and where they search.

Approximately 50 percent of individuals who perform a location-specific search will visit a store location on the same day. Given the increasing trend of high-intent searches and limited search-engine results page real estate, brands need to work harder to get in front of consumers when they are most likely to purchase.

By adopting a mobile-first focus and aligning with on-the-go user intent, brands can succeed at the local level even if they are competing with brands several times their size at the national level.

What this means is that local search-engine marketing is one way small businesses can truly compete with huge brands — and succeed.

So, how can you put a limited marketing budget to use to reach high-intent customers, edging out bigger brands? Here are five ways to successfully implement location-based targeting in your SEM campaigns in 2018.

1) Adopt a mobile-first mentality

The rise in location-based targeting goes hand-in-hand with the surge in mobile searches. Google noted that searches including “nearby” or “near me” (hyperlocal searches) increased twofold between 2014 and 2015.

Interestingly, this trend is already changing with “near me” and other location-modified searches declining as searchers know their results will be relevant because they were conducted on their phone. Eighty percent of those hyperlocal searches occurred on mobile devices, so you should stop treating mobile optimization as optional.

Implement a responsive design on your mobile website, prominently feature your contact information above the fold and include a click-to-call button to make the path to purchase simple for mobile users.

2) Optimize Google My Business

How can anyone hope to find your business on a results page if you haven’t properly optimized your Google My Business profile? Get featured on the local three-pack when users conduct hyperlocal searches by making your business appealing to Google and to customers.

Pay attention to the details: Ensure that your business is connected to the correct categories to appear in relevant searches; upload attractive, professional photos of your business; and encourage satisfied customers to leave a review to boost your visibility.

3) Account for voice search

At the Google I/O conference last year, we learned that one in five queries via the Google app and on Android devices come from voice search, and that number is poised to increase substantially in 2018. Digital assistants like Siri are improving, and voice searches are becoming more convenient.

Voice searches are all about convenience, and users who are walking or in transit will be posing hyper-specific queries with an intent to buy that day.

To take advantage of this rise in voice search, center your SEO around long-tail search keywords that reflect conversational language. And remember, voice searches aren’t limited to smartphones: Smart home hub sales increase every year, and voice search is a substantial component of these devices.

4) Consider in-store customers

Many shoppers look to their smartphones for information even after they’ve entered your store. This is not cause for alarm. Often, they are searching for product reviews or clarifying which model, size or color of a product they want to purchase, according to Google.

Optimize mobile functionality to assist customers in these moments. Tools like Google’s Proximity Beacon API can help developers create in-store messaging associated with promotions or featured products. Leverage APIs to create an app that can connect in-store customers with product reviews, discounts, related products and helpful FAQs in order to increase conversion and drive brand loyalty.

5) Create compelling local content

An organic method of driving traffic to your website is to write content that is useful for local customers. For example, if you sell mobile devices and electronics in the Houston area, consider writing an evergreen piece of content highlighting the best neighborhoods for cell reception.

In addition, write content featuring any popular geographical landmarks around your business. If anyone searches for businesses near that landmark, your content will improve your location-based targeting capabilities, placing you on more users’ search results.

Using these strategies, you can structure an SEM campaign around hyperlocal searches, driving conversions and increasing overall brand awareness. And the best news for small business owners is that these hyperlocal strategies can help your company compete against competitors and budgets many times the size.

Source: 5 ways to improve your search engine marketing campaign – The Business Journals

29- Jun2017
Posted By: DPadmin
138 Views

4 ways to improve SEO with schema and structured data

4 ways to improve SEO with schema and structured data

4 ways to improve SEO with schema and structured data

The Web is getting more complex, which means good SEO is getting harder and harder. While Google’s crawlers are getting more advanced, they’re still not perfect and sometimes have trouble deciphering information they discover on the Web.

This is where schema comes in.

Schema.org is a collaboration by the major search engines to create a consistent language that helps them understand entities and their relationship to one another. Structured data is one of the best ways for you to communicate important information about your website to Google.

At it’s essence, schema is code typically written in HTML or JSON (I prefer JSON) that helps Google better understand the data on your website. Google has attempted to incentivise the use of schema by displaying rich snippets for domains that use them. These rich snippets are essentially additional text or images that will result in a user being more likely to click on your result. No matter what industry you’re in, you can utilize website schema to help Google better understand your website’s information and improve your SEO.

Organization Schema

Official Documentation: https://schema.org/Organization

Even if you are brand new to the concepts of SEO and structured data as a whole, Organization schema is fairly straightforward and easy to wrap your head around. No matter what industry you belong to, as long as you are a business that sells products or services, Organization schema can be used on your website.

So what is Organization schema? Essentially, what this markup will do is signal to Google crucial information about your website. Within this structured data you can include business information such as your name, address, phone number and associated social profiles (Wikipedia, Facebook, Twitter, etc).

Organization schema can help your website in a number of ways. It can send clearer information about your business to Google. This is especially crucial for Local SEO where it’s important that your name, address and phone number are consistent across the Web. As well, Organization schema improves your chances of receiving a Knowledge Panel. Here it will be especially important to use same properties to associate your Wikipedia page and social profiles.

If you’re nervous about editing the HTML of your website, fear not! I would recommend using a schema generator to get started and then implementing it through Google Tag Manager.

Industry-Specific LocalBusiness Schema

Official Documentation: http://schema.org/LocalBusiness

For some industries, you can make your structured data a little more specific than the Organization schema above. Instead of simply telling Google: “I am a general organization with the following information”, you can give the search engines more detailed data on what your business does. So what kind of industries have LocalBusiness schema available to them?

Doctors? Check

Lawyers? Check

Insurance Agents? Check

Your local mechanic? Check

Whatever broad category defines your industry, try Googling “[Your Profession] Schema” and see if any results come back. If you find one that fits your business, you should use that in place of the Organization schema to be more specific.

Once again this will help Google get a better understanding of your business. As well, in the future, Google could very well offer some sort of rich snippet for your particular industry. If this occurs, you will be well set up for any algorithm changes that may occur.

BreadcrumbList Schema

Official Documentation: https://schema.org/BreadcrumbList

If you’re not using a breadcrumb on your website, I would recommend you consider doing so. Breadcrumbs can be a great way to improve the user experience of a website as they will allow users to navigate through the different page levels with little effort. As well, they can also improve the internal linking structure which is crucial for better distributing link equity throughout your site.

If you’re using a breadcrumb, great! Now it’s time to mark up it up with BreadcrumbList structured data. The BreadcrumbList schema will define each URL in the breadcrumb to Google. This can be beneficial because you can generate a clean looking breadcrumb rich snippet in the search results.

More importantly, you will be giving Google detailed information about the structure of your website. This may not have tremendous advantages if you manage a small ten page website. However, if you have a large eCommerce store, this is extremely useful information to pass along. Google’s crawlers often have a difficult time crawling these large websites and they can potentially spend a lot of time looking at pages they shouldn’t.

However, by implementing the BreadcrumbList schema, you will be giving Google clear information about the hierarchy of your website. This will give it better guidance on how to crawl and discover the pages on your domain. In my experience, if you can make Google’s job easier, this is likely to have a positive impact on rankings.

AggregateRating Schema

Official Documentation: http://schema.org/AggregateRating

Of all of the structured data on this list, AggregateRating schema probably has the most tangible results. If implemented correctly, this type of structured data rewards websites with bright yellow stars that appear in the search results. The final outcome is that search results that display these stars typically end up with higher click through rates. Higher click through rates obviously leads to more organic traffic.

Not surprisingly, this type of schema is extremely popular amongst eCommerce stores as specific product queries typically trigger results with review star rich snippets. For product-centric websites, implementing this type of schema is an absolute must as Google is either already displaying review stars for your target queries or could possibly show them in the future.

However, even if your website isn’t eCommerce, it could still be worth exploring the possibility of implementing AggregateRating schema. There are many examples where websites with non-physical products or services could benefit from this structured data. For instance, after performing a search for “laptop insurance” I can see that Google is displaying review star snippets for the query:

To find an example of review stars, I had to navigate all the way to the fourth page of the search results. None of the websites on the first page have these review stars displaying. This presents a good opportunity for the company to first implement AggregateRating schema on their landing page.

At the end of the day, schema is going to help take your SEO to the next level. As companies invest more and more into in-house and SEO agencies, it’s getting increasingly more difficult to compete in the limited real estate of the organic search results. Implementing good schema will help give your website an additional competitive advantage and can result in Google being more likely to rank your key landing pages.

Source: 4 ways to improve SEO with schema and structured data