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7 Expert Tips to Boost Your PPC Performance Today

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Over the last decade, the number of account and campaign parameters to consider has shot up almost 20 times.

How are PPC specialists expected to know which actions to choose for the best results?

And what exactly do you need to do to continually increase performance while staying ultra-competitive in the marketplace?

On August 14, I moderated a sponsored SEJ webinar presented by Adzooma’s Puneet Vaghela and Sal Mohammed.

They shared seven essential PPC optimization strategies that are proven to boost ROI, save time, and reduce spend.

Here’s a recap of the webinar presentation.

 Adzooma’s Puneet Vaghela and Sal Mohammed share seven essential PPC optimization strategies that are proven to boost ROI, save time, and reduce spend. From set up, budgeting and account structure, to the use of data, technology integrations and audience settings, this valuable webinar will cover it all.

So much has changed in the paid search landscape in the past few years. Today, it has become a complex ecosystem with:

With all of this to consider, it’s essential to determine what actions to take through all the clutter of managing a PPC account.

Here are seven areas to consider when optimizing your paid search campaigns if you want to bring the greatest returns.

1. Account & Campaign Settings

No one has an infinite marketing budget, therefore it’s important to find efficiencies wherever possible in your account.

There are three different settings in your account and campaign that you can easily change to boost PPC performance.

Locations

Location targeting

It’s important to use location targeting in your PPC campaigns to drive efficiencies and identify geographic areas with a higher propensity to convert.

It’s one of the best ways to actually reduce wastage in ad spend. Make sure to target your audience in the areas they’re searching.

If you don’t use location settings, you’ll be wasting budget showing ads to people who have no interest in your business.

Location settings also allow you to see in which areas you have the most traction. Therefore, you should concentrate budgets in these areas to maximize the effectiveness of your PPC spend.

Make sure you select the country you want to target when you set up your campaigns initially and then drill down and create campaigns for specific locations for the top-performing areas.

Devices

Device targeting

Ensuring you’re targeting the correct devices is also key to success.

Google has said that about 30–50% of searches on mobile have local intent.

If you’re a business or a high street store, you should be increasing bids on mobile targeting to reach people in the right place, at the right time.

People also interact on devices differently so use the data within your search engine to see which devices are driving the strongest KPI performance and modify bids accordingly.

Don’t worry about bidding too high, the data you gather will help inform you in your most profitable areas moving forward. That extra you spend in the beginning will just help you further down the line.

Ad Copy Rotation

Ad copy rotation

This is something that a lot of people just leave to Google to do for them.

But a lot of advertisers do like rotating ads evenly so they can optimize it themselves.

If the aim of your campaign is for branding, then this works. You can use tag lines from other media channels to support your messaging and then test it. Learn their ad copy to make sure you’re using the right one.

However, if you’re running a direct response campaign, then you should be trying to maximize the number of clicks or conversions coming to your site.

It would be a good idea to allow the system to actually optimize the ads for you based on the best click-through rate or conversion rate.

2. Automated Bid Management

Bid Management in the Engine

You should be using bid management in Bing or Google Ads to make your ads work as hard as possible for you.

Firstly, you need to analyze your data from the engine or analytics to see how many searches people take to convert with you. You need this to know which bidding works best.

You can then set up automated bidding in the engine based on the last-click conversion model if your conversion length is small.

If your conversion length is high, set it up based on a many-per-click conversion model so you can capture all the keywords required for someone to convert.

Bid Management Using Rules

You can also use automated rules to ensure your account is performing to the standards you expect using third-party bid management platforms, such as Adzooma.

When you’ve analyzed the data in your account, you’ll have identified how many impressions, clicks and conversions you need to drive profitability or hit your target KPI.

With this knowledge, you can set up automated rules to make changes to your account based on these criteria and help drive greater performance on your account while saving you time.

Bid management is generally a good strategy, particularly if you’re new and you don’t know which bids you should be putting in and how to manage them.

If you’re a large-scale advertiser and you’re inundated with different campaigns that you’re running, it is also another great thing you can use.

3. Data Integrations

Data integration is vital to any marketing team. There’s an easy way to integrate your analytics data with your search data in one platform.

Google Analytics, even if it’s the free version, is an important tool for marketers as it allows you to make more informed decisions on your PPC spend.

To link Google Ads and Google Analytics, you’ll need administrative access to Google Ads account and edit permission to a Google Analytics account.

Once you actually have the two platforms linked, you’ll be able to see a number of metrics you couldn’t before including:

  • How many of your clicks resulted in new visitors to your site.
  • How long people are spending on your site from PPC.
  • And, using goals in analytics, what actions people are actually taking on your site from PPC.

Using this data, you can see which keywords are working best for site engagement and optimize accordingly based on your KPIs.

If you’re running a branding campaign, you want more people to spend more time on your site and visit more pages if you’re running a direct response campaign, you want more people to interact with specific goals on your site and probably convert at the same time.

With an analytics integration, you can also start creating audiences based on people’s on-site behavior which is really important.

4. Audience Data

Paid search is based on keyword intent – targeting people based on what they are looking for at all times. It’s been like this since the start.

However, today’s climate is very busy with multiple channels, devices, locations, seasonality, increasing competition, and more data than ever been before.

So how do you sort through the clutter to make sure you’re targeting the people most likely to convert with you and thereby maximize the utilization of your marketing budget?

Why You Should Be Using RLSA

Remarketing lists for search ads (RLSAs) were introduced by Google in 2013 and have grown to become one of the most important strategies available to marketers.

Identifying where people are interacting with your site and gauging who are most likely to convert with you is key to increasing efficiency in your ad spend and improving your conversion rate and cost per acquisition or cost per lead.

In Google Ads and Bing Ads, you can create audiences based on which URLs people have visited on your website and then retarget them when they search for other relevant terms to either:

  • Ensure your ad is appearing in front of them (particularly good for generic keyword efficiency).
  • Or show people different messaging to entice them.

You can also use other data, like demographic data, to make your ads even more targeted. However, this is just one aspect of remarketing with audiences.

How to Create More Enhanced Lists for RLSA

Moving further along, you should also be integrating any CRM data with your search platforms to create customer match lists which are audience lists based on the email addresses within your database.

This allows you to target people you know have already interacted with you and creates similar audience lists to target people similar to people who have already engaged with you and should play a part in your CRM strategy.

Linking your analytics platform with Google Ads allows you to use other on-site metrics to create audience lists. Time on-site, bounce rate, goals, pages visited, etc. are all very important in creating audience lists.

This will let you retarget people, not only based on what pages they visited on your site, but also how long they spend. This means you have another engagement aspect you can layer into your audience strategy.

Why is this important?

Audiences allow you to narrow down your targeting ratio.

This means that rather than spending your budget guessing who might interact and convert with you, you can use this data to:

  • Make informed decisions on which groups of people have the highest propensity to convert.
  • Target them specifically – increasing the effectiveness of your media budget.

That’s really important because acquiring a customer can cost five times the amount of retaining a customer.

If you find someone who’s gone to your site and shown interest, then creating a strategy that can reengage or similarly find more people like that user is something you should be leveraging.

Demographic targeting is also key. It enables you to reach a specific audience based on age, gender, parental status, household income, and multiple other variables.

5. Generic Keyword Efficiency

With generic keyword being so expensive, it’s important to use them properly.

Generics are higher in the funnel, used more for research purposes. Conversion rates on generic terms tend to be very low, and far lower than brand terms.

It’s an ineffective way to drive business goals based on a last-click conversion model.

How to Use Generics Properly

You can use generics as a retargeting mechanism – targeting people in your audience lists when they search for generic terms are after visiting your site.

They will have already engaged with you and so they will be familiar with your brand. Thus, when they widen their search, keep your brand at the forefront of their minds and get them back to convert, either through:

  • A different messaging (i.e., put an offer into the ad copy).
  • Or by increasing your bids on your audiences so that you appear more prominently on generic terms at a time when people are more likely to convert.

This will allow you to concentrate your generic keyword budget to an audience with a higher propensity to engage which will drive higher click-through rates (and hopefully conversion rates), reduce impression wastage, and allow you to use your budget more effectively.

Using scripts can make the use of generics a lot easier. If you ensure your generic keywords are only live during certain moments or triggers, it increases their value to your business and makes the use of them more efficient.

One example is if you sell ice cream, use generic terms when it’s really hot to increase the likelihood of people purchasing your product rather than wasting money showing your ad when it’s cold.

How to use generics properly

To run a strategy like this you can either write a weather script in Google ads using an API connection from a weather information source or you can use a third-party platform that already has the API connection set up.

This will allow you to automate the process of activating ads for specific generic keywords based on the trigger you decide.

This strategy can be used with a multitude of triggers such as TV ads, programs, social posts, news articles, stock market fluctuations, pollution levels, sports, and even other events.

Basically, anything that you can get an API connection to, you can feed that back into Google Ads to trigger into a strategy like this.

6. Effective Account Structure

Your account structure forms the foundation of your entire account and how well it will performs.

A broad structure will lead to impression wastage.

A granular account structure may take longer to set up in the short run but will benefit you with more accurate data and bid management capabilities moving forward.

Ensure Your Campaigns Are Split by Products or Categories

Don’t lump random keywords together. This will allow you to write more relevant ad copy based on the keywords in your ad groups and campaigns.

Some people like to use their websites as a touchpoint on how to structure their account and that’s a good idea.

However, if it’s a particularly large website, it can get quite difficult to use so just make sure that you are splitting your products and categories into the keywords that they should be by a group.

If You’re Covering Your Main Brand Term, They Should Have Its Own Campaign

This will allow you to manage the daily budget for this keyword much more accurately than if it’s fighting for budget with other keywords.

The same here comes into effect for your highest performing terms as well, even if they’re generics.

Create Single Keyword Ad Groups (SKAGs), Where Possible

For your top-performing keywords, keep them in their own ad groups to:

  • Make the ad copy as accurate as possible for testing and learning.
  • Give you the ability to manage their daily budgets and bids separately so all your other keywords in your account.

Split Your Campaigns by Match Types

Using the following match types is recommended:

  • Exact match for traffic generation.
  • Broad match modifier to identify new keywords to add to your account.

Why avoid other match types?

  • Using broad match can cause impression wastage and your budget can get depleted quickly.
  • Broad match modified basically can cover all phrase match plus can harness a large net for harvesting new keywords.

This will allow you to manage your traffic drivers more effectively and allocate the correct budget levels to them and then use your remaining budget to invest in broad match modifier terms to harvest new keywords

By following these tips to building a strong foundation in your account, you’ll be able to initially identify your optimal bidding levels and you can then allow the bidding algorithms within the engine or third-party tool you’re using to optimize activity for more secure base.

Once you’re happy with your account structure, you can use numerous review tools to check how it’s performing and benchmark against that.

Using Adzooma’s free Google Ads Health Check tool can help you quickly spot 47 automatic areas on your account to see if it is set up the correct way.

7. Attribution

When most people think about attribution, they think about a complex user journey and having to use a data science team to translate what the numbers mean into actionable marketing ideas.

But attribution doesn’t have to be time-consuming or something only data scientists can do.

Using Google Ads, you can use data-driven attribution to report on your performance and see which touchpoints along the user journey are leading to the conversions on your site.

You can also use it to inform your bidding rules – which keywords to bid on – not based on the last-click model, but based on the effectiveness of each keyword in the journey.

This means that rather than just pausing a keyword because it didn’t result in a conversion, you can now ensure that:

  • You’re visible on keywords that help in driving conversions throughout the user journey.
  • You’re optimized towards the ones which have the greatest impact at the beginning and in the middle of the journey

Data-driven attribution is different from the other attribution models in that it uses your conversion data to calculate the actual contribution of each keyword across the conversion path.

Each data-driven model is specific to each advertiser.

There’s a caveat, however.

Data-driven attribution requires a certain amount of data to create a precise model of how your conversions should be attributed.

Because of this, not all advertisers will see an option for data-driven attribution in Google Ads.

As a general guideline, for this model to be available you must have at least 15,000 clicks on Google search and conversion action must have at least 600 conversions within 30 days.

If you don’t have this volume of data, you can use attribution modeling in Google Analytics to identify your keyword values through the funnel, analyze that manually, and then attribute it back to your activity.

7 Key Takeaways

  • Push some simple change to your account that will make a big difference.
  • Automate the way you manage bids and improve performance.
  • Integrate data to enhance your bidding strategies.
  • Know why audience data is so important and how to use it.
  • Make generic keywords work harder for you.
  • Boost performance quickly with simple account structure changes.
  • Deploy data-driven attribution that drives performance.

[Video Recap] Improve Your PPC Performance Starting Today with These 7 Expert Actions

Watch the video recap of the webinar presentation and Q&A session.

Or check out the SlideShare below.


Image Credits

All screenshots taken by author, August 2019



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SEO

The anatomy of a negative SEO attack

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30-second summary:

  • SEO can just as easily destroy websites’ rankings as it can build them up.
  • Newer websites or startups with smaller backlink profiles are the most vulnerable to negative SEO attacks.
  • Webmasters need to regularly monitor their backlink profile to make sure their site is not keeping company with any questionable web properties.
  • Negative SEO can be remediated through manual outreach or Google’s disavow tool, but high-quality link building campaigns are the best way to minimize the impact of low-quality links.

In the early days of search engine optimization, a variety of black-hat techniques allowed SEOs to dominate the first page of search. Cloaking, keyword stuffing, backlink spam, and other strategies could catapult websites to the first page. But those days are long gone. Google’s algorithms are extremely powerful and can easily result in a negative SEO attack. Not only will black-hat strategies no longer work – they will destroy your site’s rankings and even prevent your domain from ranking permanently. 

So for those out there on the internet who are not interested in seeing your domain move up the first page, black hat SEO is an easy way to harm your website. Many new site owners are so eager to get any backlinks that they can, they allow low-quality links to populate their profile without ever thinking about where those links are coming from, or why those other site owners linked to them in the first place. 

Negative SEO attacks are real. I’ve helped many clients recover from them. They can come from competitors, hackers, or seemingly out of nowhere, but without a quick response, a website’s reputation with search engines can be permanently harmed. 

Although Google algorithm updates or technical issues with your website can impact your keyword rankings, an unexpected drop could be a sign of negative SEO. The good news is, the anatomy of a negative SEO attack is clearly recognizable. If you take quick action, you can protect your website and minimize the damage.

The websites that are most vulnerable to SEO 

The reality is, every time your site moves up a spot in the SERPs, you knock another site down. It’s not fun to imagine that other people would use negative SEO to harm your efforts, but if you offer great service or product that could take business or traffic away from someone else, then your site is at risk.

Any website can experience a negative SEO attack, but local businesses and startups with less than 300 referring domains are the most vulnerable. The smaller your backlink profile, the more impactful any low-quality or unnatural links will be. If 50% of your links are spammy and you’re a brand new site, Google crawlers are going to look at your backlink profile and assume your site is trying to cheat your way to the top. 

For new webmasters, in particular, it’s critical to pay close attention to every backlink you acquire. This is also true when you pay for the services of a link building company. Some site owners are hesitant to pursue link building because they have had negative experiences with SEOs in the past who engaged in these spammy techniques that ended up tearing their site down rather than building it up. 

As your backlink profile grows, spammy links will not have as much of an impact on your domain authority or rankings. Still, it’s good to keep an eye on the referring domains and anchor text diversity of your backlink profile.

How to identify a negative SEO attack

There are a variety of common negative SEO techniques that people may use to harm your website. After handling negative SEO attacks with my own clients, these are the most common types I’ve come across and that I encourage webmasters to be on the lookout for.

1. Toxic backlinks

Backlinks from low-quality sites that have low domain authority, little relevance to your industry, or very little site traffic should always be suspect. If you receive a large influx of these low-quality links, they may be coming from a link farm that has the infrastructure to build a massive amount of links quickly. If you’re a new site with a large percentage of toxic links, Google will likely assume you’ve been participating in black hat manipulation.

A negative SEO attack can be cause by toxic poor quality backlinks

2. Comment spam links

One way SEOs used to manipulate their site authority was by leaving backlinks in the comment section of blogs or forum sites. If you suddenly receive backlinks in the comment section of older blogs with no relevance or traffic, someone might have placed them there maliciously. If it’s an SEO agency that placed the link and you paid for it, fire them immediately. Google indexes those links in the comment section, and it will not look favorably upon your site if you have a lot of these unnatural backlinks.

Spam comments could cause a negative SEO attack

3. Exact match or unnatural anchor text

Natural anchor text will most often include your brand name, the services or products your business offers, or more generic wording like, “Click Here.” If all of your anchor text has the exact keyword you’re trying to rank for, that will come across as manipulation to Google. If the anchor text is irrelevant, it will confuse Google bots about the content of your site. It’s important to pay attention to the most common ways that other sites link to yours so if new links don’t share at least some similarity, you can investigate them accordingly.

4. Fake negative reviews

Although negative reviews don’t have as drastic of an impact on your site authority as your backlink profile, Google does crawl and render those sites when considering whether to rank web pages. Local and small businesses with bad reviews, in particular, will not rank, so in addition to reviewing your backlink profile on a regular basis, site owners should also be monitoring the important review sites in their industry. Most major review sites allow you to report reviews if you have reason to believe they are fake.

There are other types of negative SEO that I haven’t listed here such as content scraping, links hidden in images, and more, but the above are very easily identified using Google Search Console or any type of backlink analyzer. Familiarizing yourself with the many ways that others may try to link to your site in a harmful way will help you be able to identify those problematic links right after they show up in your backlink profile.

How to perform negative SEO remediation

Digging yourself out of a negative SEO attack is never fun, but it can be done. If you’re being a responsible webmaster and monitoring your backlink profile regularly, you should have a solid understanding of what a healthy backlink profile for your website looks like, and will therefore be able to recognize the moment that something appears off.

If you believe that the influx of links is indeed the result of nefarious intentions, you have a few options to repair the damage, and hopefully, before Google penalizes your site. Some of these options are more expensive than others, but if you’re not an experienced webmaster, it is probably best to get the guidance of an SEO expert. If you remove the wrong links, you can end up performing negative SEO on your own website by mistake.

1. Request removal

The first step with any link is to reach out to the webmaster to ask for the link to be removed. Admittedly, this is not always successful. However, before you move on to option two, you want to make sure you have exhausted every effort to have the link removed before requesting Google to get involved. If the link was the result of comment spam, the owner of the blog may be willing to moderate or delete the comment. There have been webmasters who have charged my clients a fee to have links removed. Depending on the price you’re willing to pay, you can choose to do so or move on to other options.

2. Disavow file

In 2012, Google added the disavow tool in Google Search Console to give webmasters more agency in their off-site SEO. The reality is, no one can fully control the websites that choose to link to theirs in a harmful way, so it’s not really fair for search engines to penalize your site as a result. Google recognized this and created the disavow tool, however, they still advise site owners to use it sparingly.

A disavow file is essentially a list of links that you want invalidated on your domain, or that you don’t want Google to consider when evaluating the quality of your website. There are detailed instructions on how to submit a disavow file in the Google Search Console help center. Take note though that these links aren’t actually removed, Google just no longer takes them into consideration the next time they are crawled and indexed. If you’re using an SEO software that measures the quality of your backlink profile, you will likely have to submit the disavow file there as well if you want their metrics to accurately reflect how Google understands your site.

3. Link building campaigns

High-quality, contextual link building is different from black-hat SEO in that it uses original content to earn links on relevant, industry-specific publications. The best SEO agencies will increase site authority the right way, through techniques that are Google compliant and don’t harm your rankings in the long-term. If you are not actively trying to earn high-quality links for your website, not only are you missing out on the opportunity to improve your overall keyword rankings, you place your site in a more vulnerable position. If you pursue consistent link acquisition and build up a healthy backlink profile before a negative SEO attack occurs, you are more well-positioned to avoid a Google penalty.

It is certainly frustrating and unfair when negative SEO occurs, but there is really nothing that a webmaster can do to prevent it. So in the case of negative SEO, preparation is the best medicine. Knowing what to look for will help you be more prepared to take immediate action and minimize the damage. 

Manick Bhan is the founder and CTO of LinkGraph, an award-winning digital marketing and SEO agency that provides SEO, paid media, and content marketing services. He is also the founder and CEO of SearchAtlas, a software suite of free SEO tools. You can find Manick on Twitter @madmanick.





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7 changes make a big difference with your Digital Marketing Strategy

We know that the face of marketing has changed from past few years as people are more informed while making purchases, thanks to the information available online. These people become potential customers, and so companies prefer digital marketing over all other forms of marketing.

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We know that the face of marketing has changed from past few years as people are more informed while making purchases, thanks to the information available online. These people become potential customers, and so companies prefer digital marketing over all other forms of marketing. Businesses need a robust digital marketing strategy since they are not harnessing the full power of this online trend. For companies to be successful in 2020, digital marketing needs to be more than just posting on Facebook. They will need to improve their existing digital marketing continually.

2020-State of Digital Marketing

Online and digital media has changed – it is no longer a world of random things and what is hot now may change later. However, there are a few simple facts that we need to consider your general digital marketing efforts:

Newcomers will enter, but there will not be new social networks every other day.

Digital marketing strategy should rely on current and upcoming new data.

Why you need a robust digital marketing strategy

It will help you focus and come up with a plan to determine how many followers you want and by how much you need to increase the conversion rate

A strategy will inspire you to get your digital marketing game healthy and be in competition.

A well-written plan will regularly check in on your current methods and see if they are working as per plan. You can optimise and adapt accordingly.

A digital marketing strategy will limit the duplication of content or resources.

It will help you experiment with new approaches to gain and keep customers.

By creating a strategy, you will be able to understand what your customers want and provide services accordingly.

Let us discuss in detail some changes that can make a big difference to your Digital Marketing strategy in 2020

1) Plan new SEO friendly content

One of the best ways of improving SEO is to create new content regularly. The content should be mapped to relevant keywords . Include an SEO friendly title that will directly impact the quality score and ranking. You need to ensure that the material consists of researched keywords in the first 100 words of an article to follow best practices and get credit for your business.

2) Revamp your social media presence

One way to engage your audience and refresh your social media presence is to leverage the trends and bring your brand’s personality to life. We can do it in the following ways

Evaluate your content and ask yourself these questions: How is it different? What engaging content can I create?

Moreover, start conversations with influencers, research for relevant topics and provide insight on articles concerning your brand.

With social media, you can keep on trying to get the best content mix, and with platformance analytics, you can understand the what is working and what is not.

3) AdWords and Content Shock

AdWords is one of the most effective methods of online advertising since the business of all sizes can use it to increase leads and customers. With AdWords, you can spend less and still understand how your audience is searching. AdWords is similar to SEO which takes time to evolve your keyword research and strategy to yield results. Google will reward you with an increase in leads to your site if you stick to it. When the creation and distribution of content are costly than the ROI it generates, it is known as Content Shock. It becomes a great asset for small players since they don’t reach the big numbers from the start. Hence, it becomes the tremendous start for small players as they do not need to scale up their digital marketing strategy.

4) Use Analytics to inform A/B testing

Analytics drives digital strategy, and one of the most important things to do with analytics is to engage in A/B testing. You can use the incoming data to apply A/B testing strategy. Finally, A/B testing is the best way to understand your customers. Resources like Google Analytics, Social Media and AdWords, are the best way to improve your digital efforts.

5) Understand the changing environment

Your biggest enemy when it comes to digital marketing is complacency. Due to changing consumer views, marketers need to identify obsolete strategies and adjust accordingly. The brand now focuses on providing content when the user needs it instead of creating content hoping users will need it. This approach requires a strategy. For a full proof strategy in 2020, marketers need to focus on three main elements: Artificial Intelligence, Social Media and Customer. If you look closely at these elements, they influence all the trends like augmented reality, influencer analytics, video marketing, personalisation, native advertising and content marketing.

6) Encourage personalised interactions

Based on a report, 73% of customers will do business with your company if you provide a customised experience. Personalising your communication helps to engage with your customers. Sending personalised emails, modifying templates, using recipient’s name, personally responding on social media and segmenting the email list based on persona are a few ways that can work very well.

7) Build your network

Try to gain information and experience of others in your field. By building your network, you can predict and work as per changing times. The network will help you prepare for challenges in future.

Your 2020 Digital Marketing strategy needs to be like the playbook which is tailored to the team and team’s competition. A simple principle in the digital world is if you don’t establish a baseline of where your company stands concerning the competitors, you will have no idea of the areas you would need to focus on beating them. Your company will really benefit if you make little changes in your digital marketing strategy by keeping track of upcoming trends and changes in the environment. If this seems like a lot, give VajraGlobal a call.

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Why SEO is important for your online success?

A famous saying about SEO is, ‘Google only loves you when everyone else loves you first’. There are some SEO importance statistics which resonates the same.

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A famous saying about SEO is, ‘Google only loves you when everyone else loves you first’. There are some SEO importance statistics which resonates the same. According to a popular report, about 93% of online experiences commence with the search engine. But even then, for a lot of people, SEO is an afterthought, which should not be the case. Instead, SEO is the base, unlike a mere topping on the pizza. Whether you are looking at the importance of SEO for small businesses or a bigger business, the rule of the thumb is to have an SEO strategy right at the beginning. The reason is SEO is all about improving user experience. While you design your SEO strategy, do not forget that search engines measure the overall user experience and decide whether a particular site can go up the search results.

What is SEO?

Before you understand the importance of SEO for small businesses and all the hype that is created around SEO, you would like to understand more about SEO, right. Let us see if we can develop a fair idea about SEO and the important SEO factors.

Search Engine Optimization or SEO is the method of optimizing your content so that a search engine likely shows it up as a top rank after users search for a specific keyword. As per Neil Patel, SEO is that magic that you must perform on your content so that Google includes it as one of the top results when someone performs a keyword search. The SEO importance statistics are enough to highlight the essence of SEO to survive in an online venture.

Why SEO is Important for Online Success?

Now that we have a fair idea about SEO let us understand why SEO is important for online success? In simple words, amateurs might say that it offers greater searchability and visibility, but the truth is it provides a lot more value than that.

SEO helps to get targeted visitors: Among important SEO factors, bringing in targeted prospects plays a critical role. With SEO, you can attract the exact audience you are looking at. Along with apt keywords, quality content, and good backlinks, SEO helps bring in the target audience to your website. The chances of conversion are higher.

Good SEO also ensures a better user experience: Most often, it is seen that businesses want more visibility and higher rankings, but they forget about optimal user experience. Google, which holds a 75% market share in the search engine market, can differentiate between a good and bad user experience. When you invest in quality SEO, you are investing in good user experience. 

SEO impacts the buying cycle: The importance of SEO for small businesses is that it affects the buying cycle. With good SEO, you can convey your messages about the great deals that you are offering to your customers or the uniqueness of the products or services that you are selling to your customers. If done right, it can have a positive impact on the entire buying cycle, thereby contributing to the online success of a business.

SEO is cost-effective: Running a business in itself is a costly affair. To add salt to the wound, marketing costs add to the daily expenses. However, if you are thinking to stretch your marketing costs a bit, then SEO is the economic way to go about it. SEO is a long-term strategy wherein you will get the results after investing the time and effort. 

SEO builds brand awareness: If you are looking at brand building, then SEO has a crucial role to play. One SEO importance statistics : 33% of the average visitors share the first organic search result that Google brings. Few go to the second and from then the numbers dwindle. Ranking high on the search engine helps you build a brand amongst your customers as well as competitors.

Are you still wondering if SEO is essential for online success? If you are, then the answer is, yes it is, Period! People need to find you first to buy your product or services, right?

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