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A Guide to Every Automated Google Ad Type

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Google Ads has made a big push toward automation, with rapid-fire changes to automated bid strategies and ad types in particular.

While the goal of automation is to streamline and simplify, the constant platform updates can cause confusion rather than clarity.

In this guide, we’ll break down every available automated ad type.

You’ll learn the difference between options and naming conventions, as well as when to use each one, so you can confidently make the best decisions for your campaigns.

Google-Created (Auto-Applied) Assets

First on our list of automated ads are those that Google automatically creates on your behalf, without any input from you.

A Guide to Every Automated Google Ad Type

You may not even realize these ads and assets are running, and they may not be compliant with your branding guidelines, so they’re important to review.

When to Use (or Avoid) Auto-Applied Ads & Extensions

You don’t have to do anything for Google-created assets to run (not even approve them!)

If you’re short on time or need some fresh ideas, you can effortlessly run auto-applied ads to test new messaging. Google states that using additional creative may improve your CTR.

However, if you need tight control over your ad messaging (including regulated industries), you may prefer to opt out of auto-applied ads to avoid the risk of non-approved ads slipping through.

Auto-Applied Ad Suggestions

Your account is automatically opted-in to Google Ad suggestions, which you’ll find on the Recommendations page of your account.

Google may add as many as 50 suggested ads per week (though it will likely be fewer).

google ads automated suggestions

With Ad suggestions, Google creates new ad variants for you to approve, edit, or dismiss.

If you do nothing, the ads will automatically launch after 14 days.

Ads that are auto-applied (as opposed to manually approved) are marked as “Auto-applied ad suggestion.”

Ad suggestions are based on existing ads and landing pages, and are generated using “a combination of human review and machine learning.”

To opt out of Ad suggestions at the account or MCC level, follow these instructions.

Automated Extensions

As with auto-applied ad suggestions, your account is opted-in to automated extensions by default.

However, Google doesn’t notify you of their creation and doesn’t seek your approval before they run. In fact, the actual assets that are featured in the ad are never shown in the interface.

Automated extensions are found in their own tab within Ads, and can include call, message, sitelink, structured snippets, location, seller ratings, and callouts.

google ads interface showing automated extension report

Unlike Ad suggestions and many manual ad extensions, you can’t measure or compare performance of automated ad extensions.

The metrics shown in the table refer to performance of the entire ad, not the specific extension type. The “this vs other” segment is not available in this view.

Opting out of automated ad extensions is also a bit more involved than opting out of Ad suggestions. Each extension type is managed separately.

drop down of automated extensions

You may have noticed from the dropdown list that one of these extensions is not like the others.

“Longer ad headlines” allows description lines that are complete phrases or sentences to be moved to the headline when your ads are served in the top positions on Google.

You can turn off extensions and longer ad headlines by following these instructions.

Responsive Ads

Think of responsive ads like a “mix and match” game. You enter in multiple headlines, descriptions, and images, and Google picks combinations of those assets to serve across the Google Network.

A Guide to Every Automated Google Ad Type

Responsive ads are so-named because they give Google the assets it needs to “respond” to different audience intent and formatting requirements.

Users are served uniquely assembled ads based on their search queries, device type, or the ad specifications of the site they’re visiting.

When to Use (or Avoid) Responsive Ads

Google is making a clear push towards responsive ad formats, and marketer resistance may be futile. That said, here are some things to consider while responsive ads are still optional.

First, Google’s premise is that through machine learning, it will essentially “personalize” the right message for each user.

But as Richard Beck – BS, MCIS writes of Artificial Intelligence, “it makes no logical sense to claim you can do something very complex… and you’re 20 years away from something rather basic in comparison.”

Consider how frequently Google makes questionable ad serving decisions. For instance, matching a search for “soft suitcase” to the keyword “software.” Or serving irrelevant ads when better matches were available for a keyword.

Whether Google’s machine learning is lacking or their profit motivations aren’t aligned with yours, it’s a stretch to think that either problem will be solved through using an ad type that gives them even more control.

Additionally, no matter which ad assets are used, each ad is allowed only one final URL. It’s hard to experiment with radically different ad ideas if the landing page can’t match the different messages.

And since each asset has to make sense with every other asset, it can be more difficult to create interchangeable “building blocks” than just writing separate, distinct ads.

All that said, responsive ads can still save you time, and may outperform existing ads. We’ll address the specific advantages of responsive ad types below.

Responsive Search Ads (RSA)

Responsive search ads run on the Search Network, and let you enter up to 15 headlines and 4 description lines in a single ad. Google then selects up to 3 headlines and 2 descriptions to run as an expanded text ad.

You can “pin” your text to position to ensure a specific message always runs in a specific spot.

If you have lines of text that must show in an ad (for legal or branding reasons), be sure to pin to H1, H2 or D1, since H3 and D2 don’t always appear.

If you pin more than one headline or description to any one position, they will rotate.

google ads interface for rsa ad creation
While RSAs allow Google to run multivariate ad testing, Google does not reveal the results of specific combination tests.

In other words, even if the aggregate CTR is higher with a responsive ad, you don’t know which asset combinations contributed to the lift. You’re also in the dark about the impact of specific messages on conversions.

You do have the option to see the top responsive search ad combinations that ran, but these are sorted by impressions, with no details for clicks or any other metrics.

Responsive Display Ads (RDA)

As of late 2018, Responsive Display Ads are the default ad type for the Google Display Network.

All the automated ads mentioned above are practically indistinguishable from their manual counterparts.

RDAs, however, have a distinct look that’s accomplished only through this ad type:

examples of responsive display ads

With RDAs, you can add up to:

  • 15 marketing images.
  • 5 videos.
  • 5 logos.
  • 5 headlines.
  • 5 descriptions.

There’s a bit of a learning curve with RDAs, so give yourself some time when you’re first setting them up.

(Pro tip: the call to action text is “automated” by default. Be sure to select an appropriate CTA under “more options” if you don’t want it to rotate through irrelevant CTAs.)

Unlike traditional banner ads, you don’t have to create multiple sizes or dimensions of an RDA. The “responsive” nature of this ad type automatically fits your ad to spec.

And unlike RSAs, you can see an indication of asset performance with RDAs. Just click “view asset details” on your ad. Your assets are given a rating of:

  • Learning (not enough data)
  • Low
  • Good
  • Best

Select “Combinations,” and you’ll see your top performing “image-text-logo” pairings. But similar to RSAs, this view is not particularly useful, and no actual metrics are revealed.

rda assets and ad combinations

App Install Ads

App Campaigns (formerly known as Universal App Campaigns) are effectively responsive campaigns, although they don’t share in the “responsive” naming convention.

Ad assets for App Campaigns can include:

  • Four “mix and match” independent lines of text
  • Up to 20 each of images, YouTube-hosted videos, and HTML5 creatives

Once your assets are uploaded, they behave very similar to Responsive Display Ads. The performance reporting is similar to RDAs as well.

google ads app install screenshot

Dynamic Ads

Our final category of automated ads is known as “dynamic.” Think of dynamic ads like personalized email marketing, or mail merge if you’re old school.

A Guide to Every Automated Google Ad Type

The dynamic ads you create with Google Ads use a “mail merge” type of functionality to pull from a data source (such as keywords, websites, targets or product listings) and customize your ad with unique information, including specific final URLs.

If you’re still not entirely clear on the difference between responsive and dynamic, think of it like this:

Responsive ads get all their content from the assets you create in Google Ads; dynamic ads get their content from external sources.

When to Use (or Avoid) Dynamic Ads

Dynamic ads need more structured data and formatting than other ad types. They can require technical setup, and your data sources must be carefully curated to avoid nonsense ad variations.

Because you’re front-loading additional work, it makes sense to use dynamic ads only if they’ll save you time down the road.

For example, if you were emailing two friends, you wouldn’t create a database – you’d be better off copying and pasting.

Using dynamic ads is a smart choice if you have a large catalog, data feeds, or bulk updates to make. These ads let your messaging stay fresh while keeping your ad set small and edits to a minimum.

Dynamic (Customized) Text

You can use dynamic text in your existing text ads to customize your message without editing or creating multiple new ads.

A Guide to Every Automated Google Ad Type

Keyword insertion includes your matched keyword in the ad text to create an ad that’s specific and relevant to the search. Countdowns build urgency by showing the time remaining on a sale or event.

Ad customizers update your ad’s headline and description with your business data, such as locations, products and pricing. IF functions use “target” inputs like device and audiences to show custom messaging on the Search network.

Dynamic Search Ads (DSA)

Dynamic Search Ads use your website content, rather than a designated keyword list, to identify relevant searches and display your ad.

You select categories or webpages to include and exclude, and create description text. Google then uses your pages to match content and generate headlines and final URLs.

dynamic search ads setup screenshot

DSAs can be a good solution for large ecommerce sites. You can maintain coverage of your inventory without building keywords and ads for each and every product.

You can also review search term data to find coverage gaps and new keyword opportunities for the ads you’re managing.

DSAs are not right for every business. Daily deal sites, restricted industries, and Flash or image-based sites won’t work with this ad type. Be sure to review the policies and ensure your DSA ad groups are set up for success.

Shopping Ads & Dynamic Remarketing

Although they don’t share the “dynamic” naming convention, all Google Shopping Ads are dynamic by nature. They’re populated from a feed (Merchant Center), and there’s not a 1:1 relationship between a single ad creative and a URL.

dynamic remarketing example of eye glass ads

Dynamic remarketing ads are actually what you’d expect from the name; they show the specific content your prior visitors viewed on your website. These ads are populated from Merchant Center or your business data.

Dynamic remarketing campaigns can also support dynamic prospecting (scroll down the page for details), which isn’t a separate ad type but which uses machine learning and data feeds to reach new customers.

Phasing Out: Dynamic Display

Google Ads seems to be transitioning away from “Dynamic Display” as a naming convention.

Support information about Dynamic Display ads now redirects to Responsive Display or Dynamic Remarketing articles. The naming difference is subtle, but Dynamic Display (as opposed to Responsive Display) refers to ad templates that are no longer available in the interface.

While the Dynamic display ad feed is still currently supported, the name appears to be in transition. The Google Ads help link “Learn more about dynamic display ads feeds” now redirects to “Create a feed for your responsive ads” instead.

google ads screenshot of dynamic display ad feed dropdown

Conclusion

Google’s move toward a more automated platform has pros and cons for advertisers.

Set yourself and your clients up for success by using automated ad formats that save time and bring great results.

While you can stick with manual ad types for simpler campaigns (for now), knowing when and how to use automated ads will give you a marketing edge.

More Resources:


Image Credits

All screenshots taken by author, September 2019



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Why behavior analysis is important online business

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30-second summary:

  • A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.
  • In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners.
  • Developing analytical skills can help you better manage these obstacles.
  • MD of SEO Discovery shares a guide to help you understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.

In today’s digital age, the customer journey is getting complex day by day and if you are doing online business then it’s vital to understand your customer journey. A typical consumer now owns an average of 3.6 devices which means a person’s journey may start from a laptop and end on a mobile or a tablet.

In the ecommerce business, the cart abandonment rate is the thing that haunts most of the business owners. According to Statista, 88.05 percent of online shopping orders were abandoned in March 2020 worldwide, which means over 88% of people added selected products into the cart and left without buying for various reasons. This is a massive business opportunity loss for ecommerce players.

Developing analytical skills can help you better manage these obstacles. Without adequate knowledge of analytics, your marketing won’t work because you won’t know what worked and what didn’t work. All the marketing suits come with analytics tools to help perceive the behavior, engagement metrics, and demographics of the visitors coming to a website. The most common web analytics tools are Google Analytics, Adobe Analytics, Kiss Metrics, and Mixpanel. They generally come with the following features and capabilities:

  • Real-time analytics
  • Mobile analytics
  • Attribution modeling
  • Segmentation
  • Ecommerce tracking
  • Funnel analysis
  • Cohort analysis
  • Cross-device tracking
  • In-page analytics (Session recording, click tracking, heatmaps)
  • Goal conversion tracking
  • Event tracking
  • A/B testing

Every feature has its own data sets which can be compared to help you make informed decisions. Today we are going to understand Cohort Analysis and Behavior Analysis to eliminate roadblocks and improve engagement.

What is a Cohort Analysis and why is it important?

Cohort analysis is a subset of users grouped by shared characteristics. It simply allows you to compare the behavior and metrics of different cohorts over time.

Cohort Analysis Example – Finding Engagement Drop

Let’s suppose you have an online food ordering website/app and using acquisition date (when users started their first sessions) cohorts you can find out when in the customer lifecycle your users tend to drop off.

Cohort table for behavior analysis

The best way for visualizing this data is to chart out the retention curve, portraying retention over time.

Cohort Curve - Behavior analysis

This retention curve clearly reflects the most important insight – around 75% of the users stop using the website after the first day. We can see a downfall in the engagement. Hence, it’s evident to improve the overall experience and abet customers through daily offers/coupons to boosting retention.

Cohort Analysis Comparison – Organic vs Direct

The below cohort analysis indicates that organic traffic has a better retention rate than direct.

Cohort - Organic vs Direct - Behavior analysis

 

Visitor behavior analysis and its importance

It’s a process of tracking user behavior on a website and there are some great tools in the market that give accurate information. Tools like Hotjar, MouseFlow, Crazy Egg record visitor sessions to see how visitors are navigating on the website. They also offer click tracking and heatmaps to analyze the most engaging and ignored (skipped) elements on a page.

Screenshot - Mouseflow - Understanding visitors' behavior analysis

If you look at the above heatmap, you would notice that no one bothered to click on “PORTFOLIO” in the top menu, which means people aren’t interested in see the portfolio. Maybe we have to replace it with something more interesting (like Case Studies, Achievements, and more) which grabs a visitor’s attention. These kinds of insights help you add/remove elements to improve page engagement.

Using filters, you can further segment your audience to dig deep and pull out actionable insights, see those filter below:

Screenshot - Mouseflow_Filters

In Google Analytics, behavior flow gives you a visual presentation of how people are navigating on your website. You can apply segments to get a deeper view of their behavior and it also enables you to apply different dimensions on top of these segments to get actionable insights.

 GA Behaviour Flow

The power of these analytical tools lies in the fact that it allows you to view which customers leave and what’s making them leave your website/app – so that you can fix it. You can also hire a professional digital marketing agency that can help you find these hurdles and remove them to enhance your overall engagement.

Mandeep Singh is the MD of SEO Discovery. He’s mission is to provide affordable digital marketing services to startups and SMEs. He’s an official member of Forbes Agency Council. You can find him on LinkedIn.



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Top 15 Chrome extensions for social media marketers

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30-second summary:

  • When it comes to the internet browser, Google Chrome, with its extensive list of extensions is the indisputable chart-topper.
  • As a digital marketer, you have to keep track of so many things – different projects at various stages of development, research, reporting, new leads, existing clients, et cetera.
  • Bhavik Soni shares a list of the top 15 Chrome extensions that will make social media marketers more productive, smart, and efficient.
  • These are categorized into extensions for – Productivity, research and tracking, content creation and implementation, and digital marketing. Dive in!

When it comes to the internet browser, Google Chrome, with its extensive list of extensions is the indisputable chart-topper. From simple theme-based to technical coding-related, the extension list in chrome is practically endless.

This extension-packed list also boasts a wide variety of efficient social media extensions that boost professionalism, punctuality, and productivity. And, who wouldn’t love a convenient free plugin that makes life easier!

As a digital marketer, you have to keep track of so many things – different projects at various stages of development, research, reporting, new leads, existing clients, et cetera. These extension apps create a focus-orientated and organized work environment by keeping marketers updated on project developments, sending to-do reminders, enhancing content, and more.

In short, these install-and-use plugins act as the ace up their sleeves for social network marketers. They work as useful gadgets and trained assistants. They are the must-have social media marketing tools for every marketer.

You can optimize and make Google work for you in a jiffy by adding these 15 Chrome Extensions to your browser today.

Chrome Productivity Extensions

1. StayFocused: App block & website block google chrome extension

Designed to boost productivity, the StayFocused extension limits the amount of time you spend on vanity Googling. It offers the brute force you need somedays to anchor your focus to what’s more important.

Pricing:

Free

2. Momentum: Personal dashboard new tab chrome extension

Perhaps, Momentum is the best Chrome extension for productivity. It steers your focus from idle to important by motivating you with quotes, encouraging positivity with mantras, and inspiring with serene photography. Features like Daily Focus, To-Do, Countdowns, Metrics, Event Reminder and Links help you browse the internet with intent. What’s more? The plus version is available for just $3.33/month.

Pricing

$3.33/month

Research and tracking extensions

3. Diigo Web Collector: Highlighter and bookmarker for chrome

Diigo is a research chrome extension that lets you highlight important phrases, bookmark and save pages, write notes, and collect references at a single place. It comes in handy for social media marketers, who generally invest hours in R&D for planning a campaign, learning trends, and comparing the competitor’s strategy.

Pricing:

Free

4. Google Analytics URL Builder: Online UTM tracking

This is a tracking extension that lets you build UTM parameters. With the help of this plugin, you will be able to gauge the effectiveness of the UTM tags used in the campaigns. Google Analytics URL Builder also allows you to share templates with others, saves time when you have to generate URLs manually, and shares progress with clients.

Pricing:

Free

5. Ghostery: Makes web cleaner, faster, and safer

Ghostery is designed to block ads and trackers, this productivity chrome extension makes a great social media marketing tool. With its help, you will be able to learn the trackers on the competitor’s sites that they use to attract, engage, and convert the visitors.

Pricing

$11.99 USD /month/user*

6. SpyFu: SEO and PPC tools for professionals

Yet another efficient tracker extension that lets you peek into the competitor’s site data. Spyfu reveals extensive information, including where the competitor appeared on Google in the past nine years. The social media marketing (SMM) plugin also shows all keywords bought on AdWords, every ad variation, and every organic rank for $33/month.

Pricing

$33/month

Content creation and implementation

7. Canva: Design is all around us

How social media advertising will perform relies a lot on visuals. Photo-driven platforms like Instagram and Pinterest yield better ROI than content-driven Twitter or Facebook. It is because photos get more engagement. To ensure you can make most of this social media trend, creating impressive and attention-grabbing posts become imperative. It is where Canva comes into the picture.

Pricing

Free

8. Figure it Out: Solve your time zone pain

A digital marketer works for clients and target audiences in different time zones. For them, Figure it Out proves to be a handy tool. It is an extension that lets you keep track of up to 10 time zones, and makes scheduling posts accordingly.

Pricing

Free and paid ($3/month)

9. WhatFont: Identify fonts on web pages

We get it, fonts are tricky. Download an app, and it gives you hundreds of fonts that are too similar-looking, too familiar, or too quirky for your campaign. One day you browse a site – may be a competitor’s – and find just the font you were looking for but have no clue which one it is.

That’s when WhatFont comes to the rescue. A single click and it reveals not only the name but also the family, style, weight, size, line height, and color of the font.

Pricing

Free

10. Unsplash Instant: Beautiful photos in your new tab

For every social media marketing post, there is a tedious task to find high-quality, professional stock pictures, usually for free. Unsplash Instant lets you find great photos ranging from flowers and skies to desktops and artsy portraits. You can save them for free and use it for all kinds of commercial use.

Pricing

Free

11. Colorzilla: Advanced colorful goodies

Colorzilla allows you to hover over any color shown on a webpage and learn about its hex code for future use in a social media ad post. With this plugin, you will be able to create consistent color themes, appealing visuals, and come up with perfect palettes.

Pricing

Free

12. Sniply: Drive conversion through content

Social media promotions through third-party content are more effective when they include a tempting call-to-action that takes the reader to your own online space. Sniply helps you make those conversion-generating posts by letting you add custom CTA to any piece of content. On the dashboard, the plugin will show how many clicks your links are getting and the level of engagement for tracking purposes.

Pricing

$29/month

Digital marketing extensions

13. IFTTT for Marketing and social media automation

IFTTT free digital marketing extension syncs multiple apps and automates them, thus saving a lot of time and effort. In simple terms, you could post a pic on a dozen different platforms all at once.

Pricing

Free

14. Buffer: Share content easily

With this social media extension, you will be able to schedule and manage posts across different platforms. Buffer will also let you follow up with analytics to track the performance of each post.

Pricing

$85/mo

15. LastPass: Free password manager

By downloading the LastPass Chrome extension, you will not need to remember dozens of passwords to each social media platform. This free password manager will do it for you. You could also create a master password through LastPass.

Pricing

Free

Let’s sum it up

Here’s a guide to 15 best Chrome extensions available for social media marketers. From saving bookmarks to managing posts and passwords, these plugins will work as assistants to digital professionals.

Note: Details like pricing are subject to change as per the respective tool provider.

Bhavik Soni is a Creative Writer at Auto Monkey. We provide an original analysis of the latest happenings in the social media industry. Connect with Latest Social Media Trends and News plus tips on Twitter, Facebook, and other social tools on the web.



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How to make your website ADA-compliant and win at SEO

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30-second summary:

  • The Americans with Disabilities Act (ADA) passed in 1990 does now include mobile apps and websites.
  • An ADA-compliant website helps more people than those covered by ADA.
  • There are many SEO benefits such as increased visibility on google image searches, and featured snippets.
  • Co-founder of Ally digital media, Abhishek Shah says, “Responsive websites help with ADA compliance and further improve your website’s overall search presence.”
  • The four best ways to make your website ADA-compliant with a clear outline of its ADA as well as SEO benefits.

The Americans with Disabilities Act (ADA) passed in 1990 does now include mobile apps and websites. Specifically, Title III of the ADA has taken an official stand on how websites should be accessible for disabled users. However, when you look at what’s necessary to make a website ADA-compliant, you will see that these also will help improve your site’s SEO.

Some elements such as title tags, heading structure, alt text, and responsive design are things all websites should include. By ensuring these are done properly and in an ADA-compliant way will maximize your website’s effectiveness.

How ADA accessibility prioritization benefits everyone

Ensuring your website complies with the ADA helps you serve a larger audience and gives a boost to your search engine rankings. This is because most of the necessary components of making your website ADA compliant feed directly into SEO best practices.

After all, the whole point is to make your website easier to view, understand, and navigate. What business doesn’t want all that for their website?

Four ways an ADA-compliant website helps improve your SEO

Here are 4 ADA-compliant must-haves (in no particular order) that will help improve your SEO. This list is by no means comprehensive, but it is a good place to start.

1. Title tags help screen searches and readers

Title tags are very basic SEO. They let the reader, and search engines, know what the page is about. A title tag doesn’t show up on your website. Rather, it appears on the results page of a search engine, and the tab at the top of your web browser.

SEO benefits

Title tags, while basic SEO, are very important. This tag needs to match your user’s intent. For example, when someone googles “best phone” the phrase best phone (or a variation like “best smartphone”) will appear in the title tag.

Writing a title that accurately reflects what the page is about is the best way to get found and clicked on. It’s why a title tag should be specific: “The best Android phones for 2020” is far better than “Why you will want to buy one of these phones.”

ADA benefits

For those who need screen readers to help them use a computer, a specific title tag such as the above example is much more user-friendly. So, it is vital the title tag accurately reflects the page content.

The accessibility guidelines say the title should be “The best Android phones for 2020” instead of “Why you will want to buy one of these phones.”

2. Descriptive alt text

Alt text is not the same thing as a caption. A caption is visible usually beneath an image. Whereas alt text is not visible on the front end of the site. The alt text is a written alternative to a page’s visual elements. This includes: .jpegs, .pngs, and .gifs. the alt text is a description of an image that lives in the backend of the site.

SEO benefits

Alt text lets search engines know the subject matter of an image. It also helps search engines to better understand the page. Additionally, if you want images to show up in Google, then writing descriptive alt text is a must-have.

ADA benefits

For web users with visual impairment using screen readers, descriptive alt text is read aloud. This helps a visually impaired reader get a better sense of what’s going on, on any given page.

A useful descriptive alt text might be: “woman at café with laptop drinking coffee” 

A useless alt text would be: “SEO tips for freelancers | Get more clients with SEO | Writing your way to success with SEO”

3. Responsive design

Responsive design has been around since 2012/2013 in one form or another. But it means more than just your website being able to adapt to whichever screen size it finds itself on.

It’s about where your logo sits, how easy is your site to navigate, how easy is it to read, and how quickly does it load?

SEO benefits

Websites that offer good, functional user experience rank better in search results. User experience isn’t just one ranking factor but an umbrella term for quite a few. Google has said that a site that takes longer than three seconds to load on a mobile site will rank higher.

How easy content is to read (and how useful it is) is also an important ranking factor.

ADA benefits

Good responsive design puts the user first. It starts from the premise that a website needs to be easy to look at, easy to navigate, and be easy to understand.

This is why you need legible text for the visually impaired. As well as quick load times for people with slow internet. And straightforward navigation to make it easy for people to get around your website.

4. Proper heading (and subheading) structure

Headings (which show up in the code as <h1> or <h2> or <h3> etc.) define your content’s hierarchy. These headings (and subheadings) work along similar lines to when you wrote essays in school.

Proper heading structure:

  • Goes in order: a h3 doesn’t go directly after a h1.
  • Describes the copy beneath it.
  • Follows a sequence: if your h2 is “4 ways…” then the h3s would be each of those points.

SEO benefits

When your writing is clearly structured it is easier to read, and easier to follow. It’s also easier for Google to crawl your content and understand what is the most important (starting with h1, and so on).

Good header structure can also your content appear in the featured snippets in the search engine results page (SERPs).

ADA benefits

For users who have limited reading comprehension or cognitive impairments, clear and direct headings make it easier to read. Headings and subheadings let a reader know what’s worth reading and what’s worth skipping over.

And just like a reader skips heading, so too can a screen reader. Which only reinforces the need for a strong, clear heading structure.

An example of a website that has both good SEO and is ADA compliant is Enviro Safety Products. When you review this site you will see it ticks all the boxes, and provides the user a seamless, friendly experience.

Americans with Disabilities Act (ADA-compliant) - Example

Source: Enviro Safety Products

How making your website ADA compliant will help you win at SEO

By applying all the necessary ADA compliant elements to your website, you are helping the one in four Americans with a disability use your website. Additionally, you will also greatly enhance your website’s SEO.

If you would like to know more about how making your website ADA compliant will help you win at SEO, you can throw questions in the comments section below.

Abhishek Shah is the co-founder of Ally Digital Media, a leading voice in digital media and marketing. He advocates for evidence-based marketing strategies to fuel the businesses. He can be found on Twitter @abiishek.





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