PPC Advertising Guide for B2B Companies: Strategies & Best Practices

You may wonder if pay-per-click (PPC) advertising is a smart marketing strategy for business to business (B2B) companies. Will your ads reach the right people? At what cost? Or will they simply be ignored? Many people have the misconception that PPC advertising is just for business to consumer (B2C) companies.

But that couldn’t be further from the truth. PPC advertising can be extremely effective for B2B companies if you know a few core concepts. In this article, we’re going to share some helpful PPC marketing strategies you can use to increase your sales.

Need help developing a profitable PPC campaign that generates highly qualified leads? Atlantic Digital Marketing Company can provide expert PPC management services.

 

B2B Market Characteristics

One of the main differences between B2C and B2B is the size of the target market you’re trying to reach with your ads. B2C PPC ad campaigns are generally geared towards general consumers and can often be quite large. Whereas, the B2B space is often a little more complex. You’re trying to reach employees at other companies, oftentimes in very niche markets. This means that your PPC campaign will be targeted to a much smaller audience.

However, you can use this to your advantage if you target your ad campaign appropriately. To fulfill this objective, it is helpful to know some of the characteristics of the B2B market. Let’s look at a few of them:

The B2B audience is much smaller.

If your company offers a product to another company, then you have to know who your ideal audience is to be able to create PPC ads specifically directed to them. Don’t expect a large pool of searches within a short period; it’s going to take time to cultivate these leads.

Your company (and advertising campaign) is not the only one in the market.

Even though you are in a niche industry, there is often fierce competition. Your ideal customers are likely evaluating several options from companies similar to yours. If you want to get the lion’s share of the market, your advertising campaign needs to stand out among your competitors.

Your B2B buyer is not a single person.

Within a company, the process of purchasing a product is not done by a single person but rather by a group of people within a department. They will evaluate your product to determine if it is worth buying or not, factoring in whether the benefit outweighs the cost to their company.

The sales process is long.

In a B2B sales cycle, it tends to take longer for people to determine whether they need a product and which one to purchase. Decisions are often made by committees, with multiple layers of approval. Everyone has different priorities and you need to be sure that your product can satisfy their diverse requirements. It’s important to remember this because you may not see an immediate return on your advertising investment.

As you can see, this market is a bit more complex to understand than the B2C market, which is why it is necessary to know the best strategies for developing a PPC ad campaign that will drive your business’s growth.

In marketing a B2B product or service, we hope that these expert tips will help you run successful PPC campaigns to gain as many customers as possible.

 

Align Your Keyword Strategy with The Buyer’s Journey

The keywords you select for your ad campaigns have a direct impact on the results you’ll generate and your ROI.

As mentioned above, the B2B buyer’s journey can be quite long, especially when many people are involved in the decision-making process. Before they make a purchase decision, they typically go through certain stages, which are: awareness, consideration, purchase, retention, advocacy.

Products and solutions in the B2B market are very specific, so the keywords used are equally precise.

When creating your ad, consider how your offer aligns with the buyer’s journey. Are you providing educational content, like an eBook, about a common problem? In that instance, your keywords should focus on the problem that your target audience is experiencing. They don’t know what solutions (or products) exist yet, they are focused on their problem.

As the B2B buyer progresses through the buyer’s journey, their keywords become more specific to the solution they need. At this point, they know exactly what they need to purchase and are often comparing vendors. By targeting these long-tail keywords, you’re more likely to secure a sale since they’re more likely to buy at that point.

An effective PPC strategy includes ads at each stage of the buyer’s journey. When a potential customer visits your landing page, they’re given relevant information that allows them to progress through the stages in the sales funnel.

When developing your strategy, consider each of these stages and create appropriate advertising campaigns around your product. You can then measure your ROI at each stage of the funnel to determine where you should focus your advertising budget.

There are many tools that can help you evaluate keywords for your PPC campaigns, such as Google Keywords Planner, SEMrush, and Ahrefs.

 

Stand Out From Your Competitors

There’s a lot of competition in the PPC advertising environment, especially in the B2B market.

Most potential customers will investigate other products like yours before deciding to purchase. That’s why the ‘consideration’ stage is important, giving you the chance to let your advertising campaign distinguish you from your competitors.

Determine which features and benefits differentiate your product from your competitors and make sure you create PPC ads that highlight those.

 

Create B2B Landing Pages That Convert

Landing pages are web pages within your website where prospects land after clicking on your PPC ads. Landing pages must match your ad copy, be succinct and persuasive, and load quickly to be effective—these are important factors of optimizing your conversion rate.

A landing page usually contains the most important information related to the product that the brand sells, but this is sometimes not the best tactic.

A more effective strategy to adopt in your PPC campaign is to design landing pages primarily for collecting email addresses of prospects and website visitors. For that to work, the landing page should be simple and clearly relay the information that you want your web visitors to grasp.

On your landing page, make sure to place your CTA strategically, even considering using two CTAs- the main one and a secondary one. A secondary CTA gives visitors another chance to convert as they scroll through the page.

Prospects may not give you their email address immediately, but you can persuade them with a powerful lead magnet like an eBook, video, swipe files, templates, et cetera, as well as making your landing page design both responsive and fast.

 

Use Compelling Ad Copy

Your ad copy is the information that you give to potential clients, where you will also include an appropriate CTA for your product. Here’s an example of an ad copy:

When it comes to the B2C market, ad copy is usually very simple, since words like “buy now” or “order today” prompt immediate action.

On the other hand, in PPC campaigns that target the B2B audience, more specific words should be used. In this market, it’s unlikely that purchases will be made quickly due to the number of people involved in the process.

That’s why you want to give information about your product instead of promoting quick offers. Use phrases like “easy to use”, “easy to integrate”, “ranked best in class”, among others. These phrases resonate in the minds of potential clients and cause them to pay closer attention to what you are offering.

Here are some tips to improve your ad copy:

Pre-Qualify Leads.

You don’t want clicks from everyone—you only want the right people to convert on your ads. Include pre-qualifying information in your ads so that only your ideal customer will click. For example, is your product for companies that have 50 employees or 10,000? How much does it cost? If it’s a 50,000 investment, you want to be sure only those with that budget click your ad.

Also, think about who will make the purchase decision. What’s their title? What emotional triggers will they respond to? Including this information in your copy will ensure that those who click are more likely to make a purchase.

Remove Objections.

Think about common objections they may have and address them in your ad copy. This removes barriers that would prevent them from considering your solution, making it more likely that they’ll click on the ad.

Emphasize Your Key Differentiators.

What makes you different than your competitors? How is your solution superior? What benefits does it give the customer? Distill this information down to succinct points that will persuade your target customer to consider your solution.

Build Trust and Credibility.

If you’ve won awards or have been featured by prominent professional organizations, let the world know! This tells them that others trust you and value your expertise and product or solution. You can also include information from case studies or testimonials. People want to validate their decisions and trust reviews from others, especially prominent figures in their industry.

 

Speak to Emotions Versus Logic

All purchases appeal to people’s emotions, even those that are made by companies in the B2B space. Therefore, it’s important to develop ad campaigns that appeal to these emotions. This will make your ads more persuasive and increase conversions.

However, in selling products to companies, you also have to appeal a bit to logic because when purchasing an expensive product or service, logic will always hinder quick impulsive purchases.

To appeal to customers’ emotions and at the same time approach it logically, relay the values ​​of your company and demonstrate why your customers should trust you. With a strategy like this, you can win the battle between logic and emotions and ensure that potential customers buy your products.

 

Use Appropriate CTAs

Since B2B companies are selling a different type of product that benefits a group of people rather than one individual, call-to-actions (CTAs) must be strategic and value-driven. If your PPC ad isn’t generating leads, there’s a chance that your call to action button or text is boring, too generic, or confusing.

In B2C campaigns, the CTA can often be immediate and imply urgency; words that motivate a person to take action right then and there. But for B2B campaigns, this tactic rarely works.

When it comes to creating a B2B call-to-action, the best thing is to offer information instead of the option of immediate purchase. Since the sales cycle is often very long, offering free trials right away is not a good option (because they don’t know enough about your company)—educating them is often more effective.

The purchase process is slow, so the important thing in this type of PPC ad is to attract decision-makers within the organization and give them a reason to discuss your ‘product’ or brand in their next meeting.

Atlantic Digital Marketing uses this tactic all the time by regularly publishing educational content about how to grow your business. To learn more about our PPC management services, visit our website for more information and case studies.

 

Review, Optimize, and Repeat

It’s also important to constantly evaluate and optimize your campaign by conducting thorough research. This will help you determine which keywords, designs, and offers are the best to use in your PPC ad. Split testing your advertisements can help you eliminate assumptions and base your strategy on facts. You can test different call-to-actions, different statistics, and the benefit that you’re promoting.

It’s also a good idea to stay up to date on any algorithm changes from Google. They change their search algorithms constantly, so this has a great influence on PPC advertising campaigns.

 

Track B2B Lead Generation Performance

The B2B sales cycle is long because people at the beginning of the B2B process are not quite sure what product or solution they need. They’re still trying to understand their problem and how to solve it. At this stage, they’re looking for information. If you offer high-quality and relevant content in the form of an eBook or guide, they will likely give you their contact information (name and email address) in exchange.

Once you have it, you can nurture them with more educational content and resources. From this point forward, you should be using technologies that will enable you to monitor your prospect’s engagement with your brand. Are they opening your emails? Visiting your website?

Don’t be frustrated in the beginning if your ROI is small. This is a common characteristic of the purchasing process in the B2B market. It takes time for campaigns to show a substantial ROI.

But it’s important to be aware of how much money you are investing compared to what your long-term profit margin will be. You need to know the total cost to acquire a customer. Study the total cost of the campaign, the volume of visits on your landing page, the CTR, and how many email addresses or soft leads you’ll receive.

All these factors will tell you how effective your advertising campaign has been. Fortunately, there are many tools available that allow you to quickly see how your potential clients behave when clicking on your PPC ads.

With this ongoing information, you can constantly improve your PPC advertising campaigns.

 

Conclusion

When running a PPC campaign, the most important thing is to instill in the customer the feeling of confidence about your brand and your product. Also, it’s important to keep in mind that the sales process in the B2B market can be very slow, but this is not a problem, only a characteristic of the market. You simply have to align your PPC advertising strategy to it.

 

 

Learn How to Increase Your PPC Profits in 6 Steps

Creating a successful pay-per-click (PPC) advertising campaign that delivers a high ROI is a satisfying feeling. But it doesn’t happen overnight. Often, the path to success can have a few detours. Sometimes you’ll implement an innovative tactic and boost your PPC profits immediately. Other times, you’ll try a new approach and instead of success, you’re met with frustration when your cost-per-click (CPC) soars.

To reduce these detours and create a successful PPC campaign, you have to start with a strong foundation that relies on thorough planning, accompanied by rigorous optimizations. Since trends are quickly evolving, you must embrace change as well as consistently reassess your PPC campaign strategies to be able to achieve the best results.

The best way to boost your campaign’s profit still encompasses numerous micro-wins and long-term goals. To develop high-converting campaigns that generate substantial profits, try to use the tips below:

 

1. Develop a strategy and stick to it

If you’re a PPC campaign manager, you must resist the urge to constantly adjust your campaigns, especially if you start to see things going south. There’s nothing worse in your PPC campaigns than making reactive decisions and ignoring the ultimate goals for your campaign.

If you’re struggling to run high-converting online ads, try our paid search solutions.

Having a dedicated PPC strategy may seem simple and trivial, but it’s a crucial element that ensures the success of a PPC campaign. Your strategy should address consumer behavior, trends, and psychological triggers. When you know this information, you’ll be able to develop persuasive ad copy that speaks to your target buyer.

Another important element to consider is aligning your PPC strategy with their buying behavior during different seasons and holidays. The holidays are a vital time for businesses to hit all-year highs in revenue and engage new and returning consumers. As a matter of fact, NRF states that some companies’ holiday sales bring in 30% of their annual income. This Statista survey showed a massive rise in holiday sales income year over year.

It’s never too early to develop a strategy for different seasons and holidays. The best way to start is to look at data buried in your previous campaigns and identify the periodical shifts and trends in your niche or industry, then create a plan around it.

Your PPC campaign strategy must be a long-term project and you must stick to it to see results.

 

2. Proper Tracking Setup

How you set up your tracking tools can either break or make your PPC campaign. If you want to identify areas that need improvements and track the success of your campaigns, you need to use software like Google Analytics or Google Ads. Within these programs, you can establish goals for your campaigns and monitor conversions.

However, simply analyzing click-through-rates and the number of clicks isn’t always enough. While it’s interesting to see the engagement on your campaigns, it’s not a surefire way to track their success or ROI. You need access to metrics that will allow you to analyze and optimize your campaigns to be more efficient.

Take for example, conversions. You must first accurately identify what a conversion is and isn’t. Focusing on an unimportant type of conversion isn’t going to impact your bottom line. Someone may download a whitepaper or visit a page, but you need to identify which conversions result in highly qualified leads. Once you do, you can then set up goals to track that metric.

For instance, a recent study by Dialogtech showed that even in the modern digital movement, phone calls are still one of the best methods to make sales.  For many websites, up to 63% of their traffic comes from smartphones.

Hence, for any PPC campaign to succeed, phone calls should at least be considered. Now, imagine that your campaign does not include using the telephone to drive leads or conversions. If that’s important to your business, then you’ll have no idea why you’re losing sales because you’re not tracking it.

You may feel compelled to streamline conversions to “definite” actions like verified sales. But it’s important to keep an open-mind and look at the bigger picture. You need to understand your customer’s journey and behavior. Take a look at the image below for a clearer understanding:

Analyzing data and tracking conversions isn’t the only thing that will boost your PPC sales. However, it will help you make better decisions that will help increase your campaign’s profits.

For example, Payoneer is one of the fastest growing payment processors worldwide and they achieved a 4751% growth with a simple PPC campaign that was continuously optimized to customers’ specific needs based on tracked data.

Here are some more mind-blowing stats… HubSpot recently showed that 97% of PPC campaigns with low or no tracking do not achieve positive ROI and a Wordstream study showed that only 50% of Google Ads accounts utilize conversion tracking.

And the Google Ads accounts with adequate tracking had 50% better profit rates than a normal Google Ads account would have. Tracking your campaign in performance and engagement in this digital age is a necessity.

 

3. Attribution Models

Understanding attribution models in depth and locating the best fit for your brand may be one of the most important additions you can make to your PPC campaign. However, there’s a catch.

Years ago, last-click attribution was one of the default models marketers used. However, it isn’t effective anymore as last-click attribution overvalues that last interaction. In fact, a Salesforce review reveals that it takes 6 to 8 touches in order to create quality sales lead with 60% of a sales cycle concluded before the consumer talks with your salesperson. If you focus on the last click, you are missing a big part of the total picture.

It’s vital to understand the value each step of your cycle introduces to conversions and how you can use this information to increase profits. This was the situation with Confetti, a UK-based wedding site. They were not pulling in enough sales until they decided to focus on clients that fit specific criteria and cut loose others that were wasting their time and effort. This strategy change alone increased revenue by 42.58%.

 

4. Custom Audiences

It is true that paying attention to ad content, campaign settings, and keyword intent are all important for paid search, but you also need to match all three to well-segmented audiences to get the desired results.

It is also easier to target your campaigns if you have enough knowledge about your users to know what makes them convert. In digital marketing, it’s estimated that 80% of the revenue you get can be linked to 20% of your customers. Even though the percentage may vary by business, it doesn’t negate the fact that a percentage of your customers are worth more than the rest. If you identify the details behind this valuable percentage, then you will be able to increase the profits from your campaigns.

To understand your sales path, you must first understand your audience. If your sales funnel consists of distinct stages over a length of time, you will be able to target the different stages with content that is relevant for each segment. This type of personalization will appeal to them and increase your conversion rates.

You can even use Google’s third-party audiences to target potential customers and find audiences that you would not have access to if you relied solely on your own data.

Instead of banking solely on your own data and findings, make use of Google’s predefined audiences to reach prospective customers. Knowing how to use Google’s insight reports will enable you to convert potential customers at all stages of the sales funnel and increase your ROI.

 

5. Embrace Machine Learning

A study carried out in 2014 showed that about 70% of businesses are currently using one or more marketing automation platforms and that marketers can generate more leads if they use some kind of automation software. Marketers that use automation software to communicate with their leads get more engagement and conversions than those that use blast email software.

Machine learning, artificial intelligence technologies, and voice recognition software is rapidly growing and being adopted by innovative companies.

There are a lot of smart strategies that Google has made available which include live event targeting, custom in-market audiences, smart data attribution, automated ads, a new and enhanced algorithm for bidding strategies, rotation settings and so on.

In bidding, though, you need to check if you are better off using cost per acquisition bidding, manual bidding, or manual bidding with enhanced cost per click. Don’t worry, computers will do all the hard work and you are likely to have better results rather than doing it all yourself.

Learning how to use a machine to do a major bulk of the work will make you focus on high-value activities that generate higher campaign ROI than the time it takes to perform less productive repetitive tasks.

Plus, you do not need to use only Google tools… if you do not feel comfortable allowing the mega search engine to control your campaigns, then there’s always third-party automated options like Optymzr and Kemshoo.

It is, however, important to note that before you begin using this software that you understand how it works, know its abilities, and its limitations. Because let’s face it, automation is still quite new, and it has its own flaws.

If you do not implement it properly, it can give you negative results. But if you understand how it works and you take the time to implement it properly, then it can really boost your campaign.

Technologies are constantly evolving, and it is important to understand how this constant change can affect your campaigns.

 

6. Take Remarketing into Consideration

If you want to increase campaign conversions, you can use remarketing campaigns to achieve that.

Remarketing is a PPC feature that enables you to show specific ads to users based on their actions on your website in the past. This is very effective, especially in terms of cost and conversion, because you’re only showing ads to people who have already exhibited an interest in your brand.

Remarketing enables you to create highly targeted ads because you already know what they’re interested in. You can create messaging that resonates with them and persuade them to revisit your brand, have it stay top of mind, and complete the conversion goal.

Instead of wasting money on people who haven’t shown an interest in your brand, you’re only targeting people who are more likely to convert. Your ability to convert these users increases because your brand is not strange to them; they are familiar with it and more likely to convert into lead or sale.

Remarketing also enables you to segment your audience and create different ads for each segment based on the pages that they visited or what they were interested in during the time they visited your site.

Google Analytics offers a remarketing tool that enables you to create a specific remarketing list based on various parameters based in PPC.

 

Conclusion

Developing a successful PPC strategy is rewarding, but it does take time and testing to get it right. Hopefully this article gave you some ideas on how you can optimize your campaigns and increase your ROI.

If you’re struggling to run high-converting online ads, try our paid search solutions.

 

How to Use Digital Marketing to Promote Your Offline Store’s Sales

Maybe you’ve thought at some point that your brick-and-mortar store doesn’t need an online marketing strategy. After all, customers don’t buy your products online.

But that’s an erroneous thought because the internet has quite an effect on most of our experiences that happen offline.

According to Forbes Insight, 82% of customers conduct product research online but prefer to make major purchases in person.

It may sound unbelievable that you can increase your offline store sales through an improved online presence, but it happens more often than you think.

Therefore, it’s worth looking at how to increase your store’s sales through digital marketing. In this article, we share 9 ways to make that move successfully. Let’s begin.

1. Implement omnichannel marketing

The reality for any business today is that your current and future customers use the internet. And sometimes, the sales process starts from the internet and ends at your store.

Without any online channels in place, you may lose potential sales.

When creating an online presence, it’s also important to synchronize your marketing through many online channels and your offline store in omnichannel marketing- simply a form of marketing where your business can track all your interactions with a potential customer no matter what channel they use.

For instance, a prospect could find your brand through Twitter and then later call your business through the phone. Omnichannel marketing allows you to connect all these pieces of information together in a single place and link them to a single individual.

If you have separated your social media managers from your phone reps or the sales reps at your store, then it can become difficult to track all the interactions a prospect or customer has had with your business.

Therefore, your first step is to connect these channels together and make a prospect’s information available to every department that needs it.

Invesp found that companies with omnichannel customer engagement strategies retain 89% of their customers on average compared to 33% for the companies with weak omnichannel customer engagement.

With cross-channel marketing and the use of a CRM software, Volvo CE made $100 million in annual sales due to digital marketing.

Argos used the click-and-collect feature to enable customers to order for products online and pick them up at their stores the same day.

Customers who use these features have been reported to spend twice as much as regular shoppers. This is an example of a business using digital marketing to increase physical store sales.

2. Use CRM software to track customer interactions

To ensure omnichannel marketing works, one of the main tools you can use is a customer relationship management (CRM) software. This type of software helps you keep all the information about your prospects and customers in one place.

It allows you to see information about each contact, their interactions with your business, and where they’re at in the sales funnel.

Likewise, one issue that CRM software eliminates is information silos and poor collaboration.

According to a study, 86% of executives and employees cite lack of collaboration or ineffective communication for failures that happen in the workplace.

Your marketing and sales department should be working concurrently and collaborating easily since usually during the sales process, the sales department needs information from the marketing team about your prospects in order to close them.

And even when they become customers, the marketing department needs details about a customer’s purchase history to know the right product to market to them for an upsell or cross-sell.

According to Salesforce study, CRM applications can help to increase sales by up to 29% for small businesses.

3. Improve your local SEO

If you run your offline store in California, there’s almost zero probability that someone would come specifically to your store from New York. Most of your buyers are people within your vicinity.

Utilizing local SEO is one of the most important digital marketing activities every SEO company suggests.  It reaps big rewards for your physical store because most people carry out research online before buying the products they are looking for.

Therefore, when you show up for these types of searches, there’s a higher level of conversion.

Think With Google found that 50% of smartphone users who performed local searches on their devices and 34% of those who performed local searches on a tablet/desktop visited a physical store within a day.

But if you’ve never heard about local SEO services or you don’t know much about it, how to utilize this for your business that leads to sales can seem confusing. So, what are the important actions to take to improve your local SEO?

Add your business to local directories

One way Google and other search engines verify the authenticity of your store is how it appears on local business listings.

When people in your area search for products you sell, Google checks through local listings to confirm that your business truly exists in that location.

In fact, BrightLocal found a correlation between the number of local citations a website has and its appearance in local search results. It concluded that businesses that appeared in the top 3 of local search results have an average of 85 local listings.

Note that your business details should be consistent across various listings and your business name, address, and phone number (NAP) must be the same on all local directories where your business appears.

When you have different details on different directories, your business begins to look like different entities, and this confuses search engines and your customers.

To improve your rank for local search results, add your business to local listings to ensure your information is consistent.

Encourage online reviews from customers

For businesses like restaurants and medical doctors, online reviews really help attract new customers even if they provide their services offline. And the same applies to your store.

Apart from improving your local SEO, online reviews are a good source of social proof for your business.

When you have people who’ve enjoyed your store to the point where they are compelled to share their experience online, then a prospect is more likely to come to you rather than another store that has no reviews.

A BrightLocal study found that 85% of customers trust online reviews as much as personal recommendations, therefore, encouraging your customers to write a review for your store can effectively bring in more business.

Another way to use the internet to bring in new business is to send a link to your customers’ emails a few days after their shopping experience asking them to write a review about it.

Displaying these reviews with the products you sell in-store help increase conversions. Spiegel research center found that showing off positive reviews about a product or service can increase conversions by 270%.

4. Connect with potential customers on social media

Most of your potential customers are on social media. With 3.196 billion social media users on the internet, this is a marketing channel you can’t ignore. What is also interesting is that most of these users are on more than one social media channel. Whatever channel you decide to promote yourself on gives you access to thousands of potential customers for your store.

With your social media accounts, you can promote your business by:

  • Sending offers to potential customers.
  • Interacting with them about your new products.
  • Read customer complaints and accolades and reply to them.
  • Improve your brand exposure.

There are even more benefits of using social media for your store depending on how creative you are with the channels. This doesn’t mean your store has to be active on all social media channels though…depending on the type of products you sell, certain social media channels will make sense for your business more than others.

Generally, for stores that sell products, Facebook and Instagram are 2 platforms that help you to showcase your products to a wide audience.

You can add other social media channels to your marketing depending on your research (like if your products appeal to a younger crowd then you may want to start using SnapChat). The key is to be active on social media channels where your potential customers hang out.

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5. Use targeted ads

Part of your digital marketing efforts should also be to run online advertisements. With different targeting options on popular advertisement platforms you can start getting new customers right away.

One of the main targeting options for your offline store is location. There are certain ways to target people who live close to your store with the right offers to attract them. The 2 most popular ads you can run today are:

Google Ads

Optimizing your website to appear in search results for certain search terms takes time.

But you can always cut through the wait and get your store in front of potential buyers by launching an online ad campaign with Google. To use Google Ads, you first need to identify target keywords that a potential buyer is likely to use.

Apart from location, other options for targeting may depend on your current customer base or your ideal customers. Do you have regulars or know your current customers are? What are the common traits between them? These details will help you to target more people like them in your PPC management campaign.

Some targeting options you get on Google Ads are:

  • Demographics
  • Affinity
  • In-market
  • Custom intent
  • Similar audiences
  • Remarketing
  • Topics
  • Placement
  • Content keywords

With the use of Google Ads extensions, Accor Hotels was able to increase conversions by 14%.

Facebook Ads

Facebook is by far the largest social media channel with the most users, so if you plan to market your store on social media, Facebook will likely be one of the channels you actively use.

This particular social network provides an extensive list of targeting options that you won’t find on any other social media channel. Another advantage of Facebook Ads is that you can also combine it with Instagram Ads, as they are owned by the same company.

Some targeting options you get with Facebook Ads include:

  • Location
  • Demographics
  • Interests
  • Behavior
  • Connections
  • Life events
  • Retargeting
  • Site visitors
  • Contact lists
  • App users

Swish, a breath freshener spray company used Facebook Ads to increase its offline retail sales by 66% in the Philippines.

6. Use email marketing to send the right messages

Email marketing, with an ROI of $44 for each dollar spent, is a medium you should definitely be using to get customers to your store. Through email marketing, you can send messages and offers that’ll help convert prospects.

However, email marketing has changed greatly over the years, fortunately for the better because you can now personalize emails based on a subscriber’s interaction with your brand. Personalized email subject lines get 26% more opens which leads to more conversions.

For instance, you can send messages about a product that’s like what a customer bought in the past and offers related to a subscriber’s interests. Another way to bring email subscribers to the store is to send them discount codes that they can use when they come visit in person. You can even use the holidays to start marketing your products through email.

7. Use loyalty programs

To encourage your customers to buy more products, it helps to have a loyalty program that rewards them for their patronage. This could be in form of gifts, rewards, discounts, etc.

Using loyalty programs to keep your current customers is a sound business decision because it costs more to maintain a current customer than to get a new one. Bain and Company also found that a 5% increase in customer retention rates can lead to a 25-95% increase in profits.

Having lots of happy customers now doesn’t mean they’ll stick around forever. If you don’t pay attention to them or make them feel valued, they’ll leave. For instance, a study found that 68% of customers will stop doing business with you when they feel you’re indifferent to them.

Make your customers feel valued by sending special offers to your customers through email or text messages. You can also allocate points to different purchase levels and reward your best customers through a tiered program (coffee shops do this all the time). Then they’ll have a reason to come visit you and spend more as they redeem these offers at your store.

Here is an example by SweetLegs which offer rewards to customers from those who buy just a single pair of leggings all the way up to distributors. They offer different rewards for different levels of purchases:

8. Share user-generated content

How do your customers use your products? How do these products make their lives easier? Encourage your customers to take pictures of themselves using your product or even make a video and reward them for being your influencers.

Then sharing these pieces of content on your social media pages is a way to acknowledge your customers and make them feel important.

Plus, this method improves your product’s credibility when you have so many people using them to improve their lives.

Potential customers will notice as well and want to buy from your store.

A survey by AdWeek revealed that 85% of users found user-generated content to be more influential than content created from the brand directly. Furthermore, 84% of millennials reveal that user-generated content directly influences on what they buy.

Below is an example of women’s clothing company Aerie using the #AerieReal hashtag on Instagram to facilitate user-generated content. The company asked for unedited pictures of women wearing their bathing suits. In return, the company donates $1 to the National Eating Disorders Association (NEDA) for each photo.

9. Carry out competitive analysis

There are offline stores getting customers through their digital marketing efforts and so it helps to look at what they are doing right and what you can do different or better.

Studying your competition can help inform your own strategy and save you time because let’s be honest, there are many things that you haven’t even thought about that you’ll only learn from your competitors. Therefore, it helps to study your competitors to catch up with them and then get out in front.

What are the possible parts of their digital marketing efforts you should analyze? Some of them are:

Social media

Study the social media channels that your competitors are on and think about becoming active on those networks as well because you have similar customers. If your competitors have found success with Facebook and Instagram, then start with those 2 and track your performance.

Some other parts of their social media strategies you can test is to notice how frequently they post on social media and monitor their interactions with customers.

Website content

Having a website is one of the basic foundations of digital marketing but a website is only as good as its content. An empty website helps none of your prospects nor does it help your store.

Likewise, a website with poor content won’t do much to attract customers to your store.

Create engaging website content that meets the needs of your potential customers and give it the ability to rank on search engines for keywords that potential buyers use.

When you study your competitors, pay attention to the type of content they produce, the quality of their content, and how frequently they post articles.

Do your competitors create video content about their products? Do they have image galleries of various products? These are some things you could utilize for your own marketing efforts.

Local SEO

When searching for keywords a potential buyer will use, which stores show up in the local map pack? Take a moment to study these businesses to see where they have local citations and online reviews.

Also check their Google My Business page to see how they portray their business.

Conclusion

When you really look at it, many digital marketing strategies that work for eCommerce companies will also work for offline stores.

Don’t view the internet as a technology that aims to replace your business because even with the popularity of online stores, many people still find it easier to buy products in person.

Whether you realize it or not, most of your customers use the internet to research products before they buy them, so being online allows you to start attracting potential customers long before they’re ready to buy.

Use these marketing steps, suggested by credible digital marketing agency, to drive more people to your store and enjoy the revenue that comes with your online efforts.

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6 Ways Google Ads Can Help Your Online Marketing in a Competitive Market

No matter what business or industry you’re in, you’re bound to have competitors. And over the years, the competition has only increased with the evolution of technology and the popularity of the internet.

This is because you’re not only competing against the competitors within your area, you’re competing against all the businesses online that are everywhere.

Maybe you’re asking: how do you succeed amidst this tough competition? First you need to determine your real competition that would truly put a dent in your own business as this would help you to better market what you do.

 

And if you’re looking for an online marketing platform to help you boost your business, you should do some research on Google Ads. This is the biggest ppc management platform online because it has the ability to really improve your business’ online visibility.

Google states that businesses make an average of $2 for every dollar spent on Google Ads.

Therefore, our seo company suggests 6 ways Google can improve your online marketing to give you an edge against your competitors.

 

1. Google Ads Extensions

In the past, you could only convince your potential website visitors through your ad headline and description. Therefore, if you can write attractive titles and descriptions, then you’ll have a higher click-through rate (CTR) for your ad.

But what if you could still improve your ad CTR? That’s the added value that ad extensions bring.

Whether you’re using your ads to create brand awareness or using it to sell a product, there are many types of ad extensions you can use to boost the effectiveness of your message.

Here’s an example of an extension that appears below the ad that pops up in search results:

The first main advantage of using ad extensions is that it helps your ad occupy more real estate on the search results page.

The next is that you can add more detail to your message and include a call to action, like including a phone number or way to immediately contact you.

What are different types of ad extensions available to use on Google Ads for your PPC Advertising campaign? Some of them include:

  • Call extension
  • Location extension
  • Message extension
  • Promotion extension
  • Price extension
  • App extension
  • Structured snippet extension
  • Sitelink extension

i). Promotion Extension

A popular type of extension is the promotion extension. At different times of the year, you may want to engage in promotions to attract more customers. This could coincide with a season or you could just be running a special discount or deal to move your products. Having a promotion extension is an incentive for search engine users to click through into your website.

WordStream found that ads with the promotion extension got close to a 10% click-through rate which was far higher than a normal ad generating around s 4% click-through rate.

To add this extension, go to your Google Ads overview and click on the “Ads and Extensions” tab. After that, click on “Extensions”.

Click on “+ Create ad extension” on the next page.

After this, you’ll see a list of different types of extensions you can use. Click on “+ Promotion Extension.”

On the next page, click on “Create new.” Here you can add details to set up your promotion extension. One of the settings allows you to select the occasion for your promotion.

After this, you can enter other promotion details like the type of discount, item on sale, and specific destination URL leading to more details about how people can get the deal.

After doing this, you can pick the start and end date for your promotion. This would probably be the duration of the season or a limited time offer on a product you’d like to sell fast.

There’s an option to add other details in the “Advanced options” too, like extending the ad scheduling or targeting mobile devices.

After setting up the necessary details for your promotion extension, click “Save.”

Here’s an example of a promotion extension on an ad below:

ii). Message Extension

The Message extension is a type of extension that allows potential customers to act without having to visit your website. With this extension, prospects can send you a message or book an appointment.

This makes it easier for searchers to take action. According to Google, 65% of consumers would consider using messages to schedule an in-person appointment or get more information about a service or product, instead of doing it through their website.

To add this extension, select the “+ Message extension” option.

On the next page, you can enter important details like extension text, phone number, message text, etc.

When you’re finished filling in the details, you’ll see how your ad will appear to a prospect:

Then click on “Save”.

Here’s an example of an ad with a message extension below:

When using a message extension in their ad, Career Path Training Corp. got qualified leads from 30% of the texts they received.

 

2. Geo-targeting

When you go through your customer records, one detail you’ll find is that most of your customers probably live in a certain location.

This is especially applicable if you have a physical store.

Source: AdHawk

Most people want convenience when doing business so an ad about a business in another state is unlikely to convert most searchers. People closer to your business are likely to buy from you or call your phone number to get more information.

According to Google:

“Google Ads location targeting allows your ads to appear in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographics.

Location targeting helps you focus your advertising on the areas where you’ll find the right customers, and restrict it in areas where you won’t. This specific type of targeting could help increase your return on investment (ROI) as a result.

When it comes to advertising on Google Ads, consider the real estate adage: “Location, location, location!” Regardless of how great your ad is, it probably won’t perform as well if it doesn’t appear in the right places. Reach your customers where they are and where your business can serve them by using Google Ads location targeting. You can set and then adjust your location targeting settings at any time.”

That’s why targeting a specific location, in your PPC management campaign, could help you market your business more effectively. So how do you go about geo-targeting your ads?

To target your ads to a location, navigate to your campaign settings and click on “Edit” under locations:

After that, you can type the location you want to target and see the potential number of internet users you can reach.

If you’ve selected a region as your target location, you’ll see it highlighted in the map:

If you operate a small local business, you might not have to target a region as most of your customers will already be in that area. If this applies to your business, use the radius targeting option. Click on the “Radius Targeting” tab to set it up.

Enter the location of the center of your radius, which should be where your business is. After doing this, enter the radius you think covers where your potential customers reside. It could be in miles or kilometers depending on your preference.

If you’re targeting a whole country, you may decide to exclude some locations for various reasons. Click on the “Bulk Locations” tab to add these locations. Select your country code and enter the locations you want to be excluded.

By using geo-targeting, location-based keywords, and bid optimization, Georgia Eye Associates increased their CTR from 0.95% to 2.80%.

 

3. Remarketing

How many of your website visitors completed your desired action during their first visit? Fewer than you expect. In fact, Ad Roll found that 98% of visitors to your website won’t purchase a product during their first visit.

However, this doesn’t mean that your 98% of web visitors haven’t considered buying from you. It’s just that some of your visitors are in the early stages of the sales funnel, which means you can increase your sales if you bring some of the visitors that left your website back (called remarketing). Google has a remarketing feature that allows you to target people who have visited your website and to bring them back to your website.

To implement this, go to your ads account and click on “Shared library”:

Click on “Audiences” when you get to the next page:

If you’re doing this for the first time, you’ll have to install the remarketing tag on your website. This is how Google will track visitors to your website.

If you don’t know how to install the tag, click on “Tag details” to see steps on how to install the tag on your website.

After installing the tag on your website, go back to your ads account and click on “+ Remarketing List.”

There are 4 options available to target people depending on what you’re trying to accomplish, whether you’re trying to appeal to website visitors, mobile app users, customer emails, and/or YouTube users.

The most popular remarketing option is to target website visitors. If you click on “Website visitors”, you’ll have to fill in details like remarketing list name, who to add to your list, membership duration, and other details.

In most cases, you don’t want to target people who just visit your website. For instance, if you want to get people to buy your products, it’s better to target someone who has visited the specific page for it or done a little bit more research on that product.

These people are likely to go back to your website as they’ve already expressed interest in your product. Here are the different options Google gives you to retarget your website visitors:

You can also target people who visit pages with a specific keyword. In some cases, this could be a service you render and can target people with related ads.

Sierra Trading Post was able to increase its conversions 5x by sending ads about products that website visitors previously viewed.

 

4. Schedule Ads

Like most things, timing is vital for the release of your product. If you’re marketing your products or services to potential customers too early or too late, then the probability of making a sale is low.

There are certain times of the day or year when people are likely to buy your products. For instance, if you sell coffee, you might want to target people during their work breaks or early in the morning when people are on their way to work and most likely to stop and grab a cup of coffee.

Likewise, if you sell a software service that people use at work, you shouldn’t be running ads at midnight when people are out of work and not likely to see it.

This also applies to seasonal goods. With your ad schedule, you can set your ads to run at a specific time and you can also increase your bid during this period to ensure your ad is at the top of the search engine rankings.

So how do you schedule your Google Ads? To schedule an ad to run at a particular time, navigate to the campaign where your ad is and click on “Ad Schedule.”

Click on “+ Ad Schedule” when you get to the next page.

On this page, you’ll have to set the time and day your ad should display. You can also select the 12 or 24-hour clock format. Click “Save” after you fill in the details.

If your ads perform better at a time of the day, you can increase your bid during this time to ensure your ad is more likely to be at the top of the list for that time.

With ad scheduling, you can display your ads at times when potential customers will see it and give your ad more of a chance to be successful.

 

5. Carry out A/B tests

What is the exact way to attract prospects to your business all of the time? This is a question no marketer can answer because different businesses have different customers and they can’t read their minds. Also, what worked yesterday may stop working tomorrow.

Therefore, testing is an integral part of any marketer’s job. It’s one of the best ways to gauge and improve on what’s working. A/B tests are even more effective because your results are not based on guesswork.

You can experiment with different parts of your ads to see what work and what needs to be eliminated. And with A/B testing, you can improve your marketing based on what your prospects prefer rather than your own opinion of what you like.

To create an ad A/B test, go “Drafts & experiments”:

After this, click on the “Ad Variations” tab and then click on “+ new ad variation.”

Then select the campaign where you want to run your ad variations. Rather than run your tests across multiple campaigns, the best practice is to run your tests on one campaign to be able to measure your results effectively.

After selecting your campaign, you can then filter your ads using different headlines, descriptions, and path. Then the second filter allows you to modify your ads based on whether they contain, equal, start with, or end with a word or character:

After doing this, you have to create your ad variations. Create 1-3 types of ad variation, which are:

  • Find and replace
  • Update text
  • Swap headlines

As the name suggests, “find and replace” allows you to test two different words in your ad copy.

The update text option allows you to make more changes than just “find and replace”:

Swapping headlines allows you to test two headlines to gauge which is the most effective one:

To apply your ad variation, set the details of it like adjusting the name, start date, end date, and experiment split. After setting this, click on “Create variation”:

After setting up your test, it’s important to leave your ads to run for a decent period of time. This will allow your ads to have enough impressions to ensure the accuracy of your test.

Apart from A/B testing to improve your Google Ads, you can also use these insights in other parts of your marketing.

 

6. It Provides Keyword Ideas for SEO

Google Ads provides extensive data about your keywords like which keywords are bringing traffic to your website and which keywords lead to the highest conversions.

With these pieces of information, an SEO company can improve your ads by focusing on the high-performing keywords to increase your revenue. But you can also use the details you get from keywords on Google Ads to improve your SEO service strategy. The search term report is one of the most important to check out when analyzing your data as it shows you the keywords that have high impressions.

You can also see keywords with high click-through rates and conversions, giving insight on what prospects are searching for, as well as the best keywords to target if you’re pursuing conversions. Include this keyword in your content to pursue a long-term goal of ranking for that keyword. It’s possible after a period of time that your page will rank high for the organic result and also high for the ad placement.

This helps you to dominate the search results page and attract more clicks. To utilize this report, go to the keyword section of your ads account. Click on the “Search Terms” tab. You’ll see more details about each of the keywords.

Another way you can use Google Ads to improve your SEO services is to identify ads with high click-through rates (CTR). Study these ads, analyzing the headline and the description, keeping in mind that an ad with a high CTR has done many things right. You can also use this ad headline for your title tag and the ad description for your meta description.

This can also apply to other tactics in digital marketing agency strategy like using this structure to create attractive headlines and meta descriptions for a blog post you’re trying to rank for.

 

Conclusion

If you think of Google Ads as just an avenue to display your ads and bring visitors to your website, then you’re underestimating the breadth of this effective marketing tool. Google Ads can do so much more to elevate your marketing to the next level.

The most important step you can take is to implement these strategies in your ads and soon you’ll see improvements in your marketing key performance index.

The Ultimate Guide to SEO in 2019

No matter how much traffic you got this year, I’m sure you want more high quality search traffic to your website in 2019.

However, it’s not as easy as it sounds. Improving organic rankings and traffic can be a complicated affair. Especially if you have little knowledge about SEO in which case we would suggest reaching out to an SEO company for advice.

This guide is going to prepare you for things to do in 2019 to get those precious visitors from search engines.

You may be asking: is it really important to rank high in Google and get more search traffic?

Yes, it is. Most of your potential visitors and customers use search engines to carry out research before they engage with a brand or buy a product.

According to HubSpot, 81% of online shoppers use search engines before making their purchase. 71% of B2B researchers conduct an average of 12 searches before engaging with a brand’s website.

Without a strong presence on search engines, you’re losing a huge number of customers and revenue in the process. But how can you change that?

We’ll go through some steps to help you achieve a high search engine ranking and traffic in 2019.

1. Conduct a keyword research

While you’re happy to show up on search engine results, showing up for the wrong keywords will do little for your business.

The main point about your website showing up for keywords is to be able to convert that traffic into leads and customers.

You can only achieve this when visitors come to your website through keywords with the right intent.

Maybe you know 1 or 2 keywords that show the right search intent for your business. Keyword research can help you to discover many more of these keywords.

To perform keyword research, you should have 2 or 3 keywords in mind. This could be a general keyword for your industry or preferably keywords showing the intent you want.

Carrying out effective keyword research requires tools to help you out and potentially even a digital marketing agency to give you insights into the results these tools will dish out.

Some popular tools, our Atlanta SEO Company is using, to help with keyword research are SEMrush, Ahrefs, Cognitive SEO, KeywordTool.io, Ubersuggest, etc.

Let’s check both KeywordTool.io and Ubersuggest. Because you can use these 2 tools without a subscription.

KeywordTool.io provides keyword suggestions using the Google autocomplete feature. However, it gives you more keywords than you get on Google search box. To use the tool, navigate to the website. Enter your keyword and select the country you’re targeting.

When you click on “Search,” it brings you keywords similar to your keyword that searchers have used in the past. You can get many keyword suggestions that you’re unaware of.

To use the Ubersuggest tool, navigate to the website and enter your keyword and select the country. Click on “Search.”

This will show you details about your keywords like the search volume, SEO difficulty, paid difficulty, and cost per click (CPC) which is also used in PPC Management.

Furthermore, you can also see keyword ideas similar to your keyword. You’ll find those details about the suggested keywords too.

Also, you can check the SERP analysis to see the pages currently ranking for your target keyword. This will show you the competition you need to beat. Likewise, you can visit these pages to see what they’re doing.

You must note that keyword research is a vital part of ranking high in search engines and making it count. If you get every part of your SEO right but rank for the wrong keywords, what’s the point?

2. Produce Long-form Quality Content

In the past, you could just add as many keywords to your post as possible. And then, your post would rank high. Not anymore. Your website posts need to be detailed.
This is, however, easier said than done.

According to Google’s search quality guidelines, high-quality content requires a significant amount of time, effort, expertise, and talent/skill.

A high-quality page is expected to have features like a high level of expertise, authoritativeness, and trustworthiness, a satisfying amount of high-quality main content, and other features.

Having said these, one question you might still have is: how long should your content be to rank high on search engines? It depends. After a study of 1 million Google search results, Backlinko found that an average number 1 result on Google had 1,890 words.

This number will not make your content automatically rank. But it increases your chances. A short post will rarely have a high rank.

The length of your content will depend on the topic you’re writing about. Generally, a wide topic will require a higher number of words than a narrow topic.

In another study of 1 million articles by MOZ and BuzzSumo, they found that longer content tends to have more social shares and backlinks than the shorter ones.

To give your content a better chance of ranking, you should add LSI keywords to your content. LSI stands for latent semantic indexing. These are keywords that are related to your main keyword. They could be synonymous as well.

For instance, having words like fruits and trees in a post about Apple will tell Google you’re talking about the fruit.

Meanwhile, having words like the smartphone, iPhone, or Tim Cook in a post about Apple will tell Google it’s the smartphone company.

You can use the LSI graph to find LSI keywords for your target keyword.

How often should you publish a post?

As often as possible. In a study by HubSpot, they found that companies that published over 16 blog posts monthly had 4.5 times more leads than those that published between 0 and 4 posts.

This is not a fast rule. Having detailed quality content is usually more important than just publishing posts every day.

It’s necessary to keep a schedule to publish content. This could be twice a week, or once a week, or once in 2 weeks.

Add visual content

To make your content better, it’s necessary to add visual content like images. In another sense, you can have your content in other forms like infographics, podcasts, and videos.

Content continues to be an integral part of a Search. And many people go to search engines for content. According to a study by HubSpot, 52% of consumers catch up on news, business, and lifestyle stories online through a search in Google or other search engines.

By creating quality content and building backlinks to his website, Felix Tarcomnicu increased organic traffic to his website by 210%.

3. Submit sitemap and robots.txt file

Your website sitemap is a file that presents the URLs of your website to search engines. Your robots.txt file tells search engines what content to index on your website and those to exclude.

This helps your pages to get indexed on search engines. Without your pages in the search engines index, it’s impossible to appear in search.

To avoid such an occurrence, it’s vital to add your sitemap to Google Console and also add the a robots.txt file to your website.

To add your sitemap to Google Console, navigate to the dashboard and click on “Sitemaps.”

This will lead you to a page where you can enter your website sitemap address.

It’s also necessary to add robots.txt file to your website to instruct search engine bots the pages to add to the Google index and those to leave out. If you use WordPress, you can add your robots.txt file or edit it through the Yoast SEO plugin.

To do this, go to your WordPress dashboard and click on “tools” under “SEO” if you have the plugin activated.

This will take you to a page with options. Click on the “File Editor.”

If you’ve never created one, you can click on the “Create a robots.txt file” button.

You can then save your changes.

It’s also important to know the number of your pages indexed in the search engines. To do this, navigate to your Google Console dashboard and click on “Coverage.”

This will lead you to a page where you can see the number of your pages with errors, valid pages with warnings, valid pages, and excluded pages. Here, you can easily find a page with an error or one that’s not indexed.

When your page is indexed, there’s a chance it can rank for your target keywords.

4. Optimize for Rankbrain

Over the years, Rankbrain has become an important ranking signal. In fact, according to Google search quality analyst, Andrey Lipattsev, Rankbrain is the third most important Google ranking signal.

But what is the main function of Rankbrain?

It helps to rank pages based on users’ interactions. One of the main factors that affect this is the dwell time. How long do visitors from Google search engine spend on your website before leaving?

To optimize your website for Rankbrain, you need to reduce your website’s bounce rate and increase the time on site.

One thing you also need to do is increase your click-through rate (CTR) on the search engine results page (SERP).

A CTR study found that search rank is correlated with CTR with the number one result having a CTR of 31.52% on desktop and 24.05% on mobile.

It’s important to note though, that a high CTR won’t help your page if it has a high bounce rate.

5. Optimize your website for mobile

If you want to get more traffic from search engines, then you need to pay more attention to mobile devices.

This is because more of your potential visitors from search engines are coming through mobile devices. In fact, about 60% of Google searches are done on mobile according to a report.

The shift in search traffic from desktop to mobile has also led Google to mobile-first indexing. This means that Google will index the mobile version of your website before the desktop version.

With a poor mobile site, it becomes difficult for your website to rank on search engines.

Is your website mobile friendly? You can find out by using the Google mobile-friendly test. Enter your website address into the tool and click on “Run Test.”

This will show you whether your website is mobile-friendly or not. You’ll also be able to check other issues with your page when you click on “View Details.”

If your website has a responsive theme, it’ll adapt to any device accessing it.

However, if you have a separate mobile version of your website, you should always test if it’s mobile-friendly. If I’ll give you an advice though, forget about a mobile version and just use a responsive theme.

By making the transition from a non-responsive mobile site to a mobile-responsive site, Offspring got a 25.59% increase in organic traffic and 102.58% year-on-year rise in mobile/tablet revenue.

6. Improve your website speed

With the improvement in internet connections and technology generally, your website visitors expect a fast site. Having a slow website will increase your bounce rate.

Obviously, this means your page isn’t providing value to visitors and it will be pushed down the rankings to be replaced by faster websites.

In a study by ThinkWithGoogle, a faster page speed leads to a lower bounce rate.

But if you don’t know your website speed, how can you improve it? Some tools you can use to find your website speed are Pingdom, GTMetrix, Google Page Speed Insights, etc.

To use Pingdom, enter your website address into the tool and select the location of the server to test from. The location of your server should be the closest to your ideal visitors. Click on “Start Test.”

Pingdom will show your performance details like load time, page size, number of requests, performance grade, and other details.

Apart from this, you can see your website’s detailed speed analysis. You’ll see areas to improve to increase your website speed.

To improve your website speed, there are some steps you need to take. These are:

i). Compress images and videos
One of the main contributors to a heavy page is media content. Having heavy images and videos on a page could slow your page considerably.

When you reduce media size through compression, it goes a long way to speed up your page. An example of a tool you can use to compress your images is JPEG Optimizer.

ii). Use a content delivery network (CDN)
A CDN helps you to host your media content. This means your page can load faster. Some content delivery networks you can use are Cloudflare, MaxCDN, Amazon CloudFront, etc.

iii). Use a fast host
A slow host could make your website slow. To improve your website speed, you should consider using a premium host that will offer better speeds.

iv). Use accelerated mobile pages (AMPs)
To improve load speeds in mobile devices, Google initiated the AMP project which works with various web design& development elements to get pages to load faster. These pages are lighter than traditional pages and load much faster. An average AMP loads in less than 0.5 seconds.

By increasing his website speed, Nicholas Kinports increased organic traffic to his website by 70% in 3 months.

7. Invest in Video

For a few years now, videos have been increasing in popularity. That’s only set to continue in 2019. According to forecasts by Cisco, 82% of consumer IP traffic will be video by 2021, up from 73% in 2016.

Do you have a strategy for creating videos?

If you don’t, you need to know that YouTube is the second largest search engine. And according to data from Jumpshot compiled by Rand Fishkin, YouTube has double the number of searches on Bing.

Whatever service you offer, there’s someone looking for it on YouTube. It can also be an edge if your competitors currently have no plan for videos.

Added to this, videos are showing up more in searches, mostly videos from YouTube.

You can see a series of videos in the search results for some search terms. According to research by Searchmetrics, 55% of Google search results contain a video. 82% of these videos are from YouTube.

In some cases, Google show snippets of a video as the top result. This part of the video will help answer the searcher’s query.

One way to optimize your YouTube videos for search engines is to include your keywords in your video title and also channel keywords to improve your channel’s visibility.

8. Optimize your content for Voice search

Voice search has been increasing in popularity in the past few years.

One of the reasons is due to the accuracy of voice algorithms meeting up with that of a human. Voice search algorithms now have an error rate of 5.1% which is on par with a human.

With the introduction of Amazon Echo, Google Home, and Apple HomePod in recent years, voice search traffic will only continue to increase.

With these smart speakers, users can now carry out many functions in their homes like regulating temperature and others.

Added to that, users can search through their voice to find important information. They can also shop, add products to their carts and order products.

The catch here is that these smart speakers only use voice. And they’re becoming more popular. According to a study by NPR and Edison Research, about 1 in 6 American adults have a smart speaker. This about 39 million American adults. You can’t ignore such a huge number.

Just 2 years ago, voice search accounted for 1 out of 5 Google searches on Android devices. That will only increase as the years go by. But if you want to optimize your website for voice search, you need to know some of its characteristics.

Voice search tends to be conversational as most people talk to their devices like fellow humans. It also tends to be longer than typed search as it’s easier to speak than type a query.

For voice search results on smart speakers, the answers are usually taken from the featured snippets on the search results page. Usually, a page that has the user’s question has an edge to be the answer to that query.

If you’re targeting a keyword for voice search, you should think of the most likely question a searcher would ask. Include this question in your content.

Below is an example of a page that features in the snippet for a question it has on its page.

However, before you think of targeting voice search queries, your website needs to be on the first page for that search term.

According to an analysis of 10,000 Google Home results by Brian Dean, over 74% of search results for smart speakers are taken from the top 3 results and less than 10% are from the fifth to tenth position.

9. Build backlinks

Gaining backlinks from other websites is a sign of trust in your website content. Backlinks have always been one of the most important ranking signals. And it will continue to be into 2019.

In fact, backlinks are one of the 3 most important ranking signals with content and Rankbrain as the other two.

One fact about backlinks is that both the quantity and quality of the backlinks you gain matter.

For instance, getting a link from the New York Times will do a lot more for your search ranking thank a link from a website nobody has heard of.

Having said that, getting many links from authoritative websites also beat getting one. In Backlinko’s study, the number of backlinks to a web page has a correlation to their position on the search results page.

The bad news though, is that getting backlinks is a difficult task. So what can you do to get more backlinks for your website?

i). Guest blogging
One of the factors that affect the quality of a page is the expertise, authoritativeness, and trustworthiness of its author.

One way to show these traits is through guest blogging. This helps you to have access to a wider audience than your website.

More so, you get a backlink to your website in the author bio section of the post. This is an example of a guest post by Dr. SharonroseSamelak on “Bodies for Birth” and a backlink to her website.

ii). Posting in forums
Many times, people look to forums to ask questions. Sometimes, it could be as a result of not finding a suitable answer on search engines.

A forum also provides an opportunity to build relationships with potential customers and fellow professionals.

While answering a question, you may give a brief answer and link to your web page that answers that question in details.

This is an opportunity to provide value and also gain a backlink. This is an example of a question on Quora:

Neil Patel answered this question briefly and also added a link to his website that answers the question in details.

iii). Getting featured in Podcasts
This type of content is becoming popular with website visitors. According to the infinite dial study by Edison Research and Triton Digital, 26% of Americans listen to podcast monthly.

That’s up from 24% in 2017. And 26% represents 73 million Americans!

Featuring on a podcast is an easy way to gain a backlink to your website. This podcast could be an interview or a discussion about your area of expertise. Most times, it would take you less effort than writing a guest post or link building outreach. And you’ll get a backlink. This is an example of a podcast featuring Brian Dean and a backlink to his website.

iv). Carry out research/study
In every industry, writers and other professionals are always looking for data to back up their points.

When you carry out a study with results that prove this point, websites will link to your website most times they use statistics or results from your study.
An example is a study about YouTube videos by Brian Dean. That study had 342 backlinks in over a year and a lot of search traffic.

v). Tracking mentions

If you have gained some popularity online, some websites will make reference to your name or business name. In some cases, these websites may fail to add a backlink to your website. You can reach out to the webmasters to add a link to your website.

A tool you can use to find these mentions online is Mention. You’ll see your mentions online and those without links.

You can also set up alerts for when your name is mentioned online.

10. Optimize your website for Local SEO

If you sell a product or provide a service, you want to attract more customers from your locality. To do that, you need to improve your Local SEO. According to think with Google, about 4 in 5 consumers carry out local searches.

Furthermore, people who perform local searches take action quickly. The study found that 50% of people who perform a local search on their smartphones and 34% of those who do the same on their tablet/desktop visit a physical store within a day.

To improve your local SEO, some steps you need to take are:

i). Add your business to local listings
Having your business on local directories helps to confirm the credibility of your business at a particular location.

For search engines to produce local search results, they have to check the number of local listings your business appear to authenticate it.

According to a study by BrightLocal, businesses that appear in top 3 locations of local searches have an average of 85 local citations.

Your business should appear in general local business listings like Google My Business, Yelp, Bing Places for Business, Foursquare, etc. Likewise, your business should appear in directories related to your profession.

For instance, a doctor should appear on local directories like RateMDs, ZocDoc, Wellness.com, HealthGrades, etc. or a lawyer on Arvo. Added to that, you should have your business on listings that are present in your city.

Adding your business to these local directories will improve its chances of ranking for local keywords.

It’s also important to note that your business name, address, and phone number (NAP) should be consistent across all your local directory entries.

When you have varying information on different platforms, it causes confusion to search engines as your business may start looking like 2 entities. This could see your local search rank drop rather than go up. Below is an example of a local listing by Dr. Shoshany on ZocDoc.

i). Create a Google My Business Page
This is one of the most popular local listings your business should appear on. With this page, your business can appear on Google local map pack where 3 businesses appear on the front page for searches with local intent.

Apart from that, it also allows you to have all the important information a searcher needs to get in touch with your business.

To create a page for your business, visit Google My Business and click on “Start Now.”

This will take you through the pages to provide your business details. When you’re done, you can verify your business through the options Google will provide for you.

After verification, you’ll have full control of your page. It’s necessary to add details like images, opening hours, website address, and other additional details. You should also update your Google My Business page with posts.

This could be new developments in your business or promotional offers. Below is an example of a Google My Business page by Dr. Shoshany.

ii). Encourage User reviews
When you say your business is good, it may be a lie. But when an external source, who has nothing to gain, says it, it’s more trustworthy. This is why user reviews are powerful tools you should employ to improve your local search rankings.

According to a study by BrightLocal, 85% of consumers trust online reviews as much as personal recommendations. But the reality is that not every satisfied customer will drop a review.

Because it doesn’t cross their minds. You need to remind your satisfied customers to drop a review for your business. This will make your business look more authentic to a potential customer and help to boost your local search ranking.

Below is an example of reviews on Dr. Shoshany’s Google My Business page. You can see that he even gave replies to some reviews to further explain some of their services.

Final thoughts

2019 is another opportunity to meet your lofty business targets. But to do that, you need more leads and customers. One of the best sources of both is targeted traffic from search engines.

When you follow these steps, you have a great chance of ranking higher for your target keywords. I wish your website and business the best in 2019.

How to Rank Competitive Keywords in Google’s Top 10 Organic Results

Competitive keywords are hard to get up in the top of the list of search engine results. Therefore, you need to have a great strategy in place in order to move the needle. In this article, we’ll cover how to do it.

The truth is that search engine optimization (SEO) can be a big challenge if you’re new to the game. And as the Google algorithm continues to evolve, many factors can affect your website ranking.

Google’s goal is to give users the most relevant results based on the keyword they searched for because for them it’s all about satisfying the user so they continue to make Google their number one search engine to use.

Because if they use Google all the time, then the more money Google makes. And that’s a smart business move on their end.

In order to be the best result in a search and appear at the top of the rankings, you have to optimize your website by filling its pages with target keywords and useful content.

Knowing how to rank competitive keywords in Google’s top 10 organic results can make or break the success of your campaign.

But it’s doable. Let’s consider some of the effective ways to push a competitive keyword into the first page of Google organic results:

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Step 1: Lay the groundwork by identifying competitive keywords

This step serves to identify competitive keywords related to your business that you want to rank at the top of Google’s first page results. [source]

Conducting a keyword search to identify the most important keywords is an integral part of a successful SEO strategy.

You also need to evaluate the right keywords to target and ensure they’re relevant, intent-driven and have potential to drive web traffic or sales.

Since you’re going to be targeting ‘competitive’ keywords, you also must ensure that in the end you maximize your ROI for the time, money, links, and other resources you invested into it.

No matter what your industry, competitive keywords abound. For instance, in the fitness niche, a few of the hard-to-rank key terms are:

Weight loss programs
How to lose weight
Burn fat pills
Lose weight quickly

Note: These competitive keywords can be seed keywords or long-tail key phrases. You can tell by the number of authoritative websites targeting them and noticing their search volumes.

Researching and evaluating the right keywords requires not only time but also know-how and experience.

By taking the time to do some keyword research, you will end up with a comprehensive keyword selection which can be used to optimize your website.

Experience has shown that between 100 to 1,000 (or more) relevant keywords are ideal for launching your campaign.

Step 2: Find Related Searches

It’s always good to target several closely-related keywords in your web pages so that Google can easily understand what the page is about.

Integrating valuable keywords and variations of these keywords into your content is a smart way to get ahead of the curve. One of the quickest channels to find related searches is through the Google search engine.

To do this, simply enter and search for a keyword, scroll down, and you’ll find related searches. For example, here are the related search terms of the keyword “weight loss myths”:

Along with Google, you can also use third-party tools. SEMRush is a powerful tool for generating matching keywords for your website and it provides detailed information about the value of these keywords in both organic and paid search results.

For each keyword you find, the tool also shows other valuable information such as search volume, the number of search results, CPC, trend, and advertising text for the term you are looking for.

You’ll also learn what top websites use certain keywords and what their favorite landing pages are.

And with SEMRush, you can find keywords variations that match your primary keywords.

A list of alternative searches, including specific keywords or keyword groups, can also give you ideas to significantly increase your visibility on the web.

To generate similar keywords, SEMrush analyzes domains in Google’s Top 100 and Bing for specific search terms and creates a list of the keywords they share.

Their extensive list of synonyms and variables relevant to the search term gives you an endless source for you to expand your pool of keywords.

To get more accurate results, you can also specify the geographical location and the type of device that was used to perform the search, and even integrate Google Analytics and Google Search Console into your SEO strategy to maximize results.

If you want to monitor some very specific keywords that are not in the SEMRush database, you can also add them to the campaign to be crawled.

One of the best features of this tool is the ability to choose up to 5 competitors whose positions can also be tracked and compared to yours.

You can view information about websites that show the greatest increase or dropin the timeframeyou choose, quickly revealing whoyour top competitors are.

Step 3: Conceptualize the Content

Every content strategy has to start with the topic of which to base the content around. To conceptualize this, you have to have a clear goal that you keep in mind as you create and publish the content.

There are those who think that to get thousands of visits per month to a blog you have to consistently publish new content. However, it’s a good rule of thumb to post once a week to keep your content relevant and timely.

More importantly, you must always look for the consistency and coherence of the content — and it is preferable to cover one or two areas well rather than try to dabble in everything all at once.

That’s why creating a holistic content marketing strategy that depends on identifying and understanding the end user’s motivation has become the new norm. Anyone who wants to rank well in today’s digital marketing world must share rich and helpful content, like highlighting a topic using different perspectives, answering most-asked questions, and providing solutions.

If the content meets these requirements, it deserves to be shared and Google will notice. This kind of conversational and helpfulcontent is inherently optimized for the right keywords and synonyms without having to manipulate the search engine/keyword crawling algorithm.

Since you’re primarily going after competitive keywords that have at least a monthly search volume of at least a thousand, make sure they’re long tail and made to reach a specific audience.

Step 4: Execute

Ideally, your main keyword should appear first or at the beginning of your title or headline. This is important because Googlebot will access your content title first before moving on to the main body of your text.

Not only does Google attach great importance to the title of the text, it is many times also the first starting point for the user. “8 out of 10 people will read the title of your content and 73% of buying decisions are made at that point,” says Ted Nicholas.

Especially in the case of an article or blog posts, users first check the headline (and ow relevant the keyword is) and determine in a matter of seconds whether they think the rest of the article is worth reading or not.

According to many studies, search engines classify the beginning and the end of an article as particularly important since many internet users only read the introduction and/or the conclusion.

Therefore, the most important keywords should always be in the introduction and conclusion. Here’s an example of a title with the target keyword appearing first in the title:

Remember that a lot of online users no longer read web texts word for word, but scan them for specific patterns and pick out the information they want.

Content creators and web designers have to capture the reader’s eye and one of the ways they do that is by placing crucial words as far to the left or towards the beginning of paragraphs as much as possible.

Even if you are a content creator who has a limited influence on the presentation or content topic for the website, try to integrate the main keywords in there.

Subheadings of articles are also considered visual anchor points and should contain keywords as they provide a quick overview of what the users (and Google) will find in the next section of the text. Subheadings also greatly tie into the entire content of the page.

Step 5: Optimize For Your Keyword

If you have found relevant keywords that are directly related to your product or service, then you want to create landing pages to properly target these keywords

Use the keyword exact match in the title of the page, in the H1 and H2 headings, in the meta description, and in the content body itself.

Make sure keywords appear natural and not too close to each other. Better yet, use the main keywords a few times and then focus on the LSI keywords or synonyms.

Since Google is increasingly looking at the context of a page, it is important to use semantically-related terms as well.

But in most cases, you do not have to pay attention to this- just write naturally and the rest will come.

Basically, every section of a web page should address the reason of how a user found you and decided to click on your page while also integrating specific keywords. And also- avoid over-optimization at all costs.

Step 6: Publish and Promote

Promoting keywords is nothing more than focusing on targeted, accurate distribution of keywords on your website and thus making it an essential part of off-page optimization. Basically, getting the word out and live on your website is the easiest way to maximize the potential of your content.

The Internet is a give-and-take platform, especially in social media marketing. So, to make your own promotions a lot easier you should also boost other people’s content within your niche.

To do this, connect with influential bloggers and interesting companies in your industry on social networks. How? By rating, sharing, and liking their content, you increase the chance that they will push you and your content as well.

Again, this is basically a win-win situation for you.

There are a variety of ways you can do this. Test yourself- take a small step each day to connect more with your readers.

Set realistic achievable goals for yourself and don’t get discouraged if some of the strategies presented here take longer to complete. Take promoting your content seriously and keep plugging away at it.

That’s the best way your content marketing strategy will work and soon you may find it into other blogs, social sites, discussion boards, and so on.

No one can deny that the success of a website is much broader than just keyword positions and that there’s definitely a science to it.

And the constant monitoring and analysis of your keyword positions is an important tactic that should always be in your digital marketing strategy.

These positions/rankings over time clearly indicate success or failure, allow you to understand your position in relation to your competitors, and help you to plan your budget and amount of time dedicated to SEO.

But do not forget that the position of a keyword is only one piece of the great SEO puzzle.

The positions provide you with great information if you know how to access it correctly.

If you take this into consideration, you can make the most of your efforts and investments in SEO.

Conclusion

It is important to have a mixture of both short phrase keywords (head terms) and long phrases (long-tail keywords) while creating content for your online advertising strategy.

Head terms tend to be the most used in searches and are more competitive. Likewise, long-tail keywords tend to attract more qualified leads that hopefully turn into customers. This will give your keyword strategy the right balance.

How and Where to Find the Best Atlanta SEO Experts

Finding a reputable search engine optimization expert in Atlanta can be a really tough task as hiring a search expert is different from hiring an office secretary as too many self-proclaimed SEO experts have infiltrated the industry.

But hiring an SEO expert to run your SEO campaign for your brand is extremely important if you want to measure up with your competitors and generate more customers organically.

In fact, marketers see SEO as becoming even more effective, with 82% reporting effectiveness is on the rise and 42% of this group stating effectiveness is increasing significantly, according to a research by Marketing Drive.

It’s no wonder more people are getting interested in the industry. For example, if you want to use Google to find the best SEO expert in Atlanta to work with, you’ll be served with a bunch of results.

Let’s say you search for the keyword “Atlanta search experts,” you’ll get over 55.9 million results.

This is basically because the industry is one that’s relatively easy to enter. You could even find people offering to run your SEO campaign for $49 – $150 per month.

Some very good advice will be to run away from that offer as there’s nothing like cheap SEO, however, you can get affordable SEO services from specialists within your budget — affordable is not cheap.

In this article, I’m going to make it a lot easy for you to find the best candidate to run your SEO campaign.

Let’s start with the how then the where:

If you’re serious about getting a really good organic search expert in Atlanta, you’ll dedicate some time to actually go through the process to find the best even though it’s a bit tedious.

To start with:

Build a smart consideration of the traits that’s important to you

You want to look for a search expert in Atlanta who has some specific traits you think will help you achieve the highest level of success in your campaign.

For example, you want to hire a consultant or an agency with the following traits:

i). Experience: Experience most of the time is overrated. What’s important is getting someone who has the drive to get the work done. However, the good old experience can be a strong metric to help you determine who to hire for your project.

Some businesses want to hire entry-level SEO consultants in Atlanta. The crazy thing is that in the SEO industry, experience matters.

An experienced SEO expert should have a huge knowledge base of the industry standards and will do everything possible to avoid pitfalls that could hurt your rankings in the future. This re-echoes the fact that experience is the best teacher.

ii). Agency websites: You can take a look at a couple of SEO consultants and agencies websites you’ll like to work with a good place to find them is on Google. You can Google “SEO agency Atlanta” and you’ll get a bunch of results pick 3 – 6 of them for analysis.

Even if you’re sure of a particular agency you want to patronize, it makes sense to investigate a couple others.

iii). Price: The rule of thumb is that you should stay away from cheap Atlanta organic search experts. Because, of course, you’ll get what you pay for. If you pay $50 per month for an SEO work— which is ridiculous, you’ll sure reap spammy links and a Google penalty after a couple of months.

In your search, look for an affordable SEO within budget. Sometimes, also understand that price can even be deceptive but it’s safer to bet on an agency or consultant that their SEO pages start from $1,000/month and have a good track record of success.

iv). Background: Have they worked with clients in your industry before? Reach out to those clients and ask them about their experience with the SEO expert. Ask them to give you a couple of contacts of their clients.

And it’s okay if they don’t have a 100% positive feedback. There is no way everyone he’s worked with will be happy with their service, at some point things may go wrong, but if the number of people saying positive about them out weight those who are saying negatives, you should give them a consideration — that’s not a silver bullet anyway. So check other criteria.

v). Timing/availability: Are they available to work with you right now or they’ve got lots of jobs and will fix yours in a later date.

vi). Geography/Location: And this one, geography is important. You should be able to meet an Atlanta search expert in Atlanta.

Find out their office and get to meet them in person. Even though that isn’t necessary to get the job done. Any SEO anywhere in the world can get the job done, but if they say they are an Atlanta search expert? They should have an office in Atlanta.

These are some of the considerations you might put have in mind, you could add more to the list.

Insist on reports

Ensure that the search expert is going to share their reports with you — Whether weekly or monthly.

They should be able to show you how far they’ve gone and what they have done so far — what changes they have made to your website, how many links have been generated already, what’s better now from what it used to be, any improvement on ranking yet?

For this one you need to be careful as rankings aren’t typical, it might take a longer time for the rankings to improve but it sure will if they do the right thing with the right strategy that aligns with Google webmaster guidelines.

Ask questions

If you are looking to hire a search expert, you should see yourself like a HR and act like one.

Ask the expert a couple of questions to know if they’re a best fit for the kind of search expert you’re looking to hire.

Some of the questions you could ask them include:

a). May I have a list of current and past clients? Experts who have been in the industry for a couple of years should have worked with a number of clients. Make them provide a list of some of the clients they’ve worked with and the results from their campaigns.

Except if you’re looking for an entry-level search expert in which case you shouldn’t expect much from but should be able to show you traceable results from some previous campaigns they’ve done for their clients.

b). How will you improve my search engine rankings? There are a lot of ways your rankings can be improved. One way could be by trying to manipulate the search engines and another by doing the right things.

Make them show you exactly what they’ll do to improve your rankings.

c). Do you adhere to search engines’ webmaster guidelines? If their answer to this is a “no, Google’s guideline is limiting we have a our secret sauce,” please, wave them goodbye. This is really dangerous.

d). Can you guarantee my website will achieve a number-one ranking on Google, Bing and Yahoo?

I understand perfectly that you want to rank on the number one spot for your keywords, but if a search expert gives you a guarantee that your website will rank on the number one position on search engines, that’s a sign you shouldn’t work with them.

They should tell you that they’ll help you boost your rankings to the first page for your keywords, but there is no guarantee. It’s not as easy as taking it and placing it right there. Google has the final say. If everything works as it should and they do their job well, at the end of the campaign, everyone should go home smiling.

e). What is your process like?

Some SEOs will be hesitant to tell you this but this is really important, it’ll help you find out if they’re going to do the right thing or not or if they even know what they are doing in the first place.

They should give you a clear break down of their process. Here is an example, of course, this is not exhaustive.

Source

f). How will we communicate and how often? Communication is key in business. You want to be able to communicate with the expert using a channel they are more conversant with.

Do they use a productivity tool such as Trello or any other platform to help keep you in sync with the entire process? A means of communication is important.

Lastly, check for their online contributions — blogs, comments, social media, forums, e.t.c. This will help you know how knowledgeable they are about the industry and a little bit about their attitude — rude, mean, or nice, etc.

So now let’s see the where:

Start with your network

The very first place to start with is your network. You could have an expert in your connections without even knowing. Checkout your connections on LinkedIn, offline, and on other social platforms.

And note that because they are your connections doesn’t automatically mean that you won’t investigate them properly to know if they are a good fit. You should go through the process as usual.

Quora + SEO forums

Quora is a great place experts go to express their views. You can find SEO experts in Atlanta they who are giving out valuable contributions.

Go through their profiles and follow through to their website. Check them properly and contact them if you like them.

Recommendations from your connections

Your connections could know an expert they can refer you to. Contact them and you might be lucky to meet with someone you’ll be happy to work with.

Google

And finally, Google is a great search engine to find anything you want with the right keyword combinations. If you type “Search experts in Atlanta,” you’ll see a bunch of results.

Filter them by going through the pages on the first page and checking them out one after the other and of course, reach out to them to the ones that grab your attention the most. Make sure you go through the process aligned above to help you find the best for your brand.

Conclusion

There you go. Finding the best Atlanta candidate for your SEO work is a tough job, but with these simple steps you can be sure to stay out of trouble and to hire the right person or agency that can effectively and efficiently help you rank your website with the right strategy.

The Quick Guide to Using Link Reclamation to Rank High in Google

Link building is one of the most important activities to improve your ranking in Google top 10 organic listings.

In fact, in our online marketing agency environment, link building is considered as one of the most importance SEO practices because it’s the culmination of several other skills (e.g., content marketing, relationship marketing, copywriting, content distribution).

Links to a page shows the level of authority of such a page. Every website owner is looking for ways to increase the number of links to their website, especially quality links that you gain through any or all of the tactics illustrated.

Google (and other search engines) see this as one of the determinants of the quality of your content. It means that when you have a high number of quality links from authority websites, Google reads that as people having trust in your content. And that is exactly what we are doing for our Atlanta SEO clients.

This increases Google rank for important keywords related to those pages. It is therefore no surprise, that this fact has set the fire in the bosom of most website administrators or even bloggers and everyone is hunting for new links every day.

But while doing this, you may have neglected a goldmine that is more accessible. What am I talking about? Link reclamation.

Why Link Reclamation?

In a simple explanation, link reclamation is the process of reclaiming links that you should have but for one reason or the other, you don’t yet have it.

You see, when your website has existed for a while, there is bound to be changes to your pages over time. Your web pages can’t possibly be static for the whole time.

So when you redesign your web page or the whole website, or when you change the link of a page, or change page elements, what could happen? This could lead to a change in the URL of your page.

When this happens, every link from other websites to that old URL will be broken. Dead.

It’s the typical 404 response page. Which means readers clicking on the link will not be able to access the content they’re looking for. You lose link equity this way.

And business in some cases, especially if those readers end up on a competitor’s website for the same information or service.

You should fix this as it’s easier than hunting for new links. People who linked to your pages already trust you and it will be easier to convince them to make the changes to the link address than someone who has never linked to you.

And in some cases, you don’t even need to contact anybody as you can fix the issues at your side. You’ll learn more about this later in this guide.

But that is not the only reason for link reclamation. In most content you find online, people mention different brands many times. And more often than not, fail to link to them.

Not because they hate your brand, but because they never thought of it. If you have a business that has been mentioned in a good light by an authoritative website, you would benefit by having a link to your website or a particular page that addresses the topic in which your brand was mentioned.

All you have to do is contact the webmaster of this authoritative website and nudge them towards that end.

Having said all these, how do you know if a URL of your page has changed? Or when your brand is mentioned? With the help of some tools and by following proven steps, you can fix this issue and stop wasting backlinks to your page.

When to reclaim links

These are the common situations that require you reclaiming links for your website:

404 error pages

This occurs when a URL of your page is changed. Any link to the old URL leads to a ‘404’ error page. Users who click the link are unable to find the page which is also bad for user experience.

Brand mentions

When your brand is mentioned in a positive light or praised for your expertise, it’s a situation that needs link reclamation. Users are able to click through to your website and get to know more about your business.

Which can only improve your authority and consequently your Google rank for related terms.

Coined terms

There are some terms coined by people on the web in relation to some processes. If you have coined one of such popular terms, you can request for links to the relevant pages on your website.

An example is the ‘Skyscraper technique’ by Brian Dean that became popular.

Infographics

Infographics get more engagement and shares than written content. Human beings process visual messages faster than written ones.

If you have designed a popular infographic relevant to your industry, you can request for people who use it on their website to link to you, the source.

An example of this is the periodic table of SEO success factors by Search Engine Land.

Case studies

Many times, a case study may confirm a hypothesis about a particular issue in your field. At other times, it could prove what you believed wrong.

No matter the result, case studies use facts to make points. If you have carried out a good one, you should reclaim links to your website.

Websites like eConsultancy and Marketing Sherpa carry out case studies regularly. This has made the websites popular and rank high in Google results pages.

Tools for link Reclamation

Searching manually for websites that have mentioned your brand or content can be practically impossible. You’ll discover some but miss most of them.

In this case, having effective tools will help you find the keywords you want to be linked to. Here are some of the tools you can use to track mentions of your brand or keywords and broken links so that you can begin the process of reclaiming a link to your website.

Find broken links

Google: Can you using tools? Most people say it’s usually enough in finding broken links but Moz’s Open Site Explorer (now, Moz Link Explorer) can also be used.

1. Google Search Console Tools

To find broken links on your website using this tool, login to your account. Then select the website you want to analyze.

On your dashboard, navigate to ‘Crawl’ at the sidebar. Click on the arrow beside crawl to release the drop down. Click on ‘Crawl Errors’ among the options.

In the ‘Crawl Error’ section, you’ll see the URL errors. Here, the errors are classified into 3 categories: server error, soft 404, and Not found. Soft 404 could likely be a slight redirect issue. To be on the safer side though, you should check both the Soft 404 and Not Found. You’re going to download these URLs.

Click on ‘download’ at the top of the URLs affected. After this, you’re given two options: to either download as CSV for Excel or download to Google Docs.

You can choose any option convenient for you. Let’s say you’re using Microsoft Excel, select CSV and click on OK.

You can combine both Soft 404s and Not Founds into a single Excel document to make your work easier.

Now you have your files on Excel. Expand the column A to show some URLs that are hidden and freeze the top row.

Now you have your list of URLs to work with. If you prefer using Google Docs, you can also download your URLs to it. In the option on Google Webmaster Tools, select Google Docs and click on OK.

This will open a new tab where your document is populated with the URLs and other details. Combine the soft 404 and 404 so that you can have both in one place.

Expand the first column so that you can view the URLs properly. Also freeze and highlight the top row.

Now you have the URLs to work with. The next step is to check the number of backlinks to each of these URLs.

2. Open Site Explorer (now Moz Link Explorer)
To use this tool, head to their page and enter your website URL. Click on search. This brings out the result of details about your website. Click on ‘Top pages’ among the various tabs shown.

This shows a list of top pages on your website. Just below the ‘Top pages’ tab, click on ‘Export to CSV.’

After downloading your list, open it on Excel. Now you have the list of your top pages. But you’re not looking for top pages alone, only top pages that are inaccessible to visitors and that might have a considerable number of backlinks.

The next thing to do is to filter your pages based on these criteria to get you the needed URLs. What you have to do is filter the HTTP status.

Click on ‘data’ at the top bar of your document and then click on ‘filter.’ This gives you the option you can use to filter like select all, 200, 301, 302, 404, and no data.

You can select 404 and 302 as the filters. 404 will show you the pages that are broken. 302 is a temporal redirect. You need to check these URLs as they’re not passing link equity.

These pages also fail to tell Google to pass the authority to the new destination page. You should look to fix this too. After the filter, it shows you the URLs in those categories.

On column F, you can see the number of domains linking to each of these URLs. You should look to fix any 404 page that has many links to it.

To use the new Link Explorer also by Moz, click on ‘Top pages’ at the sidebar and follow the steps above.

3. Ahrefs
You can also use Ahrefs to find web pages with broken links on your website. To do this, navigate to Ahrefs website. Enter your domain and click on the search button.

To find the pages with broken links, navigate to ‘Pages’ at the sidebar. Click on the drop down and click on ‘Best by links.’ This arranges your links according to the URL rating, starting from the highest. Add a ‘404 not found’ HTTP response filter to get a list of those URLs.

The list also shows you the number of referring domains to each URL. Also, if you want to see the referring domains that feature broken links to your website, you can use the Ahrefs broken backlinks checker.

To do this, enter your domain name and click on search. Navigate to the sidebar and click on the ‘Backlink profile’ drop down. In the options, you see broken under Backlinks. Click on it to give you a list of all referring domains. The anchor text of the links is also displayed on the table.

This is not advisable if you have a big site as this may give a result with too many pages.

Track important broken links

Now that you have gathered a list of the broken links on your website through one of the methods explained above, the next thing is to identify the important links to work on.

Mere looking at these URLs, you can identify some that are more important to the overall message of your website. You need to track the backlinks to these URLs and identify the most important backlinks.

1. Link Explorer
This is a new tool by Moz which boasts of more pages, root domains, and links than Open Site Explorer. To use link explorer to track backlinks, follow these steps:
Navigate to link explorer on Moz.

Copy one of the URLs in your list and paste it in the form on the page.

Since you’re only considering a single page, click on the drop-down where you have ‘root domain’ and select ‘exact page.’

After this, click on search. This will bring out details about the page you entered. But since you’re looking for the backlinks, navigate to the sidebar and click on ‘Inbound Links.’

To know the links that are transferring link equity to your page, set your parameters for Link type as ‘Follow’ and parameter for Link Status as ‘Active.’

You can export these data so that you can make reference to it later.

Then go through the same step for the other URLs. To see the links transferring the highest link equity, sort your backlinks by page authority. Through this you can identify the most important links. This is important if you have to contact webmasters later.

2. Ahrefs
To use Ahrefs to analyze a specific URL, copy the URL and paste in the search bar. However, in the drop down beside the search button, click on it and select a single URL instead of a domain. This helps you to analyze the referring domains to a single broken link.

3. Cognitive SEO
To analyze referring domains to a broken link, go to Site Explorer on Cognitive SEO. Paste your URL in the form and select URL from the drop down instead of domain or subdomain. Click on the ‘Explore’ button. This will give you results of the pages that links to the broken page.

It also show you the link influence of a particular backlink and the domain influence of the referring domain.

4. Majestic SEO
To use Majestic SEO, paste your URL in the form. Before you click on the search button, you can pick between fresh index and historic index. Historic index is probably better for checking the backlinks to this broken link as you don’t want to miss any referring domain.

When you click on search, it shows you the referring domains, anchor text, citation flow, trust flow as a summary. You can click on other tabs to see more details about each stat. You can click on ‘Ref Domains’ tab to check the domains offering backlinks.

There is a column that shows the number of backlinks from each domain. When you click on this number, it shows the URLs that gave backlinks to your page. It also shows the link type so that you can see whether they’re dofollow or nofollow and note the most valuable links. This is useful when a domain has many pages that link to a broken link on your website.

Find brand mentions

One of the ways you can reclaim links is through brand mentions. When your brand or a term you coined or your case study is mentioned in a post, you can request for a link to the relevant page on your website.

But to be aware that your brand or a term is mentioned, you need tools that will search on your behalf and tell you. You can use some of the tools mentioned below.

1. Google Alerts
Google crawls the web everyday and can usually find what you can’t. When you set up a Google Alert for a term, a message is sent to you when that term is mentioned on the web.

To create an alert, go to Google Alerts page. Enter the term you want to create an alert for. Note that you can set the terms in similar ways you use Google search.

  • You can use site:yourwebsite.com my brand name to restrict the alert to a single domain. When your brand name is mentioned on this website, you’ll be alerted.
  • Use “content marketing” if you want alerts that contains this exact phrase.
  • You can use “content marketing” + social media to alert you when the specific term ‘content marketing’ is mentioned and also social media in any variation.

After setting you alert, you have to provide the email it will be sent to. You can also customize your alerts with ‘show options’ drop down before you create it. Here, you can set frequency of alert, sources, language, region, etc.

After choosing options, you can see your alert preview before clicking on the ‘Create Alert’ button to create your alert.

After creating your alert, you can edit or delete it later.

Google Alerts is a basic tool for tracking brand mentions. It provides little details about your mentions compared to some tools having the same function. If you want something more comprehensive, then check the other tools mentioned below.

2. Buzzsumo
Buzzsumo gives you the opportunity to choose between 6 metrics to track. These include:

  • Brand Mentions
  • Competitor Mentions
  • Content From a Website
  • Keyword Mentions
  • Backlinks
  • An Author

Let’s take brand mentions as an example. To create an alert for brand mentions, click on the ‘Brand Mentions’ button.

This leads you to the page where you can enter the name of your brand. You can also indicate if the name should be case sensitive. You can indicate if an additional keyword should be added to your brand name or if a keyword should be excluded.

There are more filters you can use and you can click on that if you want more. When you’re through, click on the ‘Next’ button.

The next step asks how you want to be alerted and gives you three options. You can pick any that is comfortable.

After that, you’re taken to the next page where you finish your alert settings.

No matter which option of alert you choose, you can check alerts on your Buzzsumo dashboard.

3. Mention
This is a tool that helps in measuring your brand and competitor mentions. To use Mention, you have to register an account.

After doing that, you can start tracking your mentions immediately. To do this, enter the name of the brand you want to track.

Mention tells you to enter the name of your competitors. From your brand name, it brings out suggestions for you.

When you’re through with this, you can now start receiving alerts as your brand name is mentioned. Mention has comprehensive data for your mentions and you can use it on your mobile devices.

For instance, when you discard mention from a source continuously, you stop getting alerts from that source.

Find images

When you make an infographic that becomes popular, you want to get as many backlinks to your website as possible. To do this, you have to be able to track the websites that use your images without linking to you. You can use these tools for that.

1. Google Image search
If you’re browsing on your computer with supported browsers (Chrome 5+, Internet Explorer 9+, Safari 5+, and Firefox 4+), go to images.google.com or an image results page.

 

Click on upload an image and select the image on your computer.

Another option if you’re using Chrome or Firefox 4+, is to drag your images into the search box. To do this, visit images.google.com.

Click and hold the image. While doing this, drag into the search box.

 

You can also use an image URL to search for the image. If an image is on your website, you can right-click on the image and copy the image location. Paste this URL in your Google Image search box.

This shows you where these images have appeared. You can check these pages to see if they provided a backlink to your website and if they linked to the right page. If not, you can contact the website admin.

2. TinEye

With an index of over 28.3 billion images, TinEye makes it easy to search for your images online.

There are 3 options to perform an image search on TinEye:

Upload: when you click the upload button, you can select the image you want to search for from your computer or mobile device.

Search by URL: you can also copy an image URL and paste it in the search box to search for it.

Drag and drop: you can drag an image from your computer to the search tab on TinEye.

TinEye also offers you an option of comparing your image to a similar image. It plays both images so that you can see the difference between the two. This is useful when an image has been edited or skewed to have a different look from the original.

How to go about link reclamation

After discovering the broken links on your website and their referring domains or brand mentions without links, your work is yet to be done. What are the various ways to reclaim links?

Redirect (301)

When you find out a page that results in ‘404’ error has many links directed to it, you can redirect the traffic to that page to a relevant page through 301 redirect.

In some cases, you could have deleted a post due to reasons known to you. All you have to do is find another page on your website that addresses a similar issue. Then link to this page. You can know the topic of a broken link through its URL.

You’ll lose a bit of link equity when you implement a redirect but it’s a needed step for the long term. A 301 redirect is what you should do because this is what tells Google to transfer the authority of your former page to the new one.

How do you implement a redirect?

To implement a 301 redirect on WordPress, you can use plugins to make it easier. One plugin you can use is the Redirection plugin.

It performs the redirection when you fill in the URL of your broken link and the destination. To access the plugin after installation, go to tools on your WordPress dashboard and click on Redirection.

 

Another plugin you can use is Simple 301 Redirects. You simply enter your old URL and the destinations URL and save your changes. After installation, go to setting on your WordPress dashboard and click on 301 Redirects.

Fix the link

In some cases when there is no page addressing a similar issue, you may have to recreate content for this broken link so that viewers will be able to access it when they visit again.

Email outreach

An email outreach could be needed whether to correct a broken link or to suggest a link for brand mention. You have to send a persuasive message to the webmaster to change their links to the correct version.

When you have two websites and you want to rank for one, make sure your links are directed to the one you want to rank for. If you get a link to the website you’re not trying to rank for, you can request the link be redirected to the website you want to rank for.

Best practices for link reclamation

To give your email outreach the best chance, you can follow some of these unwritten rules.

1. Provide the link
When you’re trying to reclaim a link to your website, you should provide the URL of the particular page you want to link.

This makes it easier for the webmaster you’re contacting. It also makes it more effective because you have reduced (or eliminated) the risk of webmasters linking to the wrong page.

2. Provide an incentive

Sometimes, people can be reluctant when adding a link to one of their previous posts. They’re probably working on another post now or doing something they feel is more important.

They see giving links as mostly a benefit for you. If you can convince them there is a benefit for them, then they’ll be more encouraged to add the link.

For instance, after your message, you can add something like: “Please let me know when you add it so that I can share it to our follower base of over 100,000.”
Of course, this style works better when you have a large followership. The person you’re contacting see that as a potential benefit for them and may be more receptive to your request.

3. Don’t be aggressive

Reclaiming links doesn’t always work out. In some cases, no matter how much you try, you’ll still not get the links you want. You need to let it go.
In some other cases, there may be a website that has linked to you many times in the past. You don’t need to bother the webmaster for a single post they failed to link to.

Badgering someone like this could put them off and they may remove your link. You don’t want things to get worse since they already like you.

4. Don’t ask for unnecessary links

What do I mean by unnecessary link? When you’re building links, it should be aimed at improving your brand image, website authority, and your rank on Google (and other search engines) for some keywords.

Any mention of your brand that is not improving it wouldn’t do much benefit if linked to. For instance, if you’re mentioned when someone is giving an example of brands doing your business, this may not give much benefit to you.

If a post gives examples of car brands as ,Toyota, Mercedes, Honda, Ford, Chevrolet, etc. You don’t need to solicit for links in this kind of situation.

Conclusion

When Atlassian wanted to increase the domain authority of its French and German domains without deploying content, it went with link reclamation. This brought in 118 extra links to their French domain and 164 links to the German.

Link building is important if you want to rank high on Google. But building links is not a one-way street.

While actively searching for new links, you also have to exploit the opportunity of broken links. These are links that are currently useless. You have to make them useful through link reclamation.

You could easily get up to 30 links or more through link reclamation in just a few days. I’ll say the reward is worth the effort.

SEO Audit Atlanta: How We Analyze and Rank Websites

Do you need help with SEO Audit? Let our SEO company in Atlanta team help you.

It’s no longer a secret that ranking high on Google can send a lot of organic traffic to your website, and revenue for your business.

Studies show that 95% of search engine users click on the links on the first page of Google search results and only about 8.5% leave the first page to other pages.

So the only way to stay ahead is to go the extra mile. And conducting a thorough website audit is a great way to help you figure out what’s not working, what your top competitors are doing right, and how you can improve on them to help you rank your web pages and boost your bottom line.

In this page, you’ll learn some of the processes our SEO Atlanta professionals go through to analyze our clients’ websites and help them improve their rankings on the search engines.

We identify our client’s SEO and audit goals

The very first step to effective and successful SEO audit is setting a goal for your audit. We identify our client’s SEO and audit goals. In fact, we have a clear understanding of what they want to achieve with their SEO campaign and audit.

Basically, the overall goal of an SEO audit is to help us identify areas of improvements in our client’s website so that the proper actions can be taken in order to boost organic search traffic to their website and improve their rankings optimally.

Our Atlanta SEO agency that specializes in audit takes this as our number one priority. So we basically identify the areas that need improvements. Identifying the goals provides us with the insights and directions we need to ensure the audit is a success.

An SEO audit allows us to discover exactly why our client’s website isn’t ranking or generating traffic as it should. Some of the core goals that most of our clients have include:

  • Increasing revenue
  • Gaining more leads
  • Engaging and educating users
  • Increasing brand awareness
  • Improving customer satisfaction
  • Increasing organic and referral traffic
  • Increasing organic rankings for multiple keywords

Whatever the goal is, we keep it in mind during the audit process. To be honest, having them in mind allows us to run the campaign effectively and even quickly, as we’ll focus more on the things that matter most to our clients.

Determine KPIs

Once we’ve got our clients SEO and audit goals noted, next, we try to align the goals with their specific key performance indicators (KPIs) to use throughout the SEO audit process. The KPIs will be our focus metrics as we inspect and analyze the website.

For example, if our client’s goal is to generate more leads from search engines, one of our focus will be on the KPI that deals with the analysis of the visit-to-lead conversion path.

We’ll look at that metric to see how it’s been performing in the past 3 – 6 months, what’s working and what’s not working, why it isn’t generating results at all, what we need to improve and we analyze everything about it.

So after the analysis, the website will not only rank well, it’ll also be more likely to convert visitors to lead.

We found that each KPI is affected by certain aspects of our client’s website. So determining the KPI is an important aspect of our SEO audit process, and sets us up for success eventually.

We create a place to store your data

Once the first two steps have been completed. We start the analysis process. First of all, we create a Google spreadsheet for our client. Let me work you through how we go through this process.

You can click here to open a Google spreadsheet template document. Make a copy of it. Here is how.

When you click on the link, click on the file menu and you’ll find an option called Make a copy.

Name it whatever you want, it’s a sample of what an SEO audit data looks like. This will give you a place to store your data. You also have the option of downloading it to your PC as a Microsoft Excel document.

When you give the file a name, it will be added to your Google drive and will be accessible to you alone until you share it with someone. We make our process a lot transparent. All our clients have access to this kind of document created for their website.

To use this document, you can clear the content and add yours, you might want to leave out the titles.

To get to the main content – select the Content Audit tab.

Then select A2.

Hold the shift key and move to Z24 and then click it to select the entire section.

Now, select Edit from the Menu and click on the Delete Values option, this will clear the space for you to enter your data.

With this file, the audit process will be smooth and seamless.

We help you track your analytics

We get important data from your Google Analytics that show the health of your website for each of your pages. For example, your website’s bounce rate, visitor’s time on site, traffic, etc.

Put this information in your audit spreadsheet document in the columns starting with GA*.

You can also track social media like Facebook, Google+, Twitter, and Pinterest.

It is important that you enter an action, strategy, title, and meta-description for each item. These will be automatically copied over to other tabs.
There are also other Analytics software you could use for your audit, that’s if you have been integrated with them already.

You could use Chartbeat, Woopra, Piwik, SE Ranking or Cyfe. These are also great Analytics Tools you can use for your audit. For our clients who have already integrated with these tools for a long time, it provides us with even more data to do our job effectively.

Otherwise, we could still help them integrate and watch the data over time. However, if you aren’t connected with them yet, but you have Google Analytics, we could even go ahead with that.

We track your keywords

Keyword tracking means monitoring the position of your website and web pages for the specific keywords you are watching.

Keyword tracking is so important in your audit as it allows you to analyze and discover the keywords that are doing well. And gives you a heads up on which keywords to give more attention to.

Unfortunately, keywords are secured now in Google Analytics, you can’t find valuable keywords there anymore. There are usually ‘not provided’ or ‘not set’:

That’s the reason you shouldn’t rely on Google Analytics alone. Just like we used a bunch of Analytics Tools to get the data that we can use to improve our client’s rankings and conversion rate.

One of the tools you can quickly use to get even a better result is RankTrackr. It’s such an effective tool for SEO tasks.

You know it’s almost impossible to know how you rank for a specific keyword for different locations, but RankTrackr helps you bridge the gap. It shows ranking for local and international searches, YouTube videos, etc.

There are many tools like this. You just have to find the one that you are comfortable with and use them. Just know that unlike Google Analytics which is free, they are usually not free but you could utilize the trial period to know if it’s the best choice for you.

6). Test Your Web Page Load Speed

Not only are users unhappy that your website loads slowly, search engines aren’t happy, too. And that can hurt your search visibility (organic traffic and ranking).
A 1 second delay in your page load time can lead to 11% fewer page views and a 7% loss of conversions, according to the Aberdeen group.

We use various tools to analyze and fix our client’s website speed. Some of the tools include:

You don’t have to use all the tools, but we use most of them because we discovered that some of them don’t usually get give us all the information we need to improve our client’s website speed.

However, our favorite tool is the Google Page Speed and Site Tool, which will give you a speed rating as well as make suggestions on how you can improve your website performance.

7). We audit your backlinks

Backlinks are still a major signal for search engine rankings. And of course, not all backlinks are created equal. Some backlinks have more juice than others.

As an Atlanta SEO audit agency, we audit our client’s backlinks and ensure that we disavow backlinks that are likely to hurt their rankings in search engines — such as links from spammy websites, spammy blog comments, etc.

Some of the legacy tools we use among other awesome backlink auditing tools are the Google Webmaster Tools, Moz, and Ahrefs. They allow us to find and analyze your backlinks to help boost your rankings.

We also analyze your top competitors to determine what they are doing right that you’re missing and we trace where they are getting their quality backlinks from so you can take advantage of that.

Wrap Up

That’s just the beginning. There is a lot that goes into the audit process. SEO audit is extremely important for every business that wants to grow their business through organic search traffic.

And the process has been tagged to be a lot tedious, actually, it is. The good news is that our Atlanta SEO company and Audit team will lift the burden from off your shoulder so that you can focus on other areas of your business, such as creating useful products, seeking out investors, and among many others.

How Our Atlanta SEO Company Does Link Building for Our Clients

Do you need help with link building? Our Atlanta SEO link building solutions can help you simplify the entire process step by step.

Links are one of the most important ranking factors that Google considers. As such, you have to be deliberate and strategic about it.

In fact, in a research by Brian Dean, it found that the number of backlinks to web pages perfectly correlated to their position on Google search results page. [source]

But due to the competition today, link building has become a difficult task. It can be draining since, in most cases, you need to produce high-quality content, connect with other bloggers, work long hours every day, and also ensure that the links are really well thought out.

That’s why we help businesses like yours to build links while you focus on improving your products and services. Our Atlanta company ensures that your business gets the most trusted links that will catapult it to the top of the search engines.

How do we achieve that?

Gauge and pursue links from high-quality websites

To build links, you need to know what your current link profile looks like. This is one of the first things we consider when we start working on your business website.

How many backlinks do you have presently?

What posts are ranking on the second page of Google search but could get to the first page with more backlinks? We analyze the pillar content you have published already.

Pillar content is the most important content you can have on your website. Why, because these are the pages that generate links naturally. And they’re a lot easier to rank high on Google. We work on building links to these pages first to rank your website with Search Engine Optimization, as they have bigger effects on your website and business in general.

Make sure you have great content

Traditional advertising is expensive. The U.S. Advertising and Forecasts for Major Media predicts that in 2019, about $210.5 billion will be spent on TV, Radio, Magazines, Newspaper, Internet, Outdoor, and Cinema.

With all the exciting revolution that the internet has brought, businesses are still neglecting. Only 8.2% of this projected budget will be spent on internet marketing.
Though, this is disheartening but it’s good news for your business. Because now you can take advantage of the fact that big brands haven’t realized the power behind the web. So how do you start acquiring customers online?

It begins with high-quality and valuable content.

The truth is that whatever you do in link building hangs on one of the most important factors: Great content.

Former Google head of Web Spam, Matt Cutts, said that your content should provide enough value that people want to link to it naturally. Great content is not only beneficial for link building, but also for user experience.

At the end of the day, you want to provide the best user experience to those who visit your business website.

Remember that if you build links to poor content pages, it may work in the short-term but it will definitely fall apart in the long-term.

As earlier stated, great content is one of the most important ranking signals for Google. So you should combine link building with making great content.

We make sure that the businesses we work with have great content related to their business; this content pieces will be published on their website. This makes it easy to build links to such content.

Often times when we find that a business website is filled with poor content, we can recommend writers to such businesses to help them sort out the content issues.
If you have a great infographic on your business website, this is a prime opportunity to get more backlinks to your website. People love visual content because it’s easier to process than written content. It can also explain complex concepts in a simple way.

Check competitors backlinks

Many times, when you’re looking to build links, watch your competitors. There are many reasons we study the competitors of our clients. Sometimes, we just want to know where there’s an “intersect” — maybe a domain where we both got our links.

More importantly, we can identify the domains that are linking to the competitors. A domain that has linked to one of your competitors will likely link to you, too. What if they have linked to two or more of your competitors? Even better.

We also use this to determine the authority of a referring domain. Getting links from authoritative websites usually give more link equity than a link from a small or faily new website.

There are many tools we use to achieve this. One of them is Ahrefs. It shows you the referring domains and important details like URL Rating [UR] and Domain Rating [DR] of those websites.

With this, we know the website that will be more receptive to you when you reach out to them for possible link placement on their website. website.

Do Outreach

Doing an outreach is one of the activities you can’t avoid when trying to get backlinks. And we embrace it. But we don’t just send a blind outreach emails.

We send outreach emails to the right people. Who are the right people? These are people who have linked to similar websites in the past or that type of content. These are websites whose audience needs your content.

When we send outreach for your business, we’re sending to those who already need such content. They just need a nudge from us.

Get links from Industry related websites

One fact is that Google doesn’t so much about the number of your backlinks pointing to your website as it does the quality of those links. Getting links from a leading website in your industry carries more weight than a link from an irrelevant website.

For instance, if your business deals with automobiles, getting a link from Edmunds.com will carry more weight than say from a website about pizza.

This is one of the factors our Atlanta link building agency take into consideration when building links to your website — quality links that can withstand any change in the search algorithms.

Blogger review

Sometimes you have a product you want to market. One of the best ways to get links to that page is through reviews from other websites.

To exploit this, we look for bloggers who have done reviews for similar products in the past. These are people who are likely to do a product review for your product.

They’re also actively searching for products they can review for their audience. We’re providing a value but with an opportunity for a backlink to your website.
With your permission, we can send your product to these bloggers. After a period of time using it, they can write about your product in a review and link to your website.

Editorial mention

When an authoritative website is talking about a concept that’s similar to a post on your business website, it’s an opportunity to get a mention in this kind of posts.
Apart from getting a link, such mentions are very important because it shows you as an authority in that field.

One of the services we offer is to actively search for these opportunities to get your content the exposure it deserves.

Guest posting

Years ago, writing guest posts was the rave. It’s still important, especially on authoritative websites. Because links from these websites carry more weight than links from small websites.

Producing content for these websites also positions your business as an authority and improves your trust among your potential audience. We actively look for the best guest blogging opportunities we can find for your business.

We pay rapt attention to websites that have similar posts to your business website as you already have an ideal audience on these platforms.

Get you featured on weekly roundups

There are websites that offer weekly roundups of posts related to their business or about new happenings in their field. There are big websites that do this. Now imagine having a link from the New York Times. That’s how important it can be.

These websites are usually looking for new unique pages to link to every week. When you have new content or a unique view on a popular matter, we’ll contact the right people to make sure your content is featured.

Link reclamation

When building links, a gold mine that most people usually leave on the table is link reclamation. But our Atlanta link building service covers that. We conduct our research on your website to find broken or dead links that we can fix.

Such links are doing your website no good as people who click-through encounter an error 404 page. We identify these broken links on your website and see the ones with the highest number of links.

After doing this, we take one of two steps. We either implement a 301 permanent redirect to a relevant page on your website or reach out to webmasters of referring domains to change the URL of their links. We also inform them to use an anchor text that fits your page if they have used the wrong one.

But this is not the only opportunity for link reclamation. With a tool like Check My Links, we can identify broken links on a web page. And if these broken links are to a competitor’s website, we’ll reach out with your content that addresses a similar issue as a possible replacement.

In some cases, other websites may mention your brand name or use your infographic without linking to you. We track all these so that we can reach out to them to provide a backlink.

We hate blackhat techniques

You should note that we do not buy links from any website. Google frowns at this and may penalize a domain for doing so. This could see a domain drop in search rankings or even removed from the results totally. We don’t want that to happen to your business.

We build links for your business to reap the benefits both in the short and long-term. Buying links is a short-term strategy that may reap some benefits now but cause bigger problems later.

We also don’t link to websites that disobey Google Webmaster guidelines.

As an agency building links, we do so for businesses the way we would do it for our own website.

Is it time to work with us?

Building link is the most important activity to improve your search rankings on Google and other search engines. Even Brian Dean agrees with this. See our Atlanta link building package.

However, as important as it is, it is a difficult task as it involves many activities like creating good content, reaching out to website owners, bloggers, and influencers, doing competitors’ backlinks analysis and other activities that improve the overall user experience for your visitors.

You may be overwhelmed by all these if you have a business website and want to concentrate more on your products and brand.

This is why we work to take this burden off you. The only way to ascertain that our Atlanta SEO agency is your best bet for building high-quality backlinks is to try us out on a short-term link building project.

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