Boost Facebook Engagement with Videos

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Now that Facebook users have more control of what they see in their News Feed, give them a reason to engage with your business through video.

Did you know that Facebook counts a view of a video as something that has been watched for 3 seconds or less? Take advantage of this engagement factor today. By publishing short videos directly onto Facebook, your Page will potentially get more visibility as well as an increase in Likes, Shares, and comments – all of which are very vital to your Page’s success.

Here are few types of short videos you can share on your Page:

Relevant Tips and Advice

This is a generic category for videos but it can be as broad or specific as you like. Share tip directly related to your products/services, industry, or neighborhood. Consistent and helpful or entertaining videos can draw more engagement which leads to a wider audience reach.

Meet and Greet

Take fans behind the scenes of your business. It can be something as small as showing your unique desk space, the shared coffee machine, or the office pet. Short clips like this are personable, fun, and interesting. Take advantage of popular social media tags and themes such as: #MondayBlues #HumpDay #ThrowbackThursday.

Ask and Answer Short Q&A

Use video on Facebook as a platform for fans to ask questions and set aside a regular time during the week to answer them in a short video. Sometimes, a video is a much better way to answer a frequently asked question… especially if you give a clear and straightforward answer!

Connect with Emarketed

Join us on Facebook to learn more about video and Facebook marketing. We also offer a full range of services for scripted videos and ads.

Also, if you are in the Los Angeles area and are interested in a FREE workshop with Google about how to get your business online, register today. We have two dates for your convenience: Wednesday, July 29, 2015 and Wednesday, August 12, 2015 and look forward to meeting you!

People are Viewing Google SERPs Differently – How to Adapt

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Through the years, the way that Google has displayed search results has drastically changed. The space for paid ads have changed and been formatted differently (underlined, boxed, shaded, marked as paid ads, etc.) Local search results and the local pack has been making its way in and out of search results. Google Authorship photos have showed up and disappeared as quickly as they rose. Not to mention that organic results are pushed down more than ever. Because of the changing landscape, it shouldn’t be a surprise that user behavior has also changed when it comes to viewing Google search results.

Results of Eye Tracking Study

Examining user behavior in a recent study, the emphasis lies on debunking the myth of the “golden triangle” and a preference for horizontal scanning of results. In a study in 2005, it was thought that most users only look in the space that encompasses the top left hand side of SERPs, covering the top 4 organic searches and trickling down to form a triangle shape. This would skipping even the right hand section for paid ads.

The more recent study shows that eyes linger more on the first page of SERPs. Instead of just focusing on the left hand side, users start at the top left and gradually scan downwards. The scrolling back and forth behavior indicates looking at videos, local, maps, news, Knowledge Graph, and more in search results.

Less Time to Scan

Whether it’s due to experience or impatience, users are spending less time scanning. From the initial study 10 years ago, people would spend 15 seconds scanning. Now, that time is down to about 8 seconds. The difference is that users spend more time scanning vertically but less time before actually making their decision.

Takeaways from Search Behavior

As a small business, this information should be used to your advantage where possible. This means:
– Using short, concise, and straight to the point language in copy for meta descriptions and paid ads.
– Being relevant to the searcher. This means including geographic locations, phone numbers with local area codes, and important identifying adjectives to set yourself apart from the competition (free, best seller, highest rated, etc.)
– Expanding your brand reach and not putting all your eggs in one internet marketing “basket”. Focusing all your efforts into just one aspect of online marketing just won’t cut it anymore. In order to be successful, your business needs to diversify, including: organic, videos, local, social, paid ads, third party reviews, and more.

If you have questions about organic SEO and how you can improve your website’s visibility, call us at (323) 340-4010 for a free consultation and website review.

Top 5 PPC Fails to Avoid

Whether you’re a PPC novice or have been doing paid search for a long time, there are certain mistakes you especially want to avoid. Some of these mistakes are trivial, while others can lead to a more serious problem. Don’t fall victim to these common fails!

1. Typos and Misspelled Words in Ad Copy

seo-moz-fail This can even happen to the biggest and best brands. Typos reflect badly for a brand and make paid ads look unprofessional and possibly even untrustworthy. Another pet peeve is awkward and grammatically incorrect ad copy. You’re limited by word character but come on! Put a little effort into it by running everything through spell check and reading it aloud.

2. Not Using Geographic Targeting Or Using It Incorrectly

In California, doing a search for something in Hollywood shouldn’t bring up a PPC ad for Hollywood, FL! Similarly, Pasadena searches shouldn’t bring up Pasadena, TX and Mesa searches shouldn’t display Mesa, AZ ads! This is a novice mistake but it can definitely cost you.

3. Not Evaluating Negative Keywords List

Negative keywords are a must. On top of that, your PPC manager should analyze and update the list on a continuous basis. In PPC, the emphasis on the words that do matter can be overwhelming. But this doesn’t mean that the negative keyword list should be neglected, as it can be equally important.

4. Pushing Paid Ads to the Home Page Instead of a Specific Landing Page

This still happens more often than it should. When a potential customer clicks on a PPC ad, they should be taken to a specific page with the information they are looking for. 99.99% of the time, this page should NOT be the home page of your website. If you have an outside company handling paid ads, occasionally check the ads by scrolling over the URL to see what landing page it is being pushed to.

5. Failure to Test, Monitor, and Improve Ads

Although paid ads seem like a good place to perform experiments… it really isn’t! The ads, landing pages, copy, and calls top action should be carefully planned out, like a controlled scientific experiment. This means that the best ad copy is tested, progress is measured, and the dead weight is clear. Ask your PPC manager about the steps that are taken to ensure that your PPC ads are working most effectively and efficiently.

Need an Experienced PPC Consultant?

At Emarketed, we are a Google Partner certified in Search Advertising. If you need assistance with advertising on Google, advanced AdWords support, or overall execution of an online marketing plan, call us today (323) 340-4010 for a free consultation.

Google’s Core Algorithm Update: Summer 2015

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Notice a drastic change in SERPs this summer? Google denies a Panda or Penguin refresh or even an update to benefit sites that went HTTPS. The volatile update has been dubbed a core update to the algorithm.

Results of Update

Reports confirm that news and magazine sites benefited from the Google update. Sites like the Wall Street Journal, USA Today, Time and the Daily Mail saw a 11-20% increase in SEO visbility! Of course with all this shifting, many smaller businesses and brands were pushed down.

Freshness of Web Content

Since this update, there has been much speculation to what Google is trying to achieve. On one hand, it seems unfair that the bigger brands and news sources are getting a drastic push because let’s face it, a small business can’t compare with Time Magazine or Wikipedia. To continue with Google’s goal of satisfying the consumer, Google has been favoring recent and even real time news over static web pages and sites. In this way, it makes sense why they would prioritize reputable news sources and give them a boost with this recent update.

Assess Your Website’s Health

If you’ve suffered a drop in rankings or traffic, it’s time to assess your website’s health. Take a look at Google Analytics and Search Console to see if the drops coincide with the timeline of the core update. If the drops go back even further, your website may have suffered from the Quality update in May or even Mobilegeddon in April of 2015. Contact the SEO specialists at Emarketed today for a free site review and consultation. If you’re still suffering from a Google Penalty and aren’t sure what to do, we can help.

Emphasizing Direct Response in Marketing

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Maintaining customer relations and brand awareness (aka “mass marketing”) has long been part of marketing. While direct response in marketing isn’t in the spotlight as much, it is becoming more emphasized in the landscape of competitive SEO.

What is Considered Direct Response Marketing?

On the other spectrum of mass marketing, direct response exists in its own special bubble. With direct marketing, the goal is to encourage customers to take some sort of action. The immediate response is what a business is really after, including: phone call, contact form, purchase, download, sign-up, inquiry, and more. With direct response marketing, the business wants the customer to take action immediately after seeing an ad or interacting with the website.

Characteristics of a Direct Response Ad

The tell-tale sign of a direct response ad campaign is that it is completely trackable. Notice that all the things explained in the previous section are completely quantitative and a number can be assigned to the type of conversion. With traditional brand marketing, it’s much harder (maybe even impossible) to assign a finite number to the campaign. After all, that’s not the point of mass marketing.

Because you can measure direct response ads, you can tell exactly how effective (or ineffective) it is. Based on the ROI, you can easily determine the profitability of said direct marketing campaign. This is why the tracking aspect of direct response campaigns are appealing to businesses – they can clearly see what is making the money.

Being specific in direct response ads is what sets it apart from brand advertisements. Instead of appealing to the masses, like Apple and Coca-Cola, you will want to specifically tailor an ad or landing page to a niche audience. Being specific helps increase the likeliness of eliciting a direct response. It also helps with tweaking components of a campaign so that the rate of direct responses is maximized.

First Impressions Count, Make Yours Last

From the meta description of your web pages, to third party reviews, to paid ad copy, direct response measures are often the first interaction you have with a potential customer. If you need help with making it count, contact the internet marketing specialists at Emarketed today. We have experience with PPC and organic optimization and will come up with a plan that best suits your business needs.

Improve Your Website Usability with Better Readability

website-literacy Did you know that the “average” American reads at an 8th grade level or below? Simplifying your website content can drastically improve its usability.

Readability of Content is Often Overlooked

When writing blog or website content, adding MORE isn’t always better. Especially when it’s words used for filler and fluff in order to extend the word count. In fact, it makes your content more convoluted and difficult to understand. In understanding UX as part of website marketing, the content isn’t always considered. It’s all about the design, navigation, and look & feel of the website. But when it comes down to the actual text, your web content may need a facelift. A recent study also shows that writing for low literacy readers will also benefit higher-literacy readers. A win-win!

KISS – Keep it Short and Simple

Concise content is where it’s at. There’s really no place for jargon or outdated lingo if you want to convert visitors and convert them quickly. Make sure that with every piece of content added to your website, there is a clear reason that it exists – to answer a question. Not only that but the answer/purpose of the content should be easily found. If a web page exists just to exist, it won’t be very helpful There are also tools such as the Readability Test Tool that gives suggestions for your content.

Readability Translates Into Other Elements

In line with simplifying content, the choice of font, text size, colors, and spacing is equally important. 16 pixels has been widely argued as the best for the body of website content. The layout of the website content should be presented in a basic way that won’t confuse or distract users. Don’t forget to utilize bullet points, lists, pictures, and spacing in between long blocks of texts in order to make it more visually appealing.

Get Help with Copywriting Today

At Emarketed, our copywriters take the time to analyze and plan the best plan of action for your content marketing plan. No matter what your business specializes in, we can help provide unique and interesting content for all your website needs. Contact us at (323) 340-4010 today for a free consultation.

Why Are Competitors Outranking My Website?

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It can be frustrating to see competitor sites outrank your own, especially when there is no obvious reason that they should be ranking better. Unfortunately, it’s misleading and inaccurate to determine which site is “better” by just looking at it from an average user’s point of view. Take a look at some reasons why competitors might be outranking your site.

Website History

It might be surprising to know that a website’s age has a lot to do with its ability to rank. Generally, the older a website is, the more likely it is to have better link juice and website credibility when compared to a brand new website. But this makes sense – a website that is over a decade old has had more marketing efforts than one that was just created last month, no matter how much buzz you try to create.

On the other hand, there are some instances where new sites get an initial boost in search results until they settle down to their “rightful” place. The good news is that growing your website overtime will help you reap the SEO benefits of age.

Competitive Nature of the Industry

If your business specializes in something very innovative in a niche industry, chances that you are able to rank well no matter where the user is searching from. This is solely based on competitors. If you have no viable competitors, you’ll be able to dominate search engine result pages. This means that your website ranks nationally, across the United States, even if no geo indicators are included in the search query.

On the other hand, if your business is very generic, you’ll need to optimize for your specific location in order to rank well. Even ranking for “best burger place in Los Angeles” is tough. Which is why it’s helpful to target the specific neighborhoods: Highland Park, Eagle Rock, Downtown LA, West LA, Echo Park, Silverlake, Mid-City, Beverly Hills, etc.

Unoptimized Sites and CTR

Sometimes, you may see a very old (see first point!) and unoptimized website. It may have very little content and a minimal design, yet it still ranks well. What gives?! Combined with other factors (backlinks, authority, citations, etc.) this website may be ranking well for very broad and generic terms. The simple content, title tags, and optimization may prompt users to click-through often. As CTR is a ranking factor, you have to consider the user experience. Just because people are clicking through doesn’t mean that they are staying long enough to make a conversion. There is more than meets the eye when it comes to ranking and conversions.

Need a Free Site Analysis?

If you have questions or problems with ranking in comparison to competitors, feel free to fill out our Site Analysis form located at: http://www.emarketed.com/site-analysis. We’ll give you in-depth information that will help improve your website performance.

How to Evaluate Your SEO Campaign

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Because of the nature of organic SEO, it may take weeks or even months to see a difference in search engine rankings. The progress may be hard to see and results difficult to track. If you currently have a plan for search engine optimization, it’s a good time to stop and ask yourself how effective it is and how that progress is being tracked.

Organic Rankings

Whether you use a program, service, or manual web searches, regular ranking reports will help determine how well your website is doing. Especially after publicly announced algorithm updates or changes. Make sure to choose a wide variety of keywords to track including: broad phrases, long tail phrases, branded searches, and searches for your NAP.

Penalties

Speaking of algorithm changes, how did your website fare in the latest Quality Update? If your website has experienced a significant loss of traffic or rankings, it’s fair to say that your website has been affected. An effective SEO campaign will help prevent your website from being affected by such changes. But in the event that it is, keeping close track of these factors will help you better diagnose your website’s health.

Website Traffic

Luckily, Google Analytics makes it easy to compare different types of website traffic: organic, paid, referral, social, and other search campaigns. You can easily view changes month on month or from the past year. In the tumultuous world of organic SEO, it’s a good thing if your website maintains steady website traffic. Growing your traffic slowly is a long term goal. It’s when you see a significant drop in website traffic that you you should be worried. Even setting a small goal of growing your traffic 5-10% per year is a good start. You just need to know where you stand and what’s realistic for your website.

Conversions

The ideal website conversion rate is a mythical thing. Like the other factors discussed, it helps to keep track of different types of conversions that are relevant to your business. Why do you need to keep track of so many types of conversions? When you follow website traffic, phone calls, contact forms, or downloads, it makes it easier to pinpoint when something is no longer working and pinpoint the source of that problem.

Social Engagement

SEO success is definitely correlated to social engagement. Although there is no direct link, it still makes sense to keep track of metrics on your actual social profiles. Many predict that there will be a more transparent link between social media and organic SEO soon. If you are not aware that your business Facebook Page is losing Likes or your Twitter engagement is declining, you might continue to do (or not do) the same thing. This is where paying attention counts and you can focus your efforts on bringing back that social engagement.

A Different Kind of SEO Company

At Emarketed, we take a personalized approach when it comes to your SEO campaign and will carefully analyze all your website’s needs so that you get a customized marketing strategy. Contact us today for a free consultation and website analysis.

PPC: More Search Volume, Please

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No matter how your PPC campaign is currently performing, more relevant search volume will help drive traffic to your website. In turn, this can lead to more conversions and more profit! No complaints about that…

Increase Your Budget

It’s a no-brainer that increasing ad spend can help increase search volume for a campaign. The thing to note here is to NOT do it blindly. Review historical data and trends so that the extra money is put into areas where it will really make a difference:

– Analyzing CPC and KPIs
– Increasing the budget for the best performing keywords, rather than just increasing your daily spend across the board
– Pausing extremely low search volume keywords and putting that money into higher volume keywords

Changes from a Technical Standpoint

Basing PPC decisions off of data will better help support your overall strategy. Instead of comparing month to month, it’s even more accurate (if possible) to compare year on year:

– Take a good look at the Search terms report for a longer period of time (90 day or year to date) to view best performing queries
– Change from exact and phrase match to broad match
– Using keyword insertion

Need PPC To Do More for Your Company?

Pay per click isn’t the easiest online marketing strategy. It can be especially frustrating in industries with low volume search terms. Contact us at (323) 340-4010 and our Los Angeles pay per click managers will help review your campaign and see if you’re getting the most out of your budget.

Why You Should Focus on ROI Over Keyword Rankings

time-for-change It’s great to see your website ranking well. Ranking in organic search or local search is a good indicator that your SEO campaign is succeeding but how does it factor into how well your business is really doing? After all, it IS very possible to rank well but get no real return on investment. Fortunately, this is why it’s becoming more necessary to focus on different factors of ROI instead of solely focusing on rankings.

Rankings Don’t Necessarily Mean Success

Ranking well for certain keywords or phrases is quite an achievement but not something to rely on alone. Search volume also plays a crucial role in a website’s success. In general, it may be more helpful in the long run to target broad and niche keywords through organic and PPC, so that you can capture all avenues of relevant website traffic.

A good indicator that a search campaign is in need of something more is if it is ranking but will no translation into business in the real world. This may take place in the forms of: emails, contact forms, phone calls, downloads, and more. This new reality may especially difficult to face if in previous years, your website has succeeded on rankings alone.

Rankings Fluctuate Widely

Another good reason not to just focus on rankings is that search results vary so much. Using a tablet to shop? Searching on a cell phone while on-the-go? Signed in to a Google account while searching? These are all different scenarios which will yield different search results than when using a regular desktop computer. Depending on your location, Google may or may not show the Local pack and often bring it back and forth, as they please. These are all factors beyond your control but it’s still important to know that they will affect how your website rankings.

Because there is no one “standard” way to track keyword rankings, it doesn’t help to obsess over the details. Rather, keep track of rankings (preferably through an automated report or tool) and see how much things change from week to week or month to month. If there is a significant drop or gain, that will signal a good time to take a closer look.

Concentrate on Conversions

Conversion and user experience are the keys to online marketing success nowadays. Website optimization never mattered in terms of UX as much as it does in today’s online world. While rankings will certainly bring the right customers to a website, it’s the usability that will keep them there long enough to make a conversion. The competitive nature of online search certainly doesn’t help. It’s definitely a buyer’s market and there are many different options. This means that every decision involving your website revolves around HOW the customer will benefit and WHY they should choose your business over a competitor.

As rough as it sounds to thrive online, it matters to have the right internet marketing company by your side. Contact Emarketed for a consultation or visit this page for a FREE site analysis today.