Posts Tagged: discovery application
When it comes to search engine optimization (SEO), one needs to take into account the keywords the web page is desired to rank for. There are many reasons why keyword selection is important, the least of which is that simple fact that the more terms you rank for, the more traffic you are likely to see.
Search engines have gotten smart enough to understand when one term is interchangeable with another; however, that doesn’t mean you shouldn’t increase your efforts to ensure you rank for the interchangeable terms as well. Let’s take a look at my site, for example.
Mallery Online Marketing ranks for many terms. Of course, we rank in different locations for different terms based on many factors (both on-page and off-page). For instance, we rank differently for “SEO San Antonio” and “search engine optimization San Antonio“. Though the two terms mean the same and are completely interchangeable, if my site focuses on “SEO” and another site focuses on “search engine optimization“, we likely will rank differently for both terms. Everything else being equal, Mallery Online Marketing would rank higher for “SEO” while the other site would rank higher for “search engine optimization“. This is why it is stressed to know and understand what keywords you are targeting and what you may be leaving on the table because of interchangeable terms.
At the same time, you have to also consider the location any modifier, especially for local terms. For instance, “SEO San Antonio” is a different term than “San Antonio SEO“.
There are times where this may not even really matter, though. If the search volume for one term is almost non-existent, you may find little to no reason to try and rank for it. Going back to the above examples, take into account the following data:
|Keyword||Average Monthly Searches|
|seo san antonio||590|
|san antonio seo||590|
|search engine optimization san antonio||110|
|san antonio search engine optimization||90|
*This data is all obtained from Google Keyword Planner on January 22, 2016.
The clear goal would be to rank for either “seo san antonio” or “san antonio seo“. With higher search volume, you have a better chance of drawing traffic to your website; however, this also means there is more competition for those terms. It may be in my better interest to rank for “san antonio search engine optimization” because there will be less competition. There will also be less traffic, but at the end of the day, if you are targeting a larger number of lower competition/lower volume terms, you can quickly outweigh the larger volume terms.
That brings me full circle to the title of this post. By focusing on “San Antonio Search Engine Optimization“, this opens this site to obtain better rankings than the main page.
Video is perhaps one of the most important, yet often overlooked, methods of online marketing. The statistics that accompany this claim are absolutely astounding. What’s more is that most businesses have no idea of the value that a quality video marketing campaign, coupled with SEO of course, can bring their business.
Take a look at the following statistics and see why video can make a huge difference in a business’ successes:
YouTube – The following facts and figures are courtesy of YouTube (https://www.youtube.com/yt/press/statistics.html)
- Over 1 billion users
- Every month, the number of hours of videos viewed is up 50% year over year
- 300 hours of video uploaded every minute
- Half of YouTube views are on mobile devices
Video Marketing – The following facts and figures are courtesy of WebpageFX (http://www.webpagefx.com/blog/marketing/28-unbelievable-video-marketing-statistics/)
- Videos Increase People’s Understanding Of Your Product Or Service by 74%
- The Average Internet User Is Exposed To An Average Of 32.2 Videos In A Month
- 50% Of Users Watch Business Related Videos On YouTube Once A Week
- 75% Of Users Visit The Marketer’s Website After Viewing A Video
- Website Visitors Are 64% More Likely To Buy A Product On An Online Retail Site After Watching A Video
- 80% Of Your Online Visitors Will Watch A Video, While Only 20 Percent Will Actually Read Content In Its Entirety
- Your Website Is 50 Times More Likely To Appear On The First Page Of A Search Engine Results Page If It Includes Video
- 90% Of User Say That Seeing A Video About A Product Is Helpful In The Decision Process
Those number, facts, and figures should get you excited about implementing video in your marketing strategy.
Social media isn’t only important, it’s vital. For more than reason, if you’re business has no social presence, you aren’t doing yourself any favors. What you need to do is stop reading, go create at minimum a Facebook page and a Twitter account, then come back and find out why you need social media.
There are several reasons why you should invest heavily in social media to build an online presence. I don’t mean invest a large sum of money, but rather invest time and effort in connecting with your current and potential future customers. After all, they are likely spending a decent amount of time on these sites every day, anyway. You may as well become a part of their online lives. (read this article and this article for some surprising facts about social media usage)
If you take a look at the image to the right, you can see that Facebook, YouTube, and Twitter hold 3 of the top 10 frequented sites around the world. If you were unaware of this, a light bulb should be going off in your head informing you that you need to have a presence on those sites, regardless of your business and what services and products you offer. Your customers are people. People use these sites heavily. You need to get in front of them.
Of course, actually getting your information to the people is a bit more tricky. Lucky for you, though, all three options provide advertising options. This is a quick method to get in front of the people who are most likely going to be interested in your products. Facebook probably has the most comprehensive advertising capabilities as far as hyper targeting your audience; however, there is still a lot of concern over whether or not your ads are actually being seen by your targeted audience. To see what I mean, check out the following video:
This video is almost a year old and Facebook has made changes since then, but from personal experience, you can still end up getting railroaded by Facebook and the clickfarms from around the world. If you have a large enough budget and a high ticket item or service, you may be able to offset the loss of advertising due to these clickfarms and bogus advertising, but at the end of the day, who really wants to throw money away?
At a minimum, you should be utilizing these services to connect with your customers. It doesn’t take much to ask your customers to like your business on Facebook or ask them if it’s ok to add you as a friend or contact. Most people wouldn’t be too bothered by it. This works in favor in multiple ways. First off, you start to build a following. With more likes, followers, or subscribers to your pages, the more authority you are seen to have. This can be important for how these social media sites actually rank your site if someone were to utilize their service to check out businesses that offer your products and services within your area.
On top of that, you can keep in touch with your customers. Depending on what you offer and how friendly you are with your customers, you can send them simple reminders that they need to renew a service or let them know a new product came out that they might be interested in. Even if you aren’t buddy-buddy with them, you can still post, tweet, or upload, and anyone following your business could end up seeing what you have to say.
You want to at least update once a week. What this tells your followers is that you are still here. They will see your name and they will remember you. If you can get them to engage, even better. You can hold contests (ask everyone to share an update and one person will be selected at random to win something of your choice), ask for feedback, or just talk about local happenings. People love to connect and if you spark their interest and they respond and engage, their actions will show for their friends to see (FREE ADVERTISING!).
– Note: If you hold a contest, check with the social media site you are engaging on as they have specific rules for contests and the last thing you want to do is find yourself in some legal trouble.
Beyond the customer engagement and benefits you’ll see on the social media sites, having a social media presence also helps with your search engine optimization. Once again, we go back to Facebook, YouTube, and Twitter being 3 of the top 10 most frequented sites on the internet. Take a moment and think about what those sites are used for.
These sites are used for connecting and sharing. If you have a particularly good something to say, post, or tweet, you may experience something called “going viral”. Essentially, when something goes viral, it becomes overly popular on these social sites (and many others). What do you think it would do for your business if a post from your company page suddenly went viral? What if that post had a link back to your website? Not only would thousands of people see your post, but they would also have quick access to your website.
The chances of a post of yours going viral is slim, but it’s not outside the realm of possibility. What we have to look at is a smaller scale. You don’t have to go viral, but if you have a post or a page that is popular enough, that is going to do wonders for your website and its rankings (assuming it has proper on-site SEO). Google and the other search engines can track social signals (shares, likes, retweets, etc.). If one site is suddenly getting a huge boost from social signals, what do you think Google is going to do? That’s right, they are going to boost your site higher in the search engine rankings.
Google wants to deliver the most comprehensive search engine to its users. They want you to find exactly what you are looking for when you use their search engine. This is a very complicated process, for sure; however, it’s getting easier thanks to social signals. The way Google’s algorithm is currently moving towards is focusing more on social signals than ever before. And why not? It makes perfect sense. If a site is experiencing a high volume of social signals, it is clearly popular and what people are looking for.
For instance, let’s say a new prototype flying car was just designed. There is a video circulating online through all of the social media sites. It’s getting millions on views on YouTube, getting likes on Facebook, and getting retweets and favorites on Twitter (and everything else the other social media sites offer). This video is only 2 days old. Now, for the past 4 or 5 years, at the top of Google search for the term flying car has been a website that is mostly just a fan site of flying cars. It’s just a few simple drawings and some text. Nothing special. No social signals. After this video has received all of this attention, what is most likely to end up at that number 1 spot for the search term flying car? It’s going to be what everyone is currently liking, favoriting, and tweeting about.
Let’s get back to your business. If you have a local business, then you don’t necessarily need millions of views, likes, etc. You just don’t. If you had that, it would probably look suspicious anyway and Google would take notice. But if you engage with your customers on a regular basis and they respond, you could easily start to see a major boost to your rankings in Google.
In no way am I guaranteeing you will see positive movement in your rankings if you engage in social media. There are a lot of factors that are ultimately going to determine where you rank and for what terms, but if everything is in place, a good social media presence and engagement certainly isn’t going to hurt.
As always, if you are interested in discussing this further for your business and would like to schedule a consultation, please refer to our Discovery Application.