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Digital Marketing Roundup – August 2017

Facebook Advertising, Monthly Round Up, Organic Search (SEO)

How’s your to-do list looking? As we race towards autumn (I know, I know…summer’s barely over but we’re always thinking one step ahead here!) and, dare we say it, the prospect of Christmas campaigns, we’re wondering where on earth 2017 is disappearing to?

We’re managing to help our clients tick a few things off their lists, via all-important web audits, essential updates and SEO developments. We’re still very much pushing our new venture, though: The Evergreen Academy and its complementing course, SEO Success.

It’s designed to ensure businesses like yours get the website traffic they deserve – and so far, so successful. We’re also offering access to plenty of free advice from me, Aaron, and the Evergreen Academy team. All you need to do is join our Facebook group, pick up some hints and tips and maybe share a few of your own.

The group’s still in its infancy but it’s already proving useful for small to medium-sized business owners who are looking for help getting on the ladder to boosted traffic – and ultimately, sales. Make sure you click the link above and join the conversation.

In the meantime, you’ll definitely want to check out some of the advice in this – our usual monthly round-up post, here on our blog. As ever, it’s split into three handy sections – ‘Increase Invisibility’, ‘Engage and Excite’, and ‘Let’s Get Technical’ to help you pick and choose the bits you reckon you’ll benefit from. Grab a cuppa and get stuck in; it’s a biggie, as always…

Increase Visibility

Seeing as this section’s all about boosting your visibility online, we thought we’d ask this: do you trust Google’s search results?

Head over to the Digital Examiner site to read the platform’s Consumer Confidence Report for more, and you’ll get a glimpse at exactly how and where people place their trust when it comes to search engines.

The report’s been brought to our attention by Cynthia Lopez, who recently took time out of her day to ping us an email. She works in digital outreach for Cornerstone Content and she also partners with Digital Examiner on a project or two. Thanks to Cynthia for sharing this piece with us; she knew, like us, that it’d greatly benefit our clients, old and new.

Don’t have time to read the full report? Here are just some of its key findings:

  • Over 70% of people trust the accuracy of Google search results
  • Trust in Google remains high, with 72.3% of respondents putting faith in its accuracy
  • Over 60% of respondents don’t know how Google makes money from search, and…
  • Over 65% said they would not want more relevant Google search results if it meant Google would use their search history to generate their results – something which Google is doing anyway.

So, why is all this important? Head to the article to find out more.

But consider this before you do: “The number of search queries conducted on Google is now ‘north of 30 billion per month.’ Whether trust is declining or rising, it’s still one of the most-used search engines out there – and certainly a platform you should be investing your time in.

Where to start, then? Head to our aforementioned Evergreen Academy Facebook group for advice on everything from creating blog posts to improving your site’s SEO – as good a place as any to begin.

Speaking about blogs…

The people behind Blog Tyrant know the importance of writing them – and plenty! – if you’d like to increase your rankings online.

This isn’t about littering your site with keywords for keywords’ sake though (and if you’re a regular reader of our roundup posts you’ll know we often drum that message home), but populating your site with good, authoritative content that will help you rank.

So, how do you do that? You can spend the time within your business, writing them yourself – or you could hire a freelancer to help.

First, you’ll need to work out what you’re hoping to achieve from posting more blogs on your site; this could be anything from a better position on Google, to increased customer loyalty and trust. You can then sit down with your freelancer to ascertain how best to go about things – and once you have a plan of action in place, you can begin adding some well-thought-out, rankings-boosting content to your site. Exciting, isn’t it?

How else might you increase the visibility of your site? You could earn backlinks from other trusted sources – i.e. websites around the net, who can help drive traffic to you. It’s simple to do and, often, it doesn’t cost a penny either. Take a look at this piece over on the Moz.com site and you’ll find out exactly how to earn links directly – a surefire way to get more visitors to check out what you’re doing.

The post and accompanying video have been put together by the site’s Rand Fishkin, and it lays out ways you can earn those links without having to actually ask – ideal if you’re still finding your way in the world of SEO and daren’t put the feelers out to enquire.

Another way you can increase visibility of your site is to simply ‘go back to basics’, as it were, and put some time into social media. There are other platforms than Facebook to utilise, you know, and many businesses will even find that most of their leads come via social sites. This ’16 Ways to Use LinkedIn Successfully’ article, via the site SEO.com, is a great place to start. Don’t forget to let us know how you get on!

Engage & Excite

Sure, you can do all the right things in terms of encouraging people onto your site initially – but how on earth do you keep them there? After all, there’s no point directing traffic to your website if they stay for mere seconds and then head off in search of a competitor.

The ‘Engage & Excite’ section of this guide will help on that front, giving you a little inspiration in terms of building your audience and the most difficult of tasks: maintaining it.

We’re going to talk about content again – as that’s what it’s all about. In his blog on the Search Engine Land site, Bobby Lyons explains how developing great copy for the customer journey is vital if you’re to give yourself a leg up to increased conversions. In short, you need to support prospective customers on their ‘journey’, rather than feed them content for the heck of it.

Bobby points out that, due to ever-evolving Google developments: ‘…the hand we are dealt today requires that our content compete at a quality level.”

So, how do you do that? “Search experience optimization is focused purely on enhancing the customer journey.” Bobby starts, “These days, a search query is often the starting point of that journey. Unfortunately, we rarely know the exact phrase or keyword the customer typed into that search box to start their journey, but we know the page they landed on when they reached our website.”

It’s about identifying what customers need to know, and why they need to know it, and tailoring your content accordingly. Make sure you click on the link above for a little more insight – trust us when we say it makes for fascinating reading.

Before we head into our ‘Let’s Get Technical’ section, we also wanted to share this Search Engine Land piece, which offers a similar message to the one above.

‘The Psychology of Search: Unleashing the Power of Connection’ states that, though there are many factors that contribute to high search engine rankings, ‘we often overlook the most important one: the user experience.’

Get to know your users, the writer says, and you’ll be onto something. Now, try to discover what they might be searching for online – and do your best to connect with them. Without a connection, you’re just someone sitting behind a computer, tapping away at a keyboard and robotically and aimlessly trying to hook customers – where’s the effort or reward in that method?! We’ll leave you with that one…

Let’s Get Technical

So, we’re onto the ‘Let’s Get Technical’ portion of this guide, before we sign off for another month…

As ever, we’re sharing with you some actionable tips you can put into place today to ensure your site gains the traction you’re hoping for.

We thought, then, we’d share not one, but two, great pieces of content via the Yoast site. The first one is this: ‘Improve Your Site’s Structure in Four Simple Steps’; it’ll help you optimise your website easily and quickly.

The piece features hints, tips and tools to help you improve the content, as well as the look and feel of your chosen online platform. One of the easiest tasks to implement is ensuring your posts (and any pages on your site, as it happens) include strong ‘call to actions’ at the end.

“Suggestions should always be on topic”, says the article’s author. “People reading about ballet shoes are probably interested in ballet shoes. So, offer them more reading material on ballet or on ballet shoes, but don’t bore them with karate.”

Before we go, then, here’s that other Yoast piece you’ll like.

‘An Introduction to Ranking Your Local Business on Google (#1 of 8)’ is exactly that – and, of course, you can look forward to many informative pieces where that one came from, since it’s only the first of many.

Discover how to enjoy more exposure for your site online, and check out the comments section at the bottom of the piece – it offer ssome useful insight into what others are doing.

Until next time…

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