Best Business Search

Author: BBmanager

How to Leverage Visual Search for e-Commerce Growth

October 5, 2022 No Comments

Online shopping is booming as people become more comfortable buying online as opposed to in-store. It’s easy, comfortable, and convenient, with the possibility of finding a wider range of products at better prices.

As with everything in the digital space, online shopping is evolving, and visual search is the latest opportunity to increase sales, boost revenue, and grow your customer base. So let’s learn more about visual search and how to optimize content to maximize profits.

What is Visual Search?

Visual search is appropriately named as it involves users searching with an image, as opposed to a keyword.

The reasons why someone would do this come down to the following benefits:

  • Visual search makes it easier when you don’t know what you are looking for
  • It can help to match a particular style
  • Your search query may be long and complicated, so an image simplifies things

Consider visual search as a targeted and user-friendly method that involves pointing a camera at something to find an exact match or something similar.

The Differences Between Image and Visual Search

They sound similar but are incredibly different. Image search requires you to type in a query in the search box, with image results returned based on your keyword; a method that people are very familiar with. 

On the other hand, visual search requires an image or your Google Lens camera to search and return images that match or are similar. Voice, visual, and conversational search are improvements on typing search, all with the goal of making life easier for us all.

The Popular Visual Search Options

  • Pinterest Lens

The Pinterest lens was the first social media platform to use visual search. In the Pinterest app, a new or existing photo can be used to complete the search. This has been extended to hybrid search, which uses the aesthetic of an existing pin to find similar items, and the “complete the look” feature, which can generate case-based recommendations to match an outfit or room layout and style.

  • Google Lens

Google Photos lets you use an existing image for a visual search with the ability to identify over 1 billion items. You can also scan your environment to search for things in reality or have Google identify and recommend items on a menu. Other popular features include the ability to translate text from print directly onto your phone, identify animals and plants, and historical facts about your location.

  • Snapchat Camera 

Snapchat camera allows you to search for products on Amazon by pointing it at a physical product or barcode. If recognized, an Amazon card will appear on-screen with a link to buy on Amazon.

Visual Search Issues

Before we dive into optimizing your store for visual search, it is important to be aware that this new innovation still needs some improvements. Lenses commonly auto-select the wrong focal point, categorize a person instead of a product, or display items that are out of stock.

It is vital to be aware of these pitfalls as they may cause you to lose some sales along with the trust of your customers. Optimizing your images correctly can help lower the risk of this, however.

How to Optimize for Visual Search

Optimization of all kinds is important, as emphasized in this e-commerce SEO case study. Visual search success comes down to optimizing your images. By doing this, you will hopefully avoid the visual search mistakes mentioned above. To optimize your images and truly leverage the benefits of visual search, do the following:

  • Submit image sitemap to Google

Ensuring your images are indexed is the first step, and you do this by submitting image sitemaps. With basic product data from the shopping feed, visual search technology will be able to understand your content.

  • Sync product data 

Sync from your site with the Google merchant center and Pinterest catalogs to keep product info updated, allow people to search by brand, and avoid penalties from Google.

  • Use structured data

Put your USPs in the product description (especially free shipping), as this can help you get the much sought-after click. With a relevant schema for all images and rich pins to your site, you reduce friction and potential frustration by eliminating out-of-stock items from the user’s feed.

  • Standard image optimization

We know about optimizing site images for site speed and user experience, but they also help with visual search. One of the most important elements is image size. Keeping your image sizes under control helps your website load faster, which reduces user frustration, and much like personalized content which helps users understand the information they’re seeing is specific to their needs, it can be the defining factor when it comes to making or losing the sale.

  • Filename and alt-tags

Use appropriate, targeted, and descriptive file names for all of your images along with alt-tags, which means an alternative tag, a name that appears in place of an image if it fails to load. The alt-tag text is also read by search engines to help them understand the purpose of the picture. Be sure to use the most relevant alt-tag for the image, as this can impact your rankings and boost sales. An SEO booster can help with all of this!

While all of this sets your digital assets on the right path, we also recommend looking into having a local presence in the real world to reach customers in cities outside of your local area. By allowing them to call you when they have an issue (which you can do by providing a local phone number), you can increase customer satisfaction!

Making the Most of Your E-commerce Opportunities

As an e-commerce store owner or digital marketer, it is always important to be aware of the opportunities that arise in the digital space, like visual search. Utilize the emotions of your audience via social media and adapt your content to be attractive and relevant to improve discovery, engagement, and above all, sales.

The post How to Leverage Visual Search for e-Commerce Growth first appeared on PPC Hero.

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5 Social Media Advertising Tips to Nail Your Efforts and Get Your Expected Results

October 2, 2022 No Comments

Do you want your social media advertising efforts to succeed?

Of course, you do. 

According to data, brands saw 33% more purchase intent from exposure to LinkedIn ads.

The figure highlights how ads are more than just one of the social media marketing trends of 2022

With the right strategies, social media ads can help you raise awareness, boost website traffic, generate leads, and grow your sales. 

Jumpstart your efforts to optimize social media advertising with the five tips below. 

Let’s get right to it. 

1. Set Clear Social Media Advertising Goals

Reaching your goals is challenging if you don’t have a clear set of objectives to run your social media ads. 

You need to know what you want your social media advertising efforts to achieve since this will shape and inform your strategy. 

It can also help you choose the right tools, audiences to target, and the best platforms to run your ads.

For example, if your goal is to boost your engagement rate, you could run ads with trending or popular quotes on TikTok

It’s one way of drawing more eyeballs to your ads while engaging audiences with familiar content.   

Your social media advertising goals can include the following:

  • Raise awareness
  • Expand your brand’s reach
  • Drive traffic social traffic to your website
  • Boost your engagement rate
  • Generate more leads, clicks, and downloads
  • Increase your conversions and sales 

Once you’ve identified your goals, you can start looking for the best-fitting tools to help you implement your ad strategy and reach your targets. 

Consider platforms such as Vista Social. 

The social media management platform helps you plan, organize, prioritize, and schedule your content posting with its content calendar and auto-publishing features. 

Image source: vistasocial.com.

Identify your social media advertising objectives to determine how to best implement your strategy. 

Your goals can also tell you what metrics to track and measure to assess your ad’s performance. 

2. Understand Your Audience and How They Spend Their Time Online

Get the best bang for your buck by targeting audiences who need or want your products, services, and offers in your ads. 

After all, you’re not likely to achieve your social media ad campaign goals if you advertise to the wrong audience. 

For instance, running ads about your UI/UX software to people looking for reliable security testing tools won’t get you conversions. 

Know your target audience by developing personas (or refining your existing ideal buyer personas). 

It can help you understand the people and segments to target and focus your social advertising efforts on. 

Use Facebook Audience Insights to get an overview of your target audience demographics, interests, liked pages, activities, etc. 

Understanding your ideal buyers can help you to tailor your social media ads to their pain points and needs. It can increase the chances of your audiences clicking on your ads and acting on your offers. 

It also helps to know how your audiences spend their time online, including the social media platforms they frequent. 

Doing so gives you a good idea of the social media channels you should focus on and the content types that appeal to your potential customers. 

For instance, most younger audiences (teenagers to early 30s) are on Instagram. Visual elements such as images and videos work best for running ads on the platform. 

Determine your ideal buyers’ preferences, main interests, and the platform on which they’re most active.

Use the information to create social media ads that cater to your target audience’s needs, making your content irresistible. 

3. Learn About Your Social Advertising Options

While casting a wide net by advertising on multiple social media platforms can have certain benefits, it can also be tedious and resource-draining.

The key is to focus on at least three social media platforms to run your advertising campaigns. It can help you avoid stretching your team and resources too thin while getting results.  

Run ads on the following platforms depending on your social media advertising goals, target audiences, and campaigns.

  • Facebook. You can run various ad formats on Facebook, including videos, photos, and carousels that display on users’ news feeds. Other FB advertisement options are Messenger and Story ads. 

Facebook also offers the Lookalike audiences feature that lets you create targeted ads based on your known audiences or existing customers.  

Image source: mention.com
  • Instagram. Instagram offers similar ad formats and audience targeting features as Facebook under Meta Business.

For example, you can run an IG Story ad on how customers can buy SEO articles as part of your efforts to promote your SEO marketing services.

  • Twitter. Select or create a tweet that you want Twitter to show people who are not following you to advertise on the platform. You can choose audiences to target based on user behavior, demographics, interests, and who they follow.  

The Twitter Promote option can advertise your tweets with a monthly charge. 

  • TikTok. You can run TikTok video ads with brand filters and branded hashtags. TikTok also provides an automated creative optimization feature. It tests combinations of your video, copy, and images to the ads that work best for you.  

Focus on running ads on the social media platforms that make the most sense for you. 

Follow content writing time-tested tips to help you create compelling ad copies and Calls-to-Action (CTAs). 

4. Test Your Social Media Ads

Test your various social media ads to assess and improve their performance. 

Start A/B testing several ads initially with small audiences. It can help you determine the ads (and ad elements) that work best and use the top-performing ad in your main campaign. 

You get instant feedback with social media, so you can learn what ads work (and don’t) for your brand faster. 

Use a reliable social media ad analytics tool to test your ads and make improvements efficiently. 

For instance, Facebook offers a built-in A/B testing feature for your ads.  

Image source: hubspot.com

A/B testing takes away the guesswork on what ad element or variation you need to tweak and improve to get better results. 

5. Track and Measure Social Media Ad Results and Performance

Tracking and measuring your social media ad performance can tell you if you’ve reached your targets. 

You’ll know whether your social media ads perform well (or not) and what aspects worked and didn’t work. It gives you the information you need to improve your ads moving forward. 

Measure your results to get reliable data about your ad’s value to your company, such as leads and purchases, and prove Return on Investment (ROI) or Return on Ad Spend (ROAS). 

Develop a well-thought-out content tracking strategy to help monitor and assess your social media ads’ performance and returns. 

It can also help you determine if your ads contribute to your entire social media marketing efforts. 

Nail Your Social Media Advertising

Social media advertising isn’t as easy as pie, but it’s not rocket science. 

Kick off your efforts with this guide’s social media advertising tips to set you on the path to success. 

Continue learning, testing, and improving to run effective social media ads that help you reach your targets and get the results you expect. 

The post 5 Social Media Advertising Tips to Nail Your Efforts and Get Your Expected Results first appeared on PPC Hero.

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Go Update iOS, Chrome, and HP Computers to Fix Serious Flaws

September 30, 2022 No Comments

Plus: WhatsApp plugs holes that could be used for remote execution attacks, Microsoft patches a zero-day vulnerability, and more.
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Why Esports organizations are losing business due to lack of SEO

September 30, 2022 No Comments

SEO is a standard within a number of marketing strategies through a myriad of industries, but has someone found themselves outside of the gaming and esports industries? There is a non-factor within new marketing verticals such as influencer marketing despite its immense potential to impact.

During the latest edition of the Gamactica Podcast, I got a chance to talk about the lack of SEO, or Esports SEO, that exists within the industry with Michael Ashford, CEO of The Game Awards.

In this article, I share some highlights and key insights that are affecting the fate of many Esports organizations.

What Esports can learn from sports and other industries

“I guess where Esports has been very pioneering there are also a lot of things that it can learn from other industries in the same vein,” he said.

“The big controversial one is the sports and Esports gear compared a lot. I’m a big fan of it because sports do very well with media rights and distribution deals. They do very well with sponsorships, two things that are absolutely pivotal and critical to the future of Esports. Those two things go hand-in-hand, they ensure everyone continues to be stable and everyone wins off the back of them. Esports as a term has really only been popular for 10 years. Before that you would just be OpTic gaming, people would just type in “optic” and their website would come up, their socials were there, everything was great and now there are probably 10,000 companies that all call themselves Esports something or another, and it’s a very different problem.

Doesn’t matter to OpTic, because OpTic is still a leading name and people still search for OpTic on Google. OpTic still comes up but it does matter to new businesses coming in.

“There are three waves to Esports”

You have wave one which is all the teams, the TOs, and the publishing companies.

Wave two is supporting services, people like ourselves, agencies, creative agencies, sales, and talent specialists.

Wave three is all the supplementary services under that, and that’s where that trickle-down comes down with publishers at the top and everyone in these waves underneath waiting to get paid. That is where wave three is so pivotal and why you hear stories of these companies trying to get in now that are very challenged because they’re not using proven techniques that work outside of the market to get into the market. They are trying to conform to the market that already exists, and you can’t take on an Esports Awards because we own that domain, we own that optimization, and we have seven years of history working with Google, YouTube, Amazon, we have even worked with Lexus. All these brands have given us that domain authority that is very hard to purchase now.” said, Michael Ashford, CEO of The Game Awards.

The advantage of domain authority in Esports

Ashford goes on to discuss the competitive advantage the domain authority provides them, especially as the Esports landscape continues to evolve and grow.

“So, if you were going to take us on as a competitor, you probably don’t want to go against that unless you’ve got a big, realistic search engine budget to go against us. That’s where marketing gives you that advantage, when you do marketing you put yourself in the eye of the consumer, you look at their journey, you understand their peeves, and you gain a finer understanding of what they’re doing.”

Ashford talked about the difficulties that face new entities, such as Esports teams face as they are entering a fiercely competitive space.

“If you’re a team that just got into this and you’re saying ‘I really want a big sponsorship to land on my doorstep’ like you have to be in their consideration and that’s what it comes down to. If I’m buying for one of the biggest companies in the world and I have a budget and I type in “Esports teams” or “successful Esports teams” or “biggest Esports teams” on Google, if you’re not on that list you’re already outliers from the consideration perspective because all of those other brands have long term domain authority” he said.

“The OpTics, The FaZe, the DSMs have done it for years and they’ll be the first stable thing that people see.”

Despite the proven data, SEO remains on the peripherals of the gaming, Esports, and content creation industries.

While platforms such as Twitch struggle to effectively scale the monetization of creators and their platforms, SEO continues to be an absolute need, a critical of conversation which eludes these spaces.

The Game Awards will be taking place on December 11th-13th in Las Vegas, Nevada, and will air on platforms such as Twitch and Twitter.


Anthony DiMoro is CEO of Gamactica. He can be found on Twitter @AnthonyDiMoro.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post Why Esports organizations are losing business due to lack of SEO appeared first on Search Engine Watch.

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How upskilling your paid advertising skills will tackle economic downturns

September 29, 2022 No Comments

30-second summary:

  • Marketing budgets are often the first to be slashed in a downturn – upskilling your existing team with digital marketing techniques can provide huge efficiencies and minimize the impact of cuts
  • Creating an upskilling program does not need to be expensive or time-consuming if a well-thought-out strategy is adopted and results are constantly measured
  • Nurturing your own in-house talent pool also increases business resilience, improves marketing innovation and creativity, and reduces reliance on third-party operators
  • Choosing the right skills for your team to acquire depends both on your immediate goals and long-term business strategy – done right you can steal a march on your competitors
  • Sarah Gilchriest, Global COO of Circus Street, discusses the key skills brands need to cultivate to stay competitive during an economic downturn

We’re entering what is likely to be a pretty tough global recession. As consumer sentiment worsens, brands will increasingly look at ways they can cut costs to protect their bottom line. Unfortunately, we all know that marketing is usually one of the first budgets to be slashed.

It is seemingly much easier to stop a campaign or give an agency notice than it is to sack a developer or reduce infrastructure costs. However, more often than not, cutting marketing is a false economy that worsens the impact of a downturn by slowing a company’s growth. So, is there a way for brands to instead maximize their digital marketing output while also freezing or reducing costs?

The answer may be found in upskilling.

Training while cutting costs?

Now, your first reaction may be that training programs are expensive luxuries that make little sense if your goal is to cut costs. There are a few things to unpack here –

  1. Size and scope of training matter. You can make an outsized impact by training one or two individuals who then share their knowledge with their wider team. The right strategy (which I’ll discuss further below) can lead to a highly targeted program that gives the most critical skills to those who will be best placed to use them immediately.
  2. Next, there are a lot of freely available supporting resources that can significantly reduce costs and help to embed learning.
  3. Finally, let’s put costs in perspective. The ROI on a well-executed training scheme pays for itself and the initial outlay pales in comparison to most other business functions. Put simply, you get a lot of bang for your buck. 

Why paid advertising skills?

Paid advertising makes a lot of sense to focus on for a number of reasons. Generally, compared to other marketing fields, paid advertising is characterized by the sheer diversity of skills and techniques needed to fully execute a campaign. It is incredibly fast-moving and often requires you to leverage a number of different tech platforms. Consequently, many brands outsource this functionality to a network of agencies and freelancers. Those that don’t usually rely on one or two individual ‘power users’ or worse, skills are haphazardly spread among a range of departments leading to bottlenecks and single points of failure.

As such, digital advertising is usually the prime area where efficiencies, greater innovation, and marketing effectiveness can occur via upskilling. It is where your business can do much more for less. 

Identifying the right skills

Getting the right skill mix is where the rubber meets the road. A mixture of creativity, data analysis, platform knowledge, development techniques, and marketing expertise are all needed. To get started the best approach is to fully understand what capability your team has in-house. The crucial element is to remember that a lot of ability might be hidden because it is not used on a day-to-day basis. You would be surprised at how quickly a business ‘forgets’ about the previous experiences of team members after they have been hired.

Auditing team skills should expand beyond the marketing department

You don’t know what gems are lurking in other areas of your business until you start to look. This is also the perfect opportunity to identify both the potential of your employees to acquire new skills and also their individual aspirations. It is much easier to upskill someone who has a professional and personal investment in learning that particular expertise. The audit itself does not need to be complex – a simple matrix that enables people to categorize their proficiency and outline the areas where they would like to develop will suffice.

When you know what you have to work with, then it’ll become much easier to define the best way forward. Deciding the best skill mix comes down to first working out how to fulfill your most immediate needs. For example, taking a costly service in-house, plugging a weakness – where a team member’s departure would severely hamper your ability to function, or obvious gaps in ability that prevent you from undertaking certain digital advertising activities.

Build on the compatibility between your employee’s aspirations and your commercial objectives

This is then overlaid by areas where your marketing output can most obviously be improved and your future aspirations in line with your commercial objectives. For example, if in the future you want to more heavily target users on particular social media platforms or ‘exotic’ platforms like IoT devices and digital boards. Perhaps you can see the financial benefits of adopting headless CMS tech and would like to put in place the skills needed to make that transition after the recession. Maybe you want your team to have the insight to tell you whether the Metaverse has any potential for your business.

This may sound complex but once you get started the hierarchy of skills you need more often than not becomes very obvious. Remember, one of upskilling’s great strengths is its flexibility – if your needs change or you feel you have chosen the wrong skills – it’s very easy to change track.

Getting started in a cost-efficient way

How you train your team is very much up to individual preferences – everyone learns in different ways. Speaking to your employees and specialists will enable you to build a tailored teaching structure. It can be a combination of in-house learning, online tutorials, accredited programs, or book learning. You do not have to go all in on a full program straight away. Piloting can remove a lot of the risk. Start small – one team or a handful of individuals from across your company – and continually assess the impact.

A mistake to avoid

A common mistake businesses make is they wait too long to get their team to use their new knowledge. This can hold up the process and damage ROI. The best way to embed new skills is to apply them. Ensure that your team has an opportunity to practice their newfound expertise on real initiatives. Then keep a close eye on your business metrics – including team and customer feedback – to determine the impact. Unlike many other departments, digital marketing can have very clear outputs. This will let you know quite quickly if it is working. From there, you can decide on how to roll out your training scheme. 

Marketing doesn’t end with the marketers

As I’ve mentioned, diversifying the skillset of your team builds resilience and promotes more innovation. The reason is simple, if you only have marketing skills in your marketing department, you are naturally limiting the number of people who can provide useful insights that fuel innovation. You reduce oversight and feedback loops, and your marketing output will suffer from a lack of outside perspectives. 

By making your teams multidisciplinary and cross-functional you can spread useful skills throughout your business. Customer service teams can learn the fundamentals of digital marketing, marketers know how to do the basic dev and data work to enable their day-to-day, and your data teams can think like marketers if they need to.

Preparing for the worst doesn’t mean losing capabilities

If the worst does happen and you do need to make cuts to your team, having key skills shared across your business means that the damage to core functions will be limited.

To finish – I should highlight that much of what I’ve discussed applies equally to business owners as it does to individual freelancers. A downturn can be a daunting prospect if you are a sole trader. Upskilling can be one of the best ways to increase your value to clients now and future-proof your business.

If you have seen business drop off, the time you now have available could be best dedicated to more training. This may sound obvious, but a mistake many people make in their careers is failing to adapt to how demand for skills can quickly change or technology can come along that makes them obsolete. Adding more skill strings to you and your company’s bow is never a bad thing.


Sarah Gilchriest is the Global COO of Circus Street.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post How upskilling your paid advertising skills will tackle economic downturns appeared first on Search Engine Watch.

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How Can PPC Help Inform a Powerful Link-Building Strategy

September 29, 2022 No Comments

If you’re just setting out to create a marketing strategy, then you may have read a lot about the power of link building, and how much it can supercharge an SEO campaign.

Though link building is certainly a powerful discipline, like any marketing technique, it shouldn’t exist in a vacuum. In today’s post, we’ll look at the relationship between PPC and link-building, and how the insights you glean from PPC campaigns can inform your link-building strategy for greater success.

How to Succeed in PPC Marketing

Before we get into how you can leverage PPC findings for better link-building, let’s go over some of the fundamental principles of PPC marketing success…

Effective Keyword Research: Just like when creating content, choosing the right keywords will determine whether or not your PPC ads will be seen by a particular audience segment. Researching, testing, and tweaking your keyword selection as you incept and manage a campaign will magnetize your audience, and ensure that you’re getting a good return on investment from your PPC budget.

Know your Audience: Although PPC is heavily data-driven, and a far cry from more creative, traditional advertising techniques, you’ll still need to craft your ads based on a firm understanding of your audience. By going into PPC campaigns with a clear picture of your customer personas, the audience segments they feed into, and how this should inform your copy, you’ll be able to enjoy stronger results right off the bat.

Leverage Automation: All major PPC platforms now offer automation tools you can use to bring in more leads, improve your conversion rate, and enjoy a stronger ROI, all while saving your team time and energy. PPC automation algorithms are also capable of analyzing countless data sets to inform decisions, based on your past performance, budget, and goals.

Strategies to Follow When Building Quality Links

Now that we’ve looked at the key components for success in PPC marketing, it’s time to run through some of the most effective link-building strategies you can employ for a successful campaign. Here are our top 3 for the current SEO climate…

3 Main Link-Building Techniques to Use in 2022

1. Digital PR

Digital PR refers to applying proven PR tactics to earn organic backlinks. This means creating linkable assets, such as long-form blog posts, infographics, and interactive content, then promoting these assets to journalists or publications in a way that encourages them to write about your company or assets and link to them. 

This tactic is fairly challenging because you’ll need to come up with some truly great content to earn a link. However, if it’s successful, you can gain some hugely valuable link equity.

2. Contributed Content / Guest Posts

Contributed content and guest posting have been popular methods for link building for some time, and for a good reason: it’s a great way to generate the kind of trust and quality signals that Google favors when ranking websites. 

“Providing valuable, optimized content to real businesses’ websites via guest posting allows [business] to build natural references from related websites in the industry,” says link-building agency Hive19. “Like all marketing activities, there are good versions of this – and bad. [S]pecialise in working closely with editors to provide editorials that seamlessly fit with their brand voice and editorial calendar.”

3. Reclaiming Unlinked Brand Mentions, Broken and Lost Links

Sometimes, all the necessary legwork is done in the way of gaining a link, and all you have to do is reach out to the right contact. There may be instances where a blogger has mentioned your brand, but not linked to it. 

In other cases, there may be links pointing to dead pages that had previously hosted content in your topic or niche, which can be reclaimed by creating a similar piece of content and reaching out to the referring domain’s webmaster. Sometimes backlinks are lost through routine maintenance of a referring domain, and a simple email to the webmaster can be enough to replace it. 

Combining these kinds of low-hanging fruit can be a great way to supercharge your backlink profile, and require very little effort! 

How PPC Analytics Can Help Inform Your Strategy

For many marketers, PPC data is used to inform current and future PPC campaigns, and their usefulness stops there. Though you may not be aware of it, there are a number of ways PPC data analytics can be used to inform and optimize your link-building strategy.

Use PPC Data to Identify your Strongest Landing Pages

If you’re managing a large website with large PPC campaigns, then it may be hard to know which pages will be the most prudent to target in a link-building campaign. PPC analytics suites offer a quick and easy way to see a complete breakdown of your landing pages, keywords, and how they’re being received by your target market.

Simply drill down to the destination URLs in your campaign, and analyze metrics like conversion rate, clickthrough rate by keyword, etc. By carving off a proportion of the highest-performing landing pages, you’ll easily be able to prioritize target pages for your link-building campaign.

Use PPC Data as a Starting Point to Recycle Content

To flip the previous technique on its head, PPC data can also be used to identify pages that aren’t performing well but show masses of untapped potential. Let’s say, for example, that you’re running a campaign advertising a free ebook for your marketing agency. You may have a great clickthrough rate for a keyword like “content marketing guide”, but see that a poor proportion of people are actually downloading the ebook. This shows that although people are finding your copy compelling, they’re not convinced by the content on your pages. 

These kinds of scenarios can be a fantastic starting point for you to recycle content, and attract new links through quality, authoritative pages.

Look for Spikes in Demand to Inform Topical Content

Finally, analyzing both your own ads and the average CPC for certain keywords can be a great source of inspiration when you’re looking for topical content. If a certain ad suddenly gains a much higher-than-average click-through, and trends in your other ads discount a universal jump in your brand equity, it may be time to ride the buzz around a certain topic by meeting it with relevant content. 

Suggested CPC can also be a good indicator of when a certain type of content is gaining traction, giving you a useful advance warning to get ahead of the game and publish popular content before everyone’s talking about the same trends.

In Conclusion 

This article has given you the fundamentals of leveraging PPC insights for a more targeted and data-focused link-building strategy. 

We’ve discussed the relationship between PPC and link building and how these valuable insights can help guide and inform your link-building strategy for greater success. 

Adopting link-building strategies such as digital PR and guest posting to reclaiming unlinked brand mentions, using your PPC data will help inform and optimize your marketing strategy going forward. By identifying your highest and lowest-performing landing pages through PPC insights, you’ll be able to prioritize the most valuable pages for link building and see higher ROI for your marketing efforts.

The post How Can PPC Help Inform a Powerful Link-Building Strategy first appeared on PPC Hero.

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The Race to Find the Nord Stream Saboteurs

September 28, 2022 No Comments

Damage to the pipeline that runs between Russia and Germany is being treated as deliberate. Finding out what happened may not be straightforward.
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In-house SEO vs outsourced agency talent: Who wins the debate?

September 27, 2022 No Comments

In-house SEO vs outsourced agency talent Who wins the debate

30-second summary:

  • SEO involves a lot of tasks, processes, and technicalities that are hard to master and manage
  • Investing in an in-house team can have lots of advantages, like building specialized talent, greater control over performance, productivity, brand and process alignment
  • However, outsourcing to an SEO agency may not deliver the above-mentioned benefits but can be easier on your marketing budget and overheads
  • So, how do you identify the right fit for your business?

There are too many parts of SEO and many of those parts are constantly moving and changing. The more a site grows, the more challenging SEO is going to be. So what’s a better approach: to start building your own in-house SEO team or rely on an agency or freelancers?

Let’s see…

Pros and cons of building your own team

Pro #1: You build your own internal talent and knowledge

Your team is your biggest asset. Your company is only as good as the people behind it. These are all cliches but they hold true.

Having an in-house team to rely on makes your SEO strategy more consistent and aligned with your company’s culture and your product positioning strategy. Plus, there is a smoother flow of ideas and communication that leads to better results. You also stand to gain from the cross-pollination of talent that feeds into innovation and greater problem-solving.

Con #1: Talents tend to move on

There’s one huge issue with talented people: They tend to overgrow their employing businesses, and they do that pretty quickly.

It often becomes hard (and expensive) to keep the talent, even if your organization was the one that grew it.

Pro #2: You hold someone responsible

If you are good at hiring, you will likely find someone responsible who will take their training and tasks seriously. The person will have clear ownership which makes everyone’s lives easier and your business more effective. 

Any business initiative is going to be successful only if there’s someone inside the company to “own” it.

In-house teams are easier to control, you can ask for and obtain reports within a day. You can ask for clarifications without running out of your billable hours.

Con #2: It is expensive

Not many businesses can afford to have an internal SEO that has nothing but SEO… Apart from regular and inevitable payroll, there are also HR processes that contribute to the overall expenses. And let’s not forget about employee insurance and other benefits.

Yes, growing your own team is generally a great investment but only if your budget allows it. Plus, there’s always a risk your investment will simply leave your company one day (see above).

Pro #3: You own your data

Privacy is a big issue when it comes to letting anyone do marketing for you. On the other hand, you can also control the technology and privacy much more efficiently ensuring that your data is accessible to your internal team only.

Additionally, when you outsource anything, you will inevitably miss lots of data, like contacts that were acquired, templates that worked better, and other assets.

When you have the work done internally, you end up accumulating contacts you can rely on going forward. You also eventually build your own data and find innovative ways to build it into your search marketing strategy.

Con #4: It is slower

Unless you have a huge team, SEO tasks will pile up. They are very hard to organize and scale without outside help because there are too many variables and most of them are done on a continuous and regular basis.

Relying on freelancers to outsource SEO tasks is often the only way to get things done and free some time for looking into analytics to align your SEO strategy better.

Pro #5: The process can be better integrated

SEO is no longer an island. It can only be really effective if it is well-integrated into all processes within an organization, including product development, IT, sales, and customer support.

The intersection of digital and physical consumer experiences is also a strong reason as to why SEO needs to have strong integration with digital marketing, martech, and sales. Your business can achieve its goals only if it has a unified footprint.

Con #5: You cannot build a team that is good at everything

The biggest problem with SEO is that there are several moving parts that require absolutely different training and skill sets.

Remember the graph?

SEO graph and relativitySource: Anthony Palomarez

SEO always includes content creation and optimization, technical support, and link building (which normally includes email outreach, relationship building, and linkable asset creation which, in turn, involves graphic design or video production tasks).

If you need to understand all of these moving parts better, I have a simplified flow chart for you:

the scope of SEO

Let’s not forget that many of those parts will have to evolve based on ever-changing Google guidelines and ever-developing search algorithms that are hard to keep up with.

With such a variety of skills required, building a team that would handle almost everything is next to impossible, even for corporate entities.

Of course, today’s technology makes it much easier. You don’t have a web developer to build a landing page, or handle on-page SEO essentials. You don’t have to be a graphic designer to create visuals, or even put together an effective lead magnet.

But even with smart technology, to handle all the parts of an SEO strategy you will need a pretty huge team, which is – again – expensive.

The truth is somewhere in the middle

The takeaway from the above is somewhat of a dilemma: You want a team to control something that you may never be able to control.

The best solution is usually in the middle:

  • Hire an SEO manager who has thorough SEO knowledge
  • Let that SEO manager find companies and freelancers to outsource different moving parts to

This means having an SEO manager who is brilliant at both SEO and project management.

Yes, it will take time to find the right person but finding the right person is never easy. 

It is well worth your time though:

  • Your in-house person will be able to “translate” any SEO jargon to you whenever you need to understand what is going on
  • You will have someone owning the strategy and process 
  • There will be a person who will be inside your company to ensure your SEO strategy is aligned with your overall product positioning strategy and include other teams in the SEO processes

In reality, if you want your SEO strategy to deliver results, you need both: An internal person (or a team) and someone outside your company to rely on. This is not a question of choosing one.

Conclusion

Managing SEO is hard. Don’t feel discouraged. There’s no valid alternative to organic search traffic. Find the right person who will be able to manage the process for you and find reliable partners to outsource different SEO tasks to. This way you will keep the strategy under control while still being able to afford it. Good luck!


Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

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The post In-house SEO vs outsourced agency talent: Who wins the debate? appeared first on Search Engine Watch.

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