Friday, September 8, 2017

How to Combine PPC and SEO for Maximum Impact

There are infinite approaches to successful digital marketing. Sometimes, digital marketing experts themselves don’t even understand why one strategy is more effective than another. The online world is fickle, and it evolves every single day.


The internet’s refusal to sit still for even a short amount of time can be frustrating to digital marketers, especially those trying to boost their smaller companies or startups. You want to appeal to your customer base, but you also want to play by the rules that will land you on the front page of Google. Is there a simple way to do both?
As an established digital marketing assistant, we want to help new marketers understand how to combine strategies for maximum conversions, sales, and ultimately, profit.
But, where do we start?
As we’ve hinted, the benefits to combining digital strategies can be monumental. You don’t have to focus on one strategy, rather allow complementing tactics to develop alongside one another.
The coupling of Search Engine Optimization (SEO) and Pay-Per-Click Advertising (PPC) is a perfect example of how combining strategies can launch your digital presence to new heights.
Let’s first define our key players, for those that are new to the digital arena:
SEOSearch Engine Optimization is making sure your site ranks highly in search engine results for queries used by your target audience. This is done through lots of planning based on keywords. SEO focuses on the production of varying forms of content.
Search marketing involves:
  • On-Page Optimization Making changes to your website metadata and keywords (and your keyword consistency) ensures that it is easily understood and ranked by search engines.
  • Link Building Linking back to your website through various online platforms and other websites build relevance and trust in search engines’ eyes.
  • PPC When businesses pay for advertising only when online users click through to their landing pages, that is called Pay-Per-Click Advertising. Irrelevant or accidental traffic that does not convert poses far more of an issue than with organic marketing strategies.

Both SEO and PPC strategies have the same end goal - exposure to potential customers.

How This Works for Small Businesses

As a new business, you probably are still tackling the issues of standing out against your competitors while gaining a larger audience. Those two matters can make it difficult for you to secure authority in your niche.
PPC and SEO strategies, when used together, can help you attain attention that can accelerate your promotion in a way other strategies can’t.
Most people who use Google as their preferred search engine don’t usually go to the second page of results for a query. That’s why it is so important to rank on the first page of results.
Essentially, by providing a well-executed PPC ad and pairing it with high rankings for the same relevant keywords, you are giving potential clients two ways to access your website. There is an added benefit of perceived brand authority by the user when your services are shown in a search as both an ad and an organic search result.

The Quest for Conversion Rate Optimization

Once you have your potential customers on your page, you need to follow through with your promise of quality, relevant content that brought them there in the first place. Conversion Rate Optimization (CRO) is the process of designing your website so that it leads potential customers toward a purchase, app download, email signup or any other desired action.

The first step to make sure your site is well optimized is to tap into your analytics and check out the bounce rate of your landing pages. This should tell you if your efforts have been successful. The bounce rate of a website is defined as the number of visitors that leave a site without clicking through to a second page.
A number of factors can contribute to high bounce rates, including slow load times, ugly or unappealing design, or irrelevant content. If you have a high bounce rate, your conversions are probably tanking.

How To Lure In Your Customers

Even if your product or service is unmatched, a poor quality website can kill your business before you can even get your foot off the ground.
On that note, your site should meet your target audience’s expectation and should give visitors a path toward conversion that’s as easy as possible.
You can do this through:
  • Checking that all your content is both informative and captivating, which will allow users to interact with your site in an easy way.
  • Ensuring that the links on your page are visible and functioning.
  • Making sure your website is attractive, in terms of design. It should also reflect the tone of your content. A circus-like colorful theme would not play well for a cancer research hospital, and a somber theme would be off the mark for a children’s toy store.
  • Check all of your pages are functional. A customer will leave your page immediately if they run into dead or broken links.

Going Forward...


As I mentioned at the start of this article, digital marketing strategy can often come down to luck. However, if you have a solid plan to combine a strong PPC campaign, and you’ve done an SEO audit with the help of tools like WooRank to give yourself the best chance at ranking organically, you are sure to see your conversion rate increase.
Also See:

Wednesday, August 23, 2017

6 Essential Metrics for Measuring SEO Growth

Without understanding key SEO metrics, online entrepreneurs will lose out in the battle to be Number One on Google. In this article, we delve into the 6 overlooked SEO metrics that could prove to be the secret sauce you need to steer your online business to the top.

Jeff Bezos was recently confirmed as one of the world’s richest entrepreneurs. The Amazon founder’s personal wealth has now eclipsed Bill Gates’.

Bezos is a man who knows how to grow a business. He’s a man who is obsessed with metrics. He’s also a man who feels that metrics define your success in corporate culture, and that everyone involved in a particular company must grapple with them, from the CEO to the SEO guys and girls.

They are the not-actually-so-secret-but-criminally-underused tool that give business owners powerful insights into the health of their business. And Bezos knows that anything that can be measured should be measured.

Where metrics are concerned, the more you know, the more you grow.

“I know all about metrics,” you might protest.

Many of us do. But too many of us are focused only on the popular metrics that touch the surface, such as site visitors. Site visitors as a metric tells you very little. It doesn’t tell you which keywords are converting and which ones aren’t.

Website overview summary of your site’s rankings

Understanding your SEO metrics is as crucial for growth as understanding a compass was for seafaring sailors way back in medieval times. Without a compass, sailors looking for India might have stumbled on Iceland. The choppy seas would have been much harder to navigate, their destinations always never reached.

“Pretty sure India was around here somewhere.”

Navigating endless seas without a compass is dumb. Think of SEO metrics as your guiding compass that will light up your online marketing campaigns so that you’re not lost in the darkness. They will also orchestrate growth.

Let’s take a look at 6 overlooked SEO metrics for growth:

1- Average Ranking on Segments

Average rank metric in Nightwatch


Chances are, you’ll be ranking for more than one keyword.

But that’s not all: you’ll also be ranking for more than one segment.

With the help of a good SEO tracking tool, it should be easy to breakdown your keywords into segments. Doing so makes it a lot easier to check their average ranking and tweak your campaigns accordingly. 

For example, if you run an eCommerce store, you’ll be ranking for product keywords and category keywords.

     Product keyword - Nike Men’s AirMax Trainers Size 12
     Category keyword - Men’s Trainers

You should also break down your segments into competitive keywords and non-competitive ones:

     Competitive - Men’s Leather Jacket
     Non-competitive - Men’s Used Black Leather Aviator Jacket

When you break down your keywords into segments like this, you get a much better understanding how each specific segment is performing. Then, you can make any necessary changes.

This is essential stuff because you need to know which keyword segments are performing better than others. This enables you to know what needs tweaking and what’s already growing your online business.

You should also check on the adjusted average rank of your keywords. What this means is that each non-ranking keyword is ranked the lowest on the scale in the calculation (so the average rank is not misleading because it includes the effect of non-ranking keywords).

2- Your Average Rank in Comparison with Your Competitors

Average competitor rank comparison in Nightwatch

Once you’ve checked your average ranking on segments, you should then compare your keyword rankings with your rivals.

This is an important metric. Unless you go head-to-head with your rivals on each segment, you simply won’t understand how well your campaign is performing in relation to everyone else.

There are quite a few tools that help you do this, SpyFu being one of them. SpyFu is a dedicated “spy” tool that lets you check what your rivals are doing when it comes to keyword usage - ergo, the keywords they’re using, how well they are ranking, and so on. This is powerful information to possess.

SpyFu Dashboard

There is an excellent reason for spying on your competitors. If your competitors are outperforming you, why not reverse engineer their tactics? Unless you do, you will find yourself constantly outperformed.

3- Keyword Distribution

Keyword distribution graph

When you first launch your site, Google might sandbox you. Google knows you’re a new site and wants to take a bit of time to make sure you’re totally legit - allegedly.

Not even an SEO expert can tell you exactly why Google chooses to sandbox some websites and not others. But when they do sandbox your site, you’ll notice it. You’ll be stuck in the “sandbox” of pages 8, 9, 10 and so on for weeks/months/indefinitely.

In other words, you just won’t be moving regardless of how well you think you’re doing with your SEO efforts.

However, fear not. Your site will start to climb up the rankings eventually. And because you’ll be using a few keywords, it’s a good idea to check your keyword distribution to see which keywords are shooting up the rankings, which ones are stable, and which ones are dropping like stones.

Keywords tend to fluctuate, but the best indicator of your site’s health are keywords that are stable or going up the rankings. Stay on top of them by measuring this metric.

4- Number of Ranked Keywords

Not all of your keywords will rank, at least not immediately. But once your website has been live for a few weeks, you should start to see some results.

Keep an eye on the total number of ranked keywords in search engines. If they are steadily going up, it’s a sign that your SEO efforts are going well.

If on the other hand, you have only a handful - or zero - keywords ranking, it’s time to rethink your campaign. It’s the same if they’re not moving up the rankings.

5- Number of Indexed Pages

Indexed pages graph in Nightwatch

Ever noticed a page of yours go missing from Google?

“Now, where did that page go? I’m sure it was around here somewhere!”

“Are you sure you had it with you when you left the house?”

When a website has been indexed, it shows up on Google. If a specific page isn’t indexed, it won’t show up in search results. 

When you first launch your website, Google will index its pages. From then on, it will index any additional pages you add.

Alarmingly, though, it sometimes removes pages from its search index - and thus also its search results.

When the number of indexed pages stays the same or goes steadily up, it’s a strong sign that your SEO campaign is healthy and that Google hasn’t removed anything.

Conversely, if the number goes down, your SEO campaign is critical and needs some attention. The last thing you need is for Google to start removing your pages because of some silly mistake on your part.

Example of Indexed Webpages (Walmart)

Unless you track this metric, you could be losing pages from search results without even realizing it.

6- Search Visibility and Click Potential Are Going Up

Search visibility and click potential graphs in Nightwatch

Search visibility is another essential metric that often gets overlooked. It shows you how much potential a keyword has when it comes to converting traffic - which is, of course, the end goal of all keywords campaigns.

Search visibility measures how much potential conversion traffic a keyword has based on its ranking. If your keyword is ranking at number one, it’s essentially a magnet that’s probably going to gobble up all the traffic. Excellent.

Keywords that are ranking much lower, on the other hand, naturally result in fewer conversions.

Click potential, meanwhile, refers to the forecast number of clicks you can expect to receive based on your present rankings and the search volume for each keyword.

If both these metrics are on the up and up, it’s great news for your SEO campaign and the growth of your business. 

SEO metrics are not that hard to get to grips with. For whatever reason, the six covered in this article continue to be overlooked by a number of online businesses. If you start to check these metrics on a regular basis, they could become your new secret weapon that boosts the growth and success of your online business.

Just remember, if your metrics are looking good, the growth of your business is looking good. However, you need to know this information first.

Got any tips you’d like to add? Discuss and share to help online businesses ace it on Google.

(This piece is contributed by Aljaz Fajmut who is a serial internet entrepreneur, the founder of Nightwatch - a search visibility tracker of the next generation.)


Also See:

Top 25 Extensions for Google Chrome
Mobile Seo Tools
Which SEO Tools Do You Prefer?
5 Tools To Make Your Site Hummingbird Friendly
4 Tools You Can Use For Link Earning
Step by Step Seo Copywriting Guide
How to Find Out Which Keywords You Rank For
Using Google Trends to Find the Popularity of Keyword
Keyword Research and Seo
Long Tail Keywords Vs Short Tail Keywords



Saturday, August 12, 2017

The Definitive Guide to Target Micro Influencers

Micro influencers are users of social media who have considerably smaller but more vibrant following when compared to macro influencers. They are people who specialize in a particular area and share social media content about their interests frequently.
Image credit: .mavrck.co

An Expertcity research estimated as many as 82% consumers are highly likely to follow the recommendations made by a micro influencer. In this article, we will show you some specific ways in which micro-influencers can be targeted.
Have a goal to start off
The first step is to understand the goal of the campaign and the sort of impact you expect from the micro-influencers on your campaign. It is very important to clearly understand the primary goal of the marketing campaign. This can help you figure out what you are looking for from your micro influencer.
There are several reasons for which campaigns can be run.
  • Raising the awareness levels for your product or brand.
  • Running a promotion for a new product.
  • Increasing conversions.
  • Introducing new product categories.
  • Remedying negative publicity.
Searching for Micro Influencers
Once your goals have been laid out, you can start on a plan for locating micro-influencers for the campaign.
  • Explore the potential of a dedicated influencer marketing tool to identify popular social media influencers to help you in this regard.
  • Use hashtags to identify potential micro influencers, using a tool like HootSuite.
  • Use Google Alerts to know about people who write regularly about products and topics relevant to you.
  • 86% influencers have a blog; leverage blogger outreach tools such as Alltop and FollowerWonk to engage them.

Evaluate the Micro Influencer’s Relevance
The micro-influencers relevance is one of the key metrics you need to examine.
  • Do they create content that is relevant to your area?  
  • Do they specialize in covering your industry?
  • Is the audience made up of people who have an interest in the particular industry?
  • Does their voice have a prominent, well-respected position in the industry?

Additionally, you should also examine the influencer’s relevance in a specific sub-category. Take for instance, one influencer may be an expert on automobiles in general. But for promoting electric cars, this influence may not be a direct shoo-in.
Engagement is the Key
One way to determine engagement rate is by calculating the average number of likes and comments in 5 of the posts. After doing so, make a calculation of the average number of likes and comments as a percentage of the total follower count. By calculating average engagement, you can spotlight the top influencers.  
To motivate micro influencers:
  • Reward them financially
  • Share online traction with them
  • Offer product giveaways
  • Offer commission on sales

A great way to up the engagement quotient with micro influencers is to engage in dialog with them on Google Communities, online forums, LinkedIn, and blog post comments. This also helps create a lot of shareable content, which will even motivate the micro-influencer to just broadcast along with your brand name.
Using these guidelines, you should be able to have a better idea as to how to target micro influencers.
Also See:

Tuesday, August 1, 2017

How to Get a High Paying PPC Job?

Well, you don’t necessarily require a lengthy resume, an advanced education or any hands-on experience to make an impact in the marketing field and get a highly paid PPC job. In fact, there is no need of a PPC degree. If you play your cards right, you can get your foot through the door with little to no professional experience.




Here are some tips which help you get your first big break in the PPC industry.


1. Be Visible & Create a Powerful LinkedIn Profile


Numerous individuals apply for jobs in search advertising but produce resumes that do not involve any pointers for hiring managers to gauge and understand their experience and level of expertize.


At this point, over half the resumes might be rejected after a simple search is conducted in your resume for the keywords suitable to the PPC vacancies.

You will have a very limited chance to qualify for the next round if a hiring manager cannot find any information related to Google AdWords, PPC or search advertising in your CV.
Here is a basic step that you can follow to improve your LinkedIn profile:


  • Visit your LinkedIn profile and hit “Ctrl + f”. Enter the phrase “AdWords” or “PPC” or “Search Marketing” to observe how often these words show up in your profile. In case they do not appear at all in your profile, then you must add them.
  • You need to make certain that you have the best possible skills recorded on your LinkedIn profile and that they are highlighted correctly.


For example, if you are searching for PPC Jobs in Dubai, then the following skills must be included to ensure that your profile is not prematurely filtered out from the selection-process.


  • PPC
  • SEM
  • Google AdWords
  • Online Advertising
Finally, you need to approach individuals to support you for these skills. Once your endorsements reach a certain level, your links will endorse you automatically.


2. Apply for the Right Position

Be practical and look for entry-level positions. You will not possibly be the only go ahead candidate for these, but starting from the bottom will permit you to hone your marketing skills and learn from senior PPCers.


If you only try for intermediate positions, you’ll face fierce competition and your chance of getting hired will be slim to none.


3. Master the PPC Advertising


Another essential thing to do is to join a PPC training course that helps you to get theoretical as well as practical knowledge of PPC advertising. You also have to master PPC by having an hands-on experience in various industries. Follow the steps mentioned below so as to get started on your PPC career and raise your chances of getting a high paying PPC job:


  • Practice as much as possible by creating a dummy account.
  • Have a deep knowledge of keywords, ads and landing pages.
  • Connect yourself with an agency that helps you work on real projects.
  • Learn optimization methods to optimize spending.
  • Understand how a sales funnel works.
  • Learn the various types of reporting.
  • Update yourself regularly on the latest marketing trends.


4. Mingle With the Experts

There is plenty of PPC content available online, so enroll yourself and begin with SEM blogs, live chats, and webinars. When involved in paid search, you should make use of a Feedly account in order to stay on top of industry news. This account enables you to familiarize yourself with the various new strategies and vocabulary that will intensify your overall knowledge of the field. Some of my favourites are Search Engine Land, Search Engine Journal, and PPC Hero.

Also constantly update yourself on new techniques and trends by following the #ppcchat conversation on Twitter. You can read the streamcap at any time, but if you wish to get involved, you will need to show up on Tuesdays at 12PM EST.


5. Go Prepared to Ask Questions

When an interviewer gives you the time to ask questions, they are actually giving you control of the conversation. Use this opportunity to your advantage.


Asking questions enable you to know more about your role or company so you can decide whether it is a good fit for you or not. It is also an opportunity to exhibit to the interviewer that you have done your research and have prepared for this interaction.


Avoid telling the interviewer that you don’t have any queries to ask under any circumstances. This is a huge red signal for employers. Employers want interactive candidates who are dedicated to learning more about the position.


The five tips given above will be likely to assist you in snaring the PPC job interview and get the PPC job of your choice.

Also See:

101 Free Resource for Learning Adwords