Monday, December 11, 2017

4 Tips to Maximize the Success of Your Adwords Campaigns in 2018

Managing Adwords campaigns is not an easy task especially for newbies who have little experience handling them. Hence, it is essential to learn the basics of managing Adwords campaigns before you put your funds in them.


We are heading towards 2018 and there are some expert tips and tricks that you need to employ in your PPC campaigns in order to improve the ROI. Here are the top 4 tips:


1- Use the Latest Features Added in the New Adwords Interface


The new Adwords interface has the following new features. Ensure to use them in order to maximize the chances of your campaigns.




  • Highlight specific sales and offers using “Promotion Extensions”.
  • Use these keyboard shortcuts to quickly navigate in your account.
  • Leverage the power of content exclusions across Display, Video and Universal App campaigns from one place in your account.
  • Use the newly updated Audience Manager to see the data sources available for your AdWords tag-based remarketing lists and YouTube remarketing lists.


2- Track User Actions With Conversion Tracking


Every ad is created with the purpose of driving an user action like downloads, calls, newsletter signups, website purchases etc. With the help of Conversion tracking you can easily track the valuable customer activity wrt to the ad clicks therefore assisting you in providing valuable data to further assist in the optimization of the PPC campaigns.




3- Unleash The Power of Competitor Analysis


If you are not tracking what your competitors are doing then you might fall behind. For running Adwords campaigns successfully, you need to track every PPC related activity of your competitor and have a plan ready to counteract their tactics. Think like an entrepreneur and check the keywords your competitors are using. Properly analyze cost vs traffic percentage and look at their ad copies.


You will need to use the power of following tools to properly analyze your adwords competition:


  • SEMrush
  • Ispionage
  • SpyFu

4- Properly Optimize Landing Pages and Use Negative Keywords Intelligently


Landing page still remains one of the most crucial components of the Adwords quality score. Below are some ways to make your landing pages look highly relevant in the eyes of search engines:


  • Use keywords in all the major areas of the page like H1, title, description, starting para, image alt tags, content body etc.
  • Create separate landing depending the exact micro moments when the users will search for your web page.
  • Highlight your USP and offer value to the users. Ensure what you promise in the USP gets delivered.
  • Use quirky CTAs in place of usual ones as they have do the trick.
  • Constantly A/B test your pages and frequently use the one that is generating the maximum conversions.


Moreover, you need to use negative keywords super intelligently as a major portion of the budget might get wasted if negative keywords aren’t filtered out. Check out this resource from WordStream to learn more Negative keywords and how to use them.

Also See:

101 Free Resources for Learning Adwords

Saturday, December 9, 2017

App Store SEO - How to Increase Your App's Visibility

With the millions and millions of apps that are available, you have to do more than design a nice user interface and add unique features to gain traction among consumers. What you need, in fact, are the right search engine optimization (SEO) and app store optimization (ASO) strategies to improve your mobile app ranking and achieve more downloads.





There is a science to making your app visible in an app store where you will face lots of competition -- and by following a few best practices, you can watch your ranking climb. Read on for a look at mobile app rankings and how they work, how SEO is becoming increasingly important in this segment, and tips to boosting your app rankings with SEO.

Mobile App Rankings

According to statistics, the number of mobile app downloads in the Asia Pacific region in 2016 was 86.2 billion, and this tally is expected to climb to 117.7 billion in 2017 and 198.9 billion in 2021. It’s also important to note that the two most popular app stores are the iOS App Store and Google Play, and so what you’ll want to do is increase your mobile app rankings on these sites.

Many consumers who make up your target demographic will likely find and download your app after using the search function on whichever app store they use. Other ways they may find your apps include, but are not limited to, family and friends, third-party sites, and media.

Each app has a rating, so what you want to do is lay the groundwork to secure the best possible rating possible. Your rating is particularly critical since it will factor into your app's position in app store searches, which suggests that ratings play a key role in rankings within the app stores.

How ASO/SEO is Becoming More Important

When it comes to promoting your app, ASO is as important as SEO. While SEO is about boosting your ranking among search engine results, ASO is about boosting your ranking among app search results. Here's a look at why ASO is becoming increasingly important:

Search Rankings: You can use ASO to boost your app ranking and to gauge your performance compared to your competitors on the app store.

Ratings & Reviews: Your ASO strategy, combined with ratings and reviews, can increase traction and facilitate downloads. For instance, you can stay on top of what your app users are saying in their ratings and reviews to figure out, based on the language and terms they employ, keywords that you should be including in your ASO strategy.

Downloads: ASO can also help you with respects to downloads of your app. For instance, you can use a program such as iTunes Connect to figure out just how critically different keywords figure into actual downloads.

Conversion Rate: With an ASO strategy, you can see conversion rates climb. The reason for this potential is that you can ASO to bolster user engagement with your app.

Tips to Boost App Rankings with SEO

It's important to know that the profile pages for your mobile app won't automatically be included in search engine listings in the way that web pages are. You can circumvent this, however, by creating a landing page or a microsite. Building an online presence via a landing page or microsite -- especially if you add a relevant blog -- can ultimately create a critical mass of traffic leading to your app. Here are some proven strategies to boost your app's profile on search engines, increase your ranking, and facilitate more downloads:

Latent Semantic Indexing (LSI) Keywords: First things first, you need the right group of keywords if you want to ensure that search engines rank your landing page or microsite optimally, and this can be done through LSI keywords. LSI keywords refer to words that help Google to grasp what your landing page or microsite is about. If users search for "Big Bang Theory," for instance, Google needs to understand whether the users are looking for the television show by that name or the actual theory of the origins of the universe. LSI keywords can provide the necessary context so that Google can figure out whether the users are referring either to the former meaning or to the latter meaning. In order to figure out what sorts of LSI keywords to use, here are some ways to find examples:

Start a Google search. You'll be able to see the LSI keywords via the drop down of the connected keywords.

Google highlights the words pertaining to the research results. When you look at the results, you will find LSI keywords. 

Look at the bottom of a search results page -- there, you will see more keywords that are made up for searches connected to your keyword.

Build Backlinks: It's important that you build backlinks to your microsite or landing page to boost your search ranking. Your search listing position will increase if you link to authoritative websites. This is how you would proceed:

Find competitors who have built up considerable traction and that are doing well in app store rankings.

After you've done this, you can use a backlinking solution such as Cognitive SEO or ahrefs to find pages that will link back to the rival app.

Next, you need to reach out to the author to see if they will list a link back to your app. You'll increase your odds of getting a positive response if you provide a compelling argument to support your request.

Bounce Rate: Google monitors bounce rate, which looks at the number of site visits where the users exits your landing page without visiting any other pages. The more time users spend on your landing page, the higher the odds of your landing page getting a higher ranking in the search engine results. There are things you can do to boost the amount of time users spend on your landing page. Here are some tips:

Discuss the problem you're looking to address.

Tell the user that the problem you highlighted can be fixed.

Explain how your app will help the user to solve the problem -- and be sure to include compelling information such as statistics that back up your claims.

Feature Band in App Name: The name you give your app will serve a dual purpose since it will be the link anchor text in app stores. You can go the extra step by including your brand name in the URL for your download page.

Brand Name in Link Text: Put your brand name within the link text leading to app store download pages. So, instead of including a link that states, "Download Android App," try something like "Download the XYZ  App for Android."

QR Link: Include QR codes to facilitate app access. You'll need to set it up so that the QR selects the right app download for the right device once it's scanned. 

Graphics: Don't underestimate the importance of compelling graphics when it comes to boosting your app store ranking. Keep your target demographic in mind when you brainstorm actional app graphics to employ. 

There are definitely some strategies that you can use to increase your app’s visibility amidst a landscape of millions of different apps. By using ASO and SEO techniques, you can boost visibility and drive more downloads of your app.

Also See:

Screen Tracking

Saturday, November 18, 2017

Understanding Log Analysis for Technical SEO

Logfile analysis is fast becoming the new standard in solving technical SEO challenges. While this is not new, developers and marketers have been diving into server network device and system logs to see how search engines like Google are crawling their websites. However, most people without a development background find log analysis for technical SEO complicated.
If your on-page and technical SEO is poor, options to improve your SEO efforts are pretty limited. Technical SEO is crucial in helping you crawl, index and parse websites, thus ranking them appropriately even before any SEO marketing efforts come into play. Your log files hold the data that is 100% accurate in understanding how search engines are crawling your website.
Here’s what you should know about log analysis as a facet of technical SEO:

What are Log Files?

Network devices, computer servers, computer applications and operating systems automatically generate a log entry each time they perform any action. In an SEO concept, such actions could include whenever a page is visited by a human or bot. Log entries are programmed to be output, recorded and stored by the device, server, application or system in use.
Server logs are particularly important when it comes to technical SEO. An administrator can check server log files and identify the number of visitors, the number of requests on each page and usage patterns. Log files are usually generated automatically and can range from several to thousands of entries.  

How to Access Your Log Files

Different types of servers, systems, and applications store and manage their logs differently. To find, access and manage log entries or files, you have to follow the provided general guidelines for the specific type of device, application, system or server. Log data often provides detailed documentation of any activities that have taken place on a system at any given time.

What is Log Analysis?

Log analysis is simply the process of checking through your log files to understand something about the data. There are different reasons why you may want to do a log analysis. These include:
  • Network troubleshooting
  • Investigating server or system security issues
  • Gathering information for compliance matters
  • Checking for problematic bugs for development and quality assurance
  • Technical SEO - This is our main focus
It’s important to understand that log analysis is not performed regularly. It’s mainly done in response to something like a bug, an error, a malfunction or a hack that affects the normal functionality of a system, server or application.

How a Log Analysis is Done

According to a Syslog Tutorial by Stackify, log analysis is a critical part of monitoring network devices, servers, applications and computer systems. There are several ways that developers and marketers can conduct log analysis much easier when dealing with technical SEO or other context. The most common include using excel or proprietary tools such as application management tools, log management tools, message logging tools and application metrics.

Technical SEO Insights in Your Log Data

Whichever way you decide to use to understand your log data, there are various technical SEO issues that need to be addressed. For instance, a close look at your website’s log data will give you clear information about important technical SEO aspects like:
  • Bot crawl volume over a given period
  • Response code errors in your system
  • Temporary redirects
  • Crawl budget wastes on advertising landing pages
  • Duplicate URL crawling
  • Last crawl date for monitoring purposes
  • Real-time crawl budget monitoring

Conclusion


As you can see, log analysis is critically important in solving technical SEO issues. Log file analysis is the most powerful tool in your SEO toolkit. While you can achieve effective technical SEO without logs, with some sites, it’s necessary to look at log data to find a way around issues.
Also See:

Sunday, November 12, 2017

Using Effective Calls to Action to Improve Social Conversions

Are you looking to generate sales, improve your online visibility, increase attendance at an event or capture leads through social media?


It’s a known fact that generating conversions from social media can be difficult.  People are generally not un Facebook for transactional purposes.  They go to Facebook and Twitter to connect with others, read news, to be entertained.  Yet smart marketers can learn to use strong calls to action to incite their audience into action.  In this article, we’ll discuss strategy to use effective calls to action to improve conversions from social media.

Create a Sense of Urgency


The effectiveness of a call to action on social media is partly determined by the word choice. To grab readers’ attention and persuade them to follow through, use action words such as “download” “click” and “contact” to make your intentions clear to followers. Calls to action should never leave followers guessing about what you’re asking them to do, so be straightforward.


It’s also important to use word choice to create a sense of urgency with your call to action. Emphasize limited time offers or the fact that time is running out to take advantage of an advertised discount. Don’t rely on just the text either! Use accompanying images to repeat your call to action and bold choice words that create urgency or use a different font to make these phrases stand out from the rest.
Focus on a Single Offer


Many calls to action are unsuccessful because the reader is not sure where to begin. For example, let’s say you have an upcoming event you would like your followers to attend. When you create the post, you give followers the option of calling a telephone number or visiting a website to register. Although this seems like it may be more effective because you’re giving options, it’s actually not.


Limit each promotion to one call to action. If you’d like, consider doing testing with two different promotions, one featuring the phone number and one featuring the website. See which one has a higher conversion rate and focus solely on that one with future posts.


Customize Calls to Action For Each Platform


Facebook, Twitter, and Instagram are all social media platforms, but that’s where the similarities end. It’s important to customize your calls to action for each platform that you are using so you can maximize conversions. For instance, Instagram is an image-based social media platform, so the call to action should be primarily in your photo. Placing “FREE” or “REGISTER TO WIN” in an image will certainly grab your followers’ attention as they scroll through their feeds.


On Facebook, brands should be taking advantage of the call to action buttons. Business pages can customize the call to action button that appears in their header photo so anyone who visits the page will see it. The call to action button on certain types of Facebook ads can also be customized, so don’t stick with the default option.


Twitter recently conducted a study to determine which calls to action were the most effective on their platform. The researchers found that asking for a retweet, follow, or reply were the most effective calls to action. Keep this in mind when planning how you will convert customers that find you on Twitter.


Lead Into It

A call to action should always come after copy that leads into the need to take action. For example, say you are trying to encourage followers to sign up for an upcoming event. Simply posting “Sign up today” alongside a photo of empty chairs will not be effective because there is no copy leading into the call to action. To make this post more effective, write a few sentences of copy that describe the event. Include the date and location of the event, along with a very brief description of what attendees should expect. Then, follow this copy with the call to action. Now that your followers know more about the event, their interest is piqued and the call to action will become more effective.


Make it Personal

A branded post or ad on social media can often feel impersonal, which is why it’s important to use words such as “you” or “your” when writing your call to action. For example, it’s better to use “Reserve your seat today” as a call to action instead of “Reserve a seat today.” Social media users are more likely to respond when they feel as if a brand is communicating with them one-on-one. Adding these words is a simple way to make it seem as if you are interacting directly with each person who sees your post, instead of communicating to the masses.
Determine your Buying Funnel


Brands should create a simple path from call to action to conversion to ensure a higher success rate. If followers must click through to fill out a form that ends up being excessively long, you’ll lose many potential customers that don’t have the time or patience for it.


Instead, use a lead generation form that can only takes a few minutes to complete, and allows you to capture customers’ information before they lose interest and leave the page. Be sure that the call to action is easy for people to complete, otherwise they simply won’t convert.
What’s in it for me?


People always want to know how a product or service being advertised will benefit them. Make it clear in your call to action by explicitly mentioning the benefits. Use phrases such as “Double your followers with this e-book” or “Get access to exclusive deals” to convey to people not just what you want them to do, but why they should do it, too.
The most important part of any marketing strategy is to test and analyze. Using these tips, write multiple social media posts with different calls to action and test how each one performs. Measure these tests using tools like Google Analytics and Truesocialmetrics.com  These tests will give you insight into how your specific audience responds to each, and will help you develop your strategy moving forward.

(This post is contributed by Nick Rojas

Also See:

3 Golden Rules of SEO
Segmented Digital Marketing 
App Store Optimization Guide
How to Identify Top Converting Channels Using GA