May 2017

 by lse admin

Separating SEO Facts from Fiction

seoSearch engine optimization, or SEO, has become a widely familiar concept. But it is still surrounded by misconceptions that could have an impact on your business’s SEO strategy. This article can clear up some of the myths about SEO. Therefore, after reading this, you can design a well-informed and successful campaign for your business.

Myth #1: SEO only requires a strong effort at first

A common misconception some companies have with SEO is assuming that a strong initial effort will continue to pay off in the future. Unfortunately, there is no way to put a campaign on autopilot. This is because fresh, new content is a necessity for good search rankings. What you might actually see is that it’s easy to see a boost in search engine rank at first. But you will need to put more effort in over a long period to continue seeing results. The reason is that your SEO campaign will likely begin with several changes to your website and content strategy. This all causes your rank to rise. Ongoing efforts will need to be more focused and detailed to meet more specific goals.

Myth #2: You don’t need more than a blog to boost SEO

Content is important for SEO. But it’s not everything. Google and other search engines use complex algorithms to determine search results rankings. Offering only one of the components that search engines look for will not get you results. In addition to content, you may need to improve your website, create multimedia content, update social pages, and respond to negative customer reviews to stay visible. On the content side, you will want to use link building, smart keyword use, and creative strategies to keep readers engaged with your content.

Myth #3: SEO is an outdated concept

There is a common mentality among business owners that search engine optimization doesn’t work anymore, which is true in a sense. The old strategies will not yield success, but an evolving campaign with a consistent effort will deliver results. SEO itself is not outdated, though it is important to remember that strategies will always change as algorithms continue to shift.

Myth #4: SEO is all about marketing

One way to better understand Google’s search algorithms is to avoid thinking about search engine optimization as a marketing tool. While this can and does deliver increased traffic to websites, which can, in turn, boost business, it is intended to provide a richer experience for search engine users seeking authoritative, accurate, and easily accessible information.

Because a digital marketing strategy does require a strong hands-on effort, many businesses turn to professionals to manage their campaigns.

To see what an expert can do for your search engine rank and customer engagement, call us for a consultation today.

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 by lse admin

Increase Your Search ROI

Investing in budget and bid optimization for a paid search campaign does not necessarily require allocating more money for better results. In order to achieve a higher return on investment for your search campaign, you should focus on spending strategically rather than spending frivolously. A higher investment does not always lead to increased ROI because there are analytics to consider as you break up your budget and place bids on keywords. Here you can get a look at the more refined strategies for increasing your search ROI for a more effective and profitable campaign.

Track your results.

It is important to design a search campaign that is adaptable since you will depend on analytics to fine-tune your approach and adjust your budget accordingly. Conversion tracking will allow you to see the effectiveness of ads and keywords. Conversion tracking tools not only offer a look at the total number of conversions per ad, but they show the cost-per-conversion, which you can compare to your sales from those conversions. If your per-conversion cost for a given ad is higher than your average sale, a new optimization strategy may be necessary. For a more in-depth analysis of your conversions, Google Analytics can offer advanced conversion reports and funnel analyses.

search roi

Change your keyword strategy.

Once you have identified weak spots that may exist in your campaign, you can begin to adjust keywords and bids. Low-performing keywords might be eliminated altogether or adjusted to a lower cost-per-click so that more of your budget is freed up for higher performing keywords that show a profit. Using more specific, targeted keywords can also be a more effective strategy that will give customers a better idea of the services you offer. This can increase conversion rates and reduce your bounce rate since customers will be less likely to get to your website and find that your services are not what they are looking for.

Link to relevant landing pages.

Links within clickable ads should direct customers to relevant pages for the ad, rather than a link to the homepage. When customers are led to irrelevant pages, they are less likely to make a purchase or sign up for an offer.

Effective search marketing is an ongoing process, which is why you might seek dedicated Search Advertising services to ensure that your advertising budget is well-spent. Want to learn more? Give Local Search Essentials a call today to discuss your needs in search engine advertising and keyword research.

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