Posts Tagged: Google

SEO-for-Video

Increase your SEO by optimizing video for search

Turns out, getting to page one on Google search is significantly easier with video than with a web page. Few people are optimizing or even using video for SEO, making competition lower, and reputedly 50 times easier to reach high rankings.

So, if you’re up for the challenge of creating some high-quality relevant videos, you’re SEO will love you for it. Here are some tips before getting started:

  1. Make sure you have a YouTube account that you can dedicate to your company videos. Doing it from your personal account might throw people off and it certainly won’t help your branding.
  2. Come up with high quality ideas. If your videos are sub-par and boring, Google will know. Somehow, they always know. Just like good content gets high ranking and traffic, good videos will come out on top.
  3. Know your audience. This one should be pretty obvious. Understand your audience so you know what tone to take with your videos. Should they be humorous? Educational? Rigid? Straight to the point? Knowing your audience will help you craft videos that are a perfect fit to help you climb the ranks.

Once you start creating videos and uploading them for the world to see, there are a few things you should be doing to help with the SEO.

  1. Post the video on different mediums. To increase the visibility, upload your video onto YouTube and embed it on your company website.
  2. Maximize your metadata. The description, tags, and video title will all play a role in the SEO of the video. Make sure to spend time filling out each of these categories, it will be worth the extra time.
  3. The first 48 hours will make or break you. It’s a known fact that new videos are more likely to climb the video rankings than older videos. So, in those first 48 hours, use all of your social media power to get as many views, comments, and likes as possible.

We hope these tips give you a good starting point for videos and video optimization. Videos are a less tapped-into resource for SEO and can be a huge source of success for businesses. While it’s a bit more time consuming, we’ve seen it work, so next time you’re looking for an exciting way to beef up your SEO strategy, don’t leave video out of the equation.

 

 


landing-page

Five Tips For Creating The Ultimate Landing Page

In most marketers minds, there’s no question that they can drive traffic to their websites. You can do this through many different online marketing tactics such as SEO, PPC, Social Media, Blogging, Etc. For many marketers, the problem lies in the fact that it’s often times difficult to convert that traffic into paying customers. In today’s post, I want to talk about five things you should start doing today, to improve your landing pages and convert more of your traffic into dollars.

Include All Critical Elements

When it comes to landing page creation and optimization, you have to include a few critical elements in order to effectively capture leads. Your landing pages should include the following components:

  • An attention grabbing headline
  • A brief, to the point description of the offer
  • At least one supporting image
  • A form to capture your visitors information

Kill The Main Navigation

Once a visitor reaches your landing page, it is important that you keep them there and not distract them with anything other than their offer at hand. If you display your site navigation or have any other internal links pointing to other pages on your site, you are increasing the chances that they will not complete the action you want them to. One of the simplest ways to increase the conversion of your landing pages is to kill the main navigation, so just pull it and watch your conversion rate increase.

Sell The Benefits

At the end of the day, customers don’t make decisions based on features or advantages, they make  decisions on the benefits they will receive. That is why it is critical to sell the benefits and value on your landing pages. For example, instead of saying “You need our SEO services because of X, Y, or Z” you should say something like, “Learn how our SEO services can help increase your revenue by X”. Can you see how they are different?

Ask Only For The Information You NEED

When building your landing pages, you might be tempted to ask for every bit of information you can get from your potential customers. This might include, name, email, phone, company name, etc, however, asking for too much information can kill your conversion rate.

Instead of asking for as much data as you can think of, you should be limiting it to the information you need to qualify your leads before you hand them over to the sales team or plug them into your marketing automation system. In many cases, this might be name, email, and job title. At the end of the day it’s going to differ by industry and you will need to make a business decision on what data you need. However, I must stress, don’t just make a decision and stick with it. You should always be testing!!

Provide Proofs

The last component you need to work into your landing pages are proofs. Proofs can be testimonials, case studies, customer logos, or any other “proof” that you are the real deal!

Proofs do two things, first, they reduce anxiety, second, they help sell your offering long before you go in for the close.

Well, those are, in my opinion, the five most crucial things you need to work into your landing pages. Do you have any other tips you might add? If so, please feel free to add them in the comments section below.

 About Greg

Greg Shuey is the VP of Client Services @ SEO.com a leading provider of SEO services. Greg runs the day to day operations of the client services team as well as oversees strategy and execution for all SEO.com clientele.


big-brands

Don’t Get Left Behind in Google’s Move Towards Big Brands

For the last 2 years, SEOs have been finding Google giving priority weight to brands, and edging out the little guys. In fact, at the BlueglassX conference going on this week, Greg Boser said, “Google’s organic search has become so localized that companies who don’t have brick & mortars struggle.”

About this time, internet marketers start to divide into two camps. Those who say:

1. Big brands are the ones who deserve to be on top! (These inevitably work for companies with an existing brand already built).

2. C’mon, give the little guy a chance! (SEOs representing smaller brands)

The dichotomy here is interesting, and it’s easy to put the conspiracy hat on and say that Google is giving preference to those who are more able to pay for their ads. Unfortunately, this isn’t a move that Google is going back on, so it’s time to learn how to build a brand.

Recently Wil Reynolds coined the term RCS (Real Company Stuff[edited for content]) when talking about how companies should attempt to brand themselves. Next time you catch yourself wondering what the next step is to move your SEO strategy forward, the answer should be, “Do real-company stuff!”

What Do Real Companies Do?

That’s a good question. Here are some overt things that big companies do, and you should start considering doing:

  • Press releases
  • Sponsorships
  • Ads
  • Social
  • Blog
  • Newsletter
  • Get relationship links

Press Releases

Real companies have milestones, celebrations, and relationships with the media. Press releases are your best way to start that process. For your first few, it may feel like you’re shouting into a dark room, and they cost money. Don’t give up – this should be one of the staples to your media strategy.

Sponsorships

Real companies sponsor or co-sponsor events and teams. They have relationships with, and get mentioned by other brands. If you don’t have this, put some budget aside for it. Make sure that the sponsorship will be recorded online because it’s not going to pay dividends in online presence unless Google can find it.

Ads

Google has sworn for years that their paid results don’t influence their placements for search results, but now that’s seriously in question. Real companies engage in display advertising on various networks. Remember, if you put all your spend on AdWords, they know exactly how big you are.

Social

Real companies have real fans and real engagement. Those fans tend to interact with the brand on Facebook & Twitter, and a bit on Google+. You’ll never convince Google you’re a brand with no social interaction.

Blog

Real companies have something to say. They employ subject matter experts, thought leaders, and they write interesting things that get mentioned, cited, and quoted. Content marketing isn’t only the new buzzword; it also works. Your blog is the center of that strategy, so assign posts or write them yourself – either way, you need blog content.

Newsletter

Surprise! Real companies have people who are interested in what they have to say. Start a newsletter and encourage people to sign up to receive it. Abide by the regulations in the Canned Spam Act and make it really easy to unsubscribe. These things protect your brand, so they’re what real brands do.

Relationship Links

Real brands have real relationships with other companies both off and online. Those relationships manifest themselves in social chatter, links, and many other ways. Start making connections as your brand at networking functions instead of yourself. Manifest those relationships online.

Fake It ‘Till You Make It

And of course, while all this RCS benefits you on Google, remember that each carries its own benefit. When you act like a real company, doing real company stuff, it’s amazing how fast you’ll become a real company. Don’t shoot these tactics down because the ROI isn’t as high as other channels – becoming a real company isn’t an option anymore.

About AJ

AJ Wilcox is the online marketing manager for Domo, a business intelligence software as a service company. He’s an avid runner and automotive fanatic. When he’s not reading about SEO, he’s probably hanging with his 2 kids, or working on his go-kart. He currently resides in Utah, and dreams of one day competing in a destruction derby.


adwords-logo

Google REALLY Wants You To Try AdWords

Back in October Google stock plummeted 9% when earnings estimates failed to meet Wall Street expectations. Google has made a habit of exceeding earnings expectations, so this failure was a big wake-up call. So what does this mean for you as an advertiser?

Now Is The Time To Try AdWords

Let me explain the history of AdWords coupons:

  • $100 of free clicks for new advertisers – These coupons were as ubiquitous as AOL CDs. However, not everything lasts forever.
  • $100 of free clicks AFTER spending $25 as a new advertiser – This change happened in September and is a great way for Google to squeeze an additional $25 out of anyone looking to get their free $100 of clicks.
  • Double matching on first $125 in AdWords Express – I did a write-up on PPC.org for this change, but this is an attempt to get new users into the dumbed down AdWords Express product.
  • $400 refund if you’re not happy – This is the newest approach which I’ll discuss fully below.

$400 Refund on AdWords

Background: I received this offer via a direct mail offer sent to my home address. The letter accompanying the offer indicates that it was sent to AdSense publishers who hadn’t tried AdWords yet. Below is the offer card:

Google AdWords Refund $400

Of course there is all the small print like “enter the code above in the billing tab of your account within 14 days. If you’re not satisfied, close your account within 60 days and you’ll get your money back.” That’s just the details, but I see a larger trend here.

Google REALLY, REALLY Needs New Advertisers

My reasoning is two-fold. First, the lower than expected Q3 revenues shows that Google isn’t growing as fast as they want to be, and more importantly, not as fast as Wall Street has grown to expect. For a publicly traded stock this is a very big deal. Second, the frequency and variety of offers I’ve received demonstrates that Google is putting serious effort into new advertiser acquisition. Some offers are co-marketing efforts with hosting companies. Some offers are going to AdSense customers with not AdWords account (ie this new one). They ran a holiday promotion through Google Engage (their agency-focused department) offering prizes to agencies that could sign up new customers and reach certain spend levels before the beginning of the year.

So, if you’ve been considering AdWords, now is a great time to start because Google is dangling lots of carrots. Oh, and if you need one of those vouchers (and some help using it wisely), give Trafficado a shout through the contact form. We can probably find one laying around.


Dr_Evil-google

Is Google getting greedier?

Over the past few months I’ve noticed Google becoming more and more greedy with data. A few examples:

  • October 18, 2011: (not provided) – Google announces that users logged in to their Google account will be defaulted to the SSL version. This was done for the sake of “user privacy” and Google said it would affect While this initially affected less than 10% of searches, it has been escalating. Recently Mike Blumenthal reported that 60% of his keywords are now not provided.
  • SERPs with only 7 organic results – This week I read posts from Larry Kim of Wordstream and Dr. Pete of SEOmoz about the increasing number of SERPs that only display 7 organic results on the first page. While most users may never notice, there are 3 sites that can’t be happy about getting knocked to page 2. But Google is happy because that’s 3 less chances of a click not generating revenue.
  • September 5, 2012: DoubleClick Ad Planner loses data – Per the email Google sent me, this is what the change means for me “You can no longer research domains or ad placements that are not part of the Google Display Network and some demographic data will not be available including Keywords Searched For, Videos Also Watched, HouseHold Income and Education.” Of course that information wasn’t helpful Google. Argh.

 

Why This Bothers Me

Google is famous for the motto “Do No Evil”.
Avarice (greed) is one of the 7 deadly sins.
In my mind sin involves a certain level of evil, therefore Google getting greedy represents a breach of their company motto.

Would Google Violate Their Motto?

Usually I would have said no, but the reasons are just too simple here to ignore. You just have to follow the money:

  • Obfuscating search query data through (not provided) means that site owners can no longer leverage their analytics for keyword data. How CAN they get keyword data? AdWords.
  • Reducing the organic listings on page 1 of the SERPs means 3 less opportunities for a click to leave the page without Google making money on it.
  • Taking information out of the DoubleClick Ad Planner is the same idea as (not provided). Instead of giving the data away for free, you tuck it away and provide it, through advertising reps, to paying AdWords customers.

There. I said it. Google is being greedy and evil. What do you think?


JesseWillms-Google-PPC-Success-post341

Google Fails Its Own PPC

While doing a little competitive research this morning we here at Trafficado ran a Google search for “SEO” to see who was ranking and who was advertising. Pretty standard protocol. However, the PPC ad from AdWords caught our eye (ever since the whole [not provided] fiasco broke out). Here is what we saw:

Google SEO SERP

Our curiosity got the better of us and we clicked the ad to see what Google had for us. Behold the most EPIC PPC FAIL:

Google 404