SEO, what it is and why it must be done well.
SEO, simply put, is how Google measures the quality of content on your website.
Are you providing quality SEO information that potential customers can use when they come to your site to learn more about your product or service? Or are you just stuffing keywords with little usable info in an attempt to fool Google into giving your site a higher ranking for organic search? Google knows!
Over time, Google has created complex algorithms to discern how well a page on your site delivers on its job of giving the user what they came there looking for. Therefore, the best course of action when designing an effective SEO strategy is to work towards creating high-quality content.
Before we discuss how Turnpoint Media creates winning SEO strategies for our clients, let’s go over a few terms so we can better understand the working parts of Search Engine Optimization:
Basic SEO Terms:
Keywords– These are words that are appropriate in describing your product or service. If you are a dentist, for example, keywords would include: dentist (obviously), teeth, teeth cleaning (yes, keywords can include more than one word), tooth, cavities, etc. Finding the best set of keywords to work from is the first step to creating top-notch SEO for your site.
Long Tail Keywords are three or four-word phrases that are very specific in describing what your business is offering. Long tail keywords have an advantage (over just keywords) in that whenever a customer uses a highly specific search phrase, they tend to be looking exactly for what you are selling. Using effective long tail keyword phrases is critical to great SEO.
Note: Keywords and keyword phrases (long tail keywords) are also an integral part of creating effective Google AdWords campaigns.
Organic Search– Basically, organic here refers to search results that are not paid for. If a user searches for a product or service and your site appears on the first page of non-paid results, then you’re SEO has done its job well. Congratulations!
PageRank– Google uses this algorithm to assess the importance of a website and assigns it a ranking on the Google search engine (FYI- PageRank is actually named after Google founder Larry Page). Naturally, the quality of your SEO plays the major role in how your website is ranked.
Note: Keep in mind that your competition is also using SEO to improve their ranking for organic search results as well. So you must always be working towards improving your content. It’s an internet jungle out there!
Meta Tags are snippets of text that describe a page’s content. Meta tags do not appear on the page itself, but only in the page’s code. They are an integral part of implementing good SEO.
Now, on to Search Engine Optimization strategies for your website.
Google loves it when you add content and looks kindly on sites that do so often.
Think of your website like you do your home. Just as making improvements to your home raises its value, your website increases in value (in the eyes of search engines like Google) when you continue to add quality content. Google also notices when a site has been dormant for awhile, creating no new content. Google will tend to give a higher ranking to sites that are continuously keeping active by creating new content. They assume an active site will always be more pertinent to those users who are searching for that content, goods, services, etc.
Turnpoint Media uses 3 basic strategies to improve SEO on websites
Blogging– adding a blog might not be an effective SEO solution for every business, but it is a really good idea for most. Blogs allow businesses to talk about industry developments their customers may find valuable (or entertaining- even better), give reviews on new products, show best practices for using products or services you sell and a lot more. Basically, blogs are a great way to show customers and potential customers that the company is a thought leader in their industry.
Note: Blogs are all about giving away something for nothing (like knowledge) in return for long-term gains of brand trust and loyalty.
Expanding or improving on previous content– Content is King they say in marketing world. But it’s also Queen. Unfortunately, when done badly it’s the court jester as well. You need to create a high-quality set of keywords that will be indexed by the search engines, but you need to use these keywords in a context that comes across as valuable information. Just throwing a set of words up there isn’t going to cut it. Valuable content is paramount. Turnpoint Media knows that if users are coming to your site to get valuable info about what you do or sell, search engines are going to know it too and reward you for it in higher rankings. So well-crafted content is what we create.
Try to skimp on content when employing your SEO strategy and you’ll likely pay the price in a lower ranking. If not now, then probably later on since algorithms are always being updated. Even with great content, be prepared to change that content over time. In the SEO game, change happens often and you need to be prepared to change with it.
Employing an SEO tool– SEO tools like SEOPresser or Yoast give each page of your site a ranking based on chosen keyword. They provide content creators a continuous roadmap that help keep SEO on target and of high-quality, although you still have to know how to create good and proper SEO. In other words, while you still need to know how to make improvements to your house, it gives you an excellent set of tools. FuzzboxDM is familiar with a number of excellent SEO tools to help ensure great content gets recognized by the search engines.
Google AdWords Campaign Management
AdWords done right is a powerful way to get more business.
Google’s search-based advertising service was created for businesses wanting to display ads on Google and its advertising network. Done well, it has the potential to substantially increase your leads, sales and customers.
What AdWords is all about
Simply, the AdWords program allows businesses to set a budget for their advertising and only pay when people click the ads. The ad service is largely focused on using keywords to decide which ads will be most useful to users when delivering their search query results on the Google search engine.
Your website’s SEO also plays an important part in how AdWords chooses which ads to show (yours or your competitor’s) and where to place them (on what page and where on the page). We’ll discuss this more in depth so you can decide if AdWords is right for you and why FuzzboxDM might be the right choice for managing your Adwords campaigns.
How it works
Ads are created by focusing on appropriate keywords pertinent to your business, industry, product or service being offered. AdWords users then auto-bid on these keywords. Budget, keyword cost, ad relevance, landing page relevance (where the ad takes you after clicking on it) all play a role in deciding which ads get served to users in response to their search queries.
Sounds complicated? It can be. That’s why having a well-researched and planned strategy when approaching AdWords is paramount to achieving success.
Fuzzbox Digital Marketing & Design is Google-certified in digital marketing and knows how to get Google AdWords to work for you!
Basic Terms to help Understand Adwords
SEM– stands for search engine marketing, which is what AdWords is. SEO can also be included in SEM.
Keywords– These are words that are appropriate in describing your product or service. If you are a dentist, for example, keywords would include: dentist (obviously), teeth, teeth cleaning (yes, keywords can include more than one word), tooth, cavities, etc. Finding the best set of keywords to work from is the first step to creating an effective Adwords campaign.
Long Tail Keywords are three or four-word phrases that are very specific in describing what your business is offering. Long tail keywords have an advantage (over just keywords) in that whenever a customer uses a highly specific search phrase, they tend to be looking exactly for what you are selling.
If you can create ads that include effective long tail keyword phrases, it will dramatically increase the reach of your Adwords campaign.
Organic Search– Basically, organic here refers to search results that are not paid for. If a user searches for a product or service and your site appears on the first page of non-paid results, then you’re SEO has done its job well. Though not directly related to AdWords, a good campaign can help organic search as well.
Paid Search– The opposite of organic search and the basis of Adwords campaigns.
CTR– short for Click-through rate. CTR is the ratio of users who clicked on an ad to the number of total users who viewed the ad. A successful CTR for Google AdWords is around 2%.
Why choose Turnpoint Media to manage your Google Adwords campaigns.
Turnpoint Media is Google-certified in the art and science of digital marketing. We make it our business to learn about your business so we can procure a set of keywords and create ads that will get you results. We not only study your business– but your competitors as well, to ensure your daily budget is providing you with the best ROI possible. Turnpoint Media employs best practices when implementing Adwords campaigns.
Every month, our clients receive a thorough and easy to understand report of how their Adwords campaigns performed that month, what has worked and what needs improvement. Plus, we include strategies and next steps to be implemented for the following month. Your company’s growth is our success!