By: Albert Williams
The ability for users to find your brand online is important, especially when trying to gain traffic through search optimization. Websites that have low Google rankings often get buried underneath hundreds of search pages, making it nearly impossible to engage with users. Understanding common missteps will help your business improve its standing and help your site surge to the top of Google search results.
Updating content and relevant publishing
Writing quality content for your website is crucial in improving Google rankings. Users, as well as Google, can tell when content has not been updated or is not relevant to your brand. Keeping up with trends in the industry and on social media is a great starting point to writing content. Quality is always going to trump quantity, so do not sacrifice writing for search results.
Relevant content means finding additional information the user may not have known they needed. Contributing to the conversation not only engages users, but it helps improve the quality of your website on Google search. A good idea is to attach blogs and newsletters that match your brand to your website that cover your specific industry. Blogs are a great way to offer users new fresh ideas and shows that you are knowledgeable and add value to your industry.
Have you ever tried to follow a link and got the angry little box on Google saying the site cannot be found? Broken links aren’t just annoying, they are a fast way to lose credibility on Google. The challenge of digital marketing lies in the ability to put accurate hyperlinks that stay on brand while incorporating them into your copy. Adding links offers users a chance to explore more information that pertains to your brand, something that traditional marketing cannot accomplish. This difference is what separates digital and traditional marketing, and why marketers should choose links that enhance the user’s experience.
How to build a campaign on Google
Organizing and building out a campaign for your brand on Google can be challenging. To start, find out a specific part of your brand that you’d like to highlight. Next, separate different products or services by creating ad groups. The easiest way to develop ad groups is to use your company’s website as a guide. Well organized websites will have clear sections that will help map out your campaign on Google.
After generating your ad groups, begin writing the ads for each group. When writing ads, make sure they always connect back to the theme of your ad groups. Also, be creative! Google awards ads that break the mold of normality a higher rank in search. From personal experience, many marketers follow the same format as their competitors, making their ads on Google get lost in the shuffle, or not show up at all. Use competitor ads as examples, but do not copy them word for word.
Linking the right keywords and phrases to your brand is critical in Google ranking. Identify your services and use synonyms that are related to your brand. Google is great at offering suggestions that can help grow your keyword list. Evaluate the effectiveness of keywords and phrases by using Google Ad analytics. Cost-per-click, quality score and knowing your daily budget are factors to investigate when determining what keywords work best. It can be a bit overwhelming going through all the data, so if you are not confident in your data analytics skills, a professional marketing service could be the answer.
A great tip to finding relevant keywords is to use the Keyword Planner in Google Ads. This tool lists popular keywords based on your industry and can also pull ideas from your website. Also, looking at competitor’s websites can give you an idea of how you can structure keywords to match your brand. Keywords are what users search for when looking for products and services online. Making sure keywords link to ads and ad groups is important because Google analyzes keywords next to ads. If certain keywords don’t match with the ad or the brand, a lower score will bury your ad further when users are looking for your business online.
Lastly, scheduling and budgeting your ads accordingly will help more users see your brand online. Understand when your users are online and set up bids that reflect those peak times when users are searching for your products and services. Scheduling and budgeting for ads is a balancing act that takes time, effort and testing. Paying more for less exposure doesn’t do your brand any good. The goal for budgeting and scheduling should be to spend as less money as possible while gaining maximum exposure on Google search for your ads.
Need a starting point?
You should never go cheap on online marketing. If you are still stumped on improving your rank on Google, Raze Media is here to help. We not only offer solutions to optimizing search engine marketing, we also specialize in email marketing, web design, mobile marketing and digital brand analysis. Contact us today!