All posts by WEB ROI

Pay Per Click Advertising – All you Need to Know

For many business owners and professionals, some marketing tactics are more accessible than others. One area of online marketing that can be very confusing is pay per clickWhat exactly is it? A common myth is that it is a type of online marketing ad, usually Google search ad, however this is not entirely true. Pay per click is simply a model of online marketing where advertisers pay only when consumers click on their ad (i.e. you are paying for the action – in this case, a click). This is comparable to an impression based model where you pay based on how many times your ad was displayed. In this case you’re paying for visibility rather than per action. Pay per click ads are therefore ads that use the pay per click model – you only pay when the ad is clicked. 

Types of Pay Per Click Ads 

Now that we know what pay per click ads are, let’s talk about the different types of pay per click ads. Most of the online advertising platforms available today offer pay per click models of advertising on their platform however, the most common or well know type is the paid search ad.  Others include Facebook ads, Instagram ads, Google display ads, and Google ads remarketing. What’s the difference between these anyway? 

Paid Search vs. Organic Search: What’s the Difference? 

Firstly, let’s talk about the difference between paid search and organic search results. 

Quite simply, when your business pops up on a Google search ‘organically’ this is because your content is relevant to your customer’s query. While Google is smart and can often spot relevant local businesses that haven’t put in the extra SEO work, this organic placement is often enhanced by the strategic use of SEO techniques including relevant keywords and phrases. No direct financial contribution is utilized in showing up in organic search results (in other words, you can’t pay Google to show up organically). 

On the other hand, paid search is just that: paid. This is when a business puts some money behind an ad (by bidding on relevant search terms) to improve the search ranking of the business, placing it at the top of the most relevant customer queries in the search engine, usually above organic search results. It’s a great way to ensure that your services are front and center to relevant customers. It also helps to know that you only pay when a customer shows interest by clicking on your ad. 

The Breakdown: Types of Paid Ads 

Now, let’s dive into what you came here for:  an explanation of all the different types of paid ads that can use the pay per click model. 

Google Search Ads 

These pay-per-click ads (PPC) are designed to appear at the top and sometimes the bottom of search engine results pages like Google. When creating these ads, certain keywords are selected that, when typed into the Google search bar, will trigger the ad to be placed for relevant search queries. These ads are marked with the word “Ad” to indicate to the consumer that the content is paid. Because they use a pay per click model, advertisers only pay when someone clickon a search ad. 

Google Display Ads 

Google display ads are image based ads that are shown across millions of websites and mobile applications. They are typically a visual representation of the product or service that is being advertised in an effort to reel in potential leads. The image will usually contain some text and a call to action.  

These ads allow your business to target specific types of people you believe will be interested in your business with appealing ad formats including static images and GIFsThe targeting options available will help ensure you reach the right audience at the right time. 

Google Ads Remarketing 

Ever left a website only to begin seeing ads for that same website on another site? Possibly even the same product you were looking at? This is called remarketing. 

Remarketing ads are designed to bring back previous site visitors who did not complete a desired action on your website by reminding them why they visited in the first place. This type of advertisement when properly executed works very well in comparison to other ads since the customer has typically already progressed along the ‘buyer’s journey.’ 

Facebook & Instagram Ads 

When it comes to social media ads, Facebook reigns supreme. This is because Facebook, having acquired Instagram, is a one-stop shop for many marketers wanting to gain business exposure on social media platforms. 

These ads blend into a user’s feed or timeline, allowing advertisements to receive greater attention. These ads include both visuals and text to convey the ad’s key messages with a call to action (CTA) telling users what to expect when the ad is clicked on. Some CTAs available are Learn MoreSign UpDownload etc. One additional advantage of Facebook ads is that iaddition to showing up in several different places on Facebook (newsfeed, stories, in video, marketplace etc.) they can also show up on Instagram! 

Instagram ads are similar to Facebook ads, using visuals and text in a user’s feed and stories to convey a message. Unlike Facebook ads however, Instagram ads will only show up on Instagram. 

With both Facebook and Instagram, you have the ability to target very specific characteristics of your ideal customer. Demographics are generally used as the target criteria including gender, age, and interests, this allows for interesting targeting. An example of characteristics that we target when building a campaign for a landscape company are: relationship status, job title, interests such as home improvement, DIY in the home, where they shop etc. 

Effortless Pay Per Click Ads 

With the variety of paid ads available, you are sure to find one that meets your business goalsContact us to get started with your paid advertising campaign today!

How to Capitalize On The Rise in Featured Snippets and Voice Search

Voice Search Software

The online world continues to evolve to make the user experience increasingly easy and intuitive, leading to the increased use of voice search and consistent sophistication of the software. With that in mind, how can a business owner or marketer make the most of this technology? Enter: featured snippets and voice search.  

What are Featured Snippets & Voice Search? 

“Hey Google, where can I buy a sofa under $700 in Toronto?” 

“Hey Google, who offers 24/7 emergency HVAC service in Toronto?” 

With the rise of the use of digital assistants in the home and the use of talk-to-text on all our devices, has come a new evolution of a recently added form of marketing: featured snippets. 

Featured Snippet ExampleWhile featured snippets play a role in traditional keyword searches typed into Google, voice search has influenced this search engine feature to become a multimedia marketing tool for more devices. 

Featured snippets are easy-to-read pieces of content that answer direct questions that are posed in the search bar. These are especially powerful because they are perceived as authoritative to the search user and therefore instill trust with the content publisher. 

How Has Voice Search Increased Featured Snippets? 

According to Backlinko, the rise of voice search has actually led to a decrease in the number of organic clicks, by up to 37%; with featured snippets no click is required as you get your answer in the search results. With this information, it’s clear to see that voice search is a powerful marketing opportunity and cause for a renewed focus on appearing at the top of Google searches as a featured snippet; after all, the featured snippet is typically what is read back to you by a device or digital assistant. 

Lady using voice search on phone

Optimizing Featured Snippets for Voice Search 

Now that we know how powerful featured snippets can be for voice search, let’s dive into how to make the most of this online marketing tactic. 

The first and most important thing to understand about voice search is that it tends to value content that reads as a natural sentence. With this in mind, create and optimize all your online content using long-tail, natural-sounding keyword lists. This means that, for example, rather than using “best bookstore Milton,” you should employ a longer keyword phrase such as “best bookstores in the Milton area.” Not only does this appeal to Google and increase your chances of securing more frequent featured snippets, but its increased comprehension gives your readers a more natural reading experience. 

When crafting your long-tail keyword list, consider the following words and sentiments, which are most popular in featured snippets:

  •  How 
  •  How to 
  •  Best 
  • Does 
  • To 
  • Much 
  • What 
  • Where 
  • Is 

Many users have taught themselves to omit these words from their searches, but with the sophistication of Google these days, especially with voice search, these terms will actually help you optimize for featured snippets and enhance your ability to be featured on Google voice search. 

One final tip: Use your new, optimized keyword list to create meta descriptions for your content to maximize your chances of getting featured snippets and appearing on voice searches. 

Make the Most of Digital Advertising 

Optimizing content will not only help you rank on Google searches – but it will also help you achieve the coveted top positionWhen you have a featured snippet it is actually considered position zero, which is on top of position #1! Contact us to learn how we can help you optimize your content to achieve better organic results.

Sources:

https://moz.com/blog/voice-search-influence-featured-snippets 

https://www.searchenginewatch.com/2017/09/04/how-to-optimize-featured-snippets-for-voice-search/

Don’t Waste Time Attracting The Wrong People: The Importance of a Target Buyer Persona

Market segmentation concept

There are many terms within marketing and communications that symbolize best practices. However, these terms can seem daunting and very technical, especially for business owners that wear many hats in their business. 

Target Buyer Personas Explained 

The purpose of a target buyer persona is to create clarity for your business, product, and marketing campaigns so that you can operate with your ideal customer always in mind.   

A target buyer persona is a representation of your ideal customer which highlights the key behaviours, needs, and concerns of your customers as a single individual. By consolidating these top-level characteristics of your ideal customer, you can more easily tailor content and your products to those who are most likely to purchase. 

Benefits of Developing a Target Buyer Persona   

Taking just a little bit of time to develop a target buyer persona can have lasting benefits that pay dividends for the amount of time you spend initially developing one. A marketing campaign that is driven by a target buyer persona is always the most effective way to advertise your business. To be more specific, the benefits that your business will experience as a result of marketing to a target buyer persona include: 

  • Easily and continuously create targeted marketing campaigns 
  • Get to know where your customers spend time to better access them with your messaging 
  • Cater your content to those individuals that want to hear your message the most 
  • Higher quality leads and less time spent qualifying leads that aren’t interested 
  • Better product development, both in the efficiency and quality of your end product 

  Now that you know why you should create a target buyer persona, let’s dive into developing your target buyer persona.  

Target Buyer Persona

Creating a Target Buyer Persona  

It may sound overwhelming, but developing a buyer persona can be both interesting and straightforward. 

The first step? Research. Buyer persona research is key to developing your own buyer persona. Some methods of researching your target buyers include the following: 

  • Interview your customer, even if informally. If this option is not available to you, ask your most customer-facing representatives to provide insights based on their interactions with customers. 
  • Go even deeper with your sales team. Ask questions regarding the types of sales cycles that work for your team and the ideal customers, as well as what generalizations your team can make about the different types of customers you serve best and most. 
  • Create surveys and forms using your website, sales funnel, and social media to answer your most pressing questions. 

Once you’ve done your research (we recommend creating a document with all your findings), it’s time to develop your target buyer persona. Here are some areas of your customers’ habits and needs that you can start with before tailoring to your business: 

  • Background: Career path, job, education level, marital status 
  • Demographicsage, socioeconomic status, location 
  • Identifiers: shopping behaviourscommunication preferences 

Now that you know your target buyer persona, create goals, a sales system, and a marketing campaign that is catered to your newly developed target buyer persona. 

Got Questions?   

A target buyer persona will help your company stay on track and get the right leads for your company. For more information about target personas and how to create one contact WEB ROI

Google Local Services Ads: What Are They and How Can They Help Your Local Business?

Online Advertising concept

What are Google Local Services Ads? How can they benefit your business? This exciting way of advertising offers a wide variety of benefits, but unfortunately, many businesses don’t know about it or don’t know how to take advantage of it. 

Here’s what you need to know about Google Local Services Ads before you get excited and dive right into this effective advertising method. 

Google Local Services Ads & Your Business 

Many businesses operate within their local area simply due to the type of service offered, such as HVAC, landscaping, home renovations and so many more. With the rise in consumer desire to support even more local businesses rather than large corporations, highlighting your services as a local option is a very effective way to get your business in front of the best customer base. 

Google Local Services Ads highlight your business at the very top of a relevant Google search (yes, above the paid search ads!), showcasing a short headline, your review rating, a Google Guaranteed badge, and your business contact information. This is a great strategy for businesses such as plumbers, locksmiths, electricians, and HVAC contractors. At the moment, these are the only businesses that are eligible to run Local Services Ads in Canada. 

Google does a lot of work for a business that participates in Google Local Services Ads by ensuring that they only pay for leads that they receive – in Canada, a lead is always a phone call to your business. Participants are also able to contest leads that they deem as invalid. 

Business Benefits with Google Local Services Ads 

Using Google Local Services Ads offer a host of benefits for your business, including added exposure to your ideal customers and increased local trust. More specifically, Google Local Services Ads offer the following benefits: 

  • Top ad position on relevant Google searches. 
  • Detailed business profile that showcases your best description and contact information. 
  • Increase your exposure to potential customers who are searching for services that are the same or similar to what you provide. These customers are already looking for your services and are very likely to book. 
  • Simple, easy to use software tools to help with creating your Google Local Services Ads and a customized business profile. 
  • Pay only for the leads you receive. With Google Local Services Ads, you pay only for leads related to your business and the services you offer. Plus, you will only receive inquiries from customers who have specifically selected your profile among their local choices. 
  • Build trust with your customers as a result of the Google Guarantee badge that comes with using Google Local Services Ads. 

Building trust concept

The Google Guarantee 

The Google Guarantee offers legitimacy to your advertising endeavours as a business, but it goes beyond that. If you’re Google Guaranteed, there is a good chance that you will be listed as a local provider on the Google Assistant, which is an added level of exposure that you don’t need to pay for. To get the Google Guaranteed badge however, the business owner and all field workers will need to complete background checks with a Local Services partner firm. The forms are lengthy but well worth it when the phones begin to ring! 

Got Questions? Ready to Jump In? 

Getting your business recognized with Local Services Ads can help you target specific people and their needs. Want to learn more about Google Local Services Ad and how they can help you? Contact a member of our team at info@webroi.ca to get started! 

Virtual MozCon 2020: What You Need to Know

SEO Efforts

Over the last year, we have seen many different developments in technology that will impact your business SEO efforts. With the addition of COVID-19, search trends have also had an impact on business operations.  

This year we had the pleasure of sending our SEO specialist Charlie Ford to MozCon, a Search Engine Optimization conference. This blog outlines 4 major sessions from MozCon and how they will influence the way you conduct business in 2020.

The State of SEO in 2020

The conference kicked off on Tuesday with Sarah Bird of Moz delivering her “state of the industry” address. As you could imagine, there was a lot of discussion on COVID-19 and how it has changed everyone’s lives and work situations. According to Sarah, thesare the five hot SEO topics for 2020. 

Advancement of Artificial Intelligence 

According to Google, the BERT update has been the “biggest leap forward in 5 years” for artificial intelligence. The BERT update is an advanced language understanding that helps Google better understand and generate more accurate resultsThe update improves language understanding, particularly for conversational/natural language search queries. For example, the intent of a search query could change dramatically by using “for” or “to”.  The BERT update allows Google to understand the context and generate better results 

The BERT update impacts 1 in 10 searches. When someone is searching for your business or service and using conversational language, they will now be more likely to find you. This is especially important when a product or service has several different meanings.  

What Are Your Entities 

The question to ask this year is what are your entities?  

An entity is a thing or concepts that are singular, unique, well-defined, and distinguishable, but how does that relate to businesses? When your business has an entity; a unique, well defined, and distinguishable thing (i.e. service or product), you can be easily classified by Google. By using this entity across your website, Google can easily understand what you offer, and your business will appear in search queries. Take the time to develop your entity and keep it consistent across your website and other online presences.  

Search Engine Results Pages (SERPs) 

SERPs have significantly changed over the past year. Previously, when a user would perform a search query, 1-2 ads and 10 organic links would appear. Now a search query includes rich snippets, Google My Business (GMB), carousels, image search, and map listings. SERPs are becoming more comprehensive and intuitive which allows users to find what they need with little to no effort. Ensure that your business is positioned to show up on several result types.

For more information watch our video where our CEO Jason interviews our SEO Specialist Charlie on SERP’s and what it means for your business in 2020.

Localization of Search 

Due to COVID-19, the concept of localization of search is becoming more important. Where a searcher is located (i.e. Toronto, Guelph, Windsor, etc.) is a primary ranking factor in determining results. This speaks to the importance of having a GMB listing, where you explicitly state your address and service areas, if applicable.  With the rise of localization of search, there are more opportunities to rank. 

New Google Search Experiences 

2020 is a year of advancement with new search experiences like Google Discover and Visual Search. Google Discover is a new way to present content to users. Instead of a user searching for content, Google will automatically curate content that they believe the user will be interested in. This curated content is usually based on newly published content and evolves with a user’s interest. It is important to note however that content cannot be specifically created for Google Discover. 

Visual Search is continuously improving, and its usage is expanding on various platforms. The rise of visual search technology is changing the search marketing landscape. It is now easier than ever to snap a picture and find the exact product you are looking for or, something similar to it. It is therefore important to understand how you can use this technology to your advantage. 

For more information watch our video where our CEO Jason interviews our SEO Specialist Charlie on these 5 hot topics for SEO and what it means for your business in 2020.

SEO Report

How to Promote Your Content  

The next session was about promoting your content by Brian Dean from Backlinko. Nowadays, it is tough to drive traffic to your content regardless of its quality. Therefore, it is important to develop strategies that will promote your content. There are about 70 million blogs posted per month on WordPress and 94% of these blog post gets zero links. So, how do you get eyeballs on your content, and how do you get people to share or link to it?  

The use of content promotion levels the playing field for smaller outlets to compete with big companies that put out tons of content.The idea is great content promotion trumps great content. When it comes to promoting content, most people are promoting their content in the same way which causes burnout. The most popular form of content promotion is through email outreach, but a study shows that only 8.5% of emails get a response. Sharing on social media is a great strategy but you must do more promotion to get the most reach. 

Promotional Strategies  

When coming up with promotional strategies for your content consider using the following:  

  • Create Content for Industry Professionals: People from your industry will be more likely to share  
  • Create Native Content: Social media algorithms want native content, not just a link with a blog title. Pull interesting information from your content and include it in the original post.  
  • Click to Tweet: Use “click to tweet” sites and apps rather than asking people to tweet your content 
  • Utilize Newsletters: Newsletters do not have to be fancy, fewer images is actually better.  

Google My Business 

Another insight to consider is the importance of Google My Business. This session was by Joy Hawkins from Sterling Sky. As stated, the rise of search localization and the change in SERPs has given rise to the importance of having an up to date Google My Business page. SERPs now provide results from a variety of different mediums, one of them being GMB.  

With the changes in SERPs and search localizations, it is imperative to focus on the difference between implicit and explicit queries. An implicit search query is “plumber” with the location “near me” being implied, an explicit search query is “plumber in Brampton”.  Although at first, it seems like a similar search with the same intent, the results will differ. For both queries, local listings will appear with the map pack.  

The difference lies in the type of organic results that show up, for the implicit query the results are not localized (i.e. not only from Brampton). Implicit queries will typically show local results from a larger area or a nearby large metropolitan area. An example when searching for “lawyer” in Aurora, ON, you will often see local results for lawyers in Toronto.  

Implicit queries convert at a higher rate than explicit queries; 12% vs. 10.5%.  If you’re a marketer, it’s important to track both explicit and implicit queries and keywords.This can be done with keyword tracking programs like SEMrush and with other data sources like Google Search Console. By tracking queries and keywords, you will be better equipped to create and promote content that will appear for the correct people.  

If you want to learn more watch our video here. Our CEO Jason Gervais interviews our SEO Specialist on the importance of Google My Business and how it relates to your organic/free Search Engine Rankings.

Keyword Research

Moving Targets: Keywords in Crisis

The last session was by Pete Myers from Moz, and he spoke about the use of keywords in a crisis (i.e. COVID-19). Over the last 3 months, due to COVID-19, there has been a huge fluctuation in SERP volatility. The keywords that you target on your website are not always the ones that generate the most traffic. An example that was provided was Baby Yoda and the Mandalorian. Baby Yoda unexpectedly became wildly popular and the Star Wars/Mandalorian marketing folks had to react and adjust to this in order to capitalize. 

The big question for 2020 is, how can SEO specialists anticipate this kind of thing and use up and coming trends to generate trafficleads, and sales? 

Using Google Trends, you can see that there has been a recent increase in “how to cut hair”, brought on by COVID-19. There is not much you can do with this term itself from a commercial standpoint, but if you look in the breakout topics section of Trends, you’ll see that it aligns with an increase in searches for “hair clippers”This is a prime example of how an increase in a simple informational search can lead to an increase in searches for an actionable and commercial search term 

When creating content, conduct research on websites like Boing Boingexplodingtopics.com, and Pinterest Trends. These websites are great for finding and coming up with topics and trends for future content creation.   

For more information on keywords in crisis and how this can influence your business in 2020, watch our video here.

These are the 4 major insights from MozCon this year. These trends and insights will change the way we view and interact with search engines in 2020 and beyond. For more information or how we can help your business SEO effortscontact us today.  

The Importance of an SSL Certificate

SSL Certificate concept

For businesses in any industry, the company website is a lifeline for prospective customers and clients to find you, get to know more about you, and possibly buy your products and services. And in the modern digital world, safety and security are at the forefront of most people’s minds, especially when it comes to giving sensitive personal information online. 

There are many different ways to keep a website secure, one of which is an SSL certificate. 

What is an SSL Certificate? 

SSL stands for “secure sockets layer” and it is a method of encryption that ensures data going from a user’s computer to a website remains secure. The goal is to make the data unreadable to anyone trying to steal information or any third parties in general. It’s not uncommon for hackers and identity thieves to try and get personal information, but an SSL certificate can help keep it secure. Security is the primary reason that SSL certificates are important and should be used by every website. SSL certificates are required for an eCommerce website for security purposesbut it’s not the only benefit of an SSL certificate.   

How SSL Can Help with SEO 

SSL is also beneficial for your Search Engine Optimization (SEO), which should be great news for any business owner. SSL is part of Google’s search ranking algorithm, so it makes sense that websites with an SSL certificate will have better results when it comes to SEO. Google prefers websites with SSL’s, so sites with SSL certificates will rank better. For example, if two websites have similar content but one is encrypted with SSL and one isn’t, the encrypted site will get an SEO boost.  

SSL certificate concept

Improving Ecommerce Conversions 

If you have an eCommerce store, savvy web visitors will be able to tell that you have an SSL certificate and it will help build trust, showing you care about your visitor’s information. When shoppers know they can make a safe purchase, they will feel more comfortable giving their personal information and will enjoy their experience more. It will also boost your brand online and create the perception that you’re a responsible company that cares about its customers. 

Does My Website Have An SSL? 

If you have a website and aren’t sure if it has an SSL certificate, there are a couple of ways to tell. The easiest is to look at the URL and see if it says “http” or “https”. The extra “s” means that the website is secure. Another way to tell is if there is a padlock icon in the URL bar. It may be on the left or the right, depending on your browser, but it will be up there to show you that the site is secure. If you don’t see either of those things on your website, then you may be losing potential visitors, customers, and search engine rankings. 

If you want to learn more about SSL and how it can benefit your website, get in touch with us today at WEB ROI. 

Sources: 

https://www.forbes.com/sites/forbestechcouncil/2018/05/18/why-an-ssl-certificate-is-important-for-your-company-website/#14697071dc3e 

https://blog.hubspot.com/marketing/what-is-ssl 

https://domain.me/what-is-an-ssl-certificate-and-why-is-it-important/ 

Jason’s Tips: How Important Are Landing Pages?

Attracting people to website concept

Where does the majority of your website traffic enter your website? In other words, what are your most popular landing pages? If it’s your HOME page, it needs to change ASAP, because it’s probably harming your results.

Let me explain further. Your homepage is a visual display of your company’s products or services, this is where you can direct people towards specific products or services, blogs, galleries, testimonials, and more. But, when people search for your company, services, or products the more specific they get, the more specific your content must be.

Many people do not want to be taken to a homepage when they have searched for a specific service, they want to be taken directly to the page that provides them with the information they need; likely interior pages. This minimizes the number of steps that a customer must take to get to the information they need which is a positive affirmation that they should be working with you.

Tips To Ensure Success

There are several ways you can ensure your success when people search for you:

  • When you create a PPC campaign, ensure that links go directly to the product or service that you are advertising.
  • Treat all interior pages as landing pages, optimize them with specific keywords. This ensures that when people search for a specific service your website comes up and they get taken directly to that page.
  • Add Calls to Action (CTA’s) to all of your interior pages. This makes it easy for visitors to contact you and become potential leads without having to find a way to contact you.

As you can see, your best pages should be interior pages. These pages should provide visitors with all the information they need to make a decision. For more information and examples, check out this week’s video website ROI tip and find out why, and what you can do about it.

I hope you found this week’s tip helpful and interesting. If you would like to discuss how you could get a better return on investment from your online marketing, schedule a call with me.

I look forward to hearing from you!

JG

Jason’s Tips: Digital Main Street Grant

Grant written in blocks

Last week, the Government of Ontario, in partnership with the Government of Canada launched it’s $57-million Digital Main Street Initiative. The initiative is aiding up to 22,900 small businesses to create, launch, and enhance their online presence and expand their reach to new customers in and beyond Ontario. Watch the WEB ROI Tip of the Week video for more details!

Today, small businesses can apply for grants up to $2500 each to assist them in building and enhancing their small business’ online presence.

The funding may be used by small businesses to support eligible costs to help implement their Digital Transformation Plan. These can include costs in relation to:

  • Digital marketing (the cost to hire a consultant/agency) to execute digital marketing initiative
  • Website development (develop a new website, redevelopment/improvements)
  • Software (graphic design, productivity software, database, social media software, (e.g. Hootsuite, Dropbox, Buffer)(; security software.
  • Optimizing websites for search (i.e. cost to hire a search optimization consultant)
  • setting up e-commerce, back-office solutions.
  • social media advertising
  • create customer databases
  • professional photography service for a website or e-commerce site
  • Digital training (courses)
  • Some hardware upgrades

Start your application process now, OR schedule a call and we will walk you through the process of getting qualified.

Learn more about the Digital Transformation Grant here

We’re here to help! Connect with us and we can help you with the process of collecting and activating your Digital Transformation.

JG

How to Optimize Your YouTube Videos for Search Engines

Video Concept

There’s no question that video content is a major factor when it comes to getting more leads and conversions online in the modern business world. There’s also no question that when it comes to platforms, YouTube reigns supreme in the world of video. But what many people don’t know is that much like your website, simply putting out content is not enough; you also need to optimize it for search engines to get the best results. 

Keep reading to learn how to optimize your YouTube videos for search (SEO). These useful tips will help your videos get found when people are looking for what you have to offer. 

Insert Keywords Naturally into the Video Title 

The title of your video is usually enough to get viewers to watch, but it’s important that it’s relevant and includes the keywords you hope to rank for. Short, concise titles that are in exact alignment with what people are about to see and have keywords inserted so they sound natural will help your SEO efforts. 

Rename the Video File Using a Keyword 

Renaming the video file and adding a keyword or two is another YouTube video optimization best practice that is easy to implement. When the video is uploaded, YouTube can read the video file name to get an idea of what it’s about, so having commonly searched keywords in there will help.  

Be Consistent 

Consistency may not necessarily be an optimization tip for YouTube videos, but it will help you build a solid base of subscribers to enhance your reach. Staying top of mind will help with your followers and with search engines, as they see you are posting regularly and adding value to people’s YouTube experience. Additionally, accounts with many subscribers tend to rank higher in YouTube searches.  

Optimize the Description 

The video description is another good place for YouTube video search optimization. The official character limit for a description is 1,000 characters, but that doesn’t mean you have to use that many. Anyone that finds your video is looking to watch, not read. Typically, only 100 or so characters will show before the visitor has to click to read more, so use that space to add important links, Calls to Action (CTA) and similar information.  

Call to Action Concept

Use Appropriate Tags   

When you tag your video with relevant keywords, you let viewers know what it’s about and you also let YouTube know what it’s about. They use tags to determine the content and context of your video, but be careful to use tags that are relevant to the content of the video or you’ll end up having the opposite effect. 

Categorize the Video 

After your video is uploaded, you can go to ‘Advanced Settings’ to categorize it. This will help it get grouped with similar content so it gains more exposure and is added to a variety of playlists. Take some time to research what seems to be working well in different categories before you choose one for your video. 

If you’d like to learn more about how to optimize your YouTube videos for SEO, get in touch with us at WEB ROI today. 

Sources: 

https://blog.hubspot.com/marketing/youtube-seo 

https://searchengineland.com/youtube-seo-101-289416 

https://www.searchenginewatch.com/2019/02/04/youtube-optimization-guide/ 

Jason’s Tips: Google My Business Attribute Changes

Update Concept

Google has released an update, adding 4 new attributes to Google My Business listings (Google Maps).

You will notice these 4 attributes appearing in business knowledge panels:

  • Online Care
  • Online Appointment
  • Online Estimates
  • Online Classes

Why this is important

Using attributes in your GMB listing can make your listing stand out and catch searchers’ attention by highlighting your most important service offerings

Traditionally, attributes have been used as triggers to drive visitors to your physical location, but with current restrictions on traffic levels and disinfecting requirements, many businesses are serving their clients online more than ever before.

Even as businesses reopen, consumers are feeling very cautious and are seeking online alternatives to services they used to access in person, such as doctors, fitness instructors, therapists, and others.

Traditionally, searchers would type in a query and then click a link to your website, landing page, or social media channel. But more and more, in recent years, we’ve seen searchers engaging directly from the search page, usually directly on the GMB listing. These new attributes make it even easier and more likely that searchers will convert to a lead or opportunity directly from your GMB listing.

How can you add Attributes to Your Google My Business Listing

  • Sign int to Google My Business
  • Open the location you’d like to manage
  • From the menu, click info
  • Find “Add Attributes” and click Edit
  • when finished, click Apply

**Note that available attributes may vary according to your business category.

I have created a video that outlines these changes and what that can mean for you. Check out the video here.

I hope this is a helpful tip for you. If you’d like to have a quick intro call to see if we can help you with your online marketing needs, here’s a link to my calendar to schedule a 15 min call.

JG