How to Make Better Facebook and Google Ads

Rank Me Up Session #2: Making Better Facebook and Google Ads

“There is no sale without the story; no knockout without the set up.”

-Gary Vaynerchuck

SEO is an art form. There is a process to it and if you do not respect the process, your results will be sub-par at best. In this blog post I will go over our basic SEO strategy for businesses who have little to no experience in content marketing and SEO marketing. Later, I talk about the similarities between boxing and marketing and how you can apply these principles to improve your marketing campaigns.
  1. Keyword Research (50-100 generic keywords is a good start. Volume ~ at least 700 monthly / max 5,000. Anymore and it’s too competitive unless you are willing to dish out a couple grand a month. Go for it!
    (THE END GAME: 100 generic keywords x 2,500 searches per month = 250,000 potential customers per month. Even 1% conversion = 2,500 visitors to your site, we’re going to aim for 3% – 7,500 visitors)
  2. Planning SEO friendly content – Plan out an article based around each keyword phrase. Must be content focused / not just list of products. (2,000 – 2,500 words)
  3. Create your Content – Fiverr is a great place. Make sure u post articles in bulk to get better prices + ask for 2 sample articles before hiring anyone. (Remember, the best ones aren’t necessarily the cheapest)
  4. Get Your Content Live – Have an article home page linking to your articles. Link to this article home page from your actual home page so Google indexes faster. (Important tip: consider adding opt in boxes on article page to capture leads for funnel later)
  5. The Waiting Game – wait for Google’s algorithms to crawl and update rankings. You will find that 1-5 articles rank amazingly well, 4 dozen okay, 4 dozen don’t rank at all
  6. Optimizing with Analytics – Look for pages that are ranking between 7 and 30 positions If you have an article that is ranking on the second page of Google, view the competitors on the first page and see what they have that you don’t. You might find that articles on the first page have, on average, 500 words of more content than you. In this case, add another 1,000 words to your article and wait a month to see where your article moves.
As you get more into the data that is provided to you by these SEO tools, you will soon learn to realize what content is good and what content is bad. Tools like Audience Insights on Facebook and Google Search Console gives us the data we need to optimize our campaigns for better results. It is crucial for marketers to understand these different metrics since Facebook and Google do not like bad content on their platforms, and by “bad” I mean content with below average CTR (click-through-rate), and low relevancy scores (between ad text and image). Try your best to make your ad text, image, and landing page all relevant to one another to improve your relevancy scores. This will naturally boost your CTR as well.
If you don’t want to make the same mistakes as 80% of advertisers out there, here are 3 SEO tips you will need:
  1. Increase CTR on search results by optimizing your page tags.
  2. Keep people engaged on your site with “Super Content” once they have clicked through
  3. Making sure your pages are fully compatible for Mobile devices so bounce rate / time on site is optimized as well.

Area 1: Optimize your Page Tags to Increase organic CTR: Focus on Title and Meta Descriptions

   For Title Tags…
  • Feature the target keyword phrase for each page as near to the beginning of the title tag as possible.
  • Keep your title tags to 65 characters of less, so they don’t get truncated in the search results.
  • Try to use words that will match searchers’ queries, as exactly matched words will appear in bold and stand out from other listings in SERPs.
  • Make your title tag relevant to the content people will find on the page to decrease bounce rate.
  • Use emotive text to increase curiosity
For Meta Descriptions…
  • Include your target keywords or phrase in the description as Google will highlight it, and help your listing stand out.
  • Make sure your meta description is less than 160 characters so it doesn’t get cut off in the results.
  • Consider adding a call to action – this might be a ‘click here’ …or a coupon code offer …or letting people know that you’re offering FREE delivery.

Area 2: Super Content

Neil Patel does this very well in the SEO industry. He takes all his competitors and just outright makes BETTER content. More thorough, more LSI keywords, more text, more captivating images, etc. If you’re going to outsource this part you should get a DIFFERENT freelancer to create the content than the article writer for the long-tail keywords. Some tips before you start:
  • Include multiple forms of content
  • High quality images, Info graphics, charts, review tables, videos
  • What your content contains depends on what the aim of your website is and what you are selling.
  • Add Share links
  • Include multiple Calls to action

Area 3: Optimizing for Mobile

  • Google announced that sometime in 2018, it will switch to a mobile-first index
  • Google will determine rankings based on the quality of the mobile version of the site instead of the desktop version.
  • A new Googlebot will crawl your site and determine if its performance, content and user experience are up to scratch for people searching on Mobile
  • Use Google’s tools to test mobile-friendliness of your site http://search.google.com/test/mobile-friendly

`Final Thoughts

  • You need to put in the time for SEO
  • Google and other engines get more advanced each year. Don’t try to cheat the system
  • Focus on the user and deliver great content (rather than implementing short-term SEO shortcuts) then you will see long term success!
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What is SEO?

Image result for seo

What is SEO?

Search engine optimization (SEO) may sound like a fancy technical term. Maybe you’ve heard these rumors before. “SEO is dead. SEO is a waste of money. SEO doesn’t work for small businesses.” We’re here to help you change that. What most of your competitors do not know are the set of tactics and skills that we deploy to make sure you stay on top of relevant search terms related to your business. Whether you’re a doctor, developer, lawyer or art teacher, SEO can help your business tremendously when performed properly. Let’s break down some of the myths of SEO that we hear often way too much in the online marketing industry.

Myth #1) “SEO is dead.” What a bunch of bogus. As long as we have search engines (Amazon, Google, YouTube, Facebook), the SEO industry will continue to thrive; and those who understand the machine’s algorithms will be able to outrank their competitors and draw a large portion of Google’s monthly traffic. AdWords also accounts for a majority of Google’s yearly revenue. (An alarming 70-80%)

Myth #2) “SEO is a waste of money.” SEO can be tricky, according to Moz, Google changes their algorithm about 500 times a year, with a couple of these changes being some major ones that affect millions of business’ rankings across the globe. Don’t get me wrong. SEO is not easy for a lot of businesses. That doesn’t mean you can’t win in local SEO. Beating out two or three competitors in your area could mean hundreds or potentially thousands of people giving your business a chance.

Myth #3) “SEO doesn’t work for small businesses.” False again. In less than 6 months, we were able to rank multiple brand new websites onto page 1 ranking on Google using nothing but white-hat methods which we found through continued testing and analysis of Google’s algorithm. Small businesses may not be able to compete with the giants in their industry, but using Local SEO tactics you can outperform your local competitors to get that top ranking on the platforms you want!

Basic RGB

Every time a web-page is published, Google runs what’s called a spider through your site which crawls and indexes every single page. The search engine then uses algorithms to determine your rank (which changes on a daily basis), and voila! The search engine will display your web page in its SERP (Search Engine Results Page). The trick here is to understand what input the algorithms prefer in order to achieve that higher ranking on the SERP (the output). We keep up with recent algorithm changes on the major platforms which gives us an advantage over our competitors who aren’t constantly testing and innovating new strategies against multiple search engines. Testing is everything in SEO.

We strive for premium SEO service and we are known for helping small to medium sized businesses get their ranking up on Google and other search engines. Our SEO experts continually work on developing new strategies and improving our software to stay on top of the game. For more about our services, head over to our Services page here.

Why Digital Marketing Is Important

3 Reasons to Go Digital

  • Ubiquitous
  • Branding
  • Real-time

One of the major changes that occurred in traditional marketing was the “emergence of digital marketing” (Patrutiu Baltes, Loredana, 2015), this led to the reinvention of marketing strategies in order to adapt to this major change in traditional marketing (Patrutiu Baltes, Loredana, 2015) .

business-computer-device-35550We are going through a digital revolution. I’m pretty sure if you’re a business owner, you’ve had this problem before. You have a website. You have a store. However, your business doesn’t seem to be going anywhere and it seems like you’re reaching less people each year. In today’s world, having a website with your product or service isn’t enough. Going digital is allows your business, product, or service to be shown on the right platforms targeting specific people while studying their user-behavior. This includes understanding the different types of platforms available, along with the type of content that is appropriate for the specific platform you’re sharing on.

Ubiquitous 

Going digital allows your brand to be advertised everywhere, anywhere, at anytime. Long gone are the days where you paid a ton to some media company whose reach is limited. Now there are Facebook ads, which allow you to laser target your ads to the exact audience that you are looking for. (Did you know that with Facebook ads you can target 30-35 year old males living in Los Angeles, CA specifically interested in hiking and dogs?) Think about all of the campaigns you can run given these tools at your disposal.

Branding

Branding is key for a successful campaign. This is the reason why Apple is able to sell their iPhone for such a ridiculous price, even when other competitors make phones similar to Apple’s quality. If no one has heard of your brand, product, or service, chances are that they will not purchase. Having an online presence is crucial in the digital space and going digital allows you to do just that.

Real-time

Thanks to technology available today, we are now able to check and optimize our data in real-time. Web applications such as Google Analytics and Google’s Search Console allows us to analyze our traffic and data to make better informed decisions in the online space. This data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication and experience, highly relevant to each customer’s moment and actions.

Are you ready to go digital? Head over to our services page to see what is best for your business.

SEO Checklist: 7 Steps to Improve Google Ranking

Rank Me Up Session #1

So exactly how do we improve Google ranking? In this post, I will share with you the 7 Step Checklist that we go through with each of our client’s websites. Try some of these tactics on your own website and sit back, relax, and watch your rank go up.

Step 1) Remove “zombie pages”

Zombie pages are pages on your site that do not provide any value for the reader. This includes outdated pages with irrelevant information, or combining a set of pages together which have high relevancy. Removing these pages will prevent Google from penalizing your website’s quality score with irrelevant and outdated content. You should be going through your website and observing user behavior with tools like Google Analytics to see which of your pages that aren’t receiving any traffic.

Step 2) Clean up technical SEO issues

Cleaning up technical SEO issues is a common issue among most businesses who aren’t fluent in SEO. Some of the most common technical issues that we come across on our client’s websites are:
  • Duplicate or missing title tags
  • Duplicate Description tags
  • Broken links
  • Images with missing alt text
  • Pages blocked by robots.txt
  • 302 redirects that should be 301
Remember, fewer pages = fewer problems. More content is not always better. It is much better and effective if you have valuable, relevant content on your site that the readers can benefit from. Another common issue that we see a lot is duplicate tags. Having the same target keyword in all of your tags will actually hurt you more than do any good because Google will see this as keyword stuffing. Duplicate description tags and broken links are also a big problem. Make sure you aren’t linking any pages with 404 Page Not Found errors and make sure all of your links are working properly.

Step 3) Basic & Advanced Optimization

Include target keywords in the beginning of your website
Include LSI keywords (keywords related to your target keyword)
Including your target keywords in the beginning of your website as I have done in this blog helps your website get ranked for those specific keywords. Google puts an emphasis on the hierarchy of tags such as H1, H2, and H3 tags (in order of importance). It is important to produce content while utilizing these tools that Google has available for you. Including your LSI keywords in your H1 tags can be a good start for your business, and more often than not most websites will include their target keyword in their title and description tags as well.

Step 4) Boost Organic Click-Through-Rate 

Critical resource for improving ranking is optimizing for your CTR (click-through-rate). This may mean changing your image on your ad, or tweaking your ad text a bit to make it more captivating. Small tactics such as A/B testing and split testing different variations of ads can be another great way to maximize your budget and efforts while increasing your CTR.
Optimizing for CTR Tricks: Changing certain keywords in the title / description, changing ad text, changing image (color, shade, illustrations, etc.)

Step 5) Improve Dwell Time

The amount of time someone spends on your website. This is a pretty good measure on how well users are engaging on your site. Without a decent dwell time on your converting pages, you will rarely see sales on your site especially if you’re in e-commerce. One of the reasons some of the landing pages for some of these products offers are so long is to engage the user with the product’s value, benefit, or service.
The Golden Rule: Longer your dwell time -> higher your ranking
1) To improve dwell time, move your important content up. Catch the reader’s eye with the first impression they get when they land. A good homepage is key for improving your dwell time on your site.
2) Cut out unnecessary text and make content easier to digest.
3) Add images if your website is too text-based, it could become very boring for the reader. (Especially in 2018 during the age of social media where everything is fed to you in bits and pieces.)

Step 6) Improving Page Load Speed

Tools You Can Use:
Google’s PageSpeed Insights Tool – Gives you a rundown on how fast your website loads along with potential issues and fixes.
GTMetrix – shows potential issues with your pages code and hosting/server issues.
Improving your page load speed can have a drastic effect not only in the user experience but on Google’s algorithms as well. Google will actually penalize sites which have large images that take long to load, or other content that isn’t compressed properly.  Take a look into caching software for your images and files to make sure your website is loading up as fast as possible.

Step 7) Publish Content using the SkyScraper technique

The SkyScraper technique is where we take the best content in your industry (by best we mean highest ranked on Google’s search engine) and create a better optimized version of that exact content. This term I believe was coined by SEO expert, Neil Patel who is probably the leading industry expert when it comes to getting your ranking up. Check out his website when you have time. There is some really awesome content on there. Anyways, the SkyScraper technique can really help new websites get noticed by Google’s search engines. As long as your following basic guidelines like having word counts of at least 1500, and making sure you’re using the right keywords, you should be fine. That’s it for today’s Rank Me Up session. See you guys next time.

Who We Are

Founder: David Sung 
5+ Years of Experience in Digital Marketing
8+ Years of Experience in E-Commerce
(UC Berkeley Class of ’16)

Co-Founder: Mohammed Jamil
10+ Years of Experience in SEO Industry
17+ Years of Experience in E-Commerce
B.A. in Human Psychology & Neuroscience
(UCLA Class of ’76)

Web Developer: Jonathan Cho 
Enjoys brazillian jiu jutsu and Korean BBQ
(Bowdoin Class of ’18)

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Social Media Manager: Stella Brooks
Loves huskies and long walks on the beach.
(Boston University Class of ’76)