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Our Favorite Marketing Blogs and E-Newsletters

Anyone who provides digital marketing services, like our digital marketing agency, or has a role at a organization where they are responsible for the planning, execution, monitoring, and reporting on of digital marketing tactics, knows that the landscape keeps changing. New social media platforms get introduced. The interfaces or management tools you use to execute activities or monitor results change regularly. It can all have your head spinning.

To help you “keep calm and carry on,” we thought we’d share a list of some of the organizations whose websites we go to when we are in need of answers and help or whose e-newsletters we read to stay on top of all things digital marketing and e-commerce. Since Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are two of our Greater-Boston-Area digital marketing agency’s specialties — we love any digital marketing work that is technical or analytical — you’ll see a number of websites that focus on those topics below. Note: use the scroll bar underneath the table below to see right-most columns.

Cheerful, Pretty Woman Reading A Book Related To List Of Best Digital Marketing Blogs and E-newsletters

We hope the below makes your life as a digital marketer easier and welcome ideas for organizations we should add. We expect to continue to update this list as we discover more digital marketing experts to learn from. We’re all in this together as the digisphere continues to evolve! Note: use the scroll bar underneath the table below to see right-most columns.

Best Digital Marketing Blogs and E-newsletters

Publication/URLSearch Engine Optimization (SEO) and Search Engine Marketing (SEM/Google Ads)Social MediaE-mail MarketingOther
https://searchengineland.com/X
https://www.emarketer.com/XE-commerce, Retail
https://www.socialmediaexaminer.com/X
https://www.searchenginewatch.com/X
https://iab.comBranding, Consumer Goods Research
https://thirddoormedia.com/
XIncludes A Variety of Brands That Address Marketing Technology and Conferences
https://www.hootsuite.com/X
https://www.marketingprofs.com/Marketing events and Training
https://corp.smartbrief.com/Industry Updates, Including: Small business, Food, Finance, Healthcare, Education
https://www.smarketingconnect.com/XXXMarketing & Sales Podcasts and Training, Opportunities To Meet and Collaborate With Other Marketing Professionals
https://npdigital.com/XXX
https://www.seoblog.com/
X
https://ahrefs.com/XContent Creation & Marketing
https://seo-hacker.com/X
Favorite Digital Marketing Blogs & E-newsletters

Since we shared the info. above, we’ve come across some other very helpful and informative sites, including the following:

SEO Guide For Lawyers:

Being Found on Google, digital marketing agency, fundraising/development, Google Ads, Google Nonprofit Ad Grant, keywords, landing page, landing pages, marketing best practices, Marketing Planning, Nonprofit Marketing & Communications, Objectives Setting, ongoing digital audits, online advertising, online presence, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO, strategic planning, Strong Ad Creative, target audiences, Target Marketing

Growing Your Nonprofit With A Google Nonprofit Ad Grant

Knowing that I and my Boston-area digital marketing agency team help clients obtain, maintain, and optimize Google Nonprofit Ad Grants, a few weeks ago a fellow digital marketing consultant asked me if I ever had a client utilize the entire $120,000 in free Google Ads search advertising available thru the Grant. While I knew generally that a few of our nonprofit (NPO) clients who offered products and services across all of the U.S. (vs. in a smaller city/town or state geography) were able to really capitalize on the free advertising $/media buy available annually via their Grant, it prompted me to both dig deeper on what % of their Grant dollars were being used, and to detail in this blog post, the various ways our marketing agency’s Google Ad Grant clients have used their search-advertising funds.

I hope that, by documenting here the types of nonprofits we’ve worked with who have obtained a Grant and successfully employed Google Nonprofit Grant monies, I might inspire other NPOs to either apply for a Google Grant, or use their Google Ads Grant differently or better to maximize it.

What Types Of Nonprofits Qualify For A Google Nonprofit Ad Grant

Let’s start with the types of nonprofit organizations we’ve helped obtain and/or capitalize on their Google Nonprofit Ad Grant:

  • religious organizations
  • organizations that offer training programs/coaching to at-risk women/women in-transition
  • organizations serving those with special needs and/or disability
  • organizations that serve financially challenged/at-risk teens in both the U.S. and abroad
  • arts organizations
  • environmental organizations

Most non-profits who apply for a Google Nonprofit Ad Grant will qualify for one unless they are a government agency/entity, a healthcare provider like a hospital, or an education institution (philanthropic arms of colleges and universities may qualify for a grant). We’d be glad to coach you thru the Google Nonprofit Ad Grant application process. The initial part is pretty simple, and starts with applying for a Google Nonprofit Account and joining Tech Soup if you haven’t done so already. But, you do need to know how to set up a campaign that effectively meets certain Google Nonprofit Ad Grant search advertising requirements, including using certain available advertising features.

Does Anyone Ever Use Their Entire Annual Google Nonprofit Ad Grant Funds?

The answer to the above is likely “yes,” or close to it. As alluded to above, the broader the geographic area in which a nonprofit offers support, services, and products, the more likely they are going to be able to employ much of the available monthly $10,000 in free paid search advertising, particularly if the volume of individuals searching on terms relevant to what the nonprofit offers is significant.

We just conducted an audit of several of our Google Nonprofit Ad Grant clients who are able to offer all or some of their products and services across the whole U.S. All three of them sell products and services that are available for purchase by anyone in the U.S. For example, one sells mass cards to fund the great work they do; another sells curriculum and online training programs; a couple have online gift stores whose sales allow them to provide the services they do to constituents. One client will likely use 70% of their annual Google Ad Grant dollars ($120,000) by year’s end; another about one-third; and another, about one-third. It’s not easy to properly and effectively employ those large search advertising budgets, but it shows it is possible! And, of course, we’d be glad to brainstorm with you to come up with creative ideas for optimizing Grant dollars.

A Happy Google Nonprofit Ads Grant Optimizer

How Can I Use My Google Nonprofit Ad Grant Dollars?

Many of our Google Nonprofit Ad Grant clients are using their Google Grant in a number of simultaneous ways, including the following:

  • Drive sales of products, therefore, tangible goods, such as those available in an online store/shop that fund their good work in our communities
  • Cause use of the organization’s on-site services or online/virtual services
  • Recruit volunteers for their organization
  • Through general/branding messaging, create awareness of their organization among appropriate audiences in an attempt to secure donations (keep in mind that ads specifically asking for donations aren’t effective; but letting individuals and orgs. that are interested in your cause know about you can be effective with development efforts)
  • Support attendance at paid or free events, including webinars, seminars, workshops, courses, and classes
  • Cause target audiences to visit/read/use resources/information on their site, or download information
  • Cause appropriate individuals to fundraise on the organization’s behalf/participate in the organization’s fundraiser
  • Cause target audiences to be an advocate for the organization’s cause or the general/broader cause with which the organization is associated
  • Cause other desired “conversions,” i.e., desired behaviors, such as:
    • e-mail/e-newsletter sign-up
    • podcast listening
    • visits to organization’s physical site for a variety of reasons
    • survey taking

We think Google Nonprofit Ad Grants are a well-kept secret and are often under-utilized by nonprofits — either because they don’t apply for and employ one to see if it will work for them, or they obtain one and don’t use it for the many purposes they could or should.

As an affiliate member of the MA Nonprofit Network, the team at Results C & R gets great satisfaction from helping nonprofit organizations obtain and maximize their Google Advertising Grant to support achievement of a variety of objectives. Want to learn more? Set up a complimentary time to chat today! And, check out these two additional resources:

Watch A Video About A Google Nonprofit Success Story.

Read More About The Benefits Of A Google Nonprofit Ad Grant.

Being Found on Google, digital marketing agency, Google Ads, keywords, marketing best practices, Marketing Planning, online advertising, online presence, paid search, pull marketing, search terms, SEM, Target Marketing, User experience

Why It Pays To Be Responsive, Particularly When It Comes To Google Search Ads

There’s little downside that we can think of to being responsive. When not used in a digital marketing context, being responsive means to “react quickly and positively.” Responsiveness, and therefore, the ability to be flexible and adapt, is usually a much-envied attribute or characteristic, whether it pertains to a person, product, or service.

While we encourage our readers to be responsive on all fronts, given the nature of our business and our blog’s following, this particular post’s intent is to address responsiveness as pertains to the world of online marketing & presence. To be responsive in the digital marketing world means to present the digital content in-question in a fashion that makes it presentable (from an appearance standpoint), logical, legible and appropriate, regardless of the device on which the information is served up or viewed.

It used to be, as recently as 15 years or so ago, that when new websites were launched, the developer and/or the owner of the site did not give as much attention to the “responsiveness” of the website, i.e., how website page content would appear when viewed on a SMART device (devices that can access the internet) such as a mobile phone or tablet. Today, any web developer worth his or her salt would never launch a website that isn’t responsive to the various devices that might access it. And, most content management systems like WIX, Weebly, WordPress, Square Space, and Joomla, are designed to ensure that sites built and launched in them are mobile-friendly.

How and Why Google Ads Supports Search Ads That Are Responsive

Another digital marketing tactic/activity that rewards and supports responsiveness is Google search advertising, and it’s this digital marketing tactic’s responsiveness that’s the focus of this blog post.

I’ve been involved with Google Ads advertising — either in corporate roles or in my role at Results Communications & Research — for an estimated 12 years or more now. During the last 12 years, Google has continuously made revisions to its advertising platform, known as Google Ads (formerly Google AdWords), and I expect that to continue.

In the days when I first was involved with Google Ads search advertising, the amount of information you could include in a search ad — an ad that is presented at the top or bottom of search results when an individual in an advertiser’s target geography enters relevant search terms (keywords) into Google’s search engine — was very limited. If I recall correctly, there were only three lines of text and a website URL that appeared in the ad. These short ads were “static” and advertisers knew exactly what lines of text would be presented to their target audiences, and in what order the lines would appear. While Google has enhanced this advertising opportunity to include a couple of additional lines of text via two description lines, plus various ad extensions (such as what’s known as site links that appear below ads and allow for self-triaging), even these “expanded text ads” still require advertisers to set up a large # of “static” text ads within the Google Ads Manager tool in order to test various combinations of ad headlines to see which combinations are most effective as far as generating clicks or “conversions (desired visitor website behaviors or phone calls)” goes.

In 2018, Google rolled out Responsive Search Ads or RSAs. My experience managing paid search campaigns that include RSAs is that Google rewards you from an optimization, and ultimately a cost-per-click, and even possibly an impressions (frequency of serving up ads to relevant searchers) standpoint. Due to the aforementioned, you’ll see it literally does pay to be responsive.

Responsive Search Ad Served Up on Mobile Phone

I’m a big fan of responsive search ads and tend to employ them in all Google search ad campaigns for the above-mentioned performance and budget optimization reasons, but also because it ultimately saves my agency and my client set-up time. And, as they say, “time is money.” Why go thru the cumbersome, long process of setting up a number of static text ads to address various combinations of ad headlines, when Google will create and test the effectiveness of ad headline combinations for you? And, should you choose to test a variety of description line combinations as well, Google can do that for you too.

In addition to allowing for an organization to test various ad headline and description line combinations, RSAs are referred to as “responsive,” because they respond to the real estate that’s available on the device on which the ads are being shown. Sometimes, only two headlines will be served up; sometimes three.

Another reason it pays to start employing responsive ads in your Google Search campaigns now? Google announced on 8/31/21 that, as of 6/30/22, responsive search ads will be the only type of “new” search ad that advertisers can create. And, any static/expanded text ads that were created prior to this June date will not be able to be edited. So, that’s an additional incentive to start creating and using responsive ads now. Why set yourself up now, or prior to 6/22, to not be able to edit static ads you create in the future? Plus, why not get accustomed to creating responsive ads now?

Key Inputs For Responsive Search Ads

Google will serve up two, and possibly three, of the headlines you provide, along with two of your provided description lines, each time it presents a responsive ad to an appropriate searcher.

In addition to basic campaign and ad group targeting and budget inputs like geography, demographics, daily budget, and keywords, at a minimum, advertisers need to provide Google Ads with the following responsive search ad components:

  • Up to 15 headlines (30 characters or less per headline)
  • Final URL that ad clickers will land on (landing page address)
  • Display path – this differs from the above as it does not need to be a live/active URL, but rather should display the nature of the page that an ad clicker will land on, i.e., what content they can expect to find there
    • Google automatically fills in your organization’s domain; you must fill in 15 characters or less for each of the two display path fields. A display path example based on our own site: https://allintheresults.com/services/ongoing SEO. Both “services” and “ongoing SEO” are display path fields we would provide if we were running Google Search Ads and taking ad clickers to a page about our ongoing SEO services.
  • Up to 4 description lines (90 characters or less per description line) – think of this as boilerplate language that you might include in a press release, on an “About Us” website page, or in an elevator pitch.
    • We prefer to only provide 2 description lines to Google. That way we know what two description lines are appearing with each and every ad (since Google only serves up two at a time). That means the description portion of our advertising remains constant, allowing us to test the effectiveness of various headlines/headline messaging.

As you can currently do with expanded text ads, you can also set up a number of ad extensions to provide additional information about your organization. That’s a topic for another blog post, but a capability that does exist with responsive ads.

Need help preparing for next year’s June deadline related to expanded text ads? Want to brainstorm with us about how you’d benefit from running responsive search ads. Reach out today! We always welcome a good Google search advertising discussion.

Being Found on Google, digital blueprint, Google Ads, Google Nonprofit Ad Grant, keywords, landing page, landing pages, marketing best practices, ongoing digital audits, online advertising, online presence, paid search, pull marketing, Search Engine Optimization, search terms, SEM, SEO, staying current, target audiences, Target Marketing, website

Spring Clean Your Online Presence To Support Sales and SEO – Part II

A JOINT BLOG POST BY GAIL SNOW MORASKI AND RYAN BRUDER

Our first blog post in this two-part series focused on capitalizing on “spring cleaning” inclinations to tune-up your website and your social media presence. The purpose of this second post is to remind readers who run any kind of online ads — whether they be Google Ads (also known as search ads/search marketing), social media ads, or banner ads purchased directly from another external website — to revisit them and give them a thorough look-over if you haven’t done so in a while.

Since SEM (search engine marketing) is one of our digital marketing agency’s specialties, the focus of this piece will be on Google Ads, but many of reminders can be applied to other forms of online advertising.

OPTIMIZING YOUR GOOGLE ADS TO IMPROVE PERFORMANCE AND MAXIMIZE BUDGET

Often clients will engage our SEO company to analyze either current or past Google Ads campaigns to see what they could or should be doing differently or better. Or, to assume management of existing Google Ads campaigns. Because we are data geeks, we love getting under the hood of a Google Ads account — whether it be a paid account used by a for-profit organization, or a Google Nonprofit Ad Grant account that provides qualifiying non-profit organizations with $120,000 in free annual Google search advertising.

Elements of campaigns and associated ad groups within a Google Ads account that we review related to the above engagements that you should too, as part of spring cleaning your Google Ads, include:

  1. KEYWORDS — what terms have you indicated to Google are ones for which you want your ads shown and are these all still appropriate? Are there keywords you should remove? Are there keywords you should add?
  2. SEARCH TERMS — related to the above keyword element, what search terms (actual phrases that ad clickers put into Google’s search engine) have your ads actually been presented to searchers for, and are they the right ones? The “search terms report,” accessed via the keywords section of a Google Ads ad group, allows you to see the exact terms for which your ads are being shown. Are the terms appropriate? Should some of these terms be made “negative” keywords, i.e., terms for which you don’t want your ads to be shown?
  3. RECOMMENDATIONS — as shown in the printscreen at the bottom of this elements list, Google makes regular recommendations — via a recommendations report — regarding steps you can take to “optimize” your campaign, and therefore, improve click-thru rate, and reduce your cost-per-click. Types of recommendations we see Google regularly make include: removing redundant keywords (keywords that are very similar in nature) from ad groups, adding certain types of ad extensions (such as structured snippets or call-outs), adding conversion-tracking, and using responsive search ads, along with standard text ads you already have in place. Not just as part of your spring cleaning, but each and every type you log into your Google Ads account to check on campaign performance, you should review the various recommendations, and apply the ones that you think make sense for your account.
  4. SETTINGS — settings are assigned at the campaign level and allow for you to target specific geographies and set daily budgets, as well as other specifics about your campaign. At a minimum, as part of your sprng review, you should revisit your daily budget and the geography to see if they are still appropriate to the products, services, or solutions you are promoting via your ads.
  5. AD CONTENT AND LANDING PAGES — if you haven’t checked your Google Ads campaigns in a while, you may even be running ads that land ad clickers on pages that promote either events that have already passed, such as a fundaising one, or products and services that are seasonal in nature and no longer apppropriate ones to be promoting due to the time of year. As you conduct your spring review, be sure that the products, services, and solutions are still the right ones for your organization to be promoting, regardless of whether you are paying for ad clicks, or getting them free via your Google Nonprofit Ad Grant. Also, revisit what makes for an effective landing page, and consider making any appropriate tweaks to current ad landing pages.
  6. COST-PER-CLICK — as part of your review, give great thought to the cost-per-click associated with each of your active vs. paused ad groups. Does the profit you’d make from an actual sale to an ad clicker warrant the cost-per-click — therefore, what is the acquisition cost (this may be include other factors beyond the ad cost-per-click) associated with obtaining a new customer and does it make good sense from a profitability standpoint?
  7. CLICKS — this is likely stating the obvious, but if your ads aren’t generating a decent volume of clicks, therefore, visits to your website, does it make sense to continue to run certain campaigns, or certain ad groups within campaigns?
Google Ads Manager Dashboard

We know that Google Ads advertising, and other forms of online advertising, can be complex and confusing. If you are concerned that your campaigns aren’t set up right to maximize clicks, conversions (ad clickers taking desired actions on your website), and your advertising budget, reach out to us for a complimentary discussion or for us to undertake online advertising spring cleaning on your behalf.

digital marketing agency, Google Ads, Google Nonprofit Ad Grant, keywords, marketing best practices, Marketing Planning, online advertising, organic SEO, paid search, pull marketing, push marketing, Search Engine Optimization, SEM, SEO, strategic planning, technical SEO, website

SEM and SEO: Understanding the Difference and When to Employ Each Digital Marketing Tactic

As the owner of a digital marketing agency whose primary focus is to serve as an SEO company (a firm that helps organizations be found on Google and rank as high as possible in search engine results listings for desirable terms in appropriate geographies), I have a great passion for helping both for-profits and non-profits determine when they need to employ SEO tactics, when they need to employ SEM tactics, and when they need to employ both.

What is SEO?

So what is SEO? SEO is the acronym for “search engine optimization.” In general, when someone employs the term SEO, they are referring to non-paid-advertising tactics that are executed to support a listing with a link to an organization’s website appearing on the first two pages of Google or other search engine results for search terms that are relevant to the products, services, and solutions to problems that their organization offers. Sometimes, SEO will be modified by the terms “organic” or “technical” to indicate a large variety and number of tactics that can be implemented to support an organization ranking well “organically” in search engine results. These include, but are not limited to:

  • incorporation of high-volume search terms, known as keywords, in website content and behind-the-scenes website tags, known as meta tags
  • establishment of a Google My Business profile to support ranking well in “local search”
  • saving image/photos with file names relevant to an organization’s products, services and solutions that Google or other search engines can crawl/index

While SEO does not involve paying for advertising, there are manpower costs related to implementing one-time and ongoing organic/technical tactics, and depending on your organization’s staffing level and digital marketing expertise, you may need to hire an SEO agency, such as Results Communications & Research.

What is SEM?

SEM is the acronym for “search engine marketing” and refers to ads such as the one below that appear in the top or bottom four spots on a search engine results listing page, in Google Shopping Ads, or on other Google properties or marketing opportunities. Sometimes, you’ll hear the following terms used in lieu of SEM:

  • paid search
  • paid SEO
  • online advertising
  • search advertising
  • Google Ads or Google Search Ads (this is advertising bought related to ranking well specifically in Google’s search engine for relevant terms; you can also purchase such ads from Bing and Yahoo)
  • search text ads
  • text ads
  • PPC (pay-per-click) advertising

Organizations often employ search ads/paid search when:

  • They are in a very competitive environment, i.e., other organizations are running paid ads – causing up to four ads to appear in search engine results for desirable terms before organic search/unpaid results listings
  • They’ve only recently implemented tactics on their entire website or on a specific page of their site to rank well organically for relevant terms, and can’t wait for such tactics to impact ranking results
  • Their website or specific site pages aren’t optimized to rank well in search engine results
  • Competitor sites or other pages of an organization’s own website rank above the site page that an organization wishes to rank well for certain terms

Are There Times When It Doesn’t Make Sense to Invest in SEO or SEM?

In general, implementing technical/organic SEO tactics is a best practice. That said, the only way to know if an organization’s target audiences are actively searching to identify someone offering the services, products, and solutions that the organization offers is to conduct keyword research.

If keyword research reveals that, at least for the time-being, individuals are NOT conducting searches, relevant to an organization, then less time and money should be spent in optimizing a website to rank well organically in search results. And, it wouldn’t make any sense to invest in paid search advertising/SEM since there wouldn’t be many appropriate searchers to whom to serve up ads. In the aforementioned case, you’ll want to employ marketing tactics, such as Google Display advertising or social media advertising where you put the idea in target audiences’ heads vs. waiting for them to search for someone like you. We discussed this aforementioned strategy of creating awareness of the benefits and features of a particular product, service, or solution, known as push marketing, in our blog post “Why Keyword Research Informs So Much More Than SEO.”

As Greater Boston SEO experts, we are always here to help you identify whether SEO, SEM, or both, are the right marketing tactics for your particular organization. We assist clients in making these decisions regularly, so that they maximize marketing budgets, as well as internal marketing team’s time. And, while we never guarantee results since there are so many variables at play, we’ve helped clients, throughout the U.S., who’ve engaged our SEO agency for SEO services, appear in the top two pages of Google Search results for certain terms — when they previously hadn’t — or move from page 1 to page 2 through both SEO and SEM tactics. So, please reach out for a complimentary discussion if you need help capitalizing on SEO and SEM opportunities.

Being Found on Google, Blog, Blogging, competitive advantage, content marketing, digital marketing agency, keywords, lead generation, marketing best practices, organic SEO, Search Engine Optimization, search terms, SEM, SEO, Target Marketing, technical SEO, Understanding Your Environment, website

What to Know Before You Engage Someone for SEO Services

How To Be Found on Google - Results Communications and Research

There’s two broad factors any organizations should ponder before they engage an external individual or organization to help them optimize their site to be found on Google, ideally on the first two pages of search results. These are:

  • The Reputation/Credibility of the Firm or Individual In-Question
  • The Nature of and Time Frame Associated With the Services Being Offered

How to Determine if An Individual or Firm Offering SEO Services Is Credible?

My current clients, prospective clients, and I all regularly receive e-mailed or LinkedIn requests from individuals or organizations claiming that they can and will get our website to appear on the first page of Google search engine results for terms relevant to the services or products we offer, or to the solutions to problems we provide. In fact, these SEO vendors, sometimes use the phrase “guarantee” or “guaranteed” along with it. That’s a huge, huge red flag. Without talking to you about your organization’s objectives, the target audiences and geography you serve, and the competitiveness of your marketplace — as well as researching whether or not individuals are even searching for an organization who offers your products, services, and solutions — it is impossible for these SEO vendors to know whether or not it is feasible for a listing with a link to your website to appear on the first page of Google search results.

Being Found on Search - Results Communications and Research

Another big red flag related to ascertaining the credibility of any organization who approaches you about SEO services is whether or not their initial sales pitch to you includes selling you backlinks, i.e., links to your site that will appear on external websites and blogs. As we discussed in a previous blog post, the only external organizations you want sharing a link to your site on their own site or blog are highly regarded organizations with which you have a prior relationship or with which there are some synergies. Allowing an SEO services provider to arrange for such “spammy” backlinks on your organization’s behalf will ultimately cause a decline in how you rank in search results vs. improve how you rank.

Before you engage an individual or organization to assist your organization with being found on Google, ask for examples of the types of organizations to which they have provided SEO services, how they have analyzed and documented/demonstrated the positive implications of the services they’ve provided, and the steps/tactics they took to achieve SEO success.

How Do I Know What SEO Services I Need: One-time/Initial vs. Ongoing?

As we described in this blog post, if you’ve never optimized your website for search or paid someone to do so, and particularly, if you’ve never conducted keyword research related to it, you should be starting from scratch with your SEO and engage an SEO expert to conduct an initial/one-time/one-off review of your website and execute appropriate technical/organic SEO tactics. These tactics include but are not limited to:

  • incorporating relevant high-volume keywords uncovered via keyword research within your website page content and in your behind-the-scenes/meta tags
  • help setting up and/or optimizing a Google My Business Profile, so that you rank well locally and support being found more globally on search.

Once you have completed the important SEO work outlined above, if keyword research has indeed revealed that a high volume of individuals are searching to identify someone like you, then you’ll want to continue to take actions on a regular basis — daily, monthly, or quarterly — to make sure your organization is as well-situated as possible to be found on Google for relevant terms.

Ongoing SEO Services Packages

Many SEO experts and SEO consultants, like us, offer ongoing (monthly or quarterly) SEO packages. Services offered via an ongoing SEO package engagement likely will vary, but at a minimum, we believe they should include:

  • checking to see your site has no broken internal or external links
  • testing to see that your site load speed or the responsiveness/mobile-friendliness of your site isn’t negatively impacting where your organization appears in Google search engine results
  • ensuring that any new images that are added to your site include an “alt-tag” so they will be indexed by Google
  • making sure that any new pages or blog posts that are added to your website are indexed by Google
  • writing content (that includes high-volume keywords) for blog posts, FAQs, or other site pages to support being found for those terms on Google
  • maximizing your Google My Business profile by keeping it comprehensive, current, and posting to it with the same frequency that your post to other forms of social media to support Search Engine Optimization efforts.

Got questions about what we shared above? Please reach out. We’re glad to talk you through all of this, and if appropriate, we’d love to present you with a proposal to provide you with one-time or ongoing SEO services.

COVID-19 marketing, fundraising/development, Google Ads, Google Nonprofit Ad Grant, landing page, online advertising, paid search, pandemic marketing, Post-COVID-19 Marketing, pull marketing, sales, SEM, Uncategorized

Should You Be Running Google Ads Search Advertising During Our Pandemic?

The answer to the headline above is “it all depends.”

Based on the current Google Ads campaigns I’m running for clients, it appears that average cost-per-clicks, in general, have decreased a fair amount during our pandemic. That means the price an advertiser will pay each time someone clicks on their ad and arrives at their website landing page is less than what it would have been pre-pandemic. So, who should be investing in Google Ads (also known as paid search, pay-per-click (PPC), or search engine marketing (SEM)) right now?

Organizations should be investing in Google Ads right now if:

  1. non-extravagant consumer goods products that can be shipped/delivered
  2. moderately priced services that can be accessed virtually/online, such as the ability to take a class or be coached virtually
  3. services and products that are a necessity, despite their cost. Examples of this would be services to repair a plumbing issue or a leaky roof or a new washing machine to replace one that broke
  • you offer a product or service that has a lengthy sales lead time, i.e., target audiences — whether they be business-to-business (B2B) or business-to-consumer (B2C) — tend to conduct a lot of research and take a number of weeks or months to make a decision to make a purchase of said product or service. Many individuals have more free time on their hands right now because of freed-up work commuting time and a significantly reduced number of social engagements. So, if they have a large future purchase in mind, it’s highly likely they are gathering information related to their probable purchase now. Examples of purchases with long lead time could be project management software or systems to be used by an employer or elective surgery to replace a hip.
  • you’re a nonprofit seeking donations to support your efforts to adapt or continue to offer services during COVID-19. Whether you have a Google Nonprofit Ad Grant under which you can execute such advertising, or you’ll need to pay for your own advertising, with the lower average cost-per-click we’re witnessing, Google Ads may be a very cost-effective fundraising tactic.

Be forewarned that the price of Google Ads and other forms of pay-per-click advertising, such as social media advertising, is expected to rise again — and perhaps rapidly — post-pandemic because of pent-up demand by organizations to promote their products or services. That’s why if you meet one of the requirements above and you’ve always wanted to test the “paid search” waters but believed the media (advertising buy) cost would be prohibitive, you might want to consider implementing a Google Ads campaign as soon as possible vs. waiting until things seem back to normal (or as close to normal as is achievable in 2020).

We are trying to “give back” as much as possible during these challenging times. We are glad to help any non-profit organization apply for a Google Nonprofit Ad Grant for free. We’re also offering the following special. Please don’t hesitate to reach out to discuss your pandemic or post-pandemic marketing challenges and opportunities. It’s never to early to start planning!

Being Found on Google, digital marketing agency, direct mail, Google Analytics, keywords, marketing consultant, Nonprofit Marketing & Communications, online advertising, organic SEO, paid search, pull marketing, push marketing, Results Analysis, Search Engine Optimization, search terms, SEM, SEO, target audiences, technical SEO, User experience, website

Why "If You Build It, They Will Come" Doesn't Always Hold True

Over the past six years, as a digital marketing agency owner and marketing consultant, I’ve had so many prospective clients approach me with a specific marketing tactic/activity that they’d like me to implement on their behalf. As I’ve repeatedly expressed on social media, in other blog posts, and in my website’s content, I never encourage clients to implement or continue with a marketing activity that doesn’t make sense for them. So, as part of discussing the particular tactic for which they’d like my help, I do a “preliminary check” to see if their website is “optimized for search,” and, therefore, likely to be found by individuals searching on relevant terms for the products, services, and solutions to problems the client in-question provides. Instead of a costly advertising campaign or direct mailer, the client might be better served investing in Search Engine Optimization (SEO), which could have longer-lasting impact.

You would be amazed by the number of organizations — both large and small — who have spent significant $$ and time to launch a comprehensive, user-friendly, informative website, but didn’t realize they needed to implement off-page (behind-the-scenes tags) and on-page (content) SEO tactics in order for their site to be found on Google. Some website developers and designers are well-versed in SEO, others aren’t, and don’t offer the service automatically, or as an add-on when launching a new site.

The above means that a for-profit or non-profit organization may have invested in a beautiful, effective website as far as design, user experience, functionality (interactive tools) and content goes, but they won’t likely benefit from it to the degree to which they could/should. Their site becomes like a pretty little unknown island that no-one knows is there, and therefore, no-one visits. In sum, building their new site, didn’t mean people would come.

Another factor related to lack of visitors may be this. If the products, services, or solutions to problems an organization offers are not ones that individuals are aware of, and therefore, aren’t actively searching on, even the most-optimized-for-search website isn’t going to get a lot of visits that stem from search engine inquiries. If your product or service is a brand new one — think something you’d see on Shark Tank — your target audience may not even realize a product or service like yours exists. Or, particularly, if you’re a B2B (business-to-business) organization, prospective clients may identify an organization like yours by asking one of their contacts or colleagues for a referral.

Both of the scenarios outlined in the paragraph above equate to your organization not being able to rely on “organic search” to drive traffic to your website. But, if you want and need to confirm that individuals aren’t actively searching to find an organization like yours, read our recent post that explains how keyword research can help you figure out whether or not individuals are searching to find an organization with your capabilities.

So, what are the takeaways from everything we’ve shared so far in this post, i.e., how do you ensure “if you build it they will come?

  1. Don’t assume that searchers are searching to find you and/or what you offer. Take the following steps to determine if they are searching to find you, and how.
    • use your Google Analytics data to see what percentage of your traffic is organic (comes to your site as the result of a visitor clicking on a search engine results listing)
    • use your Google Search Console data to see for what search terms, if any, Google is presenting a listing with a link to your website in search engine results, and the # of individuals who are clicking-thru to your site as a result of it being presented
    • conduct keyword research for the specific geographies you serve to determine whether or not a significant volume of individuals is searching to identify an organization likes yours
  2. If the above exercises reveal that the percentage of organic traffic to your site is low (less than 30%), and your website isn’t being presented in search engine results for relevant search terms (keywords), but keyword research indicates a large number of individuals in your geography are searching for the solutions, products and services you offer, then you should optimize your website for search, i.e., implement organic/technical SEO tactics
  3. If keyword research indicates that only a small number of individuals in your geography are searching for an organization with your capabilities, it’s time to consider “push” vs. “pull” marketing. Push marketing is all about putting the idea of your product/service in individuals’ heads and making them aware that a your solution to their problem exists. Display vs. search advertising is just one form of this and this blog post explains the push vs. pull dynamic, but there are many other forms of push marketing, such as an e-mail campaign, print or broadcast advertising, or a direct mail campaign.

Results Communications & Research is always here to make sure your website isn’t an island onto itself, so reach out to make sure it gets the admiring visitors it deserves.

Search Engine Optimization, SEM, SEO, social media, technical SEO

Why SEO Is Not A One and Done Marketing Activity

Even if Google didn’t regularly change its algorithm that determines which organizations’ listings it serves up on the first two pages of search results, and even if new competitors haven’t entered your marketplace or existing competitors haven’t up’d their SEO game, your organization still needs to regularly revisit your SEO strategy and tactics. By regularly, I mean, at least quarterly.

My digital marketing agency is often engaged to implement activities related to keyword research and planning (such as employment of appropriate keywords in website content and behind-the-scenes website tags). While keyword research and planning is a large, complex, and time-consuming activity that doesn’t need to be revisited monthly or quarterly, there are a number of SEO review and audit type activities that should. I won’t repeat those activities in this post because I’ve already outlined them in the recent blog posts shared below, but I hope you’ll take the time to read or re-read these past posts. They outline easy tasks you can and should complete to make sure you are up-to-SEO-speed and that potential issues with your website aren’t impacting your SEO, or that tactics that you are or aren’t employing related to your social media presence, aren’t harming how your organization ranks in search engine results in some way.

Don’t have the time or capacity to complete the above monthly or quarterly SEO activities? My team is always here to help! E-mail or call us for information about the services we can provide related to quarterly SEO reviews.

 

 

integrated marketing, keywords, Objectives Setting, organic SEO, Search Engine Optimization, search terms, SEM, SEO, Target Marketing, traditional marketing, Understanding Your Environment, website

Why Keyword Research Benefits & Informs So Much More Than SEO/Organic Search Results

Many business owners and marketers are not aware that or give much thought to the fact that keyword research and planning has implications far beyond organic SEO, i.e., beyond the putting of technical tactics in place (such as including high-volume search terms, known as keywords, in website content and page title tags) to ensure a listing with a link to an organization’s website or social media presence ranks as high as possible in search engine results for high-volume search terms relevant to the organization’s product and service offerings.

Before we get into how and why keyword research and planning extends beyond SEO, here’s Keyword Research & Planning 101:

Q: What is keyword research?

A: Keyword research is information generated by “keyword planner” tools, such as the tool that resides within Google Ads advertising manager platform, that shows the average monthly search volume (the number of people who have entered the phrase in-question into Google’s search engine over a month’s period) for search terms (keywords) relevant to the particular products and services an organization offers.

Q: How are keyword research lists generated?

A: Distinct keyword research lists are created for each of the products and services (and sometimes the sub-products and sub-services) an organization offers by walking in the heads of the various target audiences served and entering phrases (search terms) into a keyword planner tool which are thought to be ones target audiences would be using to identify providers of products and services relevant to the organization.  In addition to the nature and actual name of the products and services in-question, search terms should include problems for which target audiences might be seeking a solution, such as “how to lose weight quickly.” The keyword planer tool will then normally generate 100’s or 1000’s of similar search terms that individuals have entered into Google to identify an organization who offers relevant products or services, and their associated average monthly search volume.

Q: Why do I need to define the geography for each of my products and services before keyword research begins?

A: The phrases used by individuals to identify a provider of a particular product or service, as well as associated search volumes, may vary by city, state, part of the country, or country.

Q: What does keyword planning mean?

A: Keyword planning means going through the above keyword research exercise, and then making some decisions and outlining the actions you’ll take next related to the benefits outlined below, based on what an organization learns from analyzing and reviewing its keyword research.

key

Now, that we’ve got some terms and their definitions behind us, just what are the key benefits of doing/uses of keyword research? Keyword research can be used to:

  1. This one you’ve hopefully got down by now — Optimize your website for search (SEO), and therefore, improve how high up in search engine results a listing with a link to your website or social media presence (an organic vs. paid advertisement listing) appears for high-volume, relevant keywords entered in a search engine by your target audience(s).
  2. Inform an integrated marketing plan for one or several of your products and services by providing information on whether or not a sizable number of individuals are actively searching to identify organizations that provide the types of products and services you offer. If individuals aren’t actively searching for certain products and services, then your marketing plan will need to include more “push” vs. “pull” tactics. For example, your organization would not want to invest money in paid search advertising that is presented to searchers searching on appropriate terms, but display advertising, a form of online advertising that allows you to target individuals with certain interests or who are reading about certain topics, might be effective as a means to create awareness of your particular product or service among appropriate target. Learn more.
  3. Determine if there are new products or services you should be offering. Sometimes, a review of keyword research lists can reveal unmet target audience needs and opportunities to offer a new product or service.
  4. Determine if there are certain products or services you should be focusing on or promoting more, based on what keywords and associated search volume reveal.
  5. Uncover topics that are of interest/important to target audiences to influence what you talk about in social media posts, blog posts, videos, or sales materials. For example, you may discover problems for which your target audiences may be seeking a solution that you hadn’t thought of, and you’ll want to call that out in marketing activities and sales literature.
  6. Support non-website tagging activities, for example, what keywords to use as “tags” when you add a video to your YouTube channel or to use as “hashtags” in social media posts. Learn more about video tagging. Learn more about using hashtags in social media.

One of our SEO services for which we’re most engaged is keyword research. Reach out for a complimentary phone discussion if you’re interested in learning more about how we can help you on that front.