Your guide to hiring a Dedicated SEO vs. Outsource your Services

The factors that play role in a successful SEO keep evolving that requires a multi-facet strategy involving different talents, different departments and more in it. Depending on these factors, you have to decide whether to set up an in-house SEO department or outsource your services to an SEO company.

SEO Process

To be more effective, SEO team has to interact with the editorial team for getting content written with focus on SEO needs. They have to work with web designing department and make sure that the website design has incorporated all SEO focused factors in it. They have to work with social media department and others to make sure that everything is search engine friendly. At this point of time, you have to think if you can leave the job to an outside agency or is it better to have a full-time SEO staff whose job is to address only your company’s needs.

How Quickly Does SEO Evolve?

SEO evolves so quickly and incredibly. What was considered ethical under SEO a few years ago is now coming under gray or even black hat search engine optimization technique. Google has made these techniques evolved so drastically over the last few years and these changes have become devastating for online market. Even experts have made so many statements about this ever-changing and unstable nature of online marketing and challenges caused by this in the online business industry.

What Were the Google Panda and Penguin Updates Designed to Do?

Every year, Google implements around 500 updates. The largest and most-discussed changes are Panda updates and Penguin updates launched in 2011 and 2012 respectively. SEO experts as well as online websites always experience disappointing changes, gains and losses implemented through these changes.

The purpose of Google’s Panda update is to penalize those sites that do not provide any useful service or product to the end users.  These sites usually have spam links spread all over the internet, duplicate content on their site and blog. The end results of Panda update were good for those who are involved in good SEO practices, relevant and original content and avoid black hat techniques.

Next, the Penguin update of Google decreased the rankings for sites that violated the existing Google guidelines. Google penalized those sites that used excessive black hat techniques and used outgoing links to irrelevant content on their web pages. With time, many other changes like, Adwords Shake-up, RankBrain, Mobile-friendly 2 and the changes are uncountable.

When you search for the term “SEO Services”, you will get millions of results. Finding a reliable and genuine SEO firm is really difficult. Many SEO companies guarantee top ranking for your website. Never get tempted by the word “guaranteed”; this word has a devastating history. Regardless of whether you hire a full time staff dedicated SEO staff or outsource your services to another company, make sure that they are updated according to Google’s guidelines and don’t use black hat techniques. Apart from that, they must understand the role of social media integration with SEO. You need to have a full control of what is going on with your website’s SEO performance and keep checking on the activities of your SEO professionals.

Summary

SEO department has to interact with many businesses, departments, sites and people. Keeping this in mind, you have to decide are you better off hiring a dedicate SEO specialist or outsourcing your services.

 

 

 

 

Ad Extensions and their Importance

The primary objective of Ad-words is to provide customers with useful information. For this purpose, Ad-words use ad extensions. Ad extensions usually include phone numbers, location details, information about additional products and services, etc.

To setup Ad-words is easy and it does not cost a penny extra.  By using Ad-words, you can expect a boost in the click-through rate. Ad-words help in projecting your ad so that they stand out from the rest and get more clicks. You can hire the services of a PPC reseller agency to ensure maximum benefits to your ad campaign.

PPC-Management

Few Ad Extensions and Their Importance

Site-link Extensions: A Site-link extension is a form of ad extension which provides opportunity for advertisers to show a list of links. These links when clicked by customers will take them directly to the internal website of the advertiser. Customers usually find this information to be useful.

These Sitelink Extensions make your ad look bigger and allow you to occupy more space in SERP. They also help to provide more exposure to potential customers. Another advantage of sitelinks is that it provides customers with valuable information with a fewer clicks and thus less work for them.

To add sitelinks is easy. Select your campaign and then click on the Ad Extensions tab. Now from the View > drop down menu, select the option “Sitelink Extensions”.

By clicking on the “+New Sitelink” button, you can add new sitelinks. The link headline and destination URL should be set up.  You can create 2 to 6 sitelink extensions in your ad campaign. Sticking to an even number is good as it allows keeping the format neatly.

Call Extensions: If you business depends a lot on phone calls for obtaining leads, then including call extensions in your ad campaign is a good option. AdWords do not allow adding phone numbers directly to the ad campaign. Using call extensions, you can easily add a phone number to your ad text. You can also do additional optimization by scheduling a specific time during the day when you need to run them.

To set up call extensions is simple. From the View drop down menu, select the option “Call Extensions”. The next step is to enter your business telephone number. That’s it.

Google forwarding is a key feature that you can set up in Call Extensions. A unique number is provided by Google. You can then use this forwarding number to track the calls received from AdWords.  This tracking facility provided by Google is a powerful feature. The downside of this exciting feature is that Google knows when customers are calling this number so that they can charge from you. But still it is worth a try.

Location Extensions: If you wish to list your business address in your ads, you need the location extensions. You can get your address displayed in your ads in two ways. For those who have a “Google My Business” account, creating a link to that will allow ads to draw information from it. If you do not have a “Google My Account”, you have to manually enter the address in your ads.

For adding location extensions, go to View drop down menu and then select the option “Location Extensions”. For those who have Google My Account, link your account by clicking Addresses and then selecting the correct account to your ad campaign. For others, select the option “Manually Entered Address” and then click on +New extension. Now, enter the relevant business information and then apply this to your ad campaign.

Conclusion

Ad extensions are really useful in providing useful information to customers. A PPC reseller can help you choose the right ad extensions to suit your business goals. When correctly added to your ad campaign, it can generate a lot of quality feedback. A PPC reseller can also help you devise the right techniques to implement the extensions correctly.

How to Deal with the Rising Costs of Branded CPC’s

A lot of talk is going on about the sudden decline in the price of Google CPC and the factors causing the decline in the price in the last few quarters. Some people have attributed the reason for the decline as the rise in the popularity of mobile whereas others have come up with the sudden rise of YouTube as the reason for the decline. Whatever be the reason, the price of CPC is has been coming down in the last 11 quarters.

PPC-Management

At one end as the price of Google CPC is coming down, the price of branded CPC is on the rise. As an experienced PPC Reseller, we should look at how we can deal with the rising cost of branded CPC’s.

Changes are taking place. The use of mobile has increased quite drastically and the quality of landing page has improved over the years. Google built their business model with the impression that it is raising the floor to drive results. But, it is more risky than rewarding. As the condition is changing, and dealing with the changing condition is a big question.

Tips for Dealing with the Price Rise

  1. Quality Score Review: Most of you never spend time in reviewing their quality score and the factors that influence the quality score. Everyone takes it for granted and does not give any importance to optimization based on the quality score. With the help of a PPC Reseller, you may be able to have a close look at what is happening. You can see that when the quality score drops, CPC starts to increase. So if you wanted to keep the CPC down, you should spend some time to improve the quality score. When the quality score starts increasing, CPC will automatically come down and this trend is likely to continue.
  2. Consider your Competitors: The popularity of online advertisement is on the rise. Even though the price of Google CPCs has come down drastically in the last few quarters, you can see that the revenue it has been generating from advertisements is increasing. The reasons for the growth in revenue are factors like rise in user behavior, entry of competitors into the market, small business and big brands that haven’t played in the paid space.

Looking at the competition that is prevailing in the market will help you understand how your data points have performed.

  1. Optimization of Bid: Most brands and advertisers consider their brand to be no 1. This thought needs to be challenged. Closer bid is considered as valuable for branded keywords. When your ranking goes up and your CPC decreases, does that mean incremental traffic is worth the increase in cost? As a brand owner, you must try to become more efficient and draw value of the high click-through-rate.

Conclusion

The value of branded CPC is on the rise and it is our responsibility to play it safe. With the help of a PPC freelancer, we have to make the optimizations for dealing with the rise in cost of CPC.

Enhance Quality score with 5 simple steps

Quality Score is a value employed by key PPC platforms like Google AdWords, Bing Ads, and the likes and aids in determining the suitability of Promotions displayed in the search results, its position, and the amount to be paid by the advertiser.

As the Quality score increases, the advertiser is made to pay less in clicks when compared to competitors on that keyword. Easy enough, however, there are influences to consider when analyzing QS.

Adwords

Quality Scores are rated by a range of 1 to 10. A keyword with a Quality Score of 7 or more is said to be beyond average. When the keyword’s QS is small (2 or less), the ad may not be considered eligible. For promoters who do not plan to spend much, it is essential to target QS to drop its cost so that the ROI can increase.

While understanding and enhancing for QS can appear convoluted, the following are five easy stages to target in your PPC account to improve your QS, cut costs, advance your ad position and enhance the performance of the PPC promotions.

  1. Account structure

Establishing an efficient and methodical account structure is the major element of your quality scores. Making sure that ad categories and promotions are structured into closely related titles of keywords will serve as a basis for solid QS.

  1. Keyword/ad copy/landing page relevance

In improving quality score, ask yourself these questions. Do the keywords apply to the correlating ad copy? Does the ad copy correspond with the materials on the landing? The keywords you are focusing on should correspond with the correlating ads. The result is that the ads will point guests to a web page which correlates with their search query.

Platforms such as AdWords place importance on correlations within the keywords, ad copy, and landing pages. Doing this will not just increase you QS, your conversion rate will also be affected positively as well.

Platforms like AdWords value a high degree of relevancy between your keywords, ad copy, and landing pages. This will not only help improve your QS, but will help improve your conversion rate as well.

It’s important to follow best practices for PPC landing page user experience when optimizing your QS. Keywords and ad copy text should be reflected in the first content a visitor sees when entering your landing page. Content should be clear, useful, and engaging for the user.

  1. Make landing page memorable

In the process of enhancing your QS, ensure that your PPC outsourcing manager stick with the recommended actions of making user’s visits memorable on your PPC landing pages. The content that is shown to visitors should visibly present your keywords ads text. Unique and informational are qualities that your content must have. The landing page should address the queries which the visitors searched for. You should also make sure that the desired action is visible from the second they get to the page. That may be a buy, form completion, etc. Find out what better suits your audience.

  1. Clickthrough rate

When allocating Quality scores, the projected clickthrough rates (CTRs) are considered. As it is, keywords with high CTRs will have a high Quality score, which is why enhancing CTR is important for anyone aiming for high QS. By asking for exact and phrase match keywords before attempting to expand focus to an overall match, you can focus properly on your keywords. Using an expanded match adjusters can also improve the control and make sure that ads are not prompted by the wrong search queries.

Focusing on a strong keyword is a good beginning. If you have a strong keyword list, then you should target ad copywriting.

  1. Keyword research

You should always watch out for the latest and high quality keywords to bid for as a constant PPC promoter. Keywords are a crucial element to your campaign and your choices will either make or mar the results of your PPC promotions.

Enhancing Quality scores may appear stressful initially. However, your decisions and adjustments can affect your results positively. While using it as a lone performance indicator isn’t advisable, QS can aid in evaluating correlations and the overall performance of your PPC profile and should therefore be watched closely.

 

Google kills Right Hand Side Ads: what does this mean for marketers and users?

As we all know that Google has removed the right side ads from its search bar globally. What this change will bring towards the marketers and resellers? Some people say that showing ads on the right side of SERP will become more expensive and you will have to pay some extra if you want to show your ads on the right side.

Adwords

Four ads on the right side of SERP have now shifted towards the main searches. Now ads show above the search links. To understand this we have taken the suggestion of some SEO experts and you may get an idea on why Google has done so.

Is this way Google will generate more revenue?

The clear answer is income and I’m sure that is a major factor of course. But I think it’s probably a balance between this, and an even more modern, perhaps centered, search experience which reflects mobile vs. desktop and gadget results. Ultimately changes such as this have to be beneficial to the search experience, otherwise, Google ultimately ends up going after short-term earnings rather than long term market share.

Thus not content with the existing 2 or 3 adverts, plus the Google shopping results, plus any other self-promoting comparison widget they put up, Google in the wisdom has decided to expand the real house of PPC in the key almost all the Search page results at the expense of an organic and natural spot.

How will this affect organic search?

We may be able to of course panic and bemoan the death of above-the-fold organic and natural SERPs but this may well not necessarily be the circumstance. With the rise of ad blockers, whatever anybody is performing with their advertising can potentially become irrelevant.

Hoping the worst thing would be, site owners and SEOs must do what they have always been doing – compete against paid ads. If you ranking for a commercially significant keyword be sure to do everything in your power to make your organic and natural position stand out – meta tag optimization, Schema and other options suited to your unique site. Ads will evolve, becoming more interactive and how it looks attractive – this means you mustn’t be left in the back of.

Irrespective of my moaning, and hankering for the good old times, I think it makes things quite interesting for SEO. The extra PPC spot is expected to be for superior conditions (for now). These types of conditions are highly expensive every click, so it’s to the white label ppc vendors to determine whether the top place is worth it, or whether it would be an interesting bidding conflict to lose and then to vie for the organic and natural spot above the fold.

A good strategy would be to force organic and natural and take a lower PPC position. With the right tracking tool, alerts can be applied on organic and natural positions to respond accordingly for the bidding process. This blended search way will be won by the most competent, well-equipped digital teams.