So an Internet user clicked your ad. While that’s definitely cause for a celebratory mini-dance party at your desk, you need deeper information than just knowing that someone clicked your ad to help you decipher why they clicked your ad- were they ready to purchase? Researching your product for the first time? Or did their cat unexpectedly jump on the keyboard and they accidentally clicked your ad as they grabbed their coffee cup to stop it from spilling on the keyboard? That’s where conversion tracking in AdWords comes in. Conversion tracking shows you what happens after a customer clicks your ads. “Conversion” in this sense means any type of customer activity that has value to your business, whether it’s a purchase, a phone call, an app download, or a newsletter signup. Here’s why you should take full advantage of conversion tracking in AdWords. Continue reading “Why Should I Use Conversion Tracking in AdWords?”
If you read the title of this article at all, you can probably guess that C is the correct answer. But surprisingly, about 80% of website traffic from paid search is sent to an existing website page, whether it’s the home page, a registration page, a shopping cart page, or a product detail page. That’s a waste of your money. Here’s why. Continue reading “Why Do I Need Landing Pages for PPC?”
When Supreme Court Justice Potter Stewart famously said “[It’s hard to define]. But I know it when I see it,” he probably wasn’t talking about the best length of a blog post- but he might as well have been. The debate over the best length for a blog post ranges far and wide across the Internet, so here, we’ll break down the various arguments over how long blog posts should be and what you need to know when planning the length of your blog post. Continue reading “The Great Length Debate: How Long Should A Blog Post Be?”
As the smartest digital marketer you know, you’re well aware that there are plenty of good reasons to learn how to blog for SEO. Not to mention, many people read blogs before they read the daily newspaper: as of 2010, 46% of people read blogs more than once a day, and WordPress claims that over 409 million people view more than 17.8 million of their pages each month. But have you realized how blogging can boost your local SEO? Just in case you haven’t, here are four reasons that blogging can improve your local SEO- plus a little pep talk for inspiration at the end. Continue reading “Why Blogging Is Crucial for Your Local SEO Strategy”
For beginner SEOs- or, let’s admit, even some old-hat SEOs- keeping track of each of Google’s algorithm updates is an overwhelming task. In fact, Google changes its algorithm around 500-600 times each year– but luckily for us, most of those are minor changes. However, every now and then Google gives us a big algorithmic update that shakes up the way they rank search results, and that’s when SEOs get all in a tizzy (a technical, industry term for “frantically work to understand how the new algorithm impacts rankings”). You need a cheat sheet, and here it is- your guide to Panda, Penguin, and Hummingbird Google updates, in 140 characters or less (plus a little extra knowledge for when you need more information). Continue reading “It’s a Jungle Out There: Your Guide to Panda, Penguin, and Hummingbird”
Among social media users, Pinterest has a reputation. It’s a place for brides-to-be to plan their dream weddings, for aspiring chefs to find new recipes, for fashion mavens to show off their daily outfits, even for teachers to get ideas for decorating their classrooms. In a nutshell, it’s as an aspirational site for people interested in lifestyle, fashion, decor, and culinary arts- not exactly the kind of site you might thinking of when considering your digital marketing strategy, especially if your brand is outside of the aforementioned industries. The thing is, if you’re ignoring Pinterest, you’re potentially missing out on an effective way to improve your search engine rankings, no matter what kind of business you’re in. Here’s an in-depth look at how to use Pinterest for SEO – and the best Pinterest SEO tips to get you started.
How Pinterest Helps Your SEO
There are a few key ways that Pinterest improves your SEO. First, you get more chances to appear in the search engine ranking pages. You’ll also get more links from Pinterest; even though these are “nofollow” links, a strong Pinterest board will inspire people to click through to your site. And similar to YouTube, Pinterest is a giant search engine; your business might have an easier time ranking near the top of a Pinterest search than a Google search. Images from Pinterest also show up in Google and Bing image searches. Finally, the social signals you get from Pinterest might influence your search engine rankings. For e-commerce businesses, Pinterest also helps improve your bottom line. With an estimated 40 million monthly active users, Pinterest is as an aspirational site people use to build visions of who they want to be in the future. 70% of people on Pinterest use it to get inspiration on what to buy, compared to only 17% of Facebook users. Pinterest also represented 17.4% of social media revenue for e-commerce websites in April 2012. Using Pinterest gives your business the opportunity to show off your products and sell them- but first, your customers need to be able to find you. Here are some Pinterest SEO tips to guide your customers to your products through Pinterest:
Set Up for Success
First, set up your Pinterest profile to be easily found by search engines. Create a Business account, using your business’ name in the account name and user name, and use your target keywords in the “About” section of your business description (but make sure it’s readable). Verify your account and make sure that your boards are set to be visible to search engines; this option is in your account settings under “Search Privacy,” and your settings should indicate “no” next to “Keep search engines (ex: Google) from showing your Pinterest profile in search results.” Fill out your Profile Info completely, including your website to increase links and your location in the “About” section to improve your local SEO.
Use Your Keywords in Board Names, Board Descriptions, Pin Descriptions, and Image Alt Text
Pinterest gives you tons of opportunities to use your target keywords, and you should take advantage of that. Name your boards according to your target keywords, but make the board names unique from Pinterest’s default titles. For example, instead of “For the Home,” try “Modern Kitchen Design for Chicago Homes.” Pinterest board and pin descriptions can be up to 500 characters, giving you plenty of room to describe your work colorfully using your target keywords. Research has shown that descriptions of about 200-300 characters are the most repinnable; use this space to write in your users’ voice, add links to the original product or content, and possibly add tips about product process or care. Finally, don’t neglect your alt text. Instead of naming your images “file001.jpg”, go for something like “modern-Chicago-kitchen-lighting.jpg”; a search engine will be able to understand that much easier.
Use Rich Pins
Rich Pins include extra information about the Pin for pins about movies, recipes, articles, products, and places. Place Pins can boost your local SEO by including a map, address, and phone number. Article Pins include the headline, author, and story description, while Recipe Pins include ingredients, cooking times, and serving info, along with the ability to filter by food type (i.e., vegetarian). Movie Pins include ratings, cast members, and reviews. Most importantly for e-commerce businesses, Product Pins include real time pricing, availability, and where to buy; users can also get notified when Product Pins they’ve added have lowered in price. Pins with prices get 36% more likes than pins with no prices, so even if you don’t use Product Pins, include the price in your description or Photoshop it onto the image itself.
Link Back to Your Site
As mentioned before, it’s true that Pinterest now has a “nofollow” rule, meaning that a repin won’t improve your link juice. However, you still want pinners to be able to click on your pin and be directed to your product page. Use the full URL when setting up your link, and link to specific products or landing pages on your site. More clicks through to your site will improve your search engine rankings.
Hashtags on Pinterest let you categorize your pins so that other users can easily search for and find your content. Use up to three hashtags to avoid looking spammy, and make them very specific to your target audience. Use your hashtags in a sentence instead of just on their own so that they’re readable for your audience.
Target Long Tail Keywords
We know the importance of targeting long tail keywords for SEO strategy, but you can also use them in Pinterest descriptions as a way to stand out from the crowd. Specifically, target long tail keywords that include your location, how someone might use your product or service, and your audience.
Install Pin It Buttons
Add a Pin It button to your site so that users can easily pin things directly from your site to their Pinterest boards. This will help your SEO since it promotes sharing.
Utilize Pinterest Analytics
Pinterest offers you their own analytics to help you adjust your Pinterest strategy. Their analytics show you what Pins and boards resonate most with your audience, what people pin from your website, who your Pinterest audience is, what devices people use to Pin your content, and how adding the Pin It button to your website leads to referral traffic from Pinterest. Monitor your data and use it to track your goal progress; you can also measure your Pinterest progress using Google Analytics. Using Pinterest for SEO is an effective way to expose your site and your products or services to a huge audience that’s interested in purchasing your product. With these SEO for Pinterest tips, you can make it easy for your customers to find your site and make a conversion.
Your first foray into the field of SEO can be an intimidating thing. Confusing acronyms, realizing that “crawling” isn’t always referring to what comes before walking, and learning the differences between Panda, Penguin, and Hummingbird updates without going to the zoo- it’s a different language than what many of us are used to, and it’s scary trying to jump right in. Luckily, there are tons of guides, resources, and SEO tutorials for beginners out there to act as training wheels while you learn the ins and outs of SEO. Here are some of the most helpful SEO guides for beginners: Continue reading “How to Teach Yourself SEO”
Recently, one of our clients asked us about how to best use keywords in page headings and subheadings. They were worried that they weren’t using enough keywords in their headings, but at the same time, they knew that “keyword stuffing” in headings could backfire. Just like Goldilocks, they needed to find a balance that was juuuuuust right. When strategizing how to best use keywords in headings, we have a few best practices that we follow so that your headings are optimized for on page SEO: Continue reading “How to Add Keywords to Headings for On-page SEO Success”
I’m not ready to admit it either, but fall is right around the corner. Before you know it, the leaves will be changing colors, you’ll be swapping out short sleeves for fleece pullovers, and pumpkin-flavored everything will be overwhelming your senses. Going hand-in-hand with the fall season is back to school everything. Now, you may be a few years removed from heading to the nearest Office Deport with a school supply list in hand, but it’s still a great time to reevaluate your content marketing checklist and stock up on the latest supplies. Here are five of the best content marketing tools that should be in your backpack, so to speak: Continue reading “Back to School: Your Fall Checklist for Content Marketing Supplies”
One of the buzzy topics in digital marketing right now is about crafting your digital marketing strategy to your target audience- but how do you know what your target audience wants to see? Put yourself in their shoes by identifying the different buyer personas that make up your target customers, starting by asking yourself these ten buyer persona questions: Continue reading “How to Create a Buyer Persona: The 10 Questions You Need to Ask”