Optimize Your Outdated Content for Higher Search Rankings

Optimize Your Outdated Content for Higher Search Rankings

Being a content creator can feel like the Indy 500. The gas pedal is on the floor, but it’s just left turn after left turn. And every time you lift your head and look around, you’re on the same oval track, unable to punch through the pack of cars keeping pace around you.   In the world of content creation, that unending oval track is the hunt for higher Google rankings. It’s maddening to feel like you’ve done everything right, but still find yourself unable to punch through to the top three spots on the search engine results.   Today, we’re going to talk about how you can optimize your old content to improve your SEO and get onto that racetrack’s podium. What Content Should You Update? “All of it” is definitely not the answer. You don’t have time for that.   Instead, look for content that is already ranking for a good keyword on the first page of search results — but not in the top three positions.   It may seem counterintuitive to focus on content that is already doing well, rather than on a blog post on page two or three. Here’s why it’s not. The jump in clicks that you’ll see by moving from position five to position three is significantly higher than the jump you’d see by moving from page three to page two.   The average click-through-rate (CTR) for a result in position one in search results is 34.2%. In position four, it’s 8.1%. By time you get to the second page of results, CTR is under 2%.   By getting from position...
The 7 Best Free SEO Tools for Small Business

The 7 Best Free SEO Tools for Small Business

As a small business owner, you probably know the value of SEO for getting more website traffic that you can convert to customers. So maybe you started with a little research, figuring you’d like to DIY your digital marketing efforts for a while and see what you can learn.   You checked out a few of the “big names” in SEO, and were immediately overwhelmed by the sheer volume of features that each site promised. Then you looked at the pricing and — no thank you!   Fortunately, there is a wide variety of free resources available, from Google’s own tools to third-party extensions that run right on your browser. Here are 7 of the best free SEO tools that you can use for keyword research, backlink tracking, and more. #1 Google Analytics Diving into Google Analytics can become a full-time job. But busy small business owners can benefit from this free tool, without becoming Analytics experts.   Once you have your website synced up to your Analytics account, you’ll be able to access data like users, sessions, bounce rate, and session duration. By tracking this information, you can see how your site content is performing over time.   You’ll also be able to see how you get your traffic — through social media, referrals from other sites, direct traffic, or organic search. You’ll get helpful data about what time of day your users are on your site — helpful for planning launches or desktop push notifications. You can even see what type of device your users are using. Maybe your site gets more mobile traffic than you thought,...
Why Every Single Small Business Needs Digital Marketing

Why Every Single Small Business Needs Digital Marketing

Digital marketing isn’t optional. The fact remains, though, that only 84% of businesses have a content marketing strategy as of early 2021. 16% don’t. If you’re one of the people who has put off digital marketing or done it haphazardly, it’s time to get serious about it. You may have claimed your Google My Business listing – and that counts as digital marketing. It’s also the bare minimum you can do. So, with that in mind, let’s talk about why every small business – including yours – needs digital marketing, and which marketing strategies we recommend. What is Digital Marketing?  Some small business owners don’t understand what digital marketing is and that’s part of the problem, so, let’s start with a definition. Digital marketing is the sum of any efforts you make to promote your business online. It may include: Email marketing Blogging Search engine advertising (PPC) Social media posting Social media advertising Business listings SEO Video marketing The key to making the most of digital marketing is choosing the strategies that are most likely to deliver the results you want. Target Local Keywords  The first thing you need to recognize is that in the world of digital marketing, everything is local. If you try to compete for the same keywords used by big corporations with huge marketing budgets, you’re going to lose. You’ll get far more bang for your buck if you think local. Local keywords should be a combination of industry-specific words that identify what your business does and local words that let people know where you are. For example, a dentist in Minneapolis might target words...
Your 90 Day Post Covid Marketing Roadmap

Your 90 Day Post Covid Marketing Roadmap

The first quarter of 2020 brought us an unprecedented situation with a global pandemic that shut down parts of the country and created economic uncertainty and record unemployment. For a lot of businesses, that meant taking a new approach to marketing.   Now, more than eight months into the pandemic, the road ahead is clearer than it was then. With multiple new vaccines announced and an end in sight, we still have a rough road ahead in many ways.   So… the big questions are:   What will businesses be doing to get back on track? What will the new normal look like? What are the ideal first steps (in the next 90 days) to set your business up for success?   With that in mind, I have some thoughts on what you can and should do in the next 90 days to get (and keep) your business on track for success. Audit Your Marketing Plan The first thing I suggest is a thorough audit of your marketing plan. A lot of companies hit the pause button — or drastically reduced their marketing spending — when the pandemic hit. For obvious reasons, that’s not a long-term strategy.   I suggest creating a short-term plan that takes the current climate into consideration, and then mapping out some long-term plans as the situation evolves. With COVID cases spiking in the final quarter of 2020, we’re not in the “after” yet — but it’s getting closer every day.   Evaluate Your SEO   In the early days of the pandemic, you may have been reluctant to drastically rethink your SEO, both on...
Why Small Businesses Should Outsource Their SEO

Why Small Businesses Should Outsource Their SEO

Target on Success, Not Search Engines SEO Rules are Regularly Transforming SEO has existed longer than most digital marketing forms, so it only makes sense that small business owners would think they could learn the trade secrets. Sadly, this mistake is made way too often. Google and other search engines consistently change their search algorithms in an effort to return the best results. It is usually only SEO professionals who are constantly on top of these changes, so hiring someone to consistently keep up with these changes is ideal. Allows Focus on Business Achievements Organizations in different industries are good at different things. You would not expect McDonald’s to venture into shipping and receiving just because they need it for their enterprise. If they did, it would only get in their way of doing what they do best. This is true for any corporation using SEO services. By hiring gurus to handle this, they are able to focus on getting the real job done and keeping customers happy. Marketing professionals also specialize in certain industries allowing you to feel comfortable handing off your marketing to an expert. Superior Tools of the Trade While you could try handling your own SEO and using Google Analytics to keep track, you will only be damaging your small business. This is because SEO professionals typically have far superior instruments to make sure the job is getting done. You could attempt to use these tools yourself, but it could end up costing immeasurable time and money to master. Seo is a necessity for all corporations. This online tool equates to offline success, so it...
How Local Companies Benefit From Ad Retargeting

How Local Companies Benefit From Ad Retargeting

As it turns out, branded searches increased a full 1,046 percent in one study as a consequence of ad retargeting implementation. This makes it an effective marketing tool to boost brand recognition. Potential for Pinpoint Targeting At times, it is not easy to know who will see the ads you are running. With ad retargeting, however, your ads will certainly reach the right people. The reason being that you have customers see targeted ads based on the web pages they have visited previously. So if a shopper visited your web page devoted to fleet vehicles, they can see ads directed at that. If, in contrast, they were on your page for consulting, you can show them an ad more specific to that customer’s needs. Completed Orders A number of consumers begin the checkout process on company websites but do not finish. Of the consumers that don’t complete this process, only 8 percent will return to finish checkout. With ad retargeting, though, this number jumps to 26 percent. Obviously worth the investment. Branded Searches Expand Every business enterprise hopes that SEO will effectively bring in tons of new clients thanks to focused keywords. A substantial source of revenue, however, also comes from individuals searching for a specific company by name. Ad retargeting increases this likelihood. So a combination of these tools will boost sales. In fact, one analysis showed a 1,046 percent increase in branded searches after implementing ad retargeting. So even in the short run, this marketing device greatly increases brand awareness. Ad retargeting may be one of the most misunderstood varieties of marketing out there. In fact, many local...