Woorank and Linkbuilding

 

This week we focused on Linkbuilding and learning how to “read” the information in Google Analytics (GA) so we can improve our site and understand what our customers want.

Linkbuilding is an interesting topic for anyone that wants to grow a business or even a blog. To have others link your site you can use a few sources that will build incoming links naturally, some are:

 

  • Directories – Professional organizations, online communities and forums, business directories, etc. can all potentially provide good links to your site.
  • Blogs
  • Create some link bait – Make sure your content is so fascinating or funny that people will want to tell others about it. This is the ultimate for building naturally growing incoming links, but of course hard to do.

One of the many uses of Google Analytics is seeing who is linking your business and
use this information to build relationships with others. Here is a video that explains the different ways in which you can use Analytics to grow and improve your business:

 

WooRank

Another interesting tool that we used this week is WooRank. “WooRank generates instant website reviews that offer a ton of valuable data combined with a list of comprehensive tasks; helping businesses and online marketers achieve higher search engine rankings, convert more visitors into customers, keep track of their competitors and get more return on their digital marketing investments.”

By using this tool I was able to learn what changes I needed to make in my site to make it more friendly and rank better in google search results. I absolutely recommend it!

Advertisements

Social Media

This week we learned how to use Social Media to improve our business. We read an article that I though was very helpful to understand social media marketing and gave a better idea of the approach that I can take when using social media.

In Wikipedia there is a complete article about it: https://en.wikipedia.org/wiki/Social_media_marketing

My favorite part about it explains the difference between an active strategy and a passive one:

Active: Social media can be used to target very specific audiences with social media influencers and social media personalities.
Facebook and LinkedIn are leading social media platforms where users can hyper-target their ads. Hypertargeting not only uses public profile information but also information users submit but hide from others.There are several examples of firms initiating some form of online dialog with the public to foster relations with customers.

Passive: Social media can be a useful source of market information and a way to hear customer perspectives. Blogs, content communities, and forums are platforms where individuals share their reviews and recommendations of brands, products, and services. Businesses are able to tap and analyze the customer voices and feedback generated in social media for marketing purposes; in this sense the social media is a relatively inexpensive source of market intelligence which can be used by marketers and managers to track and respond to consumer-identified problems and detect market opportunities.

We also learned about the importance of participating in the community and creating a network, not just creating a fan page in Facebook but actually use it to listen and socialize with the audience.

Measuring results is also an important aspect when using social media, because it is what allow us to see if our content/site/add is having the desire impact. With Google Analytics is possible to do this. Here is a video that explains it in detail:

 

Other useful links:

http://www.toprankblog.com/2010/07/4-social-seo-success/

 

http://www.toprankblog.com/2009/08/social-media-optimization-redux/

http://www.socialmediaexaminer.com/7-steps-for-a-successful-social-media-strategy/

https://blog.hubspot.com/blog/tabid/6307/bid/6049/Must-Watch-12-Awesome-Social-Media-Tutorials.aspx#sm.0000tohrdh33ffp5w4b213laemr4x

Site Optimization and Basic SEO

 

This week we learned about site optimixation and Basic SEO.

Here are some useful ideas to have into account when improving the landing page of our site (the page that it will show in the Ad):

1. Feature in the site what is promised in the Ad.

2. Make navigation easy, so that people can find quckly what they are looking for.

3. Include a call to action, this lets the potential customers know what they should do next.

4. Offer relevant, useful and original content.

5. Promote transparency and foster trustworthiness on your site: Openly share nformation about your business and clearly state what your business does. Explain your products or services before asking visitors to fill out forms. Make it easy for visitors to find your contact information.

6. Be fast—decrease your landing page loading time

7. Make your site mobile-friendly

There are several resources from Google that you can use to improve your landing page, you can find some of them here: https://support.google.com/analytics/answer/1745210?hl=en&topic=1745207&ctx=topic

Basic SEO

Some of the things that you can do to start your SEO campaign are:

1. Include images that have the alt text and title.

2. Rename the pictures with embedded keywords to help the SEO

3. Make your site user friendly.

4. Bakclinks: Have your site linked in other’s sites, and if they are well known sites even better.

5. Use your keywords in your site and as much as possible.

6. Make good use of social media to promote your content and services.

For more information on this subject:

https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

 

I started an Adwords campaign!

This week as part of project 3 we had to start our Adwords campaign that needed to have at least one ad group, two ads and at least ten keywords. Even though it was very difficult to get the campaign working (my ads weren’t approved at first) it was very interesting to actually start working with Adwords and Analytics.

After having made my campaign we started measuring the conversions in the site and the ROI (return on investment). I found all the information about ROI extremely interesting because it was a concept completely new to me. One of the thing that I learned was how to calculate the ROI of my products:

“ROI is the ratio of your net profit to your costs. It’s typically the most important measurement for an advertiser because it’s based on your specific advertising goals and shows the real effect your advertising efforts have on your business. The exact method you use to calculate ROI depends upon the goals of your campaign.

One way to define ROI is:

 (Revenue – Cost of goods sold) / Cost of goods sold

Let’s say you have a product that costs $100 to produce, and sells for $200. You sell 6 of these products as a result of advertising them on AdWords, so your total cost is $600 and your total sales is $1200. Let’s say your AdWords costs are $200, for a total cost of $800. Your ROI is:

($1200 – $800) / $800

= $400 / $800

= 50%

In this example, you’re earning a 50% return on investment. For every $1 you spend, you get $1.50 back.”

After that we were asked to review the performance of our campaign which was also very difficult to do because my Ads didn’t seem to work. I think that setting up the ads is the easy part, having google approve them is a little tricky.

Nevertheless, I learned a lot from our discussion boards. Seeing what keywords they deleted or added gave me an idea of what I should be doing. Also, I realized that I hadn’t included negative keywords so I searched for information about this and decided to include the word “free” as a negative keyword.

What I like about the discussion boards is that we can see different projects taking shape and learn from them. For example, I have a classmate that uses free tutorials to attract customers so in her case, “free tutorials”, is one of the keywords that she is going to use.

Quality Score

This week we learned about how to improve our Quality Score. First of all is important to know that there are three factors that determine our Quality Score:

  • Expected click through rate: A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad’s position, extensions, and other ad formats that may affect the visibility of your ads.
  • Ad relevance: A keyword status that measures how closely related your keyword is to your ads.
  • Landing page experience: A measure that AdWords uses to estimate how relevant and useful your website’s landing page will be to people who click your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person’s search terms.

In order to improve the quality of our Ads we need to consider the following:

1. Create very specific ad groups (Each ad group within your campaign should focus on a single product or service so that your ads appear more relevant to customers.)

2. Choose your keywords carefully (Include specific keywords that directly relate to the specific theme of your ad group and landing page.)

3. Include keywords in your ad text

4. Create simple, enticing ads

5. Use a strong call-to-action

6. Test out multiple ads

7. Regularly review your campaign performance (Test and tweak your campaigns to get the results you want. Review your ad performance to help figure out the best ways to achieve your goals. As you watch your ads over time, you might notice changes to your click through rate or conversion rate.)

We were also given an assignment that was very useful to help us understand how to improve the quality score. Our professor showed us a Keyword and an ad, and our job was find ways to improve the keyword’s quality score.

I suggested that the landing page should be more related to the particular service being offered in order to make it more relevant to the customers. My classmates came up with a lot of really good ideas as well, here are some of my favorites:

  • Incorporate your keyword in the body text and in the pictures and graphics alt text.
  • Adding a call to action in the Ad.
  • Improving the Website (in particular the mobile version or even making a “Parallax one page website that has everything a customer needs to know on one page.”

 

 

Source: https://support.google.com/adwords/answer/7050591

 

Ads and Ad Groups

This week we learned an important part of business: the right way of advertising our product/service online. Part of the lesson consisted on learning how to create an Text Ad and the other part on how to organize our account so our Ads are more effective.

Tips to Create a Successful Ad

  1. Highlight what makes you unique
  2. Include prices promotions and  exclusives
  3. Empower customers to take action
  4. Include at least one of your keywords
  5. Match your ad to your landing page
  6. Appeal to customers on mobile
  7. Experiment: Create three to four ads for each ad group, and use different messages for each to see which does the best. AdWords rotates ads automatically to show the best-performing ads more often. Learn more about ad rotation.
  8. Check for common ad text mistakes: (In order to make sure all AdWords ads are high quality, every ad must meet high professional and editorial standards. That means no extra spaces, sTrAnGe CAPITALIZATION, or unclear URLs, to name a few.
    The following information only applies to standard text ads. To learn more about expanded text ads and get tips on how to write them, visit our guide)

Account Organization

The best way to keep your account organized is to create Ad Groups. Which basically means to put each keyword related to the same product/service in the same group. This way you can have as many groups as you need and re invest the money in them as you think best.

I think this is a great way to keep a control over your money, a clear perspective on what is going on in your business, and the changes you need to make to increase your sales.

Here is more information about what type of Ads are allowed and how to make your Text Ad the best:

https://support.google.com/adwordspolicy/answer/6008942?hl=en&guide=1316546&rd=3

https://support.google.com/adwords/topic/3119117?visit_id=undefined&hl=en&rd=1

 

 

 

 

Creating AdWords Campaign and Learning about Keywords

This week we learned how to create an Adwords campaign. The official site has great information about how to set up the account, and learning about creating a campaign, some important question that you should ask yourself are:

  • Which locations will you advertise your product in?
  • What devices will you include?
  • Automatic bidding or manual bidding?
  • What is your daily budget for your campaign?

When it comes to the keywords you need to use is important that you follow this basic steps:

  1. Think like a customer
  2. Select specific keywords to target specific clients
  3. Select general keywords to reach more people (but not too many, otherwise you’ll get a lot of traffic but no clients)
  4. Group similar words into ad groups
  5. Pick the right number of keywords (2-3)
  6. Choose keywords that relate to the websites or apps your customers see.

I think these steps are very helpful to determine whether a word is good or not. Another excellent tip is to use negative keywords (words that let you exclude search terms from your campaigns).

Here is a video that explains everything perfectly: https://www.youtube.com/watch?v=zFeOCCRpk8s