Tag Archive for: 2022 seo strategy

How To Improve Your Ad Campaigns

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Search Engine Marketing (SEM) is a valuable method to earning the coveted top spot on Search Engine Result Pages (SERPs). However, without a solid strategy, you will soon see underwhelming campaign results and ad spend issues.

Here are a few red flags to watch out for and some extra tips to help boost underperforming SEM campaigns:

Clicks are Few to None

If your SEM campaigns keywords aren’t relevant to a user’s search intent and where they are in their buyer’s journey, Google’s less likely to show your ads. Keyword research can help you target relevant keywords that satisfy Google and your users so they engage more with your ads.

Start your keyword research by using a keyword tool. If you use Google for your marketing needs, you can utilize Google Keywords. You can use the tool to discover new keywords, research keywords, and creating an advertising plan to share with your marketing team. The tool “cleans” your keywords by removing unnecessary characters and duplicates, groups keywords by campaigns, and more.

Poor Performance Tracking

If you want to measure the success of your SEM strategy, tracking your keywords’ positions can help you do that. If a competitor starts targeting or ranking for the same keywords as you, tracking their positions can alert you. Tracking relevant campaign KPIs helps you understand the following:

  • Keyword performance: Successful ad campaigns hinge on finding the right keywords. If the target keywords you’re using aren’t driving relevant traffic, you can quickly change them.
  • Media and content types your audience resonates with: By A/B testing campaigns with different media and content types, you gain insight into which media types drive engagement and help boost conversions.
  • Audience behavior: You can analyze audience behavior and tell which parts of your ad campaign your target audience is not engaging with.
  • Channel attribution: This enables you to focus more resources on these channels. Google Attribution is an excellent tool that can help.

Multi-Media Planning for Ad Campaigns

Media should be considered an integral part of your advertising campaigns. You can use different media types in the same campaign to create a seamless customer experience. Using a combination of websites, text messages, and YouTube videos may help you achieve this goal.

If your ad campaign assets aren’t in sync across all platforms, your customer will become confused and your engagement and conversion rates will suffer. With the right tools, multi-media planning will be significantly easier. Ad campaigns are optimized to offer customers a positive CX as they move across different platforms on your buyer journey.

Last Thoughts

While the business world is increasingly competitive, you can still outperform your competitors and drive enough revenue-generating traffic to your business. By planning ahead and strategizing your ad campaigns, you can stay ahead of the curve and create a robust ad campaign strategy.

At Onimod Global, our talented digital team has unbeatable experience and expertise when it comes to all things SEO, expanding your social presence and digital marketing. Got questions about how to develop a digital marketing strategy for 2022 or want to learn more about us? Contact us here today.

How to Enhance Your SEO with Keywords

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If you don’t understand how to use keywords for search engine optimization (SEO), you’re losing business. Follow these suggestions and watch your website rise the ranks to the top of search-engine results. 

Keywords are words and phrases typed into search engines like google, to find information on a certain topic. Keywords are known as SEO keywords, keyphrases and search queries. While they may have different names, they all do the same thing. If you want to enhance your SEO, keywords are the way to go.

Here is what you need to know about keywords and how to use them in order to get your content ranking at the top of Google’s results.

What Are Keywords Known For?

Keywords are essentially the foundation of SEO and pay-for-click (PPC) in marketing campaigns. If you want to enhance your SEO, then ranking at the top of Google should be your number one priority. Having targets for a keyword can bring you quality website traffic that will generate into leads, and hopefully new clients.

If your marketing budget allows, invest in some pay-per-click ads to get your website organic results. With Google Ads, advertisers bid to appear at the top of search results for specific keywords. Keywords that signal someone is ready to buy could be good choices for a paid search campaign.

A good example would running an ad for a home appliances business. In that case, the keyword “washer for sale in Chicago” is a term that someone close to buying would search for. On the other hand, running a search like “best washers” is for someone just beginning their search on the buying cycle. Overall, it would be better to use an SEO keyword that would optimize a blog post around. 

How to Find Keywords for SEO

The keywords you choose can either improve your SEO or do the opposite. If you use keywords that are too competitive, you will have a hard time getting a good ranking in Google. If you optimize your website around keywords that your target audience does not search for you will end up with traffic that won’t generate the leads you want. If your business is new, you want to shift your focus to long-tail keywords. These are simply specific search terms with low search volume.

The benefits of using long-tail keywords is that it tends to convert at a much higher rate than high search volume terms do. This is due to people using long-tail keywords to buy something specific. Another good example of this would be using a keyword like, “Volkswagen Dealership in Chicago.” Its a specific keyword with a specific location.

Qualities of a Keyword

When doing keyword research, what are some of the things you pay attention to? These qualities say a lot about how your keywords will perform. The overall main qualities of a keyword should include the following:

  • Search Volume
  • Competition
  • Cost-per-click
  • Word Count

These 4 qualities all do different things for you in terms of keyword searches. Let’s break down what each one mean and how they can benefit your SEO strategy. 

  1. Search volume relates to the number of times a keyword is search in google each month. This helps you estimate how much traffic you can get if you rank keywords in Google.
  2. Competition relates to the more sought-after keywords that are likely used on many websites but you’re competing to be at the top, both organically and paid. A great way to take on this quality is by having keyword difficulty and competitive density. Keyword Difficulty helps you manage your SEO campaign, and Competitive Density helps you prioritize your advertising campaign.
  3. Cost-per-click shows you how much it costs an adversiter every time someone clicks on their ad after doing a keyword search. If you are planning an ad campaign, evaluating cost-per-click of your target keywords is essential when you’re trying to estimate how much the campaign will cost you.
  4. Word Count is the number of words that make up 1 keyword. If we go back to the example of “Volkswagen dealership in Chicago” that keyword would have the word count of four. Word count is a helpful way to narrow your research. The higher the word count, the more specific the search.

Last Thoughts

Keywords are extremely beneficial to anyone’s SEO strategy when used correctly. By following the steps above, you are putting yourself in a great position to outrank your competitors.

Onimod Global is your Chicago-based, in-house marketing team, your partner experts for specific marketing verticals or some nice balance in between. We excel in customer service and will teach you the most relevant and up-to-date digital marketing skills. From social media to SEO and paid search, you will have the tools to ensure your business succeeds online.

Have questions about creating your online presence and need help strategizing? Contact us here today.

Google Quality Standards

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Google released their search quality evaluator guidelines back in 2015, which has since then become available for every marketer out there. Today, these guidelines show how google looks at the web pages and how they rank content by high to low quality. Here’s what you need to know about EAT, YMYL, and beneficial purpose in 2022. 

Since its release, the guidelines have been updated 3 times, recently in October of 2021. It’s important to remember that search quality evaluator guidelines can only guide us to where we need and want to go. Think of it as more of a roadmap opposed to an answer key.

Beneficial Purpose

What is the concept of beneficial purpose and what does it mean for us marketers who handle SEO? Beneficial purpose essentially is the purpose of the internet – more importantly, the purpose of websites and web pages. Websites and their respected pages are created to help their users. 

By understanding the purpose of the page you’ll be able to better understand what criteria goes into evaluating that page for quality. The overall goal of this is to ensure that the page is created to help users. Here’s a couple examples of what a high quality “user-centered” web page should look like: 

  • Sharing information about a specific topic
  • Sharing personal/social information
  • Sharing photos, videos and other media
  • Expressing opinions or point of views
  • Entertaining users
  • Selling products or services

Overall, beneficial purpose plays an important role for your users. Your site and content should have some sort of ussr-focused purpose that benefits them at the end of the day.

YMYL: Your Money or Your Life Content

Your Money or Your Life content is the type of information that can directly impact the reader’s happiness, health, safety, or financial stability. When you create a YMYL page with bad advice or misinformation it can affect your users’ lives. Google takes content seriously when it comes to spreading bad advice. Here are a couple of examples of YMYL topics:

  • News and current events – advice and information on  business, politics, science, technology. It’s important to use your judgment and knowledge of your locale.
  • Civics, government, and law – advice and information over voting, government agencies, social services and legal issues.
  • Finance – financial advice and information over taxes, retirement planning, loans, banking, insurance.
  • Shopping – information about goods and services, essentially allowing people to make purchases online.
  • Health and Safety – advice and information about medical issues, drugs, and hospitals.
  • Groups of people – advice and information on groups of people such as race, ethnic origin, religion, disability, age, sexual orientation.

While there are many YMYL topics, the quality evaluators that google uses have to use their judgment to determine whether a page qualifies as YMYL content.

E-A-T: Expertise, Authoritativeness, Trustworthiness

Once a page has determined its beneficial purpose, its level of E-A-T is considered in terms of whether the content is YMYL. Non-YMYL content doesn’t require the same severity as YMYL content.

The E in E-A-T stands for: Expertise 一 It refers to the creator of the main content on a web page. The expert must have credentials to back up the content on the website. People with relevant life experience in the topics that are being covered on the web page can be considered experts—no formal training or education required. However, this only holds true for non-YMYL content.

The A in E-A-T stands for: Authoritativeness 一 This refers to the content that appears on the website. Authoritativeness stands for people knowing your background and seeing you as a leader. 

The T in E-A-T stands for Trustworthiness 一 This refers to the creator, content and website. Being trustworthy means people can trust the information you provide. You’re credible as a good source for providing information.

Here are a couple of topics that require high E-A-T:

  • Medical advice
  • Journalism/news stories
  • Science topics
  • Financial, legal, and tax advice
  • Hobbies: such as photography, playing piano 

Final Thoughts

In order to create high quality ranking content, you should incorporate Beneficial Purpose, E-A-T and YMYL to your marketing strategy. Like anything else, Google is constantly changing their strategies. To stay on top of the curve, you should be adjusting your strategy along with their changes in order to stay relevant in your industry.

As Google Partners, Onimod Global has over a decade of experience and expertise when it comes to all things SEO, social media advertising, content marketing and paid search. Got questions about Google strategies or want to learn more about us? Contact us here today.