Search Engine Optimisation

Local SEO powers businesses

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Local SEO, mobile first, google my business, online advertising, Adwords

If you are a small business struggling to be found in local search results, it is important to understand what local SEO is and how your organisation can benefit from it.

Punch above your weight. Compete locally!

There is a local demand for your products and services. If you do not actively target it, your business will continue to battle to find the customer that you need. That is someone interested in your product, when they are interested, and actually able to access that product.  Local SEO let’s small businesses compete locally with large companies as they can better serve those local needs.

You must optimise your local SEO and you can:

  • improve your local rankings in search results
  • boost your visibility
  • capitalise on audiences locally

It is a good marketing strategy to target specific locals

Good marketing does not aim to reach all potential audiences. It is geared towards a specific target market with an active interest in your services or products. Target a defined geographic and specific customer with local SEO. You want to access local people with immediate needs and a strong intent to purchase.

Target mobile first

From the latest stats, more than 74% of unique browsers in South Africa are on mobile. They will use these devices to search for local businesses, exactly at the time they have a need. Local SEO is extremely important for mobile and this should become a priority for any business. If your page is not mobile device friendly, Google will penalise your ranking or even discard you from mobile results altogether. Ouch.

Rank for the right keyword

If people are going to search for ‘pap’ or ‘braaivleis’, don’t call it ‘grits’ and ‘BBQ’, unless you want to be plagued by overseas customers trying to order your delicious food to be delivered in Wyoming.

On-page SEO is crucial

Apart from a good solid SEO basis in content and meta information, include location, product and service terms and a reason to choose you. Your mobile rankings will thank you.

Google My Business is paramount

Google My Business will help create high-quality back-links, citations, and create incentives to get more positive reviews. Local reviews help in establishing credibility and a sense of community.  You can even appear on local Google maps mahala!

Authoritative local websites links

Google still uses links to your site as a signal for ranking in search results. The more links and the higher the quality of those links to your site, the better you will rank. Claim your local business listings, and add yourself to local directories.  Try for your business to be mentioned on other websites. Although there might not be links, it still helps in demonstrating your business as an authority in the area.

Be Consistent across platforms

Your business information needs to be consistent across all platforms.  Business hours, office location, telephone numbers etc. have to be the same.  Google knows all and if it doesn’t know which of the contradicting information to serve, it will negatively impact your appearance to the customer. Being served contradicting information could be worse than no information at all.

With all these things in place, you stand a much better chance to be noticed by the customers in your area. Clickalytic can implement the correct marketing strategy with the tools to back it up. Contact Clickalytic for a on-line advertising consultation today.

Digital marketing

Google Adwords advertising client service appears to be great

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google adwords advertising online marketing

Inherent conflict in online advertising when using Google Adwords advertising

Google has great client service for their online advertising clients.  If you are running a Google Adwords advertising campaign, Google might contact you and advise you on Adwords keywords that you have missed and that could add to your bevy of targets.   (You don’t make $26 billion by sitting on your hands.) This is, of course, to increase the number of imprints or times the ad is displayed.  You might even get more clicks, but you have to remember that there is an inherent conflict between what the small business owner wants, and what Google wants.

Google wants you to display your ad as many times as possible to as many people that might remotely be interested in your product. This is how they rake in the bucks. You probably only want people who are really interested in your product or service, and would be a realistic client.

Correct geographical and demographic targeting

If you are an ice-cream parlor that also delivers soft serves, you probably don’t want to deliver to customers that are further that 1 kilometer away. Unless you want to serve them puddles.  Google will gladly show your ad to that gentleman in Mongolia thirsting for your soft serve, but your chances of converting him to paying client, is probably the same as actually going to Mongolia tomorrow.  Possible, but not likely.

If you are predominantly serving children, you probably also don’t want your ad to be shown when someone searches for intimate or pornographic uses for ice-cream. ( I can’t think what those might be…)  Although an interesting sub-demographic, probably not your key target market.

This is where geographical and even demographic targeting in your Google Adwords advertising campaign comes in. Get the right customer and in the right location to click on your ads. You do this by selecting the right settings in your campaign and keywords manager.

Using negative keywords in Google Adwords are important

But do not forget about negative keywords. Those are real bows in your arrow. Do you have people who Google your business, only to ask you for a job, or training opportunity? You may not be able to completely avoid that sort of attention, but you can make sure you don’t serve an ad to someone when they are googling “your business service” and “job”. At least you don’t have to pay for someone who has no intention of becoming your client.

This is why it is a full time job to make sure that you use the appropriate keywords.  The actual searches that find your business by your chosen keywords will surprise you.   It is important to exclude searches that might be peripherally related, but will not bring you business.  Your overall number of imprints might go down, but your click-through rate of people actually wanting your service will improve. This will improve your quality score, and save you a lot of money in the long run.

Clickalytic will gladly help set up a Google Adwords advertising campaign for you.  More importantly, we will manage it continually so that you get the best bang for your hard earned advertising buck.

Digital marketing

Google is king of the Adblockers

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Adblockers wild fire pay per click advertising

Google is blocking ads now

Adblockers are spreading like wildfire and it is changing the world we line in.  According to a PageFair report, 11% of the global internet population is blocking ads on the web.  This is up 30% from the year before and there is no end to this blaze in sight.

People who are making money from display ads are facing an existentialist crisis.  Even though Google is making most of its money from advertising, it too is entering the fray.  From 15 February 2018, Google’s Chrome browser will block some ads out-of-the-box, whether you have a separate adblocker installed or not.  Adblocker is a bit of misnomer in this case: it won’t block all ads.  It’ s more of selective ad display technology showing you all the ads it wants you to see.  And obliterating the ones it doesn’t want you to see.  At the moment those are the most annoying advertisements that don’t comply with the Better Ads Standards.  Such as pop-ups, ads that play unexpected sounds, or flash like a 7os disco, etc.  Whether it will be used in future to fight corporate battles or perform a little light censorship is anybody’s guess.

Its a preventative step by Google to dissuade people from using adblockers that can block everything. Even Google’s ads that it display along with its search results.  Once the majority of web users have those nasty adblockers installed, Google would be facing bankruptcy and would have to reinvent its entire business model.

Adblockers’ impacts on advertisers

It’s not all bad news for advertisers.  Your Pay Per Click ads (such as Google Adwords) will still be displayed when Google’s ‘adblocker’ hits Chrome, and you will still only pay for actual ads displayed and clicked on.  For the browsers that use the total adblockers, your ads will become invisible.  For this ever growing share of the market you will have to ensure that your Search Engine Optimization is top notch so that you will figure in the actual organic search results in a position where people will be able to find you .  Maximize your Pay per Click advertising now to help entrench your position at the top of the search results.  If the total blocking adblockers become ubiquitous, it will become so much harder for new entrants to feature just by spending more on ads.

 

 

 

 

 

Digital marketing

Pay Per Click advertising is like rocket science

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Internet advertising, online advertising, mobile advertising, google adwords, online marketing, mobile marketing, pay per click advertising, bing advertising, internet marketing, e-marketing, PE, Port Elizabeth, PPC

A Pay Per Click specialist does not have to be a rocket scientist to optimize your digital marketing campaigns, but it helps.

In first year physics we had a rather eccentric lecturer.  Apart from his Popeye haircut, he was especially well known for some rumored nuclear reactor powering a NASA space probe, and his fiendish multiple choice questions.  One started out with ‘You are making tea for your mom.  There is a knock at the front door.  Do you add the milk to the tea now?’

Apart from the set-up being completely implausible (If the electric fence and the guard dog didn’t get the visitor, if they reached the front door, the knock was probably made with a gun barrel), the question seems completely existentialist.  If I were the milk, would I want to become one with the tea?

As we covered the entire physics spectrum in what felt like a semester, it wasn’t even clear what branch of science the question was referring to.  Something from Relativity?  Clearly not Electromagnetism, or Particle Dynamics. Surely not Rocket Science!

The only possible answer options were ‘yes’ or ‘no’.  Thus binary.  Maybe computer science? Statistical thermodynamics?  You do have a 50% chance after all to get it right.

The answer was ‘yes’.  The given answer assumed that the same amount of milk would be added whether you added it before or after you were mugged (whoohoo, a pun!).  Adding it before you stared down death, would mean the tea would be hotter on your return from your victory (cold things cool down more slowly, you see).  You optimized the temperature in this scenario.  If you wanted to reduce the amount of milk you added to get to a drinkable temperature, you would add it afterwards.  If your assailant turned out to be unarmed, and your death battle lasted long enough, you might not have to add any milk to the tea at all when you get back!  Score! Grocery bill shrunk!

It is clear that you have to know what parameter you are optimizing as the solution could be completely different for different target parameters.  It is the same in digital marketing when running online Pay Per Click advertising campaigns.  Always remember that you want to increase your return on advertising spend, not necessarily reduce your Cost Per Click or increase your total traffic.

We can help you optimise your online advertising a spend.  Give Clickalytic a call and talk to our experts.  If you are on a phone, click HERE.

Digital marketing

Pay Per Click advertising’s most valuable keywords

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Internet advertising, online advertising, mobile advertising, google adwords, online marketing, mobile marketing, pay per click advertising, bing advertising, internet marketing, e-marketing, PE, Port Elizabeth, PPC

Google Adwords Online Advertising campaigns

In targeting your Pay Per Click Advertising campaigns, it is useful to know the most searched keywords, and what the most expensive average Cost Per Click is you can expect to pay.

The most searched terms in South Africa were recently released by Google.  The top honour belonged to Dumi Masilela.  I can understand why; if I am anything to go by, the rest of the country also needed a Google search to know who this is.

In the ‘near me’ category, surprisingly, KFC did not top the list. I guess people must already know where their closest chicken franchise is located. Or they really are more interested in finding their closest dentist (nr 2 on the list) .  If you need a dentist, you need him now!

There is also no correlation between the most searched terms and the costliest Google Adwords, unless it’s an inverse correlation.  In a different recent report, the costliest average click price was reached in the car insurance industry, coming in  at a pricey R103.83.

Moving and Pest control came in at 4 and 5 on the list, respectively.  Maybe there is some internal coherence in the list at least; if you have a serious pest infestation, it’s probably easier to move than sort it out with clouds of noxious gas.

Pay per click marketers are more liked than lawyers

The average cost per click (CPC) for a Lawyer (R22.88) came in ‘way’ above that of a Marketer (R22.28).  What this all means for the average Pay Per Click practitioner is a bit more heartening. It costs a lawyer more to market herself than a digital marketer! Meaning we are probably more liked than the average lawyer.  There must be a joke in there somewhere:  A lawyer, a marketer and a shark walk into a bar…

If you want us to help you with your Digital Marketing campaigns and to bring down your average Cost Per Click in your Pay Per Click advertising campaigns, contact us here, or check out our other services.

 

 

 

Search Engine Optimisation

Search Engine Optimization for voice search

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Search engine optimization for voice search and digital assistants

The robots are coming… and we are going to control them with our voices.

Voice search utilizing the various Digital Assistants, such as Alexa and Siri, is growing at a phenomenal rate.  Android is by far the largest mobile operating system in South Africa and OK Google reigns supreme here.  This will have a serious impact on Search Engine optimization.  How this will be monetized by the search engines is not as clear.  You cannot place a paid for ad next to a speech bubble.

When people ask for their closest Chinese restaurant, the Digital Assistant will have to spit out, ‘Oriental Garden’.  It cannot recite a list of paid ads first because no-one will want to listen to something so intrusive.  It can’t refer you to one halfway across town either, just because they paid, say, Google.  People will know there has to be one closer and they will move on to a better service that can tell them who that is.    Pay per click advertising could also become less effective.  This means that your website must be set up so that the algorithms will spit out your company’s name next time someone searches for their closest Chinese restaurant. That’s if you’re Oriental Garden, off course.

Voice impact on keywords for Search Engine Optimization

You need keywords for how people like to phrase questions out loud.  You have to understand the search terms consumers are most likely to use in conversation as you can no longer simply target a specific keyword.  Your website’s contents need to be more complex, ready to answer the questions that your users have.

Good news for small companies and their Search Engine Optimization

Local searches are more popular than ever  in voice searches. Consequently, consumers are more frequently using searches like, “restaurants near me.”  This is great for the small business as their chances of competing with global companies on a hyper local scale is so much better.  It becomes very important to verify up-to-date location, hours, phone numbers and other data that will be relevant for local searchers.

Is your website optimized for the wave of voice searches coming soon to a smart phone near you?  We can help with Search Engine Optimization specifically geared towards voice search.  Contact us at Clickalytic today.

 

Digital marketing

Don’t cut your nose off to spite your face

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Internet advertising, online advertising, mobile advertising, google adwords, online marketing, mobile marketing, pay per click advertising, bing advertising, internet marketing, e-marketing, PE, Port Elizabeth, PPC

Optimization of Pay Per Click costs

In the search for optimization of Pay Per Click or online advertising costs, increasing click-through rates and driving down the Cost Per Click, it can become easy to forget the real objective of your ad:  landing new business.

One technique employed to reduce unwanted click-throughs is making sure that your ad does not show up along clearly unwanted searches, or displays to a demographic that you are not targeting.  For instance, if you are opening a new gourmet restaurant catering to your cats and their friends, you might not want your ad for this restaurant to show up next to a search for the urban myth about cats being served as food at certain Asian restaurants.  It might put of you, or your cat, off your lunch, depending on who read the ad.

Setting up keywords

You can do this (among other things) by carefully selecting keywords, including which keywords to exclude.  However, you need to take great care during this process as you might end up excluding large portions of your potential market.  If you excluding all ‘Cats’ + ‘Restaurant’, it may result in your ad probably never being shown!

This reminds me of the silly joke:

     A father to his son: ‘Son, don’t cut off your nose to spite your face!’

     ‘ That’s easy for you to say’, replied Edward Scissorhands, while putting on his make-up.

When you set up your keyword rules for a new Pay Per Click advertising campaign, make sure you exclude all the searches you don’t want, but only the searches and demographics you are sure you don’t want.  New business can sometimes come from the most unexpected sources.  If not, you may end up cutting off your own nose.

Let Clickalytic manage your Pay Per Click campaign for you.  We promise we won’t get anywhere near your nose!

Digital marketing

The First Loser in a Digital Marketing campaign

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Optimize your Digital Marketing budget Pay per click spend

Digital Marketing Wisdom

In a recent Digital Marketing campaign, I was reminded of my mama's special wisdom.  She used to say, 'Awww, Honey... You didn't come second, you were the first loser!' Well, maybe it wasn't my mom, maybe it was that Tannie with a drinking problem down the street. 

Some people feel the same way about being first on the list when it comes to positions on the list of Pay per click ads.  Your Digital Marketing campaign needs to ensure that your company is number one, at at the top of search results. At all times.  They insist that you have to set up your auction such that you are always number one, bugger the costs.  Being number two is not an option!

Optimum position in the displayed ads

It might be something you consider when your actual search position is somewhere on page 200 of the search results. And you desperately need to claw your way to page 1... and you have an unlimited budget.  For the rest of us budget constrained folk, settling for number two can sometimes pay off handsomely. Your ad still gets to be seen. You will definitely still get a nice share of the clicks, and this normally costs quite a bit less.  Finally, you might even be able to give Junior that nice present for Christmas.  Especially if he comes in as first loser - I mean second place - in his class at the end of the academic year.

It helps to have someone who knows what they are doing keep an eye on the Price Per Click and overall cost effectiveness of you digital marketing campaign for you.  We might be even to be a first loser for you.  Give us a call and see what we can do for your Digital Marketing campaigns.