The top six Google tools to help grow your website SEO score
Building a website has never been easier than it is today. However, building a successful website is getting harder and harder in a highly crowded space, especially when considering the importance of website SEO (search engine optimization).
While choosing the best web hosting for your website will go a long way to helping you succeed, there are numerous other tools you should be make use of, and Google’s toolkit is a great place to start.
In this article, we look at six of the best Google tools. If you’re not already taking advantage of them, it might be time to change the way you work.
1. Google Ads
If you’ve ever searched for something on Google, you will know what Google Ads look like. Usually, the first one or two results are sponsored listings, which basically means that they are ads. Since these are the first things people see when browsing a particular search term, there’s a decent chance that they will click on one and navigate to the advertiser’s website.
Of course, this isn’t free, and it can cost quite a bit if you don’t know what you’re doing. But learn how to run effective ads, and you will soon be driving a decent amount of traffic to your website, no matter your budget.
2. Google Analytics
When you own a website, it’s important to understand how it’s performing at all times. It might be that you’re suffering from a high bounce rate, but don’t know why. Or perhaps you’d like to know what your main traffic sources are. Whatever information you’re looking for, Google Analytics can help.
To get started, you will have to link your website to your analytics console. There are a few ways to do this, but the easiest is to paste a small code snippet into your website source code. Google provides a full tutorial on how to do this.
Once you’re connected, you will be able to access your analytics portal, where you will find information on everything from visitor demographics and source to your most popular content. And as you can imagine, this information is extremely useful for making future business decisions. – Read more
Experienced marketers know their company’s rivals inside and out, and they know that there are always more competitive insights to discover. From marketing trends to competitive landscape analysis, traffic dynamics within your market and its key players can uncover a lot.
Let’s look at some of the more complex findings that your rivals’ website traffic metrics can deliver. Set your clock: we have 30 minutes and 6 hidden points to reveal.
Competitive Insight #1: Who is Really Leading the Market?
When planning a marketing campaign, you may be looking at your company’s main rival for insights and strategies, but are you looking at everything you should?
If you only judge your competitors by brand awareness, estimated market share, or frequency of PR appearances, you may be missing the competitor who has the best reach and traffic.
A better strategy to find a legitimate digital benchmark is to check out the top 5 competitors that are neck and neck with you.
Identify the one with the highest traffic volume in the last 12 months; note whether they showed exponential or stable growth over the year and if they had any decreases over the period. Whether it correlates with offline popularity or not, take this company’s website as a benchmark and build your campaigns with an understanding of their successful and unsuccessful activities.
Let’s look at some example data below:
In a quest for competitive market analysis, we simply took the biggest-on-the-market food delivery brand, Domino’s, and entered it into Market Explorer.
The tool automatically gathers the top market players within your industry, showing their traffic, aka online market, share while also reflecting their QoQ, or YoY growth/decline dynamics :
The Growth Quadrat widget places your competitors within four categories:
Game-Changers: sites that are getting big visitor spikes within a short timeframe yet overall have a lower traffic share.
Leaders: sites that have both the volume and the traffic growth dynamics.
Niche Players: sites with both lower-traffic-share and slower-than-average online market growth.
Established Players: sites with a relatively large online market share but lower traffic growth rate.
Further along, make sure to check the companies’ traffic sources and be aware of the one that drives the most traffic.
You don’t have to go anywhere else in search of this data – Market Explorer dissects your rivals’ key traffic sources and gives a breakdown of each channel’s impact. – Read more
The rapid growth is a result of companies collaborating with PPC or the Profit per Click marketing style. While this may be great news, it brought about a massive increase in competition in the SaaS product market. This, in turn, leads to the PPC SaaS campaigns.
Before jumping into the possible reasons for your PPC campaign for SaaS products failing, let’s get an understanding of what baselines should be kept in mind to keep a check on your performance.
How to Incorporate a Primary Baseline to Measure Your SaaS Product PPC Performance?
You must establish a standard for measuring the performance before starting work on a SaaS business through PPC. You must settle down on a limited number of these baselines for measurement of performance! Why? Because it is difficult to follow too many of these metrics, this could lead to you focusing on multiple trending metrics instead of those that are perfect for your campaign.
Hence, you must limit yourself. The top three best essential baselines to measure your SaaS product PPC performances are as mentioned!
Calculating Total Ad Budget
Before you start raking in customers and start making money, you will have to think about maintaining a steady cash flow. To ensure your business is stable, you must calculate the money you will be investing!
You can calculate the total Ad budget by using the formula mentioned below.
The target number of closed deals per month x Target CAC or the amount you will be paying for each customer
For example – If your targeted CAC is $2000 and you have managed to close two deals in the month, add these numbers to the formula, and you will get your total ad budget to be $4000.
It is a critical baseline measurement to keep track of your recurring costs, whether you’re adding to them or losing them.
Calculating Number of Clicks Needed
Calculating the number of clicks or the click rate helps you know the frequency with which people are seeing and clicking on your SaaS PPC advertisement. A higher number of clicks is a clear indication of your PPC advertisement doing good.
Following the formula mentioned below, you will find out how many clicks you are garnering.
Clicks required- Demos required per month/ Visitors to demo conversion rate.
Let’s put this formula into action! Say your website visitor to demo conversion rate is about 5%; this is your denominator for the clicks you need. Now let’s calculate the number of demos required per month.
All you will have to do is divide the total deals you closed in the month ( for this equation, it would be 2) by the demo conversion rate. Let’s assume your demo conversion rate is 10%. You would get 20 and that is the number of demos you’ll require per month.
How many clicks does that make? Now divide these 20 demos per month by 5%. Your result would be- 400 clicks. – Read more
Making the decision to set up your own website, whether it be for professional services or for selling your own products; it can be daunting thinking about how to get people to visit your website.
We’re going to be looking at 3 strategies that can help you drive relevant traffic to your website from no cost to a small budget.
Organic SEO Driven Traffic The best and cheapest way to drive traffic to your online shop or website is through organic SEO. This is the traffic you receive through organic SERP (Search Engine Results Page) results. The higher up the search your organic listings are the better chance you have of bringing in organic traffic and lots of it if you’re on page 1.
The way you do this is through on-page SEO on pages such as your ‘about us’ and ‘product pages’, but the most beneficial way to drive traffic is through SEO driven blog content.
Google and other search engines are continually changing the way they rank content on their results. At the time of writing the best methodology when it comes to writing blogs is a cluster content method.
You can read more here on how a cluster content method can help you rank.
The basics of this method are that you create a hub of relevant content around one particular topic. These blogs are then interlinked to each other and all connected to one pillar page – much like a parent page. What this strategy does, is tell Google that you want to rank for whatever your topic keyword is, for example, ‘ecommerce’ and then the content linked to your pillar page supports this and shows Google that your content is informative and suggests that your blog is the authority on that particular topic.
This method has helped many businesses improve their organic rankings and therefore drove traffic to their blog. In turn, this creates brand awareness and then can result in an enquiry or sale.
Google Shopping Ads
The next strategy is aimed more towards ecommerce shops rather than service-based online businesses. Google Shopping can have an amazing ROI (Return On Investment), whilst still having a low CPC (Cost Per Click) to advertise your products. The cost is likely to be four or five times less in order to achieve a top-three position.
Google Shopping ads can help you get your products in front of the right audience and be at the top of search results, making your product the obvious choice for online shoppers. – Read more
For many businesses, a website is undeniably critical for reaching new audiences — and is often the first impression someone will have of your brand.
But having a website alone isn’t enough to reach and convert new customers. It’s equally vital that your website is well-designed, or you risk losing valuable leads.
Website design plays a huge role for a few reasons: First, web design can impact your website’s ability to rank on search engines for keywords related to your products or services. Additionally, web design can influence whether a user stays on your site once they find it.
And, lastly, web design will ultimately impact how many leads and prospects you’re able to convert into customers.
Good website design always begins with the question, “What is the main action we want someone to take when they visit our site?”
However, “good” website design can seem vague — what exactly do marketers mean when they say, “That’s an impressive website design”?
To uncover key design features you’ll want to include in your website in 2021 and beyond, we asked 285 people around the U.S. which elements they feel are most important for a company website.
1. According to 62% of those polled, including contact information on your website is critical.
Including contact information seems simple, but a lot of companies miss this. And it’s undeniably important — in fact, those surveyed rated “Contact Us Information” as the most important element you can include on your company’s website.
You’ll want to include the phone number, email address, or other contact medium you want people to reach you for sales inquiries — preferably in an easy-to-find location, like the header of the page.
Also, consider including a clickable “Email us!” CTA that either opens an email client or links to your contact form. And, speaking of forms, you might want to embed “Contact Us” forms throughout your site. Visitors don’t need to go on a scavenger hunt to find out how to get in touch with you. – ReadMore
“The real issue here is not, are conversion campaigns more effective than lead generation campaigns?
It’s that Facebook lead gen seems to exist on this spectrum where the more we focus on increasing lead volume, the more we run the risk of losing quality; vice versa, the more we focus on quality, the more we run the risk of losing volume,” explains Gordon.
While he was talking about Facebook advertising, this applies to any lead generation method. There’s always a trade-off between quantity and quality. But which one of them is more important?
Why You Should Stop Chasing Quantity and Focus on Quality Instead
You have probably heard the term “vanity metrics” before. These are metrics that do not have a direct impact on your bottom line.
They are called vanity metrics because there’s a temptation to focus on improving them just because it makes you feel good, not because it helps to increase your revenue.
Is the number of leads a vanity metric? It depends on whether they are qualified or unqualified leads. But what’s the difference between the two?
Qualified leads are your ideal customers: they know that they have a problem, they are aware that you are offering a solution, and they can afford to pay for that solution.
Unqualified leads are not your ideal customers: they may not be aware that they have a problem, they may be unsure of what you are offering, and they may not be able to afford the solution.
It goes without saying that qualified leads convert to paying customers at a much higher rate.
Moreover, they make better customers, since they tend to be less likely to ask for a refund, need less support, and are more open to your other offers.
Of course, an unqualified lead may turn into a qualified lead over time, whether through becoming more aware of the problem, or learning more about what you offer, or simply improving their financial situation.
“So what’s the harm in getting their contact details then?” you may be wondering. “Who knows, maybe they’ll end up buying from me eventually.”
But you need to consider the fact that you have limited resources. Your time, energy, and money are finite. So when you spend these resources on acquiring unqualified leads, you have less resources left to invest in acquiring qualified leads.
And since qualified leads convert better, this means that you are missing out on potential revenue.
In other words, unqualified leads are costing you money, which is something that you can’t afford if you are serious about growing your business.
Example: Noah Kagan Saved 47% on His Email Bill by Pruning His Email List
When Noah Kagan, the founder of AppSumo and Sumo, saw his MailChimp bill, it made him sick. “$700?! No thanks,” he thought to himself.
At the time, they had around 105,000 subscribers on their main email list. But on average, only 19% of their subscribers would open and 2.5% would click each email.
“This means MOST people are NOT reading our emails. And this is probably true for you, too,” explains Noah.
But email marketing service providers charge people by the total number of subscribers… So he decided that it was time to prune his email list.
He targeted “not active” subscribers that he defined as people who haven’t engaged with any of their emails in 3 months.
Noah ended up reducing his email list size from around 105,000 subscribers down to 72,000 subscribers. As a result, his email marketing bill went down by 47%, from $719 to $375 per month (savings of $4,128 per year).
“Your ego will be hurt going from 105,000 email subscribers down to 72,000 (like we did),” he says. “But at end of day, worry about results not vanity.”
This is a great example of how unqualified leads are costing you money: you not only pay to acquire them, you then pay to keep them on your email list.
It’s best to avoid acquiring unqualified leads in the first place. Of course, that is not always possible, but simply being proactive about qualifying leads can drastically increase lead quality. And that is going to have a direct impact on your bottom line. – Read more
Conversion rate optimization (CRO) is the process of optimizing your site or landing page experience based on website visitor behavior to help improve the probability of the visitor taking desired actions (conversions) on the said page.
In today’s world, online traffic is highly inconsistent. If you’re unable to get visitors to enter your conversion funnel in the first go, the chances of them coming back and performing the desired action are quite low.
This is nothing but an opportunity lost for your business.
The best way to improve your chances and get more conversions is by running effective conversion rate optimization campaigns.
A good conversion rate optimization campaign not only means saving high on your time, money, and efforts but also exploring new growth strategies that were unknown in the past.
In other words, conversion rate optimization helps you in understanding your website’s usability better while giving customer behavior insights and tips on how to make your UX better to meet your goals.
At a strategic level, conversion rate optimization or CRO is an ongoing process of learning and optimizing. Unfortunately, the “ongoing” aspect often gets ignored while discussing conversion rate optimization and it’s elements.
What are the 6 Primary Elements of Conversion Rate Optimization?
CRO is a comprehensive process that sprawls across a multitude of stages. A successful CRO campaign is the one that uses in-depth data to analyze results, runs multiple tests, tweaks content to make it more relevant to the visitors, and draws necessary conclusions. Throughout the journey of a CRO process, a marketer will encounter six primary elements that can be optimized.
Landing Page Design
Landing page design is the first and foremost element that defines the usability and success of a website. The more aesthetically designed a site is, the more traction it will get!
Let’s understand this using an example most of us may be familiar with. Assuming that most customers landing on any of Amazon’s product pages come with the pure intention of buying its product(s), understanding the importance of design in driving conversions (how it can make or break a deal for the eCommerce giant), is important. The giant has strategically designed each of its product pages so as to make even the minutest of details prominently visible to its customers. For instance, when on a product page, customers can instantly add the product to their cart by conveniently clicking on the “Add to Cart” button (in a color that’s prominently visible – Orange) placed right next to product information column.
How does this help? Orange is an intense color that complements the website’s white background making it easy for the visitors to identify and take the necessary action instantly.
Furthermore, the effective use of the white space to highlight the product’s features and smart use of large images on the left side of the page instills trust and quickly captures the attention of the visitors.
While a well-designed and aesthetically pleasing website can get more website traffic flowing on your site, words can verbally hook your visitors and convert them into potential leads. Writing relevant and engaging content that emphasizes the product’s persuasiveness can make the difference between visitors staying on your website and taking the necessary actions and visitors leaving your site without taking any action. Website copy can be further divided into two subsections:
Headlines are the first and foremost thing a visitor sees on your landing page. It typically defines their first impression of your business. If they do not like it, they’ll not scroll down and check the rest of your page. To ensure you’re on the right track, focus on the following things:
1. Formatting: Typically focusing on the font type, font size, and color to ensure it captures your visitors’ attention and is easily readable.
2. Writing Style: Keep the following things in mind:
Ask a question – e.g. Do you know email marketing can add 30% more revenue to your business?, How to find the products of your choice? etc.
Split your content into two parts – e.g. Internet marketing: what lies in store?
Address directly – e.g. Can you rely on content marketing?
Focus on the numbers – e.g. 10 ways to ensure email marketing adds to your conversions!
In either case, one should keep the headline short and to the point ensuring it talks exactly about what the product or service is about in a clear, concise manner. – Read more
Shower thought: Where do marketers’ *best* landing page ideas come from? Wait—do they get them in the shower?
While some marketers might have their own personal muse, mantra, or go-to sources of inspiration (a lucky shampoo, maybe?), the rest of us are just kinda hoping for something to come to us. And although inspiration can strike at any moment, we don’t always have the time to wait around for it to show up.
So, rather than hoping your next big landing page idea will manifest on its own, we decided to put together a list of creative approaches you can try for your next campaign. Whether you’re looking for the next big design trend or just a cool idea to get you thinkin’, we’ve wrangled seven interesting landing page ideas that can help your business stand out and drive action.
But first! Let me walk you through three tips to make your brainstorming session that much better.
Why should you care about bringing creative, surprising, or even unusual concepts into your landing page design? Doing something different helps ensure your page packs the punch it needs—both to leave a long-lasting impact on your visitors and, most importantly, get ‘em to convert.
3 Things to Remember When Brainstorming Your Next Big Idea
1. Just like your ads, your landing pages aren’t for everyone (and that’s a good thing!).
Your landing pages shouldn’t be one-size-fits-all. Rather, they should offer a snug, perfect fit for a very specific audience. In fact, niching down your campaign is actually better for qualifying leads.
Here’s why: Only targeted customers who identify with the unique messaging and design of your ad are going to click it. This self-vetting process ensures those who do reach your landing page are into what makes you (or your one-off campaign) a bit different—which means a higher likelihood of sales, clicks, and conversions.
2. It’s A-OK for your landing page ideas to be a bit “out there.”
Unlike a core page on your website, landing pages provide an opportunity to play with unique designs, colors, and even messaging that might not fit the rest of your brand. Whether that means getting loud and flashy or trying out some new tagline, there’s nothing wrong with taking some calculated risks!
3. Variants can help you find the best approach.
If you have a few different ideas and want to find out which approach is best, you can run A/B tests on several versions of your landing page to see which converts best. But what if (as is often the case) certain types of visitors respond better to one version than others? That’s where Smart Traffic comes in.
Using AI, Smart Traffic learns and tests different landing page variants to determine which one will most likely convert a specific type of visitor. So when someone new arrives on your page, they’ll be instantly routed to the variant that’s the best match for them. In other words, running multiple variants at once can help you drive the right message to the right person, every time.
7 Landing Page Ideas to Inspire Your Next Campaign
Ready for some serious inspo? These seven landing page ideas will help get those creative juices flowing. Don’t worry, we’ve also included plenty of unique examples to help you visualize your next masterpiece. – Read more
Google recently announced the next evolution in its Keyword Match Types. In February 2021 we said “goodbye” to BMM and “hello” to the new & improved Phrase Match Type. In addition, Exact Match is more powerful and predictable, and Broad Match now considers more signals which should reduce the number of irrelevant search queries. Over the past few years Google has accelerated the pace of change to keywords. In exchange for taking away the control that Match Types once offered, Google continues to push solutions with better automation to help make decisions in auctions for advertisers. Today we explore what these changes mean and what you need to do about them.
What’s changed to Match Types?
Overall, Google has made 3 changes to simplify Match Types:
Broad Match Modifier (BMM) is dead. This is being absorbed into an evolved version of Phrase Match.
Exact Match becomes more predictable. Similar to how it used to be.
Broad Match should now deliver less irrelevant search queries due to the addition of new signals intended to deliver better relevance for the advertiser and user.
What does this mean?
Long term, Less time managing keywords. Short term, you’re going to be busy restructuring
Both BMM and Phrase tend to cover some of the same use cases. By sunsetting BMM, it makes accounts easier to manage. Long term, it will require a shift in Best Practice from the use of BMM to Phrase Match, so we’ll probably be spending most of the first half of 2021 restructuring accounts to accommodate these changes.
How will Phrase Match change?
Let’s explore the example that Google provided us. If you are currently targeting +moving +services +NYC +to +Boston as a Broad Match Modifier keyword you may appear against the search query “moving services NYC to Boston”. What’s annoying about BMM for this example is that it can also target “moving services Boston to NYC”. Obviously the intent is completely different here as it’s the opposite direction. This could serve irrelevant ads which reduce performance efficiency.
Of course, you should have the correct account structure and negative keywords in place to eliminate this with BMM. This creates granular approaches to accounts and ultimately gives advertisers a lot of control which Google thinks breeds bad practice for effective automation.
To combat this, the updated Phrase Match will continue to respect the word order which means much simpler account setups.
Credit: Google Ads Help, 2021
With Phrase Match in the above example, the direction in the keyword will match the search query with the same intent. Here’s some more examples that Google has highlighted will take place after this update:
Credit: Google Ads Help, 2021
Broad Match becomes more relevant
It’s a slight change, but it’s pretty impactful for Broad Match. Historically, Broad Match has always been “too broad” which would sometimes see advertisers targeting irrelevant search queries. This update will add in additional signals within the match type criteria which should improve both quality and relevance of the search queries.
An example of one of the signals is the Landing Page. Landing Pages will now be used as a sign to better qualify the relevance to a given search query. Think of it almost like how Dynamic Search Ad targeting acts today – without the dynamic ads.
Exact Match is more powerful
Google is making changes to Exact Match too by making it more precise. Other Match Types, or even close variants with a higher Ad Rank, will no longer compete with a query that is identical to the Exact Match. Put simply, search queries that exactly match the Exact Match keyword will always be preferred over other Match Types and variants. This is definitely a good thing. – Read more