Drop in Website Traffic? Follow this Step-by-Step

It’s every website owner’s worst nightmare – a sudden or continuous drop in traffic.

When such an unfortunate event occurs, the first port of action should be to understand why this is happening, since there are hundreds, if not thousands, of reasons why a website could see a drop in traffic.

It would be seemingly a very long article to list out every reason for a website dropping traffic. With this in mind, here is a step-by-step process I take when I notice a drop in traffic, to help eliminate the biggest potential reasons for it, to come to the conclusion that either 1) it’s natural or 2) I can do something about it.

  1. Check Google Analytics vs previous day, previous week, and previous year. This is the best way to first determine if you have a drop in traffic, or if it is a natural decline that will bounce back. For example:
    1. Checking vs the previous day will tell you if your website has seen an immediate drop in traffic.
    2. Checking vs the previous week will show you if the drop in traffic over multiple days is becoming a long term issue.
    3. If so, comparing it to a year before will show you natural occurrences in traffic modulation to not worry about. This works well for telling drops in traffic due to elections, holidays, religious festivals, and more.
  2. Check SEMRush/Ahrefs/Moz. All three of these tools are very good at predicting the traffic of a site through search engines, so if you see a drop in traffic over the last day or even a few days, the three SEM tools should be able to spot this too. If you do not see a drop in organic predicted traffic with these tools, then it’s safe to say your rankings have not declined, and it’s just a blip.

4 Helpful Tips to Get the Most Out of Your PPC Campaign

Are you ready to use pay-per-click ads for your business? Keep reading for some helpful tips to get the most out of your PPC campaigns.

Approximately 65 percent of all clicks made by searchers who are ready to make a purchase go to paid advertising (i.e., pay-per-click ads). In fact, these ads are what helped to generate the bulk of Google’s revenue in the past year.

Unfortunately, many business owners aren’t aware they can actually pay Google less and get better results. If you want to maximize your PPC (pay-per-click) campaigns and squeeze as much as you can out of every marketing penny, use the tips and information here.

After more than a decade working in the marketing industry and fine-tuning multiple PPC campaigns, I have found specific strategies and efforts that provide the desired results. Now, I will share these with you.

Determine Your Goals Before Creating a Campaign

Consider the specific action you want your searchers to take. This may be to call your store, visit a landing page, fill out your online form, buy a product, or learn more about your services. How are you going to measure this?

The best way to measure this is by tracking the conversions you achieve. Also, when you know what the end goal is, you will also know if your PPC marketing efforts are effective.

Determine If You Want Your Ad to Show Up in the Display Network or the Search Network

The search network is where your ads will appear in Google and in search engines that have partnered with Google. On the other hand, the display network lets your ads appear on thousands of websites in the Google Display Network, which shows Google Ads. If you are planning to run your ad in both, do so using separate campaigns.

It is important to note that one option is not necessarily better than the other, but one may be more effective for your specific niche than the other. You need to figure out where your target customers are, and then target that area with your PPC campaigns.

Use Geo-Targeting

When creating PPC ad campaigns, every dollar counts. This means you should take advantage of Google’s targeting feature— especially for targeting customers in specific geographic areas. You can use the targeting tool to consider factors such as page structure, link structure, language, and text. It will also help to determine the central themes of every webpage and then target ads based on the topic selections you have made.

Select the Proper Match Types

When setting up your ad campaign, there are four main match types you can choose from. These include:

  • Exact Match: The searcher must type in the specific keyword you have selected to see your ad.
  • Broad Match: With this, Google determines the search queries that are relevant to the keyword you have selected.
  • Phrase Match: The keyword must appear in the same order as the search query for your ad to appear.
  • Broad Match Modifier: Involves a mix of phrase and broad match and lets Google know the order that must be present for your ad to appear.
  • Read more

Lessons Learned in Automated Bidding for PPC

Automated bidding, dear reader, is here to stay whether you’ve been embracing it with arms wide open or neglecting it like the Dursleys neglected Harry P.

I started in this industry right around the same time automation was just starting to be rolled out, much less considered as a viable strategy for improved performance!

Enhanced Cost Per Click (ECPC) bidding was the first automated bid strategy I remember Google debuting and, in hindsight, it really was a brilliant way to start to get us Digital Strategists/Account Managers to start slowly, very slowly, getting comfortable with automation.

Why The Slow Adoption?

As with most things, there are the innovators, early adopters, and late adopters. I’ve often believed that it’s most advantageous to be in the innovator/early adopter groups if for no other reason than to have a type of first-mover advantage. I think this is less true with automated bidding, compared to things like RSAs, however, the general adoption curve still holds true. And that’s the thing about the adoption curve – sooner or later we all adopt the new tech/process. Automated bidding is no exception.

early adopters chart

I think the one thing that most of us struggled with when it came to adopting automation was relinquishing control. To embrace automation meant letting go of much of what we had been taught/previously found successes in. A peer of mine, Dani Gonzales, discusses that idea in more depth in her blog, “A Guide For Letting Go of Outdated Google Search Best Practices”.

How to Make it Work

Automated bidding is inherently different from manual bidding in the sense that the bidding algorithm can actually learn over time and make gradual improvements. “How does automated bidding learn to make those improvements?” you ask? Simply put, the bidding algorithm, over time, takes all the data points we’re feeding into it and learns to recognize patterns. Those patterns allow the bidding algorithm to recognize patterns that lead to success (like a conversion) or patterns that lead to failure (a non-converting click).

With that said, this means that in order to find success with automated bidding, we have to structure our accounts in ways that would maximize the amount of data going into a single bidding strategy. As per Dani’s post, gone are the days of hyper-segmentation of our account structures. The goal being to maximize the number of impressions or clicks/ad groups. In doing so, we allow the automated bidding process to learn as quickly as possible.

Attempting to make use of automated bidding while still adhering to the best practices of yesteryear is likely a reason why you may have yet to have found success with automated bidding. I certainly didn’t find automated bidding to be successful right off the bat but through trial and error I’ve found that automated bidding is able to not only outperform manual bidding but it also saves you a lot of time. Time that is better spent strategizing than manually changing bids once a week.

The key here is consolidation. Consolidate your campaigns/ad groups as much as you can and, if possible, segment those new campaigns or ad groups by intent or business objective, rather than match type. – Read more

7 Ways SEO & PPC Can Work Together in 2021

If your SEO (search engine optimization) and PPC (pay per click) teams exist in complete silos, it’s time to change that.

Commonly held opposing viewpoints are: PPC is too complex, and SEO is too slow. (For the record, I don’t agree.)

When these two teams collaborate, you’ll be rewarded with magical insights, learnings, and results that neither team could get on its own.

These channels aren’t meant to be siloed, and getting them aligned is one of the most underrated ways to improve your overall digital marketing performance.

PPC is one of SEO’s most powerful tools — and vice versa. Here are seven ways to thrive in both SEO and PPC.

1. Avoid paid keyword traps.

Sharing keyword intelligence is a standard best practice. Sometimes, certain types of keywords can have subtle differences, and end up aligning to the wrong intent. It’s important to understand the intent behind search terms, because you want to avoid keyword traps.

SEO-focused marketers are the masters of understanding search intent, and therefore collaboration between SEO and SEM is critical.

For example, the restaurant POS software, Toast, is bidding on “phone systems for restaurants” but they don’t sell phone systems! They’re broad match bidding on terms containing “restaurant.”

search results for phone systems for restaurants

This is why Google has become a modern day casino for advertisers. The marketing team at Toast is gambling on the mere possibility that restaurant managers seeking a phone system might also be in the market for POS software.

While it might work, the potential for bleeding is likely. That said, Toast is venture-backed and valued at $4.9B, so this is probably a gamble they’re comfortable taking.

You need to study the search results closely if you want to master the art of understanding keyword intent. Google often signals their own interpretation of a search term, based on the types of results.

For example, if you Google “sales funnel” the search engine results page (SERP) indicates you’re looking for the definition of a sales funnel.

The results are largely definition style SEO pages, and therefore it’s obvious that a product page wouldn’t rank for this query.

search results for sales funnel

Let’s examine another example of a keyword trap. If you perform a Google search for “online training” you’re going to see two vastly different results in the ads.

  • Cisco – Virtual Classroom Solutions
  • Udemy – Best Selling Online Courses
search results for online training

These are two wildly different search intents. How do you know if a searcher wants online training software versus online courses? There’s no way to be 100% certain.

However, the organic results are overwhelmingly online course companies such as Udemy, Lynda, and Coursera. The people also ask box is hinting at the search intent, because most of the questions are about online training.

people also ask box

Based on what the organic listings are showing, I would conclude that Cisco’s ad is largely irrelevant. They might get lucky and grab some clicks, but they’re probably losing money on this ad set.

Now, the question becomes, do they care? Probably not. After all, they’re a $180B market cap, which means Cisco can afford to continue making Google rich.

search result for cisco market cap

What about the small guys? This is where SMBs have a tremendous disadvantage, and can’t afford to bleed on paid ads like the behemoths. For that reason, I would recommend startups prioritize SEO efforts in order to avoid the royal rumble of paid ads with giant companies like Cisco.

Let’s also examine “sms marketing examples” where Mobile Monkey nails the search intent with this page, and gets rewarded with the organic featured snippet. Meanwhile, advertisers are off the mark.

  • Vonage – hoping that a subset of searchers might be interested in APIs for SMS.
  • Remarkety – hoping that a subset of searchers might be interested in SMS marketing solutions.
featured snippet search result for sms marketing examples

What’s the bottom line?

SEOs will habitually review SERP signals to make sure the content they publish matches with Google’s organic search results, and ultimately delivers a high degree of satisfaction with regard to searcher task accomplishment.

Is your content helping searchers accomplish the task they need to complete?

This is particularly useful when there are potential keyword traps — words and phrases that sound good, but have dual meanings or a mismatched intent.

If potential dual meanings exist in your industry, SEOs will catch them. All that’s left to do is to get them to share their insights with your PPC team.

2. Share PPC insights on best performing headlines and descriptions.

When your SEO team decides to pursue a new keyword, it can be months before they see measurable results. If it was the right keyword and phrase to target, that’s success.

But if click-through rate (CTR) and engagement is low — even if it ranks on page one — you’ve now spent your time and budget running circles in an SEO hamster wheel. And, by the way, CTR is an indirect SEO ranking factor.

SEM is the exact opposite. You’ll know whether or not PPC ad copy is working — usually within a matter of days with low investment. So you might consider using PPC to get fast, short-term results, and use those insights to fuel your larger SEO strategy.

Test as many ad copy variations as possible, until you have the data that will support your SEO campaigns.

Here are some things you can test:

  • Headlines, title tags, and description copy.
  • Keywords and topics.
  • Specific keyword angles.
  • Landing page variations.
  • New product messaging.

PPC campaign results will reveal each headline’s impact on clicks, time on page, bounce rate, goal completions, and other meaningful engagement signals. If you run longer tests, you can also learn how a specific keyword’s demand fluctuates from month to month, which will help you set more accurate expectations with your SEO team.

Use PPC insights to choose the best topics, write and optimize your headlines and meta descriptions, and align to your audience’s needs and expectations.

3. Optimize your landing pages to reap both SEO and PPC benefits.

Spending money on paid ads without running efficient landing page tests could result in tons of wasted money and effort. 

The benefits of optimizing your landing pages are fairly obvious: you don’t burn precious marketing dollars on ineffective content experiences.

If you’re looking for more in-depth specifics on creating landing pages that convert, I would recommend checking out 19 of the Best Landing Page Design Examples You Need to See in 2020.

Ultimately, SEO & PPC teams must align their most valuable assets —landing pages.

3 important actions need to happen:

  1. You have a noindexed, conversion focused landing page built for PPC advertising. Your main goal conversions are going to be form completions, demo requests, live chat inquiries, etc.
  2. You are working with the SEO and CRO teams to build new landing page variants with intelligent hypotheses. Your goal is to split test these pages and monitor the results.
  3. You are working with the SEO team to create a separate asset, which is longer-form and educational, on the same topic for which you want to drive organic visibility.

Ultimately, marketers should craft a surround sound search engine marketing strategy.

Say, for example, a shopper searches for your brand or product name, clicks on your PPC ad, stays for a minute, and then exits the page.

Days later, they search for guides to help them choose a solution, which leads them to an educational piece of content you produced on that same topic.

As they click around, browse, and scroll through the online listings, your brand is on their radar. They get used to your tone, visuals, and messaging. If they liked what they saw through your PPC ads, they’ll look for your name in a sea of organic listings the next time — and vice versa.

In brand marketing, what gets repeated gets remembered, and what gets remembered, gets done.

SEO expert, Rand Fishkin, wrote about the ludicrously powerful influence of brand repetition in his 2020 election recap article: – Read more

The Beginner’s Guide to Reminder Advertising

When I go to bed every night, I have to set about five alarms for the morning.

I’m just the type of person that needs a lot of reminders to wake up on time.

In a similar vein, marketers use reminder advertising to stay top-of-mind with potential customers.

And it makes sense.

In the world of sales, 80% of sales require 5 follow-up calls after a meeting. For marketers, it’s no different.

Essentially, you have to nurture and continuously remind your audience who you are to convert leads.

In fact, companies excelling at lead nurturing generate 50% more sales-ready leads at 33% lower cost.

Below, let’s learn more about reminder advertising and see what it looks like in action.

Reminder advertising is a paid method of marketing that targets people in your audience who are in the consideration stage of the buying process.

During this stage, users are reviewing their options. They’re aware of their problem and the companies that might be able to help them. Now, they’re trying to figure out which solution is the right way to go.

In this stage, it’s important to stay at the forefront of your audience’s mind. That’s where reminder advertising comes in.

Another way to use reminder advertising is if you own a retail or ecommerce store. With a reminder ad, you can inspire customers to buy more products from you.

In this case, reminder advertising can help customers remember that they like your store and products.

Additionally, you can use reminder advertising when you’re at the end of the product life cycle. For example, if a product has launched and you’re done with the growth phase, then you can use reminder advertising to keep people interested.

At this point, you might’ve noticed that this type of advertising doesn’t introduce a new product. Instead, these ads are targeted at customers who are already aware of your brand and the products you offer.

Also, these types of ads won’t contain a lot of information. Rather, they’ll just reinforce key messages and brand awareness. For instance, while you might include brief testimonials, usually just the name of the brand and product with a visual is enough.

The objective is to hopefully serve as a reminder for potential customers and increase demand for your product or service.

So, what tactics can you use for reminder advertising? Let’s take a look at a quick list below.

  • Retargeting: Retargeting is when users who were on your website or social media page start seeing ads for your company on other pages they visit online. The whole point of retargeting ads is to remind customers of a product or service they were looking at and didn’t buy. Retargeting is essentially a targeted reminder ad.
  • Abandoned cart emails: If a potential customer is on your website, adds a product to their cart, but doesn’t complete the purchase, you don’t want to lose that sale. To get them to complete their purchase, you can send them an abandoned cart email and remind them that they have items in their cart they may want to buy.
  • Email newsletters: An email newsletter is a great way to stay top-of-mind with your customers. If you’re regularly sending them valuable information and perhaps including special offers, they’ll be more likely to purchase from you.
  • Display ads: Display ads on Google or Facebook are another excellent option for reminder advertising. You can create a reminder ad that can help reinforce brand awareness.
  • Content: One of the best ways to keep your brand in your audience’s mind is to produce content on your website and social media. If someone sees your posts on social media or on your blog, they’ll have you in their mind when it’s time to purchase.

Now that we know more about reminder advertising, let’s look at some examples.

Reminder Advertising Examples

1. Coca-Cola

Since Coca-Cola is an established brand, any ad that isn’t aimed at a new product launch serves as a reminder ad.

Take the ad below, for instance. – Read more

7 All-Too-Common Landing Page Errors You Must Avoid

A properly designed and functioning website landing page is a thing of beauty. It greets customers warmly, informs leads, and even collects customer contact information. It presents news and information relevant to its industry, and shares internal and external communications.

And it does this 24 hours a day, 7 days a week, 52 weeks a year without ever asking for a pay raise.

But this is true only if your website landing page is designed well, maintained, and optimized to the gills. The art and science of a flawless landing page is beyond the scope of a single article, but we can start with helping you spot seven of the most common – and damaging – trouble spots.

  1. Unclear Value Statement
    Typically, new visitors to your page will only stay on it 3 to 15 seconds before they get distracted. In that span of time, you must offer a clear and visible reason to stick around and interact with the page.

That reason is your value statement. What value do your readers get in exchange for the time you ask them to spend? High-quality content is a must (and hopefully a given), but you also need to pull them in so they experience that content.

Does your landing page do that? If yes, great! If no, you should fix that. If you’re not sure, ask yourself:

  • Is there a compelling, visible headline that expresses the end benefits clearly and succinctly?
  • Is there a subheadline explaining your offering in more detail?
  • Are there supporting graphics that pull the eye toward your headline and subheadline?

If there aren’t, add them now.

  1. Poor Signposting
    Your landing page isn’t just there to be pretty. It’s meant to convince people to take action. If you don’t make it easy to find your call to action, most viewers won’t look for it.

You must make it clear — in as succinct and efficient terms as possible — why the action you want a reader to take will deliver enough value to make it worth the hassle. Tell them, in words that stand out from the rest of the page, what you want them to do next and what they’ll receive for doing so.

Improving your signposting stats by asking yourself the following questions:

  • Do you have a clear understanding of what the next step in a visitor’s customer journey should be?
  • Is it easy to find and take that step on your website?
  • Does your copy make a clear and compelling argument in favor of taking that step?


If you can answer yes to all three questions, your signposting is likely good (or at least good enough for now). If not, now you know what you have to do to improve it.

  1. Slow Loading Time
    Remember that 3 to 15-second maximum time limit we mentioned earlier? That span includes time spent waiting for your landing page to load, and every microsecond of that wait increases a reader’s likelihood of bailing on the whole thing. You must get your loading time to be as quick as possible.

Viewers who exit your landing page early – including while still waiting for it to load – increase your site’s bounce rate. Higher bounce rates reduce your rankings on Google and other search engines, meaning a page that loads too slowly not only impresses fewer viewers, but it also gets fewer viewers overall.

Improving your loading time is usually a job for your tech team or whoever in the office is responsible for overseeing your hosting service. That said, here are a few of the most important ways to optimize this important factor:

  • Optimize image size, file format, and compression;
  • Clean up your database by deleting saved drafts, old revisions, unused plugins, and similar virtual detritus;
  • Confirm that your WordPress theme (if applicable) is optimized for quick loading;
  • Use a content distribution network for file storage;
  • Analyze server response time with your hosting service, and work with them to reduce it;
  • Install tools that leverage browser caching;
  • Fix all your broken links;
  • Remove all render-blocking from JavaScript;
  • Reduce the number of redirects necessary to reach your page;
  • Optimize your code, especially in CSS, JavaScript, and HTML;
  • Enable file compression — except for on images;
  • Replace all PHP content with HTML wherever possible.


This is technical, detailed work, but it’s important. If you don’t have team members up to these tasks, it can be worth hiring an outside consulting company to do it for you.

  1. Only One Landing Page
    You have a good idea of your ideal customer’s hopes, fears, pain points, demographics, likes and dislikes, and other important information. If you have several different types of customers, you can’t use the same landing page for each of your customer groups. Each group has different characteristics that will prompt them to follow your call to action, so you don’t want to offer just one landing page.

Similarly, you also probably have more than one product or set of content and offerings to generate sales. Having only one landing page can lose leads because the page is only optimized for one of those products or content sets.

Ideally, you should have a unique landing page with a tailored offer for each of your customer models that would send those individuals to each of the products and content sets. An ad for professionals in their 30s making over $50,000 a year would lead to a landing page built for them, while an ad for heads of households working from home would lead to a landing page built for them.

Yes, that means a company with three profiles and four content sets would need 12 landing pages. And yes, it’s worth that kind of effort. – Read More

Want to Perform International PPC – Here Are Some Tips

The world is shrinking, and it’s faster than you believe.

And now is the time to go global.

“Just a few changes to your on-going PPC campaign and you can dramatically increase your ROI.”

If you believe the above, we are sorry to say but you are a PPC newbie.

We suggest you look for an expert right away. You need help. Fast.

But, if you read that statement and felt your forehead furrow, you are on the right track.

International PPC campaigns CANNOT be run with tweaks into your on-going campaign.

A lot needs to be considered, planned, and implemented with care.

If you don’t want your dollars to go waste, you better start digging the difference between regular and international paid ad campaigns.

Before you start your ad campaign for another country…

Here are our top tips for you:

1. Prepare a budget for each country

You can’t set the same budget for all the countries you plan to target.

Your audience varies from one country to another. So should your budget.

CPC, competitions, returns, search volumes, and other parameters vary across international borders. Your budget has to reflect these changes.

Look for experts who understand global audiences. These folks can help you set a country-specific PPC budget.

2. Research what search channels are the most widely used in your target country.

Find how the country’s users use web searches.

Google and Facebook are global frontrunners among PPC channels. But, these are not the only channels.

33% of searches in the US are on Bing. An excellent channel for your campaign.

But that figure is a mere 3% in the countries in the Asia Pacific. A straight no-no.

Baidu and Sogou are the popular search engines in China with a roughly 70:30 market share ratio.

And Russia’s most used search engine isn’t Google but Yandex with a 53% market share.

If you really think Google has the same popularity everywhere, take off your G-tinted glasses.

It’s time you know where your target is searching for you. Only then do you stand a chance at being found.

No matter how eager you are to start your campaign, don’t skip on the preliminary research.

3. Address specific regional concerns

Planning to copy-paste your campaigns across different countries? Stop before you push away all your prospects.

Understand specific regional concerns before you hit the Go button for your ad campaigns.

You could sell umbrellas all year round in the UK, but won’t that make you look like an idiot if you do that in the US?

You need to understand what kind of audience you are dealing with.

Some people want to talk to a salesperson before they buy. Others don’t need that nudge.

Find out what your audience appreciates, how they react, and what gets them clicking.

Also, don’t forget the split testing and funnels testing. Test even the tiniest of variables of your campaign. That’s how pros make sure they get the max bang for their buck.

Also, consider these:

  • Holidays & festivals – Bank on the right holidays and festivals to pump up your sales.
  • Lingual slangs – Refrain from using slangs, even if they are accepted in English. It might have contrasting or even offensive meanings in other countries, cultures, or languages.
  • Local sentiments – cultural and historical factors should affect your ad copies so that they don’t hurt the local sentiments.

4. Understand demographics, including their language, time zones, and currencies

Okay, so this one’s really basic. But, very essential. And easily overlooked.

If you think that you could just use Google translate, think again. How apt is the translation tool?

Sure you could ask for the directions in a foreign land. But can you really find the right keywords with just a translation tool? – Read more

How to Do Keyword Research

If you have ever searched for something related to SEO, you must have seen the “keyword research” term. So, what keyword research is about? And why we should learn about it before writing in a blog? Understanding this is challenging yet very important. Keyword research is one of the most important parts of the SEO strategy. So, if you skipped understanding it, you’ll suffer. Luckily, choosing keywords is not by luck. So, here we are going to tell you how to choose the keywords that suit your articles.

What is Keyword Research?

Keyword research is the process of determining the phrases you need to choose on your website’s page SEO strategy. However, SEO is not only about appearing in Google’s search results, but it is also about appearing in results for the keywords that people are searching for. Therefore, before optimizing your website, you have to understand what are the words or phrases do people search on usually. So, keyword research is about knowing these keywords which makes it the essential step in the SEO strategy.

Why Your Website Needs to Use The Best Keywords

Just like any research process, keyword research takes a big amount of effort and time. So, why would you spend all this time and energy on this process? Why can’t you just choose any keyword just because you understand your customers’ minds? If you know your industry and your target audience, spending a lot of time researching for some words might look like a waste of time. However, even if you know your audience so well, keyword research is a basic step that you can’t skip. When you choose keywords based on information, you will be achieving your goals more effectively than at any other time.

1. Attract qualified traffic

Keywords identify the quality of the traffic that your website would attract, not only the amount. Not all visitors are your target audience, not all of them are clients. So, having visitors who are not potential clients is considered low-quality traffic. They will never impact your business or make you achieve your goals either profit or the number of sales. However, high-quality traffic is visitors who are also considered clients. These are your real target audience and potential customers. So, choosing your keywords has an essential influence on your traffic and who are the people your website is attracting. When you learn more about your audience’s searching practices, you can customize the strategy to suit the words you’re using. So, you will not only optimize your website for more traffic, but also for these who you designed your strategy for, to buy your product or service, or considered a lead.

2. Reach searchers at every stage of the buying process

When you think about how users search for a product, you may concentrate basically on the transaction words, such as: “Sign up” or “buy”. While these can catch traffic, most people do not usually use them up to the time of buying. Keyword research may also assist you in knowing the words that will support you link them at all levels of the purchasing process.

Most clients take almost the same essential three steps. Firstly, they search for informative content to study the industry and what types of solutions they need. Secondly, they assess the organizations that offer those solutions and identify which are most appropriate to what they are searching for. The last thing, they reach the company for more details or to buy the product or service. So, if you are just creating content and optimizing your website for the actions that happen in the last step, you’re skipping participating in the first two steps which means that you might lose your potential customers and they will go to your competitors. That happens because they are not even a part of your research process.

So, keyword research helps you understand more about what are the phrases your audience use at every step of those 3 steps. So, you have to create content for them all to indicate that your company is the best choice from the beginning.

3. Address your audience’s questions and needs

Besides, these keywords will effectively help you identify your clients’ needs. For instance, if you want to catch more people to your laundry shop which is located in Dubai. You will use keywords such as “Laundry shop in Dubai” or “Laundry service in Dubai”. However, if you need to complete the first and middle of your funnel, you will need to put more informative keywords.

So, for example, if you found that the sentence “how to wash my silk scarf” is searched often, the intention is obvious. People who search for this phrase are suffering from washing their expensive clothes and they don’t want to damage them. However, they still don’t know what to do with that. So, you might write an article about how sensitive silk fabric is and publish it on your website. So, when they ask for something, they will find the answer they need on your site. This is useful for your audience and also for your business. – Read more

PPC and SEO Effective Together? How-To Guide With Rank Tracker

Typically, blogs and forums dedicated to SEO and PPC discuss what’s better. While these two marketing methods are really different, it doesn’t mean you can’t implement them both. And even if you’ve chosen only organic or only paid search to target, you surely need to investigate the other side. Both SEO and PPC share a few common features, and mastering them will help you make the right decision in due time. So, let’s touch upon a few SEO techniques and tools that help make this choice well-meditated.

1. Keyword research

Keyword research is the cornerstone for the effectiveness of your campaigns in PPC and SEO alike. Typically, an advertising platform provides a keyword research toolbox of its own, as it is the case with Google Ads Keyword Planner. If you’re using this tool for keyword suggestions and traffic predictions, you should keep in mind the keyword matching type and when to use it.

For Google Ads, there are four types of keyword matching: broad match, modified broad match, phrase match and exact match.

  • Broad match includes all the queries containing your keyword or parts of the keyword phrase and their variations in any position.
  • Modified broad match type will trigger your ads if the specified keywords are present in the search query in the exact or close variant form. You simply add the + symbol before the most wanted word in your keyword phrase (without a blank space before the keyword). Modified broad match is something between a phrase match and broad match. The modified keyword will match the search queries with exact or close variants of this word in them (single and plural forms, acronyms, derivatives, and close synonyms). The remaining part of the phrase will work on broad match.
  • Phrase match covers the search strings which may contain additional words but where your target phrase appears as it is.
  • Exact match sets to match queries with your target phrase as it is, without variants or additional words.

Which type of keyword matching to use

15% of daily Google search queries are new. Certainly, you can hardly predict them all, however large your keyword list is. The only way to target these unique queries is by using the broad match (or modified broad match as a variant).

On the one hand, broad matching will bring tons of impressions and clicks. On the other hand, you should not expect that the conversion rate will be really high. The problem is that broad match often drives a lot of irrelevant traffic. Do you want to pay for clicks that will never convert?

So if you want to profit from the broad match, you need to monitor carefully your search query reports and exclude all irrelevant keywords by adding them to your negative keyword list.

Try to predict unwanted queries ahead: explore your Google Analytics data to detect keywords that bring useless traffic which increases the bounce rate on your site. Go to Acquisition > All Traffic > Channels, and review the keywords under the Organic Search and Google Ads tabs. Filter the keywords by Behaviour > Bounce Rate, pay attention to other stats as well, and spot which terms deserve to be added to the negative keyword list.

To test the type of match and see if it works for you, clone one of your ad groups and adjust to use broad, exact or phrase match and set the keywords in it on modified broad match. Run both groups for some time, and then compare the search query reports to see what match type performs better.

2. Keyword mapping

Experienced PPC marketers know that the success of their campaigns relies on keyword management. Break down keywords into relevant groups and map them to landing pages. This way you will have all your stats structured and analyzed, and your top pages gaining weight and effectiveness fast. Tight keyword grouping, creating groups and subgroups, ensures that your ad is relevant to the user intent which results in higher CTRs and more conversions.

This approach works exactly the same way in SEO. Your one top-ranking page most likely will include several search strings close in their theme and intent. You will map a group of keywords, with several long-tail keywords among them, for which you will map one landing page to optimize.

3. Search volume

When you explore the search volumes to decide whether to optimize for a certain keyword, bear in mind that you will not get as many search traffic as it promises. You will rank only for some exact keyword phrases that are the most relevant to your site. And a couple of more diverse queries containing this keyword with lesser traffic.

And even on exact matching, the search volume data you will get in your Google Ads might be inaccurate. You can invest a lot of resources into optimizing for a traffic-heavy keyword only to find that the search volume it gains is not even close to the one you’ve got in your keyword tool. So the best way is to consider launching a small PPC campaign to test your performance and see how many impressions your keyword gets before you start optimizing for it.

Search volume and competition is the core factor to decide whether you can use this or that keyword to rank up in SERPs as soon as possible. There is the keyword difficulty score which you use to estimate your SEO optimization expenses.

3. CTR Optimization

No need to tell, the higher you rank, the more traffic you will get. High CTR is something that helps search engines to guess that the page is valuable to users, so with time, ranking position and CTR correlate. You need to try hard not only to show up on the top search engine result pages, but also to entice users to click on your pages, and further, to stay, engage, and perform conversions. This rule works for both SEO and PPC campaigns. Google rewards advertisers with high CTRs with cheaper clicks and higher placements. That is why PPC marketers take ad testing seriously. They constantly test new titles, ad texts and banners to offer the best-performing ad design. You can try similar testing with your organic pages, by optimizing titles, tags, and meta descriptions. – Read more