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PPC or pay-per-click is a digital marketing strategy that is essential for online business growth. This is a different strategy from organic traffic search engine optimization It has proved to be a successful online ad form offering rapid and reliable returns. It even offers search engine visibility and PPC visitors are more likely to convert. Advertisers bid for significant keywords the users use in their search query intending to appear in web pages, user feeds, videos, and more. 

Starting a PPC ad campaign is super simple. You can set it quickly and get running. Open accounts on Google Ad or Microsoft Ad for free and create interesting ads. As soon as, your ads are approved they instantly appear on searches and start driving the result. There is no need to build an audience like in social media marketing but you need to do it correctly for achieving great conversions.

According to studies, an average ROI is 2: 1 for every single dollar spent on PPC ads. If you plan to push beyond this ROI standard then it is time to elevate your PPC performance. It is achievable using these super effective tips.

Remove or adjust ineffective keywords 

Poor-performing keywords dampen the PPC campaign performance. So, look for targeted keywords and remove the ones that are hurting your campaign. Identify the keywords with poor impressions or clicks or conversions. 

Sometimes, you will even find that keyword generates clicks but show no conversions or gets lots of impressions but no clicks. Therefore study the search intent of low-performing keywords and determine whether to tweak the keyword or remove it or add a negative keyword. 

PPC bids optimization

If you are running a PPC campaign for more than 30 days then switch from automated bidding to manual. However, you will need to consistently monitor and manage PPC campaigns daily or weekly. Manual bidding will offer more control than the automated bidding option. 

Campaign data can be used to set competitive keywords bids. For example, you know the amount paid for 1009 impressions or acquisition or a click. Set reminders to monitor the campaign because skipping check-ins can cause under or over-bidding, which can dent your ROI.

Create an interesting landing page

Landing pages a crucial role in PPC performance. Therefore create an appealing, relevant, fast loading, easily navigable, mobile-friendly, and full-functional landing page. The landing page is the location where the users are directed when they click your PPC ad. 

Experiment with a new ad copy

An uninteresting ad copy can break your PPC campaign. So, if you identify a poor-performing ad copy then create a new one to replace it. The copy needs to target customers’ issues including the targeted keyword. Keep track of the performance of this new ad copy. 

Experiment with different descriptions and headlines to see what motivates the target audience to take action after clicking on your ad. Use a responsive ad because you can cater to mobile users and even testing new ad copy is easy.

Invest in professional PPC audit

If your PPC campaign is updated and optimized but there is no enhancement in the performance then invest in professional PPC audits. Review from professionals can offer a new direction to your PPC campaign and enhance its performance. 

The above super effective tips can take your PPC campaign success to a new level!

Every website has internal as well as external links. The former connects posts and pages within your website, while the latter connects pages with other sites. Before your content gains ranking, it will need links. Search engines find your pages and posts best when they are linked to. Internal links connect your website pages. In internal linking, the source and target domain is the same. 

Internal linking purpose

• Helps in navigating the website.
• Defines websites framework and hierarchy.
• Distributes the page authority & ranking power across the website.

Internal linking reinforces the overall SEO value of your website by offering clear routes to the crawlers, prolongs users’ sessions, and knits the web pages & posts tighter. 

Links are crucial to Google because

• It can understand the relationship and relevancy between various posts, pages, and other content. 
• The homepage has the highest backlinks and Google divides link value across the web page it is linked to. Therefore, your new post achieves more link value when it is connected with the home page rather than just a category page. 
• Link value is passed on. More links = more value. This enhances your possibility to rank high.

Internal linking strategy for exclusive SEO

Create plenty of content

Have plenty of internal pages created to build abundant internal links. So, plan a solid content marketing strategy. Lots of content means plenty of linkable matter. It will look like a web with lots of links directing towards helpful content.

Choose long-tailed keywords to make your internal linking seem natural. For example, you created a post – ‘How to choose wristwatches. Now, you can use keywords like underwater watches or diving watches, or digital watches as your main keyword and interlink the pages.

Apply anchor text

To keep the internal linking theme of your content consistent use anchor text rather than image links. They are good provided they are not the links primary source and are properly alt-tagged. Use the fragments of a sentence as anchor text. Just highlight it and link it!

Use links from the user’s viewpoint

Internal linking enhances user engagement. When a user finds an informative link that matches the content context they will possibly click. If the link is internal then the user will stay longer on your website and enjoy the experience. Linking internally reveals to the search engine that the target link is relevant and crucial for users. 

Use relevant links

Avoid linking to random pages but content related to source context. For example, if you write a page about dog food then linking it to a page about cat’s habits & routines is not a good idea. There is no connection between cats’ habits and dog’s food. They are not linkable. However, if you had a page of cat’s food then you could link it internally with the habits & routine articles. The link will be relevant as the content are similar. 

Use internal links reasonably

Keep links to a reasonable number. Experts suggest around 3 to 4 depending on post length. There is no golden number but choose a number that is helpful to users. 

Internal linking thus helps users, search engines, and even SEO!

Social media is no longer a system of platforms for personal communication. It is now being utilzied by businesses across the world to grow their brand and succeed in attaining as many loyal customers as possible. Social media marketing has helped businesses expand overseas and other create more personable relationships with their customers. 

Therefore, it is important to understand what social media marketing (SMM) is and how to improve it.

What Social Media Marketing Can Do For You

Social media marketing works by implementing social media platforms into your business to create discussions, create hype behind their products/services, and increase their brand awareness and social media presence.

To succeed in SMM, there are some things to know. 

First, you will need to create a strategy whereby you need to decide what your goals are, which platforms you wish to use, and what type of content to share. Of which, SMM services can provide you with that. Thereafter, you will need to plan and publish your content to your audience. From there, you can engage with your customers so that you increase awareness and build connections. Analyzing the performance of your social media marketing will ensure that you spend more time and money on the areas that help you attain the most customers and success.

How To Improve Your SMM

To improve your social media marketing, here are some key tips:

Set your own unique personal business goals

Every business is different and has their own unique selling point. Therefore, every business should have their own unique personal goals. You might want to focus on attaining double the amount of regular customers, which is then why you should set a goal of maintaining communication with new and current customers and offering great customer service.

Research your audience

It is most effective to share yoru social media marketing content with the right people. Every brand has their own main audience, which are those who will generate the most leads and sales for your business. Researching your audience will ensure that you share and market your business the right way. 

Create engaging content

The most engaging content will attract the most customers, which is most businesses aim. Therefore, you must ensure to take your time to create engaging content. The more multimedia you implement, the more visualling appealing it will be. For example, using plain text won’t stand out against a brand using visual videos or imagery on social media. Therefore, make sure to share visual content that will draw in the most customers. 

Use your time wisely

Social media marketing can take up a lot of time. You won’t want to use your entire working day on social media marketing as you will have other areas of the business to focus on. Therefore, use your time wisely by dedicating certain times of the day to create content and then use automation tools so that you can schedule your content. This will reduce your manual publishing time and still ensure that your social media content is consistent. 

How 404 Errors Can Dampen Your SEO Efforts?

A 404 error is a way of telling users that the URL they are looking for is ‘Not Found’. It is the page a server displays when it cannot locate the URL requested by users. These error pages are common internet annoyances, which are unavoidable. 

Are 404 errors troublesome for SEO?

Usually, any experienced agency should be able to find and fix the 404 errors as a part of internal website optimization when they do a full website scan during an SEO audit. The impact of error pages on your SEO efforts depends on why they occur or in which situation they turn up. Some critical situations are :

Broken internal links

404 error page pops up when a URL was linked incorrectly or does not exist now. Broken links offer poor user experience, hinders search bots crawling abilities, and compromises your website’s integrity. 

The solution is to periodically, scrutinize your website for broken internal links using specific software. 

Soft 404 errors

It occurs when a non-existing URL returns 200 status codes. When you order pizza and they serve you an empty plate rather than telling you that they are sold out. Soft 404 errors are an issue as search engines don’t stop crawling and indexing the non-existing page. It is a waste of their time!

404s without customized error page

Users feel frustrated when they see an error page but you can soften this irritation by creating a customized 404 error page. It will help to reclaim the potentially lost customers. A creative customized 404 error page encourages the user to visit your site and look for information they came in search for. The customized error page must have a link to relevant resources and a clear error message along with an apology. 

The optimized error page includes –

• Simplified navigation version helping users steer across your site. 
• A search box that encourages the user to discover new content on your site.
• In some situations include contact details.
• Maintain consistent branding. 

Creating customized 404 pages will reduce keep visitors on your site and reduce the bounce rate. They will leave your site feeling good and optimistic after the confrontation of 404s. 

Links to add to the 404s include –

• Homepage
• Popular blog posts
• Contact page
• HTML sitemap

Adding search functions and links will help enhance the site conversion rate!

Old or obsolete pages

Web page content becomes outdated and is removed from the website. It is normal and expected. Dealing with 404s is a harmonizing act. Too many 404s signal quality issues, while it is taxing and impractical to fight the occurrence of every 404 page.

If the 404 page holds significant traffic volume or has acknowledged quality backlinks then apply 301 redirects towards a URL that is relevant and serves users’ intent the best. If the page has no quality backlinks or qualified traffic, then allow 404. 

When not to use 404s……

Sometimes, you don’t desire to serve 404 pages for a URL that does not exist now. Redirect pages having lots of external links and receive plenty of traffic. Replace those pages with 301 redirects to transfer the link juice and traffic to the more useful but relevant page. The destination URL used for redirects has to reveal legitimate replacement content. 

Which Redirect Is Better – 301s or 302s?

Every website needs to remove, change and combine URLs, so redirects are applied. Redirects are crucial as it ensures that users don’t get lost or end up in the dark alley. Redirects even matter in SEO because search engine algorithms make use of links and URLs to define relevancy and ranking. 

Backlink quality to which the web page is connected can have a huge effect on SEO because it can help to build the authority of URL. More links pointing to a page signals search engines that the quality is high, so they rank it on top. Nevertheless, when the URL is changed or the page is deleted it can negatively impact the organic traffic. 

Impact of redirects on SEO

The effect can be positive or negative depending on several factors. However, redirects offer search engines and users a direction to the destination URL instead of leaving them in a dark alley. If possible maintain link as-is to preserve keyword association and SEO ranking, it has in indexing. A unique page URL is used to identify the page for indexing and if the URL changes it becomes hard for search engine bots to recognize the canonical location.

Websites that rank well for valuable keywords will lose their ranking if they keep 404s. Even the page will be eliminated from the index along with the link juice and traffic volume attached to it. Redirects the URLs to a specific destination page with relevant or closest matching content, so that LSI association and keyword ranking are preserved. 

When to use 301 and 302 redirect options?

301 redirect

It is used when the URL or page migrates permanently to a new location. A new URL replaces the old page and this change is visible in search engine results.

A 301 redirect is appropriate when –

• Links of outdated URLs need to be transferred to the desired page.
• Several URLs are used to access, so choose a single one as a canonical and preferred destination for 301 redirects.
• Seamless website migration to a new domain name.
• Migration from HTTP to HTTPS. 

301 redirects pass all the link equity to your new page. 

302 redirects

It is a temporary status code that directs search engines and users to the desired page but for a limited time until removed.

The best situation to apply 302s is for –

• Receiving feedback from clients on a new URL without damaging site ranking.
• A/B testing for web page design or functionality.
• Broken internal link and you desire to maintain a good user experience.
• Webpage revamps while offering viewers a consistent experience.

Which is better – 301s or 302s?

According to Matt Cutts, 301 redirects don’t cause link equity loss even though some skeptics claim a loss of 15%. The use of 302s will not impact page authority, PageRank, and traffic value. However, the wrong use of 302s can cause a misunderstanding and badly affect search engine visibility. 

Each redirect aims to resolve different situations. For permanent change that will help SEO use 301 redirect, which search engine understands. For temporary changes only use 302 redirects because it is easy to create than permanent 301s. Use redirects wisely!

Understand the Importance of Meta Title Tags – Does It Help SEO?

Meta tags are HTML features that define the web page for seekers and search engines. These features are used as tags in <head> segment of HTML document. The features include a title tag and Meta description. 

The title tag tells the visitors and search engines an idea of what to expect on a given web page or post on your site. It is revealed in a concise but accurate way.

The title appears in different places across the web including –

• Your web browser tab. 
• Pulled in as anchor text when shared on social media and other websites.
• In search engine results….highlighted as a blue link.

How to add a title tag?

• Add title tag in your websites HTML’s <head> segment. 
• The majority of CMS or content management systems add in general settings.
• If SEO plugin is used add to SEO title section.
• When you write an article, the headline will automatically get added as a title tag.

Why Meta title tags are essential?

The Meta title tag is the boldest and most noticeable element in search results. It plays a crucial role in determining whether the seeker will click or not.

According to Google, it is not a direct ranking algorithm but its indirect advantages can help to enhance your position. Metadata is a summary of the web page content that engages the seekers to click-through and visit your site. If you show an informative and convincing Meta title & description, more and more seekers will possibly click through. Search engine like Google appreciates CTR [click through rates] and assumes your website offers best user experience. Therefore Google moves your site upwards in the result page. 

How to write clickable Meta titles?

From an SEO perspective, include all the keywords you plan to rank for. The most crucial in the start followed by second most crucial and finally your business name.

Make sure you are writing title tags for people and not search engines. The tag must be optimized for search engines but make sense to people and seems authentic.

Checklist for title tag optimization

• Length – 50 to 60 characters including the spaces.
• Placement of keywords – Main keyword + secondary keyword.
• Brand name – Keep brand name at the title tags end if it is not included in crucial keyword phrases.
• Relevant – Ensure that the description is relevant to page content.
• Avoid duplicate title tags – Write every title tag uniquely suitable to every page. Never duplicate title tags as this can badly impact search visibility.
• Avoid stuffing keywords – stuffing keyword is a bad practice and can invite penalties.
• Create headline different from title tag – Different keyword wording of a page increases its chance to appear on different search intent. 

Title tag examples

Good – Best Pizzas in America: 9 Yummy Topping You Don’t Desire To Miss

All three keywords are at the start of the title tag followed by an appealing headline. ‘Toppings’ is used smartly to avoid repetition and keep character limits to 60.

Bad – Pizzaland | America’s Best Pizzas

The crucial keywords and brand name are at the end of the title tag. The headline lacks a description. There is nothing persuasive to make users click. Such title tags are buried in the back pages of Google SERP. 

Meta title tags and description communicate with search engines and people as well as is crucial for SEO!