What is Search Engine Crawling and Indexing ?

As a digital marketing consultant i have seen many people struggling with this question even after spending a significant amount of time in the industry. Well we all are going to get the answer. If you are a blogger or a Digital Marketer you might have heard these words Crawling and Indexing. If you are a beginner then better you read it carefully. This is the first thing you should understand in order to learn SEO. It will give you a clear Picture of how Search Engines work.

What is Crawling?

Google’s Spider/Crawlers (A kind of Software Google uses like Googlebot ) visit web pages to find the information. These crawlers will crawl all webpages and follow links on those pages. They go to each follow link like we do in order to gather the information and they bring data to Google’s server about those webpages. Crawling begins with the past crawls and the sitemap given by web masters or website owners in the past. That is why we need to submit the site maps. These Google Crawlers pay more attention to new sites, new web pages, changes in existing sites, follow links and dead links. However we can stop crawlers from crawling some web content and pages by modifying Robots.txt file.

What is Indexing?

When we say Google Indexing, it means that Google Organizes Information what it has gathered from crawling the web pages. Depending upon Meta Tags, Titles, Keywords, Index and no-index status in Robots.txt file Google adds webpages into search results. Goolge index includes information about words and their locations. When you search something Google fetches information from this organized library.

It is the Basic information you should have while start learning SEO or Digital Marketing to get an idea how should you think while learning or adding meta tags to any website.

The Importance of Google Analytics

Google Analytics is a very important digital marketing tool but seriously underused by most businesses. It allows you to measure the results of individual campaigns in real-time, compare the data to previous periods, and so much more. Here are some of the reasons that you should be using Google Analytics to measure the success of your website.

Overview of All Channels

Analytics shows you data from all channels that are directing traffic to your website, including:

  • Organic Search (SEO)
  • Paid Search (PPC)
  • Social Media
  • Referrals (Backlinks)
  • Direct Traffic

Being able to monitor all the platforms allows you to review what is working well in terms of advertising, and what isn’t. Having all the data in one place makes it easy to compare the different channels. If you are currently putting money into your SEO, PPC, or Social Media Marketing, you can monitor your ROI. Perhaps you need to find out how you can maximize your social media strategy. Or your PPC campaign is not performing as well as you thought. A look at metrics like bounce rate and time on page can show you if you need to improve your landing pages for better ROI.

Conversion Tracking

It’s all good knowing how many people have visited your site, and where they came from, but how do you know if those users are actually converting? Google Analytics allows you to set up goals to track when a user completes a certain action on your site. Regardless of how many users each channel is driving to your site, you need to know that this traffic is converting.

goal completions overview showing website conversions in google analytics

Customer Engagement

Google Analytics has a number of features that allows you to review how well users are interacting with your website and content. These metrics monitor different aspects of the customer journey, showing how the customer has interacted.

Bounce rate – The percentage of visitors that navigate away from your website without interaction, after viewing only one page.

Pages/Session – The average number of pages each visitor has viewed (this does not include those that have bounced).

Average Session Duration – The average amount of time spent on the website by each visitor (again, this does not include those that have bounced).

You can also view these stats against individual pages, giving you a better idea as to what pages are performing well, and which may need optimizing to improve the user experience.

Device Overview

With the introduction of mobile-first rankings, this section has become even more important. As your website now needs to be mobile-friendly if you want them to be included in rankings for relevant search results. Google Analytics allows you to monitor which devices your users are coming from, giving you some indication as to how well your mobile site is working in comparison to the desktop version. If you are receiving a similar amount of visitors from each platform, but fewer conversions on one, it may be a problem with the user experience of that version of the site.

Facebook Introduces Product-Focused Collection Adverts

Combining Data With Business Goals

Google Analytics data on its own can tell you a lot about website performance. This information can be very helpful. However, if you don’t know what you are trying to achieve, it’s just that: information. True performance tracking and improvement come from comparisons on KPI’s against previously set goals. Do you want people to get in touch? Download your white paper? We’ve set out a handy guide on setting business objectives and how to break them apart to track performance: Digital Marketing Measurement.

Combining Data With Business Goals
Google Analytics data on its own can tell you a lot about website performance. This information can be very helpful. However, if you don’t know what you are trying to achieve, it’s just that: information. True performance tracking and improvement come from comparisons on KPI’s against previously set goals. Do you want people to get in touch? Download your white paper? We’ve set out a handy guide on setting business objectives and how to break them apart to track performance: Digital Marketing Measurement.

Why Should I Use Google Analytics?
If you’re not already convinced, let us summarise. Google Analytics allows you to track many important metrics, covering all aspects. You can monitor the effectiveness of your online marketing strategies, onsite content, user experience, and device functionality. All these statistics show you what is working well, and more importantly, what isn’t. Once you identify any issues your site may have, you can create a solution. Google Analytics allows you the information needed to improve your website and make it the best it can be.

o you want people to get in touch? Download your white paper? We’ve set out a handy guide on setting business objectives and how to break them apart to track performance: Digital Marketing Measurement.

Why Should I Use Google Analytics?

If you’re not already convinced, let us summarise. Google Analytics allows you to track many important metrics, covering all aspects. You can monitor the effectiveness of your online marketing strategies, onsite content, user experience, and device functionality. All these statistics show you what is working well, and more importantly, what isn’t. Once you identify any issues your site may have, you can create a solution. Google Analytics allows you the information needed to improve your website and make it the best it can be.

How Better Keyword Research Gets You Better Results

What Are SEO Keywords?

Your SEO keywords are the keywords and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its potential visitor base with keywords for SEO that help connect searchers to your site. Keywords are one of the main elements of SEO.

In other words, you need to know how people are looking for the products, services or information that you offer, to make it easy for them to find you—otherwise, they’ll land on one of the many other pages in the Google results. Implementing keyword SEO will help your site rank above your competitors.

This is why developing a list of keywords is one of the first and most important steps in any search engine optimization initiative. Keywords and SEO are directly connected when it comes to running a winning search marketing campaign. Because keywords are foundational for all your other SEO efforts, it’s well worth the time and investment to ensure your SEO keywords are highly relevant to your audience and effectively organized for action.

Settling on the right SEO keywords is a delicate process involving both trial and error, but the basics are easy to understand. Here we’ll walk you through researching what your customers are looking for, discovering those keywords that will help you rank on a search engine results page, and putting them to work in your online content.

Finding Your Best Keywords for SEO

Most beginning search marketers make the same mistakes when it comes to SEO keyword research:

  • Only doing SEO keyword research once,
  • Not bothering to update and expand their SEO keyword list, or
  • Targeting keywords that are too popular, meaning they’re way too competitive.

SEO keyword research should be an ongoing and ever-evolving part of your job as a marketer. Old keywords need to be reevaluated periodically, and high-volume, competitive keywords (or “head” keywords, as opposed to long-tailed keywords) can often be usefully replaced or augmented with longer, more specific phrases designed not to bring in just any visitor but exactly the right visitors. (Who visits your site – particularly if they’re people who are actively looking for your services – is at least as important as how many people visit.)

And you’ve got to diversify. Here’s a tongue-twister that’s true: diversity is a key word in the keyword world. You’re not going to stand out if you find yourself using all of the same keywords as your competitors. Not only should you try new keyword search tools and keep track of the results, but you should feel free to experiment based on your research – who else uses your keywords? And how do you make yourself stand out? By providing great content that truly answers the questions your prospective customers are asking with their keyword searches.

Using Our Free Keyword Tool

Using Our Free Keyword Tool

Google AdWords is free SEO keyword research tools that help you find your best, most relevant keywords—keywords that will drive ongoing web traffic and conversions on your site.

Benefits of using Google AdWords keyword tools, including the Free Keyword Tool, for better SEO include:

  • More SEO Keywords – Get FREE access to thousands of keywords plus keyword search volume data, mailed right to your inbox.
  • Targeted SEO Keywords – Filter your keyword results by industry or country so you can focus on the keywords that will work for your account.
  • Grouping SEO Keywords – Learn how to organize your new SEO keywords into actionable segments using effective keyword grouping.

Google AdWords keyword toolset is also hugely valuable for PPC marketing – use the Keyword Niche Finder to identify new ad groups for your Google Ads campaigns, and use the free Negative Keyword Tool to find negative keywords that will reduce wasteful clicks and save you money.

Making Your SEO Keywords Work for You

Now that you’ve found the best keywords, you need to put them to work to get SEO results (search-driven traffic, conversions, and all that good stuff).

So: how to proceed? On the one hand, SEO best prEactices recommend that you include relevant keywords in several high-attention areas on your site, everywhere from the titles and body text of your pages to your URLs to your meta tags to your image file names. On the other hand, successfully optimized websites tend to have thousands or even millions of keywords. You can’t very well craft a single, unique page for every one of your keywords; at the same time, you can’t try to cram everything onto a handful of pages with keyword stuffing and expect to rank for every individual keyword. It just doesn’t work that way.

So how does it work? The answer is keyword grouping and organization. By dividing your keywords into small, manageable groups of related keywords, you’ll cut down on your workload (significantly), while still creating targeted, specific pages.

For example, let’s say you were running the website of an online pet store. You might be wise to create one keyword grouping for all your dog-related products, then one for all of your parakeet-related projects, etc. The next step would be to segment each group into smaller subgroups (parakeet cages, parakeet toys, parakeet snacks) and then even smaller groups for each type of product (low-fat parakeet snacks, luxury parakeet snacks… you get the idea). Now your pet store can create individual pages optimized for each small keyword group.

A marketer attempting to optimize a web page for the “gourmet parakeet snacks” keyword group should consider doing most if not all of the following:

  • Using the keyword in the title of the page
  • Using the keyword in the URL (e.g., online-petstore.com/parakeets/snacks/gourmet)
  • Using the keyword, and variations (e.g., “gourmet parakeet snacks”), throughout the page copy
  • Using the keyword in the meta tags, especially the meta description
  • Using the keyword in any image file paths and the images’ alt text
  • Using the keyword as the anchor text in links back to the page from elsewhere on the site

When optimizing your web pages, keep in mind that keyword relevance is more important than keyword density in SEO.

Need Help Finding SEO Keywords?

Try our Free Keyword Tool today. And, to make the most of your keyword research, be sure to check out our resources on keyword grouping and keyword niches.  

How SEO Is Most Useful For Your Amazon Business?

If you do business via selling on Amazon, you know that rankings are vital. You want rankings, reviews, and to get found in Amazon search results when people search for the product(s) you sell. Amazon isn’t the same as other search engines like Google, Bing, and Yahoo!. Amazon is a unique buying platform that’s designed to help the cream rise to the top. In your efforts to learn how to rank higher on Amazon, it’s helpful to learn more about Amazon SEO best practices.

How do you rank on Amazon?
Amazon needs to see your product as relevant to people searching for keywords related to that product. It can take time. And sales. And reviews.

Perception of relevance and keyword optimization can help you get your product listed when people search. And how you then optimize the product page is what can help you get your product to a wish-list, or better yet, 1-clicked. Success could even get you the coveted ‘Amazon’s Choice’ banner, which is as good as a top result for the top-ranking keyword phrases for your industry on Google.

Whether you are new to Amazon or have been selling on the platform for a while and want to rank better, following best practices for Amazon SEO can make a big difference.

Here are some things to keep in mind:

A Picture is Worth $$$.
your Amazon listings can help you sell. They can also turn buyers off. If target customers are searching for what you’re selling, they will be presented with several listings as results with images, short descriptions, prices, number of reviews, and average star rating. What you have here is what could result in a click, or not.

Once they’re on your listing page, the description, image(s), content, and reviews are what will help you sell.

Tips:

Great images are important. People can view these on their phone screen, their laptop, or other devices.

It’s also important to use high-resolution images. You can choose images as a primary thumbnail as well as include additional angles, even videos to be shown on your page.

Do some competitive analysis to help you choose the image(s) and to write your descriptions.

Optimizing Your Amazon Description
Sales writing skills matter in Amazon sales. You want enticing, accurate, helpful descriptions that make people interested in buying from you. Descriptions can instill confidence. They can also do the opposite.

People see your description in the listings, and they get an opportunity to learn more if they click. For this reason, it’s important to put the most important information first.

Your Amazon product description should do two things — appeal to potential customers as well as help you rank with Amazon SEO. Keyword research and good sales copywriting skills are both important.

Relevant keywords that are commonly used can help you get ranked. However, resist the urge to “keyword stuff”. Remember that the description isn’t just being read by Amazon’s bots. It’s going to either help or hurt you in terms of converting searchers into 1-clickers. Even your seller name can help or hurt your rankings. You have a limited amount of characters available in these fields, so use them well to entice clicks as well as help you get ranked.

Tips:

Bullet points work well and are eye-catching.
White space is important. Don’t cram all the information in one paragraph.
Consider using some basic HTML to make your description eye-catching. Examples of this include bullet points, bold and italics, larger fonts, and images.

Triple-check for typing errors. You could do everything else right and then turn off a potential buyer with typing or punctuation errors.
Try to anticipate questions that might be asked and answer them
Categories Matter.

Research categories to ensure you get an opportunity to rank for the right categories. If you run a search on Amazon for a popular product, you can see what suggestions come up. Do some keyword and category research to help you categorize your products.

Other Considerations in Your Amazon Sales Strategy
Reviews – Reviews help sell. Consider reminding customers through a follow-up email to review. Be sure to be available to answer questions or deal with any order problems so that (hopefully) you’ll get an opportunity to get more 5-star reviews.

Questions – People often ask questions through the ‘ask a question’ feature on Amazon. Checking questions and answers can help you further optimize your product descriptions as well as ensure that you’re providing great customer service.

Sponsored Ads – Sponsored ads can help you boost your Amazon product sales. Like Google PPC ads, they can be expensive if you dabble without much expertise. Be sure to do research and /or get professional help with Amazon advertising campaigns to get the most out of it.

Analytics – Check your analytics regularly to see what information you can glean to help you with your overall Amazon marketing strategy.

What is Amazon SEO: Conclusion
Optimizing each product description based on Amazon SEO best practices can help you get found by people searching for your product(s). Remember, people make buying decisions based on a variety of factors, including images, reviews, descriptions, pricing, and availability. Paying attention to Amazon SEO best practices, striving to provide great customer experience, keyword research, competitive analysis, and operating with continuous improvement principles can help you achieve great success with ranking on Amazon, selling on Amazon, and getting great reviews as well as repeat customers.

How Voice Search Impact Your SEO

If your site isn’t optimized for Google voice search, you could be losing out on a lot of potential for traffic. Conversely, if you consistently and persistently work at optimizing your site for optimum customer experience, considering that visitors could be arriving via PC, smartphone, or without a screen via a voice assistant, you can look forward to being able to rank well for target key phrases as well as increase your incoming web traffic while boosting your rate of conversion for site visitors.

Voice search is now considered an integral part of SEO and this is even bigger than SEO for mobile because you’re not just for targeting business where the target audience is on the move while searching for your product or service from their phone. With the increasing popularity of voice search capabilities, AI, and voice assistant technology, even people sitting in their office at their workstation are using it instead of putting fingers to keyboards at times.

Google and other search engines pay close attention to how well your web pages are optimized for people using their voice as well as their keyboard to make buying decisions. And this is reflected in search engine results pages. Your efforts to appeal to keyboard searchers along with voice searchers will pay off as the trend continues to point to more and more people using voice search to find answers that assist them in making their buying decisions.

We’re Way Past the Early Adoption Stage
Using voice search is becoming second nature to people of all ages. Whether your target customers are gen Z or baby boomers, an increasing number of them use voice search as part of their daily routine in everything from asking about the weather, finding out local movie showtimes, to making reservations, finding a local roofer / plumber / electrician, etc. to finding out which computer / SUV / television has the best ratings.

Data Mining Will Help You with Voice Search SEO
When was the last time you looked at your website analytics? Do they tell a story about how well you are or are not optimized for voice searchers? Are there trends and bounce rates that show you that there are Vancouver SEO areas you need to improve upon?

While it’s not always evident by the search terms whether the person using a keyboard or a voice assistant, it’s helpful to ensure you do your best to cater to people who are getting answers with and without a visual screen. Using natural language and thinking like prospective customers when creating and optimizing your web content will make a difference in voice search SEO success. Delving into and interpreting your web traffic reports regularly will help you immensely with your SEO efforts.

Find X Near Me
In addition to providing those using a screen with visually appealing customer experience, succinct answers and clear call to action on your website can help you convert voice search customers, effectively. People are hungry for answers and they want them fast.

Voice Search is Changing SEO
Google Voice

Smartphones and voice assistant technology have changed the SEO game. Instead of adding it into your strategy to cater to the up to X% of searches previously attributed to mobile voice search queries, the number is rising consistently. People aren’t just using voice assistant technology on their mobile phones, either. They use tools like Cortana with their PC. People use their Siri, Bixby, Genie, and other voice assistant tools. There’s also Google Home, Amazon Alexa, and others.

Companies that factor Google voice search strategies into their search engine optimization strategy for users with and without screens will benefit from those efforts. Conversely, if you’re not considering how voice search is changing SEO, you’ll lose out on the opportunities it presents. Statistically, it’s believed that the year 2020 will see a vast increase in voice searches for products and searches.

Voice Search Plus Responsive Web Design = Success
Considering user experience in your online marketing strategy will serve you well in your quest to use your website as a lead generation tool. Where you strive to make it easy for your prospective customers to initiate contact, you’ll see results.

Here are some tips

Write content to get featured in Google snippets. If your site has them and you’ve got a great SEO strategy, there’s a chance your featured snippet will get read aloud. Crafting helpful content is important and can help your site get noticed, get seen as an authority in your niche, and therefore get more rankings and traffic.
Optimize for the long tail. SEO strategies that use geography are vital in this day and age. Ensure your site is optimized for your local area within metadata as well as in your off-page and on-page content marketing efforts.
Claim listings on local directories and review sites so you’re certain they’re optimized and contain correct information.
Be sure you’ve claimed your red balloon/business listing with Google.
Use natural language on your website to appeal to bots that crawl for answers to questions.
Answer frequently asked questions on your site succinctly. (People with and without screens using voice search often want answers fast and Google Home and Alexa, etc. search for the best way to answer people) Being succinct is subjective, of course, but after you answer your questions, look at those answers and try to shorten the word count by eliminating needless words without eliminating the natural-sounding flow of the answer.
Leverage voice search in both your on-page and off-page efforts.
Ensure you optimize site loading speed. Today’s searchers want succinct information, but they also want it fast.
Look at Today’s Traffic Sources
When you dig into your website analytics, what sorts of searches are arriving on your page? Are keyword searches coming in that make it obvious that people are searching for you via voice search? Look at click-through rates, bounce rates, and consider optimizing the pages they arrive on further to appeal to the searches those pages are getting.

If you’re looking for help with SEO, be sure you deal with a Vancouver SEO Company that leverages voice search as part of its search engine optimization offerings. Contact us here at vancoverseoca@gmail.com and we can discuss what we can do for you.

6 Ways to Use SEO on Instagram for Social Marketing

Instagram is a social marketing platform that has continued to grow in popularity. It is a photo-based social networking site, where many brands have started to flock and learn the methods in which to use SEO to push their brand messaging. Instagram for social marketing requires that the content curator learns how to master the skills of creativity using photography with short text descriptions and relevant hashtags. If you’ve done all you can do to your Instagram account and have built a decent reach, now is the time to learn how to use SEO on Instagram for social marketing.

Many marketers have been deterred from Instagram because it is a mobile app-based social networking platform. There is no way to use a desktop version of Instagram to post or schedule your content. This requires the marketing department to have the Instagram app downloaded to a business cellphone so that team members can keep up with social marketing on this platform. Using Instagram for social marketing will require that you build engagement, rapport, and influence as a priority.

Determine Your Brand’s Message

The first step to creating good SEO on Instagram is to align your efforts with your brand’s messaging. Make a few short key phrases and keywords as well as relevant hashtags that will be used regularly. While you may already have this brand messaging solidified, remember that Instagram is more about photos; you may need to shorten your brand’s message and concentrate on visually representing your brand. These shortened tags will be your brand’s messaging and will be used regularly with all new photographic content on Instagram. Maintaining specific keywords within the description of your Instagram photo will ensure that your Instagram account is indexed in a relevant category on the internet.

Host Contests for Prizes

While many brands have hosted contests on other social networks, Instagram is a fantastic resource that’s starting to see an influx of contests. Investing a little money into giving away a specific number of prizes to those who enter your contest on Instagram could net you thousands of new followers. If you’re going to host a contest for prizes as a means to boost your Instagram influence, keep in mind that Instagram is a photo-based app and users are there to enjoy the photography in their feeds. This means your content will have to be photo-based, as well. Your contest photo should be relevant to the prize, as well as catchy, to be sure it entices Instagram users to follow through with entry requirements.

Research Keywords and Hashtags

Most of us have gotten used to using a Google keyword planner to develop a good social marketing strategy. When it comes to Instagram, there isn’t a place for you to evaluate keyword and hashtag data to use in your mission to optimize your Instagram account. You can use apps to see what people are using for hashtags on Instagram; however, these apps won’t organize the hashtags in a way that showcases true relevancy. It’s up to your content curators to determine which hashtags will work best for popularity and SEO reach on Instagram. Creating your hashtag won’t work as a means to use SEO on Instagram unless you’re a big brand.

Influencer Marketing

With all content marketing, even on social media, the text is king. Another creative way to use Instagram for social marketing is to use influencers to push your brand messaging. Influencers could be celebrities, well-known bloggers, or other highly connected people who have a large following. Find influencers on Instagram and locate a few who suit your niche. Reach out to influencers to ask if they wouldn’t mind posting content in exchange for fees or free merchandise to help boost your SEO. Require specific keywords and hashtags, as well as a tag back to your brand’s Instagram account. Using influencer marketing for social media isn’t a new thing, and it has worked successfully for many brands.

Use Instagram Business for Advertising

Lastly, you can use Instagram for business to advertise your brand’s message and increase visibility. Once you’ve determined what key phrases and hashtags will work best for your social marketing on Instagram, you may now venture into advertising. Instagram has a business advertising account for any member who has Instagram set to a business account. You can search for metrics and assign the proper target channels that will easily boost your SEO without much effort. Taking the time to set aside advertising dollars to use on Instagram business for advertising will be a great investment for your brand’s future.

Use Data to Help Determine Strategy

There is a lot of back and forth data surrounding whether or not Google indexes social media profiles. While search engines like Bing and Google may say indexing social profiles plays some roll in the search engine results, this has not been clearly defined. Regardless of the current status of whether search engines are ranking your social media platforms or not, you still need to focus on SEO for social marketing because search engines are constantly evolving. In the future, your Instagram account may be indexed, so why not use these six ways to boost SEO on Instagram to make certain that you’re prepared when that time comes?

With each of these six strategies started, you should easily be able to fine-tune your Instagram account for proper SEO. You will quickly find that your followers, reach, and engagement increase because you took the time to optimize your Instagram account for social marketing. Remember that social marketing is all about using relevant text, hashtags, and, in this case, photography to tell a story. The more compelling and creative your brand’s story is on Instagram, the more likely you will increase your reach on this social networking platform. Keep in mind that consistency and regular updating to your Instagram feed will be the keys to success in this social media arena.

Can SEO Work For Franchises?

A sometimes overlooked part of the small business community is those businesses that are part of a bigger franchise. These businesses contribute to their local communities in a very valuable way. Franchise businesses are no different than any other small business and can benefit from SEO in the same way. Similarly, if you have a company you want to turn into a franchise, it’s important to have an SEO Vancouver strategy in place. Vancouver SEO helps to boost the discovery of the business. It also increases how often search engines offer up content from the company in answer to customers’ queries.

In spite of this, marketing for franchise businesses is far more complicated than for individual small businesses. There are two main reasons for this. Companies must balance cohesiveness with local differences. Corporate must also find a way to get competitors to work together in specific regions as a team. This is often easier said than done.

What Is A Franchise?
In everyday conversation, many people use the word “franchise” to mean a business that has several branches. If a local cafe expands into six different spots across town, for instance, people may begin to refer to it as a franchise. The technical meaning is a little different. The cafe is only a legal franchise if the business owner grants rights or licenses to someone else to sell the same products under its brand umbrella.

In most instances, the owner of the umbrella company maintains control of the marketing and promotions. This person is the franchisor. The franchisee owns the individual branch(es). This person may need to contribute a percentage of sales revenue to the marketing budget. In turn, franchisees get to hit the ground running. They can do this without worrying about the usual startup considerations that come with opening a new business.

What Are The Challenges?
Franchisors often pay more attention to growing the umbrella business than boosting sales in individual locations. Business Insider also estimates that only 65.3% of franchises remained open after four years. It contradicts a longstanding, century-old estimate that 95% of franchises make it to at least their fifth year. The more recent estimate also better reflects some of the challenges franchises face.

Balancing Act
Corporate must decide how it plans to balance the marketing needs of corporate with the needs of individual locations. This may become more important in two scenarios. The first is when franchises have to consider cultural differences. The second is when the franchise enters regions that speak a different language. The balancing act also stretches into choosing keywords. Geo-tagging is one of the main ways to boost the ranking in local searches using keywords.

Infighting Risks
To customers and onlookers, a franchise is one company with several locations. Whether they eat at the franchised cafe up the street or the one 10 miles away, it’s the same company. For franchisees, all the other locations of the business that they do not own are competitors. This can lead to infighting within the company. It may also cause reluctance to contribute to the corporate marketing fund. At the individual level, owners may feel reluctant to promote too much because it may drive business for another location as well.

Limited Data
Both franchisors and franchisees may notice a disconnect in marketing. Limited information collected by and communicated between the two groups may cause this. The umbrella company may not pay keen attention to local differences and how effective different campaigns are in certain areas. Meanwhile, the individual branches may lack access to the data analytics of the parent company to see what drives their sales. This disconnect can make it difficult for either party to draw a straight line between marketing efforts and sales results.

Rogue Media
Most franchises do not want local branches to create their own websites or social media handles. These are difficult to keep track of and would compete with the corporate website and handles. There is also the potential for misrepresentation of the overall brand due to unauthorized content. This may present problems for not just the franchisee responsible but the other locations and corporate as a whole.

What Are The Solutions?
In spite of the challenges, both corporate and its franchisees can work together to come up with mutually beneficial solutions. This requires creativity and compromise.

Flexibility
Providing SEO services at both the brand and individual level helps reduce infighting. One way successful franchises do this is to give each individual location its own webpage to manage on the corporate website. The franchisor may review any potential changes before they go into effect. This ensures cohesiveness. Facebook also has tools in place to break up official pages into separate franchise locations.

Independence
Franchisors are often appalled to discover “rogue” media created by individual franchisees who want to promote their business. Granting some independence may prevent these from popping up. Corporate may provide franchisees with a style guide, as well as the criteria for approved marketing agencies they can work with at the local level.

Paid Search
Paid search allows companies to target customers in specific locales. Both corporate and franchisees may use this to drive customers to specific locations. This is where geo-specific keywords may come in handy. The franchisor may also use paid search to target a more general geographic area for regular ads and promotions.

Google Perks
Franchisees should take advantage of the many perks offered via Google for small businesses. Chief among them is Google My Business. This allows companies to list specific franchise locations. Unfortunately, franchisees often stop here. Instead, they should spend some time on adding high-quality photos and soliciting reviews from customers who do business with them. Better reviews may help branches differentiate themselves based on service and aesthetics.

Is It Worth The Hassle?
While difficult, doing SEO for franchises is neither impossible nor ill-advised. When done correctly, it contributes to improved brand recognition for the umbrella company. It also provides increased sales for the small business owners who manage the franchise.

Local Engagement
People tend to gravitate toward what’s most familiar. When ads tune in on the idiosyncrasies of a particular area, it may resonate more with local consumers. For instance, consider the difference in effective marketing styles for a cafe shop catering to techies in Silicon Valley versus the same one in a community of artists.

Accurate Messaging
When properly executed, SEO campaigns for franchises prevent discrepancies in the messaging that customers may read as false advertising. SEO tackles the word content of websites and even ads. While not the primary function of SEO, that focus ensures everything lines up the way it should. That cohesiveness can help prevent confusion among customers.

Easier Momentum
Building a business from scratch takes time. Buying the rights to one is a much shorter process if you can secure funding. Generating revenue and turning a profit is also faster due to the sales and marketing momentum from the overall company. SEO further amplifies this momentum by introducing organic search to the mix.

Long-Term Strategy
Every so often, new trends circle throughout the marketing field. These may include the use of specific memes or pop culture references. When incorporated into annual Super Bowl ads and seasonal website copy, they may create a boom in sales. Once the trend passes, marketers are back to the drawing board again. SEO is a long-term strategy that requires very little tweaking or adjusting over time.

In short, yes, franchise SEO is worth the investment of time, money, and compromise. Without SEO, franchises would struggle to gain the popularity necessary to attract more small business owners. However, franchisors must learn to compromise so as to boost local businesses in all the areas in which it operates.

Most 6 SEO Trends to Watch in 2019

Millions of small businesses in the United States are not taking advantage of the customer rich pool of buyers in the Google search engine. They aren’t implementing solid SEO strategies and as a result, are missing one of the most cost-effective ways to advertise on the internet.

SEO isn’t rocket science but it does require technical know-how to practice successfully. Because Google is constantly updating its algorithms, it takes a ton of effort to stay up to date and in tune with those changes. 2019 is no exception when it comes to the changing SEO landscape. There are quite a few SEO Vancouver trends that can help your small business get those coveted top rankings in the Google search engine. If you’re ready to start outranking your competition, keep reading about the most important SEO trends in 2019.

1 Valuable Content

To be honest, this one isn’t a new concept but it will pay dividends if you put it into practice. People go to the search engines for several reasons but more and more it’s to find answers to buzzing questions. Research what questions are being asked in your niche and write in-depth answers. The key here is to first identify what your customers are searching for. What do they want to know? That’s the hardest part of the process. Once you’ve answered that part of the equation, you write an amazing piece of content that answers the question. That’s how you become the authority in your niche. When I started Bright Speed Media, I committed to only write and publish content that would provide value to anyone looking for reliable info on the topic of search engine optimization.

2 SSL Domains

This is essential moving forward into 2019. Google is all about providing the best possible information and user experience to its users. A secure socket layer domain speaks volumes to the validity and trustworthiness of your website. Increasingly Google is red-flagging websites that aren’t secure (HTTP is not secure, HTTPS is secure) to protect the user from entering a website that could be nefarious. For just a few dollars per year, you can install an SSL certificate on your domain and reap the potential boost in rankings associated. Keep in mind that many hosting providers include free SSL as part of their packages and even install the certificate for you at no charge. It’s one of the easiest things you can do to boost your rankings and get in line with the ever-increasing trend.

3 Search Intent

Google is pretty darn smart. As mentioned, the goal of Google is to connect users with the correct information they’re searching for. This is why searcher intent is so important to understand. Keywords still matter, don’t be fooled into throwing keyword research in the trash. it’s not dead by any means. However, there is a growing trend to look beyond traditional keywords to understand what types of content the search engines are prioritizing. It’s more about writing for your niche, providing value, and understanding the trends of your niche. That’s where your research should be focused on.

4 Video Marketing

Yes, video is already huge. But, it’s growing at lightning speed. There are a couple of studies out there predicting that by 2021, video content will consume over 80% of all internet traffic. If you’re not already taking advantage of video content, it’s never too late to start. Google gets a lot of attention which makes sense since it’s the mother of all search engines. However, YouTube is no slouch in the search engine category. It’s the 2nd largest search engine in the entire world. You must be utilizing YouTube to get your brand in front of your customers.

5 Long-form content

So, being in this industry for the last decade, ideas of content length have come and gone. It’s widely understood that you should NOT write content just for the search engines but rather for the user. Well, I think that well-intentioned experts have sort of broken their own rule in a roundabout way. The hot trend right now is to write long-form content that is around the 1500 wordmark. It appears that this length of content is performing well in the SERPs. But, if you go out and simply write 1500 words to perform well in Google and rank high, then you’re writing for the search engine, aren’t you? So, in my humble opinion, you have to first write your content 100% to give your audience value. Then, go back and correctly optimize the article for the search engines. It’s silly to just focus on one or the other. You have to do both.

6 Website speed

It’s a fact that a faster site is going to keep your visitors’ on-site longer and lead to more sales or subscriptions etc. People just don’t want to wait around for a slow site to load. Slow load time will send your bounce rate through the roof. There are some WordPress plugins that you can install on your website to speed it up. However, the best approach is to do speed optimization manually. We’ve put together a pretty helpful guide to get you started.

Implement Now These Digital Marketing Strategies and Tactics

There is no denying the fact that in this modern landscape, a significant part of your marketing strategy is based on digital marketing. Virtually all consumers and businesses are now online and to be able to reach them, effective digital marketing strategies and tactics must be leveraged. This article will talk about two primary sources of digital marketing; Social Media Marketing and Search Engine Optimization. There are digital marketing strategies and tactics for both platforms combined that are highly effective in present times. So without further ado, let’s start with.

Social Media Marketing

Social media marketing is growing rapidly, and you can also jump on this bandwagon to harvest excellent results for your business. Besides launching the typical Facebook ads, there are some strategies that you can implement to build a loyal audience on social media.

Get More and More Engagement

In 2018, Facebook announced that they would use meaningful engagement as an essential signal for the prioritization of a post in the News Feed. This means that their algorithm will favor the content that will spark a genuine conversation. So one social media strategy that you need to implement from now is to create more and more engaging content. So you can get more engagement in terms of likes, comments, and shares that will ultimately give priority to your post in people’s newsfeeds.

Leverage Micro-Influencers

According to Digital Marketing Institute; 49% of the consumers depend on the recommendations from influencers to make a purchase. This means nearly half of the consumers are influenced by influencers and it looks like this number is going to increase in 2019. So why not incorporate influencer marketing in your social media marketing. You can ask the influencers that are relevant to your industry to recommend your product on their social media profile and pages. But, most of the influencers charge a hefty chunk of money to do that. And if you have a small budget, you can use Micro-Influencers. They are not celebrities and have a small following (around 40k) but virtually all of their followers are genuinely interested in their posts, and they may have a larger influence on their audience than a big influencer. Plus, they are likely to charge 20x times less than a celebrity influencer.

Reach Out To Your Audience Personally

A personal touch to anything always comes in handy and social media marketing is the same. If you want to win the audience, you need to leverage live streams to talk to your audience face to face. According to Business Insider; live video content receives 10 times more engagement than regular video. This shows how people respond to live streams and if you are talking directly to your audience and responding to their queries, you are likely to get more and more engagement and brand loyalty.

Leverage Stories

If you don’t know, the story is a visual content in a vertical format that usually lasts for about 24 hours. It was first introduced by Snapchat and later on copied by Instagram, Facebook, YouTube and even LinkedIn. According to Statista; There are currently over 400 million people that watch stories on Instagram daily, and Facebook is also trying to integrate stories in people’s daily routines. This shows how impactful stories can be in your social media marketing efforts. You can make use of stories in several ways ranging from promoting an event, Displaying user-generated content, promoting a newsletter, promote your product more creatively, creating polls and contests and so on.

Search Engine Optimization (SEO)

If Social Media Marketing is a giant, then Search Engine Optimization is a behemoth when it comes to digital marketing. This is because you get highly relevant traffic and if your website gets ranked, you can get a massive amount of traffic for little to no advertising costs. To get a glimpse of the importance of Vancouver SEO, look at some statistics.

Let’s Look at Some Stats First

Google alone gets 3.5 billion searches per day (InternetLiveStats)
70 to 80% of users on search engine focus on organic results (HubSpot)
It’s estimated that the organic search is nearly 5.66 times better than the paid search ads. (HubSpot)
According to 61% of marketers; improving the organic presence is one of their top inbound marketing priorities (HubSpot)
The SEO industry is estimated to have a worth of $80B by 2020 (Forbes)
Now that you know the power of Search Engine Optimization (SEO) let’s talk about some SEO tactics and strategies that will help your digital marketing efforts.

Discover Untapped Keywords

We all know how important it is to use keywords in the content of your website. While most of the marketers find keywords using different keyword finder tools, the keywords they find are like to be used by many other marketers as well. So how do you find unique keywords that are still untapped? Well, you can use Reddit for this purpose. It is a keyword research goldmine, and many marketers don’t know about it. So to find highly valuable and unique keywords, go to Reddit and go to a subreddit where your target audience hangs out.

For instance, if you need to find keywords for your digital marketing blog, you can type digital marketing in the search bar of Reddit. Now look for terms that are appearing frequently in different threads like if “SEO strategy” is appearing in several different threads, you can take that keyword for your blog. The reason for doing this is because if many people are using that term, there is a possibility that people will be searching Google for that term as well.

Publish High-Quality Content

It’s no secret! The more quality content you post, the more traffic will be coming your way. However, there are tons of websites that want to rank in search results but lack a blog or have very few blog posts. Keep in mind that you are not going to rank with just five pages on your website that list your products only. You need to regularly post blogs on your website to show Google that your website is active. Craft high-quality content that is relevant to your niche and is genuinely targeted towards providing valuable knowledge to people. The more people like the content on your website, the more Google will rank it. Besides, if people like your content, they will also share it which will give you backlinks, thus, more chances of getting ranked. Lastly, make sure to write longer content with in-depth knowledge, the average result on the first page of Google contains 1800 words. (Source, Backlinko)

Update Old Blog Posts

Since we are talking about blog posts, updating your blog posts continually is very important. If you have found something that is worth writing about, but you have posted a similar blog with less information already, update that blog by adding the new information to it. This will have two major benefits. The first is that you will not get into keyword cannibalization where multiple pages are competing for the same keyword, but none of them is ranking. Secondly, your previously written article may already be ranked, so it makes perfect sense to update that one with fresh content to provide updated content to people already visiting that article. According to Orbit, ME; Only 55% of bloggers update their old posts, and those who do are 74% more likely to see strong results.

Install SSL Certificate

Since 2014, SSL has become an important ranking factor of a website and if you don’t know why then it’s because of security. Due to the rise of cybercrime, people are reluctant to share their sensitive data on a website like personal contact information, an email address or credit card information if you have an e-commerce store. Therefore, installing SSL is crucial for your ranking.

Tip: You can get free SSL from Cloudflare.

Increase The Speed of Your Website

Most people don’t know this, but slower websites tend to rank lower in Google search results. The primary reason for it is because Google’s crawlers will not be able to crawl all pages due to the slow speed of the website and that will negatively impact your site’s indexation. Another reason is the bad user experience. Google gives a lot of weight to the user experience when it comes to ranking, and if your website is slow, users are likely to close it and not come back which will in result decrease your ranking or not let it go higher from its current rank. So here are a few things to do to increase the speed of your website.

The first and most important thing to do is to compress your images using any online image compressing tool. This will reduce image loading speed.
Limit your plugin use. If you have plugins that you rarely use, or they provide very little value, get rid of them. (Tip: Remove your slider because it takes a lot of space, people rarely use it, and it’s annoying as well. Replace it with a static image and a Call-to-Action button).
Get a better hosting provider to increase your website’s speed. You can use Page Speed Insights to see your server’s response time and if it is over 2.5 seconds, switch to better
Use CDN if you have a global user base to make your website load faster in areas far away from your server.

Interlink Your Pages with Keywords

Another very effective digital marketing strategy that works best with SEO is to interlink your pages with the keywords in your blog posts. You can add hyperlinks to your products to increase sales. You can also add links to other pages or blog posts that you want to send the traffic to and that will help you rank as well. Just make sure not to stuff unnecessary keywords to force the inclusion of other pages’ links. Decide the keywords to target strategically before writing the blog post and then only use those keywords and link relevant pages to them.

Make Your Site Mobile-Friendly

Google has recently made it clear that mobile responsiveness is one of the major factors behind a site’s ranking. This is because almost 60% of internet access is done with mobile phones (Source, Infront). So if your users see a smooth and mobile-friendly interface of your website, they will not switch to another website for information or shopping which means your website will have a low bounce rate (percentage of people navigating away from the website after only viewing one page). And the lower the bounce rate, the higher the chances of getting ranked.

Set Up a Google My Business Listing

If you own a business, you can get a listing on Google that will display your business when someone searches for it or a related query. For instance, if your plumbing business is in California and someone searches “Plumbers in California” there is a good possibility that your business will be shown among other listed plumbing businesses in California. This means you will get traffic even if your website is not ranked well. Here’s how to do it.

Go to Google My Business and create an account.
Make sure to fill in all the details correctly because Google will ask a lot of details about your business.
Get some appealing pictures of your business place and put them in your listing to make it easier for the user to find your business.
Get some reviews from friends and regular customers because reviews are very important for the ranking of your local listing.

Legally Steal Competitor’s Backlinks

Backlinking (getting links to your website’s pages from other websites) is the most valued factor by Google when it comes to ranking. But the backlinks must be from relevant sources and should be of high-quality, meaning from reputed websites. And the best way to get well-reputed and relevant backlinks is to steal them for your competitors. Here’s what you need to do.

Search the keyword you want to rank for in Google.
Gather the top 10 results.
Check their backlinks through backlink checking tools. There are plenty of tools out there, and you may not find all data at one tool because they have different databases. So use a combination of backlink checkers. Some popular checkers include Ahrefs, MajesticSEO, and SEO Spyglass.
Create a list of competitor backlinks in a text file and save it somewhere.
Now you need to analyze the backlinks to pick out the best ones. Look for links that have a PR value and are indexed in Google. You can use tools like Rankchecker, Inspyder Backlink Monitor, SEO Spyglass and so on.
Now open the selected links that you have checked for indexing and see how your competitor got their website’s link on that page. If they got it through a blog comment, simply post your own comment, and if they got it as a guest post, then you need to contact that blog owner to ask for permission to guest post on that blog.
Tip: Create a list of the websites that you used to get backlinks and save it. It might come in handy the next time you need backlinks in the same niche.

These tips are by no means an exhaustive list but implementing 1 or several can be a turning point in your digital marketing efforts. We’ve been in the SEO and digital marketing space for over a decade. If you have questions or need an expert, we’re just an email away. Contact us here at vancoverseoca@gmail.com and we can discuss what we can do for you.

Options Of Targeting New Audience Coming to Google Search

Vancouver SEO Company brings great news for search advertisers. In preparation for the rapidly approaching holiday season, Google has announced two new ways to reach your target audience with your text ads. With the help of affinity audiences and seasonal event segments for in-market audiences, you’ll be able to get your best messaging in front of high-quality prospects with ease.

Let’s take a closer look at each of the new targeting options both of which will arrive in your Google Ads account in the coming weeks and share some thoughts regarding their potential impact on your holiday marketing strategy. Then, we’ll wrap up with some advice regarding the next steps you can take.

Affinity audiences for search
If you’re familiar with display advertising, affinity audiences are nothing new marketers have long been able to use them to reach prospects across the GDN. Basically, an affinity audience is a group of consumers who have all demonstrated an interest in a particular topic. To determine whether someone qualifies for a given affinity audience, Google considers factors like search history, frequently visited web pages, and so on.

Soon, you’ll be able to improve your search campaigns by layering affinity audiences on top of your keywords. In their announcement post, Google uses the example of a company that sells camping gear. If this were your company, you’d traditionally reach prospects by targeting keywords such as “tent for camping.” With an affinity audience, you’ll be able to target that keyword while simultaneously targeting users who’ve shown an enthusiasm for the outdoors.

In other words, affinity audiences for search will allow you to refine your targeting such that the consumers seeing your text ads will be more likely to convert.

Impact on your holiday marketing strategy
With the holiday season comes a surge in competition on the search network. Generally speaking, advertisers tend to increase their budgets and target larger pools of keywords. As a result, driving meaningful website traffic from a generic keyword like “tent for camping” becomes considerably more difficult.

Layering affinity audiences on top of your search keywords will make it easier to cut through the holiday marketing noise. As competition intensifies (and CPCs increase), you can’t afford to waste time on prospects unlikely to convert. Thanks to affinity audiences, you won’t have to.

Seasonal event segments for in-market audiences
Since 2018, in-market audiences have been helping search advertisers improve conversion rates by connecting them to consumers who are actively researching and comparing products. For example, if I spend weeks searching for queries like “men’s jeans” and visiting eCommerce websites like H&M, Google will likely place me in the in-market audience for Apparel & Accessories. That way, retailers that sell men’s jeans can easily reach people like me people who are clearly interested in making a purchase.

Google Search seasonal event segments
Soon, in-market audience targeting will get even more robust with the introduction of seasonal event segments subcategories of consumers who are actively researching and comparing products in preparation for an upcoming holiday or event. Because you’ll know that the people you’re reaching have a specific occasion on the mind Valentine’s Day, perhaps you’ll be able to craft timely offers and well-targeted messaging.

In other words, seasonal event segments for in-market audiences will allow you to differentiate between consumers who are interested in your business in general and consumers who are interested in your business for a specific reason.

Impact on your holiday marketing strategy
Unsurprisingly, both Black Friday and Christmas are getting their own in-market segments when this update arrives in the Google Ads interface. Using these to bolster your message at a time when the competition is insanely high is a no-brainer.

For example, let’s say you sell outdoor apparel for the winter season coats, hats, scarves, etc. With the Black Friday in the market segment, you can reach people who are specifically looking to buy apparel from retailers running pre-holiday promotions. With this in mind, you can write your messaging accordingly: “Winter Coats for Women│Limited Time Black Friday Sale.”

Next steps for you
You should see affinity audiences for search and seasonal event segments for in-market audiences in your Google Ads account at some point in the next few weeks just in time to play around with them before Black Friday comes around.

Would I recommend immediately layering affinity audiences over your top-performing keywords? No, I wouldn’t. Remember the general purpose of rolling out affinity audiences for search is to allow you to refine the reach of your text ads and drive an increase in conversion rates. However, if you were to layer an affinity audience over a group of keywords that are already performing wonderfully for your business, you’d risk cutting out high-quality prospects and undermining your conversion rates.

Google ads conversion rate benchmark data
Instead, test an affinity audience with an ad group that has clear room for improvement. If the keywords in that ad group tend to garner a lot of impressions but fail to drive high conversion rates, they could very well benefit from the help of an affinity audience.

The same logic applies to seasonal event segments for in-market audiences. I wouldn’t immediately experiment with seasonal segmentation with your top-performing in-market audience. Again, I’d look for an audience that could clearly use a boost and see how the seasonal segmentation works there. The insights will be valuable, but the stakes won’t be high.