• Category: Strategy

    8 Tips to Improve SEO for Local Business

    According to an estimate in a 2017 Review Trackers’ study, more than 35% of all search traffic is local. That said, optimizing your site for local SEO is the key to driving users to your site. This is a crucial marketing strategy, especially for smaller regional businesses or companies that want to drive traffic to multiple locations.

    Optimizing for local SEO helps you compete more effectively against established brands that have been in the industry for ages. Here are eight simple steps on how to improve local SEO for your business.

    Optimize for Google My Business

    Google My Business is one of the best tools for getting your business in front of local customers searching for your products and services. By creating a Google My Business account and filling your listing, your local business will appear on Google Search local results, Google Maps, and Google Search Knowledge Panel. This makes it easy for customers to find your address, business hours, photos, and other information.

    Optimize Website Content for Local Keywords

    You want to optimize your website for keywords that are relevant to your local customers. Once you’ve done keyword research and have a list of local keywords you’d like to target, infuse them into your web content, headers, meta descriptions, title tags, and other SEO elements to boost visibility.
    If you’re not sure which keywords to target, we at Digital Engage understand the ins and outs of keyword research. We’ll help you target the right keywords to improve your local SEO.

    Optimize Your Website for Mobile

    Closely connected to the practical importance of local SEO is the rising use of mobile devices. Your local customer could be in the neighborhood and using their smartphone to look for a company like yours. Paying particular attention to mobile-friendly web design, for example, improves your local search rankings.

    Create Local Content

    Creating local content is a great way to grab a local customer’s attention. Consider setting up location-specific webpages or writing blog posts about local events and activities. Creating local content can help you gain authority for areas you’re targeting. For example, if you own a car dealership in Miami, you can write an article with maintenance tips or other location-specific advice for car owners in Miami.


    Optimize for Voice Search

    Thanks to the prevalence of voice assistants such as Siri and Alexa, voice search is gaining popularity. Businesses need to leverage this and optimize their content into more conversational tones. The trick is to make information readily available as more people will be seeking answers or solutions to a problem when using voice search.

    Get High-Quality Relevant Links

    High-quality, relevant links from other websites provide ample opportunities to boost your local SEO. They factor in Google’s local ranking algorithm because they indicate your legitimacy and authority in a particular field. An excellent first step is to get your business listed in online directories.

    Leveraging your offline relationships is also another way to go. For example, you can talk to other businesses or partnerships about linking to your website. Publishing high-quality content is also beneficial, as others will want to link to your website.

    Get Regular Reviews from Happy Customers

    Online reviews are essential in today’s world of stars and ratings. According to various studies, many people value positive third-party opinions as much as personal recommendations. Be sure to encourage your customers to leave positive reviews.

    Use Location Pages

    If you’re serving customers in different locations, leverage location pages by optimizing them to target those specific areas. Include details specific to each location, such as photos, individualized descriptions, contact information, etc. on each of the respective pages. This will ensure that local search results are relevant to local customers.

    The Importance of Local SEO

    Following the tips mentioned above will help increase your business’s visibility to local customers and increase your bottom line. However, optimizing your web presence for local searches can be challenging, especially without technical expertise. Not to mention, you never know when Google will update your algorithm, so it’s crucial to stay up to date on the most recent developments.

    Need help with local SEO? Call Digital Engage today at (423) 397-2467 or contact us online to speak to our friendly customer service. We are committed to helping your local business grow and realize its full potential.

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    digitaluser October 13, 2020 0 Comments

    10 Effective Ways to Reduce Bounce Rates in Google Analytics

    If you are struggling to convert traffic into sales online, you might have a problem with your bounce rate. In other words, people that are visiting your website are simply bouncing away. Fortunately, there are ways to improve your site, lower your bounce rate, and boost sales.



    What Is Bounce Rate?

    Bounce rate refers to the percentage of visitors to your website that leaves before viewing a second page. A high bounce rate can be indicative of many things. Maybe your site didn’t have a persuasive call to action. Perhaps users were unable to find what they needed in a timely and efficient manner.

    You can find your bounce rate using Google Analytics. Content that is “good” or “bad” depends on your type of site and your company goals. For instance, a search engine, like Google or Bing, typically has a bounce rate under 30 percent, which is considered excellent.

    However, simple landing pages with single calls to action like “add to cart” have bounce rates ranging from 70 to 90 percent. This range is considered substandard. The rule of thumb says that service, retail, and portal sites will have lower bounce rates compared to simple landing pages and content websites.

    There is no one sweeping fix to reduce the bounce rate. The figure may be a result of one glaring issue or a combination of several problems. Here are ten practical ways to troubleshoot for high bounce rates.

    ·        Provide a Better User Experience

    A user’s personal experience with your website can go a long way towards whether or they purchase your product or service. That is why it is essential to not only have a site that is intuitive to use, but aesthetically pleasing as well. A robust website should feature compelling visuals, easy readability, and a distinctive tone and color scheme.

    ·        Reposition Your Call to Action

    A compelling call to action should clearly and explicitly lay out what the purpose of the company, product, or service is. Users should be able to understand everything they need from this simple phrase.



    ·        Tell Your Brand Story

    Telling a compelling brand story can capture the hearts and minds of your target audience. Bring your brand to life with an exciting origin story or engaging mission statement. If you can attract people this way, you will be more likely to develop a loyal following.

    ·        A/B Test Your Site

    A/B testing allows you to test two versions of your webpage against one another to determine which one is more effective. This strategy is not only crucial for the landing page, but also can be applied to help you better target specific audiences, regions, and keywords. For instance, if your product is sold across the world, you can use A/B testing to show them content that matches their language and cultural experience.

    ·        Keep Your Content Fresh

    Regularly populating your pages with engaging content is imperative, especially if you produce art, videos, photos, or blogs. Businesses that updated their blogs periodically see 126 percent more leads than competitors that do not. Fresh content is also a chance to excite visitors about your call to action, upcoming announcements, or new products.

    ·        Use SEO

    Search engine optimization or SEO is the use of specially selected keywords to target specific audiences. Choosing effective keywords will increase the likelihood that visitors connect with your brand message and click through your website. Great SEO is a self-fulfilling cycle, as the keywords will lead to more clicks, which will boost your site on search engines, which will generate even more clicks, etc.…



    ·        Use Videos to Get Eyeballs

    Video is the ideal way to get someone’s attention in a hurry. The visual experience is designed to deliver your message quickly while demonstrating what your company is all about. Videos are always a tremendous opportunity to entertain the audience and give them a taste of your company’s personality.

    ·        Use High-Quality Images to Grab Attention

    The human brain processes images 60,000 times faster than text. So, if you want to get your audience’s attention, make sure you have unique visuals in the right places. High-quality images can increase the time users spend on the first page and the likelihood that they visit a second one.

    ·        Maximize Customer Reviews

    Let customers do the talking for you with user reviews. Considering that 70 percent of customers look at product reviews before they purchase an item, testimonials can influence audience members on whether or not they follow through on buying. The best reviews are ones that build trust with the reader without sounding like they are selling a product.

    ·        Demonstrate Your Credibility

    If your company sells to or partners with other name-brand businesses, flaunt it. People are more inclined to trust you if you can authentically associate yourself with a brand that they already know. You can also showcase any awards, certifications, or endorsements that your company has earned along the way.

    Contact us at Digital Engage to learn more.

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    digitaluser June 29, 2020 0 Comments

    7 Essential Tips to Guide SEO for Your Small Business

    SEO or search engine optimization is the practice of improving the visibility of a website. This effect is achieved through increased rates of organic or unpaid website traffic, in part because of higher quality content. Getting the most out of SEO can boost a website to the top of any search query.

    Understanding how to top search engine results involves knowing how the process works behind the scenes. For instance, Google uses crawlers to gather information about content across the web and feds the results into an algorithm. The algorithm then matches the data back to a search query.

    SEO can be a powerful tool for any small business. Well-executed SEO means higher quality and quantity of traffic as well as more organic results. Here are our seven essential tips to guide your small business through the world of SEO.



    Optimize Information on Your Website

    Your website is one of the most visible platforms for consumers to engage with your business. That is why all the information on and associated with the site should be strategically written. Something as simple as a domain name that accurately reflects your business type and location can make a world of difference.

    Information optimization comes in many forms. This process includes adding specific keywords on page titles to identify your business’ products and services and making contact information easily accessible. Similarly, ensure your website copy mentions your business’ location as much as possible, mainly if you rely heavily on foot traffic for sales.

    Encourage Users to Write Reviews

    A majority of consumers use product reviews to decide whether or to buy a product. An impressive 68 percent of Americans are more likely to use a business if they read a positive review. Similarly, the Harvard Business School reports that a one-star increase in a company’s Yelp rating can lead to a 5 to 9 percent increase in revenue

    Put simply, a wealth of persuasive user reviews can make or break your business. That’s why you should be advocating for reviews, whether it is in a company blog or on a coupon. Whatever strategy you use, make sure you make the testimonial writing process as convenient as possible.

    Develop a Strong Social Media Presence

    Proper use of social media can elevate a company to a whole new level. Social media is a perfect opportunity to keep an audience up to date with new products, services, and events. It is also a powerful tool to connect with fans and spread your brand message genuinely.

    While the list of tips to develop a strong media presence is infinite, the most crucial aspect is to understand your brand voice. Being consistent with your company’s brand mission and identity will make it easier for people to connect with what you are saying. There are also countless excellent examples of branded social media presence, including Wendy’s, Ben and Jerry’s, and Nike.



    Find Better Keywords

    Before writing new copy, it is essential to know what search terms and phrases users are searching for that might lead them to your site. This insight can inform future decisions on what to write, whether on social media, commercials, or a blog. One of the easiest ways to find these terms is with Google AdWords.

    The tool allows you to see how often specific keywords are searched and how it relates to your content. Similarly, you can see what things you should not write. This process, which is especially useful in pay-per-click campaigns, is known as using negative keywords.

    Make Use of Hyperlinks

    A hyperlink is a clickable link that leads from one webpage to another. These are most commonly seen with text but can be inserted into images or buttons too. Hyperlinks are valuable because they create backlinks.

    When Google’s algorithm analyzes website content, it rewards backlinks explicitly. They can lend credibility to your website while increasing page views. They are also a way to add a lot of information to your site without taking up additional space.



    Use Internal Links

    While hyperlinks connect to webpages outside of your site, internal links say within the existing domain. Conveniently internal links make it easier for visitors to navigate your website and improve bounce rate and conversions. They simultaneously reflect the value and quality of a page.

    Internal links are also useful to the Google algorithm PageRank. These links can distribute inbound traffic across your site, and the result is higher rankings for other pages on your website.

    Create a Google My Business Listing

    When people want to learn more about your company, they use Google My Business. The platform provides information, ratings, and reviews so potential customers can make an informed purchase. It also allows you to reach new customers that you might not have been able to otherwise.

    Your listing should include important, accurate information, such as your:

    • Business hours
    • Website
    • Service category

    One of the most important features is the locating tool of Google My Business—it’s essential to ensure your address is correct. Customers will be able to see your service area and proximity to their location. Additionally, the platform gives small businesses the chance to advertise their products and services for free.

    Utilize Negative Keywords

    Figure out what keywords not to use is as important as determining the ones to use. Using negative keywords ensures your ads do not appear on irrelevant search queries. This method also allows you to boost the quality score and reduce the cost per click for each ad.

    The best way to find negative keywords is to see what search terms lead to your ad. Here, you can target what are the most and less useful phrases or words when it comes to click-throughs. That way, when people use negative keywords in queries, your ads will not appear.

    Digital Engage is a full-service digital marketing agency, get in touch today.

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    digitaluser June 14, 2020 0 Comments

    8 Important SEO Factors That Boost Your Search Engine Rankings Quickly

    Organic searches are a cornerstone to any company’s online success. Search engine optimization (SEO) can boost the quantity and quality of organic visitors to a website while establishing trust between potential consumers and the brand. Effective SEO will also help a company rank higher in search engine queries, which boosts visibility.

    Consider this. Search engines, such as Google, Yahoo, and Bing, report that the number one listed website sees about 42 percent of traffic from a single search. The second result gets 11 percent while the third gets 8 percent.

    Obviously, it pays to be on top. Well-executed SEO can make a world of difference to a company’s digital presence and bottom line. If you want to boost your search engine rankings, here are eight essential SEO factors to know.



    Write High-Quality Content

    The content on each page of a website should be relevant and useful to users. For complete optimization, though, a site needs to have more high-quality content than its competitors. Typically, Google rewards relatively long SEO content, backed with facts and statistics, and is unique.

    There are several methods to improve the content on your website, but one of the easiest ways is to write a blog. Companies can demonstrate their experience and credibility to readers with informative and entertaining posts that will have visitors coming back time and again. According to research, companies who blog receive 97 percent more links to their website than non-blogging competitors.

    Update Your Content Regularly

    Fresh content is king. In today’s digital ecosystem, it is not good enough to create a stunning website and leave it. Search engines reward companies that continuously prove themselves to be relevant to visitors.

    Generating new content is an opportunity to share upcoming events, product launches, or changes at your company. It is also a chance to optimize specific keywords you have not used in the past. The key is to set a schedule for what and when to publish new material and to make sure it appeals to readers, not just search engines.


    Maximize Links

    Links come in three types: inbound, hyperlinks, and internal links. Google uses these to discover new pages and figure out how to rank each page. There is a strong correlation between the number of domains linking to a page and the page’s search engine ranking.

    Inbound links are tremendously valuable because they drive traffic from other sites to yours. The inbound link signals to Google that the content on your website is relevant to users. Additionally, hyperlinks help connect you with other companies, while internal links distribute incoming search traffic.



    Boost Your Page Speed

    Speed, or the lack thereof, kills. People expect things immediately these days, and website uploads are no exception. An impressive 47 percent of users will leave a site if it takes longer than three seconds to load.

    Slow loading speeds lead to poor user experiences, which can negatively impact page rank. Slowness may be a result of one or many factors, including among others:

    • Host issues
    • Too many ads

    You can get an idea of how fast your website is by using Google’s PageSpeed Tool or get in touch with our team for a website evaluation.

    Web Design Matters

    Don’t take the physical appearance of a website for granted. Well-designed websites should be easy to use and make pertinent information highly accessible to visitors. The more enjoyable a site is to use, the more likely people will revisit it in the future and recommend it to friends.

    Make sure your content is readable, so your audience understands and makes use of the information you have to offer. When possible, condense information into bulleted lists or infographics that are more digestible than paragraphs of text. Website creators can also improve the design through the strategic use of bold type and colors, subheadings, and distinctive typography.



    Upgrade Your Visuals

    What users see in images can be as important as what they read. That’s why 55 percent of content marketers are focusing on creating more visual-oriented content. Sleek and eye-catching visuals can streamline information to readers while increasing the likelihood that they spend more time on your site.

    Visuals can come in the form of images, infographics, or videos. More importantly, they distill essential information to the reader in a compelling manner.

    Get the Most Out of Mobile

    Roughly half of the Internet traffic comes from a mobile device. To account for this shift in the media landscape, Google has rolled out its first mobile-first index. The indexing will utilize a mobile-friendly test for the website to see how well they perform on smartphones.

    The most important part of the user mobile experience has a website that is responsive and easy to navigate. Visitors should be able to have all the same content and information on their device displayed intuitively. This mobile design often incorporates larger fonts, compressed images, and autocorrect for forms.

    Digital Engage is a top-tier digital marketing company, get in touch with us today.

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    digitaluser June 4, 2020 0 Comments

    7 Components to Clickable Facebook Ads

    Facebook is a powerful platform for small businesses and brands to connect with customers. With more than two billion users, you can reach target audiences like never before. The key is to create a compelling ad campaign that entices potential customers.

    One of the most significant measurements of an ad’s success is the conversion rate. A robust conversion rate drives customers to action, whether it is subscribing to a newsletter or purchasing a product or service. Here are seven tips to boost your conversions with highly clickable Facebook Ads.



    Use Eye-Catching Images

    The saying a picture is worth a thousand words may be a cliché, but there is evidence to back up this notion. That’s because the human brain processes visuals 60,000 times faster than it does text. Put another way, make sure your images are eye-catching.

    When deciding what images to select for the ad, you want to find something that is visually interesting and compelling. The goal is to stand out from the rest of the page while conveying your brand message and style succinctly.

    Offer an Incentive

    Incentives are a great way to grab people’s attention. Consumers are 57 percent more likely to buy from a brand they have never heard of if they have a coupon. Coupons, discounts, and other incentives alleviate the pressure of purchase in the case that it does not work out.

    To quote Don Corleone, make them an offer that they can’t refuse. Stronger offers mean more click-throughs. Also, make sure the deal is in line with your business or organization, and always follow through on promises.

    Have a Strong Call to Action

    A call to action distills your business, product, or service down to its essence. It invites viewers to engage with the ad and “act” on it. A successful call to action will generate consistent click-throughs and ultimately boost your bottom line.

    There is an infinite number of potential ways to write a call to action. Some of the most common options include phrasing such as:

    • “Read more”
    • “Learn more”
    • “Try it now”
    • “Call now”

    Regardless of what phrase you use, make the placement easily visible, and the design distinctive.

    Keep Copy Punchy

    The language, tone, and diction in ads say a lot about a company. The copy will convey to target audiences what your brand stands for and the value it creates. Make sure to stand out from the competition with engaging writing that grabs hold of people’s attention.

    One outstanding example of punchy copy is Dollar Shave Club. The text in their ads is casual, yet fun, which makes their content apply to a broad audience. The lack of formality or technical jargon makes their copy more accessible, so readers are inclined to want to read more.



    A/B Test Everything

    A/B testing is a process where two different versions of something are tested against each other to determine which performs better. Using multiple variations of an ad will help you decide what keywords, images, and incentives work and which don’t. This information is vital when it comes to informing further Facebook ad creation.

    Constant A/B testing is the best way to hone in on your target audience through ads. After an ample sample of tests, ad creators should have a vivid sense of their client’s desires, demographics, and reasons for purchasing the product or service. A/B testing can also reduce bounce rates and increase content engagement.

    Select the Right Ad Format

    Facebook offers several different formats of ads, which have various strengths and weaknesses depending on the campaign. An example of this is Adidas’ use of Facebook’s collection feature to showcase their latest hoodie. The result was a 43 percent decrease in cost-per-conversion.

    Collections and carousels are a powerful tool for businesses with multiple features or products they want to display. Facebook Offer allows for exclusive deals and discounts, including a reminder to readers to redeem the discount. There is also Facebook Canvas, which is best suited

    Hone Targeting with Audience Insights

    Understanding your audience is probably the most important component of highly clickable Facebook ads. One way to reveal your audience’s interests is through Audience Insights. This tool allows you to use demographics, gender, geography, and more information to pinpoint target consumers.

    Audience Insights also allow you to see what content worked and what underperformed. Based on the clicks and conversions within specific audiences, you can make more informed choices about which ads to keep and which to change.

    For more information, or to find out what our PPC management services can do for your traffic, feel free to contact Digital Engage.

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    digitaluser May 20, 2020 0 Comments

    5 Optimization Tips to Help Your PPC Campaigns Succeed

    Pay-per-click (PPC) marketing is a model of advertising where advertisers pay a fee each time someone clicks their ad. This method ensures you only pay for confirmed visits to your site rather than just views. The low-risk nature of PPC has made it one of the most popular forms of search engine advertising.

    Currently, Google and Facebook are two of the largest advertisers on the web. Google commands 37.2 percent of the digital advertising market, while Facebook holds 19.6 percent. You have likely seen countless examples of both advertisers in the form of Google Ads and Facebook Ads.

    A good deal of time, effort, and research go into running an effective PPC campaign. You need to consider the target audience, demographics, keywords, and more. When executed correctly, the payoff can be enormous.

    For instance, if you pay $1 for every click, and a click can net a $200 sale, you’re very likely to make a healthy profit. Furthermore, search engines, like Google, Yahoo, and Bing, will reward advertisers if their content is compelling and engaging. When users find your ads useful, Google will charge you less per click, which can boost sales even more.

    If your PPC campaign doesn’t yield the results you want, we are here to help. A single tweak might be all it takes to make your ads successful. So, without further ado, here are five optimization tips to improve your PPC campaigns.


    Improve the Quality of Your Ads

    As mentioned previously, Google rewards relevant and exciting ads. That rewards process is a result of their quality score, which measures the click-through rate as well as the relevance of the ad and landing page. The more relevant these three components are, the better the user’s search experience will be.

    There are ways to improve in each of these three areas. To improve the click-through rate, use A/B testing to determine strong keywords and write stronger ad text. Ad relevance can be improved if you make sure the keywords and ads are correlated and up to date. Finally, landing page relevance can be strengthened with attention-grabbing headlines, high-quality images or videos, and quick loading times.


    Ensure the Ad Words Are Relevant to the Search Terms

    While this may seem obvious, a strong correlation between the words in the ad and the search terms is essential. When certain ads underperform, it is critical to understand why. More often than not, it is because of a disparity between these two terms.

    When you examine your Ad Group, look at what search terms initiated the click-through. If there is little connection between the two, update the keywords and search terms. Doing this will also improve your quality score and rate of conversion.


    Enhance Your Landing Page

    The old saying is that you never get a second chance to make a first impression. The same goes for your PPC landing page. When visitors click through to your website, you want to make sure they engage with what you can offer them.

    Having a clean and well-designed website goes without saying, but there are several other ways to improve your landing page’s bounce. Some potential improvements, among others, include:

    • Improving readability
    • Adding a clear, compelling call to action
    • Including video or high-quality images—or both
    • Showcase customer reviews or rewards



    Get the Most Out of Ad Extensions

    Ad extensions are an ad format that allows users to learn more about a business, product, or service. This additional information can inform or persuade potential customers to click while increasing an ad’s overall visibility. The two primary types of ad extensions are manual and automatic.

    A manual ad extension is a personalized add on that allows quick access to product information, typically under the heading or description. The most common manual type is a site link, while other extensions include location, call, app, and review. An automatic ad extension creates the information in the add-on for you based on information in customer reviews and ratings.

    Utilize Negative Keywords

    Figure out what keywords not to use is as important as determining the ones to use. Using negative keywords ensures your ads do not appear on irrelevant search queries. This method also allows you to boost the quality score and reduce the cost per click for each ad.

    The best way to find negative keywords is to see what search terms lead to your ad. Here, you can target what are the most and less useful phrases or words when it comes to click-throughs. That way, when people use the negative keywords in queries, your ads will not appear.

    Digital Engage is a full-service marketing agency, get in touch with us today!

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    digitaluser May 9, 2020 0 Comments