A lot of advertisers target more than just one city when creating their AdWords campaigns. Many even advertise nationally. Even if you offer services world-wide, you want to be welcoming to your potential customers and show them that help is right around the corner.
You may already have an 800 number that you use for all your AdWords call extensions and landing pages, or maybe even a pool of 800 numbers. But did you know that having phone numbers with geographic proximity to the visitor can double your conversion rates?
By creating geographic-specific AdWords campaigns and have your ad copy and call extensions specific to that geographic area as well.The goal here is to let your prospective customers know that you’re right around the corner, with a helping hand.
Test your heart out
With so many of your competitors worrying about 1,000 things other than writing better ads, you now have the ammunition to make your AdWords ads the most glorious ads in the world (read: the best-performing ones).
Without these three elements, a business is basically a copy of its competitors, multiplying choices for prospective clients:
When TAR is present, prospects become emotionally engaged, which leads to loyalty.
As for the other businesses that lack TAR, they dilute the choices, creating tougher decisions for prospects who don’t want to make tough decisions.
This concept also translates into the world of digital marketing.
Trust, authority, and reputation intertwine to create the DNA of the most successful SEO and content marketing campaigns.
Look at any first-place organic rankings, and TAR is clearly present.
For scalable online success, a sharp focus on building (and balancing) all three TAR elements is a must.
These elements increase SEO visibility because search engines crave TAR, and all that content – also designed with TAR in mind – and its higher visibility will naturally earn respect from prospects, which leads to long-term clients.
The TAR tactic to strengthen a business’s online presence is simple and straightforward. But the process of achieving true TAR in digital marketing is somewhat challenging because it’s counterintuitive to normal campaign strategies.
Before anything, your blog post just has to be a good piece of writing! A lot of bloggers just begin to write when creating a new blog post. They just type what comes to mind. For some, this may be sufficient because they are natural writing talents. Others might need some help.
1. Think before you write!
2. Write down the structure of your blog post.
3. Use paragraphs.
4. Use headings.
5. Use signal words.
6. Let other people read your post.
7. Optimize the length of your article.
8. Link to previous content.
9. Add content regularly.
The era in which some SEO tricks were sufficient to get your website to rank high in Google has long ended. Nowadays, good content is king. And good content also leads to more Facebook likes and shares, tweets and return visitors to your website. Of course, you can do some extra things to maximize the SEO friendliness of your post, but most important is: just write a very, very good post!
User signals are behavioral patterns of users which Google uses to establish the rankings of your website in the search results. For instance: users click on a result in the search engines and after that, they immediately bounce back to Google. This is a signal that the website does not fit the search query of the user. Google uses this type of information to estimate what results are useful to show to people searching with a specific search query.
The most important user signals
The most important user signals are the bounce rate and the click-through rate (CTR). These are important for your SEO, as Google takes these seriously. But besides that, these user signals are also important for your user experience. Let’s look at these two user signals in more detail.
Your bounce rate is determined by the amount of people that click on the link to your website in the search engine result pages (SERPs) and consequently click back again to Google. A high bounce rate indicates that people did not find what they were looking for on your website.
Click Through Rate (CTR)
The click through rate (CTR) of a page is determined by the number of people that click on your result in the SERPs. If your snippet is very appealing to a user, or appears in a higher position, people are more inclined to click on it. The more people click on your result (and not on the other snippets in the SERPs), the more Google will think your result does indeed fit the search query of the user best. A high CTR will therefore result in higher rankings, as Google wants to show the best result first.
Other user signals
Other examples of user signals are the time spent on a website or the percentage of users that return to your website. You can monitor those with tools like Google Analytics as well.
Have your headlines been doing some heavy lifting? If you’ve been using one headline to serve multiple audiences, you’re missing out on some key optimization opportunities. In today’s Whiteboard Friday, Rand gives you a process for writing headlines for SEO, for social media, and for your website visitors — each custom-tailored to its audience and optimized to meet different goals.
In the SEO world of headline writing, what I’m trying to do is rank well, earn high click-through rate, because I want a lot of those visitors to the search results to choose my result, not somebody else’s. I want low pogo-sticking. I don’t want anyone clicking the back button and choosing someone else’s result because I didn’t fulfill their needs. I need to earn links, and I’ve got to have engagement.
When it comes to SEO, you have two options: trick or treat. By tricks, we mean black-hat tactics, which bring excellent results — for a short while. Then when Google catches you, your entire site is penalized. By treats, we mean white hat SEO tactics — proven techniques for effective, easy SEO wins.
TRICK: KEYWORD STUFFING
In the early days of SEO, keyword stuffing was a particular favorite, as it allowed pages to instantly reach the top of search engine results. At its most basic, keyword stuffing involved creating a page just of the keywords. When this stopped working, it evolved into creating content that contained numerous instances of the main keyword.
TREAT: UPDATE BLOG POSTS
Google favors websites with a long history online, as this shows authority. The problem is that some content can become outdated over the years. To maintain a backlog of content, update posts with new information and statistics instead of deleting them. Make sure to promote the updated content on social media, otherwise your efforts will be buried.
TRICK: CONTENT SPINNING
Budget SEO agencies often use content spinning to save time and money. This involves creating the same article multiple times, changing the wording just enough to make the content appear different. The agency can then sell each version to a different business.
TREAT: ACTIVE LINK BUILDING
Link building can also be one of the most effective white-hat tactics. You have many options, including creating content others want to share, posting to social media and including social media buttons on your blog, and guest blogging.
Normally, as SEOs, we follow a deceptively simple process,. We identify how people are searching for our product, then we build or optimize pages or websites to match searcher intent, we make sure Google can find, understand, and trust it, and we wait for the waves of delicious traffic to roll in.
I’m going to briefly outline four simple tactics for building your relevant organic traffic by increasing the overall size of the market, rather than by trying to rank higher.
1. Conquer neighboring territories
This is a business tactic as well as an SEO one, but it’s worth keeping an eye out for reasonably uncompetitive verticals adjacent to your own. You have an advantage in these, because you already have a brand, a strong domain, a website to build upon, and so forth. New startups trying to make headway in these spaces will struggle to compete with a fairly low-effort execution on your part, if you judge it well.
2. Welcome the intimidated
Depending on your vertical, there may be an untapped opportunity among potential customers who don’t understand or feel comfortable with the product. For example, if you sell laptops, many potential customers may be wary of buying a laptop online or without professional advice. This might cause them not to buy, or to buy a cheaper product to reduce the riskiness.
3. Whip up some fervor
At the opposite end of the spectrum, you have enthusiasts who know your vertical like the back of their hand, but could be incited to treat themselves a little more.
4. Tell people your vertical exists
The key point is that sometimes it’s not just that customers are intimidated by your product. They may never have heard of it. In these cases, you need to appear where they’re looking using demographic targeting, carefully researched editorial sections, or branded content.
Reason 1: SEO offers access to billions of dollars
Your customers use the Internet to research purchases. Online shoppers are spending billions of dollars. Your website has to be discovered by these people. SEO makes sure that online shoppers find your website and not the websites of your competitors.
Reason 2: SEO helps you to get new customers
86% of in-store buyers conduct online searches before purchasing. 80% rely on this information to make a decision. Search engine optimization helps you to get these customers.
Reason 3: SEO has a high conversion rate
SEO enables you to tailor your website to the needs of your customers. If your SEO activities target the right customers with the right keywords in the right buying cycle, your sales will increase dramatically. Modern SEO tools can help you to find the best keywords for your business.
Reason 4: SEO helps you to understand your website visitors
Some websites don’t make money although they serve a huge market. By creating and tracking targeted landing pages that focus on different issues and problems, you can find the issues that are most important to your customers.
Reason 5: SEO is cost effective
The good thing about an SEO campaign is that it doesn’t stop as soon as you stop paying (AdWords). An SEO campaign that uses white-hat SEO methods will offer lasting results that lead to a steady flow of new customers to your website.