Data-driven marketers who work in or report on organic search typically understand the importance of keywords and rankings. A lot of an SEO’s time and energy is spent poring over keyword ranking reports and keyword research. But for all the effort given to looking at keyword ranking data, often we neglect the act of analyzing search results in the wild. How often do we sit down to recreate queries and review the first one or two pages of results at a granular level?
Data is most useful when it is grounded in a context that creates meaning and that can provide actionable insights, and ranking reports presented in columned spreadsheets, are sometimes just not sufficient for that task. This is where strategy and data meet, as a manual review of the results is far more likely to lead to the types of insights that will help marketers improve their rankings than simply studying a spreadsheet report.
In this post, we will cover 4 things you can learn from analyzing search results, and we’ll include two different types of search results: both external search engine result pages (SERPs) and internal site search logs.
Why You Should Report Once a Month, and How to Make It Look Easy
Agencies and marketers create SEO reports for clients to share their findings, establish trust and demonstrate accountability for their results. Clients, meanwhile, should green light those reporting efforts and thank those agencies and marketers for their hard work. Simple, right?
In practice, reporting your SEO results is a pain in the butt. It’s time-consuming. It’s stressful. And it confuses clients (“What are these metrics?” “What does this acronym mean?” “Why have rankings flatlined?” “Why am I paying you?”)
So why on earth would you choose to report more frequently than you do now? What could you and your clients possibly gain from monthly reports that you aren’t getting from your current “as needed” approach?
The answer: more than you’d expect.
This brief blog post will show you why monthly SEO reporting is too important to ignore. Furthermore, we’ve detailed five must-have sections to add to your monthly SEO report to ensure its success.
Understanding your audience is a huge part of making any marketing initiative successful. But when it comes to Facebook, knowing your competitors’ audience can be equally useful.
Facebook’s advertising platform offers a range of capabilities and features for targeting specific audiences. By identifying relevant and engaged audiences for ad targeting, organizations can run more effective campaigns with greater returns on investment (ROI).
When you’re building audiences for Facebook Ads, you have the option to create Custom Audiences from a preexisting list of contacts or customers or Lookalike Audiences for users similar to a preexisting list of contacts or customers.
But what if you don’t have a list of contacts on hand already?
Not a problem, a Custom audience can also be built using characteristics that define your ideal audience. The Core Audiences type allows organizations to create target lists based on a variety of personal user information, including demographics, location, behaviors, and interests. In this post, we’ll cover the Interests based targeting options in Facebook and review 3 ways to use Facebook Interests to build better audiences.
For the purposes of this exercise, the example organization we’ll use is called Bob’s Barbecue Smokers, who sells barbecue smokers that cost several hundreds of dollars. They are interested in identifying users who would be interested in such a product and have turned to Facebook advertising to set up their initial campaigns.
Agencies like to provide pay-per-click (PPC) services like AdWords because they can often be used to achieve results for clients quickly. Likewise, outsourcing the management of PPC campaigns to an agency is an attractive option for businesses that do not have the necessary expertise in-house.
In addition to running effective campaigns for your clients, your agency should also take the time to create and send each of them a monthly AdWords report. Sending regular reports allows you to demonstrate your AdWords expertise, builds trust through transparency and often uncovers opportunities to sell your clients additional services.
Some agencies avoid sending their clients AdWords reports because it can be time-consuming but skipping this opportunity for client communication is a mistake. This post explains why reporting is time well spent, what agencies should include in an AdWords report, and how you can streamline the reporting process to make it as efficient as possible.
May 10th was National Clean Up Your Room Day
, and to celebrate, you could clean your actual space. But we think it’s also a great reason to clean up your digital space, your website. When it comes to website clutter there’s one issue that is common to every website, 404 errors.
Broken links aren’t a severe website ailment, but they are a form of digital debris that can impact your website performance and user experience across channels.
A 404 (Page Not Found) error is a specific HTTP status code returned to user-agents like web browsers or search engine spiders. A 404 is returned when a server cannot find the specific URL that it’s being asked to serve to the browser. That’s the technical explanation, but for most everyday users, it means this dreaded screen:
404s in isolation can seem like no big deal, but their cumulative impact on a website can be significant. Business websites with pervasive 404 issues are almost certainly leaving money on the table and frustrating customers at the same time. In this post, we’ll review the 5 W’s of 404s and offer some tips for developing 404 clean-up plans.