Keyword Research is Not Dead: 13 Ways Keyword Research Can Help With Search Rankings

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Keyword Research is Not Dead: 13 Ways Keyword Research Can Help With Search Rankings

Keyword Research is Not Dead: 13 Ways Keyword Research Can Help With Search Rankings

Over the past few years, Google has shifted its focus from keywords to “entities” but keyword research can still play an important part in your overall SEO strategy. Most predictions of the “Death of” something related to the marketing world have been proven to be false, the same being with the death of SEO keyword research.

Here are 13 ways that your keyword research can help your search rankings:

  1. Dominate Your Niche.
    Researching the keywords for your industry will help you find every possible topic that is being discussed by people in your industry. Thus, allowing you to create content revolving around those topics to get into the conversation.
  1. Answer Your Customers’ Questions
    Researching keyword related to your industry can help you determine what questions your customers may have when they are searching for your products or services. Knowing these questions, means you can create content that answers these questions to come up in the search results for those keywords.

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  1. Optimize Your Existing Content
    Knowing the keywords that people are using to search for companies in your industry can give you a better understanding of the keywords that you need to include in your content that is already written. Now, let’s not completely rework a blog post from last year to include multiple keywords, but instead, how about adding a paragraph to it that incorporates a new keyword?
  1. Know Your Customers’ Lingo
    You and your staff know what your products are called and the tech or industry words used to describe them, but how do your customers describe your products or services? Completing keyword research gives business owners insight on how consumers describe the problems they are having and the products they need to fix them. Knowing these search terms can help you when creating new content that can show up in search results.
  1. Help Customers Better Navigate Your Website
    The search terms can not only determine new pages that should be created, but also the terms that should be used as menu items on your website. By implementing these keywords as navigation text, you’ll help your customers find what they are looking for on your website as well as add to your search ranking.
  1. Discover New Products or Services
    Have you ever thought about expanding your business to incorporate a new product or service? Researching keywords can help guide this process by helping you understand what your customers are searching for along with your current products or services. Customers who are using more than one product from a specific company are more likely to stick with that company, therefore, knowing what your customers need is the first step to expanding your offerings.
  1. Find the Best Search Terms
    It doesn’t make sense to include keyword phrases in your content if no one is searching for them. Insert keyword research to determine the terms that are used the most to find products in your industry. Your research will help you decide which terms to optimize for and which terms are not worth your time.
  1. Determine Least Competitive Keywords
    Typically when we think of keywords we think of short phrases that are used to generate relevant search results. However, how many times do you type in a phrase longer than three words or even an entire sentence? These longer keywords are less competitive because fewer people think about them when working on SEO. Starting with the longer, less competitive keywords can give you the boost you are looking for sooner rather than later.
  1. Get Better Click-Throughs
    The main goal of the keyword research is to understand how your customers talk about the services or products you offer. Therefore, incorporating that language into your meta-data on your website in the form of meta-descriptions and title tags will help increase your click-throughs when your website is displayed in the search results for those keywords.
  1. Understand Searchers’ Needs
    Knowing what terms people are using to search is only half of the battle; you also need to understand what they are looking for when making those searches. Try a Google search for a keyword you would like to rank for and click on a few of the results. If they are all very similar in terms of the topics and content, then you’ll want to create similar content to provide an answer to the searchers’ needs.
  1. Point Searches to the Correct Page
    Knowing the searchers’ needs will allow you to optimize the pages that are most relevant to what they are looking for. For example, let’s say a customer searches for “local marketing firm, Fort Lauderdale” on Google. If your marketing firm is in Michigan but you want to gain customers in Fort Lauderdale, you’ll want to make sure that you have a Fort Lauderdale page on your website that includes that keyword. If a searcher found your homepage when searching for a Fort Lauderdale marketing company and they see your address is in Michigan, they may navigate away because they do not know that you work with companies in other locations.
  1. Spy on Your Competitors
    While you cannot directly see what your competitors are ranking for by merely researching keywords, you can search the keywords and see which of your competitors are coming up in the search results. You’ll want to optimize for those keywords to potentially outrank those competitors. There are also other third party tools that can provide you with more in-depth information on your competitors in regards to paid ads.
  1. Establish expectations
    By researching keywords, you identify where you currently rank and determine where you want to be. This can help you set goals for your SEO initiatives and monitor how your rankings are shifting as work has been completed.

Keyword research can help not only determine the keyword phrases to implement on your website and offsite content, but it can help give you a handle on all your digital marketing campaign competitors and provide ideas for expansion.

Are you looking for help with your search rankings? OMG National has a team of experts who can help you rank locally, regionally and even nationally for your industry keywords. Call 800.789.4619 to speak to an expert today!

Making Necessary SEO Adjustments with Google Algorithm Updates in Mind

Google Algorithm Updates

fotolia_5571663_mGoogle makes approximately 600 updates to its search algorithm each year. While most of these updates are minor changes that tweak small things here and there, there are usually several large updates that shake things up fairly significantly. After large updates, you can find that their search results become reorganized, with new emphasis placed on certain aspects of SEO that were not emphasized as heavily prior to the update.

Recent major updates include both “Possum” which was released on September 1st of this year, and Penguin 4.0 which was released afterwards on September 23rd.

When to React

At OMG National, we realize that it is important not to over-react and possibly jump the gun when these updates take place. Since Google is a search engine giant, with a 2015 study showing 65% of users utilizing the platform for their online search needs, any changes that are made do need to be addressed. However, we know that it is important for us to see what specific impacts actually become a reality after the update takes place.

We are constantly monitoring any changes that Google might be implementing, but when a new change takes place, we give it days or possibly even weeks before we start reorganizing our clients’ SEO content since their sites might not even be impacted to begin with. Even if a site appears to be ranked the same in search results, we strategically analyze all reporting regarding a site’s traffic to see if any impacts are present.

When Adjustments are Necessary

Should we find that reporting begins to dip, or that the site placement is not what it used to be, we begin to make necessary adjustments that address the changes Google has put in place. Each significant update to Google’s search algorithm comes with its own set of changes, which causes us to research the update extensively to see where Google is now looking and what exactly they are looking at.

Once we have this information, it becomes time for us to address these changes head on – any content that needs to be created, reorganized or re-positioned is taken care of. Technical changes regarding meta tags, site compatibility, or coding are also addressed. We also make these changes one at a time, in order to make sure that we can fully understand the ramification of each individual change, and if it was positive or negative.

Our Final Thoughts

These changes can feel overwhelming, but with our firm grasp on SEO practices, we know how to remain cool under pressure and make any and all changes necessary, should we find that they actually become necessary.

OMG National is a full-service digital marketing agency providing SEO, paid search, social media management, reputation management, logo design, website design, and more. Do you need someone with experience and knowledge to take the reins and push your business’ online marketing initiatives to the next level? Give us a call at 800-789-4619 or contact us here, and we’ll take care of it.

Fact or Fiction: Social Media Marketing Helps SEO

It is true that social media can benefit your SEO, however, it is not in the way that most people perceive. Social media can help businesses build an audience for their content as well as act as an avenue for promoting the content.

The social media audience helps build brand visibility and improve a business’ reputation, which makes it easier to get backlinks for SEO purposes. Also, by promoting business content on social media, businesses can gain additional inbound links that help to improve organic rankings.

How can popular platforms help your SEO?

FACEBOOK

Facebook has more than a billion users across the globe and has many options for helping marketers reach their target market. The ability to post links, blog posts, images and videos provide creative avenues for intriguing and informative content. The ability to run contests, advertise and join groups also help make Facebook the best social media network for content syndication.

INSTAGRAM

Instagram is now the second largest social platform in the world, behind Facebook, which owns the photo sharing platform. Brand accounts are easy to manage on Instagram and contests run on the network have the potential to attract hundreds of new followers. However, Instagram does not allow for links to be included in posts, making it more for building brand awareness and growing your audience, rather than distributing content.

TWITTER

Twitter’s quick pace allows for easy promotion of links and audience growth. Businesses can quickly build a Twitter following by sharing interesting content and interacting with users. The life of a tweet is very short, which allows for content to be shared multiple times without annoying your followers. Keep in mind that though Twitter is a great content dissemination platform, it is showing signs of losing its flare with a loss of users.

LINKEDIN

LinkedIn serves professionals, entrepreneurs and people looking to build their careers. The platform caters more toward the individual, despite the capability for company pages. Using LinkedIn on a personal level to share content and grow your personal audience can be extremely effective for getting your content out there.

PINTEREST

Pinterest has a smaller user base than the above social networks. However, if your brand can promote content with highly engaging images, Pinterest can be successful in gaining brand awareness. The platform appeals to consumers with the addition of buyable pins. Great images of products will get repinned or shared and the audience growth can lead to increased traffic to your content, creating more inbound links for SEO.

Each of the social media platforms mentioned above can have positive effects on a brand’s awareness and audience growth. However, a business owner should not jump into all at once without devoting enough time to the platform to make it worthwhile.  Ensure that the social networks you choose to use for marketing your brand cater to the specific audience you are trying to reach.

Looking for help getting your company to rank higher in search results? OMG National can help! Call us at 800-789-4619 today to speak to an SEO expert!

 

Personal feelings aside, the business world can no longer ignore social media

November 08, 2016

By: Jesse Lubar

Here at OMG, we work hard each day to educate you on how digital marketing is affecting our clients. This month, we take a look at social media, its impact, and power in marketing your business.

The idea that social media, specifically sites like Facebook, Twitter, and Instagram are passing fads, or cutesy trends for teeny boppers is dead. The mind numbing facts are that the pure user base across the world is in the billions, with millions of users in every state in the U.S. This means that whether or not you enjoy clicking a good “like”, chuckling at a poop emoji, or creating a hashtag for your dog Willy, ( #WillyRocks ) your customers are online right now engrossed in the various social media channels!

The real value to you as a business owner is in the data. I bet you’re tired of hearing that, the data, the data, well… it’s the evolution of marketing and it requires a certain understanding and skillset. The big brands caught on quick. They knew that if they could follow a consumer’s travel, their preferences, their spending habits, their hobbies, they could leverage those data points and “pitch” them the products and services which would most close
ly align with their ideal customers. Genius, right?

Many small businesses followed suit, most were unsuccessful. The rapid change of these platforms and their backend systems for advertising were at first pretty straightforward, but not anymore. On Facebook alone, there are multiple ad management portals and at least 7 different ways of advertising your company posts, pages, events, and more. If you are not a “techie” and log into Facebook’s ad management tool, Ads Manager you will likely end up frustrated. Go a level deeper for the pro’s to Power Editor and you are assured a migraine. You need apro to manage an effective social media campaign. Short of this investment, sites like LinkedIn, Facebook, Twitter, and Instagram can chew through your budget providing only frustration along the way.

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Here at OMG, we are effectively developing hundreds of our own leads through the best practices use of social media. Before you get started, there is one important lesson you should heed. It’s a tried and true cliché your Dad probably taught you when you were a kid… begin with the end in mind. It starts with just listening. Tune into social media and research where you might want to begin attracting customers from. Is there a large user group in your area interested in classic cars? Perhaps a country club with its own Facebook presence, chock full of the homeowners you would love to have patronize your business. These facts will all become important as you start to create a marketing audience for your social media pages.

Whether you decide to employ an expert, or opt to work with an outside agency like us, experience has shown us that your education is imperative. An educated client is for us, one key to a profitable and successful campaign. With a cursory understanding of the various social media channels and their ad platforms, you will be best equipped to assist a pro in building you a campaign that will drive in the leads on a consistent basis, for much less than you might think!

The team here at OMG National is ready to share the benefits of social media advertising with you. Reach out and learn more about our most popular and all-new plan, The Hometown Builder. This plan is the perfect way to be up and running with your own custom audience, pro-developed pages, fan building efforts, consistent, creative posts, and more. So whether you are ready to go, or would like to know more, feel free to reach out to us at any time!

For OMG National, this is Jesse Lubar signing off with a smile.

Google is Testing a New Content Platform: How It Will Affect Your SEO

We’ve all seen Google Plus go through many changes over the past couple of years as Google has tried to keep the platform relevant as a social network. While struggling to keep it afloat, Google has made yet another change to its content landscape.

Google Plus users will likely lose the ability to post updates on the social network with Google’s new content platform called “Post with Google.”

Brands’ organic and paid search marketing campaigns will be impacted from this latest development, as posts on the new platform will appear in Google search results.  Businesses and individuals who are verified will be eligible to share posts on the new platform. Updates by the brands, celebrities or companies will appear in the direct brand search results. For example, someone searching for Nike would see updates from the company in the search results as well.

The “Posts with Google” content is displayed prominently in the search results with links, photos and videos from the platform. Located directly under the Google ads, pushing down the organic results, the content from “Posts with Google” will likely steal clicks from the organic search results.

However, this new platform will allow businesses to post new sales and promotions and be seen immediately by people searching on Google, which would likely increase the conversions on company websites. If Google provides search metrics on these post results, it will be interesting to see how sales and leads for businesses are affected.

Ultimately, the idea is to provide quality and useful content to people in real-time. “Posts with Google” goes hand-in-hand with the Google Knowledge Graph that populates with quick information on the right side of search results for celebrities, brands, historic locations and more.

The look of the “Post with Google” profile is very similar to that of other social networks with a profile image, cover photo, and post feed. Interested in joining the new network? You can join the wait list here.

Want to get ahead of the curve? At OMG National, we can help you stay relevant in the search results! Contact a member of our team at 800-789-4619.

The Time For A Mobile-Friendly Site Is Now: Google has prioritized mobile search indexing over desktop.

Over the next few months, Google has announced that it will begin prioritizing mobile search results indexing over indexing the results of searches performed from desktop computers. What does this mean? Ultimately, it is now more important than ever to make sure that your business’ website is mobile friendly.

searchSearch Indexing

Search indexing is the method used by Google to scan the web and then ultimately determine how their search results will be presented to the individual performing the search. Previously, Google searched and indexed both mobile and desktop sites evenly, with no priority given to either in any way. However, moving forward, Google will be updating the placement of results from searches performed on mobile devices much more frequently than those that take place on a desktop computer.

Google has long been slowly transitioning into a search engine with mobile users at the forefront of its mind. Google’s decision to prioritize their search engine in a way that favors mobile users is consistent with industry trends overall, with many platforms slowly transforming into mobile-centric entities.


connectedWhat is this going to change?

In the coming months, Google’s search bots will be crawling the internet and evaluating mobile sites much more frequently than they will be examining desktop sites. This is going to greatly enhance the user experience on a mobile platform. Any individual searching from a mobile device will be presented with results that are current, up to date, and a great reflection of what it is that they were searching for in the first place. Their results will be comprised of websites that are fully optimized for mobile browsing, ensuring that any result they click will load quickly and properly on their mobile device.


briefcaseWhat this means for business owners

As a business owner, it is important to stay in-tune with trends such as these. For years, internet users have slowly been adopting more and more mobile browsing habits. With such a prevalent search engine giant clearly embracing this trend, it is now more important than ever to make sure your business has a mobile friendly site with rich SEO content.

Do not fall behind! The internet is a dynamic, and ever-changing environment. It is also the tool that most customers use to find new businesses that meet their needs. If you don’t know if your business has a mobile-friendly website, you can use Google’s own mobile-friendly test.

How did your business do? If you find that there’s some work to be done, don’t forget that OMG National is a full-service digital marketing agency. If you would like to make your business’ website mobile-friendly, give us a call at 800-789-4619.

Is Video Right For Your Business?

Welcome to this month’s blog! We have roughly two months left in 2016 and I want to share some insights, statistics, and suggestions about utilizing online video for your business. Step out of your comfort zone and explore how video can help you generate more leads, increase engagement, and potentially be the missing link in your marketing mix for 2017 and beyond.

Video is a vital part of your online presence, so the first stop for your videos should be your company website. A simple 30 second video, such as a brochure-style video with your personality and theme, will build rapport, increase search engine ranking, and quickly give an overview or history of your company. I recently watched an episode of The Profit on CNBC, where Marcus Lemonis brought a failing company to success and stated, “the most important part of growth would be their website.”

Guess what? Video was a key component. We subscribe to this formula and have created corporate and website videos for hundreds of our clients. Many companies change their videos during the year to reflect the holidays and seasonal events, which is an easy and effective way to keep your site evolving and relevant.

Today’s directories, search, and review sites have provisions to easily insert videos. We’re all familiar with the saying that “A picture is worth a thousand words,” so how much do think a video is worth? Well, here are some statistics:

• One minute of video is the equivalent of 1.8 million words.
• 75% of online video viewers have interacted with an online video ad this month.
• 92% of mobile consumers share videos with others.
• ⅓ of ALL online activity is watching video.
• After watching a video, 64% of users are more likely to buy a product or engage a service company.

These are powerful statistics that can’t be ignored. Next, let’s look at three other powerful venues for your company videos:

1

Once your initial website video is complete, you have the opportunity to continue to promote and/or build more videos for other sections of your site. We recommend a multi-channel approach by having your entire library on your branded YouTube channel and Google My Business Page. Fun fact: Google now owns YouTube and has made it the second largest search engine in the world. “Check YouTube” is now on par in modern lingo with “Google it.”

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Become socially significant by displaying your video on your Facebook company page. Facebook is betting on video and the return speaks for itself – 76% of U.S. users say they tend to discover new videos on Facebook. We have also found that adding a well-produced video to your other social sites like Snapchat and Instagram makes your social presence more compelling and tends to be a great engagement tool to stimulate followers. Nothing compares to a great video!

3

Once thought of as a short text format, Twitter has jumped on the video bandwagon as well. The NFL and The Today Show are now broadcasting on Twitter – why not tweet some video love out to your followers? We know that you may not have the NFL’s budget, but by including video on your Twitter profile as well as dozens of other directories, search sites, and review sites, we can definitely help you find more followers.

This may be a lot to digest and can seem a bit out of reach, but I assure you, it’s not. Look at your video marketing as an opportunity to tell your story, focus on a product or service, recruit, train, sell, retain, and “wow” your prospects, clients, and staff. Speaking of which, why not have your company video embedded in your corporate email signatures? In 2017, more and more brands will rely less on text-heavy content in their emails and steer towards producing engaging videos.

When marketers included a video in an email, the click-through rate increased by 200% – 300%!

Now that we agree that video makes sense, let’s talk about the types of videos available to you. We’ve produced more than 2,000 videos over the past 10 years, many of which can be found on our website or YouTube channel, we’ve done it all.

Check out our great recruitment videos, on-location videos, product videos, training videos, invitation videos, FAQ videos, corporate culture videos, and much more including one of my favorites… a Talking Tow Truck for Interstate Towing in Chicopee, MA. These videos can be shot on location with a green screen, and utilize either professional talent or drone videography.

If you’re looking to discuss your video goals for 2017, set up a consultation today and we’ll be glad to brainstorm with you. So here’s to mutual success. Once again, I’m Mike, and I’m Rapp-ing things up. We’ll see you soon.

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Oh Snap! The Rivalry of SnapChat vs Facebook Just Got More Interesting

When it comes to technology, change happens at such a fast pace that just as we start to get used to something new, it changes again. We live in a very exciting time where we connect at the speed of light with opportunities people only dreamed of just a short time ago.

With that in mind, we want to help you stay on top of the latest and greatest so you can put your best foot forward. We learned late Friday from the Wall Street Journal that one of our favorite social sharing apps is making waves that you may want to stay on top of to keep your business ahead of the game.

What you formerly knew as SnapChat will now be known as just “Snap” and will be soon rolling out new features that pushes the popular app beyond just social sharing. With Facebook as the app’s main rival investing heavily in virtual reality technology with their purchase of Oculus VR a while back, Snap stepped up their game big time with their own take on what it means to be interactive. Snap has done one better than VR glasses that isolate people from the real world. They have developed Spectacles – a pair of sunglasses which integrates a 115-degree-angle lens gives the wearer the ability record up to 30 seconds of video that can be uploaded directly to Snap.

With Spectacles, the user produced video is circular and results in a view that is much closer to the natural perspective of the human eye. Essentially, when you watch a video that was recorded from a pair of Spectacles, you get to relive the person’s memory of the moment almost as the way they truly experienced it. The idea is to bring people together and share their point of view from the real world in a fun way.

Technology has embedded itself in our communications more than ever before and OMG National is on the forefront of social marketing and integrating channels such as Snap into a well-rounded marketing mix. As a small business, keeping up on the latest trends will help you leverage these tools for maximum marketing impact. If your target audience includes people who are young & trendy or if you want to reach tech savvy moms who have major buying power and influence, keep reading. 10 billion videos are viewed every day by the 150+ million people actively using Snap. The app has a captive audience with a reach of 41% of all 18-34 year olds in the US. What this means to a business is 10 billion potential opportunities to build awareness of your brand.

Snapchat Updates

This summer Snap rolled out Snap Ads Between Stories – giving small businesses a less expensive way to advertise on Snap with great features including prompting additional actions when users swipe up on business content. You can send them to an extended video, direct them to a website or article (without leaving Snap), or prompt them to install your app. In a survey of Snap users, the results showed that Snap ads garnered double the visual attention of Facebook and 1.5 times more than Instagram. The ads on Snap were also 1.3 times more effective than YouTube. Those numbers speak volumes.

The rollout of Spectacles will be slow, starting with a limited quantity available this fall at a price tag of $129.99 each. Whether you want to be one of the first to try it or just watch what happens and wait, we’ll keep you updated here so check back soon for the skinny on Snap!

Google Adwords or Facebook Advertising — Which Is Right For My Business?

-Jesse Lubar, CEO OMG National

We all know by now; Google AdWords is the standard by which all other advertising online is measured. They pioneered and perfected the medium, you’re either listed at the top of the page, or you’re invisible, right? Well, not if Facebook has it’s say. Facebook continues to up the ante with its targeted advertising campaigns, complete with robust demographics and an intuitive ad manager which gives you many options for how to advertise your specific posts, promote your page (Facebook), your website, even your phone number directly.

target imageBoth sites are frequently changing the rules of the road, which makes keeping up on the latest algorithm shift an arduous task. With Google, they shift their requirements for landing page density, keyword bids, and page relevance, while Facebook adjusts what users are shown in the news feeds. Keeping up with these changes requires frequent study, testing with various analytical web tools, and just running practical scenarios to see where your ads stand.

But knowing where to spend hard earned marketing dollars is the key. You need results, you don’t want to wait, and certainly don’t want to waste time or money. So which is right for you? With Facebook, the targeting features are unlike anything else we’ve ever seen. Being able to pinpoint your audience in such a granular fashion is very powerful. Here are a couple of examples, pulled from real world OMG clients who are advertising with us on Facebook.

  • Luxury Home Remodeling Company – Miramar, Florida –  This client is looking to target high end remodeling projects in South Florida. What we can do for them is target members of country clubs in the target zone, readers of home design magazines, those with CEO, President, or Business Owner titles listed as their occupation, and so on.
  • Pharmacy – Atlanta, Georgia – This client is looking for new customers within a specific geographic area. We will search for Facebook members in the local area who are current members of AARP, grandparents, aged between 55-79.

You get the idea. Imagine the possibilities for your own business. During a discovery meeting, we will pull ideas from you to help craft this audience. When they log on to Facebook, they are now targeted with either page suggestions, as in “You may like Wally’s Pharmacy”, or sponsored posts from them, this could be a discount, new customer promotions, etc. The advertiser can now broaden or narrow their target list depending on the number of Facebook users who fit the mold. The more defined the demographic gets, the smaller the list becomes.

The big question on the mind of Facebook’s early advertisers was whether or not the ads would convert. The rap on them was that they were not converting enough. Facebook got smart and began investing some of their billions of dollars into Google defectors, filling their ranks with some of the best Google ad pioneers and solving some of these early challenges.

Click here for your Google vs. Facebook Ad Analysis

In looking at the timing of ads in relation to when searchers are making purchases or decisions to purchase, one would give the edge to Google. Google is where you go when you are seeking out services or specific products, however Facebook is coming on strong with a new feature they have rolled out called the Professional Services Listings as well as a new search feature. This makes great sense as more and more consumers are consulting Facebook prior to making purchasing decisions. How many times have you asked those with whom you are “friends” with on social media for a recommendation? Anyone who is a frequent social media user has seen this.

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Also, Facebook now has network ads which appear outside of Facebook (even to non-users) across multiple sites, similar to the AdWords enhanced network. This enhanced network is helping Facebook close the gap on Google’s lead in the online/digital advertising race, by combining the carousel-style image ads which can be run on multiple devices with their branding abilities and the inexpensive cost per impression model which is in use with the typical Facebook ad.

These new features and their commitment to continual improvement, are pushing Facebook close to Google when comparing options. However, when looking at the ad viability in a head to head comparison, we still give the edge to Google when it comes to direct service or product based online ads. Using both is a powerful way to capture leads and accomplish enhanced brand recognition at the same time.

Here at OMG National, our experienced digital marketing representatives will work hard to make the most of your budget. Our goal is to get you the most bang for your buck whether you are just starting out, or are working on multiple campaigns for your well established business. We will blend our services and balance the need for “right now” results with the longer term concepts of brand consistency and review management.

For OMG National, this is Jesse Lubar signing off with a smile.

What are today’s Paid Search best practices?

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Many factors are at play when it comes to your online search strategy, more now than ever before. The right strategy plays an important role in the success or failure of a campaign. In the beginning, Google gave us the bid and the keyword, (sorry for the Genesis reference) it was simple, outbid the next guy, create an ad, and voila! You were up top, for the world to see and click.

Today, there are a ton of factors which go into how your campaign will work and perform. We will review some of these best practices with you to assist you in ensuring your next paid search project is a successful one.

Pure Search Campaigns are the most common type of ad which you can run on Google or Bing. These are ads which are shown to “searchers” who simply go to Google from their computer and type in a keyword or phrase. One example would be “shower door replacement”. The Search Network ads for this will return options at the top and bottom of the page. These ads have become the most expensive type of ad on Google and Bing and are among the most effective. The reason is simple, the searcher has a need, is looking for options for either immediate purchase or for research. The search engine is in turn providing a host of solutions to meet the need. The issue which marketers have is the the cost per click can be costly, making it difficult for smaller players to compete.

The good news is that there are many options for paid search ads. These options provide companies with several different ways to approach paid search. These include: display network ads, retargeting ads, Google shopping ads, mobile only ads, to name a few. We’ve found that many of our clients who have tried to use the Adwords (Google), or Bing systems to setup their campaigns, are unaware of these different methodologies which they can employ to drive in business through paid search. As an example, where “shower door replacement” within the Google search system might cost $4 per click, we may be able to drive phone calls through the mobile ad system for only $1. Or perhaps using Bing instead of Google could create the same new business lead for $2. It is not realistic that a small business owner is going to have the time to educate themselves on all of the different methods that exist. These methods change frequently as anyone familiar with online search will quickly learn, the only consistent things about online advertising is that the landscape changes constantly.

CLICK HERE FOR YOUR PAID SEARCH COMPETITIVE SPEND REPORT

Ask yourself this: Do I care if a new business lead I am generating is coming to me from Bing, or from Google, or via a phone call into the office from Google’s mobile only ads? Probably not, but in order to leverage all of the opportunities for lead generation, your company either needs an on-staff, educated professional, or to employ an agency with the chops get it done. Here at OMG National, many of our clients are coming to us after doing their online advertising in house, or through an agency whose model is to get the client to spend more on ads, so that the fee they are paying to that agency continues to rise. Most agencies operate with a percentage based fee structure (generally 20% or so) in this scenario, there is no benefit to saving the client money, as the more they spend, the more the agency makes. We feel that this is inherently a conflict of interest.

dd1When we rolled out our paid search program, OMG Crush, we came up with a simple, flat fee agreement. This ensures that our clients are able to determine how much they want to invest in their paid search campaign, without worrying about an escalating bill to their marketing agency. We also have added a host of ancillary services to our program, to ensure that our clients have the very best shot to receive a solid ROI without being nickel and dimed for ad development, keyword research, heavy setup fees for each network, and so on. Also, in using OMG Crush for your paid search program, we help you to do better business, with call recording on every inbound call, to use as a training and customer handling tool.

There are many factors that go into a successful paid search campaign. From the landing page quality, to the keywords and phrases, to negative keywords, to using or not using broad match terms, to A-B testing of your landing page and written copy, and so much more. Make sure that you’ve carved out your roadmap before embarking on your paid search journey. Then, work backwards to ensure that you can check off each step along the highway without missing any opportunities that are out there for you! For OMG National, this is Jesse Lubar signing off with a smile 🙂