Techniques to Reduce Facebook Ads Spend

by Marketing Strategy TipsSEO TipsSocial Media Tips
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2019 SEO Changes

by SEO Yearly Changes
  • The Biggest SEO Changes in 2019

Search Engine Optimization (SEO) is constantly changing and improving. Gone are the days where you could rank a website in a couple of weeks just by stuffing your content full of keywords and using spamy backlink practices. Google’s algorithm has gotten smarter and the nature of Google searches have begun to change, resulting in the need for SEO technicians to change with it. So we decided to highlight the top 5 Biggest SEO Changes in 2019 so far

Why SEO is constantly changing?

We need to think about SEO from Google’s perspective – not from business owners who want to rank on page one. At the end of the day, Google is a business and it’s in the business of connecting its users to information and products. Right now Google is dominating the market with more than 90% of all search engine traffic. The remaining ten percent is reserved for Bing, Yahoo, and Yandex.
Google has been able to dominate because it has been relentless in innovating to give the best possible search results for any given query. In laymen’s terms, they give the people what they want. In order to sustain Google’s dominance, it needs to continue to innovate. If it doesn’t, users will look to alternative search engines. While this may seem crazy – think about how Google seamlessly integrates with our lives – Google can lose market share.

Here are some of the important SEO areas to consider:

1. Voice search

This trend is going to be far the most disruptive. As more and more users switch from desktop to mobile, and the use of smart home devices such as Google Home, Alexa, and Apple Home Pod are increasing, more people are turning to voice search because it’s quicker and easier, especially for multitaskers.
Back in 2016, Google said about 20% of searches on mobile were carried out by voice. By 2020, Google forecasts around 50% of all over searches will be voice-based. This will give rise to a higher number of long-tail keywords and hyperlocal searches.
Typed searches and voice searches are different – you speak differently than you type – and so optimization strategies will also differ. for Voice search, you need to think about more conversational natural language and local searches as well as ensuring that websites are mobile-friendly.

2. User experience

Google’s algorithm has become more sophisticated in order to provide better, more relevant results to its users. Google now counts user experience and user engagement among its key metrics for SEO rankings. This is because user experience is a great indicator of the quality of a website or a piece of content.
While we don’t know exactly how Google measures user experience, one of the key metrics is a high bounce rate which indicates to Google that the result was not useful, or what the user was looking for. There are many other user experience metrics that signal poor or low quality such as dwell time, average session duration, page views, etc. All of these combined communicate to Google a picture of the quality of your website as a whole. Google’s aim is to provide better and quick, and more relevant results to users. As you build your website, keep this in mind. How can you provide serve your audience? It is a question you should be asking anyway, but I suggest putting it on a sticky note on your computer to always keep it top of mind.

3. Quality content

“Content is king” is a much-used phrase and nothing new, it is still relevant today as it ever was. You simply cannot let your content fall by the wayside. You need to create your content in line with how it will affect your user metrics, in other words, providing useful content that people will want to read. Moreover, you don’t need everybody to read it – just your ideal target market.
Ask yourself questions such as:

  • Does it add something useful and new to other content on this topic?
  • Does it answer important questions in your industry?
  • Can you link this article to other pages or other websites to increase overall pageviews?
  • Answering questions or adding incites in a way that provides most value to your readers?

If you can answer most or all of these questions, Google is happy because their users are happy.

4. Local SEO Content

If you’ve followed SEO practices, you know the importance of local SEO will increase in importance over the next few years. The importance of local search will continue to grow with 46% of searches on Google already having local intent – searches like restaurants, coffee shops, grocery stores will become more competitive as more local businesses become SEO-savvy. Moreover, almost every local search converts into a sale, making it extremely important for small businesses.

Here are some things to consider:

Basic factors like the ‘RDP’ will remain the same.
(R) Relevance means how well your business listing matches with the user’s intent
(D) Distance measures how far the searcher is from the business when the search is made. Businesses nearest to the searcher will be ranked higher.
(P) Prominence measures the popularity of the business both in the offline and online world

5) Artificial intelligence (AI)

AI will give Google the power to improve their algorithms exponentially, customizing searches for the individual. The need to collect and analyze user data in order to obtain intelligent proposals for searches is and will remain extremely important for Google.
Since 2015, Google has been working on a self-learning algorithm called “Rankbrain”. Which takes care of search queries that have never been made before. Which allegedly accounts for 15 percent of all queries. In addition, Google also has come out with a feature called “Google Duplex” which actually makes calls for you and sets up appointments. This feature is not only great for consumers, but likely collects data on the user which will then customize searches for them.
It is important to familiarize yourself with AI as soon as possible. And to experiment with it in terms of SEO. In the near future, AI will help Google get even better at reading text, understanding testimonials and taking them into account when evaluating websites. So, AI is also included in the list of Biggest SEO Changes of 2019.

Takeaways

The nature of SEO is that it is constantly evolving. In order to stay on top of your search engine rankings and ensure you are driving as much traffic to your website as possible, you need to be aware of the trends. The key takeaway should always keep serving your customers or audience better than your competition. And you’ll always increase your ranking since Google will take notice. So, these are the Biggest SEO Changes of 2019, If you want our SEO expert services, feel free to Contact us.

COVID-19 Pandemic and The Internet

by Marketing Strategy TipsOnline Marketing TipsSEO Tips

What the COVID-19 Pandemic Means for Online Businesses (And Tips to Adapt)

There is no shortage on fear, panic and anxiety surrounding COVID-19 and the halting affects this pandemic has had on our everyday communities. As the world dwindles down to ordered self isolation and essential services only, many business owners are left wondering how they can start planning ahead to survive post COVID-19.

The virus has either slowed or shut down almost every industry out there, leaving local businesses unsure of how to proceed in these times of major uncertainty. For many, the online space can provide relief by providing a platform in which they can continue operations.

See how this webmaster built a platform that allowed food truck owners to keep making money during COVID-19 Pandemic.
Many businesses are turning to the net- scrambling up advertising campaigns, websites, online stores etc. To help continue driving sales within communities that are practically in hiding. With critical emphasis on no human contact, the online space has become the only way to safely shop, communicate and keep up to date with the world.
And while we live in times where the Internet seems to rule the world, it isn’t until it’s our only option that things begin to change. In the case of COVID-19 Pandemic, the Internet is certainly not immune- and the digital space has shifted massively in the last few weeks.

The team here at RAD shares the five biggest impacts that COVID-19 Pandemic has had on the online space. And some suggestions on how to cope.

How COVID-19 Has Shifted the Digital Marketing Space

COVID-19 Has Dominated Google Search

Not surprisingly, the virus is a leading search term on Google. In fact, Google is calling it the biggest search term trend in searching history- and that’s a pretty big title to have.
Direct searches about the virus have increased an average of 4000% each day. But the influx of searches related to the virus has presented our team with a different set of data than we’re used to seeing.
Our PPC Queen, Alex, has seen a massive increase in searches not common to our everyday lives. The term “national emergency” has spiked 1950% in less than six hours, while there have been similar increases in terms like:
“what fast food restaurants are open ?”
“will grocery stores be open tomorrow?”
“is the housing market going to crash?”
“when are taxes due Canada 2020?”
What does this mean for businesses?

It means that people’s focus really isn’t on much else right now.
Rightfully so, the panic has shifted a huge chunk of daily searches to the virus and everything surrounding it. And the noise of the virus is drowning out a lot of businesses looking to thrive online.
Alex shares that there isn’t really a whole lot you can do in terms of redirecting focus. Rather, you should look at how you can direct your business into the line of focus. Monitor search term reports, actively add to your negative keyword list & adopt those long-tailed keywords in your campaigns!
Mobile Search Traffic Has Dropped 25% (h3)
It’s been a while since desktop searches have grown, but with everyone stuck at home, it seems the mobile phones have been put down.

Website Optimization:

For us, it means two things. Alex mentioned that the costs of PPC advertising may rise, as mobile traffic is generally cheaper than desktop.
However, the biggest concern lies in website optimization. And how a shift of what the user sees- will affect conversions during this time.
Because mobile has led the majority of web traffic for the past few years, mobile optimization has been a hot, hot topic. But websites have almost been over-optimized for mobile, leaving the desktop experience falling short in comparison.

AJ, our SEO & Web Development Boss, shares that a websites design and content should be reviewed and modified to ensure a positive desktop experience for the user.
Example? The CTA rich pop ups you banned from your site to improve mobile experience? Those could make a comeback as you revert back to different conversion paths.

What You’re Reading Everyday Has Changed

Centre content around leading search terms.
Sounds like the classic principle behind online content creation, right?
It is- but when the entire Internet has shifted their focus to something a little out of the ordinary. It can be difficult to align content with what’s popular at this moment.
But if you can, you should. Just as with more routine content marketing, don’t create completely irrelevant content in the hopes of joining the masses of similar content.

Our content expert, Joel, suggests incorporating the COVID-19 virus and it’s effects into your content if you can naturally do so, and

keeping the following in mind:

Use your content to keep people informed. The community expects a response from your business, during these times. They are seeking security and comfort, and that includes being kept in the loop by familiar faces- and brands. Use this time to try and instill well being into your customers, fostering and nurturing relationships with them as you remind them that you are beside them in these times as well. Provide relevant policy updates, proactive measures you’ve taken or hours of operation etc.

Don’t add to the panic! Be a credible, reliable and neutral source- even as a company. Avoid spreading anything but pure facts, and watch your language; it can be easy to talk in an alarmed or dramatic tone.
Convey empathy, compassion & humility. People will remember who and what helped them during these times- be a positive voice amongst the negativity when creating content at this time.
There is no level of tact that’s acceptable- at this time, anyway. “HOT COVID-19 Sales!” -Don’t do that.
Social Media Usage is Through the Roof Not surprising.
Scrolling the ‘gram really does help pass the time of quarantine boredom, but communities are also turning to social media for help, answers and- shopping?

Yep, that’s right- online shopping and particularly on social media, is up by 35%.
Call it impulse buying, boredom shopping or catching up on purchases they haven’t had time to make in store. Whatever it is, businesses are finding some relief in the increase in online shoppers.
With social media usage being sky high, it also gives you a great opportunity to keep your brand and business relevant. Use this platform to introduce reformed content (see Joel’s suggestions above) but to also stimulate conversions using organic or paid initiatives.

Remember though, content for social media differs. Having a sound social media strategy and lots of visuals will help drive engagement with an audience that’s listening more than ever.
Organic Web Traffic Has Decreased In Almost Every Industry (h3)
We’re talking like a decrease of 25% on average, over all industries- with only four seeing increases (healthcare, finance, food & media.)

The biggest? With a near 50% drop in organic traffic, the travel industry is suffering during this.
And let’s be real here- we can’t really counteract this. There’s going to be a drop in traffic, sales and business. These are scary times, and people rightfully are focusing on other certain things.
This won’t change for a while, but you can look at ways to drive as much traffic as you can during this time. Here’s what has worked for our clients lately:

Content!

Create content that supports people at this time. Create content that gently reminds users of your brand and your mission. Use this time to separate yourselves from the vultures of the net. Those that exploit and capitalize on the fear and panic of COVID-19.

Promotions and offers.

People are still shopping, just in a different format. To help drive conversions, consider promotions and offers to add. That further incentive shoppers may need- and to help generate a buzz.

Join in the Conversation.

Offer support, offer sympathies, share valid information and helpful content. Immerse yourself in the current conversation, instead of trying to create a new one.