For every company to make their presence felt in the online world, it is necessary to invest in SEO projects. If you have invested money in SEO, you would surely like to know what results you are receiving out of this. The data that is derived from the SEO projects needs to be analyzed to understand whether the campaign is a success.
Through data analytics, you will collect your data to get organic traffic on the website. The organic traffic on your website will increase only if you can analyze the data correctly and adapt proper strategies for the same.
Data Analysis Process
The process for data analysis involves three main steps that we will cover here. The first step is the preparation of the kickoff report. The report contains the extracted data for your understanding and analysis using certain tools.
The second step is the analysis of the report. Here you will analyze the report that you have derived. The last step consists of the action that you will take once the report has been analyzed. You need to prioritize the tasks and segregate them according to the level of their importance.
Setting Up the Data Analysis Report
Before you initiate the SEO campaign, the first thing that you need to do is prepare the report analyzing certain necessary data. Three main areas need to be analyzed, and here we will learn how to prepare a report for the same.
- Website Analytics
- Google Search Console
- Keyword Rankings
Analyzing Overall Website Performance with Google Analytics
Google Analytics is one of the most common tools used to track website traffic. The report received through Google Analytics would be vast and would take a lot of time to manually sort it out. That is why a dashboard can be created to segment the data easily.
(Source : Google Images)
The data that you would generate can be for a year. Any data before that would not be important for the current analysis. A section is known as ‘Traffic Source’ would include different non-organic channels through which people can search your website.
The non-organic channels include Paid Search, Social Media Channels, and Referrals. These sources provide critical insights into the formulation of the link building strategy. However, there will not be an in-depth analysis of this data since it is derived to get an overall view of the traffic trends.
Analyzing Organic Landing Pages with Google Analytics
The search dates for this analysis would again be set for the last one year. Select Organic Search only for the Default Channel Grouping. This search will determine the top landing pages by traffic changes, conversion rates, and session counts.
(Source : Google Images)
You will be able to find out the pages that have the best performance and the type of the page as well. Certain pages have the dominant share of traffic, and picking out these pages would help you to understand the main areas that you need to focus on.
You also need to determine whether the key pages on your website have lost or gained traffic in the last year. The report will help you understand the time that audience spends on your web page.
Since most people access websites from their mobile devices, you can set the device category as mobile-only. This will access the data where you can determine whether the mobile traffic has increased or decreased in this one year.
Organic Search Trends with Google Analytics
Google Analytics helps you to compare the organic session every month. You can do this for the current year or the previous one based on your need. You can also garner a report where you will determine the seasonal changes in traffic generation on your website.
The report for this will be available since the time of inception of your website. The day to day changes in organic traffic will also be derived through this analysis.
Keyword Ranking Analysis using Ahrefs
(Source : https://ahrefs.com/rank-tracker)
Your website is made of certain keywords which are searched by the audience to reach your website. The performance and ranking of these keywords can be determined through a tool called Ahrefs.
Google Search Console Dashboard
GSC takes into account two kinds of searches, which are branded search and non-branded search. Branded search is when the audience searches for the business name, URL of the website, or the brand.
(Source : Google Images)
On the other hand, a non-branded search is when the audience has searched for keywords that are coincidentally related to your website. The clicks, impressions, and Click-through Rate (CTR) number for the last 90 days would be calculated in this data.
Specific Clicks, Positions, and Queries using GSC (Desktop, Mobile, and Image)
This data is derived only for specific searches conducted from desktop, mobile, or image files. The report would contain the average ranking of the whole website and the traffic generation. It will also consist of the exact searches for these sources that have led to the traffic generation on your website.
Analysis of the Report
Once the report has been established, it will help you not only to form an understanding of your website’s performance but also to form an initial strategy. Takes rough notes while going through the report, which can also be sent to the client or higher management.
The client or management has no use for the complete data. You need to derive the main points presented in the report and send a compact email to the designated person. You can add the link of the report as a supporting document for each of the findings. In the email, you can mention that the data sent is just for informational purposes so that the designated person understands the reason behind your email.
The areas that are the pain points need to be focused on more, and you need to formulate a proper strategy for these. Make sure that you create a priority list so that the assigned people can take care of the task. Also, keep an organized record sheet with you so that you can keep track of the progress that is being made on each of the tasks that have been deemed as important.
Your website needs to be well-equipped to respond to searchers’ questions. These questions come in varied ways and include different words to express a similar query. You have to crack the art of optimizing your page through On-Page Search Engine Optimization.
Let’s say you have super-engaging content as well as multiple keywords in your mind. Your content won’t mean anything unless you use On-Page Optimization to rank higher in search results.
Simply put, Google needs to understand what you’re saying to place you in their top searches. Can’t wait to learn more? Without much ado, let’s dive right into the technical aspects of On-Page SEO!
What is On-Page Search Engine Optimization?
The On-Page SEO process aims at getting your page to rank higher in search results. This eventually increases traffic to your webpage. This process initially involves the strategic placement of the right keywords.
On-Page SEO also comprises modification of internal links, title tags, URS, as well as your content. However, Google has become much smarter than before. It skims through webpages to find keywords as well as looks at several other aspects.
Finally, Google also checks the bounce rate, search intent, user-experience, search intent, as well as the click-through-rate to decide your page’s rank.
Target the Right Keywords
It is important to understand keyword-use for On-Page Search Engine Optimization. Keywords are mere single or multiple-word phrases that hold power to make your website a high-ranked one.
Keywords need to be curated smartly to grab a visitor’s attention when they search for something particular on Google. Google’s job is to scan your websites to see where the keywords are located. It also notices the frequency of keywords.
Search engines don’t show your rank. Instead, it simply indexes your website as well as lists the pages. Let’s look at the different kinds of keywords and their usage.
Primary keyword usage is the first step to ranking high on a search result page. Once you get your primary keywords right, you need secondary as well as supporting keywords to back your page.
Here are some tips for identifying and using the right primary keyword for your website.
Research your keywords
- Create an Excel Sheet to track keywords.
- Put your brain to use. Keywords often come from brainstorming hard. The trick is to analyze each word that comes to your mind as well as ranking them in order of relevance.
- Look up your competitors’ webpages. Check their URLs or Title Tags and incorporate a similar pattern for your page. You can use Google Keyword Planner to do in-depth primary keyword research.
- Another option is to look up your search console data. You can study the keywords that are boosting your page’s traffic and the ones that require alteration. This is a very important step to get your primary keywords right.
Choose the right keyword from your research
- Search for your webpage on Google and analyze its current ranking.
- Go through your competitors’ webpages to select the keywords that will help your page the best. Do not blindly copy keywords.
- Study the basic services that your website offers and the purpose for which you’ve created it. Analyze the category you come under and find the exact fitment of your page. This will help you target the right primary keywords to make your page rank higher.
Primary words are not the only source of traffic for your webpage. Your page is ranked through other keywords called secondary keywords. If the primary keywords are not strong enough, the secondary keywords will help strengthen your page.
(Source : Google Images)
Secondary keywords are part of a group of keywords that optimize the content on your page. These groups are also called ‘clusters.’ The best way to look for secondary keywords is to look up related searches on Google. Google Trends can also be an effective tool to determine secondary keywords.
It is crucial to determine the exact difference between primary and secondary keywords and how they assist you in ranking your pages higher on a search result. Supporting keywords also help boost your presence on Google. The best trick is to study other websites in your domain.
Online forums and platforms like Reddit can offer a great deal of help in understanding the target audience. You can use these to keep tabs on what people want to know. It is also very beneficial to look up current discussions on online platforms. This way, you directly read what people are searching for, and you can optimize your page accordingly. This helps you decide supporting keywords to shift these readers’ attention to your page.
You can even head to Wikipedia’s table of contents to analyze the questions asked by readers. This is known to be quite accurate for finding appropriate secondary keywords.
(Source: Google Search)
For example, the above screenshot depicts how you can check Google’s conversations to answer questions using your keywords. This will help your page to rank well on Google.
What are Silos? Why are they important?
The flow chart above shows the design of a webpage. The most common structure begins with the home page. This is followed by a parent or target page. These pages mostly determine the primary services offered by the brand along with deeper information about the company itself.
Child pages are created after the home and parent pages. The main factor here is the URL structure to understand silos. For example, xyz.com/parent/child or syz.com/category/parent/child makes silos based on the URL.
Google prefers web pages with an effective silo structure-keyword. Secondary keywords are best placed in the target page along with the primary keywords. Most searchers access other pages before the target place.
Let’s imagine a blog with several articles. These articles contain the right keywords that searchers are looking for. These ‘other’ pages offer solutions for a problem that will ultimately lead visitors to the target page. Let’s look at an example to understand this better.
The UK is a popular tourist destination. Let’s say London is hosting the cricket world cup. Your task is to provide backlinks to pages that answer related queries. For example, people might also want to know the weather in London, the flight prices, the cricket match fees, and even see what hotels to book their stay in.
The main aim of these supporting pages is to drive traffic to your website. Adding external links to the target page helps in engaging visitors. If visitors like the content you provided about the UK, they might check out your website for more such information. This tip helps you gain more visitors and even get them to subscribe to updates, newsletters, or even make a purchase.
How to divert your audience to the target page?
You need to meet Google’s expectations to rank well on a search result page. You need to understand what Google wants you to offer. It is important to know the different kinds of pages that exist before you consider making an impression with Google.
Pages like the category page, product page, long-form blogs, and articles, etc. have different purposes. You also need to analyze each kind to meet Google’s requirements.
There are times when a webpage’s rank dips. This is quite common, especially with outdated web pages. This happens because Google constantly filters pages as well as analyzes trending keywords to rank pages.
Update your web page
Researching your competitors is important. However, you also need to study the images, videos, and other media they have used. You can use these points to outline your page. Let’s look at the importance of outlining your page.
Why do you need to outline your page?
- A page without an outline looks unorganized, boring, and does not appeal to visitors well.
- A well-outlined page highlights the quality of the content as well as the structure of your page. It is pointless to offer great services and information without a quality outline.
Roman Numeral Outline
Google checks the hierarchical order of the webpage’s content as well as the ‘H’ tags. It is important to have a proper website structure for Google to analyze. You need to format your content using the roman numeral outline.
Where to place keywords
We have studied different keywords, silos, types of pages, etc. Now, we need to know where to place these keywords. When Google looks for websites, it checks the keywords used, contextual terms, as well as the variations offered. These are the best places to place your keywords in various categories.
A- Meta Title/Page Title, Body Content, H1, and the URL
B- Anchor Text, H2, H3, H4
C- Bold, Italic, Image Alt
D- Open Graph, Schema, and HTML Tags
What do ranks constitute?
The four main elements of an SEO rank are primary keyword placement, contextual terms, variations of the primary keyword, as well as the final word count. Let’s take a closer look at these elements.
Primary Keyword Placements and Variations
The primary keyword is the main keyword used in ranking your website. Variations are simply the synonyms of your primary keyword. They can be partially relatable or even abbreviations. For example, Dubai Desert Safari Packages could be your primary keyword, and the variations could be Desert Safari in Dubai, Dubai Desert Tours, etc.
Contextual terms are conversational words that occur while discussing a certain topic. Let’s say you’re looking for the white sauce pasta recipe. The contextual terms would be white flour, pasta sauce, pasta mix, etc.
Word count is an important factor in deciding your page’s rank. The ideal word count is 1300-1500 words on a single web page. Studies say that a good word count boosts your ranking. These words are placed in the body in between <p>, <li>, <tables>, or among hidden text.
The Basic Approach to Search Engine Optimization (SEO)
Marketing, SEO, or content curation should not take up much time, money, effort. However, the first crucial step is getting the SEO done. It is ideal to use a basic SEO approach, to begin with. Start by placing your primary keyword in Group A. Add a few secondary keywords in your preferred subheadings.
Stick to the 1300-word count approach or look up your competitors’ pages to see the approach they have gone for. Finally, insert a few supporting keywords as well as utilize them as the silo posts. It is also necessary to focus on a content schedule.
Meta Titles and Descriptions
(Source: Google Images)
Unique meta titles, as well as proper descriptions, are important to boost your ranking. A meta title is the best place to introduce your primary keyword. It is better to use the same meta title for your page’s H1s. Meta descriptions are also used in open paragraphs. There can be more than one meta description. (here)
Frequently Asked Questions
We understand that it could be tough to take this all in once. While you’re processing this data, we understand you might have some questions running through your mind. We’re here to answer your queries and help you understand the On-Page SEO better.
What is the difference between unique and duplicate content?
Google regularly removes web pages that contain duplicate content. This can be avoided by keeping 51% unique content on your webpage. In easier terms, 1 out of every 13 words on your page must be unique. Some tips to make your content unique are:
- A new strategy
- A well-researched list of latest resources
- Strong webpage design and User-experience
- A new and relevant case study
- Stepwise processes
What word count should be maintained for e-commerce web pages?
E-commerce websites have visitors that want a brief product description with just the important details/features. E-commerce websites don’t need to focus on the 1300-word approach. Instead, they can aim for 300-500 words for each product page.
The page should be crisp, well-designed, informational, as well as contain media. This attracts more readers as well as improves the chances of a purchase.
Is it important to use the right terms/ words on our page?
It is normal to be confused as to whether Google takes grammar seriously or focuses on every ‘ed’ or ‘ing’ you’ve used. You can set your worries aside by checking how your competitors are doing on Google’s search results. You can also refer to Google’s word suggestions to add better or unique words to your page.
Advanced Outlines and Other Elements
We spoke about the importance of a proper structure and an outline for a webpage. Let us understand how an SEO page should ideally look like. In fact, if you have any new content coming up, it is beneficial for you to understand the concepts of page structure, tag totals, etc.
Page Structure and Tag Totals
Page structure includes elements like HTML Tags, H1 H2, H3, etc. These help in delivering exactly what Google expects. The elements we mentioned will allow you to boost your page SEO and make it simple for Google to scan it.
While creating the page structure, you need to focus on some intricacies. For instance, if you have twenty H3s, and your competitor has five to seven of them, then your page lacks somewhere in the structure. Use different plug-ins for your website.
It is not recommended to use plug-ins that do not offer modifications. Modifications are extremely useful for your page’s ranking.
(Image 3: https://www.google.com/url?sa=i&url=https%3A%2F%2Fconcinnitylimited.com)
An ideal Search-Engine Optimized Page should include the following elements:
- Optimized and attractive headings/titles
- Appropriate keywords that help boost page ranking
- Unique content with a high readability score
- Error-free content (No grammatical or spelling errors)
- Bullet points to explain topics in a concise and effective way
- A word count ranging between 1300-1800
- Proper backlinks to guide visitors to target pages
Since we’ve understood what a page structure constitutes, it’s time for us to explain how you can use free tools to make your system. Firstly, you should see competitors’ pages and check the numbers to have an estimate.
You can use SEO Quake for your primary key to extract words that will help analyze your competitors’ approach. It will also give you ample suggestions to make your web page rank higher.
You can also choose to search for your term and jot down the variations (bold highlighted terms on the search engine results page (SERP)).
(Source: Google Search)
The image above shows variation keywords. These are the search results in bold letters. For example, Washington DC, cheap flights, etc.
Advanced Keyword Research
We have explained the concept of keyword variations and how to incorporate them in your page. Now, we’ll shift our focus towards some advanced keyword research concepts like Lost Keywords, Keyword Cannibalization, as well as additional opportunities.
Lost keywords are the ones used to rank your page. It is important to identify these keywords if your site’s ranking on Google has gone down. Keyword Cannibalization assists you to come up with extra opportunities to save various keywords.
These two techniques are effective tools to make changes or have a quick impact on your page’s ranking. All you have to do is look for the right words since they already pre-exist within your content.
How to incorporate lost keywords?
- Create a new page for lost keywords
- Re-target the page that contains the lost keyword
- Make supporting pages for your silo
There are two approaches to search for a lost keyword. One way is through Ahrefs. Click on Organic Keywords within the dashboard, click on movements, and then select lost. The other option is to click on compare data in GSC, and then ‘download,’ followed by ‘use sheet.’
(Source: Google Images)
Understanding SEO Page Audit
Google Webmaster Guidelines organizes such audits. There are four things to keep in mind for SEO:
- Find: The search engine finds your web page
- Crawl: The search engine scans through your page structure
- Index: Google indexes your site after finding it
- Rank: Google analyses your page and decides its rank
Guide To A Comprehensive On-Page SEO Audit
You are already aware that your website requires optimizing for enhanced performance, augmented visibility, and maximum traffic. After tackling the first step of understanding on-page search engine optimization, find out what this module has in store for you.
On-page SEO refers to everything you can control on your website, and that is what we will talk about. The on-page SEO audit is loosely based on the Google Webmaster Guidelines. The GWB guidelines were only used to outline this module better. With this outline, you can expect your website to elevate in terms of ranking and branding.
While Google may not always be right, it is still the leading search engine. Many brands refer to Google to see what is ranking and what should be on your website, and you should too. With this module, you will learn exactly how to do that.
Before we go ahead with this module, here are the stages of SEO that you should know about. This is the usual method for search engines to identify brands based on search engine optimization.
To explore an on-page SEO audit better, let’s break these SEO stages down.
Learning in-depth about On-page SEO?
On-page SEO is the method of optimizing web pages to rank higher and gain traction through search pages. On-page refers to a few components on your website that you can manage to optimize and bring in benefits. These components include content, keywords, and other such technical elements that help your website increase visibility.
Search engines follow a few stages for search engine optimization to help brands gain traction and visibility.
The first step that search engines get into is finding your webpage. This is critical, essentially because it will determine whether or not your brand will be ranked.
Search engines are a powerful platform that can organically find your webpage. But there are a few ways in which you can contribute to fasten this process and direct the search engines to your webpage.
Analytics/Webmaster Tools – One of the best practices for your website is to have a Verified Google Search Console Account, also known as the Google Webmaster Tools, Google Analytics Account, and Bing Webmaster Tools Account. These accounts will evaluate your website and provide information on site performance and issues.
(Source : Google Images)
Sitemap – Search engines use a sitemap to crawl your website, while humans use it to search pages on your website. You can submit your XML sitemaps to Google and Bing search tools so that their search engines can easily find all of your websites. On the other hand, an HTML sitemap is used by us, humans. The HTML sitemap offers a good user experience to your audience.
Robots.txt file – You can use robots.txt file to stop search engines from crawling your pages that you do not wish to be indexed. For example, you most definitely do not want your admin page to be indexed.
Meta Robots – This allows you to assign search engines some instructions to do while they crawl your pages. Meta Robots are those instructions. For ranking pages, you can set up a Meta Robots with a configuration including ‘index,’ ‘follow,’ and ‘archive.’
(Source : Google Images)
The configuration helps to inform search engines that they have to index the webpage, follow site links, and archive the webpage. Moreover, they prevent the search engines from displaying descriptions of other directories such as Yahoo or DMOZ. If you utilize resources like Yoast or Jetpack, then you do not need this method. These resources will automatically optimize your page with tags.
Malware – No one likes malware, and your website should be free from it. In case your website is found with malware, your rankings will decline instantly. In fact, in extreme scenarios, you could also get de-indexed.
Manual Penalties – Manual Penalties are also known as Manual Actions. These are displayed in a tab in the search console. If a human reviewer on your webpage feels like it has violated Google’s policies, then they take action called a manual penalty. Try to resolve your manual penalties instantly and submit them for review.
HTTP(S) – Search engines will prefer your website more if you completely follow the required security measures. Search engines prefer a secured URL such as https://. Besides being widely used, https also plays a key role in your website’s ranking.
WWW Redirect – Another best practice followed in SEO is the non-www domain record redirecting to www record for your website. This is also practiced to ensure there are no duplicate content issues with your website.
(Source : Google Images)
Domain Property (Search Console) – Make sure you claim your domain property in the search console. This automatically allows you to claim several other versions of the domain, including https, https, www, and non-www. Additionally, you can access your domain in entirety in one place.
Rel=Canonical – Rel=Canonical is a tag that will determine an URL for your webpage and the content on it. This tag combines all the external links that point to your webpage and make sure that the target page is given credit. The tag also resolves duplicate content issues for your website and provides maximum security against SEO attacks. It is recommended that you implement the Rel=Canonical tag on all webpages for your site.
After the first step of finding your website, it is necessary to have little to no structural issues. Structural issues will restrict search engines from crawling your website. Here are some examples of structural issues.
If your website’s HTML and CSS code have faults, then a code validation test can easily identify these issues. You might not be able to find these issues out, but they’ll hinder the search engine’s crawling on your websites.
Another common issue is cross-browser compatibility code issues that are checked by user experience and is not good for SEO. If you want to outrank a ‘superfluous’ website, then you can use a ‘lean’ code. Even though it is uncertain whether Google uses HTML or CSS as a factor for ranking, you can still start with this.
Everyone has seen errors popping up on their screens and wondering what they mean. This is what we mean by structural issues from HTML or CSS. Stay updated with the HTTP status, and here’s what each of them means.
500 errors are server-side errors and mean serious server issues. In case you see this, these errors must be resolved immediately.
404 errors are the popular ‘page not found’ error on a website. You don’t have to address them immediately since they have low priority.
302 errors are another low priority error that has temporary redirects. These should be changed to 301 to resolve them.
(Source : Google Images)
Your SEO can be affected by a broken link on your website. For instance, if you have a 404 error on your website, it can go all the way back to a broken link.
Always make sure you check both internal and external links. Internal broken links should be your first priority, followed by broken external links.
Site Speed – Site speed is responsible for your website’s user experience and plays a role in website ranking. You can easily check your website’s details at the site speed report. The report evaluates scores such as Page Speed score, Yslow score, Fully Loaded Time, and Time to Time Byte (TTTB). For SEO specifically, Page Speed and Yslow scores are utilized with a page load time under 7 seconds.
Page load time may be a tiny factor, but it does not play a role as a ranking factor. In fact, Time to Time Byte (TTTB) plays a bigger role in deciding the ranking.
Content Delivery Network – The Content Delivery Network or CDN is a group of servers placed according to their geographical locations. Instead of having only one location of the server on your website, CDN helps disperse your website to servers globally.
(Source: Google Images)
With the help of global distribution, your website will load quickly and provide the visitors with the actual location of the server. CDN also helps to increase security levels because hackers only hack one server and not the entire network.
Mobile Optimization – With the increasing usage of mobile phones, you also have to help your brand adapt to mobile devices. This includes mobile optimization, first index, Google AMP, site speed, click-through rate, or mobile user experience. All of these include optimizing tools for a better mobile-based user experience.
Now comes the third step following finding and crawling your website. The next part to consider is indexing the website. The index simply refers to search engines categorizing webpages from your website according to content into their database.
Once you have a page about a certain topic, it is not directly categorized into a niche. The Index section further breaks into two parts, current, and future content.
Search engines curate authentic and unique content. In fact, the original content you post on your website will increase the chances for your website to be ranked. Duplicate content will also be shown as internal or external if detected.
Meta and Page Titles
Every page on your website serves its own purpose. Your page content should not only be different from other websites but your own webpages as well. Try to avoid duplicate meta descriptions and page titles. Keep a description and title that is unique only to your page.
If your website is in multiple languages targeting several countries, then this tag helps to instruct the search engines to use appropriate language for the visitor. The tag: rel=” alternate” hreflang=”x” aims to ignore duplicate content between numerous languages.
(Source: Google Images)
Schema markup is a language from inside a webpage that is only visited by search engines. This happens when your web developer marks up essential information about your business deep into the site with a special code. Essential information could include industry, location, operating hours, contact information, awards, description, etc. These are also known as the Rich Snippets because they allow rich and organic search results about your brand. Not to forget, the schema is a big factor in determining to rank.
Open graph is one of the efficient ways to add metadata to your pages and be able to control them. You can control how these pages land up on social media and are notified when it is shared. Utilizing an open graph literally opens opportunities for you. They increase your click-through-rates, bringing your website more traction. Try not to miss this step since it is the first important step for indexing and ranking.
Besides being unique, your webpage needs to add value to the World Wide Web. Search engines will only curate your content if they feel like it benefits the users. The measurement of content value is the word limit. Webpages with less than 250 words are considered to be ‘thin’ and are difficult to rank later on.
Reverse Silo Structure
A silo structure allows you to organize your website content. It helps you to structure your content in a way to increase your chances of higher rankings. Moreover, they also gain traction for target pages and supporting pages, both of them that work in combination through internal and external linking.
Here are some steps to set up a reverse silo structure.
- Select the target page that you want to rank for your brand. Further, select a few articles published on the site that are related to your target page. Feel free to create new content, as well.
- Then, link out to one of the supporting pages, and keep in mind that you can use the anchor text of your choice.
- Go to the paragraph text on the supporting blog articles and link it back to the target page and then a supporting page.
- Try to outreach to other websites interested in linking your supporting pages as well.
- Make sure you create a silo structure like this for every target page on your website.
When you are writing for your website, keywords are the most important part because they determine how the search engines will categorize your website. With the help of keywords, search engines also try to match visitor searches to related search results. Since search engines cannot ‘read’ the content, keywords placed in specific locations make it simpler to connect. Consider keywords to be your biggest strength and make it easy for search engines to figure out what your webpages are all about.
Make sure your target page is of a single niche. Try to optimize more than one primary keyword and phrases. This way, you get access to secondary keywords as well that are basically related keywords. These secondary keywords make up a cluster that will powerfully optimize your target pages.
Find these cluster keywords in the related searches section on your search engine results page (SERP), auto drop-down suggestions, ‘people also ask’ section or Google trends.
Finally, we reach the ranking section once all the previous stages have been tackled. Rank refers to placing your web pages in search results in a certain order. Google lists ten pages organically on every SERP. To claim the ‘first page,’ especially on Google, your webpage must rank in the top ten webpages listed for your target keywords.
This is exactly how the previous steps are so important in determining a webpage’s rank. But sometimes you might have done everything from your end and yet you worry about how to improve your rankings.
In this case, your rankings will improve solely by creating relevant content on the website and having quality backlinks for your target keywords.
Here are some factors to remember that can bring your rankings up.
- Word Count
- Latent Semantic Indexing
- Exact Match Keyword
- Keyword Variations
- Page Score
- Organic Page Performance
- Click-Through Rate by Rank Position
- Potential Traffic by Search Term
- Click-Through Rate
- Optimization Tuning
- Overall Site User Experience
The final step to getting more visibility for your brand. Search engines are constantly searching for signals to identify legitimate websites and brands. Signals include how your brand is listed across the internet and the positioning in Google and Bing along with some on-page factors.
Brand Signals & Local Optimization – You have understood brand signals, but if you are wondering what the methods to optimize your brand signals are, then here’s how.
- Google My Business Profile
(Source: Google Images)
Google My Business Profile is an essential, authoritative tool for your website, be it local, national, online, B2B, or B2C. Goggle uses this platform to verify if your website represents an actual brand. It does this by linking external links from properties like Facebook, YouTube, LinkedIn, etc. Moreover, it identifies your business location, reviews, and more. If you have not already optimized this for your brand’s website, then definitely should.
Rel=Publisher is a tag that links your brand and content together. When you write quality content, Google can attribute the content and brand together. This is because Rel=Publisher is the exact same code or tag between the content and your Google+ Business Page. With the help of this tag, your brand can improve in terms of search results. No one can question its credibility as well because the Google+ Business Page is only accessible to G Suite users and businessmen. Due to this, the signal helps to improve website authority.
Authenticity, Citations, and NAP – Your brand needs to get listed in big data aggregators and have a consistent name through NAP (Name, Address, and Phone). Factual specifically serves as a business data aggregator. Many search engines do use Factual or any other leading company. They use other important industry citing sites to verify basic brand information.
Authenticity, Brand Awareness: Owning Your Brand Across the Web – If you want Google to view your brand as trusted and reputed, make sure that you are sending the right business signals. Check the below factors, whether they exist or are accurate.
- Social media itself exists while all their information stays up-to-date and accurate.
- Check if there were any negative reviews across business platforms.
- This goes without saying, and you should stick to one name for your webpage.
Additional Information: On-Page Trust and Authenticity Factors – Google is always looking at a brand to check if they were original and reliable. Most indicators exist at the footer of stronger websites.
KPIs, Benchmarking, and Reporting
These determine the success or failure of a business. That said, these are some vital things to note when SEO is considered. There are several effective ways to do your KPIs and Reporting.
You can start by advocating page-level reporting through various keywords and unique content.
Another way is to analyze your website or specific web pages. You check its past rankings and compare them with current results. You must keep an eye on traffic, conversions, and impressions. Finally, you can benchmark everything by studying your past performance.
How to set up a dashboard?
There are many efficient ways to set up a dashboard. We understand it can get tiring, so we decided to help you out with a few things you can start with:
- Google Data Studio: It is easy to use and free of cost!
- Connect Analytics, Adwords, and Search Console
- Google Analytics Data: This is great for engagement, to check page/site visitors frequently and for conversions.
- Combine trends to build your reports
- Search Console Data: Use this to lookup keyword positions, clicks, CTR, etc.
How to optimize your CTR?
There are millions of websites on the internet. How can you ensure that yours is the one that gets clicked? Well, it might not be a cakewalk, but here are a few ways to optimize your Call-To-Action:
- CTRs with Question Tags get more clicks than others- Question Tags such as “Why should I eat green vegetables?” are visited more than other webpages because readers have shown an inclination towards them.
This is because people relate to questions better and feel like Tags with questions contain more accurate information. See the image below for an example-
(Image Source: Google Search)
- Meta-Descriptions are a must- You need to have a meta-description for your web page. Yes, you get brownie points if it is a compelling description, however, just having one suffices.
- Take help from Review Schema or FAQ Schema- These do not directly optimize your page. However, these are great for connecting to Rich Snippets. Let’s look at these two tools closely.
(Source: Google Search)
(Source: Google Search)
- Use Power Words in your Title- Words like “Best,” “Top,” “Free,” and “You” are called power words because of their engaging quality. Using these words can help optimize your CTR.
- Use the current year in your Title: Titles like “Top 10 SUVs in 2020” and “Best Matte Lipstick: 2020 Choice” are more likely to get clicks than other pages due to the effect of time. Visitors will find such titles more recent and hence will visit them first. Here’s a search result screenshot to help you understand better.
(Source: Google Search)
How to divide your reporting?
Reporting must be divided in the following ways:
The Complete Website
The record must include data about visitors, cluster keyword positions, clicks, conversions, CTR, conversion rate, etc.
- A record of the previous three to six months must be maintained.
- Benchmark data must include screenshots of metrics, including those from the start of the campaign to the present one.
Each Target Page
The record must include data about visitors, cluster keyword positions, clicks, conversions, CTR, conversion rate, time on site, and the Bounce Rating.
- You must maintain a complete record of three to six months.
- Benchmark data, including complete metrics from start to finish, must be maintained.
How to Calculate Return on Interest (ROI)
Businesses have two common goals when they start campaigns. The first aim is pure branding, while the second goal is to generate additional revenue. You’re also the one to decide the complete outcome of your campaign. However, you must be concerned about your Return On Investment (ROI). If you work well with ROI numbers, it will allow you to keep your monthly contracts going as well as demanding higher fees.
The following metrics should be considered before estimating the Return on Investment (ROI).
- Real Search Volume
- The Site’s Conversion Rate
- CTR by Rank Position
- The Lifetime Value of a Customer
Can images optimize your web page?
Images and SEO? Yes, it’s a match made in heaven. It is extremely beneficial to use images in your web pages. Here’s why-
- Makes your page more engaging
- Helps visitors relate to concepts better
- Media makes content more relevant
However, are you adding the images properly? Are you using original/unique photos or resorting to Stock Images?
Well, let us tell you a fact. Stock Photos can hamper all your SEO efforts. It is better to use unique photos on your web pages instead of commonly used images on the internet. This is sure to boost your SEO ranking.
What is Schema?
Schema is tags that are embedded inside your website and will tell search engines what your website contains. Search engines do not understand the symbols and numerals assigned, for instance, the weighing metrics. Instead, you can simply tag Schema and state that this is a metric. This helps search engines to understand your website’s content.
Why is Schema the worst?
When it comes to convenience and easy usage of a tool, Schema does not necessarily qualify. While it may be taking a load off your shoulders, increasing traffic, it still is confusing to understand. Moreover, Schema is mainly difficult to implement.
But here’s the secret. Hide in plain sight!
(Source : Google Images)
Try to gain inspiration from some of the popular sites on any search engine results page. Try to look at their schema and understand the secret of their plain hiding. Further, you can use the Google Data Structure Testing Tool. The tool tells you if the schema you swiped is a good one.
Sitelink Search Box
Sitelink search is a custom search box that is available when you display branded searches. Only you should have a search feature on your website, and this can be put only on the homepage.
You can easily get breadcrumbs displayed for your website. Look at this and tell us if it looks similar, Books > Authors > Ann Leckie > Ancillary Justice.
Yes, this is exactly what breadcrumbs refer to. List all your URLs in the schema. Moreover, the URL mysite.com/type/keyword-phrase displays the 404 error. Most times mysite.com/type/ is not a real page as well.
Main Entity of Page
The main entity of the Page is a simpler opportunity to tell Google that this is what your brand is about; this is the content on it, and here’s why the brand is credible.
Many users use the Item Page as a default. This page focuses more on one thing essentially, and it does not include fitting into another schema categories of Bollywood. The item page schema looks exactly the one in the previous schema category.
Now that you have understood and looked at what Schema does, here are some more branches of Schema.
Spammy Schema Manual Action – It perfectly edits your schema mainly because you get to control a big aspect of it. Since it is manual, you can totally steer your goals into any direction.
Product Schema – Through this category, you can access all the fun stars, reviews, prices, and more than usually pop out in the SERPs. If you want to make him pop, you can use Aggregate Rating and their offers. It only works when both of them exist since Google is a fickle-minded platform.
Local Business Organization – Studying the organization behind local businesses is a great way to understand how people live. But more so digitally, how do these businesses find their way back into the ranking game.
What is Medic & E-A-T?
Medic began in August 2018, came back in December 2018 and March 2019. Medic began as a series of core updates. A lot of websites started losing their ranks even though they were real websites. Their most demanding niches varied from medics, lifestyle, food, etc. and yet they started declining.
Further, this formed a concept of Expertise, Authoritativeness, and Trustworthiness (E-A-T). Since then, it has become easier to become the real website that you are. Although no search engine is in power to judge whose website is real, the E-A-T concept still is one of the factors. In the end, it is all about whether Google thinks you are a real entity or not.
The first thing you should do as a brand is to create your own knowledge panel if it does not exist. If your brand does not show up in this panel, it may not be as recognized.
While this is only the first step, there are several other factors to take into consideration.
Wikipedia / Wikidata – Google widely uses Wikipedia and Wikidata for information. This is your chance to take the steering wheel in your hands by creating an interesting page. You can try out Wikidata. But here are some key points to keep in mind when creating a Wikidata account.
- Avoid using email addresses with your brand’s name completely visible.
- You can use the same account to contribute to the most random topics by having multiple listings.
- Once you create an account, you can add statements mentioning information like location, industry type, inauguration date, official website, and more.
- In the end, add a ‘qualifier’ for related data to receive similar results, especially about your brand.
Google My Business (GMB) – Another way to verifying yourself is by setting up and optimizing Google My Business. Make sure you submit your website to Google My Business and claim it for every business location of yours. Next, confirm your details such as name, office address, phone number, working hours, etc. Go ahead and add a few appealing photos and then edit your brand introduction.
(Source: Google Images)
Some people go all the way and mention modes of payment, which is a good thing. Once you start getting traction, respond to every review politely, including the negative ones. A few more things that you can do is create a 360-degree virtual tour, post twice a month, or add an optimized image every week.
Yelp Optimization – If your brand is still not verified, claim a listing on Yelp. The process is pretty much similar to that of GMB. Fill in your information, add pictures, and respond nicely to your reviews.
Huge Trust Signal (GMB / G+ / YouTube / Rel=Publisher) – The huge trust signal is like a part two to your GMB optimization. You can create a huge trust signal by simply verifying certain Google properties with the same account. We have simplified the GG Suite optimization easier for you with these basic steps.
- Log in to G+ through the GG Suite and your GMB account.
- Click on your profile to grab the URL and add it to Ref=Publisher. This tag will go in the header of your site.
- Now simply go to YouTube to sync and verify in the settings.
Citations – This is the reference information a brand provides, such as a name, address, and contact number. Usually, citation in SEO terms refers to the several business listings that take place on many sites. You can also call citations as business directories due to their large databases. There are two types of citations.
These are basically just large databases for brands. They include Factual, Infogroup, Newstar, and Axiom. Factual is widely used for schema identification. Other sources of entry include Whitespark, Brightlocal, Moz Local, Yext, or any credible citation service.
The following major data aggregators are niche citations. These are specific to your brand, industry, location, keyword, or content. Find out whether your competitors are getting citations and then go ahead with getting one. Using a citation service, you can also try to conduct an audit. Moreover, you can compare these major citation services before opting for any one of the above.
3rd Party Review Sites – After you have taken the bigger steps of Yelp, GMB, and citations, you can now refer to 3rd party sites. In fact, let this be your moment for earning reviews. There are two ways to find out 3rd party review sites.
- Knowledge Panel – Simply search your business on the knowledge panel and look at ratings or remarks given by other websites.
- SERPs – Search for your brand’s reviews, and you will find numerous articles on it.
Site Information and Outbound Links – You have successfully gone through every step, and this is only to wrap it up. Here are some endnotes for you to keep in mind.
- Establish different ways for your visitor to contact you internationally and locally besides your email or personal mobile number.
- Edit your ‘about us’ or ‘meet the team’ section. Consistently update it so your brand can seem humanized to the visitors.
- Form outbound links such as social profiles, content creation, etc. You can link all these externally as well.
Summing it up
Make sure you follow through with all or most of these steps to guarantee complete optimization, increased traffic, and maximum visibility.
Lastly, do not have duplicate content and be real with the content on your webpage. Make sure your originality stands out for Google to know that you exist. There are many ways Google will eventually discover your content and your website.
This guide has probably taught you as much as you would need to know about setting up your own optimization tools. As long as you are putting out original content in the world, your brand will surely get recognized and ranked.
That being said, just be yourself, and everyone will simply be drawn to your content.
Well, we’ve sure come a long way from the start. We spoke about essential On-Page SEO tips and gave you the latest insights into the concept. Now, we understand that it is a very vast concept and requires more than just 4,000 words. However, we’re also sure this guide has given you a massive head start.
The most important concepts we discussed were the keyword research tools, CTR optimization, Page Structures, and Outlines. Even though these may not look very intense, they are the most crucial elements of an optimized web page.
On-Page SEO is more than just adding the right keywords to your title or description. It aims at fulfilling the search intent and offering the most accurate data. That is the most vital part. If you fail at providing valuable data, optimization is pretty much pointless.
That said, we need to focus on keeping the ‘Giant G’ satisfied. All On-Page SEO tips also have one common goal- to crack Google’s ranking algorithm. It’s not easy but can be done by following the steps we mentioned in our guide. Well, we wouldn’t like to keep you waiting! Go on, optimize your pages, and conquer the ranks.
Well-researched and insightful websites amount to nothing if you can’t reach the audience you intend them for. Search Engine Optimization (SEO) indicates the key aspects that can increase your website ranking and traffic. While you might inculcate all the best SEO practices in your website content, you need a way to measure the same.
Having set benchmarks and understanding how to measure your success in terms of SEO is extremely important. Whether you measure the success of your website or clients, this is the most important aspect. Everyone likes seeing tangible results, but due to the nuances and technical nature of SEO, it can get difficult to see the result transparently.
For this reason, you must have a thorough knowledge of key performance indicators and calculators that give insight into your approach. This can even help you tweak your method to suit your website and personalize your approach with SEO. Without further ado, let us discuss some of the most effective ways to measure results.
KPIs, Benchmarking and Reports
When you use search engine optimization techniques, you, your team, and the client are putting in a lot of time, money, and effort into tactics that help the website increase its ranking. Key Performance Indicators or KPIs measure the success or failure of these tactics so that you know if you are getting your money’s worth.
Now to measure success, you need to set up a certain benchmark. You can measure the KPI before you begin your optimization.
Set this as a benchmark from which you can measure success after a certain period of optimization (for example, three months). This gives you a tangible measure of your practices and allows you to show your client that they’re getting their money’s worth.
Setting up benchmarks, having consistent reports with updates to your approach and set KPI’s can take your practice to the next level. However, this also means that you must know which KPI is useful and points to the true measure of growth. Read on to get an insight into the same.
Which KPI’s can you track?
Today, there are multiple approaches that you can use to measure the success of your optimization techniques. With more than 100 measures of success, it is difficult to figure out exactly what shows true growth and which KPI you must focus on reporting.
Page-level reporting with a focus on certain KPI’s can give you a more in-depth and holistic approach than pinpointing on one measure. Discussing your clients’ needs and including those points in your report is also equally important. Aside from those, here are some of the most important KPIs that help you measure your SEO success.
Most websites focus on lead generation or sales made as to the end goal for success. Conversion is the first step towards succeeding in that goal. You can measure individual page conversion by setting up goals on your dashboard and looking for the conversion rate through certain actions.
For example, signing up for a newsletter or opting in for email updates is an action that is considered a conversion.
Measuring the organic traffic directly points to your ranking and site visibility. If you have a relatively larger audience streaming onto your website, it means that your page probably has one of the top rankings. While many individuals prefer to track keywords to measure the site visibility, the traffic received gives a broader perspective for the same.
Impressions simply point out the visibility of your brand. If an ad for your website is seen, it counts as an impression regardless of if the viewer interacts with it. Impressions point towards brand awareness and help you keep a check on the ROI for campaigns. However, your conversion rate must grow along with impressions for a successful campaign.
The click-through rate or CTR measures the success of your impressions. If you see an amazon advertisement and decide to add it to your saved videos, amazon records this as a click-through and adds it to the total percentage. The CTR is a great calculator for audience engagement and interest.
Setting up a dashboard
Many tools help you analyze, compare, and consolidate your data into a report for the client or to measure your optimization techniques.
The most used of these is the Google Data Studio. This is one of the primary tools used to measure all SEO data. It is also extremely compatible with Google AdWords, Console, and Analytics. The console gives you all information regarding keyword performance, whereas analytics measures the website’s engagement, conversions, and visitors over time.
If you want to use something that works well with advanced connections that are not google, you can also make use of Supermetrics. This tool is similar to the data studio and even syncs with it. It allows you to gain access to the google studio and other third parties, non-google tools all in one place.
Here are some of the key points to remember when setting up a dashboard that will help consolidate a report:
- Make sure that you include your benchmark, a short term period such as a month, and a long term period such as 3-6 months. This gives a more accurate understanding of growth through comparison.
- Visual representation through graphs and displays of trends is important when setting up the dashboard. You can even include these in your report for a clear representation.
- You will want to include a breakdown of the KPI’s for the entire website as well as the target pages. The KPI’s and the target pages should be discussed with the client before the optimization.
How long does it take to win keywords?
One of the most common questions that clients and SEO professionals have is to know how long it’ll take to win keywords. This means the duration that the keyword takes to rank number 1 or reach the goal you set for it.
With the changing landscape of the way we search and usage of simplified language through Siri and Google Now, it’s a lot more difficult to track down keywords in the first place.
There is no definite answer that you can give when it takes to winning keywords as the entire process is complex. Many factors come into play when you talk about keyword ranking. Due to this, when asked how long it takes, your usual answer will be vague. Here are two methods that you can use to get a more definitive answer to this question.
Calculation by Amount of Competition
You can calculate the amount of competition and the strength of competition for a particular keyword to see how fast you can climb up to a prime spot. This gives you a fair estimate of the difficulty of winning that particular keyword ranking.
To guess the strength of the competition of the target keywords, you can make use of tools such as Moz Difficulty. These tools give you an estimate in the percentage of how strong the competition of the keyword is. If the strength is somewhere near 30%, you can estimate around 2-3 months to win the keyword. Similarly, adding a month for every bump in percentage increases the number of months you take to win a keyword.
To check the amount of competition you have and hence the duration, you can make use of Majestic T&A. This tool allows you to measure the number of pages that the keyword turns upon in both the title and the backlinks. This shows the real measure of the competition you have. Each time the competition increases, you can add a month to the time it’ll take to win the keyword.
For example, under 30 would include no months added, but from 30-100, you will add a month, and from 100-200, you will add two months. When you add the months for both Moz and Majestic, you can get an estimate on the duration.
Keep in mind that keywords taking longer than 12 months are often more effort than they are worth. Furthermore, if you use the silos approach of long-tail phrases, you should achieve success for them faster than your primary keywords.
Calculation by Backlinking Domains
Google and other search engines consider backlinks, especially from established websites, as a vote of confidence. Due to this, backlinks have a huge effect on the ranking of your keywords and the website itself. You can review the backlinks created through URLs and referral domains for a competitor website using similar keywords.
This gives you a goal that you must achieve and an estimate on how many backlinks you may need to do so. If you build three backlinks a month, this divides your work according to content and the links themselves.
You leave a month to come with SEO friendly content with keywords that contribute to the ranking factor, and three months for building the links. This puts your total to at least 5-6 months if you have a month to work with unseemly circumstances that push the deadline forward. This is the average amount of time you take for top rank and to win keywords as well.
How do I estimate the Return On Interest (ROI)?
When you look towards SEO and invest in tactics that rank your website higher on search, it is to achieve a certain goal. For some organizations, this may be to simply get the word out about their brand and to increase brand awareness. However, for most websites, spending money on optimization means that you must get some kind of Return on Investment.
Now this ROI can include an increase in conversions or an increase in sales, but the result needs to be tangible. It also needs to justify the money that the clients or you are putting into getting these results.
Measuring the ROI can help you as it shows that a substantial effort was made that acquired satisfactory results. This justifies your contract and even attracts quality customers with higher pay. Here are some of the metrics that you must pay attention to when looking to estimate the ROI.
Real Search Volume
The real search volume is essentially the impressions divided by the impression share. The best way to calculate the same is to check the keywords in Google AdWords and get an exact number for your query.
If you do not have access to AdWords for any reason, you can use an alternate solution. This includes doing a broad search for your term that gives you keyword suggestions. These suggestions are your secondary keyword cluster and can give you general sensing of your search volume.
CTR by Rank Position
The CTR or Click Through Rate for a particular position is determined from data gathered from Google Search Console and Industry Averages. This helps you get an idea of the CTR you receive if you are at a certain ranking or position on the search.
If you take both the CTR and the search volume, it helps you get an idea of what course of action will give you the estimated returns you require.
Conversion Rate and Lifetime Value
The conversion rate and lifetime value are estimates that you can get from the client. The conversion rate is generally set against a certain benchmark goal that every website has access to from the Console. The lifetime value of a customer is the amount that the customer has contributed to the website. This contribution occurs through their interaction with the brand.
If you or your client doesn’t have access to either or haven’t set it up, it’s important to do so before moving forward. Lifetime value is lower for goods that are precious or other luxury services. So, you must measure this metric in your ROI only if it matches the website goal for its customers.
Calculating all these metrics together by multiplying them gives you a very realistic estimate of the value your optimization practices bring to the website. This is a great way to gain trust and make client acquisition easier.
What is Conversion Rate Optimization?
On-page search engine optimization especially focuses on getting traffic to your website. At the same time, it also increases the ranking in various search engines. While this has little to do with the Conversion Rate Optimization (CRO), it is important to understand the term for a more successful approach.
CRO deals with getting the traffic generated through SEO to interact with the website. This could mean something as simple as clicking a backlink to route to the website or adding items to the cart or writing a comment. There are several types of CRO, all of which are set up as goals and are easily measured using the Google Suite.
CRO for CTR
As discussed above, CTR or Click Through Rate is a way to measure the return on investment of SEO. However, using CTR by rank position is also a type of conversion rate optimization. You can guess the click-through rate by rank, and the pages or keywords that are underperforming can then be optimized.
The title and descriptions of the underperforming pages and keywords found from the CTR are updated or replaced to improve the conversion. This is an easy approach to CRO but still very effective in getting the required outcome.
Tell Visitors How to Covert
While this may seem like an obvious statement, many websites fail to practice this, which automatically leads to a loss of traffic generated through SEO. Telling visitors how to convert can include something as simple as having interactive buttons that are a call to action.
Furthermore, you mustn’t include only one feature. You must remember the sales cycle that explains how every visitor that comes to your website has different motives. This means that they may need different levels of persuasion.
Some may require new information, whereas others may require assistance through chat boxes or contact information. Others may even directly buy the product or service. Ensure that all of these actions are available on the page. Visitors shouldn’t need to scroll a lot or look for the same. This is a great solution to produce a higher CRO.
As an SEO professional, it is important to constantly test and upgrade your website. Testing allows you to understand what you can do that can make the page better. Even if it’s not an SEO tactic, making slight changes in the website can greatly increase your CRO.
Tracking through AdWords or Analytics and then analysing and planning a simple approach to the factor is a must. Factors such as the call to action, forms, layout, taglines and headlines, navigation, or even the readability can be tested and optimized.
Once you complete these steps, you can test the factors on your page. Begin with an A/B testing approach to understand if the up-gradation works for your website. To confirm your hypothesis, you can also make use of the A/A test. If your results are satisfactory, you would’ve increased your CRO with a simple tweak in your website.
Using The Right SEO Tools, Finding CTR, And More On Keyword Research
Most brands are still finding the solution to how they can bring traffic on their websites. You might be unable to do so even after designing the most informative and appealing websites. Here is where SEO or Search Engine Optimization comes handy.
SEO can be chiefly broken down into several components. These include helping your website improve its ranking, bringing organic traffic to your website, and much more. Thus, understanding different factors of what your SEO Page should look like is vital.
Knowing exactly what to incorporate into your SEO webpage can give you an edge over your potential clients. Furthermore, If you plan to utilize a content strategy for your team, these factors can help you distinguish them. In this module, you will get illustrative insights into how you can design your SEO page.
Advanced Outlines And New Factors
In brief, over four standard factors account for the Search Engine. These are the very deciding factors of how your site can gain extensive traffic. Understanding these factors can help you determine how you can improve your SEO page.
This module is entirely based on a bit more complex elements apart from the very foundation of SEO. You will learn how to get a hold on much more efficient ways of building your SEO webpage.
Moreover, these elements can extensively benefit you and your time to expand your site as a whole. With these insights, you can train you and your team to build a remarkable SEO page.
Some of these factors are quite popularly known, while some of these have been discovered after meticulous research. On the bright note, these factors are enough for you to create your SEO page.
Page Structure and Tag Tools
If you aren’t already familiar with tag tools, these are the very elements of the page. These Tag tools are thus, found on the page structure. These tag tools can be anything between H1-H6 tag tools, anchor text, and much more.
Thus, these tag tools make up for the SEO pages are henceforth considered the very core component of a page itself. A very crucial factor of these tag tools is that it can help you create a page that Google wants.
Moreover, you can ever analyze how your competitive teams are standing out. For example, you can get a hold of how they are using the anchor texts. You can then determine if they are doing anything with their footers or with other such tag tools.
In a nutshell, they are an effective way of understanding what your team should utilize to increase your ranking. You can then outline your page exactly how Google wants to see it.
Every prospective client searches something specific. If you can need these needs, then you can turn them to potential clients. So, how can you do this? Well, altering your page based on Google and the user necessities can come handy.
Tag Totals And Hidden Factors
- Avoid being a tag outlier
- If you have a competitor average of 5 with over 20H2s, you might need to look into this element.
The Non-Existence Of A Factor
The Non Existence of a factor is primarily analyzed by Quora. We also found that this a top factor that correlates to gaining website traffic. Thus, in simple terms, determining the factors that your competitors make use of may benefit you.
One of the best ways of doing so is being mindful when it comes to finding the factors. Trust your instincts. If in case you see your competitors utilizing these factors, utilize them.
It’s better to have at least something that nothing at all, right? Thus, the best way by which you can create an efficient SEO page is to make use of different factors your competitors use. Elements like these can give you an upper hand over your competitors, you never know.
What Should An SEO Page Look Like?
Coming to the answer that most of you are looking for- What your SEO page should look like? The most fundamental basis of designing your SEO page is creating an outline.
This can start from creating your Title, adding the content below it, and so on. In brief, you should implement your SEO page with several relevant elements.
Furthermore, you need to ensure that your writers are well-aware of the H1, H2, H3, and further headings. Note that adding subheading can effectively help you make your content appealing.
You may further use different external links in your content. This can be done in a semantic manner. Such elements can help you boost your SEO page’s ranking as a whole.
Using (Mostly) Free Tools
Using the right tools for your SEO page can benefit you more than you know. However, most people are mind-boggled when it comes to utilizing the right tools. It might pique your interest that several SEO-oriented tools come free of cost.
Given below are a few of the most commonly used SEO Tools.
- Google Data Studio
- Keyword Planner
- Bright Local
- Pro Rank Tracker
- Private Internet Access
- Social Adr
- Page Optimization Pro
- Squid Proxies
- Visual Ping
- Drip Feed Links
About 75% of SEO tasks are done with a myriad of SEO tools. Premium and widely used SEO tools can help you in several ways. These include- to advance function ability, get on-call support, higher significantly limits, and even stored data.
While you can find a plethora of free tools, choosing the right ones for your SEO page is indispensable. While choosing the tools, you should frequently consider three components. These include- cost-free availability, vast usage of the tool, and offers noteworthy value, along with actionable data.
The above mentioned-tools are some of the best tools for SEO. However, understanding which of them might benefit your page is essential. Thus, if you’re under a budget, free tools can benefit you.
Tools for Word Count
Every time you write content for your SEO page, noting down the word count is essential. Calculating the word count of every SEO content on your SEO is quite beneficial.
That being said, different word counting tools count the content in different ways. Some of these include- raw count, clean count, and abridged count. Counting the overall numbers of an article is quite easy.
To chiefly calculate your word count, you should follow simple steps. All you need to do is select your entire text and paste it on the respective word count toolbox.
Tools for LSI
LSI tools are chiefly used for LSI keywords. LSI or Latent semantic indexing tools are the means to LSI keywords. LSI keywords, in a gist, are related keywords.
These keywords are factually those words that frequently reoccur in your content. For instance, if your content is based on the topic Apple, LSI keywords help you detect if or whether you’re writing on the fruit or the brand.
So, why exactly do we use LSI keywords? LSI keywords prominently improve your content’s accuracy. They help users understand your content faster and better.
Top free LSI tools
- Niche Laboratory
- Semantic Link
- Keyword Tool
- Answer The Public
Tools for Primary Keywords
Primary Keywords are chiefly used to create readable and well-organized content for your site. Furthermore, these keywords can further detect if your page can lure your target audience.
Before choosing the keyword for your content, analyzing the chief theme of your page is necessary. The search engines such as Google and Bing are fond of accurate and relevant content. Thus, take this to your benefit.
Coming to the keyword tools, these can fairly help you identify the right keywords for your content.
Top free keyword tools
- Google AdWords- Keyword Planner
- Google Correlate
- Keyword In
Using Adwords To Find Actual Search Terms
Google Ads, previously known as Google AdWords is a widely used tool for jotting down relevant keywords. These are the ultimate game-changer for the pay-per-click system. However, most people are unaware of how this tool works.
Most influential bloggers that earn through Adsense make use of Google AdWords. Google AdWords helps you find accurate keywords that you can incorporate into your content.
Nonetheless, choosing the right keywords can be quite a daunting struggle for many. Read ahead to know how you can use Google AdWords to your advantage.
Using Google Ads For SEO
One of the common mistakes most people make is they don’t take enough time to learn about the tool. Google AdWords offers a wide range of elements, starting from filters, segments, CTRs, CPCs, and much more.
Coming to filters, most people tend to overlook this component. You can filter out your requirements while searching for the right keywords. For instance, you can change the high-big value to whatever you please.
Elements like these can help you improve your chances of creating a robust social presence. Furthermore, the better your SEO rank, the better chances of you extending your client base.
Setting Up AdWords Campaigns For SEO Purposes: Fishing Campaigns
If you’ve already set up your AdWords, there’s a high likelihood that you may not have chosen the right words. Due to this, you may have a lot of broad match campaigns.
Lucky for you, you can undeniably bypass the work on identifying the most beneficial terms. You can then directly access the CTAs and attractors to simultaneously design your SEO page.
Thus, analyze this component and see to it that you avoid choosing the path of broad match campaigns.
Finding What People Are Actually Searching For: Search Terms Report
Search Term Reports, as the name suggests, are some frequent reports on keywords. These reports can thus help you analyze which terms different users are searching on the internet.
You must understand that regulating your SEO page means considering a very user-oriented approach. The function produces an entire list of the words and queries entered by users.
You can easily take this to your advantage to detect which keywords are broadly being discussed. Incorporating these keywords into your content can then help you improve your SEO score.
Simultaneously, this can then result in your website, gaining traffic as the users will click on your site’s ads.
You can look for search terms through a wide range of methods. One such instance is by selecting keywords while designing and regulating different campaigns.
Either way, ensure that you give your undivided attention to this element. It can be the basis for your site’s success.
Gleaning Data From Existing Campaigns
Another excellent tip that you should take note of is to glean data from existing campaigns. Gathering relevant information to effectively impact your site can help you lure your target audience significantly.
The existing campaigns can help you extract relevant information. Further, Google Ads play an imperative role in helping you understand your audience. To add on, you can even utilize keywords that convert into potential leads.
Gleaning data from existing campaigns is thus a good step of getting the upper hand on the real search volume. Users must do extensive research to create a strong SEO presence.
Bottom Line, these elements sum up how Google Ads can benefit your SEO page.
Using AdWords To Inform SEO Campaigns
Now that we know how effective AdWords is when it comes to improving your SEO score let’s learn more about it. AdWords is a remarkable tool for SEOs to leverage effectively luring organic traffic to their websites.
Another impressive benefit of AdWords is that you can use it to inform distinguishing SEO campaigns. So, how can you do this? Well, here is where CTA AdWords comes handy.
While Google AdWords may not offer you relevant information every possible time, it can be the start of your site’s efficiency.
AdWords For CTAs and SEO Copy
One of the most saddening and infuriating elements that content creators face is that they don’t revive enough clicks. Even if you create the most informative and engaging content, you might be missing out on something.
Thus, you can make use of AdWords for the call to action to boost your posts. Furthermore, you can do so by making your posts and content twice more engrossing. So, how can you do that? With AdWords, of course.
Getting people to click on your ads is undeniably the first step to achieving your call to action. AdWords can help you detect exactly the words people are searching for.
Creating user-oriented content is the key to excelling at SEO marketing. Thus, if you ensure meeting the necessities of your potential clients, you can boost your performance as a whole.
Note that generic words may not be doing you as many favors as you think. Most SEOs commonly make the mistake of utilizing generic words for the call to action. Avoid doing this.
Furthermore, plan a strategy. For instance, stick with fewer choices for more leads. There is no better way of progressing your SEO ranking than by sticking to minimal yet effective keywords.
Testing Calls to Action (CTAs)
It comes as no surprise that meticulously testing your call to action is essential before implementing it. Just like every other brand marketing strategy, you must plan out your calls to action thoroughly.
Get experimental with your website. You can start by trying out a different call to action techniques. Note that the CTA is an indispensable factor of every website.
It can set your objective straight to your users. Furthermore, it plays a crucial role in increasing your customer base and your company’s revenue as a whole.
Thus, CTAs pretty much are independent sources that can purely help you drive profit.
To convert your organic traffic into potential leads, CTA can be tremendously beneficial. Thus, finding the right keywords through Google AdWords can help you promote conversions.
Testing Copy And Design
Conceptualizing, coping, and then implementing your call to action is another crucially daunting factor. Once you are sure of the call of action you’d like to choose, implementing, it can be difficult.
For instance, you can choose any keywords and still fail to drive profit for your company.
Thus, designing meticulously tested calls to action can deliberately be the first step towards creating a core foundation for your SEO page.
Finding Actual CTR
If you aren’t already aware, CTR is nothing but click-through rate. In simple terms, CTR plays an effective role in improving PPC success. Nonetheless, finding actual CTR is something most SEOs are having a tough time dealing with.
To know how you can find actual CTR, understanding the very basis of CTRs is essential. Read ahead to know how you can utilize Click Through Rate for chiefly designing your SEO site.
In the field of Internet Marketing or in this instance, SEO marketing, CTR has a very prominent role. Click-through rates are metrics that evaluate the overall clicks different advertisers receive. These clicks are based on the total amount of impressions.
That being said, accomplishing a top click-through rate can help you gain optimal PPC success. This is because CTRs entirely impact your SEO score. They further also impact the number of money users pay when they click on the ads.
If you’re wondering as to what you can do to get rid of the click-through rates that are holding you back, read ahead.
PPC click-through rate is the percentage of every individual who viewed your impressions. In brief, Click Through Rate= (Total Clicks on the Ad)/ (Total Impressions)
Finding True CTR Numbers/ CTR In Search Console
Google AdWords is one exquisite platform that offers pricing discounts for ads. This is only subject to those ads that offer significantly relevant content. The most focal reason for finding true CTR Numbers is to provide top-quality sources to different ads.
AdWords thus aims to help you achieve high-quality quotes with high click-through rates. Furthermore, you can even expand your ad position fo comparatively lower costs. Finding true CTR Numbers depends on several elements.
Some of them include- Targeted Keyword to bid on, cost-effective bids, and much more. Further, you can also find them through relevant tools and methodologies.
You can further also make use of the filter option within the Search Analytics tool of AdWords. Then, customize the filters accordingly, and you will be able to find true CTR Numbers.
(Source: Filter Option within Search Analytics)
Industry/ Niche Average CTR
The average CTR depends on different industrial sectors. There has been an increased and augmented technological growth as a whole. Due to this, every industry has taken a notch ahead to ensure sustaining in the marketplace.
Here are some of the most popular industries and their average CTRs-
- Healthcare- 0.83%
- Education- 0.73%
- Apparel- 1.24%
- B2B- 0.78%
- Auto- 0.80%
- Fitness- 1.01%
- Employment and Job training- 0.47%
- Consumer services- 0.62%
- Beauty- 1.16%
- Technology- 1.04%
- Retail- 1.59%
Finding Underperforming Keywords
Improving and incorporating underperforming keywords in your content is necessary to transform potential leads. However, analyzing and choosing the right underperforming keywords can be difficult.
If you aren’t among a few of the top Google’s result pages, you may need to revise your strategy. Furthermore, if your users aren’t sharing, commenting, or even linking your content, you may need to re-evaluate your strategy.
That being said, underperforming keywords are the very basis of doing so.
According to a study, about 76% of traffic to the respective blogs comes via pls posts from a month or more before.
The best way to find underperforming keywords is to use AdWords. An AdWords script can come effectively handy for identifying underperforming keywords.
Using Correlation Data In SEO
Another extremely essential factor that can benefit SEOs is the rankings. It comes as no surprise that the higher your SEO rank, the more chances of increased performance.
Most people tend to undermine how prioritizing SEO alterations in regards to a site or link profile is vital. Getting a high rank might seem impossible to most people. However, with the right strategies, achieving a top rank is very well possible.
That being said, reading every possible correlation that you come across can be hazardous. While many correlations may be seemingly true, some may mislead you.
Correlations come handy while determining your site’s SEO rank. SEO studies are entirely based on scattered plots. Search visits suggest that over 0.47% of factors of them are correlated with significantly higher rankings.
Correlation studies are now a sort of ritual when it comes to Google Search Results. The debate on if or whether they are reliable still continues. Most experts suggest that correlation studies may backfire your SEO strategy in the long run.
Finding The Factors That Are Moving The Needle
Here are some of the most popular factor, rather myths of correlation that may interest you.
- Correlation Doesn’t Help In Identifying which direction the connection runs.
- Correlation may not imply caution.
- Correlation doesn’t help in determining how successful our page is.
On the bright side, Cora is one such element that can help detect external factors. It further calculates correlation also data based on 500 potential ranking factors.
Summing up this factor, correlational data can help you build your SEO rank.
Google Algorithm Update Proof Your Site
Google Algorithms are a sort of complex system that is utilized to retrieve data. This data is retrieved from the search index and is then delivered to several noteworthy results for queries. Search Engine makes use of a myriad of algorithms and ranking signals for collectively delivering webpages ranked by relevance on the SERPs.
A few of the automatic updates rolled out by the search engine are known to affect SERPs. These include-
- Page Layout Lagoruthm
- Intrusive Interstitals Update
Google Algorithm update proofing your site is essential as it can help your website stay updated and on point. Furthermore, different upgrades can substantially help you mitigate different complexities.
You will come across consistent google algorithm updates. Google thus helps you recognize if your site needs any fixing. Further, if it does, the updates can come handy.
Coming to the very last subtopic of our module two, keyword research is the deliberate process of identifying words. These words are incorporated in different blogs and articles by companies.
These keywords are entirely based on search engine ranking. The more people search a certain keyword, the more its bid value. Keyword Research is an extremely necessary process that affects every other SEO task you deal with.
From Email outreach, on-page SEO, content topics, every SEO task is based on these keywords.
Benefits of keywords for SEO
- Helps build your SEO rank
The first and foremost benefit of Keywords is that it can help you build your SEO rank. Adhering to the popular keywords is directly incorporating user’s needs into your content. This can thus help benefit you.
- Helps you reach optimal efficiency
Further, you can consistently deliver an effective and efficient performance by utilizing keywords. This is because keywords can help bring recognition to your site.
- Build customer-user relationship
Furthermore, your content is discovered via your keywords. Thus, incorporating essential keywords into your SEO tasks can instantly lure your target audience.
Advanced Keyword Research Concepts
Advanced Keyword Research is based on a wide range of concepts. The very first element of finding advanced keywords is analyzing your topic.
Every topic may require relatively different keywords. For example, some of the topics might fall under blogging, content marketing, email marketing, social media, PPC, and much more.
Thus, you should start your advanced keyword research by understanding your topic. Then, you can make use of other essentials. For instance, AdWords offers search engine filter options. These filter options can help you distinguish the type of keywords you want based on your conditions.
You can distinguish different elements based on the bid range, type of keyword, targeted audience, and so on. You can also research your competitor sites to analyze their keyword usage strategy.
Lost or missing keywords are often quite hard to find. In this circumstance, you usually try discovering which keywords may drive traffic and what the overall result is. It can be from anything between conversions, any KPI, or even new traffic from keywords.
You can also potentially lose traffic due to this. To recover the lost keywords, you can make use of Google Analytics and Google Search Console.
Steps to recover Lost Keywords
- Open Google Analytics. Go to the acquisition, overview, and then organic search. Simultaneously, choose the landing page located at the center of your screen. Choose the conversion item from the drop-down menu. You can then find the conversions you are looking for.
- Then choose the respective secondary dimension to the acquisition, then source.
- You will now see Google next to the respective pages. You can now filter accordingly.
- Choose the date ranges and set them accordingly.
- Now, go to Google Search Console and open pages through the performance tab.
- Choose the comparison of dates or date range accordingly.
- Now, identify the page that shows increased conversions on Google Analytics and then find Google Search Console.
- Next, click on the queries tab through the respective page.
- You will now see a list of keywords and their dates of ranking.
Keyword Cannibalization is defined as the ranking of your articles and blogs on Google’s search query column. Utilizing google may only showcase about 1 or 2 results from that individual domain. However, I’d you’re a top authority domain, you may get 3.
Bottom Line, Keyword Cannibalization can help you tremendously improve your SEO rank, along with simultaneously increasing your organic traffic.
On-page Search engine optimization is undeniably bound to encountering peak popularity in the near future. With the rapid expansion of technology, on-page SEO is an ideal way of boosting your website’s performance.
Whether you make use of keywords, CTAs, or other elements, utilizing different factors can benefit your website entirely.
That being said, you must ensure utilizing only the most relevant factors for your website. You can, this way, drive traffic and convert them to potential long-term leads.
The Search Engine Results Page or SERP is extremely important when understanding the website and its background. Taking the SERP into consideration helps you build a strategy that gets your website to rank up in lesser time than usual.
Poking is the act of testing factors quickly to check the difficulty of the SERP. If it is easier for the website to rank faster for a certain keyword, the SERP is soft. This means it is easily penetrable and hence, improves rank faster. Here are the two ways in which you can determine the nature of the SERP.
The video poking method uses a YouTube video to test the softness or squishiness of the keyword. For this method, you have to simply schedule a live event on YouTube. Ensure that you are scheduling the event and not going live.
Once you do this, test keyword in the title, description, and the tag and wait for 20-30 minutes. After this, you can search for the keyword on the search engine. If the scheduled video shows up anywhere till page 5, it means that you have found yourself a soft SERP. You can use this keyword to rank up your website faster.
Long Tail Poking
Long-tail poking includes the use of silo posts or long-tail phrases to check if certain keywords are working for you. These SERPs are also easier to penetrate. Since silo posts are not as optimized as target pages, they are relatively cheaper to launch for testing. You can use the keywords and launch a silo with results as early as one week.
To check for results, feed the post URL to the Google Search Console. If you see a gradual increase in the post’s ranking, then you have found a working keyword for you. The post should rank somewhere on page 5 or above for the SERP to be termed as soft. If the post is at nine or below in pages, you will have to change the keyword. Long-tail poking is also great for when you want to show tried and tested results to clients for keywords you wish to run on your target pages.
An important thing to note for both these methods is that poking is generally considered as spam. Since you are only using poking to test out pages and keywords, you are essentially spamming the search engine. Spam responsibly and don’t overdo the poking, and you can easily fly under Google’s radar without serious action.
Owning Page One
As a rule, search engines mostly feature only one result of a website on the first page. This rule is not broken unless the search is extremely specific, and even then, it is pretty rare. However, there are other ways through which you can dominate the first page in your industry and under certain search queries. Here are a few of these ways to get you started.
The easiest approach to owning the first page of a search query is for your brand. To check this, you can put in your brand name in the search query and see if you dominate the first page. Since the search is directly related to you, it should be easy for you to own this.
(Source: Google Search)
Some obvious checks are to see if you have a knowledge panel for your brand and website. Also, make sure that you check the first domain link that comes up for the query and ensures that it is yours. If either of these is amiss, then you may need to work on optimization and get them in their place. Check for backlinks or reviews from third party sites that turn up on this page. You may want to ensure that your brand has a good and clean presence on all of them.
AdWords For SERP Real Estate
Booking the first ad spot is one of how you can protect your brand. This practice helps you reduce the chances of a competitor brand showing up in the first spot of the query when someone is looking for your brand. AdWords are a cost-effective way to take up as much real estate on a SERP first page as possible.
This practice is even efficient for keywords that you are already dominating or have first-page ranking in. Making use of AdWords on such pages allows you to take up a competitor spot. If not, it can simply increase the chances of conversion.
Third-party sites, especially the old SERPs, can help you increase traffic. Ranking web 2.0s in your niche or for a specific keyword can help you get to the first page. You can even displace the spot for another website on these places easily.
(Source: Google Search)
While this practice is not as useful as the others, it has shown steady growth for some websites ranking. Making use of parasites, which are third-party websites that are ranking for keywords in your niche, is also helpful. You can ensure your place into these websites, it can help in owning page one. This is especially beneficial if you cannot beat these websites.
Using the google features route is a tough way to fight for your spot on page one but is the most beneficial. Google features certain snippets for various keywords. These snippets are generally chosen from the top 5 listings for that SERP, and each of them has their requirement.
(Source: Google Search)
You can always look at the tags for the current snippet if you are hoping for that place and see the way their information is listed. This gives you insight into their backend and helps you optimize accordingly. For certain search terms, you will also see available carousels, though they are even more difficult to get than the snippet.
Getting multiple domains for a single website can mean that you might end up owning a large percentage of the first page. However, this approach takes a lot of effort. Even then, Google’s not more than two listings from one website feature may block your efforts.
However, multiple domains can rank for the same keyword. This increases the likeability of not only first-page dominance but also a spike in the CTR.
Here is some additional information on important aspects of on-page SEO. This information is more industry-specific but very useful to gain optimal knowledge of SEO practices.
Basic Silo For Ecommerce
Silo for e-commerce is not the same as for other websites, which are less tricky. Since e-commerce products tend to have pages filled with products more than anything, you need to find a way to optimize these.
One such way is to ensure that you include similar items tab on your pages. Each time someone opens an item, this gives them a range in something they are interested in and improves the conversion rate.
At the same time, it includes a sort of internal backlinking linking and navigational process for the entire website. Also, ensure that the related products are static, and the carousel doesn’t change products every time you hit refresh.
Setting Up SEO Tests
By now, you must’ve realized the importance of testing and working through trial and error when it comes to on-page SEO. You must keep updating websites through different methods that may work better than your previous approach. Sometimes, you might have to test out the Google algorithm to see if it takes to an SEO tactic better than another.
Testing not once, but repeatedly can solidify methods that you can then present to clients or use on your website. Ensure that when you test, you try limiting it to one thing to get better results on its working.
Furthermore, the testing should be repeatable so that it’s useful for future purposes. You can also entirely dominate a certain page through testing keywords that Google doesn’t have any results like the example below.
(Source: Google Search)
Sometimes, testing methods can get the page or website in trouble. So, you need to ensure that you’re using something that you don’t mind tinkering with and possibly burning down. Lastly, you don’t need a fresh domain each time you test something but ensure that you aren’t using too many variables that can interfere with testing.
On-page search engine optimization has a unique purpose in today’s’ rapidly growing digital background. It’s important that your website not only stands out but also appears to have all the right data that reaches the target audience. However, when you are working as an SEO professional, putting in time and money for a project needs outcome.
The outcome is something tangible and measurable, whether that’s through KPIs and Reports or CRO. Having a good return on investment and learning how to check for it is as much a part of SEO as actually practicing the optimization.
Hence, you must understand the use of the best SEO practices. At the same time, you should also identify the changes and growth that it reaps for your website.
Having a comprehensive content marketing strategy is easier said than done. When people think of achieving their marketing goals, it’s always about putting fresh content out there. However, this type of approach might not be the most calculated decision on your part.
Jumping into content creation without proper thinking will only do more harm than good. Sometimes repurposing or updated old content can do wonders for your content marketing strategy. Consider conducting regular content audits so that your business can identify relevant and trendy topics that you should be talking about.
What is a Content Audit?
A content audit is a systematic process of analyzing and grouping the content on a website. The main objective of doing a content audit is to figure out the strengths and flaws of your existing content strategy and how you can make changes. The changes will be in line with your new content marketing goals and will outline the content plan that you should go ahead with.
What is the Website Quality Audit?
Website quality audit is very important when you’re looking to make your site more efficient. Search engines only send web traffic to “high quality” websites. The website’s quality score plays a huge role according to Google’s Algorithm. Now, this quality score determines whether your website will index, rank, and crawl less or more over time.
The organic quality score that Google assigns is what SEOs need to optimize for. Therefore you need your website to be ranking a high-quality score according to Google’s Algorithm. It has all the tools and metrics by which it will judge your site’s performance and give you ranking.
How to know if your website is “high quality”
There is a way to make your website score a higher quality score. Let’s see some things that make your website “high-quality” according to the search engines.
A proper structured and coded website per Google Webmaster guidelines.
A site that guarantees relevant search intent and content depth with informative and high-quality content.
A site that is ‘popular’ or gets mentioned across the internet a lot.
This is a very easy way to describe how the search engine would see your content. The reality is that Google’s Algorithm uses certain metrics to assess ranking and give you a quality score. The aforementioned things are just simple things that make a website seem ‘high-quality’.
Set up the content audit file
This is the first step that you need to set up a base for all the analyses that you will do in the content audit file. Just follow a simple template or include the following headings in the sheets:
- Final URL
- Next Step
- Pillar (Hub)
- Cluster (Spoke)
- Last Modified Date
- Word Count
- “Best” Keyword
- Bounce Rate
- Average Top
- $ Conversion Rate
- Goal Conversion Rate
- % Change
- Losing Traffic? Links
- SERP CTR
After you make an excel document with these headers, go ahead and copy stuff from the website quality audit and paste it into this document.
This section of content marketing is popularly known as ‘hub and spoke’ or topic clusters system. In this section, we are going to model our website content in such a way that it is structured. Topic modeling comprises content organization.
In this particular type of content organization, we are going to use a single page (also referred to as the ‘pillar’). This ‘pillar’ will act as a hub for the rest of the posts (commonly referred to as ‘clusters’). These ‘clusters’ will be internally linked to ‘pillar’.
Topic Clustering is very beneficial if you see in terms of SEO. If you have organized your content in a particular way then you’re in a position to rank for more competitive keywords. These ‘pillar’ pages are supported by ‘clusters’ internally and will depict a lot of knowledge in the competitive subject.
The internal linking allows for a seamless relationship between different pages on your website. These ‘pillar’ pages will serve as a path to drive traffic to the different pages or ‘clusters’ that elaborate on the complex topics. Topic clustering will improve your user experience drastically and develop user journeys for the better. Search engines will understand the content depth and relationship of the website much better when you have topics modeled in an organized way.
You must be wondering what the business advantage of content organization is. Well, to put it in simple terms topic clusters enable content creation and strategy. This way you are focused on the core topics that mean the most to your business. You will be better equipped to execute a targeted content marketing campaign. Topic clustering will also help you efficiently manage your resources.
The Topic Cluster Model
Let’s see how the pillar and cluster model works for making your website rank higher in search engine results!
Pillar (Hub) Pages
Pillar pages are going to extensive pages that have in-depth topics that are central to your business activities. If you’re confused about what things to include in the pillar pages, then you can include key products/services of your business.
Ideally, you should be including things that are relevant to the target audience and the industry which you are catering to. These are things that will drive traffic to your website and will positively impact the business. The pillar pages will keep all the things that you should be talking about.
Clusters (Spoke) Pages
Cluster pages are topics which are stemming out of the pillar pages. These pages have topics that explore the things that are mentioned in the pillar pages. Pillar pages have one big topic and the cluster pages have topics that will support the big topic.
Clusters are in-depth topics that will boost audience engagement and also drive traffic from all possible avenues. If you have any supporting data on your pillar page that needs more information, then you can create a cluster page for it. Cluster pages are there to support the pillar page data and also elongate search time. With clusters, you are giving the necessary depth to the main topic which is on the pillar page.
How to come up with Hub and Spoke page ideas?
Now that you know the function of the pillar (Hub) and cluster (spoke) pages, the next step is coming up with content ideas.
Content ideation is very important. You need to have topics that revolve around the core business operations and services that your company is focused on. Coming up with ideas is probably one of the most difficult things. You must have good ideas that will be central to your content marketing strategy.
When you are coming up ideas for your business, consider asking these important questions:
Does this trace back to the original product/service/industry that my business is catering to?
The content that you are putting out needs to be aligned with your core business activities. The reason why we are repeating is that you have to stay relevant to your industry.
If you talk about a lot of topics that don’t affect your business, then you are wasting time and resources. You will use up a lot of resources to deliver content, so why waste them in irrelevant topics?
Always see if you can link the topics to your services and products. This way you’ll always stay relevant to the industry and attract the right audience. Focus on attracting quality traffic which will make an impact on the business. Content marketing is ideal for lead generation which will turn into a sales conversion. So, choose topics wisely.
Is this something that you can talk about?
Now, this is an extremely important question that you need to consider when you’re looking at ideas for content. While it’s easy to just do basic google research and write about practically anything, it’s not always right.
A good example of this is medical information. Whether it is diet tips or nutrition guidance, the information that you deliver needs to be properly researched and true. You cannot just cite a couple of references from other sites to support your claims. This is an important aspect that is overlooked by marketers. So, stick to the things that your company knows about.
An important algorithm update of 2018 changed the way marketers design content strategy. To generate traffic and engagement, marketers urged businesses to dip toes in a broad range of topics. These topics weren’t necessarily linking back to the business, they were solely to boost customer engagement and traffic.
However, this is a really bad approach. You are essentially deceiving the people with information because you don’t have the necessary knowledge. This can affect your business very badly. The algorithm update of 2018 rectified this to a great extent. Now, the search engine will only trust your content if you have content depth and popularity. If you want to achieve content depth then pillar and cluster model is the best! Popularity is based on the number of shares and engagement on that content.
You shouldn’t be talking about things that you don’t have expertise in. Especially when you’re wanting the audience to perceive your business as authentic and genuine, then stick to relevant topics that your industry has.
Example of Pillar and Cluster Pages
Let’s take an example of a digital agency for whom we are doing a content audit. The first step when we are analyzing the content topics for the digital agency is to write down the core services. So if you can see the core services or business operations of a digital agency are social media, the price per click, SEO, design, and development.
Now that we have identified the core of the digital agency, we can come up with pillar topics that are easy to link back. If we take ‘technical SEO’ as a pillar topic then we can have several clusters like tools for technical SEO, canonical tags, robot.txt, etc. So basically you need to identify topics within the industry which can relate to the services.
The images below show an example of how you can design content for an e-commerce store.
(Source: Google Images)
Call To Action Phrases
Deep Dive into URL Actions
URL actions is a directive that will include all the things that must be included in that page. This is along the lines of Website Quality Audit but with different classifications.
Let’s delve a little deeper into the classifications of URL actions.
This classification is for pages that have been posted less than six months ago. You leave such pages as it is. This is because it still hasn’t quite taken off but might be still relevant for attracting traffic. You don’t want to get rid of a page that was recently published.
If you have posts and URLs that are older than six months and generate good traffic then leave these pages as is. The visits per year should be greater than 100, which means that the post is relevant and up to date.
The relevancy of the process is to get rid of pages that are underperforming and not up to the mark. You have to get rid of pages that are not working to attract any sort of engagement or web traffic. Only get rid of pages that are dragging the website down.
Now let’s look at a category of irrelevant posts, which generate no traffic, and have no trace back to the pillars. Such pages must be redirected because they don’t add any value to the website. These pages are just bogging down and negatively affecting the performance of your website.
Many content audits will suggest you take down your URL by a 404 page. However, we suggest that you do a 301 redirect if the page has keywords and existing links. Even Google support mentions that 301 redirects are the right way to rename or delete URLs.
(Source: Google Images)
By choosing to redirect, you can provide an additional field where the updated information is available. So, you’re essentially not losing the traffic like in a 404 page but just redirecting it.
If you have a group of pages that serve no value to search engines but have value to website visitors, then the best option is to block that section from being crawled. You need to manually move such pages into the archive section of the website so that they are not crawled by the search engines.
Let’s take an example of a news publishing company like BBC.com. BBC.com will have content on their website which will date back to the early days of the internet. This old content is relevant but is not generating enough traffic or engagement, therefore affecting the performance of the website. Deleting such content is not a smart choice. So what do you do?
Then you group such pages by an URL structure (i.e. /archives/). Shift the content to new physical folders and voila, your content is practically invisible to search engines. This works well on large, publishing sites that have a lot of old content. This classification of URL action is not for a new e-commerce site or local businesses.
It’s best to zip it all into an archive section and block it from search engines. If a person wants to access these old files, then it’s possible from the archive folder in the navigation or footer section of the website, but not through a search engine.
When the post is losing traffic and also the keyword rankings are sliding (5 – 30) but it has a high potential to rank we want to refresh the content. This means making small updates like page title, meta description, meta title, headings, internal links, and media.
If the page is mapping to pillar pages, the content is deep enough, targeted properly then refreshing the URL is the best option. You are not losing the essence of the website, just making significant changes that will make sure to get the traffic and engagement levels back!
Some changes you can look into are making the title more clickbaity, rectifying the title tags, making the keywords more prominent, and updating the right media for the content. These changes will make all the difference instead of rewriting the whole thing.
If the post is losing traffic and keyword rankings are sliding (5 – 30), has high potential to rank with the current topic but is not deep enough, outdated, and needs improvement. Then in such a scenario, we want to rewrite the content.
For example, if you have a page on your website that has the top 10 mobile phones in 2019. The audience in 2020 is not going to be searching for top mobile phones from 2019. You want to give information that is updated with the current changes in the industry and also the search patterns of the target audience.
As a business owner, you will want your website to have the updates and relevant content. So, if your website has outdated content that is not relevant anymore, you will lose out on a potential audience. Rewriting content gives you a better chance of grabbing more traffic and also delivering quality content.
When multiple posts are covering the same topic, we will want to “merge” them into 1 page that’s the authority on that topic. This will reduce the content redundancy and also avoid any repetitions across the website.
Merging content will make it easier for visitors to glance at the content in one place rather than opening several web pages on the same topic. Now, the question that comes to mind is how to merge content?
An easy to way handle the merging of pages is to 301 redirect it, we can classify them differently for understanding. So, you’re pushing all the content into a single pillar page and cleaning up the remaining pages. This will keep your website clean and also widen the scope for making the content deeper than it is right now.
Target with Links
Many times the content is updated, relevant, and new but just doesn’t attract rank in search engines. This can happen if the page has broken links or no inbound links. If the content of the website is great, but the page is failing to rank, then you can target the page with links. You start targeted links to this page through a successful link building campaign.
How to Build a Content Report
After you’ve gone through each of these steps to painfully analyze and come up with solutions, you need to show your working to the client. You should be able to display the content report in such a way that it is easy to read for a common man.
When it comes to the building stage of an SEO campaign, it’s crucial to show the client what you are working on. These are drastic changes that you will be making for the betterment of the site, so there needs to be complete transparency to the client you are catering to.
The complex spreadsheets and the huge lists will not make sense to a normal person. You cannot send these spreadsheets through and expect them to understand it. If you don’t want to babysit the client, guiding them through each detail, then creating a content report is the best option.
Here are some suggestions that will go into making our content report or content deck.
- A brief overview or index so that the client knows what is in the deck.
- What did you do? This section should explain the things you did in layman’s terms.
- What did we learn? In this section, you should explain the hub and spoke model that you’re using. And then give them an overlook into which are the pillar topics that you have identified for the client’s website. These points let the client know that you have a strategy in place.
- Analyzing the results. In this section, you can include in brief about the URL actions and what decisions you are suggesting. This will serve as a guideline for the client to understand your decision pattern.
- What did we find? In this, you can give like a summary of the pages that you feel need a rewrite, merge, or archive. You can just include the number of pages that you found were fitting the category of the URL actions. You can even include the link for the full content audit.
- What is next for content? In this, we will enlist the next steps that the client has to undertake to make the suggested changes. And also you should be willing to provide some detailed information over call or conference. The follow-up call is important because the client can get overwhelmed with the amount of information that you gave it. Additionally, you should also mention what is the next task at hand for you and the date of completion for the same.
Next steps after a Content audit
A content audit is not a one-time done deal. The results of the Content audit are actionable. You should be willing to make all the changes that we suggested in the URL actions part. Whether it is advancing your content marketing strategy. The suggestions that are mentioned need to be pushed out into production so that they can take effect.
The suggestions need to be taken into action and implemented as soon as possible. The rewrites and merging of content are quick SEO tricks that will save you time.
After you’re finished with the content audit and the proper reporting for it, you should send it across to your client. Write a concise email that has links to the deck and content audit file. Enlist the next steps that you will be targeting to complete. Also, include any important deadlines that you are working for.
To Sum Up
Content auditing doesn’t have to be so difficult. It might be a time-consuming process, but if done right can do wonders for your content marketing strategy. Make sure you take care of the above steps so that you can have a hassle-free time doing a content audit!
Lead generation is not a new concept, and you may already know that it is essential for measuring the success of a business. Generating customers who can turn into prospects is a way of making money for your organization. What are the right strategies to attract those leads?
First, let us know what a lead is? Leads are customers who have shown a desire in your service or product. There are many different ways through which leads can come. Here we will focus on one of those leads generation channels.
With the emergence of social media channels, it has become easier for companies to carry on their marketing strategies that help in generating leads. One such social media channel is Facebook, where you can run many different strategies to generate new leads for your business.
How Do You Attract Leads through Facebook Advertising Strategies?
If your company is looking to generate leads, then there are chances that you have received high quotations for getting qualified leads. Did you know that Facebook Ads is a very successful way of lead generation with minimal cost?
(Source : Google Images)
The main aim of Facebook Ads is to ensure that people who come to your website spend a minimum amount of time there. You will need attractive strategies to grab their attention and make sure that they convert to potential customers.
Did you know that only 1% of the people who come to your website do convert? The rest 99% either do not view your ads or don’t like it, leaving your website for another. Hence, it is quite clear that attracting leads is not an easy feat and needs careful consideration and planning.
Even if your organization has no budget, you can simply start with strategies for remarketing ads on your website. You need not invest immediately on any aggressive strategies and can easily save them for a later stage.
In this module, we will learn about the different Facebook Ads strategies that you can adopt for your organization. Understanding these strategies is the most important step in building a well-thought marketing plan for lead generation.
Understanding the Advertising Funnel Model
You may have heard about the Advertising Funnel Model that is used by companies as an essential marketing strategy. But if this is your first time hearing about it, then let’s first understand what the marketing funnel is all about.
The marketing funnel has typically three layers. The top-most layer is attention, the second layer is Discover, and the last layer is Consider. So let’s study in detail about the three layers of the marketing funnel.
The first thing to learn when you are using the marketing funnel for forming strategies is that it works well on warm audiences. Warm audiences are the ones who have an idea about your website and have visited it. They are either engaged with your website or have knowledge about the same.
In case you do not have warm audiences, you need to start turning cold audiences into warm ones. Without a group of warm audience, you will not be able to successfully use the marketing funnel to remarket ads.
The top-most layer of the marketing funnel, which is attention, is used to provide education to your audience about the existence of your agency. The audience is drawn towards your agency through the use of commercial videos.
In this stage, you should not try to convert the leads, but instead, give them information about your agency. Form videos that provide knowledge about your staff, teams, process, and even testimonials from your clients.
Always remember that trying to convert the audience into leads in this stage will not be successful most of the time. This is because the majority of the audience in this stage is just getting to know about your agency. They may have visited your website for the first time. These audiences will need time to trust your agency so that they can convert into potential customers.
Once you have successfully garnered the interest of the audience, you can move on to the second layer of the funnel, which is discover. In this layer, you take the help of strategies that will push the audience to become potential customers.
Here you use macro as well as micro-conversion techniques on the audience. Macro conversions are those which will ultimately result in a purchase. These are strategies that your agency would adopt to ensure that the audience comes to your website and ends up buying your product or service.
On the other hand, micro conversions are small steps that you will have to take to reach the macro conversions. You slowly lead the audience towards their purchase decisions with the help of successful micro conversions. Micro conversions can include webinars, newsletters, emails, etc.
The last and final stage of the marketing funnel is consider. Audiences who are in this stage already know a great deal about your agency and what you offer. They have a basic level of trust in you. You can plunge into hardcore marketing strategies to make sure that the customers make the purchasing decision.
Once you reach this stage, there is no turning back. You need to create a positive buying experience for the buyer so that they come back to your website again and again.
Using Facebook Ads Funnel for Lead Generation
The marketing funnel, or in this case, the Facebook Ads funnel is used to target different users with the help of different ads at each stage of the funnel. One thing to keep in mind is that the audience will not be interested in your agency with just one advertisement.
To gain trust in your agency, you need to keep exposing them to different sides of your services and your agency. You need to increase their temptation so that they make the final buying decision.
When on Facebook, a person’s main objective is to connect with their friends and family and not to buy your product. So when your advertisement comes in between their scrolling process, it is an interruption for them.
So you need to create a strong advertisement strategy which will be able to grab their attention and, in turn, tempt them to visit your website. Here you will have to follow the three steps of the funnel slowly before you push for that conversion.
What is Value Mapping?
Value Mapping is an essential part of understanding and forming strong customer relations. A very simple exercise, value mapping will help you understand the problems that are faced by the customers and provide solutions for the same.
As an agency, you need to ensure that you can determine the pain points of your audience. Based on the size of your agency, you will be exposed to different kinds of personas. Each of these personas will have different types of problems, and the intensity for each of these issues will also be different.
Understand Your Agency
The first step to a successful value mapping is to understand the capability of your agency. Before you try to determine your customer’s pain points and provide them with solutions, you need to ensure that you have the means to do so.
Without determining whether you are capable of providing the right solutions, you can create dissatisfaction within the minds of customers. Once the customers share their issues with you, all that matters to them is a solution. They will not understand your capabilities or limitations.
Hence, you need to make sure that you have a trained team that is capable of handling different kinds of problems handed over to them by the customer. For example, if a customer complains of having a lack of staff in their organization, then your agency must be capable of providing in-house staff for their work.
Once you understand your capabilities, you can now reach out to your customers. Keep track of the different issues faced by the audience. Analyze the problem they are facing and reflect on them to find the best possible solution.
Understand the factors that are causing this issue. Determining the limitations of these factors will help you to come up with a strong solution.
For each problem that the audience mentions, you will have to come up with a good solution. You need to ensure that the solution you provide is effective and is in favor of the audience.
Let’s say an audience complains about the lack of knowledge in their team about a certain topic. As an agency, you will have to come up with a solution that will aim towards increasing the knowledge level of the team. You will have to start training sessions and provide them with information about the topic that they lack knowledge in.
Therefore, the exercise of value mapping needs proper strategies that will help the audience. Slowly you will be able to build a strong relationship with the audience. You will also have to maintain your level of performance and find ways through which you can increase your capabilities.
With time, as your agencies grow, you will be faced with many complex situations that will require you to grow your knowledge base. Monitor your team and establish newer strategies that would be helpful for you in value mapping.
Cold Audience Campaigns with Facebook Ads
Facebook advertising is a very powerful advertising tool if you know how to use it to your benefit. As we have already learned, forming a marketing strategy with the help of the advertising funnel will do wonders for your agency. Here we will learn how to use the advertising funnel to target the cold audiences through Facebook ads.
There are three levels of audiences, namely – cold, warm, and hot. The people who are your customers or buyers are the hot audience. You need to establish campaign strategies targeting each of these audience temperatures. But the one that you need to start from is the cold audiences.
What we have already learned is how to generate leads by remarketing ads. Though it is a very cost-effective process, you should not overlook the new audiences in this scenario. Cold audiences are those people who are still unaware of your agency and have no idea about your existence. To gain their attention is a challenge that needs proper strategy formation.
Find New Audiences with Facebook Ads
Facebook ads consist of content that needs to be attractive and attention-grabbing. You need to remember that cold audiences have no idea who you are or what services you provide. This is the first time that may have seen your advertisement while scrolling through their feed.
(Source : Google Images)
Moreover, they may be watching hundreds of such advertisements throughout the day. So why would they stop to view yours? You need to ensure that your video ad is unique and engaging so that they either view at least 25% of it or the whole ad.
You need to be very creative in building your content and target the audience based on which layer they are of the marketing funnel. To bring new customers to the top-most layer of the funnel, you need to turn the cold audience into a warm audience.
Creating a Target Audience
Before you launch your Facebook ad, you need to establish a target audience and plan the content accordingly. Your target audience can be selected based on demographic, psychographic, need-based, job titles, or behavioral factors.
If you are creating Facebook ads for your agency, then you can keep the target audience open. However, for a specific campaign, you need to create content that is favorable to your selected target audience. The topic on which the Facebook ads are created should be for that particular audience and not for everyone.
For example, your agency is starting a campaign to target fitness enthusiasts. Hence your target audience will consist of both male and female audiences between the age group of, let’s say, 18 to 40 years old.
You already know that this group of audience will be more inclined towards content that focuses on sustainable and nutritious food options. Blogs or videos that state the different ways to lead a healthy lifestyle will also be preferred by them.
Now that you have your target audience, you need to focus on forming content that would immediately get their attention.
Content Creation for Target Audience
This is a very crucial part of your Facebook Ads leads generation strategy. Since your target audience has no information about your agency, the first thing that you need to know is to make them aware of the same. So, the content that you create for your cold audience will be to inform or educate them about your agency.
The advertisement should be informative, entertaining, educational, or even argumentative. Though you can write blog content, the more appealing advertisement would be video content. You can put in lively visuals, and they are also better at wooing your audience.
The target customers may not take out time to read your blog, but they can surely devote three to four minutes of their time watching your video. The video ad should be focused on one topic that would seek the interest of the target audience.
For Facebook Ads, you need to maintain short and crisp content. When you are putting up content on YouTube, then you can go for bigger videos. However, for social media sites such as Facebook, Instagram, and LinkedIn, you can upload short three to four-minute promotional videos.
Remember that these adverts are only used as a promotional strategy. Once the audience shows an interest in your service, they will automatically watch your more in-depth videos or blogs.
The content that you create need not always be focused on the service that your agency provides. You can keep it more industry or audience-oriented.
Create Your Niche
Any content you create should be based on the preferences of the audience. Do not go all over the place and create a niche for yourself. You will be able to create a huge impact on the audience only if you know what your audience is searching for.
For example, if your niche is health-related topics, then you need to stay on that track and cover topics from the health industry. The content should be original and of high quality. Do not just cram in information into your video advertisements.
You can create long content and break them up into shorter videos to use as Facebook ads. Create eye-catching captions that will force the audience to look through your advertisement. You need to give advice or offer something to the audience from which they can benefit.
Creating a niche does not mean that you cannot divert to other topics. But remember not to confuse the audience with the services that you provide. You need to remain focused on the kinds of solutions that you wish to provide to your target audience. Moreover, the advertisement content will differ from one target audience to another.
Content Creation Process for Top Funnel
To ensure that you offer only the best content to your audience, you need to follow a proper process. No matter who your target audience is and what content you are building, following this process, all the time would help you in maintaining a disciple when it comes to content creation.
1. Form Ideas
You need to list out certain ideas that you could work upon. Do not just focus on one topic when you are planning to launch Facebook ads organically. Build two or more content ideas so that you can know which works better with the audience.
2. Build Your Content
Once you have listed down your ideas, the next process now is to film or build that content. If you are creating a video, then make sure that you have your set ready. Try to create videos with a representative so that the audience could connect to a person. Just building videos with animations, pictures, or text will not do the trick. If you or any other member of the agency is good at communicating, then they should be the face of the agency.
3. Edit the Content
After you are done filming the content, you need to edit it according to your plan. You can add texts, animations, and pictures to make the video more engaging. If your content is a blog, podcast, etc. then you can edit them accordingly. In this stage, you need to proofread your content and get rid of all errors.
4. Publish the Content
The completed advertisement now needs to be published on social media sites. The best thing would be to publish three to four videos at once. You can monitor the views of the videos after a day or two. By checking the views and reactions to the content, you will be able to decipher which one is most liked by the audience.
5. Promote the Most Liked Content
The video or blog that has the most likes and views is the one that you need to promote. This does not mean that the other contents are not of use. You will need to promote all your contents one after another. But the right way is to access the likes and dislikes of the audience.
If your audience prefers one of your content ideas at the moment, then that is the one you should promote. Viewing that particular content will help you to generate leads for your agency. As more and more people view your advertisement on Facebook, they will gain knowledge about your agency.
Once you can grab the attention of your audience, you can use other content ideas to slowly take them to the second layer of the funnel. You need to keep hammering on the minds of the cold audience to gain their trust.
Keep following this process so that you can provide them with content that would be able to bring them to your website. As you focus more on your target audiences, you can turn them into consumers of your agencies’ services or products.
Facebook Ads Campaign Strategies for Top Funnel
Advertising Funnel plays a major role in forming Facebook Ads strategies. To capture the interest of the audience, you must pay equal attention to each of the layers of the funnel. But the most important layer is the top-most one.
If you can successfully retain your audiences in this stage, then it would be much easier to guide them through the second and the last layer. We have already covered the different layers of the marketing funnel and how they contribute to the overall lead generation process.
Here we will learn about the specific strategies that we need to adopt in each layer of the marketing funnel.
Optimizing the Top of the Marketing Funnel
The top of the funnel is used to reach a large section of your audience, both known and unknown. If you can hone an exceptional marketing strategy in this stage, then you have done most of the lead generation work here itself.
The way that people view your brand has changed, and so has the effectiveness of certain marketing strategies. These days you have to focus on hard data to attract the audience. And this hard data needs to be used at the top of the funnel for effective results.
To connect with the right kind of audience, you will have to create high-quality content that can target different buying personas. The main objective at this stage of the funnel is to target the largest possible audience.
You can do this only if you create content that aligns with their needs. Moreover, you need to make them understand that you, as an agency, are ready to attend to their needs. To optimize the marketing funnel, you need to lay a very strong foundation in the top layer itself.
You can use different kinds of content to create awareness among the audience. However, the most effective form of content is said to be video advertisements. It has been seen that people can connect more with your agency if they can visualize the services that you provide.
The content you create is this stage is not designed for conversions but for conversations about topics that the audience cares about. You have to measure the engagement level of the audience and monitor the kind of people that are attracted to the advertisements. You also need to see if the attracted people are aligning with the kind of personas that you have envisioned.
Evolving From Traditional Marketing Practices
The earlier tools used for the top of the funnel marketing campaigns were expensive. This is why most agencies focused directly on conversion than on creating awareness about their brand. While this method worked for some agencies, others were not able to get the desired result.
With the evolution in technology, there have been changes in traditional marketing practices as well. Today you can engage your audience and make them aware of your brand at half the cost. Even agencies that have a smaller budget can think about performing well at the top of the funnel.
The challenge today is not the budget but remaining up to date with the latest developments in the industry. Even content intelligence is changing every day, and the kind of content that worked yesterday may not derive the same results today.
The key to effectively get results from the top of the funnel is to know the audience. In the ever-evolving market, your audience is simply not interested in content that does not align with their needs.
Today we cannot push our services to the audience, but it goes the other way around. The only way we can get the audience interested in our agency is by developing content that they wish to consume. This is why the investment needs to be made on audience analysis and on any other marketing tool.
Tips to Create Effective Commercial Facebook Video Ads
When an audience watches your video for just 10 seconds, Facebook counts it as a view. It is a known fact that people will not view your complete video if they are not able to connect with it in the first few seconds. So you need your video to be short and crisp.
Attract Audience Early
Try to make videos that are not more than 90 seconds. Any Facebook Ad longer than this time frame would be monotonous and left midway by the audience. To make the videos more engaging, you can add visuals to it. Make sure that you pack information about your brand in the earlier part of the video. If this is your first time using this marketing strategy, then you can opt for smaller videos of 15 to 20 seconds.
Add Text to the Video
Facebook ads have an auto-play feature, which means the advertisement will automatically appear on the news feed of the audience and will start playing without having to expand the video. But the downside to this feature is that the audio will not be heard until the video is expanded.
The video starts playing on mute, so you need to ensure that you can deliver your message even without the audio. For this, you need to rely on texts as well as visuals instead of just sound.
It is a must that you add captions or subtitles to your video. This way, the audience can read the subtitles and understand your message even if they are not in a position to listen to the audio.
Use Applications to Edit the Video
(Source : Google Images)
The most important of a well-presented video ad is its editing. You cannot just compile information and show it to the audience. There needs to be a proper flow, and the editing needs to be professional.
You can change the face of a mediocre video by adding visual imagery, texts, music, and other things. Even if you do not have the budget to hire a professional editor, you can find many applications online.
They are very easy to use and will have options for different kinds of layers and effects. Use them appropriately so that the video is of professional quality.
Use an Attractive Thumbnail
Thumbnail is the picture that the audience will be able to see before they play your video. This may not seem as important, but that is completely wrong. Choosing the right thumbnail can create a huge difference. When you upload your video on Facebook, you will be given options to choose an image from the ad as your thumbnail.
You need to choose an image that you feel will drive the customers to open your video. Also, make sure that the video is formatted in 1:1 square format so that it is compatible with all devices.
Use Real-Life Visuals
Since you are targeting cold audiences, you will need to include content that will help the customers gain trust in you. Hence, use images or visuals that are connected to your agency. It can be something as simple as the logo of your agency.
If you have client testimonial footage, then do not forget to add them to your advertisements. The audience will trust the words of the customers more than they would trust yours. You can also include visuals of your office space, employees, any press coverage if available, etc.
Copywriting Tricks for Commercial Facebook Ads
To create a profitable Facebook Ad, you need to add all the necessary ingredients properly. In addition to proper editing and visualization, the main aspect of the video is its copywriting. Without the right copy, even attractive visuals will not be able to do the work.
Understand the Audience
No advertisement strategy will be successful if you are unable to determine the needs of your audience. Hence, this is the first step of any advertising campaign that you build. There must be hundreds of agencies that provide the same services that you do. But you need to specifically determine what the audience wants and offer the same.
Focus On Their Emotions
The need for the audience will emerge from certain pain points that they have. So when we say that an agency has to understand their audience, it only means that you have to find out their pain points.
The pain points will generally be something that they are unable to get from any other agency. Hence your goal would be to focus on the emotions of the audience and generate ideas that would touch those emotions.
Create Mobile-Optimized Captions
In earlier days, people had to focus on creating content that can be viewed on the desktop. However, with the emergence of mobile technology, people spend most of their time surfing social media on their mobile phones.
So you need to write captions or headlines that are suitable for the mobile view. Short captions are the hype these days so that people can understand the base message in just a few words.
Build Powerful Stories
When you are trying to create awareness about your brand, stories can be very compelling. You can inform the audience about the reason for starting the agency. You can also bring customer stories into light and how they have benefitted from them.
Be specific in your stories so that they sound real. Do not be vague about a client. Share their experiences in the first person, as if the client is taking the story. Or you need to specifically say “this is why I started the agency.”
Keep It Simple
Do not make your Ad copy complex. People do not have the time or interest to go through complex sentences or structures. Create a proper content flow and include short and simple but meaningful sentences.
Expose them to enough information that they are aware of what your agency does. Also, keep them wanting more so that they feel inclined to again view your ad if they see it again. Since you are not pushing for conversions in the top funnel, you will not have to include a call to action message in your Ad.
One thing you should never forget is to mention your USP. Do not just straightaway mention, “we do this best.” Make sure you hide your USP tactically in the message.
Generating Leads through Webinars
Webinar is a video presentation that is hosted by an agency to share knowledge about their work, services, and products. Webinars can be both live and pre-recorded. Though live webinars are much more engaging, if you want to use pre-recorded webinars, then they would have to be much more creative.
You can host a webinar for many different reasons, such as to present your products and services, to capture leads, or even show your expertise on a particular topic. No matter what your reason is for hosting a webinar, you need to be very aware of the kind of content that you are sharing with the audience.
The process of hosting a pre-recorded webinar is as follows:
- Create and film the webinar
- Edit the video
- Create your landing page
- Set up an email account specifically for the webinar
- Create mini ads to promote the webinar
- Test the success rate of the webinar
How to Build a Successful Webinar?
A good webinar would be able to inspire your audience and motivate them to gain trust in your agency. Webinars are good options to target the audience when they have good knowledge of your agency. This is why this marketing strategy is generally adopted in the second level of the funnel.
Select the Topic
Whether you want to go live or pre-record your webinar, the first thing that you have to decide is the topic. Remember that you cannot just build a webinar for any random topic. If your target is just to generate lead with the help of your webinar, then you might fail to do so.
On the other hand, if you consider the needs of the audience while building your webinar content, then you will go a long way. Avoid choosing generic content for your webinar. Instead, choose a topic that would appeal to the audience and very specifically showcases the services that you can offer for the same.
Though selecting a good content is the very first step of building a successful webinar, it is not the only one. There are many other aspects that need equal attention.
Plan a Proper Script
No matter how experienced you are in hosting a webinar, you need to have a proper script. If this is your first time, then not having a structured script will be a complete disaster for you. The script of the webinar would hold certain pointers, as mentioned below:
1. Context of the Webinar
The first thing that you will have to note down is the main context of the webinar. Here you write a one-liner about what information you will be imparting through your webinar.
2. The Topic
Next, you will specifically write down the topic of your webinar. Choose something of significance to your target audience.
This is just for your information regarding how you will prepare the setting for your webinar. Will you be sitting on a stool or a chair? Will there be a desk in front of you? Or will you be standing the whole time? You will also have to note down where your cameras will be positioned.
4. Title of the Webinar
This will be the headline of the webinar. Make it short and to the point. The headline should be able to define what you will be demonstrating in the webinar.
5. Target Engagement
The worst way to start a webinar is by introducing your agency. When the target audience views your webinar, they are more interested in the solution you are offering than they are in your agency.
Therefore, to engage your target audience, you will have to divulge directly into the problem that you will be providing a solution to. Make it interesting through stories as well as case studies.
You can also provide a summary of the solutions that you will elaborately discuss at the later stage of the webinar.
6. Webinar Agenda and Speaker Introduction
Once you have the attention of your target audience, give them a detailed explanation of what you will be covering in your webinar. You need to be engaging here as well so that the target audience gains interest in what you have to offer.
In this stage, you can also briefly introduce yourself or whoever the speaker is. Make sure you do not go into a full-fledged agency description as it can be boring for the audience.
7. Present the Solution
For the rest of the video, you need to properly provide solutions to the problems that you have mentioned before. Make sure that you are clear and easily understandable. Do not use complex sentences or vocabulary.
8. Offer Your Services
You need to be very tactical in your approach to providing your services. They must be valuable for the target audience and should also be unique in a way. Your service should align with the solution that you have provided.
The last portion of the webinar should be a call for action. Lead it in such a way that the audience is hooked on your service. Your webinar should be designed properly that the audience is compelled to click on the link that leads to your website.
Filming the Webinar
Once you have written the script, you need to film the webinar professionally. The best thing about a pre-recorded webinar is that you can edit the mistakes. Use a good microphone that has good sound quality.
Also, make sure that you show the face of the speaker for the majority of the webinar. The speaker should also have a very strong personality. You can use different screen capture tools for the webinar.
After you have filmed the video, edit it properly. The video should be visually appealing to the audience. Get rid of any fumbling like ‘umms’ and pauses that may have been done by the speaker.
Build a Strong Landing Page
A webinar is a great strategy for building audience and lead generation. However, before you hoist the webinar, you need to get your target audience. One of the best ways to do this is through a strong landing page.
Landing pages are stand-alone pages where the customer will land after they have clicked on your Facebook Ad. Once the customer clicks on your ad, they have automatically reached the second level of the marketing funnel. So you need a high-quality landing page to keep the audience hooked and push them to view your webinar.
Create a Good Headline
Most people will just read your headline to get an idea of what you are providing. They might not even read the rest of the content on the landing page. Hence, your headline should entice the audience to read the rest of the content on the landing page.
Body of the Page
You can focus more on video content here to describe what you will be offering through the webinar. Make sure that the video is very short, maybe a maximum of one minute. In this one minute, you need to define the problem and why they should watch your webinar.
Below the short video, you can put bullets points showing the topics that would be covered in your webinar. Even if the audience does not watch your video, they can get an idea of what you are offering from the bullet points.
Call to Action Link
The call to action link on your landing page is where the actual conversions occur. Make sure that the call to action button is the brightest one on the landing page. Be creative about what you write on the button. Write words like Save my Seat or Book my Spot and place it below the short video.
When the audience clicks on the call to action button, they should be diverted to the registration form. Do not make the form complex and ask for too many details. Remember that you are not making a sale. Just ask for your name, phone number, and email address.
Make sure that the registration form is compatible with all devices. You can also provide them with the provision to save the time and date of the webinar to a calendar.
Thank You Page
After the audience has entered their information and registered a seat for your webinar, they will be redirected to a thank you page. This thank you page is again as a short call to action page where you will provide a summary of what they will expect from the video.
Here also, you can add a short video where you thank them for booking a spot in your webinar. Do not make this a selling page as the audience may not find it appealing or may not watch your webinar at all. Your main goal at this stage is to ensure that the audience views your webinar.
Do not just let the audience be once they have registered for your webinar. Give them a reminder email where you provide the link to your webinar. Without this, the audience may not view your webinar at all.
(Source : Google Images)
At the end of your webinar, make sure that you have a review or consult button. This will help the audience reach you with their problems after watching your webinar. The whole point of this marketing strategy is to gain leads.
Hence this review or consult schedule should have a proper format. When they click on the scheduling button, redirect them to a form where they need to put their details as well as the problem that they are facing.
Ask necessary questions that will help you understand their issue and thereby provide them with a satisfactory solution. Give them the option to choose a time and date according to their comfort.
Creating Email Follow-Ups
Getting people to register for your webinar is not the final step. More than half of those audiences may forget to watch your webinar if they are not reminded of the same. Also, after they have finished watching your webinar, you need to push them to purchase your services.
How will you do this? The simplest way to remind people and generate leads is through an automated email sequence. The first half of the email sequence will ensure that the people who have registered for the webinar watch it.
(Source : https://www.activecampaign.com/)
The next half of the email sequence will target the customer and motivate them to become your customers. For this, you can use any email platform such as MailChimp or ActiveCampaign.
Pre-Webinar Email Sequence
This is the first sequence of emails that you will send the audience before they have watched your webinar. This sequence will mostly consist of three to five emails.
The first email that will be sent to the audience will be a reminder. This will be sent maybe one day after they have confirmed their registration.
The second email will also be a reminder email, which will be delivered a few days after.
You can construct the third email as a value proposition email for people who may have forgotten what your webinar offers. This email will contain bullet points about the problems that will be addressed in your webinar.
The fourth email will be to instate urgency among the audience. Write messages such as ‘few days left to view the webinar.’ People who need your webinar will be motivated to watch it through this urgency email.
The last email will be a final call to the audience. Even though you may not remove the webinar, you will have to create such an environment for the audience.
Post-Webinar Email Sequence
Though there is no proper order for this email sequence, the main aim is to conduct a follow-up as well as push for conversion. This can be set of five to ten emails consisting of different sales content.
However, you need to address the audience in such a way that they do not get irritated with your email. The emails could consist of case studies or stories about your customer’s experiences.
Some of the emails could contain an overview of the services that you offer, along with stories about your agency. However, you should start this email sequence by inviting the audience to join your social media channels or any community that you may have.
Also, send them an email about any future webinars you may host, which aligns with their current needs. You have to make sure you get at least half of the audience to seek consultation or purchase your services.
Form a proper structure for these email sequences. They should not look like a sales pitch but should be able to keep the interest of the audience awake. That is why you should schedule the emails at proper intervals. Getting daily emails can be a nuisance for the audience.
Setting Up Ads for the Webinar Funnel
After you are done building your webinar, creating your landing page, and the email sequence, you now need to create strong ads to divert traffic to your webinar. This is one of the most important sections of the webinar funnel. Without proper advertisements, people will not know about your webinar.
These ads will contain attractive pointers, which will reflect on the topic of your webinar. You should also mention whether the webinar is live or pre-recorded one. Many people try to pass on a recorded webinar as a live one to get people to attend them immediately. However, this breaks the trust of the audience even before it has formed.
Advertisements to send the target audience to your landing page needs to be short and eye-catching. You can include visuals or gifs along with including the pain points in the ads. Make sure that you write short sentences. Do not include too much text, and it is always better to use bullets.
Create a script for the advertisement, the same way you did for your webinar. Build good content and remember that this advertisement would only be for a few seconds. In such a short amount of time, you need to include content which will drive the audience to click on the landing page link.
Like for any other ad idea, you can use customer stories for Facebook Ads as well. Create at least two to three ads for your webinar traffic diversion. This way, you will be able to target more people than you would with just one.
Facebook Ads Campaign for Bottom Funnel
This is the last and final stage of the marketing funnel and is solely dedicated to conversions. The audiences at this level of the funnel are warm audiences who have proper knowledge about your agency and what you do.
They have also attended your webinars and may even have thought of booking consultations or purchasing your services. The ads strategies at this stage would surely be a call for action. You need to create video ads where you talk to the audience about purchasing your services.
The ads that you set up here will have a direct link to your service page. Keep the video engaging as well as entertaining. Make sure that the audience does not find the video to be a push sale. Form it in such a way that they become eager to use your service.
Facebook is a great platform to boost your business since you can easily get conversions, track them, and simultaneously spread brand awareness. A major part of your target market could be active on Facebook, which is why it is necessary to fully optimize the platform.
The next phase is all about Facebook advertising and creating leads for your agency. In the previous module, we went over strategies to help you create the best SEO campaign. Thus, you best believe that this module will help you generate effective Facebook ads and leads.
(Source : https://www.facebook.com/business/success/real-madrid)
The best example to get you started on understanding Facebook lead ads is how Real Madrid optimized their advertising campaign. While Real Madrid already has a large and loyal customer base, they still advertised themselves in countries with low engagement. Through a three-month-long campaign, they successfully generated over 2 million leads while decreasing their cost per lead massively.
The following module consists of ways to help you do the same. You can learn how to set up ads, change them, and conduct tests to create a steady stream of leads. While you may be an expert on using Facebook, the business manager version can be a bit tricky.
How to Set-up Facebook Business Manager?
As an agency, we hope that you already have a personal Facebook account. However, if not, then you can make one instantly. Once you have created a personal Facebook account, we can move onto the business aspect of it. Since you are a business, we have to set up ads through your personal account.
(Source : https://business.facebook.com)
Stay logged in and visit the webpage ‘business.facebook.com’ to create a Facebook Business Manager account. You will be asked for your name, business name, and business email address. Next, you will be asked to input your website URL and address, including country, region, street address, pin code, etc.
The box will also have two options that ask for the purpose of having a Business Manager account on Facebook. One states that you promote your own goods and services. While the other states that you provide services to other businesses. Select either one of which seems appropriate and simply submit.
Once you submit, the pop-up box mentions that you need to confirm your email to continue. All you have to do is confirm the necessary to receive full access to your new Facebook Business Manager account. Finally, on confirming, you will be redirected to the homepage of your Facebook Business Manager account!
How to Set-up Business Manager Assets?
Now that your Facebook Business Manager account has been created, you can log in to your dashboard that can be accessed on the website ‘business.facebook.com.’ The dashboard will show you an overview of various assets within it.
Since this is your business manager account, you will need it to be as personalized as possible. To do so, you can find ‘Business Settings’ anywhere on the screen. It could be either on the top left or top right of the screen, depending on the Facebook version you are currently using.
In these settings, you can decide on which assets will connect to which business manager. Surely, you can keep multiple business managers on the account. For now, this module will focus on the basic settings of the Facebook Business Managers to help you understand how to generate and run ads.
People and Accounts
(Source : Google Images)
Let us shift this focus onto two concerning aspects of Business Settings quickly. There are two tabs called ‘People’ and ‘Accounts.’ The accounts tab has two important subsections, ‘Pages’ and ‘Ad Accounts,’ that will play a major role in optimizing your business ads. As for the people tab, you can add members of your company that need access to the Facebook Business Manager Account.
In case you do not have members that you need to add, then make sure that you add at least one backup account. You can input any one of your personal email addresses for backup, for when an issue arises. For instance, this could include Facebook glitches or forgetting your login details.
Within the accessibility settings, you have complete control over how much access your members receive. You can assign them different pages and allow them to manage the page, create ads, view page performance, publish content, etc. Once that is done, your invite is sent to the member.
In most cases, a business must have created an independent Facebook page linked to a personal account. But that does not offer enough ownership unless connected to a Business Manager account.
There are three options to connect your Facebook Business Manager account to a business page. You can edit the settings for the page and allow people to be managers.
- Add a Page – You add a page when you want to connect an existing page that you own.
- Request Access to a Page – You can request to connect a page that is not under your ownership.
- Create a New Page – If you have not already created a page, you can do so while connecting it to your Facebook Business Manager account.
(Source : Google Images)
Moving on, let’s head to Ad Accounts. On most Facebook Business Manager Accounts, you have the same settings as that of ‘Pages.’ You can add an ad account, request access to one, or create a new ad account. All these options will be visible only if you have started your Facebook Business Manager account from scratch.
In case you already have an existing ad account, then you can simply connect it and add people. You can edit their accessibility and provide administration, or remove them at any given point as well.
As for now, you do not need to worry about the ‘Instagram Account’ tab since your Facebook account might already be connected to Instagram. As long as there is at least one link to the platform, your ads will run effectively.
An Overview of the Campaign Structure
Now that we have created a Facebook Business Manager account and connected all the assets, we return to the homepage. The homepage displays the ad accounts that your Business Manager account handles.
To be able to effectively carry out your next campaigns, you need to be able to reflect on the previous ones. You can do so through regular tracking and further ensure to improve in places where your campaign lacks.
For this step, go ahead and select any one of the Ad Accounts to look at the Facebook Asset Manager Dashboard. There will be three key tabs on the dashboard, namely Campaigns, Ad Sets, and Ads. If you can interlink the three, you can optimize them to understand your campaign results better.
Under Campaigns, you can decide on your objectives and ensure how Facebook executes your plan. The campaign tab can have multiple campaigns and objectives that need to be executed. In one place, you can see an overview of the results, reach, impressions, costs, ranking, duration, and more.
This displays what kind of audience which ad is capturing and where it is being run. Ad Sets will completely specify the positioning of your ad.
Ads (Per campaign)
This subsection will display a specific campaign and give you a visual representation of how it is doing. You can go over the delivery, bidding strategy, budget, results, reach, impressions, conversion rankings, quality ranking, etc. You will understand whether your call-to-action is effective in this tab.
How to Optimize the Performance Tab?
The basic purpose of Facebook Ads Manager is to provide you with an overview of your Facebook advertising campaign. To make this process of analyzing easier, Facebook provides a default Performance tab for you to get a simpler overview. Your default system includes reach, results, impressions, etc.
(Source : Google Images)
But more elements fall under the performance tab. These elements are different columns that dive deeper into a particular topic. For instance, when you select engagement, you receive insights into the post reactions, comments, saves, shares, link clicks, page likes, etc.
Looking at one particular topic is not enough to analyze a particular campaign. You can analyze other options given in the drop-down like Performance and Clicks to receive results on reach, frequency, budget, etc. You can also access metrics such as CTR, click rates, unique link clicks, conversion rates, and more.
Facebook gives you a wide range of options for your advertising campaign analysis within the performance tab.
(Source : Google Images)
If this is not enough to conduct a full-fledged Facebook advertising campaign analysis, then you can get the option to customize as well. Once you select the option of ‘Custom Columns,’ there will be a display of settings wherein you can choose which columns to keep. Additionally, if you want a particular order of columns for a while, you can add them to your presets.
Make sure to be as strategic as possible. You do not have to select all of the options, just the ones that are relevant to your Facebook advertising campaign. Since you need to generate leads, you can search for the leads column in settings.
Now that you have the columns of your choice, you can order it in a way you wish to see it in an overview. This makes it easier for you to conduct the analysis because it is personalized to fit your preference.
How to Analyze the Demographics Breakdown?
Facebook Business Manager offers a lot of features, and one of them is specific demographics. This allows you to analyze the demographics of a certain Facebook advertising campaign better. Keep in mind that analyzing regularly will lead to better optimization over time. The Breakdown tab for these demographics is present on your campaign overview page.
Under the time subsection, you can access certain days, weeks, two weeks, months, and so on. You can find out on which day your Facebook advertising campaign has been doing its best. Based on this, you can easily strategize on what day to optimize.
Within this subsection, you can analyze several specific demographics such as age, gender, business locations, country, region, platform, placement, product ID, and more. Sometimes, your Ad Sets might have a specific gender assigned, but you later find out that it has been viewed by another gender. This happens when your ad gets shared around.
Another essential subsection is ‘Placement.’ Placement includes other platforms such as Instagram, where the advertisement could have landed. Further, it includes specific positioning like stories, news feeds, instant articles, in-stream videos, etc. You can always use more than one platform since Facebook focuses mainly on audience reach and engagement. While that is a good thing, you also need leads and conversions.
Moving on, ‘Time of Day’ refers to the time-zone of a particular country, and you can instantly analyze how it impacts your metric goals.
This subsection consists of conversion devices, post-reaction type, destination, video view type, video sound, and carousel card. This is extremely specific for running dynamic ads. You can easily assess how each of these dynamic creative ads is doing.
Dynamic ads help us to understand how the audience consumes organic advertisements. With the help of the by-action tab, you can find out which images have been capturing the audience’s attention. In fact, you can eliminate the headlines or images that aren’t doing well during the campaign run.
How to Create Custom Audiences?
To successfully conduct a Facebook advertising campaign, make sure you are aware of the different kinds of traffic, namely warm and cold traffic. You need to know how to work with it, what it involves, and reach the results you estimated.
But before we get into that, you should know that a certain type of traffic is generated based on the audience demographics. To optimize your audience demographics, you can create customer lists. This option is present in the navigation bar as ‘Audience.’
(Source : Google Images)
Here you can create a custom audience to suit your campaign and help build your reach. You create an audience with the help of ‘identifiers’ collected about your customers that includes email addresses, phone numbers, and location. Facebook then takes this information, carries out a process to match similar profiles, and effectively helps to advertise your business.
Custom audiences are the first step to advertising on Facebook, especially for startups. For every Ad Account, Facebook Business Manager allows you to create up to 500 customer audiences.
In Audiences, you can select the option of creating an audience. Once you choose custom audiences, the screen will display a box with several options.
Use your own sources:
Includes Website, App Activity, Customer List, Offline Activity
This allows you to select an audience that already exists through app activity, website, or offline activity. You can even upload email CSV files into the customer list and select a few identifiers like previously mentioned.
Use Facebook sources:
Includes Video, Instagram Business Profile, Lead form, Events, Instant Experience, Facebook Page
Facebook maps out a suitable audience for your advertising campaign based on the subsections you selected. They pull out an audience from those spaces and display your advertisement to them.
Video from Facebook sources is one of the most effective ways to reach an audience. In this method, Facebook targets an audience that has previously watched your videos and is aware of your business.
Once your custom audience is created, you can take the audience and place them inside any one of your Ad Sets. Simply click on the edit, which will then open a settings box. The settings will include a subsection called ‘Audience,’ wherein you can select your newly created custom audience.
How to Create Lookalike Audiences?
While we learned how to build custom audiences, let us quickly go through creating lookalike audiences. If you are not aware, lookalike audiences refer to the process of reaching more and more people who could be interested in your business. They are quite similar to your existing customer base and serve an opportunity for expanding your target market.
(Source : Google Images)
On the audience page, you can select the lookalike audiences within the option to create an audience. Once you click that, you have three subsections to select from and select your lookalike audience.
Select Your Lookalike Source
A lookalike audience is primarily based on sources. You can select from any pixel or website. Facebook pixel is simply an analytics tool used by businesses that helps you in measuring the efficiency of an advertisement by understanding people’s reactions to it.
In case you select a pixel, then you get another option to select an event with value. This basically helps the tool to assess the frequency of the select event as well as value.
Select Audience Location
After selecting a source, you select your audience location. The location has to be a country. This way, the tool will instantly understand that you wish to reach people within a certain country and those who have visited that particular source.
Select Audience Size
The audience size has a range of 1% to 10%. The range refers to the percentage of the population in your selected country. For instance, you select the United Kingdom and choose 10%, then your estimated reach becomes 4,500,000 people. The tool instantly calculates the approximate amount of people.
To reach a broad audience, you can increase the percentage. But it is suggested that you be as specific depending on the source you chose. In case your source is small-scale, then you might not reach your estimated 10% goal.
(Source : Google Images)
Once you submit, you can see your lookalike audience applied to your dashboard. You can see the name of the source and type of audience.
How to Set-up Your Pixel?
To generate and run effective ads, you need to track properly. Tracking and monitoring is an essential part of your process because you should understand what works and what does not in your campaign. To do so, ensure that your pixel is set up within your website so that you can further optimize it using your Facebook Business Manager account.
(Source : Google Images)
You might have a pixel already, however, you can always create a new one. To install your pre-configured pixel, you visit your Events Manager. If you see an interface with an overview of events, there will be a Set-Up tab. You simply select the option and further install the pixel.
Once you do that, you will be shown three options. The recommended one is ‘Manually add pixel code to websites.’
All you have to do is copy the code to the clipboard and head to your website to paste it. You need to set this code up between the header section of your website and the </head> tag. This needs to be done for every webpage on your website.
In case you do not understand the process, you can email the instructions to your website developer with the option of the ‘Email Pixel Code.’ Most agencies hire a website developer, however, if you do not have one, then the process is quite simple to carry out on your own.
(Source : Google Images)
Now that the set-up is completed, you need to install Facebook Pixel Helper from Chrome Web Store. Keep the icon visibility on your chrome panel, so that whenever you visit your website, you can check whether the icon is highlighted. This will tell you whether a pixel is present on your website or not.
Understanding the Customer Experience Timeline
Before generating ads and leads, we need to understand the philosophy of campaign building. The principle philosophy behind campaign building for Facebook marketing is the customer experience timeline.
An unaware customer base may have seen some content relating to your business in the form of a blog, video, ad, etc. The aware one has some insight into your business, what you do and provide. You cannot use the same advertisement for each one of them. If you do, you could end up losing a potential customer.
You cannot offer the same products over and over again to your loyal customer. But can do so for other types of potential customers. To keep your loyal customer satisfied, you offer them new options to select from.
An ideal customer experience timeline would be to provide more context and less trust to the unaware potential customer. While the loyal customer should be given less context and more trust. This is how you strategize an effective method for your Facebook advertising campaign.
Optimizing the Campaign Structure
A campaign structure helps to figure out how your Facebook Advertising campaign works and how it can be effective. Our first step to campaign structure definitely starts with the ideation of a campaign.
At this step, you need to list down your campaign’s objective. This includes asking questions like how many video views you want, the number of lead ads, the conversion rates, etc.
Further, you negotiate on a budget and work towards campaign budget optimization (CBO). CBO involves making effective use of your expenditure to achieve the best campaign results. You need to decide on different kinds of budget, including daily and lifetime budget.
Next comes the customer experience timeline, wherein you allow a certain number of customer layers. Each one of these layers will have distinct purposes and characteristics to set itself apart.
The last one is the focus of your campaign. Every advertising campaign requires a focus of its own. It could be a problem or an innovative angle, you need to decide what purpose your campaign serves.
For instance, Kentucky Fried Chicken could market healthy fried chicken in an attempt to spread awareness about healthy eating. As a fast-food chain, cooking healthy meals becomes an innovative angle for them to market.
Ad Sets describe different types of people you are targeting for your Facebook advertising campaign. This includes mentioning age, location, interests, etc. The Ad Sets will outline completely different advertisements shown to those people.
Your advertisements are visual creatives that will capture your target audience to form the Ad Sets. Through the advertisement, people will be drawn to visiting your website and learn more about the business. This could eventually even turn potential customers into buyers.
What is Testing Philosophy?
Marketing is all about trial and error because one can never expect a certain result from it. You might never know whether the campaign will go viral or completely backfire. All you can do is go with your instincts. This is when testing comes into the picture.
To put it into better words, your campaign is nothing less of a test!
Why do you need to test?
You need to establish two things about your testing philosophy. The first one is why do you need to test. You need to test to know whether you can achieve your metric goals, such as leads, conversions, reach, etc.
Two, you should test to avoid exhausting your audience. Marketing an entirely different purpose to another audience group will only make them disinterested. Further, this will risk your chance of gaining potential customers.
What do you need to test?
Similar to your campaign structure, you will start by testing the campaign level. This includes testing the customer layer, problem, or angle. Try to question yourself by digging deeper into your campaign idea.
Further, you describe your audience demographic in Ad Set Level. This includes their location, age, and retargeting type. Re-targeting can include targeting those who stumbled upon your website or ad previously and capture their attention again.
Then comes the Ad level. This requires you to be creative and create visually appealing content. In case you end up creating the best ad, you can use it again for other ad sets. Within your ad, you should use the basic structure that includes headline, images, text, and call to action.
Testing will help you reach your overall metric goal. Moreover, keeping a couple of Ad Sets can benefit you later in case one of them backfires.
Setting up a Facebook Advertising Campaign
Now that we have brushed over the concepts and terminology of Facebook Business Manager let us go through a quick run-through on how to set up a campaign. As we start this section, make sure that you went through the module thoroughly because only then will you understand the directions and philosophies.
- Log in to your previously set up Facebook Business Manager Account, and open the ‘Campaigns’ tab in your navigation bar.
(Source : Google Images)
- Within the campaigns tab, you select ‘Create,’ and a dialogue box will open.
- The dialogue box displays a few options, including campaign name, buying type, campaign objective, split test, and campaign budget optimization. Further, there are two sections to create a new ad set and new ad.
- Be as specific when you input a campaign name. Next, you select a campaign objective that serves the exact purpose. To get clients for your business, you can go ahead and select lead generation.
- For campaign budget optimization, you can select whether you want a daily budget or a lifetime budget like mentioned in the module previously.
- While creating an Ad Set, you can select from any of your previous Ad Sets linked with a Facebook business manager.
- Once you finish your editing, you can save this creation to drafts. Moving on, we have to get into the details of setting up a campaign.
(Source : Google Images)
- On your campaign dashboard, you can edit your campaign draft within the ‘Ad Set’ tab. Most people edit the Ad Set name at this stage, specifying target audience demographics. This includes the type of audience, age range, and location.
- When selecting your locations in the audience section, you can opt for an expanded area. Instead of a country in Europe, you can target Europe itself. This completely depends on your business’ relevance to a particular region. Take into consideration aspects like relevance, accessibility, and affordability.
- You also get extra options to choose language preference. Moreover, detailed targeting includes the target audience’s interests. For instance, if you offer digital marketing services, you can input digital marketing, content marketing, social media marketing, and so on.
- Once you are done with your Ad Set editing, you can go ahead and move on to editing the ‘Ads’ tab.
- To start with, you can select images from your gallery. But if you wish to publish different images, feel free to surf the internet for some stock images. You can find good-quality images for free on websites like Pexels or Unsplash.
(Source : https://unsplash.com)
- Make sure that you use images that are relevant to your ad content as much as possible. Besides looking visually appealing, it also has to convey the purpose of your Facebook advertising campaign. While there is no harm in using stock images, try to publish images that are owned by your business. Download all the images and upload them to your images panel.
- Moving on, think of catchy headlines for your ad. You can input one or more if you wish to. Make sure your lead-in and ad copy are attention-grabbing and relevant to your ad content. Moreover, keep it as simple as possible because complex sentences might just bore your potential audience.
- Lastly, go ahead and finish editing your basic ad settings. Do not forget to enter a display link that redirects to your business webpage.
- A call-to-action is just as necessary because that is where the conversion process starts. There are so many good examples such as apply now, book now, download, get quotes, learn more, sign up, subscribe, etc. Select one that is fully relevant to the goods or services you are offering.
You have now successfully created a Campaign, an Ad Set, and an Ad. Since you have set up a Facebook advertising campaign that is clear about who to target, do not forget to publish it!
Analyzing Results of a Facebook Advertising Campaign
After you have set up your Facebook advertising campaign, all you have to do is wait for the results to show up. While the campaign set up was important, the next steps are comparatively vital. You will be analyzing your on-going campaigns to wherein you work towards improving less impressive sections of your Facebook advertising campaigns.
Our focus for analyzing the Facebook advertising campaign results, for now, is lead generation, which generally is quite difficult. But once you get the hang of it, you can analyze your results faster over time.
(Source : Google Images)
Head over to the performance tab and start by customizing your columns. Like we mentioned in the module earlier, you can remove unnecessary columns that are not relevant to your analysis. For lead generation, you may want to remove delivery, cost per result, quality ranking, last significant edit, bid strategy, schedule, and such.
If you want a reference, you can customize your dashboard to fit the ideal lead generation analysis dashboard. This includes campaign name, ad set name, reach, impressions, the amount spent, on-Facebook leads, and click through rates. The following one consists of the most basic columns, however, once you start analyzing, you can keep adding.
You can select your order of preference for the columns and save the preset for future purposes.
To understand how lead generation is analyzed, you focus on CPM, CTR, and Link CTR.
- CPM refers to the cost paid for every 1000 impressions.
- CTR refers to the click-through rate, that is the number of times your Facebook ad was clicked.
- Link CTR refers to link-click through rate, which focuses on clicks that redirected to a linked webpage.
Your click-through rate should be high because that means that a large number of people have clicked. When a customer clicks on your ad or link, a signal is sent to Facebook that further helps in calculating the engagement of the ad and campaign.
Once you are done analyzing the existing columns, you can also add cost per lead. The cost per lead is simply to keep a check on the amount spent to achieve the given results.
Make sure that you have an engaging ad campaign and creative. Not only will Facebook reach your audience, but it will also keep sharing it as long as your ad campaign stays relevant. With more engagement, Facebook can help you get additional engagement. If you have to, then do not hesitate to change your creatives, replace them, or create new ad sets.
Lastly, to achieve the best results, focus on the click-through rate. If your click-through rate is high and impressions are low, it implies that you need to improve the ad set or ad. Adding to it, if your cost per lead is high, that also implies improvement.
Make sure you monitor properly and look through every type of date preset. The lifetime date preset will show the total number of results to date for the selected Facebook advertising campaign.
How to Create Campaign Angles?
Creating campaign angles is something that a lot of business managers fail to address. This entire process of creating angles deserves to be talked more in marketing, especially when you start considering its importance.
As manageable as it sounds, but you won’t make any money if you are not framing and channelizing your campaign in a way that connects with the audience. One skill every marketer should develop is being able to come up with new, creative, and effective angles for new campaigns consistently.
It is time to awaken the creativity within you while you are keeping in mind what drives your audience to purchase the goods or services you are selling.
You need to get clarity about various angles and problems that you are trying to identify. So, to not let this slip of your mind, you could initially get a clear understanding of the problems inside the ad campaign and a solution best suited for the same.
You can perform a small logical belief exercise wherein you analyze the central thing that you’re selling and identify what are the connective points to that or the journey of making your customers believe in whatever your product is.
Let us consider this, if you are starting with digital marketing, identify what sort of things are associated with digital marketing so that someone would want to connect with you. So here comes SEO, Facebook ads, email marketing, PPC, and automation.
Now when you look at these things individually, try to analyze what problems people might have faced while doing this or with someone else. For email marketing, you can say poor deliverability, poor per rates, bad copywriting, uncreative emails, and, most importantly, spamming.
In the digital marketing industry, there is one particular area that you will exploit by devising a solution for it. If you decide to work on a complex ad campaign, your Facebook ad should revolve around providing all the services and information to your customer such that they don’t face any difficulties.
When you do the same with Facebook Ads, issues like Attribution – Confusing results and Inconsistent reporting, Ad Copy- Poor CTR, high CPC, and the length.
In simpler words, you can basically create an entire web of various problem angels that you are comfortable working with. It is important that the problem you’re working with interests you. These libraries of problem angles will assist you in leveraging the production of your content.
Rather than telling people verbally about what your company does and what its goals are, let your client know that you have a solution to their problem. Here your creativity enters the picture and the creative angle solution.
Bonus Tip 1: Adding New Ads to On-going Campaigns
A lot of business managers on Facebook face the problem of being able to run new ads when one is already going on. Some people may face the issue of the new ad not functioning properly or the old one that stops working.
The simplest way to carry out new ads during on-going ads is to create a new ad set and add new ads to it. You do not really have to worry about displaying several ads to one audience set. Moreover, the amount of creatives does not matter most times.
You could display one dynamic creative and still achieve more engagement than you could with three dynamic creatives. The metric goals depend on the purpose of your Facebook advertising campaign for the major part.
Further, if you have two dynamic creatives, and one of them is not providing the expected results, then you switch that creative off and vice versa. In case you do this, and yet the remaining creative fails to do well, then you create a new one. You create a new ad set, publish a new creative, and run the campaign further. Better optimization surely contributes to your creatives doing fairly well.
In conclusion, remember to create a new ad set and then add creatives to the new one. Do not add creatives in the existing ad set itself. Even so, you can keep your ads as it is if they are doing well and are steady.
Bonus Tip 2: Campaign Budget Optimization
When it comes to optimizing your campaign on Facebook, you need to be philosophically vigilant. You do not need to have a lot of technical knowledge.
You can optimize your entire budget based on just one single thing, and that is the viewers’ experimental timeline with you.
The visitors could come from different categories, namely.
- Someone completely unaware of the service you provide
- Someone who has very little information about you and the services you provide.
- Your customer, someone who has made a purchase from you in the past.
- A repetitive customer, someone who has made multiple purchases from you.
Now when you create a campaign, you need to manage multiple ad sets at one go. You cannot have the same ads and the same information for someone completely unaware of your services and someone who has made multiple purchases.
You need to analyze and then set up your campaign. All your ad sets will have different messages to deliver. If you have an impressive ad that is value-packed and manages to solve the viewers’ problem, you will get a reaction, this reaction will lead to attention, and attention simply means that the viewer will be drawn to engage with your content.
But at times, to get this reaction becomes a little difficult, and you might think that you’ve invested in the wrong audience. When working with a completely unaware audience, you need to be patient, and if you do not want to experiment or I rather say if you don’t want to wait that long, you can simply cancel out of this group of audiences.
Earlier, you had to create different campaigns for different services, but now you can simply focus on one service that you are keen on providing and can form multiple ad sets for the same. This way, you leverage your own potential in the niche, and your customers will refer you.
When optimizing your budget, you need to decide which audience you want to reach out to and where do you get more reactions. Someone aware of you is more likely to take your service rather than someone who has never heard of you.
You can simply run the ad campaign with your customers and repetitive customers. Here the response will be quick, and you will be able to see results in no time.
Wrapping it up
Now that you are well-equipped to publish a campaign and conduct analysis for it, here are some tips to make your Facebook advertising campaign stand out.
Ensure that your campaign has a clear message and that your creative ad can be comprehended easily. You have to build enough trust within your audience base so that they feel comfortable sharing their contact details with your business.
Facebook Business Manager has a wide range of interesting features to offer, but make sure you do not overdo it. Keep a simple target, campaign, and avoid overwhelming your audience. For instance, your campaign could be very complex, or your instant form has too many complex questions.
Last but not least, be sure to give your Facebook advertising campaign a personal touch. Your advertisement should completely be able to reflect your brand image and attempt to get a response. Finally, setting up a Facebook advertising campaign is pretty fun if you let it!