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April 29, 2015

How to Improve Quality Score without Modifying Your Landing Pages

Quality Score AdWords

We at BCI take Quality Score very seriously. After all, it has a direct effect on your ad positioning and how much you spend per click! Having a good Quality Score is a must for any account, however, it can be difficult to optimize for. What works for one account might not work for another, and some things aren’t in your control as the SEM account manager — most notably, landing pages which can require members of design, development or IT to update and manage. Thankfully, there are other components that contribute to Quality Score that are in your control and can make a big difference.

We recently accomplished Quality Score improvements for one of our clients by addressing CTR and ad relevance alone — things you can do, too! Here we get in to how we were able to achieve it, but first let’s understand Google’s formal definition and the components of Quality Score.

Read more of How to Improve Quality Score without Modifying Your Landing Pages.




April 28, 2015

The Comprehensive Mobile-Friendly SEO Guide for Business Owners Post-April 21st #Mobilegeddon

Content Writer Interview Questions(3)

Are you a hands-on small business owner managing your own digital marketing grappling with Google’s April 21st mobile-friendly update? We’re here to help. This article is your go-to guide for dealing with the aftermath of Google’s April 21st update. We’re one week out from Google’s latest major algorithm update and that means it’s time to dive into data and plan ahead — because even if the mobile-friendly update boosted your mobile traffic, we know search engine optimization is never complete.

Read on for post-April 21st advice! This guide discusses everything a hands-on business owner needs to know about improving your website’s appearance in mobile search results:

  • Creating a mobile baseline report in Google Webmaster Tools
  • Learning how to determine how your site was impacted
  • The mobile-friendly label vs. other SERP annotations
  • How to edit the new mobile breadcrumb URLs

Read more of The Comprehensive Mobile-Friendly SEO Guide for Business Owners Post-April 21st.




April 20, 2015

Google’s New Mobile Breadcrumb URLs: Making the Most of Your Site Name & URL Structure

New in Google: Breadcrumb URLs

Google announced two more changes last week to the way URLs are displayed in mobile search results:

  • Mobile search results no longer show the actual page URL, but instead show a breadcrumbs-like format of the URL structure. This is rolling out worldwide.
  • The breadcrumbs-like information can show the site name in place of the domain name. This is rolling out in the U.S. only for now.

You can specifically control how the breadcrumb URL for your search results will appear if you add Schema.org markup to the HTML on your pages. Read more of Google’s New Mobile Breadcrumb URLs: Making the Most of Your Site Name & URL Structure




April 17, 2015

Tips for Getting the Most out of Call-Only Ads in Google AdWords

google adwords tools

Mobile optimized sites have been all the rage since Google’s explicit February announcement that mobile-friendliness will be used as an organic ranking signal starting April 21st. However, Google has not forgotten about the original purpose of mobile devices — phone calls. In February, Google made it easier for advertisers to engage smartphone users with call-only ads. Although call-only campaigns are fairly new to Google AdWords, there are certain steps you can take to get the most out of them.

Read on for tips on getting the most out of the setup, optimization, and reporting of call-only ads.




April 15, 2015

Why Is My Mobile-Friendly Label Missing in Google Search Results?

Mobile-friendly label missing from Google results

As the April 21st deadline to make your site mobile-friendly approaches, many sites are checking to see if their pages get the “mobile-friendly” annotation. Those two words are Google’s promise to searchers that a result meets a certain standard of usability that mobile surfers are starting to expect.

What’s concerning is that sometimes the label doesn’t show up — even though Google’s own Mobile-Friendly Test declares “Awesome! This page is mobile-friendly.” In working with clients and through research, we’ve uncovered little-discussed reasons why a mobile-friendly annotation may not show up despite a page’s being fully optimized for mobile browsing.

Read more of Why Is My Mobile-Friendly Label Missing in Google Search Results?




April 13, 2015

Creating Content for a Boring Industry? No Problem

Writing Content for a Boring Industry

In digital marketing, we talk a lot about content. Emphasizing the importance of quality content and then sharing our tips, tricks and the latest tactics can make content writing seem exciting and sexy. But the truth is, some topics and industries just feel b-o-r-i-n-g. As a writer or the person in charge of writers, how can you turn boring subjects into good content?

Creating engaging content marketing for boring industries is something I know all too well, as I got my start in this industry as a writer. I wrote on everything from LED billboards to personal injury to self-storage units. I remember what it was like to listen to fantastic presenters talk about the magic of writing great content. Then I would go back home, sit in front of my laptop and the reality would hit me again — my topics were boring, or at least they were to me. Eventually, I figured out how to overcome my writer’s block and bring those boring subjects to life.

Read more of Creating Content for a Boring Industry? No Problem to learn the top three tips that helped me when I was writing content and then later managing writers:

  • Develop real-life stories.
  • Keep your eyes open for inspiration.
  • Focus on being practical and personal.



April 9, 2015

15 Content Writer Interview Questions You Need to Ask

Content Writer Interview Questions

The Internet runs on content. One of the best investments a business can make is hiring an in-house writer tasked with being the voice of the brand online. Content is critical to successful digital marketing, and with algorithm updates like Panda and Hummingbird, it’s clear Google agrees. That’s why many brands and businesses hire full-time, in-house content writers. There’s no denying a qualified content writer can take your digital marketing to the next level. As a testament, Bruce Clay, Inc. has four full-time writers on staff.

“Think of everything that could be made better with refinement by a professional writer. There’s the website and blog, email marketing, everything social media from posts and profiles to customer service and reputation management, marketing collateral including white papers, downloads, press releases, and the kinds of creative content marketing pieces that are the currency of social media today,” said Virginia Nussey, the content and media manager here at Bruce Clay, Inc.

But not just anyone can type out the next Great American Blog Post. Finding the right content writer is a challenge. Make sure they’re educated (ideally with a degree in English, communications or journalism) and experienced (ask for their three best writing samples). The following questions (pulled directly from Bruce Clay, Inc. interviews) are great questions to ask during your content writer interview. Questions like these give you a full picture of your prospective writer’s skills.




April 7, 2015

Introducing SEOToolSet Lite: A Free SEO Tools Suite

Copy of SEOToolSet_600-b

You may have heard of the SEOToolSet®. SEOs have been using it for technical and organic search engine optimization since 1997.

But have you heard of the free SEOToolSet — SEOToolSet Lite?

In March we rolled out the newest generation of the SEOToolSet, built from the ground up and full of new tools our SEO analysts asked for and vetted. SEOToolSet 6 has two tiers — Lite and Pro, and today we want to introduce you to the tools available to you for free in SEOToolSet Lite. There’s no credit card required to sign up for SEOToolSet Lite, and there’s no software to download. Just create a username and password, supply an email, and get instant access to four diagnostic tools for a single website project.

Learn about the tools available to you in SEOToolSet Lite: A Free SEO Tools Suite from Bruce Clay, Inc.




March 30, 2015

Oh, the Challenges SEO Tools Can Solve – Announcing SEOToolSet 6

Copy of SEOToolSet_600-b

The SEOToolSet® is a suite of organic optimization tools built by SEOs, for SEOs. We created these tools to help us do our jobs better and we hope, in turn, they can help you do your job better, too.

Today we’re launching SEOToolSet 6, the sixth generation of our tools. From the first-ever web page analysis program that Bruce Clay himself wrote in 1997 until now, our SEO software has always had a singular goal: Give SEOs the tools they need to increase a website’s visibility in search.

The SEOToolSet is unique because it focuses entirely on search engine optimization. See how these tools help solve the challenges SEOs face every day, such as:

  1. Have reports that monitor and prove SEO progress.
  2. Figure out what’s “natural” among top-ranked competitors.
  3. Efficiently find missing meta tags, duplicate titles, and problems with canonical elements.

Read more of Oh, the Challenges SEO Tools can Solve




March 27, 2015

Apps: The New SEO Frontier?

Young couple silhouette busted up

Google’s Feb. 26 announcement that the search engine will now “surface content from indexed apps more prominently in search” is significant news for SEOs. If a user has downloaded your app, your app content can get a ranking boost in their SERP — and if a ranking boost is on the table, it definitely makes an SEO stop and consider the possibilities.

On average, people install 26 apps on their phone … but there are more than 1.3 million apps in the app store. And we know that 5 percent of apps drive 92 percent of all app downloads. Moral of the story? Apps are a very competitive space, and before any coding begins, it’s important to determine whether or not an app is worth the investment for your business.

Read more of Apps: The New SEO Frontier?




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