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May 26, 2015

AdWords 101: Keyword Research Tool 1-2 Punch — How to Use Google’s Keyword Planner Tool & SEOToolSet Keyword Suggestions Tool

Keyword Research Tools that Pack a Punch

This post dives into two powerful keyword research tools: the Google AdWords Keyword Planner and the SEOToolSet Keyword Suggestions tool. SEMs have come to love these tools because they get to the heart of search terms that people may — or may not, as your research may show — be using to look for you and your competitors.

Both the AdWords Keyword Planner and SEOToolSet Keyword Suggestions tool are especially useful if you find yourself in any of the following scenarios:

• Researching keywords if you’re starting from square one: If you’re starting keyword selection with a mostly blank slate, get keyword suggestions based on seed keywords and info that helps you decide if it’s a good keyword (i.e., competitiveness and popularity of search use).
• Vetting keywords by checking to see if they’re actually used: If you want to vet a list of SEO or PPC keywords, check to see how much people actually use them to search with all sorts of filters and compare-views.
• Expanding your keyword list with new, relevant keywords: If you already have a list of SEO or PPC keywords, you may want to expand your list with opportunities you’re not currently aren’t aware of.

Start this lesson of AdWords 101: Keyword Research Tools.




May 19, 2015

#SMX Sneak Peak: Conversion Rate Rock Stars

Purna Virji

Inbound marketer Purna Virji has been honing her CRO game for more than eight years. In that time she has become one of the industry’s most prominent experts focused on conversion through her column at Search Engine Watch and her speaking engagements at SMX, Affiliate Summit, and the ecommerce conference eTail. When she speaks at the conversion-focused SMX Advanced session “Conversion Rate Rockstars,” her tips will revolve around ways to drive your efforts with data. In advance of SMX Advanced, we asked Virji to share some next-level conversion optimization advice to help digital marketers expand their field of knowledge. In this interview, Virji looks at:

  • What useful qualitative data (data you can’t put a number on) can be used to inform conversion optimization
  • Myths of conversion optimization that could be holding you back
  • How to use PR and traditional marketing in conversion optimization efforts
  • Conversion and usability obstacles unique to the mobile experience

Read the full interview here!




May 12, 2015

Mobile Marketing: How to Convert the Mobile Visitor

Mobile Marketing

“Everyone’s been preaching the importance of having a robust mobile marketing strategy for the past seven years or so, and although we all know this, a lot of us still decided to put mobile on the backburner. Now that ‘Mobilegeddon’ is upon us, and Google is constantly telling us how important mobile ‘micro-moments’ are, marketers are being forced to act — 2015 could turn out to be the actual ‘year of mobile,'” said SMX Speaker and WordStream Content Marketing Specialist Margot da Cunha.

When SMX Advanced hits Seattle next month (June 2-4), mobile-friendliness will be addressed from every angle. Da Cunha will take the stage alongside Lisa Williams and Phoebe Hanley in “Converting the Mobile Visitor.” They will discuss the best ways to attract and convert mobile users, and share strategies on text ads, display ads, click-to-call offers, targeting by device and location, and demographic research. Today, da Cunha gives us a sneak peak of what’s to come in her SMX presentation!

Read more of Mobile Marketing: How to Convert the Mobile Visitor.




May 11, 2015

AdWords Upgrades! Mobile Ad Formats, Cross-Device Conversion Tracking, Plus Automation

StepInsideAdWords

Google AdWords super charged the search advertising platform in three exciting new ways announced last week. For our SEM management clients, we wanted to share the new ad formats, automation tools and measurement capabilities we on the Bruce Clay, Inc. SEM team will be putting to work on your campaigns in the coming months.

• New mobile ad formats for shopping, hotels, autos, finance, with more verticals on the way
• New tools to track conversions that happen across multiple devices and advanced attribution models that give credit beyond the last click
• Automated solutions for bidding and dynamic ad serving

Read about the ways your business will benefit from these enhanced tools, reports and AdWords upgrades!




May 8, 2015

Your Pass to #SMX Advanced: The Year’s Most Technical SEO Conference Is Here

Content Writer Interview Questions(7)

Less than 90 tickets remain for Search Marketing Expo (SMX) Advanced 2015! If you’re planning to register for the must-attend event, hurry — because it looks like it’s about to sell out for the ninth year in a row. When registering, save 10 percent on all passes and workshops with our discount code: SMXA15BRUCECLAY.

If you’re looking for next-level search marketing education and networking, this is the conference you don’t want to miss. Industry elite gather here to share advanced technical knowledge and tactical tips for search engine optimization, paid search and social media marketing. I’ll be on the scene liveblogging. Read on to see where you can meet Bruce during the conference and see our liveblog schedule.




May 4, 2015

How to Configure a Custom 404 Error Page in Microsoft IIS Server

Custom 404 Page Cheeseburger

The 404 error page is a generic, browser-issued web page that tells a visitor when a page they are looking for can’t be found. A custom 404 error page, on the other hand, is a specially-designed page that delivers the same message but in a more helpful, user-friendly way that honors the brand. It can tell the visitor what’s going on and what to do next. It can even be crafted to save a sale.

This post walks through the steps of setting up a custom error 404 page if you’re a small business administering your own IIS server either directly or through a hosting provider.

Read more of How to Configure a Custom 404 Error Page in Microsoft IIS Server




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.




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