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One of the biggest challenges facing a franchisee’s growth is their ability to execute a winning digital marketing strategy that is unfettered by a franchiser. A struggle often exists between a franchiser’s need to control their brand, and a franchisee’s desire to market their business through their own strategies.
If you’re trying to master PPC, you need a firm understanding of your AdWords Quality Score. Your Quality Score in AdWords plays a significant role in determining the cost, effectiveness and success of your PPC campaigns. But what is it, and how can you improve yours? What is a Quality Score? Quality Score is essentially what it says on the tin: Google’s own rating of your ad ...
You don’t need a large budget for an effective PPC strategy. Here’s how to maximize the success of your PPC campaigns regardless of the size of your budget. The budget of a PPC campaign can play an important role in its performance. However, it doesn’t guarantee successful results without a proper planning first.
Although most search conferences contain some sessions on technical SEO, until now there has been a general reluctance to dedicate a full schedule to this specialism. That is an entirely understandable stance to take, given that organic search has evolved to encompass elements of so many other marketing disciplines.
As we come to the end of 2017 and embark on the inevitable dozens of review articles looking back over the past year of search, it’s as good a time as any to reflect on SEO strategy. What are the greatest challenges being faced by the industry as a whole? What have been the biggest successes? What are companies of different sizes setting as their top priorities for SEO strateg ...
Google Trends, first launched in 2006, provides marketers with invaluable insights into how people search on the world’s most popular search engine. In its earlier guises, Trends (or Insights for Search, as it was previously known) was a rather static resource, updated only on an infrequent basis with fresh data. Over time, the power of this service has been tapped in new and enlightening ways.
If you’ve been keeping up with this series, you’ve got your audience defined and designed creative to match. You’ve constructed smart Google Display Network campaigns to get those users pouring into your funnel. Now let’s talk some of the most powerful targeting capabilities of all. In addition to advertising on the GDN, Facebook is a platform you must use to reach your target personas.
Recently on Search Engine Watch, we rounded up six newcomers to the search engine landscape that are worth keeping an eye on for the future. Each new search engine takes a slightly different approach to searching the web, but there is one trait that many of the recent ones have in common: private, secure searching.
The complexity of an organic search campaign necessitates some technological assistance. There are plenty of tools on the market, but they vary in price, functionality, and effectiveness. Once you have all the basics in place, which SEO tools should you invest in to take your strategy to the next level? The SEO landscape is highly competitive, with every company battling for ...
Much as Google has become synonymous with the Internet, AdWords has become synonymous with marketing. The search engine giant’s advertising platform is, without a doubt, one of the most integral parts of any online advertising campaign. In fact, for every $1 spent on digital advertising, 42 cents goes to an AdWords campaign.
As we come to the end of 2017, we’ve decided to take a look back at some of our most-read articles throughout the year. For the rest of this week, we’ll be highlighting the top five most popular articles in various categories across the site. So far this week, we’ve rounded up our top five articles on SEO and top five articles on PPC.
As we come to the end of 2017, we’ve decided to take a look back at some of our most-read articles throughout the year. For the rest of this week, we’ll be highlighting the top five most popular articles in various categories across the site. First up is, of course, the bread and butter of Search Engine Watch: SEO.
Your ad campaigns should bring you closer to new prospects and clients. But how well are you able to judge their success? Your conversion rate in AdWords is your success rate at persuading consumers to click on your ads and carry out a particular action, such as a product purchase. It is estimated that the average conversion rate for an Adwords account is just 2.35%.
You don’t need us to tell you about the importance of mobile. You already know about the mobile-first index and that mobile constitutes more than 50% of all website traffic. So instead, we’re going to tell you what to do about it. Mobile optimization should be an integral part of your SEO strategy, and it goes beyond just checking whether your site passes Google’s Mobile Friendly test.
As we come to the end of 2017, we’ve decided to take a look back at some of our most-read articles throughout the year. For the rest of this week, we’ll be highlighting the top five most popular articles in various categories across the site. Yesterday, we kicked things off with a look at our top 5 articles about SEO, and if you missed that one, it’s definitely worth a read.
We’re (frighteningly!) almost to the end of the year, and with just a couple of weeks left in December, it’s time to start preparing for what SEO might look like in 2018. A little while ago, we highlighted our seven SEO trends for 2018 that you should be watching out for. But what practical steps should you be taking with your SEO to prepare for next year? In this article, I’ ...
One key element of a search strategy we often see fail is prioritization. Whether working client-side or for an agency, being able to prioritize a link-building campaign, a content refresh or a technical fix on a site is essential to ensure you are making the most use of the limited resources you are given.
Since the early days of search, Google has used links as a means of judging the reputation and relevance of webpages. The more links pointing to a particular page, particularly from other reputable pages, the more importance Google would award it in search. And so link-building developed as an SEO strategy, with SEOs doing everything they could to win, buy or otherwise gain li ...
How much should you be paying for SEO services? This subject can be a real minefield, so we first recommend some quick background reading of Jayson DeMers’ commentary from 2015 on how much time SEO should take, and also Clark Boyd’s recent article on choosing the right SEO agency. All read up? Great, let’s get cracking.
Doing SEO for any client is intimately associated with getting the most out of every link. Anchor text is an important element that “unlocks” every link’s potential — to the extent that Google had to roll out its first Penguin update in 2012, cutting tried-and-true anchor text over-optimization methods out of the picture.