There’s perhaps no feeling worse than putting the time, effort and money to creating content and building traffic to your website only to find that it’s not converting visitors into leads. Your website has a first page ranking and you find that you’re not generating any more leads than you were before the rise in the ranking!
It’s difficult to keep calm, collect yourself and put all the more effort in continuing you’re your SEO efforts when you don’t see any real results.
Trust us, we know that feeling. It’s a frustrating situation but it’s not unsolvable. And more often than not, the solution is far simpler than you thought.
In this post, we look at some of the most common reasons why you are not generating leads despite the traffic.
Your Contact Forms are Complicated
Your site could boast of fabulous content but if you are not backing it up with a good web form, you are losing valuable leads.
You might be tempted to procure as much information you can capture from your visitors. However, minimalist contact forms do far better than complicated forms.
Make sure your lead capture form contains as few fields as possible. Retain only those fields that are necessary.
Why alienate your visitors with a complex form when procuring an email address can keep the window of opportunity open? You can always get back to them to fill out a much complex form once they are primed and ready!
Follow these tips when building a contact form:
A headline that makes the offer crystal clear.
A brief explanation of how you will use the contact information.
The least number of fields.
A bright CTA.
Information about data security.
Weak or Vague Calls to Action
One big reason your site is missing out on leads is that your CTAs are weak. Take a good look at the CTA buttons on your website and landing pages.
If you are not giving your visitors a good idea of what you expect them to do – i.e. a strong CTA – they will leave your site no sooner than they landed!
A generic “submit” button won’t cut it! This word not only has a subconsciously negative connotation but it’s also extremely boring and passive.
Your CTA should have an active voice, clearly tell your visitors what they must do next. If your goal is to generate a sale, your CTA could be “Buy Now”. If you are asking for their email address in exchange for a free download, your CTA could be “Yes, I want my free report”.
Your Website isn’t Offering a Solution
A website that’s aimed at generating leads should deliver value. Sure, some sort of self-indulgence is fine but if your website is about nothing else but you, you and you – it will alienate your visitors, leaving them wondering how you can help them.
You might be offering a world-class product. However, if you don’t tell people how you can help solve their problems; how your product can help relieve them of their pain points, they won’t be convinced! As a result, they won’t convert.
Address prospects in a friendly tone, establish that you recognise their pain points, show that you can provide a solution and you will see a spike in conversions!
Insufficient or Poor Content
Analyse your website’s engagement metrics.
Are your visitors spending sufficient time looking at your content, images and videos that communicate your message?
Is their stay too short or long?
If your visitors are leaving your website soon, it’s a sign you lack sufficient content. The good news is that it’s easy to add content. Simply brainstorm some ideas and get the entire team involved. Better yet, hire a copywriter!
If you have more than sufficient content, then audit the quality of your content. Perhaps your visitors can’t find the information they’re after? Is it possible that the content isn’t engaging enough?
Here are some pointers to help improve your content:
Be on-point. Do not beat around the bush lest your visitors get frustrated and leave your page.
Use a range of media to grab visitors’ attention: images, text, videos, games, interactive elements, etc.
Make sure that you are writing content that resonates with your audience. If your target customers are laypersons, steer clear of jargon that they’d have a hard time to understand.
Be clear and direct when talking about how your offerings will solve their pain points. Let them scroll down to find out specific features. This way, you are neither distracting them nor diverting their attention by feeding too much information than they’re prepared to take in!
Poor Web Design
An outdated or poorly performing website can dramatically reduce your conversions. Even little details such as typeface and colour choice can make or break your conversion rate.
Here’s what you can do to begin with:
Take the time to define your target audience. Who is your target customer?
Implement A/B testing to identify which colour-scheme or layout delivers higher conversions.
If your website still doesn’t deliver results, it needs more work.
Perform a thorough site audit to identify the weak points. See if your site has any of these signs of a bad website design:
Your website is not mobile-friendly.
The design is inconsistent.
The imagery used is of poor quality.
Readability is awkward.
Slow website load speed.
The user journey is not clear.
Want to Improve Your Website Conversions?
If your website isn’t generating enough leads, it’s a huge cause for concern. Your website is delivering poor or worse yet, negative ROI. And that’s the last thing you want!
It’s especially frustrating when your website has a first page ranking but is not poised for lead generation. Follow these tips to fix some of the most common problems with conversion and you will be on the right track.
At BWG, we have many years of experience putting together winning lead generation campaigns for our clients. Get in touch with us today to speak to a lead generation specialist!
Let’s take a look at some critical findings of this study that throw light on the value of showing up at the top spot:
The number 1 result in the organic SERPs receives an average of 31.7% of the traffic.
The second position gets 24.71% of traffic and the third position gets an average of 18.59% of all clicks.
Organic click-rates for positions 7 through 10 are almost the same.
Moving up one spot in the SERPs will increase traffic by 30.8% on average. But that depends on which position you are moving from and to. Moving from #3 to spot #2 will give a remarkable boost in CTR. But moving from #10 to #9 or even #7 won’t make a huge difference to your traffic.
The tenth position receives an average of only 2.5% traffic.
URLs that feature a keyword receive 45% more clicks compared to those that do not feature a keyword.
Title tags with a question receive 14.1% more traffic compared to pages that do not have a question in the title.
Title tags that are 15 to 40 characters long receive the highest traffic. Per the study, pages that have a title tag length of 15 to 40 characters see an average of 8.6% more traffic compared to sites that don’t fall in this range.
#1 Ranking – A Long-Term Process
Most business owners want to rank on the first spot of Google SERPs. It’s the ultimate goal! At the same time, it’s important to remember that getting to the first position on Google is not an overnight task.
In fact, a #1 ranking in the SERP is the result of extensive hours and often, many years of time and money.
This holds true especially for extremely competitive keywords with websites that have existed for decades. In such cases, you are up against heavyweights who have been around for years, have unmatched domain authority and a ton of backlinks. They are churning top-quality content and receiving numerous backlinks in turn.
With increasing competition and more content being added than ever, that’s a task that’s extremely difficult to achieve.
In their desire to achieve this pipe dream, many people end up taking their business down. Getting a top spot on Google is a fantastic vision but it might not be worth the price you end up paying.
So instead of wondering how much traffic a top-ranking page gets and chasing a dream that might not prove valuable to you, ask yourself how much time, effort and money you are willing to put in? After all, you get what you put in.
Tips to Improve Your Search Rankings
If you are starting out just now, you can’t hope to rank on the first page anytime soon. But here are some strategies you can consider to improve your rankings in Google.
Optimise Your Website
Google penalises any page that fails its extracting usability and quality standards. So before you begin to build backlinks or add new content to your website, it’s important to optimise your website for usability.
Are there any broken links? Moved images? 404 errors? Fix and update those errors to make your website offers a consistent user experience.
Once you make these essential updates, your website is ready to go up the rankings ladder in Google SERP.
Look up your website on a mobile device. Do you have to squint or zoom-pinch to be able to read the text? Are the links so small that they don’t recognise your clicks?
Now think about your visitors. What kind of impression will they have with such a website? Will this experience annoy them or impress them?
Your answer will inform the next step you need to take. The solution is to invest in a mobile-friendly website that is easy to navigate and use no matter the device it’s accessed on.
Backlinks are at the core of improving a website’s search rankings. Search engines look at the anchor text (the text third party websites use when linking back to your website) in a piece of content to assess its relevance to the URL it’s pointing to. If most links use the same anchor text, it can raise suspicion and Google may even penalise you.
Google will also consider the quality of the pages that you’re linking to. They must be relevant to your content, whether they lead to another website or a page on your own site.
Focus on Gaining Authority
Google does not want to compromise the user experience it offers to its searchers. So it won’t rank any website that is not relevant or lacks authority.
Your priority should be to establish your authority as a reliable source of information that your users trust. When Google recognises that, you can expect an improvement in your search rankings.
That’s a long shot that will take a lot of time and effort but it’s well worth it. Begin by publishing high-quality content on a regular basis. Work on increasing engagement with your content by sharing on social media and even publishing guest posts on third-party blogs.
Your site is at the core of your digital presence. If you want to improve your online presence, you must work on improving your search rankings so more people can find you. A BWG, we have years of experience in SEO and can help your site get better search engine rankings in Google.
Get started today! If you are ready to improve your online visibility, contact us today!
The point is that consumers are searching for businesses on Facebook. A well-defined Facebook marketing strategy can help you to reach this audience.
Why Use Facebook Marketing?
Highly targeted – Facebook ads allow you to choose the people you want to target based on interests, age, behaviour, gender and location. If you have a good idea about your target audience, Facebook is an excellent platform to engage them.
Economical – Facebook is one of the most cost-effective advertising channels. You could literally spend $10 and reach 2,000 people.
Quick results – Facebook marketing delivers immediate results. You can begin by reaching thousands of people right away.
Increase brand awareness – Facebook marketing is a wonderful way to reach out to people and show them what you have to offer. The more familiar your audience is with your brand, the more likely are they to choose you when they are ready to make a purchase.
Measurable results – With Facebook marketing, you can measure the results effortlessly. You can see the number of impressions, clicks as well as conversions your ads received. To track conversions, you will have to install conversion pixels on your website.
Build your list – You can use Facebook marketing to boost your email marketing strategy. You can use the “lead ad” forms feature to capture email addresses with Facebook ads. You can even direct traffic to a third-party form on your site to build the list.
Wide range of ad formats – With 10 ad formats, Facebook offers the most diverse range of options. Each ad format allows you to combine text and visuals to describe and showcase your brand.
Creating a Facebook Marketing Strategy
Identify Your Target Audience
When you want to effectively engage your audience, it’s important to know who your target customer is. Ask these questions to begin with:
How old are my target customers?
Where do they live?
What are their pain points?
When and how do they use Facebook?
Once you have answered these questions, head to Facebook Audience Insights to narrow your audience further. You can use Audience Insights to find information on aspects like gender, age, education, location, relationship status, language, past purchase activity and Facebook usage.
Set Your Goal
The next big step is to define your goals. Without a definitive goal, you are simply aiming in the dark. Use can map your progress against this roadmap to measure the success of your Facebook marketing strategy.
For your marketing strategy to be effective, you must have a clearly defined goal that aligns with your business objectives.
The goals differ from business to business. But aim for actions that can have a direct impact on your bottom line. Here are some examples:
Increase the quality of sales
Improve customer service
Increase website conversions
Once you have a broad goal in mind, it’s time to reach a specific, measurable goal.
Plan Your Content Strategy
Now it’s time to decide how you will achieve your goal.
A critical step in this process is to determine the content mix. We suggest you begin with the 80-20 rule. That is:
Use 80% of the posts to educate, inform and entertain
Use 20% of the posts to advertise your brand/products/services.
Bear in mind that the Facebook algorithm may penalise brands that are extremely sales-oriented. The platform wants you to offer content that its users will want to Like and Share.
Optimise Your Facebook Page for Engagement
For you to achieve your Facebook marketing goals, you must ensure your brand is easy to find on Facebook. And once your audience is on your page, it should be compelling enough for them to Like it.
You can choose from premade templates to optimise your page to suit your business best. Each template features unique tabs and buttons optimised for that business type.
If you provide a professional service, a call to action is an important element. Choose one that can help achieve your goals.
If you are a brick and mortar or local business, adding your address can ensure search engines can index your page and show it in local search results.
Identify Your Facebook Ads Strategy
Whether you’ve just started your presence on Facebook or you have been managing your page for a while, you can’t escape the need to advertise for brand exposure.
Aim to increase brand awareness. To this end, your ads should always be:
Cost-effective – Keep within the monthly/weekly budget you’ve allocated for Facebook ads. This way, you can steer clear of over-exposure and wasteful clicks. Ad spend can go up in no time when your targeting is ineffective or incorrect.
Relevance – We can’t emphasise enough the importance of keeping your Facebook ads relevant. Be sure to customise your audience to reach customers who’d best fit your content.
Keep your ads fresh. It’s important to ensure your content doesn’t get stale with your audience. To that end, be sure to repurpose and update your ads once every week or fortnight.
Track and Analyse the Results
The final step of your Facebook marketing strategy is to keep a track of the metrics and assess the results. You can rely on a range of tools including Facebook Insights and SproutSocial to track the results.
These steps will help you kick-start your Facebook marketing plan today. Should you need professional help with Facebook marketing, get in touch with our specialists today. With years of experience in Facebook marketing, we can help you achieve your marketing goals with a customised marketing strategy.
Most businesses spend a lot of time driving traffic to their sites and blogs in the hope that visitors will convert on their own. However, if these destinations don’t attract prospects into the sales funnel, engage and convert them into paying customers, all your effort is going to waste.
That’s where landing pages come into the picture. They are an important part of inbound marketing. Landing pages are aimed at persuading visitors to take a specific action upon landing there. These goals differ with industry. For a software company, it could be a ‘free trial’ whereas, for an online store, it could be ‘buy now’.
A great landing page converts your visitors into qualified leads. But receiving a ton of traffic isn’t enough. Your landing pages should convert your visitors. In this guide, we look at some techniques to help increase your conversion rates using landing pages.
Write Attention-Grabbing Headlines
The headline is an important element of your landing page.
You have all but a few seconds to impress your visitors and grab their attention. So be sure to keep your headline on point, bold and benefit-driven. That’s the easiest way to gain your visitors’ attention.
When you want to keep your landing page conversion rate high, your headline should be short, creative, solve a specific problem and create urgency.
Include Testimonials and Reviews
Testimonials are known to increase sales. When done right, a positive endorsement from other people will assure your visitors about your credibility and legitimacy.
There’s nothing more powerful than word of mouth marketing; reviews and customer testimonials are the closest form of social proof on the digital medium.
However, be sure to use testimonials only after you have delivered results.
A lot of businesses use reviews and testimonials that are weak and highly generic. Avoid writing the testimonials yourself or paying someone for them.
Use CTAs that Compel Visitors to Take Action
CTAs or calls to action are a crucial element of your landing page. It’s not just a button; after all, this is where the action happens.
Think about the relevance and value for the visitors when designing your CTA. Generic CTAs like “sign up”, “submit” or “click here” don’t tell your visitors what they can expect to receive by taking the desired action.
Every landing page you build should have one call to action that tells your visitors what they must do next. Avoid placing more than one CTA to avoid confusion, which can affect conversions.
Include Relevant Videos
Your landing page must engage your visitors until they convert. Videos are a great way to engage your landing page visitors.
One idea is to create an explainer video where you explain what your organisation does or what your offer is all about. A face-to-face, honest, conversational video that addresses your prospects can go a long way in improving your conversions.
When creating a video, be sure to follow some basic best practices.
Use low volume music in the background. This can improve engagement and help hide any audio inconsistencies.
Use captions. This can help engage users who keep their devices muted.
Get Rid of Distractions
When designing the landing page, avoid going overboard.
Keep distractions to the minimum and focus on getting to the point right away without leaving any room for the visitors to be distracted from the end goal of your landing page.
Here are some tips to remove distractions:
Use minimal navigation elements. Avoid putting too many links in the navigation bar or the sidebar. This can distract your visitors and adversely affect conversions.
Limit form fields. Take a good look at your lead capture form. Ensure you are not trying to collect a lot of data at once. If visitors feel that they are giving up a lot more than they are receiving back, they are unlikely to convert.
Avoid pop-ups. Pop-ups are annoying and distracting, especially when you want your visitors to focus on your offer.
Avoid information overload. In your copy, avoid giving information about anything other than your offer.
Place Important Information Above the Fold
The phrase “above the fold” originates from the newspaper industry. The most attractive stories would be placed on page one above the fold so people could see the headlines and would be enticed to buy the newspaper.
You can follow this technique for your landing page by placing the most important elements above the digital fold – the point where the visitor must scroll down to read further.
Every little detail on your landing page can affect your conversion rate. So it is imperative to test your landing pages as frequently as you can to determine what’s working in your favour and what’s not. Look at these numbers to understand the benefits of constant testing:
Landing page optimisation is not an easy job. What’s more, there’s no set formula to getting your landing page right. It’s a proactive process that calls for your time, attention.
There are a variety of errors that could mar the performance of your landing pages. The above tips and techniques can help counter the most critical ones. However, we hope by sorting these common issues, you can improve your landing page conversions.
Don’t have the time or the resources to improve your landing page for conversions? Get in touch with our landing page conversion optimisation specialists today.
Chatbots – automated conversation programmes – are the talk of the town. You have perhaps noticed that several companies have set up their chatbots. Now you have a burning question in your mind – “do I need a chatbot?”
Chatbots can certainly make customer service quicker, modern and efficient. However, they also call for a good amount of maintenance. But they are extremely popular, look uber cool on a website and they are an efficient way to boost your customer service.
How to Tell if Your Business Needs a Chatbot?
Ask the following questions to determine whether your business needs a chatbot:
Will it add value to your business? Would a live chat be a better option instead?
Is a chatbot the right communication channel for your target audience?
Do you have in place a messaging strategy or do you get the same questions repeatedly from customers and prospects?
Do you have the resources on hand to set up a chatbot and monitor its performance?
If you are a high-profile business, will a chatbot make your business look cheap?
Is your team to provide back up to handle complex questions/issues?
What Can Chatbots Do?
A chatbot isn’t just a snazzy addition to your website. It can bring a range of benefits and add excellent value to your business when done right.
Let’s take a look at some of the top reasons why your business should invest in a chatbot.
Chatbots can Automate Boring Tasks
How often did you miss converting a prospect into a customer because they couldn’t find someone to help answer their questions?
More importantly, how often did you realise that those questions have already been answered in your FAQ section?
Nothing could be more frustrating than that!
However, when you have a chatbot, you will have answers to all those basic questions in one place. Chatbots can answer those questions easily, efficiently and quickly.
Offer Better Service with Chatbots
People want help but more often than not, they do not want to physically talk to someone.
And that’s a puzzle that you must solve!
However, there’s no denying that people love to chat.
Option 2 – Invest in a chatbot system to handle most of the work and hire a skeleton crew of agents to take care of complex queries/issues.
We’d highly recommend option 2, especially because a chatbot will stay active 24/7, and it will perhaps have an answer to most of the frequently asked questions.
Scale Your Business Effectively
A chatbot is an automate programme that enables you to handle multiple customer queries at the same time. If your current customer care solution is completely handled by human agents, you are certainly limited to handling only a certain number of queries at a time. After all, human agents can only answer one or two customers at a time.
Another point to note is that while chatbots handle multiple questions at a time, they can offer a certain level of personalisation that’s difficult to match even if you have a huge team of customer care executives.
This gives chatbots an edge as they can answer multiple customers at the same time whilst offering a personalised service.
When you complement your human agents with a chatbot, you can scale your operations easily without worrying about the rising number of calls and chats.
Chatbots Help Build Trust
Chatbots can build trust and credibility in your brand.
If the chatbot is the first interaction your prospects have with your business, you can use this opportunity to educate your prospects about your products and how you can solve their pain points.
Bots can help create a positive first impression, resulting in a strong bond between your brand and the consumer.
Time Efficient and Cost-Effective
Once you have visitors landing your website, it’s important to keep them engaged. With a well-designed chatbot, you can engage visitors easily and quickly. This can further help convert prospects into customers.
And think about all the money you will save by reducing your human customer care team. Money that you could instead use to promote your business and generate more traffic!
Understand Your Customers Better
Finally, chatbots can go a long way in helping you learn from your visitors and customers.
Most chatbots follow a decision tree structure. A question unfolds several possible answers; the customers choose their answers and continue.
The best part about chatbots is that they can store all that information (the answers) and save it so it could be put to better use later.
Thereby, learning something about your consumers.
Convert Visitors into Customers
Let’s say a visitor lands on your website, explores the different pages and is ready to take the next step. Perhaps he has a question? Maybe he wants a quote?
What happens if the only way to reach your business is by filling out a contact form? He has to fill in the form, wait patiently for a response.
Given that lead quality deteriorates with time, swift replies and action are crucial.
With a chatbot, your visitors can easily and quickly find the answers they are looking for, turning them into warm leads. Chatbots can answer quickly, minimising the possibility of misplacing or losing leads.
Chatbots can schedule appointments and meetings instantly, route potential customers to your sales team or even convert visitors into customers by helping them choose a product.
What’s more, chatbots can effectively handle the qualification process on your behalf. By collecting data from the customer’s visit, chatbots can distinguish qualified leads from unqualified leads. This will dramatically reduce deadend leads, saving you time, effort and money.
With so many things to offer, chatbots are a wonderful investment. They are the future! So now is the time to prepare for the future. Need help setting up a chatbot for your website?
Schedule a free consultation to discuss your project!
Whether you have a question, need more information about a product/brand or are researching a subject, Google can help you find the answers you need. For a lot of people, the search engine giant is the first thing that comes to mind when they are looking for information on just about anything.
This means that if you want your prospective customers to find your website, it must show up in the search engine results pages (SERPs). And that’s easier said than done!
A business blog is a fantastic way to boost your search rankings.
So to answer the question, “Do I need a business blog for SEO?”, the short answer is YES!
Blogging improves your website’s SEO because it gives a huge boost to some important ranking factors. When you have a business blog that’s regularly updated with quality, relevant and engaging posts, it can boost your website’s performance in the search engines.
Here are some ways a business blog is good for SEO.
A business blog allows you to reach an extensive range of search queries. For example, if you search Google for “do I need a business blog for SEO,” most of the results will come from blogs.
Blogging helps attract more diverse search queries that a website simply doesn’t. If you are not blogging, you are losing a huge number of potential visitors.
Keep Your Site Fresh, Relevant and Current
Google wants to offer its search users relevant and current information. It does not want to deliver outdated information to its users.
A blog allows you to keep your website fresh and updated. Every time you update your website with fresh content, you give search engines reason to crawl and index your site.
By constantly updating your site, you are indexing your site more often, staying on the search engines’ radars constantly.
Engage Your Audience for Longer
Google’s topmost priority is offering its search users the information they are looking for. If a visitor leaves your site within moments of landing on it, it tells Google that perhaps it is not relevant to the specific “search query”.
However, when someone stays on a page for some time, Google perceives it as relevant, useful and helpful. After all, why else would you stay on a website long enough?
A blog post gives people a reason to stay around to read the entire text rather than a page that does not have any information/text.
More Indexed Pages
Search engines give preference to websites that are trustworthy and credible. They don’t want to dole out random information to their search users. They want to deliver reliable information to their users.
And one way they measure this is by looking at the number of indexed pages your site has. Generally speaking, a larger website corresponds to being a good source of information. However, search engines realise that this isn’t always true. That’s why even smaller websites are able to rank high!
However, with a consistent blogging strategy, you can have lots of indexed pages over a period of time.
Rank for Long-tail Keywords
Many people begin SEO with the goal of ranking for the most relevant keywords for their business. For instance, if you sell baby diapers, you would love to show up on the top of the search results for the keyword phrases “baby diapers ”.
However, that’s a difficult goal to achieve.
Instead, you can aim to rank for long-tail keywords – longer, specific keywords that are highly relevant and easier to rank for.
Although long-tail keywords are important for your SEO strategy, they are not as easy to incorporate in your product pages. But they are the perfect fit for a blog post.
If you are looking to rank for long-tail keywords like “baby diapers small size,” the best way to go about it is to write a blog post on that topic. When people use that search phrase, they are looking for more information as they are not completely sure how business blogging can help them.
Establish Industry Authority
When you blog about newsworthy topics relevant to your industry, your readers will perceive your business as a thought leader. With a blog, your business gets a voice. You also get the opportunity to establish your expertise.
By consistently creating content that helps your target readers, you become an authority in their eyes. And this can prove extremely beneficial for your sales and service departments.
Easier to Get Backlinks
Google sees backlinks as a signal of authority. When more and more sites link back to a site, Google considers that as a signal of authority and trustworthiness. But getting backlinks is the most difficult part of SEO.
A blog can make the task much easier.
By consistently adding blog posts, you are filling your site with loads of valuable information. If your website has great content that is worth linking to, third-party websites will point to your site when they want to point their readers to some valuable information on related topics.
A HubSpot study found that businesses that have a blog earn as much as 97% more inbound links compared to those that don’t have a blog.
Although there are many ways to build backlinks, one effective strategy is to create a stellar quality post on a topic that other people have already tried their hands at and then do an outreach campaign to sites that have linked to blogs on that topic.
Starting a business blog is one of the best decisions you’ll make as far as your SEO strategy is concerned. If you do not have the time or the resources to consistently maintain a blog, delegate blogging to the copywriting team at BWG. With years of experience in business blogging, our writers can write for a range of industries including technology, medical, manufacturing, professional services, B2B, B2C and more.
Get in touch with us today to discuss your business blogging needs.
When you want to get your website in front of your target audience, you must focus on improving your rankings for your target keywords. There are several fantastic free tools that can help improve your rankings in search engine results pages (SERPs) – and Google Search Console (formerly Google Webmaster Tools) is one of the best.
While most business owners with websites are aware of Google Analytics, not many have heard of Google Search Console. In essence, it’s your control panel where you can monitor and direct how Google views your website.
For instance, let’s assume you removed a page and forgot to redirect the URL. The next time Google’s spiders crawl your site, GSC will notify you if there’s a 404 error. This alert tells you exactly where you need to add a redirect.
In essence, Google Search Console helps ensure your visitors don’t leave or bounce your website. GSC enables you to offer a better user experience to your visitors and to perform an array of SEO tasks.
If you are still not sure why you need Google Search Console, here are some ways it can help your business:
Keep a Tab on the Progress of Your Content Marketing Strategy
Head to Content Keywords reports in Google Search Console and you will know the most common keywords on your website as identified by Googlebot, the search engine giant’s web crawling bot.
This is a fantastic feature you can use to assess the progress of your content marketing efforts. By knowing whether a specific strategy is working, you can steer your content marketing efforts in the right direction.
Compare this list against your own list of keywords to identify discrepancies/contradictions if any. If a specific keyword has a higher (or lower) significance than you intended, it’s time to update the content.
Know Where Your Visitors are Coming From
If you serve a specific country, it’s important to gain traffic from that specific geographic region than any other location. Google Search Console provides precious data about your visitors’ location, so you can ensure you are targeting the right people.
Click on the Search Analytics bar and choose Countries from the menu.
Now you will see the clicks received from each country, in descending order. You can choose to view the results by click-through rate, impressions or even search ranking position.
Monitor Your Click-through Rate (CTR)
We highly recommend keeping tabs on your CTR. Any huge movement is critical. If the CTR has gone down, but impressions have increased, it means you are ranking for more keywords. So the average CTR has come down.
However, if the CTR has increased and so have the impressions, it means you have lost keywords. If both your impressions and CTR are up, you are on the right track!
Learn Which Websites Link to You
This is critical information when you are focused on improving your search engine rankings. Backlinks are a huge ranking factor, so every link pointing to your website is a signal to the search engines that your content is useful and trustworthy.
Generally speaking, the more backlinks you have, the better it is for your website. Of course, quality is important too. One link from an authority website is much better than two links from sites with low authority.
Head over to the left-side menu and click Links to Your Site under Search Traffic.
You will see a list of all sites that are pointing a link to your website. You will also see a list of all the pages on your site that have the most backlinks.
Under the section titled “How your data is linked”, you can even see the most common anchor text used by people linking to your website.
Find Website Security Issues
Whether your business is big or small, if your website gets hacked, it can affect your business in many ways. Sensitive customer data may be compromised, you may lose sales for as long as your site is down (especially if it’s an eCommerce website), lose your reputation or lose search engine rankings among other things.
Google Search Console offers an easy and quick update if your website has security issues that you must know about. From the left-side menu, click on the Security Issues option.
If there’s nothing to worry about, the Console will tell you so. And if there’s an issue that needs your attention, you will have all the details you’ll need to find out how to fix it.
Sync with Google Analytics
Google Analytics helps track and report your website traffic. If you are not already using it for your business website, we highly recommend you do so at the earliest.
Google Search Console works in tandem with Google Analytics and it’s easy to sync them together so you can view your GSC data right from the Google Analytics reports.
They may sound very similar, but there are some key differences. Whereas Google Analytics provides insight into the total interest or number for a given keyword, Google Search Console shows you the most commonly used keywords on your website.
Another critical difference is that while Google Analytics tells you if leads are converting, Google Search Console shows you why they are (or aren’t) converting.
The Google Search Console is completely free and it offers a lot of useful information that you can use to give the much-needed boost to your digital marketing strategy to improve leads and conversions.
It offers a transparent view of your website’s SEO health from the search users’ perspective. When you fix any issues, your site is sure to enjoy improved rankings, eventually gaining more traffic, leads and sales. Be sure to log in to your Google Search Console account regularly to assess your Search Analytics and customise your SEO strategy accordingly.
Every marketer wants to make the most of their ad spend. Naturally, we all want to increase conversions and keep spending low. This paradox of growing your client base whilst spending less on ads can sound impractical. Impossible even.
Fortunately, there’s a performance indicator that hits the middle ground – return on investment (ROI).
If you, like many other Google Ads marketers, are looking for ways to improve your return on investment from Google Ads, you’re in luck. In this post, we will share our top 5 tips to raise your ROI.
Use Negative Keywords
Negative keywords are search phrases you could add to your ad campaign to filter out irrelevant traffic. When you create a list of negative keywords, Google will no longer trigger your ad when users search for these terms, which ensures your ad shows up only for highly relevant, targeted searches.
By doing this you can reduce wasted ad spend on irrelevant clicks and traffic that won’t ever convert. Negative keywords are also a great way to boost the CTR (click-through rate) of your ads, which will improve your ROI.
Be sure to update your negative keyword list proactively by keeping track of keywords that bring irrelevant traffic. Some negative keywords you can begin to include in your list include:
Jobs (unless your ads are for recruitment)
Tips/Tricks/Hacks (unless you are advertising a video or a blog post)
Turn Off Automatic Audience Targeting Expansion
It’s important to pay attention to some automatic features Google enables when setting up an Ads display campaign.
When you set up a Google display campaign targeting a predefined audience, Google offers you the option (chosen by default) to automatically expand the reach beyond the list provided to them.
Although this strategy can prove successful, this default feature won’t offer any value unless you are using a huge audience list.
If you are setting up new campaigns or working from smaller lists and allow Google to expand its reach by default you will likely spend 2x or 3x more without boosting your revenue.
Understand the Importance of Quality Score
The ROI of your PPC campaign can depend, to a great deal, on your quality score.
If you offer a low-quality experience, Google doesn’t want to display your ads. By raising your cost per click, they are essentially asking you to do either pause your ads (as they don’t make any financial sense) or improve your user experience.
Here are the aspects that Google looks at to determine your quality score:
Click-through rate – If your ads show up for the keywords you bid for, and only a few people click, it looks like your ads are irrelevant.
The relevance of a keyword to its ad group
The performance of your landing page – Google relies on analytics to assess how users respond to your landing page. If they find your landing pages don’t convert most of the traffic from their ads, you are likely to receive a poor score.
The relevance of your ad text to users’ searches – If people are not clicking on your ads, Google has a reason to believe that your ads are not relevant. Or perhaps they click and bounce off of your page because there’s a mismatch between what you offered and what they saw on the page.
Google will consider these aspects to rate your ads on a scale of 1 to 10 where 10 is best and 1 is a catastrophe.
Even after you’ve updated your user experience, your quality score won’t improve overnight. Google is judging by your past poor performance. For an updated score, they must be sure you have really improved the user experience.
If you find your campaign is performing poorly, it’s best to resolve this situation the soonest.
So how does quality score relate to ROI for your Google Ads?
If your quality score is 7 or greater, you will get a discount compared to others. This discount can reduce your cost by as much as 50%. Your ads would get better placement.
On the other hand, if your score is 6, the cost will rise slightly. If the score is 2 or 1, getting a good ROI on your Google Ads is next to impossible. You may end up paying as high as 400% more compared to those who have a decent quality score.
Target Audience by Income Level
When setting up your PPC ads, the first question you should be asking yourself is – who can afford my products/services?
When you know who to target, half your battle is won already.
So how does income filtering helps improve your Google Ads ROI?
When you take the time to identify who is buying, the effects will trickle down not only to your ROI. When your sales team spends less time providing quotations (be it in person or over the phone), it reduces your overheads as well as the strain on your human resources.
Likewise, when your sales team spends most of their time on quality leads (instead of chasing bad leads), they will be able to make the most of their time and you can divert your sales budget to better, more experienced salespersons, which will again translate to better lead-closure rate.
Use Google Ads Extensions
You can supercharge your ROI by using Google Ads extensions to your advantage. With extensions, your ads will show with added features that make them more ap0ealing to your audience. Some of the best extensions include:
Location – This extension shows your address to your audience.
Calls – Add a call button so viewers can click on it to reach you instantly.
Reviews – Displays customer reviews to establish social proof.
Callouts – Show pop-up notifications for promotional offers.
Site links – Add a link to your landing page.
Google Ads is an excellent tool that every business should leverage to boost sales and revenue. However, sometimes, making the most of your Google Ads campaign might not be straightforward. These five techniques can help you see a better ROI on your Google Ads campaign.
Schedule a free consultation with our PPC specialists to see how we can reduce wasted ad spend and improve your ROI in no time.
85% of consumers search online before deciding to make a purchase. A lot of times, your website is the first touchpoint your customers have about your business and products/services. The kind of impression they have will determine whether they will do business with you or not.
So what makes a website great? Videos, content and images are all critical aspects but there’s more, right?
For instance, 79% of visitors scan websites, so if your website is not scannable, it won’t engage your visitors. Credibility is another important aspect. And the list goes on!
There are several little things that go together to make a good website. Here are the crucial elements of a quality website:
Your website’s visitors are there looking for information. The reality is that today’s online users are impatient and distracted. They will leave your site instantly if they can’t find what they are after, can’t comprehend how to use your site’s functions or are simply unimpressed by your site.
For instance, a site offering a wide range of products must have an effective search function, a product catalogue and a user-friendly e-commerce shopping cart.
Moreover, a responsive, welcoming website will mean visitors can have a seamless experience no matter the size of their device.
A website that’s built on a well-planned wireframe will also be compatible with all types of browsers and mobile devices.
Overall Design and Visual Appeal
Your website’s layout is one of the most important components. First impressions are crucial, so you want to impress your visitors as soon as they land on your site.
This means the design must be familiar, simple, clean, intuitive and accessible. Use lots of whitespace to give the elements of your website breathing space and use grid-based designs to keep the design elements organised and clutter-free.
Every design element on your website must fall in line with the visual hierarchy you are aiming for.
Images and Video
Be sure to include images or videos in every new page/blog post your publish. Websites with images and videos are far more successful at engaging visitors and even have better rankings in Google.
Professional photography, graphics or icons complement the website copy. However, ensure the images complement each other as well as the brand image you want to create.
Your visitors will ultimately decide whether or not your website is a success. A user-focused website is one that’s accessible and functional at the same time.
Many business owners become distracted by their specific expectations for the website that they forget about the needs and wants of their target customers.
As your designer, our job is to keep everyone happy and satisfied. And that can sometimes mean offering sound advice and to remind our clients that they are veering off the path from what their site must be achieving.
Site navigation might not seem like an important element to pay attention to. That’s a mistake!
Visitors should be able to find the information they are after effortlessly. They shouldn’t have to struggle. The menu options must be limited so they don’t feel overwhelmed by the sheer number of options.
Page Load Speed
The sooner your website loads, the higher the conversion rates would be. It’s as simple as that!
Do not settle for the cheapest web hosting service or web design agency you can find. You are going to get what you pay for.
Paying a little extra can mean you will avoid technical difficulties and ensure your website loads quickly every time.
Testimonials and Reviews
Displaying customer reviews and testimonials creates social proof. This holds true if you get a testimonial from someone who’s an industry expert.
You must also dedicate a section on your site where customers can leave their reviews easily.
Although good reviews are what you are aiming for, some negative comments might even boost your credibility. If all customer feedback on your site is positive, it may seem fake.
Be sure to interact with every customer who leaves a review. It helps build your credibility as a professional business that’s not shy of accepting mistakes and is committed to making improvements.
Your Contact Information
This goes without saying but you would be surprised to know how many business owners skip this part. We come across several websites that do not provide any contact information.
Not displaying contact information can work against you! Visitors may find your business sketchy and may hesitate to do business with you. You may lose their trust.
Be sure to place the following information on your website:
Links to social media profiles
Creating well-written, engaging and useful content is one of the most important components of building a good website.
Quality content is purposeful, original and delivers value. It is also optimised so that search engines and people are driven to view, read and share your content.
Focus on creating nothing but the best quality content. It will go a long way in boosting your search engine rankings whilst delighting your audience.
All of these components must be in place when you want to build a quality website. When your goal is to impress visitors, engage them, convert them and have them come back for more, you cannot skimp out on these important aspects.
If your website looks untrustworthy or incomplete, it can dramatically affect your traffic and conversions.
If you are looking to build a new website for your business, get in touch with BWG today. Our team of professional web designers will take the time to understand your requirements to build a stunning website for you. Whether you want a brochure website, booking website or an e-commerce website, we’ve got you covered.
One common question business owners ask when considering a PPC campaign is: “how do I know if Google ads will work for my business?”
We could simply say yes, but it’s not as simple as that.
We answer that question in this post by walking you through the various steps you should take to identify if Google Ads are a good fit for your business.
Google is the most popular search engine, connecting businesses with people looking for a product/service.
Here are the four critical steps you should take to determine whether Google Ads are good for your business.
Step 1 – Assess Your Budget, Offering and Time Constraints
A huge hurdle facing businesses using Google Ads is budget.
Can I afford this? Will I be wasting my money?
This can be traced back to loss aversion theory – we would rather keep our money safe than risking it for equal gains.
But Google Ads can offer some stellar results, and you can expect to see your ROI doubling.
Assess your budget
Begin your research by assessing the average CPC (cost per click) in your industry and benchmarking that with conversion rates.
This will tell you how much you would end up sending in any given month and what kind of returns to expect.
Let’s say the CPC is $1.38 and the CVR is 2.77%. This means you would need 36 clicks to get one conversion. That would cost $50 to generate one conversion.
Understand the time constraints
It’s time to identify how much time you have on hand. Do you have a team that can handle your Google Ads account? Can you outsource it cost-effectively?
Managing Google Ads is a time-intensive task. Assess the amount of time you have to manage ad campaigns. Don’t forget to account for a few hours every week you must spend on maintaining your campaigns.
Are your products/services right for Google Ads?
Now, it’s time to determine if your offering is ideal for Google Ads. Is your product/service easy to sell online? Is it a product that sells better with photos? Is it virtual software?
Although the Google Ads platform is a good fit for most products – there are many other platforms you can consider including Instagram, Facebook, Twitter, Bing and LinkedIn among others.
Step 2 – Identify the Traffic Potential by Doing Keyword Research
As mentioned before, you must set aside time to manage Google Ads. It can take a few weeks to get your account ready for success, not to forget the daily and weekly chores such as adjusting budgets, creating new ads, testing new designs, adding negative keywords and scouting new keywords.
One way to find out if Google Ads will work for your business is to carry out keyword research. With keyword research, you can see how many people search for your product and determine whether it will be worth your while.
If, for instance, only 15 people search for your keyword each month, the time and effort that you need to put in may not be worth it.
However, if the search volume is high, it means that people are actively searching for your products/services.
Step 3 – Do Competitor Search
Competitor research is a wonderful way to discover if your competitors are creating ads for your target keywords.
If competing businesses are bidding on those search terms, they are likely generating some revenue. By doing nothing, you are simp0ly letting them reap dividends without giving a friendly competition. And that’s one mistake you might regret.
Moreover, competitor research will provide some insightful data about how much a business is spending on Google Ads.
This will give you a good idea about the kind of budget you will need.
Start by visiting Google. Look up your target keywords to see if any ads are running currently, to find out if any of your direct competitors are active.
If you do find any competitors bidding for terms you are interested in, head over to SpyFu. Simply enter your competitor’s URL and you will get a detailed report on their keywords, their monthly sp0end and their ad copies.
This nifty little tool will help you discover the keywords your competitors are bidding for. The information about budget will give you an idea of how much you must spend to compete with them.
Step 4 – Find a Network that’s Right for Your Business
According to the Economic Impact Report by Google, marketers on Google Ads generate about $2 for each $1 they spent.
With Google Ads, you can expect to double your investment.
But how does the Google Ads platform manage to deliver such a high ROI?
That’s perhaps because the Google Ads platform offers countless advertising options. From audience customisation and different targeting to retargeting and multiple ad types, Google Ads offer something for every type of business to help boost their sales.
Looking to expand your lead generation strategy? Need something to complement your email marketing efforts?
Google has you covered with Gmail ad campaigns.
Perhaps you have a virtual product and you want to offer a product demo? Consider opting for TrueView ads in Google Ads!
The point is that Google Ads offer an an array of methods, ways and mediums for you to choose from. Whether you want to do A/B testing, explore various ad options or want to find something that suits your budget, Google Ads offer something for every type of business.
Start with a small budget and test the platform. Run multiple ad campaigns and look at the kind of results you are able to generate.
That’s the only way to see how well Google Ads work for your business.
Google Ads are an excellent way to generate traffic, leads and revenue for any business. But knowing if the platform is the right fit for your business isn’t simple.
Follow this 4-step approach to find the answers.
Start small and test the waters. After all, you’ve got nothing to lose. In fact, you only have everything to gain.
Need help setting up a stellar Google Ads campaign? Contact us today to discuss your project.