Despite advanced tools, A/B testing, and years of experience, most search marketers are optimizing on incomplete data. If you’re not accounting for offline conversions — like phone calls — you’re missing an entire class of data required to optimize paid search campaigns, more accurately measure ROI, and prove your search budget. According to BIA/Kelsey, calls to businesses from mobile devices will reach 162 billion by 2019. This is more than double the roughly 77 billion calls generated last year from mobile devices. With the rise in mobile device usage, and particularly mobile search, digital marketing is driving phone calls. In fact, Invoca’s analysis of 32 million phone calls found that more than half of all calls (54 percent) stem from engagement on a mobile device. Mobile search marketing is the top driver, responsible for 45 percent of inbound phone calls. Buyers often need to speak to a sales rep during their path to buy, and while prospects … [Read more...] about 5 Steps for Optimizing Paid Search ROI with Calls
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The very name "Search Engine Optimization" would seem to answer the question of who marketers are optimizing their site for. All the great advice you get about getting your pages indexed and finding which keywords are used in the search engines and optimizing your content to be found by the search engines--it's all search engines all the time. Or is it? At some point, you need to ask yourself why you are doing all of this. Don't get me wrong. I agree with all the advice about how to make your site appeal to search engines--I have written about it for years in blogs and books and magazine articles and anywhere else someone will read what I have to say. So, I'm not telling you to forget all that advice. I'm telling you that there is more that you need to do. Image by Danard Vincente via Flickr Too often, we treat our Web sites as though they exist as an end in themselves. The pages are there, the messages are there, the content is there--search marketing is about taking what's there … [Read more...] about Are You Optimizing for Search Engines or for Customers?
Here at Hanapin, we have a monthly training day. We shut down the office and all the account managers spend the morning researching and learning new tricks and techniques, which we teach to each other later in the afternoon. This month, we spent some time diving into the exciting world of Google Search Partners, and I wanted to share some of the insights our team came up with. What Are Google Search Partners? When it comes to buying clicks from Google AdWords, the Search Partner network remains one of the least transparent and hardest to optimize areas to work with. The official Google help page for Search Partners is pretty vague about exactly what you get from Search Partner traffic: “On our search partners, your ads can appear on search results pages, on site directory pages, or on other pages related to the person’s search.” In layman’s terms, depending on how liberal Google want to be with “other pages related to the person’s search,” you … [Read more...] about How To Understand And Optimize AdWords Search Partners Data
When people think about search engine optimization, they usually want to know how to make their site rank higher in Google. Every business has a website and Google is responsible for two-thirds of all searches online... so if you're going to rank for one search engine, it should be Google.But Google isn't the only search engine that people use, and it's not the only one worth optimizing for -- especially if you serve a particular niche or operate within a certain industry that may generate traffic from another angle.Alternatives for OptimizationDepending on your line of work, you might wish to include these search alternatives in your optimization strategy:1. Amazon.As BigCommerce explains, Amazon's number-one goal is to make buyers happy -- which means giving them more of what they want, and a better experience overall. To begin with, how you optimize your product listings plays a huge role in how you'll turn up in search. Make sure to fill out all categories, tags, titles, and … [Read more...] about 6 Ways to Optimize for Searches Other Than Google
Google will never explicitly tell us the specifics of the “more than 200 signals” their algorithm uses to rank a page.Other than implementing what is commonly referred to as “SEO best practices,” we’re left dependent on a couple of things:SEO & ContextWhen we see a ranking position change (e.g., a competitor moving above us in the SERPs, our site outranking a competitor, or a page becoming visible for a new set of keywords), we need to try and tie that back to a specific change or changes.We need to contextualize it.This could be as a result of:Or it could be due to a competitor launching a set of new pages.Whatever the reason might be, the closer we can get to pinpointing ranking movements to a specific set of changes, the more focused we can be with our SEO strategy.SEO & CluesIf we’re talking about clues that help us understand ranking, what better place is there to start than the search results pages?They are, after all, the clearest … [Read more...] about How to Scrape SERPs to Optimize for Search Intent