Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the best and most helpful articles from across the web. We’re looking at how to adjust your PPC campaign for seasonality, as well as SEO myths to ditch, and how to write content that triggers a psychological reaction. We’re also looking at some facts about CRO that will help you boost your conversion rate, as well as how to rank for search engines outside of Google.
Changing seasons can have a big impact on your PPC campaign. Adapting to these changes requires a bit of research into your sales history and campaign reports. Once you’ve determined how seasonality affects your conversion rate, you can implement some new tactics to create a more enduring campaign. Adjusting ad text and keywords to make them more personal and relevant to seasonal trends, such as holiday sales, planning a season ahead and increasing your budget to match increased holiday-induced impressions are all ways to boost your PPC campaign. You might also want to consider adding deal-countdowns to landing pages and organizing your campaigns by ad group.
Differentiating facts from myths will help you to better understand which SEO tactics are most effective. This article dissects some of the most common SEO myths circulating in 2016, with the most widely spread myth claiming SEO is dead. However, search engines are only becoming more advanced, and SEO remains a crucial tactic to increase SERP and traffic. SEO isn’t just about adding keywords and ranking first on search engines, but about relevance and engagement. As well, image and mobile optimisation, link building, social media and local SEO remain important tactics. Joining SEO with quality content and keeping your strategy adaptable are also still key aspects of SEO.
When you combine psychology with content marketing, you can achieve some great results. Understanding how content triggers a reaction in your audience can help you to write a more effective campaign. Creating authority in your content through data, guest-blogging, research, awards and more is one psychological trigger to consider. As well, you can create reliability by putting a face to your business on your website or social media, and you can further trigger a reaction in readers by writing emotionally-driven content – most popularly based in positivity, awe, anger, fear and anxiety. Finding a common enemy with your audience and triggering reciprocity with carrot content are also ways to engage your audience.
Conversion rate optimization (CRO) has typically been on-page driven. However, there are many other avenues to increase CRO that you might not have considered. This article explains that the classic A/B test for web pages is still important but shouldn’t be a huge factor in your growth plan. As well, despite increased attention on CRO, conversion rates have remained the same. Some ways to increase conversion rate is to implement tactics to increase your click-through rate, increase brand awareness, use remarketing strategies and remarketing lists for search ads, change your offers and use video ads.
While Google is a crucial platform to reach your target market, increase traffic and build leads, you shouldn’t put all your eggs in one basket. Optimizing your SEO for multiple search channels ensures your strategies won’t go to waste in the event of an algorithm update or a mistake in your SERP. With other search engines like Bing and Yahoo on the rise, it’s important to update your strategy. Bing and other search engines’ algorithms aren’t as advanced as Google, so you’ll need to use meta keywords, prioritize on-page keywords, build your social influence and get backlinks from sources like Wikipedia, to name a few strategies.