Internet Marketing April 18th, 2017
Hello and Happy Tuesday!
This week in Internet marketing, we’ve gathered some of the best and most interesting articles from across the web. We’re looking at how to write an about page, as well as SEO tips for launching a new site, and common mobile SEO mistakes. We’re also looking at how to elicit Facebook reactions, and common questions about ads in Google’s 3-pack.
Creating an about page on your website offers a multitude of benefits to your digital marketing strategy. An about page can help you to easily move users through the sales funnel, and improve your organic ranking. Your about page should strike a balance between talking about your company and talking to your customers. If a user is looking at your about page, it’s likely that they are at an earlier stage in the sales funnel. Create a compelling headline that makes the benefits of your products or services clear to the user. Be authentic in your language and avoid technical jargon. Additionally, include a brief backstory about your company and what distinguishes you from the competition. Make your company’s values clear, and be sure to answer the user’s questions — for example, a user might ask “What’s in it for me?”
Before your new website goes live, it’s important to make sure it’s SEO-friendly. Perform keyword research and match targeted keywords to URLs across your site, and ensure your site is optimized for user experience — your pages and content should be easily accessible and the user experience should be seamless across all devices. Your website should also be equipped with the right tracking tools, including remarketing and website analytics. Mostly importantly, establish a link outreach plan to amplify your website launch. Identify and reach out to people who can talk about your launch and link back to your new site, and update all information from your email signature to your social profile. Lastly, if you’ve contributed content in the past, reach out to those publishers and request they link to your new site.
Mobile SEO is quickly becoming one of the most important digital marketing strategies. This article outlines some of the most common mistakes you should avoid if you want to improve your organic ranking and drive traffic. To keep your mobile site speed fast, compress images, limit redirects and use a clean website design, to name a few solutions. Make sure your website is free of blocked files so that Google can crawl your pages, and avoid interstitials that lead to a poor user experience. Fix any faulty redirects and mobile 404 errors, and use a website design that is responsive — and avoid illegible or small fonts.
Facebook reactions are used to shape news feeds — and therefore, posts with plenty of reactions receive higher visibility. But how do you create content that elicits a reaction? Facebook users are more likely to use the love emoji, and more frequently share content they love. However, it’s important to provide context for highly emotional content. Create a Facebook poll that requires the user to select a reaction, write content around trending topics, and prepare content in time for big holidays. Use controversial topics cautiously, and analyze reactions to improve future posts. All of these tips will help you to measure the emotional reaction of your audience and generate engagement on your posts.
Ads are increasingly appearing in Google’s mobile 3-pack. This article answers some of the most common questions related to this latest update. Currently, these ads are presented as the first listing, making the 3-pack a 4-pack — one ad and three organic listings. These ads are distinguished by Google’s green “Ad” icon, and are only visible for targeted keywords. Additionally, these ads appear to be showing up in surrounding cities and for branded keywords. However, the name on the listing can’t be changed — it will appear as the name on your Google My Business listing. Lastly, your paid search ads can still appear, meaning you could potentially appear three times — once in the search engine ranking page’s paid portion and twice in Google’s 3-pack.