Sign In

    Google Study: SEO Plus Search Advertising Equals More Clicks

    Last updated 2 years ago

    According to new research from Google, paid search ads increase clicks to your site, even if you have the number one organic listing on the search results page.  Google states that 50% of clicks on a business’ search ad are “incremental,” meaning they would not be replicated in the organic search results if your paid search ad did not appear on the page.  Even if your site frequently ranks at the top of the search engine results page, you can drive a significant lift in site visits by incorporating search engine advertising into your online marketing strategy.

    In addition, Google reported that 81% of the time, paid search ads appear without an organic listing, and 66% of ad clicks occur when there is no associated organic listing for the business on the page. Because there is no guarantee that your site will appear on page one of the organic search results, it’s imperative to employ a holistic Web presence strategy that includes both pay-per-click search engine advertising and search engine optimization (SEO) to drive traffic to your site.

    This infographic from Google shows the lift in clicks from the search engine results page when paid search ads appear in addition to organic listings. 

    This study illustrates how search engine advertising results in more clicks over search engine optimization alone, and why using both strategies will help you drive more traffic to your website. How is your business balancing search engine advertising and SEO to optimize your Web presence? 

    Tamara Weintraub helps equip small business owners with information about local online advertising, social media, and content marketing as a writer for the ReachLocal blog.

    Content Marketing: Why Telling Your Story Is Important for Your Small Business

    Last updated 2 years ago

    Your small business has a story to tell. Are you sharing it? 
     
    According to a recent study by the Content Marketing Institute (CMI), 60% of B2B marketers plan to increase their budgets on content marketing this year. The integration of storytelling and content marketing is now, more than ever, critical for retaining customers and attracting potential leads, according to Joe Pulizzi, CMI’s founder and executive director. This is largely due to the growing digitization of information, popularity of social media, and widespread access of the Internet on mobile and smartphones
     
    So, why is content marketing important for your small business? According to the infographic below, the main goals of content marketing include raising brand awareness, acquiring customers, generating leads, and promoting customer loyalty. As a small business owner competing in the digital age, these are important for growing your business and ultimately impact the bottom line.

    The way you tell your small business story through content marketing is as important as the story itself. Having a strategy can help you more effectively communicate your business story across different channels. And because you want others to share your story, listening and replying to what consumers are saying about your business is equally important for making sure your story doesn’t get lost in translation.  
     
    Where are you sharing your business story? Have you tried any of the tactics in the infographic above? Let us know in the comments! 
     
    About the Author
    Tara Banda writes about how small business owners can reach local customers through online marketing for the ReachLocal blog. You can connect with her on Twitter
     
    Related Articles

    Building Your Facebook Presence: If Your Fans Ran Your Facebook Page

    Last updated 2 years ago

    Why don’t I have more fans? Why aren’t my fans I do have liking what I say or leaving me comments? What’s going on here?!”
     
    Most small business owners have this conversation with themselves at some point, most often when they start to build their social presence online. And believe it or not, even the most trailblazing brands who have been on Facebook for a while have these thoughts from time to time. So, how do you get people to care about your brand’s Facebook page? By putting them in the driver’s seat! 
     
    Not literally, of course. Handing over your login information to your fans could quite possibly induce public relation nightmares. What we mean is this: look at your Facebook page from the perspective of your fans to help you learn how to boost engagement.  
     
    To help you do just that, here’s a glimpse at what your fans might tell you about running your Facebook page: 

    1) “I want to see information that’s useful or interesting to me.”
    One of the most important qualities your brand page should have is relevance to your audience. Make sure you’re posting a range of information that’s related to your industry but also really gets fans engaged. Not sure what will work? Look at things you’ve posted that have received a lot of likes or comments. And, consider asking your fans directly what kinds of information interests them. Facebook is a communications channel, after all! Also, keep the CARE formula in mind:

    • Connect – Ultimately, your business page should communicate the life of your brand and what your business is about. That is, after all, why fans like your page. Communicating information that aligns with your purpose is even more important considering that fans who engage with brands through social media develop an emotional loyalty to the brand and spend more on products and services. So, make sure you’re building a connection between your business and your fans.
       
    • Appreciate – Just like you love seeing 5-star reviews or comments about how terrific your business is, your fans like to feel appreciated, too. From small “Thank You” posts publicly displaying your gratitude for your fans and for their support, to “Surprise and Delight” gifts or offers, rewarding your Facebook fans is a great way to communicate your appreciation, build relationships, and encourage positive conversation about your brand.
       
    • RespondYou may post a clever question, an inspiring quote, or a fantastic deal that generates a lot of likes, comments, and shares. However, it’s also important to respond to fans who are engaging on your page. If your fans don’t see you joining the conversation happening on your page, it could make you look inattentive. So, when fans are engaging with your content, respond on the thread. And, when a fan posts directly to your wall, make sure to reply publicly - even a simple “Thanks for the feedback” shows you are listening to your fans. If a wall post requires more in-depth follow up, consider asking the poster to contact you privately so you can discuss the details of their post. 
       
    • Entertain – Posting questions, videos, pictures, and links are all simple ways you can entertain your fans and keep them engaged with your brand. In addition, the milestone feature in the new Facebook Timeline layout provides an opportunity to tell your brand’s history, big moments, and share a captivating story.

    2) “I thought spam was only for email.” 
    Are you guilty of brand spam on your Facebook page? If you are posting 10 times per day and fans aren’t engaging, chances are you should reconsider your posting strategy. Not only can posting too often with no engagement hurt your EdgeRank score, the Facebook algorithm that determines how well content performs in the Facebook feed, it can also cause people to unfollow your brand. Instead, try posting once a day or a few times a week and gauge the responsiveness and increase your posting strategy according to the types of content, days, and times you see the most engagement. Have an important announcement or limited-time offer that you may want to share without being repetitive? You can now “Pin” the status to the top of your Timeline profile where it will stay for seven days, or until you pin a new post. 
     
    3) “I like Facebook with breakfast.” 
    Recent studies show that articles posted online, including those shared on social sites, had on average the most visibility during the morning, specifically between 5-8 a.m. and 11 a.m.–1 p.m. local time. What does this tell us? People enjoy a side of social media with their breakfast and lunch. So, try scheduling some posts or sharing some links to Facebook during the morning to see if this increases your engagement rates. Again, since every Facebook page has a unique fan base, make sure you’re tailoring your posting strategy to the times people are actually engaging with your brand. 
     
    It’s also important to learn what your Facebook fans want from your brand by asking them. Fans can be very receptive to providing feedback when you ask for it, and they may give you ideas for content that you hadn’t thought of. 
     
    Have you identified Facebook strategies that work for your small business? What kind of insight have you received from your fans? We’d love to hear them! Feel free to share your experiences in the comments, or share them on our Facebook page
     
    Learn More
    If you are interested in learning more about how our ReachCast service can partner your small business with an expert Web Presence Professional who will help your leverage social media for your small business, feel free to contact us.
     
    About the Author
    Tara Banda writes about how small business owners can reach local customers through online marketing for the ReachLocal blog. You can connect with her on Twitter
     

    ReachLocal Reviews: Online Marketing Drives Results for Schools and Universities [Videos]

    Last updated 2 years ago

    At ReachLocal, we’re proud and excited to help local businesses of all types, and recently, we’ve seen many successes from the education industry – from universities, to financial training companies, to cosmetology schools.   Watch some of our latest video testimonials to discover results these clients have achieved with ReachLocal online marketing.

    Business college uses Web marketing to reach out to student community.

    "I would definitely recommend ReachLocal to another business, and I already have, because the results have been tremendous. To have our leads double in just a year's time; those results are undeniable." -Amanda Artim, Director of Admissions

    University gets more prospective students through online advertising.

    "Right now we're running display, we're running Facebook ads, we're doing keyword search, and all those things together, we're seeing huge results. They have a great product, and I have great support." -David Matayoshi, Communications & Marketing

    Financial training company sees increase in sales from search engine advertising.

    “Using ReachSearch has helped us acquire more students online, mainly through the more effective use of our dollars. As we’ve grown our campaign, we’ve been able to expand it into some other metro areas, which has resulted in an increase in sales.” – Al Riddick, Business Development and Client Services

    Cosmetic school receives calls, walk-ins, and form submissions from search engine advertising.

    "We have several walk-ins per day saying that they found us online for make-up schools on Google. We actually monitor the amount of forms that are submitted through our online advertising. We have several new phone calls throughout the day, students saying they found us online. We're very happy about that."  -Ruby Polanco, Owner

    To see what other clients are saying about ReachLocal, visit reachlocal.com/reviews or our check out our ReachLocal reviews playlist on YouTube.

    Tamara Weintraub helps equip small business owners with information about local online advertising, social media, and content marketing as a writer for the ReachLocal blog.

    The Facebook Timeline Switch: A Checklist for Small Business Brands

    Last updated 2 years ago

    It’s the end of the world as we know it. Well, not exactly, but it is the end of how small businesses have come to know their Facebook brand pages. On March 30, Facebook will automatically update all brand pages to the new “Timeline” layout, whether the brand page is optimized for transition or not. But, unlike the anticipation for Y2K (what a bust!), preparing a Facebook page for the Timeline switch can be done in just a few steps with our Facebook Timeline Checklist.

     
    At last count, only about eight million of the 37 million brand pages on Facebook have made the switch to Timeline. As the deadline to transition gets closer, more companies are beginning to publish their branded Timeline pages, leveraging the updated design to display creative cover images and using the new content tools to tell stories about their company history. With this checklist and a few new tools to help with image resizing, you too can create an engaging and creative brand page that showcases your small business.
     
    It’s not all just about having a great-looking page, though. These new changes will give small business owners the chance to better understand customers and connect with them in a way that builds trust and potentially influences transactions. From better delivering relevant and usable content, to offering new tools for monitoring social presence, to improving customer service, Timeline provides a new way to reach local customers through Facebook. 
     
    Have you made the switch to Timeline yet? If you have, or if you have any examples of Timeline brand pages that you think “get it,” share them with us in the comments! 
     
    The countdown is on, so what are you waiting for? Snag a copy of our checklist and get started updating your page before March 30! 
     
    About the Author
     
    Tara Banda writes about how small business owners can reach local customers through online marketing for the ReachLocal blog. You can connect with her on Twitter
     
    Related Articles

Follow Me on Pinterest
Do you like ReachLocal?
Like us on Facebook





Links

  • Recent Posts
    • Loading posts... Spinner
  • View All
  • Recent Comments
    • Loading comments... Spinner
  • Popular Tags
    • Loading tags... Spinner