Author Archives: Dallas / Fort Worth SEO

How To Track Google My Business Clicks (And Why You Should)

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When establishing an online presence for our business, we try to make the best possible decisions. Unfortunately, Google doesn’t always give us the necessary data or it delivers it in a format that isn’t the easiest to use.

This is absolutely the case with the data that Google provides in the Insights section of the Google My Business dashboard. Finding out the rankings of your company is great, but tracking the clicks from the listing itself is vital information to know.

Google Insights gives a little bit of the data, but it isn’t the most reliable source there is. Even if it was reliable, it doesn’t include a breakdown by keyword; information that would be vital to any business online. But there is a way to begin tracking your GMB click data.

GMB URL Maker

Tracking Traffic in Google My Business

While there are a number of different ways to track through the GMB dashboard, the best way to record data is by adding a UTM code to the link that is in the listing. By doing this, you can get your information over to both Google Analytics and Search Console. Adding the UTM code allows us to record the number of clicks, but also the number of impressions and some associate keyword data.

Overall, this provides a lot more data than what Insights tend to give us and it only takes a few minutes to set up.

Setting up the UTM Codes for Tracking in the GMB Dashboard

It might sound complicated, but creating a UTM code is actually very easy. If you don’t know what a UTM tracking code is, they are basically extra parameters that get added to the end of a URL for tracking purposes. It doesn’t change the page, but it does let you see when that specific URL has been loaded.

To create a UTM code, you can use the Campaign URL Builder in the Google Developer Tools. Once you fill out the values in each of the appropriate fields, the tracking URL will be available in the box below the input area.

There is one important note: if you keep the ‘Campaign Source = google’ that generates automatically, it will automatically be grouped with collected data from Google that would be shown in Analytics.

Adding the UTM Tracking URL to your GMB dashboard

The next step is to add the URL that was just created to the listing. This is pretty easy to do. All you do is go into the info section of your Google My Business account dashboard. From there, click on ‘website’ and then add the URL into the field. You can also add a separate URL into the Appointment field.

Then, hit ‘apply’ and your new tracking URL is ready to go. That’s it! To verify that you have done everything properly, you can load up your Knowledge Panel in a generic Google search and then hover your mouse over the Website button. By doing this, you will be able to see the UTM link appear at the bottom corner of the window and you know that you are all set.

GMB Source Setup

Google My Business Data in the Search Console

The unfortunate part is that it takes a day or so before the data begins to appear in the Search Console. This might seem like an eternity, but it really isn’t that long. Once it begins to generate, you can find the data in any number of ways.

One of these ways is by using the new version of the Search Console. You go to the Performance tab and add a new Page filter. After that, type in ‘campaign’ in the field for URLs containing. You can actually type any word here that is in the string of the UTM that you have created, but ‘campaign’ will work for any of them if you have created more than one UTM URL.

From here, you will now be able to play around in the Search Console while looking only at the data collected for your Google My Business listing. This includes impressions and queries that have displayed your listing.

There is a bonus here: previously, if you had only ‘domain.com’ entered as your GMB URL, all the data would be lumped together with any of your normal organic display data. With the UTM added, you have effectively split the data and can explore GMB rankings and organic rankings separately. This also applies to the Search Console as well as Analytics.

After you complete this task once, and it should only take a few minutes, you are set. You can begin to reap the rewards of setting up that extra UTM tracking for as long as the listing lasts and you won’t have to alter the updated URL for really any reason until Google changes something that applies to it.

Being able to track clicks and organic data through the GMB and Analytics dashboard can really show you the strong points of your website, where to place emphasis, and what portions of your site are not getting as much action and need extra attention.

For the longest time, data through Google seemed to be helpful but not everyone really knew how to use it or what was missing. But now, with the ability to add these tracking URLs, anyone can see just where the clicks are being focused and the impact it is having on their website.

The tools are now at your fingertips to make the best use of this information and to best apply it to the betterment of your website. As Google continues to better understand how its data is tracked and how companies make use of that data, it will continue to be refined and more useful.

Gone are the days where all of your data was too generic and lumped together to make much of it; you can get all the organic data that you could possibly need to be successful and make your website the weapon that you always envisioned it being.

Posted: | Updated: Nov 9, 2019 | Categories: Uncategorized

How Machine Learning Will Impact SEO in 2020

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Optimizing search engines is an ever-changing thing and impacts the way that we find things online. What you might not be aware of is that machine learning is completely changing the way that we optimize those search engines. And, naturally, this will evolve over time as well as all things do.

Making the best use of Google’s Rank Brain algorithm is of the utmost importance and it is learning about SEO at a pretty rapid rate. Knowing what needs to be done to both analyze and adopt this new way of interacting online is important. Before proceeding, it is important to know just what machine learning is and what impact it will have.

What exactly is machine learning?

Before we can go further, we have to know what “machine learning” is. Machine learning is the way that we analyze data automatically using a specific type of analytical method. Artificial intelligence like this can learn about certain data patterns and ultimately make decisions without the guidance of human interaction.

Machine learning has actually been around for a long time, but it has just recently become much faster at analyzing and producing results from ever-growing volumes of data. Being able to process these massive amounts of data in short order can change the way that data is processed.

Google Rank Brain

Google developed this property in 2015 and it is an algorithm learning artificial intelligence system that gives the user more relevant search results than ever before. It works with Google’s AdWords and, in its beginning stages, was only initially applied to some searches. Today, it is applied to every single search that Google runs.

Google is always making updates and tweaking various parts of its overall business, but the Rank Brain is something that will have a tremendous impact on the vast majority of internet users, be it those who are just searching or those who run their own websites.

What does Rank Brain do?

Knowing what Rank Brain does can give users a little bit better of an idea of just how the search algorithms work and how Google parses through all of this data to give its users the most relevant search results. Rank Brain makes guesses from the phrase or word that the user enters to find other words or phrases that might also have that similar meaning and then it filters the results accordingly.

What this means is that the data is handled in a way that completely changes the way keywords and queries are used. The terms are sorted into distributed representations, which are also known as vectors. This means that the phrases or words that are closest to each other in terms of linguistic similarity are then grouped together.

What Rank Brain then does is it tries to map that query into terms or words that are the most likely to match that original search. This basically means that the machine is trying to guess what users mean when they are making a search and then it records and makes adaptations to the results in order to give the user a better overall search experience.

Being able to give users what they want in a shorter period of time means less wading through websites before finding what is ultimately relevant to your search. This is a huge change to the way that we search and how Google parses through those massive amounts of data.

What does it mean for the user and how can users adapt?

Whereas Google used to be dominated by keywords, Google’s Rank Brain has changed the way that businesses or blogs operate in order to get higher rankings on Google. Search Engine Optimization used to be a fairly simple thing, but now it has gotten to be a far more complicated process and users need to know how to optimize their website in the proper ways to ensure that it is shown in the right place and is relevant for the right searches.

Including a strong SEO strategy into your digital marketing campaign means learning to follow the new machine learning principles. Ranking highly in search results might not be as easy as it once was, but you are more likely to find your content featured when it is relevant to the search terms that are being used.

Getting into the minds of people who are using those search terms is the best way to get those people to visit your website; thinking about what those users are looking for and what they want should be how you determine what terms to take the most advantage of.

While it might not be as straightforward as it used to be, there are definitely things that can be done to boost your overall rankings and make your business more relevant in Google searches. Making sure that you adopt to the new machine learning SEO will make the difference between your business being relevant and disappearing entirely.

Making those snippets count

What you might not have realized is that your titles, meta descriptions, and URLs are all very important factors when determining your SEO. They are actually the first pieces of information that get looked at when those search results are generated.

When you update each of those, the subject should be clear and easy to understand. When you make it clear what your post, page, or website are about, the direct results will ultimately be in your favor. This is one of the biggest keys to standing out in a sea of competitors.

Click-through rates are one of the most important factors that there is when it comes to ranking. This is in contrast to the previous thought that content length, number of backlinks and other factors that were previously thought to be the biggest issues.

To improve your overall click-through rates, you need to make sure that your titles and descriptions are as concise as possible to make it easier for search users to find. Follow that up with useful content that is relevant for the end-user and you really have a searchable piece of content.

Focus on your keywords

When you have a clear message that you want to convey, your keywords should be a clear reflection of this. But you also have to make sure that you include other words that are associated with the keywords that you are using to be considered by Google when you return o search results.

Making sure those keywords are relevant to the content of the page or post are very important. You will also need to use those words in your image tags, descriptions, and other portions of the content on your website. But the thing is that it has to make sense to a person who reads it rather than being adapted for SEO.

Google is looking at the topic rather than the keyword itself and pages will rank higher organically when the content answers the search query the first time, which prevents users from bouncing back to the search results over and over again.

Keep your site up to date

Here’s the thing about SEO rankings: they are always evolving. Just because you have good results at the time that you create the page does not mean that those results will persist over time. If you don’t update your website on a regular basis, those page rankings will eventually slide.

Making sure your content is fresh and up to date is important so that it stays relevant to the readers of today. Letting the content on your website remain stagnant is a sure-fire way to make sure that new content will pass up your page in the search rankings.

Even if your business is a niche, you should make sure that you follow up with new content like blog posts or pictures that will both update and freshen the look of your website. Even improving the overall visual appearance of your website and modernizing the overall layout will help. Follow up on current trends, include high-quality pictures, and use infographics as well.

Using new and engaging content will also show the search engines that your site is not dormant and has both good and relevant information for the users who are generating the searches. It is also a great option to keep a blog on your website to help keep your site updated on a regular basis.

Make sure to do your research

Take a look at other websites that Google deems to be authoritative. Analyze what they do and mimic some of these aspects with your own website. This will help you learn the craft of getting your own content to rank higher in future searches.

This tactic will also help to make your website even more visible in search results related to your topic. Take a look at URLs, snippets, and how those sites entice their readers and engage them. Make your topic clear and concise and structure it to be useful and helpful.

These are all great keys to ensuring that your site stays relevant to both the user and the search results.

How Dallas Websites Can Rank For Featured Snippets

Featured Snippet Example Dallas

Google remains a giant because it is the go-to search engine for users worldwide. It also changes up their features constantly to ensure that rankings search for relevant keywords and deliver accurate search results. For your business, like one that is localized in the Dallas, TX area, you have to make sure that you are doing all you can to get those rankings from Google.

Along with keeping an eye on what your competition is doing, you have to make sure that you are doing your best to ensure that you are ranking highly in their snippets category. These featured snippets are the first thing that most people will see when they are searching for a specific word or phrase.

Snippets have become so popular because they will give the user the answers to the questions that they are searching for, but in ways that are quick, convenient, and far easier to read. Not having to click through to find anything that you’re looking for is a huge benefit.

Most of all, these snippets aren’t just helpful to your average user; they give marketers out there a chance to beat their competition, drive traffic to their website, and boost those all-important conversions. It has been proven that content with a featured snippet gets 2x higher of a click-through rate overall.

What exactly is a featured snippet?

You might not have even noticed them, but there are a ton of snippets from Google when you are searching for information as well as answers to the questions that you might have. The position that featured snippets give to some content is known as “position zero”.  This is because those featured snippets will take up the most space on a given search results page and are usually at the very top, too.

When you search for something on Google, it will answer your question using a snippet that contains the information about your question. It will display that snippet above all of the other links in the search results and will usually pull them right from the content that is already on page one, though it can pull them from some lower-ranking SERPs as well.

These featured snippets will make it easier than ever before to find the answers to your questions because it requires no clicking to view the relevant information. The answers in the snippet can display in paragraph form or with bullets as well.

So, how can you ensure that your business will get into those featured snippets and draw more traffic and conversions to your website? There are a few different types that you will definitely want to try.

Use Google as a way to uncover opportunities for snippets

Perhaps one of the best ways to find snippets that you can ultimately optimize content for is to think about the questions that your audience would ask. The best way to do this is to search and see what competitors are doing and what answers they are offering.

Read through each full snippet and then identify what those content ideas are. With a little bit of time and effort, you can then duplicate those snippets and create answers of your own. This creates a relevant search result for your audience to turn up and gives them a reason to look at your snippet.

Do some keyword research

If you aren’t already doing this, start doing so immediately. With keyword research, you can use this to optimize your keywords so that you can get those featured snippets that are becoming a huge part of what Google offers in its search results.

There are also tools out there that will help you find out if a search query will bring up the featured results that you are after. If you already rank high in a particular keyword, it is helpful to know if Google currently brings that up in its featured snippets. If not, find out what you need to tweak to turn those high ranks into a featured snippet.

Also, make sure that your tags are properly formatted and that they answer and relate to those relevant questions. Also, it is highly important to make sure that you answer more than one question in each of your articles so you stand a better shot at getting those featured snippets.

Make sure that you answer multiple questions

What you might not realize is that when a page earns a featured snippet, it then becomes more likely to become a featured snippet in other queries that are related. For this reason, you should structure your article in the kind of way that answers as many of the related questions in one location as possible.

Make sure that you focus on beefing up a particular article that answers several questions instead of a bunch of articles; this is the way that you earn those featured snippets that are becoming such a huge part of the way that Google does business.

Watch your word count

One thing to keep in mind if you want a featured snippet is to ensure that your article is not too long. If it gets to be too long, your article becomes difficult to feature in Google’s featured snippets. There are a number of ways to keep your word count in check.

Do things like sectioning off your paragraphs, your lists, and any steps that you might list off instead of letting them all run together in one big jumble. The shorter you can keep those walkthroughs, the better chance you stand of getting into those featured snippets.

There are certain services that show that the average featured snippet is around 40-50 words long. Because of this, it is imperative that you keep each section of your content as short as possible, though no shorter than 50 words. You would also want to use headers to break up each section of content to ensure that it reads easier for Google, making it more likely that it gets pushed to the top of the featured snippets ranking.

Headings are your friend

One of the quickest and best ways to format the content that you have is to make sure that each section is broken up into as short areas as possible. One of the best ways to do this is to use the paragraph styles section that you would find in Wordpress or in Google Docs.

Make sure that you organize each of your lists, steps, and paragraphs by using headers. Though h2 headers are the most commonly used, using h1, h2, h3, or h4 is a great idea and you want to make sure to organize those subheadings by size.

If you end up adding “Rule 1, Rule 2” or “Step 1, Step 2” for each heading phrase, Google will automatically place them in chronological order. When you format your article, make sure that you do so in chronological order, too. Google will be more likely to feature it if you do it this way.

There is also another tip that you should take into account: add a whole new area to your site dedicated to providing those resources to your customers and readers.

Make sure to add a “how-to” section on your website

Because featured snippets are such a great way to attract traffic to your website and gain new leads for your business, it is definitely a smart idea to redesign your website that allows you to optimize that “how-to” content that has become so popular.

Some of the biggest and most popular websites have entire “how-to” sections that are dedicated to answering questions from their readers and customers; this is a great way to give all of your content that is dedicated to answering questions a place somewhere on your website.

A Q&A section works just as well; make sure that you answer some frequently asked questions about what products and services that you offer as well as questions about the industry in general.  You definitely want to make sure that you have high-quality images and videos in order to boost the chances of your ranking being in for a featured snippet.

Add high-quality video and images

Many people learn visually and that is why it is so important to have those high-quality videos and photos to help boost your rank for featured images. It doesn’t have to be hard and you can use a variety of services to upload your own images.

Using video, in particular, is a great way to build engagement with your customers and at least 65% of people will watch three-quarters of a video. Combining video with text has also been shown to develop more engagement from that audience.

As you can see, there are a ton of factors that go into the rankings that determine where the featured snippets come from. If you can land one of those featured snippets, your business becomes the go-to source on Google for finding the answers to specific questions as well as making you an authority on the subject.

Why Arlington, TX Businesses Need Online Reviews

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Small business owners know how tough it can be to not only survive in a crowded industry but to grow and thrive. There are so many different factors that are worth considering that it can be easy to feel overwhelmed or lost when trying to make your business stand apart from the rest of the pack.

When you are located in a particular area, like Arlington, TX, there are a few factors that are more important than others. This is because your targeted audience is in a limited demographic area, so you aren’t trying to appeal to quite as many people.

It has become more apparent in 2019 than ever that one of the most critical pieces to a small business is online reviews. Reviews on sites like Facebook, Google, Yelp, and so many more can actually make or break a small business.

Need convincing? Maybe you didn’t know that a whopping 91% of people read online reviews in an occasional or regular manner, but 84% of them tend to trust those reviews as much as they would a personal recommendation. Statistics like these are why small businesses need positive online reviews.

But there is so much more about online reviews that you need to be aware of to fully understand why it has an impact on small businesses and their ability to survive. Here are just a few of the important aspects of online reviews that you as a small business owner need to concern yourself with and how to make them work for you.

reviews
Source: Bright Local

Reviews will help your SEO

Businesses, now more than ever, have come depend on SEO (search engine optimization). This essentially is how those huge search engines like Google sort through the litany of sites out there and determine which ones are the most relevant to what the user is searching for.

When you optimize your website properly, you make it all the more likely that Google will recognize your website and list it among its top search results. When you can land on the top pages of massive sites like Google and Amazon, your business will see huge growth because of the sheer amount of eyes that are now on your business and its products.

What you might not have known is that your reviews play a huge part in your SEO rankings. The reviews for a company can influence where it falls in search rankings for the aforementioned sites. Google will gather review information from a wide variety of sites when it determines where a certain business will fall within its search results. Sites like Facebook and Yelp will determine a business’ ranking based on the number of reviews and the overall review rating.

Reviews play a huge part of developing credibility

It should go without saying, but those online reviews can help or destroy your credibility as a business. Because the internet is so accessible, thanks to smartphones and tablets, more and more consumers are doing research on the products and businesses that they are interested in.

As mentioned previously, consumers use these reviews to get a sense of a company and end up trusting them to a large degree, as much as personal recommendations. Consumers will turn to a number of different review sites to get an understanding of the business that they are looking into. This is why you need to have as many reviews as possible, most of those positive, hopefully.

When you have a lot of positive reviews, this helps to instill a level of trust in your business and helps to solidify your reputation overall. If you have outstanding reviews across the board, consumers will no doubt find your business in their Arlington, TX searches and will be pointed to your business among the very first.

A great idea, if you have a lot of positive reviews, is to post them to your website. Your website is where you set the tone for what customers see and eventually turn those prospective customers into actual customers. When those researching your business go to your website and see the positive reviews first and foremost, that makes them even more likely to trust in your business.

Reviews are a great way to connect with customers

One of the most important keys to standing out from the competition is to have a direct connection with your customers as much as you possibly can. Customers like to feel like they are dealing with real people and aren’t being handled by some soulless machine that doesn’t care about them.

Reviews provide an excellent avenue for connecting with your customers. When a customer decides to leave a review, positive or negative, you can take the time to respond to them and either thank them for the positive review or ask them how their experience could have been improved.

Doing this, so long as you remain professional each time and do not let personal feelings interfere, can show your customer base as well as prospective customers that your business cares about its reputation and will go above and beyond to find out what the customer needs and wants.

This is also a fantastic method for finding out about issues that you might not have realized were issues to begin with. If a customer leaves a review about something that was lacking in service or with a complaint about a specific product, you can either provide them with a solution if you already have one or use that review as a learning experience to develop a solution.

Positive reviews expand the conversation

Having a good review is obviously great in the sense that it builds credibility and trust in your business that may have not been there previously. But what you might not have realized is that any time there is something positive to talk about in terms of a product or a service, customers are likely to spread the word if they are thoroughly impressed with the service or product.

When customers have good things to say about a business, be it a product or a service, they are likely to share those reviews on other sites. When this happens, those positive reviews make it to external websites like HomeAdvisor, TripAdvisor, Yelp, FourSquare, and so many more.

This “word of mouth” in the internet era is extremely important. Because of the way that we can connect to one another from across the planet in a matter of moments, that word of mouth can spread like wildfire. If customers are impressed with your business, that good word can spread incredibly quickly.

And, as mentioned previously, when there are a litany of positive reviews available about your business online, those get compiled by search engines like Google and improve your overall search rankings. Those positive reviews can fuel you to a better search ranking which can, in turn, produce far more leads and eventual conversions into sales.

They are essential for decision making

There are a good amount of people that are very fickle and indecisive when trying to decide on which business to trust in. Thanks to online reviews, those indecisive people are becoming far more decisive in their choices. When your brand is visible online, that already helps you gain the trust necessary for that person to make a decision.

What you might not know is that a whopping two-thirds of shoppers online believe that online reviews are essential to the decision-making process. That means that some people aren’t even starting to make a decision unless they have online reviews available at their disposal.

Conclusion

Ultimately, it cannot be understated just how essential reviews are to the survival and growth of a small business that may be located in Arlington, TX or anywhere else. Little or bad reviews will make your business invisible online and this is a death knell for any company.

Obviously, those positive reviews help to build credibility and trust in consumers who might not be so sure about your business or another, but they have such a huge impact that most businesses don’t even realize. Affecting your Google search rankings, among other things, can be the difference between life and death for a small business.

Do all that you can to encourage reviews from your customer base. This will not only help your SEO rankings, but it will help customers get an idea about your company and if it can fulfill their needs. Most importantly, it lets customers know if your business can be trusted and trust is one of the biggest factors in getting a potential customer to choose your business.

Work diligently to get customers who have used your business to leave a review. Make sure to interact with those who do leave reviews and even provide incentives for reviews if at all possible.  Building on those positive reviews can do so much for your business and can make the difference between surviving to fight another day and continuing to grow in your community and in your industry.

How Dallas Businesses Can Perfect The Amazon Ranking Algorithm

 What you may not have realized is that there are more than 1 million small and medium-sized businesses that sell their products on web behemoth Amazon. And now, like Google and YouTube, where your business ranks in the searches can mean a massive difference in your bottom line.

The fact of the matter is that, on Amazon, your business is part of the crowd on the platform. There are so many other businesses that are competing with you for those same potential customers and potential dollars. Understanding how to improve your ranking can get you far better results on Amazon.

What you might also not know is that Amazon has a ranking algorithm that it uses to determine a product’s overall ranking. Knowing how to best use that algorithm is the key to getting your business improved overall rankings and getting your products higher up in searches.

amazon seo

Just what is Amazon’s ranking algorithm?

Known as A9, Amazon’s ranking algorithm is what the site uses to bring up the best results for their customers who use their search feature. The algorithm will look at a variety of different products and ultimately it chooses how to display them based on a number of different factors.

Getting to the top of the search results is obviously imperative as it is the best way to reach some of those really valuable leads that will ultimately benefit your business. Not only that, it is imperative that your business get to the front page of the search results because a whopping 70% of Amazon’s customers never even go past the first page.

So, how do you ensure that you optimize your ranking on Amazon and get to that first page of results? There are a few proven methods that make sure that you dominate the Dallas area market.

Searched Keyword Relevancy

One of the primary things that Amazon looks at is keyword relevancy. The goal here is to make sure that relevant products that closely match the user’s search hit the first page of results. Amazon does this because these are the results that will most likely lead to clicks and, ultimately, buys.

To make sure that your products appear in the right kind of search results, you want to make sure that you choose the right keywords for the job. Once you have the keywords that best match your area and the services that you offer, you can integrate them into your listing.

This means that you have to place the most important keywords in the most valuable places like the product description and title. This will ensure that your products will ultimately rank for those keywords.

Pricing

This is mostly because people are generally looking for the best deals on whatever product they are searching for. In order to rank well in the Amazon search results, you want to make sure that your products are priced correctly. The best way to ensure that you have the proper pricing is to check up on your competitor’s pricing for the same product keywords. Look at how they price the products that they offer and compare it to the price that you might have had in mind.

Be careful not to overprice your products when compared to competitors. Again, Amazon users want the best deals and more often than not will not even give a second glance at products that are more expensive than their competitors. Amazon actually knows this and will assume that your conversion rate will be lower due to the higher price point and will actually rank your product lower.

Get your prices in line with the rest of the industry if you don’t want to land lower in the rankings. When you keep your prices in line with the competition, you ensure that you stay relevant to the search results that matter.

Complete Product Listings

One of the most common mistakes that companies make is that they don’t complete their product listings. The key to helping your overall product ranking in the search results is to create as full and informative a product listing as you can. Don’t add tidbits and then publish; make it informative so that the customer doesn’t have questions about your product.

Providing valuable information to your audience is the key to earning those conversions that will turn into sales for your business. The customer will feel far more involved and informed when it comes to your products and that will make them feel more comfortable when it comes time to purchase a product.

A complete product listing is also great for you to highlight the essential features of your product. You can use this platform to highlight those features and tell the customer why they should choose your product over the competitors.

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Conversions

What you might not realize is that your conversion rate is one of the biggest contributing factors to your overall Amazon search ranking. This makes sense when you think about it. Amazon wants the best ranked products to be the ones that have higher conversion rates and ultimately leave customers satisfied. Amazon’s ultimate goal is conversion and they want the proven winners.

To earn more conversions, make sure that your product is relevant to any search queries that relate to it. When your product is more relevant, you make sure that those leads are more likely to end up clicking on it. Keeping the aforementioned price tag in line with where it should be is also a key factor in conversions as well.

Stock Supply

One thing that can really hurt your overall ranking on Amazon is having items that are out of stock. Keeping your products in stock so that consumers can purchase them is a great way to keep yourself relevant in the search rankings.

Amazon will not rank products near the top if their users can’t buy them immediately. Users become discouraged when they see your listing and can’t purchase it because the item is out of stock. Amazon takes note of this and having items that are out of stock frequently can really hurt your rankings.

Keep close track of the number of each product that is in stock. If you have a product that is a hot mover, you can prevent any outages by keeping track of what you have lest and re-stocking that product early.

Sales rank

Amazon will also rank every product’s performance relative to others in the industry. So if you offer Dallas-specific products, it will compare your rankings to other Dallas-area businesses. When you go into the product details and look over the Bests Seller Rating, you will see an array of different categories; this is where you will find your sales rank.

The sales rank ultimately is what correlates directly to the number of conversions that your products earn. If you find yourself having products being purchased instead of the competition, then you will see your sales ranking get lower. In this instance, a lower ranking is actually better than a higher one.

It can’t be said enough, but Amazon wants the products that are most likely to sell at the top of their rankings. If your products prove that they are consistent sellers, this will help to improve your overall ranking and get you to the top of the search results. This will help you get more of those conversions that turn into revenue for your business.

Reviews

Selling the product is one thing, but if customers are routinely unhappy with the quality of your product, it will catch up to you. Reviews are one of the most essential parts of earning a high ranking through Amazon’s search results. Amazon wants sales, but they also want the product pages that have the best reviews.

This is because, in this day and age, people depend heavily on product reviews. What other way of getting to know a product is there than to rely on the experiences of those who have previously owned the product? It’s like getting a referral from a family member or friend. You trust these reviews and feel more confident in purchasing that product when you trust the ratings that they are given.

Needless to say, the higher the overall ratings on a product, the more likely consumers are to purchase that item.  On your product pages, encourage consumers to leave reviews when they use your product. If you offer a quality product, you will definitely be grateful when those reviews are left because they will help to boost your overall ranking and make you more visible in those search rankings.

Because of how big Amazon is and how important it is to businesses across the globe, it is essential to make sure that you do all you can to optimize how your products show up in the rankings. The better the rating that your product gets, the more likely it will be to show up on the top page of the search results.

If you want to dominate the Dallas-area search rankings on Amazon, follow these tips and you’ll be the go-to business in your industry in that area.

Posted: | Updated: Oct 28, 2019 | Categories: SEO

How to Power Up Your Business Reviews (in 3 Steps)

Business Reviews for Local Landscapers

Golden Nuggets

By now, you’ve probably heard all about the magical powers of business reviews. “You’ve got to get more!” “Get more reviews and rank higher!” In all honesty, most digital marketing companies sell client feedback short of its actual purpose, to create trust in your company brand. Tack on the amazing benefits towards local search and brand awareness, and you have the makings of fantastic marketing success!

Today, we’re going to step through a three part guide on how to set up, collect, and manage your company reviews. We’ll also reveal some terrible mistakes to avoid at all costs! If you’ve struggled to earn client reviews in the past, be sure to read along closely.

Step #1: Choose Your Review Sites

The clear and hard-knocking truth is that reviews are not created equal. A glowing review on an obscure blog doesn’t carry the weight of feedback in Google Reviews. The search engine used to be the ultimate authority in client feedback. Now, Google has voluntarily broken that quasi-monopoly on reviews in order to spread attention to other popular platforms.

In other words, the search engine now listings with multiple reviews sources.

The question then becomes: Where should DFW business owners focus their efforts when it comes to reviews sites? There are countless sites that collect feedback from consumers around the nation, but only a small handful are worthy of your attention.

Top Sites for Collecting Business Reviews

Some companies, especially contractors, can also earn some helpful feedback through Angie’s List. These may be harder to take advantage of in our strategy later on, however. We’ll have more details in a bit!

Starting Reviews Collection

GMB

Google My Business / Google Reviews

First things first. Prepare your Google My Business account as soon as possible. These listings are conveniently free, but they are absolutely mandatory if you want to perform well in local search! For many consumers, Google Reviews are still the preferred venue for feedback, so it pays to offer them a convenient way to praise your business.

Google Business Reviews for a DFW Wildlife Control Company
Google Business Reviews Offer the Highest Visibility of Feedback Sources.

Facebook

Facebook Reviews

While this form of feedback looks a little bit different than your typical 5-star system, Facebook’s Recommendations also pack a powerful punch. When it comes to social media feedback, people tend to feel more personally invested in their wording. That makes a wonderful opportunity for glowing reviews and constructive criticism to flow freely.

Recommendations are very shareable too! If you feel like turning your best Facebook Reviews into ads, you’d be amazed how effective feedback can be as user generated advertising.

Facebook Business Reviews for a Vehicle Wrap Company
Facebook Recommendations are More of a Pass/Fail System.

Citation Sites

BBB, Yelp, Etc.

Many homeowners and restaurant connoisseurs swear by Yelp. While Yelp Reviews occasionally get spotlighted for the odd consumer scandal, they still govern popular opinion in many industries. That’s why creating and managing citations in these sources is a no-brainer for most businesses.

Foursquare reviews, Yelp reviews, and BBB reviews are worth cultivating, so make sure you continue to direct your clients toward your profiles. Having profiles link back to your main company website also adds a little extra power behind your DFW SEO!

Yelp Review for a DFW Wildlife Control Company
Yelp, Foursquare, and BBB Reviews Provide Useful Alternative Sources for Reviews.

Bad Review Collection Practice

Don’t leave reviews up to chance, or worse, ignore them altogether. Client feedback is one of Google’s key indicates of company trustworthiness. If you don’t have any reviews posted online, your chances of seeing page one rankings drop significantly. At the very least, you should set up your GMB account and a Facebook page!

Step 2: Ask for Service Reviews

You’d be amazed how many DFW companies complete miss this step! With so much at stake (your local search rankings, for instance), there’s nothing to lose by asking for a little feedback. While you can simply ask your clients for a review after each project, sale, etc., there are a couple easy ways to improve your collection process.

How to Increase Your Reviews

  • Send a text with links
  • Provide an email with links
  • Submit a business card with links
  • Place links on the client’s bill

Links, Links, Links!

You’ve probably noticed the pattern here. On average, only one or two clients will respond to a verbal request for a review. Even ecstatic consumers often put off and ultimately forget to review their contractors and service providers. Even worse, their enthusiasm may fade over time, resulting in lower ratings!

Card That Can Ask for Business Reviews
Business Cards aren’t the Best Review Source, But They’re Better Than Nothing! Source: Vistaprint

You can’t put off asking for reviews either. The most dedicated reviews tend to be the harshest critics. When it comes to collecting feedback, timeliness and convenience are the two most important factors. Whether it’s via text, email, fancy business card, or whatever, be sure to ask for a review the day of or after a project. Businesses should train their employees to inform clients of the review process, the importance of feedback, and the need for immediacy.

How to Fail at Review Collection

Don’t ask at all. Thousands of businesses shoot themselves in the foot by ignoring the collection process and leaving their success to fate. These companies usually earn a handful of reviews (if any) each year, and negative feedback tends to dominate their listings.

Even companies with one or two employees can compete online if they consistently ask for reviews. So ask!

Step 3: Harness Company Reviews

There’s even more local search power to be gleaned from client feedback. When companies use them correctly, higher rankings, deeper trust, and stronger conversion rates are all within reach. That’s why the smartest businesses never let their feedback just sit dormant.

Top Ways to Harness Business Reviews

  • Integrate them into the website
  • Turn negative reviews into long-term customers
  • Showcase favorite reviews
  • Turn glowing reviews into ads
Business Reviews for DFW SEO
Here’s an Example of Integrated Business Reviews From Our Website.

Integrating reviews into your website is very easy to do. Even embedding a handful of your favorite client ratings can be very effective, if you place them well on your homepage. Some companies steer away from the scrolling review bar (seen in the picture above) because they’re afraid of negative feedback.

How to Handle Feedback

If you’ve done your job and continue to collect reviews consistently however, the occasional negative review actually helps your business.By showing all your reviews, consumers are more likely to trust that your 4-4.5 star rating actually represents how people feel about your brand. So many fake reviews are circling the internet, people simply want to know that your reviews are trustworthy.

Speaking of negative feedback, make sure to consistently monitor and answer reviews. Even irate customers can be turned into lifelong clients if they feel heard, respected, and cared for. Never respond out of anger or frustration, and people will respect your commitment to impeccable customer service!

Of course, you can always take advantage of those 5 star reviews and use them for ads! Facebook is a particularly wonderful tool for taking glowing reviews and promoting them as advertising campaigns. Nothing speaks more highly of your brand than an enthusiastic customer!

How to Destroy Your Brand

Ignoring client feedback, especially negative reviews, leads to dangerous brand corrosion. Lack of interaction implies that a business isn’t interested in caring for their customers, and consumers will likely take their business elsewhere as a result. With so many opportunities ingrained inside reviews (be they Google, Facebook, or BBB), why not take advantage of them?

Local Search Listings Show Reviews

Need Help Managing Your Reputation?

Our team at DFW SEO supports dozens of businesses throughout the metroplex, and hundreds more throughout the country. We provide invaluable services for local search improvement, higher rankings, and stronger traffic. Clients enjoy front page rankings and impressive lead generation.

We’d love to serve you too! If you’ve struggled with collecting business reviews, or if you’re worried about negative feedback, consult with one of our seasoned experts for free. Simply give us a call at (800) 231-4871 to get started!

Posted: | Updated: Sep 30, 2019 | Categories: Local Mapping

Your Local Search Guide: the Fundamentals

Website Optimized for Local Search

See & Be Seen

There are billions of searches going on in our community. Fueling a massive current of industry, shopping, and maintenance is Google Search, connecting consumers with the services and/or products they need the most. Businesses often live or die by their ability to get noticed in local search, yet most don’t understand how the process works.

Today, we’ll dive into the fundamentals of success for local search! Anyone can master these steps, but so few take the time and effort required. If you desire stronger growth for your business and better quality lead generation, be sure to read along closely!

Local Search Defined

Many people confuse the term with organic search. Local search relies on algorithms specifically designed to connect people with results within a set geographical area. With these localized queries, need for proximity and timeliness is much higher than in general organic searches. After all, a consumer doesn’t want to sort through thousands of listings just to find a restaurant in their neighborhood!

Google’s Local Search Psychology

Ultimately, Google wants to provide the best service it can by connecting searchers with the best results available. To do so, it must eliminate (or rank poorly) those businesses that aren’t well-qualified to meet the consumer’s need and promote those that do. The results on the front page of each search query, especially those listed in local 3 packs, are considered the best suited listings.

Google Search analyzes thousands of signals, too many to list out here. From a broader point of view, the engine wants to establish 3 primary values in a given listing:

  • Expertise
  • Authority
  • Trustworthiness

The top listings in local search generally portray all three of these virtues exceptionally well (or at least better than other sites). Google wants to connect people within your community to your service! In fact, it prefers to provide people with local listings over national level brands. The search engine just needs to see a little effort!

These fundamental activities work on establishing your brand as an expert, authoritative, and trustworthy source of information / service in your industry. Without them, you’re business will struggle to get noticed by local consumers. Master these elements however, and you’ll certainly feel the difference in growth!

Local SEO Fundamentals

GMB Listing

Register With Google My Business

We start with the easiest to-do on our list. Not only are Google My Business listings absolutely free, they provide remarkable benefits for local search. If you haven’t done so already, claim and complete your listing as soon as possible. The GMB listing is an essential tool that the search engine uses to connect your physical address with people in your community.

Out of home businesses needn’t worry. You can use your home address for as long as you don’t have a designated office. Once business starts booming, simply switch your address to the new location.

Remember: GMB listings are essential if you want to do well in local search. Don’t put it off, or front page rankings could take much longer!

Web Design

Create Service & City Pages

Does Google really understand all the amazing services you offer? If not, it could be that you don’t have the necessary service pages showcasing your professional work. So many companies utilize a single-page website, essentially shooting themselves in the digital marketing foot.

If you have services that matters to your business, create pages for them!

Optimize those pages with appropriate keywords and images, and Google can begin listing them in local consumer searches. You can further increase your brand’s visibility through city pages. These pages are especially valuable for businesses that operate in multiple cities within the DFW area. Google has thousands of businesses to sort through in the metroplex, so simply optimizing for Dallas / Fort Worth is rarely the right move for companies with smaller operating areas. Even if you cover a broader circumference, at least break down your service area by county page!

Reviews

Collect Your Reviews From Several Sources

Did you know that Google prefers reviews to come from multiple sources? That’s why it helps to spread out your employee feedback across Google Reviews, Facebook, the Better Business Bureau, Yelp, etc. Not only does this encourage Google to rank you better, it also makes it easier for consumers to find reviews on your services no matter which platform they prefer.

If you can find a way to integrate all these reviews into your website (insert Righteous Reviews plug here), that client feedback will be worth even more to your business. Remember, reviews are a sign of trustworthiness. Always ask for them at the end of a successful client experience or project!

Extras

Engage in Content Marketing

This one’s practically a given at this point, but so many businesses still don’t put time into content marketing. That’s a shame, because content marketing creates dozens of opportunities for Google Search to make additional listings for your business. All you need to do is listen to popular consumer concerns and questions and write about them!

If you’re an experienced face in your industry (and good at listening to customers), that’s half the work already done. If you’re relatively new to your trade however, simply do some keyword searches with Google – People Also Ask is an incredibly useful tool – or Answer the Public to see what folks are talking about. Write a monthly blog article on navigating common homeowner problems if you’re a contractor, a style guide if your a designer, and so on. Aim to provide valuable and rare insights for your target market, and you’ll quickly notice a gradual rise in traffic.

Want to take your content marketing even further? Share your best works with people on Facebook and Instagram! These platforms provide lucrative ways to connect with locals, and a wonderful way for call-shy people to message your business directly.

3 Pack Local Search Listings

Get Local Search Results!

Want to start ranking better in local search? Our team at DFW SEO works with businesses from all over the metroplex to deliver stronger online performance. Our clients earn front page listings, better traffic, and higher quality leads than other companies in their industry. Of course, that all starts with a strong foundation in organic SEO.

Contact DFW SEO today at (800) 231-4871 and get a free consultation with one of our experts! We’d be happy to assess your current digital marketing and see where your team can make improvements. All you have to do is call.

Posted: | Updated: Sep 23, 2019 | Categories: Uncategorized

Search Marketing: Combining SEO & PPC Strategy

Local Search Marketing Results for Roofers

Working Online Wonders Together

“Which should I focus on: organic SEO or PPC?” Our team at DFW SEO gets this question all the time, but it’s only fair. After all, most companies naturally benefit more from one or the other. But what if we were to combine both these online elements strategies into one cohesive search marketing strategy? The results could be better than you’ve ever hoped!

Today, we’ll discuss how to effectively fuse your organic SEO work with a dynamic PPC strategy. This guide touches on many points of your online marketing, so don’t be surprised if we talk all over the place. Take your time, compare each step with your company’s current strategy, then make an action plan for powerful growth! Let’s dive in.

Why SEO & PPC Work Together

It’s common business practice to draw leads from multiple sources. When one source temporarily dries up, you can always depend on other channels for continued revenue. Naturally, this principle also applies to online marketing strategy, where the ever changing nature of Google forces contractors and store owners alike to frequently adapt.

Together, SEO and PPC combine to form search marketing.

Organic (non-paid) search engine optimization focuses on drawing in customers naturally through the strategic use of keywords, engaging content, and careful formatting. Your company website serves as its foundation, but local SEO also extends to many other aspects of marketing. Social media, for example, heavily impacts your search results.

PPC (pay-per-click) strategy may also incorporate a variety of resources from across the web. These days, some of the most popular PPC campaigns come out of Google Ads, Facebook Business, and Instagram Stories. There are endless opportunities for purchasing and displaying digital ads, though you’ll need a dedicated budget for success.

Traditionally, online companies primarily focus on one aspect (be it SEO or PPC), but only dabble in the other. That’s why most businesses never quite realize the potential of a well-planned, integrated search marketing strategy. Below, we’ll explore how your business can effectively fuse the two elements together for bigger dividends.

Step #1: Optimize Your Website

Why start with the company website? Because practically every marketing activity begins there and/or feeds back into it. If you don’t have a capable website ready to handle all the incoming traffic you’re hoping to earn, most (if not all) of your efforts will be wasted.

Example of a Website Optimized for Search Marketing
This Site Obeys the Rules of Optimization, Including Ample Spacing. Source: Beartooth Exteriors

So what does your company need to produce a heavily-optimized website? Let’s start with some of the basics; you’ll probably recognize some of these website design tips from previous DFW SEO blogs!

Tips for Optimized Website Design

  • Stick with 2 to 4 major service categories for your menu.
  • Use a mixture of primary and secondary keywords for each site page.
  • Choose a color scheme that complements your company logo.
  • Avoid claustrophobic spacing, and divide text into smaller blocks.
  • If you have the talent, custom code your website (vs using a template).
  • Add a company blog!
  • Optimize your image attributes with your keywords.

Focus on creating a convenient, simple user experience for your visitors. Ideally, users should be able to locate their desired services within 30 seconds. That’s one reason why consolidating your services beneath a few categories makes it easier to optimize your website. Content shouldn’t feel artificially packed with keywords. Instead, they should seem naturally tucked into the conversation.

Speaking of keywords, don’t make the mistake of only chasing after those high-volume, high-competition phrases. Everyone and their mother target these primary keywords. Instead, research related phrases and words that provide moderate traffic but feature much less competition! While the site slowly ranks higher for primary industry phrases, your vast collection of secondary keywords will provide a small but steady influx of business.

Step #2: Retarget Your Site Visitors

A Retargeting Ad Used in Search Marketing
Here’s a Facebook Retargeting Ad From One of Our Other Sites.

Once Google starts listing your business for all those keywords, it’s time to examine your conversion process. Only a modest percentage of people landing on your website will stay for more than a minute. Even smaller is the number of people that become actual leads, but there is a lucrative way to increase that percentage: retargeting ads.

Supposed an inquisitive individual spends a couple of minutes on your site, then moves on with the rest of their day. When they later log into their Facebook or Amazon account, a familiar brand unexpectedly appears. The person clicks on the ad and lands back on the service page they explored earlier.

This is one of the most powerful forms of paid search marketing. Unlike the general crowd of people who see your listing in local search, retargeted ad recipients have already shown verified interest in your services or products. They have a significantly higher likelihood of converting into customers too!

You can also create retargeting ads that pursue local individuals after they’ve left a competitor’s website. Earning qualified leads by poaching them from rival brands? That’s a win-win situation!

Step #3: Engage With Content

Earlier, we briefly mentioned a crucial element of optimizing your website: the company blog. Blogs offer a convenient way to produce new content, which Google interprets as a sign of business activity. It also creates opportunities to earn listings for new keywords, meaning even more traffic (and potential leads) for your company! While creating engaging content may require significant time and energy, it’s clear that optimized content almost always pays dividends in the long-run. So what sort of content should your company produce, and how often will you need to post it?

In content marketing, the number one rule is that your material must provide outstanding value for your target audience.

The easiest way to create value is to research what matters most to your customers. What sort of hot topics and questions are they talking about on the company Facebook page? You’ve probably also heard some of these questions as you chatted with clients in person.

Image of a Search Marketing Research Tool
A Convenient Report from Answer the Public Shows Popular Questions Related to Hail Damage.

For the research phase of your content marketing, try Answer the Public. Their topical research tool allows businesses to examine hot topics from all over the web. For those that prefer free tools, the “People also ask” features of Google Search offer popular questions among search users.

If you really want your content to shine, formatting plays a crucial role in your materials’ popularity. Too many articles use impenetrable walls of text and pictureless displays. Top search marketing performers arrange their material in easy to digest blocks, mixed in between vivid images and informative diagrams. Add in some thoughtful step-by-step lists, and you may even earn a featured listing in your local search results!

Content has a life of its own. Even when that favorite consumer guide of yours finally hits retirement age, you can rejuvenate it with a brand new 2019 (or 2020, 2021, etc.) spin! Of course, there’s another way to use your popular content marketing material…

Step #4: Turn Content Into Ads

You’ve spent hours of your life crafting gorgeous, well-written guides for the company’s content marketing. What if you could use all that hard work for your social media ad campaigns too? That’s the beauty of Facebook Ads and Instagram Stories.

The Homepage of Facebook's Ad Platform
Facebook Makes it Refreshingly Easy to Customize Ads With High Target Market Accuracy.

Companies can take their most engaging content and transform them into lead-generating ads. Videos, infographics, and blogs all have a place. Just make sure it continues to offer value for your target audience, and you’ll naturally draw people back to your Facebook Business profile and company website.

Of course, there are many kinds of ads to try out in your social media advertising strategy. Remember those retargeting ads we talked about? Facebook utilizes a platform called Pixel to present ads to individuals coming away from your website (or your opponent’s). Since people are often more willing to consume video content as they browse through social media, this is the perfect opportunity to capture their attention!

Step #5: Prepare Landing Pages

Let’s say all your search marketing dreams come true, and high-quality traffic flies back to your website from the latest company PPC campaigns. Will your website be ready to seal the deal and convert them? Or will your would-be clients be greeted by an unformatted, unprepared wall of text?

That’s where landing pages leap into action!

One of the perks of online ads is that you choose where your visitors “land” on your site. That puts a lot of responsibility on the pages that you select to close the lead. Oversell your services, and your visitors might feel put off. Act overly passive, and would-be customers lose their buying impulse.

Airbnb Does a Fantastic Job of Encouraging User Impulse! Source: Airbnb

If you really want to optimize your pages for higher conversion, follow these rules…

  • #1: Remind readers of their problem.
  • #2: Confirm that your service / product is the solution.
  • #3: Remove reasons for them to say “No” or “Maybe later”.
  • #4: Don’t dilly dally. Just give your call to action!

It’s okay to take an authoritative voice in your call to action (CTA). At this point, many of your visitors are already close to making a purchase decision. They simply need the final facts and directions on how to start the transaction. Take a brief, brief moment to prove your credibility via a testimonial or trustworthy recommendation. Then tell them to call, email, text, or buy (whatever your CTA may be).

A Call to Business for Search Marketing

The Search Marketing Pros

That may be a lot of information to process. Just remember the general strategy:

  • #1: Website Optimization
  • #2: Retargeted Ads
  • #3: Content Marketing
  • #4: Social Media Ads
  • #5: Landing Pages

That’s a winning search marketing strategy. Of course, the team at DFW SEO is always happy to support you with these online marketing efforts. Get a free consultation with a seasoned SEO professional, simply by calling us at (800) 231-4871!

Posted: | Updated: Aug 7, 2019 | Categories: SEO

Kicking Butt With Website Design – 3 Areas to Shine

A Custom Website Design for a Concrete Company

Standing Out in DFW Business

There are hundreds of factors that contribute to your DFW SEO success. Keyword strategy, for instance, allows your business to show up in local search. But few things impact your user experience more than website design, for better or for worse!

Today, we’ll explore three broad areas of website design and how your DFW company can succeed. Pay special attention if you’re looking to create a fresh business site in the near future. Let’s get started!

Area #1: Branding and Styling

One of your most important assets as a company is your logo. Just as it needs to be visible on your trucks and physical address, your roofing logo should be immediately visible in your website design. The average site user creates their very first impression in only 0.05 seconds (SWEOR). That’s barely enough time to blink, let alone read through your content.

So what elements influence this initial impression (for good or bad)?

  • Logo Placement & Visibility
  • Imagery – Professional vs Amateur
  • Spacing – Overcrowded or Relaxed
  • Color Scheme – Pleasant or Clashing
  • Contact Information and Address Visibility
  • Homepage Header
An Example of Excellent Color Scheming for Website Design
This Company Does a Fantastic Job Matching Design Scheme to its Company Logo Colors.

The above website design shows careful consideration of both space and coloring. Despite having more service categories listed than normal, DFW Flooring Warehouse still manages to prevent the page from feeling too cramped. That’s quite the accomplishment, especially when most other business websites try to pack in as much information as possible above the page fold.

Adapting to Mobile Devices

An Example of Mobile Friendly Website Design
Excellent Example of a Mobile-Friendly Site

Most online traffic goes through mobile devices these days. Think of all the screen time you put into your phone every week, and you’ll quickly understand why mobile optimization isn’t something businesses can afford to mess up. If your company website doesn’t fit into the mobile-friendly mold, odds are your would-be customers are leaving to look for more convenient options. The company brand and phone number should be clearly displayed at the very top of the page.

In the example on the right, DFW Flooring Warehouse carefully adapted their homepage for easy reading and scrolling. The call to action (CTA) is clearly visible, a crucial point we’ll discuss more later. The drop down menu also provides a simple connection to the user’s desired service(s).

Unfortunately, many businesses fail at mobile-friendly website design. Even when they utilize a template that boasts easy mobile conversion, roofing contractors overstuff their homepage. The end result is an awkward user interface that potential customers speedily run away from.

Area #2: On-Site Navigation

A Dropdown Menu in Website Design
A Simple Dropdown Menu.

Nothing frustrates a would-be customer more than struggling to find their desired services. Failing to find a desired service/product definitely leaves a bitter taste in your mouth, whether shopping in a store or online. Careful planning however, will protect your website from driving customers away.

It all starts with the top level menu. Most businesses rely on a bar menu that converts into dropdown list of services. This makes navigation simpler, especially on mobile devices with limited screen space. Unfortunately, many companies overstuff their menu. Excess services and city pages only drive people away from your site. If you’re developing a brand new website, try to stick with a handful of your most popular service categories! Dropdown menus may help conserve space, but cramming them with slightly altered service titles covers up valuable space on your homepage and service pages.

Additional Navigation Elements

The dropdown menu isn’t the only essential tool for guiding your user journey. Timely link placement in your service pages also makes it easier for people to find more specialized solutions. Schema lists provide an outstanding way to group similar services together for fast browsing.

Perhaps the greatest navigation tools (beyond your dropdown menu) are pictured category tabs.

Categorical Tabs in a Garage Company's Website Design
These Tabs Showcase the Company’s Work and Streamline Navigation at the Same Time. Source: Custom Garage Works

While a picture may be worth a thousand words, you can also customize these tabs with a short description of the service category. It’s a fantastic way for site visitors to rapidly process information about your company! Remember how quick people form first impressions regarding your site? These category tabs help ensure that first interaction with your website is refreshingly positive.

Area #3: Calls to Action (CTA’s)

Did you know that it’s 100 % okay to tell people what to do on your website? Roofing contractors put in hours and hours of work customizing their website design, only to turn gun-shy when the time comes to place the calls to action. That may be the single greatest mistake in SEO for roofers, which also makes it the most crucial opportunity for easy improvement.

Even if you don’t have experience with schema coding or graphic design, there’s simply no excuse not to put in a simple “Call Now.” button.

Website Design Using a Mid-Page Call to Action
A Call to Action Can Fit in Just About Anywhere on the Page, Even in the Very Middle.

Don’t think calls to action are only meant for the page tops or homepages only. With careful planning, you can provide consistent calls to action both in the content and in the page borders. Try to figure out in advance what you desire most from potential customers.

Potential Calls to Action (CTAs)

  • Phone Calls
  • Texts or Facebook Messaging
  • Page Clicks
  • Emails
  • Reviews

How to Style a Call to Action

Optimizing your CTAs is a huge part of SEO for roofing, and one of the single most influential factors in your conversion rate. Your goal should be to make the call to action clearly visible no matter where it’s located. In the example below, the lawn care company simultaneously maintains its color scheme and highlights the CTA by making it a closing header. That’s one easy way to command attention at the end of a page or blog post!

Using a Call to Action as a Header
Here, MDM Landscapes Closes a Blog Article With a Bold CTA.

Even if you decide to make direct messaging your preferred form of communication, it pays to reinforce your CTAs with both your brand and your company number. This allows people to reach you quickly, instead of wandering around the site looking for a contact link.

Custom Website Design for a Vehicle Wrap Company

Consult DFW SEO for Your Website Design!

Need a professional hand with your company website design in Dallas-Fort Worth, TX? Our team at DFW SEO would love to partner with you and create an attractive, search-optimized website! Our clients dominate local search results in their service areas, earning better traffic and higher quality leads as a result. See how your company can grow! Get your free consultation with a local SEO expert at (800) 231-4871.

Posted: | Updated: Jul 23, 2019 | Categories: Web Design

Why Ranking #1 on Google Looks Different

Ranking #1 on Google by Earning a Spot in a Local Pack

Multiple Paths to the Top

Just a few years ago, the only way to earn top placement in your community’s local search was to dial down on keyword optimization. This lead to all kinds of website writing habits that we now steer away from, such as keyword stuffing. As Google continues to expand its repertoire of search engine results page (SERP) features, local Dallas Fort Worth contractors find new and exciting ways to claim premium front page real estate!

Today, we’ll explore some of the greatest opportunities for plumbers, HVAC contractors, and roofers to rise to the top in local search. If you’ve been struggling to make a dent in online search marketing, don’t fret. You’ll found some valuable tips in here for your business!

Local SEO Basics: SERP Features

Most listings in a Google search engine results page look just like those we’ve known for the better part of 20 years: simple headlines with descriptive text underneath. These organic results don’t require payment, but they do require extensive research and time investment. They don’t have the flashy pizazz of other SERP features we’ll talk about today, but they still claim a significant share of traffic from the front pages.

What other types of SERP listings can we find on the front page (and beyond)?

Types of SERP Results

  • Traditional Organic Results
  • Rich Organic
  • Organic with Links
  • Reviews
  • Images
  • People Also Ask Entries
  • Local Packs
  • Featured Snippets
  • Paid Ads

We’re especially interested in the last three entries here. Most listings come free of charge. However, it takes a lot of effort to maximize your results from these search engine marketing elements!

A Pair of Google Ads
Google Ads Still Provide Some Nice Returns for Relatively Little Effort.

Ranking #1 on Google: 4 Paths

Let’s explore each type of these key SERP features, plus how your contracting business can work to earn those wonderful top ranks! Keep in mind, most of these require a Google My Business listing and an optimized website. More on that later!

Local Packs

Local Service Packs – Premium Organic

As one of the most traffic-driving SERP listings available to contractors, the local service pack also creates some of the most intense competition. These special listings feature map locations, reviews information (usually), contact details, and call to action buttons to each listed company’s website and location directions.

Ranking #1 on Google Through a Local Service Pack
Local Service Packs (or “Map Packs”) Earn Premium Traffic in Search Results.

If you want your business to start appearing in local map packs, start by completing your free Google My Business listing! Make sure your address is exactly the same in every citation profile, BBB listing, Facebook Business page, etc. Google needs to establish your company as a trustworthy service provider, and part of that process is confirming your physical address. Inconsistent addresses (even minor differences) look bad to the search engine and make ranking #1 on Google much harder.

Traditional

Traditional Organic SERP Listings

Of course, this wouldn’t be a helpful guide without touching on the good, old-fashioned organic search listing! These days, organic results come with a variety of potential enhancements based on the optimization of your website. For those avid collectors of reviews, you’ll find alluring rating features that set a business apart from those without them.

Ranking #1 on Google Through Organic Results
Which Organic Listing Stands Out to You?

You’ll notice in the example above that contractors can also earn special listings with service page links available at the bottom. These make it even easier to direct people to their services, though they may not have the impact of a well-established customer rating. These enhanced listings have even greater impact for users on mobile devices, as each individual listing can occupy the majority of the screen.

Featured Snippets

Featured Snippets – Prestigious Insights

Featured snippets set your business apart as an authority on a particular subject. Snippets may be directly related to one of your services, or it may focus on a consumer topic within the industry. Either way, they provide some pretty exciting real estate at the top of local search results!

Ranking #1 on Google Through a Featured Snippet
Ranking #1 on Google via Featured Snippet is a Fantastic Way to Prove Your Expertise!

How can your company earn a featured listing like the one above? It does take some careful planning, fantastic writing, and shrewd formatting. Snippets get awarded to especially informative blog posts, videos, service pages, and guides that provide special insight for Google Search users. Content must be formatted correctly to be considered for featured snippets. If you haven’t already, check out our detailed guide on how to create performance-driving content.

PPC Ads

Paid Search Campaigns – Bypassing Others

Perhaps the fastest way to claim a spot at the top of local search results is to create a winning Google Ads campaign. Not only do paid ads bypass a large percentage of local competitors in your service area, they also sit above the majority of search listings (even map packs)! For those plumbing, HVAC, and roofing contractors with optimized company websites, it’s easy to craft ads that link directly to their hottest services.

Ranking #1 on Google Through Paid Search Ads
Even With Millions of Results, a Well-Crafted Ad Rises to the Top!

So how can your company earn a top spot in paid search results? First, you’ll need to reexamine your keyword strategy from your website’s content development. Try to focus on high-volume, low-competition keywords for the best results. There’s still competition for premium keywords, so expect to pay more if you’re going after phrases like “AC repair”, “emergency plumber”, or “roof storm damage”.

You should have plenty of opportunity to experiment with quality campaigns. Businesses only pay when someone clicks on their ads, and you can easily track the success of your campaigns over time. It may take a few tries, but you’ll discover what works best for your target market!

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Need an Experienced Contractor SEO Team?

Ranking #1 on Google demands careful planning, deep knowledge of local SEO, and continued effort to maintain your marketing projects. At DFW SEO, we know what it takes to earn that premium placement in Google’s front pages! If your business doesn’t have the time or the resources to manage your digital marketing, consult with one of our experienced professionals! We’ll be happy to create a plan for your company that leads to long-term success.

Call us today at (800) 231-4871!

Posted: | Updated: Jul 22, 2019 | Categories: SEO