Author Archives: Dallas / Fort Worth SEO

Why Dallas Lawyers Are Benefiting From SEO

Dallas Lawyer SEO Cover

Times have changed and so too has the way that businesses market themselves. While this might not seem like it would matter to someone like an attorney, it certainly does have an impact. While traditional methods of advertising as an attorney are still there (think newspaper and television ads), digital marketing has provided a new and powerful avenue for them to market their wares.

Digital marketing, powered by search engine optimization (SEO), allows law firms to be more easily noticed in online searches. And thanks to Google’s new search algorithm, users can now search based on location, making it even more likely that a business can get itself noticed.

The benefits of SEO for law firms and attorneys

There are certainly other avenues of online marketing like buying ad space, but that can get costly quickly – namely, every time someone clicks on the ad. Not only that, people are not so likely to click on these ads because they are often seen as being spam to the user themselves.

This is why making certain that, as a law firm or individual attorney, having an effective SEO strategy is imperative. It provides a greater return on investment over a longer period of time and pages that are near the top of Google’s SERPs because of sound SEO strategy rather than spending money to remain at the top.

Here are just a few benefits that lawyers and law firms can experience building their SEO for a local area like the Dallas area.

Dallas Lawyer SEO Keywords

Increase brand awareness as well as online visibility

SEO is a long-running process and takes time as well as patience. This might leave you wondering how to increase the visibility of your website and content right after you publish that content without having to pay extra money on things like search engine advertisements.

One thing that you should do is post your content to social media. This allows for a spike in your overall page views while the SEO simultaneously works to help improve your overall SERP ranking. Not only that, it allows other individuals to share your legal content, which helps to spread the word of your services and law firm.

Your firm can also promote content across social media in order to promote awareness of your brand to individuals in the Dallas area that might not have heard of your firm. Additionally, when you publish links from your website through social media to external websites, you create those important backlinks that have a big impact on SEO.

Publishing great legal content

One of the biggest and most important benefits of lawyers using SEO is that publishing content that is both relevant and informative to your website allows your firm to be more easily discoverable by that particular audience.

Make sure that when you create content to research it, write it, and post it so that it is informative to the audience. This will be relevant to the search engines, making your website an authority on the topic at hand and driving up traffic to your website.

These potential clients are more likely to click on the law firms that appear near the top of the SERPs. When you optimize your website’s content and maximize your SEO, those search engines are more likely to display your website near the top of the search rankings.

Publishing case studies on your website can also increase the likelihood that your audience will find your firm to be a trustworthy one and that it is up to date with any changes that might be going on within the legal industry. Establishing that trustworthiness is essential.

Be sure to improve the functionality and design of your website

Your website is the single most important tool that you as a business have in the digital marketing game. This is because the vast majority of potential clients will check out a website of the business they have an interest in using before they actually use it.

For this reason, being certain that your website is fully functional and that it has a fresh and unique design is imperative. It is the first impression that your business sets; make it a good one. Having a strong design that is fairly easy to navigate sets the right tone for your audience and it makes you more discoverable in search engine rankings.

Websites that don’t provide access to information quickly – either due to things like poorly coordinated menus or long load times – are given lower rankings in the SERPs and, in some cases, can be removed temporarily from those search rankings altogether.

When you optimize your website for both mobile and desktop users, you give your site a much better chance of being clicked on by users in your target audience; ones that cannot cater to these needs will be fighting an uphill battle in this regard.

Establishing firm credibility

For any website, being able to establish your business as a credible one is perhaps the most important battle. You can say on your own website how great your firm or business is, but people are going to assume that you would say that about yourself, right?

This is why online reviews are so critical to the success of a business and its digital marketing campaign. Not only that, reviews play a major part in the SEO process and Google values them heavily in their search engine rankings. Simply put you need to have reviews and good ones at that.

Google (and other search engines) have built-in review systems that will allow previous clients to offer their reviews about your firm. To a law firm, it is crucial to show your audience that your firm is trustworthy and offers reliable legal services that they and their family and friends should use.

You might also be thinking that you have to ignore or defend any negative review: don’t. Acknowledge and respond to negative reviews by responding to them in a professional manner. This will show prospective clients that you take negative reviews seriously and that your aim is to provide the best services possible.

Think about publishing featured testimonials on your site as well. This allows new visitors to read perspectives from previous clients on their experience with your firm and services. It is the electronic form of word-of-mouth and it is still a very useful method of marketing.

Dallas Lawyer Website Review Plugin

Convert more of those qualified leads

When you implement better SEO practices on your website, it has been proven that you can attract potential leads to your website. And while those leads are great in practice, simple exposure to that information might not be enough to actually convert them to clients.

This is where a good call to action comes into play. Use phrases like “Request Legal Assistance” which encourages readers to take that next step towards signing up for your services. Having a call to action on each landing page is essential for this. It can be in text somewhere on the page or in a button that is strategically placed somewhere on the page as well.

Adding these calls to action to the end of an informative piece of content can go a long way as well. Something at the end of a case study or article can offer each reader the option of something like a free consultation. You should also provide your phone number on each page because contacting you should be as easy as possible for anyone perusing your website.

Remember that your website is the gateway to converting those potential clients that would have an interest in your firm into actual paying clients. Giving them all the means and tools that they need to do this is imperative to your success as a business.


Optimizing your website to be more visible to the search engines is a vital part of any business, especially for a law firm. Prospective clients need to know about the services that your firm offers and what it is your firm can do for them. Making certain that your website is as optimized as it can be is your key to reaching a larger audience, one that may not have been previously aware of your services or your firm as a whole.

There are a variety of things that you can do to make your website more visible to prospective clients. Taking each of those steps can make your website more visible and a more viable platform to share meaningful content that can boost your business and make your law firm more visible.

It might also be more worthwhile to look into a digital marketing agency. While it might save a bit of money to take on the task of optimizing your website yourself, a professional can be worth the money. There are things that they can do more skillfully and can get your website up and running in an efficient way far more quickly.

In any event, keep your website running smoothly and you should see an uptick in traffic and, eventually, clients.

Posted: | Updated: Nov 20, 2019 | Categories: SEO

How Dallas Businesses Can Optimize For Bing (in 2020)

How To Optimize for Bing in 2020

Google is still the big dog in the search engine game, but that does not mean that you should ignore Bing. This is especially true when you consider the fact that Bing powers Yahoo as well, meaning that Bing is not a search engine to be ignored.

A study done on the number of searches done through Firefox 33 in December of 2014 showed that Google had 82% of the browser’s traffic. Even though Bing/Yahoo combined for less than 18% of that browser’s traffic, that is still a huge audience.

That means that optimizing for Bing is something that your website should be prioritizing. Google and Bing each use different algorithms that produce different results, and each of the search engines weighs a number of factors differently.

Rightfully so, most SEO guides will focus specifically on how to rank for Google. With a little help, you can properly optimize for Bing. Here is how you get it done.

Claim your business

This is no different than Google: you need to claim your business on both Yahoo and Bing to maximize your local search results. Bing Places for Business is where you need to go to either create or claim ownership over the listing for your business.

The local business search results for Yahoo utilizes Bing’s business listings instead of their own, which show up as local listings on a website called Yext. Register on Yext; there are instructional guides out there if you need a little assistance.

Once you have taken these steps to register your business with Bing, you will need to register your website in basically the exact same way as you would with Google: by indexing your site.


Index your site

With Bing in control, Bing’s Webmaster Tools have now replaced Yahoo Webmaster Tools. This means that you have to submit your site once for it to work for both of the search engines. That’s pretty nice when you think about it.

The first thing that you need to do is to create a Bing login. To do this, you can use your Outlook (or Hotmail if you have been grandfathered in) or Microsoft login to create that login if you so wish. Then, visit the Big Website Submission page and make sure that you fill out the form completely to submit your website.

Also, you will need the URL address for the XML sitemap portion of your site. When you do this, you need to verify the ownership of your website by copying and pasting the code that was provided into the right portion of WordPress.

If you have any questions on how to do this, Bing (like just about anything from Microsoft) has extensive “how-to” instructions on the Bing website itself. Once you have properly registered everything, your site should be indexed within a few minutes and you will notice traffic beginning to trickle in by the end of the year.

Properly categorize and tag your website

Just like with any other search engine on the globe, categories and tags will help your content become more discoverable to the right audiences that are employing the right searches. This is why optimizing your website is so important in the first place.

WordPress makes this pretty easy. You can add categories and tags to each post or page that you create. These are vital labels that tell both the human readers and robotic algorithms what they can expect from the post, just like a header or a title would tell the reader what the piece is about.

You might have noticed the description and slug of a tag. These help to further explain what the content’s purpose is and they are signals that are used in the sitemaps to identify the different sections. This helps the search engines identify content so that it can deliver the appropriate ad experiences through each of the platforms.

Despite all of the tips and tricks that are out there for SEO, the right categories and tags are probably the most important things because they give an overall picture of what your website is actually about. Without those things, your bounce rates will go up and your organic search traffic will go down.

Use your SEO keywords in the right context

Using the right keywords has proven to be very important as far as ranking factors go in every search engine there is. Proof keywords and relevant keywords are critical when it comes to Bing’s searches and for good reason.

Internal links are becoming less important in Bing than they are in Google and relevant, contextual keywords are becoming as vital as ever. Blogging is one of the most widely used forms of content marketing today for this very reason.

Ensuring that your website content is fully optimized with things like marketing slogans as well as other ad copy gives your website descriptive information around the keywords that you want to make the focal point. This is the key to getting more accurate searches through Bing.

Much like Google’s algorithm, Bing’s algorithm takes the surrounding 5-7 words for each of the keywords along with its density within the content itself when it determines its search rankings. This means you can’t just spam your keywords; you have to have relevant and unique content to actually make an impact in the search.

Connecting to social networks

You can actually link your social media accounts through WordPress. All it takes is the Jetpack plugin, which actually is a generally standard plugin for just about any WordPress hosted websites, especially through providers like GoDaddy. If it doesn’t, you can certainly install it manually by searching through WordPress’ plugins list.

When you link your social media accounts with your WordPress page, you can ensure that your posts on your site go out to your social media accounts with backlinks. This is a great way of providing content through those avenues and building an audience.

While there is still some debate as to the importance of social signals, there is more than enough evidence to prove that they have a substantial impact on search results. In Bing, the results viewed by your Facebook friends can and will be featured in SERPs. Even if it didn’t really help your search results, those social networks offer larger audiences that you have to be in front of anyway.

Avoid black-hat techniques

There are SEO techniques that are referred to as black-hat and white-hat techniques. Black-hat techniques are considered to be tactics that might work but will violate the search engine’s terms of usage and can actually get your website banned from those search engines. Your white-hat techniques work just as well but they actually follow the rules.

Black-hat techniques might sound like a good idea but they aren’t sustainable and will get you banned. JC Penny got itself removed from Google temporarily after Google found it to be using black-hat techniques. Don’t be like that.

Bing operates no differently. If your website is found to be using black-hat SEO techniques, there’s a pretty good chance that you will get removed from the index. This means losing all the time and effort that you invested into building up your search rankings and it makes you look foolish.

This can be especially problematic on Big since the age of a website is also a ranking factor that isn’t heavily weighed on Google. Sites that have stayed up longer are more likely to have results that are presented at the top of Bing SERPs, so a ban can have a hugely detrimental effect on Bing searches.

These are just a few of the things that you can do to optimize your website for Bing searches. Even though Bing/Yahoo’s reach is nowhere close to what Google’s is, they still can reach a sizable audience and that alone is not worth ignoring.

While there are similarities between Bing and Google, Bing operates with a few different things that make their SEO stand out from Google’s. Being able to optimize your website to meet those requirements means that your website can be seen by eyes that perhaps Google’s search engine doesn’t.

It is important to make sure that your website gets seen by the most eyes possible so that you can develop the most possible traffic to your website. When you optimize your website to meet the standards outlined above, you can get some of those eyeballs onto your product.

Being able to incorporate Bing into your SEO work might feel like extra work, but it can give you a leg up on some of the other websites out there that might not even bother with earning those Bing rankings. Even a little extra to stand-out lifts your website above competitors.

Posted: | Updated: Nov 19, 2019 | Categories: SEO

B2B Marketing Guide for The Dallas Business Owner

Dallas B2B Marketing Guide Cover

Marketing can be a challenging game if you don’t really know how to go about it. What you might not have realized is how specific marketing can be. Many businesses focus their marketing towards individual customers, but there is another type of marketing: B2B.

B2B is business-to-business marketing and makes reference to any kind of marketing strategy that is more aimed towards an organization or business. When a company sells products or services to any other business or organization, they will typically use B2B marketing strategies.

What is the difference between B2B and B2C Marketing?

Though it might not seem like it, B2B and B2C (which stands for business-to-consumer) marketing are really quite different. There is a huge difference in the strategies that both employ as well as their applications. Not only that, there is a difference in their audiences and just how they communicate with those audiences.

B2B Marketing. This targets the interests, needs, and challenges of those individuals that are making purchases either for or on behalf of their organization. This makes the organization itself the customer. A few examples of B2B companies are:

  • An order fulfillment, screen printing, or warehousing service.
  • A marketing software company that specializes in lead generation software, social media management tools, and other marketing tools to organizations and businesses.
  • A coworking space that would lease office space to freelancers and remote teams

B2C Marketing. This is more geared towards the interests, needs, and challenges of individual consumers who are making purchases for themselves. Here are just a few examples of your average B2C company:

  • A store that sells things like t-shirts and other clothing accessories (think Target)
  • An e-commerce company that sells goods like office supplies to self-employed or remote individuals (think Poppin)
  • A platform that sells streaming subscriptions

As you can see, the different type of marketing depends on the audience that is being targeted. This is why advertising and marketing for B2B and B2C companies can vary quite a bit.

B2B Marketing Strategies

While it is important to note that B2B and B2C marketing can vary, that doesn’t mean that all pieces of B2B marketing material are the same, either. There are a number of different strategies that you, as a B2B Dallas Business Owner can implement.

B2B Email Marketing

Email marketing remains one of the most consistent methods of reaching individual customers as well as business customers. What you might not have realized is that a whopping 93% of B2B marketers actually use email and your business should definitely be among them. These emails ultimately lead to engagement, which then turns subscribers into those ever-valuable leads, and those leads to eventual customers.

B2C customers are generally responding based on entertainment and emotion, whereas B2B customers are looking for things like logic and a positive ROI (return on investment). They are looking for things that can help their business grow.

For this reason, your email marketing has to be able to resonate with these business customers and focus on the things that will ultimately matter to them: money, time, and resources. Not only that, using email marketing is a great way to share your brand’s content.

Another interesting stat: 83% of B2B companies use things like email newsletters as a part of their content marketing program and 40% of them say that their newsletters are the most critical aspect of their content marketing success. The key here is to be creative and to send out marketing emails that will stand out, making them effective marketing tools.

B2B Digital Marketing Strategy

Regardless of the business, having a digital presence is imperative. This is comprised of search engine optimization, paid ads, having a website, and so much more. Each of these is critical to the digital marketing capabilities of a B2B company.

These are a few of the things that a business needs to take into consideration when it comes to their individual B2B Marketing strategies:

Know your target audience

You can’t hope to have a successful marketing campaign if you don’t know who your audience is. Having the right demographic information will have an impact on just about every other aspect of your digital marketing campaign. Ensuring that your content is absorbed by the right eyes and ears means that your campaign is as targeted and refined as possible and that your resources don’t end up going to waste by trying to target the wrong type of audience.

Your website is one of the biggest factors

Without a website that is engaging and informative, your digital marketing campaign can’t quite function the way that it is meant to. A whopping 80% of buyers tend to visit the website of the business before they make a purchase. For this reason alone, having a great website is an essential aspect of digital marketing.

Because B2B sales can have a number of different people involved, like decision-makers or gatekeepers that have to okay the purchase, having an informative website is a straightforward, easy way to share information about your business with potential customers.

Optimize your presence

Having a website that is informative, engaging, and that stands out in a positive manner is all fine and well, but it has to be discoverable, too. To do this, you have to ensure that your on-page SEO and technical SEO tactics are up to snuff.

This includes a litany of things from meta descriptions and alt-text for your images to things like site speed and structured data. You also need to take into account things like social sharing and external linking strategies to ensure that your business is discoverable with the relevant searches and keywords.

Run Pay-Per-Click Ad Campaigns

Pay-per-click (PPC) advertising is becoming a great way to keep your brand in front of your target audience while only paying for those ads when they are actually clicked on. This keeps your brand and content in front of audiences through search engines as well as other advertising platforms.

Those PPC ads will then follow the user around to different sites they visit, keeping your site in the consciousness of the user. When they finally click on it, your goal has succeeded. For smaller businesses, this is a great way to maximize your ad budget.

One of the best ways to see an ROI from paid ads is to incorporate your buyer persona data and to boost content that they can relate to. Think about it: a consumer who has never heard of you is not likely searching for your product. They might search based on location or product features. To reach the largest number of potential customers, you can pay to target certain categories within your brand. This makes for an essential aspect of digital marketing campaigns.

B2B Content Marketing

Though we have already touched on the differences in B2B vs B2C, there is another thing to take into consideration. B2C marketing generally has to interrupt a consumer’s day-to-day protocol with those promotional materials. With a B2B, those content marketing strategies will add information and inform the consumer.

Being able to provide that essential information to those B2B customers works much differently and the delivery is much different as well. This is why creating content that is informative is the most important aspect. You are trying to give these B2B companies all of the information that they should need to choose your company.

Creating a business blog can be a great way to achieve this. Having a great website is key for a lot of reasons, but giving your audience informative content is one of the most important. Potential customers who find all of the information that they need on your website will likely choose your business.

B2B Social Media Marketing

The numbers for social media marketing are incredible: 75% of B2B buyers and 84% of C-Suite executives make use of social media before making a purchase.  B2B companies tend to struggle with their social media marketing, though.

This is because it is harder to connect with business customers than individuals due to longer chains of command and a lengthier sales cycle. This aspect of marketing isn’t so much about converting leads, it is about connecting with other businesses, humanizing your own, creating brand awareness, and giving your company more of a personality online.

Social media can also be a very effective tool for enhancing your brand and sharing your content. The more avenues that you have to get that information about your company out to your audience, the more valuable it is to your overall marketing strategy.

Developing those B2B contacts and turning them into sales mean everything to B2B businesses. There are a number of ways that every B2B company should be trying to establish a digital marketing campaign and they are all valuable to growing and developing a B2B business.

Understanding your audience – what their wants and needs are – and working to develop that audience is the biggest key to orchestrating a successful B2B digital marketing campaign.

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The Value of A/B Testing for SEO

AB Testing SEO Banner

You might be struggling to get traffic to your website from Google and wondering what you can do about it. And the truth is that you are not alone. There is one report that has found that 91% of content gets exactly zero organic traffic. If you fall in that range and have been executing an SEO strategy that you had hoped would work, this can be especially frustrating.

The good thing is that you don’t need to completely overhaul your entire SEO approach to begin seeing results. There is a way that you can run experiments to find the right optimization without having to sacrifice the number of rankings that you have established or change your website entirely.

The answer is A/B SEO testing.

What can you test with A/B Testing?

There are a wide variety of on-page SEO elements that you can use to form the very foundation of your A/B experiments. Things like URL structures, headlines, meta titles, calls to action, sales copy, images or videos, product descriptions, and standard descriptions.

Rewriting most of or all of your content would not be a good way to run the test since it would invoke the content freshness algorithm that Google implements. You could try to implement your test by doing varying product descriptions. One page would be a standard 150-word product description while the other would be a redirected duplicate of the page with a 400-word product description.

The A/B SEO testing allows you to find out what the ideal length of your product description should be before having to commit to writing those extra 150 words for each product. Basically, you are finding out if it’s worth it or not. This can be hugely helpful.

Why should you bother with SEO testing?

This is a seemingly smart question because, really, no one wants to have to put more work into something than is necessary. But the idea with split testing your SEO strategies is that it will save you time as well as money. Sitewide changes require not only a lot of time, but a big investment, but an SEO strategy that is not working needs to be changed.

This is also a huge risk: without understanding the full potential impact that making those changes could have on your website as a whole. You run the risk of losing the results (even if they are small) that your SEO results have been generating. Even if you only have something like 50 keyword ranking positions, you definitely do not want to lose those.

A/B testing can also protect your website from potentially being negatively impacted by something that is outside of your control. The fact of the matter is that Google is constantly changing its best practices and can almost make changes overnight. This actually happened pretty recently when Google implemented their EAT (Expertise, Authoritativeness, Trust) release: it caused several of the more well-known healthcare sites to lose around half of their organic traffic.

Being aware of algorithm updates can be helpful so that you can split test features that are being prioritized in the new updates. This way, you can know how your website will be impacted by these updates rather than waiting around and seeing, which might make it too late.

Pick your hypothesis

Each and every A/B test has to start with a hypothesis; that is, a single statement that explains the result that you are expecting to achieve. Usually, this is in an if/then kind of statement. Things like:

  • If I add more videos on my website, then my bounce rate should go down
  • If I include a power word in my meta descriptions, then my organic CTR should see an increase
  • If my URL structure becomes shorter, then Google should be able to understand the content on my page more easily, which would rank my shorter URLs much higher in the SERPs

Having a hypothesis for your A/B test is important because it then gives you a more thorough understanding of the kind of results that you are hoping to see. When you focus on the expected outcome, you test to see if your initial expectations are accurate.

Google Optimize is just one way to run your A/B Testing.

How to run your A/B test

There are a few different avenues that you can run your standard A/B test through. The first is Clickflow. It is a tool that is designed to make the SEO experimentation process easier than ever. What it does is it syncs with your Google Search Console account in order to find the opportunities where there is a high impression count yet a low click-through rate.

All you need to do with Clickflow is to go to the New Test button and select whether you are using a single URL or a group of them. Then, name your test and add the pages that you want to test. What is great about this is that it suggests SEO experiments that you may have missed.

There is also Google Optimize. There’s a pretty chance that you already have a Google Analytics account which you use to track your SEO strategy results. Build on this by using Google Optimize, which works with Analytics to run you’re a/B tests on a certain web page.

Google Ads is also another possibility as SEO can take a long time before it starts to pay off. With Google Ads, you can track and map changes before you start to see the organic changes, which can take a long time to see. This can be achieved through Google Ad variations. You can change the text on your campaigns or swap out the text, which allows you to perform the A/B test to see which copy will work best for what you are trying to achieve.

Ultimately, A/B testing is a great way to find out if you can implement changes to your current SEO strategy without having to completely re-do your entire website or rewrite all of your content. It is a tool that can save businesses a lot of time and trouble.

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Posted: | Updated: Nov 15, 2019 | Categories: SEO

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

Track GMB Clicks Blog Banner

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.


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 ‘’ 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.

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.


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.


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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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.


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


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 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