BrightLocal just released a new study on where people click on SERPs (Search Engine Results Pages) for service area businesses and it’s chock full of good insights. Don’t have time to read the full study? No worries. We put together a list of key takeaways and actionable steps you should take to ensure your business gets all the clicks you deserve.
Note: This study compared click rates when Local Service Ads (LSAs) were and were not present, and evaluated SERPs for plumbers, locksmiths, house painters, garage door pros, and towing companies in San Francisco.
#1 Organic is still the leader in clicks.
With 50.8% of people clicking on organic search results when LSAs are absent and 43.9% still clicking on organic search results when LSAs are present, it’s time to stop saying SEO is dead and that the only way to win is to pay the reaper. Organic is still the popular girl at school.
Organic position #1 is the top most clicked SERP result overall, but as long as you’re on the first page, you shouldn’t worry. Only 3.60% of people said that position on page determined where they clicked on organic search results when LSAs were present vs. 8% when LSAs were absent.
Why should you care?
You need to be where people are looking, and people are looking (and clicking) in organic search results. An optimized, attractive, informative, and user-friendly website will help your business rank on the first page of organic SERPs. And given the importance of review ratings (which we’ll talk about in just a minute), you may want to consider adding review Schema markup to your site for a little extra click incentive.
#2 Nearly 1/3 of organic clicks are on directory sites.
According to the study, the number one reason people clicked on an organic search result was because it was a list of businesses (aka a directory). Interestingly enough, Yelp claimed the #1 organic spot in all 5 service business categories.
Why should you care?
If people are clicking on directories, they need to find your business on those platforms. And as much as we all hate Yelp, we shouldn’t ignore it because it’s getting a lot of clicks. As part of your SEO strategy, you should make sure your listings on directory sites are accurate. You may not have time to get incredibly detailed on every major directory, but at the very least, you should have your Name, Address, Phone Number (NAP), and hours.
It’s interesting to note, however, that 6% of people clicked on an organic result because it wasn’t a directory (3.18% when LSAs were present). So once again, having an optimized website matters.
#3 Review rating and number of reviews were the leading determiners in who got the clicks in the local pack and in LSAs.
We all know that reviews matter, but this study confirmed that the review rating and number of reviews that a business had largely determined whether or not it got the click in the local pack (51%) and in LSAs (also 51%). The local pack is the list of businesses that shows up just below the map, and spots 1 and 2 are the most clicked SERP results after organic position #1.
Why should you care?
Potential customers are judging you in the SERPs and deciding whether or not to even consider your business based on what others are saying about you. No matter what type of business you have, you need to be regularly getting more reviews and better reviews.
A lot of business owners know they need more reviews but they’re either uncomfortable asking or inconsistent. Asking for reviews needs to be a regular part of your service process, but if you need some help, shoot us an email at firstname.lastname@example.org. We have some tools that make the “ask” easy and effective.
Note: Make sure you’re still getting reviews on your Google My Business, even if you’re enrolled in Local Service Ads. Reviews from GMB count towards your LSA rating, but LSA reviews don’t count towards your GMB rating.
#4 PPC Top Ads & Local Service Ads are getting clicked, and with time, education on what it means to be “Google Guaranteed,” and familiarity, the number of clicks may increase.
When LSAs are present, LSAs and PPC top ads are collectively claiming 24.9% of clicks in SERPs. When LSAs are absent, PPC top ads are still getting 14.1% of clicks. While the #1 reason for clicks on LSAs is review rating, the #1 reason for clicks on PPC top ads is position on page. On mobile, numbers are presumed to be even higher, because people are even less willing to scroll down on a smaller screen.
Local search expert, Tom Waddington, points out that with the rise of voice search, “in four of the five categories in this study, the results from Google Assistant would be 100% paid.”
Why should you care?
Even if you have a fully optimized website, if you’re not using PPC or LSAs to grow your business, you’re going to miss out on some customers. If you haven’t already, it’s time to consider adding PPC to your strategy and integrating LSAs if they’re available in your area and vertical. You don’t have to blow your entire marketing budget on ads, but strategically integrating Google Ads campaigns and Local Service Ads can help you cover all the bases and grow your business faster.
Make sure you’re creating clear, attractive ads that people actually want to click. 40% of people click on an ad because of its content. Use the limited space you have wisely and think about what entices you to click. If your ad is unattractive, unprofessional, and doesn’t have a very clear call-to-action (including your phone number), it’s just taking up space.
The #1 top PPC ad is still getting more clicks than all of the LSAs and about 100x the clicks of bottom of the page PPC ads, so that’s really the spot you want if you’re using PPC as part of your strategy. Don’t waste your time on ads at the bottom of SERPs. No one’s scrolling that far down to see your ad, except maybe you. If you’d like to talk with a Google Ads expert about your business, reach out to Christian at email@example.com.
Pretty interesting stuff, huh? We’re hoping BrightLocal will do a similar study on mobile, because we have a feeling the findings would be quite different. Stay tuned!
The world of search and SEO can be confusing, but if it’s all Greek to you, you’re not alone. Here are some of the most commonly asked questions answered by Account Manager, Chris Pitts. If you have questions you’d like Chris to answer in the next round, please leave them in the Comments section and we’ll do our best to get to all of them in time!
#1 How Do Rankings Work & What’s The Difference Between Organic & Maps?
There are three places on a Google Search Results page that are completely independent of one another where ranking comes into play.
The first section (at the top of the page and sometimes at the bottom as well) is Google AdWords. These are marked by a green “ad” symbol and are determined entirely through the AdWords PPC (Pay-Per-Click) advertising program. These spaces are not subject to the Google algorithm and instead depend on how much a company is bidding per click, as well as quality score (relevance of the content on the landing page to the search), and competition. You will not show up there if you aren’t in the AdWords PPC program.
The second place is Maps. Maps results are delivered to a searcher when they are searching for a business or service “with intent.” What “with intent” means is that Google has determined that the searcher is looking for a business near a physical location. If you expand the Maps results, it will take you to Google Maps, which shows a much larger bank of results within a given area.
The problem with Maps is that it is built for brick and mortar stores, not service businesses. Despite this, Google still shows Maps results for service searches, which muddies the water a bit. Because results are so tied to physical location, you will not show up in the Maps pack if you are not physically located near the area the searcher is physically searching from or near the central area the searcher has put into the search bar. All ‘near me’ queries are treated as a search for a brick and mortar location.
There has been a rich history of people spamming Maps by creating listings in places other than physical locations (i.e. P.O. Boxes and UPS Stores). This is against Google guidelines, but Google is spotty with how they treat spam, so while it’s risky to operate this way, we do see companies have success doing this from time to time. Of course, you risk losing your Google Maps listing altogether, which means losing all of your reviews as well, since they are housed within Google Maps. Not worth it in our opinion!
The third section is organic. Organic rank is determined mostly by the content, quality, and markup on the site itself. Several factors go into this determination, but some of the biggest ones are:
- Site speed (page load time)
- Relevance and readability of text content on the page (Google works because it delivers results that are relevant to the searcher. Text content is the only way for Google to determine this, outside of the coded information we send to them)
- SEO Titles/Meta Descriptions (the titles and descriptions on the back end of the page that make up the snippet that shows in search results and gives Google an overview of the content on the page)
- Relevant links to the page from high-quality sources
Each page of a site can be indexed separately, so you may see several pages from the same site come up for searches.
When you’re dealing with organic rank, specifically on a home page, you have to take into account NAP info (Name, Address & Phone Number), and potentially competing websites. If your business has more than one website (especially if each website has a different phone number or address associated with it), Google will get confused, and could drop your ranking on both sites. Keeping your NAP info consistent on all sources online helps keep your organic ranking up. Any place your NAP is incorrect or inconsistent can be seen by Google and lowers your site’s trust rating. After all, if there’s conflicting information, how can Google be confident that it’s presenting the correct information to the searcher? It can’t, so it will drop your organic ranking.
#2 What Does NAP Mean & Why Is It So Important To Be Consistent?
NAP info stands for Name, Address & Phone Number. When it comes to information Google is looking for from your business, these are the big three. Why? These are the three things that Google believes a searcher will be looking for most often. They want to know your name (for obvious reasons), they need your phone number for scheduling or questions about products/services, etc., and they need your address to actually get to you if you are a brick and mortar store. Google treats all businesses as if they were brick and mortar stores in most respects, so even if you are a service business, Google still views NAP information as very important.
Because Google indexes sites all over the web, it has access to almost every place your business is listed online, whether you know it’s listed there or not. If you have different phone numbers, addresses, or versions of your business name online, Google loses trust that the information presented is accurate.
Google only works because the search results it presents are accurate and helpful to the searcher. If the searcher can’t trust the information Google is presenting, he or she will stop using Google — and Google doesn’t want that.
If Google is getting mixed signals from all over the web with different phone numbers, addresses, and variations of your business name, it will suppress your business in search results in order to prevent a potential searcher from getting the wrong information. This is critically important and is often overlooked by businesses. Many companies use tracking numbers to determine where business is coming from, but when these get online, it confuses Google. This is where many companies slip up.
Note: It’s a bit different if you’re a business with more than one location.
#3 Why Don’t I Show Up In Maps Anymore & How Can I Change That?
Google Maps is an ever-changing landscape. As Google changes its Maps algorithms, companies find ways to exploit it and spam the system. Every time this happens, it forces Google to re-examine the algorithms to try to combat these spammy tactics. This is the largest factor contributing to changes in Maps rankings — however, it is far from the only one…
Every day, more and more people are using their phones and tablets to search for businesses and services. As this shift happens, it changes how Google delivers results and what those results are. Fifteen years ago, people didn’t have the Internet on their phones, and tablets weren’t even a thing. All searches were being performed from desktops in the home or office, which meant that people had to put the location they were searching for directly in the search bar. As technology advanced and people were empowered to search on the go, the whole system changed. Now people are looking for things close to their physical location, which can be derived from a phone or tablet’s GPS location. They are also generally looking for something more immediate, and many times, they’re not willing to dig as far into the search results. This shift has caused Google to shift things a bit in terms of how they present Maps results.
The Maps views themselves zeroed in as the majority of the searches were deemed “on the go” and needing to be tailored to the physical location of the searcher. This change also eradicated the need to include location keywords in searches. Now, instead of searching for “coffee shop Nashville, TN,” (a search that would center around downtown Nashville), a searcher might search “coffee shop near me,” or even simply ask their voice assistant to “find a coffee shop nearby,” which centers the search around the searcher’s physical location. This means that every searcher will get a slightly different Maps result.
What does this all mean?
The big takeaways are that your physical location is key to showing up in Maps. If you’re not physically located near where most of your clients and customers are searching from, you may not show up in their personalized Maps results. The other important factor here (and the one you, as the business owner, can actually control) is reviews. Reviews are housed within Maps and are the most important factor in a potential customer choosing you over your visible competition. If you focus on getting good reviews and responding well to bad ones, you will stand out among anyone else that shows up in the same Maps space. It doesn’t matter if you are one, two, or three — if you have 100 more positive reviews than the other two, you’re likely to get the customer.
#4 How Do I Get Reviews?
Ask everyone for a review! Obviously if you have a visibly unhappy customer, you may not want to ask that person, but in that case, you should be doing things to correct the situation and leave them satisfied. Outside of those small instances, you should be asking everyone for a review. Explain how important reviews are to you as a business owner, and that you value feedback, both good and bad. You want to know how your people did and, because you have confidence in your company, you aren’t afraid for that feedback to be public.
Many people don’t think their opinion is important enough to take the time to leave a review, and many often don’t know how to leave you a review even if their opinion does matter. Familiarize yourself with the review process so that, if a customer asks you how to do it, you can tell them with confidence. Some other things you may want to try:
There are two big DON’Ts though:
- Don’t publicly incentivize reviews. This is strictly against Google guidelines, as they don’t believe incentivized feedback is legimiate. If a customer puts “thanks for the gift card” or something to that effect in the review, you risk losing all of your reviews and maybe your listing altogether.
- Don’t leave reviews for your own business. The only people who should be leaving you reviews are people who have actually used your services or visited your store. If you are a service business and you start getting reviews from family members several states away or get one from an account that is tied to your business, you could lose all of your reviews and your listing. It’s not worth it!
The last thing I will say is, don’t be afraid of negative reviews. You can’t please everyone all the time — it’s just not realistic. A negative review with a well thought out, amicable response is worth 10 five star reviews. Many times a searcher will look at negative reviews first, so this is your chance to make a great first impression on a searcher. Don’t ever underestimate the power of a well-answered one star review!
And while this may sound counterintuitive, a few three or four star reviews mixed in with many more five star reviews boosts the overall credibility of the other five star reviews. They look more authentic and genuine because people trust that the reviews there were not incentivized in any way to create a “perfect” star rating.
#5 Do I Need To Respond To Both Positive & Negative Reviews? How Should I Respond?
Definitely respond to negative reviews. Every negative review that comes in should have a written response. My advice is to post it the day after it comes in, if possible. You don’t want to respond the second you see it, because oftentimes, when it’s that fresh, emotions are high. Let yourself calm down and revisit it the next day when you have a clear head.
Try to take the conversation offline — you never want to go tit for tat with a reviewer. A good response might look like this:
Hello, my name is __________ and I’m the business owner. I’m so sorry you had a bad experience. It is very important to us that we deliver a level of service that meets your expectations. Please give me a call on my direct line ***-***-**** at your earliest convenience and let me know what happened and what we can do to make it right.”
This takes the conversation offline and offers a well-reasoned, measured response for other people who may come behind and see the negative review.
Some other things to remember when responding to negative reviews:
- DO admit when you’ve messed up. Everyone makes mistakes — don’t be afraid to admit that you messed up. Many customers love that admission, because it shows your commitment to the work you do and ensures them that, if they have a problem, you will work to make it right.
- DON’T get angry online. Even if you know you’re right and the customer is being unreasonable, a third party looking at the conversation online won’t have that knowledge. When you go tit for tat with a reviewer online, it’s your word against the customer’s, and that usually doesn’t go in the business owner’s favor.
- DON’T use the same response for every negative review. If you have a canned response, it shows a lack of empathy, and it could send the message that you get so many negative reviews, you had to standardize the process (which is never good).
As far as responding to good reviews, that’s up to you. It’s never a bad thing to do, but if you are doing your job of asking everyone for a review, you may find that this is a difficult thing to keep up with. Do what feels right for you and fits with your flow.
#6 Why Does A Business With Less Reviews Rank Higher Than Me On The Map?
Reviews, although important, are not the only factor or even the main factor in Maps ranking — location is. Maps is all about physical location. The closer a business is to a searcher, the more likely they are to be #1. The important thing to remember here is that Maps ranking, to some extent, doesn’t really matter. Don’t think of it as a first, second, and third place. If you’re being shown in those top three spots, all ground is essentially equal.
What sets you apart when you do show up in Maps is your reviews. The majority of people will not click on a business just because it’s listed first if the second and third business has 100 more five-star reviews. If you focus on getting good reviews, it doesn’t matter where you are in the Maps three pack.
#7 Does PPC (Pay-Per-Click) Really Work For Service Area Businesses?
Yes, IF it’s used correctly. I’m speaking on Google AdWords specifically here because it is by far the most popular option for PPC. Here are a few things you need to know:
AdWords works on a bidding system, so it’s very competition driven. Different keywords in different industries in different markets have wildly different costs-per-click. This can make the question of “Is it cost-effective?” very difficult to answer, without really digging into your specific business. That being said, when AdWords IS done correctly and the ads point to a quality page on a quality site, it can generate a lot of leads.
One of the biggest mistakes I’ve seen people make (even PPC management companies) is using location specific keywords, without actually defining the areas in which the ads are to show. In this situation, a company might use “chimney sweep Nashville” as their keywords, but because they didn’t confine the ad area to Nashville, the ad would show to people searching from all over the country. You’re guaranteed to get useless (and costly) clicks from way outside of your service area if you run a nationwide campaign as a service business, no matter how many location keywords you tag onto your search terms.
It’s also important to target your campaigns very intentionally. Running campaigns for every service you do but not bidding enough to get on the first page is useless. Instead, you’ll benefit more by picking a few services (maybe some that are seasonally appropriate) and making sure you’re bidding enough to be shown on the first page.
Another factor that influences both your cost-per-click and the user experience (which is tied directly to leads) is the relevance of the content on the landing page. If you’re running a chimney sweeping ad and you’re taking those who click to a gutter cleaning page, you will pay more per click than someone who is sending people to a page with content that’s relevant to the ad.
Also, consider that, if a user lands on your page after clicking the ad, but they can’t easily find a way to contact you, they’ll likely hit the “back” button, which means you’ve just lost money on a click. A common practice among some PPC management companies is to set up specific landing pages as stand alone sites that serve only as landing pages for AdWords campaigns. These will often have a tracking number associated with them, so you can track exactly how many calls come through that campaign.
The problem with this is that these pages, in many cases, will interfere with the organic ranking of your main site and the tracking numbers will be seen by Google as NAP inconsistency (if they are on the pages themselves). This does not mean, however, that all tracking numbers are bad. Using a tracking number in the ad itself is not picked up by Google’s algorithm and will not count as NAP inconsistency, so long as it remains ONLY in the AdWords system and does not find its way onto an indexed landing page.
Key Takeaway? AdWords is a powerful tool, and like any tool, it can be very helpful or very dangerous. Proper training and understanding is required to leverage AdWords effectively in your business.
It’s no secret that things are always changing with the Wild Wide Web, but if you feel like changes are happening at an accelerated speed as of late, you’re not alone. This week, we sat down with one of our Lead Account Managers, Tom Smodic, who has been with us for a little over 2 years. His chosen week of vacation this summer just so happened to align with one of Google’s biggest recent changes, the addition of an Ad to the local pack. We’ve asked him to talk about how fast things are changing and what this change means for small business owners. Here are some of the highlights.
Tom: I was gone a week, and the biggest change I saw was that Google started to monetize the local pack, which is different than organic and different than AdWords.
For those of you who don’t know, the local pack, which is an area specifically reserved for local businesses was at one time a seven spot, then five, then three, and now, for all intents and purposes, two.
Tom: Two out of the three are based on whatever algorithm Google has for local service businesses, but then the third can be paid. Whether that’s going to impact people’s decision making has yet to be seen because it hasn’t fully rolled out yet. Are people going to care that one of these is an Ad or are they just looking to see where things are located?
Were you surprised that Google took this step and sort of crept into the local pack space?
Tom: It was not so much a shock, not so much a surprise. We’ve seen Google looking at how to change that space, whether it was the “Request a Contractor,” “Request A Quote,” and things like that or things like this. They’re always looking to deliver results. But what you have to remember is that Google is a Search Engine, but they’re also an Advertising Platform, and they’re in it to make money. They’re not in it for altruistic reasons, they’re in it to make money. And if they find a way to do that without disrupting everything that they’ve kind of built their reputation on, they’re going to do it. So, I think we’re just seeing that trend continue.
Do you think this trend has picked up any momentum or simply remained steady?
Tom: I think it’s accelerated since I’ve been working here, just the amount of changes. They’re looking to do some more things in real time, like updates and search results, as opposed to set updates and stuff like that. It’s not that you’ll have a change like this every week, but Google’s always looking. And it’s not like there’s going to be a huge announcement or anything like that. You’re not going to get an update on your phone telling you what happened, it just kind of does. And it’s up to us to stay on top of that as best we can so we can answer the questions that may come up from our clients. That’s part of the ongoing day-to-day thing that a lot of people don’t realize. Because it’s changing, we have to stay on top of the landscape. If we stopped reading two years ago and just said “Well, we know how this works” or “We know what we’re doing,” we’d be in trouble because a lot of it has changed since then. We have to keep up to date. I just happened to pick the one week where Google made a significant change, though it’s yet to be seen if people will even notice or care.
Until we see whether this affects people’s decision making when searching for local services, what advice do you have for business owners?
Tom: It still boils down to having good reviews. If you’re running your company well and delivering good service – from the first phone call that the customer makes to your company to the final follow-up and anything beyond that – if you’re delivering the right customer service to them and are friendly, don’t overcharge, don’t upsell, or do those things that customers don’t like, they’ll be more inclined to leave a good review. And you won’t be scrambling to keep up with somebody and keep reviews fresh. It all comes back to that. Are you delivering value to your customer base and are you doing a good job of it? Whether it’s online or offline, your customers are going to talk to people – whether they leave a good review or they go tell their neighbor. Run your company well and make sure your customers are satisfied. Let them know that you appreciate their business and that you’d really appreciate it if they shared their experience by writing you a review on Facebook, Google, or Yelp.
Unfortunately, most people aren’t going to just write reviews unless they’re dissatisfied, so you’ve got to ask. And believe me, reviews matter! BrightLocal just conducted a survey and showed users a mock-up of the new local pack with an Ad. The third business got more clicks even though it wasn’t first in the pack. Why? Because it had good reviews!
Do you think a lot of the reasoning behind the acceleration of changes has to do with mobile?
Tom: Yeah, I think mobile is the reason for it. When I started, mobile was there, but there wasn’t that big of an emphasis on it. Google’s trying to create the same experience across both desktop and mobile. Searching on mobile, you’re looking for more real time results, especially when you’re looking for gas stations, places to eat, and things like that. Google knows they have a limited window to deliver the right service to the right person at the right time. So, whether it’s paid for or it’s just through organic search results, they know they have to get it right sooner. Whereas on desktop, it may be a little less time sensitive.
But not only that, there’s less screen space with mobile. There’s just not as much real estate and they’re trying to put the most relevant result in front of the right person at the right time. So yeah, I think mobile plays into it and probably rightfully so. I don’t think desktop’s going to go away any time soon, but for these types of searches, time sensitive searches, people on the go, Google knows they have to get it right. And I think that trend’s only going to continue.
Do you think we’re headed in the direction where business owners are going to have to invest in both organic and paid search?
Tom: I think there’s going to be a time where that is true, especially for the smaller guys. How much will need to be invested in paid, I’m not sure, but I think, just with the way Google’s moving, it could end up being a full front page of paid search results. That could just be it. Now whether or not, as that happens, people start to distrust the results is yet to be seen. Again, people might not even care. So, I think it kind of depends on where you’re located and your market. Every market is different. I think the thing to keep in mind is, people are not buying services or products from a company or a brand even, they’re buying from people. So, yes, you want to show up and you want to be in search results, and there might be a time where you have to pay for that, but there’s a lot that you can do offline to kind of combat that. Like I said, focus on your systems, focus on your processes, focus on the people that you hire, because you can control those. You can’t always control Google’s algorithms – people think we can, but unfortunately we really can’t. Though I wish we could!
It’s hard to say what Google will really do, but the latest changes just suggest they’re looking to make money in any way they can. Just like any other business, you kind of have to adjust to where your customers are. But for people to go to another Search Engine would take a colossal fail on Google’s part – they’d have to really screw up the user experience to drive people away at this point.
However, I do think more people are going to start looking for businesses on Facebook, Yelp, Instagram, etc., in addition to Google. They’re going to look in multiple places to research a business beforehand. I think they’ll look to local groups and within local communities, paying more attention to the local area and wanting to stay within local. And that’s an advantage that local service businesses have that big brands don’t – they’re more personable & approachable, and you can leverage that by being a part of the community, being visible, being active.
Establish your brand and put yourself out there in your community so that people know who you are and want to do business with you specifically. It’s more than TV commercials and radio – be a resource for those in your area, sponsor little league teams, refer your customers to other local businesses.
There are ways it can be done, but I think in terms of pure search, there might be a time where you do have to allocate some funds for paid search. But then, what do you do after? What’s the experience like after the person finds you? I mean, these are the things you need to think about. They can find you, but if you have bad reviews, no reviews, or are perceived to provide a bad customer experience, then they’re going to go to somebody else, regardless of how far up or down on the first page of search results you are.
Even if you get lucky and capture that click or phone call because you’re first in organic and first in the maps, if the person picking up the phone has the wrong tone, you could lose the customer that way. So you have to be cognizant from the very beginning, all the way to the end of service, and be consistent. Like I said, you might get that click or that call, but what happens after that is ultimately in your control and will determine if they do business with you and come back to you. If you’re in business, you’re in the people business, regardless of your industry. Search may change, but that’s not going to change
So, we’ll just have to wait and see with Google.
When it comes to making your website stand out, content is just as important as, if not more important than, design (shh…). And not just for your potential clients, but for the ever-changing, impossible to please: Google. Whether you like it or not, if you want to show up in search results and increase your online traffic, you’re going to have to cater to Google.
Getting Noticed By Google
We all live under Google’s roof and we all have to follow Google’s rules. So what kind of content is Google looking for?
- Consistent Content: As inconsistent as Google is, you can’t be. One of Google’s big turn-offs is when a business’ NAP (Name, Address, Phone Number) isn’t consistent across the Web. Why does Google care? If your business has several different names, phone numbers or addresses listed on the Web, Google can’t be sure which is correct. And they aren’t going to go out of their way to offer questionable and confusing information to the Searcher, so you’ll be skipped right over. NAP cleanup is one of the most tedious jobs – but it’s almost one of the most important jobs. If it looks like you don’t know who you are, why would Google or your potential clients know or care?
- Informative Content: Google is working to provide an even better, faster and easier search experience for Searchers. In order to do so, they have to weed out websites that are likely to prove useless to the Searcher — which means if your website isn’t informative and content-rich, in Google’s eyes, you’re out of the race. Well-written, helpful and knowledgeable content is what Google is looking for, because chances are, that’s what the Searcher is looking for. Why do we search in the first place? Because we want to know Who, What, When, Where and How. Does your website content clearly provide the answers?
- Original Content: This is one of the biggest misunderstandings we come across as a digital marketing company. Many websites seem to be well-written and authoritative – and somehow, very familiar. That’s because so many business-owners don’t understand the importance of original content, and simply copy and paste from a similar website. Although this method may save you time, it certainly won’t help your online presence grow. Google despises duplicate content, and will essentially rule your business out as an authority. In other words, don’t skimp on content – take the time to get it right.
The Searcher is the Center of The Google Universe
If you read Time Magazine’s article on Millennials (a Millennial refers to anyone born between the early 1980s and the early 2000s), or if you happen to know any Millennials firsthand, you know that they have a reputation for being lazy. Well, although I will defend Millennials and say that I think it’s a characteristic of modern humanity and not just a generational thing, I will say that when it comes to searching the Web, especially for services, it had better be easy and fast. Let’s face it, we’re a nation of impulsive, impatient people, and we don’t want things tomorrow, or even now – we want them yesterday.
If your website looks great, but is lacking helpful information or is inconsistent and difficult to navigate, chances are, you won’t even come up in the search results. And even if you do somehow make it past Google, how will your potential client know that you have what they need? According to a recent article in SiteProNews,
“8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.”
Now, that doesn’t mean the rest of the content can be fluff (we already discussed how upsetting this is to Google), but you have to make it obvious that you have what your potential client needs, as soon as they land on your site.
Once you enter your potential client’s radar, you have a limited amount of time to build authority and trust. And whether you like it or not, potential clients are judging you based on your grammar and tone. If your content is littered with typos, you certainly won’t come off as a professional. On the other hand, if your content is too technical, it will bore your potential client, go right over his or her head, or both.
The Moral Of The Story
So let’s recap: To build a strong Web presence and show up in search results, your content should be consistent, informative and original. You have to prove to Google that you’re worth the Searcher’s time, and that you’re the answer to the Searcher’s question.
You see, as frustrating as it can be, all of Google’s changes and rules are designed to make the search experience better for the User. Google wants to shine a light on the websites that possess an air of authority, because these are the websites that are most likely to help the one conducting the search. Life is hard as it is – your business’ website should be designed to make things as easy as possible for your potential customers.
Now, ask yourself: Is your content helping or hurting your business?
Advertising in Google AdWords is like playing in Dungeons & Dragons. Most of us have never played the fantasy role playing game except for us geeks, but for those that never had the pleasure, here is a short breakdown:
Your character must slay dragons, sorcerers, goblins, and other such creatures as you play the game. Everything is up to chance by the roll of the dice with factors of skill and other modifiers. It has very complex rules and takes many books and one person to be the Dungeon Master to keep track of all the statistics, chances, factors, and modifiers. Games are not played in one session. It is played over many sessions to build your characters skill and weapons to navigate through this fantasy world.
Google in this analogy plays the role of the Dungeon Master and sets the rules for their advertising search. It also is a very set of complex rules and algorithms that set the stage and put everything in place.
The fact is that AdWords is also up to chance. It is based upon many factors, and every time performs a search in Google, the dice is rolled, and your ad may show. But how much money are you willing to pay for that click? Does your ad have good ad rank? How good is your quality score? Is your ad well written to capture customer’s attention? Is your website landing page optimized? Do your ads and keywords generate good Click Through Rates? Will a click from an ad generate a response to call you, set an appointment, or purchase an item?
The other question businesses and business owners must consider is how much time and resources are you putting into your web advertising that is taking away from running your primary business? It’s always better to have a partner in navigating through this world of Dungeon Masters and Dragon competitors. That’s one of the things we do here at Spark Marketer.
We take the complexity out of AdWords and can create campaigns that match your business, marketing, and budget goals. We too have the Dungeon Masters Guide and know the common pitfalls and mistakes that small local business make every day in local search. One tiny mistake can cost huge for small and medium sized businesses. So us geeks cut through Google’s Dungeon tricks and help devise web advertising strategies that get results and bring customers to you.
Now where is my 20-sided die?