By Carole Hawkins, [email protected]
Ever wonder how those company ads appear on the screen when potential customers do a Google search?
How to be one of the local business “pins” that Google puts on that map that pops up?
Or how to land higher than five pages down after a keyword search that perfectly describes your services?
Figuring that out for small businesses is what Web.com does.
Based in Jacksonville, the company designs websites for small businesses and manages their online marketing campaigns for a monthly fee. It’s the world’s largest online marketing company, according to Branch Manager Dan Broze, with more than 3 million customers worldwide.
The company in May held a lunch-and-learn at the Northeast Florida Builders Association.
The seminar was the introduction to a six-part series that will cover such topics as search engine optimization, pay-per-click advertising and social media.
“We want to educate business owners on what it takes to have a strong online marketing campaign so they can ask the right questions when they hire a firm,” Broze said.
Mistakes in web marketing can cause a campaign to backfire.
For example, a campaign that takes a client to the top of the search engine list in 30 days is likely doing something wrong. Like “stuffing” a site with keywords — putting long a list of jargon at the bottom of the page, so that anyone using those words to search will pick up the site.
The first couple of months, the site goes to Page One. Then all of a sudden, it goes to page five. That’s because Google has flagged the site.
“Once you’re flagged by a search engine, it’s very difficult to get back up,” Broze said. “Because Google’s main job is to bring you credible, reliable, relevant information.”
Very good SEO takes three to five months to establish its ranking. When a website gets into a top position organically, it becomes a very solid position.
Concepts to know
Search engine optimization: The process of creating a website so that a search engine wants to see it.
• Think of the landing page as a lead site, a place that gets consumers to call to learn more, not a place to them everything about the business.
• Think of meta headings and meta tags like a chapter title for a book. Write them to help search engines find the page.
• Use keywords that describe the product or service in 27 different ways.
• Use links that reflect the business and make sure they work.
• Use videos when possible and make sure they are labeled with keywords.
• Use local words like “Jacksonville” to help local consumers find the site.
• Be aware of your digital shadow on social media. Respond to negative reviews.
Pay-per-click: Brings up company ads on the right side of the screen after a keyword search (if using Google AdWords). Advertisers only pay when someone clicks through.
• Advertisers set a bid amount for the ad. The bid competes with other similar keyword ads for top placement.
• Companies set a daily budget. Once consumer clicks use up the budget, the ad no longer appears.
• Few clicks could mean you’re buying the wrong keywords. Google’s analytics shows what keywords are getting the top clicks.
• Being at the top position on the list means you’re probably bidding too much for the ad. Second or third placement gets the highest return on investment.
Google + Local: A free service for businesses that is similar to creating a Facebook page. After registering, Google assigns a “pin” to a map that appears during local business searches.
• Ninety-seven percent of consumers search for local businesses online.
• Is an effective way a local business can compete against a national chain.
• It costs no money; it costs time.