Category Archives: SEO + PPC

Pay-Per-Click Tip – How Mud Pie Generated a 954% Return on Ad Spend



Who:

Mud Pie is a B2B and B2C retailer of trendy and seasonal baby clothes, women’s apparel, gifts, home décor and more.

Challenge

Mud Pie wanted to execute an omni channel marketing strategy for their annual Christmas Closeout sale.

Solution

Whereoware promoted the Christmas Closeout sale on Mud Pie’s website and in PPC and email campaigns.

Additionally, Whereoware developed a targeted Facebook advertising campaign, using both Facebook’s standard and retargeting ads. The successful campaign generated additional revenue from previously untapped sources.

The Facebook ads proved to be the second highest source of website traffic for the entire Christmas Closeout campaign, second to email. Even better – 70% of those website visits were new visitors.

See how Whereoware accomplished this task, along with more stats.

SEO Tip – Introducing Google Similar Items Search

Have you ever browsed through Google Images and found a picture of a model or celebrity wearing a dress or a jacket that you want? Did you then try to search for a dress in that same print, or for a jacket in that same style, but been unsuccessful? If you answered “yes” to either of those questions, today is your lucky day!

Introducing Google Similar Items
Using Machine Vision Technology, Google now lets you search “Similar Items” on both mobile web and Android Search app to find similar products to those in image search.

Machine Vision Technology can differentiate between the various accessories within an image, and show you similar items online.  You can find apparel and even accessories like handbags, shoes, and sunglasses. Continue reading SEO Tip – Introducing Google Similar Items Search

SEO Tip – Create Topic Clusters for Better SEO

Google Strikes Again

We survived Mobilegeddon in 2015 and the most recent resurgence of Mobilegeddon 2.0, but recently Google has again changed the way their algorithms are scanning content and producing search results.

Enter, topic clusters. A topic cluster is a collection of content that cover smaller themes within an overarching topic. Though topic clusters is not a new concept, Google’s algorithm changes, are making them increasingly important.

Google search algorithms now understand phrases and topics not just individual keywords. For example, previously you might search for “content marketing” hoping to get an article explaining what is content marketing; where today you would search “what is content marketing?” and you would hope the first search result would answer your question exactly.

How Will This Work?

Think of topic clusters as umbrellas that house individual sub-topics and keywords. If we continue with content marketing as the topic cluster some of the other ideas that fall under this would be: blogging, case studies, lead generation, etc.
If you have content pages around the keywords such as “5 Tips to the Perfect Blog Post” or “Get the Leads You Want – Lead Generation Tips”, then those pages would link back a main page that explains what content marketing is and how it breaks down. That main page is called a pillar page.

Still confused? Check out the image below from HubSpot that shows the visual relationship of pages on your website with the pillar pages:

Cluster Structure

How Can I Get Started?

First, take a breath. Then comb through the pages and content on your website and start to make a list of the keywords and topics of each page. Once you can see what you have written about see if there are any overarching topics of themes that can be your cluster topics. Next, determine if you have adequate pillar pages for those cluster topics or if you need to create new content to anchor the other smaller sub-topics.

Remember, the pillar pages should answer any overarching topic question (what is it, how can I use it, etc), but also makes sense for other pages to link back to this page.

Why Should I bother?

While you may initially think about making this change just for the sake of search result pages, it’s also a good exercise to review what content you have and what could be added. If you see you have a lot of similar content, see what page could be a pillar page to link it all together; or conversely if you have a lot of random topics on your website, think about creating more pillar pages to root the content under a few umbrellas.

Not only will it boost your search engine standings, it will provide more relevant and helpful content for your readers and those people are why you created the content in the first place.

Webinar: Getting Started with SEO

Getting Started with SEO

Are you playing hard to get? If someone searches for your company on Google, does it return on the first page of search results? If you answered no, then join our free webinar to learn how to get started with SEO!

SAVE YOUR SPOT

Why should I care about SEO?
SEO (Search Engine Optimization) is a collection of best practices to help popular search engines (namely, Google) understand and boost your webpage to the top of search results. This is vital -Hubspot found that 75% of users never scroll past the first page of search results.

Having your website appear on the first page of a Google search increases your company’s visibility on the web and the likelihood that browsers find and visit your website.

We recently hosted a local workshop on SEO and, due to its high success rate, decided to open it up as a webinar. It doesn’t matter what your experience level is; anyone can learn to use SEO.

SAVE YOUR SPOT

You will learn:
• How search engines work
• The basics of search engine optimization
• Usability and content ideas
• Useful SEO tools

When: Wednesday, June 28, 2017 from 11:00 a.m. to 12:00 p.m. EDT

Getting Started With SEO Checklist + Slides

Thank you to everyone who joined our webinar: Getting Started with SEO. We hope you have a solid basis of what SEO is and how you can make easy changes to your website to increase your search result page positioning.

If you missed the webinar or need a refresher:

Review the slides  HERE
Watch the Webinar:

Download the 5 Step checklist below:


SEO Tip – 6 Steps to Local Search Success

To simplify local search engine optimization (SEO), think through every couple’s favorite argument: what should we order for dinner?

Though the battle may be long, ultimately, a cuisine is picked. What’s your next move?
Likely, you hop on your phone, and search: “Italian food near me,” “Thai nearby,” or “Greek restaurant open.”

Local Google Search Italian Food Near Me

In SEO land, that’s called “searching with local intent.” When you’re quickly searching to find dinner before your spouse pitches a fit, you don’t want Google to return a restaurant three states away. You want the restaurant closest to you, preferably one with good reviews.

Google understands that searches with local intent (referencing specific geographic areas or using keywords like “near me,” “nearby,” “open,” “closest,” etc.) value information differently than a researcher seeking historical documentation.

Continue reading SEO Tip – 6 Steps to Local Search Success

Search Tip – Using an Email Pop-over? Google Changes that Impact You.

The Skinny

In order to improve the mobile experience for users, Google will demote websites that use intrusive interstitials (and pop-overs) on mobile after January 10, 2017.

Wait, what is an interstitial?

Commonly known as pop-over, interstitials are an overlay page that the visitor must take an action in order to view the website content. Usually these overlay pages ask you to sign up for a newsletter, enter your email for exclusive content or discounts, or provide your age or login for secure web content.

Continue reading Search Tip – Using an Email Pop-over? Google Changes that Impact You.

SEO Tip – How SEO grew revenue 701%

Whereoware Search Manager Jay MarkwoodToday, we welcome a guest post from Whereoware’s Senior Search Manager Jay Markwood. Jay specializes in search engine optimization (SEO) and executes search, display and remarketing campaigns for paid search clients. 

Jay walked us through how he optimized client
Barcode-arena.com’s website for organic search, ultimately growing revenue 701%. See all the steps by downloading the case study, below.

barcode-case-study-graphic



WHO:

Barcode-arena.com is an online retailer of Motorola barcode scanners and peripherals.

CHALLENGE:

Launched in February 2014, Barcode-arena.com’s website experienced steady traffic and revenue growth through mid-2015.

Due to increased competition from other online barcode scanner websites, Barcode-arena.com’s traffic and revenue plateaued in July 2015.

SOLUTION:

Barcode-arena.com brought in Whereoware in early March 2016 to manage their pay-per-click (PPC) accounts and optimize their website for organic search traffic, conversions, and increased market share.

Get the case study to see how Whereoware identified missed opportunities and executed search engine optimization (SEO) best practices, growing revenue 701% and moving Barcode-arena.com to the first page of search engine results pages (SERPs).

PPC Tip – Forget Everything You Know About Google’s Ad Character Limits

The Skinny

Google announced that Expanded Text Ads will be available to all advertisers later this year.

Why is Google Doing This?

Remember when we explained the new Google Search Result Page layout? (Get a refresher, here.) So with this new layout and the removal of the right side bar ads, there is more room for longer text in advertisements.

While the layout has a lot to do with this new release, guess what’s also the catalyst for this change? If you said, Mobile, then you’d be right! Google’s Senior Vice President, Ads and Commerce, Sridhar Ramaswamy explains that this update is for, “[…] the on-the-go mobile consumer that wants to know exactly what you offer before tapping into your website.”

So What’s Happening Exactly?

The single headline field becomes two headlines fields separated by a dash. Both headlines can be up to 30 characters. The description of the offer is now expanded to 80 characters and you can customize the URL used in the ad up to two paths (www.whereoware.com/about/careers , /about (path1), /careers (path2).

Still confused? Check out this handy chart from Search Engine Land:

Google Expanded Ads

How Does This Impact Marketers?

Start optimizing your text ads now for this new roll-out of expended capabilities. Then when it comes available to all: test, test, test. See if having the two headlines + longer description helps or hurts your paid ad conversions. As with the old text ads, don’t just set them up and forget about them. Check your analytics to see how they’re performing and make any necessary changes as needed.

PPC Tip – increasing pay-per-click ad spend ROI



Who

Fitz and Floyd is a leader in designing and manufacturing hand-painted ceramics, dinnerware, gifts, collectibles, and home décor.

Challenge

Whereoware developed pay-per-click (PPC) campaigns to drive traffic to FitzandFloyd.com, but these campaigns were underperforming for revenue in January 2016.

Solution

Whereoware’s search team analyzed Fitz and Floyd’s current PPC campaigns and identified three areas for improvement. Read the short case study (right) to see how  small changes to their under-performing campaigns ultimately grew the return on ad spend 105%.