Holiday planning is already underway for busy wholesalers and retailers. If you haven’t started yet, it’s time to map out your winning pay-per-click (PPC) strategy!

Don’t skip paid search – Adobe found last year that organic and paid search brought in the most revenue during the 2017 holiday season, with search driving 44.8% of all online holiday visits (paid search at 23.5% and organic at 21.3%). To help, we’ve outlined seven steps to optimize your PPC plan to increase ROI this holiday season.

1. Lookback to Last Year

First, take a look back to last year’s paid search strategy. What combination of keywords, bids, and timing worked best?

Note the keywords, ad copy, and promotions that targeted the most relevant traffic, and the time of day or day of the week traffic times peaked. Use this combination of keywords and timing to bundle the perfect paid search plan and adjust your budgets for bidding.

Continue reading PPC Tip – 7 Steps to Enhance PPC for the Holidays →

Are you using Google AdWords to reach the right people at the right time? It’s common for campaigns and keywords to quickly accumulate, causing your ads to show up in irrelevant locations instead of in front of your target audience.

Start 2018 off on the right foot in by cleaning your AdWords account. We’ll cover how to clean up your campaigns and ad groups, keywords, and extensions.

Continue reading 3 Tips to Boost AdWords Performance with a Little Cleaning →

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 →

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:

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.

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.”

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 →

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. →