Category Archives: SEO + PPC

4 SEO Strategies for Voice Search

Speech recognition technology used by Amazon Alexa, Google Home, iPhone’s Siri, and more, makes it easy for users to search for information and products via verbal commands.  

Its adoption is growing. According to Gartner research, 39% of the U.S. population uses voice assistants on their smartphones and 26% use smart speakers at least once a week. What’s more, an Adobe survey found that 94% of users consider voice technology easy to use and say it does more than save time – it improves their quality of life.

When stating voice commands, people frequently phrase questions differently than they would typing into a search engine. They are more conversational and likely ask direct questions. As voice search adoption becomes more widespread, marketers need to incorporate voice search into their overall search engine optimization (SEO) plan.

Optimizing for voice search means answering questions in featured snippets, paying attention to local SEO, and perfecting mobile-friendliness. Listen up: we’re sharing four voice search optimization best practices to level up your search ranking success.

Voice Search SEO Tip #1: Conversational

People are conversational when using smartphones and virtual assistants to conduct in-the-moment voice searches. Voice searches also tend to be longer and in complete sentences, rather than short, keyword-driven, text-based searches.

For example, a user might ask their at-home Alexa device “what is the weather today in Washington, D.C.?,” as opposed to typing “weather Washington, D.C.” into Google’s search bar.

Continue reading 4 SEO Strategies for Voice Search

Local SEO and PPC Increase Conversions 147%

Read the case study to see how McCrea Heating and Air Conditioning Services increased conversions 147% by combining search engine optimization (SEO) and pay-per-click (PPC) advertising.


McCrea partnered with Whereoware, a full-service agency driving smart growth for clients through digital marketing strategy and activation. Whereoware first undertook a comprehensive audit of McCrea’s audiences, website, webforms, conversions, content, search, and pay-per-click strategy to identify missed opportunities and areas for optimization.

Whereoware executed a strategic search engine optimization (SEO) and pay-per-click (PPC) advertising plan to drive high quality leads to McCrea’s website and service technicians.


Read the full case study to see how Whereoware maximized Google’s local search capabilities and optimized their advertising and content strategy, ultimately seeing over a five-month period:

  • 147% increase in form conversion
  • 37% decrease in cost-per-action (CPA) compared to national average 
  • 25% increase in overall paid traffic (without an increase in spend YOY)
  • 10% increase in overall organic traffic YOY

2020 MarTech Conference: UX Impacts SEO in 2021 Session Resources

We had a blast connecting (virtually) at this year’s MarTech Conference!

In our session, UX Will Be A Critical SEO Factor in 2021… How Can You Prepare Now?, Whereoware’s Analytics and Search Manager, Anna Yunker, shared actionable tips to align with Google’s new Page Experience, Core Web Vitals, and existing search signals.

It’s never too early to start preparing your website for this important change and protect your critical search visibility. Get the presentation slides and download the checklist to learn what updates you can make today, tips for building the right foundation for a superior user experience (UX), and best practices to optimize your content strategy.

Continue reading 2020 MarTech Conference: UX Impacts SEO in 2021 Session Resources

B2B Pay-Per-Click (PPC) Is Critical. Here’s How to Get Started.

In 2019, before the current economic shift, 61% of B2B brands were using pay-per-click search ads as part of their marketing mix. As COVID-19 cancels or postpones face-to-face marketing opportunities, many B2B companies are reallocating this year’s event spend to digital advertising.  That means if you’re not already using PPC as part of your marketing strategy, you may face greater competition.

PPC is another way to connect B2B businesses to customers increasingly researching services or products online. When executed correctly, organic and paid traffic work together to offer valuable customer insights, drive customer acquisition, and increase B2B sales.

What’s the Key Benefit of B2B PPC Over SEO?  

A critical benefit of B2B PPC over search engine optimization (SEO) is speed.

Continue reading B2B Pay-Per-Click (PPC) Is Critical. Here’s How to Get Started.

5 Tips for B2B Websites to Get Started with SEO

As buyer demographics change, B2B marketers have had to shift priorities to adapt. According to Hubspot, 61% of marketers consider improving search engine optimization (SEO) and growing their organic presence to be their top priority.

The rise of digital-native decision makers has highlighted the need for B2B experiences to reflect modern B2C shopping. One thing that hasn’t changed is that first impressions are of the utmost importance. What has changed, however, is where those impressions are happening. For this new batch of buyers, search results are the new elevator pitch.

More than 70% of B2B decision-makers say they start researching their purchase though a generic search. Accordingly, search engine optimization has been an important pillar of B2C marketing for some time now, and with changing buyer behaviors and preferences, it’s no longer viable for B2B brands to sit on the sidelines.

SEO is the practice of attracting high-quality traffic and increasing visibility for a website through search engine results. Search engines employ bots to crawl webpages to determine factors such as expertise, authority, and trustworthiness. These factors establish the rank of the website, impacting where on a search engine results page (SERP) the site will appear.

Anyone who has ever used Google knows how intimidating the pages upon pages of search results can be, so trying to ensure you’re ranking high on the list can be daunting. Luckily, B2B brands can learn from the experience of B2C brands to start implementing SEO best practices to reach the right customers, and drive consistent, high-quality traffic.

SEO can be broken down into three fundamental categories: on-page SEO, off-page SEO, and technical SEO. We’re going to dive into on-page SEO – an essential factor to start improving your website’s search rankings, visibility, and value.

Continue reading 5 Tips for B2B Websites to Get Started with SEO

Webinar Recap: SEO 2020 – Your Competitive Advantage

Thank you to all who joined us for our webinar, SEO 2020: Your Competitive Advantage.

In 30 minutes, we covered search engine optimization (SEO) basics, how COVID-19 is changing search behavior, and impactful steps you can take today to improve your search rankings and drive consistent, qualified traffic to your business.

Watch the recording below and download our checklist for five steps to get started with SEO today.

Continue reading Webinar Recap: SEO 2020 – Your Competitive Advantage

Webinar Recap: 4 Steps for Multichannel Marketing Success

Thank you to all who joined us for our webinar, 4 Steps for Multichannel Marketing Success.

In our 30-minute webinar, we covered how to combine email automation, search engine marketing (SEM), social advertising, and display ads to drive brand awareness, nurture leads, and increase sales.

Watch the webinar recording and download the slides to learn how to implement a 360-degree approach and apply lessons learned from one channel to the next for more personalized customer experiences and deeper engagement.

Watch the Webinar Recording:

Continue reading Webinar Recap: 4 Steps for Multichannel Marketing Success

2019 Advanced Search Summit

The Whereoware team had a blast participating in the Advanced Search Summit conference, right here in our backyard of Washington, DC!

Did you miss our session or need a refresher? In our presentation, Smashing Siloes: Combine Email, Search, Social, and Display to Optimize Success/Spend Across Channels, SEM & Digital Advertising Manager, Gabrielle Dagata, covered tips and tactics for growing digital marketing strategy beyond search.

Download the slides to discover actionable strategies and takeaways for optimizing your paid search success across channels.

Follow along to dive into how we combine search engine marketing (SEM), social advertising, display ads, and email to drive brand awareness, nurture leads, and increase revenue, throughout the customer journey.

Continue reading 2019 Advanced Search Summit

O’Grady’s Landscape Increases Conversions 41% With SEO

Get the case study to see how Whereoware optimized all aspects of O’Grady’s on-site and local search strategy, ultimately increasing conversions 41%.

Who: Established in 1991, O’Grady’s Landscape started as a mowing service. Over the past 25 years, their Northern Virginia landscaping company has grown to become a thriving design, build, and maintenance firm that focuses entirely on the residential segment.

Challenge: O’Grady’s Landscape moved the company headquarters twenty miles west from their original Falls Church, Virginia location to Sterling, Virginia. Relocating the headquarters significantly impacted their local search traffic and lead conversions.

Solution: O’Grady’s Landscape hired Whereoware to improve their local search efforts by increasing relevant local website traffic and lead capture.

Whereoware performed an in-depth analysis of the website architecture, load time, page titles, meta descriptions, local search issues and more, to pinpoint opportunities to improve organic search and conversions.

Download the case study to see how a SEO audit identified opportunities to improve O’Grady’s rankings in SERPs and fix technical SEO issues.

Webinar Recap: SEO Success Made Simple

Thank you to all who joined us for our webinar, SEO Success Made Simple.

In our 30-minute webinar, we covered SEO basics for positioning your site in search engine results and optimizing your content for increased engagement and conversions.

Watch the webinar recording below to get SEO tips for boosting search rankings, gaining visibility, and outshining the competition.

Watch the Webinar Recording:

Continue reading Webinar Recap: SEO Success Made Simple