Author: John Sullivan
Pay-per-click (PPC) ads can add tons of value to your business, attracting and converting new consumers, while widening reach and visibility. If you’re currently not using PPC ads to promote your brand, today is the day to start.
The benefits of PPC advertising include:
- buyer conversion
- increased audience reach
- higher profits
- stronger brand recognition
- increased access to marketing data
Outside of merely increasing your profits, these five benefits work collaboratively to provide a better understanding of your buyer’s identity and habits, all while increasing name recognition and audience reach.
3 Reasons You Should Edit Your PPC Ads
The five above reasons have convinced you. You started a PPC campaign and have ads running on Google and Bing. But before you kick back and watch your profits roll in, you notice some typos.
Should you edit your PPC ads? More importantly, do you know how to edit PPC ads?
The answer to the first question is yes. By the end of this post, the answer to the second question will also be yes.
While those typos stood out immediately, there are other, less visible aspects of PPC ads that can be edited. As you dig into fixing any standout errors, be on the lookout for the following that offer opportunities for optimization.
1. Missing Ad Extensions and Bad Writing
Not having ad extensions or even optimizing them are ad mistakes that can be avoided.
Google makes it simple to write better copy and adjust settings that create the best return on investment (ROI) with ad extensions. Through using sitelinks, location, and contact extensions, you can optimize your ad.
Accessing ad extensions is easy: Log into your account, navigate to the Ad Extensions tab and get optimizing.
Using the right ad extensions for your intended audience can significantly boost your click rate by making your ad more substantial and providing the intel consumers seek.
Bad writing can cost you clicks. With limited character counts, PPC ads demand brevity while also enticing your intended audience. Study headlines that perform successfully and mimic their style in your own writing to hone your skills.
Also, be sure to include search engine optimization (SEO) best practices in your PPC ads. These strategies can go the distance in ensuring your ads have visibility and reach.
2. Lack of Understanding of Conversions
Whether your business is brick-and-mortar or online only, you must track your conversions and profit margins, which allow you to improve long-term revenue, rather than just short-term profit.
You should also establish conversion tracking for inquiries and sales for your PPC ads. To enable these tools, select “Tools and Analysis” menu option > Add new conversion.
When you determine how much you could make and which conversion rate will help you reach that goal, you can save money. As you edit your campaign, employ this easy formula to determine profit margin.
3. Avoiding Negative Keywords
Although the term “negative keywords” sounds, well, negative, not using these terms is a mistake.
All keywords are not created equal, with some rating as high quality and others falling in the opposite category.
When you employ a negative keyword strategy, you remove keywords that don’t align with your product. This process can both lower costs and boost revenue.
If you’re looking to reach your intended audience, increase ROI and reduce costs, you need to use negative keywords.
To incorporate your negative keywords into your AdWords account, select the [-] sign to expand the Negative Keywords section.
How to Edit PPC Ads
The process for revising ads differs by each search engine. Below, we break down how to edit PPC ads in the three most commonly used engines.
How to Edit PPC Ads in Google
If you’re not advertising on Google, you’re missing out on big opportunities. As the owner of 70% of the search market share, you’re truly doing your business a disservice if you’re not using the platform to reach new consumers.
For any and all changes that need to be made to your Google PPC ads, look to Google Ads Editor.
How to Edit Google PPC Ad Extensions
Want to include your organization’s phone number? You can in these 10 simple steps:
- Log on to your Google Ads account.
- Select Ads & extensions in the page menu.
- Click Extensions at the top of the page.
- Select Extensions view.
- Check the boxes next to all of the callout extensions that you want to edit.
- Select Edit in the blue bar above the table.
- Choose Edit extensions.
- Click Edit, Find and replace, Add text, or Change case.
- Select Preview to view your changes.
- Click Apply.
How to Edit Google PPC Ad Text
Typos are gone with these five simple steps:
- Select the type in the type list to find and replace the incorrect text.
- Within the data view, choose items to search and replace text. Additionally, editors can filter the items in the data view for a smaller selection.
- Next, select the Edit menu > Replace text.
- Enter the text you’re searching for and enter the replacement text.
- Select Replace.
How to Edit Google PPC Ad Conversion Values
Need to edit your conversion values given your new understanding of the conversion formula? Here’s how:
- Select the tools icon from the right corner of your account.
- Clock Conversions below Measurement.
- Select the name of the conversion to be adjusted.
- Select Edit settings.
- Select Value and how you would prefer to track the value of the respective conversions.
- Select Save.
- Select Done.
How to Edit Google PPC Ad Campaign Negative Keywords
Now that you understand the benefit of negative keywords, it’s time to incorporate them into your PPC ads. Here’s how:
- Click Add Negative Keywords.
- Decide whether you want to incorporate negative keywords into a campaign or an ad group.
- Click the intended campaign or ad group.
- Add your keywords at a rate of one per line.
- Select Save.
How to Edit PPC Ads in Bing
While Google is viewed as the preeminent search engine, Bing actually draws a steady stream of searchers as the second-highest claim to the search engine market share. If you’re looking to expand your PPC ads terrain, try Bing.
How to Edit Bing PPC Ad Extensions
Editing ad extensions in Bing is simple. Follow these 9 steps:
- Select All campaigns from the menu on the left.
- Select either Campaigns or Ad groups, depending on what you’re editing.
- Click the item you want to add an ad extension to.
- From there, select Ads & extensions.
- Select Extensions from the top of the page.
- Make sure Sitelink Extensions is selected and click Campaign or Ad group.
- Select the checkbox beside the Sitelink Extension you want to edit.
- Select Edit > Edit an extension.
- Complete your changes and select Save.
How to Edit Bing PPC Ad Text
Much like Google, here are the five simple steps for correcting errors in text in your Bing PPC ads:
- Select All campaigns.
- Select Ad groups.
- Select Ads & extensions.
- Identify the ad you want to fix and click Edit.
- Complete changes and select Save.
How to Edit Bing PPC Ad Conversions
Adjusting your conversion in Bing is simple. Follow these four steps:
- Click Conversion Tracking and then Conversion goals.
- Review the columns.
- Complete changes.
- Select Save.
How to Edit Bing PPC Ads Negative Keywords
Ready to add negative keywords to your PPC ad strategy? Follow these 7 steps:
- Select All campaigns.
- Select Keywords.
- Select Negative Keywords.
- Select Campaign or Ad group.
- Select Add negative keywords.
- Add your negative keywords.
- Click Save.
How to Edit PPC Ads in Yahoo
With 2 billion ad impressions per day, you don’t want to miss out on the chance to reach Yahoo’s audience. Luckily, you can access Yahoo Gemini, an easy-to-use platform to help you build and edit your ad campaigns.
How to Edit Yahoo PPC Ad Extensions
Follow these five simple steps for adding or adjusting ad extensions:
- Select Ad extensions from the shared library.
- Select sitelinks.
- Enter your link text, destination URL, or description.
- Select Create extension.
- Select Make changes.
How to Edit Yahoo PPC Ad Text
Four simple steps for correcting any mistakes or updating any copy:
- Click the link for the campaign you want to edit.
- Select Edit.
- Make necessary edits.
- Click Save.
How to Edit Yahoo PPC Ad Conversions
- Select the Display Ads tab of the Campaign Management Tool.
- Select the Campaigns tab.
- Select the campaign.
- Select Display on the top of the data list.
- Select Edit Items Displayed.
- Select the checkbox for the Conversion item you need to review.
- Select Apply.
How to Edit Yahoo PPC Ad Negative Keywords
Use these simple steps to start your negative keywords campaign:
- Click Negative keyword lists.
- Select New list.
- Enter List name and your list of one or more keywords per line.
- Click Save.
- Through the Apply dialog, choose the Campaign(s) in which you want to add negative keywords.
- Select Create keyword list.
3 Tools That Audit and Upload PPC Ad Revisions
If the above steps feel tedious, don’t fret; automation tools can help the busy marketer audit and upload PPC ad revisions.
PPC automation lets marketers manage their ad campaigns through artificial intelligence (AI) instead of spending laborious hours conducting countless audits and making corresponding updates to timing, scope, conversions, and targeting.
Through third-party applications, you save the most valuable asset of all: time.
Below are three tools we believe are well worth the price tag.
1. Reporting Ninja
With more than 16 integrations and a variety of reporting templates, Reporting Ninja is for the data devotee.
Equipped with cross-platform comparisons, you can aggregate data for a single view from many sources.
2. Wordstream PPC Advisor
Small PPC budget? No problem. Wordstream PPC Advisor offers a reasonably-priced platform that can help you optimize landing pages, generate reports and aggregate data analytics.
Swydo automatically integrates datasets from various sources and can help monitor key points of interest and drive unified report creation.
Another perk: Swydo schedules automatic report sending, so you never miss a deadline.
While starting your PPC ads campaign may seem overwhelming at first, your comfort level will grow as you become more familiar with the workflows in each search engine.
When you are more comfortable with building campaigns, optimize them continuously to guarantee you get the most out of your advertising spend. While this post discussed four key areas of optimization for PPC ads, there are many other places to edit to ensure your ads are getting views.
What’s the most effective PPC editing strategy you’ve used?
Yahoo Groups was one of the original online communities. You could use it to create or participate in online chats with people from across the world who have the same interests and ideas as you.
A host of new online communication tools have been released in recent years. Many of these new platforms offer features Yahoo Groups doesn’t. After lagging behind their competitors for a few years, Yahoo Groups officially shut down in December of 2020.
Thankfully, if you were a fan, there are a plethora of alternatives to Yahoo Groups. Below, we’ll discuss our favorites so you can pick the best online group platforms for you.
What Was Yahoo Groups Used For?
Yahoo launched Groups in January 2001. Users could post messages, polls, photos, events, files, mailing lists, links to websites, and more. The platform soon became a popular host for vibrant online discussion boards.
If you owned a group, you could also assign moderators to help you run and oversee all the group’s activities.
Online businesses and marketers took advantage of the platform. This is a place where you could easily post a recent blog, image, or file to drive brand awareness and increase website traffic.
I know what you’re thinking—this sounds very similar to many of the online tools we have today. That’s because Yahoo Groups was similar. In fact, you could argue that Yahoo Groups was the foundation for many popular social media and online groups.
At the height of its popularity, Yahoo announced it had 115 million users and 10 million groups.
But a quick search for the platform today will show you this:
Where do you go from here?
Here’s a list of the best Yahoo Groups alternatives to create valuable online connections with your market.
What Are the Best Alternatives to Yahoo Groups?
If you used Yahoo Groups and want to continue creating online communities with like-minded people, drive traffic to your website, or build brand awareness, it’s essential to look for an alternative that will meet your needs—and the needs of your audience.
Here are five options to consider.
1. Facebook Groups
Besides catching up with old and new friends, creating a group on this platform makes sense, especially for businesses. It can help you position your brand, find potential customers, and build long-term relationships with them.
Like Yahoo Groups, Facebook Groups allow you to schedule group events, share files, images, and other useful tools to continue engaging and connecting with your market.
While many brands may have Facebook Pages, Facebook Groups are where the magic lies because they see a lot more engagement than Pages.
Facebook Groups allow members to start and participate in conversations easily. They can also be private—when you have a closed group, members can engage and share their thoughts in a private setting that can only be seen by group members.
There are three types of Groups to choose from. Depending on your needs, you can create:
- A Public Group: Anyone can access the group and see what users post.
- A Closed Group: This is a private group. You can search and find the group, but members still need approval before gaining access to the group.
- A Secret Group: These are invite-only groups where only invited users can find the group or see what other users post.
Here’s how to create a Facebook Group:
After logging into your account, click the + button from the top right and select Group.
Next, enter your group name, choose privacy options, and invite people to join the group.
Once you’ve filled in the details, select Create.
You can further personalize the group by adding a description and cover photo.
If you want to start a successful Facebook Group for your brand, the first step is to decide on your Group’s purpose.
- Are you a new brand and trying to increase brand awareness?
- Are you trying to reach new customers?
- Do you want to provide a group for your existing customers where you can nurture long-term relationships?
- Would you like to showcase your expertise and establish authority in a niche market?
Understanding the purpose of your group will help direct all the content you create.
For instance, let’s say you sell a weight loss coaching program that lasts for six months. You can create a private Group for customers who are currently in coaching to share unique content and allow members to support each other.
Creating this type of group allows members to learn more about your brand and get the support they need while using your service.
The concept behind Meetup is simple—choose what you’re interested in or passionate about, find a local group that shares that same interest, attend events the group organizes, and connect with like-minded people.
The groups you join or create on this platform can be about anything: book clubs, bike rides, business networking, music, or other niche social activities.
Of course, the main difference between Meetup and Yahoo Groups is that Meetup focuses on creating real-life encounters with the people you meet online.
If your business or brand caters to local communities, then Meetup could be a great fit.
Let’s say you own a coffee shop in New York. You can find and join groups of other coffee lovers in the area. Once you’ve joined the groups, you can engage with members, build relationships, and invite them to a company event.
If you can’t find a relevant group, you can create one.
Once you’ve signed up, you’ll go through a seven-step process. This includes:
Selecting your group’s location:
Choosing topics that best relate to your group:
Choosing a group name:
Describing what your group will be about:
It is free for users to sign up for the service. However, meeting organizers pay a monthly fee.
There are currently two pricing options:
- $4.99 per month for six months. This plan is for smaller groups.
- $15.00 per group per month for six months. This plan includes unlimited groups and allows you access to attendee emails.
Whichever plan you choose, creating a Meetup group will help you connect with relevant people in real-life.
Like Meetup, Nextdoor is a platform where local communities connect in real life, outside of online communications.
For Nextdoor, you must be a part of a particular neighborhood, as the focus is more on building a good network with your neighbors.
On the site, they explain:
“It’s where communities come together to greet newcomers, exchange recommendations, and read the latest local news. Where neighbors support local businesses and get updates from public agencies, borrow tools, and sell couches. It’s how to get the most out of everything nearby. Welcome, neighbor.”
Nextdoor shares a few similar features to Yahoo Groups, such as file sharing, chat messaging, and wiki pages.
For a local business or brand, creating a Nextdoor account makes sense as the platform has grown exponentially. It doesn’t just focus on residential neighbors anymore. Local businesses, public agencies, nonprofits, and brands are also recognized on the platform.
You can then decide whether you want to create an open or a private group.
For an open group:
- Anyone in the neighborhood can search, find, and join the group.
- Potential group members outside the community can still request to join if you send them a link.
For a private group:
- Anyone in the neighborhood can find and request to join the group.
- Group admins approve requests.
- Only members of the group can view messages and discussions.
The platform is completely free to use, but you can also advertise your business or brand using Local Deals to gain traction. This is where you can share discounts and promotions with your neighborhood.
The price for Local Deals depends on your neighborhood and how long you want to advertise, but the average cost is $75.
Mark Fletcher created groups.io. You might have heard of him before. He founded ONElist, which eventually became known as Yahoo Groups.
When he introduced Groups.io, Fletcher explained that:
Yahoo Groups and Google Groups both exude the dank air of benign neglect. Google Groups hasn’t been updated in years, and some of Yahoo’s recent changes have actually made Yahoo Groups worse! And yet, millions of people put up with this uncertainty and neglect, because email groups are still one of the best ways to communicate with groups of people. And I have a plan to make them even better.
Groups.io is an email-based service with features that include:
- Integration with other popular products, such as Slack, GitHub, Facebook Pages, and Dropbox
- Hashtags to help keep group messages organized
- Unlimited chat rooms
Groups.io is a Freemium product, which means the basic features are free to use, but you can pay extra to customize your homepage, access extra storage space, schedule events, and send reminders.
The best part about Groups.io is that there is no advertising! If you spend a lot of time online, you’ll appreciate this.
Another popular online discussion forum is Discourse. Users can use it as a discussion forum, mailing list, or chat room.
Creating an online group on a different and unfamiliar site can be an overwhelming process. There’s a free 14-day trial, which you can use to help familiarize yourself with the platform and see if it can be a good fit for you and your needs.
Like Yahoo Groups and the other options on our list, Discourse is an online discussion forum that allows you to create discussions, share links, files, and integrate with various devices and online tools.
If you’ve been on online discussion forums for a while, you’ll know that some users don’t follow the rules. The platforms we’ve covered so far allow group moderators to filter out inappropriate content and users.
On Discourse, the focus is more on community moderation. However, they do offer various moderation tools, including the ability to move posts to an existing topic, merge with other posts, or delete.
Members who’ve displayed consistently positive behaviors earn likes and badges. Furthermore, they can help to maintain and moderate content and resolve disputes.
There are three pricing plan options:
- Standard: $100 per month
- Business: $300 per month
- Enterprise: You’ll need to contact them for a custom quote
A lot has changed in the world of online communication. Yahoo Groups was once a popular pioneer of online communities, but it’s closed down, like many other trailblazers. Thankfully, there are plenty of advanced Yahoo alternatives to choose from.
Whatever you decide on, I hope you found the above information helpful.
Can you think of other alternative online groups that are great for building connections?
How do you ensure your YouTube channel is reaching the right audience and helping you achieve your marketing objectives? By performing a YouTube audit.
With over 2 billion active users, YouTube is among the world’s most popular social media platforms. Roughly 73 percent of US adults have a YouTube account, which means it’s an excellent opportunity for marketers to generate new leads and promote content.
But, if you want to make the most of this channel, you need to ensure your content is high-quality, targeted, and optimized.
Why Your YouTube Channel Needs an Audit
YouTube isn’t just a social media platform. It’s also a highly sophisticated search engine, just like Google.
In other words, you need an effective YouTube search engine optimization or “SEO” strategy to maximize your chances of:
- Appearing in video search results
- Reaching the right audience
- Converting users into subscribers and, ultimately, paying customers
If you’re totally new to SEO, you might find this video helpful.
A YouTube audit reveals how well your channel is performing and whether it’s helping you achieve your business objectives.
Among other things, it will help you understand:
- Which videos have the most views
- If people watch your videos all the way through
- How many subscribers you have
- Whether your videos appear in search results
Keep in mind that over 500 hours of new content appears on YouTube every minute, which means there’s fierce competition. Everything on your channel should be geared towards standing out and providing value.
Roughly 50 percent of shoppers use online videos to decide between different products. What’s more, a whopping 90 percent of users discover new brands just by browsing their favorite YouTube channels.
That means there’s a huge opportunity to find new customers and build brand trust— if you provide users with valuable content. A YouTube audit is the best way to check if you’re leveraging your channel to its fullest potential.
Ready to overhaul your channel and ensure you’re getting the most from your video marketing strategy? Let’s get started.
YouTube Audit Phase 1: Analyze Your KPI Performance
You need to understand how your channel is performing right now. This is where KPIs, or key performance indicators, come in.
What exactly are KPIs, though? Well, they’re metrics that help you assess how effectively it’s generating results for your business. On YouTube, that might include watch times, views, impressions, and clicks.
With KPI data at your fingertips, you can take targeted action to improve your content, increase your subscriber base, and boost your YouTube rankings. For example, you can track where your viewer traffic comes from and your most popular videos.
You can access these KPIs through YouTube analytics, which is the platform’s metrics tool.
- Log into your YouTube account
- Click on your account avatar at the top right-hand corner
- Choose “YouTube Studio” from the menu options to access the analytics center
At a glance, you can see exactly how your channel is performing and access specific KPIs for more advanced information.
Pay special attention to which videos are doing well — and which ones aren’t. Consider adding all your videos to a spreadsheet you can edit as you work through the optimization steps.
OK, so stage one is completed.
You have your KPI breakdown, and now it’s time to take action and improve your performance. Ready to move on to stage two? Let’s check it out.
YouTube Audit Phase 2: Make Updates
This phase is where you get to work. Keep in mind that not everyone needs to work through every step on this list. It all depends on your KPI analysis and your specific business objectives.
In phase two of your YouTube audit, we will:
- Reaffirm your brand message
- Update and optimize your video descriptions
- Organize your videos, so they’re easy for users to find
- Include relevant, engaging CTAs where appropriate
- Cut old content if it doesn’t serve your brand message
I’ll walk you through each step.
Consider Your Channel’s Branding During the YouTube Audit
Branding is a great place to start your audit. Why? Because YouTube is a visual platform.
Color can boost your brand recognition by up to 80 percent, so it’s crucial you spend time designing unique visual branding to stand out from your competitors.
How do you do this? First, establish your brand identity and create a clear, consistent marketing strategy. Consistency can improve your revenue by around 23 percent, so ensure your messaging translates well across all platforms before moving forward.
Once you’ve established your identity, you’re ready to begin, starting with the highlight video. This video showcases what your channel stands for. It shows users what people can expect if they watch your content.
In other words, choose your headline video wisely. Here’s a good example.
Tasty is a home cooking channel. The highlight video is a product review for a home air fryer, which speaks to their target audience.
What else can we say about Tasty? Two things. They use a colorful, branded avatar, and an eye-catching channel banner.
Google recommends a minimum banner size of 2048 x 1152 px, with your aspect ratio set to 16:9. You can use platforms like Canva to resize and optimize both your avatar and your banner.
Remember, successful marketers know how important it is to consider branding from a user’s perspective, so look at your channel objectively.
Remove or Replace Offensive or Off-Brand Videos
If content doesn’t serve your marketing strategy or is not consistent with your branding, delete it!
Do any videos feel “off” or outdated? Are they inaccurate or wrong for your channel? Simply remove them and give your channel an instant uplift.
- In YouTube studio, choose “videos” from the left-hand menu
- Scroll to the video you’re deleting and click the “delete forever” option
Just make sure to update links if any of your content sends users to those videos.
When it comes to a highly competitive platform like YouTube, metadata is your friend. Metadata is the collection of words and phrases you use to describe a video’s content.
- The video’s title
- Any HTML tags you use to tell YouTube’s algorithm what the video is about
- The description, or snippet you provide in the description box
Remember, YouTube is a search engine. It uses keywords, or key phrases, to connect users with the search results they’re looking for. Using the right keywords in your metadata can seriously increase the chances of ranking in search results and finding the right audience.
Here’s an example. If someone searches for “curling iron product review,” here’s the first result:
You’ll notice the channel creator uses “curling iron review” in the title, and it’s in the thumbnail, too.
There’s also mention of curling irons in the description and caption, so all signs point to this being a curling iron video:
Every video should have a relevant title and meaningful description to help users decide if it’s what they’re looking for.
How do you edit your own metadata? It’s simple.
First, go back to the YouTube Studio and open “content” from the left-hand menu. You’ll see a list of all your videos.
Next, click the little square to the left of your video and select the “edit” button when it pops up.
Work through each option, starting with the title.
Optimize Content for Chosen Keywords
Keywords are the search terms users type in when they’re looking for videos. If you don’t use the right keywords in your metadata, people won’t find your videos.
That said, how do you know which keywords to include? It all starts with keyword research.
Let’s work through an example.
Say I have a video on how to make chocolate chip cookies. I start by Googling some terms I might search to see which ones bring up video results. (This is also a great way to find inspiration for new ideas!)
If I search “chocolate chip cookies,” or “how to make chocolate chip cookies,” Google shows me YouTube videos.
“How to make perfect chocolate chip cookies” is the top result, so including “how to” might help me rank higher in YouTube rather than just calling it a chocolate chip cookie video.
On the other hand, if I search for something general, like “baking,” I don’t see any videos. This tells me to use a more specific keyword.
Next, use Ubersuggest to check:
- How often people search for your chosen keyword
- Which other search terms appear most often
This helps you identify which terms to use in your title and description. Once you’ve identified your keywords, you can optimize your videos.
- Start by renaming your video with the chosen keyword. (Make sure to use it naturally)
- Write a short description and include your keyword near the start so it shows up in the preview.
- Use other keywords as meta tags and in the description. (If it makes sense to do so)
- Customize your thumbnail to include the keyword.
Organize Videos Into Playlists
If someone likes your video, chances are they want to see similar content. This is where playlists come in handy.
YouTube playlists are like shelves in a physical store. You group similar videos together in a playlist, or shelf, and visitors browse through your collection.
Here’s why they’re a great idea.
- If someone likes one video in your playlist, they’ll watch more. This engagement counts toward your total “watch time.” The higher your watch time, the higher you rank on YouTube.
- You can increase views on lesser-watched videos by including them in a popular playlist.
Want to set up a YouTube playlist? You can create and manage a playlist in YouTube studio.
Make sure to use keywords in the title to increase your visibility in the search results, and only include relevant videos in each playlist to keep your messaging consistent.
The best way to generate leads from your YouTube channel? Include direct call-to-actions or CTAs.
CTAs direct people take action, such as:
- Subscribe to your channel
- Visit your website
- Follow you on social media
- Comment on videos
- Download an ebook or subscribe to an email list
Here’s an example from one of my own videos. As you can see, I’m using two CTAs.
- I invite people to click through to my website to learn more about traffic generation.
- I also direct them to watch another video.
See how CTAs might generate more leads and increase your channel engagement?
Placement’s important, too. Here’s what you should know.
- Include subtle CTAs like “leave a comment below” throughout the video to increase user engagement.
- Use YouTube cards to link to other videos or include different CTAs throughout the video, like polls.
- Place a CTA at the end. If someone enjoys your content, they’re more likely to subscribe or visit your website at this point. You can use YouTube’s end screen feature to do this.
You can find these tools in the video manager section of your YouTube studio.
Watch All Your Videos and Make YouTube Audit Recommendations
Now it is time to implement everything you’ve learned. Watch every video from start to finish, noting problems and changes you want to make.
Here’s what to consider.
- Relevance: Is the video on-brand, accurate, and relevant?
- Metadata: Are you using keywords in the title, description, and tags? Have you optimized your thumbnails?
- Quality: Could the video be more content-rich? Or is it too long?
- Playlist: Does this video belong in a playlist?
- CTA: Did you include an engaging CTA at the end? If the video is old, could you update the CTA to a more relevant one?
The bottom line? Just because you have YouTube subscribers and people watch your videos doesn’t mean you’re using your channel effectively.
Remember, YouTube is more than a social networking site. It’s a whole search engine all of its own, so you need to keep basic search optimization strategies in mind if you want to stand out.
Remove outdated content, tweak your meta descriptions and CTAs, and ensure you’re sending out a strong, consistent brand message. Check out Ubersuggest if you need some more help with keyword research and optimization.
Have you performed a YouTube audit on your channel? What did you discover?
One of the latest evolutions in SEO is called schema markup. This new form of optimization is one of the most powerful but least-utilized forms of SEO available today. Once you grasp the concept and method of schema markup, you can boost your website in the search engine result pages (SERPs).
My goal in this article is to show you exactly how to get started using schema markup for your website.
What is Schema Markup?
Schema markup is code (semantic vocabulary) that you place on your website to help the search engines return more informative results for users. If you’ve ever used rich snippets, you’ll understand exactly what schema markup is all about.
Here’s an example of a local business that has markup on its event schedule page. The SERP entry looks like this:
The schema markup told the SERP to display a schedule of upcoming hotel events. That, for the user, is exceptionally helpful.
Here are some facts about schema markup:
Schema Tells Search Engines What Data Means
The content on your website gets indexed and returned in search results. Obviously. But with schema markup, some of that content gets indexed and returned in a different way.
How? Because the markup tells the search engine what that content means. For example, let’s say the word “Neil Patel” appears in an article. The search engine sees this, and produces a SERP entry with “Neil Patel.”
However, if I put the right schema markup around the name “Neil Patel,” I’ve just told that search engine that “Neil Patel” is the author of the article, not just a couple of random words. The search engine then provides results that display better information for the user who was searching for “Neil Patel.”
Schema.org explains it this way:
Most webmasters are familiar with HTML tags on their pages. Usually, HTML tags tell the browser how to display the information included in the tag. For example, <h1>Avatar</h1> tells the browser to display the text string “Avatar” in a heading 1 format. However, the HTML tag doesn’t give any information about what that text string means — “Avatar” could refer to the hugely successful 3D movie, or it could refer to a type of profile picture—and this can make it more difficult for search engines to intelligently display relevant content to a user.
Schema Markup Uses a Unique Semantic Vocabulary in Microdata Format
You don’t need to learn any new coding skills. Web pages with markup still use HTML. The only difference is adding bits of schema.org vocabulary to HTML Microdata.
Schema.org, the Website for Schema Markup, is a Collaborative Effort by The Teams at Google, Bing, and Yahoo
It’s not too often that competitors come together to help each other, but Schema.org is exactly that kind of inter-industry collaboration. What you have, then, is an agreed-upon set of code markers that tells the major search engines what to do with the data on your website.
Schema Markup Was Invented for Users
When a website has schema markup in place, users can see in the SERPs what a website is all about, where they are, what they do, how much stuff costs, plus plenty of other stuff. Some people have taken to calling schema markup “your virtual business card.”
This is a user-focused improvement. Search engines exist for users to gain the information they need. Schema markup does exactly that.
Why is Schema Important?
Schema markup helps your website rank better for all kinds of content types. There is data markup for a ton of different types of data, including:
- Local businesses
- TV episodes and ratings
- Book reviews
- Software applications
- Frequently asked questions (FAQ)
There are hundreds of markup types—from toy stores to medical dose schedules. If you have any type of data on your website, there’s a good chance that it will have an associated itemscope and itemtype.
Websites that use schema markup will rank better in the SERPs than companies without markup. One study determined that websites with markup rank an average of four positions higher in the SERPs than those without schema markup. While it’s not totally clear that this higher result is due to the markup alone, there is obviously some correlation.
Right now, one-third of Google’s search results incorporate rich snippets, which includes schema markup. However, according to recent research, less than one-third of websites use schema markup.
In other words, there are millions of websites missing out on a huge source of SEO potential. If you use schema markup, you’ll automatically have a leg up on the majority of your competition.
How to Use Schema Markup for SEO
Now, let’s talk about how to use schema markup. Your goal is to rank better, look better, and do better in the SERPs and in front of users.
Schema markup will help you. With your website in hand, follow these steps.
2. Select the Type of Data
There are several options listed. This list is not exhaustive. For the sample below, I’m going to use “Articles” since it’s one of the most common types of content.
3. Paste the URL You Want to Markup
If you only have HTML, you can paste that instead. Then, click “Start Tagging.”
The page will load in the markup tool and provide you with the workspace for the next phase of markup—tagging items. You’ll see your web page in the left pane, and the data items in the right pane.
4. Select the Elements to Mark Up
Since this piece of content is an article, I’m going to highlight the name of the article in order to add “Name” markup. When I finish highlighting, I select “Name” from the tooltip.
When I select “Name,” the tool adds it to “Data Items” in the right pane.
5. Continue Adding Markup Items
Use the list of data items as a guide, and highlight the other items in your article to add them to the markup list. You probably won’t be able to tag every item in the list. Just add what you can.
6. Create the HTML
Once you’ve finished, click “Create HTML.”
In the following page, you will see the HTML of your page with the relevant microdata inserted in the spots that you selected.
7. Add Schema Markup to Your Site
Next, you will go into your CMS (or source code if you’re not using a CMS) and add the highlighted snippets in the appropriate spots. Find the yellow markers on the scrollbar to find the schema markup code.
A simple alternative is to download the automatically-generated HTML file, and copy/paste it into your CMS or source code.
When you click “Finish,” you will be presented with a series of “Next Steps.”
8. Test Your Schema
Use the Structured Data Testing Tool to find out what your page will look like with the added markup.
Instead of analyzing a published web page, I’m going to analyze the code that the tool generated for me, and which I downloaded.
Once the code is pasted, I click “preview.” The testing tool shows me what the article will look like in Google search results:
In addition, I can inspect every markup element that I added.
If necessary, I can edit the HTML directly in the testing tool in order to update the schema and preview results again.
Tips for Using Schema Markup for SEO
The purpose of this article was to get you started in the world of schema markup. It’s a big world.
The next few tips will show you how to dive even deeper, and gain even richer results from schema.
Find The Most Commonly Used Schemas
Schema.org provides a list of the most common types of schema markup. You can visit the Organization of Schemas page to see this list. Check out the types that are best suited to your business.
Use All The Schemas You Need
As I mentioned previously, there is a myriad of markup types. To get the full list, visit The Type Hierarchy. This master list provides most of the markup types that are available.
The More Markups, The Better
Schema.org’s instructions explain clearly, “the more content you mark up, the better.” When you start understanding the vast array of item types, you begin to see just how much there is on your web page that you can mark up.
Keep in mind the disclaimer, however: “You should mark up only the content that is visible to people who visit the web page and not content in hidden div’s or other hidden page elements.”
Final Thoughts on Schema Markups
As simple as schema markup is to implement, it’s surprising how few businesses and websites have taken advantage of it.
Schema markup is one of those SEO techniques that will probably be with us for a long time. Now is the time to learn and implement the relevant microdata to improve your search results. Doing so right away will put you ahead of the curve, giving you a leg up on the competition.
How do you use schema markup for your company’s website?
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Anywhere you find a cube of sugar in the open, you’ll find ants.
Today, the SEO service providers’ industry, valued over $65 billion, is like a cube of sugar. It’s why you’ll find countless SEO companies scrambling for a piece of that sugary cake.
And where does that leave you, a business owner eager to reach Google’s top pages, generate qualified traffic, and drive sales?
With all this confusion, I sense you came here pondering:
- How do I filter vetted SEO companies?
- How can I find a top SEO company that doesn’t need ads to rank its website organically?
You’ll find the answer to those questions here.
And that’s not all.
You’ll also see the SEO companies that go beyond vanity metrics and deliver real business results.
The 5 Top SEO Companies in The World
- Neil Patel Digital (best for SEO content marketing)
- Voice SEO (best for Voice search)
- ReachLocal (best for local SEO)
- FATJOE (best for backlinks’ acquisition)
- OuterBox (best for eCommerce SEO)
In the past, you could hire any Tom and Harry to stuff keywords into a page or website you wanted to rank, and it’ll make its way to Google’s 1st page.
In short, the constant evolution of SEO has reached a tipping point where ranking alone doesn’t guarantee business results—qualified traffic, leads, and sales.
To get the most out of any SEO investment today, you need a holistic strategy.
And a holistic SEO strategy must blend your website code, information architecture (IA), and content marketing with context to not only make your business discoverable online but valuable to customers.
Take this guide you’re reading, for example. If it wasn’t valuable to you, would you still be reading?
You’re experiencing excellent SEO execution at play here.
Done well, it drives relevant website visits. But most importantly, it uses high-quality content to engage and convert visitors into leads and customers.
I’m confident the best SEO companies we reviewed below will do no different. Hire any of them, and you’ll attract and convert visitors into leads and customers.
#1 Neil Patel Digital – Best For SEO Content Marketing
Yeah, we’re tooting our own horn, and it’s not because charity begins at home.
We’ve earned our place on this list.
First things first, Neil Patel Digital was founded by hardcore marketers who walk the talk, and not some random wannabe. If you type “SEO strategies” into Google from anywhere in the world, you’ll find well-crafted content by our Co-founder, Neil Patel, on the 3rd and 4th organic positions:
And that’s but the tip of the iceberg.
As you can see from the snapshot above, through these efforts, our Co-Founder has accumulated more than 1.7 million organic keywords with over 3 million websites across the globe linking back to his content pieces.
To build a rock-solid SEO content marketing company you can rely on, I also partnered with other marketing veterans to form Neil Patel Digital:
Together, the executive team here in Neil Patel Digital has garnered over five decades of hands-on experience. And this excludes other top-level, in-house marketing managers.
In short, SEO-optimized content marketing is one of the prime reasons customers, from startups to enterprise brands, trust Neil Patel Digital to deliver top-notch search engine optimization strategies:
If you’re just starting with search engine optimization or seek better results, it’s best to start with content marketing.
Content is the bedrock that drives all other online marketing campaigns.
It’s how you got here; it’s how your customers will find you, too.
And not only is SEO-optimized content marketing Neil Patel Digital’s core offering, but we’ve also developed battle-tested programs we can bet our life on:
Since you’re still here, get your free consultation with Neil Patel Digital here.
#2 Voice SEO – Best For Voice SEO
No, this company didn’t name themselves Voice SEO for the fun of it. They’re the #1 ranked voice SEO company by TopSEOs.
And that’s for a reason.
Voice SEO took it upon themselves to study the trends surrounding how people use spoken commands—instead of typing words to query the search engines. From there, they discovered the ever-increasing use of voice search and positioned themselves as the go-to company for voice SEO.
If you own any of Siri, Google Echo, or Alexa devices, or you know someone who does, that should give an idea of the growing importance to optimize your website for voice.
But, if you don’t, I’ll quickly let you in on it.
Over 31% of smartphone users across the world use voice technology at least once weekly. Another research projected 50% of all online searches in 2020 to be voice-based. And by 2022, over 55% of households are expected to have voice search-enabled devices.
These stats all point to one direction: The time to optimize your website for voice search is now.
And that’s where Voice SEO, as the name suggests, comes in.
This company started as a small team of SEO experts focused on putting their SEO skills to good use, helping businesses like them to grow.
Through this intense passion for excellence, Voice SEO followed the highest standards in the industry, particularly in voice search engine optimization.
Although there are no client testimonials to their name, they have garnered accreditations, which shows they know their onions to deserve a place on this list:
#3 ReachLocal – Best For Local SEO
ReachLocal is the go-to company for strategic local SEO executions. And their experience, results, and high-value partnerships speak for itself.
With offices in five continents, they’re a Google Premier Partner, and Bing Ads Certified specialists, and others. ReachLocal proudly partners with Google, Yelp, Yahoo!, Bing, and Facebook to help businesses optimize their local search engine optimization strategies and drive in-store customers.
And not only that, across several review sites, this company’s experience and attention to detail have seen them receive 4.5/5-star ratings from happy customers:
#4 FatJoe – Best For Backlink Acquisition
Search engines interpret the relative importance of your web pages and websites as a whole, using the number of backlinks pointing to them.
In order words, the more backlinks you acquire, the more the search engines see your site as authoritative.
And the more it’ll rank your site over those of your competitors for competitive keywords.
When it comes to acquiring backlinks for SEO, FATJOE comes highly recommended by us. They’ll help you generate high-value backlinks, and you can rest assured because even other SEO agencies turn to them for the same.
FATJOE has grown to become one of the world’s largest outsourced link building agencies, serving over 5,000 clients worldwide.
When you sign up for FATJOE’s SEO link building services, you get premium access to every tool you need: A dashboard to manage and track your orders, and their Blogger Outreach product to find and reach relevant websites to build links from.
About 97% of customers who use FATJOE rates them a 4.5/5, and even though they’re more positioned for agencies—because they do link building a lot.
#5 OuterBox – Best for eCommerce SEO
OuterBox, an SEO and performance marketing company focused on eCommerce brands, is our pick for eCommerce SEO.
If you own an eCommerce website and seek a talented group of dedicated people to power your business through the search engines, you should look OuterBox’s way.
Founded in 2004, this company earned the list of Inc. 500 fastest growing companies in the US, having served hundreds of customers across several eCommerce sectors.
Their clientele speaks for itself: NewAir, AtlasOil, JetDock, UCFS, and others.
And it doesn’t matter which eCommerce platform you’ve built your business with. Be it WooCommerce, Magento, Shopify, Drupal, or others; you can rely on OuterBox for effective eCommerce search engine optimization:
5 Characteristics That Make a Great SEO Company
You’ll find hundreds, if not thousands, of SEO companies out there.
So, let’s say you wanted to go out of our vetted list to find one for yourself. What are the characteristics that make a great SEO company you should be looking out for?
They are as follows.
1. Experience and Process for Implementing SEO
When it comes to SEO these days, anyone with a laptop, access to the internet, and a WordPress-installed blog can boast of being an SEO company.
What you won’t see behind those claims, however, is the experience and process they take to deliver results.
You should always lookout for this.
Scroll their website, do a simple Google search and see if they show up on the search engine’s organic positions. If they don’t, it means they have little to no experience nor implemented what they claim to deliver.
Can you give what you don’t have?
Likewise, a fundamental characteristic of a great SEO company is that they have experience implementing SEO for themselves first.
And they have a process, showing you how they go about getting results:
2. An Impressive Portfolio
The idea of showing off portfolios has become a characteristic of great SEO companies today. And the reason for this is simple.
They’re proud of the businesses they’ve helped increase rankings on Google and driven traffic to get leads and sales.
But, this idea to show off their portfolio does you more good.
Scroll through it, and you’ll see the kind of clients they’ve worked with or frequently work with. From here, decide if you want to be in that mix and get similar results.
For example, at Neil Patel Digital, here are some clients in our work portfolio:
3. Thought Leadership
SEO is always evolving.
Today it’s Google’s RankBrain. Before you know it, it’s Panda. And just when you thought that one would stay, Hummingbird hits you right in the face.
And those are major updates. In one year alone, Google makes upwards of 3,200 updates to its search engine algorithms.
How can you—one focused on managing your business, keep tabs with all these changes?
You need thought-leadership, and that’s a characteristic of great SEO companies.
Look out if they’re keeping up with SEO best practices as they evolve, and sharing tips to help businesses adjust for maximum impact:
4. Real Life Testimonials
Who wouldn’t toot his own horn?
Definitely not search engine optimization companies. Developing winning SEO strategies, managing its implementation, and guiding teams on its execution to generate results is hard.
When an SEO company does all this hard work and gets those fantastic results, their customers reward them with testimonials, having got value for their money.
Thus, sharing real-life testimonials is a characteristic you’ll find with most great SEO organizations:
5. A Complete Team of Leaders, Managers, and Executors
Just as no man is an island, turning SEO ideas into higher rankings, website visitors, leads, and sales needs a diverse team of specialists.
When an SEO company makes too many promises without showing you the team to make it happen, hold tight. Why?
Because that’s a red flag they’ll charge you a premium and outsource your job for pennies on the dollar overseas or Fiverr for $5.
From strategic leaders to managers and different teams of specialists to execute your strategy, great SEO companies are proud to show off their amazing team members:
What to Expect from a Great SEO Company
So far, I’ve listed our recommended SEO companies and highlighted the characteristics that make a great search engine optimization company, suppose you decide to find one yourself.
Either way, after making a choice, what should you expect from a great SEO company?
1. Discovery session
Your decision to work with an SEO company may come from the need to rank your site higher, generate more traffic, drive sales, or all three.
But, no business case and needs are exactly the same. The SEO strategies that worked for another company won’t work automatically for yours.
Great SEO companies, from experience working with different organizations, know this. Thus, they’re not quick to send proposals. Instead, to help you, they allow you to share your unique needs and business case in a discovery session:
2. Research and Recommendations
After sharing your needs and business case with an SEO company, they take what you tell them and use their expertise to conduct in-depth research.
They do this to get the right context needed to bring themselves on the same page with you, your target audience, and industry.
After they’ve performed this research, expect a great SEO company to share their recommendations of what you need to do to get maximum results. This, they can do over another discovery call or via email.
3. Contract with Deliverables
If your discovery session and follow-up conversations with an SEO company looks like a good fit for the exchange of mutual value, you’ll receive a contract for your business.
However, a great SEO company won’t only send you any contract. In it, expect to see a detailed list of what they’ll deliver, how they plan to deliver it, and when you should start expecting results.
4. Onboarding, Project Scoping, and Management
To help you, an SEO company would need access to some of your assets.
Depending on your work scope, this could include your in-house staff, website or blog access, your analytics login codes, etc.
So, to forge a smooth partnership with your company, expect your team to go through a detailed onboarding process from a great SEO company.
From this onboarding process, they’ll also scope your project, timelines, and establish an understanding of how they’ll manage your project.
Conclusion: Give SEO Time
SEO takes time before its results start to manifest.
You should start expecting results from SEO in about 100 days.
Any company that promises you overnight successes doesn’t know SEO well enough or what they’re doing.
In short, great SEO companies don’t make wild promises; they show you what’s possible and how they’ll work hard to achieve it.
If you give them time, you’ll start seeing results—qualified traffic, leads, and sales.
And once things pick up, it’s like a flywheel, always getting better as long as you continue to work with a great SEO company.
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