I admit I have been focusing a lot on 2015 SEO trends and not so much pay per click trends for 2015. The main reason is that 70% of my clients are SEO clients or have SEO focus so naturally I get dragged to talk more about SEO rather than PPC or SEM in general. But I am a search marketer who has a lot of experiance in the field of pay per click. I also have my certificate in adwords. As an adword certified consultant, I know I should try to focus more on PPC posts so here is my shot at it by predicting PPC trends for 2015;
In my post on 2015 SEO Predictions – Top 10, I made an attempt to predict the top 10 SEO trends of 2015 back in mid September of 2014. But as time passed on and I learned more, while I still stand on that article, I was able to filter out the top 5 SEO trends for 2015 in that article I was able to focus that mobile SEO, local SEO, social media, and data analytics is where SEO experts should spend most of their time on. It turns out that I wasn’t too far off the chart in fact I was spot on.
As I mentioned earlier, I was working on some attaining some industry respected certifications in order to stay up to date, relevant and connected. So far this year I have earned my Google adwords certification, which I thought it was a good thing to do since I have been an adwords expert for so many years. Then I received on my BrightEdge SEO Certification because some my clients have used the platform and also BrightEdge is the leading enterprise SEO platform.
As local SEO is becoming more important, I felt teaming up with Yext was important and as a certified dealer, I had to go through their online training and workshop where I ended up getting my Yext certification and became a Yext Certified Partner.
SearchMetrics Green Belt Certification
My thirst for certification wasn’t yet satisfied yet after getting all these certifications so I decided to pursue certifications for SearchMetrics SEO platform. I really like SearchMetrics company as a whole because they are very active in the search community. They are well known for their platform’s research tool and the rich data it offers hence I thought it would be a good idea to also become SearchMetrics certified.
Earlier this week, I attended their workshop in Palo Alto where I learned more about their platform, its features, and reviewed more advanced SEO and content marketing topics. After completing the workshop, I took a couple of exams and certified. First half of the day we spent learning about the basic features of the platform then took an exam and got my Yellow Belt certification then after lunch, we went over more advanced topics and features of the platform where after taking the the exam and passing it, I received my Greenbelt certification.
I believe they are going to have another workshop in December, where they will offer a blackbelt certification which I am intending to attend and become certified. According to SearchMetrics, Black Belt is the highest certification they have and it has a more holistic approach which it is a good fit more for SEO strategists and senior SEO consultants like myself.
About My Certification Goals
Certifications don’t necessary mean results which is all it matters end of the day. But I believe attending such workshops, trainings, and becoming certified, can give me competitive advantage in winning larger clients, staying up to date with latest trends and stay connected with fellow professionals and industry leaders.
I am planning to pursue more certifications starting with SearchMetrics BlackBelt certificate then Google Analytic IQ certificate. As an enterprise SEO expert, I understand the need to be as data oriented and as analytical as possible in order to succeed by helping my clients.
Learning what other SEO experts had to say about my last blog post on 2015 SEO trends and also reading others’ blogs on 2015 SEO trends, I am glad to see that I was on the right track. It looks like that all SEO experts anonymously agree on at least few of the points I made in my last article so I to go over them again to elaborate more:
- Mobile SEO – Apple realized that it had to make screens of iPhones large because because people use their phones to do perform many activities such as reading ebooks, stream audio and videos, surf and search among many other things. A large screen will enable users to do just that so Apple facilitated in their iPhone 6 series and it seems that they have by permanently made the iPhone screen sizes larges.SEO’s also need to learn from Apple and need enable their websites to be more Mobile friendly and optimize it for Mobile devices as mobile traffic is going the predominate method of web surf and web search in 2015 according to data. Mobile SEO isn’t hard one can simply follow some basic mobile SEO tips and also understand that search behaviors on mobile devices are different and search results can be different too based on many factors including location of the user.
- Local SEO – As mentioned above, mobile is going to take over and it may display search results differently due to the location of person performing the search hence it is important that businesses are fully optimized for local SEO even if their business does not have a local retail presence. If businesses do not have a local retail location, then they should optimize for their main or corporate offices, office of their sales representatives, partners and etc.For example if someone is in Laguna Hills or Orange County searching for for “SEO firms”, Google is more likely to return SEO firms in Laguna Hills or SEO firms in Orange County because of the GEO and the phone number of the surfer. For example, when I googled that phrase while I I in San Diego, I got different results than when I did it when I was in Orange County.
- Social Media – Google has been at odds with major social media players such as Facebook and Twitter mainly due to politics. But data shows that Google is looking more at social signals from the public pages in Facebook. We don’t know exactly what Google plan is for social in 2015 but introducing Google businesses allowing businesses to claim their social media channels, it seems that social signals are going play a larger role in Google’s rankings.
- Content – Great content will remain essential and content will remain to be King in 2015. In order to succeed, businesses need to heavily invest in great content. Great content isn’t only limited to text but also videos. Just remember that you add a little transcriptions for your videos too. Just get creative when it comes to content so you can stay ahead. If you are creating great content, you are setting the norm not following it.
- Analytics – There are many SEOs who claim to do SEO by a just a few of them actually strategize according to available data. SEO should not be a one size fit all. For example one site may need better content, one size may need better backlinks, or one site may need code fixes. So dividing deep into your Analytic tools enables you to form a customized SEO strategy for your particular website. Also having strong analytical skills, you can get better idea of what your audience need which can help you deliver what they need in order to get better results.
In summary, in 2015, SEO trends will continue change according to users behaviors. More users are now using their mobile devices, performing local searches and sharing great content on social media. If you like to be successful, you have to make sure you are on top of your game or permanently fall behind.
Need a little help with your 2015 SEO strategy? Let us help you. Contact us today and I personally make sure I lead your projects.
Many small businesses shy away from investing in Google adwords because of how expensive it can be. It is very true, adwords costs can be very expensive and unaffordable especially for small business with very limited budget. However I still advise small businesses to invest in Google adwords for the following reasons;
It seems that Google rep Gary Illyes who is a webmaster trends analyst said that Google update was to come soon at SMX East according to this blog post.
Danny Sullivan from SMX asked the following question where Gary from Google had the following answer.
Danny : “When can we expect that overdue Penguin update, Gary?
Gary : “Soon. Very soon. Maybe next week.”
Google Penguin is a code name for a search algorithm update employed by Google that was first releases in 2012. The purpose of this update is to attempt to decrease rankings of those websites that violate Google webmaster guidelines algorithmically. b Since then Google has releases multiple versions of that algorithm that has effected near 7% of search queries. As Google learns more signals to fight spam and black hat or gray hat SEO tactics, they update this algorithm and released it.
Are You Going to Be Effected by Google Penguin Algorithm?
If you have no official SEO campaigns, write and promote your website naturally, then you may not have too much to worry about (well at least in theory). But if you have hired SEO experts of SEO firms in the past, there is a good chance some of them may have used some black-hat or gray-hat SEO tactics that they didn’t tell you. Or perhaps some of the tactics they used has now become black-hat that may now have been in the past (like guest posting, press releases, etc).
You need to do a new audit of your website (both onsite and offsite) in order to determine that. If you don’t know how to do that or need help, we are here to help. Contact us and we can offer you a complete website audit and analysis.
Google Analytics is a great report and analysis tool that Google has made available free for all businesses. Many businesses have Google Analytics installed on their websites but it seems that they don’t really understand the digital the fundaments of digital analytics and basics of Google Analytics hence they don’t take advantage of this great platform fully.
As web Analytics and Google Analytics consultants, we offer consulting services that include Google Analytics installation, configuration, re-configuration, and Google Analytics data analysis and reporting.
However we also believe in educating our clients and our readers so this post will focus on fundamentals of digital analytics and Google Analytics.
What is Digital Analytics
Digital analytics is usage of available relevant data and insights to improve and create positive changes by making data oriented strategic decisions for your business.
To fully understand the data provided by web analytics, on needs to understand how to create an measurement plans that are measurable and specific to their business.
1. Define Your Organization’s measurement Plan
Define what matters to your business or organization the most. If your an ecommerce site, then your total sales is a great business objective. If your a lead generation website, then number of qualified leads. If your an online news site, then your traffic sessions, pageviews, returning or new visits and email newsletter could be great goals.
2. Document and Understand Your Technical infrastructure
To implement a solid digital analytics, you must fully understand your technical specs. Things such as your server technologies, your website performance (and how would it effect if you install more code to it), your mobile sites, and your programming languages limits and capabilities. For example, with most Ajax, it is hard to track clicks. While there are many ways around it, you must first understand that fully.
4. Keep Refining
Web analytics isn’t something you should be doing once. The digital and business world change often so you need to keep at and make sure your measurement plan is maintained and refined so that your data stays as relevant as possible with your business.
5. Choose Your Targets
In order to continue analyze your data properly, you need to choose your targets. That way you know from your business if the business is doing well or doing poorly according to your KPIs.
There is a lot more that goes into digital analytics. As certified Google Analytics experts we can assist you go deeper. Contact us to learn more.
Official Google Announcement by UK based Googler Pierre Far in his Google plus account, Google seems to have started a rollout of an updated and improved version of Panda algorithm, which should be Panda version 4.1. According to him, Google expects to have everything rolled out and in place sometime next week.
Based on feed back of users and website webmasters, Google claims to have been able to discover more actionable signals in order to help the Panda learning machine identify low-quality content better and devaluing it from their search results. Hence this results in a greater diversity of high quality content which according to Google can benefit those small and medium size websites which quality content in terms of ranking. Depending on the locale, this panda update will affect 3-5% of search queries.
This is what Google claims and we can only wait to see how it impacts websites during this and next week when this update is expected to be rolled out. But if indeed does what Pierre has claimed to, it could be a fresh breeze for small and medium websites that invest in quality content.
If you pay attention to your adwords campaigns or others’ adwords campaigns, you may see a gclid with query strings passed to the URL. This is result of a unique tracking parameter that Google implements as result of auto tagging featured being turned on and it happens when you linked your Google adwords and Google analytics.
gclid stands for Google Click Identifier and it was introduced in 2004 by Google.
It orks by appending a unique gclid parameter on your destination URLs on your ads.
The gclid parameters won’t actually show on your ads text or ad destination url, but after clicking on it, they do show in the web browser and your Web server logs.
As mentioned earlier, the gclid parameter enables data sharing between Google Analytics and Google AdWords. A good example is the “Traffic Sources” feature in Google Analytics to segment your adwords campaigns based on ad text and other metrics and dimensions all of which relies on gclid friendly urls.
From SEO prospective, you won’t have to worry about duplicated content because this is a nofollow redirect as Google organic crawler doesn’t follow adwords or any ads.
Auditing clients adwords, I see many of them neglect very simple concepts and practices that could be costing them traffic, money or both. As an experienced adwords consultant, I have see how following the simple tips below can completely revamp your adwords and search marketing efforts and have positive results.
- Be Active - I recommend all my clients to spend a few minutes a day monitoring and optimizing their adwords and PPC campaigns . According to Wordstream, only 1% of small businesses optimize their campaigns on weekly basis. That means more than 99% of small businesses don’t optimize their PPC accounts on daily basis!
- Keywords – Unlike SEO where it seems Google is going away from keywords and focusing more on stories, PPC and adwords campaigns continue to focus on keywords. In other words, in world of PPC and SEM, keywords are king! Therefore we advise our clients to choose their keywords wisely. As for keyword or key phrase match types, we recommend they start with broad-match, then optimize tobroad-match modifier, phrase match, and exact match based on conversion data. Also we recommend they pay close attention to their analytics data to filter out unwanted keywords by incorporating negative keywords.
- Relevancy – Adwords and PPC ads need to be as relevant as possible. The more relevant your ads are, the better quality score and the better quality score, the better ads click through rate (CTR) and performance. Re-grouping ads and making the ads relevant to those keywords has helped a client to reduce cost per click (CPC) by almost 50% which means that client got a lot more clicks for their budget.
- Landing Pages – Make sure your ads go to relevant landing pages. Users have very little patience and attention span. So if they click on your ads, you have only a couple seconds to make them a potential customers. Our recommendation is to create a few landing pages that are relevant to each ad group with strong call to action and offering.
- Don’t Forget Mobile – Mobile searches have surpassed desktop searches in many industries and by end of next year it will be for all industries. So don’t forget to optimize for mobile. According to WordStream, 19 out of 20 of their accounts don’t have call extensions setup on all campaigns which can help with click throughs. Also view your ads and landing pages in various mobile devices to make sure they look good.
Just doing the above simple changes to your adwords accounts can make a big difference and will put you in right direction. So get to it and contact us if you need help.