Online Reputation Management – What Can You Do?

Posted by on Oct 26, 2020 in Online Reputation Management |

Online reputation management (ORM) is a concern for any business with a growing online presence. Digital marketing requires constant effort. Managing negative publicity is just another part of the puzzle. Despite the best intentions and all the SEO know-how in the world, your brand could be suffering from negative publicity. You may stumble upon a negative review or a complaint which you need to manage to avert long-term damage. Let’s explore how you can detect, prevent, and take action against brand-harm. Online Reputation Management – Prevention is Better Than Cure  While not all-encompassing, preventing negative publicity should be your first order of business. Businesses with noble intentions and good ethics will mitigate most damage. The key is keeping track of information given by the company. Make sure it’s factual. Make sure to keep tabs on staff and how they conduct themselves online and respond to queries in a timeous fashion. How to Detect Reputational Damage  Apart from social media, you can set up Google Alerts for brand-specific keywords or keyphrases. Google will alert you daily of any new content that pops up online mentioning your brand. This way, you’re sure to be kept abreast of other people mentioning your brand online.  Of course, you want to keep an eye on all the major social media channels and hashtags or @mentions. Not only are these good ways to detect reputational damage, but they can help you engage with your customers. You’ll also be able to see good things written about your business or brand. It’s much better than Googling your keyword every once in a while. It may even help you present new solutions to existing problems. Tools you can use to monitor your online presence include: Awario Reputology Go Fish Digital Complaint Search SEO Spyglass Grade.us Brandwatch ReviewTrackers Furthermore, there are tools to outsource or automate social media monitoring: Radian6 Meltwater Buzz Sysomos Heartbeat If you follow this procedure religiously, it’s unlikely something will slip under the radar. Taking Action Against Negative Publicity Once you’ve identified anything that causes your business or brand reputational harm, it’s time to take action. Some things to look out for could be defamation, fake news, brand abuse, or abuse of trademarks or copyrights. Should you find any of these on a web page, you may attempt to have it removed. While it may not be easy to have a page removed without concrete evidence of incorrect information, you can attempt removal based on the following: Laws (both local and international) ISP terms Search engine terms and quality guidelines Hosting site terms of use You may need to look at precedent as well and the author of the content’s motivations. Businesses have legal avenues...

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A Guide on How To Do Keyword Research For SEO

Posted by on Oct 21, 2020 in SEO |

Keywords are the key to increasing traffic to your website and improving your SEO ranking. If you don’t include terms that people are using in their searches, then no one will visit your website. Keyword research is a key component of any successful content marketing strategy. Here’s a quick guide on keywords and SEO. What Are Keywords?  Keywords are terms people commonly type into search engines like Google. Using keywords is a clever digital marketing strategy because it can lead to increased website engagement, more time spent on your website and sales leads.  What Is Keyword Research?  Keyword research involves researching the words that potential consumers and customers are going to use when they use search engines. This also means that you need to compare and choose the best keywords to use. Keyword research ensures that your content is relevant and marketable.  How To Do Keyword Research  Firstly, you need to identify the seed keywords of your content. You can do this by using keyword tools. For example, Google Keyword Planner is a free keyword tool and it can be used for both advertising and SEO. You can also identify keywords by thinking about what potential customers would type into Google when searching for your product or service. Secondly, you need to investigate what keywords your competitors rank for. You can do this by typing in your list of seed keywords into Google and checking who ranks on the front page. If you don’t know who your competitors are, then a bit of market research is needed before doing this. Next, you need to know your target market – their problems and questions. Industry forums, groups and Q&A sites are good places to look, as potential customers usually express their concerns and questions on these platforms. Your customers offer great insight into what specific keywords you need to include. Here are other ways to determine keywords: Chat with your customers face to face Go through past emails with customers and look for commonly used words Look through customer support tickets Think about the questions that were asked in past conversations So there you have it – a complete guide on how to do keyword research to improve your SEO ranking. It’s never too late to do your research, so start today! Please follow and like...

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Ten Tips for Aligning SEO & PPC for Better Ecommerce Results

Posted by on Oct 8, 2020 in PPC, SEO |

The change in lifestyle brought about by COVID-19 has highlighted the need for SEO services more than ever. Even demographics who would previously not have been big e-commerce shoppers have been persuaded to go online as the pandemic has kept them indoors. This makes logical sense, and the stats prove it: Compared to the same period last year, U.S. e-commerce sales in July increased a whopping 55%. As a total of retail sales in the U.S., e-commerce more than doubled from Q1 2020 to Q2. “That’s over a decade of growth in the space of just a few months as reported by the U.S. Department of Commerce.” Year on year, Amazon sales rose by 40% for Q2 2020 to $88.9 billion. SEO and PPC tips for e-commerce success 1. Create a strategy for SEO and PPC synergy Google Shopping has reintroduced free listings that are generated by the Google Merchant Center. Maximize your holiday shopping campaign by aligning your organic search (SEO) and paid search (PPC). Use your PPC spend to target high-value queries on channels where paid listings lead the results. Seek out opportunities to use SEO to rank for searches that attract a high click-through rate. 2. Analyze Search Trends Take note of the top search queries in your category. Utilize the results to keep SEO core to your strategy, influence your marketing messaging, and inspire your paid search. 3. Plug Fresh Content Use SEO analysis as a guideline to create current, pandemic-related content that develops trust with your readers by showing your understanding and support. PPC can then be used to attract some immediate traffic and fill in any gaps. The best part? Informational queries are generally cheaper per click – extending your budget. 4. Test with PPC Paid search provides feedback on what type of message and imagery works best – almost immediately. Use PPC to test various new ideas and tweak your SEO accordingly. 5. Lengthen Your Marketing Funnel The more familiar people are becoming with using search engines, the more diverse their reasons for doing so. Take time to nurture prospects during the consideration stage of the buyer’s journey using an appropriate blend of SEO and PPC efforts. 6. Draw your audience a picture As part of your search plan, make sure to include images and videos to keep up with the increasingly visual nature of Google. Keep your visual content consistent in SEO and PPC. 7. Leverage Ad Extensions Take advantage of callouts, structured snippets, and other ad extensions – such as Google’s beta “Curbside pickup” badge – to share extra information about your products and services. 8. Add to Google As Amazon and Walmart’s advertising improves, you may want to spread...

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Killing the Myth that Link Building is Dead

Posted by on Oct 2, 2020 in Link-building, SEO |

Building good links is not easy, but definitely still worthwhile. We all remember the days before Google started to clamp down on link building in 2012, when generating traffic off other websites could be done without too much effort. But being in an era where customers are sensitive to brand endorsement, link building is now more vital than ever before and certainly not dead. Why link building still matters Link building is still crucial to any SEO strategy. If you want to create valuable backlinks, white hat SEO is the way to go. You will rank higher on SERPs if you curate backlinks from sites that are considered to be credible, as domain authority is vital to ranking in Google’s algorithm.  Social media marketing has become a mecca for link building, as one influential person sharing your content could lead to thousands of impressions and traffic. But you’ll strike the jackpot if you’re getting that content published or mentioned in other articles – because just like that, you have the potential of creating a valuable backlink to your site. If you’re generating highly engaging content or speaking to your identified audience, thousands of people could be sharing your links, and in turn, be doing the link building for you.  When it comes to content marketing, always ask yourself what you can do to be different or better. Hundreds of people could already have created content on your topic, so look at theirs and improve on it. By being better and different in your approach, your content will be considered to be fresh and more likely to be picked up when pitching your ideas. You can create and achieve backlinks through simple (albeit somewhat time-consuming) tactics, such as manual outreach to others in your industry to see whether they would want to feature your content, or by being a guest on a podcast, or even by getting in touch with website owners with broken links.  If you want more advice from a digital marketing agency on effective link building strategies, contact WSI OMS today.  Please follow and like...

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5 Common PPC mistakes to avoid in your business

Posted by on Sep 23, 2020 in PPC |

If you want to benefit from pay-per-click (PPC) advertising, you need to have clarity and intent when integrating it as a digital marketing tool. The most challenging aspect of PPC advertising is that it is by no means an exact science. There is a lot of experimenting involved in getting the correct formula for your business and budget. The rewards, however, can be substantial with Google reporting up to double revenue for the budget spent in some cases. Let’s take a closer look. 5 mistakes to avoid to fast-track success in PPC advertising  If you’re set on success in PPC advertising, here are the most common mistakes that business owners tend to make (and suggestions to help you fix them). 1. Neglecting the data  Before making any hard and fast decisions about how your campaign is doing, and which ads and keywords to target, carefully analyse all the available data. You may find that you are doing well overall, with plenty of clicks and conversions, and so you might decide to keep your current spread of ads as it is. However, parts of your campaign may be working well, while others are not working at all. One or two of your ads may be carrying your entire campaign. Analysing the data allows you to shift your strategy and spending to maximise your results. 2. Avoiding negative keywords Many marketers either forget, neglect, or choose to ignore negative keywords. This can be a big mistake. While it may seem counterintuitive to target keywords that are meant to keep people away from your website, it is actually one of the best ways to establish your niche and make sure that you attract only visitors who are most likely to become paying clients. You would be doing both yourself and internet users a favour by establishing these limits at the very beginning. Yes, negative keywords will lead to less traffic, but they will eliminate only the non-converting visitors and ensure that you get the right traffic. 3. Forgetting about ad extensions  Ad extensions can increase your click-through-rate by 10-20% – and they don’t cost any extra – yet many people forget to include them in their campaigns. Ad extensions can increase your ad’s reach, they can provide better value for money, and they offer more ways to reach you while increasing your online visibility. They may include contact details, site links, invitations to download an app (if you have one) or testimonials from your customers, among other things. Be sure to include as many of them as you can. 4. Not bidding on your own brand’s keywords  You should always run at least one campaign that is dedicated to your own brand...

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