Tips to use PPC in an inbound marketing campaign

Posted by on Sep 8, 2020 in PPC |

Pay per click advertising should form part of any inbound marketing strategy to maximise the reach of the content being promoted. The two should work together to complement and enhance one another. Once pay per click and inbound marketing strategies are pushing in the same direction with the same goals, your business will reap significant rewards. Aligning PPC and inbound marketing  While it is common to think of pay per click advertising and inbound marketing as separate strategies, the two can complement one another if used correctly. Paid advertising increases the prominence of your content and sends more people to your website where they can engage further with your inbound marketing content. In order to run an effective pay per click advertising campaign, you should know who you are targeting, which keywords you would like to focus on and make use of data from testing and analytics to back those decisions up. Rather than running general ads promoting your brand visibility in a pay per click campaign, use it to promote your strongest content instead, so that consumers are more likely to engage with it. This works best on social media where people are looking for interesting content rather than just information. Paid adverts have been proven to work even once the customer knows what they are looking for, as long as the content is linked directly to a commercial opportunity. Make sure that your pay per click landing page is aligned to the content of the advert. Any good digital marketing strategy should look to integrate pay per click and inbound marketing devices to make the most of the money you are investing in paid advertising and the organic SEO content you are creating to represent your brand. Get in touch with WSI OMS today to get more insights into how to integrate PPC with your inbound marketing strategy. Please follow and like...

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SEO Tips to drive organic blog traffic (Part 2)

Posted by on Aug 25, 2020 in SEO |

Due to the popularity of our previous blog post on SEO tips, we’ve created a part 2 to provide you with even more relevant, actionable advice to drive organic traffic to your blog. Here’s what you need to know. Link to your own content If you have a lot of valuable information to share about a specific industry, niche or subject, make it easy for readers to find everything they could need with internal links that are organised in a hub and spoke model. Let’s suppose that you’re writing about gardening. You may have already created a library of useful content that your readers could find valuable. Now go through your posts and see if you can link words or concepts in one post to others, for example: if you’re writing about “water-saving plants” it could form your hub, and you could link to other articles like “caring for succulents” or “ground coverings that keep your soil moist” as spokes. The idea is to keep your reader on your site as long as possible by providing them with content they want to consume in a way that is easy to navigate. This will help Google to see that your content is relevant and useful and can help to boost your page ranking.  Keep your content updated  It’s incredibly annoying to find a great resource that answers your question only to realise that the source is out of date. Revisit your content often and update it so that it remains relevant and applicable to your audience for as long as possible. Update broken links and add new information if you can – this also allows you to tell your audience that your great resource is now even better, which leads us to the next tip. Repurpose your content  Be sure to get the most out of your content by adapting it to be suitable for different formats and platforms. Your audience members may come from a variety of different sources, so you need to make it available for as many people as possible. Unfortunately, this means that you will have to put some work into adapting it for different purposes. Although it takes a little longer, it will give your content the best possible chance of getting seen, which will indicate to Google that your content is valuable for a broader audience.  Let people know about your content In addition to your regular audience from social media and newsletter sign-ups, you also want to reach a broader audience in your network. You can do this by letting people know that you’ve mentioned them or their resources in your writing. You can even go a step further and reach out to...

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5 Blog SEO tips you can use for more traffic

Posted by on Aug 17, 2020 in SEO |

Having a blog is a useful tool for businesses looking to increase their online visibility and connect with customers. However, to stand out in the competitive world of digital content, you need to implement SEO tips in your blogging. Here are five traffic-boosting SEO tips to use:  1. Keyword research  Research keywords of what your customers are searching for and what is currently trending, as this will save you a tremendous amount of time and effort towards driving more traffic to your blog. There are several useful tools that you can use, for example, Keyword Planner and Google Trends.  2. Optimise images for SEO  Including images on your blog makes it easier to read, but also offers an opportunity to add keywords to the page. Use the image file name, alt text, and caption text to do further search engine optimisation on your blog.  3. Add internal links  Linking internally on your content helps search engines know the validity or relevance of your page and will keep your readers on your site for longer. Having a link building strategy will raise other related pages to search engines and boost your blog’s performance. 4. Mobile-friendly  Hitwise reported that almost 60 percent of online searches are done on a mobile device, and Google will first display mobile-friendly results. Ensure that your website design is responsive to mobile and only has one URL to help your SEO come back to your site. 5. Evergreen content  Focus on writing content that won’t go out of date within a few weeks or months. Plan your content marketing in a way that it is dateless and always relevant. Also, recycle your old posts by updating them once a year. It is essential to use good SEO practices in your digital marketing strategy for your blog to get more traffic and will give you that edge over your competitors. Contact us today to help you with your SEO or to update your blog web design that WSI OMS offers. Please follow and like...

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Link building: Avoiding penalties from Google

Posted by on Aug 11, 2020 in SEO |

Your SEO strategy is a massive part of your digital marketing effort, and if you’re spending time on link building, there are a few things you need to be aware of that could get you into serious trouble with Google’s spam team. In our latest blog post, we take a look at the types of links that get you penalised and how to avoid getting penalised. A quick recap of link building terms Inbound links Inbound links are clickable links from any other site that links back to your site; that’s why they are often called backlinks. They bring traffic to your website.  Outbound links  The exact opposite of inbound links, outbound links point to other websites or webpages.  Manual penalties  Also called manual actions. Google can demote or remove a website (as a whole) or pages of a website that engage in spammy, unnatural link building which goes against Google’s terms. Webmasters are informed of such actions on the Search Console and the webmaster then has an opportunity to fix the problem and send a reconsideration request. Link Schemes Any link that attempts to manipulate the Google ranking system may form part of a link scheme. These include buying or selling links, using services that automatically create links to a site, and excessive link exchanges. Link Schemes are set out under Google’s quality guidelines.  Common link penalties you need to avoid  Spam links  Whether it is pure spam that adds no value to where it is posted, or user-generated spam that is created by posting in forums, discussions and blogs, Google does not like spam links. If your link building strategy includes adding your link to discussions and forums, you need to be very careful to only mention it when it is relevant and useful and directly related to the content you are commenting on.  Paid links Google does not play well when it comes to the practice of buying and selling links. If you’re paying someone to add your link to their site or being paid to add a link to your site, then you’re going to get penalised. If you decide that you want to buy links, be sure to mark them as “no follow” links that will be excluded from your rankings. In general, the best idea is just to avoid this practice.  Private blog networks Also called link networks, this is basically a network of sites that are all owned by one person and used primarily to link to each other. This tactic isn’t always effective because all the sites need strong inbound links to have an influence on ranking, and even if done correctly, Google still sees this as manipulative behaviour and may...

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Product Descriptions for your eCommerce Website

Posted by on Jul 24, 2020 in SEO, Website Design |

If you want the best eCommerce website, you need to ensure that quality web design, quality images, and excellent product descriptions form part of your content marketing strategy. Your product descriptions need to tantalise your audience with emotive language that highlights the details, features and benefits of your products while keeping it easy to read.  Aspects to consider when crafting product descriptions for your eCommerce site:    Write for a specific buyer persona  Create a buyer persona by breaking down the characteristics of your potential customers and define the product features they would be most interested in. Show some personality in telling your product story  Telling the product story should fill any gaps the customer has about the product. Write where and when the product should be used, how it works and what benefits it will provide.  Watch your tone  The product description should use natural language, like a conversation you would have with someone else. The tone must also be natural and in line with the general tone of your brand.  Make it digestible  Make the product description easy to scan by using short paragraphs, bullet points, different size fonts and lots of white space.  Never forget SEO  Search engine optimisation (SEO) is one of the best ways to attract new customers to your pages and product. Use great keywords for quality SEO.  Amp up the quality of your visuals  A great image draws the eye faster than a great product description. Use quality images to show the customer the key features of the product and complement the product description.  While web design and content marketing go a long way to present your products and information in a readable and visually pleasing manner, your product descriptions are essential to convincing the audience to buy your product. For more information, visit WSIOMS to create an eCommerce website that has web design, SEO, and content marketing at its core.  Please follow and like...

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