Pay-per-click (PPC) advertising continues to be one of the most effective ways to capture the attention of your target audience and successfully channel them through to your website.
Users are more likely to click on adverts occupying the top spots on search engine results pages (SERPs), but as securing clicks shouldn’t be your ultimate goal, maximising your ranking position is only one component of a successful PPC strategy.
The measure of a successful PPC campaign is often determined by the number of leads, sales or opportunities for customer contact which result from the clicks your adverts received. Success therefore requires consistent monitoring...Read More »
Dynamic Search Ads (DSAs) utilise Google’s own organic web crawling technology to target relevant and appropriate search queries based on the content of your website.
DSAs are often beneficial for retailer ad campaigns because:
They contribute to a smooth campaign workflow that allows advertisers to target their adverts to many different queries.
They help to plug any openings in keyword campaigns by utilising incremental traffic to deliver a better return on investment (ROI).
Four Reasons to Use DSAs
DSAs can boost efficiency
By pulling relevant data from Google’s organic search index, DSAs reduce the time investment required to build keyword lists, create bids and write ad...Read More »
Google has officially started to roll out its new AdWords user interface, and it is expected that it will be available to every user by the end of the first half of 2018.
Many AdWords users, both individuals and professionals, have been voicing their concerns over the potential impact this drastic update might have on key features, reports and overall functionality. Noting that many people have been experiencing the same frustrations, we’ve put together a few pros and cons of the new interface to give you an insight into what you can expect to encounter over the coming months.
Pro: The Aesthetics
Although...Read More »
There are a multitude of benefits to be gained from considering paid and natural search performance underneath one universal umbrella.
Search engine results pages (SERPs) appear to the average searcher as a list of opportunities. Searchers will evaluate the value of visiting both paid and natural listings and, as such, striving for a comprehensive search strategy with a joint focus on paid and organic optimisation will deliver increasingly meaningful results for your business.
Paid and Organic Searches Don’t Have to Be an Either-Or Decision
The differences between paid and organic search channels could be compared and contrasted until the end of time. There...Read More »
Implementing solid link-building strategies is an essential component of every successful approach to search engine optimisation (SEO).
As Google only wants to direct its users towards high-quality websites containing relevant and valuable information pertaining to the searchers’ original query, securing high-quality inbound links to your website from respected and authoritative websites within your niche is an effective way to inform Google that your website does that really well.
The Importance of Link Audits
Conducting a thorough audit is an excellent way to evaluate the current condition of your link profile.
Review Link Practices
Avoiding shady link-building practices is crucial to avoid jeopardising the integrity of...Read More »
A cluttered AdWords account isn’t a productive work environment. Refreshing your account doesn’t have to be complicated, and we have put together four steps that will introduce some clarity back into your AdWords workflow.
Reviewing Low Search Volume Keywords
Although Google will automatically mark low search volume (LSV) keywords until volumes begin to increase, they can sit dormant in your AdWords account for years, taking up space and hampering efficient filtering and crucial optimisation decisions.
An LSV Actionable Checklist:
• Filter LSV keywords
• Review the previous 18 months to ensure you aren’t just omitting seasonal LSV keywords
• Identify terms with zero or low impressions...Read More »
Historically the North West has been a hub of media production but this has been recently catalysed with the birth of Media City UK. From Granada TV at the Quay Street Studios; Coronation Street, University Challenge and a whole host of TV and film has entered our screens. But now, for the first time, over half of the BBC’s staff are based outside of London and the South East.
This article is going to briefly investigate the impact this huge expansion has had on the local economy and the long-term implications it may have.
Manchester and the Northern Powerhouse
Since 2011, Media...Read More »
Prior to the start of this month, where the dotted line was signed to trigger the UK’s departure from the EU, the UK effectively sat in a Digital Single Market with the rest of Europe. Now that this bubble has burst, businesses in the UK are left with a new reality to forge through unfamiliar market conditions and political landscapes.
This is a brief article to discuss how the ecommerce market is likely to evolve over these potentially turbulent times and how businesses can be best placed in this new era for digital marketing.
Some numbers to put the words into context:
Ecommerce...Read More »
If you are an SME, you will no doubt have been told the importance of social media by your various digital marketing advisors. However, the prospect of running your own campaign can be daunting for many. Here are five things not to do when running your own social media campaign.
1. Don’t Be Scared by the Size of Competitors
While assessing the competition should be part of any competitive outreach drive, it can be daunting on social platforms. If your sector has some established players, the chances are that they will have large sets of followers and generate likes and reposts regularly. ...Read More »
In both the worlds of web design and search marketing the importance of Calls to Action (CTA) are clear. Having great CTAs enables visitors to your site, improves usability and often conversions. So, what are the key messages behind successful Calls to Action?
In a similar style to a sales pitch, creating the sense that the buyer/ user needs to act now or lose out is a proven way to generate clicks. This is because we are innately averse to loss. So, if you can give something (even if not on a restricted timeframe) people are more likely to act....Read More »
As a search marketing company, the team here at Digital State Marketing are more accustomed to thinking of social media in terms of marketing. Social platforms are a great source of information about what web users are interested in, which can be funnelled into creating great content. These platforms are also the perfect place to release these content and other marketing offers to a highly targeted audience.
While social media is not generally considered to be one of the key factors in Google’s core algorithm, its role is not fully understood by the industry. Surely, as an active traffic source, it...Read More »
If you have had a technical audit done on your website, your attention will have probably been drawn to the number of 404 errors it’s accumulated. So what are the effects of these errors on your SEO efforts?
What Are 404 Errors?
Code 404 relates to a “not found” error. Meaning that the server is working correctly but the target page could not be located. So instead of returning the desired content, a holding page is served to the user.
Returning 404 errors is an inevitable part of managing a website. As such, a great variety of styles of 404 pages have been...Read More »
As we have entered our seventh year as a search marketing company, we have noticed how much the market has changed in that time. The evolution of the metrics used to define the levels of success in a campaign, is a great example of change. It’s hard to imagine that any other metric than the eternal concept of Return On Investment (ROI). Yet while digital marketing platforms have the benefit of a very high level of traceability, it is still open to a degree of the traditional marketing’s fuzzy numbers syndrome. While the various analytics platforms have become more complex,...Read More »
What are Accelerated Mobile Pages? Well to put it in an entirely simplistic and non-technical manner, they are pages that are made using a set of rules that make the page lighter and faster to load for mobile platforms. For a far more thorough description, you could visit the AMP Project’s own website which features the full details about the required AMP HTML, AMP JS and the Google AMP cache. However, for those of you who are looking to find out what accelerated mobile pages are and if your website needs them, then that will likely be going in at...Read More »
I think it’s fair to say that most SEO companies agree, social media play a role in the wider SEM portfolio. To what degree is perhaps less of a unanimous verdict. When reading Search Engine Land recently, I came across the linked article. It raised several great points, that I think translate into SEO provision as well as the original subject of content marketing.
So here are 3 common social media mistakes that are made as part of a wider SEO strategy:
Even Google representatives (2015) have referenced that links still play an integral role in the core algorithm. Even noting...Read More »
Many Business Owners often fail to understand how poor online reputation management (ORM) can damage their company’s sales and image. Your online reputation can help generate trust and business while at the same time steer potential customers or clients away.
With something so simple being able to have a huge impact on a business’s potential income it comes as no surprise that there are companies out there that will help you to maintain a positive reputation while minimising the effect of negative comments.
You may have heard of the university in California which received huge negative publicity online after pictures of student...Read More »
When choosing your Digital Marketing partner one of the first questions asked will be “what will I get for my money?” If you were a Digital Marketing expert then there would be no need to go through the selection process of finding the Digital Marketing partner for you. In the selection process there will be words and phrases, SEO, key words, rankings, which you may not understand but the right partner will guide your marketing campaign through this. However, the bottom line question remains of what do I get for my money and what is the return on that investment?
Your...Read More »
Google’s Panda updates may have been with the search marketing community since February 2011 but it would now appear to have transcended its former role and become a full blown part of the core Google Algorithm. The authenticity of this statement ha
s been verified by Google’s own PR Team via a piece on the SEM Post. So unlike Penguin, which is still working on the update style of rollout, the news about Panda will go quiet as it comes under the secrecy edict of the wider core algorithm.
An interpretation of this could be that the search marketing world has broadly...Read More »
As the New Year begins and many people develop a new sense of resolve, setting themselves resolutions to improve their lives, the cynics are inevitably scoffing at their endeavors. This is perhaps due to the notorious failures of many of the stereotypical resolutions, such as the gym memberships that go unused come February or the failed resolve when faced with storing quarter of a bottle of left over Christmas sherry.
So this year why not set yourself and your business New Year’s resolutions that are both achievable and ultimately useful in the long term?
Procuring a SEO technical audit from a specialist...Read More »
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Mobile and tablet devices have become increasingly popular over the past few years. With Wi-Fi becoming more and more readily available, people are becoming heavily reliant on mobile devices. For this reason, it is important for a search engine optimisation company to ensure clients’ websites are optimised for mobile users.
Google’s algorithm was updated on the 21st April 2015 to make SEO searches mobile friendly. This affected websites ranking on Google that weren’t optimised for mobile devices. So if you haven’t done so already, then make sure your website is mobile optimized and increase your rank on Google. Read on for...Read More »