Monthly Archives: April 2021

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Industries That Reap the Highest Returns from SEO

A comprehensive digital marketing strategy might include the following elements: web design, social media tactics, custom link building, paid and organic search, local maps optimization, online review monitoring, and SEO penalty recovery. However, focus on each element will likely vary depending on the business.

Some digital marketing strategies might lean heavier into paid Facebook ads and pay-per-click (PPC) ads or focus on garnering more organic social media followers. Still, other digital marketing strategies might lean into fine-tuning a business website’s search engine optimization (SEO).

The proportions of any strategy will depend entirely on the industry and niche. So, which industries benefit the most from SEO? In this article, we’re going to break down the businesses that would see the biggest boost in revenue by zeroing in their focus on increasing organic search through SEO.

Three Industries That Can Expect the Highest ROIs on SEO Investments

1. Industries That Struggle with Old School Marketing Mediums

Prime-time TV ads, magazine and newspaper ads, or even paid placements can be pricey and ineffective. These forms of old-school marketing mediums are probably best suited for corporations with deep pockets and financial influence – not local-centric businesses with budgets.

Print and screen advertisements are often subjected to the values of the medium owners and their viewership’s sentiment in addition to oversight from federal regulatory agencies like the Federal Trade Commission (FTC) and its associated organizations. While all advertisement is regulated by the FTC and, in certain areas, local and state law, focusing on SEO gives businesses more autonomy in crafting their brand message at an affordable price.

By digging into SEO tactics, companies are also able to circumvent Google’s paid ad restrictions. For example, Google prohibits the promotion of speculative and/or experimental treatments. Medical practices offering potentially life-saving treatments, such as stem cell therapy, cellular or gene therapy, or platelet-rich plasma infusions, cannot promote these services through paid placements. Instead, these practices could reach those in need using finely-tuned SEO tactics to attract organic search with the right keywords.

2. Specialized eCommerce Businesses

No storefront? No problem. Niche online retailers can gain a competitive edge over catch-all online behemoths, such as eBay and Amazon, by using simple yet effective SEO tricks. This is where specialty online stores would really benefit from optimizing SEO elements, such as link building and keyword-rich, long-form content. Keyword research especially is a fundamental part of any traditional national SEO campaign, as including the right search terms allows businesses to generate leads and draw in consumers with intent to buy at the moment of search.

Here’s a case study proving the remarkable ROI potential of smart SEO strategy for eCommerce businesses:

In 2019, Skregear, an online retailer specializing in all-terrain hunting gear, approached us at SeoTuners with the desire to improve their keyword rankings and organic search traffic to substantially boost online revenues. It took us just four months to double their monthly traffic to nearly 5,000 visitors.

case study for client

Skregear revenues jumped by 680 percent, equating to about an extra $40,000 per month. The cost to our client? $2,000 per month. Compare that to the average cost of a 30-second commercial on a national network at $115,000, and we think you’d agree that SEO offers more bang for your buck.

3. Local Storefront Businesses

Local brick-and-mortar shops have a huge advantage over global, impersonal businesses: the “map pack”.

The “map pack” is that bundle of location-based results for “near me” queries at the top of search engine result pages (SERPs). Map-bound results are prioritized for local searches, providing mom-and-pop shops and storefront businesses the opportunity to outshine global competitors.

Here are several types of local businesses who could benefit from optimizing their local SEO, including their online local business listings:

• Boutiques and specialty shops. Niche shops like thrift stores, indie bookstores, and mom-and-pop general stores can reap high returns through SEO. Many people want the tactile experience a physical store offers that an online retailer simply can’t, especially when shopping for clothing and other apparel. Other consumers, such as “shop local” advocates, want to support their community by purchasing from local makers.
• Local service companies. Plumbers, electricians, interior designers, mechanics, house cleaners, computer repair technicians, landscapers, and lawn care providers – the list could go on and on. Locals turn to their devices in their hour of need to find the highest-rated, reliable providers in their area. It won’t matter that you’re the best if you’re not optimizing for local SEO.
• Bars and restaurants. Restaurants and bars are missing a huge opportunity to drive business through their doors when they aren’t optimizing their online local listing. Google, for example, will pull information directly from your Google My Business listing. If you’re listing isn’t up to date with the most accurate information, including your physical address and phone number with local area code, your restaurant isn’t going to show up for this query, period.
• Hotels. Tourists want to find a hub they can temporarily call home. Updating your local listing and optimizing your landing page and content for relevant keywords will help your hotel, bed, and breakfast, seaside inn, or youth hostel attract all the weary travelers.

4. Software as a Service (SaaS) Companies

Many SaaS companies depend on paid advertising, such as PPC ads, as their primary source of traffic. Instead, they really ought to be investing in a content-driven strategy that promotes organic traffic to their site. Creating valuable, shareable, keyword-rich content can help earn SaaS companies crucial backlinks and higher organic SERP rankings that will greatly reduce the cost-per-acquisition.

A content-focused SEO strategy will involve some heavy lifting to determine your audience persona and how they experience their search journey. Knowing these, you can cater your content to specific consumer intent, ensuring you’re there at every point of the discovery process.

Industries That Don’t Have High ROI on SEO Investments

Should all industries invest heavily in SEO? Not so much. There are two categories of businesses that should probably focus on other areas of their digital marketing strategies:

• Companies with low-profit margins. Businesses such as grocery stores, airlines, low-end retailers, and car dealers aren’t likely to reap the same benefits as high-margin ones. SEO often requires a long-term, ongoing investment to see significant upticks in search traffic, making the cost outstrip the benefits for many low-margin companies.
• Companies in highly competitive, saturated industries. National companies with bottomless marketing budgets can afford to throw money at whatever they choose. Local businesses in crowded marketplaces, on the other hand, probably lack the resources to yell over the noise. A great example of such a business is insurance. Unless you offer a highly specialized form of insurance, such as body part insurance for models, your company isn’t likely to see high returns from SEO.

Should You Seek the Services of an SEO Specialist?

These are just some rough categories to consider when feeling out your online digital marketing needs. One thing we do know for certain is that you want to avoid companies that offer a one-size-fits-all package; instead, opt for companies that offer SEO tactics in the right proportions for your business.

If you’re looking to supercharge your internet marketing strategies, call our Los Angeles and Ventura office for a free consultation at (877) 736-1112 or reach out online.

We help small to medium-sized businesses increase their online exposure through a range of affordable services, including user-friendly web design and organic search optimization.

We’re not just a bunch of self-proclaimed SEO experts. We have a proven track record – see for yourselves.

How to Manage Crawl Budget and Boost Your Presence in Search

This entry was posted in Advertising, Local, Marketing, SEO on by .

A lot of business owners think that having a crawl budget is beyond their means. Rather, it’s much more common for anyone with an online shop to simply think that there isn’t one at all. However, if your business is expanding, that means your site is also growing. You’ll be adding more products, so your inventory grows. That means more product pages and more pages to manage. You’ll need to start thinking about setting aside that budget, then, sooner rather than later.

What is a crawl budget?

 

This refers to the resources that Google puts into crawling your pages. A crawl budget, some say, is about equal to the number of pages that are crawled every day. But that’s not really what happens. Some pages drain Google’s resources much more than others. That’s why the number of crawled pages isn’t the same every day. However, the budget remains constant. Google generally takes in four things when it allocates its crawl budget: the popularity of the site, how many pages you have, the update rate, and how well your site handles crawling.

 

Why does the budget matter?

 

The budget affects how quickly your pages show up on the SERPs. When there’s a mismatch, though, between the crawl budget and the update rate of your site, though, that's a problem. It could lead to delays between the moment you make or update a page and the moment it pops up in the SERPs. Another likely problem is when Google doesn’t allocate enough crawl budget to your site. That means it doesn’t see your site as important. In that case, what you can do is improve the quality of your content. To pull that off, get help from an organic SEO company. With a team of experts to help you, you should be publishing better content in no time. That will help you ranking score.

 

Should you worry about the crawl budget?

 

Not always. It only becomes a problem when you run a large or medium-size website. And also, if your update rate is more than once a day or once a week. If that’s the case, you might need to start worrying about the crawl budget for your site. After all, it could be the culprit behind the delay in your permanent index. In addition, it could also be an issue if you are launching a new site or redesigning an old one. With so many changes happening all at once, you’ll likely end up with a crawling lag. However, this issue usually fixes itself sooner or later.

 

How do you make the most out of the budget?

 

You’ll need to fix your pages. This is where pros come in. Let them look over everything and pinpoint the problems with your site. They’ll start from your sitemap, SEO plugins, and more. They’ll know what to fix and replace, to prevent the crawling delay. With digital marketing experts to help you, you can also maintain your pages with no crawling lags in the future.

Shopify SEO – How to Optimize Your Shopify Site for Google

This entry was posted in Advertising, Local, Marketing, SEO on by .

The success of e-commerce sites has led to a surge in Shopify sites. If you’ve tried your luck at this, too, then you might be wondering how to improve your site. What can you do to get Google to boost your SERPs ranking? How do you increase the visibility of your brand and business? Pick up expert tips on how to make the most out of your store on Shopify.

Understand the Platform

 

The first thing you need to do is learn as much as you can about Shopify. How does marketing work on this channel? You also need to beef up on your understanding of search engine optimization or SEO. But if you already have your hands full running the business, then you might not have enough time to deal with your site. It would be best to pay for the services of an organic SEO company. With a team of pros to guide you, you’ll know what steps to take.

 

Fix the Structure of the Shop

 

The way you organize your content is crucial to the success of your shop. If the user experience isn’t the best, that could be a contributing factor to why your traffic is poor. The key is to make it easier for your customers to find the products they need. If your store has little to no order, then that’s probably compromising your revenue and profit. Hire a digital marketing team that knows how to fix the structure of your shop. That way, your customers won’t have to end up lost in a labyrinth.

 

Eliminate Frustrating Elements

 

What are you doing to keep your customers at your shop longer? Seasoned digital marketers know how to identify the frustrating issues with your site. For instance, do you have super-slow loading times? That irritates customers to no end and also one of the reasons why people often leave a shop. Also, take a look at your visuals. Are there too many images? Does the site look cluttered? Is the design streamlined or not? You’ll want to work together with pros to get rid of anything that causes your customers undue frustration. With those problems gone, then they’ll stay longer at your site. The longer they stick around, the more chances that they’ll buy your products.

 

Offer Collections

 

Another way to make it easier and faster for customers to find exactly what they’re looking for is to offer Shopify collections. These collections group products together. For instance, you may have sleepwear, sportswear, jeans, skirts, and more. By putting all the similar products together, you cut down on the amount of time it takes for your customers to find them. That makes for a faster and more convenient shopping experience. By offering that kind of shopping experience, customers will be more than happy to shop at your place again.

 

Research Target Keywords

 

Make the most out of your pages by using targeted keywords. Hire digital marketers to help you compile a list of these. That way, you can optimize your pages for search much better.

Core Web Vitals: What They Are & How to Improve Them

This entry was posted in Advertising, Local, Marketing, SEO on by .

The core web vitals refer to factors that Google looks at when checking the overall user experience of a page. There are three you need to know. The first is the largest contentful paint followed by the first input delay and then ending with the cumulative layout shift. You need to make sure these are a huge part of your pages. If you want your ranking to improve on the SERPs, you need to pay attention to all three. These are also referred to as loading, interactivity, and visual stability.

Why do they matter?

 

The Core Web Vitals tell you exactly what sort of page Google will look when it goes over your shop or site. It will affect your resulting page experience score. By knowing these factors, you can tell which areas of your pages need considerable work. You can also use these factors as a basis for why some sites rank high. With the information, you can figure out what pages you’ll need to prioritize when you set out to overhaul or fix your site. If you’re not quite certain how to proceed, it’s best to hire the services of an organic SEO company. Pros will know how to measure your Core Web Vitals. The data they’ll get from those results will be beneficial to your business.

 

How does that data help?

 

With pros to check out the Core Web Vitals of your pages, they can determine which areas are problematic for your site. Which ones are causing you endless problems? They pinpoint parts of your pages that aren’t doing so great. What do they do with all that information, then, you may ask? They use that as a guide to come up with a solution to all your problems. That’s why hiring pros work. When they’ve gotten a good look at what’s happening, then they’ll be ready to roll out plans and changes for your approval.

 

How do you fix your pages?

 

Well, start by hiring the right team. You need pros to go over your pages. If you know next to nothing about managing and maintaining sites, then get experts to help you out. If you don’t, poor user experience could be your downfall. It could even be one of the reasons why your ranking on the SERPs hasn’t improved. Look back on the last time you had upgrades done on your pages. If it’s been so long that you can’t remember, or long enough that your pages might no longer be compliant with the new changes rolled out by Google, it's time to get help.

 

How do you find the right team?

 

Solid research will help. Look for digital marketing companies that offer the services you need. First off, determine the extent of the help you’ll be asking for. What do you need out of the team? Most businesses look for one-time hires. But there’s also the fact that you need to maintain those pages. It’ll work in your favor if you hire a team that you can work with for the long term instead.

shopping cart and computer

Etsy SEO Tips to Help Your Customers Find You

Search Engine Optimization (SEO) is simply the optimization of your content in terms of quality and quantity to maximize your business’s visibility on search engines.

While there are elements of SEO that apply across all platforms and search engines, there are also those that vary considerably depending on the function or origin of that platform. For example, SEO is going to look different on Instagram than on Google results. This is due to the focus that Instagram’s algorithm has on connecting someone with results based on their previous searches and purchases.

Etsy’s SEO is unique in part because its algorithm may look different from other apps like Instagram and Facebook, which are owned and operated by the same conglomerate. While it may not be a social media giant, Etsy is definitely a major player in online sales, reporting 81.90 million active buyers in their 4th Quarter of 2020, which was a 79% increase year-over-year from 41.73 million.

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Image Source: Market Place Pulse

Etsy’s popularity has been steadily increasing since its launch, and with more and more businesses moving online because of the COVID-19 pandemic, we can certainly expect that trend to continue.

If your business hasn’t crafted an Etsy SEO strategy yet, better to start late than never! Etsy has a detailed guide that walks you through the following crucial elements of optimizing your shop and listings:

  • Learning how Etsy search works
  • Finding and using keywords
  • Adding relevant attributes
  • Maximizing conversions
  • Improving customer service
  • Understanding search traffic & analytics
  • Optimizing your shop
  • Perfecting titles and tags

It also tells you explicitly what its ranking factors in search are:

  • Relevancy: When tags, titles, categories, and attributes match a user’s search term, listings have a better likelihood of appearing higher in the search results.
  • Listing quality score: This essentially means how well a listing converts to a sale (the higher your conversation rate, the better). The number of people that view your listing and make a purchase increases that listing’s quality score and position in search results.
  • Recency: When a new listing is created, Etsy temporarily boosts it in the search results to help determine the listing’s quality score.
  • Customer and market experience score: This score is based on customer reviews, the completeness of your shop’s informational sections, as well as negative feedback.
  • Shipping price: Etsy boosts the search position of shops that offer free shipping because shipping price influences a consumer’s decision to buy.
  • Translations and language: Having all of your titles, tags, and listings in the language you selected when you created your Etsy account.
  • Shop location: In the EU, Australia, and Canada, local items are slightly favored in search results.
  • Shoppers’ habits: Etsy customizes its search results for buyers based on their previous searches and purchases.

Now that you have all of this information, what do you do with it and where do you start? We’ve got you covered with some quick tips you can use to work with Etsy’s SEO to help your customers find you:

  • Add Quality Images to Your Listings

According to a survey done by Etsy, shoppers rate the quality of images as the highest influencer in deciding to make a purchase. By appealing to what Etsy values in its ranking system, you can boost your SEO scores and make your shop more appealing at the same time by upgrading your listing photos. 

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  • Choose a Competitive Price 

Etsy shoppers mark the cost of the item as the second-highest influencer on whether or not they buy. It’s worth saying, though, that your product is worth what it’s worth—don’t sell yourself short! Think critically about the cost of your materials, expenses, and labor, and do some research into similar products to decide on a fair but competitive price.

Also, consider building the cost of shipping into the product and using this as a selling point. Research shows that the majority of people prefer not to pay for shipping rather than having their purchase delivered quickly—so factor the cost of shipping into your listing price and write it off as an added convenience in your description.

  • Offer Free Shipping

Not only is the shipping cost one of the major factors customers consider in making a purchase, but it’s also a ranking factor for Etsy’s search results.  Consider offering free shipping, even temporarily or during promotional events or holidays to boost your SEO rankings.

Another option is to create promotions that are incentivized by shipping for free. For example, offering free shipping if a customer buys more than two items or makes a purchase over a certain dollar amount. 

  • Prioritize Reviews

The importance of having an abundance of positive reviews for SEO is nothing new. But how do you actually accomplish this? It’s against Etsy’s user policy to offer free products in exchange for reviews, but sellers often have luck by including surprise gifts, personalized notes, and coupons when they send out an item and ask nicely for feedback. Making a personal connection with your customer base through social media posts and live streams can also make them want to connect with you in return by giving you positive feedback.

Another way you can address this is by responding personally to the reviews you do receive, even the negative ones. Having a negative review with an authentic response that non-defensively addresses and possibly corrects the problem can be more powerful and real to sellers than just having a ton of positive reviews.

  • Refresh Listings

When a new listing is made, Etsy temporarily boosts the listing in its search results to help determine its quality score. Take advantage of this by updating and refreshing your listings. However, keep in mind that this is a very temporary boost, so it might be something worth doing only during peak shopping hours, holidays, and promotions.

This also incentivizes you to keep editing and optimizing your listings to ensure they’re current and up to a high quality.

  • Ensure Relevancy

It’s crucial to ensure that your tags, titles, categories, and attributes utilize relevant and specific keywords. For example, naming your business after the service or product you provide will increase your SEO.

Because SeoTuners has “SEO” in the name, and as the first word, it would have a high relevance score on Etsy. Alternatively, if we called ourselves “Weilert and Durso”, we may not score as well. However, there are situations when naming your shop after yourself can be more advantageous, especially if you think this is how your potential customers will most likely be searching to find you. 

  • Completeness Matters

Etsy awards each shop a customer and market experience score based on customer reviews and the completeness of your shop’s “about” section. Score some easy SEO points by filling out everything fully on your shop’s page.

You also maximize your potential visibility by filling out as many tags, categories, and attributes as you can. You can add as many as 13 tags to each listing, and it’s recommended that you add all of them!

In order to come up with 13 tags that are relevant but varied, consider synonyms, different regional expressions, and long-tail keyword variations. If a keyword is already included in attributes, you don’t need to duplicate it as a tag. You also can skip plurals, misspellings, or multiple languages—Etsy handles all of this automatically, and you can actually be penalized in your search rankings for this.

  • Optimizing with Keywords

As always, an exact phrase match is going to give a higher search ranking than if the search terms are matched individually. This means that if you have used the keyword “SEO targeting” and that’s what your customer searched, it’s going to be more likely that your page will show up for them than if you simply had the words “SEO” and “targeting” separately somewhere within your listings.

Similarly, long-tail keyword matches boost your ranking the most. These are key phrases that contain three or more words strung together, for example, “SEO Ventura County” as opposed to just “SEO”. These are more likely to be strong matches because there’s going to be less competition and the people searching for that long-tail keyword have more specifications in mind, making them more likely to purchase something if you happen to match.

Additionally, the more that keywords show up throughout your page—including titles and tags for listings—the more your relevance score will be increased. However, this doesn’t mean that you should simply duplicate the same keywords as tags on the same listing, which won’t actually have any benefit. Using the same primary keyword for multiple listings also isn’t helpful, because you’ll end up competing against yourself in searches.

Frontloading your keywords also increases your chances of ranking higher. For example, if you know “SEO” is one of your best ranking keywords, you’re going to want to place it towards the beginning of your listing titles. Instead of titling a listing as “Get the Best SEO for Your Business” you might title it “SEO to Grow Your Business”. This applies to your item listings too—try to get those keywords into the listing as early as possible.

  • Finding Creative, Fitting, and Organic Long Tailed Key Words

The more specific and yet organically occurring keywords you can stumble upon, the better optimized you’ll be for SEO. When trying to come up with keywords for your business, try to put yourself in the mind of your target audience and think about what they might be searching for that would lead to your product and likely a purchase.

For example, Etsy users might use search terms related to occasions like “wedding gifts”, “white elephant”, or “first birthday”. Also consider what aesthetic, style, or lifestyle your product might appeal to, such as “minimalist”, “rustic”, or “antique”. You should also think about any problems your product might solve and the words a potential buyer might use to express this need, for example including words like “organizer”, “holder”, or “cover”.

Finally, consider using an SEO tool to research what keywords are most searched for such as Google Keyword Planner. There are also quite a few out there specifically for Etsy, including Marmalead, Keyword Scout, eRank, and Etsy Keyword Tool Dominator. Etsy even has its own analytics you can consult in your store dashboard.

Do you need assistance optimizing your Etsy store and moving up in the search rankings? Get in contact with us today. SeoTuners can offer an affordable solution for your business to increase exposure and SERP rankings with organic SEO strategies like keywords. We’re confident we have a solution for all your marketing needs.