Real Estate

How great link building works – An SEO case study

People are limited. We cannot be all things to all individuals, and sometimes you don’t know what you don’t know. When you don’t have the right insights, your business and website will not run optimally.

One of those ‘below the radar’ insights of useful websites is good link building. Too many businesses just do not understand the importance of strategic link building and suffer for it.
no domain authority = no qualified traffic

A few months ago, Pulse was engaged to assist on an exciting project. The client was one of the top flatmate sharing sites in Australia.
First, some background info. The website has been live for more than 14 years, with a brand that owns an enviable global domain. However, there were several problems that the site was experiencing, including:

  • the site was not optimised for the keywords they hoped to target
  • Google wasn’t indexing internal pages.
  • Location based keywords weren’t working, given the website presented a global domain (.com) not differentiated by country or city

These were not the only problems. In light of all this, it was decided that a new site was to be built from the ground up.

Significant crawl errors

 

Site Crawl errors

 

image source: Google Webmasters tool now called Search console
Using Moz and SEMrush tools for both Desktop and Mobile, it was found that as of August 2015 the current site had 1,253,404 broken links and other important errors. Unfortunately, the nature of this problem is that these just simply can’t be fixed until the new site is live.

Domain authority results: The domain level stats  were not great either, as can be seen in the data below.

Domain Authority Stats

image source: Moz open site explorer

The site itself

Most importantly, however, user experience was not up to date with what users expected in 2015 by way of user experience. While the site was functional and aesthetic, there were some updates of which it could take advantage, particularly noting how linked to modernity online relevance seems to be.
That said the brand was still great. While there was goodwill in the brand and the domain, the priority was to build strong links and do so as soon as possible. However, link building can be a labour of love, and it takes time; in this case, there was no time to waste.


First cab off the rank: keyword discovery

First, we undertook a hunt for the best keywords for the site. By analysing the market and competition, and identifying keyword areas for both people who were looking to find:

  • accommodation, and
  • flatmates

we identified a search market in Australia of 100,000 searches a month within a group of at least 500 keywords.

Google adwords traffic

Image source: Google ad words city break up traffic

 

This find was supported by our first ranking report: out of 203 keywords that were tested; only three ranked within the first results (branded terms only) and only six ranked within the 21+-50 first results.

Keyword ranking
Image Source: Moz Analytics

Competitor links
Next, we analysed our client’s most significant competitors. We realised a major hurdle in reaching the level of links to match, as the competition had significant links directed to them both in number and reputation. The directing links included highly reputable websites which gave editorial mentions and links up to scale.
linking_domains

image source: Moz open site explorer

So, what was our strategy?

There are several link building techniques that we could have employed – however; that is not the point of this article (although if it is something in which you are interested, you could read this post [link to post]).

Instead of a full sojourn considering all available techniques, let’s consider those that were used.

Blog commenting

Blog commenting can be a stellar technique – when done right. Superficially it appears easy, but this is not always the case. The trick is to find interesting conversations where you can do more than dip your toes; you need to make a worthwhile contribution and make it in the right place.

In this case, we found a great site from the United States which offered services similar to our client and found a conversation in its chat forum. Some participants were looking for a similar website in Australia. This was obviously our opportunity: we participated in the discussion, we offered our solution and promoted our client’s site, and mentioned the link to our client’s site.

Now, this particular US site has a huge domain authority of 95/100 which made any backlink precious. However, most importantly, our client since received 259 sessions from the link which makes the exercise more valuable than just than a typical SEO tactic; real traffic has been delivered on a constant basis.

google_analytics_sessions

Image Source: Google Analytics

Educational based websites .edu domains

Edu website

In addition to the above, we conducted a manual and personal outreach to several hundred very popular .edu sites, and example of which is www.eti.wa.edu.au. The website presents a ‘freemium’ model which allows all users to post ads on the site freely; from there these websites were delighted to link back to our client’s website.
As it turns out, www.eti.wa.edu.au presents a staggering Domain Authority (a score reflecting how well a page will a page will rank on search engines) of 52/100. As such, the results were great on the SEO front, but the .edu website itself delivers a lot of traffic back to our client’s website.

PR strategy

Working closely with a public relations consultant, we developed a strategy to ramp up our client’s PR. This involved approaching sites like domain.com.au, which of itself has significant clout, particularly in a market related to our client’s service.

Our aim was simple: get our client’s website and brand face to become the go-to place for all matters of flatmate topics.

Results were again encouraging in so far as Google was concerned, both on the SEO and link generation fronts.

There are of course other techniques that could be followed, including niche directory submission, approaching a government website and affiliate partnerships.

Content amplification strategy

When it came to content generation, we created a blog related to the clients business. We invited users ranging between 18-28 years old to submit regular posts to our client which were then amplified using Facebook promoted posts and content delivery networks like Outbrain.

This earned our client links and shares, but also added fun, conversational touch to the client’s brand.


Campaign results

Since we first started working on the client’s website the traffic has grown from latterly 0 organic searches to up to almost 2000 a month, again with a non-optimized site with more than 1200 broken links.

The number of pages indexed by Google grew from 2 pages to 75 pages delivering traffic, not only in Australia but India and the UK.

Next steps
When the new site goes live (replacing the current site) we envision that all the gained authority produced by the link building will deliver ten times more organic traffic without even creating a single new link.

We anticipate that the ROI will be impressive, and we’ll keep you updated.

 

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content shock

How to get attention in the content shock era

If you are looking for shares and links, research suggests that manner and form of the content seems to matter almost as much as the content itself. There are some forms that, although popular amongst content producers online, do not really appear to get the attention that must have been desired. Meanwhile other formats undoubtedly hold the title for champion format.

funny mad men creative social marketing

Steve Rayson at Moz Blog (moz.com) recently compiled data from a retrospective analysis of one million articles online, including articles for some of the world’s most popular media websites (like Pew Research, and The Economist).

His conclusions are simple: most content is not being shared or linked, ‘listicles’ and videos are king and queen and, most surprisingly of all, long form content may be worth the effort.

The sad majority

Now for the uncomfortable truth: for the most part it seems, online content producers may be wasting their time. Research suggests as much as 50% of content online goes virtually unnoticed.

 

 

Mark Schaefer, author of The Content Code, offers the particularly grim doomsday diagnosis that we may be interacting with “content shock” – the point at which the human capacity to absorb information is capped yet the production of content is exponentially increasing. There is simply too much out there.

If Schaefer is correct, then online content will go much the way of Hollywood: a few viral stars and many more struggling failures. The research compiled by Rayson appears to bear this out. According to Rayson’s research in a selection of 100,000 articles pulled from a database at random, around three quarters had less than 1 external link or referring domain link. This seems consistent with other more independent research conducted in this field. According to the data, looking at the database of one million articles compiled, 50% had less than three Facebook interactions and less than three Twitter shares.

The Hollywood analogy continues when you look at averages. Apparently the distribution of shares, links and interactions is not well focused around the average; the whole picture has many under performers with the occasional viral rockstar. You can imagine the effect that this will have on the average; according to Rayson, there are a few articles that were included in the analysis reaching millions of shares (with one even reaching upwards of 5 million) which can mislead those looking only at the average:

number of article

(Graphic courtesy of Moz Blog, moz.com)

So then… what are you left to do? Chase the dream of a viral article? Accept that most of what you write will not be read, and hope for to strike link/share gold at some point?

It seems part of the answer will lie in taking a sensible approach to format, as well as content.

The relationship of shares and links

It seems obvious that the nature of a share is actually significantly different to the nature of a link. The average punter is obviously more likely to share than link. By the same token, long form content writers such as bloggers, are by their nature likely to link than share. Is there anyone that gets results in both categories?

Apparently – yes. While it may be that for the most part that there is no real or significant connections between shares and links, Rayson suggests that what correlation there is, it is shown for highly shared and highly linked articles more than usually found through major publishers and news sites, particularly the long form opinion and editorial style content. That there appears to be some merit in the long form, opinion-forming content. Similar results are obtained for research backed content.

We will return to this later (which will give the hungry journalists a chance to rejoice).

These types of content aside, for the most part there does not appear to be any significant correlation between links and shares.

One thing to note that isn’t covered by the research from Rayson is the extent to which the fame and clout of the author will impact upon shares and links. For instance, a New Yorker article authored by a popular comedian or famous social commentator may influence the number of shares and links, but that may not be fairly attributable to the format and may distort the averages. This is food for thought.

Content is good but format is great

If you have good material, then think long and hard about how you are going to deliver it. It appears the means by which you share your information is vitally important.

The recent data suggests that the list article or “listicle”, is the most popular format for achieving shares and links. There are other formats that also deserve attention.

Some content types however appear to be misleadingly popular among content producers but not too popular with the content-scrolling public.

 

Five reasons why lists are here to stay

Just kidding – this ain’t no listicle, fool. But according to the research, if it were more people might be reading it right now.

An article by the Guardian (18 human traits that explain why readers can’t get enough of BuzzFeed, 12 Feb 2014) suggests that there are some significant reasons that lists do so well.

One reason axiomatically stands out: we love lists. According to psychologist Tomas Chamorro-Premuzic, “they produce a fake sense of logic and rationality, as if they presented a formulaic argument or tautology”.

There are two other audience oriented factors to which Tomas draws attention: first, we are bored – and a list gives you the dopamine hit akin the feeling of Facebook notifications or the vibration of a text message in your pocket. Secondly, as pointed out by the Guardian, while we are bored we are also busy and time poor. Whether or not this is supported by the data is not certain, but it certainly has the ring of truth.

Exactly how many points should be in a list? It seems to be idiosyncratic to the topic of the list itself, and depends on how long you want to spend writing it.

As noted by Holly Hartzenberg of toyourheartscontent.co.uk,

“… according to some alarmingly in depth research … the most repeated Buzzfeed listicle lengths are 10, 15, 21, and 25.  There’s also some industry hocus-pocus which suggest odd numbers do better”.

 However long the perfect list, it appears they are here to stay. As against the other formats, lists had the highest average total shares (over 10k per article), closely followed by videos, after which the numbers show all other content types falling far behind.

Video (almost) killed the listicle star

Videos also do particularly well. While Rayson records average total shares per list reviewed as being 10,734, the same figure for videos was 8,572 (with the minor note that it appears there were slightly different sample sizes for each).

The popularity of videos appears to be a trend that is not going unnoticed, particularly by niche entertainment markets. For instance, the talk show circuit of the United States, most dominated by The Tonight Show and The Late Show under the stewardships of Jimmy Fallon and Stephen Colbert respectively, have taken to ensuring that televised segments are able to be, and are, shared in the Facebook / Twitter sphere. The Tonight Show has nearly 10 million subscribers to its youtube channel, and with the ease of transferring across platforms, this translates into a lot of Facebook and twitter shares.

Within the world of videos it would also appear there are strange content oriented trends. Research conducted by Reel SEO suggests that Facebook video shares are more likely to be concerned with food and news. As Mark Robertson of Reel SEO suggests,

“News and current affairs content always does well on Facebook, as users turn to social media to get the latest updates on breaking events. At #6 and#7 in the rankings for the most watched video creators on Facebook, we have two news sites, all generating views in the millions for their current affairs content”.

Wooden spoons

Now for some of the poorer performers.

The data suggests that you shouldn’t really bother with quiz posts, or why or how to posts, although there do appear to be times and places in which they are worthwhile. One matter to note is that why posts do appear to obtain relatively high domain link posts, although not so significant as to make these stand out above videos and lists generally.

By far the poorest performer would appear to be the infographic. If you don’t know what these are (courtesy of blog.visual.ly)

most popular infographic

Go long, against your intuition

A surprising outcome of the research in this area suggests that were are divided in our approach to content absorption. First, we love lists, for their bite size, dopamine-releasing info-gasms while at the same time we enjoy the long form content that seems more akin to newspaper content than what one would expect from the online world.

The results of Rayson’s research suggests that as the word length of content increases, so to does linking and sharing. Rayson produces the following table summarising the results in this area:

total_shares

(courtesty of Moz Blog, moz.com)

The full report of Rayson’s research suggests that the best performing content comes from ‘comprehensive and evergreen’ sources of content, such as serious publishers and news sites. This fact may stand behind some of the explanation of the shares and links.

This is good news, in a way, for the traditional media. Sites and organisations that have a significant amount of long form content that can cheer at this point. Consider the fact that news sites and publishers are in the trade of long form content – that is what they do best.

While bloggers are also in this trade, media sites have more clout and popularity coming into the game. They also have more human power to churn out content – to stay “evergreen”. This gives them a distinct advantage over the smaller content producers in the social space. That is not to say that there is no room for the little guy – only that the big guy has a head start.

Even if you are not a heavy hitter in the media world, you can still learn a lesson or two from the above details. Most importantly, resist the impulse to post frequently at the expense of research rich and word lengthy writing. This, it would seem, is what people actually want to share and link.

Rayson points to the stat that 85% of articles that were reviewed in his research were at a word count of 1,000 words or less. Writing less than 1,000 words seems to be the wrong way to go about doing things.

Data compiled elsewhere would appear to support this hypothesis. In research conducted by Serp IQ, the top rated content posts produced in response search queries were typically long form as compared to their short form counterparts. This may provide a causationary feedback effect wherein more shares and links will lead to a higher search ranking, and a higher search ranking will lead to more shares and links, although this hasn’t been addressed by the above researchers specifically.

average content shares

(courtesy of serpIQ.com, Kevin Espiritu)

Data compiled and analysed by Quicksprout also supports this proposition, suggesting that research on search behaviour shows that year on year we have been searching longer and longer phrases, but also searching more compound phrases. The relationship with content is, that as content expands so too does its propensity to include longer word phrases which form the subject of searches. The more long form content you have the higher your SEO.

At what time of the day

 According to Gina Hwang at addthis.com, the best time of the day to publish content to social media depends on the platform.

times_days_social

times_day_socials_2

(courtesy of addthis.com)

 While Hwang suggests that Facebook posts do better on Tuesday and Wednesday evenings around the world, data compiled by Niel Patel at Quicksprout.com suggests that peak engagement actually occurs on Thursday and Friday as people enter the weekend with more positive and happy content being shared and engaged with on Friday specifically.

According to Patel, to get the most shares on Facebook the best time of the day to post is 1pm in the target time-zone, right when people are on lunch from work. However, for Twitter it is suggested that the best time to tweet is 5 pm, when people are leaving the office.

Another tip from James Parsons at Inc. is to post your content several time to the social media platforms. This is one that will require some sensitivity and understanding of the policies of each of the sites, as each has different rules on when and how often you can post the same content.

Facebook is more restrictive than Twitter, with the latter allowing re-tweets of the same content in the same day.

Conclusion

So most importantly pay attention to the format, and if you can go lengthy and researched on content – not short. It turns out that once you have someone’s attention they are willing to give you their friends. When you are researched, you are more likely to be linked. It all sounds like a meritocracy all things considered.

But if you can throw some videos in there for good measure, that may be a good idea too. Oh, and some lists, such as “10 best ways to conclude a lengthy editorial”.

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Content marketing

Is your content marketing up to your business goals?

In the current-day social media age, every business is a publisher and all they need is a continuous flow of great content.It comes easily to say than doing! If you are constantly striving for creating the content that will have a lasting impact on your audience over social media and distinguish you from the crowd, that’s great! You’re heading towards a right direction. But prior all this, you should realise the significance of building your content marketing strategy.

 

Content marketing

A well-designed content marketing strategy often serves as a guiding light for all the future events such as planning, creation, promotion and evaluation of content. It might look like more work beforehand to take out time for creating a solid strategy, but your workload will be reduced in the long-term scenario and the quality of your content will also enhance with the time.

If you are thinking about the best time to think about your objectives and develop a fail-proof content marketing strategy that can lift your social media efforts to a level higher, don’t waste more time thinking – it is now. Yes, now is the best time to get started! This write-up will serve as a helpful walkthrough for guiding you through every step of the process.

Strategise the content marketing goals and align them with business goals
Your goals should be SMART. Don’t get confuse with the general reference to this word. SMART here implies towards a strategy which is Specific, Measurable, Attainable, Relevant and Time-based. You should be committed to creating the content that can contribute to your marketing efforts.

Whenever you plan a piece of content, what criteria you follow for estimating the worth of creating that and whether it should be propagated? Well, the best way is to have clarity about accomplishments you want to make with that piece. Listing out some common objectives that you can meet with content marketing:

• Create brand awareness in key verticals
• Redirect referral traffic to your website
• Increase the number of signups
• Compel visitors to get on lead-generation landing page

Observe how any of the mentioned content marketing goals are not getting counted in likes, favourites or retweets – commonly referred as vanity metrics. The measurement of social media goals will help to align back towards the business goals driven by content marketing goals. And this alignment force will make you consider the business metrics such as traffic, leads and conversions, allowing you to focus on the job of other teams as well. This way, you will realise the value of content marketing in the broader sense.

Another thing that you need to consider while setting up your content marketing goals is – How will you measure the goal? Make sure you have certain measuring metrics in your mind that can help you determine the progress you have made. If you are unable to measure your goal, you should probably reconsider the entire cycle of marketing. Having specific goals will help you figure out the most effective ways to achieve them. It will also inspire the team of content creators to come up with the brimming ideas to shine in the long-term.

Identify the audience you are going to target through your content

A major share of the success of any content marketing strategy depends on the factor – whether you know your audience and their expectations? On the basis of goals that you have set, you will be required to put together the profile of audience or the personas of specific buyers for getting guidance about the ideation and creation of the content to move forward.

Make every effort to accumulate maximum detail about the audience you are going to target. You can make use of social listening tools for honing their interests and characteristics more effectively. This will also ensure the resonating power of your content. Make sure you have answers to three most important questions listed down:

• What type of content they generally share including the format, source, tone and length?
• Where your target audience spends most of their time (the online platforms i.e. blogs, social networking or forums)?
• What is the best way to reach your target audience (through advertising, organic searches, social media etc)?

To put simple- if you are focussing on lead generation and sales through your content marketing strategy, you should create content keeping buyer’s perspective in mind. Similarly, if you are preparing a tutorial, the tone, length and format of content may vary from the content pitching for the sales. Remember, your audience can be anyone – a student, a business owner or any other professional- so you should try reaching them through the words with which they can relate more easily. It’s a simple rule – Create Content Focussing Readers.

Determine the sort of content most suitable for your business

Now that you have set up your goals and identified the target audience, you should be able to create the content that can help you attain both. There are several examples to understand this aspect with much more clarity. Let’s have a look on few of them:

1) If you want to create and increase the brand awareness in the key verticals, you need to create content that can make a broader appeal like Videos tutorials, case studies or success stories, practitioner blog content and culture-hiking social media content etc.

2) If you want to redirect referral traffic to your website, you should create content that can make it easy for people to identify your industry or business such as Email newsletters, Guest posts, targeted ads of social media and SEO optimised blogs.

3) If your objective is to Increase the number of signups, you content should highlight the advantages a visitor can reap with your products and offerings along with a clear call to action that can convince people to sign up. For making mass appeal, you should approach with content pieces like product demos, social media campaigns and advertisements, video tutorials etc

4) If you want to compel visitors to get on lead-generation landing page, you need to raise your voice with a content that is comprehensive and helpful in nature to help people with decision making. You can also offer referral incentives for more attention. The content types useful here will be – white papers, toolkits, guides, contests, live product demo and webinars.

Work on the execution plan of the content

As you know what type of content you need to create, next step is towards the process for creating the same. You should have a step-by-step map focusing on How to convert ideas into a finished product. With a proper content execution plan, you can add stability to entire marketing strategy and ensure that keep a track of every content piece.

An ideal content execution plan includes – a schedule, a great idea, a brief of the project and a content chain of command.

• A schedule helps you towards an organised way of handling goals achievement as you will know when to do what. You can prepare what piece of content should be released at which day of the week. To sum up, you should decide on the frequency of releasing relevant content pieces. This consistency will help to build trust among visitors and they will know when they can expect the next update about your offerings.

• A great idea can open up doors to success. So, there should be a specific team responsible for coming up with great content ideas but this doesn’t mean that you restrict other people from giving any idea. You should be open to ideas coming from different people regardless of their designation as you know never know from where you can get a winning idea.

• The brief of the project or the idea also contributes especially when more than one person is involved. A brief highlights the central idea, the goals that can be accomplished through it, target audience, deadlines and the specific role that each person involved in the project will have. A nicely framed brief helps to avoid too many of questions and disagreements between the content creators and project leads. Make sure you are working on a brief template before passing it on to the team.

• The final creation also involved numerous things to consider starting from the basic writing process for which you will need writers. Once the copy is written, you can send it over to the copy editors to make sure it is error-free. Further, you can pass it on the designing team or the videographers.

Created content should be promoted well

Once your content creation task is finished, the task of promotion comes into play. As not every content piece is equal, you should be prepared well-in-advance about how to promote your content for a wider reach and a great influence. The content promotion methods ensure that all the efforts that you have made for creating exceptional content don’t go vain.

With the content promotion process, your team will be able to decide – how to promote a particular piece of content? This includes considering the right source to promote it, the duration, number of times it can be used and the budget required for the same. There are several modes of content promotion including Owned social media, Earned social media, Paid social media, Email marketing, Search/display ads, Influencer marketing, SEO optimisation etc.

Experimenting with different methods will help you determine the best one for your content and target audience. And when it comes to content, nothing works best than testing.

Measuring and refining the content marketing strategy should be continuous

From ideation to promotion, you have included everything in your content marketing. What left? Well, the evaluation is still left. You should be able to measure the success of your content marketing strategy through a measurement process right in place.

You can use numerous measuring tools available so as to figure out the flaws and fix them within a minimal span of time and refining your strategy accordingly.

Why You Should Care About Facebook Relevance Score

It can be difficult to know if you are serving ads to the right prospects with the best creative in order to get the best results when promoting your business on Facebook.

You can measure clicks and conversions to gain a better understanding, but these statistics rely heavily on the design of your ad and can provide you with false positives. For example, you may be targeting the right prospects but if your ad is poorly designed, it won’t be receiving many conversions.

Luckily, Facebook recently introduced relevance score, a new metric that clears up the confusion.

What is relevance score?
In a nutshell, relevance score determines how appropriate your advert is to your audience. Scores are based solely on the level of engagement an ad receives from your targeted audience. Relevance score does not take into account your ad objective, bid, copy, imagery or anything else.

This mini infographic shows how the same ad copy can receive 3 different scores:

facebook_infographicSource: Facebook

Facebook strives to provide their users the best possible experience. One way they achieve this is to serve them appropriate ads. Ads with greater relevance scores are served more frequently receiving a much greater reach. If your ads often get hit with low relevance scores, they will receive less clicks and you’ll pay more for them.

The greater your relevance score the better your campaigns will perform. To improve your ads’ relevance score, follow these 4 tips.

1. Laser target your audience
One of the main reasons everyone from Fortune 500 companies to local businesses use Facebook is its simplicity. Ads can be created on the fly and setup in less than a few minutes.

A drawback to this simplicity is rushing ad creation and not spending enough time researching your audience adequately. The more accurately you target, the greater your ads’ relevance score.

You should think about creating your own custom audience to retarget prospects, or at the very least use Facebook Audience Insights to gain a deeper understanding of your ideal prospect and their interests.

The more data you have on your audience, the better you can tailor your ad message and filtering options. Which leads us perfectly to our next tip.

2. Have a clear message
Complication and confusion are two roads to low relevance scores. Your message ultimately decides whether a prospect engages with your ad or carries on scrolling down their newsfeed. An ad message must be concise and urge the prospect to engage.

Villas.com achieved this magnificently by asking users to share user generated content for a chance to win €10,000:

 

image_1

We’re not suggesting you lure prospects to engage with your ads by offering huge sums of money, but to simplify your message so as to reduce any confusion. In this example, prospects must upload a picture to win a prize. The message is plain and simple.

3. Cycle your ads
Humans get bored of everything, especially adverts they’ve seen numerous times. Know in the industry as ad fatigue, studies reveal that ad engagement drops over time:

 

CTR
Source: Retargeter

One way to combat this is to create two or more adverts with the same message to ensure campaigns last longer and relevance scores of each individual ad remains high. As soon as your scores start falling, it may be time to drop that ad and replace it with a new version of creative and copy.

4. Make use of call-to-actions
All paid ads on Facebook allow you to place a call-to-action at the footer of each ad. Call-to-actions increase engagement as they provide the prospect with a focal point for interaction. Depending on your ad objective, you can add the follow call-to-actions to your ad:

● Shop Now
● Book Now
● Learn More
● Sign Up
● Download
● Watch More
● Contact Us

Philanthropy University are using the Sign Up button to get prospects to sign up to their website:

 

philantrophy

 

If you were to place a heatmap over their ad, the only place to receive any engagement would be their call-to-action. Don’t underestimate the power of call-to-actions, users scroll down their newsfeed without thinking twice, a simple call-to-action offers them a reason to stop and click.

Summary
AdEspresso found that higher relevance scores reduce the cost per click and dramatically increase click-through rate of ads:

adexpresso

Source: AdEspresso

If you’re struggling with advertising on Facebook or fail to create campaigns that show a positive ROI, it’s probably because your ads aren’t relevant to your audience.

Use these 4 tips to reduce costs and increase clicks the next time you decide to run an advert on Facebook.

furniture rental

PPC case study: Furniture rental industry

City/Region: Detroit, US.

Type of campaign: Google search

Task:
We were contacted by a Furniture rental company based in Detroit, US back in May 15 to take over their search campaign as the results were in their words ‘’very porr’’.

Challenge:
The challenge was to improve the campaign’s performance without increasing the ad spent.

Solution:

1-We worked on optimizing each landing page, creating more targeted ad campaigns (matching ads with each landing page content) and therefore matching the ads promise with the client’s expectations.

2- adding the right negative keywords to avoid spending in non profitable keywords.

3- Bidding aggressively on the keywords that where part of the consideration-buying customer journey.

The results before and after

  1. Clicks: Before 99 After 188
  2. CTR: Before 2.5% After 3.9%
  3. Conversions: Before 5 After 14
  4. Conversion Rate: Before 5.1% After 7.4%
  5. Cost per conversion: Before $ 76.70 After $28.06
  6. Average Position: Before 2.3 After 2.9
  7. Average CPC: Before $2.09 After $ 3.87

Website stats May 2015
furniture_before

Website stats September 2015

furniture_after

 

How we increased Coffee Pods sales with SEO and Adwords

Recently, we worked with an innovative company working in a new emerging market – coffee pods in e-commerce.

Coffee pods are quickly gaining favour over traditional instant and ground coffee due to the convenience and time. Our client is competing in a very tight market, against the market leaders and owners of a popular brand name in coffee capsules. With high competition in one of the fastest growing markets within the e-commerce arena, search engine optimisation becomes a valuable tool to increase yield from investments in online marketing and distribution. Only three pods were being sold every day, despite an outlay of $100 in advertising day-to-day. The client’s website received 40 visits a month, 30 of which were searching specifically for the brand or entering their URL directly. Our goal was to increase the sales of coffee pods by 50% by the end of the second month while improving referral rates and external marketing.

We performed a thorough investigation of the market, analysed the main competitors and developed a set of keyword ideas as well as a global Search Engine Optimisation plan, taking into account both on and off page activities. On page involved the site’s usability and SEO, ensuring the best possible path to conversion for our client. Our initial examination uncovered some fundamental problems with site load times, bad links, duplicated content and overuse of targeted keywords. We ensured all meta tags and alt tags were formatted correctly, created channels for fresh content and analysed the cross-platform experience. From this jumping point, we were able to work on the site’s underlying structure and ensure that our client was meeting all the requirements for good SEO.

Outside of the direct website we went about building industry and niche citations, promoting in aggregators and local newspapers and directories. A set of videos were created to highlight the brand, uploaded to YouTube and shared as part of a social media campaign. We worked with review sites to gain favourable appraisals from independent sources and consulted with real users in some niche forums to introduce and explain the product to potential customers. By creating articles related to the products and publishing on third party blogs we were able to drive external referral, and these were complemented by a set of engaging press releases informing customers about the company and their products.

A primary goal of any SEO campaign is an increase all-important site metrics. Metrics such as domain authority, how well a given domain is likely to rank in Google’s search results, give an indication of a successful campaign. We were hoping for an increase in the metrics provided by moz.com: MozTrust, which pertains to the “distance” of separation between a page and the source of the link and MozRank, which relates to the web page’s importance, and the popularity of links to the page. A marked improvement in backlinks from external websites as well domain-level ranking normally leads advance in these crucial statistics.

 The overall campaign was a resounding success for our client. After a month and a half, we began to see an increase across all the relevant metrics outlined above. The website has already seen an improvement of 123% in organic traffic coming to the site and is ranking more than 20 keywords within the first two pages. The result for our customer is more hits, better ranking, and most importantly an increase in sales of 100%, with a jump to 6 sales a day versus the initial three sold when we started.

  CoffeeTrafficOrganicSearch

Search overview graph – Source MOZ analytics

Keyword Ranking Coffee

Keyword rankings graph – Source MOZ analytics

DomainMozRanking

Domain Authority chart – Source MOZ analytics

LinkingCblockgraph

Linking C-Blocks graph – Source MOZ analytics

DomainMozRanking

Domain MozRank graph – Source MOZ analytics

Domain Moztrust graph – Source MOZ analytics

Domain Moztrust graph – Source MOZ analytics

MonthlySales

Products sales – Source Woocommerce

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