How to Increase eCommerce Conversion with SEO

How to Increase eCommerce Conversion with SEO

To increase sales conversions, the process of eCommerce SEO involves optimizing product descriptions, metadata, webpage content, and navigational structure for a better user experience. 

The growth of the eCommerce market is unstoppable, with statistics from Digital Commerce stating that online sales now account for 21% of total retail sales, a huge increase from 16% in 2019. 

Boosting Conversion Rate Optimization with SEO

Conversion rate optimization is vital because it enables businesses to lower their customer acquisition costs by increasing the value of existing visitors and users. 

Improve mobile compatibility

For shoppers to make a purchase, improving the user experience for mobile phones in addition to your desktop website is crucial. This involves aspects like touchscreen readiness, using legible fonts, mobile page speed, and more. Google highlights mobile-friendly pages, so designing a site that fits perfectly on a variety of screen sizes improves visibility. 

Increase website speed

To determine your page loading speed, you can use Google PageSpeed Insights and enter your eCommerce URL. This tool will give you a score along with a series of recommendations you can use to shave seconds off your loading time. The mobile speed test tool from Google can also check your loading speed for mobile phones. 

Simplify website navigation

For an optimal browsing experience, your buyers should be able to move around your site with ease through responsive menus. Conducting an SEO audit can identify any broken links and roadblocks that can cause frustration for potential customers. Addressing these issues can lead to an improvement in SEO and your online store’s conversion rate. 

Create high-quality content

The text on your website matters more than you may think. If your eCommerce store has a blog, it should contain informative and relevant posts related to your specific industry. This will encourage users to spend longer on your website and guide them towards making that purchase. It can also reduce the bounce rate, improving your site’s SEO. 

Use optimized keywords and descriptions

Not all the text on your website is visible to potential customers. However, these description tags (e.g. title tags, meta descriptions, alt text) help search engines point users towards sites that match their search queries. As a result, using relevant keywords can help your retail store stand out from the competition. Tools like SEMrush and Moz can help you get started. 

Build relevant internal and external links 

Using internal links or inserting links in your content that lead to other pages on your website can help search engines identify related content and index your website more efficiently. In addition, adding relevant external links to reputable websites can help search engines determine the popularity of your web page and increase conversion rates. 

Compared to other tactics like paid advertising, SEO improves organic traffic through improvements to your retail store and related pages. For more information, here’s a detailed guide on improving SEO for eCommerce
To make your online store stand out from your competition, seeking the expertise of top eCommerce SEO services can make it more visible on search engine results pages. See how our team can help you grow with SEO by contacting Bliss Drive today.

How Do I Get a Security Certificate for My Website?

How Do I Get a Security Certificate for My Website?

Reports indicate that cyberattacks occur every 39 seconds. Whether you’re building a global eCommerce brand or a small lead-generating website, security should be a priority. One of the best ways to prevent cyberattacks is to encrypt a secure sockets layer (SSL) certificate and install hypertext transfer protocol secure (HTTPS) on your website.

How to Get an SSL Certificate

If you’re using a website builder like Shopify, Bluehost, Wix, or Weebly, your hosting plan probably has an SSL certificate already. Although, you can also opt for third-party providers like Certificate Authority (CA). This alternative is ideal for coders who build their sites from scratch or developers who want customized, unique plans.

Ready to secure and protect your website? Keep reading to learn more about what a security certificate is, how it protects your site from hackers, why you should invest in one, and how to equip your site with HTTPS.

What is a Security Certificate

A security certificate is an encryption and identification system that protects both site owners and page visitors. Its core functions include:

Encrypting Transferred Data

The main purpose of an SSL certificate is to secure and encrypt data transferred between user servers and websites. Encryption ensures that no information will leak at any point in the transfer.

Confirming Site Identity and Ownership

An SSL certificate guarantees users that the website they’re currently on has been verified and is operated by an actual human being, not a robot. Taking down the barrier of anonymity is a quick way to earn a prospect’s trust.

PCI Compliance

The Payment Card Industry Data Security Standard guidelines require all websites that collect payment details (e.g., contact number, card information) to have an SSL certificate. Transaction details must always be encrypted for privacy and protection.

Top Reasons Why You Need an SSL Certificate

Prevents Data Breaches

The recurring bills and dues of security certificates pale in comparison to the risks of a cyberattack. Studies show that a data breach would set a large public company back by around $116 million. To prevent these types of attacks, make sure all data transfers remain encrypted.

Sets Your Site Apart From the Rest

Many websites still do not have SSL certificates. Reports indicate that 2/3 of all active sites on the internet have expired, inactive, or nonexistent security certificates. Having an HTTPS tag next to your domain ensures site visitors that you’re unlike the sketchy websites they’ve visited before and that the information they provide is 100% secure.

Higher Google SERPs Ranking

Google only places secure, HTTPS-encrypted websites with SSL certificates at the top of their search engine results pages (SERPs). Unsecure websites aren’t likely to rank. Google needs to keep their SERPs clean to maintain the public’s trust in them, after all.

Pro Tip: Want to drive more high-quality traffic to your website? Have our experts at Bliss Drive to optimize your website through unique, compelling, SEO-driven content.

Final Thoughts

Still don’t have an SSL certificate for your website? Consider investing in a security certificate right away. Yes, you might be able to get your website up and running even without HTTPS, but bear in mind that web browsers are required to inform page viewers right from the get-go if a page does not have an active security certificate.

Having an HTTPS tag not only boosts your ranking on Google SERPs, but prospects are also more likely to trust websites that Google tags as secure and certified. Building trust is especially important for shops and lead-collecting sites.

Struggling to get your website up and running? Bliss Drive helps SMBs create high-quality, SEO-driven websites designed to generate traffic and convert prospects. Reach out to the Bliss Drive team today to get started!

The Secret to Writing Eye-Catching Titles

The Secret to Writing Eye-Catching Titles

The advancement of modern technology allows tech-savvy users to acquire almost any piece of information with just a few clicks, granting instant gratification. However, it has also drastically reduced the average human’s attention span from 12 seconds down to a meager 8 seconds.

As a digital marketer, how would you catch the reader’s attention within that short time frame? The answer: by creating a compelling, eye-catching page title. Page titles are HTML elements that represent web pages in the snippet section of a search result. They’re clickable headlines featured along with the meta description and URL link.

Titles differentiate Google search result page (SERP) entries apart from each other, so they’re very crucial to increasing click-through rates (CTR) and improving conversion rate optimization (CRO) statistics—in this case, the desired action is to get readers to click on your page.

How to Write the Best SEO Title Tags 

There’s more to writing SEO title tags than just grammar and semantics. The key to increasing your brand’s CRO through title tags is to adhere to Google’s ever-changing algorithm, use easy-to-understand words, and target the reader’s pain points (e.g., why they are searching for specific topics). 

Here’s a simple guide to writing compelling title tags that guarantee high CTRs.

Tip 1: Make Sure Every Title Tag is Unique

Use unique page titles. Repeating the same title tags on multiple pages will drastically hurt your chances of ranking on Google SERPs. Remember: You’re also competing against your own pages. If you keep reusing the same keyword, Google will think that your site is spammy and only has repetitive content.

Creating unique title tags might be easy for SMBs with small websites. For larger brands that run hundreds or thousands of live web pages, however, manually keeping track of every single title tag is nearly impossible—especially if the pages were made by different writers.

The best approach here is to use a reliable content management system like WordPress. They have an SEO tool that alerts users whenever they reuse specific keywords or page titles. It’s a simple, inexpensive, and time-efficient fix.

Tip 2: Stay Within the 60-Character Limit 

Google only allots a specific number of pixels per search result. If your page title, meta description, and URL link exceed the set amount, Google will have to cut out pieces of your blurb to fit the snippet. To prevent this issue from happening, keep your page title within 50 to 60 characters—including spaces.

Tip 3: Address the User’s Search Intent

As we mentioned earlier, the attention span of the average internet user is very short. That’s why you have to entice and draw them in right away by addressing their pain points and search intent.

Simply put, the user’s search intent is the reason why your reader is researching the specific keywords and topics you’re ranking for. Put yourself in their position and assess what you would want to see. Then, use your findings as a general guide for writing the page title.

For a more data-driven approach, scout the competition. See what page titles your competitors use and assess what pain points they address. As much as possible, you want to create a unique title tag that gives readers the impression that the web page it links out to contains far more informative and useful content.

Tip 4: Insert the Main Keyword

SEO keyword plotting is important when creating any element of your web page, from the blog content down to the meta description. That being said, it’s best to insert the main keyword into the title as well. Choose a short, concise word/phrase so you’ll have enough characters left for anything else you’d want to use in your title tag.

Pro Tip: To find out what keywords are ranking, competitive, and highly searched, use professional keyword generator tools such as the Google Keyword Planner.

Tip 5: Write It In An Active Voice

Always use an active voice because it’s concise, direct to the point, and easy to understand. An active voice is when there’s a subject performing an action, while a passive voice is where actions are being performed by a subject. 

Passive Voice (Wrong): This page should be checked out by readers who are willing to learn more about digital marketing.

Active Voice (Correct): Check out our page to learn more about digital marketing.

Why Title Tags Matter 

Title tags are crucial to conversion rate optimization (CRO). In fact, the first thing your prospects will see are your title tags. Even if you’ve secured a good spot on the Google SERP you’re ranking for, readers might still skip your web page if the page title representing it is not compelling or enticing enough.

Ideally, this 60-character blurb should have enough authority to hint what your web page talks about, address the user’s general search intent, and entice prospects into taking action (e.g., clicking on your link). 

Here’s how title tags affect the way internet users and Google crawlers see your website:

Search Engines Need Them to Gauge Relevancy

Google bots crawl through title tags to determine the relevance of a web page to different topics and search results. That’s why it’s important to use the correct phrases in your titles. If your title tag contains a different set of keywords from the ones primarily used and optimized in your web page, Google won’t be able to categorize your link accordingly.

Readers Need to Know What Makes Your Article Special

There are multiple reasons why you need a unique title tag. Firstly, they set your page apart from other Google SERP results. You have one shot at making a good, solid impression, so don’t waste it with a weak, generic page title. Address the user’s search intent, use strong verbs, and assume an active voice.

Secondly, title tags summarize web pages. Page titles might be only 60 characters long, but you can already tell a lot just by looking at them. Studies even show that 6 out of 10 internet users share links simply after scanning the page title or headline. 

Lastly, title tags are crucial to getting readers to stay. Research suggests that most internet users only read about 20% of a web page before leaving. That means you have to capture the reader’s attention using just your title tag and intro. Eye-catching page titles lead readers to your first paragraph, while a compelling, informative intro encourages them to stay on your page and continue reading.

Unique Title Tags Make Your Page Navigable Among Different Tabs

Web browser navigation becomes more difficult as you open multiple tabs. In some cases, users even forget that they’ve opened a specific page. The only way to tell a tab’s contents is by referring to the placeholder at the top, which is often the page’s designated title tag.

Considering that the average internet user has at least two to four tabs open at a time while browsing, it’s important to have a unique, distinguishing page title to avoid having your page piled on as the user browses.

Frequently Asked Questions

How do titles affect article rankings?

Title tags are a major factor when Google crawlers assess your page’s relevance to specific keywords, topics, and phrases. If the page title contains weak keywords, does not provide a good idea of what the web page talks about, and primarily consists of passive verbs, there’s a very low chance you’ll secure a top spot on the Google SERPs you’re trying to rank for.

What makes a good SEO article title? 

A good SEO page title should:

  • Contain the main keyword optimized in the web page
  • Address the search intent and pain points of the target market
  • Be within 50 to 60 characters long
  • Provide a good idea of what the page it’s linking to talks about
  • Consist of strong, active verbs
  • Have the brand’s website name attached at the end

Additional Resources

Link Sharing Habits of Internet Users

Statistics reveal that 6 out of 10 internet users would readily share blogs and articles without reading the actual page content. Their engagement was solely based on the page title.

The Short Attention Span of a Modern Internet User

A study shows that the attention span of the average human has dropped from 12 seconds to just 8 seconds—shorter than the attention span of a goldfish.

How Much of Your Content is Read

Research shows that internet users only read about 20% of a page’s content before moving onto another site or link.

Creating a compelling page title is crucial to improving CTR and generating high-quality, organic traffic to your site. Remember: no matter how informative, navigable, and converting your web content is, it won’t mean much if you fail to catch the reader’s attention right from the start. Your first goal should be to get readers to click on your page.

Don’t beat around the bush. For maximum results, make sure to pair your page title with a solid intro. Drawing in readers to your page is one thing, but keeping them interested is another. Address the user’s search intent within the first two paragraphs and hint that reading further into the article will address whatever other issues they have on the topic you’re discussing. 

Struggling to get readers to visit your web pages? Bliss Drive is a full-service digital marketing team that helps SMBs drastically improve click-through rates through a combination of high-level SEO techniques. Reach out to the Bliss Drive team to see how we can boost site performance.

Why Businesses Can’t Neglect Meta Descriptions

Meta Descriptions

One of the most common mistakes SMBs commit when creating their website is ignoring meta descriptions. However, having a user-friendly, navigable, and informative website with a low bounce rate (amount of visitors that leave the website) won’t mean much unless you’re generating a decent amount of traffic. 

If you want to maximize your business website, you need to draw in as many prospects to your site as possible. One of the best ways to do that is by creating quality meta descriptions. These are one- to two-sentence blurbs that appear under page titles in Google search engine results pages (SERP). They give readers a general idea of what the linked web page contains.

The Importance of Good Meta Descriptions

Meta description strategies are some of the cheapest yet most effective ways to drive organic traffic to your website and improve click-through rates. These short blurbs represent your web page along with your meta title in the Google SERPs they appear in, and are the first thing your readers see.

Content Optimization With Meta Descriptions

Bear in mind that Google won’t always use the blurbs you provide for the meta description and snippet. In fact, SEO statistics show that Google changes 62.78% of the snippets that appear on their SERPs.

To ensure that your snippet ends up with a suitable meta description—whether Google goes with your blurb or chooses an excerpt from your web page—optimize your content according to your meta description strategies as well.

There are several ways to force Google to use your desired snippet. First, answer the search intent right from the get-go. Let’s say your article is titled “How to Rank on Google.” Rather than creating a long intro hyping up the reader, answer the question right from the get-go in a simple, straightforward manner—ideally, in the first or second paragraph. 

Apart from giving Google bots a suitable blurb to use for the snippet, providing a direct answer early in the article reduces the chances of readers losing interest and moving to another page or website. Thus, reducing bounce rates.

Second, create a short, concise blurb for the meta description that adheres with Google’s guidelines. Common guidelines and rules include keeping the text within 150 to 160 characters and using the keyword you want to rank for no more than two times.

What Happens If You Don’t Put Meta Descriptions 

If you forego creating your own meta descriptions, Google will automatically create one for your pages. No search result will appear on Google SERPs without a snippet.

Now, if Google can automatically generate a meta description for you, why should you bother creating one in the first place? The answer: For better page ranking. There’s no guarantee that the meta description Google generates is SEO keyword-optimized, compelling, or even coherent. If that happens, your chances of ranking will significantly drop.

Although, there are also cases where it’s more cost-efficient to leave the generation of meta descriptions to Google. 

For example, if you have a large website that contains thousands of web pages, creating and maintaining snippets for all of them would be very expensive and inefficient. In these cases, the best approach would be to select pages you want to drive organic traffic to such as the homepage, contact page, landing page, and product store page.

Top Tips for Writing Meta Descriptions

You’ve been successful in organically increasing web traffic through meta descriptions in the past few weeks and are happy with your conversion rate optimization results. You think you have the magic formula now. Then, all of a sudden, your meta descriptions stop performing as well as they used to. What happened?

Google updates its algorithm more than 500 to 600 times annually, so it’s not unusual for SEO tactics to eventually stop producing the same results. That’s why you should never rely on templates. 

Instead, learn the digital marketing strategies behind creating high-quality meta descriptions that both compels readers to click on your page and convinces Google your page deserves a top spot on their SERPs.

Tip #1: Make Sure You Insert the Right Keywords

Keywords are a crucial element to any SEO strategy. The idea here is to use relevant, timely words and phrases that your readers are searching for on Google. Ideally, you’d want to sprinkle SEO keywords throughout your web content, page title, and subheadings.

When plotting what keywords to incorporate in your web page, you can use reliable programs such as the Google Keyword Generator Tool. This tool will show you what the highly searched keywords are, which ones are ranking, and what keywords don’t have competition.

Tip #2: Be Concise and Watch Out for Length 

Technically, meta descriptions can be as long as you want to be. However, Google SERPs only allot a certain number of pixels per search result, so you’d want to keep your description within 150 to 160 characters—including spaces—at most. Otherwise, your description will just be cut off.

Unless you’re copy-pasting a specific excerpt from your page, going above 160 characters is not advisable. The excess parts of the blurb won’t be viewable anywhere since meta descriptions don’t appear on the web page itself. That means you’ll only be wasting your words while simultaneously reducing the chances of Google using your customized meta description.

Tip #3: Include a Call-to-Action

Call-to-action (CTA) phrases are a must, not just for meta descriptions but for every other element of your site as well. Your homepage, contact page, landing page, and even social media ads should have some sort of CTA phrase or button.

These phrases guide readers on what they should do next. For example, if you’re writing a meta description, the snippet should end with something that tells the reader to stop scrolling through Google and click on the web page link right now. Don’t just present a solution, tell your reader to act on it.

Tip #4: Stick to Your Site’s Branding

Do not deviate from your website’s branding and voice. For example, if your website primarily talks about serious topics such as finance, digital marketing, or insurance, you’d want to maintain a professional, formal tone throughout the various elements of your website. 

Meanwhile, those who discuss less serious topics like dating, fitness, or beauty tips can adapt a more casual, laid-back voice.

Tip #5: Observe Proper Grammar

Even if your site has a casual, informal branding, you should never forego grammar. Make sure to write coherent, compelling descriptions that follow basic grammar rules. Poorly constructed sentences and phrases reduce a site’s brand authority making it an unreliable source of information.

Pro Tip: Don’t have the time to write meta descriptions for your website? Work with digital marketing professionals who do SEO services instead. Use the time you save to focus on other more important business-related matters that need your undivided attention.

Frequently Asked Questions

What are meta descriptions? 

A meta description is an HTML element of one to two sentences summarizing a web page’s contents. This appears on SERPs and is positioned right under your meta title, which is the clickable title that redirects users to your site. 

You can write your own meta descriptions or let Google automatically generate one for you. Although, bear in mind that even if you do create your own set of meta descriptions, there’s still a chance that Google will change these. 

How do I write compelling meta descriptions? 

The key to writing compelling meta descriptions is to be as concise and straightforward as possible. Don’t beat around the bush.

Statistics show that the average human attention span is at 8.25 seconds, if you fail to capture your reader’s attention within that time frame, they’ll likely move on to the next search result.

Also, identify the user search intent. Think about why your readers are researching a certain topic, determine their potential pain points, then hint that clicking on your page will answer whatever question they have.

Additional Resources

The Chances of Google Rewriting Meta Descriptions

Do not spend all your resources into writing your own meta descriptions. Yes, they’re an important element to generating web traffic, but there’s also a 62.78% chance that Google will rewrite the snippet. 

With that in mind, it’s crucial to put effort into creating multiple informative, concise answer paragraphs throughout your web page as well. That way, you can still force Google into choosing your preferred descriptions.

Google Algorithm Updates

If you’re planning on managing your website’s SEO, it would be best to familiarize yourself first with the most recent updates with Google’s algorithm.

Overall, the key to writing meta descriptions is to use highly searched keywords, address user search intent, and adapt to Google’s ever-changing algorithm. Don’t just copy-paste random excerpts from your web pages.

Still struggling to create high-quality meta descriptions that generate results? Don’t worry, you’re not alone. Running a business is hard work and requires most people to dedicate the majority of their day to regular operations and team management. It’s understandable why meta description writing isn’t something you can prioritize learning. 

So opt to hire the content marketing professionals at Bliss Drive instead! Leave the tedious, time-consuming SEO tactics to us and just focus on making the most of the high-quality, organic traffic we bring in for you.

Are you having a hard time generating web traffic and reducing bounce rates? Bliss Drive is an SEO marketing agency that helps SMBs create compelling, informative, and prospect-converting web pages. Reach out to the Bliss Drive team to see what we can do for you!

The Power of Starting Small: Crafting a Solid Local SEO Strategy

The Power of Starting Small: Crafting a Solid Local SEO Strategy

For smaller businesses, focusing on creating a comprehensive local SEO strategy is crucial when it comes to marketing your goods and services to local consumers. SEO is a long game, and most professionals will advise you to wait at least a few months before results actually appear. This is why local SEO strategies are so crucial in making sure you’re a big fish in a small pond and not the other way around. 

With Google research studies demonstrating that four out of five consumers prefer search ads to be tailored to their city, zip code, or immediate surroundings, optimizing your website for local SEO will generate more neighborhood-specific website traffic and lead to an increase in conversions. It will help your brand compete against larger companies that optimize for broader keywords. 

What is Local SEO?

Local SEO involves improving the visibility of local businesses online when it comes to search engines. By following certain strategies, those with brick-and-mortar locations can target customers in their vicinity.

Because search engines rely on items like social media pages, links, and local content to gather information, companies that optimize their pages for this data can boost traffic from nearby customers. Through relevant keywords, search engines show users the most relevant local products and services to potential clients. 

Benefits of Local SEO

For many businesses that have a physical location, investing in a local SEO strategy is extremely value-adding to your business. Compared to other digital marketing strategies, it is also relatively affordable and provides long-lasting results. 

Greater online visibility 

Local SEO enables your business to be visible online so that it can be found by the right people. 

By finding relevant and timely search results, potential customers are more likely to contact your store, visit your physical location, or do business with you. This translates to greater sales numbers and relevance over your competitors. 

Build connections with nearby businesses

A local SEO strategy will also help your business build a local network and gain the support of other companies in your neighborhood. 

For instance, you can cross-promote your products on each other’s social media accounts, get referrals from a larger customer base, and gain popularity from each other’s blog posts. The end result is more clients and better business relationships. 

Gain potential repeat customers

Local SEO strategies can help you capture shoppers who are traveling to your neighborhood from far away places in addition to locals that live in the area. 

If they’re interested in your goods and services, they’re more likely to build a long-term business relationship with your brand and spread the word. 

Save on advertising costs

For customers who are looking for shops, restaurants, and services in their area, ranking high due to local SEO will increase the likelihood of them doing business with you. 

This saves you from any additional costs that you may have spent on other forms of advertising, such as newspaper ads, social media ads, or local billboards. 

Top Local SEO Strategies

Now that we’ve explored the potential benefits of local SEO for your business, here are some strategies you should consider employing to boost your local presence online and achieve greater visibility on search engines. 

Make a Google My Business account

One of the best ways to rank higher on Google Maps and show up on local Google searches is to update your business profile on google. You’ll need to create a free Google My Business Account, which enables customers to easily call, message, or ask any questions about your business and the services you provide. 

There are plenty of customization options to get you started, and you can even keep track of website clicks, calls, and bookings for added convenience. It functions like an online business listing that provides all the key business information a potential customer is looking for. 

Create locally relevant content 

Another great way to improve your local visibility is to create content that is relevant to your target market. By speaking directly to a customer’s wants and needs, you’ll have their attention and potentially their business as well. 

This involves writing blog posts that center around local news topics, events, and activities, featuring photos and videos about local causes and any partnerships you have, and creating location-specific pages on your website if you have multiple branches. 

Use local keywords in blog posts 

To help you make the most of your blog posts, it pays off to use local keywords that are the most relevant for your customer base. To help you find these, using Google’s Keyword Planner tool can filter keyword searches based on a geographic location.

This should give you a good starting point to find targeted keywords that you can then incorporate in your website, including blog posts, social media content, metadata, and URLs. 

Create a Location and About Us page

An About Us page should be informative for customers in your area and give them a succinct yet clear idea of what service your business provides. In addition, you can also include customer testimonials and promotions on your website for better engagement.

A location page should include details like store hours, name, address, and phone number, availability of parking, and Google Maps information. However, if you have multiple locations, creating different content per page is the key to better local engagement. 

Get high-quality backlinks 

An effective local SEO strategy involves getting external links, or backlinks that lead customers to your page. This is a link from another website that leads customers directly to your business page, to do so, you can create informative blog posts that encourage others to link out to your content.

Contacting guest blogs on reputable sites with a high domain authority can also get you the backlinks you need. Other avenues include your personal network, including resellers, vendors, and your local Chamber of Commerce. 

In this day and age, engaging with local influencers with a high social media following can also help you boost your audience base. Hosting a community event and partnering with influencers in your niche is a great way to promote local pride on a blog post.

Take part in your local community 

To get digital PR for your brand, you can make plans to partner up with key organizations in your area. Think outside of the box and see what works for you. This can be partnering with a nonprofit organization, hosting an event with volunteers, sponsoring a competition or online event, or getting interviewed by the local media.

It’s a fantastic way to earn press releases, gain some inbound links, and boost brand awareness. As long as you choose to do something that’s relevant to your industry, you’ll send the right online signals and generate buzz. 

Make use of social media platforms 

Another budget-friendly way to improve your local SEO is to maximize the use of social media networks. Search engines like Google will take into account any information you post on your Instagram account, Facebook profile, Twitter accounts, and even LinkedIn and Youtube channels. 

This can help position you directly in front of your audience base and spread awareness to different target audiences. 

Who Should Consider Using Local SEO? 

While local SEO can be integral for many small businesses with a physical location, there are particular industries that can maximize this host of benefits. 

Restaurants

In particular, restaurants can benefit greatly from taking advantage of local SEO. This is due to their address information and customer reviews being highly prominent in search engine results.

This information is especially useful for customers looking for places to eat in real-time, whether they’re looking for a family-friendly location, date night spot, or searching for a particular cuisine in their neighborhood. The ability to make reservations and look up online menus is also beneficial for online viewers. 

Lawyers & Law Firms

With a Forrester report demonstrating how mobile is influencing $1.4 trillion in offline sales, mobile users searching for legal advice will definitely be impacted by local SEO strategies. 

Often, customers are looking for lawyers in their area who have an intimate knowledge of any state-specific rules and regulations. It’s much more convenient to select an attorney or law firm in the first few pages of the search results and use the call button for a consultation. 

Doctors & Medical Practices

Lastly, local SEO can also be particularly handy for those in need of medical advice or aid. Searching for a doctor nearby or a doctor “near me” provides maximum convenience when it comes to scheduling recurring appointments, as opposed to traveling long distances. 

Doctors and clinics also have the advantage of making use of appointment-setting features, showcasing positive customer testimonials, and providing clear directions to their physical location. 

However, not all businesses will be able to reap maximum benefits from local SEO. This includes retail stores that operate exclusively online.

Despite this, having a clearer understanding of SEO basics can help grow your company’s digital footprint. Because every business’s situation is unique, partnering with a reputable digital marketing agency can give you a customized local SEO strategy that caters to your needs. 
Contact us today at Bliss Drive to take advantage of our local SEO services and ensure sustainable and long-term growth for your brand!

Accessibility Matters: Why Image Optimization Leads to Great Posts

Why Image Optimization Leads to Great Posts

According to a study published in Eye Brain, humans are highly visual creatures. Over the years, our dependence on visual cues has increased due to the advantage of visually guided behavior. Along these lines, using image optimization to supplement blog posts can lead to a better user experience and increased attention spans. 

No matter which platform you use, it’s not enough to just upload any image on your website and hope for the best. Large file sizes, incorrect labeling, and poor quality can impact loading speeds, search engine optimization (SEO), and overall user experience. To help you out, here’s an introduction to the basics of image optimization and why it should matter. 

What is image optimization?

Image optimization involves creating and presenting top-quality images in the most efficient size, format, and resolution that can engage users. In addition, it also involves creating labels that can provide further context to an image. This enables search engines to more accurately label and categorize web pages and show more appropriate results to viewers.

Understanding the basics of optimization can improve SEO and encourage viewers to remain engaged with your content. Without properly optimized images, your page can run into a host of problems explored below. 

What are the benefits of image optimization?

While it may take some extra time to optimize images if you’re not familiar with the process, there are numerous benefits offered by image optimization. Firstly, images with smaller file sizes will require less bandwidth, and therefore require less storage space on your server. This improves page load speeds, which is fantastic for impatient readers. 

Improves loading speed of a website

The time that your website takes to load depends on a number of factors. This includes things like your website host, site layout, and design elements that you use. Typically, users tend to prefer a site that loads in less than 2 seconds. If your website is image-heavy like most visually attractive ones, this is where image optimization comes in. 

If your images are optimized, your page load speed can potentially improve, giving users more incentive to engage with the products and services that you offer. Some tools that you can use to check your loading speed include Google’s PageSpeed Insights and Web Page Test. 

On the other hand, if your website tends to load slowly, you risk losing impatient site visitors who may switch over to your competitors. 

Enhances user experience

To complement a faster loading speed, a positive user experience involves providing readers with relevant content that is in line with what they’re looking for. A blog post should include images that have proper alt and title text, which is helpful for both search engines and readers. 

While alt text might not be visible on the page for most readers, it comes in handy to visitors who have visual impairments and are using special screen readers. Properly formatting labels can link images with text more effectively while making your post more visible to search engines at the same time. 

Boosts overall SEO

In addition to other SEO techniques like keyword research, optimized images can improve your online presence and search engine ranking. Proper labeling can strengthen the topic of a specific blog post and enable readers and search engines to find your post much faster.

By making use of clear formatting, clear resolutions, and fast loading speeds, well-optimized images are more likely to show up in image carousels and lead viewers to your page. Furthermore, by appearing in the first few pages of search engine results, your blog post is more likely to be clicked on by a potential customer, leading to increased conversions. 

All of these image optimization efforts can lead to social media shares and backlinks from other websites. Eventually, this will lead to increased web traffic and better brand authority overall, which is what your website should ultimately aim to achieve for your business. 

How can brands optimize images for blog posts? 

Now that you’re aware of why image optimization matters for your blog post, the next step is to apply these tips and tricks below to all the images on your website. Even though the process may appear intimidating at first, using the proper tools and learning the ins and outs of your platform can lead to your desired results. 

Select the right file format

Firstly, the right file format for every image is dependent on how you want to present it. In general, it is best to choose JPEG formats for photos that are larger in size or illustrated. This will provide decent colors and clarity relative to its file size. On the other hand, PNG is used for images that have a transparent background. 

Alternatively, WebP can produce high-quality results with smaller file sizes relative to JPEG and PNG. Using an image converter can help you with this process. Lastly, using an SVG file format for logos and icons will enable them to be automatically resized without causing them to be blurry or pixelated through CSS or JavaScript. 

Use the right filename

Often, many people tend to save images under nonsensical or irrelevant filenames. However, it’s important to rename images before uploading them online. This way, it will rank better in image search results and improve your on-page SEO. 

To do so, using descriptive keywords is essential. You need to include target keywords at the start of each image filename and separate them with hyphens, not underscores. This enables search engines to identify these terms and properly categorize each image. 

For instance, renaming an image of a woman eating pancakes from “image123.jpg” to “woman-eating-pancakes.jpg” is a lot more helpful to readers and search engines. 

Compress your image

As we’ve previously mentioned, fast loading speeds can lead to a more positive user experience and better SEO rankings. One of the main factors that impact loading speeds is images. Even if you upload a huge image and display it smaller, the page will have to load the entire image at its original resolution.

However, optimizing the image in relation to how you want it to be displayed is the key to improving loading speeds. While some platforms like WordPress help you do this by providing you different sizes to work with, compressing an image using plugins can preserve quality while reducing its file size. 

Create image captions

In addition to using the right file name, using image captions that go directly below an image can improve the overall user experience and lead to a lower bounce rate. A lower bounce rate means that visitors are more likely to linger on your site and visit other pages instead of exiting straight away.

Unlike file names and alt text, captions are directly visible to the user on your website. It’s also handy for those who are visually impaired, enabling them to get a better feel of your blog post. 

Don’t forget alt text

Alt text, also known as an alt tag functions as a safety net in the event that an image on your blog post fails to load. It functions like descriptive text that ensures no information or functionality is lost, especially if readers turned off images on their web browser or using a screen reader that lacks image capabilities. 

Adding alt text to every image including the main keywords will help search engines identify the image. Accurately describing what is happening in the image will also help users more clearly understand the content of your blog post.  

Avoid using copyrighted images

Perhaps one of the most important things to keep in mind as a website owner is that some images might be copyrighted. Copyright lawsuits can be incredibly costly, especially if you use stock photos from providers like Getty Images and Shutterstock without purchasing a license for use.

Under the Digital Millennium Copyright Act (DMCA), the owner of the image can potentially issue a notice and provide a DMCA Takedown which you must comply with. Using free platforms like Unsplash, or better yet, creating your own original images for your posts can lead to worry-free results. 

Optimize your images for mobile 

With the increasing use of mobile devices, ensuring that your images are compatible with both desktop and mobile platforms will help provide users with a hassle-free experience. 

For the best of both worlds, you can create responsive images that automatically scale with the size of your website whether a user is using a desktop or mobile device. Here are some methods you can use to create responsive images via CSS. 
At the end of the day, optimizing your images is worth the effort when it comes to improving your website’s ease of use and search engine rankings. Promoting image accessibility for your readers makes your posts more engaging and easy to understand.

If you need some additional guidance, a digital marketing agency can walk you through the steps of choosing the right images for your article. Better yet, you can have a dedicated team that can create custom images for your site. Work with Bliss Drive today and find out how we can boost your conversion rate optimization and grow your online audience!

Create Meaningful Content With The EAT Principle

Create Meaningful Content With The EAT Principle

Have you ever wondered how to hit that magic formula to master the Google ranking algorithm? 

Don’t worry, you’re not alone. After all, given that search algorithms get updated on a fairly regular basis, it’s only fair to feel confused. This is why being educated on Google’s preferences and trends is a must to stay ahead of competition. 

Ask most experts about the key to search engine optimization and they’ll tell you to focus on creating meaningful content. Produce pages that offer value while hitting important keywords so that Google and other search engines will consider you as a reliable source of information.

But when you consider meaningful content, is there really a way to measure how effective it is for making your website perform well?

The EAT Principle

Try doing a little research about SEO and content marketing and you’ll end up bumping into the EAT principle quite a few times. According to this principle, if you want your website to rank higher on Google, you need to establish its expertise, authoritativeness, and trustworthiness. 

Measuring your content marketing strategies against these three qualities is a good place to start. These three factors are used by Google to identify how eligible a brand or a website is to be recommended by the search engine.

At the end of it all, Google wants to see who can be considered as the leaders in a specific niche or industry—and those leaders will be the most recommended pages on the Search Engine Page Results (SERPs).

The Introduction Of The EAT Principle To The World

In 2015, Google’s Search Quality Evaluator Guidelines made its way around the web. Originally, there was an information leak and Google wanted to keep things into the right context, so the entirety of the guidelines were released.

Through the 168 pages of these guidelines, everyone, especially webmasters and content marketers were enlightened on how Google identified what can be considered as low or high quality in a website.


Though originally it was a guide for the human rating team on the company, it ended up becoming beneficial for every person looking into SEO strategies for their businesses. 

The Importance Of The EAT Principle

The concept of closely following a website’s expertise, authority, and trustworthiness is important for both consumer and provider, but it is more beneficial for some industries.


For instance, if you are someone looking into medicine dosages, health restrictions, and the like, Google would not want to direct you to an unreliable source, especially since untrustworthy webpages can influence you to do something harmful for your health.

If you think about it, being misled to a weaker information source will not only bring you inconvenience. The worst-case scenario may even lead you to long-term health problems.

The Three Factors Of The EAT Principle

For a better understanding of each of the three principles, let’s take a look at them closely, including some tips to showcase them in your content.

Expertise

To be deemed as an expert, one must possess high levels of knowledge or skills in their chosen field. Google looks at this more at the content level, not at the website or brand level. Therefore, the content must be produced by someone considered as a Subject-Matter Expert.

However, this does not mean writing all the information on your niche will drive all the traffic to your site. What you need is strong communication skills, one that shows you know what you are talking about, while staying engaging and interesting to read.

For Your Money or Your Life (YMYL) topics, it would be best if someone with the qualifications, expertise, or formal education creates the content. For other “experienced-based” topics, the best content creator is someone who encountered or is going through the themes of the topic.

Tips To Exhibit Expertise

  1. Identify the queries your target audience is searching for, answer their questions, and exceed their needs. You can apply keyword research strategies for this stage.
  2. Design content that addresses your customer’s awareness stage and find the intent behind the search terms that they use on Google.
  3. Make sure your format is easy-to-read and try to mix videos or photos for some visual content.
  4. Anticipate the future queries your target audience might ask soon, work on them, and make sure you apply linking strategies to further establish being the go-to information provider on your niche.

Authoritativeness

Though you want to establish your site as an expert, you also want to be seen as an authority by other experts in the same field. Authority weighs a lot on your reputation, so you can identify some signs if you are considered as one.

In line with this, you can do reputation research and see what real people think about your website. The process includes looking into references, reviews, and recommendations from experts about your website. Because of this, it is also important to note that authority is highly subjective, so achieving it can be a tedious process.

Tips To Gain Authoritativeness

  1. Establish links in high-ranking authoritative websites to build your domain’s authority.
  2. Get recommendations from those who are authorities in their own right, as their endorsement has larger weight.
  3. Get mentions in news, websites, social media, and other relevant sources as they also increase visibility and increase the chunk of space you reach on the internet.
  4. Create content that is highly shareable throughout social media, especially content that people will genuinely like and organically shout about to their contacts.
  5. Have a Wikipedia page for your brand. Google loves quoting and snippeting Wikipedia articles as they help people learn about businesses and brands better. Make sure your page mentions company information, history, awards, reputation, recognitions, and issues.

Trustworthiness

Now, one thing that can make or break your success is whether people see your brand or business as trustworthy. Trust involves the image you set to the public. How do they see you in terms of legitimacy, accuracy of content, and transparency to your audience?

If you touch on technical topics like health, news, and finance, website evaluators also look at who publishes the content on the site and whether they are trustworthy.

On the other hand, if you are an eCommerce business, you also want to prove you are worthy enough for a customer to entrust their credit card information with you and feel like you are honest with the products or services you are selling.

Tips To Establish Trustworthiness

  1. Display your credentials to build customer trust. If you have formal education, certifications, industry awards, and other similar feats, let the public know. Publishing them on your author bio or your About page is a must.
  2. Make sure you post updated information on your site. A contact number, an email address, and a physical location can add on reasons for a potential customer to trust you.
  3. Double check facts for accuracy. For pages that publish news, articles, and health-related pages, content managers should double-check the facts for accuracy, including citing reliable and trustworthy sources.
  4. Get positive reviews and address concerns. Depending on your niche, try to get positive reviews on Yelp, TripAdvisor, and other similar sites. If you see negative reviews, try to address these concerns and work your way to flip it out to a good review.
  5. Create a Terms & Conditions page and a Privacy Policy on your website. This helps you communicate the fine print to your target audience and show them that you are seriously managing your business.
  6. Make sure that the domain of your website is secure. Use HTTPS to protect the data of your users.
  7. Have a refund policy. If you are an eCommerce business that would require payments and shipments, design and publish a return & refund policy for your potential buyers.

Can’t decide how to apply the EAT Principle to your content? Hire experts to do it for you!

For most, if not all, website owners, the ultimate goal is to rank high on the SERPs for queries related to your niche and industry. One of the ways to reach that is by practicing the EAT Principle while producing content for your site.

By doing so, you show that you are approaching SEO and content marketing with a holistic approach and considering continuous improvement in the long run.

If you don’t know where to start, there’s no need to fret. You can work with Bliss Drive, a digital marketing team with SEO, content, and conversion services experts who can design the best strategies to help you conquer EAT!

Call us at 949-229-3454 now for a free consultation.

Bolstering Your Brand Authority With Internal Linking

Bolstering Your Brand Authority With Internal Linking

Whether you run a small boutique in your neighborhood or a large e-commerce store that ships globally, brand authority is crucial to business growth. In fact, a study in 2019 reveals that 81% of general consumers would only consider buying from brands they truly trust. 

Typically, modern-day business owners can establish brand authority by creating a solid online presence to boost brand awareness. You can do so by running social media ad campaigns and hosting virtual seminars, among others. Overall, the goal is to work towards brand recognition.

There are multiple other ways to build an online presence and become a thought leader—each requiring an ample amount of thought and strategy. However, the simplest way to get started is by making a blog that consists of multiple industry-related articles and forming a linking strategy as you go—particularly with internal links. But what are internal links?

Internal Links Explained

Internal links are hyperlinks that redirect to web pages and resources from the same site. This is a link network that connects a website’s various web pages.

Some of the ways to add internal links to your websites include:

Using Anchor Texts

Anchor texts are very popular among bloggers. This involves creating hyperlinks using a set of words—called the anchor text—that would lead to a different page. 

The key here is to link out to a related resource. For example, let’s say you’re writing an article about digital marketing and you mention something about influencer marketing. If you already have an existing article or resource on your site that covers influencer marketing, you can attach it as a hyperlink to anchor text related to the aforementioned topic.

Note that you cannot just link out to random web pages or use random blurbs for your anchor texts. This would do more harm than good. In fact, Google might categorize your web page as spammy if it has useless hyperlinks scattered all across the page.

Creating Navigation Bars

Whether you run an e-commerce store or a blog site, navigation bars are a must. These allow the reader to jump from one web page to another without scouring through all the pages in between. Think of this as a “table of contents” section on every page. Ideally, you should create a category for all your web pages. 

For example, let’s say you sell a social media engagement tracking app and primarily talk about digital marketing on your website. You should have a main navigation bar that leads to your homepage, blog page, product page, and contact page. Then, under the blog section will be multiple subsections linking to various topics about your industry, digital marketing.

Suggesting Related Articles 

A solid way to reduce bounce rate and increase the time the average reader spends on your site is to suggest related articles. The goal here is to scatter links you think the reader might be interested in. 

For example, let’s say you’re talking about social media marketing. Toward the end of the article, you can opt to insert a link talking about collaborating with influencers, running social media ads, or something similar. There’s no hard rule on this. Just make sure to link out to something you are confident that the page reader would be interested in. 

Internal Links vs External Links: Which Are Better?

Internal links connect your web page to other web pages on your site, while external links connect your web page to other websites. Which of these should you use?

A solid link-building strategy contains both internal and external links. Google takes both types of links into consideration when assessing various web pages on the internet. Although, you might want to use your external links sparingly. Only use outside sources when referencing facts, data, statistics, or research. 

Also, don’t link out to direct competition. Doing so won’t affect the way Google ranks your page, but your bounce rate will increase if you’re literally sending your readers to competitors that offer the same products/services as you do.

How Can Internal Linking Help You Establish Brand Authority?

Still on the fence about the benefits of internal linking? Here’s how a well-architected page with naturally inserted links would benefit your overall SEO performance:

Reduced Bounce Rate

Statistics show that the average internet reader has less than 9 seconds of attention span and will only read about 20% of a page’s contents. This leads to higher bounce rates. Apart from making quality, engaging content, you can reduce bounce rate by striving to redirect them to different pages of your website.

Better Conversion Rates

The more time a reader spends on your site, the higher your chances of converting them are. Strive to create engaging, high-quality pieces of content that would keep readers lurking around your website. Then, maximize this traffic by engaging with them and placing call-to-action buttons throughout the site. The button could link to your contact or products page.

Better Google PageRank Scores

High-quality internal links, low bounce rates, and credible outside sources are all crucial when Google crawls through web pages. If the bots give you a good score, your pages might have a shot at securing a higher position in Google search engine results pages (SERPs).

Navigable Pages

Make your website as user-friendly and navigable as possible. Ideally, readers should be able to jump to various pieces of content around your site without having to go through the home page or content index page.

5 Tips To Incorporate Internal Linking Into Your Online Brand Marketing Strategy

Here are some simple, effective tips on how to maximize your internal linking strategy:

1. Identify What Content to Prioritize

As you build your website, you’ll notice that different web pages generate varying amounts of foot traffic. Some get thousands of visitors every month. Meanwhile, others might only generate a few hundred—or even less.

If you want to bump the foot traffic your other web pages generate, try adding them as links to high-ranking pages. Just make sure they’re relevant and informative.

2. Use Semantically Relevant Phrases

Semantics are extremely important when creating hyperlinks. If you’re linking out to an article about digital marketing, you’d want to use an anchor phrase that contains the exact words “digital marketing.” You can’t just use random blurbs for the hyperlink.

3. Make Sure the Links Add Value to the Page Content

Whether you’re adding internal or external links, the resource linked out to should be relevant to the page’s contents and add informative value. For example, if you’re writing about SEO techniques, you can consider linking out to internal guides about relevant topics such as keyword research, content siloing, and headline creation, among others.

4. Limit Every Page to a Maximum Number of Links

Think of hyperlinks like sales pitches. They’re crucial and efficient, but use them too often and you’ll likely turn the reader off—especially if you keep linking to the same pages. Try limiting your internal links to around three to four per article or web page. This number excludes related article and menu bar links.

5. Insert the Links Naturally in the Article

You’d want to sprinkle the three to four internal links naturally throughout the web page. It has to be semantically relevant and add informative value to the content. Otherwise, don’t add the link. As mentioned, readers and Google page crawlers dislike web pages loaded with useless links and might categorize them as spam content.

6. Open Links in New Pages

Internal links that open in the same tab as the current page the reader is on is not good for your bounce rate. It encourages readers to leave web pages prematurely. Even if the reader is navigating through your site, you’d want them to spend as much as possible on every web page they land on.

7. Distribute Link Juice Properly

Link juice is an SEO jargon that refers to the amount of value one page passes onto another. Ideally, you’d want to scatter this evenly throughout web pages. To execute this strategy properly, you need to first understand what types of pages have link juice, and which ones don’t.

Pages that have link juice are those that have:

  • Site-relevant content
  • Good website traffic
  • High-quality, original, informative content
  • High engagement rate
  • Good Google PageRank scores

Meanwhile, avoid linking to pages with low link juice content as they can do more harm than good to your overall content quality. These are pages that:

  • Were bought or have a paid link
  • Come exchange schemes where two sites link back to each other
  • Contain plagiarized content

Final Thoughts

Overall, internal linking is an excellent strategy to create a well-architected page that encourages readers to spend more time on your site, improves your Google PageRank score, and makes in-site navigation much easier. Every blog owner should incorporate internal linking strategies into their marketing plan.

Are you having trouble distributing link juice throughout your site? Or maybe your site doesn’t have enough articles and web pages yet for you to execute an excellent internal linking strategy?

Digital marketing is a field that takes years to master. You’ll have to invest a decent amount of time and financial resources studying different techniques and experimenting with what strategy works or not. If this is not your goal, a third-party digital marketing agency can definitely help you out.

Consult with industry experts, have them assess your current website, and hear out whatever strategy they suggest. This plan will cost a bit more upfront. However, the time and money you save in the long-run combined with the exponentially larger profits that an effective marketing strategy brings in will more than cover the initial investment.
Can’t seem to get readers to visit—much less stay—on your website? Bliss Drive is a reputable digital marketing agency that specializes in helping SMBs take their online presence to a whole other level. Reach out to the Bliss Drive team to see how we can help!

Using Influencers to Expand Your SEO Reach

Using Influencers to Expand Your SEO Reach

These days, it’s pretty common to find an influencer connected with one brand or another. You can think of it as an evolution of the usage of celebrity endorsers for beverages or electronics. 

The funny thing is, they don’t even have to be directly connected with the industry they are promoting. Movie stars who have never seen a toolbox could be endorsing the next Black and Decker Tool Kit on TV. What matters is their ability to capture your message and present it to audiences. It also helps if they have some clout with your target audience.

Nowadays, we see these influencers mostly on social media platforms. The best part? They can help direct traffic towards websites as well. Think of it as the next big thing in SEO. 

How These Influencers Help

As their label implies, their role is to influence. It might seem obvious, but a lot of people––consciously and even unconsciously––hit like and subscribe, or even make a purchase when they see an influencer doing something memorable while promoting a brand. 

It’s all marketing, at the end of the day. Moreover, it is an opening for bolstering your marketing strategy. Utilizing these influencers for your brand could be that secret weapon you need to give your business an edge. 

Influencer marketing isn’t anything new. It has been slowly developing over the past decade, increasing its pace these past few years. With this in mind, you’ve got the advantage of building on the experiences of others. 

Additionally, this means you’ve got a bevy of information available to you when it comes to influencer marketing. Combined with other SEO strategies, you can be sure that you’ll be able to develop your site’s rank and, further, your reach. 

But enough of these wonderful what-ifs. Tangible examples of the benefits you stand to gain with effective influencer marketing include:

Partnering with the Right Influencers for Affiliate Links

A site’s link profile describes the overall health of any links and backlinks hosted on the site. Seen as one of the biggest factors when it comes to site rank, developing your own site’s link profile will allow you to build on SEO.

Building off this idea, an influencer with an established network in your niche will have access to the right kind of links. 

Affiliate links have the advantage of providing a source of income as well as providing backlinks. These two benefits alone can make or break a website, especially during the early years. 

Developing the idea further, you can expect to be the go-to guy for both consumers as well as partner brands, increasing your reach even further than before. 

Aside from that, influencers are also (supposedly) skilled and experienced when it comes to content creation. The best influencers are able to incorporate some creativity into your designed campaign. With how profitable the industry has become, a lot of people have actually been looking into becoming influencers in their own right. 

Targeting the Ideal Audience Directly 

Assuming you’ve found the right person for the job, things should work smoothly. That’s because the right influencer will have a good idea of who the audience is, as well as how to communicate with them. 

It comes with the territory after all. As influencers, they depend on a loyal fan base who are willing to listen to and trust them on their views and opinions. 

Use this to your benefit by connecting with an influencer who understands your niche. Do this, and you can be assured of a more effective form of contact between you and the audience. And the best part is, you technically aren’t the one doing the talking.

It is prudent to point out that this will only work out with the right kind of campaign strategy. At this point, the only consideration left would be how well you can figure out who your target audience really is. 

Increasing Your Brand Awareness by Boosting your Link Portfolio

Link building, a component of SEO, is a high-impact method of increasing a site’s traffic and ranking

This is mainly due to two reasons. Firstly, a site’s link network tells the search engine how authoritative you are. Secondly, the link network of any given site dictates how trustworthy a site may be. 

As a result, you are able to tackle two of three points that Google has given to sites as a suggestion for better search engine results page rank. Expertise, Authority, and Trustworthiness, or E-A-T for short, is a summarized version of these guidelines.  

With effective influencer marketing implementation, you can expect to benefit from these two points by leveraging on the chosen personality’s established network as well as your own. 

How to Choose an Influencer

Still on the fence about influencer marketing? Let’s dial things back a bit. What constitutes an influencer anyway? 

Generally, you can expect influencers to fall under any of the following categories:

  • An expert from the industry 
  • A blogger 
  • A celebrity 
  • An opinion writer
  • A social media personality 

There are a few more categories but, again, these are some of the more general ones. These can help you figure out which kind of influencer you would want to work with.

Now, we can get to the exciting part. Knowing what kind of influencer you want is just the first step. 

Setting Concrete Goals for your Influencer Plan

As with anything, the most successful campaigns often begin with a well-laid-out plan. This goes for online campaigns as well. It takes a little effort––for good reason. 

The key here is to be clear with your intentions as you can’t expect your potential influencer to guess the details of your campaign. This lack of communication could backfire, especially with the amount of responsibility you are about to give them.

You can address this early on by formulating a campaign plan. This will help brief the influencer about your expectations while also giving them a framework to work with. 

The idea is to develop a plan before even meeting an influencer. You can then adapt this plan to work with a specific influencer once you’ve found the right person. It could be a long process.

But trust us, the effort is well worth it. 

Looking for Influencers Within Your Specific Niche

It’s possible that we’re going to start sounding like a broken record here. Again, it’s not about finding just any influencer, it’s about getting the right influencer for your business. 

How would you know you’ve found the right one? Simple. Look for influencers who’ve already established themselves in the niche that your business belongs to. This way, you know they’re active in your community. 

Focusing on a specific niche will ensure that you’re talking to the crowd that you should be talking to. Do some active research on your own by identifying well-respected experts as well as opinion writers on blogs, both of which should be plentiful.

Tracking Results

One of the most quintessential signs of professional work is tracking any kind of result. After all, how would you know you’ve progressed well if you have no benchmark to begin with? 

This goes for influencer marketing as well. Protect your investments by keeping a record of how well (or not) your marketing campaign is working out for you. 

Luckily, there are a couple of metrics you could focus on to get a good idea of where your campaign is going: 

Bounce Rate

Bounce rate is simply the rate at which site visitors land on your site then subsequently leave. It describes how well your site may attract and retain site visitors. A high rate means your site looks boring, has a poor user experience, or a bad interface, among other factors. On the other hand, the opposite means effective site development. 

Click-Through Rate

Your campaign’s click-through rate, or CTR, shows the rate at which the potential visitors click links leading to your site. This metric is used for advertisements as well as a measuring tool on the number of clicks per impression. 

Link/Backlink Health 

Understanding your site’s link profile is the first step in link building. Your site’s link profile has a huge impact on your site rank on search engine results pages. As such, keeping a healthy link portfolio is a great way to work on your SEO. 

You’ll want to keep an eye on the general health of your links to make sure you don’t suffer any negative consequences on Google. 

Conclusion

At the end of the day, the point we’re making is that businesses have to adapt to the changes in our world in order to make the most out of their ventures. For today’s businesses, this means tapping into influencer marketing for SEO. 

With the availability and ease of access to social media platforms, it shouldn’t be hard to make contact with these guys anyway. Most of the heavy lifting comes in during the planning stages, and once you have ironed out your campaign, it should be good to go. 

But of course, an expert’s touch is always welcomed. At Bliss Drive, we know all of the latest digital marketing tactics. Allow us to make marketing a breeze for you. Contact us today to find out more!

Content Hubs: Organizing Content to Avoid High Bounce Rates

Content Hubs: Organizing Content to Avoid High Bounce Rates

Content Hubs: Organizing Content to Avoid High Bounce Rates

From your simple breakfast all the way to your consumer-centered product, there’s a marketing strategy for everyone and everything. But how do you make sure viewers successfully digest your message?

Marketing is still going strong, arguably even more so with the reach of the Internet. With the progression of the Internet, there have been many changes in successful practices. 

Enter content hubs. Used primarily to focus on singular topics, content hubs have been the Internet marketer’s best friend due to their ability to lead site visitors’ interest in a more parallel direction. 

However, you can’t just slap on a few articles and wait. There is a structure to be followed to make these components work together.

How Do They Work?

Let’s say you’ve found an interest in building a computer for yourself, as the trend has been growing this past year. During your research, you find a website that seems to fit the bill as a resource center. 

Unfortunately, navigating through the site to find the information you need is cumbersome––at times even downright impossible. 

A well-implemented content hub would prevent any possibility of this happening to a site. Simply put, a proper content hub has to follow a tiered system for presenting the information. 

Going back to the earlier example, a website that focuses on building computers should have a flow when it comes to its content. This will help site visitors chronologically follow the journey of computer building, from researching to purchasing. 

In effect, marketing your content would be both easier and more effective. Of course, certain conditions must still be met. For obvious reasons, content hubs work best when they focus on a particular topic. 

In an ideal situation, this means that your site provides a win-win situation. People browsing the web have an easier time getting the information they need, while the search bots in charge of those queries hone in on your content much faster. Once they have a better read of your content, you might have a better chance at ranking higher on SERPs.

Three Focal Points

As such, it stands to reason that there must be some sort of guideline for designing content hubs. To make it easier to digest, we can summarize this into three main points. This is by no means a comprehensive coverage but will allow readers to get started on their journey. 

Site Maps

Kind of like how useful Google Maps may be to someone visiting a new location, a site map aims to effectively direct site visitors to the right page. 

It may be likely that you have been in a situation where you have found an article on a website that you have deemed interesting enough. Unfortunately, when you try browsing around, you eventually find yourself lost on this website. 

Few things increase a site’s bounce rate more than this. For the uninitiated, a site’s bounce rate is the rate at which site visitors visit the site and then immediately leave or abandon it. It could be due to slow site speed, or a poor user experience, and negatively affect your site’s SEO and SEM. 

In terms of best practices, professionals address this preemptively by providing some sort of map to help users navigate their site. This can come in the form of the typical drop-down menu bar or a breadcrumb trail.

The best part is, being a techno-wizard is not a prerequisite here. A simple Google search can show you multiple ways to tackle the problem and create a site map that works for you. 

Blog Posts and Blog Categories 

Have you ever noticed how the biggest websites all seem to have a blog? That’s due to the inherent nature of blogs to attract new visitors through daily search queries. 

This is why it’s become important to cover variations on a particular topic. 

For example, a site focusing on coffee and home brewing could host a few articles about the best kind of kettle or grinder. It’s a simple way of supporting your own content while bringing in more leads. 

Add to this the concept of evergreen content and you’re golden. Evergreen content describes content whose value does not decrease over time. Basically, they maintain their relevance over time. 

What these provide you with is a constant source of new leads. This is due to the fact that this adheres to SEO suggestions wherein quality content must be offered to visitors in order to gain a better rank. 

You can further develop this idea by using different categories in order to better organize and categorize your blog posts. This helps identify what kind of content runs the strongest while also helping you increase your leads’ diversity. 

Content Strategy

Now that we’ve covered site maps and blogs, the next thing to talk about is the strategy you will be using. With content creation, consistency is always the key to an effective strategy. 

Why? Well, producing content consistently helps regular site visitors, as well as new ones, in knowing what to expect from your website. It may not seem like much for you now, but trust us when we say this is one of the highest impact strategies. 

It’s the same reason why Coca-Cola will always be Coca-Cola; they stay on brand. If that isn’t a sufficient reason, you’d be hard-pressed to find a better one. 

Additionally, having a consistent publishing schedule allows your regulars to adapt to your site. This way, they know when to go online and check your publications and such.

It’s a simple concept to understand but difficult to implement in the real world. The best way to approach this would be to plan a campaign and content schedule way ahead of time to make up for any unforeseen events. 

Stay on-brand with your posts, and be consistent with those uploads, and things should work out for you. 

Tips

To help you get started, these tips should make the journey a little easier. Of course, this is assuming you’ve yet to start. In either case, these tips should give you a good idea of how things are ideally set-up. 

Set Your Goals

You can’t expect to have an instant impact when you put up your site. You have to know what the end goal is and what it takes to get to that point. Identifying that end-goal is the first step in developing an effective strategy. 

Without knowing what kind of result you want, it’d be difficult to formulate a plan of action to that end. 

It should be simple at the start but be prepared to change some of your plans due to shifting circumstances. It’s an accepted part of starting a business that you should be expecting as well. 

Identify Your Audience 

After you determine your goals, an audience should be the next thing to identify. That’s because catering to too many different interests dilutes your site’s available space as well as your own efforts. 

In a concept called niche marketing, marketers are given an audience to focus on. This varies in how narrow the audience can be. Generally, though, you can expect a narrower audience range to have fewer leads but a more loyal base. 

Create a Structure

Tailoring your site’s structure to your audience should be easier after figuring out just who you are trying to communicate with. Be careful with how you approach this as sometimes, far-reaching ideas can negatively impact your site’s structure. 

You can see this in how sites try to implement a hip new layout only to be difficult to navigate. This is one reason to trust the well-worn road of simple site templates. 

The idea is to create a structure that smoothly leads the site visitor towards the more in-depth content as well as your selling points. Not to mention, an intuitive design prevents viewers from getting overwhelmed.

Perform a Site Audit

If you’ve already created a site, it helps when you can go back through the details and perform an audit. 

Sometimes, our past ideas don’t seem to stay relevant––and that’s perfectly alright. The important thing is to be flexible and not stick to one strategy. If it doesn’t work, adapt. 

There are various online tools that can help you with this, such as Ahref’s Keyword Tool, which helps you identify weak keywords and keyword trends. 

Yes, it sounds like it might take a while. To be honest, it likely will. The key is to be patient with your research. After all, the benefits are well worth the effort you put in.

Conclusion

Ultimately, the point is to peer deeper into the details. Websites are some of the most profitable ventures if done right. Admittedly, not everyone has the time to address all these on their own. 

In those cases, it might be worth investing in a digital marketing agency that specializes in content creation. We specialize in that, along with various other facets of digital marketing. Contact Bliss Drive today!

Resources