Search Engine Optimization: Defined

Search Engine Optimization: Defined
Search Engine Optimization: Defined

Search engine optimization (SEO) matters more for your website than you might think. It is defined as the process of optimizing website content to make it more attractive to search engines and users. It determines where your website shows up on results pages, impacting the number of people who click on the link to your site. 

With a recent study showing that the first organic result in Google Search has a click-through rate of 28.5% on average, this number gradually falls after the first position—becoming only 2.5% by the tenth position. This shows that focusing on eCommerce SEO is a key strategy to boost the visibility of every online and offline business. 

The Basics of Search Engine Optimization

To understand how search engine optimization works, it’s important to look at the benefits that it brings to users and search engines. Firstly, search bots from engines like Google visit web pages, then it catalogs and ranks them on an index using complex algorithms. 

As users type search queries and keywords into the search bar, the search engine decides which results to show them in order of relevance. When you optimize your site, you should not only focus on the technical aspects of SEO but also explore what type of content viewers want to consume. 

This will allow you to connect with them and provide them with the solutions that they’re searching for online. However, using outdated or unethical SEO practices can seriously harm your site. Tactics like keyword stuffing and other black hat techniques designed to fool search engines can lead to your website being blacklisted and made invisible to users. 

Types of SEO

There are two main types of SEO that you need to consider, namely on-page and off-page SEO. As a form of digital marketing, optimizing both areas is crucial to improving your website and helping it rank higher in terms of search engine results. 

On-page SEO 

On-page SEO refers to content on your website that you should optimize, including code that isn’t visible to users. This includes the title of any pages and articles on your blog page, quality of research, content, anchor text, and HTML headings. Paying close attention to content marketing can help improve your ranking. 

Optimizing images and page speed can also lead to a better user experience and signal to search engines that your website is trustworthy and worth visiting. To check the quality of your on-page SEO, conducting a content audit can help you keep track of your overall performance. 

Off-page SEO 

Off-page SEO refers to actions that occur outside of your site that can help build the reputation of your page. This includes earning backlinks from other reputable websites within your niche through the process of link building. One great way to do this is through guest blogging and making use of social media networks. 

Through off-page search engine optimization, search engines can evaluate the authority of your website and how popular it is in terms of social signals like brand mentions, directory submissions, and image and video shares. 

What Ranking Factors Are Involved In SEO? 

Although SEO involves interactions between a range of complex factors, here are a few that can impact your website’s overall ranking:

  • Relevancy of keywords
  • Originality of content 
  • Quality and quantity of external and internal links
  • Time a user spends on a page 
  • Trustworthiness and lack of bias 
  • Level of expertise
  • Page load speed
  • Mobile compatibility
  • Site security 
  • Image optimization
  • Readability and user experience 

What Are The Benefits Of SEO? 

Investing in SEO for your website means that you’ll see improvements in SEO, in addition to greater visibility, you’ll get: 

  • Higher organic traffic and decreased digital marketing costs
  • Increased trust and credibility as a brand
  • Improved user experience 
  • Increased local audience engagement 
  • Higher quantity of sales 
  • Collaboration with different brands 
  • Key insights into brand performance and areas for improvement

Choosing An SEO Service 

Although the pricing of SEO services can vary across companies, it’s important to work with a reputable team of experts that can identify potential areas of growth for your brand. Often, you get what you pay for, and SEO provides long-term benefits that pay greater dividends in organic traffic over time. 

Get in touch with us today at Bliss Drive to find the SEO package that best suits your needs. Using the latest SEO strategies, our team of experts will deliver a customized organic digital marketing strategy that leads to real results. 

What Is KPI in Digital Marketing?

What Is KPI in Digital Marketing?
What Is KPI in Digital Marketing?

Applying digital marketing strategies is the way to go if you want your company to rise above the competition. But how do you know if your business is doing well? What should you do to verify if your marketing strategies are successful?

That’s where Digital Marketing KPI comes in. KPI stands for Key Performance Indicators, which means a set of measurable values you can use to determine your success for your digital marketing efforts. Having KPIs would help guide marketers on the expectations for their needs, measure everything that matters, and track their progress.

What you should focus on measuring are the quantifiable metrics that matter to your business goals. Don’t go overboard and measure things that you cannot influence.

4 Categories of Digital Marketing KPIs

There are a lot of things that you can opt to measure, but here are the most common ones:

Lead Generation

  • New Leads Acquired Per Month
  • Qualified Leads Per Month
  • Cost Per Lead Generated
  • Cost Per Conversion
  • Time To Convert
  • Retention Rate
  • Attrition Rate

Leads are as valuable to a marketing company as gasoline is to a car. Leads are what drives sales to a company and is what increases growth opportunities.

What you can track on your end is the number of leads you acquire, how long it takes to secure a lead, and how much resources you have to spend to secure one. Reports like this will allow you to see which activities are more efficient to use.

Additionally, you can also track the rate by which customers use your product and how long they repeatedly make orders. On the flip side, you can also measure the churn rate of your customers. These numbers will show how you can improve your services and user experience.

Social Media Tracking

  • Traffic Generated From Social Media
  • Leads and Conversion from Social Media
  • Audience Size
  • Engagement Rate
  • Number of Mentions

Social media plays a vital role in driving customers and broadening your reach. Your efforts here must focus on generating engagement, building relationships, and turning them into customers.

Website Traffic

  • Monthly Website Traffic
  • Returning Visitors vs New Visitors
  • Average Time On Page
  • Website Conversion Rate
  • Conversion of Call-To-Action Content
  • Click-Through Rate
  • Pages Per Visit

One of the largest investments companies make for digital marketing is their website. Measuring the traffic that comes into your site helps you understand the type of customers you have, what they are looking for, and whether you can deliver what they need.

By studying the results for different KPIs, you will be able to design your website to fit what your clients are looking for and provide the absolute value they need to stay long on your site, make favorable actions, and visit again.

SEO

  • Traffic from Organic Search
  • Inbound Links to Your Website
  • Leads from Organic Search
  • Page Authority
  • Google PageRank
  • Rank Increase of Target Keywords
  • Unique Keywords that Drive Traffic

The organic traffic you can get from search engines is a reliable and profitable resource for digital marketing. It is essential to measure your attempts to optimize your site to be search-engine friendly. Studying inbound links, page authority, and ranking can help you improve your content strategy and perform better.

Understanding Key Performance Indicators will bring your business closer to reaching your marketing goals. It’s a vital part of modern marketing and worth the time and effort. Don’t worry if you don’t have a lot of experience. You can hire a digital marketing services provider to work on it with you!

What Are the Three Major Forms of Digital Direct Marketing?

What Are the Three Major Forms of Digital Direct Marketing?
What Are the Three Major Forms of Digital Direct Marketing?

Digital direct marketing (DDM) is a subcategory of direct marketing wherein the brand reaches out to the customer or prospect directly through digital channels. Marketers can execute their strategies on the three major forms of DDM: mobile phones, web browsers, and emails. Of course, your approach should vary depending on the channel you choose.

Having a hard time generating traffic to your site? Bliss Drive offers full-service SEO marketing plans designed to boost brand awareness and improve your prospect base. Reach out to the Bliss Drive team now!

Is Direct Digital Marketing Effective?

Upcoming marketers might wonder whether DDM strategies still work. After all, won’t your prospects find it annoying to receive multiple texts, emails, and push notifications about your business? The simple answer: it depends.

However, marketers cannot deny that DDM remains popular and relevant. Longitudinal research shows that most companies allocate 57% of their marketing budget for direct marketing.

There’s no way to guarantee results, but marketers can increase their chances of success by creating varying DDM strategies based on the channels they use. Utilize the features and user experience these forms offer.

Here’s a quick guide to jumpstart your marketing plan:

Web Browsers

DDM strategies through web browsers involve the use of cookies. These are data-embedded text files that separate individual networks from each other. They generally track user activity.

For users, accepting cookies leads to a better surfing experience. After all, cookies assist with customizing a user’s web pages, including recommended YouTube videos, Google search results, and Facebook feed.

And for marketers, cookies allow you to gear your ads toward the correct target market. Do not forgo the importance of proper ad targeting.

Mobile Phones

Brands primarily have two choices when it comes to mobile phone DDM strategies. You can either secure their number or get the user to download your program or application.

For example, if your brand develops apps, you can send the users push notifications regarding promos, software updates, and app activity.

Meanwhile, those who have their prospects’ numbers can market their brand via text. Make sure not to overdo it. Some people find it intrusive or annoying when brands send marketing pitches to their number.

Emails

Contrary to popular belief, email marketing remains one of the top DDM strategies to convert prospects into customers. In fact, statistics show that email marketing has a return on investment (ROI) ratio of 48:1. That means you can expect $48 worth of revenue for every $1 you spend on email marketing.

The key to effective email marketing is timing. Yes, reaching out to your clients via email works, but don’t expect positive results if you plan on bombarding them with multiple messages in one day. In worse cases, prospects might even classify you as spam.

Instead, send a maximum of one or two emails per week to casual readers. You can opt to increase the frequency and switch to aggressive marketing once the prospect takes action (e.g., downloading offers, visiting your website, comparing prices).

Don’t worry if your DDM strategies don’t generate results right away—this is normal. Consistency has more bearing versus overnight success. 

Marketers can only improve their brand awareness and conversion rates if they consistently troubleshoot their marketing approach. Never stop finding ways to improve your plan.
Struggling with your conversion rates? Bliss Drive can create efficient marketing campaigns for your brand designed to turn casual readers into paying customers. Contact Bliss Drive to see what we can do for your brand.

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.