amp web development

How AMP Web Development Affects SEO and Paid Search

Since Google launched AMP web development as a new way to create websites, it’s already quickly changed the landscape of mobile search. A primary concern for website and business owners is ranking on top of search results, thereby opening more opportunities to convert leads thanks to being more visible to a wider range of audiences. SEO is a big factor in ranking on top of organic search, but with the rise of paid advertising, and recently, the AMP carousel in search results, being a mobile user’s first choice is becoming more than a game of matching keywords and commonly used search phrases with relevant and engaging content.

As AMP results dominate prime positions on mobile search, it’s time to examine how AMP web development is changing the competition long set by SEO and paid search.

How AMP affects SEO

Organic search rankings are mainly determined by keywords, domain authority and website traffic. Because AMP sites are served on top of organic search results, it’s easy to jump to the conclusion that AMP does affect SEO. However, Google stated that AMP itself is not a ranking factor – well, at least not yet.

In reality, AMP web development influences clicks, impressions and user experience because AMP itself was conceived as a platform for building a new breed of websites especially for mobile, as these load instantly and flow perfectly even on small screens – essentially what the mobile search market needs. All these boost a website’s SEO efforts, helping it drive business to the top of the first page of search because of complete and excellent user experience. As websites developed on AMP now appear on a carousel above search results, these are likely to enjoy more impressions, clicks and user engagement – factors that spark to online lead conversions, and eventually, sales for a business.

So while AMP web development does not directly affect SEO rankings, mobile-friendliness or optimization is – the very factor AMP sites exist for. Google has steadily pushed for mobile-friendly sites in search results, and in the process, eliminating sites that are not optimized for mobile viewing. Over time, as AMP sites generate more views and direct more relevant traffic from their mobile search audience, these sites are able to cement their authority, and in effect, their rankings on search as well.

Currently, not all content users search for is applicable to AMP. In terms of very specific industries and niche content, there may not be enough relevant AMP pages for Google to build a carousel of AMP search results of. In these cases, ranking on search could still be largely due to SEO and paid search.

On the upside, when your AMP site is displayed as a search result, AMP will be indicated, and as search users become more familiar with the mobile-first dynamics of the web development platform, this can lead to more pageviews, lower bounce rate, and positive feedback due to fast loading time and mobile viewing optimization – all boosting your site’s authority and relevance as a search result, making it still a top option for users.

How AMP affects Paid Search

Google AdWords is a great way for businesses in need of an extra boost in visibility and traffic to appear on top of search results, and drive more business from occupying that prime advertising landscape. The position of paid search results have shifted a lot in the past, and recently, these now appear on top of organic search. Since then, subscribing to paid ads have been a top choice of many brands to beat the competition for ranking on top of organic search results.

But throwing AMP web development in the mix makes displaying search results even more interesting now. Because screens can only fit so much, even paid search is expected to become more competitive, making sure that only quality paid search results are delivered to users.

Brands that pay more to display their sites on top of search results and enjoy more impressions, clicks and opportunities for conversion are now challenged to craft even more appealing, engaging, and quality advertisements so as to land on the first page and compete with both the AMP search results carousel, and organic search results.

For brands, this means that their ability to spend on paid advertising no longer solely paves the way for their site to land on the first page of search results; their ads now also have to greatly improve in quality and be more relevant to users’ needs, signaling to Google that their site is the best possible paid match to a user’s search query – on top of both mobile-first AMP sites and organic search results. For users, access to AMP search results means a mobile search experience that is truly mobile-first, crafted with their phones’ screens and processors in mind.

AMP web development’s faster-loading mobile pages also result in more page views, allowing users to interact with more ads displayed inside sites. For brands that employ this strategy known as remarketing, this means more potential customers see their advertisements, greatly increasing their opportunities for conversions and sales.

Combined Power

To cement your website’s rankings on mobile search, a healthy combination of AMP web development, SEO, and paid advertising can greatly boost your chances of ranking on top of search results.

Building AMP site, or converting your current website to AMP makes your business a leader in the mobile customer experience, and for when Google has enough content to build a carousel of AMP search results, your website ranks on top of search. Displaying ads on AMP sites also guarantees more views, and your business better chances of generating leads and converting to sales, all because of faster loading times and optimal display on mobile devices.

Combine the visibility power of AMP on mobile search with tried and tested SEO and quality paid advertising. Boost online conversions with AMP web development and capture the mobile search market to grow your business in Toronto and in the GTA. Let’s start when you call us at (416) 619-7935.

ppc toronto

Get the Most Out of Your PPC Campaign

Marketers have been becoming more creative in finding ways to continue ranking for heavily competitive search phrases, and to stay there. The more ways your site can be found outside of the keywords that users type in search, the more challenging and exciting it is to try to get ahead of the competition.

Pay-Per-Click advertising is one of those ways. Paid search levels the playing field, giving newcomers and those who need an extra boost a chance to compete with top sites that have enjoyed high organic rankings for a long time. PPC advertising is a great tool to help you come out on top, but it’s not free.

With PPC, there’s the additional challenge of getting the best return from your campaign. Because you’re incurring additional expenses to get ahead of the competition, you’ll want to see that you are, indeed, able to stay ahead. To do this, you will need well-structured PPC campaigns that will not just direct the highest possible traffic to your business, but generate leads that convert to actual sales. Here, we’ll learn some pro tips about launching the best PPC advertisements and getting the most out of them.

Learn how a PPC campaign helps you break into the market in Toronto. Call 360 Business Local at (416) 619-7935 today!

Be Present Year-Round

Many businesses experience a peak in sales during a certain time or season. As such, many advertising campaigns are geared towards bringing in the most traffic during those peak times. To get ahead, many businesses think of advertising heavily well before these peak seasons, focusing a lot of their efforts and resources on these particular times and less during the off season.

However, the goal of every business is to stay afloat year-round. This is why it’s also important not to direct all advertising efforts and budget during just one season or peak time. Business owners and digital marketers alike can identify other times that would be good to generate leads using paid campaigns. A good strategy would be to spread out resources and launch PPC campaigns even when it’s not a peak time for your business, or even the industry it moves in. This helps you maintain a solid, year-round presence. While success in business can be predicted through patterns, you never really know who might come knocking at your door as a result of your advertising efforts, so it’s best to keep your options open.

Running PPC campaigns well-spread throughout the year widens your lead time. Aside from bringing in unexpected business, a wider lead time allows you to capture the interest of more conscientious shoppers who like doing their research and spending time getting to know your business before they actually decide to purchase from you. Constant brand marketing efforts help you keep an audience happy and guarantee that they will keep you in mind for when their need of your product or service arises.

Bid All Ways

Some business owners think they should not bid on their brand terms when launching PPC advertisements because that’s what SEO is for. However, SEO efforts only take care of organic search results. Bidding on your brand allows your business to show up in that prime advertising space on top of organic search results. Doing this increases your chances of draw in potential customers: first through your ad on top, and then your organic listing below. When you bid on your brand, you shape your brand’s narrative and control the message. Doing this helps your ad come out on top, in addition to your SEO efforts.

You should also look into bidding on the ‘wrong terms’. A good portion of search engine users don’t know exactly what they’re looking for, and as a result, enter very generic search terms, picking out from the results something that piques their interest. To do this, you will need to get creative with your messaging without being misleading.

Some search engine users could be entering generic terms and bidding only on your specific brand terms would result in your ad not appearing in their search results. Thus, it is useful to bid on general terms and even on ‘wrong’ terms, as these could lead to users who do not have anything exact in mind being directed to your products or services. This could help them realize they have been looking for something your business offers.

Capitalize on your brand terms, but at the same time, think ahead of what your competitors might do. As competition in a big city such as Toronto is tough, competitors won’t resist bidding on your brand terms, and if you insist on bidding only on generic terms or refuse to bid on their terms as well, competitor ads could display above your organic listings, reducing your chances of drawing in your target market.

When crafting your PPC campaign, keep in mind your own brand terms, what your competitors would do, and what your market looks for, especially those who opt for general searches and could be using the ‘wrong’ terms to find service or product providers, such as your business.

Use Your Strongest Links

A PPC advertisement does not just have to lead users to your site’s homepage. A good campaign can be more targeted, using your site links wisely. This helps search engine users find exactly what they’re looking for, allowing your website to draw them in if they see that your ads are directly linked to the exact product or service they are looking for.

No one appreciates being shown links not directly related to their search. To draw the largest possible audience to your site, it helps to use your site’s top links in your ads. Links to your business’ core products or services can be displayed along with your ad.

Along with product or service pages, you can also use related links, such as pages they would navigate to after reading about your core offerings. Links that display more extensive information on related products or services, reviews, news, and store locations, among others, are helpful. These links work as extensions of the products or services you are advertising, and will help you build stronger ties with your audience, giving them the complete experience of doing business with you, and even help to turn them into patrons in the future.

Optimize Your Landing Pages

You’ve drawn your market into your site, now it’s time to keep them interested in your business and keep them happy with what they see once they’re in your website. When they click on your ad and are directed to a landing page that is messy and does not show upfront what they hoped to see based on the ad that drew them in, they’re going to hit the back button and proceed to see what others offer.

When users click on your ad, they should be directed to a landing page that shows exactly what your PPC advertisement says. They need to be able to immediately make the connection. It only takes a couple of seconds for users to realize that they’ve either been directed to your site correctly, or they were only misled by your catchy advertisement.

A good landing page can successfully convert a user’s visit into a sale. Good landing pages are focused, organized and clear. They include a call to action, good high quality images, and displays all information that your ad says it would. Users are also able to make a clear connection between the ad displayed and the products or services they see on the landing page. This will instantly help them decide whether your offerings are worth their time and investment or not.

Change It Up

Every target market is drawn to different flavors. You run an ad primarily to expand your reach, but there is an infinite number of ways you can reach out, and an even greater number of ways your audience could respond to each of your efforts. Where your ad is placed also matters. Each local market in Toronto has its own preference and better respond to ads crafted for them. Depending on where you’re advertising and who you’re reaching out to, you need to change up your PPC advertisement in order to successfully target different markets and bring them all in your business.

Changing up your PPC campaigns shows your market you truly understand their needs and that your products and services are carefully crafted for each of their unique needs. Small efforts such as changing the language and appealing to quirks and tastes that are uniquely local to a market resonate well with your target audience. People respond to being understood and treated well, and showing that your business cares about their needs will lead to building good business relationships and creating a solid following for your brand.

Using PPC campaigns to bring in business is an investment, but a smart use of paid advertisements can effectively direct leads to your site and open more opportunities for sales, profit and success for your business.

Let 360 Business Local help you launch your PPC campaigns effectively. Call (416) 619-7935 today!

SEO company Toronto

Embracing Changes in SEO by Adapting to New Digital Marketing Trends

With the rise of targeted ads, paid campaigns, community building on social media platforms and increasing localization of search results that search engines supply its users, it begs the question: does SEO still work?

These days, paid ads are displayed on top of organic search results and are seen first by those who need a quick fix. This challenges the practice of optimizing a website according to search trends and high-traffic keywords in an effort to be constantly found by those who need it. Many brands also maintain communities on social media and use these platforms to release product and service information while driving user satisfaction. With all these emerging trends, reality is, good SEO alone isn’t all that it takes to get your local business found in a big city like Toronto and match you with potential customers. To make your website rank and get your business found, SEO companies are now challenged to look into balancing efforts for ranking organically with that of paid advertisements and leading the conversation on social media platforms.

Here, we’ll walk through the changes in online marketing and determine how an SEO company’s efforts to get your business found in Toronto can drive your business to the top as it embraces other emerging trends in digital marketing.

Looking for an SEO company that does more to get your business found? Contact 360 Business Local at (416) 619-7935 today!

Changing Search Result Trends

While websites are constantly working on being found, search engines such as Google are striving to streamline search results in an effort to better match users with exactly what they’re looking for. For example, users who are looking for businesses that carry products or offer services they need are now more likely to be matched with a business that’s within a certain radius of their location.

Paid results and advertisements are now also listed on top of organic search results, not just below. This may sway users not searching for anything specific or are in a rush to find a suitable match towards the paid results, as these are seen first.

Organic SEO search results are then shown second to those that pay Google to advertise their sites. To compete, SEO marketers are challenged to optimize websites in order to rank in organic search, ensuring your website still appears on the same page as paid results. Competing with paid search results can be challenging, but digital marketing pros work hard to be constantly updated on changing search engine trends, and will continue to optimize your website according to these trends and stay on top.

The Rise of Social Media

Using search engines isn’t the only way businesses and their target market connect these days. Most businesses now have active social media profiles and engage with their audience directly through posts, tweets, snaps and reviews. Likes, retweets, mentions, replies and views now also count towards measuring the success of a business’ online marketing efforts. Some people might believe that using social media to direct traffic to websites is a more effective method, as social media news feeds tend to have the latest information, but relying solely on social media to get you business isn’t always your best bet.

While regular social media activity can direct traffic to your business and build credibility, the uncontrolled nature of the environment can bring negative feedback to light. Negative comments, whether with merit or are unsubstantiated, can greatly impact your business as soon as these are published; potential customers will have to like what others have already said about your business in order to trust you to provide their needs. This is where the support of SEO marketers comes in handy: we know how to work with both organic searches and new platforms, such as social media, to direct traffic towards your business with the aid of a good reputation. Many SEO companies including 360 Business Local now offer social media management services. This includes regular posting on your behalf to your business’ social media profiles by advertising offers and promoting website content.

SEO companies also incorporate the same keywords that business’ sites rank for into their social media profiles and posts. In turn, this directs search users to businesses’ social media channels, encouraging them to connect and stay updated on latest news and offers. Digital marketers incorporate links to the company’s social media profiles, allowing them to build an online community and use their newfound following outside of their keyword rankings and site visits as another way of measuring the success of their online marketing efforts.

Rankings Still Matter

It’s no secret that SEO companies are increasingly challenged these days to direct traffic to clients’ websites organically despite the popularity of paid search results and social media. To stand out, websites that still rank well for high-traffic keywords must develop quality content that puts them on the same page as the paid search results, encouraging search engine users to scroll down and find in these well-ranking sites for a closer match to their search phrase.

Search engines are gearing towards localizing results to make their users’ search more actionable. For instance, Google’s location services enables it to give its users results that point to local businesses within their reach, driving actual sales and keeping users satisfied with the answers they get. This incentivizes digital marketers to track and push for local keywords on your website. By doing so, businesses grow closer to clients who are most likely looking for services and products they can access from their location, thereby making your marketing efforts effective and converting more leads to sales. To make your business rank in local searches, SEO companies optimize content on your website according to your business’ local reach and send out content that carries location-specific keywords.

SEO companies may also get creative with the services they offer and the efforts they employ. Most companies now manage paid campaigns on top of organic keyword search efforts. This allows businesses to gain the best of both worlds and maximize their rank in search results. Some even offer social media management services, posting content from your website to your business’ social media profiles, responding to customer queries, listening in on trending conversations in your industry to build your brand’s community online.

SEO is no stranger to change. With the evolving dynamics of online marketing and the constant rise of new ways to engage an audience, the field also keeps on adapting creative new ways of doing what it does best: connecting businesses and potential clients who are yet to find each other.

Stay found by mixing SEO with paid ads and social media. Get started with 360 Business Local by calling (416) 619-7935 today!

online marketing

Start Fresh: Constant Reinvention for Best Online Marketing

The way people react to and digest information they find online is now a factor in how a website is received by an audience and ranks according to their preferences. Websites that remain constantly relevant to its target audience rank well, and those that don’t are pushed down in search result pages. Older websites are then challenged to reinvent themselves and discover new ways they can adapt to trends to come back on top. A great way to adapt to new online marketing trends is by relaunching your old website with new features that appeal to your target audience.

Here, we’ll learn about a few useful tips to keep in mind when preparing for a website relaunch, as well as what we can continuously do to make a new and improved website a success in the market.

Prepare for your website relaunch with a top online marketing firm. Contact 360 Business Local at (416) 619-7935 today!

Pre-launch Audit

While some website managers opt to wait for real-time information about how well their relaunched websites are performing, it helps to conduct an audit on your website in its testing stage. This aims to catch and correct errors on the new website before it goes live.

A pre-launch audit allows owners to compare the changes made between their old and new site and ensure that the point for the relaunch is satisfied. This also helps owners see the difference in their past and current online marketing efforts, tracking their growth and recognizing the potential a relaunched website has in attracting visitors and converting these visits to profit.

A typical pre-launch audit looks at five different factors: current analytics, technical issues, site content, internal links and benchmarking against high-traffic keywords.

  • Integrating Analytics

Since a website relaunch is not the same as building a completely new website from scratch, it’s important to make sure that your site’s analytics continue to show data from the old site and its relaunched version. To make the best decisions based on your site’s performance and track the effectiveness of your online marketing efforts, you need to be looking at data that integrates both versions of your website. This allows you to determine whether your relaunch efforts succeed in bringing new traffic to your business. Failing to integrate data from your old site will result in a skewed measurement of performance and may cause you to make misinformed decisions regarding your online marketing efforts and targets.

  • Catching Technical Issues

As with anything that’s new and may be untested by a large audience, a relaunched website can also be susceptible to technical issues.

Business owners or their web design firms should catch potential errors before the new site goes live. Watch for factors such as the time it takes a relaunched page to load successfully, the functionality of newly integrated commands and the appearance of its new layout and ability to display newly added elements such as design and images.

Needless to say, a relaunched website that proves to be far from fully functional defeats its own purpose and negatively impacts a business’ online marketing efforts. If your relaunched website experiences technical issues, it’s more likely to drive site visitors away, instead of being able to use your new site as an effective marketing tool for conversion.

Whether as the owner you opt to redesign the website yourself, or you choose to work with a web design firm, it’s important to turn your test site inside out and repeatedly test for any of these technical components to make sure your online marketing efforts truly succeed with a relaunched website.

  • Checking the Market

The goal of re-launching a website is to improve online marketing efforts and generate more leads and sales. To successfully determine an online marketing strategy, it helps to check how your market moves and what appeals to your audience.

You can check for trends by looking at high-volume keywords and top sites that are able to effectively direct search engine users to their business. You can also check how your old site ranks for these high-traffic keywords and track your improvement with a relaunched website in the long run.

  • Reviewing Your Content

Perhaps the single most important reason that drives business owners to relaunch their website- content – which makes every site what it is. Content determines how websites are found and how a business’ online presence ultimately leads to the success of its online marketing efforts.

Business owners with poorly updated websites are driven to relaunch their websites, repackage their content and introduce their business to potential clients through a fresh version of their site.

When updating your site’s content, it’s important to review what was already published before and create continuity by organizing upcoming content according to what your business’ market is abuzz with. Updated, relevant and trending content guarantees the success of your online marketing efforts, as it helps potential clients find you better and assures them of your standing in the market.

Successfully keeping content fresh requires reviewing your SEO efforts and making sure that your site has content for what it’s supposed to be found by search engines for. This means updating your list of keywords and making sure that your site’s articles, images, descriptions and titles reflect the keywords you want to be found and bring in business for.

  • Building Links

As with encountering technical issues on your site’s elements, internal links are also susceptible to issues in relaunched websites. When sites are redesigned and their code is updated, some links may be broken in the process, failing to redirect from one page to another. A website is as strong as its internal links, much like building blocks.

Each section of your website should be connected to form a whole to make sure that all parts of it are found on search engines, especially that searches these days are becoming more specific to better match users with exactly what they need. It’s important to test your redesigned site’s links, making sure that its pages are connected to effectively market your business online as a whole. An example is checking for links between blog articles and product or service pages, and these product pages to contact forms for closing deals. The more links your site has, the more likely potential clients find everything you offer and encourage them to do business with you.

Maintaining Your Efforts

The real test of your online marketing strategy and efforts begins when your website is relaunched. From this point forward, you will need to continuously audit your site, update content and track your rank and performance against high-traffic keywords and see how much your business is improving. You will also want to track how well your relaunched site converts leads generated online to actual sales you make. Maintaining a functional, high-traffic website is a constant challenge and it will always take innovation to stay on top of the game.

Take your business to the top with online marketing. Relaunch your website with 360 Business Local! Call us at (416) 619-7935 today!

photodune-3354876-yahoo-xs

Yahoo Shakes Up Mobile Advertising: 4-Point Breakdown From a Markham Internet Marketing Firm

A recent teleconference discussing Yahoo’s earnings revealed some information that could change the way Markham internet marketing companies operate.

On October 20th, Yahoo CEO Marissa Mayer revealed to reporters that the popular search engine runs a unique algorithm for mobile search results.

This is an interesting development for our Markham internet marketing experts; while many people had become familiar with the concept of mobile-optimized websites, Yahoo has seemingly taken this strategy a step further by mobile-optimizing their search engine experience.

Mayer described Yahoo’s unique algorithmic search on mobile as being a key part of their brand’s commitment to providing “rich card experiences” that would be more “action-oriented.”

Yahoo’s “Slurp,” their dedicated search bot crawler, has been observed in action by Markham internet marketing agents and webmasters around the world. Yahoo Slurp results have been instrumental in populating the brand’s widely-criticized “knowledge graph” for some time, though it has been noted that Slurp’s crawling speed has dropped considerably in recent weeks.

What else did Yahoo SEO Marissa Mayer have to say about this new algorithm?

  • Mayer reports that the ultimate goal of Yahoo’s unique algorithm is to enhance the user experience. However, the technical details of Yahoo’s algorithm seem more geared towards Markham internet marketing experts and small business owners looking to drive conversions.
  • Mayer revealed that over 50% of mobile search results and experiences are generated with their organic technology, with the end-game goal of inspiring users to take more actions.
  • Mayer stated that “action-oriented ads” actually improve the search experience for most users by providing solutions that are relevant to the audiences’ inquiries. If you are running a search for “Markham internet marketing company,” you are probably looking for the services or knowledge of an SEO team; accordingly, an ad for 360 Business Local with a helpful overview of available services and clear “contact” button would improve your online experience, rather than detract from it in the way we typically think ads do.
  • Mayer made multiple mentions of the Gemini platform. Gemini is Yahoo’s advertising solution, and may be worth a closer look from Markham internet marketing firms. Though Google is by far the dominant advertising channel, companies looking to empower their success could benefit from Yahoo’s dedicated ad service to reach untapped audiences. Gemini allows you to create your ad, place it in front of Yahoo audiences within minutes, and set/track your budget as you’d come to expect with Google Adwords. However, the focus on Yahoo audiences, and mobile users via a dynamic experience, makes this advertising channel worthwhile.

So what have we learned?

Though it is often difficult for Markham internet marketing companies to acknowledge any search platform outside of the Google network, Yahoo may offer something worthwhile for business owners looking to optimize their search. We know that mobile audiences are hugely active and influential, and Yahoo/Gemini’s commitment to engaging this huge market via dynamic advertisements could pay dividends to business owners who have saturated Google search listings already.

Of course, your mobile marketing strategy will depend entirely on you. If you are seeking a Markham internet marketing company to advise you on your advertising campaign in Canada or elsewhere in the world, our experts can help; visit https://www.360businesslocal.com/services/mobile/ to find the best approach for your mobile marketing – maybe Yahoo is right for you!