7 Essential Tips for Effective AdWords Copy

There are lots of elements of your Google AdWords campaign that are important. This includes the copy of your ad. You don’t have much text to work with, though, so how do you make sure you get the right message across while also encouraging potential customers to click on your ad?

Here are some tips:

1. Include Keywords, But Not Too Many

Including keywords in your ad will help improve your quality score which will lower the CPC (cost per click) of your campaign and, ultimately, the cost per conversion. One of the primary reasons for this is that keywords demonstrate to the person doing the Google search that you have an answer to their query.

Remember, however, keyword stuffing (where you include as many keywords in your ad as possible) will have the opposite effect, i.e. it will reduce the effectiveness of your campaign.

2. Be as Specific to the Target Keyword/s As Possible

Your ad copy should relate to the keyword as much as possible. For example, if a person is searching for “exterior painting services”, the copy of your ad should talk about exterior painting rather than painting rooms and other interior parts of a house.

3. Focus on the Perspective of Your Potential Customer

One of the biggest problems with AdWords copy is writing about your business, what you can do, how good your products or services are, the discounts you offer, etc.

People looking at your ads, however, are more interested in their own problems. These are the things you should be talking about in your ad.

Let’s use a painting company as an example again with a user searching for a painter with experience of renovation projects. Instead of the painting company including generic text in their ad talking about their painting expertise, they should start with something like “Need a Painter with Renovation Project Experience?”. This is an example of ad copy that is focused on the customer.

4. Test Multiple Versions

Even experts who manage budgets of millions and write several AdWords ads per day test the copy they write. You should too.

With AdWords, you can run split tests where you have two ads running at the same time to see which one is best.

5. Use Ad Extensions Where Possible

Ad extensions increase the visibility of your ads as well as making it easier for people to find what they are looking for. They can also make it easier for people to contact you.

The ad extensions you should include in your ads are:

  • Sitelinks
  • Callouts
  • Structured Snippets

6. Include a Call to Action

It’s important you include a call to action in your AdWords copy to encourage the user to click. The call to action should be as direct and positive as possible.

7. Use the Word "You"

Finally, make sure you use the word “you” in your ad copy. This will help you talk about your potential customer, what is important to them, how you can help, and how they will benefit from choosing you rather than one of your competitors.

Crafting Effective AdWords Copy

While it takes experience and practice to get right, the above are all essential elements you need in your AdWords ad copy to get the most from your campaigns.

How Adding a Blog to Your Website Will Help You Get Sales

Adding a blog to your website may seem like a daunting task. Even when you get through the technical part of creating a blog section, how are you going to write content to keep it regularly updated?

Add this to the fact that many people find it hard to identify a tangible return on investment from adding a blog to their website. As a result, they don’t.

Even when people do, they don’t know where to look to see how the blog is benefiting their business. The blog section then becomes neglected.

The reality, however, is that adding a blog to your website and keeping it regularly updated will get you sales. Therefore, you will get a return on investment from having a blog on your website.

The Blogging Strategy

Blogs give Google more content to evaluate when looking at your website. The result is that Google will add your website (via the blog page) to the search results pages of more keywords. In addition, many of those keywords will be longtail keywords where people are looking for very specific information. These keywords usually have little competition, so it is easy to rank in a high position.

For keywords that are more competitive, there are things you can do to help you move up the rankings:

  1. Wait – older content typically ranks higher in Google than brand new content. So, wait it out a bit.
  2. Keep it up-to-date – you must keep the content up-to-date, however. This ensures Google knows the blog is not only well-aged but is also fresh. For example, let’s say you write a blog with the title Top 10 tips for Buying a Diamond Engagement Ring. The longer it stays published the better, so long as you go back to it regularly to update it with new information and to remove anything that has become obsolete.
  3. Promote the blog – the next thing you need is links. There are lots of strategies you can use to achieve this, some of which can be quite expensive and/or time-consuming. There are some simple things you can do, however. This includes sharing the blogs you publish on social media as well as in your email marketing campaigns (if you don’t use social media or email marketing, you should consider starting).

How the Above Blogging Strategy Gets You Sales

When you do all the above, your website will:

  • Appear in Google for a greater number of keywords
  • Appear in a higher position for those keywords

Three main things will result from this:

  1. More people will see your brand on Google
  2. More people will visit your website
  3. Your reputation in the industry will be enhanced

This, in turn, will lead to customers thinking of you when they are making a buying decision. After all, they will already have had an interaction with your brand. They could do this immediately after doing the Google search and reading your blog, or it can happen hours, days, weeks, or months later.

It’s a simple equation – more of the right type of person visiting your website will increase your sales.

So, speak to Kiwi Website Design today about getting a blog added to your website or full SEO Services.

Best Email Marketing Tips to Increase Engagement and Subscribers

Many businesses in New Zealand use email marketing to find new sales and leads. You can do the same, but you first need to take steps to build your list of email subscribers. You then need to increase levels of engagement with the emails you send.

Let’s start with how to increase subscribers.

Tips to Increase Subscribers

  • Offer visitors something they will value – one of the best ways to get people to sign up to your email marketing list is to offer them something they will value in return for their email address. An eBook is a good example, particularly if it is on a highly relevant topic. Reports, white papers, and other types of exclusive content will also work.
  • Give subscribers exclusive offers or discounts – you can also give subscribers to your email marketing list a special discount, or you can give them access to exclusive offers.
  • Make the signup process simple – to maximise the numbers of people who sign up to your email marketing list, you need to make it as easy as possible for them to do so. Ideally, you should ask for very little information as the more fields you ask visitors to complete, the less likely they are to sign up.
  • Add an option to signup on your contact forms – you should also include a tick box on the content forms on your website.
  • Ask people to sign up – finally, make sure you ask people to signup with a clear call to action.

Also read: Top Reasons Your Website Is Not Ranking

Tips to Increase Engagement

Increasing engagement on your email campaigns means getting subscribers to open the emails you send and then to click on the links.

  • Personalise your newsletter campaigns – you should personalise the emails you send as much as possible. This can include, for example, using the recipient’s name in the subject of the email as well as addressing the person by name in the body of the email.
  • Segment your email marketing campaigns – it is also helpful to segment your subscriber list, so you can send content that has greater relevance. You can segment by location, for example, or by interests.
  • Ensure your emails have fantastic content – subscribers won’t open the emails you send if they are not interested in the content. Therefore, the content of your emails must get their attention.
  • Get the frequency right – sending emails too often will turn people off and will result in them not engaging with your newsletter campaigns. Some will even unsubscribe. On the other hand, you can also send emails too infrequently. Getting the right balance is, therefore, essential.
  • Write catchy subject lines – the first step of getting subscribers to engage with your email marketing campaigns is to get them interested in the email. This mostly comes down to the subject lines you write. They should be compelling, personalised where possible, and interesting.
  • Send a welcome email – the email you are likely to get the most engagement with is the welcome email. It is usually an automated email that your email marketing system sends immediately after a person signs up. This is when the subscriber is most engaged with your brand, so make sure you customise the welcome email and add content that will help turn the subscriber into a customer.

Here is one final bonus tip that will help with both building your subscriber list and increasing engagement – test, measure, and optimise.

Choosing an SEO Agency Auckland

You are probably reading this because you want to get more traffic to your website from Google and need help to achieve this goal. This means hiring an SEO agency Auckland. The problem is, there are so many companies and consultants out there – how do you make the right choice?

Here are some tips and ideas to ensure you get the right SEO agency Auckland as well as maximum return on investment.

When It Comes to SEO, Experience Counts

As we develop and implement strategies for companies on a daily basis, we know for a fact you learn something new about SEO every day. This could be something small, but it all builds to a broader scope of knowledge that enables you to offer a service that achieves the best possible results.

Therefore, experience in the SEO industry counts.

When looking at SEO agencies in Auckland, make sure they have direct experience delivering SEO projects, ideally for companies similar to yours.

It is important to remember when considering experience that knowledge of SEO and experience of actually implementing SEO strategies are two completely different things. When you start looking for an SEO agency to work with, you will encounter many so-called and self-appointed experts. Just because they can talk the talk, however, doesn’t mean they can deliver in the real world.

There simply is no substitution for practical SEO experience.

Certifications and Qualifications Indicate Skill Levels

Certifications and qualifications are not an essential requirement, but they can indicate commitment as well as demonstrating the SEO agency’s skills.

There are lots of certifications and qualifications you can get in SEO, with some more prestigious and weighty than others. At Kiwi Website Design, we have chosen to focus on Google certifications, becoming a Google Partner. After all, Google is the most used search engine in New Zealand.

References and Testimonials Are Important

References and testimonials can also help you decide which SEO agency to choose. When reading references or testimonials, look for specific information, including details of results achieved. This is much more useful in your decision-making process than generic information.

Also, if you know any of the individuals or companies who have given the SEO agency a reference, pick up the phone and call them. Asking them directly about their experience will make you even more informed.

A Clear Strategy and Plan are Essential

Any reputable and worthwhile SEO agency will also give you a clear outline of the strategy they will implement as well as a plan for doing so. Before going any further, if an agency promises they will get you to number one spot on Google, you should be very concerned. Such promises cannot be kept so are simply hot air.

What should be in the strategy and plan, then? The SEO agency should first tell you exactly what they are going to do. Therefore, you should not put up with vague statements. Also, don’t let them drift into jargon and technical language as it really isn’t necessary.

It is also important you get an understanding of the SEO agency’s keyword strategy in relation to their overall plan, i.e. how will they identify keywords and how will they optimise your website for those keywords?

Crucially, make sure the agency focuses on keywords that will deliver results for your business. This means keywords that have buying intent. So, if you are a painter, for example, an SEO agency could include the keyword “painter” in its plans. However, better keywords to target are “painter in Auckland” or “painting services” or “painting services in Auckland” as these all indicate a stronger buying intent than “painter”.

Avoid Strategies Google Considers as Spam

Make sure you confirm with the SEO agency they will only use what is known in the SEO industry as “white hat” techniques. White hat techniques are the opposite of black hat SEO techniques.

Black hat SEO involves using techniques designed to get around or trick Google’s search algorithm. Google refers to this as spam. If caught, using these techniques result in severe penalties that can include getting dumped out of Google’s search results completely. Also, just to make the previous sentence clearer, “if caught” doesn’t sufficiently describe the risk as most websites using black hat SEO techniques do get caught.

Why would an SEO agency ever consider black hat SEO given the risks? This is a good question and the answer is that black hat SEO can deliver fast results. However, over the medium and long-term, any initial results will be completely wiped out with the website often ending up in a worse position.

Therefore, you should only use an SEO agency that uses white hat techniques exclusively. You should also remember that SEO does not deliver immediate results. Instead, you should aim for consistent improvements over the longer term.

Focus on Return on Investment Rather than Cost

The final tip for choosing an SEO agency Auckland is to focus on return on investment rather than cost. Of course, you will have to choose a quote and proposal that is within your budget. However, there is no point going for a cheap option if it doesn’t deliver results.

Remember as well: SEO takes time to deliver real gains for your business. Therefore, make sure the contract you agree is for a long enough period of time to achieve results. How long will that take?

The answer to this depends on a range of factors. For most businesses, however, you will start seeing initial results after three months with more tangible indications of success after around six months.

Making a Choice for the Long-Term

The final thing you should be aware of when choosing an SEO agency Auckland relates to the fact that SEO is an ongoing process. It is also a process that requires consistency. In an ideal situation, therefore, you will choose an SEO agency who will work with your business over the long term.

As a result of this, make sure you like and trust the people you are dealing with. They should have a commitment to delivering for your business and a willingness to work with you for as long as it takes. This will make the process of SEO easier as well as delivering better results and a better return on investment.

Getting the Best from Your Relationship with an SEO Agency

Developing a successful and fruitful agency-client relationship is a two-way effort which takes time. Therefore, it is important to work cohesively together and to share the same vision.

The relationship between your company and an SEO agency in Auckland is a business relationship, so, like all business relationships, it can get complicated. After all, you are paying for a service and your company’s earning potential is on the line. With this, there are many pitfalls which can cause trouble for both parties. This particularly applies when you use an SEO agency that doesn’t have a proven track record of success.

There are a few key ways that the client-agency relationship can come under pressure, and there are many ways to get out of this rut when it happens. These issues are more common where companies do not understand SEO. After all, you hire an SEO agency to get access to their expert services.

When trying to get the best out of your agency-client relationship, try to look at yourself from the agency’s perspective; what would you be looking for in a client if you were them?

When you do this, you will get the best results for your website and your business.

Communication is Key

At the start of your client-agency relationship, you should draw up a communications plan or structure. This should include:

  • The reports and other information you expect to receive as well as when you will receive them
  • Who is your day-to-day contact and how do you get in touch with them
  • Who is managing your account and how do you get in touch with them
  • How often will meetings take place and how will they happen, i.e. in person, by telephone, by conference call, by Skype, etc

By having a communication plan or agreement in place, your expectations are set which helps avoid issues in the future.

Managing Expectations

One issue that can occur when working with an SEO agency in Auckland is diverging expectations. In other words, what you think the SEO agency will do for your website and the reality.

Often this divergence occurs because there are so many dodgy SEO providers who promise the sun, moon, and stars to Kiwi businesses, often for $100 or less. Put simply, if it was that easy, everyone would do it.

So, don’t expect a guaranteed top spot on Google, particularly if it means dislodging one of the Internet’s giants in order to achieve it (taking on Amazon, for example). Similarly, be very cautious of any company offering you this result.

So, what is a realistic expectation? Here are some performance indicators you should use:

  • Your website should achieve better rankings over a consistent period of time than it did before
  • Traffic to your website should increase
  • Conversions should increase too

Five Simple Ways to Get the Most from Your Client-Agency Relationship

Building relationships is never easy. However, there are a few key considerations which you should keep in mind when trying to build a professional relationship with an SEO agency. You probably won’t be surprised to learn it’s a lot different to building a casual one!

1. Stay in Touch

Adding on to the communication point above, it is important to stay in regular contact with your SEO agency. Yes, you’re busy – that’s understandable – but if an SEO agency doesn’t get input from you for weeks or even months on end, and you are not properly reviewing your SEO reports, it’s hard for them to move forward.

Therefore, it is important to respond to all communications from your SEO agency and properly review any reports they send you. If you don’t do this, you run the risk of slowing down progress or missing opportunities.

Don’t Overdo It, Though

A good SEO agency in Auckland will always keep you updated, so it shouldn’t be necessary for you to keep dropping in on them for more information or updates. In fact, it can be detrimental to progress.

You hired them to do a job and you should let them get on with it. This will allow them to spend more time on your project and less time on the phone or responding to emails.

Most SEO agencies send monthly reports which have all the information you need about your SEO campaign.

Open Up About Your Business

Your SEO agency needs to understand your business in as much detail as possible. This means you need to open up about it in as much detail as you can. The more information you divulge, the better placed they will be to help you achieve the best possible results.

Reputable SEO agencies are open about their strategies and what they are doing to improve your site’s rankings, meaning you are always in-the-know. That said, your SEO agency should be in-the-know too.

Treat Your Agency Like It Is a Part Your Team

If you treat your SEO agency like it is a member of your team, you should see better results.

Examples of this include involving the SEO agency in the day-to-day decision-making process of anything that has an impact on your website or overall digital marketing strategy.

Report Back to the Agency

Do you feel you’re not getting value for money? Are you finding it difficult to determine whether you are really seeing results? Sometimes, it can be difficult to figure out if you are making progress, even when there is progress. So, never be afraid to ask the question.

Remember, though, that marketing does not happen overnight. Instead, it is a long-term process that can take many months before you will see substantial results. The payback is those results will also last for the long-term.

Although you do need to be patient and let your SEO agency do what they are good at, it is also important that they know when you are dissatisfied or confused so they can change up their strategies or clear things up for you.

Getting Results

Hiring an SEO agency is a huge step for any business, especially new start-ups. It is, therefore, important you work hard to develop a fruitful professional relationship which has the potential to deliver the results you want.

This relationship is not a one-way street, however, as it requires input from both parties. Any good SEO agency in Auckland will know this.

Everything You Need to Know About Mobile SEO

Smartphones are not just for younger generations anymore. In fact, one of the fastest growing demographics for smartphone and general smart device usage is the 55 – 64 age bracket. In other words, smartphones have taken a serious grip on our society and, for many of us, they are the first things we check when we wake up in the morning, we carry them around with us always, and we use them more and more for day-to-day tasks.

Consequently, smartphones have changed the way we engage with not just each other, but the internet itself. One area where smartphones have had the largest impact is SEO as mobile SEO helps businesses and brands reach potential customers. Therefore, it is not something which can be ignored.

Why is Mobile SEO Important?

Mobile traffic towers over desktop-based traffic. Each day, more people become reliant on smartphones to perform even the most basic of tasks. They are all-encompassing pieces of technology which house our lives. To take advantage of this and reach the people using them, you need to have a mobile SEO strategy.

Google studies have shown that smartphone users have more buying intent than their desktop counterparts – these people are there and waiting, ready to buy, and it is your job to ensure your website is one of the first results they see when performing a Google search.

Many webmasters assume there is no difference between desktop and mobile SEO, however. This is wrong. Yes, desktop SEO tactics do work for mobile SEO in some ways. However, desktop SEO and mobile SEO are not wholly interchangeable, so it is best practice to have two separate SEO strategies.

Google is Beginning to Prioritise Mobile

This year, Google will switch to a mobile-first index, making the importance of mobile SEO clear beyond doubt.

What does this mean? Previously, Google stored the desktop version of your website in its index. Now, however, it will use the mobile version instead. This doesn’t mean it will ignore the desktop version of your site. Instead, it now gives greater priority to the mobile version.

Even if your website is not geared towards a smartphone audience you still need to optimise it for mobile. The most efficient approach is to make your website responsive. If you don’t have a responsive website yet, you should make this your number one digital marketing priority. As a website development and SEO company in Auckland, we can help you do this.

What Does Google See As “Mobile”?

Many people consider smartphones and tablets as mobile devices. However, Google categorises tablets as devices in their own right and does not include them under the “mobile” umbrella.

This means Google only considers smartphones to be mobile devices. This isn’t a hugely important point though, because the idea with SEO is to optimise your website for all devices, not just smartphones – i.e. by making your website responsive.

Mobile SEO – Five Essential Tips

Your website needs to be optimised for mobile so that, regardless of the user’s device, everyone has a positive experience. Mobile SEO mostly relates to your website’s design, structure, and other technical aspects. Here are our five essential mobile SEO tips:

1. Focus on Speed

Google expects websites to load in half a second or less. In addition, research shows that a loading time which exceeds more than two seconds is enough to put off most consumers. Ensuring that your site loads quickly is crucial to ranking highly on both desktop and mobile search results pages. Simple speed optimisations include:

  • Correctly sizing your images
  • Removing unnecessary code
  • Utilising browser caching to store site resource files
  • Reducing the number of redirects on your site

2. Have a Responsive Design

Responsive designs are the way forward for mobile SEO and SEO in general. If you use WordPress or other content management systems, most modern themes come responsive as standard. Also, it is possible optimise existing website designs and themes by adding a few lines of code.

To get the most stable, functional, and visually attractive website, however, you should get a bespoke responsive theme.

The best responsive designs eliminate all flash elements and pop-ups plus they have a design that makes it easy to browse using a finger, reducing the possibility of accidental tapping of elements.

3. Optimise for the Local Area

This applies mostly to businesses that have a localised presence such as a physical premises or offices. If you do operate a physical location, it is important you optimise your website for local searches.

There are two ways to do this: a) include your city/town/region in your site’s content, in page titles, and in page meta descriptions, particularly the homepage; and, b) sign up for Google My Business, a free tool that lets you add important details about your business to Google such as opening hours and contact information.

4. Check for Blocked CSS, JavaScript, and Images

CSS, JavaScript, and images can enhance your website but there used to be a time when mobile devices could not properly support them. As a result, many web developers blocked them for mobile devices. Developers may also have blocked these elements because of mobile data concerns.

Today, however, these elements are crucial for helping Google determine whether you have a responsive site. Therefore, it is worth checking that your website isn’t blocking them, especially if your website has been around for some time.

5. Optimise Page Content

Remember, with mobile devices, you have much less screen space to work with. Also, the layout is different than a desktop as most people browse websites on mobile devices while holding them in a portrait position. In other words, they look at your website vertically rather than horizontally.

This means you should think about the layout of the content on your pages. Long paragraphs of text are a simple example as they could fill up all or most of a mobile screen. This is off-putting for visitors.

So, when writing content and structuring the layout of your website, always think mobile.

Mobile SEO Shouldn’t Be Scary

Many webmasters have been up in arms about Google’s mobile first index. However, mobile devices are the future and it makes sense that you optimise your website for them. Doing so will only deliver benefits, particularly over the long-term.

So, how do you know if you have a mobile optimised website? Here are some questions to ask:

  • Does your website load quickly on mobile when on a mobile network, i.e. not on a Wi-Fi connection?
  • Does your website look good on your phone and on any other phone or tablet you can check it on?
  • Does all the content on your website display on mobile?
  • Do all the features and functions of your website work on mobile?

If you are unsure about any of the above, you should get the help of an SEO agency in Auckland.

8 Common SEO Myths

As e-commerce expands, Search Engine Optimisation (SEO) is increasingly important for small business owners. If you want to ensure you can compete with your online competitors, it’s important you optimise your website for search engines. If you have little experience in digital marketing or website building, however, it’s easy to get overwhelmed by the amount of information online. As a leading SEO agency in Auckland, we see this all the time.

After all, there seems to be a million SEO experts on the internet and they often present conflicting information. False information about SEO can damage your website and your brand, so it’s important you approach the process with confidence. That means avoiding the myths that continually pop up on many SEO blogs and sites.

In this article, we’ll take a quick look at the top eight SEO myths to help you navigate away from any basic mistakes.

Myth 1: Keyword Saturation Helps SEO

This is one of the oldest myths in the book. Website owners looking to boost their search engine results often load their content with keywords. While this might seem like a sure-fire way to improve your returns, Google and other search engines can easily spot this technique.

In fact, Google has been using technology to spot keyword saturation for more than ten years. There’s another problem too: not only will keyword saturation damage SEO, it also makes your website appear less legitimate to customers.

So, make sure you spread keywords throughout your content, don’t repeat them too often, and ensure they appear naturally.

Myth 2: Purchased Engagement Improves Rankings

One way to improve your SEO is to increase engagement with your website. In other words, when other websites and blogs link to your site, your credibility improves in the eyes of Google. However, this has created an entire industry dedicated to creating page engagement for clients looking to enhance their stats.

While this can sometimes work in the short-term, using manufactured engagement usually damages your page ranking. Search engines are now better at recognising fake or ‘spammy’ interactions, plus social media sites also work hard to spot fake engagement, penalising companies who engage in the practice.

So, the irony is, real engagement with your company is likely to fall if you use fake engagement.

Myth 3: Site Security is Irrelevant

Several high-profile hacks have made the news in recent times – many large companies have fallen victim to professional hackers looking to exploit personal data and information. If you own a small business, you might not think cybersecurity is applicable to you. Google, however, takes security on the internet very seriously.

While it isn’t one of Google’s core ranking factors at the moment, there’s no doubt security will play a larger role in determining search results in the future.

In addition, some web browsers also notify users when a site is not properly secured. This increases the chance that visitors will abandon your site without any interaction. So, there’s never been a better time to invest in site security.

Myth 4: Loading Your Homepage with Content is Beneficial

There is a lot of conflicting information online about how much content your homepage should include. Many people view their homepage as a segue to other parts of their site. This often results in a small amount of content on the homepage.

However, recent trends indicate homepages should also include optimised keywords and content. In fact, it’s thought most homepages should contain around 2,000 words of high-quality content with related keywords.

This word count also acts as a threshold, however, as loading your homepage with more content than this is unlikely to significantly enhance your SEO.

Even when you have a lot of content on your homepage, you should still link to other areas of your site as internal linking is important to SEO too.

Myth 5: Mobile Optimisation Doesn’t Matter

When SEO first became a thing, all e-commerce took place on traditional computers and laptops. This meant web designers solely focused on building traditional web pages. This has changed as responsiveness is now a key factor in SEO. Responsive websites “respond” to a user’s device, so they display and work properly, including loading quickly.

If you don’t optimise your site for mobile browsing, you will fall behind your competitors. This is because mobile optimisation is now a ranking factor in Google’s algorithm when users search on mobile devices.

Plus, mobile browsing is now more prevalent than traditional browsing. So, optimising for mobile not only improves the ranking of your website’s pages, it also improves user experience.

Myth 6: Content is the Only Thing That Matters

If you’ve read about SEO recently, you probably noticed a commonly used phrase: content is king. While it is true that creating authentic and useful content is one of the best ways to improve consumer engagement, keywords are equally as important. If you create great content that doesn’t include the keywords users search for, they may not be able to find your site.

The key is to use relevant keywords to produce insightful and thoughtful content. You should approach this process comprehensively, optimising each page of your website with keywords.

Myth 7: Investing in Google Ads Will Improve SEO

There are a lot of short-cut myths out there with some business owners looking for an easy route to improve SEO. One of the most common shortcut myths is the idea that purchasing Google Ads will improve your SEO, i.e. if you pay Google, it will reward you with better organic rankings.

While this method might sound plausible in a cut-throat business world, it doesn’t actually work. You can’t use Google Ads as a bribing technique to improve your page ranking.

Google Ads will improve user engagement and increase traffic to your website by targeting visitors that are likely to benefit from your site or product. If you want to improve your ranking in organic search, however, you need to implement an SEO strategy.

Myth 8: Link Building is in the Past

The fact that this myth still does the rounds is quite baffling as link building remains a major Google ranking factor. As mentioned above, though, you shouldn’t try to cheat the process by purchasing backlinks. You’ll achieve the best results if you naturally earn links from authoritative websites. You can do this by creating great content and engaging key individuals and websites in your industry.

Verdict

If you’ve fallen for one of the myths mentioned in this article, you’re not alone as there are plenty of small business owners in the same position. After all, search engine optimisation is a constantly evolving area, not least because Google and other search engines update their algorithms and technology on a regular basis.

Therefore, it’s important you stay aware of the common misconceptions in the industry. If you want to avoid wasting time and money, only use SEO techniques that improve your page rank. While SEO might sound difficult and confusing, avoiding traps is crucial to moving forward successfully.

If Your SEO Agency in Auckland Only Targets Popular Search Terms, It’s Wasting Your Money

When people think about SEO, they often think quantity. This usually means targeting the most popular search terms (keywords) and getting as much traffic to your website as possible. However, a high-quality and results-focused SEO agency in Auckland will not take this approach.

This is because one of the main reasons SEO strategies fail is because they target the most popular search terms. In most cases, this approach doesn’t deliver a return on investment.

Why People Target Popular Keywords

Popular keywords get hundreds or even thousands of searches a day. However, these search terms usually have two things in common:

  • They are very general
  • They are highly competitive

Despite this, many people still want to target these keywords because they are attracted to high volumes of searches. As a result, the most popular search terms often end up in SEO strategies.

There is a better way, though – target keywords that have much fewer daily searches. These are known as long tail keywords.

The Beauty of Long Tail Keywords – Return on Investment

Adopting an SEO strategy that targets keywords that are less popular may seem counterintuitive at first. After all, you probably want to get as many visitors to your website as possible.

Consider this question, though: do you want lots of visitors to your website or do you want to get more sales? For most businesses, the second option is the obvious answer.

Keywords that have fewer daily searches are usually the best way to achieve a boost in sales. One of the reasons for this is they are more specific, i.e. they are used by people when they are closer to a buying decision.

In addition, there is usually less competition when you target long tail keywords. Less competition means it is easier to rank higher on Google search results pages.

Also, long tail keywords usually achieve higher conversion rates, particularly when the keyword indicates buying intent.

Let’s summarise this:

  • Long tail keywords are less competitive – this makes it easier to achieve a high rank in Google
  • Conversion rates are better with long tail keywords – according to some research, long tail keywords have conversion rates that are 2.5 times higher than shorter keywords

A Practical Example

To understand the benefit of long tail keywords, think about the buying journey for your products. Let’s say, for example, you sell bicycles. A woman thinking of buying a new bike might start her research by using the keyword “bikes” in a Google search.

From an SEO perspective, “bikes” is a popular search term so will have a lot of daily searches. However, it will also be very competitive with major retailers and international bike brands appearing on the search results page, making it hard to rank in a high position.

In addition, even if you do manage to get a high ranking in Google for “bikes”, a click from this woman is unlikely to result in a sale as she doesn’t know what she wants yet.

From this initial search, the woman decides she wants to by an urban/commuter/all-rounder bike from one of the leading brands. So, she starts doing Google searches to help her find a bike that appeals to her:

  • “women’s urban bikes”
  • “women’s bike brands”
  • “women’s commuter bikes”
  • “women’s all-rounder bikes”

These search terms are long tail so will have less competition than the keyword “bikes”. They will also have fewer daily searches, but the keywords are more specific, i.e. the woman is getting closer to making a buying decision.

She is not there yet, though. While doing these searches, however, she discovers the bike brand Liv and decides she wants to buy the Liv Rove 2. So, she goes back to Google with a new set of searches:

  • “Liv Rove 2 stockists”
  • “Liv Rove 2 in Auckland”
  • “Liv Rove 2 price”
  • “Liv Rove 2 offers”
  • “buy Liv Rove 2 in Auckland”

These search terms have more words than the list above, so they are likely to have even fewer daily searches. However, they are also very specific and indicate a strong buying intent, i.e. the woman is ready now to make a purchase.

So, in this example of a woman buying a bike, it is better to rank well for the last set of keywords than the main keyword in this industry, “bikes”. After all, the websites that rank highly for the last set of keywords are likely to get the sale.

The second batch of keywords is important too, though. This is because you can start building up brand awareness with the woman, as well as demonstrating your knowledge of the industry. For example, you could have a page on your website with the subject Women’s Commuter Bikes which gives details of the different styles, features, and brands of this type of bike.

Then, when the woman does the more specific search, she will already be familiar with your brand when she sees your website on a search results page.

Most Google Searches Are Long Tail

Here is a fact you might not be aware of – 70 percent of searches on Google involve long tail keywords. That’s right, high-volume keywords like “bikes” make up only 30 percent of all searches on Google.

Other research shows that over 96 percent of searches are for keywords that get less 50 searches per month.

What does this mean? While your competitors chase the highly competitive short keywords, you should concentrate on the huge volumes of people who are searching for long tail keywords in your industry every day.

What You Should Do Now

If you look after SEO in-house in your business, you should incorporate long tail keywords into your strategy. If you use an SEO agency in Auckland (or are in the process of selecting one), you should make sure it includes long tail keywords in the strategy it implements for your business.

What should that strategy look like? There are four important steps:

  1. Identify the keywords you will target – the first step is to research long tail keywords that people do use and that have buying intent. These are the ones you should be interested in.
  2. Research the keywords – the next step involves checking the pages that currently rank for your target keywords. Your objective is to make your page better than those that are already ranking.
  3. Create the best content on the internet – you then need to create a page focused on each long tail keyword. You must optimise it for the keyword, but it should also be better than any other page currently ranking on page one of Google.
  4. Promote your page – finally, promote your newly created page on social media, your blog, via email marketing, and by any other method you can use. You want the page to be read by as many people as possible in the hope they will link to it.

The most important thing is to stop wasting money focusing too heavily on one or two-word keywords just because they get a high search volume. By focusing on conversions instead, your SEO agency in Auckland will get better results.

How you can grow web traffic without SEO

If you don’t have much budget but are looking for new ways to drive traffic other than SEO, email marketing, social media, or guest posting, then this article is for you.

In this article, I will show you how to drive targeted traffic and reach thousands of people for free via Amazon Kindle Direct Publishing, twisted guest blogging, and by partnering with others.

Kindle Select 90-Day Traffic Plan
Do you know that self-published books now represent 31% of e-book sales in the Amazon Kindle Store? Before the emergence of the Amazon Kindle Store and other similar online bookstores, you needed thousands of dollars and the help of a large publishing house to get a book published. This is now changed as anyone can publish a book within a day. In addition, this technique can be used to drive traffic to your website or blog.

When you publish your Kindle book, you can enrol the book in the Kindle Direct Publishing Select Program. This makes your book exclusive to the Kindle Store for 90 days. Amazon also includes it in the Kindle Owner’s Lending Library where thousands of targeted readers can borrow it for free. Furthermore, you can run a free promotion for a paid e-book for five days.

To drive traffic to your website through your Kindle book you can place a link directly inside the book. Another way of getting traffic is using free giveaways.

Twisted Guest Blogging
This is a unique approach that is very different from typical guest blogging – this is the reason it is given the title “twisted”.

According to Neil Patel, one blogger recorded a 203% increase in traffic growth in 2013 when his guest posts were featured on high-traffic and relevant blogs.

So, how did that blogger get thousands of people to read his guest post? Here are the three steps he followed for guest posting:

  • Research blogs with social influence
  • Checking the top-ranking websites
  • Pitch them one by one

The objective is to get featured by one of the blogs after it accepts your guest post.

Partner with Others
You can place a badge of a company on your website or blog, or share your content with other blogs, in exchange for them driving traffic back to your blog. This approach involves partnering with them. There are many popular blogs that are looking for quality content and if you provide it to them, they will have no issues linking back to your website.

In order to get this partnership, you must consistently reach out to potential websites and blogs. Most probably you will get one yes out of every 10 blogs you hit.

How I Helped One Kiwi Locksmith Company Grow its Business and Increase its Turnover From $40,000 a Year to $500,000 a Year in One Year

Generating enough leads with Google AdWords seems like an uphill battle when keyword bid costs increase daily. For the majority of business owners, it is hard to imagine spending $1 per click, $2 per click, or more. What I have personally experienced is that, 10 years ago, these businesses would happily spend more than $1,000 for half-page ads in local newspapers and the Yellow Pages. By advertising in these publications, there was no way of measuring conversions or seeing what was working and what wasn’t working. However, with digital marketing today, we can see exact user behaviour and what keywords generate more leads and more business. We can even re-target people who visit your website but do not place an enquiry.

Being a Certified Google Partner, I have seen many businesses grow substantially by advertising on Google. At the same time, I have seen even more businesses miss great opportunities because of unknown fears. Some of the most common fears which prevent people from making this big decision are:

  1. What if my competitors click on my ads and waste my money?
  2. What if I don’t get a return on my investment?
  3. What if Google AdWords is rocket science and I just lose my money?

It is simply not possible for your competitors to eat your whole budget by clicking on your ads. Google has already thought of this problem and it considers them as invalid clicks so they don’t count against your ad spend. Secondly, even though Google has made using AdWords simple enough that anyone can set up an AdWords account, to make campaigns effective and get a good return on investment, you must dig very deep into the system. It actually is a science. To rank your ad in the top spots, it is important to consider and work on all Google AdWords’ ranking factors.

Why Google is Google?

Why do you search on Google? Why not Yahoo? Or why not Bing or any other search engine? You use Google because it gives you the most accurate search results.

For example, you are a mobile locksmith company based in Manukau. You want people to see your ad when they search for a locksmith anywhere in the Auckland region. Now, if someone is sitting in Albany, Northshore and searches for a locksmith company, Google automatically shows locksmiths that are near to Albany. Does this mean that a Manuka-based mobile locksmith company can’t do jobs in Albany? They obviously would love to do jobs in Albany as well, but the main challenge is that people in Albany will not see their ads because Google thinks the ads are not relevant because they are based in Manukau. To understand this better, let’s dig a bit deeper into it.

CTR (Click Through Rate)

Google only makes money when people click on ads. When people do not click on ads, Google does not make any money. Now, if someone sitting in Albany looks for a locksmith company, Google’s job is to:

  1. Display the most accurate result because that’s what Google does
  2. Make sure that it displays ads which it thinks people will find interesting and will click on
  3. Not put ads it thinks are irrelevant in the top spots

In the above example, the process is as follows:

  1. The user is based in Albany
  2. He is looking for a locksmith company as he has immediate locksmith needs
  3. If Google displays the ad of a locksmith company based in Manukau, it is highly unlikely the user will click on it
  4. As a result, Google will only waste its real estate by displaying this ad
  5. So, Google would rather display ads which it thinks are more likely to get clicks from the user

How I helped one Kiwi locksmith company increase its turnover from $40,000 a year to $500,000 a year in one year

When a locksmith company came to me it had an old website and a poor AdWords campaign. It was generating $40,000 in revenue annually and was struggling to drive more leads.

The owners wanted to grow their business throughout Auckland and drive more leads that would convert into sales. As a result, the objective was not to just drive traffic but to focus on sales. In order to achieve this goal, I started with the following changes:

  1. I built a new website using the WordPress content management system, making the website responsive and easy to update.
  2. I designed 198 separate landing pages covering 198 suburbs of Auckland. These were for Google AdWords and were tailored to capture leads with easy to use call to action buttons. Each landing page was designed for a specific suburb of Auckland. For example:
  3. I customised a specific landing page for Manukau to its potential customers by writing relevant content.
  4. Each landing page was advertised for one suburb. I made sure it was only visible to that specific suburb by inserting negative keywords. In this way, the ad looked more fitting and appropriate. Hence, the ads got a high CTR for each landing page.
  5. I used creative taglines and text to make the ads stand out from all the other ads on the page.
  6. I manually bided for the ad to achieve the highest visibility with the minimum cost. This saved more than half of the advertising budget of the company.

After implementing everything above, I managed to get first place on Google’s search results pages. You can see in the below screenshots that the locksmith’s ads are at the top for all relevant keyword searches:

Website Ranking

After collecting enough data from Google AdWords, I crafted a potential customer list for remarketing. For people who are not familiar with the term remarketing, it is a campaign designed to target an audience who have already visited your website but may not have placed an enquiry. After implementing these strategies, we produced the following results in the first month:

  • 200% increase in total site traffic
  • 566% increase in enquiries

Today, this locksmith company has increased its turnover from $40,000 a year to $500,000 a year in a period of just 12 months – and it is still growing. The company is now planning to sell franchises in Hamilton and other cities in New Zealand.

How To Reduce Cost Per Click?

You may be using AdWords already and,given the title of this article, are probably now looking to reduce the cost of your campaigns. When it comes to AdWords, it is easy to set up an account and put it in automatic mode, letting Google do the job for you. However, this may target the wrong audience and, eventually, your whole marketing budget will go in vain.

Automatic Bidding

So, What’s the Solution?
There is no easy solution for lowering cost per click. Even if you intend using AdWords in manual mode, there are so many things you should consider before jumping in to use it via a trial and error method.

That said, finding a lower cost per click (CPC) for the keywords of your AdWords campaigns is a very important step in becoming competitive. However, achieving a lower CPC depends on your industry, product, and location. Here are some tips that, if applied properly, could help you reduce cost per click.

Lower Bids
Lower your bids for keywords that receive a lot of impressions but don’t generate any sales or leads for your business

Increase Bids
Similarly, increase your bids for keywords that convert into sales or bring more customers to your website. This will increase the position of your ads so that, for example, if they were placed in position four they could potentially move to number one, assuming you run your ads on the search network.

One Campaign at a Time
It is better to start with one campaign and manually fill the bids. This can be time-consuming but it will deliver a better campaign result.

Use the Average CPC
The average CPC shows you the exact amount that you spend per click on a keyword. When you enter the bidding section, you must account for your bid manually.

It is important your bid is higher than the average CPC as your bid is the maximum you are prepared to spend on any given click. That said, it is important to set your bid at a level that’s close to the average CPC in your campaign so you can maintain your ad’s ranking or improve its position without spending additional money.

You should also remember you need to run your ads for several days, or even weeks, before deciding which bidding strategy you should adopt.

Use Search Networks Only
The reason behind using only the search network is the display networkgenerates more irrelevant clicks than relevant clicks so you will eventually waste your money.

Before deciding on whether you should go for the display network or not, you should ask yourself if you want to show your ads on irrelevant websites that do not attract your target audience.

So, rather than using display networks, it is better to increase your CPC so your ads send relevant traffic to your website.

You can also check the performance of both the search network and display network by pausing one ad to test the other one.

Include Long Tail Keywords

Long Tail Keyword
It is extremely important to focus on long-tail keywords as, in the beginning, you cannot afford to waste money on generic, headline keywords like “bus”, “engineer”, “car” etc. These are keywords the big brands go for. Big brands may not benefit from long tail keywords as they go for keywords with a bigger reach. However, if you are starting out you cannot compete with the budgets of big brands on headline keywords. Also, remember that long-tail keywords usually generate a high click through rate of relevant clicks which increase the likelihood that you will end up with sales.

Adjust Bids Based on Location, Day and Time
One of the most important factors in achieving good results from AdWords is toadjust your keyword bids based on location, day, and time.

You can implement this trick by monitoring your ad results and then changing the bids. For example, you can increase your bid on ads which are performing better and generating sales while, on the other hand, you can lower the bids for ads which have no sales on aparticular day or at a particular time.

Conclusion
Google AdWords has a huge target audience. You can get sales and even double your revenue in 24 hours if you do things right. That said, it is very difficult for an individual to master all the optimisation techniques when you have a limited amount of time and budget. If this applies to you, you should hire an AdWords consultant to fix everything for you. At Kiwi Website Design, we offer a Google AdWords marketing package so if you are planning to usethe platform, please don’t hesitate to call us or shoot us an email.

Are You Paying Too Much For Google AdWords?

Google Advertising

Every business pays a different cost per click on Google AdWords. You are probably paying much higher than everyone else and still not getting results

We will guide you step-by-step to show you how to reduce Google AdWords’ costs and increase the response rate.

Minimising AdWords costs requires a series of creative, trading, and technical skills.

Creative Skills
You need to be creative to write a compelling and innovative ad that searchers will love to click.

Trading Skills
Trading skills and managing bids are necessary to minimise your cost per click.

Technical Skills
Technical skills are required to effectively organise keywords, bids, ad groups, ad copy, and landing pages.

In offline advertising, specialists complete these tasks. For example, with print and TV adverts, a creative company will design your ad, a trader will find an ad placement and set the timings, and techies will look after production. However, in AdWords, you must do it all.

Most AdWords users develop one of the required skills. Consequently, they use their one strength but neglect the remaining weakness. As a result, they fail to use all the tools available to create high click-through rates and lower costs.

We look at some creative, trading, and technical tips below.

Before we do that, there are two key metrics you should be aware of to measure ad development. They are click-through rate (CTR) and Quality Score.

Clickthrough rate (CTR)
CTR is a way of measuring the success of an ad campaign by calculating the number of clicks on a specific link.

Quality Score (QS)
Quality Score is based on the relevance of your ad to the search terms you are bidding on and to the relevance of your landing page.

AdWords ads that get high click through rates and have a high Quality Score have a lower cost per click (CPC) and they rank higher on search results pages. Let’s have a look at how you can run a Google AdWords campaign effectively by developing your creative, trading, and techie skills.

Creative Skills
The most important skill you need is the ability to write attractive ad content that matches the keywords you are bidding on.

Trading Skills
This is the skill through which you can maximise your bid success. It involves gaining control of your bids and lowering costs.

There are three types of match keywords you can use to control which searches trigger your ads to appear.

  • Broad match keywords have no punctuation – Keyword
  • Phrase match keywords use quotation marks – “Keyword”
  • Exact match keywords use enclosed square brackets – [keyword]

If your broad match is positive, your ads will be displayed on the maximum number of searches. When using board match, AdWords matches your ads with any search containing your keyword.

Techie Skills
The first thing you must do is organise the groups of keywords you are bidding on. You should also make sure your ads and landing pages match your keywords.

What is an Ad Group?
An ad group is a group of keywords you are bidding on which matches the content of your ad and the landing page.

The last thing you need to remember is to focus on the very specific subject otherwise your ad will not be fruitful.

Summary

To run an efficient AdWords campaign, you need to learn creative, trading, and techie skills. If you can’t manage this, you should hire an expert.

SEO Is So Much Easier Than You Think

What is SEO?
SEO stands for Search Engine Optimisation. It involves optimising your website to increase the number of visitors by obtaining a high-ranking placement in the search results pages of a search engine.

Why is it so important?
SEO is the number one priority when it comes to website publishing. After all, according to Search Engine Journal, 90% of online experiences start with search. If people can’t find your website they can’t read it, use it, or share it with others.

Over the years, SEO tactics have changed with modern strategies that focus on user experience. Before these modern strategies, there were keyword-based optimisation methods and other black-hat practices, although these are now obsolete.

That said, throughout its history, SEO has been a cost-efficient and valuable strategy for website owners.

Is it really difficult?
Website owners who are unfamiliar with the technical side of coding believe Google’s search algorithm is something extremely complex. As a matter of fact, it is complex, but that doesn’t mean you cannot understand it.

Despite the complexity of Google’s search algorithm, it is possible to achieve positive results with simple strategies. The main goal of Google is to provide the best online experience to its users which means giving them appropriate and relevant search results.

Anyone can learn
Google uses complicated techniques to calculate search rankings. In fact, even search experts don’t understand it fully because Google has never published its search algorithm. However, we do know that you must complete two requirements to rank high on a search engine:

  • Providing high-quality content
  • Demonstrating you are an authority

Thankfully, these search engine requirements can be achieved by basic strategies. Today, SEO strategies come in two flavours: onsite and offsite.

Onsite Content
Onsite content involves making sure your website pages, titles, tags, content, and overall structures are optimised for your target keywords.

Another important factor is to include strong headlines and compelling paragraphs on the main pages of your website including the homepage and product pages. On these pages, use words and phrases that explain your business.

In addition, you should implement a blogging strategy as this is a great way to boost your online presence. Write at least one or two blog posts per week about topics related to your business and make sure you engage with your audience.

Offsite/ Inbound Links
Offsite SEO is a little tougher than onsite SEO. Offsite SEO involves building authority. To understand the authority of your website, major search engines look at other websites that link back to yours.

If lots of websites link back to you then Google will think you have good content. This will rank you higher although this has also been the source of many black-hat SEO tactics in the past.

Social and local integrations
Building a social media presence is now considered compulsory in order to attract a bigger audience. So, you should create profiles on Facebook, Twitter, LinkedIn, etc and post regularly to engage with your audience. This will ultimately improve your online reputation.

Challenges of SEO
Basic SEO strategies are easy to adapt. However, you might encounter the following challenges:

Find your audience?
Challenges in finding the right audience occur when you don’t know what type of articles you should write on your blog or what keywords you should include. The best solution is to first describe your business. This will help you find out who your customers are.

Time is money!
SEO is very time-consuming and it is certainly not a one day job. It requires a lot of figurative sweat and blood to implement properly. In addition, you may have other responsibilities and tasks to do along with optimising your website. Remember, you can always hire an SEO company if you can’t manage it yourself.

While SEO is easier than you think, the time-consuming nature of the task means it is not always possible to do it by yourself unless you are able to dedicate time to it.

At Kiwi Website Design, we create websites and provide SEO services using the latest techniques to help increase the online presence of your business.