Spending a fortune on traditional advertising and not seeing the return on investment? You’re not alone. Businesses worldwide are struggling financially.
Then there are the businesses that are spending big on online pay-per-click (PPC) advertising, such as the Google Display Network. It was working great; plenty of traffic converting into sales. But then it stopped working and they don’t know why.
So, what kinds of businesses need PPC? That’s an easy answer; any business that wants to grow their customer base, increase sales, market their products and services, and drive success through an advertising medium that is cost-effective.
I don’t really know if there is a disruption coming but it feels like it. If that is the case then organic ranks could be up for grabs, especially in niche and local searches and that makes Content Marketing and SEO more important than ever.
The bigger sites tend to be prepared for things like this. Websites that are already prepared will certainly fare better than those that aren’t. I always felt that a responsive website was the better option if only from a management standpoint. Having a separate mobile site only made sense to me if the experience was more than one site could deliver. It seems now if you find yourself in that position, a mobile app is necessary.
Why do I think that? Below are the articles that hit my radar recently.
There is a lot of upheaval in the online advertising space over the last several months.
Two months ago, it was P&G which fired the first shot across the “adtech” bow when not long after it announced it was slashing its digital ad spending because it thought it was not getting the kind of return on investment it desired, it made a striking discovery: “We didn’t see a reduction in the growth rate.” CFO Jon Moeller said “What that tells me is that that spending that we cut was largely ineffective.”
And when one of the most sophisticated high-tech advertisers in the world decides it is overspending on digital advertising and is able to very carefully remove the rot, thus bringing down its cost without hurting its revenues, other companies will follow, with some consequences for the relentless but often ineffective surge of digital advertising dollars.
And now Google is issuing refunds because it’s ad network is untenable.
A separate, if just as concerning problem emerged last month, when the WSJ reported that online ad giant, Google, would issue refunds to advertisers for ads bought through its platform that ran on sites with fake traffic, and generated no actionable advertising “clicks.”
So what’s left? A measly 15% of all clicks – Going to the Google Paid Ads (PPC), or trying a different search. Or giving up.
That’s pretty staggering. If you think you are getting the most bang for your buck with your Google Adwords campaign, you are dead wrong. You are paying for high cost ads that may provide instant gratification, but in the end provide zero long term investment or value for search visibility.
So PPC isn’t a good place to invest money. Where should I invest it?
Studies indicate that “71.33% of searches resulted in a page 1 Google organic click. Page two and three only get 5.59% of clicks. On the first page alone, the first five results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%.”
How do you rank in the top 5?
Laser-like Focus on Quality, Enriched Content & Links.
Quality content and backlinks should go hand in hand. Backlinks should be a part of your publishing strategy already and the dream is that is grows organically from there. Don’t overlook internal linking. If you have good content and you’ve publicized it earnestly, you can expect people to link to it.
#2. Content creation for humans #3: Develop content with voice search in mind #4: Links, links, and links! #5: Think beyond keyword optimization and stuffing (enrich your content) #6: Revisit old content
*Learn more about RankBrain: RankBrain is Google’s machine-learning AI system, which has been revealed by Google to one of the top three ranking signals in its vast array of contributing factors.
Google’s Mobile-first Index is coming soon.
This should be concerning to site owners that have a mobile version of their site rather than one responsive website. And that guy that doesn’t have either, I guess. It’ll be interesting to see when it all shakes out. 6 months ago there was no need to freak out because we had months left to prepare a little bit of time to make sure you are prepared and won’t lose what you’ve worked for OR get prepared to gain some ground and leap-frog up the list.
“Don’t freak out. We’re not weeks away from the mobile-first index. We’re most likely months away.”
You may have noticed the dominant and recurring theme is the importance of content and how to make it better. Still. Since the beginning of the internet.
He offered a brief to-do list for SEOs to prepare for the mobile-first index:
Make sure your mobile site has the content you want to rank for.
Make sure structured data are on your mobile site.
Make sure rel-annotations are on your mobile site.
Content Marketing, SEO and Apps
So, to be prepared for 2018, the big things to focus on are Content Marketing, SEO and maybe Apps depending on the experience you’re trying to deliver. Contact me if you’re interested in having an SEO audit, putting together a strategy for 2018 or want a mobile app developed. If I can’t help you out, I know someone who can.