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Why Your Business Needs Paid Search Advertising

April 10, 2020 By Glenn Patrick Du Leave a Comment

The modern consumer is well informed since the wealth of information available online has given them the power to make educated purchasing decisions. This makes your company’s online presence all the more vital, and there’s no better way to improve recognition than on search engines (SERPs).

While SEO can work on your organic traffic, you shouldn’t overlook SEM, either. SEM or Search Engine Marketing used to be an all-encompassing term that refers to marketing activities on search engines, including SEO, paid search, and pay-per-click (PPC). Over time, it became exclusively used to refer to paid search.

And while PPC ads in general require payment, paid search ads are specific to advertising on search engines. To make the long story short, SEM is now the process of driving traffic through ads on the SERPs that appears when a keyword related to a brand, product, or service is looked up. According to studies, visitors from ads are more likely to buy compared to organic ones. It’s not surprising, considering that an ad is based on a clear need of the user, rather than the implicit information they may be looking for.

Why Use Paid Search Ads for Your Business?

1. Produce measurable results fast

Because of a search ad’s transactional nature, you can easily see results from your paid search campaigns. There are several platforms and tools for measuring your KPIs, including the number of clicks, cost per click, actual sales from the clicks, and so on.

Aside from that, you can also see details of the users who have seen or engaged with the ad like their gender, age group, and more. From there, you can gather insights on how to come up with better, more targeted campaigns.

2. Improve brand recognition

Brand recognition may not be a measurable KPI, but it is something that you can enjoy after some time. Not everyone will click on your ad, but the more often someone searches for a related industry keyword, the more often they will also be exposed to your brand and site. Enough recognition can later result in a sale.

3. Advertise to a targeted audience

Search engine ads can be customized to reach their intended audience depending on an optimal time (or when they are most likely online), their geographical location (which is useful for local search), the device they are using (mobile and desktop search ads can appear differently), as well as other definitive information.

4. Generate qualified leads

Because you are targeting customers who are already interested in your business and products, the leads that will be coming from your ads are, therefore, more relevant and can be easily converted.

5. Budget-friendly

Even in traditional advertising, it’s almost impossible to put out an ad for free. With paid search however, you’re only putting your money where the results are. By targeting users who are highly likely to convert, you can optimize your budget and boost ROI. You can also set budget caps for your campaigns so that the search engines will not overspend.

In addition, for PPC ads, you only have to pay the ad publisher when someone clicks on the advertisement. Depending on the competitiveness of your keyword, as well as other factors, you only have to pay as low as $0.86 (inversely, it can also go up to $35). Lastly, there’s no minimum spending requirement for paid ads. It can even be paused if needed.

Paid Search Ads in a Nutshell

1. Keyword research

Leading search engine Google gets up to 3.5 billion searches daily, so if you want your ad to appear to the right users, you need to pick the most relevant keywords to your brand and offerings. Some keywords perform better than others in terms of bidding competition, cost-per-click (CPC), and other factors, so make sure to get those that have low CPCs but have high buying intent.

2. Copywriting

A paid search ad usually comprises of Headlines 1 and 2 (30 characters each) and a Description (80 characters). Obviously, you need good copy to convince users to click. Make sure that it is relevant to your target keywords and includes your unique selling points (USP), as well as a call-to-action (CTA).

3. Landing page development

The user is redirected to a landing page after clicking your ad. And since you’re paying for this click, you need to make sure that the page is optimized for conversions. Your landing page should be aesthetically pleasing in terms of design, but an uncluttered, easy-to-navigate page with your message and CTA in focus is still fundamentally more important.

Imagery should reflect your brand and offerings, but don’t put too many photos. Not only can this confuse visitors, but it can also affect the page’s loading time. A survey on online behavior found that users expect a page to load within two seconds, making page speed critical for conversion.

4. Bidding

Bidding is an essential step, especially if your keywords are highly competitive. There’s a bidding strategy for every campaign goal, but you’ll want to start with manual bidding to learn how the process goes. It will also help you run tests to improve your bidding strategy. You can also try automated bidding, wherein your historical conversion data is used to optimize bids.

4. Optimization

Regular tests and optimization improves your processes and addresses any issues you may be having with your campaign. For instance, do keyword research often to refine your keywords list. You can also change things up with your bidding strategy to find the best combinations.

Paid Search Advertising Platforms

1. Google Ads

Google is not only the biggest search engine in the world (capturing 77% of the market), but it’s also the leading provider of search ads. While being the leading search engine is mainly the reason why, it also helps that the company is a data analytics powerhouse.

You need a Google account and a budget of at least $10/day to use Ads. While it is indeed a great platform, it has since become so saturated that it’s getting hard to thrive. CPC has also increased significantly.

2. Bing Ads

Microsoft’s Bing receives 122.8 million searches per day, capturing 7% of the search market and making it a decent alternative SEM platform, with even cheaper CPCs than Google. Aside from having control over how much you can funnel into your campaign, Bing Ads makes it easy to adjust—you can change settings for an ad group without having to revamp the whole campaign.

3. Yahoo/AOL

Yahoo used to have its own ad platform with Yahoo Gemini but has since partnered with AOL under Verizon Media. It still offers native advertising, including content recommendation boxes, to help grab people’s attention.

4. Criteo

Criteo’s retargeting technique, which uses technology and algorithms, is unique to the company. It can facilitate the delivery of personalized messages by corresponding results to the consumers’ browsing history.

5. IgnitionOne

The platform uses an algorithm to collect and score customer interests, value, and on-site activity to get more insights about their target market. After scoring, they will build your audience, determine the channels you need to improve and optimize the ad’s creatives, bids, and placements.

5. Aquisio

Acquisio is a platform suitable for almost every budget. It ingests data from seasonal times of the day/week, location, position, ad platform, and budget decisions by a set of 30 algorithms, to make sure that your budget is allocated equally depending on the results you want.

Brand Visibility on a Budget

Free publicity is good and all, but to grow your business, you need to take calculated risks. Gone are the days of set-it-and-forget-it ads. In this digital era, you have every mean and tools to do the appropriate research before shelling out a budget for ads that will help customers find you.

Find the right platform, keyword, audience, and message to grow your business. Contact Spiralytics Agency today and learn how Paid Search Advertising can improve your company’s bottom line!

7 Social Media Lead Generation Tips for B2B Companies

April 10, 2020 By Ash Genete Leave a Comment

Social media has grown to become a powerful tool for digital marketers everywhere. When used the right way, it can be a great way to build your brand’s image, nurture relationships with your target audience, and even generate leads. While it may seem like the obvious choice to utilize social media platforms for B2C companies, B2B companies can also benefit from these platforms, with 75% of B2B buyers and 84% of C-level executives using social media to help make purchase decisions.

Through the right channels and proper strategy, B2B companies can enrich lead generation strategies through social media. Here are a few tips on the best practices for maximizing social media lead generation for your B2B brand.

1. Promote gated content

One of the easiest methods to get leads through social media is through promoting your gated content on your profiles. Whatever this content might be—eBooks, comprehensive guides, or whitepapers—it’s worth sharing if you think your audience can find value in it.

The frequency of sharing your content will depend on the platform. For example, it’s recommended to promote on Twitter once a day and once a week for Facebook or LinkedIn.

2. Build up your network

Beyond promoting your products and services, social media can be a great way to nurture relationships with your existing clients. It also serves to build a positive and credible reputation that prospective clients will hear about. This can be done by following and connecting with industry leaders, engaging followers through replies, and participating in forums to offer expert opinions.

3. Target your customers accurately

55% of B2B clients use social media to scope out potential product or vendor information. Take advantage of this by making sure that you’re reaching your clients on the right platforms. Focus on your ideal buyer personas and see which platforms best fit their online behaviors. While LinkedIn can seem like an obvious choice for B2B clients, other platforms may have advantages that better suit your business model.

In addition to this, making use of targeted ads on social media can be more effective, with marketers reporting a 25% increase in conversions for paid social media.

4. Tailor your content to the platform

Social media platforms all have their own quirks. Posting the same copy in the same format across all your social pages can come off as repetitive and uninteresting. Understanding the differences between these social networking sites and how your target audience uses these platforms can make all the difference.

More casual platforms like Facebook, Instagram, and Twitter are more suited for instant content engagement and multimedia posts. Meanwhile, LinkedIn is good for more technical and professional content.

5. Be consistent

Social media may need different approaches, but your brand should still be consistent across all platforms. Take the time to decide on your company’s social media image and how to best convey it across the various platforms.

Consider this: Your social pages may be the first time potential clients encounter your brand, so it’s important that you make a good impression. By aiming for brand consistency, you are assured that every touch point will eventually lead to conversion.

Aside from posting and sharing content, updating your profiles and making full use of your selected platform’s features can go a long way in promoting your business.

6. Set up a social media contest

Contests or giveaways are a surefire way to get new leads, especially if your contests require participants to sign up or engage with your social pages. However, choosing the prizes for these contests should be done with care.

Giving away the latest gadgets or vacation trips can attract a lot of attention and participants, but they may only be interested in the giveaway and not your brand. To best maximize your leads that will most likely convert to sales, your targeting strategy and prizes must suit the needs of your ideal buyers. Giving away a free trial of your product or a service related to your industry may attract fewer participants, but these leads are of better quality and have a higher chance of converting to paying customers, should they like your product or service.

7. Conduct social media listening and monitoring

It’s important to consider your business’ long-term strategy for digital marketing. Paying attention to the data from your social pages, as well as the data in the industry can help improve your marketing performance.

Social media management tools have monitoring features that help you keep track of the metrics of your various social pages. This makes it easier to find which aspects to focus on, what practices you can do better, and what strategies are more effective. Meanwhile, making use of social media listening tools allow you to find potentially related topics and issues that your business can address through your posts and content.

Turn Your Likes to Leads

There’s no denying that social media is where your potential leads are. A good understanding of who your target audiences are can push you in the right direction in choosing which platforms to use, what kind of content to share, and how to best engage them to generate leads and possibly convert to sales. Keep up with the crowd and stay ahead of the competition by elevating your B2B marketing strategies today!

5 Content Types to Generate Quality Leads

April 9, 2020 By Ash Genete Leave a Comment

A subset of inbound marketing, content marketing enables you to hit your business targets, including lead generation, through the provision of valuable, helpful content. With only 18% of marketers crediting outbound marketing in providing the highest quality sales leads, it isn’t quite surprising anymore how content marketing has made it to the cut as one of the most powerful marketing strategies today.

This means that as long as you know what content to build your lead generation strategy on, there’s so much more potential to grow your business through content marketing. And with people showing great interest in consuming different content types like articles, videos, emails—the list goes on—you’ll want to make sure that you’re up to speed in content marketing.

Here’s a list of some of the most important content assets that you should be paying more attention to in order for you to generate and engage business prospects.

1. eBooks

The comprehensiveness of eBooks makes it an ideal content type for lead generation even if you may gate your eBooks. People who have a need for the information you provide in your eBooks won’t hesitate to give you their personal details as well as professional profile in exchange for full access to your content.

Perhaps of secondary importance here is the fact that you can also gain revenue in the form of eBook sales, which has been a profitable industry in the United States since 2008.

2. Case studies

Case studies are another type of long-form content wherein you share stories about working with your customers and steering their business to success. As such, your case studies will include descriptions of how your company works to achieve your clients’ end goals.

Use your company blog to feature your case studies, and be sure to track who’s interacting with it so you can have your sales team reach out to your potential customers. Alternatively, you can make your case studies part of your off-site content as a way to generate links from your target audience.

Needless to say, the more case studies you share with your audience, the more you’ll be able to establish your thought leadership in your business vertical.

3. Research reports/Whitepapers

Research papers and whitepapers are authoritative reports that you can use to educate people about your business or industry. In particular, research reports tend to engage audiences because the information they contain is culled from surveys involving real people, making them original and creditable to your brand.

As a matter of fact, 74% and 63% of marketers report that the top benefits they get from producing research papers are website traffic and social shares, respectively. And you know that these channels are where a good number of your leads or prospects may be. And with the right approach, you might just get to convert them down the road.

4. Landing pages

Landing pages are stand-alone pages on your website where you can place a lead-capture form, which is why you may also call them as lead capture pages.

These pages work in a couple of ways. For one, you can use landing pages to provide information about your products or services. Alternatively, you can direct leads or customers to a specific offer—such as a free resource—with visitors providing their contact details or job or industry information.

In order for people to find your landing pages, you need to set up your promotional campaigns in various channels like email, social media, and search engine. Once someone clicks on any of your links or ads, they’ll be led directly to your landing page. This makes landing pages directly tied to quality leads since they have previously expressed interest in your business.

5. Blog posts

Blog posts are the lifeblood of content marketing, which makes them an integral part of your lead generation as well. The leads might not come to you right after you publish the first few articles on your company blog, so you’ll need to be consistent with blogging. In fact, the amount of leads you can generate when you have 401 to 1000 pages of blog articles goes up to six times more than if you had only about 51 to 100 pages of content.

Quality blog posts can enhance your online visibility in various channels—whether it’s on search engine results pages (SERPs), social platforms, or industry authority sites. With more traffic going to your own site, you’ll have numerous opportunities to engage your audience until they’re ready to become marketing or sales leads for your company.

Using Content in Lead Generation

People will always get drawn to brands that offer timely, relevant, and helpful content. Use it to your advantage by exploring other types of content to increase the number of leads you generate for your business.

Facebook Advertising Mistakes That Can Cost You Big Bucks

April 9, 2020 By Theo Catalo Leave a Comment

Facebook advertising is one of the most impactful social media strategies that help boost sales. On average, there are roughly 1.59 billion active users on Facebook, as of June 2019. Moreover, around 94% of social media marketers use Facebook for their advertising campaigns.

As an excellent advertising investment, Facebook ads can bring countless benefits to your business. Aside from being cost-effective, it can enhance your ads’ targeting capabilities, help you build your email list, and increase customer attribution and brand awareness, among others.

But while Facebook advertising is proven effective and affordable, it could also put your budget down the drain if not done right.

We scoured the internet for the most common Facebook advertising mistakes marketers commit. Take note of these blunders and avoid it all costs!

1. Forgetting a clear strategy

For your Facebook ad campaigns to succeed, you need to understand your ad objective and see the channel as a full-funnel solution, not just a contingency marketing plan.

A crucial step in planning a clear and holistic Facebook Ads approach is to define your marketing objective. Consider what you want your Facebook audience to do. Are you aiming for site visits, brand awareness or conversions? This should make it easier for you to create and devise an effective campaign that won’t put your spending budget to waste. It should also drive real results.

2. Forgetting Facebook Pixels

One common and easy mistake Facebook Advertising neophytes make is neglecting Facebook Pixels. How can you prove that your Facebook ad campaigns are driving results to your business if you don’t track and report its performance?

This is where Facebook Pixels come in handy. It’s a bit of JavaScript code that lets you track visitor activity and interactions on your site and with your ad. It uses analytics to see your ad’s efficacy in bringing results. It also monitors the actions you care most about, like when visitors make purchases. You can use Facebook Pixels for three functions:

Optimize your ads for better conversions
Build custom audiences from your site for remarketing campaigns
Track conversions on your site or event page and pin them to your ads

3. Using Boring Visuals

No matter how attractive your offer is, dull and bland visuals can make your ad look uninspired. Facebook Ads provides you with a range of ad formats—you have the option for a one-image or a carousel format. Use these opportunities to capture your audience’s attention and boost your chance of click-through-rates or conversions.

When creating image designs or sourcing for images, think about your ad’s purpose and offer. The visual should clearly communicate your campaign message and contain minimal text to avoid distractions.

4. Not Using Targeting Wisely

When building your ad, review if you’re targeting too many or too few people. Do you think it’s realistic to set your ad to reach hundreds or thousands of users? Narrow it down. This is a matter of trial and error.

On the other hand, make no mistake in targeting the wrong audience due to little to no segmentation. You can conduct a survey and use Facebook Audience Insights to help you refine your targets. Using Facebook’s built-in targeting features allows you to set the target to specific audiences, so you can reach the right type of people. The various targeting options that you can use include life events, purchasing behavior, existing contacts, similar or lookalike audiences, interests, demographics, behaviors, and targeting using location.

5. Distributing Your Budget Poorly

Many marketers lose a significant amount of their budget due to inefficient use of their ad dollars. Facebook Ads let campaign budgets be divided and split equally across different ad sets. This sounds good at first, until one of your ad sets underperforms compared to others. This is where things go south budget-wise.

You can set up Campaign Budget Optimization to monitor and disseminate your budget based on the performance of your campaigns. Instead of feeding Facebook how much you want to spend for each target, you can simply tell Facebook how much budget you have for the entire campaign, and the algorithm will do the legwork in distributing it as it fits.

6. Falling short on headlines

A lot of people think headlines are the simplest and easiest part of creating ads. You just write what you offer and hope the message gets across, right? This isn’t the case.

When it comes to headlines, it’s best to keep it short and sweet. Write succinct headlines that communicate an emotional connection and explains how your audience can benefit from your offering. This is where your creativity in ad copywriting is showcased. It’s recommended to keep the length of the post under 40 characters for nearly 86% higher engagement.

7. Creating new Facebook Ads instead of managing successful ones

Having multiple campaigns doesn’t equal to making more money. To ultimately maximize your budget and ads, put your money into tried-and-true campaigns you’ve been running for years. Remarketing is effective and brings proven results, just make sure to spruce it up and write copy and headlines that are relevant to the users within that market.

Avoid These Budget-killing Facebook Ad Mishaps

You can steer clear of these budget-draining mistakes by devising a clear plan and following Facebook Advertising best practices. Think carefully about the goal and purpose of your ad and which placement will deliver the best result.

When in doubt, you can always consult or partner with Facebook Ads experts or with a digital marketing agency to ensure that your advertising strategies are well executed.

Like and Share: How Your Content Marketing Dominance Can Start with Social Media

April 8, 2020 By Ash Genete Leave a Comment

At any given time, you can find more than 2 billion people on Facebook actively engaging with its content day in and day out. Facebook may only be a fraction of the entire social space—although a large one at that—but people being drawn to the platform only proves that there is a wealth of opportunities for companies to promote their businesses via social media.

Specifically, social media can be a great channel to distribute your content if you know how to maximize your opportunities. With its wide reach, you should be building your social media promotion strategy by now to start your content marketing dominance.

These pointers can help you start off on the right foot:

1. Plan, plan, and plan

Social media can be a powerful vehicle in influencing public perception about your brand. This is why you need to have a concrete digital strategy that will help you channel your efforts in the right direction. One of the first things to include in your agenda is to know and understand the type of audience that belongs to a particular social network.

Facebook audiences may differ from LinkedIn audiences based on several key factors, like demographics and user behavior. Obviously, you will need a different set of strategies when targeting audiences from these two platforms. Creating a social media marketing plan can help you evaluate, organize, and allocate your content assets.

2. Use social media publishing platforms

Once you decide to take your content marketing to social media, you’ll need to manage your tasks in an efficient and effective manner. You’ll be needing tools to streamline your processes, so you can create and publish content that will reach a broader audience in a timely manner.

It’s along these lines that social media publishing platforms can be very useful for quickly getting your posts out to your audience. These platforms, which include the likes of LinkedIn Pulse, Twitter Moments, and Facebook Instant Articles, allow you to show the full version of your content without people having to go to an external link and the leave the platform altogether. To a great extent, social media publishing addresses the instant gratification experience that social media users are looking for.

3. Invest in visual content

You might have heard the expression “Content is king” way too often in the marketing world. These days, however, many marketers are leaning toward the idea that it’s just not any type of content that you should be focusing on. You need to include visual content into the mix.

Visual content may include photos, animations, infographics, and videos. According to an article that appeared in Forbes, visual content may very well be the future of storytelling in marketing due to its ability to capture audience attention and drive engagement.

4. Focus on the quality

Anyone can create content, but what audiences will remember are brands that make quality content. There are several yardsticks for quality, but here are some of the most important ones that you need to remember:

It has to be informative, providing your audience with valuable and useful information that they can use to answer their most pressing questions or address their pain points along the buyer’s journey.

It has to be interesting, sparking the attention and curiosity of your audience. Come up with different ways of presenting your content: add statistics, make analogies, use humor—anything that will keep your audience waiting for your next post.

It has to be relevant for both your niche and your audience. As a brand, you have to demonstrate that you’re an expert on your chosen subject matter. Being as original as possible can give you even bigger wins too, such as more likes and shares for your content.

5. Do cross-promotions

The good thing about content marketing vis-à-vis social media marketing is that there’s no shortage of strategies when it comes to promoting your content. You can give a single piece of content several spins, create a series out of that content, and launch them across multiple social channels. These techniques work well in maximizing the exposure of your content as well as your audience reach.

6. Establish and maintain brand personality, voice, and tone

Every brand has a story to tell, and what better way to tell your narrative to your audience than to be consistent with your brand personality, voice, and tone. This sense of uniformity is important since you want your audience to recognize you and be able to relate with you, whether they’re engaging with you online or through face-to-face interactions.

Can you imagine if your brand projected a fun and carefree persona online but your messaging looks or sounds otherwise? It’s not the kind of impression that can help you build authority as a social brand.

Dominating Content and Social Media Marketing

Having a social media presence has become a necessary business strategy for companies, and understandably so. There’s a reason that people across the world are flocking to social media, and a large part of it is due to all the content that these platforms offer.

If you’re producing the right kind of content for the right audience at the right time, the social media engagement will come to you. So, make sure your social media strategy counts, starting off with the creation of content and promotions plan and keeping the needs and interests of your target audience in mind.

6 SEO Techniques to Boost Your Search Engine Visibility

April 7, 2020 By Justin Reyes Leave a Comment

In this modern age of digital marketing, it’s crucial for you to update your techniques and strategies in order to stay afloat. Search engine optimization (SEO) is one of those strategies that you need to improve continually. With an average of 80% of a website’s traffic reliant on search queries, your brand must be not only visible on search engines but also rank high, and SEO will help you do that.

Better visibility means more traffic, conversions, and eventually, revenue for your business. However, modern SEO techniques aren’t just caring about what search engines think of your brand; in addition, Google also updates its algorithm, so SEO techniques also need to keep evolving.

You need to find the proper SEO approach for your business, and here are a few for your consideration:

1. Write compelling title, heading, and meta tags

The title of your content should always be compelling enough for readers to click on it—increasing organic clickthrough rate (CTR) is one of the many ways your page can increase its ranking. If you want some suggestions on how to make your title, heading, and description irresistible to readers, look no further than ad copy.

Understandably, ads should also be enticing for its audience. Other than that, Google Adwords ads are also a good source for your title, heading, and meta tag ideas because they have been tested for effectiveness in maximizing clicks. Look for ads with an engaging copy for competitive keywords that you can incorporate into your title and meta tag.

2. Aim for authority sites

Backlinks, usually gathered from your link building strategy, remain as a leading ranking factor. However, you first have to be sure that you’re getting quality links so your site can rank higher. The best way to do this is to source links from authoritative sites. Backlinks from sites that have high domain and page authority help your overall trustworthiness.

You can use Alltop to find sites that you can link to. Once you have these sites, you can link the page to your content as a data source, or communicate with them and ask to link back to your content.

3. Use long-tail keywords

Long-tail keywords help reach your niche because they tend to be highly specific, but there are other reasons to utilize long keywords or phrases.

To target a geographic location: You can be more descriptive with your title and meta description by targeting a geographical area. This can improve your local search visibility and reach those customers who may be doing a local search—for example, using “pizza delivery in Brooklyn” instead of just “pizza delivery.”

To target a period of time: You can also be more specific about time, especially when publishing posts that you can keep on updating. This allows you to inform readers and search engines that the content is relevant and up-to-date (i.e. “Content Marketing Trends [Updated for 2019]. Plus, you can do this every year.\

Using long-tail keywords (perhaps a combination of two keywords) on your title can also help you rank faster, as opposed to using just one term. This will increase your chances of search engine visibility because you are not aiming for bottleneck keywords.

4. Maximize local directories

A study found that around 46% of Google searches are from users looking for local information, or business near them. Details such as telephone number, address, or opening hours are important for them. Therefore, you should aim to be searchable for users who may need your products and services.

You can easily do this by including contact details and directions to your location on the website. But, another thing you can do is to submit your business to directories like Google My Business, Bing Places for Business, Yahoo Local Listing, and many other local directories. You may also consider the following:

Local Data Aggregators: These services can help you build your directory listings. Something like Bright Local will save you the trouble of painstakingly re-entering the same information over and over again and avoid errors.

Local Directory Management Service: These are services like Moz Local and Yext, which scan local directories, interact with data aggregators, and correct old information.

Schema: Schema is snippets of additional information to search users and search engines about a business. It doesn’t require extra coding and can be inserted by using Google’s Schema markup generator. Schema can give local searchers details like the company’s hours, location, general information, and more without having to visit their page.

5. Fix other site’s broken links

Here’s a quite nifty way to optimize your site: do outreach and recommend your content to publishers as a reference in order to fix their broken links or improve their content’s reliability. One website where you can do this is Wikipedia. Some professionals may find it not that reliable as a reference, and its links are technically no-follow, but it undoubtedly has high domain authority and trust level from Google.

There are two types of links you can take advantage here: citation neededor information that requires a source, and dead links or details that previously link to its original source but the source has since been taken down for some reason.

You can use a tool called WikiGrabber to get a list of Wikipedia articles that need citations or have dead links, or you can also just Google it by using the search term, site:wikipedia.org “Keyword/phrase” “dead link.” You can then write a post about the topic you found and cite it as the source to get valuable links from Wikipedia.

6. Be mobile-friendly

Outside of content, optimization also relies on your mobile web design. In May 2016, Google updated its algorithm to prioritize mobile indexing. It significantly boosted organic search rankings for websites that are optimized for mobile; therefore, having responsive mobile web design became an SEO ranking factor. This is because most searches, or over 60%, are currently being done on mobile every day.

Responsive design is where desktop webpages can still be viewed in a display or web browser that is different in size from that of a standard desktop. This means that a website must offer the same support to a variety of devices.

WordPress already has mobile-friendly themes built with HTML5. If you want to be sure that your website is already optimized for other devices, you can use Google’s free Mobile Testing Tool.

Going Beyond Search Engines

These SEO techniques may be quite complicated compared to your basic keyword research and link building, but they are incredibly effective. You need to be always on the lookout for new tactics to implement, especially considering Google’s frequent algorithm changes and webmaster guidelines edits. You have to be flexible and adapt quickly to give your business an edge against the competition.

Aside from that, remember that your audience is human—you’re merely not doing SEO for search engines. Focus on user experience and intent when coming up with your own strategies. Try and experiment with these techniques, as well as others that you may find, and reap the benefits of taking risks.