Why SEO Is An Ongoing Service Instead Of A One Time Service

A person using their laptop to look at Analytics.

SEO, short for search engine optimization, refers to optimizing your website so it appears in the search results of search queries related to your business or nonprofit.

A common misconception about SEO is it’s often seen as a one-time service. However, like most things, SEO needs continuous work and maintenance in order for it to deliver the best results.

Here’s why SEO is an ongoing service instead of a one-time service.

Search Engines’ Algorithm Changes

The biggest argument for why SEO needs to be an ongoing service is search engines change their algorithm hundreds of times a year. Moz, an SEO software company, believes Google changes its search algorithm 500-600 a times a year! If that’s not much of an argument for why SEO is an ongoing service, we don’t know what is?

Technical Errors Impact SEO

Technology evolves at a rapid rate, and since Google wants to present its users with the best user experience possible, if there are technical errors with your site (like broken plugins or links) it can negatively impact your SEO.

Our agency uses Google Search Console to uncover any technical errors with a site, such as 300, 400, and 500 pages, which are errors. Another thing we use Search Console for is checking to see if a site is getting indexed. If Google is not crawling your site, you’re not going to have good SEO.

Content Is King In SEO

Content is the backbone of SEO. Every time you write a new blog post, you are giving yourself a new page, which presents you with new keyword opportunities. People use Google to find the answers to their problems, and most times, blog posts are what appear in the search results. If you write unique blog posts regularly that have 300-500 words, internal and external links to relevant content, and well-placed keywords, you will see a boost in your SEO.

SEO Involves Updating Content

Google loves fresh content. Content that was published more recently ranks higher than content that is older. The reason for this is fresh content tends to be more accurate. To prevent your older pieces of content from dying off, we advise updating them. Do your research to include current and accurate information. Also, be mindful of the links in your posts. Are they outdated too?

Other things you should update are your meta titles, meta descriptions, and heading tags. You should update these three things on a six- to twelve-month basis depending on the results in your Google Analytics and Search Console.

SEO Is Also About Link Building

Although the landscape of SEO is always changing, having high-quality links link back to you has always been one of the major pillars of SEO. Link building is the process of acquiring high-quality websites to backlink to your site. Moz has described link building as “a vote of confidence about a page.” The theory is that when someone links to another website, the person is saying the website is a good resource.

You can build links by asking other websites in your industry to link back to you, or you can submit your site to relevant directories.

Contact Sperling Interactive at (978) 304-1730 to learn about our monthly SEO package and what else you can do to improve your site’s optimization.

Why You Shouldn’t Use AdWords Express

A laptop open up to Google Ads.
AdWords Express has been called the simplified version of Google Ads. It was designed for small businesses that don’t have the time or the knowledge to run Google Ads.

While AdWords Express is just like Google Ads in that your text-based ads will be displayed at the top and bottom of a Google search, on Google Maps pages, and across the Google partner site network, we don’t advise businesses use it even though it’s quick and easy. Here’s why.

You can’t select location-based keywords

This one is irritating as most people have a city or ‘near me’ in their search queries. Because you can’t select location-based keywords in AdWords Express, ads end up going everywhere, and if you’re a small, local business this is a terrible way to waste your marketing dollars.

You’re limited with your keyword matching

You’re stuck with broad match keywords in AdWords Express. This means your ads will also appear under similar keywords to the ones you selected.  

Broad match means your ad can appear in searches that have a keyword you bid on, but that isn’t always good for your business.

Like if you’re a contractor and you bid for ‘contractor boston,’ you may appear in a search results regarding how to become a contractor.

You’re not able to build a negative keyword list

Negative keywords are the keywords you don’t want your ad to appear for and they are important for any campaign.

Imagine if you’re an IT company for businesses and your ad starts appearing for searches related to personal computer repairs.

Or imagine if you’re an interior designer who helps clients redesign their rooms, but doesn’t do remodeling projects, and your ad starts appearing for bathroom and kitchen remodeling projects.

Or what if you offer a high end product, you wouldn’t want your ad to show for search queries where the words ‘cheap’ and ‘inexpensive’ were typed.

In AdWords Express, you can turn off keywords that you don’t want to bid on, but this won’t actually keep Google from showing your ad for that keyword. Your ad could also still show to a searcher using one of your negative keywords through another broad match keyword.

You can’t track conversions

In AdWords Express, you can’t add conversion tracking! This is one of the worst qualities of AdWords Express in our opinion. While AdWords Express can show you how many clicks you are getting, it will not tell you who has converted from those clicks. Most businesses don’t use AdWords Express or Google Ads just to increase their website traffic. They are usually trying to increase sales. With the ability to track conversions possible on Facebook Ads, email marketing, and regular Google Ads, it’s a waste to not know with AdWords Express.

You can’t add ad extensions

Ad extensions are callout links, site links, and snippets. Ad extensions make your ads more enticing to users because they have more content.  

Another annoying thing about AdWords Express is you have a limited number of characters. You have 25 characters in the headline, 35 characters each in the two lines of text, and 35 characters in the display URL. This makes coming up with catchy headlines and a clear call-to-action even harder.

AdWords Express has a minimum monthly budget of $45

Another reason why we don’t like AdWords Express is it gives the impression you can have a small marketing budget to advertise on Google. We always tell our clients that any monthly budget under $500 is not worth their time. As we’ve all heard this before, it takes money to make money.

As you can see, Google Ads gives you control and optimization. To learn more about Google Ads, check out our earlier blog post, Google Ads vs. Facebook Ads here.

Google Ads Vs. Facebook Ads

A person using a computer mouse.

Pay-per-click advertising has become a popular advertising avenue for businesses in the digital age. There are many types of pay-per-click (PPC) ad services, but the two most common ones are Google Ads and Facebook Ads.

Google Ads appear when people search for things online using the search engine, Google, and Facebook Ads are ads that appear in Facebook users’ feeds.

In today’s blog post, we will cover the benefits of both platforms and when you should utilize Google Ads and when you should be using Facebook Ads if you can’t utilize both.

What Are Google Ads?

Google Ads is the world’s largest PPC advertising platform. Google Ads is so widely used it is often referred to as “paid search” even though the search engine Bing has Bing Ads, which is just like Google Ads only the ads appear on Bing.

Google Ads deals with selected keywords and are largely text-based. Advertisers bid on keywords, which are either specific words or phrases users put in the search query, in the hopes of their ads appearing in the search results, either at the top of the page or at the bottom.

Every time a user clicks on the ad, which brings them to either the advertiser’s website or a curated landing page, the advertiser is charged a certain amount. At its core, advertisers are paying for the potential of finding new customers and/or clients based on the keywords and search terms they enter into Google.

What Are Facebook Ads?

Facebook Ads are referred to as “paid social.” In Facebook Ads, advertisers market their products or services to Facebook users based on their target demographics, behaviors, and interests. At its core, advertisers are paying for the potential of finding new customers on Facebook based on targeting features.

The Benefits of Google Ads

In Google Ads, advertisers are able to advertise to users in their search network and display network. The search network is the search engine, Google, and the display network are the banners you see when you’re surfing the web. Google’s display network spans 98% of the World Wide Web. Their display network is great in that it enables you to spread brand awareness to those who haven’t converted while they are using the Internet.

Another benefit of Google Ads is the number of people who search with Google. Google is the most popular search engine in the world with more than 40,000 Google search queries every second!

A misconception PPC newbies have with Google Ads is they think the advertisers with the biggest budgets are the only ones that perform well. The ads that perform the best aren’t necessarily the ones with the biggest budgets behind them, but the ones that are the most relevant to the users. You need relevant keywords on your landing page and ad copy. If your ad is getting a lot of clicks and conversions, you will see it appear higher in the search results over time. It’s important to note one of the only ways you can continue to improve your ads is to do A/B testing.

The Benefits of Facebook Ads

Just like Google, Facebook has an impressive number of users. Facebook has more than 1.55 billion monthly active users. That is more than ⅕ of the entire world’s population!

Facebook users share a lot with the social media giant. Not only do they share the biggest moments of their lives, but they consume, like, and share content that aligns with them, which enables advertisers to really market to their niche audiences.  

Advertisers can also use Facebooks Ads to create lookalike audiences, which allows advertisers to input deals of their existing audience into Facebook to reach new people who fit that mold.

With Facebook ads, advertisers can also upload photos and videos to peak the interest of users.

The last great benefit of Facebook Ads is fairly affordable. You can be a small business with a budget and competitors that are household names and still meet your goals.

Google Ads vs. Facebooks Ads

Based on the passages above, it’s clear Google Ads and Facebook Ads are both very useful advertising outlets. But which one should I use? Well, it depends.

When You Should Use Facebook Ads

You should use Facebook Ads when you really know your ideal audience since Facebooks Ads allow you to target people based on their demographic, behaviors, and interests.

You should also use Facebook Ads if you don’t have a big budget if you are small fish and your competitors are sharks. We always advise our clients Google Ads aren’t favorable if they have a small budget. If your budget is under $500 a month, you can still do well on Facebook.

Facebook Ads are great if you have an event coming up or a special offer as Facebook has ads that are meant just for these types of specials.  

Through Facebook Ads, you can also put the ad on Instagram. So if the picture sharing app does wonders for your brand already, it may be worth putting most of your marketing dollars to Facebooks Ads.

When You Should Use Google Ads

Google Ads should be used when you’re trying to increase sales. When people utilize Google, they have a problem and are looking for answers. People don’t scroll through Facebook because they have a specific problem. They want to catch up with their network so with that in mind the intent to buy is much higher with Google Ads.

You should also consider Google Ads if you have used it before. Google likes giving preference to businesses with experience as they have more insight into the user experience.

All and all, when it comes to marketing, it’s always important to evaluate your goals. Call Sperling Interactive today at 978-304-1730 to learn more about how we manage our clients’ ad campaigns.