The Weekly Marketing Roundup: 18/09/19

This Weekly Marketing Roundup: 18/09/19 we discuss SEO Tips to Increase Organic Traffic from Google and Tips on Facebook Ads. marketingnews sydneydigitalmarketing digitalmarketing weeklymarketingroundup Thank you for tuning into this Weekly Marketing Roundup: 18/09/19. Here we talk about SEO and Facebook Ads. Join the conversation in the comments below.

How to increase organic traffic: 11 top SEO tips

The challenge for any business is to make sure that when people look for a product or service like yours, they find you and not a competitor. There’s plenty you can do increase organic traffic at no cost except your time. Interested about SEO? We also wrote another post just here.


1. Optimise for your readers, not search engines

First and foremost, write your buyer personas so you know to whom you’re addressing your content. By creating quality educational content that resonates with your ideal buyers, you’ll naturally improve your SEO. This means tapping into the main issues of your personas and the keywords they use in search queries. Please your buyer personas, and you’ll automatically please the search engines.

2. Blog regularly

Blogging is perhaps the most effective way to increase your organic site traffic. It lets you go into more depth than your website allows and creates a large catalogue of helpful, persona-optimised content centred on your market niche.

3. Plug into the blogosphere

The blogosphere is a reciprocal sort of place. Read, comment and link to other people’s sites and blogs, particularly those operating in your market, and they’ll hopefully read, comment and link to yours, attracting more prospects. A good place to start is Quora. A neat tactic for getting your voice out there is to spend some time gaining and sharing knowledge. It’s a platform to ask questions and connect with people who contribute unique insights and quality answers.

4. Use long-tail keywords

Don’t just go with the most popular keywords in your market. Use keywords that are more specific to your product or service. In time, Google and other search engines will identify your website or blog as a destination for that particular subject, which in turn will boost your content in search rankings and help your ideal customers find you. Long tail keywords are those three and four keyword phrases which are very, very specific to whatever you are selling. You see, whenever a customer uses a highly specific search phrase, they tend to be looking for exactly what they are actually going to buy. In virtually every case, such very specific searches are far more likely to convert to sales than general generic searches that tend to be geared more toward the type of research that consumers typically do prior to making a buying decision. seo-weekly-roundup-marketing-digital-long-tail-keywords

5. Get your meta down

The meta title, URL and description are the three key ingredients for an optimised web page or blog post. It’s simple but effective. In fact, all on-page SEO factors are important to get right, but meta descriptions and meta data means you can tell Google exactly what you’re talking about.

6. Consistently create quality content

Try to write and publish as often as possible, but not at the cost of quality! The more quality content – including thought leadership articles and blog posts – you have on your website or blog, the more opportunities you create for organic traffic to come your way.

7. Use internal links

Once you’ve built up a decent back catalogue of content, you can link to it in blogs and on your website, guiding visitors to more relevant content. This can keep visitors on your website for longer, which helps boost your search rankings.

8. Encourage incoming links

Google prioritises sites that have a lot of incoming links, especially from other trustworthy sites. Encourage clients, friends, family members, partners, suppliers, industry mavens and friendly fellow bloggers to link to your site. The more incoming links you have, the higher your site will rank because, quite simply, the more authoritative it becomes in the eyes of search engines.

9. Blow your own trumpet

You can also link to your content yourself, on your own personal blog, Facebook, Twitter, LinkedIn, StumbleUpon etc – no spamming, mind. If people come in from social media and spend time with your content, it is a strong signal to Google that the content is relevant, useful and interesting.

10. Use social media

seo-weekly-roundup-marketing-digital-social-media Build a presence on social media networks like LinkedIn, Twitter, Instagram and Facebook etc. All of these activities help to get your name and website address out on the internet. Here are a few tips to build your social media presence: 1. Identify Goals and Objectives 2. Let Them Know you are Human 3. Understand Their Needs 4. Include the Icons on Your Website 5. Link Your Profile to Your Website 6. Share with Everyone 7. Create an Integrated Social Media Strategy 8.  Produce Valuable Content 9. Engage with Everyone 10. Optimize your Social Media Accounts

11. Use data and metrics to optimise results

seo-weekly-roundup-marketing-digital-google-analytics-metrics Use something like Google Analytics to track visitors to your site and blog. Being able to see where they come from and what keywords they searched for allows you to fine-tune your content. Ultimately, to increase organic site traffic, you need to give your customers what they want – quality advice, information and insight. Willing to learn more about SEO? We wrote a massive 5000 words post just here.

How to build an effective Facebook Ad?

seo-weekly-roundup-marketing-digital-facebook-ad Are you sick and tired of losing money on Facebook Ads? Many advertisers just like you take a swing at a new ad campaign every day, hoping to finally hit the ball out of the park and win the game. They test a myriad of demographics and interests, use a lot of different images, and even tweak their copy over, and over, and over again. Over one billion active users engage on Facebook every day, which represents a tremendous opportunity for advertisers to leverage their content in front of potential customers. The variety of targeting options available allow marketers to get the greatest value out of each ad dollar spent on this vast network, making it an ideal place to drive conversions, downloads, and lead generation. In fact, we found that 55% of social media marketers use Facebook as their primary platform, and eMarketer learned that nearly 68% of all social media ad spending is on Facebook Ads.

Here are some advertising tips:

1. Keep track of qualitative metrics.

seo-weekly-roundup-marketing-digital-facebook-ad Video views are primarily an efficiency spend, looking at the gross number of video views we can get for our investment, at the lowest possible CPV (cost per view). In the offer redemption area, we can go a bit deeper and also calculate our CPA (cost per acquisition) for each person who redeems the offer. Through all of this, we look really hard at qualitative feedback.

2. Take advantage of Facebook’s precise Ad targeting.

You want to target moms of young children in a 15-mile radius from a [children’s] clothing consignment store? Facebook lets you do that. You want to get young men in the sales profession between the ages of 30 and 35 to click through to your site? Facebook lets you do that. Use the Audience Insights feature in your Ads Account to research all of Facebook, fans of your Page, or people in any custom audience to gain better insights into who they are and how to target them.

3. Test different creative assets for best results.

The Facebook split testing feature lets you become a more data-driven marketer. You can answer important questions about different components of your campaigns, as opposed to just making assumptions. seo-weekly-roundup-marketing-digital-split-testing Facebook lets you test five different variables—including ads, delivery optimization, audiences, placement, and multiple variables—so you can see what works best and improve future campaigns. Note that within a Facebook split test, you can have up to five variations of your test variable (five different ads using the creative split test, five different audiences with the audience split test, or five different placements with the placements split test). You can use the audience split test when targeting the different types of traffic temperature—cold, warm, and hot—with multiple campaigns at each level of your sales funnel.

4. Pay attention to what visitors do after they click.

User behavior reports, which come from website click tracking, provide you with a map of sorts that tells you about website visitor activity. Based on that data, you make decisions about how to redesign your site, direct visitors’ attention, and remove distractions.

5. Don’t force new trends into your Ad strategy.

You have to determine a trend’s genuine value offer before diving in headfirst. If something isn’t resonating with your audience, there’s no reason to continue chasing the hype just to be seen doing it — your audience could see that as a major turnoff. Identifying these metrics, setting up proper tracking and keeping a pulse on performance is key to determining ROI from social advertising.

6. Find inspiration from your competition.

Being able to tell what your competitors are promoting on social is invaluable. Comparing our Facebook spend with that of our competitors gives us a level playing field on which to evaluate the impact of our content.

7. Publish videos that are short and sweet.

When considering images, faces and bright colors pop more (high-res only), and video can be super impactful for ads when kept to 30 seconds or less. Bonus points if your video has closed captioning so that users don’t need audio to consume your message.

8. Focus on the mobile experience.


9. Experiment with video.

We are always eager to test new products and the latest betas to innovate with our marketing. This includes 360” video, renderings, and more, all developed by our in-house team.

10. Diversify your ad format.

There are messenger ads, dynamic ads, video ads, sponsored mentions, slideshow ads, collections, instant experiences, lead ads, and more. Different formats lead to different results, so Facebook will recommend formats that are most conducive for your objectives.

11. Pay attention to load time.

The longer your website takes to load, the more it adversely affects your conversion rate. Even if your CTR from Facebook Ads is pretty high, your advertising efforts and budget will be wasted if your website takes more than 7.5 seconds to load. seo-weekly-roundup-marketing-digital-load-time For the retail e-commerce brand, the difference between 7.5 second load times and 11.5 second load times (which, if my math serves me correctly is a whopping FOUR seconds), means a conversion rate that plummets 60% and a revenue drop of 62%. By connecting with your developers and eliminating unnecessary parts of your landing page, you can cut down on load time and boost your ROI.

Optimizing your images to Increase Organic Traffic from Google

It can be a great way to expand your search presence, aligning your images with visual discovery. Here are a few items from the list:

  • Start with keyword research
  • Create high-quality images
  • Choose the right file type
  • Scale your images to correct proportions
  • Optimize your file names
  • Reduce the file size
  • Write descriptive alt text
  • Add captions and titles