Google Local Services Ads: What You Need to Know

At Artemis, we pride ourselves on staying up-to-date with very latest changes and innovations in SEO and digital marketing. One new addition to Google’s products and services is Google Local Services Ads – and it could have huge ramifications.

Google Local Services Ads launched in the UK at the beginning of October. They have been around for a while in the US and Canada in 2015, but the service has now officially been rolled out in Britain. These ads offer an incredible opportunity for small to medium sized businesses in particular, providing access to some of the top spots on Google on a pay per lead basis rather than pay per click.

In this guide, we’ll explain how these ads work and why it is vital that local businesses start using them as soon as possible.

What are Google Local Services Ads?

Local Services Ads allow local businesses to connect more easily with searchers and provide a great opportunity for collecting leads. They occupy a coveted position at the very top of the SERPs but are presented in card form rather than the usual text ad for even greater visibility.

What’s more, these cards stand out thanks to the green ‘Google Guaranteed’ check mark that sets them apart from other businesses. For local service providers, such as plumbers, electricians or cleaners, these ads offer a fantastic opportunity for increasing revenue and brand visibility, as well as making it easier for users to connect to local services quickly.

Local Service Ads sit outside the realms of Google Ads and Google My Business – it’s a separate product entirely that provides leads to the advertiser who can then respond to calls or messages directly through the ad.

It delivers a seamless experience that means users don’t actually have to leave the SERPs in order to get in touch with a provider, which in turn can boost conversion rates if utilised correctly.

New Google Local Service Ads
Google’s new local ads have increased visibility in search results.

An incredible opportunity for businesses

Google Local Service Ads presents a unique and unmissable opportunity for businesses to capitalise on this new area of the market. The companies that were first to make use of Google Ads were able to have enormous success – and this is a very similar opportunity, but based around local search.

Your business can have the phone ringing with genuine enquiries within days of signing up. And if you’ve been put off by the cost of Google Ads in the past, it’s worth pointing out that in the US, where Local Ads have been around for longer, the cost per lead has shown to be around 50% lower than on traditional PPC.

How to get the ‘Google Guarantee’?

Businesses that want to be Google Guaranteed and receive that green tick of approval need to pass Google’s background checks. They also need to have their license if relevant and insurance details verified.

One thing to note is that businesses who operate as a franchise or have field operatives working for them will need each individual to go through these checks too.

It is also worth pointing out that the ‘Guaranteed’ tick can just as easily be removed as it is given, so diligence in this area is critical.

How does the ranking work?

Unlike the standard search strategy, there are no keywords at play here. Google relies on different indicators when ranking businesses, such as location and your review score.

This is where businesses that have an existing Google presence will have a head start over other companies. While location is naturally out of the advertiser’s control, it does help to maintain an up-to-date business profile.

This includes the business name, location, a phone number (this comes with a tracking number for data analytics), business hours, reviews and any unique selling points you want to highlight, which ideally will include your Google Guarantee.

New Google Local Ads Profile
Unlike previous ads, businesses don’t have to pay when customers click on their profiles (which look like the one shown above). Instead, they only pay when a potential customer calls their number for 30 seconds or more.

Which businesses can benefit?

Google has confirmed that the vertical markets included in the UK launch include:

  • Appliance Repair
  • Carpet Cleaning
  • Electrical
  • Garage Door Repair
  • House Cleaning
  • HVAC (Heating, ventilation and air conditioning)
  • Lawn Care
  • Pest Control
  • Plumbers
  • Removal services
  • Roofers
  • Tree Services
  • Waste Removal
  • Water Damage
  • Window Cleaners
  • Window Repair

Why Local Service Ads matter to businesses

Going forward, local service businesses will essentially comprise their own SERP subset, set apart from the usual search results. This offers a distinct advantage in having ads for businesses that can maintain positive reviews and visibility to their local market.

But managing your responses is key – in order to keep receiving notifications, businesses need to be able to respond as quickly as possible in order to stay part of the ranking algorithm.

There are numerous benefits to Local Service Ads, not least the prime spot it provides above regular text ads that delivers excellent exposure for local businesses. It’s also a great opportunity for connecting to people searching for your services, resulting in higher quality leads.

Businesses using these ads only pay for leads related to their specific business or services, and the ads show up across all searches, including mobile, tablet and desktop. When compared to standard search ads, Local Service Ads are easy to set up and they don’t require keywords or creativity to manage – the information is simply pulled from the brand’s business profile.

Final thoughts

This is an extremely rare opportunity to take advantage of a new Google service that many of your competitors won’t be ready to capitalise on. Google Local Service Ads could mean higher conversion rates, less time wasted seeking out customers and increased exposure for your business.

With an easy management platform and the chance to connect to high-quality leads, it could mark a great difference for local service providers in the future.

At Artemis, we understand it is absolutely crucial to keep up with the latest changes to Google in order to benefit our clients. If you are interested in learning more about how we can help business manage their Google Local Service Ads, as well as their other SEO concerns, please contact us today.


Branding: Secret Weapon to SEO

Branding: the secret weapon of SEO

Standing out from the crowd in the world of business is critical and it’s precisely for this reason that branding is so key – it defines your business and is how people identify your company. But branding has been seriously overlooked as a tool of SEO and digital marketing. So, what is it about branding that makes it so crucial and what role does in play in SEO?  

What is branding?

In the minds of many, branding is just the colour scheme on your website or what your logo looks like. But while these elements are important, there’s far more to branding than just visual details. When branding is done well, you’ll find it woven into the very fabric of your business, from customer experiences to your values and reputation. Tone of voice and messaging, values and personality all fall under the umbrella of branding. In other words, there are non-tangible elements to your business that your branding is responsible for, which help a customer pick you from the crowd. 

Branding: Secret Weapon to SEO

How can branding help SEO?

Google uses algorithms to decipher where a website needs to land in the search results. There are various factors that play a part in this ranking system, from the keywords used and the quality of the content, to links, time spent on page and how quickly a page loads.

The good news is that each of these elements can be tracked and tweaked easily for a higher success rate. Branding is one of these elements, but the difference is that it works indirectly, making it harder to measure. But that doesn’t detract from the importance of it when it comes to page ranking. Here are some of the reasons ways branding affects SEO.

A boost for your inbound links

Inbound links from authority domains are one of the main ways that Google determines search engine rankings, but these links need to be relevant and placed naturally in-context; they need to be earned through editorial merit rather than traded or purchased. When links are included from a trusted, respected brand with a strong reputation, click-through rates will typically be higher due to more people being attracted to the site, which is great news for your business. 

It encourages social sharing

Social proof accounts for a small but significant percentage of ranking factors. In the same way that inbound links indicate that your brand is trustworthy and reputable, a greater volume of shares on social channels like Facebook, Twitter, and Instagram equates to increased visibility and reliability in the eyes of Google. 

Click-through rates are enhanced

Click-through rates, check-ins and clicks to call are all behavioural cues that tell Google your business is a trusted establishment. For example, if a dependable site ranks lower on the page but users skip higher results to click through to the link that’s believed to have the most dependable information, Google will push this result up in the rankings as it can see that it’s the business that people trust most. 

Branding and SEO can help shape your reputation online

The Search Quality Rating Guidelines set out by Google mention reputation on numerous occasions, particularly in relation to ‘what outside independent sources say about the website’. What this proves is that what others say about your business is just as, if not more, important than what you say about yourself, whether that’s in the form of news articles, forum discussions or third-party rating sites. 

Having a great brand reputation sits at the heart of this and it goes a long way towards where your ranks. It’s for this reason that brand mentions are so critical – when your business has strong branding and a great reputation, more people are naturally going to mention you. 

But while brand mentions are important, so is SEO. The two work together to boost your position in the rankings, as those higher up in the SERPs are more likely to be trusted than those several pages back. In order to build brand awareness and see a positive return on investment from your SEO strategy, you need to develop your branding and vice versa. 

Final thoughts

A thoughtful and considered brand-building strategy will boost your reputation as a business but it will also support your SEO efforts. Both SEO and branding are critical to any business success, impacting your visibility, sales and profits. When strategising, it’s important that these two factors are developed in harmony with one another for the best results. 

At Artemis, we are specialists in SEO and we understand how to use branding to maximise your website in order to boost conversions, sales, and profit. Get in contact with us today if you would like to learn more about our SEO services.


The role of content in boosting your local SEO

The rise in the importance of local SEO has been dramatic – once only a small niche in search, creating content and optimising for local search terms has become essential for businesses with any kind of physical presence. 46% of all searches are looking for local information, which shows just how vital it is for any business to ensure that they rank well around location-based terms.

Content writing has an important role to play in the deployment of your local SEO strategy – and many of the most useful ways to improve your rankings are commonly overlooked. Here we take a look at how written content can boost your local SEO.

Optimising your Google My Business

Google My Business has become a vital aspect of local SEO, as Google has looked to encourage businesses to provide it with the most up-to-date and accurate information about the company. GMB is considered to be Google’s specific tool to help businesses appear as they should in the listings – and an authentic and updated GMB profile should be rewarded with a position in the sidebar space.

But content can also play an important role in optimising your GMB profile to ensure that the description of your business includes relevant keywords and phrases. These won’t affect your search rankings in any way, but they can help your profile stand out and reinforce to potential customers what you do.

 

Strengthening meta descriptions and title tags

Sometimes overlooked, meta descriptions and title tags are still important – especially to local SEO. When a customer makes a location-based search, they are shown the SERPs and at that point in many searches it is still only the title tag and meta description that provide any information about what is contained on the page.

A well-written meta description should include the location term you are targeting so that it shows up in bold in the SERPs. And a strong title tag reinforces and reassurances the potential visitor with what they are clicking on.

Expert local content

Google is getting smarter and is increasingly learning what constitutes great content on a website – and how to best serve up that fantastic content to searchers. Writing remains an absolutely invaluable form of content that is useful not only from Google’s perspective, but also for the user. Providing great local content related to your industry can be a huge benefit from a local SEO perspective, as Google begins to associate your site with valuable local information.

This could include anything from educational content to local events and news – anything that is relevant to your business and incorporates the local area. Creating this kind of content is a fantastic way to discover a market niche that can bring visitors back to your site again and again. Spend some time conducting research into who your local customers are, and what they are interested in. This will allow you to develop a smart content strategy.

Content for local intent

It is also important that you should create pages and support content around local keywords and search terms. This is vital in narrowing the competition for the terms and reaching the audience that you are interested in. Ultimately, Google needs a good number of signals that your website serves a local audience – when the algorithms understand this, they are more likely to rank your page highly for local results.

It is important here that you should utilise local schema markup as this is still underutilised by businesses;  this can be a great way to gain competitive advantage over them.

Local link building

Links are still arguably the most vital currency in SEO – and this is no different in local SEO. In fact, it is magnified. Local links have fantastic relevance to your business, as Google is able to understand that a local site linking to another is a great indicator of the quality of that site. The sophistication of Google’s algorithms continues to grow, so the importance of gaining high-quality local links will only become greater.

Creating excellent resources and useful content is still an excellent way to earn high-quality links back to your site from authoritative local websites.

 

Encouraging reviews

Reviews are absolutely essential to local businesses, so it is no surprise that they carry a lot of weight from an SEO perspective too. But many businesses can be accused of not really doing enough to encourage customers to provide reviews of their products or services.

However, high-quality content writing can help here too. Smart messaging and strong calls-to-action (CTAs) can have a huge effect on customers, and can be the difference between them leaving a five-star review for your site, or clicking away.

Writing for specialist local directories

There are many directories that your business should be listed in as a matter of course – this differs by industry but could include anything from TripAdvisor and Yell to Yelp and Thomson Local. But many businesses fail to utilise strong local directories with a good reputation. These can be an extremely valuable place to list your business.

On these directories you will need a short description of your business, and content writers can create these for you. Good business descriptions should include all of the relevant details about your organisation. And in case you’re thinking of copying the text from your homepage, be aware that many directories will not allow the use of duplicated content.

Final thoughts

Content writing has a major role to play in all aspects of SEO, and it is certainly true of the work you are doing to get your business ranking on local search terms. It is a great idea to work with specialist content writers who understand the needs of SEO, as well as how to write excellent content.

And of course, it should also be stated that while content is extremely important, there are a huge number of other elements that make up a strong local SEO strategy. At Artemis, we have years of experience in SEO, keeping up-to-date with best practice and helping businesses with all aspects of digital marketing.

If you would like to learn more about our range of services, get in contact with our friendly team today.


Merry Christmas from Team Artemis

Merry Christmas from Artemis!

The team at Artemis would like to wish everyone a Merry Christmas and a very Happy New Year!

 

We would like to say a big thank you to all of the wonderful clients that we have worked with across the year. We look forward to continuing a fantastic working relationship in 2020.

2019 has been a big year for Artemis as we have settled into our brand new office in Hurstpierpoint and worked with a amazing array of clients from across the UK and beyond.

We are looking forward to growing further in 2020 and helping more businesses succeed with their online marketing.

Our team is taking a well-deserved break to enjoy some festive cheer and get in some relaxation in the run-up to the New Year to return reinvigorated in 2020.

Merry Christmas everyone!


Artemis blog Google video 2

Goal setting video from Google

You might have recently seen the fantastic beginner’s overview from Google explaining how Google search actually works. If you enjoyed it, you might be interested in watching the second video in the series – Setting goals for your website (and why it matters). This video explains the various types of metric that you could consider tracking, including queries, impressions, and clicks, and introduces important analytics tools search as Google Analytics and Google Search Console.

If you’re interested in learning more about Google and how SEO can revolutionise your business, contact the team at Artemis today.


Brighton SEO Blog

Best of BrightonSEO September 2019

Five members of the Artemis team attended the September 2019 edition of BrightonSEO – one of the world’s largest SEO conferences. With around 4,000 people estimated to be in attendance, and more than 80 talks, there was plenty to see and learn. And while we didn’t get to see everything, we did enjoy some fantastic presentations. Here are some of the talks that we enjoyed the most.

Brighton SEO

Greg Gifford

Undoubtedly one of BrightonSEOs most renowned and popular guest speakers, Greg didn’t disappoint with his talk on entities and the future of SEO. With a slideshow brimming over with horror movie references, Greg talked about how brand building and traditional forms of marketing are set to become an important SEO issue – especially for local businesses. His recommendations were to focus on relationships and utilise Google My Business to its fullest extent.

Check out his SlideShare here, not only for the fantastic content but for a great list of films to watch!

Alex Jones

Keen to dispel comparisons with his namesakes including The One Show host, and the American conspiracy theorist, Alex provided a practical look at supporting content – pieces that complement the main asset in a campaign. Rather than putting all of your efforts into one piece, Alex recommends creating multiple pieces of content that support and reinforce the main asset you are working on.

Stacey MacNaught

Stacey’s talk took a fascinating look at alternative ways to generate links other than link building; especially focusing on websites with smaller budgets. One key factor involved understanding seasonal events and how to tie them into your campaigns. And rather than putting money into infographics, you should look for new and interesting ways to present data – flourish.studio offers some great examples of this.

Marie Page

Highlighting that Facebook is putting a much greater emphasis on groups, Marie provided some great practical information for businesses that might look to leverage groups to their advantage. Companies can be linked to groups – but they should not use these groups as an advertising space. Instead, think of them as an open community.

Tim Soulo

Tim Soulo’s talk focused on the importance of semantics, and very interestingly showed how a piece of content can get a lot more traffic if you carry out proper keyword research into the topic, and ensure the piece goes into detail. He recommended that rather than targeting one specific keyword with a high search volume, it can be more effective to create content that is picked up by a broad variety of key phrases.

Paige Hobart

A highly engaging speaker, Paige’s glossary of SERP features was insightful for anyone interested in organic traffic.

Dana DiTomaso

This talk was a real showstopper. Dana discussed using the CID as a custom dimension in Google Analytics, which allows you to attach sessions to requests and improve attribution without having a big CRM or reporting tool.  This help focus on what converts as well as actually sells; not just website ‘conversions’, but actually those that bring in revenue.

Brighton SEO

 

Brighton SEO

 

Brighton SEO

 

At Artemis we love to take the time to keep our SEO knowledge up-to-date, and given that BrightonSEO is only 10 minutes away from our base in the West Sussex countryside, we attend as often as we can. If you would like to learn more about what we can do for you, get in contact with the team at Artemis today.


Video Production

Artemis launches a range of new services

At Artemis we recently celebrated our 15-year anniversary – we’ve been in business since 2004, offering expert SEO and digital marketing services to small and medium sized businesses across the UK.

We felt that now was the perfect time to unveil an exciting range of new services, many of which have been requested by our clients. These services perfectly complement our current marketing offerings, and allow us to expand our variety of digital services to both existing and new clients.

Many clients have asked us in the past for services including video, photography, and design work, and historically we have recommended external partners – but the feedback has been clear: now is the time to bring these services in house.

Video Production

 

We understand the importance of superb video and photography content for use on client sites and in off-site marketing materials, but great quality work needs to be available at a price point that suits our clients.

With that in mind, Artemis is now proud to offer exceptional video and photography services. Offering everything from promotional videos and tutorials to interviews and live streaming, we can combine our marketing skills with superb visual content to produce stunning work including graphics, overlays, subtitles, and more. Our videos can help develop customer confidence and increase conversion rates.

Great photography on your site is also crucial. Our new range of photography options include headshots for staff members, enticing ecommerce and product photography, and business branding – all essential in showing off the professionalism of your organisation.

Graphic Design

 

We have also ramped up our in-house design and creative services and can now offer our clients a full list of options ranging from graphic design and logo creation to corporate merchandise and even full rebranding work.

These services are a crucial part of modern digital marketing and truly complement our current offerings.

If you are interested in learning more about what Artemis could do for your business, please don’t hesitate to give our team a call on 01444 645018 or email us directly at info@artemis.marketing.


Content for Landing pages

How to write better content for landing pages

When a visitor arrives on one of your landing pages, you want to make a brilliant first impression, and the best way to do this is with fantastic written content. Your site content can make the difference between a conversion and a missed opportunity, so it is something you need to take your time over and ensure that you are getting right.

David Wells, Senior Content Writer at Artemis, takes a look at how to write for business websites, and some of the techniques that you can use to improve your landing pages.

Man Writing notes

 

Focus on the benefits

When businesses write content, they can often make the mistake of focusing too much on what makes their products or services great. It’s so common to see landing pages waxing lyrical about the business itself and what makes their products better than the competition – and the fact is, this won’t do anything to impress customers.

Visitors to your site are savvier and smarter than ever before, they have immediate access to all of your competitors, so they already understand the features of the product.

Whether you are selling B2B or B2C, the only thing that your customers really want to know is how your product/service will benefit them.

Your landing page content needs to show them how it is going to make a difference to their lives – focus on the result of using your products, not the theory of what makes it better than your competitors.

Take a look at a great example from swimming pool manufacturers Compass Pools. The unique selling point of the company is the unique material that the pools are made from. But rather than focusing on the material itself, the company sells its pools due to the benefits: cleaner water, energy efficiency, faster installation, and a longer warranty.

Landing pages example

 

 

Test how your content performs

The theory is one thing, but how your content actually performs in the real world should be the driving factor in how you write it. Take the example from conversion rate optimisation (CRO) specialists here, who will A/B test pages to find out which is the past effective way to present a product.

To do this you should write two versions of the content – using one for a specified period of time, then switching to the other.

You can then analyse how to different versions of the content perform for your site. Whilst doing this you should look at issues such as how well customers converted on the site, as well as how the content affected your search rankings.

This process should be continuously repeated to help you refine the content and find the most effective option.

Use eye-catching statistics and numbers

It is important that your landing page does a fast job of impressing the reader. One of the best ways to do this with content is to use statistics and numbers that draw the eye. Customers are more persuaded by information that is supported with evidence.

Anyone can make claims on their website, but not everyone has relevant and detailed statistics that they can quote. If you have got numbers that show off the effectiveness of your products or services then you should be using them.

It’s a technique that we use at Artemis on our homepage. We are proudly ranked the no.1 SEO company for small businesses out of more than 1,300 organisations across the UK.

Just saying that we are the best isn’t going influence many, but when we can back it up with statistics from independent review site FreeIndex, it’s much more impressive.

Landing page example

 

Don’t be afraid of user-generated content

When many businesses think of user generated content, they think about reviews. And reviews are an extremely important feature for your pages. In fact, statistics released by Moz indicate that 67 per cent of consumers are influenced by customer reviews, which shows just how valuable they are to someone making a decision on whether to buy on your site.

However, there are still websites that are shying away from user generated content – perhaps preferring to retain full control over how products and services are represented.

But this can be a mistake, as it can add a huge amount of value and an outside perspective to your pages.

There are a huge number of ways that customers can contribute content to your website ranging beyond comments and reviews to full-fledged testimonials and case studies.

Keep it simple and straightforward

It is vital that you create content for your landing pages that is going to convert. And when it comes to conversions, nothing is as effective as simplicity.

Customers like to be able to instantly understand products, and online copy necessitates the use of shorter sentences and words; this is especially true when optimising your content for mobile devices.

Take a look at how Apple markets its new iPhone XR – the sentences are extremely short and the concepts are simple.

Apple landing page example

 

At Artemis, we have years of experience in creating exceptional content for businesses to help them increase their web traffic and improve conversion rates. If you are interested in working with us, please get in contact with a member of our friendly team today.


Cyber security

How your cybersecurity affects your SEO

Did you know that your business’ website security directly affects your SEO? Google sees many of the effects of a hack or breach as a negative ranking factor. This means that cybersecurity is not only important for the safety of your business data and assets, it can also affect your traffic from Google and other search engines.

In this blog we take a look at how the damage and disruption to your site caused by a cyberattack can cause you to slip in the rankings. If you have seen your positions drop as a result for a cyberattack please contact us today for information on the SEO services we can provide to get your business back into a strong position.

Hacked site warning

You have probably seen a Google listing with a warning message that reads ‘This site may be hacked’ similar to the image below:

Cyber security

This is never good news for a website, as it means that Google has noticed that the site is showing signs of having been compromised by cybercriminals. It’s worth pointing about that this will see a very negative effect on your traffic, as the message could put visitors off clicking on your page.

In terms of your SEO too, this is a real cause for concern beyond the challenges of dealing with the potential hack itself. Firstly, we know that the behaviour of users affects search rankings – if your site is hacked and not being clicked, this indicates to Google that you are being ranked incorrectly and are a less useful result.

This means that sites that Google believes have been hacked will very quickly see a drop off in their rankings. The damage to your SEO is greater the longer the message is attached to your site. You can have the warning removed from your site by contacting Google via Search Console to request they review your site. However, it is important that you do something about the hack first.

Content changes on hacked sites

You might assume that the only reason that a cybercriminal would look to compromise your site would be to steal data. However, this is not the case at all – cybercrime has a large range of goals and objectives.

According to a recent study from GoDaddy, 73.9 per cent of cyber-attacks against websites are SEO-based. Sites are hacked and the content is changed with various tactics being used such as adding outbound links to a website, creating new covert web pages, or even configuring the site to show something entirely different to Google.

There are also examples of terrorist organisations and other nefarious groups hacking websites in order to spread propaganda. Other common site modifications include using compromised sites to send spam emails or mine cryptocurrency.

No matter how a site is modified, it can cause seriously reputational damage in the eyes of Google. This can lead to you losing hard earning ranking positions, or even be penalised if links to dangerous sites, or irrelevant content are discovered by crawlers.

The importance of a secure connection

It was back in 2017 that Google Chrome began labelling HTTP websites as ‘Not secure’ – and while at the time sites were not being punished in any other way by this label it was a signifier to the SEO community that having a secure site was something that was going to become very important. The message referred to sites that were using HTTP rather than HTTPS; those not using password encryption, and are therefore less secure.

Cyber security

Initially the ‘Not secure’ label was a problem for SEO only due to the fact that it could put off potential visitors from staying on your site. But Google has since confirmed that the message is now a ranking factor, so it can be losing you traffic in multiple ways if you do not make the switch over to HTTPS.

Bad reviews of your site

Reviews are becoming increasingly important as a ranking factor on Google – the search engine has its own Reviews section and customers and visitors are invited to leave comments about the site. If a site builds up a number of negative ratings, it can start to see the site fall in the rankings. If your website is hacked in any visible way – such as with content changes or warning messages as mentioned above, visitors may start leaving negative reviews.

These reviews hang around and can have a huge impact on your site and your business. This is another reason why it is critical to invest in cyber security for the sake of your SEO.

It should be noted that Google will remove negative reviews against your site in certain circumstances when the reviewer has contravened the guidelines. For example, if someone has used illegal or racist language, or if they have created a number of similar reviews against similar businesses to yours.

Downtime is bad for your SEO

If you suffer any kind of cyber attack or data breach it is almost inevitable that your site will require a period of downtime. It is necessary to take your site down as you seek to understand the extent of the incident, address any damage, and establish how the attack occurred. This is a very important period of your business as you will need to take the time to clean your site – but it can also leave you in a position where you are offline for a significant period of time.

Downtime for a period of minutes won’t affect your ranking, but when your site is offline for hours or even days at a time you will start to see significant rules in your ranking positions.

Cyber security

What does your business need to do?

It should go without saying that cybersecurity needs to be a priority for your business, both as a function of keeping your data and assets safe, but also to protect your Google rankings. Every business and organisation needs to take appropriate cyber security advice and implement relevant defence measures to minimise the risk of a successful attack.

At Artemis, we are an SEO agency that understands the importance of powerful cyber security measures. We understand the need for a holistic approach to SEO and digital marketing – we would love to talk to you about the services we provide so contact our friendly team today.


Using PPC data to inform SEO

Using PPC data to inform SEO

Traditionally, SEO and PPC have been seen as very separate entities – rivals competing a bigger slice of the digital marketing budget in any given organisation. Your company’s organic search specialists will argue that SEO is a long-term strategy with better value for money and lasting effects that make a difference for your business. But those interested in paid search will counter: PPC is immediate, and it always gets results.

Of course, they are both right: SEO and PPC can each be effective strategies and can often work harmoniously for a holistic approach to digital marketing. But it is perhaps not recognised often enough that aside from working together – there is actually much that SEOs can learn from PPC practice and data.

Lack of communication between SEO and PPC specialists can be a hinderance to the success of a business. So, in this blog we will take a look at how your SEO department can utilise PPC data and insights effectively.

PPC data

Learn faster than SEO

As has been mentioned, PPC is typically seen as a ‘faster’ form of digital marketing. This is due to the fact that while the SEO work you do on a website can take months before you see a significant improvement in your rankings (and therefore, traffic and sales), PPC ads can bring in customers in minutes.

Clearly, then, there is an opportunity for SEOs to learn where they need to target their next campaign. For example, if your business is moving into a new product area, using PPC ads can tell you very quickly the kinds of products and pages that work successfully. Test product pages individually to see which ones perform the best. Long-term SEO can then be planned around these pages, as there may be more potential for conversions in them.

Understanding the metrics

PPC data can provide you with an absolute gold mine of useful information on how pages perform. Click through rate and conversion rate are two vital metrics that can be extremely easily tracked through a PPC campaign – you can take many insights from the campaign.

Look for pages with a high click-through rate but a low conversion rate. It may be the case that the advert here is misleading, so when visitors click through, they don’t find what they are looking for. Alternatively, it may be the case that the advert piqued the interest of the visitor, but the page failed to live up to expectations. These can offer great opportunities to improve these pages.

Check how your high click-through/low conversion pages fair through organic traffic – if the conversion rate is low here then the problem is clearly with the page. Low quality pages can be a big problem for long-term SEO – and simply by comparing the PPC data with organic data you can learn whether a page is a problem, or if the issue is elsewhere.

Useful reports

It was once easy to understand which search terms were generating the most revenue for your business. However, updates to Google Analytics made it far more challenge to access this data in a meaningful and useful way. It has become necessary for SEOs to effectively take an educated guess in order to establish the best converting keywords for their site.

However, if you are also running a PPC campaign then there is no need to guess. A PPC specialist will be able to easily obtain a search term report for your account that will include a full range of useful metrics including, impressions, CTR and, yes, conversion rate!

You can then take this useful data and understand which terms are the most effective. This is just one example of PPCs sometimes having access to information that a pure SEO specialist might not realise is available.

Practical examples for how you can use PPC data to inform SEO

There are plenty of practical of examples of things that the SEO team can start doing immediately in order to benefit from PPC insights.

  1. Faster A/B testing – we have already mentioned that one of the major benefits of PPC over SEO is that it works faster. This gives you the opportunity to carry out any important A/B testing at a much faster rate than what would be possible for SEO. While SEO A/B tests might take weeks or even months to come up with preferred options, PPC campaigns can find out in days.
  2. Use best performing ad copy to inform meta titles and descriptions – it is also worth noting that when a particular PPC advert works well, it can be sensible to use this to inform meta titles and descriptions. If a PPC ad that mentions ‘award winning service’ and it is performing above better than other ads, then it is definitely worth using this phrasing in your meta description.
  3. Calls-to-action – getting your calls-to-action right can make a huge difference to the success of a site. PPC ads tend to use a much broader variety of CTAs than standard pages, so they are constantly testing their effectiveness. Take a look at which CTAs convert best, and then roll them out.

But… be aware of the pitfalls

Of course, there is the potential to be ‘false positives’ within PPC data that, when applied to the site generally as an organic search tactic, will not be effective. There can be many reasons for this – perhaps visitors coming to your site through CTA-heavy adverts are more primed to convert than a visitor casually searching on a term you rank well for.

The best advice then is to take ‘too good to be true’ data with a pinch of salt. What works for PPC often works for SEO but it is not always the case. You can use high performing PPC ads to inform content strategy, but be aware that organic search comes with its own challenges so it is always advisable to work with specialists.

If you would like to work with a digital agency with leading technical staff across both SEO and PPC, Artemis would love to hear from you.