Enter the name of any company into Google and analyze the results – the so-called search results. Most likely, they will be diverse: the official site, articles, review sites, videos, news, social networks, etc.

However, in addition to the type of resource, the results differ in one more parameter – sentiment. It can be positive, neutral, and negative.

To assess the quality of an online reputation, you need to calculate the percentage of content of each sentiment in the top 20, top 40, etc. Moreover, the presence of even one negative material can cost a company of clients.

Of course, the best way to maintain your online reputation is to offer quality products and services and take care of the best interests of your customers.

But this is not always enough, especially in the field of finance and investment, where competitors often resort to black PR and fake negative reviews, and customers write complaints online even in case of small problems.

To achieve a high result, you need to use an integrated approach. It includes:

• posting new content
• interaction with resources for editing existing materials
• website and social media optimization
• working with search suggestions.

Important: the set of results in the top and their order often change, so you need to regularly monitor them and adjust the strategy accordingly.

Website, blog, and social media optimization

The official resources of the company should be at the top for brand queries. If this does not happen, they must be SEO-optimized:

• make sure that the name of the company is including in headings, title tags, and page names in social networks;
• adding keywords to content;
• create a uniform style of design and content across all social networks;
• add new content and posts frequently and regularly.

Important: properly optimized social networks can take up to half of the top 10, so you need to work on them especially carefully and by the content plan.

Autocomplete and predictive search

When the user starts to enter something in the search bar, the system automatically offers him some queries – these are autocompleting or predictive search.

The task of autocompleting is to make the search more convenient and faster, especially on mobile devices. However, in reality, they often determine the direction of the search and can lead the user to a completely different place than the company would like.

Detecting fake predictive search

Sometimes companies order an artificial cheat of predictive search to turn neutral queries like “where to profitably invest” into “where to profitably invest (company name)”.

The flip side of the coin is the promotion of negative customer feedback about competitors.

Important: Often fake predictive search can be eliminated by writing in support of the search engine and attaching arguments (graphs, etc.).

Negative predictive search

When it comes to uncoiled negative predictive search, the only honest way to get rid of them is to increase user demand for positive predictive search. To do this, it is important to publish quality content, news, updates on social networks, etc. to generate interest in the company.

Working with content

There are three ways to displace negativity:

1) New positive content. This includes:

• expert articles
• social media posts
• news stories
• and most importantly, reviews.

2) Substitution

This method is similar to the one used for reviews, although a publication budget is usually required.

First, a list of resources is compiled where there are negative articles or reviews about the project.

Further, SEO-optimized articles of a positive tone are posted on the same resources.

If you choose the right keywords and compose headlines, then the new article will get to the top (while the site itself will remain in the same position in the search results).

3) Negotiations on editing or/and deleting

It so happens that the author of an article writes about a project negatively, without understanding the product or based on customized critical reviews.

In such a situation, it is worth writing to the editorial office and politely explaining why the information given in the article is incorrect.

If the arguments are strong enough, the site may agree to edit the negative material or even delete it.

Important: to bring an article to the top, a combination of three elements is important:

• the quality of the content itself
• SEO optimization
• promotion using links.

In conclusion: a negative percentage is not the main thing

To achieve the effect that you need, you should combine a variety of techniques:

• working with media and influencers
• communication with the company’s clients to publish reviews
• work with autocomplete and predictive search
• SEO promotion
• creation of expert content, etc.

Picture Credit: Pexels

Marketers see the greatest benefit in extensions in significant time savings and acceleration of most processes. Knowing the most useful utilities for a specific version of Google Chrome can significantly increase both personal performance and the effectiveness of advertising campaigns. Choosing the right extensions for Google Chrome will help increase the efficiency of the marketer several times and save time on some processes.

Chrome extension for SEO

The category of these extensions includes special SEO plug-ins for the Google Chrome browser. They can be used to analyze data such as site X, meta tags, H1-H6 headers, positions in leading search engines, traffic, redirects, domain age, and many other SEO parameters required for technical analysis of the site or individual page.

Seo Meta in 1 Click

With the help of the Seo Meta in 1 Click extension, you can quickly get the following important information for a marketer:

• meta tag analysis and headline display;
• the meaning and role of images in a particular fragment;
• the meaning of the links in the title and the path to them;
• check of markings like Open Graph;
• check for the presence of installed analytics meters.

Among the benefits of the Seo Meta in 1 Click extension for Chrome, marketers include an intuitive and simple interface with clear tabs.

One of them has access to links for quick verification in other Google tools. These include:

• markup checking,
• mobile-friendly,
• Google PageSpeed.

With the plugin, you can see important details of the page in minutes.

SEO-HTML

The browser extension displays page data on internal and external links, as well as headings up to 3 level and image information when the page loads.

The main advantages of this plugin include the simplicity of the interface and the rapid receipt of the necessary data by the marketer. Works great for professionals who are responsible for filling the site (content managers) with content and are responsible for controlling meta tags.

Redirect Path

The main task of the SEO extension for Chrome is to display server responses. If the 301 redirect works, the plug-in shows the response header of the server and a detailed display.

Among the advantages of SEO, experts highlight the detailed information provided by the server at the request of a particular page. Everything is displayed until the date of the last modification (Last Modified) or the response timeout, IP, and server type.

By the way, this utility is considered an indispensable helper in cases where the site has 2nd or 3rd redirects. With its help, you can track the common source of errors.

SimilarWeb

The SimilarWeb extension is able to determine the amount of traffic from a competitor, as well as promotion channels by regional and thematic criteria.

The advantages include the ability to display information in visual form in the form of diagrams. You can detail any item for convenience. It is possible to analyze with the help of this service not only sites and online stores, but also mobile applications.

You can also compare mobile traffic with the desktop, which is also a good and visual feature in the process of promoting the site.

RDS Bar

This extension is able to analyze inbound link types, the total number of links on the page and site, as well as the position in the presence of a resource in search engines.

Among the conveniences of the service, marketers especially emphasize the clarity of the material and a clear navigation system.

You can display the page title in the background block. The utility outputs a large amount of data, which is very convenient for further analysis and design work.

MozBar

A feature of this extension is the ability to display a list of keywords by which users can find a particular page of the site. With its help, it is possible to make the qualitative and detailed analysis of what results of search delivery are at present, and also without special efforts to carry out a competent SEO audit.

The main advantages of using the plugin include the ability to analyze the speed of the site, as well as analysis of the effectiveness of titles and tags.

The plugin will highlight and help to find the following links. The keyword that the marketer is looking for can be highlighted online by finding the necessary pieces of text or pages for further analysis.

If the user has an account in the moz.com system, the information about the link parameters will be issued automatically, and it will significantly save time on making additional settings.

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Location marketing is a series of measures to optimize the presence of a business in organic search, on maps, directories, and other sites working with local search. With proper organization, location marketing allows you to get new customers from the search, which, perhaps, are now making a purchase from your competitor.

What is location marketing?

Marketing of any company can be divided into four main areas:

• brand marketing (technology, processes, service, social mission, etc.);
• marketing of goods/services (what we sell and why it is something cooler than competitor’s products);
• employee marketing (who produce what you buy);
• location marketing (where you can buy it and why you should go there).

Unlike advertising, in which the result can be easily digitized and calculated from the moment the user first contacts the brand/product, location marketing ROI is not so easy to analyze.

Yes, there are tools that help analyze online searches and purchases in physical stores (ROPO – research online purchase offline). Yes, in some countries, map services (the same Google maps) have already done internal analytics of visiting a point of sale after searching for it on a map.

Our location marketing is only beginning to gain popularity and some large brands with a large number of branches/outlets or representative offices are actively developing it, although this direction can become a significant source of new customers, and, in addition, strengthen the brand and product/service marketing.

Location marketing in times of crisis: what to do first

1. Post and regularly update business information in Google My Business, using all the fields and additional features (this improves the rating well).
2. Post and regularly update business information at the maximum number of sites.
3. Work with reviews (use the auto-answer function, depending on the rating, to increase the response speed and reputation on the site).
4. Respond promptly to comments.
5. Run local ads.
6. Regularly look at and analyze statistics to discover new behavioral patterns.

Picture Credit: Unsplash

Invest in contextual advertising, but sales are not growing?

In this article, we’ll help you deal with the most common errors with Google AdWords. This information will be useful for both beginners and those who already have experience in contextual advertising campaigns.

1. Use Google Analytics with goals and remarketing

Goals help you better track the performance of your ad and landing page. You can track the visitor’s path through the sales funnel to the target action, for example:

• Visiting specific pages, such as shopping carts or thank-you page
• Time spent on the site;
• The number of pages viewed per session.

All this helps to understand the potential buyer, improve conversion and increase sales.

Especially if you connect remarketing and return visitors who are interested in your product.

2. Set up call tracking

In other words – tracking conversions on the site by phone calls.

Do you think that today nobody uses a telephone? You are wrong. According to statistics, more than 70% of people make orders by phone. Imagine. How to change the return on investment from advertising if you connect call tracking and count all customers?

3. Select an ad serving method

By default, the search engine offers to show them during the day. Thus, you can skip valuable traffic and lose some money for an advertising campaign if your target audience does not respond to the advertisement, for example, in the morning or the afternoon.

To resolve this issue, try using the accelerated ad serving method.

4. Remove duplicate keywords

If you download keyword reports from the Google AdWords service and copy them to your account, you may accidentally transfer the same designs. This error can cause competition between keywords, and as a result – an increase in the bid and the display of ineffective ads.

This can and should be fought. Be sure to download analytics and check for duplicates using the Google AdWords Editor application.

5. Add ad extensions

The free functionality of the Google AdWords service includes the ability to expand an ad. Very often Internet entrepreneurs neglect this. But you can completely increase the effectiveness of your advertising for free. Just configure the following fields:

• location
• site links
• call
• Dynamic search ads
• mobile applications;
• reviews.

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Optimization for the local audience allows you to successfully compete with the giant brands in the local area. What do you need to do?

What is local SEO?

This is a search engine optimization strategy that helps to achieve high positions in search results for geo-dependent queries — where the city, region or just the user’s location is specified. On average, half of all that people search in search engines is local requests. For example, in Google, their share is 46% of the total number of all requests.

Local SEO includes not only requests indicating the region or certain location, but also wording containing “next to me”, “nearest”, etc. When users turn to Google with such information, local companies go to the top results. Therefore, the struggle for regional issuance has become a priority for local businesses.

Integration with Google My Business

Registering an organization in a business listing on Google is where any local SEO starts.
Registration allows the system to control the display of company information in Google services — mainly on maps and in search results. An organization card in GMB is the thing that you definitely need to have if your business is offline and tied to a specific region. Integration with the listing is also available for e-commerce, but for this, the company must have a physical office.

The top of search results (especially for commercial requests) are densely occupied by contextual advertising, but Google has provided a mechanism by which companies can be effectively displayed in local search — this is a pack with GMB results. It bypasses organic delivery and generates traffic well on relevant requests. The GMB pack displays basic information about the organization. From here, the user can immediately go to the site.

Google ranking factors. Optimization schemes

The presence of a verified card does not guarantee a default inclusion in the GMB results pack. As in global search, ranking factors work here. First of all, it is a relevance — how much the card corresponds to the essence of the user request. The ranking priority is given to organizations with high internal ratings and positive reviews. The location plays an important role — Google takes into account the user’s location and offers a selection of closer organizations.

From the point of view of optimization when working with Google My Business, it is appropriate to focus on the following aspects:

• Use in descriptions of low-frequency keys in the direct entry. Periodic updating of information.
• Work with reviews. The account owner must motivate the audience to write reviews and be sure to respond to negative feedback. It’s better to forget about writing fake reviews.
• A high organization rating is another important ranking factor in GMB packs. As in the case of reviews, it is better not to think about cheating here.

Picture Credit: Pixabay

Seo ( Search engine Optimization) makes changes to your site and its content to make sure that search engines like Google understand your site’s content and can match it to search queries. Affordable SEO for small businesses may simply ensure that the site is visible, has no major errors on it and meets basic guidelines from Google, then an affordable SEO company may also find highly relevant search terms that people are looking for locally and add them to your site. Depending on how many rivals you have locally it may also be necessary to add some links on other sites that go through to your site to show Google that other sites recommend and trust you, the more relevant they are the better value and more affordable seo will be.

read more …

1. 301 permanent redirects

2. Use Google Webmaster tools, validate and sign up for e-mail forwarding

3. Domain Background Check

4. Fetch as Googlebot, make sure text is indexable

5. Include Analytics

6. Great experience for different stakeholders

7. Define your conversion: most wanted response

8. Include relevant keywords naturally in your copy

9. Unique title, meta descriptions, url,

10. Descriptive anchor text

11. Avoid guaranteed rankings, link schemes

Read more in the blog post in Affordable SEO Company blog

At first Google+ only allowed Individual accounts, which are useful and should be setup for those customers looking to interact with you directly. You can now setup a business page as well though, which could boost your dental practice further and help with SEO.

Google+ is a great tool for building relationships with your clients and also reaching out to your clients contacts and other local businesses and individuals.

You may have used SEO services in the past and recently found that the amount of traffic and new customers you have from your site has fallen drastically, you may have been luckier and only found a slight fall so far, you may not have had a fall yet but still be at risk or you may be lucky and have a website where all the SEO done in the past has been to a great standard and you have nothing to worry about.

SEO services vary greatly some SEO consultants use what are known as ‘Black Hat’ techniques, these often get massive traffic briefly by tricking Google but Google generally catches up with them in the end and Penguin is about not just ignoring the effects of these techniques but actually penalizing you for using them.