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PSPinc will help your business thrive by providing for all of your technology needs. We offer a wide array of products, including Web & Email Hosting, Website Development, Email Marketing and Data Storage Solutions. Visit pspinc.com to learn more.

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Keywords are Critical for Local SEO Success

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Content is king even when it comes to local SEO. It’s critical to use the right keywords and key phrases in your website content, meta tags and descriptions if you want to be found organically in search engines – which means when someone searches your keywords, your site pops up because Google indexed it, not because you paid for it.

Google indexes a website by “crawling” the site’s content (by what some call a Googlebot or spider) and adding it to the search engine. Basically, it’s fetching the data on the website, and indexing it by the majority keyword(s) it finds within your content, so it can list the website as a relevant source when someone searches for those keywords. The points of a website that will be crawled include the URL (unique resource locator - your address in short), the folder and file names, your meta tags (i.e. meta title and descriptions) along with the main text in the site.

PSPinc’s headquarters is based just outside of Seattle, Washington, so I say let’s test what comes up for local listings when I search, “Seattle best coffee shop.”

Please note: The results will vary depending on your physical location and what device you are using. Your results may also differ depending on whether you’re signed into Gmail or not.

The URLs for the top 3 sites looked like this:

/best-new-coffee-shop-seattle-cafe
/the-strangers-guide-to-the-best-coffee-shops-in-seattle
/the-8-best-craft-coffee-shops-in-seattle

They all contained the keywords “best” “coffee” “shop” and “Seattle” in the URLs. The same keywords were also found within the website content and the page titles as well.

So, when you’re crafting your content be sure to include relevant keywords to your business, but also local keywords -- such as city names or neighborhoods -- within your content in order give yourself a local SEO boost and show up higher in those searches.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #SERP #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing #SEO #LocalSEO

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Protect your Business Identity Online

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Once you’ve ensured your company’s contact information (location, phone number, email) is accurate and uniform across all online platforms, you need to make sure you claim your business on the major search engines using Google My Business and Bing Places for Business.

To claim your business, first visit the Google My Business page, and Bing Places for Business. They require you to log in. For Google, use your Gmail account, and for Bing Places, you can choose to login from your Microsoft account, Google account, or Facebook account. Both platforms are easy to understand and user-friendly.

Google will ask for your street address, and follow up by sending a postcard with a PIN number to that location – which helps them verify that you are who you say you are. This verification process takes several days, but it will safeguard your business from others trying to steal your identity online. Remember, Google not only wants to display popular sites, but also credible and trusted sites to end users in the search engine result pages. It’s a good thing for end users, and for your local SEO efforts.

Once you have entered your PIN and claimed your business, you can login and manage information such as your business description, category, business hours, toll free number, address, etc. and add your own images and logo. You can even correct the balloon on Google Maps to pin your accurate location in case they missed the mark.

Bing uses the same method except you can choose to verify via a phone call or by postcard.

Even if you don’t do a lot of marketing online, make sure you at least ‘own’ your business identity both offline and online! Register with these search engines to make sure your information is protected and in the right hands.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #SERP #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing #SEO #LocalSEO

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Location, Location, Location is Critical for Local SEO

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Your business name, address, and phone number must be cited consistently and uniformly across all online platforms, including web and social media and directories (such as Yelp). If your address displays differently, Google will not log it nor display your information in the local listings on search engine result pages (SERPs).

Even if you’re not a restaurant, you should still check online directories like Yelp, claim your business and make sure your address and phone numbers are consistent. It’s easy to check, just search your business name to see how it is displayed in the SERP. If you have an abbreviation like us, i.e. Pacific Software Publishing, Pacific Software Publishing, Inc. and PSPinc, check all of them on search engines. If your business name doesn’t show up in the SERP, you need to start investigating why not. Maybe it's because you never put your address on your website homepage, or Facebook, or Yelp.

Google and other search engines do their best to show the most reliable results, but it all starts with us business owners.

If you put yourself in the consumers’ shoes, would you feel safe purchasing online from a lesser-known or smaller business that doesn’t list their location – even if their website looks great? Personally, I would like to know where the business is located even if I’m getting a great deal on their site. It makes me feel more secure knowing I can contact the company headquarters and it adds legitimacy behind their brand.

So, the moral of the story is your online contact information is important for your local SEO, but also for your business etiquette.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #SERP #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing #SEO #LocalSEO

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How to Achieve Local SEO Rank

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This month we’ll once again focus on SEO, but we’ll get more specific to ‘local SEO’ since it’s becoming a much more prominent feature in search engine result pages (SERPs).

As we look ahead to 2018, businesses need to be aware of local SEO as another strong marketing tool when planning for next year’s strategies. If your company has an online presence, you’ll want to make sure to include local SEO into your plans and learn how to be a contender in that space.

You’ve probably noticed when you search Google, you get listings for businesses near you, the brick and mortar locations. You could say Google is the new telephone book. Instead of flipping for phone numbers and addresses, we simply search online for that which interests us, and Google will show us a variety of stores nearby with location and contact information. No longer do I have to memorize the phone numbers for my favorite restaurants, because I can pull it up quickly on my smart phone.

With the convenience of searching online via smart phones, and from our activity on social media sites and even email, Google and other search engines have come to know our search behaviors, interests and location, and therefore try to show us the most relevant information. Often you’ll see local shops and contacts for whatever it is you’re searching for.

On the flipside, if you want your business to be the one showing up in SERPs for local SEO, you have some things to work on.

The formula to achieve a local SEO presence is constantly changing, but there are quite a few important factors for you to know, and we’ll discuss those in detail in December.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #SERP #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing #SEO #LocalSEO

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How to Track the Success of your Keyword Campaigns

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Once you have your keywords defined, your SEO in place and your PPC up and running, how do you tell if it’s working for you? You want your business exposed to more people – your target audience – but in the end your ultimate goal is to generate revenue.

If you’re getting clicks into your site, but no engagements or transactions, meaning people are bouncing out, that doesn’t do your business any good. So let’s figure out how to measure the results of your keyword campaigns and analyze a good strategy going forward. The best way to do this is by tracking the users who visit your site.

There are many tools available to you, but the most commonly used tool is Google Analytics. It’s free and simple to use by embedding tracking tags into your site. You will be able to capture data such as number of visitors, repeat visitors, their general demographics, their behaviors like how long they stayed on your site and where they departed. This kind of information will help you make intelligent decisions going forward, and help you fine tune your campaigns or web pages.

If you find that people are bouncing out, maybe you need to try some new keywords, or your target audience needs to be reassessed. Or perhaps you simply need to rethink your content or call to action in hopes to better connect with your audience.

Whatever it might be, the answer lies in the data. Tracking and analyzing visitor behavior on your site can open up a world of insight into what’s working and what’s not.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing #Analytics #GoogleAnalytics

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The Key to PageRank in Google

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Sticking with our “electric bike” keyword example, let’s analyze what the #1 organic search listing did to get such prestigious page position. Search results may look different from person to person, but in general, the fundamental reasons for different listings to rank high are the same.

According to Google:

“Relevancy is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site's PageRank. “ (https://support.google.com/webmasters/answer/70897?hl=en)

Another factor for PageRank relevancy is content. We’ve said it before, content is king in the world of search engines. You need to craft your web content using the keywords you want to rank for. Wherever it makes sense (and it should read naturally), use keywords within the text of your pages, within image file names, within the URLs including your domain name, folder and HTML file names.

When I searched “electric bike” this listing came up on top: https://electricbikereview.com/best-electric-bikes/. As you can see just from this, both the domain name and the folder name contain the keyword “electric bike.”

When I scanned the webpage further, I found the critical keywords plugged into the content:

bike- 140 times
electric- 119 times
electric bike- 96 times

It makes sense this one page ranks so high with that many keywords included!

There isn’t an overnight solution to rank high organically on search engine results, but it is true that your content matters, and can help get you there eventually.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing #PageRank

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The Basics of Local SEO for Business

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Let’s go back to the keyword “electric bike.” Remember, it got 23.5 million search results. When I searched more specific keywords like “electric bike seattle” or “affordable electric bike” the results went down drastically, meaning the pool of competitive advertisers got smaller. Sometimes it’s best to narrow down the search results (and the competition) by choosing more specific keywords.

You should also bring your attention to the map. When your search results bring up a map, you’ll see local bike shops around the region. If you click “more,” now you’ll see only a few ads at the top followed by only a few pages of results and probably 30-50 shops. Competing with 50 is much easier than trying to stand out among 23.5 million.

This is called Local SEO.

Instead of putting your effort towards the bigger population, you put your time and energy towards getting recognized within the region. Please note that Google displays the local search results when it makes sense. For example, “electric bike” shows the local search results, but when you search a keyword like “search engine optimization,” you won’t see local business information on a map. From what we know, Google shows the local search results for companies with brick and mortar stores.

So how do we show up in the local search results list?

Here are the key points to know:

- Have your location information on your website (i.e. name, address, and phone number).
- Be 100% consistent with the spelling of the above information throughout your site.
- Add your target keywords in places that make sense throughout your website.
- Claim your business on Google My Business at https://www.google.com/business.
- If your business has a presence on the web elsewhere, such as a social media sites or website member directories, make sure all information is correct and consistent.

Make sure your business contact information is listed and accurate wherever you have an online presence so search engine crawlers can index your information and display your website among the local search results.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds #SEM #SEO #SearchEngineMarketing

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Getting to Know Pay-Per-Click Advertising

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Getting to Know Pay-Per-Click...
Once you determine the keywords your target audience would search to find your type of business online, what next? Now, you need to understand the two ways your keywords will get your business found – via SEO or PPC.

Search Engine Optimization (SEO) means growing your page rank and popularity in search results organically, meaning you don’t pay anything to earn your position on a search results page. Pay-per-click (PPC), on the other hand, is where you pay to have your links displayed in search results by bidding on keywords.

Let’s cover the easier one first: PPC

Google is by far the most popular search engine for PPC, and its program is called AdWords. You pay per each time someone clicks into your link in the search results pages, after they’ve typed in a search term (keyword or phrase) you bid on. The keywords are auctioned off, and you bid for position to outrank others also wanting to show up for that keyword. Keyword prices vary greatly depending on their popularity, anywhere from a few cents to $50.

If you want that very first spot on the first page of the search results, you will be paying more per click than the advertisers below you, or those on the second and third pages of the search results.

The handy thing is you can control your budget and set parameters so you won’t spend over a certain amount per day, or week, or month.Let’s say you want to bid on a very popular, expensive keyword and show up high in the search results for one day, but your budget is $100. You can set it up in the admin tools to stop showing your ads once you’ve met that amount. You get to control your budget and the length of your ad campaigns so spending doesn’t get out of control.

We suggest that business owners with a new website or domain spend $100 to $200 on PPC to boost the new URLs. We’ve seen that getting started with PPC actually helps the website’s organic SEO rankings.

We also suggest the A/B test method – basically you run two different campaigns for PPC and compare the results. Comparing the two after a few weeks should tell you if one or the other brought you not only more traffic, but more quality leads. Are a certain set of keywords in one campaign converting to sales? Maybe the other campaign isn’t producing any leads at all. If the results for one campaign are not to your expectations, drop it and try another.

And just for fun, check out the most expensive keywords in Google AdWords: “insurance,” “loan,” “mortgage,” “attorney,” and “credit,” priced somewhere in the $40s - $50s per click!
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing #PPC #Payperclick

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Fine-Tuning Keyword Choices for your Business

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When thinking about the keywords that apply to your business, it might benefit you (and your budget) to take the “big fish in a little pond” versus the "little fish in a big pond” approach. What I mean by that is some keywords like “electric bike” are going to be more generic and generate a lot more results than a more specific version of the keyword, like “reliable electric bike.” Fine-tuning your keywords to include an adjective or a location may help reduce your competition in the search results pages. It creates a smaller pond of search results where you could end up getting noticed more easily – like that big fish.

Sticking with our “electric bike” example, what are some other ways to narrow the search term so we reduce the size of our pond? What are some good adjectives? I’ve already done a little research for you, and here are the search results:

electric bike- 23.5 million
best electric bike- 8.76 million
best electric bicycle- 6.35 million
cheap electric bike- 5.21 million
reliable electric bike- 2.17 million
affordable electric bike- 2.78 million

Now you see the drastic difference between searching “electric bike” and “reliable electric bike.” “What is the best electric bike brand” is a keyword phrase that gives 13.2 million results, showing up somewhere in the middle. But you can see even though the keyword itself is a several-word phrase, it’s popular enough to be searched by many people.

You can always research Google to figure out the best phrase combinations for your keywords, but you want to make sure those keywords fit your ideal customer base. As stated in my previous blog, if you choose the word “cheap electric bike,” you are not going to sell your bikes if they sell at a higher price than your competitors. People may click to your site, but they will bounce out just as fast if they were expecting another price point. You might leave them with an untrustworthy taste in their mouth too, which is never a good reputation to have in business.

Choose your keywords wisely – ones that are genuine and give an honest representation of who you are, what you sell, or what you do.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing

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Defining your Audience, Refining your Keywords for Search Engine Ads

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It’s more and more obvious that search engines are trying to show the most useful and relevant information to us, according to our online behavior. As I stated in my last article, when I searched “electric bike” on Google, I ended up getting 23.5 million results from it. But when I looked closely, I realized Google map displayed shops with reviews near my physical location, tailoring the search to me specifically.

Google can tell my location from an IP address (Internet Protocol address) – sort of like a telephone number for your computer’s internet connection. Every internet connection has an IP address consisting of four blocks of numbers ranging from 0 to 255. So, for example: 012.23.234.45.

The point is, it’s impossible for us to do a search that doesn’t take into account our location data – whether using your PC, smart phone or tablet. My search results will always be somewhat different than yours based on our IP address and past searches.

Now that you know how search engines work for individuals, let’s take a moment to figure out your potential customers. The combination of understanding both will help you pick out the right keywords for your online ads.

If you are an electric bike manufacturer, let’s start with your price point. If you have high-end bikes, your target audience must be able to afford your prices. On my own Google search, I see prices ranging from $300 to $7000! If you make and sell expensive bikes, most likely you don’t want to use the word “cheap” or “inexpensive” within your keywords because you won’t be attracting the right customers and you won’t see the return on your ad investment.

By this process of elimination, you’ve just begun “defining” your audience and “refining” your keywords. As we discussed in a previous article, knowing your target audience will really help you refine those keywords yet to come. In the next article, we’ll dig deeper into getting more specific with your keywords.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing

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