During the holiday season, there are many ways for consumers to use Google AdWords and other marketing tools from Google to improve a website. Though Google uses these signals to help SEO marketers create better performing campaigns, many of these programs leave errors that can be affected by the website in question. Google will attempt to make it easier for SEO experts to understand why a social media site isn’t having the results that a website owner wants to see.
According to a statement left behind by Google Ads, the system will leave clues about why a certain campaign doesn’t have an issue with the website owners. Google Ads stated that “Understanding why your performance changes is critical when optimizing a campaign. However, it can be time-consuming to diagnose why your metrics can fluctuate. To help you understand some performance changes in your campaigns and ad groups faster, you can now request explanations.”
Despite the promise from Google Ads, there are issues that website owners should keep in mind when searching for the cause behind a particular up or down movement on a site, there are several factors to keep in mind.
First, the new explanations are only currently available for manual CPC or eCPC Search campaigns. There are many ways to run an SEO campaign and in most cases, alternative advertising methods won’t be used by Google Ads to make a decision about the past.
Whenever you try to make comparisons that can help SEO marketers understand a situation, it’s important to measure apples to apples. To prevent the system from trying to make inaccurate explanations, it can compare two time periods of equal length within the last 90 days.
Finally, the system is designed to showcase explanations that are only for campaigns with significant performance changes. The system is relatively new, and it may be a while before Google Ads is ready to dig deep into the weeds to locate potential issues that could affect an AdWords campaign.
It’s worth remembering that this new feature is still in the beta stage. Your mileage may vary, so SEO experts shouldn’t be heading into the situation with a lot of potential questions they want to see answered. At this early stage, website owners will need to keep on their thinking caps for looking at issues that could affect the spread of their AdWords campaign.
According to Google, SEO marketers should pay attention to these changes to get a better understanding of their overall SEO campaign. Some of the issues that can show up in these explanations include, “a view of the most likely reasons for impression, click, and cost changes with the click of a button. This [system] makes it easy for you to spend more time focusing on optimization, and less time investigating performance issues. For example, let’s say you notice a big week-over-week drop in impressions for one of your campaigns. Rather than diving into multiple reports to find out what happened, you can just click on the “See Explanations” button on your campaign and ad group tables while in time comparison mode.”
Even though the system has limited accuracy, it’s worthwhile for SEO marketers to use these tools to better understand their social media ad campaigns.
New To SEO? How To Boost Your Rankings With These 4 Easy Tips
SEO, or Search Engine Optimization, is a term that has exploded in the digital world over the last decade. It started as a term used primarily by people like web developers and highly skilled digital marketers, but now it’s something that every business, brand, and industry should be familiar with. As Moz defines it, “SEO stands for Search Engine Optimization, which is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.”
In short, SEO is at the core of your online brand awareness, discoverability, and engagement. In order for your business to grow and be competitive in today’s rapidly changing digital world, SEO needs to be considered strategically. Have a qualified SEO specialist or team do a review of your website to discuss your strengths and areas for improvement, but in the meantime, here are a few easy tips you can do on your own to improve your online rankings.
Make Your Website SEO Friendly
Many factors play into whether your website is SEO-friendly or not. These include keywords, load-time, blogs, speed, and so on. Use SEO plugins on the back-end of your website such as Yoast SEO (for WordPress users) so the plugin can run through basic SEO diagnostics of your site. The plugin will flag pages of your site that are not SEO-friendly and you can edit accordingly.
Having a blog on your website is essential for SEO. Blogs bring a wealth of content on your niche or area of focus that lives on your site and can be shared across other platforms. Content is currency in the SEO world, and non-existent or infrequently updated content translates to low SEO rankings. Not having a blog hurts your status because blogs bring traffic to your site through the use of sharing on social media, back-linking, in-bound links, and guest posting. Not all blogs are created equal, however. SEO algorithms favor detailed and in-depth content related to your niche or industry.
Backlinking & In-bound Links
A backlink is a link one website receives from another website. For example, if a food blogger was reviewing a restaurant, she would use link(s) from the restaurant website to use in her post. Companies and industries of all kinds use backlinks as an integral SEO booster. Having valued content that well-trafficked websites are using for links will boost your website SEO because their links are bringing traffic back to you and your website. In-bound links are links that you use in your own content from older posts on your website. If you have a topic that is related to a few other blog posts you have written, be sure to link them within your new post. Most users will click to read more content on a particular subject through the links provided in the text.
A majority of people still think Pinterest is a social media platform, but it is actually considered a search engine – making it a key element of SEO. Pinterest has been under-utilized for businesses, but savvy marketers now use it to boost traffic and build mailing lists in record time. Posting your content on Pinterest provides back-linking and directs users searching for your niche or subject matter directly back to your website, thus improving your SEO rankings. With Pinterest’s visual orientation, you can use videos, photography, or other design elements to promote content or valued information from your website.
Educate yourself on the basics of SEO through research to make sure you and your business remain competitive in the face of rapidly changing digital trends. Neil Patel is a digital marketing specialist with a wealth of content on all things SEO with great tools and resources. MOZ and SEMRush are both SEO websites that also provide free content to familiarize you with SEO and the elements of improving your rankings. Start small with a few of these easy tips to get started, then get an SEO consultation or review of your website and work with a professional to reach your goals.