So you just built a stunning new WordPress website or used our online web builder but are not making any sales. Well, It time to start marketing your website and getting traffic running to your pages. So what can you do?

PPC Campaigns and Keyword Ads

These are paid ads. You set your bid price and daily budget so you always know how much you will be charged and you pay each time someone clicks on your ad. If they see your ad but don’t click, you don’t pay. You can set these ads up at Bing Ads or Google Ads. 

Optimization Tips

• Geo-target your ads so you only pay for clicks from people in the area surrounding your business. This way your not stuck paying for clicks for potential customers that are too far away. 

• Pay attention to the quality score of your ads. A higher quality score means a lower cost per click.

• Limit the number of keywords in each ad group. Keep all the keywords relevant to the specific landing pages that your ad goes too. 

• Keywords, ad copy, landing page, and offer should all match up. If any step in the process doesn’t match the previous step, people will drop off and your bounce rate will increase. 

• Match types are your friends. Understand the difference between broad, phrase, and exact match and use them to keep from targeting keywords that are too broad.

• Check the “search terms” report to see the exact terms that generate the clicks you’re paying for.

• Add negative match keywords for words or phrases that don’t bring in the right kind of customers.

• If you get results from Google Ads, you should also try running Bing Ads. The cost per click is often lower than Google’s.

Organic Results – Search Engine Optimized Websites. 

These are the web pages Google deems most relevant for the keywords searched. Ranking factors include on-page content, website speed and popularity. 

Optimization Tips

Add local qualifiers to your keyword phrases to show up for city and neighborhood-specific searches.

• Include your localized keyword phrases in the HTML page title for the homepage and other pages.

• Write unique, actionable meta description tags for each page. Well- written descriptions will boost click throughs on your link.

• Use searchable keywords in page heading (<h1>, <h2>, etc.) tags and within the body text on each page.

• If you have one location, optimize the homepage for your local keywords. If you have more than one location, build out an optimized page for each location.

• Use breadcrumb links to guide users and search engines to the local drill down pages.

• Get links from local blogs, chambers of commerce, and other local businesses to connect you to your local community.

Local Map Results and Reviews 

These results are tied to the map of the local area, either by GPS location when searching “near me” or with geo-targeted qualifiers like city, zip code, or neighborhood.

Optimization Tips

• Claim your Google My Business listing. Even if your business is already showing up in Google, you need to claim the listing so you can add information and optimize the listing.

• Proximity is a critical ranking factor. Make sure your exact business location is correct. Check the location of the pin to give you the best chance to show up for searches near your location.

• Choose an accurate category for your Google My Business listing. Take the time to research the most revelvant category so you show up in the right searches. The more specific, the better.

• Include relevant, localized keywords and phrases in your business description.

• Don’t be bashful about asking your satisfied customers for reviews. Send your best customers a text message with a direct link to write the review. Focus your efforts on the big review sites, especially Google and Facebook.

• Get as many citations or mentions of your business as possible. Each citation should include your company name, address, and phone number, always spelled exactly the same way.

• Add more info to your profile to increase your visibility. Adding photos, video, hours of operation and other details make your business stand out and will get more clicks and calls than a bland or incomplete profile.

• Use a local phone number. Toll-free numbers don’t signal local business. Use a number that is local to your physical location.

• Add great photos to your listing to stand out from the crowd of generic listings.

Helpful Resources

How Search Works (https://www.youtube.com/watch?v=BNHR6IQJGZs)
SEO Starter Guide from Google (https://support.google.com/webmasters/answer/7451184) • Moz: Local SEO Topics (https://moz.com/blog/category/local-seo)
Anatomy of a Perfectly Optimized Page (https://backlinko.com/on-page-seo)
The Periodic Table of SEO Success Factors (https://searchengineland.com/seotable)