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The Plymouth SuperCenter is a small, locally owned & operated business in Plymouth, Michigan. The SuperCenter is a business that has a convenience store, gas station, car wash, detail center, oil change, u-haul, Biggby Coffee, dry-cleaning, and postal center.

When I sat down with the owner and manager, they has some goals that they were hoping to accomplish with hiring me. They wanted to create a new website because it was out-dated and create a social media presence on Facebook (as well as Instagram).

So I created them a website on Squarespace that you can find at plymouthsupercenter.com. You can see the work that I have done with the seven plus businesses as well as you can see the quality of posts and content on Facebook on the Plymouth SuperCenter.

If you are looking for someone that can create you a website and/or that can create content on social media, then don’t hesitate to get in touch with me.

– Email: michutam1@gmail.com

P.S. Please make a subject headline because I get spam emails, and I don’t want yours to get lost in the shuffle.

– Phone: (734) – 748 – 3616

Google Display Ads “help you reach customers at all points of the buying cycle, from discovery to purchase” according to Google Ads on Youtube.

By using Display Advertising, you can reach people who may not be actively looking for your business, buy have a strong will to buy.

How to Set Up A Successful Google Ads Display Campaign

Step 1: Ensure You are Using a Google Ads Site-Wide Global Tag

By ensuring you use Google Ad’s site-wide global tag, you can track conversions as well as enabling re-marketing.

Google Ad’s site wide global tag can be shown by –> <!- Global site tag (gtag.js) ->

Step 2: Use reCAPTCHA to Protect Against Spam

If your client is focused on lead generation, use reCAPTCHA to protect your site from Spam to ensure you are getting quality conversions.

Step 3: Allocate Enough Funds to the Display Strategy

If you choose to go with a display campaign, make sure that you allocate enough funds to make the display ad spectacular. If you don’t allocate enough funds, this can lead to performance issues as well as you won’t be able to enter auctions that could potentially lead to conversions.

Google’s new Smart Display Campaign is the most effortless way to win customers over using Display. Smart Display Campaigns automatically adjusts your bid, creatives and target audiences in real time. What Google needs from you in order to do this is your bid strategy, campaign budget and creative assets.

The first step to creating a Smart Display Campaign is figuring out which bidding strategy you will use. Will it be maximize conversions? Target CPA? or Target ROAS?

If you choose maximize conversions, it will automatically set the bids to help you get the most conversions out of your budget.

Target CPA helps you by setting bids to help you get as many possible conversions at a target “cost-per-action” that you set when you setup the campaign. The nice thing that Target CPA does is allows you to choose between paying for conversions or clicks.

Target ROAS lets you bid based on a target return on ad spend. Only use this strategy if you would like to either track conversion values or would like to optimize for value rather than the amount of conversions.

Each circumstance and/or case is different, so make sure to choose the one that aligns the best with the goals of your client.

If you would like to learn more about Google Ads, make sure to check out the posts on Paid Search & The Basics of Google Ads.

What is Paid Search?

Say you type something in Google like mountain bikes and hit enter. Google then pulls up a list of results, or what digital marketers refer to as a SERP (Search Engine Results Page) which shows the organic results as well as the paid results.

There is an easy way to tell if a result is paid search: paid search ads have a green box next to the result which says “ad.” This shows that a company has paid for their advertisement to show up at the top of the search results listing. Digital marketing savy entrepreneurs will create a Google Ads Search campaign, which basically means Google charges the advertiser when someone clicks on that link. Paid search is a bit different because it works to drive search traffic to your site through relevant ads.

But you may be wondering, how do I know if I should create a Google Ads Search campaign? Ask yourself these four questions.

  1. Do you want your business to appear when users are researching and comparing different options?
  2. Do you want your business to be there at the exact moment someone is looking for the kinds of products or services you offer? 
  3. Do you want your business to show up on search results when businesses similar to yours are showing up?
  4. Do you want to learn about what users are looking for and the ads they’re engaging with so you can come to an informed decision on how to add more value to their lives?

If you answered yes to one or more of questions, then creating a Google Ads Search campaign is the right choice for you.

By picking the right keywords, this means you are targeting the right segment of people and this will result in a increased click through rate (CTR) and consistency to your website. But how do you know if you are picking the right keywords? Use Google’s Keyword Planner.

A good rule of thumb when choosing keywords is choosing words that are both relevant and highly search for. Google’s Keyword Planner helps to determine words or phrases that people are searching for around your product or service.

Onsite SEO

On-Page SEO, or otherwise known as Onsite SEO, is the use of optimizing content on your website in order to rank higher and earn more relevant traffic from search engines according to Moz. Onsite SEO optimizes both the HTML code as well as the content on the page.

If Onsite SEO is used efficiently, it can help search engines understand what users see if they visited a page, so it can give the user websites that they may see as high quality when referring to a particular search query (keyword).

Onsite SEO ultimately wants to make it as easy for users and search engines to:

  • Identify that page that is relevant to a particular keyword
  • Find that useful and worthy of being ranked on a SERP
  • Understand what a webpage is about

Onsite SEO Using Keyword Content

To best understand what keywords at the center of Onsite SEO, don’t forget about content topics.

Over the years, search engines have become more complicated. What I mean by that is that the search engine can extract a page’s “meaning” by use synonyms, how the content appears, or by the amount of time specific word combinations are used.

Onsite SEO is is more about understanding who your users are and what they are looking for and how you can fulfill their needs rather than about keyword repetition. Examples that met these criteria have content that is:

  • In Depth: Content should be sufficient if the user wants to rank higher.
  • User-Friendly: Is the content organized in an easy manner? Is the content readable? Is the website full of ads and affiliate links or clean and simple?
  • Unique: If your content is not unique and is similar to other sites, then this will affect your sites ability to rank on SERP.
  • Authoritative & Trustworthy: Does your content stand as a reliable source for information on a subject?
  • Aligned with User Search Intent: A small piece of optimizing content is delivering on searcher expectations. Also, content topics should align with the search keywords for which they rank.

HTML Code & Onsite SEO

According to Lecture 3a from Justin Sutton about Onsite SEO, there are five Positive codes that play a big role in making a successful website and five Negative codes.

The Five Positive codes are:

  • <title> –> Limit the title to less than 65 characters
  • <meta> –> Description tag should be about two sentences
  • <img> –> Use images that reinforce your content
  • Link Anchor text or alt tags on internal pages
  • Keyword inclusion in <body> and headings <h1>

The Five Negative codes are:

  • Duplicate text content (otherwise known as copy and paste)
  • Invisible Assets
  • Cloaking or redirecting
  • Keyword Stuffing
  • Sketchy OB Linking

Non-Keyword Related Onsite SEO

Besides the keywords used in a websites content, the “algorithm” content can influence a webpages Onsite SEO optimization.

Examples of these things are:

  • Page Load Speed
  • Page Metadata
  • Page URL Structure
  • Amount of links used on a page
  • Mobile Friendliness

All in all, all of the content comes full circle back to making sure the user has a good experience. The main point is that the more user-friendly a page is, the better the rank that website will be with Onsite SEO optimization.

Offsite SEO

Offsite SEO or Offpage SEO is a technique that refers to actions outside of your website to increase your page ranking within SERPs (Search Engine Results Page). The diagram above shows some examples of Offsite SEO like back linking, posting on blogs or other platform, having people post about your site, or even posting on social media about your website. Moz has a perfect article on Offsite SEO, so make sure to check it out!

A Popular Form of Offsite SEO

Back Linking or Link-Backs is a popular form of Offsite SEO. When other credible websites link your site on their website, your website can be seen as a more credible site. A good example of back linking is the link on the words Offsite SEO that I have created that links back to Moz’s website. This is very popular because it shows that their content is relevant because people are sharing it to other industry relevant websites. The main benefit of using back linking is the to increase their search rankings.

3 Main Types of Links

Natural Links: links that are given without any action on the owner’s part.

Manually Built Links: These links are built by getting traffic/customers to link to your website or having people share your content on your page.

Self-Created Links: These links are how they sound. These are links that the website owner puts on other blogs, comment pages, with anchor text to redirect them to your website.

Non- Link Related Offsite SEO

The most common practice of Offsite SEO is earning links from websites other than your own. In most cases, this occurs outside of your own website and/or helps to improve your search ranking position when people think of Offsite SEO. Some examples of this could be:

  • Social Media Marketing
  • Guest Blogging
  • Linked & Unlinked Brand Mentions
  • Influencer Marketing

So the main reason for using Offsite SEO is to drive web traffic to your website and increase how users view the quality of your website. So as you see more clicks on your website, this will allow your site to become more relevant, more trustworthy and more authority when it comes to Google’s algorithm. Those factors will have heavy relevancy when Google ranks your website. Besides being trustworthy, relevant or authoritative, the content you put on your site should be valid information. Lastly, if you have good content, but subpar SEO, you will not rank high compared to someone who has good SEO.

What is Keyword Research?

Keyword Research is a helpful tool for digital marketers to help companies captivate potential customers if they can use it properly.

Keyword Research Can Help You Understand

  • What are People Looking For?
  • How Many People are Searching for a Specific Product?
  • How Would the Customer Like the Information to be Presented?

Before going into depth on how to help a business grow, you first should understand what the company is, who that company is targeting & what their goals are for the company.

A great way to understand what keywords your customers are using to find products is Google’s Keyword Planner. Digital marketers use this tool to improve search engine optimization and Google Ads.

Moz goes into more depth on the topic of Keyword Research, but I will give you some of the recaps from the article.

3 Main Points about Keyword Research

Ask Questions: Like anything we do, planning is a very important part, but it is often over looked. You want to know what your consumer/customer wants or is looking for which is a crucial question that will need to be answered. Typically, this is not a simple question, so this requires pulling/asking more answers from those consumers/customers.

Discovering Keywords: Like I mentioned above, Google’s Keyword Planner is a very helpful tool when trying to understand what words stick with potential customers. Examples of this could be geographic location or even the seasonality of a product or service.

Google’s Keyword Planner’s “Discover Keywords Search”

Another factor that will give you more of a competitive edge is researching your competitors’ most searched keywords. What you might be able to do is convert those customers that buy from your competitors, to your business by capturing those keywords and using them in your keyword search.

Apply Knowledge: Now that you have researched keywords, you can use utilize those keywords to when creating your own business whether it be a page or website that relate to your business. You will see more content in SEO and other topics related to Keyword Research in other posts.

Search Demand Curve

https://moz.com/beginners-guide-to-seo/keyword-research

You can see that long tail keywords make up 70% of this demand curve. Make sure to not forget about using long tail keywords! Long tail keywords that have low search volume typically convert better because when people search, they tend to search for specific things and have an intent for searching for that item.

This type of strategy is not something that you will get right on the first try, but something that comes with repetition and experience!