Whether you’re look­ing at dig­i­tal mar­ket­ing for the very first time or you’re inter­est­ed in ways to boost your cur­rent efforts, there are always things you can do to improve. One of the best ways to con­nect with your audi­ence, get leads, and make sales is to make use of the tools that Google has available.

Let’s take a look at some of the stats:

  • 70,000 search­es get processed by Google each second
  • 72% of desk­top search­es hap­pen on Google
  • 92% of mobile search­es hap­pen on Google
  • 92% of the glob­al search engine mar­ket belongs to Google

It’s easy to see why Google is such an attrac­tive adver­tis­ing plat­form. In this blog, we’re going over a few strate­gies avail­able to you to make the most of your rela­tion­ship with Google, take advan­tage of all the tools they offer and help you get the best ROI for your time and money.

Title Tags and Descriptions (Metadata)

Opti­miz­ing title tags and meta descrip­tions on your web­site are among the most basic and essen­tial things you can address to ensure your web­site is rank­ing prop­er­ly among Google’s search engine results pages (SERPs). Title tags and meta descrip­tions give searchers infor­ma­tion about what they’ll find on a web­page before click­ing in the search results. The more accu­rate, descrip­tive, and unique you can get with your title tags and descrip­tions, the bet­ter. As your web­site earns more traf­fic thanks to accu­rate list­ing infor­ma­tion and qual­i­ty con­tent, your SERP rank­ings can increase organically.

Keywords

Is your online pres­ence opti­mized with strong key­words of vary­ing lengths? Key­word research is a cru­cial SEO prac­tice that helps ensure that your tar­get audi­ence can effec­tive­ly find your con­tent. Sin­gle, sim­ple key­words should nat­u­ral­ly be includ­ed in all of your copy con­tent, but you can also specif­i­cal­ly include long-tail key­words or key­word phras­es that match the search strings and phras­es that searchers are search­ing for.

Some key­words are what we call “low-hang­ing fruit.” This term describes unique, appro­pri­ate key­words that are easy to incor­po­rate into your dig­i­tal con­tent. They’re also rel­a­tive­ly pop­u­lar and unused by most oth­er busi­ness­es in your indus­try. Always be on the look­out for low-hang­ing-fruit key­words that you can include in your con­tent to pro­vide a boost to your organ­ic search results.

Google My Business

Google My Business

Google My Busi­ness (GMB) is a free tool designed to help busi­ness­es cre­ate and man­age their online pres­ence across Google, includ­ing search and maps. By ver­i­fy­ing and edit­ing your busi­ness infor­ma­tion, you can help cus­tomers find you and pro­vide them with detailed infor­ma­tion about your business.

In order to attract and con­nect with your audi­ence, GMB offers a vari­ety of fea­tures to edit your busi­ness details, add pho­tos and videos, and man­age pub­lic reviews. You can track data about how often peo­ple search for you, incom­ing phone calls, and cus­tomer demographics.

Mobile-First Indexing

Mobile-first index­ing means that Google will use the mobile ver­sion of your site to index­ing and rank your pages. His­tor­i­cal­ly, the index pri­mar­i­ly used the desk­top ver­sion of a page’s con­tent when eval­u­at­ing the rel­e­vance of a page to a user’s query. As men­tioned at the top of this post, 92% of all mobile search­es hap­pen on Google, so it makes per­fect sense to opti­mize your web­site for mobile browsing.

Sites that aren’t mobile-friend­ly can be dif­fi­cult for users to nav­i­gate on touch screens, requir­ing peo­ple to pinch and zoom with an unwieldy scrolling sys­tem. Opti­miz­ing your dig­i­tal pres­ence by pri­or­i­tiz­ing mobile helps to organ­i­cal­ly build your brand with high-qual­i­ty, seam­less user expe­ri­ences, and eas­i­ly acces­si­ble con­tent and con­tact information.

Google Ads

Google Ads is a paid ser­vice that lets you pay to be fea­tured in the top adver­tis­ing spaces on Google SERPs, above any organ­ic list­ings. The main ben­e­fits of Google Ads are that they offer faster results than organ­ic SEO. Accord­ing to Google, adver­tis­ers make $8 for every $1 they spend on Google Ads.

Much of the Google Ads process can be auto­mat­ed once you’ve decid­ed upon set­tings for your cam­paign. This is called pro­gram­mat­ic adver­tis­ing. By includ­ing a Google Ads cam­paign in your bud­get, you’re guar­an­teed to have your ads shown to rel­e­vant audi­ence members.

Google Ads can help searchers find your con­tent through stan­dard search­es, YouTube, Google Maps, Google Play, and any oth­er plat­forms that you cre­ate con­tent for. Through your online dash­board, you can fine-tune every aspect of a cam­paign includ­ing adjustable bids for var­i­ous audi­ence types, refin­ing your tar­get audi­ences, and cre­at­ing new exclu­sions for prod­ucts or ser­vices that you shouldn’t be asso­ci­at­ed with.

SOURCE: Mar­ket­ing Insid­er Group