Google Marketing For Small Business

In this guide, we review Google Marketing For Small Business, Google Marketing Strategy For Product Growth, Google New Algorithm For Seo, Google Parameters For Seo, and Google Play Search Engine Optimization.

Google Marketing For Small Business

Whether you’re a small business, or a large enterprise, digital marketing is one of the best ways to reach customers. If you want to grow your business and increase sales, then starting with Google Marketing For Small Business is the right place to begin.

Search Marketing

Search marketing is a form of online advertising that allows businesses to promote their products or services through search engines. It can be used to drive traffic to your website, increase brand awareness and bring in sales.

There are many benefits of using search marketing including:

Display Marketing

Display marketing is a type of online advertising that shows ads on webpages and apps. It’s also known as banner ads, ad units and rich media. Display ads are usually static images, but can also be videos, animations and interactive elements (like product comparison tools).

If you have not used display advertising before or if you want to learn more about it:

  • Google Display Network has over 2 million sites and reaches over 90% of Internet users worldwide
  • With Google Ad Manager for Publishers, advertisers can manage their campaigns across all formats in one centralized dashboard
  • You can create custom audiences based on customer data from your website or app

YouTube and video advertising

YouTube is the second largest search engine and video platform. With more than 1 billion users each month, you can use YouTube to promote your brand and products through engaging video ads.

To get started with your first campaign on YouTube, follow this step-by-step guide:

  • Sign up for an account at www.google.com/ads/youtube/start/.
  • Select “Cinematic” from the drop-down menu under “Video objectives” on the right side of your screen (you may need to scroll down).

PPC (pay-per-click) advertising on the Google Ads network.

PPC advertising on the Google Ads network is the most common form of digital marketing. It’s a great way to reach the right people, at the right time, with the right message. And it’s also an effective way to drive traffic to your website.

You can set up PPC campaigns yourself or hire a third party agency such as ourselves (we’re called Search Engine People) who specialize in PPC management services for small businesses like yours that are looking for help managing their online marketing efforts.

Takeaway:

Google Ads is a great way to get your business in front of the right people, but it’s not the only option. You can also choose to advertise on Google, or across the entire web.

Google Marketing Strategy For Product Growth

If you’re looking for ways to increase sales and grow your business, it’s important to develop a clear marketing strategy. You can’t just throw money at advertising or launch an affiliate program without having a good idea of what works and why. In this article, we’ll break down some of the most common mistakes people make when trying to market their products online.

Only have 2 or 3 major goals at once

  • You can’t do everything at once. A lot of people think that if they have multiple goals, they’ll achieve them quicker. But actually, it will only make you feel overwhelmed and distracted from your main goal.
  • Focus on one thing at a time. Instead, set aside specific times to work on each task or project in your pipeline and prioritize accordingly so you don’t get distracted by other stuff (and then never finish anything).
  • Don’t worry about the other goals until you have achieved the first one. Once you complete this goal, then move on to another major objective and repeat!

Be honest about what works

This is an important point. Be honest about what’s working and what isn’t. For example, if you find that Facebook ads are the best channel for your audience, then focus on them instead of wasting time and money on other channels that don’t perform as well.

As a rule of thumb, don’t try to be everywhere at once (it’s impossible), and don’t try to do everything (that only leads to exhaustion). Instead, figure out which marketing channels work best for you and focus on those first before expanding into new ones. Don’t waste your time or money trying something new unless there’s evidence showing it could provide value—and remember: if something doesn’t seem like it would fit within the scope of your current business goals or budget constraints, then it probably isn’t worth doing!

It’s also important not to try too hard when it comes down things like social media engagement—people can tell when someone seems insincere or fake-friendly in their posts; just be yourself!

Think about the data you already have

If you’re like most companies, you have a lot of data at your fingertips. You know how many people visit your site and what they do once they get there. You know when they leave and where they go next. And when those people who visit become customers, you can see how many times they return and what they buy.

But the real question is: Are you using that information to guide decisions? Are there things in your business process—especially marketing—that might benefit from some analysis? The answer is yes if:

  • The answer is no if:
  • Your marketing strategy relies on guesswork instead of data-based decisions (i.e., “I think this campaign will work”).
  • All it takes to make a change or tweak an existing marketing strategy are assumptions (i.e., “I’m sure this change will be better than what we have now).

Don’t try to be everywhere

As you can see, there are a lot of different channels for marketing your product. This can be overwhelming and it’s easy to feel like all the channels are equally important. The truth is that some channels are going to work better than others for your particular product, so instead of trying to be everywhere at once, focus on those channels that are working best and then expand from there.

Align your SEO strategy with your traffic goals

Now that you’ve got your Google Analytics set up, it’s time to take a look at how your website is doing. You should be able to see some pretty interesting data about what people are looking for and how many visitors are coming from search engines like Google, Bing, Yahoo!, and others. This will help you figure out what keywords people are looking for when they’re searching online and how much traffic those keywords drive to your website.

I recommend setting up Google Webmaster Tools so that you can track any technical issues related to search engine optimization (SEO). If there are any problems with crawling or indexing of pages on your site, this tool will let you know right away so that you can fix them quickly!

Set up your website for success

To set up your website for success, you should:

  • Make sure it is mobile optimized. Your website should load fast and be easy to navigate on mobile devices. Use a responsive design and test it with Google’s Mobile-Friendly Test Tool.
  • Choose a good hosting service for your site that offers reliable uptime and performance, as well as online tools like file transfer protocol (FTP) access and web-based email management. You may not need anything more than this simple package from BlueHost.
  • Sign up with a good email service provider like Gmail or Yahoo Mail so that you can send messages to customers using their contact information without having to pay extra fees or go through other hoops around spam protection (see below).

Takeaway:

  • Be honest about what works
  • Think about the data you already have
  • Don’t try to be everywhere
  • Align your SEO strategy with your traffic goals
  • Set up your website for success

Google New Algorithm For Seo

Several times per year, we make substantial improvements to our overall ranking processes, which we refer to as core updates. Core updates are designed to increase the overall relevancy of our search results and make them more helpful and useful for everyone. Today, we’re releasing our May 2022 core update. It will take about 1-2 weeks to fully roll out.

Core updates are changes we make to improve Search overall and keep pace with the changing nature of the web. While nothing in a core update is specific to any particular site, these updates may produce some noticeable changes to how sites perform, which we’ve noted in previous guidance on what site owners should know about core updates:

We confirm broad core updates because they typically produce some widely notable effects. Some sites may note drops or gains during them. We know those with sites that experience drops will be looking for a fix, and we want to ensure they don’t try to fix the wrong things. Moreover, there might not be anything to fix at all.

There’s nothing wrong with pages that may perform less well in a core update. They haven’t violated our webmaster guidelines nor been subjected to a manual or algorithmic action, as can happen to pages that do violate those guidelines. In fact, there’s nothing in a core update that targets specific pages or sites. Instead, the changes are about improving how our systems assess content overall. These changes may cause some pages that were previously under-rewarded to do better.

Google Parameters For Seo

Which Google ranking factors matter most to your SEO strategy? Read about the ones that top our list and why.

Ah, ranking factors. The ancient art of ranking in search engines is a lesson in balance and patience.

Yet some people read an article like the example below that talks about the most important ranking factors and think, “Yep, I’ll follow that advice.”

You’ll read some bizarre stuff — like that Easter Eggs are ranking factors.

Now, you could spend all your time prepping for Easter Egg results and optimizing Google Doodles in the SERPs, or… you could just not do that.

After reading these types of articles, I’m begging for a shower and a bar of soap.

So what ranking factors should you focus on to improve your SEO?

According to Google’s John Mueller, you should focus on “awesomeness.”

But with over 1.8 billion websites online today, how do you create awesomeness?

And with the oversaturated amount of articles claiming to be ranking factors, what is fact or fiction?

With Google evaluating sites based on hundreds of ranking factors, knowing where to aim your SEO strategy for the biggest bang might seem impossible.

What we do know is that Google will continue adjusting ranking signals to best meet the needs of searchers.

This means that even new SEO trends have roots in the current algorithm – and with a little creativity and SEO savvy, it’s entirely possible for you to rank well.

While ranking signals are far from limited to just this list, the ones highlighted here are among the most impactful from Google Ranking Factors: Fact or Fiction — Search Engine Journal’s evaluation of 88+ ranking factors.

What Are The Top Ranking Factors For Google?

In no particular order, the top factors for ranking on Google are:

Plus, you’ll learn the top local ranking factors below, too. Let’s go to it!

1. Publish High-Quality Content

“I don’t need quality content on my website to rank,” said no one ever.

The quality of your website and blog content is still crucial. Content still reigns as king.

Your content needs to provide valuable information. Creating pages with no real value can come back to haunt you, thanks to Google’s Panda and Fred algorithm updates.

Even big names like eBay and Apple aren’t worthy of the content crown. Thin content has hurt both brands in the past.

High-quality content is about creating pages that increase time on page, lower bounce rate, and provide helpful content for the user.

Blog pages like this and guides like this are the type of high-quality content search engines, and users want.

High-quality content pages must do more for today’s SEO than just be well-written and long-form. They must also take the following into account to enjoy an increased presence in SERPs.

RankBrain

Knowing users’ search intent is essential to creating pages that drive organic traffic. That’s where RankBrain is applied.

How much does this matter? Well, CoSchedule saw a 594% increase in traffic by reshaping their SEO content strategy to be more aligned with searcher intent.

This alignment with searcher intent is especially important because, as Mueller has pointed out, intent can change over time.

Google has even updated the search results with a new featured snippet that is designed for “multi-intent” queries.

To understand what your target searcher’s intent is, you need to dive into your Google Analytics to see what users are looking for.

Luckily, you have a number of techniques at your disposal.

Reports like Site Search and User Flow can give you an idea of what your customers are searching for.

You can also view the Performance report in Google Search Console. This will give you insights into what people are clicking on the SERPs to get to your site.

Keyword Usage

Despite the word on the street that keyword research is not needed to rank, it still supports quality content creation. But unlike traditional keyword research, today keywords serve as a content creation roadmap.

Through competitor research and data mining, you can uncover keyword gems that have average search volume but a high click-through rate for your audience.

Check out how Chris Hornack, founder of Blog Hands, saw an 80% increase in traffic after performing keyword research.

So, as the industry continues to whisper about the negative impact of keyword research, you need to identify your primary keywords and bucket them into topics suited for your searcher.

For instance, a Google study found that mobile search queries such as [brands like] and [stores like] have increased by 60% over the past two years. This study explains the need to adapt your keyword strategy for the mobile consumer.

Andrea Lehr, Brand Relationship Strategist at Fractl, shares insights on how she buckets her keywords here.

Gone are the days of doing keyword research on individual keywords.

Today, it’s best to bucket keyword topics into themes. Think about synonyms, long-tail keywords, and keywords related to the topic or similar topics. This is how you target keyword usage.

Freshness

Content freshness is nothing new. When Google first made the announcement in 2011, it sparked confusion around what was deemed as “fresh content.”

So what is it? And how does freshness work with evergreen content?

For evergreen content, don’t simply update the date every year. You must dive into the meat of the content to see what needs to be refreshed.

For example, if you created a listicle of tools, you could update the screenshots, pricing, and information attached to each tool.

This is why it’s ideal to perform quarterly content audits to understand what pieces deserve a refresh and others that could be redirected into similar pages. Before you make any changes to your content, look at your data to help you make smarter decisions.

2. Make Your Site Mobile-First

Mobile-first indexing was officially finalized in March 2021. It’s been a long, slow process since it kicked off in 2017.

In short, mobile-first indexing is the way Google indexes your site. If you have a separate mobile website, the URL of your mobile site will be indexed and used for ranking instead of the desktop version.

To be clear, there is no separate mobile-first index. Google indexes and ranks your content that comes directly from the mobile version of your site.

Also, the mobile-first index should not be confused with mobile usability. Let’s dive into the difference in mobile usability.

Mobile Usability

Remember when a mobile version of your website hosted at m.URL.com was the recommended thing to do?

While it won’t always harm you, more websites are moving away from this mobile website method and toward building responsive websites instead.

Even though Google has said they don’t publicly favor any one set way of doing mobile websites (whether it’s responsive, dynamic, or separate URLs) when it comes to rankings, a responsive website is their recommended format.

Google has stated that responsive design helps their “algorithms accurately assign indexing properties to the page rather than needing to signal the existence of corresponding desktop/mobile pages.”

In the age of the mobile-first index, your mobile website is the lifeblood of your existence in the SERPs. To stay alive, follow Google’s guidelines and make sure your content matches identically on your desktop and mobile.

While mobile responsive layouts are not required for mobile-first indexing, you still want to optimize it for better page experience, and in turn, rankings.

Whenever you can make it easier for a search engine to improve its results, do it!

3. Enhance Page Experience

Improve Your User Experience

User experience (UX) has an impact on SEO, as we have seen with the recent updates to Page Experience.

If you don’t think about UX, your website will end up in the metaphorical trash.

In fact, 38% of people will stop engaging with a website if the content and layout are unattractive.

Getting this right can bring big benefits. Main Street Host, a digital marketing agency, saw a 66% increase in page views to their attorney profile pages by updating the content and optimizing call-to-action buttons.

And, Ezoic saw a 186% increase in earnings per 1,000 visitors after creating a better UX.

Rover is a good example of a solid user experience:

Designing a user experience that pairs nicely with your SEO is vital if you want to succeed in the SERPs. It’s like choosing which Backstreet Boys song you want to sing karaoke to. Even if the performance is good, if the song is off, no one will sing along with you.

Site Architecture

Site architecture is a related component of user experience and has a significant impact on SEO.

John Doherty of Credo claims, “One of the biggest changes I can make is fixing their site architecture.”

He goes on to discuss a website where he switched the URLs from a tag page to a subcategory page to link higher in the site architecture. He was able to increase organic sessions by 74% and pages per session by 41%.

Here is an example of proper site architecture:

Not only does site architecture help users find what they are looking for with better website navigation, but it can also help search engine crawlers find more pages on a website.

In a nutshell, your websites should be dead easy to use.

All pages and navigation should be laid out as simply as possible.

It should take a user only three to four clicks to find any page on a website. While this isn’t always possible on large sites, there are ways to help users search and find pages internally to ensure they find what they need.

With the release of the Page Experience update, site architecture will have a bigger impact on your SEO.

Core Web Vitals

As Google’s John Mueller noted, Core Web Vitals is more than a tie-breaker. This metric impacts many other factors related to SEO.

For instance, Core Web Vitals impacts your usability. If a searcher goes to a page and converts, your UX, page speed, and content all affect the conversion rate.

Essentially, Core Web Vitals were created to help you deliver a better experience for the user.

Google Play Search Engine Optimization

Google Play Store is among the two largest app stores for mobile apps globally. According to Statista, over 3.5 million apps were listed in the Play Store in April 2022, significantly more than 2.2 million apps listed in Apple’s App Store, the second-largest app store.

The mobile apps in Play Store are divided into 32 categories and 77 languages, with over 3 billion Android devices out there. To be successful with your app in the Play Store, you need to cover app store optimization, app campaigns, and social media and work actively on several other user acquisition tactics.

In this guide, we focus on app store optimization or ASO – the most fundamental area for growing your app in the Play Store. The article covers all the elements that well-known apps and category leaders use to reach top rankings and get organic downloads. Understanding the essential elements in the Play Store and how to optimize them will help you lay the foundation for the long-term success of your mobile app.

Before we dive into the details, here is what we are covering in the guide:

Let’s look at each of these elements and why they are important.

Google Play Ranking factors

Google Play uses many different elements when ranking apps. The most important concept is that people use keywords to find apps. Google’s algorithm then checks which apps have those keywords in their metadata and how relevant those keywords are for different apps.

There is a common belief that app store optimization or ASO for apps is similar to SEO for websites. While they do share some fundamental principles, many aspects are still different.

The list of elements that Google’s algorithm uses to rank keywords includes:

Based on our experience, most of the Google Play ranking factors are already well known, but that doesn’t mean that ranking in the top positions in the Play Store is easy. App marketers must continuously research new keywords, prioritize the most relevant keywords, target them, and measure their performance. 

App store optimization for Google Play is a long-term process that requires strategy, resources, patience, and testing. Once you establish a keyword optimization process, you can work on optimizing other elements as well.

App title

App title in Google Play is the most critical metadata element in app store optimization. To be more specific, the keywords you add to the app title are likely to have the most significant impact on keyword eligibility and relevance. 

As we mentioned before, Google first needs to associate your app with a particular keyword and then evaluate how much the app is relevant for that keyword. 

In the old days, app titles had a very long character limit, and people would use app titles to stuff them with keywords they wanted to rank for. Google kept decreasing the character limit, and today you can insert maximally 30 characters. So if you’re going to get the most out of it, you have to be very strategic. 

On the one hand, you will want to push your branded keywords so that people can recognize your name and brand. On the other hand, you will also want to target generic keywords important for specific Google Play categories.

You will also want to test your app titles for different localizations and update them when necessary. Although you only have 30 characters at your disposal, they can significantly influence your app store optimization efforts.

Short and long description

Short and long descriptions are metadata elements in Google Play Console where you have a chance to additionally familiarize your audience with your app. If you have taken care of the app title, you will want to invest some time in optimizing short and long descriptions.

The short description has a limit of 80 characters. App publishers use short descriptions to give more background information to the visitors of the Play Store listing. While not all users will notice it, Google Play will use the keywords in the short description to better understand what your app is about. 

If you have used your app title to focus on your brand, you can use the short description field to place keywords people use to browse your category. You can also be more strategic with short descriptions – if you know there are mature keywords you don’t rank for, you can put them in the short description. Or use it for testing your conversion install rate.

Long description in Google Play has a limit of 4000 characters. You have a chance to provide a detailed description of your app and give potential users reasons why they should install it.

Although you have much space to share your messages, most users won’t read your long description all the time. Google will crawl the text you provide and notice the keywords you want to push. However, that doesn’t mean you should stuff the text with keywords. Explain your features naturally and add a call to action for the readers. 

Long description allows you to promote your app. Structure your text, including the most important keywords at the beginning of the long description, and use the first sentences to improve the conversion rate. Use your targeted keywords multiple times to help Google understand your app, but don’t exaggerate.

Stuffing the text with the exact keywords over and over will get you penalized, so make sure to pay attention to it. Google is becoming more strict in its guidelines about what keywords are not allowed for using for app metadata and description. 

App Icon

The Google Play app icon is not a direct ranking factor, but it is unarguably the most crucial element of your creative assets. Whether people come to your store listing directly or browse through the search using generic keywords, the app icon is an element they will always see. A visually appealing and aesthetic app icon will help your app stand out.

A nicely designed app icon will help you with conversion rate optimization. Since 2021, Google has introduced new policies that don’t allow emojis, calls to action, and keywords that refer to performance (e.g., best, top, #1). This means that app marketers can’t use app store icons to stand out from the competition as before, but that doesn’t mean you shouldn’t optimize them.

Make sure to follow the best practice when designing your app icon:

Remember – your app icon can significantly influence the appeal and conversion of your app, so make sure to invest your time in the proper app icon design.

Feature Graphic

Google Play feature graphic is the visual element used at the top of your app page or your store listing. Because feature graphic captures much space in a prominent position, they have the power to strongly influence your visitors and the installation rate.

The goal of the feature graphic is to persuade your visitors to watch your promo video, and at the same time, it has to show your key message that is aligned with what you do.

If you use video to promote your app, Google Play will put the feature graphic on the top of your video (with a play button built in it). If you don’t use a promo video, the feature graphic you provide won’t be visible in your store listing. 

Feature graphic is a mandatory asset and you need to upload it to your Google Play Console, even if you don’t use a promo video with your store listing. However, some other situations show why feature graphic is essential:

Because feature graphic is a significant visible asset presented before the app screenshots, you should invest some time in it. 

Feature graphics should be aligned with your brand, app creatives, and identity. Google Play can promote your app, which means many people will notice the feature graphic. Google also provides guidelines that you need to follow when designing it.

To sum up, the best practices for your feature graphic are:

App Screenshots

Android App screenshots are an excellent opportunity to tell your potential users what your app does. When someone lands on your store listing in Google Play, app screenshots are placed at the most prominent place on the mobile screen.

According to the research, the average time users spend on the store listing page in Google Play is 14 seconds. Because users tend to quickly scroll and skim the information on your page, you have to make sure that the first screenshots users see explain your app’s most essential features and benefits. That way, you can capture their attention and interest early and increase the probability of installing your app.

You can upload the following screenshots to your app store listing:

Note that if you use a video for your store listing assets, the video will be the first thing the store visitors see. After that, the users can see the screenshots. 

We suggest you always test different screenshot combinations to find the one that brings the best results and installs. A/B testing in the Play Store should be an integral part of your app marketing strategy.

You can use a couple of best practices when testing your app screenshots.

Once you find your winning combination, you will notice how much influence the screenshots can have on your KPIs.

App Promo Video

Google Play promo video is another type of asset that you can use with your store listing. Unlike the preview video for iOS users, the promo video is generally not shown during the search in Play Store. 

The promo video is not a mandatory asset, so you might decide to focus on the images only. However, we strongly recommend performing A/B tests to check if a store listing performs better with or without a promo video.

You can’t upload the promo videos to your store listing directly. You need to have the video already uploaded to your YouTube channel, and in the Play Store, you are simply putting a YouTube link. The good thing about this is that you can use YouTube analytics to optimize your video.

E.g., you might see that people watch only the first 10 seconds of the video and miss some of the features you show after the first 10 seconds. Armed with this insight, you can make your video shorter or create an overview of your app’s essential features during the first 10 seconds of watching.

How much effort you are willing to put into creating your video is up to you. As you may already know, you can be very creative with the production and include simple animations, motion graphics, or live footage. What matters is to think in advance about what your users are expecting to see and not overengineer the promo video if it is unnecessary. We suggest you look at the competing apps to see the strategies they use with their video assets.

As we mentioned before, if you use a promo video, the first thing your store listing visitors will see is the feature graphic because Google Play will put it on the top of it. 

Follow these best practices to get more downloads with a promo video:

Promo videos can make a big difference to your app conversion rates, so invest some time in their creation.

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