When marketing your midsize business, it’s essential to be up-to-date with the latest trends and insights. From SEO to social media, we’re in an age of digital marketing that evolves at lightning speed.
Our team of marketing consultants at Fratzke aim to make digital marketing your competitive edge. Each week, we’ll give you an inside look into the latest news and digital media strategies to give your midsize business a leg up on the competition.
Between June 2nd and June 12th, Google launched a Core Update that impacted the search engine rankings and results for numerous midsize businesses. The Fratzke team watched as some of our clients’ blog traffic dropped, but others’ rose.
Our clients weren’t alone: Digital leaders like Neil Patel experienced a drop in blog traffic too. A common thread between Neil and our clients with a traffic decrease included blog introductions that focused on audience engagement through storytelling rather than jumping straight into an answer.
In comparison, client blog posts that experienced a rise in traffic answered commonly asked questions at the top of their posts.
Put yourself in the shoes of someone searching for an answer on Google. You click a link and if you don’t find your answer after skimming the first few paragraphs, you move on to the next one, right?
Google’s algorithm seeks to reward quality content that succinctly answers users’ queries.
While competitors like SEMRush and Moz provide similar data metrics, Google’s Search Console Insights emphasizes its simpler, easy to use features to track your content’s progress. This free resource can help you monitor and adjust to what your audience does and doesn't like with an easier analytical process.
At Fratzke, we believe that Google’s long-term strategy is to replace Software as a Service (SaaS) offerings like SEMRush and Moz with their own offerings. We’ve shared this theory for a few years now, and Google's recent investments in enhancing free software like Google Search Console only seem to reinforce that thought.
When you think of digital advertising, the first name that usually comes to mind is Google Ads. Google Ads is a great digital advertising tool you can use to get your product or service in front of the consumer because it is tied to the largest and leading search engine: Google.
But there are other digital advertising tools that provide new ways to reach your target audience. More importantly, they can provide you with ways to reach untapped audiences.
Still debating whether or not to include Google Ads in your midsize business’ digital marketing strategy? Here are a few points to consider:
When evaluating your Google Ad metrics, if your midsize business continually ranks at 100% in the Search Impression Share metric, you’re not reaching any new audiences.
In other words, the audience searching for that keyword or phrase has already seen your ad - no new leads are being generated. It’s time to strategize and determine how new audiences can discover your content.
Believe it or not, there are more search engines out there than Google. By tapping exclusively into Google Ads, you’re cutting out potential leads left and right.
According to Oberlo, the top five worldwide search engines in 2021 by market share are:
With costs per click (CPCs) on the rise, the cost to use Google Ads may max out a midsize business’ advertising budget. It can also become less beneficial as more of your competitors begin to leverage Google Ads. The likelihood of your ad showing up over a competitor’s ad will diminish over time.
With audiences using a variety of platforms to search for their next purchase, midsize business marketers have an array of options to choose from. At Fratzke, we agreed with this list compiled by Search Engine Journal. Here are the key takeaways:
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