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Writing meta descriptions to boost SEO marketing

Marianna Muscat - Monday, July 13, 2020
SEO

There’s more to SEO marketing than choosing the right keywords. You should never underestimate the importance of meta descriptions. Those 150 characters are an essential part of optimizing your pages for Google. While the actual text in meta descriptions doesn’t factor into Google’s ranking algorithms, it’s still important because it helps to convince people to click on your search results. The more clicks you get in this way, the better your organic click-through-rate (CTR) will be – and this could lead to indirect improvements in your rankings.

So what is the secret to a good meta description? Here is a step-by-step guide. 

Be careful with the tone

The tone of the description must be straightforward and conversation while still being in line with your brand voice. This may seem like a delicate balancing act, but there’s no need to overthink it. The important thing is to encapsulate the essence of the page content in a simple and attractive way.

Include your primary keyword

This is a fun challenge for a copywriter: to include the primary keyword and a natural way that makes sense to the description. It’s vital to include the keyword in your description, as well as your meta title.

Include a call to action

Finish off your description with a tangible call to action for the reader. “Find out more…” or “Learn more here,” for example. A basic description of the content might be enough to attract a click but often, readers need that definite nudge.

Write in active voice

Passive voice has its place, but it should be a no-no in most marketing writing, especially in a meta-description, which is meant to be short, sharp and direct. So always stick to active voice.

Make sure the description matches the content

Don’t try to trick the reader into clicking with a description that doesn’t actually fit the content. Let your description be an accurate reflection of your page’s content. 

Remember that Google might cut you short

Although the maximum length for meta descriptions is 150 characters, only the first 120 characters usually get displayed in the search results. This means you need to be sure to get your main message across before that cut-off. 

Give each page a unique meta description

Don’t copy and paste one meta description across various pages. Each and every one of your pages must have its own meta description.

WSI New Media Marketing is a proud member of the global WSI digital marketing family. Contact us and see what we can do for your brand. As a leading digital marketing agency, we specialize in effective social media marketing, pay-per-click advertising, mobile content marketing, and SEO marketing. Contact us for more information.

How to Increase Web Traffic Through Social Media

Marianna Muscat - Monday, July 6, 2020
social media marketing

Securing the services of a top social media agency is one of the most important things you can do for your brand. People have probably told you a thousand times that you need a social media strategy to drive traffic to your website. However, do you know how it actually works? How do you convert Tweets and Facebook posts into website traffic? How can you make your social media posts count? Here’s what you have to do to increase traffic to your website by way of social media.

Start with your profile

Before you do any posting on Facebook and Twitter, make sure you have filled in your bio, company page, or About section correctly. This is where many people will first become acquainted with your brand, so you need to ensure that you make a good impression. Also, don’t forget to add a link to your website. As people read about you for the first time, they can click back to your website and get more information. Whether or not this person turns into a customer, they automatically one more visitor to your hit count.

Promote your blog

You may have a great blog with informative, entertaining and topical content, but it’s no good if nobody reads it. You can’t expect to maximize visits to your blog through SEO alone. Social media is the most essential and most effective way to draw eyes to your blog. 

Allow readers to share your content

Now that you’ve attracted readers from social media, let them help you reach even more new audience members by embedding a social sharing tool on your pages. This allows them to easily pass your content on with a single click.

Pay attention to your audience’s habits

It’s no good posting great content when your target audience isn’t even on social media. Find out the peak time of your audience – the time when they are most active – and schedule your posts to go out during those times. This requires a little trial and error and guesswork at first, but you will soon be able to see when your audience is most active. You can make use of free tools such as Followerwonk to help you with this research.

Focus on visual content

People would much rather watch a video or quickly scan a GIF or meme than read a lengthy article. So make sure you hold their attention by posting visually oriented content. It doesn’t have to be only pictures, but it’s best to cut back on the text and add in more visuals. Even if you do post links to articles and blogs, make sure they have a picture to attract attention.

WSI New Media Marketing is a proud member of the global WSI digital marketing family. In addition to building brands through PPC advertising, website design, mobile marketing and SEO optimization, we are also one of North Carolina’s top social media agencies. Contact us and see what we can do for your brand.

Social media marketing: Facebook Ads Best Practice

Ken Bowden - Monday, June 15, 2020
facebook ads

Facebook ads are a crucial part of any social media marketing strategy, and as a social media marketing agency, WSI New Media Marketing in Greensboro, North Carolina, has a lot of experience with Facebook advertising. With the complexities behind Facebook Ads, it is increasingly important to understand what you’d like to accomplish with your advertisements on Facebook and how to best achieve the goals you have set for yourself. 

5 Best Practices for Your Facebook Ads from a Social Media Marketing Agency 

1. Set the correct goals to drive value 

With so many different advertising objectives available to your business, it can become difficult to pick the correct goals to aim for in Facebook advertising. The best plan is to determine which goals will produce the most value for your business, and aim for those objectives. Value-driving objectives no longer just include likes on your page or clicks to your website but should include conversions and brand awareness. Being popular on Facebook may help your business to reach more audience members, but if those views don’t convert into sales, they are not worth the advertising budget. 

2. Make use of Facebook’s Placement Optimization 

Placement options on Facebook include Facebook and Instagram feeds, the Audience Network, and Facebook Messenger. If you choose to activate all the placement options available to you, the Facebook Ad platform will learn which placements are the best at achieving your objectives in a cost-effective manner, enhancing your campaign performances without all the research effort from your side.

3. Choose the Campaign Budget Optimization option 

Similar to the Placement Optimization process, the Campaign Budget Optimization lets the Facebook Ad platform find opportunities to achieve your set goals across your ad sets and give priority in the budget allocation to the ads that are performing well. This option takes away some of the control you have over your ads but can help you to spend your budget more effectively across your Facebook Ads. 

4. Understand when broader targeting might be better 

For a long time, Facebook Ads that targeted small, niche groups performed better than broader target groups. Due to the increase in targeting and competition, it may cost more to target a smaller group with your Facebook Ad. This aspect of the Facebook Ad platform makes it crucial to understand when targeting a broader audience may be more cost-effective. If you’re trying to make your budget go further, set your audience broader so Facebook Ads can reach different people at a lower cost. 

5. Create for mobile, always 

The statistics for mobile use of social media platforms alone should indicate that mobile-first creation is key to achieving success in social media marketing. If your advertisement doesn’t load correctly on a mobile device, it won’t go down well with social media users. 

If you need assistance with your social media marketing, SEO optimization, and Facebook Ads, contact WSI New Media Marketing in Greensboro, North Carolina, your local SEO company and marketing agency today. 

Social Media Marketing: Define Your Target Market

Ken Bowden - Monday, June 8, 2020
social media

Your favorite social media marketing agency, WSI New Media Marketing in Greensboro, North Carolina, has great tips to help you find your social media target market. Because social media has become an incredible platform for businesses and brands to create awareness, everyone is jumping on the bandwagon. To ensure that your content doesn’t get lost, you’ll need to find your target market and show them how you can be valuable to them. Here’s how:

Tips from a Social Media Marketing Agency: Defining Your Target Market for Social Media Marketing

Study your customers: 

If you’re making use of a social media marketing agency, you probably already have a few customers who you can study to find out more about how audiences will react to your social media marketing strategy. Use your existing client base to understand the demographics of your audience, including information like age, location, income and spending power, preferred language of communication, and interests. These insights will help you to narrow your target market down to a more manageable group, giving you the power to personalize your content and cater to your specific niche.

Engage in social listening: 

Social listening is one of the most effective ways to define your target market and gain deep insights into what makes your audience tick. With social listening, you’ll monitor direct feedback and relevant discussions on your social media channels. This will help you to compile lists of topics your target market might be interested in, learn about competitors in your industry, and gain insights on essential opportunities you might want to take advantage of. By engaging in social listening, you’ll form a better understanding of who your audience really is, and who you should not be targeting with your social media marketing efforts. 

Experiment with different approaches:

When you’ve gathered information and insights through studying your customers and social listening, you’ll need to experiment with different approaches to your social media marketing strategy. Write copy in different voices, post content on various social media platforms, and create ways for your audience to engage with you through competitions, polls, and lead magnets. Through experiments, you’ll find which approaches, styles, and topics attract the attention of your audience, and you’ll be able to define your target market by matching what you can produce with what audiences want to consume. 

Study your analytics:

From website traffic to social media interactions, you need to get comfortable with analyzing your customer interactions to better define who you want to reach. As each social media platform has its own analytics tools, you’ll need to do some research to understand what their metrics mean and how you can leverage the information you have available to reach your ideal audience. 

Looking for a social media marketing agency to help you to understand and target your ideal audience? Contact WSI New Media Marketing in Greensboro, North Carolina, for more information. 

The Affect of the COVID-19 Pandemic on SEO Trends

Ken Bowden - Monday, May 18, 2020
seo

The global reach of the COVID-19 pandemic is making an impact on every aspect of the digital marketing world, and SEO trends are not exempt from the changes brought on by COVID-19. Digital marketers have seen a shift in SEO trends. These are some of the current SEO trends that could influence digital marketing until the COVID-19 pandemic dies down.

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Using SEO to sustain your presence during COVID-19

Ken Bowden - Tuesday, May 5, 2020
seo

During the COVID-19 pandemic, we are seeing the emergence of what digital marketing experts are calling the “infodemic”, but with proper SEO practices and a sincere desire to provide your audience with relevant, trustworthy information, your business can remain pertinent to consumers.

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SEO: Ranking during COVID-19

Ken Bowden - Thursday, April 16, 2020
seo

The world is currently facing a challenge like never before with the COVID-19 pandemic. Because this virus has permeated every part of our lives, SEO will definitely be influenced by the pandemic. If you’re trying to understand how you can switch gears to rank for the SEO keywords during the pandemic, here’s a list of our top tips.

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How to Adjust Email Marketing During COVID-19

Ken Bowden - Monday, April 6, 2020
email marketing

During the COVID-19 pandemic, businesses across the globe are shifting gears when it comes to email marketing, using this platform to communicate a variety of important messages. If you are unsure of the kind of information you should include in your email marketing efforts, take a look at our guide.

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Tips for Combining Content Marketing With Pay per Click Advertising

Ken Bowden - Tuesday, March 31, 2020

When it comes to improving your pay per click advertising, you’ve probably heard it all. Some marketers advocate for the sole use of content marketing, while others support the exclusive use of pay per click (PPC) to grow your business.

Combined, pay per click advertising can be a powerful tool that allows you to capitalize on your content marketing while waiting for search engines to start delivering search results.

Creating high-quality and relevant content should be your long-term strategy to boost your SEO ranking, improve the quality of your landing page and to build your brand’s standing.

We’ve listed four tips for you to do just this.

  1. Zone in on Your Audience

Know your audience. Depending on the type of business you do online, some audiences prefer using social media platforms and others prefer the more formal mediums such as e-commerce stores, blogs or online discussion forums.

Once you know which channels to target, you can hone your content to suit your various audiences.

  1. Brainstorm Your PPC Plan

In order to build a successful PPC plan, you need to determine your campaign structure. The next step would be to build and to refine your campaign’s landing pages. In addition, you need to build a keyword strategy and plan based on your research. Once you’ve completed these three steps, go on to create ads. Think it through and take the time to focus on this; most marketers fail at their PPC campaigns, which costs them more for underwhelming lead generation results.

  1. Amalgamate Calls to Action

Calls to Action are used in written content, blog posts and Meta descriptions as well as advertisement banners. These are woven into your PPC advertising. When conceptualizing your headings and Metadata, you don’t want to provide all the information or answers in your PPC promoted content – it’s a fine balance. Instead, try to ‘persuade’ your audience to click on your website links.

  1. Keep Your Finger on Your PPC’s Pulse

There’s no point in spending time and money on a perfectly crafted PPC and content campaign if you don’t keep on top of it. Follow up on your PPC advertising. In order to maintain your credibility, ensure that you always provide accurate, up to date, valuable and high-quality content to your audiences.

At WSI New Media, we provide a holistic approach to increasing online sales and leads. We specialize in designing and managing PPC campaigns by assisting our clients to see how this valuable resource will capitalize on your content marketing through improved click-through rates, conversions, and profit.

Contact us today for more information.

Why website load speed matters

Ken Bowden - Thursday, March 19, 2020

There is nothing more frustrating than navigating a website with a poor load speed or inadequate performance. Every aspect of our daily lives is fast paced, and a rapid, effortless user experience is essential to stay ahead in the business world of today.  

A website’s load speed is crucial to your online presence, conversion rates and even sales and it has a major impression on SEO rankings. All top website design companies will tell you that slow websites all have low conversion rates, high bounce back rates and unimpressive amounts of visits per page.

For your website to lead your digital presence, you need to avoid this at all costs:

  1. First impressions always count

Your website speed is the first impression you will make. It is vital that your customers (or readers) make a positive instant judgement about your business. In your customers’ minds, you are efficient, trustworthy and confident if your website proves to be professional and reliable.

  1. Your Users’ experience

One of the few ways you can set your website apart from others is through your users’ experience. With an efficient website load speed, this can be achieved by giving your visitors what they want and giving it to them quickly.

  1.  Website speed effects your Google ranking

Google takes website speed into account when ranking websites with a very small ‘signal’. This means that the average website won’t see much change but if your website lags, you will suffer. If your server is slower than two seconds, the chances that Google will pick up your content (or any other relevant changes) are slim and this could be harmful to your ranking.  

  1. Your site’s speed impact on paid searching

Google views a slow website’s speed as a poor user experience which in turn, brings down your quality score. When it comes to pay per click advertising (PPC), paying the most affordable rate for your keyword bidding is determined by your quality score. In paid media terms, your quality score is determined on how relevant Google finds your website’s landing page to a search term.

Your quality score determines what your cost per click is and your average position on the Search Engine Results Page. With a slow website speed or quality score, it will be hard for your website to show up in the top positions on the Search Engine Results Page. Your ranking also depends on how competitive the keywords are.

At WSI New Media, we will help you to benchmark your website and to improve it. We will analyze your website’s performance, eliminate all unnecessary elements ‘weighing’ it down and, optimize your website to ensure that you have the best and most efficient website speed to stay ahead of your game.

Contact us today for more information.

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