Additionally, it is important to have your business listings consistent across the internet. You would be surprised at how many variations you might find for information as basic as your company name, address and phone number. Chances are your business has links from over a hundred different directory websites. Consistency is important for the sake of your brand and your organic relevance. 3. Get software savvy Don’t assume that the most expensive (or least expensive) keyword will be most effective for your business—remember that the cost of PPC words is determined by demand, not by efficacy. You want to find keywords that don’t just drive traffic, but drive conversions. Software that ties customer phone calls back to the searched keyword takes the guesswork out of choosing PPC terms. It tells you not only which keywords will get visitors to your site, but which will actually make your phone ring. In the brave new world of Google SERPs, where competition for prime keywords is fierce, maximizing your AdWord Return on Investment (ROI) and leveraging your data for organic searches as well should always be the goal. 4. Get help Google’s changes represent the latest shift in the restless landscape of online marketing—a landscape that grows more complex, more specialized and more challenging every day. Learning how to navigate its terrain is a fulltime job; the days of fending for yourself are over. The best way to get your marketing right? Work with professionals who know your business, know the technology and know your industry. The bottom line: go strategic, or go home Your website is no place for guesswork—if you want to survive in today’s complex world of online marketing, you need to know its rules and tools. From quality scores and SEO to software proficiency and whatever tomorrow’s changes will bring, you need to bring your online A game—the future of your business may well depend on it. ICM ICM/July/August 2016 21
ICM July-August 2016
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