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February 21, 2021

Can SEO Help Grow Your Small Business?

Dot Pattern

Every time we meet with a potential client looking for SEO services, we hear the same concern- “Can SEO really help grow my businesses?”

We understand why companies, especially small businesses have second thoughts when it comes to spending money on SEO activities. In digital marketing, SEO is perhaps the one branch that doesn’t provide immediate results. Whether you already have a functioning website or you need to start from scratch, actual results from SEO activities will take at least 6 months to provide visible results.

So in this blog, we will share six reasons as quoted by our SEO experts on how this digital marketing service can help grow your small business.

What Is SEO Anyway?

SEO or search engine optimization helps business owners create fast, robust, and user-friendly websites that rank high in search engines like Google. Having an optimized and functional website is the first thing your business needs to mark its presence on the internet and bring in qualified leads who could turn into potential customers.

An optimized website also plays a key role in building brand awareness for your business. Studies show that an average user is more likely to trust a website that appears on the first page of the search engine results pages (SERPs) than brands that do not. So, if you are a small business owner, it is high time that you utilize SEO to build a strong online presence to gain an advantage over your competition and acquire new customers.

Need more reasons? Here is what our SEO experts have to say-

“Your website is your primary source of traffic. Optimize and keep it up-to-date.”

Many businesses fail to understand how important it is to have a functioning website. When a user is looking for a particular service or solution for the first time, they are not particularly brand conscious. An organic search on the internet will bring the results that may simply interest them, provide information, service, or solution to their issue. If your business doesn’t turn up when searched for, it’s your loss.

 

Can SEO Help Grow Your Small Business?

 

Getting visibility in an organic search is crucial for your business. Your website has to be in top shape as a component of the buyer funnel, where users visit to complete a conversion or engagement. While all search engines contribute to a brand’s visibility, getting on to the first page of Google SERP is what you must bet your money on. Maintaining a 92.47 percent market share as of January 2021, Google has long dominated the search engine market; which is why its guidelines are important when doing SEO.

When you have a high-quality website that is well maintained with regular optimizations, chances of appearing on the first page of Google SERP are high- thereby increasing your site traffic and consequently, your business.

“Good SEO not only means a high-functioning website but also better user experience”

Every business out there is vying for maximum visibility. With better organic rankings, it’s surely possible. However, SEO is not just about being on the first page of SERP with a technically sound website.

User experience plays a vital role in improving your website’s rankings. When a user visits your website, he or she has certain expectations from it, apart from finding a solution to their problem. A potential customer who visits your website will appreciate user-friendly design, clear and precise content, easily accessible navigation, and quick responses on clicks. The website’s user interface, content, and page loading speed all contribute to a positive user experience. With SEO techniques, you can manage and maintain a lot of these factors.

Customers know what they want before visiting your website. So if they cannot find it in a few clicks, it will constitute a bad user experience. At the same time, Google is effectively interpreting favorable and unfavorable user experiences by monitoring multiple parameters including bounce rate, page views, and load speed.

Hence, it is very important to ensure a positive user experience for your website’s success. With quality SEO, you can now ensure a good user experience and improve your brand’s rankings on the Google SERP, all the while keeping your potential customers satisfied.

“Local SEO should be the HERO of your digital marketing efforts if you are a small business”

Small businesses need a lot of local visibility, especially when they are just taking off. For some brick and mortar ventures like cafes and restaurants, local SEO is a great tactic for better discoverability and business.

 

 

Local SEO gained more prominence due to the rise in mobile traffic. Today, mobile accounts for approximately half of the web traffic worldwide. Statistics show that as of the third quarter of 2020, mobile devices generated 50.81 percent of global website traffic. So, it’s safe to say that local searches are here to stay and ensure the success of small and medium-sized businesses.
Local SEO focuses on optimizing your website for a specific vicinity, allowing people to find it quickly and easily during a search. Our SEO experts make this possible by including local citations, backlinks, and local listings relevant to your business location and the kind of service or solution you provide.

For instance, if you own a quaint cafe in Jumeirah, with the help of local SEO, your place of business will come up in the local search of a user looking for a cafe nearby. With an optimized Knowledge Graph panel and Google My Business listing, your brand will receive good engagement, traffic, and visibility.

“Want your brand to have credibility? SEO is the way to go.”

If you want your brand to have trust and credibility, SEO will help you build through your digital properties. Your website can gain authority through quality backlinks, optimized on-page elements and content, and ensuring positive user behavior. However, it is impossible to build credibility overnight. Optimization activities have to be ongoing and should be maintained.

The goal is to keep your website clean, user-friendly, and discoverable in search through continuous SEO activities. As many elements go into building credibility and establishing authority, you need a team of experts to work on your digital assets. Our SEO agency specializes in utilizing the insights gained over the years from working with many businesses over multiple domains.

Ultimately brand credibility depends on the quality and value of the service your business provides. If your business offerings are unmatching, building brand trust and authority will be quick and easy.

“SEO not only helps you keep up with Google updates but also stay on top of web changes”

If you have worked with SEO specialists before to optimize your website and other digital assets and then let it stagnate without ongoing activities, it’s time to pick up the pieces and start over. With Google’s search algorithm getting smarter every second, you need your digital properties to be monitored and managed every day to keep your position on page 1 and stay ahead of the competition.

 

Search engine optimization

 

Building your brand organically on the web takes time, effort, and most importantly, consistency. We have seen Google make thousands of algorithm changes every year. If you fall back too much, maintaining your page 1 ranking is next to impossible. By employing our SEO experts who can proactively monitor major algorithm changes, you can keep your website ready for every Google update.

Keeping up with Google is one thing. But your digital assets also need to be ready for the ever-changing web environment. Working with a team who knows to keep your website and other properties performing without glitches will give your brand an edge over your competitors.

“You won’t burn a hole in your pocket with SEO”

Trust us when we say that SEO is relatively cheap. While ads have a role in getting you hot leads and promising customers, your page ranking and organic traffic are what will keep you running for long.

SEO is a long-term strategy that doesn’t cost as much as all other digital marketing activities put together. Making a steady investment towards SEO, monitoring and maintenance will only do your brand good.

Remember the market keeps evolving, and so do the trends. Our experts closely follow these changes and make the right SEO recommendations when the time comes. At the end of the day, you want users to visit your website, have a good user experience and keep coming back till they convert to loyal customers.

What next?

We invite you to talk to our experts. Our SEO agency is committed to serving in your best interest with a pocket-friendly budget. Get your optimization activities up and running at the earliest so that your business is on the top of page 1 as everyone’s go-to brand.

February 15, 2021

Google Ads Broad Match Modifier (BMM) Is On Its Way Out & How Phrase Match Will Change

Dot Pattern

 

Google has always been one step ahead when it comes to making self-serve online advertising easy, effective, and efficient. Right from the launch of Google Ads (Adwords back then) on October 23, 2000, internet marketers have seen the advertising platform undergo many changes to fit the user’s latest needs.

 

So it comes as no surprise that Google has announced a number of feature changes and addons since the new year, of which the most talked about one pertains to phrase match and broad match modifiers in the keyword planner.

 

On February 4th, 2021, Google announced that they are bringing the behaviors of broad match modifier (BMM) into phrase match and phase out support for BMM. This change is meant to simplify the keyword portfolio and help advertisers reach more relevant user searches, thereby improving the efficiency of the search ads. This gradual rollout will change the back end processing for keyword match types to show ads that are most relevant for a particular search.

 

Before we dive into more details on what to expect from this change, here is a recap on keyword modifiers-

 

Understanding keyword modifiers 

 

Keywords are pivotal to Google Ads. These are words or phrases that are used to match the ads with terms users search for on the search engine. To ensure that relevant ads are shown for every user search, keyword match types are used. The keyword match type determines how closely your chosen keyword needs to match with a user’s search query for your ad to be considered for the auction. 

 

Currently, there are 3 types of keyword match types-

 

Broad match

Using this will make your ad show up for searches that relate to your keyword. Generally, no notations are used to represent this. Eg: Keyword

 

Phrase match

Using phrase match will allow your ad to show up for queries that include the meaning of your chosen keyword. The notation used for inputting keywords is the double quotation marks. Eg: “Keyword”

 

Exact match

Exact match allows ads to appear only for those searches using the meaning as your keyword. The notation used for inputting keywords is the square brackets. Eg: [keyword]

 

So, what exactly are keyword modifiers?

 

Keyword modifiers are extra words that users use in their search query to get the most relevant results. So by using the keyword modifiers, you can control your ad visibility for specific or broad search terms.

 

Broad match modifiers

 

Digital marketers use broad match modifiers so that ads may show for all searches that are related to your keyword. This is usually preferred when you want to reach a wider audience and attract more visitors to your website without taking too much time on building keyword lists.

 

For instance, imagine that you are running an ad for your easy vegan recipes website with a broad match modifier. In that case, your ad may appear for queries like “easy cooking recipes”, “lockdown cooking recipes” or “healthy cooking recipes”.

 

This match type works well with Smart Bidding where the system sets a bid for each auction of each query by bidding up or down based on how well the query is likely to perform.

 

Phase match modifiers

 

Including phase match modifiers in your keyword list will make your ads show up on searches that include the meaning of your keyword. A phrase match is more targeted than a broad match but still less flexible than an exact match. Going by our previous example, the ad for your easy vegan recipes will now appear for searches like “French vegan recipes”, “cooking vegan recipes” or “easy vegan recipes to make at home”.

 

Exact match modifiers

 

As the name suggests, ads appear only for queries that have the exact meaning or intent of your chosen keyword. So if you optimize your ad’s keyword list with an exact match modifier for the above example, your website’s ad will appear for searches like “easy vegan recipes ”, “vegan recipes” or “easy recipes for vegans”.

 

What happens now?

 

With the new change in keyword modifiers, Google expects the updated phrase match to have the best of both match types- the expanded reach offered by broad match modifier and the increased control offered by phrase match. Starting February 18th, Google is expected to roll out the updated phrase match for all of its first wave languages (English, German, Spanish, French, Italian, Dutch, Portuguese, and Russian).

 

The change is likely to affect all other Google Ads languages by July 2021, after which BMM will be completely phased out. From then on, advertisers will be prevented from creating new BMM keywords as the updated phrase match will include its features. This update, however, does not impact negative keyword match types.

 

Google explained the change with the help of the following example-

 

Currently, if an advertiser is using the broad match modifier for the keywords +moving +services +NYC +to +Boston, it may show up for the search query “moving services NYC to Boston” as well as “moving services Boston to NYC”. If the advertiser is based in NYC, the second query is irrelevant for them as the searcher is moving in the opposite direction. With the updated phrase match, the order of the words is important, which means that the ads will not be shown for user queries in the opposite direction.

 

Google Ads Agency | Talir Group

Source: Google Ads Help

 

With this change, there is a possibility that advertisers may see an increase in the traffic volume for phrase match keywords, while a decrease may be noted for BMM keywords, especially those using modifiers on some words. To avoid losing your traffic, Google recommends the following steps-

 

  • Add additional phrase match keywords relevant to your business
  • Pair smart bidding strategy with broad match keywords
  • Check out the “Add Keywords” recommendations and explore potential keywords to help recover traffic volume
  • Regularly monitor your keywords’ performance over time and see which search queries have decreased traffic volume. Add new phrase match keywords to bridge the gap where ever necessary.

 

What to expect?

 

Over the years, Google has offered or taken away the control offered by different match types to make the whole process better automated. Such changes have always helped digital marketing advertisers and marketers to save time managing keywords. However, expect some calibration in your ad campaigns to suit the change as traffic may fluctuate as these changes roll out. By closely monitoring performance metrics, necessary changes can be made to take ongoing campaigns forward by creating new keywords in the updated phrase match.

 

If you have queries regarding this change or other concerns regarding your ad’s performance, reach out to our digital marketing agency in Dubai. Our Google Ads managers can analyze your ongoing campaigns and optimize them to adapt to the latest changes or set up new campaigns to ensure the continuity of your marketing efforts. Call our digital agency today to learn more.