While Google's most recent SERP shake up neglects a search algorithm, it may nonetheless be impacting the position of your business in search results. Google's Adwords side bar ads are officially out and in their position are up to 4 advertisements at the top of the page, located above organic search results. While Google has been testing SERPs with 4 ads for several months, up until early February, only 1 percent of SERPs had 4 ads above the top. As of late February, that percentage had jumped to 36.4 percent, reports Moz. These ads all continue to carry rich features, including location enhancements and site hyperlinks, which means ads have indeed gone from three to six lines, taking up even more top-of-page real estate. Google's display ad adjustment may not be directly influencing organically grown search rank, nevertheless it is having a major impact on where results now fall on the page.
The addition of a fourth ad is driving organic search results further and even more down the page, with the bulk now falling below the fold. As an added challenge for local businesses, Google's local map comes immediately after the four top page Pay Per Click ads, which further pushes down organic search results, says HubShout. That's terrible news for businesses that have worked hard over the years to organically rank higher on search pages. Unless your business hold the 1st or second search spot, end users will need to scroll substantially further down the page and even click onto a second page of results in order to find your business.
What is undoubtedly Next For SEO In 2016: Organic Search Visibility Having A Diversified Inbound Marketing Strategy Matters Much more.
With almost a calendar month having passed since the change, initial feedback is starting to roll in from small businesses about the impact of Google's Pay Per Click display ad shake up on Search Engine Optimization. Here's how to adjust your approach moving forward:
Expand Your Internet marketing: Search Engine Optimization is still important, but the competition for rank position is tougher than ever. Which's why depending solely on organic Search Engine Optimization when it comes to website traffic might not be the best marketing strategy in 2016. Try ramping up supplementary inbound marketing , like video marketing, email marketing, targeted social media marketing campaign, display and remarketing campaigns for broader lead generation success.
Take into consideration Adding Google Adwords/ Pay-Per-Click: SERP is much more competitive than ever before. Previously, landing in the top 5 organic search results was good news for most businesses. Now, if your business doesn't make the one of the top 3 organic search slots, it might never be seen. Despite a complete Search Engine Optimization strategy in place, that just simply may not be enough to obtain your business visibility and web traffic you need.
Concentrate on Acquiring Reviews For Google Maps: All may not be lost with regard to local businesses. While Google's "Map Pack" is without a doubt very competitive (Google reduced it to three results last August), landing in the Map Pack with 4 & 5 star reviews will favorably improve your search rankings and conversions. If your business is not currently optimizing when it comes to local map search positioning or using a customer review strategy, now's the time to do so.
We all know that there are hundreds of tools that you can use to market your business online, but the trick is figuring out where to start and which tools to use first. This can be a daunting task.. When it comes to leveraging the powerful realm of the social media and other areas of the web to build your brand and business, at the very least you need a Facebook profile and page, Twitter profile, and LinkedIn profile and company page. But beside the basics, here are 10 free tools that will help you take the next few steps in implementing your social media and content marketing plan.
Creating and Promoting Your Content
1) WordPress.org. The self-hosted version of the WordPress blogging application is not only free, it’s also the best choice going for small business websites and blogs. The application available at WordPress.org is flexible and powerful.
2) Facebook social plugins. Facebook offers a variety of free social plugins that you can add to your website and blog to cross-promote your social media and content across other online destinations to better integrate your marketing initiatives.
3) CamStudio Open Source screencasts. Here you can create screencast tutorials and presentations to add visual and auditory appeal to your online content. Great screencasts are also frequently shared with others, which increases your exposure to new audiences.
4) SlideShare presentations. You can upload your PowerPoint and PDF presentations to SlideShare and allow others to view, print, download, and share them, giving you exposure to a wider audience. SlideShare also integrates with Facebook and LinkedIn for broader exposure.
5) Eventbrite events. If you host online or offline events for free, then you can promote them on Eventbrite for free. If you want to charge for tickets, you can manage the entire process through Eventbrite with a paid account. Eventbrite also integrates with Facebook for more exposure.
6) MailChimp email marketing. Email marketing is an important part of a content marketing plan, and there are a number of sites that offer excellent free usage plans. MailChimp offers a free plan which enables you to send up to 12,000 emails per month to lists of up to 2,000 recipients.
Researching and Monitoring Results
7) Monitter for Twitter research. Keep track of real-time conversations happening on Twitter based on keywords of your choice using the free Monitter Twitter app.
8) bit.ly URL shortener. Monitor which of the links that you share and publish are getting the most clicks.
A Special Bonus
7) Hootsuite Social Media Management. Social media management for any organization Manage social networks, schedule messages, engage your audiences, and measure ROI right from the dashboard.