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The Purpose Of Google Reviews

Person holding phone displaying the Google Map Pack for butchers.

Although some Google reviews can be taken with a grain of salt, positive reviews are essential for a business to develop and grow. When businesses post a Google review link, it allows clients to publicly post their experiences and rate the company for other customers to see. The quick and easy process allows potential customers to read past client’s reviews so they can make an informed decision for what business fits their needs the best. This process is a repeated cycle of businesses posting the link, clients writing their opinions, and prospective clients reading up on the authentic reviews. This ensures businesses cannot boost their online presence where credit is not due.
Google reviews even the playing field for small businesses and limited liability companies who may not have the numbers to compete with larger, more well-known companies. The need for reviews from a business perspective is quite different from the purpose for customers but they are equally important. The Social Eyes Marketing team has put together a plethora of the main purposes on why they are mutually beneficial for both sides!

The Purposes For Businesses

The core of Google reviews is based around a business. Businesses take these seriously because the analysis exposes the quality of the company to the entire online world. Components within Google’s search engine optimization algorithm can boost or hinder a business’s presence based on the review’s rating and comments. Multiple low-rated reviews can knock a business’s web presence from the top of organic search to the very bottom. This is why it is important to make sure clients are always getting high-quaitly products or services.

Build SEO

Now that the digital era of business is in full swing, building a brand through search engine optimization, or SEO, is essential. At the top of Google’s local searches, lies the map pack. The map pack provides users with a list of businesses that fall into the category of their search. Any qualified business in the area will get ranked based on the searcher’s keywords, reviews, and preferences. Using SEO strategies will help your business reach the top of the map pack, resulting in more exposure. In turn, this will result in more clients and more profit. However, the process is not easy and oftentimes requires professional work. Google is highly complex that a small amount of optimization will not automatically boost your company. Studies show that about 9% of Google’s entire search algorithm is based on signals similar to those of Google’s business reviews. The algorithm analyzes review quantity, velocity, and diversity as the most beneficial characteristics that boost search engine optimization. Because the map pack only offers three to four spots for the best businesses, now is the time to focus on your business’s online presence and Google reviews!

Feedback

A business can gain a competitive advantage by simply paying attention to Google reviews. Google’s review links give feedback to a business, providing them with information on what they could do better to make the product or service a more enjoyable experience. From a business perspective, it is better to respond to the review to keep your online presence up to date. Customers will think highly of this because it provides the client with satisfaction knowing that their issue or praise was recognized. Google also boosts businesses that are active online because it knows that you are still in the competitive mix.

Brand Trust

Loyal and repeat customers are the holy grail to any small business. To have these well-known customers, a business must develop a trusted brand name by having a good review rating and an updated, easy to navigate webpage. A business is much more likely to get repeat customers with high ratings. If their ratings are high, the business should strategically advertise their review ratings through Google My Business or their website. It is not uncommon for a potential customer to research review links before deciding on a purchase. This is why feedback is also an essential part of building brand trust because. It helps potential customers get a sense of how the business reacts before they even visit the storefront.

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By having consistent and effective feedback, reviews will improve click rates on your business’s website. When a potential customer sees nothing but positive reviews in the Google search, not only does it improve click rating, but it can also contribute to pay-per-click services and click-through rate.

The Purposes For Customers

Google review links provide customers with information about the business that may not be available before they purchase a product or service. This could be any circumstance from late or lost shipping to extremely helpful employees. Here, old and new customers can collaborate on their experiences to decide whether or not your business is the right fit for them.

Businesses with superior reviews are easier to find on Google. Customers who want to find the most highly touted business in that specific niche are more likely to find it if Google review ratings are high. The business will often have a plethora of 5-star ratings but a good Google review score is usually between 4.2 to 4.9. Businesses that have a review rating of 4.2 or higher are much more likely to end up in the map pack of nearby businesses that fit best for the customer.

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Insight Of Other Customer’s Experiences

Perhaps the best purpose of Google reviews for a customer is the access they have to hundreds of other assessments. More often than not, customers will decide on their purchase based on the reviews. If a customer sees even one red flag while reading old ratings they are likely to keep exploring their options. Customers will also explore other review sites such as Yelp to gather more information. These details are also important for customers because Yelp reviews are generally more in-depth than those found on Google.

Loyalty

Customers become loyal when they repeatedly have a good experience with a business. Developing trust is a big deal for any company because loyal customers are more susceptible to post about the business. Reviews help the non-loyal or new customers know what they are getting before they get it based on positive feedback the loyal clients give to the company.

More Reviews, More Business

It’s simple! The more reviews a business receives, the higher it will climb on Google. Once your business is in the map pack or at the top of the search results, traffic to your website will consistently increase! If you have unappealing reviews, the consumer will often disregard your product or service. Social Eyes Marketing has search engine optimization experts to help you get more reviews, clicks, and customers. If you’re looking to get your website to the first page of Google, contact us to learn more!

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Get Your Business On The First Page Of Google

IPad on a wooden table with a silver and white detachable keyboard

When your business shows up on the first page of Google, not only does it increase your exposure but also your clickthrough rates, website traffic, and generate more leads. How often do you really click to the second page of Google to find what you’re looking for, let alone the third or fourth pages? As great as this is for your business, there is a lot of tedious work and numerous steps that go into trying to reach the front page and some methods are more successful than others. Here are a few secrets to help get your business to appear on the first page of Google!

Identify Keywords

Using keyword-heavy content is one way to get searchers to your website. You essentially want your website to use the same language as your potential customers would be searching for. Identifying what queries and keywords people are using to pull your website up on Google can help you reach more customers. Keyword research is an ongoing process. There are several websites that can help you pull what keywords are getting people to your website and help you create keyword-rich content.

Emphasize Location

Putting your location (whether that be your town, state, or region) is really important for getting your website on the first page of Google. When customers search for your industry and add your city into their search query, your business is more likely to come up if your location is posted in multiple places. Adding your location in content, social media, your website, and your Google listing will boost you to the top of location-based inquiries.

Optimize Your Listing

This can be considered one of the most crucial steps for getting your business to the first page of Google. Ensuring that all of your information is filled into your Google Listing helps your business with visibility and ranking. Complete listings get nearly seven times more clicks than ones that are incomplete. Updating your information is also important for keeping your business at the top of the listings for your category. Google’s algorithm loves when you upload media that encaptures your business services and the atmosphere or culture, so put your professional photography hat on and snap some photos!

Enhance User Experience

If you have a website that is difficult to use and get information from, customers will likely not be happy and neither will Google. If a customer doesn’t find what they are looking for when they click on your website, they will quickly leave your site and go to the next option. Google can tell if customers return to your website and can move you up in the rankings and onto the first page. Happy searchers are one of the biggest keys to getting your business to the first page!

Getting your business to the front page of Google is not for the faint of heart. Frequent adjustments are necessary and lots of background research into the most successful tactics will be ongoing. If you are looking to improve your exposure, website traffic, or any other aspect of your business’s marketing, contact Social Eyes Marketing today to speak with a member of our professional marketing team!

A Guide to Google Analytics and Its Benefits

Computer with google analytics in a white room with a small plant on a desk

Ever since its launch in 2005, Google Analytics has continually grown to become the most used analytics service on the internet. It’s incredibly likely that most of the websites you visit utilize the service. But what is Google Analytics anyways, and are its benefits really worth it? Below, we explore what Google Analytics is and how it could benefit your business. Check it out!

What Is It?

In short, Google Analytics is a set of analytical tools that help you to understand your digital customer base a little better. It’s incredibly easy to install Google Analytics on your website: you just have to sign up for a Google account and from there Google will give you a tracking code to embed into your website.

What Does it Show Me?

After installing the code on your website, you will be able to view a number of metrics related to your website and its traffic. These metrics can be incredibly useful to you if you know how to read them and use the data to develop solutions in order to improve your website or digital advertising campaigns. Below are just a few of the metrics you will be able to track and their benefits.

Audience

This metric is to get a gauge on the demographic of your website traffic. It will break down demographic factors such as age, gender, location and device technology to name a few. This can be used to influence who you cater your website to.

Session Duration

This metric will track how long a user of your website stays on the website on average. This can be important in determining whether or not you need to make your website more eye-catching and engaging.

New vs. Returning Visitors

In this metric, you can see how many of your website visitors are new to the site, and how many have already been there before. This metric can help you determine the effectiveness of your advertising campaigns.

Bounce Rate

This is a metric that will show you how many visitors leave your website without visiting another page besides the landing page. This can help you realize if you need to make the landing page more engaging, make the website easier to navigate, or if there’s a technical error on your site.

If you’re still wondering if Google Analytics could help your business, the short answer is yes! Any business, no matter how big or small, can utilize Google Analytics to improve their business. If you need help getting started with Google Analytics, be sure to contact Social Eyes Marketing. We consider ourselves Google Analytics experts and will make sure you get the most out of your website. Give us a call today!

Showcase your Local Expertise to Increase Conversion Rates

local digital marketing tips

A big challenge for local businesses is contending with large, out-of-state companies with large, out-of-state marketing budgets. It’s easy to fall behind in Google listings or find yourself buried underneath ads from your large competitors. Although local businesses may not have as large of a marketing budget as their out-of-state competitors, they do have one big advantage. Simply being local gives them an edge over non-local competitors.

Local businesses are often highly sought after for a few reasons. Many consumers enjoy investing in their community, and that includes using local businesses as much as possible. It’s much easier to trust a business that has been operating locally because they have far more accountability than a company that’s never set foot in your town. Local businesses also have local knowledge and expertise that improves a customer’s experience.

Although local businesses already have a built-in advantage over out-of-state competition, many owners aren’t capitalizing on it. If you’re a local business owner, there are a few things that you can do to increase conversion rates on your website and bring in more leads.

List a Local Phone Number Prominently on Your Website.

Your phone number should always be prominently listed on your website. At any point, a prospective customer should be able to see a number on your website and call. On mobile, it’s crucial to have a “Click to Call” button floating on the screen. The easier it is to call you, the more calls you will receive.

Displaying your phone number not only makes it easier to call you, but also demonstrates that you are indeed a local business. With this in mind, it’s important for your area code to be the local area code.

Consumers seeking local expertise will shy away from out-of-state or 1(800) numbers. They want to speak to someone with specific knowledge of the area, and a non-local number casts doubt on regional authority.

Let’s use the example of cash home buying in the Treasure Valley. This is a highly competitive business, with both local and out-of-state businesses competing for properties. Selling a home is an emotional transaction, and many sellers prefer to have that transaction with a local buyer. Displaying the (208) area code in this case gives the local business a leg-up immediately from out-of-state competition that will be more difficult to trust.

Your Branding Needs to Appear Local.

Your brand is your identity. It is the first impression consumers have of your business. If you’re local, your branding must reflect that in order to set yourself apart from non-local competition. There are two major aspects to branding: logos and online reviews.

Your logo shouldn’t be generic. Generic looks big and national; you want your brand to look specialized and local. Try to include something easily recognizable to your local consumers within the design of your logo. For example, Action Home Buyers in Boise, Idaho uses the Idaho state shape in their logo (along with prominently displaying a local 208 phone number and using local photos). Check out their website (https://webuyboisehomes.com) to see these examples. The idea here is that you want a logo that differentiates you from your out of area competitors.

Create Specific Pages for Local Cities

The content on your website is a great opportunity to showcase your local knowledge and experience. Create local pages on your website with content specific to cities that you service. The content you put on these pages demonstrates your local knowledge and expertise to both Google’s algorithm and your prospective customers. These pages, along with the rest of your website, should feature local photos. For example, Carlon Heating & Air in based out of Nampa, Idaho, but they serve all of the surrounding cities in the Treasure Valley (Eagle, Meridian, Boise, Caldwell, etc.). So they have created multiple local service area pages for each of those individual cities. Most large, out-of-state competitors only use stock photos, which feel impersonal and staged. By using local photos, you make a subconscious connection will a potential customer, helping to increase your conversion rates.

The three practices above can massively increase conversion rates for local businesses. Local businesses do have an advantage over out-of-state competitors, but you must showcase the fact that you are local to your potential customers, otherwise you risk losing them to you out of state competitors.

Why It’s Important to Redesign Your Website

Person on a laptop on the internet with a coffee and candle on their desk and a pen in hand

As a business in today’s digital age, one of the most important assets you have is your website. It’s crucial to have a well-designed site that includes all the information anyone could need on your business, all the while being easy to navigate and incredibly user-friendly. While those elements are key to initial online success, it’s equally important to continually redesign your website for the reasons listed below; check it out!

Adding Functionality

When you’re first building your website, you may be feeling like you should just get something published as quickly as possible. If you’ve never designed a website before, you may not realize some of the features that could significantly benefit your business. For example, something like an online scheduler for consultation appointments or live stream functionality embedded directly into the site can make your life easier as a business owner and can be equally as convenient for the consumer.

Optimization

With the implementation of Google Analytics you can see tons of data about your website, including where website visitors are clicking the most, how long they stick around on the site for, and much, much more. Analyzing the data can tell you if the content you have on your landing page is doing its job of catching the interest of a website visitor. Website data analytics, if used correctly, can help you optimize your website to achieve your marketing goals and drive more traffic to your business!

Rebranding

Although we don’t recommend rebranding your business often and it would not be considered part of continual redesign, it’s important to revamp your website if you do end up rebranding or taking your company in a different direction. You could keep the general layout of the website, but it would be smart to update your content, the color scheme, and of course the logos if they’ve changed. If you don’t keep your website consistent with your brand, you can miss out on a lot of potential customers or clients.

If you’re looking for help with redesigning your website or optimizing it to bring in more traffic and conversions, give Social Eyes a call! We offer web design services, as well as anything else digital marketing, that will help enhance your business’ online presence. Contact us today for a free 30 minute consultation with one of our experts!

3 Essential Elements for Writing an Effective Blog Post

Woman typing on a laptop next to other small items on a white table

So you’ve got your website up and running, social media accounts growing, but you want to give more content to your audience that will attract them to your business. Adding a blog is a great way to do that, but it can be a waste of your time and effort if you don’t do it right. At Social Eyes Marketing we help people create effective blog content, and here’s a few things we’ve learned over the years.

Make it Useful

Nowadays, there’s content everywhere. It takes on many forms, shapes, and sizes, but what’s the most successful content when it comes to blogs? It has to be useful information. Fluff doesn’t cut it anymore, and if you actually want people to come to your blog and read what you’re putting on there, your content has to be focused on a need or question that consumers are searching for. It’s well-known that showing up in organic searches is a major boost to your website’s SEO, and a strong blog can help you achieve that!

Capture the Attention – and Keep It

With the amount of distractions battling for our attention on a daily or even hourly basis, it’s especially important to keep your readers engaged with your content the whole way through. This is not to be mistaken with clickbait-y titles and misleading content, though. Compelling introductions will make your readers want to keep going, while breaking up long sections of text with bullet points, subheadings, and shorter paragraphs will keep them from getting tired or bored.

Add the “Special Sauce”

One of the best ways to keep readers engaged and wanting more? Create a personal connection with them. You can do this by telling stories from your own experiences, adding personal photos, or simply writing from a first and second person point of view. Doing this will make your readers feel like you are talking directly to them, establishing a kind of digital conversation (even if they don’t talk back).

Don’t Know Where to Start?

We can help! If you want to deliver strong, additional content to your audience but don’t know where to start, give Social Eyes a call. Our team can aid you in creative direction, content planning, or full content creation.

Case Study Spotlight: McDowells

a desktop computer displaying the mcdowells specialty repair website.

At Social Eyes Marketing, we love working with local businesses in our community! The team at McDowells Specialty Repair is a great asset to the Treasure Valley. They are highly skilled in so many different areas, and showcasing their diversity on their website is just one of the many things that they have trusted us to do for them!

Services Provided

The Problem

When we built a new website for our friends at McDowells last spring, their existing content was good…but we knew we could make it great. McDowells is known valley-wide for their skills at furniture repair and antique restoration, and we felt that their rankings should reflect that!

Our Solution

Using SEO industry best practices, we conducted extensive keyword research and implemented high-quality content updates. Along with a strong PPC campaign, we wanted to achieve strong organic rankings; we built the web page content, created an ongoing content marketing plan, and then let the algorithm have at it!

The Results

Unlike PPC, SEO doesn’t take effect overnight. As the months passed, our hard work started to pay off and rankings increased. Within a year’s time, McDowells began to dominate the first four positions on the SERPs for the targeted keywords…including holding the number one unpaid spot for furniture repair in Boise!

 

Graph depicting keyword ranking research performed by Social Eyes Marketing.

 

In Conclusion

At Social Eyes Marketing, we take our work seriously. We will never make false or unrealistic claims to our clients and use proven strategies to achieve real results. If, like McDowells, you’re ready to go above and beyond paid advertising and get to the real work behind search engine optimization, give us a call today. Our local SEO gurus are ready to help you put your business on page one!

The Importance of a Well Designed Web Page

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When you’re starting to get your business rolling, one of the more important things is to get a good website up and running. Websites are important in getting your business’s information on the internet so anyone looking can access it. But, having a website that doesn’t look good and isn’t well organized can also drive away business. Here are some of the most vital reasons for having a website that looks good and is easy to navigate!

Business Information

Making sure you have a good website is imperative for getting your business’s information out to the public. When consumers look for your company on the internet and stumble across your website, they want to be able to find all the information about your business in one place. Having different pages on your website dedicated to things like contact information, rates, origin stories, and a description of your services are all crucial to getting business. However, it’s important that you have more than one page on your website. Having only one page makes for limited keyword space and limits your options for link building. This brings us to our next point, Digital Ads.

Digital Ads

Having a website that your advertisements can direct interested consumers towards is very important. When you have ads on Facebook, Instagram, etc. you generally want consumers to be able to click on them and be redirected to your website. Without a website, all you have is an ad that can give them a phone number of the business to call. Your goal should be to make it convenient for the consumer to find your business. If another company in your industry has a website but you only offer a phone number to call, nine times out of ten they’ll choose the company with a website because of the convenience.

Keywords

Not only this, but having keywords on your website is essential to digital marketing. Keywords make it so when a consumer searches certain words, your business pops up in the search results. For example, say you own a plumbing business. You would want to have several different keywords all over your website, such as “plumbers in Boise” or “emergency plumbing services in Boise”. Then, when a consumer searches “plumbers in Boise” or even just something basic like “plumbers Boise”, over time your website will be close to the top of the search results if you’ve done due diligence in your keywords.

Link Building

When you have a website that is designed well and has multiple pages, it gives you more opportunities for Link Building. Having more pages on your site makes it more likely that other websites will link back to yours. Many websites will also not want to link to a website that doesn’t offer good information or isn’t well organized, so website design comes into play there as well.

If you are in need of a website that looks amazing and functions just as well, look no further. At Social Eyes Marketing we have a plethora of experience designing websites that look great and function well in the category of SEO. Give us a call today and our Web Design Professionals will help you with any questions you have about your website and Search Engine Optimization!

Why Not To Google Your Own Business

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It can be tempting to Google your business to ensure you are appearing in the search results, check your ranking, and view your ads from a consumer’s perspective. However, making this a habit can hinder your efforts and subsequently create more work for yourself, or your marketing team. Outlined below are a few reasons why you should not Google your own business.

#1: It can wreak havoc on your PPC campaign.

With any small business, budgetary constraints are a real factor when considering your marketing strategy. Google Pay Per Click (PPC) advertising can account for most of your budget and as such, your campaign needs to operate like a well-oiled machine.
One factor that Google takes into consideration when determining your ad quality is something called “click through rate,” or CTR. Each time your business is searched but your ad is not clicked your CTR is reduced, giving Google the impression that your ads are not relevant to the search intent. This will eventually lead to an increase in ad cost and a decrease in position within the search results.

#2: It can skew your perception of performance.

It is more than likely that there are hundreds of keywords, both long and short tail, that are relevant to your business. Assuming you conducted adequate keyword research prior to selecting your chosen words for your paid campaign, it is probable you rank considerably well for those specific keywords.
However, because there are so many, it is nearly impossible to rank for each one. Additionally, your paid ad will only appear for the keyword or keywords you bid on. If you Google your own business using a keyword you think is relevant to your service(s) and do not see your ad, it could lead you to believe your ads are not performing well.
Rather than using Google search to determine your ads performance, check the analytics. There is even an option to view your current ad as it appears in the search results on both desktop and mobile devices.

#3. Search Engine Optimization (SEO) takes time.

SEO is a strategy that primarily focuses on ensuring your business, or services offered, appear near the top of the page within the search results. Google is consistently updating their algorithm and as such, SEO efforts can take quite some time to yield fruitful results. This is precisely why many companies opt to focus efforts on using paid advertising, coupled with SEO techniques.
Producing content and then searching for that content shortly after is likely to lead to disappointment if it does not rank quickly. Revisiting our previous point of skewed perception, you can often feel defeated if you do not see your blog, video, post, etc. ranked highly in the search results. Keep in mind this is a slower process, but completely worthwhile once your content begins ranking. It is a great way to establish your company as an authoritative presence within your field.

At Social Eyes Marketing, we are here to help our customers get the most out of their marketing efforts and strategy. We not only offer expert advice, but we are also here to ensure campaign performance is exceptional. Give us a call today to discuss how we can help!

PPC Case Study: Streamside Assisted Living

Laptop depicting the streamside assisted living site.

The team at Social Eyes Marketing is passionate about giving small local businesses the attention and dedication they deserve. Streamside Assisted Living is a great example of one of our local partners; they have trusted us with all of their digital marketing needs, and soon you will understand why!

 

Laptop set on a desk with Streamside Assisted Living's website on-screen, a company that uses Social Eye's PPC and SEO services.

Services Provided

The Problem

The initial pay per click (PPC) ads campaign was under-performing, creating missed opportunities for Streamside. As soon as our advertising team discovered additional opportunities for improvement, we took action to boost the campaign to success!

Our Solutions

To increase the efficacy of Streamside’s pay per click ads, the advertising team at Social Eyes Marketing integrated new ad types into the advertising campaign. The ads’ click-through-rate (CTR) was given a boost by continually monitoring performance and utilizing ongoing optimization of the ad text until it was fine-tuned to perfection. We also added more local-specific language to aid both CTR and conversion, pointing the campaign towards more regional prospective clients.
Also to increase the campaign’s conversion rate, we implemented new extensions to help searchers navigate to the specific page they were interested in finding, benefitting the overall user experience.
Other optimization steps included adjustments for page speed and keyword specificity, eliminating too broad of terms and narrowing the scope of the audience exposed to the campaign.

The Results

Overall performance has increased across the board for Streamside’s optimized PPC campaign, showing consistent growth over the past six months and indicating that the growth is stable and has the potential for a continued upward trend.

 

A screenshot showing the growth of Streamside Assisted Living's PPC stats, including clicks, impressions, conversions, and CTR.

As you can see: ad clicks and impressions have nearly doubled, CTR is high, and conversions have jumped considerably since the beginning of our campaign management and optimization efforts!

In Conclusion

The team at Social Eyes Marketing takes a holistic approach to digital marketing that will help you achieve real results with your marketing strategy. If you’d like to join Streamside Assisted Living in advertising and marketing success, contact us today and let’s talk about ongoing search engine optimization and PPC management for your business!

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