Scaling Your SEO Strategy: In-House vs. Agency and Finding the Perfect Fit
Scaling your SEO strategy is an important step in expanding your online presence and driving more traffic to your website. Deciding whether to manage your SEO efforts in-house or to partner with an agency can be challenging.
Each option has its benefits and drawbacks, and the right choice depends on your specific needs and resources. In this blog post, we’ll explore the pros and cons of both approaches and provide guidance on how to find the perfect fit for your business.
In-House SEO: Pros and Cons
Let’s delve into the pros and cons of having an in-house SEO team to determine how well this approach might align with your business goals and resources.
Pros
Control and Alignment: Managing SEO in-house gives you full control over your strategy and ensures it aligns perfectly with your company’s goals and culture. Your team can swiftly adapt to changes and maintain a consistent brand voice.
Cost Efficiency: Over time, building an in-house team can be more cost-effective than continually paying agency fees. You can invest in training and tools that directly benefit your organisation.
Zero Lag Time: With an in-house team, communication is more straightforward and immediate. This can lead to faster implementation of strategies and quicker resolution of issues.
Cons
Resource Intensive: Building and maintaining an in-house SEO team requires significant investment in hiring, training, and retaining skilled professionals. If you are a small business, this can be quite challenging.
Limited Expertise: An in-house team may lack the breadth of expertise that an agency offers. SEO is multifaceted, requiring knowledge in areas like technical SEO, content creation, link building, and analytics.
Scalability Challenges: As your business grows, scaling your in-house team to meet increased demands can be difficult and time-consuming. This might limit your ability to quickly adapt to new opportunities or challenges.
Agency SEO: Pros and Cons
Partnering with an SEO agency can provide access to specialized skills and resources, but it also comes with its own set of considerations. Let’s explore the pros and cons of opting for an agency to manage your SEO efforts.
Pros
Expertise and Experience: SEO agencies bring a wealth of experience and specialised knowledge to the table. They stay up-to-date with the latest trends and algorithm changes, providing you with cutting-edge strategies.
Resource Availability: Agencies have access to a broad range of tools and resources that might be too costly for an in-house team. This includes advanced analytics platforms, keyword research tools, and more.
Scalability: Partnering with an agency allows for greater flexibility and scalability. Agencies can quickly ramp up efforts in response to new projects or campaigns, ensuring your SEO strategy remains dynamic and effective.
Cons
Cost: Hiring an SEO agency requires an investment, especially for long-term projects. It’s essential to carefully consider the likely return on your investment.
Speed of Implementation: Working with an external agency can sometimes lead to slower implementation, especially if the agency handles a large volume of clients. The agency is also reliant on how quickly you respond to the agency’s queries, as the agency will not be able to progress on tasks until they receive your response.
Control: When outsourcing SEO, you relinquish some control over your strategy. This can be a concern if the agency’s approach doesn’t fully align with your vision or expectations.
Finding the Perfect Fit: Key Considerations
Having weighed the pros and cons of both in-house and agency SEO, it’s time to consider which approach aligns best with your business needs.
Here are some key considerations to help you find the perfect fit for scaling your SEO strategy effectively.
Assess Your Needs: Begin by evaluating your current SEO performance and identifying areas for improvement. Consider your budget, resources and long-term goals. This will help you determine whether an in-house team or an agency is better suited to meet your needs.
Evaluate Expertise: If your SEO requirements are complex and diverse, an agency might be the better choice due to their wide-ranging expertise. For more straightforward needs, an in-house team could suffice with proper training and resources.
Cost Considerations: When evaluating costs, factor in salaries, training, and tools for an in-house team versus agency fees. Remember to consider the potential ROI of each approach.
Culture and Communication: Think about how well an in-house team or agency would integrate with your company culture. Effective communication and alignment with your brand values are critical for success.
Flexibility and Scalability: Determine how quickly you need to scale your SEO efforts. Agencies typically offer more flexibility and can scale up rapidly, while building an in-house team might take more time.
Choosing between in-house SEO and partnering with an agency is a significant decision that can impact your business’s growth and online presence. By carefully following the steps outlined above you can find the perfect fit to scale your SEO strategy effectively.
Ready to scale your SEO strategy and boost your online visibility?
Contact E-Web Marketing in Sydney today. Our team of experts can help you determine the best approach and provide tailored solutions to meet your business needs.
Beyond the Backlink: Understanding Different Links and Their SEO Impact
Backlinks have long been considered as the holy grail of link-building strategies. However, to truly optimise your website for search engines, it is essential to understand the various types of links and their respective impacts on your SEO efforts.
From internal links to no-follow links, each plays a unique role in shaping your website’s search engine performance. This comprehensive guide will delve into the different types of links and their significance in your SEO strategy.
Internal Links: Building a Network Within Your Site
Internal links are hyperlinks that connect one page of your website to another page on the same site. These links are crucial for three important reasons:
First, they help users navigate your site more easily, improving the overall user experience.
Second, internal links distribute page authority and ranking power across your site, ensuring that important pages receive the attention they deserve.
Third, they help search engines understand the structure and hierarchy of your site, facilitating better indexing and ranking.
When creating internal links, it is important to use relevant anchor text that accurately describes the linked content. This not only helps users but also provides search engines with context about the content on the page.
External Links: Connecting to the Wider Web
External links serve as pathways connecting your webpage to other webpages. These links can enhance your site’s credibility by associating it with reputable sources. When you link to high-quality, authoritative websites, search engines may view your site as a reliable source of information.
However, it is important to use external links judiciously. Linking to low-quality or spammy sites can harm your SEO, signalling to search engines that your site is not trustworthy. Always ensure that external links are relevant and add value to your content.
Backlinks: The Backbone of Off-Page SEO
Inbound links, commonly referred to as backlinks, originate from different websites and direct traffic to your site. They are a critical factor in search engine ranking algorithms, as they indicate that other sites endorse your content. High-quality backlinks from authoritative websites can significantly boost your site’s authority and ranking potential.
However, not all backlinks are created equal. Backlinks which come from low-quality sites can harm your SEO efforts. It’s essential to focus on acquiring backlinks from reputable sources and to monitor your backlink profile regularly to identify and disavow harmful links.
No follow Links: Managing Link Credibility
No follow links are a type of external link with a specific HTML attribute (rel=”nofollow”) that tells search engines not to pass any ranking credit to the linked page. These links do not directly impact your site’s SEO but can still be valuable.
For example, no follow links from high-traffic sites can drive significant referral traffic to your site, increasing visibility and potential conversions. Additionally, they can help maintain a natural link profile, which is important for avoiding search engine penalties.
Do follow Links: Boosting Your SEO
Do follow links are hyperlinks which allow search engines to follow and pass link juice to the linked page. These links are crucial for building page authority and improving search engine rankings. Acquiring do follow backlinks from authoritative sites should be a key component of your SEO strategy.
However, it’s important to build do follow links naturally. Engaging in practices like buying links or participating in link schemes can lead to penalties from search engines. Focus on creating high-quality content that naturally attracts do follow links from reputable sources.
Anchor Text: The Importance of Context
The clickable hyperlink text in a web page is called the Anchor text. It plays a significant role in SEO by providing context about the linked page’s content to both users and search engines. Using relevant, descriptive anchor text can enhance the user experience and improve your site’s search engine rankings.
However, over-optimising anchor text with exact match keywords can appear manipulative to search engines and may lead to penalties. It is important to have an anchor text profile that is natural and varied.
Image Links: Optimising for Visual Content
Image links are hyperlinks embedded within images rather than text. While they can enhance the visual appeal of your site, they also carry SEO value. Search engines use the alt text of images to understand their content, so it’s crucial to use descriptive, relevant alt text for image links.
Additionally, image links should be used in conjunction with text links to ensure accessibility and enhance user experience. Over-reliance on image links can hinder SEO, as search engines primarily rely on text-based content for indexing and ranking.
Each type of link, from internal and external to no follow and do follow, plays a unique role in shaping your site’s search engine performance. By leveraging these links strategically, you can improve your site’s authority, visibility, and user experience.
Ready to optimise your link strategy and boost your SEO performance? Contact E-Web Marketing in Sydney today. Our team of experts can help you navigate the complexities of SEO and develop a tailored strategy that meets your business goals. Don’t wait—reach out now and take your online presence to the next level.
Schema Markup Demystified: A Step-by-Step Guide to Implementing Schema Markup
Staying ahead in the dynamic SEO landscape requires leveraging every available tool and schema markup is a powerful one. By enhancing the way search engines interpret your site, schema markup can significantly boost your visibility in search results.
Let’s break down what schema markup is and how you can implement it to improve your site’s performance.
Understanding Schema Markup
Schema markup is a type of microdata embedded in your website’s HTML that helps search engines better understand and display your page content in search engine results pages. This structured data helps search engines understand the context of your content, making it easier for them to deliver rich, informative results to users.
Why Use Schema Markup?
Implementing schema markup can have several benefits as follows:
- Enhanced Search Visibility: Schema markup can lead to rich snippets, which stand out in SERPs and attract more clicks.
- Better User Experience: It provides users with more detailed information about your content directly in the search results.
- Increased CTR: Rich snippets can improve your click-through rate (CTR) as they are more eye-catching and informative.
Types of Schema Markup
Several types of schema markup can be beneficial depending on your content:
Article: For news articles, blog posts, and sports articles
Product: For products and services
Review: For individual product or service reviews
Recipe: For recipes with details such as ingredients, cooking time and nutritional information
Event: For events like concerts, webinars, or conferences
Organization: For information about organizations and companies
Person: For personal details about individuals
Implementing Schema Markup: A Step-by-Step Guide
Implementing schema markup can seem daunting. Breaking it down into manageable steps as follows makes the process more straightforward:
Step 1: Choose Your Schema Type
Start by identifying which type of schema is most relevant to your content. You can explore the full list of schema types on [Schema.org](https://schema.org).
Step 2: Generate the Markup
You can manually write the schema markup or use various tools and generators available online, such as Google’s Structured Data Markup Helper or JSON-LD schema generators. For example, if you’re adding a review schema to a product, your JSON-LD might look like this:
Step 3: Insert the schema markup into the HTML of your website
After generating your schema markup, incorporate it into the HTML of the specific page. Using the JSON-LD format is advisable as it is easier to read and does not disrupt the existing HTML structure.
Step 4: Test Your Markup
Before deploying the markup, test it using tools like Google’s Rich Results Test or Schema Markup Validator to ensure it is correctly implemented. These tools will highlight any errors or suggestions for improvement.
Step 5: Monitor and Adjust
After implementation, use Google Search Console to monitor how your pages with schema markup are performing. Look for increases in impressions, clicks, and rich results appearances. Make any adjustments as needed based on the data.
Common Pitfalls to Avoid
While schema markup can significantly enhance your SEO, it’s crucial to avoid common mistakes.
Following these best practices can help you steer clear of these pitfalls:
Incorrect or Incomplete Data: Ensure that all required properties are included and correctly formatted.
Overuse of Schema Markup: Only use schema where it makes sense; overuse can lead to penalties.
Ignoring Updates: Regularly check for updates to schema types and Google’s guidelines.
Advanced Schema Markup Strategies
Once you’ve mastered the basics of schema markup, it’s time to explore more advanced strategies to further enhance your site’s SEO performance.
Nesting Schemas: You can nest different schema types within each other to provide more detailed context. For example, an event schema might include nested review and organisation schemas.
Automation: For larger websites, consider using plugins or APIs to automate the addition of schema markup.
By following this step-by-step guide, you can start adding structured data to your pages, improving their visibility and attractiveness in search results. Stay updated with the latest developments in schema markup to ensure your SEO strategies remain effective and up to date.
Ready to enhance your search capability with schema markup? Contact E-Web Marketing in Sydney today and let our experts help you implement structured data to boost your website’s performance. Don’t miss out on enhancing your search visibility—take action now and see the benefits in your search rankings.
The Ultimate Backlink Removal Checklist: 5 Steps to Link-Cleaning Success
In the dynamic world of online marketing, maintaining a clean backlink profile is essential for boosting your website’s search engine rankings and establishing a strong online presence.
Imagine investing countless hours in creating valuable content and optimising your site, only to find your rankings plunge. This drop could be due to harmful backlinks undermining your SEO efforts, leading to penalties and reduced visibility on search engines like Google.
Backlinks, or inbound links from other websites to yours, significantly influence your website’s authority and credibility. However, not all backlinks are beneficial. Some can be harmful, requiring regular link-cleaning to maintain a healthy backlink profile and avoid penalties.
In this blog post, we will explore the ultimate backlink removal checklist, the five crucial steps to ensure link-cleaning success. Whether you’re a seasoned marketer or a business owner in Sydney aiming to enhance your online strategy, this guide will provide the insights needed to maintain a pristine backlink profile and improve your search engine rankings.
Step 1: Identify Toxic Backlinks
The first step in removing harmful backlinks is to identify them. These are links from low-quality or spammy websites that negatively impact your SEO.
Here’s how you can find them:
- Leverage SEO Tools: Utilise tools like Ahrefs, SEMrush, and Moz to analyse your backlink profile. These tools provide detailed insights into the quality of your backlinks and flag potentially harmful ones.
- Conduct a Manual Review: Manually review the list provided by these tools. Automated tools might occasionally reveal legitimate links as harmful. Look for indicators of low-quality sites, such as poor content, excessive advertisements, and irrelevant backlinks.
Step 2: Assess the Impact
After identifying toxic backlinks, the next step is to assess their impact on your site. Not all harmful links have the same effect; some can be more damaging than others.
Here’s what to do:
- Evaluate Domain Authority (DA): Check the domain authority of the linking site. Low DA sites are generally less trustworthy.
- Ensure Relevance: Verify that the linking site is relevant to your niche. Irrelevant backlinks can appear spammy to search engines.
- Analyse Traffic Metrics: Examine the traffic metrics of the linking site. Websites with minimal or no traffic likely offer no value to your backlink profile.
Step 3: Reach Out to Webmasters
Once you have identified and assessed the toxic backlinks, the next step is to contact the webmasters of these sites to request the removal of the links.
Here’s how to do it effectively:
- Locate Contact Information: Use tools like Hunter.io to find the webmaster’s contact details.
- Craft a Professional Outreach Message: Write a polite and professional email explaining why you need the link removed. Ensure you communicate your request clearly and concisely.
- Follow Up: If you don’t receive a response, follow up after a week. Persistence can be rewarding, but always maintain courtesy.
Step 4: Disavow Unresponsive Links
In cases where webmasters do not respond to your removal requests, or if the sites are inactive, you can use Google’s Disavow Tool to disassociate these links from your backlink profile.
Here’s the process:
- Prepare a Disavow File: Compile a list of the links or domains you wish to disavow. Ensure the list is accurate to avoid disavowing beneficial links.
- Submit to Google: Use Google Search Console to submit your disavow file, informing Google to ignore these links when assessing your site.
Step 5: Continuously Monitor Your Backlink Profile
Cleaning up your backlink profile is an ongoing process. Continuous monitoring is vital to maintaining a healthy backlink profile.
Here’s how to stay proactive:
- Conduct Regular Audits: Schedule regular backlink audits using SEO tools to detect any new toxic links early.
- Set Up Alerts: Use tools like Google Alerts or Ahrefs Alerts to notify you whenever your site gains a new backlink.
- Review Consistently: Periodically review your disavow file and make necessary adjustments.
Maintaining a clean backlink profile is a crucial aspect of enhancing your site’s SEO health. By following this ultimate backlink removal checklist, you can protect your site from potential penalties, improve your search engine rankings, and ensure a robust digital presence.
Ready to elevate your online marketing strategy? Contact E-Web Marketing in Sydney today and let our experts help you optimise your backlink profile and boost your website’s performance. Don’t wait for penalties to impact your business – take proactive steps now and experience the difference in your SEO success.
Google March Algorithm Update
Will the Google March algorithm update grow my web traffic?
Most Google users rarely look beyond the first page to find products or services like yours.
Google’s technical algorithms determine what pages are relevant and worthy of their attention. Every year, Google makes thousands of changes to its ranking system without fuss. But sometimes, they launch a major update to their criteria, which drastically changes the ranking order of websites based on new guiding principles.
Now is one of those times…
The latest Google update (March 2024) is more extensive than usual – promising to shake things up.
If your website meets the new ranking criteria, you need not worry. You’ll likely benefit from greater visibility on the search engine results page (SERP).
On the flip side, businesses that defy Google’s latest search algorithm policies could find themselves in the dark abyss of the web, losing traffic and opportunities after their rankings drop.
Make sure your business ticks all the technical boxes that will get your website noticed by more Google users. Keep reading to find out more!
Why has Google released this March algorithm update?
Google wants to give online users a better experience, by making helpful content more accessible in its search engine.
Pages that contain relevant and engaging information are more likely to rank highly and increase traffic, while unoriginal content should lose visibility.
A big part of this strategy involves eliminating spam.
Google’s mission is to reduce low-quality, unhelpful content by 40 per cent. This is no simple task, considering the internet has become littered with repetitive AI-generated content in recent years!
The latest Google update is bigger than previous updates, changing numerous systems. It launched at the start of March, so most features have been implemented by now.
Key features of the latest Google update
This core update takes a multifaceted approach to help technical algorithms better identify and prioritise helpful content.
New policies targeting spam:
Google is tackling spam from different directions, by targeting these manipulative behaviours:
- Expired domain abuse occurs when people purchase respected domains but repurpose them to host low-value content unrelated to the original domain, hoping to capitalise on the domain’s previous success.
- Scaled content abuse occurs when websites generate multiple pages of repetitive content to manipulate search rankings, rather than provide helpful information. As part of this policy, Google will crack down on the mass production of low-value content, whether created by artificial intelligence or humans.
- Site reputation abuse involves publishing irrelevant third-party pages without oversight of their content. Examples include partner pages and advertisements that don’t relate to the original website.
- There could be penalties for websites that sell outbound links to manipulate search rankings.
Improve quality ranking:
Google has improved its ranking algorithm to ensure that helpful content is displayed more prominently in the search results. The algorithm prioritises web pages that offer useful information and a good user experience.
Get your business noticed online by following the latest guidelines
Major Google updates like this one usually create noticeable changes in search rankings. Websites that meet the criteria rise to the top, while those that break the rules quickly drop down the ranks.
Make sure you create engaging content that’s relevant to what your audience wants to read. Google will reward you with a prominent ranking if you regularly publish high-value content on a website that’s easy for visitors to navigate.
Please familiarise yourself with the new guidelines as well.
Google is giving websites an adjustment period to comply with the updated rules, so you have another month before they start cracking down on rule-breakers.
Important actions to take:
- Regularly monitor website rankings to see if there are fluctuations. Use tools like Google Analytics and Google Search Console.
- Focus on creating informative content that resonates with your target audience.
- Implement Structured Data, which enhances content visibility and improves your chances of being featured in rich snippets.
- Stay informed about Google’s updates through the Google Search Status Dashboard. Adapt strategies based on official guidance from the search engine giant.
- Evaluate existing content to ensure compliance with Google’s spam policies, particularly regarding expired domain abuse, scaled content abuse, and site reputation abuse.
- Audit backlinks regularly to identify and disavow links from expired domains or low-quality sources that could negatively impact site reputation.
- Ensure that AI-generated content serves a genuine purpose and provides value to users. Avoid creating content to manipulate search rankings, regardless of whether AI or humans produce it.
- Evaluate collaborations with third parties to ensure that any hosted content aligns with Google’s guidelines and doesn’t violate spam policies.
Let’s help you get noticed online with this March algorithm update
Please contact our team if you’d like to discuss the latest Google update, or require any support with digital marketing.
E-Web Marketing uses cost-effective strategies that allow small businesses to spend within their means.
For the last 30 years, we’ve helped 3000 businesses increase online conversions, brand loyalty, and site traffic. Why not speak with some of our clients, who’ve told us they’re happy to give transparent references?
Call 1300 792 811 or fill out this form to learn how we can help you build a loyal customer base online.
What is Google SGE? (and what it means for your business)
Google is testing the power of artificial intelligence (AI) to help people find reliable information faster in its search engine.
If this experiment goes well, people will have a different experience when searching online – whether doing general research or looking for products and services to engage with.
It’s unclear how this will impact online businesses like yours.
There’s some concern that Google SGE could lower the organic and paid traffic that websites attract, by reducing their visibility in search results (we’ll talk more about this).
Australians can expect to see Google SGE as an option later this year.
Google SGE is currently being trialled in more than 120 countries, including Japan, India, Mexico, South Africa, Kenya and the United States. It’s currently available in English, Spanish, Portuguese, Korean and Indonesian.
Let’s find out more, so you know what to expect when it’s our turn.
What is Google SGE?
Search Generative Experience (SGE) is a Google experiment that adds Generative AI to its search engine, to create an easy-to-understand summary about the topic you’re researching – within a fraction of a second!
There’s also a conversational element to it, with Google suggesting follow-up queries to help the user dive deeper into the topic.
It works in two ways:
FIRST
AI-generated summary at the top of the search engine results page (SERP)
Artificial intelligence generates a condensed response to your query, based on information from multiple relevant websites. This summary is located at the top of the search engine results page (SERP). Google’s intention is to provide clear and helpful information at a quick glance, in case you don’t want to delve deeper into the topic by clicking on a website listed on the SERP.
When searching for e-commerce products or services, generative AI will put together a snapshot of the latest relevant information, such as ratings, prices, descriptions and images. This helps users to confidently make faster shopping decisions. The tool also prompts you to ask follow-up questions in a chat box, if you want more information.
SECOND
Google added its Generative AI feature to websites opened via Google Search or Discover. Instead of browsing the entire webpage, you can choose to access a summary of the main points (written by AI) to save time, using the opt-in feature during the experimental phase.
How does Google SGE work technically?
Generative AI is a form of artificial intelligence that crawls existing data (like websites) to learn the patterns. It then creates responses with similar features when prompted. These responses can be delivered in multiple formats, such as text, video, images, audio, code, music and designs.
Google SGE uses an advanced language model (PaLM 2) with superior ability to understand nuanced text across many languages, and generate a response based on this.
How to use Google Search Generative Experience as an internet user
In countries where Google SGE is available, it can be accessed on computers or Android and iOS devices.
At the moment, the opt-in experiment is only available for users 18 years and older.
How to turn on SGE Google:
Computer:
- Install chrome browser
- Set up a personal Google account (if you don’t have one already)
- Open Chrome and sign into your Google account (not incognito mode)
- Open a new tab, click the Labs icon
- Select the button that turns the experiment on
- Follow on-screen instructions
Android:
- Install latest version of the Google app (via Google Play)
- Set up a personal Google account (if you don’t have one already)
- Open the Google app and sign in (incognito mode off)
- Select the Labs icon in the top left
- Select the button that turns the experiment on
- Follow on-screen instructions
iPhone and iPad:
- Install latest version of the Google app (via the App store)
- Set up a personal Google account (if you don’t have one already)
- Open the Google app and sign in (incognito mode off)
- Select the Labs icon in the top left
- Select the button that turns the experiment on
- Follow on-screen instructions
Note: the SGE experiment may not show up straight away after turned on.
What to expect from Google SGE when you search for a query?
Google will present the information at the top of the page, in one of three general variants (depending on the nature of the query).
- Opt-in
- Collapsed
- No SGE
Opt-in:
This is the most common display for 69 per cent of searches, according to research. A prompt at the top of the page asks users if they’d like to generate an AI-powered overview for their search.
Collapsed:
This version shows a snippet of the AI generated response, with the option to expand by clicking the “show more” button. Collapsed displays feature 16 per cent of the time.
No SGE:
In 15 per cent of cases, no SGE response is generated. In these cases, the search results page operates in the traditional manner we’ve become accustomed to.
Here’s a list of typical features you can expect to see in either the collapsed or opt-in mode:
- Answer box: includes images, text and other relevant information. There may also be a disclaimer that you shouldn’t rely on the information as completely accurate.
- Source panel: located next to the answer box, you’ll find a panel of up to 10 sources that AI based its response on.
- A list of additional questions beneath the response: users can click these questions to launch a fresh SGE result page with further information. There’s also a question box to ask your own follow-up.
- Product listings with descriptions, images and other relevant information.
- Bulleted or numbered lists for suggested products or important points of information. Some lists also contain a sentence with extra information.
Note: When Google SGE becomes available in Australia, we’ll post a more detailed guide on how to use Google better with this new AI technology.
Is Google SGE safe to trust for accurate information?
Although Generative AI uses advanced technology, it can get facts wrong or deliver unhelpful results. For example, when asked if there are any African countries starting with “K”, Google AI fails to acknowledge “Kenya”.
This begs the question: is Google SGE safe when searching for “your money or your life” (YMYL) topics?
Accuracy is crucial when people look for complex information related to their medical, financial, legal or other needs. In such cases, Google only pulls information from trusted sites, and adds a warning to YMYL topics, so that people are careful.
And the AI-generated snippet won’t appear for particular queries that Google doesn’t want AI to answer, such as whether or not you should make an investment.
How will Google SGE impact my website traffic as a business owner?
It isn’t yet clear how Google SGE will impact the visibility of websites listed in the search results.
Paid advertising searches (Google ads):
So far, the changes to paid searches are minimal with Google SGE.
At the moment, sponsored ads sit above and below the AI-generated response. The ads that sit above the answer box shouldn’t be impacted at all, however there may be fewer clicks on the less visible ads that sit below the answer box.
Google is still experimenting with placement, so anything could change.
It’s likely the company is doing everything it can to avoid discouraging its search advertising clients, who are one of Google’s main revenue streams.
Organic searches (unpaid listings that are relevant to search queries):
You’ll still see an index of websites listed on the page, so expect no changes there.
But these will sit under the AI generated response.
Remember, the whole point of Google SGE is to give consumers easy access to relevant information at a quick glance.
In many cases, this would remove the need for consumers to find out more information by clicking on the indexed websites.
What we know so far…
There’s some apprehension that websites could see less online traffic, conversions and sales.
This is of particular concern for businesses like the Atlantic, which gets 40 per cent of its web traffic from Google.
However it’s too early to know for sure what the impact will be (if any), as this is a new experiment with limited testing.
One study by Search Engine Land suggests that businesses can expect 18 to 64 per cent less organic traffic for basic queries that don’t require leaving the search results page for more information. These results were based on their study of 23 websites in the technology industry.
But it’s not all bad news.
On the flip side, businesses could benefit from Google SGE, which has the power to influence leads for in-depth queries.
In most cases, people will be searching for topics that require a deeper understanding than artificial intelligence can provide, so they will need to click into indexed websites.
Think of the answer box as laying the groundwork for the consumer, by giving them a clear overview of information that leaves them curious to find out more, without feeling overwhelmed.
Remember: Google SGE doesn’t remove the indexing of websites in organic search results.
Websites will still be listed, based on how the search algorithm ranks them.
The only difference is these websites are located beneath the AI-generated answer box, which sits next to a source panel containing links to websites that influenced the response.
How to get your website noticed with Google SGE:
When it comes to organic searches, businesses should aim to get their websites featured in the source panel that’s attached to the AI-generated answer box.
Your best chance of featuring in the source panel is to optimise your content for SEO purposes.
How? Create engaging and accessible content that’s relevant to the specific needs of your audience. Google’s technical algorithms prioritise clear and reliable content that holds people’s attention.
Google SGE is still unavailable in Australia, so we haven’t been able to experiment with different strategies.
We’ll keep you updated as we learn more about it. However, in the meantime, we recommend you focus on making user-friendly content that also appeals to the technical search algorithms.
This involves finding out what your audience wants to learn about, and then generating well-researched, compelling content that targets relevant SEO keywords and phrases.
Grow Your Business Online with E-Web Marketing:
E-Web Marketing is a full-service digital agency with over 20 years of experience helping businesses achieve online success. We specialise in driving traffic through proven strategies in SEO, Paid Search, and Social Media Marketing. Our team of experts will work with you to create a customized plan to reach your target audience and achieve your marketing goals.
Call 1300 792 811 or fill out this form to find out how we can help you lift online conversions and build a loyal customer base.
All is fair in love and…digital marketing?
It’s a classic tale of boy (or girl) meets Digital Marketing Agency.
The agency helps the business owner to lift their online conversion rates, after results fell when too many companies started competing for their audience.
All is going well for a while, until there’s a drop in traffic one fateful month.
Honeymoon period = over.
When this happens, some businesses consider engaging a new digital marketing agency.
They’re usually spoilt for choice and don’t need to look far, because there’s no shortage of digital agencies courting businesses that are already “spoken for”.
Why do digital marketing agencies tend to source their clients from other agencies?
Many firms prefer to offer something fresh to clients that have already dabbled in online marketing, rather than starting from scratch with a business that has never explored this area.
Business owners usually feel overwhelmed when approached by multiple agencies – each promising to grow their leads and online revenue.
Here are some considerations that may help you feel more confident about choosing what digital agency to work with.
Look for an agency that prioritises user experience!
It’s true that your target audience has increased due to people spending more time online during lockdowns.
However, this can be a double-edged sword, because more businesses are strengthening their online presence to take advantage of the momentum.
Now you must be even more strategic to convert consumers.
Yes – investing in SEO, Facebook Ads and Google Ads is a good way to grab the attention of your target audience (think of it like window shopping).
But these marketing strategies aren’t enough to get them through the door (online conversions).
We also recommend:
- Give online visitors a memorable experience, so they want to engage further with your business. Provide useful content that meets the needs of your target audience, on a website that’s easy and enjoyable to navigate.
- Regularly update your website, just as shop-owners frequently change their store layout. Don’t just update the banners, you should also review and change the user journey on your website based on current performance data. It’s all about simplifying the customer journey online.
Content is ALWAYS king:
I already touched on the importance of meaningful content, but let me reiterate how crucial this is. Your website may look good and rank highly, but this means NOTHING if visitors don’t connect with your words.
Remember:
People’s attention is limited, you only have 10 seconds to make a solid impression.
Relate to the consumers’ problems and clearly show how they’re going to benefit from your product or service. You can also publish engaging blogs about topics your audience cares about (directly or indirectly related to your offering).
Only consider digital agencies that have a dedicated writer or professional writing team.
Content should never be an afterthought, or something that’s sloppily put together by an outsourced writer or AI software.
How much should you pay for digital marketing?
It can be difficult to figure out how much you need to spend to get good results, as prices vary significantly from one agency to another.
For example, some agencies charge $200 a month for SEO, while others charge $5000 a month.
Some businesses can get good SEO results with low costs. However, businesses in highly competitive markets usually need to spend more – especially if their current Google positioning leaves a lot to be desired.
A low-cost option may suit your business goals perfectly…
But don’t be tempted to automatically go down this path without asking the consultant what action they will take to get meaningful results. It’s always ideal to know who will be working on your campaign, and speak with them before you sign the contract.
Finally, do you have realistic expectations for your digital marketing results? Keep in mind that it can take weeks before strategies like SEO and paid advertising show positive results.
It’s also important to note:
Not every digital campaign will give you the results you desire, but don’t hold this against the agency IF they usually get you good results.
The best consultants experiment with new ideas from time to time, but may not always get the outcome they hope for. As long as they mostly deliver positive results, you’re probably getting good value for money.
You examine your financial performance every year, but what about your digital marketing campaign?
It’s in your best interest to understand the strengths and weaknesses of your digital marketing strategy as we enter the new financial year.
Knowledge is power.
Find out what strategies don’t work for you, so you can focus on improving those that do (and better spend your resources).
Ask your digital agency to conduct an analysis of your online performance for the last 12 months.
Alternatively, you can ask our team to organise a free SWOT analysis for you. Book a session here.
Small businesses to get tax breaks for digital spending
Digital spending is set to become A LOT more affordable for small businesses, after the federal government promised $1 billion in tax breaks.
This means you could deduct $120 for every $100 you spend on digital services such as web design, online sales platforms and marketing.
Deduction claims can be made on eligible digital expenses of up to $100,000 a year!
Isn’t this fantastic news for small businesses that have been hard hit by the global pandemic? Especially if you’re operating at a loss, or haven’t made enough money to justify the sweat and tears of the last few years.
The government is doing this to help businesses become more competitive in a cyber world.
When done right, digital marketing is a lifeline for businesses that normally struggle to connect with audiences.
We already know the fruit is ripe for picking, as consumers now spend even more time online. In other words, your ideal audience is waiting for you to come along and catch their attention in the cyber spaces they frequent.
If the digital tax breaks package passes as law, you won’t have to worry about how you’re going to pay for digital marketing to grow your profits. You’ll attract more people to your website and boost sales, without spending money that you can’t claim back.
Here’s what you can expect if the needed legislation gets the green light…
Small Business Technology Investment Boost:
Who does it apply for?
Small businesses with an aggregated annual turnover of less than $50 million.
What will you be able to claim?
Deduct an extra 20% on eligible business expenses for digital technology. You can make deductions for payments up to $100,000 for each qualifying income year.
When does the policy come into effect?
From March 29, 2022 (budget day)
When is the policy set to end?
June 30, 2023.
How do small business owners claim the tax breaks for technology investment?
- At the end of the 2021-22 financial year: submit a standard expenditure claim (for eligible digital spending between 29 March 2022 and 30 June 2022).
- Then next year, when lodging your 2022-23 tax return: claim the 20% bonus deduction for the previous 2021-22 financial year (29 March 2022 to 30 June 2022).
- Also in your 2022-23 tax return: deduct the entire 120% for eligible digital spending between 1 July 2022 and 30 June 2023.
We help small businesses to get noticed online and build a loyal customer base:
If you’d like any support with your digital marketing, please reach out to our team.
E-Web Marketing uses strategies that deliver the highest value, because businesses shouldn’t have to spend beyond their means to get noticed online (especially during a pandemic).
For the last three decades, we’ve helped 3000 businesses to lift online conversions, brand loyalty and site traffic. You can speak with some of our clients, who’ve told us they’re happy to give transparent references.
Call 1300 785 122 or fill out this form to find out how we can help you to bolster online sales and improve your business reputation.
7 Simple Principles of Website Design That Impact User Experience
7 Simple Principles of Website Design That Impact User Experience
Let’s dive in.
Navigation – Don’t Make Users Think
- Using descriptive labels in your menu
- Limiting the number of menu options
- Putting your navigation menu in a standard location
- Making hyperlinks stand out from the surrounding text
- Enabling internal search functionality
Keep It Simple – Limit the Number of Choices
Be Conventional
Accessibility
Less Is More
One of the most important ways to use this principle is white space.
Google’s homepage is an excellent example of a minimalist website design that utilizes a less is more approach to improve the user experience. The search function is the most important element on the page. Everything else, apart from the Google logo, is eliminated or placed in the menu options in the corners of the screen.
Visual Hierarchy
Scannable Content
- Using descriptive subheadings
- Keeping sentences and paragraphs short
- Using lists and bullet points
- Breaking up text with images and multimedia
- Incorporating plenty of white space
Conclusion
Many businesses are invisible online, because they lack the resources to stand out. Our targeted digital marketing campaigns put you on the same path as your ideal audience.
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Apple’s privacy update (what does it mean for small businesses)?
Apple’s privacy update (what does it mean for small businesses)?
Wonderful, right?
What privacy changes came with the iOS 14.5 software update?
This is called App Tracking Transparency (ATT).
Implications for data collection:
It’s time to adapt. Businesses shouldn’t rely only on cross-app data:
We recommend a multi-channel and holistic marketing approach – incorporating different platforms such as organic SEO, content development, paid advertising, reputation management and even offline advertising.
Many businesses are invisible online, because they lack the resources to stand out. Our targeted digital marketing campaigns put you on the same path as your ideal audience.