Online Visibility

Paid Search Campaigns to Augment Online Visibility

Paid search campaigns are perhaps the most important thing you can do to increase online visibility quickly. SEO is also important, but it can take weeks or months for those efforts to pay off. On the other hand, paid search campaigns can be implemented in a few days or less, and you can start to see results just as fast.

Paid search, or pay-per-click advertising, refers to the paid listings within search engines that appear when users search on a specific term. Paid search lets you put your brand’s message in front of your target audience at the exact moment they are looking for you and your products or services. This intersection of targeting and timing is called the “critical moment,” and it’s the most effective way of increasing online visibility.

Paid search is highly competitive – there are only a limited number of ads that appear on a search engine results page (SERP), after all. At Overdrive, we employ a number of best practices and online marketing strategies that help to increase our clients’ visibility:

• Improving Quality Score. Winning ads on Google are based in part on the Quality Score of the keyword that an advertiser bids on. To improve Quality Scores, we work to ensure that ads, copy, keyword groupings, targeting, and the landing page experience are highly relevant to the user’s search.
• Enhancing landing pages. By creating unique landing pages and offers for each ad, you can significantly increase the ad ranking while also improving conversion rates.
• Adopting sophisticated bidding strategies. Our SEM specialists will recommend specific strategies for bidding on keywords (such as targeting search page location and outranking share) that can help to improve ad rankings and online visibility.

Boosting Online Visibility with SEO

89% of customers begin their buying process with a search. That makes the task of optimizing your websites, landing pages, and content for search incredibly critical to achieving online visibility.

SEO is both an art and a science, and there’s no end of recommendations online for how to increase SEO performance. Here are a few of the best practices that Overdrive most often recommends for our clients:

• Speed up your site. Website performance and load times are critical to increasing SEO performance as Google’s algorithm prioritizes faster sites when ranking results.
• Use video. A website with video is more than 50x more likely to reach the front page of Google . Video increases the amount of time a user dwells on a page, signaling to search engines that the page is of higher value.
• Get reviews. Customer reviews add the kind of third-party credibility that influences search rankings.
• Optimize for mobile. Mobile-friendly pages rank higher on SERPs under Google’s new mobile-first index. Using buttons that are the right size for fingers and providing navigation that is easy to manage on small screens are essential first steps.
• Find influencers. Pages that establish online authority by cultivating links from influencers can significantly improve results, as these kind of backlinks are critical to competitive ranking on SERPs.
• Eliminate errors. Broken links, 404 pages, and errors in site map files are not only obstacles for users, but they will reduce a page’s SEO rankings.
• Leave breadcrumbs. Breadcrumbs on a webpage make it easier for search engines to understand the relationships between products and product categories, improving rankings.

Online visibility: Best Practices

In addition to investing in SEO and SEM campaigns, we often recommend the following best practices for clients wishing to improve online visibility.

• Blog more. Blogs help boost SEO performance and provide valuable content that can be referenced in social media posts. Blogs create trust with potential customers and position your company as an authority on specific subjects.
• Get reviewed. Encouraging customers to provide reviews on search engines, social platforms and other directories can increase online visibility. Online reviews are the digital equivalent of traditional word-of-mouth and can significantly influence potential customers – 95% of shoppers read online reviews before they make a purchase, and displaying reviews can increase conversion rates by 270%.
• Create and curate content. Marketing effective content that addresses and/or solves your prospects’ problems can help to significantly boost online visibility among your target audience while also helping to improve SEO rankings.
• Maintain an active social media presence. Interacting with followers on social media, promoting posts, and placing ads is essential to boosting online visibility on social platforms.