It shouldn’t come as a surprise to anyone that Google is always testing new ways to improve their platform. The constant change is one reason that is important for roofing contractors to hire a reputable SEO company, so they can stay ahead of the curve! The changes that Google is playing with could fundamentally change SEO ranking. Instead of getting to the end of a search engine results page and having to click to the next page Google is testing a “more results” button in the mobile search which will load more results below the current results. This button may save time and make it easier for searchers to go further down the results page.
Making it easier on mobile to continue down the results page may be a little beneficial for businesses that aren’t on the first page of results but the fact remains that businesses on the first page get more leads.
Instead of making searchers click to the next page of search results, Google is testing showing more results on the same page.
Google is officially testing a “more results” button in the mobile search results interface. Instead of having to click to the next page of the Google search results, a searcher can click the “more results” button, and additional search results will load below the current results.
Danny Sullivan of Google confirmed on Twitter that this test has been running for the past few days.
It seems to be visible to many, if not all, searchers when searching Google on their smartphones.
Google first tested this more results button in a more limited fashion, but now searchers are seeing this test more often.
Like all business decisions, you should carefully consider who you are going to hire to handle your digital marketing. Digital marketing has the power to level your business up to the next level if done correctly but if it’s done incorrectly you could be wasting money. There are good digital marketing companies, bad digital marketing companies, and companies that just aren’t a good fit for your business. So how do you sort through and determine if you are hiring the best company? Just like when you tell your potential clients to vet the roofers that come knocking on their doors you need to vet the marketing companies!
The best way to choose the right company is to first spend some time doing a little preliminary research. Look at their website, do they have referrals, do they seem like they have an understanding of your industry and know your market? If you feel comfortable after doing the preliminary research then you need to ask them some questions. You can meet them in person or talk on the phone but you need to go through this interview process. After that first interview process, you should be feeling comfortable and confident that they can handle your roofing companies digital marketing.
If you are planning on using Pay Per Click advertising as apart of your digital marketing strategy these are some good questions to ask the experts to make sure they know what they are doing before they waste your ad spend.
When it comes to pay-per-click (PPC), it’s often best to call in the experts. But sometimes even experts need to be put to the test.
The following are a variety of questions and their answers from major search and e-commerce sites like Google, Amazon and Bing. Use them to ask any “expert” you may be interested in hiring to help you with PPC, content and remarketing.
Google AdWords questions to ask your PPC expert
1. How will you manage the Google Quality Score?
Google’s Quality Score is based on three things: keyword, ad text and landing page relevance. To maintain the highest score possible, it’s best to use fewer keywords and use smaller, targeted ad groups. That way, we can write more targeted copy that will more likely find its niche. PPC experts should be very familiar with Quality Scores, how they work and how to improve yours. (And sometimes, you may not want to focus on Quality Score.)
2. Can you explain how the Google auction works?
The auction process goes like this:
When a user enters a search, AdWords pulls all the ads whose keywords match that particular search. From the ads, any that aren’t eligible, such as ads that target a different country or have been disapproved, will be ignored. From the ads remaining, only those with a high enough Ad Rank will show results. It’s a crucial stage of your campaign, so make sure anyone involved with it knows the process and how to get the most out of it.
3. How does Ad Rank affect cost per click (CPC)
When it comes to CPC (the actual amount you’re charged per click), the most you will end up paying is the minimum amount required to hold your ad position. In the Search Network, ads that appear above the search results generally have a higher CPC than those that appear below the results.
Has it ever happened to you, you were looking for a business on the go and found their website only to find that it’s impossible to navigate? Maybe you thought, I will look at this later and forgot about it, or maybe you just gave up on looking altogether. It is no secret that mobile web traffic has been on the rise for years now. As almost the entire planets population is now walking around with tiny computers in their pockets your website better be optimized for mobile.
It has been critical from a user-experience standpoint for a while now that your website looks good and is easy to navigate on mobile but it is becoming even more crucial now that Google is pushing their “Mobile-First Indexing”. If your site isn’t optimized for mobile you may lose some ranking.
This is the first time Google has confirmed it is moving a large number of sites to this mobile-first indexing process. Google did tell us last October that a limited number of sites had been moved over. But this Google announcement makes it sound like the process of mobile-first indexing on a larger scale has already begun.
Google did say it will notify webmasters/site owners that their sites are migrated to the mobile-first indexing process via messages in the Google Search Console. Here is a screen shot of a notification:
Landing pages are one tried-and-true way to help ensure that your ads are successfully converting people and moving them through the marketing funnel. The purpose of a landing page is to create a page that acts as the perfect extension of your ad and makes it easy for prospective clients to take an action. When the expert team at Roofing Contractor Marketing designs a landing page there is a lot of consideration that goes into it.
One of the first questions you need to ask yourself is, what ads are going to be driving traffic to this landing page? It is important that the landing page carries on the conversation that is in the ad. For example, it would seem strange if you clicked on an ad about commercial roofing but the landing page had content about homeowners looking for a new roof. The landing page needs to continue the same conversation as the ad.
Another part that is important to consider is the layout and design of the page. If the page is overly crowded visitors may get overwhelmed and click away, or if the layout is hard to follow they may lose interest. A landing page needs to clearly and simply convey the information and give visitors an easy call to action.
1. Does my above-the-fold experience feel consistent with my advertising?
Your ads set expectations for your landing page. If you’re advertising personal injury services, but your landing page talks about divorce litigation, you immediately create a sense of confusion and unmet expectations for your site traffic. That’s not a great way to get people to convert on your landing page.
Instead, your landing page should match the advertising that brings people to your page. Keep in mind what your ad looks like and promises, along with who you are targeting and what platform your ads are running on. The more seamless your ad-to-landing page transition is, the more likely people are to stick around and potentially convert.
2. Do I have a headline that clearly defines my business and/or offer?
One of the easiest ways to establish a sense of ad-to-landing page consistency is with your headline. Your headline is the first place people look for confirmation that your page matches their expectations. This is the ideal place to confirm what your business does and what your offer is.
Remember, your main goal here is to maintain momentum and build confidence, so keep your headlines clear, concise and focused on the messaging that convinced someone to click on your ad in the first place.
3. Am I communicating value with my headline and subheading?
A good headline and subheading should make a strong value proposition to your potential customers. After all, if you want people to stay and convert, you need to give them a reason to stick around and consider your offer.
The best way to do this is to focus your headline and subheading on how your business or offer will improve the lives of your potential customers. So, instead of saying something generic like “industry-leading software,” it’s better to say something more along the lines of “Close twice as many deals with our sales software.”
4. Is my CTA immediately obvious?
The whole point of a landing page is to help transition potential customers from interest to action. For this reason, landing pages tend to work better if you make the next step immediately obvious. In some cases, you might want an above-the-fold call to action (CTA) encouraging people to convert directly. In others, you may want an above-the-fold CTA that leads people to read more content farther down on your page.
Additionally, it’s almost always a good idea to make your CTA stand out (contrasting colors, smart placement and so on). The easier you make it to find and follow the next step in your conversion path, the more likely people are to do what you want them to do.
Are you on track to meet your business goals for 2018? A marketing plan is a critical part of making sure those goals don’t end up as another pipe dream. At Roofing Contractor Marketing we are experts at creating marketing plans and executing them. Our team has worked with roofing contractors of all sizes in markets across the US.
Relying on any one tactic alone means that you are missing out on other opportunities. The Roofing Contractor Marketing team has experts teams in SEO (search engine optimization), digital ad buying, website development, social media marketing, and video marketing. All of these combine in a marketing plan that spells success for your business. Are you ready to have multiple teams of people working together to increase your sales?
The first step to success is to get a free internet marketing analysis because every company is in a different starting place. This no-obligation analysis digs into your web-presence and finds what your company is doing well and where improvements need to be made. Then we can begin to create a marketing plan that is tailored specifically to your company.
If you are ready to take your company to the next level NOW is the best time to make a change and DOMINATE 2018!