Google Algorithm Change And Drop In Rankings

There was a major update to Google’s Search Ranking Algorithm in November 2016 and a large drop in rankings for many websites in December 2016.

If you have seen a drop in your website’s search rankings it is likely due to the latest Google update thought to be focused on Mobile Quality

MozCast detected a change to Google rankings in November and industry chatter suggests that there was a core ranking update and the Mobile-first Index  is being tested.  The fallout of the new Google algorithm seems to be that sites with low mobile quality are impacted.   Mobile quality scores relate to mobile web content and inbound mobile traffic.  Here are some related articles regarding the algorithm change and the negative impact on rankings:

http://www.gsqi.com/marketing-blog/google-algorithm-update-november-10-2016-mobile-first/

https://www.seroundtable.com/google-search-update-22988.html

http://www.gsqi.com/marketing-blog/november-30-2016-google-algorithm-update/how-to-increase-google-page-rank-of-your-blog

 In order to recover from the negative impacts of the new algorithm, websites must improve their mobile quality by focusing on creating mobile content and site traffic.

We recommend testing a mobile campaign and evaluating its impact on your search rank.  One strategy is to  build a mobile friendly landing page and execute mobile campaigns on Facebook and Google to generate mobile traffic to your site.   
 
There are also advanced SEO tactics that include link building that can help your rank.  Link building can cost between $100 and $1000 per month and is an ongoing commitment.
I always warn clients that organic rank chasing is problematic.  I use an “addiction” analogy where you have to continually pay for the high if you want to be high.   Linking is a quick fix that requires an ongoing supply of money to keep the higher ranking position.
 

There is more to it than just search rankings….We want our clients to focus on metrics that impact business results like traffic and conversions (sales, lead generation, engagement) rather than focusing on ranking reports.  I refer to this article when talking about how ranking reports can change from minute to minute and that your rankings are only part of the picture:

 
We are actively looking for remedies to correct any negative fall from the November Google update and we recommend participating in local campaigns focused on driving mobile traffic to your website, as well as upgrading the sites’ mobile user experience. 

Types of Facebook Ads

WOW!
FACEBOOK BRINGS ON THE NEW ACTION BUTTON AD
IN A BIG WAY!!!

See how Facebook compares to Google Search Engine Ads!

FACEBOOK GETS MORE IMPRESSONS AND SENDS MORE TARGET TRAFFIC TO YOUR WEB SITE THAN GOOGLE..AT 1/3 THE COST!!!

Here is how we are leveraging the new ads that Facebook now offers – we are very impressed with these results!

This Ad is targeted at 40-65+ age Home Owners w/ Interests based in Alzheimers, Cancer, Diabetes, Family, Motherhood, and Kids

The cost per lead – is $0.31!!! 

COMPARE THIS TO a GOOGLE AdWords Search Engine Ad with a Cost per lead of $2.31:

https://www.dropbox.com/s/4n9233dnp0hz7qo/Screenshot%202015-08-30%2014.36.04.png?dl=0.  *Note the expense of some main keywords @ $9 per click!

For Google Search Engine Ad example we used a $166.00 monthly budget…there were 5,955 Impressions, 72 Website Clicks/Visits, and 8 Conversions (8 Leads filled out the Contact Form) with a cost per convertion of $20.60. and costing $2.31 per click.

This is what you need to know about a Facebook Ads:

Facebook has a different Audience than Google – Goolges Audience is based on a “search action” and keyword or key phrase in a spcific location.  The person you are trying to reach with Google Ads must be in search mode – like having a fall or medical crisis and proactively looking for care).

With Facebook Ads we go after a different Audience.  We target people who are “IN IT”– They are careing for some one with a diagnosed condition including Alzheimers, Cancer, Diabetes or taking care of a child.  We reach these people by targeting interests (like Health, Alzheimers, Cancer, Stroke, Family, Kids, Child Development, etc) or Groups like Micheal J. Fox Associaltion, MDS Members, etc. or Tittles like RNs, DR. or Thereipist.  We want to be where these leads are spending big chunks of time.   People spend more time on Facebook than searching on Google:  http://www.businessinsider.com/facebook-vs-google-on-time-spent-in-apps-according-to-forrester-2015-6-) – so Facebook Ads are a better investiment compared to Google when you look at cost per lead and opportunity to target to an engaged audience.

HERE IS WHAT HAPPENS WHEN WE ARE IN FRONT OF THESE TARGETED FACEBOOK USERS:

* Please note how Facebook offers more types of targeting than Google.  On Facebook you can target interests and behaviors – On Google Search and PPC ads you are limited to Targeting by Keyword or Key Search Phrase..

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WE KNOW WE CAN GET GREAT TRAFFIC TO YOUR WEBSITE!!!   NOW OUR FOCUS IS ON LANDING PAGE CONVERTION!!!  We are building great new landing pages for you with high quality scores.  Compage our quality score to others!

OUR RECOMMENDATION – BUILD GREAT LANDING PAGES THAT ARE SPECIFIC TO A TARGETED AD GROUP.

Here are our reommendation for Facebook Ad Groups:

Run 4 Ongoing FB Ads with Specific Targets to specific segmented audiences:

 

1.) $75 WebSite Click to Convert from Leads/Families w/ Special Interests

Call to Action: – Connect with the most knowledgeable comprehensive care team and program for interest (contact us button)

 

Target: Potential Customers based on Clinical Pathways criteria for an ad campaign targeted at Facebook Special Interests in condition/diseases including Cancer/ Alzheimer Dementia /Diabetes/Stroke/Anxiety/Depression/Flu-Cold

 

Offer: Free RN Evaluation and Care Plan – Specialized Care – Work with the most knowledgeable comprehensive care program for interest.

 

2.) $75 WebSite Click to Convert from Referral Sources based on Interest:  Benefit of Referring to Bstar for Trusted Highest Standard of Care

 

Target: Potential Referral Sources Fiduciaries/ Medical Professionals (Nurse-Doctors.-Therapist)/Senior Service Providers-medical equipment/Social Services-agencies/Health Care Professionals/Senior Care Professionals

 

Offer:  Referral Program/Benefit of Referring to Bstar

 

Call to Action: – Refer the most knowledgeable comprehensive care team and program for your clients – Sign up to be a part of our Referal Program

 

3.) $20 Page Growth (Likes) Remarketing Efforts to connect with 3 Catagories:

 

– Families

– Professionals

– Groups and Associations:  Parkinson’s, MDA, Cancer Associations, Non-Profit Organizations

 

4.) $30 POST REACH – Branding/Event Promotion / Webtraffic  Introduce “Our Team” w/ Call to Action to “Connect with Us” as a Care Resource – Post Blog about BStars local team and offer (referral program and case evaluation/care plan) –

 

Veterans and Disability Support

Objective:   Get Clicks to Website from Highly Engaged Facebook Audiences who have an active interest in Veterans Groups, VA Benefits and Disability. 

 

Job Opening
Objective:  Send Applicants to a Career Website or Job Description Landing Page from Highly Engaged Facebook Audiences with Job Titles including RN, LVN, CNA, and Caregivers.
Specialized Post-Operative/Rehabilitation Care

 Objective: Get Clicks to Website from Highly Engaged Facebook Audiences who have an active interest in Physical medicine and rehabilitation, Physical Therapy and/or Surgical Procedures such as Plastic Surgery and Hip Replacement.

Infusion Care
 Objective: Get Clicks to Website from Highly Engaged Facebook Audiences who have an active interest in conditions requiring infusion, including cancers, congestive heart failure, Crohn’s Disease, hemophilia, immune deficiencies, multiple sclerosis, and rheumatoid arthritis.

 

Safety and Fall Prevention Home Assessment
Objective:  Send Traffic to Your Website from Highly Engaged Facebook Audiences who have an active interest in family care-giving, geriatrics and seniors 65+.
Geriatric Care Management
Objective:  Send Traffic to Your Website from Highly Engaged Facebook Audiences who have an active interest in family caregiving, Geriatrics and Nurse Case Manager, Social Workers and Physicians job titles.
Special Needs Childcare
Objective:  Send Traffic to Your Website from Highly Engaged Facebook Audiences who have an active interest in Autisim, Diabetes, Muscular Dystrophy, and Cystic Fibrosis, including parents and groups for special needs children.


COST for Facebook Ads start at $1.00 Per Day and approximately $20 per 1000 reached.

Do you need a supplemental Pay Per Click Campaign?

SEM - Search Engine MarketingHomePage Marketing has worked with BrightStar’s Franchise Office to create Pay Per Click (PPC) campaigns that DO NOT compete with the franchise’s PPC efforts, and to help reach additional audiences.  Our PPC ads help you increase reach and broaden your marketing efforts.
We want to encourage you to take advantage of the Franchise’s pay-per-click match.  We will help you understand the differences between what you are getting with the GMF Campaign and what a supplemental campaign can offer.

HomePage Pay Per Click Campaign Differences

HomePage’s MAX PPC Campiagn is different from the Franchise/MindStreat GMF PPC Campaign…
The MAX Campaign uses an alternative bidding strategy that does not compete with the Franchise’s keyword bidding strategy.
We bid on key word searches that the franchise campaign is not bidding on, including home nursing and memory care.  The GMF Campaign captures keyword searches for ad groups different from the MAX Campaign.  We can reach custom audiences and create specialized ads for groups interested in  Autism Care, ALS Care, Cancer Support, etc.
When you own multiple franchises your GMF budget is divided up by franchise area.  This impacts the bids that can be made.  When we combine your territories, and run 1 ad instead of separate ads for each territory, we are able to bid more efficiently with a larger budget.
The franchise campaign ad groups are not the same as ours.  We have 5 standard ad groups and multiple specialty ad groups.  The top 3 areas the GMF Campaign focuses on are:  Capturing searches for your competition, ‘BrightStar’ name searches, and for Home Care searches.
We have also expanded ad groups to promote your clinical capabilities, and we now offer new campaigns for special needs care, disability support, aide and attendance, veterans assistance, rehab, etc.

 AD GROUP COMPARISON

GMF Campaign MAX Campaign
Home Care Skilled Nursing/Private Duty
Senior Memory Care
Elderly Child Care
BrightStar Geriatric Care Management
Assistance Special Need/Disability Care
Care Provider Patient Treatment
The GMF Campaign uses 1/3 of the ad budget for promoting the keyword ‘BrightStar’ which does NOT benefit  local franchises who rank organically for this key search.   Your franchise name  will most likely come up organically when you Google ‘BrightStar’.   If you are organically showing up on page one for the keyword ‘BrightStar’, it is unnecessary to pay for ad position.  About 1/3 of your GMF Campaign budget is spent on leads searching ‘BrightStar’.
The GMF Campaign also drives competitor search terms, so you ad shows up when someone searches your competition’s name.  Your staff needs to be ready to steal the lead meant for your competition and understand that you are paying for wrong numbers.   If your staff is not trained on how to handle these calls you are wasting your ad budget on competitive leads.
Our MAX campaign has 5 standard ad groups:  Senior Care, Home Nursing, Companion Care, Memory Care, and Kid Care (we only trigger child care end of school year for summer care).   All our ad groups have custom landing pages.  GMF only uses one generic landing page.  Our landing pages have messaging specific to the ad group to provide more relevance to page visitors and a higher quality score from Google.
Max Ads have your telephone number in the ad so you do NOT have to pay for someone clicking on the ad to call you – saving you $ and making it easier for leads to reach you. The GMF campaign is predominately driving clicks for phone call conversion that you must pay for.

Even though we are not tracking phone leads, our campaign is our performing the GMF Campaign.   We are driving more reach, and more interaction at a lower cost per conversion than the GMF Campaign.

Bottom line…We highly recommend a supplemental campaign if you want to reach beyond the General Marketing Fund Campaign Ads.

Our cost for managing your PPC ads is  $40 per month.

Why doesn’t my business come up in search? Is the keyword in your business name?

Many of our BrightStar Care clients ask why their business does not come in Home Care searches.   We have to explain that they will not come up in a national search for the keyword “home care” because the keyword “home” is not in their business name.
BrightStar Franchises will come up for local searches, such as “Home Care *location*”,  but will not rank for home care on a national basis because of the name of the company.
The companies that are getting higher page position for HOME CARE searches all have the term “home” in their business name.  This is why Google search ads are so important to get on first page for keywords not found in your business name.
These are the area to focus on that will help get lift in page rank organically:
  • Create more web page content on “Home Care” – for example:  blog on home care issues, share stories home care/caregiver stories.  We are currently creating 2 SEO pages per month for you to help with this.
  • Syndicated press releases  on your Home Care Service/Joint Commission/Home Care Awards
  • Create listings and inbound links by adding more citation sites.
  • Send more traffic to your web site through social media and Google – increase your Search Engine Marketing budget for PPC ads and post to social media with links to your site.

Creating Video Content for SEO

The most cost effective way to create Video Content to add to your website, blog or social images-12meida channels is to shoot the video yourself (or us a local photographer) and HomePage will package it for you.   Video packages include a intro/title page, headings and subtitles, and exit page with contact info.  We can use raw video (including cell phone video) from events, client interviews, lead source interviews, etc. in to a packaged video presentation. We can also turn any power-point presentation into video and work with you on SoundCloud to do audio pitches and MP3 files for voice over video.

Business Directories and Websites – should I advertise there?

Are Online Business Directory Sites A Good Advertising Opportunity

Inbound links Sensing Traffic to Your Website from Qualified Sources Online Creates an Opportunity for Lead Conversion

When should you pay for an ad or online listing on a Business Directory or Website?

There are a  few things to ask when considering advertising on a website.

Here are questions to ask to understand if the advertising platform is the best value:

 

How visible are the site’s ads and how easy is it to find your category in the site navigation?

Do you see any predominant web banners used for ads integrated into content?

Are pages set up like a blog where you need to scroll down and one article is on top of the other?

Do you see ads in the right hand column and are they below the page fold requiring scrolling – note these lower cost positions for your ad to see if you can negotiate a reduced rate.

need content for their blog?  If a listing site is not continually updating site content and adding to the site their traffic numbers will decrease.

How much of their traffic numbers are paid vs. organic.

Find out

if the advertising platform has a presence (extension of reach) on social for an opportunity to interact there.

If the site has events listed and can you get visibility from listing there instead of purchasing and ad.  For the cost of an ad you can host an event to connect IRL (in real life)

If you decide to advertise online, you’ll need to know how many clicks the ad drives to your website.  You will need to measure interaction with ad in order to determine the success of the ad. To do this you will need to set up a specific landing page on your web site and put Google tracking code on that landing page so you can capture traffic numbers. You will also wnat to compare the traffic from the advertising platefor you choose compared to the traffic you can get from Facebook/Google.

Each answer will increase or reduce the impact of ad and help you determine comparative value.

 

State of Marketing 2015

We are confident that Social Media Marketing will continue to produce outstanding results (ROI) for businesses through reach and exposure, branding and referrals.

Here is what we’ve learned from this weeks release of the Salesforces 2015 State of Marketing Report::

  • Social media advertising, social media marketing, and social media engagement are the top three priorities for increased spending by marketers in 2015.
  • Mobile Marketing is key
  • Customer Journey is key – The way you take the customer from lead to referral source.

Read more articles about key strategies for 2015:

2015 State of Marketing Report Key Findings:

  • The customer journey is critical to business success.  In the 2015 State of Marketing report, respondents cited mobile apps, marketing analytics and customer relationship management (CRM) tools as the technologies that are most effective at creating a cohesive customer journey.
  • Budgets for social are growing more than any other digital marketing channel. There is a major shift in how marketers view social: 64 percent of marketers now view social as a critical enabler of products and services, up from 25 percent in the 2014 State of Marketing report. Seventy percent of marketers said they would increase spending on social media advertising.
  • Marketers are integrating mobile into their overall marketing strategy. Marketers are increasingly focused on ensuring they are reaching their customers with 1:1 interactions in real-time via mobile devices. Sixty-eight percent report they have integrated mobile into their overall marketing strategy, up from 48 percent in last year’s report. Sixty-five percent plan to spend more on mobile push notifications, a 32 percent year-over-year increase. Fifty-eight percent now have a dedicated mobile marketing team, up from 35 percent in 2014.
  • Email reigns as the digital marketing engine. Seventy-three percent of marketers agree that email is core to their business, and 92 percent report that email produces a return on investment (ROI). Forty-seven percent of survey participants cited click-through rates as the key metric for measuring email marketing success, while 43 percent identified conversion rate as the key metric

Read more: http://www.virtual-strategy.com/2015/01/13/salesforce-delivers-2015-state-marketing-report-reveals-top-priorities-marketers#ixzz3P6GJqmqP
Follow us: @virtualstrategy on Twitter | VirtualStrategyMagazine on Facebook
Read more at http://www.virtual-strategy.com/2015/01/13/salesforce-delivers-2015-state-marketing-report-reveals-top-priorities-marketers#7YWsQW1hGRkU6PQh.99

Key Take-Aways From Salesforce’s 2015 State Of Marketing Report

Forbes – ‎Jan 15, 2015‎

71% of marketers believe mobile marketing is core to their business, and 68% have integrated mobile marketing into their overall marketing strategy. The survey results show that more integrated mobile marketing campaigns are, the higher level of selling …

What Matters Most for Marketing in 2015?

Top Tech News – ‎Jan 16, 2015‎

“The future of marketing is building cohesive customer journeys across sales, service, and marketing interactions. It is more important than ever to connect with each person interacting with your brand, and personalize journeys based on their actions and …

Salesforce.com Sees Upswing In Social Marketing

InformationWeek – ‎Jan 13, 2015‎

Social media advertising, social media marketing, and social media engagement are the top three priorities for increased spending by marketers, according to a “2015 State ofMarketing” report issued by Salesforce.com on Tuesday. The priorities came as a …

Salesforce Offers a Peek at the State of Marketing

CMSWire – ‎Jan 14, 2015‎
It’s an even bigger world of people that marketers are trying to connect with through those technologies. The more marketers know about those people and where they get information, the better. “Everybody is dealing with the rapid evolution of marketing,” said …

Survey: Mobile Integration Makes Other Digital Marketing More Effective

Marketing Land – ‎Jan 13, 2015‎
Social and mobile marketing are seeing significant momentum and uptake by marketers according to the Salesforce Marketing Cloud 2015 State of Marketingreport released earlier this week. And mobile is increasingly seen as the keystone that holds …

New Year State of Mind: What’s Ahead for Marketing in 2015

1to1 Media – ‎Jan 14, 2015‎
Each year, marketing leaders take time to assess their current behaviors in order to refresh and realign how they do business in accordance with evolving consumer expectations. Therefore, as 2015 gathers momentum, executives must determine the best …

Survey: 70% Of Marketers Plan To Boost Social Spending In 2015

Marketing Land – ‎Jan 13, 2015‎
A large majority of marketers plan to increase their spending on social media marketing — both paid and organic — in 2015, according to a new survey. Salesforce Marketing Cloud polled 5,035 global marketing professionals about their budgetary plans for …
CMO – ‎Jan 13, 2015‎
Marketers are ramping up spending on social and mobile activities and capabilities, and see CRM, mobile apps and marketing analytics as core technologies for building customer engagement, according to the new 2015 State of Marketing Report from …

70% of marketers will spend more on social media ads in 2015: Report

Firstpost – ‎Jan 14, 2015‎

Based on a survey of more than 5,000 marketers globally, Salesforce.com’s ‘2015 State of Marketing‘ report found that 38 percent of marketers are planning to shift spend from traditional mass advertising to advertising on digital channels. Marketers plan to …

Our Response to TAG’s Request for Retraction and Clarification on BrightStar Services

Home Page wants to provide full disclosure to BrightStar on our practices, deliverables and tasks performed for each marketing channel we work on.   In our last email communication, we shared a comparison of service included in our BrightStar Service Package to what was advertised in TAG’s BrightStar’s Service Package.  The purpose of our comparison was to give franchise owner an “apples” to “apples” look at our services.   This was difficult to do because the information in TAG’s BrightStar Service Package does not elaborate on the exact tasks they perform.  Because of this we stated that the information in the comparison we provided was assumed to be correct based on what information was available to us.  We also stated that we could not fully assure that the analysis accurately represented services offered.  TAG has responded and we are offering clarification, retraction and comments on statements made based on the information they came forward with. The information they provided us still leaves questions on what exact services and tasks are included in TAG’s lowest cost BrightStar Service Package that we used as a comparison, and what services are an additional charge or part of a higher level of service than we used to compare.

For clarification, under “Support/Strategy Planning/Monthly Meeting,” we state that “TAG is an Advertising Agency and not a Marketing Agency.  TAG believes this is false, because TAG’s website expressly states “TAG Business Strategies/Digital Marketing”….Referencing a definition source may help clarify the difference (For example, see Wikipedia Advertising Agency – this is where Digital Marketing falls, and Marketing Agency directs to Marketing.  HomePage offers services beyond digital marketing, including traditional marketing such as event promotions, branding, market research, POP promotions, direct mail, print and video production.  We also have extensive social media, cable and radio advertising experience in addition to our SEM advertising background.

…Under “WEBSITE MANAGEMENT,” we state that TAG provides (i) limited customization of franchisees’ website pages and (ii) one SEO page per month. TAG says they completely customize every aspect of a clients’ pages and they publish two professionally written articles per month.  HomePage is not sure if TAG views “clients’ pages” the same as “franchise pages” – we view them as separate.   We do not know which pages are customized as TAG does not specify. Also, we don’t know where they publish their articles or if they are unique articles for each client, or the same two articles for all clients.).  In addition, TAG says they rewrite content, add service pages, and complete any other client requests.  It is still unclear if these services are by “request” only, or at an additional cost, or included in TAG’s BrightStar’s Service Package.

…Under “REVIEW GENERATION,” TAG says they implement a social outreach program designed to generate reviews across multiple sites for all clients.  We have no idea what this program consists of.   TAG did not give any examples or specific tasks preformed, nor have we seen any examples other than a landing page.  Our review generation strategy consist of very specific tasks: (1) adding links to email marketing, (2) adding links to email signatures, (3) sending email marketing messaging, (4) review request inclusion in blogs (5) linking social media posts to review sites and (6) sponsoring content promoting reviews.

…Under “SOCIAL MEDIA MANAGEMENT,” we state that TAG provides minimal social media support and does not take advantage of the most powerful social media network for SEO – LinkedIn.  TAG says they provide services for LinkedIn account holders.  LinkedIn Management is not listed as part of the BrightStar Service Package offer we compared. Correction:  TAG’s BrightStar Service Package provides less content posted to Social Media news feeds and it is not clear if they perform any of these tasks, such as including building-profiles, contact outreach, contact uploads, business LI page, join Local LI groups and manage group postings, and open position postings and ads.

…Under “SOCIAL MEDIA MANAGEMENT,” we state that TAG sets up a G+ account, but they do NOT add content.  Correction:  They do add content such as a banner photo and business information.  Clarification:  They post less content to the news feeds.  We post content to G+ twice a day each weekday and unlimited content from the franchise.

…Under “SOCIAL MEDIA MANAGEMENT,” TAG says they will upload content upon client’s request.  HomePage Marketing posts localized content weekly, without a client having to request it or be pro-active.

…Under  “SOCIAL NETWORKING” and “EMAIL MARKETING MANAGEMENT”  TAG writes “these services do not provide any value add to BrightStar’s franchisees…However, when applicable and/or necessary or advisable for its clients to attain a successful outcome, TAG provides all listed services”.  Clarification: Email Marketing does not appear to be included in the TAG BrightStar Service Package we compared.  Tag does not consider it valuable.  It is unclear what if any additional costs are associated with TAG providing these services.

…Under SEARCH ENGINE MARKETING (SEM)”, we state that TAG is an agency – TAG writes it is “not” an agency.

…Under “PUBLIC RELATIONS,” we state that TAG does not provide monthly press release services. Clarification:  TAG provides press release services “when applicable and/or necessary or advisable”.  It is unclear if TAG syndicates its releases and if their distribution reaches the same media contacts, bloggers and consumers we reach, as our releases are placed in thousands of News Sites, Blogs, Social Networks, Newspaper Sites, TV News Sites, Radio News Sites, and Search Engines.

If you have any further questions or comments about TAG services we highly recommend you speak to them directly for answers.