Case Study: BigCommerce SEO

Platform: BigCommerce
Niche: Outdoors Gear & Equipment
Goals: Increase Organic Search Traffic & Revenue
Strategy: Technical SEO, On-page Optimization, Content Optimization

 

About the Campaign

This client sells outdoors gear & equipment online through a BigCommerce website.  They began as a traditional brick and mortar store with one physical location that expanded into e-commerce a few years ago.  Their website had a good start on reputation and authority, but their site structure for categories, products, and some other technical aspects were hurting their organic traffic results from Google.

*We are keeping the client’s business name confidential since we are reveling some revenue numbers.

The Challenges

The website has tens of thousands of product, category, and informational pages.  With a site this large, we can’t just jump in and start doing work.  It is more important for us to analyze the current state and see if we can find some low-hanging fruit to start a path for strategy.

After a technical audit we found thousands of errors which were holding them back from ranking in Google searches.  Some were easier to fix, but for others we needed a developer involved.  They also had someone inexperienced in e-commerce SEO working on the site previously.  There were classic over optimization and keyword stuffing issues throughout the pages.

We were excited about the project after the audit because we knew some technical cleanup would make a big difference.

Summary Results

After a few months of technical SEO and on-page optimization of this client’s website, we were able to significantly increase revenues.  Each month since beginning the campaign, we have noticed continual growth from organic search traffic.  April 2019 was a record breaking month for the business, hitting over $80,000 in online sales.  May is on pace to break that record.

bigcommerce seo revenue analytics monthly

 

Google organic search rankings significantly increased over the first few months of the campaign.  Both category and product pages have increased in rankings and traffic each month.  Our team has been focused on optimizing one category silo at a time before moving to the next.  Below are the changes in keyword positions on Google searches as we improved the pages.

 

bigcommerce search ranking changes

 

What We Learned

The biggest takeaway for our SEO Digital team was that every website and situation is different, even within the same platforms like BigCommerce.  We uncovered a few big technical issues within the setting of the platform and in the way their developers set up the website.  These issues were having a huge impact on the way Google crawled the website and indexed the pages.

Our team has an audit checklist with over 100 items we review on each technical analysis.   It was this list that helped us uncover the top level issues – and  we actually found a few new ones to add to our list based on this project and the BigCommerce platform.

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What is an Algorithm?

You’ve heard the word before, but do you actually know what an algorithm is? Algorithms can sound intense and complicated, but the actual concept of an algorithm is simple. Learn what algorithms are, how they function in your daily life without your notice, and why they’re important to digital marketing.

Algorithm Definition

The Cambridge Dictionary defines algorithm as “a list of instructions for solving a problem”.

Merriam-Webster defines algorithm as “a step-by-step procedure for solving a problem or accomplishing some end.” They also define algorithm as, “a procedure for solving a mathematical problem in a finite number of steps that frequently involves repetition of an operation.”

The broadest definition of an algorithm is a set of rules, guidelines, or steps that produce a certain outcome or perform a specific task. While most people are scared off by the very technical sounding word, “algorithm”, at its root it is a simple concept.

The complex side of algorithms comes into play when there are many rules and factors included. Algorithms are commonly used to create complicated computer programs and solve intense mathematical equations. 

What is an Algorithm, Really?

Algorithms really can be any set of steps that complete an action. An algorithm has a finite number of steps, and is meant to solve some problem or achieve a solution of some sort. They are commonly used for calculations, data processing, or other computer and math operations.

Algorithms can manipulate data in various ways, and they are designed to do so to complete a certain task or discover a desired result.

From an everyday standpoint, we all follow algorithms frequently – we just don’t think of them as such. A recipe to bake cookies is an algorithm: you follow steps to complete a goal. Map directions are an algorithm, a set of instructions to guide you to your location. Following any set of instructions is really just following an algorithm.

On the technical side of things, algorithms are more complex. You don’t have to know how every mathematical and computer algorithm works down to the details to understand the concept of algorithms, however. They simply create a set of rules to follow and complete that process to find a result.

Algorithm Examples

There are endless types of algorithms, especially when you consider the fact that any set of instructions constitutes an algorithm. Most people think of intense code and programming when they hear the word algorithm, but there are simple algorithms as well. Here are the basics for the most common types of algorithms:

Computer Algorithms

Algorithms are strongly associated with computer science, and rightly so. Computers run on algorithms to function, performing tasks based on inputs like keystrokes or clicks on specific buttons. For a computer program to work, programmers create algorithms that tell the computer exactly what to do given any specific input.

Just like with any problem in need of a solution, there are many different algorithms that can achieve a certain task. Technology has improved as programmers create more efficient algorithms to solve problems faster, with less computing power, or by taking up less space in terms of memory and storage.

Mathematical Algorithms

Algorithms are also prevalent in mathematical equations. Since math is all about sets of rules, inputs, and answers, every math problem is essentially an algorithm.

Even when you learn basic math in elementary school, you are learning the rules to solve problems and the order that those rules must go in. You likely used algorithms without ever realizing it. Calculators use algorithms to compute answers for us, much like small computers.

Social Media Algorithms

Many people have probably heard of algorithms through discussion of social media algorithms. Social networking sites, like all websites, use algorithms to create their pages and also to display certain information to certain users. These algorithms take data from user experiences to determine what users are interested in.

The Instagram algorithm, for example, is designed to try to keep users on the platform for as long as possible. To accomplish this, their algorithm analyzes your behavior on the site – what kind of posts you like, whose posts you like and engage with, and other factors as well. The algorithm then takes that information and uses it to display content that it has determined to be most likely to interest you.

This algorithm based on your engagement and interests is why, now that Instagram’s feed is not chronological, you may notice that your friends’ posts or those of people that you like always appear higher in your feed.

Algorithms and Digital Marketing

Now that you have a better understanding of what an algorithm is and where it’s applied, you may wonder how it applies to digital marketing.

Since digital marketing is online, algorithms are really at the core of everything – the internet is essentially programmed through many algorithms, and computers are powered by them as well. Social media algorithms play heavily into digital marketing as well, since social media marketing is a huge and ever-growing field of marketing.

When it comes to SEO, algorithms are important to understand. Search engines run on algorithms to determine what results appear for what search queries, and search engines like Google have algorithms that are constantly changing and evolving.

Search Engine Algorithms

Learning how search engines work and how their algorithms display results in response to searches is vital to SEO. Since the point of SEO is optimizing websites for search engines, those algorithms affect the tactics used to get a website to rank in relevant search results.

In the earlier days of SEO, digital marketers used shady tactics, now called black hat SEO, to trick Google and other search engines into ranking their website for certain search terms.

Rather than creating a helpful, well-made website with relevant search engine-optimized content, they would just lace the page with the target keyword over and over, even where it didn’t make sense. This practice of keyword stuffing used to work, but now search engine algorithms have updated and become more complex to filter out spammy websites. 

Search engine algorithms consider a wide variety of factors to produce the results that best answer the search query. SEO experts study this algorithm and learn what works through trial and error, and there are many tactics used to help a website perform better by conforming to the algorithms.

Understanding Algorithms

The concept of algorithms is simple, but many computer and search engine algorithms are much more complex when you get into the nitty gritty. Luckily, SEO professionals can handle the details of optimizing your website for search engine algorithms, so you can focus on your business. If you’re in need of digital marketing assistance or want to learn more, contact SEO Digital Group today.

The post What is an Algorithm? appeared first on SEO Digital Group.

What is an SEO Score and How Do You Check It?

If you are like millions of people around the world, you have a website and you want to drive traffic to it.  There are a few channels to accomplish this and traffic from search engines is one of, if not, the best way to increase visitors to your pages.

So, now you want more visitors from Google.  The next big questions, how does it work?  They don’t magically show up and start reading your pages.  You need to put in a little work and tell search engines what your pages and website are about and make sure they show up in the top of search results when people are looking for what you provide.

Sounds easy right!  Not so much.  To the beginner, SEO is a complicated new language with tons of misinformation and years of updates to the algorithms.  You are lucky though, it is 2019 and there are now SEO tools to guide you through the process.

 

Check Your SEO Score Now

 

Why is SEO Important?

The goal in SEO (Search Engine Optimization) is “ranking” on the first page of results for the keywords your potential website visitors search.  For example, If you are a bankruptcy lawyer in Philadelphia you want to make sure you show up in the top of results when people search for that topic and hopefully click your website listing instead of the competition.

The higher your website is on the first page, the more clicks you get.  There are only 10 spots available on the first page so it will be competitive.

This is what your website traffic will look like if you optimize for search engines and focus on getting a high seo score.

website traffic after seo

What is an SEO Score?

There is a formula to rank your website on top of the search results.  The winning formula has what we like to call SEO factors.  If you get these factors correct, you have a better chance at beating your competition to the top of the page for the keywords you want to rank.

An SEO scoring tool will scan your website and the keyword you want to rank, then give you a score on the list of known factors for quality SEO.  The better your SEO score, the higher up in the search engine ranking your website will achieve.

The most important part of SEO is making sure each page on your website is only focusing on one main keyword or phrase.  Usually your home page should be focused on your brand/company name and the main thing to do.  If you are a local business you should also add the city or area you service.  Don’t be generic, be focused.

For example, if you sell cars.  Don’t optimize for just the word “cars”.  Maybe it should be “Used Cars in Philadelphia” or “Auto Dealerships Philadelphia”

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What’s Your SEO Score?

Enter the URL of any landing page or blog article and see how optimized it is for one keyword or phrase and we will email you a full report with seo score

The post What is an SEO Score and How Do You Check It? appeared first on SEO Digital Group.

How To Write SEO Content

Content is king in the world of digital marketing. Content is vital to improve your SEO efforts, bring traffic to your website, and keep your website fresh. Writing that SEO content, however, can be difficult.

There are proven strategies to employ when writing for SEO, which we’ll break down for you. If you take anything away from this article, however, it should be this: the best way to write for SEO is to produce well-written, informative, and relevant content.

SEO and Content

Why is content so important for SEO? In short, content brings new visitors to your website by answering relevant questions related to your brand, driving traffic and keeping your website fresh.

To learn more about why you need content, check out our blog post on why fresh content is critical for SEO.

Content Writing Vs. Copywriting

People often mistake content writing for copywriting – the two are similar, but should not be used interchangeably.

Copywriting is all about marketing – ad copy should entice viewers to buy your products or services. This type of writing heavily utilizes calls to action and other actionable language to try to get readers to make a purchase, improving conversions.

Content writing, on the other hand, is more informative, answering questions related to your brand or industry. The purpose of content is to flesh out your website and provide helpful information so that visitors stay on your website longer or return to read more.

SEO Content Writing Strategy

When writing for SEO purposes, there are strategies you can implement. The goal of SEO writing is to provide useful, informative content, of course, but you also want people to actually read that content. To get readers to visit your page, the goal is to be among the first search results for targeted keywords on search engines like Google.

Here’s where SEO content gets tricky – the SEO part. Your content should be optimized to appear for the relevant search terms on Google and other search engines. To achieve this, you’ll need a basic understanding of how search engines work so that you can tailor your writing to what search engines are looking for when they rank SERPs.

We’ve provided the key steps to take to write for SEO. Keep in mind, however, that SEO takes time and effort – your articles will not immediately appear on the first page of Google search results. Focus on creating great content, and the traffic will likely come in due time.

Find Relevant Topics

Your content should always be relevant to your brand. Writing content that is related to your products or services will bring visitors to your website who may be interested in what you offer. Sharing irrelevant content is pointless, as you may get traffic, but the visitors probably won’t be interested in what you’re selling. It also won’t help your website’s SEO efforts to rank for search terms that have nothing to do with your business.

The most successful content answers questions or solves a problem. These are the kind of things that are commonly searched for – think about it: if you need to know something, you probably Google it.

To find relevant topics to write about, consider your audience or your customer personas. Put the audience first, since your content should cater to them. Think about what questions your customers might have, either about your products or services or about your industry in general. Our blog, for example, focuses on digital marketing and SEO related topics.

If you’re stuck, check out competitor websites to see what they’re writing about. You can also utilize your keyword research to find related topics.

Keyword Research

Keyword research is one of the most important elements to writing SEO content that will actually drive traffic. It is vital to know what keywords to use that are relevant to your brand or the specific post, and which ones are searched more often than others.

There are various tools you can use to find keywords – some free and some that you’ll have to pay for if you’re serious about content writing.

Google provides a decent amount of information itself, through Google Trends, “People also ask”, and “Searches related to” tabs.

Search for your main target keyword on Google trends to find information about interest in the topic over time, by region, and related queries. The related queries box is especially useful because it provides search volume information for keywords, which tells you how many times a month that specific keyword or phrase is searched on Google.

people also ask topics

The “People also ask” and “Searches related to” tabs can also give you a good idea of what other questions or search terms people ask on Google.

searches related to on google

Paid keyword research tools can be incredibly useful, as you can find thousands of keywords related to your topic. Tools like SEMRush and AHRefs also provide in-depth information like search volume, keyword difficulty, cost per click for PPC advertising campaigns, and much more.

Whether you opt for free keyword search methods or use paid tools, make sure you look for long-tail variations, the less common but easier to rank for keywords related to the main keyword.

Where to Place Keywords

So you’ve found the most relevant, highly searched keywords related to your topic. Now what?

Knowing where to place keywords can drastically improve your SEO efforts. Since search engines crawl and index key pieces of information on a web page, placing keywords where they are more likely to be picked up can help you rank higher.

Your keywords should be riddled throughout your content. Keyword density (how often your keyword appears throughout your content) used to be one of the main focuses of SEO. This focus on keyword density led to keyword stuffing – a black hat SEO tactic that forced keywords onto a page more than it actually made sense within the content.

Keyword stuffing will no longer help your SEO efforts, as Google rewards quality content over messy, unnaturally written keyword dense content. Still, it is important to make sure your content is rich in keywords. Just include them naturally without trying to force it – if you’re writing about that topic, the keyword will organically be used frequently enough.

There are a few places that you should place keywords:

  • Your title
  • URL
  • Headers and subheaders
  • Meta descriptions
  • Image titles and alt text
  • Throughout your content

Search engine crawlers look at an entire piece of content, but higher value is placed on titles, headers, and the other elements listed above.

This does not mean that you should put your targeted keyword exactly in all of those places – imagine if every header in this post was “SEO Content” –  it would look unnatural. Use variations of keywords to provide clarity, accurately label sections of a post, and to catch long-tail variations of your main keyword.

Edit Your Content

Even the best writers need to edit their work. Make sure you read through your content to correct typos, fix any syntax errors, and add clarity to confusing sentences.

Aim to write content that flows naturally and is easy to read. You may find that you want to re-structure the sections of a post, or maybe you’ll think of another detail to include. Try to read from the perspective of someone without knowledge on the topic at hand to check how clear your writing is.

Track Your Rankings

Once your content is researched, written, and published, track its progress through Google Analytics. You can see where it ranks for specific keywords, as well as view other information like total page views, bounce rate, CTR, and more.

Tips for SEO Writing

Here are a few more tips to consider when writing SEO content!

Length

How long should your content be? There isn’t a set answer, but long form content tends to do better. See how long the top search engine results for your keywords are, and try to write to the same length. If you can write a longer post with helpful and relevant information, you may be able to move up in the rankings.

Linking

Linking is essential to SEO. Link your post to other pages on your website to share link juice and to direct traffic to other parts of your site, whether it’s a sale page or another piece of content. You should also use external links – links that go to other websites. Linking to a high authority website gives your content some credibility. Backlinks, when another website links to your page, also improve SEO.

You should also link to the source of any information that is not your own. If you borrow an image, a statistic, or a quote, link to the website you found it on to give credit.

Break Up Your Content

No one likes reading long, wordy paragraphs, especially online.

Break up your content. Creating space on the page makes it easier to read and improves the flow of your article.

You can also break up content by including relevant images, graphics, or videos.

The Effect of SEO Content

To offer you some proof of how content can drive traffic and improve SEO, check out the growth on our website, Social Buddy.

effect of seo content

We began putting out regular, keyword optimized content in January. As a direct result, our monthly traffic has grown from less than 10,000 to over 50,000 in only four months.

Need Help Writing SEO Content?

If you’re not a writer, need to focus on other aspects of your business, or feel overwhelmed researching and writing SEO content on your own, contact SEO Digital Group today!

The post How To Write SEO Content appeared first on SEO Digital Group.

What is Retargeting and How Does It Work?

If you’re active online, it’s probably happened to you.

Let’s say you’re browsing through a store online, you click on a few things, but ultimately you decide not to buy anything. The next day, you’re scrolling through Facebook or Instagram, or searching for something on Google, and there it is: an ad for the same thing you looked at yesterday.

If this sounds familiar, you have experienced retargeting firsthand. Retargeting is a method of advertising online that purposefully targets people who have shown interest before.

We’ll break down how retargeting works and how you may be able to use it to find new leads, customers, and to improve conversions and ROI for your advertising efforts.

Remarketing vs. Retargeting

Retargeting and remarketing are very often used interchangeably. In general, they are the same concept.

The difference between retargeting and remarketing is small. Retargeting generally refers to redisplaying ads to people online who have viewed your products before. This is usually done through cookies or a pixel on your website; we’ll get into that later.

Remarketing is more specifically about retargeting via email. If someone visits your website and provides an email address, you could remarket your products or services through email marketing or newsletters.

These two terms still mean essentially the same thing; the difference lies only in how you try to bring them back in to convert into paying customers.

How Retargeting Works

Retargeting generally works through two mediums – either a retargeting pixel, or retargeting lists.

Retargeting Pixels

Retargeting is often based on cookies – most websites use cookies to track your activity online. Cookies are small files that hold information about you, your browsing activity, and your behavior on the internet.

Websites that use this retargeting method install a short piece of code on their websites, called a pixel, that drops a cookie when you visit their site.

When you return to the internet, the cookie alerts the business, or more likely their ad account manager, so that a new, retargeted ad can be placed in front of you on social media or on the Google display network.

Often, this retargeted ad will show you the same specific products you viewed before, or it will use language reminding you that you left something in your cart, forgot to complete your purchase, or any copy to try to get you to come back and convert.

Retargeting Lists

Retargeting lists are slightly less automated. These lists are generally made up of people who visited your site and provided information, like an email address. You can use lists of previous customers or visitors to target those who have purchased or shown interest in purchasing your products or services in the past.

You can use your retargeting lists to specifically market to those users whose information you have on different platforms, whether its Google ads, Facebook, Instagram, or another retargeting platform.

Why Does Retargeting Work? 

Retargeting is effective because very often first time visitors to a site are not ready to buy. In fact, research has shown that 96-97% of first time visitors to a website are not ready to purchase – meaning that retargeting is necessary to convert interested potential customers into paying ones.

Retargeting generates sales and profits because it keeps potential customers aware of your brand. Every time your brand is displayed, greater brand awareness and trust is built with the person you’re retargeting, and improved brand recognition can lead to sales.

Retargeting Goals

There are two main goals when it comes to retargeting: improving brand awareness and increasing conversions. Retargeting keeps your brand front and center for those that have seen it before, keeping it fresh on their minds so that they may eventually come back and convert.

Awareness

Brand awareness and recognition is important to build trust, eventually make sales, and hopefully build a loyal client base. When retargeting to build awareness, you may be focused less on customer conversion and sales, however, and more on simply reminding potential customers about your business.

If your retargeting campaign goal is awareness, retarget with ads that are informational. Share announcements, product details, or other info that is more about capturing attention rather than making sales.

When promoting awareness in your retargeting ads, it can be helpful to target specifically those who were not as interested. If some people went to your website for a very short amount of time and didn’t click on much, it may be helpful to target them with ads focused on awareness, since they are probably less likely to convert right away anyway.

Conversion

Conversion is the ultimate goal of retargeting, as the purpose of advertising is to help grow your business and hopefully improve your return on ad spend so that your marketing campaign is profitable.

When retargeting for conversion, make sure that your copy has a clear call to action, and that your ad is CRO optimized. Conversions are more likely to happen with returning customers who have purchased something before, or with those who seemed interested. If they added something to a cart, or stayed on your website for a while and clicked around, it’s more likely that they’ll convert.

Conversion does not necessarily mean sales, so you can also aim for conversions like filling out forms, signing up for a free trial, or any desired goal that takes them one step further into the sales funnel. Ensure that your image, copy, and calls to action reflect what action you want potential customers to take.

Retargeting Best Practices

Your retargeting strategy is dependent on your business, your advertising goals, and various other factors. In general, however, there are ways to improve upon and make the most of your retargeting efforts. We’ve compiled a few tips for the best practices when retargeting.

Retarget by interest. You can segment retargeted audiences so that less interested visitors get different ads than more interested visitors. Send more awareness-based, top of the funnel ads to those who spent less time on your website, and send conversion optimized ads to those who expressed more interest or supplied more information.

Retarget over time. You can choose how long you want a retargeted campaign to run – most ad accounts like Google and Facebook have a default setting of 30 days after the initial visit. You can set parameters for how soon after the initial visit and how frequently you want retargeted ads to be shown. Be careful not to show a retargeted ad too soon – if they leave your website and immediately see an ad, they may feel creeped out or annoyed. You should also be careful not to bombard users with the same ad over and over again.

Retarget existing customers. Customers who have purchased something from your brand before are more likely to purchase again (assuming they had a good experience). Retargeting prior customers can greatly improve profits and conversions on your retargeted ads. While building a new client base is important too, it’s also useful to increase the lifetime value of your existing customers.

Make an offer. Some of the most successful retargeting ads make a new offer to improve conversions. If someone viewed a product but ultimately did not decide to buy it, offering a deal or coupon of some sort in your retargeted ad may get them to come back and make the purchase. Offering an incentive of some sort can greatly improve your retargeting efforts and drive sales.

Conclusion

Retargeting may not be the best solution for every business, but it can be extremely effective for some. Consider whether retargeted ads would work for you, or contact a digital marketing company to discuss your best course of action.

The post What is Retargeting and How Does It Work? appeared first on SEO Digital Group.

What is CPM?: Cost Per Thousand Impressions

If you’re new to the digital marketing scene, it may seem like there are endless acronyms to learn – PPC, CRO, CTR, and many more. One term you should learn and incorporate into your digital marketing strategy is CPM.

CPM means the cost per 1000 impressions. This is a useful metric to better comprehend the effectiveness of your advertising campaigns, and adds context to your ROAS and overall ROI for marketing efforts.

Learn more about CPM and how you can use it to improve your business’ marketing.

What Does CPM Stand For?

CPM actually stands for cost per mille, as mille is Latin for thousand. In this way, CPM means cost per thousand, referring of course to a thousand impressions.

CPM Definition

Now that you know where the “M” in CPM comes from, what does CPM actually mean? As stated, CPM measures the cost per one thousand impressions. Impressions are the number of times an ad is displayed and viewed by someone online. CPM, then, measures how much it costs to display your ad 1000 times, hopefully to a targeted audience and potential future customers.

CPM is a good metric when you want to assess how an ad campaign improved brand awareness, as it only looks at how many times the ad was seen, not how often it was clicked or how it led to conversions.

Cost Per Thousand Impressions

Different advertising models use different metrics. PPC campaigns, for example, would be more concerned with CPC, cost per click, since advertisers pay per click in that method. CPM is better used in ad campaigns that hope to spread brand awareness. While your ad can still be optimized for clicks and hopefully conversions on your website, CPM only looks at the cost to show the ad.

You can often better understand how effective an ad is by considering other metrics like click through rate, which tells you how many of those who saw the ad clicked on it. Click through rate does not definitively tell how worthwhile the CPM was, since those who did not click may still remember your brand and become customers in the future.

CPM Bids

When advertising and paying based on number of impressions, advertisers bid how much they are willing to pay as a CPM. Generally, an ad is run over a certain number of days, with a budget for the total length of the campaign.

Let’s say you want your ad to reach 5000 people per day, and your advertising budget is set at $20 per day. Your CPM would be $4 (see math below).

5000 people per day / 1000 impressions = 5

$20 per day / 5 = $4 per 1000 impressions.

Many people ask what a good CPM is, but there isn’t one correct answer. Your cost per 1000 impressions should be valued based on how valuable you believe those impressions are to your business. If you think showing the ad is worth it, you may be willing to pay a higher CPM.

When To Use CPM

CPM is a great way to pay for ads, depending on your goals. If you’re trying to improve conversions or sell a certain product, other marketing strategies are probably more effective, like pay per click, which would be measured using CPC instead.

CPM is a good metric to use when your goal is more about visibility than conversions or clicks. Of course, ideally people will see your ad and click through to convert, but basing your advertising cost on impressions is more about brand awareness. Use CPM if you’re trying to get your brand name out there, or to market a new deal or other new piece of information.

CPM is also helpful when advertising for a very targeted demographic. If you are placing the ad on a highly relevant website that is related to your brand, CPM will be helpful because those impressions may be worth more than random ad impressions on a broader site like Google.

CPM can also work in your favor when you are trying to convert, but make sure your ad is conversion rate optimized and that it is likely to drive clicks, conversions, or sales.

The post What is CPM?: Cost Per Thousand Impressions appeared first on SEO Digital Group.

SOV Meaning: Share of Voice

Digital marketing efforts are measured with a wide range of metrics, and there are many acronyms – CPC, CRO, CTR – that may be confusing to those not in the marketing field. One marketing metric you might not be familiar with is SOV: share of voice.

Read on to learn what SOV is, how it is calculated, and how you can use this metric to improve your business’ marketing and advertising campaigns.

Share of Voice Definition

A definition from Hootsuite defines share of voice as a metric that “helps you understand how your brand or company is performing in comparison to your competitors”.

TrackMaven states that share of voice “measures how much of the conversation with target consumers your brand owns versus your competitors”.

A more traditional definition from Brandwatch calls share of voice “how big your share of advertising is compared to all of your competitors”.

Share of voice used to measure only advertising, but now can be used to look at your performance compared to competitors across different marketing platforms. This metric essentially determines how much of the market your brand controls in your industry.

What is SOV?

SOV, share of voice, is an advertising metric that measures how much of the market your brand owns, relative to competitors. It essentially benchmarks your brand visibility within your specific industry. Share of voice refers to how much of the conversation (digitally speaking) your brand dominates.

The higher your brand’s share of voice, the more popular and relevant your brand is in your industry. A high SOV likely means you are an authority in your field, and therefore likely to win over potential new customers and gain better ad exposure and brand awareness online.

SOV usually refers to the share of voice in paid search advertising, like PPC campaigns. By this older definition, SOV refers to the amount of ad exposure you receive compared to competitors.

Now, SOV can be applied to more than just paid search. Compare SOV across metrics including social media engagement, SEO, overall profits or ROI, impressions, or any other metric in which you can measure your hold on the market compared to competing businesses.

Share of Voice Calculation

Share of voice can be calculated for a few different metrics, but the general calculation is as follows:

(Your Brand Metrics / Total Market Metric) x 100 = Share of Voice

Depending on which metric you want to measure, you may be able to calculate SOV yourself. Often, it is easier to use an analytics tool like Google Analytics, Google Adwords, or some other analytics software.

Why You Should Measure SOV

Share of voice can be a useful metric to consider, especially when looking for a competitive analysis of how your business is performing relative to others in your industry. SOV tells you how your business fares compared to competitors, and tracking SOV over time can show you where you’ve lost or gained ground in your market.

Calculating share of voice across different platforms can also help you recognize where your business falls short. Maybe you have a dominant share of voice in your market on social media, but your SEO SOV is lower. This could tell you where you need to refocus your efforts and improve your business’ overall share of voice and marketing in general.

Tracking SOV can also tell you whether or not new ad campaigns or changes to your website, social media, or marketing strategy was effective. If you try a new ad campaign and your SOV declines, it may be a sign that your ad needs work.

Conclusion

SOV is a helpful metric to better understand how your business fares compared to competitors in your industry. Share of voice can help you see how much of the market you dominate, but it is far from the only metric you should consider when assessing your digital marketing strategy. Learn more key marketing terms and how to improve your marketing plan by visiting our blog.

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