Search engine marketing (SEM) may sound like a simple concept, but with the ever-evolving world of changing algorithms, enhancing search engine results pages and the increasing focus on local and social results, this world has become increasingly complex for even the most experienced marketers to navigate. Fortunately, there are some simple audits for your SEM plan to find out why your strategy isn't working.
Your Keyword Strategy Isn't Good
According to Forbes, recent updates to Google's search engine algorithm have removed the focus from direct keyword matches in 2016. Instead, the search engine giant uses a complex system that determines user intent and attempts to find pages that match broad topics rather than specific words. So, for instance, a consumer who searches for "Pet Care 32837" will get results for grooming salons in Orlando, Florida.
Because there isn't so much of a focus on matching keywords exactly, marketers need to adjust their keyword strategy, mixing short-tail and long-tail keywords to broaden their reach as much as possible.
You're Relying On the Same Old Call to Action
While you may have found an effective call to action (CTA) that has worked well for your company in the past, if you've been using the same old CTAs for more than a year, it could be affecting your conversions. According to Entrepreneur, the best CTAs in the modern marketing climate will be simple, personal and inspiring — all at once. It's a tall order to be sure, but with some creative out-of-the-box thinking — and some investments in A/B testing — you can ensure that your CTA is as strong as possible and converts as many customers as possible.
You're Changing Too Radically
While it's probably a good idea to stay on top of the latest trends involving Google's search engine algorithm, there's such a thing as too much of a good thing. If you're radically changing your strategy every few weeks in response to small changes with Google's algorithm update, you could sabotage yourself. Instead, stick to established SEO practices, keep your eye on upcoming trends and you'll find yourself on the road to success.
There are many factors that can affect your SEM strategy. If you're doing any of the above three things, it's time to drop these bad habits for something new.