5 SEO Secrets to Boost Your Small Business

Sometimes running your business feels like being back in high school, it is all about being visible and doing everything in your reach to get noticed by your crush, or even better getting asked to go out to prom! Fortunately, it is just a feeling that kicks in when our content is not getting the results we want but it is easy to fix. Learning how SEO improves your brand visibility is an exciting part of your entrepreneurial journey – ok, maybe not as exciting as going to prom, but almost- but discovering the 5 SEO secrets that get you greater visibility on Google, well… that feels like being crowned queen!

Every small business owner knows that search engine optimization (SEO) is an essential marketing technique for businesses of all kinds and sizes, from multinational corporations to solo consultants. In the digital age, when consumers increasingly go online to search for companies, services, and products, ensuring your small business shows up on that coveted first page of search results is the ultimate form of word-of-mouth referral.

The question we always get is if there are SEO secrets to rank faster or lower ad cost, the short answer is no. There are guidelines, best practices, and tactics to optimize your digital presence, and those are the ones that are often overlooked. Before telling you the 5 SEO secrets to boost your small business ranking, let’s do a quick recap on what your SEO strategy should include.

SEO Best Practices

If you are a small business looking for online visibility, you already know that SEO is one of the most misunderstood and overhyped marketing strategies.

First, it is frequently misunderstood because it is so powerful that it can take a product to fame and fortune overnight or bury it in Google’s black hole of search results where it is never found.

Second, it is overhyped because of its technical aspect. Everyone is looking for SEO secrets to rank; but you need time, dedication, and creativity to implement those “secrets” and fine-tune your online presence. Which most small business owners do not necessarily have, or they need to focus on growing the business. SEO is not a magical cure for online visibility; it is a marketing strategy that helps position a brand in search results.

Create Quality Backlinks

Backlinks are the “oil” that keeps your SEO crank turning, and they are the fuel that keeps your SEO engine running and brings traffic to your website.

Unfortunately, many business owners and marketers have a feeble understanding of backlinks and how they work. Often, the emphasis is on the number of backlink acquisitions rather than the quality.

But, an excellent backlink is more than just a link to your website; it is a piece of Google’s trusted network of websites that point back to yours. This means that your backlink will have a higher chance of being spotted by Google, which could boost your search engine optimization (SEO) optimization and a rise in your website’s Google ranking.

Tip: 3 rules for creating quality backlinks

  • Target sites with similar content – When linking to another website, focus on the main topic of that site. Target sites that have a lot in common with yours increase the chances of your backlink being noticed and acted upon by Google.
  • Use Internal Linking – That is, linking from one page to another within your website. Great examples are links from one page to another within your blog or between different sections of your website.
  • Collaborate as a guest author/blog – Target high-quality and high-traffic online media outlets that align with your business values and industry for backlinks referrals. This increases website traffic and your page quality.

Make Your Website Load Fast and Friendly

One of the most important factors that Google considers for ranking results is loading speed. If your website takes too long to load, Google will assume that the site is faulty or broken and will lower your website’s rank accordingly.

Although loading speed is not a direct reflection of your SEO, it indicates how your site is performing and whether users are having any issues with the load time.

Tip: Think Mobile First!

  • Use a website builder with responsive layout themes- Many website owners are hesitant to use a website builder because they think it will take away from their SEO. However, website builders are excellent and can actually help with your SEO.
  • Use images in .jpeg format and logos in .png to reduce loading speed. Of course, you can be more thorough and convert your images to WebP format, but as they say, “work smarter, not harder.”

Write Great Content

Content is king, and engagement is queen! If you’re going for conversion rates, focus on higher-quality content over quantity.

And, since Google desperately seeks content that is relevant to what end users look for, your website will be given a boost in the form of better rankings.

Google favors content that provides answers and a great user experience. Make sure to divide the content into easy-to-read paragraphs, include images, and have a reasonable length of between 900 to 1,500 words.

No matter how you feel about it, good or bad, SEO marketing does boost your small business.

View from the top of female hands typing on a laptop

Following SEO best practices gives your brand a fighting chance to get that coveted Google ranking. But if you want to supercharge your marketing strategy, start with these 5 SEO secrets of SEO marketing right away to boost your rankings:

Secret #1 Meta Tags

While your content is incredibly important, your meta tags are the best-kept secret.

A Meta tag is an element on your web page that you can’t usually see without going into your web browser’s settings and viewing the HTML source code of the web page, and it is visible only to search engines.

You need to pay attention to two meta tags: Title and description.

The Title tag is the head section of a web page, the first line that appears in the search result.

Tip: How to write Title tags that rock!

  • Keep it short, no more than 60 characters.
  • Descriptive with emotion, eye-catching, that provokes a reaction.
  • Each title should be unique per page, no more than 160 characters.

Description Meta tag, literally, describes what the page is about. Every website builder has a specific section to include the meta description. You can use a plugin that helps you optimize your meta.

Tip: How to write better Description Meta tag:

  • Each description should be unique per page.
  • Don’t duplicate the Title tag. It is premium real estate don’t waste space.
  • Keep the length to 1-2 lines, no more than 160 characters.

Secret #2 Use Google Analytics for on-page analysis

Don’t be afraid to log in to your Google Analytics accounts and start monitoring visitors, sessions, bounce rate, time on site, and referrals on a page-by-page basis.

Yes, use the dashboard as a starting point, but pay close attention to the performance of pages you have products or services you want to rank for. With your Google Analytics data, you can identify these areas and adjust your strategy as necessary.

Secret #3 Add Schema Markup to your Website

One of the most important SEO tips you will ever hear is to use schema markup.

Schema markup is the code that tells search engines what your content is and allows them to present your content better.

If you are using WordPress, adding a schema markup is effortless with a plugin like Yoast SEO that takes care of it for you. If you use Wix or other website platforms, you need to do that manually.

Secret #4 Longtail Keywords

Focusing on long-tail keywords is another top SEO tactic because they can push your content out when there is a lot of competition in your market or for the exact keywords you want to rank for.

With Google’s changes in search results, small businesses can benefit enormously from this strategy. It helps attract visitors with a particular query/question, thus, increasing leads and conversion rates.

Secret #5 SERPs matching

The best way to coveted search engine results page (SERP) ranking is to match your products and services with what consumers are actively looking for, understand the query’s intent, and include keywords short and long that respond to that phrase.


Conclusion

As you can see, SEO is a nuanced and delicate practice that requires dedication, precision, and a healthy dose of creativity to succeed.

Pay attention to your SEO, and with a few easy edits, you can get your small business on the right path towards greater visibility on Google.


Whether you need a one-time service or looking for a marketing partner, we have options that fit your needs and budget. We work with women-owned small businesses in the following niches: coaching, professional services, education, and organic/natural beauty care niche.

You can have an SEO marketing partner that helps your business have more visibility, attract more clients, and increase customer referrals.

Focus on growing your business while we focus to improve your SEO.

Let’s get social! Find us on LinkedIn.

5 Benefits of Social Media Marketing For Small Business Growth

It is well known that limited access to capital is the number one challenge small businesses face for business growth or even survival. But with the right social media marketing, small businesses have an opportunity to set themselves up for a better chance of success.

Social media marketing is a crucial channel for driving traffic and growing revenue. As more people move online, there are more opportunities for small business owners to reach the people looking for their services.

Benefits of Social Media Marketing

  1. Increase brand awareness: The visual nature of social media platforms allows you to build your visual identity across vast audiences
  2. Connects your business: social media enables you to turn your business into an active participant in your market. 
  3. Drive traffic: Between the link in your profile, blog post links in your posts, and your ads, social media is a top channel for driving traffic (online or foot traffic).
  4. Generate leads and customers: You can also generate leads and conversions directly on these platforms through features like Instagram/Facebook shops, direct messaging, call to action buttons on profiles, and appointment booking.
  5. Build relationships: These platforms open both direct and indirect lines of communication with your followers, potential leads, and loyal customers.
crop woman with open sign
Photo by Ketut Subiyanto on Pexels.com

Use Professional Tools (pst… they are free!)

Smart business owners know that posting on social media is not enough to reach new customers and have business success. It requires ongoing learning, digital transformation, and a self-starting mindset to bring the desired outcome.

Learning how to manage your online presence and bring your brand to life in a consistent format is crucial for connecting with the right audience and generating qualified leads that ultimately get revenue.

Fortunately, the internet gives access to many tools and resources, at a low cost or even free! With so many options available, every small business owner can design a bright future.

These are some of the free tools every small business owner should have to create and manage social media like a pro.

  • For design content: Canva, PicMonkey, Adobe Spark
  • Schedule and manage content: Facebook business manager, Later, Planoly, Loomly
  • Email marketing: MailChimp, Mailerlite, Omnisend, Drip.

SMBs CAN compete against Giants.

While it may seem impossible to take on large or well-established businesses; with the right social media strategy, small businesses can get a piece of the market without breaking the budget.

  • Attract early adopters
  • Personalize engagement
  • Focus on SEO and search intent
  • Pivoting is every small business superpower.

It is not impossible to get a piece of the market, all you need is a solid social media marketing strategy, including SEO and user data. By enabling you to personalize experiences, keep information consistent and respond flexibly to trends, these improvements provide the tools you need to fend off the competition.

Where to Get Free Training


Whether you need a one-time service or looking for a marketing partner, we have options that fit your needs and budget. We work with women-owned small businesses in the following niches: coaching, professional services, education, and organic/natural beauty care niche.

You can have a SEO marketing partner that helps your business have more visibility, attract more clients, and increase customer referrals.

Focus on growing your business while we focus to improve your SEO.

Small Businesses Need Content Marketing to Grow

Content marketing is a powerful way to establish your presence on search engines and social media. It involves the creation and sharing of online material like videos, blogs, posts, and downloadable material that do not explicitly promotes a product or service but it is intended to grab your audience’s attention and pique their interest. 

Importance of content marketing     

Content marketing helps you have a more intimate connection with your customers because you share quality valuable information that would more likely motivate visitors to your website to feel more engaged and motivated to take action after consuming your content.

Content marketing is not only about blogging and videos, you can combine different types of content, like e-books, educational videos, podcasts, and infographics to create a cohesive message.

3 benefits of content marketing for small businesses

In a nutshell, content marketing drives visitors to your website when you offer high-quality and interesting content to your audience, generating leads and growing sales.

  1. Users rely on search engines to find answers to their questions and challenges. When you use compelling stories that engage readers’ attention through storytelling techniques like infographics and case studies with testimonials from real customers, your small business can increase its online visibility by driving traffic back to your website where you are able to create more on-site content which will help you achieve higher domain authority. 
  2. More quality posts and pages indexed on search engines give you more opportunities to rank in more search queries. When you collaborate with other small businesses with a guest post or new articles, your referral traffic and social traction (and followers) grow improving conversion potential for visitors who have been exposed to the brand via search engines and other digital channels.
  3. Creating content that answers your audience’s challenges and questions builds stronger customer relationships and improves brand reputation because it helps people feel confident about purchasing something from you so much so that they’ll share your story across social platforms leading others down this same path towards making a purchase decision themselves.

Main challenges for small businesses when it comes to content marketing.

Google has made it very clear that if you want your website to rank, you need to publish quality, relevant content for your audience constantly, and here is what almost every small business owner struggles with. Content marketing has many advantages, but there are three main challenges every small business has when creating content for its brand.

  1. It is time-consuming. This is the number one reason why small businesses do not include content marketing in their strategy. Simply put, there is not enough time in a small business operation to do market research, competitive analysis, keyword research, and write about 1,000 words per article. And that is not counting editing, uploading, and engagement.
  2. It can be tricky to come up with new ideas. Your content competes against the cutest kitty on the internet. Coming up with relevant and useful topics to keep your audience engaged is a challenge for many small business owners, but focusing on solving a problem, or educating your audience on how to use your products is a good way to start brainstorming new ideas. 
  3. Keeping up with the latest updates and trends is exhausting. Updates to search engine algorithms and social media platforms impact content in different ways: distribution, reach, engagement and traffic. For a small business owner keeping track of updates might be fun in the beginning, but as the business grows and orders come steady, it is hard to index and drive traffic. 

Conclusion

Creating a unique and interesting content strategy is a long-term goal to position your brand, promote your business and grow a loyal fan base that will generate constant leads and sales.

Content marketing goes beyond boosting your engagement and establishing the tone of voice for your brand, it creates authority and trust.

If you want a solid content marketing strategy that creates long-term results for your small business, consider cost-effective solutions like outsourcing.


Whether you need a one-time service or looking for a marketing partner, we have options that fit your needs and budget. We work with women-owned small businesses in the following niches: coaching, professional services, education, and organic/natural beauty care niche.

You can have an SEO marketing partner that helps your business have more visibility, attract more clients, and increase customer referrals.

Focus on growing your business while we focus to improve your SEO.

Let’s get social! Find me on Instagram or LinkedIn

Social Media Trends You Need to Know for 2022.

The need for human interaction amidst the pandemic forced us to re-think the way we do business and reach new customers. Social media helped small businesses stay afloat and in many cases, catapulted them to success after their promo videos went viral on a TikTok challenge or Reel.

Social media is changing towards a more intimate experience where brands can introduce their products and services using creators that have smaller and authentic communities but highly engaged and active users. Small businesses have already capitalized from the use of social media, but this new trend, moving away from massive influencers towards fan base movements is something to understand to keep the sales coming.

a woman holding a wooden tray
Photo by Ron Lach on Pexels.com

The Future of Social Media

So we reviewed several reports on what the future of social media holds for 2022, and overall we see two main topics: The rise of content creators and a smaller, yet, more engaged communities.

These two small trends will have several implications for marketing campaigns, allow me to elaborate.

Partnerships first.

Smart marketing agencies and brands will partner with creator communities to learn more about customers, simplify content creation and build brand awareness instead of building a community from scratch or paid focus groups. 

For example, retailers partner with style bloggers, Instagram fashion personalities, or TikTok DIY enthusiasts with the goal of reviewing products and curating merchandise for their customers and keeping them updated with events that would allow them to engage. This unconventional way of working and marketing makes the brands seem more relatable and unique than big companies.

Because customers trust the opinions of the community and thus buy the product more if they like it, authentic content creators will not easily sign up for a partnership contract that goes against their brand’s identity and values or that will jeopardize their fan base.

The rise of TikTok, Pinterest, and Snapchat Ads

This year, marketers have clear plans to invest more money in social ads, but towards more platforms that are perceived more authentic by the consumers, such as TikTok, Pinterest, and Snapchat, contrary to Facebook and Instagram that have been under scrutiny lately.

Although Facebook will continue to keep a vast chunk of the marketing budget, social media platforms with fewer controversies will have a surge in ad spending.

Social Commerce

Businesses will no longer use social media only for brand awareness or customer service but as an innovative retail experience where content creators will share their “inside scoop” to the community and offer members-only deals. 

positive black woman talking to radio host
Photo by George Milton on Pexels.com

What it means for Small Businesses

Lots of trends to know of but how can you maximize these huge social media trends and ensure your small business will benefit from them?

First, be a hero and keep your customers happy and engaged. Social media is a keyspace to reach an audience with the right message at the right time. It may seem like a daunting task to but with a problem-solving mindset you can nurture your fan base and partner with the right content creator that will take your business to the next level.

Second, it doesn’t matter if you don’t have a large budget to partner with a well-known content creator, you can showcase employees demonstrating your product, create short live videos, and showcase videos from your customers using the product.

Third, create a unique and interesting content marketing strategy to get your small business noticed but also keep social media users returning to your profile brand.

  1. Include creative illustrations to draw attention to messages.
  2. Use more live videos that allow creators to connect more with their fans.
  3. Tap into built-in chat tools to facilitate feedback.
  4. Use calligraphy fonts and create a welcoming and warm feeling.
  5. Include visual tagging to highlight products and services.

Conclusion

The social media trends in 2022 will be pushing for a more intimate experience where brands can introduce their products and services using creators that have smaller and authentic communities but highly engaged and active users. 

A smart strategy for small businesses for 2022 should be using social media as a keyspace to reach your audience with the right message at the right time and diversifying ad spend into platforms that are less intrusive or community prone like Pinterest, TikTok, Twitter and Snapchat.

Also, consider being a hero and solve customer’s problems before they happen creating content, videos, tips, tricks, or tutorials and offering social-first offers to nurture your fan base. 


Whether you need a one time service or looking for a marketing partner, we have options that fit your needs and budget. We work with women-owned small businesses in the following niches: coaching, professional services, education and organic/natural beauty care niche.

You can have a SEO marketing partner that helps your business have more visibility, attract more clients, and increase customer referrals.

Focus on growing your business while we do the heavy lifting.

Let’s get social! Find me on Instagram or LinkedIn

6 Top Online Shopping Trends You Need To Know Of

I love movies, and one of my favorite’s Christmas comedies is Arnold’s Jingle All the Way (1996) where two parents are both desperately trying to purchase an action figure for their respective sons on a last-minute shopping spree on Christmas eve. The interesting part of this movie is that it was inspired by real-life seasonal toy sell-outs and Black Friday blowout sales. If that chaos was a common thing 25 years ago; now imagine what a pandemic economy, supply chain woes, labor shortages and limited inventory capacity will do to the holiday online shopping experience. 

Fortunately, Google search and social media makes our gift giving less chaotic because more brands and small businesses showcase their products and we, the consumer, can look for online shopping recommendations, inspiration and last-minute gifts without fighting Santa’s helpers to get our hands in the precious toy.

Jingle All the Way (1996)

Whether you are planning your gift giving list, you own a small business or are in charge of the marketing campaign, there are some interesting trends for this upcoming holiday season you should keep in mind.

Holiday Sales

According to Google, BigCommerce and eMarketer, holiday retail sales will grow 2.7% to $1,093 trillion and e-commerce will surpass the $10 billion mark in Black Friday and Cyber Monday sales alone.

Deloitte, on the other hand, forecasts that e-commerce sales will grow by 11-15%, reaching between $210 billion and $218 billion this season. The interesting side of this trend is that restaurants and service providers will grow at a faster pace due to consumers feeling more comfortable being outdoors now that vaccines are available, while retail will continue to grow at a steady pace by 7-9%. 

40% of U.S. shoppers have already started their holiday shopping, according to new research from Google and Ipsos.

Shipping and Handling

Because of shipping delays and labor shortages, delivery companies face a “capacity crunch”, retailers most likely will turn to gig economy companies like DoorDash, Instacart and Postmates to deliver the merchandise. 

Large retailers like Bed Bath & Beyond, Best Buy, Banana Republic, PetSmart and Sam’s Club have already partnered with these delivery companies for this upcoming holiday season. Although small retailers can benefit by using delivery services, the returning process is still a concern due to S&H costs and software limitations.

Curbside pickup and BOPIS are here to stay. Although they prove to be useful during the pandemic; consumers want to keep this modality as it is convenient to research products online and then buy them in-store, buying them online skipping the line and picking them up at the location, attracting foot-traffic and increasing brick and mortar sales.

Social Media

92% of online shoppers will continue using social media in their decision-making process. Because consumers expect supply chain delays, shoppers are using Google Search, Bing and Instagram to help them find retailers that carry products they have in their gifting list.

E-commerce platforms like Shopify and Bigcommerce will continue to integrate social media to list their catalogs. Although the most common platform is Instagram, Google Merchant Center is making its move offering free listing to retailers, SEM with optimized catalogs can see up to a 3.8% increase in website traffic. 

US retail sales through social media will rise by 34.8% in 2021, reaching $36.09 billion, according to eMarketer.

Small Businesses

60% of U.S. consumers say they will shop more at local small businesses to support job creation and the local economy. 

Because of the pandemic, local shops now have an online presence capturing consumer interest early on and offering a more personalized experience, securing foot traffic and sales. However, lack of IT infrastructure and a better understanding of e-commerce practices will continue to challenge small business owners operations and budget.

Mobile Online Shopping.

Approximately 61% of Google search results come from a mobile device and retail buying through mobile devices accounts for almost 54% of online orders, according to Statista. 

Mobile online shopping, or M-commerce, will rise in the coming years as e-commerce grows to become a larger portion of total U.S. retail sales. Shopify forecasts that this channel will likely grow 12.2% in 2021, beating traditional ecommerce and in-store shopping. 

Search engines are clocking onto this and penalizing sites that don’t deliver seamless mobile shopping experiences. Google’s shift to mobile-first indexing, for example, takes the mobile experience of a site into consideration when determining where each page should rank—even if the searcher loads it on a desktop.

Direct To Consumer Retail

BlueCart expects the DTC market to grow in 2021 to $20 billion worldwide. This is a 15% increase year-over-year and the trend will continue to grow at a steady pace. Artisan food with a subscription model dominates the DTC industry, followed by fashion technology and pets.

Social media trends (unboxing experience) boosted DTC sales while at the same time caused DTC companies to invest in custom branded packaging, a trend that will continue as new Instagram or TikTok challenges emerge.

Consumers expect delays for their holiday online shopping and, contrary to past experiences, are more open than ever to using social media to find new brands and shop locally to get what they want.

Key Points

  • Search engines and social media will continue to help shoppers find retailers that carry products they want.
  • Because of delivery and logistics crunches, BOPIS will continue to be preferred by consumers, attracting foot-traffic and increasing brick and mortar sales.
  • M-commerce will rise in the coming years as e-commerce grows to become a larger portion of total U.S. retail sales.
  • US retail sales through social media will continue to rise.
  • Personalized experience using automations and customer service will increase conversion rate for online shopping. 
  • For local small businesses, Google My Business and Google Merchant Center will continue to be the best option to list their products and attract foot-traffic to their shop.
  • For DTC and home-based businesses, advertising on social media channels and using search ads for M-commerce will most likely improve the conversion rate. 
  • Consumers will continue to shop from brands that recognize, remember, and provide relevant offers and product recommendations. 
  • Personalizing online experience can increase conversion rates by 5% according to McKinsey.

What are GR Notes?

I believe valuable content should be accessible, that is why we created GR Notes, a free resource with important information for marketers, businesses, and creative geniuses who want to keep ahead of the competition.

Every Friday I will be sharing highlights, key points, and foreseeable trends on digital marketing topics that matter to you. Think of GR Notes as flashcards, but way better.

Down the rabbit hole

Better known as that extra just for the geek inside you 😉

Glossary
  • DTC Brands: Direct-to-consumer brands are known for selling directly to customers online, bypassing the “middlemen” of wholesalers and retailers. Associated with Millennial shoppers. Some examples include Casper, Harry’s, Rent the Runway, Dollar Shave Club and Stitch Fix
  • BOPIS: Buy Online, Pick up In-Store; it is also referred to as click and collect, curbside pickup, and ROPIS (reserve online, pick up in-store)
Resources

New Kid on The Block: Responsive Search Ads

Between Apple’s privacy settings and the forthcoming changes on Google; digital marketing agencies, social media managers, and businesses in general are having a hard time navigating the new digital norm.

Data shows, that social media ads and lead generation funnels will have a fluctuation in volume and engagement throughout Q2 and Q3. Basically because of the iOS 14.5 new privacy settings, Google’s sandbox and no third-party cookies that have a direct impact on reach and tracking.

Simply put, a good number of social media marketing agencies will need to go the extra mile and pivot to increase campaign performance.

Here, at Gabby Rendon, we focus on connecting our customers with the right audience, designing strategies based on context, content and intent. We’ve been preparing for this moment way before the digital marketing went on a diet.

Having a strategy offering creative and valuable content that converts is by far the best (and cost-effective) strategy for branding, growing your email list and most importantly, own your data.

If you are a businesses using tons of digital advertisement, let me tell you there’s a new kid on the block you really want to invite and play with!

Keep reading and learn about Google Responsive Search Ads, the default Google ad type this Summer.

GR Notes #2 Google’s Responsive Search Ads (RSAs)

Simply put, RSAs make ads more flexible and bringing better results to the user because they are based on search intent.

Key Points

  • Responsive Search Ads identify the best combination of headlines and descriptions delivering the right ad to the right person. In fact, we’ve seen advertisers that add responsive search ads in their ad groups achieve up to 10% more clicks and conversions.
How Does RSAs Work?
  • The creative process is the same: content, copy and keyword search. The difference would be on the effectiveness of the headline-description combination.
  • Use Ad strength, focusing on the effectiveness rate and specific action or item(s) you want the audience to react.
  • Customize the ads using location insertion, which could be a physical place, area of interest or your customer’s location.
  • Let your audience know about upcoming events and create a sense of urgency (countdown) for them to take action.
  • Trust Smart Bidding, it can optimize your cost based on data from all of your campaigns, so even new campaigns without data of their own may see increased performance. 
  • Include broad match keywords on the settings, this way you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work.
  • Google will continue expanding the use of AI to understand queries, rank relevant results and get higher quality results to user’s questions.
  • Privacy settings and no tracking options will only get stronger, Google encourages every business owner to maximize the value of their first-party data (a.k.a. web traffic, emails, DM, SMS).
  • Responsive Search Ads will be the norm for digital campaigns and will likely end up taking a larger share of the advertisement market, especially now that Facebook is reluctant to comply with some countries’ requirements.

What are GR Notes?

We believe valuable content should be accessible, that is why we created GR Notes, a free resource with important information for marketers, businesses, and creative geniuses who want to keep ahead of the competition.

Every week we will be sharing highlights, key points, and foreseeable trends on digital marketing topics that matter to you. Think of GR Notes as flashcards, but way better.

Down the rabbit hole

Better known as that extra just for the geek inside you 😉

Glossary
  • Signals: Identifiable attributes about a person or their context at the time of a particular auction.
Resources

Whether you need a one time service or looking for a marketing partner, we have options that fit your needs and budget. We work with women-owned small businesses in the following niches: coaching, professional services, education and organic/natural beauty care niche.

You can have a SEO marketing partner that helps your business have more visibility, attract more clients, and increase customer referrals.

Focus on growing your business while we do the heavy lifting.

Let’s get social! Find me on Instagram or LinkedIn

Digital Marketing on a Diet: Goodbye Third-Party Cookies

This week topic is about cookies, not the chocolate type though, but the tiny messages web servers pass to the web browser every time you visit a site. Cookies store any information you volunteered like location, interests and browsing history, which are used for digital advertising purposes.

GR Notes #1 Google’s Privacy Sandbox

Rising privacy concerns gave birth to many privacy laws (like GDPR, CCPA, LGPD, PDPA) that limit the use of third-party cookies, making it more difficult for data collection software, like Google Analytics, to function in the same way it was intended to; and now third-party cookies are about to come to an end. As a consequence, Google announced their “intention to phase out third-party cookies and replace them with new browser features that are fundamentally more private.”

Google’s Privacy Sandbox aims to promote relevant advertising with accurate measuring while protecting user’s privacy.

Key Points

  • Web browsers are blocking third-party tracking. Mozilla Firefox and Safari are the biggest players to make moves against the cookie. Of course, Google had to step up against the malicious use of third-party cookies that can cause damage to the user’s privacy by unethical practices.
  • Google’s Privacy Sandbox aims to keep ad delivery efficiency intact without the use of third-party cookies but through browser APIs.
How would Privacy Sandbox work?
  • All the user data will sit safely in the Chrome browsers of the individual users. The interests of the users will be discovered based on their browsing history. The users with similar interests would be in groups (what Google calls FLoC). Only Chrome will know about the group to which a user belongs.
  • The API will signal only the users’ groups, and the buyers will be targeting those groups. The remaining APIs will help in all the supporting activities like reporting, fraud detection, conversion tracking, etc. 
  • The First-Party Sets will enable targeting across multiple sites owned by the same publisher. Cross-site targeting across the web will not work.
What Google says
  • FLoC was proposed in 2020 with the idea that groups of people with common interests could replace individual identifiers.
  • On January 25, 2021, the Google Ads Blog released that FLoC “effectively hides individuals “in the crowd” and uses on-device processing to keep a person’s web history private on the browser. 
  • Google’s ads found that FLoC can provide “an effective replacement signal for third-party cookies”and are expecting to see “at least 95% of the conversions per dollar spent” when it comes to generating interest-based audiences compared to cookie-based advertising.
  • Audience creation will have a remake too. However, it is too soon to tell if the proposal of a “bring your own server” model will have a positive welcoming from advertisers. More testing is needed to ensure that ad auctions will continue after third-party cookies are gone.
  • For Conversion measurement, tagging and an API surface can be added to the web platform to allow advertisers to measure ROI in a way that provides better privacy to users. Using API alone will not be able to support all conversion measurements. Again, too soon to tell, but testing is happening as we speak.
  • In the fight against bots, Google wants companies to be able to distinguish actual visitors from bots and fraudulent traffic (which skyrockets ad spending) with a new Trust Token API. Although the plan is still on diapers, the Trust Token may be released for trial this Summer.

Major key players, like IAB Technology Laboratory, believe that removing third-party cookies and identifiers will have a profound impact on digital advertising, specifically on ad budget, retargeting and measurement. We expect that in the next two years, there will be a lot of action across the digital supply chain to balance consumer privacy and personalization with industry revenue.

Digital marketing agencies will need to go the extra mile. Focus on considering first-party strategies and CMS software to learn how your visitors behave while using your site, so you can develop a sound strategy based on context, content and intent. Monitor, track, and save data collected from visitors to your site using analytics: email newsletter subscribers and feedback/surveys. With each data point on your website, you can utilize it to target ad campaigns, understand your readers, and optimize the site experience. Work on delivering valuable original content and use organic campaigns focusing on the upper-funnel testing new audiences related to your buying personas for testing and data collection.

What are GR Notes?

We believe valuable content should be accessible, that is why we created GR Notes, a free resource with important information for marketers, businesses, and creative geniuses who want to keep ahead of the competition.

Every week we will be sharing highlights, key points, and foreseeable trends on digital marketing topics that matter to you. Think of Novel Notes as flashcards, but way better.

Down the Rabbit Hole

Better known as that extra just for the geek inside you 😉

Glossary
  • Application Programming Interface (API): Computing interface that defines interactions between multiple software intermediaries. It defines the kinds of calls or requests that can be made, how to make them, the data formats that should be used, the conventions to follow, etc. 
  • Conversion: The completion of a meaningful user action on the advertiser’s website by a user who has previously interacted with an ad from that advertiser.
  • Federated Learning of Cohorts (FLoC): A group of people with similar browsing habits so that ad tech companies can observe large groups’ habits instead of the activity of individuals for ad targeting.
  • Third-Party Cookies: Tracking codes placed on a web visitor’s computer after being generated by another website other than your own.
Sources

Whether you need a one time service or looking for a marketing partner, we have options that fit your needs and budget. We work with women-owned small businesses in the following niches: coaching, professional services, education and organic/natural beauty care niche.

You can have a SEO marketing partner that helps your business have more visibility, attract more clients, and increase customer referrals.

Focus on growing your business while we do the heavy lifting.

Let’s get social! Find me on Instagram or LinkedIn

Make Page Experience Signals a Top Priority .

If binge-watching has stopped you from writing down your Q4 Marketing Goals, maybe knowing that Google’s page experience signals in ranking went fully operational for mobile devices in August 2021 (among other good stuff) motivates you to pause Squid Game. Remember that page experience is a set of all the signals that measure how users perceive the experience of a website. Including visual appeal, stability, loading time, and of course, content.

With less than two months for finishing the 2021, we are updating websites and revamping our content to meet Google’s new standards for ranking on mobile.

Page Experience Signals

Back in Q1 2021, Google announced that additionally to the new page experience signals, marketers now have to integrate other topics into strategies. Gear up because Google moves towards indexing passages and not only pages, prioritizing those with the best information.

Sure enough, this news made you jump off the couch.

Maybe you’ve heard it through the grapevine (back in October 2019) when Google announced the most significant leap forward in the history of search: The Bidirectional Encoder Representations from Transformers, or BERT for short (don’t you love how nerdy it sounds?). BERT design aims to understand better the search intent and the context of the queries, moving away from keyword typing and introducing models that process words concerning all the other terms in a sentence, similar to how we usually ask questions.

A revolutionary approach on how the search algorithm sorts the best results for the user, no more stiff titles with no valuable content. Now, the algorithm focuses on content that answers the search question and the quality of it.

What does it mean for marketers?

So, imagine layer after layer of good stuff, pretty much like a Scooby-Doo sandwich (please do not confuse it with a Shaggy Super sandwich, because seriously? Sardines and marshmallows?). Anyway, back to the topic, imagine an algorithm that understands what the user is looking for (BERT), sorting out high quality websites and looking for the answer in passages, not only pages.

It means offering the user valuable results with the best browsing experience.

For us, marketers, this triple-layered strategy means more opportunities to stand out from the competition. Think how this algorithm positively impacts digital marketing in significant ways: First, BERT matches the copy to the way people search, focusing on often-search questions, and second, enhances the quality of the content with well-written articles aiming for longer, more conversational phrases.

For inbound marketers, this is gold right at the palm of our hands ready to craft the most creative campaign to attract the right client.

Goals to Focus On

First, goals should be thinking beyond keywords and phrases typically associated with the business and considering more conversational phrases that customers might be using to find the product or service. Integrating natural language across digital touch points and creating responses that meet nuanced customer needs.

Second, making sure the business’ website meets Google page experience signals doing a site-wide audit of the pages and see the room for improvement.

Third, don’t wait until May for Google to roll out the changes I talked about above, work proactively with your team reviewing top-ranking pages, prioritize those with good search volume, and focus on strategic content that brings value to the business.

GR Tips

  • Prioritize integrating new page experience signals additionally to Core Web Vitals and stay away from cookie-cutter SEO with poor information.
  • Offer the best experience throughout the buyer’s journey and digital touch points in your inbound marketing.
  • Use bold fonts highlighting solutions and key topics to attract more users into your website on search results.

What are GR Notes?

We believe valuable content should be accessible, that is why we created GR Notes, a free resource with important information for marketers, businesses, and creative geniuses who want to keep ahead of the competition.

Every month we will be sharing highlights, key points, and foreseeable trends on digital marketing topics that matter to you. Think of GR Notes as flashcards, but way better.


Whether you need a one time service or looking for a marketing partner, we have options that fit your needs and budget. We work with women-owned small businesses in the following niches: coaching, professional services, education and organic/natural beauty care niche.

You can have a SEO marketing partner that helps your business have more visibility, attract more clients, and increase customer referrals.

Focus on growing your business while we do the heavy lifting.

Let’s get social! Find me on Instagram or LinkedIn