So how do you optimize the ROI of your organic and paid SEO? In this article, we take the example of two channels (your Google Business Profile listings and your Google Ads campaigns) and give you advice and best practices to optimize the ROI of your SEO on Google.
1. What are the best practices to know?
2. How to measure and improve the ROI of these channels?
3. What are the benefits of Call Tracking for SEO and SEA?
Conclusion
Maximize the ROI of your local SEO on Google
1. What are the best practices to know?
How to improve the conversion of your establishment files?
Your business listings are an essential tool when you buy ghana cell phone number list want to appear first in local searches. In fact, 62% of Internet users consult your Google Business Profile listings before going to your website 1 . It is therefore important to optimize them on several levels. The best practices to follow are essential to improve your local SEO and therefore your conversions.
Certain information must be completed:
The telephone number to facilitate contact and reassure the Internet user.
The precise address and photos to allow visitors to easily find your business.
Attributes such as click & collect, delivery, appointments, etc. depending on your sector of activity and your categories, which are also important to choose carefully.
Others are to be updated regularly:
Google Posts to make your profile dynamic, communicate about current events in your point of sale (competitions, special offers, events, etc.)
Your daily and exceptional schedules (public holidays, vacations, etc.) to avoid unnecessary travel for your customers.
Managing your customer reviews is essential:
According to an IFOP study, in 2020 87% of French people indicated that they looked at customer reviews before making a purchasing decision 2 . You must therefore take them into account in your local marketing strategy and set up collection actions. The response to your reviews is also essential, whether positive or negative and within a fairly short time frame to optimize your loyalty. Indeed, you reassure dissatisfied customers and convince others to visit you. This is what makes customer reviews a considerable asset for improving your conversion rate and therefore your ROI.
On the other hand, reviews are essential for your SEO since they enrich your content and allow search engines to refine your positioning in local searches. Several criteria are taken into account such as the number of reviews left, the average score, your presence on dedicated sites, etc.
Although your presence on Google remains essential, it is interesting that you are present on other platforms such as Facebook, Waze, Apple Plan, Open Street Map etc. to generate in-store traffic.
How to optimize the performance of your Google Ads?
The goal of Google Ads is to make you appear first in Google searches and to make your points of sale appear at the top of the list. However, for them to be effective, there are a few tips to know.
Define your geographic target
It is essential when setting up your Google ads to define the geographic targeting that will allow you to show your ads to people located in a defined geographic area. In fact, we recommend that you include the name of your target location directly in your ad title. This allows you to stand out during specific local searches since the corresponding ad text will appear in bold.
Example of a Google optician adExample of a Google optician ad
Use ad extensions
With ad extensions, you can optimize your click-through rate in a simple and free way. For your local marketing strategy, it is relevant to activate call extensions - which allow you to indicate the telephone number of your points of sale - and location extensions - to indicate the address of your establishments - so that Internet users can find and contact you more easily.
Choose a landing page per establishment
To guide the Internet user to your website, it is essential that each of your ads directs them to a personalized landing page for each point of sale. Of course, the message must be consistent with that of the ad published on Google. So, remember to repeat the main information and use the same keywords to improve your quality score (QS) and at the same time your cost per click (CPC). Moreover, do not hesitate to relay your commercial offers, set up a contact form and indicate the telephone number in order to generate leads.
Maximize the ROI of your local SEO on Google
2. How to measure and improve the ROI of these channels?
Your establishment records (GBP)
In order to improve your performance and the ROI of your Google listings, you need to track their performance, from headquarters to points of sale. To do this, there are a few key indicators to know:
Google Views
Click rate on the card
Route searches
Redirects to the website
Direct calls
Finally, Call Tracking is an essential tool for measuring your call performance since it allows you to identify the number of calls coming from your files. How? By installing a tracked number on your file as the main number. This allows you to improve your ROI by identifying peaks in calls received and missed based on the hours and days of the week. You will therefore be able to adapt your opening hours and reorganize your teams in order to reduce the number of missed calls.
Tip: Remember to keep the historical number as a secondary number so as not to penalize the referencing of your file. Your Google Ads ads
Google Ads campaigns often represent a significant portion of your marketing spend, so to optimize them, there are a few indicators to follow:
Quality score
Impression rate
Click-through rate
Cost per click
Conversion rate
Just like your establishment files, setting up a tracked number on your Google Ads campaigns can allow you to generate more calls and therefore optimize the budget of your campaigns. These calls can be tracked in two ways:
You insert a tracked number in the ad extension so that the Internet user uses it as a priority to contact you.
You display a tracked number on your website dynamically so that the Internet user is assigned a tracked number based on their original channel.
This way you track 100% of the calls generated by Google Ads.
Maximize the ROI of your local SEO on Google
3. What are the benefits of Call Tracking for SEO and SEA?
Call Tracking allows you to track the progress of your SEO on your phone calls and identify the keywords, ads and campaigns generating the most calls. You can therefore adapt your strategy and improve the performance of your SEO and SEA while optimizing your budget!
You will now be able to identify the GBP listings that generate the most calls and those that generate the least in order to implement actions to improve their performance.
Finally, you will be able to obtain additional information on the behavior of Internet users and therefore optimize your online advertising. From now on, you will know where (cities, regions, departments) and when (days, hours) Internet users make the most calls in order to best adapt the distribution of your campaigns.
4. Conclusion
Your goal is now to set up an effective strategy to measure your performance on a national and local scale in order to identify the levers that best optimize your online visibility. There are many channels to optimize and it is not always easy to identify which ones lead to conversions or not. Thanks to the tracked numbers, you will have this information! You will therefore be able to more easily analyze your performance whether for your local SEO or for your direct marketing (SMS, email, print, etc.). Thanks to the Digitaleo and Magnétis partnership, the solution we offer you is now completed by a Call Tracking tool. You now have the possibility to optimize your ROI by accessing