Our heads of SEO and SMM departments, along with Senior PPC specialist of the context advertising department, worked together to create a list of the most common problems that business owners experience with online promotion and describe the solutions to each of these problems.
SMM: Problems — Solutions
The key problems and solutions are provided by ADINDEX Head of SMM Irina Mazur.
THE SOLUTION. Shared values can help you better connect with your subscribers. For instance, you can address the international fight for eco resources as this topic involves almost everyone. If you use environmental technologies in your manufacturing processes, refused plastic, or sort waste properly, tell your followers about it on social media.
THE SOLUTION. Collect product reviews from your clients, arrange them into a nicely designed post, and publish this post. If your product or service is new, invite potential customers to use your service or receive a product from you in exchange for a review published on their social media.
THE SOLUTION. Maybe you don’t take financial and accounting expenses into account: you have to calculate the logistic costs, salaries, office expenses, and ROI to evaluate the advertising activity payback.
THE SOLUTION. Check the loading speed of your website. Maybe, the users cannot wait until the landing page uploads and leave early.
THE SOLUTION. Try to reduce the lead’s processing time. Keep in mind that, on average, it works for 2 hours.
Context advertising: Problems — Solutions
The key context advertising problems and their solutions were provided by Senior PPC specialist Mariia Yaryhina.
THE SOLUTION. Check if the keywords are relevant to ads, and the ads are relevant to landing pages. Try to evaluate the website’s usability from the users’ point of you. Analyze the competitors: maybe they offer lower prices, larger assortment, and discounts.
THE SOLUTION. Analyze the sessions according to campaign types: for instance, Gmail campaigns normally have fewer sessions. Analyze the placement spots in Display Network campaigns: maybe, there are some non-target sites, and that led to click fraud. Check the loading speed of the website’s pages; make sure that automated tagging is turned on and/or necessary tracking templates are added. Make sure to exclude landing pages redirects in ads.
THE SOLUTION. Run the same search query in Incognito Mode. Check how the ads display in Google Ads Ad Preview and Diagnosis tool. Make sure that the keywords used in a search query aren’t marked as negative ones or as ‘Low search volume.’ Analyze the columns related to impression share and increase your bids and/or daily budget for a campaign if necessary.
THE SOLUTION. Launch ad campaigns aimed at the coverage, increase of brand’s recognition, and attraction of new users to a website. This could be Display Network campaigns, video campaigns, search campaigns for informational search queries, search queries of well-known competitors’ websites, for near-thematic search requests, and so on.
THE SOLUTION. Minus the low-quality content categories and the list of ‘trash’ sites that aren’t suitable for your business (for instance, mobile apps, games, YouTube channels for children, and so on). Add a special script that would look for non-target sites on its own.
THE SOLUTION. Compare the conversions with other sources or channels. If the drop occurred on all channels, look for technical errors in conversions’ records (you can make a test purchase/order from different devices using Google Analytics real-time report). Analyze the changes that happened on competitors’ websites: maybe, someone announced a significant discount. If you can see the drop in context ads only, check if the landing pages in your ads are still relevant. For instance, recent website updates could affect the filtration logic or page nesting, but the ads still contain ‘old’ URLs.
THE SOLUTION. Test and analyze all the steps users make when they start placing an order and until the order is completed. Maybe, an order form is too long or unclear, and users drop it before they finish filling it in. Maybe there’s a tech error at some stage of the order placement process (payment fails, the order doesn’t make it to the website’s admin panel, and a manager doesn’t see it, and so on).
THE SOLUTION. Import the conversions to Google Ads and then set up automated bidding in campaigns’ settings. Use automated rules and/or special script that would regulate the bids in accordance with your goals.
THE SOLUTION. Set up automated rules in Google Ads that specify the required data. The system will turn the necessary campaigns/groups/ads/keywords on and off automatically.
THE SOLUTION. Use automated payments in your account. Set up a script that sends notifications informing that the funds on the account are about to end.
SEO: Problems — Solutions
The key problems and their solutions were provided by ADINDEX Head of SEO Maxim Kovkrak.
THE SOLUTION. This could happen either because of tech problems or because of the filter imposed by a search engine.
You have to scan the robots.txt file to see if there’s any ban on indexing.
You also have to use the crawled app Spider or Screaming Frog (or any other) to scan for a tag that bans page indexing: <meta name= “robots” content=” noindex”/>
Check what Google Search Console writes about your page or website.
THE SOLUTION. The page could have dropped because of the following reasons:
— the main search engine algorithm has changed;
— the competitors affected it;
— your actions affected the ranking.
You have to check each one of these points to make sure that there’s only one (or two reasons). If the drop occurred because of the change in an algorithm, try to optimize your website in accordance with new requirements. If the competitors affected the drop, analyze the competitor who got ahead of you. Try to understand what makes them better than you. If your actions caused the drop, roll back all the updates you made if possible.
THE SOLUTION. There’s a huge possibility that this is related to keyword cannibalization. Keyword cannibalization occurs when your website’s pages compete with each other and alternately rank for the same keyword in search results. Your task is to figure out which page makes it to the search results instead of the one you’re promoting. You can check it manually by googling the missing search query and looking at the search results. You can also use the SEranking service for mass analysis and tracking.
To eliminate cannibalization, you have to reduce the keyword’s relevance on a page that isn’t promoted and increase it on the one that is promoted.
THE SOLUTION. This could happen because of many reasons. Here are some of them:
— Absence of 301 redirects from old URLs of a website to new ones.
— The pages that generated traffic were lost or forgotten when a website’s structure was updated.
— Text content and metadata weren’t transferred.
— The general technical state of the new website’s optimization is low-level. Such an optimization eventually led to lowering of the website’s ranking in search results.
THE SOLUTION. The quickest and simplest solution is to add the ‘link’ tag with ‘rel= “canonical” attribute and a link to canon page to a webpage that contains duplicated content.
<link rel="canonical" href="https://..." />
THE SOLUTION. If there weren’t any drop in page’s ranking and any changes in the snippet, there’s a big possibility that this happened because of external influence.
Here are some possible reasons for that:
Changes in context ad: for instance, the number of ads increased, Google launched a new ad format, and so on.
Changes in GMB service.
Changes in mobile search results. For instance, amp pages were launched.
The competitors affected it. A new player with a more attractive snippet could make it to the top. Or your existing competitors could update their snipped, making it more prominent.
We hope that this article helps you solve your problems or, at least, show you the way to solve them.
If you didn’t find an answer to the question that bothers you, write to us at firstname.lastname@example.org or call +380977353133. We’ll gladly help you.