• Wirya Hassan

Updated: Aug 22, 2019



Local Search SEO , SEO for local search , and local optimization - all are synonymous with one and the same term that denotes customizing websites to the needs of local search engines.


In the last few years, the criteria for good ranking have significantly changed. So only links from authoritative websites and the number of keywords on the page was the best

precondition for good ranking, which left room for all sorts of shady practices.


However, as the search algorithm has changed significantly and, at times, significant updates occur, it is also necessary that the website be adapted to the needs of search

engines and users so that it can be easily found in search.


SEO for local search has become a very important item when an online business is launched, the primary market of the site. That's why you need to know what it is and what it

does.


If you are in the spotlight of the local market, first of all, it is most important that you register your website on a local domain (eg .rs, .hr, .me or .ba, .uk) to make it clear to Google the country in which you are operating. Today, one of the key things for every online business is to connect a website with a physical location that is confirmed in a special way by receiving a letter from Google (for My Business ), and such an assignment gives a positive impression and users can see where your company is located and will make it easy for them to find you, then leave a rating and leave suggestions for improvement.


Local SEO also implies the use of geographic terms (name of the locality, street and number, phone) on the page, as well as logging in to directories and appearing in all

the important pages that promote ranking at the local level.

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OPTIMIZATION RESULTS FOR LOCAL SEARCH

The results of this kind of optimization can quickly become apparent. If all your social and business orders are verified at the time (for example, Google takes about three

weeks to send a verification letter with a code), you may notice the following changes in a very short time:

• better position on the local search engine

• improved company image

• branding

• accelerated sales

• positive user ratings

• positive comments

• return on investment

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OPTIMIZATION FOR MOBILE SEARCH

Optimization for mobile search is as important as the need for responsive (customizable design). The fact that a site can appear on a local search engine is not in itself

sufficient or significant as a mobile search. In the last five years, since mobile devices have dominated the market and since the number of users has increased, the number of

people who are bouncing or binging over their phone or tablet has increased proportionally.

Therefore, it is very important that your site at the start is designed to fit the screen of the device from which the user accesses it, and optimized for better ranking. So, for example, Descriptions of mobile-site websites must be significantly shorter than those whose primary goal is the user who comes from the desktop. Also, photos and their descriptions must also be adapted to the speeds of 3G and 4G networks that are most current in our country.


  • Wirya Hassan

Updated: Oct 18, 2019




What is a Facebook Pixel, how does it work, how do you use it as a company and how do you protect yourself as a consumer? Read all about it in this article.


1. What is the Facebook Pixel?

Facebook has two sides. The consumer side, where you as a user can see content from friends, family and pages. And a business side that companies use to target their content and advertisements to groups of users. That all happens via the Facebook Pixel, a piece of code from Facebook, which you can install on your own site as a company.


This code is then linked to the Facebook advertising account and records which pages are viewed by logged in Facebook users. With this information you can compile segments within which the advertising account of Facebook target group is displayed. Example: Users who have viewed holiday destinations on the advertiser's site, but have not yet booked, will see advertisements for their destination on Facebook.


An advertiser only knows which pages a Facebook user has viewed. Based on this online behavior, conclusions are drawn about the interests of users. You can then show users content that matches these interests. So they don't just have to be advertisements, but can also be articles or event announcements.


2. How to install a Facebook pixel

The Facebook pixel must be placed on all pages of the website that you want to measure within Facebook. Companies can therefore choose not to communicate the online behavior of sensitive pages such as customer portals to Facebook.


Step 1: choose the correct advertisement profile

The first step is to choose the correct advertisement profile that is used to store the pixel data. A common mistake is to use an advertising profile from an advertising agency. When a company says goodbye to that agency, it also says goodbye to its own pixel data.


Step 2: search for the pixel code under event management

Search the menu of the advertising environment for event management or pixels . If you do not see this in the menu then the menu is probably not expanded, select: all tools. In event management or pixels, follow the instructions from Facebook to activate it.


Step 3: place the pixel code on the website (or app)

There are three ways to place the code on the website. Automatically via tag managers such as Google Tag Manager or other tools. Give the Tagmanager access to Facebook and everything is set automatically. Very handy. If you do not use a tag manager, you can manually place the code on the website.


Facebook clearly indicates the best place in the source code. If you have a WordPress site and you do not want to make changes to the HTML code, you can always use Plugins that place this code in the right place. If all that fails, you can email the pixel code with instructions to the website developer.


Step 4: check whether the pixel code works

Within the Facebook advertising environment you go to Pixels via the menu and there you can immediately see if the pixel works. Here you can find some statistics of Facebook users who have been to your website.


There are also different browser extensions that allow you to check whether a pixel is installed on a website. Such as Facebook's Facebook Pixel Helper for the Chrome browser. If you visit pages from your own website, this extension indicates which pixels have been placed. Each pixel has an ID that matches the ID of the pixel in the advertising environment. With this tool you can also see on any other site if Facebook Pixels are being placed.


Step 5: add the Facebook pixel to the cookie notice

If a pixel is placed then companies must state that neatly in the cookie notice of the site. And to give users the option to disable this Facebook pixel.


3. What can you do with a Facebook pixel

If a Facebook Pixel is on a website, Facebook keeps track of the pages that users visit on the website. With this data you can create ad groups and Facebook recognizes users who have previously visited the website. That way you can advertise much more effectively. Most companies use this data for two parts: retargeting and finding new users via look-a-like audiences.


Retargeting

Retargeting can be used to create advertisements that are linked to the behavior on a website. For many users, the advertisements seem to follow them. The most recognizable form of retargeting is when people have viewed products on a website. The same products, or hotel rooms, will then appear on Facebook, with the hope that customers will then proceed with the purchase or booking.


Advertisers can approach this very flat or think very carefully about which website behavior belongs to a need (based on the buyers' or customer journeys). And then show the right advertisement or content to the users based on this need. So if ads are irrelevant or just keep following you, then the retargeting is not used properly.


Look-a-like audiences

The pixel data is also used to find a new target audience via Facebook's Look-a-like audiences. This works as follows: first, an advertiser creates a target group in Facebook and thereby chooses the correct website parameters.


Within target groups in Facebook that is the option: custom target group . For example a group of people who visit all pages on a website where / cookbooks / or / destinations / appear in the URL of the page. With this adapted target group you can again create a new target group: the comparable target group. Facebook then looks at the pixel data of all people who have seen a page within the site about cookbooks or destinations and then finds similar people within Facebook.


Facebook uses an algorithm to select these people based on their interest and behavior and add them to the target group. Facebook shows the number of people who meet these target group criteria in the target group environment. This allows you to find new customers who have similarities with existing website visitors in a very efficient way. These look-a-like target groups are often very effective.


Compile target groups

Once the pixel data has been collected by Facebook, different target groups can be created with this. You do this in the 'target group' section of the advertising environment in Facebook. And not under Pixels.


If you use multiple sites, it is advisable to work with a pixel code. You place this on all sites. With target groups you then create different groups based on the URLs of the website. It is all less complex and an additional advantage is that sites can use pixel data from each other.


4. How do companies use the Facebook Pixel?

Health insurers were recently under fire because they had placed Facebook Pixels on their website and had 'transferred' this data to Facebook. It was the start of a big panic among Facebook users in relation to their personal data. But is this panic justified?


Health insurers - and many other companies with an online marketing strategy - do this purely for the purpose of being able to advertise better and more effectively within Facebook via their own data. With pixel data, marketers can find out what the needs and interests of the website visitors are and subsequently approach these target groups within Facebook with advertisements.


Marketers use the back (or commercial side) of Facebook as a powerful targeting mechanism in their online marketing strategy. They have two choices: do they use targeting and retargeting to harass people with uninteresting messages or they help their target audience with content of value. This is content that fits seamlessly with the information needs of customers and is therefore valued by these target groups.


5. What can you do about it as a customer?

Facebook is currently under fire because in the past they used the data of its users too easily. Since the Cambridge Analytica scandal, a number of steps have been taken by Facebook to better protect user data.


It is no longer possible to use customer data purchased by Facebook when compiling target groups. That is data from external data parties. Facebook is also working on a tool: Clear History, with which you as a user gain insight into which user data is passed on to Facebook. You can view, delete and indicate that no data will be transferred in the future.


Another way in which customers can prevent Facebook data from being collected is to indicate this in the cookie report. There you can read which cookies (codes) are used by the website. At many sites you can choose to enable or disable certain cookies. So also the Facebook Pixel.


Another option is to use Apple's Safari browser. Since the end of 2017 these browsers use Intelligent Tracking Prevention and all tracking cookies are disabled after 1 day and deleted after 30 days.


It is also advisable to take a look at what kind of information Google collects about you. Within accounts.google.com you can view and change this information under Personal Info and Privacy. Google also collects a lot of advertising data, but is a lot more transparent about it. In addition, it is also much easier to disable all these tracking options.


If users are concerned about the data that flows to Facebook, it is also advisable to take a good look at their own security and passwords.

6. Content of Value

Many online media consumers do not know how much advertising data is being collected. It is therefore a good thing that Facebook is now under attack and must finally do something about user privacy and the transparency surrounding commercial applications. But as long as it is a free service, the user is the product.


Facebook earns from advertisements through the powerful tool of target segmentation. Something that almost every modern online marketer makes grateful use of. It is up to online professionals and marketers to handle this data well. And above all to not send uninteresting messages to the users. Right now, marketers should spend much more time understanding their customers and showing them the right messages in their customer journeys to help them.


  • Wirya Hassan

Updated: Nov 5, 2020



In this post, I explain why Online Display Advertising for E-commerce businesses is indispensable in your marketing mix.


When we think of e-commerce, we often think directly of getting as many conversions as possible. Especially in Q4 where you have important days in which a lot of conversions

have to be brought in. Think of Black Friday, Cyber Monday, Pakjesavond and the Christmas days. Activation-oriented channels such as AdWords and Bing are often used for these

days. But Display can also be an important channel to deploy.


Display advertising in the R E A N Model

In order to understand how display advertising for E-commerce companies can play an important role in the marketing mix, it is good to know the role of display. In short, the

R E A N model can be used to build an online marketing strategy that fits well with the customer journey of your customers. Various marketing channels belong to the different

phases of the R E A N® model (Reach, Engage, Activate & Nurture). Which also needs to be attached to your own Key Performance Indicators.


A common misconception is that display advertising can only be used to achieve a large reach. But that's not true. If we look at the R E A N® model, there are different

phases in which display advertising can play a role. However, the goals per R E A N® phase are of course different. The goals of display in the different R E A N® phases are:


Reach - Display with a wide range with the aim of bringing new customers into contact with your brand

Engage - Display with more specific targeting to inspire and enthuse customers for your brand

Activate - Display to convince visitors who are already familiar with your brand to a conversion

In the following paragraphs you can read about the advantages of using display advertising for E-commerce parties.


Display advertising for E-commerce produces more brand-name search traffic

Imagine the following situation, you have your own webshop that sells camera backpacks. From the start, your turnover grows fine for the first two years. But growth stagnates

in the third year. You go to research to see which marketing channels you can get even more revenue from. In search you already score well on generic search terms and you

have completely sealed them. You are also active on social media and you already have a large group of followers. However, the search traffic on your brand name is still

somewhat behind. What are you doing then? Ensure that more people look for your brand name! Here, webshops usually get the bulk of their conversions.

The perfect channel for this is display advertising. With display advertising you are able to reach relevant target groups. And you can make visitors aware with a latent need

that they have to buy backpacks of your brand! Because you approach the new target group with striking banners, there will be more requests to your website. Both through

clicks on the banners and via brand name search traffic on AdWords. In this way the knife cuts on two sides.


Display advertising for E-commerce: possibility of re-reaching store-leave

In addition to being able to find new customers for your web shop with display advertising, you can also approach current visitors with retargeting. Here you show visitors

who, for example, have been on your website but have not bought a product, a banner to remind them to buy the backpack they have previously viewed. This is best done with

dynamic remarketing. You show the specific product that the website visitor has previously viewed. The advantage of this is that you can focus on that specific product

instead of showing a general banner. Tip: offer an extra discount if you want to persuade visitors.

With display advertising you can close the gap between branding and activation

A much heard objection to the use of display advertising is that it costs a lot of money and produces only few conversions compared to, for example, AdWords campaigns. That

comparison is therefore not entirely fair. AdWords is in the activation part of the R E A N® model and Display (except for retargeting) is in the Reach & Engage phase. It is

therefore important to fine-tune the KPIs on which you are going to assess the campaign in advance when using display advertising.

A real Reach channel as the deployment of television is also not settled on the number of conversions what this is brought in but at display we often see that this is done,

because it is an online channel and thus more measurable. The display utterances in this example are then settled on the wrong KPI (conversions) while a KPI as (unique) range

fits much better with the Reach phase.

In addition to being able to use your display to reach a wide range or to specifically retarget visitors, it is also able to fill the gap between the branding and activation

channels, the engage phase. Because a lot of data is collected online, display advertising makes it very easy to target very specific target groups so that you can tailor the

message to this specific target group.

An example of our camera backpack webshop: we want to reach such a relevant possible target group and almost certainly the people we reach are interested in buying a

backpack. With the help of data from Google so-called in-market audiences we can reach this target group. In market target groups, target groups of people who are looking for

certain products are for example cameras. They send signals to Google by searching for certain keywords such as 'buy a camera', 'buy SLR camera' etc. Google then adds these

visitors to the in-market audience for cameras that we can target with our display campaign. With this we can show these visitors a relevant banner of our camera backpack.


With display advertising you can visually transfer your brand

Finally, an advantage of using display advertising is that you can make your brand visual. Something that is not possible with the help of search ads. In the book 'How Brands

Grow' Byron Sharp shows the importance of visual aspects and the importance of recognizing a brand to gain a larger market share. In contrast to a channel like AdWords,

display advertising makes it very good to link clear aspects such as colors, logos and names to your brand and thereby attract more customers. In addition, this effect is

enhanced by the large reach that you can achieve with display advertising, and with the use of retargeting banners you ensure that you stay top of mind with your target

group.


So what does Display Advertising do for E-commerce?

All in all, the use of display advertising for E-commerce parties can therefore offer many advantages:

• Generating a latent requirement for potential customers.

• The ability to retarget your visitors

• Closing the gap between large reach campaigns and activation campaigns

• The online visual transfer of your brand


Related Resources:


Social Media Advertising: How to Run a Compelling Campaign


Average Display Advertising Clickthrough Rates (CTRs) – 2020 Compilation


The Ultimate Guide to Native Advertising


How to Use Artificial Intelligence in Advertising


Online Advertising: Everything You Need to Know in 2020


Top 12 Programmatic Advertising Trends for 2020 and Beyond


The Definitive Guide to Programmatic Advertising


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