I called into Google Adwords last month to talk to one of their specialist about the new Google Shopping Program. I had some questions about the setup on a client’s campaign, but when I brought up the question he wondered what I meant by the shopping program. He was a member of the team assisting with Product Listing Ads so he should have been the person to talk to. Instead he put me on hold even though I hadn’t even told him what client I was calling about.
The program was just being released to all advertisers, but I was still surprised at the lack of knowledge the “expert” had. Luckily I called back a little while later and this Google person was knowledgeable about the program. As she walked me through the program I realized why so many advertisers who had tested the new format were so excited about it.The Evolution of Product Listing Ads.
Product listing ads had once been a free service offered to business that sold products online. Instead of their wares showing up as text ads, people could see what they offered with both a photograph and their price. Many of my clients benefited greatly from PLA’s, so needless to say we were disappointed when it became a paid program.
From Google’s perspective it was obvious why they made it part of their Adwords program. Many consumers were finding PLA’s a great way to search for items and the number of searches increased dramatically. Today billions of items are listed in the shopping program.
If you’ve been running the Product Listing Ad, switching over to google shopping doesn’t require a lot. You can use your existing feed, although you’ll find you’ll want to make additions to it in order to take full advantage of what Google Shopping offers.
Five Ways To Get The Most Out of Google Shopping.
Use keywords in your titles
This is a carryover from the original program, but still key to your listings success. Try to include the main phrases people might use for searching for each specific products in its title. Yet, try to be descriptive. Simply throwing in a bunch of keywords could result in a nonsensical title. Get the Most Out Of Your Descriptions
The terms you use in your description is often what triggers your ad. So include in the description, not just terms related to the product, but also its OEM You can have up to 10,000 characters in the description, but according to one person I spoke to at Google, it is the characters between 500 to 1,000 that have the most impact. So don’t get too carried away.Take Advantage of Custom Labels.
The main benefit of the Shopping Program is that you can now bid higher for certain items. For example you can break your listings down by product type and bid higher on those items that have a higher ROI. More importantly you can create custom labels (up to five). So you can label some products such as Big Ticket Items, others as low profit. Then adjust your bids accordingly. Everything that doesn’t fall into one of your custom labels are grouped together as “all products.” You can get very granular with your bidding, just as you would if you were pricing your items in a department store. Be careful though, as you could create too many labels and in the process create confusion about your bids. And don’t remove the current labels Google has created, even if you’re not using them at the moment. They could be important later.Don’t Duplicate What Your Competitors Are Doing
It’s not like text ads where ads are positioned in a specific order and which you want to be in the top 3. For products the items are grouped together in a box. So to stand out here, use unique photos if possible. Price is another factor in click through rate, as well as the title.See What The Competition Is Doing
Another big feature of the new Shopping Campaign is the competitor’s benchmark. You can see benchmarks about your competitors for specific products, from the average cost per click to the average click through rate. This is a great way to get your products to appear more. Unfortunately you can’t download this information as a report yet, and to see the date you often have to have large sample size, such as the last 30 days of your campaign.
One thing to keep in mind is that because the Shopping Campaign has some great features, don’t let it disrupt what you’re currently doing with PLA’S if they are working for you. Review the data on your PLA’s and determine what if anything needs to be changed.
If you’ve been searching for an agency to help with your pay per click management, you may have come across agencies that call themselves a Google Adwords Partner. In fact, they may even have a logo stating as much and a link to Google stating they are.
You may wonder what is a Google Adwords Partner? And if you should give them more consideration than an agency that isn’t?
First of all Google Adwords Certified Partner is a new designation, although the program has been around for a number of years. Agencies that met Google’s requirements were originally called Qualified Google Advertising Individual. Although the name has changed the main criteria are primarily the same.
To become an authorized agency or individual you have to meet a number of requirements. The first is that they must take two tests a year. The first is a general overview of the Adwords program. It is designed to be difficult, but anyone who regularly works on campaigns has a good foundation to work with. They also provide a wealth of study materials. I know when I prepare to retake the test I go through the study guide. Often I find something I wasn’t aware of or had forgotten and which would benefit one of my clients.
For the second test, an individual can choose to take Advanced Search or Advanced Display exam. I chose to take the Advanced Search test because it ties in with my work as a SEO consultant as well.
Passing the test is not enough to be certified. There is also a criteria of ad spend. The agency or individual must also maintain campaigns that spend a minimum of 10,000 over a 90 day period. This is a relatively low number so most have no trouble meeting this requirement.
What has changed with the program is that individuals or agencies are being held accountable more. Now they must also demonstrate that they are demonstrating best practices. This ensures that they aren’t going through the motions with their clients, that they’re actively adding new features to campaigns and actively adding new phrases and ads. This I’ve also found beneficial as they point out areas I can improve on, even though my score is above average.
Should You Use A Google Adwords Partner
First of all, there are a lot of qualified pay per click specialists that aren’t partners, for various reason. Unfortunately, there are also a lot of bad agencies that have spent a lot of money for a business with nothing to show for it. At least with a Google Adwords Partner you know they’ve had training and are being held to a standard of some sort. And yes, there are still partners who lack real experience.
Google Adwords Certified Partner often have access to new features, sometimes when they are still in the testing process. This means you might start features that your competitors don’t even know about.
Google has also been proactive about educating partners, providing weekly hangouts on new features or on how to best utilize current features.
One benefit I particularly enjoy is the Google Plus forum for Certified Partners. Agencies and specialists share knowledge with one another. I'll be the first to admit I don't know everything about Adwords and never will. But with the forum I have access to most every answer.
I’ve done thousands of campaign and have experimented at some point or another with all the features of Adwords, but I also know that I have room to improve. The Google Adwords Certified Partner program ensures that I'm constantly learning more and as a result seeing a higher return on investment with clients.
Bing has a similar program, calling their partners Bing Ads Accredited Professionals.
Choosing which keywords to target with pay per click is just the first step in a campaign. How to target them is often the next step. Use the wrong match type and you could be wasting a lot of money. Or, just as bad, miss out on a lot of opportunities.
Google and Bing allow you four methods in which to target phrases and all have strengths and weaknesses.
Broad match is just that. It can trigger synonyms for any of the words in your keyword phrase. For example, say you’re targeting the phrase Google. Because it means search, words such as Yahoo or Bing could trigger your ad. And in some cases the phrases being triggered aren’t anything remotely like the words you’re using.
The advantage of broad match is that it can trigger a number of phrases. From these phrases you might find additional words to target. I recommend broad match if you have a small list of word to begin with and want to expand on it. Once you’ve expanded your list, however, you might want to use a different targeting option for your phrases.
Modified broad match provides you with a little more control. By adding a plus sign to some of the words you ensure that only those words trigger your ads. So +oil +filters means that only phrase that contain both words will cause your ads to appear. One advantage of this is that they words can be used in any order, something not possible with phrase match.
With phrase match you have even more control over your words. So if you’re targeting the phrase air filters you could see your add appearing for cheap air filters or red air filters. The problem is that you could still miss out on sales. If someone types in filters that are red you’re ad won’t appear.
Exact match is the most restrictive and will usually result in the fewest number of impressions. The ad only appears if people use your specific keywords in the specific order you have them. So if you have red air filters your ad won’t appear if they type in anything but that. So red air filters for sale won’t trigger your ad.
Why use exact match if it’s so restricting. The best reason is that you’ve found these words convert very well and so you developed your ad group around them.
In looking at the words your prospects used that triggered your ads you’re bound to find a number that don’t apply. This is especially true if you’re using broad match, which is why you don’t want to use it too long. Yet even with modified broad and phrase match you’ll find phrase that don’t apply. For example, you’re using the word rubber tracks because you sell them for construction equipment. Yet, a searcher typed in rubber tracks for exercise equipment and by clicking on your ad, cost you money.
Using a word that doesn’t apply as a negative word means you’re phrase won’t appear. Negative match is a great way not only to avoid wasted clicks, but to lower your overall impressions and potentially improve your click through rate.
With negative keywords, however, you can run the risk of accidently blocking some of the phrase you’re currently targeting. If this is the case, then consider using the word being blocked as exact match and moving it to its own ad group. Then apply the negative phrase to all the other ad groups.
With any successful campaign you're likely to be running a lot of the same phrases using the different matching options. The key is to constantly review your keywords, focusing on those that are converting and pausing those that don't.
This past year Google rejected 224,000,000 ads submitted to Adwords. This certainly seems like an astounding number, but not as much when you consider how many ads were submitted overall. So the percentage of rejected ad isn't that high. And from experience I know the simplest thing can get an ad rejected, so it's not just spammers who are seeing their ads rejected.
As a pay per click specialist, I occasionally get calls or emails from clients who are in a panic that one of the ads we’ve done is rejected. They’re concerned that this will get their site banned from Google Adwords. What I tell them is that they shouldn’t panic. Google doesn’t want to ban businesses from Adwords. They simply want you to rewrite your ads in the proper manner.
This being said, it's better to avoid any issues with your ads, so they'll start generating you business more quickly. Here are some things that can get your ads rejected from Google.
Having a phone number in the text. Google did allow this, but with the introduction of Google Enhanced, this was prohibited. Instead they wanted business to use click to call. In this way they could get credit for the call and thus get paid. If you want to have a number in your ad, Bing still allows this.
Using certain brand names in the ad. While you can bid on most major brand names, that doesn’t mean you can use their name in your ad. For one I can’t put Google Adwords in the text, even though I’m certified by them for their advertising platform.
Some products can’t be advertised. Alcohol, tobacco and firearms are the most prominent.
Your landing page is lacking needed information. Tech companies were especially hard hit in the last year with many of their sites being actually banned. It wasn’t that they were necessarily taking advantage of people (although many were). Instead, they were lacking things that Google required such as pricing information, mailing address, etc. There are other industries, such as financial institutions, that also have specific requirements.
You make a claim in your ad. Saying it’s the best, or the number 1 rated isn’t going to pass unless you have something on the page (or a link) showing data from a third party.
Having more than one site targeted in an ad Group. This is common if you’re running a campaign and then decide to use a landing page that has a different url. You can’t simply pause the old ad and start the new one. You’ll have to create a new ad group.
Too much punctuation. Are you a fan of using numerous exclamations point? Curb that enthusiasm as too much punctuation can cause an ad to be rejected.
The landing page has issues. If your page is under construction or returns as an error, then your ad will be rejected. This happens when you first submit your ad, but later could become an issue you’re not aware of. For example, I’ve had clients who’ve had their sites redesigned and in the process the webmaster created new urls.
Taking advantage of natural disasters. You can’t create ads that attempt to capitalize on natural disasters, wars or other tragedies.
If you’re wondering why I’ve had ads rejected when I’ve been certified by Google Adwords for nearly four years, it’s because there are so many policies and they’re constantly changing. Even though I constantly review the Google Adwords policy page there are changes that I miss out on.
If your ad is rejected review the reason for the rejection. If you have questions then contact Google Adwords or consider hiring a professional such as myself. I'll help you avoid penalties and develop ads that compell your prospects to click on your ad.
Imagine you’re a plumber working in Chicago. You know the yellow pages aren’t generating leads like they used to. Instead your prospects are looking for your services online and most likely they’re looking on Google. So you know it’s important to be on the first page of Google to be found. The problem is that there are hundreds of other plumbers in Chicago who’ve came to the same conclusion. So now you’re all competing for the top 10 spots on Google.
Yet, you’re not competing for the top 10 spots on Google. You’re all looking to be in the top 3. That’s because Google has a 7 pack of local business on the first page, effectively taking away most of the spots. Most of these are businesses close to the person performing the search.
Showing up at 15 or 20 may seem like an achievement, but if someone has a leaky faucet, they're not going to call a number of plumbers. They may talk to 2 or 3 at the most. So if being on the first page of Google is crucial to getting calls for your business, how do you achieve it when the odds are stacked against you.
The answer if you’re a plumber, a remodeler or any business in a large locale is pay per click. You can reach the first page of Google and do it in a manner of minutes, not months as what is often needed for SEO. Local SEO should always be part of your marketing plan, but so too should pay per click. Yes, there is cost involved with each click, but if you're generating legitimate leads this cost will be more than made up in revenue.
The Advantages of Pay Per Click for Local SEO Marketing.
Buying your way onto the first page of Google is the main advantage of pay per click, but it has other benefits, as well.
You control when your ads run and where. You might cover just parts of Chicago or San Diego or whatever metropolitan area.
Site links can encourage customers to click on more than just your landing page. They could go to a coupon page or a page about a specific service.
You can show up for specific services, not just general terms. While many people might type in Chicago plumbers, they’re most likely typing in something like clogged drain or leaky faucet. Your ads can literally run for hundreds of different phrases.
You can find other terms to target for SEO. By looking at the search terms people use to find your ads, you will likely find new terms to use for your local SEO campaign. People constantly change the way they search so this allows you to find out these new search terms.
You can change the text of your ad or your offer right away, something you can’t so with your meta descriptions (at least not how they’re displayed). You can test the text used on an ad so you can learn which description has the best results. More importantly you can fashion your ad to what is taking place in your community. For example, if a hail storm occurs, a roofer can target people immediately who need their roofs inspected.
Yet, for all the advantages of pay per click, there is one obvious disadvantage, the cost. Bidding on certain keywords in major markets can be as much as 50 dollars a click and that's a conservative figure. I've seen a 500 dollar daily budget eaten up in a matter of a couple of hours. This is why you need to make sure you're not just targeting your market, but that they respond to your offer or your website.
I recommend all my clients keep pay per click management as part of their local SEO marketing campaign. The goal is to make the phone ring with relevant customers on the other end. This is what a well done pay per click campaign can do.
One of the key features of Google Adwords is that you can constantly test elements of your campaign to improve it. And should be. In the past, marketers would test direct marketing campaigns to see which mailings had the biggest response. Unfortunately, it would take months to test various elements of a campaign, if not longer. With Google Adwords you can test elements much quicker and in the process improve your conversion.
A/B testing is in effect, putting two variations on elements of your campaigns to see which version performs better. It could be something as large as competing offers and something as small as testing out different words in text ad.
Here are some elements to test in an Adwords campaignTesting the words used in text ads
– there are only 25 characters in the text link of an ad and just 35 characters each in the two descriptive lines. This isn’t a lot, so each word is crucial to your ad. Always run at least two ads in an ad group, but not many more (then you won't h
ave accurate data). Try not only testing the words being used, but also the punctuation. Let the ads run concurrently for a period of time then tweak the one with the lower click through rate. If it eventually overtakes the better ad, then begin tweaking that one. Testing the site links used with your text ads
– site links are proving to be very effective for getting prospects to click on an ad and you should test what site links you use. And the words you use to describe them.Elements of the Landing Page/Pages
– Ideally you want to be able to have more than one landing page so that you can test elements here, as well. Be careful not to test too many elements at once, however, or you’ll lose. Here are just some elements of a page to test:
•The Headline on the Page
•The content of the page, including how much or how little text to have
•The graphics on the page, not just varying pictures, but also the size of the images.
•The colors on the page, from the colors used in fonts to the background.
•The layout of the page
•Having a navigation bar on the page or notTweaking the Contact Form
– in most cases you want your visitors to perform an action and for some its simply to make a call. In the majority of cases, however, a form is used to capture information about your visitor. Test not only how many form fields to have, but also the color and text used in the button they click to submit the form.
The smallest element of a campaign can have a surprising amount of impact on a campaign. I’ve seen a period being replaced by an exclamation point have a dramatic impact on click through rates in an ad. So don’t discount anything.
If you’re having an agency doing your campaign and they only seem to be making minimal changes to your ads, don’t assume they’re simply doing busy work. Hopefully there’s a method to their madness. I’d be more concerned if they weren’t doing anything.
I’m constantly surprised when companies contact me about their pay per click campaigns, expressing their disapproval of their current agency. They tell me that they’re no longer getting the results with their ads that they once did and/or that they never hear from their agency. Their bill arrives promptly once a month, but that is about all the contact they have with th
With one client I recently took on, I took a look at the ads their current agency had created for all their campaigns and each Ad Group had the same ad, with only the location being changed. At the very least there should have been two ads in each ad group so that they could see which had a higher click through rate. Testing ads is a critical element of successful pay per click management.
While it makes sense to turn over your campaign to a professional it doesn’t make sense that they shut you out of your own marketing campaign. First of all the account should be under your company’s name and that you still have some control over it. You should never give them your user name and password, but instead have an agency or consultant link to your account. With Google they make it especially easy for agencies to link to their clients though a Client Center. Bing also offers something similar with accounts that are post pay.
If your agency hasn’t been in touch a while, then look at the Change History in your account. If you’re not seeing much or any activity for a month, then what exactly are they billing you for? Here are some things that should be occurring with your account.
•New ads should be created on a regular basis to test against the current ads
•New phrases should be added on a regular basis
•Negative keywords should also be added on a regular basis as well
•Adjustments in bidding would most likely occur due to competitor’s activities
•New features should be added as Bing and Google Adwords constantly add new features to their platforms.
Another place to look for neglect of your account is the opportunities tab. This is where Google themselves offers suggestions on your account. If you log in and see the opportunities available, then log in again in a couple of weeks. If the same suggestions are there, it means they’re not taking advantage of these opportunities. Even if some of the suggestion don’t apply, they’ll at least be removed from the list.
Finally, do they get back to you in a reasonable amount of time when you have a question? I try to get back to clients the same business day even if it’s to tell them that I’ll get back to them with an answer by the next day.
If you’re marketing agency is MIA, part of the responsibility has to fall with you. Not that you picked the wrong agency (mistakes do happen), but that you continued on with them even though they’re bringing nothing to the table. After all it's your money being spent and you have to make sure it's being spent properly. You don't need to look over the shoulder of an agency, but should feel its a partnership.
If you’re dissatisfied with your current agency, then contact me today. I can take a brief no obligation look at your site and let you know if you need to look for a new agency.
Remarketing is all the rage among online marketers and it definitely has value for businesses. With remarketing you display ads to people who’ve visited your site. The idea being that since they visited your site, they’ve already shown some interest in what you offer. By reminding them of who you are, you have a chance to reconnect with them. And it only costs if they actually click on one of your ads again.
For branding purposes there is obvious value to remarketing. Although many people are becoming aware of the practice there are a still a number who aren’t aware of it. They see all the ads from a company and think they’re a major player with an unlimited marketing budget.
Remarketing is also good if you offer a number of services or have a promotion going on. You can connect with even your most loyal customers and alert them to something you offer they might not be aware of. For example, a veterinarian can run ads reminding customers about getting shots for their pet or that they now offer doggy daycare. A paintball company can let customers know about promotions.
Yet, for all of the potential of remarketing, a number of businesses are failing miserably at remarketing. For one, searchers are starting to catch on to remarketing and while they may not understand how it works, they are aware of it being used. This may lessen its value for some businesses.
Here are some ways in which remarketing becomes more of a hindrance than a benefit.Not varying up the ads.
Many businesses created a text ad and a display ad and then left it at that. Soon people will become anesthetized to the ad having seen it so many times. This is especially true if you have a small marketing list. Even if you’re not offering anything new, create more than one ad, with different graphics. That way it will at least seem fresh to people.Display ads that don’t look good in certain sizes.
When you create a display ad with Google Adwords you’re creating it for a number of sizes. For some the graphics and text look good, but for others words may be cut off or half the image disappears. Test out the ads and only check off those that look just right.They see your ads over and over and over again.
Yes it’s nice to have your ads shown to customer all the time, but too often they see it too many times. You want to gently remind customers you’re out there. Not to shove your business down their throat. Set a daily cap on your remarketing so that they’re seeing it no more than 5 or 6 times a week.Some industries should avoid remarketing altogether.
For example, divorce lawyers, private investigators, even doctors. Anything in which privacy is a factor I think, should avoid remarketing altogether. If a spouse for example starts to see remarketing ads for an attorney they may become suspicious.
Remarketing certainly has its benefits and when properly done has a higher conversion rate than traditional adwords campaigns. And the fact that it doesn’t cost except when ad is clicked on makes it very cost effective. Yet, it must be set up properly as with any pay per click campaign. If you need assistance with setting up remarketing or pay per click then contact me today.
If Ebenezer Scrooge were alive today and about to be visited by the ghost of Christmas past, it wouldn’t be just his personal mistakes that the ghost would point out. He’d likely point out Scrooge’s marketing mistakes.
As a money lender he was frugal with his money, but he was also stuck in his old ways when it came to marketing his establishment. Unfortunately, Scrooge isn’t the only one stuck in his old ways. Many businesses market themselves in a way that is just as out of date. Here are some ways Scrooge and many business people are misguided in their approach to marketing.Traditional Marketing No Longer Works
. In the old days marketing in your community was relatively simple. You’d buy a full page ad in the Yellow Pages, buy some radio time and take out an ad every few months in your newspaper. Today those platforms can generate leads, but most prospects are online. The newspaper and the phone book are struggling to survive.Customers don’t tell their friends about your service or products.
They post it online. In the past if you had a dissatisfied customer they’d tell a few friends and that would be the end of it. Today they post their comments on Facebook or they leave a review on Yelp. That means not only do their friends learns about their experience, but it’s now forever online. When they Google your company’s name, they could see the comments of that customer for years to come.Just having a website is no longer enough
. Not that many years ago your company looked cutting edge because you had a website, even if it was developed by your nephew. If you had some flash or exploding graphics, all the better. Now it’s not the look of your site that matters, but it’s content. People are looking for information, not eye catching graphics. Cold calling is not just ineffective, it can be illegal
. Hiring a company to call out to people, often as they were eating, not only is ineffective (and always was), it’s now illegal. Do Not Call lists mean most prospects on a list can’t be called. Unfortunately, businesses can still be called. Yet, even when you could cold call it only worked if people were actively looking for your services at that particular moment. The odds were slim and still are. Now you can do SEO and pay per click to connect with prospects actively looking for what you offer. Your website is just one way people find out about your business
. When prospects went online and searched for your company’s name, it was your website they found. Now it could be your Google Places page, your Facebook page, your Yelp listing, etc. You have to take control of these now in addition to having your own website.A Google Adwords Account can no longer run on autopilot.
Maybe in the past you could set up an Adwords campaign and plug in a daily budget and forget about it. Today if you do that you’re campaign most likely won’t be running most of the time. Google Enhanced changed all that and now you have to have site links and other ad extensions. It no longer takes weeks for your site to be updated.
In the past when you or someone in your company wanted to update information they’d either contact their IT person or their web designer. You might have to get an estimate or at least be told that it would be a while before the changes could be completed. Now sites are made with wordpress or through a content marketing system like Hubspot. This means even the least tech savvy person in your company can update your site and do it in a manner of minutes.
Scrooge woke up to find he still had time to change his life. As a business person you still have time to wake up and embrace todays marketing.
Having a blog on a site can benefit a business in a number of ways. As I related in a recent post, blogs can generate leads for a business. They can also establish you or your company as a leader in your field. And if content is king now on Google, then a blog is a great way to continuously add content your site. Yet, they are also something many businesses consider and then either dismiss or only test them for a little while.
Here are five excuses I typically hear from clients about doing more with their blogs and why they’re often wrong about their excuse.You need to be a great writer to have a blog
. While it helps to have experience writing, as long as you can string sentences together in some semblance of an order, you can write a blog. Maybe take a conversational approach and think of your clients as you write an entry. Read other blogs to get a feel for who they’re done. Also the more you write the better you’ll be. A blog needs a lot of followers for a blog to succeed
. Again this certainly helps, but if you’re in an industry such as plumbing or construction, people in your market aren’t going to hang on every word you write. Yet prospects who aren’t even familiar with you or your company, could come across a blog entry while doing a search on a problem they have. If they find your blog it’s a way to introduce yourself and again show your experience. I don’t’ have the time.
Nobody who has a business has enough time. It’s one of the pitfalls of running a company. Yet, try to set aside time to write. During the week jot down ideas as they come to you, then on the weekend write an article. Also if you have a staff of employees, turn to them not just for suggestions, but to occasionally write an article. After all you’re trying to show the benefits of working with your business so featuring employees with your blog could be a selling point. It shows the experience of your team, not just of one individual. I've run out of ideas.
Even great writers run out of ideas. The key is not to let it become a hurdle that shuts you down. Think about what prospect and customers typically ask when they call or when you are providing them with services. Subscribe to other blogs in your industry. Don’t plagiarize their content, but you can use them as inspiration for your own slant on the idea. Often I’m inspired to write a blog after talking to a prospect or client and answering a question they might have. If they have that questions, others may too.My business isn’t that interesting
. It’s one thing to write about the travel industry or some exciting field, but it’s another if you’re a plumber or a electrician. These jobs aren’t glamorous, but they do provide a valuable service. And often people have questions about that service. Provide them answers in a straightforward manner and while it may not be Hemingway they will appreciate the advice. And turn to you when they can’t handle the problem on their own.
It you still can’t convince yourself to do a blog, then eliminate all the excuses and turn to a professional. A writer with SEO experience will not only craft the articles for your blog, they’ll optimize it so that the search engines index it for specific terms. And then know how to publicize them through social media. When Google updates its algorithm again down the road and some sites take a hard hit, your site will be safe. Because you have a blog that benefits people in your market.