Website Wonders: Developing Your Small Business’s Online Hub

In today’s digital age, your website serves as the online hub for your small business. It’s often the first point of contact between you and potential customers, making it crucial to leave a lasting impression. A well-designed website can captivate visitors, boost your credibility, and drive conversions. Here’s actionable advice on website development and design to help your small business create a captivating online presence.

Understanding Your Audience: Designing for User Experience

Knowing your audience is the foundation of effective web design. Your website should cater to the preferences and needs of your target market, ensuring a user-friendly experience. Start by identifying your audience’s demographics, interests, and online behaviors. Use this information to tailor your website’s design and content.

Tips for Enhancing User Experience:

  • Simplify Navigation: Make it easy for visitors to find what they’re looking for by organizing your site with clear, intuitive navigation menus.
  • Responsive Design: Ensure your website looks great on all devices, from desktops to smartphones. A responsive design adapts to different screen sizes, providing a seamless user experience.
  • Fast Loading Times: Optimize your website to load quickly. Slow websites can frustrate users and lead to higher bounce rates. Use tools like Google PageSpeed Insights to identify and fix issues.

Effective Small Business Website

A successful small business website includes several key components that work together to create a positive user experience and encourage conversions.

Here are the Must-have Elements:

  • Clear Call-to-Actions (CTAs): Every page should guide visitors towards taking a specific action, whether it’s making a purchase, signing up for a newsletter, or contacting you. Use prominent and compelling CTAs to direct users.
  • Contact Information: Make it easy for visitors to get in touch. Include your phone number, email address, and physical address prominently on your website. A contact form can also streamline communication.
  • About Us Page: Tell your story and build trust with an engaging “About Us” page. Highlight your mission, values, and team members to connect with your audience on a personal level.
  • Testimonials and Reviews: Showcase positive feedback from satisfied customers to build credibility. Include testimonials, case studies, and reviews to demonstrate your expertise and reliability.
  • Social Proof: Display logos of clients you’ve worked with, certifications, or awards to further establish your authority in the industry.

 

Crafting Compelling Content that Engages and Converts
Content is king when it comes to captivating visitors. High-quality, relevant content not only attracts and retains visitors but also boosts your search engine rankings. Here’s how to create content that engages and converts:

  • Blog Regularly: Maintain a blog with informative and valuable posts related to your industry. This positions your business as an authority and keeps visitors coming back for more.
  • Use Visuals: Integrate images, infographics, and videos to make your content more engaging. Visual content can break up text and illustrate points more effectively.
  • Keep it Concise: Avoid overwhelming visitors with too much information. Keep your content concise, clear, and focused on delivering value.
  • Tell a Story: People love stories. Use storytelling techniques to make your content more relatable and memorable.

Optimizing for Search Engines:

SEO Best Practices Search engine optimization (SEO) is vital for improving your website’s visibility in search engine results. By following SEO best practices, you can attract more organic traffic and reach a wider audience. Here are key SEO strategies:

  • Keyword Research: Identify the keywords your target audience is searching for and incorporate them naturally into your content, headings, and meta descriptions.
  • On-Page SEO: Optimize individual pages by including keywords in the title tag, URL, header tags, and throughout the content. Ensure your images have descriptive alt text and use internal linking to connect related pages.
  • Quality Content: Search engines prioritize high-quality, relevant content. Regularly update your website with fresh content that addresses your audience’s needs and questions.
  • Technical SEO: Ensure your website is technically sound. This includes having a clean URL structure, fast loading times, mobile-friendliness, and a secure HTTPS connection.

Leveraging Analytics to Continually Improve Your Website
Web analytics provide valuable insights into how visitors interact with your website, helping you make informed decisions for improvement. Tools like Google Analytics can track metrics such as traffic sources, user behavior, and conversion rates.

Tips for Leveraging Analytics:

  • Monitor Key Metrics: Keep an eye on important metrics like bounce rate, average session duration, and conversion rates. These indicators can reveal areas for improvement.
  • A/B Testing: Experiment with different design elements, CTAs, and content to see what resonates best with your audience. A/B testing allows you to compare variations and choose the most effective option.
  • User Feedback: Collect feedback directly from your visitors through surveys or feedback forms. This can provide insights into their preferences and pain points.

By understanding your audience, incorporating essential website elements, creating engaging content, optimizing for search engines, and leveraging analytics, you can develop a small business website that captivates visitors and drives success. Your website is your digital storefront—make it a place where visitors want to stay and engage. Need help in this area? Our team of experts is ready to help you take your website to the next level.

Decoding SEO: Strategies to Boost Your Small Business in 2024

Getting to Know SEO

If you’re a business owner, chances are you’ve heard the term “SEO” frequently used when it comes to your online presence. You also might be thinking, “What exactly is SEO and why is it so important?”. We’re here to answer those burning questions. SEO stands for “search engine optimization”. It refers to the improvement of a website’s visibility on search engine rankings through the utilization of strong keywords associated with the business, product, or service. SEO aims to enhance the user experience, boost brand awareness, and attract more organic traffic to a website, ultimately striving to generate more leads and conversions.

The Golden Rule of SEO

The Golden Rule of SEO, according to LinkedIn, is “create content for users, not search engines”. It’s easy to try and throw in keywords that you think will boost your rankings in search engines, but what’s more important is remembering to put yourself in the shoes of your customers. What are they searching for? What problems does your product or service solve for them? Knowing these things will help your content stay evergreen and relevant.

Key Components of Strong SEO

To drive traffic to your website and attract customers, there are a few key components you need to implement. First, make sure your website is user-friendly. The written content should be grammatically correct, easy-to-read, clear, and concise. Ensure your website is easy to use across both desktop and mobile devices. Following the Golden Rule of SEO, strong keywords will be anticipatory of user behavior and interests about your product or service. Some users will be more knowledgeable about your business than others, making it critical to include keywords that could be used by a wide variety of prospective customers.

S-E-O Boy, Let’s Get Started!

As you can see, SEO is crucial to building a strong online presence and attracting new customers. By following the Golden Rule of SEO and putting yourself in the minds of potential consumers, you can ensure your website soars in search engine rankings. Need help getting started? Our team of experts at Triple-Nine Digital is here to help boost your SEO!

Maximizing Video Marketing: Small Business Edition

A Small Business Owner’s Guide to Video Marketing

We all know that when it comes to digital marketing, these days, video is king. Short, eyecatching clips are certain to go viral on social media apps such as TikTok, Instagram, or YouTube. The algorithms on these platforms allow just about anyone to create viral content and have their videos end up across a plethora of screens, including those who may not even be following them. Many small business owners may be wondering exactly how they can leverage video marketing to their advantage. Here are our top tips for standing out behind the camera.

The Formula for Creating a Viral Video

What’s the secret sauce for making a viral video? First, let’s take a step back and remember that it’s not necessarily about creating content for the purpose of going viral, but rather about creating content that provides tangible tips and value to your audience. What are questions your customers or clients frequently ask you? What problem does your product or service solve? These are all great starting points for video topics. When creating a video, there are a few key things to think about. Research has shown that social media users typically decide within three seconds if they are going to watch a video or keep scrolling. This is why an engaging hook is crucial! Within the first few seconds, make sure you have an attention-grabbing phrase to ensure viewers stick around. Eliminate filler phrases and words such as, “Hi guys!” “Today we’re going to be talking about…,” or “like” and “um.”

The Different Types of Video Content

There are tons of different types of video content to create. A popular style of content uses trending audio in the background of your video. This can be a piece of lip-syncing audio or a trending song. Use these sounds to your advantage and think of relatable ways you can draw your audience in. Another popular style showcases someone talking to the camera about a certain question or providing valuable information relevant to the brand. Users love to listen to people talking and sharing relatable or useful information. It can be intimidating to talk to a camera, but content of that style is highly valuable to your audience.

High-Quality Video Content on a Budget

Many small business owners veer away from video content because it seems like a large endeavor. They assume they need expensive camera equipment, professional audio tools, and high-quality editing software. However, that isn’t the case anymore. With the rise of TikTok, Instagram Reels, and YouTube Shorts, content shot on a smartphone is just as great, if not sometimes better, than professionally filmed content. Smartphone clips have a relatable feel, making the brand seem less intimidating to the customer. Consider changing your phone’s settings to higher quality, such as filming in 4K and at 60 FPS. Investing in smaller pieces of equipment like a tripod, ring light, and small clip-on microphones are simple and affordable ways to improve your content. Make sure to film in a spot with good lighting and speak clearly. These easy additions will drastically improve the quality of your content on a budget.

Taking the Plunge into the World of Video

Video content can be intimidating at first, but by implementing a few key steps and investing in affordable equipment, you can take your business’s online content to the next level. Social media users continue to flock to video footage; be sure you’re reaching as many potential customers as possible by creating engaging, high-quality video content.

Navigating Reputation Management: A Guide for Entrepreneurs

With information easily available on the Internet and social media, it is crucial for your business to look at its current reputation. What are customers saying about you? Are they happy? Do they have criticism or feedback? All it takes is a few negative comments or reviews for other prospective customers or clients to disregard your business. By responding to reviews, comments, and messages, you can ensure your customers feel seen and supported.

What is Reputation Management?

Reputation management involves overseeing how a business is perceived by the public, including reading and responding to online reviews and comments. Having an online presence is a must in today’s day and age. With over 53% of customers turning to search engines, such as
Google, as sources of information for new products, it’s increasingly important to monitor reviews customers may be leaving for your business.

Why Should I Implement Reputation Mangement for My Business?


75% of customers state that they “always” or “regularly” read online reviews, and just 3% of consumers “never” read them. It’s clear how integral online reviews are in a customer’s research journey! With brands becoming more accessible via the Internet and social media, consumers expect these businesses to respond to their online feedback in a timely manner. Replying to reviews, comments, or direct messages will make your customers feel seen and heard. After all, they are the ones keeping you in business by purchasing your products or services!

How Do I Develop a Reputation Management Plan?

First, ask yourself what your business’s current reputation is. Be honest with yourself! Do you have a loyal, happy customer base, or are you experiencing negative feedback? Then, decide what your tone will be when responding to customers. You want to be professional whether you are responding to encouragement or criticism. Make sure you are looking at all facets of your brand’s reputation. This includes reading reviews on Google, Yelp, or other search engines, as well as comments on social media platforms like Facebook and Instagram.

Know How to React in a Crisis

While we all hope that we never find ourselves in this situation, it’s wise to have a plan in place should things go sideways. In the event that a particularly unhappy customer leaves an unpleasant review or comment, decide what tactics your business will take to mitigate the situation in a timely, professional  manner. Consider hiring an agency to help you develop this plan.

Protect Your Business

You believe in what you do. Protect your business’s reputation by taking a close look at your current perception and if there are ways to improve it. Develop a plan for how you will handle feedback, both positive and negative. If you’re feeling stuck, don’t hesitate to reach out to a professional agency to help your business shine online! Our team at Triple-Nine Digital can help.

Social Media Mastery: Tips for Small Businesses to Stand Out

In today’s day and age, social media is more prevalent than ever. Almost every business is on at least one social media platform, and the everyday consumer often turns to their favorite apps to find new products or services. It can feel overwhelming and hard for your business to stand out, but we’re here to share our top social media tips and best practices to help your small business flourish online.

Know Your Target Audience

When it comes to growing your social media presence, building an audience is key. The first step is to understand who your target customers are. What is their age range? What need does your product or service solve for them? Asking questions such as these will help you put your content in front of the right people. The Rule of 7 in marketing states that a potential customer must see or hear an advertisement seven times before they decide to take action and try it. Ensuring that your content reaches the right people at least seven times is key when converting customers.

Research the Right Platforms

With a plethora of social media platforms popping up constantly, it’s increasingly important to know which platforms your audience is actively using. Are they primarily on Facebook? Do they use Instagram? What about TikTok? LinkedIn? To avoid spreading yourself thin by trying to post on every single platform, focus your efforts on two, three, or possibly four different apps that your audience is most active on. Pro tip: repurpose your content to be used across multiple platforms, but make sure that it’s optimized for each one! For example, consider taking an Instagram Reel and posting it to YouTube Shorts if your audience is active on both. You could also reshare a LinkedIn post to Instagram with cohesive images. Don’t be afraid to double-dip when it comes to your content!

Keep Up with Trends, but Don’t Overdo It

Trends come and go faster than ever before. It can be overwhelming to try and keep up with each one, but don’t sweat it! Following trends on social media is a fantastic way to expand your reach and expose your content to more users, but it’s not a guaranteed way to build and sustain an audience. Social media users want to see content that provides value; this could mean sharing relevant tips, things they might not know about the industry, or answering common questions. Consider posting one or two pieces of trendy content for every nine or ten pieces of valuable, unique content. This ensures that when new users find your page from something trendy, they will also find a plethora of content that provides value and is unique to your business.

Make Sure You Have S.M.A.R.T Goals

S.M.A.R.T. goals refer to those that are Specific, Measurable, Achievable, Relevant, and Time-Bound. By adhering to these pillars, you are ensuring that your goals will be reached in a timely manner. The landscape of social media changes quickly, and new trends are popping up left and right. However, it’s important to know what your intentions are with social media. Do you want to reach new potential customers? Are you working to build an audience of loyal followers and customers? Are you trying to drive more people to your website? Putting a plan and goals in place will help you keep your focus on what is most important to your business in the future

A Website Isn’t a Business Expense – It is a Business Investment

The main purpose of a website for your business should be to turn website visitors into customers, otherwise known as conversion. We live in a digital world where people no longer pick up the Yellow Pages to search for information on a business. Instead, they go to their computer or mobile device and perform a search on a search engine, like Google, to find what they are looking for. The customer is then tracked as they search through thousands upon thousands of results on their screen, choosing the right website to visit to eagerly find what they are looking for. Hopefully it is your website. And hopefully they purchase your product or service. But if you don’t have a website, you are missing out on potential business opportunities and immediate sales. Here is why a website isn’t a business expense but instead, a business investment and why you need a web presence.

The Bare Minimum of an Online Presence

According to the eCommerce Foundation, 88% of consumers will research product information before they make a purchase online or in the store. That research is happening on the Internet. It doesn’t matter if your business is a huge company with hundreds of employees and a storefront, or if you are a small one person gig operating out of your garage. A website is necessary for all businesses and should be tailored specifically to your business and your customer’s needs. If you don’t have a website, potential customers won’t be able to find your business, products and/or service and you won’t be taken seriously. It is as simple as that in today’s world. Unfortunately you could have the best product in all the land, but if people can’t find your website online, you just don’t seem legitimate.

At the bare minimum, a business should have a website and a social media presence online. It doesn’t have to be all of the social media networks. We suggest starting with Facebook because it is still the largest and most powerful network for most businesses, and Google My Business, because it has Google power, and going from there.

Your Website Sells for You

Let your website be the backbone of your online presence. It will be online 24/7, weekends, holidays and when you are sleeping and others are awake. When you are sharing information, whether it be a social media post or an email to your potential customers/current customers, you’ll just send them to your website (the backbone). With every advertisement piece that you create, send them to your website. Drive the consumer to your website and let your website do the selling.

If your business is one that sells a physical product, then an eCommerce website would be a great fit so that you can sell 24/7. If you are a service provider, then a website that describes your services, how a potential customer can benefit from them and how someone can contact you to obtain those services, that would be perfect.

No matter what you are selling, always have a way for customers to contact you and for them to provide you with their information. Just because they visit your website but don’t make a purchase today doesn’t mean they won’t return tomorrow after you send an email and buy something else!

A Website is a Great Marketing Tool

We’ve already mentioned that with a website, you can sell your products and services around-the-clock. You don’t have to be actively engaging with leads on a constant basis because they are able to get the information they need from your website. But your website itself can accomplish many marketing strategies to help your business grow even more. With a website, you can accomplish other low cost marketing possibilities like search engine optimization, search engine marketing and email marketing, just to name a few big ones. Your website is the perfect place to guide your email subscribers to when you want them to learn more about a product or even make a purchase.

Additionally, by researching something on the Internet before making a purchase, your potential clients are going to see reviews and ratings. Your website can serve as a platform to share the good reviews and fix the bad ones.

Get Help from the Website Experts

There are many websites that allow you to use their platforms to build a website, but most business owners will tell you that those were fine in the beginning. They will also likely tell you that after working with professionals, they now have a website built to their own business goals and it is much better! Go straight to the experts for website design help. From the ground up or somewhere in the middle, Triple-Nine Digital can help you out when it comes to ensuring your website is optimized for your business goals.

The Cookie Conundrum

There’s no question that more needs to be done to protect privacy across the web but what’s the best way to do that without significantly crippling the ad industry? Everyone has an opinion on the matter and Google has decided they need more time to find the right solution for the Privacy Sandbox initiative.

What is the Privacy Sandbox Initiative?

According to Google, “The Privacy Sandbox initiative aims to create web technologies that both protect people’s privacy online and give companies and developers the tools to build thriving digital businesses to keep the web open and accessible to everyone, now, and for the future.”

Privacy online is a big deal for everyone. From the everyday users just browsing the internet to the biggest corporations, privacy is a much discussed topic. It is hopeful that the Privacy Sandbox will provide the best privacy protections for everyone.

In Google’s latest announcement (June 2021) they stated they will be postponing their plan to phase out support for Third-party cookies until mid-2023. They need to slow things down a bit and allow for more conversation on this particular subject.

What This Means for Marketing Agencies and Advertisers

Work still needs to continue toward alternatives for sure. For the time being, we continue business as usual with a bit more effort to build first-party data. There’s also the ability to target on a broader spectrum through interests and general groups. So, let’s not panic just yet but keep a watchful eye out for more forward progress from the major players.

Google My Business – What Is It and How Does It Work?

Launched in 2014, Google My Business became a business’s best friend for online searching. Google My Business is an online business directory that lets you manage how your business appears on Google Search and Maps. If you skip out on using Google My Business, you potentially will miss out on customers and sales. Why? Well let’s dive a little deeper into what is Google My Business and how it works.

What is Google My Business?

In simple terms, it is a business profile within Google. But it is not just your Business Profile, rather a tool by which you enhance your Business Profile to boost its visibility and effectiveness. Business Profiles appear in Google Maps and in the local results of Google search. A listing on Google My Business can be an amazing marketing tool for search engine optimization (SEO). Obviously Google has some power on their search engine, but now it has allowed businesses to have their search space as well.

All that Google requires within the business profile is the business name, location, and category. Once it is confirmed that the business is not a duplicate, Google will create the business profile for that location. You can have multiple location profiles per business if you have separate addresses. For example, a doctor has two offices. The doctor can have two business profiles for the business with two separate locations.

Is Google My Business Free?

YES! And it isn’t a scam. Google doesn’t charge to create a Google My Business profile. Plus, Google My Business does not operate on a pay by service level, like free, super, premium, etc., business model. This means that your business has the same level of access as your competitors. However, this could all change and it could become a paid service and eventually upsell the account levels. But for now, June of 2021, it is free.

Why Should I Use It for My Business?

Google always favors Google My Business profiles with extra information and user engagement, especially recent engagement. If your profile is up to date with a business image, hours, location, and services/products, Google will know that it is relevant information and will know to show it to someone searching for something similar.

Additionally, your business profile is open to people to leave reviews, add their personal pictures, ask questions and even answer others questions. Google might also populate your profile for you from information that it finds online. Of course that can always be edited to make it fit to your business standards. You know your business best!

How Do I Set Up A Google My Business Profile?

Yay! Glad you’ve made it to this point of wanting to set up a Google business profile. It is the right thing for your business.

To get a Google My Business account, go to google.com/business and click “Manage now,” which will take you through the steps of creating an account. Enter all of your information. Google will then need to verify the business location is actually yours. You’ll be sent a postcard by mail that will have a code on it to confirm it is yours.

In the meantime, optimize and nurture your profile. Add your business hours, ask your best customers to add in some pictures and reviews, add your own pictures and make sure the other business information like location and contact information are correct.

Now What Do I Do with My Google My Business Profile?

Post to your Google My Business listing at least once a week. Think of it as an additional social media post. Make the Google My Business post something specific to your business and link to your website. Hashtags won’t matter for this post. If you have an image that you took, post that instead of one that you create and is just a general image. When you use a picture that you took at the business, it has location tags within the file that Google will recognize. We don’t have to get deep into how that works. Just think of it as picture magic!

Being active on your listing is always a good idea. Manage reviews, good and bad, add events that are happening for your business, add a new picture of a product or someone doing your service, or add in an offer that you want to share with your potential and current customers. If Google releases updated information grabs, a new item where it already shows the things mentioned previously, this should be posted about. At the time of this blog (June 2021) there is a Covid-19 update area where businesses can post Covid updates, like if they are closed or the rules have changed. There is a good chance that this particular information will be ranked better than others. Update your profile to match whatever Google is suggesting.

Good luck with your Google My Business profile! If you have any questions or would like help setting up or managing your profile, contact us.

A Blog on Why Video Marketing is Important. Isn’t that Ironic?

Here we go. A blog about video marketing. It is so ironic, yet, we are still writing about it. Thinkabout the last time that you were on Facebook, Instagram or Twitter. How many videos did you see in your feeds? How many did you watch? Did you share any of them or tag someone in it?

As our Triple-Nine Digital team scrolls through their own social media feeds right now, there are a ton of videos that pop up. Some are just for entertainment purposes, some are just friends, kids and animals, but others are for business purposes. The common theme? We are watching them! Video content marketing is at an all time high because people being online is at an all time high. But why should a business use video marketing?

According to Makenzie Walker of topfloortech.com…

1. 97% of marketers claim that videos help their customers better understand products.
2. 81% of businesses are now using video as a part of their digital marketing strategy.3. Live videos account for 13% of total traffic.
4. 90% of consumers claim a video will help them when making a purchasing decision.

Video Sells

How many people still watch commercials on television? Where are people watching  “commercials”? From the early ages of commercials on television, to the late night infomercials, to the daytime talk shows, video has always been used to sell in many ways. Except in today’s world, commercials are fast forwarded through and popular streaming services offer options to purchase packages that don’t even have commercials. So where is video supposed to sell now? Online…on your computer and especially on your mobile device. Video is viewed more on mobile devices (phones) than television now than ever before. According to JWPlayer, more than 75% of worldwide video viewing is mobile. As a business, you have the ability to market your product or service directly to your customers on their social media, in their search engines, and directly on your website in front of their very eyes. You don’t have to make “commercials” in the dictionary term of it, but instead you can make videos that interest and interact with your potential customers. Get those shares! Get those likes! It all matters.

Is Video Marketing More Important Than Other Forms of Marketing?

Video isn’t necessarily more important than other forms of marketing, but it sure helps that video can be used in a variety of ways. Video comes in many different forms like webinars, live streams, courses online, and of course published on YouTube or other social media platforms. It can also stop you in your tracks, well scroll, if you see something moving and interesting. The longer someone watches a video, the longer they are on your website or social page. This means the viewer is now engaging more with your business/product. Did you know that when this happens, whatever social media platform they are on gets notified of the amount of time the potential customer viewed your video and the platform keeps pushing more of your business posts to them? This is because the social platform knows the person viewing the video for a longer period of time is interested in whatever you are showing. Now your other marketing content, i.e. blogs, articles, images and other social posts, will be shown on their social feeds more than before, allowing your product to be front and center, just waiting to be bought.

Video Versus Written Text

While articles, blogs and other written text serve a wonderful purpose, videos allow the viewer to comprehend the message much faster, especially if your product is in action. Customers will only buy your product/service when they understand what it does and how it will help them. Sometimes that product or service needs to be shown in action! But with action comes text. The written text is still important for search engines. According to Moovly, a brand is 53 times more likely to show up first on Google if you have a video embedded on your website. And with video comes the video title and the description, which you may also use on your social media post – all written text. So video and written text go hand-in-hand! Additionally, it may take many different forms of marketing to make the final sale. So a video, followed up with a blog, followed up with an image, followed up with a different video may all come together to entice the final sale.

Video is Personal

There are a lot of great writers in this world who have the ability to speak directly to the reader. But video allows the viewers to have a deeper glimpse inside your business world. Whether it is a video about the owner’s story, or a hands-on video about the product, viewers will get a front row ticket to whatever you are talking about, potentially from a familiar voice of the company. Video makes the product/service and business even more real than it was before. Additionally, pulling at the heartstrings or a feel good video hits home for a lot of people. Making your business or product relate back to your potential customer’s needs can help make the sale. Sometimes a relationship starts with a video. Say a potential customer saw your video about why you sell a certain product. They then came into your store and found you, the person in the video, and said that they really resonated with the reasoning for your business to sell this product. Now they are interested in the product and you can grow that personal relationship with them. What a win! And all because of a video.

Don’t Miss Out

Videos aren’t the one stop magical solution to a marketing plan. It is necessary to be realistic about your goals when it comes to planning, producing and sharing out video content. Always be thinking about who should view your videos (and at what point in the buying process they are in – i.e. they don’t know anything about you, they are aware of your brand, or they are already a customer), where you can find those people and how should you speak to them. Do they like funny videos or do they like more serious, informational videos? Do they want to see the owner or another familiar face like a mascot, or does the voice not matter at all? If you aren’t creating video, you are at risk of missing out on one of the most popular ways that people consume content. Video does not have to be boring or long. You can have fun images and graphics incorporated, a spunky voice or a voice of an angel, engaging music (but always be careful of copyright!), or whatever you can think of. The possibilities are endless.

Need help on where to start with planning a video? Triple-Nine Digital is here to help! Contact us to discuss your ideas and how we can best serve you.

Google Changes (Again) – Modified Broad Match is Out the Door

In February, Google announced yet another change to the structure of its keyword match types. Modified broad match is going away. This is the 5th time Google has made updates to the keyword match types. Some are saying these changes are positives and others are looking at them in an unfortunate negative light. What does it mean for you, your business or your clients?

What are Match Types?

There are (well were) 4 kinds of match types within Google Ads. These deal with how your keywords can trigger an ad to show:

1.Broad Match
2.Modified Broad Match
3.Phrase Match
4.Exact Match

For the purpose of this blog, just know that each type has their own stipulations as to which words are focused on within a search query. You may not have even differentiated much with your keywords especially since users said that modified broad match and phrase match were often interchangeable and served the same purpose. Not that it matters now, but within modified broad match keywords, you would choose specific keywords that are required for your ad to show, through the use of a plus sign. The ads would only show for queries that contain all of the words you used with a plus sign in your keyword or phrase. Order did not matter.

Why This Matters

The big takeaway right now is that order will matter for how you place your keywords. Google will treat keywords as a phrase match type, but will expand it to cover the modifier traffic. In Google’s example below, the updated phrase match will not show ads for search queries in the opposite direction.

+moving +services +NYC +to +Boston may show up for the search query “moving services NYC to Boston.” Previously, the ad may also display when someone searches “moving services Boston to NYC,” which won’t help the advertiser because the searcher is moving in the opposite direction.

This change could save you time in the long run as it eliminates a step in building out an ad. It is time-consuming to put together all of the different keyword requirements per ad. But it could also cause an issue in that your keywords may not mean the same thing as what you want searched. An example provided by Allison Day, WordStream’s Lead Acquisition Specialist, is that “get more Google ads” does not mean the same thing as “get more conversions on Google ads.” Additionally, due to the change, your traffic could fluctuate. This is to be expected. Just keep that in mind and make adjustments to your new ads moving forward. We are all dealing with the same change so more information will surely come out about new strategies.

What Do I Have To Do?

Nothing right now if you are comfortable with that. In July, after this change has rolled out worldwide, advertisers won’t be able to create new modified broad match keywords. The current ones that are used will basically be grandfathered into the new behaviors. But really, keep alert to how this change does affect your ads and keyword searches in the coming months. Continue to use those negative keywords to block out bad traffic. You can also take the time now to revisit your account structure and potentially move around your ad spend budgets to make sure you aren’t focusing on modified broad searches.

Does this change make a difference for you, your business or your clients? If you aren’t sure or have questions on how to make sure your keywords are spot on, you can always ask us as we try to stay on top of all changes that affect our clients best interests.