Guide to Internal Linking for SEO

Guide to Internal Linking for SEO

Do you want your website to rank high on Google? If so, you’ll need to manage local listings, improve user experience, and add SEO-friendly meta descriptions to every page.

The list doesn’t end there, though. To maximize your SEO results, you must also include internal links throughout your website. 

What are internal links? How will they help your search engine rankings? And how should you add them to your site? fusionZONE is here to provide you with all the information you need to know!

What Are Internal Links? 

Internal links are hyperlinks that connect pages on the same domain. A hyperlink that gives your users the ability to navigate from your “About” page to your “Contact” page is an internal link.

There are many different types of internal links, including:

  • Navigational links
  • Contextual links
  • Footer links, and
  • Image Links

Internal links should not be confused with external links, which connect your pages with pages on different sites.

Why Are Internal Links Important for SEO?

Internal links offer a wide range of SEO benefits, including: 

  • Enhanced Site Structure: Internal links can help Google better understand the layout of your website. As a result, its algorithm will index more of your pages and you will receive more visitors.
  • Increased Page Authority: Page authority (the quality and importance of a page) is one of the primary factors Google considers when compiling search results. Internal links can pass authority from one page to another.
  • Improved User Experience: Internal links make it easier for users to navigate your site. This improved user experience will help you climb Google rankings. 

These benefits, and others like them, make internal links a vital part of any SEO strategy.

How to Set Up an Internal Linking Strategy

Internal links are vital to the success of your SEO efforts. However, you should not just randomly scatter hyperlinks throughout your website. Doing so will result in sub-par results.

To maximize the SEO benefits of your internal linking, we recommend following these tips:

1. Identify and Focus On Your Site’s Hub Pages

Before you start adding internal hyperlinks, you will need to figure out which pages are the most important to the ongoing success of your website and your business as a whole. In other words, you have to identify the pages you want to receive the most traffic.

For a car dealership, the following pages are generally among the most important:

  • New Inventory
  • Used Inventory
  • Service, and
  • Financing

Once you have identified your hub pages, focus on linking to them in a natural way on as many different pages as possible. Doing so will give these pages more authority and make them more visible on Google.

2. Use Keyword-Rich Anchor Text

When adding internal hyperlinks to your website, it’s best to avoid using generic anchor text like “Click Here” or “Learn More.” These non-descriptive phrases don’t provide Google with any info about the content of the destination page. As such, they can limit the SEO benefits of your link.

If you want to maximize results, use keyword-rich anchor text instead. For a dealership linking to its “Finance” page, the following anchor phrases are likely to be the most effective:

  • “Finance department”
  • “Automotive financing”
  • “Auto loans”
  • “Apply for financing”

These descriptive phrases help Google’s bots understand the destination page’s contents and increase the odds of your site appearing among the top results for relevant searches.

3. Audit Your Links Regularly

If you want to make sure your site continues to generate leads for many years to come, you will need to audit your internal links every three months or so.

You can perform an internal link audit with Google Search Console by following these steps:

  1. Log into the Google Search Console.
  2. Navigate to the correct property.
  3. Click “Links” in the menu.
  4. Access your “Internal Links” report.

This report will show you the pages you are linking to the most on your website. If you spot any low-priority pages on this list, you can then take steps to re-route some of their authority to your more important pages.

Need SEO Help? Contact the Experts at FZA Digital Today!

Do you need help creating an internal linking strategy for your site? If so, please do not hesitate to get in touch with the team of knowledgeable marketers at FZA Digital. We have been helping clients climb the Google rankings for years, and we would love to do the same for you! 

To speak with one of our friendly representatives, all you need to do is fill out our online contact form or give us a call at (424) 232-0810. We look forward to hearing from you! 

The 10 Most Valuable Local Listing Directories

Do you want to drive more sales online? If so, you need to list your company in a variety of local directories and optimize your local SEO. Local listings offer a range of benefits to your organization, including:

  • Improved visibility in local searches on Google and Bing
  • Increased traffic to your website and your storefront, and
  • The opportunity to gather reviews and feedback from customers.

For most companies, the following online directories deliver the best local SEO results:

1. Google Business Profile

Google Business Profile (formerly Google My Business) is a tool that gives you the ability to control the way your company appears on Google Maps and Google Search. Your listing can include information such as:

  • Your business address
  • Photos of your storefront
  • Your phone number, and
  • Your hours of operation

You can even use Google Business Profile to respond to messages from interested shoppers!

For tips on how to boost your Google Business Profile, watch this video!

2. Yelp

When Americans want to find a nearby restaurant, collision center, medical clinic, or hair salon, they often turn to Yelp. More than 30 million people have the Yelp app installed on their phones and tablets.

A 2016 Harvard Business School study found a one-star increase in Yelp rating can increase a restaurant’s revenues by up to nine percent.

3. Facebook

With almost three billion monthly active users, Facebook is one of the most popular platforms in the world.

By creating a Page, you can share pictures or videos, promote products, and provide interested shoppers with key information about your company. You can even use Facebook’s analytics to learn more about the demographics of your customers.

4. Foursquare

Foursquare is an app designed to make it easy for people to find things to do and places to visit in their area. It has more than 50 million monthly active users and is particularly popular in large cities like New York, Los Angeles, and Chicago.

Businesses that list with Foursquare can entice users to visit their location by offering deals and discounts.

5. The Yellow Pages

The Yellow Pages is one of the oldest business directories in the world, and its website and app still attract over 60 million users each month.

Listings in the Yellow Pages include information such as phone numbers, addresses, and hours of operation. It also has a reviews system that allows users to rate businesses based on factors like atmosphere, expertise, and service.

6. Superpages

Superpages is a business directory owned by Thryv Holdings; the same company that publishes the Yellow Pages.

Though it is not quite as popular as its sister publication, millions of people use the Superpages website to find plumbers, auto dealerships, and lawyers every year. Listing your business in this directory will boost your search engine rankings and drive more customers through your doors.

7. Better Business Bureau

The Better Business Bureau has been connecting customers with reputable companies for more than 100 years. Its website,, attracts more than 10 million visitors every month.

Listing your business on this directory won’t just improve your search engine rankings and make your website more visible online. It will also show shoppers they can trust your organization.

That boost to your reputation is sure to result in an uptick in sales! 

8. Nextdoor

Nextdoor began its life as a social networking website to connect people with their neighbors. In the past few years, however, it has transformed into a highly valuable business directory.

Almost a third of US households are on Nextdoor. Its app has 100 million monthly active users – 67 percent of whom regularly recommend businesses to their neighbors. 

If you list your company on Nextdoor and create a Business Post, every user within two miles of your location will receive a notification in their feed.

9. Angi

Angi (formerly known as Angie’s List) is a directory designed to connect American homeowners with trusted plumbers, electricians, roofers, and other home service providers.

The site has more than 700 service categories and boasts over 6 million monthly users.

If you list your business on Angi, you can showcase your work and receive quote requests from homeowners who may need your services.

10. Bing Places

Bing is the default search engine on Internet Explorer and Edge. If you’d like to make it easy for the millions of people who use these browsers to find your business, you’ll need to list it on Bing Places.

Like Google My Business, Bing Places allows you to share key information about your company and its products or services. You can even attach up to 100 photos to your listing.

List Your Business Today with FZA Digital

Don’t have the time to list your business on these online directories? The FZA Digital team can help! With our FastListings tool, we can add your company to more than 100 of the world’s most popular directories in as little as a few days. Our program will then lock down your info and push updates as needed.

To learn more about FastListings, just give us a call at (424) 232-0728 or contact us online!

5 SEO tips for image optimization

Five SEO Tips for Image Optimization

Unoptimized images can throttle your website’s loading speeds and drive customers away from your business. A staggering 45.4 percent of people say they are less likely to purchase items from slow-loading sites.

The drawbacks of unoptimized images don’t end there, though. They may also hurt your search engine ranking and decrease your website’s organic visitor numbers.

If you would like to keep your customers happy and maximize your online sales, you’ll need to optimize your images. Here’s how:

1. Select the Right Format

Almost all images on the web use one of the following formats:

  • JPG
  • PNG
  • GIF

When adding product pictures and other images to your website, take some time to decide which option is best.

In most cases, the JPG format is the right choice. This file type is typically easy to compress, which leads to high-quality images and small file sizes.

However, if you want an image that won’t degrade during re-saves, a PNG file might be a better option. The tradeoff: PNG files are generally quite a bit larger than JPGs, though.

For thumbnails and decorative images, you might want to consider using a GIF. This format produces manageable file sizes and supports animation.

2. Compress Your Images

Large pictures will slow down your website. Compress your images before uploading them if you want pages to load quickly.

To compress an image on a Windows computer, follow these steps:

  1. Right-click on the image you want to compress.
  2. Select “Open with” > “Photos”.
  3. Click “…” in the top right corner.
  4. Select “Resize.”
  5. Choose a size.
  6. Save your compressed image.

Be sure to avoid over-compressing your images. If you push your pictures too far, they may look pixelated and discolored on your website.

3. Use Descriptive File Names

When uploading images to your website, it can be tempting to use default generic file names like: 

  • IMAGE001.jpg
  • DSC0558.png, or
  • SitePic236.gif

However, if you want to maximize your online sales, it’s generally better to use titles that describe the contents of the image, such as:

  • Blue2022HondaAccord.jpg
  • Collision-Center-Exterior.png, or
  • FinanceDepartmentStaff.gif

These descriptive file names will make it easier for search engines to gain an understanding of the contents of your company’s site. As a result, your rankings will increase, and you’ll attract more organic visitors.

4. Add Appropriate Alt Attributes

Alt attributes provide alternative information about an image if it does not render or the user is otherwise unable to view it. They are also used to improve web accessibility for the visually impaired.

Whenever you upload an image to your website, add an appropriate alt attribute. It is generally best practice to:

  • Be Descriptive: As with file names, your alt text should describe the contents of the image. Use model names or stock numbers where possible.
  • Keep it Short: Your alt text should be as concise as possible. One or two sentences will usually suffice.
  • Avoid Keyword-Stuffing: Insert keywords into your alt attributes in a natural way. Google may penalize you for keyword-stuffing.

Taking the time to add alt attributes to your images will boost your search engine ranking. It will also show the visually impaired community you care about them and their business.

5. Use an Image Sitemap

An image sitemap is a guide search engine algorithms can use to find and review all the pictures on your website. It can help you improve both your ranking and your visibility on Google and Bing.

You can create an image sitemap in minutes using the free automated tool from MySitemapGenerator.

You can submit your image sitemap to Google by following these steps:

  1. Log into the Google Search Console.
  2. Click “Index” in the left navigation pane.
  3. Select “Sitemaps.”
  4. Paste your sitemap URL into the box marked “Add a New Sitemap.”
  5. Click “Submit.”

Once you have submitted your image sitemap to Google, it will verify the data, and its crawlers will begin reviewing your images. This process can take anywhere from a couple of days to a few weeks.

Need Help Optimizing Your Site? Contact FZA Digital Today!

Whether you need help optimizing images or any other aspect of your company’s website, you can count on the experts at FZA Digital. We have been building state-of-the-art, high-converting websites for years, so we know what it takes to climb to the top of the Google rankings.

To find out how we can help your organization, all you need to do is give us a call at (424) 232-0810 or fill in our short online contact form. Our friendly representatives will be more than happy to answer all your questions! 

5 Ways to Improve User Experience on Your Website

5 Ways to Improve User Experience on Your Website

Your organization’s website is the core of your digital marketing efforts. If you want to generate leads and drive sales online, you need to make sure it offers an enjoyable user experience.

Here are five steps you can take to improve user experience on your site:

1. Make Your Content Readable

Users come to your site to learn more about your products and services. If they have difficulty reading your content, they will become frustrated, and will almost certainly leave without making a purchase.

If you want users to enjoy spending time on your site, you must ensure your content is readable. You can do so by following these steps:

  • Use strong headlines with plenty of subheaders.
  • Keep your sentences and paragraphs short.
  • Use charts and tables to illustrate key points.
  • Break up your content with images and videos.
  • Use bulleted and numbered lists where appropriate.

It’s also a good idea to avoid throwing too much information at the reader at one time. Doing so is only likely to confuse them.

2. Make Your Site Mobile-Friendly

More than half of all web traffic now comes from mobile devices. As such, it is no longer enough to create a website that is easy to use on a desktop or laptop. It must also offer an enjoyable user experience on smartphones and tablets.

You can make your site mobile-friendly by following these tips:

  • Choose a responsive theme or template.
  • Use a large, readable font.
  • Avoid using pop-ups.
  • Space out your hyperlinks.
  • Avoid using Adobe Flash.

If you would like to see how your site looks on some of the most popular mobile devices, all you need to do is enter your URL into this Responsive Design Checker tool

3. Boost Your Loading Speeds

When users visit your company’s website, they expect it to load quickly. If it fails to do so, they will leave.

A Google study found as load time goes from one second to five seconds, the “probability of bounce” increases 90 percent

You can increase your website’s loading speeds by following these steps:

  • Compress and optimize your images.
  • Upgrade to a performance-optimized hosting solution.
  • Reduce or eliminate the use of redirects.
  • Enable browser caching.
  • Use a content delivery network (CDN).
  • Avoid using unnecessary plugins.

Taking these steps won’t just make your site more enjoyable to use. It will also improve your search engine ranking and visibility. 

The PageSpeed Insights tool from Google can test your site’s speeds and provide you with suggestions on ways to cut your loading times.

4. Include Clear Calls to Action

Your visitors shouldn’t have to spend time clicking around your website to figure out how to buy your products or get in touch with a member of your sales team. They should be able to navigate with ease.

Including clear, intuitive calls to action on every page is one of the fastest ways to make your site more navigable. 

FZA Digital recommends using big, brightly-colored call to action buttons featuring direct, straightforward instructions, such as:

  • “Contact Us”
  • “Buy Now”
  • “Learn More”
  • “Make a Donation”

These buttons will prevent people from becoming frustrated while using your website. In time, they will also lead to more conversions.

5. Use Plenty of White Space

When designing a website, it can be easy to think of white space as unused real estate, a gap that should be filled with ads or product information.

In reality, however, white space is crucial to an enjoyable user experience. It makes content more legible and gives the website a fresh, modern look. It even makes it easier for users to understand complex points.

Perhaps most importantly, though, the use of white space in page layouts can increase user satisfaction by as much as 70 percent.

Put simply, if you want people to enjoy using your website, avoid cluttered pages and embrace the use of white space.

Need Help Improving Your Site? Contact the Experts at FZA Digital!

Do you need help building a website your visitors will love? If so, please do not hesitate to reach out to the team of knowledgeable developers at FZA Digital! We’ve been creating high-quality websites for companies like yours for years, and we would love to add your name to our growing list of satisfied clients.

To learn more about our services, all you need to do is give us a quick call at (424) 232-0810 or fill in our online contact form. We look forward to working with you!

How to Write SEO-Friendly Meta Descriptions

Hoping  improve your website’s search engine rankings? If so, you might publish more targeted content, build backlinks, or increase your loading speeds. However, if you want to achieve the best results, you should also add an SEO-friendly meta description to every page.

What Are Meta Descriptions? 

Meta descriptions are HTML tags that provide summaries of web pages to search engines and their users. They appear beneath page titles in search engine results pages (SERPs).

Meta Description Example

Well-written meta descriptions can boost your site’s click-through rate (or CTR), which can positively impact your ability to rank on Google and Bing.

Tips for Writing SEO-Friendly Meta Descriptions 

The FZA Digital team recommends following these five tips when writing meta descriptions for your company’s website:

1. Keep it Brief

When writing a meta description, it can be tempting to go into great detail about your organization and its products. However, if you do so, Google is likely to truncate your message on its results pages, which could potentially remove critical details about your webpage. 

If you want to make sure users can read your entire meta description, keep them short and succinct. We suggest keeping your descriptions between 120 and 165 characters.

2. Be Detailed

Your meta description is your opportunity to entice Google and Bing users to visit your webpage. As such, avoid using generic and uninformative descriptions like:

  • “ABC Motors: Your local auto dealership.”
  • “For all your plumbing needs, contact Smith and Sons, LLC.”
  • “Call the Jones Law Firm for help after your accident.”

Instead, write descriptions that tell users more about your company and its products or services, such as:

  • “Are you in the market for a new or used Toyota? Visit the ABC Motors showroom in Atlanta today! We offer a wide range of financing options.”
  • “Whether you need your sink unclogged or a new shower installed, you can count on Smith and Sons, LLC, in Seattle. Call us today for a free estimate!”
  • “Injured in a car crash or workplace accident in NYC? The Jones Law Firm may be able to help you recover compensation. Call us today to schedule a free consultation.”

These detailed descriptions are much more likely to result in clicks than their generic counterparts.

3. Include Figures and Statistics

Nothing catches the eye of Google users quite like figures and statistics. Include them in your descriptions where possible. 

The following sentences are excellent examples of how you can integrate figures and statistics into your messages:

  • “We offer a 10-year / 100,000-mile warranty on all new cars!”
  • “We’ve helped clients recover more than $100 million in damages!”
  • “Drive home in a new truck for as little as $100 per month!”
  • “Our products last 40 percent longer than the competition!”

You must ensure any figures or statistics you include in your descriptions are accurate. Misleading statements can land you in trouble with Google and harm your search engine rankings.

4. Avoid Duplication

Writing meta descriptions can be a somewhat tedious task. However, you should resist the urge to use the same message on all of your pages.

Duplicate meta descriptions are unlikely to entice users to visit your site. As a result, your click-through rate and search engine rankings may fall.

If Google notices duplicate meta descriptions, it may decide to penalize your website. Should this nightmare scenario occur, your website will plummet down the search engine rankings.

5. Include a Call to Action

You don’t want Google users to read your meta descriptions and move on. You want them to call you, visit your website, or take some other action.

Including one of these calls to action in your meta descriptions is the best way to ensure they follow the right procedure:

  •  “Visit our website to learn more!”
  • “Give us a call today to set up a free consultation!”
  • “Contact our team to schedule your free estimate!”

It is recommended to put your call to action at the end of your description.

Need Help? Contact the SEO Experts at FZA Digital Today! 

If you need help writing meta descriptions for your website, please do not hesitate to get in touch with FZA Digital. We have been helping companies throughout North America climb the search engine rankings for years, and we would love to do the same for you. 

To speak with a member of our team, all you need to do is fill out our brief online contact form or give us a call at (424) 232-0810. 

website navigation best practices

Let’s say Honda, Nissan, or Kia was running ads for a new vehicle.  Your dealership has that vehicle on the car lot.  A potential buyer sees the ad and gains interest in the vehicle.  They grab their phone, do a search for “Honda dealership near me”, and find your website.  What is their visit like?  How was the user experience? Does your website guide them down the path to eventually purchasing?  Did you follow website navigation best practices?

Mike and Charles tackle the combination of user experience and website navigation in the automotive industry.


It’s important to keep in mind the users behavior, search intent, and overall experience. A proper user experience is imperative to the generation of the lead.  It is usually the difference between good service and bad service regardless of the industry.

In the automotive industry, the website user experience can make or break a new car sale.  

7 User Experience Tips For Better Website Engagement

  1. Provide Helpful Internal Links.
    The user is likely researching vehicles and so you want to link to resources that can help with the experience.  Links to financing, to test drive videos, reviews, are helpful links.  You may want to link to the OEM, and other resources that will help the user, and add SEO value to your website.Don’t confuse links with call to actions.  These internal links should help inform the user, but not take away from the main CTA’s.
  2. Improve The Content Flow.
    You can determine what pages get the most traffic on your website with tools like Google Analytics.  More importantly, you can learn which pages lead to new car sales.  For example, a website visitor could land on your website home page from a Google search for “Honda dealership near me” or a similar term.  From the home page, they may visit your search page and begin looking at vehicles.  After selecting a vehicle, they’ll end up on that vehicle page. With this basic level of understanding about your website traffic, you can improve the way your content flows and cater it to the user experience.  Once the visitor is on the vehicle page, we continue to guide them with call to actions like schedule a test drive, or get financing.The content should guide the website visitor down the path you want them to take.Keep in mind that most of these actions will likely be taken with the swipe and tap of the users thumb, on their mobile device.  Using buttons and strategic links makes this process easier.
  3. Limit Plug-ins & Pop Ups.
    You want to provide a helpful experience to the user.  When the website has too many distractions, it can become intrusive.  It is similar to dining at a restaurant and dealing with your waiter.  A good waiter will observe from a distance and then provide service when the time is right.  They’ll wait until your cup is almost empty before refilling.  They won’t interrupt you mid bite to ask you a question.  Your website user experience should be similar.  We all hate random newsletter subscription pop ups. These additional website features can help with conversions when used properly.  Overuse will deter website visitors from engaging and slow your website down which is detrimental to your search engine optimization.
  4. Simple Navigation.
    When discussing user experience, it normally starts with the website navigation.  This is the main website menu that accesses most of, if not all of the website pages.  Website navigation best practices have grown and changed over the years.  Now, we have mega menus that do a great job of highlighting different website sections.  We have drop downs, and fly out menus, that work well on desktops. The challenges with website navigation tend to happen on mobile devices.  Expandable menus, sub menus, and the like become a hassle when using your fingers and thumbs. We’ve actually released a new product called Nav. 2.0.It was designed to address the common website navigation mistakes that most businesses make.  It has built in features that make navigating the website easier for the user.  One of my favorite features will lock the background when the menu is expanded.  This forces the user to choose a menu option, and not accidentally click on any elements on the page.The reality is, good navigation on a website will easily guide visitors to the pages they are looking for.
  5. Audit Your Menu Regularly.
    While on the subject of navigation, be sure to audit your menus.  Some websites may have a few different menus.  A top menu, main menu, sidebar menu, footer menu, and more.  These menus will contain pages that may need to be adjusted.  If your menu includes event pages that would promote coming events, be sure its updated.  If you all aren’t having events, remove the page.  Update the about page, or history page, with the latest company information.  Be sure to present content by order of importance. When auditing the menu, you’re checking to make sure that the pages are accurate, up to date, and there are no broken links.  The flow of pages is consistent with the overall goal you want to reach.
  6. Focus On Speed.
    The speed of the website has a direct impact on the user experience. How fast does this website load?  How quickly can I navigate through it?  How long does it take me to find what I’m looking for?  Did it guide me down the path I needed to take? Positive answers to those questions will inherently mean that the website user experience is great.We can’t move on from speed without mentioning Google. Page speed is so important to ranking that they have tools and services that audit how fast your website is, and what could make it faster.  Page speed and user experience are key factors to improving search engine rankings.
  7. Use Videos.
    Video is the fastest way to share information with website visitors.  Video has more engagement than plain text.  When considering giving the user the best experience, we know video is the primary tool.  When speaking of the automotive industry, walk around videos, and test drive videos, and even testimonial videos definitely help the user experience.Wheels TV is a video add on product we offer to certain dealerships.  It allows us to add high quality, manufacturer specific videos, to each dealership website.  They are branded, load extremely fast, and provide a ton of value. Aside from increasing on page engagement, video has other SEO benefits as well.

The website user experience is directly affected by the navigation.  Be sure to follow website navigation best practices when improving your user experience.

If your dealership, repair shop, or body shop is having website challenges, be sure to schedule an appointment with us.  

Optimize Your PDFs for SEO

Many people believe Google’s algorithms can only index traditional HTML web pages. They think the search engine giant doesn’t have the ability to crawl and rank PDF files.

In reality, Google has been indexing PDFs since 2001 and currently has a library of over 500 million files.

How can you get your PDF to the top of Google’s search results? The FZA Digital team recommends following these four tips:

Compress the PDF

Loading speed is one of the main factors Google uses to rank web pages. The same is true of PDF files.

Compressing your PDF is one of the best ways to be sure it loads quickly and shoots to the top of the Google rankings.

You can reduce the size of your file by following these tips:

  • Use Standard Fonts: Fonts like Courier and Helvetic tend to load much more quickly than less commonly used alternatives.
  • Use Vector-Based Images: Bitmap images use a lot more space than their vector-based counterparts.
  • Avoid Excessive Color: Vibrant colors can make your PDFs look beautiful. However, they might also increase file sizes. Stick to a monochrome scheme to keep the file small.

You can further compress your file in Adobe Acrobat. Simply follow these five steps:

  1. Open the PDF in Adobe Acrobat
  2. Click “File”
  3. Select “Compress File”
  4. Choose your compression options
  5. Hit “Save”

Following these steps can often reduce the size of your PDF by more than 50 percent, an improvement that is sure to impress the Google algorithm.

Use a Keyword-Rich File Name

When creating PDFs, it can be tempting to use generic names like “PDF_1” or “Doc123.” However, doing so may harm your search engine rankings.

Google’s algorithms pay close attention to file names when ranking PDFs. When the bots see a PDF with a name like “Doc123,” they may struggle to understand its content. As a result, they will not show the file to users.

To help Google’s bots understand the content of your PDFs, it is generally wise to give them descriptive, keyword-rich names, such as:

  • Report_On_2020_Used_Car_Prices
  • IRS_Tax_Rules_2017
  • Roofing_Materials_List

These names take just a few seconds to create. However, they can have a massive impact on your search rankings.

Use Alt Text for Images

Is your PDF filled with pictures, charts, or infographics? If so, you should try to ensure you use alt text for each image.

Alt text is a short written description that will appear if the picture cannot load. It helps Google’s algorithms understand images and rank PDFs.

To add alt text to the images in your PDF, follow these steps:

  1. Open the PDF in Adobe Acrobat
  2. Click on the “Tools” menu
  3. Select “Action Wizard”
  4. Hit “Make Accessible”
  5. Click “Set Alternative Text”

It is usually wise to use alt text that is descriptive, succinct, and keyword-rich, like:

  • Red boat crossing Hudson River in New York City
  • Technicians changing the oil of a 2017 Toyota Corolla
  • Five tourists stand next to Rocky Statue in Philadelphia, PA
  • Large stack of chocolate chip pancakes on a white plate

In most instances, alt text should be less than 125 characters long.

Add an SEO-Friendly Meta Description 

A meta description is an element that describes the content of a PDF for the benefit of users and Google’s algorithms. Adding one to your file can help to significantly improve its ranking.

Creating a meta description for a PDF is not difficult. All you need to do is follow these steps:

  1. Open the PDF in Adobe Acrobat
  2. Click “File”
  3. Select “Properties”
  4. Go to the “Description” tab
  5. Add your meta description
  6. Hit “Save” 

Here are some guidelines for writing an effective meta description:

  • Keep It Short: SEO-friendly meta descriptions are generally less than 175 characters in length.
  • Use Your Focus Keyword: By including your main keyword in your meta description, you can boost the odds of Google showing your PDF to its users.
  • Make It Unique: Avoid using the same meta descriptions for all of your PDF files. This practice may harm your rankings.

Here are a few examples of well-written meta descriptions:

  • Are you searching for a new vehicle? Compare the prices on the most popular models with ABC Motors!
  • IRS tax rules are constantly changing. Find out more about this year’s regulations with the Smith Accounting team!
  • Considering moving to New York City? Our crime report will help you find the safest neighborhood for your family!

Your description will be visible to the public, so triple-check your spelling and grammar before hitting the “save” button.

Need SEO Help? Contact the Experts at FZA Digital! 

Do you need help optimizing a PDF for SEO? If so, please don’t hesitate to reach out to FZA Digital. Our team of experienced marketers will be happy to provide you with the assistance you require.

To talk to one of our friendly representatives, all you need to do is call our office at (424) 232-0810 or send us a message online. We look forward to working with you!

Have you been looking for a way to boost your website’s search rankings? If so, you might want to consider link building. It has long been one of the most effective tactics in digital marketing.

But what exactly is link building? And how can you know if your efforts are delivering the best possible results? FZA Digital has the answers.

What is Link Building?

Link building is a search engine optimization tactic that involves boosting the quantity and quality of inbound hyperlinks to a website. 

The most effective link building techniques include: 

  • Listing the site in trustworthy directories
  • Writing guest posts on other websites
  • Building relationships with other site administrators
  • Providing testimonials to other companies

Taking these steps can make a substantial difference to the site’s Google and Bing rankings. It may also result in the following benefits:

  • Improved sales figures
  • Increased credibility and trustworthiness
  • Improved bounce rates

How can you tell if your link building campaign will deliver these benefits? By monitoring key performance metrics.

4 Metrics to Measure Your Company’s Link Building Campaign 

Monitoring the following metrics will help you assess the performance of your link building campaign:

1. Linking Root Domains

When running a link building campaign, it can be tempting to focus solely on attaining as many hyperlinks as you can. However, doing so is unlikely to deliver the best possible results.

If Google notices all of your links coming from a small selection of sites, it will assign less value to each one, limiting your growth. To maximize your results, it is typically better to acquire a smaller number of hyperlinks from a broader selection of domains. 

As such, if you want to find out how your campaign is performing, keep a close eye on your linking root domains. These metrics let you know which sites are pointing to yours.

Majestic’s site explorer tool can help you monitor your linking root domains.

2. Page Strength

When deciding how to rank results, search engines like Google and Yahoo! pay close attention to the strength of each page. Weak pages plummet to the bottom of the rankings while better ones rise to the top.

The quality of the links leading to a page is one of the main factors search engines consider when determining its strength.

Monitor the strength of your site’s most important pages during the course of a link building campaign. An increase in your page strength is a clear sign you are succeeding.

Of course, if you don’t see any improvement in the strength of your pages, your link building campaign may not be going well, and it might be time to reevaluate your strategy.

You can use the free tool at to track your page strength.

3. Domain Authority

A well-run link building campaign won’t just increase the strength of your pages, it will also improve your overall domain authority.

Domain authority is a ranking score that predicts how likely your website is to rank in search engine results pages by examining your inbound links (among other factors).

To monitor your domain authority, you can use the Moz Link Explorer tool. If it shows your website trending upward, you can feel confident that your link building techniques are working.

If you don’t see a noticeable increase in your domain authority after some time, it could be a sign that you have been acquiring hyperlinks from low-authority websites. Consider seeking links from educational institutions or major news outlets to address this issue.

4. Organic Traffic

Monitoring your site’s organic traffic is, without a doubt, the simplest way to tell if your link building campaign is succeeding. The higher your visitor count rises, the better your campaign is performing.

However, organic traffic will not appear overnight. It might take weeks or even months for Google to reward your link building efforts with a higher spot in the rankings, and you will not see a bump in your visitor numbers until this happens.

If you want more immediate feedback on your link building campaign, you should try to focus more on the other three metrics.

Of course, if you don’t mind waiting, you can easily monitor your website’s organic traffic using Google Analytics.

Need Link Building Assistance? Contact the FZA Digital Team Today!

Building high-quality links is a vital part of the SEO process. However, it is also quite complicated and time-consuming. Should you need a little help, please do not hesitate to reach out to the knowledgeable marketing team at FZA Digital. We have years of experience in the industry, and we would be more than happy to point you in the right direction.

To speak to one of our friendly representatives, all you need to do is give us a call at (424) 232-0810 or send us a message online

Google Upgrades Structured Data Tool - What You Need to Know

For many years, if you wanted to analyze your website’s structured data, you could visit the Google Structured Data Testing Tool. This is no longer an option.

Google has replaced it with a navigational page that directs you to its Rich Results Test Tool or the Schema Markup Validator.

Why Has Google Replaced its Structured Data Testing Tool?

Google initially launched the Structured Data Testing Tool in January 2015 with the goal of helping developers better understand how its algorithms viewed their websites. It was a relatively simple system that could detect data types and provide users with error warnings.

In December 2017, the organization rolled out its Rich Results Test Tool with a similar objective in mind. This tool was much more advanced than the Structured Data Testing Tool, but it remained in beta until July 2020.

When the Rich Results Test Tool came out of beta, Google announced it would phase out its legacy Structured Data Testing Tool. In August 2021, the search engine giant completed the transition.

What Should You Know About Google’s Rich Results Test Tool?

The Google Rich Results Test Tool is similar to the legacy Structured Data Testing Tool. Both systems can alert developers to errors and display lists of data types found on websites.

However, the Rich Results Test Tool offers lots of features that didn’t exist in the Structured Data Testing Tool. The most notable new developments include:

  • Device Selection: The new Rich Results Test Tool lets you decide whether you want to analyze your pages on desktop or mobile. All you need to do is select an option from the dropdown menu when you enter your URL.
  • Results Previews: If your structured data is valid, you can click the Preview Results button to see how your page will appear in Google results.
  • Page Loading Analysis: When you enter a URL into the Rich Results Test Tool, Google will check to see if it is loading correctly. Should it notice any loading issues, it will provide you with the information needed to fix the problem.
  • Review Snippets: The Google Rich Results Test Tool can detect if your website has a review snippet. If it does, the tool will display it in a separate dropdown box beneath the main Detected Items section.
  • Test Sharing: When you run a test in Google’s new system, you can share it with other members of your team using a browser link. You do not need to assign special permissions before sharing. Result links remain valid for 90 days.
  • Save Test History: The Rich Results Test Tool automatically saves your code each time you use it. It retains the data for 90 days.

The Google Rich Results Test Tool supports structured data in Microdata, RDFa, and JSON-LD formats.

What is the Schema Markup Validator?

When you go to the old Structured Data Testing Tool page, Google will try to direct you toward the Rich Results Test Tool or the Schema Markup Validator.

You now know what you will find if you visit the Rich Results Test Tool, but what is the Schema Markup Validator, and how can you use it to improve your website? was founded by Google, Microsoft, Yahoo, and Yandex with a mission to “create, maintain, and promote schemas for structured data on the internet.” (For more information on Schema, check out this fusionZONE blog we wrote.)

When Google announced it would begin phasing out its legacy Structured Data Testing Tool, the team started working on a tool of their own. This system, now known as the Schema Markup Validator, launched in May 2021.

So, if the Schema Markup Validator is more like Google’s old system than its new one, why would you want to visit it? Put simply, it can show you a greater variety of structured data schema than Google’s proprietary tool.

When you plug your URL into the Rich Results Text Tool, it will only show you info on Google-supported data types. However, if you enter your site into the Schema Markup Validator, you can view a much broader range of structured data types without Google feature-specific warnings.

This information can prove vital when optimizing your site for non-Google search engines such as Yahoo and Bing.

Need Help Testing Your Structured Data? Contact the FZA Digital Team Today!

Generating and testing structured data is an essential part of the search engine optimization process. However, it can often be quite complicated and time-consuming. If you need any help along the way, please do not hesitate to reach out to the experts here at FZA Digital. We will be more than happy to provide you with the assistance you require.

To learn more about our company and our services, please give us a call at (424) 232-0810 or fill in our brief online contact form. We look forward to hearing from you!

How to Market Electric Vehicles Online

Electric cars and trucks are more popular than ever before in the US. Data from Experian indicates Americans registered 133,509 new EVs in the first four months of 2021 alone – a 95 percent increase over the previous year.

But how can you convince motorists to purchase your electric vehicle over the ones available at competing dealerships? Through the magic of digital marketing, of course!

Let’s take a look at some of the best ways to market your EVs online.

Search Engine Optimization

  • When a driver decides they want to buy an electric vehicle, they are likely to head to Google to search for one of the following phrases:
    • “Electric vehicles for sale near me”
    • “Best electric cars under [PRICE]”
    • “[EV1] vs. [EV2]”
    • “Electric vehicle tax credits”
    • “How to charge electric cars?”
  • If you want to increase the chances of them choosing to do business with your dealership, you will need to make sure your site appears near the top of the search results for these phrases. You may accomplish this objective by optimizing your website for search.
  • To optimize your dealership’s site for EV-related keywords, all you need to do is follow these steps:
    1. Choose the keywords you wish to target. Tools like Ubersuggest and Long Tail Pro can help you with this step.
    2. Publish information-rich content on EV-related topics. Insert keywords into your posts in a natural way.
    3. Add EV keywords to the headlines and descriptions on relevant pages.
    4. Build backlinks from reputable websites. Guest blogging is one of the best ways to generate these links.
    5. Reduce your loading times. Compressing images and reducing the use of redirects can speed up your site.
    6. Ensure your website is mobile-friendly. Enter your URL into Google’s testing tool for a detailed analysis. 
  • Taking these six steps will show Google your site is trustworthy and full of useful EV-related information. As a result, it’ll be much more likely to send interested shoppers in your direction.

PPC Advertising

  • Want to start generating new electric car sales as soon as tomorrow? PPC (pay-per-click) advertising may be the answer. 
  • Google Ads is by far the largest PPC advertising platform in the world. Its ads generated about $300 billion in sales for companies across the globe in 2020. As such, you may wish to focus your efforts there. 
  • When creating a PPC ad for the electric vehicles on your lot, you would be wise to keep the following advice in mind:
    • Write in the second person. “Find your new electric car here” is likely to perform better than “We have a wide range of electric cars.”
    • Include relevant keywords. As a general rule, you should try to have your main keyword appear at the start of your headline and again in your description.
    • Outline the benefits of electric vehicles. Tell users how switching to an EV can save them money and reduce their carbon footprint.
    • Include relevant facts and figures. A phrase like “save up to $200 a month on gas by switching to an EV” is sure to draw attention to your ad.
    • Add a compelling call to action. Tell users what step they should take next to purchase one of your electric cars.
  • Once you are happy with your ad, set it to run in the areas your customers call home during the hours your showroom is open.
  • When your ad goes live, don’t forget to monitor its performance and make edits as necessary.

Social Media Marketing

  • 54 percent of people use social media apps like Facebook and Instagram to research products they would like to buy. If you can help them with the research process, they might decide to do business with your dealership. 
  • You can provide social media users with information about your EVs in the following ways:
    • Live Videos: Live videos are an excellent way to give users a tour of your electric vehicles. Be sure to answer any questions you receive during your stream.
    • Product Photos: High-quality interior and exterior images can give shoppers some insight into the look and feel of your EVs before they arrive at your showroom.
    • Reviews: Did a previous customer love one of the features in your EV? Sharing their review on social media can help to highlight the best things about the car.
    • Comments: You will receive lots of questions in the comments of your EV-related posts on social media. Providing detailed answers can give shoppers the confidence to take the next step in the purchasing process.
  • You can also drive electric car sales by letting your social media followers know about the incentives and discounts you currently offer.

Need Help Marketing Your EVs Online? Contact the Experts at FZA Digital!

  • Would you like a team of experienced marketing professionals to help you promote your electric vehicles online? Then please don’t hesitate to reach out to FZA Digital! We have been assisting auto dealerships like yours with their marketing needs for years – so we know what it takes to succeed.
  • Call (424) 232-0810 or fill out our online contact form to talk to a member of our team today!