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 prchecker.info 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.org 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.org 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.org Schema Markup Validator.

You now know what you will find if you visit the Rich Results Test Tool, but what is the Schema.org Schema Markup Validator, and how can you use it to improve your website?

Schema.org 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 Schema.org 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!

Winning the SEO Game: Proven Strategies to Increase Organic Traffic

These SEO Strategies Matter More Than Ever

If you want to get traffic to your website, it’s important to understand Search Engine Optimization (SEO). Up until about 2015, if you created a blog post with an interesting title and an eye-grabbing picture, you could bet a lot of people would click on it when they saw it on Facebook.

Since then, however, things have changed dramatically. Facebook realized they were basically giving free publicity to businesses. So, they began making it much more difficult for companies to grab people’s attention. If an organization wanted to get a lot of exposure, they would have to pay for it. 

The end result of all this is it’s now super tough to get as much traffic from social media. You need to have a massive following or be willing to shell out a fair amount of cash. 

This is why SEO matters so much. SEO is the process of optimizing your website (pages, blog posts, and more) for search engines like Google, Bing, and Yahoo. If you understand it and do it right, you can get a significant amount of traffic from search engines. 

The general concept behind SEO is simple, but it’s a little more complicated in practice. There are trillions of web pages, and Google has to be able to understand them and show the relevant ones to its users. One of the primary goals of SEO is to make your website stand out from all the others.

So, how do you make your site stand out in the eyes of Google? We’re going to give you practical, proven SEO strategies that will increase your Google rankings.

How Does Google Work?

To understand SEO, it’s important to have an understanding of how Google works. At its core, Google exists to provide the right information to searchers. We trust that, most of the time, it will return information relevant to our searches.

To make users happy, Google is always trying to find the best, most relevant information for a given search. But how does it determine which web pages are the best and most relevant?

The Google algorithm uses over 200 different factors when evaluating pages. These factors help Google determine which pages to return in its search results. When you enter a search term, Google evaluates millions of pages by their ranking factors to find the results that best match your query. 

As you would expect, not all the ranking factors are equal. Google hasn’t made it 100% clear which ones are the most important, but there is a fair amount of agreement around a few:

  • Search intent
  • Backlinks
  • Page speed
  • User experience
  • Content freshness, depth, and accuracy
  • Site authority
  • Security
  • Mobile friendliness
  • Structured data
  • Optimized for voice search

If you want to succeed with SEO, focus on the strategies listed above. We’ll explore each of the factors in detail – and what they mean for your site in particular.

SEO Strategies #1: Search Intent

Behind every search there is intent. In other words, when you type a search into Google, you’re looking for something specific. Google always seeks to return results that most closely match what you’re looking for. Pages that closely match your search intent will generally rank higher than those that don’t.

If you want to get search traffic to your website, you must optimize your pages for search intent. In other words, you want them to contain the information that people are searching for. So how do you optimize your pages for search intent? 

Keyword research is the process of finding relevant keywords and phrases that have a high monthly search volume and then including those words and phrases throughout a page. Including these relevant keywords in your content helps Google understand it more effectively. 

There are a number of tools that can help you find relevant, high-volume keywords and phrases, such as:

  • Ubersuggest
  • Ahrefs
  • SEMRush
  • Long Tail Pro

There are several fairly simple ways you can find the best keywords for your page. First, you can directly enter words and phrases to see what the monthly search volume is. Your goal is to find keywords that have a relatively high search volume and relatively low levels of competition. 

Another way to find relevant keywords is to look at your competitors to see what terms they are already ranking for. Seeing the terms your competitors rank for can help you determine the keywords you want to go after. Again, look for relatively high-volume, low-competition keywords. 

Once you’ve identified a number of relevant keywords and phrases, sprinkle them appropriately and naturally throughout your page. Try to include your primary keyword: 

  • In the page title
  • In the page description
  • Within the first 100 words
  • In a subheading
  • Naturally sprinkled throughout the body

SEO Strategies #2: Backlinks

When an external website links to your website, that is a backlink. Generally speaking, the more backlinks a page has, the more authoritative and trustworthy Google believes it to be. Authoritative pages are shown higher in search results. 

When Google sees that a page has a lot of backlinks, it’s a signal to them that lots of users value the page, and the content on it is highly relevant. Pages with lots of backlinks tend to show up much higher in search results because they are more authoritative and trustworthy in the eyes of Google.

If you want your pages to rank in Google search results, you’ll need to get backlinks to those pages. So how do you do that? 

The starting place for getting backlinks is creating informative and well-written content for your website. Give others a good reason to link to your pages.

What makes content valuable? Great content always checks at least one of the following boxes:

  • It covers a subject more thoroughly than other pieces.
  • It’s authoritative (facts, studies).
  • It’s easy to consume (easy to read, well-designed).
  • It’s up to date.

At its core, link building is all about finding strategic ways to promote your content. After all, if you want others to link to your content, they need to see it first. There are a number of effective ways to do promotion:

  • Outreach
  • Guest posts
  • Appear on podcasts
  • Find broken links
  • Find resource pages 

Ultimately, almost all link building tactics boil down to the same thing: adding value to others. The more value you can add, whether by creating great content, guest posting, or finding broken links, the more likely people are to link back to your site. 

SEO Strategies #3: Page Speed

Page speed is how fast a page loads in the browser. These days, page speed increasingly matters to Google. If they send searchers to a page that takes a long time to load, those searchers won’t be happy. As such, they tend to favor faster pages over slower ones in their search results.

To get a sense of how your site performs in the speed category, use Google’s free Test My Site tool. It will analyze your site, tell you how it is performing, and give you specific recommendations for speeding it up. 

In addition to the suggestions made by Test My Site, there are several relatively simple things you can do to speed up your web pages:

  • Compress images. Large images on web pages dramatically increase the time it takes them to load. A very easy way to increase your page speed is to automatically compress all your images. 
  •  Implement browser caching. Browser caching saves certain elements of your site, like headers and footers, within visitors’ browsers so they don’t have to reload every time they visit your site. This process can greatly increase your site speed. 
  • Minify HTML. When a person visits your site, the HTML code must be loaded into and interpreted by their browser. Decreasing the amount of HTML that must be loaded increases page speed.
  • Remove unnecessary plugins and scripts. Each time your site loads, the plugins and scripts also must load. A simple way to speed up your website is to remove any unnecessary plugins and scripts. 
  • Use a content delivery network (CDN). A Content Delivery Network (CDN) puts the files to your website on a large number of servers around the world. The physical proximity of the servers increases the speed at which your pages load.

SEO Strategies #4: User Experience

In recent years, Google has started using a machine learning algorithm called RankBrain to determine whether users are satisfied with search results. RankBrain looks at User Experience Signals to determine whether a particular page is satisfying visitors.

If Google sees people interacting with your site in a positive way, your pages will rank higher in the search results, and you’ll get more search traffic. How does Google know if people are having a positive experience with your site? It looks at a number of different things: 

Click Through Rate (CTR). CTR is the percentage of people who see your site in the search results and click through to your site. If a page has a high CTR, it’s a signal to Google that the page is important and should be high in the search results. To optimize for CTR: 

  • Start by optimizing your page title. It should be attention-grabbing, so it stands out in the search results.
  • Optimize your page description (the text that shows up under the title). Like your title, it needs to be both clear and compelling.
  • Optimize the URL of your page. The best way to do this is to make the URL short and include the primary keyword in it.

Dwell Time. Dwell time is how long someone stays on your site after clicking on the search result. If they stay for a long time, it’s a sign to Google that the content on the page is valuable and should be placed higher in the search results. To increase dwell time on your pages: 

  • Create quick, snappy intros. Keep your intros quick, clear, and to the point. Tell people what they’re going to learn and then move on to the rest. 
  • Create long form content. Longer, more in-depth content tends to perform better than short content.
  • Make your content easy to read. If you’re going to create longform content, it has to be easy to read.
  • Embed videos. Embedded videos can be a helpful supplement to text on your pages.
  • Internal links. Linking to other highly relevant pages on your website causes people to explore your site more.

SEO Strategies #5: Content Freshness, Accuracy, and Depth

If a search is time-sensitive, it’s important that it be fresh and updated. If the information on one of your pages changes somewhat regularly, do your best to keep it up to date. As a general rule, try to update your content whenever there are significant updates to the information itself.

Google does their best to ensure the information they show in search results is accurate. Work hard to fact-check the content you publish. Check verified, trusted sources if you’re in doubt about something. 

Covering a subject in-depth means you provide all the information that searchers are looking for. If you don’t cover a subject thoroughly, people will come to your website, not find what they’re looking for, and then bounce to another site. The more you cover, the more relevant your content will be to searchers. 

SEO Strategies #6: Site Authority

Some websites carry more authority than others. Major news outlets carry more weight than websites run by a single person. When it comes to search results, Google tends to favor high authority websites. What makes a site authoritative? 

The first key to authority is backlinks. Sites with a lot of backlinks from a variety of sources are considered to have more authority than sites with a limited number of backlinks.

Another key to authority is topical expertise. Google knows no one can be an expert in everything. They prefer sites that focus on being an authority in one particular area. 

Building the authority of a website is all about momentum. The more extremely authoritative content you create, the more backlinks you’ll attract. More backlinks result in your site being more authoritative.

SEO Strategies #7: Security and Mobile Friendliness

Google takes the security of its users seriously. They don’t want to send people to an unsecure site where data could be breached. If your site isn’t secure, you can make it secure using an SSL certificate. If you don’t know how to install one of these, your webmaster should be able to help you.

Your site needs to be mobile friendly, meaning it looks good on a smartphone. One way to see how your site performs on mobile phones is to go to Google Search Console and look at the “Mobile Usability” report.

SEO Strategies #8: Use Structured Data

Many pages have text on them that is easy for people to understand but tough for the Google algorithm to make sense of. Structured data is specific code you can put on your pages that helps Google understand the content. 

If you implement structured data correctly, it may show directly in the search results. For example, have you ever searched for a recipe and seen things like bake time or ratings? That’s the result of structured data being implemented.

You can create this type of information with Google’s Structured Data Markup Helper. You enter the URL of the page you want to edit and then Google will guide you through adding structured data to it.  

SEO Strategies #9: Optimize for Voice Search

Since the introduction of voice assistants like Siri, Alexa, and Google Home, voice search has exploded. To optimize for voice search, think about how most people use it. It’s almost always done in the form of a question. 

The best way to optimize for voice search is to include content that can be pulled by Google and given as the answer to a question. 

  • Create FAQ pages.
  • Shoot for the featured snippet.
  • Write naturally.
  • Keep it simple.
  • Boost your site speed.

5 Reasons Your Small Business Needs SEO

When you founded your small business, you likely set money aside to pay for rent, employees, and supplies. However, if you want your organization to succeed, there is one other thing you need to invest in – SEO.

What is SEO?

SEO (search engine optimization) is the process of improving a website to help it rank higher for relevant searches. The practice aims to increase the quantity and quality of traffic to the site.

Knowledgeable marketers use a wide variety of tactics and techniques to optimize websites for search, such as:

  • Improving the loading speed of the website
  • Ensuring the site works well on all devices
  • Selecting relevant keywords and inserting them into on-site content
  • Adding meta descriptions to all blogs and web pages
  • Building backlinks from other reputable websites

Skilled marketers also make regular updates to the sites in their control to ensure they remain compliant with all of the latest guidelines from Google and other search engines.

Why Does Your Business Need SEO?

There are five main reasons why your small business should invest in SEO:

SEO Makes Your Company Easy to Find

When people pull out their phones to search for the products or services your company offers, you want your website to appear at the top of their results. You do not want to make them hunt through the second, third, or fourth page of Google to try to find you.

Search engine optimization can help you ensure your website appears on the first page. A well-managed SEO strategy can put your site among the first three results.

By making your site easy to find, you make it much more likely that a user will click on it. According to Search Engine Journal, about 55.2 percent of people select one of the first three results on Google. 

SEO Can Increase Sales and Generate Leads

Search engine optimization isn’t just about driving people to your website. It’s about directing them to your website when they are ready to buy your products or book your services.

By taking shoppers to your site at just the right time, you can shorten your sales cycle, generate more leads, and increase your revenue.

SEO Builds Trust and Credibility

Shoppers want to do business with companies they can trust. If they feel like your organization is illicit or shady, they won’t purchase your products or book your services.

When deciding which businesses they may trust, customers place a lot of faith in Google. They believe companies listed at the top of search results are reputable, while those listed further down Google’s rankings are more dishonest or unreliable.

Search engine optimization can move your small business towards the top of the Google rankings and make it appear more trustworthy to interested shoppers in the process.

SEO Can Reduce Your Other Marketing Expenses

Some people believe search engine optimization is expensive. However, in reality, it has long been one of the most cost-effective marketing methods available to small businesses like yours. Many companies enjoy returns on investment of more than 100 percent.

Of course, investing in SEO doesn’t just generate new revenue. It can also reduce your other advertising expenses.

If you are driving traffic to your company’s website through search engine optimization, you can spend a little bit less on PPC advertising. Similarly, if you are generating sales using SEO, you can reduce your outlay on TV ads and billboards.

SEO Makes Your Website More Enjoyable to Use

Website usability is one of the key factors search engines like Google take into consideration when displaying results to their users. Sites that are not easy to use fall to the bottom of the rankings, while highly functional ones rise to the top.

What does this information mean for you and your organization? It means when you hire a company to optimize your website, they will make it more enjoyable for your customers to use in the process. They will make it load faster and ensure it is simple to navigate.

When shoppers love using your site, they become more likely to return on another occasion. In other words, search engine optimization may create repeat customers for your small business.

Need SEO Help? Contact the Experts at FZA Digital!

Search engine optimization can be highly rewarding for your organization. However, it is also quite complex and time-consuming. Fortunately, help is available. The skilled and experienced marketers at FZA Digital have been assisting small businesses like yours with their SEO needs for years – and we would be more than happy to do the same for you.

To speak with one of our helpful representatives and learn more about our services, all you need to do is give us a call at (424) 229-2923 or fill in our short online contact form. We can’t wait to hear from you!

 

Do you need to explain a complicated topic to your audience? Then it may be time to consider creating an infographic. Research shows humans take in data 323 percent better when they have illustrations to guide them.

Of course, infographics aren’t just a great way to explain complex ideas or problems. They can also help to improve your website’s ranking on search engines like Google and Bing.

Are you ready to create an SEO-friendly infographic of your own? Read on to find out how.

How to Create an Infographic for Your Website

Creating an infographic for your company’s website doesn’t have to be an arduous task. In most cases, all you need to do is follow these four steps:

Gather Your Data

The first step on the road to creating an attractive infographic is gathering data. Though this step is not glamorous, it is essential to the process.

There are two types of data you can include in your infographic. They are:

  • Original Data: Information collected through customer surveys or in-house research
  • Third-Party Data: Statistics gathered from government agencies, universities, and other reputable sources

Once you have your raw data on hand, you can then review it and decide which facts you would like to present to your audience.

Choose Your Desired Template

When you finish gathering and selecting your data, you must next pick an infographic template. One of these options is likely to fit your needs:

  • Flowchart Infographic: For explaining a cyclical or linear process
  • Graph-Based Infographic: For presenting a large volume of statistical information
  • Timeline Infographic: For telling a chronological story
  • Side-By-Side Infographic: For explaining the differences between two concepts or processes

You can find a variety of infographic templates on PowerPoint or any similar presentation program.

Customize Your Infographic

Gathering data and choosing a template is only half the battle. Before you can present your infographic to your audience, you have to customize it to make it appealing and unique. 

For most infographics, the customization process involves these steps:

  1. Plug in facts and statistics
  2. Insert relevant images and graphs
  3. Adjust colors
  4. Add a company logo

If you plan to create and post more than one infographic, try to maintain a similar aesthetic across all of them to maximize your results.

Disclose Your Sources

It can be quite tempting to hit “publish” as soon as you finish customizing your new infographic. However, before you take this step, you should take some time to add your sources to the footer.

This process will only take a few minutes – and will make your infographic appear much more professional and trustworthy to users.

How to Optimize Your Infographic for SEO

Even the most appealing and well-sourced infographic in the world won’t drive traffic to your website unless you optimize it for SEO. Fortunately, it isn’t complicated to optimize an infographic. Just follow these four steps:

Carefully Select Your Keywords

The first step in the optimization process is choosing the right keywords. Of course, you should never select your keywords at random. Instead, it is typically best to do some research before pressing forward.

You can carry out this research using the following tools:

It is generally a good idea to stick to long-tail keywords when optimizing your infographic. They are likely to drive the most traffic to your site.

Choose the Right File Name

When creating your infographic, you most likely saved it to your computer with a name such as “infograph01.png” or something similar. However, it is rarely wise to upload it to your site with such a generic name.

It usually makes more sense to give it a name that includes your selected keyword. If, for example, your keyword is “2021 Toyota Camry specs,” you may wish to name your file “2021_toyota_camry_specs_infographic.png.”

Search engine algorithms will see this file name and send interested users to your website.

Add an Alt Tag to Your Infographic

Bots don’t just read your file names. They can also see the alt tag you add to your infographic. As such, you should always take the time to include a tag that will help the bots understand the content of your image and drive users to your site.

You can write SEO-friendly alt text by following these tips:

  • Describe the content of the infographic
  • Include your keywords in a natural way
  • Avoid keyword stuffing
  • Do not exceed 120 characters

Alt tags like “2021 Toyota Camry specs and features” are likely to perform well with search engines.

Reduce the Loading Time

Neither Google nor Bing will send searchers to your infographic if it takes too long to load. So, if you want to generate traffic, you should take steps to improve your loading speed.

The following techniques are some of the best ways to boost the loading time of your infographic:

  • Compress the image to reduce the file size
  • Use a content delivery network to serve the image to the user
  • Enable browser caching on your website

You can also consider switching to a faster hosting provider if your image is still slow to load after following these tips.

Need Some Help? Contact the Experts at FZA Digital

Do you need help creating an SEO-friendly infographic for your company’s website? Then please do not hesitate to get in touch with FZA Digital. Our team of knowledgeable marketers and graphic designers will be happy to provide you with the assistance you require.

To speak to one of our friendly representatives, all you need to do is fill in our short online contact form or give us a call at (424) 229-2923.

 

How to Build Backlinks to Your Website

Almost everyone who sets out to optimize a site for search spends a lot of time selecting the perfect keywords. Many also take a few minutes to add title tags and meta descriptions to their pages. However, there is one SEO tactic these individuals frequently forget – link building.

What is Link Building?

Link building is an SEO technique that involves acquiring quality links from authoritative websites to your own. These links show the external site has a degree of trust in your content or your services. Google weighs this factor heavily when deciding where your site should sit in its search engine rankings. 

Why Should You Build Backlinks to Your Website?

The main reason you should build backlinks to your company’s website is also the most obvious: It will help you appear higher in search results.

However, if you still need a little more convincing, you might also consider the following benefits of link building:

  • It can make your business appear more trustworthy
  • It can make your brand more visible to your target market
  • It can help you build connections with others in your industry
  • It can generate leads and drive sales

In short, building backlinks can take your company to the next level.

What Are the Best Ways to Build Backlinks to Your Website?

There is a wide range of ways to build backlinks to your company’s site. However, through their years of experience in the marketing industry, the team at FZA Digital has found the following tactics to be the most effective:

     1. Guest Blogging

Blogs and industry news sites regularly need fresh content. If you contact the individuals who run them, you will find that many are more than happy to allow you to guest post on their website and include a link back to your own.

It’s a win-win situation. Their site gets content for visitors to enjoy, while you acquire a quality link from an authoritative domain.

When reaching out to a webmaster to propose a guest blog, it is generally advisable to follow these tips:

  • Use Email: They will likely be less receptive to cold calls.
  • Be Direct: Don’t beat around the bush. Tell them why you are writing as quickly as possible.
  • Be Personal: Use their name if you know it.
  • Offer an Overview: Give them a brief synopsis of the blog you would like to write.

When writing guest blogs, try to avoid the temptation to sell yourself and your organization. Instead, try to focus on providing the reader with some insight into the industry or information they may not know.

     2. Repairing Broken Links

URLs change and websites frequently remove pages. As a result, the links bloggers and journalists add to the articles they post online will inevitably break over time. 

You can use these broken links to build backlinks to your site by following these simple steps:

  1. Find blogs or articles that have one or more broken links.
  2. Locate posts on your website that could serve as replacements.
  3. If no such posts exist, create them.
  4. Report the broken links to the owner or site administrator.
  5. Suggest your links as replacements.

When reaching out to webmasters, let them know your site and its pages are here to stay – so they won’t need to worry about broken links again in the future.

     3. Writing Testimonials

Your company almost certainly deals with dozens of vendors and service providers each year. Many of those organizations would love to have you add a review or testimonial to their site in exchange for a backlink to your website.

To find out which of your suppliers would be amiable to an agreement like this, all you have to do is ask. Just send an email to your account manager or mention it on the phone the next time you need to place an order.

     4. Making a Charitable Donation

It is possible to build backlinks to your company’s website and make the world a better place at the same time. How?

By making a donation to a nonprofit organization, of course!

Many charities are happy to link back to the websites of their corporate donors. Just add your URL to your donation note and they will take care of the rest.

Where possible, try to stick with nonprofits that operate in your niche. A hyperlink from one of these organizations is likely to hold more sway with Google than one from an unrelated group.

Need Some Assistance? Contact the Experts at FZA Digital Today

Don’t have the time or resources to devote to building links? No problem! The team of skilled marketers at FZA Digital would be more than happy to take care of this essential SEO task on your behalf. When you are ready to get started, all you need to do is give us a call at (424) 229-2923 or send us a message online. We look forward to hearing from you!

3 Ways to Optimize Your Website for Local SEO

Do you want to make it easier for the people of your city to find your small business? Then it is crucial for you to optimize your website for local SEO.

General search engine optimization strategies show Google that you sell a specific product or offer particular services. Local SEO, on the other hand, tells search engines you market your products in your city – making you more visible to people who are ready to buy today.

These techniques are some of the most effective ways of optimizing your company’s site for local SEO:

Add Location-Specific Metadata

When deciding whether or not to show your company’s website in search results, Google’s algorithms don’t just scan the content of your webpages. They also pay attention to the title tags and meta descriptions you add to each page.

Your metadata must be location-specific if you want your site to appear in local search results. Title tags should usually follow a [City + Page Name] – [Company Name] format and be less than 65 characters. Following this formula is likely to leave you with titles like:

  • New York Divorce Attorney – Smith & Associates, LLC
  • Atlanta Preowned Cars – ABC Automotive
  • Miami Emergency Plumber – Speedy Services
  • Boston Roof Repair – XYZ Contractors

Your meta descriptions should outline the products and services you offer to the people of your city. They must be unique and should typically come in at less than 155 characters. The most effective descriptions look a little like this:

  • “When you need an experienced New York divorce attorney to help you separate from your spouse, you can count on Smith & Associates, LLC.”
  • “ABC Automotive offers affordable preowned cars to the people of Atlanta. Visit our showroom today to arrange a test drive.”
  • “Do you need an emergency plumber in Miami to help you with your leaky sink or clogged toilet? Speedy Services is available to assist right now.”

Adding a location-specific title tag and meta description to a page usually takes less than a minute, but it can have a sizable effect on the number of locals that visit your website.

Claim Your Google My Business Listing

When optimizing your company’s website for local SEO, it can be tempting to focus entirely on making updates and additions to the site itself. Should you choose to follow this path, however, you will fail to perform one of the most important aspects of the optimization process: claiming your Google My Business listing.

Google uses My Business listings to figure out what to show to users who look for products and services in their city or region. When you claim your listing (and verify your information), you can make it much more likely that Google will add you to its local 3-pack.

To claim your Google My Business listing, you must follow these steps:

  1. Sign in to Google My Business
  2. Log in to your Google account or create a new one
  3. Enter your business address
  4. Decide how to display your business on Google Maps
  5. Search for and select a category for your business
  6. Enter your company’s phone number and website URL
  7. Select a verification option and complete the process

When claiming your business, make sure the address and contact info on your website matches the details you provide to Google. If there are any differences, Google may not feel comfortable directing customers to your company.

Apply Local Business Schema to Your Website

Before you conclude your optimization efforts, it would be smart to add local business schema to every page of your website. This code will not be visible to people who visit your site, but it will make it easier for search engines to identify your business and the products or services it provides to local residents.

Once you have added local business schema to your site, you may also consider applying product and/or service schema. This code helps Google and other search engines gain a deeper understanding of the products or services you offer. By giving them this information, you make it more likely that they will choose to send customers to your site instead of your local competitor whose business model they do not fully comprehend.

Need Help Optimizing Your Website? Contact the Experts at FZA Digital

Do you need some help adding a schema to your website or claiming your Google My Business listings? If so, you have come to the right place. FZA Digital has been helping local companies to thrive online for many years – and we would be more than happy to offer our services to you.

To get in touch with a member of our experienced digital marketing team, all you need to do is give us a call at (424) 229-2923 or fill out our online contact form. We look forward to working with you!

Four Common SEO Mistakes You Should Avoid

If your goal is to draw more organic traffic to your company’s website, you have likely spent a lot of time researching such tactics and techniques. However, it is also essential to know at a minimum, what common SEO mistakes you should avoid during the optimization process.

Here are some of the most common errors people make when trying to optimize their sites for search:

1. Publishing Non-Original Content

When trying to grow a website, it can be tempting to pack it with as much content as possible. However, it is vital to remember that quality is more important than quantity when it comes to SEO.

The most harmful error you can make when adding content to your site is copying and pasting text from another webpage. Google and other search engines see this behavior as spammy and unethical – and might decide to penalize your website as a result.

Search engines much prefer to see original content that:

  • Includes strong, attention-grabbing headlines
  • Provides readers with answers to common questions, and
  • Offers users a compelling reason to spend more time on the site

You can give your website the SEO boost it needs by avoiding duplication and sticking to these three principles.

2. Not Optimizing for Local Search

Does your company primarily conduct business with customers in your city? Then it is vital to optimize your site for local search by:

  • Adding region-specific keywords to your content
  • Posting your address in the header or footer of your website
  • Adding location-specific pages to your website
  • Creating and updating your Google My Business Account

Skipping these four steps is likely to result in website traffic from faraway cities or worse, not receiving any traffic at all. However, you are sure to see a sizable uptick in local traffic if you implement them correctly.

3. Using Generic Anchor Text for Internal Links

It is recommended to avoid using the following generic terms when anchoring the internal links on your company’s website:

  • “Click Here”
  • “See Here”
  • “More Info”
  • “Link”

When search engine bots comb through your website, they pay special attention to this anchor text since it helps them to anticipate what they will see on the next page. Generic text can cause algorithms to think your site is confusing, which is likely to harm your rankings.

You can typically avoid this issue by using a description of the linked page as your anchor text. So, if you are trying to send your users to a page that details your inventory of pre-owned cars, trucks, and SUVs, you may want to use “used vehicles” or “pre-owned cars for sale” as your anchor text.

4. Not Using Unique Meta Descriptions and Title Tags

When adding a new page to your company’s website, it can be quite easy to focus so intensely on the text and the images that you forget to spend time optimizing the meta descriptions and title tags. However, this small error can have devastating effects on your search engine rankings.

If Google’s algorithm analyzes your website and notices a lack of unique tags and descriptions, it may struggle to understand the context of your content. It might even come to the conclusion that all your pages are identical.

So, what do search engines want to see from your tags and descriptions?

You should usually stick to a [Page Name] – [Company Name] format with your title tags to help Google’s bots better understand your website. Also, be sure to keep title tags to 65 characters or less. This approach will result in tags like:

  • Financing – John Smith Automotive
  • Services – ABC Plumbing
  • Pricing – NYC Roof Repair

Your website’s meta descriptions should be as unique and persuasive as possible – while staying below 155 characters. The following examples are likely to deliver positive SEO results:

  • “John Smith Automotive offers competitive financing options on new and used cars. Stop by our showroom in New York City to learn more.”
  • “Do you have a clogged toilet or leaky sink in New York City? ABC Plumbing can help. Contact us today to learn more about our services.”
  • “At NYC Roof Repair, we offer affordable prices on roof replacements and repairs to the people of New York City. Call us today for a free estimate.”

Your tags and descriptions do not need to be complicated. However, they are vital if you want to increase the organic traffic your website receives.

Avoid Catastrophic SEO Mistakes – Contact FZA Digital Today

Don’t allow these common SEO mistakes to derail your site’s SEO strategy! Reach out to the team of knowledgeable digital marketers at FZA Digital today for all of the advice and guidance you need to drive organic traffic the right way.

To get in touch with us, all you need to do is fill in our online contact form or give us a call at (424) 229-2923. We look forward to helping you in any way we can!