What is CTR?

In the world of online marketing, it’s a common term: the CTR, also known as click-through rate, clickthrough rate or click through rate. Especially within Google Ads and Microsoft Advertising, this percentage is highly valued. This term tells you what the ratio is between the number of people that see your advertisement and how often they click through to your landing page. The higher this percentage, the higher the chance of a conversion.
The click-through rate is just as important for SEO. You want to know whether these high, organic positions within Google actually generate a lot of new visitors. Does only a small part of it click through to your website? This is a signal that the meta description, URL and page title have not been optimised sufficiently. These texts are not sufficiently appealing. High time to adjust that!

5 tips to increase the CTR of organic search results

Getting people to your website. As an entrepreneur, of course, you want nothing better. You know better than anyone that this is the first step towards a conversion. Fortunately, as the owner of a domain, you can influence the click-through rate of a landing page yourself. With the next five tips, you will attract more potential customers to your website.

TIP: Apply these tips to your existing content to increase the CTR of existing organic search results and content.

Tip 1: Create an attractive meta description

The meta description is one of the most important texts within Google’s SERP. It gives you an attractive description of your landing page. You have to sell your website, as it were, to the users of Google. Don’t fill in anything here? Then Google will get a random piece of text from your page. Of course, this flow of words is not written for visitors to click through. It is therefore not surprising that filling in a meta description often results in a higher CTR.
Example Meta Description
The good meta description tempts you to click!

Tip 2: Include the main search word in the URL

Not only Google but also the potential visitors of your website attach great importance to the words that appear in your URL. With these words, they determine whether the page actually answers their question. Many reports underline the importance of the right choice of words. URLs in which a specific search term is used, show 45% growth in their CTR. Non-matching words, which do match the search, also have a significantly higher click-through rate.
Keyword in the URL
The main search term of this page is used in the URL.

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Tip 3: Use 15 to 45 characters in the page title

The maximum length of the page title has changed regularly in recent years. However, research shows that these changes have little effect on the efficiency of the text. It follows that when a page title contains between 15 and 45 characters, the click-through ratio is almost 9% higher. Do you use more or fewer characters? Then you reduce your chances of a click.
Characters page title
This page title is – with 26 characters – short but powerful. Service + company name.

Tip 4: Ask a question in the page title

Google users are often looking for answers. How high is the Empire State Building? Where can I find a cheap pizzeria in Estepona? Best golf course in Marbella? It is, therefore, no surprise that asking questions in the page title is a good strategy. This is because you indicate that your landing page will provide the user with the correct answer. Do you use a who-, what-, true-, why-, when- or how-question in your page title? Then the CTR of your landing page is on average 14.1% higher than for variants without a question.
Question in the page title
This page answers the question of a visitor

Tip 5: Emotions in the page title increase CTR

In the world of advertising, you regularly come across them: texts that try to appeal to emotions. With Product X you become a leading professional! Or: Prevent mistakes on the shop floor with Product Y. It’s no surprise that this technique also works well in the world of online marketing. Even today, page titles with a positive or negative charge score significantly more clicks.
Emotion in page title
This blog title responds to emotion

Need help optimizing your organic results?

Getting visitors from Google or other search engines on your website. As an internet entrepreneur, this is a very important goal. To make this wish come true, it is important that you optimize the page title, meta description and URL structure of your landing pages. Do you need help with filling in these elements correctly? The SEO specialists at FML Marketing will be happy to help you! Contact us today.

Thank you for reading – 5 tips to increase the CTR of organic search results –

The post 5 tips to increase the CTR of organic search results appeared first on FML Marketing.

What is relevant content?

Knowing what is relevant starts with finding out which words your target group uses in search engines. With the right keywords, you can write specifically and answer the question your visitor has. Process the keywords in strategic places in your text. But don’t force it and stay relevant. You write a text to inform your visitors, not to please Google. Moreover, Google is becoming smarter and smarter and content is becoming more and more important.

Focus on the message

Keep the following questions in mind when writing:

• What do you want to say?
• Who is your target group?
• What do you want to achieve?

Do you want to inform or persuade visitors to order a product? Write targeted. In Search Engine Optimization terms, we call this ‘search intent’. To learn more about this, we recommend this short, yet effective article by Yoast SEO: https://yoast.com/search-intent/

Go for unique SEO-proof content

No matter how tempting it is to copy text from another site. Then remember that Google doesn’t like copy-paste. Your content must, therefore, be unique. Of course, you can get inspiration from another site, but write your text in your own words.

The influence of length

Search engines like texts with a body. Therefore, keep a sharp eye on the structure of your content. If you want a page to rank in the search engines, make sure it is over 900 words. But beware: make sure you have relevant and unique content. No endless synonyms of words, nobody reads that. Moreover, divide the text into paragraphs with headings. A list here and there is also doing well. Many visitors scan texts on their own, a clear structure makes that easier.

Structure

A good text starts with a title, followed by an intro and paragraphs with subheadings.

• Title. Provide a clear and concise title. Put the keyword first.
• Intro. Show the most important info in the intro. Use the keywords as much as possible in the first sentence. In your intro, answer the questions: who, what, where, why, when and how. With that, you cover the theme.
• Header. Use regularly subheadings. This is good for your visitors and Google likes to ‘read’ them. Choose an h2 (only one per article!) or h3/h4 header and process – if relevant – a keyword in your header. Below the header is a descriptive paragraph. Then place another header and paragraph and repeat it a few times. Finally, make sure you have a good ending.
• Finish. Repeat the keywords in the last paragraph and make a call to action, such as ‘contact’, ‘order’ or ‘subscriber’.

SEO Website Content

Thank you for reading How text affects your SEO. Need help to make your website SEO-proof? Feel free to contact us, we’ll be happy to help you. Our team exists of multilingual, talented copywriters that have experience in almost every sector.

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The post How text affects your SEO appeared first on FML Marketing.

WordPress SEO tips and Plugins

There are many tens of thousands of plugins you can install to make your WordPress website work better. Especially when you are looking for plugins that should help you with SEO (make your website easier to find), there are many plugins to find. One even more beautiful than the other. Therefore our top 10 with rules and plugins. Sometimes it’s good to use a plugin, sometimes better not to…

1. Backlinks are important but…

Only exchange backlinks with websites that are relevant for your site or target group. It’s not about quantity but quality. The times of “who has the most backlinks” are long gone. There was a time when many parties offered so-called backlink packages. After all, if there are 1000 and websites pointing to your website, then your website must be very important, right? Unfortunately… Search engines no longer look at the number of backlinks but rather at the quality and relevance of the backlinks. If 1,000 Chinese or Australian websites point at you and write about other subjects, then that is suspicious and will have the opposite effect.

WordPress plugin/tip: our tip for backlinks, don’t use plugins. Also, do not use paid services. These do more harm than good.

Make sure that “colleague” websites (preferably with the highest possible page-rank) refer to you, websites that write about the same subjects. Or at least a page specifically about that subject. Of course, your internal link building must also be well built. By referring to relevant pages and messages within your pages and messages, you show search engines which articles you find relevant and therefore important for visitors.

2. Use SEO optimized names for your media/images

Always add an ALT and TITLE tag. It may sound stupid but think of creative and good names for your images. Content is of course of great importance, but don’t forget the quality and power of well-used images. Make sure you replace the standard names of images, for example, “DSC93948.jpg”, with what the image actually says. For example “Grand-Prix-Max-Verstappen.jpg” if it is a picture of Max Verstappen during his first Grand Prix. Don’t forget to change the ALT and the TITLE tag as well.

3. Use short and powerful permalinks / Titles

Make sure your URL is logical and describes in four or five words what your page or message is about. For example, avoid articles and prepositions such as “the”, “it”, “one”, “on”, “at”, “through”, etc. This says nothing about the subject. The first 4 words of your URL are the most important.

WordPress plugin/tip: Go to Settings > Permalinks, here you can see and modify your WordPress Permalinks structure. It is a good idea to choose the structure “/post-name/” or “/category/post-name/”. For the first setup, you need to change the default setting to /%postname%/. For the second structure, you have to change the setting to /%category%/%postname%/.

4. Use a sitemap and add an XML format

It is wise to create a Sitemap in XML format. This is a fairly easy job with for example the WordPress plugin “Google XML Sitemaps”. By doing this you make the life of Google a lot easier to inventory your website, this goes a lot faster and of course, this also works to your own advantage.

WordPress plugin/tip: Probably the most used plugin is the Yoast plugin: the Yoast SEO plugin. However, we find it more interesting to also use the “Google Sitemap Generator” plugin to have Sitemaps created automatically. After installing the plugin go to Options > Google sitemap and click on “Build sitemap manually”. Now you have created a Sitemap for your WordPress website where new pages or messages are added automatically.

Extra tip: Don’t forget to upload the Sitemap to Googe’s Search Console after installation and configuration.

5. Link all your pages to social networks!

Fun or not nice, visible or present on social media is actually a must. Make sure you are present, even if you don’t do much with it. Did you create a new message? Or update an old page (don’t forget to give it a new date!)

WordPress plugin/tip: There are hundreds of plugins for automatically posting Facebook or Twitter messages alone. But almost all of them are made for the English language or the result looks like robot language. It is best to create Twitter or Facebook yourself, this way you have the most control. Then don’t forget to include a link to your website or page. Try not only to do this to your own website but also to other relevant websites. The search engines will see your “social page” as an important and independent page.

6. Do not use Adobe Flash

The beauty of WordPress is that there are thousands and thousands of templates available that give your website a completely different look in no time at all. Unfortunately, there are still templates available that use (Adobe) Flash. If valuable segments of your website are built with Adobe Flash, that it is not or for a large part not visible to search engines. Also important is that this segment is not shown on iPhones and iPads.

WordPress plugin/tip: Make exclusive use of the possibilities within WordPress, not because of WordPress itself but because of search engines like this more. In addition, Flash is not shown on Apple devices in particular, so you miss a large audience. If parts of a template use HTML 5, please prefer this.

7. Use so-called “Breadcrumbs” to lead visitor the way

Breadcrumbs or “breadcrumb path” are often displayed on the website as “Blog > Subject > Message name”. This is a valuable and important part of any SEO strategy. This because it allows your website to show the content in a hierarchical way.

WordPress plugin/tip: By using a crumb path you can quickly indicate the visitor where he is. When a visitor lands on a page with a certain topic, he or she can easily go to a higher level topic by clicking on it. This is actually included in every good WordPress template by default, if this is not the case then there are some good and free plugins available. We can recommend Yoast SEO plugin for this. A bit of technical knowledge is, unfortunately, a requirement because for most plugins a piece of code will have to be placed on the page (page.php) or message page (single.php) before it becomes available for every visitor.

8. Use keywords selectively but above all; strategically.

Make sure that your story is straight. Using the right keywords should play an important role in every SEO initiative you take. But don’t forget that not only is a scientific approach not enough, it must also be ‘natural’. Many experts indicate that the subject should be about 5 to 7% of the total. There are several online tools available to make your life easier in this area; “Wordtracker Keyword Tool”, “Google’s free Keyword Tool for Google Ads” and “Google Suggest”.

WordPress plugin/tip: Make sure you use the most important keywords throughout your website. Of course in the content itself, but also in the page title, in the Headers and as ALT text to images (see also tip 2). Search engines search your entire website. All steps are of great importance, but perhaps the use of the right keywords in the Headers like h3, h2, and h1 is the most important.

9. Pick an SEO optimized and mobile-friendly template

In tip 6 I already touched on the WordPress template. WordPress has 100,000 and different website templates. But not every template is SEO optimized and responsive. Although the last-mentioned template is on the rise to become a standard, we advise you to check this beforehand. Well, functioning templates that also load quickly are of (life) importance to distinguish yourself from your competitors and to be found well in search engines.

WordPress plugin/tip: Useful WordPress plugins are “wpSEO”, “All in One SEO Pack” and also “SEO by Yoast“. Especially the latter is incredibly strong. With more than 5 million downloads it is one of the most used SEO tools in the world. Nice fact, this plugin is from a Dutch firm, is often updated and is one of the most up-to-date plugins of the moment.

10. Good, relevant and unique content is still of great value

A good SEO plugin will certainly help you make your WordPress website easier to find. But don’t forget that content is ultimately the biggest factor in the whole. So concentrate on making good texts and use your own writing style so that your visitors will appreciate you. Put the interests of your visitors first and foremost the interests of being found well in search engines. But don’t lose sight of the importance of search engines ;-).

WordPress plugin/tip: There are very advanced plugins available where after entering a subject, text (content) can automatically be generated from the plugin’s own chosen twitter, facebook and website data. Sometimes these plugins give a “funny” result, but usually, the text is not quite right. The ultimate tip to achieve good content is by putting time and attention into it. Don’t write an article for having an article, but research your topic properly. Shot parts of the text, light some pieces in a thicker printed font or use special lighting techniques such as quote or pieces of text in a larger font. This not only shows the visitor what important information or pieces of text are within your text, search engines also appreciate this.

continue reading…

If you enjoyed this article, we recommend the articles below. If you require more detailed WordPress SEO tips, please contact us for a free consult. We are a digital marketing agency on the Costa del Sol that is known for its quick and personal support.

Why free websites are often not a good idea – https://fmlmarketing.com/free-websites/

The clear and present danger of not ‘owning your website – https://fmlmarketing.com/danger-not-owning-your-website/

The post WordPress SEO tips for your website appeared first on FML Marketing.

Small Business Website

As of January 28, 2019, FML Marketing launches its complimentary Small Business Website Services. This is a web design solution created for companies with smaller budgets and often no direct need of a website, other than using it as an online business card.

Quality should not be expensive

Damn right! Quality does not have to be expensive. And we prove it! We offer business website templates from €395! All our templates are built in WordPress, include Yoast SEO plugin, Schema.org tools and a PREMIUM version of WP Rocket! In other words, with the addition of quality content, your website is ready to rock the search engines….for only €395!

Your Business Website ready in 48H

WordPress Installation

All the websites are built in WordPress. This means that there a no limitations, full possibilities to scale up or install your own plugins. Moreover, the website is yours! You are the owner and nobody else. This might sound strange, but try telling that to people that have monthly or annual contracts with Wix, Squarespace or other online website builders…

Premium Page builder

All the websites we deliver come with a page builder. This means that you don’t need any coding experience to alter or add new content to your own website. Embrace the flexibility and enjoy the ease and speed of building your website!

Yoast SEO for WordPress

With every website, we deliver a free version of the Yoast SEO plugin built in. To ensure your content is optimized for SEO!

Premium WP rocket

Pagespeed is becoming increasingly important! Google loves a fast website, so this is vital for your Search Engine Optimization! WP Rocket is recognized as the most powerful caching plugin by WordPress experts and included in all plans of Small Business Websites. WP Rocket is GDPR compliant and worth €45 stand-alone.

Small Business Website Features

Check our business website templates for more information and all functionalities. Moreover, we off integrated Online Marketing services to kickstart your business website!

More about affordable web design

Why choosing a free website builder is a bad idea
Website builder and 8 must have tools

The post New! Affordable Business Website Service by FML appeared first on FML Marketing.

9 reasons why content is essential for SEO

Actually, we have already established 9 reasons why good content is so essential for SEO and we can certainly think of more.

1. A reason to come back

The goal of SEO is more visitors. If visitors have a reason to come directly to your site, what do you need the search engine for? Nevertheless, a good content SEO strategy will let your website rank higher in Google over time for important and relevant keywords.

2. Establish expertise and authority

Good content brings the expertise and knowledge of your organization and people under the spotlight. So a potential customer can already see from your content that he is at the right address.

3. Conversion option to lead / customer

Content that touches or appeals to your target group probably causes questions or eventually even an order/assignment. That piece you wrote about that custom solution that you implemented with that big customer in France? A potential customer from Germany called, he also has an ear to it. It goes without saying that this tactic could be very effective for regional and local companies. For example A new restaurant in Marbella is opening soon with a new style of kitchen and menu. Time for the marketing department to get to work. Essential is to create solid online content (Videos, blogs, social media posts) to create a buzz and simultaneously inform potential visitors about the new location of the store. Later the goal shifts towards getting reviews on Google and Tripadvisor for example. 

4. Good content is divisible on social media

The most powerful form of advertising is still word-of-mouth and social media are now one of the most important channels for this. Who knows how a cow catches a hare? Oh, and Google now takes the number of social shares into account in its ranking, that you know it.

5. To social shares, search engines (or will I just say Google?)

Have more tricks to assess content. What we read about it (contentmarketinginstitue.com for example) quickly becomes complex but that Google can determine better and better what good content is. All the more reason to ensure that you stand out from the competition head and shoulders.

6. Claim brand (values)

Are there words that you would like to associate with your company or brand? Content can help you with that. To give your own example, if your search contains the word ‘positioning’, chances are that you will come to De Merkelijkheid. And let that be just where we excel. By putting a few words at the center of your content, the search engine can easily associate this with your brand.

7. Provides an ‘active’ site

Activity is an important factor for Google. A site that is not maintained will contain no relevant information, the robot reasons. So make sure that you regularly post new content on your site.

8. Provides new SEO (keyword) insights and links

By experimenting with content from the content you sometimes come to insights that are very valuable in the field of SEO. You may find long-tail keywords that are specific to your target group and no one has claimed it yet!

9. Link building

People like to link to good content. You must ensure that you become one of the best sources of information in your market. Google looks along and often rewards many links quickly with a (much) higher ranking. This SEO strategy is called link building. Together with a solid Local SEO setup and content marketing/SEO strategy, your company will be able to climb the search engines fast.

Search Engine Optimization Marbella and Estepona 

For more information, please visit our Search Engine Optimization page and learn more about our SEO/packages and services. Also available is our SEO consultancy and free website audit! Simply contact us via one of the forms or call us for free advice. We are happy to support you in the race to the first page in Google!

The post 9 reasons why good content is essential for SEO appeared first on FML Marketing.

These profiles are then converted into a business page by Facebook and usually, you can no longer join them. Therefore, just like me, be proactive and turn your personal Instagram into a business account. A business Instagram account also has the advantage that you get access to statistics and promotions. In this article, I will discuss the creation of a company profile, the statistics on Instagram and the option to promote Instagram messages.

Create a company profile

If you get the message from Instagram to make your business account a business account, you can follow that message. Sometimes you get the message that you are not a page manager, while you are. Then first do the following: First, link your Instagram to your personal Facebook page. Permission is then requested to be able to access the pages and you have to give them. Otherwise, you will not get any further. Then you can link your Instagram to your company page.

Company information on your profile

Then, you are enabled to click on the company profile almost at the bottom of settings. You then indicate with your page which information you want to share, such as your e-mail, telephone number, and address. If you have a store, you obviously want to share the address, but if you have an online business or no office where people can visit you can also keep the address for yourself and click on it. Then you can change or delete it.

Now there is a link next to your profile picture that people can click to email, call or to see your address. This can be very interesting because the step to do business with you via Instagram has become a lot smaller. Followers no longer need to go to your website first and find out everything there. It is now just a push of the button and you are in touch. Ideal!

Read also: Instagram and the use of hashtags

Or: Create your Instagram Business account now!

Instagram statistics

First, you had to check your statistics via external sites and grant them all kinds of permissions. Now you can check your statistics on Instagram yourself. If you click on the icon of the statistics in the app you will first get a kind of general page. This indicates how many people have seen your messages that week. Then you see the most popular messages, the time when your followers are online that day.

Views

In the views, you first see the total number of times your messages have been seen. Then you can swipe through and then you also see the number of people you have reached that week, how many people have seen your profile and how often you clicked through to your website.

Popular messages

In the popular messages, you can see which messages have been seen the most in the last 30 days. If you click through it you will get an overview with every number the number of how many times it has been seen.

Followers

For followers, the average time for your followers on Instagram is on the day you watch. If you click on more, you will also see how many followers you have and how many new you have received that week.Then you see the gender distribution of your followers. The ages of your followers, where you can also click on the gender for more specific insights, and you see where your followers come from. This may be important, especially for local companies. Because you want followers in your environment. At the bottom of the followers, you can click through to the other days of the week to see at which times your followers are online. This is useful for the best timing when posting messages.

Promote messages directly on Instagram

And therefore no longer via Facebook! It is the link with Facebook after a social medium that you can use individually for your online marketing activities and get people quickly on your website or on your phone. Promoting a message on Instagram is similar to promoting a message on Facebook. Would you like to know more about drafting, planning and promoting messages for Instagram? Then we can always help you with a workshop, social media coaching, or social media management.

The post Instagram for Business: Create company profile appeared first on FML Marketing.

With AdWords, you can quickly set up ads for the right target audience! A handy tool from Google that often produces good results in a short time. To help you on your way, I explain how you can set up your first AdWords campaign in eight steps!

Before you start, you must, of course, have an AdWords account. Go to http://www.google.be/adwords, click on the ‘Start now’ button and register. When you are logged in, you can start developing your first campaign. Here we go!

1. Choose the right campaign

The most important step in the whole process is step 1. Here you choose which type of campaign you want to develop. By default, the ‘Search Network with Display Select’ is usually chosen.

This type of campaign gives you the most chance to lead relevant visitors to your website. For the first campaign, I would definitely choose this type! Tip: Is your goal to get more name recognition? Then you better choose a different type of campaign, namely ‘Display Network only’. Through this campaign, you can show your ads in more than one million different places in the Google network.

AdWords golden rule: promote one product per AdWords campaign.

2. Choose which area you want to approach

In this step, you set your area in which you want to advertise. You can choose between countries, regions, provinces, and cities. If you want to work in detail, you can even determine the size of your area based on coordinates. This could be handy if you are targetting a large shopping mall for example. Or perhaps a festival terrain.

AdWords golden rule: set 1 location (zone) per AdWords campaign.

AdWords golden rule: If you target countries or regions, also select the mayor cities within these areas. This will enable you to grasp a hold on what city within that region is responding the best to your ads.

3. Choose your ‘bid strategy’ and determine your daily budget

There are different ways to pay for your ads. For example, you can choose CPC (cost per click on your ad), CPM (cost per 1000 impressions of your ad) or CPA (cost per action or conversion). To start, CPC is the best option to choose. This will give you a better idea of how AdWords works and it also gives you more control over your budget.

4. Create an ad group with clear ads

An ad group is a group of ads. It is, therefore, best to collect the ads that belong together or that are linked to specific keywords in a separate ad group. As an example, I have created 2 ad groups namely ‘Ad group – General’ and ‘Ad group – Eco’. Each ad group contains other ads.

Then add an ad to your ad group. Please note, you are limited in the number of characters that you can use for your advertisement. Headline: the first line of your ad text is limited to 25 characters Description line 1: the first line under the heading is limited to 35 characters Description line 2: the line after or under description line 1 is limited to 35 characters Visible URL: the website that appears green in the ad The URL you show here can also be linked to another landing page. This can be useful, for example, when you want to direct people directly to the correct landing page.

Learn more about the benefits of an Organic SEO Strategy

5. Add relevant keywords

Add a number of keywords per ad group. When you create different ad groups that each contain specific ads, you also need to ensure that the right keywords are associated with the right ad. When people search for ‘green energy’, it makes no sense to show the ads from the ‘Ad group – General’. The advertisements that must be shown must come from the ‘Ad group – Eco’. Do not overdo the number of keywords you want to add. Start with 20 keywords per ad group and continue working from here.

AdWords golden rule: Focus on user intent – What a user is looking for when they type in a keyword. What does the keyword represent?

6. Check everything thoroughly Not unimportant!

You are almost ready to put the campaign online. Take your time and look after everything calmly. Are the keywords linked to the right ad? Is the CPC set correctly? Is the daily budget set correctly? (It would not be the first time that people accidentally set a too high amount and then later deviate from the invoice :)) These are things that should definitely be in order before you launch the campaign. After all, you do not want Google to charge you more at the end of the month than you thought you had set up in advance.

7. Enter your payment details

Now that you are ready to launch the campaign, you must pass on your personal payment details to Google. You can enter your payment details by clicking on the gear at the top and selecting ‘Invoicing’.

8. Activate campaign

View the current status of your campaign. When the campaign is paused, you must first activate it before the ads are displayed in Google. Choose as ‘Enabled’ status and your ads will be shown online quickly and correctly.

Last but not least…

When you look at everything calmly and follow the right steps, everything is online within 60 minutes. Moreover, you can always contact Google with questions or comments. They offer an excellent service both online and offline. The steps I have discussed in this blog post form the basis for setting up an AdWords campaign. However, AdWords has much more to offer than just the standard campaigns! But start simple and then go more specific. Also important: follow your campaigns well and evaluate them regularly!

If you need help or if you wish to outsource a professional Google AdWords campaign,  please visit our dedicated Google AdWords page and contact us for all the possibilities! Thank you for reading our Marketing blog!

The post Google Adwords campaign in eight steps appeared first on FML Marketing.

Quantity and number of hashtags

Many people place as many hashtags under their a photo, with a maximum of 30 pieces. From now on Instagram will pay attention to the use of the same and the number of hashtags. If you always use the same 30 hashtags with each photo, it can now be that Instagram gives you the label ‘spammy’. Ultimately this can lead to a shadow ban!

A shadow ban is often used with spam accounts/bots, because it often has nothing to do with the site or the subject. The result is that the content is no longer visible to others. In the case of Instagram, this means that your own placed photo in your feed is shown normally. However, when other people search for corresponding hashtags, your photo is not shown.

How do you prevent this?

Below I give 3 tips on how to best use hashtags

1. Location of hashtags

Many people put their hashtags in the first comment of their post. It is recommended to always place the hashtags in the body of the post (the direct text below your photo).

2. The number of hashtags

It is recommended to use between 5 and 10 hashtags by mail. This way you prevent the ‘spam label’.

3. Which hashtags

Do not always use the same hashtags. Vary with hashtags by mail, this way you remain unique and Instagram does not give you the ‘spam label’. Win-win!

How to find more relevant #hashtags on Instagram

Besides scouting Instagram users manually to find the right hashtags, there are two more effective ways to get new and relevant hashtags. The first one is using the search bar in the top of your screen. If you choose the ‘tags’ tab, you will be able to search the popular tags.

The second option is a handy tool called Display Purposes. This simple, yet effective tool will search for more relevant hashtags, based on a hashtag (s) that you enter in the search box. Easy, fast and super effective!

FML Marketing – Social Media solutions Costa del Sol

Thank you for reading our Marketing blog. We try to share as many free tips as possible on our blog. Visit our Facebook and Instagram pages for more free insights or subscribe to our newsletter in the footer of the page. Or contact us if you are looking for a professional social media approach or social media content strategy.

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The benefits of video

The use of video has many positive effects. It is no coincidence that companies are increasingly opting to use video in their content strategy. These are the main advantages:

• You transfer more information in a shorter time because the brain processes images much faster than text. The information is also better remembered.
• When people watch a video, they stay on your website for longer. Thanks to the higher reading time, you will not only stay in the spotlight for longer, but your position in Google will also be strengthened.
• Whatever your marketing goal is: the effect will certainly increase with the aid of video! For example, you get more clicks in your newsletter, you sell more products on a sales page and you create more interaction on social media.

Different types of videos

Already convinced of the power of video? Beautiful! Then it is now time to compare the different forms. Not every type of video will fit your business (goals).

Ads
The oldest form of corporate videos is obviously commercials on television. And this form of advertising is also extremely popular. However, advertising in the form of video nowadays has many more possibilities. So you can also choose to show a short advertisement for specific YouTube videos. That way you can show the advertisement to a targeted audience, no matter what branch you work in. The result? More impact! It is important that the video is catchy and conveys a clear message within a very short time.

Product videos
Before you make an important purchase, it’s nice to know how the product works. In that case, images tell you more than words. Using a product video, you as a company can transfer important information in a playful and striking way. A product video can be inserted in different ways, namely:

Introduction: the characteristics of a new product
How to: extra explanation and instruction on the use of a product
Review: A comprehensive test of the product (sometimes compared to a similar product)

Webinar
When video is used as an educational form (with various speakers), we also call this a webinar. This is an effective way of conveying information because it has been proven that people can remember the message better thanks to a video. Interesting for (high) schools, but also for other organizations that want to transfer their expertise.

Do you want to inform your customers about your work or about a new approach? Then you can organize a webinar, for example with experts from the profession and professionals within your organization. A webinar is also an attractive internal communication tool for large companies. In this way, all employees are aware of important announcements, wherever they are. People can watch live, but in many cases, a webinar can also be watched.

Explanation videos in the form of animation
You want to transfer important information in the right way so that everyone understands you and memorizes the information. When it comes to complicated information, it is, therefore, wise to explain in the form of an animation. Airlines and hospitals, for example, opt for this form of explanation videos to ensure that the information is clear and understandable.

Social virals
It is becoming increasingly difficult for companies to stand out on social media. But when a message from a company generates genuine interaction, you can still count on a wide range. And let us now just have discovered that videos provide a higher interaction.

Are you succeeding on social media to generate a huge amount of interaction with a striking video? Then you are dealing with a viral. This is a video that quickly becomes extremely popular because people like to share the video with their friends. Incidentally, this is not the case with commercial videos. You have to respond smartly to the interests of your target group to score high here.

Business vlogs
Vlogging is no longer to be forgotten in the world of video in 2018. With a vlog, you can communicate with your target group in a personal way. In the first instance, vlogging was mainly reserved for ‘influencers’ who had already built up a large network of followers online. In their videos, they tell what interests them and occasionally share some sponsored content. Because when known vloggers recommend a product, this has a lot of influence on their followers.

Do you not have a big budget? Then vlogging still offers possibilities. Nowadays we also see companies that employ their own employees. There is even the possibility to hire a business vlogger. The impact of a relatively unknown person obviously differs from that of a known influencer. One of the people that significantly increased his reach with video blogging is American entrepreneur Grant Cardone.

Livestreams
Almost every social media channel is now equipped with the ‘live stream’ option. The name says it all: a live stream is a video that is played in real time. In principle, this is much like a webinar, but a live stream is to a lesser extent intended to convey knowledge and information. The atmosphere is more informal and personal. This is the perfect way to give a look behind the scenes or to let an employee speak for example. Keep in mind that you do not get a second chance to do it again.

Business story
Nowadays it is no longer just about ‘what’ an organization sells, but also about ‘why’ you sell this. People simply want to know what kind of company they have to deal with. By displaying your company story, your target group gets to know the personality behind the company. With your own vision, you can inspire them and build a deeper connection with them.

Testimonials
Besides the fact that people want to know who you are, they also want to know how others think about you. You can, therefore, choose to let satisfied customers speak in a testimonial. By showing the experiences of others in a transparent way, you come across as reliable and honest.

FML Marketing – Video Marketing content strategy

Are you interested in making a video for your company? Or are you curious what we would advise in this area? Let us know! At FML Marketing we are happy to help you! We are located on Avenida Litoral 45 Estepona and serve clients in the Netherlands, the UK, and Costa del Sol. (Gibraltar, Manilva, Estepona, San Pedro, Marbella, Málaga.)

The post Video marketing content strategy – Choose from these types of video appeared first on FML Marketing.

Search Engine Optimization

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines

Google the introduction

In the Netherlands, where FML Marketing was founded, Google is by far the most used search engine and the importance of being able to score well in Google is high. For example, the overwhelming majority (92%) of the people in the search results does not look any further than page one. And where 31 percent clicks the number 1 position, the number two and three are already considerably reduced to fourteen and eight percent respectively.

Two pillars

Search engine optimization is often referred to as SEO (Search Engine Optimization) and is based on two pillars: On-page: HTML, structure and content and Off-page: link building and social media. By actively implementing improvements in both pillars, your website will be better found. SEO is therefore seen as an effective marketing tool that can be used for branding and increase your conversion.

HTML

With on-page improvements, you can initially think of the optimization in the field of html. Give your site a good title and clear description (meta description). This is the information that is displayed in the search results and visitors have to go to your site. Then make sure that your site meets the expectations you generate with your title and description. The time that people spend on your site or not will affect your position.

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Structure

The structure of your site is a second on-page element that Google takes care of when positioning the search results. The loading speed and the mobile-friendliness of your site are also included. For example, Google recently started mobile-first indexing, where the mobile variant of websites is leading to the compilation of the search results. With this, Google responds to the increase in the use of the search engine on the mobile phone.

Quality Content

Due to increasingly smart algorithms, content is all about relevance. The golden rule is, therefore: write for your customer. In addition to quality and relevance, it is important that your content is current and unique. That does not only apply to your texts, but also to other forms of content such as images and videos.

Keywords

When determining relevance, keywords play an important role. By knowing which search terms people use, you gain insight into the behaviour of your potential customers. An extensive analysis, where you also look at your competition is recommended. There are several programs that can help you with this, such as Google AdWords, Ubersuggest and Google Trends. The search function on your own website can also give you ideas. Then it is important to respond to these keywords with your content.

Link building

In addition to on-page SEO improvements, you can also implement off-page improvements, which ensure that your site is better indexed. Collecting incoming links to your website (link building) is one of the possibilities for this. Here too, the incoming links must be relevant. So do not use automated programs for this, do not pay for links and avoid spamming on forums. However, it is good to link to a relevant website with a high authority and to invite people to assess your products. You can also use interesting content to ensure that people want to link to your site by themselves.

Social media

The use of social media also affects your ranking in Google. So these channels are suitable for direct contact with your supporters and collecting reviews. Make sure you place content on your website that people like to share via social media. So know where your target group communicates and be active there!

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