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Marketing Tip – AdWords Locations

I have been working on my online video course “AdWords Essentials for Small Businesses”.

Here is a quick tip on location marketing you can do within AdWords.

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Schema.org and Organic SEO Rankings

Winning the SEO battle is difficult with so many companies trying hard out there, creating content and sometimes even paying for professionals to help with their SEO.

One of the simple ways to help win locally and within product searches is to be using the schema.org standard on your website.  Why is a schema important for a website?  To keep it really simple, it allows search engines to easily catalog your site and information for results.

The sites who take the extra time to put this information in place often get the benefit of higher rankings, all other aspects of the site being equal.  If you run a WordPress site, there is a plugin you can use, which allows you to insert “Add Schema” to your post.  Just click this link to view the plugin’s information.

Plugins are available for other platforms such as Magento as well.  You may also code your site information with wrappers around your content manually following the instructions on the schema.org website.

Google also has a tool which can help you with your structured markup code as well.  Here is a link to the Google tool for structured data and if you are technical, it is very intuitive, which is nice.  Once you go to the link, you can enter a website and then highlight elements you want to markup.  See in the image below, I highlighted the date for the tool.

schema data in the google structured data tool

Once you have updated the page by highlighting the information and selecting the correct markup, you can click on “create html” to download what the coded file should look like.

If you have a static page, you can simply post this code into the page, but more then likely if you run a content managed site, you will need to just grab the important elements and put those on your site as code.  In WordPress you would need to paste it using your “text” tab vs. the “visual” tab when creating a post.

Here is the code for my name on a website:  <span itemprop=”name” class=”post_author” itemprop=”author”>Larry Chasse</span>.  If I was being mentioned as the author of a blog post, I just want to make sure this is the code used around my name.

The Google tool is great if you have a product website, article or local business, because it will show you the valuable information you can add to your product pages to ensure you are getting all the organic SEO credit you should be.

Below is an example of the schema information for people.

Larry Chasse
707 Marketing
Digital Marketing Freelancer
707 Marketing
Auburn,ME
04210
US
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Google Removing Right-Hand Ads

Google is removing right-hand ads in search results pages for desktop.

The move started on Friday according to a couple news sources:

In the image below, it means the ads currently showing below the PLAs (Product listing ads) will go away.  Some are saying, Google has identified these ads as having low click-through rates and thus not being worth showing to users.  They may also increase the number of ads to 4 in the first column.

Google Right-hand text ads

4 ads in the first column would mean a lot of the search page is taken up by advertising, which I am not sure Google would want to do to the user base.  The big change will be the power of the product listing ads in our campaigns.

Optimizing your product listing ads will become even more important in the months ahead.  CPC may go up with the increased competition for the top spots in the text ads and optimization of your product listing feed will be incredibly important.  The battle for the top 3-4 ads will be very intense.

The timeline was originally slated to begin on February 18th and be finalized by February 22nd.  As of this post, I am still seeing text ads on desktop searches, so it may take a bit longer to get all the changes completed.

If they add another ad at the top, your organic rankings will also become more important, because all of the organic listings will be pushed down further on the page.

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