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Dynamic search ads (DSAs) are being hailed as one of the most important changes to search engine optimisation (SEO) - and could revolutionise the way small to medium sized businesses advertise and promote their brand. Previously, SEO was very heavily associated with keywords, and with keyword-optimised content. However, with new and improved DSAs, keywords are becoming less and less essential for good SEO. On the whole, SEO is becoming much more varied and flexible.

So what’s the problem with keywords? A main issue is that around 15 percent of Google searches each and every day have never been searched for before. If potential customers are using unfamiliar search terms that have not been incorporated into a business’ SEO strategy, they could be losing out simply because they're not using the right keywords. A secondary issue is that many small businesses find the notion of keywords to be quite complex. 39 percent of businesses claim that optimising content with relevant keywords is the most challenging aspect of SEO, and 20 percent say the most difficult part of SEO is identifying the best keywords - and staying on top of popular searches.

This is where dynamic search ads come in. Google has started to categorise not only by keywords, but by the content itself. Google scans your content, and categorises your web pages based upon this content. What this means for businesses is that if they’re categorised as ‘interior design’, for example, but a user has searched for an uncommon keyword or phrase that hasn’t been targeted within the onsite content, Google will create an advertisement to display within the search results.

The clear advantage of DSAs for small to medium sized businesses is that it enables them to promote and advertise their brand without having to focus as heavily on keywords. While keyword-optimised content can be very beneficial, an increasing issue we’re seeing is that keywords have become so important that businesses are creating content purely for the sake of optimisation - and sometimes it’s not engaging, it’s not interesting, it’s not relevant, and it’s not even readable! It is hoped that DSAs will address this issue by capping the influence of keyword-optimised content. 

Yazoomer.com is a leading online directory offering global promotion for small to medium sized businesses looking to strengthen their online presence. Sign up to Yazoomer today and take advantage of our introductory offer - get 3 months advertising for just £1. Our worldwide customers will be charged the same amount in their local currency, with no extra fees.

We would also welcome any feedback or comments that will help us improve our website. Please send to info@yazoomer.com. Your email address will not be disclosed to any third party or used for marketing purposes.

As the economy continues to recover, and more and more shoppers are placing greater importance on prices, eBay is fast becoming a popular choice. However, as yet it hasn’t become ‘the norm’; it’s usually not the first place that shoppers think to check when they’re searching for a great deal. Why? The reason is simple - many eBay store owners are failing to properly promote their shops.

So what are the best ways to promote an eBay store? The ‘secret’ is simple - small business owners need to focus on both onsite and offsite promotion. With eBay stores, you can’t really have one without the other. The good news is that you don’t need to employ a whole team of marketers to get the job done. Here are three easy, quick, and effective ways of marketing that will boost visitor numbers:

External Content Marketing

Content marketing is one of the most effective promotional tools available for small businesses, yet many eBay store owners fail to make full use of this opportunity. Building a website to support an eBay store is a low cost, simple alternative to creating a comprehensive e-commerce shop. It creates the opportunity for businesses to promote their products and optimise their content for SEO, and then direct interested parties to their eBay store.

Email Marketing

One of the most important facts for small businesses to remember is that email is not dead. Far from it actually. Research shows that consumers are more likely to purchase products from businesses whose newsletters they receive, demonstrating how important email marketing can be. By opening your eBay store sales report, you can target consumers of successful listings, advertising similar items that may bring customers back to your store.

Internal Marketing Tools

eBay is often cited as one of the best selling platforms for small businesses because of the high level of support they provide. When you open an eBay store, you’ll have access to a range of eBay marketing tools which can make it quicker and easier to promote your store through the internal eBay network. Cross-promotion is one of the most effective tools on offer. It enables you to showcase your product range when a customer opens a product page. 

Yazoomer.com is a leading online directory offering global promotion for small to medium sized businesses looking to strengthen their online presence. Sign up to Yazoomer today and take advantage of our introductory offer - get 3 months advertising for just £1. Our worldwide customers will be charged the same amount in their local currency, with no extra fees.

We would also welcome any feedback or comments that will help us improve our website. Please send to info@yazoomer.com. Your email address will not be disclosed to any third party or used for marketing purposes.

A strong digital presence is essential for all small to medium sized businesses striving to improve sales and boost their reputation. Today, it’s all about digital, and an online presence can significantly influence the purchasing decisions of the modern shopper. 80 percent of shoppers would prefer to buy from a brand with a strong social media presence, for example. However, for small to medium sized business, finding the time - and the resources - to focus on digital marketing can be challenging. That’s why so many businesses today are working with digital agencies to further grow and develop their brand online. So what should businesses be looking for when choosing a digital agency?

Core Services - What are the agency’s ‘core services’ - the service they’re most experienced in providing? If
you want to outsource all of your digital marketing, choose an agency that can demonstrate a history of providing a comprehensive service to their clients. If you want them to focus on content marketing for example, look for an agency that specialises in that area.

In House Set Up - Ask to visit an agency’s offices, rather than them coming to you - their in house set up can give a good insight into how they operate. Some agencies will work with freelancers rather than having a permanent team on staff. While this isn’t necessarily a bad thing, consider what your own preferences are and if this is a set up that would benefit you.

Web Presence - Take some time to explore an agency’s presence on the web. Ultimately, you’ll be paying an agency to boost your digital presence, so you should be careful trusting a digital agency that can’t seem to manage their own brand online. How an agency is perceived on the web gives a good indication of the work that they can do for your small business.

Performance - Ask an agency how they expect your digital presence to improve. If they guarantee a number 1 ranking on Google, be particularly careful. While it’s important to work closely with a digital agency to determine clear goals, there are no guarantees. Proceed with caution with any agency that promises top rankings and seems a bit too good to be true. 

Yazoomer.com is a leading online directory offering global promotion for small to medium sized businesses looking to strengthen their online presence. Sign up to Yazoomer today and take advantage of our introductory offer - get 3 months advertising for just £1. Our worldwide customers will be charged the same amount in their local currency, with no extra fees.

We would also welcome any feedback or comments that will help us improve our website. Please send to info@yazoomer.com. Your email address will not be disclosed to any third party or used for marketing purposes.

‘Marketing’. What does it really mean for small businesses who want to promote their brand and boost their reputation? It’s a difficult question to answer, as ‘marketing’, in this instance, is really an umbrella term, covering many aspects ranging from digital advertising to social media marketing. A good marketing strategy should be comprised of many different subcategories, and keeping track of everything - even for the most experienced marketer - can prove challenging. So here are three great website marketing apps that can make promoting and advertising your business easier than ever before:

Hootsuite

Social media marketing is essential for all small businesses. These networks are essentially a one-stop-shop for targeting specific demographics, influencing purchasing decisions, and engaging with consumers. The Hootsuite app, which is available for Apple and Android, enables quick and easy management of social media profiles across more than 35 different platforms, including Facebook, Twitter, Instagram, and Google Plus, all from a single interface.

Evernote

Did you know that the day of the week - and even the time of day - that you post social media updates can significantly affect consumer engagement and post success? Planning and organisational apps like Evernote can make it easy to create an effective marketing plan, and remind you of the best times to publish your content. It’s great for marketers, with an integrated task tracking program and automatic sync. It’s available for Apple and Android.

Wordpress

More and more marketers are beginning to see the benefits of content marketing for small to medium sized businesses, and a good blog - coupled with good blog promotion - can really help increase sales. Wordpress is one of the most popular publishing platforms among small businesses, and the Wordpress app, which is available for Apple and Android, can make it easier to post regularly. Post from wherever you are, or draft as and when the idea hits. 

Yazoomer.com is a leading online directory offering global promotion for small to medium sized businesses looking to strengthen their online presence. Sign up to Yazoomer today and take advantage of our introductory offer - get 3 months advertising for just £1. Our worldwide customers will be charged the same amount in their local currency, with no extra fees.

We would also welcome any feedback or comments that will help us improve our website. Please send to info@yazoomer.com. Your email address will not be disclosed to any third party or used for marketing purposes.