Qiigo Named Best & Brightest Company

Qiigo has been named one of the Best and Brightest Companies to Work for in Atlanta, 2019. The Best and Brightest Companies to Work For® is a program of the National Association for Business Resources that provides the business community with the opportunity to gain recognition, showcase their best practices and demonstrate why they are an ideal place for employees to work.

We are thrilled to accept this award and the team will be heading to the Awards Gala on June 20th here in Atlanta, GA.

6 Facebook Metrics You Can’t Ignore

One of the perks of marketing on Facebook is the sheer amount of data. On other platforms, key metrics are impossible to track or require third-party analytics. Meanwhile, Facebook gives you all kinds of data about your page, your posts, your audience, and your ads.

All of this data is invaluable for marketers. But with all of the different charts and figures on Facebook Insights, important data can get lost in the noise.

Unsure which Facebook metrics your business can’t afford to ignore? Here are 6 that you need to be tracking.

1. Cost Per Click/Impressions

What it is: These are the two most popular pricing options on Facebook Ads. With cost per click (CPC), you’re charged every time a user clicks on one of your ads. With cost per impressions (CPM), you’re charged for every 1,000 impressions.

Why it matters: Whether you opt for CPC or CPM on a given ad campaign, you’ll want to track the figure carefully to avoid overspending on ads.

2. Post Impressions & Reach

What it is: Impressions count how many views your posts receive, while reach measures how many users see your posts. If an individual user views one of your posts twice, that counts as two views for impressions, but only one view for reach.

Why it matters: These metrics allow you to track the visibility of individual posts. By measuring the engagement count for each post against its reach count, you can measure the rate of engagement.

3. Page Engagement, Impressions & Reach

What it is: Facebook also tracks your engagement, impression, and reach metrics in aggregate for your entire page, which can be viewed in line chart form over time.  

Why it matters: Page-level engagement, impression, and reach metrics allow you to track the impact of your Facebook marketing efforts and identify macro-level trends.

4. Page Likes

What it is: On the Likes tab, you can view the number of new likes and unlikes for your page charted over time. This tab also includes net likes (calculated by subtracting unlikes from likes).

Why it matters: Tracking your likes will allow you measure the growth of your Facebook fanbase. It can also help you pinpoint negative actions that cause your net likes to drop.

5. Referral Traffic

What it is: Facebook referral traffic tracks user activity on your brand’s website that originated from Facebook. Unlike the other metrics on this list, it’s found in Google Analytics, not Facebook Insights.

Why it matters: If you rely on Facebook as a source of traffic for your website, this will allow you to track and measure how successful your page is at funneling traffic to your website.

6. Post Engagement

What it is: Every time a user takes action on one of your posts, that action counts as an engagement. Facebook tracks engagements on each post in two categories, “Post Clicks” and “Reactions, Comments & Shares.”

Why it matters: Engagement shows you which posts on your page are resonating with Facebook users. This can help you choose which posts to promote and which types of content to create in the future.

Everything You Need to Know About Google Job Search

When you’re searching for a new job, where do you look first? While some job seekers head to sites like Monster or Glassdoor, a lot of candidates — if not most — start their search with Google.

The launch of Google Jobs in the summer of 2017 reshaped the landscape for sites like LinkedIn, Glassdoor, and Monster. These sites depend on Google for a huge chunk of traffic, so they had to adapt quickly to this change. To do so, many of these websites decided to integrate their postings directly into Google’s new search engine, ensuring they appeared in search results.

But Google’s job search also affected other businesses, like staffing firms, recruiting companies, and employers who post jobs to their own websites. Unfortunately, many of these businesses have struggled to adapt. Their job postings either rank poorly on Google, or they don’t rank at all.

If you’re one of these businesses, you’re probably losing out on a huge chunk of qualified applicants. To regain these candidates, you’ll need to rank well on Google job search. And to do that, you’ll need an SEO strategy tailored specifically for Google’s job search engine.

The good news? That’s not nearly as tough as it sounds…

How Google Job Search Works

Before we get to how your job postings can rank well on Google, let’s take a look at how this service functions.

While Google uses a distinct search engine for job postings, this service is integrated into the company’s main search engine. This means that when a user searches for jobs using Google, they get slightly different search results.

  • While the user will still see the usual organic search results, they will also see a “Jobs” panel above the organic results. This panel will include the three top-ranked job listings. The job listings include basic information, like the job title, the job location, and the site on which the job was posted.
  • If the user clicks on a job listing (or clicks on the link for “more jobs”), they are taken to a separate page of search results. On this page, they can view job details for individual listings. If a user is interested in applying for a job, they can click a button that allows them to view the job posting on its original website.

That might seem fairly simple. Where things get a little more complicated is on the back-end.

One of the key features of Google’s job search engine is the information that it includes for each job listing. To ensure this information is accurate and complete, Google relies on structured data markup. This means that your job postings won’t appear in these search results if they don’t include the right kinds of markup.

On a very basic level, this means you have two options if you want your job postings to appear on Google:

  1. You can post your jobs on a site like Monster, Glassdoor, or ZipRecruiter. These sites are integrated into Google’s search engine, so their postings automatically include the right markup.
  2. You can implement markup on job postings by yourself, either through in-house efforts or with the help of an outside agency. This means you’ll be responsible for including the right markup.

Whichever route you choose, you’ll need to do further work on your posts. Even if you include the right kinds of markup, you won’t rank well unless you’ve taken further steps to optimize your job posts. That requires a specialized form of SEO designed specifically for Google job search.

Optimizing for Google Job Search

search algorithm picture

Search engine optimization for Google job search is a niche form of SEO, similar to local SEO or eCommerce SEO. You’re targeting a specialized search engine, which requires a unique SEO approach.

Given the specialized nature of Google job search, you can’t rely on generic SEO strategies. While job search SEO uses some of the same strategies, job postings won’t rank with basic SEO methods.

We’ve compiled a few steps that we take when optimizing our multi-location brand clients SEO strategy for Google job search:

  • Essential Markup. There are eight types of structured data markup that Google’s job search engine requires. If any of these tags are missing or incorrect, Google will exclude the job posting from search results.
  • Additional Markup. There are several other types of markup that you can include in job postings. Strategic use of additional markup can boost your rankings in Google job search. However, it’s important that any additional markup is both relevant and properly implemented.
  • Keyword Targeting. As with any other form of SEO, you need to target the right search terms. First, you’ll need a sense of which terms job seekers are using to search for the types of jobs you offer. After that, you’ll need to include these terms in the right parts of your job postings.
  • User Experience. Google’s search algorithm will rank job postings based on how useful and relevant those postings are to users. Top-ranked postings will be easy to read, include detailed information, and answer job seekers’ most pressing questions about the position.
  • Campaign Tracking. Google Analytics now includes specific tools for tracking the performance of job postings. However, many third-party SEO tools aren’t built for job search. Chances are, you’ll need to set up a DIY system for tracking your job search campaigns.

Given the distinct nature of Google job search, you’ll need specialized talent if you want to optimize your job postings. If recruitment plays a critical role in your multi-location brand strategy, connect with one of our digital marketing experts  to learn more about our SEO and Google job search solutions.

7 Digital Marketing Best Practices for Multi-Location Brands

Digital marketing can be a thorny issue for multi-location brands. On the corporate level, you’re engaged in broad, national campaigns that promote your brand as a whole. On the location level, you (or your franchisees) need to worry about local marketing efforts. That means taking a hybrid approach to your digital marketing strategy.

 

Yet, when you look online for digital marketing best practices, there’s little information on how to balance brand-level and location-level marketing. Most of the advice you’ll find is focused on one or the other. There’s little information on how to coordinate corporate campaigns and local marketing to complement one another.

 

At Qiigo, we specialize in digital marketing campaigns for national brands, so we know a thing or two about the best ways to market your multi-location brand online. If you’re in the process of rethinking your digital marketing strategy, here are seven important areas that you’ll want to focus on.

 

What Multi-Location Brands Need for Digital Marketing

 

  1. Create Unique, Localized SEO Content. If your brand uses boilerplate content for each location’s sub-site, these pages will likely be excluded from search results. Google expects every page on your website to have unique content. When it detects duplicate content, it removes these pages from search results. Effective local SEO for multi-location brands therefore requires the creation and implementation of unique, localized content for each location’s website.
  2. Centralize Your Pay-Per-Click Campaigns. One of the advantages of modern PPC is the ability to carefully segment your PPC campaigns. This has made it much easier, cheaper, and effective for multi-location brands to centralize their PPC efforts. Centralized campaigns benefit from the cost-efficiencies of scale, the accuracy of larger data sets, and the cohesion of a unified message. Meanwhile, it’s now easy to customize ads based on users’ locations, or to create a market through which franchisees can increase or decrease ad spending in their market.
  3. Engage in Two-Tier Reputation Management. Reputation management for multi-location brands naturally occurs on two levels: the reputation of your brand, and the reputations of individual locations. While some companies prefer to focus their corporate efforts purely on their brand-level reputation, it’s often smarter to assist individual locations with reputation management. This can be done by identifying locations with low review counts or middling ratings, then providing them with tools and resources to strengthen their review profiles.
  4. Local Listings Monitoring & Management. It can be costly and inefficient for individual franchise locations to manage their own local listings. By handling local listings management at the corporate level, multi-location brands can eliminate redundancies and lower the cost of these services. Centralized management also carries other benefits. For example, it ensures business data is consistently structured from one location to the other. And if problems with one location’s data are causing problems for another location, it is much easier to correct his issue.
  5. Help Locations Win Fans on Social Media. Social media is one area where it can pay to give franchisees control over digital marketing. Franchisees can put a human face on their business and use social media to build a strong community presence. With that said, there’s a lot that brands can do to aid franchisees on social media. For example, brands can provide franchisees with content to augment their social media feeds, creating a mix of corporate and local content. Brands can also use their corporate accounts to signal boost franchisees’ posts and profiles.
  6. Target Locally with Programmatic Ads. Programmatic ads — which show users ads based on certain types of user data — are an excellent tool for local marketing. Multi-location brands have an advantage in this field, since they can build and/or acquire large data sets for programmatic targeting. This data can then be used to run centralized campaigns that include localized targeting and customization. Alternatively, it can be provided to franchisees who wish to run independent programmatic campaigns.
  7. Mobile-Friendly Website Design. Nearly two-thirds of all web traffic now comes from mobile devices, and studies show that most local searches occur on mobile devices. In light of this, it’s crucial that multi-location brands have mobile-friendly websites on both the corporate level and local levels. In particular, it’s important that you have a mobile-friendly store finder — a feature that often has problems on mobile devices.

 

Getting Your Holiday Marketing Strategy In Place

 

Right now, most of the world is recovering from the back-to-school transition or getting ready for Halloween. But for national brands and digital marketers, now is the time to plan ahead for the holiday season.

 

1 in 5 retail sales occurs during the holiday season, and according to a 2017 survey by Deloitte, more than 50% of holiday spending now occurs online. An effective digital marketing plan could make the holidays your most profitable time of the year. But without a proper game plan in place, consumers could leave nothing but coal in your stocking.

 

As you develop your digital marketing strategy for the 2018 holidays, we’ve compiled four tips to help you plan ahead for the season.

 

Examine Every Touchpoint for Consumers

 

When planning your digital marketing strategy for the holidays, it’s important to keep in mind that people don’t just spend more at this time of the year — they also spend differently.

 

Here are three key points to keep in mind for the holiday season:

  • Consumers are hunting for great deals and discounts during the holiday season, especially in the time around Black Friday and Cyber Monday.
  • Many purchases at this time of year are gift purchases for other people, which changes the way purchasers evaluate services and products.
  • Shoppers are bombarded by ads and offers during the holidays, making it harder to capture and hold consumer attention at this time of year.

 

 

Spread Cheer (and Deals!) Through Social Media

 

Social media is a great way to build brand awareness and generate sales during the holiday season. So if you don’t already have a November and December content calendar in place, now’s the time to get started.

 

In terms of paid posts, social media is a great avenue for programmatic marketing during the holidays. (We’ll touch on programmatic ads in a moment.)

 

Meanwhile, your organic social media efforts over the holidays should include a mix of engagement-friendly seasonal posts, plus offers on seasonal deals and discounts. Healthy engagement metrics are important on platforms like Facebook, so try to post at least two engagement-focused posts for every promotional one.

 

 

Harness the Power of Programmatic Marketing


Programmatic marketing is a highly targeted method of digital marketing, and it’s one that’s ideally suited to holiday season.

 

These campaigns take user-specific data — pages they’ve visited, searches they’ve made, geographic and demographic signals — and then use this data to show users the most relevant ads possible. For example, if a user searched for “winter boots on sale” within the past hour, a programmatic ad campaign can show them an ad for your BOGO offer on snow boots.

 

Programmatic ads have impressive engagement and conversion rates all year long, but they’re especially effective during the holidays. Consumers are more inclined to make impulse purchases at this time of year, which these types of ads encourage. Programmatic ads are also a great way to recapture users whose purchasing journeys were interrupted partway through — a common issue for holiday shoppers.

 

 

Create a Holiday-Focused PPC Strategy

 

PPC advertising is most effective when consumers are in a purchasing mindset. So, it should come as no surprise that November and December are some of the best (and most competitive) months for PPC marketing.

 

One of the easiest ways to optimize your PPC campaigns for the holidays is to take existing keywords and add seasonal modifiers. Holiday shoppers will often search for deals and discounts using search terms like “holiday discounts on ________” or “Christmas sale for ________.” When tied to an appropriate seasonal promotion, these types of keywords can be dynamite for holiday retailers.

 

When planning for holiday PPC campaigns, keep in mind that competition ramps up at this time of year. Keyword bids are higher, and PPC budgets need to be adjusted to accommodate this competition.

 

Qiigo Featured on Street Fight Magazine

Qiigo CEO, Rick Batchelor, was recently interviewed by Street Fight Magazine on how to scale company culture through rapid growth.

 

“Qiigo CEO Rick Batchelor has experienced a problem not all company leaders will admit to: disappointing employees.

 

Qiigo is an Internet marketing company for multi-location brands, 12 years old with just over 60 employees. Making everyone happy, including both employees and customers, can be difficult. After many years, Batchelor is honest about things that go wrong, and over time he’s found simple communication is often the best resolution to personnel issues.

 

Batchelor knows that employees are focused not just on their current jobs, but also on their future and their ongoing career paths. In this case, the employee didn’t realize that he had other options. He was beyond disappointed: He thought he was at the end of his career road….Continue Reading

 

 

 

Entrepreneur Names Qiigo As Top Company Culture

We are thrilled to announce that Qiigo has been recognized by Entrepreneur Magazine as one of 150 high-performing cultures in the U.S.  The magazine released their 2018 list today of the top companies who exemplify great company cultures. You can see Qiigo’s ranking and view the other top performing companies here.

 

This announcement comes off the heels of our recent honor, being named a ‘Best Places to Work’ by the Atlanta Business Chronicle. Very exciting times at Qiigo and we couldn’t be more excited to be recognized for our amazing company culture.

 

You can see all of our recent awards by visiting our awards page.

 

 

Everything You Ever Wanted to Know About On-Page SEO

everything you wanted to know about on page seo

If you’re like most business owners, you’ve heard of on-page SEO – and yet, you don’t really know what it means and how it can impact your business. After all, you’re not a programmer or an SEO expert.

But considering that on-page SEO is a critical factor in the success of your website, it’s something you can’t afford to ignore. Without it, your site can easily get lost in an already noisy marketplace.

The good news is that with some basic knowledge, you can improve your on-page SEO – giving your website more influence on search engine results. Here’s what you need to know to get there:

 

What Is On-Page SEO?

First, ‘on-page’ simply refers to the elements on your website, like copy, images, video, meta tags, and HTML code. On-page SEO is the act of optimizing those elements in order to boost your rankings in organic search results.

 

Why Does It Matter?

Because when you improve your search engine rankings, customers are more likely to find and click on your site when they’re searching for the types of products or services you sell. The endgame here is to get on the first page of Google’s search engine results. Why?

Report after report shows that most people don’t click past the first page of results. Some say that number is 75%, while others put it at 92%. But the bottom line is that if you’re on page two or three of Google’s search engine results, you can kiss a whole lot of prospects good-bye. Solid on-page SEO, on the other hand, can help you achieve first-page rankings.

 

How Can I Improve On-Page SEO?

There are a variety of areas you can focus on, a few of which include:

  • If you’re serious about SEO, you need to know what keywords and key phrases your audience is using. Use online tools, like Google AdWords Keyword Planner and Google Suggest, for research.
  • High-quality, relevant copy. This serves multiple purposes. First, authoritative content ranks better. Second, it will improve the ‘dwell time’ of your page. This is simply the length of time a visitor spends on your page. And third, Google takes this ‘dwell time’ into account, which means it impacts your rankings. So if people are going to your website and immediately clicking off due to poor content, it will affect your rankings.
  • Keyword density. Don’t cram 100 keywords on a page. This can actually diminish your rankings. However, do sprinkle your keywords (as well as variations of them) throughout the page’s copy and in subheads. Put them in the title tag (the headline that displays in the top bar of Internet browsers) as close to the beginning as you can. Use them in the alt text of a page’s image, as well as in the URL for that page.
  • Images, videos and infographics. Enhancing copy with different types of media throughout your site can better engage visitors. This, in turn, can increase time spent on your site, impacting rankings.
  • SEO-friendly URLs. Shorter URLs (i.e. website addresses) are ranked better by Google. So go with com/products rather than yourwebsite.com/categorya12/articleandtitlehere.
  • Responsive design. Google is actually penalizing websites that aren’t optimized for tablets and smart phones. Don’t be one of them! Make sure your site is optimized for all devices and computers.
  • Site speed. Site speed is simply how fast pages on your site load. The faster the better. Not only can site speed impact your rankings, but also your user experience, as well.

Don’t have the time to invest in on-page SEO efforts? Turn to the search engine marketing experts at Qiigo. We can do it for you, helping you boost your ranking results and generate more interest in your site. Call us today at (888) 673-1212 to find out how.

 

Are You Budgeting for Content Marketing?

budgeting for content marketingThe end of the year is swiftly approaching. That means you should be in budget planning mode. Is content marketing a part of your efforts? If not, you’re passing up a prime opportunity to enhance your online footprint and drive traffic to your site.

Consider a few statistics. According to research group Aberdeen, year-over-year growth in unique site traffic is 7.8 times higher for content marketing leaders compared to followers. What’s more, according to DemandMetric, content marketing costs 62% less than traditional marketing – and generates about three times as many leads.

That’s an impressive return on investments. And it means, when you’re leveraging content marketing, you’re getting more traffic and more leads – and it costs you less to do so. What are a few other reasons content marketing is so important?

It Builds Trust With Your Audience

When you have relevant, authoritative content to share, it demonstrates your expertise with site visitors – and they come to trust you more for it. In fact, 70% of consumers say content marketing makes them feel closer to the sponsoring company. People trust – and buy from – experts who can help solve their problems and pain points.

It Boosts Rankings

When you’re regularly creating expert content, other bloggers and websites will take notice – and link to your site. If it’s a high authority site, it could improve your online visibility since search engines use back-linking as one criterion for ranking sites. The more quality sites linking to yours, the better. And you can only do that through good content marketing.

It’s Easy to Share

If your content is solving a problem for a customer, then chances are high that they’re going to share it on social media with their friends and network. This is good because 71% of customers are more likely to buy when they see content about a product or service that’s shared from a friend.

If the above reasons aren’t enough to convince you that you should be budgeting for content marketing, then think about this: If you’re not, then you’re falling behind your competitors. A recent report from the Content Marketing Institute stated that, on average, 29% of a brand’s total marketing budget is spent on content, with 39% of respondents expecting to increase that number. This means your competitors are most likely investing in content marketing – and if you don’t, you could get left behind in 2017.

Don’t have time to develop your own content marketing strategy and budget? Let the experts at Qiigo help you. We can also create, schedule, and publish content that helps you build your fan base. Call us today at (888) 673-1212 to find out more about content marketing as well as all of our local franchise marketing services.