Keeping Your Website Safe From Malware

If your business depends on its website in any way, keeping it secure should be a top priority. While it sounds like obvious advice, many business owners and webmasters do not take even the simplest of steps to ensure their site’s safety. If this sounds like you, here is your warning!

With a few of Tandem Interactive’s easy tweaks, you can take preventative steps to secure your website:

1.     Logins and passwords. It is really common for websites to have an “Admin” login. Do not be one of these sites! Hackers know this is true, and if they have your login, they have won half the battle. You should also steer clear of logins that are simply your business’ name. When it comes to passwords, avoid using your business’ name or consecutive numbers. Incorporate random words, numbers and symbols.

If your CMS allows it, you should also limit login attempts. This will prevent a hacker from having unlimited “chances” at guessing your login and password combination. And it is also important to protect your login information. Only make logins for those who absolutely need it, and do not give out the information to just anyone who asks.

2.     Update everything. When using a CMS, you may have several plugins, extensions, applications and themes. It is important to keep these updated. When you do not take this precaution, you are pretty much inviting hackers in. Updates repair security issues, so take advantage of the bandages they provide. You should also ensure your website is running on the latest version of your CMS.

Before you install any plugins, extensions or applications, make sure you really need them.  Since they can cause vulnerabilities, you only want to install something if it is really necessary.

3.     Work with those you can trust. When you work with an internet marketing company, web developer, or programmer, make sure you trust them. If you were not referred, ask for former or current clients you can talk to. Your website is an investment that likely cost a lot of time and money; do not give just anyone access to your baby.

The same goes for your hosting provider. It is important to choose a reputable company, because they will have strong security measures in place. And if something does go wrong, you want a company with a responsive and helpful customer service team that will try their best to rectify the problem.

4.     Back it up. Back up your website’s files and database! If you do not do this, and you do not have a web developer, it is likely not happening. This small step can be the difference between your entire site being wiped out or not. Ask your hosting provider about site backups, and keep a recent backup on a local drive just in case.

5.     Monitor your web property. While it is important to check on your site and make sure everything is running smoothly, you need to put in just a bit more effort. That is because malware can be added to your site, and everything can look a-okay on the front-end (scary, we know!). Google Search Console (formerly Google Webmaster Tools) makes monitoring your website’s health pretty simple. The “Security Issues” section of Search Console will keep you up-to-date if it detects any malware, hacking or security issues. You just need to make sure to connect your web property to Search Console and keep an eye on the email address it is connected with. It also does not hurt to login from time to time. The same goes for Google Analytics. Monitor your traffic, and look into any irregular spikes.

While managing a website can be stressful, there are a few simple steps you can take to safeguard it from a security attack. Because trust us, there is nothing more stressful than trying to put the pieces of your site back together. Once your site is secure, contact Tandem Interactive for any of your site’s organic, paid search, or local needs!

Search Analytics for Your Apps

Let’s be honest – apps rule the world right now. Everyone has an app for something and everyone has their favorite apps for certain things. The majority of the time, you can find millennials on their phones, and if they are not texting – guess what – they are using their favorite app; which is most likely Facebook or Instagram. However, even apps that are not the most popular are still used if they are a necessity; like a mobile banking app, and even that handy gas station app that tells you where the cheapest gas station is around you. 

For businesses who have a mobile app and webmasters who participate in App Indexing, we dedicate this post to you. Google’s new Search Console (formerly known as Webmaster Tools) is said to be easier to use for non-webmasters and has recently been updated with new reports that show developers how their app content is performing in search results. 

The Requirements:

1. You have to have an Android app
2. Go to your Search Console and enter your app name; for example: 
android-app://com.example
3. Have an associated app to a site in your Search Console
4. Submit the XML feed

Now, you can use the Search Analytics report to see top queries and the most trafficked app pages. But, hold onto your seats because it gets better – you can also use filters to sort by clicks, impressions, and click-through rate.

Another feature is the beta version of Fetch As Google for Apps. This feature allows developers and businesses to be able to see how Google sees the content within their Android app; how Google renders the app’s URI scheme. 

Not sure what URI scheme is? Well, we all know what content is and how your business ranks based off of many factors, one being content. Internet space is inhabited by many points of content and the most common form of URI (Uniform Resource Identifier) is a webpage address. The URI to your app is the mechanism used to access the resource, and it will tell the specific computer that the resource is housed in, as well as the specific name of the resource on the computer. So, in order for Google to be able to interpret your app’s specific URI scheme, they have created the beta version of Fetch As Google for Apps, allowing developers to understand how Google understands and treats app content in terms of search results, and every business with an app wants to know how their app content helps them rank. 

Below is a photo of how your app may look to Google:

Shopping Campaigns: A Beginner’s Guide to Optimizing Your Product Feed

For those of you in the retail space, if you are not participating in Google’s Merchant Center for Google Shopping, your customers are not finding you!

Google Merchant Center is a tool that allows you to integrate your business’ inventory through a product feed and into Google’s search results, by using Google’s Shopping feature. You may ask, “What is this ‘Google Shopping’ you speak of Brittni?” – Google Shopping is a feature in the SERPs that will give consumers a selection of products they could be looking for, based on the relativity of their search query.

The benefit to advertising on the Google Shopping Network is it allows your ads to attract more potential customers. If a consumer is using the Google search bar for “best running shoes”, Product Listing Ads - often referred to as PLAs - are the fastest and best way of showing your product to the right consumer. PLAs link your inventory’s product feed to the search results and show the most relevant items to the searcher.

After you have opened a merchant account, it is important to link your Google AdWords account and Google Merchant Center, so that your products are shown as PLAs. Once you have completed these preliminary steps, it is important to ensure that your product feed is optimized to enhance its performance. This can be done by taking the raw feed from your website’s catalog and optimizing it before creating the feed.

Some ways you can enrich your data feed is by:

1.       Seizing all opportunities to include information. Opportunities become limited when you do not complete all of the feature options. All feature options should be filled out for every product.

2.       Avoid vague titles. All titles for products should be in the following order of importance:

a.       Brand/Age/Gender/SKU/Size/Color

b.      Example: John Hardy Men’s Classic Chain 10.5mm Silver Bracelet

3.       Use/include GTIN numbers when possible.

You can also use search query reports, trends, and keyword research to help optimize your product feed even further. If your product is a pair of blue sneakers with white dots, the term ‘white dots’ may not be what your audience is looking for. Try performing tests to optimize your products, with keywords that your audience would use to describe your product; such as: ‘Polka Dots’, as opposed to ‘White Dots’.

It is important to know that your product feed title does NOT need to match the landing page title for the product. This is a common misconception and could result in less sales and less overall traffic.

If you are new to Google Shopping campaigns and would like to learn more about PLAs, contact Tandem Interactive for assistance.

Mobile Advertising Tips Straight From the Mothership

“Every click will potentially cost you a user conversion.”

Greetings from Google’s New York Headquarters! Tandem Interactive is on-site learning directly from the source. As a Google Partner, Tandem is able to bring exclusive PPC tips to you. Tandem Interactive does not only deliver Google approved PPC practices, we also push to share new and exciting information with all digital marketers.

Today’s Google spring training was kicked off by mobile advertising master mind Matt Delre, who engaged us with a personal experience of his recent life-changing purchase - a minivan.

As Delre took on parental duties, he embarked on a long and tedious research for the safest family car on his mobile device. Like many consumers, Delre took advantage of his mobile device by comparing minivans in one dealership to another dealership’s inventory.

This process proved to be a nightmare for Delre, can you guess why?

Making sure that your site is mobile friendly, will improve your consumer’s mobile experience, potentially leading to a conversion.

The following information is from Pew Research Center’s recent study and displays why mobile advertising is the new frontier.

Sure, digital marketers have been shouting “mobile is coming, mobile is coming” for a while now, but 2015 is the year that we will finally be able to see mobile’s marketing potential, implementing mobile PPC tactics that will turn the tides for you and your client.

According to Delre, mobile devices are 67% likely to convert. So why the hesitation?

Start enhancing your mobile PPC campaign today, by implementing the following suggestions from Delre and get mobile advertising right!

Mobile Advertising Optimization Check List:

•   Make sure that your homepage is easy to use. Site usability is the first, and most important step in optimizing your PPC campaign; whether you are targeting desktops, tablets, or mobile devices.
•  A mobile device’s small screen limit your user’s visibility; in order to drive conversions, position the site’s call-to-action to front and center.
• Example: Progressive

• Make searching through your site easy, with optimal accessibility.
• Example: This can be done by implementing a visible search box, such as an open-box site search.

        

•  If your search bar is visible, ensure that the site’s search results are quality search results. The ultimate goal is to direct the consumer to their target on their initial search. Improve your search results by implementing effective filters.
• Example: Nike

• Allow your users the ability to purchase as a guest. By eliminating the number of forms and clicks your consumer has to fill out, you increase the chances that potential consumers will actually convert.

Consumers who use their mobile devices tend to use them frequently, and their devices are the center of their lives. Like these consumers, smartphones will soon be the center of your digital advertising tactics too!

Let's Put South Florida on the Map!

Three years ago, Google and their Google My Business team started an initiative to get small businesses across the country added onto Google maps - and the program has taken off. In March of 2015, a new initiative was launched that would finally allow Badged Google Partners to aid in the process.

Just yesterday, Google My Business’ “Let’s Put Our Cities on the Map” team held a webinar to call upon Badged Google Partners in the United States to join efforts in getting every local business listed online.

Webinar demonstrator Whitney explained that, “97% of consumers search the web to find local goods and services, and 4 in 5 consumers use search engines to find local information nearby; like: store address, business hours, product availability, and directions. But then, only 37% of businesses have actually claimed a local business listing on a search engine, so that’s a lot of communication that is not happening because those businesses are not making sure that information is up-to-date and accurate when all of those consumers are searching for them online.”

The idea behind “Let’s Put Our Cities on the Map” is to be able to reach local businesses who currently lack an online presence and need assistance getting listed on Google My Business. In some cases, businesses may not be aware just how dire an online presence may be; nor are they aware of its benefits.  By getting your local business listed online, you are getting your community on the map and giving your community the opportunity to thrive and generate more revenue. The online presence of local businesses can help generate up to $300,000 a year in economic growth for small communities, and up to $7 million for larger communities.  In short – if you are a local business and you are not listed online, on Google My Business, you could hold a small part in harming the growth of your community.

As put by Whitney, “it definitely does take a village, and we want to make sure that every community is able to take advantage of these opportunities by helping their local businesses get on the map and have up-to-date information so that local consumers can find them and support them.”

Stats:

38% of consumers are more likely to visit a business that they can find online and on Google Maps.

29% of consumers are more likely to consider purchasing from a company who has an online presence.

- Businesses with a complete listing online are 2x more likely to be considered reputable.

  

REQUIREMENTS / CRITERIA / INFO PAGES

Only for BADGED GOOGLE U.S. Partners who have $10,000 worth of Adwords spend within a 90 day period.

Steps to Registering:

1. Complete your partner profile online via the gybo.com/partners website, connect MCC and Adwords

2. Go through a Best Practices check by Google

3. One individual (that is Adwords certified) needs to be connected to the account – done through google.com/partners

HUB : Gybo.com to find your city

https://www.gybo.com/fl/fort-lauderdale

“Show Support” page

Where regular residents can go to show support for local businesses -

If they find a business that is not on the map, they can share the step-by-step instructions with the business in order to help them get listed on Google My Business

“Business” page

Most businesses do not know exactly how they stand on the map, or how to add their business and edit their listing. The business page allows a business to be searched and will let them know their status and give them advice on how they can make their local presence / map listing stronger.

The most common scenario is that the business is not verified on the map, so it shows up as “Your business info is incomplete”.

“Partner” page

Only badged partners for now, since this is the first time agencies are being offered a part in the initiative.

You can see a list of badged partners in your area and you can apply to be a partner as well.

  

BENEFITS

Once you sign up and get approved, you will receive a kit of things to help local businesses.

- Promotional materials - Promote and host workshops, email template, pamphlets, signage, etc.

- Presentation materials – get businesses in the door and host workshops on why it is important to get   listed on Google My Business

- Help from Google – Google support team for questions, aid in partnership opportunities

Promotional materials will say the city name that you registered for, if you register for multiple cities you will receive a generic “Let’s put our cities on the map” material kit.

3 formats of workshops:

- Pre-recorded workshops if you do not wish to speak, or want them to supplement a meeting you are   already having

- Live, virtual workshops monthly – stream them to businesses

- Materials if you want to present yourself

***Perhaps the ultimate benefit to joining the initiative - access to expedited business verification – on-spot verification form – given once approved

Get new clients in the door, through helping them and opening them up to new opportunities.

As another Google Webinar host Gabe explains, the initiative is a “great fit for Badged Agencies”.

“The most success was with those who collaborated with non-agency “Let’s Put Our Cities on the Map” partners. A few examples of these types of organizations are: small business development centers, Chambers of Commerce, your mayors and city economic development offices, and mainstream associations. These collaborations work because these types of organizations work with many businesses that really don’t have digital savvy, and you have the knowledge base and skill to help them out. So once they take that first step to getting online, they will eventually need help growing online and that’s where you can take the next step with them.”

*largest success with agencies partnering with Chambers of Commerce businesses

4-step Roadmap to success with the program:

1. Sign up at Gybo.com/partners

2. See who the other partners in your community are

3. If you know of potential partners within your community, encourage them to join the program – it’s free – an easy sell

4. Collaborate with them to host workshops, the program will make it easy and provide you with everything

Important Q&As from the Google Webinar

*If you run across companies that say they have already been contacted from Google – if the email address is not from @google.com they are not from Google.

*If a town is not showing up, eventually they will be. Register and add multiple cities so that you can still get started.

*It IS different than getting listed on maps through a Google+ page. Google My Business is free and takes roughly 10 minutes for local businesses to get set-up and verified.

*Franchisees with multiple locations across the country – once you are a partner in this program you can contact a specialist to make sure all locations are verified correctly.

*Fix location pin markers once logged in, under “location marker incorrect”

*For service providers who are not located in their service area: hide the home address and set a service area. Check the “I serve customers at their location” – pop up with radius, etc. Service area rather than storefront.

Badged Google Partners, local businesses, and community leaders - let’s work together to build a stronger community – let’s join the over 30,000 cities in this program - let’s put South Florida on the map!

Five Underestimated Strategies That Will Help You Rule Local

1. Social Activity - Even if you don’t get much engagement from your audience, be active on your social media sites. Share useful and up-to-date information OFTEN. Don’t get frustrated if you don’t get a ton of likes or retweets. Your commitment to your social page is counting for something. Trust us.

2. Be Trendy and Be Unique- Along with great written content, include creative features such as authentic videos and blog posts. Don’t pretend to be local; actually be local. Get involved in your community and share what you are doing on your site. Make it a company goal to become newsworthy for participating in your community and being different from competitors.


3. Expand Your Recognition- Don’t just strive to get local recognition, do your best to get regionally and nationally recognized. Acquire those mentions by going after publications that distribute across the country and/or region.

4. Get Your Owner/ Founder Involved in the Conversation- Connect with your audience on a more personal level by including reviews, stories, social mentions and experiences of the person or people that started your company. Consumers want to see the faces behind the company’s name and feel an association to the brand. Include pictures of owners and employees on your site.


5. Be Authentic- Create a Web site that exudes genuineness and effort.  Consumers like sites that are professionally designed, simplified, and include a sense of community, photos of clients, and ties to history and family.

If your company needs more direction when it comes to Local Search Engine Marketing, Tandem can always help!

Google+ Local can Kill Your SEO Strategy

Sure, everyone wants PPC and everyone wants content. After a while, you may be hassling your marketing agency on why you are not number one in Google yet, but how does your Google+ page look? The reality is, is takes a lot of time and patience to rank in Google organically via a content strategy. At the end of the day, your site’s fate falls in their hands. One of the best things that you can do, is build out your Google+ Local page.

Google+ Local is an extremely crucial element of your local SEO strategy, since it drives your company’s results on Google Maps.

Think about it: If I want to find the best Italian restaurant in Miami, Florida, and I search Google for just that, if your Italian restaurant does not have a Google+ Local page with reviews, you might not even show up in my results.

One of the biggest pitfalls for businesses when it comes to using Google+ Local, is thinking that you can just create your listing page and be done; never sharing and updating content, and never completing Circle Outreach. Without Circle Outreach, even if your posts are set to “public”, your reach will not be as wide as it could be.

When completing Circle Outreach, think of your consumer demographic. If you are an Italian restaurant in Miami, essentially you could add any Miami resident to your Circles; so search for “Miami Circle” and try to find some residents and maybe even business offices surrounding your restaurant, to add to your Circles.  Building out your Circles will allow the content that you share to reach those people, allowing them to share your content or +1 it if they choose. It will also create brand awareness for your company by word-of-mouth, or by people in your Circles converting into customers.

Using your page to create brand awareness: After you setup your Google+ location page, it is important that you do not forget about it. Updating it is part of what makes your page relevant and can drive reviews. If you are an Italian restaurant, make sure that your address and phone number are correct. Then, add pictures of your cuisine, share events that will be taking place there, add photos of the interior, exterior, parties, and etc. Create posts of specialty menu items and chef’s specials.  The more that you share, the more that the people in your local Circles will see, and the higher your chances of gaining customers who will leave reviews will be. When you share content, make sure that you include keywords that target your industry; you can even hashtag them in your posts. Another content sharing tip: share content from your Facebook or Twitter, so that you draw a following on there as well. 

Perhaps one of the most important Google+ Local practices for your business – encourage consumers to leave a review.  The reviews will show in Google search results and can convert online local search consumers into in-the-door customers. For even the most competitive industries, having a lot of Google reviews (that give you a good star-rating) WILL get customers in the door.

Example: Search Google for “personal injury attorney” and these are the results that you will see (in Fort Lauderdale, FL).

These results are not organic search results in terms of content, they are organic in the sense that they are Google+ location pages (Google Maps) and the location's Google+ reviews. These results, in a perfect world, are easier to result as a facet of organic results, rather than content oriented organic search results. As a consumer, you would most likely choose the attorney with the highest rating, from the highest amount of reviews.

Tandem Interactive can help build out your Google+ location pages, so that you receive reviews and get customers in the door.