<img src="//bat.bing.com/action/0?ti=4069002&amp;Ver=2" height="0" width="0" style="display:none; visibility: hidden;">
The Brightlark Blog » Search-marketing
Matt Walde
By Matt Walde
on March 12, 2014

The lowest hanging fruit to optimize once a Pay Per Click campaign is live are the keywords. It’s almost always the first place someone looks to “see how things are going”.

We can’t argue with the fact the keyword level optimization is a must to successfully manage a campaign. But we also believe that if this is all you look at, you’re only scratching the surface of your potential.

By Holly Lieberman
on February 28, 2014


There are thousands of SEO agencies and consultants out there....

Some are great SEO providers who utilize "white hat best practices", while others are simply great salespeople who promise you rankings on the first page of Google for any keyword you so desire. 

Due to the complex industry of SEO, it's easy to be mislead or misinformed by agencies who "talk the talk", but don't "walk the walk."  If and when there comes a time that you need to evaluate SEO from your current provider, there are key indicators you should look for and others you should avoid.  


When you first started with them, did they complete competitive and search landscape research for your business? No SEO initiatives should be proposed until there is a firm understanding of the competitors in your market. These are not just your direct business competitors who sell the same products or services as you, but for other entities that rank for the same keywords that you would. Say for example, that your company is United Plumbing. You want to show up 1st whenever anyone searches for ‘plumbing’ in your local area. When it comes to the search landscape, you not only have to compete in search engine rankings with your direct competitor Joe’s Plumbing, but you also have to compete with Wikipedia, industry bloggers, etc. By determining who is in the market, your SEO company can more easily assess your competitors SEO efforts and craft a plan that will work for you.

By Holly Lieberman
on December 04, 2013

As digital marketing strategists, we are always looking for the most comprehensive data regarding just how effective our digital strategies are performing. The Internet allows us to better track our marketing spend when compared to traditional marketing outlets, and the data we collect such as cost per online lead, is what indicates ROI, and validates further digital marketing efforts. 

One of the major data points that we track through pay-per-click (PPC) advertising is called a conversion. A conversion, also known as a lead, is anyone who is brought to your website through a PPC ad, who then decides to take further action such as contacting your business, or purchasing a product. This could be an online action, such as a form submission, which is easy for us to track through AdWords and Google Analytics. But there is another critical element on your website that should be tracked, and this one occurs offline.

The phone number on your website is a crucial conversion element. A few years back, we realized this and began searching for a way to track the phone calls that are generated from PPC efforts. Fortunately, we came upon a couple software providers who also noticed this as a necessity. Thus, call tracking was born.

Call tracking involves purchasing a phone number from a vendor to match your area code. You then embed a little bit of JavaScript (generated by the vendor) into the code of your website. Once it is set up correctly, the code will seamlessly switch the existing phone number on your website to the one that you purchased once someone accesses your website from a PPC ad. When they then dial that number, the call will automatically forward to your existing business number. The caller will be none the wiser.

You can even purchase different phone numbers for each campaign in your AdWords account in order to more directly report which campaigns are generating the most calls. From here on, it is easier to mold your PPC strategy and know where to invest your monthly budget.

We can track the following types of data to provide valuable insights and results into the efficacy of your PPC advertising:

  • Calls Per Day
  • Answered, voicemail or hang up status
  • Unique versus repeat callers
  • Call duration
  • Call recording 

It is also important to note that, as business owners and managers, we seldom find time to answer the phone ringing in the background. After implementing call tracking, it is essential to be diligent about answering the phone. The person on the other end of the line is far enough along in the buying process that it will take much less effort for you to reel them in. These leads can be more qualified and CHEAP.

Moral of the story is - don’t forget about the little phone number on your website because it can have a big impact on your paid search ROI.




By Holly Lieberman
on November 18, 2013

You have heard all of the big names, Foursquare, WhitePages, Superpages, Yelp, Citysearch, etc… But what exactly do they do?

These local listings companies collect your business information, sort of like a digital phone book, and provide you as search results to people searching their site for your type of business.

By Holly Lieberman
on July 12, 2013

Things are heating up here at AdVision, we have a new eBook for you! Paid search is all about diligence. Our Introductory Guide to PPC will teach you some tips and tricks to managing your paid search campaigns.

Matt Walde
By Matt Walde
on December 14, 2012
Inbound Marketing

Not only are more people online than ever before, they’re smarter.  They’re less patient.  They want to control their experience, not be spoon fed ads by the truck load.

Matt Walde
By Matt Walde
on December 12, 2012
PPC GeolocationIn addition to Search Engine Optimization and Social Media, Pay Per Click or PPC is not only an effective advertising tool but a proven revenue generator. Utilizing this advertising platform has become extremely popular for businesses; however, to maximize revenue, we recommend all local businesses target their ads geographically. Targeting your ads by a location can increase their relevance and increase your click through rate.  The higher your click through rate, the more relevant the Search Engines will view your campaign - which is a GREAT thing.

Analytic software, such as Google Analytics, can provide you with valuable information as to where your customers are located, thus enabling you to target your marketing campaign directly to those users. Utilizing geo-specific keywords and ad copy will filter your audience and make your ads more enticing.

Matt Walde
By Matt Walde
on November 26, 2012

If you're a new company or just new to Search Engine Optimization, you will soon discover why the strategy will become a necessity to increase traffic and customers to your website. SEO focused words get picked up by search engines and placed in a ranking on their pages. When keywords are placed strategically in content, search engines use those words to attract potential consumers. For example, if someone is searching for a medical diagnosis or condition, they might search for those words, or even more specifically Type II Diabetes Symptoms. Companies, such as Webmd, The Mayo Clinic and Medicine.net  discovered that using those specific keywords allowed search engines to rank them high, even on the front page. Because of that ranking, their traffic has increased ten-fold.

Matt Walde
By Matt Walde
on November 20, 2012

describe the imageBusinesses who utilize SEO, Search Engine Optimization, principals not only see their traffic increase on their websites, but discover an increased interest from potential consumers. The reason being is that users, who see a website ranked high, typically click on those sites because of the trust factor. If a company can state its reputation by its SEO ranking, a user is more inclined to do the same thing. By implementing SEO strategies, which utilize keywords placed in specific areas of content, businesses can maximize or optimize their rankings in search engines. The higher their ranking, the higher the trust factor.