Panda 4.0 – Quality Content
July 13, 2014
Panda 4.0 and the Small Business Website – Quality Content
The saying within the SEO professionals circle is “Content is King”. Google wants to see “ well written, unique content ” and if your content has been copied from another website – even just a few paragraphs, then you may be affected.
There are a few things that you should try to do as a small business owner:
- Write a blog at least once per month.
- Get your Google+ profile set-up and post to it occasionally.
- Make sure your blog posts are linked to your Google+ profile.
- Make sure your website’s content is unique, descriptive and well-written.
Blog Posts
First – no one will ever read your blog posts. If you’re reading this now, we probably sent you a link to this page because you asked us about Panda 4.0 or you had a question about content. Google is the reason you write blog posts. It’s the reason I’m writing this now.
Having said that, write blog posts for one reason – Blogs are a great way to add pages to your website. Well-written blog posts, that are optimized for the search engines can, over time, build your website to hundreds of pages. Google can’t ignore a website with 100 pages of well-written content.
Plus, as these pages get indexed on the search engines, it helps drive more traffic to your website. Websites with more visitors get indexed higher (all other things being equal).
Google+ Profile
There are lots of resources out there on how to complete your Google+ profile. Here are the highlights:
- Your profile picture needs to be a picture of your face, like a drivers license picture. Do not use a company log or a picture of your cat.
- Fill-out everything.
- Add yourself as a contributor to your website and any other blogs or forums you participate in.
Why do all of this?
As a certified author of your content, Google puts your Google+ Profile next to your web page description. This links to your profile and gives this web page more credibility in both Google’s mind, and that of the Google User (ie. the searcher). When the page has been authored by a real person, with a real face (hence the head shot as a Google+ profile picture), you can be reasonably sure that the page was not written by some SEO scam company.
The Author “By Line” is not new to Google or the Panda 4.0 update, but you need to know that the by lines in the search results come from and link to your Google+ profile.
Content
Whether you write your own blog posts or hire a copywriter to do it for you, please make sure all the content is unique.
PLEASE NOTE: Panda 4.0 has absolutely no impact on the Pay-per-Click Ads that you may be running with Google AdWords.
The post Panda 4.0 – Quality Content appeared first on Third Marble Marketing.
Third Marble Marketing - Google Ads & SEO Tips, Tricks and Case Studies
Managing local search for multiple locations comes down to clarity, consistency, and giving Google reliable information for every place you operate. When each Google BusinessProfile (GBP) is complete and accurately reflects its location, your visibility strengthens across all markets. Build Each Google Business Profile Properly Every location needs its own fully built profile, including the correct business name, address, hours, services, photos, and a simple description of what that location offers. Treat each profile as its own storefront. For instance, someone landing on it should immediately understand who you are, what you do there, and when you’re open. Use Location-Specific Landing Pages It’s important to link each profile to a page dedicated to that physical office (not a general “locations” page or your home page). A real location page helps Google clearly connect the profile to the city, team, and service area it represents. Create a Consistent Review Process Request reviews for each individual location. If a business has many offices, but only one pool of general reviews, your business will look disconnected. Consequently, this is why having separate and authentic reviews tied to each address is imperative, as they help boost trust and the perception of real presence. Keep Each Profile Active Regular posts, updated photos, and occasional promotions signal that the profile is maintained. Additionally, try to spread updates out over time for steady activity rather than large batches all at once. Ensure Local Citations Match Your name, address, and phone number need to appear the same everywhere online. Consistency builds confidence with Google. Inconsistencies create doubt and weaken your visibility. Publish Location-Focused Content Create content that reflects the cities you serve (e.g., guides, service explanations, FAQs, or project examples tied to specific neighborhoods). Localized content increases relevance for people searching in that area. What Not To Do: Avoid Fake or Unstaffed Locations Do not create listings for places where you don’t actually operate. Virtual offices, co-working spaces, PO boxes, and similar setups will not hold up in the long term. Moreover, Google identifies them quickly, competitors report them, and the risk to your valid locations isn’t worth it. If you don’t serve customers at a real, staffed address, skip the listing and strengthen your location pages and service area content instead. The Bottom Line Multi-location businesses succeed in local search by treating every location as legitimate and distinct while keeping brand information consistent. Real locations, real pages, real reviews, and real activity build the signals Google rewards. Need Support Managing Multiple Locations? Our Internet Marketing Service specializes in local SEO and GBP optimization for businesses with multiple locations. We handle profiles, landing pages, and local content so every location performs at its best. Schedule a call with us today to get started!
Recent developments following federal court rulings suggest that many businesses that have purchased Google Ads may be eligible to recover a significant portion of their past advertising expenditures. Third Marble Marketing is bringing this information to your attention, as many of our clients fall into the potentially eligible category. Here is a breakdown of what has happened and how it may affect your business. The Google Ads Compensation Claim Multiple courts have recently ruled that Google engaged in anti-competitive and unlawful behavior related to the operation of its search and display advertising platforms. Experts say this conduct essentially inflated the cost of Google Ads above what it should have been. Consequently, the law firm Keller Postman, co-founded by Ashley Keller and Warren Postman, is launching a coordinated legal effort to help businesses like yours recoup these alleged overpayments. Key Facts for Eligibility If you’ve run Google Ads campaigns, here are the key details you need to know: Who is Eligible? Any business, large or small, that purchased Google Search or Display ads on or after August 2016. Potential Recovery: Companies that file a successful claim could recover up to 30% of their total Google Ads spend since August 2016. Cost Structure: Keller Postman, the law firm handling these claims, works on a contingency basis. This means you pay absolutely nothing upfront, and they only get paid if they win compensation for you. Act on Your Claim Today This claim is about recovering money that should have been yours in the past. As always, we’re up to date on all things Google and are committed to sharing information relevant to your success, especially when it means there's a significant opportunity for you to recover funds! Your most important step right now is immediate action, so please check your eligibility here . How Third Marble Can Help This situation demonstrates the value of having an expert partner manage your campaigns. Since we already manage your Google Ads, we can easily provide your total historical spend to support a claim. Just email your Account Manager or our general support email to request this data. Not a current client? We'd be happy to discuss taking Google Ads management off your plate so you can focus on your business. You can start by scheduling a call with us for a Free Google Ads Audit ! Please note: Third Marble Marketing is providing this information so you don't miss out on a potential financial recovery. We are not a law firm and are not providing legal advice. The compensation claim process is being managed entirely by the Keller Postman law firm. Please review their materials and direct any legal questions to them.
The successful management of local SEO requires consistent effort across all digital channels. While foundational elements, such as categorical optimization and review management, are critical, many local businesses overlook the high-impact, immediate potential of Google Posts within their Google Business Profile (GBP). Google Posts transform a basic business listing into a dynamic asset, providing timely, relevant updates that appear prominently in Google Search and Maps results. This oversight represents a significant missed opportunity to generate qualified traffic and enhance customer engagement. With our internet marketing service , we emphasize the strategic necessity of utilizing every tool provided. Moreover, this blog details how local businesses can effectively employ Google Posts to maximize profile visibility, highlight proprietary offers, and establish continuous relevance. These are simple methods to gain an advantage over your competition, so do not miss out! 1. Maximizing Conversion Potential with Explicit CTAs The Google Post format is specifically designed to facilitate direct user action. Unlike static directory listings or standard social media feeds, every post features a mandatory Call-to-Action (CTA) button, which immediately channels user interest toward a desired conversion endpoint. Strategic Linking: The efficacy of your CTA hinges on directing the user to the precise location. For example, a post announcing a new service must link directly to that service page, not the general homepage. Utilize targeted CTA options such as "Order Online," "Book Now," or "Sign Up." Performance Insight: Clicks originating from Google Posts represent high-intent interactions. This elevated user activity reinforces the relevance of your website to Google's algorithms and effectively streamlines the customer journey from a search query to a completed action. 2. Strategic Utilization of Dedicated Post Types for Prominence Google provides specialized Post formats (Offer and Event) engineered to confer immediate visibility and introduce a critical element of urgency into your marketing communications. Promotional Clarity (Offers): The "Offer" type should be reserved for structured sales, coupons, or time-bound discounts. This format allows the inclusion of specific expiration dates, coupon codes and is visually distinguished by a "View Offer" badge on the profile, compelling immediate customer engagement. Schedule Management (Events): Employ the "Event" type for planned occurrences such as extended holiday hours, workshops, or community functions. Events remain active until their conclusion, ensuring persistent visibility and allowing users to plan their attendance accordingly. Operational Note: Given their typically short lifespan (often seven days), Google Posts must be reserved for communicating current, time-sensitive information, which necessitates consistent and proactive profile management. 3. Maintaining Profile Vitality and Algorithmic Relevance Consistent content generation through Google Posts is essential for maintaining a robust and competitive Google Business Profile. Active and regular posting demonstrates operational reliability, a factor highly valued by both searchers and search engine algorithms. Visual Integrity: Posts must always incorporate high-resolution images or video. Compelling media serves as the primary gateway for user engagement and maintains the freshness of your profile’s visual assets. Keyword Reinforcement: The copy of your post offers valuable space to naturally integrate relevant keywords and localized geographical mentions that substantiate the primary services detailed on your profile. This directly strengthens your ranking signals within local search results. Engagement Metrics: A consistently updated profile intrinsically attracts a higher volume of views, clicks, and inbound calls, thereby establishing a beneficial cycle of sustained local visibility and trust. By implementing a disciplined strategy for the creation and deployment of focused Google Posts with clear CTAs, your organization can significantly amplify its local search visibility and secure measurable, high-value leads. This practice is an essential component of professional Local SEO management. Elevate Your Local SEO Strategy It's no secret that developing and maintaining consistent, high-impact content requires dedicated resources that may detract from your primary responsibilities as a business owner. If the continuous management of a strategic posting schedule presents a challenge, outsourcing this function is a prudent solution. This is why our experienced team at Third Marble Marketing strives to deliver affordable, comprehensive Local SEO Services , ensuring your Google Business Profile remains optimally active and competitive. Contact us today to Schedule An Expert Consultation and optimize your local SEO strategy!
When it comes to Google Business Profiles , most local businesses focus on reviews, hours, and keywords. However, there’s another ranking factor quietly influencing local SEO: customer-uploaded photos. These authentic, user-generated images can boost engagement, trust, and visibility all without costing you a dime. Why Customer Photos Matter for Local SEO Google’s algorithm measures how users interact with your profile. Profiles with frequent photo uploads—especially from customers—signal that the business is active, popular, and relevant. According to Google, listings with photos receive more clicks, requests for directions, and calls than those without. When customers upload photos, it adds credibility that business-posted images can’t fully match. Each new photo also increases engagement opportunities. Users are more likely to explore your listing when they see real experiences rather than stock or promotional images. That engagement loop (e.g., clicks, zooms, shares, etc.) tells Google your business deserves higher visibility in local search results and Maps. How to Encourage Customer Photo Uploads Ask at the Right Time: Prompt happy customers to share photos right after a great experience. A simple “We’d love to see your photos on Google!” can go a long way. Include It in Your Follow-Up Emails: Add a short line and link to your profile, encouraging customers to upload images with their review. Incentivize Without Violating Policies: You can’t offer discounts for reviews, but you can spotlight customer photos on your social media or website to motivate participation. Create Photo-Worthy Moments: Make sure your space, signage, and products are visually appealing and well-lit. Customers are more likely to post photos when there’s something worth capturing. Engage with Uploaded Photos: Like and respond to reviews with photos, and share them (with credit) across your channels. Engagement encourages others to contribute! The Bottom Line Customer photos aren’t just nice additions. They’re engagement drivers that can improve your Google Business Profile’s visibility. By fostering authentic photo uploads, you’re helping Google (and potential customers) see your business as vibrant and trustworthy. At Third Marble Marketing, we specialize in optimizing Google Business Profiles and other local SEO strategies to help businesses thrive. If you're ready to leverage customer photos and other proven tactics for better visibility with our Internet Marketing Service , contact us today for a free consultation. Let's transform your local presence into lasting success!
In the ever-evolving world of digital marketing, local SEO remains a cornerstone for businesses aiming to attract nearby customers. Whether you're a small coffee shop or a regional service provider, optimizing your online presence for local searches can drive foot traffic, boost leads, and increase revenue. However, misconceptions about local SEO persist, leading many business owners to make costly mistakes. At Third Marble Marketing, we've seen firsthand how these myths can sabotage your efforts. In this post, we'll debunk three common local SEO myths: the supposed benefits of keyword stuffing, the underestimation of listing accuracy, and the belief that Google Ads directly influence organic rankings. Let's set the record straight and help you focus on strategies that actually work. Myth 1: Keyword Stuffing Improves Your Local SEO Rankings One of the oldest myths in SEO is that cramming as many keywords as possible into your content, Google Business Profile, or website will skyrocket your rankings. For local businesses, this might mean repeatedly stuffing terms like "best plumber in Richmond, VA" into every description, title, and meta tag. The reality? Keyword stuffing not only fails to help but actively harms your SEO performance. Search engines like Google have sophisticated algorithms that prioritize user experience. Overusing keywords makes content read unnaturally, which can lead to penalties, lower rankings, or even removal from search results. Instead of stuffing, focus on natural keyword integration through high-quality, relevant content that answers user queries. For local SEO, incorporate location-based keywords thoughtfully in your Google Business Profile categories, service descriptions, and website pages. Tools like Google's Keyword Planner and Google Trends can help identify optimal terms without overdoing it. By avoiding this myth, you'll create content that's engaging for humans and favorable for algorithms, leading to sustainable ranking improvements. Myth 2: Listing Accuracy Isn't That Important for Local Visibility Many business owners assume that as long as their business is listed somewhere online, the details don't need to be spot-on. A slight mismatch in address, phone number, or hours across directories like Yelp, Apple Maps, or Google? No big deal, right? Wrong! This misconception can severely damage your local SEO. Accurate and consistent business listings (known as NAP—Name, Address, Phone) are crucial because search engines use them to verify your business's legitimacy and relevance. Inconsistencies confuse algorithms, leading to lower visibility in local search results and the dreaded "Map Pack." Moreover, inaccurate info frustrates potential customers, eroding trust and driving them to competitors. Studies show that even minor errors can result in lost revenue, as customers may assume your business is unreliable or closed. To combat this, audit your listings regularly. Ensure every directory reflects the exact same details, and update them promptly for changes like new hours or relocations. Consistent accuracy not only boosts rankings but also enhances customer experience, turning searchers into loyal patrons. Myth 3: Running Google Ads Will Boost Your Organic Search Rankings It's a tempting belief: If you're spending money on Google Ads (formerly AdWords), surely that investment trickles down to improve your organic rankings, right? After all, more visibility means more clicks, which could signal quality to Google. Unfortunately, this is a myth, as Google Ads and organic SEO operate in separate silos. Google has repeatedly confirmed that paid advertising does not directly influence organic search rankings. While Ads can drive immediate traffic and provide valuable data (like which keywords convert best), they don't give your site a ranking boost in unpaid results. Organic rankings depend on factors like content quality, backlinks, site speed, and user signals (not your ad budget). That said, there's indirect synergy. Insights from Ads campaigns can inform your SEO strategy, such as optimizing landing pages for better performance in both channels. Use Ads to test keywords and refine your approach, but don't rely on them as a shortcut to organic success. A balanced strategy combining both can maximize your ROI without falling for this misconception. Takeaway: Focus on Proven Local SEO Strategies Dispelling these myths is the first step toward a stronger local SEO foundation. Keyword stuffing alienates users and search engines alike, inconsistent listings undermine trust and visibility, and expecting Google Ads to magically enhance organic rankings sets you up for disappointment. Instead, prioritize creating valuable content, maintaining accurate listings, and using data-driven tactics to grow your business. At Third Marble Marketing, we specialize in cutting through the noise to deliver results-driven local SEO services . If you're prepared to dispel misconceptions and boost your digital visibility with premier Internet Marketing Service , reach out to us now for a complimentary consultation. Let's turn those local searches into real customers!
When it comes to marketing, people trust people. That’s why user-generated content (UGC) has become one of the most powerful tools for local businesses. Some examples of UGC include customer photos, reviews, and social media posts. Instead of polished ads, UGC provides an authentic glimpse into how real customers experience your brand. Remember, authenticity is the best way to build trust! Why UGC Works Customers are more likely to believe a neighbor’s review or a friend’s photo than a company’s ad. In fact, UGC acts like digital word-of-mouth, showing potential customers that your business delivers on its promises. This social proof increases credibility, boosts engagement, and often drives higher conversions. Ways to Encourage UGC Ask for Reviews: After completing a job, invite customers to leave a Google review. Make it simple by providing a direct link. Create Shareable Moments: If you’re a restaurant, encourage diners to snap photos of their meals. If you’re a home service provider, take before-and-after shots and invite customers to share them. Run Small Contests: Offer a discount or giveaway in exchange for tagging your business in a post. Engage with Existing Content: If someone posts about your business, thank them and share it (with permission, of course). Recognition often leads to more sharing. How to Leverage UGC Feature it on your Website: Showcase customer testimonials or embed social media feeds. Use it in Ads: A happy customer’s words or photo can outperform stock images every time. Highlight it on Social Media: Share customer stories, posts, and reviews to show your community that you value their voice. Build Local Trust: For small businesses, UGC demonstrates that your neighbors rely on you, which is powerful reassurance for new customers. The Takeaway User-generated content turns satisfied customers into brand ambassadors. By encouraging and amplifying UGC, local businesses can strengthen trust, spark engagement, and stand out in competitive markets. Want to learn how to turn your customers into your best marketers? Reach out to Third Marble Marketing, and let’s create a strategy that grows your brand from the inside out.
Apex Family Chiropractic Center partnered with Third Marble Marketing at the start of the year, just as Google Ads was rolling out new Performance Max updates. Our team is committed to staying ahead of these changes and has developed strategies to make Performance Max and Search campaigns work together to deliver stronger results for local businesses. Search Campaign Launch In the first month, we launched a Search campaign with carefully selected keywords and ad copy designed to attract qualified leads at an efficient cost per click. Before launching, Dr. Minesh Patel opted for a landing page conversion assessment through our Help Sessions , where we completed two landing page audits and suggested improvements, such as adding social proof, updating headlines, and refining content. He implemented those recommendations, and with the optimized landing pages in place, the campaigns got off to a strong start. The early success encouraged him to increase the budget to aim for even greater growth. This was also the second business Dr. Patel entrusted to Third Marble, further underscoring his confidence in our process.
The world of Google Ads is shifting fast, and 2025 is proving to be a pivotal year. Costs are rising, automation is taking center stage, and the margin for error is shrinking. For local businesses, it is no longer enough to simply show up. Rather, you need to show up with a sound strategy. Here is what you need to know if you want to stay competitive and make the most of your ad budget. 1. Advertising Costs Are Rising and Not Coming Back Down The numbers are in, and they are not subtle. According to WordStream’s 2025 benchmarks , the average cost per click has climbed to $5.26, while the average cost per lead now sits at $70.11. For small and local businesses, this means every dollar needs to be working harder than ever. It’s no longer about spending more. Conversely, it’s about spending smarter. That means refining your targeting, writing ad copy that actually connects with your audience, while making sure your landing pages are built to convert. In a higher-cost environment, efficiency is not optional—it’s survival.
What is Performance Max and how can Third Marble Marketing help? You may have noticed an uptick in conversation around Performance Max campaigns. Google first launched Performance Max in 2021. Since then, this campaign type has continued to evolve and expand in features as Google enhances its reach and capabilities. Performance Max is a goal-based campaign that allows your ads to reach a wider audience across a greater variety of channels like YouTube, Display, Search, and more. The upside of Performance Max is getting your business in front of a larger audience with more dynamic ad content. The downside is trickier data transparency, reduced control over keyword-driven approaches, and ongoing shifts in the Google Ads landscape. It can be intimidating to navigate new tools and determine whether Performance Max is right for your business and your budget. Every time Google rolls out changes, our team is on it. We work quickly and effectively to get our clients the best results, which is why we’re a Premier Partner—ranking in the top 3% of Google-approved agencies. We’ve worked hard to develop Performance Max strategies that complement our trusted Search Ads process. We’re committed to staying ahead of the curve while delivering the most meaningful leads at the best price for small businesses. Office Space in the DC Metro Area We’ve been helping Metro Offices in the DC Metro area bring in leads since 2021. Recently, we noticed their cost per click was rising as bidding auctions became more competitive. We recommended a new strategy: running a Performance Max campaign alongside their existing Search campaign. Performance Max allows their ads to reach a broader audience while highlighting dynamic ad content. Trusting our team, they moved forward and saw big results.
Conversion tracking plays a crucial role in the success of digital marketing. When set up correctly, it helps marketers identify which efforts drive real results and allows advertising platforms like Google Ads to optimize performance based on actual business outcomes. What We Consider a Meaningful Conversion A meaningful conversion is any action that reflects a potential customer’s intent to engage or make a purchase. The most valuable conversions include: Phone Calls Form Submissions Online Purchases These actions signal a clear interest in your product or service and provide the best data for campaign optimization. Why We Don’t Track Everything While it’s technically possible to track almost any website interaction, such as time on site or button clicks, not all actions represent intent. These are often called micro-conversions and may be useful in complex, high-volume campaigns. However, for most businesses, tracking too many low-value actions can dilute the data and lead to misinformed decisions. The best practice is to focus on conversions that align directly with business goals. Common Obstacles to Accurate Conversion Tracking Setting up reliable tracking isn’t always straightforward. A few common challenges include: Improper Phone Number Formatting: For call tracking to work, phone numbers must be visible and readable on the page—e.g., “Call Us: (123) 456-7890.” Buttons that only say “Call Now” without displaying the number often go untracked. Lack of a Thank You Page or Success Message: Form submissions should ideally redirect to a dedicated confirmation page. If that’s not possible, a visible and persistent success message can work, though disappearing messages often can’t be tracked. Third-Party Tools: Platforms like Calendly, CallRail, HubSpot, or CozyCal are commonly used for booking or call forwarding. Some of these support tracking, while others do not. Each case requires an individual assessment based on available integrations. Tools Commonly Used for Conversion Tracking The most effective conversion tracking systems rely on a combination of: Google Ads Google Tag Manager Google Analytics These tools are designed to work together to capture, organize, and report on conversion data, allowing for informed optimization decisions without needing custom software development. General Setup Process Setting up conversion tracking usually includes the following steps: Identify Key Actions: Define which user actions on your website represent conversions. Gain Access to Tracking Tools: Ensure access to the necessary platforms, typically Google Ads and Google Tag Manager. Create and Implement Tags: Configure tags that track the identified actions accurately. Use the Data to Optimize: Monitor performance and adjust campaigns based on tracked results. This process helps marketers and algorithms alike make better, faster decisions. What Is Enhanced Conversion Tracking? Enhanced conversions in Google Ads use first-party data, such as email addresses, phone numbers, or names, submitted through your website to more accurately match conversions to ad interactions. This improves measurement accuracy and has been shown to increase performance by approximately 5% in some campaigns. Enhanced conversions work best for businesses that collect user information through forms or process purchases directly on their websites. However, enhanced conversion tracking is not always a good fit. Here are some common reasons why it may not be usable or recommended: No Form or Purchase Data Collected: If your website doesn’t gather any user information (like email or phone number), there’s nothing for Google to match against. Third-Party Forms or Booking Tools: Platforms like Calendly, HubSpot, or other embedded tools may not allow access to the data needed for enhanced conversion tracking. Privacy Concerns or Compliance Restrictions: Businesses with strict privacy policies or legal limitations around data collection may choose not to implement enhanced tracking. No Access to Technical Setup: If your website team can't implement the necessary tagging through Google Tag Manager or make code changes, the setup may not be possible. When used in the right context, enhanced conversions can be a powerful tool, but they depend on both technical feasibility and data availability. Need help setting up or refining your conversion tracking? Third Marble Marketing includes conversion tracking setup as part of our Google Ads Management service. This ensures accurate, meaningful data from the start to guide your campaigns. If you're interested in professional management of your Google Ads, with conversion tracking built in, contact us to schedule a consultation!
