{"id":2857,"date":"2019-07-08T01:55:41","date_gmt":"2019-07-08T01:55:41","guid":{"rendered":"https:\/\/omaha-seo.com\/blog\/?p=2857"},"modified":"2022-06-06T16:59:44","modified_gmt":"2022-06-06T16:59:44","slug":"12-easy-signs-you-need-to-rethink-your-paid-search-strategy","status":"publish","type":"post","link":"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/","title":{"rendered":"12 Reasons to Rethink Your SEO Strategy"},"content":{"rendered":"<div class=\"row\">\n<div class=\"col-xs-12\">\n<div class=\"sej-article-head\">\n<p class=\"sej-stitle\">There&#8217;s something else entirely to running a fruitful paid hunt program than simply the 12 things recorded here, however, this is a decent spot to begin rethinking your procedure and will eventually set you on a superior way.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"col-xs-12\">\n<div class=\"sej-article entrycontent \">\n<div class=\"sej-sthumb\"><img decoding=\"async\" class=\"img-responsive aligncenter\" src=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy-760x400.png\" srcset=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy-760x400.png 1x, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy-1520x800.png 1.5x\" alt=\"12 EASY Signs You Need to Rethink Your Paid Search Strategy\" width=\"760\" height=\"400\" \/><\/div>\n<div class=\"sej-article-content gototop-pos \">\n<div id=\"scheader\" class=\"media sej-card\">\n<div class=\"scdetails media-body\">\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69e4310eca6f4\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69e4310eca6f4\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#Smart_recommendations_to_make_Google_Ads_profitable\" >Smart recommendations to make Google Ads profitable<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#1_Youre_Constantly_Underspending_Your_Budget\" >1. You\u2019re Constantly Underspending Your Budget<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#2_Youre_Down_to_Buying_Branded_Terms_Only_Because_You_Dont_See_Conversions_From_Any_Other_Source\" >2. You\u2019re Down to Buying Branded Terms Only Because You\u00a0Don\u2019t See Conversions From Any Other Source<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#3_You_Refuse_to_Buy_Branded_Terms_Because_You_%E2%80%98Already_Rank_for_That_Organically_%E2%80%A6_%E2%80%98So_Why_Waste_Our_Money\" >3. You Refuse to Buy Branded Terms Because You \u2018Already Rank for That Organically\u2019 \u2026 \u2018So Why Waste Our Money?\u2019<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#4_Youre_Expecting_the_Same_Type_of_Conversion_Results_From_All_Keywords\" >4. You\u2019re Expecting the Same Type of Conversion Results From All Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#5_Youre_Using_Cost_per_Click_as_Your_Sole_Determining_Factor_in_Whether_You_Bid_on_a_Term_or_Not\" >5. You\u2019re Using Cost per Click as Your Sole Determining Factor in Whether You Bid on a Term or Not<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#6_Youre_Only_Measuring_the_Success_of_Your_Campaign_on_an_overall_Return_On_Ad_Spend_ROAS\" >6. You\u2019re Only Measuring the Success of Your Campaign on an overall Return On Ad Spend (ROAS)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#Get_your_website_unstuck_now_How_Click_the_Omaha_SEO_link_below\" >Get your website unstuck now! How? \nClick the Omaha SEO link below!<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#7_Youre_Spending_Your_Entire_Paid_Media_Budget_on_Text-Based_PPC_Ads_%E2%80%93_You_See_It_as_Your_Only_Paid_Media_Channel\" >7. You\u2019re Spending Your Entire Paid Media Budget on Text-Based PPC Ads \u2013 You See It as Your Only Paid Media Channel<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#8_Youre_Measuring_Your_Programs_Success_on_Impressions_Clicks\" >8. You\u2019re Measuring Your Program\u2019s Success on Impressions &amp; Clicks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#9_Youre_Sending_Every_Single_Paid_Search_Ad_to_the_Home_Page\" >9. You\u2019re Sending Every Single Paid Search Ad to the Home Page<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#10_You_Arent_Using_Any_Ad_Extensions\" >10. You Aren\u2019t Using Any Ad Extensions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#11_You_Havent_Touched_Your_Ad_Creative_in_at_Least_a_Year\" >11. You Haven\u2019t Touched Your Ad Creative in at Least a Year<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#12_You_Dont_Know_What_You_Should_Be_Paying_for_a_Conversion\" >12. You Don\u2019t Know What You Should Be Paying for a Conversion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/#Starting_With_This\" >Starting With This<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"card-h\"><span class=\"ez-toc-section\" id=\"Smart_recommendations_to_make_Google_Ads_profitable\"><\/span>Smart recommendations to make Google Ads profitable<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p class=\"card-text\">Opteo continuously monitors Google Ads accounts for statistically significant patterns. When something comes up, Opteo suggests an improvement backed up by real data. Opteo also helps monitor performance trends, track spending &amp; get alerts when you need them<\/p>\n<\/div>\n<\/div>\n<p>Running paid search campaigns, but wondering if you have the right <a href=\"https:\/\/omaha-seo.com\/\">paid search strategy<\/a> in place?<\/p>\n<p>Here are a dozen signs to look out for that may indicate the need to rethink your current approach.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"1_Youre_Constantly_Underspending_Your_Budget\"><\/span><strong>1. You\u2019re Constantly Underspending Your Budget<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You have a budget of $5,000 per month to spend, but on a consistent basis, you aren\u2019t coming anywhere close to that.<\/p>\n<p>I\u2019m not talking about a one-month seasonal aberration. There could be multiple reasons you\u2019re underspending, including:<\/p>\n<ul>\n<li>Your\u00a0keyword list\u00a0is too narrow.<\/li>\n<li>Your\u00a0targeting radius\u00a0is too small.<\/li>\n<li>Your ads aren\u2019t showing due to the strength of the competition, low\u00a0quality score\u00a0(on your campaigns), or disapprovals you haven\u2019t addressed.<\/li>\n<li>There simply isn\u2019t enough search demand. Remember that search doesn\u2019t help you build demand; it simply helps you respond to it. In that case, you need awareness campaigns to feed your search campaigns.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"2_Youre_Down_to_Buying_Branded_Terms_Only_Because_You_Dont_See_Conversions_From_Any_Other_Source\"><\/span><strong>2. You\u2019re Down to Buying Branded Terms Only Because You\u00a0<\/strong><strong>Don\u2019t See Conversions From Any Other Source<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your paid search campaign is so limited. You or your agency has culled your keyword list down to just\u00a0branded terms\u00a0because everything else just seems like a waste of money.<\/p>\n<p>Either every non-branded (but relevant) term is\u00a0<strong>way too expensive<\/strong>\u00a0to justify the cost of a click or it\u2019s priced fairly, but not once clicks or converts. If this is the case, here are a few potential root causes to examine:<\/p>\n<ul>\n<li>You don\u2019t fully understand the user intent on non-branded queries. What is \u201cthe why\u201d behind that search and do you know how to answer that \u201cwhy\u201d?<\/li>\n<li>You\u2019re expecting the same result from branded and non-branded terms (see #4 below for more info).<\/li>\n<li>You might be sending\u00a0<strong>every<\/strong>\u00a0paid search ad to the home page of your website (see #9 for more)<\/li>\n<li>You might have fundamental issues with how the account is set up. Perhaps you have everything set to broad match or your list of keyword negatives is incomplete.<\/li>\n<li>There are other possibilities but start with looking at these basics.<\/li>\n<\/ul>\n<p>And on the flip side to this extreme\u2026<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_You_Refuse_to_Buy_Branded_Terms_Because_You_%E2%80%98Already_Rank_for_That_Organically_%E2%80%A6_%E2%80%98So_Why_Waste_Our_Money\"><\/span>3. You Refuse to Buy Branded Terms Because You \u2018Already Rank for That Organically\u2019 \u2026 \u2018So Why Waste Our Money?\u2019<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This tired argument is bound to come up when you have a new executive who is new to the world of search.<\/p>\n<p>Some of the easiest answers to this question include:<\/p>\n<ul>\n<li>You may rank #1 organically for your brand, but that top listing may be well below-the-fold on a desktop search and 3-4 full-screen scrolls on a mobile device (below-paid ads, shopping, map listings).<\/li>\n<li>Nothing stops your competitor from bidding on your brand. You can stop them from using your trademarked name in the body of an ad, but they can still bid and offer up an alternative.<\/li>\n<li>Would you rather have more control over the search results page or less? You pick.<\/li>\n<li>You have a greater ability to provide options to that searcher in the form of extensions, specific landing page destinations, (tracked) contact info, etc.<\/li>\n<\/ul>\n<div id=\"attachment_312651\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-312651 b-lazy pcimg b-loaded\" src=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_1.jpg\" sizes=\"(max-width: 799px) 100vw, 799px\" srcset=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_1.jpg 799w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_1-480x262.jpg 480w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_1-680x371.jpg 680w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_1-768x419.jpg 768w\" alt=\"12 EASY Signs You Need to Rethink Your Paid Search Strategy\" width=\"799\" height=\"436\" \/><\/div>\n<h2><span class=\"ez-toc-section\" id=\"4_Youre_Expecting_the_Same_Type_of_Conversion_Results_From_All_Keywords\"><\/span>4. You\u2019re Expecting the Same Type of Conversion Results From All Keywords<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you have this expectation, you\u2019re set up to fail from the beginning. It just doesn\u2019t work this way.<\/p>\n<p>The stage of the buying cycle plays a very heavy role in which keyword gets search on. For example, let\u2019s look at \u201cvirtual meetings\u201d:<\/p>\n<ul>\n<li>For this first query, the searcher has been directed to \u201cresearch some \u2018virtual meeting\u2019 options\u201d. The first query made is the most obvious one for someone with no experience in a particular platform would make. The results (note the options and Zoom\u2019s ad):<\/li>\n<\/ul>\n<div id=\"attachment_312653\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-312653 b-lazy pcimg b-loaded\" src=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_2.jpg\" sizes=\"(max-width: 1215px) 100vw, 1215px\" srcset=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_2.jpg 1215w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_2-480x255.jpg 480w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_2-680x361.jpg 680w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_2-768x408.jpg 768w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_2-1024x544.jpg 1024w\" alt=\"12 EASY Signs You Need to Rethink Your Paid Search Strategy\" width=\"1215\" height=\"645\" \/><span class=\"wp-caption-text\"><em>Search results page for the generic term [virtual meetings].<\/em><\/span><\/div>\n<ul>\n<li>Later in the buying cycle, that same searcher queries \u201cZoom Meetings\u201d after having done the research online, in addition to receiving a recommendation from a colleague. Note how this search result is designed for someone who has a clear intent of checking out the Zoom platform. In addition to offering direct conversion links, it provides a reassuring third-party validation from a Gartner study:<\/li>\n<\/ul>\n<div id=\"attachment_312655\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-312655 size-full b-lazy pcimg b-loaded\" src=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_3.jpg\" sizes=\"(max-width: 725px) 100vw, 725px\" srcset=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_3.jpg 725w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_3-480x256.jpg 480w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_3-680x362.jpg 680w\" alt=\"12 EASY Signs You Need to Rethink Your Paid Search Strategy\" width=\"725\" height=\"386\" \/><\/div>\n<div class=\"wp-caption aligncenter\">The branded<span class=\"wp-caption-text\">\u00a0query for the query [zoom meetings].<\/span><\/div>\n<h2><span class=\"ez-toc-section\" id=\"5_Youre_Using_Cost_per_Click_as_Your_Sole_Determining_Factor_in_Whether_You_Bid_on_a_Term_or_Not\"><\/span>5. You\u2019re Using Cost per Click as Your Sole Determining Factor in Whether You Bid on a Term or Not<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It can certainly be a factor, but\u00a0<strong>not the only\u00a0factor<\/strong>. Remember this is an auction. At auctions, the price is determined by what a bidder is willing to pay.<\/p>\n<p>Logically, if someone is willing to pay a higher price, that bidder deems the cost to be worth it.<\/p>\n<p>I\u2019m not saying you should automatically be willing to pay what you feel is an outrageous price, but you owe it to yourself to dig deeper and ask a few questions:<\/p>\n<ul>\n<li>Would the cost of this keyword be worth it if I know it\u2019s being shown to the right\u00a0audience\u00a0qualified to buy?<\/li>\n<li>Is the cost of this phrase high because it\u2019s a highly competitive, but valuable term?<\/li>\n<li>Is the cost of this phrase high because my competitors have deep pockets and a strong brand name to support the ad?<\/li>\n<li>If you\u2019re looking at the cost of acquiring a new customer (which, you should always be \u2013 see #12), does the math work if my conversion rate is good enough?<\/li>\n<li>Are you guiding that searcher along a logical path in terms of the messaging in the\u00a0ad copy, details in the landing page, and compelling calls to action?<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"6_Youre_Only_Measuring_the_Success_of_Your_Campaign_on_an_overall_Return_On_Ad_Spend_ROAS\"><\/span><strong>6. You\u2019re Only Measuring the Success of Your Campaign on an overall Return On Ad Spend (ROAS)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I understand why you would do this. It\u2019s a simple trap to fall into:<\/p>\n<ul>\n<li>ROAS may be the most simple calculation you can make when reporting on results \u2013 \u201cwhat did I spend versus what did I make\u201d.<\/li>\n<li>It makes complete sense to stakeholders who live in spreadsheets (I\u2019m looking at you, Finance!)<\/li>\n<li>At a glance, it would seem to tell the whole story in one simple equation (especially in an e-commerce campaign).<\/li>\n<\/ul>\n<p>Here\u2019s why using\u00a0<strong>only<\/strong>\u00a0ROAS for a success measurement is a bad idea:<\/p>\n<ul>\n<li>You\u2019re probably only counting the initial first purchase and not factoring in the\u00a0lifetime value\u00a0(LTV) of a customer. Do that calculation and you may find it completely worth it to have a negative ROAS on a new customer given what you\u2019ll make long term.<\/li>\n<li>It\u2019s easy to get a positive ROAS on branded terms. Anyone can do that. A ROAS report will tell you to put more focus on those branded terms at the bottom of the funnel. You\u2019ll eventually find you maintain a positive ROI on a shrinking funnel.<\/li>\n<li>Sometimes the immediate conversion isn\u2019t the point of an ad. Remember the example covered in #4 (queries of \u201cvirtual meetings\u201d in the research stage and \u201czoom meetings\u201d when the searcher is close to making a decision)? Sometimes your success metric is getting a searcher added to your\u00a0remarketing list so you can nurture them towards ultimately choosing you. Far too many PPC campaigns fail because those who set them up to don\u2019t understand this distinction.<\/li>\n<\/ul>\n<table style=\"border-collapse: collapse; width: 100%;\">\n<tbody>\n<tr>\n<td style=\"width: 100%;\">\n<table style=\"border-collapse: collapse; width: 100%; height: 144px;\">\n<tbody>\n<tr style=\"height: 109px;\">\n<td style=\"width: 990.8px; height: 109px;\">\n<h3 class=\"et_pb_module_header\" style=\"text-align: center;\"><span class=\"ez-toc-section\" id=\"Get_your_website_unstuck_now_How_Click_the_Omaha_SEO_link_below\"><\/span><span style=\"font-size: 18pt; color: #3366ff;\">Get your website unstuck now! How?<\/span><br \/>\n<span style=\"font-size: 18pt; color: #3366ff;\">Click the Omaha SEO link below!<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<\/td>\n<\/tr>\n<tr style=\"height: 35px;\">\n<td style=\"width: 990.8px; text-align: center; height: 35px;\"><span style=\"color: #3366ff; font-size: 18pt;\"><strong>Omaha SEO<\/strong><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2><span class=\"ez-toc-section\" id=\"7_Youre_Spending_Your_Entire_Paid_Media_Budget_on_Text-Based_PPC_Ads_%E2%80%93_You_See_It_as_Your_Only_Paid_Media_Channel\"><\/span>7. You\u2019re Spending Your Entire Paid Media Budget on Text-Based PPC Ads \u2013 You See It as Your Only Paid Media Channel<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Stop! Just Stop!<\/p>\n<p>Don\u2019t get me wrong. I love PPC. I\u2019ve made a good living doing it, but if you\u2019re relying on it as your only paid channel to drive revenue, you\u2019re in trouble.<\/p>\n<p>Remember that statement back in #1 about the search being great for responding to demand\u00a0but unable to help you build it?<\/p>\n<p>That\u2019s all you really need to know if you ever start thinking it\u2019s a good idea to make PPC as your only paid media channel. It\u2019s not!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"8_Youre_Measuring_Your_Programs_Success_on_Impressions_Clicks\"><\/span><strong>8. You\u2019re Measuring Your Program\u2019s Success on Impressions &amp; Clicks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s fine to measure impressions and clicks to add context to a comprehensive analysis that includes more important success metrics like post-click activity and conversions.<\/p>\n<p>If the report you get doesn\u2019t go any deeper than impressions and clicks, what can you actually tell me about the success of your paid search program?<\/p>\n<p><strong>Answer:<\/strong>\u00a0Nothing. You need additional context to both of those metrics otherwise there is nothing actionable with that data.<\/p>\n<div class=\"summitad-wrap\">\n<div class=\"summitad-text\">\n<p><strong>Block fraudulent clicks on your Google Ads.<\/strong><br \/>\nAutomatically protect your ads from competitors, bots, click farms and other forms of click fraud. Simple setup. Start your free trial today.<\/p>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"9_Youre_Sending_Every_Single_Paid_Search_Ad_to_the_Home_Page\"><\/span><strong>9. You\u2019re Sending Every Single Paid Search Ad to the Home Page<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s fine to send some traffic to the home page if it\u2019s relevant to the searcher. Otherwise, don\u2019t do it.<\/p>\n<p>In your ad copy, you\u2019re making a promise to that searcher. Whatever it is your ad copy promises (specific info, third-party validation, discount, how-to, case study, etc.), your landing page needs to deliver. That\u2019s asking a lot of a website\u2019s home page.<\/p>\n<p>In the Zoom meetings example above, the headline links to the home page (which, again, is fine if that page is relevant to the ad), but look at the four extensions below it.<\/p>\n<p>They all point to relevant landing pages that keep the promise they make to the searcher:<\/p>\n<div id=\"attachment_312657\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-312657 b-lazy pcimg b-loaded\" src=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_4.jpg\" sizes=\"(max-width: 756px) 100vw, 756px\" srcset=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_4.jpg 756w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_4-480x241.jpg 480w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_4-680x341.jpg 680w\" alt=\"12 EASY Signs You Need to Rethink Your Paid Search Strategy\" width=\"756\" height=\"379\" \/><span class=\"wp-caption-text\"><em>All the link extensions point to a different landing page relevant to the user.<\/em><\/span><\/div>\n<h2><span class=\"ez-toc-section\" id=\"10_You_Arent_Using_Any_Ad_Extensions\"><\/span><strong>10. You Aren\u2019t Using Any Ad Extensions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s how that Zoom ad above would look without the extensions:<\/p>\n<div id=\"attachment_312659\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-312659 b-lazy pcimg b-loaded\" src=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_5.jpg\" sizes=\"(max-width: 868px) 100vw, 868px\" srcset=\"https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_5.jpg 868w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_5-480x200.jpg 480w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_5-680x284.jpg 680w, https:\/\/cdn.searchenginejournal.com\/wp-content\/uploads\/2019\/06\/figure_5-768x320.jpg 768w\" alt=\"12 EASY Signs You Need to Rethink Your Paid Search Strategy\" width=\"868\" height=\"362\" \/><span class=\"wp-caption-text\"><em>Ad with extensions edited out by the author to illustrate their added value. (Not an actual ad).<\/em><\/span><\/div>\n<p>The ad seen in #9 looks like it would generally be an effective one. Without the ad extensions, it becomes a lot less compelling, doesn\u2019t it?<\/p>\n<p>There\u2019s a lot that goes into properly using extensions. For more info, check out\u00a0Everything You Need to Know About Ad Extensions\u00a0from SEJ\u2019s\u00a0PPC guide.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"11_You_Havent_Touched_Your_Ad_Creative_in_at_Least_a_Year\"><\/span><strong>11. You Haven\u2019t Touched Your Ad Creative in at Least a Year<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>For the record, I\u2019m in favor of \u201cwhat works\u201d, not \u201cwhat\u2019s new.\u201d It\u2019s important to always keep that perspective.<\/p>\n<p>As\u00a0Responsive Search Ads become more widely adopted, the old ways of \u201cone static creative\u201d will be less and less of standard practice.<\/p>\n<p>However, Responsive Search Ads still require inputs. The combinations of outputs that result from a machine learning system assembling the best mix of headlines and copy are only as good as the inputs.<\/p>\n<p>How we optimize ad creatives has dramatically evolved in recent years beyond simple A\/B testing, but you still need to have the type of mindset where you\u2019re always looking to find the best recipe for success.<\/p>\n<p>That means challenging your biases and assumptions to take a chance that you can improve your campaign performance.<\/p>\n<p>For more insights into Responsive Search Ads,\u00a0check out SEJ\u2019s post covering the original announcement.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"12_You_Dont_Know_What_You_Should_Be_Paying_for_a_Conversion\"><\/span>12. You Don\u2019t Know What You Should Be Paying for a Conversion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Calculating the Cost Per Conversion is a simple equation an average second grader could do: Total campaign spend divided by the total conversions tracked (back to the campaign in some form).<\/p>\n<p>The hard part occurs away from the Ad Platform interface \u2013 calculating what you\u00a0<strong>should<\/strong>\u00a0be willing to pay for the conversion.<\/p>\n<p>This is where the PPC manager will need help from stakeholders. Some of the things that need to be taken into account are:<\/p>\n<ul>\n<li>Definition of the Conversion (example \u2013 is it a purchase or free trial?)<\/li>\n<li>Customer Lifetime Value<\/li>\n<li>Cost of Goods Sold (COGS)<\/li>\n<li>Finance calculations like overhead, contribution margin, etc. (this part is important \u2013 if Finance doesn\u2019t support your numbers, you\u2019ll probably get nowhere)<\/li>\n<li>Retention rates<\/li>\n<li>Other potential internal considerations<\/li>\n<\/ul>\n<p>The point is, understand what you SHOULD be willing to pay for conversion within your market and you\u2019ll have an easier time setting up your paid search campaign for success!<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Starting_With_This\"><\/span><strong>Starting With This<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s more to running a successful paid search program than just the 12 items listed here, but this is a good place to start re-examining your strategy and will ultimately set you on a better path.<\/p>\n<p><strong>More Resources:<\/strong><\/p>\n<ul>\n<li>How to Create a Paid Search Plan That Will Drive Results<\/li>\n<li>How to Develop Your PPC Strategy<\/li>\n<li>PPC 101: A Complete Guide to PPC Marketing Basics<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p style=\"text-align: center;\">via:https:\/\/www.searchenginejournal.com\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/312649\/<iframe loading=\"lazy\" style=\"border: 0;\" src=\"https:\/\/www.google.com\/maps\/embed?pb=!1m28!1m12!1m3!1d57906.64535453718!2d-96.09081417264318!3d41.249846900848205!2m3!1f0!2f0!3f0!3m2!1i1024!2i768!4f13.1!4m13!3e0!4m5!1s0x87938e6e4e7d2c23%3A0xad9692a844ca4e6f!2sTaco%20Bell%2C%20Dodge%20Street%2C%20Omaha%2C%20Nebraska!3m2!1d41.2593256!2d-95.97073669999999!4m5!1s0x87938c3d0c92fcb1%3A0x98cf112f2e9fe028!2s5223%20Grover%20St%2C%20Omaha%2C%20NE%2068106!3m2!1d41.2266913!2d-95.99608579999999!5e0!3m2!1sfil!2sus!4v1653558898224!5m2!1sfil!2sus\" width=\"600\" height=\"450\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There&#8217;s something else entirely to running a fruitful paid hunt program than simply the 12 things recorded here, however, this is a decent spot to begin rethinking your procedure and will eventually set you on a superior way. Smart recommendations to make Google Ads profitable Opteo continuously monitors Google Ads accounts for statistically significant patterns.Read More &raquo;<\/p>\n","protected":false},"author":1,"featured_media":2414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[742,1,14],"tags":[746,22],"class_list":["post-2857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-seo","category-search-engine-optimization","category-social-media-marketing","tag-omaha-seo","tag-search-engine-optimization","cat-742-id","cat-1-id","cat-14-id"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>12 Reasons to Rethink Your SEO Strategy - Omaha SEO<\/title>\n<meta name=\"description\" content=\"There\u2019s more to running a successful paid search program than just the 12 items listed here, but this is a good place to start re-examining your strategy and will ultimately set you on a better path.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"12 Reasons to Rethink Your SEO Strategy - Omaha SEO\" \/>\n<meta property=\"og:description\" content=\"There\u2019s more to running a successful paid search program than just the 12 items listed here, but this is a good place to start re-examining your strategy and will ultimately set you on a better path.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/omaha-seo.com\/blog\/12-easy-signs-you-need-to-rethink-your-paid-search-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Omaha SEO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/4socialmedia\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-07-08T01:55:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-06-06T16:59:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Template26.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Phil Belleville\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MySocialMediaCo\" \/>\n<meta name=\"twitter:site\" content=\"@MySocialMediaCo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Phil Belleville\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"12 Reasons to Rethink Your SEO Strategy - 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SEO Omaha Services","publisher":{"@id":"https:\/\/omaha-seo.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/omaha-seo.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/omaha-seo.com\/blog\/#organization","name":"Omaha SEO","url":"https:\/\/omaha-seo.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/omaha-seo.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/OMAHA-SEO-LOGO-NEW.jpg","contentUrl":"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2022\/03\/OMAHA-SEO-LOGO-NEW.jpg","width":480,"height":92,"caption":"Omaha SEO"},"image":{"@id":"https:\/\/omaha-seo.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/4socialmedia\/","https:\/\/x.com\/MySocialMediaCo","https:\/\/www.linkedin.com\/in\/philbelleville","https:\/\/www.pinterest.com\/4socialmedia\/","https:\/\/www.youtube.com\/user\/4socialmanagement\/"]},{"@type":"Person","@id":"https:\/\/omaha-seo.com\/blog\/#\/schema\/person\/d89831df4731d968e121c58c93febdd2","name":"Phil Belleville","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/9383199381d5c80a2a662b9c35dd0eb2636dcd1201f868c82d026916be0a3934?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/9383199381d5c80a2a662b9c35dd0eb2636dcd1201f868c82d026916be0a3934?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/9383199381d5c80a2a662b9c35dd0eb2636dcd1201f868c82d026916be0a3934?s=96&d=mm&r=g","caption":"Phil Belleville"},"description":"I\u2019ve been doing SEO since 1995, back when getting a website to rank meant testing, breaking, fixing, and testing again. After leaving a CFO role at a seven\u2011figure nonprofit, I built my first online business and hit #1 in AOL search within weeks\u2014then clients started asking me to replicate those results for them. Since then, I\u2019ve helped businesses turn WordPress sites into high\u2011performing assets through technical SEO, site architecture, speed, and content strategy, and I\u2019ve built and sold a WordPress site after growing it to 1,000+ organic keyword rankings. Today I own or co\u2011own multiple city\u2011based SEO properties that compete at the top in tough U.S. markets, and I now offer AI SEO so brands can show up in Google results and AI\u2011generated answers. To work with me, book a call from the homepage of Omaha SEO (Omaha\u2011SEO.com).","url":"https:\/\/omaha-seo.com\/blog\/author\/philbell\/"}]}},"_links":{"self":[{"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/posts\/2857","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/comments?post=2857"}],"version-history":[{"count":0,"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/posts\/2857\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/media\/2414"}],"wp:attachment":[{"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/media?parent=2857"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/categories?post=2857"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/omaha-seo.com\/blog\/wp-json\/wp\/v2\/tags?post=2857"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}