# - Michael Wall

## About

Read what Northern Ireland's original SEO has to say on SEO, PPC, Google My Business & Analytics.

- Verified: Yes

## Services

### SEO Services
- [SEO Audit](https://bilarna.com/services/seo-services/seo-audit)

## Frequently Asked Questions

**Q: What is schema markup and how does it improve SEO?**
A: Schema markup is structured data added to a website's HTML that helps search engines understand the content and creates rich snippets in search results, which improves click-through rates and visibility. By implementing schema, websites can display star ratings, product prices, event dates, and other enhanced features directly in search listings. This makes the result stand out among competitors and provides users with immediate information, increasing the likelihood of a click. Schema also helps search engines index content more accurately, potentially boosting rankings for relevant queries. Common schema types include articles, local business, reviews, and FAQs. While schema alone does not guarantee top rankings, it adds essential context that modern search engines rely on for featured snippets and voice search answers. Proper implementation requires using JSON-LD format and verifying via Google's Rich Results Test to avoid errors.

**Q: What should you ask an SEO agency before hiring them?**
A: Before hiring an SEO agency, you should ask about their experience with businesses similar to yours, their reporting methods, ethical practices, and specific strategies for your industry to ensure they align with your business goals. Important questions include: what results they have achieved for past clients, how they handle keyword research and link building, whether they follow white-hat techniques, and how they communicate progress. A reputable agency will provide case studies, transparent reporting, and a clear timeline of expected improvements. Avoid agencies that guarantee specific rankings or use black-hat tactics like link farms, as these can lead to penalties. Also ask about their approach to local SEO, content creation, and technical audits. The right agency will focus on long-term organic growth and adapt to algorithm updates. By asking these questions, you can separate experienced professionals from inexperienced providers.

**Q: How do you create an effective Google Ads campaign?**
A: To create an effective Google Ads campaign, you must conduct thorough keyword research, write compelling ad copy, set a realistic budget, and continuously optimize based on performance data. Start by defining clear goals such as sales, leads, or website traffic. Use Google's Keyword Planner to find high-intent keywords relevant to your business. Structure your campaign with tightly themed ad groups and write ads that include the keyword in the headline and describe a clear benefit. Set a budget that aligns with your goals and choose between manual and smart bidding strategies. Monitor metrics like click-through rate, conversion rate, and quality score. Regularly test different ad variations and landing pages to improve performance. Use negative keywords to filter out irrelevant traffic. Finally, analyze search term reports to refine your keyword list. Consistent optimization is the key to lowering cost per acquisition and maximizing return on investment.

## Links

- Profile: https://bilarna.com/provider/michaelwall
- Structured data: https://bilarna.com/provider/michaelwall/agent.json
- API schema: https://bilarna.com/provider/michaelwall/openapi.yaml