Category Archives: marketing

Are You Being Used?

Every time we pick up a new client it is, for the most part, the same conversation back and forth as it has been since the beginning. Yes you need to be on page and no don’t worry about running banner advertisements on your website.

Not surprisingly a lot of people understand the need to be on page 1, but a point that doesn’t often get discussed is – you also want to be in the top 3 if at all possible. There are several reasons for this, the most obvious and important being if you’re at the top of the page the basic understanding is that you’re there on purpose. Your business knows what it’s about and is a leader in its field.

Banner ads are a bit of an odd one to discuss with site owners, especially with how outdated of an advertising model it really is. Don’t get me wrong they definitely had their place, and still do to a degree, but the use and focus of them needs to adapt in order to best capitalize on the real estate that they use on a website. They’re not frequently clicked for example, but that’s no reason to not make the content on them highly relevant or click bait worthy.

I felt it was a couple of points to discuss after reading an article that included handy heat mapped images. If you’re unsure what a heat map is, the simplest explanation is it’s a graphical view of what a user is focusing on the screen or clicking on with their mouse. There’s some interesting points to note in each image, and each image supports the discussions we’ve had with clients in regards to how people use the web and potential visitors may use their website.

searchOn the Google results page for example there are a couple of points to consider, the purple X markings are mouse activity, where the user has clicked on the page with their cursor; the red lines are approximate comparisons of monitor resolutions. Knowing those two pieces of information if it wasn’t readily apparent before then it should be entirely clear that being number 1, 2 or 3 is almost a mandatory result where the search results are concerned. We often get into a discussion with clients where we talk about being ‘below the fold’ that is the area of the screen where a user has to scoll in order to find them on the results page. Knowing that bit of information and using the red lines as approximate screen size and resolution it’s a clear cut example of being at the top of page 2 (if the visitor ends up there) is more beneficial than being at the bottom of page 1.

bannersThe second image with the banner ads highlighted in yellow are a clear demonstration that when users visit your website, banner ads just are used so infrequently that they hardly register on the heat mapped areas. That doesn’t mean however that they’re not completely useless, they can still absolutely be used for brand awareness and if you were to leverage your own banner areas to promote specials or sales on your website you would absolutely be able to take advantage of the real estate on your site.

Have a closer look at the heat mapped images attached, then have a look at your search results for your search terms and your website – how would your site stack up?

Not So Obvious Benefits of SEO

seo-keyOne of the better things that you can do for your company is to market yourselves online properly. I know it sounds rehashed to always be talking about it, but there’s very good reasons why you should be looking online for your growth.

Benefit #1 – Cost
The barrier of entry to get involved with online marketing can vary greatly depending on your business model of course, but there is always a few niches that can be explored. Typically the due diligence while working with a new client exposes the terms that they would like to be visible for and more often than not their visitors are searching for something different all together. The differences can be as seemingly insignificant as adding a letter to a term or as radical as completely changing your course in marketing which can all impact the cost of your online campaign.

The point of the first benefit, however steep the cost may be ties the next few points together in a neat little bow.

Benefit #2 – ROI
The return on investment where online marketing and branding is concerned is second to none. When you’re bringing hundreds if not thousands of visitors to your site on a weekly and sometimes even daily basis you may end up experiencing something you were unprepared for – not being able to meet the demand suddenly imposed upon you and your business.

Benefit #3 – Qualified Audience
Quality and properly executed organic marketing campaigns bring something special to your business that print, radio and television advertising can’t claim – the audience that has found your website was actively looking for you. Old advertising and media methods are great if you’re just after pure saturation in the marketplace, but how much of your advertising dollars in those avenues are being lost due to being irrelevant to the viewer/listener/reader? Having an already qualified visitor ending up on your website is half way to having your desired conversion on your site whether it’s a sign up, a sale or a contact form filled out.

Stop Throwing Away Money

growthWe find here that we field a lot of inquiring phone calls from business owners looking for help with their online marketing. That’s find and great, but one of the questions that I often receive the longest pause when gathering information is when I ask what their goal is – are you going after a local market or a national market?

Recently a survey found that four out of five smartphone users conduct mobile searches to find nearby businesses offering the products and services they want. I’m sure that you’ve found that you do it yourself in this particular scenario – you’re out shopping and you find the item you’re after and you whip out your phone and start searching and comparing reviews and prices. An old school sales average tells the story that for every 10 pitches you’ll likely garner a sale, it’s one of those rules that are just known. If your site is built correctly though and you’re active with your mobile and local presence that average can jump to one in five instead of one in 10. Just let that sink in for a moment, and then contact your providers and make sure that you’ve been setup with local and mobile optimization in mind. Have your product lists, prices, phone numbers and physical addresses are some of the most important elements to include on your website, and absolutely required when targeting local customer groups.

An inconvenient truth is that most businesses are missing local opportunities because it is seen as more work than it is worth. Setting aside the improved positions in the results pages, making sure to give your site and products the extra TLC to be viewed and found on mobile will begin improving your conversions and fatten your bottom line.

The Power Of Your Name

A major decision when you’re working with your website is to decide what is your overall aim – are you going after customers and sign ups, or is it all part of a larger plan.

brandingA misconception which still seems to plague the online marketplace is just how valuable the web can be for you and your business. It seems that a portion of every client introduction has to be devoted to working out what the goal is for your company. If you’re looking to have people buy into your product or your service we have to work your site and its content in a different fashion than say, trying to encourage people to sign up for your newsletter.

Let’s presume for a moment you’re going for the sales approach this time around. One of the first questions that we’ll ask ourselves is ‘would I buy anything right now on this website’. Sometimes the conversion points are good on the site and we only have a few areas to tighten up, but more often than not the process to even begin to buy anything from the website is lost, or unintuitive to the visitor. One of the major hurdles when building and refining a website with a sales orientation is ensuring that the process is so simple the process can be completed with a few mouse clicks and with typing in billing and shipping information. The more difficult you make your process the less likely you are to succeed. Email signups or newsletter mail listings are another matter entirely where the web is concerned. It only takes a search in the news to find out that there are privacy concerns running rampant across the web. So when you come forward and are asking people for their email address, you need to do it in a more delicate way. And just like the sales approach of the web you need to make sure that the process is very simple, and very clear to understand.

The value behind the web that seems to slip by more people than not, is the power of the web in building, promoting and spreading your business as a brand name. Brand names are those ubiquitous terms or phrases that just instantly pop into your mind when someone says something like ‘soft drink’. You think of Coca Cola, or Pepsi, or one of your other favorites – the goal of branding your business online should always have this end in mind. Because regardless of whether you’re trying to make a sale, create a newsletter list or trying to be number one on page one, what should be your end all be all is your business being known as a brand.

Social Media for Small Business

Social Media for some small businesses especially with small budgets struggle in todays market, well we may have found the answer, Social Outbreak.

This new program is aimed at any business who firstly would love a customized page on Facebook, Twitter or Youtube, and secondly they can do this at a fraction of the price most company’s charge to look after social media channels for you.

Content, this is most peoples worry, not a problem, feeds are available in different catogories for you to use so your facebook & twitter pages are kept up to date with fresh content. A user friendly admin panel gets you up and running with very little effort and should you get a problem, live help is available, all this for $100 a month.

Members get videos, webinars and a bag full of goodies to promote your new pages, you can even earn a few dollars by recommending it to your friends.

Is the revolution beginning? Check it out or Join Today and start getting seen on the biggest networks online.

 

 

 

 

 

 

 

Entering New SEO Markets

There’s a reason that search engine optimizers are always working, always reading. The internet never sleeps, is always changing and there are thousands of new sites and pages coming online every day. The same is also true of the mobile side of the search world.

When you’ve finally honed your sights on the niche markets you would like to make improvements in, there is a step which even the experts sometimes miss. Once you have your search terms, conduct a cursory search on the terms and make a note of who the top ranked players are. It may seem like basic SEO, but it’s a step often missed, and the benefits are great if you put the time into it.

One of the number one things you can learn by working your competitors site out, is it site construction, or content which has then ahead of you online. If it is site construction which has you down in the results, perhaps it’s time to take a look at your own website. You may be due for a site revamp to bring you up to web standards, which can give you an extra positive mark in search. If it’s your content that’s lacking on your landing or home pages, you’ll be able to begin pinpointing the issue as you peruse the pages of your rivals. Careful though, as tempting as it may be, scraping or copying their content is a very big nono to the search engine gods.

The basics of SEO are overlooked a great deal of the time when working your way up the results pages. Once you’ve examined the sites which are ranking better than yours, it’s time to look within. Navigation, layout, content, and even if your website is up to general web standards. Sticking to the basics of SEO, is your first step to being able to climb the results pages.

SEO Will Always Be Relevant

There aren’t any magic tricks you can do to make your site rise in the search rankings. You could spend the rest of your life reading detailed guides to SEO and meticulously cramming keywords into every possible tag on your website. But for companies with limited resources, it’s critical to focus on the SEO strategies that yield the best results.

For those with absolutely no resources to build and develop a website, WordPress offers you a great option. The use is free, learning to develop the software and build a website only takes a week, maybe two weeks at the most. And with a host of plugins available to help with optimization, WordPress has made the basics as simple as they could have.

You can use Google to tell you what people are searching for. Load up Google and start searching what you *think* is relevant to your business niche. Do you come up in search? If not, visit the top 10 websites as they’ve been deemed more relevant than your own site. You won’t be able to discern 100% of a companies SEO campaign by visiting their website, but you may be able to pinpoint why they’re placed higher than you are.

Keywords are the bread and butter of search, the search indexes out there are founded on them. However, shorter keywords are significantly more competitive than, what you’ll find referred to as, long tail keywords. Using long tail searches like search engine optimization in winnipeg is often a simpler approach into a market as opposed to trying to balance a site around a more competitive keyword like seo, or seo winnipeg.

If all you have is time to invest into performing optimization on your businesses website, I’m sorry to say you’re likely not going to rank in the top 5 for your niche business model. However, that does not mean that you should just give up or ignore the best practices and basics of optimization. Create a solid website, fill it with quality content and promote yourself to your clients. In time, you absolutely carve out your own little corner of the web.

Don’t Over Do Yourself – Website Tips 101

Unless you’re a member of the tinfoil hat group, you’ve undoubtedly used the internet and a search engine at some point in the last few days. You may have used Bing, maybe Google, but you had that need for information. Irregardless of which search engine you decided to partake in, you made your choices based on what you learned. But if you’ve ever been curious, ever taken the time, the results from Bing and Google can sometimes completely differ for the exact same search.

Effective searching is, strangely enough, a skill that everyone who is online should have, yet few do. It’s actually difficult sometimes to explain to clients, both existing and prospective, that the more complicated you make search in your head, the more frustrating your SEO campaign will be to you. The first problem as a business and website owner that you need to overcome, is the idea that when people search for you online, they use niche or specialized terms as they work. Unfortunately however, this is where things begin to go over the top in complication. If you own a website and business which fixes vacuums, then it’s in your best interest to optimize and build your site around that theme. The wrong approach to take would be to try and optimize your site around all of the different brands you deal with, instead of using an all encompassing term.

Different search engines display their results differently as well, and you’ll show up for different terms in them. Some of the points which will influence where, when and how you appear are things like your content, your url structure can even influence your positioning some what as can the lack of content. There’s no such thing as too much content, provided of course it’s relevant to your business and website. Keep it simple, don’t overthink it, and before you know it you’ll be showing up in the SERPs for all sorts of terms and phrases relevant to your business.

The Changing Google Results Pages

There’s a new Google search results page being tested out in the wilds of the internet. Varying reports have been given at present, but there seems to be a central theme to the different layouts discussed. The most consistent trend that is being reported in the new pages is.. more white space in the results.

It doesn’t sound like a search game changing shift, but in reality it very much is. There are millions of people using the internet every day do a myriad of things. Searching, playing games, writing stories and blogs or researching who knows what. Almost all users use a 17 inch monitor or larger and the resolution to match. As strange as it may seem, monitor size and resolution also play into the new search results page and how it may affect your search ranking.

Simply defined, white space is literally just the amount of blank space between elements on a web page. By adding more white space to the search results pages, Google has effectively lengthened the page, meaning to get to number 10 of the top 10 results, you have to scroll down on the page. Just as in the real world, location is everything when it comes to search results. If you’re not in the top 10, you’re not betting the views you need to be competitive as a very high percentage of search users don’t click on page 2 let alone page 5 of their search results. It’s been seen in demographics as well, most users don’t even scroll down to the bottom of the top 10 of their searches!

At present most users see the top 5 or 6 on their search results page. If Google were to decide to go live with this change of adding more white space, you would only see the top 4, or 3 even depending on your monitor and resolution. If you were happy and content seeing that you were sitting at number 5 or 6 in your niche, it may be time to take a long hard look at your current site to see if you can kick start some forward gains. The top 3 when it comes to being found is becoming more and more important.

J.C. Penney and Google – An example in the making

Since it’s all over the news and has been talked about since word broke, here ‘s just another take on the J.C. Penney search gaff. The NYTimes did a piece titled “The dirty little secrets of search” and in it was outlined how J.C. Penney gamed Google into listing them for all sorts of terms, applicable to their stores, but always listing at the top irregardless of the search.

The chief way this occurred was through the value of backlinks coming into a site. When your search engine optimization expert does their work properly, the value of the backlinks coming into your site will be categorically relative to your site. J.C. Penney however had links for all sorts of things on what seemed like any kind of website. When it comes to broad analysis of buying links to link back to your site, Google frowns heavily on the practice and often the links are devalued, or even negatively valued, and your site can be negatively effected in such cases. Matt Cutts was questioned on the occurrence and admitted that although JCP.com was already dealt with three times previous, the most recent and wide reaching offence hadn’t been noted.

Some have said it’s because JCP spends so much money on AdWords, others have said it’s sloppy policing on Googles part. One thing that the NYTimes piece did however, was contact a black hat SEO marketer directly and asked their opinion on the matter, and I believe they hit it on the head the best. Think of search not as a one type tool (search) but as a dual purpose technology; informational and commercial. And while the black hat lauded the strength of Googles informational capabilities, he readily admitted that commercially the results were lack luster, a cess pool was the term used. The Google team has admitted fully that there’s a relevance problem as of late, which has become more pronounced with the advent of both Caffeine and Instant technologies into the Google search algorithm. It also needs to be noted however, that spammers didn’t all of a sudden triple their output, the right set of adjustments just haven’t been found yet to exclude them from the relevant results. Additionally since no one has thought to bring it up, the same (gamed) results would have shown up in Bing or Yahoo as well as they did in Google.

JCP is about to go through some growing pains, and will most likely learn a valuable lesson in search; always make a point to be aware of your hired SEOs track record . You may find yourself on the receiving end of a swat on the nose from the Google team.

In a bit of a change of pace, just a reminder that there are a few key points which need to be considered when working online whether as a new website owner just getting into the search marketing side of business. Or a long trusted brand both on and offline, that’s looking to stake a claim, or reinforce a position online.

K.I.S.S. (Keep It Simple Silly) – Keep your website simple in appearance, construction and use. That doesn’t mean like a printed sheet of paper, but flashy ads, a video clogged front page or fancy fly away graphical menus don’t help your position in the search world. All of the above technologies, without a lot of back work, can actually hurt your online marketing performance.

Relevant Content – Keep your copy relevant and consistent to what you want to be known for. If you’re a plumber, write about plumbing trends, technologies and concerns. If you’re a tailor, writing about style trends, materials and new patterns is helpful. As a carpenter you wouldn’t want to write about small engine repair or microwave ovens, it’s simply not pertinent to your business or your website.

Budget – Ahh money, the one aspect of the business that always seems to surprise people. The thing about advertising, is that advertising in earnest, with the idea to make contact with your customers or clients to earn a living, will cost you money. In North America, Canada especially, online marketing budgets are significantly below what they need to be to see the real rewards capable from high quality, skilled search optimization. It still makes no business sense how a company can have no problem throwing away thousands of dollars per month on a marketing metric which is untrackable (newspapers/radio), versus a significantly lower cost for a completely trackable one (SEO).

A Call to Action – Often the missed point of a newer website owner, a call to action for your visitors is a required point of your website. A qualified and capable search engine optimization expert can bring you traffic, but if your website doesn’t direct your visitors what to do, they will leave until they find a site that does. If the point of your website is to sell, ensure you have a way to sell to your visitors with a Buy Now button, or a catalogue to order. If your desire is to attract people to sign up for your newsletter, make sure it’s prominently displayed as such.

Time – One of the most important requirements for SEO is time. Time for your website to be crawled and indexed, time for Google, Bing and Yahoo to place you within their index and the time it takes to balance your website versus the millions upon millions of pages also within your sector. It all takes time in the end, and if you try to circumvent the time component and go quick and dirty like J.C. Penney did? You’ll get caught, maybe not today, maybe not tomorrow, but you’ll be caught.