Tagged with " internet marketing"
There has been a huge surge in mobile search usage over the last few years with the growth of mobile devices in the world. But as in any industry experiencing growth, there are always a few growing pains.
In a survey conducted last month it there were a few surprising discoveries made, which should make both search providers and website owners sit up and take notice. Of all of the respondents nearly 75% of them said that while they all use search on their mobile device, it was more difficult to use. Another interesting take away from the survey was that while the realization that even with the entirety of the internet at their fingertips, just over 21% of mobile users don’t use their devices to conduct a search of any kind. While it was surprising to find that so many don’t take advantage of using search on their mobile devices, it was interesting to note that most users search the same on mobile as they do on their desktop computers.
Where the search providers really need to sit up and start to take notice is when mobile users were quizzed on their experiences while searching the web from their phones and tablets. Of everyone surveyed, more than 60% of the people who responded said that it was more difficult to search using mobile than it is to use a desktop computer. Google and iPhones have been pushing mobile voice command search and the like, but less than 20% of users took advantage of the feature.
The survey was conducted just last month and from a relatively small sample size of just a few hundred, but the results should be noted. If you own a website you need to make sure that it is mobile friendly, the current buzz term for it would be “responsive design”. Ensure you make your content easily viewable on mobile and relevant to their search, and you’ll find yourself reaping the advantages of taking the time and doing the job correct the first time.
Two of the biggest online shopping shopping days have come and passed with Cyber Monday and Black Friday, did you make sure to capitalize? Based on a recent industry polling, it seems that it’s likely that you didn’t.
The growth that Canadian retailers have been experiencing online for the last year or so has slowed to such a crawl that it’s nearly at a standstill. It is doubly important to get your collective heads in the game, especially since consumers savvy hasn’t slowed in the slightest where shopping is concerned. Online spending has been on a swift rise for more than 4 years in Canada, but has all but shifted to south of the border due to retailers not homing in on this trend and capitalizing. Of course there is a cost to developing a proper ecommerce site but the benefit drastically outweighs that cost. There are some major brands out there of course which have their ecommerce solutions built and took advantage of the billions of dollars that were spent in the last week online, but most missed out than benefited, and even some who should know better lost out where ecommerce in Canada is concerned.
When Target made its big launch into Canada in March it didn’t include an online store, Canadian Tire only sells tires online and although it plans to enact a wider e-commerce strategy next year, it will focus on letting consumers ship purchases to their nearest store, not to their home, a key difference between Canadian and US ecommerce stores. Consumers aren’t blind to the fact that there are often better deals and more selection available if they do some cross-border online shopping, even after factoring in all of the extra charges that are a part of online shopping. And where do we rank according to a poll just a couple of months old? Compared to other countries of our technological savvy, we come in pretty much last where ecommerce sales are concerned. Our closest comparison is Australia at this point, and even they are a few years ahead of us in sophistication. In that same poll more than 75% of the consumers in the survey said they would use the web to help them decide which stores to shop at this holiday season and which brands to purchase. And of those, about half said they’d use their mobile phone as a shopping tool. You may have lost out on the shopping from this passed Black Friday and Cyber Monday, don’t let the rest of the holiday season get away from you.
Occasionally it can be a bit of a frustrating go of things with a client when they’re not willing to be educated on the finer points of SEO. It isn’t a common occurrence, but it does happen from time to time.
To hopefully help nip things in the bud before the bad information digs into you too much, here are just a couple of the more useful points to bear in mind. One of the bigger points that seems to escape the marketing folks out there is that proper optimization is not a one time thing. There’s no such thing as a fire and forget method that will work for everyone out there. Every site, every client, every niche market needs to have it’s own individual and unique attention. Adaptation and constant evaluation are necessities in order to keep your positions in the results pages.
Every client we take on we always ask to provide us with their ideal keywords. Sometimes they’re realistic – say they sell camper trailers and they want to rank locally for their term, it’s an intense process but it can be done. Where it starts to get a little silly though and we need to advise some restraint is if that same client wanted to rank all across Canada for the term “RV” for example. Could it be done? Sure with enough time, money and work we could likely make the site show up but would that really be the best use of time and resources?
The last point I’ll touch on for today is one that’s a little more obscure to a site owner, but it doesn’t make it any less important than the others. It actually enters the realm of not only SEO and how search engines find and rank your website, but your customers and visitors. While we’re working together to build and rank your website you need to bear in mind that you’re not only trying to rank your website better in the search engines, you’re also trying to convert those visitors to paying customers, email/newsletter sign ups, or even just contact information for an offline business. You can’t build a site for your purposes only, nor can you build it for just the search engines – your visitors are always your end goal.
There’s a lot of talk about all aspects of search engine optimization (SEO) on the web it only takes a few moments to find all sorts of information about every point imaginable. The problem that a lot of small business owners who try to do things themselves run into though is what advice do you follow?
Here’s a couple of simple tips to follow when you maybe don’t have the budget to hire an online branding and marketing agency. First off you need to realize that just because you have a website, it doesn’t mean that anyone will find it online. A website is an amazingly powerful tool that can be used as a 24/7/365 store front to the world, but again only if people can find it. The simplest and most efficient step to being found is to have content relevant to what you want to be known for. Your business sells apple pies? Well your content at the beginning should be about apple pies then and not strudel, while they’re both desserts made with apples they couldn’t be more opposite when talking about online marketing. Following along in the same line of thinking, big beautiful pictures are great marketing tools for users, but search engine bots don’t have eyes so they can’t see that perfectly baked crust you can create. You need to describe it using text on the page, your content again, and you need to make it descriptive as well.
So great, we have the ball rolling with your content creation about your new apple pie selling website, and you’ve made sure to balance your text and images appropriately. A big mistake that we see site owners getting caught in is the problem of stopping their updating process or abandoning it all together, hoping that their current setup will continue to serve them as well next year, as it does today. That would be true if the internet never changed or evolved, but unfortunately it’s always changing. Sometimes as often as two to three times a day there are algorithm adjustments, and that can wreak havoc on an advertising campaign. Keep your content fresh as well as relevant, and you’ll keep the search bots happy and your positions agreeable.
Now you’re updating your site and you’re keeping your content relevant, now comes the hardest part of all – waiting. One of the biggest misconceptions about advertising online and building your business online is that it’s instant. And while there is a shred of truth to that statement, to have a lasting position in the results pages takes time. Adwords are instant visibility, but that can run into the hundreds if not thousands of dollars per month if you’re in a competitive market. In the last few months some of the major competitive industries have gone up to millions of dollars per month, just to stay at the top of the paid search results. So be patient, if you really are keeping your content fresh and relevant, you will begin to creep a little here and there and before you know it, you may even be working your way up page 1 of the results.
A lot of challenges immediately show themselves when working with a brand new optimization client. And when it comes right down to the start of things, it’s that first stint of around 3 months that tells us what we need to make you the best in your market.
Almost the best case scenario that we can hope for as online marketers is to start a campaign with a properly built website that had followed the best practices guide, that hasn’t been touched by any other marketers or agencies. Now the odds of that happening are very slim to none, so we work with what we find. Often it is a bit of a jumble of tactics that can be found across the web, the only real problem is that we have to take the time to dig through the convoluted mess to determine each step that was taken. Text is fairly simple to work with, and as long as it is relevant to your market that’s a positive for your marketing angle.
What gets really sketchy and a problem though is when we find that the old designer/developers decided to follow some advice they read on a blog or forum and convince a client to build off site landing pages and don’t properly link them all back to the main website. This can cause duplicate content issues, accidental removal from the index because it looks like you’ve scraped content for your websites. There can be multiple urls that are diluting your authority, and hopefully there hasn’t been anything done that could truly jeopardize your website or your true marketing potential.
Perhaps it’s the intangible nature of organic search engine optimization that new clients have difficulty in grasping, but the methods employed by the team here at Freshtraffic are done with the top of the search results in mind.
There’s a number of tactics which can be used to rank your website using off site methods, all with the goal of garnering those elusive backlinks for your website. There are however, a handful of types of backlinks which you should ensure that your search engine optimization provider makes it a point to avoid. When you’re discussing your strategy with them it would be wise to keep any of the following terms in mind.
Directory links used to be a common method to gain a huge amount of links to point back to your website, the idea being that the cumulative weight of the mostly relevant content delivered more authority to your website. In the last couple of years though there has been an influx of poorly written and low quality spun content, and with the introduction of Panda and Penguin it essentially ended the value of using this type of linking strategy. While it won’t tank your your website rankings or your site marketing in general, it doesn’t add any value and may eventually become a negative marketing technique.
It is a good idea to generate press releases for your business every now and then just to generate link bait articles linking back to your business and website. What you don’t want to do however is spam low quality press releases like you’ve just painted your office or bought a new delivery vehicle for example. Practical, positive press releases are what you’re after, client signings, business growth, and the addition of products and services are all good points which if written well can generate traffic in your niche market. At this point in the search game the a good portion of the known spammy press release sites have been disregarded by Google, so if you’re contemplating releasing one, make it a great one.
The time it takes to manage all of the backlinks you currently have pointing to your website, weighing their context and their value is all part and parcel of the SEO package. It is a cost that is always a part of your online branding campaign, and not a minor task. This is a large portion of our time as an SEO agency which we have to devote to your campaign to ensure that you’ve got the best possible chance to be found in the top results of the search engines.
With Black Friday just a couple of weeks away and Cyber Monday kicking holiday shopping into high gear you need to ask yourself – is your business ready? Or how about this question – is my website poised to take a piece of the multi-billion dollar pie that is online holiday shopping?
If you haven’t taken the time to engage an SEO professional to help with any sagging SERP listings, then you’re somewhat out of luck for being able to be in place to make a piece of that money pot your own. That would be the short answer to the issue of having less than stellar search positions but not to fret, there are some short term methods you can use to hopefully snag some of that holiday frenzy spending.
A simple way to get your business name out there with some holiday enthusiasm would be to go down the AdWords road. Set yourself a budget, create a handful of eye catching ads and get set to sell. There are only two large downsides to using a pay per click campaign to boost your holiday sales, one is the cost that it will take. You’re not the only player in the game, so the PPC costs will go up this time of year. The other issue is that of your ad copy, your content of your website needs to be relevant to your ad campaign. If you’re trying to sell blue suede shoes, then you would be burning money if you wrote ads selling red velvet capes. Make sure your ad copy is relevant and correctly directed, and monitor your budget. You’ll have some fluctuations with the holiday rush just starting to pick up, but there’s nothing worse than being at a high point with sales only to lose visibility and traction due to lack of funds.
Another way you could use to generate visibility for your product and increase sales is to rely on social media. Use Twitter and Facebook to promote your business and products, announce sales and do give aways to generate a following. Once you have a few thousand followers on your channels, you add in your holiday specials, announcements and maybe even a coupon scheme to help your customers save money. The only real downside to using this method to generate traffic is it takes your time away from your business. The more quality time you can put into your social media accounts, the more qualified your customers will be.
An interesting question that crops up from time to time that still surprises me, is when a client we’ve been working with for a number of months asks if social media is “worth it”.
Where social media is concerned, there’s a short answer to that question, as well as the long version. The short answer would be a unquestioning yes, while the longer version isn’t negative, although it’s not as clearly positive as the short version. There is a real reason behind the difference in the answers however, and I’ll get to those in a minute. But first I’ll give a few pointers as to why social media is a good thing to do in general.
The way that I’ve found is simplest to describe social media marketing to clients with the least amount of confusion is to use the idea of parking lot flyers. You know the ones, when you go to the mall to pick up your holiday shopping and you come outside to find a flyer underneath your wiper blades or a card tucked into your window frame. It’s mildly inconvenient, only in that you have a slip of paper or cardboard to deal with, but chances are in that split second while you deal with you, you’ll be reading the content of that piece of paper. You get your message out to hundreds, perhaps thousands of people in very short order, but there’s no immediate response or interaction between you. That’s the clear short answer of “yes social media marketing is good”.
Social marketing methods like using Twitter or Facebook kind of fall into the same level of advertisement quality. The key difference though where the web is concerned is how actively you want to engage your potential audience. And this is where the grey area comes into play with using that type of audience interaction. With the flyer idea, it’s like a fire and forget method, and you get what you get in the end. The conversion and retention rates are likely to be low, but you’re going for a saturation effect. But where online is concerned, you’ll be able to directly correspond with your customer base, so you can engage them in conversation, whether it’s to answer questions about your advertising campaign or perhaps a special that you’re trying to promote. The long answer of “yes it’s good but..” is you will only get as much out of social media marketing as you’re able to put into it. If you can only setup a campaign but pay no attention to it, you’re just as well off paying a couple of youths to distribute flyers in a mall parking lot.
There are any number of missteps that can affect your website and how it ranks online, but there is one in particular which gets under an SEOs skin quicker than any other. Any guesses as to what that might be?
Instead of playing 20 questions to try and take up a bunch of time let’s just come right out and talk about it. The most trouble some aspect of any search campaign isn’t the search engines themselves. It can often turn out to be a business owner, or an internal IT guy at a business who feels they “know enough” to do the same work that we do as search professionals. I’ve been over it a number of times, but you will always get what you pay for in the professional business world, and when you try and double dip in expertise it can most often end up costing your business time and money. And where even a day of traffic could potentially cost your business substantial sums, thousands of dollars – millions maybe, are the temporary savings worth it?
A little bit of knowledge can be a very dangerous thing in these cases.
The over abundance of information available online is a blessing, and a curse. It allows us as a professional agency an avenue to share with our clients to explain trends, topics, and some of the methods which we use to help their search positioning. Those are the explainable, tangible metrics that are easy for the layman to understand about the search game. Where the trouble starts is with all of the nuances associated with the game, and for every visible aspect there are ten hidden facets. Just a very simple example of how much difference even a letter can make, try a singular and a plural search – something like ‘house for sale’ and ‘houses for sale’. To a person there is virtually no difference, a single letter ‘s’ is all that separates the two terms. But to a search engine they are almost entirely different searches, and your results will be different from my own.
It’s a point that I learned very early on while being coached in the industry, but even something as innocuous as a letter, can make all the difference between being number 1, and being invisible.
More often than not you’re looking to have your website visibility increased when contracting an online branding agecny, but as a different train of thought, did you realize you can use them to hide your website as well from the search engines?
To clarify a tad, you don’t typically engage a marketing agency to hide your business, but there are cases where you would want to keep the search engines at bay. Depending on the way your site is constructed for example, you’ll want to keep them out of your image files, or perhaps you have an extensive pdf collection hosted on your site, and you’d rather keep them from being indexed as part of your website. Maybe it’s even a new website build being done to update your look and content, and that needs to be completely hidden from the search engines until you’re ready to go live, just in case the bots get confused – they’re not intelligent at all in this respect. For those reasons, I submit a short list, on how not to be found on the search engines.
One of the simplest and quickest ways to be hidden from the search engines is by editing your web hosts robots.txt file. Not all website owners have access to change this file, but when you can it can be used to restrict search engine behaviour like nothing else. With just a simple phrase, ‘disallow’, you can completely obscure your site or pages from being found by search engine spiders. But just as uncle Ben said ‘With great power comes great responsibility’ you need to be extremely careful with what you choose to disallow to the search engines, you may inadvertently block key components or pages of your site, rendering any search engine marketing efforts useless.
If the robots.txt change is too broad a stroke for your case, but you still have certain areas you would like to restrict the search engines from finding certain pages, you can use a meta string of code in the head of each webpage you’d like to keep from being indexed. It’s even as easy as it sounds, all you need to do is add the switch meta=noindex to hide a certain page, and there are a handful of additional switches which could be added to sculpt search engines flow through your site.
The two last methods for restricting bot activity on your website are the biggest guns in the game, and that’s using 404 pages for dead ends, and if you really get serious, 301 redirects to send bots and visitors alike to a different destination all together. These are the big redirects however, affecting your visitors and bots alike, and are not to be taken lightly. Sculpting your traffic flow entirely to a different destination is one that needs to be taken with care and foresight. One improperly executed 301 or 404 in your website, could bring your entire marketing campaign crumbling to the ground.