Tagged with " website optimization"
Here at Freshtraffic, when we take on a new client we have not only taken on a new goal in search, we have also taken on the challenge of their website. We do get asked from time to time just what it is that we do as a company, and while I won’t get into the specifics of it, I’ll go over just a little of what has to happen in order for us to begin the process of improving your position on the results pages.
We have 3 basic needs when it comes to taking on a new client, and based on the answers we receive when we pose the request for them, can greatly impact our effectiveness. The primary need we have is to be in contact with the person or persons who are making the decisions for the company. Not just the lackey who sold the company on the idea of using search engine optimization to boost their web position, but the person who actually makes the final yes or no call. The reason we need this contact is often times we need to make recommendations for changes to a website, and it saves everyone precious time, and resources, to be able to directly contact the right person. There are times of course, when a company is large enough it is easiest for us to deal directly with a marketing manager for example, but that again is the person who makes the call for us to completely do our work.
We sometimes run into an issue with our second request, simply because our new clients run into the problem of trying to be smarter than their customers. We ask everyone for their wish list of key terms that they would like to rank for. It is at that point that we begin to break down the website, it’s content, and it’s structure to decide if it is even a possibility to use the terms that have been chosen. It is not unusual for us to have to go back to a client and tell them that they either need to supply us with better content, updated content, or a revision in order to fit their desired terms, or to change their terms. The biggest fault with clients trying to be smarter than their customers, is you can end up alienating your target demographic. Keep it simple absolutely applies when trying to work out your key terms, keep in mind your target, and adjust accordingly.
The final major request we make of all of our clients, is really just one of access. Either access to their website, ftp access so we can make sure we can make adjustments on the fly, or management software access, as the majority of new websites coming online are often built with WordPress, Joomla, or a variation there of. The reason we ask for this level of access is simple, often we’ll be discussing a project and make a decision about a new, or refined target. Having the login credentials necessary allows us to make the adjustments needed, whether it is to address a new goal, or to anticipate a market change. Of the team here at Fresh we tend to spend the majority of our time online just reading trends and gathering information about everything that interests us. It isn’t unusual to find us working over a weekend or through the evenings to ensure that you have the greatest possible chance of attaining that number 1, 2, or 3 position in search. It is in both our best interest, and yours, for you to rank as high as possible as relevant as possible, and we don’t call ourselves the best in town because it sounds good, we have the numbers, and the history to back it up.
Quickly, what’s the difference between internet marketing, and online branding? Depending on who you talk to, and from what marketing background they come from, they are completely different. What is actually much closer to the truth though, is they should be regarded as one and the same.
Internet marketing, the process by which you work on your website to try and make your site relevant and prevalent in the search engine ranking pages is often a misunderstood process. There are tons of terms which are often thrown around when you start talking about internet marketing, white hat, black hat, backlinks, content, keywords, and that is only the tip of the iceberg. What is almost always missed however, is the discussion about how increasing your web presence affects your brand as a whole. One of the biggest benefits of the internet and using the power of the web to brand or rebrand your business is the captive audience that is already qualified as a customer. And since you’ve taken that time to ensure your internet marketing is being successful and driving visitors to your website, you should have already taken the steps to make your brand clear and visible. Whether it’s a logo, a statement, or a combination of the two, you need to realize that marketing is branding is marketing.
On another side of the discussion, it is absolutely possible to have your offline brand, drive traffic to your site, especially if you’re widely known either locally or nationally. While you need to use internet marketing to build a brand online if you’re a new comer, if your business is already well known you can use your branding offline to influence your internet marketing campaigns. I do realize that may sound like common sense, but it often eludes people that search users don’t always browse the web the way you think. Just because you’re the most well known plumber in town, and everyone can spot your vans from a mile away doesn’t mean they know how to find you online properly. And if you skimp on your marketing, you’ll soon feel that pain as people will occasionally slip through your fingers.
Once you’ve realized just how much potential sales, traffic, or attention you’re missing out on by focusing on only one type of marketing, feel free to contact us here at Freshtraffic. We have always worked with the goal to improve your online branding image while working on your internet marketing campaign simultaneously. With more than 30 years of varied marketing experience in our team, we will absolutely find the right course of action for you and your business.
Every now and then you need to stop and take a look at your website, how it’s performing and make a decision based on your findings. Is your traffic up? Have you made any major revisions in the last year? Conversions, are the up or down? Whether you’ve engaged an SEO company or are managing your stats yourself, with a little invested time you can discover the answers to these questions, and any others you might have, without too much trouble. But once you have your answers, what is your next step? Just remember your grade school English class, and the rule of the 5 W’s, who, what, where, when, and why.
Your number one questions, whether you have a new site, an old site or even if you’re thinking about making some updates, is who am I targeting, and what am I after from them. Are you after industry specific targets who are going to use specific terms, or are you after more general users and have to be more in sync with your industries trends and changes. This is paramount, because if you don’t know who you’re aiming for, you’re definitely going to miss; step 1 complete! Take a good look at what you have to offer your audience, whether it’s content, connections, a product or even a service that you provide. Sell yourself quickly and simply and you’ll find that your returns will compound on themselves. Continually delivering on your products or services and being a professional in your space is the quickest way to boost your bottom line. Examine the potential costs you may incur when you’re trying to boost your position and website, do you have the time, money, and manpower to properly execute your plan? There’s nothing worse than setting a lofty goal and falling short due to underestimating any of those costs.
You’ve taken care of who your audience is and what it’s going to take to get them onto your website and after your product, and it may sound like a strange question but when do you want your traffic and visitors. Take Valentines Day as an example, if you’re in the business of replacing roofing, you’re likely not going to be sinking a lot of time and money into attracting people to your website at the moment. At least here in Winnipeg, we have a few more weeks of winter to look forward to. Timing is a very important factor to bringing traffic to your site, you need to focus your time and resources to acquiring the right traffic at the right time. A little more obscure question to answer, is the why side of the equation. Why are you promoting your site at the moment, why are you making content changes, why are you adding new images etc. If at any point you find yourself saying “..because these guys did it” then it’s likely the wrong move for you. Your end goal should always be your customers, gaining them, engaging them and delivering on what they’re expecting. Because if you fail on properly executing your customers/clients needs and wants, you’re in the wrong business to begin with.
The steps to be able to rank your website effectively online are relatively simple, and can be broken down into a few very broad basics to follow. If you have a simple website, say a few pages detailing a local business for example, as long as you have a good title, strong content, and some kind of a social presence then you have most of the puzzle sorted out. The big time sink though, and usually the most difficult step to work out, is building up that backlink profile.
Building a proper backlink profile seems to have a lot of mystique surrounding it when you start reading online. Wading your way through the myths, theories, and hyperbole may seem like a daunting task, but the rules are simple to follow. It’s only time intensive because you actually need to work at building your profile properly, because just like when you build anything, if you make a mess of the foundation the structure will come tumbling down. When you’re taking the time to build up backlinks there are some basic questions you need to ask yourself, and once you’re satisfied with your answers you can decide if you’re going to approach a site owner to work out a link exchange. First item on the checklist, is their site (the one you’re going to approach for a backlink) relevant to my website/business. A bad idea is running around online just building as many backlinks as possible with other site owners just to have them, if they’re not relevant to what you do then at best you don’t get any help from them, at worst you could be penalized. Once you’ve decided if they’re relevant or not, start browsing their website, keep in mind good website practices as you do so. Do they have a lot of popups or funny activity on some pages? Just like you want your customers to have a great online experience, you want your link coming from a reliable source, because the web works in strange ways at times.
And that is really the bare minimums when you’re looking for a link exchange or a backlink to your site that you need to follow, are the relevant, and are they staying within the rules of the game. If you’re satisfied with your answers then you move ahead to try and work out a link with the site owner, and that would be one link down. This process could take as little as a day, to as long as a week or so, depending on the time you have to put into it and the size of the prospect you’re looking at.
The basics of building backlinks and what to look for are just as important as what you should be staying away from. For every positive and authoritative backlink you could build for yourself, you need to stay away from the places and pages which could sink you. Directory listings as an example, aren’t innately bad for your link profile, but since Penguin last year and how so many were removed from the index they’re not nearly as useful as they once were. A good link should not be the subject of an internal debate with yourself. When you see a good link you know it right away and once you start debating whether it could be considered a good link or not, it just isn’t. And last but certainly not least, does the link enhance your brand to your customers, because ultimately that’s who you’re trying to reach.
Of all of the elements that are required to be in place for a website to serve its purpose, there is one above all, that has to have a clear and present place. It needs to be prominent, attracting to the eye, and clear in its message, because you only get a fraction of the time you have in other advertising markets to make your mark.
Unlike radio, where you have a captive audience, and unlike newspapers where you have a subscribed, reliable audience in the manner of subscription service, your online marketing efforts have the be razor sharp. Today we had a discussion with the encompassing message being to hone your call to action. If you are in the business of sales online, make sure to have a badge showing as much, if you need newsletter sign ups, make sure it is clear and evident on the page what you’re looking for. Because unlike radio, newspapers and television, you have somewhere between 3 and 8 seconds to capture your audience before they click that back button and they never see your site again.
As much as I’ve used and seen the web these last 5 years working with Fresh, I still don’t see it quite the same way as the boss. Often times I need to repeat to myself that same mantra of keep it simple, keep it simple, and while I have few issues with it now, early days I would complicate things too much. Even after staring at a clients site and trying to help them work out a stronger call to action/higher rate of conversion it was (unsurprisingly) the mentor who finally just told him if you want to make more sales, show you’re having a sale. Successful ecommerce sites plaster the front page and landing pages with keywords yes, but also the most important stop words. Stop words are terms which don’t make search engines take notice, but your visitors. He doesn’t like to admit that he’s a salesman, but he can definitely sell, and made the point that people buy benefits more than they buy an item. Extended warranties, free shipping, no taxes, reduced price, all direct benefits to the consumer. And all strong stop words to keep visitors on your site and punching that purchase button over and over again.
In the last week or so we have had the Super Bowl & the blackout, Tiger & Phil winning their first tournaments of the year in great style and of course the usual gibberish around the Winnipeg Internet industry.
As most of you will know, occasionally I like to have a rant, today is the day
Having been around the net now as a marketer for 17 years, I have seen a lot come and go, Google came, AltaVista went, Facebook came and Friends United you get the gist, it’s no different in Winnipeg.
I have seen companies and individuals start in Winnipeg, then go, but they always seem to turn up again like bad pennies as some other company or expert consultant usually in Social Media, SEO or Marketing and it gets very tiring, I cannot believe that Winnipeg businesses keep falling for it.
One year there in college or shelf filling at Walmart, waiting in restaurants or selling flowers, the next there experts online peddling webinars or circuit speakers, really, do real people fall for this BS, In Winnipeg Yes.
People who know me or have dealt with my company know I don’t beat about the bush, I say things as they are, yes the truth hurts sometimes folks, my only concern is my client and the well being of there business and online return on investment.
I don’t care too much about money, it’s not our companies driving force, doing the job well and the client making money usually brings its rewards, enough to pay the wages and rent anyways.
We have friends in the city and probably a lot more enemies, mainly due to me speaking my mind, apologies to my sales manager, but how long can this charade go on for?
We have never really advertised ourselves too much, not joined the numerous clubs or groups in the city, done speeches even when asked or webinars for that matter, why, we never had to and to be fair I would probably struggle to get through it without a F word being thrown in there. I did join the Chamber for a few years after being asked, which did nothing at all for my company, maybe I faces just did not fit.
The truth of the matter is we had it all online, Yes the internet where 92% of people look before buying anything, and so as the old saying goes, the proof of the pudding is in the eating. So straight from the horse’s mouth are the reasons you could be missing out on all those top spots on Google, Bing & Yahoo not to mention the thousands of $$$$$ people are looking to spend on your products.
There’s a reason why we are the #1 Online Branding Company in Canada on Google, Bing & Yahoo.
There’s a reason why we have dominated local search in Winnipeg over the last 6 years for SEO, Social Media & Internet Marketing.
There’s a reason why we are #1 Online for Winnipeg Digital Media.
There’s a reason why we are #1 for Winnipeg Ecommerce in Canada Online.
There’s a reason we have a 99% renewal rate from clients.
There’s a reason why we have continued to grow and lasted more than 15 years online.
There’s a reason Google purchased one of our companies.
We could give you another 100 reasons why we are leaders online, but we would rather you hear that from others.
Can you think of a reason why you should not be working with us?
Give your company a reason to shout out to the world, Call us today for FREE Quote.
“It’s not bragging if you can back it up” Muhammad Ali
Fresh Traffic was voted every month in 2012 as a leading SEO Company in Canada by independent pier’s at Top SEO’s.
Fresh delivered over 60 million visitors to Manitoba websites in 2012.
Fresh has opened a new ground floor reception at 201 Portage Avenue
You Really Should Get on Board.
The online world is a funny place at best, a vastly confusing one at worst. There are massive amounts of information out there, about building websites, about using your social services, about how to rank your site, and so on. Over the last year especially, Google has taken some major twists and turns with the way that they rank information on the web, and it seemed to catch a great many website owners off guard. With how much things can change online, there are still some little tweaks and quirks that don’t often get discussed, so we’ll talk about a couple of nuances that you may have overlooked, or your website developer may have over looked while building your website.
One of the little quirks of the way that search engines work, has to do with how your structure your urls and web addresses. When you look at the terms ‘orange_jacket’ and ‘orange-jacket’ they read the same to a person, but they mean a world of difference to a search engine spider. In the first instance with the underscore, the spiders are going to treat it all as one single term. So ‘orange_jacket’ to a search engine becomes ‘orangejacket’. When you use a hyphen, the opposite becomes true, and ‘orange-jacket’ becomes two separate terms. When you’re building your internal website pages, and you want a page to be ranked for a specific, not wholly competitive term using underscores in your url won’t affect your chances a bunch. When you start to get into the more aggressive terms online however, the difference between a hyphen and an underscore can make or break your positioning.
One other point which bears mentioning, because we still run into a fair number of clients doing it, try to avoid using lots of image based information or using Flash and Silverlight to deliver your website content. Web designers (not developers) are actually some of the worst offenders of using them actually, and when they turn over a clients site to optimize often our first suggestion is to rebuild the website. Flash and Silverlight are great tools for adding snazzy animations or attractive, engaging content to your site, but when you get down to the tech side of it, search engines don’t agree with it. Google and Bing can, to some degree, get the information out of a Flash driven website, but they’re still shoddy at it and it’s poor website optimization practice any how.
These are only two of untold amounts of quirks and tweaks that you can employ as a website owner or developer to help your case when working online. I’ll make sure to discuss the topic further in the coming days.
(Please don’t do anything from below!)
It isn’t difficult to find blogs or news posts about what steps you need to take with your website to try and improve your chances of being found online. What is a little more difficult to find, and what isn’t discussed often enough are the things that you don’t do to your website. These can vary from technical points, to filling your pages with nonsensical content which gives you no value at all.
An older browsing tactic that is almost entirely disabled by browser plugins these days are using pop ups or pop under ads for your website to try and engage the user. In terms of search, they’re not the greatest idea either as any content you have within that pop window is typically lost to being indexed, and it can even hide your real content and intent. Because while a user can easily close a pop window, they don’t know the difference between a user, and a spider from a search engine. If a spider visits your site and is met with a pop up that disables the background, it’ll see an empty site at best, garbled nonsense at the worst. Following in much the same vein, you will always hear website optimization experts extoll the virtues of having and growing the content on your website. But you need to refrain from adding content, for contents sake. When you add extra content you run the risk of diluting your message, and mixing up the signals you send to the search engines at first, and that garbled message will eventually pass to your users.
As widely varied as the information always is regarding search engines, the way they operate, and guesses and ideas about changes that may or not be happening, there is always someone out there who is making huge assumptions about their activity. The problem with speculation isn’t the nature of the act itself, but in how it can turn into the telephone game, and where the person in the front wrote a snippet of an article about funny page ranking activity, on the other end of the spectrum we have people telling you that they were banned from search for buying links or some such. The inception of search engine myths are a danger to the web, not for practiced experts in the field, but for those website owners and new comers to the space. They tend to run with the incredible ideas and notions, and forget that the simplest answer is likely the right one.
Every year we get some of the same myths making the rounds and they crop up year after year. At the outset so far it seems that the first myth to start us off is all about links and backlinking to your site. One of the largest offenders so far is that anchor link text is going to be at the very least a waste of time for you, at worst a detriment to your site. Now to start with, it’s dangerous to start spreading the misinformation that using anchor links on your site is a bad thing, as it is one of the simplest tools in the book to allow search engines to index your site quickly. The only danger that is associated with anchor text and links comes from ending up with backlinks coming from a less than squeaky clean site, but even then search engines have gotten much better at detecting and ignoring them. So the idea that anchor text and links are bad things, is a myth that needs to just finally go away, maybe 2013 will be the year that happens.
And I think one of the biggest myths that needs that just seems to stick around year after year along with the death of SEO, is that backlinks will no longer be the/a defining ranking signal. Anyone who has been involved in the industry for more than a couple of years will tell you, high quality, relevant backlinking isn’t going anywhere in terms of how important a factor it is where ranking is concerned. Here at Freshtraffic, we have more than 20 years of experience of working on the web and scouring the globe for high quality, relevant backlinks for our clients sites. And the number one thing we can take away with that experience is aside from upkeep on those links, is that backlinks are always important. The naysayers who are primarily calling out the death of backlinking are often marketers who are pushing fully into the social area, putting all of their eggs in a single basket. Bing has integrated social signals into their search, Facebook is coming out with their own version of a search engine, and Google has their own social angle with Google+, social is definitely here and it is here to stay. But if nearly two thirds of average online activity is done while not signed into a social account, it shows how much are those marketers losing by focusing on the social only angle.
Online optimization isn’t a one step process, the companies who will remain successful on the web will embrace all aspects of optimizing a clients website. Social, local, on page optimization and off page back link gathering and that is only the beginning of the optimization spectrum.
With the way that the internet works, and with the way that the search engines whiz about indexing and ranking content million of pages at a time, it is a daunting task to try and break into that mold. It is that seemingly insurmountable wall that often troubles companies from taking on search engine optimization experts, as they see the search engines and the ranking pages as mountains, when they’re closer to speed bumps if you can do the job right.
Often times we get a phone call from a company or individual who has decided they would like to improve their business options by being prominently displayed in search. Thankfully because we are very good at what we do, our phone calls are prequalified up to a certain point, because they found our website at the top of the results pages. First rule of shopping for search engine optimization – if you can’t find the company you just called on the search engines, you should hang up. Picking an SEO company that you found in the yellow pages as opposed to searching for them is a bad idea.
Once you’ve found the company you would like to engage, then you need to pay close attention to what they’re saying. If you ever hear the phrase “..guaranteed #1 ranking..” in any results page, then you need to immediately start paying attention. To put it plainly, no SEO can guarantee placement in the results pages, the web is immensely fluid, with positioning sometimes changing daily, and often happening every 10 days or so. It’s not uncommon to see someone in the top 3, then disappear for a few hours while everyone gets re-indexed, and then reappear back in their previous spot. If you find you’re not suddenly available in the results pages after engaging an SEO company, before you pick up the phone in fear, just wait a couple of hours and search again. Pay attention to the layout of the results on the first couple of pages, and if you don’t reappear within a couple of days then absolutely contact them. Second rule of engaging a search engine optimization expert – shift happens.
When we have a discussion with a client, whether they’re new, existing, or a long term one, often we work with them directly with a handful of key on page components. One of the first things we look at are the very basic elements, the titles and meta tags of the individual website pages. We’ll also work with the on page content, and try to ensure that they’re keeping it relevant to what their campaign is focused on, otherwise you could find yourself at the end of a confused ranking algorithm. Once we’ve made sure that all of the on page basics are covered, you can start to expect the deliverable from our end – increased traffic to your website. One misconception that seems to hound the SEO industry is that engaging an expert to help with your positioning will yield more online business. And while that is partly true, it’s actually much more basic than that. Because while we can promise increased traffic to your website, we won’t promise you directly increased sales. Conversions are up to you and your website, as it doesn’t matter if we increase your traffic a thousand times and you have no way to convert it, you’ll still not gain as much as if you had a clear, strong call to action. Third rule of engaging an SEO expert – we can bring you traffic, but you need to work on your call to action to convert.