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Showing posts with label Digital Marketing. Show all posts
Showing posts with label Digital Marketing. Show all posts
February 15, 2018

Importance of Digital Marketing Consultant


Every business owner is keen to take his or her business to heights. Everyone wants to see more and more customers getting attracted towards their business but in today’s tough competitive market it is really getting very hard to get recognition.

As a business owner you have many responsibilities towards your customers. You should make sure that you are able to inspire your customers with your business core values. Your customers should be able to trust your brand and your employees as well. You should also make sure that your customers leave a positive feedback online about your business and you. In today’s time it is also very essential that the information that your customers gain online about you and your business should be satisfactory so that they can get attracted towards your business.

Achieving all this was really very hard in the past but today with the help of digital marketing you can really gain success in your business without much difficulty. But it does not mean that you need not have to work hard on it. Proper planning and right digital marketing strategy can help you in achieving your goal easily.

The best thing about digital marketing is that you can have a strong online presence which is really very important in today’s time. Using mobile based tools as well as web tools is a trend today and if you are able to use these tools in the right manner then success is really not too far from you.

There are so many people who are just not aware of digital marketing strategy and thus they feel helpless. They think that they cannot take their business to heights just because they are not up to date with the latest marketing strategies. Digital marketing consultant can help them and are there to serve in all possible ways whenever needed.

Digital marketing consultants have good experience and can guide you best how you can take your business to heights. You can hire them and discuss with them your business and your business strategies and they will guide you what to do and how you can change your strategies in order to gain success and attract more and more customers. They will guide you how you can beat the competition and win the race.

Looking for digital marketing consultant can be a tough job for many but thanks to online technique which have made almost everything easy and time saving. Today you can easily look for a reliable digital marketing consultant online and hire them for your business and start gaining success in your business. With the help of these consultants you can be sure that you can take your business to the level which you have always dream of.
February 15, 2018

How to hire a Right SEO Company


Numerous decisions SEO company will shockingly not tell, with the exception of you can even discover in the fine print they guarantee that lone few of your vocabulary can be searched in search engines. You pay for your organization under particular watchwords, yet just around half 70% of the words you would hope to see. One may believe that associations should discount the distinction with money. They are not, but rather every now and then you give credit and possibly your correct catchphrases whenever, however there is no assurance for it.

In the event that you are a SEO agency that guarantees you to upgrade your words you need, you will likewise need to guarantee that they can enable you to locate the principal page. The greater part of the People will frequently tap on the principal page and second page of the rundowns and records different pages.simply does not cut it.SEO is a term prevalent among online industry proprietors now days. This is a showcasing on the web method that the ubiquity of your webpage on search engines expanded. To play out the optimization, organizations more often than not designate a SEO organization. The company comprises of pros who oversees site professionally.

SEO systems are extremely exceptionally easy to learn. You can gain from SEO articles on the web or read books of SEO. As a rule, you in all likelihood don’t have to choose a specialist to build up your business. It can be an issue for you. Delegating a SEO organization makes your activity substantially less demanding. Meanwhile it’s reasonable for you to ponder the strategy for yourself.

By designating an expert, you can focus on the most essential parts of your industry. You can rely upon search engine optimization experts to perform and result quickerly to see. Then again, selecting a specialist is a considerable measure of cash. You should invest a little energy to get associated with the procedure. It is important to build up your objectives for them and the advance they have made to control. Effectively support your business, guarantee that you are designating a SEO organization of good notoriety.

When you began benting you’re scratch card that you require the most brilliant set to create movement recognizable proof. Search engines as Google are as a rule the most phenomenal place to start, yet you are looking for pay per click campaign by the as of Google AdWords? It’s simple and brisk to perform however regularly excessively lavish for generally SMEs. Is it accurate to say that you are looking for common movement from typical postings? This is typically a top notch private venture SEO expert to help, however probably give greater prevalence movement and sturdy.

The notoriety of independent venture SEO carries on developing with little industry furthermore worried in online business. This isn’t an industry that is extraordinary to expansive organizations. Private companies are gifted to ascend without stressing over customary promoting procedures.

The entrepreneurs who be familiar with how to utilize SEO techniques are extremely mindful of the organization to advance the open doors they offer. Private venture SEO Marketing is an organization that is managing the focused condition that organizations are at present on the web.
February 15, 2018

Top SEO Mistakes


There's no uncertainty about it, SEO is somewhat of a minefield, and a troublesome technique to get right. There are heaps of data accessible with respect to how best to actualize SEO, in any case, there are some normal and key SEO botches that numerous sites and organizations make that we needed to make you mindful of. Google's Search Engine Results Page (SERP) SEO positioning elements are regularly advancing and changing, so it's essential to remain over the most recent changes so as to guarantee that your site isn't antagonistically influenced. Eminently, some SEO botches are difficult to evade, in light of the fact that the opposition is high, and it's not generally that simple to confirm whether your SEO procedure is working or not.
 

Stuffing Keywords

It can be very enticing to spam your site content with the greater part of your catchphrases, all things considered, the more watchwords display, the more probable you'll appear on a web index result, isn't that so? Off-base! Watchword stuffing can really be extremely destructive to your SEO, and Google will punish you on the off chance that you don't make the correct adjust. Guaranteeing that your watchwords are applicable and fitting for your site is extraordinary, yet going over the edge will signal your site as spam to most web crawlers. Your substance ought to connect with, and a simple read for your clients; nobody needs to visit a site that is honestly incoherent on the grounds that there's a catchphrase stuffed into each and every sentence.

There are loads of apparatuses accessible on the web to break down your site's watchwords, that can give a carefully fit report controlling you concerning how and where to utilize your catchphrases. It can likewise signal up any errors you're as of now making. Google AdWords Keyword Planner will give you tips and data keeping in mind the end goal to manufacture your SEO crusade, delineating patterns, and substance you may pass up a major opportunity for.

Wrong Link Building

A few people may consider their site substance to be of the most noteworthy quality, that it doesn't require any type of external link establishment keeping in mind the end goal to produce movement. Lamentably, regardless of how great your substance is, you do require a specific measure of third-party referencing; in the event that you don't actualize a system, up to 90% of your substance could be left untouched and new, making it totally invalid and void. Along these lines, don't release your endeavors to squander!

Third party referencing is about quality, not amount; in case you will connection to outside sources (which you should), at that point these sources ought to be considered exceptionally positioned. Taking a gander at the aftereffects of the 2016 State of Link Building Survey, 90% of members recorded that visitor posting on pertinent and great sites shaped the most well-known third-party referencing strategy. In any case, in case you will utilize this strategy, your connections must be significant, for instance, if your stay content presentations 'Visual depiction', and a client taps on your connection which guides them to a sustenance site, that is both futile and deceiving to the peruser. This thus will lose your perusers trust, and they absolutely won't return or prescribing your substance to any other individual.

Responsive Website Design

Tragically, this is such a typical error individuals make, yet it's so effectively amended. Statista's 2017 versatile web comes about demonstrated that 90% of Japan's populace who get to the web, did as such from their cell phone. 87% of the populace in the United Kingdom, and 73% in the United States. Truly a huge number of individuals are getting to the web from their cell phones and brilliant gadgets, including the individuals who will visit your site. On the off chance that your site isn't portable responsive, or upgraded for versatile, at that point these potential guests will relinquish your site quicker than you can state 1, 2, 3. Google's positioning components will likewise punish you for not having a portable prepared site, making your positioning score drop quickly.

You might be amazed to discover that most web facilitating organizations now incorporate 1-click introduces inside their plans, making it simpler than any time in recent memory to have your site, and make it on an easy-to-use CMS stage like WordPress. Finding the ideal web have doesn't need to be hard, and once you do discover one, the greater part of free subjects and formats offered by web designers are portable responsive and improved, implying that you can make a shocking site, that looks awesome on work area and cell phones. Once you've made your portable well-disposed site, you can twofold check its page speed score utilizing Google's Page Speed Insights to figure out how to additionally enhance your clients' versatile experience.

Missing Meta Tags

Another simple error to make, yet neglecting to be including your site's meta labels and meta portrayal can be greatly impeding to your SEO. Meta labels aren't seen by your clients; however, they are surely observed via web search tools, and in the event that you do exclude them, your site won't be found. Once more, in case you don't know how to accurately actualize your site's meta labels, there are an assortment of instruments accessible to help you; 5 minutes of your chance could be the main factor in the matter of whether your site's SEO is going to springboard into 2018 or drop off the internet searcher delineate.

The same applies to meta portrayals; this is the data you see when playing out a pursuit, which give a short rundown of your site, and could be the substance that welcomes or stops clients to/from your site:

In the event that you do exclude a meta depiction, Google will punish you, your site will probably not show up on the web search tool's outcomes page, and if a client does go over it, they'll know nothing about it, so for what reason would they need to visit your site? A straightforward misstep that could cost you your whole SEO methodology.

Copy Content

Backpedaling to quality substance, the substance on your site must be your own. Long back, SEO wasn't influenced by reordering other individuals' substance, however web index positioning variables will now intensely teach you for doing as such. Justifiably it can be hard to make exceptional quality substance on a reliable premise, however it must be finished. Regardless of whether you're just refreshing existing substance, this will have a greatly improved outcome contrasted with replicating somebody else's.

Devices, for example, Copyscape are an incredible method to twofold watch that the substance you're posting and composing isn't posted somewhere else and isn't a copy of another person's work. Creating important and pertinent substance is the path forward, regardless of whether it's content, video, or infographics, investing the exertion yourself, and conceiving of brand-new ideas, is a key to your site's SEO achievement.


February 12, 2018

Digital Marketing Trends

ShootOrder

With the adjustment in the innovation and computerized change, advanced showcasing has picked up its significance. To reach to the a great many individuals it has turned out to be vital nowadays to utilize showcasing stages. From the most recent couple of years, bunches of changes have been found in the methods of advertising. Procedures of showcasing are changes every day, with the adjustment in the calculation or with new updates. To keep up a high position in the online market it ends up important to roll out improvements in the sites with each new refresh. At the point when your site will fully informed regarding advancements at that point, naturally you will get a high rank on SERP.

Advanced Marketing is useful for the development of business and additionally, future degree is likewise great in this. This extent of future pulls in numerous hopefuls towards making their profession in this field, likewise it expands the quantity of advanced advertising employments opening.

Here are the significant key patterns that must be followed in 2018:

Multichannel Marketing: It isn't conceivable to connect with more movement by utilizing maybe a couple channels. Today, fortunately loads of assets accessible for us bunches of various stages. To center around the intended interest group it must be important to utilize every stage adequately. Utilizing different channels for advancement will clearly give you favorable position over your rivals.

Versatile Marketing : Nowadays, cell phone additionally large affects promoting or on the development of the business. Google additionally offer inclination to those destinations which are portable benevolent and more responsive. "Portable First" is the Google mantra and a critical positioning variable. In versatile promoting, one needs to center around various advancements, for example, Speed of site, Apps, Google AMP and so on.

Social Marketing: These days it has been seen that clients are very dynamic via web-based networking media. It is important to attempt each stage to interface with the group of onlookers. Regular clients look through 300 feet of substance however remain on the substance which they discovered more intelligent. There are some methods for online networking promoting, for example, Chat water crafts which influence client to benefit speedier, Video sharing and so forth. Facebook, Instagram, Twitter are the best source to achieve the intended interest group.

Content marketing: Content marketing will become even more important, creation and distribution of content have changed drastically. In this Classifieds, mobile messaging, Banners, Infographic, Images, Email, guest blogging all come under this. Without content, it is difficult to engage traffic on any site. It became very trendy and has gained its importance.


Search Engine Optimization: SEO Off Page is not much essential in 2018. There are a number of different strategies used in this which is helpful in increasing more traffic. Without On Page SEO it becomes difficult to reach the target audience. On-page and off-page optimization of the site will help in improving the website.

These are some latest trends that will be used now. To become more active or to gain more traffic it becomes necessary to adopt all the these new trends.

http://netblogtips.com/latest-digital-marketing-trends-2018/
February 12, 2018

How to boost website traffic

illuminationconsulting
Creating the website for business or a company is considered as a necessity nowadays. Technology has changed everything, you can’t run a business traditionally anymore. If you want to get more customers and you want your business to become a brand, a website can do that for you. Reaching more people means getting more readers and getting more readers mean getting more customers. The website is not only for business, it can be a business too so, the question is how to boost the traffic to make your website better. Here are some of the ways you can boost the traffic.

Social media management

Days are gone when it was important to advertise on television, it’s the era of social media. The phone that we hold in our hand has more power than you and I might think. That’s where we spend our time, it is our source of communication, entertainment, and information. Get yourself on Facebook, Instagram, Twitter and LinkedIn, your social media representation is very important. This is the best way of advertising, it’s effective as well as economical. The only problem is that you might now have to spend a lot of money but you have to be creative and follow the timeline. You have to be active all the time and be very responsive and the key is to post when your targeted audience is online.

Follow the trends

Write about the hot topics, it the key to boost your traffic. Your topic has to readable and interesting, you are aiming to write for your targeted audience, so it is very important to stay readable. You have to be on your toes all the time, keep up with the news related to your field and that’s how you will know what to write about. The moment your readers knows you update, he will recognize you and you can become the trendsetter instead of just a follower.

Focus on headlines

Choosing the topic of the article is important but what’s more important is to make the topic attractive and presentable. You have to create a very attractive headline, your focus is to convince the reader to click your post. You have to stand out and the only way to stand out is by using creative headings and attractive pictures. This will help your article look better and stand out. Thousands of other bloggers are writing about the same topic as you, why is your article any better? Your selection of words will make your article stand out, imagine two articles about the same topic, “split ends and their cure” and “five steps to get silky smooth hair”. You will obviously slick the second one.

Optimize your website

In the era of fast internet, we are raising an impatient generation. Most of us switch the website or close it when we find it slow, that’s how we react. We don’t have time to wait for the website to load, the best thing is to make your website quick enough to load fast. People don’t wait more than 5 seconds if your site is slower than that your bounce rate will be high and people will avoid visiting your site. Try Google Speed checker tool to monitor your website loading time.

Guest blogging

Guest blogging might be a little slower but it defiantly works. It’s a long and traditional process but it’s defiantly long lasting and better than paid ads. It requires an individual to be persistent to get into guest blogging. Try to find mentors of your field and ask them about the topics they recommend. Write about these topics and you will see a major boost in your website. Before you guest post, check website authority of that site.
http://netblogtips.com/5-ways-to-boost-website-traffic/
February 11, 2018

Tips for Writing Professional E-mails

While the world has advanced to the social media in terms of communication, e-mails, however, still play a vital role as a professional medium of communication in business and organizations of various categories.

An e-mail, called as electronic mail, use text messages as a form of communication between two or more persons. For instance, if you are an employer or an employee, you write e-mails in order to convey information through your message to the other person. This information can be anything – project works, updates, business concern, applications, requests, etc. Along with your message, you can send multi-media files such as documents, spreadsheets, presentations, audio, video and graphic images for their respective purpose.

Gone are the traditional methods of sending and receiving emails via telegrams. Today, the post offices don’t even exist in some places. Technology has driven the postal system away and has introduced a revolutionary form of communication, that is, e-mails.

E-mails follow certain rules in their respective mode of a communication system.

Use these 6 tips to write professional e-mails

In this blog, we are going to help you with the tips which you can follow in order to write professional-looking e-mails.

Whether it’s your personal e-mail or a professional one, a well-written e-mail is significant. Check out these valuable tips that can help you write professional e-mails to your clients, peers, and boss.

    Use correct e-mail address

E-mail addresses are a unique address through which you can exchange messages electronically. When you are sending an e-mail to somebody, you must make sure to enter the correct e-mail address of the recipient, you’re going to send the mail to. An incorrect e-mail address will render failure in the delivery of your e-mail. Therefore, it is required that you use correct e-mail addresses of persons you want to communicate with.

    Highlight subject in your mail

In order to pass the message to your recipient, the subject of your mail matters. It should be meaningful and concise. Avoid lengthy subjects as it may annoy the person who is going to read your mail. Add a few words of introduction to your mail that emphasizes the purpose of your e-mail.

For example, if you are sending an application in your mail, highlight your e-mail subject as “Application for a job”.

    Include salutation in your letter

This is equally important. Before beginning with writing your mail, never forget to include greeting first. Various forms of salutations include “Dear”, followed by any of Sir, a person’s first name or last name with a prefix (Mr./Mrs.). You may address your peers in your office with their first names. Similarly, you may address your boss or other higher authorities or superiors of your office, company or organization with their last names after a prefix.

This is used for addressing the person to whom you are writing the mail. It is a form of respect and honor that is given to a person in an e-mail.

    Keep it short and in paragraphs

Next comes the main part of your e-mail. Here, you provide all the information that is necessary for your recipient to read. This is your message body. Write only the important notes or messages which you want to send to the respective person. Also, make sure to break your message into several paragraphs. This is important because you don’t want your e-mail to look like a storybook and annoy the person who is going to read your e-mail.

It is advised that you write your message in several short paragraphs and make your e-mail look interesting as well as informative to your recipient.

Most importantly, avoid using capital letters in your message body. Writing a message with every word in capital impacts the reader.

Only use capital letters in case of names of persons, places, abbreviations, and acronyms.

    Edit styles

This is optional. However, if you want to make the text of your e-mail look a bit stylish or different, you can use the styles fro the toolbar that is located just above the message body. You may change the size of your text, use a different font style, etc. This can make a minor difference to your e-mail.

    Add a signature text

You end your e-mail with a signature text. Always leave a gap of a few lines after your message for your signature text. In this, you can include words such as Thank you, Sincerely, Yours faithfully, Regards, Best regards, Best, Thanks, etc.

Make your e-mails appealing

Thus, you may follow the tips that are given above and exercise these on a regular basis to give your e-mail a professional value. Of course, professional e-mails matter a lot in your office and organization.

https://www.tipscrew.com/6-tips-writing-professional-e-mails/
February 09, 2018

Common Mistakes in Web Design SEO

What’s more, we are additionally giving some counsel on how these mix-ups can be defeated with the goal that you can deliver a quality web architecture.

Outlining a site can without a doubt be taken as a fun challenge. At first, customers imagine that having the correct area name and suitable substance is sufficient to have a viable site. In any case, what is typically neglected is the way a web design composition’s influences the outcome. Website architecture is as vital as the substance.

Effective sites are the ones joining extraordinary outline, suitable usefulness, proficient substance and a pertinent area name.

On a worldwide scale, numerous sites are adjusting to new outline patterns, which are flourishing in the World Wide Web. Appropriately adjusting to the patterns would furnish any business with a quality custom website composition, and thus increment in movement and deals.

In any case, architects still have a tendency to confer similar errors while web outlining. A typical hypothesis in the matter of why website specialists submit these slip-ups is on the grounds that more often than not they study their own plan as opposed to getting an outside supposition from an industry master or another website specialist.

5 Common Web Design Mistakes while web outlining:

1. Proper use of CSS (Cascading Style Sheet)

Known to be an instrument to give consistency over all pages and help website specialists take control over their site’s appearance when utilized the correct way, CSS can be viable and give an expert result to the site look and feel.

Page slacking has dependably made cerebral pains perusers; even site proprietors themselves despise moderate sites. A page can run easily and can be faster to stick with CSS.

Likewise, CSS permits website specialists to take full control over the presence of their site and fix issues like text dimensions, hyperlinks, content and picture arrangements and catchphrase accentuation. It is critical that website specialists figure out how to compose and record their code legitimately so encourage CSS changes and enhancements.

2. Poor Design

There is various fundamental plan botches done while web outlining. Around tend to neglect poor outline focuses, for example, fundamental format association, imbalanced screens, and concentrate on the wrong substance, content design and general plan highlights.

A few creators offer much an excessive number of superfluous highlights and rather do not have the required data and invitation to take action to serve the perusers’ needs.

3.No mobile responsiveness design

The most recent test for website specialists is making the sites as intelligent and alluring for all screen sizes and cell phones.

This mix-up is a standout amongst the most critical on the rundown in light of the developing pattern of cell phones utilization to explore the web.

These days sites ought to be portable responsive, consequently re-changing the web architecture to fit diverse screen sizes and gadgets, for example, cell phones and tablets. Versatile responsive sites additionally rank better on Google web crawler.

4. Lack of alignment

A noteworthy segment in web outlining, the arrangement is considered as an underlying plan component and an absolute necessity to give a quality website architecture to customers. Ensure that all components of the site are likewise adjusted on portable and tablet screens.
Absence of arrangement illustration

The most imperative objective for a site page is for it to be unmistakably meaningful. Setting up your site pages to a uniform arrangement that makes it simpler for perusers to peruse the writings is very perfect. Being mindful of the arrangement is dependably something to be thankful for, particularly when you have perusers who see the scarcest pixel points of interest. The Terrible arrangement makes your site looks amateurish.

5. Too much color

Shading breathes life into website architecture components. Excessively numerous hues pressed into one space then again can have a negative effect. Including such an excessive number of hues on a single page isn’t the best way to pull in perusers. In all likelihood, this will head out potential perusers since everything turns outwardly messed upward and hard to communicate with.
A lot of shading sites

Shading is a standout amongst the most vital factors during the time spent web outlining. It will require investment and experimentations in picking the shading plan, so don’t be hesitant to test those warm and icy tones. Ensure that before you set up the last shading plans, it isn’t too noisy that it outwardly could frighten individuals off from your page, nor excessively dull for your perusers consideration.

So whether a business is looking forward to web development company Maryland its next corporate website, eCommerce store, ERP system, or any custom web solution, associated with a reliable web development company Florida only. A trusted web development partner will have in-depth expertise in managing complex web projects and will boast multi-shore delivery capabilities worldwide.

https://dailymastro.com/common-mistakes-web-design/
February 09, 2018

Digital Marketing Strategy for Your Business


Nowadays Internet Marketing is very significant because it focuses on studying and taking benefit from the way consumers make buying decisions. Studies point to more and higher number of consumers using the internet to investigate right before making last decisions on buying a certain product or service.

In the easy language marketing of goods and services that includes electronic devices is named digital marketing. There is a verity of platforms on which you can advertise your brand and services via digital marketing. Digital marketing can be completed online as well as offline that is the reason Google is becoming the best source to advertise your business.

Digital marketing can be very useful for your business; it can carry a lot of business chance for you. Digital Marketing will help you in business increase and brand advertising. Here Top 5 Reasons Why You Need a Digital Marketing Strategy?

1. Be Available for Your customers 24*7

Internet marketing lets you be open for business accurately 24/7 without doubts regarding store opening hours or the currency paid for your staff’s time. To deliver your products on the internet is not only suitable for you but also for clients. It is probably for them to searching through and buying from your web store in any time and place. Nowadays at least 80 percent of consumers will make use of the Internet to research for detail to choose between buying something.

2. Reduce your Costs

Marketing your goods online prices way some fewer than to have a physical retail store. You will not want to deal with frequent prices from rental and safeguarding of a building. As well there will be no requiring of buying sufficient items for making a substantial stock to display in a store. So, you will just order items exclusively when they have instant demand, which will raise fewer your prices for inventory.

3. Reach Your Targeted viewers efficiently

With online selling, you can exceed barriers of distance. It lets you sell goods over the entire country without setting up physical stores, so getting expands your reach. You might also select to develop an exporting business; the big benefit is that there will be no require making a chain of distributors on different nations.

4. Personalize Your User Experience

Internet marketing lets you customize the deal to your clients by making their profiles from data like buying history and interests. Through the tracking of visits to definite web pages. It will let you produce targeted deals that reflect the client’s first choice. As well the available info coming from the tracking of your web pages visits will also offer to you intelligence for scheduling the cross-selling deals at the right time.

5. Build Relationships and Influence

Nowadays the Internet is a grand platform for building significant relationships with clients and increases your client maintenance rates. Right after a customer has bought something from your web store. You will be capable of starting a relationship easily by sending a follow-up email to confirm that the transaction was complete effectively and to thank the client for selecting you.
February 20, 2017

How You Know When It's Wrong


Once upon a time (2006), Jason Calacanis, entrepreneur and founder of the “human-powered” Mahalo search engine, famously declared SEO “dead.” Back then, social media networking was just starting to take off as a widespread mainstream and corporate marketing phenomenon. Of course, everybody at the conference where Calacanis uttered those immortal words was immediately outraged and even debated this argument with their colleagues around the water cooler after returning back to work.

Today, we’ve become accustomed to hearing numerous people utter some variation of these words (including Fathom’s Brad Miller) and seen SEO go through enough transformation and reputation swings from black magic ranking secret sauce to “It’s all about the content” that we’d no longer be shocked by the bold Calacanis proclamation of 8 years ago.

The lesson? He seemed to notice early that there was more to marketing than gaming Google, that social sharing was going to play an increasingly large role in the popularity of a website or a given piece of content. Along the same lines, I think his criticism of SEO was as much a critique of the way it was commonly practiced back then: Tricking Google for short-term gain.

As everyone knows, Google got smarter. Tricking it, though while still possible, takes much more effort and bares much more risk should you get caught. And not only can penalties shutter the gold mine that is organic traffic, but they can also threaten future indexing/ranking by putting the burden on the offender to actively remove “bad” links or otherwise undo damage that may have spread well beyond the actual website of the business in question. In other words, messing with Google often results in big messes.

Once upon a time (2006), Jason Calacanis, entrepreneur and founder of the “human-powered” Mahalo search engine, famously declared SEO “dead.” Back then, social media networking was just starting to take off as a widespread mainstream and corporate marketing phenomenon. Of course, everybody at the conference where Calacanis uttered those immortal words was immediately outraged and even debated this argument with their colleagues around the water cooler after returning back to work.

Today, we’ve become accustomed to hearing numerous people utter some variation of these words (including Fathom’s Brad Miller) and seen SEO go through enough transformation and reputation swings from black magic ranking secret sauce to “It’s all about the content” that we’d no longer be shocked by the bold Calacanis proclamation of 8 years ago.

The lesson? He seemed to notice early that there was more to marketing than gaming Google, that social sharing was going to play an increasingly large role in the popularity of a website or a given piece of content. Along the same lines, I think his criticism of SEO was as much a critique of the way it was commonly practiced back then: Tricking Google for short-term gain.

As everyone knows, Google got smarter. Tricking it, though while still possible, takes much more effort and bares much more risk should you get caught. And not only can penalties shutter the gold mine that is organic traffic, but they can also threaten future indexing/ranking by putting the burden on the offender to actively remove “bad” links or otherwise undo damage that may have spread well beyond the actual website of the business in question. In other words, messing with Google often results in big messes.

SEO for the long haul
How do you practice SEO in such an environment? By keeping the customer in mind.

Sure, SEO still requires attention to matters like load time, meta data, XML sitemaps, robots.txt files, URL redirects, schema markup and analytics code. After the tech-savvy stuff, you want to follow a few rules pulled from the ‘SEO as content marketing’ camp:

    Create invaluable content
    Make that content easy to discover, use and share
    Build the authority and authenticity of your brand

That’s it. If we take Google at its word (a struggle for some skeptics), content and brand authority are where it’s at. Long-term, that’s where smart marketers’ focus should be. Rand Fishkin of Moz may have put it best when he said recently at SMX West:

    The ‘find and abuse exploits’ era of SEO is ending. The only logical strategy today is to be so good that Google looks bad taking you out.

Here, here, Rand! Serve the customers, make your website (and overall Web presence) the attractive face of your business, and you should end up on the right side of the law … er, I mean, Google. Imagine Google penalizing a website due to some random or heavy-handed interpretation of its SEO policies … a common enough occurrence. Which business stands a better chance of quickly overcoming the hit, the one that was 99% in the clear and may have accidentally done one thing to run afoul of the ever-changing rules of the Web spam police, or the one that has an entire back catalog of calculated search-engine shenanigans documented on its site and around the Web?

Knowing when it’s wrong
If your goal with SEO is to serve users and build your business by doing great work and letting your customers know about it, then you’re fine. If your goal is to manipulate bots and algorithms, especially for short-term gain, then you’re ultimately harming your business more than helping it. Not sure of the difference? If you have to ask if Google wouldn’t approve, then you’re probably doing something wrong. Don’t do that. Be real, do proper SEO, and watch your business prosper.

http://www.fathomdelivers.com/blog/seo/real-seo-or-how-you-know-when-its-wrong/
February 19, 2017

SEO Inspiration from Alphabet Google


Speaking of power, the recent creation of Google’s new parent company Alphabet indirectly underscores the ever-present potential search engines offer marketers. It’s not news, of course, that search advertising is madly profitable for Google, which makes the broader Alphabet possible by funding every offshoot from life extension research and Wi-Fi balloons to self-driving cars. What marketers sometimes fail to appreciate is why search is so profitable. At the risk of sounding overly simplistic, search is profitable because people search all the time, for everything. Furthermore, this reality does not appear to be changing anytime soon.

Think about it: Everybody searches. Grasping this simple fact should inspire you, as a marketer, to make your website and content the center of amazing experiences to visitors. The profitability of your best content, when packaged and positioned properly, is also directly enhanced by its visibility in search results. Plus, the act of searching is such an enduring force in people’s lives—personal, social, business—and the fact that so much of the world is googling for everything helps your content “get legs,” as they say in the business.

Also inspiring is when search visitors to your site are motivated visitors (i.e., predisposed to be interested in you or your offerings). Growing and catering to your ideal audience tends to grow your business’s bottom line over time. And traffic that flows from frequently searched top organic rankings is not necessarily limited to the short-term; some of Fathom’s most popular blog posts, for example, still get significant monthly traffic years after initial publication.

So, while the source of Google’s advertising riches allows marketers to pay for instant, ephemeral results, never forget the long-term value of SEO. Anybody skeptical about the merits of SEO today should look no further than the fact that Google recently advertised for a big-time internal SEO hire. If you consider all that goes into ranking factors, it should come as no great surprise why Google itself wants to be as strategic as possible with its own content. (For those who want to dig deeper into SEO strategy, Moz’s just-published “Search Engine Ranking Factors 2015” is a great place to start … as is my colleague Ryan Whiteside’s sharp take on the subject.)

As Google turns its eye to the long haul across its own organization with Alphabet, take a cue and strive to make your own content great to all those Google searchers looking for what you have.

http://www.fathomdelivers.com/blog/seo/hidden-seo-inspiration-alphabet-google/
February 17, 2017

Tips To Improve PPC Performance


For experienced PPC marketers, creating a new account in AdWords, Bing, or Yahoo is an art form. Keywords are meticulously chosen, ad copy is cleverly written, and settings are carefully adjusted – all to create a conversion-driving masterpiece that will put smiles on our clients faces. Even with fantastic results, continual tweaks are needed to maintain success. Digital advertising is an ever-evolving puzzle, especially in the world of PPC, and the competition is constantly working to outrank and outperform our accounts. These 10 tips will help give your account a refresh:

PPC Tip #1 – Evaluate Keyword Lists

Ultimately, using the right keywords is the most crucial element to any PPC campaign. Are the keywords in your account leading to conversions? If the answer is “yes,” you should ensure these keywords are in the optimal ad position and are properly funded. If the answer is “no,” you should decide whether or not these keywords can be paused off or adjusted. If you’re trying to generate awareness or drive traffic, focus spend towards keywords that are efficiently earning impressions and/or clicks. Likewise, pause off highly-competitive phrases that are dragging down performance and exhausting your budget. Choosing the correct match type is also important. If you use mostly phrase match and exact match keywords, consider using broad match keywords with modifiers to increase your reach while maintaining control of search queries.

PPC Tip #2 – Focus On Quality Score

Quality Score is a vital element to paid search success. Using keywords relevant to the content of your website or landing page is crucial to improving performance. As you already know, Quality Score is looking at the quality of your keywords, ad copy, and landing page, as well as historical performance of your account. A good quality score can lower costs and improve rankings. Make sure to include keywords in your ad copy and within the contents of your landing page. Following these simple steps can greatly improve CTR and Quality Score. These steps also give search engines a better reason to show your ads precisely when people are looking for your product or service.

PPC Tip #3 – Weed Out Negatives

Utilizing search query data will help ensure that you are targeting the right keywords to achieve your goals. This is especially important for broad match keywords, which often trigger unrelated queries and pull down CTR. Add these unrelated searches as negative keywords to ensure you aren’t wasting money on non-converting traffic. Search query data will also provide insight into successful keywords that aren’t currently in your account. Adding these keywords will give you control over bids and allow you to better optimize the campaigns.

PPC Tip #4 – Optimize Bids

Bids have become a part of your day-to-day optimization strategy, I’m sure, but it might be time to rethink your strategy. For campaigns with limited budget or a strong Cost Per Conversion goal, consider focusing budget towards top-performing keywords. For these keywords, adjust bids to keep them top-of-page. For keywords that aren’t performing well, but are still important to include, use features like Google’s “first page bid estimate” to lower bids to the bottom of the first page and reduce your wasted spend. Automated bid rules are also helpful when managing large accounts and controlling costs.

PPC Tip #5 – Refresh Ad Copy

Next to keywords, ad copy is the most important part of attracting potential customers to your site. Even with a refined keyword list, lack of compelling ad copy will hinder the success of your campaign. Ad copy 101 tips like including a strong call to action or announcing a sale will only take you so far. For optimal performance, ongoing A/B testing and updating ad copy are needed to constantly improve your account and give you more insight into what works and what doesn’t. If you aren’t already using mobile preferred ad copy, you should consider doing so. Creating ads with the mobile device in mind could work wonders in improving CTR and increasing traffic from mobile.

PPC Tip #6 – Choose The Right Ad Extensions

If you aren’t already using ad extensions, I highly recommend you jump on the bandwagon. In addition to improving CTR, ad extensions give searchers additional information and other ways to interact with your brand. If you already use ad extensions, these should be optimized and tested just like you would ad copy or keywords. Sitelinks, for example, are great for sending users to the exact page they are looking for. This creates a great user experience, while also taking up additional space on the search engine results page. Simple sitelink A/B tests, such as changing “Browse Widgets” to “Shop Widgets” can lead to improved results and provide valuable insights. This same logic can be used for other extensions like Callout extensions and Structured Snippets in Google.

PPC Tip #7 – Adjust The Ad Schedule

Once you have refined your keywords list, updated your ad copy, and improved quality score, you still have an important question to ask – are you advertising at the right time? Some experts will argue that you should remain active at all times, ready to display your ad regardless of when people are searching. Your data, however, might tell a different story. By looking at results based on time of day, you can make an educated decision on when your audience is most likely to convert. If you notice a dip in conversions during particular times of the day, you have the option to either decrease bids during that time, or decide to not show ads at all.

PPC Tip #8 – Optimize Mobile Bids

It should be no surprise that search behavior varies by device. Looking at how mobile is performing compared to desktop is vital to the success of your campaign. If you notice high click volume coming from mobile, with low conversions, perhaps you should employ mobile bid decreases to limit wasted spend. Conversely, if mobile is outperforming desktop, bid increases can help focus more spend towards mobile devices and improve results.

PPC Tip #9 – Utilize Remarketing Lists

Remarketing is a fantastic feature to attract users back to your site and increase brand awareness. However, this isn’t the only way to utilize remarketing. In Google, for example, remarketing lists can be used to enhance PPC performance and also weed out irrelevant traffic. One option is to increase search bids for past purchasers. The logic here is to drive users back to your site when they are once again shopping around for the products you offer. Likewise, if your product is something that is likely only purchased once, such as an engagement ring, you can exclude past purchasers when they search for keywords like “engagement ring photography” or “celebrity engagement rings.” Another popular strategy is to target people who have added items to a shopping cart, but did not convert. You can use search bid increases to drive them back to your site, or target these users through display. In any scenario, using remarketing lists to your advantage can help save money and increase conversions.

PPC Tip #10 – Expand Into Other Areas

As you know, there are countless activities that can affect paid search performance, including: seasonality of the marketplace, level of competition, changes to search engine algorithms, and countless other uncontrollable factors. One thing that is in your control, however, is advertising outside of paid search. Reaching potential customers at various stages in the search funnel is just as important as reaching the “hand raisers” searching in Google or Bing. Advertising in radio, TV, or other digital areas like YouTube or display will generate brand awareness and assist in conversions later on. A user is more likely to click a paid search ad if they are familiar with the brand. Introducing your products or services through other advertising efforts can help create that awareness necessary to drive website traffic.

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