Archive for Search Engine Optimization

4 Top Tips to Achieving the Ultimate Landing Page

A landing page is a web page serving as an entry point for a website. Given this, it is safe to say the landing page is more often than not the most important page of your website. Creating a landing page not only means a nicely designed page but one that converts people who land on the page into paying customers. Increasing your conversion rate increases profit. Below we have the top four tips to ensuring you have an awesome landing page.

A Clear Call to Action!

Once people have finished reading your landing page you should make it clear to them what you want them to do next. Do everything you can to make the call to action (buy now button, subscribe etc.) stand out. Large, bright buttons with clear text is the formula for success here.

Heat Maps!

Heat maps are data collection services that provide reports showing you exactly where your audience is clicking on your website. You might find they are clicking on what they thought was a button in which case you should probably make that space a call to action. Look where they are clicking and consider how you can utilize this information.

Seek Testimonials

Competition for products across the Internet is increasingly daily. By displaying brands and websites you have been featured on gives visitors trust in you. If you have yet to be featured anywhere, create a list of places you can look to publish content and establish credibility.

Don’t Settle!

You should always be running tests in the background. A 1% improvement in conversion rate can mean thousands of dollars in revenue each year. You can test anything and everything. Even a change in the font of the text used can have an impact.

Creating a great landing page is not easy. Remember there is not such thing as a perfect landing page unless you have a 100% conversion rate. The ultimate goal is to get as close to this as possible.

Three Reasons You Must Utilise The Synergy Between Organic and Paid Search

SEO-SEM-synergyGetting your website seen in Google results is never easy. The algorithms are a top secret Google never releases therefore ensuring your SEO practices are always first class is a priority. Google however does need to earn money and it does so by letting companies purchase ads that are placed at the top of Google search results. While free traffic is always pleasant it is time to look into why combining great SEO tactics with Google Ads (using the price per click model) is the best strategy for your company going forward.

Ads Are Becoming More Prominent

In the early-mid 2000’s seeing Google Ads present on the first page of various Google results pages was barely visible. This is changing rapidly with latest research indicating sponsored ads take up 85.2% of the space available when someone arrives on a page for a particular keyword. In this day in age people rush, therefore do not scroll down to look at all relevant results as in the past.

Organic + Ads Enhances Trust

Google Ads convert better than organic traffic however studies have shown the combination of an organic search result near the top of search along with a paid advertisement increases the conversion rates. Human behaviour indicates people trust brands more that are heavily featured front and centre.

Short Tail Keywords vs. Long Tail Keywords

There are million of search results entered into Google everyday, many combinations of keywords that no one has ever used before. While it is great to get seen on specific keywords with lots of traffic (Google Ads) a lot of search traffic can arrive by using less searched long tail keywords. SEO practices can fine-tune your site to rank on these less searched results bringing in traffic you could miss out on. These small wins can add up to a lot of highly targeted traffic to your website.

Getting traffic via Google is getting tougher for those who do not keep up with the revolving search trends. Companies have always paid for their brand in various forms in the past therefore it is not unreasonable Google now rewards those who are willing to pay for ads on their platform. If you are not convinced yet, Google have said ‘Brands with a #1 organic search ranking can get 50% more clicks on average by paying for an accompanying ad’.

Considerations when hiring an SEO company

seo-companyIf you have a website you have no doubt herd of SEO (Search Engine Optimization) at some point. The SEO world appears very complex, which it is however the point of SEO is to get your site to rank as high as possible in Google for search phrases that believe your target market will use to find you.

 

The issue with SEO is there is no fixed answer. Google uses highly complex algorithms that change daily and no one knows the exact formula used. What SEO companies do know is little bits of information Google releases as well as trends leading SEO authority sites discover on a trial and error basis.

 

With these trends, many SEO companies are able to claim they can get your site to the number one ranking in a matter of weeks. While this may be true, they are doing it with ill fated behavior and when Google releases a major algorithm update your site will cease to exist in rankings at all having been heavily penalized.

 

Any SEO company who says they can get you to the number one position is bluffing and should be ruled out. Google ranks websites based on their algorithm which is protected therefore no one can guarantee rankings. A quality SEO company knows optimization is a long term project with improvements needing to be made regularly, particularly given Google has made it clear they like fresh content.

 

A quality SEO company will provide both off and onsite SEO as well as social media marketing, creating a package that is affordable for you. Despite dodgy SEO practices being reportable to the Federal Trade Commission there are still many unethical companies who are willing to exploit you.

 

Some questions to ask potential companies are:

 

·         Can you show me examples of your previous work and share some success stories?

·         Do you follow the Google Webmaster Guidelines?

·         Do you offer any online marketing services or advice to complement your organic search business?

·         What kind of results do you expect to see, and in what timeframe? How do you measure your success?

·         What’s your experience in my industry?

·         What’s your experience in my country/city?

·         What’s your experience developing international sites?

·         What are your most important SEO techniques?

·         How long have you been in business?

·         How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?

 

Whether you are going through a website redesign, a brand new launch or have only decided you are interested in SEO services for your website now the company you choose needs to be the right fit for you. There is no shortage of companies offering their services, if you get a bad vibe or are not convinced with some of the answers a company provides do not hesitate to instantly move onto the next candidate.

5 Tips that Google‘s latest algorithm ‘Hummingbird’ will appreciate.

Google HummingbirdGoogle’s latest update, Hummingbird is believed to affect 90% of all Google searches. This update matters, previous updates penalized you for low quality content, this time Google promotes sites with quality content.

Here are 5 tips that will help you produce content that Google’s algorithms will appreciate.

1 – What phrases would you use to find out about your good or service?

Figure out what queries are and put them into three categories:

  • Informational. E.g. How often should I change my car tires
  • Navigational. E.g. Vancouver Italian Restaurant
  • Transactional. E.g. Hiring a plumber

Produce content that covers all of these categories.

2 – Synonyms open up new traffic opportunities

  • Look into what search terms are currently bring traffic to your website. There are many spelling variants that people use just as often, produce content with variations of keyword spellings.
  • Type the first few words of your popular search terms into Google and take note what Google auto populates for key phrases and produce content for the variations

 3 – Be seen alongside your competitors.

Find out where your competitors have been published. If they feature in and lists, reach out to the publisher and ask if you can be mentioned to. This will assist Google in identifying exactly who you are and what you do.

4 – Change you anchor text from ‘click here’.

The words that you click on to get to another page, referred to as ‘anchor text’, are now having more meaning in search result. Previously everyone used ‘click here as an actionable’ link. Now you should use words that have specific meanings related to your product. Surrounding the keywords with strength also provides extra strength.

5 – Website pages are not the only thing that appears in Google Searches.

Depending on the search term, you may find that results include videos, images and Google places links. Search for your key term, if videos appear it could be advisable for you to create a video. Create one anyway, if you can get your video ranked that will be of great assistance to your page views.

Hummingbird is a major update. However given that there are no penalties for previous content, the focus should be improving future content. If you publish content with the above 5 tips in mind, your rankings are bound to improve.

SEO and Social Media Marketing: What’s the Difference?

If you are confused about the differences between search engine optimization (SEO) and social media marketing, don’t worry, you’re not alone! Many site owners believe these two strategies are virtually the same thing and often choose one over the other to promote their website. SEO and social media marketing, however, are actually two very different – yet complementary – strategies that are most effective when used together.

Both SEO and social media marketing improve your chances of getting in front of your target audience and potential customers, but they come at it from slightly different angles.

SEO: A Direct Route to Your Site

The goal of an SEO campaign is to improve your website’s rankings within search engine results using keywords and phrases. In other words, when people take to Google or Bing/Yahoo to search for facts and information about widgets and where to buy them, you want your widget website to appear at the top of their search results – SEO helps you get there. Implanting those keywords and phrases that your target audience will be using in their search makes you more visible to them and gives them a direct path to your site.

Social Networking Sites: What’s All the Noise?

Social marketing campaigns via Facebook, Twitter or LinkedIn reach out on a more social level. They help define your brand’s personality, provide opportunities for dialogue, build relationships, and can even pave the way for those highly valued third-party endorsements. People visit social networking sites to help them make decisions, form opinions and find advice – they want to hear what others are saying about you and how you are responding to what is being said. While these sites appear, disappear and evolve, social media is definitely here to stay. Ensuring you have a properly managed social media presence, therefore, can be a vital and lucrative piece of your marketing and promotion puzzle. But, while your “popularity” within the social media world can help with your search engine rankings (a nice bonus), it shouldn’t replace an SEO campaign because its purpose is entirely different.

Ownership: A Big Difference

One more important point to keep in mind: remember that you are the owner of your website with complete control over all aspects. This is your official online place of business and, ultimately, where you want your target audience to land so that you can “seal the deal” and turn them into a paying customer. A social networking profile, however, is most effective when used to motivate and move potential customers to your real website – it’s like the coffee shop down the road from your place of business. Your Facebook, Twitter or LinkedIn page may feel like it’s yours, but you are really just borrowing that space from the actual owner. As such, you don’t necessarily have control over what happens to your profile (ads, links, distractions). People get together there to exchange information and ideas and to see what you have to say, and the impression they leave with can greatly influence if and how they do business with you. And, just like coffee shops that come and go, what happens if the networking site shuts down? If you have not included SEO in your online marketing efforts, you’ll be back at square one.

SEO and social media marketing have different purposes – it should never be “either or” in your online marketing plan. Used together they generate a powerful online presence and will help to turn your online visitors into paying customers.