There are a lot of online marketing tactics worth trying, but few are as universally valuable and powerful as local search engine optimization. Unfortunately, we regularly meet with business owners and business executives who don’t yet understand the importance of being visible in local searches. In today’s post, we want to break down some of the things you need to know in order to make it work for you…
Is your search traffic from Google starting to dwindle? Have you noticed that your search rankings for important keywords are dropping… and that sales are falling at the same rate?
We meet with at least a dozen business owners and executives every year who are facing the same kinds of problems. The first thing they want to know is why their websites aren’t generating sales opportunities like they used to, especially if they’ve been using search engine optimization for years.
Every situation is different, but below are some of the common reasons we see search traffic dwindle or even dry up completely.
Most online marketers dream of having a top Google ranking for a high-traffic keyword. That’s because they know those websites attract the most visits, and that those visits frequently turn into phone calls, online inquiries, and even walk-in customers.
However, it’s important to note that there is a potential downside to executing a successful search engine optimization (SEO) campaign. Namely that you could suddenly find yourself with a flood of new interest, and that some of your new prospects might not be a great fit for your company.
Granted, getting too many phone calls, email submissions, and inquiries is usually a great problem to have. However, it can lead to difficulties nonetheless, particularly if all the extra activity stops you from paying enough attention to your best current and potential clients.
So, how do you deal with the extra time needed to handle the additional dozens or hundreds of sales inquiries that come your way when you have a high-ranking Google website? Here are a few proven pieces of advice you can follow…
One of the most difficult things to deal with, as an online marketer, is seeing a trend of customers leaving your website at the last minute. They might abandon a shopping cart, close a window before filling out a lead form, or go back to Google when they should pick up the phone.
Why does this customer indecision cost you money? And more importantly, what can you do about it?
Although every buyer and visit is unique, potential customers generally leave you without taking action for one of three reasons: they didn’t intend to buy anything in the first place, don’t have enough information your product or service, or don’t feel sufficiently motivated on an emotional level to move forward. Almost any conversion problem you face is going to come down to one of those issues.
Luckily, none of them are impossible to solve. With that in mind, look let’s look at some fixes you can employ to get customers to place an order or fill out a form instead of clicking away from your website…
Most marketers tend to think of search engine optimization (SEO) as being all about content creation. That notion isn’t a bad one – you generally will have to write articles, pages, and reports if you want to rank highly on Google – but it isn’t the end of the story. In fact, you can attract visitors to your website using content you haven’t even created yourself.
Don’t worry, we aren’t about to advise you to scrape or copy ideas from your competitors. Instead, we want you to think about the different ways you could use online reviews to boost your SEO efforts.
SEO and online reputation management (reviews) are often thought of as being completely separate things, but that isn’t the way Google and the other search engines see it. Reviews are valuable buyer-driven content that searchers like. They tend to show up in search previews, meaning they can be seen by potential customers before they ever visit your website or profile. And, reviews demonstrate engagement and authority, which gain more weight every time Google updates its algorithm.
You probably already knew online reviews were important for your business, of course, but if you’re like a lot of the new clients who come to us you might have imagined the quality and quantity of your online reviews were out of your control. That’s simply not the case. Here are some things you can do to boost your SEO campaigns, and your bottom line, using customer feedback…
When social media marketing started taking off, some business owners sought it as a way to replace search engine optimization (SEO). With a few tweets and posts, they imagined they might be able to break away from the competitive and sometimes-grueling cycle of generating and promoting content.
Lately, we have seen the opposite happening: that some small and medium-sized companies are ignoring their social profiles to get back to the more proven strategy of turning search visitors into customers.
We think that’s a mistake. While SEO might be a more direct route to growing your bottom line, social media marketing still has its place. In fact, we don’t think you should invest time and money in search without also paying attention to your social accounts. Let’s look at why.
Are you one of the millions of business owners who know they need a new website or at least improvements to an existing web presence, but put it off month after month? If so, the good news is you aren’t alone. Many of your peers are procrastinating as well. The bad news is that some of your competitors are taking action and might be well on the way to leaving you behind.
It’s human nature to put off projects that don’t seem urgent, but delaying improvements to your website is a losing strategy. For one thing, your online presence can be your most important sales and marketing tool. It’s nearly impossible to grow your bottom line these days with an underwhelming digital strategy. And for another thing, your excuses for putting things off probably aren’t as strong as you might think.
If you want a little bit of proof, let’s look at five exceptionally bad reasons business owners tend to put off web design projects…
Amongst business owners and marketing executives, search engine optimization (or SEO) is like a professional sport. Although most decision-makers haven’t done much content writing or technical HTML work, they stay up-to-date on the latest trends and ranking on Google algorithm shifts. They become armchair quarterbacks of search marketing.
That’s generally a good thing. Anyone who has a vested interest in helping their business grow should know what SEO and ranking on Google are all about. However, there is a downside to the intense interest they have and search. Namely that new clients come to companies like ours looking for complicated answers to simple problems.
The details of the search engine optimization campaign are important. However, they only come into play once you cover the basics. To help illustrate what we mean, let’s look at a few Google ranking factors…
Amazing as it might seem, we sometimes meet with business owners and marketing managers who tell us they don’t have the time or patience for social media marketing. They are either overwhelmed with other tasks, or don’t see a clear benefit to engaging customers and prospects through Facebook, Twitter, and LinkedIn.
We can understand this line of thinking. For one thing, most of the people we work with don’t have a lot of free time. And for another, it is harder to use social media to create instant leads than it is to generate business from search engine optimization or pay-per-click ads.
However, that doesn’t mean social media marketing has to be overwhelming, or that it won’t pay off. To help you understand why let’s look at four simple and effective ways you can use your business social media profiles every week…
You’ve seen the ads on TV and online that promise that you can create a brand-new website in under an hour for one amazingly low monthly fee. Sounds like a great way to upgrade your business web presence, doesn’t it? Sign up to make your own DIY templated website and visitors will instantly come to your website. Unfortunately, it doesn’t work like that.
Unfortunately, the bargain probably isn’t all it’s promised up to be.
Don’t get us wrong: DIY website templates certainly have their place. If you are a solo-preneur or the owner of a startup with no budget, then crafting your DIY website is better than not having one. However, if you have an established company, or want to build one, then these services aren’t going to be a good solution.
To help you understand why their low fees for web design and hosting don’t translate into real value, let’s look at five reasons you shouldn’t move your website to a DIY template…