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.
Business owners tend to think about search engine optimization (SEO) in terms of it either “working” or “not working.” That is, they believe you either dominate on Google or can’t be found anywhere in the first twenty pages of the search listings.
It’s understandable that someone looking at SEO from the outside might take this view, especially if you aren’t used to getting traffic from search engines. However, the reality is most marketers move through a progression of SEO effectiveness until they either stop trying or run into a competitor who was working harder than they are.
To give you a sense of what that progression looks like, let’s look at the five typical stages of a profitable SEO campaign…
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…
Taking on complex web development projects—websites with hundreds of pages, unique apps, and digitized content—can be daunting. Not only are there the normal technical and creative aspects to get past, but the sheer volume of the work can present logistical challenges. Additionally, big web design jobs usually have multiple personalities involved at the decision-making level.
Given all of these factors, it shouldn’t be a surprise that a lot of complex web development jobs tend to take longer than expected and go well beyond their initial budgets.
That certainly doesn’t have to be the case, though. Today, we want to outline a handful of steps you can take—in conjunction with your web design and development partner—to make complex web design projects simpler, smoother, and more efficient…Continue reading “How to Make Complex Website Development Projects Simpler”
If you are a successful business owner, then you’re probably at least familiar with the basic notions behind search engine optimization (SEO). You know that a strong position in Google can help you win new customers every week. And you also probably know that search engine algorithms and formulas are constantly changing and that a lot of the old tricks and ideas aren’t working anymore.
However, that does not mean you should give up on SEO. For one thing, the benefits of high search visibility are bigger than they’ve ever been. By some estimates, Google currently processes more than 4 billion searches per day. It has immense referral power for your company, and you don’t want to surrender that traffic or those sales opportunities. Keeping up with the latest search trends probably isn’t quite as difficult as you might think. In fact, you just have to know which current trends and ideas matter most.
In order to help you cut through the outdated information, we’ll take a look at what business owners need to know about SEO today…
Google’s Basic Formula Still Applies
At the heart of all search, visibility is the understanding that Google “reads” your website with automated spiders, looking for terms that match up with the ones searchers use. Also, it will see whether other high-quality websites within your industry link to you as a valuable resource. Get those two things right, and you’re bound to appear in Google more often.
You Can’t Spam Your Way to Success
In the “old days,” a lot of companies tried to game the SEO system by adding low-quality junk pages to their websites that featured the same search terms over and again. Others got away with directing thousands of meaningless links to their sites. These kinds of tactics stopped working a while ago because they could harm your search visibility. You can’t spam your way to SEO success anymore.
Geography Matters a Lot
Being that Google has essentially killed off the Yellow Pages, and millions of users are looking for answers from the phones and tablets while on the go, search engines now factor in geographic location more heavily into their algorithms. It’s important you have geographic terms in your website (like city and state names) so buyers and search spiders can tell where you do business.
Good Web Hosting Makes a Difference
Speed, consistency, and secure connectivity all count as search signals now. It means that fast and stable websites are more likely seen by customers. You can give your company a small advantage over your competitors by paying a few more dollars a month for good web hosting. It also happens to be a great way to improve website performance at the same time.
Mobile Search is a Huge Trend
Mobile search apps, digital assistants, and voice search tools are changing the way SEO works. That’s because people speak differently than they type. Websites with lots of natural language content are getting a big boost. Writing in the form of blog posts and frequently asked questions will help your website climb the Google ranks.
AI is Changing Everything
Google’s RankBrain and other artificial intelligence technologies are moving beyond additional keyword matching. They use advanced formulas to “understand” contextual relationships between pages and ideas on websites. They also determine quality by evaluating citations, links, grammar, and more. In other words, Google is mimicking its human users and figuring out which search results are good ones.
While it’s true that SEO is undergoing huge transformations, it’s also true that savvy marketers are getting a bigger return than ever on their campaigns and efforts.