Inbound marketing is an extremely complex and strategic endeavor. AdVision has built enough successful inbound marketing campaigns for our clients that we have come up with a checklist to help others begin their dive into inbound marketing.
It's easy to get confused about the importance of keywords. Some people come to a mistaken belief that everything on your site should be optimized all the time. Others, also mistakenly, think that we're in a post keyword era and that they can safely be ignored. While search engines continue to evolve their algorithms, keywords remain an integral part of good SEO. However, they need to be used wisely. A few tips on where they count and where they do not:
There are thousands of SEO agencies and consultants out there....
Some are great SEO providers who utilize "white hat best practices", while others are simply great salespeople who promise you rankings on the first page of Google for any keyword you so desire.
Due to the complex industry of SEO, it's easy to be mislead or misinformed by agencies who "talk the talk", but don't "walk the walk." If and when there comes a time that you need to evaluate SEO from your current provider, there are key indicators you should look for and others you should avoid.
When you first started with them, did they complete competitive and search landscape research for your business? No SEO initiatives should be proposed until there is a firm understanding of the competitors in your market. These are not just your direct business competitors who sell the same products or services as you, but for other entities that rank for the same keywords that you would. Say for example, that your company is United Plumbing. You want to show up 1st whenever anyone searches for ‘plumbing’ in your local area. When it comes to the search landscape, you not only have to compete in search engine rankings with your direct competitor Joe’s Plumbing, but you also have to compete with Wikipedia, industry bloggers, etc. By determining who is in the market, your SEO company can more easily assess your competitors SEO efforts and craft a plan that will work for you.
When you generate traffic for your site, it isn't just important that people visit. When visitors get to your site, you want them to become customers. For that, you need a highly effective landing page. A landing page needs these three elements to effectively convert traffic to sales:
When companies set out to begin using search engine optimization, one of the first tips they are usually given is to make sure they are using keywords. Unfortunately, without being told how to properly use keywords, many companies end up seeing few results from their hard work, and may even end up hurting their websites. Here are a few guidelines to keep in mind when beginning to work with keywords.
AdVision’s website has gone through many transformations since we first opened our doors eight years ago. We owe a big thanks to our Denver based web design partner Zenman for building AdVision 3.0. Our business is unique in that it has had the luxury of evolving with the industry, and each new website that we get implements the most recent trends and best practices when it comes to digital marketing. Building a marketing-ready website is not easy unless you have a comprehensive understanding of how anonymous visitors view your site and how to guide them once they are on your site.
In assessing websites, we believe there are four main elements that determine how well a site performs. These four main elements are:
As digital marketing strategists, we are always looking for the most comprehensive data regarding just how effective our digital strategies are performing. The Internet allows us to better track our marketing spend when compared to traditional marketing outlets, and the data we collect such as cost per online lead, is what indicates ROI, and validates further digital marketing efforts.
One of the major data points that we track through pay-per-click (PPC) advertising is called a conversion. A conversion, also known as a lead, is anyone who is brought to your website through a PPC ad, who then decides to take further action such as contacting your business, or purchasing a product. This could be an online action, such as a form submission, which is easy for us to track through AdWords and Google Analytics. But there is another critical element on your website that should be tracked, and this one occurs offline.
The phone number on your website is a crucial conversion element. A few years back, we realized this and began searching for a way to track the phone calls that are generated from PPC efforts. Fortunately, we came upon a couple software providers who also noticed this as a necessity. Thus, call tracking was born.
You can even purchase different phone numbers for each campaign in your AdWords account in order to more directly report which campaigns are generating the most calls. From here on, it is easier to mold your PPC strategy and know where to invest your monthly budget.
We can track the following types of data to provide valuable insights and results into the efficacy of your PPC advertising:
It is also important to note that, as business owners and managers, we seldom find time to answer the phone ringing in the background. After implementing call tracking, it is essential to be diligent about answering the phone. The person on the other end of the line is far enough along in the buying process that it will take much less effort for you to reel them in. These leads can be more qualified and CHEAP.
Moral of the story is - don’t forget about the little phone number on your website because it can have a big impact on your paid search ROI.
You have heard all of the big names, Foursquare, WhitePages, Superpages, Yelp, Citysearch, etc… But what exactly do they do?
These local listings companies collect your business information, sort of like a digital phone book, and provide you as search results to people searching their site for your type of business.