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Matt Walde
By Matt Walde
on November 05, 2014

If I’ve learned anything in my 36 years, I’ve learned to not put all of my proverbial eggs in one proverbial basket. If the basket bottom falls out, well, you’re screwed. I don’t invest in just 1 stock. I don’t let it ride on a spin of the roulette wheel. In marketing, I also don’t feel it’s wise to invest in 1 singular strategy.

By Holly Lieberman
on July 29, 2014

Be skeptical. In the world of SEO, anyone can call themselves an expert. Many so-called SEO gurus are operating on guesswork ("It worked for me!"), outdated knowledge ("Stuff those keywords!") and outright lies ("I'll be gone by the time they know it!). In fact, quite a few popular SEO tips either do nothing at all or can be outright harmful to your business.

By Holly Lieberman
on April 29, 2014

When it comes to traffic generation, the building block of any digital initiative, you need to be savvy in how you reach and engage the highest number of qualified visitors to your website. In terms of the search landscape, and for this purpose, specifically Google search results, searchers should be introduced to as many click-through opportunities as possible. The more “real estate” that your business owns on the first page of Google Search results, the better chance you have of gaining a new visitor.

Below is an image of the typical Google Search result page, specifically a search for ‘denver inbound marketing agency’. Following that, we describe the 4 main elements of the page that we advise businesses capitalize on.

Chris Kampfe
By Chris Kampfe
on March 24, 2014

Over the past several months, Google has gotten far more strict about where your backlinks come from. Paid links are poison and Google's webspam director Matt Cutts flat-out declared guest posting dead. But, while mass guest blogging schemes and link buying will get you smacked down by the search engines, you can still get legitimate links. Some characteristics of quality links in 2014:

By Holly Lieberman
on March 14, 2014

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:

Chris Kampfe
By Chris Kampfe
on March 04, 2014

I grew up in Omaha, and by default, am therefore genetically predisposed to reading more by, and about Warren Buffet than I would otherwise be inclined.   From my armchair quarterback vantage, there has been one recurring tenet of Mr. Buffett’s approach, which I always admired – his focus on uncomplicated, measured progress. 

Our Inbound Director Jon, shared with me a Fortune article which I won’t summarize but will encourage you to read, in which Buffett describes how minimally macro-economic factors, outsider speculation, or changes in the breeze affect his investment process.

By Holly Lieberman
on February 28, 2014

 

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.  

Research

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.

By Holly Lieberman
on February 12, 2014

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.

By Holly Lieberman
on December 04, 2013

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.

Call tracking involves purchasing a phone number from a vendor to match your area code. You then embed a little bit of JavaScript (generated by the vendor) into the code of your website. Once it is set up correctly, the code will seamlessly switch the existing phone number on your website to the one that you purchased once someone accesses your website from a PPC ad. When they then dial that number, the call will automatically forward to your existing business number. The caller will be none the wiser.

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:

  • Calls Per Day
  • Answered, voicemail or hang up status
  • Unique versus repeat callers
  • Call duration
  • Call recording 

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.