As an SEO consultant for more than a decade, I have found that these subtle techniques work well when applied to a clearly defined issue. Even one or two small changes could make a difference in the results you’re seeing.
1. Look at the search results page for your keyword and evaluate things
If there are plenty of ads for your keyword, consider how engaging the ads are for your ideal prospect. If an ad is engaging, how can you use a similar hook in your organic listing?
Successful PPC marketers use a feature-benefit matrix to write engaging ads. WordStream and Hanapin Marketing wrote the ebook Tricks To Get The Click. Their #1 tip is to include features, benefits and a call to action (CTA).
List your feature on the left, then a few benefits of that feature. On the right, you create a compelling CTA. When done, identify your strongest combination and write your ad.
Although similar because one tends to precede the other, audience building and viral marketing are sometimes confused these days. Most people think “viral marketing” is when you post a video on YouTube and get 100,000 views. Nope, viral marketing does this:
The folks over at Mediative have done another great study on Google SERPs, this time on mobile, where they laser focused on how mobile users interact with Google search results pages (SERPs) to spot real opportunities for SEO, PPC and branding. What they found is interesting to an online marketer like myself.
Go to your Google Search Console account, then to Search Traffic and on to Search Analytics. Here you can see the search terms, impressions, clicks, click-through-rate and average position for each search term up to 90 days prior to the current date.
As I’m looking at all of this information, I’m trying to find the keywords that are most valuable and are ranked just off the first page of Google – with an average position greater than 10 but less than 20. What I’ve highlighted are two search terms that have a healthy number of impressions, both on the second page of Google, and most importantly, they are both purchase intent keywords.
Targeting the right search terms can take your business to the next level, but how can you be certain that the keywords you are going for (either paid search or SEO) get more results?
In this post I’m going to walk you through a high-level way to evaluate the intent of a searcher so you can create content that satisfies that person and delivers business results. My goal is to help you:
Data shows that over three quarters of consumers chose email as their preferred mode of communication with brands they patronize. 81% of US shoppers are likely to buy more – both online and offline – as a direct consequence of emails based on their past buying behavior. In fact, 28% of shoppers who receive promotional emails weekly actually would like to receive such emails more often! Clearly, this is one high ROI marketing tool.
But before you head over to your email database and start firing out round after round of promotional emails, wait a minute.
Here’s an excerpt from my webinar: Revenue-based SEO for Ecommerce
Identify traffic sources and keywords with the most impact on KPIs and revenue.
In Google Analytics, go to Acquisition > All Traffic > Channels. But if you have Google Analytics Ecommerce setup for your store you will see revenue for each channel and more detail about which keywords brought in revenue.
I recently updated my whitepaper SEO Checklist for Beginners to show small businesses how to get better results from search engine optimization (SEO).
Over the past year or so Google has emphasized certain factors over others when ranking web pages. For example, click through rates make a difference – can you imagine an organic search listing on the first page that does not get clicked much? It happens regularly. Do you think Google is concerned about click through rates for the top ten results for keywords? I do.
Google pays attention to how users interact with their search results like which links get the lowest bounce rates after a user clicks. The bounce rate is the rate at which a search listing is clicked and then the user returns to the search results to click on a different listing (obviously the searcher didn’t find what they were looking for with that initial clicked listing for the keyword). And if Google determines that the listing is not good for the users of that keyword, well you know what happens.
You’ve carefully selected your keywords, incorporated them into your site and content strategically and you have some good links pointing at your site… But Google just isn’t ranking your site near the top. What’s the problem?
Search engines and Google in particular are not as dependent on technical signals as they once were.
More business websites than ever have been optimized to some degree for search rankings, so how does G decide which ones to rank on the first page?
Mediative recently published the results of their latest eye-tracking study where they zeroed in on how users interact with Google search results pages (SERPs) in an effort to identify real opportunities for SEO, PPC and branding especially as it relates to click-through rates. What they found is enlightening and corresponds to what I’m seeing with some of my clients.
Some of you remember the 2005 study known as the Golden Triangle heat map displaying how users interacted with Google SERPs, but people don’t interact with SERPs in the same way today.
Conversion is the fervent goal of every web marketer. Anyone who claims otherwise has either gotten his job description wrong or has too much money to burn.
While working hard towards improving conversion rates of existing websites and landing pages is one thing, it’s a lot better to get things right the first time. Build it right and the results will follow.
This is especially true in the case of a landing page – a single page that carries the responsibility of converting all your advertising dollars into actual revenue – the last runner in the marketing relay race.