Apr 25 2016

How To Build Up An Audience of Prospects For Your Offer

Category: businessTom Shivers

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:

  • Free word of mouth marketing
  • Exponential growth
  • ISYOT Effect (“I’ve seen you out there”)
  • Quickly Become #1

Continue reading “How To Build Up An Audience of Prospects For Your Offer”

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Mar 14 2016

Google Mobile SERPs Study: Big Opportunity For Paid Search

Category: mobile marketingTom Shivers

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.

Here’s Mediative’s desktop heat maps study done in 2014 and still relevant today.

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Feb 15 2016

What Businesses Need To Know About Google Search Quality

Category: organic seoTom Shivers
Google bot

credit: scriptcase.com.br

Panda, Penguin, Hummingbird, RankBrain and if you’ve been involved in SEO for a long time, maybe even Florida. These are the names of well-known Google algorithm updates. Continue reading “What Businesses Need To Know About Google Search Quality”

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Jan 19 2016

How To Identify Converting Keywords & Revamp Your SEO

Category: organic seoTom Shivers

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.

Continue reading “How To Identify Converting Keywords & Revamp Your SEO”

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Dec 21 2015

4 Ecommerce Opportunities From Yotpo’s Benchmark Report To Make You Cheer

Category: businessTom Shivers

The folks over at Yotpo shared their benchmark report on the ecommerce industry recently – based on 65 million orders and two billion dollars in transactions across 120,000 ecommerce stores.

Here are a few things that were revealed.

Which traffic channels bring quality, engaged traffic?

Average seconds on site per visit
The surprising traffic channel winner is Instagram and the surprising traffic channel losers in terms of average time on site per visit are Pinterest and Facebook. Continue reading “4 Ecommerce Opportunities From Yotpo’s Benchmark Report To Make You Cheer”

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Oct 12 2015

18 Proven Ways To Increase Average Order Value

Category: conversion rate optimizationTom Shivers

What is Average Order Value (AOV)?
Total revenue / Total orders = Average order value

Do you know if your customers typically buy more expensive or less expensive products? How many products do customers order at one time on average?

When coupled with the average conversion rate, AOV is useful in predicting revenue based on future traffic. Even investors are interested in AOV.

Here are 18 tried and true ways to increase your AOV… Continue reading “18 Proven Ways To Increase Average Order Value”

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Sep 14 2015

How To Get More Google Love With Searcher Intent

Category: organic seoTom Shivers

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:

  • Sell products (ecommerce stores)
  • Generate quality leads
  • Grow email lists
  • Build brand name awareness

Continue reading “How To Get More Google Love With Searcher Intent”

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Aug 17 2015

15 Legit Ways of Building an Email List That Delivers

Category: contentGuest Author

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.

Continue reading “15 Legit Ways of Building an Email List That Delivers”

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Jul 13 2015

SEO Website Evaluation [Infographic]

Category: organic seoTom Shivers
Click infographic to enlarge

SEO Website Evaluation Infographic

Have a SEO pro evaluate your website

Continue reading “SEO Website Evaluation [Infographic]”

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Mar 31 2015

The #3 Ecommerce Rule

Category: organic seoTom Shivers

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.

Continue reading “The #3 Ecommerce Rule”

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Jan 12 2015

SEO Checklist Infographic

Category: organic seoTom Shivers

This infographic illustrates the points in my recently updated whitepaper, SEO Checklist for Beginners – download it here.

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Jan 05 2015

SEO Checklist For Beginners

Category: organic seoTom Shivers

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.

Continue reading “SEO Checklist For Beginners”

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Oct 20 2014

3 Online Marketing Assets That Can Make Your Year Bright

Category: contentTom Shivers

Assets in a business are items controlled by the business that generate revenue. Liabilities are debts and financial obligations owed by the business to third parties. So then:

Equity = Assets – Liabilities

tractor-harvester

credit: Derek Sewell

Continue reading “3 Online Marketing Assets That Can Make Your Year Bright”

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Sep 29 2014

Search Behavior Signals That Impact SEO & Conversion

Category: organic seoTom Shivers

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?

Continue reading “Search Behavior Signals That Impact SEO & Conversion”

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Sep 08 2014

Traffic From Google SERPs Has Changed: Heat Maps Study

Category: businessTom Shivers

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.

Continue reading “Traffic From Google SERPs Has Changed: Heat Maps Study”

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Aug 25 2014

6 Hard Questions Marketers Should Ask Before Customers Get to Your Landing Page

Category: conversion rate optimizationGuest Author

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.

Continue reading “6 Hard Questions Marketers Should Ask Before Customers Get to Your Landing Page”

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Aug 18 2014

How To Build An Audience With YouTube

Category: social mediaTom Shivers

An interview with Tim Schmoyer of Video Creators

Continue reading “How To Build An Audience With YouTube”

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Aug 11 2014

How User Generated Content Can Lead To Sizzling SEO

Category: contentGuest Author

What do YOU, Gandhi, the Queen of England, and Joseph Stalin ALL have in common?

Photo Cred: @Wikimedia

Believe it or not, all of these figures were named Time Magazine’s Person of the Year at some time or another. In 2006, the publication named YOU as its annual choice, to reflect the rise of individual content creator on the internet.

Continue reading “How User Generated Content Can Lead To Sizzling SEO”

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Aug 04 2014

SEO Is Organic Part 2 – Link Building

Category: link buildingTom Shivers

 

In my last post I went into some detail about the SEO problem businesses slip into when using outsourced copywriters for much of their web content. I call them inorganic copywriters because they often have no idea what makes the business really valuable simply because they are not on the inside.

Continue reading “SEO Is Organic Part 2 – Link Building”

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Jul 21 2014

Big Data & Small Business Marketing

Category: businessTom Shivers

An interview with Phil, CTO and Founder of DataShaka

Continue reading “Big Data & Small Business Marketing”

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