Feb 06 2017

How To Increase Revenue From SEO Without Adding Lots Of New Content

Category: organic seoTom Shivers

From Revenue-based SEO Webinar Secret #2

Access Revenue-based SEO Webinar replay

Now another misbelief is to get better performance from revenue keywords I have to add more pages to my site. But, revenue-based SEO says you can get higher performance from revenue keywords by prioritizing landing pages that bring in buyers and then give buyers the signals and info they want to make a buying decision.

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Sep 26 2016

How to Win Over Prospects With Your Marketing Funnel

Category: businessTom Shivers

In my last post in this series, How To Create An Effective Online Marketing Funnel, I explained that knowing your ideal prospect well is the prerequisite to marketing. So while you are tweaking those prospect personas, let’s look at the next steps.

Step 2: Create an online asset that clearly demonstrates the power of your solution

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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.

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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.

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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?

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Apr 28 2014

The “Wow” Moment With Underdog Marketing

Category: businessTom Shivers

People love to be wowed perhaps because it catches us by surprise or because it’s rare to behold one totally dedicated to the skill of his/her craft or because we are overwhelmed by the raw passion displayed or because it inspires us to pursue one’s dreams because they are worth the hard work and long wait despite all the naysayers and resistance.

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Dec 09 2013

Analyze Website Performance: Year End KPIs

Category: web analyticsTom Shivers

KPIs come from asking the right questions before looking at the data or analytics. Otherwise, you can get overwhelmed with all of the interesting pie charts, graphs and tables and waste time. So, before delving in consider a good business question.

Btw, these questions came from Avinash Kaushik years ago. I use them to quickly evaluate the performance of a website over any given period of time (not just at year end). And I’m going to interpret these time tested questions as we know the world today.

1. Where do people come from?

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Jul 15 2013

How To Setup Goals In Google Analytics

Category: web analyticsTom Shivers

Conversion tracking is easy to do if you setup goals properly within Google Analytics.  In this video I show you exactly how to do it step by step.


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Apr 02 2013

8 Ways To Mobile Click-to-Call Leads

Category: mobile marketingTom Shivers

The folks over at ifbyphone provided a great whitepaper on mobile marketing strategies and lead tracking. I’m going to break down the high points for you in this post from just one section of the whitepaper so you can get right to the good stuff.

Here’s what’s driving leads from smartphone users today…

Mobile PPC ads with mobile click-to-call

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Jan 29 2013

Two Audiences: Add A New Section vs. Create A New Site

Category: businessTom Shivers

This is a classic issue that comes up for most businesses and if handled correctly, it can provide a nice boost to the entire site’s search rank and conversion rate.

I work with businesses who are expanding by providing complementary products and services to their core service. In most cases the entire site is written for their core service and targeted at their core audience with only a few pages devoted to complementary products and services. And, they usually haven’t done much to get their core service pages ranking well in Google.

Often, when I discuss the project with the company’s team, they seem pulled in two different directions – some want to focus on the new side of the business and others want to focus on both the core and the new.

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Oct 15 2012

Top Problem For Businesses New To SEO: Conversion

Category: organic seoTom Shivers

This is a classic issue that can come up for newcomers to SEO and most don’t know what they should be asking before engaging.

The basic assumption from people new to this space goes something like this: “Yeah, we’ve never done this before but we have to now, so tell us about your pricing.”

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Sep 10 2012

SEO Checklist – Tom Shivers Interview

Category: organic seoTom Shivers

Jeff Beale interviewed Tom Shivers recently and had a lively discussion about SEO…

What are the common SEO mistakes you see?

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Mar 12 2012

Outbound vs. Inbound Marketing: 3 Findings From HubSpot’s Survey

Category: internet marketingTom Shivers

The folks over at HubSpot surveyed nearly 1000 marketing professionals in January 2012 and found some interesting things about inbound and outbound marketing.

Just so you know outbound marketing refers to marketing designed to interrupt and push prospects so you can sell them: trade shows, direct mail, telemarketing, etc.

Inbound marketing refers to marketing designed to interest prospects who are more qualified, pull them toward a business and allow them to make contact when they are ready: social media, SEO, blogging, content marketing, etc.

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Feb 21 2012

How Women Spend Time & Money Online

Category: conversion rate optimizationTom Shivers

An old school of thought says that making it pink – whatever it is you’re selling – will automatically make it appeal to females. Thankfully, the folks at Mediative decided to study the purchasing power of women who use the internet, rather than just hazard a guess. They wanted to know who these women are, what they do, where they go and which trends are essential to online marketing success.

What they found were three distinct categories – young women, professionals and digital moms – each with unique needs and habits.

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Jan 25 2012

Does SEO Trump Conversion?

Category: organic seoTom Shivers

There are instances when SEO is not the best solution as a traffic source, the squeeze page is one of them. Here’s a good example of a question I’ve seen in marketing forums a number of times…

Q: “I understand that SEO is content and backlinks and all that mumbo jumbo. Now normally I’d think you’d stick your squeeze page out there and SEO that, but with that there’s no real content so no real SEO. The other issue I have is that I went and wrote some articles a while back and when I really changed to what’s working for me now, none of the directories will except my new squeeze page as its very small and has about zip content (but has been converting the best for me). So do I need to completely reconstruct everything I”m doing to get started with SEO or is there something I’m just not getting about what pages need SEO and what pages can get subscribers?”

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Dec 12 2011

How to Analyze Web Stats to Increase Online Conversions

Category: web analyticsTom Shivers

An interview with Martin Eising

It puzzles me why so few businesses really attempt to optimize conversions. Why is that?

I think it has to do with the way people think about web sites. When someone wants to increase the action they get from their site the first thing that comes to mind is increasing the amount of visitors the site gets. This is just logical, and is naturally the first thing that comes to mind. Doing more with the same amount of traffic , on the other hand, is not something that most people immediately think of.

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Sep 26 2011

Online Conversion With Matt Williams

Category: conversion rate optimizationTom Shivers

An interview with Matt Williams of No Possum Consulting

  • What challenges do businesses face today with online conversion?
  • You’re really competing with yourself, not your competitors
  • Classic book on entering the shopping cart: “Don’t Make Me Think”
  • Shopping cart abandonment
  • ROI for online conversion is usually high and on going
  • Increase your traffic, optimize your conversion process, up selling and cross selling opportunities
  • Where do you invest your $1000?
  • Forecasting is key

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Aug 17 2011

20 Things You Can Do To Make Your Blog Stand Out

Category: conversion rate optimizationGuest Author

Update Your Blog’s Design

1.        Make Your Blog Sticky

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Aug 01 2011

What Changes to an E-commerce Store Result in Lost Business?

Category: conversion rate optimizationTom Shivers

Please take our opinion poll above if you haven’t done so already.

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Jul 11 2011

Landing Page Conversion: The Power of Prospect Motivation

Category: conversion rate optimizationTom Shivers

Have you noticed how important prospect motivation is to your landing page’s conversion rate?

c = 4m + 3v + 2(i – f) – 2a

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