A Step By Step Guide To Effective Online Article Marketing

Online article marketing can effectively improve organic search results in a number of ways: Improve visibility for your target keyword phrases Obtain traffic for additional (long tail) keyword searches Assist in building awareness and reputation Increase targeted traffic from other quality related websites Helps attract more incoming links to your site Helps make your website more unique and useful Google’s Panda update showed once again, that it’s important to have high quality, unique content. We recently evaluated a large ecommerce website that was stung by the Panda [...]


Creative Tips For Link Building On A Shoestring Budget

shoestring-budget-featured Since "how much would it take me to get started?" is a common question that potential clients ask me, I thought I'd expand a bit on my original answer to Debra Mastaler's forum questions. I love the idea of only having $100 to get started because many times, having less money means you have to get more creative. So, since I've spent my theoretical $100 already (in the post above), everything else I'd advise is free. So far we've set up social media accounts, used a few free tools in order to find more Twitter followers, analyze our Twitter work, and keep abreast of all of our online ment [...]


How To Read & Use Facebook Analytics For Your Page

Forget the 1-800 numbers, the info@ email addresses, and don’t bother hooking up that fax machine anymore. Facebook business pages are an essential customer and business/brand communication tool that are beginning to replace traditional mediums of customer service and communication between brands and businesses. The ability to keep an audience engaged, updated, and responded to so consistently and easily is a tool that many are, and if not they should be, taking advantage of. However, using the page is one task, but monitoring that use and the users is quite another and can be a bit ov [...]


Likes Are Not Loves – How To Waste Time “Marketing” In Facebook

facebook-welcome-featured I heard the other day that if someone "Likes" your Facebook business page, they’re over 90% likely to never look at it again. Wow.  90% is a lot! We could assume that’s exaggerated by ½, but 45% is still a lot. When a website’s conversion rate is a fraction of its actual traffic – a significant loss of engagement is rough, let’s hope you didn’t pay a ton of money to get all of those Likes. This statistic, combined with the disturbing trends in today’s Facebook business strategies worries me – it really worries me. I’m disturbed by the complete lack of understanding wi [...]


How To Avoid SEO Pitfalls With Timely Alerts

In the world of SEO, there are big updates like Panda, Mayday, Vincent, Florida, but there are also smaller internal issues that can creep up on you leading to traffic and revenue loss. The ability to identify and prevent self inflicted nicks and cuts along the way is key to a successful SEO program for online retailers. When dealing with large, product-driven sites, automation and templates, things are bound to fray and break over time. Getting alerted and identifying the issue is half the battle. Dashboards are a great way of staying on top of internal issues, as well as competitor and [...]


How To Integrate Google Analytics & YouTube

As companies spread their media mix, and expand their activities to YouTube, Facebook, Twitter, LinkedIn and other social channels, it is essential to try and integrate numbers as much as possible. And this integration should not only be on the marketing message and design, but also on its tracking. It is important to have a centralized marketing measurement tool that can provide us with the ROI of each of the channels. I have previously discussed Google Analytics integrations with Webmaster Tools, with Website Optimizer, and with Feedburner at Search Engine Land. In this post, I will discu [...]


How To Increase Conversions For Organic Keywords

Once your website starts getting at least some traffic from organic search queries, you can help increase conversions (inquiries, signups, purchases, phone calls etc) by investigating what happens once people reach your website from the search results. You can use Google Analytics to choose what keywords to focus on and to check the entrance pages (landing pages) for issues hurting conversions. How To Choose Which Organic Keywords To Focus On Most websites have hundreds or thousands of keywords bringing visitors to their website so it’s ideal to have an easy way to select which keywords [...]


How To Use Free Alerts For Link Discovery

Although my agency does use a variety of paid and free tools for various purposes, by and large, we do most of our discovery through manually searching the web. If you've done it, you will know that while it's fun and interesting at times, it's also a serious pain. It's inefficient, it's tedious, and you're likely to keep running into the same sites over and over. Sometimes it's nice to sit back and let the link potentials come to you using a variety of free alert tools. Alerts are a great way to stay informed about what's being said. You can use alerts just to monitor your brand or a ke [...]


Keyword Insights: How Office Furniture Vendors Can Target Start-Ups

It's a great time to start a company. Incubator labs are springing up all over the place, sponsored by venture capitalists and universities. Universities are teaching entrepreneurial skill, and have programs to sponsor student startups. Massive layoffs over the past two years have forced new college graduates, and experienced former employees to strike out on their own. The emergence of social media and mobile platforms are providing thousands of start-up opportunities, and you can see them showcased at "network and launch" events such as the Web Innovators Group and Mass Innovation Nights. [...]


How To Find The Right Local & Vertical Sites For Your Small Business

Most small business owners understand that they should be listed on major national search engines such as Google and Bing, but how do they know which local directories and vertical sites are important for improving their SEO? If you’re a dentist in Boston looking for local sites, you could look at the listings of other Boston businesses, such as Boston Standard Plumbing: If you want to find vertical sites, you could look at the listings of other dentists, such as Tribeca Dental Associates in New York: Even better, you would want to look at businesses that are in both your locale a [...]


How To Use 3 Competitive Intelligence PPC Tools

Want to feel like a super-spy while learning valuable secrets that can help grow your client’s business? Here’s how you do it:  invest your time and money in PPC competitive intelligence and please shhh ... don’t tell anyone. As the auction grows more expensive and more complex, it’s critical to have a view into your client’s competitors paid search program, otherwise you’re fighting blind. The simple truth is, PPC is a competition. You’re competing for the world’s most valuable inventory and for the top positions in an auction that you can’t just win with a wallet, bu [...]


An Easy-To Follow Method For Ad Optimization & Testing

Most of us in the PPC world know that testing ads is a great idea - almost necessary optimization work. There are plenty of articles around the web expounding the benefits: increase QS, lower costs, boost conversion rate ... all good stuff. In this article, let's tackle the basic block and tackling necessary to get ad testing up and working for you. What Ad Is Better? With ads, as with keywords, this is not always black-and-white. There are many metrics we can measure, but which should we focus on? What is better -- Higher CTR or higher conversion rate? More Revenue or more margin [...]


How To Build Business By Focusing On Click-Throughs & Conversions, Not Just Rankings

Many website owners obsess over organic keyword rankings. Our clients often tell us, "We have to improve our rankings for "keyword X!". However, focusing on rankings as the primarily goal of SEO will not likely deliver the results most site owners want which is to increase business from their websites. In this example, we  will use a client’s Google Webmaster Tools and Google Analytics to choose the best keywords to focus on first, those bringing searchers to the website who are converting into leads. Improving Rankings May Not Lead To Increased Click-Throughs A past client, a media pl [...]


How To Boost Brand Exposure On A Fixed Budget

It’s easy to increase brand presence in search... if you have the budget. But more often than not, search marketers feel trapped by their fixed budgets, and wonder how they can possibly increase branded reach without spending more money. However, it can be done. Online visibility is directly related to how many times your ads appear in the search results, which is directly related to your budget and bidding strategy. Usually, the more money you spend, the more often you appear. But there’s a way around this dynamic. One way to overcome this problem is through match types. Match types [...]


How To Convert Website Visitors To Facebook Likes

Because of its intrinsic relationship with the Open Graph protocol, there’s even more compelling reasons to use the Facebook like button than to use the official Tweet button. Like the Tweet button, the Like button is easy to install, and is highly standardized. Furthermore, the Like button is tied directly to Facebook’s analytics platform, Insights, which can provide you with valuable information about each Like button’s performance. Display Type The Like button is available in three formats. Standard, which shows the name of a visitor’s friend that has liked the page (if any f [...]


How To Convert Website Visitors Into Twitter Followers

Where the standard Tweet button gives you little control over the button’s appearance, functionality or call-to-action (you can Tweet, Tweet or Tweet) you have virtually unlimited options when encouraging users to follow you on Twitter. This is because the following action takes place on Twitter itself, rather than on your website:  you’re essentially encouraging a user to click on a link. As such, there’s more optimization and testing opportunities. Call-to-Action Your call-to-action can take the form of a text link, a linked graphic or both. This gives you the opportunity to crea [...]


How To Convert Website Visitors Into Facebook Fans

Whereas Twitter direct follow buttons are not easy to implement, Facebook makes it simple to "Like" a Page on Facebook (i.e., to become a "fan" of the person or organization represented by that Facebook Page) without actually needing to visit Facebook. The alternate method of enticing visitors to become fans is simply to link to the Page on Facebook, where there is a prominent Like button at the top of the Page. There are advantages and drawbacks to each method. The obvious benefit of a direct Like is that the user is connected in one step, without the danger of failing to click on th [...]


How To Convert Website Visitors To Tweeters

The official tweet button from Twitter is easy to implement, aggregates direct tweets and retweets in its counter, and includes a mechanism to encourage following (discussed below). These features almost certainly outweigh the slender benefits of employing third-party tweeting tools (the main benefit being more flexibility in styling the tweet button's appearance). There are a number of things that can be tested in order to improve the number of Tweets a page receives. Display Type The Tweet button is available in three versions, all versions sharing the same color, size and label ("Twee [...]


7 Approaches To Engagement Conversion, 5 Explicit Tactics For Twitter & Facebook

When you successfully encourage a visitor to share content they discover on your website, that action strongly recommends your website to that visitor’s friends, extends its reach, and increases its visibility in the search engines. That same visitor may also be persuaded to make a long-term connection with you or your business, forging an incredibly valuable bond with you or your brand. For these reasons, the structure of almost any contemporary website should advance the goal of converting casual visitors into engaged participants. For Twitter sharing a resource directly from its [...]


How Paid Social Media Advertising Can Work For In-House Programs

In-house search marketers are often struggling to find ways to grow their responsibilities. For many, the search engine marketing program itself will only get so big or complicated before it settles into a healthy size for the organization that runs like a well-oiled machine. In-house marketers who are looking to grow their skills, expand their responsibilities and experiment with something new should make a case for testing paid social media marketing. Here are some ways you can put in-house marketing skills to work on campaigns to drive direct sales, fans, likes, and followers! Test The [...]


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