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Monthly Archives: January 2016

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SearchCap: Republican Debate & Google, AdWords iOS App & Adobe Report

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By Barry Schwartz

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:

Local & Maps

Link Building

Searching

SEO

SEM / Paid Search

Search Marketing

The post SearchCap: Republican Debate & Google, AdWords iOS App & Adobe Report appeared first on Search Engine Land.

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No-Hype SEO: A Realistic Formula For Making SEO Work For Your Business, Part 2

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By Daniel Faggella

In part 1 of this series, we talked about the origins of good marketing, how SEO fits into modern marketing, why it’s the most dependable and consistent form of quality lead generation, and (most importantly) how to start your SEO machine.

Today, we’re diving into the last two levels that will take you from just generating leads to collecting a return on your leads (revenue).

Here are the four levels:

  1. High Level (search terms, PPC terms).
  2. Top of Funnel (indirect content).
  3. Blog Level (relevant blog topics and lead generation tools).
  4. Back End (marketing automation and database marketing).

Most marketers think of their marketing as having two distinct phases: attracting and converting.

The problem with this approach is that it leaves much to be desired on the third (and arguably most important) part of your marketing: trust building.

Based on my own experience, the most effective three-step process for a profitable marketing and lead generation system is attraction (collect the lead), trust building (earn their trust) and conversion (make the sale). Here is where this SEO formula starts to pay off.

Trust Building, Built Right In

Ideally, your prospects are searching you out. They scour the internet looking for solutions to their problems. By now, you have put together a list of the common phrases for which they’re searching (homework from part 1), and you’ve got a list of topics that attract interested prospects to your site (also homework from part 1).

Now, they read your articles, attend your webinars or otherwise consume your content and attribute the learning to you. You are the person who has helped them solve their problem (at least partially), and that generates an extraordinary amount of trust.

Contrast this with paid traffic, where the goal is to monetize as quickly as possible. I’m all for monetization, but one of the problems with it is that the leads you generate do not know you and do not trust you, which makes it hard to convert them into customers.

Never forget, your customers and clients are real people, not dollar bills; they have real problems, struggles and questions. Smart marketers offer help in trade for their prospects’ trust and attention, and only then do they offer the opportunity for the sale.

Next, let’s dive into level 3: Blog level.

Turn Visitors Into Leads

Armed with your list of PPC terms and your list of related interest terms, you can now go about creating your blog topics and “opt-in” assets.

We’ve talked about the decision patterns of your prospects, and at this level they are likely looking for buying information. Picking up the example from part 1 of this post, assume you are a digital marketing consultant from Boston.

We identified your PPC terms as follows:

  • Email marketing consultant Boston.
  • Digital Marketing Agency.
  • Experienced Infusionsoft Consultant.
  • Landing page optimization expert.

Your top-of-funnel terms include:

  • How To Make Better Email Newsletters.
  • How To Create Profitable AutoResponder Series.
  • Compare Infusionsoft to Hubspot.
  • Case Study of Email Marketing for eCommerce Business.

You’ll want to grab a pen (or open a spreadsheet) and begin crafting “opt-in” assets that can take an interested visitor and turn them into a lead. They’ve read your blog post titled, “How to Make Better Email Newsletters,” and now they want more information. This is where SEO begins to pay off.

In this case, you could have a white paper titled, “White Paper: How To Double Your Profits Using This Proven Newsletter Template.” The catch: this piece of content is “gated,” meaning the visitor must trade their contact information to download the white paper.

This is most likely not a problem, because they’ve likely searched for you on Google (using your PPC terms, such as “Email Marketing Consultant Boston”), found your site and read your articles (including “How to Make Better Email Newsletters”), and now they have trust in the fact that you are indeed the expert and are interested in helping them. They’re primed to download this white paper and become a lead.

See how this works?

Next up, you need a regimen that will maximize marketing outreach until they become a sale. That’s called “database marketing” or “back-end marketing,” and it’s Level 4 of our SEO system.

The Final Level: Turning Leads Into Money

When a lead comes into your universe, it’s important that they are segmented appropriately from the beginning. In other words, if a lead comes through the system outlined above, they are (obviously) interested in creating newsletters that create sales for their business.

Of course, you don’t want to start hitting them over the head with sales messages on unrelated topics, as they are likely to opt out. However, if someone becomes a lead off of a white paper titled, “Infusionsoft Vs. Hubspot: Pros and Cons Revealed,” then you can certainly pitch Infusionsoft, as they have shown direct interest. Segmentation is very important in making sure your SEO creates actual profits.

Autoresponder sequences can now be geared up to offer more information, more training, and sales messages specifically tailored to the type of offer the lead wants to buy. For each top-of-funnel term, you are going to need an “opt-in” offer and an autoresponder sequence specifically written for that term.

So here’s our sequence:

PPC Term > Top-Of-Funnel Content > Opt-In Asset > Custom Autoresponder

And here’s how that would look with the examples given thus far:

Email marketing consultant Boston (PPC Term) > “How to Make Better Email Newsletters” (Top of Funnel Content) > White Paper: How To Double Your Profits Using This Proven Newsletter Template (Opt-In Asset) > 12 emails directing to content and training and offers for email newsletter services

This is a powerful marketing tool for any e-commerce business. When you use your autoresponder sequences to push people back to related blog posts and content, it not only can generate more profit, but it also has the potential to further boost your SEO rankings. Think of it as a cyclical system that can be adapted to fit almost any industry.

If you have any questions related to your specific industry, please ask me on Twitter.

The post No-Hype SEO: A Realistic Formula For Making SEO Work For Your Business, Part 2 appeared first on Search Engine Land.

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Search In Pics: GoogleBot Band, Inside Out Post-It Art & Hangouts Pillow

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By Barry Schwartz

In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have and more.

Google Hangouts Pillow Selfie:

Source: Google+

Google Inside Out Post-It Art Work:

Google Inside Out Post-It Art Work
Source: Google+

Google Top Contributor Summit Swag Bag:

Google Top Contributor Summit Swag Bag
Source: Google+

GoogleBot Rock Band:

GoogleBot Rock Band
Source: Twitter

The post Search In Pics: GoogleBot Band, Inside Out Post-It Art & Hangouts Pillow appeared first on Search Engine Land.

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3 Reasons B2B Marketers Must Embrace Mobile… Now

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By Patricia Hursh

We’re all familiar with recent statistics that illustrate the growth of mobile device usage. Over the last few years, we’ve seen internet usage on mobile devices grow to exceed PC. In 2015, Google announced that mobile searches now exceed desktop searches on their search engine. And it’s estimated that nearly 75 percent of the US population now owns a smartphone.

Mobile is clearly a critical element of any successful marketing strategy. But what does increasing mobile usage mean specifically for B2B marketers? Why are so many B2B companies slow to adopt mobile marketing strategies, and how will this ultimately impact their business success?

Here are three critical reasons B2B marketers need to embrace mobile… now.

1. Mobile Impacts Fundamental Marketing Metrics

Mobilegeddon might not have been the digital marketing calamity many were expecting, but B2B marketers must realize that there are significant and fundamental risks associated with not having a mobile-friendly website.

According to CWS, businesses that do not provide a solid mobile experience encounter the following:

  • A drop in organic ranking.
  • A loss in mobile site traffic.
  • An increase in bounce rate.

I believe that many B2B marketers remain unaware that providing a less-than-optimal mobile experience is jeopardizing fundamental online marketing success metrics such as visibility and website traffic.

2. Mobile Is Required For Customer Engagement

In addition to ensuring brand visibility and driving traffic, mobile-friendly websites increase customer loyalty, sentiment and engagement. Here’s a sampling of facts from a Google study entitled What Users Want Most From Mobile Sites Today.

  • 74 percent say they are likely to return to a company’s site in the future, if it is a mobile-friendly site.
  • 48 percent feel frustrated and annoyed if a company doesn’t have a mobile-friendly site.
  • 52 percent are less likely to engage with a company that has no mobile website.

These are fairly dramatic statistics. B2B marketers can’t afford to annoy prospects and certainly shouldn’t erect barriers to engagement.

A positive mobile experience is now absolutely required to successfully interact with prospects in order to drive engagement, leads and sales.

3. B2B Decision Makers Are Increasingly Using Mobile Devices

We know that business buyers rely on the internet during their research and selection process. But did you know that more and more of these decision-makers are using mobile devices? In fact, B2B mobile usage is intensifying throughout the entire buy cycle.

Google partnered with Millward Brown Digital to survey 3,000 B2B decision makers about their research and purchase habits. According to the study:

  • 42 percent of researchers use a mobile device during their B2B purchasing process.
  • Search activity for those using a smartphone has intensified. Google is reporting a 3X growth in mobile queries.
  • B2B researchers are not just using mobile devices when they are out of the office; 49 percent of B2B researchers who use their mobile devices for research do so while at work.

It isn’t just consumer mobile usage that is growing. These days, B2B marketers, you must understand that your customers, your prospects and your buyers are using mobile devices more frequently than ever, at the office and outside of work hours, to make critical business decisions.

Get Started: Mobile-Friendly Website Tips

So how should you determine the effectiveness of your company’s current mobile experience? I recommend taking these two very simple “get started” steps:

  1. Assess and improve your Mobile PageSpeed.
  2. Understand and implement Mobile Design Best Practices.

Along with your PageSpeed Score, Google provides specific recommendations on what you should fix to improve the mobile experience. For example, in order to improve page load speed, you may need to enable compression, leverage browser caching, minify CSS, optimize images and avoid landing page redirects.

In terms of implementing mobile design best practices, you may need to improve things by using more legible font sizes, simplifying navigation, configuring the viewport and avoiding plugins.

These two resources provide a simple and effective starting point for improving the mobile experience.

Mobile, Your Competitive Advantage

Here is the bottom line for B2B marketers:

  • The mobile experience is now directly impacting your fundamental online marketing success and affecting metrics such as visibility and traffic.
  • Providing a favorable mobile experience is absolutely required to continually engage prospects and drive leads and sales.
  • B2B decision-makers are using mobile devices across all phases of the buy cycle and throughout the day (including at work).

Take a look at your website analytics data. Even if mobile traffic isn’t a huge device segment today, it is growing and will continue to do so.

Get ahead of this curve. Start embracing our multi-screen world. Turn mobile marketing into your competitive advantage… today.

The post 3 Reasons B2B Marketers Must Embrace Mobile… Now appeared first on Search Engine Land.

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Adobe: Paid Search Spend Growth Slowed In Q4, Mobile Continued To Eat Into Desktop

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By Ginny Marvin

Paid search continued to grow in the fourth quarter of 2015, but at a slower pace than the previous year, according to the latest Adobe Digital Index report.

Spend among advertisers running campaigns on the Adobe Media Optimizer platform rose 3 percent year-over-year in Q4 2015, compared to the 12 percent increase seen in Q4 2014 globally.

Growth on Google slowed to 5 percent globally, down from 8 percent the previous year. For Bing and Yahoo, growth rates declined sharply in Q4 to 7 percent, down from 36 percent in Q4 2015.

Mobile Spend Share Rises, Clicks Remain Cheaper

Smartphone share of search spent grew to 23 percent of spend in Q4 2015, up from 15 percent the previous year. Desktop saw spend share drop from 69 percent last year to 62 percent in Q4 2015. Tablet spend share fell from 16 percent a year ago to 14 percent in Q4.

Yet, even as desktop spend share falls, and mobile click-through rates keep rising, mobile CPCs actually fell 7 percent year-over-year globally.

Smartphone CPCs cost 26 percent less on average than desktop, yet mobile CTRs made significant gains in the final two quarters of 2015. CTRs were 40 percent higher on smartphones than desktop in Q4, up from the 20 percent seen the previous year and through Q2 2015.

Mobile Shopping Ad Spend Nearly Doubled

On smartphones, product ad spend jumped 95 percent among brand and retail advertisers. Desktop accounted for just 11 percent of the 37 percent spend gain seen overall in Q4 year-over-year.

Google continued to showing product listing ads on more queries. In North America, PLAs accounted for 64 percent of retail advertiser impressions in Q4, up 42 percent from the previous year. That was similar in the rest of the world, where 63 percent of retail impressions came from PLAs, up 78 percent year-over-year.

google pla impression share

Gemini CPCs Rose Relative To Google

Looking at Yahoo’s upstart (or restart) effort into search, CPCs remain heavily discounted but the gap compared to Google continues to shrink. CPCs on Gemini increased nearly three-fold relative to the search leader, rising from just 17 percent of Google CPCs in Q2 2015 to 49 percent Q4. google bing yahoo paid search q4 2015 - adobe

Bing CPCs also continued to rise relative to Google, increasing from 75 percent of Google CPCs in Q2 to 80 percent in Q4.

The Adobe Digital Index report is available for download here.

The post Adobe: Paid Search Spend Growth Slowed In Q4, Mobile Continued To Eat Into Desktop appeared first on Search Engine Land.

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New #MarketingNerds Podcast: How Audits and Analytics Can Help You Understand Your Website Traffic by @AkiLiboon

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By Aki Libo-on

In this episode of Marketing Nerds, Annie Cushing and Kelsey Jones talks about how analytics can give you a better understand of your website traffic.

The post New #MarketingNerds Podcast: How Audits and Analytics Can Help You Understand Your Website Traffic by @AkiLiboon appeared first on Search Engine Journal.

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