Weekly Roundup #9

Welcome back to our weekly round up. We have some great links for you to click as you get ready for the weekend, so read on to see what happened in our world last week!

Why Marketing Flywheels Work

A “Marketing Flywheel” is a continuously improving set of repeatable, tactical investments that are easy to scale and decrease in friction as they do. There are many different applications of the flywheel that work differently for every industry, but the bottom line is that they work! SEO and Content marketing for example work together on the flywheel to help propel growth while requiring less and less effort each time as authority and content power grows.

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Social Media Optimization Tips to Help Your Website Rank

Social media provides a lot of upsides to brand and business development. It helps fill the gaps while your website works its way through Google’s rank and builds brand awareness that helps your potential customers know what to look for in search engines. Not to mention it’s a creative sandbox to let your design team really express themselves and build a vision for the brand.

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New Google My Business features aim to help SMBs pivot and survive COVID-19

It’s no secret that small businesses have been hit particularly hard these past few months. The good news? Many people and companies are keen to help. In fact, Google reported searches for “how to help small businesses” spiked in March, increasing more than 700% since February. That’s why they’re focussing efforts on helping lift small businesses using google my business features. See if there’s something you’re missing.

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What Does ‘SEO Ranking’ Mean For Your Website

Ranking is a word we use a lot in the world of search engine optimization, but do you know why? It’s because ranking is a placement won based on how you perform against the ranking signals in comparison to your competitors. There are over 200 ranking signals, so you can’t expect any one page to hit them all. It’s all about how rank in comparison with the competition.

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How Universal Search Works

Universal search makes your site and/or content accessible across multiple databases through a single search box. Simply put, it helps search engines do their favorite thing: getting to the info you want more quickly! It isn’t new, but its optimizations are frequently overlooked. These optimizations come with potentially huge opportunities, this article covers a few of the many things to keep in mind. Also important to note is that devices and technology are changing rapidly, so keep an eye out for another universal search transformation. 

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Weekly Roundup #6

Thanks for clicking in to our 6th weekly roundup. We’re sharing a quick overview of our favourite links from the week to help keep you up-to-date!

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This Week’s Digital Marketing Articles

Get to know your audience with Google Analytics

Google Analytics has everything you need to get a full view of your visitors – if you know how to use it. This article walks you through the overview reports, how to use them to gather important insights on your online visitors and how to best implement this data into your business strategy.

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Why these three content types are winning quarantine season

With people spending more time online, there’s a great opportunity to woo them with content. The three “winning” content types during quarantine have proven to be: educational, motivational and content related to building virtual communities. This article analyzes ways they have proven to be effective and how brands can benefit from adapting their marketing strategies.

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Google: If choosing between desktop or mobile site, choose mobile 

Recently there has been a lot of buzz around desktop regaining ground over mobile. This has many of us wondering: should we to optimize the desktop or the mobile version of our websites first? Senior webmaster, John Mueller’s, response is: focus on mobile. Check out this post for the full response.

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We analyzed 11.8 million Google search results & here’s what we learned about SEO

Backlinko’s & Ahrefs’ analysis reveals some interesting facts about search. Like we talked about last week, examples can we a great way to learn, this thorough study helps us better understand the correlation between SEO factors and ranking in the SERP, and gives us some inspiration on where to focus when optimizing your site for search engines. Take a look, and of course, take it with a grain of salt. 

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Weekly Round Up #5

Thanks for clicking on Ogno’s Weekly Roundup. Here we share a curation of our favourite articles from the week. If you’d like this delivered directly to your inbox, subscribe to our newsletter.

Let’s get started!

The Most Underrated Online Marketing Tactics You’re Probably Not Taking Seriously

https://blog.hubspot.com/marketing/underrated-marketing-tactics

It’s not news that the world of marketing is a big one. Once you understand your target audience there are a plethora of avenues you can take to connect with them. It can get pretty overwhelming actually. Hubspot has put together a list of some more tactics that may not be top of mind but have the potential to be incredibly effective. See any you might be interested in trying? 

SEO examples that help us answer: what is a good website?

https://www.ogno.io/seo-examples-of-good-websites/

There are seemingly infinite blog posts and podcasts about SEO, but sometimes you just need to see an example of having it done right. This article explores 3 sites that leverage SEO in different ways and provides some tips on what we can get from them.

Digital transformation is no longer a buzzword. It’s an imperative.

https://marketingland.com/digital-transformation-is-no-longer-a-buzzword-its-an-imperative-279082

If you haven’t already made the move to a digital business, now is the time. As the world continues to function behind screens it is more important than ever to go online. When you’re doing so be sure to keep your customer in mind at all times, get the right team (or external support) in place and be sure to take the proper steps to ensure seamless communication as you navigate the next step. 

3 Ways to Measure Link Quality

https://www.searchenginejournal.com/link-building-for-beginners/measure-link-quality/

Building links internally and externally is important for good SEO. However, not all links are created equal and understanding what makes a link relevant and useful for ranking and sales is important. This articles emphasizes the importance of clarifying the semantic relevance of the link you’re targeting, the conversion rate of site visitors and overall quality of inlinks and outlinks of the sites your targeting. 

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SEO examples that help us answer: what is a good website?

Looking at SEO examples is a great place to start when trying to improve your own website, or build one from scratch. This analysis can help answer the age old question of: what is a good website? A question most of us have asked at one point or another.

In this post, you’ll find 3 real-world SEO examples analyzed. These are meant to highlight the role Search Engine Optimization plays in building a good website, and clear up some questions you might have.

This article breaks down examples of good SEO using the following websites:

  1. Self
  2. Flightright
  3. Na-kd

By seeing SEO in action, we hope to be able to help you understand the important role it plays in helping your most valuable sales tool (your website) work harder. Let’s get started! 

SEO Example #1: Self

Our first pick for awesome SEO examples is Self.

What makes Self such an awesome SEO example? The structure of content and the design of the website work together with an effective keyword strategy to rank well on search engines.

With social distancing, aka the closing of gyms and fitness spaces, came a considerable increase in the search for fitness related content. Home workout routines spiked as people looked for ways to stay active. This is supported by Google’s latest findings related to changes in search trends & consumer behaviour,

If we combine this information with our existing knowledge of keywords, it should come the result should be no surprise. Fitness blogs and brands ranking for related keywords are seeing a considerable increase in traffic.

Self, an online magazine, explores a range of topics related to self-care and wellness for women. Self’s article about an at-home workout routine ranks in Google SERP’s top 3 on for more than 100 keywords related to the word “workout” and other variations.

The blog also ranks on the first page for over 230 fitness-related keywords. Some of them get up to 7,742 visits per month.

How? Let’s look a little closer. Here’re some lessons we can learn from Self:

Keywords usage:

This article makes great use of the keyword “workouts” and variations of it while maintaining its value to the reader. This is a classic content marketing dilemma – how to write a text both humans and robots will love? Or in other words, how to find that sweet spot in which your text is fully optimized but still sounds great for the audience reading it? Self’s article is one example!

Headings:

Also great about this article is the text separation – or in other words, the use of headings & images as a way to let the reader know which topic will be covered in the following section. The right use of headings also plays an important role in readability. By adding breaks in between the read rather than having a single block of text and no breathing space, you turn your post into a lighter reading experience.

SEO examples - Self

Design:

High-quality pictures go a long way when it comes to user experience. When reading an engaging text, aesthetically pleasing images & cohesive design can only help get your message across. From an SEO perspective, the more engaging your website is, the longer your audience will spend enjoying it (lower bounce rate) and more likely they are to convert. 

SEO Example #2: Flightright

Our second example is also related to a high-in-demand search trend – flight delays. Since the COVID-19 crisis outbreak, people have experienced flight delays and cancellations across the globe – which has caused an increase in searches related to this phenomenon.  Keywords such as “flight delay compensation” have seen a sudden increase in traffic – and consequently companies offering legal services in this area benefit greatly from ranking in these queries. In comes Flightright

What makes Flightright such an awesome SEO example? the internal architecture of their website and the focus on good user experience.

Structured data usage:

Structured data are snippets of code that can help search engines understand important information about your page & tell web browsers how to display them to your visitors. In the case of Flightright, by implementing structured data into their website’s HTML code, Google displays their link in combination with “frequently asked questions”. By doing so, searchers get information before ever deciding to click on the link – and are therefore more inclined to do so. 

The importance of positive reviews:

Once inside the Flightright website, an interesting addition is the endorsements of customers and well-known (as well as  respected) sources such as the Wall Street Journal & the Daily Telegraph. By displaying those reviews on your website, not only do you reassure your customers of your brand’s trustworthiness & authority – but also signal it to search engines. 

Compelling Homepage:

While a website’s homepage should not be expected to rank for the most competitive keywords other than the brand’s name (you should focus on cornerstone content for this) there are SEO implementations to be taken into consideration such as a clear call-to-action, a well-structured menu, a clear recognizable logo on the top left/right of the screen, and brief textual information/product images which summarize what your product is all about. Flightright is a great example of how these factors perform together. 

SEO examples - Flightright

SEO Example #3: Na-kd

Now for our final example, we’ll be taking a look at Na-kd. This might be surprising to some, but ecommerce has seen a boost in sales since consumers have switched to online solutions for their every need. Online shopping has seen a steep increase especially in relation to loungewear, sports apparel, shoes, wellness products, etc. 

What makes Na-kd such an awesome SEO example? Their content! Na-kd’s website keeps the user engaged from the outset, the images are optimized and the customer is happy to spend time without bouncing.

Customer journey:

Ecommerce websites face their own set of challenges. Not only do they need to align their product categories to their brand but also create categories that relate to how potential customers search. Na-kd does a great job at that, by keeping their top level navigation very simple. Once you mouse over the option “browse products”, you’ll get to an enhanced menu offering well-organized and intuitive categories of products. Additionally, the options of “most wanted”, “brands” & “shop by instagram” are differentials which anticipate searchers’ tendencies. Last but not least, the option to search by text or image is also great for SEO.

SEO examples - NA-KD

Integrating Social media:

Including social media in the shopping experience can be highly beneficial for ecommerce brands, as it increases engagement with customers & brand awareness. By doing so, a brand can incentivize user-generated content – which can only add to their online presence. Na-kd has ensured the integrations do not add to the page load speed, an important ranking factor.

Good social media integration

Conclusion: what we can learn from SEO examples

When in doubt on how to implement all that brand new SEO knowledge, sometimes the best thing can be to turn to those who are ranking for competitive keywords in your industry. What are their strategies – and how can you implement it into your business’ website? SEO examples

Theoretical knowledge is great – but when it comes combined with real-life examples it can be even better! 

5 SEO myths debunked

Wondering how to tell if what you’re reading falls under SEO myths, or advice to follow?

There’s tons of advice and information on SEO out there. Some of it is helpful, but some of it might actually end up hurting your overall performance and ranking on search engines. The challenge is being able to tell good information and advice from the SEO myths (aka bad information and advice).

Here’s the issue: search engines are constantly changing, so it’s impossible to understand them beyond a shadow of a doubt. Therefore, most of what SEO is and SEO practices can be seen as trial & error. Learning more and more about SEO can often make it harder to put new SEO claims and advice to the test. This leaves room for problems and misconceptions.

These SEO myths and misconceptions can usually be demystified by asking ourselves the following questions:

  • Does this SEO change benefit the user (aka searcher) in any way? 
  • Is this change in SEO measurable? (Or, how exactly would Google qualify this change, or measure its impact?)

If either of these answers turns out to be a “no”, then *ding ding ding* we’ve got an SEO myth! 

As we all know, search engines’ #1 priority is to deliver the best possible results to the searchers’ queries. So, it comes as no surprise that all ranking factors are ultimately directed towards providing high-quality and relevant results in the SERP. 

Secondly, when debunking myths, it is important to always ask the question “is this even measurable?” – if not, read no further. While it is true that Google’s algorithm is highly complex, no search engine is omnipotent. Beware of wild myths – stick with the facts.

Now, let’s take a look at a couple examples.

Myth 1: Google Sandbox

The “Google Sandbox” is a metaphor that originated in 2004 to explain why most new websites often had poor rankings in the SERP. It refers to an (alleged) filter used to prevent new sites from ranking in the search engine’s top results. 

Long story short, SEOs noticed that new sites took a while to start ranking well and believed they had to wait this period out before getting results. Think of it as a trial period – even if you’d done everything right, your website still wouldn’t reach decent rankings until this initial period ends. 

However, here’s the catch: Google has for years said that there is no such thing as the Google Sandbox.

Yet, some SEOs are confident in its existence, and might even provide you with some of their own professional anecdotes which could both support and detract from the actual existence of a sandbox. 

SEO Fact: important ranking factors like Domain Authority, Keyword Ranking and others that help Google understand and rank your site take time to develop.

SEO Myth: there is no explicit Google Sandbox. This is purely an outdated metaphor and is not a real filter applied by Google.

Myth 2: Long-form Content = Top Rankings

It is true that long-form content can improve search engine rankings. However, this is not always the case. Long-form content should not be your default if it does not make sense for your audience. There are many different factors that contribute to creating content that is classified as high-quality. The most important one is the value transmitted to the reader.

In other words, your content marketing strategy is only as valuable as your target audience thinks it is. For instance, while some might find shorter and more concise content to be more valuable, others prefer longer and more detailed texts. 

SEO Fact: when determining what kind of content to create and how long your content should be, ask yourself: “how does this content page perform when compared to other pages in the SERP?” 

SEO Myth: longer content automatically results in higher rankings.

It’s always important to remember that if all your top competitors are currently ranking with 1400 words, writing a 4000 word post likely won’t be worth your time.

Myth 3: PPC Advertising helps ranking

This is a pretty common misconception. Though not entirely untrue, it is important to understand what you’re really asking.

If the question is: does Google favour websites that spend money on pay-per-click (PPC) advertising in the organic search results? The answer is no.

However, if the answer is: does getting more relevant and high converting traffic to your website help your SEO Ranking? The answer is yes. And PPC advertising, when done right can help you achieve this.

SEO Fact: more traffic, higher conversions and low bounce rates help you achieve higher Rankings on Google.

SEO Myth: Google’s algorithm for ranking in organic search results and the algorithm used for PPC advertising are completely separate from each other. Running a paid search campaign may have positive results, but won’t automatically boost your ranking.

Myth 4: Keyword research is not necessary

This is a dangerous myth. Keyword research is 100% necessary. Keyword research, in fact, should play a critical role in your content marketing strategy and your website’s content overall.

However, it is important to stay clear of is over-optimization. 

Over-optimization is also called keyword stuffing, or using an excessive amount of keywords in your text. This inevitably detracts from the overall quality and readability of the content. Remember: the goal is not to achieve top rankings for specific keywords – but to get better results for your website overall. 

SEO Fact: good content starts with keyword research. Finding and implementing the right keywords into your text makes all the difference for your website’s performance (here we teach you how). 

SEO Myth: all keywords are created equally. Research is not needed as long as you have a lot of them.

Myth 5: Domain Age is a ranking factor

This myth is caused by the common misunderstanding that correlation = causation. 

I’ll explain. Here are two points which have caused SEOs to believe that domain age might in fact be a ranking factor:

  • Most well-established sites have older domain names. So by following a reversed logic, an old domain should mean a site is well-established.
  • Spammers tend to register and drop domains quickly. So, the logic would be that statistically more spamming sites would usually have newly registered domains.

However, Google itself has debunked this myth multiple times.

Here’s the truth: older websites simply had more time to optimize themselves and perform better in Google’s eyes. 

One clear example of this can be observed in terms of backlinks – while an older site has had more time to gather a high number of high-quality links to its pages, a new site can hardly compete with that.

SEO Fact: a well established site with quality backlinks and optimized on-page SEO and technical SEO will rank higher in Google SERPs

SEO Myth: just having an old website is enough to rank high.

Conclusion

As we can see, some SEO myths can be based on untested wisdom, small facts blown out of proportion, correlation being confused by causation – and the list goes on. 

While reading blogs and learning from experienced SEOs can definitely be a valuable part of your learning path, it is important to do it with discretion. After all, the web is a very dynamic platform.

We advise that you keep these SEO myths in mind for the next times you come across statements you do not know for certain are true. Try and test advice whenever possible before implementing measures across many pages in your website.

And last but not least: try to stay as up to date as possible with Google’s changes in ranking factors. By doing so, you’ll have (at least some of the information) straight from the source.

Weekly Round Up #2

Welcome to edition numero dos of OGNO’s weekly digital marketing round up!

We’re here to keep you up-to-date on the world of digital marketing by rounding up news on our favourite topics: digital marketing, search engines, business, startups, scaleups and innovation.

We hope you and your loved ones are staying safe in these crazy times! We’re all in this together!

Wishing you a great Friday & weekend,

-Team OGNO

COVID-19 is the time to build brand trust

https://www.ogno.io/post/coronavirus-is-the-time-to-build-brand-trust

The corona crisis has got online usage at its peak – and this might just be an opportunity to give your brand awareness an extra boost for long-term success. In this article we explain Brand Awareness & Domain Authority actually go hand in hand – and present you with 3 techniques on how to measure (and improve) your brand strength.

When you should (and shouldn’t) create long-form content

https://contentmarketinginstitute.com/2020/04/long-form-content/

Not sure how long your content should be? Longer text does not always mean better. Check out this article for some great tips on how to figure out the best way to deliver information in the most effective & captivating way possible.

Desktop search is rising amid the work-from-home surge

https://searchengineland.com/desktop-search-is-rising-amid-the-work-from-home-surge-331907

The first step for knowing how to adapt to changes in consumer behavior is to stay aware of them. A couple of them mentioned in this article include the increase of desktop usage, longer customer journeys (there’s a growing importance of micro moments), and specific vertical insights.

$6.5 million to help fight coronavirus misinformation

https://www.blog.google/outreach-initiatives/google-news-initiative/covid-19-65-million-help-fight-coronavirus-misinformation/

Google’s latest action to support the fight against COVID-19 misinformation was to provide $6.5M to the cause. The goal is to support fact-checkers and nonprofit organizations; increase the access to data, scientists & facts checks; and provide insights to health authorities.

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Weekly Round Up #1

Weekly Round Up #1

Welcome to the first edition of OGNO’s weekly round up! We’ll use this to share all the news we find throughout the week that relates to our favourite things: digital marketing, search engines, business, startups, scaleups and innovation.

We hope that you’re reading this in good health and from the comfort of your social distancing setup.

Sending good vibes your way as we head into the weekend.

– Team OGNO

Tips for getting your business ready to capture demand when things get better

How are you reallocating your resources to set your business up for future success? This article provides guidance for setting your business up for success during (and after) the COVID-19 crisis. Now is the time to think strategically. Read on for some practical tips and thoughts on how to analyse the current setting and make lemonade out of all these lemons!

Overcome This Common Marketing Mistake that Makes You Want to Quit

Overcome This Common Marketing Mistake that Makes You Want to Quit

A good marketing strategy has many factors that exist both on and offline. Every one of these factors – from keyword research, SEO and PPC Advertising, to a bus stops and billboards – begin with one very important element … the customer! This article provides tips to get your planning started on the right marketing foot to avoid running into barriers down the line.

How to Run a Successful Virtual Event [+ Examples]

https://blog.hubspot.com/marketing/run-successful-virtual-conference

Sure social distancing has its obstacles, but now is the time to get clever about our marketing tactics and how we connect with audiences who may seem further away than ever. Virtual events are a great thing to consider! Hubspot has put together a list of advice for those seeking to run a virtual event and some examples.

COVID-Consumers: Pessimistic, but spending more online

https://searchengineland.com/covid-consumers-pessimistic-but-spending-more-online-331519

Studies are showing that despite a large majority of consumers expecting a recession next year, spending online is up 30% more online. A statistic not to be ignored when thinking about your customers in these uncertain times. Make sure to continue to build your brand awareness and grow your online visibility to connect with them before the competition.

Working from home? 4 tips for staying productive

https://www.thinkwithgoogle.com/intl/en-ca/work-from-home-tips

Working from home can get tough – most of us face challenges in staying productive. Check out this article shared by Google for a couple of useful tricks that might help you get the most out of the home office experience!

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BONUS: when TikTok imitates life…

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A Letter From Our CEO

Fellow Startups and SMEs,

Our team, like most around the globe, has moved to work remotely. Though we miss seeing each other daily, we recognize that in times like these we are lucky to have work to keep us busy.

Since we are able, we would like to offer support to those who have been gravely impacted by COVID-19 (Coronavirus) and the resulting financial crisis. This is why I have decided to implement flexible payment plans. To assist businesses in strategically strengthening their online presence to position themselves for future growth.

Now is not the time to cut all expenses, but rather to reevaluate and reallocate the resources that are available. To help ease the pressure, we are offering our services for 50% off our fees, with the remaining 50% to be paid in 6 months when the situation improves.*

In times like these our expertise in Search Engine Optimization and Advertising (SEO and SEA) can be of huge help. The logic is that while people may not be looking for your product or service today, when they are there’s a 95% chance they’ll do so using a search engine (like Google) and a 75% chance that they won’t look beyond the first page of the search results. With stats like these, it’s clear that capturing customer demand on search engines is critical. In order to do so, your online presence needs solid SEO, improvements that generally need 3-6 months to take effect. Therefore, if you want to get ahead of the curve, you must invest now to outpace your competitors when people begin buying cycles once again.

We will get through this, but we will get through it much stronger if we work together.

Looking forward to a brighter tomorrow.

Sincerely,

Jeffry van Ede

*Since we do have limits to our capacity, we will need to put some restrictions on our offer. For details on how to apply for this payment scheme, please go to bit.ly/flexiblepricing

Lead Generation for Your Service Business

A key part of being successful in your field – be that product or service related – is how you handle lead generation (generating interest in what you’re selling from the right audience).

This isn’t always straight forward and the road from conception to execution can be longer than you expect.

You already know that there are differences between selling a product and providing a service. So do you know how to market yourself and your team’s ability to get a job done to help bridge the gap? Your website is an important place to start. Then you can think about your content, how you demonstrate your expertise, the community around your business and how to get them to support your marketing.

Yes, it is possible to use digital marketing to achieve this. Good marketing can be the key to increasing lead generation for your service business.

In this article, we’ll show you how to optimize your marketing strategy so your website can rank higher on search engines. A measurable way to level up lead generation for your service business.

A good website = better lead generation!

Having a well-designed website speaks highly of you and your brand. This combined with up-to-date social media accounts can have a direct impact on your sales.

According to a recent study by Forrester, 71% of users begin their customer journeys by using a search engine to discover new products and services, and 74% reported using a search engine for consideration and purchasing. People are constantly on the hunt for reputable and reliable providers. That said, if they can’t find you, or they can find you but can’t understand what you’re offering, you have a problem.

search engines are an important step of lead generation

First impressions are everything! When it comes to your business, a good website can establish legitimacy and authority in your industry.

But an important question still remains: how do you get the right people on your website in the first place?

There are many other options for achieving more traffic, and chances are, your competitors are all over them. Want to stand out and increase your customer base?

You must pay attention to your SEO and maintain a healthy website amidst constant algorithm updates.

If you work hard, follow the rules and stay up to date on trends, you’ll earn better quality traffic and increase sales.

To make it easier, here are a couple of general principles to follow for your business website:

  • Register your own domain name;
  • Host your website on a reliable provider (sometimes the cheapest does not mean the best);
  • Make sure your website loads as fast as possible;
  • Check that your website is mobile friendly;
  • Verify that your web content is targeting the right keywords in the right way.

After your website is all set (make sure to check out our article on web design here for tips), it’s time to start creating content.

Focus on creating useful content

What different people see as useful, or valuable, content will vary based on interest and preference.

Some people might find short ‘to-the-point’ content to be very well valuable, while others might prefer longer posts. A well-reasoned and very in depth point of view is not necessarily better or worse than the opposite.

Whichever approach you select, make sure they consider the audience that you’re writing for. A successful content marketing strategy, one that results in lead generation, considers the preference of the people it’s targeting.

A solid strategy also relates to the channel through which communication takes place. For example, the content you share on your business instagram should be adapted from your website. As always, with content choosing the right marketing channel is key.

Your job is to find out who your potential customers are and how to effectively communicate with them. In this process, it is important to have a clear idea of the message you wish to pass on. This message should always connect back to the service being offered – how you deliver this message matters.

finding a way to connect lead generation and content marketing

Choosing keywords that will resonate with your audience (and make it easier for Google to understand what your website is all about) plays an important role in great content.

By regularly providing high-quality content, you’re creating trust and loyalty with your visitors. This impacts their behaviour on your website. It might result in them spending longer reading the information displayed, or even converting to leads to learn more.

Changes in user behaviour on a website are easily tracked and tell the search engine that your website is relevant. Relevant websites are generally made more visible to other users with similar interests.

In other words, useful content combined with a solid integration of social networks can help even a new business can rank high on the SERP and earn a high domain authority.

Show you’re an expert in your field

There are many interesting ways that you can show your audience that you’re an expert in your field. These include (but are not limited to) creating webinars, workshops, informative blog posts, podcasts and speaking at events. By connecting in different ways, you communicate with your prospective customers on an informational level – rather than purely transactional.

homer simpson is an expert

This comes with a change in tone and intention. This is something that can create brand loyalty, communicate to users at different stages of the purchase funnel, and increase traffic – the list goes on…

When interacting with your audience IRL, make sure to build an email list and keep an eye on engagement. How many people shared your content? How many comments? This information will play an important role in your marketing strategy.

Get the most out of your community with Email Marketing

Email marketing can be a highly effective way to reach and engage with your audience. More than half of the world’s population uses email and this number is expected to increase up to more than 4.3 billion by 2023 (https://www.radicati.com/).

This channel represents an opportunity for all businesses to increase their reach, allowing them to engage and convert more leads more consistently.

As a marketing channel, Email allows for more personalized messaging based on customer behaviour. You’re able to segment your audience, and in doing so ensure that the most impactful information reaches the right people at the most efficient times.

Of course, it is important to keep in mind that email marketing, while it has the potential to be highly effective, it cannot work alone.

91% of people unsubscribe from newsletters and email lists.

For this reason, make sure to think very carefully about what message you send to which users – and combine your marketing efforts with other mediums as well.

Don’t Forget To Get Online Reviews

Transparency is becoming more and more relevant for consumers. Due to increasing access to information, it is not uncommon for potential customers to research a business before purchasing products or services.

According to recent statistics, local Google searches convert transactions 28% of the time, and effective SEO practices provide businesses with a conversion rate of 14.6%, vs 1.7% from traditional tactics.

Simply put, what people say about your business online matters. A lot. We recommend to first and foremost, make sure to provide a consistent service and customer service – and make sure to encourage clients to share their reviews on platforms such as Yelp and Trust Pilot.

In the case of negative reviews, address them openly and politely so that any bad PR doesn’t hurt your brand.

Customer ratings are especially important for service providers. They are a major determining factor for Google’s ‘top 3’ most relevant businesses for any given search.

Better reviews also mean that once you are ranked, you’re likely to receive more clicks. 54% of people visit a website after reading positive reviews about the business, and 84% trust reviews as much as they trust a personal recommendation. (https://www.brightlocal.com/research/local-consumer-review-survey/)

Partnerships To Efficiently Connect With New Audiences

Partnerships are a good way to connect with the right people to achieve solid lead generation. It is a good strategy can be to partner up with non-competing businesses whose target audience overlaps with yours.

By doing so, you increase the number of quality backlinks directing new customers to your landing page. According to Google’s ranking criteria, this adds to your domain authority, or in other words, contributes to your online exposure.

One real-life example of this could be for a catering business to collaborate with an event organising business. This way of advertising leads to a win-win situation for both parties involved, as it can lead to networking, new customers, increase in authority and exposure.

Leverage Search Engine Advertising To Amplify Your Message: Try Reeling in Customers With Incentives

Everyone wants a good deal. Special promotions are a great way to satisfy that want, and stand out from the competition. By investing in search engine advertising (SEA), you could get prospect customers’ attention on great deals to attract them to your website.

A successful promotion might cut into your profits in the short term, but at the same time (by attracting new clients) this investment often proves successful. Just remember to preserve the balance between your pricing needs and your customers’ perception of a good deal. Google Ads offers marketers a wide range of advertisement opportunities in the SEA field. These include classic text ads, product listing ads and display ads.

It is also interesting (depending on the service industry) to offer a free sample of your work before an official commitment. One real-life example of this could apply to psychologists. By offering the first 3 consultations free of charge, not only there is a higher chance for a prospective client to feel inclined to commit to the service, but also this might result in positive reviews, word-of-mouth advertising, and numerous new clients.

In Conclusion

If you’re a service provider and think the internet might be the right way for you to ignite lead generation for your business – you are 100% right. There is much to gain from adapting your marketing strategy to the newest trends. And the cherry on top: there is a lot you can do without any cost!

We highly encourage you to consider implementing search engine optimisation measures to your marketing efforts. Stand out from your competitors, strengthen your brand, generate more traffic and ultimately increase your profit.

What are you waiting for? Get in touch, we can find the best way to get started.

10 ways Google Analytics Can Help You Improve Sales

Google Analytics is an extremely powerful tool… if you know how to use it.

Once you’ve set up the Google Analytics tracking code on your website, you’ll find so many different metrics you can use to monitor and improve the SEO of your website, content marketing, Google Ads and PPC campaigns; it can be overwhelming.

But you don’t need to look at every single data point.

You only need to focus on the metrics that really matter to your business. The metrics and reports that help to identify the marketing and growth opportunities.

You might be missing out on ways to drive more conversions and boost the ROI of your marketing campaigns.

That’s why we put together 10 ways every ecommerce business (and anyone who wants to increase leads and online visibility) can make the most out of this free platform and attract new customers.

1. Social Media Acquisition

With over 45% of the world’s population using at least one social media platform,  social has become an essential component of every marketing strategy. How to reach new audiences and engage potential customers at every core.

But conversions are what matters, and you need to see how well your individual social channels are at bringing in sales and helping you grow. 

This can help you determine where to focus your efforts and what types of content should go where in order to achieve the best result.

Your Google Analytics code allows you to keep track of all of your social media traffic through the Social report. Click on the Acquisition tab in the left-hand menu, the Social tab in the drop-down menu, and then look for Network Referrals.

network referrals on Google Analytics

From here, you can see how much traffic each of your social channels is attracting, and also how many of those users convert into paying customers.

The Google Analytics Social Media report brings together all of your social traffic data into an intuitive dashboard so you can see exactly how your social media content and paid activities affect your traffic growth and conversions. Take clues on where to focus your marketing efforts from here. This should keep your audience growing in the right direction.

2. Mobile Conversion Rate

More and more people are using their mobile devices to research and purchase products online. It’s crucial that you understand how mobile users interact with your website. A bad mobile experience can make a customer 52% less likely to engage with a company. From poorly displayed content to awkward menus, there are plenty of things that can frustrate a mobile visitor.

You can see how mobile users interact with your website by clicking on the Audience tab and looking for Mobile, and then Overview.

Overview of mobile traffic on Google Analytics

Pay close attention to your mobile conversion rate and your desktop conversion rate.

If your conversion rate is much higher on desktop, that highlights that you are missing out on conversions and sales from mobile devices and that you need to focus on improving the experience for mobile users. Take a deeper dive into the design of your site and figure out how you can elevate the user experience for mobile users.

3. High Conversion & Assist Pages

Some of your SEO optimised web pages attract heaps of traffic from Google and search engines but don’t directly result in large numbers of conversions.

You can see which pages are driving conversions and sales by using the Google Analytics Reverse Goal Path located under Conversions and Goals in the left-hand side menu.

Google Analytics Reverse Goal Paths

Once you’ve navigated to the report, choose which goal you want to view, and you’ll be presented with the individual webpages that users visit before converting.

These pages are the final step of the journey before a user clicked onto the landing page or product page that resulted in a conversion.

High conversion landing pages on Google Analytics

Source

Product pages and landing pages are the deal closers, but these assist pages play a vital role in attracting traffic and nudging along a visitor to make a purchase.

Once you know which assist pages are doing the heavy lifting and priming your visitors for conversion, you can start to adjust your funnel to direct users to the content of these pages.

4. Goal Reporting

Sales – or however you measure your conversions – are the metrics that really matter to your business and marketing strategy.

Creating goals in Google Analytics enables you to keep track of your conversions and determine which marketing channels are performing best.

You want to be able to identify which channels are offering the best ROI, which channels aren’t delivering results, and which channels offer opportunities for growth.

Set up a Goal by navigating to the Admin section and clicking on Goals in the drop-down menu.

How to set up goals on Google Analytics

A goal can be a product purchase, an email sign up, or any other action that you want to track.

For example, you can set the URL of your Email Subscriber Thank You page as a destination goal and the tracking code will record every time a new visitor signs up.

After setting up your goal, you can navigate back to the Conversions tab and look at your Goal Completions to see which channels are producing the most conversions of your goal. This information is vital for determining which of your marketing channels is offering the best ROI and identifying opportunities for growth.

5. Lifetime Value Reporting

Tracking your goal conversions is important, but it’s not always the best way to judge performance. For example, let’s say that you are running two PPC campaigns and generate the following results:

  • Campaign 1: 20 Conversions at the cost of $200.
  • Campaign 2: 10 Conversions at the cost of $200.

At a glance, you would assume that Campaign 1 is producing better results and allocate more budget to that campaign.

However, if you looked at the Lifetime Value report, you might find the performance of each campaign is something like this:

  • Campaign 1: 20 Customers Spending $100 each.
  • Campaign 2: 10 Customers Spending $400 each.

You need to look at the Google Analytics Lifetime Value report to get a comprehensive view of your performance.

Click on the Audience tab in the left-hand menu, and then Lifetime Value.

lifetime value reporting on Google Analytics

Source

The Lifetime Value report will give you a much more precise overview of your channels and help you to make informed decisions to boost the ROI of your campaigns.

6. Behavior Flow Reporting

The majority of your website visitors won’t convert immediately, no matter how great your content is. Chances are that they will take their time and navigate around your site to check out what you’ve got to offer first.

You want to be able to see this journey of your website visitor and make it as smooth as possible to increase the chances of conversion.

The Google Analytics Behaviour Flow report shows you how users interact with your website. You can find it under the Behaviour tab on the left-hand side menu.

Behaviour flow of users on Google Analytics

Once you’ve located the report, you can switch between traffic sources to see how website traffic behaves according to its source. It’s also a good way to see where most people are bouncing from.

Using this information, you can help people to navigate through your website by adding CTA buttons into your content to encourage users to take the next step. You can also identify where people are leaving your website and work on those pages to increase engagement and conversions.

7. Top Referral Websites

To boost your sales, you need to increase the amount of targeted web traffic that you send to your website.

Google Analytics enables you to see the websites that are sending you traffic. Click on the Acquisition tab, then All Traffic, and look for Referrals.

Referral traffic on Google Analytics

This analytics report helps you to identify which websites are your top sources of traffic. You can use this information to increase your exposure on those sites and decrease exposure on sites that, according to the Analytics, aren’t performing as well.

Once you’ve identified the website sending you decent amounts of relevant traffic, reach out to the webmaster and offer an exchange, perhaps a free product in exchange for a review, or offer to write some content for a guest blog post to increase your exposure, boost your SEO to get found on Google, and drive more traffic to your website.

8. Checkout Behavior Reporting

There’s an 80% chance that your website visitor will abandon their cart before they complete a purchase.

The checkout process is vital to the success of any online store. You need to be able to see what’s happening as a visitor makes their way through the checkout, and make the process as smooth as possible.

From your Google Analytics account, click on the Conversions tab in the left-hand menu, then Ecommerce, and look for Checkout Behaviour.

Shopping behaviour and funnel analysis on Google Analytics

Source

With this information, you can identify which stages of the checkout process are causing visitors to abandon their cart.

For example, you might find that you see a high abandonment rate when users are asked to sign in or create an account to complete a purchase.

If that’s the case, consider creating a guest check out option so that a website visitor can skip that stage and complete their purchase.

9. Site Search

Adding site search to your website not only helps shoppers to find products to buy, but it can also provide vital information on what your visitors are interested in.

First, you need to enable site search tracking on Google Analytics.

You can find site search by navigating Analytics to the Admin section, clicking View Settings, and looking for Site Search Settings.

site search setting on Google Analytics

Click to enable search tracking and navigate to the Behavior tab in the menu on the left-hand side. Look for Site Search in the drop-down menu, and then Search Terms.

Information based on searches Google Analytics

You’ll now be able to see all the terms visitors have used to search your website. You can use this information from Google Analytics to inform your content marketing and PPC campaigns.

If you are receiving significant search volume in a particular category, you could increase the number of relevant products you offer.

10. Geo targetting

Last, but certainly not least: location, location, location!!

Figuring out what countries are most interested in your brand can help you crystallize where to spend the majority of your energy.

Google Analytics can give you exactly the overview you need. You can access this information via the audience drop-down on your menu.

Most popular locations and geos Google Analytics

It can also help you figure out where not to promote it.

For example, if you’re seeing a healthy click-through rate from certain regions, but also a high bounce rate, you can choose to exclude them from your promotional marketing efforts.

Breaking down what countries to focus on Google Analytics

Knowing where you’re most likely to attract paying customers is crucial information. Adjust your strategy accordingly!

Conclusion

There you have it! Once you know what you’re looking for and where to find it, you don’t have to wade through pages of data to identify the information that is vital to the success of your online store.

Reports and insights are just some of the bounty of useful information you can glean from using Google Analytics. It’s a valuable resource with loads of tidbits to help you equip your business to be as successful as possible.

With this information, you can attract new customers, increase the ROI of your campaigns, and drive more sales.

Questions? Comments? Want help setting this all up properly to get the optimal data? Drop us a line HERE – we’d love to hear from you.

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