About a week ago, We started to notice some very unusual activity show up in our Google Analytics keyword report. Being SEO professionals we’re constantly checking this report to make sure we are getting traffic from the right terms. What we found shocked us and risked the loss of all of our search engine traffic…
It goes without saying that businesses in 2015 have to maintain a strong presence online to remain relevant and to capture their intended audiences effectively. Cross browser compatibility, responsive design, effective CMS, blogging and social media, content creation, infographics, and even apps for mobile devices are part of a global marketing strategy that continues to evolve. The one thing that hasn’t changed is that this concerted effort has to be fluid and when working with B2B channels the planning and execution are critical for success.
Business to business web design is not a new area for web designers and developers. However, the moving parts and comprehensive approach required to pull them off together can be somewhat challenging if not accounted for thoroughly. More crucial than ever before is making sure that your internal team has the skill set required to handle these moving parts. Or, for those companies that choose to outsource these operational requisites, hiring an effective B2B web design and marketing consulting agency to effectively implement the moving parts.
Each year that passes shows new trends and best practices taking shape. As 2015 begins, it is commonplace for many businesses to use WordPress as their Content Management System of choice. While some companies have not moved into this new era of out of the box plug and play web interfaces, a majority of businesses are choosing it for their website management. With millions upon millions of instances of WP coordinating business websites, it provides a unique opportunity to implement well tested and typically bug free plugins that simplify website management in ways never possible before in years gone by.
Perhaps one of the best aspects of using Word press for your CMS is that most of the themes are mobile compatible. If you consider the fact that nearly everyone you know has a smart phone in their pocket, it is evident that creating a web experience that is suitable for a wide array of mobile devices with varying screen sizes, coding languages, and functionality thresholds is paramount in levels of importance. WP themes are great at providing the responsive and mobile friendly web experience that your target B2B customers expect.
Your business is your lifeline, and the ultimate goal is to make your company money. eCommerce functionality is increasingly valuable as a channel to monetize your products and/or services. WordPress has many ecommerce cart integrations available for your operation. Planning the important sales flow from the entry web page that leads through your sales funnel to a seamless checkout process on your clients mobile phones can be one of the best investments you make to increase revenue for your company in this increasingly digital run world.
It may be time for you, as the decision maker for your business, to consider a website upgrade, redesign, or maybe even your first time web design for your business. Many times it makes sense to use a professional agency, one that does this full time and understands all the nuances and requirements, to handle this new strategy for your B2B website from start to finish. SearcherMag.net is an excellent solution that regularly plans projects of a very high caliber from start to finish. Contact them today for a completely free analysis of your business web design needs, and learn the true benefits of an expertly completed web portal creation and implementation.
Many people believe that if you build it, they will come. However, many SEO professionals have trouble with this in execution. Clearly, in the ever increasingly user search intent based positioning that search engines are utilizing, there must be a cohesive strategy behind your content production. You can read 100 articles with ideas ranging from the basic to the mundane, but at the end of the day the same rule always applies. Good SEO’s generate content that their audience wants to read, and organizes it into pieces that are easy to understand and digest.
Relate Your Content to Your Keywords
The area of expertise you are creating content for can have varying degrees of difficulty in terms of how you articulate your thoughts and ideas in relation to your target market. However, always keep in mind that it doesn’t need to be over-complicated. Ask yourself, now that you are in the know, which key points are most essential to understanding the topic at hand? Keep it simple, and don’t always assume your reader knows the back story on your topic. Being precise and concise is a good rule of thumb, and your readers will appreciate it too.
Consider Writing Articles to Answer Common Questions
Blogging seems to be all the rage and is certainly a great cornerstone for all websites. Readers enjoy variety and want to see different ways of information gathering to keep interested. Top SEO’s seek alternate ways to deliver their information in an attention capturing way. Adding articles that address typical questions are a great way to cast your net wider. Breaking the monotony of only blogging and providing user interest articles can really open new doors for ranking and user loyalty.
What About Whitepapers?
Every content piece has it’s own style. Blogging many times offers a casual way to communicate ongoing ideas with it’s readers. Social media lets you get engaged and hear real time feedback from your followers. Whitepapers sound so formal, and let’s face it, perhaps boring. However, real world use can be a huge asset for any website owner. Writing a quality white-paper can provide the platform you need to explore topics in a formal style that other mediums just don’t cater to. These expert research and analysis documents are often very educational and well produced. This unique option allows for a fantastic value added information tool for your user base, and at the same time provides the topic relevant information that search engines reward content owners for.
Clearly, there are many ways that you can deliver your ideas, business offerings, and information to the world online. Keeping in mind that diversity and user experience remain at the forefront of ranking requirements will always serve you well. The few mediums for content creation here when used as part of a well rounded SEO program will give your website the depth and variance needed to succeed with search engine optimization for 2015.
If you own or manage a business and you are on the prowl for a SEO agency, don’t take the decision lightly. If you choose the right SEO agency, your business will reap significant benefits. Opting for an agency that produces poor results could really hamper your bottom line and also serve as an enormous waste of your time. Let’s take a look at how to go about choosing the right SEO firm.
When you speak with potential SEO agencies, one of the first questions that you should ask them is about keywords. Find out exactly how they go about determining which keywords will be targeted in optimization efforts. Oftentimes, keywords are the crux of a successful SEO optimization campaign. The SEO firm that you select should have refined research methods and plans that have proven successful in the past. They should also be flexible enough to mold these efforts to fit the idiosyncrasies of your unique business.
A Review Of Your Current Website
Find out if the firms’ optimization programs will include a comprehensive analysis of your company’s website. The SEO agency’s efforts should be all encompassing. If they really know their stuff, they’ll help you improve the design, coding, navigation and content of your website. If they won’t do this work themselves, they should at least be willing to offer recommendations. These efforts really will go a long way in impacting your website’s search engine placement as well as the user’s experience. Also, consider whether the firm will study your competitors’ websites. They should be willing to perform an extensive analysis of the websites that are succeeding in your industry. If the firm isn’t willing to perform such an analysis then they won’t know how to go about targeting your competitors in the online arena.
Another key question to ask SEO vendors is whether they are willing to develop a specific link strategy for your company’s website. Aside from developing such a strategy, they should also possess the ability to promote your company’s website by way of other websites including blogs, article directories, pictures and videos. If they don’t have a solid link strategy and can’t point to examples of those that they’ve implemented in the past, don’t consider them.
Knowledge Of The Business
SEO firms should be able to point out specific on-page and off-page tactics that will improve your website. While this will require an extensive analysis of your current website, you should still ask for examples from the past where the agency has implemented these tactics. Ask them about their plan and why they think it will boost your business. If they don’t sound like they have a firm grasp on how your business operates and where you need to improve, they probably won’t be successful at SEO optimization. SEO agencies really need to know your company quite well before they can even begin to target keywords.
Respect The Formalities
Don’t overlook the simple stuff. While you might feel a bit intimidated by a group of tech geeks at an SEO agency, you must remember that you are the one who is making the decisions. It’s not a waste of time or too petty to ask how long each firm has been in business and what type of experience they have. Ask for references from prospective SEO firms. Request samples of past projects that generated positive results in the top search engines. Once you’ve gathered this information, take your time to process it all before you select the SEO agency that is right for you.
Say you want to offer your website to advertisers for extra revenue. What is the best way to go about it? One of the most popular means of internet marketing revenue generation is the PPC (Pay per Click), also known as CPC (Cost per Click). With PPC, advertisers will pay you each time their Ad is clicked on by users. There are two ways in which you can run this campaign: by doing it yourself, or engaging a third party agency to manage your PPC investment.
The three main goals for running a PPC campaign are reach, speed, and flexibility. To achieve this, you must ensure that your website is attracting the right target customer activity as efficiently as possible. You also need to understand how to set up your PPC bids, target the right customers, and undertake a coordinated advertising strategy.
There are multiple PPC management platforms that can ease the process through which you manage and sustain this venture. You should invest in a PPC management platform that can
Using analytics, you can also track the progress of your investment, and make prudent decisions for future action.Which ads are generating revenue for you? How are your bids and keywords performing? With this, you can be able to make informed decisions on what to change, including which accounts are not worth investing in. There are multiple platforms that can also manage this process of analytics for you, including Google AdWords and Analytics.
There is also the issue of managing your clients – the advertisers. Currently, there are systems that enable you to work with all your ads and accounts in a single platform, for example, Google’s MCC.
Lastly, it is always important to stay informed, and connected with the broader PPC Management community through advisory platformsand support groups. With these, you can also stay informed and up to date on the latest trends, and stay ahead of the competition.
As you see, it is possible to run and manage your own PPC campaign. However, if all your need is for your business or website to generate revenue for you, it might be too difficult to begin learning how to navigate this fairly complicated field. In addition, the PPC investment is not a once-off task, but requires constant management which could be time consuming if poorly managed. Many companies lose income, and often invest too much for very few returns.
This is where third party PPC management agencies come in. There are lots of agencies out there that are well versed in the world of internet marketing, and are skilled in ensuring that your website generates maximum revenue for you.
These agencies understand and keep up with the latest features and trends in PPC management, including key-word selection, bidding strategies, and testing. If you outsource to these companies, make sure that they have a clear understanding of your goals, objectives and expectations, and what you seek to achieve through your PPC investment. Once the agency understands what you need, they can then customize the best strategy for you.
As you can see, utilizing the services of a PPC management agency takes the load off your back, allowing you focus on critical revenue generating aspects of the business.
Direct response online advertising gives you an immediate way to create website traffic. Perhaps this is why so many companies are pouring money into direct response advertising. Nearly 60% of the $50 billion spent on digital ads in 2014 was spent on direct response advertising, according to Advertising Age. It is a form of advertising that gets results, results worth paying for.
So how do put direct response online advertising to work for you, especially on a limited budget? The key is learning to leverage low-priced options, like Google AdWords.
Currently Google AdWords is one of the top options available for businesses and websites that want a low-cost option for direct response online advertising. Utilizing AdWords gives you a number of advantages, including:
There are few advertising options that offer more visibility than Google AdWords. Because so many websites include ads from Google in their design, your advertisements have the opportunity to be seen all over the web. The level of visibility you achieve will be based to some extent on what you are willing to spend, and therefore achieve a higher Ad Rank. But you can also affect the visibility of your bid by improving its quality.
Google is interested in creating the most relevant ads it can, so the more relevant and useful your ad is, the more likelihood it will be shown to site visitors.
Google allows you to bid on where you will have your ad placed, a bid which is most commonly based on cost-per-click. This means you are offering a set amount of money for each time the ad is clicked. If the ad is not clicked by site visitors, you do not pay any money.
This gives you a very cost effective way of getting your direct response online advertising out there, while also ensuring that you only pay when the ad placement actually benefits you. While there is no guarantee that the person clicking will convert when he or she gets to your site, the ad has still completed its purpose. It got you a response.
In the old world of direct response advertising, you would come up with an ad campaign, send it out, and hope for the best. If it did not work, you would have to go back to the drawing board, hoping your next effort would be more successful.
Google has made this whole process much less time consuming, and given you far more control over how you adjust your advertisements. You can link Google Analytics with your AdWords, allowing you to get current data on exactly what visitors to your website are doing. This means you can immediately know what ads are working, and how they are working. You can see what ad was clicked, and what the person who clicked it does on your website after he or she arrives.
This means you can adjust your ads on-the-fly, and quickly duplicate your successes as you discover them.
You may choose to hire a marketing company to help you get the most out of your advertising, but this does not mean you want to give up all control. Google AdWords allows whatever marketing company you are using to put your AdWords account under an umbrella account, known as a My Client Center (MCC) account. The marketer can manage the day-to-day details of your AdWords account, but you always have access to what is going on with your account, how it is performing, and insight into how your advertising dollars are being spent.
Your website is the foundation for your inbound and outbound marketing campaigns online. Every qualified lead will be funneled through your website at some point in time. Instead of letting all of that SEO, digital advertising and online branding work go to waste, you need to take full advantage of these opportunities. As such getting your web design right is absolutely critical. That being said, you integrating direct response web design into your next website redesign will significantly help boost your bottom line. Here are the reasons why:
First, what is direct response web design?
Simply put, direct response web design is one that focuses on inciting targeted consumers to take very specific actions. Now let’s take a look at how this can help your business.
They focus on progressing the consumer to the next step in the sales process
You aren’t getting people to visit your website so that they can click aimlessly through its many pages. You ultimate goal for increasing your website traffic is to gain the business of relevant consumers. You cannot do this if your visitors are aimlessly browsing or leave as soon as they get bored with your website.
As we mentioned earlier, a direct response website is designed to incite a targeted group of people to take very specific actions. In your case, your direct response website can be used to get people to call you, email you, fill out a form or otherwise get them to move onto the next step in the sales process — as opposed to floating around your website aimlessly.
You don’t need to spend countless dollars trying to make everything look pretty
One of the most costly elements of a website is its beautification. Many companies spend thousands upon thousands of dollars just trying to make their website look cooler, sleeker and generally more attractive than the competition. This investment is often moot, because a bunch of pretty icons will not close a sale.
Direct response web design makes dumping money into they aesthetic appeal of your website even more unnecessary, because it is all about helping potential customers to move beyond the website smoke and mirrors that often frustrates them, and instead shows them the way to the products and services that they actually need.
Your website won’t be out of date
An out of date website will run slowly, be clunky to operate and look completely unprofessional. This will obviously hinder your ability to close the deal, since nobody will hang around long enough for you to convert any sales.
We cannot stress enough the fact that direct response web design is all about optimizing your website’s ability to incite consumer action. This starts with keeping people there in the first place. As such, a true direct response website will include all of the latest web design elements that will make your website intuitive, quick and professional.
You will be able to take full advantage of all of that analytics data you’ve been collecting
Analytics is a critical element of a digital marketing campaign. The data therein allows you to quickly adapt to changes in consumer habits so that you can spend your marketing dollars more wisely.
Direct response web design works similarly, learning from consumer actions to determine the best approach to inciting people to act.
Let direct response web design help your company make more money
As you boost your search engine rankings and build partnerships on the web, don’t forget about the importance of your website’s design. Direct response web design will allow you to get the most out of every online opportunity.
As you surf around the web, you may have come across a couple of ads that seem to be following you around as you jump from one site to another – Impressive, right? How much money do such companies invest in marketing to afford ads on almost every website you visit? It must be a fortune, right?
Well, guess what…you’re wrong! This type of marketing is what some marketers refer to as ‘a second chance at love’. It’s like casting a fishing net back at sea for the second time, but now with smaller holes to prey on the smaller, elusive fish. It’s considerably effective and comes at a significantly smaller price compared to paying for ads on different websites.
So, how does it work?
How it Works
Remarketing, also popularly referred to as retargeting, is directed at warm leads who after accessing your site, leave and move on to other sites. If you, for instance, accessed www.x.com and moved on to www.y.com, you might see a banner ad on the latter site specifically targeting you to redirect you back to the former. Therefore, it’s more of a personalized marketing strategy targeting specific individuals.
Remarketing is considered to be significantly more effectual than traditional banner ads primarily because of the principle of targeting warm leads. A person who visits your website has demonstrated some interest in your company and is therefore considered to be a warm lead, who may visit again and perhaps get converted into a paying customer.
Traditional banner ads usually target cold leads by profiling them according to their interests, age, sex and browser history. A sports fan who regularly Google’s on soccer for instance, may get ads on ‘adidas soccer shoes’ on a random website. This type of ads is reasonably effective but not as effectual as retargeting. For such a sports fan, remarketing would display ads on specific websites he may have visited in the past, hence increasing the chances of revisits and subsequent transactions.
Various websites have successfully used this marketing strategy to improve the lead conversion process and subsequently increase revenue. A case study by Google on the Loews Hotel Group revealed that the company had shifted 70% of their offline budget to the internet, to invest in remarketing and contextual targeting. Through that, they increased their unique site visitors by 5%, bookings by 9% and the overall revenue by 10%. Ultimately, they were able to convert $800 marketing budget to $60,000 in sales.
Setting it Up
Like any other marketing strategy, it’s critically important to track the performance of your remarketing strategy and subsequently measure your results vis-a-vis your investment. Here are some of the most important metrics to look out for:
These key metrics will ultimately give you the true results of your remarketing strategy, which in most cases, has generated impressive results.
In order to determine what the return on your investment is in your display advertising campaigns, most marketers only need two variables: the anticipated revenue generated from the advertising campaign and the cost of running the advertising campaign. By subtracting the cost from the revenue and dividing it by the cost, you can get a good idea of the percentage of return on your investment. However, this can be a rather simplistic model, particularly if you have no idea what the anticipated revenue might be. How do you then know what to budget or even if it yield results? The answer lies in three other variables that you must understand to better price your online display advertising efforts: the conversion rate, the traffic you attract, and the average amount of your order per conversion. Use these with either a PPC or CPA campaign type to determine what is best for your business.
The Difference Between PPC and CPA Campaign Pricing Models
To figure out how effective a campaign might be versus the cost, start with one of two pricing models:
Pay-Per-Click (PPC) Display Advertising – The conversion rate will depend on how well you picked keywords, but PPC tends to be very effective and the most expensive format to buy since you pay for each click on a keyword phrase of your choosing, which brings a potential buyer to your website, whether they convert or not. However, if your average order is high, you could generate handsome profits with the amount of traffic you obtain from PPC, even if some of that traffic never converts.
Cost-Per-Action (CPA) Display Advertising – Pricing for CPA is not for clicks, but rather the action taken. You pay for marketing leads (filling out a survey or contact form) or conversions. CPA campaigns are often set up as affiliate programs where you track the referral id and then give credit to the affiliate advertiser for a marketing lead or conversion. Traffic may be low to start, lowering the overall number of conversions.
Controversy of Pay-Per-Click Versus Cost-Per-Action Display Advertising Campaigns
There are marketers that favor either in both camps. Those that favor PPC will tell you that you get instant traffic with PPC, where it might take quite a bit longer with a CPA campaign as it relies on individual affiliates, not Google, to drive your advertising campaign. You don’t have to create an ad format for PPC, you just fill out your keywords and put in the sales blurb, and Google does the rest.
Marketers who favor CPA will be quick to point out that paying for every click on a link is “not fair” especially if you don’t get a lead or a conversion and that people can game the system by clicking on your links when they never have any intention to buy. This would produce excellent revenue for Google, but nothing for the campaign. They also suggest that you can end up spending more on PPC campaigns, if you’re not careful, making it hard to stick to a budget and the likelihood that your ad is placed in an advantageous position compared to other competing marketers is low when it comes to high competition keywords. So, which is better?
It All Depends on Your Business
If you are a new business trying to generate traffic, then it might be in your interest to start off with a PPC campaign to get noticed by Google right away. If you are trying to keep costs down and already have enough traffic, then a CPA campaign may do the trick.
Serving ads to people that have previously visited your website is known as retargeting. It’s a well-known fact that a small percentage of the audience will convert during a first visit. This is why retargeting has such a great appeal for marketing professionals.
Learning a bit more about the technique, it’s benefits and limitations will help you figure out whether retargeting is the way to go in order to accomplish all of your promotional goals.
The Huge Role of Ad Ranks and Positions
Ad position plays a huge role in the effect this ad has on the user, thus the concept is also critical in the world of retargeting. Numerous surveys tell us where on a page the user goes and which parts he doesn’t pay attention to.
When we’re talking Google Ads, the position depends on the Quality Score of your site and your particular bid.
Ad Quality is what influences the score the most, but you can still have a mediocre ad with huge coverage…just pay more.
Uses of the My Client Center Account Option
My Client Center (MCC) account is a tool used by professionals. Agencies and individuals who take online marketing seriously use if for several main purposes:
The bad sides of this are somewhat understandable, considering the type of service provided:
Google Partners Benefits
Google Partners is a way to connect to other business owners and advertisers. But that’s not all, via this platform, you can also reach out to consultants, digital marketing professionals and people from other sectors of the online marketing industry that can help you achieve success the easy way.
By using the platform, you’re helping your retargeting marketing strategy. How? By helping you pass the Google Analytics Individual Qualification (IQ) certificate and become an online guru yourself. Free exams and training materials are provided for the users.
Here are some of the benefits of the program:
Naturally, there are also some bad sides of all this:
The certification is available only in a limited number of languages