When putting the framework for a solid optimization campaign you have to spend some time evaluating various aspects of your site. This evaluation gives you an idea of any shortcomings the site has, what will be required to overcome the competition, and will then allow you to map out an effective strategy for success. But there is more to the evaluation than just looking at how the website currently performs in the on- and off-page analysis. In the first two parts of this series I addressed which on- and off-page elements that need to be analyzed in order for you to determine the actions necessary to create a successful campaign. But before this type of analysis is performed, there is another crucial aspect that should be analyzed first. It is nearly impossible to develop a successful marketing campaign without having a firm understanding the business itself and the goals that are to be achieved. This is true for both the SEO hired to "get results" or the business owner who is … [Read more...] about How to Uncover the Fundamental Information Necessary To Plan A Strategically Successful SEO Campaign, Part III
Recently, I talked about measuring all the important behaviors and outcomes that happen on your site that directly affect your company's bottom line (not just people buying stuff), and giving each of them an economic value, if applicable. You do this so that you've got the data you need to get a holistic picture of how your website is doing its job and the true economic impact it's having on your business. Not only that, but you get to see what's working and what's not. This way you make informed decisions about how to invest as your journey proceeds.But, Are You Listening?As every good website owner knows, collecting data and seeing what happens leaves out an all-important piece of the puzzle. To truly take action on the data you've now collected, you need to know why it is the way it is. You can dig into your data all day long, but much of the time you won't find it (the why). You only find the why by actively listening to your customers … [Read more...] about Ways You Might Not Listen to Your Site’s Customers
Back in September of 2009, I wrote a blog post that I titled Google’s 10 Oddest Patents. The first of those that I included in that list was one named Instrument for medical purposes, I included it mostly because Google was a search company, and it felt odd that Google would have a patent on a medical process. That one used “ultrasonic sound to investigate the structural makeup of biological tissue in organs and vessels.” Times have changed, and since that time, Google has restructured and put itself under a holding company structure with the name Alphabet running all elements of the company. A branch of the Company had evolved that was being referred to as “Google Life Sciences,” and it changed names recently as well, to Verily Life Sciences. What role and what kind of impact might these new subsidiary have? I was wondering if Google would make changes to the patent assignments it had made along with the name changes, and I was surprised to see them do … [Read more...] about Google Assigns 148 Medical Patents to Verily Life Sciences
Google’s latest algorithm change has impacted nearly 12% of queries. That means that a lot of sites, big and small, are looking at their web analytics reports this week and seeing devastating traffic graphs down and to the right. It can be difficult to think strategically and objectively in such a a situation and your first reactions may be panic and anger. Understandable, but if you want to restore your site’s traffic, you need actionable steps for evaluation and change. Even if it is truly the case that you were unfairly hit as a result of collateral damage, you want to spend your limited time and resources on tactics that are likely to bring your traffic back. Read on for more tactical things you can do now, and methods you might want to avoid. Ineffective Strategies What is unlikely to bring back your traffic is an appeal to public opinion or the sympathetic hearts of Google’s search engineers. Google extensively tests their algorithm changes to improve search … [Read more...] about Your Site’s Traffic Has Plummeted Since Google’s Panda Update. Now What?
When Facebook rolled out its Send button last week, I laughed. I even mocked on Twitter that Facebook wouldn’t be happy until our pages were full of buttons. But the Send button, as well as integrating other aspects of Facebook into websites, does make a lot of sense. In fact, it’s beginning to make so much sense I’ve begun to wonder if Facebook has won the battle to be the one true login. So Many Doors, So Many Keys For as long as I can remember on the web, there’s been talk about what a pain it is to remember a million passwords to sign in to a million different sites. Wouldn’t it be better if we had one universal “key” to open all those web doors? And wasn’t that was OpenID was supposed to be about? Heck, Facebook even seemed to be jumping on the OpenID bandwagon back in 2009, when it said that new users could register for Facebook using Gmail accounts, which double as OpenIDs. From Facebook’s blog post at the time: Now, users … [Read more...] about Has Facebook Become The Master Key To Unlocking The Web?
is getting a new name, Google Shopping, and a new business model where only merchants that pay will be listed. It’s the first time Google will decommission a search product that previously listed companies for free. The company says the change will improve the searcher experience, but it will also likely raise new worries that Google may further cut free listings elsewhere. “This is about delivering the best answers for people searching for products and helping connect merchants with the right customers,” said Sameer Samat, vice president of product management for Google Shopping, when explaining that by moving to an all-paid model, Google believes it will have better and more trustworthy data that will improve the shopping search experience for its users. Perhaps this will be so; perhaps not. We’ll only have a better idea when the transformation is complete. The process begins now with experiments, launches more fully in the summer and will take through the … [Read more...] about Google Product Search To Become Google Shopping, Use Pay-To-Play Model
It’s been a while since I posted an AdWords script here, so this month I’ll share an AdWords automation that manages your budgets. You can skip right to the end to copy and paste the script and run it in your account; or, for those who are interested in learning some AdWords scripting of their own, I’ll explain why and how I took an existing script from Google and adapted it to do something better. Why we need a script to manage monthly budgets One of the quirks of AdWords is that budgets are daily, rather than monthly. I hadn’t yet joined Google when they decided to use daily budgets, so I don’t know exactly how that decision came to be, but I was there for plenty of product meetings that dealt with budgeting issues. One of the most fruitless projects I recall was one where we tried to give advertisers monthly budgets while still using the underlying daily budgeting method the system was built for. Despite months of meetings, the project eventually went … [Read more...] about A script to set recurring monthly budgets in AdWords
What if I told you that you could triple your traffic, without coming up with any of your own ideas, just by getting faster at publishing your content? Is that something you might be interested in? Well, you can! And the process is incredibly easy and useful to your content strategy. Consistent idea generation for website content can be challenging. In fact, 50% of marketers say they have trouble simply coming up with enough ideas to fuel their content strategy, according to a survey by Kapost. There are a lot of shortcuts out there for coming up with more content ideas, such as curation of other people’s content or even repurposing of your own content into a new format. The benefit of live-blogging, however, is getting in front of an audience that is already online and engaged. This creates the potential for spreading your content to a wider audience, faster. There are three ways to create a high amount of impact, quickly with real-time blogging. 1. Live-Blog at Conferences and … [Read more...] about 3 Ways Real-Time Live Blogging Can Boost Your Traffic
I’ve been doing a lot of presenting recently, and I have no problem admitting that it’s tough. For those not born with natural eloquence, public speaking can be remarkably nerve-racking. But I’m getting a lot better! One of the biggest lessons I’ve learned over the last few years is that to be a great speaker, it’s key to develop a personal speaking style. Since I know I’m not the most eloquent speaker in the world, I make up for it by packing my presentations with enthusiasm, unique/proprietary data, and tons of useful content as well as plenty of dumb jokes. We can’t all deliver the next Gettysburg Address, but there are lots of small things you can do prior to your presentation that will help calm your nerves and set you up for a better presentation. Here are my 20 best tips to improve your presentation skills. P.S. If you want to see this advice put to use, it’s not too late to sign up for my webinar today with Rand Fishkin of Moz, … [Read more...] about 20 Ways to Improve Your Presentation Skills
Social media is quickly becoming the most time-consuming marketing channel. All the posting, responding to comments, discovering new networks – it never ends. Wouldn’t it be great if you could shave off some of those manual labor hours? The key to streamlining your social media marketing lies in your data and analytics – gaining insight into what works and then doing more of it. But social media analytics can be a pain in the butt if you don’t know what you’re searching for. You’ve got to know which questions to ask, and how to find the right data from the right reports in a short amount of time. In this post, I’m going to cover four questions that cut to the core of social media analytics. With each question, I’ll show you the exact data sources and reports needed to get in and out with insights for your marketing team. You’ll find out how to answer the following questions: Which posts are driving the most value for my business? … [Read more...] about 4 Ways to Streamline Your Social Media Campaigns