Being Found on Google, Customer Service, differentiation, keywords, marketing best practices, organic SEO, pull marketing, sales, Search Engine Optimization, SEO, social media, technical SEO, traditional marketing, Understanding Your Environment, website

Clearly & Regularly Communicate Solutions and How You Address Client Pain Points to Succeed at SEO

As I am and my team at Results Communications & Research, a Greater Boston SEO Company, have observed and demonstrated, succeeding at SEO goes far beyond incorporating high-volume search terms (keywords) that are the synonyms, or the exact phrases your organization employs in your digital content, for your various products and services.

Regardless of the nature of your organization, if you want to be found on Google, i.e., rank well in organic search engine results, you need to metaphorically borrow your clients’ boots and sneakers, and walk in their shoes. Why? Because often target audience members don’t enter the common/standard term for a particular product or service that you offer into a search engine like Google, including ones that your organization uses on your website or in other digital marketing materials or activities. Instead, they search for insight on how to solve a problem — whether it be a consumer/personal problem or a business one.

Let’s say you offer nutrition services that provide a number of benefits and support a number of positive outcomes and goal achievements, including helping individuals lose weight or have more energy. Your target audiences may not search on terms like “nutritionist near me” to find you. Instead, they may be putting terms like “how to lose weight” or “how to have more energy” into a search engine, such as Google.

How to Be Viewed As Part of the Solution, Not The Problem!

As an SEO agency that has been helping clients move the SEO needle since 2014, we suggest you adhere to the following game plan to support being found in Google and other search engines for the solutions and benefits you offer:

  1. gather a cross-sectional group of individuals who interact with customers or prospective customers on a regular basis, such as customer service representatives, account managers, salespeople, and marketing staff to brainstorm and document what your customers’ pain points are:
    • what ongoing challenges do they face in their daily life or in their professional life/business role that purchasing your product or engaging you for your service can help address or eliminate, or reduce the impact of?
    • what problems or solutions to problems are current or prospective clients searching on, e.g., how to improve project tracking, how to maximize my marketing budget, how to keep ice dams from forming on my roof, help for anxiety, best way to create a cohesive team. You get the picture. If you can’t gather a team — even via a video chat or conference call, consider creating an online survey to gather team members’ feedback — something we can help you with. Regardless of how you gather the info., you may want to share our “Defining Your Differentiator with Detail” blog post with individuals from whom you welcome insights. It may spark some great ideas about your target audience’s pain points and how you lessen and erase your clients’ discomforts.
  2. using the list resulting from the above brainstorm activity, use a keyword planner tool or engage an SEO expert to conduct keyword research for you, to:
    • determine which of the phrases/search terms you and your team identified are being entered most in search engines by your target audiences
    • identify high-volume (frequently used) phrases/search terms that are similar to the ones your team identified, but different from them, and therefore, additions to your list
  3. begin employing the terms that your keyword research reveals are the most frequently used ones (as long as you believe they are relevant to both the solutions to problems you offer and clients are searching on) in:
    • social media posts, profiles and hashtags
    • website content and behind-the-scene tags, known as meta tags
    • other digital and traditional marketing materials and activities to support your sales proposition and reinforce value

Need help executing the SEO game plan outlined above? We’re here to help with any of your SEO challenges, so please reach out!

digital marketing agency, Google Ads, Google Nonprofit Ad Grant, keywords, marketing best practices, Marketing Planning, online advertising, organic SEO, paid search, pull marketing, push marketing, Search Engine Optimization, SEM, SEO, strategic planning, technical SEO, website

SEM and SEO: Understanding the Difference and When to Employ Each Digital Marketing Tactic

As the owner of a digital marketing agency whose primary focus is to serve as an SEO company (a firm that helps organizations be found on Google and rank as high as possible in search engine results listings for desirable terms in appropriate geographies), I have a great passion for helping both for-profits and non-profits determine when they need to employ SEO tactics, when they need to employ SEM tactics, and when they need to employ both.

What is SEO?

So what is SEO? SEO is the acronym for “search engine optimization.” In general, when someone employs the term SEO, they are referring to non-paid-advertising tactics that are executed to support a listing with a link to an organization’s website appearing on the first two pages of Google or other search engine results for search terms that are relevant to the products, services, and solutions to problems that their organization offers. Sometimes, SEO will be modified by the terms “organic” or “technical” to indicate a large variety and number of tactics that can be implemented to support an organization ranking well “organically” in search engine results. These include, but are not limited to:

  • incorporation of high-volume search terms, known as keywords, in website content and behind-the-scenes website tags, known as meta tags
  • establishment of a Google My Business profile to support ranking well in “local search”
  • saving image/photos with file names relevant to an organization’s products, services and solutions that Google or other search engines can crawl/index

While SEO does not involve paying for advertising, there are manpower costs related to implementing one-time and ongoing organic/technical tactics, and depending on your organization’s staffing level and digital marketing expertise, you may need to hire an SEO agency, such as Results Communications & Research.

What is SEM?

SEM is the acronym for “search engine marketing” and refers to ads such as the one below that appear in the top or bottom four spots on a search engine results listing page, in Google Shopping Ads, or on other Google properties or marketing opportunities. Sometimes, you’ll hear the following terms used in lieu of SEM:

  • paid search
  • paid SEO
  • online advertising
  • search advertising
  • Google Ads or Google Search Ads (this is advertising bought related to ranking well specifically in Google’s search engine for relevant terms; you can also purchase such ads from Bing and Yahoo)
  • search text ads
  • text ads
  • PPC (pay-per-click) advertising

Organizations often employ search ads/paid search when:

  • They are in a very competitive environment, i.e., other organizations are running paid ads – causing up to four ads to appear in search engine results for desirable terms before organic search/unpaid results listings
  • They’ve only recently implemented tactics on their entire website or on a specific page of their site to rank well organically for relevant terms, and can’t wait for such tactics to impact ranking results
  • Their website or specific site pages aren’t optimized to rank well in search engine results
  • Competitor sites or other pages of an organization’s own website rank above the site page that an organization wishes to rank well for certain terms

Are There Times When It Doesn’t Make Sense to Invest in SEO or SEM?

In general, implementing technical/organic SEO tactics is a best practice. That said, the only way to know if an organization’s target audiences are actively searching to identify someone offering the services, products, and solutions that the organization offers is to conduct keyword research.

If keyword research reveals that, at least for the time-being, individuals are NOT conducting searches, relevant to an organization, then less time and money should be spent in optimizing a website to rank well organically in search results. And, it wouldn’t make any sense to invest in paid search advertising/SEM since there wouldn’t be many appropriate searchers to whom to serve up ads. In the aforementioned case, you’ll want to employ marketing tactics, such as Google Display advertising or social media advertising where you put the idea in target audiences’ heads vs. waiting for them to search for someone like you. We discussed this aforementioned strategy of creating awareness of the benefits and features of a particular product, service, or solution, known as push marketing, in our blog post “Why Keyword Research Informs So Much More Than SEO.”

As Greater Boston SEO experts, we are always here to help you identify whether SEO, SEM, or both, are the right marketing tactics for your particular organization. We assist clients in making these decisions regularly, so that they maximize marketing budgets, as well as internal marketing team’s time. And, while we never guarantee results since there are so many variables at play, we’ve helped clients, throughout the U.S., who’ve engaged our SEO agency for SEO services, appear in the top two pages of Google Search results for certain terms — when they previously hadn’t — or move from page 1 to page 2 through both SEO and SEM tactics. So, please reach out for a complimentary discussion if you need help capitalizing on SEO and SEM opportunities.

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What to Know Before You Engage Someone for SEO Services

How To Be Found on Google - Results Communications and Research

There’s two broad factors any organizations should ponder before they engage an external individual or organization to help them optimize their site to be found on Google, ideally on the first two pages of search results. These are:

  • The Reputation/Credibility of the Firm or Individual In-Question
  • The Nature of and Time Frame Associated With the Services Being Offered

How to Determine if An Individual or Firm Offering SEO Services Is Credible?

My current clients, prospective clients, and I all regularly receive e-mailed or LinkedIn requests from individuals or organizations claiming that they can and will get our website to appear on the first page of Google search engine results for terms relevant to the services or products we offer, or to the solutions to problems we provide. In fact, these SEO vendors, sometimes use the phrase “guarantee” or “guaranteed” along with it. That’s a huge, huge red flag. Without talking to you about your organization’s objectives, the target audiences and geography you serve, and the competitiveness of your marketplace — as well as researching whether or not individuals are even searching for an organization who offers your products, services, and solutions — it is impossible for these SEO vendors to know whether or not it is feasible for a listing with a link to your website to appear on the first page of Google search results.

Being Found on Search - Results Communications and Research

Another big red flag related to ascertaining the credibility of any organization who approaches you about SEO services is whether or not their initial sales pitch to you includes selling you backlinks, i.e., links to your site that will appear on external websites and blogs. As we discussed in a previous blog post, the only external organizations you want sharing a link to your site on their own site or blog are highly regarded organizations with which you have a prior relationship or with which there are some synergies. Allowing an SEO services provider to arrange for such “spammy” backlinks on your organization’s behalf will ultimately cause a decline in how you rank in search results vs. improve how you rank.

Before you engage an individual or organization to assist your organization with being found on Google, ask for examples of the types of organizations to which they have provided SEO services, how they have analyzed and documented/demonstrated the positive implications of the services they’ve provided, and the steps/tactics they took to achieve SEO success.

How Do I Know What SEO Services I Need: One-time/Initial vs. Ongoing?

As we described in this blog post, if you’ve never optimized your website for search or paid someone to do so, and particularly, if you’ve never conducted keyword research related to it, you should be starting from scratch with your SEO and engage an SEO expert to conduct an initial/one-time/one-off review of your website and execute appropriate technical/organic SEO tactics. These tactics include but are not limited to:

  • incorporating relevant high-volume keywords uncovered via keyword research within your website page content and in your behind-the-scenes/meta tags
  • help setting up and/or optimizing a Google My Business Profile, so that you rank well locally and support being found more globally on search.

Once you have completed the important SEO work outlined above, if keyword research has indeed revealed that a high volume of individuals are searching to identify someone like you, then you’ll want to continue to take actions on a regular basis — daily, monthly, or quarterly — to make sure your organization is as well-situated as possible to be found on Google for relevant terms.

Ongoing SEO Services Packages

Many SEO experts and SEO consultants, like us, offer ongoing (monthly or quarterly) SEO packages. Services offered via an ongoing SEO package engagement likely will vary, but at a minimum, we believe they should include:

  • checking to see your site has no broken internal or external links
  • testing to see that your site load speed or the responsiveness/mobile-friendliness of your site isn’t negatively impacting where your organization appears in Google search engine results
  • ensuring that any new images that are added to your site include an “alt-tag” so they will be indexed by Google
  • making sure that any new pages or blog posts that are added to your website are indexed by Google
  • writing content (that includes high-volume keywords) for blog posts, FAQs, or other site pages to support being found for those terms on Google
  • maximizing your Google My Business profile by keeping it comprehensive, current, and posting to it with the same frequency that your post to other forms of social media to support Search Engine Optimization efforts.

Got questions about what we shared above? Please reach out. We’re glad to talk you through all of this, and if appropriate, we’d love to present you with a proposal to provide you with one-time or ongoing SEO services.

Being Found on Google, digital marketing agency, direct mail, Google Analytics, keywords, marketing consultant, Nonprofit Marketing & Communications, online advertising, organic SEO, paid search, pull marketing, push marketing, Results Analysis, Search Engine Optimization, search terms, SEM, SEO, target audiences, technical SEO, User experience, website

Why "If You Build It, They Will Come" Doesn't Always Hold True

Over the past six years, as a digital marketing agency owner and marketing consultant, I’ve had so many prospective clients approach me with a specific marketing tactic/activity that they’d like me to implement on their behalf. As I’ve repeatedly expressed on social media, in other blog posts, and in my website’s content, I never encourage clients to implement or continue with a marketing activity that doesn’t make sense for them. So, as part of discussing the particular tactic for which they’d like my help, I do a “preliminary check” to see if their website is “optimized for search,” and, therefore, likely to be found by individuals searching on relevant terms for the products, services, and solutions to problems the client in-question provides. Instead of a costly advertising campaign or direct mailer, the client might be better served investing in Search Engine Optimization (SEO), which could have longer-lasting impact.

You would be amazed by the number of organizations — both large and small — who have spent significant $$ and time to launch a comprehensive, user-friendly, informative website, but didn’t realize they needed to implement off-page (behind-the-scenes tags) and on-page (content) SEO tactics in order for their site to be found on Google. Some website developers and designers are well-versed in SEO, others aren’t, and don’t offer the service automatically, or as an add-on when launching a new site.

The above means that a for-profit or non-profit organization may have invested in a beautiful, effective website as far as design, user experience, functionality (interactive tools) and content goes, but they won’t likely benefit from it to the degree to which they could/should. Their site becomes like a pretty little unknown island that no-one knows is there, and therefore, no-one visits. In sum, building their new site, didn’t mean people would come.

Another factor related to lack of visitors may be this. If the products, services, or solutions to problems an organization offers are not ones that individuals are aware of, and therefore, aren’t actively searching on, even the most-optimized-for-search website isn’t going to get a lot of visits that stem from search engine inquiries. If your product or service is a brand new one — think something you’d see on Shark Tank — your target audience may not even realize a product or service like yours exists. Or, particularly, if you’re a B2B (business-to-business) organization, prospective clients may identify an organization like yours by asking one of their contacts or colleagues for a referral.

Both of the scenarios outlined in the paragraph above equate to your organization not being able to rely on “organic search” to drive traffic to your website. But, if you want and need to confirm that individuals aren’t actively searching to find an organization like yours, read our recent post that explains how keyword research can help you figure out whether or not individuals are searching to find an organization with your capabilities.

So, what are the takeaways from everything we’ve shared so far in this post, i.e., how do you ensure “if you build it they will come?

  1. Don’t assume that searchers are searching to find you and/or what you offer. Take the following steps to determine if they are searching to find you, and how.
    • use your Google Analytics data to see what percentage of your traffic is organic (comes to your site as the result of a visitor clicking on a search engine results listing)
    • use your Google Search Console data to see for what search terms, if any, Google is presenting a listing with a link to your website in search engine results, and the # of individuals who are clicking-thru to your site as a result of it being presented
    • conduct keyword research for the specific geographies you serve to determine whether or not a significant volume of individuals is searching to identify an organization likes yours
  2. If the above exercises reveal that the percentage of organic traffic to your site is low (less than 30%), and your website isn’t being presented in search engine results for relevant search terms (keywords), but keyword research indicates a large number of individuals in your geography are searching for the solutions, products and services you offer, then you should optimize your website for search, i.e., implement organic/technical SEO tactics
  3. If keyword research indicates that only a small number of individuals in your geography are searching for an organization with your capabilities, it’s time to consider “push” vs. “pull” marketing. Push marketing is all about putting the idea of your product/service in individuals’ heads and making them aware that a your solution to their problem exists. Display vs. search advertising is just one form of this and this blog post explains the push vs. pull dynamic, but there are many other forms of push marketing, such as an e-mail campaign, print or broadcast advertising, or a direct mail campaign.

Results Communications & Research is always here to make sure your website isn’t an island onto itself, so reach out to make sure it gets the admiring visitors it deserves.

integrated marketing, keywords, Objectives Setting, organic SEO, Search Engine Optimization, search terms, SEM, SEO, Target Marketing, traditional marketing, Understanding Your Environment, website

Why Keyword Research Benefits & Informs So Much More Than SEO/Organic Search Results

Many business owners and marketers are not aware that or give much thought to the fact that keyword research and planning has implications far beyond organic SEO, i.e., beyond the putting of technical tactics in place (such as including high-volume search terms, known as keywords, in website content and page title tags) to ensure a listing with a link to an organization’s website or social media presence ranks as high as possible in search engine results for high-volume search terms relevant to the organization’s product and service offerings.

Before we get into how and why keyword research and planning extends beyond SEO, here’s Keyword Research & Planning 101:

Q: What is keyword research?

A: Keyword research is information generated by “keyword planner” tools, such as the tool that resides within Google Ads advertising manager platform, that shows the average monthly search volume (the number of people who have entered the phrase in-question into Google’s search engine over a month’s period) for search terms (keywords) relevant to the particular products and services an organization offers.

Q: How are keyword research lists generated?

A: Distinct keyword research lists are created for each of the products and services (and sometimes the sub-products and sub-services) an organization offers by walking in the heads of the various target audiences served and entering phrases (search terms) into a keyword planner tool which are thought to be ones target audiences would be using to identify providers of products and services relevant to the organization.  In addition to the nature and actual name of the products and services in-question, search terms should include problems for which target audiences might be seeking a solution, such as “how to lose weight quickly.” The keyword planer tool will then normally generate 100’s or 1000’s of similar search terms that individuals have entered into Google to identify an organization who offers relevant products or services, and their associated average monthly search volume.

Q: Why do I need to define the geography for each of my products and services before keyword research begins?

A: The phrases used by individuals to identify a provider of a particular product or service, as well as associated search volumes, may vary by city, state, part of the country, or country.

Q: What does keyword planning mean?

A: Keyword planning means going through the above keyword research exercise, and then making some decisions and outlining the actions you’ll take next related to the benefits outlined below, based on what an organization learns from analyzing and reviewing its keyword research.

key

Now, that we’ve got some terms and their definitions behind us, just what are the key benefits of doing/uses of keyword research? Keyword research can be used to:

  1. This one you’ve hopefully got down by now — Optimize your website for search (SEO), and therefore, improve how high up in search engine results a listing with a link to your website or social media presence (an organic vs. paid advertisement listing) appears for high-volume, relevant keywords entered in a search engine by your target audience(s).
  2. Inform an integrated marketing plan for one or several of your products and services by providing information on whether or not a sizable number of individuals are actively searching to identify organizations that provide the types of products and services you offer. If individuals aren’t actively searching for certain products and services, then your marketing plan will need to include more “push” vs. “pull” tactics. For example, your organization would not want to invest money in paid search advertising that is presented to searchers searching on appropriate terms, but display advertising, a form of online advertising that allows you to target individuals with certain interests or who are reading about certain topics, might be effective as a means to create awareness of your particular product or service among appropriate target. Learn more.
  3. Determine if there are new products or services you should be offering. Sometimes, a review of keyword research lists can reveal unmet target audience needs and opportunities to offer a new product or service.
  4. Determine if there are certain products or services you should be focusing on or promoting more, based on what keywords and associated search volume reveal.
  5. Uncover topics that are of interest/important to target audiences to influence what you talk about in social media posts, blog posts, videos, or sales materials. For example, you may discover problems for which your target audiences may be seeking a solution that you hadn’t thought of, and you’ll want to call that out in marketing activities and sales literature.
  6. Support non-website tagging activities, for example, what keywords to use as “tags” when you add a video to your YouTube channel or to use as “hashtags” in social media posts. Learn more about video tagging. Learn more about using hashtags in social media.

One of our SEO services for which we’re most engaged is keyword research. Reach out for a complimentary phone discussion if you’re interested in learning more about how we can help you on that front.

brand promise, competitive advantage, differentiation, keywords, organic SEO, Search Engine Optimization, search terms, SEO, technical SEO, website

Why Adjectives & Qualifiers Matter in the Game of SEO

Not that long ago, I wrote about the importance of “differentiating with detail.” The more detailed an organization can be about what makes them the best provider of a particular service or product, and therefore, how they stand out from a competitor, the better.

In somewhat of the same vein, as I help organizations of all shapes & sizes better position themselves to rank well in search engine results for the terms their target audience(s) are most regularly searching on, I’m continually reminded of the importance of detail and the benefits of “unpacking your adjectives” called out in the Schoolhouse Rock piece from my childhood below. What I’m seeing on a fairly consistent basis is this — organizations are not qualifying or describing their services or products in enough detail. They know what product or service they offer, and therefore, expect their target audience(s) will know too. The problem with this is that their target audience may not find them in the first place, through a search engine search, because the organization isn’t sending out appropriate signals via their website content and behind-the-scenes page title tags.

Here’s some examples that demonstrate the issue above:

Let’s say you’re a business-to-business (B2B) organization primarily offering consulting services to a particular industry or related to a particular function/department of an organization. You need to call that out in website page content and page title tags. For example, if your organization primarily works with higher education organizations or individuals in HR roles at an organization, you need to qualify/modify the phrase “consulting” in website page title tags and content, i.e., use terms like “HR consulting services” or “higher education consulting services.”

Only offer your products or services in a particular geography? Well, that’s another reason to break out the adjectives and modifiers like “Greater Boston”, “South Shore MA”, or “New England” in website content and page title tags like “South Shore MA digital marketing agency” or “digital marketing agency serving New England.” You wouldn’t believe the number of organizations I’ve seen with websites that have no “geographic triggers” in website content or page title tags to inform search engines where they operate/who they serve. In this scenario, it’s impossible to rank well in local search or in geographies you serve that are “not local.”

Are your services or products offered on both a wholesale (B2B) and retail (business-to-consumer (B2C)) basis or just one or the other, and is that obvious to search engines who are crawling/indexing your website content and page title tags? For example, if you offer food products that can only be bought retail or wholesale, are you making that clear through using the right modifiers like “hospitality industry food products” or “food products for the hospitality industry?” Or, “consumer food products” or “retail store food products?”

Do both businesses and individuals/homeowners need the type of services you offer, and do you only offer one or both? Make sure you spell that out through language in page title tags, such as “home roofing services”, “residential roofing services”, “commercial roofing services” or “business roofing services.” Or, “residential real estate appraisal services” vs. “commercial real estate appraisal services.”

I think you get the idea, and trust me, you’ll reap great SEO rewards just by keeping the above need to “modify” in mind when you either review an existing website from an SEO standpoint, or are writing page title tags and website content for a brand new site. And, as you go through this exercise, as our blog post reminds, think about how and when to use acronyms, industry jargon, scientific terms, internal speak, etc. to modify/qualify certain services or products you offer. Give great thought to whether your target audience(s) are using the aforementioned in the search terms they enter into a search engine like Google. If you don’t think your audiences are using those terms, forego using them in website content and page title tags, and instead, use the “lay person” terms that they are likely using.

Not sure what search terms/keywords your target audience(s) are most frequently entering in search engines to identify organizations that offer your particular products or services? Reach out. We’re keyword research and planning experts and can help you determine what phrases to focus on in website content and page title tags and how to best modify and qualify the products and services you offer.

 

 

 

 

 

Acceptance of Circumstances, brand promise, competitive advantage, keeping up with trends, lead generation, sales, staying current, target audiences, website

The Website-Horse Connection

As I continue to talk and work with clients and prospective clients related to driving target-audience traffic to their website, via a variety of digital marketing activities, I’m regularly reminded of a phrase spoken by the leader of a webinar I attended last year — “your website should be your work horse.” Whether you spell it as one word or two, as shown below, the phrase “work horse” indicates someone or something that consistently, and endlessly, accomplishes a difficult task.

workhorse definition

Now, for the second horse reference — “you can lead a horse to water, but you can’t make him drink.” Technical SEO, paid search ads, and social media posts & ads are all effective means of driving traffic to your website, but if your website isn’t your work horse, or doesn’t cause a horse to drink, all the other digital marketing tactics in the world won’t help your organization generate more leads and sales. In almost all instances, an organization would serve itself better, from a lead- and sales-generation standpoint, if it invested time and energy to support its website being its workhorse — prior to investing in and launching other traditional or digital marketing activities to increase website traffic.

In many cases, your website will provide the first and only impression an individual or organization has of your organization. Your website should reflect that:

  • you pay attention to detail
  • you care about your organization’s reputation and image
  • you care about accuracy
  • you strive to make your visitors’ life easier and you don’t want to waste their time
  • your clients and customers can expect great things from your products and services because, well, you’re a top-notch, well-pulled-together organization
  • you are relevant and current
  • you are able to make — and do take — the time to ensure your website’s information is current and links and any interactive tools on your site function properly

horse

THINKSTOCK IMAGE

Steps to make sure your website is your work horse, and that will ultimately contribute to your being the “dark horse” in your industry or niche:

  1. Make sure there are no misspellings/typos on your site and your writing adheres to good grammar principles. It’s easy enough to spellcheck and grammar-check content/copy in MS Word or other software before you load it to your site.
  2. Check your site regularly for broken links, particularly links that point to another organization’s website, since these external sites may remove or move content to which you’ve pointed.
  3. Don’t be penny-wise and pound-foolish. I won’t name any names of content management solutions (CMS) or free or inexpensive website creation tools or hosts. You tend to get what you pay for, and sites using cheap or free tools often end up looking cheap too — particularly when they allow for a website that is small and hard to read and not sized to work well on your desktop or laptop computer.
  4. Related to bullet #3 above, be sure to launch your site on a CMS that allows your website to be “responsive”, i.e., respond to the device which accesses it, whether it be a mobile phone, tablet, or desktop or laptop computer.
  5. Be consistent with where and how you use fonts and colors throughout your site. For example, use the same font and color for page headlines throughout your site.
  6. Make sure your site has a “cohesive” feel and certain pages don’t look like they belong on a different planet than other pages.
  7. Make sure your site is secure. Any website should be an https:// site vs. https:// site. Horses can sense danger, and nothing is going to cause a horse to bolt faster in this day and age of identity and privacy theft, than an indication from their browser that your site is “insecure.”
  8. Forego any kind of over-the-top dynamic video, photo, and graphic displays that are going to cause your site to load too slowly. Horses want to keep moving forward. Any kind of roadblock could cause them to take an undesired detour.
  9. Pay attention to current website trends, and when your existing site strays too far from those trends, update your site’s look and feel, so it feels fresh and relevant. Likely, you’ll need to do this at least once every five years.
  10. Include user-friendly navigation that calls out in clear language the topics that visitors would expect and want to find on a site that offers the types of products and services you offer. Related to this, create and include content & interactive tools that will ensure that visitors can accomplish what they want and need to do on your site. This should ultimately lead to sales and lead generation for your organization.
  11. In keeping with bullet #10 above, use clear “call-to-action” buttons (that link to appropriate page of your site) throughout your site that pertain to tasks your target audience(s) will wish and expect to accomplish when visiting your site, such as “subscribe to our e-newsletter” or “schedule a complimentary discussion.”
  12. Make sure any text is properly aligned and there are no extra spaces between words or inappropriate spaces between paragraphs or large blocks of text.
  13. Remove outdated documents and content, such as pdfs with information that is no longer accurate or relevant/timely.
  14. Delete events that have long since passed from your events calendar.
  15. This is Marketing/Branding 101 – but be consistent as to how you refer to your organization throughout the site and with logo use.
  16. Don’t make your site a dumping ground. Less usually is more. On any one particular page, don’t include so many call-outs and links to pdfs or other pages of your site, or so many graphics and images, that it’s impossible for your visitor to know where to focus.

As is obvious from the above, while well worth the effort, making sure your website is your work horse and, therefore, will lead the horse to drink is not for the work-shy. If the tips above, have you saying “hold your horses!”, we’re always ready to “saddle up” and get you moving in the right direction quickly!

digital marketing agency, Nonprofit Marketing & Communications, online advertising, SEO, social media, Uncategorized, website

One Digital Marketing Agency’s Story: Five Years By The Numbers

Since it will be five years next month that Results C & R hung its digital marketing agency shingle, via the launch of this website, I thought it would be a fun and interesting exercise to do a deep dive into the types of clients our organization has served to-date,  as well as the nature of the work we’ve done for them. I mean, we’re always slicing ‘n dicing our clients’ data, why not slice our own?

The graphics below should readily tell our story of the 42 clients we’ve helped (as of the date of this blog post) over the past five years, and how we’ve helped them (with ongoing or one-off/project marketing strategy development or tactic execution work). But, just to preview and reinforce what you’ll see…we’ve served a very diverse group of clients with a very diverse set of digital marketing — and even some traditional marketing — challenges and objectives.

And, while our specialties since the launch of our digital marketing consultancy have been technical SEO; paid SEO (SEM/pay-per-click ads); website revisions, revamps, and launches; and Google Analytics account set-up and data analysis, we enjoy and can help clients with a variety of marketing and market research needs!

Nature of Client Work.png

size of clients

Nature of Client Work

 

landing pages, Uncategorized, website

Three Key Benefits of Offering Visitors a Website “Contact” or “Inquiry” Form

I was recently asked by a prospective client if “contact” or “inquiry” smart forms — you know forms that an individual can complete and submit online — made a website look dated. I polled a couple of website developer/designer expert connections, and the answer was “no.” I was very pleased to hear that because I think such forms afford both the visitor to and the owner of a website the following three key benefits:

1. Website visitors can share and website owners can learn how a visitor found out about their organization or website via a question such as the following with drop-down-menu answer options like the ones shown below (and in our form at the bottom of this post):

Q:  How did you learn about us?

newspaper advertisement, link to your site from a social media post, search engine search, online advertisement, word-of-mouth, billboard, radio advertisement, TV ad, bus advertisement, train advertisement (note: when relevant, you should allow visitors to select more than one vs. forcing one answer)

Obviously, answer options should only include those marketing vehicles and tactics you are employing to drive traffic to your site. You can also gather more information about the effectiveness of certain marketing activities by including additional questions that would only be presented if a particular response was selected (known as skip patterns). For example, let’s suppose you were running several types of online ads or ads with several different messages, you could pose questions to gather more detail about the messaging or form of online advertising a visitor saw.

Before launching any kind of advertising campaign, it’s a best and critical practice to make sure you always have means, such as the above, to track which of the marketing tactics you employed as part of the campaign are most effective.

2. Visitors won’t abandon the process of reaching out to you because they get the message below when they click on a link to e-mail or contact you. Already having an Outlook program on my computer or that I access via an online e-mail service, I never know what to do when this message which encourages me to configure an Outlook e-mail account appears as a pop-up when I click on someone’s e-mail address. I’m guessing most website visitors don’t either, and likely just end up “cancelling out” of the process.

email link message

To make matters worse, some e-mail links don’t even contain the e-mail address that you can snag and then type into your mail service yourself after you initiate creating/ sending a new e-mail. Instead of a link that’s hyperlinked and labeled with an e-mail address, such as gail.moraski@gailm.sg-host.com, the link may be labeled “contact us” or “e-mail us” and take one directly to the Outlook message above. The average site visitor is unlikely to know that they may be able to “right click” on that link to see what the e-mail address is behind the link.

Why wonder if your site visitors are going to be patient enough to figure out how to e-mail you or figure out your e-mail address? Eliminate that concern with an online form.

3. Avoid Phone Calls That Can Be Awkward For Both Parties. Some people aren’t phone people. Instead of gathering information from you via a phone call — which may seem like it requires or indicates some kind of commitment to buy your product or use your services, or may simply feel awkward or cumbersome — some members of your target audience may prefer getting feedback from you via an online inquiry about your product or service. The ability to submit an online inquiry simplifies the process of their conducting initial research before they invest in a product or service — allowing for answers to questions they might have about the product or service itself and figuring out whether your product or service is the right fit for them.

Having an online contact/inquiry form doesn’t mean you still can’t include a link to an e-mail address, it just means your making it easier for prospective customers to communicate with you in a way that might be more comfortable and/or less mentally or technically cumbersome — a win-win because you’re able to gather beneficial data from your visitors to help optimize future marketing budgets and activities.

Need help setting up an online inquiry form? Use our form to reach out for help.

 

 

 

 

 

 

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SEO, website

All Backlinks Aren’t Created Equal: Some Hurt, Some Help SEO

Through Search Engine Optimization (SEO) and Google Analytics work I recently completed for a client, I was reminded, and prompted to share via this blog post, that all backlinks (links to your website from another website or blog) aren’t created equal when it comes to SEO. For years, I and most fellow marketers, have known that having links to one’s website on the websites of other creditable, highly regarded websites was a good thing as far as Google’s SEO algorithm goes. Such backlinks cause Google to view your site as also being creditable and trustworthy, and therefore, improves where your website appears in Google search engine results for search terms relevant to your organization’s products and services. But, many marketers lose sight of or are not aware of the fact that all backlinks are not “good.”

Like Anyone Else, Google Judges You By the Company You Keep

The bad backlink news is that if your website is receiving a lot of referral traffic from non-creditable and “spammy” websites, i,e., “bad” sites, it can really harm how Google treats your site from an SEO standpoint. As it should, Google has never been one to reward websites and their owners for trying to “play” or “game” them. They recognize spammy backlinks for what they often are, an attempt to improve SEO by purchasing or placing links to one’s website on low-quality sites, and Google will be less likely vs. more likely to present listings with a link to your website in its search engine results for your desired search terms. (A quick, but relevant digression: A past blog post called out how Google is more likely to reward authentic sites, and that includes sites that have “mutual admiration” relationships with organizations who respect their work, products, and services, and are willing to share links to their website.)

Based on my review of many clients’ Google Analytics data, it’s not uncommon to have a few “spammy” sites referring traffic to your website, and it’s unlikely that having a half dozen or less such sites driving traffic will cause Google to ding you significantly related to where you appear in search engine results. Of course, the aforementioned assumes that your website is reputable and relevant and meets other SEO best practices and standards, not just backlink ones.

While the purpose of this post is really to alert readers of this potential SEO danger and to explain how you can identify if your backlinks may be hurting vs. helping you, at the end of my post, I will share some experts’ thoughts on how to fix this bad SEO equation. If your site has close to 10, or many more than 10, “bad” sites referring traffic, you should take immediate steps to remedy this.

A Google Analytics data review allows you to see how visitors are finding your website. Once logged into your Google Analytics account, you can view this data by accessing the “Channels” report under the “Acquisition” left-hand menu tab as shown below.

Website Acquisition Channels - Google Analytics.png

  • direct = someone entered your website’s domain/URL directly into their browser or they had your website bookmarked
  • organic search = someone entered relevant terms in a search engine and then clicked on a link included in a search results listing
  • paid search = someone clicked on an online ad as part of a online advertising campaign you ran on a search engine advertising platform, like Google Ads
  • social = someone clicked on a link to a page on your website included in a social media post on Facebook, Twitter, LinkedIn, etc.
  • referral = someone clicked on a link to your site found on a website or blog

An immediate red flag — one I saw with the client that I referenced at the top of this post — is, in most cases, when too large of a percentage of your website traffic is “referral” traffic. Ideally, your two largest traffic channels would be “direct” and “organic search.” If the percentage of traffic associated with these two latter channels, individually, is lower than the % of traffic from “referrals”, that’s an indication that you could be driving a lot of traffic to your website from “spammy” sites. Let’s face it, the folks you most want visiting your site are quality visitors, i.e., current/returning customers and individuals who have found your site because of a relevant search engine search.

Your next step in assessing whether your SEO is likely being negatively impacted by “bad” backlinks is to click on “Referral” where it is listed under the “Default Channel Grouping” in Google Analytics, as shown in the image above. A list will immediately be generated showing you the various websites and blogs that are referring traffic to your site. It should be pretty obvious to you by the names of the referral sources which ones aren’t reputable blogs and websites with which you want your own website and your organization to be associated.

Bottom line is this — whether you intentionally had an organization who claimed they could improve your SEO purchase/provide/set up such backlinks on your behalf, or such backlinks were established by someone your organization did not engage for SEO help or who is not affiliated with your organization and who was/is looking to negatively impact your organization and SEO results, you’ll want to eliminate spammy backlinks since they’ll harm you in the long run.

Learn more from experts, including Google themselves, about backlinks and get advice on how to resolve “bad” backlink scenarios, or reach out to us for assistance.

https://prowly.com/magazine/stop-spam-backlinks-ruining-google-reputation/

https://support.google.com/webmasters/answer/2648487?hl=en