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

 

 

 

 

lead generation, sales, Uncategorized, website

Two Tools To Identify What Businesses Are Visiting Your Website

If your organization is offering business-to-business (B2B) services, you’d be thrilled to know what businesses are visiting your website, even though you likely believe that there’s no way of obtaining such data. But, particularly if you are an organization that serves larger businesses — think ones with 100+ employees — there’s ways to get at that data, and we think you’ll likely benefit from using both of the two distinct tools discussed in this blog post. And, the great news is that your organization is likely already using one of these tools on a regular basis!

GOOGLE ANALYTICS:

It’s a digital marketing best practice and no-brainer to have your website linked to a Google Analytics account. That way, you can take advantage of all the rich website visitor demographics and behavior data tracked there, including data related to which businesses are visiting your website. If you don’t have a Google Analytics account set up, you can set one up for free and it only takes about 15 minutes (if you need help, e-mail us).

So where do you go to access business visitor data? Once you’ve signed into your Google Analytics account, access “Audience” from the left-hand menu bar, then “Overview”, and then scroll down the Overview page to the “System” section, and click on the “Service Provider” link. This will call up a list such as the one below Google Analytics generated for our own website.

ISP listing from Google Analytics.png

The service providers referenced are also known as ISPs or “Internet Service Providers.” Wikipedia does a great job of explaining the roles of ISPs and who can operate one: “An Internet service provider (ISP) is an organization that provides services for accessing, using, or participating in the Internet. Internet service providers may be organized in various forms, such as commercial, community-ownednon-profit, or otherwise privately owned.”

When organizations are large enough, such as colleges or universities, they often create their own ISP to meet their internet needs — so voila, searching through your full report of ISPs for the names of businesses that aren’t your standard ISPs (AT & T, Comcast, Verizon, local electric companies, etc.) providing internet services to consumers or smaller businesses — might give you a bunch of new leads to add to your sales pipeline.

If you check this Service Provider/ISP list regularly, you’ll be discovering on a timely basis which large organizations have been visiting your site, and can reach out to them while they are still a “warm” or “hot” lead, and therefore, likely still in research and procurement mode for the particular services you offer.

LEAD FORENSICS:  

Similar tools to Lead Forensics may exist, but since we’ve held phone and e-mail discussions with Lead Forensics, and believe their tool and customer service to be good, we will speak to their capabilities related to tracking which businesses visit your website. Their solution allows you to add tracking code to your website that ultimately will allow you to learn the names of business organizations associated with individual device IP addresses that visit your website. In keeping with GRPR data privacy guidelines, no business organizations should be attempting to capture and share the full IP address of an individual/individual’s device who visits their website, but the code that Lead Forensics will provide you with, when you sign up for their services, does not track or reveal a distinct individual’s IP address. Instead, it provides the name of the business and the office location associated with that IP address.

In sum, by using a tool like Lead Forensics, you’ll have access to a new source of business leads — organizations who have demonstrated at least some level of interest in your services. You can follow up with them in whatever fashion feels most comfortable — whether it be calling that business organization’s office and saying that someone at their organization had expressed interest in learning more about your services, or saying that you are able to track what business organizations visit your website and you saw that someone from their organization had visited your site. Hopefully, whomever you phone chat or e-chat with at a particular prospective client organization will be willing to connect you with the right individual with whom you should discuss your services.

Let us know how we can help you take advantage of the two lead-generating tools discussed above. We can’t wait to hear if and how you used them to grow both your sales pipeline and actual sales.

 

integrated marketing, landing pages, Memorability, online advertising, remarketing, Uncategorized, website

Reminding with Remarketing

If you’ve ever visited a website, particularly a consumer goods/retail one, and then, had ads presented to you on another website or web property related to the products you  looked at on that original site, you’ve been remarketed to or retargeted. Last Friday, I was looking at some home furnishing stores’ websites for some new bar stools. I spent a fair amount of time on Wayfair’s site, looking at various stool options, and now the below ads are regularly being served up to me. This is as I go about my various day-to-day work activities on my computer, not because I revisited the Wayfair site.

Like many savvy marketers, Wayfair knows that remarketing advertising is an easy, and quite effective way, to remind individuals who have already shown an interest in certain products and services you offer about those particular products and services. And, Wayfair surely knows that click-thrus rates and sales generated through remarketing display ads are higher than for non-remarketing/general display advertising.

bar stools

Remarketing isn’t just for large retailers and consumer goods companies, though, and you don’t need to have the ample marketing budget they likely have to take advantage of remarketing. Whether you sell services vs. products, or whether your target audience is businesses vs. consumers, what I consider to be reasonably priced and fairly easy-to-set-up display advertising (think an ad with an image that appears on a variety of websites, including YouTube) is available through Google Ads (formerly known as Google AdWords) and their associated Google Display Network (GDN).

Using your Google Analytics account (this is also very easy to set up if you don’t already have such an account), you can create very targeted remarketing lists to whom you want your Google Ads display ad presented.  At the broadest, more general levels, you can remind individuals who visited your site of your product and service offerings by having your ads presented to all site visitors, new site visitors (visitors who came to your site for the first time), or returning site visitors (visitors who came to your site for the second time or more).  You can also target your remarketing advertising based on:

  • the page(s) individuals visited on your site
  • actions individuals did or did not take on your site, such as completing and submitting an inquiry form or making a purchase

While this post’s focus is about display advertising remarketing, since that is most well-known, most-used, and best-understood, advertisers can also remarket to individuals using what’s known as Remarketing Lists for Search Advertising (RLSA) in conjunction with Google Ads search advertising.  This latter form of advertising allows for ads to be shown to individuals who enter search terms (keywords) into a search engine. Google Ads search remarketing allows an advertiser to only have their ads presented to individuals who both type appropriate search terms into their browser AND who have visited the advertiser’s website in the past. It also allows you to set up your search advertising to indicate to Google Ads your willingness to pay (bid) more to have your search ad shown to individuals searching on appropriate terms who have visited your site before vs. to individuals who haven’t.

Whether you are already running Google Ads display and/or search advertising, or you are in the planning process for launching your very first Google campaign, you should consider adding one or both of the above-mentioned forms of remarketing to your online advertising campaigns. You’ll be reminding visitors who land on your site because of display or search advertising, as well as individuals who visit your site from non-advertising sources/channels, about how the outstanding products and services you offer are just what they are looking for!

 

keywords, SEO, target audiences, Target Marketing, Uncategorized, Understanding Your Environment, User experience, website

Are You Hurting Your Organization By Using “Internal Speak” With External Audiences?

During the past couple of months, I’ve had quite a few opportunities to discuss and help prospective and existing clients with their SEO (search engine optimization). SEO is a must for any organization that hangs a shingle. Unless your business is strictly a referral-based organization, and that’s the only way you tend to generate sales, you need to do all you can to make sure listings with links to various pages of your website appear at the top of search engine results for terms you deem relevant and desirable. That way, online “searchers” for your particular product or service can easily find you, and find you before your competitors.

Are You or Your Marketing & Sales Team Wearing Blinders?

blinders on related to seo

A critical SEO error I’ve been seeing organizations make is this — they don’t walk in the shoes of one or several of their target audiences. Sometimes, individuals responsible for sales and awareness-generation get so caught up in their organization’s inner/internal world (and in the case of this blog post, “internal” can mean internal to both your organization and your industry), they get blinders on, and are guilty of the following SEO blunders:

  • Overuse of Acronyms and Industry Terms — using acronyms or industry terms on their website that some or all of their external audiences likely won’t understand. Regardless of whether acronyms or terms you are considering using are used in a particularly industry vs. only used within your organization, before you use them, give great thought to whether any of your target audiences widely uses or would understand them, and be sure to explain what they mean to audiences who don’t — as I did with the acronym “SEO” in my first paragraph. You can do this by adding a brief explanation in parentheses after the acronym or industry term in-question, or linking to a definition or explanation elsewhere on your site or on another credible external site.
  • Creative Phrase/Name For Common Product or Service — to differentiate themselves from a competitor, coming up with a creative phrase to replace the normal or common term used for that same product or service. Organizations must keep in mind that just because they want to be known for/by this differentiating phrase, that doesn’t mean target audiences will be searching on that term, which could have a very negative impact on driving traffic to your site. Let’s say a firm offers financial planning services, but wants to refer to those services via a catchy, memorable phrase like “milestone money maximization”. If they only use the “milestone…” phrase throughout their website, searchers looking for “financial planning services” aren’t going to learn of them via a search engine search, as the search engine won’t find and index that phrase on their website.
  • Ignoring Needs of Certain Audiences — not addressing all of their audiences. As discussed above, while “internal speak”, such as acronyms and industry terms, may work for one audience, they may not work for all. For example, an organization may get client referrals from professionals such as healthcare providers, CPAs, lawyers, etc., but individuals may also come directly to the organization vs. being referred by a professional. That organization needs to make sure they use language that is understood by and resonates with both professionals and direct users of the service aka “lay people.”

One of the SEO services we offer, and with 30 years of marketing experience we’re experts in doing so, is review of websites with an objective, external eye, while wearing the shoes of each of a client’s audiences. We can fairly quickly identify where and how you might be negatively impacting your organic SEO, and ultimately, limiting sales and awareness among desired external populations, through “internal speak.”

integrated marketing, landing pages, online advertising, User experience, website

Ensuring a Smooth Landing for Ad and Link Clickers

aircraft-holiday-sun-tourism-104826.jpeg

A “landing page” is simply the Web site page that ad and link viewers arrive at when they they click on an ad or link presented to them. A leader at a former corporate marketing job of mine used to say, “tell them what you’re going to tell them, tell them, tell them what you told them.” This provides a good framework for thinking about the content and/or images that should reside on your landing page. Clickers expect to land on a page that is relevant to the content and/or images found in the ad on which they clicked or to the content that introduced a link you shared.

In keeping with the above, whether the advertiser’s objective for sharing a link or presenting an ad is to cause a sale or other desired action, or to simply create awareness of their organization or products and services among prospective customers/target audiences, it’s critical that the advertiser provide a cohesive, effective, thoughtful experience to link and ad clickers by:

  • ensuring that the Web site page on which a clicker lands contains information about the specific product, service, or topic promoted in an ad or link
  • repeating on the landing page verbiage used in an ad or in introducing a link
  • if images and branding elements such as specific colors, designs, and logos are included in an ad or link introduction, including them on the landing page as well
  • if clickers land on a Web site page from what’s known as a “search” ad, i.e., an ad that was presented to them because they entered search terms relevant to the advertiser’s product or service in a search engine, such as Google or Bing, employing those identical search terms or synonymous ones in landing page content
  • not “bait and switching” or surprising ad or link clickers. There’s no easier or better way to create ill will among prospective customers/your target audience than promoting “red wool coats” and then presenting them with information on “green rubber boots.” It’s deceptive marketing and, even if search engine advertising vehicles will approve such a misleading, non-cohesive set up with your ads and landing pages, the advertising platforms will surely ding you by charging you more to have your ads presented and by presenting your ads far less frequently than your competitors for relevant search terms. Search engines who offer advertising want to present searchers with the best possible match for their search terms. They don’t want to tarnish their own reputation.
  • creating landing pages that are clean, concise and not too busy. Ideally, landing pages would be dedicated to the product, service, or topic promoted in the ad or link and not contain information on other products, services, or topics. However, if an advertiser has time and budget constraints related to creating a focused landing page for a promotion, at a minimum, the landing page should be uncluttered enough for the ad or link clicker to easily identify the information promised via the ad or link-accompanying content — therefore, readily find what he is she was looking for.
  • making “calls-to-action” highly visible and obvious. If an advertiser’s objective behind an ad or link promotion is to cause the clicker to take a desired action on their site, whether it be purchasing a product, signing up for an e-newsletter, or completing an inquiry form, then buttons or text that call out how and where to take those desired actions should contain clear direction and be prominent.

We loved to hear what else you think makes for a smooth landing for clickers, so please do share! And, we always welcome a discussion with you about your Web site landing page challenges and opportunities.