Search Engine Optimization (SEO)
1. What is your website's objective? Is it to capture leads? Close sales? Get tons of visitors? Knowing this drives everything else.
2. What is your USP - Unique Selling Point? What sets you apart? What is your unique value proposition? Identifying this will help you pinpoint who you want or need to reach. Knowing who you need or want to reach will guide the design and content of your website.
3. Knowing your competitors will help you understand what keywords and contents they rank for, then you can determine if you will compete within the same keyword/content space or if you'll carve out a niche for yourself.
4. Keep your website regularly updated! Even better, include timely and topical content as often as possible. Great content can also include topics that don't go stale. For example, how to grow spinach vs an article on the iPhone X - the former is relevant today, tomorrow, next year and next decade, while the latter is relevant for only a period of time.
5. Including the year in your page title can really help get the clicks. Why? It identifies on the SERP whether or not the link is relevant to the search. For example, if someone is searching for how to back up a smartphone, they're most likely going to select the SERP item that has the current year vs a previous year. It can also be true that if someone has an older model smartphone, they may choose a SERP item from an earlier year.
6. Featured Snippets can get you in "position zero" above organic search results. Featured Snippets provides Google with clear information about elements of your page or article. Spend some time understanding this feature. You can go here to learn more.
7. A solid technical foundation means a properly indexed site, optimized page-load times, and a well-organized site.
8. Links-in. Links-out. When you can, add external links to your pages. Even better, work on obtaining backlinks (external links TO your website/page). How? If you have shareable content or elements that would entice organic back linking, that is the best - podcasts, infographics, surveys, etc.
9. E.A.T. - Expertise. Authoritativeness. Trustworthiness. - These are important indicators to Google regarding the quality of a website, and they become more important with the perceived sensitivity of a topic. For example, an article on health or finances, might have Google assess the E.A.T. of the source, your article/page/website.
Another Similar Way of Addressing SEO
Before jumping into the mechanics of SEO, understand basic principles of SEO. A big part of this is asking who would visit my site, why would they visit my site and what do I want visitors to do once on my site?
First, identify your sales funnel and the buying funnel. How does your SEO support each step.
Be aware of consumer phases:
Know what you want to track beyond search rankings, traffic and leads.
For example, tracking engagement activities like number of downloads, amount of content consumed, time on the website, returning visitors, bounce rate, new/returning visitors, and newslettter signups.
This may not be the most relevant destination to send visitors, or it may not be properly designed to be an optimal landing page.
For example, if you sell pens, brushes sketch pads and school notebooks, and your SEO or advertisement is targeted to artists, you would want artists to land right on your brushes product page.
Let's talk search terms and SEO. There can be and should be a range of keywods and landing points. A minimal grouping follows and consumer phases must be combined with these groupings when mapping out a search strategy.
Consider your goals and objectives and plan your search strategy accordingly.
If most of your search terms are related to your brand, then you're missing out on getting in front a good chunk of your market. This is true whether you have a strong brand or are new to the market.
Consider the Coca Cola example. If they focused primarily on their brand for search, they would miss opportunities in the general cola market.
If you are a new brand, then ask yourself, "If few people know my brand, why would I invest in a search strategy that relies on brand recognition?"
Understand your business and brand, your sales and buying funnels, and your market. Decide who in your market you want to send where. Map it out and have this be crystal clear. Once you have this completed, then applying a search strategy, advertising and SEO plan will be easier, clearer and more effective.
Facebook Zoom-like Messenger Rooms
Facebook is rolling out its new Messenger Rooms, a feature that Zoom users will easily recognize.
Messenger Rooms can be setup and participated by desktop or mobile device users, with or without a Facebook account.
Facebook introduced Messenger Rooms as "group video links that allow you to drop in and spend quality time with friends, family and people who share your interests.", and they plan on adding ways to create room from Instagram Direct, WhatsApp and Portal, as well.
Messenger's AR effects will be part of this (i.e.-bunny ears, aliens, etc), and they are also beginning to roll out new AI-powered effects like, 360-degree backgrounds, new camera filters, and new AR effects for things like celebrating a birthday or "stay-at-home camping with friends."
Messenger Rooms are built with privacy and safety features according to Facebook.
If you want to see examples of Messenger Rooms either search on Facebook for "Messenger Rooms", or visit Facebook's MessengerNews here.
LinkedIn Announces Conversation Ads
Billed as an evolution to their messaging-based ad format, LinkedIn adds a feature they call, "a choose your own path experience."
This feature allows the creation of full-funnel messenger campaigns that include multiple customized CTAs (calls to action). Examples of CTAs are webinar sign-ups, ebook downloads, and product education, just to name a few.
This is intended to help marketers serve more personalized content based on where the prospects are in their customer journey. By providing these options, prospects or customers will access the content that is most interesting to them, and providing higher quality engagement for the marketer.
LinkedIn is in the process of rolling this out and has a webinar titled, "Messaging Strategies for the Modern Marketer: Turning Conversations into Conversions"
The webinar will introduce LinkedIn's Sponsored Messaging formats, including this new format, Conversation Ads.
The full announcement from LinkedIn about Conversation Ads may be read here.
1. Declutter your office - hardcopy files and digital files
If you work from a home office, or can get into your regular office, now is a time of opportunity to declutter and organize your office files. Toss out what is not needed. Organize what is needed. Make your space an environment conducive to productivity and success!
2. Focus on strengthening or developing your relationship with your local business community on social media
Promote activities and efforts going on with local businesses and organizations. Besides being a team player, this will position you as an important member of the community and may provide some ROI on your efforts. At a minimum, it's a really solid thing to do - being helpful during a time that is challenging for most.
Here's an example of members of our local community who are reaching out to help residents of a nursing home. Giving them additional exposure, or even helping their cause, is a great way to foster a tight sense of community --> FB post. See the intro video for the campaign here.
3. Stay connected - Send a card, email or message to past and current clients.
This is straightforward and a card, email or message will go a long way, plus it's just a nice thing to do, at any time.
4. Engage or double-down on business networking - online
Many business networking groups are continuing their meetings online via Zoom, Hangouts, Skype or other tools. Many are also increasing their outreach to get more business people involved. Business networking is a tremendous opportunity to develop great relationships that may pay dividends down the road. Stay engaged!
One business networking organization that is seeing an increase in participation is a Connecticut-based organization, the Breakfast Club Networking Group.
5. Analyze your market(s) - there are businesses and organizations that are spending money during this time!
Yes many, if not a majority of, small businesses are getting hammered, but there are businesses and organizations that continue to spend and invest, which presents opportunities.
One organization you may want to explore is state and local government. They already budgeted for projects and they are going to spend those budgets. Be aware, though, that bidding on government contracts can be time consuming and costly, but it can pay off.
6. Go through your business's online assets and listings - website, social channels, etc
Now is a great time to update your website, write some articles, review your social media accounts, and ensure your online business listings are up-to-date and accurate. AKA - Digital housecleaning.
7. Review and update your financial forecasts and your financial reporting systems.
This may seem like a no-brainer, but it's not for too many business owners and marketers, including self-employed. If you haven't adjusted your sales and expense forecasts, accounting for this coronavirus economy and market - you DO have a sales and expense forecast right? - then get on it right away! If you need help and you have some available budget, speak with an accountant if you need help.
This is also a good time to review your financial reporting. If don't have a system that provides you with a financial health snapshot for your business, then look into one. Quickbooks and Xero and other accounting applications, have these built into them. If you're doing by spreadsheet, either build some report or consider moving to an accounting app.
8. Go through that To-Do list of items that accumulated.
There are probably items on that list that are no longer relevant. There may be items that deserve a higher priority now. Whatever the case, go through the list and perhaps evaluate your system of capturing To-Do's and how you catalog and prioritize them.
9. Review and update your business plan and budgets for the year.
This coronavirus economy is markedly different from the economy that preceded it. The post-coronavirus economy is going to be markedly different from both. You need to review and update your plans and budgets.
10. Stay in contact with your local and state elected representatives - You do have a voice and they need to hear from you.
These are people that are deliberating on decisions that will have impact you, your work and your business/organization. They need to hear from you. You may not believe it makes a difference, but they do listen and you can influence their decision making.
They don't know what they don't know. That's why communicating with them is so important. When you communicate with them, they are being given more information
You can opt to not act on this tip, and that is A-OK. Just know that others are communicating with your elected representatives.
If you have tips to share, please comment below. Feel free to share this article with friends, family and business associates.
We at Digital Marketing Partner wish you good health and success!
Musings, thoughts and perspectives from the Digital Marketing Partner team
Free Blog RSS Feed