Archive for January, 2012
How Steady is Your SEO Aim?
Thursday, January 26th, 2012
If you have ever fired a gun, bow, or other weapon, then you probably already understand why master hunters will tell you that a bullet or arrow isn’t nearly as important as the concentration of the person behind it. In other words, you are only as good as your focus, and it’s best to take one target at a time.
Not surprisingly, the same principle applies to search engine optimization.
It’s easy to fall into the trap of trying to be everything for every potential customer, or targeting a half-dozen potentially profitable keywords and phrases on every page. Resist the urge. The best SEO content isn’t the longest, or even the most keyword-rich, but the content that’s pointed firmly in the right direction.
Here are three quick tips to help you study your SEO aim:
Target one keyword or phrase per page. Pick one term to focus on, and then devote your webpage, blog post, or article specifically towards it. That will keep you from having to form awkward sentences and headlines to mention it two or three times. Once you have targeted that keyword or phrase a few times, move on to the next one.
Make a keyword list and move through it. That approach is going to take more time, but you’ll achieve better longer-term results by thinking week to week and building slowly, rather than trying to optimize your site for dozens of keywords at once. Remember that good SEO takes a little bit of patience.
Know where your profits are. The keywords you should target first aren’t necessarily the ones that get the most traffic, but the ones that convert at the highest rate. Know your metrics well enough to identify them, and concentrate your firepower where it matters most.
Concentration, focus, and persistence are more important to search engine optimization than almost anything else. Keep that in mind and you’ll always be firing your optimized content with a steady hand. SEO can be confusing and many businesses don’t understand how it all works, Design Extensions can help your website rank higher, for the keywords that people actually use, that convert searches to dollars.
Hourly Billing & The Treadmill
Wednesday, January 25th, 2012I’ve been running a lot more lately, not because I like it, but because I need to. I do some of my best thinking while I’m running and today I realized that hourly billing and the treadmill have a lot in common
The goal today was to run for 30 minutes. I don’t like to run for time, I prefer to run for distance. When you run for time, there is no incentive to go faster or at a higher incline. The goal is simply to run for 30 minutes. Now “running” for 30 minutes at a 4 mph pace is very different than running at a 7 mph pace. But if the goal is to just last 30 minutes, there is no incentive to go faster because it’s going to take 30 minutes regardless of how fast you are going.
I like to run for distance because it pushes me to get done sooner. You can run 3 miles in 30 minutes or you can take an hour to do it. I’d rather get it done and over with. I’d rather do it well than drag my heels all day about it.
Hourly billing is just like this. Some folks take an hour to do what another can do in 10 minutes. Should the person who can do it in 10 minutes be paid less than the person that takes an hour? Absolutely not. That’s why VALUE billing (or project billing) is far superior to hourly in most cases. While the amount of time something takes can sometimes indicate the value, that’s not always true. The experience and expertise of one person can allow the project to be completed in far less time which is actually of MORE VALUE than taking longer to do it.
If you’ve never run, you can’t just jump on the treadmill and run 3 miles at a 7mph pace though, it takes time and experience. The more you run, the better you get at it and the faster you can knock down the miles. This goes for all kinds of work too, the more experienced someone is and the more time they have invested in a skill, the better they are at it. As a result, they can often complete a task much more quickly than someone who is newer.
Value billing is more specific, you get X for Y, there is no guessing involved. Same thing goes for the treadmill, if someone says they’re going to run for an hour, that doesn’t mean much unless you know how fast they can run.
Now I know that value billing or project billing doesn’t always work. If the scope of the project is very loosely defined or it’s a long list of maintenance type updates, hourly billing may be the only way to manage it, but for most things, we prefer value billing because we’d rather get it done and get off the treadmill.
How Online Marketing is Like a Bad Breakup
Thursday, January 19th, 2012
Bestselling books and blockbuster movies are continually filled with the theme of heartache. That’s because most of us have, at one point or another, known the terrible, sinking feeling that comes with losing someone we love.
Of course, online marketers can feel the same way when they see their best customers slipping away.
While you might not feel the same kind of depression over a missing account or decreased orders that you do when you lose a lover, either one can keep you up at night wondering what went wrong. And, believe it or not, there are some similarities, both in the way you are left and what you can do about it.
Here are some bad breakup tips you can use to fix your online marketing plan:
Don’t expect your departed customer to tell you what went wrong. You can ask all you want, but once a customer is gone, they aren’t likely to give you the real reasons they left, so it’s going to be up to you to figure it out on your own.
The exception to this rule, of course, is when your company messed up badly enough that it’s obvious to everyone why they took their business elsewhere. In those cases, learn from the experience, improve your customer service, and move on.
You can learn a lot from your customer’s next partner. If you really want to know why someone isn’t buying from you anymore, figure out who they are buying from now. What does that vendor offer that you don’t?
Often, if you lose out on a big account, it isn’t that difficult to find out where it went. Or, if you’re noticing a trend of smaller orders dropping off, see if you can find out which of your competitors is benefiting the most. Either way, you’ll learn something about what they are offering that you can’t match.
Sometimes it really is about the simple things. Differences in price, a more competitive product, a cleaner online reputation, or even better site layouts and navigation structures can all be obvious reasons that a customer might stop responding to your online marketing efforts. The answers are usually simpler than we think, so look for the big explanations first.
Losing customers is tough, but the pain doesn’t last forever. Follow these tips, find out why your online business isn’t stacking up, and then use the knowledge to either win your buyers back or find new ones. And if you want even more powerful tools to bring in those new clients, or find the lost ones, Give us a call at Design Extensions. We’d love to hlep.
The Biggest Online Marketing Mistake Most Business Owners Make
Thursday, January 12th, 2012If you were pressed for an answer, what would you suppose the most common online marketing mistake is? If you’re like most of the business owners we work with, you might think of spending too much or too little, writing ads that don’t speak to your unique selling proposition, or maybe even pricing your products and services the wrong way.
These are all decent guesses, and maybe half-correct. That’s because the biggest mistake in online marketing is making any mistake over and over again.
How do you stop yourself from repeating costly errors? By evaluating the effectiveness of what you’re doing in a subjective way. In other words, by studying the numbers behind your business website. A lot of business owners can talk about the number of visitors their website is receiving, or how many sales they’ve been making, but getting a good understanding of your online business requires a deeper look than that.
Here are three easy to use and understand metrics you definitely want to keep an eye on:
The numbers of visitors coming from certain sources or advertising campaigns. Often, it isn’t possible to tell that a certain message is or isn’t responding to a segment of your market until you take a closer look at your traffic sources. Viewing these with a critical eye could show you where you need to tweak your offers or benefit statements.
Your most popular pages. In many cases, business owners see this kind of data as simply “the products and prices that customers respond to most.” That’s a starting point, but high numbers of views in your frequently asked questions or shipping policies, for example, could indicate that buyers have concerns about how quickly they’ll receive their order. This is only a simple example, but it’s representative of the kind of trend you should be looking for.
Parts of your site where visitors exit. This is even more important, since they can help you to identify parts of your site that aren’t fully optimized for conversions, or that buyers are responding to. If potential customers are leaving you at any point other than the one that brings them closer to buying from you, then it’s costing you money.
There is any number of mistakes with your content or marketing message that you can inadvertently make on your business website. The real mistake, however, is to keep reproducing errors by failing to study the numbers closely enough. Need help studying those numbers? Let Design Extensions help, and we’ll do what we do best so that you can do what you do best.
Three Reasons Your Business Website Hosting Could Affect Your Search Engine Rankings
Thursday, January 5th, 2012As search engine optimization concerns go, business website hosting is usually pretty far down the list. After all, Google, Yahoo, and Bing care what’s on your site and who they can see linking to it rather than the server it lives on… don’t they?
While it’s true that your on-page SEO and inbound linking strategy is likely to have the biggest direct effect on your search engine position, your choice for web hosting may factor into the mix more than you think. Here are three reasons finding the right post could affect your search engine rankings:
A good hosting plan will load your site quickly and keep it online. All other things being equal, the major search engines seem to prefer websites that load quickly for users. They also place a preference on sites that don’t experience a lot of downtime. In other words, Google and the other engines don’t want to send searchers to a destination that’s likely to frustrate them, or not be there when they need it – both good reasons to choose a quality business website hosting plan.
Your business website could share server space with a blacklisted site. If another webmaster or business owner has been using the same server as you, and using it to spam people or run a shady online company, then there’s a small chance that you could be penalized for their indiscretions. Keeping good company, and staying in the right neighborhoods, is important to your SEO campaign.
Having the right hosting company makes it easy to add new content. The easier it is for you to go into your site’s file manager or CMS, the fewer reasons you’ll have to put it off. You want it to be a simple process to update and optimize the content on your pages, which is an area where a good business website hosting plan can be worth its weight in gold. Fresh content is the cornerstone of any sustainable SEO plan, so choose a hosting plan with that in mind.
Finding a business website hosting provider might not be your first SEO consideration, but it’s one that matters more than you might think. Given that the top spots on Google are more competitive than ever, doesn’t it make sense to have every possible advantage on your side?
With all of the different ways Design Extensions can help your business be seen, isn’t it about time to give us a call?
