So you’ve got a web home (your website) and have worked hard on making it SEO friendly. But you still need a boost in the online buzz department. Here’s a few easy, 30-minute or less tips to get you started.
Write a blog post
Websites used to be a home page and a series of jump and landing pages. They were an interconnected loop of relevant information that led to a specific result (usually a sale). Blogging has changed that; since you update it regularly (right?), you are constantly feeding the search engines new keywords giving them reason to rank you higher and give you more buzz.
Post a video on YouTube
Video is probably the quickest way to reach a broad audience, and YouTube is the biggest channel to broadcast it on. Popular videos are two things: engaging and informative. You want to give your viewer valuable information without putting them to sleep.
So play to your strengths. If you’re funny, be funny. If you love sports, slip a few references in there of your favorite team. Don’t shy away from who you are because you want sound a certain way. Authenticity is king on the web; be who you are and people will respond.
Tweet tweet with Twitter
A “real time” results scroll pops up with every Google search. Tweeting is now a two-fold activity; you talk to your follows while also building some up-to-the-second Google buzz. Update Facebook, too. If you can get a buzz going on both sites, the rest of the web is soon to catch on.
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In order to get the maximum effect from your website, it needs to be search-engine friendly. So search engine optimization (SEO) is very important. When you type a word or phrase in a search engine, it scours the web to find sites with relevant content. Sites the search engine considers the most relevant – the one’s with content related to the search term – are listed at the top.
Notice how the emphasis in SEO is content and not graphics or flash. If you wanted your site to be an SEO shrine, you’d have a bunch of pages with only relevant phrases and words. Sure, that site would rank high, but the bounce rate would be outrageous. That’s why you need a balance between good design and relevant, keyword-heavy content with SEO writing.
Using keywords and keyword phrases is probably the most effective way to maximize SEO. The more keywords you use, the more search engines will recognize your site as relevant and you’ll be ranked higher. Another thing that increases SEO is link building; this not only builds traffic to your site (inbound links), it helps you make friends (outbound links) with relevant content. If they like your work, they’re most likely to link back to you.
Maximizing activity to your site can seem pretty daunting. Just keep in mind what’s most important – relevant content and links – and you’ll be slowly crawling to the top of those search results.
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Do you find yourself or your staff spending large chunks of time developing programs and campaigns, delivering them across an assortment of online marketing platforms and then wondering if they had any impact? You are not alone.
Your online marketing efforts shouldn’t leave you scratching your head, they in most EVERY case should be measured….regardless of the type.
Search Engine Optimization (SEO) -
Determining the return from SEO effort requires setting clear goals at the outset. For example, let’s you want to get on Page 1 of Google for the terms “Commercial Locks Chicago.” You’ll need to have a clear idea of how more traffic your targeted search engine position will bring to your website and factor in the conversion rate your site generates to determine if it’s worth the cost.
Pay-Per-Click (PPC) -
Measuring the return on PPC is relatively simple. Using Google Analytics you can easily set-up conversion tracking which lets you see how many actions such as a online sale or inquiry have come as a direct result of your PPC campaign.
Email Marketing –
Most email marketing platforms such as Constant Contact and MailChimp have a good analytics function to allow you to track your returns, opens, and what information has been passed along. To determine the ROI you would compare the cost of email service, writing, designing, and sending the email to determine if you’ve made a good return.
Social Media -
A lot depends on the reasons you’re using social media sites such as Facebook and Twitter for your business. If you’re looking to generate online sales or inquiries then it’s easy to track the ROI. Using Google Analytics is a good way to help you see the impact your social media presence is having as you can get information on how many visitors have found you via Twitter and Facebook as well as how long they stayed on your website. Be sure to also factor in the time you spend on writing and monitoring your social community.
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It’s easy to be overwhelmed by a seemingly endless list of online marketing recommendations. With the plethora of digital options such as email, SEO, PPC, and social media competing for your attention, how do you decide how to allocate time and budget resources? Here’s some guiding principles: (that are prioritized, of course).
Strategy first, tactics second -
You need to know where you’re going before you choose the vehicle to get there. Some marketing vehicles are better than others depending on what you’re doing, and who you’re trying to reach. If your ideal customer is over the age of 50, Twitter may not be the best place to start your marketing efforts.
Keep working what’s already working -
Is much of your business coming from organic search? There’s a good chance there’s still some low-hanging fruit ripe for the picking. A 10% improvement on your top performing marketing tactic is more effective than a 50% improvement on your worst performing one.
Fail quickly, and fail inexpensively -
There’s no harm in trying something new that doesn’t work, just cut your losses early. Don’t invest too heavily, despite what any of your peers say, until you see promising results.
Expect tangible results -
While the benefit of every marketing activity is not as easily measured, you should be seeing results in some way. Don’t accept “branding” as a reason for poorly performing banner ads. Insist on bottom line results and agree upon those metrics.
So get your priorities in order, then jump-in because you have your online marketing path set!
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