You’ve worked hard to optimize certain keywords. You’ve used social media, blogs, and press releases to get links to your site and create activity around your brand. You’ve successfully landed at the top of search results. Only...you’re not making any additional sales. What gives? Despite years of having it drilled into our heads that reaching the top of Google search results should be our be-all, end-all goal, it leaves a major component out of the equation:
In the past, Google Analytics and Webmaster Tools did not like working together. Today, they must learn to play nice with one another to change an industry’s culture on reporting trends. Both Google Analytics and Webmaster Tools provide keyword-specific data. Combining keyword data from both sources, and grouping like-terms together, can provide a much more complete picture of your website keyword activity.
The fierce competition to make one-self stand out in the complex mesh of internet, has led experts to the development of myriad online marketing strategies and gimmicks - online advertising being a strong component of it. Pay-per-click (PPC) is an equally important form of internet advertising deployed extensively to steer traffic to your own website. What makes this strategy so relevant, and also blatantly suggested in the name itself, is of course that you pay only when someone clicks on your advertisement.
When you're running a pay-per-click campaign, every landing page hit affects your bottom line—it's right there in the name. That means that your landing page has to be effective, because the visitors that don't convert aren't just missed opportunities—they're losses. All too often, landing pages suffer from hasty design, a lack of proper testing and other common mistakes. By taking your time from the get-go and building a better landing page, however, you can give your PPC ads the support they need to engage visitors and turn more clicks into conversions.
From link authority and page rank to keywords and social traffic, a plethora of elements go into the “perfectly” optimized page. An optimized page not only provides unique content, but, most importantly, unique value. Underlying this is strong page architecture the supports targeted content engagement and delivers a phenomenal user experience.
With smaller businesses, there can be a lot of ostrich-head-in-the-sand tactics when it comes to talking about analytics. To many, all the seemingly complicated data and numbers can make their eyes cross. More marketers than you would think have no clue which of their marketing tactics are driving traffic to their sites. They simply throw digital marketing tactics at the wall and hope something sticks. They don't choose to dive in and see what’s actually happening on their websites.
Recently I happened upon a Hubspot post dealing with the definition of inbound marketing – in 140 characters. Now, we can all google definitions, and we always have a pretty good idea about things, even if we are not quite able to fully define them, but what caught my eye was the essence of these quick definitions – inbound marketing is all about letting people come to you by providing value - as regarded by a haphazard choice of Twitter members who were familiar with the term due to their work.
Driving traffic to your website can be hard work; for all the aimless wandering we do on the internet, we are not going to click a link out of the goodness of our hearts, the website has to offer something of value to us. This could be the answers to some commonly Googled questions, or a video of your cat, either way the formula is the same, know your audience and make sure they can find what they want on your site.
In this day and age of easy access to information, no company can afford not to stay on top of what’s going on. No matter if you are a business owner, product or marketing manager, or a sales guy – you need to know what your competitors are doing. The more you know about your competition, the better you can make business decisions that will allow you to differentiate yourself and to create a competitive advantage to your business. Without proper competitive insight, you can easily make the wrong educated guesses that could lead to business failure.
Big companies have big budgets. However, those budgets are hotly contested by every part of the organization from finance to sales to marketing to human resources to customer service. This can create a very competitive atmosphere inside the organization and management has to be very careful to avoid a zero sum budgeting attitude. Trust me, I’ve seen it happen.