Monday, September 18, 2017

On the Internet, Being Brief may not be Best

It can be said than when you post text on your website or blog, you are writing for TWO audiences: your potential customers and the search engines.
  • Readers want you to be BRIEF and to the POINT
  • Search Engines want to measure you on the relevancy of a keyword search and therefore, MORE matches is BETTER 
Seems like a "catch-22", yes?

Addressing what the potential customer wants.
  • In Google, there are two kinds of searches: shopper searches and buyer searches. 
  • Shopper searches are by people just looking around. They use generally use 3 words or less in the search. Example: “folsom chiropractor”
  • Buyer searches are 3 words or more and are more specific. Example: “folsom sports chiropractor”. A person doing a buyer search is far more likely to be a buyer than the first
  • Include keywords within your text that are likely included in searches by your target market
  • Start the page with a 350-ish word summary of a longer article to follow (they can then choose to read the lengthy article or not)
  • Have a "call to action" just below the summary or in a column to the right so they know what to do if they are interested in your products or services
Addressing what the search engines want:
  • The truth is Google is that they don't score pages well with less than 350 to 500 words. 
  • If you look at the first page results on Google for 3+ key word searches for many keyword types and averaged across the country, they come out on average at just under 1900 words of text as measured by Google on the page. Might as well aim a little high – 2000+ ish words.
What you need to do:
  • Write a good (educational, relevant) article of 1200 to 1400 words around a keyword phrase topic. It is far more effective when you write this even if  you hire someone to do all the rest. 
  • Don't be too broad in the topic as it will "water down" the relevancy of the page. Stick to the point in the article, but elaborate.
  • Use headers / titles (header tags are best structurally) for the parts of the article
  • Find pictures that illustrate your article (use you own images whenever possible as it put a "face to your name"). Rename the images using keywords and include descriptions in their meta info.
  • Rewrite the text replacing pronouns with keywords wherever possible. You may need to rewrite the text to flow smoothly once you've changed the words.
Things you need to know:
  • Decide what your goals are in writing for the Internet. Do you want to attract customers, searches or both
  • Good writers are generally available for a nickle to a dime a word depending on how good the initial article is and how technical the subject. Make sure they understand your goals.
  • You need to understand the current criteria for search results if that's your goal or hire someone who does. Google changes the rules all the time and each search engine has a different formula. 
  • Be aware that THEY do NOT control the ranking results (Google does)  so be sure to track your return-on-investment.

Tuesday, December 20, 2016

Is your Website Leaking Business??

They do, you know... Most websites have holes where potential business and customers fall between the gaps and cracks. No website is leak-proof but there are a few things that will do the most to minimize the lost potential.
  1. Be Phone-Friendly. At least 20-25% of website traffic is mobile (maybe more depending your industry). And if you have every visited a website that is hard to see or confusing to use on your phone, you most likely left it, possibly never to return.  The solution is to DESIGN a phone-friendly website that is concise (likely a subset of your main website) and clear (with prominent CLICK-TO-CALL, CLICK-FOR-MAP or other buttons that will make it easy for them to connect with you).
  2. Be People-Friendly. Websites have evolved from simple on-line brochures. With slideshows, videos, on-line chat, and links to social networks, websites can now be designed to ENGAGE your audience which will keep them on your website longer. What's more, you want to look different (and better) than your competition. You want your visitors to say "Holy Cow", not "Ho-Hum".
  3. Be Business-Friendly. The CLICK buttons on a mobile website is just one example of making it EASY to do business with you. Create a simple (and prominent) button to buy, register, schedule, book, call, email... You can make it even more compelling by providing a sense of urgency (limited time offer). You can also personalize how your website appears depending on the time of day (is it Happy Hour yet?), location of the visitor (where is your office nearest to them?) or time of year (are you open late for the Holidays?)
These are just a few of the myriad of strategies to get you more business from your website. We offer a FREE Digital Diagnostic (limited time offer!) where we will look at your website and make suggestions based on your business. There is no obligation and to buy anything and we GUARANTEE we will find a hole (or two) you can patch and will offer suggestions on how to patch it/them!

CLICK to schedule today!

Susan, Web Ninja


Saturday, September 26, 2015

When website changes don't appear as expected

In order to speed up web browsing, web browsers are designed to download web pages and store them locally on your computer's hard drive in an area called "cache". Browser cache (also know as Internet cache) contains records of every item you have viewed or downloaded while Internet surfing. So when you visit the same page for a second time, the browser speeds up display time by loading the page locally from cache instead of downloading everything again. (from http://refreshyourcache.com/en/cache/)

Hitting the refresh button on your browser will cause the page from the internet, therefore showing any recent changes. Each browser (Chrome, Firefox, Explorer) has the button near the URL bar and it looks like a "recycle" icon. 

Sunday, September 13, 2015

PICK the Video to SUIT your Purpose!

Videos are a great way to share information on the WWW. And each type of video has its strengths based on the purpose of the video.

Here are just a few examples...

ASK a Question... GET RESULTS!

Mark Victor Hansen, co-creator of Chicken Soup for the Soul, said that the simplest way to get results is to ASK: ask for the sale, a referral, the contract... And if you are not there yet, you can start by asking a question!

I have often used this analogy:
The adage is "If you build a better mousetrap, the world will beat a path to your door". Not true!! First they have to know you have a better mousetrap and second, sometimes you have to educate them that they have mice!"
A survey is a great way to ask the right question to demonstrate they have a "mice problem". And it's far more effective when the prospect has the "aha" moment of "I have a problem!" than if you were to tell them that...

The question is not "Do you need a new (widget)?" 

The questions are:
  1. Does your (widget) do A, B, and C? 
  2. No? Might that be costing you time, money, customers, or all of the above?
  3. Would you like a demo, consultation, or more information about this potential problem?
Before a sale, a survey serves several purposes:
  1. It ENGAGES the prospect. It lets them feel like they are involved in the process instead of simply reading a marketing message. 
  2. The best survey will RESPOND to their answers: display information or the next question based on their response. This intensifies engagement because it is personalized.
  3. The CALL TO ACTION at the end of the survey will be customized based on their feedback. 
After a sale, a survey:
  1. Lets our new customer know that their opinion is important and that their feedback has value. People like to be HEARD. It gives them an opportunity to vent if they had an issue (better to you than directly to Yelp) AND reminds them to post a review on Yelp, Google+, etc. if they like you!
  2. Gives you  a chance to FIX a problem: whether for that specific customer or in your business process. 
  3. If the feedback was positive: now you can ADD a positive testimonial or success story to your website.
  4. Provides an(other) opportunity to ask for a REFERRAL, reminds them of additional SERVICES you provide, and INTRODUCES* them to other businesses that might be of service to them: "Oh, by the way..." (OBTW)
  5. Occasional NEWSLETTERS or FOLLOWUPS will keep you top-of-mind for future referrals, repeat business and OBTW opportunities. 
NOTE: Business introductions demonstrates your "value-add" to services beyond your scope of expertise. PLUS, the marketing benefit to you is that YOU are introduced to prospects you don't know yet in the other business' surveys, followups, and newsletters.

Intrigued? (good cause to be). CLICK HERE to take OUR survey for a demonstration of just what a well-crafted survey can accomplish. It's the GET (answers) that keeps on GIVING! 

Monday, August 24, 2015

How to set up a Google account and why it's a good idea

If you have a Gmail account, you already have a Google account but many of you might not be using Google features that might serve useful in building your on-line presence. A few of these I use are:

  • Google Apps that syncs my domain name with my Google email, calendar, and contacts. Seemless synchronization between my smartphone, desktop and the "cloud" so I can access anywhere
  • YouTube to post video introductions, how to guides, and more. (example below!)
  • Blogger to post blogs about tips, what's new, testimonials, FAQ's and more. 
  • Picasaweb and Photos to upload photos to my account directly from my phone or desktop. Widget let me share updated images directly on my website (example bbrn.biz
  • Google Drive and Docs to share files with my team and clients. 
  • goo.gl shortens your URL for a simpler QR code and tracks how often it is scanned
  • Google Analytics give you traffic stats for your website 
  • Google Keywords tells what keyword traffic is
Here's a short video on how to set it up and some examples of the above reasons. 


Tuesday, August 4, 2015

Building & Leveraging your Network


"I'd rather have 1 percent of the efforts of 100 people, than 100 percent of my own efforts."
- By J. Paul Getty (also attributed to John D. Rockefeller - either way, good reliable sources!)