Posted on: June 10, 2015 by Joel Paterson | Tags: Uncategorized
We’ve all visited websites, who offer an email signup form. Often times, that form simply asks for “Name” and “Email Address”, basically saying that they’re going to hit everyone with the same emailÂ marketing newsletter, with the same generic content, and hope we bite.
Take a step back, and look at this from a marketing standpoint… It’s absolutely absurd.Â By only knowing a person’s name and email address, they’re a stranger, and you can’t effectively market to them.
Yet, so many business owners and their marketing personnel still wonder why their email newsletters get such poor results.
Adding one or more additional fields to your email signup forms, to collect relevant and valuable information, can shoot your email marketing results through the roof. Don’t believe me? The proof is in the pudding.
According to a 2013 Email Marketing Study by Experian:
Personalized email campaigns offer 6X higher transaction rates, than those campaigns without personalization.
Personalized email campaigns offer 29% higher unique open rates, and 41% higher unique click rates…. Staggering!
Personalized subject lines show 26% higher unique open rates.
These are tremendous increases, in the most widely used “success measuring” factors in email marketing, yet 70% of brands fail to properly personalize their email campaigns.
So why is this?
The answer is simple.Â Many small businesses decided to venture into email marketing because someone told them they should be using it, or they heard a commercial on the radio. The fact of the matter is, there is so much more to email marketing than simply writing some content that you believe is valuable, and blasting it out to your contacts.
There’s a science to it. Collecting the right data upon signup, determining the best day/time to send, A/B content testing and many other factors come into play, when trying to make the most out of email marketing.
So what should you be including in your email signup form?
This will obviously be unique to virtually everyone, however finding the answer is pretty straight forward. What pieces of information will help you target/segment your customers? This could be as simple as creating a drop down selection, asking “What is your favorite product from our company?”.
This allows you to segment your list, and deliver a timely email campaign, when a specific product goes on sale, or the introduction of a similar product you feel they may interested in, becomes available.
For example: John visits your Burger Joint website, and he signs up for your email newsletter, which asks only for his Name/Email Address.
A week later,Â John receives a newsletter from you, introducing a new 1/2 lb, bacon double cheeseburger.
Guess what… John is a vegetarian.
Alternatively, you offer a signup form that allows John to select his favourite item on your menu, or something that sounds tasty… He selects the Veggie burger.
A week later, he receives the veggie-version of your email campaign.
There are so many other elements that could go into this logic, however I will save those strategic enhancements for my clients 😉
If you have any questions about email marketing, or the 13 years experience we have in it, please don’t hesitate to contact us today… that’s what we’re here for!
Posted on: May 19, 2015 by Joel Paterson | Tags: Uncategorized
Flash, a commonly used application for creating and displaying animation effects on websites since the late 90’s, has always lacked “search engine friendliness”. Still, some website owners and designers have continued to ignore this flaw, even up until and including today.
With Google’s most recent “Mobile Friendliness” update, it’s quickly become apparent that the continued use of Flash in your website, will undeniably impact your search engine rankings, if they haven’t already. Google’s update officially went into affect on April 21, 2015, and a month later has already impacted some of the most popular websites online.
Of course, there are many reasons your webpages may register as non-mobile-friendly, but Flash is sure to cause a great deal of headache to your rankings if not remedied.
Back in 2013, Google mentioned in it’s Webmaster Central blog, that many websites are utilizing Flash to embed videos for playback on their website. This approach proved to be effective for desktop versions of websites, however with Flash required to play these videos, they will not play on many mobile devices.
With most websites generating anywhere from 40-65% of their traffic from search engines, it’s imperative that your website continues to evolve with the ever-changing guidelines. Otherwise, you’ll see a significant drop in both search engine rankings, as well as traffic.
Animations and video playback play a large role in many websites, and although Flash is strongly discouraged, HTML5/CSS is an excellent, search engine friendly alternative.
At Primary Target Media, we all but eliminated Flash from our arsenal, back in 2012.
If your website is more than 2 or 3 years old, it could most certainly use an update, as there are more than likely multiple things causing your search engine rankings to suffer. Have your web developer perform an audit of your website, or take our SEO analysis, absolutely free. It will show you where your website is failing to meet search engine friendliness guidelines.
Posted on: May 12, 2015 by Joel Paterson | Tags: Uncategorized
A “Do-it-Yourself” or DIY website building tool often sounds like a great idea for many small businesses… unless of course, you ask someone who has used one. The concept itself sounds very appealing, as it promises you the saved expense of having a professional web design company build your website. This is usually where the appeal ends.
Often times, upon embarking on your DIY website project, you find that the application can be daunting and time consuming… However you push through with the expectation of the internet applauding your arrival, with mounds of website traffic and increased business, once it has been completed.
Now, for the harsh reality. The truth is, DIY website tools often come with a few fatal flaws… The first flaw being, allowing anyone to build their own website. You see, there’s so much more to a website, than slapping together some text and graphics. A successful website consists of a fine mix of tactical and technical skills, practiced and perfected over time. These skills cannot be replicated inside a DIY website tool.
Here are the Top 5 Reasons Why Your DIY Website is Failing You.
5. Two versions of your site, without even knowing it.
Did you know, by default “www.yourdomain.com” and “yourdomain.com” (without the www.) are considered two different entities? Entering either of them in your website browser, will display your website, however search engines read them as two separate websites, making them appear as two websites containing the same content… and that’s a big no-no when it comes to search engines and how they rank your website. There is a solution, and it’s called “URL Canonicalization”.Â This simply redirects the non-www version, to the www version, so that search engines see just one version.We’ve yet to come across any DIY website tool that offers a canonicalization option built in.
4. Open Graph: Use it, and customize how your website is shared on social media.
Have you ever noticed, when you share your website on social media, the photo used (if any) isn’t always the best picture, and the title and description they automatically create, could use some work? Using Open Graph Meta Data in your website’s pages allows you to customize the image/title/description for each and every page on your website. Using Open Graph data in your website’s pages helps drastically increase engagement when sharing links on social media… an absolute must in today’s social media era. Most of the DIY tools that we’ve come across do not offer this type of customization.
3. Poor URL Structure can be devastating
Although the initiative is admirable, taking your website development project into your own hands can cost you a lot more than paying a web design expert. When you’re trying to craft your masterpiece, things like URL structure are probably nowhere on your radar.Â Most DIY website tools use poor URL structure, when creating the pages for your new website. For example, “www.yourdomain.com/pageid=1234” is an example of poor URL structure. Instead, your URL’s should be something like “www.yourdomain.com/page-title.html”.Â Many DIY tools do not offer the ability to change the URL structure to something more search engine friendly, begging the question… If they can overlook something as simple, yet as important as this, what else are they missing?
2. Fancy “Editors” only mean your code is painfully bloated.
I’m sure everyone can envision the computer nerd, who writes “code” that appears to make no sense at all… Well, when a DIY tool provides you with the ability to create a website, by dragging and dropping elements onto a canvas,Â the code is manipulated and altered, to make those features possible. All of this unnecessary code “bloats” your website, rendering it harder for search engines to crawl and index your website accordingly. This translates into weaker search engine rankings, and slower page load times. Clean, minimal code is the first step in a successful website that performs well in search engines.
1. Optimizing, Measuring, Marketing
The biggest reason why your DIY website is failing you, is simple. You’re not a web developer and online marketing professional. It’s not a hobby, and your 16-year old niece’s computer class didn’t turn her into an expert in 3 months. The reality is, your website is a marketing investment, and a hub in which the rest of your advertising runs through. It’s an online resource and salesperson that works 24/7, providing insights and a sales pitch to its visitors. A real web development and marketing expert will put your website on the path to success, and when done correctly, will generate revenue that makes the initial investment look like a drop in the bucket.
So if you’re serious about your business, start taking your website seriously too. That cheesy, cookie-cutter website that you’re ever so proud of, doesn’t impress your audience much. Just think about it.
Posted on: September 4, 2014 by Joel Paterson | Tags: Uncategorized
Search engine marketing is a subject that many business owners and marketers struggle with. For the most part, they understand that in order to operate a successful website, they need search engine exposure… The hounding question is, how?
Unfortunately, SEO (Search Engine Optimization) has gotten somewhat of a bad name, because of the nature of the service itself. Imagine trying to effectively sell/provide a service that is constantly changing, and offers no guaranteed results. The truth is, search engines such as Google, keep a very tight lip on the ins-and-outs of their algorithym; which is the process on how they rank websites for specific keywords. Although this can sometimes be difficult for website owners to fully wrap their heads around, it serves as an effort to ensure the most relevant websites are always ranked highest.
Often times, many search engine marketing companies “promise” top rankings in search engines when you enroll in their services… and my first (and most important) piece of advice is to RUN away from these types of companies immediately. Not only is it impossible for anyone to guarantee top rankings in Google’s “Organic” search results, most companies who advertise such promises, usually use “Black Hat” SEO techniques in an attempt to trick the search engines. “Black Hat” techniques are considered unethical practices, and can cause your website to be blacklisted from search engine results… Ouch!
Search engine optimization also takes a lot of work, as well as some time to really take shape. High rankings in search engines do not happen overnight, and usually require some maintenance to retain. An SEO program should be considered a long term investment, that will drive relevant, quality traffic to your website.
So, if SEO isn’t so easy, what about PPC? (Pay Per Click such as Google Adwords)
Pay Per Click has been around for a long time, and many website owners have included it at one time or another, in their marketing mix. It’s premise is just as it sounds, you pay for each click your “ad” receives, when someone searches for one of your keywords. Google Adwords is the search engine giant’s Pay Per Click platform, and is most popular among website owners who have struggled to obtain top rankings in the “Organic” results, and/or those who have just recently launched their website and are looking for quick surge in traffic.
As you can see from the graphic above, Pay Per Click ads are displayed on top of the “Organic” results, as well as down the right hand side. Placement and frequency of your ads are based on a budget you set for any/all of your desired keywords/search terms.
This can sound like a great way to go, to avoid the ups and downs, and intimidation of SEO (Search Engine Optimization), but there are a few critical factors to consider when investing in a Pay Per Click campaign. Let’s run through a basic scenario.
In this scenario, we will use an E-commerce website, as it is much easier to track conversions (actions that ended in online bookings).
You operate a hotel on a popular Caribbean island, and you decide to start a Pay Per Click Campaign, consisting of a group of carefully researched keywords, in an attempt to increasing online bookings. You will let the campaign run, until your budget is depleted, monitoring the progress to the best of your ability, and making necessary adjustments on-the-fly as needed.
The following results are what you can expect from this campaign, based on the industry-specific “bid” averages, CTR (click through rate), and “conversion rate”.
Suggested Bid (Google Adwords suggested bid price, to maximize ad exposure): $2.22 per click
Estimated Number of Clicks (Total visits to your website):Â 1,126 (Budget divided by Suggested Bid)
Average Conversion Rate: 1.45% (Percentage of “Clicks” that converted to sales/bookings. Source: Google AdWords)
Total Bookings: 16 (rounded to nearest whole number)
CPA (Cost Per Acquisition): $156.25
As you can see in the figures shown above, your cost to obtain a new “booking” from your Pay Per Click campaign was $156.25. Depending on your profit margins, this may or may not be considered a successful campaign. However, you must consider this; Statistically speaking, if you maintain the same numbers shown above, each booking from a Pay Per Click campaign,Â will come at an expense of $156.25. From a marketer’s standpoint, this is not the most efficient form of advertising, as it comes with a constant acquisition cost of this $150+, if not more… each and every time.
Conclusion: PPC or SEO?
Search engine marketing should be considered a marathon, not a sprint. With an effective SEO (search engine optimization) plan in place, your cost-per-acquisition decreases with each and every booking, as opposed to Pay Per Click, where your cost-per-acquisition will likely never decrease. A professional SEO plan will always win over PPC in the long run when it comes to keeping your profit margins intact, so you would be well advised to focus your efforts there.
In closing, Pay Per Click may be considered for a quick boost in traffic, for immediate results if the numbers make sense… But do your homework first, so you don’t end up losing your shirt!
Posted on: July 3, 2014 by Joel Paterson | Tags: Uncategorized
With the new CAN-SPAM act coming into affect, it has forced many businesses to revisit their email marketing process. Many people are scrambling to become “compliant”, and ensure they’re following the rules.
But what about the “real” rules of email marketing? Some of them include: List integrity, creating engaging content, reviewing past-campaign performance, and overall design/compatibility.
|Â If your email campaigns aren’t yielding an average Open/View rate of at least 25%, I strongly encourage you to read on… |
So many businesses send out horrific looking email campaigns, just for the sake of “getting something out”.
With email marketing having been the most profitable form of advertising/communication available to us for nearly a decade, why are so many of us simply not seeing the results we hoped for?
The answer is actually pretty simple… Take the time.
Take the time… to build a quality list of opt-in contacts. When you have people who are genuinely interested in what you have to say/offer, they will open/view your email campaigns.
Take the time… to create engaging content, that your contacts will find interesting and informative.
Take the time… to review the performance of past email campaigns. This helps you realize what your contacts find most interesting, and something as simple as knowing what type of “email application” the recipient is using, goes along way in determining the layout of your emails. (Outlook, iPhone, Gmail, etc).
Take the time… to build a quality, user-friendlyÂ “email design template”.Â Slapping together a bunch of photos/ads, with a little text not only looks amateur, it shows your lack of attention to the campaigns you’re sending. When an email is designed correctly, the recipient will know what sections of the email are generally most appealing to them, making it easier for them to interact with.
Email marketing shouldn’t be about blanketing the largest audience possible, with your latest promotion… that’s what the newspaper/billboards are for… otherwise known as “a waste of money”. Email marketing is meant to be a calculated, and measurable form of advertising, delivered to a targeted audience of quality leads. Ignoring that simple concept, is what turns email marketing from an ROI powerhouse, to something you do when the phones aren’t ringing.
So why do so many people struggle with it? It’s tough to say, but probably very in large part due to the numerous “DIY” email marketing tools available at your fingertips. There’s nothing wrong with the DIY approach, of course not, however you’re advised to learn the best practices of email marketing, so you can hone your skills and deliver quality content to your contacts.
So, why take my word for it? As the owner of Primary Target Media, andÂ 12 years experience in email marketing, I continue to help our clients deliver an average of 80,000 emails per day, while averaging a 32.7% view/open rate. By following the simple rules above, it’s truly not rocket-science to turn email marketing into the most effective marketing activity in your business.
Posted on: September 10, 2013 by Joel Paterson | Tags: Uncategorized
The stories I come across from small businesses nearly every day, is borderline insane. Some are happy with their websites, some say it could use some work, and some absolutely hate it.
The “hatred” usually comes from people who chose the inevitable doom of the “Free DIY” tools, while others may be happy with their website, they admit to having no idea if their website is providing any benefit at all.
As a web developer, I know what a terrible website looks like… but for most people, it’s not always so easy. So instead, they simply chalk it up to “websites are unnecessary for business”… which clearly couldn’t be further from the truth.
So how can you tell,Â if your website is doing what it’s supposed to? Here’s a couple quick tips.
Overall Design and Compatibility
To see if your website’s design is up to par (or stuck in the past decade), try poking around at a bunch of other local websites. They don’t have to be competitors, they can belong to anybody. Remember, we’re simply trying to get an eye for the overall design. Does your website display properly on all screen resolutions? (large monitors, smaller monitors, tablets, etc). A poorly designed website is bound to fail, even if so many other elements are properly in place. The fact is, your website should be built for the visitor, and if it’s not… they’ll leave.
Search Engine Exposure
Go to Google, and try searching some keywords relevant to your business (i.e. fine dining windsor ontario). Is your website found on the first page? More importantly, in the top 5 results? Ranking at the top of search engines is a critical factor, in the success of your website. 77% of all clicks in a Google search, go to the top 3 organic results. If your website is nowhere to be found, you certainly have some work to do.
If you have access to your website’s traffic statistics, such as Google Analytics (which I certainly hope so!), log in, and take a look at where your traffic is coming from… (Example, in Google Analytics, go to Traffic Sources –> Overview).
In an ideal situation, 50%-65% of your traffic should originate from search engines. Up to 20% should come from “direct traffic”, which means that the user manually entered your website into the address bar (ie. www.primarytargetmedia.com). And finally, the remaining 15-20% should come from “referral traffic”, which means the user clicked a link found on another websiteÂ to arrive at yours (ie. Facebook).
This offers a solid distribution of traffic, for a website that doesn’t use custom campaigns, such as Pay Per Click advertising etc. If you use these types of advertising (Google Adwords, Facebook advertising, etc), you can probably expect approximately 10-15% of your traffic to come from these “campaign” sources.
Why is it so important to know where your traffic comes from? It’s simple… Your traffic sources paint a picture of your presence online. If you’re not getting enough traffic from search engines, you’re missing out on a large number of potential clients, as more than half of all “new customers” come from major search engines. If you’re not getting enough “referral traffic”, that simply means your brand isn’t receiving enough exposure throughout the internet, on “non-search engine” related websites.
Age of Website
If your website is more than 4 years old, it’s certainly time for a rebuild. With advancements in technology over the past few years, the face of both web design, as well as search engine optimization has changed, and ensuring your website is capitalizing, is crucial… and choosing the right developer (with experience), is obviously equally as important.
Knowing if your website is doing what it’s supposed to be, is no longer an option… If you fail to create an effective web presence in today’s economy, it truly is only a matter of time until you’re left behind.
Posted on: June 27, 2013 by Joel Paterson | Tags: Uncategorized
J. Paterson |Â As I’ve probably mentioned numerous times over the years, I had only one job before I started this business.Â It was a small company (less than 10 people), and today even after 10 years of self-employment, some of my most valuable entrepreneurial lessons, came from this first/only job… I’m reminded of this, nearly every day.
My boss was young (late 20’s), when I started working for him, and it didn’t take long before I started to see him as someone I aspired to be one day. What I didn’t realize until years later, was how well he did some of the most fundamental, yet often overlooked practices in business. He delegated responsibilities, and embraced creativity and forward thinking from his staff.Â Basically, he allowed us to do, exactly what he hired us to do… Get things done.
This may all sound so simple and obvious, but you would be amazed at how many business owners/managers forget these fundamental business practices.
Me, I was fortunate enough to learn these things, without even knowing that I had learned them. Like I said, my boss was my mentor, and I studied his demeanor. I asked a million questions, and received a million answers. Who knew that over a decade later, I would not only be using his answers to grow my business, but also teaching my clients the importance of them as well.
This morning, I was drinking my morning coffee and I had one of those “Ah Ha” moments, like I’ve had a few times in the past. I read a fantastic article on Inc. Magazine’s website, titled “3 Reasons Your Team is Underperforming“. This story is an absolute MUST READ for small business owners and management alike. When I come across stories like this, that re-iterate the very same things I consult my clients on, it assures me that I must be doing something right. I have my mentor to thank for that.
Do yourself a favor, and read the article from Inc. Magazine, you’ll be glad you did. And more importantly, implement the practices you find in it, you’ll be even happier about that.
Posted on: June 25, 2013 by Joel Paterson | Tags: Uncategorized
In the past decade, I’ve written countless articles about the importance of a properly built and optimized website. A great looking website isn’t very great at all, if people can’t find it.
So many small business owners decide to build a website, simply because somebody told them, they needed one. However, once it’s built, they think traffic is just going to start pouring in. Once it doesn’t, they simply decide the internet isn’t a very powerful marketing tool, and their website collects dust on the back-burner, for months and years to come.
Where does this lead us? To Search Engine Optimization (SEO).Â I know you’ve probably been hearing this term for a long time. I also know that if you’re like most, you’re probably very unfamiliar with what exactly search engine optimization is.
Let’s make it simple.
First, let me tell you that, according to SEMPO, search engine optimization is a $26 Billion a year industry, and 13% of companies have SEO budgets ranging from $500k-$3 million dollars per year (up from 8% in 2011). Sure, these budget numbers far exceed the budgets of most businesses, however it shows you just how much emphasis is being placed on search engine exposure today.
There are thousands of SEO resources out there, however if you decide to tackle it yourself, start simple. Here’s how:
Skip the “do it yourself” web design efforts. Have a professional web design firm build your website. They will ensure initial SEO measures are in place,Â and that the website is structured properly for search engines.
Understand that it’s a process, not a project. SEO is an on-going task. Nothing happens overnight.
These are just a couple quick suggestions to get you off and running. If you have any questions about search engine optimization, our team of professionals are always here to help. Simply contact us, we’d love to hear from you!
Posted on: April 15, 2013 by Joel Paterson | Tags: Uncategorized
First of all, I’m well aware it’s only April. However, I’m also aware that there are so many companies that trust their SEO efforts to unqualified people or companies. Don’t worry, if you’re one of them, I wont beat up on you in this article… I’ll let your “page 10 rankings” do that.
What I will do though, is give you an idea of the Top Five SEO Mistakes of 2013… So Far.
Before we dive into that… Let me first off start by putting to rest some of the most common “misunderstandings” we hear every day, when it comes to search engine optimization.
“The more traffic my website gets, the higher it will be in search engines….” Not true, plain and simple. The fact is, your website probably wont get much traffic at all, until you achieve high search engine rankings.
“The more people ‘Google’ my website, the better it is for my rankings, and I’ll show up at the top….” Ummmm, what? That makes about as much sense as me saying if I stare at my coffee cup, the coffee will brew itself.
The biggest thing to keep in mind, is that the best performing websites, are websites that haven’t forgotten about the end-user. Creating and optimizing your website for its users, is what will ultimately bring the best results… with a little tweaking of course.
Everyday, we have the opportunity to analyze websites, and provide a report to the website owner, with suggestions/recommendations on how to improve their website’s performance in the major search engines. Here are just a few of the most common search engine optimization mistakes we’ve been finding lately.
1. Over-thinking… Over Optimizing.
You’ve scoured the internet looking for the best SEO advice, and followed tips involving “high keyword density” and external links… You used a specific system, thinking it was the way to achieve and sustain high search engine rankings. And after you achieved top rankings, you labelled yourself an SEO expert… Until your rankings fell towards page 10, after just a few months. The reality is, you over-optimized… You over-thought it. If you’re stuffing keywords in where they don’t belong, and spending too much of your time on links, instead of create compelling content, you’re going to find yourself with a website that simply doesn’t perform. Keep it simple, build for the end-user.
2. When it Comes to Links… Mix it up!
Building links has long been considered very important in the search engine optimization world. And anyone who knows anything about SEO, knows that anchor-text plays a massive role in that. Anchor text is the actual text displayed in your links. Many SEO’ers make the mistake of creating too many links with just one keyword/searchphrase. This used to be an effective way to achieve higher rankings… Now it’s just bad business. You can find yourself penalized in the major search engines for this practice. Building a diversified “link portfolio” is a very good start in developing a strong SEO foundation. For example, instead of just using “Toronto Hotel” in your links, try mixing in variations such as: Toronto Accommodations, Downtown Toronto Hotel Room,Â GTA Hotel, GTA Accommodations etc… Don’t quote me on these words, I just spit-balled them. I’m sure there are plenty of better performing terms to choose from.
3. Link Building: It’s a Marathon, not a Sprint.
Another important thing to remember in the link building process, is to take your time. Focus your efforts on building quality links, not throwing them up anywhere that will take them. Quality posts, press material and relevant websites hold much more value these days.
4. Website Hierarchy: Take the Time to Plan
When you’re developing or re-developing your website, spending some quality time on the hierarchy of your website is important. The “tree-like” structure of your website plays a significant role in the manner in which search engines crawl and index your pages/content. Think of it this way… The deeper you go into your website, the more topic-focused the page(s) should be. And if you have content scattered all of your website, in a sloppy structure… you’re in trouble. Take the time to plan, you’ll be glad you did.
5. Focus on More than Just Link Building
As discussed above, link building has long been considered to be very important… But if you spend all your time on building links, you’re spending a lot of time wasting time. For 10 years I’ve said the same thing, and it’s continued to prove extremely effective when optimizing websites for search engines. Create quality content, that engages your audience. Meaningful content, that is found to be useful/relevant to your visitors will often translate into higher rankings in search engines… Not because you’re a master SEO’er… but because at the end of the day, content is king!
The final thing I can probably suggest is that nobody is an SEO expert…. Because to be an expert, you have to know something that nobody else or very few people know. Search engine optimization doesn’t have a proven formula, Google makes sure of that. There are simply a set of techniques marketers have been using that Google encourages. That’s why the most important factor is to ALWAYS build for the end-user. Compelling content always wins.
Posted on: November 12, 2012 by Joel Paterson | Tags: Uncategorized
First things first, what is SEO? Otherwise known as Search Engine Optimization, SEO is the process of positioning your website at the top of search engines, to increase exposure and website traffic from the free/organic search results.
Major search engines such as Google, Yahoo and Bing have such results, where links to websites are shown and ranked based on what the search engine considers most relevant to users. Search Engine Optimization plays a large role in ensuring your website is deemed relevant for your products/services/topics.
Many website owners aren’t aware that their website isn’t properly optimized for search engines. In fact, many website owners aren’t even measuring the traffic their website receives.Â 92% of internet users use search engines to research products/services before they make a purchase, and if your website cannot be found at the top of the search results, you’re missing out on a massive amount of potential new customers.
With competition in the major search engines being fierce, achieving top rankings for your keywords and search terms can be a daunting task. That is where professional SEO services come in.
So, how do you know if your website is in dire need of search engine optimization? There’s two quick ways to help you decide.
If you have access to your website’s traffic (Google Analytics etc), you can review your current traffic sources, and see the role that search engines play in your overall traffic. If your website has been around for a while, but you’re not generating the traffic you’d like, optimizing your website for major search engines is probably a good idea.
Go to Google, and perform a search using a keyword or search term, relevant to your business. Is your website found in the first 3 results? If not, it could use some work.Â The first 3 results for the average Google search, receive 68% of clicks from users.
So what is a “relevant keyword or search term”? This is a very common mistake many website owners make. They often think their business name is the most popular search term. The fact of the matter is, most searchers aren’t searching a company name, they’re searching a topic…. For example: “Email Marketing Windsor” is a much more relevant and searched topic, than “Primary Target Media”. Optimizing your website for relevant and effective keywords/search terms, is what will drive traffic to your website, and generate more sales.
Another common misconception among website owners is, “I dont need to optimize, I don’t sell anything online”. Whether you run an e-commerce website, or simply a brochure-style website containing information about your offerings, people are using search engines to find products/services like yours every day. If you’re website cannot be found, you’re missing the boat.
If you’re interested in learning more about search engine optimization, simply contact us today. We have 10 years experience in helping website owners just like you succeed online.