Velocitize your web marketing

6 Possible Starting Places for Your SEO Efforts

jump start SEO

There really is no universal starting place for SEO, but you have to start somewhere, right? Without knowing your business or site, I can’t tell you where you should start, but I can give you six areas to look at to narrow in on the best starting place. What are they? Read my latest Search Engine Land article to find out!

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Good Digital Marketing Goals Gone Bad: When It’s Time to Change Course

when to change digital marketing goals

You may have heard this analogy before, but bear with me for a minute. If an airplane takes off and is only one degree off in it’s calculations, it may (or may not) make a world of difference to the passengers. The shorter the distance from takeoff to landing means the easier it is to compensate for the error. But when the takeoff and landing are thousands of miles a part, a single degree can put you thousands of miles off course.

And so it is with web marketing.

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The Most Vital Part of User Experience Optimization You Probably Forgot About

Content Usability

 

The best optimization is optimization that is done for visitors. There are so many ways to help make the visitor experience remarkable, but one of the most overlooked is content usability.

One of the arguments naysayers often make against web marketing is that SEOs demand crappy and pointless content. Many SEOs still hold onto the belief that there needs to be a certain amount of content (quality or otherwise) on any given web page in order for it to be valuable to search engines. This is outdated thinking.

Don’t worry about the how much content goes on each page; instead focus on the value of the content. Keep what’s valuable and ditch the rest, but keep writing until you’ve have all the content the visitor will need.

If you’re wondering how much content you need to have on a page, you’re thinking about the wrong thing. Instead, think about what the purpose of the page is and ensure that the content fulfills that purpose. If that can be done in 10 words, then 10 words is all you need.

But it’s not just about the amount of content. It’s also how it’s presented.

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Effective Web Marketing Requires Asking the Right Questions

Web marketing questions to ask

In a previous post I talked about the need to listen in order to produce an effective web marketing campaign. This goes both ways. Both the client and the SEO have to spend a good deal of time listening to the needs/requirements presented by the other.

But listening requires asking the right questions. And that also goes both ways.

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11 Strategies to Make Your Content Stand Out From the Crowd

Make Your Content Stand Out

Content marketing is all about getting the attention of potential customers. Whether your primary goal is building a better reputation or processing conversions, everything starts with getting a user’s attention, and then proceeding to boosting site visits, brand engagement and other valuable results.

The hurdle most content marketers encounter (quite soon after getting started) is that there’s only so much user attention available to grab, and thousands of brands like yours are already competing for that attention. The content universe is pushing toward oversaturation.

As a result, it’s harder than ever to stand out from the crowd. If you want your content to rise above the crowd and earn the attention you want it to, you’ll have to identify the best tactics to accomplish that.

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All Successful Web Marketing Hinges on This One Thing–And It’s Not Even The Marketer’s Job!

Most important thing in web marketing

That was a hard title for me to write. Successful web marketing hinges on so many things, it’s nearly impossible to narrow it down to just one MUST have thing.

Think about this: If I asked you to name the one thing needed to make a television advertising campaign successful, what would you say? A great television commercial? Yup, that’s true, but you also need for that commercial to air in the right markets. And not just that, the commercial has to air at the times that your target audience is most likely watching. So you can’t just have the right markets. You can’t just have the right air time. And you can’t just have the right commercial. They all have to go together.

And that’s how web marketing is. You can’t just pick the right keywords, because they have to be optimized. You can’t just get links or run a great social campaign because you’re sending people to a lackluster website. You can’t just do on-page optimization because you need the links to increase authority.

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Stop, Look and Listen: Let Web Marketing Data Tell the Story You Need to Hear

web marketing data

Stop: Everything Needs an Assessment Period

There are very few things in this world that don’t benefit from a good rest. Most of nature takes the winter off, farmland often has to have crops rotated, machinery and electronics tend to overheat if always left on, and even tablets need a good reboot from time to time. Your web marketing campaign is no different.

After working hard on your website’s marketing campaigns, every once in a while you need to take a step back and assess your progress, adjust course and set new goals for the future. You don’t necessarily have to bring your entire campaign to a halt, but you do need to take some time, look at your web marketing data and see what story it’s telling.

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Everything I Know About Messaging I Learned From My Kids

Everything I know about messaging

So it’s just another random weekday morning at the Graff household. . .

Mornings are "ruff" at our house
Mornings are “ruff” at our house

Only today, my children have inexplicably decided to get up a half hour early. Trying to allow my husband his extra half hour of sleep, I tell my 5-year-old to be quiet as she is getting ready. Several reminders and a dirty look later, she was still talking like I was two rooms away.

The thought entered my mind: I’m a marketer. I’m supposed to be able to pursuade people to do things. Why can’t I get my own kid to be quiet.

That’s when a light bulb went off: Messaging is like raising children. Let me count the ways . . .

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Good Web Marketing Requires Good Listening

Listening in web marketing

The role of a web marketer often entails telling the client what they believe needs to be done in order for the site to succeed online. But before an SEO campaign can even begin, there is a good amount of “listening” that needs to happen.

Before starting any web marketing campaign, we ask our clients a series of questions designed to help us get a better understanding of the client’s needs, wants and desires. This is used to help us set the strategy in a way that serves the client’s best interest.

For the most part, clients have a pretty good idea of what they want, but they don’t usually know the best way to achieve their goals. This is where the listening goes both ways.

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Why Your Desktop Content Needs to be Mobile Friendly

mobile friendly desktop contentWith the growth of mobile marketing we get a lot of questions on what that means for content. For the most part, content served to both your mobile visitors and desktop visitors should be identical. The primary exception is how the content is presented on each device.

As tends to occur with the advent and growth of any new medium, we have to change how we think and execute certain strategies. The new influences the old, and unless we adapt, we’ll find the old way of doing things to be less effective than they once were.

In the case of content, we know that mobile content should actually be written differently than desktop content. But wait! Didn’t I just say they shouldn’t be the same? As a matter of fact, yes, they should be. The solution is to write your content for mobile and make that your desktop content as well.

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