Velocitize your web marketing

Awesomize Google Analytics (Part II) – Collect Site-Specific Data

Google analytics setup

Welcome to Part II of awesomizing your Google Analytics account!  If you haven’t read Part I of this series yet (Create a Great Account Structure), I would encourage you to do so.  While you don’t necessarily need to implement my recommendations in order, having a good account structure in place first helps keep you organized as you implement the rest.

Our second way to awesomize (awesome + customize) your account is . .  . collecting site-specific data. As I said in Part I, there’s certain data that doesn’t come with the out-of-the-box version of Google Analytics.  It needs to be customized because you are unique.

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Avoid “SEO Creep” (And Unnessary Site Rebuilds)

Avoiding SEO Creep

Search engine optimization is awesome. But just like with everything else, sometimes you need to go back and look at what you’ve done and make sure it all still is relevant and works the way you expect. Unfortunately for many organizations, what they find is SEO that might have worked awhile ago but doesn’t now. The only way to fix it is an entire site rebuild. Granted, site rebuilds are needed every few years anyway, but sometimes “SEO creep” can force you to rebuild more often than you normally would. My latest article for Search Engine Journal tells you how you can avoid this nasty SEO creep and the site re-dos it causes.

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Why Your eCommerce Site Will Implode Without a Minicart

Minicart Checklist

The easier you make the checkout process on your eCommerce site, the more likely people will be to complete their transactions. One of the easiest things you can do to achieve this goal is provide a useful minicart.

Minicarts are often found at the top of a web page, or they may be an overlay that displays when moused over. Whatever the format, these small elements can be very powerful. Without leaving the page they are on, they allow customers to see what is in their cart and usually how much their total is so far. By eliminating the need to go to the full shopping cart page to keep track of their order, visitors have a better shopping experience and will be more inclined to follow through with their purchases.

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My Beef with Mark Cuban About About Websites and Marketing

Mark Cuban is wrong

OK, I have never claimed to be the smartest person in the world, or even in the room at any given time. And I certainly don’t think I’m smarter than billionaire investor Mark Cuban of Shark Tank. But I do have to call him to task a bit on some advice he gave to one of the companies he invested in. What’s my beef? Find out in my latest LinkedIn article.

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How A Checklist Can Make Your Web Marketing Stronger

Web marketing checklists can make your efforts stronger.

I’m a big fan of checklists and, in fact, have written the ultimate web marketing checklists in my book, The Best Damn Web Marketing Checklist, Period! You can read all kinds of posts about the virtues of checklists, but I wanted to address 7 ways that a checklist can help you improve your own web marketing efforts.

  1. “What’s next?” is never a question you have to ask because your checklist will always lead you to the next step.
  2. You get faster results because you spend less time looking for the next problem to solve. The checklist tells you where to go and what to do.
  3. You make fewer errors because you don’t have to rely on memory. Just go down the list and complete your tasks.
  4. Greater consistency in getting results by starting with what you know typically works. It’s less trial by error and more doing what works first and moving on to the unknowns later.
  5. It’s easier to delegate tasks to other members of the team. Nobody has to recreate the wheel, but instead they can jump in where the last person left off.
  6. Nothing gets missed because it’s all documented and ready to follow.
  7. Your checklist is always improving. As web marketing tactics and strategies change, your checklist can, too. This helps keep everyone on the same page, putting their efforts where they are most valuable.

If you already have your own checklists for web marketing, great. If not, check out the book linked above for the most comprehensive web marketing checklist you’ll find anywhere.


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Go “All-In” With These Web Marketing Focuses

There are a number of web marketing issues that demand your full attention.

As a business person, you have a lot of issues vying for your attention. It’s tempting to put web marketing at or near the bottom of the list, checking in on it when you have time or applying some quick fixes before putting it on the back-burner. But to be truly successful in the long run, you really need to go “all-in,” particularly in terms of the 36 issues I list in my latest LinkedIn article. If you are looking for a good guide of the most important web marketing areas, check it out!

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How to Become An Authority In Your Niche

How to become a niche authority

One of the hardest parts of being a great publisher is coming up with high-quality content that gets attention. With so many “authorities” out there, how do you become an authority on your own?

The web is full of content, free for the reading. This content can be used as a starting point for developing content of your own. Look for questions people are asking, problems in need of solutions or thoughts and ideas that you can expand on or add your own layer of expertise to. This creates a great opportunity for you to create content for your own own blog and social networks.

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Q: What Is Website Authority and Why is It Important

What is website authority?

One of the questions I’m most often asked is about website authority. Most people don’t really understand what it means for a website to have authority or why having it is important. In truth, it’s a fuzzy concept. There isn’t a true “authority” metric that we can look up.  “Website authority” is really a combination of metrics all applied in varying degrees.

In fact, I’d go so far as to say that the truest measure of authority is where a page ranks for any particular keyword. Search engines want to put the most useful pages in the top positions, and that is measured looking at hundreds of different factors. Ultimately, the one page that is determined to be most relevant for a particular search gets that number one spot.

That’s authority!

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Don’t Lose Focus: Keep Social Media Engagement on the Front Burner

Keep focused on social media engagement.

Have you ever heard it said that important tasks often get trumped by urgent tasks? It’s true. Every day we have a number of important things that need to get done, but when something urgent comes along, what do we do? We drop the important to take care of the urgent, regardless of how important the first task is.

This is just as true in web marketing as it is in life. Social media is an important part of building a web presence, but guess what I am most likely to put on the backburner? That’s right, my social media efforts.

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Focus on the Visitor, Not the Customer!

Visitor focused content can help you turn visitors into customers.

When writing content, it’s not always wise to focus on the customer. We’ve all heard it said that we are supposed to “sell the sizzle, not the steak.” Or, “focus on the benefits, not the features.” And, “The customer is always right.”

All sound advice that is pretty uniformly applicable for any business. Seeking to give the customer the content they want and meeting their needs will always help you produce better content for selling your products and services to your site visitors. But, not everyone is a customer.

Uh oh!

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