Velocitize your web marketing

4 Ways to Ensure Your Blog Doesn’t Become Invisible

Four essentials to optimizing content.

 

Writing blogs can be hard work, but your job isn’t done with your final edit. No matter how great your content is, it won’t get seen if you don’t optimize it properly. In my latest Search Engine Land article, I will tell you what you need to do to ensure that your content gets in front of millions of eyeballs – or at least a lot of them!

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A Survival Guide for the Overwhelmed Online Marketer

Internet marketing survival guide
Leave it to me to compare web marketing to a zombie apocalypse! So what do they have in common? To survive both, you need a plan. If you are preparing for the undead, you want to be sure you have a plan to protect your family and to acquire the right survival tools. For web marketing, plan is actually an acronym: P.L.A.N. To find out what it stands for and how to apply it, read my latest article for Search Engine Journal.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Where Does Your Site Search Box Belong?

It's important to put the site search box where visitors expect to see it.

When adding a site search option to your website, one of the first things to consider is placement. Where, exactly, should you place your search box?

Many designers and developers place the search box in the right- or left-side navigation. Makes sense, right? The visitor’s eyes are already there looking for the next click, so placing the search box in those areas would seemingly put the option right in their path.

This is one of those things where convention overrules what may seem like common sense. Through the years of using the web, site visitors have become accustomed to certain elements being located in certain places. In this case, the search box is often sought out in the top right corner of the page, somewhere in or below the header for the page.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Yesterday’s Algorithms are Dead Today. Today’s Algorithms Will Die Tomorrow.

Focusing on user factors can help lessen the impact of algorithm changes.

Too many SEOs rely on the search engine algorithms of today to guide their SEO. The problem with that is that algorithms change. Yesterday’s algorithms are gone, today’s algorithms will be dead tomorrow, and tomorrow’s algorithms will be out of date before the next presidential scandal is pushed out of the news cycle by the next scandal.

Search engines change their algorithms as a means to combat manipulation. The problem is, as long as there are algorithms, there will be people trying to manipulating them. So that means algorithms are in a constant state of flux.

But it’s not just spam tactics that get tossed to the wayside. Sometimes legitimate optimization tactics–those designed solely for the purpose of giving value to website visitors–can get thrown away too. Not to anyone’s particular fault, it’s just that signals that were once considered important or valuable are truly less so today. A great example is the Yahoo! Directory. For years getting listed in this directory was an important part of SEO and was a legitimate search ranking signal. Today, not so much. The Yahoo! Directory closed it’s doors in 2014.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

PPC Can Improve Your Organic Rankings, But Not How You Think

PPC improves organic rankings

Despite some antecedent evidence to the contrary, Google will not give you an organic ranking boost if you run pay per click (PPC) ads. Nor will they reduce your organic rankings just to get you to turn your paid ads back on. The truth is, the organic algorithm does not consider whether or not you have paid ads running.

However, that doesn’t mean that PPC can’t impact your organic rankings.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Convert More Website Visitors & Make Your Site Easier to Use [Infographic]

conversion optimization and usability checklistMost usability problems go unnoticed by the average web user, at least on a conscious level. Heck, many visitors may tell you just how great your site is, even while it’s rife with problems!

Despite the accolades, your site is very likely underperforming in getting the coveted conversions you want. Fixing usability issues isn’t about getting more pats on the back for your awesome website; it’s about creating the best user experience possible for every visitor on your site.

Many things done by web developers can look good to the eye, but can just as often be annoying to the typical visitor. It might be obvious, such as content that is hard to read or call to action buttons that are hard to find. However, most usability issues are usually less obvious, and would never even be noticed by visitors.

The points outlined in this Conversion Optimization and Usability Issues Checklist may not fix every problem on your site, and some may not work at all, but by testing each usability change you make, you can know which ones produce the best gains and which to ignore completely.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Seek to Educate, Not Just Inform

It is important to provide visitors with educational content.

Just about all content is designed to inform. In fact, that’s what content really is: Information.

Information can be many things, but not all content is inherently valuable. However, there is one type of content that is almost universally valuable to every reader: educational content.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

It’s Clickable, But Does it LOOK Clickable?

Clickable elements of your website should look clickable

We can do all kinds of cool stuff with web pages these days. In fact, there isn’t much you can’t make a web page do with one of the many web programming languages out there. But one thing you should never do is to change the way the mouse cursor reacts to clickable links. [Tweet This]

By default, your mouse cursor is designed to appear in certain ways based on what it’s hovering over. Most of the time, it’s an arrow. When you mouse over editable text areas, it changes to look like a tall letter “I”. When the computer is thinking or waiting, the cursor might turn into an hourglass. And when you mouse over links, the cursor turns into a hand with the index finger pointing up.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Igniting Customer Connections Reinforces Importance of Experience and Engagement in Marketing

We discuss Igniting Customer Connections in this Book Review.

A marketing book review of Igniting Customer ConnectionsIgniting Customer Connections: Fire Up Your Company’s Growth By Multiplying Customer Experience & Engagement
Author: Andrew Frawley
Hardcover: 256 pages
Cost: $20.52
Published: October 27. 2014

Igniting Customer Connections, written by Epsilon President and veteran marketer Andy Frawley, introduces a new marketing approach: ROE2. Don’t worry, there is no math test at the end of this book (although for the more technical reader, there is a more in-depth discussion of the math behind the equation, which more or less made my eyes glaze over). The “formula” stands for Return on Experience X Engagement, and it simply means that by improving both experience (how customers feel) and engagement (what customers do), businesses can improve their bottom line results.

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Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

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