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Author Archives: Stoney G deGeyter

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

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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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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

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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 This is outdated thinking.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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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

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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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

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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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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

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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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

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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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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

Web Design IS Web Marketing

Web design is web marketing

Many people don’t realize this but web marketing doesn’t begin when website development ends. Too frequently companies finish their web design and then think about marketing the site on the web. That’s backward thinking!

If you don’t plan for marketing during your site’s development, you’ll be in for a rude awakening . You may find that your new site may be awfully good-looking but awful at supporting your web marketing efforts.

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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+ 

How (Not) to Outsource Your Social Media Marketing

Outsource social media marketingLet’s assume for a second that there is such a thing as a perfectly optimized website. There isn’t, but walk with me into the land of make believe. For the sake of this exercise, we’ll assume the following:

  • All title tags are perfectly optimized
  • All content is perfectly optimized
  • All page tags are perfectly optimized
  • The user experience is perfectly optimized
  • The site code/architecture is perfectly streamlined
  • Site speed is perfectly optimized
  • Mobile version of site performs perfectly

On top of that we’ll assume that there are no changes being made to the site, no new products being added or removed and the site has zero glitches. Essentially, it’s at 100% performance on all levels.

The question then becomes, what is left for the web marketing team to do?

Answer: a lot!

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Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his "bride enjoy" and his children. Read Stoney's full bio.

Follow Stoney:

Twitter LinkedIn Google+