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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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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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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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Don’t Spam Your Image Optimization

Optimize images but don't spam.

Image optimization is often an overlooked part of SEO, but for some reason images often get the crap spammed out of them by SEOs trying to improve their organic page rankings. Regardless of whether you’re optimizing an image for image search or optimizing key parts of an image for optimization of the page it resides on, a more subtle approach is needed.

When you place images into a web page you have the option of adding an alt attribute. This attribute is a place to add alternative text that will be viewable when the image doesn’t display. The purpose of the alt text is to describe the image. Period.

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My Answers to “10 Burning Questions” on Content, PR, and SEO

web marketing questions

 

Ever want to pick my mind for my thoughts on some of the biggest topics in Internet marketing? Karan Sharma at linkbird has done it for you! They picked little ‘ol me to participate in their “10 Burning Questions” series. You can read my answers to some common web marketing questions all in one place.

Read the bog to learn how to make your content stand out, why content is important, how to keep up with content production, and how to “win” in search engine rankings.

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

....

Can You Be Content Without Getting Complacent in Your Web Marketing?

content vs complacent
It’s always tough to find the balance in life between being content and getting complacent. Contentment means you’re happy where you are. If you’re not careful, contentment can lead to complacency, which means you’re no longer striving to be better.

Yet, if you are always striving for something more, does that mean you’re not content? Not necessarily.

As with life, we try to find that balance between being content and complacent in our web marketing efforts. Translated, we want our clients to be happy with the work we’ve done but not so happy that they don’t see the value in continuing to push ahead.

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How Many Contact Options Should Your Website Provide?

website contact information
Q: How many ways should visitors be able to contact you?

A: All of them

Yeah, that’s a bit simplistic, but it’s true. Every visitor has a preference as to how they want to contact companies they are considering doing business with. And that preference might be different depending on the need they have at the time.

The problem is, many websites offer only one way to be contacted: web form.
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Do Your Shoppers Know When Their Selection Has Been “Added to Cart?”

added to cart

Of course your shoppers know when they added a product to their shopping cart, they clicked the button that says, “Add to Cart!”

But let me ask you this. Have you ever stood in front of somebody’s door and rang the doorbell? What happened?

I’m guessing, if you could hear the doorbell ring, you were content to wait for an answer. But what if you didn’t? If you’re anything like me, you probably hit the doorbell button again, or even knocked just to make sure.

It’s no different with your website visitors. If visitors don’t get some kind of confirmation that the button they just clicked actually did what they intended, they’ll want to verify. And that verification removes the shopper from the sales process.

Imagine putting an item in your cart at the grocery store but not being able to see it. The only way to know what’s in your cart for certain is to find a clerk and ask them. Pretty annoying, right? Eventually, you just might get tired of shopping there.

When visitors click an “add to cart” button, make sure they know their product was successfully added without forcing them to go into the shopping cart page itself. [Tweet This] This can easily be accomplished by producing a simple pop up message that reads “added to cart” (or something similar) or, even better, by having the new product appear in an already visible minicart somewhere on the page.

These visual confirmations keep the visitor focused on shopping, not on whether or not the products they want are in their carts or not. Once the shopper disengages from the shopping process, there is a higher probability of them “checking out” early. And many of them will “check out” without making any purchase whatsoever.


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

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Does Social Media Impact Search Engine Rankings?

does social media impact search engine rankings

 

It’s the question that anyone using social media as part of their web marketing wants the answer to: Does social media impact search engine rankings?

Most SEOs agree that social media marketing itself has very little direct impact on rankings. That means that doing X via social media rarely results in rankings going up.

But that doesn’t mean that social media doesn’t have any value in regards to SEO. In fact, the opposite is true. As far as we know, search engines are currently not using direct social media signals as part of their ranking algorithm. However, the benefits received from social media often do translate to those things that the search engine algorithms care a great deal about.

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

....