Velocitize your web marketing

Avoiding Website Navigation That Makes Users Never Want to Come Back

In my experience, grocery stores are one of the most frustrating places I go. I really try to avoid going at all costs. Why?  Because when I go, I’m usually looking for unusual ingredients for something special my wife is planning to make. She sends me there for things like ground red pepper, evaporated chicken broth, rare beans or chopped green chiles.

If I were going there for some milk, then no problem, because I know they always put the milk in the back corner of the store. But when I (the non-frequent grocery store user) go for unusual items, I have no idea where these random things are located (the frequent shopper who’s been up and down the aisles hundreds of times might). Anybody with me?! Can I get an amen?!

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Final Lap: Winning Web Marketing Reads–May 2014

A Weekly Review of Web Marketing ArticlesIt’s hard to keep up on the latest thought leadership, ideas, trends and news in the web marketing industry, which is why we bring you the Final Lap. Each member of Pole Position Marketing Pit Crew, and the office alter ego, Max Speed, bring you their winning article to help your business.

Topics include SEO, paid search, usability, link building, local search, content marketing, social media and other areas of marketing and business. Plus, you’ll find articles that have earned “honorable mentions” and are also worth a read. Enjoy and feel free to comment with your winning articles.Continue Reading


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Using Social Media For Getting Leads

lead generationFact: Social media is time consuming.

If you knew you could generate solid leads for your business by using social media, would it be worth the time and financial investment? When growing your sales through social, it’s helpful to consider which channels to target as well as develop a strategy for your content, engagement and promotion that aligns with your overall marketing goals.

Effectively promoting quality content, and thoughtfully engaging with your followers and targeted influencers, is more important than being on every social platform. Pick the networks where your audience is most active and implement your strategy. For more tips on growing sales and achieving your business goals through social media, read this post I contributed to on Marketo.


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Types of Keywords to Avoid

Keywords to Avoid I understand. You have a reason for going after specific keywords. However, targeting certain types of keywords is a waste of time and effort. Why? They won’t perform as expected. Sure, they might bring traffic to your site, but they likely won’t increase conversions.

But, what types of keywords should you avoid? Find out in my latest post on Search Engine Journal, Lessons in Keyword Stupidity.


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Final Lap: Winning Web Marketing Reads–April 2014

A Weekly Review of Web Marketing ArticlesIt’s hard to keep up on the latest thought leadership, ideas, trends and news in the web marketing industry, which is why we bring you the Final Lap. Each member of Pole Position Marketing Pit Crew, and the office alter ego, Max Speed, bring you their winning article to help your business.

Topics include SEO, paid search, usability, link building, local search, content marketing, social media and other areas of marketing and business. Plus, you’ll find articles that have earned “honorable mentions” and are also worth a read. Enjoy and feel free to comment with your winning articles.Continue Reading


Download The Best Damn Web Marketing Checklist

The Best Damn Web Marketing Checklist Gets an Upgrade—and a Cheat Sheet!

Seven years ago I embarked on a journey to create The Best Damn Web Marketing Checklist, Period! I did and it was… if I may say that with humility. The free PDF we created has been downloaded tens of thousands of times over the last seven years and continues to get a handful of downloads every week even today.

But today is not seven years ago, and web marketing has changed. Back then, social media marketing didn’t (or barely) existed, mobile sites weren’t even a thing, and local search meant typing in the geographical location into your search bar.

Last year I set out to create an even better Best Damn Web Marketing Checklist, Period! I did and it is. The new version, which will be published as a book in a couple months, includes 13 new checklists (36 total) and more than 200 new action points (somewhere around 635). That’s one big damn checklist!

Get the Cheat Sheet Today!

Since the book will be sold on Amazon, we decided to create a free companion piece called The Best Damn Web Marketing Cheat Sheet!

The cheat sheet contains all of the action points of the book, minus the explanations and examples. It’s designed to accompany the book and give you an easy to print and reference document, but it can certainly stand on its own.

Today we are releasing the cheat sheet as a free download. So what are you waiting for? Go get your free copy today. Your website will thank you!


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There Are Keywords You Don’t Want To Target

Eliminate Ambiguous KeywordsIf you’re of the flock that think keyword research was killed by Hummingbird, I urge you to reconsider. Researching your keywords has never been about finding keywords to cram into a page in order to rank it. It’s about finding keywords that are relevant to your audience and creating definitive content on the topic.

In the beginning stages of keyword research, it’s important to eliminate the extraneous phrases – narrowing it down to the keywords that make sense for your business and those searching for what you offer. In my latest post on Search Engine Journal, These Aren’t The Keywords You’re Looking For, I take a look at fine tuning your keywords in the research process.Continue Reading


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Final Lap: Winning Web Marketing Reads–March 2014

A Weekly Review of Web Marketing ArticlesIt’s hard to keep up on the latest thought leadership, ideas, trends and news in the web marketing industry, which is why we bring you the Final Lap. Each member of Pole Position Marketing Pit Crew, and the office alter ego, Max Speed, bring you their winning article to help your business. Continue Reading


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Improve Your Website By Getting Beyond Who’s Right and Wrong

In my efforts to help businesses improve the conversion rates on their websites, I hear objections ALL the time. Behind the objections, I have observed fear (about how the changes will perform), offense (because they think I’m implying their work isn’t up to snuff) and procrastination (because they want to avoid the scary world of testing).

A few factors that I’ve seen contribute to this include:

  • Stakeholder’s opinions about what will work best for a particular site or page within a site are usually strongly held, whether it’s because it’s what they like themselves or what they believe as a professional.
  • Stakeholders are emotionally attached to their work.
  • There’s a lot at stake for everyone when it comes to the performance of the website.

The resulting situation can get messy. It typically involves arguments over opinions about what to do with the site in an attempt at improvement. But this kind of activity can be damaging to your team’s relationships.

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Less Is More When Writing for Landing Pages

Yes, I know why you include so many words on your marketing landing pages. It’s because you really, really, REALLY want your visitors to get it. You want them to understand all that it is you have to offer them and how choosing to do business with you is really going to change their lives. You want to use all of the information you can to persuade them to stick with you, to continue on the journey to being your customer. Problem is—they don’t read them. I know you worked hard on it, and I’m sorry.

So, what do you do now? Throw it all away? Doesn’t there need to be some explanation about the page and how the user will benefit from continuing on? Why, certainly yes. Your pages must still persuade users to work through the conversion process. But, they must do so in ways that fit with how people use the web. It’s time to get out that “red pen” and make a couple of changes; namely employing a less-is-more approach.

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