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Introduction to social media marketing explaining why social media plays such a vital role in the success of any online business presence. Learn more at xflavor.com
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In this video interview, SEO pioneer Mike Grehan reviews how keyword placement, then links, and now social signals have affected rankings on the search engines — and what you should be doing now to boost your rankings. In the early days of search engines the primary signal for rankings was getting keywords in the right places on a webpage. Then, beginning with Google, links became the primary signal. Now search engines are looking for signals from end user behavior to deduce what users want. One such user behavioral signal is time on a page or the bounce rate. With a tool bar installed, search engines can now track what you do after the click to gauge engagement. When it comes to social signals, there’s a lot of confusion. It isn’t about who generates the most tweets. Rather, user-generated content included in ‘rich snippets’ — such as reviews and ratings — are become important social signals. Mike Grehan is an SEO pioneer. Now he is Global VP of Content for Incisive Media — over content in SES Conferences, ClickZ, and Search Engine Watch. This video interview was recorded at the SES Conference in Chicago on November 15, 2012.
Optimizing your website for maximum conversions is not a quick process, says conversion expert Keith Hagen in this video interview. He suggests you start with the ‘low hanging fruit,’ areas where you can make a big difference fast, then move to the more difficult areas. One approach is to develop personas that can guide your site development — caricatures of various types of customer personalities that you’re writing to convince. Lots of improvements can often be made with shopping carts and the checkout process, as well as online forms. To continue optimization, you can create custom paths or streams that produce a particular user experience. When you can get a user to self-identify, then you can send the user on a stream that suits his industry or needs. This kind of behavioral segmentation or targeting is the final step. Your competitors are constantly improving, says, Hagen, so you must too. Keith Hagen is the co-founder of ConversionIQ, a website and e-commerce optimization company. This interview was recorded at the SES Conference in Chicago on November 15, 2012.
In this video interview usability and Internet marketing expert Kathy Fealy offers a number of usability tips or rules of thumb that can help your website become more user-friendly — and thus increase customers’ interest in buying from you. One problem Fealy sees often is a site designed for ‘everybody.’ Rather a site should focus on the specific kinds of people who are your customers, known technically as ‘personas.’ Next, she suggests providing good headlines that tell people what they’ll find on your webpage, appeal to their emotions, and motivate them. Another key area are calls to action. Call to action buttons shouldn’t say “submit,” but what you want the person to do next, such as “order” or “review your order.” Your navigation system is important, too. Main section headings should be at the top of the webpage, but below the main header or banner. One way of finding the best overall site categories is to give users yellow stick pads with webpages written on them to organize into meaningful sections. Usability testing, even at early stages, can keep website design on track and customer-focused. Kathy Fealy is the owner of KF Multimedia & Web Inc., which helps small to medium businesses take an overall look at their web marketing plans, help them get traffic to their sites, as well as improving conversion rates by usability. This interview was recorded on November 15, 2011 at the SES Conference in Chicago.
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Frank Kern – Mass Control Teaching – build storyline that fits for your character. Frank Kern of all the Internet Marketers has built the most memorable ‘legend” – the laid back surfin’ casual dude – that disguises a driven sincere but always calculating Salesman
In this video interview Internet search pioneer Ron Jones explains the basics of keyword research and why it is foundational to all kinds of search marketing, both SEO and PPC. He outlines the four steps involved in implementing it. Keywords are the language of search — what your customers must think of and type in so they can find anything, hopefully you! Keyword research can tell you keyword narrowness or breadth, popularity, competitiveness of various keywords. People familiar with an industry, such as a CEO, may prefer pet words that real customers don’t use or search on very often. Keyword research provides a reality check. The four steps are: 1.Brainstorm keywords using a thesaurus or dictionary, or an online tool like Google Keyword Tool or Trellian Keyword Discovery. 2.Refine your keywords by scoring on a scale of 1 to 10 on the basis of competitiveness, popularity, frequency, relevancy, etc. 3.Group your keywords into categories, which become ad groups in PPC. 4.Deploy your keywords on your website with SEO or in a paid search PPC campaign with Google AdWords. Ron Jones is the CEO of Symetri Internet Marketing, an Internet agency that founded in 1998 — a real pioneer. Ron Jones is the author of Keyword Intelligence: Keyword Research for Search, Social, and Beyond (Sybex, 2011). This interview was recorded at the SES Conference in Chicago on November 15, 2012.
In this video interview, PPC expert Melissa Mackey explains four things you can do to write PPC ads that stand out from the page and attract the buyers you want to come to your site. 1. Decide what makes your business truly unique, what sets you apart from your competition, known in marketing as your Unique Selling Proposition (USP). You ad will appear on a results page with many competitors, so you need to set yourself apart. 2. Write your call-to-action. The call-to-action is what you want people to do: buy now, register, download, etc. 3. Incorporate the important keywords into the ad copy, so your ad immediately appears relevant to the searchers. For example, if someone is searching for “blue tooth headsets”: “Blue Tooth headsets, 80% off with free shipping. Buy today.” 4. Include numbers in your ad, to make it stand out on a page of all text. Often you’ll want to include your price in the ad, since you pay whenever someone clicks. So this helps you screen out people who wouldn’t buy anyway. But test this. Melissa Mackey is Search Supervisor at gyro, the largest independent B2B agency in the world. She also blogs at Searching Beyond the Paid where she writes on the topics of pay-per-click marketing and other aspects of search engine marketing. This interview was recorded at the SES Conference in Chicago on November 15, 2011.
Often you’ll have three or four things you want an ad to accomplish in a PPC campaign. But to target your Google AdWords ad for success, you need to be crystal clear about what your goal is. In this brief video PPC expert Melissa Mackey explains why this is so important. If you don’t have a clear goal, for example, you may end up bidding on keywords that don’t really advance your business. So you need to think about what you want people to do when they search for your product or service. A clear goal provides focus for the ad copy and landing page, and helps you measure if you’ve been successful. Melissa Mackey is Search Supervisor at gyro, the largest independent B2B agency in the world. She also blogs at Searching Beyond the Paid where she writes on the topics of pay-per-click marketing and other aspects of search engine marketing. This interview was recorded at the SES Conference in Chicago on November 15, 2011.
