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7 Tips for Developing an Effective PPC Campaign

Pay Per Click advertising is one of the most cost-efficient forms of marketing, and it’s particularly well suited for generating leads. What’s best is that a carefully planned PPC campaign can positively impact your SEO and give you immediate results. Businesses can use these benefits to grow their customer base and improve their bottom line. However, while PPC may seem like the easiest form of advertising to put together, campaigns will still require planning and preparation. To help you out, we will present seven tips for developing an effective PPC campaign.

  1. Research your customers

PPC is a form of advertising that relies on presenting an enticing offer, which needs to interest your audience enough to click on one of your ads. You will first need to research your customers, their online behavior, and shopping habits for this to work. You can divide your audience into segments and then develop separate PPC ads for each market segment based on their interests. Accurately define the traits of your perfect customer, and once you know who you are marketing, constructing your campaign will be much easier.

You can also use PPC ads for retargeting users who have visited your website and looked at specific items. It’s often cheaper to go after an already existing prospect than to initiate a new lead into your sales process. Include listings for the items they viewed in your advertising. When developing an effective PPC campaign, you should carefully consider all of your targeting options and what you want to achieve with your marketing – which brings us to our next point.

Person clicking on PPC ads.

Create detailed customer profiles to know who you will be targeting.

  1. Define goals and set limitations for your budget

Before you launch any marketing campaign, including PPC, you should take a moment to think about what you want to achieve. Define your goals, how much you are willing to spend to accomplish them, and how you are going to monitor how the campaign is performing. The goals can vary and range from building awareness for your brand, generating interest for a new product launch, or simply providing your sales representatives with actionable leads.

Once you know your goals, you should set the benchmarks you are aiming for and devise methods of tracking your progress. The budget for PPC ads is another essential concern that is often neglected. Although PPC is a relatively cheap form of advertising, you should figure out how much you want to spend to generate a single lead.

  1. Know your keywords and negatives

Keyword research is an integral part of SEO and any marketing campaign. However, many business owners and marketers are still unaware of the importance of negative keywords. These are specific phrases that you want to exclude from your PPC campaign. If you don’t factor in negative keywords, you could end up spending resources targeting the wrong audience. PPC works best when you accurately define all of the parameters. Since keyword research can be complicated, you can rely on experts in the field of digital marketing to help you perform a PPC analysis. Remember that you will also need to include those keywords as part of your overall SEO strategy, not just your marketing, to get the best results.

Marketing materials for upcoming PPC campaign.

Know which keywords to include and which to omit from your PPC and SEO campaigns.

  1. Optimize your website

Now that your PPC campaign is slowly taking shape, you can use some of that research to optimize your website. Search Engine Optimization can increase your customer base and help you reach more users. Your website needs to work in tandem with your marketing. Developing an effective PPC campaign will only get you so far – it can bring users to your website, but you need to give those visitors a reason to stay. A functional and optimized website with informative content can be a valuable resource for online users. Satisfied visitors will keep coming back to your site, giving you more opportunities to sell your products.

  1. Have breathtaking landing pages

Although your entire website needs to be optimized appropriately, you should pay special attention to the landing pages. PPC ads will generally bring users to a specific page on your site, called the landing page. You can design different landing pages for the various versions of PPC ads you will be running. Remember that the first impression is the most important one, and create your landing pages to inspire users into immediate action.

Smartphone used for signing a document.

You can use PPC ads to inspire users to sign up for your services.

  1. Have a strong CTA

The Call To Action usually takes the form of a button placed on your landing page. It is intended to inspire users to perform a specific action on your site, such as subscribing to your newsletter or making a purchase. However, if you are developing an effective PPC campaign, you can also match the CTA on your landing page to your PPC ads. You shouldn’t confuse users about which action you want them to perform. Make that message clear in your marketing, and carry it over to your website. CTAs can be great for generating leads, but you will need to nurture those leads until they are ready to make a purchase. Thankfully, numerous software tools are available to help you keep track of how leads are progressing through your sales funnel.

  1. Test different copies of your PPC ads

Most marketing experts recommend that you test various forms of marketing to see which has the best ROI and the most significant impact on your SEO. You can perform simple A/B tests to see which version of your ads gives better results. This type of testing is particularly effective for PPC because you can directly measure which copy has a better click-through rate.

To summarize

You can achieve great results with a carefully planned PPC campaign. You can draw more attention to your business, generate leads or boost sales, and all you need to do is follow these seven tips for developing an effective PPC campaign.

Sales Process Optimization: 7 Steps to Higher ROI

The sales process is essential for any company, and it should be constantly reevaluated. Unfortunately, consumer behavior can change over time, which means that you will periodically need to examine and optimize your sales process. Today, we will walk you through sales process optimization: 7 steps to higher ROI.

1.     Document your current customer journey

Although there are many similarities in how sales are made across any industry, every company is free to deviate from the norm. Take a look at the customer journey for your company. What are the exact steps a user needs to take before becoming one of your customers?

Ask your sales team about all the techniques they use to turn someone into a customer and ask the sales reps to help you document the process. If you optimize for SEO, your website can do a lot of the heavy lifting by increasing your customer base through organic traffic. Keep in mind that it’s not the responsibility of the sales team to generate leads; however, they are the ones who follow up on potential customers.

The first step in optimizing any process is understanding what you are working with. Once you have a clear idea of the customer journey, you’ll be able to tell how many points of interaction you have with your customers and what your sales team does to establish trust with customers. Looking at the current system will tell you which areas need improvement.

A sales representative on the phone with a customer.

Identify the weaknesses in your sales process and turn them into opportunities for growth.

1.     What are the weaknesses of the current sales process

No system or process will be perfect, and knowing what your weaknesses are will tell you which areas of the sales process need immediate attention. See which obstacles are causing stalled sales and which actions are required to overcome them. If your leads are constantly getting stuck in the same place of your sales funnel, then you need to find a solution for that bottleneck, or your bottom line will suffer.

For example, users may present interest regarding your services, but you can still have trouble with your website conversions. The experts from Convert More suggest installing a widget to connect customers to your sales team instantly. Even if you don’t manage to close a sale on the spot, it’s important to nurture leads through your sales funnel.

2.     Define your target audience

You might already know who you are marketing your products to, but it’s helpful to know who your ideal customer is to make the most of your sales process optimization. The best way to do this is to create an ideal customer profile. Not all leads will be equal, and if you have done your due diligence and created distinct customer profiles, it will be a lot easier to separate your leads into categories.

This approach will let you focus more energy on pursuing higher-value leads. You should always prioritize leads closer to completing a purchase or have shown interest in upsells and high-value orders. Dedicating most of your efforts to high-value leads will give you a higher ROI from your sales representatives.

Sales and marketing teams working together on optimization for a higher ROI.

It is your job to get employees to agree on sales process optimization.

3.     Bridge the gap between sales and marketing

If you plan to do any sales process optimization, you will probably alter how leads are generated and followed up on and how your existing sales funnel functions. These changes will have the highest impact on your sales and marketing departments. To get a higher ROI from your sales process optimization, you should ask both departments for ideas and feedback for the changes you plan to implement. Representatives from these departments don’t always see eye to eye when it comes to the KPIs for their individual goals. Therefore, we recommend having a neutral third party oversee the optimization process. Keep in mind that you should also measure the effectiveness of your SEO, which can give you additional insight into how well the current system is performing.

4.     Automate whatever you can

A great way to streamline your sales process is to implement tools for software automation. Choosing the right CRM software for your business is far from easy, and many companies make the mistake of getting the wrong software for their needs. It’s important to remember that you should use tools that will help you effectively bring your ideal sales process to life. We often see companies make the mistake of adapting their sales process to the available tools. Realistically, there are many options to choose from, and you shouldn’t settle with sub-par solutions.

5.     Make sure all your employees are embracing the changes

People are naturally hardwired to resist change. This is especially true when it comes to learning new skills and using automation software. Some of your employees might fear that they will be out of work due to the automated tools you will be implementing. It is your responsibility to assure them that their jobs are safe.

Explain that the new tools will help by taking over mundane tasks and that your sales team will have more time to dedicate to leads. Be warned that, unless you get everyone to accept the sales process optimization, the new system you are implementing will run into a lot of roadblocks.

A laptop

Track the metrics and get ready for another round of optimization.

6.     Set goals and monitor results

You’ll need to come to terms with the fact that sales process optimization isn’t a one-and-done thing. To ensure you are achieving a higher ROI and that your system is operating optimally, you will need to monitor results. Set the Key Performance Indicators according to the feedback you have received from the teams involved in your sales process. You should also set a date when you will review the results and perform another round of optimization.

The bottom line

We’ve given you the rundown on how to achieve success with sales process optimization: 7 steps to higher ROI. There is always room for more improvement, so you should keep that in mind and try to think of ways to make things work even better.

The Best Way to Migrate a WordPress Site

In a fast-paced, increasingly competitive digital world, there are ample reasons why one might need to migrate a WordPress site. Typically, it’ll be due to hosting provider issues and objections, such as security, performance, or cost. Other times a site merger might suffice, if the intent is to reap SEO and ranking benefits. In all cases, however, it’s a lengthy process that can often go wrong without proper care. So, let us explore the best way to migrate a WordPress site, step by step.

Migrating a WordPress site: manually versus automatically

First, let us briefly note that there are, largely, two main ways to approach this process; manually and automatically. Each has its setbacks and perks, namely:

  • The manual approach requires technical expertise, while the automatic approach doesn’t.
  • Automatic migrations might produce issues for larger, more content-rich websites.
  • Tackling more complex migration needs might require a manual approach.

Tools to do so automatically include third-party tools and WordPress plugins like:

  • Duplicator
  • WP Migrate DB
  • All-In-One WP Migration

Still, this approach may not satisfy your needs. So here, we’ll primarily focus on the manual approach, noting useful tools along the way. This should ensure a safer process without requiring deep expertise in the field.

Merging WordPress sites

Finally, let us briefly note that site mergers will essentially follow a similar process. It won’t be quite identical, however, so please don’t use this tutorial for this purpose. Since mergers are usually more demanding SEO-wise, we’d suggest consulting professionals such as wpfullcare.com for your needs.

The best way to migrate a WordPress site, step by step

With those notes in mind, let us now walk through the migration process.

#1 Back up your website

First and foremost, as with all such practices, you’ll need to back up your site. Should anything go wrong, you should have a backup in hand to fall back to.

There are two ways to do so; with third-party tools or manually. For the former, you may use such WordPress backup plugins as:

  • BackupBuddy
  • VaultPress
  • WP Time Capsule
  • UpdraftPlus
  • ManageWP Backups

If you’d rather do so manually, you’ll need a File Transfer Protocol (FTP) tool. For PCs, FileZilla is an excellent option that WordPress endorses.

Using it, you may connect to your site’s server using your SFTP credentials and download your site’s files from its root folder. If you do so, remember to also get the .htaccess file, which is set to be hidden by default. Through its help menu, have your FTP tool display hidden files so that you don’t miss it.

For more information on this step, if you choose the latter route, you may consult WordPress’s article linked above.

#2 Export your WordPress database

Having done so, you will then need to export your WordPress database. This you will need to do manually, but the process is fairly easy:

  1. Log in to your web server’s cPanel
  2. There, open the phpMyAdmin application
  3. Choose the database you want, which includes your WordPress installation
  4. Select it, and click on the Export tab
  5. Select Quick under Export Method, and click Go

This process will export your database in a .sql format. Keep the output file in hand, and you’re ready for the next step.

#3 Create a new SQL database

Next, to migrate a WordPress site, you will need a new SQL database to migrate it to. For this step, we will assume your new host uses cPanel software and the MySQL Databases application. If they do not, you will need to contact their support team and have them guide you through this step.

If they do, the process here is fairly simple too:

  1. In cPanel, navigate to Databases>MySQL Databases
  2. There, create a new database
  3. Create a new MySQL user, add it to the database, and grant it All Privileges

As you do, note down the user’s credentials for later use.

#4 Edit your site’s wp-config.php file

Now, before importing your old database to the new one, you will need to make some more adjustments, specifically to your old site’s wp-config.php file. This too you must do manually, but this too shouldn’t present challenges.

First, locate this file among your site’s files you downloaded earlier, and make a backup of it to be safe. Then, you’ll need to use your text editor of choice to find the following lines within it:

  • define(‘DB_NAME, ‘db_name’);
  • define(‘DB_USER, ‘db_user’);
  • define(‘DB_PASSWORD, ‘db_pass’);

Each of these lines will now be pointing towards your old database’s name, user, and password, respectively. Replace the lowercase variables with the ones you created for your new database, save your changes, and close the file.

#5 Import your database

You’re now ready to migrate a WordPress site proper, by beginning to upload your old files to your new host. First, you must start with the database itself.

For this step, you will need to do the following:

  1. On your new server, log in to cPanel and launch phpMyAdmin
  2. Select your new database, and once it opens, select the Import tab
  3. Navigate to File to Import, click on Choose File, and select the .sql file you exported in step #2

Before you click Go, make sure that the format is set to SQL. If the Partial Import checkbox is ticked by default, un-tick it.

If both are covered, you may now click Go and have the import process begin. Wait for it to finish, and you may move to the next step.

#6 Upload your files to your new host

With your new database in order, you’re now ready to upload your old website’s files to your new one. Here, you will need your FTP tool of choice once more.

  1. Log into your new server via FTP, and navigate to its root folder
  2. Right-click anywhere within it, and select Upload
  3. Select all files you downloaded in step #1, including the updated wp-config.php file from step #4, and upload them

Once this step concludes, do not delete these files’ local copies in case you need to roll back the migration.

#7 Final settings

The final few steps to migrate a WordPress site are all fairly easy too, but equally necessary. In order:

  • Change your site’s URL. First, you must ensure that trying to log in to your new domain doesn’t try to redirect you to the old one. To do so, you will need to change your database’s site_url and home url values into your new ones. WordPress offers an excellent article to help you with this step.
  • Replace links within content. Next, for both on-page and off-page SEO benefits, you will need to replace all the links within your content that point to your old URLs. You may do so manually if you have little content or use such tools as Search Replace DB to do it automatically. If you’re unfamiliar with it, the WordPress plugin library also offers relevant plugins for this step.
  • Change your DNS. Finally, you will need to reconfigure your domain’s DNS settings to point to your new domain. This process will vary somewhat, and your new host should be able to help with this. Still, WPExplorer offers a handy article if you need additional help.

With these final touches, you should now be done, and your new site should be almost ready to go. Give your DNS changes about 48 hours to take full effect, and you’ll have completed the process.

All done!

So that’s it; the best way to migrate a WordPress site safely and relatively quickly. While not the quickest or easiest process, this tutorial should cover everything you need to see it through. Keep your backups in hand and your new host close, and good luck!

How to Choose the Right CRM for Your Business

Every business needs to have a way to track sales and customer data. Modern Customer Relationship Management software tools can help you accomplish these tasks, but they can also be used to streamline your entire business. For this reason, it’s vitally important that you choose the right software which can help you achieve all of your business goals. We are going to give you a detailed explanation on how to choose the right CRM for your business.

1.   Define your goals

You may have heard that CRM software is suitable for pretty much any business, but if you have no idea why you are implementing it, you can be in for a world of trouble. The truth is that CRM software can give you powerful tools and access to large amounts of data, but it is up to you what you’ll be able to achieve with them. The first step you need to take is to define what problems you are trying to solve with CRM and which goals you want to accomplish.

CRM can be used to:

  • Organize and track leads. Every company is constantly trying to find ways to increase its customer base. CRM can help you with that, but you’ll also be able to sort leads by priority or by market demographics.
  • Measure customer behavior. Track not only what your customers are purchasing but also how they are interacting with your website and your employees.
  • Automate time-consuming operations. No one wants to spend unnecessary time on data entry. CRM can help you automate mundane tasks and help generate and send large numbers of emails.
  • Share information between team members. Your employees will be able to access all the information they need without having to wait on other teammates to pass the files along.
  • Generate specialized reports. Different teams might require only specific data in their reports. CRM will let them select only the stats they need to monitor and compare and generate individualized data reports.

2.   Know which data you’ll track

Once you have clearly defined your goals, it should be pretty obvious which metrics are important. However, you should still communicate with your various teams and get their input on what relevant KPIs they would like to monitor. If you narrow down the scope of what data you are looking at, it will be easier to choose the right CRM for your business.

3.   Get everyone on board

Some team members might have difficulty adapting, or they may simply be resistant to change. Employees in the sales department tend to be particularly hesitant to adopt CRM software since they can feel threatened by the level of automation that CRM can provide. However, you need to train them and explain that automation is there for their benefit. They can use it to streamline or completely take over mundane tasks like data entry. This frees up time for your sales team to do what they do best, and that’s build relationships with clients.

Train your employees to use CRM to connect with clients since they will have all the information they need at their fingertips. Instead of fearing that the software will take over their jobs, you need to show them that it’s only there to empower them. Employees will also be more likely to adopt the CRM software if you ask for their feedback while choosing the software your company will use.

Teammates working together to pick the right CRM software.

Bring everyone on board when choosing CRM software for your business.

4.   Document how you currently measure product quality

Since CRM is a powerful and comprehensive data tool, you can also use it to monitor the quality of your products. However, first, you’ll need to have an accurately documented process of how you currently monitor and maintain the quality of your products. Determine which metrics are important to keep the quality of your service or product on a high level. Choose the right CRM for your business, and it can help you focus only on the important data without wasting time and resources. You’ll be able to deliver a quality product to your customers and monitor their responses and satisfaction. Fortunately, CRM software can also help you deal with customer complaints and catch any problems in your production process in time.

5.   Consider any specific needs

Your company may have specific needs that can influence your choice of software. Consider if you require the following:

  • Mobility. If many of your employees are working on-site, they may need to use the CRM software through phones or tablet devices.
  • Other software. What other systems is your company currently using? Ideally, you’ll want something that can integrate well with other tools or your website or something that can replace all of the functionality they previously provided. Adopting new CRM tools could be an excellent time to redesign and launch a new website.
  • Cloud or on-premise. The type of deployment can depend on the level of your technical expertise. However, you also need to consider if you have the capacity to physically host the system at your location.
  • SEO. You can use CRM to coordinate and measure your SEO efforts, and you’ll get feedback on what has a good ROI and what isn’t working.

6.   Ask for a demo

Most companies who offer CRM software will be glad to give you a demo and let you test out their product. Make the most of the demonstration, and try to use as many different features as you can. See how well the software can adapt to your needs and how it solves the current problems you are facing. Don’t just assume that everything will work fine and skip the demonstration. Instead, you should dedicate a lot of time to finding the software’s weaknesses and discovering any issues while you are still demoing it.

In conclusion

As you can see, you might not need the best or most powerful tool on the market. To choose the right CRM for your business, you just need to find something that suits your company’s goals. Instead of going through every available toolkit, start by determining your business priorities, and then find a CRM package that manages to do that while still staying on budget.

 

Benefits of Using Google My Business App for Local SEO

One of the most important tools for boosting your local SEO is the Google My Business app. Not only does it improve your online presence, but it also helps engage new clients on the internet. The app is very easy to manage, and the interface is very intuitive. Thanks to the mobile app, you can immediately update business information, no matter where you are. One of the best things about using the Google My Business App for local SEO is that you get to enjoy the benefits right away. There is no need to wait and hope for the best. Let’s see what the Google My Business app is and what benefits you can expect.

The Google My Business app is changing the SEO game for the better

Before launching your website, you want to make sure that all of the technical SEO is ready to go. There are many various apps to help with this process, and the Google My Business app is one of the best. This is an extension to Google’s business listing.

A required step before you can use the app

In order to use it, you first need to create an account and claim your business. To do this, you will need to use the desktop version. Another important thing is to have your listing verified. This step will boost the authority and credibility of your website.

The process of claiming your business is pretty straightforward. Once you find your business, you just need to select the “Own this business?” option and verify the ownership. Depending on the option you pick, you will either receive a PIN or an automated phone call.

After you complete this procedure, you can download and use the app.

What can you do with the Google My Business app?

The primary purpose of this app is to help you manage your business online. You can update business details, Google Maps, and help clients locate you more easily.

Mobile-only benefits

Before we go into the app’s benefits in more detail, keep in mind that some of these features are only available through the mobile app. One of the examples is the accessibility option for vision-impaired users. Furthermore, you cannot see your followers if you are on the desktop version.

User-friendly features of the Google My Business app

Here is where things become more interesting. One of the reasons why you need Google My Business is to increase your customer base through SEO. The mobile app helps in many ways by providing you with these fantastic features:

  • You can answer any questions or messages from your clients;
  • Manage how customers see your company on Google Maps and Google Search;
  • Discover how customers find out about your business and how they interact with your company using Google;
  • Manage complete updates about your business, special events, or special offers for your clients.

These simple features will really improve your satisfaction with Google My Business. Not only that, but they will make the entire management process quick and easy.

The biggest benefit of the Google My Business app – improved local SEO!

Local SEO should be your number one focus. Before you can expand your business, you need to become the best in your area. That’s why Google My Business exists.

To grow your local customer base, you also need to boost your business’s presence online. One of the best things to do is use citations, as they integrate with Google My Business phenomenally. They are mentions of your NAP information (business name, address, and phone number) all across the web. The team behind AZ Citation Services argues that combining citations and Google My Business is the right way to advertise your business online.

Let customers review your business

Another massive benefit of using Google My Business is that customers can leave a review. The best way to advertise your company is through customer testimonials.

Use the mobile app to monitor customer reviews, and say a few words of gratitude. If you received a bad review, immediately respond to remedy the problem.

Put your business on the map

One way in which customers look for what they need is by using Google Maps. Since they are a part of Google My Business strategy, this is an excellent opportunity. There is no better approach if you wish to turn online visitors into paying customers.

A person using Google Maps on a mobile device.

Google Maps play a crucial part for people worldwide. You need your business there.

Communication is key

We already mentioned how the mobile app allows you to respond to your clients quickly. This is probably the best feature you can use. We also spoke about responding to customer reviews. Understand the core features of communicating with customers via the app, and use them whenever you can.

Google My Business listing is free of charge

When people start using various tools for SEO, they usually spend a lot of money. You constantly need to spend time calculating return on investment on SEO efforts, only to make sure you are not overspending.

Well, there is no reason to fear spending too much money on this. Google My Business listing is free of charge. There is really no better way to show how important this strategy is. It is a free way to expose your business to a large group of interested customers.

Using the Google My Business app will substantially help your business

GMB application is a versatile and free tool that substantially boosts your SEO. It is the tool of the future. Furthermore, using the Google My Business app will help with the local search engine optimization. This is probably the most important thing to understand. Get to know the app as much as you can and experiment with it. It is a rare chance to get something for free and increase the profit as a result. With that in mind, start with Google My Business today. Best of luck in your future endeavors!

 

Your final checklist before launching your website

The time has come, and your site is ready. All that is left to do is the final push to lift things off the ground. But be sure not to rush with it. It’s always a good idea to go over the whole thing once again. And that’s where our final checklist before launching your website comes in. It’s there to bring your attention to all the small details and issues that could turn into more significant problems later on.

We’ll break everything down as much as possible, so it’s easy to follow step by step. So, let’s see what are the aspects that you’ll want to keep your eye on before you make your site live.

The functionality

Your site is only as good as it is functional, so this is the first thing you should check. At the end of the day, you can’t increase your customer base if people can’t find whatever they’re looking for on your site. Here are a few elements that you want to see on your pages.

  • Navigation menus
  • Dropdown menus
  • Lazy loaded images
  • Pop-ups and sign up forms
  • Content that loads dynamically

Of course, you don’t have to have all of these for your site to be perfectly usable. However, be sure to check all the things that you have to make sure they all work as they should. Run your site on a couple of different browsers and devices, and see if you can spot any issues. If you notice anything you don’t like, give feedback to your designer right away.

It’s not unusual for a feature to work in Google Chrome, for example, but that it just doesn’t respond in Safari or some other browser. These problems are easy to solve, but they can ruin your customer experience. So, be sure to do regular check-ups to keep everything in good order.

Two women in the office talking about your final checklist before launching your website.

The first step in your final checklist before launching your website is to check for functionality issues.

The design

The second most important thing about your site, right after functionality, is the design. Your website must look nice to attract visitors and to keep them around for long enough so that they go through your offers.

Here again, you want to go through all your pages on different browsers and devices to see what supports what. Although these are all advanced now, they still don’t work quite the same. So, it might happen for your website to look very different across different devices. Of course, these are the things you want to avoid. You want everything to look uniform. Keep as close to your style guide as you can, and don’t mix and match your color scheme, fonts, and sizes of elements.

Designing a website isn’t a small task, and if you don’t have experience in doing it, be sure not to do it by yourself. Companies like WP Full Care can do everything for you or help you and guide you through the process. If you’re not sure which way is the right one for you, it’s always better to consult with experts than to decide on your own.

The content

Content is the number one reason anyone will come to your site, so make sure it’s all there. You can’t blame your visitors if they feel disappointed that your images don’t load, videos don’t play, or downloads don’t exist. So, the third part of your final checklist before launching your website is checking your content one last time.

Writing and optimizing your content is one of the biggest tasks when getting your site ready. You’ll probably have more than one type of page on your site, and you’ll have to create content for each of them. If you write it in a way that it’s ready to launch right away, you’ll save yourself plenty of time as you won’t have to deal with it later. So, we suggest you do just that.

Double-check everything before you proceed. The last things you need on a launch day are the typos and missing files.

A person writing on a piece of paper.

Work on your content to make your site a better place for both users and search engines.

SEO and Analytics

You’re doing your best to optimize your site’s functionality, design, and content for users, but also for search engines. You want them to like your site, so they put you higher in the SERPs. We wrote already about both off-page and on-page SEO, so we won’t get too much into the details here. However, we’ll still give you some advice that will help you rank higher.

Always fill out your meta title and meta description fields. These are the first things crawlers explore, and that’s why they’re important. Also, try embedding Rich Snippets whenever you can, and it makes sense. You’ll make your site stand out in the search results, and that can’t be a bad thing.

Besides SEO, you’ll also want to set up your analytics tool. Google Analytics and Google Tag should give you enough data to better understand your audience. You’ll see what pages of yours are the most popular and how you can use their popularity to boost your whole site. Be sure to set these tools up before you launch your site. This way, when the day comes, you’ll hit the ground running, and that’s what it’s all about.

DNS, SSL, and hosting

And the last thing to pay attention to is your hosting solution. And here, you have two choices. You can go for hosting your site on a SaaS (Software as a Service) platform or make your server. They’re both good options, but if you’re not a tech-savvy person yourself, we’d suggest going for the first one.

When it comes to registering your domain, that’s as easy as it gets. You just have to search for it on Google Domains, and if it isn’t there, you’re free to take it.

Finally, you want to add an SSL certificate to your site. That additional ”s” in your HTTPS is what makes all the difference to Google. It’s the insurance that you won’t have to deal with Google ranking drops if you keep playing by the book. Your site will be more secure, and thanks to that, it will appear higher in SERPs.

WordPress plugins listed on the screen.

The last step is to take care of the hosting and install all the plugins on your site.

And that concludes your final checklist before launching your website. Keep working on it, improve the functionality, add more content, and enjoy all the benefits your new site brings to you.

 

Ways to Increase Your Customer Base with Search Engine Optimization

Ways to Increase Your Customer Base with Search Engine Optimization

In order to survive, your business needs to grow. Most of that growth will come from attracting new customers. There are many strategies you can employ to expand your reach. But in the digital age, one of the most effective ones has to be SEO. If you learn how to increase your customer base with search engine optimization, you can grow your business effectively and affordably. But before you see the results, you need to do the legwork. So how can you use SEO to get more customers?

What is search engine optimization, and why is it important?

Search engine optimization or SEO is the collection of different tactics that make your website more visible in search engine results for select keywords. SEO can be done both on-page and off-page. Some of the on-page strategies include speeding up the website, using the right keywords in website content, and optimizing for mobile devices, while the most common and effective off-page strategy is backlinks. The combination of these tactics improves the ranking of the website in search engine results. This, in turn, increases the quantity and quality of traffic your website gets. Better traffic gives you a better chance of converting visitors into customers, which is exactly what you need to grow your business.

A person looking at website statistics.

Search engine optimization helps you improve your website traffic.

How can you increase your customer base with search engine optimization?

SEO targets unpaid, organic traffic coming from search engines (primarily Google). Therefore, the direct goal of an SEO strategy is not to increase sales or even retain existing customers. So how does SEO help increase your customer base?

Attract more customers

How did your existing customers find out about your business? Some will have seen your marketing; others may have walked by a physical location (if you have one) on the way to and from work. But a significant number of them probably just Googled something related to your business and found you online. Then, your website convinced them to become a customer. So it stands to reason that by attracting more visitors to your website, SEO helps you reach and potentially convert more people. Furthermore, because SEO is about attracting quality traffic, it’ll also improve your chances of conversion.

Build a brand

SEO will help you rank for your chosen keywords. This means that you can target the searches you want to be associated with. If you, for example, want to be known as a green, sustainable, and eco-friendly business, you should improve your ranking for keywords related to such practices. Over time, your business will become associated with the searches you rank for – that is what your brand will become.

A book about brand identity on a desk.

Branding is all about building an identity for your business.

Become more visible in local searches

If you’re running an online-only business whose products or services are available all over the world, you won’t care where your customers come from. But most businesses only have a limited geographic reach. You either have a physical location, or you serve a particular area. Either way, you want the people in your area to become your customers. You can achieve this by improving your local SEO. You’ll appear in searches related to or performed in your service area, which will attract customers to your physical location because it’s convenient for them to shop with you.

What to do when you’re trying to increase your customer base with search engine optimization

When done right, SEO is a very high return-on-investment marketing strategy. So if your goal is to increase your customer base, what is the right way to do SEO?

Produce good content

High-quality content is a must for a good SEO strategy. It’ll help you rank higher, become established as an expert in your niche, and attract more backlinks – all good things for your SEO. But perhaps more importantly, it’ll shape how potential customers think of you. If you have no content on your website, you’ll be suspicious. If you have bad content on your website, they won’t think your business is worth their money. But if you have content they like, they’ll trust you and be willing to spend on your products or services.

Use the right keywords

You will never be able to convert every single person into a customer – that’s why every business has a target demographic. To ensure that your SEO efforts are attracting this specific demographic, you need to carefully choose the keywords you rank for. Otherwise, you’ll get a lot of useless traffic that only harms you in the long run by increasing your bounce and abandonment rate. So ask yourself which searches give you the best chance of attracting and then converting the right person. Then, target those keywords specifically.

Scrabble tiles in a pile.

Choosing the right keywords is essential for any SEO strategy.

Focus on user experience

People who find your content boring, your website difficult to navigate, and your products irrelevant to their needs are unlikely to become customers. So you want to provide your users with the best possible experience; this increases your chance of converting them and then retaining them as a customer. So ask yourself what your customers want and then try to meet their needs. This question is not difficult to answer when you don’t have a lot of customers. But with an expanding customer base come some difficulties – you’ll have some very different people looking for some very different things. Luckily, CRM is a useful tool for dealing with this. Using CRM, you’ll be able to build customer profiles, keep track of each customer’s interaction with the business, and personalize their experience. This considerably improves user satisfaction.

Be patient

SEO is a very effective way to improve your visibility and increase your traffic. But that doesn’t happen overnight. You won’t go from being on page 20 of Google search results to being at the top of the first page in a few days. Instead, you’ll need to work for weeks, even months, to see serious results. So don’t be discouraged. Give your strategy some time to work. If you’re patient and persistent, you can significantly increase your customer base with search engine optimization. But you cannot give up if that doesn’t happen immediately!

 

How to measure return on investment on your SEO efforts?

How to measure return on investment on your SEO efforts?

You can measure the success of your SEO in many different ways. Google Analytics can track conversions, traffic, referral sources, and many other metrics. However, one of the most efficient ways is to measure return on investment on your SEO efforts. ROI is a crucial factor in any business project. With that in mind, let’s look at how to work the numbers around search engine optimization and find out if you are moving in the right direction.

What is SEO ROI?

As the name suggests, SEO ROI is the returning amount of resources you used to improve search engine optimization. If your SEO is bringing results in terms of better website ranking, it means that it is working. However, it is also crucial to calculate if it pays off on the financial level. Knowing how and why to do SEO is vital. If you are spending too much money to make SEO work, you need to do a little tweaking so that you don’t lose profit at the same time.

Steps to calculating SEO ROI

The best way to measure return on investment on your SEO efforts is to use a three-step tracking system:

  • track and analyze conversions;
  • split conversions into categories and analyze them separately;
  • calculate the SEO return on investment by using a simple formula;

Let’s break this down a bit more.

Conversion tracking

The only way to know if your SEO is efficient is to track and measure conversions. For example, you might use different approaches to improve on-page and off-page optimization, like doing keyword research, social media, link building, and so on. If you are focusing on link building, you need to use different methods to determine the impact of backlinks on the overall SEO.

You need to thoroughly check all of those elements to make sure they are improving your SEO. That is best seen through conversions that bring profit.

You can set up conversion tracking either by using transaction data from eCommerce stores, if that’s how you conduct sales, or by analyzing the lead generation if you are selling services or products directly to the customer.

eCommerce conversion tracking

The best way to track conversions for eCommerce sales is through Google Analytics. Use the eCommerce overview report to get all the data you need. The sooner you start collecting data, the better. Once you decide to measure SEO ROI, you will have more data to work with.

Lead generation tracking

Tracking leads for lead-generation-based businesses works a bit differently. You cannot get direct data out of the system because the sale is not happening online. You need to assign a dollar value to every on-site sale based on your previous sales. This is best done in the Goals in Analytics, and you can find that under the Admin -> View menu.

You will need to do some manual work and calculate a couple of estimates. Find an average percentage of leads that convert into sales and calculate how much an average client spends per one deal. Those numbers will help you to find the average value of your leads. For example, if on 100 leads you have 25 customers that convert, and each spends 100 dollars, you have a profit of $2500. If you divide that profit with 100 leads, you will get that one lead is worth $25.

Using this simple math, you can get numbers that will help you measure conversions for lead tracking. Keep in mind that the entire report will give you an estimate, but a pretty close one to the actual situation.

Splitting conversions into categories

Another important element of measuring SEO ROI is splitting all of your conversions into different categories. This is a crucial step if you have different channels. You need to figure out where the conversions are coming from.

For example, you might be getting conversions from e-mails, social media, even through word of mouth. You need to know what conversions are coming directly as a result of SEO.

Use the Assisted Conversions in Google Analytics to create groups and assign conversion numbers to them.

The formula for calculating SEO ROI

Once you have the conversion tracking system set up and get data, you can use a simple formula to get the ROI from your SEO efforts. You take gain from investment, subtract the investment cost, and divide that number with the same cost. If you multiply that by 100, you will get ROI as a percentage value.

Just keep in mind that some companies use different parameters to measure their profit. Whether you are using total revenue or net profit from every sale, you need to compare those numbers with the result of the formula. Otherwise, you might get the wrong data.

When to measure SEO ROI?

We did the how, not let’s do the when. It’s important to note that tracking and measuring ROI is not a one-time thing. It should become a practice that you repeat for a set time period.

To have the most control over your finances and how much you spend on SEO, it is best to measure ROI on a monthly, quarterly, and yearly basis. SEO is a long-term investment, and every step-by-step SEO guide tells you how important it is to constantly work on improving it. With that in mind, it is best to track it while going through different stages.

Measure return on investment on your SEO efforts and start making a profit

Calculating SEO ROI is a time-consuming process. It requires a lot of energy and effort. However, it is crucial to measure return on investment on your SEO efforts. You need to have total control over your finances and over how much you are spending on SEO. There needs to be a balance between how much money you put into a project and what it earns for you. Otherwise, you are only spending money that you could put to better use.

 

Step-by-step SEO guide for 2021

Step-by-step SEO guide for 2021

When we talk about search engine optimization, it all comes down to creating an effective SEO strategy. The approach you take will directly influence the outcome. Now that online businesses profit the most, it is even more important to do this the right way. With that in mind, here is a helpful step-by-step SEO guide for 2021.

Coming up with a good SEO strategy

Doing SEO is more complex than you would initially think. If you don’t have a good strategic approach, you won’t be able to accomplish much. First, you need to create a solid plan about what you are trying to achieve. Then, you need to outline the most critical points of the plan. After that, we get to the implementation process. There are no workarounds. If you want to increase your organic traffic, there is a blueprint you need to follow.

Understanding SEO

There are two main types of search engine optimization:

  • on-page SEO;
  • off-page SEO.

Before you start anything, make sure you understand the difference between on-page and off-page SEO.

In a few simple words, on-page optimization involves every element you can physically include in your website. Examples are keywords, keyphrases, title tags, meta descriptions, headings, URLs, internal links, etc.

Opposite to that, off-page search engine optimization deals with things that are not directly on your website. That includes link-building strategies, social media sharing, brand building, guest posts, and so on.

To properly do optimization, you need to combine both of these SEO types. Luckily, this step-by-step SEO guide for 2021 will teach you how!

Start with a list of keywords

To create this guide, we spoke with a few SEO expert companies. According to wpfullcare.com, having a list of keywords is a good start. The list consists of short keywords and long keywords, where short ones usually have one or two words, and long ones have three or more. Keep in mind that longer keywords have less competition, so that might be a good way to create something unique that will point to your website.

Type in a few ideas in the search bar and see where that takes you. Play with combinations of words and try to come up with something simple but memorable. Having a list of 10 keywords is a good start.

Analyze your competitors on Google’s first page

When you have the list of your ten keywords, do a search query and look at the top 10 results. Google’s first page will show you competitor companies that already use those keywords. The goal here is to change a couple of combinations and improve the keywords so they describe your company more precisely. For example, the “shoes for men” keyword is not specific enough. However, if you add more words to it, like the location, age group, and category, you will come up with something more unique.

Remember that you need to spend some time playing with different combinations to see what works best for your website.

Optimize for voice search

Voice search was viral in 2020, and that trend is continuing in 2021. With that in mind, optimizing your website for voice search is crucial. It can bring you an edge over your competitors.

Focus on local SEO

The pandemic created a gap between people. Everyone is focusing on their local retailers because they are the closest. Furthermore, even if there weren’t the pandemic, you would still need to work more on your local SEO before expanding your business. You need a strong base before you tap into other markets.

On-page strategies will help you improve your local SEO, and that’s where your focus should be. This is an extensive topic. However, as long as you understand the gist of it, you will know what to do.

All of your keywords, titles, headings, and other on-page SEO elements should include location. Use the city name or even neighborhood. Let’s go back to the previous example of the “shoes for men” keyword. The phrase will be more impactful if it says “shoes for man LA

.” You need to optimize all of your content to be location-specific.

Optimize content to reflect search intent

The content you produce must fit into a category of whatever people are looking for. There is a reason why some articles do better than others. For example, 99% of the time, people need an answer to a question. Formulate your titles so that they reflect what people search for.

Furthermore, people tend to like lists more than walls of text. They are easier to read and more concise.

Here is an example of how to improve a title. If you come up with something like “SEO tips and tricks for your website”, that title will do okay. However, if you change it to “30 best SEO tips and tricks”, it will do much better. Understand the intent of people, and you will be able to give them what they want.

Link building, link profiles, and content sharing

The final part of this step-by-step SEO guide for 2021 is understanding how to increase website traffic and ranking. We need to discuss three terms:

  • link profiles;
  • link building;
  • content sharing.

A link profile includes different types of links you must have on your website. They directly influence your rating. For example, a good link profile means you have a mix of relevant local and industry-specific backlinks and a balanced ratio between natural strong and weak links.

Once you understand link profiles, you will know how to properly do link building. Just avoid all paid forms of links or link farms because you need organic traffic.

Content sharing will help you in this. Utilize social media platforms and your customer base. By creating shareable content, you can use this type of SEO to build a brand and increase awareness about your business.

A step-by-step SEO guide for 2021 made easy

We hope that this step-by-step SEO guide for 2021 has everything you need to improve your website. Remember to take your time, focus on your clients’ needs, and mix different strategies to find the best approach. SEO cannot be done overnight; it is a process you need to revisit every week.

 

Types of Google ranking drops and how to handle them

Types of Google ranking drops and how to handle them

Google rankings are not set in stone. Through dedication and effort, you can drastically improve them. But once you reach the top of the page, it becomes tricky to stay there. Just like your ranking can improve, it can also deteriorate. A variety of different factors can cause Google ranking drops. How you deal with them will depend on the type of drop you’re experiencing. So, let’s take a closer look at some of the most common types of Google ranking drops and how to handle them.

When should you be worried about Google ranking drops?

Before you start panicking at the sight of your suddenly low ranking, consider this: fluctuation is normal. Between the work that you put in and the things

others in your niche do, you cannot expect your position on the results page to never change. It’ll go up and down occasionally, even frequently. This is not necessarily a cause for concern. It is so common it even has a name – the Google dance. So, take a moment to assess the situation. Is the drop a long-lasting one? Is it significant (meaning more than just a couple of positions)? Have your rankings dropped across multiple keywords? Is there a particular competitor that is overtaking your positions? These could be signs of a severe ranking drop that must be handled before it becomes a problem.

Google analytics for a website over time.

Make sure that the Google ranking drops you’re seeing are not just a part of the standard Google dance.

Google ranking drops caused by your practices

SEO is known to improve Google rankings well. Most on-page and off-page SEO tactics specifically aim to do so. But sometimes, they can backfire and cause you to make a mistake that costs you a good position in the search results.

You’ve made changes to your website

As a part of regular maintenance, you will sometimes make significant changes to your website. Perhaps you’ve changed your domain name or switched from HTTP to HTTPS. Maybe you’ve just done some reorganizing. Either way, this can cause increased downtime, poor link structure, lack of mobile optimization, and general errors. In the case of updates, these are often just temporary problems you resolve as you settle into your new website. But when left unaddressed, they can negatively affect your ranking.

  • What can you do about it? First, find out what the problem is by analyzing your website using Google Search Console. If the problem is something you can fix, like error pages, do so. If downtime is caused by maintenance, your ranking should go back up on its own. Finally, if the issue is so severe that you cannot fix it, restore an older version of the website.

You’ve incurred a penalty due to suspicious practices

There is no one right way to practice SEO. But there are certainly many wrong ways to do it. If you do things like link spamming, keyword stuffing, article spinning, or try to trick search engine bots, you can get penalized. While these so-called grey and black hat SEO practices can have short-term benefits, the penalties they incur can set you back dozens of positions and even get you blacklisted.

  • What can you do about it?Stick to white hat SEO, and you’ll avoid penalties. If you’ve already received a fine, stay away from grey or black hat SEO in the future.
Magnifying glass used on a laptop.

Being investigated for bad SEO practices can severely hurt your rankings and reputation.

Google ranking drops caused by outside factors

It’s possible that you’re doing everything right and still experiencing a significant drop in rankings. This could be due to the behavior of your competitors, users, or business partners.

A competitor outranks you

One of the reasons why your position might suffer on the results page is because someone else has risen to your place. Your competitor may have managed to drastically improve their local SEO, go viral on social media, or successfully market a new product launch. This is why you can never rest on your laurels in SEO – staying on top requires constant work.

  • What can you do about it? The first thing you’ll want to do is identify the competitor or competitors who now outrank you. Then, analyze what they’ve been doing recently that’s made them so successful. Finally, apply what you’ve learned from them to your website and further improve on it.

User behavior changes

Google’s goal is to serve up results its users will like. So, when what the users are looking for changes, so do the Google results. If you were, for example, relying on traffic from long-tail keywords and your users suddenly start searching for short-tail keywords, you’re likely to see a drop in rankings.

  • What can you do about it? Unfortunately, user behavior is unpredictable and entirely out of your control. The only thing you can do is to perform in-depth market research regularly and adjust your practices accordingly.

You’ve lost backlinks

Backlinks from other websites can significantly improve your ranking by contributing to your authority and directing traffic to your pages. But what happens if you are suddenly left without them? If the websites that host your backlinks remove them or simply go down, this can cause a severe drop in rankings for you.

  • What can you do about it? Find out why you’ve lost backlinks. If the host website is still up, contact the administrator and ask them to reinstate your links. If not, look for ways to gain new backlinks. A quick and easy way to promote your brand and improve your rankings can be to hire a professional like AZ Citation Services and get listed in business directories.

Google ranking drops caused by the search engine

Finally, you cannot forget arguably the most significant factor in your rankings – the search engine itself. Google is constantly working on improving its search results, and some of the changes implemented can affect your ranking.

The algorithms have changed

Google is constantly fine-tuning its algorithms to become even better at locating what its users are after. Although these changes are usually minor, they can affect your rankings if they happen in an area that is particularly important for your SEO.

  • What can you do about it? Not much – Google will change its algorithms as it sees fit. Your best bet to maintain or recover rankings after these changes is to follow the latest news from technology and SEO, learn how the new algorithms work, and adjust your practices.
Computer code.

Changes in algorithms are often minor, but they can have major consequences for your ranking.

The search results page has changed

Although this doesn’t happen very often, drastic changes to Google’s search results page can affect rankings. This happened when Google introduced rich snippets or started favoring multimedia content. If you don’t have the element Google starts featuring, you’re likely to drop lower on the results page.

  • What can you do about it? Once again, follow the updates and adjust your practices to the new results page.

You can’t entirely avoid ranking drops, so learn how to handle them!

There is no way to avoid Google ranking drops entirely – not only are they often dependent on factors that are out of your control, but they’re also perfectly normal and expected. So, what you need to do instead is prepare for them. It’s a good idea to regularly track your ranking so you can spot changes in time. Learn to recognize severe drops that need to be addressed. Finally, make sure to identify the causes for the drops you’re experiencing and then develop a strategy to deal with them.