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You hired someone for marketing… ask yourself:
How much of ‘Don’t Know You Don’t Know’ are you willing to consider to get marketing results?
You know how it feels to wish you knew something years ago because it would have saved costly setbacks?
That’s what the bolded principles below will do for you- save yourself years of marketing struggle… and hopefully a handsome marketing ROI that brings you a steady flow of customers.
See that pie graph? In marketing…
- We all know a lot about a lot.
- We also know there’s stuff we just don’t know- like the actual %’s in that pie graph.
- Then there’s all the rest of the stuff we: don’t know that we don’t know.
When it comes to online marketing results, the strategy you embrace makes or breaks a marketing director, a business, or even a good cause.
You know that any success consists of accumulative 1% improvements day over prior day.
I’d like to hand your business a 1% improvement to your marketing strategy without even having to chat with us.
Read just 2 mins of this page to find what you didn’t know you didn’t know…
When it comes to internet marketing, at the bare minimum you need to be able to…
1. Inspect What You Expect
The following concepts help you plan SEO with strategy in mind to help you effectively hold your SEO team accountable to that plan. A big portion of our clients contact us after having paid thousands hoping to achieve online success with little to no results. To avoid wasted time or money (see about us page for ideas on how to waste time) we give you these game-changing hacks:
Imagine Your Website As a Lemonade StandWould you Rather Be Located In... Busy Downtown or an Empty Field?
2. Internet Field of Dreams
If you build it, will they come? Reason stands that it’s best to not build your dream in the middle of a corn field where nobody can find you. What good is your lemonade stand with tons of lemonade in a big empty corn field that nobody but the birds can find?
Step 1: Start with the data and use research software.
Building your website without first consulting the data is like picking a random spot on a map to place your lemonade stand. If nobody’s in the desert it doesn’t matter how good the lemonade tastes.
The research must come before picking a domain name or even figuring out your website design. That data must remain the guiding road map throughout. Think of it this way:
Your Webpage “Billboard” Location Matters
If you wanted a billboard to be seen by people… you don’t place it randomly. If you want people to look at it, you’ll want to know where all the people are. This is where you’ll want to map out your demographic data.
Depending on your target audience, you’ll want to see where your people are. Metaphorically, you want to scout out all the best paths, small and large roads, the best intersections, and then you may even research the most crowded places like Time Square.
Doing the proper research is this road less traveled, which ironically, is all about the roads most traveled. It is the heart of the profession of an SEO (search engine optimizer).
3. How To Trust the Marketing Plan
Would you consider choosing metaphorical New York’s Time Square as the first choice spot for your lemonade stand? Maybe, but keep in mind: the greater the visitor traffic the more competitive it is to get there.
Choosing the most popular spot as your first target is probably the commonest mistake in internet marketing.
The easiest way to see if an SEO company is worthwhile is to look at the keyword phrases they target in the proposal they send you. If the keywords are unrealistically competitive you know you need a second opinion- especially if the SEO authority of your site is just getting started.
It might sound counter-intuitive but the more excellent strategy is to avoid the popular keywords at the beginning and go for the less competitive ones.
4. “Long-Tail” is the Word To Know
High volume and lower competition keywords with a specifying element are called “Long-Tail Keywords”. These are valuable search phrases with a higher degree of specificity.
Popular Keyword Example: SEO Analyst
Long-tail Keyword Example: SEO Analyst New York City
Here’s why Long-tails are your best targets:
SEO analyst software can find the absolute highest traffic roads your customers are traveling right now (searching google) with the least competition for what you offer (your lemonade stand).
This data becomes the heart of your road map and it is the absolute first step to any intelligent online venture.
5. Don’t Push a Sumo
Tackling the popular keywords can be as daunting as going up against a 600 pound Sumo wrestler. At the start, you don’t want to be a scrawny little website with no authority trying to push over a Sumo wrestler website with massive authority- it’s just not going to happen.
If you want to push over the Sumo wrestler website to get all the attention online then you must first gather the smaller Long-tail wins that build trust with the search engines.
Start at the kinder gardener’s playground with the easiest keyword phrases and work your way up. Collect the visitor traffic of each Long-tail keyword like baseball cards and you’ll start to become a bigger and bigger fish.
Scrawny Little Website= Little to no On-Page/Off-Page Optimization
Sumo Wrestler Website= Strong On-Page/Off-Page Optimization
6. Internet Marketing Chess: How to Win
Our team of internet marketing consultant ninjas agree that the key to successful internet marketing is to focus first on the road map of where you want to position your website and then invest secondarily on the experience of your website.
The road map is the strategic placement of your lemonade stand.
Think of chess: the winning strategy is more about investing in strategic positioning and really understanding how the chess board and pieces work toward the win rather than merely polishing up the look of the chess board and pieces.
Winning Strategy= proper SEO strategy (on and off-page) and knowing how to implement it.
Shiny Chess Pieces= Beautiful Website… it still improves the overall experience but it must be second priority.
7. Beware Tempting Sirens: Website Designers
Website design professionals are amazing and we all need to make friends with a good one. However, it’s imperative to note that although professions do cross, the website design profession is completely different than search engine optimization profession.
Website pros are trained to work backwards from the direction SEO professionals work. Whereas the average website designer typically works from design towards content the SEO will work from the framework of strategic content first and then perfect the design after.
Misinformation might have you believe that all you need for success is a good enough website.
Therefore, some build a nice looking house upon the sand. It’s the same “if you build it, they will come” thinking that all you need is a good enough chess board and impressive enough pieces.
Effective SEO strategy, however, follows the logic that many website designers don’t know:
New visitors come from an eye single to knowing what phrases your target audience is typing in the search bar right now -> The search engine results come from intentionally optimized website pages-> Each webpage article is intentionally optimized to target a specific Long-tail Keyword-> Each Long-tail Keyword is already vetted and deemed worthwhile to have.
In the end, to win the game you need new visitors to your website…then conversion optimization follows.
8. Google Analytics, Your Critical Stats
So your SEO analyst keeps sending fancy reports and your patience is waning. What if all the optimization work they do still doesn’t make a difference in your bottom line? Here is your one-line free online marketing consultation at its best:
The measure of internet marketing success is the increased number of new visitors month over month.
It really is that simple.
In the Google Analytics Dashboard, focus on only the line graph that shows the number of new visitors. See if the number is moving the needle in the right direction at the pace of your budget.
If you need someone to walk you through this, one of our team members’ full-time gigs is to do screen-share walk-throughs. We can send a link for you to join and then help set it all up. It’s a chance for us to build a professional relationship of trust with you.
9. Ocean-Front Property: Your Website
New visitors to your website come from a variety of sources. Our team of SEO ninjas assert that the visitors who find your site while searching for specifically what you offer yields the greatest return on marketing investment.
Buyer intent is higher on Google than on social media because of their active search for what you have.
Facebook marketing and other ad marketing are usually more passive and even bothersome at times, although these routes can also be effectively deployed.
We especially love search engine optimization because when you achieve a top ranking it becomes much easier to keep that ranking and you can build on that momentum. Your website asset then becomes a worthy asset similar to ocean front property that increases in value.
1st Position in Google Receives
Strategic positioning is what matters most. If you’re found in the top 4 spots you’re doing something right.
Even if you’re hiring it out, learning the basics of the chessboard and knowing what the pieces do is one of the best things a marketing departments can to do increase ROI for time invested.
Then, you can inspect the game to know whether or not it’s being played according to the best strategies for the victory of your company.
Website Lost and Found
Search engines use an indexing system to index where customers can find your website. Online indexing is not unlike those old paper index card systems like the kind that blew up in the Ghost Busters.
Remember the scene when the freaky ghost slimmed Bill Murray and made the library index cards go flying everywhere? Not sure which would have scared a librarian worse the scattered cards or the ghost but the element of disorganization is where your on-page optimization matters.
Your amazing webpage could be all about professional ‘internet marketing consultants’ but if the webpage words are not optimized, it might get indexed by the search engine robots as ‘cute puppy dog tricks’.
You might be interested to know how your current indexing shows up. If so, we can show you.
Search Engines, Robots, Mindless Librarians
They’re always organizing and reorganizing and our job is to make it as clear as possible for them to know where to index our webpages.
The task of on-page optimization to get our webpages indexed near the top of the pile of keyword search phrases is a bit of an art but way more of a science.
Now that you’ve researched the most valuable long-tail keywords and have optimized each page of your website to achieve the best indexing results you’re now ready for off-page optimization.
Off-page: from position #9 to #1
It’s the most technically advanced part of SEO and for good reason.
On-page optization is needed can get you on the first page or two of the search results.
Off-page optimization is what takes your website from the bottom of the first page to the very top.
The original Google search engine algorithm bases indexing of websites almost entirely on the number of websites that link to that website. In the olden days of SEO ranking, companies could get their website at the top by hiring someone to get thousands of links no matter where they came from.
Google rankings have adapted with ranking penalties that continue to evolve and keep the crazy ninjas somewhat at bay.
The core take-away is to build your website links naturally, for long-term success, and vet the metrics of those websites who link back to you.
With each update that seems to be coming with increasing frequency, SEO teams either sink, swim, or end up charging for what they can’t deliver. This is why it’s critical to be able to inspect what you expect from your online marketing.
Just as it is with the science of optimizing a webpage for search engine indexing, healthy off-page optimization is essential to achieve those top rankings of the all-important long-tail keywords. Our team will gladly show anyone the best tactics for effective on-page SEO but the mastery of off-page SEO will always remain our secret sauce.
Our super ninjas have invested years of mastering their chess game and this big picture overview is only a small part of how to objectively measure your website’s SEO progress.
We even put a nice outline together for how to best optimize for on-page and even include the exact software tools you’ll need to do it.
And Now the Big Guns
Imagine a flow of new visitor traffic to your website within just 2-3 short weeks from now.
It’s possible to deliver leads via paid ads on Adwords, Facebook, etc and direct traffic to your SEO keyword pages to boost those rankings at the same time. You can get fast results while building your long-term asset.
This is success before you even get started…but how aggressive you are depends on your budget.
We would love to launch your venture together- let’s make it happen. Let’s get in touch.
The next step is to reach out to us or if you’re still deliberating you can visit our About Us page.