Tag Archives: Web Marketing Plan

Vol. 65: Will Organic Search Results Survive the Rise of Voice Search and Machine Learning?

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Eminent SEO News: Three New Additions to the Team!

The Eminent team is ever growing. Over the last month, we added three new members to our staff, each joining us with unique skills and specialties. Their futures are so bright, they’ve got to wear shades! Meet the three newest additions to our team here:

Jessica Feldman – Digital Marketing Strategist

Jessica comes to us with a degree in advertising and more than 10 years of marketing experience. Jessica will be using Google Adwords, Facebook Ads and several other platforms to produce viable leads for Eminent SEO and our clients.

Learn More About Jessica


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Melanie Stern – Content Strategist

Melanie is responsible for producing premium copy for content pages, blog posts, newsletters and other pieces of content for our clients. She comes to us with more than 30 years of professional experience, including several years in advertising, radio and more.

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Vrinda Mamundi – Pay Per Click Manager

Vrinda has more than 10 years of experience in the online advertising industry, running strategic campaigns for businesses large and small. She will help us expand our pay per click capabilities in new ways to generate online traffic and leads for our clients.

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SEO Focus: Organic Search Results Facing Competition from Voice Search

Several recent articles and reports have touched on how organic search no longer has the market cornered on how people find the information they’re looking for.

Does that mean users are becoming more comfortable with relying on pay-per-click ads? Not necessarily.

As mobile search volume has surpassed that of the desktop variety, voice search is also on the rise.

Baseball Siri - ESEOMeanwhile, machine learning continues to better understand and predicts users’ behavior, and that will continue to change the look of search engine results.

Here are a few takeaways when it comes to the latest developments in organic search, voice search and machine learning:

  • A Stone Temple Consulting study found 60 percent of people want more results available via mobile search in lieu of visiting a webpage. Are digital marketers adjusting their strategies accordingly?
  • There are a multitude of incentives for consumers to turn to voice search rather than typing a query into a search engine. This trend will likely accelerate, rather than fizzle out.
  • New consumer behaviors, driven by improved voice technology, must be accounted for.
  • The first shake-up being driven by voice search will be for eCommerce businesses. They will need new digital marketing strategies to keep pace.
  • Closer analysis of how voice search, along with machine learning, could substantially change how marketers view the value of organic search results.

Other SEO Industry News

1. Google is planning to livestream its updates and announcements regarding AdWords and Analytics on May 23. Read more…

2. Entrepreneur Magazine recently covered why you should invest significantly in content marketing, even with the few risks and uncertainties that accompany the practice. Read more…

3. Google is saying it hopes to launch its official mobile-first index by the end of the year. Read more…

4. Business research firm Clutch recently conducted a large survey on how small businesses plan to address and invest in SEO in 2017, concluding that many need to adjust their strategies. Read more…

March Blog Roundup

Here are the must-see posts that went live on the Eminent SEO blog in March:

Tips For Balancing Digital Marketing And Creative Writing - Eminent SEOWriter By Day, Writer By Night: 6 Tips for Balancing Digital Marketing and Creative Writing

If you have a passion for creative writing in your free time but your duties as a digital marketing professional are a little more straightforward, here are six tips on how you can balance the two pursuits.


What Is Neuromarketing - Eminent SEOWhat Is Neuromarketing and Is It Better Than Traditional Marketing?

Regardless of whether you’re familiar with the term “neuromarketing,” you’ve probably read or heard about some of the insights marketers have learned from it. But what is neuromarketing really, and how much do you need to know about it?


Featured Service: Website and Digital Asset Audit

Given what you now know about how organic SEO is facing competition from other modes of search, it’s important to not only optimize your website, but to have other marketable, lead-generating assets. When businesses first make an inquiry into Eminent SEO, we often start with an audit before we have them commit to a month-to-month contract.

Our auditing services actually go well beyond the prospect’s website(s). We also evaluate all other brand collateral – online and offline – and evaluate whether these assets are legitimately bringing attention to the brand – and if it’s the right kind of attention. From there, we will offer suggestions and submit a proposal for how we can build up the prospect’s online presence and brand, month by month.

If you’re unsure if your website and digital assets are bringing in the right kind of traffic and want to put your best foot forward, give Eminent SEO a call today at 800.871.4130.

Learn More About Our Auditing Services

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Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Email Marketing Is Far from Dead: Here’s Why

Is Email Marketing Dead - Eminent SEO

Many marketers are quick to tout the power of social media. Twitter, Facebook and Instagram provide quick and easy avenues for engaging our customers. When it comes to building a brand, there are few better outlets than social media. Facebook has roughly 1.7 billion users, according to Statista, and it’s hard to compete with that kind of reach.

While Snapchatting and tweeting may seem like best way to attract new clientele, one area where social media lags is measurable returns in the form of sales. Social media helps indirectly: It starts and drives conversions to get people in your industry thinking about your niche.

Email marketing, however, is often where you turn those visitors into customers. If social media gets your customers in the door, email marketing is responsible for making them loyalists.

On this Halloween, let’s investigate the claims of email marketing’s supposed death.

The Case for Email

Social media is undoubtedly a marketing revolution, but there’s a reason we keep turning to email: According to research from Campaign Monitor, every $1 spent on email marketing yields $8 in return.

And while we may twist our hands trying to compose the perfect viral status update, the same research shows email does more than simply edge out the competition when it comes to acquiring new customers. It squashes it. Email is actually 40 times more effective at gaining paying customers than social media.

Why, then, do we spend the bulk of our efforts perfecting our social media campaigns? It may be the result of several misunderstandings we have about modern email marketing.

Email Marketing Myths and Truths

91 Percent Of Consumers Check Email Daily - Eminent SEO

Marketers sometimes shy away from email because it suffers from two common misconceptions:

  • They think email marketing is spam.
  • They think it’s too “old school.”

Yet, statistics say otherwise. Consider the following:

Everyone Uses Email

Millennials are often a group we try to engage due to their massive buying power. They’re also the group most likely to check their emails in bed (70 percent), in the bathroom (57 percent), and in the car (27 percent), according to Adobe. Some other compelling facts about email:

  • Gmail alone has more than 1 billion users, with more than 90 million users who access their account(s) from a mobile device.
  • Ninety-one percent of all consumers report checking their email daily.
  • Worldwide, there are 4.3 billion email accounts sending 196 billion emails each day.

Email Drives Lead Conversions

Statistically, email is more likely to create paying and repeat customers. Email marketing was responsible for the most Black Friday transactions in 2015. Nearly a quarter of those sales originated from the marketing channel, according to Custora.

These Black Friday sales facts are especially important when we consider:

  • Nearly 90 percent of marketers say email is responsible for most of their lead generation.
  • Email marketing ROI can be as high as 4,300 percent.
  • More than three-fourths of consumers say they prefer marketing-related communication to be over email.

Clearly, email is still relevant. Making it work for you is simply a matter of sending the right email, to the right person, at the right time.

Crafting the Perfect Email

Your email marketing campaign can be streamlined into four steps:

  1. Find your audience
  2. Segment your contacts
  3. Pick the right time to click “send”
  4. Turn that lead into a customer

It sounds simple enough, but it will require some legwork on your part.

Find Your Audience

Email Blasts Entire List Or Segment - Eminent SEOWe obviously want to know whom we’re marketing to, and you likely already have an idea of who your brand attracts. But marketers sometimes fall into the “Field of Dreams” approach: “If you build it, they will come.”

Creating great content might organically draw people to your brand, but is it attracting the people you want to be your customers?

Understanding your target audience requires some introspection. Ask yourself questions such as:

  • What problems do we solve?
  • Who are our current customers? What are they like?
  • Who is our competition?
  • What do we do that our competitors don’t?

Answering these questions helps determine who is going to read your content, as well as why they should choose your product or service over that of your competitors.

Segment Your Contacts

Why is segmenting so important? Research from HubSpot suggests targeted emails received 62 percent more clicks than non-segmented ones.

If you’re in the B2B community, you should segment by:

  • Company size
  • Type of company
  • Industry

Alternatively, you can choose to segment by role: function, seniority, department.

If you’re selling directly to the consumer, use that marketing intelligence. Social media data and SEO search terms will help you segment your contact list. Remember, your email list naturally decays by about 25 percent each year, according to HubSpot, so continually pursue campaigns to keep it fresh and to add subscribers.

Pick the Right Time to Click ‘Send’

Timing is everything, and email marketing is no exception. Sending the right content at the right time is a matter of finding the opportune spot in your targeted buyer’s journey. Here are some examples:

  • In the awareness stage, you’re nurturing leads. Let potential customers see the value in your product or services with free tools, eBooks, videos or SlideShares.
  • If a potential customer is already familiar with your brand, you need to let them know what makes you better than the competition. Add links in your emails to white papers, webinars, case studies, or reviews from third parties.
  • Why should a customer choose you, for the first time or once again? Offer free trial information, demos, price quotes or ROI reports.

Turn that Lead into a Customer

Lead nurturing is simple: It’s the process by which you cultivate a relationship with a potential customer so they’ll choose you when they’re ready. According to data from HubSpot, nearly three-fourths of B2B leads aren’t sales ready. Most of your prospects require nurturing, so create emails that add value.

The Importance of Mobile

60 Percent Of Adults Check Email First Thing In Morning - Eminent SEO

If your email marketing campaign isn’t optimized for mobile, you’re far behind the curve. A 2015 survey by BlueHornet found emails that aren’t optimized for mobile will fail: More than 80 percent of recipients hit delete, and another 30 percent unsubscribe.

On the other hand, 63 percent of consumers report more interest in buying a product when it looks good on their mobile device.

Since 2011, the number of email opens on mobile devices has increased by 30 percent. In fact, nearly 60 percent of adults report checking their email first thing in the morning – in bed, or over a cup of coffee.

We no longer live in a world where we sit down at our desktop to read through emails. Everything we do is on the run, so emails must be optimized for mobile and easy to digest.

Video and Images Improve Click Rates

Consumers are more likely to interact with emails that contain images and video. According to Emma Email Marketing, adding a video can increase your click rate by 300 percent. While 35 percent of users report they prefer text in their emails, the majority (65 percent) state they prefer emails to contain mostly images. Therefore, make your emails all the more attractive by including one or both of these elements.

Personalization Is the Watchword

Email Subscriber Lists Naturally Decay 25 Percent Each Year - Eminent SEO

Want to get a prospect to open your email? The key is personalization. Consumers expect to be referred to by their first names: It shows a brand knows exactly who they are. It also helps if you send an email from a real person, not a general company name.

Research shows that personalization can help improve click rates by 26 percent. Consumers also expect to receive personalized content. It’s what makes segmentation so important.

Campaign Monitor reports that almost 75 percent of consumers feel frustrated when they receive content that doesn’t appear to be relevant to their interests. This is why three-fourths of all enterprises invested in personalized messaging in 2015. Also, personalization can reportedly lead to a 760 percent increase in ROI.

Email Isn’t Dead

Email is, and should continue to be, an essential part of your inbound marketing strategy. The right personalized email turns prospects into leads, and leads into customers.

Successful email campaigns address the right audience at the right time in their buying journey. Optimizing for mobile, as we’ve seen, can also make the difference between a sale and a deletion.

Don’t underestimate the power of email in your marketing campaign. While social media is important for creating brand awareness, emails net paying customers.

Not sure where to begin? Eminent SEO can help you with your email marketing strategy and content. Click to learn more about our Email Marketing Services.

Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Social Media Takeover: How the Wrong Social Media Strategy Can Drain Your Marketing Budget

Wrong Social Media Strategy Can Cost You Thousands - Eminent SEO

When we’re living in an era when you can legitimately put a profession such as “Instagram Model” on a resúmé, you know just how powerful a tool social media can be. A once-lonely and overlooked high school girl can instantly turn famous by clicking, posting and creating a massive following. Just like that, she’s a business.

Well, it doesn’t quite work the same if your goal is to grow your business, put money in the bank, maintain a reputation and expand. What too many businesses don’t understand is how the wrong social media strategy can cost them thousands of potential dollars.

So, Where’s the Disconnect Here?

The internet age is actually still in its infancy, but it’s growing and maturing at lightning speed. It’s seemingly impossible to keep up with the amount of information that is constantly generated, no matter how valuable. There’s simply too much.

Additionally, there is a general naivety and lack of awareness about the power of social media and exactly how to use it to generate revenue. Many business owners don’t even know that an actual strategy is needed in social media to accomplish their business goals.

Every click, like, share, comment or request is all potential dollars for your growing business. Using the right social media platform and reaching out to your niche audience are what most businesses fail to comprehend. Instead, they use the wrong social media platform and cater to the wrong audience.

Your goal is to engage with your audience frequently enough to build the type of relationship that will foster loyalty and support your business.

It’s Always Best to Work Smarter, Not Harder

Money Down The Drain - Eminent SEOSocial media is a game and a precise strategy needs to be involved. There are rules to play by if you want to win. It’s not good enough to just show up on the sidelines and expect to get a trophy. You have to get in there, know your opponent, and then play better and harder.

Wasting your time Instagramming when you should be Facebooking can cost you labor dollars and decrease your online exposure – and eventually your ROI. This is why narrowing down your niche audience is so important. Snapchat is used by a much different generation and demographic than Facebook or even Instagram, and you certainly don’t want to waste your time and efforts on the wrong platform.

Don’t Be Afraid to Pull the Trigger!

Now let’s take a closer look at what evaluating a social media strategy looks like for an agency. Let’s say a client was a trendy new yoga studio located just outside of a major city. The social media agency may start with posting content on general health, wellness, the benefits of yoga, etc. to multiple social platforms. The marketers begin to notice that there are very few “likes,” comments and share on all of their posts.

The agency may start to realize that most social media platforms are image-driven, so it begins to repost the same content and add an image. This simple addition generates a significant amount of interest and response from the client’s audience, and then interaction with followers becomes more frequent.

Well, that’s great, but there are still one or two platforms (let’s say Snapchat and Tumblr) that are still not generating as much “buzz” as Facebook and Instagram. At this point, it may be better to ditch those two platforms and pour all social media marketing dollars into the ones remaining.

Now would be a great time to reevaluate the client’s target audience and the overall social strategy. The agency may conclude that there is an older demographic interested in the studio from a few clues:

  1. They are getting most of their responses from Facebook and Instagram.
  2. The studio is located outside of the city, which means the audience is most likely made up of people who are settling down and have families.
  3. Through geo-fencing strategies, this demographic has been targeted and has been receiving ads and promotions.

That’s still not the end of the agency’s marketing efforts. The marketers can now get even more detailed in their approach, and they can better specify exactly which kind of images appeal to the client’s target demographic.

The agency realizes that this “older” Facebook and Instagram crowd may be intimidated by images of yogis bending and twisting like a professional contortionist, so it decides to only use images that a healthy person at any age can easily do. This will show that the yoga studio welcomes all levels and ages of health and wellness. Even a small tweak such as this will boost audience interaction even more, which can quickly translate to direct membership sales for the studio.

The Moral of the Story:

Agencies must be quick to adjust, evaluate and reevaluate, and they can never slip into a place of complacency when strategizing for a business. They must be prepared to ditch any platform that is not producing results, based on the initial goal, and move forward with the others quickly.

But What if You’re Not the Young Instagram Model or the Stay-At-Home Mom Starting Her Own Business?

Social Media Thumbs Up Bar Chart - Eminent SEOA cheeseburger affects an Olympic marathoner differently than someone having a triple bypass. Posting frequency works very much the same. While some individual social media users can post multiple pictures and content all throughout the day, a thriving business using this tactic will quickly be considered spam. In order to capitalize on your platform and not chase away followers, it’s important to follow the rules of engagement.

Your main goal should be to increase followers and keep them engaged with your content. If you “overshare” and flood their timelines, you easily run the risk of getting unfollowed – or those who still follow you will quickly become overwhelmed by your content.

Building your business using social media is a marathon, not a sprint. The more consistent you are at posting on the correct platform, the more traffic you’ll see, and the more likes and shares you’ll receive. Additionally, your brand will make a name for itself and the money will flow – if you stay committed and consistent.

Seems Like a Full-Time Job in Itself, Huh?

Well, you can certainly take advantage of social media dashboards like Hootsuite or Buffer that make creating and posting content much easier. They allow you to create multiple social media streams, post to all of them at the same time, and even schedule out posts in advance. Again, consistency is key! Using these dashboards will allow you to account for human error, forgetfulness and even laziness all with a simple click. These social tools are all about convenience.

Don’t miss out on the chance to generate interaction and engagement with your followers because you didn’t stick with it. Social media is about investing time and constantly doing research in order to reap the rewards.

Don’t Forget to Track Your Progress!

How do you know you’re losing weight without a scale? Just like someone trying to drop weight can’t gauge their progress without a scale, a business cannot assess its progress without tracking it. This means recording the number of likes on a post, the comments left, the number of shares, etc. They all matter.

There’s always room for growth and development, so if one strategy or platform doesn’t work, no need to worry. Just switch up your game until you find your sweet spot. Again, repeat business and a strong brand reputation requires customer loyalty, so it’s important to quickly change and adapt to what your audience wants to hear or learn.

Can You Track Sales Through Social Media?

Now, social media isn’t the easiest way to track precise sales, but it’s possible to get an approximation.

Buffer is an excellent resource to help you calculate tangible goals and project the outcome of your social media campaigns. You can see just how much money you will be able to generate and can soon watch a “click-click” turn into a “cha-ching!”

Knowing is half the battle. When you know your goal and how it translates to revenue, you are able to strategize in the most effective way for your business.

Getting Help so You Don’t Have the Wrong Social Media Strategy

Social media is the way businesses market now. Buying a local ad is a waste of money if you know how to work your social media and maximize your efforts. Not jumping on board and becoming educated on all the tricks can cost your business some serious change, and who can afford that?

It’s all about finding the best strategy for your business and then adjusting it and making it even better as you ramp your efforts up. Eminent SEO is a leading industry professional here to guide you and perform market research on your behalf to quickly decrease your costs and increase your profit!

If you are overwhelmed right now, don’t be. That’s why we’re here! As the internet continues to develop, the type of resources at our disposal will expand, including ones that will help us streamline your efforts. The trick is to stay abreast of your competition and put out more useful content that drives consumers to your website.

Eminent SEO is here to guide you and help you filter through steps to save you time and frustration. We can remove all of the guesswork and tell you which social platforms are working best and what kind of online engagement can be expected. Click to learn more about our Social Media Marketing Services, or call 800.871.4130 to get started now.

Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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5 Signs of When to Stop or Redirect a Struggling Online Marketing Campaign

Struggling Online Marketing Campaign - Eminent SEO

Sometimes, the best-laid plans simply go awry.

This phenomenon is fairly common in the sometimes unpredictable world of marketing. Although businesses can measure most of their marketing efforts like never before, part of the process remains artful, especially in the planning stages.

Every marketing campaign comes with some degree of a chance for failure. Sometimes, the reasons why they failed are obvious. In other cases, the reasons are hard to pinpoint. The answer could be the campaign simply didn’t get a foothold in the public’s consciousness, whether due to timing or other external circumstances.

If your team is currently putting forth an online marketing campaign — such as pay-per-click, email or search engine optimization — here are five signs that it may be time to pull in the reins on the project, or at least hand over the responsibilities to an experienced marketing firm.

1. When You’ve Given it Sufficient Time

It takes a certain amount of patience with online marketing campaigns. Rarely are they fruitful right off the bat. You’ve got to give every piece of the campaign time to coalesce. In the case of SEO campaigns, for example, you may have to wait at least sixth months before you start seeing results.

Before you launch any online campaign, have a time-frame in mind for when you’ll draw down if the effort isn’t paying off. Once you hit that deadline, you should know if it’s worth letting the campaign play out for a little longer or if that’s when it’s time to call the troops home. Just be sure not to abort the mission before you’ve really given it enough time to show signs of success. By the same token, don’t be too proud to call a campaign off if it’s readily apparent that it’s just not going to provide the returns necessary to sustain itself.

2. When Your Adjustments Aren’t Moving the Needle

Even for campaigns that take longer to pay off, you should know fairly soon after launch if the effort is receiving some degree of reception and if it’s on track to succeed. You should know this because of the abundance of digital tools at your disposal to evaluate various aspects of the online campaign.

So, before giving up on the effort, try to make any necessary tweaks to the approach. For example, this could mean using different imagery or a different tone in the copy. Or, maybe you’re targeting the wrong keyword. Also, you can try doing A/B testing to see which variation is getting more traction. If you’ve made adjustments to the best of your ability but the campaign still isn’t significantly getting off the ground, that’s when there would be little shame in calling an end to the whole effort.

Before the campaign reaches the breaking point, you may want to give serious consideration to contacting a business-to-business marketing agency. Yes, it will be more money poured into the project, but the experts you hire should be able to turn the tide on the campaign, as they’ll likely have resources and expertise that goes beyond what you have internally. If you go this route, give the agency your full confidence and ask for frequent updates and key performance indicators.

3. When Your Execution Can’t Get any Better

Similar to making adjustments, if you and your team have all put forth their best efforts and the campaign is still floundering, then it may be time to throw up your hands and move on to the next project. Just make sure you’ve allowed sufficient time for each employee involved in the campaign to perform his or her relevant duties. You may even have to hire new talent internally for this initiative or delegate additional tasks to current employees after launch. If you’ve done all this and the online campaign is still in neutral, then there’s simply a problem with the campaign, and not necessarily with you or your staff. If you identified the issues early on but you and your team still can’t seem to get the campaign to break even, despite everybody’s best effort, this might be the point where you seek help from an outside marketing firm.

4. When You’re Consistently Seeing Negative ROI

One of the areas you want to keep your eye on throughout the campaign is the return on investment. Basically, is the amount of money you’re putting into the campaign equal to or less than what you’re seeing in sales and new customers?

It’s not uncommon to be in the red the first few weeks after launch. After all, investments are often expensive and are rarely recovered quickly. However, if the campaign has been active for several months and is consistently yielding negative ROI on measured intervals of your choosing, you should put a stop to it before it drains your business irreparably.

What if the campaign is in the black but falling well short of expectations? Keep it going, period. It may hugely pay off down the road. Even if it doesn’t, at least it’s eliciting a positive net ROI for your business. If this is happening with your online campaign and you’re still thinking about getting help from a marketing firm, a well-qualified team should be able to take what you have and provide a major boost, reaping sizable rewards for everyone involved.

5. When Other Strategies Are Succeeding

If you have other campaigns and business strategies in place that are succeeding, then it makes sense to ditch the one lagging behind. After all, why keep throwing good money after bad? Something to keep your head up about is if you have several other strategies that are “winning,” then it means your business model is solid. Unless you’ve created a PR nightmare for your company with an unsuccessful online campaign, then have no remorse about calling for an end to an initiative that isn’t working out. It happens to the best of companies.

Final Word

Just because one campaign falls short of the mark doesn’t mean your entire business is doomed. Maybe you patterned the online marketing campaign after what you saw another company do. However, what works for one business isn’t guaranteed for the next.

Don’t beat yourself up for one failed campaign. Collect yourself, get back to what you know your company does well, and build upon those strengths.

A Different Direction

If you have an online marketing campaign that is struggling but that you still think has a chance to thrive, you can turn to Eminent SEO for direction or to hand over the duties involved in the project. Our talented team has powered hundreds of successful online marketing campaigns (SEO, PPC, social media, link acquisition, and more) for clients all over the U.S., starting either from scratch or mid-campaign. We know how to address areas of need, plus we always provide full KPI (key performance indicators) reports to keep you in the loop on the latest results of the campaign. If you’re ready for help or you just want to learn more, call Eminent SEO today: 1-800-871-4130.

Andrew Gilstrap

Content Manager at Eminent SEO - I enjoy writing, editing and photography. I'm here to make YOUR website read better and rank better!

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Why Your SEO Strategy Should be Focused on Website User Experience

user experience

Google has significantly updated their algorithms over the years to provide a better user experience to their search engine users. This caused shifts in SEO strategies because Google made it a priority to get devalue the sites that were ranking from spammy techniques. It’s safe to say that user experience is one of the most important aspects of your SEO strategy.

What Provides a Good User Experience?

There are many variables that go into what provides a positive experience for a user. Each variable needs to be considered when developing and monitoring any on-going strategy. Here are some of the primary areas to focus on:

Easy to Navigate Website

Websites that have confusing navigation for the user and search engines, won’t rank as high in the search results. The architecture of a website plays a huge role in how seamless and easy it is to navigate. The second a user or search engine bot has any confusion, they drop off. The navigation and URL structure should follow proper siloing techniques that make it easy to understand for users and search engines.

Relevancy

The most frustrating experience to a user is landing on a page that isn’t relevant to what they searched. To keep your content relevant, your pages should each be optimized with relevant keywords. When we say optimized, we mean that the content is answering a problem related to the search query. When the content is completely irrelevant to the search, users will most likely bounce off the page. Keep your keywords in the primary headings to prevent this.

Content That Delights Users

Content is another variable within the strategy that will help attract leads to your website. Types of content used to delight users may include: helpful blog posts, eBooks, social posts, case studies, newsletters, press, etc. You want to attract users with quality content, and delight them with more content that is relevant to their needs. Setting up workflows and email campaigns will help keep your content fresh and in front of your ideal audience on a regular basis. This also keeps your brand in front of your potential client without pitching them directly on a sale. When they are ready to buy, they will remember your brand because you’ve delighted them with quality content that was useful to them.

Landing Page Optimization

This directly relates to relevancy and content that delights users. When attracting leads with your content, you have a goal in mind with this content and how the user converts into a lead. This is where your landing page comes into play. Whether you’re sending a user to a landing page from your blog post or email, you want to make sure it is fully optimized with a clear call to action. Let’s say you wrote a blog post that had a call to action sending the user to a service page, you then want to make sure that service page of your website has a clear next step for the user such as the phone number. You also might want to add a contact form for them to request more information. Every page of the website needs to have a clear next step for the users, which is how you can turn them into a qualified lead.

Responsive Design

Google recently released an algorithm update known as the Google Mobile-Friendly update or Mobilegeddon (as some are calling it). This is going to devalue any websites that do not provide a positive mobile experience for users. To provide the best possible mobile experience, a response design is what is recommended. This is where the website will scale to fit all devices. If you still have to pinch and zoom to see the content and click the navigation on your mobile site, your website could suffer from this new update.

Fast Loading Time

Check the website speed test to see how your website is performing in terms of speed. When a website takes too long to load, it is losing potential leads and search engine bots depending on how long the site takes to serve up the important content. Websites should load quickly on all devices to provide a decent experience.

Google Focuses on User Experience, Not SEO

In order to achieve competitive rankings in Google, stop focusing on quantity and focus on quality. Providing a quality experience to your user should be your goal because your rankings are going to depend on it. Since Google’s primary focus is to provide its users with a good user experience, your website should mimic just that. Google controls your website rankings, why would you consider anything less than quality?

If you’re not thinking quality and still doing “old school” SEO, this might work temporarily, but ultimately will only leave your website vulnerable to a penalty in the future. The last thing you want is a Google penalty because it can take months or years for your website to gain any indexing back, which means NO keyword rankings period. Avoid these outdated techniques and focus on quality in order to prevent anything negative happening to your website rankings and traffic.

Your Website Will Become Your Top Lead Generating Source When Done Right

When your website is properly optimized for search engines and the user experience, it will produce qualified leads. Keep a close watch on the user behavior in analytics to see how users are engaging with your website. Specifically focus on bounce rates, average time on site, pages per session, and conversion rates. Constantly monitoring these metrics will help you identify which landing pages may not be providing the best experience for your user and where you may be losing leads. Also, pay attention to the landing pages that are turning your users into leads. What did you do differently with these pages? Make sure each landing page is fully optimized to reach your end goal.

Bottom Line

The most successful SEO campaigns we manage here at Eminent SEO are the ones that have high quality content to delight the users with, as well as a beautifully designed website that also provides users with a clear call to action. Today’s SEO shouldn’t be focused on the volume of traffic, but the volume of converting traffic. It is our job as organic search engine marketers to make sure each website and marketing campaign provides a positive user experience.

Need help converting your website into a lead generator? Give us a call today: 800.871.4130

Lacey Chic

Account Manager at Eminent SEO - Passionate About Digital Marketing. I love music, pitbulls, traveling, hiking, yoga, and learning.

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6 Reasons You Need Website Marketing Services for Your Small Business

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website marketing services

Building a company is a huge investment in both time and money. Website marketing isn’t always the first thing that you think about when it is number crunching time. You have to think about employee payroll, insurance, taxes, equipment, material… and yes, marketing. Have you been hesitant to invest in website marketing services? Don’t be. Here are some top reasons why you should invest in website marketing for your small business:

More Affordable Than Traditional Marketing

With the use of social media and local marketing, you have the capability of reaching thousands for just a few hundred dollars per month. In comparison to traditional ads, like commercial and radio, you’re reaching a smaller demographic for a larger spend. Your return on investment is much higher with online marketing. The data doesn’t lie.

24 Hour Brand Visibility

When your social platforms, local listings and website are all setup and properly branded – your business is visible to your potential customers 24 hours per day. This means when a potential buyer is researching your service or product, you have a better chance of being visible to them – even if it’s the middle of the night. Make sure your brand fully represents what your company is all about and what separates you from the competition and you can literally make money while you sleep.

Your Competition is Already Doing It

If it is working for them, it will work for you too. In today’s digital age, most buyers are searching on Google or looking for a referral on Facebook or another social platform. If your website is not visible in the search results and easy to find on social media but your competition’s is, you are missing out on a lot of potential business.

Easily Target Your Geographical Area

If you have a small local business and you know exactly where your customers are located, you can target that area specifically. You can do so with Facebook ads, Google Adwords, social media and organic SEO campaigns. With the combination of all these online mediums, you have a much higher chance of reaching your target demographic geographically, which will dramatically boost your conversions.

You Can Keep in Touch with Your Customers

The beauty of online marketing is you have so many different ways to keep in touch with your customers. Email marketing and social media are two ways to easily interact with your past customers, which opens up more opportunity for repeat business. This also shows off your great customer service skills, which could really open up opportunity for new business as well.

It Grows Your Business

Everything mentioned above will help lead your business to the ultimate goal of increasing sales. Your business will grow as you progress with your website marketing strategy. Instead of simply hiring sales staff, why not consider investing more money in your website marketing services?

Closing Thoughts

You need website marketing services to grow your brand and business if you want to keep up with today’s marketing trends. If you have a small business, you also might have a smaller marketing budget. Stop wasting your money on outdated marketing techniques and spend that budget building your online presence. Organic website marketing is proven to deliver the highest ROI.

Need help growing and maintaining your online presence? Call today for more information on how we can partner and help grow your business together: 800-871-4130

Lacey Chic

Account Manager at Eminent SEO - Passionate About Digital Marketing. I love music, pitbulls, traveling, hiking, yoga, and learning.

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How to Become a SEO Winner in 2015

This entry was posted in SEO and tagged , , on by .

SEO winner

As we come to the end of 2014, many of us are putting our heads together and looking deep into our current content marketing and SEO strategies. Looking at the successes and failures throughout the year can help determine if your SEO strategy is outdated and possibly no longer effective since SEO is constantly changing. In this year alone, Google released 13 updates. There is a good chance your strategies need to be revisited if you haven’t looked at things closely in the last 30 days.

First, let’s describe what it is to be an “SEO winner”. In our opinion, an SEO winner is someone who creates an effective strategy that works toward a specific end goal. Whether that goal is to increase sales by 30% or increase the amount of leads; there should always be a specific goal in mind when building any strategy. Someone who meets that end goal or is on track to obtain that goal is considered a winner.

So, how will 2015 be different in terms of winning?

The good news is 2015 won’t be too much different than 2014 in terms of what Google’s looking for. Why? Because this year Google primarily focused on ranking sites that create a great user experience – and that is never going to change. Here are some ideas on how to dial in your SEO strategies to become winning SEO strategies:

SEO is More Than Rankings, It’s Marketing

Instead of having someone who only understands SEO in charge, it’s beneficial to have someone who understands SEO AND marketing in charge. There’s many different ways to look at SEO, which is why it’s a broad term. You can look at it from a technical standpoint where you’re re-architecting the website for a better user experience that also helps search engines. On the other hand, you can look at SEO as a form of marketing. Being creative with your content will help increase visibility and social shares. In return, your content will rank higher in the search results.

So for 2015, you want to make sure you’re looking at SEO as much more than rankings, but marketing as a whole. Developing a custom marketing strategy will fill the gap in your SEO. Make sure you have someone in charge who understands this. It will help keep the team working toward your bottom line.

Crappy Optimization is Out, Properly Optimized Web Pages Are In

To become an SEO winner next year, you may need to revisit your on-page optimization strategy. Spend more time on optimizing each landing page for not only the search engines, but your users as well. Here’s what each properly optimized web page should contain:

  • Focus keyword + supporting keywords within the content
  • High quality content on each page that’s well researched and written
  • Make sure the content flows with the eyes: headers, bullet points, images, buttons
  • The goal of the page is clear and concise (the user knows exactly what they’re supposed to do next)
  • Call to action strategically laid out on the page more than once
  • Strategically link to related pages within the content
  • Each page is mobile optimized
  • Each page loads quickly, no matter what device a user is on
  • Meta data contains the right amount of characters along with focus keyword
  • The design of each page is easy to follow and up to date
  • Multi-layered content: call to action to landing page to thank you page

Get ready to work harder on each individual landing page. This stuff takes time. Start by going through landing pages that have higher bounce rates and low conversion rates.

Related: Landing Page Optimization Checklist: Key Landing Page Must Have’s for Higher Conversion Rates

Work with Google, Not Against Google

Google’s primary focus is providing content that’s going to benefit the end user. When you’re working with Google, your focus should be the same thing. Creating high quality and relevant content that’s going to attract a user keeps them on your website longer. Other ways to work on a better user experience include:

  • A/B testing on landing pages to figure out which content, images and layout work best for your industry
  • Responsive website design
  • Earning backlinks with your content and social strategy
  • Building up a strong social presence
  • Consistent branding across all online platforms

When you don’t create the best possible user experience you can offer, you are really working against Google. What does this mean? You’re actually still doing negative SEO (keyword stuffing, low quality link building, thin content, etc.). This is going to catch up with you in a matter of time. It’s Google’s mission to get rid of all negative SEO, hence the constant algorithm updates.

Be Prepared to Fail – Accept It and Correct It

winning quote

Part of becoming a winner is failing a few times. It’s part of growing as long as you’re learning from your mistakes. Not every single SEO strategy is going to be effective from the get go. Not every single client is going to be happy with their results. Be prepared to face these realities. To overcome the failing attempts toward a strategy, you must understand why it’s failing. With SEO, we all know it can be a number of reasons. Figure out why, then create a solution for how it can be fixed because there’s always a solution. If you figured out an effective solution, make sure you keep this in the back of your mind when creating other strategies moving forward.

Takeaways

Instead of questioning your SEO strategy from 2014, expand on it. Dial it in even further. Your content is doing well, but could it be better? Your website has a fresh responsive design but is it converting visitors into leads? Focusing your efforts on SEO as a whole, meaning: marketing, branding, and design working together will help build a highly effective SEO strategy where you and the user win. They find what they’re looking for, and you get the credit for it.

Need a professional to help you become an SEO champ next year? We have experts standing by ready to help you, just give us a shout: 800.871.4130

Lacey Chic

Account Manager at Eminent SEO - Passionate About Digital Marketing. I love music, pitbulls, traveling, hiking, yoga, and learning.

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2015 Digital Marketing Trends

digital marketing trends

As we approach 2015, it’s time for marketers to prepare for the upcoming trends. The state of digital marketing is constantly evolving, so it’s important to keep up with these never-ending changes in order to continue thriving in this industry. Take a look at some of the marketing trends for 2015:

High Quality Content Continues to Evolve and Become a Prominent Ranking Factor

Google continues to release algorithm updates to rank high quality websites higher in the search results. High quality, detailed content is in and Google continues to favor high quality content because it provides a better user-experience. Educating potential customers with quality content will become the primary mission for most brands this upcoming year.

Personalization Will Thrive

The old marketing techniques where sending email blasts to random emails is out. It’s ineffective and will only result in a banned email list. Personalization is in. Personalizing your email marketing strategies by tailoring email blasts to specific lists is highly effective.

This can also be done with social media. Connecting with those who are going to benefit from the content will increase engagement and leads. Utilizing social media as a means to build up reputation and reach out to customers helps build that relationship. Who cares about the amount of followers when nobody’s engaging? Having the right followers is key and connecting with them on a personal level with educational content that’s going to benefit them will help increase brand awareness.

Focus on Internal Communication with the Use of Technology

We believe that communication is one of the most important pieces to building a relationship as well as executing any marketing strategy effectively. With the right team and systems in place, this allows communication to be seamless and clear. The usage of CRMs, SEO tools, and marketing automation platforms allows everyone to access data and understand where the marketing campaign stands. Making it clear when there’s an issue with the campaign or when certain people aren’t fulfilling their duties.

Video Becomes a Primary Content Advocate for Conversion Rates

Videos are becoming more important for users because nobody really wants to sit around and read a landing page on a website that has 1,000 words. Not saying that’s bad, it’s still great for search engines, but we need to supplement that content with a video option as well. Having short length videos will entice users to watch and become educated, staying on the landing page longer. Having users on a landing page longer helps build trust for that landing page since the content seems highly relevant to the user and triggers the search engine to assume the same thing. When a user finds the content they’re looking for, they’re more likely to convert into a lead, increasing the conversion rate for that page. An example might be a “How To” video on a product page showing how the product can be installed correctly.

The Connection of Content, Social Media, and SEO Emerges More Than Ever

This was a marketing prediction for 2014 as well, and it has come a long way in this one year alone. Business owners are beginning to understand that SEO alone isn’t going to be as effective as blogging, social media, and SEO combined. This trifecta of marketing channels is emerging more than ever before and people are noticing larger increases in organic traffic because of it. Really, what’s the point of having a blog with nowhere to share it? What’s the point of having content when no one can find it? Google is ever-changing and continues to include fresh content and social signals in their algorithms as a means to rank websites higher. This is becoming a trend that’s no longer an option, but a necessity to receive the results anticipated.

Mobile Search Surpasses Desktop Search

It’s been predicted that mobile search is on track to surpass desktop search by 2015. This seems to be on track by the end of 2015. Users are becoming more and more comfortable completing transactions on their mobile device as well as searching for local businesses on their mobile device. According to Marketing Land, mobile will be the primary channel for paid search by the end of next year. The average conversion rate for tablets is already higher than desktops for paid search.

Smart marketers are focusing on building a presence online, not just for desktop users, but mobile users. Think about email templates being responsive as well as websites being responsive. Would an app be beneficial for potential customers? If so, create one. It’s another chance to capture information and generate leads while providing an incentive to users. The point is, keep mobile user-experience in mind when developing next year’s marketing plan. Mobile experience will be a key ranking factor for mobile searches, and if the user-experience is lacking, so will the rankings.

Marketing Automation Becomes a Normal Way to Generate Leads

It’s no secret that the usage of marketing automation platforms such as HubSpot are vastly expanding. 2015 isn’t going to be any different. In fact, it’s going to become a primary focus for lead generation for businesses of all shapes and sizes. The benefit of these platforms? Higher quality leads. With capabilities to see exactly who’s prospecting a website, who’s engaged with a social post, who’s clicked on an email, who’s downloaded a case study, etc. is a huge benefit for those looking nurture the leads that come to their website. There’s no way to do that type of lead generation/nurturing without a system that’s able to track those primary metrics. By having those metrics available in one centralized location along with the overall campaign analytics, there’s less room for error, and more room to focus on gaining qualified leads. The best part – the ability to show real ROI.

Closing Thoughts

High quality content and data driven results are going to continue to thrive. Mobile is going to dominate search like never before, and marketing automation platforms will be primary reporting tools for lead generation. Digital marketing is more than just writing a blog post and sharing it on social media. It’s technology, communication, experience, content, and data all working together to reach goals. Don’t fall behind the digital marketing trends of today or tomorrow. At a loss of how to build digital marketing campaigns for 2015? Learn more about our services here or give us a call: 800-871-4130

Lacey Chic

Account Manager at Eminent SEO - Passionate About Digital Marketing. I love music, pitbulls, traveling, hiking, yoga, and learning.

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Why You Need Social Media For your Business

Social Media is imperative for businesses online. You need to be where your audience is. And where are they? On your website? Maybe. Maybe not. But you know they ARE on Facebook, Twitter, Google+, Pinterest, Tumblr, Typepad, Posterous, LinkedIn, YouTube or some other social site.

Did you know that as of September 2012 Facebook has 955 million users, over 42 million pages and 9 million apps? YouTube has over 4 billion views per day. Google + now has over 250 million registered users! LinkedIn has 175 million. Twitter 140 million.

Whoa.

Here at Eminent SEO we understand the value in involving social media as part of a larger scaled on-line marketing plan. Although we specialize in SEO, we believe that SEO without social is… well, dead.

  • Social drives direct, targeted traffic to your site.
  • Social helps you directly engage with your clients.
  • Social increases your product and brand awareness.
  • Social allows you to share your day to day specials, events, office updates and fun, more candid aspects of your business.
  • Social encourages people to share your posts, content and links – making your outreaches more viral.
  • Social increases your search engine visibility, helping your website rank higher in the organic search engine results.

In a nutshell: Social rules.

For years every online marketer has muttered these 3 words at least once, “Content is king”.

Is it still? Yes, more than ever! And what better way to share that content then socially for millions to see? Content can be a number of different forms of digital media from text to animated videos. Some common sharable content ideas:

  • Articles
  • Press Releases
  • Blog Posts
  • Newsletters
  • Images
  • Memes
  • Videos
  • Infographics
  • Audio Clips
  • Custom Apps

A properly optimized social media platform is a perfect place to house your digital content and give Google and the other engines another way to get to your site. By integrating your SEO strategy into your social media optimization your platforms have the opportunity of ranking on their own for your target keyword strategy. Why give Google only one website to rank for your brand and keywords when you could give them 100’s?

Here at Eminent SEO we believe in customizing your marketing strategy to incorporate social where it most benefits your business. We do research before making suggestions so we can recommend developing social profiles on platforms your demographic is already using. We then design, optimize, manage, network and boost your branded profiles for increased awareness. Social requires daily management in order to be effective. If you don’t have the time to manage your social media, don’t worry, we do! If you want to do the bulk of your social networking, but need advice, we can do that too. If you are interested in learning more about our social media marketing services – then click this link to visit Eminent Social Media and how we can help take your social media marketing strategies to the next level… or you know, just call us: 1.800.871.4130

Jenny Stradling

Owner and CEO at Eminent SEO in Mesa, Arizona. I started doing SEO and marketing work in 2005. I'm a {very} busy mom of 4 and I owe my sanity to my partner in work and life, Chris Weatherall. I love sharing and engaging in business and marketing conversations, and I'm heavy into social media and blogging on these topics. I love coffee, wine, food and other people who enjoy the adventure of seeking out the best places to eat and drink. In my free time (what's that?) you'll most likely find me studying philosophy and spirituality, cooking for my family or relaxing with a nice glass of wine, a funny movie and the people I love.

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New Media Marketing and the Mobile Revolution

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With record numbers of consumers now acquiring information through social media, or through other forms of web-based information exchange, new media marketing continues to evolve. If you haven’t yet joined those drinking the Kool-Aid of the B2B mobile platform, you may want to take a second look at your lead generation strategy. Sure, mobile marketing comes with its own unique challenges (screen sizes, user behavior and device limitations are just a few considerations) but considering what it can do for your market share, as well as the fact that your competitors are most likely already using it, you may want to check out a few recent mobile stats, and learn how we can help make web 2.0 marketing work for you!
According to digital business analytics leader comScore, this past August, more than 72.2 million people utilized mobile devices to access social networking sites or blogs. That’s 37 percent more than August, 2010. That’s a distinct upward trend which shows little signs of slowing. In fact, almost 40 million U.S. mobile users access social media sites almost every day, which proves this that social media is an essential part of any B2B lead generation strategy. If you haven’t yet integrated social media into your marketing strategy, better late than never – start now!

So, 40 million people are seeking businesses and organization info on the web. Think you have a solid web marketing plan in place? Ask yourself the following questions:

1. Does my content have inherent value for my consumer/potential client?
2. Is it consistently refreshed and updated?
3. Am I utilizing customer feedback to keep my content relevant?
4. Is my content mobile device-friendly?

Still not convinced that social networks are changing the marketing rules? Well, then consider the following:
Facebook’s mobile users increased 50% to nearly 60 million, Twitter’s mobile users are now nearing 14 million and LinkedIn users number more than 5.5 million. These mobile users are not just posting updates and profile pictures; they are interacting with brands in a myriad of ways – following posted links, clicking on advertisements and using coupons.

Mobile and social go together like peanut butter and jelly, but it’s up to you to creatively leverage this relationship. We can help; let Eminent SEO create a custom social media marketing proposal just for you!

Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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