Focusing on a single traffic source is never wise. The good news, there are more ways to build leads, aprt from Google!
Have you been reluctant to learn how to market your business on Facebook? Whether you’re an SEO who thinks search engine optimization and AdWords will carry the day, or a website owner who figures social media is not for professional matters, you’re missing out on the way of the future.
Let me start by addressing the SEOs in this group. It is true that search can capture customers as they’re getting ready to buy. But if you really want to capture them at the right moment, according to Carter, your keyword choices for AdWords can be pretty limited. There may be 45 million searches for "shoes" every month on Google, but only 450,000 searches for "buy shoes." Your safest bet to capture customers, "buy shoes online," sees only about 90,000 searches every month.
That still looks pretty good… until you consider how many competitors are bidding to show their ads in Google for precisely that phrase. And don’t think your customers won’t comparison-shop with your rivals online!
But there’s even uglier news. On general, only about five to ten percent of the keywords actually turn a profit. Once you’ve discovered what those profitable keywords are and gotten the most out of them, does it make sense to throw more money at AdWords? And if it doesn’t, what do you do when you’re ready to expand?
Here’s another situation: say you’ve created a new product. Its functionality combines that of two older products. Which keywords do you use? Your instinctive answer may be "keywords for both of the older products," but it’s not that simple. Google dishes out quality scores on AdWords ads; these scores affect how much (or how little) you can bid to get your ad in certain positions. Ad position plays a major factor in its click-through rate.
Given all that, what kind of quality score do you think you would get if your ad is for a new device that both melts and blends widgets, when most people search for either a "widget melter" or a "widget blender"? You can bid for "widget blender" and "widget melter," but your ad’s quality score in AdWords might not be very high – because your product and ad are not perfectly relevant to either of those phrases. If you need to bid more for your AdWords campaign, you’ll need to sell more of your product to turn a profit. You might find, as one of Carter’s students did, that you can’t launch an affordable AdWords campaign for your new product.
Facebook, On the Contrary…
With Facebook, you are reaching people who further up the sales funnel. They’re not ready to buy right now. But they will buy eventually – and you’re paying a lot less for them, based on cost per click, than you’d be paying through AdWords. The fact that Facebook ad CPC is from two to ten times cheaper than AdWords means that you can afford to get those general customers.
How can you be so sure that they’ll buy eventually? With Facebook, you’re actually building a relationship with them based on who they are. You’re not trying to target keywords; you’re targeting what users like. Once a user clicks to "like" you (or your Facebook fan page, more precisely), you can post daily updates that they’ll actually be glad to see if you do it right. Try sending an email to your subscribers every day; you’re going to see a LOT of people opting out of your mass mailing!
The point is, you can use Facebook to do things that you can’t do via AdWords or other forms of marketing. Say, for example, that I’m using Google to look for new crochet techniques, and you’re a business that sells yarn and other crafting supplies (knitting needles, crochet hooks, etc.). You can’t sell me anything at that point, because I’m looking for information. Heck, even if I’m specifically looking for a particular type of yarn, I might just be curious about its properties, and trying to find a local source (rather than looking to purchase it online).
On Facebook, though, you can target my interests. You can find out that my friends and I are avid knitters and crocheters. You can set up an ad to appear on the right side of my page that I can "like" to become a fan. And if I actually *do* like it, this fact will appear on my wall and my friends’ walls – letting them know I thought your page was worth a look. It’s not quite as good as word of mouth advertising, but it’s close.
Once I’ve "liked" you, you can do things to encourage me to interact with your page and your site. For example, you can tell me when you’ve posted a new blog entry, or tease me with the free patterns I can get if I join your pattern club, or offer coupons good for a discount and free shipping on yarn I’ve purchased from you online, or…well, you get the idea. You can do this sort of thing practically every day, and it won’t bother me, because I’m the one who took the initial action to "like" you.
A Facebook Wall isn’t like email; it’s where people update each other briefly with what’s been going on in their lives. So if you’re brief in your updates (think Twitter-style short), your fans will interact…and want more. Keep them interested, and they’ll convert. It isn’t just the conversion that you’re after, though. Figure that will come naturally in time. What you’re really trying to do is build a relationship with someone who will become a lifetime customer.
Sam Ovens is a great example here. His ads always result in a ton of engagement:
Neil Patel is another great example:
When you look at it that way, two things become very clear. First, Facebook isn’t going to go away. Second, you can’t afford not to learn how to market yourself and your business on Facebook. If you’re an SEO, your clients will thank you; and if you’re a small business, you’ll be pleased with the results.
No business owner has the time to do a lot of SEO, but you can delegate the SEO basics to an employee or freelancer. Even doing basic SEO tasks can make a difference to what page of Google’s results you appear on. Take control and prioritize.
Your Top Priorities
- SEO Basics
DIY SEO comes down to proper site management, fresh content and making your site attractive to users.
SEO is too important to leave to chance. Neil Patel puts it very clearly in his SEO guide,
“If you ever need to hide a dead body, you should place it on the second page of Google search results.”
You MUST do everything in your power to improve your search engine results pages (SERPS) ranking, or no-one is going to find you.
Good site management is a part of SEO that can be outsourced, or delegated to a trusted employee. This SEO Chat article runs you through the basics of SEO and can form the basis of your employees’ training.
The most time-consuming aspect is keyword research using the free Google Adwords tool, but even this is not a task you need to do yourself. With basic training and the right tools, your content team can identify keyword phrases to target.
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Installing the free Yoast SEO plugin on your blog will ensure writers’ awareness of the importance of correct keyword density.
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Yoast also checks for paragraph length, sentence length and other readability factors that will affect your user time-on-page and bounce rate statistics.
Yeah, yeah. We all know content is king, but it takes time!
There is no way to avoid it. Regular fresh and insightful content is part of what will rank your site higher in search engine results pages (SERPS). There will be nobody else who understands your business as well as you, but you need to change that. If you don’t educate writers into how your business works, you will be stuck writing everything yourself, other important tasks will crop up, and the writing won’t happen.
Even the best writer works better with input from you regarding your services and clients.
Take the time to explain your business and how it works to your content production team. Educate your writers about your customer persona, his needs and how your company solves them. Make your business values clear, have a content production plan and feed your writers plenty of ideas for articles.
User Experience (UX)
The most important person in your organization is imaginary. Your customer persona should be writ large in every office, and room in your premises. Use an image of this imaginary persona as a screensaver on all your computers, put posters featuring his image on the backs of all the doors ion the washrooms and in the staff canteen.
If your users dislike your website, you are doomed.
Your site has to look good, use colors users like and that will elicit the emotions related to your business objectives. Minimize clutter, maximize contrast and ensure everything shown on a page is the optimum size, color, and shape. Negative space is every bit as valuable as page components, so avoid trying to do too much on any one web page.
Each page should have one purpose and one purpose only. The rationale behind a web page’s existence should be obvious. Navigation through your site should be simple and easy to use, regardless of the screen size someone is using.
Building links to your website is essential, but if you build them in the wrong way, Google will bury you on page 200 of its SERPS.
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Safe link-building activities:
- Learn what links point to you by installing the free Incoming Links plugin
- Provide high-quality and insightful resources people in your niche value and will link to without any prompting
- Build your reputation by sharing everything you know without asking for payment
- Design infographics that link back to you when others install them on their sites
It is well-nigh impossible to do even basic promotion without a large team.
If you only focus on one promotion channel, let it be YouTube.
Forget videos about your business; they won’t show in Google and no-one is interested. But, videos that show how to solve problems are another matter.
Ryan Stuart from Webris says Youtube video promotion is vital as part of your top-of-funnel marketing and engaging customers.
Much SEO can be done in-house using basic training and free WordPress plugins to help inform decisions. You must delegate content production, but feed writers with ideas and company information frequently. Concentrate your social media presence on producing How-To videos on YouTube.
Search engines such as Yahoo, Bing, and Google are a major source of traffic for a lot of websites. That’s the reason most people ask for tips and plugins that can help them boost SEO of their WordPress websites.
If you are looking to increase your search engine rankings, you will need to use some of the best WordPress SEO plugins. Fortunately, there are a plethora of SEO plugins to help you get that higher search traffic that you are dying to achieve. In this guide, we shall share with you some of the best SEO plugins that will improve SEO of your WordPress website.
1. WordPress SEO by Yoast
Yoast SEO is the most popular and wholistic SEO plugin on WordPress. To date, it has more than 4.5 million downloads with an average rating of 4.7-star over five from 1,418 users. Developed by SEO specialist Joost de Valk, this plugin has features that ensure optimal success for your site when it comes to SEO. The plugin is used by some of the most famous online magazines and websites such as the next web, Mashable, and others.
WordPress SEO by Yoast plugin can assign keywords to a blog post so that the user can focus on using it in the entire content. It also has a snippet view where users can see how their post will look like in search results.
Another important feature of this plugin is the Page Analysis. Powered by Linkdex, this feature allows users to check whether all the keywords, meta description, images and post title or subheadings are in place. The list of features for Yoast SEO is extremely long, check out others here.
2. All In One SEO Pack
With more than a million active users, All in One SEO pack is one of the most advanced SEO plugin built for online business, eCommerce, bloggers, and magazines. This plugin has a rating of 4.5 out of 5. Developed by Michael Torbert, this plugin gives you all the features which you may need to build an SEO friendly website using WordPress platform.
While its features are similar with Yoast, this plugin prides itself as the only plugin that integrates with eCommerce websites. It is perfect for everyone with little knowledge of SEO or rarely cares to perform on page optimization. It can automatically generate meta tags and optimize titles for better search ranking.
The best thing about All in One SEO pack is that it lets you optimize your site for search engine without much tweaking. In other words, the default installation is good enough to serve. But as you interact more with the plugin, you can play with the settings as per your requirement.
3. Broken Link Checker
A broken link is a horrible nightmare for bloggers or SEO enthusiasts. Having broken links will earn your site a bad reputation with Google. Eventually, that reputation will degrade your search engine rankings to the point that you may no longer be regarded an authority in your industry. Google is trying so hard to better web experience for everyone. So they will not direct users to websites with broken pages.
This is where tools, such as the Broken Link Checker come in. The name speaks for itself; this plugin allows you to check for any broken links and missing images. If there is any, it will alert you and give you the option to customize the link(s) either by deleting it completely or by placing the correct one.
Here is a summary of its features:
• Ability to detect links that don’t work
• Option to deter search engines from following broken links
• Monitors links in pages, comments, posts and even custom fields
• Option to change broken links
This is among the most powerful WordPress SEO plugins ever built. SEOPressor covers every possible aspect of SEO and puts the same attention to all of it. It offers you a number of useful features which help you optimize your images, blog posts and your site for social media.
This plugin has a built-in keyword research tool that helps you to find long tail keywords. It also allows you to use its drag and drop function to place the keyword into your content with a click of a mouse. With this feature, you won’t have to spend so much time conducting keyword research on other tools or services.
After posting your content, this plugin goes ahead to analyze your post and give you a score based on the analysis. In the analysis, it checks your H1, H2, H3 tags. SEOPressor also comes with a reliable internal linking feature. This feature makes your work easier since each time you re-publish content the phrases you linked on the first content will be hyperlinked automatically.
These are some of the top WordPress SEO plugins. Tell us which one is your favorite among the ones discussed here. If there is any plugin that you feel we should include in this guide, please let us know in the comments section.