Tuesday, February 25th, 2014
Like any good relationship, making things work between you and your website takes time. If you don’t devote any time to your website, how can you expect it to work for you?
White Chalk Road is trying to start a website love revolution. Try devoting just one solid hour per week to do one thing to improve your website, and we promise that over time you will see some incredible benefits. Set a rolling appointment in your calendar for just one hour each week – and really stick to it.
But what should you spend that hour doing we hear you ask? Here we have three really quick, simple and effective ideas that will help you improve your website in one hour:
Your customers aren’t experts in your area, but you are. Every day interested and potential customers are typing all sorts of questions about your industry, products or services into search engines, and you should be the one providing answers to these questions – thus ranking for these topics and being in front of a potential customers’ eyes right at the time they’re interested in your area of expertise.
How do you find out what types of questions your customers are asking or what information they need? There’s a number of ways you can do this:
Ask your client-facing/customer-facing staff what questions they’re frequently asked by customers. You can use this to create a catch-all FAQ style page for your website to begin with.
In the following weeks you can then use your ‘website improvement hour’ to delve deeper into some more technical or complicated questions and create a separate blog article for each of these to provide customers with a more comprehensive resource.
Google’s relatively recent ‘Hummingbird’ update has put a greater emphasis on ensuring your website is a good source of information on broader themes related to your industry, not just staying specific to your target keywords.
Deeper Web is a really useful tool that will let you quickly explore what types of topics are related to your products or services, as well as questions people have posted online about these topics, recent research published in the area, trending news etc.
See for example below a Deeper Web search for the very broad topic of ‘Car sales Australia’. The owner of a car sales website can find related keywords in the ‘Deeper cloud’ (maybe an article on good fleet cars):
The ‘Answers Search’ shows top questions asked about the industry (a great blog topic for the taking on ‘what do I need to know about buying a new car’). It could even be worth transparently adding some comment to these forum threads as well as writing a blog on your own website:
And in the ‘Metrics Search’ and ‘News Search’ you will find fantastic resources, recent statistics and facts about your industry, which you can use to provide depth to your blog articles:
Give it a go by typing in some of your own keywords and see what ideas you can come up with.
It’s really simple to use the Google Keyword planner, not only to get some topic inspiration, but to find which topics are searched more than others. Just follow these steps:
• In the ‘Search for keyword and ad group ideas’ section you can either input your industry/products/service areas or choose your relevant niche from the ‘product category’ dropdown menu:
• When your results show up click into the ‘Keyword ideas’ tab (not the ‘Ad Group ideas’ tab) and you might see some keywords to spark your imagination straight away.
• However, the list will likely be too broad, so look to the filters to the left of the screen and click into the ‘Include/Exclude’ box. Type in the 6 golden question starters (who what when where why & how) to really filter down to those Q&A ideas you need:
• Adding useful and relevant information to your website on a regular basis will not only improve your rankings in search engines, it will also bring in increased traffic and leads to your website
• As we mentioned, by providing informative answers to your clients’ FAQs you will begin to rank for these ‘long-tail’ search queries, meaning you will be in front of their eyes at the exact time they need you
• You can demonstrate your wealth and depth of knowledge in your industry, showing your customers you are a knowledgeable thought leader in your industry
• Providing a free and invaluable resource for your customers will build their trust in you as a ‘value-added’ provider
• If the tips you provide are really useful, this could well result in your customers sharing a link to the resource with their colleagues or friends via their own websites or social media – benefitting your online marketing efforts as well as bringing in additional website traffic and word-of-mouth marketing.
The content on your website’s static pages (such as your homepage, category pages and service or product pages) can become stale and out-dated pretty quickly – and it’s highly likely the content on your website has been the same since your website was first set up – are we right?
A great way to spend your ‘website improvement hour’ is to take one landing page each week and work to improve the content on the pages. We recommend working through all the pages of your website, but begin with the ones that need it most (i.e. those that are not converting too well or have high bounce rates). Use this great resource to help you identify weak pages of your website. Improvement can include:
Something as simple as an awkward sentence or an obvious typo can put potential customers off your brand or make them lose interest in what you have to say. You’ve spent a lot of time and money on both your online and offline marketing efforts to get people to your website in the first place, so don’t let something so rudimentary lose that lead.
Spell check in Microsoft Word is notoriously unreliable, so for something a little more intuitive try Hemingway. This is a fantastic resource that lets you paste and edit your content right on their homepage. It will highlight questionable areas of text such as rambling sentences, adverb overuse and overcomplicated language, making it clear what changes you need to make.
Contrary to what some SEO companies will have you believe, you shouldn’t have content on the page just to fill space and squeeze in keywords – your content should have a clear ‘raison d’être’ – and here’s what that is:
Tell customers why they need your product/service (what need it fills in their life) and why your product/service fills this need better than your competitors’ solutions.
It’s that simple. The reasons your product or service is better will include your USPs and the options available to customers.
Don’t underestimate the power of the visual. The main drawback of online shopping is the reduced ability to fully experience a product before making a purchase, so give your customers the closest possible experience to ‘bricks-and-mortar’ shopping you can get. Provide product images from all angles and allow high quality zoom so they can see the minute details. If a product comes in more than one colour then show all of these details for each colour.
But what if you provide a service? The same lesson still applies. If you provide a trade service then show your tradespeople in action. If you provide a business service show screenshots of your deliverables or show your staff at work. Help customers to really visualise what they’ll get for their money and how it will improve their lives.
Try as we might to be different, people are inherently flock-like. We want to do what other people are doing, and if we’re thinking about straying from our norm then we want to be sure we won’t regret it. Get potential customers over that final hurdle by showing them others have successfully bought your product or service, or even just heard of your brand.
Do this by allowing comments/reviews on product pages, show social shares on articles, show social followers on your homepage, add case studies, real and detailed testimonials – video testimonials if possible. People don’t just want to take your word that your offerings are great; they want to hear it from others too.
Because you are adding more useful content to your website and keeping it fresh you will enjoy all of the benefits from tip #1, as well as one more very important one: increased conversions. Whether that’s more online sales or leads from quote requests, contact forms or calls – by improving your content and images and adding social proof you are knocking down all those barriers of doubt that stand in the way of people clicking that all important ‘submit’ button.
While you’re spending all of your time writing about how great your company is and why people need your products or services in their life, telling people how to go about actually getting them can sometimes slip through the cracks.
You must decide what is the purpose of your website? What do you want people to do once they’ve read about your company and what you have to offer? Do you want them to buy online? Should they visit your street store or office? Do you want them to request a consultation, contact you via a form or pick up the phone?
Whatever it is, you need to tell them. Each product or service page should have a clear sign-post telling customers what to do next. As well as putting this in writing with a text link to the relevant conversion page (shopping cart, contact form, store locator etc.) you should also add a bright button, making it absolutely clear what the next step is.
With this one you’ll be surprised at how quickly you’ll notice an increase in conversions. It might seem to you that you’re stating the obvious, but giving busy customers a shortcut or quick route to completing their journey on your website will increase the probability of them actually making it there.
Wednesday, January 15th, 2014
Creating content on a regular basis can be a very challenging task. In addition to creating quality targeted, relevant pieces of onsite content, take your strategy further by investing time into creating an optimised content calendars.
Content calendars (aka editorial calendars, content schedules etc.) are used commonly by media verticals such as magazines, newspapers and online publisher sites to coordinate content efforts. However any business can create a content calendar that is optimised according to a set of targeted keywords and the seasonality of a business.
Why is optimising content calendars so important? An example would be, you may not find too many visitors looking for ‘singlets’ in the middle of winter and the term ‘tax return’ probably won’t be so popular during the Christmas break.
To optimise your content calendar consider the following points: The What, When, Why & How.
I run a hat shop, so I will focus on the hat (specific) and clothing accessories (broad) industry throughout this post as an example. Therefore keywords that are relevant to my business include ‘hats’ and ‘caps’.
The results that you want to pay focus two are the peak in search interests in the graph. As you can see below there appears to be peaks around April as well October, November and January of every year.
Remember we want to be able to create content topics that are not only relevant and targeted but also timely. So the question you need to ask here is: Why is it peaking?
Start to draw from your personal as well as industry knowledge of the market to determine the causes and origination of these topics in order to make an educated guess. Think about special occasions, events, deadlines that may trigger the peak in interest. If you can’t come up with anything solid, ask your colleagues to get that brain juice flowing.
Regarding my hat shop, let’s start with the peaks in April. Looking at the surge in April 2012, it appears that date of 8th April 2012 coincides with the Easter break of 2012. To cross-reference my inference, I analysed the search interest around the Easter 2013 break (31st March) and lo and behold, there is also a surge in traffic! With the October-November traffic, I believe that this has a connection with Melbourne Cup and in particular the fascinator hats.
Now with my hat shop (similar to many retail businesses) the origins and causes may be easier to identify, given they are common knowledge.
If your business is say a B2B company such as an accounting firm that focuses on tax returns, you could look at certain deadlines set by ATO that may influence the search trends. For example, the below shows the search trends for ‘tax returns’ peaks post July (most likely due to the start of new financial year), sharply decreases as it approaches October and has another small surge in traffic (one reason could be that they are rushing to meet the deadline for e-tax tax return services) before trailing off.
By now, you should have recorded all the peaks and the possible causes of the spike for the targeted terms.
We want to now utilise the intelligence we have to design a content calendar to get the best return of investment not just from an SEO but also from a social media angle as well.
The last step is to put together an editorial calendar (aka content calendar, content schedule, whatever term is being adopted) and start to map out when you should write an article on each topic and also what to write about.
Now that I know my hat business is a boom during Easter, I will schedule in an article to be published on the 1st April 2014, giving the article 4 weeks to capture all the seasonal traffic (Easter day is 29th April).
If you do not already have a content calendar, Crazy Egg has a great post on free calendars you can download. If you like working with Excel then you can easily create one yourself!
I hope this has been helpful and I hope that all your content will ‘make it on time’ for whatever surge in search interest is coming up this year!
By Cheech Foo
Tuesday, December 10th, 2013
It’s no secret how much mobile marketing is exploding. With most of us searching for products and services from our mobile or IPad devices, it’s becoming more crucial to tailor our marketing messages and web design to suit the growing industry.
Businesses are quickly catching up to the benefits of a responsive and optimised website - but there are many that are still struggling to find their footing in a way that uniquely serves their style and brand. As the New Year rolls in, mobile is increasingly becoming the primary point of engagement between brands and consumers so those that aren’t adapting with the advancements, are being left behind. So where do you begin? We check out a few SEO mobile marketing considerations to implement for 2014.
The convenience of online shopping and mobile searching is becoming significantly popular. Consumer’s attitudes are adapting to the change and during 2014, buyers will inherit a steady shift from physical to online shopping.
The use of mobile and smartphone devices are now more comfortable for customers with nearly 7 billion of us searching for brands, products and services worldwide. With advanced mobile application capabilities, 2014 will see an in-depth tracking of customer behaviors through mobile analytics, serving as an effective guide for future mobile marketing considerations.
Keywords are still a fundamental ingredient for an effective SEO mix, but for the New Year businesses are being encouraged to think outside the box with their keyword research.
Keeping keywords short and simple is essential for mobile marketing. As most of us use our smartphone devices on the run, businesses need to adapt to this fast paced environment and create one that’s easy and convenient.
From desktop sites, users tend to search for longer keywords but in the world of mobile marketing everything is simplified and brief. If consumers can find what they’re after without having to type as much into the search engine then mobile marketing will only be more effective.
Adapting your site appropriately across all devices, whether it is smartphones or desktop computers is essential. If components cannot be accessed properly off one, then it’s best not to include them.
If you’re shifting your website to mobile, be careful not to fall into the trap of thinking you can simply replicate your current website into something smaller. Not all the parts are going to work across all devices, so cut out the dynamic elements and strip it back to the essentials so it’s quick and easy for search engines and mobile users.
Since Google’s recent Hummingbird algorithm update, it a website’s piece of content doesn’t work on a smartphone, it may as well just not exist. Along with the other valuable ranking factors used by Google, a user’s ability to view content across multiple devices is crucial.
As with keywords, content is a much needed royal family member of SEO. Keep it brief so reading it on mobile devices is easier and focus only on what’s relevant to the mobile user. Again, adaptation is key so if you can’t access the content properly from the device – don’t provide it. Take advantage of the benefits provided by mobile devices and implement their tools. For example, automatically prompt the user to call your business’s number when they click on the contact details.
It’s essential to not only optimise a site, but an experience for those that are gadget-savvy and content hungry in a rapidly evolving digital world.
Tuesday, November 12th, 2013
Many internet savvy business owners and SEOs reading this will quite rightly ask the question and that’s fair enough, we’ve all seen first-hand dodgy forum comments with links to multiple websites in the actual forum message window or signature, however the aim of this piece is to explain the real advantages of developing a forum marketing strategy with the primary focus being on helping potential customers solve their problems in a non-promotional way thereby building up your online authority. Jason Acidre, a well-respected Search Strategist who works for companies all over the world talks about the ROI of forum marketing – well worth a read.
Forget about doing forum marketing for backlinks, this tactic practiced by blackhat SEO companies went out the window years ago. Don’t be like our friend, Brian:
Let’s say you’re a local landscaper. You don’t have a big marketing budget but you recognise the need to ‘be visible online’. You can start building up your online reputation as a knowledgeable, helpful and friendly tradesman by taking time out to answer forum questions, offer better solutions and genuinely helping people out. Over time, people will learn to recognise you, value your knowledge, tell their friends about you and hopefully want to seek out your services. Why? Because they develop trust in you. Forum users deliver highly targeted website traffic. They are at various stages of the buying cycle, too – not just in the research phase.
The long term payoff is that you are positioning yourself as the leading authority in the market. This has a cumulative effect, helping establish you as a key industry influencer. You may be surprised how often journalists scour online forums when doing their story research. If you’re in front of their eyes, and they want to talk to a landscaping professional for their next home improvement piece, you may well get a phone call – priceless local exposure!
Homeone.com.au is an excellent forum which ranks very highly in Google for an incredible amount of home improvement related search terms. It’s a great place to start building up your online reputation.
Check out the forum post below:
At the time of writing this piece, this question about foundation drainage had not been answered.
If I was a landscaper or builder, this is what I would do:
1. Register on homeone.com.au with a username reflecting my business name e.g. expresslandscapes
2. Setup my forum profile to include my real name, website, photo of myself and/or business logo, builder’s licence if applicable, list my experience – anything I can to prove I’m legitimate and have the credentials to know what I’m talking about
3. Setup a forum signature to include a link to my website and social networking profiles such as Google+, LinkedIn and Facebook
Here’s an example of how your forum signature might look:
4. Once we have our profile setup, the next step is to dive straight into that forum post and start answering the question. Giving honest advice on what you need to do for foundation drainage best practice. I would not try to promote myself at all. Remember, I want to be delivering value and building up my reputation. I’m hoping people will want to know more about me and check out either my forum profile or even better, click through to my website via the link in my email signature.
A great way of finding forum posts you can contribute on can be as simple as searching on Google. To keep with our landscaping theme, you could try something like: ‘landscaping forum Australia’:
Any business owner is strapped for time and forum participation is much lower on the list of things to get done. However, unless you are so busy with work lined up for the next 12 months, you need to make time for marketing and by dedicating one hour a week to forum marketing, you will start making inroads into building up your influence. You may even be able to delegate these tasks to someone in-house.
Larger size businesses can implement forum marketing strategies for bringing in more qualified, targeted website traffic In fact, they are often better resourced and may have a dedicated marketing department. These guys can be trained up on the basics and should be able to handle most queries. Sales teams are only an internal phone call away and they’ll be able to help guide the marketers on what to say – but remember to leave the self-promotion at the door.
Not only does forum marketing deliver highly qualified website traffic, it is adds another string to your inbound marketing bow, and working towards the longer term approach of multiple traffic sources, not just relying on Google. While we can’t argue Google’s dominance worldwide and in particularly here in Australia, we need to be thinking about how else to get people to our site. Forum marketing is just one of many examples of inbound marketing channels of which others include maintaining a regular blog, guest blogging on relevant industry sites, White Papers, Webinars/Webcasts, eBooks, podcasts, presentations and more.
If you’d like to learn more about how you can work to increase your website traffic, why not reach out to the team here at White Chalk Road. We provide a free consultation where we can discuss your market research and online marketing needs.
by Jamie Press