Online Marketing ROI

Online Marketing ROI – 5 Key Metrics You Must Measure

The whole point of any business to exist is for it to generate profits, and for that to happen it must create a return on any investment made. That is not just the capital that the company’s shareholders or owner have invested but relates to return on investment on all aspects of the business such as product development, staff training, and marketing for example.

Given we are an SEO agency, one of the most important ROIs we look at for any client we work with is that which is generated from the online marketing that we do for them. Within that overall return on investment there are specific metrics that we and our clients can assess, and in this post, we are going to look at 5 of the most important in detail.

Cost Per Lead

The definition of a lead may vary from industry to industry but for us, it means someone who has indicated that they interested in a product or service. That indication might mean they have entered their email in an opt-in box for more information or clicked on a link, which subscribed them to a message bot series.

Bear in mind a lead is not yet a customer, but the cost of acquiring leads from any marketing campaign is important. This applies particularly to PPC campaigns especially as it a simple metric to calculate as follows: Ad spending divided by the number of leads created. Otherwise, it will be the amount spent on marketing divided by the number of leads.

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negative SEO

How To Defend Your Website Against Negative SEO Attacks

For any business owner to discover that their website is being targeted by others using negative SEO, it can feel almost as if they were burgling your business for real.

In both scenarios you can feel helpless, and whilst we hope that neither of them ever happens to you, in the case of negative SEO we can at least give you some advice with regards to defending yourself, or more precisely your business’s website against it.

One of the primary objectives in defending yourself against an ongoing negative SEO attack is to discover who is actually carrying out that attack. As there are several ways that they may attack you, you need to go through the most common ones, to see if you can uncover the culprits.

Incoming Links

This will require you to use a link analysis tool, so ideally you want one which you have used and know how to assess its data. Be aware that not all tools analyse and score links in the same way so make sure you are comfortable with how you determine whether a link is good or bad.

Ideally, you want to look at some of the footprints that the negative SEO links are creating. In particular look for,

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Internal Linking Strategy

Why Internal Linking Must Not Be Ignored

It is almost comical sometimes to see website owners, and sadly, SEO consultants who should know better, scurrying around desperately trying to find backlinks from every possible place they can think of. It almost seems that they are like mice in a wheel, constantly chasing the next link they can get their hands on.

Now, we are not saying backlinks should not be sought, and they are indeed extremely important when it comes to SEO process. However, external backlinks are not the only type of linking strategy you should follow.

Including an internal linking strategy as part of your SEO also pays high dividends in terms of ranking. There is also the very obvious fact that internal links are much easier to create, and as you are the website owner, you should not need anyone’s permission to create them either.

Having a carefully planned and implemented internal linking has a number of advantages, and while it can certainly help boost your SEO, not all of them are simply for Google’s benefit when they are deciding how to rank your website.

When it comes to planning your internal linking, this is one of the times where doing so visually can make it easier and more effective. Bear in mind, you are in effect, creating a network within your website, and to try and visualise that in your head, while not impossible, is difficult. (more…)

Publishing Local Content

How Publishing Local Content Can Boost Your Sales

While adding content to a website should never be discouraged, with many local businesses, it is often the case that the content they create is not speaking to the audience or the customers that they are trying to attract.

What happens is that a generic article is added which relates to the industry or market sector the business operates in, but it could have been written by any business owner, anywhere in the world.

Now it may be a very well-written piece of content, and it may also be perfect for the search engines, but ultimately it is customers that a business needs to survive. Unless it operates globally, a business’s customer base is in its local area and it is locally that it should be aiming some of its content.

Local people, for the most part, love to read about their local area. After all, they can easily find out what is happening nationally or internationally by watching the evening news. However, when it comes to their town or their neighbourhood when they see something written about it, they are drawn to it.

So, let us look at some content ideas you could use that will attract more local customers, and more sales.

Meet The Team

A nice easy one to start with is a meet the team article which provides a brief bio of your staff. Include things like the local school or college they attended or local sports clubs they are a member of. It is almost certain that these are the same local schools, colleges, and clubs of potential customers and thus it creates a link with them.

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Google Relies On SEO

Why Google Relies On SEO More Than It Will Admit

If you speak to any number of SEO professionals many of them will describe their relationship with Google as a kind of duel, with them being the knights in shining armour, trying to defeat the evil Google algorithm. As weird as they may sound it isn’t too far from the truth.

A website’s ranking on Google’s search listing is reliant on a multitude of factors that Google measures and then its algorithm calculates what is in effect a ranking score, which is where the website will appear in the search results. This process is repeated for every search term that anyone on the internet types into top Google’s search box.

Although google publishes general advice for website owners, they obviously do not publish the specific details of their algorithms. This is why SEO professionals and agencies are in such high demand as they have the knowledge based on their research and experience to make the most accurate assessment of what Google gives the most weight to for a whole series of ranking factors.

Accordingly, business owners will employ these SEO experts to help get their website ranked higher, with the obvious uplift in the amount of traffic coming to their website. Now, if you were to take Google at their word, SEO is not a practice that they specifically endorse. They are dead set against any action being taken that might alter or skew a website’s ranking, especially blatant cheating.

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Google Adword

Should I Use Google Ads For My Business?

If you’re active in the online space, you’ve probably heard of Google Ads (previously called Google AdWords). It’s one of the more popular forms of digital marketing, and it can be extremely productive when it’s used right.

However, it’s also very easy to waste money with Google Ads if you’re not sure what you’re doing. I know countless people who have wasted thousands of dollars by doing Google Ads the wrong way, and I don’t want you to join them.

With this in mind, I’ve put together a short guide to help you decide whether or not it’s the right choice for your business.

What Is Google Ads?

To get us started, let’s have a quick look at exactly what Google Ads is and how it works.

Basically, Google Ads allows advertisers – business owners like you and me – to present their website within the Google search results for relevant keywords. The best thing about it is that you can effectively place your business at the top of the search results, even if you’ve completely neglected search engine optimization (SEO).

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webflow

What Is Webflow And Should I Use It?

As a web designer, you probably know that there is a wide range of tools and software programs out there that can help you maximise your efficiency. Some of these require quite technical skills, but many of them are actually beginner friendly, designed to make your life as a designer easier.

Once such software program is Webflow, which has grown in popularity over the last few years to become a favourite among the web design community. For me, Webflow is a great tool, and you should at least be aware of it and what it does so that you can take advantage of its powers where possible.

What is Webflow?

To put it simply, Webflow is a web design program that comes complete with a range of tools to streamline the design process. In many ways, it actually works in a similar way to website builders like Wix and Weebly.

However, Webflow is so much more than just a website builder. It uses a “code-first” design interface that will allow you to build your own website from scratch.

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professional web designer

Should I Use a Professional Web Designer for My WordPress Website?

Designing a website with WordPress can be a confusing and time consuming process, even if you have skills and experience in the field. Although it’s more than possible to create your own site, you might decide to save yourself some time and stress by simply employing a professional designer and copywriter to take care of things for you.

For me, there are numerous reasons why you should consider using a professional designer for your WordPress website. I’ve outlined some of the below, but make sure that you do a bit of research and uncover the benefits of using a designer for yourself.

  1. They Might Even Save You Money

Although web designers are expensive – there’s no question about that – using one could actually save you quite a lot of money in the long run, for numerous reasons.

Experienced web designers will work fast and efficiently, which means that they will take a lot less time to put your site together than you would. They will also be able to make sure that everything’s working as it should before you take control of your site, which means that you shouldn’t run into too many problems in the future.

Finally, using a web designer should also free up a lot of your own time. This means that you will be able to focus on the things that you’re good at, which could also boost your income.

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Demystifying Content Creation for Removalists

Demystifying Content Creation Best Practices For Removalists

Creating content for your removalist website can be difficult. Knowing what sort of content to include and how to include it is almost impossible if you don’t have some sort of web development or content management background. The same applies to creating social media content or even printed advertising fliers and brochures.

In this article I’m going to focus on demystifying content creation best practices for removalists. We will look at some of the most important things for removalists to include in their content and how they should do this. By the end of this article you should have the ability to create high quality, SEO optimised content for your removalist website.

Start By Understanding What Message You’re Trying To Get Across

The most important thing when it comes to creating new content for your removalist website is understanding exactly what you’re trying to say. Identify the subject of your post or page, and make sure that the rest of your content builds on it.

People in the modern world are inundated with information throughout their lives. If you want people to read your blog posts and website pages, you need to make sure that they’re very well written and informational. They have to both bring value to a reader and answer at least one or two common questions.

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