Articles tagged "roi"

Search Engine Optimization 101

by Administrator

January 19th, 2012

Search Engine Optimization 101

Content Quality

More than anything else,  after you completed your website design and website production and want to launch your internet marekting campaign, you need to start producing quality content? If you’re selling something, do you go beyond being only a brochure with the same information that can be found on hundreds of other sites?

Do you provide a reason for people to spend more than a few seconds reading your pages?

Do you offer real value, something of substance to visitors, anything unique, different, useful and that they won’t find elsewhere?

These are just some of the questions to ask yourself in assessing whether you’re providing quality content. Do provide it, because it is literally the cornerstone upon which other factors depend.

Content Research / Keyword Research

Perhaps the most important SEO tactic after creating good content is good keyword research. There are a variety of tools that allow you to easily, and for free, discover the ways that people may be searching for your content.

You want to create content using those keywords, the search terms people are using. That effectively lets your content “answer” them.

For example, a page about “Avoiding Melanoma” may be using technical jargon to describe ways to prevent the most dangerous type of skin cancer. If people are searching for “skin cancer prevention tips,” then writing in the wrong “language” might cause search engines to skip your content as a possible answer.

Create content that speaks to what people are searching for, that uses the language that they themselves are using.

 Content Words / Use Of Keywords

Having done your keyword research (you did that, right?), have you actually used those words in your content? Or if you’ve already created some quality content before doing research, perhaps it’s time to revisit that material and do some editing.

Bottom line: if you want your pages to be found for particular words, it’s a good idea to actually use those words in your copy.

How often? Repeat each word you want to be found for at least five times or seek out a keyword density of 2.45%, for best results.

OK, that was a joke. There’s no precise number of times, and even if “keyword density” sounds scientific, honest, even if you hit some promised “ideal” percentage, that would guarantee nothing.

Just use common sense. Think about the words you want a page to be found for, the words you especially feel are relevant from your keyword research. Then use them naturally on the page. If you commonly shift to pronouns on a second and further references, maybe use the actual noun again here and there, rather than a pronoun.

Content Engagement

If you’ve written quality content, then users will be engaging with it. To determine that, search engines may try to measure engagement in a variety of ways.

For example, did someone search, find your page in the listings, click through but then immediately “bounce” back to the results to try something else? That can be a sign that your content isn’t engaging. It’s also a metric search engines can measure.

Are people sending a relatively long time reviewing your content, in relation to similar content on other sites? That “time on site” metric is another thing that search engines can measure, such as through toolbars that both Google and Bing offer.

Social “likes” of the Facebook type and other varieties are another way that engagement might be measured, and we’ll cover these more in the Social section of this guide.

Search engines are typically cagey about if they use engagement metrics much, much less exactly what metrics they may use. But we do think it is a factor being measured in several ways. Success here is highly linked to the quality of your content.

Content Freshness

No you can’t just update your pages every day thinking that will make them “fresh” and thus more likely to rank better with search engines. Nor can you just add new pages on anything constantly and think that gives you a freshness boost, either.

However, Google does have something it calls Query Deserved Freshness. This means that if there’s a search that’s suddenly getting unusually popular versus its normal activity for some reason, Google will look to see if there’s any fresh content on that topic and give it a boost toward the top results.

If you’ve got the right content, on the right topic when QDF hits, you may enjoy being in the top results for a week or two or three. Just be aware that after that, your page might disappear. It’s not that you’ve done anything wrong. It’s just that the freshness boost has worn off.

The Importance of Having a Website

by Administrator

January 11th, 2012

How often do you search in the online yellow pages or on google for a particular business, only to find that they do not have a website? How often do members of the business community hand you a business card with an email address @yahoo.com or the like? In today’s business world it is amazing to see just how many businesses still do not have a web presence. A website is a fairly inexpensive business tool that serves a purpose for both you and your clients. For you, it is a fairly inexpensive way to advertise. Obtaining an appropriate domain name for your business does not cost very much any more. 

The Final Code is here to help through the process, choosing your domain, emails, marketing strategies, social media creation and much more. Once you have a website you can list your website address on your business cards, flyers and pamphlets, bulletin boards and even the company sign that you have hanging on the side of your building. In fact, you can save money on these other marketing tools by having a website. For example, you can feature an electronic version of your catalog on your website, with no limit on size. You can describe all of your products and services in greater detail because space on your website is significantly less expensive then full color print. And what happens if you need to make a change, such as if you delete or add products or services? Are you going to reprint all of your printed marketing materials? On a website, you have the ability to make the necessary changes at no additional costs. The Final Code makes dynamic websites that you can change yourself at anytime from anywhere. 

For your clients, they will have the convenience of reading about your company and the services and products you offer on their own time. In today’s world, people lead very busy lives when you consider the commitment of their careers and family. By having a well presented website, you lend yourself to the convenience of your clients. They can come to you when they want to. If you add a “Contact Us” link onto your website, it allows your customers to contact you 24 hours a day, 7 days a week. You can drive traffic to your site to learn all about your company and what you have to offer. Your clients can get a much better idea about your business because you can feature multiple pages on your site with greater details about the different aspects of your company, products and services. You can even provide directions to your place of business, making it easier for customers to find you.

By having a web presence, great website design, web production, and internet marketing campaign, you expand your market significantly. You make yourself available to people in other time zones and even across the globe rather than the limited market audience you can reach in your local geographical area. And at a fraction of the cost! With a website there is less need to send out expensive mailings to purchased mail lists that are often unreliable. Even those mailings that do make it to the target audience are thrown away without ever being looked at.

Small business internet advertising is more targeted to a specific audience.  The Final Code has a unique built in email program that allows you to collect data from the clients who visit your website. They are there because they have a specific interest in your company’s product or service, which you can use to your advantage. By collecting e-mail addresses from willing visitors to your website you can stay in contact with them without having to pay for printing or postage. 

Whether you are a small business owner, inventor, entrepreneur, artist, author, musician or band, you need a website. In the world we live in increasingly people are turning to the Internet to find information, and if you don’t have a presence on the Internet you will not only be making it more difficult for people to find you, but you will be sending the wrong message.

RETURN ON INFLUENCE. In social media, this is the new ROI

by Administrator

December 27th, 2011

RETURN ON INFLUENCE. In social media, this is the new ROI, and it's a term that represents qualitative results more than quantitative statistics. Return on Influence is concerned with engagement, rather than the monetary investment and profits associated with social media metrics.

The social connections you make through your web strategy are at the core of your influence --- it's this strategy that affects the perceptions, attitudes and actions of your audience. The first product that your web engagement should create is impact. Your impact is relative to your social media influence (new ROI), while standard ROI seeks to attribute a financial value (something that will typically be a secondary result of your social media efforts). These two ROI's require different perspectives when measuring a program's success, and for many, the assessment of return on influence is more telling than the return on investment. For example, let's look at volume.

Whether you're calculating Facebook fans, Twitter followers or website traffic, this metric can be seen in two ways:

 1. Return on Investment: i.e. How many Facebook fans did you gain after spending $1,000 on a Facebook ad campaign? Say you achieved 2,000 new 'likes' -- that would appear productive and efficient from a financial perspective. Your quantitative assessment = Success

2. Return on Influence: i.e. If you achieved 2,000 new fans over the course of your $1,000 Facebook ad campaign, how many of those 2,000 fans took the action you ultimately desire (shared your page, posted a comment, joined your contest, etc.)? If only 400 of those new fans took action, you could assume your engagement is low, and therefore, could be improved since your ultimate objective should be to impact behaviors rather than just extend your reach. Your qualitative assessment = Needs improvement

Some other KPI's (key performance indicators) you can use to measure your Return on Influence include:

 •Participation Behavior

 •Brand Stature

 •Resonance

 •Loyalty

 •Advocacy