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Showing posts from July, 2019

The power of page speed: Practical tips and tools to speed up your site

As regular users of the Internet, we all want what we’re searching for to appear instantly. Therefore, in 2010, Google released the PageRank algorithm, which made website and page speed a high ranking factor for crawlers to assess and rank in search engine results pages. 53% of mobile site visits leave a page that takes longer than three seconds to load. Throughout the digital years, a distinct correlation has become evident between page speed and visitor retention and bounce rate. And with visitor retention becoming increasingly important in terms of meeting revenue goals and other annual targets, page speed is one of the most vital focus areas for customer experience today. Performing page speed tests should be a high priority (if it isn’t already) for your website. Looking at it from Google’s perspective, if your pages take an age to load, the search engine is not able to crawl as many pages, which results in Google using its crawl budget ineffectively, potentially negatively...
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Two simple behavioral levers to improve your link building efforts

Link building is hard. Anyone who says otherwise has either not done much of it, or they’re trying to sell you a course. To make it even harder, there are a million supposed link building hacks and tactics on the web – and most of them are pretty bad. A quick Google search will net you a treasure trove of stale email templates and tactics like link reclamation that either trick you into believing them because they rank well in search, or make you wonder why articles like that don’t have an expiration date. When it comes down to brass tacks, there are really only two broad strategies for increasing your link building effectiveness, both of which come from a framework using BJ Fogg’s behavior model: Increase motivation (make them want to link to you more) or Decrease friction (make it easier for them to link to you) Link building is a critical part of SEO, whether your website is small or large. Here’s how you can use BJ Fogg’s framework to really improve your link building strat...
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Guide to call tracking and the power of AI for analyzing phone data

Invoca, an AI-powered call tracking platform, published their Call Tracking Study Guide in March of this year. The in-depth guide demystifies call tracking technology and reviews how call tracking tools help marketers connect digital campaign data to inbound customer phone calls. Call tracking is a powerful way for marketers to understand exactly where phone calls are coming from with granularity that, for the most robust tools, can extend down to the keyword level. This data helps reveal what platforms, publishers, keywords, and channels drive high-intent customers to call and can help marketers create a more informed media allocation strategy.  Content produced in collaboration with Invoca . Call tracking 101: A brief introduction Invoca uses a snippet of JavaScript code placed on your website to track calls. After the code snippet is placed on the landing page, it swaps out your standard business phone number with a trackable, dynamic phone number which is unique to each ...
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Five extensions to help you boost on-page SEO

While there are many extensions that can supplement your online presence and improve your on-page SEO performance, some happen to be very underrated but offer a lot more than others. On-page SEO is an integral part of online marketing. Over time, on-page SEO has been hammered and defined into several key instruments of the digital marketing toolbox that helps brands achieve their business goals on search engines. Without practicing on-page SEO, your brand may not rank on search engines effectively and fail to achieve the competitive edge it needs to get online exposure, generate leads, and earn revenue. In this article, we will share five extensions to boost on-page SEO. These would directly complement your on-page SEO strategy , help you rack-up rankings, track your website’s performance and measure the core metrics of your online progress. By using these five extensions you can build a stronger digital footprint on Google and significantly increase the efficiency in your marketing...
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Small-budget guide to testing ad copy, landing pages, and more

When you have a smaller digital marketing budget, you might think that testing should take a backseat to efficiency and driving conversions – but that would be short-sighted. In order to stay competitive, continue to take up more market share, and keep up with the changing digital space it’s important to always be testing. That said, you can test almost anything, but don’t get bogged down with your options. With a small budget, it’s important to focus on one or two tests at a time to make sure that you can reach statistical significance relatively quickly. In this post, we’ll focus on some of the most important tests you can run: 1. Ad copy testing 2. Landing page testing 3. Testing new engines and ad formats Ad copy testing  Ad copy testing can do more than lead to more efficient ads. It can be a very effective tool for testing messaging that you can apply to other marketing efforts like your website, emails, and other digital marketing collaterals. Testing different mess...
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Five biggest misconceptions about PageRank

Google’s PageRank is one of the metrics that started it all. It was present in that very first research paper , that laid a foundation for Google’s entire ranking system. PageRank figures out the importance, credibility and “weight” of a webpage, based on the type of backlinks that the webpage gets. It’s a system analogous to academic quotations. So the more robust your backlink profile is, the more appropriate and authoritative backlinks you receive, the higher your chances to rank. We all know perfectly well what importance good backlinks have. The weight assigned to the page due to its backlink profile can make or break the ranking. And ever since PageRank was first adopted, the SEO community started trying to optimize for it. So it goes, they adopt, and we adapt. During its long history as a vital ranking factor, PageRank was surrounded by a multitude of misconceptions. In this article, I will address some of the most prevalent ones. 1. PageRank as a metric is too old to matte...
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Converting custom: Using analytics to optimize sales funnels

Sales funnels form the backbone of just about every company you’ll make a purchase from today, tomorrow, or all year round. For many business owners, the term “sales funnel”, otherwise known as “conversion funnel”, can sound much like self-important corporate jargon – an affectation that makes the process of selling products seem like brain surgery. The good news is that if you’re already selling goods or services online, then you already have a sales funnel in place. Easy! Right? Well, there’s a significant difference between having a funnel for customer conversions and utilizing your website in a way that actively drives sales. Fundamentally, a sales funnel is a term that helps you to visualize and understand how a visitor flows from your landing page into the other side of your checkout page – converting themselves into a fully-fledged customer in the process. The reason the word “funnel” is used to describe the process is that you’re aiming to guide prospective customers from ...
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Don’t underestimate the power of video

Video content impacts organic performance more than any other asset that can be displayed on a web page. In today’s online marketing world, videos have become an integral step in the user journey. Yet for the large enterprises, video optimization is still not an essential part of their website optimization plan. Video content is still battling for recognition among the B2B marketer. Other industries, on the other hand, have already harnessed this power of video. In the recent Google Marketing Live, Google mentioned that 80% of all online searches are followed by a video search. Some other stats to take into consideration,  according to Smallbiztrends by 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic. Furthermore, pages with videos are 53 times more likely to rank on Google’s first page. I took a deeper look into video content and its impact on organic performance. My analysis started in the fall of 2018. Google had already st...
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