Tag Archive | "Come"

Google Gives Details On Featured Snippets & What New Snippets May Come

Google’s featured snippets have been one of those areas in search that Google has been investing a lot of time…


Search Engine Roundtable

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Countdown to Launch: How to Come Up with Great Testing Ideas

Posted by ChrisDayley

Whether you are working on a landing page or the homepage of your website, you may be asking yourself, “Why aren’t people converting? What elements are helping or hurting my user experience?”

Those are good questions.

When it comes to website or landing page design, there are dozens — if not hundreds — of potential elements to test. And that’s before you start testing how different combinations of elements affect performance.

Launching a test

The good news is, after running thousands of tests for websites in almost every industry you can imagine, we’ve created a simple way to quickly identify the most important areas of opportunity on your site or landing page.

We call this approach the “launch analysis”.

Why? Well, getting someone to convert is a lot like trying to launch a rocket into outer space. To succeed in either situation, you need to generate enough momentum to overcome any resistance.

To get a rocket into orbit, the propulsion and guidance systems have to overcome gravity and air friction. To get a potential customer to convert, your CTA, content and value proposition have to overcome any diversions, anxiety or responsiveness issues on your site.

So, if you really want your conversion rate to “take off” (see what I did there?), you need to take a hard look at each of these six factors.

Prepping for launch

Before we dive into the launch analysis and start testing, it’s important to take a moment to review 3 important testing factors. After all, no matter how good your analysis is, if your test is fundamentally broken, you’ll never make any progress.

With that in mind, here are three questions to ask yourself before you dive into the launch analysis:

What is my business question?

Every good website or landing page test should answer some sort of important business question. These are usually open-ended questions like “how much content should be on the page to maximize conversions?” or “what does the best-converting above-the-fold experience look like?”

If your test is designed to answer a fundamental business question, every test is a success. Even if your new design doesn’t outperform the original, your test still helps get you get some data around what really matters to your audience.

What is my hypothesis?

Where your business question may be relatively broad, your testing hypothesis should be very specific. A good hypothesis should be an if/then statement that answers the business question (if we do X, Y will happen).

So, if your business question is “how much content should be on the page?”, your hypothesis might be: “if we reduce the amount of content on our page, mobile conversions will increase.” (If you’re interested, this is actually something we studied at Disruptive Advertising.)

What am I measuring?

We hinted at this in the last section, but every good test needs a defined, measurable success metric. For example, “if we reduce the amount of content on our page, people will like our content more” is a perfectly valid hypothesis, but it would be incredibly difficult to define or measure, which would make our test useless.

When it comes to online advertising, there are tons of well-defined, actually measurable metrics you can use (link clicks, time on page, bounce rate, conversion rate, cart abandonment rate, etc.) to determine success or failure. Pick one that makes sense and use it to measure the results of your test.

The launch analysis and countdown

Now that we have the testing basics out of the way, we can dive into the launch analysis. When performing a launch analysis on a page of your site, it is critical that you try to look at your page objectively, and identify potential opportunities instead of immediately jumping into things you need to change. Testing is about discovering what your audience wants, not about making assumptions.

With that being said, let’s countdown to launch!

6. Value proposition

To put it simply, your value proposition is what motivates potential customers to buy.

Have you ever wanted something really badly? Badly enough that you spent days, weeks, or even months figuring out how to get it for an affordable price? If you want something badly enough (or, in other words, if the value proposition is good enough), you’ll conquer any obstacle to get it.

This same principle applies to your website. If you can really sell people on your value proposition, they’ll be motivated enough to overcome a lot of potential obstacles (giving their personal information, dealing with poor navigation, etc.).

For example, a while back, we were helping a college optimize the following page on their site:

It wasn’t a bad page to begin with, but we believed there was opportunity to test some stronger value propositions. “Get Started on the Right Path: Prepare yourself for a better future by earning your degree from Pioneer Pacific College” doesn’t sound all that exciting, does it?

There’s a reason for that.

In business terms, your value proposition can be described as “motivation = perceived benefits – perceived costs.” Pioneer Pacific’s value proposition made it sound like going to all the work to get a degree from their college was just the beginning of a long, hard process. Not only that, but it wasn’t really hitting on any of the potential pain points an aspiring student might have.

In this particular case, the value proposition minimized the perceived benefits while maximizing the perceived costs. That’s not a great way to get someone to sign up.

With that in mind, we decided to try something different. We hypothesized that focusing on the monetary benefits of earning a degree (increased income) would increase the perceived benefits and talking about paying for a degree as an investment would decrease the perceived cost.

So, we rewrote the copy in the box to reflect our revised value proposition and tested it:

As you can see above, simply tweaking the value proposition increased form fills by 49.5%! The form didn’t change, but because our users were more motivated by the value proposition, they were more willing to give out their information.

Unfortunately, many businesses struggle with this essential step.

Some websites lack a clear value proposition. Others have a value proposition, but it makes potential customers think more about the costs than the benefits. Some have a good cost-benefit ratio, but the proposition is poorly communicated, and users struggle to connect with it.

So, if you’re running the launch analysis on your own site or landing page, start by taking a look at your value proposition. Is it easy to find and understand? Does it address the benefits and costs that your audience actually cares about? Could you potentially focus on different aspects of your value propositions to discover what your audience really cares about?

If you think there’s room for improvement, you’ve just identified a great testing opportunity!

5. Call to action

If you’ve been in marketing for a while, you’ve probably heard all about the importance of a good call to action (CTA), so it should come as no surprise that the CTA is a key part of the launch analysis.

In terms of our rocket analogy, your CTA is a lot like a navigation system for your potential customers. All the rocket fuel in the world won’t get you to your destination if you don’t know where you’re going.

In that regard, it’s important to remember that your CTA typically needs to be very explicit (tell them what to do and/or what to expect). After all, your potential customers are depending on your CTA to navigate them to their destination.

For example, another one of our clients was trying to increase eBook downloads. Their original CTA read “Download Now”, but we hypothesized that changing the CTA to emphasize speed might improve their conversion rate.

So, we rephrased the CTA to read “Instant Download” instead. As it turned out, this simple change to the CTA increased downloads by 12.6%!

The download was just as instantaneous in both cases; but, simply by making it clear that users would get immediate access to this content, we were able to drive a lot more conversions.

Of course, there is such a thing as being too explicit. While people want to know what to do next, they also like to feel like they are in the driver’s seat, so sometimes soft CTAs like “Get More Information” can deliver better results than a more direct CTA like “Request a Free Demo Today!”

As you start to play around with CTA testing ideas, it’s important to remember the 2-second rule: If a user can’t figure out what they are supposed to do within two seconds, something needs to change.

To see if your CTA follows this rule, ask a friend or a coworker who has never seen your page or site before to look at it for two seconds and then ask them what they think they are supposed to do next. If they don’t have a ready answer, you just discovered another testing opportunity.

Case in point: On the page below, a client of ours was trying to drive phone calls with the CTA on the right. From a design perspective, the CTA fit the color scheme of the page nicely, but it didn’t really draw much attention.

Since driving calls was a big deal for the client, we decided to revamp the CTA. We made the CTA a contrasting red color and expanded on the value proposition.

The result? Our new, eye-catching CTA increased calls by a whopping 83.8%.

So, if your CTA is hard to find, consider changing the size, location and/or color. If your CTA is vague, try being more explicit (or vice versa). If your CTA doesn’t have a clear value proposition, find a way to make the benefits of converting more obvious. The possibilities are endless.

4. Content

Like your value proposition, your content is a big motivating factor for your users. In fact, great content is how you sell people on your value proposition, so content can make or break your site.

The only problem is, as marketers and business owners, we have a tendency towards egocentrism. There are so many things that we love about our business and that make it special that we often overwhelm users with content that they frankly don’t care about.

Or, alternatively, we fail to include content that will help potential customers along in the conversion process because it isn’t a high priority to us.

To really get the most out of your content, you have to lay your ego and personal preference aside and ask yourself questions like:

  • How much content do my users want?
  • What format do they want the content in?
  • Do mobile and desktop users want different amounts of content?

As a quick example of this, we were working with a healthcare client (an industry that is notoriously long-winded) to maximize eBook downloads on the following page:

As you can see above, the original page included a table of contents-style description of what readers would get when they downloaded the guide.

We hypothesized that this sort of approach, with its wordy chapter titles and and formal feel, did not make the eBook seem like a user-friendly guide. There was so much content that it was hard to get a quick feel for what the eBook was actually about.

To address this, we tried boiling the copy down to a quick, easy-to-read summary of the eBook content:

Incredibly, paring the content down to a very simplified summary increased eBook downloads by 57.82%!

However, when it comes to content, less is not always more.

While working on a pop-up for Social Media Examiner, we tested a couple different variants of the following copy in an effort to increase eBook downloads and subscriptions:

Just like the preceding example, this copy was a bit wordy and hard to read. So, we tried turning the copy into bullet points…

…and even tried boiling it down to the bare essentials:

However, when the test results came in, both of these variants had a lower conversion rate than the original, word-dense content!

These results fly in the face of the whole “less is more” dogma marketers love to preach, which just goes to show how important it is to test your content.

So, when it comes to content, don’t be afraid to try cutting things down. But, you might also try bulking things up in some places — provided that your content is focused on what your potential customers want and need, not just your favorite talking points. Our suggestion: challenge whatever you have on your site. Try less, more, and different variations of the same. It should ultimately be up to your audience!

3. Diversions

Unfortunately, having a great value proposition, CTA and content doesn’t guarantee you a great conversion rate. To get a rocket to its destination, the launch team has to overcome a variety of obstacles.

Same goes for the launch analysis.

Now that we’ve talked about how to maximize motivation, it’s time to talk about ways to reduce obstacles and friction points on your site or page that may be keeping people from converting, starting with diversions.

When it comes to site testing, diversions could be anything that has the potential to distract your user from reaching their destination. Contrasting buttons, images, other offers, menus, links, content, pop ups…like cloud cover on launch day, if it leads people off course, it’s a diversion.

For example, take a look at the page below. There are 5 major elements on the page competing for your attention – none of which are a CTA to view the product – and that’s just above the fold!

What did this client really want people to do? Watch a video? Read a review? Look at the picture? Read the Q&A? Visit their cart?

As it turns out, the answer is “none of the above”.

What the client really wanted was for people to come to their site, look at their products and make a purchase. But, with all the diversions on their site, people were getting lost before they even had a chance to see the client’s products.

To put the focus where it belonged—on the products—we tried eliminating all of the diversions by redesigning the site experience to focus on product call to actions. That way, when people came to the page, they immediately saw Cobra’s products and a simple CTA that said “Shop Our Products”.

The new page design increased revenue (not just conversions) by 69.2%!

We’ve seen similar results with many of our eCommerce clients. For example, we often test to see how removing different elements and offers from a client’s homepage affects their conversion rates (this is called “existence testing”).

Existence testing is one of the easiest, fastest ways to discover what is distracting from conversions and what is helping conversions. If you remove something from your page and conversion rates go down, that item is helpful to the conversion process. If you remove something and conversion rates go up – Bingo! You found a distraction.

The GIF below shows you how this works. Essentially, you just remove a page element and then see which version of the page performs better. Easy enough, right?

For this particular client, we tested to see how removing 8 different elements from their home page would affect their revenue. As it turned out, 6 of the 8 elements were actually decreasing their revenue!

By eliminating those elements during our test, their revenue-per-visit (RPV) increased by 59%.

Why? Well, once again, we discovered things that were diversions to the user experience (as it turns out, the diversions were other products!).

If you’re curious to see how different page or site elements affect your conversion rate, existence testing can be a great way to go. Simply create a page variant without the element in question and see what happens!

2. Anxiety

Ever have that moment when you’re driving a car and you suddenly get hit by a huge gust of wind? What happens to your heart rate?

Now imagine you’re piloting a multi-billion dollar rocket…

Whether you’re in the driver’s seat or an office chair, anxiety is never a good thing. Unfortunately, when it comes to your site, people are already in a state of high alert. Anything that adds to their stress level (clicking on something that isn’t clickable, feeling confused or swindled) may lead to you losing a customer.

Of course, anxiety-inducing elements on a website are typically more subtle than hurricane-force winds on launch day. It might be as simple as an unintuitive user interface, an overly long form or a page element that doesn’t do what the user expects.

As a quick example, one of our eCommerce clients had a mobile page that forced users to scroll all the the way back up to the top of the page to make a purchase.

So, we decided to try a floating “Buy Now” button that people could use to quickly buy the item once they’d read all about it:

Yes, scrolling to the top of the page seems like a relatively small inconvenience, but eliminating this source of anxiety improved the conversion rate by 6.7%.

Even more importantly, it increased the RPV by $ 1.54.

Given the client’s traffic volume, this was a huge win!

As you can probably imagine, the less confusion, alarm, frustration and work your site creates for users, the more likely they are to convert.

When you get right down to it, conversion should be a seamless, almost brainless process. If a potential customer ever stops to think, “Wait, what?” on their journey to conversion, you’ve got a real problem.

To identify potential anxiety-inducing elements on your site or page, try going through the whole conversion process on your site (better yet, have someone else do it and describe their experience to you). Watch for situations or content that force you to think. Odds are, you’ve just discovered a testing opportunity.

1. Responsiveness

Finally, the last element of the launch analysis is responsiveness—specifically mobile responsiveness.

To be honest, mobile responsiveness is not the same thing as having a mobile responsive site, just like launching a rocket on a rainy day is not the same thing as launching a rocket on a clear day.

The days of making your site “mobile responsive” and calling it good are over. With well over half of internet searches taking place on mobile devices, the question you need to ask yourself isn’t “Is my site mobile responsive?” What you should be asking yourself is, “Is my site customized for mobile?”

For example, here is what one of our clients’ “mobile responsive” pages looks like:

While this page passed Google’s “mobile friendly” test, it wasn’t exactly a “user friendly” experience.

To fix that problem, we decided to test a couple of custom mobile pages:

The results were truly impressive. Both variants clearly outperformed the original “mobile responsive” design and the winning variant increased calls by 84% and booked appointments by 41%!

So, if you haven’t taken the time yet to create a custom mobile experience, you’re probably missing out on a huge opportunity. It might take a few tests to nail down the right design for your mobile users, but most sites can expect big results from a little mobile experience testing.

As you brainstorm ways to test your mobile experience, remember, your mobile users aren’t usually looking for the same things as your desktop users. Most mobile users have very specific goals in mind and they want it to be as easy as possible to achieve those goals.

Launch!

Well, that’s it! You’re ready for launch!

Go through your site or page and take a look at how what you can do to strengthen your value proposition, CTA and content. Then, identify things that may potentially be diversions, anxiety-inducing elements or responsiveness issues that are preventing people from converting.

By the time you finish your launch analysis, you should have tons of testing ideas to try. Put together a plan that focuses on your biggest opportunities or problems first and then refine from there. Happy testing!

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Guns N’ Roses Original Band Line Up To Come Together for Coachella 2016

After almost two decades of waiting, fans will surely be delighted to hear that their beloved rock band Guns N’ Roses will be reuniting for Coachella in April 2016.

It seems Axl Rose and Slash are ready to set aside any ill feelings they have for each other and move forward with the rest of the Guns N’ Roses gang in a get-together concert next year. The two have had a rocky relationship that prompted Rose to not show up during their band’s induction into the Rock and Roll Hall of Fame.

However, it looks like all is well now as rumors of the band coming together have been circulating around the web. According to various sources, the original band line up – Rose, Slash, and Duff McKagan – are reuniting to headline Coachella 2016. Initial reports claimed Rose and Slash will team up for their first gig together after more than 20 years, but other sources also stated that bassist McKagan will be joining the reunion.

The founding members will be performing on April 15-17 and April 22-24, claimed multiple sources.

Moreover, the band is reportedly planning to do as many as 25 North American stadium tours in the summer of 2016. The lineup is also set to perform at the new Las Vegas Arena, which is scheduled to open on April 6.

Guns N’ Roses founding members last performed together in July 1993 at River Plate Stadium in Buenos Aires. Rose is the only original member who remains in the group up to this day. The band’s most recent tour took place mostly in South America and The Joint in Las Vegas, which reportedly earned $ 15.2 million.

Reports allege that the rock band is being paid between $ 3 and $ 8 million dollars per show with ticket prices ranging from $ 250-$ 275.

Guns N’ Roses was formed in 1985 with original members Axl Rose on vocals, Slash on lead guitars, McKagan on bass, Izzy Stradlin on rhythm guitars, and Steven Adler on drums. They debuted in 1987 with Appetite for Destruction album, which carried their famous single “Sweet Child o’ Mine.” G N’ R Lies, and Use Your Illusion I and II are considered two of the most successful albums the group released in their entire career.

Guns N’ Roses Received a Platinum Honor for this 1987 Song

Appetite for Destruction was hailed as the biggest-selling debut with 18 million in U.S. sales. It remained at the top spot on the Billboard 200 chart for five weeks, according to Billboard. The rock band sold 44.5 million albums in the U.S. alone, declared the Recording Industry Association of America.

The Internet has been abuzz with reports of their forthcoming reunion after the band updated their official website recently. Their original logo was also featured on their website, which further ignited the get-together concert rumor.

Besides Guns N’ Roses, LCD Soundsystem will come together for Coachella 2016. Coachella has become a venue for reunions and band revivals in recent years. In 2007, it was able to get the Rage Against the Machine to reunite and perform together. Fans were also able to witness My Bloody Valentine to perform in 2009 and Outkast in 2014. Last year’s event attracted 198,000 people with a total revenue of $ 84.2 million, according to Boxscore.

Meanwhile, representatives for Guns N’ Roses have yet to comment on the reports. Coachella producer, Paul Tollet, as well as agent Ken Fermaglich at United talent Agency have not released any official announcement with regard to the 2016 event. AEG Executives, which will be responsible for the operation of the new Las Vegas Arena, also has not aired their side yet.


WebProNews

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Tweets Come To Google’s Desktop Search Results

On Friday, Google announced on Twitter that they have expanded from showing tweets on mobile to also showing them on desktop after about a month of testing them…


Search Engine Roundtable

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Come Take A Walk With Me Through A Melbourne Park [ Video ]

A Walk In The Park And The Critical Importance Of Mindset Training… I was out walking today in a chilly Melbourne winter day and I came across this lovely park on Toorak Road in South Yarra near where I am staying. It’s one of those parks that has these epic…

The post Come Take A Walk With Me Through A Melbourne Park [ Video ] appeared first on Entrepreneurs-Journey.com.

Entrepreneurs-Journey.com by Yaro Starak

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The Rainmaker Reseller Program: Come See What All the Fuss Is About

Welcome to Las Vegas sign

Content marketing works. This is no longer up for debate.

Granted, there are no shortcuts. You have to publish useful content that stands out above the noise, you have to do it consistently over the long haul, and your content strategy needs to place you into a particular kind of role relative to your audience.

When you do all of this, content marketing works and you give yourself an unfair business advantage.

But there’s one major problem with content marketing.

Guesses?

The problem with content marketing

Creating spectacular content — the kind that gets heard above the din — requires time, effort, and resources. (Just like everything else.)

Which means that if you want to get more out of your content, you have to put more time, effort, and resources into your content creation.

And if you put more time, effort, and resources into your content creation, then you take time, effort, and resources away from something else. Inevitably, that something else — most likely your primary business model — is going to suffer.

See the problem? It’s a big one for an online businessperson.

  • You want to dive in and write a new ebook for lead generation … but you also have to factor in the money and time it will take to add the functionality to your website to sell the ebook or use it for list building
  • You’re pumped to start producing that podcast your audience would love … but you can’t deal with the production details (and how the hell do you get all the meta information to iTunes, anyway?)
  • Your email newsletter is popular with a small group of subscribers … but you don’t know the first thing about designing a landing page to take it to the next level

See what I mean?

On one side is content, and on the other is technology and development — a constant battle for your time, effort, and resources.

Unless … perhaps you could find a way to lessen the time, effort, and resources necessary to manage the technology and development aspect of your content marketing.

You could really make it rain then, couldn’t you?

The next level

Now imagine this: Instead of being one person with one or a few sites, you are the person or agency that other people go to as a development resource for the tool that solves the aforementioned content marketing conundrum.

That’s a model that can truly scale … if you have the site deployment and management infrastructure in place.

Because, again, it all comes down to time, effort, and resources.

The more time, effort, and resources you have to expend on repeated tasks like migrating changes from a staging site to a live site, the less time, effort, and resources you have to provide value-add work for your current clients and, of course, acquire new clients (which means more revenue).

So there are questions you’ll need the right answers to. Questions like:

  • Is there a convenient staging environment that can be linked to a live site?
  • Is there a way to create design and configuration templates?
  • Is it possible to manage the access levels different members of your team have for different sites?

Find the tool that solves the problem with content marketing, and the reseller program that solves the infrastructure problem, and you’re two giant steps ahead of the game.

Read on. I’ve got an announcement you’ll be interested in …

What’s all the fuss about?

Unless this is your first visit to Copyblogger, you already know that Rainmaker is the solution to the content marketing quandary I laid out above.

It simplifies a content marketer’s world by allowing you to do more with WordPress with less hassle and less cost (the time, effort, and resources I mentioned above).

But it gets better.

Under wraps until now, the Rainmaker Reseller program will make its first public appearance tomorrow in Las Vegas. (Britney Spears, please move to the side stage.)

At 2:30 p.m. Pacific Time on Tuesday, after I take a select group of Copyblogger friends and curious invitees on a tour of the Rainmaker Platform, we will lift the veil on the Rainmaker Reseller program. The people in that room will get a sneak peek at the fabulous technological features, plus first dibs on the limited space available for the initial beta launch.

If the Rainmaker Platform empowers a content marketer to make it rain (and it does), then the Rainmaker Reseller program enables a web entrepreneur to create a downpour. I’m excited to explain how.

So if you’re in Las Vegas for PubCon, send a tweet to me (@JerodMorris), Jessica (@renewabelle), or Sean (@seanthinks) — or just look for us. We’ll get you an invitation to the presentation.

And did I mention that we’re giving a full year of Authority ($ 399 value) and a ticket to our 2015 Authority Rainmaker conference ($ 1,500+ value) away? If you make it into the room, you’re entered.

Hope to see you there.

If you’re not at PubCon, don’t worry. We’ll be releasing more information soon about the Rainmaker Reseller program. For now, watch this interview Brian Clark did with Carrie Dils. It will whet your appetite for what’s to come.

One more thing …

Before I go, I feel duty bound to implore you not to miss what’s coming on the blog this week.

We have a new episode of The Lede tomorrow, a killer post about creating recurring content events by Pamela Wilson on Wednesday, and an article about creating a memorable podcast by Demian Farnworth on Friday.

Oh, and on Thursday … Brian Clark will reveal who the keynote speakers will be at the 2015 Authority Rainmaker conference. You won’t want to miss this — let’s just say a dream is coming true for Brian next May.

Flickr Creative Commons Image via James Marvin Phelps.

About the author

Jerod Morris

Jerod Morris is the VP of Marketing for Copyblogger Media. Get more from him on Twitter or . Have you gotten your wristband yet?

The post The Rainmaker Reseller Program: Come See What All the Fuss Is About appeared first on Copyblogger.


Copyblogger

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5 Ways to Prove to the Client that the Traffic Will Come

Posted by james.harrison

This post is dedicated to those hard-working white-hat SEOs helping websites obtain top search engine rankings the right way. Sometimes we have to remind the client that slow and steady wins the race. However, the majority of the time the client doesn’t want to hear that, especially if they are paying for SEO services month after month.

Yes, SEO is an investment; however, showing them that they are investing in your services and skills requires a little more than just performing SEO services. Due to the search share click distribution, the client can’t really expect major increases in traffic until they reach the first page of the SERPs. Sometimes they can see instant increases in traffic via long-tailed terms after completion of thorough on-page optimization. But, for the most part we have to educate them so that they will be patient. Remember, they hired you because they are not experts in SEO, it’s important to teach them the benefits as well as the slow process of organic SEO.

Below are five things you can do to help your client rest assured that you are doing an effective job, and with time, traffic will come.

#1 – Rankings reports and keyword improvements

This is kind of a given, because traditionally all we could do is show the client that we helped them go from the 100th position to 50th position. That almost never reflects more traffic, but it does show improvement. It also shows effort, and if you get two consistent upward movements, you can show that there’s a trend in their favor.

Another keyword improvement you can show them is total keywords bringing traffic to their website in Google Analytics. If you go to Sources > Search > Organic, then scroll down to bottom right, you can see how many total keywords have brought traffic to their site in the current date range. If you change the date range to a range pre-SEO work and that number is smaller than the most recent, you can say that you are increasing their overall visibility. So, if you can show improvement in rankings and that they are getting more organic traffic via more keywords on the SERPs; you are showing them that they are making progress. For most clients, this is enough.

#2 – Working logs

Every once in a while, a client may want some updates on how the SEO is going because they aren’t seeing an increase in traffic or conversions. In other words, they want to know what you have been doing.

I recommend recording all work you’ve done for the client regardless of the complexity and time it took. Create events in Google Analytics or your SEO tool software. These are easy ways to document your work while showing correlations with traffic. Another way I’ve satisfied my clients is having something like BaseCamp or a time tracker that they can sign in to and see what has been accomplished.

Behind the scenes, we know things are going good and we know that we are doing work to get those rankings up, however the client doesn’t. Anything you can do to allow the client to check on what you’ve done for them, whenever they want, can sometimes prevent emails or phones calls questioning your efforts.

#3 – Summary reports and updates

Sometimes, emailing the client or getting on the phone with them weekly or bimonthly is all they need. When you reach out to the client before they reach out to you, you are squashing embers before the fire starts. It shows them that you are proactive and more importantly that you haven’t forgot about them. Emailing or calling them just to let them know that you’ve accomplished something or that you were thinking about them while working on their account can go a long way.

I believe this is arguably the most important thing you can do to build long term relationships with your clients. It can be something as simple as “Hey, I just wanted to let you know that we wrote up some content, emailed a few webmasters and been working on your rankings. Just an FYI, give you more details in the monthly report.” This communication can make a client’s day and maintain their trust for you and your services.

#4 – Other metrics to report

Assuming that you are doing your job, you can report other metrics to the client if rankings and traffic have not kicked in yet. Metrics such as total links contacted out of total link goals, total tweets, fans, +1s, shares, pages per site visited, site bounce rate, conversion rate, total live links, subscribers, etc. Anything that will show them that the website is doing better than when you started. However, in order to provide these types of stats, you have to create a benchmark to show how where they are now is better than where they started.

#5 – Resources vouching that SEO takes time

In the case that the client is still skeptical and the results are not yet able to prove your work, the best thing you can do is show them that even the authorities such as Search Engine Watch, Moz, Search Engine Journal, Google, etc., all confirmed that rankings don’t happen overnight. Perhaps you can do a better job educating them about the fact that it’s a campaign to catch up with the competition; that the competitors who are ranking high have performed a long list of tasks over years to get to where they are, and you are emulating them in the most efficient way possible.

So…

…there you have it, five ways to let the clients know that you are doing what needs to be done in order to obtain top rankings. Just don’t forget that the client may still need to trust that the tasks you are accomplishing actually works. So you may have to prove to them that your strategies have helped other clients, or that you are doing what the algorithm, case studies and the competition proves needs to be done.

I hope this helps my fellow white-hat SEOs performing legit services keep good relationships with their clients.

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Moz Blog

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Marketing Concept: If you build it, they will come … if you sell, they will leave

The stakes are high in content marketing when it comes to effectively building your credibility with an audience. Read on to learn more about how you can use content marketing as tactic to engage your audience not as a brand, but as a trustworthy source of useful information.
MarketingSherpa Blog

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Company Logos Come To Google Search Through “Organization Markup”

Want to have your company logo appear in Google search results similar to how authors get to have their pictures displayed? Google’s now announced support for that through “organization markup.” But it’s not quite the “publishership” that some have been…



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Facebook Advertising: Rates Go Up as Clicks Come Down

If you’re on a see-saw, you expect one side to go up while the other goes down. But when you’re paying for advertising. . . not so much. Still, that’s exactly what’s happening on Facebook says a new report from TBG Digital.

In the simplest terms, the average CPM rates on Facebook ads have risen 41% year over year. There was an initial, corresponding rise in click-throughs through Q3 of last year, but since then clicks have dropped off. In the US, the decline was 8%. France got hit the hardest with a 13% decline.

The reason for the drop? TBG blames it on the change in number of ads displayed per page. Facebook now shows up to 7 ads at a time, but statistically we know that only one will get clicked. Even I can do that math. Only 4 ads per page equals 1 in 4 chance of getting a click. 7 ads drops to 1 in 7.

Granted, those decline numbers aren’t huge, but they only represent a change over the last quarter. What’s going to happen in the next quarter? A continuation of the decline? And if clicks are dropping off, shouldn’t Facebook be charging less, not more?

Of the ads that are running, retail is picking up the biggest percentage of impressions with 23%, barely squeaking past the mysterious “Others” category. They aren’t on top when it comes to click-through-rates. That award goes to Entertainment.

News came in fifth on the chart, but they showed huge growth — 196% increase in CTR. They might be the only real winners here.

What all of this means is that the cost of doing business on Facebook has gone up.

It’s to be expected. Facebook isn’t the new kid on the block anymore. In spite of the grumbling from users, it’s become a large part of the US experience and that means it has to be a part of the US marketing experience as well.

Okay, maybe “has to” is too strong a word, but consumers do turn to Facebook for information. They use it to find deals, product specs, and feedback from customers. Any company that doesn’t have a Facebook page is considered “old fashioned” and that’s not something you want to be.

Facebook brand pages are still free. At the lowest level, it won’t cost you anything but time to put one up and keep it updated. Facebook ads, however, are something you need to think about. Some marketers swear by them, others say they’re a bust. You’ll never know how they work for your business unless you try them. But if they don’t deliver the goods, don’t hesitate to pull the plug. Facebook may be the kind of social media, but there are plenty of other marketing options on the web.



Marketing Pilgrim – Internet News and Opinion

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