You’re a small SMB owner – say you’re a lawyer who has just hung out your shingle or a locksmith working out of your first ever retail store or a Mom & Pop sandwich shop and you’re thinking that this online world may be the way to get you some new customers or clients. Good thought!
And you realize that there’s already other legal firms out there in your city or other locksmith shops or sandwich stores and that as the “new” kid in town, you’re going to have to compete with them. So your next thought would be you wonder how they’re “doing” in the online world. Second good thought!
And finally, you know that if you can figure out what “already in the market” competitors are doing, you can copy that strategy to get a foothold at least in the local search world. Great final thought…but…how can you find out who else is “on the field” that you’d be ccmpeting against?
Not new news, but the recent signing of a deal tween Google & Twitter – whereby Google would get access to the Twitterverse via tapping into their stream of tweets has some real opportunites, we think in the SEO world.
Note I said “think” as we’re testing it like we know other SEO firms are too and that the results will be posted here on what we find – but in the meantime, you should know that the deal has been signed and the Twitter “hose” of tweets is now capable of being indexed by Google. Announced about 7 weeks ago, we’ve been testing it on a couple of our sites to see if Tweets made can be ranked on Google web result pages and how that might work…and more importantly, how that can be made as efficient as possible for our whole client roster.
Okay so you’ve been working with your SEO firm to get your search engine rankings up as high as you both can over the past year, let’s say. You had faith that this firm could do the job – you contracted with them and now it’s time to think on renewals.
And to make that decision, you’ll need to compare and think on many factors that should have changed over that past program year.
First, let’s talk about keyword rankings. Say you’re a small law firm and you specialize in personal injury type law….so you and your SEO firm worked hard to come up with the best keywords via their research into what would work best for you in your local market to get ranked above all the other local law firms doing the same kind of practice.
You know the type of prospective clients who come to you know little about your area of expertise. You know that they expect champagne results on a beer budget. You know that they want it yesterday. And lastly you know after years in your channel, that they think they know best.
IF what I’ve just described to you is what you face in your SMB operation, whether you sell products or services, then you know that over here in the SEO world, we get the exact same type of clients too. They “know” SEO cause they google searched it and read a couple of posts on the first page. They don’t have the budgets to spend but then why should they as SEO is pretty easy, right? And they yes, want it yesterday…or to be fair, they want it tomorrow.
If you think that your call-to-action is the only way to get a prospective buyer of your products or services to actually click on that button then there’s this thinking that offers up some similar “pushes” towards that conversion (reprint here from our book “Online Marketing Success.”)
Okay this isn’t breaking news as it goes back a week or three, but Google has confirmed that yes – the “how we rank” your site quality has changed and that for openers is a confirmation about how many of us SEO practitioners saw the whole thing unfold.
Beginning just after the first week of May our own SEO client roster did have some volatility – some rankings went up and some down, which was worrisome as what that meant to us was something had changed in the algo. And did it ever for many many SMBs out there if one heard the overall squawk by SMB owners and other SEO practitioners too!
Okay, so you know your site needs SEO – it’s the only way to organically send you the much needed traffic to generte enough leads and potential customers that you know of (us too!) and while yes, PPC works today – it costs $$$ that as yet you just don’t have.
If you’ve ever “been there” then you know that the learning curve to try to come up with an SEO plan is a huge one…one that in all honesty takes years to develop and put into practice never forgetting too that what works today may not tomorrow.
Some of you know – perhaps more than I’d imagine, that I am a writer. I have been one since 1977 when I had my first short story published in “The Highway Bookshop Press” a small 36 pages newsletter way up north in Cobalt, Ontario. Made me smile. Saw my name in print. Made me not a single penny, but that didn’t matter…I was PUBLISHED!!!
Move ahead almost 40 years and I’m still a writer and yes you can buy my works over on Amazon but this column is not about the fact that I’m a writer – it’s about the fact that reccently major writing unions and groups have done studies that show that – yes, writers are losing income. And that’s a scary thing to me as a writer – and conversly, it should also be scarier to you the consumer of what writers write.
Many of you may know that I’m new to self-publishing, having had other non-fiction books published in the traditional mode before. But the foray into self-publishing is a process that I took up just last fall and my first book “Online Marketing Success!” is selling and the reviews are coming in!
So I thought today that I’d post a review and will post others too on other days but I wanted to help any SMB who is looking to enable their own website success with the tools to do just that.
That said, some new things we’re watching over in GoogleLand…the changes to their main algo are interesting as we track for our clients; those new “buy” buttons too are interesting…as is their method of ranking for “quality updates” too….we’re watching and testing too…
So today I thought I’d start and end with a great site that I know well – www.socialmediaexaminer.com – and it’s wide wide content on yes, Social Media.
But if you’ve ever been an entrepreneur, a person who has had their own business whether it be owning a restaurant or a SaaS company or even a food truck…the fact is, our most important asset is NOT the bricks or mortar or even our employees….in my world it’s your customers.
They “give” you every bit of the success you deserve and for that to make sense, you’d perhaps need to understand what CX is – and what it means to the SMB owner too!
But again last night, our Innovation Factory presented the 2015 Mark Chamberlain BigDifIZEN of the Year award to Jay Rosenblatt! Kudos Jay….an honor well worth acknowledging!
As you can see the pix below, it was again a big nite for the whole Startup community and the cities “movers & shakers” were mostly all there…and it was a great evening gala!
For example, a successful call to action can motivate a customer to click on a link at the end of a blog post, reply to an e-mail, or “like” your post on Facebook. After your readers have finished reading your content, a call to action provides web visitors with the next step, leading them one step closer to converting from a visitor to a customer. Whether it’s completing a sale or downloading an article, a strong call to action is an important part of any marketing strategy – perhaps it’s said the MOST important part of any strategy!
Okay, been one of those weeks again, what with checking all the client sites for their “mobile-friendly” tag and whatnot…but at least it’s now Friday – so it’s time for a couple of great infographics, eh!
That’s not to say the week is over, mind you….we like all SEO firms continue to test and test again and yes then one needs to compare the test results to see if A beat B for this Call-To-Action or if adding an “s” to pluralize that keyword made a difference or what client competitors are up to in all types and kinds of channels…sigh…working on Canadian SEO is a long long struggle…but yeah, we love what we do!
Once again I find it an opportune time to revisit my own take – supported I would add by just about all of the top SEO experts, on Keyword Research – what works and what doesn’t! This excerpt is taken from my new eBook – “Online Marketing Success” that one can find here on amazon.com or amazon.ca!
First, you will need to attempt to define your Keyword phrases for your products or services; discover your competitor’s usage of their own keywords; develop a completely new set of keyword candidates for your own use and then re subscribe to the top 10 search engines.
A short post today to end the week…that was full of “is this client site mobile-friendly or not” testing over and over and over…all, except for one of which they were! That one is being modified to a responsive design as I type and should be ready to go by early next week!
But today, I’m off to the Ontario Writers Conference 2015 over in the Whitby area and can’t wait till tomorrows workshops and master classes….tonite tho, there is a great Festival of Authors party and yup, I’m going and yup, there’ll be some wine and great conversations on writing….and all that this entails.
See you all next Monday….