Search engine optimization (SEO) is a complex strategy, and one where there’s rarely a single “right” answer to any question. Your rankings are a the result of hundreds, if not thousands of interacting factors, and Google doesn’t disclose exactly how their algorithm works (though we have some good guesses based on its algorithm update history).
Measuring the results of your SEO campaign can also be challenging, especially for newcomers to the online marketing field. How are you supposed to determine whether your SEO campaign is actually working? And what do you do if it isn’t?
Before we get into how to tell if an SEO campaign is working, it’s important to define what “working” means for you. SEO serves many purposes for your organization; ranking higher can increase your brand visibility and your incoming traffic. But are you more worried about the sheer number of visitors you’re getting, or which pages are ranked number one? Is it better for your company to have 100 visitors with a 5 percent conversion rate or 200 visitors with a 2.5 percent conversion rate? There aren’t objective right answers to these questions—only what’s right for your brand.
You should also consider the peripheral effects that SEO can have. For example, most companies that pursue SEO invest heavily in their onsite content strategy, which can improve their brand reputation and help secure more conversions. How do these peripheral benefits factor into your judgement of your SEO strategy’s success? We’ll get into the most important key performance indicators (KPIs) in the next couple of sections, but before that, take some time to clarify what your SEO goals truly are.
Let’s say you’ve been working on an SEO campaign for a few weeks now, and you’re interested to see if your efforts are making a difference. You’ve been producing onsite content, you’ve got your website’s technical SEO factors in order, and you’ve been building backlinks just as all the experts suggested.
There are a handful of key performance indicators (KPIs) that stand out as hallmarks of an effective SEO campaign overall:
1. Rankings. This is the most obvious factor, and the one most SEO newcomers gravitate toward, but it isn’t the be-all end-all measure of success for your campaign. “Rankings” are how the various pages of your site rank for your target keywords and phrases; typically, you’ll keep a list of all the words and phrases you’re actively targeting, and will use a tool like SEMRush to determine where you’re ranking (and where your competitors are ranking). Obviously, upward trajectory here is a good sign; if you’re ranking higher for all your targets, month after month, it means you’re making forward progress, and your tactics are making an impact.
However, these expectations should be tempered; some keywords are incredibly easy to rank for, allowing you to skyrocket to the number one position, without giving you much traffic or being especially relevant to your brand. The reverse is also true; you may spend a ton of effort increasing your rank only slightly for a highly competitive keyword, seeing only marginal bottom-line benefits from your efforts.
2. Organic traffic. Rankings are perhaps best held in consideration in the context of organic traffic, or the number of people who visit your site after discovering it in search engines. In some ways, this is the truer indicator of SEO success; regardless of how many keyword terms you’re ranking for, or how high in the rankings you climb, this number could be high or low depending on factors like click-through rates (CTRs), search volume, and your competition. You can find your organic traffic figures in Google Analytics, and tinker with the settings to see your traffic both for your entire domain and for individual pages of your site.
3. Domain and page authority. Google measures the trustworthiness of your site and its individual pages based on the quantity and quality of links pointing to them, eventually resulting in an “authority” score. The higher your domain authority, the easier it will be for all the pages of your site to rank. The higher your individual page’s authority, the more likely that page is to rank. Accordingly, you could use domain authority as an indicator of your campaign progress; a domain authority that’s growing is a sign you’re doing things right and a foundation on which you can create pages that rank more easily. There are a few ways to discover your domain and page-level authority, including through Moz’s Link Explorer.
There are a few other SEO-related metrics that warrant your attention, though they aren’t as direct an indicator of your progress as the aforementioned KPIs.
1. Referral traffic. Also discoverable in Google Analytics, if you’re big into link building, you’ll want to look at referral traffic. Referral traffic is a measure of how many people are visiting your pages from the links you’ve built. This metric doesn’t affect your search engine rankings, nor is it a byproduct of them, but it is a byproduct of one of the most important elements of your SEO strategy: your backlinks. Rising referral traffic is an indication that you’re getting published in bigger and more important publishers, and that you’re earning more authority for your work. Referral traffic is also a secondary way SEO provides value to your brand, since these visitors are as likely to convert as your organic traffic.
2. Click-through rates (CTRs). What happens if you’re ranking at number one for your most heavily favored keyword phrase, yet nobody’s visiting your site? This scenario is unlikely, but you might be getting less traffic from your rankings than you expect if your click-through rates (CTRs) are low. CTRs have a complex relationship with SEO, affecting it and being affected by it, but you can definitely improve your CTRs (and therefore improve the value of each search ranking) by tweaking your title tags and meta descriptions to better appeal to your target audience.
3. Onsite behavior and conversion rates. Even with tons of organic traffic, the value of your SEO strategy still depends on your ability to convert that traffic. Spend time studying how your incoming organic visitors behave on your site. Do they spend minutes on your best content pages, reading it and engaging with it? Or do they bounce almost immediately? Better onsite behavioral metrics, like lower bounce rates, may have a marginal effect on your search rankings, but more importantly, they impact the net value of each incoming visitor. If you neglect these factors, even thousands of organic visitors may not be enough to make your search optimization efforts “worth it.”
4. Overall return on investment (ROI). Adding to that, for most businesses, the true measure of an SEO campaign’s success is your return on investment, or ROI. That’s because all the nice-looking numbers in the world (like high rankings and organic traffic) won’t mean much if you’re spending more money than you’re seeing from your core tactics. If you’re earning more in new sales than you’re spending on all your tactics, and that gap keeps positively widening, you’ll be in a good place. Use your conversion rates in combination with your organic and referral traffic to estimate how much value you’re getting, and compare that to your expenses. Expenses are easy to calculate if you’re outsourcing your work to an agency, but you may have to get creative if you’re working with an internal team.
There’s one important caveat to all these considerations. Up until now, we’ve been covering key metrics and indicators that your SEO campaign is working; if they’re showing signs of growth, it means your efforts are worthwhile. However, SEO is a campaign that necessarily takes time, which means you may not see positive results in these areas in the first few months even if you’re doing all the right things. In fact, the majority of campaigns only start seeing the fruits of their labor after 3 to 6 months. Building authority and developing onsite content often takes months, and you’ll have to wait for Google’s index to fully catch up to you as well.
More importantly, the rewards of an SEO strategy in its developed stages are much richer than the rewards in its developing stages; at a higher level of authority, all your links and pages will generate more traffic, and you’ll get more value for even trivial efforts, like writing a new offsite post (assuming you’re doing everything correctly). If you’re not growing quickly, do analyze and critique your own efforts, but don’t panic; if you bail out of your campaign too early, you’ll miss out on the best benefits.
Don’t be discouraged if you find that your SEO campaign isn’t working, or isn’t working the way you thought it would; in fact, this is to be expected. SEO is both an art and a science; the most successful practitioners aren’t able to launch a perfect campaign from day one, but instead are the ones able to recognize flaws and make corrections where necessary.
Diagnose your campaign early and consistently, at least once a month, and make adjustments so you’re always moving in the right direction.
Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. When he's not consulting, glued to a headset, he's working on one of his many business projects. Follow him on Twitter and LinkedIn.
(MARKETING) Quality marketers are constantly evolving, but getting your head around artificial intelligence can be a challenge – let’s boil it down to the most relevant skills you’ll need.
When Facebook and Twitter were born, a new era of social media was ushered in, opening the gates for new areas of expertise that hadn’t existed before. At first, we all grappled to establish the culture together, but fast forward a decade and it is literally a science with thousands of supporting technology companies.
So as Artificial Intelligence (AI) takes over marketing, doesn’t that mean it will replace marketers? If you can ask your smart speaker in your office what your engagement growth increase was for your Facebook Page, and ask for recommendations of growth, how do marketing professionals survive?
Marketers will survive the same way they did as social media was introduced – the practice will evolve and new niches will be born.
There are 7 skills marketers will need to adapt in order to evolve. None of these are done overnight, but quality professionals are constantly grooming their skills, so this won’t be stressful to the successful among us. And the truth is that it won’t be in our lifetime that AI can quite process the exact same way a human brain does, even with the advent of quantum computing, so let’s focus on AI’s weaknesses and where marketers can perform where artificial intelligence cannot.
In the 70s, the infamous Ted Bundy murders yielded the first case that utilized computing. The lead investigator had heard about computers and asked a specialist to dig through all of their data points to find similarities – a task that was taking months for the investigative team. After inputting the data, within minutes, they had narrowed their list of suspects from several hundred to only 10.
We’re not dealing with murderers here in the marketing world (…right, guys?), but the theory that algorithms can speed up our existing jobs is a golden lesson. As more AI tools are added to the marketplace to enhance your job, experiment with them! Get to know them! And continue to seek them out to empower you.
Atomic Reach studies your content and finds ways to enhance what you’re delivering. CaliberMind augments B2B sales, Stackla hunts down user-generated content that matches your brand efforts, Nudge analyzes deal risk and measures user account health, and Market Brew digs up tons of data for your SEO strategy.
See? Independently, these all sound like amazing tools, but call them “AI tools” and people lose their minds. Please.
Your job as a marketer is to do what AI cannot. Together, you can automate, do segmentation and automation, beef up your analytics, but no machine can replicate your innate interest in your customers, your compassion, and your ability to understand human emotions and predict outcomes effectively (because you have a lot more practice at being a human than the lil’ robots do).
As noted, you have emotions and processes that are extremely complex and cannot be understood by artificial intelligence yet. Use those.
How? Compile all of the data that AI offers and then strategize. Duh. AI can offer recommendations, but it cannot (yet) suggest an entire brand strategy. That’s where you come in.
And more importantly, it cannot explain or defend any such strategy. One of the core problems with AI is that if you ask Alexa a question, you cannot ask how it came up with that information or why. This trust problem is the primary reason marketers are in no danger of being replaced by technology.
AI tools are young and evolving, so right now is the time to start obsessing over data. What I mean by that is not to use every single AI tool to compile mountains of useless data, but to start studying the data you already have.
The problem with new tools is that marketers are naturally inquisitive, so we try them out and then forget they exist if they didn’t immediately prove to be a golden egg.
Knowing your current marketing data inside and out will help you to learn alongside AI. If you aren’t intimately familiar, you won’t know if the recommendations made through AI are useful, and you could end up going down the wrong path because something shiny told you to.
Obsess over data not by knowing every single customers’ names, but be ready to identify which data sets are relevant for the results you’re seeking. A data scientist friend of mine recently pointed out that if you flip a coin five times and it happens to land on tails every time, AI would analyze that data and predict with 100% certainty that the sixth flip will be tails, but you and I have life experience and know better.
Staying on top of your data, even when you’re utilizing artificial intelligence tools will keep you the most valuable asset, not the robots. #winning
One of the appeals of marketing is that math is hard and you don’t need it in a creative field. But if you want to stay ahead of the robots, you’ll have to focus on your math skills.
You don’t have to go back to school for data science, but if you can’t read the basic reports that these endless AI tools can create, you’re already behind. At least spend a few hours this month on some “Intro to Data Science” courses on Udemy or Coursera.
We’ve all said for years that content is king and that feeding the search engines was a top way to reach consumers. You’ve already refined your skills in creating appealing content, and you already know that it costs less than many traditional lead generating efforts and spending on content is way up.
Content can be blogging, video, audio, or social media posts. Artificial intelligence will step in to skyrocket those efforts, if only you accept that content was once king, but is now God. What is changing is how customized content can be. For example, some companies are using AI tools to create dozens of different Facebook ads for different demographics, which would have taken weeks of human effort to do in the past.
Because content is what feeds all of these new smart devices, feeding your brand content effectively and utilizing AI tools to augment your efforts will keep you more relevant than ever.
Consumers now understand what website cookies are, and know when they’ve opted in (or opted out) of an email newsletter, but to this point, humans have made the decisions of how these data choices are made. Our teams have continually edited Terms of Service (ToS), all done not just with liability in mind, but to offer consumers the protections that they want and have come to expect.
But AI today doesn’t have morals, and consumer comfort is not a factor unless humans program that into said AI devices. But it still isn’t a creature of ethics like humans are. Ethical challenges going forward will be something to stay ahead of as you tap into the AI world. Making sure that you know the ToS of any tool you’re using to mine data is critical so that you don’t put the company in a bad position by violating basic human trust.
You’re smart, so you already knew that the robots aren’t taking your job, rather augmenting it, but adding AI into your marketing mix to stay ahead comes with risk and a learning curve. But seeing artificial intelligence for what it really is – a tool – will keep your focus on the big picture and save your job.
(MARKETING) Instagram stories are widely used, so why shouldn’t marketers get in on the Insta-story action?
Instagram Stories long ago surpassed Snapchat at it’s photo-sharing joy, and has found to be a great place to build brand awareness and build your customer base.
Here are a few ways that you can use stories to get people excited about your brand, products, and service.
Showcase the creation of a product or service, or share something (legal and fun) that your team is working on. These behind the scenes productions humanize your brand and can really get people excited about it. Check out what Union Fare does!
Are you doing a Facebook Live or WebEx demonstration? Use Instagram Stories to tease and generate some excitement or pull attendees from one social media platform to the other.
Whether it’s demonstrating an application, showing off a recipe, or showcasing an outfit, you can use stories to show what the end result of a product is and help them generate ideas on how to use that stuff! Because Instagram Live can be done spontaneously, you can show authentic, non-scripted demonstrations easily.
When you support a brand, you get excited that you are a part of their wins. Share relevant milestones (subscriber counts, new products, new revenue, new contracts, new products, etc.) with your base. This helps build connection with your base.
You can use stories to facilitate ways to get people excited about upcoming giveaways or new launches. Unlike static marketing, the use of countdowns can really get people emotionally excited and build anticipation for new products or services. You could also use stories to give special sales or unique giveaways that give a more “exclusive” feeling.
If you are working with a promoter or influencer, you can have them generate content to send them over to you to use their voice to target your audience. The influencer can send you pictures and videos that you upload yourself, rather than handing over your account username or password (like with Snapchat). This is a great way to work with someone who already has a following that can help you expand your service or product reach.
Odds are, especially for smaller businesses and new entrepreneurs, you don’t have a lot of time to invest in production value for other advertising. Instagram Stories with the use of stickers, paintbrush, and text can be a great place for raw, but still polished content that has a one of a kind feel. Familiarize yourself with the tools, and don’t be afraid to get artsy.
Instagram is constantly adding new features, so make sure you stay tuned for updates and play around with those features often. For example – Instagram stories can rewind or being hashtagged. Or use the eraser brush to do slow teases or product reveals.
Given that users can now bookmark content as well, you can create demonstrations or examples and give your audience a quick reference to your content. Get learning, check out stories, and start building those unique, intimate, and creative engagements with your consumers.
(BUSINESS NEWS) These 10 top brands underwent a major rebrand to become the household names you know today.
For a struggling company, sometimes a redesigned logo or the introduction of a new product does the trick. Other times, an entire new brand identity may be the best bet. Of course, it’s important to work to make sure you’ve found the right name for your brand before putting time and resources into making your brand take off and rebranding can be scare.
But if the following list shows us anything, it’s that even some of the biggest players out there realized their name was a roadblock on their path to success.
You’ll be hard-pressed to find anyone who isn’t familiar with the Google name and iconic multicolored logo, but for almost a year the search engine was called BackRub. When founders Larry Page and Sergey Brin needed to expand beyond their original Stanford University servers, the chose to swap out the name too. You may know that the name was inspired by the number “googol,” but it was actually a spelling mistake when registering the domain, not a creative choice, that led to its current name.
The LG name has a long history beginning with the merge of two South Korean companies, Lucky and GoldStar in 1958. The two companies produced hygiene products and consumer electronics, respectively, and operated as Lucky-Goldstar for over thirty years. In order to better compete in the Western market, the company name was shortened to LG, leading to the “Life’s Good” tagline and clever smiling face logo.
For a short five years, the popular soda went by the less catchy name Brad’s Drink. The original name came from inventor Caleb Bradham’s last name, and the current name comes from “pepsin,” the enzyme that helps digest proteins in food. The switch was definitely a good move, but Pepsi sounds a lot cooler when you don’t know where the name comes from.
In 1983, Sound of Music was a humble chain of seven electronics stores specializing in high fidelity stereos. Today, there are over 1,000 locations nationwide, and stereos are just one of a long list of electronics for sale. As the company grew and their merchandise offered expanded, the switch to Best Buy was a great, necessary transition.
In one of their first ad campaigns after adopting the new name after the Greek goddess of victory, Nike stated “There is no finish line.” In a direct response to their old name, Nike suggested their bright future ahead and prospective goals. Today, the name and swoosh logo are one of the most recognizable brand identities around the world.
In 1965, Subway founder Fred DeLuca borrowed $1,000 from his friend Peter Buck. To show his gratitude, DeLuca named his first sandwich shop after Peter. The pair went on to run the shop together, but changed the name after finding little success under the original moniker. Now, Subway is the the largest restaurant operator in the world, with 44,852 restaurants in 112 countries.
This name change came from outside forces, when founder Pierre Omidyar realized media coverage of his auction site frequently referred to it as eBay, the name of his umbrella company. The original eBay Internet housed four sites: AuctionWeb, a travel site, a personal shipper site, and a site about the Ebola virus. Only the first had much success. As a result, Omidyar officially changed the name to the one people already were starting to call it.
The free, open-source browser went through a series of subtle name changes before finally hitting the jackpot with Firefox. When it first appeared for public testing in September 2002, the name was Phoenix, but less than half a year later a trademark dispute began with BIOS manufacturer Phoenix Technologies. The name was then tweaked slightly to Firebird, another name for the mythical phoenix. More naming disputes took place over the next year, and in February 2004, the name Firefox was finally chosen.
Another search engine that started at Stanford, co-founders Jerry Yang and David Filo were still PhD students when they started what we now know as Yahoo. The root of the original name is obvious, while the current one stands for “Yet Another Hierarchical Officious Oracle.”
Research In Motion was already a success when the name was switched to Blackberry in 2013. Although the first first device to carry the BlackBerry name was the BlackBerry 850, an email pager introduced in 1999, the company didn’t officially the name of its best-known product until 2013 as part of a larger comeback plan. Unfortunately, this case shows that sometimes more than a new name is needed to bring a struggling company back to action.
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