AdWords Conversion Rate Improves with 6 Steps

The Google AdWords conversion rate is a critical measure in showing how efficiently a Web site promotes itself with pay-per-click campaigns.

AdWords conversion rateThe Google AdWords conversion rate is a critical measure in showing how efficiently a Web site promotes itself with pay-per-click campaigns.

Conversion rate measures the amount of business from website visitors. If a site uses AdWords to deliver 100,000 impressions in search engine results, and 2 percent of those impressions resulted in a click, the site would have 2,000 visitors from AdWords. This is the click rate, which is the first step in tracking performance in AdWords. Continue reading “AdWords Conversion Rate Improves with 6 Steps”

10 Basic SEO Tips Build Search Rankings

Basic SEO tips are handy for anyone who doesn’t have much time to spend on the subject.

Basic SEO tips
Basic SEO tips. © 2017 Scott Bateman

Basic SEO tips are handy for anyone who doesn’t have much time to spend on the subject.

Anyone looking for SEO tips about organic search will find an overwhelming number of suggestions online. Just a few guidelines are a good start for a busy business owner or small online staffs. Continue reading “10 Basic SEO Tips Build Search Rankings”

Online Brand Marketing Needs Focus, Consistency

Online brand marketing needs focus and consistency for a long time before a website reaches a key goal — a growth in return visits.

Online brand marketing needs focus and consistency for a long time before a website reaches a key goal — a growth in return visits.

Return visits grow when people start coming to the site by entering the address directly in their browser address window, entering a version of it in search engines or saving it in their bookmark list. Continue reading “Online Brand Marketing Needs Focus, Consistency”

Email Newsletter Marketing Tips Boost Loyalty

Email newsletter marketing requires building a list of thousands or even tens of thousands of email addresses. The process takes not just months, but years. The patience is usually worth it.

Email newsletter marketing tipsEmail newsletter marketing requires building a list of thousands or even tens of thousands of email addresses. The process takes not just months, but years. The patience is usually worth it.

Such a long-term focus pays off for a website with a list of loyal visitors who come to the site more often. Their visit frequency boosts page views, ad inventory and response rate.

Consider the following impact. Nudging frequency of visits from 3.0 to 3.1 per month with a site of 1 million unique visitors and average pages per visit of 6.0 will boost monthly page views by 600,000 and ad inventory by 1.8 million impressions at three ads per page. Continue reading “Email Newsletter Marketing Tips Boost Loyalty”

Use SEO for Images to Boost Results Even More

Using SEO for images is both simple and effective, although it won’t be the most important step in growing search engine optimization.

Using SEO for images is both simple and effective, although it won’t be the most important step in growing search engine optimization.

An image has three potential opportunities to use a naming convention of some kind — the image file name, the image alternative text (also known as the alt tag) and the image title.

A fourth but somewhat separate opportunity exists with the caption, which is the text description of the image that usually appears below it.

The wise way of using SEO for images is by having a set of keywords already identified for the article’s title, headline, meta description and body.

Those keywords and variations on them will be used in the four opportunities identified above.

Continue reading “Use SEO for Images to Boost Results Even More”

Web Analytic Insights Improve with Multiple Sources

Web analytic insights are as simple or complex as an site manager chooses to make it.

Web analytic insights are as simple or complex as an site manager chooses to make it — simple with a single, shallow analytics report or complex with reports from multiple sources.

An accurate view of a Web site audience often comes from more than one source.

Some marketers struggle with accurate data about their Web audiences because they use misleading software, interpret the numbers incorrectly or don’t spend enough time to understand them. Continue reading “Web Analytic Insights Improve with Multiple Sources”

SEO Risks May Lead to Poor Results and Dashed Hopes

Search engine optimization requires risk management like any other business initiative.

Managing expectations is one of the first steps in any risk management.

In the case of SEO, a typical business uses either internal staff or external vendors to implement the SEO program.

Whether the project manager is a vendor or internal staffer, it it critical that that person explain the risks to management or the business owner.

A great effort increases the probability of increasing SEO ranks. But certainly doesn’t exist.

Owners and managers should know that no vendor or staffer can guarantee results with an SEO project.

They also should keep in mind the following specific risks.

Continue reading “SEO Risks May Lead to Poor Results and Dashed Hopes”