Your ecommerce SEO ROI can be a tricky thing, and if you’re new to the ecomm game, there is a ton of essential information from the experts that you need to keep close, so you don’t get sidetracked by false promises and mediocre results.
If you’re a seasoned ecommerce website owner and you’re looking to grow your ecommerce ROI, stick around because we have a thing or two that can prove invaluable for your SEO efforts and your online store in general.
In this article, we will talk about SEO ROI in ecommerce, when is the best time to perform SEO for your store, why you shouldn’t always focus on web organic search traffic, the on-page optimization essentials you must not miss, how to develop a landing page that achieves maximum ROI, and how long it will take before you can harvest the fruits of your SEO labor.
So, let’s get started.
What is Ecommerce SEO ROI?
Ecommerce SEO ROI is basically the measurement of your search engine optimization return on investment as you use the data from Google Analytics and other relevant tools.
Yes, there is a formula that will help you calculate ROI for ecommerce; it is:
(Profit - Investment) / Investment x 100
Let’s say, for example, that you had a whopping $50,000 profit from your SEO investment of $10,000. The computation of your ROI from SEO would be the following:
($50,000 - $10,000) / $10,000 x 100 = 400%
That would be terrific, right?
But how much is the typical SEO pricing should I decide to invest in search engine optimization? I’m glad you asked.
You see, SEO is such an exhaustive task, and it branches out to several other areas, such as on-page SEO, off-page SEO, technical SEO, and local SEO (if you also have a physical store other than your ecommerce store).
So, depending on the amount of work that you want done to get your website ranking on top of your competitors on the search engine result pages (SERPs)…
…so that you will get more clicks and organic traffic to your site, more sales, and basically make even more money while you sleep, the package price for SEO services varies from less than $500 to $10,000 per month.
When is the Best Time to SEO Your Ecommerce Website
I understand that most people only think of putting up an ecommerce store because they have good stuff to sell, which will help them make money online. That said, not many website owners think about digital marketing strategies, such as search engine optimization.
So, more often than not, business owners only realize the importance of SEO when they can’t see their website ranking anywhere near the first page of Google, especially for the search terms that are highly valuable in their niche. There is no shame in this, though. After all, you’re a business owner and not a digital marketer (unless you’re both, so good on you).
The truth is, the best time to do SEO on your ecommerce store, or the right time to consult an expert is before you launch your site. This way, your SEO team can audit your website and determine if you have everything set up properly, such as the following:
A good site architecture
Detailed structured data
Complete on-page checklist
Fast load time
Great mobile responsiveness
Optimized product images
An overall positive user experience
And heaps of other things to make sure that your online store is ready to be crawled by the search engines “spiders” and to be visited by your potential buyers.
However, if you have launched your online store already without the watchful eyes of a seasoned SEO team, don’t fret. Search engine optimization in itself is a continuous process, mainly because search engines, such as Google, keep on changing the rules of the game, a.k.a their algorithms, so that website owners also keep expanding and improving their site.
Always Remember: Your Ecommerce SEO Should Not Be All About Organic Traffic But Also ROI
Landing on Google’s rank zero or acquiring its most coveted featured snippet is not the real measurement of your SEO for ecommerce success.
That said, getting more traffic to your site does not guarantee more sales or an increase in your conversion rate. I know it’s a bit daunting (not to mention also a bit disappointing), but it’s one way to get you ranking on top of the SERPs, it’s another way to get people to click on your online store, and it’s also a different story to convince your visitors to make a purchase.
Although these are directly and indirectly influenced by your SEO efforts, you have to remember that there could be a lot going on when a visitor navigates your site. After all, when you walk into a department store, you don’t always buy something from the store, right?
The same logic applies to your online store—your visitors do not always turn into customers. This is because not all visitors are your ideal consumers. Just like how some physical business locations attract window shoppers, some search terms that you target on your web page content also attract online window shoppers.
So, it’s best to not only focus on organic search traffic but also on your conversion optimization. Conversion Rate Optimization (CRO) and SEO work hand in hand to bring you the best results for your business, especially when it comes to your ROI in digital marketing.
Now, one of the most effective ways to maximize your ROI in SEO is to find new profitable keywords to target—search terms that have high SEO value in terms of specificity in your niche, usage by your quality target audience, and less overall competition.
Then, follow these on-page optimization techniques to improve your revenue even better:
Turn your informational web pages, such as your “About Us” page, into a page that can both inform your audience and sell your stuff. A great example is adding a call-to-action (CTA) order form to these informational pages so that your customers can request for contact after they learn more about your brand.
Split test two or more different website designs—your website design can massively impact your ROI for ecommerce. The funny thing is “ugly” websites often make more sales than stylish online stores. So, it’s best to split test several web designs and choose the one that brings in more revenue. Visual Website Optimizer is such a useful tool for A/B testing.
Focus on getting more traffic from your existing search impressions. Most often, you can do this by tweaking your web page title—most Google AdWords experts admit that your page’s title in the search results can hugely influence the number of clicks you get from the SERPs. For example, adding power words, such as “FREE,” “50% off,” and “DISCOUNT” can help you boost your click-through rate (CTR).
Always remember that genuine ROI on SEO is more than just getting as much organic traffic as possible—it’s how you convert the traffic and how much revenue you get that really matters.
Note these 8 On-Page SEO Essentials for Achieving Maximum ROI for Ecommerce
On-page optimization is one of the easiest tasks you can achieve among all other search engine optimization efforts. Also, your conversions and sales happen on your web page. So, it’s only fitting that you ensure each page on your ecommerce store is highly-optimized.
Here are the eight on-page essentials that you must not miss in order to drive the ROI of SEO to your online store:
Optimized Page Titles
These should be descriptive, keyword-focused, and promise value to your target audience.
Click-Worthy Meta Descriptions
Encourage your target audience to click on your result in the SERPs by adding action words like “enter,” “learn more,” or “click here” in your meta description.
The Right Keyword Density
Gone are the days of keyword stuffing. In fact, you may get poor optimization results if you include target or primary keywords excessively. A free tool that can help you check your keywords density is Word Counter.
Usage of Relevant or Complementary Keywords
To avoid keywords stuffing, using relevant or complementary keywords is a huge help to convey your message to your target audience naturally while still getting Google’s attention to index your page and rank you.
So, when you do keyword research, list the search terms that are related to your primary target keyword.
Enough Number of Words
Your web page’s content should have at least 800 words so that Google and other search engines will know that you have something of value to offer. If you are trying to rank for such a highly-competitive keyword, aim to write over 2,000 words.
Images, Videos, and Other Visual Assets
Written texts are not the only element that turns your visitors into buyers. You need to include enticing product images, demo videos, and other engaging visual assets, too, such as infographics.
Tags and Categories
Post tags, image alternative texts/tags, and categories are descriptive words about your page’s content—these are several other areas in your page that you can optimize for keyword-driven terms.
Linking to a different yet relevant page on your ecommerce site can boost your SEO in the process.
For example, you are selling different kinds of mattresses; you have a general category or landing page for beds, but you also have other pages dedicated to hard, medium, and soft cushions. It’s important to link them to each other so that your customer will know that you have far greater options, thereby boosting your chances of selling more.
Develop an SEO-Friendly Landing Page to Help You Generate Higher ROI
Since all of your sales and conversion happen on-page, it’s only fitting that we also talk about how you can develop a highly-optimized landing page to generate higher ROI for your online store.
Follow this list of on-page SEO strategy so that you can gain as much revenue as possible:
Create Dropdown Content
So, if you do not want to bore, or worse, scare your customers away from your landing page due to the dull or daunting blocks of text, take advantage of the dropdown content design.
Include Recurring Calls-To-Action
Adding recurring calls-to-action on your text-studded landing page paves a way to an easy conversion or sale. This is ultra-useful if your page is trying to rank for a competitive keyword, and you need to include around 3,000+ words to help it rank, but it might bore your customer away. So, employing recurring CTA buttons can save the day.
Utilize Google Adwords’ Quality Score Tool
Google Adwords’ Quality Score tool will determine how useful your landing page’s content is, and maintaining a useful, high-quality content is an SEO strategy that you should bank on to boost your organic search traffic as well as return on investment.
Enter your target keywords into the tool, and if you scored at least 8 over 10, that means you have a good landing page. However, if you score below 7, consider making substantial changes to your content.
How Long Does it Take Before You See Your SEO ROI?
The short answer is within six (6) months to several years.
Unlike display advertising and pay-per-click promotions that reach large target markets speedily depending on how much you are willing to pay, search engine optimization can offer a far greater ROI despite its longer wait time when it comes to seeing your return on investment.
That’s why marketing experts say that SEO is more like a marathon than a sprint.
So, don’t panic if you see little to no progress within the first 6 months. You can rest assured that your money will not go to waste.
In fact, there are three (3) common stages of SEO success, and each stage typically has its own time frame when it comes to ROI:
Long-Tail Keywords Ranking
Long-tail keywords are search terms that have three or more words in it—these keywords typically don’t have high search volume, but they are easier to target and rank for. You may see significant progress within six months.
Major Search Keywords Ranking
Major search keywords are usually one to two industry terms that have hundreds of thousands of search volumes in a month. Reaching the first page of the SERPs can be extra challenging, and ranking on the second page, at least, may take within six months to two years.
High-Value Keywords Ranking
High-value keywords are search keywords that don’t only bring in tons of visitors but also people who are ready to buy from your ecommerce store. If you target high-value keywords, you will need to invest in a highly capable SEO agency and practice lots of patience because it can take years to rank on these search terms.
Having a well-rounded SEO strategy is vital to achieving not only ideal organic search traffic but also a desirable ROI for your ecommerce store. And if you have started your online store without the guidance of an optimization expert, don’t fret because there is always a way to catch up and rank better on the SERPs.
And always remember that your optimization efforts should not only focus on ranking well and getting organic search traffic but also gaining massive ROI for your ecommerce site.
Follow the actionable on-page optimization steps outlined in this article and wait for your well-deserved ROI. It may take months and even years, but it’s all worth it.
Lastly, don’t hesitate to get in touch with digital marketing experts to do the nitty-gritty work for you.
Surely, you learned by now that putting your products online is not enough to increase ecommerce sales. Otherwise, you wouldn’t be interested in reading this article, right?
Let’s face it: increasing ecommerce sales nowadays can be a pretty challenging feat in this digitally-competitive world, especially since the CoViD 19 pandemic sort of swept the whole world off its feet, and now, people are flocking online to buy stuff.
“Welcome to the era of contactless, safer, and easier shopping.” e commerce marketing experts often say.
Now, with tons of people capable of setting up a website and selling the same products that you sell, not to mention several online marketplaces that somehow compete with your site, you need to take the steps necessary to not just stay afloat in the sea of ecommerce competitors, but also thrive and build a bigger, stronger, and faster ship.
In essence, an e-commerce website that doesn’t just sell items online, but also ranks better in the search engine results pages (SERPs) and converts faster as you build your empire.
So, today, let’s talk about a few powerful ways to increase your ecomm sales, and ultimately improve your ecommerce sales strategy.
Let’s get started.
Here are the Top 10 Ways to Boost Ecommerce Sales in 2020:
The following list details how to increase ecommerce sales in 10 powerful and actionable ways.
Feel free to bookmark this page, so you can read on later if you’re quite busy right now, or just save it so that you can come back here whenever you need some useful info about increasing your online sales or if you want to improve your approach to marketing in e commerce generally.
1. Bank more on your brand awareness.
As you may already know, your brand can impact buyer trust, repeat buyers, and even search engine optimization (SEO), and these factors thereby impact your ecommerce sales.
So, the more people are aware of your brand and put trust in it, the higher your online sales will grow. Hey, I know that is cliche, but it’s too crucial not to take it into account, right?
So, to increase your brand awareness, make sure that you focus on quality:
Ensure that you sell high-quality products.
Publish ultra-relevant and useful pieces of content on your website.
Make sure your team delivers top-notch customer service.
Be everywhere by partnering with other industry businesses.
Ensure that all of your web pages are improved by ecommerce SEO(more on this later).
Consider paid ads and be active on social networking sites (more on these later, too).
2. Know your customers better & develop buyer personas.
Creating and targeting specific buyer personas can mean the failure or success of your ecommerce marketing strategy, which massively impacts your ecommerce sales.
In fact, if you do not have detailed buyer personas, you won’t get to where you wanna go in terms of increasing your online sales.
So, to develop or improve your buster personas, get to know your customers better by doing customer research:
Communicate with your customers more by mining your company and item reviews.
If possible, do a few user tests on new products with free shipping to jumpstart orders and increase sales.
Follow up with your customers at every stage of their buying journey (don’t just send them a request-to-leave-a-review email).
Run polls on your ecommerce store or your social business pages.
Think from their POVs when it comes to pain points, purchase friction, and where they hang out online.
Do they like customer service on live chat or phone calls?
Talk to your customers about your products, understand them so that you can provide more products that they will love, create compelling ads, and produce content that will pique their interests.
3. Rank well on search engines and improve user experience with ecommerce SEO
SEO for e-commerce is one of the vital steps that you need to take to ensure that your products and your ecommerce site, in general, get the visibility they deserve, especially when it comes to ranking on top of the SERPs on Google and Bing.
Search engine optimization can help you not only rank on top of your competitors but also improve the experience that your customers have when navigating your e-commerce store—give them such a trustworthy and pleasing experience so much that they buy your products on the spot (okay, this may not happen every time, but you get the point).
Now, ecommerce SEO can help you with tons of factors to increase sales in e-commerce, but I am sharing the top-most benefits when you perform SEO for e-commerce:
Increase in Organic Web Traffic
As you may already know, organic web traffic comes from search results that are not paid for. Meaning, someone decided to click on your web page without the influence of paid promotions.
Now, remember that every time your target audience lands on your e-commerce website from an organic search, you are saving a lot on paid ads. This alone is such an essential factor that makes SEO worthwhile.
Better Mobile Responsiveness
To increase sales in e-commerce, you have to make sure that your online store looks good and works well on mobile devices, such as smartphones, tablets, and laptops.
Did you know that there are over 167 million mobile shoppers in the US alone? And mobile retail ecommerce sales in the United States has reached $338 billion in 2020. This goes to show that a mobile responsive online store is vital to boosting ecommerce sales.
Site speed is one of the ranking factors of Google. Therefore, your website must load fast enough to keep potential buyers engaging on your site.
Also, did you know that 53% of your customers will abandon your store if it takes more than 3 seconds to load? Even Amazon, the current largest e-commerce website globally, found that a mere one-second delay in load speed costs them $1.6 billion of sales every year!
You can check if your website is loading fast enough by running a test on PageSpeed Insights by Google.
So, if you have a slow loading online store like the one shown in the sample image, you better get it SEO’d by the experts.
How much does SEO cost? I’m glad you asked.
The truth is, the price of SEO is nothing compared to the value it will bring to your website, especially when it comes to increasing your ROI, which often exceeds the average SEO cost that typically ranges at $500 to $2,500 a month.
Improved Website Security
Let it be known that no one will ever buy from an e-commerce website if it looks sketchy. So, one of your top priorities must be making sure that your website is secure—a task for your ecommerce SEO team.
Typically, a secure website would display HTTPS (Hypertext Transfer Protocol Secure) in the URL.
It looks like this:
4. Widen your market share by selling more and selling elsewhere.
With lots of online marketplaces coming up everywhere around the globe, the competition can get really tough. So, aside from making sure that your site gets better each day, you can increase online sales by selling more of your products elsewhere.
The first thing you can do is think of better ways on how to sell your products, whether by piece or in bulk (e.g., a teeth whitening gel vs. a teeth whitening kit). If you give your potential customers great choices, such as a bulk discount, they will most likely buy them over single items.
Now, if you only sell your items within your comfort zone of existing customers, usually within your website visitors or social page followers, you are not really widening your market share.
Consider joining online marketplaces that are relevant to your business or the products that you sell. If you can’t beat them, join them. Most often than not, you will find a considerable number of buyers from popular online marketplaces.
5. Use high-quality product images ONLY.
There’s a saying in retail that goes, “people buy with their eyes.” That said, your product images are arguably the second thing that your potential customers will see on your web page. What’s the first, you ask? Your headline.
So, make sure that you invest in high-quality images because appearance is vital to how your buyers perceive your products and your brand in general.
Whatever you may sell, ensure that you include top-notch quality of your item images (hire a professional photographer and graphic artist if you must). Don’t settle on poorly lit shots and tiny thumbnails.
Also, remember that people would love to see every angle of your item, especially when it comes to gadgets and clothing. So, include a wide range of photos on your product page.
6. Leverage short yet catchy videos for product demos.
Consumers nowadays love videos—it’s a great way to educate them about what you sell while entertaining them.
Also, videos will help you keep a potential customer longer on your website, thereby reducing your bounce rate and increasing your site engagement as they click on your videos for product demos.
See this sample from SportDOG short video—featuring the features and benefits of their inground dog fence system.
Now, product demos on videos may not necessarily work for all products (e.g., making a video on how to put on a shirt does not make any sense).
However, if you can think of ways on how to showcase the features and benefits of your products, especially if there’s a unique functionality, a product video is a great way to convey your message easily.
7. Make sure that your sales funnel is driven by trust.
Another way to increase online sales is to ensure that your sales funnel is driven by trust—when a buyer is about to make a purchase from your ecommerce store, that buyer’s journey will most likely look like this:
Clicks on an organic search result or an ad
Views the product page
Go through the checkout process
Now, making sure that each stage of the sales funnel is driven by trust, you’ll definitely increase sales.
So, how do you come up with a trust-driven sales funnel? Here are a few tips:
Include product reviews on the product page (don’t forget that reviews are like social proof).
Install live chat on your ecommerce site (offer excellent customer service).
Add some testimonials on your checkout page.
Consider adding “trust badges” throughout the checkout process.
8. Perform email marketing (build your email list)—old but gold.
Email marketing for e commerce is a great way to stay engaged with your customers. You see, online marketplace and social business pages may get taken down, and you can’t do anything about it because you don’t own such platforms.
However, you always have control over your email list because you own it (as long as you use it responsibly, then you won’t have a problem).
So, seek to grow your email list continually with quality leads. You see, e-commerce sites are almost always at the mercy of Google, Facebook, and any other platforms. And once these platforms make significant changes to their algorithms and policies, you may often find your e-commerce store taking a toll on such changes.
Also, sending occasional promotions to the email address of your customers won’t only help you make them buy something from your site but also entice them to repeat similar purchases, especially if you have planned your email marketing very well.
9. Leverage social media marketing.
Social media marketing is one of the surefire ways to drive more visitors to your store, especially new customers. Your social posts can warm them up to become paying customers. Then, you can use your social media pages to re-engage your buyers to buy even more.
Also, social media retargeting is surprisingly the lowest-hanging fruit that e-commerce brands are not leveraging.
Take Facebook Pixel, for example, it can help you bring back 98% of your target buyers. And yet, many ecommerce site owners do not have it completely set up in their online store.
Moreover, make sure that you add several elements on your social business pages, such as Add to Cart and Visit Online Shop buttons.
10. Make sure there are plenty of payment options & keep your checkout process simple.
Providing many payment options can definitely help you with boosting your sales. A few years ago, online stores could only take credit cards for payment, but things have changed for the better, and there are a bunch of payment methods that your target market uses.
A few examples of these payment options besides credit and debit cards are the following:
And even Cash on Delivery (COD) and Cash on Pick-u (COP)
By adding more payment methods, you are making it easier for your buyers to give you their money and for them to buy even more items from your store, thereby increasing your sales.
Most importantly, make your checkout process simple. Consider giving your customers an option to sign up or not (e.g., a check out page asking your buyers to either check out as a returning customer or a guest customer).
Most often than not, the “guest check out” option smoothens the checkout process and improves your conversion better than the “returning customer” sign in.
Do everything in your power to lessen the friction that your buyers encounter on your checkout process, so they don’t get tired and abandon your site. Remember that making a sale is more important than filling in a database for your site.
So, allow your customers to take a smooth route when buying your products.
Bonus: Save more time, energy, and money in the long run by leveraging the expertise of ecommerce SEO experts and marketers.
If you think that marketing and SEO is not your strongest set of skills, if you want to focus on other essential aspects of your business, it’s time to get in touch with SEO and digital marketing experts and learn from them as they help you increase your sales and grow your business.
Increasing your online store sales is not easy, but with the right methods and tools, your ecommerce business will thrive. Just remember to follow through these actionable ways of boosting your sales (and improve them in any way possible):
Strengthen your brand awareness.
Develop detailed buyer personas.
Ensure to implement effective ecommerce SEO.
Sell more and sell elsewhere.
Use quality product images.
Create product videos.
Make sure that your sales funnel is driven by trust.
Strive for excellent customer service and add a live chat option on your website.
Grow your email list with quality leads.
Do social media marketing.
Add more payment options for your customers and lessen the friction in the checkout process.
Get in touch with the experts in digital marketing and SEO to get an unfair advantage in ecommerce.
Bliss Drive CEO and Founder Richard Fong talks about Industrial SEO during this exciting interview by Scott MacKenzie of Industrialtalk.com. He discussed about the two pillars of Search Engine Optimization and the 7 SEO process that Industrial companies must be aware of.
Richard Fong: It’s 2019, if your website, your business is not on the first page, you don’t exists to your industrial prospect.
Scott MacKenzie: Wow, that is Richard Fong, AKA Rich. He is CEO with Bliss Drive. B-L-I-S-S Drive. And he is dropping some real true facts on this episode of Industrial Talk Podcast.
Did you know that 89% of B2B purchases start with an Internet search? So SEO is really important to your success and if you’re not digging into SEO and if you are not deploying that as a strategy you’re losing money. So here is Rich Fong on the Industrial Talk Podcast.
Speaker 1: Welcome to the Industrial Talk podcast with Scott MacKenzie. Scott is a passionate industry professional, dedicated to transferring cutting-edge industry focused innovations and trends while highlighting the men and women who keep the world moving. So put on your hard hat, grab your work boots and let’s go.
Scott M: Alright welcome to The Industrial Talk Podcast my name is Scott MacKenzie, so glad that you are here, thank you very much for joining. We’ve got an incredible interview. You can tell by the “ease” that we’re talking about SEO and of you are not in the SEO game, you’re losing money. Bottom line, gotta be about SEO. So let’s get this show on the road and thank you again for joining the industrial talk podcast.
Yeah, I’m telling you man, I am very passionate about this particular interview too, passionate about them all because it is all, you. 100% of this platform is dedicated to you, the Industrial professional, you juggernaut out there. Keep going, keep changing the world. You’re innovating, you’re making a difference but before we get into the interview let’s get going.
Speaker 1: Tell gate talk number 1.
Scott M: Okay you know I am a homer for reliability web, they have great event, they have events galore, bottom line. You go out to Reliabilityweb.com, look at what they have, look at the events and the one I’m gonna be highlighting, the one I’m gonna be highlighting put it on your calendar is May 6th to the 10th and that is the Reliability Conference and that is in Bellevue, Washington. That is really Seattle but anyway, I went to the one in Las Vegas, it was fantastic, a must attend event if you are an asset management professional. If you’re in maintenance, if you’re considering doing the asset management thingy, you gotta go to Reliabilityweb.com because they will not let you down. They have the Content you need to be great.
Speaker 1: Number 2.
Scott M: Okay. Tick, tick, tick, tick, tick, tick. Okay this is the ICMC or the International Crisis Management Conference. We got to be about learning and growing and doing everything we can to change the world and that is a conference for you too. This is April 30th to May 2nd and this is in Newport, Rhode Island and it is in the Gurney Resort. And this is the 4th annual one, so they’re successful you gotta do it because of you’re in that business too, go to that conference because it is going to be jam packed full of great content.
Speaker 1: Number 3.
Scott M: Calling all in safety professional out there. You need to go to Safeopedia.com. Safeopedia.com where that information, that content at that location at that website is free. Free! Oh my gosh. And they constantly change and they constantly grow and they’re resource base is phenomenal and bursting at the same time of safety related material. But! We’re starting a new podcast Safeopedia and Industrialtalk.com. We’re starting a new podcast called “Safety with purpose” and we’re gonna be highlighting you, the professional, because you guys are doing great work out there. And then finally!
Speaker 1: Number 4.
Scott M: Okay, we’re all about education. Oh yeah! In education, go out to Industrialtalk.com. Go to the industrial Academy, you’ll find information, programs, courses that specific to you, the professional, about Sales, Marketing, Branding and how you can be a better professional and build that market.
Okay. On to the interview, enough with that.
Richard Fong. Know that name, love that name. He is with Bliss drive. B-L-I-S-S Drive. And you know, one of the things that I’ve learn to grow and love is the power of SEO and doing SEO search engine optimization correctly. There’s a lot of people out there, don’t get me wrong, that say “Hey, I am an SEO specialist”. No! Adam, Fong and those fine people out at Bliss Drive, they want you on the first THREE results of a search engine result. That is money in your pocket! There is some incredible stats that support that. But anyway, this is Richard Fong and he is the CEO of Bliss drive.
All right, Richard. Welcome to the industrial talk podcast. So glad that you are here. Thank you very much for joining. What do you have on your mind, my friend?
Rich F: Hey. Thanks and happy to be here. Today I want to talk about digital marketing and SEO for the industrial industry.
Scott M: Boom! Let’s sort of break in to getting a little of a 4-1-1 on who you are and where you come from and why you’re such a spectacular SEO Professional because your stack card out on LinkedIn is pretty spectacular. So give us a little background on who you are and where you come from.
Rich F: Yeah, thank you. So, I’ve been doing SEO for over 10 years now. Before that I was actually a finance analyst for a bank right after I graduated from college and went to UCI, University of California Irvine.
Scott M: The Anteaters.
Rich F: Yeah! Anteaters. That’s right. That’s right. I graduated with Economics Degree. Had nothing to do with SEO. They didn’t teach it back then. Nor they still really teach it now.
Scott M: They didn’t do it today.
Rich F: No, no. [laugh]
Scott M: Trust me.
Rich F: No, yeah. I’m a pretty numbers guy. Number driven guy, data, etcetera. So yeah. I work for a bank for a couple of years. I was traveling all over the country. That was during the mortgage boom and then they are trying to figure out how much is costing everything and then I got tired of just going around the country. You know, it is great when you’re first out of college but it kinda sucks when you’re going to Milwaukee in the middle of winter for the second time in the row and you’re playing with snow. There’s a reason why I moved out from Kansas, right? I grew up in Kansas.
Scott M: Yeah
Rich F: Over there. So now I’m in Irvine California, I’ve been doing SEO for a good amount of time with my team and I’m loving it.
Scott M: Good. Now for the listeners out there, SEO is Search Engine Optimization.
Once again guys, you know I’m talking to listeners. I’m very passionate about industrial marketing and industrial branding, industrial sales and I’ve got to tell you right now that this is the interview that you need to listen to because SEO, even though it sounds all data and wonky, wonky and all that good stuff. It’s very important because and we’re going to talk about that. It’s very important because if somebody… I think I don’t know.
Rich. He’s Richard but he goes by Rich. Thank goodness.
It’s like 89, 87% of everybody that you come in contact with will go out on Google to see where you are.
Rich F: Yeah.
Scott M: So have you heard that stat before?
Rich F: They’re there to look you up, right? If you’re not online, you’re not a business and nowadays it is more common than a business card, right? They have to look you up and see where your reputations are.
Scott M: But the reality is that they’re still within the industrial market. They just look at that website because somebody set out on the internet “you need a website” so they go put a website out there and it’s static and what I see and what I believe is that, you know, really embracing the SEO is really dynamic solution for getting people to go to that storefront, that website.
Rich F: Yeah. The thing is a lot of people or nowadays, even though for industrial they may say “oh we rely on word-of-mouth” right? but there is a lot of materials, there is a lot of people looking for your products online looking for new vendor. So if you’re not on the first page, they are not going to look on the second page. It is almost that you don’t exist online. It’s almost like your brand is not there. They can’t trust you. If Google can’t trust you how can they trust you, right? So you got to consider that, that is an element of business.
Scott M: You’re speaking truth. Because I’ve lived through that and as the host of the Industrial Talk podcast, I think in turns and it’s taken some time to sort of understand the spiders in that “Google spiders” and that they go out there and look around. But they’re looking for something. They’re trying to… Can you give us some sort of background on what Google is looking for from an SEO point of view.
Rich F: Yeah, sure. Google’s mission is to organize the world’s information and share it. Make it accessible for everybody, right. So obviously they have all these technologies that’s developed to organize and what they first started with is the search engine to organize the data of websites out there. So when the Google searching bots are coming through to individual websites first thing they try to understand is what’s this website is about. And if they can’t understand it they’re not gonna rank you, they’re not index you for the relevant keywords that you’re at, right. Once they understand what your website is about, then they have to understand “okay how authoritative is your website so I know how hard to rank you”. Because you know on page, in terms of what you have on your website, you can copy a competitor, you can copy the number one guy out there and your competitor just caught you off of you, right. Because you can see everything. Everything is controllable. That’s what we call the on page. So everything that is going..
Scott M: Okay. Wait. hold it, on page? O-N P-A-G-E?
Rich F: Yeah, O-N P-A-G-E. That’s the on page. I’ll back up a little bit. Essentially if you want to breakdown SEO to a very simple fact, there’s two simple pillars SEO: On-page and the off-page. Okay. On page is everything that’s on your website that the search engine bots can go in and see, right. It’s your title, your meta descriptions, your internal links, content, how much keyword density there are, site maps, everything that the bot will come in and they have their algorithm of calculating what’s on your website to say, “okay we’re gonna rank you for these types of keywords”, make sense?
Scott M: Yup.
Rich F: On pages is 100% controllable. Everything on your website, you can manipulate it however you want, right. But your competitor can just look at your on page and just copy it and well you can copy your competitor. That makes sense?
Scott M: Yes. But doesn’t Google know that, hey that’s like okay, I’ll use mine as an example, Industrialtalk.com, that’s not that Industrialtalk.com – that looks like it but not industrialtalk.com
Rich F: Google doesn’t know the difference, really. Because you can see other press release sometimes they all have the same content and then the more authoritative press release work at higher rankings the more authoritative domain or website will get the higher ranking. So that’s where I was gonna go to, my second point is if you have the same content, same material on the website, how Google know who to rank one above the other? Everything is the same, everything is copyable, right. The way Google determines that the ranking of the website is through the authority.
Authority is established by off-page. Off-page meaning the amount of links that is coming back. Your backlinks in SEO terms. Backlinks are kind of like votes from other websites linking back to you. So obviously you have to break it down to like the authority of the other links, obviously a link form a White House is going to be a lot powerful than say a mommy blog, right, a mommy food blog? A link from industrial manufacturer coming back to you is going to be a lot more relevant than another site that talks about puppies and stuff like that, right?
Scott M: Right.
Rich F: You want to have all these signals coming back to your website and this is the algorithm that Google uses to rank websites. This is what everybody is talking about when they’re talking about SEO factors and different variables because at the end of the day I’ve studied the Google patterns, the main factors have not changed, it has always been on-page and the authority of your website which the off-page dependent. All these algorithm changes, all these updates that you hear about, they’re just fine tuning the dial, right. So one year was social signals are coming in so they’re reading that so everybody started like over emphasizing a social signal so they turn that down a little bit right. They say oh this keyword, if you put this density of keyword on your page you get better results and people start overdoing it. So Google tune their dials and say okay if I see over density of that keyword were gonna penalize your vote because we know you’re gaining us. So, all these are just update algorithm updates that you don’t want to… you want to know what calibrations to have at the perfect pitch so that Google sees in goes in and see that oh everything looks very natural, you guys look like a very big brand, we obviously want to rank you because you are very authoritative in that subject, in that industrial website or any other type of website.
Scott M: So listeners out there, there are two pillars: one, on-page, you can control that. It requires some effort but you can control it. That is internal links, external links, contents…
Rich F: Only internal links. External links… actually yeah, external links linking to other people was good as well.
Scott M: Okay good. I’ve been doing that too. It is like, oh gosh. But that’s on-page, you can do it that’s important then of course, off page is that level of authority or the backlinks and we could talk about that a little more because I want to probe on that just a bit. But those are the two pillars , so you think through it. So in the case of, this is always fascinating, within the industrial world, Rich, there is a lot of commonality. So you have, let’s have a mechanical seal here and it is well manufactured and it is up to the highest standard. It is engineered. and then you got another company that does that mechanical seals and it is up to the highest standard and so on, I mean there is tons of companies who manufacture mechanical seals. I am always fascinated by that how do you stand out in the world of sameness?
Rich F: Exactly. So online is completely different from offline marketing. So Offline, you have your catalogs and your brochures and you sent it to your customers and you have this message you that they see, right. This may be something that you know who the customers are and the customers kind of know who you are, how big you are how long you’ve been around.
Scott M: right.
Rich F: Online is completely different. They are searching on Google because they don’t know the best vendor they’re looking for it then. They may have some ideas of the existing vendors but they are looking for something new, they’re looking for a solution to solve their problems, right. So they’re gonna go online, they’re gonna look first they see is the advertising, right. And a lot of people know that is advertising. Advertising – Google Adwords – gets 2 to 5% click through rate If you’re very targeted maybe 10%, but that means 90 to 95% just skip the ad altogether and going straight to the organic because they trust what Google has to say. They trust that okay Google is showing me the top players are and when they get in there is so funny because I’ve got clients were like couple million dollars in revenue sites but we’re beating out like multi-million dollar company just because we’re very focused in on those key words. And they look like one of the big boys. And that’s what you want to do. You want your website to be number top three online because when you’re top three online, you are already differentiated from the rest of the competition.
Scott M: Yeah right, that’s huge.
Rich F: Google said you are top 3. And those guys get about 50 to 80 % of the click-through rates.
Scott M: Wooow
Rich F: So there is a thousand search volumes every month that means five to eight hundred traffic visitors are clicking on the top 3. You’re not even going down to the rest right. If you are of the bottom of the first page, you’re probably getting about 10% of that traffic. So you definitely want to be on the very top. When you’re on the very top and users come through to your website then it is the sales landing page. That is your brochure in a way.
Scott M: Yeah!
Rich F: And so many things that you could do with that landing page that sells page. You could differentiate yourself with a video, you could differentiate yourself with white papers, you can get their email and start nurturing them slowly, you can put your remarketing pixel on and follow them as a brand. It is a long lasting impression to them because a lot of times they say it takes about 7 to 12 times of impression before they get buy from you. So that’s another way of saying okay you come through my website let me remarket it to you, let me show my advertising to my brand on your Facebook, on your CNN, everywhere that you go. So you… its consistently exposed to my brand and it is a very affordable way of doing it. If you’re not buying code traffic, you’re buying already one traffic to you and you have a consistent message that goes out. It is a whole different ball game on online. Now you can really differentiate yourself online with the customers.
Scott M: Yeah. It is a fascinating world. I can get overwhelmed my ear could start bleeding, my nose could start bleeding just because I hear what you are saying. Let’s talk… we’re gonna take a break right now sorry because I was ready to start another though process but we are going to take a break. We are talking to Richard Fong aka Rich, he is CEO of Bliss Drive but we’re talking SEO and if you’re not interested in SEO you need to be interested in SEO because that is a powerful solution or tool to put you up upfront and get notice so thank you very much for joining the industrial talk podcast. We will be right back.
Speaker 1: “You are listening to the Industrial Talk podcast network.”
Scott M: There is only one place I go when I’m interested in reliability asset management and maintenance and that is Reliablityweb.com. Their platform, their focus, their commitment to reliability is second to none. They want to build a culture of reliability in your organization and they provide the content to support that. Go out to Reliabilityweb.com, reach out to them, you will not be disappointed if you’re an asset management maintenance, a reliability professional, this is the only place for you to go. That’s Reliabilityweb.com, they’re building a culture of reliability.
Scott M: All right, welcome back to the industrial talk podcast. We’re talking with Richard Fong, Rich Fong, he’s CEO of Bliss Drive. And we nailed two pillars. One is on-page and of- page for an SEO and my mind is just absolutely racing and social war might be racing as an industrial company figuring out how to truly leverage your website to hit it up as much as you possibly can on that Google results because I think you said, 50 to 80% of the click-throughs?
Rich F: Yes. That’s right. Top 3.
Scott M: Yeah. That is pretty spectacular. Now, I’m not an SEO pro nor is a lot of other people and if you are you need to reach out to Rich here. But if you are not we need some steps, Rich. Let’s talk about a little bit of the seven SEO process because we’re all about a process.
Rich F: Yeah. So the first process that we take a look at is how fool proof your market. So obviously there’s a lot of data out there. You want to know what keywords have what search volume so you could get ahead and you rank it right. You don’t want to go rank for certain keywords that have no search volume or no buying intent. The way you find buying intent is how many, how much people are bidding on the keyword. How much is it. Once we’ve find out the market size of what you are looking for on the keywords and we do competitor research to see what the competitors look like, what they are ranking for and how much volume they have. then we can essentially copy their strategy and we add a couple our own layer on top of it so that’s just…
Scott M: I just want to make sure, just one second. When we start talking about keywords. We’re looking at words that are popping up within Google, we’ll just continue to use Google, we’ll use that, and they’re being sort of looked out there. It’s almost automatically Google’s gonna say “oh I see where you are going, I’m gonna automatically fill ins” Is that what we are talking about?
Rich F: It’s essentially mapping up the landscape of digital online, right. To see “okay, if I’m this type of industrial company, what types of terms our company my customers, my prospects are looking for and how much volume are there so I know that if I don’t have a page for that, I need to develop a page or if I have a page for that I need to optimize that page so Google can recognize it quicker and go ahead and rank it for it. So I want to map out. Okay where are all the opportunities out there on the digital landscape. So either I build something for it or I utilize or optimize what I have existing on my website for that those keywords and terms.
Scott M: That is a keyword, and I’ve read about this, a keyword strategy activity.
Rich F: Yeah, so essentially competitor research/keyword research. Because we can look at your competitors and see they’ve done all the homework. We have tools that can do this very efficiently and see what type of traffic they’re buying and what type of organics that they’re actually ranking for. Then we can say okay that fits us perfectly let’s go grab those keywords and use it for ourselves as well.
Scott M: Okay. Keywords. Okay, I’m gonna sort of distill it down into getting the right keywords.
Rich F: Yeah, the right keyword for us. So the Number 2 strategy is actually prioritizing which keywords to go after because at the end of the day you may have like hundred of keywords, hundred of things that you, the terms that you may want to go after. So what we figure out is what has the highest volume, search volume every month and what has the lowest keyword difficulty. That way we can get you the result sooner because SEO takes a while. It’s not gonna happen overnight but what we want to do is figure out what can get us the result of more traffic the soonest. So we will go after lower keyword difficulty, meaning it would take me as long were hard to rank, what the number of authority were backlinks and it has a certain amount of volume. So that when it does rank, I’m gonna get traffic decent buying intent traffic.
Scott M: So I have a website, and I’ve gone through this effort to find sort of a hundred keywords that are very applicable to my business, right? If I’m not, if I’m in an industrial business and I do seals, I’m not going to look for a menu items that, you know an Italian restaurant or something. It doesn’t make sense. There is a disconnection. So you want keywords specific to your business and in that strategy, be able to sort of rank those and then in you website be able to be mindful. You’ve got to be mindful that there is strategy here that we want to deploy and hit these keywords. Is that right?
Rich F: That’s right. Because it matters, I mean initially once you know all the keywords that you want to target, obviously we would start developing content and we’ll go into that later but when we do the link building, the authority building per website page, you can’t do it for a hundred pages all at the same time makes no sense because it will dilute the results, right. So we want to focus on a couple of focus URLs as we call it. To say, okay we really want to boost these keywords up and we want to build backlinks that targets these keywords so we can rank for them faster.
Scott M: Interesting. Okay
Rich F: Yeah, so that’s where the strategy. We decide on that once we won’t get going on the keywords. We mapped it out we say we target this first, once we can get you on the top 3 then we can moved on to the next set of priorities. So we go after a strategically relevant…
Scott M: Yeah. And really the strategy is okay. Our effort is to try to get on the top 3. And so we’re gonna focus and I think you have a quote from Bruce Lee.
Rich F: Yeah.
Scott M: So I love it. It’s like “the successful warrior is the average man with laser like focus”. You’ve got a laser like focus…
Rich F: That’s right
Scott M: You’ve got laser like focus on getting at that website up in the top 3 because that’s where the meaningful stuff.
Rich F: Yeah, that’s where the money is. You can beat up a billion dollar companies as a million dollar company just because you have the right focus on the specific keyword that you want to go after.
Scott M: I like it. Yeah, it’s gonna be tough for you because you’re an SEO company and if I type in SEO, that’s a tough, that’s bloody water market, men.
Rich F: Yes. It is red ocean right there.
Scott M: Red ocean.. yeah [laugh]. I wanna be blue ocean.
Rich F: Yeah, that’s right. That’s why we want to go after specific industries plus SEO rather than just SEO out of the broad, right. Because there’s a lot of little fish if you’re going after SEO in general but…
Scott M: I love it. I love the strategy. Okay Number 3
Rich F: Number 3 is the benchmarking. So now you know your keyword layout, where you want to focus in first. You want to know where, how are you standing existing like right now. Where you’re currently ranking, you may not be ranking for those terms at all at this point, where you maybe on page 8, a lot times you’re on page 6, 7, 8 which means you’re pretty non-existent. But Google already said “hey you’re relevant for this topic, so it is worth going after” and you have that content so we can look at that content with that page and say “okay let’s really add more content to it and optimize that page” so we can get higher rankings
Scott M: Yeah.
Rich F: That’s the Benchmarking point.
Scott M: That’s number 4. I’m looking on your website which is a beautiful website, quite frankly, I enjoy the navigation and the ability to be able to tootle around. By the way I used Foxfire on the other one and it didn’t work.
Rich F: Yeah. [laugh] We got to technical problem.
Scott M: it’s okay. It is not a problem. And then number 4, Site Optimization.
Rich F: Correct. So site optimization we have an 80-point checklist. We want Google to…
Scott M: is that an 8-0?
Rich F: Yes. So there is a lot more than just Yoast test yoast and the keyword density in internal links obviously you want the bots to come in your host site to figure out the site architecture, you have data structure, you have a bunch of things that we have to go through to make sure when the bots come through that, hey this looks really clean and really legit and we really like surfing through this website and they’re gonna want to crawl and index you for a lot more keywords.
Scott M: Yeah, so listeners out there. What we’ve got that keyword, we’re discovery, the keyword and we develop a strategy around and then of course we got to track it. We’ve got to see how we’re doing and then of course, we talked about the bots, we talked about those spiders going out there and that’s Google and it’s gonna toodle around your website. And if it is not structured right, it gives those bots certainly uncomfortable feeling. And it’s not gonna work. It’s that right?
Rich F: That’s right. They are not gonna index you for as much as you can be, right. So Step 1 to 3 is all kind of strategy and planning, step 4 is where we start the heavy lifting. We start going in and looking at your existing content, start fixing your titles, your meta, your internal links, your sitemaps, look how it’s being connected to search console. Essentially we’re gonna make it and that Google search engine bots when they come through everything looks smooth to them. Everything is best practice so that they can say, “okay these guys are on top of it. We like what they’re doing and we can rank them”. That’s where step number 4 comes in.
Scott M: And then number 5 we are talking about the content development. That’s huge.
Rich F: Yeah. Content is huge, right. Everybody… (inaudible). It is key but if you only do content it is no enough. Let me tell you why. So once you mapped out all the keywords that you want you’re obviously going to find like pages, you’re going to find keywords that you don’t even have a page for, right. So you always want to have a specific page. The way I look at content is like a fish line out in the ocean, right. You have to have the right type of bait, the content itself out, so that you can catch the right type of fish, right. What we do is we want to have so many types of threads out; it works kind of like an industrial net so they can catch all the fishes you want. And a lot of times, companies they just have their basic service page and a product page and that’s it. They don’t focus on the specific keywords and having the right type of pages for those keyword to talk about, right?
Scott M: Right.
Rich F: And the way you research what type of content you will want to have is, just type in what the keywords is and see who’s making the top 3 and what type of content they are talking about. Obviously, if it is educational, a piece where a blog piece that’s what you want to think about. Each keyword has its own buying intent and what the user where the reader wants to read about. So you don’t necessarily want to have a service page where people are looking for information. Well, you may want to use a blog page, you may want to use something that provides something more value or even a video at times. So that where you want to plan out your editorial calendar to see what type of content or what time of keywords you want to go after.
Scott M: Okay.
Rich F: That is why there is a lot more planning
Scott M: Okay. It is not, it’s, I mean, correct me if I’m wrong, Rich. You can start small
Rich F: Yeah
Scott M: but recognize that there is a strategy. You just don’t prop up a website and say, “I’ve done..”
Rich F: Yeah.
Scott M: That there is more to it and this is the first part of the 21st century and we could do so much more an I think that, that is really important for you, industrial professionals and companies out there to recognize of you are leaving money on the table.
Rich F: Yeah.
Scott M: Okay so number 6, we’re talking about authority building.
Rich F: Yeah, Authority Building. So this is where I want to talk about where people say content is key, right. Just because you have content on your website but your website domain is where the website itself is not respected by Google, your content is never gonna get high ranking. Because Google like I said earlier, Google can read all the content out there and people can just copy each other so how they decide, like who they’re gonna rank higher above the other. As through the authority of your website. That’s where we come in with the backlink building. We ensure that your website ranks in the eyes of Google has good authority. And we do that in 3 tiers. Okay. The first tier is you want to look like a real business. What is a real or real business have, they have an address. So what we want you to do is verify you on Google map, Bing maps and Apple maps. Okay. Once you get those 3, then you have to build the citations with your name and address and phone number. And in that way Google can crawl the web and say, “Okay you’re real”, with your address, with your brand, and your address and your phone number is all consistent throughout the internet. So you have to be a real business versus a fly-by-night business. That is Tier 1.
Tier 2, any real big brand, they’re active. They have social signals, they have press releases, they have different sources of web content where web assets coming back to them at all times. So what we want to do is we want to create, make sure you have an active Social Media account and you could do that with the RSS Feed from your blog and syndicate that out to your social media and you have a vibrant web 2.0 accounts, things like your YouTube accounts, where you’re like the WordPress. There is a lot of sites out there that you can register and push content out with the backlink to your website and now show Google that vibrant, your publishing out there.
And then there is 3rd layer. So the first two layer, they’re very controllable. If you think about it. You can really hire some intern to kind of do all these activities for you, right. Do directory submissions, they’ll build something on social media pages. Obviously they need to know the right proportions of what they need to do but it is not that difficult to do. You could train anybody to do that. The 3rd Tier is a little bit more difficult. It’s just more time consuming but it is the outreach. You want to go and get any manufacturers, other bloggers, other people coming back to your website and talking about you. The way you do that is you say, “hey, can I go ahead and write an article on your website and then in exchange you go ahead and link back to me” or you go to an existing page and you find a broken link and say, “hey, I saw that you have a broken link would you like to link to my website” and you know kind of sponsor a website. Essentially means that you’ll pay them to get a link from their website. It’s all very white hat. Google, they really see that I’m my own website, myself, that I run and I have gotten links from other pages that they try to do the sponsorship. And you know, I’ve gotten links for IBM and Staples, and fortune 500 companies. They all do this as a best practice. So those are the authorities in link building.
Scott M: So final step. We are at number 7.
Rich F: Review and Reporting. That’s a very major process for SEO because a lot of the work that SEO agencies do is you don’t see. It’s all everything is on the background, right. So, what you need to know is A. are you building authority to your website on a consistent basis. 2. Are those authorities resulting in proper rank, ranking for your website and then number 3. Is that getting traffic right. Obviously you want sales. So obviously you want to look at what type of lead generation, lead activities are coming in and out and how they are translating for you guys. But that’s reviews and reporting is super important. If they are getting rankings but you’re not getting additional traffic, you’ve probably hit the wrong key words that have no volume.
Scott M: Yeah. Alright we are going to take a break right now. We’re going to wrap it up on the other side of this break. You need to get a hold of this gent. Rich is… he knows his stuff and oh my gosh my mind. My head is swimming knowledge now. This is Richard Fong. He is CEO of Bliss Drive. We just done talking about the 7 steps of SEO. Don’t be afraid of SEO guys out there. Don’t. It’s a wonderful thing and it can be done and it’s important. So thank you for joining the Industrial Talk podcast. We will be right back.
Speaker 1: “You are listening to the Industrial Talk podcast network.”
Scott M: Alright, you, Industrial companies out there, did you know that 75% of all users do not click pass the first page of search engine results. 75%, I’m one of them. 60% of all the users click on the top 3 websites in their results. I’m also one of them. So bluntly stating, if you are not focused on SEO and optimizing your website with technology that makes you a success, you’re missing out on opportunity. I use Bliss Drive. They are a wonderful team that is passionate about you, your success and they stay current in this world of SEO. So if you want to get noticed, it’s SEO. If you want to gain more leads, it’s SEO. If you want to generate more revenue, it’s SEO. And if you want to stand out in this world of sameness, industrial sameness, it’s SEO. Bliss Drive is the company for you. Go to Blissdrive.com, find out more, they’re wonderful you will not be disappointed.
Scott M: Welcome back to the Industrial Talk podcast. Of course, we are talking to Rich because I can tell them, Rich, Rich Fong, CEO of Bliss Drive and we’re talking about SEO, Search Engine Optimization. Oh, god. This is so technical. I’m telling you right now, it’s very important to the success of your business and if you don’t do this, somebody will and will capture that market. As sure as I’m bald and my head is shiny, it will happen. Right? Am I right on that?
Rich F: Yeah.
Scott M: That’s speaking truth here. So anyway, Rich and everybody out there, you need to get a hold of this gentleman. He knows what he is a talking about and I’m sure he can remove a lot of pain. How do people in industrial talk world could get a hold of you?
Rich F: Yeah, absolutely. You can visit my website, that’s Bliss Drive. B-L-I-S-S, like happy and Drive like driving car. Blissdrive.com or email me, rich, [email protected] and I’ll be happy to answer any questions and set up a, what I can do is set up a call, do a screen share and showing you what your website look like as a Google, How you’re stacking up against your competition and what the market place looks like for you. So you could see an ROI from your SEO before you could start.
Scott M: Fantastic Stuff. I’ telling you right now what I’m going to do. Everybody out there, I’m linking. I’m going to provide all the links, I’m going to do everything because that’s what you need to do in SEO world but it’s very important to be that company that is thinking ahead. Be that professional that recognizes the necessity. That SEO is very important. Very important to your business, very important to your success and it’s so important and finding, I mean finding the right SEO expert is very key. Is that right Rich?
Rich F: Yeah, absolutely. So I get so many clients that have been burned in SEO. Essentially, they show them a lot of on-page and they do some content marketing, no backlinks, no authority building, nothing like that. Where we bring it back to the mechanic shop. When we do screen share, you’ll see all the tools we use and we could track it as we start working so you know that we are doing real work for our clients
Scott M: Absolutely stunning. Thank you very much, Rich. I do really appreciate your time and you were dropping some truth bombs in here. I really liked it and I’m definitely gonna have another conversation with you after the podcast. So, Thank you very much, you, industrial listeners out there. We’re gonna wrap it up on the other end. Thank you very much for joining. And Rich, thank you for being a part of industrial talk podcast.
Rich F: Thank you, Scott.
Scott M: Hey, once again. This is Scott MacKenzie with Industrial Talk, if you like what you are listening to, please feel free to sign up for the free podcast as well as the blogs. I’ll try to keep it all relevant to your business and hopefully be able to provide some insight into what we do in industrial talk and what you do as a professional. Hope to see you soon. Thank you.
Alright everybody out there. That was Richard Fong and I give you permission to call him Rich. He is a fantastic guy, he is passionate about your success, SEO success, Search Engine Optimization success. I highly recommend that you contact him at Bliss Drive, that is B-L-I-S-S Drive. Wonderful man, wants to make you a success. And so you have an open door to do that with Mr. Rich Fong. And once again thank you very much for joining the industrial talk podcast. You know you can get hold of me at Industrialtalk.com. I’m out there, get a hold of me, I would love to be able to talk to you. You want to be on this platform and you want to tell your story. Boom! Let’s make it happen. So anyway education opportunities, Industrial Academy. If you want to know all the stuff I’m doing in Industrial dojo, just go there, listen, it’s all free. No big deal. So once again thank you very much once again for joining the industrial talk podcast. I’m honored. I’m always honored to be a part of this incredible group of industrial professionals. Be safe out there. Thank you once again. And you will be hearing from me again soon! Have a wonderful day
Once upon a time, the only way to reach a business was to look them up in the phone book. You could call them, send them a letter in the mail, or visit them at their address.
If you own a business, you can still get listed in the phone book. In fact, you should. It’s a trustworthy source of information.
But don’t expect it to bring you much business. Most people won’t have the patience to thumb through its pages when they can pull out their phone and find the business their looking for in an instant.
85% of consumers say they use the internet to find local businesses. On the B2B side, 68% of business buyers prefer to search online on their own instead of speaking with a salesperson to get information about a business.
In addition to a website, businesses have an opportunity to get found by listing themselves in local business directories. But getting found isn’t the only benefit of getting listed.
If you want your website to show up in the search results of people in your area, local business directories can have a substantial effect on your search engine optimization (SEO). They aren’t the only ranking factor you need to consider, but they’re worth pursuing.
Here’s how it works.
Local Business Directories and Technical SEO
In the early days, Google’s algorithms treated every backlink to your website more or less equally. It was easy to gain a lot of domain authority by getting listed in hundreds of business directories or by engaging in link schemes, either by using automated software or by hiding links in widgets that were spread across websites.
At the time, getting links from almost anywhere was a good thing. It made Google think you were a hot item.
Today, not all backlinks are created equal in the eyes of the all-seeing search giant. A directory listing doesn’t carry the same weight as a contextual backlink from a piece of content on Forbes.com, for example.
Links from bad directories and other unreputable websites can also hurt you. Instead, Google wants you to create links that are “editorially placed or vouched for by the site’s owner of the page,” which it refers to as “natural links.”
The best kind of natural links are what you’d typically refer to as “organic” backlinks. It’s when someone finds your web page, likes what they see, and links to it in their own content. Take a look at the statistics listed in the 4th paragraph of this blog post, for example, and you’ll see some organic backlinks (you’re welcome Search Engine Land).
If you go to Google Search Console Help, you can get a full listing of what they consider to be “link schemes.” Towards the center of the page, you’ll see “low-quality directory or bookmark site links” listed:
But this shouldn’t scare you away from getting listed in reputable business directories. Google is now smart enough to recognize that these links aren’t “organic” in the sense mentioned above, but they are still legitimate links.
Each listing acts as a “citation.” In the eyes of Google, each citation is a confirmation of your business’s contact information, such as your name, address, and phone number (NAP). If you have accurate information listed across multiple reputable business directories complete with backlinks to your domain, Google can establish that you’re a legitimate business with a relatively authoritative site.
Local SEO is All About Authority and Trust
Technical aspects aside, directory listings impact your authority, and they’re especially important for local business. That’s because they are a source of trust.
Anybody can build a website and say they launched a business. But if there’s no other trace of that business anywhere else on the internet — no page on the Better Business Bureau (BBB) website, no reviews on Yelp, no listing with the local chamber of commerce, no LinkedIn business page — it doesn’t make that business look very authoritative, both to humans and to search engines.
Typically, you can’t just sign up and post a backlink. The most trustworthy directories will verify your business information before putting you on their website. They may want to have a phone call or go through an electronic verification process before you get that listing.
In addition to providing you with a backlink, directories like the BBB may even rate your business and offer accreditation to help you build trust. Just look at this page for a Plumber in Irvine, California:
Anyone who sees this listing will know that this business knows their stuff. They have an A+ rating from the Better Business Bureau, they’re accredited, and there’s a link to their website to provide referral traffic and an SEO boost.
Unfortunately, it takes a lot of legwork to get listed in a substantial number of reputable directories. In most cases, you’ll make inquiries, submit information, take phone calls, and wait for the confirmation process to go through.
You also need to do it right — every single time. A single typo could throw a wrench into your directory strategy. Furthermore, some directories will have different options than others, and you need to complete your profile on every site to be taken seriously.
For example, a surprising number of the plumbers we found on the BBB site didn’t even have logos:
Your logo may not seem important when you’re trying to get listed as part of a backlinking strategy, but neglecting it only tells visitors one thing: You’re lazy.
Some businesses don’t have a branded logo, but even a JPEG of your business’s name is better than nothing. Most businesses just don’t have the time to fully flesh out all their directory listings. There just aren’t enough hours in the day to fill out tons of forms and take phone calls.
That’s why many businesses who market at the local level reach out to an agency to take care of the directory listing process for them. With a small investment, an agency will get you listed quickly thoroughly, and accurately, and they can even offer other SEO services.
The Best Local Business Directories
If you’ve got the time an inclination, we’ve compiled a list of the 65 of the most reputable local business directories to help. All of these sites have a domain authority of 40 or higher, a metric invented by Moz that estimates how valuable a certain domain is.
Some of these you’ll recognize (yes, Facebook can be considered a business directory), but some of them may be new to you:
For more information about directory listings and SEO, don’t hesitate to contact us at BlissDrive. Also, stay tuned for our Los Angeles SEO courses, so you can learn the ins and outs of SEO and prepare for the future of search.
Remember the good old days when all Google ever put on its search results pages were clearly-marked advertisements and organic results?
The search engine has changed dramatically since then, evolving from a search engine into a fully-fledged information engine. These days, even the simplest search queries can give you an abundance of widgets, images, videos, and maps.
In fact, Google’s search results can be so thorough you don’t even need to click on a website to get the answer you need. If you ask Google a question about science, history, or even personal finance, chances are, you’ll get the answer you need right in your search results.
Featured snippets are not the same thing as the #1 organic ranking. In fact, the web page that populates the featured snippet may even be lower than the top several results.
Because of this, some marketers have even questioned if the #1 spot is worth the trouble anymore.
Regardless, featured snippets are a fixture of the Google landscape now. While they’re great for users, they’re not always great for businesses — that is, unless you know how to capture them.
What’s the Featured Snippet?
According to Google, they call them featured “snippets” to differentiate them from other listings. In their own words, it’s “because unlike regular web listings, the page’s description — what we call a ‘snippet’ — comes first.”
The purpose of featured snippets is pretty straightforward.
Again, according to Google: “We display featured snippets in search when we believe this format will help people more easily discover what they’re seeking, both from the description and when they click on the link to read the page itself. It’s especially helpful for those on mobile or searching by voice.”
Google insists their featured snippets are not meant to take away from anyone’s web traffic, but whether they intend them to or not, they most definitely do.
According to one study, a top organic search result will receive about 26% of all click-throughs when no featured snippet is present. But when a featured snippet is present, the top organic search result gets less than 20% of all click-throughs.
Let’s say you do a search for “how much do you need for a down payment on a house.” If you look at the example below, it’s easy to see why snippets get so much attention:
The snippet dominates the page. Anyone who was just looking for a quick answer may already have it just by reading the snippet. They don’t need to look at the website, and almost everyone else will click-through on the search result featured on the snippet.
Snippets are just the beginning. Google has rolled out numerous other features that will likely keep searchers on Google instead of bringing them to other people’s websites, including the following:
Local teaser pack
Google even presents tools and interactive features in search results. Still thinking about buying a home? Say hello to Google’s mortgage calculator, which shows up with a search query of “how much does a mortgage cost”:
Basically, a featured snippet is to Google what a centerfold advertisement is to a magazine. You may have a love/hate relationship with Google because of snippets, but don’t kid yourself: You absolutely want to get your website featured on that featured snippet.
How Do You Get the Featured Snippet?
Plenty of articles have been written to answer this question.
Getting featured is not easy to do, especially with “how-to” articles and posts that are strictly informational. Google tends to reserve snippets for the Wikipedias and Webster’s Dictionaries of the world, as well as other trustworthy, well-established sources that are immensely popular.
But if you sell products, there is a bit of a hack that can increase your chances of getting a featured snippet. Keep in mind, you must still pay attention to SEO best practices and other ranking factors like domain authority. But if you follow these steps, you’ll have a much better chance of landing a snippet of your own.
Essentially, you must create content that is so immensely helpful to what your customers are looking for that Google can’t help but provide them with a snippet when they search for it. It might be next to impossible to rank for a query like “why is the sky blue,” but if your customers are world travelers, you may be able to rank for a query like, “best gifts to bring from a UK trip.”
Here’s how to do it:
1. Choose a Topic Your Customers Want to Learn About
There are two factors you need to consider when thinking about topics: What you sell and what your customers care about. Ideally, your blog topic will closely match what your customers type into Google when doing a search as well as what you have to offer.
For example, if you sell insurance to businesses, a good topic might be “What Types of Insurance are Needed for Small Businesses?”
Try to keep your keywords as close to the beginning of your title as possible. You may even consider a title like “Small Business Insurance — The Ultimate Guide to What You Need.”
2. Structure for Your Blog Post
Writing about topics your customers are interested in is something you should be doing already. And that alone won’t win you the featured snippet.
To get listed, you need to structure your blog post so it’s easy for both humans and search engines to understand. If you sell products through your website, you also need to feature your products within the post. Each of your sub-headings should focus on either a category of product you sell or the product itself.
You’ll need enough content for Google to consider your page worthwhile. For this reason, it’s sometimes best to write “ultimate guides” or other types of epic content.
You’ll have several subheadings, and therefore several sections, in your ultimate guide.
Altogether, you should have 1 introduction, a table of contents, multiple sections focused on categories of products you sell (each with 1 sub-section that focuses on a single product you sell), one section that links to an external website featuring something you think is worthwhile but not competitive to you, and one final section that links to related content on your website.
Here’s what the basic structure of your post should look like:
H1 (Your blog title)
Introduction (a short paragraph)
Table of contents (with hyperlinks to H2’s)
H2 #1 (Blog title – your product category)
Product example from category
H2 #1 (Blog title – your product category)
Product example from category
(Include as many H2’s as you can)
Section for related content
Let’s fill out the structure using the UK gift example from above:
H1: Best Gifts to Bring Home from a UK Trip: Your Ultimate Guide
(Table of contents)
H2 #1: 1. Best Gifts to Bring Home from a UK Trip – Teas
Earl Grey Tea Set
H2 #2: 1. Best Gifts to Bring Home from a UK Trip – Chocolates
Cadbury Dinky Deckers
Section for related content
As you can see, each H2 should include the name of your blog post as well as the category of product you’re featuring.
3. Add Product Content
Once you have the structure down, filling in the content is relatively easy. Each H2 section should contain the following:
A product category description, including benefits and why the products solve the customer’s problems
A description of a specific product
One or more images of product(s)
The image alt text should be the same or similar to your H2
The image should link to the product page of the product it shows
3 or more internal links to your own pages that sell products in that category or the specific product you’re featuring
A call-to-action button that links to the featured product or featured product category
4. Create a Section for Related Content
Your section for related content doesn’t need to be extensive. In fact, a bullet list will work perfectly.
Create hyperlinks to other pages or posts that are related to this one. This helps to tell Google that you cover the topic in-depth and are authoritative on the subject your customer was searching for.
Furthermore, it can help customers find related content they are interested in while also keeping them on your website.
5. Write a Brief Introduction
You may be tempted to write the introduction first, but it’s usually easier once you’ve already fleshed out the rest of your post. Your introduction doesn’t need to be very long, but there are a few things it should include:
A featured image
An explanation of why the post will be helpful to the customer
The criteria of the products featured on the post (i.e. “highest quality” or “hand-crafted”)
A transition phrase to ease the reader into the rest of the post
6. Build a Table of Contents with Links to Products
This is a step that so many people skip because they think it’s irrelevant, but do not skip this step.
Your table of contents helps Google’s crawlers understand your page faster and more easily, which can help you rank better than your competitors. Instead of crawling your entire page, the crawlers know what the page is about immediately based on your table.
Your table of contents should go immediately after your introduction. All your H2 sections should be listed. Each listing in your table should also include an internal hyperlink that goes to its corresponding H2 section.
To create internal hyperlinks, you’ll first need to create anchor text. Anchor text is a small bit of code that you place next to your H2 sections so that your internal hyperlinks know where to bring the user when clicked. Each anchor text should have a unique identifier — it’s usually easiest to just use the name of your H2 section.
In WordPress, you’ll need to switch from “Visual” mode in the top right of your blog post editor to either “Text” or “HTML.”
Find your subsection, then input this code while in “Text” mode:
So, for the “Teas” section we created above, your anchor text could look like this:
<a name=”teas”>Teas</a> –> Teas
<a name=”teas”>Chocolate</a> –> Chocolates
If you have multiple words in your unique identifier, add a dash between each of the words:
Use dashes in your hyperlinks as well.
When you return to the items in your table of contents, place a “#” and the unique identifiers for each of your anchor texts as the embedded link instead of a URL.
For example, your table may look like the following:
When you click on them, they should take you straight to the H2 section.
7. Submit Your URL to Google
Once you’ve built and published your post, submit the URL to Google Search Console. This is optional, as Google will eventually crawl your page anyway. But there’s no reason to wait.
Simply go to your Google Search Console account, go to “URL inspection,” paste the URL for your published post, and click “Request Indexing.”
It can take as long as 48 hours for Google to crawl your page. But don’t hesitate to run search queries to see if you rank!
Want to learn how to get quality backlinks, build great content, and master on-page SEO? We’ve got the tools and experience to help you succeed. Sign up for our Los Angeles SEO training course today!
Update Your Content Regularly
Finally, remember that just because you’ve claimed the featured snippet once, that doesn’t mean you’ll still have it months or years down the road.
Your competitors are uploading new content to their websites all the time. Stay apprised of their strategies and find out if they’re trying to mimic you to take the snippet away. Update your content occasionally, either by adding to it or changing it to keep it relevant.
The hard part is putting up the initial post. Once it’s up, you’ll just need to do a little bit of maintenance to hold on to that featured snippet.
Do you have any other recommendations for claiming a Google featured snippet? What about Google’s knowledge cards and news boxes? Tell us all about it in the comments below and we’ll respond!
At the beginning of 2018, 15% of American adults had interacted with a chatbot and 44% of consumers said they would prefer to interact with a chatbot over a human customer service representative.
The allure of chatbots for businesses is obvious. You get an automated customer service representative without the cost of human capital. Your prospects and customers get an instant response to their questions at any time of day.
80% of businesses want to use chatbots by 2020. But a surprising number of businesses aren’t using chatbots, not even in their simplest forms. With conversion rate increases as high as 266% in some use cases, why aren’t more businesses putting this innovative technology to work?
If you want to learn how to double your lead capture with chatbots, find out more below.
How Do Chatbots Work?
Put simply, a bot is a type of AI software that performs tasks. A chatbot’s task is to communicate with humans to help them get answers, solve problems, or accomplish their own tasks, such as making a purchase or scheduling an appointment.
Chatbots interact with humans over the easily-recognizable format of a chat or SMS window. Talking to a chatbot is not unlike text messaging, although you can expect chatbots to respond much faster than humans!
Likely, you’ve seen a chatbot in one form or another if you’ve browsed any business websites recently. There are two varieties: smart chatbots and simple chatbots.
Smart chatbots can respond to complex inquiries using algorithms and machine learning. They don’t use pre-written answers.
There is a lot of excitement surrounding smart chatbots, but most of them are still in their developmental stages. They aren’t employed by many businesses.
Simple chatbots can answer basic questions or serve information to users. These are usually pre-written responses that are triggered by specific keywords.
Simple chatbots are the most commonly used chatbots by businesses. You can integrate simple third-party bots into your website or even develop your own.
What Can Chatbots Do?
Chatbots can be attached to a knowledge base to answer FAQs about a product. They can also be integrated into an ecommerce website to help visitors make a purchase, or perform other tasks, such as:
Provide customer support
Accept bill payments
Provide financial advice
Help consumers find products
Book travel arrangements
Reserve seats at a restaurant
Capture contact information
Chatbots can also be built for messaging and text apps like Facebook Messenger.
But one of the main reasons businesses are interested in chatbots is that they can provide a better website conversion rate than traditional methods, such as live chat or contact forms. These conversion opportunities aren’t obsolete, but they aren’t a frictionless way for visitors to interact with your business.
Chatbots are important for creating an action-driven website design. That is, they’re just one more tool for encouraging your visitors to seamlessly convert.
We’re just beginning to understand all the opportunities chatbots can provide. Here are some of the most effective ways chatbots can help you increase lead capture. Learn about SEO services Los Angeles CA.
Offer Coupons and Discounts
Everyone loves free stuff, but not everyone is willing to fill out a form or talk to someone to get it.
For example, Primo Fitness had a live chat feature on their website, but it wasn’t getting much use, despite the number of visitors they were getting. The company had some special offers they wanted to promote, but their old tactics weren’t giving them the results they wanted.
When they installed a simple chatbot on their website, they started getting 12 leads every day by providing visitors with a free discount offer:
Once the visitor provides an email address, their offer is emailed to them automatically and Primo Fitness gets a new contact. If this offer had only been accessible through a CTA or contact form, do you think it would have had such a high conversion rate?
In this case, the chatbot turned a discount offer into a conversation. Instead of filling out form fields, all the visitor needed to do was chat with a bot.
Provide Customer and Visitor Support
Most businesses pride themselves on their customer service. Unfortunately, most businesses aren’t living up to the expectations of their customers and prospects.
Chatbots provide an easy way for customers to get in touch with businesses, get questions answered, and access the support they need. They’re particularly useful for software companies that need to field a lot of questions about how to use their software. In this situation, chatbots can be integrated with a base of knowledge to provide customers with quick answers to their questions.
But businesses aren’t just using chatbots to increase their customer response rates. Chatbots can also save businesses vast amounts of money.
According to one report, chatbots can reduce customer service costs by 30%.
Nonetheless, there is a right way and a wrong way to use chatbots from customer service.
Chatbots should never have the final say on serious customer inquiries. The chatbot should declare itself and provide an easy avenue for customers to speak to a human if they so choose. A clumsy chatbot can exacerbate a customer issue if it doesn’t provide the right resources.
According to one study, 40% of U.S. consumers still prefer to talk to a human for customer support. Most experts recommend using AI-powered solutions to provide quick answers and to gather data about a customer’s inquiry. Meanwhile, humans should be the arbiters of detailed inquiries and serious customer complaints.
Schedule Calls and Meetings
For B2B businesses, nothing is more important to sales than scheduling a phone call. Chatbots make it easy for prospects to contact you and book a meeting with one of your representatives. Prospects can even do it without speaking to a human.
In most cases, you’ll connect your chatbot to a scheduling tool. Check out HubSpot’s HubBot as an example.
Once you ask about pricing, the bot qualifies you as a lead. Then, the transition from bot to human is seamless. Immediately, you can book a meeting with someone on the HubSpot team to talk about pricing.
How Do You Implement a Chatbot?
For most businesses, implementing a chatbot on their website isn’t a difficult process. There are plenty of third-party bots available that can accomplish any number of tasks.
The trick is knowing what you want your bot to do. Before implementing a chatbot, do the following:
Identify opportunities for lead capture
Determine the purpose and goal of your chatbot
Visualize and plan the customer experience
Find a chatbot that works for your objectives, or develop your own
Implement and test your chatbot
Analyze the results of your chatbot
When used correctly, chatbots can dramatically influence the conversion rate on your website.
Are you interested in other opportunities to optimize your conversion rates? Get a free consultation with Bliss Drive by calling 949-229-3454 or schedule a call online right now.
We are recognized as a top Search Engine Optimization Company on DesignRush.
There is a way to calculate the return of your SEO investment and luckily it’s not too tricky.
But the calculation is different than, say, calculating ROI for media buying.
It is easy to compute for the ROI for media buying: You buy traffic from Google or Facebook for X number of dollars and you get a certain amount of traffic.
The ROI is clear. You can use this simple formula for your paid ad campaigns:
ROI = Sales Growth – Paid Ad Cost
Paid Ad Cost
If your sales grew by $10,000 and the Facebook ad campaign you spent was $1,000, your ROI is 9%.
It’s different with Search Engine Optimization.
We are not just talking about dollars when we speak of ROI from SEO. Although we are expecting sales, a dollar amount might just be one of the metrics.
The ROI of your SEO shouldn’t be calculated month to month. Think long-term. It has to be approached similarly to a project or a campaign with a long-term business results or returns.
SEO does not always produce instant results—especially in the first couple of months—but that doesn’t mean it isn’t working. Learn more about the Pricing for SEO Services
To use an analogy, SEO is like constructing a building. You may have built the foundation or the structure, but you can’t move in until it’s done. But later, once construction is completed, you can enjoy the property for a long time to come. And, you may have to reinvest later on to make improvements.
There are two things you need to understand and remember when measuring your SEO campaign’s ROI:
Conversion is a very important factor to consider for the success of your SEO campaign.
In a broad definition, conversion is the term used to describe a website visitor completing a goal. The goal could be purchasing a product or signing up for a consultation.
The website’s conversion rate is the number of times a visitor completes a goal, divided by the total traffic coming in to the website.
First figure out your keyword search volume and your website traffic. From there, you should understand how much of the traffic is turning into leads… and into business.
Let’s say you have 1% conversion from your website traffic, find out how much business that 1% is bringing in.
If you don’t know the numbers, the best approach is to speak to an SEO expert who can help.
Value for your business
SEO brings more value to your business, which your company can enjoy for an extended period of time.
With PPC, you are seeing and getting the results while the campaign is. SEO, on the other hand, lets you enjoy the benefits even after the SEO campaign is over.
By having your website organically ranked, you can build an inbound lead generation system for qualified leads that will bring you higher conversion rates based on your goals.
SEO traffic has a higher conversion rate than paid media. The reasons are:
It builds trust and authority to your website.
People trust what Google favors in their search engine results.
Visitors take more time to look at your website.
Visitors engage with your business more.
If you are thinking of selling your website, a well-ranked website is definitely more attractive.
Set up your business goals
To measure the returns on your SEO investments, your company has to define the goals you want to achieve.
For an ecommerce business, the business goal is to get people to buy your products. For a technology company, it might be getting visitors to sign up for a demo or request a consultation.
You can configure Google Analytics based on your business goals. Goals can be applied to specific pages of your website and every goal can have a monetary value.
The Analytics tracks a visitor who performs an action based on the defined goal and records it as a conversion.
Google categorizes the goals into 5 types.
Measuring Your SEO Campaign’s ROI
Google Analytics makes it easier for an ecommerce sites to calculate the ROI.
But since all businesses are not created equal, it doesn’t work the same for non-ecommerce websites.
For some websites, determining ROI per customer may require you to consider the Lifetime Value of your Customer less Acquisition Cost.
However, for other businesses, ROI can be computed based on the goals set. Your goals could be based on appointments made or signups for an online course.
To compute your ROI, Google Analytics requires that you assign a Dollar Value to your goal.
The best way to see the success of your SEO efforts is to calculate your ROI.
Unlike paid media, SEO ROI is different, because you have to consider different metrics. Primarily, you need to think of: (1) your Conversion Rate, and (2) its worth to your business.
Defining the goals you want to achieve is very important.
Google Analytics has proven very helpful in computing the ROI, not only for ecommerce, but also for the goals you’ve set.
Would you like to know more about how to calculate the ROI on your SEO efforts? We offer a free, no-obligation SEO consultation. Give me a call now at 949-229-3454.
As a small business, it can seem impossible to outrank your larger, more funded competitors for the most popular and profitable search keywords.
While you may not be able to match your larger competitors’ budgets, you do have a very useful advantage: access.
From reaching out to other businesses with special deals and offers to contacting the owners of local organizations, being part of a small business means you can implement a variety of highly effective strategies that are “too small” for your larger competitors.
Below, we’ve listed five of our favorite local link building techniques that your small business in the Los Angeles area can use to increase your search visibility, generate more traffic and bring in clients and customers using SEO. Learn more about local SEO in Los Angeles.
Offer discounts for customers of local businesses
One of the easiest ways to earn links from other local businesses is to offer a special discount to their customers.
For example, if you own a restaurant in a specific area, you can reach out to doctor’s offices, car mechanics, parking garages, dentists, study centers and other businesses in the area to inform them that you’ll provide a 10% discount for customers that bring their receipt into your store.
This strategy works because it’s a two-way value exchange. Your offer strengthens their unique sales proposition, all while generating leads for your business. Ask them to add the discount to their website and it also becomes a highly effective strategy for building local one-way links.
Hold meetups for local groups and clubs
If your area is home to local meetup groups and clubs, you can offer to host them at your venue either for free or at a heavily discounted rate. You can even sponsor a group and offer a service or product of some kind.
In exchange, you can ask the group or club to list your venue on their website as a sponsor or supporter. This is a great way to build links for cafés, restaurants and bars, all while building a local customer base at the same time.
Create local ‘best of’ lists
Businesses love to be mentioned online, especially on the websites of other businesses in their area. Another easy way to earn links from nearby businesses is to create “best of” lists on your website that catalog the best restaurants, cafés and other local businesses around yours.
Once you’ve completed the list, you can reach out to the businesses mentioned in your content and let them know why you’ve included them. Since social proof is such a useful marketing tool, most local businesses will be happy to mention and link to your list from their own websites.
Host a local event
This is another tip that works extremely well for cafés, restaurants, bars and other venues. If you have a business that can host other people easily, try holding a local event that attracts owners of other local businesses.
Not only can local networking events help you develop new connections — they can also play a part in establishing new partnerships and groups. Promote the event the right way and you can even earn links from local government websites and directories.
Moz has an excellent post on putting this strategy to work that covers the entire process of using local events to build valuable one-way links to your website.
Review local businesses
Finally, one of the easiest ways to earn links from other local businesses is to review them. Most businesses love positive reviews, especially from people in the community. Post a helpful review of a local business and there’s a good chance they’ll link to you to earn some social proof.
Although this strategy can work for any local business, it’s most effective for business in different industries from the subject matter they’re reviewing. If you own a local newspaper or magazine, a series of targeted, detailed reviews can be a tremendous source of highly relevant links.
Do you need help with link building?
Our company specializes in link building and promotion for businesses in Los Angeles County and throughout Southern California. Our expert team can help you think up new SEO Los Angeles link building strategies that improve your rankings, generate more traffic and drive more sales.
Once a useful tool for smartphone users, Google Maps has grown into one of the best marketing platforms for local businesses seeking new customers. From citations and reviews to claiming your listing, marketing your business on Google Maps requires a series of steps, tactics, and strategies in order to be successful.
In this guide, we will look at the value of Google Maps for different businesses, how the mapping and navigation platform can be used to secure customers, and today’s most effective strategies for claiming your spot at the top of Google’s local listings.
Google Maps: A Brief History
Google launched Maps for Mobile in 2005. In the nine years since its introduction, Maps has grown from a useful mobile application into one of the most popular of Google’s services. It’s now available on a wide variety of platforms, from Google’s own Android operating system to the latest Nintendo Wii-U gaming console.
In 2007, Google launched Street View – a new maps feature that provides panoramic images of city streets. Aside from some concerns regarding privacy (that Google has since addresses) Street View has grown to become one of Google’s most popular and acclaimed services.
Who Uses Google Maps?
Google Maps is used by hundreds of millions of people. In 2011, Google announced that over 150 million users had accessed maps throughout the world. This massive audience makes Google Maps a potentially lucrative marketing platform for small businesses that depend on local customers.
Does your business depend on local customers? Do you primarily market to people within 20-30 minutes of your location? If so, increasing your rank on Google Maps is likely to increase your sales. Learn more about seo marketing orange county
How Can You Increase Your Google Maps Rank?
Every time you search for a local keyword, Google will list Maps results in what’s known as the seven-box. This is a listing of local businesses related to the keyword you’ve searched for.
For example, searching for Los Angeles dentist brings up a list of dentists located in and around Los Angeles. Narrowing down your search keyword – for example, from Los Angeles dentist to Pasadena dentist further narrows down the Maps results.
One of the best ways to increase your ranking on Google Maps is to fill in all of your business’s local information. Make sure your address, your phone number, and your company name are prominently displayed on your website. The more local your site looks, the better your local rankings are likely to be.
It’s also worth adding your business to Google Places. This is Google’s index of local businesses – an index that it uses to find content to populate the Google Maps search seven-box. Add your business (as well as your relevant information) to Places and you’ll benefit from better rankings in Google’s Maps search function.
Google Maps allows users to review local businesses. These reviews have an impact on your company’s ranking. By encouraging customers to review your business, you can improve your ranking in Google’s seven-box and attract more traffic from local search queries.
By studying the Maps content for your local area, you can even find the top Places reviewers in your region. By reaching out to these reviewers, you could build a far more visible Google Maps listing that attracts new customers to your business.
What Businesses Can Benefit From Google Maps?
Any type of business that depends on local customers can benefit from a prominent listing in Google Maps. From big-box retailers to small restaurants, any local store is going to see serious benefits from being listed higher in Google’s local index.
After all, with over 150 million active users, Google Maps has a huge audience. Like other aspects of Google search, the Maps audience is also specifically looking for the products and services your business offers whenever they search for keywords that are related to your business.
From automotive service centers to costume stores, big-box consumer electronics retailers to small pizzerias, any type of local business can benefit from improving its Google Maps listing. The benefits include new first-time customers, a strengthened brand, and a far greater level of visibility in your local community.
Take a proactive approach to Google Maps marketing and your business could see real benefits from its actions. From new walk-in customers to increased attention from local publications, the benefits of a greater Google Maps presence are many. See about Search Engine Optimization Los Angeles.
For decades, the best advertising option available for local businesses was found in the Yellow Pages. Today, the situation is different – with few people using the Yellow Pages for shopping advice and information, businesses are taking their advertising budgets elsewhere.
Over the last few years, local magazines and directories have also started to feel the squeeze. With dwindling offline readerships and a surge in the number of prospects using Google to search for local information, businesses are reducing their local ad budgets and replacing magazines with display advertising campaign.
In this mini-guide, we’ll help your business make the transition from the old world of offline local marketing into the new world of action-driven online marketing via PPC and SEO.
Why make the switch to online-only local marketing?
From the Yellow Pages to your favourite local magazine, people are putting down printed publications and going online for their news and information. This doesn’t mean that local publications are finished, from a business perspective, but that it’s often easier to connect with their readers online, rather than offline.
As well as giving you a larger audience to advertise to, online marketing gives your business a level of control that offline marketing simply can’t offer. Instead of being one of many advertisers sharing a magazine or Yellow Pages index, you can pick the exact websites or search keywords that you’d like to target.
Replacing the Yellow Pages with Google Search Advertising
Google Search is one of the best replacements for the Yellow Pages. Not only is the search engine built around keywords in the same way that the Yellow Pages is built around topics, but it’s an easy, straightforward platform to port your campaigns to.
As a side note, if your business is unfamiliar with online advertising or uninterested in running its own campaigns, we offer a full pay per click advertising service.
Think about the type of pages that your business would advertise on in the Yellow Pages – these are your search keywords. By building campaigns around the pages that you’d previously advertise on in the Yellow Pages, you can reach an identical audience at a far lower cost.
Eventually, you can port your campaigns over to Google’s organic search results – the websites that appear below your paid search advertisements. This requires a long-term commitment to search engine optimization, which is why it’s best to let your PPC ads generate useful sales data first.
Replacing Local Magazines with Online Display Advertising
Display advertising may not be as targeted or focused as PPC and SEO, but it’s still an important part of a complete online advertising campaign. With the right mix of advertising copy and placement targeting, your local business can achieve a great result from even the smallest display advertising budget.
While SEO and search-based PPC are a replacement for the Yellow Pages, a display campaign is a replacement for an advertising campaign in a magazine or your local newspaper. Think about the type of publication that your business receives a good result from offline – this is your ideal online target.
Again, if your business is uninterested in running its own online display campaigns, we offer a full PPC consulting service that can help you achieve your desired results.
Scaling Your Campaigns to Reach a Large, Responsive Audience
As an online advertiser, you have a great deal of control over where your campaigns are run and who they reach. This means that you can expand or contract your target audience on a rapid schedule – a far faster schedule than you can achieve with more traditional offline advertising.
After your campaigns have amassed a certain amount of data, you can adjust many of your placements (websites and blogs) and bids to increase your return or reach a larger audience. This makes it exceptionally easy to fine-tune your campaigns – far easier than it is to do so with an offline advertising campaign.
Over time, online advertising will become second nature to your business, replacing offline advertising in both results and ease. With tracking and measurement options that far exceed even the most targeted offline campaign, online advertising and Los Angeles SEO is the ultimate marketing strategy for small and large local businesses alike.
Get the strategies and tactics your competitors are using for their SEO, as well as insights into how to beat them at Google Search.