Internet Marketing January 19th, 2016
Hello and Happy Tuesday!
This week in internet marketing, we’ve gathered some of the best stories and articles from the web. We’re looking at simple tips for improving your site’s SEO as well as useful questions to ask before hiring a web designer, and how search engine’s functionalities are adapting to users’ needs and style of search. We’re also looking at mobile’s impact on PPC marketing, and easy ways to incorporate more emotional appeal in your site’s calls to action.
It’s easy to get caught up learning all the newest bells and whistles of digital marketing and forget to take a step back and make sure you have a strong foundation built on best practices. For example, keep an eye on algorithmic penalties and be sure to address them immediately. Also, remember to run a technical website audit every now and then to identify your strengths and weaknesses. And try taking your keywords research to the next level by looking at your own metrics and doing market research.
Website design and development are so technical and complex that it’s difficult to know what to look for when hiring a designer or developer. Find out whether this is their full-time job or a hobby — full-timers are often more committed to the project and have more invested in their work. Make sure the designer has some sales or marketing experience, and ensure that when the project is done, that you own all the original artwork on the site (designers can legally claim copyright of their work).
The way users search is evolving alongside and simultaneously with the way algorithms function, and while some of the old rules and basics will continue to apply, the style of our search queries is changing the way search engines operate. The best example is the rise of Intelligent Personal Assistant (IPA) apps like Apple’s Siri or Microsoft’s Cortana. Google has also introduced Know Simple, for short factual searches that have straightforward informational answers.
In 2015, mobile searches surpassed desktop for the first time, so if your mobile site isn’t optimized, your users may start taking their business elsewhere. But there are easy steps to help you earn leads on mobile, like the AdWords “click to call” button to speed up conversion rates. Also, as AdBlock is on the rise with browsers, there’s no content-blocking opportunity for in-app advertising, which means ads on Facebook mobile, for example, are more valuable than ever.
Your site’s calls to action (CTAs) are the tools, phrases and buttons you use to turn users into leads, sales or other desired actions. An effective CTA needs an emotional hook to tap into the user’s feelings and inspire them to act. This may mean inspiring hopeful feelings of love from an online dating site, or it may mean tapping into the users fear of failure or fear of change.