The dramatic rise of mobile smartphone search makes it critical website owners localise organic SEO and Adwords search campaigns. According to Google, around 20 percent of normal search carries a local intent but that number rises to 40 or 50 percent in mobile.
There’s a lot of misconceptions around the use and value of the keywords meta tag and meta descriptions when it comes to getting a website ranked in Google. I commonly hear of web designers and SEO people spending time on both the meta descriptions and meta keywords, adding this into the site or page headers. The honest belief is that it will get them ranked higher in Google. Untrue.
New technology has seen the rise and fall of many trades and professions. Marketing as we know it could be going the same way as mechanics who tuned carburetors, common in all cars back in the 70s and earlier – Before fuel injection for petrol engines really took off in those Japanese imports, giving us improved fuel economy and reliability.
A recent article in Forbes magazine discussed why marketing executives performance is substandard and why they are seldom trusted by their bosses. The key issue raised in the article being that most senior marketing executives appear to work on their ‘gut instinct’ instead of utilsing data or reasoning, common with other executive roles. The problem with intuition, as powerful as it sometimes is, rarely produces the best result. Hence cynical CEOs just see marketing as a nasty expense, not having an ROI. Everything is done for ‘branding’.
For most of us it starts with subscribe forms, tied into a good email marketing system like mailchimp, aweber or similar. This is where we must all start, by building a mailing list. There are loads of new tools like optinmonster that helps boost subscribe signup rates too. With additional effort, you can start segmenting lists and personalising campaigns.
This is a long rant, so if you’re a designer or marketer, have patience, don’t be offended, because there is a point.
To most businesses, their website is just an online version of their printed sales brochure. And when the site isn’t performing in terms of traffic or inquiries, the fix is inevitably a re-design project – Update the appearance, re-word various pages, company message or offer. The modern pitch being “Let’s refresh the site branding and copy, include the latest mobile-responsive technologies, a CMS upgrade, plus social media work for additional exposure and to raise your online profile” or similar…
Did you know that the odds of successfully selling to a prospect increases a 100x if responded to within 5 minutes vs 30 minutes? Yet most take over an hour to respond to online inquires.
This topic has had a bit of press overseas recently. It’s finally been acknowledged that SEO and getting a website ranked well has business benefits. Yey! At present the business owner and designer just ‘hope’ Google is kind enough to send them traffic after some basic keyword work and maybe submitting the site to a search engine. But, in 99% of case, Google sends through a small fraction of the traffic the business owner expected. They’re then forced to invest hundreds or thousands per month in Adwords or offline marketing.
Out this week is the annual MOS study of how it believes Google ranks websites. The most obvious factor is the slow demise of keywords in ranking. Perhaps this is no surprise to those that follow Google, who made major changes to their algorithm last September with hummingbird. This change had much more focus upon the site content and intent and less on keywords alone. Yet most SEO specialists worldwide just ignored Googles changes, carrying on as before with an obsession on keywords, keyword density, backlinks etc….
Websites and the net is becoming more and more infected. One recent report declared that now 61% of the internet’s traffic is non-human, being various bots, the majority being of evil intent. We see it in attacks on websites and in emails.