improving your digital marketing

Digital Marketing for Small Businesses: A 5-Step Process for Improving Your Digital Presence

We’ve all been in the position where we’ve been a part of a company or worked with a client that has a bunch of Digital Marketing efforts but nothing is really on the same page – it’s totally run on a “set it up and let’s see where it goes” mentality. At IdeaZone, we see it all the time. Companies come to us with awesome services or products but their marketing doesn’t align with their goals or even target the right audience. So, to help you out, we compiled a simple 5-step run-through on how to improve your Digital Marketing so your business saves time, effort and money.

Step 1: Analyze your current situation

Before you jump into launching a bunch of different Digital Marketing initiatives, look at your current situation first. What am I doing right now? Am I targeting the right audience? How well is it working? How much am I spending (time & money)? What are my competitors doing? And, how are my competitors doing? Basically, audit yourself. This will give you a sense of where you are as a business up to this point in time. If you don’t analyze your current situation, how can you determine what to do in the future? Once you analyze – and be honest with yourself when you answer these questions – then you can aim in the right direction.

Step 2: Set specific goals

Part 1: Determine your goals

Once you’ve analyzed your situation (and you’ve been brutally honest with yourself) then you can begin to decide what you want to achieve. Hold on a second though, don’t just make these goals “I want to make more money” or “I want to sign more clients”; that’s too simple. You want to determine the issue or what you want to get better at and then pick a goal or a series of goals that you want to achieve that will ultimately lead to your main business objectives. You want to include measurable outcomes related to improving your services that will then lead to making more money or signing more clients. Here’s an example of what that means:

Since we’re talking about Digital Marketing, you might notice when you analyze your current situation that an issue is your website is ranking poorly in search engines. You ran a test on SEM Rush and you’re only ranking for 7 keywords, have no backlinks, and you’re getting little or no traffic to your website each month. The problem is your website could be part of your sales funnel, or maybe you have a great online booking system that no one is using. So you somehow need to generate more website traffic, and SEO, based on the results of your test, is a big issue.

Now that you’ve determined the issue, it’s time to set a target. In this case, you want to generate more website traffic. From there you should ask yourself a few questions and then set your goals.

  • how am I going to do this? This should be an actionable tactic, “What am I going to do in order to generate more website traffic?”
  • what’s my intended target and when do I want to get there? This question needs to include a specific target that is quantifiable and is in a reasonable timeframe. For example, “I want to increase my website traffic by X% over 6 months.”
  • How am I going to measure this? You want to determine some KPIs (Key Performance Indicators) ­– essentially, how you are going to gauge your success and then create some measurable outcomes. Maybe you want to improve to 30 keywords and build 10 backlinks over 6 months. Or maybe you want to do that plus increase online sales by 20% or get 10 more online bookings each month.

Part 2: Make your goals SMART

Once you’ve answered those three questions, write your goal. Here’s an example: “I want to increase traffic to my website by 50% in the next 6 months and achieve 10 more online bookings per month by improving my website’s organic SEO.” Or “attract 20 more leads per month.” And then, lay it out as a SMART objective to make sure you have all your bases covered (Specific, Measurable, Attainable, Relevant, Time-based).

  • Specific? Yes. You want to make SEO adjustments to help boost your traffic by 50%, get 10 more online bookings per month (or 20 more leads if you’d prefer the sales example) and you want to do it over 6 months.
  • Measurable? Yes. You have a couple of KPIs (key performance indicators) that you can measure to see if you’re on track. In this example, you’re going to have to determine what percentage increase in web traffic is going to help you reach your monthly sales or bookings goals.
  • Attainable? Yes. Your goal isn’t outrageous; it’s not aimed too high in too short a timeframe. You also have tools at your disposal to determine your KPIs.
  • Relevant? Yes, it’s hugely relevant. SEO is a big part of Digital Marketing and if you’re not getting seen on search engines or showing up on the fifth page, then that’s an immediate red flag and a big reason why you’re not generating more leads or getting more online bookings.
  • Time-based? Yes. 6 months is a realistic time frame, but note that if you’re setting a more ambitious goal to make sure to adjust accordingly especially if it’s to do with SEO because improvements don’t happen overnight.

Step 3: Make a plan

You’ve sat down with your team and figured out 3 or 4 or however many goals for improving your Digital Marketing, now you want to build your integrated plan. An integrated plan includes multiple Digital Marketing tactics that work together to achieve your goals. This is really important because you don’t want to put all your eggs in one basket. So, under each goal, determine a tactic, or a series of tactics, that will work to achieve that specific goal and can all work together to achieve your ultimate objective as a business. This might include things like a BrightLocal campaign to list your company on as many third-party directories as possible (i.e. Yelp and Yellowpages), starting a bi-weekly blog, running a Google AdWords campaign promoting your services, and launching Facebook advertising. This is good integration because each of these tactics provides viewers with an avenue to your website to learn about your services and ultimately increasing your website traffic.

Step 4: Make it visually appealing and SEO friendly

When you go to execute the tactics in your plan, you want to make sure any visuals and copy align with the brand and voice of your company. If you’re having an issue targeting the right customer, this could be the reason why. You might have well-designed branding and well-written content, but it needs to be made for the right type of customer. Also – and this is important for things like blogging and the content on your site – your Digital Marketing tactics need to have search engine optimization in the forefront when you’re launching the campaign. Google AdWords, third-party directories, blogging, and Social Media campaigns will all have an effect on how well your website performs on search engines.

Step 5: Manage, track, evaluate, repeat.

This is like the “5 D’s of Dodgeball” and ‘manage’ is the Dodge. You want to use adequate tools to manage and track your Digital Marketing campaigns closely because in Digital Marketing you have the ability to edit-at-will, but it can also get away from you quickly. Now that doesn’t mean be lazy. Instead, use accessibility to constantly improve. And that’s where evaluation comes in. At IdeaZone, we like to segment our Digital Marketing efforts into months, track our work, and do evaluations on the 1st of every month. That way we can look back at the previous month and see where we can improve areas like our AdWords campaigns, Social Media Management, and Social Media advertising (Platforms like Google AdWords have a built-in organization system for tracking progress, and for Social Media Management we recommend using Hootsuite). Finally, the accessibility of Digital Marketing allows you to stay on top of all your campaigns so if Patches O’Houlihan throws a wrench at you, you can quickly fix the problem. Or in this case, “dodge, duck, dip, dive and dodge.”

If you have any questions on want more information about Digital Marketing or our services, contact us. We provide a wide variety of Digital Marketing, Website Development, and Advertising & Design services.

web design three click rule

Three Reasons Why Web Design’s Three-Click Rule is Still Relevant

The Three-Click Rule is a long-standing web design concept that suggests viewers should be able to find what they’re looking for in approximately three mouse clicks. However, because of new trends and advancement of mobile devices, many argue that the Three-Click Rule is somewhat of an outdated concept. And although that might be true in some cases, we think the Three-Click Rule is still relevant, and here’s why:

Attention Span of Viewers

The attention span of viewers is shorter than ever in because of the readiness and accessibility of information on the web. This is partially due to impatience as well because viewers expect everything to be so readily available; they want the information and they want it 5 minutes ago. If they can’t find answers quickly it’s back to Google and on to the next link. This is precisely why the Three-Click rule is still relevant, and even if some designers think it’s a dying rule and web design styles are changing, it’s key to have the most important information as accessible as possible or you might get passed over.

Here at IdeaZone, we run on a simple philosophy where we want to make it as easy as possible for viewers to find what they’re looking for. That means applying the Three-Click Rule to our concepts when we design a website.

Content Overload 

Today’s internet is outrageously full of content – some more relevant than others – making it that much more important for viewers find the most relevant information within three clicks.

According to LinkedIn Marketing Solutions, in 2015, 55% of B2B Marketers said they were planning to create more content than they did the year before. Now that it’s 2017, more people have caught on to that trend and that percentage is much higher. Which (you guessed it) means there is that much more content available at your fingertips on company’s website, on a blog, in articles, or on social media, and it’s all being shared simultaneously.

Content overload also means there’s a snowball effect; with more content comes more responsibility to stand out in the clutter.

Here’s an example, say you’re looking for a good marketing blog. You type ‘marketing blogs’ into Google and hit ‘search’. Google is going to come back with millions of results in half a second. Obviously, if you’re a marketing person doing that search you’re going to focus on the first and maybe the second page, and you are going to click on websites you’ve heard of before. Also, presumably, the writers of these blogs are also going to be fairly knowledgeable in the SEO department, and as a marketing person, you understand the value in that. However, that’s not always the case, the blog you find might be reputable but irrelevant to your interests, so you have millions of results at your fingertips and because you don’t want to flip through the endless number of pages you may only find one blog that’s relevant out of the 20-25 results shown on the first two pages.

Which brings us right back to reiterating the value of the Three-Click Rule.

Because of all the clutter, you want to make it quick, easy, and highly relevant for viewers looking for your information, products or services. Otherwise, your blog or your website is going to end up being one of the millions of results Google churns up in a blink of an eye; bringing us to our next point…

It Keeps Things Simple

You’ve heard of the phrase “keep it simple, stupid” right? Well, we like to use that phrase to remind ourselves to stick to rules like the Three-Click Rule when designing websites. And the Three-Click Rule does just that, it keeps things simple. It keeps information laid out in an easy-to-find fashion, and it allows our web designers the opportunity to make sure a website stays consistent. It also makes sure viewers don’t get overwhelmed by all the bells and whistles of a complex ‘look at us! We have all the cool add-ons, horizontal scrolls, random buttons and apps nobody knows how to use’ web design.

It’s important to know that simplicity doesn’t have to take away from the visual appeal of a website. We’re great at making a website look badass without needing the all the flashiness and explosions of a Michael Bay action movie.

Finally, the Three-Click Rule makes the planning stage of the web design process much easier. Things like sitemaps can be organized and laid out at a more efficient rate, and it allows for shorter URLs because there aren’t an endless number of pages.

 

Overall, the Three-Click Rule isn’t a restricting, end-all-be-all rule for web design. It should, instead, be used loosely to make the design process more straight forward from start to finish which will allow a viewer to navigate a website and find what they’re looking for in a more efficient manner.

website design appeal

5 Simple Ways You Can Appeal To Customers Through Your Website’s Design

Creating eye-catching visuals, curating high-quality content and organizing relevant SEO is now more important than ever in website design. It’s now so prominent because as customers go through their decision-making process, not only will they evaluate their options based on the visual appeal of a website design, but how accessible, relevant, and easy-to-view its content is as well. Therefore, if your website’s design isn’t visually appealing, or if customers can’t find the information they’re looking for, your product or service is likely going to be overlooked in favor of your closest competitor. So, here are some good rules to follow for your website’s design so you don’t get passed over:

 

Have a Direct Page Title and Description

A page title (title tag) and description (meta description) are kind of like your website’s executive summary; they are written last and summarize the most important information on your website. A web developer will usually write the title tags and meta descriptions during the last phase of the website design process but, like an executive summary, it’s the first thing customers see when they do a Google search, so let’s start there.

Writers, web developers and business owners alike have the desire to come up with extravagant, charming and differentiating descriptions, but most of the time if it’s written that way it’s going to do poorly in the SEO department. So try and stay away from wordy, indirect titles and descriptions when writing the copy for your website. Instead, write a description that is direct, states the services your company provides and lists where your company is located. That way your description gets right to the point for customers and will perform well on search engines. In terms of the title tag, you should essentially aim to have the name of your company, the city it’s located in and the title of what you do so Google will pick it up. Here’s an example of what we mean:

 

Web Design Victoria | WordPress Websites | IdeaZone.ca

IdeaZone.ca is a full-service web design and digital marketing company in Victoria BC. We specialize in WordPress and e-commerce, as well as provide strategic digital marketing including SEO, PPC, and social media.

 

Provide Easy Homepage Navigation

This one sounds straightforward but after evaluating hundreds of website designs and layouts it really isn’t.

A high bounce rate can be a huge red flag and, typically, means your website’s design is likely too confusing for customers to navigate or information they’re looking for isn’t in an accessible spot. So, make sure your navigational menu clearly conveys the information you want to provide. Always have a button that directs to pages that talk about your company, a button directing to your services or products, and a button that provides the easiest way to contact your company about services; you can even have your company’s phone number and email in the header to make life really easy for customers. The name of each button on the navigational menu are up to you and should fit your brand but the rule of thumb is, and should always be, “simple is better.”

Direction to social media pages is also important. The power social media is huge for providing information, style and adding a brand personality to your company. Customers more than ever are drawn to brands who are active on social media, so make sure to provide them with a way to view your social pages and engage with your personality. The easiest and most foolproof way to provide access is to add an icon to both your header and footer that links to each one of your social media accounts.

 

Distribute an Abundance of Call-To-Actions

Make sure your website is designed with a variety of call-to-action buttons or verbal directions. (This point should be bolded, in all caps, double underlined and have ten exclamation points.)

Your customers will almost certainly lose patience if they aren’t given direction on how to navigate throughout your website or given a reason to stay. “click here”, “find out more”, “contact us for a free quote” are all call-to-actions that sound lame and boring, but they really do work. Have a call-to-action on every page that is related to the product, service or information being provided on that page. This will give your potential customers the ability to find out more if they’re still not convinced they should purchase your product or use your service.

 

Use Clear Images and Practice Consistent Style & Branding

Pixelated images can be one of the biggest turnoffs out there (beer goggles won’t even help). Create and save your images in a high-quality JPEG or PNG format and optimize them for the web so they don’t take an eternity to load. Try this easy-to-use image optimizer.

We recently shared an article on our Facebook page that lists the top free stock photo websites (Pexels.com and Unsplash.com are our favorites). These stock photos aren’t your average, business person in front of a white background, stock photos either! All of the images are professional quality and can be downloaded in a variety of pixel sizes. They’ll give your website an added style that will draw potential customers in.

We can’t forget, “use clear images and practice consistent style” applies to your logos and branding as well. Logos should be clear and the style of your website should be consistent with your branding, and all font(s) should be both clear and consistent and contrasting to the background color of your website. Pink or neon yellow on a white background is a no-go.

 

Make Sure Your Mobile Design is Compatible and Easy to View

Have you ever been on your phone, clicked on a link on Facebook or Twitter, and the company’s web page comes up and you need a Sherlock Holmes-sized magnifying glass to read the text? Yeah, don’t be that company. Instead, provide short and concisely written content that is in a large enough font size for a reader who is even moderately visually impaired. Also, make sure your website’s desktop version and its images are compatible and clear on a smartphone. This way viewers aren’t squinting at the text, finding it hard to focus on the image, or getting frustrated over clarity.

Statistically speaking, this point is more important than ever due to the increasing percentage of smartphone users. Approximately 75% of Canadians own a smartphone according to a study done by Catalyst (click here to view the study: http://catalyst.ca/2016-canadian-smartphone-behaviour/).

 

Finally, an old rule of thumb most website developers like to follow (or should) is the Three-Click Rule. The Three-Click Rule means that most customers will leave your website and go elsewhere if they can’t find what they’re looking for in three clicks. Therefore, organize all of your content so that it’s quick and easy to access in approximately three clicks. If you combine that with the four main points above it will make viewing your website both easy and timely for customers.

7 FREE Online Marketing Tools For Small Business We Use (and so should you)

Being a small business owner means that sometimes we’re a little strapped for budget. And we all know that a great website is the best investment you can make for your marketing.

But sometimes you want to do more than just a website. There are plenty of free tools to help you manage and improve your online marketing. Here are our top 7 completely FREE tools!

2

Canva

What is it? Canva is a free graphic design tool that helps non-designers produce simple, beautiful graphics. It has hundreds of free templates, graphics and pictures, and many others for sale for $1 each.

Why it’s great. We love Canva because it can take care of simple tasks like social media cover graphics, presentations, email headers, even website ads. It’s worth looking into and learning if you don’t have a big budget for graphic design.

1

Buffer

What is it? Buffer is a social media scheduling app that helps you spread out your social media updates. The free version lets you have one profile for each network, as well as ten scheduled updates at a time.

Why it’s great. Buffer finds the best times for posting on each social media channel and posts stuff for you. You can make a Buffer update from any page by using the Chrome app.

3

Google Analytics

What is it? Google Analytics is the standard analytics app by the masters of search, Google. Access your website’s statistics and program goals and alerts to keep an eye on every aspect of your website’s visitors.

Why it’s great. Although it’s a bit complex at first, it’s worth learning how to use this free tool offered by Google. The wealth of information on your website this offers is invaluable.

4

HelloBar

What is it? HelloBar is a simple full-width bar that appears at the top of your website. You can program it to encourage email signups or social shares, or to A/B test emails and pages.

Why it’s great. The top online marketers have been using HelloBar to increase their email signups. The basic functions are free, and if you’re just starting to build an email list, keeping the HelloBar logo is a fair price.

6

Hotjar

What is it? Hotjar is an analytics app that provides heatmaps, usage recordings, conversion funnels, form analysis, polls and surveys, and even live user testing. If you want to look at the specific behaviour of users on your site, it’s a great all-in-one tool.

Why it’s great. The free version offers the basic functions, and they’re enough if you’re just starting out. The data you’ll gather from just the free version is worth the time invested in installing and learning the tool.

LeadIn

LeadIn

What is it? LeadIn is a “lite” version of the well-known inbound marketing tool Hubspot. It all beings with capturing leads with an email address, and you get a database of all your leads and some analytics data.

Why it’s great. If you’re not ready to invest in Hubspot yet (it’s not cheap), LeadIn is the perfect way to get started with inbound marketing. You’ll see how your marketing efforts are working, and you’ll have a nice lead database to start growing your business.

7

Sumo

What is it? Sumo is a free WordPress-based tool for all your online marketing needs. It provides many tools, including email lead capture (smart bar, scroll box or welcome mat), heat maps, content analytics, a Google Analytics integration, contact forms, and many more.

Why it’s great. Aside from the Sumo website being an amazing resource for all things internet marketing, it’s basically an all-in-one tool that does a lot of what many separate apps can do. The free functions are practical enough to be worth it, and it’ll serve you well as a basic, all-around tool as you begin to grow your online presence.

Have any other tool to suggest? Let us know in the comments!

Digital Marketing Tips for Small Business Owner – 2016 Edition

1. Your website better be awesome on mobile – if not, you are losing traffic.

  • In 2015, 68% of Canadians surveyed in this study owned a cell phone. This was up 24% from 2014.
  • 2015 marked the year where more Google searches happened on mobile devices than desktop in Canada (among the USA and other countries)
  • Nearly half of all Facebook users only access Facebook on mobile

Share this Image On Your Site

2. Start tracking the return on your investment.

With the incredible amount of information, tools and data businesses have access to, tracking return on investment has never been easier. Yet, so many business owners have no idea what the return of their marketing investment is.

Calculating your ROI: First subtract all of your advertising and marketing costs from the total revenue generated from advertising and marketing, then divide by the total marketing and advertising cost.

3. Dedicate a budget for digital marketing. Your competitors are.

In case you have been sleeping under a rock for the last two years, companies have been dumping money into digital marketing. Simply because it’s delivering a positive return-on-investment (ROI). Two years to five years ago you would of had an early mover advantage. Now you are behind. Your competitors are spending money on Google AdWords campaigns to show up on search engines, hiring employees to manage social media, running Facebook Advertising to drive traffic and sales on websites, investing in ways to improve how high they rank on Google search result pages, and more….

  • 75% of small businesses said their money spent on digital marketing was effective or very effective.

Many small businesses have no established marketing budget. You think you do not need a marketing budget, and you are right. However, if you are looking to grow your business, keep or grow market share in a competitive market, designating a marketing budget should be a priority. The trouble is businesses don’t know how much to spend. The small business administration recommends a budget between 7 and 8% of your gross revenue. We have created a table below showing different annual revenues and marketing investments of 3% to 10%.

Annual Marketing Budget Matrix

Annual Revenue

3%

5% 8% 10%

$250,000.00

$7,500.00 $12,500.00 $20,000.00 $25,000.00

$500,000.00

$15,000.00 $25,000.00 $40,000.00 $50,000.00
$750,000.00 $22,500.00 $37,500.00 $60,000.00

$75,000.00

$1,000,000.00 $30,000.00 $50,000.00 $80,000.00

$100,000.00

$1,500,000.00 $45,000.00 $75,000.00 $120,000.00

$150,000.00

Monthly Marketing Budget Matrix

Annual Revenue

3% 5% 8% 10%

$250,000.00

$625.00/mth $1,041.67/mth $1,666.67/mth $2,083.33/mth

$500,000.00

$1,250.00/mth $2,083.33/mth $3,333.33/mth $4,166.67/mth
$750,000.00 $1,875.00/mth $3,125.00/mth $5,000.00/mth

$6,250.00/mth

$1,000,000.00 $2,500.00/mth $4,166.67/mth $6,666.67/mth

$8,333.33/mth

$1,500,000.00 $3,750.00/mth $6,250.00/mth $10,000.00/mth

$12,500.00/mth

Other Articles for Small Business Owners in 2016

http://www.inc.com/springboard/5-ways-to-succeed-with-digital-marketing-in-2016.html
http://smallbiztrends.com/2016/01/yelp-small-business-pulse.html

Wordpress SEO Yoast Plugin Meetup

Yoast SEO – Victoria WordPress Events Meetup

Hey WordPressers!

This post contains the slides from the Yoast SEO WordPress Meetup that happened on November 19th. A big thanks to Q College for the space. If you have any questions or comments please post them below.

Useful links 

Victoria Business Directories – A Guide For Local Businesses

When is comes to local SEO it is very important to have many citations of your business information across the web. It is also important that the information across them are consistent. Citations are mentions of your business information. Specifically your NAP information:

Name

Address

Phone Number

Many times these sites will create listings for you. But the information can be incorrect, or incomplete. You should start by establishing your business information on some sort of standards document. This should include:

  • How company name is written
  • Address
  • Local phone number, and toll free number when necessary
  • Short form business description (200 characters)
  • Long business description (200 – 500 words)

You should then Google your business name, go through the first 5-10 pages, and correct and complete all of the listings.

Deciding when to pay for listings – often these sites will have free and paid options. The paid options could give you a higher placement, guarantee page views, etc. Other times they will ask you to pay more of a membership fee, and there will be other benefits. Assess these carefully, thinking of your target audience and the potential reach. Often it is not necessary to opt for the paid option, as much of the reason we do this is for SEO.

Important Listings for Businesses in Victoria BC


Think Local Victoria
Paid – $250 per year (membership)
http://thinklocalvictoria.com

Shop in Victoria
Free/ Paid
http://www.shopinvictoria.com

Victoria Chamber
Free
http://www.victoriachamber.ca/search

Yellow Pages
Free/ Paid
http://www.yellowpages.ca/locations/British-Columbia/Victoria

Shop Victoria
Free
http://www.shopvictoria.ca/businesses

BBB
Free/ Paid
http://www.bbb.org/vancouver-island/accredited-business-directory

Google Places (Google My Business)
Free
https://www.google.ca/business

Yelp
Free
http://www.yelp.ca/victoria-bc-ca

VIATEC
Paid – Membership
http://www.viatec.ca/business-profiles/results

Is Your WordPress Website Performing As Well As It Can?

Is your website just a pretty place on the web, or does it actually work for you? Is one of the primary purposes of your site to attract potential customers and convert them into leads through a contact form, request a quote form, etc? If so you should know your conversion rate, track it on a regular basis, and make attempts to improve it.

A conversion rate, when speaking generally about a website, is they percentage of visitors who come to your site that complete whatever you are trying to get them to do. This is usually calling you, filling out a form, requesting a quote, purchasing something, downloading an ebook, etc. Conversion rates are looked at any level of marketing, from a strategic blog post, to a ad campaign, to a landing page; however, in this post we will be speaking about a general conversion rate for websites.

A sites conversion rate is should be the primary metrics looked at to measure success when doing any marketing initiatives that involve your website.

What is a Good Conversion Rate

Depending on what industry you are in you should expect to see a conversion rate of 1-10%. Now that is a big range, so here are some more specific numbers from a report by WordStream:

  • Median – 2.35%
  • Top 25% – 5.31%
  • Top 10% – 11.45%

The purpose of this post is not to get into how to improve your conversion rate; instead, it is meant to show you if there is opportunity to increase it based on averages.

Finding Out Your Conversion Rate

Ideally, your conversion rate can be tracked through your Google Analytics. You must set up goals for the actions that you consider conversions. For 90% of businesses a conversion is a contact form submission, or a phone call. These actions can both be tracked in Google Analytics, but it needs to be set up.

STOP – If you do not have Google Analytics installed on your website, stop whatever you are doing and do it now. RIGHT NOW. It takes 2 minutes, seriously. Use this article from Google to help you.

If you have Google Analytics, but are not tracking goals, you can still figure out your conversion rate.

Conversion over Total Traffic = Conversion Rate

  1. GET CONVERSIONS – Take a 30 day time period, and figure out the total number of emails/ form submissions on your website. Also take in consideration how many phone calls you think came from people visiting your website (new customer calls). This will give you your total number of conversions.
  2. GET TRAFFIC – If you have Google Analytics installed on your website getting traffic will be easy. If you did not have installed before reading this (because you have obviously listened to me and installed it by now), then you need to either wait 30 days or go to your hosting provider and see if they can give you traffic numbers.
  3. GET YOUR CONVERSION RATE – Now you can divide your total number of conversions by your total traffic and get your conversion rate.

Is There Room For Improvement?

Now that you have your conversion rate you will want to do a few Google searches and see how you stack up against other websites in your industry.

Very often there is. The next thing do do definitely depends on your current situation, but may include a user experience audit. This is where you go through common user journeys and find things that can be improved.

IdeaZone Tip: Each important page on your website should have one primary goal. Whether it is filling out a form for a quote, signing up, or requesting a callback. There should be a clear call to action trying to get users to complete that goal.

In a different post we will go over how to take the next step and improve conversions. If you are interested in receiving a free website audit please click the link below. We will complete a one hour review of your site, and have a meeting to go over it, as well as answer any questions you might have. We will even buy the coffee!

Getting Started With SEO For Your WordPress Website

Search Engine Optimization (SEO) is a controversial and commonly misunderstood marketing tactic. SEO is a very real, and accepted tactic that bring incredible potential to many businesses.

What Really Is SEO?

SEO is not about stuffing keywords into your pages and buying links. It use to be, but if you do that now you will hurt your website. SEO is now about having a good usable website that works for all devices, and creating relevant, quality content that relates to the search terms you want to rank for. Google has an algorithm that ranks websites based on a criteria of over 200 ‘ranking factors’. These range from things like your page speed, to the use of a keyword in your page title (and 198+ in between).

SEO and WordPress

WordPress is one of the best platforms to optimize for when it comes to SEO. Much of the difficult, technical work is taken care of by default when you use WordPress. In addition, there are plugins to help you optimize for many of the important things Google looks at.

The most popular and best plugin is WordPress SEO by Yoast. We install this plugin by default on all websites we build at IdeaZone. We train our clients on how to do it, and offer additional help if they require it.

Getting Started With SEO For Your WordPress Site

So you have a WordPress website and Yoast downloaded. Now what? SEO needs to be done strategically. What is the point in trying to optimize for a certain keyword, if people aren’t looking for it?

Step 1 – Assess your current situation

The first thing I do anytime I am introduced to someone looking for help with SEO is to find out what they are currently ranking for. There is an awesome tool called SEMRush that can tell you what you (and your competitors!) are ranking for. It’s not perfect, but usually catches important keyword. All you have to do is copy/paste your home page URL into the tool, ensure you pick the right country, and go!

Step 2 – Is SEO right for you?

SEO is not right for all businesses, but it is right for many. All you have to do is think logically: would I search for this type of product, service or company on Google? Or is that not likely. Start to brainstorm a list of things you think people would search in Google. Try to build a list of 5-10 keywords at least.

Step 3 – Find out how many people are searching for these keywords!

Google has a tool, called a Keyword Planner, that allows you to find out how many people in a certain geographic location search for a particular keyword monthly. Here is the process to follow:

  1. Go to http://www.google.com/adwords. If you already have an Adwords account then sign in, if not you can sign up for free using a Gmail account (you don’t have to run ads unless you want to, don’t worry).
  2. On the top navigation bar find Tools > Keyword Planner
  3. Choose ‘search for new keywords and ad group ideas
    Keyword planner how-to SEO
  4. Enter one keyword you think someone would look for (ie. web design Victoria)
  5. Enter your home page URL. Google will then scan your page and provide you with other keywords it thinks you could target.
  6. Choose the geographic location you want (we have just chosen Victoria, BC in this case)
    keyword planner
  7. Click ‘Get Ideas
  8. You will now be able to search through ideas Google suggests based on that one keyword and the content on your website. I suggest looking under the ‘Keyword’ tab as the results tend to be more relevant.
    Keyword planner - finding keywords
  9. Start a list/ excel document with the keyword and monthly search volume.

Step 4 – Complete an SEO audit and create a plan

The next step I would take is do a complete review on the state of your SEO, and create an actionable plan on what needs to be done. I am not going to get into explaining how to do this, as it would take a really, really, really long time. And you likely would not be able to effectively do it for the first time. I suggest hiring a professional digital marketer with experience to help you audit and create a plan, and then you can assist with the delivery.

  1. Receive a high level overview of the state of your SEO
  2. Find out the competitiveness of your specific situation
  3. Learn if SEO would be a good strategy to focus on for your business
  4. Get quick wins/ recommendations to improve your SEO

Google’s Mobile Update – What you need to know

In the multi-device world we live in, it’s important to ensure your website is presented well on devices of all sizes. From our experience with small to medium sized businesses, a website can expect to receive 20 – 50% of its traffic from mobile devices. Many North Americans name their phone as their main device to access the web; in fact, mobile searches will exceed desktop searches by the end of the year, Google predicts.

Over the past few years Google has been looking at the mobile experience of websites more closely. Google has recently announced that they will be expanding their use of mobile-friendliness as a ranking signal. Unlike other Google updates that target specific countries, keywords searched, or anchor text, this update will affect all mobile searches, in all countries, for all keywords. This update happened on April 21st, 2015.

Wondering if your website is mobile friendly?

Google has a tool that can tell you:

  1. If your website classifies as mobile-friendly (and thus were not affected by the update)
  2. If your website is not mobile-friendly, it will explain what is not mobile friendly.

There are options for how you build a website that works for all devices. You can have a responsive website, or a separate optimized mobile website. Before April 21st, Google would generally rank websites on mobile phones the same as they ranked on desktop. That has now changed. If your website ranks on the first page for a given search term, you may not rank in the same position on a phone. The extent of the effect will depend on your individual situation and the competitive situation.

 

In 2012 IdeaZone started with responsive design, and in 2013 we made it a standard to build all our WordPress websites using responsive design. We understood the importance and value for our clients.  For IdeaZone clients wondering about their mobile-friendliness please send us a message.

If you have any questions about the mobile-friendliness of your website don’t hesitate to contact us.

More information:

http://googlewebmastercentral.blogspot.ca/2015/02/finding-more-mobile-friendly-search.html

http://moz.com/community/q/google-s-mobile-update-what-we-know-so-far-updated-3-25