One link-building tactic for sites with deep pockets has been to pay bloggers to review your offerings.
A recent Guideline issued by the US FTC may impact on how this kind of “advertorial” can be used in blogs and websites. In particular payments may have to be disclosed:
The FTC will require that writers on the Web clearly disclose any freebies or payments they get from companies for reviewing their products. The commission also said advertisers featuring testimonials that claim dramatic results cannot hide behind disclaimers that the results aren’t typical.
http://www.msnbc.msn.com/id/33177160/ns/technology_and_science-tech_and_gadgets/
Some important facts:
- 85% of searches are more than one word.
- 25% of searches are completely unique and have never been seen before (4+ keyword phrases). [Source: Udi Manber Google's VP of Engineering]
- Analysis of eCommerce conversion rates are that 38% of sales come from 4 word phrases, and 21% come from three word phrases. However three word phrases have much higher traffic volume. [Source: Oneupweb Study]
Three word phrases are the keyword sweet spots, that deliver business, because they right mix of volume and conversion.
Relevancy is what delivers conversions….
Note: Conversion rates exclude “brand” searches, where single word phrases still delivery high conversion.
I recently presented at the Marketing Secrets Evening in Sydney in conjunction with Step Change Communications. This particular slide seemed to resonate with the audience.
Ask: Where does search marketing sit in your marketing funnel?
Marketing Funnel for SEM
Any SEM professional will tell you that it’s important to maximize the click thru rate of your PPC campaigns. I often explain this in the context of Google (and other search engines) striving to make the results more relevant for their end users – the searching public.
However there is a more fundamental reason. By using the CTR in determining the placement of adverts, Google also maximises its revenue in a given time period.
Compare these bids:
- Client A bids $1.00 and has a CTR of 2%. If Client A’s advert is served 1000 times then the total revenue is $20
- Client B bids 50c and has a CTR of 5%. If Client B’s advert is served 1000 times then the total revenue is $25
You can see from Google’s revenue perspective its better to serve Client B’s adverts more often and in higher positions, even though the bid is lower!
Relevancy! Relevancy! Relevancy!
The traditional non-social website is dying from the relentless force of the constant stream of rich information from the social networks. Where next?
Key points:
- News is social. It no longer being reported by journalists, now it comes from everyone.
- Entertainment is on-demand. You decide what to see and when to see it.
- Information is targeted. Starting with geo-targeting… you will be in control of of the information that flows your way.
- Information is smart. Instead of reading 5 different articles on the same topic, you will be presented with one.
Where is Everyone?
This chart gives an overview of where search engine users click.
I’ve often seen this for the first page result, but this chart includes Page 2 as well. I use it emphasise the importance of a 1-5 ranking on the first page. And if you can’t get a 1-5 ranking on a particular phrase, then niche it down further!
Yesterday I was asked to explain to a complete novice, what’s involved in developing a web strategy.
Here’s my answer. Web Strategy 101:
1. Understand what your customers want. What and who influences their decisions? What motivates them?
2. Know what you want. Above all understand the brand “positioning” you want in the market.
3. Search marketing is fundamental to success. Understand the search keywords that you want to own, and those that you need to own. Make sure your brand positioning is reflected in your keyword strategy.
4. Decide where online marketing fits in your marketing and business model, in particular your marketing and sales funnel.
5. Create a landing page to test your key messages. Test your keywords using Adwords. What keywords create “conversions”? Modify your keyword plan.
6. Plan a persuasive online experience, tied directly to your sales/marketing funnel.
7. Determine the right balance for your brand, between search-effective site design, and the persuasive experience you’re creating. You can have both.
8. Create your persuasive website. Use a Content Management System (CMS), and make sure its Search Engine Friendly (SEF).
9. Use a site structure that works with (not against) your keyword strategy.
10. Make sure every web page on your site serves a purpose, and leads to some action by visitors.
11. Make sure every web page on your site is attractive to search engines. Every page should be mapped to your keyword strategy.
12. Test the effectiveness of the site in converting visitors to customers using Adwords. Measure and adjust.
13. Start your link building strategy. Start and participate in online conversations, that refer back to your website. Monitor your in-bound links from quality topical websites.
14. Develop a Content Strategy (really this should have been part of your original plan!) Use your CMS to add new search-relevant content.
15. Monitor your search rankings. And adjust your website copy and other factors to get better rankings, particulary for high conversion keywords.
16. Understand your Analytics program, and adjust your website to maximize your conversions.
That’s it.
It is claimed that the prospects for growth of a company can be established by one key metric. – NPS
What is interesting is that the large bulk of relatively engaged customers are not counted at all: only those that are evangelistic either for or against you!
Companies obtain their Net Promoter Score by asking customers a single question on a 0 to 10 rating scale: “How likely is it that you would recommend our company to a friend or colleague?”. Based on their responses, customers can be categorized into one of three groups: Promoters (9-10 rating), Passives (7-8 rating), and Detractors (0-6 rating). The percentage of Detractors is then subtracted from the percentage of Promoters to obtain a Net Promoter score. A score of 75% or above is considered quite high.
How can you use your online strategy to create “evangelists” for your business?
Net promoter score – Wikipedia, the free encyclopedia
I love this quote from the single most important book in marketing: Positioning by Al Ries and Jack Trout
PS: Who owns the mindset for that brown drink?
