SEO is the Student Not the Master in Content Marketing

In the early years of Search Engine Optimization and Content Marketing you could get away with stuffing keywords on a page to “game” the search engines (Google, BING, Yahoo) and it worked. However, there were two downsides to this practice. One, it’s a technique that was eventually discouraged and finally, penalized by the search engines. Second, this technique flat out sucked for the visitor/reader. Anyone actually reading a “wall of repeating text” stuffed with keywords wasn’t going to hang around long and probably wouldn’t want to do business with you. These were the Dark Ages of Content Marketing when SEO was the master. Eventually, search engines got wise to what was going on and adjusted their algorithms.

Not everyone made changes and some flat out refused to adjust their tactics. This was certainly to the detriment of their lead generating activities. If you’ve read online for any amount of time or, you are trying to attract and engage with prospective customers online you’ve (hopefully) adjusted your strategy over the years.

In a recent post by Mark Schafer he says, “I made a decision at the beginning of my blogging career to write for readers and NOT write for SEO.” And this got us thinking.. is their some seismic shift in content marketing? Or, some new standard for writing for the web?

We aren’t in complete agreement that we should NOT write for SEO. Rather, we’ve thought that SEO should be moved from the role of a strict master to that of a student. In other words, when we write, write with SEO in mindnot strictly for SEO (like the old days) AND write for your visitor/customer.

If we take the approach of SEO as student in content marketing there are several benefits:

  1. We are mindful of changes that need to be made to content marketing and strategy due to changes by search engines
  2. We keep the needs of our prospective customers in mind as well.

Was SEO ever the master? Or, always the student? Let us know what you think in the comments.

Rob Ainbinder, Why People Click CEO, to Speak on Google AdGrants for Nonprofits at NCTech4Good Conference, June 4, 2016

Rob Ainbinder CEO & Founder of Why People Click, will speak at the NCTech4Good Conference, June 4, 2016 in Durham, NC.

Ainbinder’s session, “Google AdWords Grants for Nonprofits” will give nonprofits enrolled in Google AdGrants, a “blueprint” for setting up, monitoring and measuring their Google AdWords Grant. Rob’s session is based on his upcoming book “Google Adwords Grant Blueprint” and his firm’s Google AdWords Grant services.

Google Ad Grants is the nonprofit edition of Google AdWords, Google’s online advertising platform. Google Ad Grants empowers a nonprofit through $120,000 per year in-kind AdWords™ advertising grant, to promote your mission and initiatives on Google search result pages. Typical results of utilizing this grant includes: increases in web site visitors, newsletter subscribers, donations and volunteers.

About NCTech4Good Conference

The NCTech4Good Conference brings together nonprofit professionals, businesses, and volunteers to collaborate, innovate, and explore ways to use technology to advance the mission of nonprofit organizations.

The Conference features a full day workshop and a day of pre-selected sessions, spontaneous sessions, and many opportunities to network. It will:

  • encourage technology innovation in your organization;
  • help solve technology challenges you face; and
  • connect you to fellow do-gooders with whom you can share ideas, resources, and solutions.

About NCTech4Good

NCTech4Good is the regional network for sharing knowledge about technologies that can advance the mission of nonprofit organizations. This sharing occurs during monthly meetings on the third Wednesday of the month, 6:30-8:30 p.m., and the annual conference. Join the group at the Meetup site.

NCTech4Good is supported locally by the N.C. Center for Nonprofits, Public Information Network, Inc.We’re an NTEN: Nonprofit Technology Network Nonprofit Tech Club and a Net2Local group.

About Why People Click

Why People Click is a digital marketing agency that helps small to medium size businesses and nonprofits increase their effectiveness in reaching the right person at the right moment. We develop and implement marketing strategies that deliver results and increase customer satisfaction. On the web at www.whypeopleclick.com

Why People Click CEO to Speak at XY Media Group’s “Dad 2.0 Summit” in Washington D.C.

Rob Ainbinder CEO & Founder of Why People Click, will speak at XY Media Group’s DAD 2.0 SUMMIT, February 18 – 20 at the Mandarin Oriental Hotel, Washington D.C.

Ainbinder will speak as part of a panel “The Signal and the Noise: Standing Out From The Crowd” aimed at helping blogging dads in attendance more effectively serve their audience and enable them to reach their goals amid a crowded universe of individual publishing platforms.

The conference attracts dads and brands from all over the country and internationally. This year the conference has registered over 400 attendees.

DAD 2.0 SUMMIT, started in 2012, is a conference where marketers, social media leaders, and blogging parents connect to discuss the changing voice and perception of modern fatherhood.

More men are defying stereotypes by taking active roles in their children’s lives, making day-to-day household purchasing decisions regarding products and services, and chronicling these experiences online. The Dad 2.0 Summit is an open conversation about the commercial power of dads online, as well as an opportunity to learn the tools and tactics used by influential bloggers to create high-quality content, build personal brands, and develop viable business models. To learn more about the summit please visit www.dad2summit.com

About Why People Click

Why People Click is a digital marketing agency that helps small to medium size businesses and nonprofits increase their effectiveness in reaching the right person at the right moment. We develop and implement marketing strategies that deliver results and increase customer satisfaction. On the web at www.whypeopleclick.com

About XY Media Group, LLC

XY Media is the leading interactive agency that specializes in connecting brands with today’s men and fathers.  It’s our mission to promote positive and authentic images of modern fatherhood, while helping brands connect with dads via authentic messages, memorable engagements and thoughtful relationships. We care about fatherhood because we are dads ourselves. And we believe that any story about marketing to adult men is a story of today’s dads. On the web at www.xymediagroup.com

Understanding Google Analytics: Website Goals

Understanding Google Analytics Website Goals

We have so much data on the web, almost all of it available for free, that we dive into the data ocean hoping that magically awesome things will follow. They never do.

― Avinash Kaushik, Digital Marketing Evangelist - Google

If you're a business owner, marketing manager or, agency owner this blog post is for you. Do you "not quite" understand Google Analytics reports? Maybe your eyes just glaze over at the sight of any of those dashboard reports that mysteriously show up in your email every month? Or,  you find yourself  scratching your head as something like this stares back at you when you log-in?

Google Analytics Report

The challenge is that your business is going 100 mph forward and this is a look in the rearview!
In fact, every single report IS a look back. So, what's the point? Collectively, some of this can help make decisions going forward.

Do You Have Website Goals Defined?

In Google Analytics go to Conversions > Goal Report. Are there signs of life or, do you get this?

Google Analytics Website Goals Not Defined
Aww, website goals aren't enabled. 🙁

If you are seeing this screen, stop here. Go back to your web designer and ask for at least one goal to be set up. In many cases, it's just a matter of tracking a meaningful action that is already happening on your site. This goal could be something like:

  • a contact form submission
  • e-mail submission
  • whitepaper download
  • newsletter subscription
  • donation
  • e-commerce order confirmation

Once your web designer has setup the goal on your site and in your Google Analytics, you'll begin to see a report like this. In Google Analytics go to: Conversions > Goal Report

Google Analytics Report defined

Now we are on to something! And if you see a screen like this, congratulations! You are on your way to some meaningful information.

All Website Goals Aren't Equal

It would be helpful at this point to mention that all of your web site goals aren't equally important. But, how do you know? By taking steps to define them and integrate them into a measurement frame model you can tie this into different types of priorities. The steps to developing website goals include:

    1. Identify the business objectives upfront and set the broadest parameters for the work we are doing.
    2. Identify goals for each business objective.
    3. Write down the key performance indicators.
    4. Set parameters for success upfront by identifying targets for each KPI.
    5. Identify the segments of people / behavior / outcomes that we’ll analyze to understand why we succeed or failed.

In our next post we'll break down these steps into some meaningful ways to measure.

Maybe you'd like some help implementing a measurement framework model, or goals?
Take a look at our Google Analytics service page.

Finish line image: Flickr user jayneandd
Measurement modelAvinash Kaushik

Contact Us

We'd love to chat with you!

Your Company Is On Google Maps, Now What?

You recently attended a Google sponsored “get on the map” event. You worked with the facilitator to get your company verified and on the map and you now have a Google My Business page.  You might be in one of the following situations.

  1. What should happen next?
  2. What was left out of this event?
  3. I have a problem that couldn’t be addressed.
  4. What more can I do ?

What Should Happen Next?

As was alluded to by your event facilitator, continue to update your Google My Business page. Are you seeing comments and shares of your updates? Are you having some challenge with coming up with ideas/content to share with your customers? It can be challenging and sometimes, additional help can save you time, money and help with increasing likes, comments and sharing of content.

What Was Left Out of This Event?

What wasn’t mentioned at this event is that there are other map services that don’t receive information from Google. These are additional sources of listings for your company. Interested in seeing what that looks like? Check out this report.

I Have a Problem That Couldn’t Be Addressed

There are some things that couldn’t be addressed during the event. This isn’t anyone’s fault. Maps can be tricky things and it’s just the nature of the beast. Somethings that may have not been address are:

  • Images of my business are incorrect
  • My map location in Google doesn’t match what I know locally.
  • My map location doesn’t match what it on other map services (e.g. MapQuest)

For any of these issues, we can often help. To find out more, contact us.

Qualified Remodeler Ranks Internet Marketing 3rd, Houzz & Angie's List Leads Lower

Image from Qualified RemodelerImage from Qualified Remodeler

In the November issue of Qualified Remodeler the publication ranks the percentage of revenue by lead source. In the ranking the top 3 sources by revenue were:

  1. Repeat business
  2. Referrals
  3. Internet Marketing

Rounding out the Top 5 Sources of leads by revenue were:

  1. Home Shows
  2. Canvassing

In addition, the article goes on to state the "biggest opportunities include: increased business from Internet marketing".

If Internet marketing isn't in your top three are you utilizing any of these tactics?

Local SEO
Adwords PPC
Online Display advertising

If not, consider contacting us to help you.

The article originally on Qualified Remodeler.

Should You Trust Your Domain Registration to Your Marketing Agency?

As a business owner you have plenty of responsibilities: taxes, payroll, sales, marketing… the list goes on. So, when someone from your marketing agency is working on website for you they may register a domain name for your company.  Should you let them do it? What are the issues that may arise if they do? Can you register the domain yourself?

Let’s take a look at each of these questions:

  1. Should you let your marketing agency register your domain name? It depends. If they are registering it on your behalf and will list you in the registration as a contact you probably should let them do it. A better idea is that they register it for you and  then transfer it to you immediately.
  2. What are the issues that may arise if your marketing agency registers your domain name? We’ve seen a variety of issues arise. Sometimes the agency has some kind of wacky agreement that you have to buy the domain name from them at some hyper-inflated price. Sometimes the agency won’t release the domain ever. And other times the agency will transfer/release the domain name to you.
  3. Can you register the domain yourself? Absolutely, there are lots of options. Our favorite is Namecheap

The important thing is that you get real clear information about the domain name and what happens if you part ways with your agency. There are very few reasons why an agency should hold your domain name hostage.

Differentiate Your Real Estate Business with Real Estate Copywriting

Buying content can be tricky.

There is no question that Real Estate professionals are some of the most time pressed of any occupation.  What do you need to reach new clients and how can you differentiate from your competitors? How can you market effectively in a time efficient manner? We’ll explore some ideas around this topic including some risks of a popular $20/month platform and other approaches.

There is no question that interesting, engaging and unique copywriting is a tremendous benefit to your real estate business. When this content is posted on your blog, shared across social media and in email newsletters it can keep your clients and potential clients interested in you and near top of mind when needing to sell and/or buy a property.

What are your choices for real estate copywriting?

  1. Do nothing.
  2. Subscribe to a $20/month content service.
  3. Get your son, daughter, niece or nephew to write something for you.
  4. Write something yourself.
  5. Hire someone to write for you.

What are the benefits/risks of each option?

  1. If you do noting: We’ll you probably aren’t really serious about growing your business.
    Benefits: none
    Risk:
    Your competitors and potential clients may not see you as viable.
  2. If you subscribe to a $20/month content service: As a time pressed real estate agent you decide to subscribe to a $20/month service that supplies the same articles to each agent but, adds your profile picture and web site link to the side.
    Benefits: Quick, easy and inexpensive
    Risks: Big Google no -no,  as even Google has said
  3. Son, daughter, niece/nephew write for you: Sure, they might turn out some decent copy.
    Benefits: Low cost option. Maybe be produced quickly.
    Risks:
    Will they borrow from Wikipedia or,  worse yet.. another article and risk your professional reputation or, that of your website? Meeting a deadline might be an issue.
  4. Write something yourself: As busy as you are (or, would like to be) do you realistically have the capacity to write a monthly 300 – 400 word, original content piece that meets the needs of your current and prospective clients?
    Benefits:  If you are a writer, that’s great.
    Risks: Over time will you tire, miss a deadline or, quit all together?
  5. Let us write for you: We’ll leverage our combined experience to write content for you that connects with both buyers and sellers.
    Benefits: On time, original, appeals to buyers and/or sellers.
    Risks: Very little.

If you need a newspaper column, blog post, Active Rain bio or,  other thought piece we can supply you with whatever copy you need. Contact us about your next real estate copywriting project.

 

 

What is Behavioral Advertising and How Can It Help Me Reach New Customers?

What is Behavioral Advertising

Our behavioral advertising solution is a great place to begin and will secure you the undivided attention of a precise audience or demographic group. Millions of people visit their favorite websites, read blogs, play games, or post updates on social network sites daily.

Do you know exactly which people are likely to prefer your brand? Do you know when, where and how often they go online?

Behavioral advertising combines third-party “Big data” sources to predict the precise online locations where your brand and your target prospect intersect. With behavioral advertising you spend marketing and advertising dollars more carefully, while improving results because your digital ad campaign is more focused.

Behavioral advertising is a precise and powerful digital advertising technique. We find audiences or select prospects based on their most recent activities, including websites visited, search terms used and general browsing habits. Our behavioral advertising solution connects you to some of the richest, most valuable audience data. As a result, campaign goals are maximized while minimizing the amount of wasted budget.

Behavioral Advertising Technique

The technique of behavioral targeting delivers advertisements to audiences who are actively seeking your offering or have a history of visiting websites of a similar content or topic to your product or service.

Behavioral Advertising Maximizes Budget

Behavioral targeting is a simple yet powerful online advertising method that generates very

Behavioral Targeting Categories

There are numerous behavioral targeting categories with which to choose. Ranging from Arts & Entertainment, Personal Finance, Style & Fashion, we offer the behavioral targeting category to meet your business goals and objectives.

Want to Learn More about Digital Advertising?

Check out our introduction to digital ad types.

Have more questions or, like to walk through the options? Get in touch with us.

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Photo: Mark Hunter

What is Site Retargeting Advertising?

What is Site Retargeting Advertising

Site retargeting advertising displays ads on websites to the audience that has previously visited your website but, didn’t buy or take a desired action. When these visitors leave your site and visit another site they are shown a display ad for your site. If you’ve ever felt that a website/ad is “following you around” that is an example of retargeting, maybe a little overzealous retargeting.

In short, site retargeting does the following:

  • Serve ads on other websites to past visitors who visited your website.
  • Messaging encourages past visitors to purchase or, take another sales generating action on your website.

Why is Site Retargeting Advertising Important to a Digital Ad Campaign?

Online retargeting is one of the most cost effective and best strategies to use to convert site abandoners or lost prospects. In order to drive prospects to convert (donation/lead acquisition), we need to reach them at multiple touch-points throughout their decision-making process.

Dynamic Site Retargeting Advertising: Single Ad, Automatic Personalization

Every prospective customer is unique, so make each ad impression count with our dynamic retargeting ads. Our dynamic retargeting ad technology displays personalized ads in real time to match a customer’s interests and needs.

Dynamic retargeting brings your web visitors back with deals and offers that match up with what they were searching. Sell your entire inventory from a single dynamic ad. Our personalized dynamic ads are created in real-time for each site visitor. Each potential customer sees the most relevant dynamic ad at the right moment in time.

Want to Learn More about Digital Advertising?

Check out our introduction to digital ad types.

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