The functionality and design of a company’s website is a crucial element in its success. You may have done all the work to optimize your content and be more easily found on search engines with keyword research, consistent blogging, etc., and that’s great. But, you must also consider the first impression your visitors receive when they land on your site in order to really see results in the long run. In this infographic, learn how visitors approach your website, what they focus on, how they interact with your content, and the importance of usability in on-site optimization.
Successful advertisers make it a practice to consistently measure the performance of their campaigns. In order for you to build a successful online marketing plan, you must have a sense of what drives regular people to become converted into new customers. Unfortunately, analyzing this data isn’t always cut and dry. The lines start to get blurry, especially when analyzing the performance of campaigns that use non-brand search terms.
In fact, a recent study conducted by the popular travel brand lastminute.com, showed that non-brand searches were largely undervalued in regards to tracking conversions. At first glance, generic search terms may seem to offer a low ROI. Something to consider, however, is that once a user visits the site and learns more about the actual business posting the non-branded ads, they are more likely to become a repeat purchaser further on down the road. This consumer behavior is not easily calculated by a tool that measures click-through rates and conversions resulting immediately after.
Searching for weekend plans on your office PC, browsing businesses near you when you’re killing time downtown between meetings, browsing news stories on your tablet at your local coffee shop – Does this sound like you? It probably does, if you’re one of the 90% of people who move between mobile devices and desktop computers to browse the web on any given day. Technology is changing the way that consumers behave, and for advertisers, only the savvy survive. Thankfully, AdWords is making it easier for you to manage your accounts and display your ads to the on-the-go, multi-tasking customers out there today.
Everyone who has a website uses a URL structure that is inherent to their site. You might not have even thought about your URL structure before, but did you know you could actually be penalizing your site if you do not have this structure done correctly? It can cause click-through problems, pages to be left out of the search engine index, and even people getting lost on your site! To avoid some very disruptive errors, follow these few short tips to make sure your structure is correct.
Content is an all encompassing word; but at heart it is shorthand for pieces that demonstrate knowledge and authority in your field. A content audit, therefore, analyzes how you deliver your expertise to the outside world and how far it reaches. Performing this necessary step in your content’s journey helps you make decisions about not only the right mix of content that you can provide, but also what the best mix is. Think of it like putting dinner on the table according to the tastes of your family rather than reading the recipe off the box. It’s a tailor-made analysis based upon real-world observations that can make your efforts more effective in the long run.
There aren’t a lot of audits that make you feel better about yourself, but being able to start fresh or reset what you’re doing definitely re-energizes your company. Knowing how to effectively conduct a relatively painless content audit requires learning from people who have done it before. Let’s explore the steps you should take to analyze your successes and failures and move forward with your content marketing.