Services Include:

Search Engine Optimization

Local Search Optimization

Paid Search Advertising

Social Media Marketing

Website Analytics

SEO and UX are Married After All

wedding rings-SEO and UXFor many years people considered user experience (UX) and search engine optimization (SEO) to be at odds. But do they truly have conflicting goals? I don’t think so. Rather they work together to move a visitor to the chosen conversion(s).

You can have optimized website pages bringing you lots of traffic, but if your site is unappealing, difficult to read or navigate and contains poor content, visitors will leave without converting. On the other hand you can have easy to navigation and fantastic headlines, content and images, but if your website cannot be easily found you will have no traffic to read your great content and convert. Without both UX and SEO, you will have low conversion rates, and that isn’t good for business.

Creating a compelling experience yet optimized website is possible. The key is balance. In fact, the two disciplines often reference each other. For example, Google Webmaster state, “Make pages primarily for users, not search engines.” Here are some steps you can take to optimize user experience and search engine optimization on your website.

Site Speed

Many studies report that visitors expect a site to load within two seconds and will abandon it after three or four seconds. Make sure your site is designed to load quickly. Tied to that is a limitation on the use of Flash and JavaScript. As more people search via mobile phones, this issue becomes more important because not operating systems support Flash, such as iOS.

Easily Understandable

The primary purpose of the site should be easily understood by a visitor. Keep the design and purpose simple instead of overwhelmingly complicated. Clearly explain your product or service and incorporate primary keyword phrases in a way that is natural. Use bullets and bold headings instead of large blocks of text along with proper semantic markup with an H1 tag and subsequent H2 tags for sections containing keyword phrase variations.

Do not be afraid to directly ask a visitor to subscribe to a newsletter, download an eBook or whatever other action you want a visitor to take. Visitors need to know what you want them to do next.

Easily Accessible

Use a clear page hierarchy and navigation structure. Visitors need to easily move around the site and find what they need with a minimal number of clicks. They should not have to guess about where information can be found because they will go elsewhere for their answers. Search indices need to have a crawlable link structure to find all the pages and properly index them.

Anticipate Visitors’ Frequently Answered Questions (FAQs)

When creating a website bear in mind why visitors are on your website and what type of information they are looking for. Make sure the information they most need is available, easily found and of high quality. By doing so, you help both visitors and search engines.

Match Conversion Paths to Buyer Persona(s) and Sales Process

Although it is easy to find the paths people take on your website, the more important issue is why they take certain paths. Collect data about your visitors’ website behavior and create your conversion paths based on it. Sending them on an unnatural path will only frustrate them and lower your conversion rates.

By knowing your visitors’ behavior, you can also incorporate your sales process into the web design. Identify potential problem areas and design the site to prevent them. If you do have a sudden conversion drop, find the most common drop-off points and analyze further. Modify the site based on your new understanding.

These basic steps will help you optimize your website for both UX and SEO. Will there be compromises at times? Sure. However, if you stay focused on your business goals, you will best utilize user experience and search engine optimization in the end.

Video and Your SEO Strategy

Video SEOVideo is an ever increasingly important part of content and inbound marketing. In fact, more than 100 hours of videos are uploaded every minute to YouTube alone by individuals and businesses. Imagine if you add other video-sharing sites and company and personal sites. With such a crowded field, how do you stand out in results?

Whether your goals are rich snippets, conversions, brand awareness or link and social shares, techniques exist to get your videos noticed.

Solve Problems and Provide Information

Cute cat videos are great (like the one below), but few companies benefit from producing them. So how do you come up with video content? Put yourself in your customers’ position. What problems do they face? How can you solve them? What information do they need to better understand your products or services? These questions are a great starting point for creating content that is relevant in searches. Also, look at your FAQ page and customer feedback for more possible topics. The video itself can take many forms, such as an interview, animation, product demonstration or screen views. Be creative.

Organize Videos for Easy Browsing and Indexing

Knowing a site or video-sharing has the video with the information you need is great if you can find it. If not, it’s an exercise in frustration. Use categories and tags to help people find what they need. A long list of videos on your site or a hodgepodge of videos on a video-sharing sharing channel is not conducive to video views. If self-hosting, use separate landing pages so search engines can index each video. Again, think about what keywords people will use to search through your video collection.

Use Interactive Elements

Use interactive elements to create calls-to-action at key points. Such elements capture your viewers’ attention and can drive them to take specific actions. Elements can include social sharing, in-video links, forms, surveys, subscriptions, YouTube annotations and other such CTAs. As technology evolves, the list of possible CTA elements will grow.

Use Relevant Metadata

Depending on where you host the videos different metadata applies. Titles should include keywords. Use relevant categories and tags. If hosted on your website, use hidden tags in the HTML code of your video landing pages, especially Facebook’s OpenGraph tags, Schema.org’s microdata tags and possibly Twitter Card tags. Also, include detailed descriptions of the video’s content. On YouTube, you can create rather long ones and include a URL back to your domain. Add closed captioning on YouTube if you have the time to create your own.

Offer Video Transcriptions

Add transcriptions of your video directly on the pages where your videos are hosted. Not only do they allow people the option to read when they cannot watch but provide indexable content for search engines. Transcriptions can also be used to create blog posts, slide presentations and other content.

Video Hosting

Should you host your videos on your own website or a third-party site? Some experts advise clients to host videos directly on their own sites. Other experts, like Crescent Interactive, advise posting directly on YouTube because they feel the SEO impact is minimal. However, video hosting does not have to be an either/or proposition. Some videos may be best suited for your website, such as conversion-focused ones. You will need to decide between the benefits and risks of the two options.

If you host videos on your own domain, you can easily use rich snippets, send SEO juice to your own domain, keep people on your site and have higher conversion rates. However, videos can slow down your site’s load speed and require additional storage. Also, you risk lower exposure and social shares.

Hosting on YouTube gives the benefit of being on a Google owned video-sharing platform. The potential for exposures and shares is very high if your video is well-produced with great descriptions and strong organization. Video-sharing sites are suitable for top-of-the-funnel (TOFU) videos. Unfortunately, SEO benefits go to YouTube or other video-sharing sites, not to your domain.

So what are you waiting for? Start creating videos and reap the associated SEO benefits. Be creative about ways to reach your audience.

Episode #02: SEO Audit Tools with Joe Beaulaurier

Whatcom Marketing

 

Joe Beaulaurier, twitter.com/JoeBeaulaurier is founder of Whatcom Marketing. Whatcom Marketing specializes in web site development, social media and search engine optimization (SEO) for different industries nationwide.

In this episode, Joe and I discussed SEO Audit Tools. He recently wrote a very extensive comparative blog post at, blog.raventools.com/website-auditor-tools-comparison-2014/

Joe explained that one of the bigger difference between the various audit tools is the ability to create better reports. As good as some of these tools are, without the ability to interpret the information they are not as helpful as they seem.

DeepCrawl, http://deepcrawl.co.uk/ provided great customer support for Joe during the testing process.

Small Business SEO Podcast
Joe mentioned another tool that didn’t make it to the review list: Microsoft IIS SEO Toolkit, www.iis.net/downloads/microsoft/search-engine-optimization-toolkit

Alexa.com has been in the Internet marketing industry for years doing competitive intelligence. Now as an Amazon.com company they have expanded their toolsets.

Contact Joe Beaulaurier
Twitter: https://twitter.com/JoeBeaulaurier
LinkedIn: https://www.linkedin.com/in/joebeaulaurier
Whatcomm Marketing: http://whatcommarketing.com/

Listen: iTunes and Stitcher.

Play

Grammar Matters, At Least on Bing

There’s a difference between being informal and being incorrect. When it comes to writing blog posts, for whatever reason, there seems to be this concept that both grammar and spelling don’t matter quite as much.
SEO Spell Check

Errors happen. Sometimes a typo is an honest mistake or one that’s simply missed by a proofreader. But sometimes errors happen because of sloppy work or a lack of emphasis on ensuring proper grammar and spelling.

The question has lingered for a while now – do grammar and spelling errors affect search engine optimization? There isn’t really a singular answer, but here’s what we were able to compile.

Comments are OK either way: Spelling and grammar errors made by users in the comments section of the post have no bearing on the page rank, says Matt Cutts, the head of search spam at Google. “Just make sure your own content is high quality,” Cutts says in a Webmaster Help video posted in February.

It really matters on Bing: Based on comments made in February 2014 by Duane Forrester, a senior product manager at Bing, it appears that the Microsoft search engine has taken a stronger stance on spelling and grammar errors. Forrester writes: “If you struggle to get past typos, why would an engine show a page of content with errors higher in the rankings when other pages of error free content exist to serve the searcher?”

It kind of matters on Google: Back in 2011, Cutts said that spelling and grammar were not “direct factors” in page rank.  But, it’s not a coincidence that pages with a number of errors are not ranking well as Google continues to push toward quality search results.

It always matters in building trust: Regardless of how Bing and Google judge spelling, grammatical errors are definitely being judged by the people that matter – your potential customers. As Lisa Barone writes, “If you can’t be bothered to pay attention to the quality of your own blog, why would a potential client assume you’ll pay attention to the quality of the work you do for them?”

So, if spelling and grammar aren’t your forte, think about having someone proofread your blog posts before they are published on your site. Copyblogger also posted this extremely helpful infographic, pointing out the 15 most common grammatical errors, which doubles as a quick reference guide.

Either way, make sure that informal language doesn’t continue to mean incorrect grammar on your blog.

Help Users Find What They’re Looking For

In teaching a class this semester on digital media writing, I stumbled across this quote.

“Zen with the fact that your readers are not choosing you because you are great, but because you have something they need.”

The quote is by Brian Carroll, author of “Writing for Digital Media,” which is the textbook for the course.

Isn’t that what search engine optimization is all about? Our goal is to be found because of what we have on the page. And then if our users decide we’re great, that’s an added benefit.

Interestingly though, Carroll places this quote in the middle of a chapter not on SEO, but on page structure and organization and writing for the digital screen.

In other words, if SEO helped get a person onto your site, what have you done on your page to make the information that the person is looking for easy to find?

Think about it. How many times have you typed a phrase into Google and clicked on a search result, only to hunt around and hunt around on the page and not find what it was you were looking for in the first place?  Usually you do one of two things. You either use your Find feature in your browser … or you click the back button and try another search result.

Either way, it’s a frustrating experience. So don’t make your site require a compass for users to find what they’re looking for.

Carroll offers several suggestions to help you help your users find the information they need, including providing clear and consistent navigation throughout the site and writing with simple language. These days, both of those things are fairly commonplace.

But here are some others that we don’t always think about that may be helpful:

Subheads

I’m not sure why we don’t use these more, but as online content producers, we should start doing so. Subheads are a great way to help aid in navigation through chunked content. (It also provides another strong opportunity for a natural keyword insertion.)

Lists

This is another technique that we don’t use nearly enough. I know my classes are tired of hearing me talk about lists, but when used in a strategic way, they can be extremely effective. Also, be sure to think about the length of the list. If it’s too long, your users may not read all of the items, which defeats the purpose.

Shorter Paragraphs

In general, users don’t read pages on the Web, they scan. The best way to help in the scanning process – in addition to the aforementioned subheads and lists – is simply to keep your paragraphs shorter. The extra “white space” between paragraphs is a break for the eye and makes it easier to find things quickly.

By trying some of these tactics in addition to your already well-planned SEO strategies, not only will users find your site, but they’ll find what they’re looking for on your page quickly and easily.

Keep that up, and your users will think you are great.

Think About Quality Over Quantity for Content

contentWe all hear it every day. We need to write more. Blog more. Post more content more frequently – daily if we can. Then promote that content every possible social channel at least once … although twice would be better.

It’s a lot of work. But we do it to make Google happy, right?

Maybe not.

While trying to turn your business into a nearly full-time content factory may seem like the trend these days, the idea of posting lots of content simply for the sake of posting content may actually hurt your search engine optimization (SEO) efforts.

Why?

Google favors content that is rich in quality, writes Maddie Russell of Square Social. In fact, Google has been known to warn those writing “thin content,” or content that doesn’t add value or is replicated elsewhere.

In other words, we should be thinking about quality over quantity.

How do you increase the quality of your content? Here are several tips.

  1. Post less frequently. Yes, this feels very counterintuitive in the content marketing space, but spending more time with the pieces that you write will lead to posts that have more value.
  2. Create an editorial calendar. Instead of posting the first thing that comes to mind, set up a schedule for your upcoming content. Set writing deadlines and identify the publish date of each piece.
  3. Consider adding other forms of content. Because you have decreased the number of blog posts you plow through each month, you now have more time to explore other areas of content marketing, including white papers or e-books. These longer-format pieces can be extremely valuable to your SEO efforts (and your email marketing list).
  4. Research your topics. When you do write a blog post, take a bit of time to do some research on your topic. Has anyone else written anything that you could reference? Linking to other posts is still extremely valuable to SEO, especially if you link to other authoritative sites with quality content.

By putting some thought and time into the content you create – and slowing down on your harried posting schedule – you’ll create pieces that are not only valuable to your SEO, but to your potential customers as well.

Common SEO Terms You Need to Know

SEO Tag CloudAdWords. Anchor text. Backlinks. CPC. CPM. CTR. Conversion rate. Keyword density. Landing page. Link building. Meta description. Title tag. SERP.

Say what? Does search engine optimization (SEO) seem like a foreign language to you? Don’t worry. Learning a few key words (pun intended) can help you understand the basics of SEO and lessen the head scratching as you learn the field.

Below I have collected a few common terms to help you begin to understand the language of SEO:

301 Redirect – Refers to a permanent redirect to another URL. 301 refers to the HTML status code. This type of redirect is generally the best of common redirects and passes most of the ranking power to the new page.

404 Page – These pages appear when a visitor tries to find a page that no longer exists or types in the wrong URL.

AdWords – Google’s advertising platform. Advertisers create ads through keywords or placement methods to have their ads appear in search results or on non-search sites which are part of its Display Network, like NYTimes.com.

Algorithm – a formula for manipulating and displaying information. Search engines use them to construct search engine results.

Alt Tag – This tag is a text description of an image displayed by a web browser when hovering over it. These tags help search engines and the visually impaired better understand images. These tags should always  be included and optimized.

Anchor Text – text displayed for a hyperlink to another page

Backlink – any inbound link to one website from another website.  Backlinks are also commonly called incoming links and inbound links. The higher the authority of the site referring to your site, the higher your site’s ranking will be.

Bounce Rate – The percentage of visitors that visit only one page on a website before leaving the site. Usually a high bounce rate indicates the visitor did not find the expected information or the content or call to action quality is low.

Breadcrumbs – the name for the line of links that show a visitor where he is in a site’s structure

Call to Action – wording used to encourage people to complete a particular action, like “Click here”

Canonical Tag – code inserted to let search engines know that a page is the preferred page to index. This is a common problem when sites have pages with similar content, like product listings. For example, when sorting products  they often result in different URLs. However, it is ultimately the same content. Using canonical tagging lets search engines know which page should be indexed.

Content Management System (CMS) – a software program that allows people to publish, edit and modify website content.

Cost Per Click (CPC) – the amount of money an advertiser pays search engines and online publishers for a single click on its advertisement that brings a visitor to a website

Cost Per Thousand (CPM) – the amount of money paid by an advertiser to a publisher or advertising network for the display of one thousand impressions of a banner or other graphic ad

Click Through Rate (CTR) – CTR is a success metric for an online ad campaign. CTR equals the number of times users click on an ad divided by the number of times the ad was delivered.

Conversion – the act of turning a casual website visitor into a customer or having a visitor perform a certain onsite act

Conversion Rate – the percentage of website visitors completing a specific task on a site

Domain Authority – a widely used metric created by Moz to predict how well a website will rank in SERPs. A 100-point logarithmic scale is used and is best viewed for how a website compares to others rather than a measure of a website’s own internal SEO efforts.

External Link – a link to a second domain

Goals – the measurement of a specific interaction with a website that is set up in Google Analytics

Google Analytics – leading website statistics package for interpreting a website’s performance, such as most visited pages and impact of advertising on traffic volume, among numerous other statistics

Heading – HTML code that allows for control of the readability of a page along with helping search engines know what content is on the page.

Heading Tags – see Headings

HTML – the computer language for the web. Pages containing well-written HTML code load quickly, are compatible with all browsers and understood by search engines.

Inbound Link – see Backlink

Impression – when an ad is displayed on a web page or search result

Indexed – what a website is when it appears in a search engine’s results

Keywords – words a search engine user might type into a search query to find desired results and also used to describe a site or page’s content

Keyword Density – how many times a specific keyword appears on a page in relation to the total number of words on a page

Keyword Stuffing – the inclusion of an unnatural amount of keywords on a website page to increase a search engine results. Such pages are now marked as spam and otherwise penalized.

Landing Page – the page a website visitor arrives at after clicking on a link or advertisement. These pages are optimized to convert visitors.

Link Building – growing the number, quality and relevance links to a website

Longtail Keywords – longer keyword phrases used in search queries. They are more specific searches and are lower in search volume but higher in return than shorter phrases is a site satisfies a query.

Meta Description – These descriptions are short paragraphs to describe what a page is about, including the use of keywords, and to encourage a searcher to click on the link.

Meta Title Tag – see Title Tag

Organic Traffic – search engine query traffic that is delivered to the website via search indexing and spidering (see Spider below), not paid advertising

Outbound Link – see External Link

PageRank – a complex algorithmic scale created by Larry Page and Sergey Brin illustrating a website’s relative importance. When a page with a high PageRank links to another page, Google views it as a virtual endorsement and passes some PageRank to the latter site.

Pay-Per-Click (PPC) – see Cost Per Click (CPC) but often used to describe the specific channel.

SERP – acronym for Search Engine Results Page, the results a search engine returns for a query

Sitemap – a page that details a website’s pages, their importance and the last time they were updated to ensure the pages can be found by search engines

Spider – software program that search engines use for locating and indexing pages and websites. Spiders are often referred to as crawlers, robots and bots.

Title Tag – the main text describing an online document. It is an extremely important on-page SEO element and appears on browsers, search engine page results and external websites.

Unique Visitors – the number of unique people who have visited a website

Now that you have learned a few basic SEO terms, you are in a better position to improve your website’s ranking in search engine page results, thus improving your site’s traffic and visibility. Of course, like any specialized area, there’s a lot to learn, but if you can understand what people are talking about you stand a better chance to advance.

What other common terms would you add to a guide for SEO newbies?

When It Comes to SEO, Do Your Homework

When was the last time someone looked at you with that all-too-familiar scowl, wagged a finger and said to you, “Do your homework”?

Those of you working toward a post-graduate degree, apologies if that example hits a bit too close to home. If you’ve been out of school for a while though, you probably are having flashbacks to days at the kitchen table back home, when you would much rather go outside and play a pick-up game of basketball with your friends than work on that algebra assignment.

But just because we’re not in school anymore doesn’t mean that homework is any less relevant, especially when it comes to things like search engine optimization.

The world of SEO is constantly evolving. Google has changed its algorithms more times than we care to count. What used to be OK to help boost your search ranking can now actually be detrimental.

When it comes to making SEO decisions, you want to have someone who’s done his or her homework on your side. Because some things aren’t always as they appear.

Take, for example, an email I received this week from a very reputable marketing publication. It’s a publication that I’ve visited time and again to update my own personal knowledge base when it comes to content and social marketing.

The email I received displayed an infographic touting the importance of social search. It showed statistics regarding how social likes and shares can be just as important – if not more important in some cases – than “traditional SEO methods.”

I was intrigued. So, I looked down at the bottom of the infographic to see the sources for the data used to create the infographic. I clicked on the URL that I thought looked like it would have the information I was seeking. The date on that referenced post was June 2012.

What’s so remarkable about that? Google announced its new Hummingbird algorithm in September 2013. Unlike its predecessors Panda and Penguin, Hummingbird was a complete overhaul of the way Google searches the web. It increases the importance of the context surrounding keywords, not just the keywords themselves, making it feel more conversational. In a sense, Google is looking to use web content to answer our questions as searchers. (During a conference I attended in October 2013 in Nashville, a speaker discussed Hummingbird and posed an interesting thought – maybe asking Jeeves was the right idea all along.)

Anyhow, back to the infographic. The particular source material that I had clicked on was published prior to the new algorithm. A bit more digging revealed that all but two (that I could identify) of the sources for the graphic were dated earlier than June 2013. None of the sources in the infographic took Hummingbird into consideration, simply because Hummingbird didn’t exist yet.

I dug further. The infographic was beautifully designed by a marketing agency, so I visited the agency’s website. It had originally published the infographic on its blog … in June 2013. Suddenly, it all made sense. This revolutionary infographic that was delivered to my inbox this week was actually published nearly seven months ago.

So, yes, while social search is very important to your SEO, the idea that social search is suddenly more important today than it was yesterday isn’t exactly a true assessment. The infographic was simply a nice visual representation of information that we have known for quite some time and was not, in fact, a fascinating new discovery.

What is the lesson here? First, don’t panic if you see “new research” or “viral content” regarding changes to search or SEO tactics. Instead, look at the information. Check to see when it was published. Ask an SEO professional for help.

In other words – as I do my very best to scowl and wag my finger at you – before you jump to SEO conclusions, “do your homework!”

8 Ways to Leverage Pinterest for SEO

pinterest

Pinterest isn’t just a place to pin pretty pictures. This fast growing social media platform can provide SEO benefits to your website.

Here are eight easy ways to maximize the SEO benefits of Pinterest:

1. Post Unique Content.

Fresh and unique content ranks higher than rehashed or old content. Add interesting photos, videos, graphics and other design elements to capture people’s attention. Don’t forget to pin YouTube videos for a little extra punch. Just be sure that you do not violate any copyright laws because the onus will be on you,  not Pinterest.

2. Optimize “About” section.

With only 160 characters to explain who you are, what value you add and any authority you bring,creativity and brevity are key. You will also want to include keyword(s) for people to find you. Your Twitter experience will come in handy at this point. Also, include a company logo and location. Last, make sure you website is verified.

3. Differentiate your boards.

Many users use default board names. Instead, use descriptive titles with appropriate keyword(s) for your boards to make it easy to understand exactly what it is about. Remember they are skimming the content. Continuing this method in the captions and content. However, avoid keyword stuffing because that tactic backfires.

4. Build backlinks into your content.

Like on your website, backlinks are important on Pinterest. Add relevant links to your website when you create captions and content. Every time your content is pinned or re-pinned a “nofollow” backlink is created. Do not use a URL shortener because Pinterest sometimes flags that as spam.

5. Tag pins with hashtags.

Like on Twitter, hashtags can further help people find specific content on interest, which increases followers and content sharing. If you are doing a cross-channel campaign, use the same hashtag across the board.

6. Use the categories feature.

Using the categories features helps align your brand with a particular niche of people, Again, this technique helps the right audience find you.

7. Include a “Pin It” button.

Make it easy for people to share your content on Pinterest by including a Pin It button on your website, blog posts and other online content. This button functions just like other social share buttons obtaining your brand greater exposure.

8. Build followers.

Just like on other social media platforms followers are important. Build your following by commenting, liking and following people. In other words, be social. Social media is about “pull,” not “push.” The larger your following the better your search engine ranking.

Pinterest-SEO-Benefits

As Pinterest is the fastest growing platform, it cannot be ignored by business for marketing or SEO purposes. With a little creativity, even businesses that are not typically considered “visual friendly” can benefit from using it. These suggestions provide you with a starting point on the SEO benefits of using Pinterest, but the list is not exhaustive. As Pinterest evolves, even more tactics will emerge. Its recent purchase of VisualGraph could prove instrumental in improving search on the site.


What ways are you using Pinterest to bump up SEO for your website? 

Freshen Up Your Website Content

Search engines love fresh content. It’s a search principle that can almost go without saying these days, having become so commonplace in the industry.

fresh contentSo, you blog a couple of times each week. You optimize all of your blog posts’ fields (including meta descriptions), using a proper saturation of keywords to your benefit. You post your blog posts on Facebook, Twitter, Google+, LinkedIn, Pinterest and every other social network you can think of to help improve your search ranking.

That’s all good.

But there’s one crucial piece to all of this that is often overlooked in the chaos of content marketing: The core of your website.

Yes, blogging and social media are extremely important, but your static, permanent pages are important as well. When was the last time you took a look at your site – not your blog, but your actual website – and reviewed it?

As a content strategist, I’ve found that there are a number of areas where a quick spruce-up of the content on your existing website can go a long way toward complimenting your social and blogging SEO efforts:

Spruce up your services: For whatever reason, especially in a business-to-business environment where products aren’t necessarily physical things, we tend to forget that the Services page/menu even exists. How have your services changed? Are you offering new things? Is there a better term (maybe a newer keyword) to describe something that you do? Should you incorporate other keywords into your descriptions? Reorder them on the page or in the menu?

Freshen up your bio: Yes, having consistency across the bios you post on the Internet is a good thing. But are there things you could add? An easy solution is to give yourself (and your staff, if applicable) a questionnaire with some serious (and not-so-serious) questions to answer, and then tack a few onto the ends of your bios. Save the answers that you don’t use immediately in a file to freshen up your bios next quarter. And definitely check to make sure all of your social links are still functioning properly.

Change a word, increase conversion: Sometimes even the change of a single word can increase the conversion on your site, especially when it comes to calls to action. A recent article published by Econsultancy compared a number of A/B tests on CTAs, including one example where changing one word increased conversion by 17 percent. Have you looked at your CTAs lately? Consider doing some A/B testing of your CTAs and email subject lines to see where you could improve.

Add modules to your home page: The ease of posting modules containing your latest tweets or your Facebook likes has increased dramatically over the last two years. Now might be a good time for you to add – or ask your web team to add – those to your home page.

So, before you fret over writing another blog post, give the core content of your website a look. Take a look at your analytics and see where your site visitors are going and make sure you’re putting your best foot forward. You may be surprised at how a few simple revisions can go a long way.


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