Once you’ve completed your Meta Title the next thing is to write your Meta Description; together, these are what you see when Google returns search results; the Title is the blue link and the Description is the words beneath it – and they are critical for your B2B marketing.
Continue reading “How to Write Meta Descriptions that Add SEO Juice to Your B2B Marketing” »
People often ask me why their emails end up in junk or spam folders, even when they are using a reputable service such as MailChimp or AWeber. The reason is actually quite simple…
All email clients (Outlook, GMail etc.) have spam filters. You are also able to install a third party spam filter on top of your existing spam filters. So, you can install a spam filter into Outlook, or even into your mail exchange (where email is handled). Continue reading “Email going to junk or spam?” »
The simple answer is marketing. Marketing to a bunch of people who are prospects, existing customers or other stakeholders.
Who typically controls the website in a company? IT. What does IT know about marketing? Nothing. Does IT need to control modern websites? No. Can sites now be edited and updated by non-IT people? Easily.
Does anyone need to control your site? Absolutely, it is your public window to the world and needs careful managing. Who should control it? The people responsible for marketing. Responsible for the messages you are putting out into the world.
It’s way past time that IT was pushed aside. And remove probably the biggest bottle neck in your marketing.
More on Website for Lead Generation here.
Google Analytics is contained inside a Google Account. Each Google Account can contain up to 40 Google Analytics “Accounts“.
Inside an account you can place varying websites. These are called Properties. You can store websites, applications etc here.
For each property you can setup multiple Profiles. Profiles are ways of filtering user segments. For example, you can create a property that only shows mobile visitors, or a property that filters out your own IP address etc. Continue reading “Setting up Users to a Google Analytics Account” »
The words in your Meta Title are the most important words on your website. That’s right – unless you get this right you are handicapping your lead generation efforts.
Continue reading “How to Write Meta Titles that Add SEO “Juice” to Your Lead Generation” »
There are plenty of self-styled SEO gurus out there who claim to hold the secrets to the SEO universe. We’re only in interested in lead generation because that’s what makes your business money, so let’s look at some techniques that will increase traffic and leads.
Continue reading “What Lead Generation Secrets would an SEO Guru Reveal to you?” »
Understanding how Google works is the least you can do to start improving your online lead generation. It’s not that difficult but there are a lot of misconceptions.
It always amazed me how Google could return search results in a fraction of a second (even if you don’t have a high speed connection and a fast PC), and how it could search the entire Web returning relevant results, all ranked in order?
The secret? Google doesn’t search the Web.
They just search their own database.
Google’s Crawlers
Google’s web “crawlers” (“spiders”/”robots”) automatically copy the content of websites into their own (rather large!) database. They then analyse the content and determine how relevant each page is to the search terms (Keywords) that people type in.
So the Google crawlers copy all the latest content on your page and store it in their database. This content may be old, if you haven’t updated your site recently.
When Did Google Last Come to Your Town?
To find out when Google last visited your site, type your company name in and search; then, in the relevant result, click on the word ‘Cached’ after the URL appears. This shows the page Google currently stores and when they last visited you.
Your goal with SEO is to make them visit you more often. If your content never changes, they won’t have a reason to come back.
This is why, for any business looking for a sustainable B2B marketing strategy that maintains good rankings, you need to regularly add high quality content to your site.
Read more about Lead Generation here.
We still sometimes get asked to explain SEO to businesses and happily do so because, without it, an online B2B marketing strategy is not going to get very far.
There are thousands of millions of web pages online with thousands created every hour. How do you achieve any lead generation from all this competition? How will potential clients find your site in this rapidly-expanding sea of information?
Search Engine Optimization
The cold, hard truth is that if you don’t know anything about Search Engine Optimization, prospects searching for you won’t find you and you won’t get any leads from your brand new, great- looking, expensive website that you thought was going to be the answer.
Search Engine Optimization (SEO) is the process by which you deliberately optimize each page of your website.
Why? So that when your VIPs (Very Important Prospects) are searching for services like yours, they will find you before your competitors.
The Dominance of Google
Essentially, SEO is the process of making your website more relevant in the eyes of Google and therefore featuring higher in search results.
In most countries, for B2B marketing, Google is by far the most dominant search engine. The techniques to optimize for Google are very similar to those for the other engines and will work there as well.
If you want prospects to find you, you need to be towards the top of the first results page—in the top 10 results. The simple fact is that the higher up you are on the results page, the more people will click on your link.
A ranking on page one of Google will greatly increase the traffic to your site. People don’t and won’t sort through the thousands of entries that come up in their search. Most of us rarely even go to the second page.
So you need to aim for the top, that much is clear; watch out for our other posts on SEO, which help show you how you can get there.
Find out more about SEO with Lead Generation here.
SEO is a long term thing. It is not something that you can easily chop and change. It takes a long while to get to page one of Google for almost any keyword. This is why Lead Creation does it up front and alters these phrases only slightly as they progress through the project.
The highest value terms to your business are those terms where someone types into Google exactly what it is you do – they therefore click, and call you because they have found what they’re looking for. We find that balance between High Value and Traffic.
Long tailed keywords (longer phrases) are more valuable to you; lower competition and more exact as to what you provide. Shorter phrases have higher traffic, but are more general.
Say that I have a Pizza & Pasta restaurant in Crows Nest, Sydney. Here are some alternative keywords and their traffic:
Now, although Pizza Restaurant has very high traffic, someone in Melbourne might be searching it, what is the value to you of ranking? Nothing.
Pizza Sydney is closer. But again, what is the likelihood that you’re ranking for something of use? If someone in Liverpool is searching it, it’s useless for you to rank.
The highest value keyword here is the middle one, because it is exactly what you do, who you are etc. and has some considerable traffic. Pizza Crows Nest has 720 searches per month.
So, you see, you shouldn’t automatically go for the very broad, high traffic keywords. Aim for the lower traffic more exact keywords that are going to transpire into business!