Friday, July 28, 2017

Building ROI-focused SEO strategies: A framework

How can we, as SEOs, do better for our clients? Columnist Chris Liversidge has his own framework for mapping SEO strategy down to hard-dollar impact.

Running into my tenth year at the helm of an independent performance-focused digital marketing agency, I still — when discussing pain points with prospective clients — see a remarkable number of SEO strategies that are, at best, decoupled from business performance, and, at worst, totally unengaged with wider business performance.
Google’s Avinash Kaushik writes excellently on a customer-centric framework for thinking about how individual digital marketing channels can feed into a unified strategy that ultimately drives new customer growth: surely the key goal of any business.
Failing to employ a framework such as Avinash’s “See Think Do Care” (STDC) framework — or indeed, Google’s Micro-moment mobile variation, which explicitly uses the STDC framework for KPI measurement — is surely not planning for success in 2017.
So how can we, as marketers, do better for our clients? I have my own framework for mapping SEO strategy down to hard £ (or $) impact.

Start with growth: Kill brand!

Before thinking about attribution or STDC, let’s consider SEO fundamentals. If we include brand terms in our assessment of performance, we are looping in all sorts of other marketing activities which we should not be taking credit for. So: filter out brand.
How do we achieve that in practical terms? Google Search Console allows you to quickly and simply filter based on terms or partial terms, like a simple REGEX function. So, great! We can simply run exclusions based on the simplest version of our brand term, and we are done.
Or, not quite.
We only have 90 days data from Google right now. So, either we use a handy TARDIS to go back in time and collect the last year’s worth of data to do a year-on-year comparison to smooth out growth variation due to market seasonality… or, we accept we can’t run year-on-year with brand filtering until this time next year (or more precisely, in 360-90=270 days time). Of course, this is assuming we consistently export and stash Search Console data for our own analysis.
By the way, if you need a hand with that part, I’ve written about exporting Search Console data before.
Even with no TARDIS-delivered historic data, we can at least take the last 90 days percentage brand rate and remove an equivalent percentage from the organic traffic coming into our website as a starting point for the current generic performance delivery.
From there, we can measure the improvement in total click volume from generics over time and apportion that across ongoing organic traffic performance. This will essentially measure incremental improvement from our start date that is delivered by generic term performance improvement.
Step one, complete. We have objective measurement of overall improvement in organic performance excluding brand. That means any remaining performance improvement comes from activity you would expect to find in a solid SEO strategy: content adjustment, ranking improvement, SERP click-through rate improvement, etc.

Take it to the bridge revenue

Now that we have a moving objective view on organic performance, we can map back to revenue in our analytics package of choice. I’d like to assume all sites have well set up, fully tagged, e-commerce enabled (or revenue-attributed) event tracking in place. If that’s not the case, take an action and get on it!
Mapping to revenue should then be easy. Next, we should take into account any costs you are incurring with your agency. A simple ROAS — (Revenue – Cost) / Cost) — approach is to take our generic-only tracked uplift and compare it back to your agency cost at whatever rate you wish. Typically, it’s worth assessing this weekly or monthly. Higher frequencies are useful for higher spends.
More useful, however, is to move beyond ROAS to true ROI. To achieve that, you need to know your average profit margin for revenue sold. Doing this to the category level is usually enough to start focusing your keyphrase strategy in the right areas — where ROAS looks good, but low margins means ROI is negative.
So in simple terms, think of your ROI calculation as (Profit – Cost) / Cost, a subtle but important difference required to ensure you are driving profitable growth.

Finally: Build in attribution

At this stage, you are exporting web analytics data that is showing incremental organic improvement mapped to generic growth, and you are looking at reporting that maps from keyphrases to their revenue delivered with an ROI calculation on top to show if you are picking the right battles.
Now it’s time to improve our accuracy by removing our SEO silo and allowing ourselves to fit into the full, multi-channel, customer conversion path.
In simple terms, the aim now is to pick an attribution model that most closely matches your typical customer conversion path, and apply it. You can get a sense for that by looking at the MCF report in Google Analytics (or using API export and analysis in Adobe). You can tweak the session analysis period to reflect if your product typically enjoys a fast STDC process, or a multi-month STDC path.
A typical model that works well is a blend of time decay and position-based, which you can mock up as a custom model.
And of course, if you are on the Google stack, you can also take advantage of their newly announced free AI attribution analysis tool.
If you are serious about attribution accuracy, there are limitations to Google’s approach: It doesn’t easily ingest non-digital marketing data silos to reflect the true attribution picture, and of course Google Analytics (not to mention Omniture) are built on sessions rather than customers. So there is an approximation there.
If you want to get serious about AI analysis that is truly granular to individual customers, then you have just shown interest in my favorite topic, and I’d be glad to chat about the latest tech in that area — and indeed, that seems like a good subject for future columns!

Final thoughts

The above approach, which doesn’t require cost-prohibitive solutions, is a very solid framework for achieving objective SEO performance measurement, mapping that measurement to insight, and integrating the wider customer journey using sensible attribution choices. It’s fit for all but the largest businesses and will give you insight that’s leading edge about where to focus your SEO efforts.


Thursday, July 27, 2017

How Social Media Is Changing the Way Businesses Conduct Customer Service

Social media has become more than just a networking platform. They’ve become an ecosystem where friends, family, consumers, and brands interact with one another at lightning speed. In this age of hyper connectivity, brands are slowly realizing the potential of social media when it comes to providing customer service.
According to a study by Lithium Technologies, 70% of Twitter users expect a response from brands they interact with online. The same study also revealed that 50% of those users expect the response within the first hour. The need for a prompt response to customer inquiries has skyrocketed over the past few years and brands need to step up their game.
Today, consumers are quick to share their sentiments—whether it be negative or positive—on social media. Brands need to develop a more agile strategy that allows them to moderate these comments without damaging their reputation.
Image result for social media customer service
Because customer support through social media is still an emerging trend, not a lot of brands have expertise on the topic. Consumers, however, understand the power of social media and they use public posts as leverage in order to get the response they deserve.
Once unanswered questions and unaddressed concerns queue up on a brand’s social media page, their reputation is sure to take a hit. This shows the explicit need for brands to quickly allocate energy and resources in improving how they provide customer support through various social media channels.
Negative consumer sentiments shared online can hurt a brand’s online credibility. What makes them even more dangerous is their viral element. Each post has the ability to reach millions of existing and potential customers, giving brands often undeserved bad publicity.
For brands to come across as more responsive and approachable to consumers, they need to have a community manager who can focus on providing prompt and adequate responses to customer inquiries.
Aside from responding to messages being sent in by customers, community managers also play a key role in establishing a better relationship between brands and their target audience. They are also responsible for developing a more relevant tone that resonates with customers.
Once a brand figures out the right tone to use on social media, they can easily communicate with their audience in a more organic way. This tone helps brands stay consistent to the image they want to project to their target audience.
Staying on top of customer support requests are made easier by automation tools that can be integrated into social media platforms such as Facebook and Twitter. Chatbots can perform basic inquiry ticketing to help community managers address the most urgent inquiries first. Both social media sites are already conducting experiments and studies that can further improve the reliability of chatbots.
Image result for social media customer service chatbots personality
Using sophisticated machine learning and AI technology, these chatbots are also being trained to engage in more natural-sounding conversations with customers. The better these chatbots perform, the more they’ll be able to help brands increase customer satisfaction.
Given the cutting-edge tools and accessibility of websites like Facebook and Twitter, providing customer support through social media has never been easier. The rising trend in customer support through these platforms is bound to change the way brands establish a relationship with their customers and target audience. When used properly, social media can help brands give customers a more pleasurable experience with their products or services.
Social media is becoming one of the most accessible channels for conversations between brands and consumers. Whether brands are ready for it or not, social media will become a place where consumers will express their thoughts and grievances regarding their experience.


Wednesday, July 26, 2017

How to Create a Digital Marketing Strategy for Your Startup

Launching a startup is exciting for entrepreneurs, especially in this day and age where technology has made doing business easier and more efficient than ever before. Technology has opened up a ton of marketing methods that allow you to sell your products and services and build your brand. These days, a startup may be able to bypass traditional marketing tactics via print and TV but most will need to utilize a digital marketing strategy to reel in and retain customers.
If you have noticed the term “digital marketing” being used more often recently, it's because this is the engine that drives today’s businesses, big and small. Digital marketing uses digital technologies, mainly on the Internet, but also mobile phones and other digital mediums to reach customers. According to Google, companies that use digital marketing strategies have 2.8 times better revenue growth expectancy than those that don't. This is because customers rely heavily on the internet when it comes to making purchasing decisions.
With all the opportunities that exist online, startups should be asking the following questions: what are the digital marketing activities that require low investment but let you reap maximum benefits, and how can you create a digital marketing plan for your startup? Here are some useful insights to help you in creating a digital marketing strategy that will bring you closer to your goals.  

Establish Brand & Web Presence

Image result for brand
In creating a digital marketing plan, it is crucial to define a category for your product or service and map out its key benefits. Ask yourself this, “who is my customer and what exactly should they buy from me?” This is a necessary step in order to structure the right look and feel for your brand, from the name, logo, URL address, and others. You can then apply it to your digital marketing strategies.
Next is to establish your web presence. At least 80 percent of consumers use the internet to make their search for information more convenient. Create not just a functional website for your brand but also one that is accessible in multiple platforms including smartphones, tablets, and Smart devices.

Blog, Digital PR & SEO Marketing

Part of digital marketing is promoting brands and services through one or more forms of electronic media. This means you will need a rich blog site, a Facebook fan page, and a Twitter account at a minimum. Some businesses even create an Instagram account. These channels allow you to regularly communicate with your customers. Whatever it is you share on your profile, your followers will see, increasing brand visibility and retention.
Blogging should also be part of your plan. Around 53% of marketers say that blog content creation is their top inbound marketing priority. Why not, when it is one of the best ways to increase traffic to your site. To further support your web presence and social media activities, you will need to plan out your digital public relation efforts, which include techniques like crowdsourcing. This will allow you to monitor your online reputation.
Digital marketing won’t be complete without incorporating search-engine optimization (SEO) and link building strategies. The main goal is to top the rankings in the search results when a customer types in keywords associated to your business. Early-stage companies should start with the on-page optimization of their site. Combine it with a strong social media presence, an engaging company blog, and strategic keywords and you’re looking at a plan that has a high potential for success.

Online Advertising for Greater Exposure

Image result for your ad here
Lastly, your digital marketing plan should include the development of an effective online advertising program. Startups can take advantage of Google AdWords since it’s cost effective, flexible, and results-oriented. It is also highly-scalable, as it allows you to measure traffic to your site. You will know in real time what is or is not working for your online business. Thus, you will be able to find immediate solutions to improve your results.
Technological advancement has enabled more consumers to rely on handheld devices, web searches, and other online tools to make purchasing decisions. In today’s startup industry, you need to be competitive for your brand to be a hit. Get into the trend with digital marketing solutions. If you are not the strongest marketer, you can hire a professional outside of your organization.


Tuesday, July 25, 2017

6 Ways to Increase Brand Loyalty on Social Media

How to Use Social Media to Increase Brand Loyalty 
If you want your social media marketing to be effective, you need active, engaged, and loyal followers.
Social media follower counts are a distraction. Don’t focus on this.
Brand loyalty is what really matters. This will naturally ensure long-term engagement on social media.
Fortunately, there are several strategies that can help you build customer loyalty and enhance your brand’s online image.

Why Brand Loyalty Matters

Loyalty matters more than follower numbers. Here are a few reasons why:
  1. Resistance to competition. In today’s highly competitive market, brand loyalty is incredibly hard to come by. Consumers have multiple options accessible, making it easy for you to lose them to competitors. Follower numbers may increase new followers’ perception of your brand, but it’s the loyal followers who add real value eventually.
  2. Enthusiasm and engagement. A thousand loyal followers are worth far more than 10,000 indifferent followers. Loyal followers are more likely to interact with your posts and create meaningful conversations. Real engagement is more valuable to your online image and SEO than follower count.
  3. Advocacy – Loyal social media followers are high potential brand advocates. They’re very likely to talk about your brand positively, even without persuasion. The right social media campaign can turn several loyal fans into invaluable messengers spreading awareness about your brand.

How to Increase Brand Loyalty on Social Media

If your aim is to aggressively cultivate loyal social media followers who will advocate your brand on your behalf, the first thing to consider is your content and social media management strategy.

1. Create a Smart Social Media Strategy

You can’t rely only on your advertising, marketing, and sales strategies to carry you through social media because each platform comes with its unique opportunities and intricacies.
Social media marketing has moved beyond the simple acts of posting and interaction to include advertising, marketing, lead generation, selling, and support combined.
It’s essential to create a social media strategy that includes a cohesive plan for PR, SEO, and link building and prospect mining to keep up with your competition.
When focusing on brand loyalty, ask what value you can create for your fans on social media. The answer you come up with needs to be powerful enough to inspire your fans to be loyal. It’s a good idea to research your competition when creating your social media strategy.

2. Share Quality Content

To inspire brand loyalty on social media, you need to share valuable content or useful content with your followers.
The way you present your content and the formats you choose also matter. In terms of metrics, quality content is what will give you the most ROI – shares, likes, comments, and click-throughs.
Visual content gets noticed and shared more via social networks, so it’s important to factor them in when planning your social media content. Use infographics, videos, screenshots, graphs and visual aids where possible, to make your content more striking and memorable.
Also, ensure that your content is branded, with your logo, colors and chosen typography consistently used on everything you share.

3. Find Your Voice

Followers want to interact with real people, not bots or automated content. Ensure that you don’t sideline personal interactions as something to do when you have time.
Prioritize personal interactions and use them to show fans your personality. The warmth will keep your followers coming back for more interactions with you.
Some brands use common values and interests to connect with people. For instance, if you enjoy baseball, you can make the occasional baseball reference on your social posts, or talk about current events, news related to it.
Cause based social campaigns are another way to connect with your audience and their values.
Join us at the US Search Party 2017 enter today!
US Search Awards are always a major hit & last year's winners have realised significant benefits through their wins! Enter to see the same results!

4. Be Consistent

People associate others with their strongest personality traits. That’s what you remember about people and that’s what lingers on your mind. As a brand, it’s important to create and consistently display favorable personality traits to build familiarity among people.
These traits can be expressed through content sharing and conversations you have with people. If your routine includes blog content promotion, answering questions related to your industry and commenting on other people’s shares, each of those tasks should be completed in the same voice.
For instance, ‘Life Is A Game’ blogger Oliver Emberton, rose to fame through his Quora answers, his distinct style of answering questions, with great visuals.
Quora screenshot

5. Answer and Acknowledge

People want to be acknowledged. If you consistently respond to their queries with useful, detailed answers, you can earn their respect. This is probably what you will notice if you look at the historic footprint left by any social media influencer.
You don’t have to limit answers to your fans. You can expand your exposure by finding questions asked by anyone, and answering them.
Use keywords related to your industry as search queries to find questions and respond to them with precise and concise answers. Remember to acknowledge any responses you receive and see the conversations through.
Narrow is one Twitter automation tool you can use to find the right people to interact with.

6. Quid Pro Quo

Your followers are most certainly creating content of their own and participating in conversations, possibly related to your industry. You can use social media monitoring to find them and share them, if they are share-worthy. By doing this, you not only earn the loyalty of those followers but encourage other followers to share content related to your brand.
Another great way of managing relationships with followers is through Twitter lists. Add followers who have similar levels of engagement with your brand in Twitter lists, and visit your lists once a week to interact with them.
Finally, don’t forget rewards. The right rewards for the best of your followers can be powerful in earning their loyalty. Many brands have loyalty programs to extend to the best of their fans.


Friday, July 21, 2017

How to Use Whatsapp to Generate More Sales

Since launching in 2009, WhatsApp has become one of the most popular ways for people to communicate with each other across the globe. Today, the mobile app's active user base is second only to its parent company, Facebook, with over 1.2 billion people using it to send messages and share data every month.

Social network sites ranked by number of active users (in millions) as of April 2017

For most users, WhatsApp is a chatting application for casual conversations between friends and family. However, the app also has a lot of potential for doing business.
Here are a few reasons Whatsapp makes a great business tool:
  • Easily send brochures, catalogs, e-books, images, and videos.
  • Get customer feedback by using WhatsApp as a survey tool.
  • Send alerts and notifications about sales and events.
  • Accept sales inquiries
  • Receive payment from purchases instantly.
  •  Direct engagement via phone calls.

Getting Started With Whatsapp

Perhaps one of the reasons behind WhatsApp’s popularity is its advertisement free experience. However, the lack of advertisement opportunities has caused business people to believe that there is no revenue to gain in WhatsApp.
The thing is there are no media to invest in or ad space to purchase, and you most certainly can’t get away with spamming people you don’t know.  Fortunately, there are still a number of ways to make the app a useful business tool. Here's how to get started:

1. Build a Phone Database

Image result for people using whatsapp
The one thing that can stand between your messages and your target audience in WhatsApp is their phone number. Without a phone number, you cannot send messages to prospective customers which means you'll have to earn their contact invitation.  You can do this by offering something of value to catch their interest, such as a special promo, a free service, or a free item.

2. Establish User Loyalty

Take advantage of WhatsApp’s extremely loyal users. The group lists on Whatsapp have shown more brand loyalty than any other social media groups. Couple this with a friendly and personal brand persona, and you will be able to develop a great reputation with your target audience.

3. Be Quick on Your Feet

WhatsApp has an amazing 70 percent open rate, which means that more often than not, your target audience is online and will see your messages. If you receive an inquiry, you must respond promptly. The worst thing you can do is establish a massive phone list and fail to reply to your customers.

4. Create Quality Content

You'll have to stop thinking of WhatsApp as a mere chatting application. That being said, you must ensure that you deliver top notch quality content. Similar to how you would advertise on Facebook, Instagram, or Twitter, your WhatsApp ads must adhere to your brand’s style and format.
WhatsApp is a very direct and personal app, so it pays to make sure that your brand is represented by a friendly persona to engage with customers. Like any other social media platforms, you'll have to prioritize your target audience to get the most out of it.

Reference :

Thursday, July 20, 2017

Why WordPress is the Last CMS You Should Opt For

WordPress is one of the most, or even the most hyped content management systems ever. It is favored by many people and there are some really good reasons for it to be so well-liked. There is no doubt that a lot of clients opt for WordPress because one can work with WordPress for free. This is surely a very strong ‘pro’ WordPress argument. Moreover, WordPress offers its clients a number of interesting possibilities due to the elaborate system of plugins. So, with WordPress, you can create a lot of things ranging from a simple blogging site to a unique website or sophisticated online store.
However, when you are about to launch your own site and are looking for the best solution, you should be aware of the problems you may face if you start working with WordPress.

1.  First and Foremost WordPress is a Blogging Platform

The first thing to know about WordPress is that it was created as a blogging platform. The company doesn’t like to admit this fact but it is true. So, you should understand that WordPress is not a full featured CMS. To make your WordPress website perform some complicated CMS functions you are supposed to add various plugins. There are a number of them but there is no pre-built all-in-one solution here.

2. Plugin System

WordPress has a plugin system they are proud of. It means that you can create a site of your own and make it functional by adding different plugins. You can do whatever you want; there are more than 40, 000 plugins to choose from at the moment.
The plugins are created by a wide range of WordPress developers. The problem is that the entry barrier is extremely low.  It means that the professional level of a person who adds his/her plugin may be not high enough.  As a result, plugin conflicts are common within WordPress. So, one has to be extremely careful with adding plugins because they are developed by different developers with different level of coding knowledge. You may face a serious problem resulting in malfunctioning of your website.
The only alternative to using plugins means programming the functionality yourself, which means, at the very least, you need a reasonable knowledge of php.

3. –°oding Knowledge is Necessary

There is one more detail you should take into consideration. If you are a newcomer in the world of web development, you are certainly searching for an easy variant with little or no coding knowledge involved. In this case, WordPress is definitely not the way to go. You do need to know what it takes to get a site online with this platform. Of course, it may be even interesting to learn something new, but only if you have time for it. If there is no time you’d better find all-in-one website builder with a ready-made template. The market is full of vendors that offer the solutions, requiring no coding.

4. Never Ending Updates Story

The plugins used to run your WordPress website need constant updating. Of course, the digital world can’t go on without updating, it is absolutely necessary. But in the case of WordPress, updating becomes a constant source of irritation. Each time you login there is a probability you need to update something. The worst thing about updating is that there is no guarantee your site will be working properly after the next upgrading session. If you don’t have a website administrator and you are doing all the work yourself you will have a lot to do.

5. WordPress Sites are Slow

If you want your site to have more than the default functionality, you have to add a lot of different plugins to perform multiple tasks. But do not forget that the more plugins you add, the more the site is slowed down.
Besides that, if you need a lot of images for your site the problem is aggravated, as they make it even slower. To add to this, if you are not experienced enough to pick a template with no extra functions, you risk ending up with a disastrously slow website. Your prospective clients are not likely to be very happy with this situation.

6. WordPress is Not Really User-Friendly

As a beginner, you may find the learning curve for WordPress rather steep.  It will take you a good while to figure out how the things work here. Unfortunately, they are far from being intuitive. Previous experience of web development will be quite helpful in this situation. But if this is your first attempt to become more intimate with web building, it could be hard work.

7. Not All WordPress Themes are Responsive

In the contemporary world full of digital devices you automatically expect that your visitors will be able to access your website using any kind of screen. This is not always the case with WordPress. Regrettably, not all WP themes are mobile-friendly. So, you should be careful and make sure you find a responsive theme. The same is true about plugins. Not all of them are responsive.

8. Lack of Security

Unfortunately WordPress sites are an easy prey for hacking. The security system used by WordPress is not sufficient, so it is too simple to hack your page. If you are concerned about the secure future of your website you should give give this a lot of consideration. There are things you can do to protect a WordPress site, but, again, they require some coding knowledge.

9. No Real Technical Support

WordPress does not provide any direct technical support to their clients. There are community support forums where you can ask for help from other WordPress developers, but there is no guarantee you will get a solution to an issue. There is also a WordPress Development StackExchange forum, but again there is no guarantee of an answer. You will probably find yourself spending a lot of time searching the web for answers.

10. SEO Problems

WordPress is able to help you a lot with staying visible to other Internet users. But to achieve this result you need to deal with more plugins. So, you depend on the plugins again. Moreover, be aware of the inconvenience of duplicates and confusing sitemaps created by the WordPress tagging and category system. It may lead to the situation when you will have multiple versions of the same content.  You can cope with the problem easily if you have some idea of coding. But if do not, it is something to look into.


There is no doubt, WordPress is a good solution for an experienced web designer. But if you are trying to create your first website yourself, you may find this platform somewhat confusing and troublesome. The plugin system makes the things even more complicated for a beginner. Moreover, though most basic themes and plugins are free, you are still supposed to pay to get high-quality plugins and support. Taking into consideration all these facts, you might want to think twice before opting for WordPress.


Wednesday, July 19, 2017

5 Tools That Will Make Your SEO Life Much Easier

5 Tools That Will Make Your SEO Life Much Easier 
This post was sponsored by SE Ranking.
Working with hundreds of clients and projects on a daily basis, digital agencies and SEO professionals with a lot of projects spend an enormous amount of time estimating, developing strategies, analyzing, and reporting.
Simultaneously, the business has to grow, generate leads, and develop customer loyalty. And, of course, make more money.
How in the world can you make all of these things happen while making your clients and teams happy at the same time?
Certainly, there are many ways for agencies and SEO pros to increase their revenue and customer loyalty regardless of whether it’s generated through new technologies or via enhanced internal processes.
Working close with agencies, though, we’ve identified five of the most common pain points they are struggling with:
  • Finding solutions on how to personalize and enhance relationships with their clients,
  • Finding new ways to generate leads.
  • Building better value proposition.
  • Accelerating strategy execution.
  • Creating more accurate forecasting.
Automation, new widgets, and tools are often the cure for the problems.
Below is a collection of tools and options that can help with reaching these objectives to the best satisfaction of all parties involved.

1. Generate More Qualified Leads Using Lead Generator Widget

Lead generator is a great tool that helps attract qualified leads using instant SEO audit as an attraction.
It’s a widget (or a webform, if you will) installed on your website that provides your potential clients with a detailed report on how well their webpage is optimized for a certain search query.
In exchange, you are getting their contact information along with their report ending up with a “hot” lead and a list of their problems at hand to start the conversation going.
There are some widgets on the market to choose from.
SE Ranking offers this option within their top plans. It looks very sleek and can be customized to reflect your unique brand styling.
PR and Digital Marketing Agency
The popped-out form:
PR and Digital Marketing AgencyPR and Digital Marketing Agency
Here is how easily (as simple as 1-2-3) you can customize and install the webform and start generating leads today:
Step 1: Select the widget type and install it: choose the form, the color, the budget, the text and where you want to place it on a site.
Lead Generation
Step 2: Add a small piece of the HTML code to your website pages.
Lead Generation
Step 3: Get alerts on new leads and convert them into your potential clients.
That’s it!

2. Build Trust & Personalize a Client-Agency Relationship

White Label is quite a popular option in SEO platforms as it is aimed at presenting your SEO services as your own technology. Not all of the SEO platforms offer White Label as part of the subscription. So, look for services like SE Ranking that has this option within their pricing plans.
The value of White Label in building trust and credibility with your clients is indisputable. With minimum development work, you can use your domain or subdomain to provide personalized SEO services to your clients. Let’s look inside the system to see how it works, using SE Ranking as an illustration.
By employing White Label option, you can customize the system to reflect your own interface and login page, change the header and footer of your own domain and adapt the look of email templates to fit your agency styling.
The reports you’ll be sending to your clients will look like they’ve been generated via your own SEO technology. Moreover, all your SEO reports can be sent via your own SMTP server.
Lead Generation
It is easy to add and manage users with custom access to other SEO features like rank tracking, backlink monitoring, website audit, etc. There is never a hint of connection between your agency and SE Ranking and since the platform is cloud-based, there are no hosting or maintenance issues.

3. Use Marketing Plan to Speed up Estimation & Enhance Accuracy

Regardless of how many times you’ve provided the estimation and developed a strategy for your clients, more often than not it takes an arm and a leg to create a document that’s both impressive and accurate.
What if you could automate this process and come up with a personalized plan built based on the best practices in the field – with the simple click of a mouse?
Tools like Marketing Plan from SE Ranking do just that.
Lead Generation
Automating the estimation and preliminary strategy within the initial stages of your sales cycle effectively cuts the time it takes to execute while ensuring accuracy.
Also, the beauty of it is in how easily you can customize the plan, add your points, get a complete list of tasks, and disperse these tasks among your team members. It’s like a mini project management tool at your fingertips with an SEO twist.

4.  Develop Ambassadors Using Top-Notch Reporting

Beautiful, detailed and comprehensive reports are the base of making your customers happy and thus, loyal. It’s also the most painful part for agencies since reports take so much time to develop.
Using reporting tools in an SEO platform makes this tedious task so much easier.
For example, the Report Builder from SE Ranking helps create professional reports and impress even the most demanding clients. You can add a personalized look to your reports by adding your logo and contact info in the header.
Additionally, make them easily accessible with the option to download them in different formats: .pdf, .xls, .html, .csv. You can send and get reports automatically to selected e-mails on a regular basis.
Lead Generation
Lead Generation
The tool works in a manual, automatic, or scheduled mode. A nice touch is the Drag and Drop. These modules help make your SEO reports look comprehensive and elegant.

5. Budgeting Is a Science – Treat It Accordingly

Forecasting and the estimation of your SEO potential is a crucial puzzle piece for generating greater revenue while simultaneously making your clients happy.
You can still use Excel files and guess how much return on investment you might get from your SEO efforts. Or, you can use tools such as SEO Potential from SE Ranking to forecast and justify your budgeting.
This feature uses a sophisticated formula to predict the results of your SEO investments.
For example, by using this tool, you can easily predict how many clicks your client can get based on their search rankings. Alternatively, assess the expected traffic volume, quantity of clients and traffic cost via Google AdWords. You can then generate the reports and export them into different formats to present them in detail to your clients.
Lead Generation
In the modern business environment, making more money is not just about increasing your rates or advertising budget. It’s also about value proposition, business processes, and technologies. These are the factors that really affect the bottom of the funnel in the long run, as well as the overall health and business efficiency of your organization.
Using platforms such as SE Ranking, which offers basically everything that you need to successfully operate your digital agency or provide freelance services, might help eliminate unnecessary clutter and complexity while helping you grow a prosperous business and long-term client relationships in the tough field of digital marketing.


Tuesday, July 18, 2017

The Simple Way to Manually Deactivate WordPress plugins

Plugins and themes on WordPress can occasionally interfere with each other and prevent your login page from loading, which will prevent you from accessing your website’s backend. In most cases you might even get nothing but a white screen. The solution in this case is to access the database associated with your WordPress site using phpMyAdmin and deactivate the plugins manually.

1. Access to the Database

To start troubleshooting first we need to login to our cPanel and click on the phpMyAdmin icon in the Database Tab. Enter your administration user name and password if required.

2. Access your WordPress Database

After you are logged into your database, click on your database name from the menu on the left side. (Please note, for this tutorial we are using theGem as our database name. Yours will be different, in most cases it is your site or business name.)
Click on theGem (your database name) and then wp_options.

From the wp_options table, you will need to search for your theme, files and plugins to temporarily deactivate them to troubleshoot the issue.

3. Searching for Various WordPress Options

The first search needs to be for an option_name. You will enter template in the search bar for option name. This should retrieve the template entry in the database.

From here, you will delete the text field and enter your original default theme.

The second search should be for the stylesheet. In this search, you will enter stylesheet in the option_name section and press enter. This will show the results of your stylesheet. Enter the default theme name in the option_value textboxt to reset to default.

The third and final search is for installed plugins. This time the value to search for is active_plugins. A long threaded bunch of letters, numbers, and symbols should show in the value field for active_plugins.

Erase this command and press enter. The option_value for the plugins should now be empty. This makes all the plugins disabled on the WordPress site.

4. Checking the WordPress site

After completing the first three steps, your WordPress site should load. You might need to refresh the page in order to see it. From this point, you will be able to go into the plugins sessions of your WordPress site and find where the conflict is. This will allow you to adjust the plugins and themes and make sure that the site loads properly.
This solution works well whenever you cannot get your WordPress site to load at all. It could either show as a blank page or simply load continuously. Make sure to complete all three of the searches within phpMyAdmin to reset all of the possible conflicts. The first two searches help to reset the theme and the third helps to deactivate the plugins.


Monday, July 17, 2017

7 Reasons You Should Redesign Your Small Business Website in WordPress

7 Reasons You Should Redesign Your Small Business Website in WordPress
Your website serves as the digital storefront for your business. If it doesn’t look appealing, load quickly or even have a mobile version, customers are going to keep walking. Many small business owners rely on their website to bring in a steady stream of leads and educate potential customers on what they offer.
Related: 5 Steps to Take to Start Your Small Business Blog Today 
However, when it comes to designing and developing a website, most of those same small business owners think they can’t have all the bells and whistles that larger businesses have. But that’s not true. Why? Meet WordPress.
WordPress is a free platform that powers the back end of your website. It’s commonly referred to as a “content management system” because of its ability to let you easily create and organize all of the pages and media you upload to your site.
Interested in learning why it’s the best option for your small business’ website? Keep reading . . .

1. You’ll be able to start using your website as a blog.

If you’re using a separate website to host your blog or, worse, have no blog at all (at least yet), switching your site over to WordPress will quickly solve that problem. Not only is the software incredibly easy to operate (adding new pages/posts literally takes seconds), but it’s the perfect platform for blogging about your small business.
Simply set up a page on your site dedicated to your blog (just call it “blog” or some catchy name that plays off your brand). Then you can start adding posts to that page. A blog is your easiest and most effective way to continuously add new content to your site and keep customers up-to-date with your business.

 2. WordPress constantly updates itself for safety and security.

Instant updates mean you can be confident your website’s security is always up to date and aligned with the best, most current policies. While some other content management systems might require you to manually check for updates or may be slack on performing maintenance, WordPress does the work for you.
You can sleep soundly knowing that your site will automatically update, and knowing, too, that WordPress will keep working to better its system and make things more secure for users and visitors.

3. WordPress is open source.

"Open source" simply means that developers are able to contribute to WordPress’ software in the form of plugins, themes and updates. How does that benefit you? The system is constantly improving and getting better, and a new addition doesn’t cost you a cent. You can reap all the benefits of these improvements without paying for them.
Related: With Open-Source Software, You Don't Have to Start From Scratch

4. WordPress is SEO friendly.

SEO, or search engine optimization, refers to the idea of making your website more searchable by engines like Google and Yahoo. While mastering SEO can take some investment of time WordPress offers ways for business owners to optimize their site in the easiest ways possible. Check out the free Yoast SEO plugin, which shows you step-by-step how your content ranks and where there’s room to improve.
Related: Top 7 Things You Don't Know About SEO

5. WordPress is no newbie.

This CMS is swimming in familiar water. It’s been around for more than ten years so it’s safe to say it’s a sure thing. While WordPress (like any CMS) isn’t perfect, it’s pretty much problem-free. Over the years, its engineers have had time to work out those little kinks and improve, aging the system into a timeless CMS that all levels of web developers have come to love.

6. Coding for WordPress is standard for any web developer.

A lot of small business owners hire a web developer who then builds a complicated website that no one else can manage. That’s all well and good if you never need to change your website again -- but that’s rare.
One of the reasons WordPress is so great is that it’s become such a popular choice any web developer knows how to code for it. Whenever a problem pops up that you can’t fix, or you decide to redesign your website's look, any developer will be able to get the job done.

7. Having a WordPress website puts you in good company.

Yes, WordPress is “every guy’s CMS.” That being said, its capabilities extend far beyond the basic ones; and some of the biggest companies in the world use WordPress to power their sites. How big is “big”? The New York Times, Mashable, TechCrunch, and Inc. (to name a few).
WordPress is great for small businesses because it has everything you need to create a visually pleasing, fully functional, scalable website, and it also offers endless possibilities if your business or budget grows down the road.


Friday, July 14, 2017

SEO Vs. PPC: How to Make the Right Choice

Most successful online businesses typically aim to make maximum profits. To reach this goal, these businesses greatly rely on SEO (Search Engine Optimization) and PPC (Pay Per Click) to drive traffic. The more people that visit your site, the better your chances of making sales.
Both SEO and PPC advertising offer profitable result. However, there are many notable differences between the two, thus choosing the right one for your campaign is vital.
In order to choose, you need to first understand what they are and why they are different.

Why Choose SEO

Image result for search engine optimization benefits
SEO stands for Search Engine Optimization and as its name suggests, it targets organic search engine results. Before choosing to market your business with SEO, here are a few things to factor into your decision:
  •  It’s free
  •  80% of website traffic comes from search engines
  •  Getting to the first page of search engines mean sustained traffic.
Keep in mind that since SEO is a free strategy, the competition will be extremely fierce. You won’t be the only one utilizing SEO, so you'll need to up your game. Improve your website’s functionality and aesthetics, as well as be consistent with your posts.

When to Choose SEO

The right marketing tool to use strongly depends on what kind of company you run and what goals you’ve set for the future. Below are more scenarios wherein SEO will be the better choice:
  • You’d rather invest time and effort to get results in the long run, instead of paying money for quick results.
  • When you want to increase your website’s value.
  •  Reaching the first page of a search engine means that you get sustained traffic.

Why Choose PPC

To use PPC, you'll need to dish out some cash to get results.
Image result for ppc benefits
Unlike SEO that depends on consistently posting new content, PPC is a method that will get your website on the first page of a search engine through bidding. Here are a few handy things to know about PPC.
  • You need to bid a certain amount for your ads to appear in the “sponsored results” section of search engines.
  • You pay for every person who clicks on your promoted campaign.
  • Examples of PPC tools include Google AdWords, Yahoo Advertising, and Facebook Promotions.

When to Choose PPC

If you are willing to spend money to generate traffic to your website, PPC is the way to go. Here are more circumstances wherein PPC will be the better marketing tool.
  •  You want immediate results.
  •  You want to target a specific age group, income bracket, and other demographics.
  •  If you're aiming for keyword domination since the top 3 sponsored links on a search engine results page receives 50% of the traffic.
  • When you are promoting an event or limited-time offer.
Choosing the right marketing method for your company may seem like a big and heavy decision to make on your part. However, don’t think of PPC and SEO as competitors since they are actually complimentary. If you are able to do both, then you are certain to get way better results compared to what you will get by choosing only one.