Search Engine Optimization, or SEO, can be overwhelming. I get it.
The more you know, the more you know you don't know, right?
What IS SEO?
SEO is a complicated process to improve your website's rankings on an internet search page. Higher SEO ranking = the higher your site appears on the search results page. The higher your site appears on the results page = the more people click on it. The more people who click on it = the greater your chances of converting leads to customers.
Think about how many Google searches you do in a day. By the way, Google accounts for over 90% of all searches so I'm going to call it Google searches for this post. (Sorry Bing users!) Ahem. Where was I? Oh right! The number of Google searches. Do you search for terms three or four times per day like the average user? Or more?
You're not alone. It's estimated that Google handles 5.6 million searches PER minute around the world! That number is mind-blowing. Millions of people are out there in the world looking for information. Your goal is to improve your chances of getting someone to see your website and click on it.
And that's where this blog post comes in! Improve your website's Google rankings by following these three tips.
Three Easy Steps to Improve Your Rankings
1. Do Your Keyword Research
Put yourself in the shoes of your potential customer or client. What problem are they trying to solve? What words are they searching for?
Here's something else to consider: most searches are what's known as long-tail keyword searches. Long-tail keywords are specific and lengthy searches similar to how you might talk conversationally. The benefit to considering long-tail keywords when you establish your website or write blog posts is that it means less overall competition on the Google search results page.
For example, when you search for "Family Law Attorneys" you will see approximately 976,000,000 results on Google. Use a long-tail search such as "Best California Family Law Attorneys specializing in custody disputes." You will see approximately 18,000,000 results. Question modifiers will reduce this number further. For example, type in "What are the Best California Family Law Attorneys specializing in custody disputes." You will get 14,000,000 results. Sure, it's still a lot. But what a difference those additional keywords make, right?
How do you do keyword research?
Hubspot recommends typing in a sample search in google and seeing how it auto-fills.
You can do keyword-research using a free site such as Wordstream or Wordtracker.
What do you do with the keywords when you have them? I'll explain more in a future blog post. The short explanation is that you need to improve your website's use of those keywords.
Think about the keywords you want to prioritize. What long-tail keywords can you include? Are they in there already? What's missing? Are they in your first header, or H1?
I'm not suggesting you rewrite your website, but look at it with fresh eyes from an SEO perspective. Try to implement keywords without sacrificing the originality and engagement of the content.
2. Optimize Your Images
I'll keep this explanation short.
Your website is probably full of images, right? Perhaps a picture of you or your employees or your products? That's great! As a customer, you probably know intuitively that other potential customers prefer to engage with websites that have images.
The key is to make sure those images are optimized for Google searches.
Optimizing images for Google means reducing their file size. The recommended file size is no more than 100KB and preferably 75KB. You don't want to sacrifice image quality, though! JPEG is a good file type for your images as you can compress it significantly with little distortion.
Page loading time is one of the top factors that Google uses to rank website pages. If your pages take too long to load, then Google will lower your rankings. It goes beyond rankings as well. Google reports that over half of all users will leave a website if it takes too long to load. The easiest way to avoid that from happening? Use a compression tool and reload your images to your website.
3. Make Your Website Mobile Friendly
Mobile site optimization will improve your SEO rankings.
Luckily, one of the factors to consider in mobile site optimization is page loading time. Take care of that, and you're ahead.
The ease of navigating the website is another factor. You don't want to make it difficult for your web users to find information or to see your content. If text isn't easy to read, or images are too small for their smartphones and tablets, then they may become frustrated and leave your site.
Look at your website again with your mobile device. Better yet, give your not-so-tech-savvy friend a go at your website. Are they having issues finding web pages or finding needed information? How you might improve the site from a mobile perspective. After all, mobile visits account for an estimated 60% of all website visitors.
The third factor I'll mention in mobile optimization is simplifying the process. All relevant web pages should be in your menu, including your About Page, Products/Service Page, Portfolio page for the creatives out there, and a Contact Page.
Don't make your potential customer go searching for the information. Lead them to it with well-designed web pages and clearly written copy. You'd be surprised at how many sites miss important pages or make them difficult to find! Keep the experience frustration-free for your leads. You know your website inside and out, but they don't. Look at it from the perspective of a first-time visitor. Is it easy to navigate? What can you simplify for them?
Want to learn more about SEO Optimization? Take a look at the various factors that Google uses to determine its rankings here.
If you need a copywriter to audit your site and improve your copy and SEO optimization, please reach out!
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In the United States, marketers must comply with the CAN-SPAM Act when sending emails.
If you’re a business owner and the primary purpose of your email is either commercial or part commercial and part transactional in nature, then the CAN-SPAM Act applies to you.
What do you need to know?
1) No False or Misleading Information
You cannot include false information in your marketing emails.
The sender’s name and email, the subject line, and the body of your email must be truthful and accurate.
Misleading information is also prohibited. For example, you are not allowed to trick the recipient into opening an email with a subject line unrelated to the contents of the email.
Keep it honest!
2) Disclose that Your Email is an Ad
The CAN-SPAM Act requires you to indicate that your email is an advertisement UNLESS you have obtained the recipient’s prior affirmative consent to receive messages from your company.
As a precaution, do NOT send emails to email addresses unless you have the recipient’s prior affirmative consent. The CAN-SPAM doesn’t prohibit the buying and selling of email addresses per-se, but purchasing email address lists is risky, potentially unethical, and should be avoided. Play it safe and just don’t do it.
3) Provide a Valid Postal Address
You must provide a valid postal address in your emails.
I know this can be tricky for small business owners and freelancers. If you work from home and have privacy concerns then I suggest you register a U.S. Post Office box or a private mailbox and use that for email purposes.
4) The Opt-Out Method Must Be Clear and Conspicuous
If a recipient no longer wants to receive your emails, the opt-out language must be clear and the process must be easy.
5) Remove Opt-Out Emails within 10 Business Days
If someone on your list opts out, remove them from your email list within 10-business days.
6) Monitor Your Emails
You are legally responsible for the emails sent on behalf of your company even if you hire another company or individual to handle your marketing. Make sure you review your company's emails before they go out!
Sooo... are YOU in compliance with the CAN-SPAM Act?
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If you’re a business owner, welcome emails are a must-have.
What is a welcome email? A welcome email is an introductory email you send out automatically after someone has signed up for your newsletter or online store.
Welcome emails can either be a single email like the one I have for my newsletter, or they can be a series of emails.
What is the importance of a welcome email?
1) Engagement and Retention!
The welcome email lets customers know that their name and email have not been lost in the void of the internets! More importantly, it's a fantastic tool for customer engagement and retention. It reminds your customers of your presence and prompts them to re-visit your website, Facebook page, Instagram page, and more.
Remember, they gave you their name and email for a reason! They want to hear from you!
2) Brand and Voice
Sending out a welcome email or welcome email series is an opportunity to further establish your brand and your tone with customers or potential customers.
Ok, you got me. This one is actually a subset of engagement, but I felt it was important enough to get its own explanation.
Your website should already be doing the heavy lifting to establish your brand identity (your brand's look and sound, the values it communicates, and how consumers perceive it).
The email should be a continuation of all the amazing work you put into your website with the look, logo, colors, and values of your brand.
Let's not forget about the voice! Does your brand have a quirky and humorous voice? Or is it serious and academic? Whatever it is, make sure it is consistent with your overall brand identity. And make sure it's in your welcome email!
3) Provide Value
The welcome email is a chance to provide value to your customers, and that's great because consumers want value!
What are some examples of the value you may offer in a welcome email?
Demonstrate your qualifications in your industry. For example, if you're a CPA, you can explain your background, including your training and the history of your successful career as an accountant. If you're a Realtor, remind customers of your years of expertise and your specialty in certain geographic areas.
Educate. This is a good one for any profession as it demonstrates your qualifications. For example, if you're an editor, give your subscribers a list of helpful editing tips. If you're a fashion consultant, you can educate on current trends and provide a list of advice for fall fashions. (These are also examples of lead magnets which I'll discuss in another post)
Offer new customers a coupon or discount code. This is a win-win if they use that discount code!
Shine a spotlight on a product by offering it at a discounted rate. Welcome emails are a great time to showcase your best products and services!
Provide value by entertaining! If you're a performer you can provide a video clip exclusive to your subscriber list. If you're a book publisher, provide a collection of short stories. (These are also lead magnet ideas!)
What about you? Are there any brands that have made a big impact on you with their welcome email? Which ones do you remember the most?
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