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Conversion Killers and How to Fix Them

Posted by peterzmijewski | Filed under Internet Marketing

Getting your potential customers to convert to actual sales takes a little more than a website that attracts visitors, although that’s a good first step to take.It’s entirely possible to have a website that attracts thousands of daily visitors, but doesn’t turn a single profitable conversion.Your website may be spectacularly designed, but it could still contain flaws that are killing your conversion rates.

Here are some of the most common conversion killers and some pointers on how to either avoid them or fix them before they become bigger problems:

1.Uninspired Calls to Action
Having a call to action is essential for conversion, but there are calls to action that just don’t pop out enough to elicit a response from a potential customer.These uninspired calls to action are generic and don’t include any kind of incentive or detail for your site visitors to use to their advantage.

The Fix:Avoid generic language in your calls to action.Be as detailed as possible in your call to action and clearly explain the benefits to your potential customers.

2.Too Many Calls to Action
Have you ever visited a website and felt overwhelmed by the sheer number of things it asked you to do all at the same time?When a customer visits a website and sees calls to action all over the place, they can easily get overwhelmed about what they should or shouldn’t click.Too many calls to action can distract from the main goal of your page.

The Fix: As much as possible, try to stick with a single call to action for each landing page on your website.If you absolutely need more than one call to action on a landing page, make sure you highlight the most important one.Keep your main focus in mind, and design your calls to action to follow that goal.

3.Slow Website
Your website may look like the best thing to have ever graced the web with its presence, but if it loads slow or doesn’t respond well, you’re going to lose customers.We live in a day and age of instant gratification, and your customers do, too. If they can’t get what they’re looking for within a few seconds, it’s a guarantee that they will leave for a different, faster site.

The Fix: Design your website in a way that encourages speed and efficiency.Listen to your customers if they’re telling you that your website is slow, and get the problem fixed as soon as possible.

4.Intrusive Videos/Music
Many sites are using videos and music to draw attention to their brand or product.These visual and audio features are great, when useproperly. If they play automatically or block site visitors from seeing the content they came to see in the first place, you’re going to lose customers. Automatically playing videos and music can disrupt an otherwise normal browsing experience, pulling your customers out of their groove.

The Fix: Give site visitors the option of viewing additional content or hearing the background music.This way, you’re empowering your site visitors to make their own choices, which encourages them to continue making those positive choices when it comes time to buy, as well.

5.Excessive Advertisements
Advertising has, and always will have, a prominent place in the digital world.Advertising is a great source of income, but it can also be one of the biggest sources of conversion death, especially when used in excess.An ad should never be the first thing a site visitor sees when they come to your site.Excessive ads can kill the experience you’re going for on your site.

The Fix:Use discretion on the way ads are displayed on your website.Think about the negative experiences you’ve had with ads in the past.This can help you find a starting point where you can start identifying the negative ways advertising may be displayed on your website.The aspects of internet marketing, especially web design and conversion rate optimization take time.Many business owners can’t find the time for these important business activities.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Breaking Down Silos in E-Commerce Retail

Posted by peterzmijewski | Filed under Internet Marketing

In general, e-commerce retail can be thought of in three main parts: customer acquisition, conversion and retention/measurement.

*Customer acquisition is what the majority of digital marketers are concerned with.It’s all the different product advertising efforts across all digital channels that lead a customer to discover your products.

*Conversion is about getting the customer to make a purchase. To a certain extent, this is about the experience your website presents a customer, but mostly it’s about whether you have the product the customer wants to buy and are you selling it at a price they are willing to pay.Conversion, therefore, has a lot to do with your price and inventory management.

*Retention and measurement are about how much each new customer is worth to your business — i.e., how many purchases are they likely to make. This means integrating your CRM (Customer Relationship Management) and ERP (Enterprise Resource Planning) systems to make sure you are getting the maximum profit from your customers for your advertising spend.

Product advertising and price management
If your product’s price is above the average, it’s virtually impossible for you to reach position one, no matter how high you raise your CPC (cost per click)bid.Therefore, bidding higher (or at all in some cases) on products that are not priced competitively is a complete waste of money.The key takeaway here is to not waste your advertising budget bidding aggressively on overpriced products.Instead, use product advertising performance as a way to test the price elasticityof your products.Play around with raising and lowering prices to find out where the optimum conversion level is.Even if you can’t change your products’prices,you should at the very least be using pricing data to inform your product advertising strategy.Focus your ad spend on those products that are competitively priced, and use them as a gateway to your website.

Product advertising and inventory management
In many organizations, excess budget is allocated to products that quickly run out of stock, rather than products that really need an advertising push to sell out.In fact, according to our research, around 40 percent of ad budgets are spent on products that will run out of stock within three weeks.On the flip side, only 21 percent of budgets are allocated to products that won’t sell out within three months.The way I see it, there’s no sense in wasting money on products which will run out of stock anyway.Instead, PLA (product listing ads) budgets should be used to add market pressure to slow-moving stock that would benefit from additional support.Using feed advertising systems and an advanced product advertising tool, you can use inventory to direct product ad investment based on your sell-through rate and stock level.

Product advertising and CRM/ERP
One reason too much ad spend is going toward products which would sell anyway is that digital marketers are focused on improving ROAS (return on ad spend).This ROAS model of measuring search marketing simply doesn’t work.ROAS-based models focus on whether your advertising isefficient but ignore if that’s the most effective way of growing your business.ROAS is all about winning that impression, click or customer engagement, but it doesn’t take into account the ultimate business measurements of profitability, margins and new customer acquisition.Instead, businesses should think more in terms of CRM and ERP.The big question is how much you should spend on all your advertising channels in order to achieve your total long-term revenue goals.Our research shows that when advertisers focus on long-term revenue goals, they make about 5 percent more revenue in the first year than when they focus on short-term goals like ROAS.ERP systems will help you to understand the margins of the products you are selling.You want to sell more of the ultra-profitable products by bidding against specific margin levels.

Integrated marketing
It’s impossible to make smart decisions if you don’t understand each piece of the marketing trifecta and how it relates to the other parts.In retail organizations today, these are all separate functions, but by aligning these channels to operate in concert, your whole businessremains focused on a single set of mutually beneficial and coordinated metrics.In addition, by maximizing your ad spend for long-term goals like CLV, margin and new customer acquisition, you can improve the entire business’s revenue and profitability.Ultimately, profit-centric metrics should be the modern retailers’ success criteria.As a C-level executive,your goal should be to shift your business’s way of thinking so that you align e-commerce goals of new customer acquisition, CLV and margin tracking alongside paid search and shopping media spend in a way that is transparent, accountable and integrated with your data warehouse.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Bing Ads rolling out new System Quality Policy, expects little impact on performing campaigns

Posted by peterzmijewski | Filed under Internet Marketing

This week, Bing Ads is rolling out a new System Quality Policy as part of the Relevance and Quality Policy.

There are three key aspects to the new policy:

1. Keywords and ads that haven’t shown any performance over a significant period of time may be removed.
2. The number of keywords that can be uploaded or kept in an account may be limited. (Advertisers subject to this update will be notified.)
3. Keywords in the following sensitive categories — weapons, pharmaceuticals, gambling, adult and trademark — may be limited.

Bing Ads expects the overall impact to be minimal. “Limits placed on the amount of keywords uploaded at one time are meant to increase efficiencies with review and processing, potential impact caused by this is anticipated to be low,” wrote Bing Ads advertiser policy manager Melissa Alsoszatai-Petheo in the announcement. “We do not expect to see significant impacts for additional restrictions that may be put in place within sensitive categories.”

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3 Ways a Proper Social Media Program Can Help SEO

Posted by peterzmijewski | Filed under Internet Marketing

There has been a ton of back and forth about how social media marketing impacts SEO and whether social profiles and posts can positively affect organic search rankings and visibility.

Despite Matt Cutt’s famous 2014 video, in which Google’s former distinguished engineer refuted the idea that social signals were part of the ranking algorithm, the debate regarding the importance of social media to SEO has only continued in our industry. Google, more than Bing, denies that Facebook and Twitter posts and popularity are direct search ranking factors.

While we’ll respect what these top search engines have to say on this subject, it’s still undeniable that a proper social media strategy – both paid and organic – is critical to help increase your rankings and overall search visibility over time.

Let’s look at three ways you can include social media into your SEO campaigns to drive better results.

1. Social Media Marketing = Brand Building

The buying process is often a lengthy one, especially when buyers are making decisions on service-based offerings or high-ticket item products like luxury goods.

These types of consumers and business customers do their research online and do it well. In fact, many times they might start searching right in a social network, whether it’s Facebook, Twitter, YouTube, Pinterest, Instagram, or LinkedIn.

The brand equity and strength behind what the company is selling is what ultimately converts consumers. After all, people buy for two simple reasons: trust and likeness of a person or a brand.

Making your social brand stand out involves several factors in a social media campaign. Enhancing your strategy will likely support your SEO efforts.

Here are a few things you can improve:

  • Design of the identity and the brand that supports the brand intent.
  • Messaging around the brand to support the brand promise and target language.
  • Making an ongoing commitment of original brand content creation and delivery.
  • Creating a community of advocates by engaging them with branded content and contests.

Social media marketing, when developed and managed correctly, can create such brand trust. This means that companies must consider the creation and nurturing of their social brands as something critical to how their target finds them and buys from them.

When a target customer engages with a brand well in social they will inevitably either go to the company site multiple times, refer other people to the company social profiles and pages, or both.

Because people know you from social, they will also search for your brand from search engines – essentially that means you’re generating demand. The more demand you generate, the more important your brand will appear to search engines and the better you will rank over time.

The brand building in social is an important piece of a long-term SEO strategy.

2. Social Profiles Show up in Organic Search Results

There are instances when people look up other people’s names instead of companies on Google.

This is how we know to do business with someone. This can be anyone from a salesperson to a CEO.

Does your LinkedIn profile pop up first? If so, most searchers will click on your profile.

If the user sees that your profile is unused with no information, they might go back to Google or even stay on LinkedIn and find your competitor to give their business.

This is also the case, of course, for businesses. Meaning that your company social pages, both corporate as well as those for local stores, are that important.

This is where having a solid social strategy, along with active and appropriate management of those profiles and pages, come in.

What can you do?

  • Have a full, completed, current profile for each social channel where your brand lives. This means updated imagery, photos, videos, contact information, calls to action, and ongoing varied content.
  • Understand that the reputation of you and your company in social media can be traced back to search queries (or not). Meaning if you do a great job managing comments and positively interacting with your (or your company’s ) fans and followers, you get to build a good reputation in social. This can then help grow the shares of your content, gain new followers, and generate click backs to your site, consequently benefitting SEO. Never mind that Facebook posts and Twitter profiles aren’t direct Google ranking factors. The sites themselves are ranked – and that traffic to a well-designed site for user experience can boost site stickiness and repeat visits.
  • Have your social profile settings set for success and understand how each channel works.
  • You want to make sure if you allow others to write on your timeline, for example, that the message will be monitored and managed.
  • If you’re a retailer with many locations, make sure that you are using the location function on Facebook or on YouTube. On Pinterest, make sure you have the appropriate Boards or Playlists that complement your SEO strategy.

3. Social Networks Have Search Engines, Too

People search within the social networks.

Since many of you are business professionals, let’s talk LinkedIn. Have you reviewed your stats to see how LinkedIn members discovered your profile? Over 50 percent of views, on average, come in from LinkedIn’s search tool.

How well have you optimized your LinkedIn profile?  Did you know that your skills, and those related keywords, drive the visibility of your profile in LinkedIn search?

Here’s one simple thing you can do this week: go review your LinkedIn profile. Assess your skills and related keywords across each section – your headline, summary, experience, and so forth.

Optimize your profile for targeted LinkedIn searches. When people view your social profile or your company profile time and again, inevitably they will visit your website.

Of course, if you have done a great job with on-site SEO they will return or share your site pages, helping your overall SEO rank.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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To Use LinkedIn Effectively

Posted by peterzmijewski | Filed under Internet Marketing

LinkedIn can be a valuable professional online networking tool that has many uses including finding jobs, finding opportunities to advance in one’s career, hiring employees, locating leads and business partners, and meeting and discussing professional topics with other professionals to build online relationships and get your name and brand out there.The effectiveness of LinkedIn for your business will be largely determined by your industry, and while this is technically a social network, the strategies that you use may be different from other types of socialmedia marketing.The audience on this network is here for very different reasons.

Here are some ways you can utilize LinkedIn more effectively to build your personal profile, get involved with a network of professionals, and promote your business.

LinkedIn Profile Tips
The most basic element of LinkedIn is the profile.If you’re a professional or an aspiring professional, you need to make sure your LinkedIn profile is fully completed.

1.Create a Profile Badge for your personal website or blog
If you have your own personal website or blog, you can promote your personal LinkedIn presence and help grow your professional network by adding a Profile Badge that links to your public LinkedIn profile.LinkedIn has several different badge designs to choose from, so you can choose the one that matches your website’s style.

2.Optimize the anchor text for the blog/website links on your LinkedIn profile
Instead of using the default anchor text links in the Websites list within your LinkedIn profile’s Contact Info section, you can choose to modify the anchor text to make those links more appealing to people who view your profile.So, if you want to increase clicks on the website links you display there, change those links’anchor text to something more attention-grabbing than the standard options LinkedIn provides.

3.Search engine optimize your LinkedIn profile
This is where it’s beneficial to optimize your profile with keywords that are relevant to your profile.These keywords can be added to your profile headline and sprinkled throughout your profile summary.

4.Take advantage of Saved Searches
You’re likely sprucing up your profile for a career move or to start your career.In LinkedIn, users can save 10 job searches and three people searches.After you do a search, you can save it by clinking the “Save Search” button on the top right of the page.

5.Get endorsed for your skills
Having one’s skills endorsed by others.People are good at bragging about how good they are at things.When other people speak highly of your skills and professionalism, it carries more weight.Your connections can make endorsements on the skills you’ve listed on your profile as well as make recommendations for skills you may not have included on your profile.

Using LinkedIn for Business Networking

6.Make your profile an Open Profile
With a premium LinkedIn account, an Open Profile allows you to message any LinkedIn member regardless of membership level or connection status, if they accept Open Profile messages.This enables you to get into contact with members you would otherwise not be able to interact with.

7.Export connections
With LinkedIn, you can export all your connections into a contact management system via a .CSV or .VCF file.This can be a useful tool for tracking your contacts and getting an overall profile of your network.

Using LinkedIn for Networking

8.Utilize LinkedIn Groups
With LinkedIn Groups, you’re able to send up to 15 messages per month to other group members.To do this, you need to have been a LinkedIn member for 30 days and a member of the group for 4 days.The 15 messages a month allotment doesn’t include replies and subsequent conversations stemming from the intimal message.Besides messaging group members, you can also view the profiles of fellow group members.

9.Share your LinkedIn status updates on Twitter
A good way to further showcase our company’s expertise is to share its LinkedIn status updates on Twitter.When you do so, your Twitter followers will also see your updates.When publishing your LinkedIn updates to Twitter, you can maximize your reach even further by utilizing the @mentions Twitter feature.An @mention works like a tag on Facebook.Simply use the @ symbol followed by the individual’s or company’s LinkedIn profile name.The company that is mentioned will be notified that you have mentioned them and their Twitter followers will be also able to see the status update.

10.Optimize your LinkedIn Company Page
Make sure your company page is set up correctly using the latest layout and an intriguing and high-quality banner image.Since 2014, LinkedIn no longer features a Products & Services tab.Instead, you must create a Showcase Page.

Using LinkedIn for Business & Marketing
LinkedIn is not only for individuals, but it can be a platform your company can shine on as well.Would-be business partners and potential employees will be using LinkedIn to check out your company’s profile.

11.Create targeted Showcase Pages
Showcase Pages are targeted, niche pages that are offshoots of the main Company Page.These Showcase Pages can be used to promotes specific products or services and cater to a specific persona.Showcase Pages are geared to give visitors to your Company Page a more personalized experience.

12.Regularly post company status updates
Posting regular status updates will make your company look more intriguing and attract a larger audience because you’ll be constantlyproducing new, fresh content.If you’re company has already been posting regular company status updates, you can dabble with LinkedIn’s status targeting options.With these segmentation options, the administrator can target specific audiences based on industry, company size, location, language, job function, seniority and company employees.

13.Use LinkedIn Pulse
LinkedIn Pulse is LinkedIn’s publishing and news content production platform.Companies can browse Pulse to find interesting, popular industry news.Pulse also helps companies discover influencer publishers and contributors.Companies can sign up for daily or weekly email notifications.

14.Explore LinkedIn’s Content Marketing Score
LinkedIn business solutions members, they can use the Content Marketing Score to measure user engagement with sponsored updates, influencer posts, LinkedIn group pages, company pages and employee updates.The resulting score will offer recommendations for improvement on your page’s LinkedIn content pages.

15.Experiment with LinkedIn Ads and Sponsored Updates
These LinkedIn advertising options come with the ability to target audiences based on job function, job title, company size, and company industry so your ads will get in front of the LinkedIn users who will most likely read and act on your ads.LinkedIn is a powerful marketing and professional networking tool that can prove to be even more beneficial if done right.Finding a balance between optimizing one’s LinkedIn profile and running a busy business can be intimidating and time-consuming at first, but it when it’s done right, there is a lot of potential here.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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The Website Toolshed: Part I

Posted by peterzmijewski | Filed under Internet Marketing

Everyone uses different tools for building website.There are some staples and some lesser known tools you can use to build, improve, or streamline your website.The following is a list of really valuable tools that have become some of my favorites.

Yoast SEO
The Yoast SEO Plugin for WordPress helps you to optimize your site for SEO.For most website builders, this one is no surprise and has become fairly standard.Not only does it give you readability analysis, it also allows you to enter in Snippet Previews, Focus Keywords, Meta Robots info, and Canonical URLs, if necessary.The basic version of this plugin is free, but you can upgrade for a few dollars to gain access to other helpful features.

WP Rocket
Want to speed up your site?Try WP Rocket.It does all these fancy things that will make your website pages load faster – which site visitors will really appreciate –such as page caching,cache preloading, static file compression, minification/concatenation, image optimization, database optimization, and a bunch of other things that make your site speedy.

Another way to increase your page’s loading speed is to compress all images before you upload them into your media library.While there are a bunch of similar services, TinyPNG is one of my favorites because it is efficient and it’s free!TinyPNG uses lossy compression techniques to reduce the size of PNG files.When it’s finished compressing your images, it will show you the size percentage of the image reduction.It’s pretty cool.

Color Hex Color Codes
Many businesses already have an existing style guide with branded colors, but sometimes you need to branch out and find other colors in the same color family to create an appealing design layout.Color-Hex gives information about colors and color models.You can enter the 6-digit color code in the search box and find its family.

This is a WordPress specific backup.I like to use this plugin in case I get worried that I will lose changes I’ve made to a site I’m building or if I mess up and I need to revert to a previous edition.I also like to do a backup before updating plugins just in case things go awry.Even though my website hosting company backs up my sites automatically overnight, I like to use Updrafts if I’m making updates that I need the freedom to control without having to contact my hosting company for help reverting to the previous day’s version.

Source: Seo.com

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Pre-Suasion Strategies for Better Content Marketing

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In addition to Cialdini’s bestselling book, “Influence: The Psychology of Persuasion”, and countless published research articles, he recently wrote a book that explains the power of “pre-suasion.”Cialdini is a wealth of knowledge when it comes to persuasion and influence.Thefollowing is my takeaway not only from my conversation with Cialdini, but also from reading his most recent book and contemplating marketing messages.A word of caution and/or advice: pre-suasion is powerful and should be used only in an ethical manner.It’s about getting attention and causing action, not about manipulation.

1.Make It Personal
After more than a decade in search marketing, I have encountered clients with various preferences regarding content.Some want a formal tone with substantiated facts. Others want content that conveys empathy and appeals to the emotions.Through the supervision of thousands of content pieces over the years — from blog posts to informative guides to landing pages — there is one common factor that results in a high rate of conversion.In “Pre-Suasion”, Cialdini identified a powerful magnet of attention: the self.Cialdini provided an example of this concept that involved the topic of personal health. He explained how messages that are self-relevant and tailored to the audience, such as referring to their age or health history, are more likely to attract attention and be memorable. Furthermore,these messages have a higher probability of being taken seriously and saved for future reference.

2.Create a Mystery
In the world of search marketing, we live and breathe metrics: Traffic, rankings, conversion rates, click-through rates, time on page, etc.There are also many statistics reported on the percentage of content website visitors will read, on average.While that percentage varies based on the source, the number tends to be high and can be discouraging for any content marketer.What if there was a way to keep the reader’s attention from the introduction all the way to the last paragraph?It would no doubt be a content marketer’s dream come true.These debates are centered on one thing: the mysterious.Albert Einstein referred to “the mysterious” as “the most beautiful thing we can experience” and “the source of all true science and art.”Albert Einstein’s quote and the Mona Lisa painting were both examples provided by Cialdini to illustrate the power of mystery.Through Cialdini’s research for one of his books, he discovered that mystery stories were used in successful content.The reason being is our human desire to have closure.We want to know the ending of a story and will give our attention to the mystery until weknow how it is resolved.Apply this concept by weaving a mystery throughout your content.First present the mystery, then deepen it before youprovide alternative explanations and the eventual resolution.Case studies and customer stories would be prime material that could be molded into a mystery.

3.Provide a Linked Association
Every idea or notion is linked within a set of associations.Effective communicators know how to use language to manage the audience’s mental associations to the message.Cialdini referenced recent psycholinguistic analysis that suggested that language directs the audience to areas of reality that are linked to mental associations that are in favor of the communicator’s view.Metaphors are great devices for creating these associations.Tropicana successfully implemented a metaphor into their marketing campaign: “Your Daily Ray of Sunshine.” The message was persuasive and linked the product to a positive association.You can apply this pre-suasion strategy into your content marketing by findingmetaphors or other language that associate your concept with something positive and relatable.

There’s More
I only scratched the surface of the information presented in “Pre-Suasion”.The book is filled with strategies that are backed by research, including the if/when-then plans and a seventh principle of influence (Cialdini’s other book, “Influence”, presents six principles).It is a book that is a must-read for any content marketer.Next time you’re working on a content marketing campaign, why not infuse elements of pre-suasion?


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Google Now is dead, long live ‘the feed’

Posted by peterzmijewski | Filed under Internet Marketing

Google Now was initially a way to get contextually relevant information based on location, time of day and your calendar.It evolved to become much more sophisticated and elaborate, with a wide array of content categories delivered on cards.For a time it was being called “predictive search,” although that term has faded.Now was billed as a way to get information on your smartphone without actively searching for it.It was heralded by some as the future of mobile search.

The ‘feed experience’ improves
Today Google is officially killing the “Google Now” brand.It’s not getting rid of the functionality, however.That will remain and is being upgraded with an improved design and some new features, including reciprocal connections between search and your personalized content feed.Users will be able to follow content directly from mobile search results and have that surface on an ongoing basis in their feeds.A new “follow” button will appear in some contexts, as the image above illustrates.However, most content that appears in the feed will still be determined algorithmically, based on search history and engagement with other Google properties such as YouTube.There will also apparently be some content from locally trending topics.However,that trending content is not based on user contacts or social connections.At a briefing Tuesday in San Francisco, the Google Team, lead by Ben Gomes, was asked several times about how these changes compared to the Facebook News Feed.The answer was: this is about you and your interests, not topics your friends are engaged with.

Intensity of user interests to be reflected
The specific topics and cards that appear are also being calibrated to reflect the intensity of your interests.If you’re more interested in travel or hip-hop or bike racing than cooking or boxing or art, that will be reflected and emphasized in your feed accordingly.In other words, interest level will be captured.Perhaps most interesting, from a “search” perspective, is that every card will have a header that will be able to initiate a mobile search with a tap.That wasn’t possible with Google Now.Thus there’s a feedback loop of sorts: search results can be followed, feed content can be searched.It’s very much in Google’s interest to build products that keep the brand and some version of search in front of mobile users throughout the day.But Google is also trying to improve upon Now as a product,even as it gets rid of that name.

‘Vast majority’ of queries now mobile
Gomes said during the briefing that the “vast majority of our queries come from mobile.” Obviously, Google has very successfully transitioned to mobile, which wasn’t a foregone conclusion.Now it wants to give users more reasons to check in daily and new pathways into search.It’s not clear how widely Now was being used by the bulk of Google’s mobile audience.Beyond the mobile app experience, Google said that it would be bringing the feed to the desktop version of the Chrome in the near future, though it didn’t show that off.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Growth hacks: Optimizing Organic Market Share

Posted by peterzmijewski | Filed under Internet Marketing

Welcome back to my eight-part series providing growth hacks to search marketers.Now let’s focus on organic.I’ll assume you’re already experienced with SEO best practices.But you might not know how tofine-tune your SEO efforts using competitive insights and keyword monitoring.You can achieve big gains in market share for your websites by monitoring keywords.

The few market share growth hacks below come from what I’ve learned from The Search Monitor (disclosure: my employer), which monitors millions of organic listings at the local and international level.

Hack #1:Improve page share
Page share means the number of listings where your URL is indexed out of the total listings that appear.This creates a list of keywords to prioritize.From this list, carve off the group of keywords where the impression volume is the highest and evaluate using your usual SEO best practices on how to improve your rank and number of listings on these keywords.To get a fast result, make sure that these keywords are part of your paid campaigns to boost rank instantly.This buys you time while you’re working on SEO.

Hack #2: Optimize for SERP sections
The organic SERP (search engine results page) has become a collage of different sections appearing dynamically based on keyword searches (often referred to as “blended results” or “Universal Search“).If your goal is to appear at the top of the page, but you are optimizing for a section that is below the fold for a particular keyword, then your goal is not achievable.Your objective should be to optimizeyour share for the sections that are most relevant for your business and that have the highest page rank.First, identify the page layouts for your target keywords.You can do this manually or by using a monitoring tool that breaks down the layout styles for you.Second, review your rank and position in the page sections that appear closest to the top.For example, if video results are important for your business, are you appearing there?Or, if the local/map section appears first for your target keywords, are you present there?Local listings are especially important for brick-and-mortar businesses.After you self-diagnose,prioritize a keyword list for which you’re absent from your desired section, or youappear below key competitors.Share this list with your SEO team to increase your site’s relevance for these sections.

Hack #3:Indexed content
Another hack to improve your organic presence is to study the type of content that is boosting your competition’s rankings.

Here’s the data you need for this exercise:
*Content listings that are indexed by Google.

*Keywords where each piece of content has ranking (to calculate impressions).

*Impressions for each piece of content (impressions = the total impressions or search volume for all keywords where the piece of content is ranking).

Sort your data by number of impressions.Then, review your competitor’s content with the greatest impressions or search volume to determine what you can adapt for yourself.

Hack #4: Organic reputation
This hack focuses on a crucial element of organic listings for many businesses: reviews and ratings. These appear as a star rating (out of five) and number of Google reviews in the local/map section or right-side info panel.If these apply to your business, it’s crucial to understand how your reviews and ratings appear, as well as how they compare to those of your competitors.You also need to learn how they change over time compared to your competitors.Gather the review and rating data that the engines display on your organic listings, then work to improve your scores by encouraging your satisfied users to submit ratings and reviews.

Hack #5: Local
It’s important to remember that your organic market share can — and often does — differ by the location of the searcher.My last hack for improving organic share is aimed at business with a local focus,whether it be brick and-mortar stores or just businesses who have different offerings by geography.Start by building a list of your priority geographies and learning the impressions, rank and overall market share for each location as compared to your competitors.Prioritize locations that are most important to your business and where you’re the weakest versus competitors.

Final thoughts
The few growth hacks presented here will help you appear more often, and higher up, in the desired sections of the organic SERP. They all start with knowing which competitors appear above you, where, how often and how they do it.Only then can you tweak your on-page and off-page SEO tactics, and reallocate resources, to increase your organic market share.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Winning Additional PPC Budget From Your Clients

Posted by peterzmijewski | Filed under Internet Marketing

Clients come to us because they want more out of their paid search and social program; they want consistent volume, revenue and profit growth.To drive organic growth, account managers must “always be selling.” This article will discuss methods PPC account managers in any situation (agency, consultant, in-house) can use to persuade their stakeholders to invest more budget into their PPC accounts.

Method #1:Have a solid strategy
Having a solid strategy is the cornerstone of any PPC program.Without a coherent plan in place, it would be extremely difficult or nearly impossible to convince stakeholders that investing more budget in paid search is a wise idea.Stakeholders want to know why more budget should be invested, how the extra budget is going to be spent and what the expected results are going to be.Working under the guidance of a coherent, larger plan creates both trust and credibility, which is the first step to complete in any sales process.If clients don’t have trust in the plan —or worse,don’t trust that there is a plan — it will not be possible to create the necessary justifications to win any extra budget.

Method #2:Pitching new ideas
Presenting new ideas to clients is critical to winning more budget from them.Why is it important to
always be presenting new ideas?

*PPC is dynamic, and the landscape is changing all the time.A strategy or tactic that’s implemented today could be outdated in a few months, or it could simply stop working.New ideas prevent stagnation and keep your PPC program fresh.

*There are more pay-per-click platforms than ever available for marketers to utilize.Breaking into social advertising platforms such as Facebook, Pinterest or Twitter opens new possibilities for growth and expansion.

*Expansion leads to new budget over time.For an account to grow, it often needs more budget to properly test new ideas and initiatives.Always strive to bring new ideas to the table.Innovation is the key to account growth, and ultimately, to growing PPC spend.Successfully convincing clients to invest in new initiatives vs.routing budgets from existing ones provides more flexibility to test and iterate, which are key backbones of PPC success.

Method #3:Overcoming objections
In any selling situation, you must be prepared to overcome objections.Despite having a strong strategy in place and regularly presenting innovative new ideas to clients, there will come a time when clients say no.“No” should not treated as the final word but rather the beginning of a rolling dialogue that ultimately leads to winning more budget.Use those nos as an opportunity to strengthen your pitch and develop a stronger case for obtaining more budget.Overcoming objections is all about building credibility.Being fully prepared and confident in the information being presented can help reduce objections and lead you to secure more budget for your PPC initiatives.

Growing PPC accounts is all about selling clients on the notion that your approach is the best way forward and that more budget is required to execute the plan.You need to have a coherent strategy,a steady stream of new ideas and a compelling argument for why they should be implemented to expand your client’s PPC program.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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