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11th
APR

This Retail Space:Retail Prediction

Posted by peterzmijewski | Filed under SEO Guru

Amazon has the opportunity to influence shopper behavior more than any other company, a position once held firmly by Google.Billions of dollars are at stake here.While Google does not benefit from actually selling and fulfilling products, it has some significant assets and advantages that would allow it to compete better in retail search.All of these start with Google’s Shopping property, which has been a huge financial success over the past few years.Here are some thoughts on how it might better leverage its strengths and real estate to fight back against Amazon in product search.

Exploiting its massive inventory selection
Google receives feeds from hundreds of thousands of advertisers every day with unique SKUs counting into the billions.That is significantly more SKUs than Amazon hosts on its site;Google,in aggregate, has a better selection of inventory than Amazon.However, Google is currently less explicit on results pages about which items are currently in stock.

Pricing
Due to its inventory advantages and now standardized feed format across retailers and manufacturers, Google knows more about pricing across the internet than Amazon does.Google must do more with this information than it does currently.It must help consumers navigate to the most attractive offer for a given product, weighing product price, shipping fees and shipping date.By clearly highlighting the best offer (as opposed to relying solely on AdRank to drive ranking of products), Google will become more to consumers than just a start point for product search.It will become a trusted source for where to get the best deals online.

Shipping
Amazon has put significant pressure on retailers like Walmart to adopt equivalent shipping policies to that of its Prime membership.While that puts cost and operational pressure on retailers,it gives Google the opportunity to place more significant weight on its retailers’ shipping policies in its Shopping algorithm.If two-day free shipping (or better) starts to become the industry standard, there is no company better than Google to highlight those retailers that are going above and beyond in terms of meeting this emerging customer need.

Machine learning
It has become increasingly clear that Google is the dominant player globally in machine learning technology.The release of TensorFlow, the acquisition of DeepMind and the success of AlphaGo in the past year or two only further reinforces this notion.It would only makes sense for Google to begin helping shoppers select and purchase merchandise very efficiently.While these are only small steps towards a fully machine-facilitated shopping experience on Google, machine learning is an area where Google has the resources and know-how to leapfrog the competition and do something very compelling.

Local inventory
Google has made a huge push over the last couple of years to acquire and integrate retailers’ local inventory into its index, enabling it to offer consumers a glimpse of which products are available nearest to their physical location.This is important information, especially on mobile, and it is a capability that Amazon cannot hope to match until it builds out either its own retail network of stores or can offer shipping in under a day on most of its products.

Amazon still needs to play
Even though 55 percent of product searches may start on Amazon, there is still a huge number of product searches taking place on other online properties, the lion’s share on Google itself.First,from a monetization perspective, Amazon’s participation in Google Shopping increases the RPM for every product search it competes on.Second, this gives Google a lot of data that it didn’t have previously on Amazon’s strategy in each of the markets it plays in.

Synthesis
Amazon has become a growing existential threat in the retail space.This doesn’t just apply to retailers but to media and technology players that facilitate transactions in the space — even Google.However, there are many assets in the retail value chain that Amazon has not perfected (or even addressed) at this point.Google has the financial incentive and the core assets to fight back against Amazon in retail.

Source:Searchengineland

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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7th
APR

Success in SMS Marketings

Posted by peterzmijewski | Filed under SEO Guru

Text message marketing has been popular channel for many companies over the last few years.If you haven’t tried this yet, it may be because you have the wrong idea about text message marketing.

A Few Cool Facts About Text Message Marketing
However, just because a message is opened and read, it does not mean that your consumer is going toconvert.In other words, you have to be very particular about where these messages are going and how often you’re sending them to potential customers.

The Ins and Outs of Text Message Marketing
As discussed above, SMS marketing has the potential to greatly grow your business if done correctly. Below lists several things you need to keep in mind when you set out to create an SMS campaign:

1.Sending to the Right Contacts
The best thing you can do is give your customers the choice to receive your messages by asking them during a subscription process online or asking them to text a certain term to your company number.Be sure that you tell them exactly what they can expect from your messages.In the end,asking permission will help ensure that your messages are going to people who are interested and not annoyed.

2.Be Clear and Brief
When it comes to the content of your messages, you want to make sure you are clear and to the point.Any message that is over 160 characters will be broken up by the phone company into multiple texts, and this could cause a variety of problems including making the entire message undeliverable and incurring extra fees for the business owner.A phone number or URL are great examples of effective CTAs.Avoid slang and above all, be creative.You’re not the only business using SMS marketing so you want to make sure your texts stand out against the competition.

3.Timing Is Everything
You obviously don’t want to be sending messages too late or too early in the day, but you also need to make sure that you are giving your customers enough time to act on your message.No one wants to receive a coupon after they’ve already made a purchase.Consider writing the message in advance then sending it later.You also want to consider the frequency of your messages.You don’t want to overload consumers with messages so they get annoyed and start to ignore/delete them upon receipt.

4.Offer Variety
Always make sure you’re updating your messages.Unlike other tactics where you can send the same message twice (social networks primarily), you should never send someone the same text message twice.Make sure you’re always changing up your message and keeping things interesting.It’s also important to make sure what you’re offering through SMS marketing is different from all other promotions you’re conducting.

5.Watch Your Database
Mobile phone numbers get changed and deleted all the time, so it’s important you check regularly to make sure you’re sending your messages to the right people.This happens more often than companies realize! If your database is running low on contacts, make sure you’re advertising SMS on any and all promotional materials, both in print and online.If you have a company newsletter or flyer, it should include your shortcodes.

6.Have an Opt-Out Option
you have to let people know how they can stop receiving your messages.In most cases, you can just putdirections in your message.Something like “text STOP to opt-out” works great.It’s also very important that you monitor and analyze all of your results so you make sure you’re sending the most relevant information to a relevant audience.Keep track of metrics such as open rates,clickthrough rates, conversions, the number of subscribers as well as those who choose to opt out of the service.

Source:Searchenginejournal

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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24th
MAR

Create SEO-Friendly Content

Posted by peterzmijewski | Filed under SEO Guru

Quality is always important when producing new content, but it’s the SEO that can boost your efforts of reaching a target audience.SEO-friendly content doesn’t have to be difficult or time-consuming, provided that you understand how on-page SEO can work alongside your content.

Here’s how to create content that both your audience and search engines will enjoy.

Create original content
There’s no point in creating new content if it’s not authentic enough to stand out.Even if you come up with an idea from a different source, it’s still up to you to offer your unique perspective that will add value to the particular topic.Your headline is among the first things that users will come across when carrying out a search.This makes them important, and it’s useful to brainstorm as many variations as you can until you land on the best candidate.Also, make sure that your URL is relevant to the title, rather than a sequence of numbers that only makes it more complicated.

Focus on structure
It’s not just the content, but also its structure, that helps search engines decide on the results they’ll display first.Thus, a clear structure with headings and paragraphs that facilitate reading are preferred both from a user perspective and also from a search perspective.Headings also help search engines get a quick overview of your content, which is why it can be beneficial to feature your focus keyword at least once.

Use keywords
Keywords are less often used nowadays as the first signal to indicate what your post is about, but they are still helpful to offer an overview of the topic you’re focusing on.Keyword research is still useful when trying to decide on the most interesting topics for your audience.Keywords can still be part of your content, provided that they are added in context and at the right balance.There’s no need to sacrifice the quality of your content to include more keywords, as keyword stuffing can lead to the opposite of the result you want.

Aim for readability
The readability of your content has to do with the simplicity of its language, the lack of grammatical or syntactical errors, and the sentence structure.Online readability tests allow you to learn the “reading age” someone needs to understand your content, and they depend on:

*sentence length
*number of syllables per words
*frequency of passive voice

Include internal and external links
Internal links can help you prove your authority in a particular field by creating a logical sequence from one post to the other.This may lead to a series of posts that offer additional value, making it easier for search engines to understand your key topics.External, or outbound, links indicate that you are well aware of the topics you’re writing about, to the extent that you’re ready to use further sources to support your content.It’s more useful to link to reputable sources, as these links have bigger credibility.

Optimize images
As visual content becomes more and more prominent, it cannot be left out of SEO. Luckily it’s not time-consuming to optimise your images.All you have to do is keep in mind a few simple tips:

*Always keep the file name relevant
*Be careful with the file sizes, as they affect the page speed
*Don’t forget to add alt text, or else a title for your image
*Think like a user when naming your images
*Focus on quality images and avoid generic ones

Takeaway tips
If you want to create SEO-friendly content, here’s what you need to remember:
*Focus on user intent
*Be authentic
*Come up with the best headlines for your content
*Pay attention to the content’s structure
*Use keywords wisely
*Edit, proofread and aim for readability
*Use both internal and external links to add further value
*Optimize all your images to gain new opportunities for search ranking.

Source:Searchenginewatch

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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21st
MAR

FAQ Of Content and Search Marketing

Posted by peterzmijewski | Filed under SEO Guru

Today, you can find FAQs on all types of websites, from local “Main Street” shops to globalmultinational corporations and everything in between.FAQ pages help people find answers to questions — and in doingso, can help improve customer service and the user experience.

For small manufacturers, a general FAQ page can provide answers to standard questions such as:

*how to place an order, or if a minimum order exists.
*what credit terms are.
*how to schedule a tour of the facility.
*how shipping works (e.g., “Do you ship worldwide?”)
*what your industry certifications are (e.g., ISO.)
*how you handle custom orders or applications.

But FAQs can cover much, much more than standard business questions; they can also provide information related to products, services and processes.For example, doing a search for, “Metal stamping frequently asked questions,” turns up a fair number of FAQ pages for various companies,but I particularly like this one from Advantage Fabricated Metals.What my agency likes about FAQs like this is that they deliver so much value —especially with regard to content and search marketing.

1:FAQs can be repurposed for e-newsletters, social media and moreBecause they’re so easy to create, FAQ pages make fantastic cost-effective content for small manufacturers — and the reason is that they don’t require the outside expertise of a copywriter or marketer.What I like about FAQs pages, however, is that they can be repurposed, an important benefit for small manufacturers on tight marketing budgets.E-newsletters:we first created content for an e-newsletter and then repurposed it into an FAQ for the website.But you can start with an FAQ web page and repurpose it into an e-newsletter article or create a brief Question/Answer blurb for the newsletter and link people to the full page.Social media:Repurposing FAQs for social media is easy:simply take a question/answer and use it to create content specific to the platform.Don’t forget to include a link back to the FAQ page!More detailed PDFs:The PDF had been formatted to look like a four-page brochure and included all the FAQs, plus illustrations relevant to the topic I had been researching.The benefit of a PDF like this is that prospective buyers can save it to their desktops and/or print it out.Posters:Whenever I walk into client work areas,I’m always surprised by the number of posters hanging around.No, not NASCAR or other sports, but posters provided by suppliers that contain useful industry information (thus they tend to hang around for a long time).

2:FAQ pages can help with organic search rankings
A small manufacturing client wanted to increase the company’s exposure for a specific product it manufactured.After some preliminary research, we discovered the information provided by other industry websites, including Wikipedia, was downright terrible and highly inaccurate.Based on our findings, we created multiple FAQ pages related to the topic and grouped them together on the website.In total, we created three new FAQ pages and then linked the existing service and product pages to them and vice versa.We also used the FAQs as the basis for the monthly newsletters and content for social media.

3:FAQ pages can be used as Sitelinks for AdWords
At my agency, we don’t like seeing content serve only one purpose; so when this same client initiated their AdWords program, we used two of the FAQ pages for Sitelinks.We were pleasantly surprised to see one of the Sitelinks get clicks — in fact, it got 10 percent more than the standard RFQ Sitelink we had also included (because “everyone else had one”).In conclusion…FAQ pages are the unsung workhorses of content and search marketing.While any company can create FAQ pages, they’re particularly beneficial for small manufacturers because they’re easy to create and provide maximum bang for the marketing buck.

Source:Searchengineland

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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20th
MAR

Establish a Strong Social Media Team

Posted by peterzmijewski | Filed under SEO Guru

Every company needs to be concerned about how they appear on social media channels.It isn’t just enough to have a presence — you need to have a complete strategy for brand awareness, a team that understands how to represent your company, and plans in place to avoid disasters.

1.Establish Company Values That ALL Employees Abide By
Company values are really the basis for everything that happens in a company.Just a few things these values will determine — who is hired, how employees are treated, how customers are treated,how teams will work together,and how employees are expected to behave at all times.Every decision by every employee should be impacted by the values of your brand.The customer goes online and leaves bad reviews about the company.Or,the customer reaches out on social media and the social team has to try and fix the problem (which can causeturmoil between departments).The customer may even record the conversation and post it on YouTube (it happens).The customer could write articles, do a review video, call the news…you are looking at an online reputation management problem you don’t want.This could all be avoided by setting the values you want to be reflected by every employee ahead of time.Remember, setting expectations and establishing values ensures consistency for the long-term.No matter how much time passes or how much employee turnover occurs, you want to always be a good company to work with.

2.Hire Based on Company Values
When researching employee candidates, my recommendation is to go beyond scanning their social networks to see if they are an appropriate fit.Dig deep into conversations they have online.Don’t just look at tweets, look at the “tweets and replies.”How do they act when they think not everyone can see their comments?

Find the date when they left their last job and use it in Twitter advanced search to see how they talked about the company they left.Check Facebook conversations with friends (I check their recent friend pics and review conversations).Drunken pics don’t matter; what matters is their behavior overall.When interviewing, give them mock scenarios and ask them to explain why certain things may be offensive, like the following social shares.If they can’t tell you what is wrong with them they might not be a good fit for your company.

3You MUST Have Disaster Protocols in Place
No one expects a disaster, but they do happen.Sites are hacked, servers go down, high-level employees get arrested and end up on the news…things happen!Break down what needs to happen in differentsituations — what do you want said, what departments do you want them to contact, do you want it documented, etc.

Here are good protocol starting points:

*Crisis Management
*Complaints
*Trolls
*User error
*Support / Help / Questions / Requests / Suggestions
*Billing issues
*Website issues
*Avoiding sharing from personal accounts

Lastly, create a contact guide for your social team with cell numbers of those running different departments so they can always reach someone in an emergency.This is especially important if you have a remote team.

Do Your Company a Favor, Create a Strong Social Team

If your company wants to create a strong social and community team that will protect your brand,the best thing you can do is to have values that will make your brand memorable, create a team that will protect your brand, and have disaster protocols ready — just in case.

Source:Searchenginejournal

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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16th
MAR

Your SEO and Content Teams to ‘Play Nice’ Together

Posted by peterzmijewski | Filed under SEO Guru

The growth of content marketing has created a permanent shift in the way marketers view SEO.Rather thantaking a purely technical approach to link-building, many SEO agencies are now expanding their services to include content production and promotion as a way of supplementing other ongoing optimization efforts.

Content marketing also has very different goals from search optimization.While SEO primarily attempts to improve visibility and acquire new customers, content marketing covers a multitude of goals, including new acquisitions,customer service, lead nurturing, PR, social engagement boosts and more.

1.Find a balance in quantity and quality
Your content team will want more quality content, but the SEO team might be more focused on quantity of output.The more content your teams can produce, the greater your company’s chance will be for showing up in search results for a wide range of search terms the team is targeting.Unfortunately, there is a ceiling for how much content you can produce before something gives out.If you focus too much on quantity, the quality of your content will take a hit as your teams struggle to produce more and more.

2.Focus on evergreen content.
SEO wizards have one job to do: build organic visibility to keep traffic flowing in.Your content team needs to align with that goal by producing the right kind of content.Jumping on trending topics and industry news can provide a significant spike in traffic immediately, leading to brand lift and new lead acquisitions. Your team should prioritize content that is highly useful to readers and contains actionable advice around those pain points.It’s critically important for SEO and Content to team up in this area, because it creates a beautiful traffic loop that has long-term benefits for your brand.As evergreen content grows traffic, gains links and deepens engagement,the search engine will eventually serve it more often for relevant searches.

3.Incorporate keywords.
As mentioned above, your SEO team should already know which keywords will improve visibility,but these keywords have to be used if you want to be seen.It’s not uncommon for content writers and marketers to balk at injecting keywords into content.Rather than pushing a writer or your content team members to pigeonhole specific keywords into their writing, let them produce the content that most naturally targets the audience.This method should creatively slip in some of the target words and phrases the audience searched for.

4.Review and reporting
This includes generating traffic, engaging the reader, contributing to conversions and ultimately pulling its weight in the funnel.Those reports need to be shared with the content side of your business. This way, both teams will recognize which topics or formats have the most significant impact and which of the poorly performing approaches need to be eliminated from the content strategy.

Conclusion
SEO and content marketing, you’re dealing with two very different disciplines that should operate together, since many common goals are shared.The success of one team greatly depends on thecontributions and dedication of the other.Whether you’re working with in-house, remote teams or a combination of the two, know that teamwork and consistent communication are crucial.

Source:Entrepreneur

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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14th
MAR

Brand Marketing

Posted by peterzmijewski | Filed under SEO Guru

There is a lot of confusion around brand.It’s one of those words widely used but not widely understood. Is it just a logo, a color palette and a trendy sans serif font? Or is it bringing clarity to your offering and perception in the market?

Just what is brand marketing? And can it be measured?What brand marketing is not is slapping your name and logo everywhere with the hope the carpet-bombing exposure is sufficient to sell your product.What it is not is tattooing your logo on someone’s forehead.“That’s branding, but that’s like branding with cow and cattle back in the day for ownership and territory,” said Paige Musto, Act-On’s senior director for corporate communications.

“Marketing is more than just acquisition of net new leads” Musto said.“It’s more than just generating the end results of new business.”This kind of oversimplification shortchanges what marketers are doing across the entire buyer’s journey.As a counter to this generalization, Act-On is releasing a series of videos styled in the Big Short way of using metaphors to humorously explain Brand, Demand, Expand and how marketing automation can help marketers adapt to the ever-changing buyer’s journey.

How marketing automation helps brand marketers
Musto’s brand team at Act-On is typical for a mid-sized B2B company.They manage analyst and press relations, corporate and internal communications, events, social media and all the components to brand identity.But real life — and your buyer’s journey — doesn’t recognize the fixed borders of Brand, Demand and Expand (also known as the Attract, Capture, Nurture, Convert and Expand stages in a lead life cycle).Instead, one often affects the other.For example, a successful Expand marketing program results in your customers renewing and upselling, as well as becoming advocates for your company and brand.And marketing automation can help brand marketers in several ways: brand identity management, social publishing, press release attribution,corporate and internal communications, event management and influencer relations.

Brand identity management
You can use your marketing automation media library to be the repository for your brand’s logo,website headers,footers and other templates, and other branded assets.That’s where your Demand and Expand teams can go to grab resources when building a landing page or creating an email.And with Act-On Anywhere (a Chrome browser app), your marketing and sales teams can access brand elements even as they work in other applications.

Press release click attribution
You can also use marketing automation to create trackable URLs for press releases that will help you measure press release engagement and see how they contribute to your sales.Corporate/internal communicationsJust as you would send a newsletter or other communication to a prospect list, you can do the same for your internal communications and track employee engagement on corporate/HR campaigns.

Event management
You can create an automated workflow (save the date, official invite, seats are limited, registration responder and reminders), then reuse and refine the workflow for the next event.

Influencer relations
“As a PR person or a brand person, you have your list of stakeholders,” Musto said.“These are typically the influencers you want to get in front of.You want to nurture them just like you would a potential buyer.“But the outcome would be a mention in a research report or a quote in a key publication, or a written article about your company.The end deliverable is different.It’s not a dollar revenue thing; it’s qualitative storytelling that you’re looking to get out of them.”“The system does a great job at being able to score, segment, and track all stakeholder types,” she said, “just like you do with your prospects and customers.”

Source:Searchengineland

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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11th
MAR

You Need to SEO Basics

Posted by peterzmijewski | Filed under SEO Guru

That’s a lot of tips to wade through when trying to figure out the focus of your SEO strategy. What’s more overwhelming is that’s just one search.Each year there are new posts of list of the “hottest” tips and tricks that are “guaranteed” to work.While many of these tips are great, to really see results, you need to have a good foundation.In this post, I want to talk about getting back to the basics of SEO and why they are essential to long-term success.When it comes to optimizing your site for search, the basics are some of the most important,yet often overlooked, aspects of SEO.The recent push of “content is king” has also caused many to forget the essentials and just focus on content distribution.

Here are few basics you should cover before ever diving into the more complex elements of search.

Crawler access
If search engine crawlers have a hard time crawling your site, they’ll have a hard time indexing and ranking your pages, too.As a site owner or SEO, your first and most important job is to make sure that your site is crawlable.Using the robots.txt file, you can help direct and assist the web crawlers that are crawling your site.There are certain pages on your site that you probably don’t want the crawlers to index, such as login pages or private directories.You can block files, pages and/or directories by specifying them as “disallowed,” like so:

User-agent: *
Disallow: /cgi-bin/
Disallow: /folder
Disallow: /private.html

Just be careful when blocking crawlers from your entire site; in fact, don’t do it unless you know for a fact that a particular bot is causing you trouble.Otherwise, you may end up blocking crawlers that should have access to your website, which could interfere with indexing.If you are using WordPress, there are a number of plugins that can help you do this.If you are not using WordPress,you can also easily set up a robots.After you’ve created your robots.txt, it’s important to make sure Google can crawl your site.You’ll want to upload your site map by going to “Crawl,” then “Sitemaps” in the left-hand navigation, ten clicking on the “Add/Test Sitemap” button in the upper right-hand corner.From there, you can test the site map and submit it to Google for indexation.

Site structure
In today’s mobile-first, user-obsessed web culture, we sometimes overlook the simple and practical.While I am all for a good user experience and a huge believer in being mobile-first, I also believe we can’t forget the search engines.Having a solid site structure will add to your user experience and will help you rank better.While this seems like a simple idea, building a good site structure takes time and planning.Not only does it impact your navigation and site links, it also helps the crawlers better understand your content and context.Site structure is all about putting your content together in a logical fashion.

Titles and meta descriptions
Titles and meta descriptions are some of the most basic elements of SEO.While “titles” are considered in the ranking algorithm and descriptions are not, they both are still very important.Google may not use descriptions as a ranking signal, but that doesn’t mean they ignore them.The crawlers still read the descriptions — and any chance you have to tell the crawlers about your page, you should take it.The title and the description are often the first things your potential visitors come in contact with in the SERPs.Here are a few tips for creating better titles and descriptions.

Titles

*Optimize your title tag around the core focus of your page.
*Don’t “keyword stuff.”
*Stay within 50 to 60 characters.

Descriptions

*Make it action-oriented.
*Add your primary keyword.
*Make copy easy to understand.

It’s important to note that if Google thinks your provided meta data doesn’t meet the users’ intent, they will alter it.Before jumping into the latest and greatest SEO tactic, make sure you do the basics first.It’s amazing what a few simple tweaks and adjustments can do for your site and overall online marketing strategy.Make sure your site is crawlable, create a structure that is both user0 and search engine-friendly, and take the time to create better titles and descriptions.

Source:Searchengineland

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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10th
MAR

Effective Facebook Ads Split Testing Campaigns

Posted by peterzmijewski | Filed under SEO Guru

Essentially, split testing involves showing two similar (but slightly different) versions of a landing page or Facebook ad to an audience, and then tracking which version performs better.The audience you show the ad to can also be split tested.If you consider the numerous combinations of headlines, images, body text, value propositions, and audiences you can split test, it’s easy to succumb to paralysis by analysis.Fortunately, getting started with split testing doesn’t have to be daunting.

Here are five of my top tips for ensuring your split testing endeavors are successful.

1.Test the Image
While there is no right or wrong place to start, I like to create five audiences, three ad sets, and one ad per ad set.You can test each ad with each audience at a minimal cost and make adjustments based onthe results.While some people like to test the image immediately, I find it more practical to select one image that you’re confident in and use it for all your ads.This will help you save costs initially since you’ll only need to source one image from your designer.This way, you won’t waste additional money on graphic design for a campaign before it’s proven to be profitable.Once one of your ads shows signs of profitability, you can then tweak the image to see if you can improve your results.Image testing is a case of trial and error.The image with the best conversion rate is usually not the most vibrant or professional looking; it’s simply the one that has the greatest resonance with your audience.>

2.Test the Headline
There may be an evolutionary explanation for this phenomenon.In a primitive, hunter-gatherer society, negative news would have entailed a real physical threat, potentially resulting in loss of life.Paying attention to negative news would have been essential in order to survive, so even though we’re no longer at risk of being eaten by prehistoric predators, we’re still neurologically wired to respond to negative news.This might offer some explanation for the tone of the stories we typically see in mainstream media. Don’t be afraid to test your ad from a positive (moving towards pleasure) and a negative (moving away from pain) angle.Determining if negativity is the dominant emotional driver in your niche will help to inform your ads in the future.

3.Test the Body Text
Try incorporating a testimonial from one of your clients, and see if it results in better conversions. Sometimes, a single proof statement with a precise statistic will encourage people to click your CTA button.In other instances,the CTA button itself is worth testing.You won’t know whether Learn More, Buy Now, or Sign Up results in the most conversions until you split test.Oftentimes, if your body text is not converting, it might be that you’re talking about product features rather than user benefits — there is a big distinction between the two.Features are logical whereas benefits are emotional.

4.Test the Landing Page
If a consumer feels that your landing page is incongruent with your Facebook ad, either stylistically or tonally, this will kill your conversions.Ensure that the branding of your landing page is the same as your ad.You want your consumer to embark on a smooth journey through your marketing funnel, so get rid of any distractions on your landing page.The goal of the landing page should be to generate conversions, so consider removing anything superfluous to this goal.Only test one variable at a time.If you achieve a significant increase in conversions, it’s important to know exactly what change you made to facilitate it — no matter how small or big.

5.Test the Audience
This will give you a great starting point to inform your initial audience segmentation for split   testing.Age is particularly crucial to split test, as younger consumers may resonate with your ad but may not have the means to purchase your product, so you need to know what age range actually converts.In order to narrow your demographic down as much as possible, I would recommend segmenting ages into ranges of a decade or less.While your audience’s interests might be blatantly obvious for certain products, such as golf supplies or cat toys, finding the interests of your audience for other products might require some guesswork and refinement — which is why split testing is so useful.

Source:Searchenginejournal

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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9th
MAR

Some SERP Positions Have Highest CTR

Posted by peterzmijewski | Filed under SEO Guru

We’ve listed the demographics of the awesome people who helped make this second annual survey a possibility:

*SEO Specialist Expert: 34%
*Manager/Multi-discipline: 28%
*Business Owner: 12%
*Content Marketing Specialist: 10%
*PPC Specialist: 9%
*Social Media Specialist: 7%

Search Engine Optimization
Site audits are similar to routine visits to the doctor.To keep your (or your client’s) website healthy, regular audits are needed.Performing audits helps you identify errors and points out improvements to your site.It may be daunting to perform an SEO audit, and just thinking of it can make your palms sweaty and your knees buckle.

Other Takeaways

*31% of respondents spend an average of $51 – $300 on SEO tools per month, with almost a quarter (23%). getting away with spending less than $50 a month
*68% of respondents utilize remarketing campaigns.
*66% of respondents find remarketing campaigns to be effective.

Pay-Per-Click
PPC continues to be an essential aspect of digital marketing.Our research reveals that 42% ofrespondentsallocate most of their digital marketing budget to PPC and display ads.The survey also shows that being on the top three positions on SERPs results in the highest number of clicks for ads.It brings in an average CTR of 2-3%.

Social Media
In the battle of social media networks, Facebook is the clear winner among digital marketers, with 62% saying they would pick Facebook over any other social media platform out there.Digital marketers are also in agreement that Facebook is good for small businesses, with 80% of respondents saying the social media network is still an effective use of resources.This means that social media engagement has a lot to do with site visits and conversions.Other metrics include reach (6%) and followers (2%).

Content Marketing
When asked what they thought the most effective aspect of digital marketing was, 56% said it’s a balanced mix of content marketing, SEO, social media, and link building. However, among the mix, our respondents believe that content marketing leads the pack.In fact, 53% state they have a documented content marketing strategy.On what types of content are most effective at bringing in qualified leads, blog posts top the list at 41%, with long-form content such as white papers and e-books coming in at a distant second (14%). Other content types include video (12%), webinars (7%), and podcasts (3%).Yet despite its popularity, digital marketers don’t allocate a big part of their budget to contentmarketing.

Source:Searchenginejournal

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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