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The Psychology of Language for Paid Search

Posted by peterzmijewski | Filed under Internet Marketing

The success of your PPC campaigns may depend on the language that you’re using.Here’s how to improve it.According to Sophie Turton,  people don’t buy what you do, they buy why you do it –that’s what makes a powerful message more effective.Here are her tips on how to use psychology to improve your PPC copy.

The serial position effect
People are more likely to recall the first and last pieces of information they see, otherwise known as the serial position effect.This makes it even more important to craft your PPC copy carefully.Keywords can help you highlight the focus of your copy, so it’s a good idea to experiment until you find the best ones to use.However, there’s no need to focus too much on their use, as they still can’t guarantee that the language’s effectiveness.The best way to speak your audience’s language is to try to solve a problem.It has been observed that successful PPC copy tries to find a solution to a problem.

Emotional triggers
Emotions can influence and even determine our decisions.That’s why they can be used to improve PPC copy and make it resonate with consumers.Once again, it’s vital to understand the target audience to deliver a powerful message.By focusing on the customers’ end game with the right emotional trigger, you’re increasing the chances of conversion.According to Perry Marshall’s ‘Swiss army knife’ method, there is a relationship between your customers and the elements in their lives.

This relationship can be organised in five steps:
*identify your customers
*identify a thing your customers love
*a thing they hate
*their best friend
*their worst enemy

Once you’ve managed to understand all the above, then the emotional triggers can become even more effective.

Social proof
One of the most effective psychological tricks when creating copy is to involve the power of social proof.According to Revoo, 70% of consumers place peer recommendations over professionally written content.This means that people have more chances to be influenced by their friends, or even other consumers, rather than a brand.A good way to use social proof is to include Google Reviews in Adwords. This increases the chances of building trust between the consumers and the product and it may even bring them closer to a purchase.

Loss aversion
Another popular psychological tip is to focus on the scarcity effect.According to neuroscience,scarcity can increase the demand for an object, as people seem to have an aversion to loss.A sense of urgency can increase an ad’s effectiveness – this also plays into the FOMO (‘Fear of Missing Out’) effect.

Dare to be different

This can be achieved by:
*thinking outside the box
*using clever language
*staying current with trending topics
*telling a story
*using humor
*being creative with keywords

A closer look at psychology and the way it affects people’s perspective can help your PPC copy stand out.If you want to start testing with the most popular psychological tricks today, start with these:

*Ask “why”
*Prioritize the headline
*Experiment with keywords
*Don’t underestimate FOMO
*Make sure the end destination reflects the initial promise
*Use data to support your offering (but don’t be verbose)
*Be smart and sassy
*Play to emotion and the love of the self
*Always go back to the “why”.


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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Timeless Keyword Research Tips

Posted by peterzmijewski | Filed under Seo Techniques

Keyword research isn’t a blog post thing.It isn’t a website redesign thing, either.Instead, it should be an everyday thing, a continual harvesting of data so you can make better marketing decisions.

Here are timeless keyword research tips that will never go out of style.

1.Funnel Stage
Keyword research should start with a page or a group of them.On the left side of a spreadsheet, you drop in the URL.And on the right, you’ll input the keyphrase for each.You tick off the usual boxes like volume and competition.But you’re forgetting about something: context.Want more visitors?Easy.Talk about celebrity gossip.The problem is that none of it will stick around.Unless you’re paid per page view, it’s fruitless.That’s a good start. But unfortunately, not all businesses are similar.This means search intent might shift up or down the funnel depending on the industry.

2.PPC Performance
Every company thinks they’re short on money.But what most marketers are truly short on is time.You simply don’t have enough hours in the day to grok around in the dark.You can’t guess which keyphrases are going to work.Start with the product or service name.You know, the super commercial one that nobody searches for.Then look up related keywords to balance relevance;something pretty close but hopefully a little more popular.

3.Existing Page Topics
Category pages on your WordPress blog are supposed to bring together closely related topics.And they do a decent job of it for readers.But not search engines. Cue duplicate content and canonicalization issues.There isn’t a lot of context around closely related posts, either.So category pages often become a mess with hundreds of posts.It’s a UX nightmare in the making.First thing that comes to mind is the whiskey.I mean, the type of alcohol in each cocktail.It might take you half a day to compile these posts in a few hub pages, breaking out drinks for people based on their liquor preference.

Seasonality usually relates to when your business is booming.That short window of time each year (or several times each year) when things pick up and get interesting.A hub page targeting “whiskeycocktails” might be tough.You’re most likely going up against the biggest brands in the industry like Bon Appetit, AllRecpies.com, or even BuzzFeed.That’s where the long-tail variations come in.Specifically, whiskey drinks for summer (crisp and refreshing) and those in the fall (warm and full-bodied).Think about seasonality in terms of affinity or what your customers are into.Here’s an extreme example.If customers are music lovers (and/or your product/service is best accompanied with some musical backdrop), you can capitalize on the ~four weeks a year people actually care about the Grammy Awards.

5.Trending Topics
Sometimes we overcomplicate things.We think our campaigns and strategies and content pieces need to be so creative or breathtaking or interesting.Jason Quey helped me simplify it in an email:“It’s a mix of doing good work + talking about an uber trendy topic. :) ”That ‘uber-trendy’ topic he referenced was the intersection of content +influencer marketing.

6.On-Site Search
You know those times when you hear something so effective and obvious, yet you realize you aren’t doing it?This is one of those times.The first time I heard Andy Crestodina tell me about on-site search, my first reaction was:duh.People are coming to your site.And they’re literally typing words into a little box, telling you exactly what they want to see.But then my heart rate sped up.Fear enveloped me.Panic ensued. I don’t think I ever even looked at people’s submissions until that point.

7.Location + Widget
The big brands will snatch it up.You’ve got no shot at ranking unless your name is synonymous with Dominos or Papa John’s or Pizza Hut. (Or, apparently, unless your pizza is terrible.)That’s where the location qualifier comes into play.It works because it’s easy.It’s exactly how people search already.A few minutes of keyword research will show you.If you don’t already know a tax attorney or an insurance professional, you’re gonna search Google for one.Preferably, in your local area.

8.Keyword Difficulty
Keyword research is a constant balancing act.First, you’ve got relevance.The keyphrase needs to be (at least)tangentially related to what you do or offer.Then you’ve got volume.The numbers you see in most tools range wildly.However, you can at least determine if it’s a super-popular one from a decent opportunity to one with little existing search demand.Those two are good.They’re a start.But they’re not complete until you balance those attributes with the competition, specifically the other people already going after the same words.For example, here are a few possibilities for your new agency websiteservices page:

9.Competitive Analysis
When all else fails, emulate.A little competitive analysis can illuminate some overlooked areas.The Hard Rock has done a great job getting editorial links.But many of those are around the same (or similar) phrases: Black Friday and Cyber Monday.Trying to come up with ideas for a new hotel deal to come out with?See what the competition is already having some success with and figure out a way to blow it out of the water.

Keyword research isn’t a box to tick off mindlessly before hitting Publish.Instead, it should be a more comprehensive, consistent activity that guides your next great marketing idea.Use keyword research to continually refocus on what your customers are searching for.Then figure out how you can do a better job giving it to them.


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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Predictions About the Future of SEO

Posted by peterzmijewski | Filed under Seo Techniques

SEO is a constantly changing and growing industry.No longer is search engine optimization seen as internet “black magic,” but it is now regarded as an essential part of any serious digital marketing strategy.We’ve come a long way as an industry — and from the looks of it, our best days are still ahead of us.The hardest thing in the world of search is predicting what will come next.As the major engines continue to update and refine their algorithms and SERP displays, we in the field shouldn’t just wait around to react.I believe we should be proactive and look at past trends to help guide us.In that spirit, I’m going to take a step out and make three predictions about the future of the SEO industry.

1.UX will play a larger role
In the past, SEO was seen as a job for the IT team.It was looked at more as a technical role than a creative position.While SEO has many technical elements to it, at its core it’s an art form.Today’s SEO professionals not only need to have a technical understanding of how to optimize websites and different types of content for search engines, they also need to understand how people interact with the web.But knowing is just half the battle.Understanding how to apply this information practically is what will continue to separate the “pros” from the “Joes.”Google is obsessed with the user — and you should be, too.As search results become more and more customized, user experience (UX) is going to play a larger role in search.If your content is not engaging your users,you will lose out, no matter how great your information is.To better position your site now, I would invest time in learning your users inside and out.Then, I would create content that not only helps them, but engages them as well.

2.AMP will be a ranking factor
We now live in a divided world.Traditionally, Google operated from a single index of documents when pulling search queries.Today, it’s in the process of creating two indexes, one for mobile and one for desktop, with mobile becoming the primary index.As far as we know at this point, AMP is not a ranking signal, but that doesn’t mean it has no impact on your search or website performance.AMP content is featured prominently in mobile search results, often above the organic listings.Wouldn’t you want your content to appear there?Additionally, if users are abandoning slow-loading sites on mobile devices, it makes sense to prioritize mobile page speed,even if you already have the top organic spot.Furthermore, if you wait for it to be an official ranking signal before you implement AMP, you’ll be too far behind to benefit from it when that happens.So start building AMP pages for your content now!Since enabling AMP on our company’s blog, we’ve seen a 12 percent increase in mobile search visits — and we’re not the only ones seeing results.

3.AI will run search
I think AI is a great thing for search.Over time, as the machines learn patterns and understand content, results will get more and more accurate.The other benefit to AI is that it will kill black-hat SEO, which I believe is great for the industry as a whole.So, how do you prepare yourself for the “age of the machine?”You do the work, the right way.While I think RankBrain (or some other new AI technology) will eventually run search 100 percent, I also think we are still quite far away from that day.So first, we can start doing a better job of creating content that’s both informative and engaging users. Then we can take the time to do the small things right, like on-page SEO.And finally, we can start thinking about search on an individual level.AI will make search more personal than ever, and this will force all of us in the marketing field to think about segments in a whole new way.While I do believe these three predictions will become reality, they also matter today.


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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Optimize Your PPC Campaigns

Posted by peterzmijewski | Filed under Seo Techniques

A well-executed PPC campaign can be an excellent way to increase conversions and revenue.Your products or services will appear at the top of the first page of Google (or Bing) on relevant searches.

Here are eight of the most important, but often overlooked, elements when optimizing PPC campaigns.Some of these are more advanced than others, but if you implement these elements into your PPC campaigns you should see a big improvement and make your business more money!

1.Make Your Landing Page Relevant
The ultimate goal of a PPC marketing is to make a sale, not just to get a click.A successful PPC ad drives qualified leads to a landing page.It is then the job of that landing page to convert thatprospect into a paying customer.You should optimize your landing pages for PPC conversions by making the message of your ads align with your landing page message.Maintaining consistency between your keywords, ad copy, and landing pages should improve your clickthrough and conversion rates while lowering your CPC.This means you should be able to make more money while also conserving your budget.Repeat whatever you say in your ad on your landing page.Since you know your customers are interested in your offer and message in your ad,you can increase the conversions by presenting the same message and CTA on your landing page.

2.Optimize Negative Keywords
One of the most powerful tools at your disposal to ensure the integrity of your AdWords campaign is to optimize for negative keywords.AdWords allows you to specify what keywords are not a good fit for your product or service.These apartments are made for students and are not conducive to the needs of traditional families.To ensure they only receive qualified traffic, I excluded general terms like “family” along with “cheap” and other qualifiers to negate traffic from people who were not in their demographic.It is just as important to tell Google what your product and service is not just as much as it is to tell them what you are.Negative keywords can be added to the campaign level, but you can hone in by adding unique keywords to specific ad groups when needed.

3.Use the Right Keyword Match Types
The most important piece of a PPC campaign is the keywords you use and the type of modifiers you use for those words.There are four types of keyword matches, including:

*Broad:This is the widest net you can cast and will match searches with any words in any order
(including synonyms) that include the target keyword.

*Broad Match Modified:This match type is the second widest net you can cast and is signified by a (+)
sign in front of your keywords.This modifier will show your ad that shows the target keyword in the order you specify.

*Phrase Match: Keyword phrases are a string of words contained in quotation marks.This modifier will show your ad only when searchers use the exact phrase you specify.

*Exact Match: This keyword modifier is similar to phrase match, but your ads will only show with the exact search query. This modifier is signified by putting your keyword(s) in brackets.

4.Alter Keyword Match Type Over Time
Whenever I launch an AdWords campaign, I usually start out with several ad groups with strong themes of similar keywords.For the first 30 days of a campaign, I often use Broad Modified match types because they offer a good level of control to qualify when my ads show, but also enough opportunities for the ads to show so I can gather data.Even though I do a lot of research to understand my competition and the market before I launch an ad, I find that the first month is a great time to learn first-hand what people are searching as it relates to the products and services of my clients.

5.Use Every Relevant Ad Extension
Many AdWords PPC managers think the value of PPC ends with the Headlines, Paths, and Description of the main AdWords ad.However, ad extensions are an essential part of the customer experience and can give your ads a considerable performance boost.

There are several ad extensions to choose from, but the most significant ad extensions are:

*Sitelinks Extensions:These are additional links your customers might find valuable that direct to unique landing pages.

*Callout Extensions:Use these to build trust with readers by including entries like “Fast Professional Service” or “Peace of Mind Guarantee.”

*Structured Snippets:Include these to provide more information about features offered.These are based on specific categories, so be sure to choose a relevant category as you build out your ad extensions.

*Review Extensions:Adding this powerful type of extensions can significantly increase engagement.

*Tip:use reviews from your site so when your audience clicks on the extension, they will be directed to your website.

6.Adjust Bids for Geotargeting
Even if you provide digital products and services, you can benefit by reviewing where your engagement comes from to prioritize media spend in those areas.However, industries like apartments, hotels, and lawyers often qualify their ideal customer by how close they live to their physical offices.If your products and services do not depend on your customers’ physical location,you can still optimize your PPC campaigns with geotargeted bids based on seasonality,weather, and user needs.For example, if you sell snow shovels then you should negative bid in warmer areas like Florida and Alabama since people in those states likely won’t need your product and you will be wasting money on each click from those states.However, you should increase geotargeted bids for cities that will experience increased snowfall from an incoming cold front.

7.Break Out Mobile-Optimized Campaigns
Many of your future customers use mobile devices.That means you should have campaigns optimized for mobile users.Mobile-optimized campaigns give you the best chance to engage your mobile customers in the right format on their preferred device.Separating campaigns is an easy way to drive more qualified clicks.If mobile drives a significant portion of conversions, then I will usually copy an existing campaign and simply negative bid mobile for the original campaign.In the same way, I will negative bid desktop in the new mobile-only campaign.

Google AdWords Is an Investment
A properly maintained PPC campaign can help make business owners a lot of money.Since Google charges you for each click on your ads, you need to ensure you take all available steps to optimize the entire experience and drive conversions.


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 Psychology of Compelling Calls to Action

Posted by peterzmijewski | Filed under Seo Techniques

The most effective call-to-action techniques use basic psychology.You can use some of these psychology methods in your calls to action to turn visitors into repeat customers.For example, let’s say you just read about an online tool that can make your business run faster and increase productivity.

How Compelling Is Your Call to Action?
Your website is competing with more than a billion other websites.Every one of those sites asks the user to do something, whether it be to buy, read more, or hand over their email address.Luckily,creating a click-worthy call to action isn’t hard.In fact, you don’t need to look any further than the nearest psychology book.

Here are seven ways you can use psychology to create a more compelling call to action.

1.Use Repetition
The human brain automatically scans material for themes and patterns that can help it process and understand information faster.If you’re not sure which recurring phrase will be effective, use your targeted SEO keyword.This provides a seamless start-to-finish search experience for the user:He types the keyword into the search engine,then recognizes it in your ad copy or meta description,then sees it again once he clicks through to your page.By the time he reaches the call to action containing the same keyword, his brain has begun associating your page with the phrase he initially searched, and he won’t hesitate to click the button.

2.Create a Sense of Urgency
This method highlights the scarcity of your product, thereby prompting the user to click your call to action before the deal is gone.This is why so many calls to action include the word “now.”Exclusivity is another powerful motivator.Nothing feels more exclusive than being one of the first to have the insider scoop, especially if you can give the user bragging rights.So don’t just ask your user to just plain old “subscribe here,” prompt them to “become an insider” or “ask for an invitation” to your mailing list.Other motivators include “be the first to hear about it” or “get it before everyone else.” They’ll be more inclined to join your list if they think they’re gaining access to something that can elevate their status.

3.Focus on a Benefit
Psychologically, users aren’t interested in bells and whistles.They’re interested in how those bells and whistles help them solve problems.Think about how your product saves time, money, or hassle for the user, then incorporate that value into your call to action.A call-to-action button that says “never be late again” is more impactful than one that says “get our time management app.” The same goes for a button that says “shave 10 hours off your work week” rather than “read our time-saving tips.”Phrase your call to action to focus on results, and you’ll instantly see more clicks.

4.Minimize the Risk
Everyone loves high value and low risk.So why not do like smart marketers do and use money-back and no obligation tactics to seal the deal?Minimizing risk alleviates your user’s fears and hesitations during the buying process and encourages them to buy or sign up.Make sure you’re clearly stating them in your call to action or in the copy leading up to it.While you’re at it,don’t overlook the power of the word “free.

5.Choose the Right Color
With the absence of physical space — meaning your product or service is fully online — the only senses you communicate through is visual (and audio if you use video).This is why using the right color is so important.Since you can only communicate through visuals (and sound), use a color that will get your users to “click.”If you want to energize, choose a vibrant yellow or orange (think Kayak.com).If you want to come across as trustworthy, choose blue as the color of most financial institutions.Or opt for a rich purple if you want to convey a sense of opulence and luxury (think Jet.com).

6.Ask at the Right Time

Welcome mats and above-the-fold call to actions provide a less invasive user experience than traditional pop-up boxes.These eliminate the risk of a user leaving your site before seeing your call to action. However, if your primary goal is to get your users to buy something, it’s best to follow steps 3 and 4 (focus on a benefit and minimize buyer risk) before asking them to sign up via a welcome mat.Users will rarely agree to buy without having some idea of what they’re getting for their money.

7.Keep It Simple
It’s good practice to follow up your primary call to action with a secondary one, such as following your company on social media after purchasing a product.However, it isn’t good practice when your primary call to action is followed by several more calls to action.Make sure your primary call to action is immediately visible and understandable,then see if other elements on the page could distract visitors from that call to action.If you’re giving the visitor several other calls to action to click on, it’s probably too much.Streamline your visitor’s experience and increase success rate by making sure you have a primary call to action and one secondary call to action.Any more than that and it will distract and deter people from staying on your website.

Final Thoughts
Attract more visitors and increase conversion rates by helping your visitors through the buying process using effective call-to-action techniques that have roots in basic psychology.


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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SEO: Running Content Departments Like Newsrooms

Posted by peterzmijewski | Filed under Seo Techniques

Brands repeatedly invest in content creation for the sole purpose of SEO.This sometimes-myopic approach fails to generate journalistic content that can supercharge a company’s customer retention, reputation management,PR,and brand tone. Sure, great content can drive great SEO, but it can do so much more in support of product launches, refining brand personas, and driving sales at the same time.

Brand Journo Strategy Breakdown

To execute a brand journalism strategy that meets strategic KPIs, marketers and SEOs need to get on the same page.Content is much more than keywords and simply “words on a page.”Content is one of the most powerful tools to enrich customers’ lives so they a.) notice your brand, and b.) stick around.

Identify Goals (Please Don’t Stick to Just One)

Let’s say you’re a startup eager to sell your product with an overall business goal to clearly drive revenue.Trouble is, sales almost always require trust.In this case, the content/brand journo goals should be to establish yourself as a trusted source for news/tips/features stories.Promote that same content via psychographic targeting directly to qualified potential customers and influencers to establish your brand as a vertical source.

Establish Your Organization as the Go-to for Information

This is the fun part! Generating story ideas that speak to consumers’ concerns and interests directly related to your product is downright exciting.Don’t think like a sales person — think like a reporter covering your industry’s beat.Break outside the lines and give consumers content they’d seek in any reputable publication.

Become a Publication

Think, behave, and look like a publication.Take the time to structure your blog (or whatever you choose to call it) to mimic a news site.Make it user-friendly, easily noting sections and serving visitors with an easy, helpful experience.

Create an Editorial Calendar

Once the publication is created, it’s easy to feel overwhelmed thinking about how to keep content flowing.An in-depth editorial calendar includes brainstorming topic ideas and organizing them based on business objectives and seasonal considerations.

Get to Know Your Beat — Ideas, Ideas, Ideas

Feel overwhelmed by content idea generation?Sure, it might seem daunting, but we promise there are no shortages of stories and angles related to your product.Products solve a problem or indulge a desire. There are great stories in virtually every product/service known to humankind.Don a reporter hat and start talking to customers.Understand their interests and what intrigues them.

Create Paid Search and Social Strategy

As stated above, creating a publication without utilizing content as a means to drive customers back to a site is a bit of a waste.Such an approach might be great for pure SEO, but misses the mark on so many other opportunities.Utilize psychographic targeting to create personas for a variety of your publication’s targets.This process will not only help you promote content, but also better understand your audience.

Think Like a Newsroom (AND Snag the Leads)

Creating a publication people actually want to read gives brands the honor of collecting user information.Create news-based mailing lists (for top-of-funnel campaigns) and provide simple opportunities to join.

Thinking Just SEO Still? Think Bigger

All too often organizations look at what they’re self publishing (blogs, white papers, etc.) purely in terms of SEO.Trouble is, when they do that, the blog sucks and nobody knows where to find it anyway.Alot of time,effort,and energy down the drain.A broader content strategy that ties to all relevant goals (customer retention,thought leadership, psychographic promotion, etc.)


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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voice search: Artificial Intelligence, location and SEO

Posted by peterzmijewski | Filed under Seo Techniques

Corresponding with this increase in mobile device usage is the rise of what is called “voice search,” as well as the increasing prevalence of devices that contain “personal assistant” software like Alexa and Siri.People havebecome increasingly accustomed to the idea of speaking directly with computer devices and accessing information on the internet wherever and whenever they might need it.Naturally, like mobile usage in general, these emergent technologies have begun to influence search, and the impact will ikely become even more apparent as usage grows.Much in the way mobile devices have disrupted search by bringing on-the-go, local queries and results into the equation, voice search is introducing new methods of query and different results-experiences for users.Now,when a person activates voice search, particularly on personal assistant devices, most personal assistant technology will only deliver what is considered the best answer, essentially reducing the SERP to one result.That means that brands either occupy the first position, or, as far as voice search is concerned, they do not receive any attention at all.The single-result SERP isn’t uniformly true for voice search.For voice-activated technologies connected to visual displays like smartphones and laptops, there is a greater possibility for more results.Even so, brands still need to remain focused on appearing in the top results.we have seen the transformative impact of mobile on search and consumer behavior, including the shift towards the mobile-first algorithm.Voice search is the next major trend that brands will need to focus on to ensure they remain competitive.The more we understand about voice search and personal assistant devices, the easier it will be to optimize for them and ensure that your brand is represented across devices.

The role of personal assistants
As devices with artificially intelligent personal assistance software have become increasingly mainstream, so too has the use of voice search.Developers are now beginning to understand there are particular types of search queries people are more fond of using voice for, rather than text.For example “when is my meeting?” Users are 30 times more likely to use voice for these types of queries, rather than text.These personal assistants, which have been put forth by several different brands, have empowered customers to remain even more connected to the internet at all times,even when engaging in hands-on activities like cooking or driving.Customers can ask about the cook time for chicken, for example, while in the middle of preparing the meat without having to remove themselves from their original task.The report indicated that the usefulness of voice search when a user’s hands or vision were otherwise occupied was the top reason that people enjoyed the technology, followed by a desire for faster results and difficulty typing on certain devices.

How Artificial Intelligence powers voice search
Artificial intelligence powers personal assistance capabilities for mobile users.AI helps voice search and the associated algorithms to better understand and account for user intent.This intelligence, using semantics, search history, user proclivities and other factors, is able to process and understand the likely context of queries and provide results accordingly.Natural language triggers, such as “who,” “what,” “where,” “when,” “why,” and “how,” for example, make it easier for AI to understand the user’s place on the customer journey and the likely goal of the search.Voice-activated devices can then direct users to where they most likely want to be on the web.AI is essentially able to sift through voice search queries and identify the most important information, as well as the understand the intent regardless of an array of speech errors.

Voice search in practice
Voice search makes it even easier for customers to ask hyperlocal queries, which is significant in the context of a mobile-rich environment.Consider how users execute search queries differently when speaking to mobile devices rather than exploring the web via a desktop computer.Voice searches tend to contain slightly different words, such as “close” or “nearby”, which are not commonly used on desktop computers. Why?Because people tend to use mobile devices to access personal assistance software, and mobile devices are most often employed to find businesses or other locations while on-the-go.The aforementionedlanguage triggers, “who,” “what,” “when, “where,” and “why,” are also common, setting the context for the query and what the user likelywants tofind.These queries are also most likely to contain longtail keywords, conversational phrasing, and complete sentences.All of these factors impact how brands should optimize their content to maximize its appearance in voice search.Voice searches have also become increasingly complex.

Voice search and local search: How the SEO marketer can succeed
Knowing that voice search is an emergent technology that will impact marketing at large is one thing.Understanding how to take advantage of that fact is another.For that reason, marketers should develop an array of best practices to ensure success in the wake of this incoming trend.

Tip 1.Use keyword and intent analysis to better understand the context of the queries.For marketers to be able to accurately create and optimize content for voice search, they need to know the replies that users expect when they make a particular voice search query.Then, tailor the content to meet the needs of the users.

Tip 2.Incorporate important location keywords into the content that could impact voice search.For example,Fisherman’s Wharf, Pier 39, or Golden Gate Park might all be landmarks that people use to find a suitable restaurant in San Francisco.Incorporating these terms into your content will boost your hyperlocal presence and make it easier for you to rank for voice search.

Tip 3.Use markup to ensure that your content is ready to be displayed by Google rich results.Rich answer boxes,such as Google Quick Answers and the Local Three Pack, play a big role in providing rapid answers to user queries on-the-go.Making sure that all your content is marked up with schema will help ensure that your content is prepared to be displayed in any rich boxes that become available.

Tip 4.Make sure that each physical business location has its own site and that each site is individually optimized.This means you need to do more than just translate keywords to other languages or optimize all sites for the same terms.You need to optimize each site for the context and desires of their specific targeted audience.Learn what interests customers in that particular area through targeted keyword and intent research and make sure that each site is ready to compete within its own local sector.

Tip 5.Since a large part of succeeding with voice search is having a strong local presence, paid search and organic search teams can work together to maximize the brand’s presence.Research valuable keywords for the organization, intent, and how the brand ranks.


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 Epic Rise of SEO: To Invest

Posted by peterzmijewski | Filed under Seo Techniques

Search engine optimization (SEO) has become a force to be reckoned with through mind, matter,and money.

Here are my tools to conquer it

SEO Is the Core of Brand Development, Awareness & Engagement
The clear majority of web traffic is facilitated by the heavy hitters of search engines: your Googles,Bings, and Yahoos.Thus, to not create your content with that in mind is to immediately omit your website from highly valuable traffic.SEO used to be solely tech-oriented, primarily driven by IT people.Now, it supports really all digital marketing and will continue to for the foreseeable future.Therefore, it should be regarded as a core component of any digital marketing program.

SEO Creates & Expands Your Market Position
The same applies for a thought leader: a company or individual that shows initiative, and subsequently differentiation, in a specific field.To drive SEO interest around your personal brand,you will need to start making a list of keyword phrases that support your competitive position, strengths, skills, and location.Your keywords, when defined and analyzed for search importance and competitiveness, can be used to boost your LinkedIn profile awareness and potential Google search results.

SEO in the U.S. vs. Global Outsourcing
It’s no secret the rationale behind most foreign outsourcing — cost.The budgetary and futuristic circumstances will differ brand to brand, but undoubtedly there are obstacles in global micromanagement. One is simply the differences in actual language, and as such, rewriting is a must, no matter the country!There are abundant differences between American English and that of Britain, for example.

The Reality of Top Notch SEO
Like the old saying goes, you get out you what put in.You need to take the time and develop a sound strategy based upon that which is unique about your brand and content.You’d do well to collaborate with a proven SEO consultant to expand your customer base.Have someone, if not a team, constantly monitoring the content and traffic (you can stay in-house with this so long as the vetting is adequate).

The SEO Timeline & Forecast
SEO is more complex than ever.At least 50 percent of my current clients came to me after they were penalized by Google.Why? Because they were working with SEO practitioners who are still relying on the risky tactics of yesterday.Just like a premium company attempts to prognosticate social, political, or financial change, SEO also must be treated and monitored from a forwardthinking perspective.You’d do right by your brand to have your SEO team keep their fingers on the pulse of that which is currently relevant, and that which will be.

SEO Costs & Resources
Revisiting the mantra of getting out what you put in, quality SEO ain’t cheap.Viable expenses include consultation,technical development, user experience professionals, outreach, and management (realonline PR).SMBs should be fully prepared to spend $2,000 to $5,000 monthly,while enterprise-level companies should view $5,000 as an absolute minimum.Digital Current has a fantastic breakdown of the hierarchy of SEO costs and services.

The Necessity of Paid Search
In my SEO experience, I encourage our clients that have either newer sites, penalized sites, or sites that are underperforming to leverage paid search marketing (which we manage).Paid search, or PPC, is typically the most effective in any campaign-driven program or product/model-based campaign.Seasoned SEO veterans can utilize the deep data metrics provided in PPC reports to best understand user behavior and competitive market share as well as keyword activity so they can best shape your SEO strategies and programs.They learn from PPC and vice versa, in that if they are working with you, with your active SEO program you want the pros to design and for which to run paid media campaigns, they learn from your SEO reports and progress.

The Marriage of SEO Strategy & Social Media Marketing
There is a synergy between SEO and social media campaigning, and it’s growing by the day, which can result in a goldmine of generated leads.The nature of social media and social media marketing is viral, as content is engaged with and shared.So, by its nature, lead generation develops when a brand understands how to deliver ongoing, frequent content of interest to its influencers and potential buyers.There is also an ongoing evolution,wherein people are simply using their social media channels to find whatever it is they are in search of,as opposed to Google.

Essential Takeaways
The value of SEO is no longer unclear or up for debate.With e-commerce showing absolutely no signs of slowing down, SEO is as important as it is complex, which is why proper resources and attention must be allocated toward it.


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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Some Must-Dos for SEO beginners

Posted by peterzmijewski | Filed under Seo Techniques

You might disagree, but I see Search Engine Optimization as both an art and a science.You need to be creative in your approaches to please search engines and outsmart competitors while also applying solid research and analytics-based strategies.

Following are some of the significant — but sometimes forgotten — levers you can pull to enhance your SEO efficiency.

Keyword grouping

Keyword grouping refers to the organization of keywords into clusters for a variety of purposes —to inform your site’s information architecture, to optimize landing pages, to identify potential areas of content development opportunity and more.But organizing your search keywords into the most valuable groups can be a difficult task,even for a seasoned guru.While different SEOs and tools take a variety of approaches, I find it best to unite keywords into clusters based upon whether queries using them results in similar URLs appearing in the top 10 results in Google.

Benefits of keyword grouping

*A keyword grouping strategy allows you improve your SEO and PPC workflow and get a better understanding
of how each type of a keyword is working for you.

*It helps with on-page SEO optimization, copywriting, topic selection and organizing your website architecture.

*You can prioritize your landing page creation based on what seem to be the most promising keywordgroups.
Page change monitoring

Monitoring page changes is a new tactic for me, but I find it’s absolutely crucial to SEO.With page change monitoring tools, you can receive alerts about any changes on the pages you are optimizing.If you’re a small business owner who is the only one touching your pages, this tip isn’t for you.But it will be invaluable for those who work within large marketing teams and agencies on projects where the website is accessed by many webmasters, marketing experts or clients.When you monitor pages, you will always know when your client or a webmaster make a website change that will impact your rankings — and you’ll be able to make any necessary adjustments before your rankings drop or you get penalized by Google.

Competitor SEO research
Staying smart on the competitive landscape is critical for SEOs and marketers.Inform yourself by keeping track of your competitors’ marketing activities, starting from search rankings down to new content and links.As I mentioned briefly above, one often-overlooked tactic is to use a monitoring tool to spy on the changes (like new links or new content) competitors are making on their sites.This will allow you to discover what they are doing to generate quality traffic and let you develop your own outsmarting strategies based on those findings.

Long-tail keyword variations
Embracing long-tail keywords is vital for online businesses that want to get high rankings in organic Google searches.Long-tail keywords are often neglected because they initially get less traffic, but by cultivating those who search for these terms, you will get better results in the long run.That’s because these searchers — with their very specific lower-funnel queries — are exactly the target audience you are seeking.The challenge is to find profitable and useful long-tail keyword variations for your niche and your website.

Mobile rank tracking
It’s impossible to ignore the incredible impact mobile devices are having in everyone’s daily lives,so mobile metrics are growing increasingly important.Using Google Search Console, you can check mobile rankings using the Search Analytics report.There, you can compare desktop and mobile rankings, looking at time frames, impressions and clicks for mobile rankings.

Local keyword ranking
If your products or services are of interest to folks in your geographical area, make sure you’re also optimizing for local searches.As people carry around their smartphones and perform searches while out and about, local search — like mobile — is becoming increasingly important.

SEO is a dynamic marketing field, which makes it both challenging and exciting.The good news is that you can gain a competitive advantage if you keep up with the latest tools and techniques,such as the ones I’ve detailed 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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A Strategic SEO Framework

Posted by peterzmijewski | Filed under Seo Techniques

Let’s look at how to apply this framework to discussions around the implementation of optimizing a website for organic search.

Understanding “See, Think, Do”

“I believe when you develop content around intent and think in a more focused way about the ‘required experience’ on the customer journey, you begin to change the voice and the way you communicate,too,”according to Grehan.“You begin to think more of the individual and speak in a one-to-one tone as opposed to the often copied ‘mass media audience’ voice.“I don’t think about awareness, consideration, purchase loyalty — these standard marketing models, I hate them,”Kaushik said in the video. “So I created a new one. I call it ‘See, Think, Do.’ And what it says is that rather than thinking selfishly as a company, you have to think from a consumer perspective.”

The buckets of consideration that Kaushik is referring to happen when an audience is on their buying journey.

See:This stage is comprised of the largest, qualified, addressable audience.

Think:This stage is the part of the audience that is actually thinking or considering a particular thing.

Do:This stage is made up of that subset of the audience that is looking to buy.

Applying the See, Think, Do Framework to Website Optimization
Let’s look more closely at how you might apply the See, Think, Do framework when discussing and implementing the optimization of a website to drive organic search, conversions, and revenue.Keep in mind that when talking about optimization, we aren’t just placing keywords;we’re creating an experience through content and the various elements on a web page.

See:This includes the larger audience of people online that are interested in something, and relates to the more generic search queries we see, for example, “doorknobs.” In this phase, if you’re in the market of selling doorknobs,you might create informational content in various forms on your website about doorknobs;varieties,uses, features and benefits, installations, etc. Again, we’re thinking about the intent of the audience here.

Think:Your audience is essentially thinking about a purchase.Your website’s job is to help that decision become easier.In this phase, you might create buying guides for doorknobs.You might also have functionality on your product pages that allow a person to compare various doorknobs.  

Do:This is enabling a conversion on the web page, whether that’s buying a product or signing up for more information from your brand or any other type of conversion you deem important.This is usually facilitated by the elements on the web page (for example, a noticeable “add to cart”button,an easy-to-find way to request more information or talking to customer service via chat, and so on).

Why You Can’t Afford to Ignore the New Approach
Without an understanding of what your audience is trying to do, SEO strategies today can fall short, be too prescriptive and too tactical.in an era where search engines are becoming smarter at identifying the web pages that answer your audience’s intent, you can’t afford not to consider models like intent-based optimization and See,Think, Do.Without it, your chances of visibility online are becoming slimmer.Plus, approaching your conversations with the C-Suite in a more strategic way when discussing SEO is speaking a language they can understand, and presenting a roadmap they can get behind.


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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