How to Carry Out Effective SEO and Marketing for Your E-commerce Website

Barbara Spagnola - Tuesday, April 17, 2018

When you are looking for avenues to sell products on the Internet, it is prudent for you to create a good e-commerce website. When you have a store up and running, it is crucial for you to know how to promote and market your site so that customers will be attracted to make a purchase. When it comes to promotion and marketing techniques, you will find that it can be done in a large number of ways. However, getting SEO expert tips that is simple and easy will help you in a significant way to attract your targeted audience and increase the sales for your e-commerce website with success.

Search engine optimization for your e-commerce website

If you wish to increase the sales and the lead conversions of your e-commerce website, it is crucial for you to bank on search engine optimization techniques for the need. When it comes to the creation of search engine optimization strategies for your website, it is vital for you to rely on skilled and experienced search engine optimization professionals. They will evaluate the needs of your site and help you get the right tools and strategies for promotion. SEO is a valuable tool that you cannot ignore if you want your e-commerce store to compete and survive in the market. With the aid of the right search engine optimization experts and techniques, you can efficiently enhance the web presence of your store. The store should be easily found on search engines so that you effectively can get the targeted audience that is looking for you.

Improve the end-user experience for your e-commerce website

With the aid of SEO, the experience of the end user is enhanced. Always remember that when you are using search engine optimization tools for your e-commerce website you effectively can improve the experience of the visitor to your site. When an e-commerce website is completely optimized, it is simple, engaging and attractive. The website also appears to be secure and convenient. The goal of any SEO strategy here is to help the user find what he or she is looking for quickly. An e-commerce website is not good if it does not improve the user experience of the customer. For instance, if you are using an e-commerce website that is confusing and cluttered, will you use the site? It is like walking into a disorganized local store and not getting what you need in the first instance.

Conduct a website analysis

It is imperative for you to take a site analysis and ensure that the website is clean and organized with the products listed well. The primary target of a good e-commerce website is to generate leads and trigger sales. If you do not pay attention to the search engine optimization of your website, you will not be able to create the site revenue you deserve. It will lead to losses, and you may incur huge debts. Experts say that when it comes to e-commerce websites, many business owners fail to generate the revenue they deserve and they fall into huge debts. The payment gateway of the site is critical, and so it is crucial for you to ensure that your customers can make payments conveniently, securely and safely. It leads to better conversion, and the risks of falling into debts do not arise. 

If you want to stay ahead and abreast in the market competition, it is essential for you to ensure that you hire the right SEO experts for the promotion and marketing of your e-commerce website. You will find that many business owners underestimate the value of search engine optimization for their e-commerce websites and this leads them to lose targeted customers. It is critical for you to ensure that you get the best guidance from experienced and professional e-commerce SEO experts that have proven track records. With the aid of them, you can focus on the other core tasks of your e-commerce business. It is not possible for you to become a master of e-commerce techniques as there are many updates and things that change frequently. You will not be able to keep track of these changes and updates. Professional search engine companies and experts provide different types of SEO packages for your business needs. You effectively can choose the best one that meets and matches the needs of your business and your budget as well.

Therefore, if you are the owner of an e-commerce website, it is crucial for you to be aware of the significance and the importance of search engine optimization techniques for your e-commerce marketing and promotional needs. Bank on the right experts that have specialization in the niche of e-commerce and ensure that your online store gets the visibility and the sales conversions it deserves with success!

Author Bio

Isabella Rossellini is a marketing and communication expert. She also serves as content developer with many years of experience. She has previously covered an extensive range of topics in her posts, including business  and start-ups.

The Importance of Implementing Localized SEO Marketing

Barbara Spagnola - Friday, April 13, 2018

While doing search engine optimization, it is necessary to take into account the key areas of marketing that make it possible to reach the local population. If your business sells products to a target audience concentrated on a single geographical region, you would do better by implementing local SEO. Since Google made the Pigeon update in 2014, the importance of local SEO has continued to grow, something that has inspired entrepreneurs to shift focus to the strategy.

What is local SEO?

If you have never used local SEO before, probably you would want to know what it entails. Basically, local SEO is a marketing strategy where you promote your business by targeting customers based within a specific geographic area. Google will easily pick the queries that have local intent and show the results accordingly, so optimizing your business for local search will help you to reach more people within your target geographical area. For example, searching “best seo company in Gold Coast” the results will show top SEO companies on the Gold Coast.

Benefits of localized SEO

There are many benefits your business will get once you implement a localized SEO strategy.

Here are few you might want to know about.

1. More brand visibility

By having a localized SEO strategy your brand will enjoy more visibility because of the individualized results. The visitors you will get will be mostly relevant to your services and will include people based near where the business is located. This is a good thing as it will help to improve conversion. You can easily grow your brand by having a localized SEO strategy that serves content that matches the queries of people near your area.

2. Deal with rising competition

Competition for space in the online world has continued to sour and every business is resorting to different methods of promotion that are geared towards making the business more visible. With localized SEO, you can help to claim a good position on search results because your business is recommended as one of the best in a specific location. This strategy narrows targeting and lets you focus on a geographical location that is ideal to make your business more successful.

How to improve local SEO for your business

You can set up the local SEO of your business in a number of ways.

  • Local directory listings. Join local listings like Yelp, Foursquare, Yellowpages, Superpages, etc.

  • Reviews. Also solicit reviews and work on review-building on search and social profiles

  • NAP citations. Use the same name, address, and phone number for your business across all networks.

  • Schema markup. While developing the site include business schema and supply information about the business including its location locally.

  • Localized content. The content on your site should also be relevant to those searching.

While setting up a business, you should think about implementing a local SEO strategy. This comes with a wide variety of benefits including improving the visibility of the business on search results. People searching for local businesses are served relevant content and your business will be shown among the best in the location that offers certain services or goods.

Essential Marketing Tips For SEO

Barbara Spagnola - Friday, April 13, 2018

More businesses are now informed on the importance of SEO. We know that to have a successful marketing campaign, you need to have to use an effective SEO, right? However, not much information is put out there about how the basics are formed. This is why this article is going to provide you with some essential marketing tips for SEO. So, let’s learn!

Ensure the Content is updated

You are supposed to add new content on your site and upgrade the old one. Ensure that the content is relevant. All the links should also be functional. Most of the times after search engines see your site, they prefer getting new information. This dictates the number of times they are likely to return to your site. When you don’t update your content and the search engine keeps finding the same old content, it is likely to return lesser times.

Links that are broken are not so pleasant to visitors. When they find it broken, they mostly go to other sites that are functional. The search engines will then presume that the website is not giving user experience that is good to visitors. If this happens, it results to the search engine lowering your rank.

Seek Professional Help

In case you are having any problems with your site, you should seek professional help. There are many firms and companies that offer great seo services. You do not have to encounter any problems of running your site on your own, while there are companies that can help you out.

Use Long-Tail Keywords

According to a study conducted by Wordstream, 50% of the search queries have more than four words. Others are even longer. Therefore, when you are forming a keyword, first, have an idea of what you can enter in the engines in order to get your post. For instance, for this article, you can use “Marketing tips for SEO.”

Use an Applicable Guest Blog

In case you opt to go for guest blogging for SEO, ensure that you select blogs that are pertinent to your website. Make sure that you maintain your audience and get enough engagement. It is easy to get all this with just a little research. When you add backlinks to the site, a guest post is equal to four links for the landing page. This is the food that search engines feed on. Blogs that are known lead to increase in the credibility since readers are likely to trust you even more.

To have great results from your marketing campaigns, you need SEO for your business. The tips above will help you with your marketing. Nevertheless, most of the business owners disregard it, while to others; SEO may appear like a big technical charge, which they cannot stomach. There are other entrepreneurs that only aim at promoting their businesses through the platforms on social media. SEO on the other hand, will cause visitors to directly go to your site and the possibility of clients converting to customers increases. Isn’t that what every business owner’s dream of?

How much does SEO cost?

Barbara Spagnola - Thursday, March 01, 2018


The main question facing anyone who is looking to grow their business using Search engines or the internet will face this question at some point. It is a very valid question. Where would you start? How do you know what a good deal looks like? What should I be looking to budget? All these are questions that would face the first time SEO user. If you have been in business for any period of time, there is a good chance you will have heard the term SEO, Search Engine Optimisation, Search Engine Marketing or just Digital Marketing. Either way, most businesses today will have some element of digital strategy in place to gain leads or sales online.

It’s difficult to know what you should spend on SEO

Having been in that position myself in the past I completely get this. Back in the day, with my first business online marketing wasn’t such a must as it is today. My sportswear company was my first foray into using an SEO agency to gain us better visibility and rankings within the SERP (Search Engine Results Page). So this was a question I faced when first creating to company budgets and looking at what finance I needed in place to grow as I wanted to grow.

The cost of SEO can be effected by the Adwords cost

When looking at the cost of SEO it would be daft not to think about the cost you would pay per click when using Google Adwords or Bing Ads. If you are trying to rank your website for a national search term it will take a much larger amount of work, therefore cost to achieve than if you were looking at ranking for a local search term. Having said that there is now a lot more competition in the local search results as Google gets smarter with the intent behind every search.

A good analysis of the existing situation is key

It can be very difficult to determine what work needs to be done to help improve a sites rankings without first looking at the current situation. Questions to be asked would be: Where does the site currently rank for the desired keyword/phrase? What are the objectives of the business? What position is the dream? How fast are the results wanted?


Quality has to be the first thought

Some companies will suggest they can do a sites SEO for as little as £35 per month. How much time could actually be spent working on a website for £35 per month? What type of marketing could be done for that little? This type of service are either not actually doing anything for that money every month or they are using some form of marketing which has to be against Google Guidelines. What’s the worst that could happen? Well, Google could give you a manual penalty. Trust me, you don’t want one of these on your site. The main thing to do is use your common sense when looking at this type of service. If it looks to good to be true, it probably is!

So how much does SEO cost then?

Well, therein lies the problem. Everyone seems to have a different take on what it should cost. Some agencies out there will charge £160-200 per hour, others claim to get you to page 1 for £35 per month. This is a real issue, it causes a dilemma for business owners who want the results but also want value for money. Moz carried out a survey back in 2015 based on US agencies and the results for the main ‘What do you charge for SEO?’ are below- Survey Question: For those clients you service with ongoing/multi-month contracts, what is the average client’s monthly billing? 10% — less than $500 27% — $500-1,000 29% — $1,000-2,500 20% — $2,500-5,000 15% — $5,000-10,000 To see the study for yourself, here it is.

How much does SEO cost in the UK?

Sadly the information above does not cover the UK, which is of course where we mainly work, but knowing the industry and understanding the environment the below is my insights into the UK costs. £50 - £150 per month: Low value SEO (Or very low competition) £150 - £500 per month: Small-sized business SEO £500 - £1000 per month: National Small business with higher level of competition £1000 - £2000 per month: High Quality SEO for competitive industries £2000 - £10000 per month: This all depends on the value level of the business. A High end value led client with multiple locations or multi-national SEO requirements. This becomes a high quality content marketing led approach.

What are your goals from an SEO campaign?

The first thing to ask yourself when thinking about an SEO campaign would be to think about what the end goals are. Many a time I have spoken to clients who are not happy with their existing agency and want to look at moving. The main thing I find here is that it might not be that the agency isn’t producing on the results that they are aiming for, but more that the agency and the client goals are not directly aligned to each other. Before you start any marketing campaign, you need to make sure you have the goals in mind and keep these at the forefront of anything you do, including SEO.

What is your target market/industry sector and how competitive is it?

The competitiveness of your industry or market sector is one of the main areas to focus on when doing initial research into an SEO campaign. This will have a major bearing on the costs to gain the results you’re looking for. As an example, the Photocopier leasing industry is highly competitive. To rank in position 1 for this term would take a large budget for both organic SERP position and the Pay per click rankings. Largely due to the fact the customer lifetime value is so high for a photocopier lease. Not only do you get the client to buy a photocopier but the supplier would normally be able to sign the client into a fully managed service which would bring further revenues. Contrast that to a local cafe that is looking to get customers to visit from the surrounding areas. The competitiveness in the local area maybe a bit easier. This is not that it is easy to rank but that normally the owners of local cafes might not be in a position to pay an SEO agency and also not have the time to research the techniques they need to implement.

Top Industries by sector

List of top ten industries paying Google adwords in 2011 were: Finance and Insurance (£3.2 Billion) Retailers and General Merchandise (£2.3 Billion) Travel and Tourism (£1.92 Billion) Jobs and Education (£1.76Billion) Home and Garden (£1.68 Billion) Vehicles (£1.6 Billion) Computers and Consumer Electronics (£1.6 Billion) Internet and Telecom (£1.36 Billion) Business and Industrial (£1.28 Billion) Occasions and Gifts (£960 million) Looking at the information here it would be safe to assume that all the industries above would spend a large amount on building their organic search engine's listings too. Especially with spending almost £30 million in Paid search alone in 2013.

Is SEO a good investment for my business?

Will I get a good ROI on an investment in SEO? If done right there should be no reason why you won’t see a return. The main thing is to find the right partner for your search engine optimisation requirements. Research suggests that 81% of shopper conduct research online first. Obviously, this means that if you are not one of the sites found in the search results then you’re missing out on forming part of that buyer's journey and becoming one of the trusted sources of information before purchase. To help gain more buyers a good SEO campaign would not only look at the ‘Intent credit card in hand’ phase of the sales funnel but need to be there when the buyer is in the ‘awareness phase’ or top of funnel and then produce the relevant content right through the traditional sales funnel. This way the buyer will build an affinity with your product and brand as you have helped them find the solution to the problem they have.

Cheap SEO is never a good idea!

With SEO so vital to companies now and the search engines being such a huge driver behind a large number of businesses, it surely makes no sense at all to use these cheap £35 per month SEO services. I mean, it begs the question, how much work can they actually do for that each month? Done right and SEO can be a huge driver towards your business goals and your future business success. Done wrong and it could end up costing your business dearly.

In Summary

SEO can help you generate more leads for your business. But it must be done right and you must make sure you're getting the value for the money you are spending. When building your company's marketing plan, SEO must be a part of it. The estimates are that 61% of all organic clicks are on the Top 3 search engine result positions there is a vast amount of business to be had by getting your Search marketing right. The key is finding the right company who you trust and know have the relevant skills to realise the search goals. 


The latest research shows that almost 95% of all search engine traffic for websites is through Organic and only 5% is through paid search. This is a staggering statistic as some people are still not investing in the Organic search strategy. 

This article was originally published at Tao Digital Marketing

How The Content Improves SEO More Than The Keyword - Explained

Barbara Spagnola - Friday, December 08, 2017

When businesses and site owners think about SEO, the obsession is often with keywords. The reason is because we have become conditioned to think that keywords matter more than anything else where SEO is concerned. That is why you will see so many people ordering articles and being more concerned about the keywords that are contained within that article rather than the quality of that content – and that is a crucial mistake. Content can improve SEO a lot more than keywords, especially with modern Google algorithms. Here is our explanation of why.

Content is King

To understand how content helps SEO, we must understand content marketing. What is content marketing? It is a process that involves getting a site visitor through your sales funnel by enticing them with helpful and engaging content. It is not just about stuffing content with keywords and hoping someone lands on the site. It is about having engaging content that will not only satisfy the readers, but make them want to come back to your site again for new content. But how does content marketing intertwine with SEO? Experts such as Brad Smeltz have been tackling this concept for many years, and his insight could help you.

More Content Means More Keywords

Think about how you are stuffing keywords onto your site. You are probably pushing these keywords into homepage copies, text descriptions of photos, small paragraphs on the various pages of your site and in meta descriptions. Those opportunities are fine, but having proper articles where you could put those keywords would help you so much more.

By having articles that are engaging and an authority on a subject, you would have so many more chances to put in relevant keywords. And having these keywords within articles accomplishes two things: the keywords help get you higher on search engine results pages, and having the great articles means that someone who lands on your site is going to want to stick around.

Google Cares About Quality Content

Studies are beginning to show that when we look at Google’s search engine results pages, the sites that are near the top are the ones that have the highest content. The top three positions for most search engine results pages will have at least 2000 words or more. It does not mean that you are being encouraged to stuff articles with more words. It just means that lengthy and engaging content is helpful when it comes to getting your site higher up on search engine results pages.

It is time that we stop thinking about SEO as being all about keywords. The old methods involved stuffing content with keywords, without even caring about how coherent or engaging the content sounded. Those days are in the past. Google cares a lot about sites that have lengthy and insightful content, and so do readers. If you want someone to arrive at your site, stay and eventually make a purchase, use engaging content that is appropriately filled with keywords. 


Barbara Spagnola - Tuesday, December 05, 2017

SEO Strategy: How to Evade Google Penalties

You have done all the things that you were taught with respect to SEO and online marketing. Now your website is in a great place. You are driving tremendous amounts of traffic from search engines, and you are even getting great traction through social media and other avenues. While those other avenues are safe, you are always going to have a nagging fear in your mind with respect to search engines. Ask any site creator or SEO expert, and they will tell you that everyone holds their collective breath when a new Google algorithm update is released.

Adapt to Change

Why are these algorithm updates so intense? Because you are always going to see changes, and they can destroy traffic for some sites. Whether you are running the site as a blog or an online store, or it is a tool to promote your regular business, having your traffic decimated can have a very negative impact. That is why it is so vital that you are reacting quickly. Making quick adjustments to your SEO strategy, and quickly understanding what the algorithm is changing, will be so important to maintaining your traffic levels.

One of the options that you have is to use the expertise of someone like Tim Schmidt. SEO experts can certainly help you, but so will developing techniques and strategies of your own. If you are relying on others, you will have to wait till they can adapt to algorithm changes. If you come up with a plan of your own, you are just relying on yourself.

Avoiding Google Penalties

Another huge issue with Google updates is how you are going to see different penalties depending on how you are boosting traffic to your site. We are going to assess some of the most common actions that incur penalties, and how you can avoid them.

  • Link Farms are the first thing to avoid. These are created to boost PageRank by exchanging links with themselves. If you are using unauthorized programs to generate page and site submissions, or to check site rankings, you may get into trouble. Always limit your use of something that is not certified to work within the Google framework.
  • Rank manipulation is also something that Google takes very seriously. You are probably using some form of keyword stuffing, even in your organic content. Sometimes you can get away with it if you are using keywords in a certain way. But a new update means the algorithm for detecting manipulation may have changed, so be careful about how you are handling this process.
  • Guest posting is another popular SEO method that can get you in trouble. Make sure that you are using guest posting sparingly if you want to avoid penalties. The issue with guest posting arises when you are unbalancing your link profile, using too many links from a single source, or getting into a position where Google may devalue links that are arriving from guest posts.

SEO is always a game of cat and mouse. You game the system, and Google changes the system. You must be ready for changes if you want to stay at the top. 

Sign Up Now

10 Ways To Future Proof Your SEO

Barbara Spagnola - Tuesday, September 26, 2017

Over the years SEO went through some drastic changes thanks to Google's algorithm updates. Every time a big update was released, like Panda or Penguin, we saw a huge shift in rankings. Some websites were all of the sudden launched to the top of their SERPs, while some were completely filtered out by Google, becoming completely invisible for search engines. The fact that Google's updates can create such havoc is really important since you have to focus on those SEO aspects that almost definitely won't be changed in the near future. We'll show you some of the best ways you can use to future-proof your SEO and avoid losing your ranking literally overnight.

#1. Get Familiar with Google's Algorithm Updates

The single best way to predict how algorithm updates will shape the future of SEO is to get familiar with its past. Knowing exactly what Google targeted over the years may prove invaluable for setting up your own SEO strategy, the result being not having to worry about the ensuing chaos that might hit you or your business. You'll know what to expect, when to expect it, and to what extent the changes are changing search results. Also, even more importantly, you'll figure out some of the things that the Big G values and rewards for, like high-quality content, or great user experience. Knowing your enemy is half the victory, even though Google isn't exactly anyone's enemy. Or is it?

#2. Go Mobile Friendly

Mobile devices have taken over as the number one option when it comes to initial searches on the search engines. And the gap keeps getting wider, as more and more people use mobile devices every day. When Google released its Mobilegeddon update, it targeted websites that weren't optimized for mobile devices, but only for mobile device SERPs. The thing is that being mobile friendly is unlikely to ever become a bad thing, so you really can't go wrong with it. It's a no-brainer really, a no risk - high reward type of thing. Go with responsive web design, keep user experience top-notch, and you'll be all set for the future.

#3. High-Quality Content

Ten years ago you could write any gibberish in about 300 words, all while stuffing two dozen keywords in the headline, and you'd be able to climb the SERPs. This is because search engine algorithms weren't able to recognize the good from the bad, they only cared about keywords and links, even low-quality ones. But all of that changed and content is now an extremely important factor when it comes to organic search ranking. Through multiple updates, websites that had high-quality content always came on top, as they were rewarded for their diligence and originality. Today, if your content satisfies the needs of your visitors, Google will recognize it through a number of metrics, like time spent on a certain page.

#4. Evergreen Content

There aren't many businesses that succeed at creating the right content first time. They either do it to promote their sales or to highlight positive customer experience. While this is fine, this type of content doesn't last very long and it doesn't bring too much to the table when it comes to both visitors and search engines. Instead, you should focus on creating evergreen content, the type of content that you'll know is going to be relevant in a couple of years. Are you a pizza store owner? Cool, have an article written about different types of doughs and what are the best ways to achieve perfect crust. Like we said, the future is all about delivering what your visitors need, and evergreen content will do just that.

#5. Keep Your Reputation Unharmed 

Reputation is already a minor factor when it comes to ranking with search engines, but it's likely going to become more important over the next few years. If your website is linking towards a number of low-quality websites, Google will recognize it and trust you less, thus decreasing your rank. The reason for this is obvious - when you're linking towards a certain website you're vouching for its quality and credibility with your own reputation. If the website is for any reason filtered by Google then you'll feel the consequences as well. This is why you always need to focus towards linking only towards websites that truly deserve it.

#6. Brand Names are Losing Impact

For a long time, brand names were a big factor when it comes to SERPs and they had way easier time to reach the top. However, with the shift towards mobile devices brand names started losing impact. Users are mostly using mobile devices to search for generic restaurants, stores, or monuments near them so it's only natural that the importance of global brands diminishes for certain search queries. This is why SEO Company Australia recommends focusing on products/services instead of trying to climb through your brand's name. Of course, increasing your brand awareness should always be the thing, but not for the needs of SEO.

#7. Be Trustworthy

Google has developed its algorithms so well that they're now said to be able to recognize if you're giving your users facts or false info. This is because Google wants its users to stop relying on external links for trustworthiness, which is why you'll always want to double-check anything you write on your website. It's much easier to spread a rumor than to write a fact-backed article, but you'll have to do it nevertheless if you want to be rewarded by Google.

#8. Don't Cut Corners

As we already mentioned, some black-hat techniques used to work really well when it comes to SEO, but that time is long gone. You can no longer abuse a loophole and expect to get on the top of the SERPs, mostly because there aren't that many. However, even if you do find a way to rapidly increase your ranking quickly, think twice about it because it might cost you in the long run if Google decides you've played dirty.

#9. Think About the Users First, Search Engines Second

The sole reason why all the updates from Google are hitting the SEO world so hard is because most of the businesses concentrated their efforts on satisfying search engines. Google has tried to increase the value of user experience through a number of updates, and the chances are they will continue to do so. If you focus on the keywords that your target audience is going to use, you'll inevitably satisfy both the user and the search engine. The same goes for your content, link quality, website speed etc. By satisfying your users you'll most likely be rewarded for it when it comes to organic search ranking as well.

#10. Respect Google's Rules

If you want to stay on Google's good side you'll clearly have to respect their set or rules. You can find everything from technical aspects to quality guidelines in their Google Webmaster Guidelines. By ensuring you're respecting those guidelines you'll also ensure to avoid their penalty, which is something you definitely want if you're looking for a brighter tomorrow. You'll also find the best practices that Google rewards, so it's definitely a must-read for anyone looking to improve their ratings.

Final Thoughts

Users are becoming the most important thing when it comes to SEO, and your strategy for the future should reflect it. Focus your efforts towards fulfilling their needs and being there for them (through quality Customer Service, or by being diligent on your social media accounts with replies) and you'll more than likely stay out of harm's reach. Google has the power to reward and destroy online businesses, so you should definitely try to stay on good terms with them. 

How to Measure SEO Results

Barbara Spagnola - Tuesday, September 12, 2017

The only way to determine whether to expand, contract or curtail your SEO campaign is to accurately measure results. The first step in this process is to properly define “results.”

Results, as they apply to SEO, should be defined as measurable and meaningful improvements in lead or revenue generation attributable to the SEO campaign.

Using the proper definition of results is quite important in SEO because results often are evaluated in terms of improvements attributable to the SEO campaign that do not cause measurable improvements in lead or revenue generation. For instance …

  • Rankings are a poor measurement of SEO effectiveness. High rankings in themselves produce neither leads nor revenue. Further, rankings are very fluid and inconsistent these days, since Google delivers organic results to users differently, based on the user’s browsing history, geographic location and other factors.
  • Organic website traffic is a better measurement than rankings, but is still far from ideal. Suppose an SEO campaign generates 10,000 new organic visitors to the website, and zero sales leads and zero online revenue. Is the SEO campaign a success? Would you continue to invest $2,000/month in SEO based on those results?

Organic traffic is an indicator of successful SEO, since there is probably going to be some correlation between traffic and lead/revenue production. This is true only if the traffic is relevant and the website does its job of channeling visitors into a conversion funnel(s).

Track Conversions

To determine if SEO is producing conversions, a company must track them. It sounds easy and obvious, but amazingly few organizations do this properly. Consequently, they cannot really measure the results of their SEO investment with much accuracy.

The first step in measuring SEO results is to accurately track phone and form conversions attributable to the SEO campaign.

Form conversions — the submission of a website’s inquiry form — are easy enough to capture through Google Analytics and other backend website analytics platforms.

Phone conversions — phone calls placed as a result of discovering the company’s phone number via organic search — are not captured through these analytics platforms. A company must install phone tracking on its website through the assistance of a call tracking provider.

Without form and phone conversion data, measurement of results will be incomplete.

Validate Leads

Tracking conversions is a great start, but still not enough for lead generation SEO campaigns. Another step is needed — validating sales leads.

Lead validation is the process of listening to recordings of phone calls and reading form submissions, to separate sales leads from other types of conversions. Other types of conversions include spam, auto-dialers, incomplete forms, sales solicitations, customer service inquiries, inquiries for products/services the company doesn’t sell, personal phone calls, etc.

Our findings, based on reviewing well over 1 million conversions, show that about half of all conversions are not leads. If a company fails to validate, it may think its campaign is doing twice as well as it really is!

Lead validation is not typically done in SEO campaigns. If you are not validating, be sure to evaluate how much emphasis you are giving to raw conversion data in your calculation of SEO performance.

The Question Will Come …

Ultimately, companies will grow dissatisfied with their SEO efforts unless they see revenue flowing in as a result. Impressive growth in organic traffic and high visibility on page one of Google may be thrilling at first and encouraging for a while, but eventually someone high up in the organization will ask, “This is all great, but what’s our ROI on all of this SEO work?”

Successful marketing managers, directors and agencies are always prepared to answer that question, and the very best do not even wait to be asked.

Author Bio:

Brad Shorr is Director of Content Strategy at 
Straight North, one of the leading Internet marketing agencies in Chicago that provides SEO, PPC and web design services. With more than 25 years of sales and marketing experience, Brad has been featured in leading online publications including Moz, Smashing Magazine and Forbes.

SEO Ranking Factors of 2017

Barbara Spagnola - Thursday, June 29, 2017

There are many ranking factors that get taken into consideration when trying to rank in Google. Even many of the best SEO’s are ill-informed.

For this reason it’s important to go with an seo services company that understands all of the following:

Content is King

The biggest ranking factor in 2017 is good content. Long gone are the days of ranking pages with thin or poorly written content. If you go and look at the top search results for any number of keywords, you’ll notice the top ranking pages often have over 1000 words of unique content.

Aim to produce quality content and try and bulk it up as much as you can without making the quality of the content suffer.

Keywords and Content Relevance

Adding relevant keywords to your content is very important. If you're trying to rank for “dog training” it would make sense to include that keyword as well as other relevant keywords into your content.

Keywords are important because they tell Google what your content is about.


Every now and again you’ll hear an uninformed SEO or a Google employee say something along the lines of “backlinks are dead” or “backlinks no longer rank websites”. Any SEO with websites that rank will disagree. Backlinks are still one of the top ranking factors and this likely won’t change anytime soon.

That being said, Google is getting very good at recognizing un-relevant or low quality backlinks so it is always better to go with quality over quantity when building links. Getting backlinks on real authority websites will always be one of the best ways to help rank your website.

User Metrics

In my opinion the most overlooked ranking factor by most SEO’s is user metrics. Ever since Google released their RankBrain algorithm, they have been making it well known that they are monitoring user behaviour and taking it into consideration when ranking sites.

What does this mean?

Let’s say you're trying to rank for “dog training” and your website shows up on page 1 due to keyword relevance and backlinks. Except Google notices that your bounce rate for that keyword is very high. This tells Google that your content is not relevant to their users that have searched for that particular keyword and it is highly likely that your rankings will drop.

This is why it is very important to create quality content, and aim to create content that keeps users on your site. Having a high bounce rate is a bad sign to Google, and something that should never go overlooked.

If you aim to produce quality content with relevant keywords, the backlinks and user metrics should come naturally and you will be on your way to the top of the search results.

SEM and SEO Strategies: The Secret Sauce of Winning

Barbara Spagnola - Monday, June 19, 2017

Other than consistency, you need patience if you are to come up with an exceptional marketing strategy. Learning more about your readers is one of the most important parts of helping your strategy evolve over time.

As an online businessman or woman, increasing the number of your sales is a very important thing that everyone is running after. There are very many sites, blogs and social media pages that offer all sorts of solutions to this problem. However, it’s important to make sure that you always verify any information, methods or tools before implementing them. If you aren’t the DIY type, you should find an Shout Agency that is both effective and affordable to work with. Search engine marketing (SEM) though effective, it can get quite expensive at times. Both SEM and Organic SEO strategies can be used for the purpose of coming up with an effective marketing campaign. Here are some tips of creating a winning digital marketing strategy:

ü  Define Your Goals and Target Audience
To better have a good handle on your digital marketing strategy, you need to first define what your target audience and goals are. Knowing what you are looking for from your content is going to help you come up with a strategy that will be designed to fulfill that. With a clear goal and an idea of what your success looks like, you are already halfway to a great marketing strategy.

Having a solid definition of your target audience will also play an important role when you are developing relevant and engaging content. For example if you own a Shout Agency, your model target audience would include the businesses that you intend to work with in the future.

ü  Content Type and Ideas Brainstorming
Before you can create an online marketing strategy that’ll be beneficial for your business; you need to know that there are different types of content that you can use. These include things such as EBooks, podcasts, info-graphics and social media to mention a few. With your target audience in mind, its best to follow the type of content they seem to favor. Any successful Shout Agency will be making use of most of this content.

However even with the right content in mind there’s still the need for some relevant and useful idea. Brainstorming fresh ideas can be a bit tricky especially on a regular basis. There are some tools and blogs online that offer insight on how to brainstorm fresh ideas; make good use of such resources for better results.

ü  Understanding Basics of SEO
Finally, you need to at least have the basic of SEO if you are to come up with an online marketing strategy that’ll be beneficial to you. Search engine optimization is very important when it comes to creating a winning strategy.

Any competent Shout Agency will show that quality content will always rule over quantity. To build some credibility and establish yourself as an expert, you need some time and effort. Make sure that you don’t overflow your articles with keywords, you might end up being sniffed out by Google and be punished.

Visiting other e-commerce sites on a regular basis is a very good habit for any new marketer or online businessman. Even when you are working with an Shout Agency, it’s important that you have some ideas as to what is going on in the market. There are also numerous helpful learning materials and tools for search engine optimizations which are both affordable and free.