SEO – Mid-West Digital Marketing https://midwestdigitalmarketing.com Thu, 14 Jun 2018 16:17:53 +0000 en-US hourly 1 75379469 KISS: Digital Marketing Results Made Simple https://midwestdigitalmarketing.com/2015/07/digital-marketing-101/ https://midwestdigitalmarketing.com/2015/07/digital-marketing-101/#respond Thu, 23 Jul 2015 21:26:17 +0000 https://midwestdigitalmarketing.com/?p=3184 When it comes to digital marketing, keep it simple silly. Yes, I realize that the last word isn’t the correct one, but as a mom with two small kiddos, the right word isn’t allowed in our vocabulary. Speaking of children, maybe if we marketers targeted our audience as children, we might see better results! In... Read more »

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When it comes to digital marketing, keep it simple silly.
Yes, I realize that the last word isn’t the correct one, but as a mom with two small kiddos, the right word isn’t allowed in our vocabulary. Speaking of children, maybe if we marketers targeted our audience as children, we might see better results!

In a world where consumers continue to become even more savvy & sophisticated, it’s easy to think that our digital marketing message needs to do the same. While it’s true that consumers are armed with knowledge, it’s also true that we’re all busy and most of us lack focus. This undiagnosed ADD supports my sentiment – keep it simple.

A few places this comes into play in the online world include:

Search Engine Optimization

Obviously clients know the most about their industry and products/services. So when asked what keywords they want to focus on they tend to choose technical & specific names. Depending on your target audience, it’s important to remember that the general public will conduct a more generic search. For example if you sell proximity sensors, research shows that a very low number of people search for that term and it would be more valuable to optimize with a more commonly used term like motion sensors.

Landing Pages

After performing a multitude of A/B tests over the years, we’ve found that the more simplified the landing page, the higher the conversion rates. To take it a step further, it’s important to remember that the smallest things can make a difference.

What does the headline say? What colors and imagery are you using? An interesting fact to share – when using photos of people, eye contact’s not always best. Try to select images where the person is looking in the direction of your call to action.

Web Design

The home page of a website is considered prime real estate and we design it to make the most of it. That being said, cramming in too much information looks disorganized and confuses the consumer. Effective UX Design should ensure all important elements have been included, but laid out in a manner that makes it clear on where the consumer should up get from there.
Don’t get me wrong, marketing on the web is by no means simple, but the marketing message, no matter the medium can be.
Keep it simple silly to avoid the kiss of death.

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Choosing the Right Keywords https://midwestdigitalmarketing.com/2015/04/keywords-seo/ https://midwestdigitalmarketing.com/2015/04/keywords-seo/#respond Fri, 24 Apr 2015 17:15:46 +0000 https://midwestdigitalmarketing.com/?p=3080 Did you know choosing keywords for Search Engine Optimization is as exciting as professional sports? Seriously! When it comes to sports, every month brings new excitement. Currently one main focus for sports fans is the much anticipated NFL Draft. Sports Analysts begin the discussion of which NFL prospects will go where as soon as the... Read more »

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Did you know choosing keywords for Search Engine OptimizationNFL_Draft is as exciting as professional sports? Seriously! When it comes to sports, every month brings new excitement. Currently one main focus for sports fans is the much anticipated NFL Draft. Sports Analysts begin the discussion of which NFL prospects will go where as soon as the regular season is over, and this discussion only escalates until the actual event. Sports Analysts can only PREDICT which team will pick which player in the first few rounds of the draft. Looking at teams’ needs and players’ strengths, these analysts make informed, educated guesses on possible draft choices. It’s the same with keywords for SEO!

The Keyword Draft

Creating keywords is a very similar to sports analysis. While we can’t be certain what people will search for, we can be prepared and well informed to guess those possible searches. The Draft Analysts may talk with the trainers, coaches, or insiders to gain knowledge about possible team needs and players abilities. Similarly, marketing teams can talk with sales representatives or customer service representatives to see what types of customers associate with the brand and company. Those associations can be very helpful in creating keywords as they represent how your customers view you. It’s also important to look deeply at the data on keyword searches to determine the most relevant and highly searched terms for YOUR business.

Take the time to understand your target audience and build keywords around that. A team isn’t going to draft a quarterback in the first round if they currently have the best quarterback in the league. Don’t choose keywords if they are not connected to your target audience. You want to optimize your success!

Finding the Middle Ground

While teams want the strongest player possible, they also want a player to fill their needs on the team; they have to find a happy medium. The same goes with finding keywords. While you may want to use keywords that perfectly represent what you want your brand to be known as, you also have to create keywords that incorporate what will be searched for.

Competition

It is also helpful to look at what your competitors are targeting. Teams want to be able to beat their rivals, they want to have the best group of players possible. This can’t be done without knowing the build of other teams. Look at what similar companies or brands are targeting in order to build strong yet competitive keywords.

Research, research, research…

Like picking a new player for the team, choosing keywords is not a quick or easy task. This process requires lots of research and understanding…and, usually, help from experts!

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“Mobilegeddon”, Google Algorithm Website Killer https://midwestdigitalmarketing.com/2015/04/mobilegeddon-google-algorithm-website/ https://midwestdigitalmarketing.com/2015/04/mobilegeddon-google-algorithm-website/#respond Tue, 21 Apr 2015 20:07:21 +0000 https://midwestdigitalmarketing.com/?p=3073 In case you haven’t heard, the sky is falling. Your website that you spent lots of money creating will never be found again on Google because of MOBILEGEDDON! OK…take a deep breath and curse Google.  Ask yourself one simple question: Is your website “mobile friendly”? What does that mean? Well, if you don’t know your... Read more »

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In case you haven’t heard, the sky is falling. Your website that you spent lots of money creating will never be found again on Google because of MOBILEGEDDON!

OK…take a deep breath and curse Google. 

Ask yourself one simple question: Is your website “mobile friendly”? What does that mean? Well, if you don’t know your website might not be mobile friendly.

Now you can start to freak out.

Google, for the first time in history, let everyone know this algorithm change was coming…months in advance! Usually, we would wake-up one morning and discover a tweak that would affect the Search Engine Optimization we had been doing for clients and be forced to figure out how the change affected our strategy.

Here’s what we know about this algorithm change:

If your website has “Responsive Web Design, Dynamic Serving or Separate URL’s”, the change to the Google algorithm will not affect your organic search results. Basically, if your website functions properly on mobile, you are fine

Grab your phone, go to your website and check. If your website looks tiny and you need to work hard to see the content by zooming in, Google’s algorithm change today is bad for your business. You will see a huge decrease in the number of visitors to your website. Google is not only about the content on your website, it’s about user experience on your website. If people can’t read the content, Google downgrades you in search.

It’s that simple!

The larger issues remain for many business owners when it comes to these changes: who is monitoring Google for you? Google makes algorithm changes like this every few years and, in between, tweaks the algorithm. Unless you have someone on your team watching these changes, you might find your website turn into a ghost town!

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A London Search Engine https://midwestdigitalmarketing.com/2015/04/search-engine/ https://midwestdigitalmarketing.com/2015/04/search-engine/#respond Mon, 06 Apr 2015 12:47:08 +0000 https://midwestdigitalmarketing.com/?p=3053 This past summer, I had the opportunity of a lifetime studying abroad in London and become a human “search engine”! I went knowing no one and with no prior knowledge of the city. While I was excited and enthusiastically embraced this challenge, there was a lot of exploring necessary to begin navigating the city. Thank... Read more »

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This past summer, I had the opportunity of a lifetime studying abroad in London and become a human “search engine”! I went knowing no one and with no prior knowledge of the city. While I was excited and enthusiastically embraced this challenge, there was a lot of exploring necessary to begin navigating the city. London_TubeThank goodness for the Tube (“mind the Gap!”) as I relied on it as my only form of transportation…other than walking. During my free time, I would hop on a line and get off at random stops to explore and begin to understand what each area of the city offered.

Tube Travel and Search Engines

During my journey abroad, I was essentially a much smaller version of a search engine; Google, Yahoo or Bing. I went from stop to stop gathering as much information as I could about the area, including attractions, shops, and restaurants. I then took notes or mentally remembered the key city features around each Tube stop. Like a search engines, I was performing their first main task: crawling and indexing. Every single piece of information (web page, document, photo etc.) is like a Tube stop. I was traveling to each stop to learn (or, as the search engine spiders do, crawl) about the area. The search engines gather all of the information regarding that stop and index or store it for future reference.

At the end of my time abroad my family came to visit. All my exploring now was being tested, I had to show my family the city I grew to know and absolutely love. I now was replicating the second function of search engines, providing answers. It was as though my family was telling me things they wanted to search and I had to perform. I would go back into my notes and find the most popular and relevant Tube stop to meet the needs of their search. Search engines do the same thing! After crawling and indexing all of the webpages, documents, photos etc., they are able to store that data so when someone types in a search query they can direct them correctly.

While my personal London explorations did not yield even remotely close to the massive amount of content search engines gather, it allows us to remember their basic functions of indexing and crawling as well as providing answers. It also reminds us to create web content that is as detailed and rich as possible to increase the popularity and relevance.

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Does SEO Strategy Need a Process? https://midwestdigitalmarketing.com/2015/02/seo-strategy-process/ https://midwestdigitalmarketing.com/2015/02/seo-strategy-process/#respond Thu, 12 Feb 2015 17:37:57 +0000 https://midwestdigitalmarketing.com/?p=2985 Can SEO work in a system? I’ve been working in the SEO world long enough to realize not all clients can be looked at the same way. When I first entered the mystical world of Search Engine Optimization I came into a situation that was in complete disarray. There was no system in place and... Read more »

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Can SEO work in a system? I’ve been working in the SEO world long enough to realize not all clients can be looked at the same way. When I first entered the mystical world of Search Engine Optimization I came into a situation that was in complete disarray. There was no system in place and no accountability for actual work getting done on client websites. Upon extensive research on successful SEO tactics for our size agency, I signaled out the lack of process as being the first step towards stability.SEO-Strategy

A lot of my extra time was dedicated to figuring out what type of clients we were working with. At that time my agency was relatively new, still in startup mode actually. Many of our first clients were smaller hyper-local companies with not much budget to throw at digital marketing. That made my job of putting our SEO system in to place relatively easy, as the majority of these clients would benefit from this structured approach.

SEO Systems Don’t Fit Everyone

As time went by and we signed a variety of different clients to SEO contracts, I discovered situations where I had to throw process to the wind and dig deeper into farther reaching digital strategies right away. In these few cases, our agency was dealing with companies with a larger reach and bigger budget, which is exactly where we wanted to be. These larger companies typically have a larger marketing team that agencies like ours becomes an extension of. Some had a dedicated team member working on the digital side, but that person no longer had the time necessary to solely work on SEO, Social Media, or PPC campaigns.SEO-Strategy

When an agency is fortunate to be elevated to the point of finding these flagship, or enterprise type clients, more time needs to be dedicated on a monthly basis to help further their digital marketing efforts. It is important early on in the relationship to establish trust and set expectations. One of the themes I always try to drive home to clients is “collaborative effort”. Think of it as making sure the left hand is aware of what the right is doing at all times. If a client is paying us to put thoughtful strategies in front of them, it is equally important for the client to provide us thoughtful feedback in a timely fashion. If all the work is being done on one end, and not the other, none of the hard work an agency put towards intelligent marketing strategies ever sees the light of day.

System or Not? Clients Win Either Way!

The point is that each client situation an agency comes across will be different. Some clients will benefit by a structured process in the beginning, in order to get them to strategic thinking. Other clients will have a strong digital marketing foundation in place, and are looking to get to that next level sooner, requiring all hands on deck for strategic thought from day one!

Recently, legendary men’s college basketball Coach Mike Krzyewski, better known as Coack K, reached an historic milestone by becoming the first Division 1 men’s basketball coach to reach 1,000 wins! Shortly after that 1,000th victory, Dan Patrick had Coach K as a guest on his nationally syndicated talk show. I heard the interview and learned an interesting fact I never knew, Coach K doesn’t have a system he follows each season. You see, Coach K recruits as many talented high school players as possible each year to come play for him at Duke. Once his team is put together he builds a system around his team to best fit their strengths as athletes. This approach has led Duke to four NCAA Championships, and 15 Final Four appearances over 34 seasons.

Being a Sconnie, I couldn’t help but compare that with the head coach for my University of Wisconsin Badgers, Bo Ryan. Coach Ryan is well known for his system, the Swing Offense. His strategy is to recruit athletes he knows will flourish in his system. This approach has worked well for the Badgers. Coach Ryan has been the head coach of the Badgers since 2001. In his first 13 seasons the Badgers have never missed making the NCAA Tournament in March, reaching the Final Four once, the Elite Eight once, and the Sweet Sixteen four times.

What does this mean? Systems can work and sometimes, you change it up to fit what you have and create a new system. Either way, the process you create and follow is important to reaching your digital marketing goals.

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