Digital Growth

Brisbane web and seo services

Brisbane web and seo servicesHi and thanks for attending our session on Don’t Be A Digital Casualty on 1 September. We hope you got a lot out of it and it has helped your thinking as you take your business online.

By attending this event you’re eligible for a FREE Website Audit and a FREE Keyword + Competitor Analysis.

To access your FREE offer for a Digital Audit using some of the best tools in the industry and of course our team’s expertise, simply fill in the form below.

Get your FREE “Don’t be a Digital Casualty” Audit Now

Complete this quick form to help us better understand your business and we can look for some areas that could kick start your online growth – normally valued at $390!

This will help you understand any issues that may be affecting your search rankings and how your competition’s doing relative to your own efforts.

The form should only take 5 minutes to complete. And we will get back to you within 7 days to run through what we have discovered. No obligation and no strings attached.

We look forward to helping you better understand how to grow your business online,
The YDS Team


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Brisbane seo and web services

The idea of SEO content might send shivers down your spine, but in marketing it’s essential. To write like an SEO content marketer boss, here’s six hacks (or you can use it as a checklist) to use. When you write content that’s search engine friendly, it’ll stay on SERPs (and help your rankings) for longer.

First, let’s line them out:

  1. Visit SERPs
  2. Check your site for similar content
  3. Plan what to write
  4. Check your data
  5. Proof it
  6. Push it

Of course these are one some of the SEO content hacks from the thousands you can find on the web, but they’re important for creating quality content that’s also Google bot friendly.

 

  • Visit SERPs

Want to know how to make people visit your stuff? See what’s on page one. Let’s look at this example here (click to enlarge):

Brisbane seo and web services

As you can see, there’s a featured snippet with a picture attached. Unlike Google ads, you can’t buy space or make a bid for your result to get featured. The reason why it’s so visible is because Google bots have determined that it’s likely to answer the question best.

Listicles appear as the most popular content type on page one, and that makes sense. Tips given out in short, sharp bullet points are easier to remember. With subjects like SEO content, there’s a lot of in-depth analysis and information so there’s plenty to make a list from.

 

 

  • Check your site for similar content

Over time, you’ve written so much content that  it’s hard to remember what you wrote. There’s a clever trick to see what else was written around the keyword by typing this:

Site:(site name) (keyword)

These are the results that popped up when I typed in site:yourdigitalsolution.com.au SEO content (click to enlarge):

Brisbane seo and web services

We have some ‘search engine optimization’ results in there already, but I’m not discouraged. If anything, typing in the search told me what not to write and inspired me for future articles. There’s nothing more ‘ugh’-worthy than writing duplicate content and getting penalised for it.

 

 

  • Plan what to write

Will it be short form or long form? How many times will you put the keyword in there? When you’re writing SEO content for a client, you need to get in their headspace and understand what they want to achieve.

When making up your mind on what to write and how, you might change your mind A LOT. Speaking to your client or manager about the task will help. If the article needs calls to action, put some in there in the beginning, middle, and end. Another trick is to check the competition. What makes the articles on the first page so great, anyway?

 

 

  • Check your data

Having an SEO tool like WordPress app Yoast will take care of the analytics for you. There’s enough to think about just planning and writing the article. Yoast looks over the content and reports back on:

  • Word count
  • URL slug
  • Keyword percentage
  • Link optimisation
  • Meta description

…and more. Yoast is very responsive and you get peace of mind knowing all your metrics are in order.

 

  • Proof it

Spelling and grammatical errors are a writer’s natural enemies, and it’s awkward when one or three manage to slip through the cracks. Having someone else proof-read the work at least guarantees the content has gotten a thorough checking-over. The dictionary function can only do so much!

 

  • Push it

Once you publish your SEO content, don’t be afraid to promote it. Blast it out over social media and send it out for republishing by bloggers and other influencers, if you’re especially proud.

 

Want to keep this list close by? We turned it into an infographic that you can keep.

Also read our other marketing tips posts below…

Google Rankings Make Or Break Tips

Fast and getting faster: rapid change in business

Three Measures of Marketing Success

Get more customers through online marketing

Why we love Yoast for search engine optimisation

Don’t stop pedalling; the Tour de SEO

Get Found With Facebook Ads

Grow With Unhappy Customers

How To Choose Keywords In Competitive Markets

Long Tail And Search Engine Optimisation

Google changes of Feb 2016 have changed how we should compete

6 Tips How To Use Email Marketing Effectively

Why Google My Business Is So Important

Fatal Social Media Mistakes

4 Simple Ways To Keep Communication With Customers

SEO Brisbane


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business fast

There are very few categories of business that are not being forced to change more and more rapidly.. This very newspaper is a great example of a business that is changing rapidly having introduced a host of digital platforms, advertising and work practices in recent years.

 

Sometimes we are the bringers of this change. When in control of the change it stands to reason it is easier to cope with. We all know business owners who travel regularly visit trade shows and bring new ideas into their marketplace. These business owners and their business are easy to identify. They are bright eyed and alert whenever anyone is discussing areas of improvement or ideas to innovate their business. They are inquisitive and monitor their environment keenly.

 

This mindset is one that we all have to learn and adopt if we are to survive. The world around us is changing at an increasing rate, we all acknowledge (and lament) this. The ability to capture and use data, the creation of software to leverage this data, the insights we can create and the decisions we can more accurately make more quickly via digital business tools is available to all of us at a very reasonable price.

 

Businesses that learn to change more rapidly will lead their industries and remain in front of most detrimental changes being forced upon them. Perhaps most importantly the very ability to change at all is the single most important skill a business needs today to survive and thrive. But how do you learn this? I think the Chinese got it right with their saying that “the skill to do comes from doing”.

 

We can also turn to the great Jack Welch for his wisdom to motivate us to start changing more aggressively. He says “if the rate of change outside your business exceeds the rate of change within it then your days are numbered”. Your homework must be to learn what the rate of change is outside your business. Monitor competitors, talk to customers and learn what it is your competitors offer your customers that could have them consider a change.

 

Monitoring competitors has never been easier. Go to Google and search for Google Alerts so you can set up automatic alerts on your industry and each of your top 5 competitors.  Then do a Google search on the top four or five phrases you think people use to find your business. This will give you a broader set of competitors to monitor than just this top 5. Set an alert for the top 5 online-only competitors or even substitutes that might start to compete with you.

 

Google alerts then arrive daily or weekly and in a month you will be more informed and instantly aware of happenings in your industry both here, overseas and as it relates directly to your competitors. This will forearm you and forwarn you for the changes you need to be doing in your business to remain competitive and ultimately to ensure you have a business in the years ahead.

Read our other great informative posts about online marketing…

Three Measures of Marketing Success

Get more customers through online marketing

Why we love Yoast for search engine optimisation

Don’t stop pedalling; the Tour de SEO

Get Found With Facebook Ads

Grow With Unhappy Customers

How To Choose Keywords In Competitive Markets

Long Tail And Search Engine Optimisation

Google changes of Feb 2016 have changed how we should compete

6 Tips How To Use Email Marketing Effectively

Why Google My Business Is So Important

Fatal Social Media Mistakes

4 Simple Ways To Keep Communication With Customers

Six Writing Hacks for Better SEO Content

Google Rankings Make or Break Tips

Digital Marketing Strategy Brisbane

Mark Jones is the Managing Director of Your Digital Solution. A specialist business Strategy, Marketing and Technology consultancy in Brisbane. www.yourdigitalsolution.com.au

online marketing Brisbane

The one thing marketing gives us today is data. And lots of it. This can be overwhelming for business owners that haven’t worked in marketing. Today we will cover off on the three most important measures that gauge your success.

 

Reach

Reach outlines the total number of people your message got in front of. In traditional media it might be the readership of the newspaper or the number of vehicles and occupants that drove past a certain billboard each day.

In advertising terms the value of ‘reaching’ customers can be given as the Cost Per Thousand or CPM (the M being from the latin for cost per milli). Depending on your industry you might pay anywhere from $1 to $100 to reach each thousand customers. Our job as marketers is to combine tools and channels to reach as many new and interested customers for the lowest possible CPM.

 

Engagement

To know if we are reaching the right customers we measure engagement. If the right message gets in front of the right customer then they should respond to our content or advertising. We call this engagement.

For traditional advertising mediums you should ask customers how they heard about you and count the leads generated by each source. In digital advertising we can measure the exact number of users that loaded your advertisement on their mobile phone or PC. You can even track their specific activity all the way through to purchase or enquiry.

Engagement typically involves a user clicking on your content or advertising and landing on your website. But in social media it also includes commenting, sharing or liking your brand profile to follow your brand ongoing.

To calculate your engagement simply divide the number of customers that ‘engaged’ with your message by the total number of customers that were reached by the message. Typical engagement levels for an article or advertisement are around 1 – 2% of the total reach. If you have a small following be sure to take out friends or family that may skew your result, and look to improve this figure over time.

 

Conversion

Perhaps the most important metric of all is our actual conversion rate. From the users that are engaging with our content we want to record which of these lead to the best volume or value of sales. Depending on your goals a conversion might be an actual purchase, or it could be a download, registering for an event or sharing content on social media.

Calculate your conversion rate by the number of people that ‘converted’ divided by those that were reached.  It is difficult to suggest the typical conversion rate as it varies for all clients, offers and market places. The key here is to track what yours is as a baseline and keep working on improving this over time.

Using these three basic measures all business owners and marketers can monitor which mediums, messages and market places deliver the optimal results. No matter what base you are coming from in customers or knowledge, your job as business owners and marketers is to learn faster than your competitors the approaches that are contributing the most to achieving your business and marketing goals.

Want more digital marketing tips? Read our other posts below!

Get more customers through online marketing

Why we love Yoast for search engine optimisation

Don’t stop pedalling; the Tour de SEO

Get Found With Facebook Ads

Grow With Unhappy Customers

How To Choose Keywords In Competitive Markets

Long Tail And Search Engine Optimisation

Google changes of Feb 2016 have changed how we should compete

6 Tips How To Use Email Marketing Effectively

Why Google My Business Is So Important

Fatal Social Media Mistakes

4 Simple Ways To Keep Communication With Customers

Six Writing Hacks for Better SEO Content

Google Rankings Make or Break Tips

Fast Getting Faster Change For Business

Online Marketing Strategy Brisbane

Mark Jones is the Managing Director of Your Digital Solution. A specialist business Strategy, Marketing and Technology consultancy in Brisbane. www.yourdigitalsolution.com.au


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get found online Brisbane

This week we have seen Travis Kalanick resign from Uber after being pressured from 25% of shareholders (being the major VCs) with 40% of the voting rights. These investors have taken the drastic measure of pushing the CEO out to protect their investment.

 

Over 15 rounds of investment Uber has taken on $12Bn for a valuation of roughly $70Bn. Uber has gross bookings of $5Bn and net revenue is and of this Uber retains 25% of the fare. With $70Bn dollars in valuation at stake, these investors have a lot riding on the success of ride sharing. What led to this leadership change?

 

Being ambitious does not always make friends

In order to grow you need to take customers from somewhere. In doing so someone has to lose a customer, it is called competition. When a business as large as Uber grows as fast as Uber in so many markets (60 countries with car transport, food delivery and even competition for drivers) you are going to bump against a lot of resistance.

 

The incumbents don’t lead

We do not see the incumbents in any marketplace taking the initiative. It is always the ‘new kid on the block’ that has to bend or break the rules that govern how the game is played. Uber now operates in 82 countries and over 660 cities. They have faced resistance from taxi companies and regulators as they enter each city and there are now a number of examples that show how this tension can be navigated. Each hard fought by both sides, but all lead by Uber.

 

Set goals that stretch you

We are all about to do up our business plans for next financial year (or at least I hope you are). And in these we will outline hopes for where and how we will acquire new customers, and how many customers we will win. If we wish to lead our business to real change these goals need to be ambitious. Not just 5% here or there, this can be achieved through what you do and how you do it.

 

Look over the horizon

Goals in excess of 25 or even 50% require you to take your business in whole new directions and develop new ways of doing things. With the tools outlined in last week’s column, these tools exist for many businesses but you have to go looking for them. Uber is not playing to win the car transport market, they are playing to win transport in a driverless vehicle age.

 

People and culture matter

Much will be written about Travis and his time at the head of one of the world’s most iconic disruptors and now a household name. Much of that media will talk about sexual harassment claims and aggressive management, neither of which can be condoned. But while the style hasn’t been right, the business has done a lot of things well. A strong board, clear goals, strategic influence on policy and focused execution in cities it plays in.

 

But growth at any price is not the goal. Yes, the company has grown at an outlandish pace. But the reason the CEO has now been changed is that the leadership of people and the culture did not keep pace with the commercial growth, and that is just as important.

 

As a brand Uber has as many fans as it has detractors and the reaction from industry and the market alike is a great case study for change in all our industries.

 

Written by Mark Jones, Managing Director


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Brisbane digital marketing

Potential customers are spending more time than ever on their phones, creating a boom in digital and online marketing. The problem is keeping up with it all. There are too many ways to explain for just one blog, but here’s at least three methods to get more business through online marketing.

 

Pretty website

People will judge a book based on its cover, despite the saying, and they’ll do the same thing online. They’ll judge whether your site is worth looking at based on initial appearances, and how long it takes to load. The widely-accepted time frame is three seconds. Your page should load in less than half that time Then…BAM, the visitor is faced with a homepage that makes them want to keep clicking.

Your website also must look good on mobile. This isn’t negotiable. After months of rumbling, Google is slowly rolling out its mobile-preferred indexing system. It will start looking at a website’s ranking determined on mobile results over desktop.

 

It’s MY business

Attracting local customers is a goal that any business has, and Google My Business helps you do just that. This is a free plugin that owners can use to make and update their business profile any time. You can LITERALLY put your business on the map by adding your address. When customers in your town use Google Maps to find a business (or just do a general search) a pin on your address will appear.

My Business includes dashboards for metrics like the number of clicks and phone calls. There’s also a review function so customers can leave a star rating and feedback. Making a Google My Business account will verify you exist and will help you show up on SERPs.

Brisbane seo

 

Make connections

Or as we call them: links. When you write blog articles, you can link certain keywords and phrases to another website. Preferably, make a hyperlink to a website with authority (a high trust ranking and millions of visitors). Linking keywords to authority sites using those same words will boost your trust and index ranking.

Don’t forget to make internal links, either. Linking one article or page on your website to another about the same or a similar topic will also put a pep in those Googlebots’ step. They’ll see that your content is relevant and properly linked.

We have much more online marketing knowledge to share with you read below….

Why we love Yoast for search engine optimisation

Don’t stop pedalling; the Tour de SEO

Get Found With Facebook Ads

Grow With Unhappy Customers

How To Choose Keywords In Competitive Markets

Long Tail And Search Engine Optimisation

Google changes of Feb 2016 have changed how we should compete

6 Tips How To Use Email Marketing Effectively

Why Google My Business Is So Important

Fatal Social Media Mistakes

4 Simple Ways To Keep Communication With Customers

Six Writing Hacks for Better SEO Content

Google Rankings Make or Break Tips

Fast Getting Faster Change For Business

Three Measures of Marketing Success

Website Design Brisbane


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Brisbane get found online

A couple of weeks ago we spoke about Aussie innovation. Innovation comes about because someone is not happy, and they can see a better solution. So unhappy customers must see a better solution too, right?

Well read on because they do! After working with clients on finding their unhappy customer moments, we are finding that it leads to a blind spot you never knew you had, but unfortunately your customers knew all about it. Great news is you can then get on and fix it.

Find your blind spot

We have used the following thought starters to find blind spots to help our clients’ business’ grow. By making a group of unhappy customers happy, we have made the experience for all of their clients better.

Look for the “Friction”

Look for where customers get stuck, frustrated or they simply miss out on some benefit they expected.

1. STUCK: Customers get “stuck” in all sorts of ways. They are typically informational type issues and great spots where digital innovation can help. Approaches such as Six Sigma can help to identify how to improve perform here.

What to look for in your business; Depends on what customers are looking for. Where is your address to collect my order, when is my order arriving, are you open today or what time do you close, do you have this item in stock? This information has to be on your website, it must work on mobile, has to be correct and it has to be updated at public holidays.

2. FRUSTRATED: Points of frustration are where the promise we made to our clients in our marketing is too far removed from what we delivered. This can be in a product feature or in a service delivery. The promise can be made on the packaging or via our sales staff. And hey, we all over-promise at times, getting sales is hard, but overplaying our hand rarely leads to loyal customers (readers of last week’s column on branding should know this). And I think Aussies especially like to call out any BS they see in excess hype.

What to look for in your business; A great example is fast food photographs on the menu board, compared to what actually comes out! Take away their frustration by lending an ear, provide a feedback point such as a “service quality” email address or via social media to capture this sentiment and listen for how you are going.

3. UNMET EXPECTATIONS: Another common friction point is where we are not meeting customer expectations. The hardest thing with these expectations is they can be set by your competitors, and customers that shop around know about them, and they don’t necessarily tell you, they just disappear.

What to look for;  Failing to deliver fully on service promises can be hard for management to track. Ideally you run constant customer feedback surveys. These can be online or via tear sheets that go into delivered goods and services. The best companies do these for every customer interaction because they want to know and understand the problem for one customer today is a growth opportunity for many customers tomorrow.

Turn those frowns upside down

So start looking for the unhappy customers, not dodging them. Actively listen to their frustrations and as you turn those frowns upside down, you might send your revenue line up as well!

 Next week we will cover off how we consciously innovate around the opportunities we have uncovered.

 

Mark Jones is managing director of Your Digital Solution.

If you have a question for Mark, email streetsmarts@yourdigitalsolution.com.au

As first published in Townsville Bulletin, February 11, 2016 12:00am – Used with permission.

If you want to learn more tips about digital marketing read below…

How To Choose Keywords In Competitive Markets

Long Tail And Search Engine Optimisation

Google changes of Feb 2016 have changed how we should compete

6 Tips How To Use Email Marketing Effectively

Why Google My Business Is So Important

Fatal Social Media Mistakes

4 Simple Ways To Keep Communication With Customers

Six Writing Hacks for Better SEO Content

Google Rankings Make or Break Tips

Fast Getting Faster Change For Business

Three Measures of Marketing Success

Get More Customers With Online Marketing

Yoast Search Engine Optimization WordPress Plugin

Never Stop SEO

Faceboook Ads Get You Found

Online Marketing Strategy Brisbane


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Brisbane online marketing

WHERE we find a business operating in a mature segment against well-established competitors in their core (or obvious) keyword phrases, we may need to seek out Long Tail keywords that have higher value, but not necessarily the greatest volumes.

What this means is we begin to look for terms that are more obscure, but still relevant to the topic. The terms we start to look for are not searched for by users thousands of times, they may only be searched for by users 10 times per month. This means that to acquire traffic of any significant volume for the client we need to be managing and targeting a larger number of these keywords phrases.

For example if we are targeting search traffic for the phrase “family lawyer” we might find the cost per click for advertising is anywhere up to $100 or more. Given that almost half the traffic to our sample site bounces (returns to Google by the back button), this makes it almost $200 per user to simply have a look at our website. You can see this is going to get expensive very quickly, and Google loves that!

So instead we need to break down our family law business into segments, and if we find enough of them the ‘sum of these segments’ will provide sufficient volume to meet the level of inquiry we need. These might be Separation, Divorce, Child Custody, etc and within each of these categories we can look to find a myriad of lesser searched phrases, but the cost per click will now be below $10 and heading toward $5.

Another way to get outside the obvious, highly competed-for phrases is to go upstream or downstream. By this you need to think about what the searches might be for a user before or after your product and target them. For example, our Family Lawyer might target “relationship difficulties” or “counselling” prior to Divorce, as people might search for these before they feel they get to the end of the line with their relationship. But our family lawyer can still build some awareness at a far lower cost given lower competition.

By adopting these two approaches we can more economically test our traffic, and we are also confident that more targeted users will be closer to making an inquiry and more likely to convert.

In all SEO work be sure to adjust your site so the landing page (the page your link points to) for the content fits the new targeted phrases, and even your ads and navigation labels will want to be aligned to your target audiences. These all help your site to appeal to you various target segments.

Be sure to keep in mind the balance between core search terms and long tail search terms to ensure that your spread of phrases are giving you the volume of traffic that you require, and these users are converting into actual customers when they do get through to your website.

In this way you will be able to appeal to and capture enough traffic to your site despite significant competition.

See our other posts with SEO and digital marketing tips below…

Long Tail And Search Engine Optimisation

Google changes of Feb 2016 have changed how we should compete

6 Tips How To Use Email Marketing Effectively

Why Google My Business Is So Important

Fatal Social Media Mistakes

4 Simple Ways To Keep Communication With Customers

Six Writing Hacks for Better SEO Content

Google Rankings Make or Break Tips

Fast Getting Faster Change For Business

Three Measures of Marketing Success

Get More Customers With Online Marketing

Yoast Search Engine Optimization WordPress Plugin

Never Stop SEO

Faceboook Ads Get You Found

Make Unhappy Customers Loyal Customers

Brisbane SEO

Mark Jones is managing director of Your Digital Solution.

If you have a question for Mark, email streetsmarts@yourdigitalsolution.com.au

As first published in Townsville Bulletin, November 12, 2016 12:00am – Used with permission. To view the original article click below:

http://www.townsvillebulletin.com.au/business/street-smarts-with-mark-jones-long-tail-search-terms-and-when-to-chase-them/news-story/96c462015c0814ae1b32e5aed708708b 

 


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