Three Search Marketing Resolutions for 2011


Resolution One: Really look at your website – don’t be biased! Does it:

  • Showcase your major selling points?
    Your lower prices, the convenience of your service, your years of experience, next day or cheap shipping… and so on?
  • Tell visitors what they need to know to feel comfortable to convert into a lead?
    Put yourself in the shoes of your visitors – what would you want to know if you were looking at purchasing using your business services?
  • Can you enquire or view contact details from every page in your website?
    Searchers are getting lazier by the day – make it easy for them to complete your desired action, whether it’s an enquiry via a form, pick up the phone to give you a call or download a brochure.
  • Is the content interesting, exciting or enticing to readers?
    A few small changes to wording, format and positioning can make all the difference in converting your visitors. It’s true – the first impression is everything!

How can ROI help?

Speak to an ROI Business Development Manager or your Account Manager and we’ll have our website experts review your current website and home page to assess what message your website is currently delivering and how to improve the way you are funnelling your visitors through to your enquiry, download etc. Our Marketing Communications team can also advise on areas your website may benefit from a refresh of content to aid in conversion rate.


Resolution Two: Get into Google Analytics

Google Analytics is a powerful, free tool that when you know what to look for can easily give you the edge over your competitors.

The revelation:

It’s not always the major, high traffic search terms that will bring your business the $$$ – it’s the smaller search phrases, usually 3 or 4 words long – the really specific terms. The searchers using these phrases are much closer to the end of your buying cycle – they’ve done their research, wasted someone else’s time up until this point. At this point, if you have a good price and you’re convenient, chances are you’ll get the sale!

These search terms are usually overlooked by many website owners and SEO’s as being important – how many of these terms are sitting in your Google Analytics account right now as untapped opportunities?

Google Analytics will:

  • Help you find these 3-4 word key phrases that you aren’t currently focusing on
  • Tell you which keywords are keeping visitors on your website
  • Show you where your traffic is coming from – search engines, direct brand traffic, referring sites?
  • Pinpoint what locations your visitors are in when they search – perhaps a local play is required for your business online?

The best way to learn Google Analytics is to sit down and have a go – spend a few hours in the interface working at understanding how to read the data. The hardest part is actually working out how to use the information and turn it into something actionable and positive – how do you keep your visitors on your website longer, get those important key phrases ranking higher, etc.

There are many informative articles online to help nail this challenge – both with understanding and actioning the data provided in your Analytics account – make the effort to get started in 2011 and your business won’t look back!

How can ROI help?

Speak to an ROI Business Development Manager or your Account Manager – we’ll be happy to review your analytics account and provide you with feedback as to opportunities available or ideas to improve your online campaign. We live and breathe this data every day – we’d love it if you started to get into Analytics. Depending on your business goals and the data, actions could include, refreshing parts of the design in areas of your website, a change of focus of target key phrases, additional key phrases to increase qualified traffic or perhaps testing a new area for your business with a PPC campaign – there is almost always a way to have you reaching your next goal post in no time!


Resolution Three: Assess your current online reputation

As business owners we are naturally concerned about the impression we have on our clients or customers – we want them to tell their friends and family what a great experience they had – the easiest business both to bring in and to close is “word of mouth”.

It’s easy to control your customer’s first impression when you have a physical shopfront. Is your salesperson smiling, greeting your customers – is there a good vibe? But what about a searchers first impression when they find you online?

This is an important question that you should ask yourself in 2011. There are a two ways that a new customer can find your business online:

  • Typing into a search engine phrases that don’t relate to your business brand , i.e. plumber Melbourne. This searcher will find your website or home page in the search listings and if you’ve provided them with a nice website and great info, they are sure to have a good experience.
  • Hearing about your business from someone they know or reading a sign, advertisement or passing vehicle on the road. This searcher will likely type in a variation of your brand name to find your business, i.e. ABC Plumbing. This is where your first impression can potentially go very wrong. When typing in a brand related phrase, search engines will serve up any websites to their users that they think are relevant to the seach and the engines are not always very discerning.

The potential for a bad impression:

  • The search brings up one of your competitors above you with a similar name or website
  • The search shows bad reviews on business listing websites – a customer you’ve upset awhile ago has decide to voice their opinion online
  • Have you gone through a court case or dealt with a legal matter? Details from government sites etc can rank for your brand name because of documents ranking.
  • You don’t rank number 1 for your brand name – one of your resellers do.
  • Your competitors are advertising online with pay per click under your brand name – have you protected your brand with a trademark?

The problems above lose customers every day for many online businesses. The businesses are either unaware of the problem or do not know how to address the problem. These issues are only going to become more important as time goes on in 2011 – find out what your business’ first impression is online as your 2011 resolution.

How can ROI help?

ROI recommends speaking to an experienced Business Development manager at (Protect Your Investment). PYI looks after these problems for Australian businesses every day – enquire about an existing problem – or have a PYI assess your current online reputation for you.

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