What is Search Engine Optimization and How Does it Work – for 2018?

By John Eberhard

There are a couple elements to proper and effective Search Engine Optimization (SEO) and I think it is important to understand what they are and how they work.

First of all, the reason you do SEO is to increase the traffic you are getting to a site from organic search engine results. Organic search engine results are the regular result that you see when you search for something. It is not the paid results, and it is not the map results (on Google the map results are called “Google My Business” now).

So the goal is to increase traffic from organic search results. What type of results can you expect from doing SEO? If you follow an SEO program over a period of time, you can expect to as much as double, triple, or quadruple your site traffic. So what is an SEO program?

The Elements of SEO

Proper Search Engine Optimization consists of “on-page optimization” and “off-page optimization.”

On-page optimization consists of:

Doing keyword research to select keywords that have a good number of searches being done for them, and that have fewer number of sites competing for them

Writing titles and descriptions for each page of the site

Putting those titles and descriptions into a hidden area of each page which your site visitor doesn’t see, but which search engines see, called the meta-tags area.

On-page optimization should be redone every 2-3 years, as the traffic to various keywords and the competition for them can change dramatically in that amount of time.

Off-page optimization is the process of building up the number of links to your site. The number of links to your site from other sites is a primary factor in how well your site will rank on search engines for the various keywords you are targeting.

Over the years search engine optimization consultants have developed various methods of creating links to a web site. Then over the past 6 years or so, Google, the largest search engine with over 60% market share, has been actively attacking these various link building methods. They have made changes to their search algorithm to make various links building methods less effective. Why?

Google has insisted over and over that you should just write good content and put it on your site, and if it is really good, people will link to it. And that would create what they call a natural link pattern. But there are a few flaws in this logic:

First of all, realize that what Google tells people to do, is good for Google, not necessarily for you.

What Works Today

The list of link building activities that actually work, is constantly changing. Here are the things that I find most effective now in 2018.

  1. Press Releases: Write a press release about your company activities, then submit it to multiple free and paid press release sites. Make sure the release has a link to your website in it. I consider this the #1 method of link building today.
  2. “Stealing Links”: See who is ranking highest for your top keywords, then see what sites are linking to those competitors. Then take those links and analyze them for the ones with the highest page authority and domain authority. Then work to get links to your website from those sites. Of course it’s not really stealing anything. I consider this the #2 method of building links today.
  3. Blog Posts: Write articles that are 300 words minimum and post them to your company blog. Plus create several blogs for your company on free blogging sites, then post your blog posts there too. These same articles can be used as content for other uses such as a company email newsletter.
  4. Business Listing Sites: Each listing you create on these sites will count as a link to your site. But not all of these sites are worth a lot. Concentrate your efforts on ones that get a lot of traffic.

There are other methods but those are the main ones.

The most vital aspect of this is to develop a plan and then keep at it over a long period of time. Just doing it once or twice will not do anything effective.

And the way to measure if it is working, is by looking at web site visits, and the number of links to your site.

I have several clients that have been doing a link building program for several years, where we have doubled, tripled, or quadrupled their site traffic. And that’s worth doing.

Why Online Marketing is Changing So Fast

It’s a cliché that the only constant in life is change. That is certainly true in marketing in general, and in Internet marketing in particular.

Back in 2005 I was managing Google AdWords for a realtor. We were getting leads for an average cost per lead of $10, and we were bringing those leads in, hand over fist.

You couldn’t do that on AdWords for a realtor today. Your cost per lead would likely be 20-30 times that amount. Why? What has changed? Well, at that time, there weren’t that many realtors advertising on AdWords, and the cost per click was very low compared to today. Now, many, many more advertisers means the bids have risen a lot, so the only types of companies that can advertise on AdWords now are companies selling high ticket products or services.

This story highlights a phenomenon I have noticed increasingly in the last few years. It works like this:

  • a. A new advertising medium or platform starts up
  • b. A decent number of public start using it to find products or services
  • c. At first a small number of advertisers use the medium
  • d. Later on, as word gets around that the medium works for advertisers, the number of advertisers grows massively
  • e. The massive number or advertisers causes either: a) the number of leads to diminish for individual advertisers, or b) the cost per lead increases, or both

If a business starts to use the advertising medium at “c” above, their results will likely be huge. But if an advertiser starts using the medium at “e” above, it’s possible they will never get good results and will probably discontinue using that medium.

Some examples:

  • Google AdWords is definitely at point “e” above. This has driven bid prices up to the point where only businesses selling a high ticket item can afford to advertise on AdWords. For those businesses the medium still can work great.
  • Yelp is at point “e” above. A few years ago you could have a free listing on Yelp and you would get a decent number of leads from that. Now you pretty much have to have one of their paid ad accounts. If so, you can still get a decent number of leads from Yelp.
  • Right now, Facebook advertising is somewhere between “c” and “d” above, depending on the type of company advertising and the public being promoted to. So you can still in some cases get lower costs per lead. But Facebook isn’t appropriate for all types of companies. It’s better for B2C (business to consumer) than B2B (business to business) companies.
  • Email promo went through a slightly different lifecycle. Basically back in 2000-2001, email promo was working like gangbusters. I worked for a software company and we were making millions with it. Then a few years later, guys selling Viagra and toner cartridges abused the medium by overusing it, which for all intents and purposes killed it, except for emailing to your in-house list of clients and prospects.

This doesn’t mean that you should stop using Google AdWords, Yelp, email marketing or any other advertising medium, if it is working for you. It doesn’t mean those media don’t work anymore. But it does mean that there are cracks in the armor, that those media don’t always work for everyone today.

A Better Marketing Plan

So I’m not trying to be a downer here. But here are the points I want to make:

  1. Every advertising medium goes through a life cycle at least similar to what I describe above.
  2. At this point in time, that entire life cycle can happen amazingly fast. What used to take decades can now happen in a year or less.
  3. Because this life cycle happens so fast, it is not possible to just promote your business on one medium today and just stay only on that medium. Your campaigns could stop working or diminish greatly without your understanding why.
  4. The better plan is to aggressively find new media that you can use to promote your business, and test promoting your business on those new media, on a small scale, and for a limited time (preferably while still doing what you’re doing now). If you can find a medium that is at point “c” above, that is ideal. Be creative in your search. Think outside the box.
  5. Take the media that work well for your business, and increase your budget on them. Discontinue the ones that don’t work for your business.
  6. Repeat 4 and 5.

If you can observe what media your successful competition is using, particularly if they are repeatedly or continually using certain media, then test those as a priority.

Good luck with your marketing.

Pay Per Click Advertising Tips for 2018

By John Eberhard

Pay per click advertising is an umbrella term that applies to any advertising where you pay money every time someone clicks on one of your ads. Some of the programs where you can run pay per click advertising are:

  1. Google AdWords
  2. Bing Ad Center
  3. Facebook advertising
  4. Yelp paid ad program

I will give some tips and data on each one.

  1. On Google AdWords, since click prices are determined by bids, the click prices are largely determined by the number of advertisers bidding on any given keyword. Because of the number of advertisers running ads on AdWords is pretty high, the bid prices for various keywords can run pretty high. For this reason, I recommend AdWords only for fairly high ticket items, such as home improvement and healthcare companies. I do not recommend it for low ticket items like books or CDs. But for high ticket items, AdWords can be extremely effective in generating a steady stream of quality leads.
  2. Both AdWords and Bing Ads have what they call ad extensions. There are 11 different types on AdWords and 9 on Bing. Basically these are a way to add more content to your ad and make it larger, i.e. it takes up more space on the page. So it is more likely people will see your ad and click on it. One type is a “call extension,” which shows your phone number underneath your ad. And on a mobile, that phone number is clickable. This can be extremely effective in generating a live phone call, which most companies consider the best quality lead. My tip is to add as many ad extensions as is appropriate for your business.
  3. Remarketing is a way to place ads in front of people who have visited your web site. AdWords has a remarketing program and a number of other companies do as well. Basically, special code is placed on your site, so that every time a visitor comes, a cookie gets placed on his computer. Then you can create a bunch of banner ads, different sizes, and those banner ads will appear to that visitor to your site, on various other sites that he visits. It’s a great way to put your message in front of people again who have visited your site, and get them to come back. And the cost of the clicks is generally lower than regular AdWords clicks.
  4. For the last couple years AdWords has run video ads. You can set up one of your videos to appear before the video someone goes to on YouTube. You have probably seen these, where you can click to skip the ad after a certain number of seconds. If someone watches the whole thing you get charged. Your video can appear in a number of other places, including when people search on YouTube. The cost for this is very small, between 12 and 18 cents per view. But you have to have a video that is appropriate and has a call to action at the end.
  5. Google AdWords is sufficiently complicated and expensive at this point that I do not advise people to try it on their own. I think it is well worth the money to get a consultant to work with you on it, set it up and manage it.
  6. Bing Ad Center was formed several years ago combining Bing’s and Yahoo’s PPC programs. It is a valid advertising platform. Unfortunately, it seemed like when the two programs merged, the response level fell down to just what Bing’s program had been before. Yahoo’s traffic just seemed to disappear. For a number of years Bing Ads got terrible response, but over the last year I have seen campaigns for some of my clients run better on Bing than on AdWords.  
  7. I always recommend that for pay per click campaigns on AdWords, Bing and Facebook, that you have people click through to a customized landing page, rather than your home page. And don’t put any navigation buttons on that landing page. This is based on 14 years of experience in pay per click, that if you keep them on one landing page, with a phone number to call and a form to fill out, you will get better response than if you let them wander all over your site.
  8. I now use a tracking phone number on all my landing pages for all my clients. This is a number, where it tracks all calls that come in to it, bounce the call over to the client’s main number, and record the call. I then use that tracking number only for my pay per click campaign, so I know all the calls to it came from AdWords or Facebook or whatever. If I am running multiple campaigns I will set up a tracking phone number for AdWords, one for Bing, one for Facebook, etc.
  9. Facebook’s pay per click program has changed a lot in the last several years. They used to just give you these tiny little ads over in the right column. Now you can run ads that appear right in the main news feed, with a large picture, headline and some text. Facebook also has an impressive array of targeting methods, where you can target people by geographical area, age, gender, by professions, by interests, etc. You can even upload an email list that you have and they will find a good number of those people on Facebook and you can target your ads to them.
  10. There are many “desired actions” that you can have people do in Facebook advertising, such as get people to like your Facebook fan page, download an app, etc., but I think the most valuable thing is to send them to a landing page on your website which will have your offer and a response form.
  11. Pay per click advertising expert Perry Marshall (who has written several excellent books on AdWords and Facebook) stresses in his book that Facebook advertising is NOT for everyone. He has put up a site where you do a brief survey that will tell you whether Facebook is a good fit for your business. http://isfbforme.com/ Unfortunately this site is sometimes down these days.
  12. This article on Entrepreneur.com states: “Is yours a local business with a physical location where consumers regularly come to purchase your goods and services? If so, then Facebook is for you. Dentists, doctors, lawyers, veterinarians, physical trainers, gyms, specialty shops, cupcake stores, specialty groceries, beer and wine shops, restaurants, mechanics, theaters and music venues are highly likely to benefit from locally targeted Facebook campaigns.”
  13. Yelp has a paid advertising program. The way it works is, on Yelp you search for a type of business in a specific city. Then you’ll see all these listings come up. If you do one of their paid ads programs, your ad will be one of the ones that appears at the top, a certain number of times per month. Paid programs start at $300 per month. This is most workable for local types of businesses, like restaurants, contractors, health care practices, etc. I have a number of clients who do extremely well with Yelp’s paid programs.
  14. The goal of any pay per click campaign should be to develop a steady stream of leads coming into the business.
  15. It is also vital, when doing a pay per click campaign, to have your act together in terms of sales, handling the leads, and converting them to closed sales. If you don’t have this part of the operation nailed, you will waste a lot of money and eventually give up on your pay per click campaign.

Good luck with your pay per click advertising.

9 Pitfalls to Avoid When Getting a New Website

By John Eberhard

This article will cover 9 pitfalls you can make when getting a new web site designed, and how to avoid them.

Not Mobile Friendly

Any new web site you get designed today should be mobile friendly. This is important for two reasons:

  1. Over half of your customers or prospects use a mobile phone to access the Internet, and you want the site to display properly and be readable and usable for them.
  2. In April 2015 Google made a change to their search algorithm to penalize sites that are not mobile friendly. That means if your site is not mobile friendly, Google will penalize you in its rankings.

There are two ways to make a site mobile friendly today: a) adaptive web design and b) responsive web design. Adaptive web design is where you create a separate mobile version of the site, usually with fewer pages than the regular version of the site. Responsive design is where you modify the site so it displays well on a mobile and is readable, and the elements on the page are moved around and shifted down the page so one has to scroll down the page to see them.

You can check here to see if your web site passes Google’s test:

Not Having an SSL Certificate

An SSL Certificate (Secure Socket Layer) makes your site safer for users and makes them more confident in using the site. This is especially important now because Google is penalizing sites that don’t have one, and in July their Chrome browser will say “Not secure” in the address bar for any site that does not have one.

Not Personalized to Your Business

One mistake that businesses make today with web sites is to make a site that looks too generic, like any other site for a business of that kind. You see that often with health care practices for instance. The problem with this is that it doesn’t give any sense of the personality of the business, and basically it doesn’t give any reason for the prospect to select YOU rather than your competition. Most industries today have lots of competition, and it’s vital to find ways of setting yourself apart from the competition.

One of the best ways to personalize a web site to a particular business is to include lots of pictures of the business. In the case of a health care practice, include pictures of the doctor or doctors, the staff, the building from the outside, the lobby, etc. If it’s a manufacturing company, show pictures of the facility, work being done, and the principals and staff.

Too Few Pages

Ideally a web site should have anywhere from 12 to 40 pages, with each page talking about different aspects of the business or different services or products delivered. This is important for search engine optimization (SEO) purposes, where the more content your site has, the more likely it will rank for various keywords related to your business.

So avoid the pitfall of having a small site of 4-6 pages. And definitely avoid having just one page, where your navigation buttons just push you down the page. That’s not good at all for search engine optimization.

Not Transferring SEO Data

If you have a web site now and that web site is getting traffic and is ranking well for various keywords, it is very important when getting a new web site, to transfer the search engine optimization (SEO) data to the new site. This is data that is stored in the invisible code of the site (called the “meta” data) that search engines see and use to decide how well to rank your site.

If you are getting traffic now, but this SEO data is not transferred to your new site, you could see your traffic fall off significantly after the new site is put up.

Contact Info Not Prominent

A web site should make it extremely easy for someone to contact you. Remember that people in general today are busy and in a hurry. No one has time to search through your site to try to figure out where your phone number and address are. Make it really easy to find them and put them on every single page. The best solution is to put your phone (big) and address in the header of the site, or at the top of the sidebar.

It’s also a good idea to have a small contact form right there in the sidebar of every single page.

No Identity Capture Devices

The vast majority of visitors to your web site will not contact you and will just leave, representing a waste of the resources spent getting them to your site.

You want to have what are called “identity capture devices,” meaning various offers and things on the site that will entice the person to give you their name, email address and other contact information.

This goes beyond simply having your phone and address prominently displayed. The concept behind an identity capture device is that you want to get people who are interested in your product or service and who are a qualified prospect, but who are not going to buy right now, to give you their information.

If you get their contact information, that gives you the opportunity to continue to communicate with them. You can send them a series of emails promoting your product or service using an autoresponder. You can put them on your email newsletter list. You can keep your company in their mind so that when they are ready to buy, maybe weeks or months down the road, they select you and not someone else.

Some common identity capture devices include:

  • Email newsletter subscription
  • Free report or white paper on topic related to your services or products
  • Free software or utility download, or mobile app
  • Free video, webinar or other content that you let them see only when they give you their email or other contact info

As the web matures and people get on more and more email lists, they become more and more reluctant to give out their email address. So you have to become more clever and innovative in developing identity capture devices.

Hiring an Inexperienced Designer

It is always possible to get someone to design your site for next to nothing. No doubt your wife’s sister’s cousin’s nephew knows how to do web design and is willing to do it for $200. Or maybe for free. And he designed a web site for that heavy metal rock band “Death Stalkers.” So he’s experienced, right?

The problem with this is that you get what you pay for. If it matters to you that your web site looks good and is a good representation of your business (and it should because a large majority of people go to a business web site before doing business with them), then you should not hire a brand new person to design your web site.

An inexperienced designer may design something that looks totally inappropriate for your industry (like a dentist site that looks like a heavy metal band). And he won’t know how to do things like create identity capture devices or how to design the navigational structure.

An experienced designer will know how to create a site that is appropriate for your business and will function properly, i.e. get site visitors to respond to you.

Not Having an Up to Date Design

Web design changes dramatically every couple years. It’s important to be up on new trends. For example, it was a hot trend a number of years ago to design a whole site in Flash. But then people realized that search engines couldn’t see any content for a Flash site, so that hurt the site in terms of rankings. And then iPhones can’t see Flash content.

Some of the up to date design elements you should consider today are:

  1. Photo slide shows on the home page. Many of these go across the whole width of the screen. Today you can even have different panels of the slide show have animation in them, or have a video in them.
  2. Smaller slide shows in the sidebar, with each panel linking to a page on your site for individual products or services.
  3. The whole site set up so it is the full width of the browser. This is becoming a very prominent trend.
  4. Large photos used as a background for the whole site. You can also make the main text box partially transparent, so that the background picture shows through somewhat. (It’s important to make it opaque enough so you can read the content. Reabability comes before being cutesy.)
  5. Video used as a background for the site.
  6. There are plenty of plugins for WordPress that allow you to display content from your social media accounts, such as recent Facebook or Twitter posts.
  7. You can hook up Google Calendars to display on your site, or create a forum.

Good luck with your new web site.

Is Your Website Dead?

Is your website dead? By that, I mean, are you getting no leads and/or sales from your website? Is there no or very few people coming to your website? Do you not know how many people are coming to your website weekly or monthly?

If these things are true for you and your website, then you will tend to get this idea that your website is just a cost of doing business, but it doesn’t really contribute to your business production. And if you have that idea, you won’t want to do anything or spend any money to enhance the website or make it productive.

Just as an example, over the past few years I have seen business owners that I know ignore the fact that their website or websites are not mobile friendly. Despite the fact that this means over half the people coming to the site can’t use it because the text is too tiny to be read.

So since I am obviously not in agreement with the idea that a website is just a cost and a waste of time, what should be done with a website?

First Objective: Traffic

The first thing to know is that today, there are so many websites on the Internet that if you put up a nice website, but do nothing to drive traffic to the site, nothing will happen. You may get a smattering of visitors, but not enough to drive any leads that will make a difference to your business.

So before you start driving traffic and bring your site back from the dead, I would definitely fix three things about your site if you haven’t already: 1) Make the site mobile friendly so it displays well on a mobile phone and the text can be read easily. 2) Put an SSL certificate on the site so the web address starts with https rather than http. 3) Put Google Analytics on your site so you can see how many people are coming to the site weekly or monthly.

Once you do that, you can start driving traffic to the site. Here is a quick summary of what’s available to do that:

  1. Pay Per Click Advertising – This is where you pay for ads on Google or Facebook. But in general this is usually for businesses with high ticket products or services.
  2. Search Engine Optimization and Link Building – This is building up your organic traffic, and is a longer lasting investment.
  3. Google My Business – If your business is local, you should definitely create a GMB listing. These are the listings that show up on Google in conjunction with a map.
  4. Yelp – If your business is local, you definitely need a Yelp listing. Yelp gets 36 million visitors per month. I have put several clients on Yelp paid advertising and most have done very well with it. You do have to deal with reviews, getting really happy customers to write reviews, and responding to negative ones. The best strategy is to get lots of positive reviews.
  5. Email – The best thing to do with email is to compile an email list of customers and prospects that contact you; an in-house list. Then email to them regularly. It’s best to use one of the online email services like Aweber.
  6. Business Directories – There are a lot of business directories where you can put up a listing for your business. Here is a list of the biggest ones with traffic figures. https://www.vendasta.com/blog/top-100-online-business-directories Concentrate on the ones that get the most traffic.
  7. Social Media – You put up a presence on Facebook, Twitter and LinkedIn, get lots of fans/followers/connections, then post regular things about your business.
  8. Offline Promo – Don’t ignore the use of offline promo such as business cards, brochures, and direct mail. Make sure your website address is put on everything.

Two things to bear in mind: 1) Don’t just pick one of the above. Use multiple media. 2) Whatever you do to promote your website, do it consistently and regularly. Not just a one shot deal.

Google Ramps Up Penalty for Not Having an SSL Certificate

By John Eberhard

An SSL Certificate (stands for Secure Socket Layer) is the security technology for establishing an encrypted link between a web server and your browser. This link ensures that all data that is passed between the web server and browsers remains private.

https://realwebmarketing.net/wp-content/uploads/2017/11/SSL-cert.jpgThis is vital in protecting any information that people send to you via your site, such as when they fill out a form on your site, or when they buy something from your site if it is set up as an e-commerce site.

An SSL certificate changes the beginning of your website address from http: to https:.

Back in November I wrote an article on how Google was starting to penalize sites that did not have an SSL certificate.

There is a new development in this saga that every business owner needs to know. Starting in July, with the release of the Google Chrome 68 browser, ALL sites that do not have an SSL certificate will be marked as “Not secure” right next to your web address in the URL bar.

Starting in January 2018 they started doing this with SOME sites that didn’t have an SSL. But in July they will start doing this with ALL sites that don’t have an SSL. Here’s how it will look:

Here’s an article from Google stating this. https://security.googleblog.com/2018/02/a-secure-web-is-here-to-stay.html

What’s It Mean?

If you don’t have an SSL certificate, it means Google is currently penalizing your site in rankings. And the “Not secure” notice will appear in the browser starting in July.

So if your site either sells products online or you rely on getting people to fill out forms to contact you or become leads, this could hurt your business. Because the more alarming the notice, the less people will trust filling out a form or buying something on your site.

What’s the Handling?

First, you have to purchase an SSL certificate from the company where your site is hosted. These range from free with some hosting companies, up to $100 per year per site.

You can buy an SSL from a company other than your hosting company, but I would not advise it because it makes the implementation much harder and take longer.

Once the SSL certificate is purchased it has to be implemented on the site. The site’s URL will then start with https: rather than http:.

Second, some additional work needs to be done on the site. All the internal image links on the pages need to be changed. If they are not changed, the URL bar will look like this:

Once they are changed, the URL bar will look like this:

That’s the goal, as that marking will give visitors confidence in the security of the site.

To get your site set up with an SSL certificate, contact us now.

Web Design Basics for 2018

By John Eberhard

I have been doing a lot of web design projects lately. Every couple years, the typical, expected and common things to do, in designing a website, changes dramatically. Here’s an update for 2018.

  1. Websites Over 3-4 Years Old: If your website is over 3-4 years old, it’s time to take a look at re-designing it. Styles and approaches have changed a lot over the last few years.
  2. Width: 10-15 years ago, most sites were 800 pixels wide or less, because that fit the screen resolution of the computers that most people owned back then. Today, that has changed to the point where most new sites go the full width of the browser screen. If you have a site that is 700 or 800 pixels wide, it will look tiny on the screen today, and not have much impact.
  3. Mobile Friendly: It is a must today for all businesses, to have a web site that is mobile friendly. This is vital because over 50% of all web visitors today are coming to your site on a mobile phone. So if your site isn’t mobile friendly, it will be tiny and unreadable, and they will leave. Plus Google penalizes your site in the rankings if it is not mobile friendly.
  4. Slide Shows or Video Backgrounds: It has become very common over the past few years to put a slide show on the home page of the site, with 4-8 slides. Usually these are big pictures that go across the same width as the site. Now many sites have a video background at the top of the home page.
  5. Contact Info: You should put your contact info on the site in such a way that it displays prominently on every page, either on the right side of the header at the top, or in the sidebar. Don’t make people have to hunt for your contact info when they are ready to contact you. I am usually in favor of putting some kind of response form right in the sidebar, so it appears on every single page. Remember, you are not just out to make your site look great. You want people to respond.
  6. Contact Forms: It is vital to have a contact form or multiple contact forms on your website. Some people prefer to contact you that way rather than pick up the phone.
  7. Social Media Links: It is common today to put links to all the major social media sites on a web site. It is a good idea to also put buttons allowing the person to like your Facebook page. And there is software that allows you to display the most recent activity you have posted to your Facebook page or to Twitter.
  8. Personalization: One mistake I see a LOT with some small businesses is to have a site with lots of information but no pictures of the business or personnel. This is a mistake, because one of the things you are trying to do with any promotion is to differentiate yourself from the competition. Otherwise, why should they select you?
  9. Video: Having a video or several videos on your site can make a big difference. Having people see you, your company, your staff, your products, your customers, helps to make you more real to and more trusted by the prospect.
  10. Quality Design: The quality of the design is important, because that is the thing that the visitor first sees, and it is the quality of the design that will invite him in and get him to see more and read your message. This involves things like the color scheme (using colors that go well together and fit your topic), graphics, the fonts and size of the type, large photos, the placement of the various elements, etc. The competition in most industries today is fierce. A high end design will get your site noticed more, help you differentiate your business, and help you deliver your message.

How to Decide Which Website Marketing Actions to Do, Examples Updated for 2018

By John Eberhard

In an article several years ago I described all the major methods of website marketing for a company, and gave examples of different types of companies, and what actions I would recommend that they should do online.

I decided to take this and update it for 2018.

Home Improvement Company (Local, high ticket item)

  • Pay-per-click advertising on Google, Bing and Facebook
  • Yelp paid advertising
  • Google My Business (maps listings)
  • Search engine optimization (SEO) and link building
  • Social media marketing targeted at the local geographical area
  • Video marketing, showing products
  • Email marketing, once you build up a list of prospects

Health Care Practice (Local, high ticket item)

  • Pay per click advertising on Google, Bing and Facebook
  • Google My Business (maps listings)
  • Local search engine optimization (SEO) and link building
  • Social media marketing geared to the local geographical area
  • Video marketing, showing practice owner and happy patients
  • Email marketing, once you build up a list of prospects
  • Yelp paid advertising

Consulting Company (National, high ticket item)

  • Pay per click advertising on Google, Bing and Facebook
  • Search engine optimization (SEO) and link building
  • Social media marketing geared to the target public
  • Video marketing, showing owner, and client testimonials
  • Email marketing, once you build up a list of prospects
  • Blogging

Book Author (National, low ticket item)

  • Social media marketing targeted at people interested in the topic
  • Blogging
  • Video marketing, showing author
  • Email marketing, once you build up a list of prospects

Beauty Products Manufacturer (National, low ticket item)

  • Search engine optimization (SEO) and link building
  • Social media marketing geared to women in target age group
  • Video marketing, showing products, happy customers, experts
  • Email marketing, once you build up a list of prospects
  • Blogging
  • Exhibiting at local home shows and other types of local shows

Dance Studio (Local, low ticket item)

  • Google My Business (maps listing)
  • Pay per click advertising on Google, Bing and Facebook
  • Search engine optimization (SEO) and link building
  • Social media marketing geared to the target public in local geographical area
  • Video marketing, showing performances
  • Email marketing, once you build up a list of prospects
  • Blogging
  • Yelp paid advertising

Insurance Agency (Local, relatively low ticket)

  • Google My Business (maps listing)
  • Search engine optimization (SEO) and link building
  • Social media marketing geared to the local geographical area
  • Email marketing, once you build up a list of prospects
  • Yelp paid advertising

Software Company (National, high ticket)

  • Pay per click advertising on Google, Bing and Facebook
  • Search engine optimization (SEO) and link building
  • Social media marketing geared to the target public
  • Video marketing, showing product, developers, customers
  • Email marketing, once you build up a list of prospects
  • Blogging

Financial/Retirement Consultant (Local, high ticket)

  • Pay per click advertising on Google, Bing and Facebook
  • Search engine optimization (SEO) and link building
  • Social media marketing geared to the target public
  • Video marketing, showing consultant, happy clients (some laws restrict showing clients)
  • Email marketing, once you build up a list of prospects
  • Blogging

Private School (Local, high ticket item)

  • Pay per click advertising on Google, Bing and Facebook
  • Yelp paid advertising
  • Google My Business (maps listing)
  • Search engine optimization (SEO) and link building
  • Social media marketing targeted at parents in the local geographical area
  • Video marketing, showing facilities, faculty and students
  • Email marketing, once you build up a list of prospects
  • Blogging

Real Estate Agent (Local, high ticket)

  • Pay per click advertising on Google, Bing and Facebook
  • Yelp paid advertising
  • Google My Business (maps listing)
  • Search engine optimization (SEO) and link building
  • Social media marketing geared to the local geographical area
  • Email marketing, once you build up a list of prospects

Good luck with marketing your company online.

Marketing Trends for 2018

By John Eberhard

Every time the new year rolls around, you see tons of articles claiming to herald the latest and hottest trends in marketing for the new year.

Th other day I searched for articles of this nature, to get a sense of what other people are saying the hottest trends will be. Suffice it to say that my buzzword detector starting going off like a Geiger counter, and I didn’t really find anything mentioned in these other articles that I thought were important trends for marketers to be aware of.

But there are a few things that I think are important new trends, and I will also list out important things to think about that aren’t new but are important.

New Trends

SSL Certificate: I think it has become vital for marketers to add an SSL certificate to their websites, which changes the http in their web address to an https, and encrypts information going to and from that website. Google is pushing hard for all websites that ask people to enter personal information in forms, to get an SSL certificate. And both Chrome and Firefox display a white circle next to the URL bar, that when clicked, states that a site without an SSL cert is insecure. I’ve seen articles claiming this notification will get more assertive in the months to come.

Bing and Facebook Advertising: For companies doing pay per click (PPC) advertising on Google, I recommend expanding your advertising presence on Bing and Facebook. Years ago I had PPC clients on both Google and Bing, then Bing basically started producing nothing and being generally useless. But in the past year I’ve started up new accounts for clients on Bing that have out-performed Google. And the costs are lower.

And Facebook advertising is a great fit for certain types of companies, especially B2C (business to consumer) products.

Trends to Stay Away From

I came across a great article recently by marketing author Mark Schaefer, entitled “Why marketing technology is sucking the life out of the marketing profession.

In it he goes over how marketers have gotten into the habit of using certain technologies, which they knew people hate, because they “work.” I’ve even caught myself saying this. His examples include popups, endless email campaigns, and unsolicited email. He says:

“The heart, the soul, the truest pulse of marketing is vaporizing because our profession is turning into a glorified IT function. Marketing strategy is being derived from data scientists, SEO gurus, and statisticians doing A/B testing in a back room somewhere.”

“We are implementing strategies and tactics based on what statistically is supposed to work, instead of what customers really want.”

“You see, the problem is just going to get worse — much worse — as ‘marketing technology’ becomes synonymous with ‘creating consumer hate at scale.’

“With the amount of personal data being collected today, I believe we’re on the cusp of an era of unprecedented creepiness. Somebody in analytics is going to recommend a marketing tactic that crosses a line of ethics because … “it will work.” It is already happening. I predict that we’ll soon see some epic marketing failures in our business when the decisions are based on probability analysis versus common sense and good taste.”

A year and a half ago I read a booked called “Marketers are from Mars, Consumers are from New Jersey,” by Bob Hoffman. He points out that ad agencies used to be based around a creative guy who would find innovative, funny and creative ways to sell things. Now they tend to be based around numbers guys, who do everything by statistics. Several of the “new marketing trends” articles I read even listed “big data” as a vital trend in 2018, meaning we need to analyze all the statistics and make our marketing decisions based on stats.

Stats are important, but I tend to think Hoffman is right and that marketers need to concentrate more on finding clever ways to sell things, rather than just doing A/B testing.
Things That Aren’t New But Are Still Important in 2018

  1. Websites that are more than 3-4 years old need to be re-designed, period.
  2. If your website isn’t mobile friendly, you are potentially losing over half of your website visitors because the site will appear tiny and unreadable on a mobile phone, and your visitors won’t stay.
  3. If you have a local business, you need to be on Yelp.
  4. Search Engine Optimization (SEO) is a method of permanently increasing the amount of traffic coming to your site. It’s not an instant gratification thing. It takes time but is well worth the effort.
  5. Pay per click advertising (PPC) is a vital medium for any company with a high ticket item (costs over say $500). But it has become complicated enough that you should go into it with an experienced consultant.
  6. I mentioned this in my last article, but the economy is booming. I think during the last 8 years the economy has been in the doldrums, and many business owners have slowed down or stopped their marketing outreach, and settled down into a world of reduced expectations. But all that has changed in the last year. So it is time to upgrade and increase your marketing efforts, and take advantage of that boom. Don’t let your competitors eat your lunch while you hesitate. He who hesitates is lost, and fortune favors the bold.

Let’s work to make 2018 the best year ever for all of our businesses!

Time to Start Promoting

By John Eberhard

Recently I was talking to one of my clients who has had a great year, and who has hired us to do a major web re-design. I asked her what she attributed her great year to, and she said that the economy was going a lot better this year, and people were more willing to spend money.

This got me thinking and I did some research. I found that:

  • The Dow’s highest closing record is 24,290.05 set on December 4, 2017.
  • The Dow has set 80 new record closing highs since the 2016 presidential election
  • U.S. consumer confidence rose more than expected in October, 2017 to the highest in almost 17 years as Americans grew more confident about the economy and job market, according to figures from the New York-based Conference Board
  • Online shoppers spent $5 billion on Black Friday — 17% more than 2016
  • Blue collar wages are up 4%
  • Federal Reserve in New York projecting a 3.8% rise in GDP, which would be the best economic growth for the US economy in 3 years

So other than to cheer everyone up, why am I bringing up this information?

Simply put, it has been my observation that a lot of people in business have responded to the lousy economy that we’ve had over the last decade, by slowing or stopping their promotional efforts.

Less money for promotion. Dropping various promotions they were doing. Not bothering to update their website. The list goes on. But the common denominator has been less willingness to spend money on marketing and promotion.

I can understand that. I think during that time period we’ve seen a broad based decrease in the willingness of the public to spend their money.

But things are different now. Consumer confidence is up. The stock market is hitting record highs over and over. Shoppers spent 17% more this Black Friday than last year. It’s time for business owners and executives to wake up and snap into present time. Business is booming. But in order for you to take advantage of that, and for you to be part of that boom, you need to step up your game and ramp up your marketing and promotional efforts.

That means:

  • If your website design is more than 3 years old, it’s time for a re-design
  • Make sure your site is set up properly to get people to respond to you
  • If you’ve never done search engine optimization on your site, you need to do it to increase your traffic to your site
  • Make sure your website is mobile friendly, otherwise you risk losing over 50% of visitors, who visit the site on a mobile and won’t be able to read the text on your site
  • Take that promotional idea you’ve been sitting on for the last 8 years and put it into action
  • Take a look at your most recent affluent period, and put back in any promotional actions you were doing then, that have dropped out
  • Analyze what your top competitors are doing for their promotion, and pilot doing those things
  • Get an SSL certificate for your website so visitors will have confidence that the site is secure
  • If it’s appropriate for your business, start doing Google AdWords
  • If it’s appropriate for your business, start doing Facebook advertising

Let’s all take advantage of this economic boom, and that all starts with promotion.