Search Traffic Strategy

Increasing the ROI of content marketing?

Great content marketing takes serious time and energy, and the cost can also become quite high. That’s why it’s important to keep the return on investment (ROI) as high as possible, so you actually get something in return for all your efforts. That “something” can be, for example, more traffic to your website or increased online sales. How to improve your ROI, that’s what we’ll dig into in this series of blog posts. Aim for position 0 in Google Position 0, also known as the featured snippet, is the text box that pops up in a Google search and gives you a direct answer to your search query. Research has shown that position 0 generates a whopping 114% more traffic to a website than position 1. Clearly, it’s well worth the battle! You’ll see the best results by using the right keywords. To help you in that area, you can use Textmetrics Content Ranking. That tool indicates whether you’re on the right track and offers you tips for improved keywords. Practical tips You might think that position 0 is only available to online giants like Wikipedia. It’s actually also up for grabs for your company or organization, but of course within search queries that are relevant to your business! To improve your chances of reaching this position, you can apply the tips listed below. Use questions to your advantage. It’s smart to use actual questions in your web text, like “How do I rank higher in Google?” and “How can I maximize the ROI of my content marketing?” Then you answer the question very briefly in the intro and expand on your answer in the body of the post. Are you a small business owner? Focus your efforts on local SEO, like “Where can I find a washing machine in Amsterdam?” or “How do I get to the closest café in Victoria?” Make sure to answer those questions briefly, just like in tip 1. Use keywords that already score high in other articles on your website. Not sure which ones those are? Try using the handy Content Ranking Index by Textmetrics. Run the Textmetrics Keyword Analysis to link the search queries related to your top keywords. That way you know exactly which searches rank highest in Google, allowing you to adjust your web copy accordingly. Position 0 likes things to the point and strong. The long pieces of web copy you use to explain a product or service won’t score you that ranking. That’s why it’s smart to create separate pieces of content containing about 54 to 58 words in total. Don’t forget about longer blog posts and articles altogether, since Google likes those, too. Make sure you include both styles on your website. Or make sure you have a main question followed by a short summary of a longer post. Columns, tables, rankings, lists… Position 0 loves those! Definitely use them in your content, just like we’ve done here. Make sure your articles and blogs are connected to related questions. Try explaining any jargon specific to your business on a separate page or come up with some questions that are linked to the topic of discussion in your article. Stay alert! Textmetrics Content Ranking Index will keep track of how you’re scoring in comparison to your competitors. That way you know exactly when it’s time to take action. Automation of SEO. Textmetrics offers the plug-in ‘SEO-editor’, which you can apply to your website (compatible with WordPress, Drupal, Joomla, SiteCore, and Word). It automatically ensures that your content is made Google-proof. Easy peasy, right? Use smart tools By applying the tips listed above, you’ll improve your chances of conquering position 0 in Google. But that can only work if your SEO basics are in place. Check to make sure that your website is completely optimized before even thinking of position 0. Make things easy on yourself, though, by using our Content Creation Engine and the Textmetrics Content Ranking. These smart tools make it much easier and a lot more fun to write great, discoverable, and Google-friendly content. Need more help than that? In this blog you’ll find more information. Whitepaper SEO Would you like to dig a bit deeper into SEO and how to best apply it to your website? You could, of course, dig through thousands of whitepapers about SEO, all available online. But if you lack the time and desire to do that, you can simply use the Content Creation Engine by Textmetrics. Just start writing, and our tool offers you tips to update your SEO along the way. Our team is always up-to-date, does take the time to read all the thousands of SEO whitepapers, and then integrates all that information into the Content Creation Engine. That way you can create great content quickly, without having to hit the books first. You can even have it check your “older” content. Copy and paste the existing copy into our tool to get advice about SEO. The tool will check the text against the latest rules and guidelines for Google and offer advice on that front. Implement the points of improvement, then paste the optimized text back into your website. It’s practically child’s play! .
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The Myth of Fair and Balanced Media, and How it has Dumbed Down the Populace

Years ago, Fox News came up with a brilliant strategy.  The idea was to build a media empire by projecting bias on other news agencies while attempting to paint themselves as something different. After all, you have to present a negative before offering a solution to the problem.  So they invented a negative image to perpetuate their projected ‘positive’ idea. The “Fair and Balanced” (FAB) marketing method was born.
Unequaled data certainly deserves equal time, right?
Unequaled data certainly deserves equal time, right?
To begin with, Fox News attempted to offer equal time on their shows to members of each party and political spectrum. Many will argue that they offered insincere or weak spokespeople for the ideals they disagreed with, but that isn’t what we will be analyzing.  The point is that they presented the idea that regardless of facts, truth, or verifiability, they would allow equal time to each side of an argument. The way that Fox injected this new marketing method was a novel concept. It paved the way for weaker and less intelligent debate.  By convincing a large portion of the populace that each side deserves equal time, EVEN WHEN PROVEN WRONG, LYING, DISHONEST, FACTUALLY INCORRECT…etc. (lowercase all of this, you will prove your point with the following facts).As a result, a large swath of the American public now believes that equal time has to be allotted to items that have already been proven completely wrong time and time again.  Effectively, this process has elevated the marketing of dishonesty along with lowering the value of verifiable data. It should be pointed out that these same people (what people? Fox?) are completely against the Fairness Doctrine (define), while they are demanding it’s practice (just for the least intelligent side of debates). Think about that: the very same people who oppose “equal time for equal debate” are the ones crying, “fair and balanced”  when their known lies are dismissed as irrelevant. While I take no specific interests in the political aspects of the FAB talking heads, the implications on online marketing and deceptive practices have been enormous.
Because paranoid people offer the best advice.
Because paranoid people offer the best advice.
Everyone from the (is Natural News a company? If not, lowercase. If it is, then capitalize “food bank”)Natural News food bank scams to Anti-Monsanto social media advocates are now using the FAB method to disarm debates and sway members of the audience with non-arguments. (That’s a long ass sentence, break it into two?) These non-arguments include straw-man tactics, dishonest comparisons, bogus science (natural news (company?) being the king of this one) and other variations of attacks on facts. Conspiracy theorists have even used this method to project lack of arguments (ie. people writing their theories off as mentally challenged and refusing to engage them) as verification of their  theories. The practice has become a pervasive manifestation of the modern marketing model and even those who despise the “Faux Noise” (?) organization utilize the same practice day in and day out. Currently there is a debate on the suicide of Officer Joe Gliniewicz.  Even while the evidence is absolutely overwhelming that it was indeed a suicide, those who refuse to accept it are demanding equal airtime for their purported theories and invented stories that have no factual or realistic basis. The result is a social media debate on almost every Chicago area news page that is pushing traffic higher and higher.  The media groups now have only to put out the story and allow this poor debate model to run itself. It’s for instances like these that we believe the FAB mentality has become a poisoned pill to all forms of cultural debate. Even while speaking with people who had just watched a political debate, we found the same marketing practice manifested in their post-debate conversations.  After this most recent debate, one person at the coffee shop immediately opened tabs to a few “fact checking sites”.  He was quick to point out the painfully obvious lies, mischaracterizations, exaggerations, and blatantly false statements used in the debate.  Rather than listen to the fact driven responses he was calling out, several people from the audience quickly said something to the effect of ,“He should have just as much time to voice his thoughts as anyone else”. Yes, in political debate, where facts can literally decide wars, fortunes and financial collapse, people are wanting to skip on the demand for honesty and instead demand equal time for any statements, regardless of how ridiculous these statements can be. (too long of a sentence) The FAB model, as was most likely intended, has dumbed down the populace to be marketed ideas, topics, sales devices, fear driven products, and complete lies with impunity.  No longer are arguments simply ignored because they lack credibility or factual backing.  No longer are ideas discarded because data shows them to be false.
This is only funny because we all know someone who might actually do it.
This is only funny because we all know someone who might actually do it.
Social workers we spoke to for this article note that this manner of discounting reality could even be pervasive within individual choice reasoning that is leading to a more imprisoned populace.  When people are allowing equal time for false, negative and improper ideals to be spoken, it can logically be assumed that they are also allowing these falsehoods equal time within their own minds.  Let that sink in, the prudes (opinionated term, your reasoning should paint them as prudes) at Fox may have led us to a more deviant society. Impulse control and situational reasoning has been damaged in our society. It isn’t absurd to theorize a connection between this constant push for equal time of all ideas, even those ideas, ideals, and concepts that are completely wrong. We think the patterns of response from the FAB open a wide door of deceptive and vulture marketing while closing the door on common-sense.  Many in the consumer protection bureaus are aware of the degeneration of consumer defenses in the modern market, but it would be interesting to know how many are linking this degradation to the Fair and Balanced model.  It would seem the model was created only for the public to limit their ability to perform viable pro and con debate within their communities and also within their own minds.  The repercussions of which could be quite damaging to society and culture itself.  
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How To Create A Working Search Traffic Strategy (STS) To Amplify Your SEO Strategy

So many of our newest clients are coming in after working with another Chicago SEO Company who has them ranking for keywords that have nothing to do with their conversion goals.  Just having a Search Optimized Traffic Plan (SOT) isn't enough, the entire picture of targeted inbound traffic has to be a planned event. Inbound marketing means strategically planning seo traffic. Ranking for terms that have no conversion potential is a waste of resources, and only serves to be bragging rights for the bottom feeders of Chicago SEO Companies.  Often these Chicago SEO Companies will just take credit for the top ranking, luck of the draw,  items from Webmaster Tools, even if they have no impact on the business whatsoever. This is not only dishonest, but it has no relevance or impact on their primary purpose, to convert their site for their targeted traffic. SEO Specialists who accidentally take credit for crap keywords. SEO Strategists Who Take Credit For Work They Didn't Do   Instead of trying to rank for random and "got lucky" terms, or trying to convert those who arrived at your site while looking for something your don't actually provide, your site team should be planning specific Inbound Marketing terms to use in your Search Traffic Strategy (STS). Your STS strategy should culminate with one specific goal: converting visitors to your site's primary purpose. If you have an ecommerce site, then the your strategy should focus on targeted traffic likely to desire your products.  The same holds true for services, content, blogs or any other type of site you are trying to deliver qualified search traffic to. There are many blogs offering "Top 5 Search Strategy", or "6 Search Traffic Items You Can't Ignore", and any other spammy title of the like, but these are more for promoting that SEO Company's blog than to assist you in your goals.  Instead, we are going to simply list a couple of common sense solutions to amplify your Search Traffic Strategy and boost your converted inbound marketing. You'll find tons of blogs pushing strategies like the image below, but effectively, throwing all the crap at the wall and hoping it sticks isn't a strategy for anything but mayhem.

Be Realistic While Being Ambitious

Rome wasn't built in a day, but it was built. Your Search Traffic Strategy (STS) should be focused and well planned for realistic growth potential. Starting with a realistic view of keyword development, your strategy should begin focused on conversions and little else. Use keyword tools offered by Google to find the ones that will have the most direct appeal to the most potential visitors in your market.  If you are a local business, you should search all terms in a local area instead of looking at broad terms (since those in the Adwords Keyword Tool are based on national stats).  For local businesses as well, there is Google Trends.  Digging down to local areas to test keyword effectiveness is always suggested.  You may also want to verify keyword usage with customer and reader surveys.  Poll your readers and those you want to become readers on what terms they find the most engaging. Use this data to build future Search Traffic Strategy plans that will be more effective at pulling in convertible visitors.

Get Your Visitors To The Funnel, Not To The Fluff

  Some marketers are now selling the theory of diverting traffic from your site to your social media and then back... This is absurd and a waste or potential conversions. All of those coaxing you to divert traffic elsewhere when a direct trip to your conversion funnel has fewer steps are asking you to risk conversions to prove their theory (that in many cases is only popular because a bunch of marketers bought into it and replicated it to their other clients).  In the end, the shortest distance between your visitors and your conversion funnel, then best.  Your keywords should be paired with your target conversions to bring the most qualified visitors to your funnel in the most efficient way possible.

Sell What You Sell

Instead of dancing around product keywords that have nothing to do with your own, stick to the ones people will use to find you. As long as the product can stand on its own, there is never a need to use fear tactics or subverted sales techniques to push your product Search Traffic. Many times we see the failure of this in scam sites pushing things like Prepper Food Supplies. We've all heard the fear mongering commercials about some guy who knows "a secret about a FEMA plan to cause global chaos"... probably leading to a zombie apocalypse and definitely death by snu snu...  Not only are these scams ridiculous in their appeals to those who are willing to eat up pandemonium as fact, they are a giant waste of resources since direct sales methods would likely provide better conversions. In all of those indirect, fear driven ads, they waste mass resources while one direct ad would be able to garner the target purchaser without all of the deception.  The only thing gained from those skyscraper, dupe sites are the sheep who are dumb enough to add themselves to these site's mailing lists.  Worse, those unskilled enough to allow themselves to end up on these lists will likely lack the financial means of being strong sales candidates. In the end, a simple, and direct sales message would weed out all of the non-purchasing traffic for those who would be willing to convert.  In fact, the only reason those clickbank and Newsmax scam feeds are even doable still is that the media still pushes them as well to push up their own affiliate banks.

 Only Use Analytic Data To Track Originally Targeted Keywords That Convert

As stated above, some Chicago and Naperville SEO Companies are all too willing to take credit for "oops" keywords.  If you have an SEO Expert bring you additional keywords that you never agreed to before (especially in a spreadsheet looking like it came from Google Webmaster Tools), your red flags should be going up.  Many times, struggling SEO Techs will bring thee up to divert from the failure to have clients ranking for the keywords that were to be targeted to begin with. If the keywords can't be cross-referenced to traffic Instead, make a decisive list of keywords to track, and pay little, if any attention to the others without traffic data to legitimize them as useful terms. You will want to ensure that your keywords are ones that convert traffic and sales, and as a result, this will be a criteria needing regular investigation. Again, this is where the scared SEO Tech will bring up ranking for random terms, but be mindful that these terms will need serious scrutiny.  When adding additional terms to your watch list, ensure that they produce.  Search new keywords in "Google Trends" to see if they have any ranking.  This is especially true when you dig down to your local market. If you rank #1 for a term that gets 1 local search per month, then it might not be one worth nurturing. If your SEO Expert tells you that this is a needed term, you may want to look for a more qualified representative. Ultimately, there will be new tools to pick up at every turn along the path, so most importantly, remain teachable.   SEO and Search Traffic Strategy are fluid and will require updating methods to adapt to updated measures.
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