How Do We Find the Right Keywords for Our Clients?

If you are reading this blog post, you probably already understand the concept and importance of keywords and the research that goes into finding the right keywords to bring customers to your site. Choosing the correct keyword phrases (not just keywords) can mean the difference between your site being a success or failing quickly. The choices you make when choosing your keyword phrases should take the following into account: what your customers are looking for (be careful not to simply choose industry terms your customers may not know) which pages you want them to find (inserting keywords on important pages, not just the home page) what is the competitive nature of the keywords you are choosing (no point in trying to rank for keyword phrases that are out of your reach) ROI is king at Big Oak so we want to choose keywords that bring in the best return on your investment. This means that we don’t always target the most popular keyword phrases; we target the keyword phrases that will bring the most traffic that converts to sales. Longer phrases can be much easier to rank for and usually bring in a more focused buyer, not someone merely kicking the tires. How do we find the keywords? What tools do we use for keyword research? At Big Oak we use a variety of tools for choosing the best keyword phrases for our clients: Google AdWords Keyword Planner The defacto keyword research tool for us and probably all SEO companies. We use it for both SEO keyword research and AdWords (PPC) research. If you take a look you will...

Increase Conversions: Discover Your Customer’s Buying Process

I attended the Persuasive Online Copywriting Seminar at Future Now’s offices in Brooklyn, NY. They are a great bunch of folks who work from the customer’s point of view to adjust the messaging and sales process on a website to increase the site’s conversion rate. I learned a great deal during my two days with the Future Now team and will be integrating this knowledge into Big Oak’s site optimization process. One of the many light-bulb moments I had during the seminar came when I was presented with this idea: Many online businesses fail to consider their customer’s buying process and instead force their customers to adapt to the company’s selling process. Talk about a powerful and true criticism. The sales process or the item being sold doesn’t have to be complicated for a company to follow this flawed mentality. A simple purchase online can be an arduous task if the seller has put roadblocks in the way of the buyer ultimately making the purchase. How many times have you hunted around on a website looking for shipping policies or specific product information? When this happens, more often that not, the company is including the information they think is important, in a way that makes sense to them, without asking what the customer needs or where they would intuitively look for it. When I was shopping for my LCD HDTV, I was very concerned about each model’s height and width because I have an entertainment cabinet that the TV was going to have to fit in. A few inches here or there for the set’s speakers or stand made...

7 Steps to Making a Great Landing Page for PPC

Landing pages are heavily used to attract customers to where you want them on your website: the sales payment page being the ultimate objective for most ebusinesses.  Like everything else in life, there are right ways to go about creating a landing page and a million wrong ways.  Creating a good landing page is vital because this is what many first time users are going to see of your web presence, and you cannot afford for it to be the last they see of you! Here is our simple, 7 –step program to creating a landing page which works: Step One: Identify the USP Every business and product will have a USP – Unique Selling Point.  Your USP may be you are the cheapest company in your zip code for your product or service, provide the tastiest food, the coldest beer, the fastest, the cleanest, the loudest, the closest, the “whatever” you do which sets you apart from the rest of the competition. A USP will usually be combined in your primary headline, but it may be relegated to a secondary headline where you already have a short and sweet headline.  A good example is this one from Amazon: “Earth’s Biggest Bookstore” Step Two: Briefly Outline Benefits Your USP headline attracts attention, but now you have to satisfy the customer’s initial curiosity.  You should have ONE paragraph, using BULLET POINTS to answer this question from your customer, “Why do I care this product or service?” You are outlining benefits here – what will this product do for your customer.  For example: We are the cheapest which means you save...

Google Analytics Gets an Update with Motion Charts & More

Google already had the most user-friendly analytics program (you are using it, right?), and now they have added even more features to this wonderful and free tool. Yes, Google Analytics is free and it is invaluable in helping you understand your website’s traffic. You can find more videos showing off these new features, but I have included my favorite below which shows off the new motion charts in Google...

Is shoving keywords into your domain name really worth it?

What are the costs and benefits of having keyword-rich domain names? Does having the keywords you wish to rank for in the domain name really give you an advantage over your competition?All things being equal, yes. But before you throw down $7.95 on www.hotel-rates-in-bangladesh.com, consider what your goals are with the domain. High rankings are great; “brandibility” is better which will translate to better rankings eventually and more likely will have a longer lasting results. A catchy domain name will increase brand awareness and is worth more than a domain name picked solely for SEO, especially if it’s difficult to remember and loaded with hyphens and...

Internal Search Lifts Conversions

Finding your site in the search engines isn’t enough, we all know this. But once they get to your site, the real work begins. If a potential customer can’t find the product they will move on to easier pastures. Adding a search box or alphbetized links to products can help guide your customers to the right product. In a study provided by Marketing Sherpas 46% of product marketers say tweaking internal site search is “very effective,” second only to shopping cart design as the most valuable site test. See how a discount fragrance retailer increased conversion rates with an A-Z search tool that gets seven times more traffic than their regular search box. With the new feature working in tandem with the basic search tool, conversions are up...