Category Archives: Uncategorized

Week 12- Ranking and Link Building & Google Analytics Overview

Ranking and Link Building

Google uses algorithms to decide which pages to display. The key to have your site be found on the internet is to understand what factors are considered. One of these factors is link building. Link building is when your website url is referenced on another website as a link. For instance, if someone reviewed some of your content on your site then provided a link to visit your site. It becomes especially relevant when the site is in the same category as yours, and has good keywords in it’s description, the link contains keywords, and your article contains good keywords. You can see why it is so important to take the time to research good keywords on the Keyword page on Google Adwords.

References:

Intro to Link Building
Advanced Link Building Strategies
Link Building Strategies: Check List
Google Webmaster Guidelines
SEOmoz.org Beginners Guide to SEO

https://support.google.com/webmasters/answer/156184?hl=en

Google Analytics

Google Analytics is a great tool to check in on the health of your website and see what you can improve. It has so many reports you can explore, but those reports are only useful if you change your website in response to deficits in your site. A good first step is to analyze which keywords and landing pages are not doing well and evaluate why that is. If you can see which landing pages are not doing as well, this can determine how you want to create future ads or if you want to shut down an ad that is not performing well.

References:

Getting Started with Google Analytics- Video
Find Your Way Around Analytics
11 Digital Crimes Against Humanity
How to Link Google AdWords and Analytics

Advertisements

Social Media for SEO

Social Media for SEO

Participating in social media is almost a requirement for advertising these days. This isn’t the old newspaper article. Social media engagement requires a friendlier approach. It is a real time conversation with customers that reminds people to stop in.

First you must determine which social media channels suits your business based on where your potential customers are: Facebook, Instagram, Linkedin, Pinterest, Twitter, YouTube? If you are present on a social media site that your customer’s are not, you are just wasting your energy.

Once you are present on the social media site, it’s time to get networking! Expand your network by spending a consistent amount of time daily ‘liking’, ‘friending’, or commenting on other’s posts.

Content is king on social media. Provide good content, and especially original content, and people will keep coming back for more.

As you are expanding your social network, make sure you are measuring it by going to google analytics and specifically tracking which social networks are sending you viewers.

Create both short and long term goals for your website outlining your Social Media Optimization plan.

Here was my plan for my B250 Class:

Restful Nook’s Social Media Plan

Description of Target Audiences:

20-30’s- Environmentally and money conscious. Looking for a lifestyle experience rather than

owning many material possessions.

50-60’s- Either: Looking for an alternative environmentally conscious lifestyle, looking for a

vacation home, or looking to add a studio or guest house to their existing house.

Where I Can Find my Audience:

In addition to other Tiny Home Sites, I will be able to find my target audience in places related to: yoga, gardening, homesteading, hiking, recycling, working with fibers, art communities, and those interested in natural products.

Daily Implementations:

Spending time daily to interact with the Tiny House community I am seeking to build is essential for growing my network of contacts. By investing 10-30 minutes a day reading other people’s content, liking, friending, commenting, or following posts will help build the interactions that will share the content that I create.

Content Creation:

Create unique content 1 time a week with sharing of useful content 1-2 other times a week. Content that is not just reshared is more rare than I realized. By creating my own unique content, I will be able to provide interest in a segment where people are looking to find new sources of ideas and information. By sharing other people’s content that does not get me sales directly, I can position myself as a trustworthy source to find out about all things about Tiny Houses.

Additional Social Media Outlets:

Along with sharing on social media, I need to add Twitter to Restful Nook’s social media presence as well as it’s own Pinterest account to share further the content I create and pass along. Though I have several good social media sharing icons, I need to ensure every post is incredibly easy to share via social media.

Long-Term Goals:

Restful Nook is set in a perfect spot to gain connections outside of the online world with Tiny Houses. My goal would be to attend the once a month meetups for the Tiny House community in Portland, Oregon to network. From these meetings I will meet people who I can create unique content with as well as learn more about the laws for vacation rentals with this type of property to get my Restful Nook vacation rental property actualized.

Tracking Changes:

To track the effectiveness of sharing my content on social media, I need to add Facebook and twitter to my Google Analytics tracking. From this, I will be able to better see which content readers find intriguing, and especially which content prompts users to purchase a book.

References:

Social Media SEO Success

16 Rules for Social Media Optimization Revisited

7 Steps for Successful Social Media Strategy

Measuring Social Media Traffic with Google Analytics  

Introduction to Social Networking

Explore and educate yourself on different social networking sites. After viewing the links, list 4 social media sites you can market your website on and choose one to list steps on how you can market your site on it.

My response from the class:

Pinterest:

Currently, I linked my business’ website to my own personal Pinterest account. I will instead create a Pinterest board for Restful Nook’s exclusive use. When I create unique content I will Pin my own blog posts and Pin several of the pictures so I can see which pictures are the most compelling. I will follow users who follow other Tiny House industry leaders. Those people who follow me back on Pinterest will be more likely to be interested in the content of my site since they are already exploring the Tiny House category.

Social Media Marketing

Wikipedia’s Summary on Social Media Marketing 

12 Awesome Social Media Tutorials

How Does Social Media Affect Search Marketing?

Omniture/Adobe webcast on Facebook and Twitter Marketing

How to Use Linkedin

Week 10- Landing Page Optimization and Website Optimizer & Basic SEO

Landing Page

Let’s roll our sleeves up and get working on that Landing Page!

The landing page is where a user ends up when they click on your ad or on your search engine result. What is displayed on that page is essential to get conversions– where you make your money. Your content must be relevant to the focus of your site, the navigation of your page must be easy to navigate and should aim to promote trustworthiness by giving good information before asking user’s to subscribe or purchase anything. This would be a good time to visit the Keywords tab on google to see what your landing page quality score is.

Are you unsure of which landing page experience would provide you with the best conversion results? Google offers experiments in which you can try a few different landing pages to see if it increases the statistics on your website.

Reflection: This week I adjusted my ads to land on different landing pages. Whereas I was directing all of my ads with the hope that a user would navigate to my ‘shop’ page, I am switching my ads to each land on a different page to see if it increases my conversions.

References:

Understanding Landing Page Experiences

Does your Landing Page Seal the Deal

Basic Strategies for Optimizing Websites and Landing Pages

Create Better Websites: Introducing Content Experiments

Content Experiments the Benefits

Requirements & Sign In

The Content Experiments Interface

Elements of an Experiment

Basic SEO

Search Engine Optimization is the process that a computer uses to “read your website to find your website. At least that is the hope that your have your site optimized to be found! Things that can improve a site’s SEO would be providing alt tags for images, having good H1  headers that relate to good keywords that you have researched on google analytics. Use those good keywords throughout your landing page so that those words can be attributed to your website.

Backlinks are also a way that you can alert google and other search engines to the validity of your websites. Backlinks are links via other websites or when people share your content from your site on their social media platforms. All of these things are tracked and linked together to show that your site is useful to many people, so search engines will then display your site more often.

References:

What is Search Engine Optimization/SEO

Perfecting Keyword Targeting & On-Page Optimization

Backlinks Checker Tool

Google SEO

Webmaster guidelines

Webmaster Tool Checklist

Week 9- ROI & Conversion Tracking and Optimizing Ad Performance

ROI- Return On Investment

(Revenue- Cost of Goods Sold)/ Cost of Goods Sold

Understanding return on investment is key to building a successful business to ensure you are headed towards profitability. This comes into play for Google AdWords because if one campaign is doing much better than another, it is important to put more of the budget towards the campaign that is successful. To measure your ROI well, you need to monitor you Conversions.

Conversions

Tracking conversions is attaching a piece of code to part of your website that you want to track how many visitors participate in. This could be a subscription, a purchase, or even just a page on your site. It can also help you know which keywords or ad were helpful to get that person to your site.

References:

Measuring your profits

Return on Investment

Measuring Sales and Conversions

Setting up Conversion Tracking

Tracking PayPal with Google Analytics and Google AdWords

AdWords Conversion Tracking and PayPal

Conversion Tracking Guide: Conversion Tracking Setup Guide

Counting a Conversion when a Link is Clicked

Will your E-Commerce Company Make It? How to Tell

Optimizing Ad Performance

Once you get your ads and tracking started, it is time to review them and make some changes. Look at which Keywords are struggling. Perhaps change it to a broad match or more specific of a keyword. Make sure that your keywords are relevent to your site and what you are offering so you are not paying for clicks that will not potentially profit you. Find duplicate keywords so that variations of the same keywords are not being used. Use negative keywords so if you are selling glasses for eyes, you aren’t getting people looking for drinking glasses, for example.

Next look at your Ads. Make each ad appeal to a specific part of your business. Pick your keywords well and ensure they relate to your business offerings. Using a heading that is 2-3 words long is much better than using a single word. Make the ad simple, but make it have a call-to-action so that it is enticing to click on. Constantly review and change your ad to see if it yields better results.

References:

Improve your Keywords

Improve your Ads

Week 8- Relevanace/ Quality Score and Installing Google Analytics

Relevance & Quality Score

This week was a tough one for me as working with Google Analytics seems to be part science, part jumping in and getting your hands dirty. There are plenty of videos throughout the internet that can tell me how to improve my relevance and quality score, but it seems as though experience is the best way to solidify it in my brain.

So what IS Relevance?

When a user searches Google for something, Google wants to show ads that are most likely fulfill the need that the user was looking for.

But how can you know how relevant your website is?

Through use of a Quality Score.

You find your Quality Score under the Keywords tab in your Google Adwords Account. Hovering over the speech box will give you the rating. It is a rating out of 10. 10 is the best and is updated constantly. The quality score determines how much you pay for your ad, the higher your position the less you have to pay for your ad.

Things that affect your quality score; relevance to the words people searched for, if people found your ad relevant to their search and then clicked on it, your landing page’s quality, and other factors.

References:

Check and Understand Quality Score

Expected Click Through Rate

Ad Relevance

Landing Page Experience 

Improve Your Ad Quality

Quality Score-Video

Troubleshooting the Google Landing Page

10 Ways to Improve Your Quality Score

Anatomy of an Auction

Installing Google Analytics

Google Analytics is a program that assesses a website’s statistics. Things that it can track how people find your site and what they do on your site. It can take a couple of days for it to be activiated on the website.

Important information that will be gathered are: how many people visited the site, how much time did they spend on the site, how they found the site, what part of the world were they from, did they purchase or so something else, and where they left the website and why.

If you have and AdWords account, you can sign up for Google Analytics through the Reporting and Tools tabs. Otherwise, it can be signed up through www.google.com/analytics.

You have to ad a tracking code to your website, I found the easiest way was to just copy the code and paste it into the page I wanted tracked. Make sure not to just track the homepage, but paste the code onto each page since you are interested on what a person does on all pages of your site.

A great way to use the Google Analytics tools is to watch what changes if I change something on my website. If I move the placement of a link on my site, will it result in people staying on my site longer? This kind of information is valuable to have.

References:

Getting Started with Analytics

Set up Web Tracking Code

How to Install Google Analytics on WordPress and Weebly-Video

How to Install Google Analytics on Wix

Analytics Academy

How to Create Analytics Goals

Week 7- Google and Google Ad Groups

Google Ads are similar to a newspaper classified that shows up on the side of the google search browser. The concept behind it is that your ad will only show up for relevant searches to your ad. There are a few lines with specific number of characters included in the ad.

Length limits

Max length
(most languages)
Max length
(double-width* languages)
Headline: 25 characters 12 characters
Display URL: 35 characters 17 characters
Description line 1: 35 characters 17 characters
Description line 2**: 35 characters 17 characters

With an ad looking like this:

Advertise with Google
adwords.google.com
Want jaw-dropping results?
Create your ad campaign today
Headline
Display URL
Description

Headline: The first thing to catch a prospective customer’s eye. Make sure to include keywords so you have a bigger chance of capturing a relevant search.

Display URL: The website of your business. (Not necessarily where the ad will put the customer if they click on your ad)

Description: 1-2 lines that should be used to draw in a customer. If there is an action item or phrase that would draw someone in, use it here. Sometimes the second line gets dropped by Google.

You can also direct the customer to whichever page on your site you would like to. To begin doing Google Ads it is best to come up with 3-4 different ads. Google will continue to push the ad that is doing the best. This way, you can experiment a bit with what works.

Weekly Reflection: I began this week doing a bit of freelance web development. It became apparent that perhaps not all small businesses would be good candidates for SEO where you pay Google for Ads or keywords bidding. This particular customer thought they wanted me to do that, but did not realize that part of SEO is paying google for keywords. Especially where she is a very small business and wants to keep it that way for several more years, networking seems to be a better investment of her time and money for her service related businesses. I will just fix her site up to be more SEO friendly, but leave it at that while I construct her new website.

Links:

Create a New Text Ad

What Makes Up a Text Ad?

Tips for Creating Successful Text Ads

Ads That Attract Customers: Video

AdWords Policies

12 Tips for Writing Effective Ads

Short Sentences Sell

Google AdWords Intensive

Dynamic Keywords Insertions

9 Tips for Google Ads

Why Has Google Suspended my Adwords Affiliate Campaign?

Google AdWords $75 Credit

Week 6- Adwords Campaigns and Keywords Basics

Entering the world of Adwords and Google Keywords seems like slipping into Alice In Wonderland’s rabbit hole. It is a whole new world in which the language and processes are all foreign. There are a few subjects I have studied in the past in which once people jump into them, they have a difficult time explaining the basics. The only way to learn it is to jump in. It is not something that can be conceptually understood in a brief passing. Lucky for me, this class pushes me in the deep water and demands that I swim!

Adwords Campaigns

First batter up was Adwords Campaigns. An Adwords Campaign is an advertisement set up with Google to show up on user’s screens when they search certain words on Google’s search engine. Considerations that must be taken are: which language is your ad to appear in? Which countries do you want to be able to view your ad? How much do you want to spend daily on your ad? Do you want to manually place your bids, or do you want Google to do it automatically up to a certain dollar amount you dictate? What devices do you want your ad to show on? You can also exclude certain searches lest you are having to pay for someone accidentally clicking on your ad who is looking for eye GLASSES when you are selling drinking GLASSES.

Reference Links:

Set up your account and start advertising

Video of how to set up your AdWords account

AdWords Help Center

AdWords Coupon Credit!

Don’t Break AdWord’s Rules

Keywords

Next we pressed ever forward through Keywords. Keywords are words you pay to attach to your website so that when that keyword is searched: BAM! Your website pops up, making it more likely that your site will be selected thus more likely to put your on your way to being wealthy beyond your wildest dreams. (Or hopefully just purchase something from  your website).

Keyword selections is… well… key to success. Too narrow of phrases and words will result in lost clicks. Too broad and you will be getting people to your website that have no interest in what you are selling. The best keywords are 2-3 words that are an accurate reflection on what you are doing on your website. Good campaigns contain at least 20 good keywords. Consider creating an Excel spreadsheet with columns for: Keyword, Group Theme, Match Type, Scrub, and any Comments as a way to keep track and brainstorm good keywords to be used.

Helpful Links:

How Keywords Work

How to Choose the Right Keywords- Video

How to Build the Best Keywords List

Add Negative Keywords to you Campaign