SEO Rankings – is #1 your only goal?

Rankings are a big part of every SEO effort and it is great to see numbers change and watch SERPs display your site nearer to the top.
It’s widely understood that viewers tend to click on sites near the top of the page but here we take a closer look at the fickle world of rankings from a few different angles.

It’s more than a number

Discerning customers use the web so regularly now to shop for products and services that it only takes a glance at a page and a quick skim of the text to decide where the next click is being taken.
This means that the top choice is maybe first to be skimmed through but maybe doesn’t win the next action. Think about when you search the web yourself, do you scan the page first before clicking? So what other factors could be overriding the top position?
  • you recognize a brand name you like in a lower position
  • the title or description of the top ranked page doesn’t resonate with you or your particular search
  • a title or description of a lower ranked page grabs your attention
  • a site looks unprofessional (perhaps the title or description are truncated)
  • the site is not mobile friendly and you’re currently searching from a mobile device
  • the title or description are ambiguous and another ad sums up the service you need better
  • the site looks annoying because some of the text is in ALL CAPS
  • the text is clearly out of date – perhaps it has an old date displayed or is promoting an event which has already taken place.

seo rankings blog

All this scanning is done very quickly. The key takeaway is that first impressions count. If your keywords are showing great rankings but that is not converting into clicks there are a few things to check immediately
  • Are those keywords (or strings) still right for your business (in other words, are they still relevant enough to invest time in further investigation)
  • How popular are those keywords
  • Is your ranking analysis accurate
If your keywords are no longer relevant then a keyword review is long overdue. It’s better to start off with a new list and let go of the old reports with their months of historical data.
If the keywords are not popular then ranking at number 1 may sound nice but is not going to generate much interest. The logical step is to look for a new string which you can focus on in the rankings which maybe has a bigger share of the searches.
Double check your rankings and look at which search engine they are being recorded from. (Ranking #1 on Yahoo and bing is a good start but are those engines the main funnel into your site?)
It is normal for rankings to fluctuate so also look for a trend. In the absence of an SEO toolkit to report on rankings, just key in the searches on your own device and see how your business is presented on the search engine results page.

 

The aim for a business is not to rank highly for a string of 10 or 20 keywords. The aim is to attract new potential clients to your site, so when rankings are looking good but traffic isn’t being won, it’s time to dig deeper and understand the data. A good SEO agency will take the time to understand your business to tailor a plan for you. There is no ‘one size fits all’ and ongoing evaluation of the effectiveness of the keywords and their rankings should be a part of the discussion. If you are ready to explore a new SEO strategy and pin down the keywords which will work for your business, contact us today.

 

Is It Time To Review Your SEO Keywords?

In the SEO world, there is always a lot of buzz around tools used to help identify keywords and key phrases. However the list was created, here we explore reasons why they should be revisited periodically to make the most of an effective SEO campaign.

seo keywords review

Popular can search strings change over time

New terms are being coined all the time. Month on month, the difference in your leading key phrases may only display a subtle shift. Over time this can compound so that your original ‘heavy hitters’ which attracted the most matches are no longer the terms you should be focusing on.
SEO Keywords Review

Seasonal Phrases

There are two angles to having a business with keywords that change over the seasons. The first is that unless you review the search strings across the year, there is a chance you could be losing the opportunity to optimize your SEO. The second is that if keyword research was done at one of the times when time sensitive searches skewed normal data, you could be honing in on a term which isn’t relevant year round. Chances are it is very clear within your business if you are affected by seasonally popular terms.
An example would be a nursery selling evergreen wreaths over the holiday season. Search strings related to the wreaths may have represented a high percentage of interest and consequently sales over the winter but could be virtually nonexistent in the spring. That’s an extreme example to illustrate the point but depending on your particular business, an SEO model where keywords are rotated may provide a better strategy.

Your business has developed

It could be that your business has morphed through the years to find the niche you are in now. Are the clients you want to connect with correlating you ‘now’ with the same goods or services that you served when your keyword research was done?

Regional differences

If you’ve expanded the area you serve or have relocated your business, different key phrases may be more popular than your original list.

Tools used to find keywords evolve

Sometimes looking at the same data through a different lens can bring new keywords into focus. This can result from trying a different analysis package or using the same package in its latest incarnation.

 

At the end of the day, even if a review of your keywords results in no change, that is still a positive step forward in covering all your SEO bases as you know you have done the due diligence. Shifts can be unpredictable and it could be that a competitor has cornered a market share that was once yours. Bounce rate analysis will show if site visitors found your content valuable. Where it is true that content is king, it has to be easily skimmed and instantly recognizable as your competitor’s site is just a click away. Trulium offers SEO, local SEO and PPC services to help identify and then capitalize on the keywords that are right for you – a tailored approach because each business is unique. Contact us today to start attracting new clients online.

Why Spend Money on Internet Marketing Campaigns?

The short answer is obvious … the hope is that the money invested will generate more revenue that your spend.

That’s the basic premise of any marketing campaign, yet there are specifics around internet marketing campaigns  that make it unique. Here we explore some of the pros and cons.

It’s 24/7

Even when you’re sleeping, your advertising could be attracting a new potential client. The Internet never sleeps and nor do its marketing campaigns. Nowadays a customer needn’t shop when the local store is open, there are online opportunities to browse and with many retail sites offering free (or deeply discounted) shipping rates, it’s just as easy to purchase from another state or another country as from a store around the corner. Often you may have a delivery and you never need to know how many miles it traveled to reach you. The flip side of this argument is that if you are trying to buy local or buy domestic products  then you may have to do extra research online to verify you are not getting imported goods or products that have been shipped cross country.

 

Your competitors are already using it

internet marketing campaigns

Some form of internet marketing is now almost taken for granted. If your ‘online voice’ isn’t at least shouting out to be heard, then your competitors will be reaching a client base you are passing by.

It Works

 

Every now and then a new ‘fad’ comes along and for better or worse, companies big and small like to jump on the bandwagon. The principle is that ‘it is better to try and fail than to miss out on the next Big Thing’.  Well, Internet Marketing campaigns are far from new and the reason that companies stick with them and relaunch new campaigns periodically is because they work! As more and more shopping and browsing is done online, it is likely to increase in importance as the super cyber-savvy younger generations become the big spenders.

 

Keep It Current

 

Your price point has changed or you lose a connection with a critical supplier, there are many things that are beyond your control as well as evolutionary changes that affect your business. Being able to update your online pricing or product lists instantaneously gives you the power to plan ahead and implement change on your schedule. Compare the flexibility of being able to change your marketing with a few keystrokes to printing out hundreds of brochures / flyers / leaflets / postcards / business cards / coupons that then commit you to honor the offer. A potential disaster if there was no expiry date on the promotional material, and now your costs have escalated!

The downside of being in total control and changing things with a few keystrokes? If you make a mistake,  it may be seen by a customer before you notice the error. Omit a zero off your price and customers will still expect it to be honored.

There are lots of choices

 

Clearly what works for one business may not necessarily work for another. There are lots of choices around how an Internet Marketing Campaign would suit you. It’s important to research your options, weigh the relative strengths and weaknesses including cost and then make an informed choice. A good place to start may be to check out what your competitors are doing and see if their approach appeals to you, could you imagine how you would make your presence unique and appealing?

Internet Marketing Campaigns

If you’re ready to start and want some professional guidance from a company that specializes in internet marketing campaigns like this, call us today at info@trulium.com

SEO benefits of long tail keywords

Long Tail Keywords – one key to SEO success

If you’re unfamiliar with the world of SEO (search engine optimization) then even the title of this blog may sound strange – bizarre even. So let’s take a closer look into what long tail keywords are (and aren’t) before we decide if they are valuable in your SEO strategy.

What are long tail keywords?

These are search strings which your potential clients may be keying into a search engine where you want your company to be in the running for their business. They tend to be several words (three generally at a minimum) and are less generic than their one or two worded counterparts – often referred to as ‘short tail keywords’. The best way to demonstrate is with examples.

These are examples of short tail keywords

  • necklaces
  • soup
  • gutter
  • weed killer

They are made up of one or two words (typically) and will be very popular search terms across all search engines as they could be a good starting point for consumers to start researching a purchase or service.

As the consumers search around, they may hone in on something more specific. Perhaps the necklace they want is silver, perhaps the weed killer has to target their particular problem which happens to be dandelions, perhaps they are not looking to buy a new gutter but instead want to clean out a blocked gutter.

Long tail keywords could then be the search strings they switch to using. Here are some examples following on from the list above

  • silver unicorn necklace online
  • Italian minestrone soup recipe
  • Tools to help clean a blocked gutter
  • Pet friendly Dandelion weed killer

SEO Analysis

Using online tools, it’s possible to analyze these terms further to demonstrate the difference between the traffic volumes with these search strings. Let’s use the ‘soup’ as our example here.

In one month, the term ‘soup’ is searched for 30.3k-70.8k times (that’s a lot of searches!). That could be made of of recipes, reviews, grocery promotion, diets, definitions, cookbooks, tutorials, menus, the history of soup, most popular soup, gourmet soup, budget soup … you get the picture, the list goes on and on precisely because the search term is so generic and broad.

SEO Denver

In the same month, the term “Italian minestrone soup recipe” was searched between 501-850 times – significantly less – but if you are trying to attract a following and have an awesome Italian minestrone soup recipe, the people who did key in that search string (because that is precisely what they wanted) will have a better chance of finding  you.

SEO Denver

Changing your strategy

If you leverage your SEO to look at some of these long tail keywords, not only will you have a better chance of ranking in the SERP (search engine results page) – which means even if you have a small business you could still rank highly, the people who do click on your link are more likely to be looking for content like yours as the wheat has been sorted from the chaff (the field of search has been narrowed and unrelated results are filtered out). This should translate to

  • a lower bounce rate – that means your visitors are more likely to like what they see when they do click and further explore your site
  • a greater chance of achieving your marketing goal whether that is building a following or selling a product / service

Both of those outcomes are advantageous to your business and you’ve managed to reach your ideal online contact.

SEO Denver

Ultimately, the key to success lies in finding the right mix of keywords for your business. It might not be a quick process, but it could be well worth investigating. You are the expert in your business, if you want to switch up your SEO with some long tail keywords, let us help you with a plan. Contact us today  info@trulium.com

 

 

 

15 SEO Acronyms explained

When you enter the world of Search Engine Optimization (SEO), there are many terms which get reduced to acronyms so commonly that it can be rare to hear the full version. This can make for awkward or plain confusing conversations where meanings can be ambiguous or totally misunderstood. Fear not! Here is our guide to 15 common acronyms which will help cut through the jargon and level the playing field when you are talking about your website, your rankings and the wonderful world of SEO TLAs (three letter acronyms!).

 

  1. SEO – Search Engine Optimization – the art of maximizing a website’s chances to rank high in searches
  2. SEO Acronyms SERP – Search engine results page – when you have entered a search string, the SERP is presented back to your screen. As a general rule, the higher up the page your listing appears, the more chance you have of being noticed and clicked on
  3. ROI – Return on Investment – The amount of money or another benefit that you expect to receive after investing
  4. PPC – Pay per click. You’ve probably noticed ads appearing at the top of search engine results pages, you can pay to promote your site to gain higher visibility and will be charged per click. You can limit your financial exposure by setting a budget.
  5. CPC – Cost Per Click –  when you are using a Pay per Click campaign, the cost per click indicates the cost to you when the ad is selected
  6. URL – Uniform Resource LocationThe unique address of a web page eg http://www.trulium.com
  7. HTML – HyperText Markup Languagethe language used to code how a website should look and how to format it. eg  bold  text can be coded as <strong>bold</strong>
  8.  CSS – Cascading Style Sheets Sets of code which allow the developer to choose a ‘look and feel’ for a site. eg. All headings within a page should be a certain font, specific size and a fixed color.
  9. CMS – Content Management System – A software application that allows management of digital data, most commonly on the web. The interface facilitates many actions – Upload, create, edit, delete, link, display ….. The most popular example of a CMS currently is WordPress.
  10. WYSIWYG – literally – What You See Is What You Get, so if you see text underlined, it will print underlined, if you see italics, it will print italics.
  11. SEM – Search Engine Marketing – online marketing to promote websites to improve their rank in searches, usually through paid advertising campaigns
  12. CTR – Click Through Rate – This statistic is measured as a percentage and shows the number of clicks which resulted from the site being presented on a results page. This can be misleadingly optimistic is the sample size is very small so a CTR of 50% sounds great but could mean 1 person clicked because the site was only found twice.
  13. SEO Acronyms SMM  – Social media marketing – marketing your products or services through other platforms like facebook, pinterest, instagram, google plus.
  14. KPIs – Key Performance Indicators – statistics which can measure performance of a business and then can be leveraged as a marketing tool eg. 78% of all calls to the helpdesk are answered within 3 minutes.
  15. UGC – User Generated Content – often the most valuable data on your site, this material (pictures, testimonials, feedback) is contributed by users of your product or service and can help potential clients relate to your brand more directly.

You are the expert in your business, if you want to put some TLC into your SEO, let us help you with a plan. Contact us today  info@trulium.com

DIY website pitfalls

There are so many websites that it must be easy, right? If you’re looking to create your own website and take the DIY approach, there are some considerations to weigh. A website redesign can be just as big a project as a website design from scratch.

  • Time – creating your own website may be more time consuming than you thought. If you have prepped your content and know what you want your site to say, you’re off to a great start. It is rarely as easy as plugging in text though, plan on a steep learning curve and some frustration if you are looking to ‘go live’ within days.
  • Being found – Search Engine Optimization is a skill which takes time, experience, experimentation and analysis, it is also a moving target where what works today might not work next month. When building your website, SEO should be integral to your website design and forefront in your mind, not so that it drives the content of your site, but so that it reinforces the message you are sending out. If you want to be found with particular search strings, it’s not as easy as mentioning those key phrases in as many creative ways as you can think of.
  • Doing what appeals to you (and only you) – maybe you like a vibrant pink background, flashing lights or a soundtrack from the 1980’s. You have to forget about what you like to appeal to a general audience and there are serious studies on which colors are turn-offs and what palettes are more aesthetically pleasing. Being unique is not always good – it can scare people away and look unprofessional.
  • Cheap templates can look … cheap – if budget is your biggest consideration then a cheap template may serve its purpose, although it might take significant customization to make you stand out. If you are unable to customize it yourself, you’ll still need help.
  • It can’t do any harm to try – the only thing worse than not having any website is to have a terrible website. It can harm your brand and potentially not only draw in no new business, it can tarnish your reputation with partners.
  • Who can help down the line? You’re up and running, everything is great and then one day a client calls to say they can no longer see your site or the links don’t work …. do you have someone on hand who knows the history, took the backups (or coached you) who can help once you come to rely on your website.
  • website designBe responsive! – if your site is not friendly for clicks from a tablet or mobile phone, you’re not engaging so many potential clients. It’s not just the future, it’s the now.
  • You need to balance what you present with how long the screen will take to load. If it takes a few seconds to load big images and lots of links,  your audience may give up on waiting. There are tricks of the trade and there are compromises to be made, it takes experience to know where trade-offs are inevitable.

 

We are Website Design Experts

You are the expert in your business, if you don’t have the time or the inclination to become an expert in website design, let us help you with a plan. Contact us today  info@trulium.com

 

What is your website missing?

Having a website is a great start but maximizing its potential takes your marketing power to a new level. Remember that it doesn’t matter how perfect the site looks to you, it has to appeal to the readers you are looking to attract. Here we look at some of the common omissions, most of which are super easy to fix.

denver web designCall to Action – you’re reaching your target audience and they like what they see. What is going to make them pick up that phone or click to inquire? A CTA (call to action) encourages immediate contact and initiates that first conversation.  It could be “Sign up for free” or “Start here” or pretty much any short punchy line that makes that mouse click in before they search for another website. If you have a call to action, it should be eye catching and easily visible (near the top of the page or near your best images)

Contact info – it needs to be clear and easy to find. Nobody is going to click all around your site, it’s just too easy to look for someone else who makes it simple.

Testimonials – let your happy customers lead the charge in winning new business. It adds credibility and potential clients can easily relate.

“About Us” – it helps to add a human perspective to the interaction. It’s easier to pick up the phone if you know something about who may answer and why they are the team for you.

denver web designSocial media integration – put the links to all your social media platforms prominently on your site. Increasingly customers ‘follow’ vendors to validate their decision making before choosing a provider.

Appropriate terms – when you become an expert in your field it’s easy to slip into technical jargon and three letter acronyms galore. If your customer base are not experts, they are likely searching for a different set of keywords. Put yourself in the shoes of the person you want to meet and focus on the language they are familiar with.

A gallery to inspire – showcase your product or service with images to stun. You want a ” I must have that now” reaction.

Clear navigation – the simpler the better so that in a few clicks, your visitors know all they need.

A blog – delve deeper into topics and encourage interaction (feel free to leave a comment at the end!)

Analytics – there are tools to help you understand who visits your site, how long they stay looking around, which pages they land on, how they found you … metrics you never even knew existed. The point is  you can learn from the data and tweak your site accordingly.

SEO and local SEO – search engine optimization will get your page ranked higher to give you a better chance of being noticed – that’s the first step to winning new business.

Current data – if your website looks up to date and well maintained, you instill trust in your professionalism.

Branding – Your website should be consistent with your other advertising. Use your logo, your colors, your tagline so that you are memorable.

Responsive design – if you can’t be seen on tablets and mobile phones you are losing traffic, gone are the days when everyone searched online on a desktop.

If you’re looking for help with your website, why not contact us today  info@trulium.com

Does my small business need a website?

If you’re the owner of a small business wondering whether or not to take the plunge and launch a website, it can seem a daunting task. Is it worth the hassle? Will it be cost effective? Here are ten reasons why your business needs a website.

  1. Customers expect a credible business to have a web presence. If a potential client is comparing vendors, often that is done online and if they have heard great things about you but can’t find your website, you’re missing out on an opportunity to start a dialogue. A visit to the company website is commonplace before visiting the business even if only to get directions.
  1. 24/7/365 It’s unlikely your business is open all day, every day. Your website gives you the chance to reach new customers even when your doors are closed. If you’re in a business where you’re attracting tourists, they may be in a different time zone when they’re scouting hotels or restaurants, meaning even if they can’t speak to you on the phone, they can email or inquire easily.
  1. It is clear this is the way forward. There will never be a day when this becomes bad for business – new platforms may crop up in social media and there will be advances in design, but it is clear the norm is to have a website. If you haven’t got one already, it’s not too late.
  1. It reinforces your brand. Take your content and use your logo, your name, your marketing to present it in a ‘digital shop front’. When searching the web, even seeing your name in a list sparks recognition and builds a link from the thought process to clicking in and finding out more.
  1. It needn’t be forty pages. A concise, professional site is better than an extensive, poorly designed site. It’s the quality of the content which will rank you in the searches and keep people coming back.
  1. You can leverage testimonials. Referrals are vital to build your client base. Presenting reviews from real people is a great way to earn trust. Readers will effectively be introduced to you through the eyes of someone like them – a client.
  1. Re-invent your business now. Maybe you’ve been established for a few years, your services or products have changed over time, your focus has shifted slightly to better suit the times or changes in your field. Creating a website helps you drop the legacy of discontinued products and encourages you to revisit who you are today.
  1. Your website becomes a great ‘home base’ for exploring your other promotional material – with links to social media like facebook, your website can not only be used to display the ‘link’ buttons but you can display the feed so that once you routinely post 1 day sales or offers to facebook, they will automatically be displayed on your website giving you extra reach with minimal effort.
  1. With ease of shipping and competitive costs, a small business doesn’t need to think locally. Even if you rely on people being in the immediate vicinity like a coffee shop, are they likely to look for you before they arrive? If you sell a great product can it only be used nearby or would someone be prepared to purchase from you and pay extra for shipping? The website gives you reach.
  1. Save money on traditional advertising. It’s expensive to design and print colorful brochures, videos or handouts. Flimsy black and white tri-fold leaflets are unlikely to impress. A website gives you freedom to market your wares in vibrant color, with a soundtrack or video links if you wish. It can also be updated and maintained to stay evergreen (unlike the brochures you printed before the prices changed or you noticed the typo on page 7).

website development from Trulium

 

 

 

 

If you want to find out more, contact us today  info@trulium.com

Is WordPress good for SEO?

WordPress is a hot topic and the most popular CMS (content management system) out there. To say it is good for SEO can be a little misleading, in truth it offers the capability for fantastic SEO but it takes skill to find not only a workable solution for your business, but the right one. Easy to use and free to install, WordPress offers literally thousands of plug-ins to help you customize your site with endless possibilities. Its growing popularity drives new updates and assures a reliable platform. Setting up the site initially may seem daunting, but in fact that is only the start of the challenge. SEO is a moving target, where the rules of the game constantly change. Every time your site is updated with a new plugin or new content, your rankings could change, the site loading speed could increase – or worse! It’s therefore critical to conduct regular SEO audits to make sure you’re where you want to be.

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What sets WordPress apart?

WordPress has several SEO plugin options to take much of the legwork out of basic SEO. Choosing which one is right for you depends on the compatibility with your existing site, the level of support you need (initially and down the line) and any future development you have in mind.

WordPress generates a friendly, intuitive URL structure by handling the creation of each URL via its permalink feature. That means by cleverly and inventively titling your pages, you’ll end up with the perfect URL with the keywords you’re trying to highlight. Keywords in the URL are a ranking factor so thinking ahead rewards you with higher ranking on searches for your keywords as well as easy to remember URLs (instead of some kind of ?pageid=1234)

Originally developed as a blogging platform, new content published through WordPress can also be quickly created and easily published. Once you find a format and naming standard that works for you, building the site follows organically. With millions of WordPress sites around, search engines easily crawl them and are able to index and rank the content.

With a massive community using and contributing to the gallery of plugins and WordPress tools, chances are that if you have a niche, someone has already been working on whatever solution you are looking for – it’s a matter of honing in and finding the best fit for you. Look to popular plugins first as they have been tested widely and are popular for a reason!

Trulium blog ranking image

Is WordPress right for you? Well, more and more people are switching to WordPress daily and it has great momentum, with no sign of slowing down.

When your business isn’t SEO there are literally millions of options and it can be overwhelming when your competitors seem to be able to achieve a higher visibility no matter what you try. The good news is that professionals who do understand SEO make it their business to keep up to date with the latest releases and industry best practice. At Trulium, we learn who you are, what you do and about your services and products – then we can tailor a solution to you. A generic ‘one size fits all’ solution may technically give you a presence but to be unique and reach the clients you want to, you need more than a good product to sell – you need a site with great content that has the SEO behind it to get you noticed.

Contact us today  info@trulium.com to start improving your SEO and attracting new clients.

 

Why Local SEO is Critical

Let’s talk local SEO services…

Local seo (and local seo in general) is changing. Of course, as we’ve mentioned before, anything to do with Google, SEO, and best search engine marketing practices in general are constantly on the move. It’s a confusing aspect of running a small business (and even a large business at this point), especially when it comes to allocating the proper effort to the proper techniques. Local SEO with a whole lot of effort behind it is essential any way you cut it. Without it, your business is essentially invisible to the many eyes and ears that are seeking services in Denver. So it’s best to keep up with changes Local-SEO-Nov-largeand adjustments if you want to see true success.

The truth is, search engine marketing can make or break a small business on the rise. It can either bring you valuable customers or give the other guys a monopoly on the clients for your field. Proper local SEO does three major things for your business. It:

Keeps You in View

There’s a lot of local competition! Google recently made algorithm changes that lists only the top three local businesses in search results. What used to be a page worth of opportunity has now been narrowed down to the very best – it’s like gold, silver, and bronze medals. Getting into the top three is a hard journey but optimizing local SEO is a major step in the right direction.

Keeps Your Customers Informed

The very basics of local SEO spell out who you are, what you do, your address and your hours of operation. People can easily look into those basics with a quick search, giving you more time to focus on the bigger fry and less on those calls about minute details. If someone wants to find out where we are and what we do in Denver, for instance, they’d only have to put in our name and have these details pop up. Local SEO provides not only improved search engine marketing, it makes things easier on your small business.

Gets You New Clients

New clients are what it’s all about, right? There are a lot of eager shoppers and a lot of those shoppers and prospects need what you have. Proper local SEO narrows down the pool, giving you access to just those who are looking for you. With professionally optimized search engine marketing, you put yourself right in their view. The top three is definitely the place to be!

Local SEO also helps out your global SEO, believe it or not. The abundance of information provides you with more backlinks, with more site clicks, and with more specification – all things that Google loves and adores. Having these things work off of each other saves you a good bit of energy!

Neglecting your local SEO can prove detrimental to your site traffic, your prospecting, and even the health of your small business overall.

Be sure to stay on top of local SEO news and, when in doubt, pass the torch to a professional seo company, like Trulium, Inc.,  who can keep your business afloat.