SEO – Making the most of Impressions data

Search Console offers a treasure trove of information when running an SEO campaign. In this blog, we’re exploring the role of ‘impressions’ and how they can help steer your keyword strategy.

Where to find the Impressions data

Within Google search console, log in then

  • click on Search Traffic
  • click on Search Analytics
  • check the box next to ‘clicks’ for ‘impressions’ (the other data available from the same line is CTR (Click Through Rate) and Position

By default, the clicks should already be graphed so after checking ‘impressions’, the timeline should have 2 lines. Ensure ‘Queries’ is selected in the box immediately below.

What are Impressions – Why should I look at them?

Impressions are a count of the number of times your site appeared in a search result. The site may or may not have been in direct view. On some devices, the site may have been presented lower on a search page and the viewer would have had to actively scroll down to see it. Whereas initial keyword research at the onset of an SEO campaign takes an educated ‘best guess’ at the keywords your site may want to focus on, the impressions will show which words and strings are flagging as relevant to your content. If they are the terms which are predictable then the site is matching its content to the relevant searches. If they are unexpected, then it may be that the site is missing the niche market being aimed for or perhaps you are missing an opportunity to tap into a new keyword which is not part of your current SEO strategy.

 

Check your Sample Size

Depending on the popularity of your site and the frequency of the keyword searches being entered that your site attracts clicks from, the sample size of data could be small or large. If the site being studied gets hundreds of clicks per day then the default date range of the last 28 days is enough to give a representative range of information. If the number of clicks and impressions is low then consider changing the default date range to extend the analysis. This will extend the sample size so that anomalies are evened out and valuable insights are less likely to be overlooked.

Changing the data sample timeline

  • Click on the drop down arrow next to ‘Last 28 days’
  • Click on Set Date Range
  • Either select ‘Last 90 days’ for approximately 3 months’ data or enter a custom date range (this works particularly well if you have a seasonal window where searches are not typical of the entire year)

Looking at the chart, there will probably be a correlation between impressions and clicks. The higher the number of impressions, the higher the number of clicks. In the chart below, the blue line is ‘clicks’ and the red line is ‘impressions’.

clicks vs impressions

To display the queries in order of popularity (ie the words or strings which were entered into a Google search in which this site made an impression), simply click on ‘impressions’ and ensure the arrow is pointing down. (Clicking it again so that the arrow is pointing up will list the queries in order from the least popular to the most)

What to look for

An increase in the number of impressions over time means that your site is ‘on the radar’ of more searchers which is a good thing. The first step to getting a click is to be presented on a search engine results page.

Look for popular queries or phrases which you are missing from your current campaign. Should you switch out some of your lower volume terms for some of the more popular ones? This is a trade-off as it may be a very competitive market. Is it better to rank #6 in a high volume term than #2 in a lower volume term? Only time and experimenting will show how the balance works in your niche market. If you make changes, do so deliberately and record them so that you can revert if a change does not produce the results you hoped for.

If you are looking for customized search engine optimization that is tailored to your small or medium sized business, contact us today for a fresh look at your SEO.

 

What is the purpose of your website?

Why do you have a website?

Nowadays it is so commonly taken for granted that everyone and everything has a website, it’s easy to forget the fundamentals of why you have one and what is its purpose.

The answer varies from business to business and the lessons we can learn by addressing this question can help us understand how much time and investment it is worth spending on the website and your online presence.

Broadly speaking there are several types  of sites and their goals differ.

Educational Websites

Sites which pass on information or knowledge. This could be directions, methodology, background information, instructions. The education can be provided without enticing visitors to take a deeper look at products or services offered. For these sites, it is more common for clients to seek out the site than for the site to promote them (hence lower investment).

Entertaining websites

The curse of every office manager – sites which you visit to play a ‘quick’ game or browse through some news items, check out the latest fashion trends or find out the showbiz gossip. The sheer volume of traffic makes it worthwhile for the game developers to keep finding new incarnations and for news sites to update throughout the day to keep drawing visitors in to their online world. These sites often rely on word of mouth to reach a greater audience and may be popular only until ‘the next big thing’ inevitably takes over (in the case of games).

Social Media

Hugely popular, these sites keep you in touch with your personal or professional circles of friends and colleagues. From private accounts which can be shared with a select few, to public marketing campaigns reaching millions, the influence and popularity of social media continues to increase. Social Media Marketing is a critical component of a modern business plan.

Business Websites

Business WebsiteThis broad swathe of sites are looking to promote and market their product or service to new clients as well as retain their existing client base. The website acts as a virtual storefront and a gateway to communicate 24/7. In some cases, the website is the only viable storefront. For instance, a small business on a low budget that doesn’t have a physical office. Likewise, if you’re a landscape gardener integrating waterfalls and rockery design, it’s hard to display in the middle of Colorado in the winter – your website offers the opportunity to not only showcase your offering without seasonal limitations – you can choose the very best images when the sky was a perfect blue to invite clients to imagine the same in their garden.

The site could initiate a connection between a client and the business or it could be a website where sales are processed directly.

Likewise, where customer service is of high importance (as it always should be), enabling your customers to contact you at least via email or through a form on the website makes up to some extent for only having a customer service agent or employee at the end of a ‘phone line 8 hours a day, 5 days a week.

These are the websites which are most likely to invest in SEO – search engine optimization and web site design as the site can generate business which translates into your profit . Customers expect

  • a credible business to have a website
  • consistent branding
  • ease of navigation
  • quick page load times
  • responsive design (being able to access the site from a mobile phone or tablet)
  • to find the information they need without too much digging around
  • clear information

Your site may also directly save you time and therefore money if you provide an interface for orders to be tracked, results to be checked, progress to be determined online, quotes to be started.

As a business, you are hoping to be found on a search engine results page and be given a chance to present your site when clicked on. It sounds easy, in practice there are usually competitors in every field and clients looking for professionalism and trust – it’s rarely only about price point.

If your website is not fulfilling the purpose you intend, let us help with a plan to get your online presence back on track, contact us today  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

 

 

 

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.

 

The Conversion Maturity Model & Optimizing Your Website

But have you ever stopped to think about how that process happens and how well your own company is doing today? That’s what the Conversion Maturity Model is all about — it defines that journey and shows how a company matures, acquires leads and becomes more profitable.

In a recent article for Website Magazine, author Tim Ash, explained the process of Conversion Rate Optimization in useful detail. He used the metaphor of how with humans develop, comparing it to how businesses mature, too. First, “infants must first learn to flop before they can crawl, crawl before they can walk, and walk before they can run. ”

You get the picture because here’s the catch, the same idea applies to Conversion Maturity Model. Your company’s optimization also will begin with a crawl, learn to walk, and eventually sprint. Expecting anything otherwise is unrealistic but that doesn’t mean you should get pessimistic or give it up if you’re still at the crawling stage. After all, we all need to start somewhere and there’s always room for growth no matter what stage your company is experiencing. With hard work, focus and dedication you can change all that and keep growing.

Here’s a look at the Conversion Maturity Model and a few of the characteristics associated with each stage.

Stage 1, Un-Optimized

  • There are no full-time formal positions devoted to CRO
  • Employees have no training of any kind in CRO
  • Sites are mostly static content
  • Web analytics does not cover all web properties & campaigns

Stage 2, Basic Optimization

  • Some full-time non-management positions are devoted to CRO within certain departments
  • A few additional employees have some informal training in CRO
  • Sites are mostly in commercial content management system
  • No qualitative or quantitative diagnostic tools are used company-wide

Stage 3, Intermediate Optimization

  • There is a formal CRO team with full-time positions and a manager within a specific department (not strategic)
  • CRO team members have periodic formal training in CRO and are given the opportunity to get additional informal training
  • Marketing focus is on profitable traffic acquisition and conversion
  • All websites are in commercial CMS

Stage 4, Advanced Optimization

  • There is a formal stand-alone CRO team with full-time positions and a manager which reports to the CMO (or higher) and sets strategic CRO priorities company-wide via a formal intake process
  • CRO team members have regular formal training in CRO
  • Marketing focus is on increasing profits over the lifetime of the customer
  • All websites are in commercial CMS and integrated with marketing automation and traffic acquisition

Ash also argues that awareness and practice is the key, such as learning to develop and executive your marketing and web strategies.

Want to find out more about where you and your business fit in the CRO spectrum? Contact us today for a FREE web assessment!