SEO: 4 Roles Every Business Owner Should Play | Web Marketing Today

SEO: 4 Roles Every Business Owner Should Play

As search engines get better at understanding human behavior, winning their attention has become less about tricks and schemes, and more about delivering solid user experiences.

As a result, the business-owner-as-SEO (search engine optimizer) should get comfortable playing four different roles: webmaster, journalist, social media manager, and conversion analyst. In this article, I explain what each role entails and the reasons why you should fill them.


Getting your website set up according to search engine best practices has the greatest potential for search impact and should be the cornerstone of any search engine optimization strategy.

This involves four aspects:

  • Metadata. Optimizing title, description, heading, and image tags;
  • Mobile-friendliness. Ensuring that key site pages conform to mobile usability standards;
  • Site speed. Keeping up with factors like javascript code and server health, which influence the amount of time it takes pages to load;
  • Keyword density. Placing keywords in meta tags, content, and URLs in a natural manner.

These are only a few key on-page optimization factors to consider. Being able to address these issues quickly is an essential webmaster skill. Fortunately, all of these elements are easily manageable through most website content management systems commonly used by small business owners.


SEOs must source and publish compelling, search-friendly content that motivates users to take action.

Content marketing can accomplish a great deal for your small business in terms of helping you rank better in search engines, and there’s no one better to create it than you, the business owner.

Whether you, someone you employ, or a freelance writer is the one doing the writing, it is critical that you include regular web content updates in your digital marketing plan.

So, if we are writing web content to further marketing objectives, why the comparison to journalism? The answer lies in the type of writing that characterizes content marketing.

Many small businesses fail to realize that the point of content marketing is not to promote their business by writing about products and services over and over again. That type of content does not engage, solve a problem, or keep people coming back for more.

Instead, when business owners act as both an objective information source and reporter, their insights provide greater value to prospective customers. Make your blog posts, articles, and other content the solutions to your customers’ problems, and they will thank you with their business.

Read more at the link above~~

Digging into Your Data — News

Stats Wrangling I: Digging into Your Data

Chances are that if you’re running a public facing blog, you’re probably happiest when someone actually reads it. Preferably lots of someones. Your blog’s stats can give you some great ways to get to know a little bit more about your readers, and what it is about your work that most attracts them.

While the more liberal artsy types among us might shoo off the idea of obsessively stat trawling as something for the more scientifically inclined, there’s actually something for everyone lurking just beneath the surface, whether that’s inspiration or cold, hard logic. If you want people to read your blog, making use of your stats can give you an arsenal of information to help make that happen. In our Stats Wrangling series, we’ll be digging in to how to get to grips with your blog stats, one module at a time. But in today’s post, we’ll start with a whirlwind tour of the whole works.


The Fifty Mile View


The first thing you’ll want to do is to head to the Stats tab of, once you’ve logged in. That’s going to take you to the fifty mile view, the big picture, of what’s happening on your blog right now, in terms of the people visiting and reading it.

From up on high you can get a nice overview of what’s currently “trending”, or most of interest to the people visiting your blog. And that can give you some ideas in and of itself. But to get right down to business, you’ll want to dig into the different sections of your stats, and click through the “summary” sections, where a lot more information lurks.

Read more~

Google Analytics 102: How To Set Up Goals, Segments & Events in Google Analytics

Google Analytics 102: How To Set Up Goals, Segments & Events in Google Analytics

Some of you out there may find this Google Analytics feature overview to be mostly review. That’s awesome! That means you’re really taking ownership of your data. However, if you’ve never used any of these features, only experimented with them a little, or aren’t sure you’re using them correctly, you should read on.

From the time you set up your account and put your tracking code on your site, Google Analytics, starts to capture and display a lot of data.

But the one thing Google Analytics doesn’t know right out of the box is your business and the definition of a successful transaction or interaction on your website. By itself, the data doesn’t tell a story, or answer the detailed questions about your visitors without help from you.

Some of the questions basic GA data doesn’t answer by itself:

  • What are the activities that visitorsperform on your site that equal success for your business?
    • Which visitor actions earn you money?
    • Which actions drive additional visitors or repeat visits?
  • What visitor activity is signal and what activity is noise?
    • What are the specific circumstances that lead to success or failure?
    • What are the characteristics of a successful visitor?

Adding features like Demographics & Interests, and Ecommerce can help you see more about who your visitors are, the products you’re successfully selling, and how much revenue you’re earning.

But there are three features of Google Analytics that really help you answer these questions (and many others) in a nuanced and detailed way:

  • Segments
  • Goals
  • And Events

When used properly, they can add meaning to your data, and transform it from flat tables of numbers to a story of how visitors are interacting with your website.

Armed with these details, you can making more educated decisions about how to serve your audience.

Segments: Extract More Detailed Answers By Asking More Detailed Questions

Several years ago at An Event Apart conference I had the privilege of seeing Jared Spool speak about user experience, and one of the things that really stuck with me was the idea that in many cases, alphabetical order is the same as no order at all.

What? Really? “No order at all?”

Yes. It’s a common default way of ordering information, but what makes alphabetical order weak is that it may not take into account important context cues that make the data meaningful to the person viewing the list.

In the case of looking at numerical data, a similar principle can be applied: sometimes looking at all the data is just as good as looking at no data at all.

Or, as it was captured in a quote from this year’s MeasureFest:

Segmenting your data is one huge step forward in discovering who, out of your counted visitors, are really the visitors who count.

landing page report

You can look at your landing page report and see that your home page is the most popular landing page of your entire site. You can even see that it’s the highest converting page in terms of volume of conversions.

Looking at all the data in the default view, you could infer that your home page is the absolute most important page for getting conversions on your entire site.

You know, like this home page!

But you could guess that without ever looking at the numbers, because it’s fairly common for home pages to be the first step involved in the user experience. So you’re left with your #1 page for traffic and conversions as a basically meaningless “no shit” statistic.

So how do we make that data more meaningful?

Read more at the link above~~

Simple Tips To Set The Stage For Local SEO In 2015

Simple Tips To Set The Stage For Local SEO In 2015

After Google’s most recent local algorithm update, the rules have changed for local SEO.  Columnist Greg Gifford discusses how you can do well in local search in 2015.

Greg Gifford on November 10, 2014

Local SEO Tips for 2015

The year is almost over, and many businesses are starting to look forward to 2015 and discuss their marketing plans. Luckily, David Mihm, the local search guru at Moz, just released his annual Local Search Ranking Factors survey, which helps give us local marketers more insight into which ranking factors matter the most.

The survey shows a definite shift toward more traditional web ranking factors. Last year’s Local Search Ranking Factors survey had Google Places and Citations weighted heavily, but this year’s study shows that on-site signals and links are the most powerful factors.

This shift is consistent with Google’s recent local ranking algorithm update, Pigeon. Many Local SEOs claimed they weren’t hit by Pigeon – but it’s more likely that, because they took a more wholesome approach to local SEO, their sites simply had more authority to begin with.

The most important point we try to hammer home to potential clients is that you can’t fool the nerds at Google. Everything you do, both on and off your site, should be working toward the end goal of making your user experience awesome… not trying to fool Google into placing you higher on search results pages.

So, taking what we’ve been able to figure out about the Pigeon update and adding in the results from the 2014 Local Search Ranking Factors survey, here are two simple tips to help you set the stage for Local Search success in 2015:

Be Awesome
Earn Awesome Links

Yes, it’s really that simple… but at the same time, it’s really not that easy for local businesses. Take a look at your competitors in your vertical – nearly every website has the same or similar content, and most sites don’t have that many inbound links.

Read more at link above~

Why Use Web Analytics for Your Small Business? | Web Marketing Today


If you’re a one-person company, or have a team of just two or three people, it may seem that using web analytics to fuel your business is a time consuming distraction rather than a sound use of valuable hours.

However, if you have invested significant time and money in your website, and in online or offline advertising, you should track results to maximize your return on investment.

For certain, you need to be smart about how you go about using web analytics. Like anything else involving data, charts, and graphs, it can be very time consuming. Cutting the wheat from the chaff is an important concept here, and creating the right reports to look at weekly is critical.

The questions you might be asking are “Why is this important?” and “How is this a better use of my time than another marketing activity?”

Read more at link above~~

Google Analytics: Using Timeframe Comparisons

Merely looking at graphs and numbers in Google Analytics for today, this week, or this month won’t tell an entire story. It will simply give you a glimpse of your current performance.

To really analyze in depth, add context. One of the simplest ways to do this is by comparing two similar periods of time. By comparing and contrasting, you are trend spotting, and that is the real detective work.

Selecting two timeframes for comparison in Google Analytics.

This Week vs. Last Week

This is one of the most important comparisons to make when you are actively making content or layout changes on your website. It’s a small enough sample size that you can visualize a minor move, up or down, in conversion rates and traffic patterns.

It also allows for you to get a very precise comparison if your business is affected by days of the week, such as a B-to-B organization that is closed on the weekends. If we select this Sunday through Saturday, and compare it to last Sunday through Saturday, you will account for all the typical variations in our web traffic. For short term changes, look for the following.

  • Did advertising impact your traffic, sales, and leads this week?
  • Was there a positive impact from a particular tweet, pin, or Facebook post?
  • Is a new Google AdWords campaign improving traffic and conversions?

Events: Before and After

There are actions you take that can affect not only how much web traffic you receive, but the value of that traffic, and the content that the traffic consumes.

These could be local festivals near your physical store, or trade show attending by your sales and marketing teams.

For example, let’s assume your team went to a trade show to promote a new product. A meaningful timeframe comparison is the day of the trade show and after, compared to the same number of days before the trade show. Specifically, if the trade show was May 1, and today is May 13, we’d compare those 13 days to the thirteen days before.

Here are some things to look for.

  • Rise in organic search traffic to the product specific page describing your new offering.
  • Rise in direct traffic to your home page.
  • Rise in inquires sent through your website, or phone calls received. For phone calls, look offline unless you are using Google AdWords call tracking or some other system that measures web based calls.

These would all be good indicators that your product was well received, and that your sales and marketing teams did an effective job promoting it at the trade show.

In the case of a local business, it’s sometimes more meaningful to look at overall traffic volume compared to specific conversions and inquiries. However, a few things that might indicate greater name recognition because of walk by traffic at, say, a festival.

  • An increase in direct traffic and organic search traffic on your home page.
  • An increase in traffic from Yelp or other local web directory and review services.


Monthly Data this Year vs. Last

This is another effective comparison. Holidays, weekends, and annual events that take place at roughly the same time each year are all included in the analysis.

This comparison looks at the overall growth of monthly web traffic versus last year. This is a high level review of the results of your web marketing efforts, looking at the following items.

  • Has organic search traffic increased? This would be due to search engine optimization efforts, branding efforts, as well as picking the right products and services to offer.
  • Is social media helping? This is a complex question, but you should be able to see traffic growth year over year if you are engaging you audience on Twitter, Pinterest, Instagram and Facebook.
  • Are paid advertising campaigns helping? Since you should always be testing ads and keywords in Google AdWords and Bing Ads, you should see higher conversion rates for longer running campaigns.
  • Have sales and leads increased? This is the most important measurement.


 Analysis versus Looking at Numbers

If you looking at one time period, you’re only looking at numbers. When you compare time periods, you are beginning to do real web analytics.

By adding historical context to measurements, you are fostering discussion with your internal team and contractors, or you are beginning an internal dialogue that can lead to better insights.

10 Do-it-yourself SEO Tips to Save Money

November 12, 2013 •

My first car was a battered 12-year-old Volkswagen Passat. It broke down countless times and each repair was expensive for the poor student that I was. In a bid to reduce the escalating repair bills, I started to learn how cars worked by reading, researching, and asking others to teach me a thing or two. After a few months, I knew about carburetors, fuse boxes, alternators, and even how to replace a car’s kick-starter. It saved me a fortune. I then only used mechanics for major engine issues beyond my basic scope.

As a small or mid-sized business, hiring a quality search-engine-optimization consultant or agency can be expensive and a painstakingly tricky terrain to navigate. Guiding and effectively managing SEO consultants is equally challenging. What questions do you ask them? What tactics are working? How were results achieved?

Here are 10 do-it-yourself SEO tips that business owners or marketing managers can try before hiring an SEO agency or consultant.

1. Understand your Online Market and Target Customers

Having an offline, real-world understanding of your market and target customers is only half the story. Habits and behavior often differ online in comparison to the offline world. A prominent offline presence does not equate to a dominant online presence. A leading national store that stocks and sells curtains and blinds, for instance, might have much tougher competition from online-only curtain and blind retailers.

Search online for products and services you offer and take note of the most prominent websites. Study their customer reviews and benchmark their social media presence and activity. You will likely find businesses you have not come across.

2. Master Keyword Research

You probably understand your industry jargon and are aware that your customers might use different terms than your trade colleagues to refer to your services or goods. The process of keyword research provides a rounded understanding of key phrases, search terms, and also online demand for products or services.

All business owners and managers intending to market online should know how to run keyword research.

I suggest free keyword research tools like Google’s Keyword Planner, which requires that you have an AdWords account, and Übersuggest, a Google suggest scraper tool.

If you have the funds, then the paid keywords research tools worth trying are SEMRush and Wordtracker.

Also understand your industry’s head key-phrases (general and highest search volume) and long-tail key-phrases (varied and more specific key phrases usually over four words).

Consider printing out and sticking your keyword research on a notice board as a constant reminder of your online focus.

3. Plan your Site

Now that you have an understanding of the most searched keywords and the most relevant long-tail words, you should have an idea of what pages on your website address those search queries.

Having a list on paper or a spreadsheet of all top, mid, and low-tier web pages and their corresponding keyword focus forms the basis of your website’s architecture. Each high and medium priority keyword from your keyword research should have a corresponding page on your site.

Long-tail keywords should be used in blog posts and FAQs.

4. Build your Site

Now that you have an idea of the pages that should be on your site, the next step is to build the best site in your industry with the help of a professional web designer or agency and with user-testing focus groups.

Google’s head of web spam, Matt Cutts, advises site owners to build great websites that users love and want to tell their friends about — sites that users visit over and over again. Any website built in 2013 should be mobile responsive to cater for smart phone browsers. WordPress is terrific for most small and mid-sized businesses due to its simplicity, flexibility, support, in-built SEO features, and access to a vast library of free and premium plugins.

5. Start Blogging or Producing Regular Content

You don’t have to start a blog, but start publishing your own content on a scheduled basis. I am not advocating turning your business into a publishing company by posting content every day. Scheduling weekly, bi-weekly, bi-monthly, or monthly updates is my recommendation — consistency is key. Also bear in mind that content does not necessarily need to be text — for example, an architectural firm could publish professionally taken photographs of its projects or Realtors could publish weekly video bulletins. Publishing content that is tailored to the content consumption habits of your target audience is the goal.

6. Build your Social Media Network

Join Google+ and then figure out one or two other social media platforms to hone in on. You have lots of options to choose from, like Facebook, LinkedIn, Twitter, Pinterest, and more. Social media enables you connect with your customers, publishers, and an audience for the content that you produce. Understanding and nurturing these relationships would swiftly produce results and help your SEO in the long run.

7. DIY Public Relations

Public relations plays a key role in off-page SEO. You should know how to:

  • Establish and tell a compelling story about your brand;
  • Get media attention;
  • Pitch not just to journalists but also bloggers and social media influencers;
  • Use social media to establish relationships and promote your brand.

8. Understand Google Analytics

Have a basic understanding of Google Analytics. Understand the type of reports each Google Analytics tab covers — Audience, Acquisition, Behavior, Conversions, and Real-Time.

This will help you appreciate the concept of traffic and its sources as well as let you read monthly or weekly reports provided to you by your SEO or web design agency.

The importance of analytics in digital marketing is akin to financial reports in accounting.

9. Read at Least One SEO Blog

Familiarize yourself with SEO by reading a factual SEO guide and then subscribing to an SEO blog — time permitting. Here are my key recommendations.

10. Ask Questions

Anytime you are stuck or need answers, jump into SEO communities to ask questions. Google’s Webmaster Forum offers the largest SEO community on the web. Another good community is the Webmaster World Forum. Others I recommend are Moz’s Q&A Forum, SEOChat — which is where I started learning about SEO, SEO Round Table, and Search Engine Watch Forum.

These communities are also good places for hiring SEO consultants or agencies.

I hope these 10 steps help you save money, get better rankings, and avoid being ripped off. They could also help you become a better SEO client by asking the right questions and utilizing the agency or consultant you hire to its fullest potential.

Showcasing Your Work, in an Online Portfolio
Published: June 30, 2012

Q. Some of your colleagues and friends have created Web sites listing their professional experience, credentials and samples of their work. Should you have some sort of online portfolio, too?

A. You may want to consider it. These days, one of the first things a recruiter or hiring manager does after receiving a promising lead is to search for the person on Google. Creating your own Web site or displaying your work on a larger platform gives you some control over what is found.

Even if you aren’t looking for a job, keeping an online portfolio can be a way to keep track of your accomplishments and industry activities. Be sure to let your boss know about the site and make clear that you are using it to showcase your work as part of your long-term career goals.

Q. What does an online portfolio typically include?

A. It usually includes samples of your best work, including articles, reports, PowerPoint presentations and links to blog entries. Portfolios are especially useful for work that can be presented visually, like photography, illustrations and ad campaigns.

Lisa Vaughn-Olstad, a lead agent at the Boston-based staffing firm Aquent, recommends including an “About Me” page that lists work history, education, affiliations and accolades.

An online portfolio can also illuminate your thought processes. Scott Belsky, chief executive of Behance, an online platform for creative work, says that when managers look to hire or promote someone, they want to see more than just experience. “They are also looking for that person’s process, how they do their work, who they collaborate with, how they test ideas,” Mr. Belsky says.

Some portfolios show an early version of a project, the final version and the iterations in between, he says, or reveal a process by telling the story of how the project was accomplished.

Be sure to check with your company, though, to make sure that none of the information you are displaying is proprietary. And make sure you explain clearly whether you worked on a project individually or as part of a team.

A blog on your portfolio, or a link to your presence on a site like Tumblr, shows visitors what is interesting to you professionally and personally, says Ms. Vaughn-Olstad. “You might be blogging about your work with disabled children or on the membership committee for an advertising club,” she says.

Q. Online portfolios seem a natural fit for creative professionals, but are they useful for those in noncreative fields like accounting, finance or law?

A. Yes, because having a consistent, online record of your accomplishments will make you visible on the Web and stand out to recruiters, says Angela Hills, an executive vice president at Pinstripe, a recruitment company in a suburb of Milwaukee. People with very specific technical skills, like engineers and programmers, can show examples of Web sites they’ve built or projects that used a particular programming language. “Don’t just tell me you have this knowledge; show me how you used it,” Ms. Hills says.

Analysts in finance or health care might use a program like SlideShare to post their presentations or papers. But in highly regulated industries like financial services, it is especially important to be careful about posting company information. Always check with your organization about what you can legally add to your portfolio, Ms. Hills says.

Q. Where on the Web should you place your portfolio?

A. Platforms are available for creative professionals to display their work visually, including Behance, Carbonmade and Dripbook; depending on the platform and package, the cost ranges from free to about $40 a month. 

Platforms like these can be lead generators, too, as they are often searched by people looking to hire, Mr. Belsky says. You can also register a domain name — often for less than $10 a year — and create your own regular Web site. Designing your site can cost thousands of dollars if you use a Web site designer, or less than $50 a month if you use a site building tool.

Q. Are there certain things you shouldn’t include in your portfolio?

A. Don’t put everything you’ve ever done in your portfolio, because that will overwhelm visitors. Choose your finest work, which may not necessarily be your most recent but represents you best professionally, says Avishai Abrahami, chief executive of, a Web site building platform.

And think carefully before linking to your social media presence. “If you use Twitter to tweet about industry topics, definitely link to it,” he says. “But if you tweet about your dating, don’t.”