Content Marketing

image of iphone

Mobile-First Indexing

[Reading time: 3.25 min]

First let’s define what “mobile” means to Google.

Mobile in essence is a smartphone. Not your laptop, notebook, or even tablet or iPad. It’s your phone, your smartphone. If you develop websites or even just blog, MOBILE FIRST should be in front of you at all times.

Google’s own definition is – “Mobile: In this document, “mobile” or mobile devices refers to smartphones, such as devices running Android, iPhone, or Windows Phone. Mobile browsers are similar to desktop browsers in that they can render a broad set of the HTML5 specification, although their screen size is smaller and in almost all cases their default orientation is vertical.”

Knowing this is important when building your website. Because I am mostly a WordPress site developer, I don’t concern myself with the coding. I leave that to WordPress and my theme. So be sure to use a fully responsive theme. Check it out on a smartphone before you commit a lot of time to developing your site with a particular theme. Make sure it’s considered a good mobile theme.

In fact, use Google’s “Mobile-Friendly Test” site to check to make sure. [https://search.google.com/test/mobile-friendly]

I live in Niagara Falls, one of the most popular tourist destinations in the world and needless to say, there are a lot of businesses here that need mobile friendly websites. Restaurants, hotels, tour operators and the like. As I was writing this post I decided to do a random check of these local businesses to see if they’ve got mobile friendly websites.

Maybe I shouldn’t be surprised, but at least 50% of the 100 sites I checked are not mobile friendly. Wow, there’s absolutely no excuse, and none of these businesses should be complaining about their poor business.

Their Website Is The Most Important Asset They have!

OK, let’s understand what Google is doing with Mobile-First Indexing.

Google is basing what it places in the index based on the mobile version of your site. They used to index the desktop version of your site first.

Got it?

Google is looking at the mobile version of your website first and using that information for the search results.

This switch was made because more and more searches come from a mobile device and to give those users a better experience, Google decided that it was time to prioritize mobile results.

Also, and remember this – that the mobile-first index is not a separate index, Google has only one index from which it serves the results. Thus, mobile is the most important.

You will see in your Google Search Console when Google indexed your site “mobile first” This means that Google will determine by the content available on your mobile site how you will rank — both on the desktop and on mobile. This is really important, especially if you have both a mobile site and a standard site. But most WordPress sites are responsive, so both mobile and desktop are identical content so you have nothing to worry about.

You do not have to have a mobile site to be in the mobile-first indexing, as Google is indexing sites as well. However, it’ll be hard to rank if your site is not mobile friendly.

Write for mobile!

Remember, reading from a screen is hard and from a mobile screen is even harder. To attract a mobile audience, you’ll need to have mobile-friendly copy. This means short sentences and compact paragraphs. You need to make sure your font on your mobile site is large and clear and make sure to use enough whitespaces.

No doubt some of the content writing rules have changed. Go through your current site and make sure your site is mobile friendly visually as well as being filled with quality content. Check your Google Analytics to determine where your audience is coming from, mobile or other wise. If you are a local business, or you build sites for local businesses, then for sure, mobile is first.

Things like “page speed” are even more important in mobile rendering. If the user will wait 3 seconds on a computer, they’ll only wait half that on a phone. 1.5 seconds you must be “on-screen.” Also not that according to Chrome’s developer tools, the screen dimensions for mobile are 412 x 732. For those with a little more coding experience, this could be important for your site.

Take the time to evaluate the mobile version of your website. Is your design (theme) good enough? Or could you improve? Are the buttons large enough to tap? What about your content? Could you make your text more readable for a mobile audience? Make sure your website creates a “wow” mobile experience because this will make a difference in your rankings quickly.

 

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long-tail keywords | Chuck Camroux

The Blind Spot Of “Long Tail Keywords”


Just like average Internet marketers, after taking courses and reading, I start doing AdWords campaigns. I applied lots of “long tail keywords”, and results sucked!

One must learn how to interpret the theory behind those experts by testing their theory and constantly modify and made perfect it with your experience.

The truth behind “long tail keyword” is doing the “right long tail keyword”. How are we going to be sure that such long tail keyword is used by the people (prospects) to find their way to their answer?

“Research and testing”, research the market by visiting the forums, blogs, article directories and any place that is talking about your niche. Find out their wording, their problems and the process of getting the solution! Then prepare the keyword list as usual – keyword tool research. Put out the generic search terms found during the research, don’t drill into long tail keyword yet. Monitor and observe closely, find the most click through or impression keyword(s), remember to track the actual organic keyword(s) used to drive people your site (Google analytics will do the job).

Then expand your research and tested keywords into “long tail keywords”, and now you are in business! You should be able to find the gold in AdWords for your niche!

Remember to brainstorm your research through identifying the process, find the weak point and may be creating your own product to promote! This is my fastest way to PPC marketing and Niche marketing.

The most important thing in keyword research is to simulate your customer, put yourself in the customer shoes, feel like them, think like them, ask yourself what do you want, what is the problem and solution? While you are thinking, always open your keyword research tools and try to confirm there is a market every time an idea strikes you!

Google is the largest PPC marketing provider, but in terms of conversion and profitability, Yahoo search marketing and MSN AdCenter with less competitive searches probably converts sales better. Never limit yourself to one provider, always test all possibility. If Google market share is 60%, and you are not doing anything to fill up the 40% gap, you are putting money on the table!

Lastly, let me share my 3 tips to a successful marketing campaign:

1. Provides a solution to a problem, not simply get a product to fill the gaps. This will highly increase your conversion rate because of high demand. (Always remember to make your customer’s life easier, this is the key to long term success, especially when you’re trying to establish a good relationship)

2. Always keep track of your traffic, visitors’ behavior on your web site and split test your Ads, Landing page and Sales page.

3. During the testing, eliminate the “loss” factors, scale up the “profit” factors and consistently monitor and improve the campaign.

Hope this information is helpful, and you are welcome to share any ideas and thoughts with me.

[Written by Chuck Camroux – 20+ years of online Affiliate Marketing plus 30 years of media senior management and marketing expertise. You can reach me using the “Contact” for at the top of this page.]

 

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Creating Banner Ads

Here’s the transcript for those wishing to read about how to create banner ads for your website.

In this video, we’re going to talk about how to create call to action banner ads for less than $10-$15, and you can get them created for even $5 if you use the right sites. And I’m going to walk you through the whole process, step-by-step and this is Part 1, so let’s go ahead and get started.

First of all I want to talk about the strategies that you can use, so that you can be aware of how to use banner ads to convert people into potential buyers or potential subscribers. Now there are different high converting strategies here. you can place banner ads on your front page, or your sidebar of your WordPress site; and you can forward them to “helpful tips” that are located on the inner pages on the site; or you can have banner ads on the front page; or on the sidebar that link to some sort of special free video or report with helpful tips. And when you do this, you have the ability to get people onto your lists, or to gain people’s trust and therefore you increase the conversion rate.

You can also use banner ads to get them to call you, fill out a form; but you’ll convert higher if you give continuous value like tips and advice, and things that people would normally pay for. Try to avoid selling anything on your banner ad or you can risk losing people. People do not ads, people are very skeptical nowadays. So the best way you can approach that issue is simply by appealing to them, by gaining their trust and helping them.

So what’s on the banner ad? The title is very, very important. This is what grabs people because it’s the first thing that they see. So you need a title that expresses what’s in it for them, short and sweet. You can do something like, “The Top Five Things to Avoid” “The Top Five Things to Save Money” to save time, and prevent this and that. A lot of times “Save Time” or “Save Money” are the majority eye catchers, but if you can show people how to prevent certain things, like prevent losing a lot of money or prevent losing a lot of time. So if you can actually mix “avoid” with “save money or time” or “prevention” with “save money and time” – that can also increase your conversions as well.

Besides the title, you’re going to need to have some sort of action picture that shows people what your service is all about, what your product is all about, or some sort of action that you want them to take. So in a way, you are indirectly telling people exactly what they need to do, and if you’re looking for pictures, I’d recommend that you go to BigStockPhoto.com. Find a call to action picture that you like, it’s anywhere from $1.00-$1.50 to $2.00 per image, and it’s really, really cheap. And you’re also going to need a call to action, you’re going to need to have some sort of short blurb that says something like, “click here to” read or “click here to” watch this video, or watch this free video or call now at 1-800-XXX-XXXX to get ______. And make sure to include verbs in your call to action, verbs are actually known to actually increase the conversion rate because you’re telling people what they need to do. People don’t want to think nowadays, they just want you tell them what to do.

So you need three different things: title, action picture, and call to action. Now let’s talk about getting it designed, and I want to show you step-by-step how we’re going to go about doing this. So let’s go ahead and do this now. In this example, I’m going to be creating a banner ad for my fake website company. And let’s say for example it’s called “Columbia Roof Replacement.” And I’m going to make the title, “Top Five Ways to Maintain Your Roof” and what I’m going to do is – let’s say I make a website, once I get the banner ad I’m going to redirect people from the banner ad to a page on my site. And I’ll show you more about that in Part 2, but in this specific part, I just want to show you how to get it created. So in this case, I’ve got a logo here and I’ve got a picture.

We’re going to go to Fiverr.com to find a banner designer, but you can use any freelance site that you want, like oDesk.com or even Elance.com. I like Fiverr.com because it starts out at five bucks, you can always contact the designers, and whoever is providing the gig at the Fiverr projects and negotiate with them. Alright, so what you need to do now is to hop on over to Fiverr.com (that’s F-I-V-E-R-R.com) and at the Search box here, simply type in “banner ad” and do a search. And what we want to do now is to basically organize the ratings here, basically get the best rated at the top, and do a search from the top to the bottom.

So you can see an idea of the banner ads that are being produced, and what I normally like to do is I look at this, and I open this in a brand new window. So I’m going to open this one, this one, this one, this one, and you can see that they’re top rated sellers here. I want to find people that can make good designs. So I’ve opened up six tabs here, I’ve got this person here – I really like these banner ads, these are really, really professional banner ads. Considering it is three days estimated wait time, you get two different sizes for $5.00 and you get the complete .psd files – normally I like to get the complete Photoshop files. That way you can do some editing if I choose to do so. And you can also get three more sizes for your banner ads and so forth.

What I try to do is I try to find people who can actually design, who have a good designing eye. So I look at all their banner ads, and see if it adds up, because, I mean no matter where you go to, you know people can use other people’s banner ads. But what you’re trying to figure out here – is there a similarity or some sort of pattern between all of these banner ads to make sure that this person is legit. So from what I see, this person is legit. And we’ve got this person; I don’t really like this person’s banner ads, so I’m going to move to the next person. And I’m just picking myself, so I like this person’s banner ads as well, but it’s 12 days, I don’t want to wait 12 days, so I’m going to close this person down. This person has decent banner ads; okay, not too good, not what I’m looking for. And basically look through all of these, and I think what I’m going to go with is this Jimmy Gibbs guy. And as I’m creating this video, you know by the time you’re watching this video, this guy could be here or he could be gone. So the reason why I wanted to show this to you is, instead of directing you to a specific person, it’s just so that you can go to Fiverr and actually find somebody who will do a good job.

So what you need to do now is to create an account if you don’t already have one. So I’m going to sign in, and okay let’s see here, so what kind of options does he have? He has….okay so what I’m going to get is, I’m going to get the original $5.00 order, but I also want a call to action. It says “I will add a call to action button, click here or learn more on your banners for an extra $5.00” so, I’m just going to pay $10 to this guy and get some banner ads done. And as you can see, you can request specific standard sizes, because if the “click here” or the “watch this video” call to action is a button, that really helps because then people will feel like, “okay I click this right here.” even though that whole link is hyperlinked. So let me go ahead and purchase this person’s gig, and I’ll walk you through the whole process.

Okay so I went ahead and purchased this gig from Jimmy Gibbs, and as you can see here, he requires the following. So what they’re going to do is they’re going to ask you for the title, the image, the sizes and the call to action button. So once you give this information and the logo, I decided to go with the logo; let’s take a look at what he’ll produce. So within three days, I’m going to re-pause this video and we’ll see what he produces!

Alright great, so it took about two days. Instead of three days it was two days, so he did it fairly quickly, and as you can see here, we got several banner ads that were created, and a call to action button here. And this is really cool, I like this, this looks really good. So there we go, and we got the files here, so we can go ahead and download these files and we’re going to use them. So as you can see, very, very easy to do – all this for ten bucks, and now in the next video, I’m going to show you how to add it to your WordPress site!

 

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Making Effective Use Of Long Tail Terms


If you haven’t heard of the “long tail”, the phrase was made famous by a book written by Chris Anderson with the same name. It refers to the statistical graph where the line is skewed to the right without ever reaching zero on the horizontal scale. Essentially, it’s an infinite line.

In Anderson’s book, he explains how the Internet is circumventing every aspect of consumer choice. Before the Internet, consumers didn’t have much choice. We simply took what the media and retailers presented and gave up on our own “custom” desires.

After I read the book, I thought about how the long tail applies to effective search engine rankings and placements.

Below I describe how anyone with a website can make use of the long tail.
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Is Responsive Web Design Dead?


Mobile traffic is past its tipping point with roughly 52 percent of web traffic currently deriving from smartphones versus desktops – and counting. People are accessing sites and services with the expectation they will not only have the same functionality they would on desktops, but more and that sites will also use the functionality native to their devices.
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What Is The Long Tail?

The “long tail” is a term used to describe a type of marketing or business model that focuses on a string of “niche” products and services, rather than the top few hot products. The phrase “the long tail” was coined by writer Chris Anderson, who subsequently wrote a best-selling book by the same title.
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What is Content Marketing

Content marketing is a phrase often mentioned when discussing digital marketing. It’s often used in different contexts, so it can be tough to understand. Let’s clear that up right now.

Content marketing is the use of any type of media as a tool for garnering exposure and sales for your company or organization.

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Why Content Marketing

By now you should have a better understanding of what content marketing is, you may be wondering why you should use it. After all, creating content can take time and effort away from other things you could be doing for your business. It’s definitely not a magic pill that you can use to experience instant profit making results. It is however a very valuable process you can use multiple times to build your business.
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