Search Engine Optimization

Changing your worldview

May 19, 2016 by Nancy Cavanaugh

Where is the center of your digital universe?

Your website, right? It’s the point around which other entities revolve. Search engines scour your site for keyword phrases. Online directories and Google Business Profiles link to your domain—your sphere of influence. Links from your social networks to your website lend credence to your social influence.

In the early days of the “Wild Web,” business owners believed that “If you build it, they will come.” Google found their websites in 2-3 days. Put a website address on their business card and they’d get traffic.

No longer true! In September 2014 the total number of websites reached 1,000,000,000. In this immeasurable digital universe, your website is now a mere speck.

So how to you attract your target audience?

You begin by altering your worldview. Here’s how a dramatic change of view works: For thousands of years people accepted the idea that the sun and planets orbited around the earth. But Copernicus shattered that worldview by arguing that the sun as the center of our solar system.

What’s this got to do with your website?

Think about your target audience and their worldview. Where do you think the center of their universe lies? Not your website! Accept the new worldview and you begin to understand more about their habits. What websites do they visit on a typical day? From their point of view, your site might be Pluto, barely noticeable on the edge of their universe.

Take a look at our graphic showing the location of your website. I bet most of you guessed that Google is the hub in the new worldview. Absolutely! More people visit Google every day than any other website. Why is it so wildly popular? Because it offers astonishing features that are user friendly and deliver instant gratification.

What other sites are popular with your target audience? Which social networks are most likely to contain their profiles? Where do they hang out? What industry sites? Where do they go for educational resources? Entertainment?

Put yourself in their shoes and you’ll open a pathway of discovery about their behavior. Armed with these new insights, you’ll be ready to plan some strategic moves to get your business noticed.

Start with Google

This behemoth has a massive database of information about keyword phrases and their popularity—words used in search queries that can draw people to your website. Use that data to keep your keyword phrases up to date.
Google also offers site analytics to help identify your site traffic and how whether it lines up with your prospecting goals.
Once Google research and stats identify popular keywords among your target audience, an AdWords campaign will get you noticed in the right sidebar of a search results page.

Though your site won’t become the center of the Web, it will begin to increase the right kind of traffic as its “gravity” attracts your target audience.

Once you change your worldview, your marketing perceptions shift. Your goals become customer-centric—which is where they needed to be all along.

Would you like to learn more about how to use a customer-centric approach to attract more business? Contact Nancy to get a free 30-minute consultation.

Using local search to promote Wauwatosa restaurants

August 19, 2015 by Nancy Cavanaugh

Wauwatosa has a more than 100 restaurants located in a small geographic area. To help promote these businesses, five years ago the Chamber of Commerce created “10 Days in Tosa,” a promotion that encourages diners to visit local restaurants.

In July I was asked by the Chamber to redesign the 10daysintosa.com website. Using the latest “cloud” technology, in just a few hours I energized the look by creating a fresh, contemporary design that includes a revolving slideshow featuring mouth-watering menu dishes as well as a user-friendly map pinpointing restaurant locations and specials.

But site appearance was only half the challenge. After 20 years of building websites, I know that trusting the slogan: “If we build it, they will come” is a huge fallacy.

As I wrote content for the Home page, I identified the target audiences as restaurant owners and their customers/prospects.

How do I attract both of these groups to this website?

As a Wauwatosa resident of almost 40 years, I know that dining at local eateries is a popular activity. My thought was to examine just how popular and then use that information to attract diners to the website as well as sign up restaurants to participate in “10 Days in Tosa.”

The solution: search engine optimization for local search

The best way to increase the site’s visibility and traffic is by using organic search engine optimization (SEO) to identify popular keyword phrases and use them in site content to build visitor traffic via search.

If you’re familiar with the concept of “long-tail marketing,” then you understand that a small target audience can be a potential gold mine of new customers. The most receptive prospects are at the narrow end of the tail because their need is very specific and easily converted into a sale.

I researched those keyword phrases that: 1) are niche-oriented; and 2) part of a local search. Think about it: If I can identify a small but active group of prospects, I can use those search phrases they’re using to optimize the website and “pull” those people in to 10daysintosa.com.

That’s exactly what happened. Using Google keyword research, I discovered that on average over the last year, 1,900 people per month are searching for “Wauwatosa restaurants.” That may not seem like a big number, but it really is a lot! By contrast, only 210 searches per month were for “Tosa restaurants.”

Do you see the big difference in search numbers for this a tiny variation? Doing your homework is critical! It’s always best to identify the most popular keyword phrases for use in content development.

Once optimized content is in place, the website “feeds” the search engines with high-volume keyword phrases, resulting in: 1) higher local search engine rankings; and 2) more potential customers finding the website.

How do you think effective site optimization could affect your website traffic? Your sales and profits? Can you imagine what a difference it would make by using two to three sets of popular search phrases to attract customers to your restaurant? How about capturing those customers who often make spur-of-the-moment searches for “Wauwatosa restaurants?”

If you’d like more information, feel free to contact me.

Are you a fledgling author? Use SEO to make book sales soar

May 12, 2015 by Nancy Cavanaugh

Do you have an idea for a book? Whether your topic is business-related or a hobby, what’s holding you back?

Before you decide to commit, there are a couple of things to consider. Do you want to self-publish to share your passion, earn extra income, or a little of both? Are you hesitating because you’re not sure how to begin?

How to research your topic’s popularity

Before you start writing, decide if your idea is saleable.

— Find out if your topic is popular enough to generate sales. Do a search for the topic using related keyword phrases. If you’re unfamiliar with Google’s Keyword Planner, visit http://spyfu.com.
— Craft the book title based on keyword popularity.
— Create a book outline that includes chapter titles. Based on keyword popularity, you should begin to perceive what people want to know.
— Identify your readers. Demographics will help you decide if the format should be print, an ebook, or both.
— The book shouldn’t be too long. These days, a shorter volume with interesting graphics works is best.

“The Cat’s Guide to Adoption”

When I had a flash of inspiration about writing an ebook about cat adoption, I did some keyword research and quickly learned it was a popular topic. No big surprise. People love animals and want to read stories about adopting. I have 13 years of experience caring for shelter cats and after my oldest cat Thomas passed away at the age of 20 last year, I decided to dedicate thoughts about how to adopt a homeless cat.

How to write and promote a book at the same time

Here’s a little-known fact about book promotion on amazon.com. Google loves Amazon. Why?

— Amazon.com is too big to ignore when it comes to search engine optimization. So Google pays attention to what’s on amazon.com and places high value on its content.
— Google indexes all the book titles on amazon.com using the same criteria as websites; i.e., keyword phrases.
— If your book title and table of contents includes popular keyword phrases, then a Google search will likely find your book on amazon.com high in the results.
— If you understand how to optimize your book title and chapter headings, you have a huge opportunity to reap additional book sales using search engine optimization.

Publishing has reached a whole new level in how and why books come to market. The explosive growth of self-published authors in that marketplace offers a huge opportunity to create books without having to deal with agents and traditional publishers. And with intelligent research about potential readers, you’re in a better position to promote your book even before you sit down to write.

Would you like guidance in bringing your book idea to market? I have experience in self-publishing both print and Kindle books. Just call (414) 771-8906 and ask for more information.

The little website design that could

May 6, 2015 by Nancy Cavanaugh

On January 16, less than two hours after sending email blast about “How to Know When it’s Time for a Website Redesign,” I got an inquiry from a book indexer friend of mine. Her site was seven years old and she agreed with me that an old website design projects a poor image.

She needed an update but also wanted to keep a static, HTML-based site. She didn’t want a blog or mobile responsiveness—even though the lack of both was sure to damage her site rankings.

What she did want was a fresh web design appealing to book publishers—her primary market. She reasoned that most of these people use their desktop computers and all she needed was a contemporary, professional-looking site optimized for search engines.

The challenge: how to satisfy her request without damaging her site rankings

Under the circumstances, I reverted to an earlier website-building process I hadn’t used in several years. I concentrated on: 1) innovative design, and 2) high-quality content that could still rank highly in search engines because it aligns perfectly with search intent.

Note: I don’t recommend this approach unless you’re sure of your target market(s) and aren’t concerned about technological trends. Otherwise, if at some point in the future you need enhanced functionality, you’re stuck.

Design: a simple plan

Because this website didn’t need features like a revolving slideshow, gallery, or any other pre-programming, I relied on Photoshop to create the basic site layout. That involved:

devising a complementary color scheme to match the logo
using large, custom images on every page
balancing text and images to maintain interest

Development: where the rubber meets the road

After my client approved the web design (I nailed it on the first try), the next step was developing the site. I relied on my old friend Dreamweaver—site-building software I had used for almost 20 years—to bring the design to life.

But because this project was more limiting than my current development process, I had to concentrate on content-oriented strategies to compensate for the lack of mobile responsiveness and blog interactivity. That involved:

keyword research focused on book indexing and indexing services so her publisher prospects and clients could find her website
collaboration in writing headlines and text that included relevant, high-volume keyword phrases identified through research
writing effective META tag descriptions customized for each page
adding ALT tags to each image to enhance SEO

Ultimately, this website redesign was similar to many other sites I have designed and developed over the past 20 years—only with extra emphasis on large, original images and heavy concentration on industry-specific SEO that attracts and holds visitors.

The result: an ugly duckling becomes a beautiful swan

I’ll let my client speak about the result because she’s the one getting the site traffic and feedback. On April 25 she wrote:

“Nancy took my long, single-page site with its clunky clip art and created an elegant five-page site—complete with proper navigation buttons, links that are no longer broken, and contact form—that’s both beautiful and functional. Not only is my site popping up on that coveted first page in some Google searches, but I’m getting compliments from both colleagues and clients!”

How about your website? It’s not too late to recapture your reputation as a business leader with a website makeover. I’m only a phone call away (414.771.8906).

Why not redesigning your website is a big mistake

March 24, 2015 by Nancy Cavanaugh

Recently I was asked by a business owner why I thought his website needed a major redesign. The site is eight years old and hadn’t been updated even once—not the design, not the content, nothing!

The web moves at light speed, so an eight-year-old website is obsolete and as such, seriously damages your business presence online.

How bad can it get?

Imagine this situation: You subscribe to the Sunday newspaper. Your first copy arrives and you enjoy it. The following Sunday the next edition arrives, but it’s exactly the same paper as before! The next Sunday the same thing happens again. How long would it take before you cancel your subscription?

Old, static websites have a negative impact on visitors. What are they supposed to think about your business? About you? Because the site has nothing new to offer, they might decide your company isn’t growing or maybe you just don’t care enough to keep them up to date. Either way, that’s worse than not even having a site at all!

Ask yourself: What’s new since I built the last version?

If your website is even a couple of years old, you’re missing important changes in design and content requirements. Google’s search engine algorithms have changed radically, making content increasingly important for ranking high.

Likewise, web design has evolved to accommodate larger desktop monitors. Sites older than 5 years were designed to fit on 14 to16-inch monitors. Today, the norm is 21″, which means fixed-width pages that once filled an entire screen shrink dramatically on bigger screens.

Ironically, the explosive popularity of smartphones and tablets means that web design has to be mobile responsive as well; i.e., viewable on small screens. Even if your site is only a couple of years old, it won’t display properly on mobile devices. Visitors don’t come back a second time if your content is a disorganized mess. So you lose traffic, leads, and revenue potential.

Taking a risk by not updating

Are you asking, “Do I really need to?” Many business owners with older sites hold back because a major renovation can be intimidating. But if you don’t, today’s consumers will pass you by. They’re more sophisticated and expect more from your site. So if you think you can keep your old site a few more years, take a look at what your competition is doing. Or your site traffic numbers. So yes, you really need to do something now.

How do I prepare?

A redesign or update gives you the chance to assess your entire business presence online and make any needed changes. Planning should include analyzing your marketing efforts, looking at any new functionality you want to add (like a rotating slideshow, video, and/or blog), as well as anything you want to remove.

Many sites I redesign are transitions from “brochureware” to “sales funnels.” Modern websites fulfill the needs of visitors by anticipating their questions and concerns, then guiding them through the sales cycle. A site containing nothing but static pages with information that doesn’t change holds little value for customers. Likewise, search engines relegate inactive, unchanging sites to a low ranking or—worst of all—bypass them altogether.

How to measure success

Before you begin a redesign, you need to take measurements of your traffic numbers and other important information. Once the overhaul is complete, take a new set of measurements. Initially, traffic should spike upward. Be sure to check the numbers periodically to make sure that everything’s on track.

A vital component in the redesign is search engine optimization, which, if done properly, attracts the right prospects and customers needed to increase business revenues. Be sure to put SEO as well as mobile responsiveness at the top of your priority list to discuss with your design/development team as integral project components.

Understanding why your website should be updated is important because you begin to see the opportunities you’ve been overlooking. A site redesign is an exciting chance to make a giant leap forward by adopting new technologies, creativity, and imagination to surprise and delight your prospects and customers. When all those elements come together successfully, the benefits accrued to your business will cause you to wonder why you didn’t do something much sooner.

If you’re interested in a free website audit, contact me and I’ll be happy to review your site and make recommendations. Call (414) 771-8906 or fill out the contact form.

Do you hate your website?

October 24, 2012 by Nancy Cavanaugh

Has this ever happened to you?

Every time you visit your website, you know something’s not right.

You can’t put your finger on it, but you’re convinced that it definitely could be better.

Honestly, I am surprised by how often I get such negative feedback from business owners about their own websites. And all too often, they’re not sure about where to begin to improve the situation.

Usually there are two reasons for their dissatisfaction.

— The site is old and outmoded. Web technologies move at lightning speed and most business owners know it. A website becomes obsolete after only 2-3 years, yet many businesses are slow to keep abreast of the latest technological trends.

—Traditional management actually works against innovation. There’s a “top-down” mentality that does not always support (or understand) the idea that prospects and customers want a better user experience—which necessitates constant striving to upgrade functionality.

Not so long ago, a static website was the norm. The term “brochureware” was coined to describe content (and websites) that didn’t change. This early method of delivery is easy to understand because it was a transition between print and the uncertainty of how to present content using this new medium. (For example, during the early days of television, program format was based on how radio—the earlier breakthrough technology—had worked.)

It would take some time before the fledgling web would realize its potential.

What made this state of affairs change? The most powerful driver was search engine optimization (SEO). Now a website needed more than relevant content; it required changing content in order to help build its popularity.

Business owners performed quick checks of their competiors and discovered they were busily inserting popular keyword phrases into content, adding ALT tags to images, and monitoring site traffic based on SEO success, in addition to human visitors.

And there’s more: Innovative business pioneers were exploring the use of blogs to engage their audiences in two-way dialoguing. The technology had been there all along; somebody just had to apply it creatively to enhance communication with customers and prospects.

The application of blogs is just one step away from social media. Brilliantly, the developers of Facebook and Twitter created an easy way to do “social business” by engaging fans and friends in ongoing discussions about products / services. Social networking started out as a casual means for college students to interact. Very soon, the audience to expanded to include businesses looking for cost-effective, creative ways of interacting with their customers and prospects.

And like the early days of the web, this new networking technology continues to evolve.

So what’s in it for your business? That depends upon your attitude and open-mindedness. Using your website as a hub of marketing activity can be viewed as either a blessing or a curse. Many owners used to traditional marketing techniques find themselves in “no man’s land” when they learn that the old principles of using a “sales funnel” no longer apply. Business is no longer generated primarily from print and / or “old media” like radio and television; depending on the target audience(s), opportunities for visibility are now online. And if you don’t satisfy the necessity of providing interactivity and responsiveness, then you’re not even in a position to compete anymore.

Bringing an old website into the 2010’s is key to integrating your overall marketing plan and pulling it all together. The focus has shifted from print and “brochureware” to interactivity and engagement. By definition, it requires an ongoing effort and attention to detail.

What have you got to lose? You already know your website doesn’t measure up. It’s time to find out how to turn it into a powerhouse for profits.