fbpx
optimize for google voice search banner

Audio Voice Search Tips for Optimizing Your Website

Voice searches are not quite able to read your mind yet but it is getting there. Perhaps within a year or two it will become commonplace to perform very complex voice searches with your phone or computer. For this, you should be optimizing your site for voice search.

Top tips for optimizing for Google voice search.

Use structured data for all pages on your website.

There are many forms of structured data and it’s important you use the most applicable ones to improve search results.

  • Product or service pages: markup the price data, the business location, and the aggregate review ratings.
  • Homepage:  it should have local business structured data (location, contact info, hours of operation
  • Blog article:  author info, top comments,  aggregate review markup if you allow feedback in the comments.
  • Information pages: markup for questions and answers, FAQ markup, etc
  • About Us pages: people markup is important.
Sly tip: use the author box on articles and then link them to the about us page. This will help your site’s acceptance to Google News. Another untapped source of search traffic rarely talked about.

Choosing the correct information architecture for your site

Make sure you have a clear site structure in mind. Is it hierarchical? Are there pillar pages that feed into more specific pages? Is the site based on time-sensitive content? Is there a specific flow between pages that helps both user and Google understand your site?

Here are the most common site structures identified by SEO experts.

  • Hierarchical

This structure is logical and practical for almost all local websites with a limited range of services or products. A lawyer or a restaurant website should be in the hierarchical structure. The goal is helping Google understand your website without any confusion.

Image result for hierarchical site map
source: www.skyword.com
  • Sequential

For a website which requires customer consent before purchasing, this is the ideal structure. If signing of contracts before payment is part of your online business (for legal and customer service reasons) then sequential style of website makes the most sense. Although this probably won’t appear in Google voice search so easily, it is best to optimize a website for user intent before all other objectives. Google is constantly updating its algorithm and penalizing sites that attempt to confuse or trick users.

 sequential site map example
source: searchenginejournal.com
  • Matrix & Database models

These are most useful for very large sites. Either user-generated sites such as Etsy or Aliexpress or massive aggregators like reddit. For this reason, they are complex and often great for generating long tail traffic as the setup requires incredibly detailed metadata. Google voice search thrives on this kind of set up. Unfortunately, it is incredibly costly to set up and out of reach of most businesses.

https://slideplayer.com/slide/6347578/
source: https://slideplayer.com/slide/6347578

 

database website example
source: https://libguides.nus.edu.sg/c.php?g=332732&p=2236322

 

Just as site navigation is important for usability, so too for voice search. Google will not alert you which pages it cannot extract precision data from. Sometimes search console can provide warnings and errors but they do not give tips on optimizing your website for voice search as of 2019.

That structure would mean the dates determine which pages are at the top. Most recent at the top of the sitemap. Or is the site category dominant? A good example would be a travel blog that has top-level categories based on location. This is the cornerstone of the organization of the site. if it’s about mountains they could be categorized according to continents and the mountains in each country would be the secondary category. This is important for voice search because it allows Google to have a high degree of confidence what your site is about.

 

Keyword research is essential for voice search results.

People want to ask conversational questions when they are “speaking to Google voice assistant.”

“OK, Google, what is the best time of year to plant a vegetable garden?”

Google recently added supporting semantic questions to your search, you’ll see this on the search result page as “People also ask.”

Check these questions as to what you should highlight on your page with Htags and other forms of layout control you have on your pages.

SEO is important in this matter because there are popular keyword difficulty metrics such as Ahrefs keyword difficulty. A question you can provide the exact answer for should be emphasized so you can win the featured snippet.

Even for a competitive search term, there are long-tail possibilities. For example, you might not be able to rank for Best hotel in London, but there’s a pretty good chance you can gain the top spot for Best Hotel on Worthy Lane. make your content accurate and useful whenever possible. Overshooting your purpose in order to achieve higher rankings might not be ideal when it comes to optimizing for voice search.

How to identify Voice search queries through natural user behavior

Satisfying search intent, in this case, will get you far more traffic and generate more business for you. Spam doesn’t really work very well and Google is working harder than ever to ensure that users of search get what they really want.

If you are unsure what people are searching for in order to create questions and answers that satisfy searcher intent, try some of these techniques:

1. Check the related search terms

2. Check semantic search questions

3. Use search engines like answerthepublic.com

4. Perform social media surveys on topics related to the pages you are building. Either formal surveys or bring up the topic in Facebook groups or Reddit. Don’t spam forums though, this can actually penalize your SEO efforts.

Google My Business for Voice Search

Spell your services and brand correctly on your listing! Anything that helps voice automated search queries to be properly filtered in local search benefits your traffic. It was only a few years ago that directories were the best place to have your local SEO generate phone calls to your office. Things have definitely changed and now the #1 way to get more phone calls is to optimize your Google my business listing for the least sophisticated searcher.

Nowadays a significant amount of company sales comes through digital marketing. And while content marketing as a whole isn’t ideal for voice search (it’s far too nuanced and rarely answers strict questions), they can pop up with long tail voice search queries.

The amount of user data you can collect about your target audience is virtually unlimited on social media. Devices like Google Home and Amazon Alexa are gaining massive popularity and already account for a rapidly growing segment of search queries.

In another post, I’ll cover how to collect user data on your site to create more relevant pages for your current and target user base.

So as you can see there are quite a few things you can do to prepare your site for Google voice search. Because let’s face it, the internet is convenient but it’s far from painless to achieve your desired search result, voice search is the next step in the evolution of  SEO.

 

How to Hire an SEO Client

No, you didn’t read that wrong.

This post is going to describe how to go about hiring the perfect SEO Client.

There are some common misconceptions about how SEO consultants work and where their value lies. This article will show how the SEO is thinking about you, the client.

Perhaps it will lead to a better understanding of what SEOs can do to increase your business online and what you need to understand before hiring an SEO for yourself.

But first, a nice graphic to explain the value proposition we are talking about:

organic vs paid search

 

This graph kind of tells the story but it’s probably a bit convoluted for the uninitiated. Just think about it like this:

SEO is expensive but imagine how expensive not getting new customers can be.

You need to realize that SEO is a process which takes at minimum six months to achieve any meaningful results.

Most clients have specific ideas in mind about how long it should take. There are some SEOs who will promise instant results. They are either lying or practicing risky blackhat techniques, buyer beware!

Consider the following tips and ask yourself, is the SEO you are speaking to now thinking with these ideas in mind when they perform triage on your online business?

Helpful Tips for Hiring an SEO Client

  1. Don’t give more than necessary for free. This weeds out the tire kickers and allows you to devote more time to those who are serious about growing their business online.
  2. In the initial consultation provide clear examples demonstrating where their top 2 competitors are kicking their asses.
  3. At the outset, it’s ok to Charge for valuable services. Even if they are not at your full capabilities they are important to establish trust and value to a prospective client. Don’t let them walk over you with their promises of further business down the line. A roadmap for their business is worth as much as any link you build or any 404 you fix.

Important interview questions to Hiring an SEO Client

1.What is your budget for this project?

Often times clients have no idea what they are willing to spend. Require at least this much reflection before proceeding with them. If they want to start by negotiating rather than discussing their needs, it might be a warning sign that they are not ready yet to work with an SEO consultant.

2. When are you ready to start this project?

This will create a sense of purpose for both you and the prospective client. When is this going to happen and how long will it take? Only good things can come from asking this.

3. Are you the one who decides about these types of things at your company?

Obviously, if you are speaking to the owner, it’s the wrong question to ask. Maybe, “Is there anyone else involved in deciding how to hire an SEO consultant?” You’ll get a sense if they are fully committed to hiring someone or looking to pass the buck in order to give a polite, “No” to your offer.

4. What is the lifetime value of a new customer?

Some clients might find this a too direct question and will be taken aback but a serious client who understands your value will see it as an opportunity to imagine how much more they can make if they had more customers on their website. Watch their behavior for the answer here, this is a key to determining who is an ideal long-term partner.

5. Why do they buy from you and not your competitors?

Perhaps a bit antagonistic but clients will need to understand the value proposition in their own business if you are going to be able to leverage their strengths and lessen the exposure of their weaknesses in searcher intent.

Other questions to bring to the table when interviewing your prospective client include:

  • What do they buy next?
  • What is the value difference between an organic search lead and an email marketing lead?
  • Who is growing faster than you?

The obvious follow up to any of these questions is “why?” 

With this mindset going into any meeting with a new client will demonstrate your professionalism and probably grant them unexpected value by exploring the most difficult questions in their business. They might not hire you but they will leave the meeting all the richer for it.

Don’t underestimate your value and make sure you are seeking the best SEO client for YOUR business. The highest paying isn’t always the best opportunity for your SEO business to grow.

 

lead gen funnel costs

How to Manage Costs in Lead Gen Funnels

Although I primarily focus on content marketing, on-site optimization and linkbuilding for my clients. There are excellent cost-effective opportunities in generating leads on your sites by using paid ads on the main pay per click platforms online. Used in conjunction with organic search techniques, the one-two punch ensures that your business will see fast and steady gains in customer acquisition.

Here are some very important tips to keep in mind when managing costs in your lead gen efforts.

First, some general ideas about your landing pages.

Tips to increasing your click-through rate for paid campaign funnels

 

  • This might be obvious but I have seen many times where the text on the landing page with the copy in the ad did not match! Any ad network which is cost-effective cares about this and spends a considerable amount of AI resources in ensuring that they are complementing what users are searching for.
  • HEADLINES ARE IMPORTANT. Make them memorable and informative.
  • Put the contact form as high on the landing page as possible. Making users scroll and scroll is kinda old hat and doesn’t give most educated consumers a feeling of integrity. Scarcity is important but not for gathering leads. That comes later when it’s time to convert them.
  • Minimize the number of lines of info required in the contact form. Less is more.
  • Just like in Organic search, page load speed is important in getting the lead to stay on the page. Don’t sabotage yourself with a free landing page server which doesn’t load fast enough to keep their interest.
  • If you are using a custom landing page make sure it’s responsive to mobile devices. If you are using a template service like Click Funnels, it will already have this functionality embedded so it won’t be anything you need to worry about.
  • As with your ads themselves, A/B test colors, text and layouts for your landing pages too. There are many theories about what works and what doesn’t but it’s just that, a bunch of theories. If everyone had the same results there would only be 1 website for each search. Think about it, people are complex creatures, especially when it comes to making purchases! Do you really know what makes buyers tick? Test and find out!

 

Ads should be cost effective and increase your click through rate
via GIPHY

Specific tips for managing costs on Google Adwords and Bing

  • Set up your campaigns with a flexible structure but be sure of the target keywords before you begin.
  • Spend a considerable amount of time developing a negative keyword list to avoid irrelevant clicks. Junk search is probably the main problem with CPC and something you want to attack with total vigilance.
  • Create single keyword adgroups. This is an important part of making a flexible structure. You’ll discover more relevant keywords as your lead gen funnel and customer base develops.
  • Ad groups should be further refined to include different operators allowed such as: broad match, exact match, modified broad. Observe which ones perform best and ad additional budgets to those which outperform.
  • Bid modifiers should be adjusted according to time period, week and devices. You’ll find some ads work better at different times and days as well as mobile vs desktop.
  • Don’t ever start with the default bids in any ad network. Remember, these are automated auction systems, they are not designed to save you money but quite the opposite!
  • Adjust your network settings by trying display network, search, partners, etc. Although this requires a larger budget it is very instructive to know where you generate the best ROI for your CPC budget.
  • Optimizing ad copy to match your keyword list is perhaps the most important tip I can give you. You’ll receive a better quality ad score and the ad will be featured more prominently compared to competitors even if you bid less. So spend some time to work on the quality score until it’s above 90%.

 

 

facebook ads should be matched to their target demographic via GIPHY

Tips for managing CPC costs on the Facebook Ad Network

  • Ad image relevant to text copy is probably the most important element in increasing click-through rate. Facebook uses this as their primary way of measuring the quality of your ad for users on the social network.
  • Target as specific an audience as you can. In some cases, you’ll want to make multiple audiences.
  • Don’t use the audience network option as it will attract too many bots and click happy users who have no buying intent.
  • Explore retargeting options through Facebook pixel. Although a little time consuming to pay off, once you have a pixel which has a sufficient amount of traffic supporting it, you can create laser targeted audiences in your Facebook ads. Worth.the.time.
  • Update ad content as often as you can and test its effectiveness by making new ad sets to compare their performance.
  • Even though it probably costs a great deal more in terms of budget and time resources, video ads actually have lower CPC rates than graphics so try to leverage this aspect of the Facebook ad network if you can manage it.

 

Have any questions about the tips discussed in the article? Contact me by leaving a comment below or on social anytime. I love solving marketing problems with business owners online. I also have an excellent CPC calculator that I would love to share with you. Just message me and I’ll send it over.

 

 

 

 

 

 

SEO Questions Most Commonly Asked Online

Why do people hire an SEO consultant anyways?

Imagine a Tennis Coach. Not a great Tennis coach like the one Novak Djokovic recently rehired but one who feeds balls to your younger brother after school at the local park.

He’s not going to break any records in success by any means. But after a while, he’ll sense an opportunity to set up his own business. He’d been grinding away every day for ten years as an employee for the City parks and recreation department.

Not a particularly noble pursuit.

So Jeff, yes, most coaches are named Jeff, decides to set up a website and he calls it “Jeff’s Tennis Academy.”

Great, now all he has to do is wait for people to register on his site and pay for their lessons. The only problem is nobody is coming to Jeff’s site to book tennis lessons. Why?

His website is not properly optimized for people who are looking for tennis coaches.

Before SEO
Jeff isn’t booking new students through his website

Why make an example of Jeff? Because it’s the perfect scenario for hiring an SEO consultant.

What Does an SEO consultant actually DO?

Well if we stick with Jeff’s problem there are some very specific things to be done to get people booking on his website so he can feed tennis balls at the park and get paid fairly in doing so.

  1. Jeff’s website needs to be properly configured to load fast. Jeff was using a free template and server like wordpress.com. While this is great for a casual blogger or grandma who wants to share her photos there are certain things Google just does not like.
  2. Jeff’s Website needs to be easy to navigate so people searching for his service or his great tips on how to hit your serve like Djokovic are available without much effort.
  3. Jeff’s website needs to encourage people to actually book their tennis lessons through his site. It needs to be properly optimized for CRO (Conversion Rate Optimization).
  4. Jeff’s website needs to provide multiple means of reaching him via social, chat, email and telephone.

As you can see, an SEO consultant does a lot of rather specific but wide-ranging things to improve the search opportunities for Jeff’s website.

An SEO Consultant...
  • Optimizes your site for speed load
  • Ensures your site is easy to navigate
  • Finds the correct keywords to feature on each page
  • Encourages users to become customers once on the site
  • Finds other sites to link back to your site
  • Fixes errors that Google might penalize your site for

 

How to Get Jeff to Hire You As An SEO Consultant?

This is no different than any business where you are considered an expert.

An SEO consultant needs to work tirelessly so they can be recognized as an SEO expert.

The good news is there are many forms of SEO expertise and the type of consultant that Jeff needs is going to be exceptionally different than the one another much more famous Jeff would need.

Yes, Amazon is perhaps one of the most aggressive users of SEO consultants on the planet. After all, they are the go-to search starting place for 49% of buyer intent (also referred to as searcher intent) on the internet as of last year. It means that not only do you need to optimize websites and other branded social media properties for clicks but you need to research, where is the traffic likely to come from.

There are some great tools that can help you with that. Perhaps the best one is Google’s own search console. Here’s a super basic trick I use to find what people are actually searching for when Google suggests your site.

Steps to getting more chances on appearing in multiple search engines.

1.Open search console

2.Tick impressions

download google search impressions
Google is trying to match your site all the time with searches, just follow the info and let them be your guide.

3.Download the list of impressions Google matched to your site

4.Clean up the list (make sure there are no irrelevant keywords)

5.Filter these keywords by their value to your brand. Keep in mind the more competitive the more expensive and time consuming it will be to rank for those keywords in all search engines.

easy keywords to target
The highest volume lowest competition in the list.

6.Attack the “low hanging fruit” with multiple forms of content. Blog articles on your site, guest posts, videos, and reviews. This is the dirty secret to great SEO: THERE IS NO SECRET ITS JUST CONSISTENT HARD WORK 

 

So how to become an SEO expert again?

Practice!

Subscribe to the SEO Quora Feed where experts and wannabe SEOs from India often give tediously long answers to simple questions.

seo quora profile
(yours truly is guilty of this too!)

Write about very specific SEO issues that you observe in your own SEO research.

Test results when you implement strategies and refine them according to the data which you discover. Don’t be afraid to report on errors you’ve made in the process though.

Here are some of the best SEO studies I’ve come across on the web that have actually made me better at optimizing websites for my clients.

 

The Best SEO Experts Report their failures and successes

One of the best ways to develop a reputation as an SEO expert is to talk about your failures. Some of the world’s leading SEO experts have made millions talking to sold-out audiences about the mistakes they have been responsible for. One of my favorite new SEO gurus on youtube is Chase Reiner.

SEO failure
One of Chase Reiner’s most endearing SEO videos is about his failures.

This guy is fearless. He’s been broadcasting live while giving free site audits on local businesses for more than a year now and if you were to review some of his older videos you would see a very different type of SEO being practiced. I have to give him credit. He’s really opened my eyes to the value of self-improvement in the public sphere.

Now that Jeff finally found an SEO consultant that matched his budget and objectives, he’s now fully booked and enjoying life finally. He’s not training champions just yet but he heard about a kid who hits the ball like a freight train and just loves to play with fuzzy yellow balls. So if there’s a chance for Jeff in building a business online, there’s a chance for pretty much anyone.

After SEO
Jeff no longer teaches at the park after school. He books his own hours through his highly optimized website. His SEO consultant changed his business for the better.

 

If you are looking for an SEO consultant and you run a small business online, you should probably give me a shout.

I have some pretty interesting ideas about how to run an SEO campaign which will make you a lot more money online. Don’t just take my word for it, ask Jeff himself. Well, not Jeff, but take a look at this SEO case study on one of my oldest and most successful SEO clients.

Warm Leads

Warm Real Estate Leads

Real Estate Lead Generation is probably one of the oldest forms of Internet Marketing in existence.

While the conversion rate is probably one of the lowest in online marketing at 4.4%, the upside is too large to ignore.

 

We’ve gone through some of the marketing funnels popular in the industry and we’ve seen which ones work and which ones really don’t work.

 But first, a warning about lead generation. 

Nowadays you have to be cautious about generating leads and selling them too. There is a litany of federal and state laws to be wary of.

Some privacy laws to stay clear of in generating real estate leads include:
  • No reselling leads of people who have opted-out
  • Don’t promote lenders who you are in relationships with
  • Stay in accordance with the Consumer Financial Protection Bureau
  • Always be in compliance with Fair Lending Laws set forth by the SAFE Act

Types of Warm Leads that really convert

 

1.Facebook funnel lead generation.

Things required:

  • Landing page on your site (here are some free examples)
  • Lead capture form (see our form below)
  • Facebook page to run the campaign from
  • Visually appealing image for facebook
  • Ad budget
  • Split test at least two different images and ad copy for the Facebook ad.

2. Linked In Mail campaign

Things required:

  • Fully optimized personal profile that demonstrates your business acumen
  • Group loosely related to your business but hyper-focused on your location

  • Leverage the linked in built-in search function
  • Engagement with existing connections. (Time-consuming!)

 

In conclusion

Although Linked In does not offer inbound marketing opportunities in the same volume as Facebook, it does provide immediate feedback whether or not your efforts will convert. A healthy balance between these two powerful social networks should be employed whenever possible

Are you looking for Warm Real Estate Leads?

We have spots available in your county or neighboring county nationwide. Fill out our basic form below and we will get back to you right away. Or if you don’t have time to wait you need leads now, message me on facebook and let’s get you smiling and dialing today.

 

What Our Leads Can Promise You

No double dipping (all leads are instant and sent to you in real time)

Our leads are compliant with personal privacy laws

These leads are exclusive to your business and your region

Home buyers are qualified by demographics

The warm leads you receive are geo-targeted to your county

Our qualification process ensures these are MOTIVATED buyers

 

 

 

 

 

 

Technical SEO Tips facebook

Duplicate Content Warning: when media attachment files index

Recently there have been reports of  WordPress websites indexing media attachments as pages on their own. This is a problem as it creates duplicate content on your site.

Normally you can redirect these images back to the parent page (ie, the actual blog page) but nowadays this option is nowhere to be found with the free version of Yoast.

Where did you go oh faithful redirect option in Yoast?

 

 

There are multiple solutions suggested for the problem. However, one warning from most in the know is that you should never handle the issue via robots.txt.

Update: A very easy fix popped up which renders this a minor issue from now on. Take that YOAST!

The easy steps to fixing the duplicate media attachment file issue.

After completing these steps, media attachments should not be a problem any longer. They simply won’t index.

  1. Find your xml sitemap and confirm that it has an xml url with the following: /attachment-sitemap.xml. If you see this you will need to request deindexing.
  2. Make a list of all the urls in the xml file by opening the sitemap for inspection.
  3. Collect the urls for submission in your search console/ webmaster tools. Not sure where that is? Check here.
  4. Install the bulk removal plugin on your site so that the files do not come up when your site is reindexed.

Why is this such a priority for SEO? Google will be unable to access the page to deindex it. You will hurt yourself twice and won’t know why you can’t get the page to stop appearing in your search.

Yoast used to be very helpful in this matter. They allowed you to deindex media attachments and it worked without incident. Recently, they have been pushing very hard to get WordPress site owners to upgrade to Yoast Premium and it’s been suggested that this is the reason why the deindexing option is not always available in your plugin settings as it used to be.


  1. How to check if your site has indexed media attachment files?

    Use this simple search string in Google search:
    site:yoursite[dot]com + inurl:”attachment” on Google.com

    The solution: Once you have deindexed these nasty attachment media files you’ll need to head over to search console and with the list of URLs you discovered above you’ll need to submit them for deindexing. This is time-consuming and sadly there is currently no tool on the market to speed up the process. Hopefully, you have a loyal and trusted assistant as most technical SEOs do nowadays who will plug these in and request they be taken out of the search results.

    As this can potentially be a serious duplicate content issue if you have 100s or 1000s of media attachments on your site, it is imperative that you find a solution to the problem before it affects

    a)your crawl budget 

    b)your quality score

    Both of these will directly affect your keyword rankings in search.

    Having trouble making sense of this technical SEO issue? Help is just a call away. Schedule an appointment with me below or simply reach out on facebook and I’ll get you sorted in no time. As I like to say, hard problems are no problem when it comes to SEO.

searcher intent content

Develop Content for Searcher Intent

In my last post, I explained what searcher intent was. In this article, I am going to lay out exactly how to develop your content to match searcher intent.

It’s important to qualify the stage that the searchers intent is at once they reach your webpage. In most cases, they are not ready to buy and require additional information. It is your job to funnel them to the appropriate page or place on the page to enable them to continue down the buying process.

Types of Content to Match Searcher Intent

Awareness of a product.

Here you write about the environment surrounding your product. Set the tone and customer avatar. Who is the most likely user of the product, what do they care about and how do they live their life? Integrating the product into the lifestyle can be established with content at this stage.

Forms of content include related news events, general topic posts to identify good and bad sides to a lifestyle choice and graphic media forms like infographics are popular at this stage. Information not sales are the best way to establish an awareness of the product.

Some example of Awareness Content:
  • “Are there marketing agencies for cryptocurrencies?”
  • “The emergence of cryptocurrency focused marketing agencies”
  • “The most well-known marketing agencies for cryptocurrencies”

 

 

Discovery aspects of a product.

Motivation is key in this second phase. You have to assume they are already thinking about how the product or service will benefit their life. Content should originate from this assumption in the discovery phase. They know they need this product but they are not sure of the exact specifications that will satisfy them.

It’s also important that they are in the correct place on your site at this point. They should not be on the homepage and they should probably not already be on the buying page. There should be sufficient information framing the product in an article or media format to keep them engaged and beginning to discover how exactly this product will enhance their life.

 

Some examples of content in the Discovery stage:
  • “Is Patreon right for my brand?”
  • “How does Patreon create a membership page for my subscribers?
  • “Take a look at what goes on inside the Patreon office place.”

Enabling purchase of a product.

At this point, the customer is ready to buy but you still might need to offer them a final push to get them to break out their credit card. They have either been in touch with how they can purchase or some specific issue about warranty conditions or problems they had in order to pay. Your content should reflect this understanding and head off every common buying objection that might arise.

They will have searched for something with a purchase intent such as:

  • buy+[your keyword]
  • order+[your keyword]
  • find+[your keyword]

It’s likely that they will respond well to an instant discount if you are tracking their movement on and off the site. Either a popup or a  live chat message would be a strategic possibility. This is veering more into conversion rate optimization, but it is still important to mention.

Some examples of content in the Purchasing stage:
  • “Should I buy my goose down coat online?”
  • Remarketing via facebook pixel: “10% off goose down jackets for the next 24 hours.”
  • Legitimate testimonials from affiliates and satisfied buyers: “Why you should buy your goose down jacket from Pixeo, they were amazing.”
goose down jacket on Kate Upton
source: Sports Illustrated. Kate Upton “validating” the purchase stage of content.

In summary, there are three important but distinct forms of content to develop supporting searcher intent. Make sure they are properly positioned on your site and in links built back to your site. Establish credibility with your buyers by supporting their psychological needs at each step in the buying process and you’ll be rewarded with a higher conversion rate.

How to Find Searcher Intent

Before building a page to sell your product or service, you need to establish how people would search for your site. The main goal is to provide a solution to their problem so you have to frame the question in the most immediate and clear terms possible.

 

Let's define searcher intent first.
The purpose for someone’s search query to find a product or answer to their “problem”

 

What are the different kinds of searcher intent?

A featured snippet about customer avatars

People search for information. They ask Google direct questions and nowadays you can find the answer within the search result without any need to leave the google page. SEOs call this position zero or featured snippets.

Learn how to gain a featured snippet by contacting me today.
commercial searcher intent
Clockwise: 1.Location-based searcher intent 2. Product guidance intent 3. Brand based searcher intent 4. Idea based searcher intent

People search for products they want to buy now. This has become a massive market for Google the past few years. Google can now distinguish between different forms of buying intent. Do you want to buy locally or online? Do you want to buy from a shopping search engine (like google shopping) or from a direct website like Amazon? Google has learned to match the best result to your needs so it’s important you provide the correct metadata when building your website so you are easily found.

site based searcher intent
Have you gone to Google to log in to your Gmail?

People search for other sites. It might seem humorous to watch but a lot of people go to Google to find urls which are obvious to the more experienced internet users.

People search for products they are considering buying. The prevalence of sites which do nothing but send you on your way to Amazon (affiliate sites) is so pervasive, it’s almost certain that when you search for a product one of the top three sites will not actually be selling anything at all. For the most part, these sites provide a service. They inform you about the pros and cons of a particular product, but sometimes they are only motivated to get you to buy the most expensive product in the niche so be careful when reading reviews.

Building a Landing Page With Searcher Intent in Mind

This is the main point of the article. How are you going to build a landing page with the searcher intent properly framed to match your product or service? There’s no hard and fast rule about this. As the seller you have to understand your market and your customer. If you don’t you’ll probably fail in your business regardless if its online or offline. There are a few ways to illuminate what your searcher intent might be.

split testing for searcher intent
There’s no limit to what you can split test to determine effective searcher intent.
  1. Split test different headlines and presentation styles. Try something flashy, try something conservative. Change up the color orientation of the buttons and the shades of the product images. Observe which landing page performs best and further refine until your sales numbers are growing at the healthy pace.
  2. Explore different sources of traffic. Some products do better on social media while others perform better on Amazon. Some products even require you to give them away and get people comfortable with them before they would even consider putting up money (hello New York Times online!)
  3. Experiment with psychological marketing techniques. Scarcity, reward programs and different levels of customer service are all effective forms of discovering customer intent.
  4. Competitor semantics. Look at how your competitors speak to your target customer and apply a similar rubric.

If all else fails you can always just ask your friends and potential customers. How can I find you online? Where are you most likely to discover my product and how can I make you a satisfied buyer? You’d be surprised, a lot of the time all it takes is some open-minded listening and most people will be more than pleased to offer their priceless opinion on how you can take their money.

If you’d like to discuss searcher intent with me or argue anything mentioned in the article, leave a comment or contact me on facebook anytime. I am more than happy to discuss your marketing needs.

Have a common question about SEO? Have you checked my FAQ lately?

 

Why Cryptocurrency is Not a Marketing Niche

Note: this article deviates from the SEO articles I normally write about but I believe the issue is important enough to post on my agency blog.

Adweek recently wrote a FUD piece on why you shouldn’t waste your time marketing to the cryptocurrency niche. This is an article to dispel the myths they are promoting.

Bitcoin is not a Product to Sell

Bitcoin will affect every industry which deals with trust, information systems, and finances. Yes, even marketing will find uses for cryptocurrencies and the tech which it has been developed on. This is not a new “thing,” it is a left-field solution to some of the fundamental problems of our modern age. The “cryptocurrency niche” is much larger than any one particular idea or marketing opportunity.

bitcoin is not a product
Bitcoin will one day be looked at the same way we look at Wikipedia: A utility of access to information. Source: Flickr

Issues such as banking costs, property loss, accurate record keeping, and cybersecurity are tantamount to the stability of our society. If cryptocurrency was just a hot niche it might just be related to some fashion trend like the sexy jean shorts or a new material for athletic shoes. It’s just not in the same narrow industry framework, sorry.

Cryptocurrency is trying to replace cash systems in many instances. They got this right at least in the Adweek article. However, it’s unreasonable to talk about Bitcoin as a failed experiment just yet. Yes, it’s inconvenient and slow compared to using a credit card. But it’s neither credit nor is it a form of cash in its current incarnation; it is an exchange of value a lot like Gold or silver coins used to be.

That might sound silly but we used to accept the value of the USD because it was BACKED by Gold, not because the government said it was worth a certain amount in the marketplace. Bitcoin will eventually operate in the same manner. Not as cash but as a store of value that backs another coin exchanged for goods and services (which will replace cash).

Cryptocurrency Brand Awareness

The brand awareness of Bitcoin and other cryptocurrencies has been on the rise if you look at Google trends. To compare it to the brand recognition of Visa, you can see that it not only is growing exponentially, but it has bursts and retracements the same as its price patterns. As a toddler in terms of its existence compared to Visa, I’d say it’s had quite a run and its only at the beginning of its lifecycle. The end is nowhere near in sight.

Bad PR about Cryptocurrencies

The fluctuating value of Bitcoin does create some short-term risks in accepting it as a form of payment. This is undeniable.

But there are already merchant services which allow you to accept it and instantly sell it for fiat at a price which is both lower and more efficiently settled than credit card processors.

There are also ways of protecting the value of bitcoin already. The bitcoin futures market was in the news late last year. The reason? To allow larger market participants to hedge the value of their investments in Bitcoin. This is a traditional means of protecting real-world transactions. And in this case, it allows you to do the same in Bitcoin. This is exactly what airlines and logistics companies do every single day.

An Absurd Notion About Bitcoin
The volatility in Bitcoin is extreme but the Crude Oil market is comparably volatile and you don’t see the transportation industry trying to outlaw the Oil cash market, how absurd would that be!

Every day there is FUD about Bitcoin, even when the price rockets there are critics who find a way to paint the developments with as dark a brush as they can. So it shouldn’t be any surprise that the full issues are not reflected in the daily news and positive developments. Developments which are actually arising daily are left without much public conversation.

Pay attention in the next few weeks to the Lightning Network. This is an over the top technology (O.T.T.) which many experts say, to use a lazy analogy, will push Bitcoin into the Web 2.0 level and make cryptocurrencies exceptionally easy and cheap to integrate into your business plans.

Adweek, again, says that associating your business name with cryptocurrencies is somehow a reputation management risk. This is so short sighted its laughable. It is probably true that some sectors of the banking industry might think twice about advertising that they sell cryptocurrencies but even so, there are already banks starting to see the revenue generating opportunities. They will certainly come around and by the time they do, they’ll look like dinosaurs. Anyone remember this?

 

Partnering with a cryptocurrency for transactions is just one facet of opportunity in the space. There are also important considerations in integrating proof of stake, blockchain and trustless transactions which will both protect you and save your business enormous amounts of money.

Use Cryptocurrency to leverage your marketing strategy

Aligning yourself with the “cryptocurrency niche” right now might put you in the camp of a revolutionary or a dreamer who doesn’t understand “the way the world works.” But it’s only a matter of time before people start jumping in head first. This is what happened in the Marijuana industry as States panicked when they saw the tax revenues in Colorado. Look at Altria and equally dominant pharmaceutical companies. They are aggressively investing in marketing so that they can be known as “Pot-friendly.” This is more than likely to happen in a very similar manner with cryptocurrencies and the surrounding tech.

proudly run on blockchain

One day soon, pasting a banner on your website which says, “Proudly Run On Blockchain” will be the 2000s equivalent of “We Use Consumer Recycled Paper.” It will become a cliche.

If I can give one bit of free marketing advice in this article it’s this: Don’t get left behind. Start integrating a cryptocurrency marketing strategy into your business today.

Let me know what you think in the comments and if you have any needs to help optimize your brand for the cryptocurrency space, I am always available for a chat.

Cryptomarketing2018

Crypto Marketing in 2018 [Infographic]

The rules in Cryptocurrency marketing strategies are not all that different from other forms of digital marketing. But there are a few things you need to pay attention to in developing your strategy.

 

What follows are the most important aspects of Crypto Marketing strategy in 2018.

Social Media is everything.

While the traditional outlets for social media like Facebook and Twitter are important in launching a brand in Crypto, there are additional channels which need to develop to gain the trust of the community. Creating active discussion related to your ICO or cryptocurrency product are perhaps the difference between life and death in the space. These include:

ICO investors actually check the social metrics of a coin before deciding if they want to buy into it. In this case, perception is not everything, it is the first and last thing which people are checking.

Recently, a compelling argument was made that investing in cryptocurrency is a rare situation where marketing the ico or token after you have invested makes for the opposite effect of being in a traditional early round investment situation. Unlike the normal angel investor situation, the more investors that come on board after you, the more likely you are to lose a percentage of your ownership. This isn’t the case in cryptocurrencies. More than any other reason, marketing in cryptocurrencies benefits everyone who believes in the product or token. This will naturally increase the value of the network or the token.

Consider the value of social media in cryptocurrency marketing and you’ll realize this is a unique and perhaps paradigm-shifting opportunity. And many crypto investors believe we are in the very nascent stages of mass adoption.

crypto user share by global region
The English speaking social media sphere has a huge opportunity. Source: Cambridge Judge Business School

Even more compelling for cryptomarketing campaigns is that the penetration rate in English speaking countries for crypto user breakdown by region is only 17% for English speaking countries! Consider how dependent English speaking user is on social media for their daily life and business opportunities and you’ll realize how indispensable social media followings are in your crypto marketing campaign.

 

Building an easy affiliate system for early adopters.

These days people do not just buy into a new technology, they become its spokesperson too. It’s a natural extension of their identity. You have to reward these users generously and consistently. An affiliate program which is easy to manage and pays out in your coin or in other cryptocurrencies which are liquid and lack controversy is an excellent way to spread your marketing message in the cryptocurrency market.

Perhaps the best use of this I have seen is Bitmex who pays out a very generous commission for the lifetime of the account. In addition, it pays out higher the more BTC the new client trades.

Issuing press releases in Crypto focused areas of the Web

Normally press releases are issued at traditional news outlets. They can barely be heard above the daily noise. But a well-positioned press release on sites like Coindesk or CoinTelegraph should give your marketing project a fighting chance. That’s, as long as it can pass the crypto bullshit detector test.

Blog regularly on popular sites.

Tech friendly blog platform Medium showing off their creativity.

The obvious winner here is Medium.com. Since the tech community openly embraced the platform, getting a post to go viral on their site has gotten easier and easier. Give a clap, send a clap. Share an article get an article shared. It’s simple. If your content sucks, you’ll get flamed but people will still share it. It’s a can’t lose scenario if you can blog regularly on crypto related topics so get going and go at it with considerable flair if you dare.

Make a splash in Bitcoin community forums

It’s important to build credibility in the long-standing traditional places like bitcointalk.org (the search function on this forum barely works) where enthusiasts dwell and share legitimate information. Without these communities, all the social networks and chat groups don’t have much info to trade on. Devote a consistently large amount of time to making sure your presence is felt there no matter how cumbersome the php styled forums can be on your marketing time investment.

Paid promotion for crypto projects

courtesy: steemit

With the cascading bans of crypto advertising on the main forms of paid promotion online these days, it’s going to require a bit more creativity than other forms of paid promotion in marketing. Fortunately, there are some really solid paid traffic channels available which accept crypto focused campaigns.

Embrace Crypto influencers who have a loyal following

This is at the bottom of the list for a reason. The majority of respectable influencers in the space do not openly advertise that a part of their reputation can be bought. In fact, the entire point of building a legitimate following in this part of the web is that they are unbuyable.

But the truth hurts. When the market starts to turn and the price of bitcoin is not making them overnight millionaires, they will begin to compromise on some of their values. Just have a gentle and persistent approach to making an offer to them. Don’t be too gaudy about the monetary aspect. Offer a mix of your own ICO and current well-favored coins in the market. Its the human nature of things, everyone really does have a price, even in the idealized crypto space.

In order to see your cryptocurrency marketing project launched successfully, you could lay this plan along with other basic SEO and marketing ideas on your own or you can talk to me about how we can cooperate. My ears and eyes are always open for a new crypto marketing opportunity. So, get in touch or leave a comment below. I would love to hear from you!