When a person visits a website, they are almost always searching for a very specific piece of information.  

As writers and domain owners,we are always quick to assume that we know what that one thing is- people are here because they want to buy our products and services.  However, that’s rarely the case…at least not initially.

For instance, you stumbled across this blog post while navigating the Upstate Synergy website.  Does that mean you have your checkbook in hand ready to become one of our clients?  

Of course not.  You want to see who we are as a brand first, how well we know the digital marketing realm and what solutions we offer.  And even then, that doesn’t mean you’re here to buy anything.

 

Again- you’re looking for some type of specific information.

 

 

Do you see that sexy hunk of modern muscle car above?  It pained us to put a sub-header over it because it is so darn beautiful.  That’s the new 2017 Mazda RX7.

Let’s knock out a quick examle for using Mazda USA and an example-

The home page would has some great hero images with  snappy text.  We’d also see our standard product pages, an about us (Why Mazda), a dealer page, shopping tools and a link to some testimonials.

We already know that the average buyer is going to be looking for things like fuel efficincy, overall horsepower, available colors, etc.  So they did well by working all of that information in on the homepage or the first landing page for each vehicle.  That’s essentially where the pyramid starts- going from the homepage to the eight different models that Mazda sells.

Each major category page also has content that’s light any airy.  We love the negative space to make each photo the star, plus they have some handy tools to learn about the specifics.  The layout of each vehicle page matches the exact process a salesman would present the car inside a dealership- so that’s perfect for the buyer’s journey.

However, you can’t forget about the car fanatics of the world either.  They want real information.

For instance, what’s the rear differential on the Mazda 3 sedan?  What’s the recommended mileage for changing the transmission fluid?  Does it require premium unleaded?  

One the Mazda USA site, this problem is loosely handled by providing product brochures, spec sheets and numberous other resources at the bottom of the homepage.  But is that the best way to ensure that the customer sees it?  

Definitely not.  It personally took me over eleven minutes to find answers those three basic questions.  

So while Mazda did well with “read more” and “learn more” buttons for each section, the information shared is simply too generic to meet all customer types.  We hit four different dead ends trying to answer basic questions and had to completely start our search over in other areas of the site.

Don’t forget, we’re talking about a specific car from a specific company that we’re already in love with.  If this was an example for printer paper or life insurance, we would have given up after 10-15 seconds of looking.  

Nobody earns 11 minutes of patience in cyberspace- not even Mazda.  After all, he new 2017 Ford Viper is even more gorgeous.

 

 

The post Does Modern Design Destroy Your Content Flow? appeared first on Upstate Synergy.

Do you ever get the feeling that if you could only talk to some of your ideal customers and show them that you’re the real deal; that it could really change things in a dramatic way?

I was thinking about that today when I realized that I have more clients in Los Angeles, Detroit, or Chicago lately than I do in Spartanburg County.  Sadly, my local networking has really been lacking in recent years because I stay so busy with larger national clients.  At the same time though, I started Web Synergy years ago because I wanted to impact local businesses right here in Greenville, Spartanburg, and Asheville…so it’s time for some serious changes.

I decided to start a new “Lunch with Friends” campaign for Spartanburg County and the surrounding cities, and it basically works like this-

• Visit my online calendar and choose a date to sit down for lunch together
• When we meet I’ll answer each and every one of your online marketing questions
• I’ll help you create an action plan to optimize your website and fix any issues
• We will also look at the fastest way for you to start gaining new customers online
• I’ll waive 100% of my consulting fees as well…just pick up the check

What am I looking to gain from this?

As I said, I would prefer to have all of my clients locally within the next few years.  I would rather help you out today for free and make a new local contact to network with, or possibly even gain your business.  But either way, you’ll receive my expertise and we both walk away big winners.

So if you’ve been wondering how to significantly boost your online presence, this is the perfect time to learn about search optimization and online marketing from the top authority in the southeast.  I’m looking forward to meeting you soon!

How to Land Almost Any Job on Upwork

by Keith Koons

For the past decade, I have consistently been one of the highest grossing freelance writers on Upwork (formerly Elance and oDesk), the largest freelance job site around. In four of those years, I was the #1 individual in the world for the writing category, and I can...

Use Content to Build Links & Your Brand in 2018

by Keith Koons

Content isn’t just something nice to have – it’s one of your most tangible brand assets. Use content to build effective backlinks that are going to stick, and actually benefit your business and brand. Content-oriented link building is some of the most effective link...

Does Modern Design Destroy Your Content Flow?

by Keith Koons

When a person visits a website, they are almost always searching for a very specific piece of information.   As writers and domain owners,we are always quick to assume that we know what that one thing is- people are here because they want to buy our products and...

Twenty-Seven Reasons to Never Hire a Website Designer

by Keith Koons

Never hire a website designer?  What kind of idiot would actually say that out loud?  Before you start throwing rotten tomatoes at your screen, just hear me out… After all, if you want a great cup of coffee, then you would visit the best coffee shop in your town.  If...

Web Synergy’s “Lunch with Friends” Campaign

by Keith Koons

Do you ever get the feeling that if you could only talk to some of your ideal customers and show them that you’re the real deal; that it could really change things in a dramatic way? I was thinking about that today when I realized that I have more clients in Los...

The Death of Keywords in 2018

by Keith Koons

I need to ask you an important question here- and be honest.  How much do you really focus on keywords these days? Well, I’m going to let you in on a little secret, and you have to promise not to tell anyone about this.  Not even those self-proclaimed SEO gurus that...

The post Web Synergy’s “Lunch with Friends” Campaign appeared first on Upstate Synergy.

Well, I’m going to let you in on a little secret, and you have to promise not to tell anyone about this.  Not even those self-proclaimed SEO gurus that fill our LinkedIn feeds with daily content…especially not them.  Because I’m about to ruin the scam of the century for an entire industry that’s filled with snake-oil salesmen, con artists and self-promoting idiots.

Are you ready for it?  Keywords are officially dead in 2017.

And just so we’re clear here, I’m not saying that there’s no such thing as keywords anymore.  Keywords are just some words placed together with other words…so obviously they still exist.  But they’re just not important.

Take this website, for example…and this very blog.  We all know that to properly optimize a page under SEO standards, we have to get the keyword in the title, in the very first sentence and again in the first subtitle.  Yet I haven’t used any of my site’s primary keywords.  And look down the page- there are no subtitles either.

But guess what?  You’re still reading this…and visitor engagement has surpassed silly things like meta-descriptions and keywords a long time ago.  Google has said so like a billion times.

Heck, “engagement” is probably Matt Cutt’s middle name by now…and he doesn’t even work for the search engine giant anymore.

Now, you may be pondering, “But what does it all mean?  How can the Earth survive without things like keyword density and anchor text?”  Before we get to that, I think it’s important for all of us to remain calm.  Go pop a Valium if necessary, because this feeling of utter hopelessness will pass by the end of this article.  I promise.

And just ask my kids- I may exaggerate all the time, but I never lie.  A promise is something worth keeping.

The truth is that keywords have actually been dead for quite some time now and in most cases, they’re completely unnecessary.    After all, the search engines have a very clear picture of what your website is actually about and one more blog post won’t tip the scales in your favor.

Now, you may come from the school of thought where you’d say something like, “Well, keywords definitely aren’t hurting my website, so why should I stop focusing on them?”

That’s a great question.

But unfortunately, you’ve been so obsessed with keyword stuffing for so darn long that you’ve completely forgotten what a keyword or a key-phrase is in the first place.  It’s just a series of words people- every single word on this page is a keyword.

Well, okay…maybe not all the “the, and, our, but, it” and words like that…but the rest are certainly keywords.  And if they are located next to other words on the page, then you have a bunch of key-phrases forming as well.

Before I make this too confusing, maybe I better give a practical example.  I’ll use my website once again.

For those of you that follow me, you know that I’m a copywriter that knows a thing or two about online marketing and search optimization.  And I live in Spartanburg, South Carolina, so naturally by most important key-phrase would be something like, “Spartanburg Copywriter” or “Copy writer in Spartanburg,” right?

Wrong.  Those are horrible keywords.  And I can prove it.

When I tell people around town what I do for a living, about 1/3^rd of them assume a “copywriter” is a person who issues patents.  Or someone who creates laws.  They have absolutely no idea what I do for a living unless they actually have ties to the marketing field.  And that means when they look for someone like me, they almost never type those phrases, even though Google AdWords says that they’re my best bet.

So let me ask you a question- what would my main keyword be then if it’s not “copywriter”?

Well, it could be anything that people type into the search engines these days to find someone like me…and that’s a pretty darn long list.  I see everything from content creator to digital analyst to brand manager on job boards, while your average Joe searches for a blog writer or social media professional.  Some even use “wordsmith”, even though that’s technically not a word.

Do you see the problem here?  I can’t just pluck a few nifty keywords out of thin air and properly reach all of my potential clients.  In fact, I probably couldn’t reach all of them with a thousand targeted key phrases.

That’s why keywords are officially dead in 2017… they died long before you ever took your first lesson in SEO.

Besides, what good does it really do anyway to target the same keywords over and over again?  Google is dead-set on normalizing the search results so you can’t appear in multiple spots for the same phrase.  Either your website doesn’t have quality content and it will never rank for your terms, or it is already ranking well and you’re being repetitive anyway.

Either way, it’s wasted money if you follow conventional SEO logic.

Again, that brings us right back to finding a true definition of a keyword.  But the dictionary won’t help, because the only opinions that truly matter here are your actual customers.  After all, they control everything when it comes to the success of your brand.

Are you with me so far on this?  I promise- a big revelation is just seconds away.

If your main goal is to connect with more customers (and let’s face it; that’s the only reason you do any of this crap), then your main focus is not going to be on a single key-phrase.  Or even your top fifty.  Instead, you’re going to throw the SEO book straight out the window and casually use every possible combination of industry-related jargon you can think of.

And that, my friends, means that there are no such things as keywords anymore.  It’s almost like the Matrix- everything is a keyword, and you don’t even have to take the blue pill.

The morale to this lesson here is to completely forget about keywords except when it comes to your back-end meta stuff, because that’s the only place where it still slightly matters.  But to connect to actual people and to convince them to trust your brand, you’d better be talking in their language…and normal humans don’t say the same phrase six times in a two minute period.

That’s just weird.

So your content marketing goal in 2017 is to simply focus on what matters to your potential customers and to deliver your messaging in plain-Jane English that they can relate with…and then do the exact opposite of keyword targeting.  Instead, try to use every possible variation of what your customers might type across your next 10-20 blog posts.

Guess what?  There’s a term for that as well- it’s called great writing.  And that’s been the #1 ranking factor of the search engines since the early 1990’s.  The best overall content always wins.

So moving forward, forget about those silly keywords and just focus on putting a smile on a potential customer’s face.  As long as you’re doing that, Google will see your value.  That’s all that really matters anyway.

The post The Death of Keywords in 2018 appeared first on Upstate Synergy.

The post Creating a Powerful Content Marketing Plan in 2017 appeared first on Upstate Synergy.

After sharing war stories for a few minutes about incompetent delivery drivers and the perfect blend of cheeses for pizza, the owner asked me if I knew anyone that would be interested in buying his restaurant.  He explained that while the business was still profitable, it seemed like his customer base had continually shrunk over the past five years even though he’s remained highly competitive on his pricing and delivered a great product.

Then I told him what every restaurant owner needs to hear- online marketing is essential for every restaurant in the Spartanburg area, regardless of how big or small they are.
Why?  Think about this for a moment.  How do you order a pizza these days?

For my family, we hop on our smartphones, look at the current specials and then submit our order online…and that’s how over 70% of America does it these days.  That means if you’re still handing out flyers, placing newspaper ads and using other forms of traditional marketing these days, only 3 in 10 people are even noticing you.

For example, my family loves Sidestreet Pizza over in Tryon.  Besides the long wait times, I honestly couldn’t say a single negative thing about it.  The service is great.  The food is great.  I love the atmosphere.  Yet, I haven’t eaten at Sidestreet in at least 4 years.  But I’ve ordered from Dominos, Papa Johns and The Pepperoni Express in Inman dozens of times since then, all because they have a solid online presence and I can see their specials quickly.
Are franchises like Pizza Hut better than Sidestreet?  I don’t think we even need to dignify that with an answer.  But the big chains are making a huge effort to cater to today’s consumer and that simply makes them more relevant.  People will literally settle for food from an inferior brand simply because that’s what they see in the search engines.

And as I explained this to this restaurant owner in Costco the other week, he sort of hung his head in defeat since he didn’t know anything about internet marketing.  Even if I built him a great website, he said, there was no way possible that he would be able to keep up with updates and things that would make him stand out.

He also mentioned that cost was a major issue…and I realized that he wasn’t just trying to sell his pizza restaurant; he was on the verge of going out of business completely.  That’s the only reason why I’m not sharing his name or his location (yet).  Stay tuned for updates though, because I am actively working on his search optimization as we speak.

Now, I could completely relate to his situation.  When that bad ice storm hit Spartanburg back in 2003 and my restaurant was without water/power for over a month, I had no idea how to get my customers back fast enough for it to really make a difference.  I was underwater in debt and the idea of a website would have been laughable for me just like it was for this person.  But then again, I didn’t know back then what I know now…and you can’t ignore that 70% of all consumers perform a Google search before heading towards a local restaurant.

Since I definitely don’t want any other local restaurant owners to feel this way, here’s a quick cheat sheet of simple things you can do to drastically increase your online presence on a tight budget-

• Build a Facebook and a Google Local business page, and start a campaign for people to like your page. My favorite for restaurants is giving customers a $3 off coupon or a free side item for following you on social media…and you’d be amazed how quickly it will be shared and deliver traffic to your doorstep.
• Take the time to register on at least a dozen directory sites like the Yellow Pages, Zomato (formerly Urban Spoon), TripAdvisor, etc. Create complete profiles there and offer a special unique to each website, and be sure to add some photos of your mouthwatering food.
• Ask your best customers to leave reviews for you on those directory sites in-house for an instant $1 off their check total per person (per review). If you’re doing this regularly, then you can simply raise your menu prices by $1 and all the reviews are free.
• Build a restaurant website using one of the free online tools or contact me to create an affordable website for you. Then add the essentials- great photos, a full menu, daily specials, directions via Google Maps, a food blog, etc.
• Use the same tactic to get customers to opt into your email marketing campaigns; just give them a great one-time special to share their email addresses.
• Once you’ve completed the social sites, directory sites and your own personal website, start sharing fun facts about Spartanburg, cool photos, daily specials and other information people wouldn’t mind reading.
• Likewise, every time you post a blog or a new special, share it straight to your social sites for people to see it. Then send out a weekly email recapping what you’re doing for customers.

Now, you may be thinking that most of those things are far outside your comfort zone, which is exactly what the restaurant owner inside Costco told me as well.  But then I asked him- how many times a night do you have to tell your younger employees to get away from their smartphones?  Fifty?  A hundred?  Every one of them is a social media genius- they just don’t realize that their talent for wasting time online can actually become a massive resource from a business standpoint.

And honestly, I do not recommend the free website builders like Weebly since they are hard to customize and rank effectively.  But if you have to choose between doing nothing and launching a basic website…go the free route every single time.  While it certainly can’t hurt, the help it could deliver is enormous.

So if you can’t afford to hire me right now, then put your youth to work knocking out the above list and improving your online presence.  You will be absolutely amazed at how quickly it makes a difference…I’ve seen restaurants go from on the verge of closing to being on track for $50k+ months in a matter of weeks.  It just takes a substantiated effort of communicating with your customers and giving them reasons to pay attention to you online.

If you have any questions about how to market your restaurant online or you need a little more guidance on making your location profitable; then feel free to contact me through my online form to set up a consultation.  Since restaurant management will always be in my blood and I love having the chance to make a difference here in Spartanburg, the initial consultation will only cost you lunch.  Hopefully you know somewhere good to eat.  =)

The post Does Online Marketing Work for Restaurants? appeared first on Upstate Synergy.

The latest Google Panda update is speculated to be a “refresh”, meaning that the search engine giant is simply checking to see who’s been naughty or nice since the last major update in May of 2014.  This means that if you were breaking some of the rules back then but you’ve since repented and got your act together, then any penalties that you’ve been carrying are likely to finally be dropped.

But wait, that’s good news, right?

Yes and no.  While this refresh has been expected by Google for a number of weeks now, the initial change in search queries is far lower than anything seen in the past.  Less than 3% of all search queries have been affected so far and Google has announced that this update will roll out slowly in the months to come so they can better analyze the results.

And that, my friends, is why this is very bad news indeed.

When an update is released over several months, it is almost impossible to gauge the targeted changes.  Since Google has been working valiantly to make Penguin updates refresh in real time, this makes it incredibly difficult to provide insights on the top search engine’s focus.  So consider the days of deep analysis within hours of a Panda or Penguin update a thing of the past.

On the other hand…and I cannot stress this enough…this is an extremely good move by Google from a pure SEO standpoint.  By masking their intentions and making it much harder for someone like me to tell you what ranking shortcuts are being penalized the most, it essentially forces domain owners to do one of two things- deliver a great customer experience or go out of business.

So if you’re the type who has always built your online reputation by providing solid content, frequent updates and plenty of quality information about your niche, then consider this Panda Update another win for Team White Hat.  We won’t really know “how” we won for a few months now but hey- a win is a win no matter how you look at it.

One final tidbit- the last Google Panda update was aimed at helping smaller, very high quality sites to get some well-deserved boost in the rankings, so this current refresh should do more of the same.  So be sure to let me know how your site climbs/drops over the next few weeks and I’ll be sure to give an update as soon as we know more.

The post Newest Google Panda Update 4.2 Changes Rules on SEO appeared first on Upstate Synergy.

On the other hand, the #1 reason why business owners neglect their online presence is because they are not receiving an influx of customers from it, and then they illogically assume that it is because people are not looking online for that type of product/service.  We all know that’s inaccurate though since people use their smartphones for everything these days.  Just look around you…people are likely visiting your competitor’s websites while they’re inside your store shopping.

If you’re not sure if you’re one of our local Spartanburg faithful that’s neglecting their website presence, then here are five things you should be doing routinely-

Posting Fresh Content

Every time you post new content to your website, it’s like sending a distress beacon to Google that says, “Hey, look at me…I care about my customers.”  And in turn, the search engines will begin to visit your website more often to ensure that your readers can always access the most recent content from the search engines.  The beautiful thing is that fresh content doesn’t have to be elaborate articles either- it can be new product descriptions or new services/items, video and photographs, or even updates to existing pages.

Changing Your Homepage

Likewise, changing up your homepage even a little bit can have profound effects on your customers.  That’s why all the big businesses switch up their homepage graphics frequently; it keeps the site feeling new and fresh without changing the actual navigation.  So even if it’s just adding some new photos to your slider or adding a few banners, these changes really do matter in the grand scheme of things.

Social Media Updates

Whenever a consumer visits you on social media, the very first thing they do is look at the last thing posted by your company.  And if the date is several months old, then that tells them that you’re not very interested in communicating with them.  The crazy part is that you can post anything on social media to keep those engagement levels high- it can be anything from store branding to photographs to news content and local information.

Using Outdated Contact Forms

If a customer has to look at your website for more than three seconds to find your email address, phone number, store location or hours of operation, then you are seriously neglecting your website.  In fact, this is the number one reason why consumers leave a website shortly after visiting it for the first time; they simply do not have the patience to hunt down information that you should display on every page.  So if you’re guilty of this, fix it immediately.

Offering Very Little Core Content

Likewise, there is absolutely no excuse for not having great descriptions of what your business does, what products/services are available and why consumers should trust in you.  This is the core of any great website, yet all of us come across horrible domains every single day that can’t answer even basic questions.  Since this type of content also highly influences how well your website ranks, it is absolutely critical for your long term success.

The post Five Tell-Tale Signs of a Neglected Website appeared first on Upstate Synergy.

So that brings us to the big question- what is high quality content in the eyes of the search engines?

Learn to Quickly Grab People’s Attention

If you follow by blog regularly, then you know that I was on vacation in Panama City Beach last week.  On our last night there, I was sitting on a beach chair just a few feet from the Gulf of Mexico, watching the tide roll in and thinking how much the eight hour drive home was going to stink the following morning.  But then out of nowhere, I hear this blood-curdling scream coming from the upper floors of the resort, and I think I was on my feet and sprinting across the deep sand before my mind even processed what was happening.

Did that grab your attention and make you want to know what happened?

Of course it did; that’s what great content does for our readers.  Blogging and SEO content are not about the words on the page at all or the lesson you’re trying to teach; it’s about giving your readers something to cling onto and enjoy.  That’s why I start almost every single one of my blog posts with a personal story- that lets you get to know me a little bit and understand how I see the world around me.

So I suppose you want to know what happened at the beach the other night- don’t worry, I wasn’t going to leave you hanging.  A guy jumped off of the top floor of the resort I was staying at and literally nose-dived straight towards the beach beneath him.  And all I can think of is that he’s definitely dead (or about to be), but maybe I can run fast enough to catch him if I ran harder than I ever had before in my entire life.

But then the craziest thing happened.  A small hang gliding parachute opened up and this lunatic glided down to the sand and landed about 30 yards away.  It turned out that he was a base jumper and did stuff like that almost every night the winds were minimal, and a group of us stood around him like we were talking to Steven Tyler or Dwayne Johnson.  I must have told the guy a half-dozen times that he was certifiably crazy, and he just smiled as he packed up his chute and asked all of us to watch out for security guards.

Make your Web Content Authoritative

In case you haven’t heard yet, Google launched another core algorithm update on June 17^th that appears to highly favor news sites that frequently post fresh content on trending topics.  And since a lot of my readers tend to come here to learn about the latest happenings with the search engines, I didn’t write an entire blog post about it because I couldn’t say anything that is not already posted on other websites.

Why does that matter?

Think about it for a moment.  Let’s say you do a search for “How to Base Jump from the Top of a Hotel?”  You’ll see a few awesome videos there and then several news reports that discuss people cheating death, but there’s nothing anywhere to be found about how these world-class thrill junkies actually prepare for base jumping or manage to walk away unscathed.  And the reason why is simple- it’s against the law, so the people doing this on a regular basis are not about to talk about it online.

Here’s one of a group base-jumping off the Freedom Tower in New York City-

So as we work our way through the search results, every article is exactly the same-

• It opens with the core facts/details
• It shows a few photos or video
• It mentions that these people are insane
• It says that this is a highly illegal activity

What you don’t see, however, is an answer to our questions- how do these guys do it?  How often do they jump?  What goes into the planning for such an incredible act?  And to be a true authority, these types of questions have to be answered for your readers.  If you’re only willing to give enough time to deliver what everybody else out there is writing though, then you get a search result like the one above- lots of content but nothing that really stands out to the search engines.

That means the site with the #1 ranking today for that search could be at #37 tomorrow, while someone unranked could jump to #3.  It’s a pure guessing game when there’s no authoritive content to seize the top spot.  So when you write for your audience, always make sure that you’re giving them more than the average blogger out there.  That’s what makes you stand out.

Forget About Keywords and SEO

You’ve probably heard me say fairly often that I am the top SEO expert in the Carolinas, yet I tell each of my clients that 80-90% of all modern SEO comes from delivering great content.  That may sound a little confusing at first, but it means that things like keywords, meta descriptions and backlinks are nowhere near as important as they were in the past.

Instead, Google is going to look at your content and search for the “people factors”, which are things like how many visitors you have each day, how many pages they visit, which links they click on and how long your visitors manage to stick around.  So as long as you get your keyword in the title and once or twice within the blog itself, then you are literally a SEO rock star in 2015 if the content is getting attention from people.

And since your job is to impress people, your blogs should also be packed with people-friendly things like bullet points, topic-related photos, video elements and other things to make your content just a little bit more interesting.

The reason why is that most of your visitors are looking for something very specific in their searches, and they’re only going to dedicate an average of 3-5 seconds per website to determine if they’ve found some good info or not.  So when they see that a page is nicely formatted with lots of visual elements, they are much more likely to keep reading.  That’s all you really need to know about modern SEO.

Focus on Relationships, Not Sales

One final point on writing great SEO content is to keep the focus away from sales the vast majority of the time.  That’s because when the search engines see a bunch of internal links that point to pages with very little content (like your contact us or sales pages), it gives the search provider an additional measurement on the quality of your content.  After all, if you insert the same link on every single blog post yet very few people seem to click it, then it’s telling Google that you’re not linking to important pages.

So only try to sell in your blogs when there is a clear reason for the consumer to buy…or at least take a closer look.

The same can be said about affiliate ads, but for a completely different reason.  Nothing frustrates your readers more than seeing a page packed with ads, and many people will hit that backspace button almost instantly since they associate lots of ads with bad content.  That means even if your writing is superb, you can still end up with fairly high bounce rates.

With that said, you will notice that I have one AdSense banner just below the categories to the right of this page.  It is likely showing you a re-targeting ad from another site that you’ve visited recently, and Google pays me just over two dollars per click to have it there.  Since this site receives between 5,000 and 10,000 visitors per month, it may seem smart to have it everywhere on my site…but that’s simply bad business no matter how you look at it.

Why?

Even if I had an awesome month and cleared $500 from that single ad, that pales in comparison to what I could gain with one big corporate client reaching out to me.  So I’m not going to risk offending anyone by trying to over-monetize a very minor part of my income, and I could probably do a lot better with a lead capture or a giveaway in place of where that ad sits now.  So be sure to make your content about building actual relationships and let your products sell themselves by the increased visibility.

The post Learn to Write Amazing SEO Content appeared first on Upstate Synergy.

And when I say ideal, I’m not talking about someone that wants to speak to your sales staff or register for a product demonstration.  I mean that I’m THE customer; the one whale of a client you’ve been hoping to land for years that will change the entire scope of your business and its bottom line.

So I’m your ideal customer…only I don’t know it yet because I haven’t found your website.  At this very moment, I am sitting here staring at my Google Search screen and thinking about how to find you.  Am I feeling lucky?

Now, you’ve probably read on some of the authority sites like Moz, HubSpot and Search Engine Land that the design elements of your website really don’t matter that much in the grand scheme of things.  After all, search optimization is all about things like content, backlinks and social signals, right?

Well, let’s play this out anyway just for fun.  Say that I am the Michael Jordan of your industry.
If I find your website, make a purchase and tell the masses about it, then those sweatshops over in third-world countries are going to have to make children work triple-overtime just to keep up with all the frenzied demand (sorry Nike, but you still suck for exploiting kids).

Maybe that was a bad example, but you get where I’m going with this.

So I do my quick little Google Search, stumble across your website and decide to take a look around.  Let me ask you a question though; what are the first three things that I’ll see?

And just so you know, it’s not the logo or your tag line.

This was actually a trick question though, so don’t feel bad if you already got it wrong.  The first three things I will see are-

1. How fast your homepage loads. If it loads slowly, I’m hitting the backspace button.
2. Your main banner image (or lack of one). If it’s ugly, I’m leaving.
3. A link to what I want to buy. If I don’t see it right away, then I’m gone like the wind.

Now, I probably should have explained our game of pretend just a little bit better.  Because when I said that I am your ideal customer, I really didn’t mean me personally.

Instead, I meant that I am pretending to be your ideal customer since I understand their buying process from decades of web design, online marketing and search optimization experience.  That lets me know exactly how he or she will react when they’re looking at your website.
And with that knowledge, I can tell you that great web design is everything in the world of online marketing.  In fact, it is even one of Google’s biggest signals to your website’s overall quality- it’s called your bounce rate.

Have you ever wondered why your website’s bounce rates are so high?  It’s not really a secret- people just don’t have the patience to look around on the Internet anymore.

Take my mom, for example- the woman will drive to eight different grocery stores and call a dozen more if her supermarket stops carrying one of her favorite brands, plus she will ask every single stock person, manager and bag boy she sees.  Trust me; it is embarrassing to shop with my mother when Ingles doesn’t have any Pinwheel cookies on the shelves.
If she’s looking for that exact same item on a website; she looks for maybe fifteen seconds maximum…then she gets in her Chrysler to go look in the next town over.  And I am afraid that my mom is a pretty average consumer.  Your customers do the exact same thing every minute of the day.

So, let me ask you again- does web design really matter for search results?  The answer is a resounding yes.

Here are just a few of the factors that make or break your website-

• Fast loading times. If I can see the page loading, then it’s too slow
• A great top banner photo (or multiple photos if you use a slider)
• A crystal clear navigation. Anything I want to know should be 1 click away
• A healthy mix of links- some people click text links, others only click photos
• If I see a popup, I’m running like mad. People have grown to HATE popups
• Numerous trust elements (about us, testimonials, photos, videos, etc.)
• A nice layout with enough text for me to know what’s going on
• Proper formatting. People really like paragraphs, commas and periods
• At least one convincing call to action, and multiple means of contact
• An address and phone number to your store. A Google Map gets bonus points

Just to be clear here, most of the things I just named have nothing to do with search engine optimization.  Google really doesn’t care if these things are there or not, as long as your visitors are sticking around and visiting multiple pages.  So great web design really can’t help you a whole lot- but the opposite is like posting one of those radioactive materials signs on your homepage.  People simply will not stick around to see what happens.

So here’s what I need for you to do.

Open a new tab in your browser and pull up your business website.  And once it’s loaded, I want you to look back at that list of bullet points one more time and make sure that you’re absolutely nailing every aspect of your core website design elements.  Because if even one of them is an issue, then you are literally chasing away potential customers without even realizing it.

Again, please do not confuse web design with search optimization- they are two completely different things.  SEO is by far the more important factor for you to achieve solid rankings and gain visibility.  But then again, without a good looking website it’s not going to help you.

The post Does Web Design Factor into Search Engine Rankings? appeared first on Upstate Synergy.

We did end up buying the vehicle and it is an amazing sporty sedan, but at the same time it also set off a series of events that left me a little puzzled.  For example-

• The receptionist struggled to email me additional information that the company forgot to post online.

• The “Internet Manager” at the dealership had no idea how to add details to the company’s online ads.

• The General Manager believed that stock content from the auto manufacturers would rank better in the search engines.

• This dealership’s website was not responsive…despite paying over $20k a month for “website optimization.”

• The sales representative could not perform a basic Google search to find the vehicle’s factory warranty information.

• The dealership printed out 20+ page binders on every used vehicle on the lot…which amounted to more reading material than the average small-town library has.

Now, this was a major dealership in Charlotte that sells 100+ new and used vehicles per month.  And while most of their leads originate through their website, it was almost like they were fighting against technology every step of the way.  It took every bit of patience I had to refrain from pulling the sales manager aside and asking for a straight commission job on the spot.

So let me get straight to the point.

If you have the mindset like the car dealership I just mentioned, you are literally going out of your way to ignore your customers.  Because like it or not, they are searching the internet daily for things to buy and they are only going to wait on you to catch up to modern times for so long.  Eventually they will discover a better solution and forget about you entirely- and it makes absolutely no difference how great your products or services are.

And just to be perfectly clear, I’m not just talking about optimizing your website- this is about technology in general.  For example-

• If you’re not answering emails and social media messages quickly, then you’re telling your customers that they are not important.

• If your website does not answer a consumer’s most important questions, then you’re saying that you don’t care if they buy from you or not.

• If you have not bothered to focus on your local presence online, then you’re saying that smartphone users should go shop somewhere else.

• If your website does not offer a unique value proposition, then you’re telling the world that there is nothing special about you at all.

I could go on and on here…but hopefully you get my point.  Your decision to not fully optimize your online presence and embrace technology says a whole lot more about your company than you realize, and your potential customers are definitely taking notice.  So stop ignoring the people that you’re working so hard to find in the first place- it’s time to get your priorities straight and make your website stand out.

The post Ignoring Your Website is Ignoring your Customers appeared first on Upstate Synergy.