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Advanced Link Building Tips

Search Engine Optimisation

Link building is vital when improving your website’s performance. Below are recommended link building tips, try these and let your site’s performance grow.  On-Site Link Building Check internal links­ – If you aren’t yet maximizing your internal link structure, address these elements before seeking inbound links. 404 links­ – If inbound links pointing at your website result in 404 pages due to moved or deleted content, set up 301 redirects to point these links (and their corresponding link juice) to a current page on your site. Use TYNT plugin – The TYNT plugin automatically appends a link back to your site onto content that’s been copied and pasted from your pages to another website.  It’s an easy way to secure links from those who would have otherwise stolen your content. Deep Link Building Conduct competitive research – If you’re running out of ideas for link prospects, take a look at your competitors’ link profiles using tools like Majestic SEO or the Open Site Explorer to identify more options. Updated content on external sites for links – Monitor the SERPs for your target keywords regularly, looking for high ranking results that contain out-of-date information. Build deep link building – As you’re building links, look for opportunities to link directly to the deep pages on your website.  Doing so will increase the odds of having your more relevant internal pages (versus your generic home page) ranked well in the natural SERPs. Social Media Link Building Benefit from powerful users – Building your social networks occurs much faster when you leverage the existing followings of power users by forming relationships with these authority figures. Use Twitter Cards – Twitter Cards allows you to attach media experiences to tweets that link back to your content, making them more appealing. Content Marketing Guest bloggers ­– Ask bloggers to blog onto your site. Articles in various formats – Publish articles in multiple formats ie. PDF, audio interview and video. Expansion Search the web – Run a Google search for your name, your company’s name, your branded keywords and your website URL, ask for a back link. Use Google alerts to track unlinked brand mentions Submit testimonials Keep in mind that these recommendations only scratch the surface in terms of a advanced linkbacks. If this all sounds too complicated, consider hiring a Melbourne Marketer, contact us for a FREE no obligation...

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How To Audit A Blog

Content Marketing

There is a high volume of blogs out in the digital space, with so many different advice-giving articles on the subject out there that it can seem nearly impossible to piece together the latest blogging best practices. Below article features how to conduct a blog audit process and could be used to improve your own blogs. 1. Content Quality Blogging is a highly-personal, text-based medium, so the first thing to look for is the content quality of the site. To evaluate the quality of a blog’s content objectively, there are a number of factors to consider. A blog must deliver content that’s informative and engaging, while providing some sort of differentiation from other site’s in its niche. Average Length Of Posts – There is no required length for blogs, but the standard is 500 words. Keeping your blogs to 500 words enables you the opportunity to get your content indexed for particular keywords within the SERPs. Range Of Topics Covered – If you have chosen a specific niche to blog about, look for any missing holes or unanswered questions that arise from past blog posts. Engagement Factor – Engaging the reader is vital, ensure that your writing styles are making the user read more. Invest more time in the future on making your content as engaging as possible, as this will increase reader investment and social sharing. 2. Visitor Connections As blogging is a social medium, connecting your users through various means could be advantageous. Social Media Icons – Every page on your site should have links to your social networking profiles. Social Sharing Tools – It’s even more beneficial to get readers to share your content on their own profiles, as this is what typically causes articles to go viral. Install social sharing tools such as WordPress plugins Digg Digg or Shareaholic. RSS and Email Subscriptions Available – Clearly advertise RSS and email subscription options as displaying these forms prominently on your site, will benefit of subscribing is clearly advertised to encourage signups. 3. Site Structure Your sites structure is vital, identifying any issue now could prevent it from being indexed correctly. Permalink Structure – For maximum keyword exposure, ensure that the permalink structure you’ve chosen for your blog incorporates your post titles in some way. SEO Plugins – WordPress and other blogging platforms provide plugins such as All in One SEO. Category Page Optimization – Ensure that your category pages are optimized for both readers and the search engines to improve your overall SEO. Search Engine Accessibility – Ensure all images contain alt text and all HTML is coded correctly. 4. Metrics Tracking When conducting your blog audit, keep in mind your blogs should be treated like any other website when it comes to metrics development and tracking. Goal and Funnel Setup – As with traditional websites, blog owners should have stated website goals that are being measured with web analytics goals and funnels. Split Testing – Run split testing, running different website versions against one another to determine which combinations of factors give the best results. Keep in mind that these recommendations only scratch the surface in terms of a blog audit. If this all sounds too complicated, consider hiring a Melbourne Marketer, contact us for a FREE no obligation...

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How Do I Increase Conversion Rates?

Paid Per Click

  Whether your small business is selling software, inventory, or a newsletter subscription, improving your conversion rate is the only guaranteed way to make more sales. Below are some recommendations to help you increase your conversion rates. 1. Certifications Show that you are certified, as accreditation does matters. Show icons such as PayPal, Google Places, Yelp, or Yellow Pages listings. 2. Policies Create a privacy policy and a set of terms and conditions, this needs to show your customers that their concerns are valid and you respect them and their data. 3. Finer details Pay attention to the content posted, and look for broken links, misspellings, and sloppiness. 4. About Us What made you go into this business? Why is it worth it? Who are you, anyway? When people visit your “About” page, that’s what they want to know, dont be vague. Include a picture of yourself, and relevant employees. 5. Contact Us Information The more ways people can contact you, the better. Forms are great but also include an email address and phone number. 6. Share Information Blogs are great for establishing expertise, because they are a way to show people you know what you are talking about. Tutorials, whitepapers, and videos all help people understand who you are and what you are trying to teach. 7. Give Free Stuff Freebies are great! Let people see and feel the quality that you will deliver if they paid for it. Free demos, trial versions, samples. Some of your customers are looking for a bargain, and others are looking for the best that money can buy. Offering multiple tiers of products or services ensures that each group pays for what they want to get. 8. Testimonials Share your testimonials and let people hear how useful your product was from someone in authority and someone who is just like them. 9. Quality Writing Anything that makes the text easier to understand is important, so use headings, bullet points, photos and videos. 10. Call To Action If your call to action might not be immediately apparent, state it clearly, for instance you want want more newsletter subscriptions. 11. Your Website Is your site slow? Does it work on all browsers? 12. Split Testing Understand how people are looking at and clicking on things on your website. Test two different versions of a page at once with split testing and get concrete answers on what works and what doesn’t. 13. Follow Ups After collecting email addresses from account setups or newsletter subscriptions, follow up with the users you are reaching. Ask what they are expecting to receive, what they thought of your product, any questions they might have for you. Keep in mind that these recommendations only scratch the surface in terms of increasing conversion rates. If this all sounds too complicated, consider hiring a Melbourne Marketer to set up events goals on your website for you, contact us for a FREE no obligation...

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Measuring Social Network ROI In Google Analytics

Google Analytics

Referring Sites Tracking social media traffic from Facebook, Twitter and other social networking platforms can be easy. Head to Google Analytics and click on “Referring Sites” under the “Traffic Sources” and “Sources” section. Here you can see which social networking platform is driving traffic. If Facebook is shown, then this means that you should invest more Facebook advertising over any other. But if visitors from Twitter are converting into buyers at a much higher rate than traffic from Facebook, such as 20% of your Twitter visitors, you will need to investigate in the conversion value. Conversion Rates The best way to determine what percentage of visitors from social networking sites are performing your desired action such as buying a product, subscribing to an email list, contacting your for more information, is to use the new Google Analytics Event Goals. Step 1 – Set up an Event Goal for the specific type of conversion you want to track. For example, if you want to track product sales by visitors from social networking sites, you’ll need to enter the URL of the landing page that a buyer reaches after completing a purchase. Step 2 – Create a custom segment to define visitors that arrive on your site from social networking sites. Within each custom segment you create, you’ll be able to set up the segment based on the source of the traffic, so it’s possible to set up a custom segment for visitors from all social networking sites or to create separate segments for each individual social networking site. If you’re trying to determine which social networking site provides the best ROI for your time, set up a separate segment for each site you want to compare. Step 3 – View conversions data within the Goals Overview screen. Navigate to Conversions -> Goals -> Overview, and then adjust your view settings to analyze only the conversions that can be attributed to the specific custom segments you defined in Step 2. This will allow you to quickly see which social networking site is providing the best ROI for your time.   Keep in mind that these recommendations only scratch the surface in terms of the full power of the Google Analytics program. If this all sounds too complicated, consider hiring a Melbourne Marketer to set up events goals on your website for you, contact us for a FREE no obligation...

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Google Analytics Principles

Google Analytics

Google Analytics is a powerful and important tool for any business in Australia. To better understand Google Analytics consider the below when starting your new website. 1. Overall Visitors To view your overall visitors, log in to Google Analytics and click on the “Audience” heading in the left-hand sidebar.  The default “Overview” will provide total visitor counts for the last month or you can change the period you wish to view. Overall visitor counts don’t paint a realistic picture of the quality of your traffic – it’s entirely possible to attract more of the wrong type of visitor, artificially inflating these numbers.  Keep an eye on this statistic, but be sure to pair it with some of the related metrics below for a more complete understanding of the quality of your traffic.             2. Bounce Rate If a visitor arrives on a particular page on your website and leaves, this is called a “bounce” rate. The lower bounce rate, the better it is, as this indicates that visitors are engaging with your site and finding value that encourages them to stay. Pay attention to overall bounce rate and the bounce rate of specific pages.  Visitors who are arriving on your home page and then leaving obviously aren’t finding what they’re looking for, while visitors who land on your opt-in page and leave to subscribe should naturally have a high bounce rate. 3. Average Time on Site If your startup website is a blog, the average time on the site is a critical metric. To boost your average time on site, consider taking any of the following actions: Include internal links that direct visitors to other interesting pages on your site Use “related posts” plugins or scripts to display other relevant content to visitors Make use of embedded videos, which naturally require users to stay on your site longer Develop interesting, “link bait” style content that captures reader attention 4. Conversion Rate If your website is more sales-oriented, you need to consider your conversion rates. To track conversion rates within Google Analytics, you’ll first need to set up “Goals”, which allow you to specify the parameters that indicate a successfully completed conversion. If you sell a single product, click on the gear icon in the upper right-hand corner of your Analytics dashboard, navigate to the “Goals” tab within your site’s profile and click “Add Goal”.  Select the “URL Destination” goal type, enter the URL of the thank you page a visitor lands on after purchasing your product and then enter the purchase price of your product into the “Goal Value” field, For more information, see previous article on Goals and Funnels. Setting up your goal in this way will allow Google Analytics to track the number of visitors that purchase your product and the total value of your overall sales.   5. Traffic Sources From the Overview section that appears, see where your traffic is coming from: Search Traffic – Visitors that come to your site from search engine queries Referral Traffic – Visitors that come to your site from links on other websites Direct Traffic – Readers who enter your URL directly into their browser windows Campaigns – Visitors who come from your email marketing campaigns and other indirect traffic sources.   6. Content Understand which pages on your site...

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Setting Up Goals & Funnels In Analytics

Google Analytics

Google Analytics is a powerful tool businesses use particularly to set goals and analyse websites. To help you set up these goal, below is a guide on how to set up goals and funnels in Google Analytics. The “event” goal set is new to Google Analytics which enables you to collect even more types of data about your visitors’ interactions with your website.  With the addition of event goals, this brings the total number of goal types within Google Analytics to four: URL Destinations – These conversions are triggered whenever a visitor reaches a designated destination URL; for example, the “Thank You” page following a purchase, download or opt-in list signup. Time on Site – These simple goals measure the overall amount of time each visitor spends on your website, enabling you to make changes designed to keep visitors engaged for longer periods of time. Pages per Visit – Similarly, these goals let you set a target number of pages per visit for each reader that lands on your site.  Improving this metric increases engagement and lowers your bounce rate, which may have a positive impact on your search engine rankings. Events – These goals allow you to monitor more complex elements of visitor interaction on your site, including the time spent watching videos, the number of files downloaded and the number of times your content is shared on social networking sites. The goal type that’s right for you will depend on the needs of your particular business model.  A blogger, for example, is more likely to be interested in average time on site or pages per visit than an ecommerce seller, for whom a primary metric will be URL destination visitor goals that track completed sales when customers reach a designated “Thank You” page. Setting Up Goals To set up a goal for your website within Google Analytics, login to your dashboard, then click on the gear icon in the upper right-hand corner.  This will launch the administration section of your website’s profile, allowing you to create goals from within the “Goals” tab, see below,  you’re able to create four separate set of goals, each of which can contain five specific goals.     Give your goal a name and choose the type of goal you’d like to create from the radio button list of options, doing so will cause a second screen to appear with further fields based on the type of goal you’ve selected.   1. URL Destination Goal If you decide to set up a goal that tracks visits to a specific URL, you’ll see the following options appear:   Enter the URL of your designated goal conversion page, set the “match type” based on your URL structured and indicate whether or not your URLs are case sensitive.  If you know how much a goal conversion of this type is worth to you, enter it into the Goal Value section (for example, if you know a “thank you” page visit occurs only after a $17 report has been purchased, enter “17” as the value). Select the “use funnel” If your final destination URL is part of a larger sales funnel – as in the case of one-time offers, upgrades and other multi-step sales processes,  and enter the URLs of each step in the sales path. 2. Time on Site Goal If your...

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What Is Google Website Optimiser & How Can It Help You

Search Engine Optimisation

Google Website Optimizer is a free tool you can use to carry out split tests on your website. Split testing allows you to compare specific elements on your site’s pages in order to make your overall website more effective. For instance you would want to test  “Headline A” over “Headline B” to determine which headline engages more clients. Using a split testing script like Google Website Optimiser, you create two versions of your page featuring different headlines. After uploading your new page and validating your script, Google Website Optimizer will launch both versions of page in random order as people visit your site, allowing you to determine conclusively which headline variation is more persuasive to your readers. Using A/B Split Testing or Multivariate Testing In the example above, we are wanting to test Headline A against Headline B, where all other elements on the site remain constant, this is know as “A/B Split Test”. Generating results with A/B split testing can be extremely slow, as there are an unlimited number of variables on your site that you could test, only performing one split test at a time means that it could take a while for you to hit on the variables that lead to the biggest improvements in your website’s efficiency. Multivariate testing is the more advanced process of performing tests. When testing multiple variables against each other, it can be difficult to determine which specific variables led to the improvements you see, which is why it takes a more experienced tester to make the right conclusions based on the data that’s generated. How To Set Up A Google Website Optimizer Test Head to  http://www.google.com/websiteoptimizer and log in with the same Google account and click on “Create another experiment,” and select either A/B Split or Multivariant Testing. The next screen that appears asks you to take a few preparation steps before proceeding with the test.  They include: Identifying the specific page you want to test (for example, your home page, your checkout page, your upsell page, etc) Creating each variation page you’ll use in the test and uploading them to your site (following the example above, you’d create two versions of your home page, each displaying a different headline version you want to test) Determining your conversion page (aka – the page a visitor lands on that confirms that a conversion has taken place) Once you have this information ready, check the box labeled, “I’ve completed the steps above and I’m ready to start setting up my experiment” and click “Create.” Then enter the information that you would want to test, see below: After uploading all of the information, press the “Validate” button and Google Website Optimiser will confirm that your test has been set up correctly. Check back periodically to view your progress, but remember that it’s a good idea to collect data on at least 100 completed conversions before drawing any conclusions about your data. The most important advice is to simply start testing and keep testing continuously and document the changes. If you are looking for complete marketing solutions ideas, a Melbourne Marketer, or an Australian freelancer, contact us for a FREE no obligation...

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Organic SEO Tips

Search Engine Optimisation

Many Melbourne marketers or digital marketers will advise that the top performing companies online understand organic SEO and how to optimise every web page, post, tweet, video, and back link, to ensure they maintain their competitive advantage. Google regularly makes updates to their algorithm which affects the ranking of websites worldwide. Keeping up to date on changes within Google, Yahoo, Bing and others as well as making the relevant changes to your organic SEO strategy can be a huge responsibility. Most businesses don’t have the knowledge, time, or man power to see organic SEO success, why not chose a freelancer marketer to assist with your organic SEO success? Below are quick tips that can assist with your organic SEO success.   1. Create Blog Create a blog and update it regularly with relevant content, targeting your target audience. Google owns Feedburner so utilizing their RSS service is a good idea. Integrate keywords into your blog title and body. 2. Active social media presence Google loves Twitter, YouTube, Facebook, LinkedIn, etc The key here is listening to your target audience and engage, so you know what they want and what they think of you. Facebook and LinkedIn are both opt-in systems so if used properly they can become your most targeted audience. Since Google’s acquisition of YouTube video has become more important to organic SEO. 3. Develop Back Links Links back to your site on other high-ranking sites will improve your page rank. Publish interesting, relevant, and regularly active blog and make sure people know about it.  The more people that link to it the better so be sure to share it on Twitter, Facebook, LinkedIn, LinkedIn Groups, etc. Read other peoples blogs and articles and post comments.  Most systems will ask for your web address so this is a great opportunity to share your wisdom, and link, with other audiences.  Who knows, if they like what you have to say they might become your audience. If you are looking for complete marketing solutions ideas, a Melbourne Marketer, or an Australian freelancer, contact us for a FREE no obligation...

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What Is Your Quality Score?

Paid Per Click

Business Marketers in Melbourne would tell you that a quality score is Google’s way of calculating each of your keywords importance to what you’re doing. It measures how relevant your keyword is to your ad text, to a users search query, your landing page, how fast your website loads, what keywords are on your landing page and a variety of other factors. The following tips could help you improve your quality scores and get more conversions. How To Check Your Quality Scores You need to know if you are bidding on a keyword that has a quality score of 1 out of 10, and you can find this out by: Sign into your Adwords account. Select the campaign that you’re working on. Click the Keywords tab. Click on Columns in the toolbar right below the Keywords tab that you just clicked. Click Customize columns. Select the Qual. score box, you will see a little check mark after you have checked it. Click Save when you’re done. Now you should see the quality score. Make AdGroups Tightly Themed Having all your keywords in tightly organized keywords will help you to get much better quality scores. Try to have 2-5 different keywords in each AdGroup. If one of your keywords doesn’t match the other keywords in the AdGroup you should create another AdGroup for that specific keyword. This will significantly help boost up your quality score. Place Misspelled Keywords Into Separate AdGroups When you are putting together your tightly themed groups make sure to create a separate group for your misspelled keywords. I have found that when I do this it helps not destroy the reputation of an AdGroup with all good words and one misspelled keyword. Target Specific Ad Copy For Each AdGroup Each group should have different ad copy. You should organize each AdGroup with 2 different ads that are targeted and written specifically for that one AdGroup. Landing Pages For Specific AdGroups Every AdGroup should have a specific landing page. Keep in mind that each one doesn’t have to be a new page, it can be an existing page that you have on the site. But it should be specifically about what keywords you’re bidding on and contain the keywords on the page that you’re bidding on. Always Have Two Ads Running You should always be testing everything that you’re doing. Having two different ads running at the same time will help you to know which ad is converting better and allow you to convert better and will help get better quality scores. Place Keywords On Landing Pages If you are sending everyone to your main page of your website you need to stop. You should have specific landing pages on your site that are setup specifically for the keywords and AdGroups that you’re working on. By doing this it will not only improve your quality score but it will improve your conversions, bounce rate, time on site, and all other aspects that you should be tracking. One thing to keep in mind when you are putting together the page is not to keyword stack the page. You don’t want 100 different keywords that you’re going after on the same page. Keep it to 5-10 on a pretty decent, content rich page. Increase Click Through Rate (CTR) to Increase Quality Score A high click through...

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What Are PPC Sitelinks?

Paid Per Click

PPC Sitelinks can change the way your audience perceives your business. Make efficient use of Google Adwords and create more effective campaigns, by knowing exactly what your customers are searching for. Sitelinks is one major way in which you can increase referrals to your site. Google anticipates an increase of about 30% in Click Through Rates (CTR) if you choose to show site links in Google AdWords ads.     When creating your Adword campaign, center on the different cycles of consumer behavior, such as “Buy,” “Learn,” and “Browse.”   For instance, the top shows how paid site links are shown, the one following it is the SEO site link. In both cases, you can see a number of options like “Mobiles,” “Books,” “Electronics,” and “‘Home Appliances” that are available.     Use keywords that directly associate with your business and the needs of your customers. For example, if someone is looking for “cheap digital cameras,” and he finds a site link titled “Cheap digital cameras” directly in the AdWords’ ad, he is more likely to click through.   Melbourne marketers recommend that by having these options, searchers can directly choose which page of the site they want to visit, instead of maneuvering through all the pages in a cumbersome manner.   If you haven’t been taking advantage of Google Sitelinks yet, it’s time to improve your paid search campaign performance. If you are looking for complete marketing solutions ideas, Australian freelancer or IT contracting Melbourne, contact us for a FREE no obligation...

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