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KEO Marketing Blog

Mobile Marketing: Customer Satisfaction Falling Short

29693047_sTo those of us who have been watching the growing dominance of mobile, the importance of having a robust mobile marketing strategy seems obvious. This is how an increasingly large segment of your customers are accessing your website and interacting with your brand, so it’s critical that you are able to accommodate this customer base and provide them with the information and services they need.

Yet some companies have been slow to embrace mobile, either ignoring it completely or giving it minimal attention. As surprising as it may sound, a large number of businesses still haven’t made a significant effort to provide a satisfying and helpful experience to mobile users. In many cases, businesses haven’t done much of anything at all.

Believe me, customers notice. It’s painfully obvious when a website hasn’t been optimized for mobile. Mobile users won’t be able to see your content properly and some functions won’t work easily, or may not work at all. If you are lucky, the visitors may spend a few (frustrating) moments attempting to get what they need from your site. More likely, they will quickly give up and go elsewhere.

We realize that not every business has the ability or resources to do a complete overhaul on their website immediately. So you may need to choose a few priority areas, identifying the pages that get the most traffic, especially from mobile visitors (study your analytics for this information). The most popular solution seems to be transitioning to responsive design, which ensures your site looks good and functions well on all devices.

Still need some convincing about the importance of a mobile strategy, and providing a good customer experience for mobile users? Check out these stats from the ExactTarget 2014 Mobile Behavior Report:

  • 85% of respondents said mobile devices are a central part of everyday life
  • 48% of smartphone users and 70% of multi-device users have signed up for email notifications from a business or website
  • 54% say mobile-optimized websites don’t give enough information
  • 68% say it is somewhat or very important that companies they interact with are seen as a technology leader

We know the idea of developing a mobile strategy can be intimidating, especially if you are starting from scratch. Fortunately, KEO Marketing specializes in mobile marketing and can get you up to speed quickly.

Posted in keo marketing, mobile marketing | Tagged keo marketing, mobile app, mobile marketing, mobile strategy

On-Page Search Optimization a Constant Challenge

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Trying to optimize your web pages for SEO can seem like an overwhelming and never-ending challenge. There is a nearly unlimited array of elements you can change and things you can tweak in an effort to improve your search rankings. Just trying to figure out where and how to include keywords can be enough to leave you exhausted.

Making things even more confusing, it seems like every time you think you finally get a handle on the “right” approach, you see another expert advising you to do things in a totally different way. At its best, on-page optimization is like trying to hit a moving target, since SEO in general is a constantly evolving concept.

But while there will likely never be one definitive approach to on-page optimization, there are some best practices that can give you a great starting point.

First, make sure your pages contain content that is relevant and valuable. This is especially important in the wake of the latest Google algorithm changes that weigh content relevance high in the formula that determines ranking.

You also want to adhere to standard “best practice” character limits when it comes to page elements such as the title and URL. Speaking of the URL, you should make sure it is static and that all content is unique to that page address. Ideally, you should also try to include the main keyword (or keyword phrase) within the URL.

For a helpful guide to on-page optimization that sums up much of the most important advice in an easy to digest format, check out A Visual Guide to Keyword Targeting and On-Page SEO, written by Rand Fishkin for the The Moz Blog. But remember, the world of SEO moves at top speed, so while the post contains a number of good tips and advice, some of the specifics were likely already outdated or incomplete within days after it was posted.

This is why it’s so important to have the assistance of experts who are constantly aware of the very latest and most effective tactics and strategies for SEO. That’s what we do at KEO Marketing, and we would love to help with your search engine optimization and marketing needs.

Posted in keo marketing, search engine optimization | Tagged google, keo marketing, search optimization

Google “Pigeon” Algorithm Update for Local Search

26254616_sSeems like Google algorithm updates are becoming increasingly common these days, so it might not surprise you to learn that yet another one was just rolled out. This time, it was a major update to the local search formula. The goal is to provide more relevant and accurate local search results, visible both in Web searches and Google Maps results.

While Google hasn’t revealed the official name for this update, SEO website SearchEngineLand has decided to give it the nickname “Pigeon,” based on the bird breed’s tendency to fly home. (That nickname has quickly taken hold, and now seems to be the accepted way to refer to this update.)

As with other algorithm updates, it’s tough to say exactly what this one involves or what the effects will be, especially this early in the game. That’s because so much of it happens behind the scenes and involves the many mysterious factors that make up Google’s ranking formula.

However, the search giant has revealed a few details, saying this update draws upon more traditional search ranking signals, and will also demonstrate improved distance and location parameters.

So what does this mean for businesses for which local search is a priority? Again, it’s very early in the process, but one of the immediate effects seems to be a boost in visibility for local directory site listings. Meanwhile, many businesses have reported a hard hit to their local search results, while others have seen a boost. And some report their rankings have been fluctuating widely since the update first happened. Google has admitted that there have been a few wrinkles in the immediate post-update period, and it says this is a work in progress while they continue to iron out the kinks. (This could explain the fluctuating results.)

Until we learn more about Pigeon and the specific ranking signals involved, we recommend keeping a close eye on your search rankings and metrics. You may need to tweak a few things or analyze your keywords and content and see if there’s an impact on your rankings as a result.

Of course, we also want to reiterate all of our standard advice when it comes to local search, such as making sure to include location information, using geo-targeted keywords and offering relevant content. Given that local directory/review sites such as Yelp seem to be getting a boost in visibility, it may also be helpful to encourage customers to leave positive reviews.

KEO Marketing specializes in helping businesses improve their local search strategy, and we can help you navigate new developments such as the latest Google update.

Posted in keo marketing, local search | Tagged google, keo marketing, local search

Social Media: Twitter Offers New Detailed Analytics

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Ever wondered who is seeing your Tweets and if they really care what you have to say? If you devote any time at all to sharing content via Twitter, you may sometimes feel like you are just putting all of that material (and the hard work that goes into creating it) into a black hole, with no clue if anyone actually reads it.

Well, wonder no more. Twitter recently expanded its analytics so that you now have access to interesting insights relating to your readership and engagement. Until now, users who had access to a dashboard mainly measured the reach and success of their Tweets by watching the number of favorites and retweets, which is information that was available to all other Twitter users, as well.

The new and improved analytics dashboard, available to verified users, Twitter Card publishers and advertisers, provides additional helpful insights into how your messages are being read and received. The impressions data shows you how many times a Tweet has been viewed, and you can even break that data down into hour-by-hour comparisons. For a bigger picture, you can also view a 28-day graph showing how all of your Tweets have performed.

To get a sense of engagement level, you can drill down into the analytics for a specific Tweet and see, for example, how many people clicked on the link or hashtag contained within that message.

Unfortunately, now that you have access to this information, you may not be so thrilled with what you learn. Confirming what many people already suspected, the analytics show that for most users, the vast majority of their Tweets go largely ignored and unread. Just as many businesses (and individuals) have been complaining that their Facebook posts often get b

uried or hidden, it’s also common for your Tweets to be virtually invisible to many of your followers. On Twitter, this is mainly due to the “blink and you might miss it” nature of the channel. Unless you have great timing and post a Tweet when many of your followers are watching, they may never see it, especially if they don’t use a tool like HootSuite to filter and monitor Tweets from their favorite accounts.

As with Facebook, there is a way to get your message more visibility on Twitter, but it will cost you. Investing in promoted Tweets can ensure that your message is seen by a wider audience, including those who aren’t yet following you.

A free alternative is to repost your Tweets, sharing the same message more than once at varying times so you are more likely to be seen by people who may only be watching Twitter activity at certain times of the day.

You also need a well-planned and professionally executed social media marketing strategy that includes Twitter and ensures all of your efforts are working together, which is something KEO Marketing can implement and manage for you.

Posted in keo marketing, keo marketing twitter, social media, web analytics | Tagged keo marketing, social media, twitter

 

 

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