website redesign process

Components Of Web Design That Will Modernize Your Website

In today’s age, keeping your website up to date is incredibly important if you want to remain competitive and maintain visibility. Having a modern, compelling website can open doors for your company and transform your user’s experience in a positive way. Here are the following components of web design that will modernize your website:

1. Minimal Design

In some cases, especially when it comes to your website, less is considered more. Exactly what it sounds like, minimal design provides users with a greater sense of clarity and focus when visiting your site. This type of modern design makes your website more user friendly and will make navigating your website much easier for visitors; it will also encourage users to focus more strongly on important details on your website like your content. The less distractions on your site, the better you’ll be at converting leads. Minimal design also helps your company appear more professional.

2. Mobile Friendly

Accessing the Internet from a mobile device has become second nature to a majority of folks—you may even be reading this article from your smartphone. Mobile devices are expected to reach 79% of global Internet use by the end of 2018, so making your website mobile friendly is absolutely critical if you want to be able to communicate your brand’s value to a wider audience. By having a mobile friendly website, you’ll be able to access a greater number of potential customers, resulting in an increase in profits.

3. Clean Design Typography

Choosing the right typography for your website is not something you should take lightly, as it helps communicate to consumers what kind of brand you are. If you want to appear as a modern, forward-thinking brand, you should stick to using web-standard fonts that can easily be interpreted by everyone. But according to HubSpot, if you’re struggling to set your brand apart from competitors, you might want to consider using a unique font to help visitors identify you from the crowd. Modernizing your website also means avoiding using an excessive amount of colored fonts, making sure your line-spacing is suitable to improve readability, and using an appropriate text size (usually 16px).

4. Full-Screen Background Videos

Visitors won’t always want to read large chunks of text and since our brains process videos much faster than text anyways, incorporating a background video on your website is a smart way to share your brand’s story without having to overwhelm your visitors with loads of text. Having a video on your website will not only intrigue visitors but will also encourage them to click through to the main video. Adding a background video is not difficult and can be achieved by hard coding on HTML and CSS, or by using plugins.

Find out how first person experience videos can make an impact on your video marketing strategy

5. Hero Images

Google Trends foresees hero images to increase in popularity as a modern website design idea. Hero images are large banners that appear above or below the fold, or in the background with content overlaid on top of it. Hero images are great to help build a connection with visitors, and instead of drawing your visitor’s attention to social buttons or a CTA, using an image with text will encourage your visitors to want to scroll down to see more of your website. They also work to communicate your company’s story without adding a lot of text.

call to action phrases

content marketing

Content Marketing Trends to Track in 2018

Content marketing is a long-term strategy. As such, you need to make sure that you track your content’s performance and regularly adjust your strategy. This is especially true as new content marketing trends emerge every year that could be beneficial to your brand’s marketing efforts. The following are nine content marketing trends that you should seriously consider adopting:

  1. Live video content is becoming more popular– Streaming live content provides audiences with a feeling of exclusivity since they have to tune in during the live stream or miss out. This can be a very powerful draw. Additionally, live content gives you the opportunity to show your authenticity and to build stronger connections with your audience.
  2. Content is going beyond social – While social media remains one of the most effective ways to engage with consumers, you should find ways to interact and build relationships beyond social, such as via in-person events, email marketing, membership sites, and more.
  3. Original content is becoming more important – Traditional advertisements, branded emails and sponsored posts have their place, but they are no longer as effective as they once were. This is because consumers have caught on and are in search of content that is unique and relevant to them. Producing original content will give you a competitive advantage.
  4. Content is becoming more interactive– Engagement is extremely important when it comes to content, which is why more brands are creating content that is interactive through the use of augmented reality and virtual reality. For example, both can be leveraged to demonstrate services and products in stores or at trade booths.
  5. Vertical content– When creating video content, the natural impulse is to shoot horizontally. However, because more consumers are using their smartphones to browse the Internet (more than 50 percent of Internet users are browsing on their smartphones), creating vertical content allows them to view your videos more conveniently.
  6. Formats for consumption are changing– Simply posting content to your blog on a weekly basis will no longer cut it. You need a comprehensive content marketing strategy that implements everything from copywriting to graphic design to video production across all platforms.
  7. Content is expanding beyond the screen– The Internet has already expanded beyond the screen in the form of the IoT (Internet of Things). Content creation for IoT platforms, such as Alexa, Siri and the like, isn’t far behind.
  8. Content is shifting to converged media – Content is shifting away from being solely owned media to becoming a combination of owned, paid and earned media, to the point where you can no longer tell the difference between the three. This is a result of social media’s role in content consumption.
  9. Content will become important at every stage of the buyer’s journey– Instead of focusing on content for the first stage of the buyer’s journey, you should be creating content for every stage, especially the middle-end. For example, the first stage (the awareness stage) should have content identifying the needs and problems of the customer and information on the causes behind them. The second stage (the consideration stage) should have content that addresses how the problem can be solved or how the need can be fulfilled. The last stage is the decision stage, in which your content should present your product or service as the solution. Having content that addresses each stage will make it easier to nurture your customers through the buyer’s journey.

Looking for more trends? Click here.

It’s important that you stay up to date with the latest content marketing trends so that you can adopt new strategies and adjust old ones to ensure that your content marketing is successful over the long term.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

Digital Marketing Strategies For Higher Education

As a college or university, you have a lot to offer to your students in terms of obtaining a higher education that can help them pursue their dreams of a career. However, you’re not the only school around, which means you’ll need to implement effective marketing strategies for higher education in order to attract prospective students and to convince them to enroll. The following are a few digital marketing strategies for higher education that are proven to be effective if leveraged properly:

Using PPC advertising

PPC (pay-per-click) ads are an excellent way to reach the students in your target audience and to generate high-quality leads. Prospective students will perform a significant amount of searches when trying to find higher education options, which means that PPC ads are a great way to put your school in a position to be found. They’re also very cost-efficient since you are only paying for the clicks that your ad gets.

When using PPC ads, there are a few things you’ll want to keep in mind. For example, you need to know who your audience is and what they are searching for in order to choose the right keywords and create effective ad copy. You will also need to take great care in deciding where to place your ads to best reach your audience.

Optimizing your site for SEO

To improve your page rankings and increase exposure to potential students, you’ll need to make sure that your website is properly optimized for SEO (search engine optimization). This includes paying attention to both on-page and technical SEO, using high-quality, relevant keywords, and earning high-quality external links. All of these elements are important in bringing in more organic traffic. Building up your external links will also help you bring in a bigger audience from other relevant websites and will go a long way towards expanding brand awareness and building a positive brand reputation for your school.

Read our article: Essential Website Optimization Techniques To Increase Visitors

Creating high-value content

Prospective students will do a substantial amount of research before making a decision. Not only do most students have to pay for a higher education, it requires them to commit a significant amount of their time to it as well. They’ll want to make sure they make the right choice, w

hich is why you will want to provide them with plenty of content on your site that is relevant and helpful to their interests.

Not only can good content help with your SEO efforts (thereby drawing in more organic traffic), it can help establish your school as an authority, which will make your programs more attractive to potential students.

Establish a regular social media presence

A regular social media presence will put you in a position to communicate directly with prospective students, allowing you to address questions and concerns, provide valuable information, and to develop relationships with students, thereby building trust.

These are just a few of the marketing strategies for higher education that can help give your school an advantage attracting prospective students for years to come.

trends in social media

 

How AI Marketing Effects SEO

For years, artificial intelligence (AI) was mere science fiction — an idea with unlimited possibilities. As technology has advanced, AI has developed to the point where it’s not only implemented throughout our everyday lives, but it’s become so commonplace that it’s beginning to be taken for granted. For example, virtual personal assistants, such as Siri and Alexa, movie recommendation services, and smart cars are all known quantities.

One area in which AI is currently upheaving the status quo is in the online marketing world. The emergence of AI marketing over the past few years is already changing the way businesses market their brands — and for the better.

How AI Has Affected SEO

Traditionally, search engine optimization (SEO) was based on a handful of factors, from keyword use to link building. Google and other search engines would use algorithms to rank content based on these factors. However, the introduction of marketing AI has changed the way Google is able to rank content. AI marketing software allows for the collection of valuable user and website data and analysis in real time. Take for example Google’s RankBrain.

Google introduced its RankBrain AI marketing software a few years back with the aim of more accurately identifying high-quality, relevant content for its search engine users. It has become their third most important ranking factor in their overall algorithm. It works by being able to accurately analyze queries in real time and returning relevant search results even if the exact keyword phrase used in the search doesn’t appear in the content. It does this by scanning website content and identifying related terms and concepts that make it relevant to the query. This means that there no longer needs to be an emphasis on forcing keywords into your content to make sure that Google identifies what your content is.

The use of marketing AI has also ushered in the ability to perform voice searches. Consumers are increasingly using voice search features via their virtual personal assistants, such as Alexa, to find what they are looking for. One of the reasons voice search is possible is because of how advanced AI marketing software is able to determine context without specific keywords. As a result, you will need to focus more on user intent in order to position yourself to be found by voice search. Fortunately, you can use AI software to collect and analyze user data and website data in order to identify what that user intent is.

The Future of AI Marketing

Considering how marketing AI has already changed the SEO landscape over the past few years, it’s not difficult to predict that there’s going to be even more change on the way. The following are a few ways in which marketing AI is likely going to change the way you market your brand in the near future:

No more keywords

RankBrain has already shown that AI is advanced enough to be able to infer meaning from certain words to help supply its queries with relevant content. AI is only going to get smarter in the future, which means soon enough, it will be able to scan content and determine relevance to user queries without having to identify specific keyword phrases or phrases that are similar to those used in queries. This will become even more necessary as voice search becomes more prominent since while users have been trained to perform searches using keywords, they rarely speak naturally using keyword phrases. This means that instead of competing with keywords, you’ll have to focus on just creating good content that is relevant to your audience, thereby placing even greater importance on your audience’s user intent.

Are there ways to increase SEO? With the help of Google Trends, anything’s possible!

Deep user intent

When you look at some of the more popular websites that rank high on Google’s SERP, it’s not uncommon to see sites like IMDB or Wikipedia. One of the reasons for this is not only because they provide high-quality content relevant to a lot of user queries, but they have a lot of supporting content as well that users continue to read, resulting in visitors staying on their sites for a longer time. This means that when identifying user intent, you’re going to have to take a more holistic approach to the buyer’s journey by considering every stage. By creating content based on user intent at every stage of the buyer’s journey, visitors will be more likely to stay on your site and look through more pages. There’s no doubt that in the near future, AI will begin taking into account how websites address the intent of visitors at every stage with its supporting content.

Automated content creation

Keeping in mind how advanced AI is likely going to be able to identify high-quality, relevant content based on the entirety of the content and not just a handful of keywords, it’s not that far of a stretch to predict that AI software will soon be able to create content for businesses as well. Right now, AI-created content reads like it was produced by a robot — but many believe that it will be able to create natural sounding content in the near future.

The use of AI marketing has already begun to improve the quality of search for users around the world. It’s never been easier for people to find what they’re looking for. Although you will need to adapt to the growing impact that AI is having on the inbound marketing world, doing so shouldn’t be difficult. As long as you focus on creating high-quality content for your target audience, you will find it much easier to adapt than those who were solely focused on earning high search rankings.

17 SEO MYTHS YOU SHOULD LEAVE BEHIND

5 Website Redesign Tips That Will Generate More Phone Calls

Your website is not only useful for providing company information and generating leads, it’s also useful for getting potential customers on the phone. If you design your website properly, you can increase the number of phone calls that you may receive, which, in turn, can give you a greater opportunity to close sales. The following are five website redesign tips that will help you to generate more phone calls:

  1. Make your phone number visible

The last thing you’ll want is to have a visitor to your website searching for your phone number. If they want to call you, they may get frustrated and give up if they can’t find your number anywhere. This is an easy issue to address: place your phone number on every page of your site in a location where it doesn’t overwhelm the entire page, but where it’s easy to spot. For example, the top right corner of the page. You don’t want it to dominate the page because that will make visitors feel pressured. However, clear positioning will make it easy to find at a glance.

 2.  Use effective calls-to-action

Encouraging leads to call will help generate phone calls. Visitors often don’t know what they want to do in terms of taking an action and will need a friendly push in the right direction. Use calls-to-action (CTA) on every page and make sure that they are relevant to the content of that page. For example, if you are running a real estate company and you have a blog post providing tips on how to stage a house, you can add a CTA at the end telling the reader to call you for more information or advice on how to sell their house. Add the number in your CTA to make things easy for them.

Why are call-to-action phrases so important? Learn more by clicking here!

3. Add click-to-call options 

A huge percentage of your website’s visitors are likely browsing your site on their smartphone. By implementing click-to-call options, you’re more likely to generate calls from these mobile visitors. A click-to-call option allows the user to simply tap the phone number listed in your CTA. This will automatically dial the number on their phone. When it’s this easy to call, mobile users are much more likely to do so. Otherwise, they are going to have to pull up their keypad and dial the number in manually. This extra effort may discourage them from calling you right away.

4. Use a Responsive Web Design 

If you’re redesigning your website, you need to make sure that you’re using a responsive design to ensure that your site is properly displayed on mobile devices, such as tablets and smartphones. If it’s not mobile-friendly, mobile users may have a tough time locating where your phone number is. For example, if you put it in the top right corner and your site doesn’t display properly, they may have to scroll right to find it, making it easy to miss.

5. Add a Call-Back Widget 

The call-back widget is useful for visitors who aren’t able to contact you right away but want to speak with one of your representatives. For example, they might be on their computer and their phone might be out of reach. The way it works is simple — the visitor will just type in their number, which you’ll be notified of. You can then have one of your representatives call them back.

Capturing leads can very challenging, especially when you’re engaging indirectly with leads via your website. It’s generally easier to close leads when you can get them on the phone, which is why you should implement these five website redesign tips.

brand marketing strategy

Five Great Examples to Improve Brand Marketing Strategy Using Amazon Alexa

Amazon’s Echo is a voice-controlled home device that uses Alexa technology. Such devices are providing marketers new and exciting platforms to improve brand marketing strategy by better connecting with their customers and fans. Companies are using the voice-enabled platform to offer more creative and frequently updated content to their users. Learn from these brands that have timely adopted the new concepts of digital marketing and integrated artificial intelligence into their brand marketing strategy to listen to your customers’ needs and generate audio content that develops and fosters effective relationships.

1.    Digiday

You must be familiar with Digiday, a renowned portal for information on digital marketing industry. In just ninety seconds you can know the top marketing news while drinking your morning coffee, and through a human voice not a robotic one. Moreover, users can request Alexa to stream music through Spotify or order a ride through Uber.

2.    Giant Spoon

As a leading communications and market strategy agency, Giant Spoon distributes its personal content in innovative ways. It is fun and lighthearted and tends to capture the overall feel of this company.For instance, if you ask the company for brainstorming help, you may get a snarky response like: We are currently low on ideas, hire an influencer. This could be a good ice breaker before you start a meeting.

As voice has become the new frontier for many interactive experiences, a platform like Alexa provides brands a big opportunity to play differently in a new and exciting environment on a revolutionary canvas to enhance their brand marketing strategy.brand marketing strategy

3.    Web Analytics

If you want to evaluate your brand marketing strategy, analytics is must. If you want to know how your new marketing campaign is going,rather than accessing and going through Google Analytics reports, simply ask Alexa and it will pull the numbers and details for you. You can use both granular and broad queries to stay updated on real-time traffic data.

Are you a marketer? Here is an article with some helpful tips for Google Analytics

4.    The American Heart Association

Using Alexa you can ask AHA how you can perform CPR to get a step-by-stepwalkthrough, or know the important warning signs of a heart attack or stroke. This is another example of how you can provide value or benefits to your audience through a voice-enabled platform.

5.    GoodNes

Nestlé has introduced Amazon Alexa customers to a unique and convenient visual and voice browsing experience with the launch of its GoodNes skill for Alexa. With an Alexa device, consumers can now improve their cooking experience using voice instructions as well as a visual guide that lets users see and hear recipe steps in the paired web browser. It also provides them access to valuable nutritional information, fun facts, ingredients, and useful how-to videos especially designed to help them learn new cooking recipes and techniques.

You can find the GoodNes voice-assisted skill in the Alexa store. Once you enable the skill, you can link your account with your email to get a link to the unique visual guide. This visual guide is fully compatible with Safari and Chrome web browsers on laptops, tablets, and desktop computers.

brand story

 

 

marketing-make-or-break

What’s Trending in Marketing

Keeping up with what’s trending in marketing is an important way to ensure that your marketing efforts remain up to date. Not to mention that they can provide insight into how you can adjust your marketing strategies in order to improve your results. The only problem is that keeping up with what’s trending in marketing can be quite a challenge seeing as how the online marketing landscape seems to always be shifting.

The following are a collection of articles that we have curated from some of the most notable marketing blogs on the web highlighting recent marketing trends that we think you should be aware of:

1. Noteworthy Marketing News and Trends

The power of podcasting: How to boost your reputation and search engine rankings

Podcasts have exploded in popularity over the past five years, taking on the position that radio once had in our lives. As you can imagine, there’s a lot of opportunity for marketing using podcasts as a result. A recent article about podcasts published on Search Engine Land recommends establishing yourself as an authority within your field through the creation of webinars, video content, a social media presence and more. This helps build credibility so that you’ll have a better chance at being invited onto a podcast. Once you’ve built a name for yourself, you’ll want to pitch podcast ideas that can benefit your SEO efforts to podcast hosts that are relevant to your business.

YouTube’s new TrueView for Reach option makes bumper assets skippable

According to an article by Ginny Marvin on Marketing Land, YouTube recently introduced a skippable option for short-form ads that are called TrueView for Reach, which can be skipped after five seconds; however, advertisers only pay if the viewers watch 30 seconds, the viewer interacts with the ad or the video ends. YouTube has implemented this new option in response to requests for ways to optimize TruView buys based on the different campaign objectives that customers have. One of the beta testers of the TrueView for Reach option, Samsung, revealed that it reached over 50 percent more people at half the CPM (cost per thousand) using the new feature.

Google Switches to Infinite Scrolling Mobile Search Results

Google has switched from having to click from page to page on their mobile SERP (search engine results page) to being able to scroll down infinitely by clicking on a “more results” button. This could potentially change what it means to rank on the first page of SERP according to a recent write up on the new infinite scrolling feature on Search Engine Journal. However, it’s currently in a test phase, which Google will only make permanent based on user feedback.

What other trends are there? Check out these ten ways to use Google Trends to Increase SEO!

2. Growing Your Inbound Marketing

Do You Need to Redesign Your Website?

Your website plays a huge role in your ability to market effectively. If it’s been a while since you updated your website, it may be in need of a redesign. Our own Nicole Wagner did a write up recently sharing some of the signs that a website needs to be redesigned. These signs include poor web rankings, a change in branding, a lackluster conversion rate, an outdated look and a subpar user experience.

Your Company’s Core Values Play a Role in Developing Your Brand Story

Storytelling is one of the most important aspects of marketing. Without it, you’ll have trouble engaging with your audience and connecting with them. We recently published a blog post on developing your brand story detailing how important it is to employ storytelling in order to share what your company’s core values and beliefs are and how that will evoke stronger emotions and build stronger bonds with your audience.

3. Recent Marketing Reports, Updates, and Trends

Pinterest reports 50% gain YoY in SMB advertisers

The Pinterest Propel ad program has been around for a whole year now and it recently reported a 50 percent jump in small and medium-sized business advertisers since it first went live. Pinterest has made a concerted effort to position their platform as an effective tool for advertisers and also revealed that businesses who are using Pinterest Propel are earning three times as many clicks than those who are not — and are even experiencing an average of 15 percent lower cost-per-clicks within the first 90 days.

Snapchat looks to offer new e-commerce options for Discover Publishers

According to a recent post on Marketing Land, Snapchat is currently testing a new e-commerce option on some of its Discover publisher channels. The new feature will allow users to swipe on products within the Discover platform in order to buy them from the Snap Store. Although they are just testing the waters, the company seems to have great ambition for its store’s future potential. Several publishers have revealed that they have tested the new feature and that currently, Snapchat is not taking a revenue share from any of the products being sold so far during the testing stage.

Facebook & Cambridge Analytica: What we know, what they knew & where that leaves us

Facebook has been all over the news as of late due to the Cambridge Analytica scandal. Considering the fact that many businesses leverage the use of Facebook for their marketing efforts, you’ll want to know where the future of Facebook lies. A recent article on Marketing Land goes into detail about the scandal as well as Mark Zuckerberg’s recent testimony in front of Congress addressing the issue of Facebook’s privacy settings and user consent.

The future of retail is Generation Z-dependent — and martech is the way to reach them

A new generation (Generation Z) is coming of age, and like every generation before them, their buying habits are different. Rohit Gupta explains how important it is for businesses to begin adjusting their marketing efforts to better target this upcoming generation by providing numerous tips. These tips include customizing the purchase journey, connecting through social media, preparing for the use of voice recognition technology, and focusing on convenient shipping options.

mobile marketing techniques

Using a Website Redesign Checklist

When it comes to redesigning your website, there are a lot of different elements you’ll need to address, which is why you should use a website redesign checklist. The following website redesign checklist will help you gather all of the data you need as well as address the most important aspects of your website’s design:

Analyze your current website

If you’ve committed to investing in a complete website redesign, then you probably know what you want to improve. However, you should use analytics to diagnose your site’s issues so that you know exactly what’s wrong. For example, if you’re visitor conversion rate is lower than you would like, look at data such as bounce rates, page load times, CTA click-throughs and shopping car abandonment rates to pinpoint where your issues lie. Other metrics you’ll want to pay attention to include:

  • SEO rankings for important keywords
  • Total number of sales generated
  • Number of visitors
  • Number of unique visitors
  • Domain authority
  • Number of new lead form submissions.

Establish your goals

If you don’t know what you want your website to accomplish, then you won’t know what direction to take your website redesign in. Without goals, you won’t know what to focus on, nor will you know whether your website redesign is successful once it’s up and running. Make sure that when you set your goals, you can tie them to measurable results. For example, if increasing your brand authority is your main goal, then track metrics such as:

  • The number of unique visitors,
  • Time spent on page
  • Social signals (shares, likes and comments)

Determine what works

Just because your current website might have a few issues doesn’t mean that there aren’t elements that work really well. For example, maybe you’re redesigning your site because you want to update its look; however, your content is actually very effective at drawing in visitors and capturing leads. More specifically, you’ll want to make sure that high ranking pages are kept in place. When auditing your site, take note of what you think is successful as well as what needs work.

Analyze your competitors

In addition to auditing your own website, you should audit the sites of your main competitors. Take note of everything you like and don’t like about their site. Your aim shouldn’t be to just copy what they do but to get an idea of what they are doing so that you can create a superior website experience.

Identify your UVP

Your unique value proposition (UVP) indicates exactly what your business does and what makes your services or products unique. A UVP helps you stand out from the competition. You need to know what your UVP is because it will inform all of the content that you create for your website.

Keep buyer personas in mind

Your website should appeal to your target audience. Your visitors need to be able to connect to your brand’s messaging, after all. To make sure that this happens, all of your content should cater to your buyer persona. A buyer persona is a fictional representation of your ideal customer created using the available data you have from current and past customers, such as:

  • Demographics
  • Past purchases
  • Online behavior
  • Motivations
  • Needs
  • Wants
  • Concerns
  • Personal histories
  • Income

Here are the reasons why buyer personas are so important to a business

Map your buyer’s journey

Every visitor that comes to your website is going to be at one of three stages of the buyer’s journey. The first stage is the awareness stage, in which the buyer is seeking information that helps to define their problems or needs. The second stage is the consideration stage in which the buyer defines their problem and is searching for solutions. The final stage is the decision stage, in which the buyer chooses a solution. Your website needs to cater to visitors at every stage of the buyer’s journey in order to attract their attention, keep their attention and, finally, to convert them.

Set benchmark metrics

The goals you set should be general yet measurable. For example, the goal to increase brand authority is a long-term goal that doesn’t end. Because of this, you should set benchmarks so that you can judge your site’s performance. For example, social signals are a good metric for measuring brand authority. You could set benchmarks for how many shares you want to average per blog post by a certain date. If your metrics meet this benchmark by this date, then you know that your redesign is working and you can set the goal posts even further. If you don’t meet this benchmark, then you may need to make more adjustments.

Optimize your site for SEO

Implementing a strong search engine optimization (SEO) strategy is vital to consistently attract new visitors. Google takes into account a variety of factors, including keywords, link juice and social signals. You’ll need to do keyword research to identify unique keywords relevant to each page. These keywords should be used naturally in your titles, headers, body content, anchor text, alt image tags, HTML tags, meta tags and title tags. External links are earned by promoting and linking to your website’s content via social media, submitting your website information to local directories and by writing guest blogs. Social signals are earned by getting visitors to engage with your content, such as by liking, sharing or commenting on it.

Optimize your site for mobile use 

Many people use their smartphones and tablets to browse the Internet. This means that your website will need to load and display properly no matter how small the screen size is. The easiest way to ensure that your site is mobile-friendly is by using a responsive design. You can check to see if your current site is mobile-friendly by using Google’s Mobile-Friendly Test. Just type in the address for each webpage and it will determine how mobile-friendly it is.

Find opportunities for conversion

Calls-to-action should be used on every page to encourage visitors to convert. Without calls-to-action, visitors won’t know what you want them to do. Not only should you use relevant CTAs on every page, you need to offer something of value to visitors in return for opting-in. Depending on your what your business offers, this could include downloadable eBooks and white papers, email newsletter subscriptions, product discounts, free trials, free consultations and more. Unique landing pages should be crafted for every call-to-action that focus on the visitor’s needs, your UVP and how what you’re offering can benefit them.

Implement a content strategy

Whatever your goals are for your website, their success will depend on your content strategy. You need to provide high-quality content that is relevant to your buyer persona’s needs and concerns and that is informative, helpful and unique. The best way to do this is through a website blog. Additionally, you’ll need to regularly publish new content to keep your audience engaged and to make sure that they return to your site. While writing good content is important, you’ll need to market it as well. An important part of your content strategy is establishing exactly when you publish your content (it should always be on the same day at the same time) and where and how you promote your new content.

Continually improve

Don’t assume that once you’re done with your website redesign that you’re finished. A good website design is one that is always being improved. You should track your metrics and make adjustments to your design whenever needed. If you meet your goals, you should establish new ones. Move your goal posts further so that your website can continue to grow and improve. Additionally, you should always be uploading new content to keep your website fresh, thereby maintaining or improving your search engine rankings.

Want more resources on how to redesign your website? Click here!

Are Keywords Still Required To Increase SEO Rankings?

Although the use of keywords no longer has the power to increase SEO rankings the way they once did, they continue to play an important part in online marketing strategies.

SEO has evolved greatly over the years, to the point where it’s almost unrecognizable to what it was just a decade ago. Google has continuously updated its algorithm to make its search results more accurate and relevant, and they’ve cracked down on the abuse of keywords to artificially boost web rankings. These days, Google uses over 200 factors to determine search rankings; however, keywords still play a vital part. The following are three ways that keywords are still important to your SEO rankings:

Identify Relevancy

The use of high-quality keywords can help Google to identify what your content is about so that they can their SERP (search engine results page) more accurate. It’s important to use good keywords, such as long-tail keywords that are backed up by semantic keywords. This helps prevent Google from mistaking your use of keywords for similar keywords in subjects that are not the same.

For example, if you write a blog post about the best apples (as in the fruit) and your keyword is “how to choose the best apple,” Google might mistake this for the company Apple. Visitors who come to your site looking for information on new Apple computers are going to be annoyed and will leave immediately, thereby increasing your bounce rate, which will affect your rankings. The stronger your keywords are in regards to relevancy, the more accurately Google will rank your content.

Match User Intent

Knowing what your target audience is searching for will be very beneficial, not only in building your own keyword list to match their search queries, but to use those keywords in content created to match the user intent. Basically, the use of keywords and content created to match the user intent of the keywords your audience is using will put you in a greater position to fulfill their needs at whatever stage of the buying journey they are at. If they click on your page and it’s exactly what they’re looking for, they’re more likely to stay on your site for a longer period of time and to engage with your content, resulting in higher rankings.

Learn how to drive website conversions during each stage of the buyer’s journey! 

Attract Higher Quality Leads

Overly broad keywords will bring in traffic, but it won’t necessarily be your target audience. Bringing in empty traffic doesn’t do anything for your site if your visitors don’t have interest in your brand. By using stronger keywords that are more specific, you’re more likely to attract visitors that match your buyer persona.

While you might think that doing this could limit your web traffic, this may not be true. More specific keywords are likely going to have less competition than broader keywords, which means you’ll have a much better chance at ranking higher. For example, you’re not going to rank very high for “apple” for obvious reasons, but you’re more likely to increase SEO rankings with a more specific keyword, such as “best tasting apples in Sacramento.”

Keywords aren’t the only thing that you should be focusing on as you attempt to increase SEO rankings, but they still play a very important part in your SEO strategy. In fact, although they may not be as defining a factor in your rankings as they once were, you could argue that they play an even more important part in your inbound marketing campaign as a whole. For more professional advice on how to create an effective SEO campaign, contact us at Stevens & Tate today.

17 SEO MYTHS YOU SHOULD LEAVE BEHIND

Website Redesign Tips

Once you’ve decided to redesign your website so that your business can remain competitive, you’ll want professional website redesign tips to help ensure that your new website design will be effective. Without one, your site is likely going to continue having some of the same problems it currently has. Redesigning your website without a plan is basically like doing temporary repairs and hoping that they will hold up.

Questions to ask when planning your website redesign

If you’re in search of website redesign tips to figure out what you need to change, then you’ll want to start by asking yourself key questions about your current website design. The following questions will help you understand where your current website’s issues lie and how your website can be improved.

What do you think needs work on your website?

If you’ve identified the need for a website redesign, then you should have some idea of what areas of your current website need work. However, you should still go through your entire site to see if you can pick up on anything that you think needs to be addressed. Pay attention to:

  • How long pages take to load
  • How easy it is to navigate
  • Whether your links are working
  • Whether visitors are engaging with your content
  • Whether your content is outdated
  • What kind of impression you have of the site’s look

What do visitors think about your website?

Your visitors often have a better perspective on how functional your site is to use than you do. In fact, some of the best website redesign tips you can get are from your visitors. Pay attention to some of the common questions that your visitors are asking concerning your website. You can also look at what your visitors are searching for most in your search bar. For example, if they are searching for your contact information, then your contact page may not be as easy to find as it should be.

Why Your Website Redesign Would Benefit From An Inbound Marketing Strategy

What is your website’s main goal?

You should have one main goal, whether it’s generating sales, increasing brand authority, converting leads or spreading brand awareness. This goal will help guide you when it comes to making your website design choices and will give you something to benchmark your site’s results against.

What are your competitors’ websites like?

One way to get an idea of what works and what doesn’t is by taking a look at the competition. Spend some time going through one of your competitor’s websites. It’s often easier to judge another website objectively than it is to do so your own. You’re likely to notice that your more successful competitors have the more effective website designs. Take note of some of the things you like about their site as well, such as the layout, features or some of the pages they have that you might not.

How often do you update your website?

You should be updating your website regularly, even if it’s just to post weekly blog content. If you’re not, it could be because your current website is just too difficult to update. Fortunately, there are content management systems (CMS) available that makes it easy for anyone to update a website, whether they are technically proficient or not.

Want more resources on how to redesign your website? Click here!

website redesign inbound marketing strategy