Advanced Testing:4,000 A/B Tests can Teach You

smx-advanced-sign-1920-768x432SMX Advanced has always featured the industry’s top talent discussing what they’re passionate about: search marketing.Last week’s conference in Seattle was no different.The goal of the presentation was to present the many nuances which go into a successful A/B testing plan.After 4,000 successful conversion rate optimization (CRO) implementations, Shukairy has developed quite a knowledge base.

Below I have listed Shukairy’s few key takeaways, along with some additional insights and commentary:

1.We often focus on the wrong thing
We need to keep our long-term testing plans in mind when executing our strategies.Additionally, Shukairy reminded the audience to be skeptical of giant lifts in performance; if you see a huge lift in conversion rates (CVR), then check to make sure that (a) you’ve run the test long enough to produce meaningful results, and (b) this test is not an outlier.

2.Create a compelling website narrative
There are three types of A/B testing: element-level testing, page-level testing (layout) and visitor flow testing. Shukairy notes that page-level testing can yield between 7-9 percent improvement in CVR, while visitor flow testing is something that’s going give you larger improvements (successful implementations can show 16-18 percent improvement).However, even the best testers will reach a threshold without a compelling narrative. Define your narrative and “wow” your visitors.

3.Don’t assume you live in a vacuum
Your website experience is only a single touch point for customers, so it’s important to consider your website within the context of your entire brand.Consider your brand from the perspective of your potential customers — ask yourself, “How does my brand look to my audience?”Understand every touch point and its impact on the consumer, as each touch point can impact conversion rates.

4.Don’t assume you know everything about customers
Listen to customers through qualitative research.Polls and surveys to uncover motivations should be conducted prior to launching A/B tests on your web experience.Well thought-out market research is essential to development of a good hypothesis.

5.Obtain buy-in from everyone
Make sure you can get buy-in from all client stakeholders regarding the philosophies of CRO.You need everyone in different departments to be vested in order to succeed.The more information, discussion and engagement you receive from different departments, the more successful your CRO efforts will be.

6.Embrace failure
Shukairy noted that only 13 percent of A/B tests report significant uplifts — which means that 87 percent do not.Let this fact change the way you think about CRO. More often than not, your tests will fail to drive meaningful growth.That means you must push through and innovate onyour failure, using failed A/B tests to generate research opportunities.

7.Align your website objectives with overall business KPIs
A testing tool is only as useful as the actionable insights obtained from it.So, when measuring the results of your A/B tests, ask yourself, “What is the dollar impact?”If you can’t answer this question, you may need to update your reports to ensure that you are measuring KPIs (key performance indicators) that most closely align with business objectives.

8.Understand A/B testing statistics
There is a key statistic that most testers underutilize: statistical power.Statistical power is the probability that a statistical test will detect an effect when there is, in fact, an effect to be detected.A high statistical power reduces the likelihood of making a Type II error (concluding there is no effect when there actually is one).

9.Be careful with pollution of your A/B testing results
Run tests longer, and don’t make changes while the test is running.Any change you make to the test environment during a test will pollute your results.This includes trimming off under-performing variations, changing the allocation percentage of traffic and so on.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Link Builders Really Want You to Know


I have done many things in SEO, and none have even come close to being as mind-numbing and frustrating as link building.It’s been even rougher than usual lately, and that notion is one shared by many of my link-building peers.After doing this for so many years, I can tell you that the summer months can be really,really difficult.Everyone’s on holiday, response rate goes way down, and then if you actually do negotiate alink, you can wait weeks for it to go live (because, again, everyone’s on holiday)!Unless you’re a magician (or a charlatan), you cannot look at a site and make a concrete determination about how many links are required toobtain the desired rankings and traffic numbers.You can’t look at a target site and accurately gauge how getting a link on it will impact your site.You can look at two comparable sites, one performing well (Site A) and one not so well (Site B), and see that Site A has roughly 5,000 links while Site B has 300.From there,you can recommend that Site B build some more links, because that is obviously an issue.However, that’s kind of where it ends, and that’s what we want everyone to understand.

The numbers
We calculate a lot of annual numbers, and one that stands out is the average number of hours it takes us to secure one link.That’s taking everyone on the team into account.Some links happen almost instantaneously when you’re intentionally going after them.I’ve had some great links go live within 15 minutes.I’ve also had links go live after months of back-and-forth negotiating with webmasters who go on holiday and forget you, then only respond to your emails once every few weeks.I’ve had many links go live, and they are not even remotely what I wanted or hoped for.Just finding good sites to contact is definitely the hardest part of our job.I can go through 100 pages of search results and find two sites worthy of a contact.I can spend a whole day finding three good sites for a client.I can also luck out and get on a great roll finding amazing sites, but again, this whole process fluctuates like you can’t even imagine.

When you’re the client
If you’re the client or business owner, here’s what I hope you can realize: we can’t perform miracles.Your site might not be nearly as amazing as you think it is.Your products may not be that great, either.You may have a less than stellar reputation.We also can’t control what people do after our negotiation takes place. We may be promised a link as soon as the webmaster can get to it.We may see it live and say thank you and then the next day it’s down. We may go look at it again in four months, only to find that a competitor has come along and had the webmaster swap it out. The article where the link was placed may have been pristine when we placed it, and now, a year later, it is full of obviously paid and spammy links.Sometimes we can fix these issues.Many times, there’s nothing we can do — and that’s really no one’s fault but the webmaster’s.

When you’re the webmaster
If you’re the webmaster, yes, we realize you are possibly annoyed by unsolicited emails.However, there really is the potential that the link we’re proposing you add to your site may be seen as beneficial by your readers.I’m not saying that’s always true, of course, but providing links to good resources does make for happy readers.We want our clients to be happy, but we also just really want the link to be correct for you and your audience, too.Our clients have very little to gain if no one wants to click on the links we place, and if no one wants to click on your site’s links, they may not keep returning because they won’t trust you.

When you’re the web developer
I really had no idea how complex link building was until I did it.When we started our agency, I didn’t build links as I oversaw the work and dealt with clients.I thought some of the reasons my employees gave me for poor performance were just excuses for laziness until I jumped in and did the work myself.You don’t get to fix a technical problem and walk away.You don’t get to rewrite all your titles and move on to something more fun.You don’t get to have seasonal consistency when you can’t get links if everyone’s preoccupied with holidays or vacations.With link building, it’s a never-ending process that can be frustrating but gratifying,especially when your efforts are appreciated and your issues understood.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Few Reasons Your PPC Programs Can Fail


There can be many reasons.But sometimes, behind those failures, is some inadvertent self-sabotage — sabotage that will virtually guarantee a failed PPCprogram.To help you avoid inadvertently setting your PPC programs up for failure, I’ll use this column to describe four ways to “help” your PPC programs falter or self-destruct.

1.Put too many options on your landing page
You want people who’ve clicked on your ad to take the next step, whether it’s requesting a quote, giving you a call, downloading a package or something else.Landing pages go astray when they provide too many options for visitors.Ideally, you want to limit the number of actions that landing page visitors can take to just one or two.When you give visitors too many options, they’re likely to get sidetracked or confused and take no action at all.As you can see, this landing page sends visitors in all kinds of directions, taking them down a wandering path that may never lead to a conversion.In this case, I would narrow the options to a phone number (and use website call tracking to see if it’s getting any traction) and either a download or a contact form (preferably one landing page for each so you can test which option works best in this market).

2.Don’t touch your PPC account for six months or more
Sometimes, it’s just one of those things.Maybe the client’s marketing team opened the PPC account and assigned it to a team member.Then that team member left,and the team hasn’t gotten back to it.These things happen. And while it’s not ideal, it’s understandable.But sometimes we find that accounts haven’t been touched in months when we take them over from an ad agency.(It doesn’t happen often, but it does happen.)Som agencies make risk management their highest priority.(And, to be fair, sometimes the client is highly risk-adverse.) Some have tight budgets they need to adhere to.Either way, the agency locks down the account settings like Fort Knox.They choose conservative settings — such as exact match, shared or limited budget settings, tight ad schedules and standard ad rotations —so there’s no chance of “wasted” ad spend or overages.Perhaps coincidentally, these settings also minimize the need to manage the account. If you choose nothing but the most restrictive settings, there’s little to monitor and few decisions to make.But the problem with this kind of “batten down the hatches” approach is that it’s extremely limiting.You’ll never get awesome results unless you’re willing to experiment, try different strategies and tactics, and, yes, take some risks.And that means putting some money behind your efforts and monitoring daily, even hourly, to see what happens.

3.Don’t include sitelinks
Most of us can agree that sitelinks are a key component of almost any PPC campaign or account.They offer advertisers many advantages.But even with all these advantages, clients will occasionally ask us not to include sitelinks in their ads.When we ask why, we get one of these responses:

‘I don’t think they’re necessary.’Sometimes clients state that they only want to send visitors to their one landing page.And because the ad is sending visitors there already, sitelinks aren’t necessary.What they don’t realize is that we can use sitelinks with different messaging to capture visitors who might otherwise not have clicked on the ad — all while continuing to get the visitors who are clicking to the main landing page.Having the extra ad real estate is well worth the effort.

‘My competitors aren’t using them.’
If your competitors aren’t using sitelinks, that’s exactly why you should be using them.Sitelinks will help you stand out from the competition and may even help rank your ads higher.‘I don’t want to draw too much attention to my ad.’I have to question the logic of this one.As an advertiser, you want to draw attention to your ads.Will a lack of sitelinks cause your PPC program to sputter and die? Perhaps.If it indicates a general reluctance to explore different AdWords features, then it could be the canary in the coal mine.

4.Focus on the ‘wrong’ metrics
One of our clients likes to test things — and we love that about him! Thanks to his willingness to let us experiment, we’ve been able to discover and deploy some highly effective and profitable strategies in his accounts.Recently, he read an article that said having a high Quality Score can save money on ad spend due to lower costs per click.This makes sense.But generally, we don’t focus too much on Quality Score as a metric.In our experience, if you have relevant keywords, which trigger relevant ads, which land on relevant landing pages, then your Quality Score will take care of itself.In this case, our client’s Quality Score was already good (his lowest was a seven), so we weren’t totally convinced that bumping his score to an eight or nine was going to make much difference.But he was adamant in wanting to try it, so we agreed.It’s easy to get fixated on one or two PPC metrics, to the detriment of the others.This is especially true when the metric seems to encapsulate everything into one simple number.But if you steer your PPC program based on one metric, and one metric only, you’ll probably end up in the ditch.

No one wants their PPC program to fail
No one wants their paid search program to fail.And in some cases, you can do everything absolutely right and still struggle.But at the very least, you can improve your odds of success by not sabotaging your own efforts with these four PPC duds — guaranteed!


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Few Mistakes Ecommerce Marketers are Still Making


Lack of proper brand vs. non-brand segmentation in Google Shopping
If you have a strong brand presence (high volume/well-known brand) and see significantly more efficient CPAs/ROIs on this traffic (which is likely), you will want to segment your campaigns in order to properly capitalize on it while ensuring you are not overpaying.In order to do this, you will want to duplicate your Shopping campaigns and designate one “brand” and the other “non-brand”.You will then want to set the priority of your brand campaign to low (yes, this is the opposite of what you might assume!) and add all of your brand keywords as negatives into your non-brand campaign.

Leveraging only dynamic product ads for remarketing
Many ecommerce marketers tend to rely only on dynamic product ads (whether on Facebook or the Google Display Network) when remarketing totheir audiences.Yes, these ads are a very efficient way to remind audiences about products or products similar to the ones they were viewing and get them back on the page to convert.With Facebook especially, standard ads better allow you to speak to your customers and to test different messaging and creative regarding value props, credibility, and overall themes.In addition, you can easily test how offering discounts or incentives like free shipping may help increase conversions.

Minimal segmentation of RLSA audiences
While this is a good way to identify high-intent and low-intent audiences, you are not capitalizing on advanced segmentation techniques that can advance your marketing from a standard RLSA/remarketing approach to a strong strategic approach.Build audience lists based on where in the site users visited and which products and product categories they’re interested in.Leverage Google Analytics data to segment audiences based on time on site, number of pages viewed,etc.After segmenting these various audiences, I recommend that you apply them to your searchcampaigns with no bid modifiers.Allow Google to collect data and show you how these audiences perform, then apply bid modifiers to push hard where appropriate.

Using only Google and Bing Shopping

amazon-300x300Don’t forget that although Google and Bing are the biggest shopping comparison engines, they’re not the only ones available.It’s important to capitalize on other shopping engines, which in aggregate are the most powerful tool in the ecommerce marketer’s belt.Although these other CSEs may have much lower volume, they still contribute to incremental purchases usually with less competitive CPCs that bring the prospects of good efficiency and ROI.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Protect Your Brand on Amazon Today


Few e-commerce platforms present more opportunity and potential for brands looking to gain visibility and sell their products online than Amazon.In many cases, a brand’s products end up on Amazon without the company’s approval.It’s not uncommon for unauthorized sellers to even upload a company’s proprietary images for use in these unwanted listings.In addition, Amazon doesn’t allow brands to introduce in their listings any content that drives Amazon shoppers to a third-party website or brick-and-mortar stores, which makes it difficult for a brand to keep the value of its products from eroding when items are priced artificially low on the Amazon platform.In working with brands on Amazon,we’ve seen these pain points come up time and time again.Brand owners are frustrated by the fact that they are unable to control who sells their products, unable to control the pricing of their products by both authorized and unauthorized sellers, and unable to control the use of their intellectual property such as images, text, and trademarks.

Amazon Brand Registry 1.0 vs. Amazon Brand Registry 2.0
For years, Amazon has had a brand registry.In the past, however, this brand registry called Amazon Brand Registry 1.0 only allowed a brand to control content on its own listing and to create listings without a Global Trade Identification Number (GTIN) such as a UPC or AIN for its products.With Amazon Brand Registry 2.0,brands selling on Amazon are given access to a few new and exciting features such as adding extra images and a brand story to its listings to enhance brand awareness and promote customer loyalty.Most importantly, though, Amazon Brand Registry 2.0 showed early promise that it would give a brand more control over how others sell its products.The introduction of Amazon Brand Registry 2.0’s release followed Amazon’s November 2016 decision to begin “gating” certain brands,making it so that third-party sellers could not sell certain brands’ products without presenting to Amazon written permission from the brand owner or legitimate invoices.In order to qualify for the program, the brand will be required to provide a registered trademark and its coordinating serial number.Unfortunately for up-and-coming brands, pending trademarks don’t qualify for Amazon.

Brand Registry 2.0 Today
When entering a trademark on the Amazon Brand Registry 2.0 application, one must be careful to exactly match the spelling of the trademark as it appears on in mind that it’s case sensitive and spaces count as well.Next, one will be required to enter the contact information for the brand holder and/or the brand’s legal representative.The last step is to upload any photographs that the brand would like included on any packaging as well as an image of the brand’s logo.After submitting the required information and sending the trademark confirmation code to Amazon, one should be all set and ready to start accessing the new tools and features of Amazon Brand Registry 2.0.

How Amazon Brand Registry 2.0 Helps Brands Protect Their Intellectual Property

This new feature looks a little more like a simple hyperlink, but it’s a powerful tool that Amazon Brand Registry 1.0 didn’t offer.Through this link, brands can save hundreds of hours searching for sellers who are abusing their intellectual property, thanks to the tool’s powerful new search features.These search features allow one to search for specific text, keywords, and even images by using a tool similar to Google’s reverse image search.If a brand owner finds that its intellectual property is being misused, Amazon Brand Registry 2.0 streamlines the reporting process, making it easy to take action against the violator(s).In working with numerous brands,we’ve found that hunting down listings that are misusing a brand’s copyrights and trademarks is one of the most arduous steps in protecting its intellectual property.With Amazon Brand Registry 2.0, this process has been drastically simplified.Amazon Brand Registry 2.0 still doesn’t give brands the power to control authorized sellers or demand exclusive distribution of its products.Rather, the new system only makes it so brands are able to protect their intellectual property by reporting sellers who are misusing copyrighted text, images, and trademarks.

Making the Most of Amazon Brand Registry 2.0
Amazon Brand Registry 2.0 isn’t a perfect solution.However, it’s certainly a step in the right direction.It puts more power back into the hands of brand holders whose products are sold on Amazon.Brand owners will also want to check out the additional enhanced brand content that Amazon Brand Registry 2.0 allows them to include on their listings.This feature should help companies grow brand awareness andrecognition.Brand Registry also has a new perk that helps new brands get their first reviews.The Early Reviewer Program, only available to U.S.Brand Registered Sellers, is a program for products with less than five reviews and a selling price of $15 or more to get their first reviews.The program is reasonably priced at $60 and a great value for brands looking to garner their first reviews for proof of concept on their Amazon ASIN.In the future, there’s a real possibility that Amazon will introduce more features and tools to Amazon Brand Registry 2.0; the company has a history of both adding and removing features in response to changes in the market.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Elements of a Content Marketing Strategy


Building a content marketing strategy will help ensure that all your time,energy, and money are focused on reaching a particular goal that helps your business grow.Concentrating on this goal will prevent you from creating irrelevant content pieces that will stand in the way of attracting new visitors and listening to the needs of existing customers or clients.A smart content marketing strategy will also help drive more organic traffic to your website on a daily basis.There’s no better source of trafficthan organic search because it delivers relevant traffic with little or no additional investment required.

Here’s a few step process for creating a content marketing strategy that works.

1.Define Your Goals
This is the most important step.It will put you on a path toward building the winning strategy.Although defining your goals may sound easy, it isn’t always.You need to think about how you want content marketing to help you and what objectives you will accomplish once it’s integrated into your work schedule.

Your objectives might include increases in:
*Organic traffic.
*Unique page views.
*Leads generated.

Sometimes, misguided by a poorly defined strategy and questionable goals, we get this kind of tunnel vision that prevents us from seizing the moment.These questionable, or rather, futile goals are any KPIs that are tangential to attracting new visitors, generating more leads, and onboarding new clients.

2.Investigate the Competitive Landscape
Find out what kind of content your competitors and other industry leaders have produced, and how this content is performing.You can use BuzzSumo to analyze specific posts and articles created by your rivals and industry experts.Not only will this tool tell you all about your SMM signals like shares and likes, but it will also tell you your number of links.The only thing BuzzSumo doesn’t offer is organic traffic analysis.Thankfully, there are tools like Ahrefs and SEMrush.

3.Find Out What Content Has Worked Best for You
When some people hear someone say, “Go to Google Analytics” out loud,shivers often run down their spines.But it’s really not thatcomplicated.Google’s support forum typically explains everything in a step-by-step manner.So, go to Google Analytics and check which of your articles are getting the most page views:

4.Learn About Your Audience’s Interests & Needs
Tune into what your users are telling you using their keyboards.See what your target audience is searching for in Google using a tool called Answer the Public.This tool scrapes Google’s autosuggest search queries.Twitter Audience Insights is another great source of information for getting to know your users better.This will give you an idea of what kind of content is highly appreciated in your industry.

5.Create an Amplification Plan
During this stage you need to deliver a detailed plan for how exactly you’regoing to distribute your content and get it exposed to a broader audience.Here’s an action plan that you can use to better promote your content and, as a result, generate more traffic, attract more leads, and increase your sales.Pay attention when setting up your ad and selecting different audience interests.Use brands that your audience also likes.For instance, if I were creating an ad for the digital marketing industry, then for a post about ‘content marketing,’ I’d add the key phrase “digital marketing industry” as one of my audience’s interests.

Now you know how you can build a powerful content marketing strategy fromscratch.Sure, you can just write some content, publish it on your site or elsewhere, and do a couple of social media shout-outs.But that won’t bring the traffic and leads you want in the long run.You need to know exactly what kind of posts resonate best with your audience and get strategic about your outreach plan.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

SEO and content convergence:Making the most of moments that matter


It’s no secret that SEO and content marketing complement each other.SEO helps users connect with and discover information about your brand, while content marketing ensures that information is relevant, engaging and primed for conversion.Just as SEO alone is not enough to guarantee content quality and relevance, content marketing alone is not enough to guaranteeperformance and results.When the art of content marketing combines with the science of SEO disciplines, marketing success is truly guaranteed.

The convergence of SEO and content marketing has been a topic of conversation for many years, and now the fusion is finally happening.

SEO and the science of discovery
Despite how advanced search engine algorithms are today, they still don’t process information in thesame way people do.Therefore, it remains crucial to make it easy for search engines to understand every piece of content you publish.Good SEO helps search engines do just that, allowing them to determine whether your content will be the best answer for searchers.Content marketers must understand and adhere to SEO best practices to avoid causing technical errors, duplicate content or orphan pages.

Content marketing and the art of creation
Content is the key to building these relationships.It should encourage readers to think deeply, and it should invoke emotions.As much as people like to think their choices are based on logic or concrete facts, emotions are also important to decision-making.People remember experiences — not text.That’s why stories resonate.Creating stories that resonate with an audience is key to content engagement.Consumers must find value in the content you create;otherwise,the time and resources spent are wasted.No amount of optimization will help content that consumers don’t find useful or engaging, so alwaysproducecontent that offers a unique perspective, inspires conversation, is timely and fulfills a need.Just as content marketers must understand the technical aspects of SEO, they must also understand and adhere to new creative ways to build and amplify their content, build processes and cultures of content in order to implement integrated and scalable content marketing plans.

Below I share a few important content marketing tips for the traditional SEO marketer:

*Utilize SEO data to see how people engage.

*Think about the customer journey.

*Do ongoing customer analysis.

*Always be measuring.

SEO is critical to maximize the value of content.The right audience must be able to find the content, and the content must drive business results.Brands that want to deliver richer and more meaningful experiences must learn to fully understand and capitalize upon intent.

In order to do this, SEO and content marketing teams must:

*Establish shared goals.

*Work as one unit.

*Measure and analyze.

*Continually evolve and adapt your tactics.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Boost Exposure for Local Website Pages


The truth is, successful local search engine optimization tactics are ones that business owners are often already implementing on a national level, just not on the local level.Below, I discuss specific local search engine optimization tactics that I’ve recommended to my own clients that have proved successful through higher SERP rankings and increased local organic traffic.However, the key here really is resource investment and the trust that these tactics will work at the local level.

Unique Content
In my opinion, this is the most difficult tactic to get client buy-in with.Creating unique and engaging content for each business location is time-consuming and daunting. Sometimes a site doesn’t even have location pages and if they do,nine times out of ten, content from the national pages are simply copied over onto the local pages.Not only is this not going to help with local rankings,the site can suffer duplicate content penalties.Canonical tags can be implemented but from a strategic standpoint, the national pages will likely be deemed the canonical versions, which leaves the local pages with little to no chance of ranking.When a business’s offerings are essentially the same for each location, it’s undoubtedly hard to talk about said offerings in considerably different ways.

Hyper Local Optimization
Optimizing each local page’s metadata can also boost local rankings.This should mainly entail updating title and description tags.Keyword research, at the location level, should be performed to find the most relevant keyword phrase(s) to target.Additionally, competitor landscape for each potential keyword phrase should be examined at the geo level to determine whether or not the page being optimized has a chance to rank organically.Lastly, you want to try to follow best practices whenever possible and stay within the character limitations so that the title and description tags aren’t truncated in the SERPs.

Local Citations & NAP
Simply put, citations are mentions of your business on the internet.Listings on Chamber of Commerce sites and directories are two common, legitimate examples.Citations validate your business’s contact information and the more credible citations your business has, the more likely you are to rank higher.For multi-location businesses, consistency should be the main focus.NAP (Name,Address, and Phone Number) should be listed on the website as it is listed in your GMB (Google My Business) profile and any other online citations or listings.

Internal Linking
Internal links, created when one page hyperlinks to another page on the same website, can also helplocal rankings.These types of links pass on what is called “link juice” in the SEO world. Link juice is equity that a page has based on a number of factors, including, but not limited to, other internal links,quality backlinks, unique & engaging content, etcDeeper pages become more easily accessible (by users and search engine bots) through internal links.Most optimally, top navigational pages should link to corresponding sub-navigation pages and so on.Doing so passes on a portion of the linking page’s credibility.Again, the aforementioned local search optimizations aren’t new in the SEO world.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Grow Your Facebook Fan Page With the Marketing Strategies


Facebook is an effective way of reaching out to all those people who matter most to your business.Myriad businesses are using this source for increasing sales these days since it is a bit differ from other media.

It is factual that Facebook helps you grow your business and to market your business successfully on Facebook there are some Facebook marketing strategies that will set you up for success.If your Facebook Page growth has been stalled lately, time to peak in to some useful strategies that can help you growing your Facebook Fan Page.

Why Facebook is useful for marketing your business?
It is a universal fact that Facebook has already millions of users, which log in at least once a day and there is a high probability that your customer is using Facebook.For that reason, through this social networking site, you can market your business to your customer directly instead of waiting for him to come to you.Creating an exciting fan page could be the beginning of your marketing potential since once the fans starting flocking to your fan page; you can directly interact with them and doesn’t require anyone to talk on your behalf.Building a buzz and getting your customers to share your promotions and spread your brand name through word of mouth are some of the things that you can do on fan page.You can allure your local customer by rewarding him with exciting gifts or discounts.

1.Connect with other Page admins
Make a live connection with other page admins who already have a similardemographic to yours andpromote each-other.For instance, if you have a pizza parlor page with a Facebook page, make a live connection with the ice-cream parlor in your neighborhood so that may draws the same clientele.Have a word with him and do Facebook cross-promotion by sharing each other posts with audiences.

2.Tag your fan page from your Facebook profile
Make easy for your friends to know about your business page through Facebook profile.It is widely known that pages are not being seen much in the news feed, so people have no idea about what the page owner is to do.However,through tagging your fan page you can spread a word about your business and people can easily mouse over your page and like the page right from the update.

3.Add Facebook profile on your email signature
In a day, many emails that you send to your clients and others.Consider adding a link to your page in your email signature.Many of email programs such as Gmail can easily customize your email signature with clickable icons.This way you can promote your fan page amongst friends and new customers.

4.Disseminate an accurate information
Information is something that rules on the page and if your information is not up-to-the-mark, how can you connect and win the hearts of your customer.It is important to disseminate the informationaccurately and timely.For instance, if you have introduced an offer that will be over by end of the day, then there is no point posting it on next day when the offer is over.In order to get the attention of your customer make sure that you are posting the accurate things on your page.

5.Invite your friends and customeres
Through your Facebook profile, you can also invite your friends and customers to join your page.Once you have enough friends on your fan page,apparently you can make a community page or group sharing whereyou can interact with your customers and answer their queries.

6.Comment carefully on other pages
Interact as much as you can and this is only possible when you participate on other pages where your audiences are already interacting.But bear in mind that whatever you speak or comment will directly put impact on your fans.So, it is essential to comment carefully on others pages.

7.Add like button to your website
“Like” button can do a lot for boosting the sales and getting good traffic, you must have seen a chain of “likes” happens when one friend like a page and it shows in your news feed and after seeing the like, another friend would hit the like button and so on.This way, the chain of like forms and you can getmany likes hit on your page.

8.Run Facebook contests
Running a contest or conducting any contest on your page is the best way to get more likes on your page. Though, it does cost you some but it will not harm your marketing budget.Since many people are using mobile apps, running contest on Facebook can also make you connect to those who are not using Facebook all the time.It is one of the best ways to promote your business and adding new customers to your fan list.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Who Should Optimize Content:SEOs or Content Writers?


Content marketing and SEO are pretty closely related in the digital marketing sphere, but they can also be miles apart in execution.There are certainly some overlapping areas between the two, but is there enough to allow your SEO practitioner to also be your content marketer, or vice versa?In my (almost) 20 years of performing and overseeing successful digital marketing campaigns,I’ve come across a lot of “jack of all trades” types.I have argued over the years that having one person do everything isn’t a solid model for a high-performing web marketing campaign.After all, the skills required to,say,optimize a PPC campaign are vastly different from those required for organic SEO.Let’s get back to content and SEO.On-page optimization is a core piece of theoptimization process — and that means working with content is part of an SEO’s job.

Technical vs. creative
SEO is more than the art of getting top search engine rankings.In fact, most of what comprises true SEO has very little to do with art — or even creativity, for that matter.The bulk of an SEO’s time is spent analyzing and fixing site architectural problems.Most websites — even those built in WordPress — come packed with layers upon layers of issues.I would guess that 50-80% of them are structural in nature, having little to do with the actual content on the page.But that doesn’t minimize the importance of content in regards to SEO.In fact,there’s something of a circular relationship between the two: Content has a hard time gaining traction in search if the search engines have trouble accessing or analyzing it properly, but fixing site architecture issues is rarely enough to rank well in search results.Thecontent has to be optimized and valuable.

The SEO’s role in content
When it comes to the content portion of the optimization process, the SEO should be in charge of keyword research and selection.It is not the copywriter’s job to go out and do hours worth of in-depth keyword research, or tonecessarily be responsible for selecting which keywords should be targeted for any given page.The job of the copywriter is to integrate the keywords provided by the SEO into the content.The SEO hands the list of keywords to the copywriter, and the copywriter edits, tweaks, rewrites, and adjusts the content accordingly.Left to the more technically mature SEO, the optimized content would probably be weighed down by keyword usage.A good writer knows how take a list of keywords and shape them naturally into a well-rounded piece of content that covers the topic effectively.After the keyword research process, the primary function of the SEO in regards to content is to make sure it’s accessible.This means ensuring all pages have a title, description, and unique content — and that the search engine spiders can find it and analyze it properly.

The writer’s role in SEO
Today, I would argue that the content writer needs to know more about SEO than the SEO needs to know about writing content.This is because writing incredible, optimized content requires some understanding of how search engines work and what they are looking for.The writer should always start out focusing on the visitor.Meet their needs first and foremost.But they can’t neglect the preferences of the search engines.The content should be created to serve both simultaneously.Without this knowledge, the content will likely be subjected to rewrites after the SEO reviews it.Might as well save yourself the time and have your writer dig a bit into SEO so they can cover the bulk of what search engines want on the first pass.

Everyone has a role
Absolutely.But very few people are both technical and creative at the same time.My recommendation would be to allow your SEO to focus on the technical and your writer on the creative.But it’s not a bad idea for any writer to have to have a technical grasp of what makes content great in the eyes of the search engines.No one expects the writer to be an SEO.Nor should your SEO be a writer.They each have their place.Where the two roles overlap, they should work together to create a masterful finished product.When you allow each person to stay focused in their primary role, you’ll get content that is search engine optimized, brings in targeted traffic, provides your visitors the information they need, and helps move them through the sales process.Keywords will be utilized, but only as required to get the job done.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.