A Few Simple Steps for Effective Content Optimization

What do you think of when I say “optimization?” I’m willing to bet most of you think in terms of search engine optimization, the art of getting your website and web content into the highest placement on related search engine searches. That tricky thing called SEO is as much of an art as it is a science. Try to cheat, and you risk making your website completely invisible on search.

[quote]Optimization isn’t limited to SEO.[/quote] In marketing, there are a variety of ways you can optimize your homepage, email marketing and app experience, under a cluster of what some people call conversion optimization. If you’re aren’t taking care to make sure you’ve implemented optimal design, then you might be making it more difficult than necessary for people to find your site, navigate your homepage and email marketing, and ultimately, convert. Below is an overview of each from the team at our Florida marketing agency, as well as some information as to what steps you can take to optimize your content.

Search Engine Optimization

I opted to start with content optimization or SEO when it comes to “optimization” because it tends to be the most familiar, and because it can be so helpful in driving customers to your site. Essentially, search engine indexing systems rely on a series of algorithms in order to make sure the most relevant content appears first when a person keys in a search term. Content creators can capitalize on this by figuring out a few relevant keywords and posting content that relates to those subjects. Unfortunately, the average blogger can’t possibly understand all the factors at play in good SEO. However, website tools such as those offered by Moz can help ensure the blog experience is optimized for search, even giving content creators an optimization score per post. These types of tools can be highly valuable in making your site searchable within the clutter.

Additionally, other areas for search engine optimization include site static content (such as the “about” page or the introductory copy on the homepage of the site) and page headlines. Look carefully at what search terms are most valuable to your brand. A shoe retailer may not be able to optimize on the word “shoes” against corporate giants like Nike and Adidas, but may have more success with something more specific, like “beach shoes” or “summer sandals.” The Google Keyword AdWords Tool is a great way to figure out search viability for specific keywords, and then structure your content as to feature those words.

Conversion Optimization

This type of optimization strives to improve the visitor’s experience, with the goal of ultimately leading to the most conversions.

Optimizing a website means making sure it’s designed responsively. It means making sure that people can understand the content whether viewing it on mobile, tablet or desktop.

It also means making sure that you page loads very quickly, that information on the page is easy to navigate, and that the code used to make the page is strong. It means making sure links work and that there are no broken links. People interested in knowing how their site adds up for website optimization purposes can use check use optimize.ly to run tests.

It also means running tests to make sure the calls to action are clear, and for ecommerce sites, it means checking to make sure the checkout process is as seamless as possible.

Conversion optimization also applies to email marketing. Experimenting with email length, subject lines and email template design is a great way to improve the effectiveness of the email marketing, resulting in more conversions.

If you’re not optimizing, you’re missing out on serious opportunities to increase your conversion metrics. For more information on how to keep people coming back to your site again and again, contact the team at our BIGEYE ad agency for a free consultation.

Simple Marketing Tips and Tidbits You Need To Know

As the saying goes, you learn something new every day. That’s especially true in marketing, where sometimes even the smallest steps can lead to the largest payoff.

The items below are simple marketing tidbits we’ve learned after endless trial and error, and that we’re passing along to you because we think you can benefit from our Florida marketing agency’s blood, sweat and tears.

1. Putting a site wide search box can offer you great insight as to what people are trying to find when they come to your site, as you can track these searches through Google Analytics. If you run a blog, capitalize on this by producing content in accordance with what you find.

2. Only 9% of U.S. small and medium-sized businesses are optimized for mobile. This is true even though 34% of Americans admit that their cell phones are the primary device they use for going online, and smartphones and tablets accounted for more than 15% of all ecommerce sales in 2013. That number also fails to take into account the large number of people who browsed ecommerce sites from their phones or tablets but waited until they were at a computer or retail location to make purchases. Some experts estimate failure to optimize for mobile may cost these businesses, on average, $40,000 to $60,000 per year.

3. There are dozens of tools to use to determine how well your site functions and to identify problem areas. Try keying your site domain name into http://nibbler.silktide.com/ to see how it stacks up.

4. Maintaining an active Google+ site makes it more likely that your brand page will stand out on search engines. Moz reports that a URL’s number of +1s is highly correlated with its ranking in search. While Google claims +1s aren’t directly tied to search rankings, each +1 creates a link back to the post, which increases a site’s number of inbound links. These inbound links are one of the factors search engine algorithms use to determine the credibility of a site.

5. According to Experian (via Salesforce), $44.25 is the ROI for every $1 spent on email marketing. Even in spite of this, only 11% of emails are optimized for mobile. [quote]Many ecommerce sites don’t even collect emails.[/quote] To get the most out of collecting emails, implement a highly visible, yet non-intrusive email submission form front and center on your homepage.

6. More Facebook page likes doesn’t necessary mean better business for your company. What’s most important is the quality of the follower. Having lots of low-quality followers could actually be detrimental to your brand. Don’t believe it? Check out this article and pay special attention to the video from Veritasim. We’ve actually seen significant success for some brands with Facebook Ads, so take the experiments with a grain of salt.

Interested in learning more? Contact us today to start the conversation!

7 resort marketing tips to help your bookings skyrocket

In the era of the internet, it’s easy for the most amazing resort experiences to get lost in the endless stream of advertising and digital content. With so many resort options, resort marketers who truly want to break through the noise have a variety of tools in their arsenal to help them make the most of their advertising dollars by helping them recruit the customers — often times customers who become repeat visitors, coming back again and again, year after year.
Here are seven resort advertising tips – courtesy of your friends at BIGEYE – to help your bookings skyrocket.

1. Invest in search engine optimization

In a highly competitive space like the resort industry, it is important to ensure people can actually find your business in the midst of all the other websites out there. In this industry in particular, tailoring your website’s content to make sure your site appears in organic search is a great way to attract attention to your site.

2. Experiment with Google AdWords and Facebook advertising

AdWords is a great way to give your business an extra boost in terms of search. Marketers can set their own rates and can also bid on keywords. By using such a service, marketers can experiment with images, call to actions and landing pages when testing on Google AdWords. This type of advertising can sometimes takes a little experimentation to get it just right, but, if it makes sense for your business to try it, AdWords users often experience excellent results.

Similarly, Facebook Ads allows users to select keywords and set rates for their campaigns. Facebook also offers hyper-targeted approaches, offering ads targeted directly at users based on their interests (i.e., travel, leisure) and location.

3. Optimize your webpage

If you’re still working with the website someone designed for you in 1996, chances are your page isn’t optimized for the web. In terms of optimization, there are numerous approaches. One is to design the site for SEO purposes, so that it appears highly-ranked in organic web searches, but sometimes this isn’t the most visually-pleasing approach, and may result in high bounce rates. Therefore, experimenting and testing items such as the placement of a call to action, the page aesthetic, and placement of keywords and phrases can help you nail down what works best for your site visitors.

Also, be sure to optimize your site for mobile and tablet experiences using responsive design. In doing so, you can create an easy-to-use site that looks good no matter what platform.

4. Collect email addresses, front and center on your homepage

Email marketing is here to stay, mainly because people who use it see results. They’ve found they’re able to reach their users directly in their inboxes, which is a great way to keep users up to date about deals and happenings at the resort. Implementing an easy email collection box is a great way to increase the number of people who see your email blasts.

5. Optimize your emails

Optimizing your email experience will improve the number of people who click through the email to the site. Even factors such as the subject line and the time of day they receive the email can have a major effect on whether people take the time to look at them. Then, once they do open the email, what do they see? If the content isn’t optimized for mobile and tablet devices, users could decide not to view the email if it takes too long to load or looks garbled.

6. Invest in customer service

In the digital age, customer service and marketing are inextricably linked. A happy customer is the best marketing tool your resort can have, as that customer is likely to share their experience with their friends or on social information sites like Yelp and TripAdvisor. Make it easy for the user to provide feedback and to talk to a real person when they have questions or suggestions for improvement.

7. Try ad retargeting

Once a person does visit your page, they may be interested initially but could get distracted from the ultimate goal of purchase as they move on to other items. A relatively new technology called retargeting uses the viewer’s browsing habits to store information, allowing brands to position their ads in front of the user at a later date on a completely different website. The idea is that the person may be inspired at that later time to purchase the good or service they’d only thought about before. Resorts can capitalize on this, as it often takes people some time to decide they want to book a vacation, and retargeting can help put the experience right in front of them, over and over again.

Taken together, these resort marketing factors can ensure more visitors come to your site and spend more time there, which will inevitably result in more bookings. The team at our Orlando marketing agency thinks that resort marketers that are already taking these steps to improve the booking experience are at a distinct advantage, as is reflected in higher booking numbers.

Contact us today and we can help you implement a number of these helpful tips for your resort!

Keeping tabs on the competition’s ad sensibilities & success rates

The online advertising front has changed drastically in the past 5 years with new and developing platforms such as coupon deal sites, new blogs being born every day, e-commerce websites, Yelp, Google Adwords, etc. offering several advertising avenues. In this sea of the world wide web, it seems overwhelming to keep tabs on your competitors’ strategies and gauge their success rates.  Who are they advertising with? Did their latest advertising campaign perform that well? How big is their advertising budget?
Frankly, it would take the work of Sherlock Holmes to research and find every platform your competitors are using to reach out to customers. Well not to worry my dear Watson, there are some easy ways to track your competitors ad sensibilities and success rates without employing much more than your finger tips and a keyboard. Why, it’s almost elementary!

Below are three simple steps you can take to monitor your competition and learn from their mistakes and successes:

ONE: Sign up for a free beginner account with MixRank, a leading spy tool for text and display ads. Just enter your competitor’s website, a key advertising word/phrase associated with their company or product, or a major advertisers and publishers to begin. In seconds, you’ll have a list of your competitor’s top active ad links, a record of their ad reach, rates from the best performing ads, a link list of their ad publishers, and a listing of both text and display ads.

[quote]Tip: Take a look at both their text ads and display ad details. Knowing which type of ad and which ad design has been more successful can help you create more engaging advertising content and be one step ahead of your competition.[/quote]

TWO: Check out your competitor’s keywords and how often those specific words or phrases are being sought out by customers using GoogleAds Keyword Tool. For instance, we use a similar service when looking at our competition via a keyword search like: “Orlando marketing and ad agency.” You can see which keywords rank on the hierarchy and drive traffic results as well as the words may be viewed as negative or non applicable. We always discover more about what the customer is searching for and if our competition is incorporating these keywords in their advertising campaigns.

[quote]Tip: Use this competitor information to find out what keywords you should be incorporating in your ad and website content to help boost your chances of customers finding you first. [/quote]

THREE: Become the 007 of advertising and join SpyFu. This web service offers a host of benefits and “spyware” to compare domains, discover new keywords, find the best ad copy and check the quality and success of your own advertising campaigns. You’ll have access to top ads, domain-level numbers, and gain some insight on their SEO traffic and Adwords budget just by typing in your competitor’s company name or keywords.

Tip: Stay ahead of the game and check out which publishers are boosting the success rates of their ads. These statistics can help guide you when choosing the right publishers to advertise with and give you a higher return on your advertising investment.

Our Florida advertising agency hopes you have found these tips useful for your business. To learn how BIGEYE can help you track your competitors and make the most out of your digital campaign, click here to Think BIG!

SEO: Search engine optimization, aka how to be #1 online

SEO stands for Search Engine Optimization. In other words, this is how you get your name to the top of the list. Not just any list, but the list, the one people rely on for quality solutions to their everyday problems. Now, who doesn’t want that? With search engines such as Google driving as much as 80% of todays Internet traffic, SEO is essential to setting your website within the view of potential visitors. But before we get into some details of SEO, let’s talk about search engines.

Search Engines.

Search engines perform two major functions. They crawl the Internet and provide answers. In the crawling, or mapping, process, the search engine explores billions, yes billions, of pages and creates references. Relevant content is stored within databases, patiently waiting to be recalled upon for future searches. When the search engine provides answers, results are displayed based upon relevance and importance.  These dimensions are measured by complex algorithms, which ultimately determine the ranking of websites.

Think popularity.

Contrary to what most of us are taught, popularity, at least in this case, is everything. Popularity equates to importance. The search engine assumes that the more popular the website, the more valuable the information; a method that has proven to be quite successful.

Design & Development

There are several elements to keep in mind when optimizing a website. Primarily, there is content. Containing HTML text on the page enables search engines to read through and index the information. Want to see what the search engine sees? Google’s Cache, SEO-browser and MozBar are some helpful tools to let you do just that.

Then there is the link structure. Search engines navigate pages through the most available pathway, often traveling through links. It’s important to remember to properly link the pages of your website. Otherwise, the search engine will not recognize any of the pages left out, regardless of its relevance and importance.

Keywords are another element of SEO. The results of a search are based on the words entered within the search box, including their spelling, punctuation, and even capitalization. When a word is entered in the box, the search engine finds a relevant database, ranks the documents and then returns a list of results; a pretty big job for less than a second of work. One of the best ways to optimize pages is to include key words in the titles, text and meta data of a website. More specific key words increase the chance of ranking higher. This is due to the fact that more specific key words provide less competition. Search engine optimization can also be improved with the adjustment of other elements such as title tags, meta tags, URL structure, duplicate content and rich snippets.

As a Florida advertising agency, BIGEYE practices and encourages SEO. Everyday, people are using search engines to navigate their way through the Internet. This an opportunity to make your website and your business more accessible to the visitor. When an individual types a query into their search box and the name of your business appears near the top of the first page, there is an intangible quality about it. There’s that comforting sense of reassurance that your business is the right one. For a more in depth look into search engine optimization, check out this informative tutorial provided by SEOmoz or learn how to build the perfectly optimized page.

Ready to get in touch with a team of digital strategists to help you navigate the in’s and out’s of search engine optimization? Contact us today to get started!

The Complete Idiot’s Guide To Search Engine Optimization

If you’re like me, you pretend to be “in the know” on all things digital. I’m not saying that I don’t “try” to fully understand; it’s just a bit confusing at times. Search Engine Optimization (SEO) is one of those digital concepts that I just couldn’t quite get a grasp on. So to save you hours of research, I have pulled together a plethora of information that describes the concept of SEO and basic tips to help you capitalize on this marketing strategy.

What is SEO?

SEO stands for Search Engine Optimization, which is the process of affecting the visibility of a website in a search engine’s “organic” (unpaid) search results. The concept behind this strategy is to find ways to increase your site’s appearance in web visitors’ search results. [quote] In laymen’s terms, SEO is an Internet marketing strategy that, if used correctly, will drive more traffic to your site. [/quote]

A Florida Advertising Agency helping you capitalize using SEO:

1.)       Monitor Your Current Standing

Before you change anything on your site, see where you already stand with your visitors. Use tools, such as Alexa and Google Toolbar, to check out your page rank. Make it a habit of regularly checking your referrer log, which will give you insight into where your visitors are coming from and the search terms they’re using to find your site.

2.)       Be Conscious of Keywords

Sprinkle appropriate keywords throughout every aspect of your site. These aspects include: titles, content, URLs and image names. According to Business Insider, “the title tag and page header are the two most important spots to put keywords.” Be strategic in where you place keywords because you don’t want to overdue it. Search engine spiders, which are programs that automatically fetch Web pages and feed them to search engines, are programmed to ignore sites guilty of “keyword-stuffing”.

3.)       Always Link Back to Yourself

The most basic strategy to increase your site’s traffic is the integration of internal links into your site. Make it a habit to frequently link back to your archives when creating new content for your site. As I stated above, don’t overdue it. The last thing you want to do is spam your readers with an annoying amount of links.

4.)       Keep Your Content Fresh

This tip is a given. Updating your site regularly is crucial for increasing traffic to your site. MarktingVox explains, “the best sites for users and consequently for search engines are full of oft-updated, useful information about a given service, product, topic or discipline.” Carve time out of your daily routine to update your site with fresh and unique content.

5.)       Use Social Media to Your Advantage

Distributing links to your content across appropriate social networking platforms will open you up to a new audience that you might not have reached before. Business Insider said, “Whether displayed on your company’s account, or recommended, re-tweeted, and re-distributed by someone else, this strategy exponentially multiplies the number of places where visitors will view your links.”

Now that you understand Search Engine Optimization a little more, it’s time to start implementing it into your growth strategy!

Need help building your SEO? No need to fret. We’re pretty much SEO experts. Give us a ring, we’ll help you out.

Article by Paige Goodwin