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March 10th, 2015

3/10/2015

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How to Write a Must-Click Headline by Tim Beyers in The Full Bleed

You've started a blog. Awesome! Now, how do you get readers?

The answer might surprise you. See, when you're writing a blog post your first job isn't to please readers but to get clicks. And that means learning to write must-click headlines.

Getting the Click

If you've ever been in sales you know what a must-click headline is. It's a tease, an irresistible opening line that promises more if you'll just take the next step.

Here are two that appeared recently at Yahoo's home page, a curated smorgasbord of articles and blog posts from thousands of sources around the web. Must-click headlines allowed these stories to make the cut:

Ex-Googler: 'Tons Of Engineers' Want To Leave Google

Why it works: This headline from Business Insider teases controversy and then promises to let you in on the gossip.

AI Has Arrived, and That Really Worries the World's Brightest Minds

Why it works: This headline from Wired introduces a mystery and then uses fear to induce action.

Avoid the Excess

Of course, it's possible to take this idea too far:  (as seen on Huffington Post) Sayonara To Humanity

Sensationalism always draws a crowd. Trouble is, these viewers tend to be of the hit-and-run variety -- clicking through for a peek before heading off to see the next celebrity meltdown caught on camera.

By contrast, your headlines should inspire readers to get to know more about you and what your blog can offer. You want an audience with whom you can build a relationship and sell to. Hit-and-run viewers won't help you accomplish that, which is why it's almost always a bad idea to engage in excessive hyperbole.

The good news? Sensationalism isn't required for writing must-click headlines. Any of these three approaches will help your blog get the clicks it deserves.

1.      Promise to alleviate pain: I call this the problem-solution headline. Often, they come in the form of a how-to. For example, "How to Make a Gourmet Dinner in 10 Minutes" might catch the attention of a working parent struggling to shuttle kids to after-school events. "The Simple Trick That Cures Insomnia" might appeal to the sleepless. Set up your story to solve a problem and you'll find readers seeking solutions.

2.      Ask a question your audience is dying to have answered: This style of headline promises to teach the reader something. "Can Coke Really Clean Your Car Battery?" addresses an urban legend while serving cheapskate auto owners. "Which Pet Is the Easiest to Own?" speaks to animal lovers who'd rather not spend hours sweeping and vacuuming. Promise to serve the needs of the curious and they'll come clicking.

3.      Use a list! Sometimes you can't settle for just one strategy. That's where lists come in. Some will teach (i.e., "5 Things You Can Do to Burn More Fat Right Now!"). Others promise access (i.e., "The 100 Most Powerful People in Hollywood"). In either case, your headline is offering a transaction -- click, and you'll get "x" number of valuable insights that you won't find anywhere else.

Write and Deliver

Of course, every headline does this to some degree. That's why it is so important to deliver on what you write. Problems should be solved, questions answered and lists complete. Otherwise, the browser who might have become your reader will rightfully click away feeling deceived.

Don't let that happen. Make good instead. Your headline grabbed them, now let your content sell them.

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Choosing Keywords For Search Engine Optimization (SEO)

8/13/2014

 
Do you choose your words carefully?  Your search engine optimization (SEO) success will depend on your ability to choose the right keywords for your website.  Effective keywords can help increase your website's relevancy and its ranking on search engine results pages.  When you consider that most searchers won't look past the first page (or top 10) of the search results, it's clear that keywords must be chosen very carefully.

Keywords used for search engine optimization can be found in two key locations.  When they are used in your Web site's metadata, they will only be seen by the search engine crawlers (unless visitors have the option to "View Source" of your page).  Keywords should also be used throughout the content that your visitors will see on the page when they arrive at your site.  In general, it's thought best to choose 1-3 keywords per page and to achieve a keyword density of 2%-6%, although opinions vary.

While keyword selection – along with link building and even Web site design – is an essential component of search engine optimization, it's also quite challenging.  For this reason, many people choose to work with a professional SEO company (like Digital Specialists, Inc.).  When you're ready to choose keywords for your search engine optimization campaign, there are four key factors to keep in mind.

Keyword Volume

Keyword search volume is a valuable indicator of a term's popularity at a given moment.  It can have a significant impact on search engine optimization, which means that you must choose keywords that people are actively searching for when using a search engine like Google®.  You can check keyword search volume by using a variety of online tools such as Wordtracker.

Keyword Relevance

A keyword must not only be popular among searchers, but relevant to your site's content as well.  By using keywords that let people know what they will find on your site, you can reach those visitors who are truly interested in your products and services.  When developing your search engine optimization strategy, remember that it's never a good idea to try to "trick" search engines.  Search engines value relevancy when assigning rankings, so they'll be checking to see that the keywords you use in your meta tags are also used throughout your site's content.

Keyword Competition

A simple search for a given keyword will tell you how many results the search produces – in other words, how much competition you have.  The more sites that rank for the keyword, the more difficult it will be for you to compete.  You can improve your search engine optimization results by finding keywords with high relevancy and low competition.

Keyword Focus

Broad keyword phrases are almost always going to make it impossible for you to achieve a high ranking.  Try narrowing your focus to target your products' niche audience by expanding your keyword phrase.  For example, a beauty supply Web site might try "professional hair care products" instead of "hair care".

Selecting keywords is just one aspect of your search engine optimization campaign, but it is an important one.  Your search engine optimization success depends on finding targeted keywords that have the right balance of search volume, relevancy and competition.

Google Analytics: There's Finally An App For That!

8/1/2014

 
Google Analytics AppThe New Google Analytics App - And It's FREE!
By: Adrienne Erin in Featured Google Smartphones/Mobile Applications Webmasters

“There’s an app for that!” That’s how the saying goes, but it hasn’t always been the case for some of the tools most wanted by marketers and webmasters. Take, for instance, Google Analytics. Plenty of high-level professionals have wanted to be able to use their iPhones and iPads to check real-time analytics while on-the-go, but their “app well” has been notoriously dry.

Fortunately, the landscape has recently changed for the better.

As of July 2014, there is finally an app that allows mobile users on iOS devices to explore their Google Analytics data. No matter where they are, they will now have access to most of the information that they hitherto could only find if they were tethered to a laptop or desktop. It’s a huge boon for business people who love their Apple devices, and it puts them on the same playing field as Android users who have had this kind of accessibility for about two years. Until this point, only third-party apps have been available for the iOS crowd, and those apps have been cobbled together. This app is as official as it gets, which is always preferred.

Perhaps the best part of the Google Analytics app for iPhones, iPads and, yes, even iPods, is that it’s getting decent ratings from users. As is typical with most apps, glitches abound and testers are quick to alert the world to those problems. The lack of negative feedback – with the exception of some initial login issues that seem to have been fixed – bodes well for the longevity of the app, as well as its trustworthiness. Nothing is more frustrating than an app launch that feels more like a setback than an advantage.

iOS-Based Google Analytics App Highlights

The real proof of this app’s ability is in its features and highlights. Below are some of the top ones that will prove useful to any individual who wants to monitor site data on-the-go:

Acquisition rates – To determine the number of visitors their sites are getting, as well as where they’re coming from, professionals can enjoy a screen that shows a complete compilation of all the info. The screen gives viewers an easy way to quickly determine if a landing page or other campaign is starting to gain traction. For example, on the day that an e-newsletter is released, it might be wise to check in every hour or so to see if the e-newsletter is starting to encourage people to click on links to the website. This is great for people who are data-driven.

Behavior of visitors – Want to know when your site is being viewed the most? The Google Analytics app breaks it down in a handy chart that’s color-coded. The darker the shade, the more users are visiting at a specific time. Again, this is where Google Analytics has nicely melded raw numbers with visual interest. At a glance, it’s easy to see that, for instance, you’re getting more “hits” between noon and 1 p.m. than you are between 6 p.m. and 7 p.m. on a given day of the week.

Country/Territory of visitors – If you have a serious need to know where your users are coming from, you can find it with the country/territory screen. Not only does it give you an overall look at how many visitors in total you’re getting, but it gives you a breakdown of where they logged on. Though this might not be as useful for every company, it’s fast becoming useful to those that are geo-targeting their markets. In those cases, it’s extremely helpful to be able to see if a certain geographic area is being represented, or if you need to boost your marketing in that region.

Multiple site abilities – Although some users have noted that if you have more than 10 sites, it might be tough for the Google Analytics app to keep up, the app seems to be good for multiple sites. This is terrific if you are a webmaster or marketing expert monitoring sites for several clients.

One caveat is that, like all apps, the official Google Analytics app for iPhones and other iOS devices isn’t meant to be as robust as the desktop Google Analytics package. Therefore, you cannot expect to use the app in the same way that you would use Google Analytics from your laptop or desktop. Instead, the app is meant to give you all the advantages of knowing real-time stats wherever you can use a mobile device.

App Wrap-Up

While the Google Analytics app for the iPhone isn’t going to change the world, it may just change the way many people use their Google Analytics. For all those “nomads” who have no real place to call the “home office”, it’s going to be a pleasant change. After all, they can dive into their analytics practically anytime, anywhere; with this kind of ability comes instant power and knowledge. In other words, this app is ideal for the hyper-alertness necessary to stay competitive in a sphere that’s constantly changing. Any tools or platforms that provide users with that extra “edge” are welcome by leaders who are serious about getting and staying ahead. Plus, it keeps them from being surprised by a sudden dip or increase in traffic.

What’s possibly the best thing of all about the Google Analytics app? It’s 100 percent free, so the CFO can’t grumble about the cost of the product.


Important Search Engine Optimization Principles

5/24/2014

 
SEO is the means for improving a website's ranking in Google, Yahoo, and Bing.  The more time and money a company spends on SEO, the better chance they have of being high in the first page of listings by these search engines when returned as a result of a search request - which is, of course, the ultimate goal of any website - to be easily found by their potential customers.

One of the simplest techniques is altering the text, or 'content' on a website.  To do this, an Online Presence Management company must first understand the website's target audience - who are they and what words do they type into a Search Engine (i.e. Google) when they are looking for a particular website?  For instance, if you are in the automotive business, then people might be searching for your services under 'auto shop Kansas City'.  But there are many possibilities, and it is the job of good SEO experts to investigate those options for you and compile a list of your best keywords and phrases.

Once those keywords and phrases have been researched, your content can then be structured effectively so that it is 'optimized' and SEO friendly.  It is usually best to have professional help with this, so talk to the company that manages your Online Presence about what they would recommend.  Other methods include linking, (both internal - within your own site, and external - other websites linking to yours) and implementing meta-tags, subheads, and website descriptions throughout your web pages.  As a general rule, though, with search engine optimization, 'content is king'.  So the basic rule for your success, then, is this: High ranking on Search Engines depends, to a great extent, on the quality of the content on your website.

Other important SEO principles come into play with techniques like 'Black Hat' and 'White Hat' SEO strategies.  These two methods have very different principles behind them, and it helps to understand the differences before  you talk to your Online Presence management company about which of these tactics, as they relate to your website, they employ (or should employ).

Search engines cater to Online Presence Management companies (for the most part) and regularly publish for them ways to increase a company's search engine visibility through good design, carefully crafted content, and good internal and external linking strategies.  Many Online Presence Management strategists follow these guidelines.  They are known as 'White Hats' and they are generally accepted as the best in their craft because they utilize the best ways to achieve more long lasting, effective results for a company’s website’s rankings.

'Black Hat' Online Presence Management companies, however, use methods that search engines don't approve and they may even resort to deception to increase a website's visibility.  An example would be in hiding bulk keyword rich text on a company website by using a background font color or small font size.  This is an extreme ‘no-no’ in the Online world and Search Engines often impose penalties on companies that employ ‘Black Hat’ strategies - pushing their websites down in search result rankings and, occasionally, removing their sites from their databases altogether.

Be aware of the differences between Black Hat and White Hat strategies, and make sure that you entrust a reliable web design or Online Presence Management firm with the task of increasing your website's SEO effectiveness by using tried, tested and approved SEO principles.  You'll be amazed at how powerful the results of a good search engine optimization (SEO) strategy can be for your business!

If you follow Search Engine accepted SEO strategies properly, you will get good – hopefully, even great - web presence on the various search engines.  Digital Specialists, Inc. of Overland Park, KS is one of the best Online Presence Management firms in the business and we follow ‘industry best’ SEO strategies that get you the results you want and need.  Our business is to help your online presence get perfected.



 



Could Your Business Afford To Lose $50K Or More On A Mistake?

3/25/2014

 
Could your business afford to make a $50k or even a $100k mistake in your Online Presence strategy?

Well that’s happening more often than you might think.  I’ve been brought in to consult with small, medium and large businesses who were locked into $4k to $18k per month or more programs meant to drive business to their website and, eventually, profits to their bottom-line.  The only problem is, they never experienced any profits from their investment.

Everybody today hears that the internet is where you have to be if you are going to be successful in business.  And certainly the statistics bear out that those companies being the most successful have a strong marketing strategy online.  But not everybody who has an online strategy is being successful.  In fact, the majority of companies are frustrated with the results they are seeing from their online investments – some which number in the 10’s to 100’s of thousands of dollars annually.

Could your company afford such a mistake?  Not many can, though some are having to deal with that reality - without intending to.

Let’s face it, most businesses today are getting hammered with phone calls and sales visits from purported experts in Digital Marketing.  Their pitch is to get you leads through Paid Search (you know about those persistent Google AdWords solicitors), SEO Programs, Online Display Banner Ads, Website Development, and the list goes on.  But who are these so-called experts.?  Are they legitimate? Will their programs work?  And the jargon and lingo they spew forth – is it sound advice or just a bunch of techie sounding gibberish?   Do you know?  And if not, who could you call to your aid to advise you as to the soundness of the programs being proposed to you?

Everybody today promotes themselves as “the expert”.  Your local Computer Dealer, trying to cover his lost revenue from poor computer sales, is doing it.  So is your local TV/Cable provider, along with your local Yellow Page Directory publisher.  It seems to come at you from almost all directions.  It’s confusing if not downright nauseating.  Who can you trust?  Who can provide you with sound advice without trying to sell you something?  Who can provide you with analysis of your market, your audience and your true needs for an effective online strategy?  Who can let you know if the expensive program you’ve been paying for is really working and really is doing what they said it was going to do?

Well, that’s where DSI comes in.  We exist for the express purpose to clear through the haze and provide you with clear, concise, and understandable information about your current program (if you have one) and what direction you need to go in order to get the most for your investment.

  • We are independent - we have no allegiances to any 3rd party.
  • We are the experts, knowledgeable and experienced in the Online Marketplace.
  • We know who is legitimate and who isn't (or we have sure ways to find out if some vendor group is unknown to us).
  • We issue clear reports that can be used as a roadmap for your online strategy - and we can even help you implement it.
  • We can help you save money - or, at the very least, not waste any more money on programs that could never do what you were told they would do.
  • And, finally, we are brutally honest.  Our clients may not always like to hear what we report, but we will never steer a client down the wrong path.  We think you will appreciate, in the long run, that kind of straightforward honesty in our approach to your business and your money.
DSI is in your corner for the help you need in planning and implementing a successful online strategy.  After all, its your money.  Spend it wisely based on sound advice.  You, likely, do not have an unlimited supply of funds in your marketing budget, so make sure you 1) get what you need, and 2) get what you are actually paying for.  That seems only fair, don't you think?

DSI offers...
  1.   NO CONTRACTS
  2.   CLEAR & CONCISE REPORTS
  3.   CONSULTATIVE SERVICES
  4.   IMPLEMENTATION SERVICES
DON'T GET BURNED!!!





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    Digital Specialists, Inc.

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