04 September 2019
Amidst these days of digital dominance, it’s rare to find a business that doesn’t understand—and try to capitalize on—the importance of good SEO. In fact, you’ll find that most organizations, regardless of size, agree it’s among the most vital factors for long-term success. And yet there are still some that are missing the mark on having a solid SEO strategy in place. Some without a targeted plan at all. Others who’ve just let it slide a little (or a lot). There are countless experts and articles underlining the tactics, trends and tools that still matter—and more important, that still work. SEO is alive and well, so why would any business push it to the back burner? Or worse, ignore it or table it entirely? It’s a long-term strategy. SEO takes commitment, especially from key stakeholders within a company. When it comes to digital tactics, oftentimes the mindset is to simply deliver instant traffic and hit all the desired key performance indicators. *brushing off hands* “Mission accomplished,” they think. In reality, a strong digital media strategy is more complex than that. Of course, all the paid methods such as Facebook ads, Display and Search provide instant gratification. But the critical connection is the one between your SEO strategy and your marketing efforts—meaning, are they working in conjunction? There’s a wealth of keyword information to be had from just one search campaign … including deeper insight into which keywords are actually driving conversions. It lacks a tangible objective. Crazy as it sounds, there are businesses out there that don’t know what their goals are—or have trouble articulating them in a way that can be capitalized upon. Maybe those goals have changed. Just like with paid campaigns, a business needs to have clear KPIs attached to their SEO efforts. Think about what you want to accomplish from your SEO: Generate more organic leads? Increase the number of people reading your content? Create a better user experience? Secure higher placements? Once those details are identified, a clear SEO strategy can be crafted (or adjusted). It’s overwhelming. Many times, companies just don’t know where to start. They know their business objectives, but maybe not how to translate them into SEO objectives. Or an established business has an old SEO plan that doesn’t seem to be delivering the way it once did. Regardless of SEO experience or history, the best thing to do in these situations is to run a comprehensive SEO site audit. This in-depth assessment can uncover items that need to be addressed, added or fixed in order to ensure your site ranks well in a search—presumably, higher than it was before the audit. It can also improve your site’s overall user experience and increase conversions from other sources of traffic such as Google Ads or social media. Getting Started: The place to start often is with a site audit. Through this process, you and your team will identify opportunities to better align your online presence with your business objectives. Then you can track the metrics you’ll use to measure success. SEO is never a one-off project. It’s a continuing process of responding to your customer preferences and user behavior, and adjusting to changes in both the online and competitive environments.
01 March 2019
Customers are more likely to survive a plane crash, complete Navy SEAL training, or summit Mount Everest than they are to click on a banner ad. Statistically, 85% of people won’t click on an ad, and about half of the clicks that do happen are “fat finger” accidental clicks. On top of that, 56% of digital ads are never seen by a human. It’s easy, therefore, to conclude that web ads are ineffective—but the truth is that you may have been measuring the wrong thing all along. The Web Advertising Environment Web advertising takes a variety of forms. The basic form is the banner ad, which comes in a suite of typical sizes and can be found on every website, where businesses use them as a way to monetize their web traffic. These are the most easily identifiable as ads. Other types of digital advertising include native ads, paid content designed to look like the media in which it’s inserted; ads built to be shared on social media platforms like Facebook, Pinterest and Instagram; retargeting ads, which use data about users’ web behavior to serve them repeated ads that follow them across websites; and search ads, which appear in the results of Google and other search engine queries. An oft-repeated statistic in the marketing industry claims that the average internet user is served more than 1,700 banner ads per month—but that number is from 2007. The ubiquity of mobile devices means that the rate is almost certainly much higher now. Clients are accustomed to judging the success of web campaigns by the click-through rate (CTR), the number of clicks divided by the total number of impressions. But depending on the type of campaign and its goals, CTR doesn’t tell the whole story. What you measure should vary depending on what your goals are. Here’s how you can plan for and evaluate a successful web campaign. Setting Expectations and Goals Before you decide what type of web ads you want to make and how you should measure their effectiveness, you need to set clear, measurable targets. Those goals will then dictate what key performance indicators—KPIs—you should document. KPIs are, more than anything, a form of communication. They allow all stakeholders to check their efforts against an agreed-upon metric of success that builds toward a desired outcome. Examples of common KPIs could be conversion rates, bounce rates, or unique visits. When CTR Matters There’s one scenario in which the CTR is very important: when there’s a call to action on a banner ad. In that case, the goal is to inspire someone to take action (click). If you’re confident about targeting the right audience through your ad buy but you’re seeing a low CTR, then it’s time to tweak the creative in order to inspire more clicks. CTR directly influences an ad’s quality score or relevance score on Facebook and Google AdWords. Use Google’s Keyword Planner to find out what customers are searching for, and use those terms in your advertising—but be sure to back them up with relevant content on your site. Boosting Visibility/Reach If your goal is simply increasing brand awareness, impressions and reach should be part of your equation. Impressions are the number of times your ad is displayed. It’s a good starting point for understanding the big picture, but it doesn’t tell you a lot all by itself because it doesn’t mean anyone actually saw the ad, only that it appeared on a web page or app. Reach is the number of unique individuals who were served your ad. Because ads are generally shown to the same people multiple times, the reach will always be a lower number than the impressions. On social media, your reach increases exponentially with each share. That’s why “going viral” is such a dream-come-true for marketers. The problem with using reach and impressions as your main KPIs is that there’s no way to directly track the impact your web ads have on conversion. So while you should keep track of reach and impressions, consider one of the following KPIs as a more educational metric: Completing Conversions A conversion is basically whatever goal you’re leading a customer to the website to complete. It can mean a sale, or filling out a lead form, or signing up for a newsletter. This is the most direct KPI, and it happens near the end of the customer engagement process—as opposed to the click-through, which happens at the very start of the engagement process. Native advertising and retargeting ads help to focus the audience for web ads and make them more targeted. Users who receive retargeted ads are 70% more likely to convert. Viewers engage native ads 53% more than banner ads. “Bounce rate” is kind of like the opposite of a conversion. Your goal should be a high conversion rate and a low bounce rate. A bounce is a single-page session on your website, meaning someone clicked on your ad but left your website without looking at any other pages. Typically, this means that your ad is promising something that the website doesn’t deliver. You can test your ad to determine where the problem is by changing one element at a time—the ad copy, targeted key words, offer or landing page—and then watching what your bounce rate does. Google explains “bounce rate” as “single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.” Increasing Engagement Engagement is whenever your audience interacts with your brand. On social media it can mean likes, retweets, mentions, favorites, shares, clicks and comments. Brands that incorporate quizzes, games, calculators, assessment tools or contests have the most success increasing engagement rates. Creating a successful web ad campaign takes time on the front end: establishing your goals, choosing the KPIs that will get you to those goals, and then crafting web advertising that gets you those KPIs—but time put into planning is never wasted. With our track record of winning web strategy, consider letting St. Gregory take the reins on your next campaign.
24 July 2017
With so much happening in the news, it’s easy to lose sight of net neutrality, a distinctly unsexy-sounding issue—but this is one that could directly affect your bottom line. Net neutrality is essential to your online marketing efforts, and it’s under attack.
30 September 2016
05 June 2015
We’ve just unveiled a brand-new version of StGregory.com, and we’re over the moon about its new look and capabilities, if we do say so ourselves. Here's why we decided to take the plunge, and what you should look for in determining whether your own website could use a refresh.
04 August 2014
Much like snake oil salesmen sold potions of dubious quality in the 1800s, search engine optimizers today promise great search rankings for your website by employing keyword-loading trickery. But SEO suffered a great setback late last year when Google unleashed a whole new set of search algorithms that negated much of the work those people
31 December 2013
The web moves fast. With tech geniuses constantly devising improvements and innovations, what was cutting-edge six months ago can be basic today. A website from 10 years ago? It might as well be in a museum. How can you make sure your business’ website is up to snuff? It doesn’t mean you have to redesign