10 Reasons Why Your #1 Google SEO Ranking Is Yielding ZERO Results.
Just because you're number ONE in the organic OR paid search results does not automatically equate to more sales, more leads or even more traffic. Many businesses drool over the prospect of being number 1, many of them place so much emphasis on SEO that they totally take their eyes off of the prize in all of the other areas.
I've heard the question asked so many times by eager prospects and even some customers, "Tom, how much will it cost for me to being number 1 in Google and, how fast can I get there." It DOESN'T Work that way and further, you shouldn't be obsessed with being number 1, you should be obsessing about being amazing.
So, you're number 1 and you're getting more leads, more appointments, more traffic, etc.. You've ponied up maybe for extra PPC dollars and are 'out-bidding, out-ranking' your competition, but you're still not moving the needle. It may be tempting to FIRE your SEO company assuming that they are behind the failure of the search campaign, BUT, you need to dig deeper, you need to understand just why your website visitors aren't falling in love with your products, services, your website or your brand.
I've compiled 10 reasons why your #1 Google Organic OR Paid search result isn't yielding a damned thing:
- Your ad copy OR meta name and title description showing on your Google result simply don't appeal to anyone. You have to give the people what they want, speak their language, KNOW what they are looking for. Compose your ad copy or metas with your audience in mind.
- Your keywords just don't work. RULE #1 of Marketing: Know your audience. Know your audience and what they search for or don't even bother.
- Your AD is showing up for 'NEGATIVE KEYWORDS' or keywords that only include a 'snippet' of one of your desired key-phrases. Example: If you're trying to get found under Air Conditioning Service but prospects are search for Air Conditioning Jobs, your ad may still be displaying because you simply did not setup negative keywords in your campaign.
- You are driving people to your home page. This is the most common mistake I see companies make, they sell a specific product, want to show up under this product, bid on the keyword but drive the URL to the home page RATHER than a specific landing page that ONLY talks about that product. People are seeking THAT particular product right now and when you push them to your GENERALIZED home page, you don't push them through the sales funnel.
- Your website sucks. This is probably by far the most common reason for SEO and PPC failure. You spent all of this time working on your Organic SEO, you're spending hundreds or even thousands monthly on PPC only to ignore the way that your site is being perceived by audience. An old, dated, sloppy site will not convert. If your site is noisy, it will not convert. If you don't lead people through a sales funnel, your site will not convert.
- Your messaging sucks. This is also a very common problem. Messaging is critical, calls to action, value propositions all have to instill confidence in your website visitors. If your messaging doesn't resonate with them, they're gone and your didn't sell anything.
- Your website is busted. Yup. This happens too. Contact forms aren't functioning, the store isn't working properly, the shopping cart is hidden on the page, the phone number is buried in the footer under the copyright statement. Make it easy for people to buy from you!
- Your site looks like a turd in a mobile device. 60+% of site visitors are using their smartphones or iPads to check out your site from a Google SEO or PPC search. If your site isn't' responsive (doesn't render well in their phone) they are gone and on to buy from your competitor who is doing it right.
- Your site isn't secure. Would you put your credit card number into a website without a padlock / security certificate? I hope not. Today, more than ever, your site needs to be secure to instill confidence in your website visitors that their info is safe and secure when they buy from you.
- Your e-commerce store sucks. Not all online stores are equal. A good rule of thumb, 3 clicks to a sale. If it takes way too long for a customer to fill this out to register, or click here and do this, do that, don't do this, they are gone. Your store needs to be intuitive and stupid simple to use. Pro tip: Ask some friends to 'buy' something from your site and get their feedback on how the shopping process was.
- BONUS REASON: Seasonality. Believe it or not, people don't buy everything on your TIME frame. They may just be kicking the tires, or browsing, perhaps they are gathering information so that they can make an informed buying decision when its time for THEM. Pay attention to Google trends to understand WHEN your prospects buy things and plan accordingly.
The bottom line is this. SEO is important, yes. BUT, pushing people to a website that isn't polished is a huge mistake. Not doing your homework on how your customers shop, search and act on a website is a huge no no. Take the time and spend the money to do it right, or you'll be frustrated and spinning your wheels.
For a free site evaluation AND SEO evaluation, drop me a line. I'd be happy to help. In Orlando, call me at 407-830-4550, Nationwide: 866-998-6886.
The REAL Secret SEO Sauce.
“Feed them what they want, talk to them about how you can constantly improve what you are feeding them. Businesses need to realize this: they need to focus on feeding humans rich, amazing content, and THEN optimize that content so that Google loves it.”
I've had so many people over the years ask what my secret sauce is for SEO and digital marketing. I guess with so many hacks out in the digital marketing landscape and so much dis-information out there about search marketing, companies / businesses have come to look at SEO as grey, or some wizardry behind a curtain.
The search engine optimization industry has gotten a bad rap. Yes, there are hacks. There are a ton of them. There ARE ways to game Google, there are ways to influence rankings that are non-ethical and yes, many companies have been screwed over as Google retaliates and drops them from the rankings.
So, do you want to know my SECRET SEO SAUCE recipe?
Work Hard And Never Stop.
SEO is an ongoing commitment. It's not a one and done. It's not simply playing around with some code and tweaking copy. It's about being dedicated to providing website visitors and customers with an amazing digital experience when they land on one of your digital channels. It's a strategy driven commitment to create remarkable stuff that pulls people to your brand.
Don't Be An Asshole.
As mentioned, yes, there are many ways to screw the system, and yes, screwing the Google system COULD yield some search results, but guess what... Not for long. Practicing in un-ethical practices to hyper-inflate your search rankings is NEVER a good idea. So, don't be an asshole, play by the rules and focus on creating remarkable content and an amazing experience for your site visitors.
Create Amazing.
Why do you want more website visitors?
Who do you want coming to your website?
How do you want them to feel about your brand?
If you can't answer these questions, you shouldn't even have a website. The whole point of the Internet, the core, is to give people what they are looking for. If your SEO / Digital Marketing strategy is to churn out tons of copy in order to attract Google and be NUMBER 1, you're doing it wrong. Plan and simple.
The way to get to the top is to be noticed. Be noticed by creating amazing 'stuff' that people (your audience) are interested in. Ask them what they want. Feed them what they want, talk to them about how you can constantly improve what you are feeding them. Businesses need to realize this: they need to focus on feeding humans rich, amazing content, and THEN optimize that content so that Google loves it.
Technical Is Important, BUT...
You do need to know the fundamentals of SEO in order to succeed, but, without a strategy to connect, grow and nurture your audience, you may as well hang it up.
- Have a crappy looking, dated website? Why bother optimizing a turd? Build a responsive, beautiful, secure site that people actually WANT to go and experience.
- Obsessed with being number 1 in Google? Stop. Obsess with creating an amazing experience for site visitors and watch what happens.
- Obsessed with H1 tags, Schema markup, ALT tags? Stop. I'm not discounting the technical components, but I am stressing this: Obsess about creating great stuff for that website, obsess about your audience, not about the technical.
Educate Yourself / Trust, But Verify.
I spend hours reading about SEO & Digital Marketing daily. I have to. You have to. It changes every minute which is one of the reasons why I love what I do.
Take the time read about best practices, but do so with caution. Some trusted sources that I visit daily are :
- Learn about marketing, amazing customer service and how to be unique at Seth Godin's blog.
- Educate yourself about how search engines work at Search Engine Watch.com
- You can find some amazing, unique insight into the world of search, social and more at Search Engine Land.com
Thanks for taking the time to read and share this if you found it valuable. The whole point to my rant here, If you want your site to kickass, create kickass. It's all about the strategy and all about the remarkable content that you create for your target audience.
SEO : What You Really Need To Be #1
STOP OBSESSING ABOUT GOOGLE RANKINGS AND CREATE AMAZING CONTENT.
““Google simply doesn’t want the entire web inundated with junk that’s solely created to artifically game the rankings; they want to index amazing ‘stuff’ that will be worthwhile on the web.””
I've been in the digital marketing space for more years than I care to admit now. I've grown gray hairs, seen fads come and go, seen major search engines come and go, and I've spoken to hundreds of eager business owners and marketing managers who are literally obsessed with one thing and one thing only - SEO Rankings. They have to be number one on Google. They have to be number one on Bing (even though no one is there looking for them on Bing). They even want to be number one on the SINA.com website (which is both Chinese end English). They've all be programmed to think that being number one in a search engine or directory will yield them all the of the business in the universe and then some. This simply is not true.
Yes, being on the top in a major search engine under the right keyword that makes sense AND that is popular, can provide your website with some visibility. Yes, people do begin their quest online through Google and other popular search engines. BUT, here's the truth. These search engines can change the way that they rank and prioritize websites whenever they damn well please and guess what? They do it a lot.
Since I've been in the SEO business, one thing has remained constant regarding how Google and other search engines rank websites. It's all about the "stuff" or content on the website. It's all about your influence and not based solely on your website. It's all about where you are placing the "stuff" that you're creating around the web and how it leads prospects back to your website. Simply put, Google wants you to create something amazing and share it with the world. With this being said, Google ranks websites accordingly.
If your website sits dormant while waiting for hungry prospects to pounce on your site and buy stuff from you, you're going to be frustrated with the results. But, if your amazing marketing team starts creating amazing "stuff" and promoting that "stuff" across the Internet, not only will your hungry prospects notice and digest your goodness, but Google will as well. Google simply doesn't want the entire web inundated with junk that's solely created to artificially game the search rankings; they want to index amazing "stuff" that will be worthwhile on the web.
HERE ARE A FEW TIPS TO HELP GET YOUR CONTENT MACHINE CHURNING:
CREATE SOMETHING UNIQUE
Think outside of the box, but stay true to your brand's personality. Consider creating a series about the lifecycle of your product, or a video that can be easily shared online that educates your prospects about a new process that you may have created.
CREATE AN EDITORIAL CALENDAR
Create a calendar based on your sales cycle and generate topics that will be interesting to your prospects. For example, if you're a pest control company, you know that termites start to swarm and build up in February. Create content bullet points about all things termites and start getting that content out in January to build momentum. Once the termite season has subsided, move on the next pest on the list and create more amazing content.
CREATE CONTENT IN MULTIPLE FORMATS
Blogs are great for content, webpage copy is great, but your prospects want to see something visual, something creative, something different from time to time. While blog copy and webpage content help Google grab onto some copy to get your site ranked better, unique content like videos and infographics can be easily shared on Twitter, LinkedIn, etc.. Find a great balance and create out-of-the-box unique, and vibrant stuff.
GET EYEBALLS ON IT
I think the biggest mistake I see companies make with their digital marketing is that they publish the content and forget it. You can't simply drop your wittiest blog and your website and expect it to attract droves of people. Creating the content is only the tip of the iceberg; getting it seen is another story. Get to know where you prospects hang out, and be sure to create a content marketing plan.
MEASURE IT
This step is critical. A wise friend once told me, "Tom, you can't expect what you don't inspect." How true is that? You can't expect your content to kill it if you don't measure how successful it was. How many people shared it? How much traffic did it generate back to your website? How many people liked it via social media or engaged with your business as a result? These factors, and more, are all signs of how your content is working for you. If you aren't paying attention, you won't be to switch up your content marketing game / strategy based on any real data.
Content truly makes the digital planet go round and that is exactly why your prospects are using a search engine to begin with. Create content with gusto and watch Google and your prospects do the rest. Thanks for reading!
NOW, GO FORTH AND CREATE AMAZING CONTENT! (Or hire my company to create it for you!) Visit http://thecontentinators.com.
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Tom Jelneck is an Orlando SEO Expert and owns On Target Web Solutions, an Orlando digital marketing agency and the Contentinators®, A Content Marketing Agency also located in Orlando.
Lessons Learned... Vendorships Vs. Partnerships.
— Quick side-note: This piece was written in October of 2016, but still relevant today. Please share if you find it helpful and thank you so much for reading. — Tom.
I lost a client today. I'm upset. I'm not happy about it. But it happened. This particular client was fun. They had live events, they had some great photo ops, they had some amazing social media food that was actually fun to generate and my team took an immense amount of pride in everything we did to more than quadruple their social media presence.
The call came after two months of negotiation to re-sign another annual contract. This client asked us to give them more for less. We refused. You see, we've been killing it for this client. Weekend work, after-hour work, off-site work, miles and miles of wear and tear on our cars, countless emails responded to and acted upon within minutes. We were on point. We went WAY above and beyond AND we killed it, so when renewal time came up, we, especially after we were told we would get one for this year, asked for an increase in our retainer. We did it to prove ourselves. We did it because its what we do at On Target. We go all in. We play to win.
You would have thought that we had asked to move a mountain. This client came back on the defense. They tried to tell us that we did not perform and that we should discount our services as a result of that decline. They told us that they expected MORE results for less money. They needed to go bigger, but didn't want to increase the budget. More for less. What a concept. The relationship changed REAL fast when we said no.
I held my ground. I realized that I could lose the client. I realized that things could go south quickly, but we had to stand firm. The truth: We were losing our butt on this client. They had dangled a carrot because of their name, they dangled a carrot and stressed that we would get the RIGHT retainer after 15 months. I am stupid for falling for it. Here's the bottom line, this client wanted a vendor and didn't want a partner. I'm not saying that partners always deserve more money, I'm not saying that partners are always the best, I'm not saying that we're ENTITLED to being treated a certain way, all I'm saying is that we Care. We go all in. We don't stop. We are wired to win for the client. That's what a partner does. But partnerships need reciprocity. The drive to be a partner is directly proportionate to how well the other partner treats us. We want to be a partner, NOT a vendor.
Partners care about the cause. They are passionate about getting each others backs. They are passionate about delivering a great service and doing their absolute best. Partners VALUE the relationships that they have because they ultimately know that working together will move the needle. Partners know that there are rough times, that their are times where we may need to burn the midnight oil, that the job HAS to get done and it’s understood that that job WILL get done and done with precision.
Vendors get treated like dirt. They aren't valued. They aren't seen as vital. They aren't seen as mission critical NOR respected for the great work that they do. They are a commodity, easily replaced by the next lowest bidder. Vendorships suck and its not even close to what we want at On Target. This particular client, despite amazing quality, despite amazing customer care, despite amazing response rates and expertise, despite an amazing job that my team did wanted a vendor. A vendor to beat up, to use, to exploit and to spit out again in 12 months when they want another cheaper option.
So... While I wish these folks the best of luck, it’s time that they learn that the grass isn't always greener. That treating people like partners with dignity and respect will always trump getting the cheapest vendor who could give a rats ass about your success as an organization.
The lessons learned:
- Stand up for yourself and your worth. You run a risk, but the ones that leave you aren't worth it for your organization.
- Don't be lured by false promises or carrot dangling when taking on a new client. Either they buy into your true value and pay what you ask for (within reason) or they can shop on price and get what they pay for by the bottom feeder service providers.
- Don't be afraid to walk away from a dysfunctional client relationship. If it’s sucking the life out of your organization, move on and replace that client with a partner.
Thanks for reading.
Tom
WordPress Security MUSTS.
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The Buddy Gift.
Both of my children make me very proud. Yes, I'm one of those dads. My kids aren't perfect, sometimes they drive me nuts, sometimes they fight, sometimes they do kid stuff that can get under my skin. But they are damn GOOD kids.
My oldest loves soccer. She lives it, eats it, sleeps it and as a side effect, so does the rest of the entire Jelneck clan. We have soccer balls all over the house, we have soccer socks mixed in with damn near every article of clothing in the house, there are shin guards, water bottles, uniforms and pretty much any article that you can purchase from either the Orlando City Lions or The Orlando Pride all over our house.
Orlando Pride Star Alex Morgan gives back to fans.
So while my oldest is a bit obsessed with soccer, she's also obsessed with making people smile. Case in point, at her school, she is a big 'buddy' to a kindergartner. They hang together, go to church together, she helps her buddy with her reading, she's basically a mentor to her buddy. Her buddy adores her. She looks up to my oldest Malia as if she could do no wrong. Well, Malia's buddy also loves soccer. She is obsessed with the Orlando Pride and in particular, Alex Morgan. Malia decided that she was going to make her buddy smile and smile and smile, by getting as many autographs from the Orlando Pride as she could. She accomplished that. She had a poster of Alex Morgan, had Alex sign it personally and she obtained roughly 8 other Orlando Pride autographs after the home games, at an exhibition, anywhere she could, she got those signatures. I had no idea what she was up to, I thought she was simply obsessed as a raving fan, but she wanted all of those signatures for her buddy and not for herself.
As the school year came to a close, Malia couldn't wait to give. She couldn't wait to present this poster to her buddy. My wife had to slow her down, Malia was so excited to give, but we had to make her wait. Finally, the day came. We got the poster framed and Malia presented it to her buddy at school. The smiles on both of them were priceless beyond belief. This act of pure gift warms my heart. It helps me know that I'm raising a good kid. It helps me know that I'm raising a human being who truly cares about the smiles of others.
Malia gets some hang time with Alex Morgan
How can we give like Malia? Give to your customers. Put them first. Make it a goal to see them smile. Make it a goal to feed them the stuff that they are looking for. Make it a priority to serve with a smile. Make it a mission to serve the local community as a business. Make it a mission to do the right thing when it counts, when it matters, when there aren't dollars on the line. Make it a point to be a human. I realize business is business, but does it always have to be about your bottom line? I think not.
Social Media Strategy : Stop Selling. Start Leading.
“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.”
So, This Happened...
Had a great meeting the other day with a prospect. A super nice guy, a guy very charged up about his business, a guy who LOVES business and has a real passion for the work that he is doing. He's got some challenges. He needs marketing. He called me. After a lively meeting, I agreed to put some thought into his challenges and come back with a proposal. Along the way, I had a few questions regarding his product, his marketing reach and most importantly, his digital marketing budget.
I received a few messages back and forth and when pushed for the monthly digital marketing budget, he finally wrote back and said: I guess around $450.00 a month.
Keep in mind, his business is probably doing about $1 million in annual revenue. He shared with me that several other companies just haven't been able to cut the digital marketing mustard and move his marketing needle. I found out why with that simple $450.00 number. Folks, $450.00 won't move any needles, especially not proportionately to a growing 1 million dollar business. Digital Marketing isn't 'cheap' just because it's on the internet.
Then, This Happened...
After I shared my thoughts on his budget, I see a few social media posts from him after the exchange. He decided to do it himself. Why not right? How hard can it be? Just hop on the Net, create a twitter account and Bob's your uncle, instant success. I start watching, he starts 'selling.' Every tweet, every linkedin PULSE article is about why you should buy his stuff. Buy today, All prices drastically reduced, you need to buy, buy, buy, buy. The digital marketing / social media trainwreck. After an onslaught of sales driven tweets, someone finally shut him down and called him out on it.
Folks, business owners, marketing managers, product managers, Social media is NOT for selling. In fact, trying to sell constantly on social media can have a huge adverse impact on your reputation. People don't want to be sold to today and they certainly don't want to be sold to on their social media channels.
Start building your tribe and lead
As marketing master Seth Godin points out in his book Tribes, Social Media is all about building a tribe. A tribe that wants to be led by you. A tribe that is hungry for your expertise, your wisdom, your leadership. A tribe will talk about you, share what you share, follow your business and ultimately, buy from you because you've earned their trust. It's simple permission based marketing. Once I trust you and give you permission, we can talk about how your products and services can enhance my life / business / home, etc..
Be a leader today and start building your tribe on social media, stop selling, start building trust. You'll be amazed at how much more effective your marketing efforts will be.
Need some help building a solid digital marketing / social media content strategy? Give me a call today at 407-830-4550. I can help you build a solid plan of attack and help you build your social media tribe. You can also click the shiny button below. Thanks for reading and sharing! Tom.
Join My Tribe
#MarketingFail : Don't Hire An IT Guy To Do Your Marketing
Ever hear the expression set it and forget it? I think lots of folks think that SEO, Digital Marketing and Content Marketing are all technical. Some technician wearing a pocket protector sits behind a terminal and tweaks, makes some adjustments to your website and BAM, instant success. When I’m out speaking to organizations I often ask what they think an SEO guy or girl looks like and 9 times out of 10, they describe that tech geek.
Digital Marketing is ever evolving. It demands a strategy. It demands attention, it demands change and oftentimes, needs to rapidly be adjusted in order to work. Companies that rely on that tech geek to drive traffic to their website are failing. Why? Here’s a few reasons:
1.) The corporate web site sucks.
It doesn’t matter how much traffic you through at a bad website, it still won’t convert.
2.) Mismatch.
If you’re trying to get your tech geek to get you ranked under search terms that don’t make any sense to your consumers, when they land on your website, they are going to bounce straight off, because the search doesn’t match what they (the consumers) are after.
3.) Social Media Automation.
Scheduling a bunch of social media posts that are all about selling your products and services is a great way to fail at Digital Marketing. People on the Internet are NOT looking to be sold to. They will un-follow your business / brand quicker then crap through a goose if they feel like you’re trying to sell to them.
4.) BORING, automated content written for search engines and NOT humans.
This is probably one of the most common infractions on the web today. Search engines crave content, so do people. It is often VERY tempting to hire an off-shore company to create content in order to hyper-inflate your SEO. This MAY work for a bit, but as soon as one of your customers / prospects / website visitors reads this jumbled up nonsense, they hit the back button and move on to your competitor. Crappy content can do more harm to your brand then anything.
5.) PPC / SEM FAILS.
Believe it or not, running a successful pay per click or Gooogle Adwords campaign is NOT easy. I actually think that Google has done a disservice to small businesses by offering them the $50.00 coupons that they send out to new businesses. Business owners, hungry for their own piece of the Google real estate jump in, create a campaign and flip the switch. They often BURN through all of their money within 8 hours with oftentimes, ZERO leads, sales, results, etc.. There are many nuances of running a successful PPC campaign that experienced Digital Marketers know.
It’s like this.
The web changes daily. You need not only a strategy to reach your core demographic, you need a partner who understands how to execute, analyze, re-adjust and tweak constantly. If your digital marketing strategy isn’t changing frequently, odds are you’re doing it wrong.
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Enough To Be Dangerous...
Do you know your profession inside and out? Do you live it, eat it, drink it, breathe it daily? Can you hold your own with a room full of peers because you know your “stuff” so well? Yes. The answer is yes. You, my friend are an expert. Experts know the ins and outs, experts have walked the walk and bitten the dust a few times. Experts know how to get it done without blinking an eye. Then there’s Mike.
Mike knows a little bit about everything. He dabbles here, he dabbles there. He tells you how it should be because he read that article once about the thing with the widget and the flux capacitor. He gets news alerts in his inbox about widgets and trusts everything. Heck, he’s even listened to a podcast or two about a thing or two and NOW he knows. Yes my fellow experts, Mike is real, and Mike is here to tell you how you should skin the cat, how you should roll, how you should focus on this or not focus on this. Mike has never actually done what you do, but gosh darnit, he read that article on LinkedIn and has a friend on Twitter who agrees most of the time.
The Mike’s of the world distract the experts of the world. The Mike’s of the world become the CEO’s “consultant” and throw everything off course so that they can simply keep their gig. The Mike’s of the world can ultimately end up single-handily throwing an entire company off course just because of a shiny object.
Knowing enough to be dangerous is a huge danger. Learning by doing, learning by experience, learning by the ole’ school of hard knocks is what makes an expert an expert. A never ending quest for learning coupled with a never-ending zest for finding a better, newer and more relevant way of doing this is what makes YOU an expert. Learning to trust your gut is challenging, but will ultimately insulate you from the many Mike’s of the world.
In my world, there are millions of Mike’s. They know how to do SEO better because their cousin Joey once got a site ranked in Bing by altering some code. They think Social Media isn’t right for your business because it simply just doesn’t ROI, they think that content can be churned out quicker, faster and cheaper in India and simply don’t get why we’re creating it in the first place. The Mike’s of the world are fixated on one particular portion of marketing and never look at the big picture because they kind of sorta know something about that particular portion. The Mike’s of the Digital Marketing world are everywhere and news-flash, the Mike’s aren’t going anywhere anytime soon.
How do you keep the Mike’s out? You don’t budge. You stay the course. You stay grounded. You challenge. If you’re not allowed to challenge, you get the hell away from Mike. The Internet has made it stupid simple to get to see what Mike is really about. Use it. Challenge him. Avoid him, take his advice ALWAYS with a grain of salt.