Canadian Search Engine Optimization and Search Marketing Company.
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Online Marketing Strategy

Every day people are searching for products and services that you offer. That’s a fact. The question is, are they finding you? And if so, is your website successfully turning them into paying customers? What would doubling your traffic or sales conversion rate mean for your business?

There are six key areas of online marketing that will promote your identity and get you more sales. Working backwards in the sales funnel, they are:

  • Web Development: ensuring your website design and structure is SEO friendly
  • Conversion Optimization: ensuring those that find your website reach your intended goals
  • Search Engine Optimization: showing up in the organic search engine results
  • Search Advertising: appearing in the ads above and beside organic search engine results
  • Content Marketing: creating great content, such as blogging, podcasting, and video marketing
  • Social Media: having and using a Facebook page, Twitter account, Google+ page, Pinterest,  and more

To help simplify it a bit, rather than thinking about all the components in detail, here’s a general overview of how we help turn your average Internet user into your next customer.

WSMedia-Sales-Funnel

We like to work backwords when describing the process and start with the Sale. You’ll notice that in order to get a sale you first need to ‘Convert’ the visitor, meaning you’re converting them from a visitor into a paying customer. This is typically done with a service called Conversion Rate Optimization which, in its simplest form, makes it easier for website visitors to purchase your products.

Everything else is a matter of driving traffic to your website. The next two bubbles are for Organic Search Results and Search Advertising Results which are the Web Marketing world’s way of categorizing the page you see when you search for something on Google, Bing or Yahoo. The first few results (and right column) are typically Ads and the rest are mostly ‘Organic’ results — the ones that appear because they’re what the search engine thinks you’re looking for rather than what someone else has paid the search engine to show you. How do you get in the Organic Search Results or Ads? Read more about Search Engine Optimization and Search Advertising below!

Finally there’s the alternative methods of driving traffic to your website such as social media and content marketing. Both of those also have indirect ties to your organic rankings as well, but we’ll get into that in more detail later on.


That’s a lot to think about and boy can it ever be time consuming! So much so that massive media organizations charge well over $10,000 a month to manage all of it for you. We’re not adding zeroes here; you could be wasting over ten thousand dollars every month on these services. Why take that hit to your bottom line when you can do a portion of it yourself? Instead of spending months learning it all or spending $10,000 / month to have someone execute the strategy with half the motivation, we suggest doing a bit of both.

Have you ever seen anyone get more excited than you about your business? We doubt it! After all, who knows your products and services better than you? Spend less money and less time by leaving the tricky stuff in our hands and learning the rest. We’ll take care of the website, conversion optimization, and SEO and help you create a plan to move your business forward faster online by executing your own content, search marketing and social strategy.

Part 1: Managed Services

Let’s start with the most complex services that we can take care of for you: Web DevelopmentSearch Engine Optimization (SEO) and Conversion Rate Optimization (CRO).

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Website Development

New Builds

When creating a new site, it’s important to ensure you’re using a content management system that’s SEO friendly. One that doesn’t use ‘pretty permalinks’ or ‘friendly URLs’ by default makes for a poor website for both humans and search engines alike.

What are ‘pretty permalinks’ or ‘friendly URLs’? Look at this article’s address in your web browser, it probably shows up like this:

https://websaversmedia.ca/marketing-strategy/

That’s a friendly URL; you can read it and it makes sense! It’s visually appealing, and – thanks to the wizards at Google – things that are friendly to users are often friendly to search engines as well. If you’ve ever created a website at Wix, you’ll likely note that your page address looks a lot more like this:

http://yourwixwebsite.wix/#2839dljsflkj3s

Gross.. Just gross. Look at that address and tell me what the page is supposed to be about. My immediate guess is that it’s about somebody’s cat jumping on their keyboard, but in reality that’s just what Wix’s default permalinks (URLs) look like. Yes, it is entirely possible to make them prettier, but it’s not a default setting. That seems a bit counter-productive.

Our website builds are always search engine friendly and they’re ready to go for Google Analytics and anything SEO-related you can think of.

Redesigns

Search rankings are often overlooked when redesigning a website. When you change pages, titles, URL structure, all while adding and removing pages, you can serious influence your rankings. If you’re not careful you can often drop in rankings that you spent a lot of time, effort, and money investing in.

Two key things that get overlooked in redesigns are:

  • Changing a page’s address to make it more friendly (remember the above part about Pretty Permalinks). What you may not think about is that any traffic / links your previous URL for that page had is now being sent… nowhere! Protect yourself by creating a 301 redirect. These redirects tell Google and your visitors that the page they’re looking for has permanently moved to a new location. The upshot of this? People are automatically redirected to the correct page, and Google assigns all the ranking of the old page location to the new one. Pretty snazzy.
  • Removing a page because you’re consolidating some content? You’ll want to do the 301 redirect as mentioned above for this situation, too. Redirect the traffic to the most relevant page you have. You can even use anchor tags to redirect traffic to the specific part of the most relevant page.

Whether we design your new site or someone else does the development work, we can help in the final steps of your redesign to make sure that your users experience no broken links, and that all the old content is properly forwarded so that visitors find the correct page and your rankings stay strong.

More About Web Design


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Conversion Optimization & User Experience

Once you have a website and your marketing efforts are sending new customers to your website, it’s important to analyze the flow of traffic from the moment they reach your site through to the final order process. This is called Conversion Rate Optimization or CRO.

CRO ensures your business makes money after you start driving the traffic to your website. Many business and website owners focus only on search engine optimization and do not pay much attention to what happens to the visitors after they land on their website.

Increasing traffic alone is a great way to increase business, however, you are leaving a lot of money on the table if you have never considered optimizing your website for better conversions. How can you take your existing traffic and make more money from it? That’s where conversion optimization comes into play.

Conversions come in many different shapes and sizes. Some examples of conversions may include: an online transaction, downloading a brochure, signing up for a mailing list, filling out a contact form, or picking up the phone and calling your business. In order to track the types of conversions and which traffic source is producing the best results is where good analytics come into play.

Advanced Analytics & Visitor Tracking

With the help of proper analytics and visitor tracking we can take the guessing game out of optimizing your website to get the best user-experience possible. There is so much visitor data that can be captured that will tell us what we should be doing to make sure your website is a constant source of leads or income for your business.

Google Analytics is a great tool to better understand your website’s traffic, as well as to identify any issues with your conversion rate optimization. That said, it can be a daunting task to try to figure it out and learn what you need to know. Fortunately, there are a lot of great resources out there that can help you make sense of it.

Our strategy here is pretty detailed, but with the right tools you can do it yourself as well. We dig deep into analytics to help you understand your traffic as best as possible. We begin by establishing goals and conversions. These include both micro conversions that could be looking up your contact info, visiting specific product pages, or downloading a free eBook, and macro conversions such as purchasing a product online or submitting a contact form.

From here we define what quality traffic looks like and segment visitors into four groups: unengaged, interested, engaged, and converting. We can use these segments to identify performing channels and communicate what sources of traffic are performing the best. Notice that people who find your website from a certain search result, or a particular referrer, are more likely to contact you? Great data! Is it mostly people with a penchant for My Little Pony marathons, or who like Greek food? You’d be surprised the level of (vaguely creepy) detail you can get from analytics.

Click and scroll maps are great tools to get a visual representation of what visitors are doing on your website. They provide a great deal of information if you can decipher their meanings. Google Analytics will tell you how a visitor got to each page, functionally speaking. Maps will show you how a visitor actually interacted with those pages. When we’re performing a Conversion Rate Optimization we use a variety of click and scroll maps, along with Google Analytics to paint the best picture possible of what your visitors are doing.

Improving Usability with Design

After analyzing the flow of visitors across your website content, it can often be relatively simple to fix issues. For example you might find that 25% of your customers are not reaching the bottom of a long page and so the solution to improve sales on the page is to include call-to-action buttons (such as “Buy Now!”) part-way down instead of solely at the bottom.

In other cases, simply inserting a button isn’t simple enough. Let’s say it’s actually important that some visitors read the content closer to the bottom of the page, but others only need to read the first half of the page. This is one such case where usability can be improved with design elements. You could insert an accordion or tabs on the page such that the first part of the page is showing and the second part is hidden until the matching (and clearly titled) tab is clicked, thus revealing the second half of the page and hiding the first half. With this design element in place, the visitor can then quickly access the information they want without constant scrolling and regardless of which portion of the page they came looking for.

We do our best to try to make a lot of this information accessible, but it can still be a very daunting task to try to work on your website’s CRO. If you’d rather get back to running your business, and let us do the CRO for you, please send us a message. We’ll analyze your site and create a quote that best matches your needs.

Contact us Today


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Search Engine Optimization: Linking and Structure

There’s a lot of confusion and uncertainty surrounding the search engine optimization world. Most people belive that Search Engine Optimization is all about adding keywords to your website’s tags, which is only true to a minimal extent. There’s a delicate balance of precise character lengths, too many or too little keywords, and using just the right phrases in page titles. If the balance isn’t found, then your search rankings might suffer.

Yet, despite all this, it only makes up a small portion of your site’s ability to rank well on search engines! The larger part of your sites rankability comes from its online ‘presence’ in terms of how many websites of great quality link to yours.

If there’s any area of expertise within the SEO world that we excel, it’s off-Site SEO. We’ve invested thousands of dollars and countless hours on creating the perfect in-house created and managed service to provide you with what will likely turn out to be the biggest boost in rankings you’ll ever see.

More About SEO


Part 2: DIY, Setup & Training Services

We can help you develop a search advertising, content marketing, and social media strategy that will help grow your business and build brand and website authority online. This strategy can be easily executed by you or your own marketing team on your schedule.

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Search Advertising: How not to waste your money

When you search for the products you sell online, did you ever notice the first few results have a different coloured background? Perhaps you noticed the tiny yellow word “Ad” written beside them. These are the “pay per click (PPC)” ads for your keywords and you will be missing out on potential business if you don’t take them seriously.

To get your website showing as one of those ads, you’ll need to create a Google AdWords account and bid a certain amount per click. That amount is the dollar value per click that you have committed to spending on the keywords that your potential customers are searching for. Essentially, you pay Google every time someone searching those terms clicks through to your website.

Does this mean you should only do this or SEO? Unfortunately, it’s not quite that simple. Businesses using both have reported a massive increase in business through their website when spending both on advertising and SEO as compared to spending on just one or the other. Even more interesting, it seems that ranking well for ‘organic’ results (the results below the ads) results in more business than showing up solely in the ads.

More About Search Advertising


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Content Marketing Strategy

From written to audio to video marketing, you need to provide value to your website visitors while making it easy for them to share your content with others.

Here’s the problem: there are countless methods and tactics to choose from and choosing the best for your business is not always easy.

Ask us about the best content marketing options for your business. We’ll advise you on how to create a plan to make the best possible use of each content type that will work for your business. Even better, we can help you integrate all of this content directly into your website.

More About Content Marketing


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Social Strategy: How not to waste your time

How many times have you opened Facebook and quickly looked through the news feed to see if maybe anything important or relevant has been posted. Many people, especially solo-preneurs are guilty of doing just that.

Having a strategy for social media ensures that the time you do spend on social media channels communicating with your audience is done with a purpose and an end goal and fits with the overall goals of your business.

More About Social Media

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