sing the right keywords is essential in SEO. Because using the words your audience searches with, will help your posts and pages rank. That’s why we tell you to put some effort into finding the perfect keywords to optimize your articles. So, after finding that perfect keyword, why shouldn’t you use it over and over again? Why would you use synonyms and related keywords? Well, it might seem contradictory, but using synonyms and related keywords the right way will definitely improve your rankings. In this post, I’ll explain why.

Variation is key

The main reason to use synonyms and related keywords in your text is that they will make your text much easier to read. If you write a text about ‘candy’ and use the word ‘candy’ in every other sentence, your text will not flow naturally and become unreadable. Your readers will most likely stop reading and leave your page or post. You’ll lose your audience. That’s why you should aim for variation in your writing. For example, words like ‘sweets’ and ‘delicacy’ could serve as synonyms for ‘candy’. And related keywords could be ‘chocolate’ and ‘sugar,’ which aren’t synonyms for ‘candy’, but are related to it and can therefore still be relevant for your text. We’ll go into that later on in this post.

So for your text to be attractive and engaging, it should be varied. This can be done in different ways. For instance, you can try to alternate long sentences with shorter ones. Longer sentences are often more difficult to process and by also using shorter sentences, your text becomes easier to read. You can also try to alternate the sequence of words to avoid too much repetition in your sentences.

But the most important thing is to vary with the exact words you use. Especially if you’re trying to rank for a long-tail keyphrase which consists of several words, such as ‘candy store New York’. Using that exact keyphrase in a lot of your sentences will make your text awful to read. Using synonyms and related keywords, on the other hand, allows you to make a text much more attractive while still being able to focus on your chosen keyphrase.

But wait, what about keyword density?

Of course, it’s important to use your focus keyword regularly and be aware of your keyword density, but you shouldn’t overdo it. In the old days, SEOs tended to stuff their texts with their keyword as much as they could. That way, Google would understand what the text was about and rank it accordingly. But Google has come a long way since then. It can read and understand texts and is on a continuous quest to better this understanding.

I’ll give you an example. If you type in ‘candy store New York’ on Google, the results will show pages about ‘candy stores’ as well as ‘candy shops’. Google understands that ‘store’ and ‘shop’ are synonyms, and treats them as such.

Snippets from the search result page for the search ‘candy store New York’

This doesn’t take away from the fact that you should still use your focus keyword a few times throughout your post. After all, the focus keyword is still the word or phrase your audience was searching for. These are the words your audience uses and will expect to find in your text. That exact match remains important. But, to avoid using your keyword too many times – also called keyword stuffing – you can use synonyms and related keywords. That way you’re able to rank on these keywords while keeping your text attractive and readable.

How often should you use synonyms and related keywords?

The usage of synonyms versus the use of focus keywords is no exact science. The most important criterion is the way readers will experience your text. So, read and re-read it. Is it engaging and easy to read? Or are you getting annoyed by the constant use of a certain term? Be critical of your own writing and ask others for feedback on your text.

If you’d like more guidance, the Yoast SEO plugin can help you balance the use of your keyword, synonyms, and related keywords by recognizing word forms in different languages.

If you use our Premium SEO analysis you will be able to add synonyms of your focus keyword. The plugin checks if you’ve used these synonyms in your text, but also in your meta description, introduction, subheadings, or image alt text. Moreover, our keyphrase distribution check will reward you for alternately using your keyphrase and its synonyms throughout your text.

You can add multiple synonyms for your focus keyphrase in Yoast SEO Premium

You can also add related keywords in Yoast SEO Premium. By adding these the plugin is able to check whether you’re using them in your text. Your focus keyword remains the most important keyword though, and that’s why the plugin is less strict in its analysis of your related keyphrases.

related keyphrases yoast seo premium 2
You can also key phrases that are related to your focus keyphrase in Yoast SEO Premium

One step further: make those synonyms work for you

As I said earlier, Google has come a long way since the early days of SEO. It’s now able to understand texts and take related concepts and synonyms into account. It can recognize related entities. All this to be able to serve its users the best result. And part of being the best result is making sure your texts are easy to read. Google wants to serve readable texts.

So make sure you deliver! Think of synonyms for your keyword or keyphrase and use them to your advantage. Take a moment to come up with a few alternatives for your keyword. But also think of topics that are strongly related to your keyword. Enter these words in our SEO Premium analysis and make sure to use them in your text. You’ll notice that it becomes much easier to write a naturally flowing text when you don’t have to use your focus keyword in every other sentence. And the use of synonyms and related keyphrases helps Google understand the context of your text which increases your chances to rank!

Conclusion

Focus keywords remain essential. These are the words your audience is searching for. People searching for ‘candy’ will probably not click on a result with ‘delicacy’ in the text. If you search for ‘candy’ you’ll expect to see that exact word in the search results. So, exactly matching the keywords of your audience remains essential.

That being said, you can use synonyms and related concepts to write a readable text. Repeating the same keyword over and over again hurts the readability of your text, especially if you’re optimizing for a long-tail keyword. Furthermore, using synonyms and related keywords may create ranking opportunities you’d otherwise have missed.

This B2B social media marketing guide is what you need to grow your brand.

Social media has always been seen as the playground for B2C companies. While it’s true that many of the top brands leveraging social media operate in the B2C segment (such as Nike, Starbucks, and Applebee’s), it doesn’t mean that B2B companies don’t have a place in the social media arena.

There are companies of all sizes that have already tasted success with B2B social media marketing, and continue to grow as a result of tapping into the major social networks for more customers.

However, it’s easy to find a travel company making the most of Twitter or Facebook in terms of marketing and customer service, but what about a residential management company? Or a trade staffing agency? Or a PR firm? Take any B2B business that you can think of, the question is, can it successfully tap into the world of social media and grow as much as a B2C company?

The answer is a definite yes. If you look around, you’ll find hardcore B2B companies killing it on social media. Whether it’s IBM on Twitter, Cisco on Instagram, or Intel on Facebook.

The problem that many B2B companies often face is a lack of knowledge and an awareness of social media. Many of them still believe social media is not for them, which is costing them sales. Or they don’t have the right staff/resources to run their social media campaigns. That’s where our social media experts at Yiion Systems come in. We completely create, schedule, run, and monitor your social media so you never have to lift a finger – all while seeing great results! Contact us today if you’d like to get started.

It’s important to keep in mind that if a B2C company that sells fashion products can use social media to market its products, then a B2B company dealing in office supplies has an equal shot at it. But in order to see real-world results, such companies need to embrace B2B social media marketing with full throttle. And stop relying solely on old-age marketing tactics such as attending networking events, cold calling, and direct mail.

Getting great results with B2B social media marketing is not rocket science. In fact, it can be as effective as B2C social media marketing, as long as the fundamental goals are not ignored.

Any B2B company can grow awareness about its products and build a stronger brand by strategically leveraging popular social media platforms such as LinkedIn, Twitter, and Facebook.

Omobono, a global B2B creative and technology agency, conducted research that found B2B marketers can see real results with social media. And if done right, B2B social media marketing can prove to be the best marketing technique to promote their products and services.

Omobono basically surveyed 115 marketing experts working in B2B companies and found that a whopping 79% of them felt social media is the most effective channel for marketing. What’s more, 38% of them said if they had access to an extra budget for the coming year, they would want to invest it into B2B social media marketing.

B2B Social Media Marketing

Even though data shows that B2B companies are eagerly investing in social media, there is a need to focus on increasing revenue.

While there is no doubt that social media is a powerful marketing method, it has to be done effectively to achieve a high return on investment.

For successful social media marketing, a B2B company needs to take a strategic approach and execute their campaign with precision.

Below we’ve outlined three steps that are crucial to creating a profitable B2B social media marketing campaign.

How to Create an Effective Social Media Marketing Campaign

Step #1: Define Your Marketing Objectives

Without defining the right objectives, you’ll find it difficult to make your B2B social media marketing campaign profitable. Why? Because your return on investment depends on setting marketing goals that contribute to your company’s overall growth.

Having measurable goals that are relevant to your big or small business will help you create a winning B2B social media marketing strategy. You need to ensure that each goal you set is smart and measurable in nature so that gauging success becomes simpler, and more scientific. Venngage does an excellent job outlining how to do this in your social media plan.

Every decision that your company makes towards getting more prospects and converting them into customers should reflect these goals. And more importantly, how you plan to achieve them.

B2B Social Media Marketing

Also, companies using B2B social media marketing need to realize the importance of gaining visibility in the competitive social landscape. Social news feeds today are crowded, and your company has to stand out of the crowd without losing focus of its core objectives.

Let’s look into a few objectives that you can consider for your B2B marketing company.

1. Generate Targeted Leads:

It’s a fact that B2B companies operate differently than B2C companies in more than one way. The techniques that work well for a B2C firm, may not be that viable for a B2B business.

For instance, B2B clients are known to make bigger investments, which brings down their chances of impulse buying. So if your B2B company wants to leverage social media for marketing, it makes sense to do so for lead generation rather than sales.

If you’re a business that thinks long-term, and if you truly want to get a healthy ROI from social media, then your top priority could be about generating new, quality leads. Above all, each lead that you generate via social media gives you the confidence and direction to gain even more leads in the future.

Studies have shown that any businesses (B2B or B2C) that use social media to generate leads can be in the position to earn 24% more revenue. Whether you choose to use LinkedIn for generating leads or Twitter, depends on the kind of business you are running and where your audience tends to hang out the most.

B2B Social Media Marketing

Capturing leads and nurturing prospective buyers can be via social media as long as you do the following effectively:

  • Build a strong, positive network and grow your reputation
  • Add a clear call to actions to your social media pages, profiles, and posts
  • Improve your brand and focus on establishing yourself as a thought leader
  • Leverage paid ads to consistently generate quality leads
  • Track and measure your social media performance/progress

With B2B marketing, it’s important to take a unique approach in order to generate high-converting leads and achieve a bigger ROI.

2. Build Your Brand

Your social media optimization efforts can make a positive impact on your company’s brand development. Being on a social network such as LinkedIn is not enough to enhance your brand. Your business needs to be active when it comes to protecting its reputation and giving away value. One wrong step on social media can diminish your brand’s value.

According to a 2017 survey, brand building is one of the top digital priorities for B2B marketers.

top b2b priorities

Here are three efficient ways to enhance your brand and get the most out of your B2B social media marketing efforts:

I. Create an Online Brand Persona: Similar to a persona of your ideal customer, an online persona of your brand will take you a long way. Creating an online brand persona helps your prospects and customers connect to your core values on social media, which affects the overall results you get. In order to successfully an online brand persona, focus on the voice you will be using on social media. Keep your long-term vision in mind when doing so.

II. Have a Crisis Management Plan Ready: There may be times when you’ll see the unhappy side of your customers on social media. This is when your brand’s reputation can go for a toss if no steps are taken to resolve the issues. When you have a crisis management plan ready, you’ll be in the position to deal with a problem when it arises.

III. Connect with Media: Connecting with your prospects and customers is an obvious step when you’re using social media. But being a B2B company, you shouldn’t stop there. In other words, you also need to interact with bloggers and journalists who are actively writing or creating content in your niche. By using social media for reaching out to the right kind of media and building strong relationships with relevant media contacts, you will be able to get on their radar.

3. Offer Better Customer Service

Social media platforms such as Twitter and Facebook are great for improving your customer service and give better value to your B2B customers. Social media gives you the opportunity to see how your customers are interacting with your content and what they’re talking about your brand. By taking the right steps, many customer problems can be resolved without having them escalated further.

B2B Social Media Marketing

Here’s how you can do it effectively.

A. Go Beyond the Major Social Networks

Where are you hanging out? What websites are they using to talk about your brand and as well as your competitors? You need to do a bit of homework to find out where your customers are spending time on so that you can connect with them. Just because you’re running a B2B business does not mean your focus should only be on LinkedIn.

Sometimes you need to go beyond the traditional social networks such as Twitter and Facebook. For example, if you’re running a travel business, you may want to keep a tab on your customers by being active on a website like Flyertalk. This is the site where your travel customers would be discussing everything airline-related. Join these discussions to learn the concerns of your customers and come up with solutions to make them happy.

Regardless of the industry, you are in, you should try and learn what your customers are talking about you before it’s too late. The more you study and participate in these discussions, the better it is.

B. Keep an Eye Preferred Networks

The best part about social media is it allows you to manage your reputation. By monitoring the major social networks and forums, you’ll not only be helping out customers in need but also avoid any negative effect on your reputation.

In order to make the most of social media in terms of customer service, you need to use professional tools that let you track your mentions and listen to customer queries aired. You can start by setting up Google Alerts, and later on, move to a more premium tool when you’re ready. Remember, a tool is only as useful as you make it out to be.

C. Respond the Right Way

An important rule of serving customers via social media is that you take care of their issues without making the situation ugly. In other words, you need to deal with customers the right way instead of getting into heated arguments. Since your discussion is happening on a public platform, you want to avoid any unnecessary debates.

Most of the time the issue can be resolved without any verbal spats. Sometimes the customer is genuinely wrong, and this is when you deal with the issue privately and resolve it quickly. Try to cooperate with the customer as much as you can, even they are difficult. Responding the right way is the key to building better business relationships.

Your image and brand are critical, and you need to safeguard those by showing everyone that you truly care for your customers. Any prospective customers monitoring your discussions will be in a better position to do business with you. At YIION Marketing, we are experienced in handling tough situations when it comes to reputation management. Additionally, our specialists monitor client accounts every single day and respond to comments and messages within 24 hours.

Step #2: Identify Your Target Audience

Social media is made up of diverse people, so not everybody is going to be interested in the content you share. This is why it’s important to reach out to an audience that connects to you and your content. You want businesses who pay attention and listen to your advice. Being in the B2B segment, this not only helps you build a list of followers but also lets you create real authority and a positive brand in your niche.

Identifying your target audience is the first step to sharing information with businesses who have an interest in your area of expertise and possibly have goals that connect to your product or service. If you manage to build a relationship with an audience that shares the same level of passion for your industry, then the updates you share with them will get even more exposure.

The last thing you want is to deliver your content to an audience that is least interested in what you’re sharing. And that can easily happen if you don’t know who exactly you’re targeting.

target audience

You want your business to deliver value to other businesses because it helps you gain influence in your niche and increase your reach. By adding more value to your social media content, you will slowly but steadily differentiate your business from other companies that are not putting the effort in B2B social media marketing.

1) Know Your Priorities

Your goals and your priorities shape up your marketing. Using social media to grow your business is what you’re aiming for, but how do you want to accomplish that? What do you want to get out of your B2B social media marketing? How do you plan to increase your business with the help of social media?

2) Analyze Your Competitors

Every healthy business has competition, and so do you. This is why you should spend some time analyzing the social behavior of your competitors. Find out how they are interacting with their customers and utilizing each social networking platform. You also get an opportunity to understand the kind of content they’re creating, and which of it is helping them generate engagement.

competitor analysis

Your aim is to fully analyze and grasp the social media tactics of your competitors so that you can do better in those areas. For instance, if your competitor’s posting frequency is low, you could ramp up yours by sharing high-quality content more regularly. Everything that you learn from your competitors will help you improve your own B2B strategy. Which will have an impact on the overall results you achieve from your B2B social media marketing efforts.

3) Decide on What Content to Share

If you already have a content marketing strategy and content development team, you already know what type of content you will be producing for social media. But in order to find your audience and make B2B social media marketing work for you, you need to know what type of platforms will be receptive to your content. The more clear you are about this, the better results you will see.

For instance, if you publish a case study in the form of a long-form blog post, then it would make sense to distribute it through Twitter and LinkedIn. On the other hand, if you have a video version of the same case study, you should share it via YouTube and Facebook. As long as you know your audience is there on a certain platform, there’s no reason to not share your content with them.

4) Create and Assign Personas

Knowing your audience is not enough, you also need to put them in inappropriate categories or “personas” according to their needs/requirements, their overall buying behavior, or based on the different kinds of responses. This sorting out is crucial to serve your customers better and give them an experience like never before. This step allows you to create a specific strategy for each customer persona you create. Which in turn improves the chances of getting more sales.

B2B persona example

Step #3: Choose the Right Social Media Platform

Every social media network is different. And the people that use it have different interests and priorities. When your B2B company experiments with social media marketing, it’s important to understand the importance of selecting the right social media platform.

Your social media efforts need to be directed in the right direction because unlike a B2C company that deals with end customers, you work with companies and businesses. Which makes your choice of social media platform a crucial part of your B2B social media marketing strategy.

B2B Social Media Marketing

Many B2B marketers have tested and analyzed social media platforms to find out what works best for their B2B brands. Why? Because finding out the best social media platform is essential to your business’s success.

We have worked with both, Facebook ads and LinkedIn ads, and have found Facebook to be a more viable B2B advertising solution.

The reason being simple: Facebook ads are likely to be cheaper than LinkedIn ads in terms of cost per click. For example, you could spend $5 per click on LinkedIn that would cost you $1 or less per click on Facebook. And the quality of the lead would be the same. It’s a no-brainer.

Even though LinkedIn is a pure B2B channel (one of the reasons it’s more expensive), Facebook ads can help you get similar results. Why? Because Facebook has two billion monthly active users. And there is every chance that your B2B audience logs into Facebook as much as they do on LinkedIn, if not more.

Your social media efforts should focus on not only forming the right marketing objectives but also on building a strong relationship with your target audience. Which can only happen when you are focused in the right direction.

How do you do that? By working on both, leveraging the right social network and as well as understanding the behaviors of your target audience. And since these keep evolving, it’s crucial to move with changing times.

For example, take the industrial companies and manufacturers that are using social media for their advantage. Many B2B companies in this sector are using videos to reach their marketing goals. In which these are being uploaded to video-focused social media networks such as YouTube. These sales and marketing videos are helping add to the bottom line of companies by helping with the demonstration of products and the functionality of each equipment.

In fact, 83% of marketers say that video marketing increased their revenue. Although compared to writing blog posts or making infographics, creating videos will require more budget. But here are some tips you may try to create engaging videos without spending too much:

  • For webinars or Q&A videos, you can record them using Zoom.
  • Have you ever tried live streaming? Try Facebook or YouTube for that and be sure to choose the one with the more engaged followers.

After creating these videos, you can now promote them on your other social media accounts.

When selecting a platform, it is important to assess how it can be used to reach the organization’s main objectives and build an audience. Instead of starting with the question, “What platform is the best?”, your B2B company should ask, “What platform aligns the best with our marketing objectives?”

Need Help with B2B Social Media Marketing?

When talking about B2B social media marketing success, the focus is usually on how amazing the results have been. Or how the B2B company managed to make the most of social media marketing at a limited budget. But it’s important to understand that these results are possible only due to effective preparation and flawless execution of the campaign.

B2B social media marketers need to think long-term in order to see real-world results and continue growing. Focusing on immediate results will only hamper the sustainability of your social media efforts. With efficient planning and preparation, even the biggest challenges can be overcome.

If you need help with your B2B social media marketing, please don’t hesitate to get in touch with the yiion Marketing team. Using our vast social media marketing experience, we will help you formulate a B2B social media marketing strategy that aligns with your company objectives.

If you are interested in our B2B marketing services, visit our social media management pricing page today. We would be delighted to help you out. You can contact us.

Have a simple question you want to answer? Just leave it in the comments below and one of our experts will answer you in a timely manner.

There are hundreds of tactics for driving visitors to your website, but there are several factors to consider beyond “get more people!” You can spend all of the money you have driving people to your site, but at the end of the day, what matters most is that you’re driving the right traffic.

While the internet is definitely a game of numbers, remember to focus on quality traffic. If you’re an eCommerce site selling vitamins, creating a site that garners a lot of traffic from students writing reports probably won’t lead to many conversions.  Once you’ve pinpointed the type of site you have, a few key demographics about your audience, and promotional ideas, you can start honing in on those quality customers. Once you have quality nailed down, then you can focus on quantity.

Let’s consider a few things before we get started:

What type of website do you have?

  1. Are you in business to offer a service or a product to your audience?
  2. Do you sell your product or service online, or strictly provide information about your product/service?
  3. Do you have a personal website, where you are highlighting your skills or portfolio?
  4. Are you writing a blog or news site?

Who is your audience?

  1. What age is your audience?
  2. What gender(s) is your audience?
  3. Are you targeting locally, nationally, internationally?
  4. Are your customers likely to be repeat customers, or one-time-only?

What promotional factors are part of the picture?

  1. Are you offering a discount?
  2. Do you offer tips on how to accomplish something useful?
  3. Do you have an event or deadline to promote?
  4. Do you have a new or restructured product/service to promote?

What are your current traffic metrics?

  1. How many unique visitors do you currently have?
  2. How many page views are you currently getting a day/week/month?
  3. Are people moving through the site? How many pages are being hit per visit?
  4. What is the average amount of time people spend on the site?
  5. What is your current bounce rate?
  6. What is currently driving the most traffic – what sources (direct, search, and referral)?

Once you have answered these questions, you will be better equipped to find and target your audience.


5 Most Effective Ways to Drive Traffic to Your Website

1) PPC – Pay-Per-Click Advertising

Paid advertising manages to be both underutilized and misunderstood. PPC is usually best used for conversion-oriented keywords, which is great because it gets you a new audience that is also ready to convert. However, we’ve found that clients often expect very high conversion and lead rates from PPC, and while that can be true if done properly, it takes quite a bit of work and thought to really nail it. It’s complex and not easily achieved without a circumferential knowledge of paid advertising, how to set it up, create effective landing pages, and to monitor/adjust your campaigns based on activity. Paid search, social media advertising, and display advertising are all excellent ways of attracting visitors, building your brand, and getting your site in front of people. Each paid channel has its own pros and cons, so think carefully about your objectives before you dive in.

2) SEO – Search Engine Optimization

Think SEO is dead? Think again. Optimizing your content for search engines is still valuable and worthwhile. Are you making the most of the image alt text? Are you creating internal links to new content? What about meta descriptions? Optimizing for on-page SEO doesn’t have to take ages, and it could help boost your organic traffic.

SEO is about time. It takes time to create meaningful content, publish it, and update all aspects of every page of your site. It isn’t necessarily difficult, just time-consuming. But the dividends from SEO are manifold and long-lasting. The more you tweak and adjust, the more often you create and publish thoughtful content, the more effective your site will be and the more popular you will be on search engines.

3) Social Media

Effective social media management means a variety of content, meaningful to your audience, posted with regularity and frequency. It’s not enough to produce great content for your website and hopes that “if you build it, they will come” – it’s important to be proactive.

So where do you start? Get to know the popular platforms:

  • Twitter is ideal for short, snappy (and tempting) links
  • Google+ promotion can help your site show up in personalized search results and seems especially effective in B2B niches
  • B2C product companies often find great traction with image-heavy social sites like Pinterest and Instagram
  • Facebook is generally a catch-all, meaning you will likely find your audience there no matter your business model

4) Email Marketing

So many businesses are focused on attracting new customers through content marketing that they forget about the power of marketing automation and email messaging. Email marketing can be a powerful tool, and even a moderately successful email blast can result in a significant uptick in traffic. Just be careful not to bombard people with relentless emails about every single update in your business. Marketing automation means you can set users up on specific lists, target them based on their previous interest in your business, and automatically put their email into a workflow where they receive email reminders from you at specific intervals. It’s a wonderful way to boost traffic and keep you top of mind.

5) Guest Blogging

We love guest blogging! It’s a two-pronged effort that can lead you to find a new audience. Start with identifying a list of top industry blogs and look for guest blogging opportunities. Being a guest blogger yourself can help to expose your brand and augment your authority in the industry. This is apart from getting you a stream of new visitors and subscribers to your blog. Some blogs will out rightly accept to publish your post if it will resonate well with their audience.

Inversely, you can seek out guest bloggers. We all need more attention in the online space, and we all want to add our voice to the industry rhetoric. Seek out potential partners and platforms who might be interested in blogging on your site. Perhaps introduce some topic ideas or even offer to interview them and draft the blog for them, crediting them with authorship. It’s a trade of audience, and it’s free.

Before we recommend any kind of marketing strategy, site redesign, or content updates, we need to understand how people behave on your site, what your visitors like and dislike, and what can be done to influence them. It may be a surprise that up to 96% of people who come to your website aren’t ready to convert. So, how do we get a better picture of who they are and what they want to see that will change their minds? We need to understand their behavior, what they’re looking for, and how we can deliver it. Welcome to the ultimate website secret decoder ring: Google Analytics.

What is Google Analytics?

Google Analytics is a completely free tool provided by the search behemoth that helps measure your website traffic and gather essential information about your site visitors. It can enable you to push past anecdotal feedback or perceptions to see how your website is actually performing with (extremely) detailed data.

What is Google Analytics

What is Google Analytics Audience Reporting?

Audience reporting reveals practically everything about the demographics of your site traffic. It allows you to dig deeper into their age or gender, interests, and how engaged have they been with your site (and by extension, your company). You can use this reporting to figure out who your audience is and what their interests are – and then create content based on those metrics. Here how it breaks down:

Audience: Who those visitors are
Acquisition: Where they came from
Behavior: What they did while they were there
Conversions: Who acted on your call to action
Real-time: Who is on your website at the moment

You can also track new vs. returning visitors, the type of technology they are using, and create custom reporting and benchmarking. Is your audience primarily mobile users? You’ll want to optimize your site for mobile including site speed, button size, ease of navigation, and readability.

Real-Time Reporting allows you to monitor the activity as it happens on your site or app. You can see where your current active users are located, what traffic sources sent that traffic to your site, view the content they are seeing, and set up events to view in real-time reporting (button clicks, form submissions, video interaction, and more). It can be beneficial for determining the success of content scheduled to be posted at a specific time.

What are Google Acquisition Reports?

Acquisition Reports tell you how your visitors got to your website including organic, paid, direct, and referral traffic.
Organic: Visitors who came from a search on a search engine and didn’t click on a paid ad
Paid: Visitors that came to your site from a paid result
Direct: Visitors that came directly to your site by typing in the URL
Referrals: Visitors that came from links from other websites

Google Acquisition Reports

Content Idea: Is most of your traffic from paid efforts? If so, this will help you determine those crucial keywords, find what content resonates with them, and how can you take those insights and optimize your website to boost your SEO to ramp up organic traffic.

Next Level: Dig down into your Google Adwords connected data, connect your Google Search Console, and look at how social and other campaigns are working together as you develop bigger strategies and plans. You can also adjust your budget and spend on paid search based on your organic results and how you’d like to see them switch up in the future.

google-analytics-data

What are Google Behavior Reports?

Behavior Reports explain how visitors use your site. This includes average time on site, page views, unique page views, bounce rate, and exit rate. It lets you know the effectiveness of your content and how engaged people are with it – and where potential troubles may lie. Knowing bounce and exit rates will show you where you are bleeding traffic and what pages need attention.

The Behavior Flow Report is a visual guide of where people enter and then exit your site, revealing the most popular path through your website. Think of it as a graphic that mashes up the data from other reporting. This data can help you prioritize the changes you want to make to your sites such as adding images, FAQs, testimonials, and more to high traffic pages.

If you see that returning visitors are staying on your site considerably longer than new visitors, now’s the time to develop content that will immediately entice and appeal to new visitors once they land on your page.

Should your business be blogging? You’d be surprised just how much a well-written blog can help your business.

Blogging Keeps Your Website Fresh

Websites can easily become stagnant, so posting new content via a blog keeps your website fresh. Blogging – and cross-posting those posts to your website – enables your website to look new and current with minimal effort.

Blogging Boosts Your Website’s Search Ranking

Customers love new content, and so does Google. Google ranks sites with fresh content higher than sites with stale old content, which makes blogging an essential part of your SEO strategy. Our years of experience as a successful marketing agency have shown us that regular blog posts will help your site rank higher in Google’s search results.

Blogging Provides Value to Customers

You want to create posts that provide value to customers – show them how to do something or fix something or learn something new. When you provide real value, customers will remember that and return for more.

Blogging Promotes Social Sharing

When you post something useful or interesting, customers will share it via social media. The more a post is shared, the bigger the audience you have for your brand and products.

Blogging Establishes You as an Expert

When you blog about industry issues, you automatically become an expert. People trust experts and that trust can easily turn visitors into customers.

Blogging Humanizes Your Company

Most blogs are written in informal language, not rigid business-speak. Presenting your information in a casual fashion puts a human face on your company – and most customers would rather deal with a regular person than a faceless corporation.

Blogging Enhances Online Sales

A blog is another mechanism to sell your products and services. When you mention a product in a blog post you expose that product to new potential customers. The more exposure you get, the more sales you’ll get.

Blogging Doesn’t Have to Be Hard

Yes, it takes time and effort to write regular blog posts. If you have the in-house staff to do it, great. We can help you start your blog and keep it fresh – and you reap all the benefits!

When was the last time you made changes to your company’s website?

If your website is more than a year old, you need to think about making some changes. Website design standards are constantly evolving, and website content can quickly get stale and out-of-date. If your competitors have more modern-looking sites and fresher content, they’ll start drawing your customers away, and that’s not good.

As an experienced digital marketing company, we know when it’s time to overhaul a website. For your site, the time may be now.

it’s Time to Overhaul Your Website

How do you know when it’s time to make changes to your website? From our years of experience as an online marketing agency, here are some of the things we look for.

It Looks Old

Does your website look like all the other new websites out there? Or does it look like something that was designed five years ago? If your site doesn’t look new and fresh, it’s time to make it new and fresh.

It is Old

Any website more than two or three years old can use a good refreshing. Any site more than four or five years old can use a complete overhaul. Yes, things change that fast online.

It’s Not Mobile-Friendly

This is a big one. More people today surf the web on their phones than on their computers. If your website doesn’t look good or work well on mobile devices, you need to fix that.

It’s Not Performing As It Used To

You know it’s time to overhaul your website if traffic is down, online sales are down, leads are down, conversions are down, or your bounce rate is up. In other words, if your site isn’t performing like it used to, it may be because of an outdated design.

Benefits of Overhauling Your Website

What do you get if you invest in a website overhaul? There are lots of benefits, including:

  • It will look better
  • It will work better
  • Your brand and company image will be improved
  • You’ll have a better mobile presence
  • You’ll see increased traffic, leads, conversions, and sales

Whether you’re a new business or an established one looking for new website design, you’ll want to avoid overlooking your website copy. But writing for a website can be tricky, and those who aren’t used to it often find it overwhelming.  

Your new website design is important. It will help potential customers identify your brand and make you look professional.  

Your website copy will enhance your design by putting you at the top of Google searches for people within your target market, but only if done correctly.   

Amp Your New Website Design (and Your Influence) with Exceptional Website Copy 

What sets website copy apart from blogs, magazine articles, and papers? There are a number of factors, including:  

  • The Hard Sell – Your website is all about telling people who you are and how you can serve them. Blogs and articles are a softer sell, providing your audience with information about a topic that makes you a trusted resource/leader/influencer. Website copy  
  • Concise Copy – While you’ll want to entice readers with a punchy intro with your blog, you have some leniency to go more in-depth. Website copy requires that you get to the point fast. People are there for a reason – they want to get to know who you are and whether you’re the company they really want to work with.  

Writing for a website needs to get to the point faster than what most people are used to, but it still has to leave the reader with a clear sense of what your business or service is all about. Soyou have to be short, concise, but also clear enough to ensure the reader knows why your business can solve their needs. Easy, right?  

Important Components of Website Copy  

Why does website copy look and read differently than other types of content?  

  • SEOFor your website to be found, you need to optimize your website content for search engines. You can do this by getting really clear on who your audience is, using appropriate keywords, and regularly running analytics and reports to help you improve. 
  • UIUser Interface Design is a digital term for making your website as intuitive as possible, particularly the visual, customer-interactive elements. These include icons and buttons, a responsive design, color schemes, and more.  
  • UXUser Experience Design focuses on the human who’s checking out your website. You want to make the experience as user-friendly for them as possible.  

To ensure your website does its intended job, it’s best to hire a digital marketing agency to take care of the technical aspects (UI/UX) and the written content as well.   

Don’t Want to Do the Writing Yourself? Hire a Digital Marketing Agency 

A lot of people don’t feel like natural writers, but they understand the importance of SEO and copywriting for a business. If you fall into this category, your best bet would be to hire a digital marketing agency. Doing so will ensure that you have copy that enhances your new website design, making you even more appealing to potential customers. 

Each day, web users conduct more than 2.3 billion searches on Google alone. With nearly 1.74 billion websites in the world vying for viewers’ attention, it’s easy to see that a website’s ranking among those searches can mean the difference between a business’s success and failure. The goal is for a company to increase both the quality and the quantity of website traffic through organic (unpaid) search results. This is search engine optimization (SEO).

SEO is about understanding what products, content, and information users are looking for online and the words they’re using to find those things. Then, it’s taking that data and writing content for your site that search engines will recognize. When done successfully, this brings your company to the forefront of online searches and ultimately translates to growth in revenue.

Where Do You Rank?

When it comes to SEO, it’s essential to know where you rank among the competition. This allows you to determine whether your current strategy is working and what steps you can take to improve results. Google Search Console is a free online tool that helps you understand and improve how Google views your website.

Whether you’re focusing on blog posts, new web pages, or simply want to refresh the content on your current pages, Google Search Console can help with SEO. From identifying which search queries reveal your site to determining how often searchers click through those queries, there are several ways Google Search Console can benefit you. For example, it identifies dead links or 404 errors on your site. This is important information as cleaning-up and maintaining your website is an easy way to improve your SEO. It can also help you develop content around specific keywords to improve search engine rankings.

3 Tips on How to Write for SEO

The page content is the most important factor that affects search engine rankings. It’s what drives people to your site and what search engines deem worthy of high-ranking placement. When drafting content for SEO purposes, consider these three tips.

1. Write for Your Readers

Creating content simply for the sake of SEO won’t resonate with your readers. When writing for your website, it’s essential to keep your audience in mind. Appeal to their interests, answer their questions, meet their needs, and supply their demand (whether that’s a product, service, or information).

2. Formatting is Key

Once you have solid content, be sure it’s presented in a well-structured manner. Headlines should be clear and effective, contain keywords, and be tagged with proper hierarchy (think in terms of importance). Body text should be manageable, smaller paragraphs that keep readers engaged and informed. Tagged, relevant keywords should be used thoughtfully throughout, avoiding overuse while still letting readers (and search engines) understand the subject of the post.

3. Include Links

Links are vital for SEO, as they help increase sharability and viewership. Including links to pages on your own website ensures visitors will see your information if they access the link from another source. Linking to other sources helps promote content sharing and can increase SEO as well.

Having difficulty understanding SEO? You’re not alone. everybody has the same thing powering their web presence – content.

That is not to say all content is created equal. A detailed, well-research article with sources will hold up better than the “You Will Never BELIEVE What Happens Next” bait piece.

Even among good content, people have varying preferences that change constantly. Google is in charge of keeping up with that, and as such, it indexes search results differently. This is why no matter what you are writing about, you need to keep your content fresh.

What is SEO, and Why Does it Matter?

What things do people input into search engines? Hot topics, common questions, favorite brands – when pages have these terms in their content, they tend to rank higher and bring in more traffic.

This technique of putting popular search terms in content is known as search engine optimization or SEO. Google is the largest search engine in the world, and it is smart enough to know whether you use those terms organically and conversationally. If you do, you should rank higher.

However, the same keywords do not always keep the same ranking potential. Given that Google gets 3.5 billion searches per day, which equates to over 1.2 trillion per year, ranking potential changes along with user search preferences.

That is a massive amount of traffic, and thus a massive number of pages aiming to get the same spots you are. Picture yourself at an auction – it would not be fun to have to bid among a few billion other people, would it?

Fresh content is the key to staying high in the ranks, as it lets you maintain the rank you have already earned, and build towards better ones. Fresh content also gives you the chance to work in new keywords that can help you achieve even more high-ranking spots for your content.

Fresh Content Means Fresh Ranking Opportunities

As search terms gain popularity, it becomes more important to capitalize on them. More pages with more quality content including high-ranking keywords is a sure recipe for traffic.

A steady flow of fresh pages (blogs, landing pages, etc.) that use popular keywords in a conversational manner will get the attention of Google. Once you do that, you can get the attention of the billions of people who use the search engine every day.

You know your business has a lot to offer – the key is helping all your prospective customers see that.

With so many competitors across the digital landscape, digital marketing for small businesses is tough. It may seem impossible to get your ad the views you’d like without some type of help.

PPC ads offer that type of help by letting you buy the exposure you want – no, seriously. You can buy it.

What is a PPC Ad? How Does it Work?

PPC stands for “pay per click.” If you’ve ever scrolled along with a search engine page or a social media feed and noticed ads with the word “sponsored” somewhere in one of the corners, you’ve seen PPC ads.

Rather than earning visits organically, PPC advertising sees you earn it monetarily. While some would recoil at this prospect, it isn’t nearly as slimy as it may seem. It’s smart, and it keeps your audience in mind.

In the past, paying to get your ad seen could mean sending an intrusive popup to your target – which could repel customers from wanting to learn more about your offer. Modern PPC ads are inbound, meaning they appear on feeds or search engines a person is already looking at. In this way, they promote you without interrupting your audience member’s day.

Even better, they’re tailored around specific topics – so if you sell cooking services, for example, your ad can be tailored to appear to those whose search history indicates they have an interest in culinary arts. You won’t end up trying to teach a person seeking an auto mechanic on how to cook a risotto.

Understanding the Setup and Charging Processes

When you write your ad, you’ll be able to choose the target audience you want. This includes age and geographic ranges, gender, and specific keywords or industries you want the ad-based in.

As far as how you’re charged, this is where the ad gets its name. When you pay, you set out a budget and are charged from it whenever the ad is clicked.

Digital marketing for small businesses is much easier when you use PPC ads to jumpstart your efforts and give you that guaranteed boost you need for a new business or even a new product.

When you need a digital marketing agency that offers full-service solutions on SEO, graphic design, social media marketing, and more, choose Yiion Systems.