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Metrics
A good website must perform and produce, not just look good. By performance we mean produce traffic, engagement and leads – – the targeted leads that you need for your business to prosper. You can’t manage what you can’t measure. So how do you measure the performance of your website? The answer is server and…
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From Stagnant Performance to Industry Dominance – A Case Study
The subject of this study is a high-end residential renovation company located in Cambridge, MA, which we will refer to as “Company X.” Company X was facing stagnant website performance in a highly competitive market. To reverse this trend and achieve industry dominance, we used our method for developing high performance content: By illustrating Company…
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Trust and Google Ranking – A Case Study
This case study will examine the role of trust in Google ranking. Google wins when they furnish their Visitor with trusted documents – – and so do you. So how does Google measure trust? By engagement, as measured by pages viewed, per visit. That is the most fixed and reliable user signal of how valuable…
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Keywords to Attract the Best Leads
Keywords are key. A good place to start is to develop a keyword list. This is an inclusive list of what you’re targeting. Let’s make sure we have that agreed list at hand, and in mind. In developing your Keyword List, think about what your most qualified prospects are searching for in Google. Use the…
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Social Media – So What?
Social media, what is the point? Have you ever looked up Referrals (to your website) in Google Analytics? Even for clients who diligently update and maintain their Facebook accounts, the ratio for referrals from Organic Search to those from Social Media typically run from 20:1 to 30:1. Double, triple, quadruple, quintuple – – that I…
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Are You Overprotecting Your Brand?
The temptation in online marketing is to protect the brand at all costs. With branding, the cost of overprotection is the same as with children – – it makes them boring and stupid. Like anxious parents everywhere, we prefer to present the impressive result and to conceal the process, which can be messy. The problem…
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The End of SEO
SEO is the idea that the search engine can be gamed into ranking your content. It can’t. Google has the biggest cache of information on planet Earth, so they know if your content sucks or not. How, exactly? They measure engagement, pages read per visit, per visitor – – a precise and reliable metric of…
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How Effective is Your Website?: 9-Point Test
So, how do you make sure your qualified prospect will actually bother to read your carefully crafted message? You can’t allow your website to baffle or annoy your prospect or the search engines. In order to be a productive website, it must conform to the preferences of these two masters, so to speak. To see how your home page measures…