Capitalizing on New Opportunities

Finding and capitalizing on new opportunities is critical to the success of most online operations.

With each new website visitor there are two options – a conversion and click through, which lead to a sale or to a dissatisfied searcher, who keeps looking… eventually becoming a loyal supporter somewhere else.

While that may seem like the most basic explanation of commerce online, Evolve Digital Labs unique audit strategy delves deeper, analyzing the factors driving conversions, and the obstacles standing in the way. Here’s how our audit can work for you.

When equipped with the right tools that enable effective communication, a website can provide the brand’s consumers with solutions to their needs. The first step in the assessment process is to evaluate on-site performance, ensuring the website is accomplishing this goal.

We review the health of a site usability and content, which include analyzing everything from the speed in which a page loads, domain authority, to the SERP rank, and how that stacks up against competitors. We take into account the optimum user experience, layout and design, and review content to ensure a user’s needs are being met, with clear solutions.

We will bring to the forefront issues that need immediate attention as well as barriers to successful SEM/SEO and organic traffic.

Included in the audit process is also a deep look at target customers. We research the resources they use, how often and why. We discover their language, and help businesses determine whom to pursue online. We’ll help your business pursue your true market.

True Market

A closer look at competition is needed to learn the threats in any given marketplace, whether that is new digital applications, or traditional media.

The marketplace may have a different look depending on the consumer. Our thorough analysis details the ideal consumer and the desired outcome.

Additionally reviewing the marketing mix is crucial, every channel, impression and visitor has a value.

If you’d like the team at Evolve Digital Labs to share insight on your website and how to make it better contact us today.

STL Digital Symposium Takeaways #STLDigSym

There were a lot of beer and toasted raviolis consumed at Ballpark Village Wednesday afternoon for STL Digital Symposium. #STLDigSym. That’s not necessarily a takeaway but a sign of a good time.

It was also a place where people were willing to go to extremes to keep tweeting.

 

Beer for phone chargers

And tweet they did. According to @TrendTopicsUSA #STLDigSym was trending for more than six hours. That’s impressive.

St. Louis trending topics

 

 

If you had too many of the aforementioned beverages and missed something here are a few quick takeaways.

Gunnard Johnson, SVP Data & Analytics at Centro, shed light on the Five Pillars of Performance: audience, channel, execution, exposure and response.

Johnson took time to brake down how data & analytics factor into generating tangible insights. You can read more about his key points here.

One take away from Gunnard and the panel that included, Evolve Digital Labs president, Derek Mabie, is data and analytics are meaningless if there is no narrative to assess and relay.

Data narrative


 

Shawn Stevenson detailed a discussion on content vs. context and contributing relevant information. His advice is about messages that actually provide value.Content and value

 

 

And with any valuable content, don’t forget the call to action. (See ours at the end of this post.)

 

Gunnar Kiene of SapientNitro talked about forging brand consistency vs. cohesion in a digital world.

Consistency as one tweet put it is about identifying what your brand is…and of course is not.

know your brand

 

Dan Pollman the founder of happyMedium wrapped up the day with an idea that should strike a cord with startups and growing firms.

 

Happy Medium builds.

We agree on 100% with the statement about making tools if they’re not available. Make something great and then share.

Here’s our final takeaway.

 

always changing

Thanks @AdClubSTL for organizing an engaging event.

Also if you’re interested in sharing ideas on data, analytics and actionable insights get in touch with us. We’d love to talk shop.  Want to collaborate on a project? Drop us a line.

Questions to Consider About Mobile Ad Spending

Internet users are spending 5.6 hours online every day, about 3 hours on their phones and nearly 2.5 on desktop. Can you think of anything else you do more regularly than check your phone? It’s sad but, neither can we.


Kleiner Perkins Internet Trends

 

The 2015 Kleiner Perkins Internet trend report provides very significant insight into usage, time, and ad spend. The nearly 200 slide presentation breakdowns with great detail information on millennials, consumer spending, and connectivity, however one figure left us with a few questions.

Media Time vs. Advertising Dollars

 

Note the gap in mobile spending as a $25 billion (give or take) opportunity. Now to our questions…

When is the last time a traditional ad campaign truly resonated with you? We’re talking about a serious impact, made you feel something? To see that advertisement again, you probably had to Google it.

Which brings us to three more questions.

Is your ad spending efficient and reaching the right audience? Should more money be shifted to mobile? A report by Emarketer notes mobile ad spending will pass desktop next year and,  by 2019 72% of all digital ad spending will be mobile. Will your tactics be similar?

Our strategists can maximize mobile ad spending and help reassess priorities to ensure your business connects with customers no matter where they searching.

 

FYI: Facebook Search Changes

Facebook’s news that it is opening up search to let people explore all public posts is a bold move, that will not only impact your privacy settings but also the world of search.

As Facebook’s vice president of search said the site was “updating search so that in addition to friends and family, you can find out what the world is saying about topics that matter to you.”  The new Facebook Search will provide real-time information while clearing out clutter and identifying news articles and conversations about brands as they happen.

Facebook's new search updates make posts public.

Facebook’s new search updates make posts public.

The social network has been making moves to grab a slice of the Google search pie for years. Facebook is upping the ante against Google’s 3.5 billion daily searches; currently the site has about 1.5 billion searches everyday, indexing two trillion posts. Expect those numbers to climb.

Facebook’s information on a user’s actions on and off site factor strongly into the site’s very lucrative ad game. It should be noted Facebook is only indexing content within its own system. Zuckerberg has acknowledged his desire to compete with Google, and in a decade or so provide a research and question/answer service that quickly delivers results.

So what does this mean for digital marketing?

Facebook’s mobile display ad revenue is expected to hit $7.5 million by 2017. Google’s mobile display ad revenue estimates are closer to $2.3 million. Looking at the numbers and the changes to Facebook’s search framework should organizations start diverting more money away from Google? No. The new Search FYI tool is a large advancement in terms of Facebook’s growth and gravitas but is not THE game changer, at least not right now.

That brings us to a conversation we had with a client recently about their previous Facebook ad spending. They spent money but failed to truly see conversions. That is because many still see Facebook, as a network they use leisurely, to kill time and stay up to date with friends. Users may spend more time on Facebook than Google, but actual search engines are the pipelines in the customer process on the way to an outcome driven solution.

A critical question in determining where to spend is, “Are you trying to increase brand knowledge, or sell a specific service/product?” Evolve is happy to provide insight and direction.

Contact us to learn more.

A Few of Our Favorite SEO Tools

Have you ever sat down and thought about the tools that make your job easier? From a laptop, phone and Wi-Fi to search engines, Excel, PowerPoint, SlideShare, Dropbox and Microsoft Word.

The digital strategists and PPC managers at Evolve Digital Labs recently compiled a list of some of our favorite tools that make us more efficient and improve outcomes when it comes to SEO and SEM.

Google Adwords is at the center of most digital marketing campaigns. As a Google partner the Evolve team uses Adwords daily.

Included in Adwords are two features that make life easier and increase the cost-effectiveness of ad spending. Those are the Keyword Tool and Traffic Estimator.

Keyword Tool provides search volume for keyword lists, however the values it returns are estimates and can be wildly inaccurate especially for low-mid search volume terms.

A better solution to get the true search volume is to use the Traffic Estimator tool. We do a traffic estimate for sites and keyword lists using the maximum bid ($100) to get the true search volume for those terms.

If your keyword list is large, (>2k) you can still use this method via the Adwords API and a little scripting know-how.

SEO Mofos Search Snippet Tools  helps quickly visualize and show examples of what SERPs will look like.

Mofo Snippet

Microsoft SEO Tools are helpful options for improving Bing SEO, as most other tools available are geared to optimize for Google.

Excel sheets are something Evolve’s PPC managers pour over hourly scanning thousands of keywords and search queries for clients like Merck and Charter Spectrum. It helps to have a few easy tricks to make working with Excel and endless data a little easier.

The Pivot Tables function allows users to look at account data for top-level analysis like campaigns, or ad groups. It can also quickly drill down all the way to keyword level to find which KWs are either driving the success of a campaign or holding it back.

The Find/Replace tool helps clean up data, which is one of the most important keys to big data sets and being able to quickly analyze and make accurate cost-effective decisions.

Everyone knows how to use VLOOKUP and what it does, but a free add-in in Excel called Fuzzy Lookup can help by matching up two datasets. Like Vlookup, Fuzzy can compare two unique columns between 2 sets of data. However Fuzzy can match up two columns from each side. So you can match First Names, and Last names that may not be in the same columns without concatenating. Fuzzy is free and takes a little practice to understand how it works. There is a limit on the size of data but for a couple 100,000 rows of data it works great.

All of our clients undergo an audit to identify opportunities for growth. “Found SEO Tool” (UK) is a straightforward audit resource that provides insight into what to fix on a website, like Screaming Frog it’s used more for analysis than an SEO road map.

Webmaster Tools are critical during the audit phase; we use those insights to highlight the next steps. We pay incredibly close attention to impression data, query data and CTR to analyze organic performance and potential.

Onsite improvements and shortcomings are identified with several Google resources, including the Page Speed and mobile friendliness tests.

Those are just a few of our top tools, to learn more about how we can put them to work for you get in touch with us. If you’ve got a unique ‘go to’ SEO/SEM tool that you’d like to share, let us know!

 

 

What’s Causing Your Site’s Traffic Problems?

During the fall of 2012 Strategyn was trying to determine the root cause of an organic traffic drop. What was originally thought to be the cause of this drop, was algorithm changes, however insights from Evolve Digital Labs revealed the issue to be a recent website redesign.

By happenstance Strategyn’s team came across an article by Evolve Digital Labs, related to another site, it specifically addressed how duplicate content errors impact traffic and rankings.

Strategyn called us, and we got to work. An initial consultation exposed errors, and how those errors were significantly impacting traffic. Strategyn then ordered a complete website audit.

An audit by definition sounds scary and boring – “An official inspection of an individual’s or organization’s accounts, typically by an independent body.” However, audits are the biggest factor in turning around traffic and implementing the best practices for growth.  Get beyond the audit fear and embrace the target goal of a fully optimized site.

We determined the redesign altered website copy, causing technical errors which decreased traffic. Strategyn lost equity as a result of the redesign, because URL structures were different, and not properly redirected to new pages.

Evolve provided Strategyn with a roadmap to solutions, including URL redirecting and internal linking.

The next steps focused on developing a solid strategy, which would lead to growth. Generating content and assets with customer-language in mind helped determine key innovation terms. By changing a historic timeline image into text search equity improved. By leveraging Google Suggest key terms from instant results micro conversations on Strategyn’s site were supported.

Another component of the audit found PPC campaigns were not properly optimized. Opportunities for traffic and conversions were being missed because Strategyn was bidding on single word or even number terms.  The Evolve team helped segment keywords and identified the primary customers needs through keyword research, thus allowing for singular focused paid ads, rather than ads for broad topics.

Strategyn has since seen a 200% increase in website traffic, plus and increase in conversions and new business leads.

Strategyn-1_3

The methods implemented were built around information and data shown in the audit. While there are always suggestions available and a variety of alternatives to an in-depth audit those ‘quick fixes’ won’t identify the true potential for online growth.

To learn more about the best outcomes from an Evolve Digital Labs audit contact us today.