What’s Better than being Ranked #1?

  • By Jackie Petre
  • 27 Oct, 2017

Why you SHOULDN’T worry about that number one ranking

A lot of people fixate on being the number one result on Google. It’s easy to understand why; those number one results are often the first links we click on when doing a search. After all, Google puts those results at the top of the page for a reason, right?

Many times, Internet marketing performance is solely judged by rankings and how high you can get on Google. But contrary to belief, this is not the best way to measure your return on investment. There are other metrics that will tell you way more about the success of your campaign’s performance than just the average position.

What You Should Look At

There are many factors that play into being the number one result on Google, including paid ads, authority and keywords. A lot of these either cost money or a significant amount of time to bring you to those top spots, and even then, you aren’t guaranteed a number one ranking.

When it comes to the health of your website, there are other elements that can accurately depict your site’s growth. These are much more worthwhile to monitor and work on. Instead of focusing on your Google ranking, here’s what you should be paying attention to in order to track your website’s success.

Traffic

Traffic is a major determinant of how successful your website is. After all, you won’t make it to that number one spot if no one is coming to your website in the first place. There are many aspects you can look at to learn about who is landing on your page and where they’re coming from. These analytics provide a lot more insight into the overall health of your site, including:

  • Bounce rate
  • Time on site
  • Search queries
  • Month to month patterns
  • Year over year patterns

You’ll want to track both the amount and quality of traffic coming to your site. It’s better to be in a lower spot and have a decent amount of high-quality leads coming to your site than people who see your name at the top of the page and skip over your site for a competitor. And the more high-quality traffic your site gets, the more likely it is that those leads will turn into conversions.

Conversions

Conversions are the people who come to your website and turn into leads. They’re the visitors who convert to customers by calling or emailing you and buying in to your services. When it comes to your conversions, ask yourself a few questions:

  • Are you getting enough conversions?
  • Are your leads high quality?
  • Are they skewed toward one specific service or is there an even distribution of demand?

Answering these questions accurately will probably require tracking, which you should be doing anyway if you hope to increase your Google ranking. By looking at how many people are converting to leads, you’ll be able to determine the success rate of your website. If you’re not getting enough conversions, they aren’t high quality or they’re skewed too much toward one particular service, that’s a good indication that your website could use some work. Focus your attention on editing content, adding keywords or better defining the locations you serve.

Cost Per Acquisition

Also known as cost per conversion, cost per acquisition (CPA) requires tracking to know how many leads—calls and emails—you’ve received as a result of your online marketing efforts. It tells you how much you’ve spent on marketing for each lead you get, and there is a simple formula you can use to figure it out:

We normally like to keep CPA under $45, but depending on your industry, you might be willing to spend more or less on a quality lead. If your CPA is high, you’ll want to make adjustments to your campaign. On the other hand, if your CPA is low, keep doing what you’re doing and your authority—as well as business—will continue to grow.

If You’re Not First, You’re Still Not Last

Although rankings do help overall visibility, it’s hard to track ALL possible search queries that people may be typing in, especially with the rise of mobile technology and “near me” searches. Therefore, rankings are just a small portion of overall success. It’s more important to keep your site’s relevancy up and continue to monitor traffic, conversions and cost per acquisition. These three factors are still important to a healthy website, whether you’re ranked first or last.

The Science Behind Digital Marketing

By Jackie Petre 17 Nov, 2017

If you’ve ever read content on the Internet—a blog, product pages on Amazon, instructions on how to tie a tie—you know that visuals are essential to keeping you on the page.

So as the manager of your website, you realize just how important images are to keeping your visitors engaged and interested in what you have to offer. For product- or service-based businesses in particular, quality images can be the difference in total success or total failure of your site.

But did you know that images can do a lot more for your webpage than just supplement your content?

That’s right. Your images, just like your content, can be optimized for SEO benefits, making them more search-engine friendly. Optimizing your images for SEO benefits will give your page an added boost by including more keywords and giving Google more content to rank in searches.

By Jackie Petre 10 Nov, 2017

Getting customers to leave you reviews is one of the most important marketing strategies you can use. You know it. We know it. Let’s move forward.

Many businesses have reviews all over the Internet, from Yelp to Facebook and everything in between. But what’s the point of having an abundance of solid reviews if potential customers aren’t seeing them at the right time—when they’re on your site looking at your services? We fully believe that all business owners should display their reviews on their website in a way that proves your reviews are legitimate.

Our solution: an online review presenter.

By Jackie Petre 01 Nov, 2017

The digital world is constantly changing. Every day, programs are updated, trends shift and Google edits its algorithms. With so many frequent changes, anyone who wants to maintain a successful online presence—like all digital marketers—has to keep up with the trends. Even the experts have to stay on top of their game if they don’t want to fall behind.

Several months ago, we published an article that explained why it’s crucial that your website is optimized for ‘near me’ searches. For example, instead of searching for “flower shop Cleveland, Ohio,” more searchers were replacing the location name with “flower shop near me.” It provided more accurate results based on the user’s physical location, rather than the broad location.

By Jackie Petre 27 Oct, 2017

A lot of people fixate on being the number one result on Google. It’s easy to understand why; those number one results are often the first links we click on when doing a search. After all, Google puts those results at the top of the page for a reason, right?

Many times, Internet marketing performance is solely judged by rankings and how high you can get on Google. But contrary to belief, this is not the best way to measure your return on investment. There are other metrics that will tell you way more about the success of your campaign’s performance than just the average position.

By Jackie Petre 18 Oct, 2017

We’ve discussed how important it is to have reviews of your business on your website, and you know that reviews can have a positive effect on your business. But the more difficult part is figuring out how to get clients to leave reviews in the first place. Where do you start? How do you get people to only leave positive reviews? It might seem like a tricky business—and we’ll admit, there is a formula to it—but getting clients to write reviews isn’t as hard as it sounds.

Here are five easy steps you can follow to motivate your clients to leave a review of your business.

By Jackie Petre 02 Oct, 2017

When making any important decision, it’s important to weigh your options. In the case of creating a new website, the advantages that come with each option can be a major determinant in which website platform you decide to go with. In our two recent blogs detailing the Locallogy Rapid Platform , we’ve covered what exactly the service is and the functional features that you have access to as a user. Now, we want to tell you about the advantages to using our website platform.

In addition to having a cost-effective, customized website built by our team of professionals, you’ll experience a number of management advantages that help your website run faster, safer and smarter.
By Jackie Petre 02 Oct, 2017

We recently unveiled the Locallogy Rapid Platform , our newest web building service that allows you to have a cost-effective website created for you by our team of digital marketing experts. It’s the best way for your small business to quickly get a customized website without paying top dollar to have your site maintained by the professionals who are creating your site.

So how do we offer such a quality service for a low monthly price? We’ve built in a variety of great features that let you directly manage your website so you can quickly and easily make edits without crashing your own website.

Once your website is up and running, there are a number of helpful features that make editing and using your site easier on both the backend (what you can edit) and frontend (what visitors will see). From choosing your own color scheme to previewing capabilities, these features work together to create a flawless user experience.

These features all boil down to three specific functions that are crucial for any website platform: customization, usability and responsiveness .

By Jackie Petre 02 Oct, 2017

When it comes to building a website for your business, you typically have two options: invest in a high-end, custom-built website made by digital marketing experts, or go with the cheaper option by using a content management system like WordPress or Wix to personally manage your site on a template platform.

For some businesses, a website fully designed from scratch is the best option. It gives the business owner the ability to customize every last detail, down to the coding on each page. For others who don’t need a complex site, a simple CMS that allows content to be easily managed will suffice. But for many businesses, neither of these options are exactly what their looking for, which is something in the middle. Something that allows for a customized website built by professionals at a fraction of the cost of a full website design.

Something like the Locallogy Rapid Platform.

By Jackie Petre 26 Sep, 2017

Video content is taking over the Internet. Several years ago, the place you were most likely to find this kind of content was YouTube, where you could look up any kind of funny, instructional or music video imaginable. Today, you can find Internet videos everywhere you look: Facebook, Snapchat, Instagram and news network websites. And according to data, it’s a trend that’s not going away.

In a recent visual networking report done by Cisco , it is estimated that global “video traffic will be 82 percent of all consumer Internet traffic by 2021, up from 73 percent in 2016.” So it’s no surprise that businesses have been jumping on board in an effort to keep their audiences’ attention and create content that has more share potential.

Incorporating videos onto your site might seem like something that doesn’t apply to a service-based business like yours. But visuals are a pretty powerful tool when it comes to getting (and keeping) the attention of your customers. Yes, images are crucial to a successful business website, but customized videos are a more engaging way to showcase your products or services. In fact, it’s something we use as a marketing tool for our customers.

By Jackie Petre 21 Sep, 2017

We’re all familiar with the concept of saving the best for last. But when it comes to the content on your website, your approach should be the exact opposite. You may not realize it, but the order of your content often determines the rate of conversion your website sees. This concept is known as content hierarchy. Whether you’re a business owner who is creating services pages on your website or you’re just running a personal blog on the Internet, content hierarchy is something that affects the success rate of your web page.

Let’s start at the beginning.

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