When it comes to optimizing your SEO strategy and improving your conversion rate, few resources offer the undeniable benefits of Google Analytics. This full-featured tool allows you to easily review visitor behavior patterns, narrow down acquisition methods and improve your retention numbers. Best of all, you won’t pay a single cent to deploy Google Analytics on your business site. If you’re still on the fence, consider the following ten reasons that clearly explain the benefits Google Analytics offers.
1. Get Helpful Insight with Google Documentation
Handling the complicated back-end of your website doesn’t have to feel intimidating. Become a pro in no time by following Google’s in-depth guides for making the most of your Analytics account.
2. Closely Monitor Your Load Times
Slow loading pages are perhaps the single greatest detriment to user experience. Even more importantly, speed has an impact on your site’s page ranking. Carefully monitor your load times with Google Analytics with Site Speed.
3. Track Events Easily
Keyword statistics and click-through rates are great, but sometimes you need a clear look at what’s taking place on your page. Event tracking makes it possible to carefully monitor behavior like video views, resource downloads, and ad clicks.
4. Follow Your Visitors in Real-Time
Feeling somewhat impatient? Rather than waiting for visitor numbers, keep tabs on your site with Real-Time Reporting. This tool makes it easy to measure the impact of recent social media activity or a new blog post, for example.
5. Measure the Impact of Your Marketing Campaigns
Carefully monitor the impact of your marketing efforts with Campaign Tracking. Use Google’s URL Builder to create links with unique parameters, and follow your progress within the Analytics Console.
6. Define Your Visitors
When it comes to targeting local buyers, it’s important to ensure your SEO strategy works. Use Google Analytics to measure information like visitor location. Uninspiring numbers? Consider using paid search that offers geo-targeting options to better connect with your target audience.
7. Cater to the Mobile User
Nearly half of the search queries Google serves come from mobile devices, and this uptick in traffic shows no sign of stopping. Use Google Analytics to monitor the behavior of your mobile visitors, with reports that provide essential insight you can use to better target and cater to these customers.
8. Track Social Engagement
Wonder how well your social media efforts are paying off? Use Google Analytics to easily track your social impact. The platform is compatible with LinkedIn, Facebook, Twitter, and many of the other most popular networks.
9. Find What Your Readers Want
Looking for inspiration for your next blog post? Respond to the requests of your readers by monitoring their search queries on your site. Turn on site search tracking to see what visitors look for using your search bar.
10. Identify Your Best and Worst Pages
Use page insight to determine what pages are logging the most views and keeping visitors on the site. You can also examine your exit pages to figure out what pages need to be reworked to keep visitors engaged.
When it comes to building a successful web destination, it’s easy to get wrapped up in site design and content. While both of these factors play an important role in a site’s overall appeal, it’s the domain name itself that should be your primary focus. Shakespeare famously opined, “A rose by any other name would smell as sweet,” but for branding purposes, your name is everything. Before you invest in the wrong product for your business, use the following tips to find and buy the perfect domain name.
Name Your Brand and Domain Simultaneously
Startups certainly have the upper hand here, but it’s important to include domain research when working on creating your brand. Spend some time getting familiar with your competitors and invest your creative energy in finding names with strong ties to your vision or product. If a name you like doesn’t have an available domain, consider alternatives that do.
If you’re an established company, you might not be willing to rebrand entirely for domain purposes. If your first choice domain is currently registered to someone else, consider contacting them using their WHOIS data details. You might also want to put yourself on a waiting list for the URL in question, which many registrars offer.
Create a Link to Your Business
It’s not rocket science folks! Pick a domain that you’ll never need to explain to your customers. Some web publishers focus too heavily on choosing a domain that uses industry keywords, rather than one that reflects an organization’s branding. While domain keywords can have an impact on page ranking, the benefits of branding your domain and business with the same name outweigh the advantages of snappy keywords.
Keep It Simple
Think of the domains you remember off the top of your head. Most of them are likely short, single-word URLs, correct? Long domains are hard for visitors to remember and not mobile-friendly. Don’t use hyphens or numbers, but try to stick with simple domains that have no potential variations. Make it easy for your visitors to remember you and your brand.
Stick with .com
Some businesses try to get around limited domain availability by eschewing the .com extension for alternatives like .net or .org. In most cases, however, it’s advisable to stick with the tried and true .com. This extension remains the most popular by far, and your visitors will have an easier time remembering your domain if you use it. Exceptions to this rule may include nonprofit organizations or companies located in another country, but most local businesses should make .com their priority.
Register for Multiple Years
Once you’ve finally settled on a domain name that meets the necessary criteria, be sure to register it for at least five years. Registering your domain for a longer period of time can help build credibility for your brand, and in some instances, a longer registration period positively impacts page rank. Longer registration periods are also cheaper in many cases.
Learning to navigate the complicated backend of a business website can feel like trying to make sense of hieroglyphics. From traffic generation to keyword density, the many facets of maintaining a successful site can place even the most experienced marketers in a bind.
Fortunately, Google provides a lifeline for webmasters eager to capitalize on their site’s potential: Google Search Console, formerly known as Google Webmaster Tools. Whether you’re an accomplished web guru looking to simplify management of your domain, or you’re an amateur treading unknown waters, learning the basics will make Google Search Console a must-have for your marketing arsenal.
Benefit 1: Speed Up Your Site
Every web user knows the frustration of trying to browse a pitifully slow website, but you might be surprised to learn that speed impacts search ranking. According to research conducted by Moz, it’s not the load time that impacts your ranking, but instead the time it takes for the server to respond to a user request. You can easily verify that everything is in order on your site by using Google Search Console to fetch your site. If the numbers are weak, consider upgrading to a better hosting plan.
Benefit 2: Discover Your Keyword Impact
Including the right keywords in your content falls under the auspices of SEO 101, but measuring the impact of your SEO strategy often proves somewhat problematic. Google Search Console simplifies this by revealing which pages on your site rank highest for particular keywords. To view this information, simply click any keyword in the search queries list. In turn, you can determine which pages to focus on improving to capture even more visitors.
Benefit 3: Examine the Value of Your Content
Many webmasters struggle to pinpoint where they should focus their content creation efforts. From photos and infographics to long form blog posts and video blogs, content extends far beyond the confines of text paragraphs. Google Search Console makes it simple to determine what content resonates best with your audience, with the average ranking position for each page of your website. These numbers allow you to understand what content you should focus on to make a bigger impact.
Benefit 4: Determine How Visitors Find You
Ever wonder how exactly your visitors are arriving on your site? Google Search Console takes the mystery out of your game, with detailed statistics that explore the average keyword rankings, organic search impressions, and overall click-through rate (CTR) for your pages. Again, this information can make a dramatic impact on your overall SEO strategy.
Benefit 5: Find Out Who Is Talking About You
Search engine traffic is great, but direct referrals from high-ranking websites can be even better. Google Search Console makes it easy to find out who is sending traffic your direction. Frequently monitor your inbound links to determine which sites make the biggest impact. If you’re particularly ambitious, consider building partnerships with these brands to further capitalize on the benefits they offer your business.
Content marketing accounts for an astounding $135 billion in annual spending, for one simple reason: it works. Great content should engage users, encourage social sharing, and ultimately convert visitors. Generating new content for the web can prove challenging, however, particularly for small businesses and restaurateurs. If you’re eager to capitalize on the power of content marketing for your business and not sure where to start, consider the following ten content ideas for restaurants.
1. Turn Your Best Dishes into Instagram Stars
Large chains spend billions of dollars each year bombarding television screens with delicious imagery in an attempt to lure in diners. You might not have the budget for a television advertising campaign, but why not use Instagram to document your latest creations?
2. Embrace the Listicle
Buzzfeed counts an impressive 200 million unique visitors each month, thanks in no small part to the digestibility of its listicles. Try your hand at creating something similar, such as 10 Plates
You Won’t Want to Miss this Month or 6 Dream Dates in [Your City.]
3. Tell Your Story in Video Format
Consumers love to learn the story behind a brand, and few mediums get the message across as well as video. Why not partner with a local videographer to broadcast what makes your restaurant truly special?
4. Release an Iconic Recipe
If your customers can’t get enough of your steak marinade or key lime pie, why not share the recipe with the masses? It sounds intimidating, by sharing favorite recipes can generate brand loyalty, encourage repeat visits, and more. Customers don’t patronize your restaurant just for the food—your ambiance, customer service, and preparation counts for more than you realize.
5. Get Your Chefs Talking
Perhaps unsurprisingly, many consumers are awful cooks. Why not ask your chefs to prepare a list of 5 simple tips you can share via social media?
6. Highlight Other Businesses
Instead of making everything about you and your brand, why not create a blog exploring the best destinations in your community and include your restaurant? You might be surprised how much traction these articles can gain quickly.
7. Host an Online Giveaway
People love free stuff. Why not host a gift card giveaway and require user submissions via social media. Encourage your followers to tag your restaurant for a chance to win, and watch the residual traffic pour in.
8. Seek Customer Input with a Poll
Internet users love to share their thoughts. Why not create a poll that will encourage user participation and provide valuable insight for your brand? Ask respondents to indicate which new special you should add to your menu or the best part of your restaurant’s cuisine.
9. Go Behind the Scenes
Customers are always intrigued by what happens behind the scenes at their favorite hotspots. Why not document a day in the life of one of your staffers or explore the creation of a new dish for the menu?
10. Create a Meme
Feeling clever? Why not make a meme using a photo taken in your restaurant? Put your link on the image and share it with the masses.
When it comes to establishing a full-fledged social media presence, many small businesses focus their attention exclusively on Facebook and Twitter. While the impressive reach of these two networks is undeniable, platforms like Pinterest represent an incredible growth opportunity for small brands. 83% of Pinterest’s users would rather interact with brands than celebrities, and a further 52% use the platform to make buying decisions. If you need further convincing, don’t overlook these key ten reasons to use Pinterest for business.
1. Pinterest Users are Motivated Buyers
Pinterest is driven by content. Research suggests that 47% of social media users have made a purchase based on a Pinterest recommendation alone.
2. There is No Better Platform for Sharing Content
Reaching the masses with your brand content often proves challenging, but Pinterest makes easy work of it. Encourage people to share your blog posts, photos, and videos by including share links directly on your website.
3. It’s Easy to Express Your Brand Aesthetic on Pinterest
The visual appeal of a brand falls under Marketing 101, but some social networks aren’t well-suited for branding messages. Pinterest makes it easy! Optimize your leverage by creating “pinnable” square graphics to accompany your content.
4. Pins Represent Long-Term Value.
Minutes after you share a tweet or Facebook post, users will see newer information at the top of their feed. Popular pins, on the other hand, can refer traffic days, weeks, and months after their original publication. If you’re striving to maximize your social media ROI, Pinterest offers a smart place to start.
5. Pinterest Drives Impressive Traffic.
Forget about paid advertisements and complicated SEO strategies—Pinterest represents one of the web’s most formidable forms of traffic generation. The network was responsible for the second-most social media referrals in 2014.
6. Market Research and Trends Abound
Never again wonder what interests your target audience. Instead, simply peruse the boards of your brand’s followers for a veritable treasure trove of information about your buyers’ habits and preferences.
7. Pinners Crave Lifestyle Content.
Pinterest’s user base skews overwhelmingly female, and its most active pinners focus their attention of food and drink, lifestyle topics, and home decor. If you’re operating in these industries, Pinterest represents explosive growth potential.
8. Pinterest Caters to a Diverse Audience.
Cutting-edge social networks like Instagram and Snapchat may be the most popular with Millennials, but Pinterest’s demographics show it counts large numbers of users across the age spectrum. Diversify your marketing efforts and start pinning!
9. The Network Keeps Growing.
Pinterest now counts nearly 80 million unique visitors monthly, an increase of 47% over last year’s numbers. Compare these numbers to the stagnant growth of both Twitter and Facebook to understand how powerful Pinterest is set to become.
10. Pinterest Plays Nicely with Other Social Networks
Fear you don’t have enough time to invest in operating a social media presence across various platforms? Fortunately, Pinterest works in conjunction with other networks. Integrate your account with Facebook, for example, and kill two birds with a single stone.
With millions of connected users across the globe, it’s hard to overestimate the power of the social web. Traditional word-of-mouth marketing can’t hold a candle to a viral web story, which is why it’s important to focus on crafting content that captures the attention of the masses. If you’re eager to harness the power of the social web for your business, use the following five tips to gain more followers, create shareable content, expand your brand clout, and ultimately, drive your bottom line upwards.
1. Elicit an Emotional Response
If you’ve ever found yourself crying over a Hallmark commercial, you’ve experienced the power an emotional advertising campaign has on its audience. Research conducted at the University of Pennsylvania suggests that good news spreads faster over social media than negative information. Tell a story through your content and aim to tug on the heart strings of your followers to maximize your content’s leverage.
2. Focus on Aesthetic Appeal
Audience perception plays a vital role in the success of your content. Not only should you craft text, photos, and videos that demonstrate authority within your niche, but you also need to ensure visual appearances aren’t neglected. Invest in a quality responsive site theme, or partner with a freelance graphic artist to produce stunning visuals for your content marketing campaign. Content that looks appealing makes a bigger impact.
3. Respond Quickly to Current Events
As stories gain traction online, Facebook and Twitter will often recognize these as trending subjects. Savvy marketers can use these trending topics to catapult their content to new heights. As web users search for information on these events, related content is displayed.
While sharing content tied to current events can result in a dramatic uptick in the popularity of your materials, you should always exercise caution when taking this approach. Too many brands have tried to tie their content to extremely sensitive subjects, in turn incurring the wrath of the blogosphere. Keep your content relevant, appropriate, and respectful to avoid this pitfall.
4. Reshare Old Content
In the current marketing landscape, it isn’t uncommon for a new blog post, video, or ad to be quickly replaced by content from other sources. Don’t craft a long post, publicize it once, and call it a day. Instead, reshare old content frequently, ensuring new followers discover it and those who may have missed it have a chance to see it again. This approach helps conserve marketing dollars and boost the power each piece of content holds.
5. Make it Easy to Share
If you want your readers to share your content, don’t ask them to jump through a million hoops. Instead, provide sharing buttons on your website that make it easy to broadcast your content with the click of the mouse. Plenty of WordPress plugins provide this functionality, helping you ensure your content reaches the largest audience possible.