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is this where it is?

User intent is an incredibly important concept to understand.

SEO expert Neil Patel performed a test with user intent. His traffic dropped by 31% yet his sales increased by 73%. It demonstrates just how powerful a strong understanding of user intent can be.

There are multiple types of intent, including people who want to purchase something, others who are looking for a specific resource, and those who want to be informed.

Understanding user intent is key, and we are going to show you what you need to know.

The Difference in Intent: Social vs. AdWords

The way you tailor your marketing will change based on whether you’re using Google AdWords or social media.

With Google AdWords, you’re using SEO keywords and keyphrases. You’re matching search phrases directly. Arguably, this is easier because you have more control over who you target.

Social media advertising, on the other hand, is based on the target audience in question. You can only target by demographics and interests, rather than SEO keywords.

So what does that mean for user intent?

With Google AdWords, it’s just a matter of figuring out the SEO keywords and phrases. There are plenty of external tools to help you with that.

For social media, you have to be smarter to understand user intent. Smart digital marketers need to craft their group of interests to direct their ads towards what people actually want. This is why Facebook’s AND/OR feature is useful because you can avoid targeting people who aren’t interested in what you have to sell.

Difference Between Photographer & Photography

What’s the difference between the two for digital marketing purposes?

Someone looking for a photographer may want to purchase a service. They may also want to be inspired.

Another user searching for ‘photography’ may be looking to be inspired, or they could be looking for stock images for a website.

As you can see, the user intent is entirely different, despite these two terms being extremely close to each other.

These are the differences you need to be able to notice. Don’t assume that your audience will find you either way. You need to be extremely specific when incorporating intent into your digital marketing plans.

High-Value Keywords – Buy, For Sale, Training

What is a high-value keyword?

It’s the type of keyword that could be expensive to target or extremely competitive. It could also be the keyword that’s most relevant to your target market. These are typically not keywords but key phrases because they define user intent, which makes the traffic more targeted.

Identify the most valuable keywords and balance it out against how much you want to spend. That’s the key to effective digital marketing.

Conclusion – Why You Should Focus on Intent

Stop focusing on the quantity of traffic alone and start to focus on the quality of that traffic. Give people what they want and you will fly up the Google search rankings with less traffic than you had before.

Have you tried to incorporate user intent into your digital marketing strategy yet?

SEO is often seen as a magical art that you need a high degree of technical knowledge to succeed in. But although there are aspects of SEO that require a large amount of skill and expertise to understand and act upon, that’s not the case for the basics.

There are measures you can take to make sure that your site is SEO ready. Remember that it’s not always necessary to hire a professional to increase your traffic.

Titles & Descriptions

The title of your page and the description that appears under it should be a priority for you. This type of DIY SEO should have a marked effect on your SEO ranking.

With 51% of search traffic being organic, you need to get this right because it will influence the bulk of the traffic flowing into your website.

Research your keywords and make sure you have them inserted into both the title and your description. But don’t spam them otherwise Google will penalize your website.

Keywords Placement & Images

Two things Google searches for are keywords and images.

Despite what you may have heard, keywords and keyphrases are as relevant today as they have always been. The difference is you need to take care as to how you fit them in. Don’t stuff them and don’t spam them.

Images are also useful because this gears your content towards mobile users. Infographics have become particularly popular for a reason.

Update Social Profiles

Keep your social media profiles updated to keep Google interested. This is also important to keep people finding your social media profiles. If it’s not updated it just makes you look inactive.

And Google is measuring your traffic levels and how people are reacting when they visit your social media profiles and websites. Are they clicking through? How much time are they spending on the page? Did they get what they wanted?

Maintaining an updated social media footprint should be a top priority.

Local Citations

Local citations for SEO basically goes back to Google’s renewed focus on localized digital marketing. You can get these local citations by gearing your company towards a local audience. That applies even if you happen to be an online business. Google doesn’t know that you don’t have a brick and mortar store.

Establish a relationship with other local businesses and bloggers. Get those citations and your reputation will steadily grow as you continue to implement your strategy.

Google My Business

What is Google My Business?

This is Google’s latest feature to help businesses get noticed in their local community. To get involved you need to make sure you fill out as much information about your business as possible. That means you need an accurate pin on Google Maps. Again, it doesn’t matter if you have a physical store or not.

Another important point to remember is you must go out of your way to include information about your opening hours. Online businesses often don’t fill this out and it costs them in the rankings. Fill it out anyway, even if it’s not necessarily relevant to you.

And keep this data updated to rank well.

Do you have any other ideas for things you can do at home before you hire an SEO professional?

Where you are has a big impact on digital marketing. This new geomarketing phenomenon is forcing brands to market to the people around them. Not only is it more effective, this is something Google demands.

AT&T once created coupons and discounts based on a specific location. Some of their offers saw a 25% conversion rate. It’s just one of the many examples of why local marketing works and why you need to be doing it.

So how does location affect digital marketing?

Shipping Rates Physical Products (Increase Territory and Increase Shipping)

Anyone shipping physical products needs to be aware of their shipping prices. Shipping a product in the domestic US is a very different thing to shipping a product all the way to South Korea, and your prices need to reflect that.

This is why locality is so important. Your platform needs to be tailored to different areas of the world. It has to react based on the territory someone is ordering a product from. The prices have to be correct or this could lead to some embarrassing problems.

40 Miles for a Destination – People Won’t Travel Further

Why 40 miles?

This is something that has been studied when it comes to local SEO. When someone is searching for a business they want to visit in person, studies have shown that most people won’t travel more than 40 miles.

And that’s something your business has to be aware of within its geomarketing efforts. Your business shouldn’t be appearing in local search results if it’s more than 40 miles away from the person searching for it, otherwise, it’s wasted marketing.

Remember it’s not all about traffic numbers it’s about the quality of that traffic.

Targeting People on Vacation in a Location

Targeting people who are on vacation is great because people are in a good mood and they’re more likely to make a purchase. It also allows you to target people you normally wouldn’t be able to target because they’re not normally within your local marketing range.

Tools like the Facebook Advanced Location Targeting tool allows you to target people based on location. You can also target people based on their status updates, so if someone has been talking about their vacation to New York you can target them based on that.

It requires some trial and error, but it does work.

Google Maps – Google My Business

Google My Business is a relatively new platform from Google aimed at businesses that want to get noticed on a local level. Sign up your business and fill in all the information you can.

Opening hours are especially important for Google My Business because Google will also use the times a business is open when deciding which results to display. This also applies if you happen to be an online business.

You should also place an accurate pin on Google Maps. Even online businesses are expected to have this. It determines exactly who is shown based on the location of the searcher.

Have you taken into account location within your digital marketing strategy?

Social media marketing is harder than ever. There’s so much competition and organic reach died a long time ago. Or did it? There are things you can do.

A solid social media sharing schedule can double your traffic, and it doesn’t require any real effort from you. You could even automate your posts so you can gain traffic by doing almost nothing.

It’s true that getting free traffic through social media is only going to keep getting harder. But this guide is going to show you how to do social media marketing right.

Posting on Reddit

One of the best places to get free social media traffic is Reddit. A Reddit SubReddit will yield you the chance to speak directly to people in a way that other social media platforms simply don’t offer any longer.

Communicate with people in the SubReddits most relevant to your site. Don’t be promotional. Just speak to people and give your insight into specific subjects.

This is about becoming an authority in your industry and getting your name out there. Reddit is one of the best ways to do this.

Hashtags – Instagram & Twitter

Hashtags are just as important as ever because you need to make sure that your content is getting seen by the right people.

Instagram and Twitter are the two platforms where the hashtag can actually increase your reach. Research the best hashtags for your business niche and begin inserting yourself into them. This will get the right people seeing your statuses.

It goes a long way to addressing the decline of organic reach.

Join Groups – Facebook & Twitter

Both of these social media hubs have public and private groups that you can join. Join the ones relevant to your business and, like Reddit, work on becoming the voice of your industry.

Help people out with their problems and point them towards your products and services, when it’s appropriate to do so.

You could even start your own groups to further expand your visibility.

Leaving Relevant Comments

You can also succeed by leaving comments on forums and social media posts everywhere. Posting answers that get you a lot of attention will increase the visibility of your business.

Naturally, people are going to want to find out more about the person who posted a popular comment, which leads them to your social media profile and your website.

Underutilized Platforms – Pinterest, Google+, and Quora

Don’t just focus on the big names. Niche audiences don’t always congregate there. Furthermore, you have less competition for those eyeballs, so it’s well worth investing some time and effort into these underutilized platforms.

Take Quora questions & answers as an example. This is where you can establish yourself as an expert, thus improving the credibility and online reputation of your business.

Pinterest is perfect for posting images. And Google+ is ideal if you want to start a community group.

Now that you know about some of the ways to generate traffic on social media, it’s your turn. Do you have any other tips for increasing your exposure on social media?

The nature of SEO traffic is changing.

Take the fact that by the end of this year 61.2% of total traffic will be from mobile. These are the sorts of changes you need to be keeping in mind when you start a new website.

It’s easy to be intimidated by how difficult it is to break onto the first page of Google when you look up your competition. But don’t get down about your website traffic because this guide is going to show you how you can start driving business to your website.

Improve Your Titles, Descriptions & Make Sure Your Keywords are in Your Content and Heading

Google always prioritizes the parts of your content that appear in Google’s results. So what’s an easy way to get traffic to my website? Improve these areas.

Infuse them with the correct keywords and descriptions. Write primarily for the Google search engine in these areas.

You should always have keywords in your titles and descriptions. The same goes for the rest of your content. Your h1 and h2 headings should always have keywords or phrases.

Blogging

You need a constant stream of new content to keep your website relevant. Furthermore, you need to make sure that your customers are continuing to check back to your website to keep your traffic numbers high.

The answer is in regular blogging. You should have at least 3-4 new posts a month that add real value to a website. In short, try to aim for a good blog post every week.

You don’t need to blog every day to get website traffic like you used to.

Paid Adverts

How can I increase traffic to my website with a budget?

You can invest in paid adverts. Whether it’s Google AdWords or adverts on various social media platforms, they can bring your website traffic that you’re not going to find organically.

This is especially important on social media because organic reach is dead, so it’s often the only way to increase your following from within the platform.

YouTube – Lots of Work But Worth the Return

Starting a YouTube channel is something most websites don’t even consider because they believe that it’s too much work. It’s true that it can take months for you start seeing results from YouTube, but these days video content is the best content around.

With the growth of smartphone traffic, it’s the easiest way to disseminate large amounts of content without your audience clicking away, as they will with a long blog.

So begin making videos today. You can find plenty of animation services for videos of two minutes or less. A few videos a month will be an excellent addition to your brand.

Answer Questions in Forums in Comments

Be the authority in your industry. Make yourself visible by frequenting the most popular forums in your line of work. LinkedIn, for example, is a great place to start for more professional businesses while Reddit and Quora are options for the majority of other business niches.

You’ll be interacting directly with customers and spreading the word about your brand at the same time.

And it only needs to take a few minutes of your time every day.

Do you have any other quick ways to begin increasing your traffic numbers?

Shutterstock_Questions_ImageHow Does my Current Site Perform?

A lot of businesses jump into a new site design without realising that their current site isn’t doing a bad job, it just needs an update. The first question to ask yourself relates to whether users are currently converting on the site. If users are converting you may want to increase this. However, the most important thing to note is how users are currently converting. Make sure you fully understand how and why so this can be transferred into the new design.
Other key things to think about before site design is behavioural flows, bounce rate, average page views and time on site. These are all readily available in Google analytics. You also want to know how users interact with your site. What do they click on? do they read the entire page or just some of it? and do they lose interest? This can all be found through heatmaps and video analysis.
If you’ve done all of this and you find over 70% of people bounce or most visitors exit on a certain page it is time to start thinking about a redesign.

Why Exactly Am I Updating my Site?

Take your time to answer this- why am I updating my site? Is it because you don’t like the look of it? you think it’s not as good as the competitors? Or is the company is going through a rebrand? These alone are not a reason for a site redesign, these are reason for an update.
While reasons for a site redesign might include users aren’t finding the information they want, conversion rate is very low or the site has a slow load time.
Knowing why you are updating your site is vital to success, more often than not a site redesign is unnecessary as there are only a few problematic pages.

What Are We Losing from the Old Site & Why?

Design
This happens over and over without site owners and website designers thinking through the consequences.
When you delete content, it’s gone. So too is the traffic it bought and any conversions it generated.
This is often the case with blogs or deep pages which are serving a particular niche attracting huge amounts of highly valuable reads each month. Designers remove these pages to declutter the site or else make the build cheaper for you.
If your site needs to be decluttered, there are alternative ways of doing this. An analysis of the pages that are performing well will help you gain insight into what can be removed and what can’t be removed.

What Are We Adding to the New Site & Why?

Likewise, some designers may suggest adding pages and if they do it’s generally a good sign. A web designer won’t add more work to their project unless they think it is going to really add value. You want to make sure that anything being added helps get you closer to your goal.
Sometimes though a designer will let you take charge of the design and this is not a good scenario. You’ve hired them for their expert knowledge on what works and doesn’t work and if you are calling the shots then the design often more than likely won’t work.

Will It Help Users Complete A Goal?WEbsite

Consider if it will help increase traffic and key performance indicators. The designer should be able to back up their methodologies and prove their designs will create more leads before the new site goes live.

Can I Prove my New Site Will Increase Leads?

Before you launch your new site, you need to be able to prove that the redesign will convert users.
Design isn’t opinionated, its science based. You can’t expect your designer to back up all the changes as this will kill the budget in most cases but the if they can back up the main changes with research or their own findings in the past then you can trust them on the other changes.
Do some of your own research, there are plenty of design sites indexed on Google that will help you learn more about the design choices and their likely effect.

Who Have I Consulted?

It’s important to note who you should consult before you start your design. Get them all involved at the start.
CRO Specialist – Will review your site and make science leads suggestions as to how you can increase your conversions or your users’ goals.
SEO Specialist – The SEO specialist will review the current site structure and make suggestions as to how you can improve search performance.
Designer – The designer will visualise the suggested changes and tie them together with the current site / or an entirely new site.
Developer – The developer, ideally someone your designer has worked with before should be able to advise on different formatting options and animations to make the recommendations.
As in any design process, the changes should be analysed over and over to improve performance and the SEO & CRO specialist will make suggestions and implement changes to help expand on your goals.

What Exactly Do I Need?

Reading through this article should help you put together a better picture of the need for a strategy to your web redesign. If you are starting out from scratch, then you may not need a team of people but the more people involved the better. Quite often an SEO or CRO specialist will meet you to give you some tips for free if you are starting off.
Before getting started checklist:

  • You need to understand if you need a site redesign or an update
  • You need to know your goals / purpose
  • You need time to find the right people
  • You need time to listen to your team

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