All posts by myonecall

My One Call LLC is a Sales Acceleration Firm based in the Denver Area.

Trust. The Most Overlooked SEO Metric

In recent research on web sites that ranked on the first page of Google an interesting common thread appeared.  I want to premise this with the information that this was a small view in a local area of a few competitive industries, those being Dentists and other related searches.

We looked at results from both organic and local pack results.

The MOZ trust factor was as consistent as a ranking factor as any other. Out performing Page Rank and Domain Rank.  hmmm.

 

Here is the definition of MOZ trust from www.moz.com 

“We determine MozTrust by calculating link “distance” between a given page and a seeded trust source on the Internet. Think of this like six degrees of separation: The closer you are linked to a trusted website, the more trust you have, yourself.

We score MozTrust on a logarithmic scale between 0 and 10. Thus, it’s much easier to improve from a MozTrust of 3 to 4 than it is to improve from 8 to 9.

How can MozTrust be improved?

MozTrust can be improved by getting links from other sites with high MozTrust such as government institutions and universities.

For those of us who work in the SEO field, we know getting links (earning links) from government sites and universities can be very challenging.  So the question becomes, where can a business earn links that are high trust sites, or very close to a high trust site.

It should be noted that the MOZ trust ranking will change depending on what page you are listed on in a site.  So you may want to take the time to see how you can have your site mentioned on a page as close as possible to the home page.

Here are some Local type sites that can add trust ranking (and traffic)  to your site.

  • Chamber of Commerce sites.  I’ve seen several high ranked sites that have primarily chamber links (6-8).
  • Your Better Business  Bureau.  On some, even the individual business pages have strong trust factors.
  • Your local Newspapers and T.V. channels

Those are great sites to start with.  And they make sense for reasons far beyond SEO.

More to follow as we look further into MOZ trust and its value and implementation on a site.

Mike

 

 

 

Sort By Star Rankings on Google Maps. Another Reason To Encourage Legitimate Google Reviews.

Need another reason to encourage your customers to leave a review on Google for your company?

Searchers can now sort the Google Map results by the number of stars your average reviewers give.  See below for a screen view. I sorted Dentists (just using the term Dentist) by 4 star reviews only.

Dentists 80026   Google Maps

See the 4.0 sort on the top left?  Go get those reviews folks, but be aware there is a right way to do it.  More on that when I have the time.

 

Mike Bayes

 

Google to start indexing chat conversations?

Several unofficial sources within the Google community are saying Google will begin indexing chats that are conducted on their hang outs service as well as Yahoo chat starting April 1, 2015.

The full text will not be available in the search results, only the first three  interactions. What may become searchable is who was in the chat and the length of chat in comments.

To search for your chats, or another persons , the sources say you would just use this type search.  “chat + the email of the person”

A list of that persons  chats who’s email you input will be displayed from the last 12 months. Each will be clickable to see the first three interactions of that chat, and the other people in the chat.

Google feels its important to display this information to avoid legal complications in the freedom of information act, and feels it will provide a more transparent and authentic user experience.

More to follow.   We will be posting the opt out information as soon as it is made available…  or contact Google at www.google.com/opt-out-OMG

 

 

How To Jump Start Your Sales In Five Steps Using the Internet

Most businesses need a sales boost now and then, the challenge is making that happen quickly.

If you are waiting for Referrals to call you, well that happens when that happens.

So how can a business find sales fast using the Internet?  You are going to need to advertise.  It’s the only quick way to find new prospects online, which isn’t a terrible thing, as long as you have a well thought out plan, and campaign.

Let’s use the number one method in the world for online advertising, Google Ad Words program.  That’s when you place an ad on the Google search results for the keywords that prospects use to find your business.  You can place your ad on just the Google search and partners sites, or on Google and all the Ad Sense partners they have (you know, when you see an ad for a business on a site you are viewing, not a Search engine?  Those ads are placed (in many cases) through the Google Ad Sense program.

Here is what a normal Google Ad Words ad looks like on a search result page for someone search for a Dentist in Denver.

dentists in denver   Google Search

Your ad is placed on the search result page according to three basic criteria. The amount you are willing to pay for someone to click on your ad compared to the other advertisers, the relevancy of the ad to the keyword search, and the relevancy of your ad to the page the search leads to on your site (called a landing page, this doesn’t need to be a home page).

Google is a very powerful lead generation source for many businesses.

So here are the steps to get started and have an ad showing in one day.

  1. Develop your budget.  For bigger ticket sales assume a 20% cost of sale based on your Gross Margin for the advertising if you have no other metric to use. So if you sell a $40,000 item, your gross is $6,000.  You should assume you will pay $1200.  for one sale. Yes, that may sound expensive, and its only a rule of thumb.  You may do significantly better, or if you can lose money on advertising if you are not careful.
  2. Develop a landing page where your prospects will “land” when they click on your ad.  There is a ton of information online about how to build a great landing page.  Sometimes you already have this page on your site and you won’t have to change a thing.  Or you can start with a home page as you build a better landing page. In a great ad words program you might end up with 10 or more landing pages designed for specific type searches, but for right now, lets get this program running!
  3. Build your Ad Words program.  You can do this on your own using Ad Words Express, where Google does all the work for you, or build it yourself.  Building it yourself, or using a company to do so is a better choice. You’ll have far better control and insight on how the program is performing. There are lots of little tactics you need to be aware of, but the big buckets are, Type of keyword match you use, the locations of where you want your ads run, the time of day and days you will be running your ads, daily budget, ad groups, campaigns, producing multiple ads for testing,and bid amounts you pay for each keyword. (  a good reason to use us to at least set up and monitor the program)
  4.  Have a plan on how you will respond to each inquire.  They may contact you through your contact form, or call. Be prepared to answer the call, or call then as soon as possible from a contact form inquire.  You may want to write a script for yourself or the person answering the calls with the qualifying questions you want to ask.  Have a calendar ready to schedule an appointment.
  5. Track all your results. With any advertising, you need to understand what is working, and what doesn’t.  You need to plan to spend some money on the learning process as you understand what keywords pay off, and which ones are a money pit. Good idea to   have Google analytics on your site.  And make sure you monitor your Ad Words program daily for the first 30 days.

Okay, it may sound overwhelming,  but many small businesses do this on there own.  If you are in a hurry, or just feel more comfortable letting an experience company manage this for you, please call us for a free assessment of how this would work for your business.

720-254-1234

[Contact_Form_Builder id=”2″]

 

 

Purchase Guide to Advertising

The Small Business Purchasing Guide to Advertising

20 years and over 200 million dollars in sales generated for small and medium size businesses have taught us a few lessons about growing sales and how to advertise. As a business growth consulting company, it’s important we communicate the best practices for researching and buying advertising to our clients and any interested small businesses.

Did you know that experts suggest that 70% of advertising dollars are wasted! My experience seems to confirm this.  Here are the key lessons and tips that should save you a ton of money, and bring you better prospects.

When deciding on where to advertise for new customers –

Three Good References Do not advertise or utilize any source until you have spoken with and received three good references from current or recent advertisers with services similar to yours.  If a company can not provide you with references (again from services or products like yours) DO NOT USE. Sounds so simple. Very few companies do it.
Long Term Customers Does the advertising you’re considering have long term customers who utilize it over and over? Companies don’t stop using good advertising methods. Ask them for the last year’s worth of their product (if a magazine, direct mail piece, or other print) and see what the turn over of advertisers is. If it’s a non print opportunity, ask for references that have used the method for at least a year.We research new advertising opportunities for clients every year. 90% get a thumbs-down just based on the above.
New Advertising Opportunities DO NOT USE new advertising companies.They have no history and some of the largest money wasters are new companies with great stories. If it works they will be around when it’s proven and safe for you to spend money with them.
Don’t Get Sold! The word sales means to persuade. Don’t let a good sales person make your decision. The sales person is there to provide information to you so you can persuade yourself. Think of sales reps as information givers, and you be the judge based on facts.
Image Only advertise with companies that attract your type customer. Coupons attract price buyers. If you’re not a price seller why would you waste your money advertising to the wrong type prospect?
Design Image Have a professional design your advertising if you’re not a marketing guru.A well thought out and designed advertising piece (Web Site, Social Media, Direct mail, Yellow Page, magazine, TV buy, Radio and  other) will generate three or four times the response as the generic owner or non marketing pro produced advertising. For a few hundred dollars you will see a huge impact on the response. And it’s a one time investment. 

Don’t have the company providing the advertising do the advertisement or your ad will look and sound just like all the others.

 

As an example, I see companies use Pay-per-Click advertising on the Internet attached to a cheap and poorly put together web site all the time. They’re getting 25% of the response my clients get for the same money because they only spent a few dollars on a web site. For an extra $1000, they could sell four times as much!

Don’t Advertise Until You’re Ready to Provide
Great Service
I had a friend that spent a lot of money on hosting a live remote radio program at one of his restaurants. The turn out was excellent. So good in fact that people had to wait a long time and the staff was completely swamped. The service was poor, and they ran out of many items.All they accomplished was spending money and sending hundreds of potential customers away never to return.
Free Advertising and Marketing Any advertising and marketing that works is in essence free. It’s throwing away money if it doesn’t. Do your homework.
The “It Takes Repetition for Advertising to Work” Line Yes, you need to continually reach your target in new and different ways. No, sending the same direct mail piece and getting a bad response time after time does not qualify as a good plan. If it’s not working after the first one or two times -stop it, and figure out what’s wrong.
Change Your Message Sending the same post card, letter, direct mail piece, or saying the same thing over and over in advertising is another waste. Plan on changing your offer, or message every chance you get.Learn from the big guys. McDonalds is always offering new incentives, or products. You know what? They do it not to sell you a new sandwich; they do it to keep you listening.
To Everything There is a Season – Time Your Advertising Buyers purchase your service or product at predictable and logical times.For some companies this is a “season” A landscaper in Denver is going to sell 70% of their customers during four months of the year. Spending advertising dollars in December for a landscaper is wasted dollars. Know your customers buying cycle and advertise in these periods. 

Did you know for instance that a direct mail piece or flier that arrives at a home on Monday will get two or more times the response than one delivered on Friday for a home improvement company? You may save .05 with a company that delivers whenever they want, but you’re losing response and a lot of dollars. Are you advertising to save money or sell more customers?

Happy Customers Referrals from happy customers are hands down, no question asked, flat out, absolutely, bar none, I am not joking – your best advertising. Yet, referrals are a lot like the old saying about weather. Every one knows about it but no one does any thing about it.Have a referral program in place for every customer. Make it the foundation of your advertising program. I have purchased several referral program guides and developed and implemented referral programs for many clients and every one of the companies that I was a partner or owner of. Nothing beats referrals. If you do nothing else, start a good referral program. Track it, promote it constantly, and focus on it. 

The first sign for me of a company that needs our services is they have no defined referral program. Our company does 90% of our business through referrals.

Be a Sharp Shooter Target and reach.It can save you a lot of money. If you don’t know who your ideal prospects are down to their shoe sizes, you’re spending way too much money reaching them. 

In today’s database world, you might be surprised how targeted you can become with your advertising. Once you have your market truly identified, your cost to reach them will go way down and your response will go way up.

 

 

 

 

Spend Every Dollar You Have If a specific advertising method is working, spend everything you can on it as long as you can support the new sales. Why companies have some methods that work, and then continue to use others that don’t will always amaze me. Spend your time and money on the stuff that works. Find more of it; spend more on it, until you maximize its return.
Margin and Volume – Define Where You Advertise The margins you have in your service or product will define your method and budget for advertising.A large volume of potential customers brings down your cost of reach. 

A large margin allows you to spend more to reach your target.

 

If you have a large volume of potential customers with a large margin of profit (or gross margin) – you can advertise a lot. If you have a small volume of potential customers (a service or product for a specific small category of customer) and a small margin – you’re going to be limited to the methods you employ.

 

A business broker knows that they may only see 10 or 20 good new prospects a year, which is a tiny market, but their margins are good. In this case they will have dollars to advertise wisely. McDonalds has a huge volume and an average margin. They can advertise a lot as the cost of “reach” is very small.

My One Call, LLC 2015

 

 

Those are the top tips. If you utilize them consistently, I am confident that you will save money (which goes right into your profit) and produce more revenue for the dollars you spend, which produces more profit!

 

Feel free to pass this on to any other business owners or managers that you think would find it of value.

[contact-form][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Website’ type=’url’/][contact-field label=’Comment’ type=’textarea’ required=’1’/][/contact-form]

 

 

Duplicate Content Won’t Hurt Your Site Rankings

For years there has been an ongoing discussion about the effect of having duplicate content on your web site. The more extreme view has been it was a clear ranking killer, and that you would be “penalized” by the search engines if it was found on your site.

Yesterday The SEM Post cited Gary Illyes , a Google employee, as saying at a major conference that he stressed that duplicate content is not a penalty and that it is just a myth – it is actually a filter. Read the article here http://www.thesempost.com/duplicate-content-penalty/

Bottom line is you can use duplicate content where it makes sense without being concerned that it will hurt your rankings. You should also be aware it won’t help your rankings either.

I see a pretty big surge in posting good content from other sources coming up. Many businesses are always striving to add content, but don’t have the time or resources.

This is Important! >>>>>
This is Important! >>>>>

I see nothing wrong with the practice as long as the original author and site gets the credit, and it has real value to your visitors, who may not have been exposed to it in the past.

So how can you use this to add content?  Well, many business have old blogs on other sites, or testimonials on other sites. You can copy and “re-purpose” those old blogs that you posted on e zines or a bunch of other sites we all may have used in the past. You should update them of course to reflect what every changes have happened in the world.

You can also post a recent blog or article that caught your eye, that your audience may not have seen, adding your own take, and comments as well.

 

You Can Sell Online Without SEO and Social Media

There seems to be a general consensus that a business must use search engine optimization to generate  inbound leads and new revenue from the Internet. Some suggest that a business must be very active on Social Media as well.

Much of this discussion is based on the buzz and constant promotion you find online from those companies that sell SEO or Social Media services.

This is Important! >>>>>
This is Important! >>>>>

The truth is, a business may be better served using an old fashion approach to generating leads and new customers online: Advertising.

Prior to the Internet a business would have three primary ways to generate new customers.

  • Advertising
  • Promotion
  • Word of Mouth

So you would list your business in the major Yellow Pages, and directories for a price established by the size of ad and placement, and you might pay for advertising on T.V, Radio or Print.  In any case, you paid for the exposure.  Honestly, it was a far simpler way than it is today.

You can still use the same system, and skip all the complexities and expense of using SEO or spending hours a day on Social Media.

Almost every major portal online has an advertising program.  You can buy advertising on:

  • Google
  • Bing
  • Yahoo
  • Almost any search engine
  • Linkedin.com
  • Yelp
  • Online yellow pages
  • Facebook
  • Twitter
  • Content distribution companies

And then there are probably just as many opportunities to advertise online in your market niche or geographic area.  For the construction Industry and residential contractors,  sites like:

  • Home advisor
  • Angie’s List
  • Dave Logan (Denver area)

If you are selling to home builders Hanley Wood offers many great advertising opportunities.

The list for every business type to advertise on is extensive.  So , you can see how you can in fact reach your target markets without being ranked on the first page of Google.

1 + 1 = 2Think about it….  for every business that has a top 3 spot on the search engine results there are thousands that don’t, yet still can generate new business online.

One of the big advantages to utilizing advertising online is this simple fact. If  and when Google changes the algorithm  you won’t lose all of your traffic. Something that can happen when you rely primarily on search rankings for traffic.

Advertising has to be well thought out of course.  And it does help having someone who knows the “landscape” managing  the program, so it can be tracked and analyzed to maximize the investment.  But even the smallest of businesses can advertise on Facebook for $50 a month, or use co-op lead generation sites like Thumbtack to buy new leads.

With all that said, a great SEO and Social Media program can bring in a better return on investment over time, but you don’t have to wait, you can start advertising as soon as you like, while the other programs build.

Most of our long term clients, even after the search engine optimization has been successful, will continue to advertise to “fill in the gaps”.  The advertising budget certainly is much smaller, but still serves a purpose.

If we can help you with your Web Visibilty please call us at 720-254-1234 for a free 30 minute (ish) discussion.

[contact-form][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Website’ type=’url’/][contact-field label=’Comment’ type=’textarea’ required=’1’/][/contact-form]


 

 

Top Lead Generation Sources For Contractors.

Looking at how our contractor clients found new leads in 2014 and early 2015 can help you understand how to generate more sales in the next year.

We work on marketing plans that include primarily long term lead generation programs, because they by their nature generate a better return on your investment.  We also understand that if you don’t have a good size customer base who is referring new business to you, you need to have short term lead generation programs in place.  These will have a lower return on investment, and need to be closely analyzed before you spend any money.  It’s just as easy to lose money on a poorly executed short term lead generation program as it is to make money.

Types of Short Term Lead Generation Programs Ranked by success.

  • Google pay per click advertising.: It’s risky if you aren’t experienced in producing Pay Per CLick programs.  You will need a good landing page, a decent offer on that page, and understand how to set up the ad words program using the right type of keywords ,  lot’s of “ad groups”, the right Geo-Targeting,  the right bidding strategy  and time of day targeting.
  • Door Fliers: For certain industries these can be produce leads. Time of year, service offering, demographics targeted demographics will all be important to the success of a program. Volume is very important as well.  Think 10,000 doors not 500 when budgeting.
  • Yard Signs
  • Print Advertising. Careful here.
  • T.V. and Radio. Don’t do it unless you sell a high margin, high volume product (windows) and only do it at the right time of year
  • Co-op Marketing. Think Home Advisor, or Team Dave Logan.  Once again, you need to be very careful in how you approach these type advertising opportunities. Easy to loser money if you are not prepared to go “all In” on your full sales cycle. You’ll also have to have different expectations on closing percentage.  This is about the lowest form of lead.

Long term Lead Generation Programs:

oddly enough, last years top source has moved to second. That may be based on new demand in the residential construction area.

Number One Lead Source:

  1. Search Engine optimization,  local SEO and web visibility programs. Organic and other internet listings out performed referrals by a pretty good revenue margin last year. Web visibility also includes many other aspects of Internet marketing, including video, YouTube, Social Networks and more.
  2. Referrals from former customers
  3. Referrals from professional’s and networks
  4. Charity and community involvement. As in most things in business, relationships matter.  Although you may not see a large amount of new revenue, it will help your branding, and you are doing the right thing.

More to follow on the long term programs that we see as the most successful, and truly generate 80%  of the revenue for the companies we work with long term. Stay tuned…

See more about our lead generation for contractors here: http://www.salesjumpstart.net/blog/contractor-marketing/

[contact-form][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Website’ type=’url’/][contact-field label=’Comment’ type=’textarea’ required=’1’/][/contact-form]

 

Web Visibility Should Be The Goal, Not SEO

SEO (Search Engine Optimization) is the process of making sure your website ranks well in the search engine results.  Today, that’s only a piece of driving quality traffic to your site.

Here is a partial list of what areas a good web visibility program will take into consideration when developing a plan to increase your website visitors and the conversion of those visitors to customers. When we provide SEO services we are really providing much more to insure you get results.

  • Untitled designLocal SEO
  • Pay Per Click advertising. (we include this in the majority of our SEO – web visibility programs)
  • Social Media .
  • Should you be on every social network, posting and engaging every day? Probably not, but you should have a profile on all the major social platforms, just from a visibility standpoint
  • Content development and distribution.
  • You Tube channel with educational content.
  • Public Relations.  Yes, both digital and traditional P.R. can be a huge asset to your brand and visibilty.
  • Social Media advertising.
  • Customer reviews.
  • Other web sites. Lets face it, if a prospect searches for your type service and the first result is “yelp”  you should be on yelp.
  • Newsletters and Building an Email list
  • Site promotion on signs, and promotion materials.
  • Online testimonials for other businesses.

Web visibility should be the start of any Internet marketing program. Local search engine optimization is certainly important, but a great program will bring your site quality visitors even with out high individual rankings.  The fact is moving a site up in rankings can take time, so to maximize your investment getting traffic to your site adding and focusing on all of the above will bring in revenue faster.

If you would like a free 30 minute consultation on how visible your business is online, please call us today at

(720) 254-1234

Mike Bayes

 

[contact-form][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Website’ type=’url’/][contact-field label=’Comment’ type=’textarea’ required=’1’/][/contact-form]

 

SEO Is Just A Google Popularity Contest

Search Engine Optimization is a Google Popularity Contest. (Updated 02-20-15)

Last week I was asked by a new client “Is search engine optimization really that hard?”… Well… no.

Either is building a house, or running a restaurant, or installing I.T. networks or fixing your car. But in each of those cases most people call a “professional “.  The last time I put a new battery in my car I scraped my hands, and lost a nut in the motor, as well as a piece of the wrench I had borrowed to do the job. (That’s a true story). Yes, I am not a mechanic.

To understand what S.E.O. is about you need to think of your web site as a high school kid who wants to be popular.  Because that’s really what SEO is… making your site popular in search results.

Make your site attractive

 

Shovi Websites   Full Service Web Design   Email MarketingSEO is really a popularity contest. Your site needs to get Google’s (and Bing’s) attention. So, just like in high school the popular kids (as I recall) are attractive, unique, and stand for something.  That’s what Google wants in your site. It should be built attractively with out a bunch of nonsense and clutter. Well organized and very clear about what the contents are about.  In S.E.O. we call this part – on site optimization.  And without it, nothing else is going to help your site win a popularity contest.

Get other Sites Attracted to your site (Play match maker)

Google needs to see that not only are you all of that, but other sites are attracted to you. The more sites that Google thinks are attracted to you the better. Then of course, Google does have some standards of who they deem popular, so they want to know that the sites that you are attracting (based on what your site is about) are also popular and trusted sites. These sites are need to be relevant to your site.

So the more friends (other sites) you have (linking or mentioning you) the more popular your site will be in search results. And those “friends” need to be popular and trusted, as well.

Host the party! Get invited to the events!

If you get all that going for you, they also want to see that you are social.  I mean, you can not be popular if you are not social right?  So hanging out on Google Plus, Facebook, Twitter, Linked In, and other social networks is good.  And the rules about Google liking your site then apply to how impressed they are by your social activity.  Who comes to your party, and do they like your party.

Be the Quarterback! Attract a crowd!

 

So is your site the high school Quarterback or Cheer leader?  Or is it the chess club member?  Or is it like I was in high school?  I hung out with just about every group, got invited to a few social events, and spent most my time playing guitar in a garage with 3 or 4 other almost invisible kids.  In the world of Google and search you want your site to be the Quarterback, or Class president.  Every one knows what it stands for, it’s attractive has many

Untitled design (6)

Friends, and is invited and does host lot’s of social events.

Now once your site is attracting the right friends, Google wants to see if they stick around at your “party” or just check it out and leave.  If your site visitors like your site, they’ll stay for awhile, and you won’t see them jumping over to other sites like yours because you have given them what they want to see.

See… it’s easy!  Professionals just know more about how to make a site more appealing to the robots and public, and they know how and where to get the attention of all the other sites that you want to like you.

So as you contemplate all of this, remember,  it starts with your site. Good content that addresses the questions and the curiosity of your visitors.  If you are talking to a SEO firm that isn’t focused on all of the above, and your sites content, your talking to the wrong folks in 2015.

If I can help you with your sites popularity please call me for a free consultation.  303 500 3053 ext 1

Mike Bayes