SEO That Just Makes Sense

by Elle Ray | Jun 7, 2016 | Content Marketing

Choosing the Best Keywords for Your Website

So you have someone doing SEO (or search engine optimization) for your website. He gives you a long list of the best keywords that were trending the day that he checked. Good. He scans your website pages to make sure each one is rich with appropriate keyword saturation. Check. And he gets a few links for you on other websites. Check and mate. Except…

choosing the best keywords

The first problem is, like anything to do with SEO, the process takes time. Even the best keywords aren’t the end-all, be-all of SEO. The second problem, in direct proportion to problem #1, is that during the time it takes for you to rank well, the Google algorithms indubitably change.

Why SEO Matters

The reason you do SEO is to ensure that you get on the first page (or least on the second page) on a Google search using the best keywords. You’re trying to reach consumers who may not know about you yet. They’re searching for you based on your product or service or location, not your name. Experts have coined this an “organic search.”

If someone puts your company name in a Google search box, you ought to get top billing in the results. You have a big problem if you don’t. For example, we once had a client who got the content for his entire website from Wikipedia. He copy-and-pasted articles directly. As a result, you couldn’t find his site through Google with a guide dog. The company was penalized for plagiarism by search engine algorithms.

Algorithms are written by people who like to think they’re smarter than the average geek trying to beat the system. And they often are. Google algorithms play such a huge role in determining whether your future clients can find you that they almost hold your fortunes in their hands. And the best keywords in the land won’t help you if you break too many ethical rules of Internet conduct. The client in the example above now ranks high on the first page because we’ve delivered fresh, unique content.

What’s a Writer to Do?

Ultimately, the algorithm writers at Google are in the business of servicing their own clients. Their aim is to give people a positive experience. When a person types in “best burger in town,” they don’t want to see links to a site selling new cars that call themselves “best burger cars in town.” That doesn’t even make sense. But, if “best burger” is the number one trending keyword, an unscrupulous SEO expert may try to slip it in to beat the system.

The best approach, therefore, is to think like Google. Your customers are their customers. Treat them as such. On your website, give people the answers they’re seeking. They’re looking for you, so make it easy from them to find you.

You could keep an SEO guy on staff or on permanent retainer so he can continually keep up with trends and algorithm changes. Or you could address your potential clients on your website with unique, valuable content. As long as you’re giving people (and the search engines) good reasons to check out your website, you’ll get decent rankings eventually.

Just Follow Basic Rules for the Best Keywords

basic rules for using best keywords The best keywords are those that help your potential customers find you. If you truly are a burger shop, then imagine hungry tourists and locals salivating over the best burger in your town. Use “the best burger in town” as your primary keyword phrase, follow a few key rules and you’re good; you’re using common sense.

Never publish content copied from anywhere else
Publish new content often (weekly if possible)
Use the keyword phrase in its original intended entirety
Sprinkle the content with one percent saturation (5 times in a 500-word webpage, for example)
Place the best keywords you develop in the title or subtitle
Put the keyword in at least one subhead
Make sure the keyword’s in the last paragraph, too
Put the keyword in the URL whenever possible
Place the keyword in the meta-description, the bit of text that shows up in a search results page

Be nice to people who are looking for your product or service, and they’ll reward you with their business. SEO is not some technical behemoth that you can’t penetrate unless you know a secret handshake and the absolute best keywords. It’s just people trying to help people navigate a huge, huge mega-marketplace. When all else fails, revert to the golden rule and “do unto others as you would have them do unto you.”

And if you need help with new, unique content that won’t insult your customers, contact Ray Access. We’ll take your best keywords and seamlessly insert them appropriately throughout your website pages.

Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.

Attraction, Not Promotion

by Elle Ray | May 8, 2016 | Content Marketing

Don’t Scare Visitors in Your Online Marketing

Online marketing shouldn't scare visitors

Most business people know the difference between advertising and marketing. Advertising is a direct pitch to sell your goods or services, while marketing covers the entire process of connecting with your present and future clientele. Advertising is just one component of your marketing efforts.

As a rule, marketing tends to carry more ethical components, giving customers room to make decisions without the pressure of a “buy now” promotion. And while “buy now” calls to action are part and parcel of your overall marketing scheme, good online marketing doesn’t pressure customers; instead, it attracts them with a wink and a nod, a compliment and respectful banter.

Online Marketing Works

Marketing works because it empowers your customers to take more control of their buying decisions based on common sense, education and bonding. Customers end up liking your advertising because you’ve taken the time to consider their needs and build relationships — even if those relationships are simply virtual.

You can and should use your website, blogs, social media and email to attract customers to your business. Once they realize how much they like you, your products and services sell themselves. Online marketing works today and will continue to grow as the most popular medium for building your business.

Tips to Attract Buyers

Marketing isn’t deceitful or cunning at all. In fact, honesty is the best policy when it comes to online marketing efforts. Some of the most productive, least threatening and cheapest ways to use this powerful medium include:

Make it easy for visitors to navigate through your website. Place social media buttons clearly, put your phone number, address and email on every page. Clearly mark each link so that your guests feel welcomed and appreciated.
Create good content. Respect your visitors’ time. Let them know right at the top of your web page who you are and what you do. Invite them in with easy-to-read content that includes well-crafted website copy, relatable graphics and entertaining and informative videos.
Give people what they need. Online guests don’t always know the right questions to ask. Adding an informative, thoughtful FAQ page can help. Make sure that your contact forms work and that you answer questions in a timely manner. Responsiveness builds trust, and trust leads to easy buying decisions.
Inform the media of important changes, highlights and hallmarks to your business through press releases. Loyal customers appreciate knowing that you are transparent and want everyone to have a chance to get to know you.
Rely on SEO, which includes keywords and market targeting, sparingly. Excessive SEO efforts turn off tech-savvy buyers who have seen enough of the tricks now to tell when their searches are being compromised.
Keep up to date with regular blog posts and emails to show your customers that you don’t take them for granted and continue to provide value. Build stronger relationships with continued communication through your blog.
Add value to your relationships with exceptional email newsletters that create a buzz, give your clients a one-up on those who don’t subscribe, and save them money, time and resources.
Use informational graphics to attract attention. Infographics are one of the leading attractors of successful websites. They are exponentially more productive than cartoons or stock pictures. Infographics also give you authority, something that you can’t buy with ads.

Now What Do You Do with Them?

Once you’ve built a customer base that is working (i.e., generating reliable income), you can use those same marketing techniques to give your customers reasons to stick with your company, even as competitors pound their doors for attention. You respected their time and attracted them to you, now:

Review your website and blogs regularly to catch errors that may have made it past the editing team.
Include in-depth, long-form content to your site that goes beyond the sound bites.
Respect their ideas and ask for tips on how to make your service or product even better.
Reward longevity with discounts, deals and insider info.
Expose your customers to the real influencers in your industry by curating expert guest blog posts.
Rely on your relationship and ask for referrals.
Hire an editing team if you don’t have one.

The Best Course

“Do unto others as you would have them do unto you,” is a universal mantra that covers every kind of ethical argument in any religious denomination. It’s also a good business practice, especially in your online marketing efforts. Think about your experience as you visit other websites. What do you like to see while searching, shopping or researching.

Give your visitors the same kind of content and ease of use that you appreciate. They’ll thank you with continued loyalty. That’s a win for your online marketing.

Get Social: Social Media Does More Than Build Awareness

by Mark Bloom | Mar 4, 2016 | Social Media

Social Customer Service Nurtures Interaction

The old face of customer service: “Your call is very important to us.”

Ten years ago, most business owners didn’t realize they needed a website; almost all have one now. Five years ago, most business owners didn’t understand the value of engaging, targeted website content; the very existence of Ray Access proves that many now get it. Two years ago, most business owners avoided the murky waters of social media; today, many still don’t understand the power it holds for businesses.

Many small to medium-sized businesses view social media, when they view it at all, as a wasteland of Likes. One million Likes, they figure, won’t even buy a cup of coffee in the real world. These businesses may acknowledge that social media can raise brand awareness — after all, a million Likes means that a million people have at least heard of you — but social media campaigns rarely pay for themselves, let alone offer a return on the investment.

Social Media Has Changed

That was then; this is now. Social media is evolving into a forum for business — not just business awareness, but business transactions. Social media is a very public platform where one viral mistake can literally cost millions of dollars… and one viral home run can make millions of dollars.

Today, a whopping 75 percent of the American adult population spends time on social media. And that percentage is growing every year. To give you some perspective, only eight percent of American adults accessed social media sites just 10 years ago. One way that businesses can take advantage of this growing exposure on social media is to reach out to engage its customers.

Social Customer Service

The phrase “social customer service” simply refers to customer service — appeasing complaints, answering questions and solving problems — performed on social media platforms. Every successful business understands why good customer service is crucial to the customer experience. According to the Harvard Business Review, people who have a positive customer service experience are about three times more likely to recommend that business.

The new face of customer service: responsive and timely, even from a cell phone.

Social customer service, then, allows a business to publicly solve problems, which can generate some amazing trust and good will toward that business. Of course, the opposite is true too: a bad customer service experience in a social media context can turn into a nightmare scenario. So the trick to going social with your customer service is to maximize the good results and minimize the bad.

The Nature of Social Media

Facebook, Pinterest, LinkedIn, Twitter and all the other social media platforms provide instant gratification to users. Everything is fresh and immediate. That structure has pluses and minuses, and you can use both to your advantage. Here’s how:

Highlighting the good: The ultimate for businesses in social media is a spontaneous testimonial. If you get one of these gems, make sure people see it. Feature it. Keep it fresh by commenting on it, sharing it and re-using it. Make sure your responses are honest and humble.
Burying the bad: If you get a complaint, the best response is to try to turn it into a good experience. Offer to make it right whenever possible, and do it promptly. If you can convert a complainer into an evangelist for your company, that’s a big win. Otherwise, leave the comment alone. It will sink under the weight of other positive posts, by you and your fans, rarely to be seen again.

Interact Honestly

If you want to master social customer service, the first step is to gain a foothold in the social media space. Gain brand awareness. Then use your position to engage your customers and other fans. It’s not a platform for selling, but you can drive more traffic to your website, where the selling happens. Social customer service puts your customers in a good frame of mind to buy from you. All you have to do is play nice.

6 Ways to Grow Your Business in 2015

by Mark Bloom | Jan 14, 2015 | Content Marketing

You Need to Use All Your Inherent Advantages

happy employees help grow your business

If you’re a business owner, you have discovered the challenges of growing your business in a small market. You know how difficult it can be to find new customers amidst all the competition. Regardless where you do business, you can expand your reach and attract more customers in 2015.

The marketplace is changing, and if you adapt your marketing practices, you’ll capture more of the market than your slower competitors. Small businesses in particular have an advantage. They’re on a tighter budget, so they’re more likely to make sure every dollar spent on marketing generates revenue. But bigger businesses still can take advantage of the following advice; they only need the initiative.

2015 Changes and Challenges

The established ways of marketing and advertising are slowly fading. Fewer and fewer people read a daily newspaper. TV channels with the best shows allow people to binge-watch its episodes, sans commercials, thanks to DVRs. No one younger than 30 — an appealing demographic for many businesses — uses the Yellow Pages.

The tried-and-true ways of marketing your business have become unreliable. Smart businesses today are turning to new methods, with surprising success. If you want to stay ahead of the curve, here is some advice you can take to the bank.

How to Grow Your Business

Stop what you’re doing if it stops working. No matter what you’re doing to market your business, if you see a drop-off in your return-on-investment, stop and try something else. If that doesn’t work, try something new. The marketplace moves fast, and you have to act quickly to catch it.
Use social media. While it doesn’t work for every business, social media can help some businesses market themselves and attract a younger demographic. Social media campaigns don’t focus directly on sales, but on building brand awareness.
Update your website. More and more consumers are accessing the Web through mobile devices. If your website isn’t mobile-friendly, you may be losing business. In fact, if you haven’t updated your website in the past three years, chances are it may look dated to new visitors.
Shift the focus of your online efforts. It used to be enough for your website to act as your digital storefront. No longer. Use your website to answer customers’ questions. Share information freely. Build a relationship with your customers, and they’ll buy from you.
Blog to attract a wider audience. A business blog that is well written can help your business attract customers you were never able to reach before. By answering customers’ questions about your industry, by offering advice about your products or services and by tying your business to popular topics, you can bring more traffic to your website.
Build better landing pages. When you run an online ad campaign, you direct the people who click on the ad to a specific landing page. If that page has a bunch of unrelated items on it, you may lose the sale. Target that page for the specific ad by providing proof of concept, a solid sales pitch and testimonials.

Let Ray Access help you grow your business in 2015. We’ll answer all your questions.

The Times They Are A-Changin’

by Mark Bloom | Jul 16, 2014 | Content Marketing

Thank You, Bob Dylan, for Giving Us the Words

Like many writers, we know we can always count on Bob Dylan lyrics to illustrate a point. These words, originally penned in the early 1960s, are truer now than ever before, but we’re not speaking of political turmoil. We’re speaking of technology and search engine optimization. Is it a stretch? We don’t think so, and we’ve allotted ourselves 500 or so words to persuade you, too.

Here’s the Situation

The Internet has changed the way we find information, products and services. Instead of the Yellow Pages, we turn on a connected device. Instead of the dictionary, we visit a dictionary website. Instead of a catalog, we search online.

Yet how that process works — entering a phrase or question into a search engine — also changes all the time. Ostensibly, the search engines want to serve you the sites that most likely will answer your question, but it’s often not an easy question to answer, no matter how many 1s and 0s you use.

As a result, the Internet has gone through several changes, as search engines look for the best algorithm to deliver the answers you want. Then you have the tech savvy developers who fudge the system with keywords, backlinks and paid ads. The past few years have seen this tug of war reach epic proportions.

On top of all that are the changing stylistic preferences of the public’s changing tastes. They want drop-down menus, menus down the side, fewer words, more words, sidebars, no sidebars, lots of photos or one good video. If you tried to keep up, you spent a lot of money.

And the point is this: What can you make of the mess that the Internet has become? If you have a business website, how can you stay on the first page of results when the formula the search engine uses to determine what’s “relevant” keeps changing?

It’s a serious question that deserves a serious answer. Luckily, you don’t have to rely on a search engine for this answer. You have Ray Access.

Assess Your Website

If you haven’t updated your website in the past five years, you may not be taken seriously. It’s no longer enough just to have a website; you need an active site. You need to provide useful information to your audience. To get their business, you have to first attract their attention and then hold it with the answers they are searching for.

Keywords matter, but not as much as having information people want. Readability — subheadings and lists that make the content easy to scan — matters too, but only if you have information people want. Let Ray Access give you a website assessment to determine the strengths and weaknesses of your current site.

Obviously, if the information on your website is out of date, no one will return, even if they happen upon your site. Your website is your Yellow Pages entry, your storefront and your company reputation, all wrapped up in a pretty package. If you’re not attracting visitors to your website, it might be time for a facelift. Or at least a remodeling with new content. If you need help, ask us for some affordable guidance.

4 Steps to a Better Website

by Mark Bloom | Feb 28, 2014 | Content Marketing

Create a Website That Works for Your Business

As we’ve written before in this blog space, you need an active website to attract your target audience. You need to provide useful information that people are going to want to read, talk about and share. But how can you do that?

We wrote our content before designing our website

Before you even begin to fill your site with useful and creative content, take time to make sure customers can find their way around, easily move through your site and stay to learn more about you and your business. Here are four ways to begin this process:

1. Know Your Market

Before you begin to design your website and fill it with that useful content we’re always talking about, you first have to do the hard work of research. You probably already know what you do. You know the value that you offer. Your goal in this research is to find out what your potential customers want.

For example, if your business is selling rugs, you need to know who’s buying your rugs. Are they second-home owners? Are they newlyweds moving into their first apartment? Are they landlords or real estate investors or home decorators? The answers you discover will direct both the design and the tone of your website.

If your business serves a variety of clients, consider different sections that will appeal to those specific niches. Write differently to each group.

2. Design and Redesign

Almost anyone these days can build you a website, but to get the look and feel you need for your business, consider hiring a professional designer. Web designers can tailor the look and feel to appeal to your customer base (see #1). A pleasing design can increase your sales.

Your website is your online storefront. It’s there for you 24/7, open for business. It represents your firm. It should therefore reflect your values and show that you know what your customers want. A successful design makes your content better, like a pleasantly designed room makes your furniture look better. Don’t skimp on design, just as you wouldn’t skimp on the façade of your brick-and-mortar store.

3. Organize Your Site

Before you build the site, make sure it follows an obvious structure or organization. Is it easy to find your way around? Are the menus easy to understand, and are the subpages in the expected places? Put your contact information on every page. Make your organization as obvious as possible.

You don’t want visitors to arrive at your site and not be able to find what they’re looking for. That’s a recipe for a bounce. (A bounce is when a someone comes to your website, glances around, decides it’s not what he’s looking for, and then goes somewhere else.) Don’t let bounces happen to you.

4. Create Effective Landing Pages

A landing page is a page on your website that you send specific visitors to. For example, if you ran an online ad for a special sale on car batteries, you wouldn’t want the link to direct people to your home page. You’d want to bring them to a page that talked about how great your batteries are and now they’re even less expensive! Similarly, if someone on your site wants to find out about your car wash service, don’t send him to a page that lists all your services. Effective landing pages convert visitors into customers.

At Ray Access, we don’t build websites, but we understand them. We understand website content. While we’ll provide top-quality content for your site regardless of your website design, our content will be more effective if your website design is more effective. And a better website means more customers.

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