This is our last week. Our last lesson was about link building to raise the SEO rank. This was a difficult for me. The articles were good, but they were not written for someone like me. I spent a lot of time looking up terms, but I made it through them and learned a new marketing technique to help drive traffic to my website. I will read them again to see if I can gleam more knowledge.
After making a plan for link building, we used WooRank to see how our own websites measured up. We also used the information to plan how best to improve our sites.
Last, there was also an activity with Google Analytics with an analytics demo.
It was a great activity. I learned a lot, and it was the first time I have used Google and wasn’t completely frustrated. Google Analytics actually has a lot of great and helpful information. This was a great class. I learned a great deal about internet business, and I know I will use this on my own small business.
This week we learned how to make a plan for social media marketing and the best use of SEO and social media together.
There is a great article to help explain how to use social media to your advantage in SEO.
5 SEO Strategies for Social Media Need to Know Before You Hit Publish (https://contentmarketinginstitute.com/2016/07/seo-strategies-social-media/)
All of the suggestions were very helpful, but the two biggest takeaways were;
- “Use on-page metadata wisely” – The article suggests writing page “HTML title and meta description that work ad an ‘ad’ in the results.” By writing page title like this they give more descriptive information when the page shows up in search engine results. Basically, they look like ads and could save you a bit of money because you won’t have to pay for ads.
- The other takeaway was learning to speak spider, so search engines bots can get a better understanding of your website. Which in turn will help target it to the correct searchers.
The other articles was called 5 Steps to Creating a Successful Social Media Strategy for 2017 (https://www.socialmediatoday.com/marketing/5-steps-creating-successful-social-media-strategy-2017)
The was also a helpful video for making a social media marketing plan and an article.
How To Create a Social Media Marketing Plan For the New Year (https://www.youtube.com/watch?v=kMWR4raSdW0&feature=youtu.be)
How Does Social Media Affect Search Marketing
The first have of the week was dedicated to landing page optimization. There was a great article to help us find the places where our landing pages could be improved.
Article - 6 Essential PPC Landing Page Optimizations https://moz.com/blog/6-essential-ppc-landing-page-optimizations says you have five seconds to convince a customer you are what they are looking for. And it offers six things to do to make a landing page somewhere a customer wants to be.
- Pre-Populated Cursor: This one is good when you have a form a customer should fill out.
- Eye Contact: Instead of having a model look forward have them look at important information on the webpage.
- Testimonials: “build trust with prospective customers than to have existing customers sing your praises.”
- Point of Action Assurances: “if you put trust icons next to your submit buttons more people will click on them.”
- Match Headline with Intent: Make sure the page headline matches the ad headline, so customers know they are in the right place
- Drive a Single Call-to-Action: do not split the customer’s focus with multiple thing to do on the landing page.
Second, we worked on basic search engine optimization. The article for this part was also very helpful.
Article – A Visual Guide to Keyword Targeting and On-Page SEO https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization This article has so many good pieces of advice and charts to explain their research. It was very helpful.
This week we learned about ROI, Return on Investment. This is important to know. It is very essential to know if what you are doing to market your web business is helping your bottom line. The formula for ROI is (Revenue – Cost of goods sold)/Cost of goods sold.
To be able to track how much of the cost of goods you can attribute to what you are spending on Google Ads you can use Google Analytics. Google Analytics is a tracking code you can embed into your website’s code. This tracks if customers are getting to your site by clicking on your Google Ad. It also tracks if that customer then buys something from your site. In other words, if that customer becomes a conversion (a paying customer).
We also took another look at the performance of our ads, now that our ads are live. I have a few keywords I am going to remove from my keywords list. I feel like negative keywords may help me keep from paying for unprofitable clicks. But I am not sure what the best negative words would be for my situation. Does Google have a negative keyword suggestion area? I will have to look.
We learned how to track whether our Google ads are effective by using Google Quality Scores. These scores are generated by google to help a Google ads user know how successful their ads and chosen keywords are on a scale of 1 – 10. Google gives this advice on how to keep your score high:
“· Look through your high-value keywords and use Quality Score to identify the ones that are lagging behind.”
“· Use low Quality Scores to find components (or trends across components) that are doing worse than in other places in your account and set priorities for improvement.”
“· Remember that even if your score is 8, 9 or 10, you may still be able to improve your results. A Quality Score of 10 won’t go up if you improve an already above average click-through rate, but your performance and results can still get better.”
Another tool we are learning how to use is Google Analytics. This tool helps a company track what customers are doing on the company’s website. This is an invaluable tool to help a company understand its customers and improve their experience on the company’s website. Unfortunately, it was also a bit difficult for me to understand exactly where to paste the tracking code into my site. The spot to add code to the site wasn’t as straight forward as the instructions made it sound.
This week we continued working on our Google ads. Marketing is not a skill I have developed, so even though this assignment sounds straight forward it felt like a giant struggle. I did spend a bit of time looking at other artists google ads, so my ad did not look exactly like other ads. This was the first ad I came up with:
Commission A Painting Custom Artwork
Have a portrait painted of a loved one. Have a drawing of your pet. Have a photo of a special moment made into a one of a kind painting or drawing. Contact the artist today.
It made me realize I need to do some work on my website, and I also need to rethink some of my google ad words. This reflection is good. Hopefully it will help me produce a better website and marketing campaign. And in the end the website owner will be able to sell more paintings, drawings, and books.
A few of this week’s helpful articles and links were:
This week we started working on Google ads and picking keywords. It is important to pick words carefully. The words cannot be too general, so you do not waist money pushing ads to customers who are not actually looking for your products. Another way to not send less money on the wrong customers is to use negative words. These are words which rule out some searches. Another suggestion was to use three to ten words in the keyword phrase to help narrow the search parameters. Unfortunately, I have struggled with making phrases and narrowing parameters.
On one of the discussion boards this week one of the students made an interesting suggestion about using keywords. --He said, “a good keyword also can inform potential customers of a product they weren't aware of. For example, I am selling medical ID decals that people can put on windows, cars, or objects. Now, that isn't a very common thing, but medical ID bracelets are. So, I am using medical ID bracelets as a keyword so that when people are looking for bracelets, they will see my ad and learn about decals and stickers that they might not have known about before.”--
This was legal structure, licenses, regulations, and taxes week. In his weekly screencast my professor said this is one of his favorite weeks. It is good when one can find joy even in life’s hardships and difficulties. I personally find it difficult to navigate government rules and regulations. It seems to be more challenge than it should be.
But today the internet is helping make this a bit easier. There were several websites to help anyone who is looking to start a business.
These websites help with legal documents.
Here are some that help with business licenses.
And websites for tax information.
We also finished up working on our personal websites this week. It was a difficult task and I feel once I get some distance from the project, I will see so many things which need to be fix. But, right now I feel like it turned out well. I gained so much knowledge from this assignment. I am really happy to have had a chance to do this project.
This week was the start of web design and credit card payments. There were two good articles to help with beginning web design.
“Essential 2017 Web Design Trends” Yes, the article is a little old, but it is still had many good points. The article told how to make a good impression. Using clean design, easy navigation, authentic photos, and adding videos.
“A Beginners Guide to Building an E-Commerce Website” Again this article, being from January 2016, is a little old, but still helpful. The first few points we have already gone over in class in the past few weeks, but the other points were good for this week. Using a payment gateway, online marketing, and finding a web host.
My favorite website this week was the color pallet generator. I really like the example feature, so you can see how to apply the colors to your own website. http://paletton.com/#uid=12L0u0kllllaFw0g0qFqFg0w0aF
https://coolors.co/31393c-2176ff-33a1fd-fdca40-f79824 This is also a color pallet generator, but it does not have the example feature.
Last we worked on building payment buttons using PayPal. PayPal has a number of different payment buttons you can build, which is good, because I will need a few different buttons for my website.