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5 campaigns you wish you thought of

Top 5 Mobile Campaigns

The strategic and creative possibilities offered by mobile devices are the future of advertising and marketing. People spend more and more time on their smartphones and less time watching TV. As a logical consequence, promoting a brand means to rethink the allocation of advertising budgets between old and new channels of communication, even if things seem to be moving at a slow pace: while 37% of the total time dedicated to media was spent watching TV and 24% on mobile, advertising spending on TV remains at 41% compared to 8% on smartphones and tablets (source: KPCB). (more…)

Mobile vs Standard WebsiteThe present trend is that of mobility and the same applies to computers as well and that is the reason why more and more people are opting for internet enabled smartphones as they help them stay connected even while on the move. However, this has posed a certain type of problem for websites and website developers as many of them are not mobile friendly and hence not accessible through the mobile. The inability of websites to connect with the customers through mobiles could mean a loss of customers, which no business can afford. Therefore, website owners and developers have to work towards creation of websites that are available for the mobiles as well.

However, the task of creating or building a mobile version of the website is not very difficult as there are several tools that ease the process of creating mobile versions of websites. Some of these tools are discussed below:

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SEOMoves - Content MarketingWith Google and other search engines increasingly trying to ‘humanize’ their algorithms so that their preference of websites reflects that of their physical users, there has never been a more important time than now for website owners to make sure that the content they use is fully up-to-scratch.

It is no secret to anybody that Google is a bit of a bookworm, with its head of webspam Matt Cutts frequently using his Webmaster Central vlog to point out that, while intelligent use of images, infographics, videos, and audio files helps a website’s ranking, the search engine is still hungriest of all for text.

Content should be viewed as the bricks and mortar of your site. If you view your website in the same way as your house, of course you want it to look pretty and stand out on your street, but there’s no point doing that if it’s made of sponge bricks and uses porridge as mortar. Nobody would want to visit such a house more than once, and it would fail in its purpose. Aesthetic features on your site should be there to accentuate its solid foundation of content – not in place of it.

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On the Ecommerce Outtakes blog, we talk a lot about what not to do online. In fact, our main focus is to point out where websites go wrong—with the intent, of course, to help improve the e-commerce experience across the web. One trend we’ve been noticing a lot lately is a lack of good filtering and sorting options. It’s a widespread e-commerce epidemic, and it’s high time we cured it.

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January 2013 – Last spring Google posted about Responsive Web Design on their official webmaster central blog and though the flavor of their article was fairly mild, they made it very clear that their “commitment to accessibility” includes a very important message to web designers – “Mark up one set of content, making it viewable on any device.”

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SEO Moves - Mobile Analytics Apps - mAnalytics ProMobile technology is changing business faster than the Internet did at the time of its birth.  The web opened opportunities for all businesses and even created a few new ones, but with the speed in which consumers are adopting mobile technology the impact on almost every industry is going to be profound. So with apps for just about everything where are the SEO tools?  Sure customers are searching from their phones, their tablets and theirTricorders or whatever but as a search engine optimization professional what mobile tools are available to us?  It would seem there are plenty.

Here are three qualitySEO tools available now for Android users that will help any webmaster keep up with his or her online business on the road or in the yard. Not all of us are road warriors after all but it’s still important to keep our finger on the pulse of our business while hanging out next to the pool.

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SEO Moves - Waves - Photo Credit: flickr.com/photos/onigiri_chang/Aaron Wall of SEOBook recently predicted that, in 2013, SEOs who “remain overly-public will continue to invent language to serve their own commercial purposes while chastising those who do not fall in line.” I appear to be living up to (the first part) of that promise because I’m calling it: the breakthrough ranking factor of 2013 will be “waves,” a term I just made up.

This will be a somewhat speculative post, so I feel compelled to say that these opinions are my own, and don’t necessarily reflect the opinions of Northcutt as a whole.
Where did this crazy idea come from? It started with the realization that, back in 2009, Google’s Chief Economist told McKinsey Quarterly “I keep saying the sexy job in the next ten years will be statisticians. People think I’m joking, but who would’ve guessed that computer engineers would’ve been the sexy job of the 1990s?”


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Part II in this series covered the importance of the roles of testing and modification in the development of successful conversion optimization. Now we will attempt to make sense of what we convert.

Step 7: Measure

SEO Moves - Max Return on InvestmentI remember a very energetic web guy back in the dot.com glory days who pitched us on his money-making system with the declaration, “He who has the most data wins!”

I must admit, I thought that was pretty cool and used it myself a time or two to impress people. But experience has shown me that quality data is really the key, because today we can measure things to the point of becoming overwhelmed.

Metrics are everywhere. Just watch a sports show on TV and you’ll see how every aspect of player performance has some sort of statistic. And if you have ever witnessed a presentation of data in a meeting you have probably also witnessed eyes glazing over and slow little pools of dribble accumulating out of the mouths of those present. Try and avoid that.

Quality data starts with the basics first:

  • Who – as much as we can easily collect by name and contact info
  • What – was it a red squeegee or an SEO scorecard request?
  • When – because at some point, we’ll need to know if the weekends are an active time period for us or not.
  • Where – Why in the heck are we getting so many sales out of Kentucky?
  • How Much – our average sales are below $2.00 – the merchant fees alone are killing us!
  • How Many – we took in 10 case forms yesterday, more than we did during all of last week. Why?

Once you have these core metrics you can compare them based on historical data over time and then you’ve got half the battle won already. But there is more to know. And the more you immerse yourself in simple data, the easier it becomes to start to peel out more granular information that turns into actionable data, such as:

  • The day of the week to send emails based upon highest open rates
  • Testing a new form with modified fields, resulting in a 40% increase in forms received, when previously two out of every three forms were abandoned
  • Determining sticky (or confusing) landing pages to increase average minutes per visit

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In Part I of this series, we examined what to measure, The Funnel, and landing pages. In Part II we will put this preparation into action.

Step 4: Test

SEO Moves - AB TestingAfter all the effort people put into setting up programs and campaigns, nothing amazes us more than how seldom site owners or managers check to actually see if their whole process works. Emailed form results that disappear into cyber oblivion, missing images, or simple broken links are among the most common things we witness.

But these mistakes can be far worse.

I recall a client coming to us several years ago with a very nice healthcare supplement website he just had built. It was well designed and e-commerce equipped and he had product ready for fulfillment. He asked us to see if we could strengthen some of the marketing copy on his order pages as his orders just seemed to be “way down.”

We dove in to take a look. The site was organized and some of his product names were very clever. After spooling through several categories and pages, we decided to see how easy his purchase process was. And we liked his site so well, we thought, What the heck, even if we end up buying something just to test it out, it’s worth it. Some of us could certainly use that Ear Nibbler Female Pheromone! We zeroed in the product, chose our quantity, resisted the add-ons and upsell items, broke out the credit card, armed ourselves for purchase, and hit BUY NOW.

Only to stare in disbelief as an error page came up. FAIL.

Can you imagine? All the time and money that went into gathering that sale ended in error. And he didn’t just have one page like that, he had many. Needless to say, all the slick copy in the world wasn’t going to improve his sales. But the larger point is, while we’re not saying you have to be perfect, if you don’t test to see if your setup works, all you’re setting yourself up for is failure.

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Step 1: Determine the scope of what should be measured

Think of it like this: You’re trying to track a long-distance runner during a race, but you stop clocking him before he finishes.

SEOMoves - Conversion OptimizationSo…what was his final time and finish position? Before you high five all of your colleagues and look back with pride on the fact that you had a runner, realize that with true conversion optimization, you should not only know what the finish order was, you should even be capable of measuring whether your runner slowed down for water along the way.

While this may seem obvious, in nearly every conversion optimization instance we’ve examined, site owners or managers had either no idea what to measure or were trying to assess only half of what was truly measurable.

Before you begin, make sure you are prepared. When it comes to leads, there can be many, many steps along the sales cycle before you have cash in your hand.

  • Make a list of everything you would like to know – even if you’re not sure if it can be measured. Desired data you may wish to gather might include leads that offer name, address, and emails and information after the sale, such as the number of items purchased, how much was spent, and how long it took for the customer to buy.
  • Be certain all notification points are set up both for you and the user – if a lead or sale comes in, who gets alerted? How are they identified? Do you have a code or a naming convention?
  • Group, categorize, and organize data – if you don’t you can’t measure it. And you don’t have to have a fancy database to store it all in, but if you want to know if you get more prospects for blue widgets, yet you find you’re selling more yellow widgets instead, you’ve got to have some of sort of system in place.
  • Determine what you consider to be an actual conversion – Is it a download? Is it a request for service or a free estimate? Is it a newsletter signup? Is it a contact page visit?

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