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SEO and Social Media Performance Measurement

By | SEO, Social Media | No Comments


by Tracy Mu Sung

Here at MooMu Media we have put together an easy spreadsheet which you can download from our resources section to help you visualise your SEO and social media efforts compared to your competitors.

The simple comparison looks at:

– incoming links
– number of pages and
– social media participation

It is in no way exhaustive, but it can be useful to alert you to areas where your competitors are gaining strength or falling behind. Remember – information is power!

Here we have had a look at news sites in Australia. You simply fill in our spreadsheet in the following way using Opensiteexplorer.org and Google.

Comparing your competitor performance online

It should be noted that Opensiteexplorer is not always accurate. With incoming links, there isn’t really a way to double check, so you will just have to take it with a grain of salt. With social media metrics, it is easy for you to find your competitors on social media and get their actual stats.

 

If you need a quick primer with Opensiteexplorer watch our introductory tutorial below

 


 

 

Once you fill out the easy spreadsheet, on the next tab you will have some simple graphs to give you a visual idea of what is going on

Compare Linking domains

The first thing I discover is that the comparison I have chosen isn’t actually all apples with apples. You can see from ‘number of pages in site’ for abc.net.au that they far outstrip the others with amount of content. This is because abc.net.au is not purely a news site, but is also the website for the whole Australian Broadcasting Corporation – including all their tv shows.

Another interesting thing for ABC.net.au is that they are currently having a huge win in Google Plus over other online news sites – with over 40k Google Plus 1’s!

Abc.net.au performance on Google Plus
Investigation into their profile shows that it is updated once or twice daily, and gets a bit of interaction from users regarding their content. They aren’t linking to it very visibly from their site, but they do have a lot of their iView content featured on YouTube. How are they getting all these Plus 1’s? One clue is that they seem to be often a ‘featured site’ within the Google Plus interface.

So, that’s one interesting thing we discovered about this group of sites – what’s going on with the competitors in your niche?

Differences Between Online and Offline Customers

By | online marketing | No Comments

by Tracy Mu Sung

When undertaking an online marketing campaign for your business it’s important to understand that your online and offline customers are not necessarily the same group of people. They will likely want different things, have different questions and prioritise things very differently from your traditional customers.
 
Below are just some of the ways your online and offline customers may differ (although it will depend a lot on the industry).
 

Geographic Location

This is the most obvious one. Depending on where you can ship to, your customers may no longer be restricted by geographic location. If you are targeting new areas, you need to consider whether customers in those new areas need different information? Different payment methods or languages are the obvious ones, but it could also be something as simple as – people in some towns preferring certain styles or products to others. People living in different areas may have different concerns. One obvious example is that your northern hemisphere customers won’t be looking for swimwear at the same time as your southern hemisphere ones.
 

Time-Poverty

Online customers are time-poor. Recreating your store experience online – with flash or video to create ambience – might not work for people who don’t have a lot of time on their hands. For example, the Alannah Hill site used to have a very whimsical flash site which suited their brand, but didn’t suit online shopping. They have since updated their site to focus more on what online shoppers are looking for.
 

Not good for online shoppers

Before

 
Better for online shoppers

After

 

Price Savvy

Online customers are price-savvy. Comparing prices is a lot easier to do online versus in store, so make sure your prices are easy to find. If your prices aren’t your strongest point, make sure your product specs/details outline clearly why this higher price is still a good purchase. e.g. Free Shipping? Longer warranty? Extra care or free gifts?
 

Online Customers Can Be Mobile

Although different to offline customers, your online customers are not a homogeneous group themselves. Some of them aren’t on their desktop or laptop, many of them are out and about when they find your site on their smartphone. Is your website able to handle that? How does your website look on a smartphone right now?
 

The Essentials for Online Retail

While the ‘essentials’ for a website will differ by industry, there are always going to be a few key pieces of information that a customer wants to know. For example, in online retail they are;
 
– Secure payment gateways
– Easy access to help/contact or at least lots of FAQ’s
– Delivery & Returns policies clearly stated
– Clear prices, images and specs for all products.
 

The Essentials for Restaurant Websites

While I’m not going to go through a big list of industries, I do want to call out restaurant websites here because, until recently, I found them to be some of the worst offenders when it comes to building a website for users.
The menu’s are often only viewable as a downloadable PDF, the sites are often slow and in flash and they often haven’t been updated in a long time. The Oatmeal has written a great basic list of essentials for this industry (even if it is a joke, I consider it good advice).
 

15 Ways to Stop Wasting Money on Google Adwords

By | PPC | No Comments

by Tracy Mu Sung

Runaway Adwords Budget

Run Away Budget: This is a hilarious image I always think of when I think of the term “run away train”. Genius image by The Oatmeal

One of the most persistent complaints I hear about Google Adwords is that it is a waste of money. I hear it mostly from small and medium sized businesses who have started up an Adwords campaign on their own, only to see their funds quickly run down the drain without knowing exactly what business impact it has has had. I have also heard it from businesses who have entrusted someone to manage their Adwords, and then the only thing they see or hear about it after that is their monthly invoice.

These kind of experiences more often than not turn people off Adwords completely. But it doesn’t have to be like this! I’m telling you, there are lots of ways you can save your money on Adwords and make sure it only goes towards targeting good customers/prospects. It’s all about putting limits on your account and making it measurable.

On the Settings Tab

1. To stop a run-away-train budget on your first day – limit your budget to a smaller amount than you might normally want, just so you can see what the market is like for the terms you are targeting.

2. Limit geographically – If you can’t service people in other states, target only your state. Make sure the geographic reach of your ads suits your business. You can even trial your ads in a small location and then slowly expand once you find what works and what is affordable.

3. If you are doing a campaign to the Google results page, make sure you have not opted in to the Google Content network

4. Think carefully about whether you want to spend money on mobile. Are these customers valuable? Is your site mobile-ready? If not, make your campaigns desktop only (or maybe tablet as well). This way you won’t waste money on clicks from people on mobile devices who can’t convert.

5. If you are very worried about your budget, you can choose to have your keywords not include plurals or misspellings
Google Adwords Misspellings

6. If there are times or days when you know that your advertising is less effective (e.g. are your prospects more primed during the week or weekend)- you can schedule your ads to not show at certain times

On the Keywords Tab

7. Keyword Matching – Don’t put everything on broad match. I see many accounts set up with only broad match keywords – mostly because there isn’t enough knowledge of the other types. I would recommend starting with tightly matched keywords (exact or phrase). If traffic isn’t enough, add broad match modified. I would only go with broad after a lot of experienceGoogle Adwords Keyword Match Types

8. Keywords – Start out by matching your keywords closely to your products or services. E.g. if you sell netball skirts – don’t target broad terms like sporting clothing or netball. Be very specific. Then, when you have successes, you can slowly expand.

9. Negative keywords – did you know about negative keywords? Read more about negative keywords and then get some for your own campaign. (e.g. free, second hand, advice, etc).

10. Check your Search Terms. This is a report different from your keywords, because it is what people actually typed in to Google. From this list you can add keywords, or make new negative keywords. It lets you see exactly where your spend is going.
Searched Term Report in Adwords

On the Ads Tab

11. Ad copy – if you can, try and make your ad copy very specific for the people you want to click. E.g. if you are selling products for builders which aren’t suitable for the public, you might write terms like “Trade Only” or “Commercial Only” in your ad copy. (Note this doesn’t dissuade everyone, but it can help reduce wastage).

12.Make sure your landing page is as accurate as possible. Don’t send all traffic to the home page, or even a category page. If you have adgroups that are product-specific, make them go to the product page. You can even have URLs at the keyword level. By sending traffic to the most relevant page for their search, you increase the chance of a conversion.

Tracking

13. Make sure you have Google Analytics on your site (MUST have for any website really).

14. Link your Adwords Account with Analytics. (It’s kind of easy) Then you can see how long your Adwords traffic is spending on your site, what pages they are interested in, and where you can cut some spend!

15. Set up conversions in your Adwords. Either through putting conversion tags on your site OR importing analytics goals. This is really important so that you know what actions are resulting from your spend.

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