It has been a while since I’ve seen a big switch in factors that affect search engine ranking. SEMRush has released a report based on the scope of 600,000+ keywords, in order analyze the importance of ranking factors. The results are that the number of direct website visits to your site is the most important factor! So basically sites that already have a lot of traffic from people typing the URL in the address bar will rank higher in results. This is hard to take for someone trying to improve ranking by adjusting the website – as it is not an on-site factor. But it makes sense that Google would show the most popular sites at the top.
Other factors that score higher than total referring domains are:
- Time on site
- Pages per session
- Bounce rate
So if your site is engaging and people spend more time on it you also stand to benefit with a higher ranking.
The take away from this is that anything that could increase your direct visits will also increase your visits from organic search because more direct visits will increase your position in search results.
See the report here: https://www.semrush.com/ranking-factors/
Ranking Factors Analyzed
If video ads in Facebook and YouTube are part of your marketing mix, here are some tips on how to edit the end of your ad.
Facebook Video Ads
After the video ad ends, Facebook overlays a call to action in the middle of your video. One can choose the call to action text and link in the video ad settings. So for the last frame be sure not to have anything important in the centre of the frame. I suggest putting your logo and any text that you want to include (like a slogan) at the top or bottom. Keep the end short as the call to action from Facebook only appears after the video ends, so there is no point lingering on a long end frame making the user have to wait to click.
Youtube has many options for videos, this is a general tip for ads that users can click on to visit a URL. it is important to have a call to action and you can even write “click here” as part of your call to action to let users know what action to take. I recommend keeping this ending of your video with your logo and call to action for at least 4 seconds.
Let me know if you have any comment or other tips based on your experience.
There is a new service for finding out the company name, contact name and email address and other information of website visitors. It is an add-on to Google analytics offered by Fastbase.com. There is a free trial which lists leads to your site for the last 12 months. Here is the pricing page: https://analytics.fastbase.com/Pricing. The catch is that you have to login to your Google Analytics account and share your Analytics data with Fastbase. I do not know how they will monetize on having this data but it is valuable so I am sure they will do well!
I did a test for one of my clients and downloaded a list of 728 leads with a date range of 12 months. this is out of a total of 27,543 users to the site over the same date range. It remains to be tested to see if these leads are any good, but it could be a powerful tool for B2B websites. An extension on remarketing: rather than just showing ads to people who have been on your site you can actually contact them by email, phone or mail.
Out of the 728 leads, 623 had email addresses. I ran this list through zerobounce.com to get an idea of how many of the emails are valid (it is processing, I will include an update in comments.) It might be interesting to send out an email blast to this list to see what kind of interest you get.
Please leave comments if you have tried this service, have feedback or are interested in receiving these lead reports.
On January 11, 2018 Facebook announced a major change to their newsfeed that would show less posts from businesses and more posts from friends and family that are considered meaningful to users.
This is a big concern to business who use Facebook as a marketing tool. The good news for businesses is that this will not affect advertising, but it will affect regular posts.
Post vs. Boosted Post
As a business you can make a post and it will be seen by about 20% of users who like your page. Posts with more engagement including comments will show more often and to more users. What companies typically must do to reach a larger audience, including more of the users who like their page but also users targeted by interests and other factors is pay to promote the post. Promoted posts will also show in newsfeeds and will not be affected by the recent changes. In addition to promoted posts, advertisers can also show ads including image ads, video ads, carousel ads and other ad formats right in the newsfeed. These are considered “ads” and would not be affected by the recent newsfeed algorithm changes.
The bad news is that businesses who use facebook as a marketing tool without paying for ads will reach less people. Posts made by businesses will have to be much more engaging now in order to be seen in newsfeeds given the recent change. Or, businesses will have to pay to boost them or set them up as ads.
See Mark Zuckerbergs full post:
I’m taking in a bit of sunshine this Christmas. Here I am at my makeshift office overlooking the gulf of Mexico from Chelem!
Wishing everyone a joyful an peaceful holiday!
Red Carpet Web Promotion has been sponsoring a child on a monthly basis through the charity Christian Children’s Fund of Canada for over 5 years, (since June 2011). We have helped 2 children and their families to have a better life including access to clean water, education and health care.
Click here if you are interested in sponsoring a child.
See our new client testimonial regarding Facebook Ads to recruit participants for research on memory.
We were looking for participants experiencing memory loss to sign up for research studies in our lab in Sherbrooke. We had little success getting enough participants using traditional means. Red Carpet Web Promotion proposed a web strategy including a new website and targeted Facebook ads…
We updated the look of our site and are now using Wordpress. Check it out: https://www.redcarpetweb.com. Comments are welcome!
The User Research Methods course was about the many different ways of measuring the User Experience (UX). Any method from qualitative (“it feels wrong”) to quantitative measurements (“31% of people click on this button”). The course showed us how to differentiate between self-reported data (what people say they do) vs. behavioural data (what people actually do). A short list of the different research methods includes:
- Usability lab studies
- Ethnographic field studies
- Eye tracking / Click tracking
- Remote usability studies
- A/B testing
- True intent studies
- Focus groups
- Card sorting
- Customer feedback
Each of these has its own pros and cons, and each has its own best time to be used. The ones we use the most at Red Carpet Web Promotion tend to be A/B testing, Remote and In-lab usability studies, Click tracking, and Surveys.
The Measuring User Experience course was about when to measure a website, and how to know if the data you have is significant or not. The course taught us when to use formative testing (early in the design) or summative testing (to compare a final product with previous versions or with the competition); How many tests and subjects to use, and how to account for errors, either random or systematic. All of these put together allows us to do superior and more appropriate testing, and to sort through the data to get to the good stuff.
The result of these courses was to bring much more vigilance to significant errors when Red Carpet Web Promotion runs tests. We also have expanded the types of tests we can do.
Our goal is to maximize your ROI, and this can’t be done if people don’t have a good user experience. A quick first test is usually simple, and will bring in oodles of high-quality data that might never have occurred to you.
So sign up quick for your UX testing, because the longer you wait, the more conversions you are missing out on.
See part 1: UX Basic Training in NYC