Archives for 2014

Your Guide to Measuring SEO in 2015

November 5, 2014 by Daniel Laws 4 Comments

Danny Laws, Principal Owner and resident “Sharp Dressed Man” here at DMG takes to our big whiteboard wall to cover the top considerations for measuring SEO in 2015.

Learn the tactics and metrics your team should look to measure, what’s coming down the pipeline, and what you can leave at the door.

Read Transcript

Hi, I’m Danny Laws, Principal owner of DaBrian Marketing Group, a full service digital marketing agency in Reading, PA. I wanted to talk to you a little bit today about measuring SEO in 2015 and some of the things that I believe are going to come down the pipeline and have a little bit more of an emphasis.

What we have here is our digital analytics framework: Strategy, Implement, Measure, Optimize. With that being said, when we talk about measurement of anything, we talk about the goals and objectives, the execution of the measurement plan as it pertains to the measurement of all things related to your business, but in the case of this particular scenario, we’re talking about the measurement of SEO. We want to gauge progress, and we want to make improvements as it relates to organic search traffic coming to your site.

Now, in the past we’ve talked about the “ABCs” of measurement, of digital analytics, of web analytics, however you want to define it, and we’ve talked about the Acquisition, Behavior, and Conversions. In my opinion, in 2015 when it comes to measuring SEO, we’re going to have a little bit more of a focus on the measurement of the Audience, the SEO-related Audience. From a measurement of the SEO-related Audience, we want to talk about the demographics, the interest information. We also want to talk about the location, the localization of keywords and phrases. Is that the same audience we’re talking about within this strategy, that we’ve identified with KPIs, that we’re concerned with? You want to keep that in consideration.

Also when talking about the measurement of SEO, of organic search traffic, you want to tie this back to Acquisition. When we talk about Acquisition, we’re talking about the search engines (Google vs. the Yahoo/Bing Network). Typically, we see roughly 90% of that traffic within the US coming from those areas. Is that trend holding true? Are we looking at those components consistently? At the same time, we’re talking about the Acquisition via keywords, phrases, themes of keywords. Are we getting users and visitors coming from organic search traffic when we measure Acquisition via SEO? Are we getting what we need or what we thought we were going to get from those keywords and phrases, as well as the appropriate search engines?

The next component when we start talking about the measurement of SEO in 2015 is the Behavior component. For us, we do a lot of creating of content, whether it be video, whether it be infographs, whether it be blog content, those types of components. Is the information, those URLs that we look to do some link earning with, are we seeing traffic coming to those specific URLs that we’ve targeted for people, that we’ve leveraged our relationships for? Are we seeing what we expected to happen from a link targeting, link bait, link earning, however you define it, in this particular area? At the same time, when we’re talking about measurement of SEO, where is SEO in the events that are coming from SEO? Are we seeing a difference there, and what kind of user behavior is happening on the site from a pageview perspective, from a depth of visit, from returning visits, those types of behaviors as well, looking at that information. And my favorite part here within the behavior, is looking at it from a testing perspective. So, when we run tests, have we sliced and diced the data to look at how SEO or organic-related traffic is being impacted from a behavioral perspective here.

The last piece of this is Conversions. When we talk about the micro/macro conversions, measuring conversions from SEO, we want to specifically look at the measurement of keywords, phrases, themed keywords, a group or cluster of keywords specifically, are we seeing organic search conversions coming from that particular area?

What I would recommend at this point when you’re talking about measuring SEO in 2015 is making sure we revisit the strategy to account for the appropriate KPIs associated with SEO in itself. We want to update the implementation, i.e. the configuration, making sure that the configuration is appropriate to capture this audience-related information because of the updates that have happened, a number of systems around collecting audience information. Also the privacy policies, don’t forget about this particular component when we talk about the audience.

The other piece here is to validate that the data as it pertains to SEO, as well as the overarching goals and objectives, is being collected according to what you’re trying to capture within the KPIs in general. And then, you want to create hypotheses around SEO. Whether it be checking out themed approaches, keywords, different landing pages, those types of things. Content ideas. Create hypotheses, test these components. Within the framework of measuring SEO in 2015, I wish you the best of luck in taking these items into consideration. The audience, the acquisition, the behavior, and the conversions.

Good hunting, and let us know if you have any questions. Have a good day!

DMG Appoints New Web Developer

October 29, 2014 by Dabrian Marketing Group Leave a Comment

Reading, PA – DaBrian Marketing Group, LLC, a full service digital marketing agency located in Reading, PA, has hired a new web developer to support its growing scope of digital marketing service offerings. Brett Shenk, a recent graduate of Berks Technical Institute with a degree in Web Design, has joined the DaBrian Marketing team to execute a wide range of technical and programming responsibilities.

Daniel Laws, Jr., principal owner of DaBrian Marketing Group, LLC, expressed great optimism with the latest addition to the agency, “As DaBrian Marketing Group looks forward to providing bigger and better digital marketing solutions, we need to anticipate shifts in software and technological standards. I’m confident that Brett will be able to provide insight into a wide variety of technical service areas and be a great asset to our company as a whole.”

Brett expressed his enthusiasm after accepting the Web Developer position with DMG, “After starting as an extern, I was really excited to be offered a full-time position with DaBrian Marketing,” said Brett. “I gained a lot of experience during my externship, and I can’t wait to begin putting all I’ve learned into practice on client projects.”

Want to learn more about Brett, or give him a digital pat on the back? Leave a comment below!

What Cheap SEO Services Actually Get You

October 22, 2014 by Daniel Laws 8 Comments

A December 2013 article posted over at Search Engine Watch titled, “How Much Should You Spend on SEO Services?” does a really good job of hinting at what to avoid when choosing a Search Engine Optimization (SEO) provider. Despite the article’s best attempts at deterring business owners and marketers from taking the cheapest route, we still see it happen time and time again. Today, I’m going to make the decision even easier for you. Not by detailing what to avoid, but telling you exactly what Cheap SEO services will do for (and to) your business.

Cheap SEO Services Lack in the Strategic Department

At DMG, we’re huge proponents of this marketing maxim: “Strategize first, execute second.” This is especially important for SEO because as a tactic, it plays a critical role in so many other digital campaigns a business may be running. If a search strategy isn’t comprehensive; that is, covering the client’s website structure, technical elements, keyword research, and content development, to name a few, suffice it to say that this agency is probably approaching SEO like it’s the year 2005.

As an example, imagine there is a retail business that’s currently running Paid Search advertising (PPC) focused on brand awareness and online sales. This company wants to begin incorporating SEO. A cheap service provider won’t perform industry research, conduct any sort of SWOT analysis, or take these PPC campaigns into consideration when devising its SEO strategy. In other words, they’re going to try to increase SEO performance in total isolation. Without a strategic approach that aligns all aspects of search marketing, this client can expect higher costs and diminished returns, both paid and organically.

A Note on “Instant” SEO Results

A cheap SEO provider is one that guarantees #1 spots and “instant results.” To be blunt, this is a bold-faced lie. It’s common knowledge that the search environment is constantly changing, and SEO providers can only base their offerings on what information Google (and reputable news outlets) is willing to make public. What’s interesting is that many of these cheap SEO firms operate as if the search engines can be fooled. Nearly every major change made by Google, Yahoo, and Bing is to combat tactics that work to “cheat” the system.

To move forward and actually help your business in organic search, don’t think about rankings as the goal. Being #1 for a keyword has little to no impact on whether a prospective customer can find you or if they’ll actually buy from you. Any company that claims to have the “secret sauce” to making that happen has a completely inaccurate notion of SEO’s business value.

The Man Behind the SEO Curtain

When browsing a service list for an SEO provider, take a look to see the type of support they offer. Are there any “checks and balances” in place, such as a project management system? How much insight are you given into what they’re actually doing on your behalf? How accessible are they on and off business hours? Over the years, we’ve learned that successful SEO doesn’t happen without transparent communication.

An open dialogue about what’s being done, what’s being planned, and how SEO can benefit other marketing initiatives is critical to a successful agency/client relationship. Failing to provide SEO transparently means there will be no accountability on the execution of the project. Even if the strategy is comprehensive, it takes communication to make sure it’s being executed properly and adjusted when necessary.

Here’s Our Recommendation

When choosing an SEO provider, it’s important to go into the process understanding that every other business out there is competing on the same playing field. And if there was a silver bullet to maximized ROI and sales, it wouldn’t take long before SEO agencies all went out of business. Approach the selection process with key questions, both about the agency’s SEO process as well as how they manage client relationships. Keep an eye out for talk of “guarantees,” because like we said, SEO is too varied and dynamic an environment for that. Finally, do a bit of your own research about what realistic SEO goals actually look like and how they’re measured. Don’t be afraid to put the agency on the spot and ask the question, “How will you prove that the money we spend led to a positive business result?” If they can’t answer these questions with confidence, you’ve got more searching to do.

Have a bargain-bin SEO horror story? Share it in the comments!

An Introduction to WordPress Frameworks

October 15, 2014 by Dabrian Marketing Group 1 Comment

What is a WordPress Framework?

A WordPress framework is similar to any normal theme in WordPress. The major difference between the two is that a framework requires a child theme to add custom styles. A custom style adds new code with the intent of changing the look and feel of the theme you choose. Basically, a WordPress framework takes care of the functionality and holds onto the basic code, and it requires a child theme for additional styling.

Wondering how to use a framework and a child theme? It’s as simple as uploading the files of your chosen framework into your themes via FTP. Then you just have to upload your desired theme and set it as active. That’s all there is to it. The order of these steps is important. If your framework isn’t uploaded prior to your theme, the components may not work correctly.

Advantages of WordPress Frameworks

WordPress frameworks speed up the web development process because you will already have the basic structure of the site. As a developer you just need to pick a theme on that framework and modify the look and feel based on your needs.
Frameworks experience faster load times when compared to normal WordPress themes. This is because it is free both of junk code and heavy graphics. Most framework themes must meet certain standards in order to be released for use.
Frameworks are frequently updated, and you will always receive the latest features. This is the advantage that initially sold me on frameworks. Theme frameworks rely on child themes, which means when you upgrade you will keep all of your custom changes. You will never have to change what you did a month ago because of an update!
If you choose to use a popular theme framework, it will have a huge community behind it which you can use as you develop your business online. Having a community behind you is always a huge plus.
There are many different kinds of frameworks available to fit your needs and degree of programming knowledge. You can use a free framework, or you can go with a paid option. There are frameworks with drag-and-drop interfaces as well as those that are strictly programmer-based (see below).

If you are constantly updating your website, then you likely understand the value of SEO. Most frameworks come with built-in options for SEO and/or are optimized for search engines.

As you might expect, nothing is perfect in the world of web technology. Below are a few of the disadvantages of using WordPress frameworks.

Disadvantages of WordPress Frameworks

As mentioned above, some of these frameworks do cost money. Two examples of the most popular paid frameworks are Genesis and Thesis. Unfortunately, most of the feature-packed frameworks are not free. Some of them cost a one-time or recurring fee. In some cases you’ll have to pay for additional upgrades as well. This reinforces the need to conduct research based on the functionality you’re looking for and deciding which option is best for your business.
As also mentioned above, working with frameworks has a bit of a learning curve. All frameworks are coded differently, and if it has a unique interface, it will take time to learn. After you allocate some time to learn the framework you picked, however, it will actually save a lot of time going forward.
Nothing is perfect, and frameworks are no exception. They might force you to overwrite core files in WordPress, and you need to be aware of this when you’re looking for a framework to use. Most of the time, you’ll receive a warning from the framework if it’s replacing WordPress files. We highly recommend making regular WordPress backups just in case.

Overall, the pros definitely outweigh the cons for WordPress frameworks. While we were hesitant at first to use frameworks, we now love using them. After getting used to using the framework, it nearly cut our development process in half. As you get started in WordPress, hopefully you’ll give frameworks a try. In our experience, they can definitely make things more efficient (and save a few headaches as well). We’ll be covering more on frameworks in the future, so stay tuned!

Have a question about WordPress frameworks? Ask away in the comments below!

How Home Improvement Brands Can Adopt Storytelling

October 8, 2014 by Dabrian Marketing Group Leave a Comment

The research is in folks, and home improvement customers are heading back to their roots.

The well-known “big box” retailers still surpass equivalent brick and mortar businesses in sales, but that trend is beginning to shift. According to research conducted by The NPD Group, customers want to invest more in their local communities, and they’re becoming more receptive to home improvement locations closer to their homes. These shifts mean that the industry is now heading toward increased competition and a need for greater brand differentiation.

How can these local brands hope to highlight their favorable differentiating factors? Let me tell you a little story…

Your Customer Is Always Right (and very Influential)

We’re all aware that customer or client testimonials are a great way for home improvement providers to highlight the best aspects of their brands. But to really tell the story, reviews shouldn’t be limited to impersonal star ratings or detached mouse-clicks.

Taking a more proactive approach, such as via emailed follow-ups or online satisfaction surveys, will help you in two distinct ways. First, you’ll have the ultimate litmus test for your customer service processes. Second (and most importantly), you’ll have ammo for future marketing materials, including brochures, sales materials, and even online videos.

Bad Local Reviews Can Be Good

As you begin to embrace the collective voice of your customers, you’re likely going to catch your fair share of negative reviews. Whether on a social media platform that displays the inflammatory comment to the masses or an internal survey for your team’s eyes only, bad reviews shouldn’t be feared, and they definitely shouldn’t be ignored.

Instead, your team should recognize the feedback and work to remedy the situation as quickly and thoroughly as possible. In this case, a community engagement strategy can really come in handy. For smaller, local home improvement brands, customer service and conflict resolution is often one of the biggest draws for new customers. Personalize all communication and focus on the customer’s concerns, and your brand reputation will thank you.

The Greatest Story Ever Shown

If you’re part of a locally-run business in a specialty market, then there’s a lot that sets you apart from the country’s larger retailers. You know it and it’s your existing customers do too. But how do you get the word out? The answer lies in what’s known as your content marketing mix.

This mix represents the content you use to convey your brand’s unique story. This can take many forms, but the most effective by far is rich, visual content. Your content can highlight your excellent staff, show off new products, educate your audience, or entertain them. All it takes is a little creativity and focusing on the best parts of your already-awesome brand.

As customers’ attitudes and behaviors change, it’s important for the “mom and pop” businesses to stand out among the corporate juggernaut that makes up their top competition. To do this may mean evaluating your brand’s favorable characteristics, polling your existing customers, or heading back to the drawing board and reinventing the brand altogether. No matter the journey, every brand has a captivating story to tell. It’s just a matter of making it memorable and telling it right.

How has your local business fared in the battle of the brands? Let us know in the comments!

Are You a Web Designer or a Web Developer?

October 2, 2014 by Mark Mapp 14 Comments

These two roles are often substituted for one another, however they both carry their own weight – and rightfully so. After all, they are the two main ingredients in any effective web design process. A web designer focuses on the aesthetics, or the “look and feel” of a website, while web developers concentrate primarily on the functionality, such as what happens when you click a button or submit a contact form. Although there are quite a few people out there who may be able to handle the tasks of both a web designer and a web developer, these two professions typically work together to bring web experiences into existence. This week, I’m going to cover some other characteristics that separate these two important professions.

Let’s Start with Education

Web designers typically attain a 2-4 year degree in a visual arts or graphic design program. They often learn to use a variety of creative suites, as well as several WYSIWYG editors to help them develop the aesthetic look and feel of the websites they create. Although having HTML knowledge is also a major plus for web designers, it isn’t surprising if a majority of them do not have any knowledge of HTML outside of what Adobe Dreamweaver and some other basic web editors.

A web developer’s education, on the other hand, is mainly technical-based. They often attain some type of 2-4 year computer science or programming degree where they will learn programming languages such as HTML, HTML5, Java, JavaScript, CSS3, SQL, PHP, and C++. Having ample knowledge of these languages enables the developer to produce a properly-functioning website. Web developers or programmers may also dabble with Adobe Photoshop to help with simple tasks such as resizing images and color changes, but spend most of their time using various text editors to complete their tasks.

Software, Tools, and Resources

The software and tools that designers and developers use on a daily basis also differ. A web designer’s software suite would include an image editor like Adobe Photoshop or Gimp, a vector-based program like Adobe Illustrator or Inkscape, and possibly a WYSIWYG web page editor like Adobe Dreamweaver or Kompozer. Other resources a web designer may use are color pickers, on-screen rulers, lorem ipsum text generators, and stock photography websites.

Unlike the web designer whose software collection consists mainly of creative suites, a web developer’s toolkit would most likely include a text editor such as Notepad++, an FTP client like Filezilla, as many internet browsers as possible for testing purposes, and different types of Web (Code) inspectors which are usually built into the browsers themselves. In addition, web developers also tend to use CMS (Content management Systems) platforms such as WordPress, Drupal, and Joomla to help streamline the implementation of content on a website.

As part of the web design process

As mentioned above, web designers and web developers often work together on web design projects. Most initial conversations in the web design process have to do with the aesthetics, or the “look and feel” of a website. Clients will generally have an idea of what they want their website to look like and the audience they are targeting. A graphic designer would then use his creativity, the client’s design principles, and their collection of tools and resources to visually layout design concepts. Once a layout is approved, functionality becomes the focus. This is when the skill set of a web developer is required. Besides developing the website from scratch using one of several coding languages available, a web developer would also work on technical components like databases, online forms and applications (and the actions they require to be submitted), as well as client login portals. Even when the web design project is considered complete and uploaded to the Web, web developers can still spend countless hours troubleshooting issues that arise. Troubleshooting websites and web pages is a continuous process and generally web designers have little or nothing to do with this task.

In Conclusion

With the information provided, hopefully you’ve got a better understanding of what the differences between a web designer and a web developer are. The differences really are like night and day, and their definitions should not be substituted for each other. If you are an individual or a business looking to hire a web designer or a web developer you should know their strengths, but you should also know what their limitations are. This will help you to make the best decision possible in deciding the resources you need moving forward.