s a marketer, you’re maybe familiar with the term Search Engine Optimisation (SEO).
SEO is the term of various strategies you might set to get your website found quickly in search engine results. While search engines such as Google don’t just release their exact techniques for page rankings, we understand enough about their plans to make a difference.
Two areas that are more important for marketers to understand are on-page and off-page optimization techniques. An SEO strategy looks to methods that happen both on and off your website to increase your rankings.
Here’s what you need to know:
On and off-page optimization definition
First, whats on-page and off-page SEO means:
On-page SEO describes any techniques you can use directly on your web page to better search ranking. For example, building SEO-optimised content or using the correct header and meta descriptions falls under on-page SEO.
Off-page SEO relates to all the SEO techniques that happen outside the website. For example, social signals and backlinks are off-page SEO strategies.
On-page and off-page techniques are equally as crucial for optimizing your website. Some methods are easy enough to implement immediately, while others take time to put in place.
Google ranking factors
Search engine companies like google don’t practice releasing their exact methodologies. But, if you pay attention, they give some clear answers from time to time. For example, Recently, Google released a new SEO Starter Guide, and occasionally they put out informational videos.
Besides learning what we can straight from the source, several SEO experts regularly test out their ideas to see what will impact rankings. Brian Dean has an outstanding reputation, and his list of 200 ranking factors is kept periodically updated as Google makes changes.
One thing important to realize about SEO is that it does change. Five years ago is not as effective today in optimizing your website significantly as Google changes its algorithm. For example, a few years ago, many websites would game the system by stuffing keywords onto their purchasing and pages low-quality backlinks from “link farms.”
To enhance the quality of the search results, Google improved its algorithms so that sites employing those techniques would be penalized rather than receive benefits. You need to aim the weed out any “black hat” SEO methods instead of forcing website owners to ensure the sites meet quality standards.
This is why marketers need to understand SEO and the factors that they can influence. There is still some questionable advice going around that is best avoided. Instead, you don’t want to put your website in a position where it may be penalized in search rankings.
On-page optimization examples
Here are the examples of on-page SEO optimization:
Improve site speed
How does the site speed affect SEO? Mainly because it impacts the user experience of your website. Where a visitor visits your site and takes longer to load, they’ll often give up in disappointment. This gives a signal to Google that your site is not an exceptional result for visitors, especially if they leave quickly.
Many things can affect site speed, including who you host your website with, but some can be remedied on-site. For example, your images should be optimized for the web. The file size should be as small as possible so that the image loads quickly.
Other factors can include poorly coded plug-ins (software tools that give your website certain functions), pop-ups, and overall, cumbersome site coding. These are issues that are all fixable.
Improve page content
Google tries to send visitors to valuable pages. Therefore your content page needs to be of high quality. User behavior gives signals to Google about the quality of content.
For example, if the site ranks in organic gardening tips, someone who searched for that term and clicked on your site expects to find helpful information. If they get something irrelevant (like the inorganic gardening tips) or don’t get beneficial information, they will click away.
It will help if you always intended for your page content to be valuable and relevant. It includes looking at how you format the content for easy consumption to help visitors to stick around. They should understand quickly what your page is about and should be able to read it, avoiding large walls of text easily.
It also helps if you considered the keywords that you are trying to rank for and quality content to match, build relevance. There is no sense if you are trying to rank for keywords to get traffic – if you want the keywords to make sense for what you offer and what you are likely to search in your target market.
HTML tags tend to be out of mind and out of sight, so it is often missed. These are the descriptors and site tags that visitors don’t see, but they are detected in search engines. HTML tags help search engines better understand what your site is about, so here are the great places for your target keywords.
Here are some areas for HTML tags:
- Alt text on images: This will helps the search engine understand what an image is and rank your pictures in Google images.
- Header tags: These will help to organize the pages into subsections or sections. For example, this subsection uses an h3 label.
- Meta description: This is the description that you see below the URL in search engine results pages.
- Title tag: This page (or h1) title. This always includes keywords that reflect what the page is about.
Off-page optimization techniques
While on-page SEO centers primarily around content to bring traffic to your website, off-page SEO focuses on techniques to increase domain authority. Moz’s domain authority is a measure to predicts how a website will rank in search engine results. Every website is scored between one and one hundred, with one hundred doing the best.
Here’s what they say:
“Generally speaking, sites with a huge number of high-quality external links (such as Google.com or Wikipedia) are the top end of the Domain Authority scale, where is the small websites and businesses with fewer inbound links that have a much lower DA score. Brand-new websites always start with a Domain Authority score of one.”
You can gather from this because the most important off-page SEO part is the quality and number of backlinks in your website. It means that your off-page activities need to focus on how you get those backlinks.
A year ago, those dicey link farms we discussed earlier sprang up, offering a service to get backlinks in the websites. The problem is that those backlinks were generally of low quality and often utterly irrelevant for the website to question. This strategy will not help you – Google relevant backlinks, values quality.
It means that the quality over quantity strategy tends to work the best. Your on-page SEO with creating quality content interrelates with backlinks – you are likely to get more good links directly if you create engaging content.
Here are some ways to get a good backlink:
- Other bloggers Links to your blog like how we connected to Moz.
- Social media shares content that gets people linking to it.
- Guest blogging websites that are related to yours.
On-page and off-page SEO techniques are working together to increase your search engine rankings on your website. But, if you start with one strategy, you would usually do what you can for on-page SEO.
Your site is more encourages those backlinks with your on-page SEO techniques sorted along with some quality content.
We are offering on and off-page SEO as part of our scope of work here at Astral Tech. Please check out our marketing packages or book a consultation here with us today.
When managing your online marketing, the most important thing is tracking your performance and results accurately. The first step to do is to set up goals for growth in google analytics.
The popular analytical tool on the market is Google Analytics, which features everything from real-time reports on how many people view your website to insights into the kind of audience you attract. However, most of the questions of companies are, “How can I use Google Analytics to track my conversions?”
What are Conversion Goals in Google Analytics?
Goal/Conversions allow some of the best insights into your digital performance by highlighting how well your site performs in a specific area. For example, according to Google, your goals will determine how effective your or website meets your targets.
You can use goal/conversions to track:
- When people lose interest in your site.
- Number of conversions.
- Which marketing campaigns achieve the best results for your business.
- Conversion rates on your website.
Why should you set up Conversion Goals in Google Analytics?
Creating your goals will help you measure and compare metrics that give directly impact your business outcomes. As helpful as it is to look at average session duration, bounce rate, and many more, the most crucial metric will always be your conversions because they impact the bottom line. Goal conversions in Google analytics:
- Allow creating in-depth reports on your conversion rates and the opportunities to determine your ROI in advertising your campaigns.
- Increase your insight into important information like which pages they visit, where your customers come from, and how long they consume on your page.
- It is easier to track specific parts of your marketing campaigns to make decisions about your future.
How do you track your goal conversions in Google analytics?
Set up the Goal in Google Analytics and Choose its 'Type'
First, you need to sign in to your Google Analytics account and choose the “Admin” account at the top of your screen. You will see a column that says “View,” select it, and choose the + New Goal button at the top of your table.
After that, you click the New Goal button, and Google will ask you to load a new template or create a custom goal. Commonly, you want to create a custom plan, as it’s more beneficial for customization. Always remember to name your goal conversions in Google Analytics, which makes it easier to track, like “Blog CTA click-through” or “Completed Landing Page.”
You’ll need to choose also the “type” of goal you want to track. These are four options:
- Destination: This goal start when someone lands on a particular page on your website. For example, when someone visits the “Thank You” page after completing a form.
- Event: Event goals are recorded when particular actions occur. For example, this could include a social share, button click, or video play.
- Duration: This goal happens when the user consumes a particular length of time on your site.
- Screens/Pages: You can track this goal when a user visits a particular number of pages.
Here’s an insight into when and how you should use each goal.
Destination Conversion Goals
Destination goals are one of the most famous goal conversions in Google analytics. When someone is visiting a particular page on your site, Google tracks that visit. Companies usually use the destination goals for newsletter signups, track the number of resource downloads, or form completions by leading users to a “Thank you” page after the conversion.
How to Use a Destination Goal
After you name the conversion goal and choose “Destination,” you need to fill out the following details: value, destination, and funnel.
The destination field is where you can define the pages that will identify a completed goal. You need to enter the URL of the page that you want to track. If you are not sure what your destination goal slug. You can go to your site, complete the goal, and check the URL. If you want to use only one URL, all you need to do is enter a single slug. If your URL changes constantly, you need to change the goal’s match type.
When the destination is set, you can assign a value to the goal. For example, you’ll need to know that every lead is worth $15 to the company. Enter this as a value so you can measure the ROI for each conversion.
The final choice for your destination goal is to create a funnel or a series of pages that your user can explore before they go to your conversion point. You can find more data on funnels at Google’s support center.
Duration Conversion Goals
Duration goals start when a user’s session lasts longer than a particular period. This option is not as common or popular as a destination goal. But, it can be helpful if you want to find out how to engage your customers with your content. If you are a publication looking for happy users or want to make sure that people are not spending too much time looking for support, you can measure the average session duration.
How to Use Duration Goals
Once you have given your goal a descriptive name and selected the “duration” as your goal type, you don’t have to fill in much data for this conversion option. All you need is the “value.” and the “duration.”
The duration is where you’ll define how long a user should be on your page before Google tracks them as being “converted.” The value dictates how much the length of time is worth of your business.
Pages/Screens per Session in Conversion Goals
Make sure that your visitors are not just coming to your website and then quickly clicking the back button and going elsewhere. Then you need the Pages/Screens per session goals. These conversions occur when visitors come to your chosen number of screens or pages in a single session. Like duration goals, publishers can measure even if readers are interested in more than just one of their stories.
How to Use Pages/Screens per Session Goal
Pages/Screens per session goal is works similarly to the duration goal. Again, you only need to enter two values – the financial impact of the conversion and the number of pages you want the visitor to look at.
When you enter the value into the field for pages/screens per session, only sessions when visitors plan to visit more than the pre-entered value will start your conversion tracking. You can set a particular value on how much an engaged customer is worth to you and then click “Save” to set your goal.
Event Conversion Goals
Event goals happen when a specific event occurs on a page.
An event on your website can cover almost anything, depending on how you choose to implement them. For example, you can track the forms that don’t necessarily redirect the visitors to another page, or they can tell you how frequently someone views a video, clicks on a button, or does something else important on your site.
Google Analytics events are clever concepts, but they are a bit complicated. It’s a good idea to check out Google’s Guide to Events before you start. The report from Google will cover everything you need to know about this category.
How to Use Event Goals
As with the goal conversion in Google Analytics, you’ll need to choose the definitive name for your goal and determine where you want to implement the tracking conditions. If you know which exactly event you wish to use as your goal, you can add the category, action, label, and value to the event conditions field offered by Google.
Most importantly, if you’re unsure about some of the details, it’s worth acknowledging that you don’t need to fill out every field. Google Analytics only tracks the events that match in all areas that you complete as a goal.
How to Track The Conversion Goals in Google Analytics
Lastly, with your type of goal set up and details entered, all that’s left is to track the completion of your goals. You can do it by signing into your Google Analytics account and going to Conversions > Goals > Overview.
From the down list, select your Goal type, and you’ll be able to view things like your Goal completions, Goal conversion rate, abandonment rate, and many more.
Once you set up your goals, it allows you to figure out how much each page or channel provides your bottom line, and it’s easier to determine the ROI in each campaign. When you try to make sure that your ROI is up to scratch, some things are more valuable than a reliable goal conversion strategy in Google analytics.
ave you given thought to who you need on your team to understand digital marketing?
If you are in a position where it’s time to assemble a dream team, then you should know the key roles and responsibilities. Successor failure can hinge on having the right people in essential parts.
The overall level of achievement is also affected – you can enjoy modest success with one or two done well, but you can grow enormously when building a high-functioning team. These are some key team members to have and the roles they should perform:
Digital marketing team members
Here are the primary and essential roles in the digital marketing team:
1. Project manager
A project manager is like the anchor between digital marketing and the wider marketing team or even more experienced. There are various moving parts to an active digital marketing strategy that the project manager’s role is essential for managing and overseeing.
Digital marketing project managers are usually responsible for managing and creating an overall digital strategy. They lead the design of campaigns, digital link marketing, and overall organizational goals, importantly, liaise or manage between all the people involved.
Digital project managers manage to have at least five years of experience in digital marketing, are very knowledgeable about digital marketing trends and strategy, and are adept at managing time and people. They may have additional skills such as animation or web design.
2. Content strategist and Content manager
A substantial part of any digital marketing strategy is devising and creating content. This can take various forms: social media posts, blog posts, videos, podcasts, animation, and many more. A content strategist is tasked with developing a content strategy based on the business objectives that prioritize digital marketing.
The strategist will develop and research “personas” for the target audience that the company wants to reach. They understand the role of the content in the customer journey, identify what to use and when to use it, and measure the results to optimize future efforts.
A content strategist also creates and maintains editorial calendars, creates style guides, manages budgets, and assists with technology integration. A content manager will always be doing all of these things but also have people management responsibilities. For example, the content manager can manage a team of content creators.
3. Content creators
The content creators have a key role in fulfilling in that they create the deliverables needed for the digital marketing strategy. Their primary responsibilities are to produce content according to the specifications of content strategists or managers, build to a high standard and turn in work on time. The duties and roles of content creators will vary depending on what is required. Sometimes, you also need people who specialize in one area or want people who can do more than one specialty.
Some content creator roles include:
- Copywriters (a skill with the ability to prompt with words)
- Video producers
- Social media specialists
- Email specialists
- Graphic designers
- Audio specialists
4. SEO specialist
Search Engine Optimization (SEO) is a strategy to get your website found quickly in search results. The SEO specialist is responsible for ensuring that the digital content is optimized for searching and implementing current SEO best practices.
SEO specialists will be spending a lot of time in Google Analytics. They will advise SEO strategies to other team members and spend a lot of time reporting, refining strategy, and testing.
5. Social media manager
Social media managers may be run by one person or a team, depending on the company’s size. There is only one person in charge of social media. They will be social media managers and strategists or “doers,” all turned into one. Big teams might have one or more social media strategists that a social media manager manages.
The social media manager is liable for executing and developing the company’s social media strategy. They understand audiences on the platform that attracts them. They create the posting schedule and the posts to go unless they have team members to make posts.
Another crucial part of the social media role is encouraging engagement on social media channels. Social media team members respond to the messages or comments and look for ways to promote the conversation.
The social media manager also keeps a close eye on reporting and analytics. They use these to improve the strategies.
6. PPC manager
Pay Per Click (PPC) manages lives and breathes the advertising side of digital marketing. They specialize in PPC ads and have social media platform advertising through the social media manager often handles this.
PPC ads such as through Outbrain or AdWords require testing, research, and optimizing. The PPC manager spends the days creating ads and monitoring those that are already in play. Someone dedicated to this role does mean that you make better use of the advertising spend.
7. Email marketing manager
Email marketing is a different essential part of any digital marketing strategy. Email marketing manager implements and devises an overall email strategy about key marketing and business goals.
Email takes some specialist information to be used optimally. For example, the email marketing manager needs to have strong marketing automation knowledge, audience segmentation, interesting, engaging emails, the actual writing of persuasive.
An email marketing manager is also an expert in generating sales or leads via email. They know how to create flows that logically take the audience where they’d like them to go.
8. Front end developer
Front-end developers are an essential part of a digital marketing team because they can put the nuts and bolts together that bring the strategy to life on a website.
A front-end developer will create landing pages, call-to-action-buttons, web forms, pop-ups, and other essential design elements for your digital strategy.
Combining key roles
In small businesses, many of these critical roles are linked. For example, someone manages social media and email, or a content manager does those and produces all the other content. It can work just fine, as long as the requirements of each role can be met within the reasonable course of a workday.
There are various multi-talented digital marketing specialists out there, but the main issue with linking roles is that the part quickly becomes too big as you grow. When it happens, something needs to give unless splitting it into specialist positions. When a busy social media manager has more than enough on their plate, email or other things get missed if the social is booming.
The risk of trying to have all the support of a digital marketing strategy covered with some people is that:
- you have to compromise on your experience in particular areas.
- you don’t give strategy the best chance of success or the people in the role to succeed.
Outsourcing marketing tasks
If you are a business owner growing a business that needs to scale digital marketing or a marketing manager in a more prominent organization that needs to add these key marketing roles but can’t do so within, there’s another option.
Some of these key marketing roles and their associated tasks can be outsourced to experienced people. You benefit from specialist marketing knowledge without hiring several people or going through lengthy training periods, especially if you go to a company that employs their team.
When you come to a company like Astral Tech, you get complete marketing services set monthly fee. Our team of specialists can handle any of the core duties you’d give to a marketing employee.
A fully-developed digital marketing strategy requires several critical specialists in marketing roles. Each of the areas outlined takes several years to learn, and each can quickly grow into a full-time position.
Combining roles is possible, but you risk diluting marketing results by dividing time between the tasks if you’re overgrowing. Your options are hiring full-time employees or outsourcing to a marketing agency with expertise in those key areas.
or the last two years marketing has changed a lot. Mostly everyone wants proof that their campaigns are working.
The marketplace is growing for almost every business. Like digital transformation and the demand for more robust customer experiences lead the way towards a new future for marketing professionals. Though it’s tough to argue with the value of digital marketing for the end of the business, most of the company leaders are demanding proof of conversions from their marketing teams.
So, how do you create a marketing ROI report for your boss that covers all the proper bases?
Today, we will look at what marketing pros can do to bring crucial data into a valuable, informative report.
Identifying Marketing ROI
The first step in creating and compelling a marketing ROI report, your boss, is figuring out what ROI looks like. It’s effortless to jump in asking questions on how you can generate most of the revenue from your promotional plans, but marketing is not always about financial profit.
Nowadays, we are also seeing a lot of emphasis on customer satisfaction, brand awareness, and engagement. All these factors can contribute to a business’s success, even if they don’t turn into sales. The more people know your company and appreciate what you can offer, the more you will end up with brand loyalty and long-term sales. These things can even be more helpful than standard one-off sales.
It’s essential to show that your advertising efforts impact the bottom line. There’s more to ROI than money. As a marketing expert, it is your responsibility to know the different types of ROI available to you and their possible importance.
These tips will help you take your Return Of Investment (ROI) marketing reports to the next level.
Identifying Marketing ROI
Step 1: Establish a Goal
Showing how the marketing and ROI connect reinforces the idea that your advertising efforts are credible and worthwhile. But, before you can start explaining and examining your results, you’ll need a starting point or benchmark. In other words, you need a goal.
Start by deciding if you want to go with your marketing actions. Your goals need to be SMART and effective, it means:
- Attainable: While it’s essential to be ambitious with your marketing goals, don’t aim for something you can’t possibly achieve. Keep your targets within reach.
- Measurable: Make sure that you have the KPIs and metrics in place to measure success. Google Analytics is a good starting point.
- Relevant: Remember that your leaders and bosses will want to see how your outcomes relate to the business bottom line. Do not track brand awareness unless you can show how that awareness will increase your company’s sales.
- Timely: Give yourself deadlines for each report. Make sure you can demonstrate how your results have emerged from one month to the next.
- Specific: Do not just say you need to increase your conversions. Dictate the transformations essential to you, the rate of improvement you want to see, and how you will track your results.
Step 2: Make Sure You are Capturing the Right Data
Ensure you’ve got all of the systems you need up and running to track the correct metrics and KPIs for your campaigns unless you aren’t able to back up your results with quantifiable evidence. While this step seems very obvious, it’s easy to forget about achieving the correct code and the tracking strategies with your marketing analytics tools when you first get started.
You don’t want to be halfway through a quarter to find that you’re not enough to collect data. It’s a good idea to set up the alerts to make sure that you are the first to know when something changes from the data point of view. Make sure you examine the following:
Website Analytics Data
Web analytics data will be the crucial component to determine ROI Marketing how your site is doing the essential information. It will help you track everything from content marketing campaigns to your SEO strategy.
Google Analytics is the most popular service available in tracking analytics data. It is allowing you to explore some of the valuable insights. These are some of the data sets you can look at on Google analytics:
- Conversions: The most apparent KPI to look for is when it comes to implementing marketing ROI, find out how many of your visitors is converted into leads by clicking a button or filling a form.
- Some visitors and the increase in visitors each month show you if your marketing efforts lead to more potential sales for your business.
- Your visitors are coming from: It’s essential to know which of your marketing strategies deliver the best return on investment. Track the impact of your social media, email, search engine, and guest blogging campaigns to find out where your leads come from.
- Revenue: Lastly, track the value of each lead by determining how many of those leads made a purchase and how much each investment was worth.
It is not uncommon for sales and marketing data to be siloed in today’s business world. Unfortunately, you need to close the bend between the sales and marketing data if you want an actual overview of ROI. For instance, It’s the only way to decide whether your leads converted into customers.
You can combine your Sales CRM system into a marketing tracking strategy. Did you know that you can link the google analytics data with the information from Salesforce to get a better overview of sales and marketing efforts?
Social Media Analytics
When they launched the social media sites, they were away for family members and friends to keep in touch. As the years passed and consumers began to demand relationships with their favorite companies, social media became an essential component of the Marketing ROI conversation.
The great social media strategy typically involves numerous accounts across the various digital platforms. That’s why it’s beneficial for the companies to access the tools like Hootsuite and Sprout Social to keep on top of all the marketing information and your social media tracking data; you can build out an ROI report with the details on:
- How many followers you’ve gained each month, and how many posts you published.
- How many people that aware of the brand or talking about you through hashtags and @Mentions.
- Your social engagement rate on how many people have liked, commented and shared your posts.
- How many people turned into customers from social media.
- How many new referrals or customers do you get from followers on social media.
All the information will tie in with your website and sales data to demonstrate how brand awareness and engagement impact your bottom line.
Email Marketing Analytics
The most reliable way to get leads is Email marketing. The statistics show that email generates approximately £29 billion annually in sales. It’s essential to show your business leaders that you’re developing one-off sales through your marketing efforts and building long-term loyalty in your customers.
You’ll need to check the number of emails you’ve sent and the number of people opening your emails, how many people click from your website to see how your emails impact the overall marketing ROI. The most common outcome in an email campaign is a click to your site. To track this, you need the destination URLs that are recorded by the analytics tool so that you can report on them.
Step 3: Use Executive Summaries in Marketing ROI Reports
Creating an excellent Marketing ROI report is not just copying and pasting numbers in a word document for your boss. You need to present the metrics you measured to explain all the hard work that you’ve done over the last month or quarter.
It’s great to show your manager that you improved your social media following. You also need to give reports with context. Tell them about what you worked for the brand and what did not, how you changed your strategy, and the campaigns that have stood out most for your company.
Remember, executive summaries are an excellent way to make sure that you are trying all the essential metrics in your ROI report together in a powerful way.
Conclusion: Don't Just Report, Forecast Too
Marketing ROI is something that you need to report continues with your boss for as long as you promote your business. It means that eventually, you’ll get into capturing data, the routine of setting goals and share and what you learn with the right people.
If you want to take value to the next level, you can also consider going one step further by predicting your performance. After a while, you will start forecasting how well you will do in the next quarter based on your experiences. There are artificial intelligence solutions that can help you to do this. It’s easier to show your boss how well you’re performing in line with your predictions for a specific period.
Even if you are not exceeding expectations every month, you can also show your leaders that you have plans to motivate your team to perform competently and positively impact your business and reputation.