22 July

The AKAs of SEO, SEM, etc.: What do all the SEO Acronyms Mean?

The AKAs of SEO, SEM, etc.: What do all the SEO Acronyms Mean?

Lauren Thurman

By: Lauren ThurmanBayshore Solutions Digital Marketing Team

Take a walk through the Bayshore Solutions’ offices in Tampa, Denver, or Ft. Lauderdale, and you’d probably hear something like “When I updated the content in the CMS and added the CTA, it increased the ranking on the SERPs, increased the CTR, and decreased the BR.” I’ve seen many tilted heads from customers and prospects who walk past my desk wondering what the heck all of those acronyms mean.

 

In the digital marketing industry, we live and breathe acronyms. The most common ones are SEO, SEM and PPC. (Those stand for Search Engine Optimization, Search Engine Marketing and Pay Per Click for those who don’t know. Read more on those here.) In this day and age, and in order to keep up with Google’s ever-changing algorithms, who has time to say “Content Management System” when you can simply say “CMS”?

So what are some of the other important digital marketing acronyms and how do they affect a company’s marketing results and strategy?

1.    What is GA?

Google Analytics – It’s the best relationship you’ll ever have. By attaching Google Analytics to a website, you can view the analytics from a certain time frame, pull top traffic sources, as well as measure conversions, sales and much more! – and the GA tool is free.

2.    What is a CMS?

Content Management System. This is a software program used to edit and publish website content. Many companies like the ease of being able to edit a webpage themselves versus submitting a ticket to a website provider. By having a website built on a CMS, it allows for SEO keywords and meta data to be easily added to the back end of the website – without requiring the skillsets or costs of a web programmer.

3.    What is HTML?

Hyper Text Markup Language. This language has many tags written to depict the font, color, images and hyperlinks of a site. Web browsers such as Google Chrome, and Internet Explorer read HTML documents and compose them into visible pages that a user sees.

4.    What are SERPs?

Search Engine Results Pages. A company’s SERP ranking will be the difference between success and failure. By landing high on a Search Engine Results Page more customers will see your website and the website will gain traction.

So how can a company rank high on the SERPs? Contact Bayshore Solutions!

5.     What does CTA mean?

Call To Action. These would be buttons or content on a website to get a user to take action. Examples are “Contact Bayshore Solutions today for a Digital Marketing assessment!” or “Learn More about website design from the Bayshore Solutions team!” Adding CTAs on a website has proven to increase CTR, form submissions and phone calls.

6.    What does CTR stand for?

Click Through Rate. In order to measure the CTR of a particular link, take the number of visitors compared to the number who clicked on that link. This can be used in SEO, SEM, email and PPC strategies.

7.     What is a CPC?

Cost Per Click. This is an acronym associated with PPC marketing. A Max CPC is the dollar amount set by an advertiser that they are willing to spend every time a user clicks on an ad. An Average CPC is the actual price that a company is charged per click. This number will always be less than the Max CPC.

Learn more about how a PPC strategy can deliver cost-effective and immediate results to grow a company’s business.

8.    What is a BR?

Bounce Rate. This is a website analytics metric that describes the percent of visitors to a website or a web page that enter, then “Bounce” off of the site, without viewing any other pages. In many cases this can be interpreted as a “First impressions fail.”  The visitor was not enticed enough by what they found on the landing page (a.k.a. LP) to stick around and click further through the website. This is a metric that businesses want to minimize, relative to what is normal for their specific industry or website purpose.

9.    What do WOW, MOM and YOY mean?

Week Over Week, Month Over Month and Year Over Year. These acronyms are often used to present changes in numbers over the designated time frame. WOW and MOM tend to show more extreme measures, as they are affected more by timely events such as website visits over a holiday weekend, coupon code influences on ecommerce websites, etc.

 

This is just an introduction to the various digital marketing acronyms that are being used in our industry on a daily basis. To learn more about how your business can grow using some of the tactics represented by the acronyms above, contact the Bayshore Solutions team!

P.S.: Pop Quiz — How many CTAs were there in this post?
Lauren Thurman is a Digital Account Manager at Bayshore Solutions—a Web Design, Web Development, and Digital Marketing Agency.

17 July

8 Lessons From SES Atlanta

8 Lessons From SES Atlanta

Andy Morris

By: Andy MorrisBayshore Solutions Digital Marketing Team

Bayshore Solutions recently attended SES (Search Engine Strategies Conference & Expo) Atlanta where leaders in the digital marketing industry discussed SEO and paid search tactics as well as ways to measure campaign success. Here are 8 major takeaways from the conference that can be applied to marketing and website development efforts

1. Local doesn’t mean what it used to:

The notion of “Local” SEO is changing as technology grows and attempts to make our lives easier. Local isn’t just a specific pinpoint on a map anymore. Local means where a business or location is in relation to me as I’m driving in my car, in my drive way or at my office.

2. If you aren’t marking your websites up with schema data, you’re going to get left behind.

“Mark that stuff up or we’ll pick your competitor first,” said the conference’s keynote speaker and Bing senior product manager Duane Forrester. Schema data allows search engines to find important information about your business faster to deliver relevant, timely results to searchers. Investing the time to ensure that your site includes schema data is no longer just something to consider and should be a no-brainer.

3. Pausing your SEO efforts until after a new, redesigned site launches could be costly.

 This is a decision that happens all too often, but can have a dramatic impact on your website.  “We are going to wait until the redesign is complete before we work on SEO.” That’s not a problem, unless you care about user experience, traffic to your site and generating and saving revenue.  Most internet sessions begin with a search engine. Even if you take all the necessary search engine friendly steps before launching a site, you are still likely to see a brief dip in traffic.  Involving the SEO team early in the website redesign process is key for planning how the website is built to ensure positive organic traffic results.  In addition, the SEO activities done prior to launch will pay dividends after the site is live.

4. Negative SEO is a bigger problem than ever.  

Topher Kohan from Rockfish mentioned that several of his clients are facing the challenge of competitors paying for bad links to be sent to his clients’ websites. Using tools such as Webmaster Tools to monitor your site on a regular basis is vital to discovering these issues and handling them before they negatively impact the website.

5. Think about remarketing and retargeting as more than just a way to follow potential customers around the web. Develop a sophisticated buyer journey to guide them through the awareness, consideration and purchase process.  

Developing an understanding of your audience and learning what motivates them to make a purchase decision will result in better targeted campaigns with higher success rates. As the web grows to become more and more personalized, if you aren’t speaking directly to your target audience, then your ads and messaging is just clutter to a user.

6. There is more pressure than ever to deliver verifiable SEO traffic analysis despite the search engines providing less information to marketers now.

 Keyword rankings and general traffic figures are no longer effective measures of SEO results.  The dreaded “Not Provided” has nearly reached 100%. However, through controlled testing with your SEO strategy, it is possible to develop projections of SEO results for specific pages and sections of a site in order to understand the total impact.  In addition, adding subfolders of your site as separate sites in Google Webmaster Tools will allow you to see more specific data about that section of the site to better understand the organic traffic.

7. Paid social content should be about serving and not selling.

We’ve all heard that organic reach for Facebook content will continue to decrease, especially for brands. How can you break through the noise? Amplifying your content marketing through paid social will help you reach those users as well as target them in a highly sophisticated manner. But paid social content should not just be “Buy this Widget!” Paid social content should be informative, unique and interesting to a consumer in order to encourage them to click your ad and continue to your website.

8. Psychographic targeting helps find better qualified customers and promises better return for your efforts.  

The ability to target and segment Internet users through psychographic data is available on many digital advertising channels, including Facebook, Google, YouTube, Twitter, LinkedIn and demand-side platforms.  Precise targeting allows you to spend your advertising budget more efficiently and effectively.  Instead of showing your ads to everyone in an entire city, you can target someone of a specific gender and age with a certain income level.  You can narrow that group even further by their hobbies, interest, technology they use or vehicle they drive. Taking your advertising to this level will result in better user engagement and higher return on investment.

 

Learn more about how Bayshore Solutions’ expert digital marketers can help you stay on top of these trends and deliver search marketing results that grow your business.
Andy Morris is a Digital Account Manager at Bayshore Solutions—a Web Design, Web Development, and Digital Marketing Agency.

14 July

Engagement is Key to a Great Relationship with Your Digital Agency

Engagement is Key to the Relationship with Your Digital Agency

Jay Wiley

By: Jay WileyBayshore Solutions Vice President

Toward the end of every year the leaders of Bayshore Solution start to create and define the strategic direction for the upcoming year. We talk to our team members and customers, form committees, research other agencies in our industry and discuss with our peers. The underlying theme this year was “Story”. How do we tell the right story with every project, partnership or campaign?

In order to develop this story process we have started to define our own story. We created a playbook to illustrate our story that will be used internally to educate our co-workers and even potential customers on everything that is Bayshore Solutions.

The interesting thing about the exercise is that it paved the way for us to start thinking about how we can better relate to our customers. I believe the key is engagement. Not only for our own employees but also engagement with our customers. Taking an interest in their business, getting to know them on a personal level, touring their facilities, involving the entire team from start to finish help create the engagement that transitions our relationship from a vendor to a partner.

How do we do this?

  • We’re Enthusiastic! We align team members with similar interests or who utilize our customers’ the product or service. The excitement and enthusiasm for your success becomes personal and shows through to your customers.
  • We Listen. We strive to kick-off all of our projects with what we call an “Envision” phase. Envision is basically where we find out about the business and the customer by asking questions and documenting requirements. This work also helps identify potential challenges with the project and allows us to brainstorm and come up with the best possible solution. We talk to our partners about their business, identify their goals for the project, and then generate ideas and create campaigns that are aligned with their vision.
  • We Communicate. Constant communication is key. During the course of every engagement there will be opportunities for mis-communication that if not addressed, can cause frustrations. It is our feeling that communication needs to be continuous, concise and easy to understand and, whenever possible face-to-face. We are always focused on improving our process to engage in personal and effective communications.
  • We Deliver. We live by the principle, ”Do what you said you were going to do.”
  • We Celebrate. We celebrate our partner victories by communicating new site launches or successful marketing campaigns through our media and social media channels, by creating great case stories to showcase successful results of our efforts, and by submitting the websites we’ve partnered to create for various web award evaluation and recognition. We present website design and development customers with a full-color plaque illustrating their website launch and, of course extend congratulations and site launch support.

If you would like to experience such personalized expertise with your website and digital marketing, please contact us and we can start an engaging and successful relationship.

Jay Wiley is a Vice President at Bayshore Solutions—a Web Design, Web Development, and Digital Marketing Agency.

7 July

Marketing Automation – Where to Get Started!

Marketing Automation – Where to Get Started!

Ian Dyer

By: Ian DyerBayshore Solutions Vice President

If you are responsible for lead management including the delivery of quantity and quality leads to your business, then you are familiar with the ageless disagreement between marketing and sales on lead quality. Given this, A key way for marketers to improve their effectiveness is through lead nurturing campaigns.

This means taking great care to educate and stimulate leads that have entered the top of the funnel to a defined point of “sales readiness”. An often overlooked segment of this audience includes current customers. Marketers that are effective at implementing lead nurturing will begin to leverage marketing automation tools (such as Marketo, Pardot, Eloqua, MakesBridge, etc.) to take their programs to the next level.

With the ability to score leads, create buyer profiles, define lifecycle stages, and deliver relevant content at the right time, these tools allow marketers to empathize with the buyer’s journey. Through automated technological processes these next-level tools will enhance the effectiveness of your lead nurturing campaigns.

This being said, these tools are secondary to an effective digital marketing presence. Without first demonstrating a solid digital strategy your efforts to automate will be wasted. This begins with an effective website that aligns the story of your company with your unique value proposition targeted to your customer audience.

Today’s audiences are seeking immersive experiences that are highly visual, social, current and just plain enjoyable. Ask yourself:

  • What absorbs your attention?
  • What in a day holds your attention longer than most?
  • What questions can you answer for your target audience that they might not have considered?

It is essential to Design your core web presence from the blueprint of digital strategy keyed to thorough knowledge of your audiences. Building with device inter operability, a flair for the visual, and web best practices such as clear calls to actions, will provide the results-provoking experience that support a healthy marketing automation lead nurturing program. When this is done correctly, you will have yourself a win and many more wins to come!

Bayshore Solutions will develop your digital brand story into series of experiences as seen through your customer audience on your website. Your website and digital campaigns will seek to distinguish you from the competition, present your brand in the proper offsite digital channels, and streamline your marketing programs through structured lead management strategies. With accomplishment will come growth; and with growth… effective automation through technology.

To learn more about how can help you successfully prepare for and execute effective marketing automation, contact Bayshore Solutions today – we help our clients sell more!

Ian Dyer is a Vice President at Bayshore Solutions—a Web Design, Web Development, and Digital Marketing Company.

18 June

Responsive Web Design Revisited

Responsive Web Design Revisited

Derek Prospero

By: Derek ProsperoBayshore Solutions Design Team

 

Now that we’re living with responsive web design every day, what should we understand?

 

By now, many people have experienced a responsive website, even if they don’t know it. These sites have layouts that shrink and stretch to best accommodate the many kinds of display. Great, right?

responsive Web design
For a brief time, after the smartphone but before the tablet, businesses would build two websites: a regular one, and a mobile one. In many ways the mobile one behaved like a primitive app, developed separately from the main website and displaying only a fraction of the content. This sufficed, and it allowed some unique tracking opportunities, but it also required maintaining two different sites with two different sets of content. Keeping them consistent was a chore.

Responsive sites solved this, allowing for a single presentation of flexible content. So, are there any downsides to a responsive site?

You could argue that responsive templates have homogenized the standard layout. In days past, when 90% of the world was viewing the web using only 2 or 3 different resolutions, you could design highly elaborate and custom layouts “to the pixel,” where every detail and placement was subject to tight control. With a responsive site, elements are often fluid, and changes in browser size will eventually snap to a new view. As such, responsive layouts tend to follow certain geometries that collapse evenly and gracefully.

While this may seem a drawback, the benefits of having your content easily accessible on any device is hard to argue against. While the loss of control is felt in some areas, the emphasis on your content remains the same (and even more important): quality and clarity. Modern layouts aim to “get out of the way” of the content, providing maximum screen real estate for the information visitors have come to find. As screens continue to diversify, the demands of responsive layouts will increase. New technologies on the horizon— such as flexible and foldable displays— will require more scalable content architectures. And as browsers evolve, so too will the creative options.

 

We are currently looking for ASP.NET developers to work on responsive design projects for a variety of clients. Apply today!

 

We learn more every day! Contact us to learn how we can apply our expertise to designing and developing the best website for your business.

Derek Prospero is a Senior Designer at Bayshore Solutions—a Web Design, Web Development, and Digital Marketing Agency.

WEB DESIGN

Excellent Design.  Engaged Visitors.

The Tampa Web design firm Bayshore Solutions creates original engaging designs, integrating your business vision into a stimulating website with calls to action that convert. See why Bayshore Solutions Tampa Web design firm is a multiple award winner. 

learn more

WEB DEVELOPMENT

Expert Development.  More Conversion.

Bayshore Solutions knows return on investment means clicks that create customers. Our Tampa Web development team blends function with form in a user-friendly environment. Discover how Bayshore Solutions can make your website a gateway to increased profits. 

learn more

WEB MARKETING

Effective Strategy. Lead & Sales Growth.

Bayshore Solutions Web Marketing Tampa executes best strategies in SEO, PPC, social media and more, that align with your business goals and drive targeted leads to your website. Find out how our Web Marketing Tampa team delivers results. 

learn more