Tuesday, 9 of February of 2010

Free Online Webinar: Landing Page Optimization

Learn How Landing Page Optimization Lifted Order Form Entrances for Online Business Supplies Retailer by 210%

Attend this Free online webinar and discover how WiderFunnel Marketing helped leading online printers Overnightprints.com (ONP) to plan, develop and execute a Conversion Rate Optimization strategy. The strategy we recommended and executed included an A/B/n experiment to quickly establish a higher starting point for further optimization.

Wednesday, February 3, 2010 2:00 PM – 3:00 PM EST

Register Here.

Attend this webinar and you could be one of 20 attendees qualifying for a FREE custom landing page evaluation!

WiderFunnel Marketing Inc. is a full-service marketing company and the developer of the industry-first Kaizen Method™ for continuously improving your online conversion rates on landing pages, microsites and web sites.

For great, practical tips on improving your landing pages, check out the WiderFunnel website and read The Six Landing Page Conversion Rate Factors or the Rudder.com case study.

If you really want to have some fun with this, play Anne Holland’s Which Test Won game where you guess which landing page has the better conversion rate, then find out the true answer and most importantly, why.


SEO Case Study: 41 #1 Keywords on Google

SEO Case Studies


Con-Space Communications

Client: Con-Space Communications

Con-Space Communications in Richmond, BC manufactures first responder search and rescue equipment selling to customers working in hazardous, confined spaces all over the world. While they had made a significant investment in their content management system, their website had never been optimized.

After an extensive keyword research process, working with their marketing department we came up with 106 Keyword Phrases to target our SEO efforts. Here are the results:

  • Significantly Improved Rankings for all 106 Keyword Phrases


  • 74% of all Keywords appear on the First Page of Google


  • 43 #1 Rankings including the following:


Audio life detector
Breaching system
CBRNE Response Equipment
Collapsed Building Breaching System
Confined space communication equipment
Confined space communications
Decon communications
FEMA Search Equipment
Find Live Victims
Fire department rescue camera
Fire department search camera
fire department video cameras
Hands-Free Rescue Communications
Hardline communications gear
Hardline communications system
Hardline Rescue Communications
hazmat camera
High Angle Rescue communications
High Angle Rescue Technologies
Industrial Hardline Communications
Life Rescue Locator
Locate Live Victims
Mass Decontamination Communication
Mine Rescue Communications
Push-to-talk Radio Voice Amplification
Rescue Live Victims
Rescue Probe
Rescue Telescoping Probe
search and Rescue communications
Search camera cable probe
seismic/acoustic listening device
SUSAR victim locator
Technical rescue communications
Technical rescue equipment
Two-way voice communications gear
Urban Rescue Camera
USAR Communications
USAR Communications equipment
Victim location
Victim location camera
Victim location system
Wireless handheld video camera
Wireless handheld video camera system


WordPress: How to Add Blank Lines

One of the drawback in using a template website system like WordPress is that you often run into limitations as soon as you want to do anything ‘out of the box‘.

While you might think that a simple task like adding a blank line after a paragraph or an image should be easily done, unfortunately, it’s just not the case.

There are two ways around this. Neither are great. (If you know of another solution, let me know!)

HTML Mode Solution:

Add the following code whenever you want an extra line feed:

<div style="height:25px;"></div>

The height of 25px is approximately 2 line feeds. Adjust it to any number you like.  When you add this code in HTML mode, stay in HTML mode, then Publish your changes. If you switch to Visual mode, the code will disappear.

Visual Mode Solution:

Add a  horizontal image the same colour as your post background where you want the blank space to appear. (In this case, the image is white.)

Below this line there is a white image 25  pixels high with no borders:
spacer_H_25

The above image is causing this line to appear twice as far down as it normally would.

For even more space, here is an image 100 Pixels High:

spacer_H_100

Feel free to use these ’spacer’ images in your posts.

For the 25 pixel spacer, enter the following URL in the Image URL box after you select the add an image icon and the From URL tab:

http://www.smvancouver.ca/wp-content/uploads/2009/11/spacer_H_25.jpg

Use this URL for the 100 pixel spacer:

http://www.smvancouver.ca/wp-content/uploads/2009/11/spacer_H_100.jpg

Once the spacers are in your post, they can  be made  thinner by clicking on the image, selecting the mountain icon to edit the image, and selecting either 60%, 70%, 80%, or 90%.  Then click on the Update button at the bottom left.


WordPress: Adding New Pages and Posts

Adding Posts to WordPress is almost identical to adding pages. The only difference is that you have the option to assign the post to a category. All of the following applies to both Posts and Pages.

When you first login to WordPress you will see your Dashboard which will look something like this:

The left column has all your navigation buttons. Under both  Posts and Pages you have the option to  Edit or Add New. Under the Pages Sub-menu, click on Add New.

This will bring up the Add New Page Screen:

Enter the name of your new page in the thin white box at the top. For example: About , or Services. The larger white box below will contain the text and images for your page.

WordPress has 2 modes for entering text: Visual and HTML. Visual is a what-you-see-is-what-you-get (more or less) mode, whereas in HTML mode you can see and edit the actual HTML code for the page. Simply click on each tab to toggle back and forth between modes.

Button Icons

With only a few exceptions, you should always use Visual mode. The above image is in Visual mode as there are two rows of icons. In HTML mode you will only have one row of icons.

Many of the icons you will be familiar with from using Microsoft Word such as bold, italic, underline, paragraph justification, font colour, indent and bullet list. These can be applied to any text on the page by highlighting the text, and clicking the desired button.

Hovering over the button will give you a brief description of what the button does. Here are the most common buttons you will need to become familiar with:

Read the How to add Images post to learn more about uploading photos to your site.

Block Quote

Block Quote will indent the highlighted text. Exactly how the text will appear on your website will depend on the theme you’ve chosen. Different themes handle block quotes it different ways.

This is a Block Quote.

Adding Links

Whenever you would like to add a link either to an external website, or another page or post within your website, highlight the text you would like to display for the link and click the chain-link icon.

This will bring up a mini-screen where you enter the URL of the webpage you would like to link to. Simply copy and paste the URL (including the http://) into the top box.

The drop down box below labeled Target will allow you set whether you would like to open the destination link  in a new window, or in the same browser window.

My general rule of thumb is to open external websites in a new window, and links to my own website in the same window. Click on the Insert button once you’ve set the target.

Paragraph

This drop-down menu is called Paragraph, but you only need to use it when you would like to format a heading within your page. There are 6 sizes of headings. I generally just use Heading 1 or Heading 2 and just use bold on the regular size text for smaller headings. Different themes handle block quotes it different ways:

Example of Heading 1

Example of Heading 2

As all Posts have a Title, often there is no need for an additional heading. You may wish to add sub-headings to break up a long post and divide it into sections.

Great for SEO

Another advantage of using Headings is that they are more likely to be picked up by search engines than your regular text, especially Heading 1.

Editing Pages

Once you’ve added some content to a new page it’s a good idea to save is as a draft. Pages saved as drafts will not appear on your website. You can sign out of WordPress and come back anytime to continue working on the page.

When you are wish to make changes to previously saved pages, click on edit pages under the dashboard menu. You will then see all your pages listed. Pages listed as draft beside the page title are not visible online. Only pages listed as Published (under the date column at the far right) are visible.

Select the page you wish to edit and hit the Preview button to see what the page would look like if you were to Publish it. Once your happy will your page, hit the Publish button, and the Page will be visible by anyone online.


WordPress: How to Upload an Image

When uploading images to your website, you should make sure they are a reasonable size. Large, high-res image take longer to load, and WordPress with re-size them anyway. Here’s a good rule of thumb for image sizes:

  • Maximum 96 dpi.
  • Maximum Width: 600 pixels (or whatever your column width is)
  • Maximum Image size: 150 kb

There are exceptions of course, like your website header for example. Ofter they are over 900 pixels wide.

Most image formats will work with WordPress such as JPeg, Giff, Tiff, and PNG. PDF’s are handled differently.

Before you upload a new image onto your page, place your cursor where you would like the image to appear. You can move the image later, but it’s easier to place it in the correct spot to begin with.

Hit the Add an Image button and the follow window appears:

Click the Select Files button. Then you will a see larger box with the following at the bottom:

The important information here to set is the Alignment and the Size.

Image Alignment Options:

None: Your image will be left justified on your page. Text above the image will appear above it, and text below the image will be below it. No text will be displayed to the right of the image.

Center: Your image will be centered on your page. Text above the image will appear above it, and text below the image will be below it. No text will be displayed to the right or left of the image. (Some Themes will not allow the Center option.)

Left: Your image will be left justified on your page. Text below the image will be displayed to the right of the image.

Right: Your image will be right justified on your page. Text below the image will be displayed to the left of the image.

Image size Options.

Usually you will select the far right option, as this is the maximum size your image can be displayed. Select one of the smaller options if you would like your image reduced in size.

When you’ve set the desired alignment and size, hit the Insert into Post button.

Editing Images

Once your image is in your post, you can still change the size and alignment. To edit or delete an image:

Click on the image. A mountain icon and a delete icon will appear:Click on the mountain icon and another screen will pop up where you can change the image size and alignment.


WordPress: The Difference Between Pages and Posts

WordPress has two ways of displaying content to your site – Pages and Posts.

Both Pages and Posts can include any combination of text and images and can be added to or changed at any time.  Here are a few of the key differences:

Pages

WordPress Pages are a lot like traditional webpages. They form the basic framework of your website. Unlike a traditional website, with WordPress you can easily add new pages, or change or delete existing pages.

While you can create as many pages as you like to your WordPress site, common pages include:

  • Home Page
  • About US
  • Contact
  • Products
  • Services
  • FAQ
  • Blog

Using short, one or two-word page-names is useful, as more pages can then be listed on your pages menu or Navigation bar (Nav-bar):
nav_bar example

Whenever you add a new page it will automatically appear on your list of pages in your Nav-bar. Simply clicking on an of the Page names will automatically take you to that page.

Like all pages in WordPress, you can name them whatever you like. This page of your website doesn’t have to called ‘Blog’, it can be easily called ‘News’ or anything else.

Once set up, Pages generally stay the same from day to day. The big exception is the Blog Page. The Blog Page is where all your new posts will appear and will change every time you add a new post.

More on WordPress Pages.

Posts

Posts are used to easily add new information to your website. They will appear one after the other on the Blog page with the most recent posts on top.

Your blog is a great place to post any news about your company. You can announce a new product or service, profile an existing client, or point to a link on another website that might interest your readers.

The title you chose for a post is usually longer, and more descriptive than a Page title. This makes it easier for readers to look through your posts and find the specific post they are interested in.

Posts can also be assigned to different categories to group similar post together. You can chose as many categories as you like. This post is listed under the WordPress category.


Free Webinar: Boosting AdWords Landing Page Phone Call Conversions by 42%

For many small businesses, generating a phone call can often be the goal of their Pay-per-Click campaign.

Attend this Free online webinar and discover how WiderFunnel Marketing helped the Saint Jude Retreat House use conversion optimization to lift customer telephone inquiries by 42% as a result of improving the persuasiveness of its paid search landing page.

Wednesday, January 13, 2010 2:00 PM – 3:00 PM EST

Register Here.

Attend this webinar and you could be one of 20 attendees qualifying for a FREE custom landing page evaluation!

WiderFunnel Marketing Inc. is a full-service marketing company and the developer of the industry-first Kaizen Method™ for continuously improving your online conversion rates on landing pages, microsites and web sites.

For great, practical tips on improving your landing pages,  check out the WiderFunnel website and read The Six Landing Page Conversion Rate Factors or the Rudder.com case study.

If you really want to have some fun with this, play Anne Holland’s Which Test Won game where you guess which landing page has the better conversion rate, then find out the true answer and most importantly, why.


Vancouver PPC Case Study

Adwords_logoClient: BC Spinal Decompression

Website: www.bcspinaldecompression.com

Situation: BC Spinal Decompression was running an AdWords Campaign with a small budget. The owner, Travis Meier was managing the campaign himself, and he found it was taking more and of his valuable time. The number of keywords had grown to over 1,100, and Travis wasn’t sure if he was managing the campaign effectively or not.

The Solution:

  • Divided existing campaign into 2 seperate campaigns – one for the Search Network, and one for the Content Network.
  • Switched from Automatic Bidding to manual.
  • Reduced number of keywords from 1,100 to 300.
  • Removed under performing ads.
  • Removed Non-performing websites from Content Campaign.

Results

  • In just 2 weeks running the new campaign BC Spinal Decompression had reduced their Cost Per Click by 27%.
  • The changes brought  37% more visits to their website for the same budget.

If you would like a free estimate on how I can reduce your PPC costs, call Richard Neuman at 604-817-1032 or email Richard@SearchMarketingVancouver.com.


Landing Page Design Tips

A well designed landing page can mean the difference between a Pay Per Click campaign that converts and is making you money, and one that is costing you money. You’ve put a lot of time and energry is designing your campain, now it’s up to you landing page to do its job.

Here are a few basic guidelines to get you started:

Keep it Simple

  • The landing page should have one clear, specific goal
  • Dedicate your landing page to only one product or service.
  • Create separate landing pages  if you have multiple products or services

Provide a clear call to action

  • Tell your visitors what you want them to do.
  • Use a large red or orange button that really stands out.

Be Concise

  • Get straight to the point
  • Make your first paragraph short, no more than 1-2 lines
  • Keep your most important points at the beginning of each paragraph
  • Don’t use more than three sentences to communicate a point.
  • Use bullet points

Writing Style

  • Make it personal to connect with your visitors.
  • Use a lot of You and Your in your text.
  • Use facts and figures instead of generalities.
  • Repeat the search term, or words from your ad on the landing page

Page Design

  • Have a Clear and Direct Headline
  • Include lots of white space
  • Have a Persuasive Message Directly Above the Call to Action
  • Eliminate unneeded Elements
  • Remove all other Navigation links besides the call to action button
  • Important Elements Above the Fold
  • Keep visual effects to a minimum
  • Keep forms as short as possible

WordPress SEO – All in One SEO Pack Plugin

The easiest and most effective way top optimize your WordPress site is with the The ALL in One SEO Pack Plugin.

The ALL in One SEO Pack Plugin gives you full control over your  titles, keywords, and descriptions for each page and post.

Home Page SEO

Once installed and activated, select All in One SEO from the Settings menu.

all_in_one_settings

Check Enabled beside Plugin Status.
As your home page is the most important page in your website in terms of SEO, take some time to decide what your keywords will be and ensure they appear in the following sections:

all_in_one_seo

Title:
This is the most important field in terms of SEO. It’s also the text that appears in the top bar of the browser for anyone viewing the page. Place the most important keywords for each page at the beginning of page title for the greatest impact. As your page Title is also used a s the underlined title in the Search Results, be sure your title is readable and encourages searchers to click through.

Description:
Search Engines use this is the information to display what the page is about in the search results. A good description can also encourage visitor to click through to your site. Any keywords searched with will appear in bold.

Keywords:
While Google has long ignored this field do to misuse, there’s no harm in copying your keywords from the page title into this field and separating them by commas. It doesn’t take long, and some search engines may still use the keywords tag.

Just leave the Title Attribute and Menu Label fields blank.

Hit the Update Option button at the bottom to save your settings.

SEO for All other Pages and Posts

The information entered from the Settings menu will only apply to your home page. For every other page and post, the same boxes will appear at the bottom of the page under All in One SEO Pack.

If you leave the title blank, the default tile will be the name of your post, followed by the name of your blog. For some posts this may be perfectly acceptable, but it’s nice to have the ability to override this whenever you like.