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Answers to Why Your Business Should Invest in SEO

SEO- Answers to Why Your Business Should Invest

At Mac Productions we have been asked this question by many of our clients (before working with us) and so I admit that writing this post is in part a way for me to help explain a question that has so many answers. That said there is a short answer – There is no other form of online marketing that can deliver a return quite like SEO.

This will be a long post so let’s start with an easy step supplied courtesy of Moz, that is to download their well illustrated “Beginners Guide to SEO” – it’s free and will help you if you want to learn more about SEO and why it is so very important today. Here is a link to their post, just look for the red button with “PDF Download” on the right-hand sidebar.

SEM - Search engine marketing

Search Engine Ranking Factors

2013 SEO Ranking Factor Results

Moz’s 2013 Search Engine Ranking Factors presents survey data from over 100 search engine professionals and provides insight into the inner workings of the future of search. The following data represents the opinions of the respondents on the various weighting of factors thought to be used (or not used) in Google’s search algorithm.

As Google does not publish any of their algorithm we can only learn what may lie behind it from experience so who better to ask than those involved in search engine optimisation on a daily basis.

Broken down into 10 sections covering various aspects of SEO this is the most comprehensive survey to date.

Keywords for Search Engine Optimisation

What Are Keywords Used For?


Many people start a website and think it will immediately appear on every search engine that is available on the web.  Those of you who are reading this and who are really familiar in the world of the web are probably suppressing a giggle right now (or just laughing out loud), but those of you who are not so familiar will be sitting there in shock, thinking “you mean that’s not how it works?”.

13 Secrets to Long Tail Keyword Selection

Long Tail

The Long Tail

The phrase the Long Tail was first coined by Chris Anderson in his book The Long Tail: Why the Future of Business is Selling Less of More (2006). I will not be discussing this here so if you want a quick update on all the various aspects and benefits of the “Long Tail” I strongly suggest you look here.

In SEO terms however this is an area that is often, surprisingly, overlooked as people chase after rankings for keywords with a high search volume. Whilst this may be important and beneficial for some industries and niches it is not always the best solution to producing traffic and sales for many niches.

Whilst Amazon is perhaps the best known example of this Long Tail sales strategy we should not forget the the banking and finance business where the most important shift in business model due to the Long Tail has come from the various forms of micro-finance developed. The banks that have followed this strategy of selling services to the low-frequency long tail of the sector have found that it can be a very profitable niche, and one long ignored by consumer banks, making it less competitive.

OK so how do we measure and apply the Long Tail to keywords and SEO?

This is a discussion that could take most of this page however I have been sent a video (see below) by Rand Fishkin (aka randfish) Co founder and CEO of SEO MOZ that illustrates this succinctly and I thought it would be more interesting for my readers to watch that rather than read another 1000 word diatribe. Additionally you could subscribe to Rand’s blog – Anyway without further ado here is the video:


ad metrics social media

Website Metrics You Should Be Tracking

Website Metrics

Website metrics are statistics that relate to websites and their visitors. Different types of data are useful for a website to track and analyze so that it can refine its operations and increase profits or progress toward its goals. Given the plethora of different metrics it is possible to monitor given today’s data tracking and analysis software, it pays to know which metrics are the most beneficial to focus on. The following are some of the most important metrics, and ones website owners should be giving their attention to if they are not already doing so. The science of webometrics (also cybermetrics) tries to measure the World Wide Web to get knowledge about the number and types of hyperlinks, structure of the World Wide Web and usage patterns.


Traffic Sources


The three main categories of sources of traffic for website visitors are: visitors that type in the URL of a site directly, visitors who find a site by way of a search, and visitors that are referred by back links from other sites. The latter could be social media sites, blogs, other websites, forum posts, or anywhere a link may be posted. Knowing the source of visitors is important in knowing which visitors convert the most or perform some other action on the website.




Tracking conversions is important for obvious reasons. You need to know how many times actual sales occur on your site, or a call to action is completed, and the proportion of site visits to conversions. This will allow you to work with increasing the amount of visitors that actually convert.


Bounce Rate


When someone visits a website and leaves after only viewing one page, this is considered a bounce. Knowing the bounce rate, or number of visitors per a certain time period that bounce, is important because high bounce rates mean that your site it not capturing people’s interest and making them want to spend more time. If bounce rates are high to begin with, or increase, it may be time to restructure your content so that it becomes more attractive and engaging to site visitors.


Goal Path and Abandonment


The goal path or funnel consists of the series of steps a visitor takes on your site that lead to a goal being accomplished. Much site tracking software has reverse goal path functionality that allows you to see what steps, in what order, customers took to complete a certain goal. This may be a conversion or some other goal such as registration or completing an opt-in page to receive email. Goal abandonment can also be tracked, allowing you to see who left the goal process and where and when they did so. Both of these are very useful metrics that can lead to a much better understanding of how to lead visitors to conversions.


Value per Visit


Value per visit in the basic sense is similar to conversion rate – it is simply the total value (i.e. sales or goal accomplishments of some other type) divided by the number of visits to a site. However there are other dimensions to value. Someone simply viewing a page or leaving a comment can add value simply because there is increased traffic and interest in a site. So estimate these along with the basic figure to get a better value per visit number and then try to increase the visit value if necessary.

Eric Wyatt writes on social media and internet marketing, focusing on conversion rate optimization and landing page design.

Website Metrics

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