Author: Joseph Schaefer, PhD

Master Joe, Kung Fu Conversions

The ultimate lead conversion secret is that there is no single ultimate conversion secret. Each conversion strategy has to be as different as the core product itself. Just like martial arts, you cannot know precisely what your opponent will do, you can only accommodate to their attack and counter within the accommodation to create the smoothest and most certain victory. Since your countering strategy allows for them to do what they want, you cannot be stopped. In the website world, your prospect has two primary needs and the moment they hit your website they are looking to fill both of these needs.   NEED #1 - Long-Term Needs Back to the website world. The long-term need is for your product or service and the benefits that come from using it. If they don’t see evidence that you indeed offer a solution to their...

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Marketing is easy

Prior to the internet, we pretty much called all forms of marketing exposure advertising. However, directories like the yellow pages were actually the first types of “Search marketing.” I remember when my business decided to drop the Yellow Pages in 2004. My yellow page rep warned me of the dire consequences. I, in turn, warned him to get for retirement as quickly as possible cause the yellow pages only had a few years left. Now here we are 14 years later, and you can count the ads in an entire yellow page category on the one hand. Of course, the way this advertising worked was that people came to the YP for information about available options to satisfy their needs, searched by category and hopefully they saw your advertisement in the process. If you wanted more exposure, you just needed...

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Secret Sauce for Email

After ten years of email marketing, over 100,000 million emails later, one guiding principle emerges as the most important for getting emails opened. However, getting emails opened is only the first hurdle in your email marketing race. Of course, your prospects will need to read the email (at least the headline) and then click to take action. Finally, they arrive at some landing page or website, and the final tumbler slips into place (or not). Like mirrors directing a laser beam, four crucial elements must align for overall success, email subject line, email headline/content, call to action, target website elements perceivable in the first 5 seconds. You can get the highest possible open rate with a magic subject line but if it isn’t relevant to the content of the email then they won’t click. If the target website isn’t an...

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SEO Hack

One of the most important SEO hacks involves controlling the way that “link juice” flows in your website. Link juice is the term SEO people use to refer to how Domain Authority moves through a link from one page to another. One of the most important concepts about Domain Authority (DA) is that each page on the internet is measured for DA as a separate entity. Each page has a DA that is constructed from the pink profile leading to that page. Those links can come from the home page or other pages on a website, or they can come from outside the website. If the links from the home page to an internal page then, of course, the DA of the home is the upper limit of the link juice that can pass to any internal page. Websites cannot, therefore...

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Have you ever heard that old joke, what do Chinese people call Chinese Food? The answer is they call it “food.” In other words, digital marketing will be “gone” from our lexicon because we will just refer to it as “marketing” since it will dwarf all other efforts.   The channel will disappear from the conversation as our marketing integrates seamlessly across every possible online touch point for our brand. Rather than this creating a renaissance of empowered entrepreneurs taking charge of their own marketing, the opposite will occur. There is an illusion of DIY across these platforms, but it is similar to the laws being printed in legal books. We can all research the laws in these books, but it would be dangerous for non-trained individuals to think they can read the laws and then go head to head with professionally...

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SEO in 2018

The first thing that's different about 2018 than previous years is mobile, mobile, mobile.  You need to be 100% mobile ready. Make sure your website is a hundred percent ready to go.  Anything that's on your desktop site needs to be live on your mobile site.  You need to have fast page speed. You need to be thinking about how users want to interact with your website on mobile because that is gonna be one of the most important things for 2018.   The second thing is an excellent user experience.  Now with Rankbrain and the general Google algorithm, Google is looking much more at user experience and how people come to your site.  Do they stay there? Do you have a good click-through rate? Do they like the intent? Make sure you're continually refining your site and making it better to...

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SEO dice roll

Whether your website is established with a long history on the internet or brand new out of the box, you need to understand SEO in order to be found by the audience you hope to reach.   The vast majority of all online experiences begin with a search and the majority of those searches are in Google. First, it is an absolute fact that less than half a percent of searches go to the second page of Google search. So when you consider that there only 10 organic listings on page one, 3 to 4 map listings and 7 or so paid ads, this is a high stakes game. Indulge your imagination for a moment as to just how many websites are out there selling your exact service and how each and every one of them wants to be found on page...

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SEO Building

Don’t Let The SEO Trap Catch You The SEO trap happens when you are using techniques and strategies that worked even a year ago. The Seo stuff that was tried and true a few years ago would send you to page ten or worse now. The trap is thinking that things never change and that all the SEO whistle-blowers are worried for no reason. Real SEO Takes Time; There’s No Sprinting For SEO As a business, you need to understand that SEO is a marathon, not a sprint. Don't be in a hurry to rank higher, when you do you will be tempted to try some of the Blackhat SEO Tactics. You'll look for tricks and hacks that will get you there faster. This will result in disaster, remember the lesson of the tortoise and the hare. Honest search engine optimization doesn't happen overnight. The companies that...

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Local Citations for SEO

What is an SEO Citation? A citation is a mention or listing of your business's name, address and phone number otherwise known as your NAP. Google uses these references to your business, just like a backlink when evaluating the authority of your company’s online presence. Where they differ from links, the citations don't have to have a direct link to your website in order for you to get credit for them When it comes to SEO, a Local Citation is when your company is mentioned on other websites and other places on the Internet. Local citations factor in significantly in helping you to rank do well in local search results. In these citations, your business listing contains your business Name, Address and phone number (NAP) along with other details. There are a lot of websites like Yelp, Facebook, Mapquest and Yellow Pages where...

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PPC vs SEO

In today’s world, the search engine is a powerful force. In fact, a study by Jupiter Research found that 81% of people find the websites they are looking for through a search engine, rather than directly going to a website’s URL. And for companies and businesses, this means that being easily visible on a search results page is crucial to success. For this, most companies turn to search marketing, which comes in two forms- Pay Per Click ads (PPC), and Search Engine Optimization (SEO). But the struggle for a lot of companies is figuring out which method of search marketing is the right one. Crowded Space PPC advertising involves up to four sponsored links at the top of the page, as well as the three sponsored ads on the bottom of the page. Things can get a little crowded on the Google...

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