Ranking, Link Building, and Google Analytics

I learned so much this week. First, I really enjoyed the assignments on link building. I had no idea that back links affected SEO so much and it was good to read about how to build quality links. I think the best way for me to build links is to reach out to colleagues in the industry and ask them to share links. I can do this now as my business starts and I can do it in the future for special occasions or new products.

I need to start to build relationships with others in my field through social media and forums. It also seems that it would be an excellent idea to add a blog to my website where I write articles or tutorials that can be more appealing to link to. Links can be shared by colleagues on their websites (and I will share their’s) and on reputable directories.

Second, I found woorank to be really enlightening. It will take me quite a bit of time to go through all their suggestions to really optimize my website, but the first 5 I chose to focus on were including metadata, optimizing images for faster load times, integrating social media on my website, fixing some broken links, and including a blog page (as mentioned above).

Finally, I got to play with google analytics a bit more. I was rather surprised to see that I have been averaging almost 50 visits a day and my bounce rate isn’t too terrible either considering the small amount of products and content available on my site. I am excited to try setting some goals and see what I can do to improve my site.

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Social Media Optimization

This week I developed a social media strategies plan. I really appreciated the discussion board about how to use social media because I had not thought about all the ways I could use social media to promote my business. I like all the ideas about giveaways, competitions, and interaction with the customers. It helped me to see that I can do much more than simply share my website and products.

That being said, I think for now that is what I will start with. I do not have a lot of extra time to put into a major social media plan. For now I think the most I can do is simply share my stuff and hope others will share it too. In the future, when I have more time (aka not in school), I will devote much more time to social media and connecting with my customers and colleagues.

Landing Page & SEO

This week I worked on improving my landing page and learned about SEO.  I feel like the best thing I can do to improve my landing page is simply to add more product and continue creating new product. To improve my website overall I need to add better descriptions, complete my about page, and my contact page.

I leaned much about SEO. Several of the articles I read were very helpful (https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization and https://www.youtube.com/watch?v=hF515-0Tduk&feature=youtu.be). Of course the use of keywords throughout your website is very important, including in page titles, headlines, and content. I was surprised to learn that image alt tags are also very important as well as your website’s metadata. Another very important part of SEO is the number of incoming links. Search engine use the number of incoming links as an indication of the relevance and value of your site.

Adwords Campaign

I created and launched a google adwords campaign this week. I am excited to see how it performs and learn about improving it. I decided to focus this campaign on birthday cards since I have the most product in that category and birthdays are a year-around event. I was careful to use the same keywords in my ads and on my landing page. I used the keywords in the name of my products as well. The ad link also takes the customer directly to the birthday category page rather than the general shop page.  Hopefully all these things will help my ads perform well, but I am sure I will learn more as we go along to help me improve the experience for my customers.

Quality Score and Analytics

This week I learned about quality score and google analytics.

The Google Adwords quality score helps to evaluate the effectiveness of your ads and landing page. Scores can be improved by using the right keywords and by using the same keywords in your ads and on your landing page. A landing page should show the customer what was promised in the ad. Unifying everything with the same keywords will create a better user experience and improve your quality score.

Google Analytics is a fantastic tool to help you understand your visitors and customers. It shows you how many visitors you get. It shows you how they move through your website. It shows the keywords your visitors are looking for and where they come from. It also shows you a bounce rate which is a representation for how much time visitors stay on your website. Of course you want your visitors to stay on your website longer.

Google Ads

I wrote up a couple of Ads for my google ad campaign this week. It was fun. Here is one of them…

Hand Lettered Birthday Card – Make your Loved One Smile with a Personal Touch
www.foxparkpaper.com/shop/
Shop now for a handmade high quality birthday card for the special person in your life!

After doing keywords last week, I already had some categories in mind and I simply started creating ads for the different categories. I also look forward to doing ads for different seasons and holidays. I love that I can do different campaigns, that goes perfectly with my desire to do holiday and seasonal cards. I can begin promoting different holidays at appropriate times.

AdWords Campaign

This week we set up a Google AdWords Campaign learned about what makes good keywords and what makes bad keywords in an AdWords Campaign.

Good keywords describe what you are trying to sell. They are broad enough to encompass the full vocabulary surrounding the product but exact enough to grab the attention of the target audience.

A bad keyword could be too broad or too exact. If it is a long descriptive phrase it is too exact and few others will find it. But if it is too broad than you will garner the attention of many who are not even looking for your products and will not buy your products.

When brainstorming about keywords, I started with a very broad term and then got a little more specific creating themes and categories and continued with more and more specific keywords (phrases really). By doing this I could see the entire spectrum of keywords from too broad to too specific and could select the middle ground keywords that I felt would be best.

The Keyword Planner is also very helpful with this since it suggests dozens of keywords and phrases that are similar to the keyword you placed in the search. You can also sort the keywords by relevance and popularity. I found it interesting to toggle between the two settings. Relevance of course is important to make sure you are targeting the right audience, but I found popularity to also improve my knowledge of the market. Although those keywords may not be the best for me to use in this round of ads it can help me plan future products and ideas.