What’s the Word? The Importance of Keyword Research

With a reported 1,025,109 known words in the English language, trying to find the right thing to say and the right way to say it can be quite the challenge. Keyword research is the first and most crucial step in developing high quality on-page content. Keyword research can help you to streamline and cater your written content in a way that reaches and resonates with your customers and allows you to place higher on search engine results pages.

Why is keyword research important?

  • Allows you to discover which words are frequently picked up by search engine algorithms
  • Enables you to enhance your customer’s experience by creating appealing written content
  • Helps you effectively speak your customer’s language as they peruse your site

Where do I begin my research?

The web is full of keyword research tools that provide statistics for the search volumes of keywords and related phrases based on a specific industry as well as generate new ideas for related keywords. Employing these resources such as Google Adwords or SpyFu provide valuable insight into answering the following questions:

  • What are customers looking for?
  • What keywords are customers most likely to use in search queries?
  • What words or phrases are the most effective at producing results that include your webpage?
  • What keywords are your competitors employing?

Keyword Research

The first step in beginning your research is to create a seed list, or a long list of one to two word phrases you THINK describe your website’s product or service.

Once you have this list generated, you can employ the tools provided by Google Adwords or another research tool to expand and build on your list.

Using Keywords in on-page optimization

Incorporating high-quality keywords into your website creates credibility in the eyes of Google’s Googlebots and allows webpage users to easily identify relevant information. Believe it or not, Googlebots don’t just take into account what words comprise page-content, but also how content is presented and organized.

No matter how effectively they employ keywords, long paragraphs of text rarely impress website viewers or Googlebots. People rarely read site content word for word and instead quickly scan the page searching for keywords that point out relevant information.

To help speed up this process for your users, your website should employ keyword rich features that promote content organization and website hierarchy such as:

  • Headers
  • Headlines
  • Subheadings
  • Navigation menus
  • Succinct Paragraphs

How NOT to use keywords for on-page optimization

In the past, websites would flood their pages with keywords in an attempt to increase search engine rankings. Google soon caught on to these sneaky tactics that comprised what is known as Black Hat SEO and now discount the credibility of webpages that suspiciously repeat the same word multiple times.  To maximize the incorporation of keywords into your webpage focus on the quality of your content and webpage structure by incorporating keywords for the benefit of your customers instead of trying to outsmart the Googlebots: they will always be two steps ahead of you.

Helpful Resources

Choosing the words that are most effective in capturing and retaining the attention of your customers can be a difficult task. Keyword research will ensure that your content is targeting the right market and engaging customers with your product. To generate new keyword ideas, try checking out these FREE keyword research tools.

WordStream
KeywordSpy

Search Engine Optimization 101

What is it?

Search Engine Optimization, or SEO, is a collection of tactics and strategies that when used correctly, can help your website rank closer to the top of search engine results.

Why should I do it?

According to a 2013 study conducted by Chitika, an online advertising network located in Massachusetts, a webpage ranked number 1 on a Google results page receives a whopping 32.5% of total traffic;  the webpage ranked 2nd receives a respectable average of 17.6%. As would be expected, the percentage of traffic decreases the further down the results list a webpage appears: a page ranked number 11 on the elusive “page 2” of Google’s search results receives a measly 1% of all traffic.

Ranking high on a list of Search Engine results generally leads to increased webpage traffic, higher conversion rates, and an expanded pool of potential clients, all of which translate to more business for your company.

How do search engines work?

GooglebotIn order to provide “Googlers” with the most relevant information, Google uses a complex set of algorithms in order determine a website’s rightful standing in search engine results. These algorithms are calculated using information collected by their “Googlebots”, which continuously “crawl” the web searching for website features that indicate high quality information that best relates to a user’s search query.

How do I Optimize?

The terms “algorithm” and “optimization” conjure thoughts of complex calculations and formulas replete with symbols and letters that are better left out of the number system: simply hearing these words can ricochet you back to the dreadful days of college calculus. While the methods for determining search rankings are mathematically complex, optimizing your website’s search rankings is feasible for any business and doesn’t require in-depth knowledge of mathematics.

Thorough keyword research and on-page optimization are just two basic but powerful strategies for optimization and are crucial starting points for any webpage delving into the world of SEO. In the coming months, MABU will be exploring the finer details of these two strategies and how they work together to produce high quality content.

The Number One Rule of SEO

People using search engines are hoping to discover information that meets a need or answers a question; it is Google’s job to explore the web and suggest possible resources for finding that information

While Search Engine Optimization is a key principle to keep in mind while designing your website, your page’s content should ultimately be designed for the purpose of satisfying your customers, not to appear first on Google’s search results. Search engine optimization simply helps provide Google with the tools necessary to suggest your page’s content based on a user query; it is your job to deliver on that suggestion.

Webpage Design Trends in 2014

For the average consumer, the concepts of using a phone book to find contact information or a catalog to place a product order have long disappeared: websites have become the go-to place for information and allow companies to maintain leverage in today’s business world. Businesses that fail to harness the marketing power of a superbly designed, aesthetically pleasing, and up-to-date webpage are placing themselves at a huge disadvantage in today’s cut-throat market. The world of webpage design experiences notable trends from year to year and in order to maintain a competitive advantage, businesses must be in the know about “what’s hot” in the world of web design.

For 2014, be on the lookout for:

  1. Simplistic layouts and color schemes
  2. “Flat design” to portray graphics
  3. Responsive webpages

Less is more: The Value of Simplicity

Simplistic color schemes and basic but functional layouts have taken center stage in web design. With so much information floating around on the internet, keeping things simple help individuals weed out stylistic clutter and access important information. In addition to flat design, a major player in today’s simplicity trend, websites are using features such as slide out menus and minimal text with a greater focus on images to keep things short, sweet, and succinct.

Flat Design vs. Skeuomorphism

Flat DesignThe concept of “flat design”, a minimalistic way to portray graphics, has recently gained popularity and directly contrasts the design style of “skeuomorphism”. Skeuomorphism aims to bring ordinary objects to life through the use of shadowing and 3-D techniques while flat design takes a more symbolic approach by representing graphical objects simplistically.  The differences between the two design approaches are easily observable in comparing the look of Apple’s iOS6 and iOS7 software. iOS7, which was released in September 2013, uses flat design to portray Apple icons functionally and honestly as opposed to ios6, whose skeuomorphic design portrayed graphics realistically and ornately.

Responsive Web Development: A focus on mobile

In today’s fast-paced world, people have the capability to access the internet from phones, tablets, or other portable devices: webpages can no longer be designed with the assumption that they will be accessed from a full-sized computer, which led to the concept of responsive web development. This concept evolved out of necessity; webpage content that is of appropriate size and specificity for a desktop may not function well with a cell phone. Responsive web development remedies this problem by automatically detecting the method through which you are accessing a webpage and adjusting text size, font, color, or content accordingly to best complement your device.

Designing a web page that is both appealing to the eye and provides viewers with readily accessible and pertinent information is no easy feat. While the design of your webpage is a personal preference, you may find it advantageous to employ some of the key trends in webpage design for 2014 that focus on simplicity and functionality. We live in a society that thrives on instant gratification. Having a webpage that distracts customers with flashy colors, ornate embellishments, and paragraphs of texts may cause you to lose viewers, or worse: go the way of the phonebook and catalog.

4 Ways to Amp Up Your Marketing in 2014

2014New year, new beginnings, renewed intentions. Sound familiar? This year, make a resolution that will give you a bigger bang for your buck. Streamline your digital marketing efforts and make this the year that you reach your organizational goals.

1. Dig into the data. Nearly everyone sees the benefits of Google Analytics and digital marketing data, but more hits and “likes” doesn’t necessarily translate to more customers. If you are seeing your digital data numbers grow but they aren’t translating into sales growth, it’s time to get a plan, set goals and measure your marketing effectiveness. Make sure your digital marketing efforts are tied to your overall marketing goals.

2. Hone in. Who is your target market? If you answered “Men and women ages 25-54”, then you need to tighten your marketing scope. Know who your primary customer is, which may include age, gender, geography, education level, income bracket, hobbies, if they have children/pets/snowmobiles/lake cabins, you name it. A tight definition of your target market (and secondary market) will help you hone in your marketing strategy.

3. Get visual. Do you have professional-grade images of your business, your staff, your product or service? What about a video that tells everything your prospective customer needs to know about you a minute or less? Consumers respond strongly to digital imagery – make sure you are using photography and video to your advantage.

4. Be responsive. Does your website respond appropriately to mobile devices? To check, if you are on a desktop, pull in the corner of your browser to a smaller screen. Does the content placement shift around? That’s a responsive site. Go ahead, try it on this screen – this blog site is built responsively, so you can see how the content layout changes for different screen sizes. Mobile is quickly outpacing desktop usage – make sure your customers have a positive experience on your website when using smartphones and tablets.

A MA-BOO Halloween

The MA-BOO crew came up with another round of great, creative costumes this year. We welcomed a scarecrow, a huntress, a Ninja Turtle, the Sesame “Streets” duo, Laser Cat, Despicable Me minion, Chiquita Banana, Miss Demeanor, and Kaylee Frye (Firefly‘s mechanic). We had a wonderful potluck lunch and some great laughs for the photo shoot.

Be sure to stop by our Facebook page and vote for your favorite costume by tomorrow at noon. A prize (or at least year long bragging rights) will be bestowed to the winner!

Remember the MABU Halloween costumes of the past? Check out 2012, 2011, 2010 and 2009

Now as always, enjoy a few more photos from the day.

 

End of Summer Potluck

We had one last “Hurrah!” for summer today before the leaves start to fall and the days start to cool. Tasty potluck treats and a bean bag toss tournament made for a great afternoon. Congratulations to the winners, Jamie & Mike/Kelly (we had a last minute roster change/guest appearance by Kelly)!

Enjoy some photos from the afternoon.

 

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Bean Bag Toss Tournament

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Cecil, Annette and Jamie

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Derek & Laurie

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Derek & Cecil

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Score keeper Kelly

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Laurie, patiently waiting for the next round to start

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High Five!

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Enjoying a little dessert

Bean Bag Toss TournamentIMG_3304_Cecil, Annette and JamieIMG_3319_Derek & LaurieDerek & CecilScore keeper KellyLaurie, patiently waiting for the next round to startHigh Five!Enjoying a little dessert

Is Handwriting Becoming Extinct?

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166521087(1)As communications professionals, we’ve seen a lot of changes in how people exchange information, moving from manual to digital. Certainly digital communications creates efficiencies, but does our new reliance on technology put the “art” of communication at risk?  When we share snippets of texts as short and efficient as possible instead of looking someone in the eyes and taking cues from tone and body language, what are we losing?

Martha Stewart’s Living magazine recently published a piece titled “Is Handwriting Becoming Extinct?”  According to this article, written by Joanne Chen, preliminary evidence suggests that writing with a keyboard doesn’t engage your brain the way writing with pen and paper does; it’s more detached and abstract. “We’re in a rush to digitize everything, as if fast and efficient are always positive things,” says Anne Mangen, a postdoctoral fellow at Oslo and Akershus University in Norway, who has written extensively on handwriting and the brain. “It’s worrisome that there’s not enough awareness to how movement can affect the mind”-whether it’s wielding a pen or thumbing through papers.

The article goes on to state studies that were done showing both preschoolers and adults learning a foreign alphabet retained more-and for a longer period of time-when they learned by writing rather than a computer.  Of course, they have long suggested that writing by hand-notes, diaries, lists-is helpful to those with memory loss.  As Thierry Olive, a research scientist at the National Center for Scientific Research, in Paris, explains, handwriting involves more movement than typing. “Handwriting is a visual-spatial activity,” says Olive, which might explain why you remember appointments better when you pen them on a calendar than when you type them into a smartphone.

It goes on to say, “Given the flourishes and filigrees of penmanship, it stands to reason that handwriting can foster creativity.  Or it may simply be that handwriting, more than typing, requires us to engage in activities that promote creativity-like slowing down and reflecting-which are worthwhile whether you’re mapping out a thank-you note, a novel, or a sales presentation. ‘Writing, in a creative sense, is a deep thought process that requires consideration and time,’ says Ronald Kellogg, a psychology professor at Saint Louis University and author of The Psychology of Writing (Oxford University Press).”

While none of us will be giving away our computers or smartphones anytime soon, knowing that “old school” handwriting helps our memory as well as it makes us more creative, well, that’s enough of a reason to do it more often.

Got 30 seconds? Test your website.

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Viewing the Southwest Airlines website from an iPhone gives the user a clean, mobile-friendly interface.

Mobile is changing everything. From how people do their banking and shopping to education and entertainment, the ways we rely on cell phones and tablets continues to expand just as the numbers of mobile users continue to increase.

As a business or organization, how do you appear to the mobile audience?

To check out how your site appears and functions in a wide array of mobile devices, check out Screenfly. Screenfly is a mobile tool that allows you to see what your site looks like on iPhones, iPads, Droids, and many other mobile devices.

If your site isn’t mobile-friendly, it’s time to look into responsive web design, which lets the site “respond” to the device by resizing and reformatting to be more appropriate for the mobile audience.

Want to test some mobile-responsive sites on Screenfly to see the difference?  Try any of these websites, all programmed by MABU with responsive design:

www.tribalhealthcare.org

www.btinet.com

www.agencymabu.com

 

Virtual Recruitment Fairs-the Online Connection

Spending days, sometimes weeks, away from the office to travel to a career fair and set virtual fairsup a booth isn’t realistic for many organizations anymore. Competition for top prospective employees is increasing, while company budgets for travel expenses are decreasing. However, innovative organizations have found success (and cost savings) with virtual recruitment fairs.

Virtual recruitment fairs are online career or educational fairs set for a specific time frame that anyone can attend. Virtual fair possibilities include:

Career Prospects:

⊲        Browse open positions

⊲        Discover locations of open positions

⊲        Learn about benefits of the organization

⊲        Understand the organization itself

Educational Opportunities:

⊲        Browse various programs/degrees

⊲        View videos or pictures of the campus

⊲        Learn about athletics, clubs, etc.

⊲        The option to “apply online”

With both types of recruitment fairs individuals have the option to ask questions directly to recruiters, who respond via live chat or e-mail. Virtual recruitment fairs have several benefits for an organization, too:

⊲        Cost effective

⊲        No travel time

⊲        Not limited to a specific geographic location

⊲        Longer time range which allows longer access for visitors instead of a couple hours

MABU has extended experience in virtual recruitment fairs. For example, MABU develops virtual recruitment fairs for the U.S. Army’s Civilian Corps, aiding in the recruitment of civilian medical and dental professionals to fill over 2,500 open positions annually at Army hospitals and clinics across the world. The virtual fairs have been highly successful, exceeding the established recruitment goals for qualified applicants, helping staff Army medical facilities and keep our soldiers “Army Strong.”

Ready to see if virtual fairs are right for you? MABU is just a phone call or email away.

 

 

 

Facebook Marketing 101

Trying to get more “Likes” on your organization’s Facebook page? Facebook is an important marketing tool, but while it may be exciting to see your Facebook Likes increase, Likes are not nearly as important as audience engagement. Focus on using Facebook as one aspect in your overall marketing strategy to reach your business goals.facebook-ads2

The main path to increased engagement on Facebook is, well, posting engaging content. However, paid Facebook ads are another strategy for increased engagement (and probably Likes as well). Facebook users share an enormous amount of information, such as birth date, gender, location, interests, even relationship status and workplace. Since Facebook allows marketers to use all these factors to build ad audience, this creates an ideal environment for a highly targeted, measurable aspect of your marketing campaign.

Go to facebook.com/ads to create your ad. There are three primary ad types:

1)      Marketplace Ads are what most people think of as Facebook ads­—an image and text, usually in the side bar, linking to your business website or Facebook page.

2)      Promoted Posts give businesses the opportunity to ensure selected posts from their own page “float” to the top of users’ news feeds.

3)      Sponsored Stories highlight a user action to their friends. For example, say 100 people “Like” Business XYZ on Facebook. The business can buy Sponsored Stories to help ensure the friends of those 100 people see a post in their news feed that they “Like” the page.

After your ad is placed with its target audience established, measure, measure, measure. Try multiple ads, varying the ad copy, the ad image, and the ad audience to hone in on the most effective message that delivers the best results.