One of the most common themes I hear among business owners, is how their digital marketer didn’t produce any results. There can be many reasons for this, not the least of which is the somewhat deserved reputation of some members of our community. In other words, some people do shady things and will take your money and produce no results. Today I’m going to share a few tips with you to prevent this from happening.
Tip #1: Verifying Analytics
One of the central foundations of any digital marketing strategy is going to be the implementation of Google Analytics. If you’re not familiar with it, it is Google’s platform for tracking the quantity and source of traffic to your website. “Installing” analytics on your website is as simple as cutting and pasting a few lines of code into the page, so there is no excuse for your marketer to not do this.
To verify it has been set up, check out the Google Tag Assistant for the Chrome browser. It lets you know which tags are running on a given webpage, and any problems that might be occurring. If there is no analytics tag anywhere to be found on your website, something is amiss and you need to contact your marketer immediately to rectify the situation.
Tip #2: Verifying SEO
I met a person at one of the local networking events who had been locked into a contract for SEO. This company provided no traffic, and the business owner was hosed. When I checked out the incoming links to her site, they were nowhere to be found. Worse yet, she had no Google business account, which is step 0 in any SEO campaign.
The first thing to check is that you are listed with Google business. Typing in your business name into the Google engine should bring up your listing. If it doesn’t… shoot an email to your marketer to see what is going on.
The next thing to do is check out the incoming links to your website, using MOZ open site explorer. It’s a free tool for checking the incoming links to your website, which as we covered in part 1 is the most important aspect of your SEO rankings. You should see at least a few incoming links, and ideally around 10 or more, all with high DA and PA (domain and page authority, respectively). Good domain authority is classified as 30+. Also, the column with the spam score should show all green. If you see any incoming links with a high spam score, your your site has a high spam score, there’s a problem.
By engaging in a few simple steps, you can help keep your digital marketing (SEO in particular) efforts successful. Verifying that the fundamentals have been properly performed, and that no black hat techniques are being employed, will go a long way towards establishing a long lasting web presence.
I hope this has been helpful. Please hit me up with any comments, questions, or suggestions you may have.