Friday Reload #24: 2014 Local Search Ranking Factors, How to Launch a Blog and Get 17,800 Email Subscribers in 6 Weeks & More

Get caught up on what you might have missed in the week with The Friday Reload.  We hand-curate the best posts, news and videos of the week.

For the week of October 17th, 2014

NEWS RELATED

Announcing the 2014 Local Search Ranking Factors Results

Posted on the Moz Blog are the results from the Local Search Ranking Factors Survey.

Here’s the short and sweet version from Local SEO Guide.

“THE USER IS THE NEW CENTROID”

I think this quote from David says it all, but if you want something to cut and paste into a “custom” audit for clients, try these:

Top 10 Local Search Ranking Factors*

  1. City, State in Landing Page Title
    Hi I’m from {insert location here}
  2. Domain Authority of Website
    Get some links, and then get some more links
  3. Page Authority of Landing Page URL
    Get some deep links, and then get some more deep links
  4. Quality/Authority of Inbound Links to Domain
    Don’t be linking your stinky-a%$ links to my beautiful site b!$ch
  5. Quality/Authority of Inbound Links to Landing Page URL
    And definitely, do not pass that rotten juice to my landing page or I’ll cut you.
  6. Physical Address in City of Search
    I swear this is not a virtual office address. Pinky promise.
  7. Quality/Authority of Structured Citations
    One Yext Powerlisting with extra Dupe Suppression to go, please
  8. Product / Service Keyword in Website URL
    Try something like localseoguide.com or applemapsmarketing.com ordamnwtflol.com
  9. Click-Through Rate from Search Results
    Is Your Search Result Sexy?
  10. City, State in Landing Page H1/H2 Tags
    What this really means is use the City, State keywords prominently in the UI. Use whatever damn tag you want.

Facebook Atlas

Facebook CEO Mark Zuckerberg listens to a question from the audience after unveiling a new messaging system during a news conference in San Francisco.

Two Facebook Atlas related stories this week.

What Facebook’s Atlas Means for Brands and Agencies

Good, write up to understand the strategy behind Atlas and what it means moving forward.

Starting with Atlas’ DNA and then rewriting it from the ground up allows Facebook to use Atlas as part of its push to measure cross-device and cross-platform and to leverage display targeting capabilities powered by Facebook ID.

This is a big move for Facebook, and it has more significant implications for brands and agencies than anyone could have predicted 18 months ago. Atlas opens up two new and extremely powerful capabilities for brands and agencies: It lets them measure ad campaigns across screens by solving the cookie problem, and it lets them target real people across mobile and the web.

Facebook is unleashing its ads—and surveillance—onto the internet at large

Here’s an example of the problem in action. While lounging on the couch at home, browsing Facebook on your phone, you see an ad for some shoes. A couple of weeks later at work, you suddenly remember the shoes, log on at your work computer, and buy them. In most cases, the ad server has no idea that the person who bought the shoes was the same person who saw the ad. From theshoe seller’s point of view, the ad was useless.

But Facebook has the one thing, at scale, that no other web firm barring Google can boast: your identity. When you log into Facebook on a phone or computer, Facebook associates that device with your Facebook ID (a long number such as 444654488901592, Quartz’s Facebook ID). If you then use that device to visit a website that uses Facebook login or embeds a Facebook tracker, Facebook knows. Among sites that let you log in using a social network, Facebook is the leader.

What Atlas does is bring this ability to track individuals to ads on sites outside of Facebook. Facebook and Atlas also pool the data with other sources—store loyalty cards, for example—through a data broker to match up those who have made purchases in stores. Facebook calls it “people-based marketing.” (Facebook stresses that the data are aggregated and anonymized, and that third parties do not see who has bought what.)

LeadPages Update: Get New Leads Delivered Right to Your Inbox with “Lead Notifications”

Now Lead Pages can deliver new leads directly into your inbox and provide lead notifications.  I can see this being huge for anyone doing phone calls or local leads.

Major Traffic Sources No One Talks About

Justin Brooke the traffic guy millionaires recommend from IMScalable joins us this week. He’s a paid traffic titan who has a famous story of turning $60 into Six Figures.

We discussed offer creation and how to make your product unique in a sea of similarity.

We also dug into the main subject of the podcast which covers major traffic sources that no one talks about. 4 different major sources are covered and strategies to use them. Also mentioned are 3 extra huge traffic sources.

The Definitive Guide to List Building

Acquire Convert comes out with a beautiful and huge 6 chapter guide on list building and even have a free WordPress plugin.

The Chapters are as follows:

  1. Why You Need to Build An Email List
  2. Design Your Blog for Optimal Lead Generation
  3. Increase Conversion Rate of Your Website
  4. More Techniques to Get Emails
  5. Little Known Growth Hacks for List Building
  6. Building Brand Equity with Lead Nurturing

Why even build an email list?

Here’s two choice quotes.

“I have literally built a multi-million dollar business on the strength of my email list. Ninety percent of my income comes from it. Even today, my email list is still my number one business priority—and asset.”  – Michael Hyatt, michaelhyatt.com, 115,000 subscribers

“Email is the most important channel for you to cultivate.”  – Michael Stelzner, socialmediaexaminer.com

The Anatomy of an Optimal Marketing Email

While on the subject here’s a post by Neil Patel including an infographic on the anatomy of an optimal marketing email.

Did you know 66% of all consumers over the age of 15 made a purchase because of an email?  And 91% of consumers check their email at least once a day.

infographic on email subject lines

Click here to check out the full infographic.

How to Launch a Blog and Get 17,800 Email Subscribers in 6 Weeks

how to launch a blog

The Blog Tyrant gives us the low down on blog launching.

Every blogger should learn how to launch a blog.

Even if you’ve already got one up and running, the skills you learn at a launch can give you massive advantages when promoting new posts and launching new products, blogs etc.

He shares a story where a reader took his advice to launch her very own fashion blog.

Here’s the original article she mentioned: How to Start a Fashion Blog and Make it Fabulous.

Anyway, this was around October last year and fast forward 6 months and I’ve launched my fashion blog www.notamodel.net. I launched on 1 March (as in 6 weeks ago), and my subscriber email list has just reached 17,800 (the subscriber email again is thanks to you because you always harp on about it so I thought I better figure it out before I started a blog).

Back to your landing page article. You mentioned buying Facebook Ads, and you’ve mentioned it many times before in your previous posts…So when I launched my blog that’s the first thing I did. I must admit it’s bloody expensive, but it definitely works none the less! At the moment I’m using a $300 giveaway + Facebook ads + Leadpages and getting a 53% conversion (this is pretty much all I’ve been doing to get subscribers). You can see the landing page here https://www.facebook.com/notamodelbymarinadegiovanni/app_427089034046612

Leadpages details how she ran a contest with FB ads and generated over 18,000 leads for her blog.

What I love most about this story is her willingness to SPEND MONEY to promote her launch.  So often we spend so much time doing something for free when we can simply shortcut the process with paid advertising

Stock Photography vs. Real Photos: Can’t We Use Both?

Stock Photography vs. Real Photos: Can’t We Use Both?

Admit it we’ve all seen it before.  The Consultant’s site with a bland middle age man dressed in a suit.  Or testiomonials featuring the women with the fake smile.  I don’t know how stock photos pull it off to be honest.  They somehow make humans look as inauthentic as they can.

Anyways ConversionXL makes the case (with data) against using stock photos and instead using real photos.

This is particularly a big deal in the e commerce space where it is viewed as the most important part of selecting and purchasing the product.

Here’s the problem:

2931 results TinEye

Every other poor schmuck in every other vertical has used the Exact. Same. Photograph.

And if you’re really unfortunate, one of those other schmucks was also your competitor.

Meet The Everywhere Girl

dellgateway

Marketing Experiments tested a real photo of their client against their top performing stock photo, they found that nearly 35% of visitors would be more likely to sign up when they saw the real deal.

Test-Results1

They include a suggestion of making stock photos your own and I’ve provided some examples below.

Stock Milk
build-your-bones-its-good-for-you.

How a one designer combined two locations to create a scene that doesn’t exist anywhere on the planet.

Photomanipulation Intro

People pay attention to real people!

people-photos-fixations

Whereas stock photos and obvious “filler content” images are typically ignored:

jazzy-photo-not-seen

Getting Online Video Ads Right

video-advertising-ss-1920

Surprisingly Marketing Land nails it with this one. Nothing ground breaking but a great outline covering the fundamentals.

Anatomy Of A Good Video

Is It Worth Watching?

Does It Solve Problems?

In my experience, videos that attempt to solve problems convert well. They address specific needs and hopefully provide an immediate solution with your product or service.

With this strategy, I’ve seen CPA figures 75% better than on the regular search side of the equation.

Is It Entertaining?

Does It Have A Beginning, Middle & End?

Beginning: Intro and, if appropriate, why people should listen to you
Middle: Your content (like how to decorate a cake), which should incorporate value propositions and unique selling proposition info
End: Call-to-Action

Does It Have A Call-To-Action?

Be clear about what you want users to take away from your video. You can use call-to-action overlays and annotations as external links for a direct response.

Video Ad Strategies

1. Watch Campaign Settings

2. Focus On In-Display Video Ads

3. Get Specific To Lighten Things Up

4. Use Call-To-Action Overlays For More Pop!

Note: Call-to-action overlays remain on your video even if the video is no longer being promoted.

9 Tips To Stretch a Small PPC Budget

9 Tips To Stretch a Small PPC Budget

There are a few small tweaks to your bidding strategy which can make all the difference both budget and success wise. If you are limited to only $25 – $150 per day, here are some ways in which you can maximize your PPC campaign.

  1. Use an Adwords coupon to get an instant +$150 boost on your first month
  2. Focus on just one network; preferably the search network
  3. Limit your number of keywords to a number you can control while still being able to get clicks
  4. Monitor your broad match terms like a hawk
  5. Focus on quality vs. quantity; pause keywords that don’t work
  6. Figure out your bidding strategy and avoid ego bidding on terms
  7. Use Adwords extensions or anything else that will help your ads stand out and improve CTR
  8. Analyze quality scores for the long run
  9. Pay attention to web analytics

TOOL TIME

Link Building on Zeef

zeef link

 

This is my first time seeing Zeef and it’s this great Link Building resource.  Featuring Tools, Resources,  Browser Add-Ons and a whole lot more.  I think this Zeef source will cover a lot of different linking resources.

Snip.ly

Share a lot of content on social media?  Then you should be using Snip.ly to grab some of the traffic from those links.

When sharing content, use Sniply to attach a message to the page itself. You can include a link back to your own website, Kickstarter campaign, Eventbrite page, Shopify cart, Amazon product and more!

The Content Cliffhanger

Man a plethora of great email tools have been coming out.

Cliff Hanger

 

This one slides from the bottom and I love that it has a Bounce Exchange feel to it.  Not sure if it works better than KingSumo though.

LOCAL TOOLS AND WIDGETS

Ultimate List of Review Widgets and Badges for Your Local Business Website

My Business Locations Business Accounts – A Tool To Manage Social In Bulk

Screen Shot 2014-10-14 at 7.41.17 AM

Free Google Local Duplicate Listing Finder Tool 

Study: Marketers increasingly opting for Facebook video over YouTube

Sounds like I might be uploading some Facebook Videos.

24 Techniques For Closing the Sale – Brian Tracy

Here’s some classic sales advice.

HONORABLE MENTIONS

How to target your competitor’s followers with Twitter custom audiences

Simple Math To Show Potential Clients Why Local SEO Is Important

How to Gather Customer Insights to Increase Landing Page Conversions

Why Coupons Work [Infographic]

Five ways to build a $100 million business

Take Care

As always thanks for ‘tuning’ in this week!




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