Google Business Profile

How to Leverage Google Business Profile

Google dominates the search engine landscape, controlling a staggering 92% of the market. To better tap into the potential of Google Search and Maps for attracting new clientele, it’s imperative to set up a Google Business Profile (GBP), previously recognized as Google My Business (GMB).

Google My business screen for Bobby's BBQ

Understanding GBP 

Google Business Profile is a complimentary business listing service provided by Google. It’s a platform where businesses can share detailed information and visuals about their offerings, including their location, range of services, and products. By establishing this free profile, businesses can significantly amplify their visibility across various Google platforms. The information from your Google Business Profile can seamlessly integrate and appear in Google Search, Google Maps, and even Google Shopping.

However, it’s essential to understand that Google Business Profile is tailored for businesses that have direct interactions with customers. This encompasses entities with a physical presence, like restaurants or retail stores, and service providers who engage face-to-face with clients, such as consultants or plumbers. If your business operates solely online, you’d benefit more from other Google utilities like Google Ads and Google Analytics.

The Significance of Having a GMB Account

      • Boost Visibility on Google and Google Maps: Google stands unrivaled as the premier search referrer, directing both online and foot traffic. A well-optimized Google Business Profile ensures that when potential customers search for services or products akin to yours, your business emerges prominently. Especially on Google Maps, a local business listing significantly enhances the chances of discovery.
      • Command Your Online Business Narrative: With GMB, you’re in the driver’s seat. Update contact details, operational hours, and other pivotal data as and when required. If there are changes in your service offerings, temporary halts, or resumptions, you can promptly communicate this to your audience. Given the potent local SEO capabilities of Google Business Profiles, the information you provide takes precedence, overshadowing outdated data on other websites.
      • Foster Trust Through Authentic Reviews: Reviews are the bedrock of credibility in today’s digital age. Google’s review system, which amalgamates star ratings with room for detailed feedback, offers customers a platform to share their genuine experiences. This transparency aids potential customers in making informed decisions about which businesses to patronize and which products to invest in.

While the prospect of public reviews might seem daunting, especially given the inability to filter which ones appear, there’s a silver lining. Google asserts that a blend of positive and negative feedback appears more authentic and trustworthy than a barrage of exclusively glowing reviews.

Harness the power of Google My Business and watch your business thrive in the digital landscape.

Dream Warrior Group, a Los Angeles Based web design and digital marketing Company, providing solutions for your online marketing needs. Our expertise includes Search Engine Optimization (SEO), Social Media Posts & Marketing & Google PPC campaigns.  Call us now at 818.610.3316 or click here.

E-E-A-T

Improving SEO with E-E-A-T

In the world of SEO, the concept of E-A-T (Experience, Authority, Trust), now expanded to E-E-A-T (Experience, Expertise, Authority, Trust), plays a crucial role in determining website rankings on search engine results pages (SERPs). E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. 

In this article, we will delve into the significance of E-E-A-T, how Google evaluates websites based on these factors, and practical strategies to improve your website’s E-E-A-T for better SEO performance.

Stanford Guidelines for Web Credibility explains how to boost your web site’s credibility:

  1. Make it easy to verify the accuracy of the information on your site.
  2. Show that there’s a real organization behind your site.
  3. Highlight the expertise in your organization and in the content and services you provide.
  4. Show that honest and trustworthy people stand behind your site.
  5. Make it easy to contact you.
  6. Design your site so it looks professional (or is appropriate for your purpose).
  7. Make your site easy to use — and useful.
  8. Update your site’s content often (at least show it’s been reviewed recently).
  9. Use restraint with any promotional content (e.g., ads, offers).
  10. Avoid errors of all types, no matter how small they seem.

The ultimate goal of these 10 actions can have an enormous effect in demonstrating your experience, expertise, authority, and trustworthiness.

First E in E-E-A-T: Demonstrating Real-World Knowledge

Google introduced the “E” for Experience in E-A-T to emphasize the importance of content creators who have firsthand experience and expertise related to the topic they cover. For example, content about hiking in Scotland should ideally come from someone with actual experience in hiking in that region.

Sharing Personal Experiences

Content creators can boost the “Experience” aspect of EEAT by incorporating personal experiences, anecdotes, tips, and observations related to the subject matter. This adds authenticity and credibility to the content.

Utilizing Technical Language and Keywords

Using technical language and industry-specific keywords relevant to your content further demonstrates expertise and firsthand knowledge in the field.

Second E in E-E-A-T: Establishing Credibility

The Importance of Expertise

Google evaluates the credibility of content creators when assessing expertise. Established professionals or recognized authorities in their respective fields are more likely to rank higher.

Supporting Claims with Credible Sources

Content should be backed by credible sources, such as research papers, studies, and authoritative websites, to support claims and provide valuable information. This always helps in creating an expert image.

Meeting User Intent

Understanding user intent through keyword research and providing valuable content that addresses users’ needs can further strengthen your website’s expertise.

A in E-E-A-T: Building Site Authority

The Significance of Authority

Building site authority is crucial for EEAT. It is determined, in part, by the number of relevant and authoritative websites that link back to your content, signaling to search engines that your website is a trusted resource.

The Power of Backlinks

Acquiring quality backlinks from reputable sources can significantly impact your website’s authority and, in turn, its search engine rankings.

Leveraging Social Media

Audience engagement on social media platforms and sharing valuable content can enhance your brand’s authority and attract more traffic to your site.

T in E-E-A-T: Gaining User Confidence

The Role of Trustworthiness

A secure and trustworthy website is vital for user confidence. Websites with HTTPS protocol and positive customer reviews are considered more trustworthy by search engines.

Encouraging Customer Reviews

Providing encouragement for satisfied customers to leave positive reviews can contribute to building trustworthiness and validating your EEAT.

Addressing Negative Reviews

Formulating and implementing a response policy for negative reviews promptly and resolving customer issues is a positive step toward displaying a commitment to customer service and can mitigate the impact of negative feedback on trustworthiness.

Understanding and optimizing your website’s EEAT is essential for SEO success. By incorporating 

  • real-world experiences
  • establishing expertise through credible sources
  • building site authority with backlinks
  • gaining user trust through positive reviews and secure practices

You can enhance your website’s overall performance and visibility on search engine results pages. Investing in your EEAT will not only improve your website’s rankings but also build user confidence and credibility in your brand.

Dream Warrior Group, a Los Angeles Based web design and digital marketing Company, providing solutions for your online marketing needs. Our expertise includes Search Engine Optimization (SEO), Social Media Posts & Marketing & Google PPC campaigns.  Call us now at 818.610.3316 or click here.

Leveraging SEO for Revenue Growth

Revenue growth through search engine optimization (SEO) necessitates a comprehensive approach beyond rankings and website traffic. It entails concentrating on content quality, comprehensiveness, and communication between marketing and sales departments. We’ll look at maximizing revenue development through SEO by developing focused content, integrating sales and marketing activities, and optimizing your website for conversions in this blog article.

Targeted Content That Aligns with Your Business Goals

Generating focused content corresponding to your business objectives is critical to achieving revenue growth through SEO. Revenue growth entails creating content that targets your target audience’s demands and interests while highlighting your products or services’ unique selling proposition (USP). Consider the following suggestions:

a. Conduct extensive keyword research to uncover high-value keywords related to your business and your target audience’s search intent.

b. Create content that meets the search intent behind these keywords, offering your audience insightful, engaging, and actionable insights.

c. Optimize your content for search engines by naturally including your goal keywords and ensuring it is well-structured and easy to navigate.

Align Sales and Marketing Efforts for a Unified Content Strategy

It is critical to link your sales and marketing teams for SEO to drive revenue development effectively. Therefore, it would be best to encourage collaboration across various divisions to create a single content strategy that satisfies client needs throughout the sales funnel. Consider the following steps to accomplish this alignment:

a. Promote open communication between your sales and marketing departments, fostering a shared knowledge of your company’s goals, target audience, and ideal customer profile.

b. Create a shared content calendar with input from both teams to ensure your content addresses consumer pain points and guides them through the sales funnel.

c. Put a mechanism for tracking and measuring content performance in place, and use data-driven insights to improve your content strategy and SEO efforts.

Optimize Your Website for Conversions

Maximizing revenue growth through SEO and funnel optimization go hand in hand. Optimizing conversion rates involves creating a seamless user experience that encourages visitors to take the desired actions, such as purchasing or signing up for a newsletter. Consider the following tips for optimizing your website for conversions:

a. Improve site speed and performance, ensuring your website loads quickly and functions smoothly on all devices.

b. Implement clear and compelling calls-to-action (CTAs) that guide users towards the desired actions.

c. Utilize conversion rate optimization (CRO) techniques, such as A/B testing and heatmap analysis, to identify all areas for improvement and optimize your website’s conversion potential.

Leverage Data-Driven Insights to Improve SEO Strategy

To generate long-term revenue growth through SEO, you must constantly modify and optimize your strategy based on data-driven insights. You can make informed judgments about your content, marketing, and sales activities by studying your website’s performance, user behavior, and search trends. Consider the following procedures:

a. Review your website’s analytics data regularly to find trends, patterns, and opportunities for improvement.

b. Monitor your website’s performance, check keyword ranks, and spot chances for optimization using tools like Google Search Console and Google Analytics.

c. Iterate on your content strategy regularly, including fresh insights and data to produce focused, high-quality content that supports revenue growth.

Utilize Topic Clusters to Improve SEO and Provide Comprehensive Information

Topic clusters can boost your website’s SEO while offering viewers detailed information. Make your website more organized and user-friendly by grouping relevant content around a core pillar page. Consider the following steps to put subject clusters in place:

a. Identify essential themes significant to your company and audience, and construct pillar pages that provide a high-level summary of these issues.

b. Create supporting content such as blog articles, videos, and infographics that go deeper into subtopics linked to your key topics.

c. Connect your supporting content to the pillar page and vice versa, forming a network of related content that improves SEO and delivers a consistent user experience.

Monitor Competitor Strategies and Adjust Your SEO Efforts Accordingly

Monitoring your competitors’ strategies and altering your optimization efforts is critical. By monitoring your competitors’ content, keywords, and website performance, you can spot gaps and openings that will allow you to exceed them in search results. Consider the following procedures:

a. Conduct regular competitor research to determine target keywords, content strategies, and website optimizations.

b. Use tools like SEMrush, Ahrefs, or Moz to compare the performance of your website to that of your competitors and identify areas for improvement.

c. Based on your results, adjust your SEO strategy, capitalizing on possibilities to generate better content, target new keywords, and optimize your website for enhanced performance.

In conclusion, increasing income through SEO requires a comprehensive approach incorporating targeted content, sales and marketing alignment, website optimization, and data-driven insights. By applying these strategies, you can improve your website’s visibility in search engines and ensure that your content resonates with your target audience and efficiently walks them through the purchasing process. This potent combination of SEO and revenue-focused content can help your company achieve long-term growth and success.

You can read about the latest changes in Google and SEO on our blog.

Dream Warrior Group, a Los Angeles Based web design and digital marketing Company, providing solutions for your online marketing needs. Our expertise includes Search Engine Optimization (SEO), Social Media Posts & Marketing & Google PPC campaigns.  Call us now at 818.610.3316 or click here.

Cybersecurity and the Arts

Working in the arts, DWG sometimes hears that they don’t need all of the security standards of large corporations. I am reminded of a non-profit executive telling me awhile back that they don’t need to be like the Pentagon when we recommended a two factor authentication system. This article was inspired by a genuine concern that many art organizations may not be fully aware of the consequences of the slippery security slope.  Our hearts sank as we heard of The Met’s ordeal and our minds were outraged.  DWG does not know the exact cause of The Met cyberattack so this is not meant to be in any way derogatory to the wonderful folks at The Met. References and articles are included below.

Beginning on December 6th, 2022, hackers started the process of breaching the Met Opera’s information infrastructure. By December 7th, a cyber attack against The Metropolitan Opera in New York was well underway. The attack affected the opera’s network systems, including its internal network, website, ticketing server, box office, and phone center. The Opera’s website was restored eight days later, on December 15.

During this period, the opera continued its performances, and the Lincoln Center for the Performing Arts supported ticket sales until the Met could recover from the attack (Kudos Lincoln Center!). While the exact magnitude of the damage has not been disclosed, the stoppage in ticket sales effected revenue. According to Peter Gelb, The Met’s general manager, the opera earns roughly $200,000 in ticket sales per day throughout this season. Because the malware impeded the opera’s ability to sell tickets, seats were temporarily sold for $50 on the Lincoln Center for the Performing Arts website.

The cyber attack on the Met is far from the first on a cultural institution. In 2019, ransomware attacked the Asian Art Museum in San Francisco. In 2020, hackers obtained access to personal information from hundreds of cultural institutions and NGOs.   I’m sure you all have heard plenty of stories of hacks and cyberattacks.

Hackers do not care whether a business is a Fortune 500 company, a small business, or not-for-profit cultural institution like The Met, all these institutions still make transactions and hold their customers information.

A month after the attack on Met Opera, the attackers have yet to be identified, but The New York Times underlined the opera’s vocal support for Ukraine amid the ongoing Russia-Ukraine conflict.

But whatever the motivation and tactics, the cyberattack on the Met should serve as a wake-up call to other cultural organizations. Anyone could be a target. “I usually warn clients that everyone, regardless of size or sector, is a target. It should not take an occurrence like this to wake up other cultural institutions to the fact that they are in grave danger,” says Richard Sheinis, partner and head of data privacy and cybersecurity at full-service legal firm Hall Booth Smith.

Cultural organizations, like performing arts centers, theaters, and museums, are typically attractive targets for cyberattacks since they may not always have the time, money, skill-set, or up-to-the-minute understanding to build a good cybersecurity strategy. Unlike many for-profit organizations, which are victims of zero-day* vulnerabilities, the bulk of security breaches in smaller enterprises and most non-profits are caused by preventable flaws in human/device interaction. The untold story of cybersecurity is how criminals leverage the imperfect nature of humans to further their own goals.

Finding funding for cybersecurity is often difficult at a non-profit but it is a worthy investment.  A good security posture today, can save hundreds of thousands later, but many people are hard pressed to believe that it could happen to them. Furthermore, many cultural institutions are still striving to recover from the COVID-19 pandemic and are not in a position to embrace the additional concerns brought about by cybersecurity.

So, bringing cybersecurity to the forefront in a cultural institutions is the first critical step. Subsequent evaluation of the infrastructure, and investment in prevention, detection, and response can help lower the likelihood of cyber attacks while also mitigating the damage of an attack if one occurs. It is always recommended that the evaluation phase be done by in-house IT team, then if company lacks the means to retain in-house cybersecurity personnel, it can turn to third-party cybersecurity firms.

Please remember until you get a cybersecurity firm to help:

  • Layered firewalls (one from your service provider, one for your institution, and if you are running your ticketing server in-house, one more for that)
  • Separation of subdomains for internal and external networks,
  • SSL
  • Two-factor authentication
  • And for goodness sake, we recommend your site should not be on the same operating system as your ticketing server (if one is on windows, the other should be on Linux) – make the hackers work more difficult (hardening). If they are the same, security should be monitored in real-time.

* The term “zero-day” refers to newly found security flaws that hackers can exploit to attack systems. The term “zero-day” alludes to the fact that the vendor or developer only recently discovered the fault, implying that they have “zero days” to repair it. A zero-day attack occurs when hackers exploit a weakness before engineers have time to fix it.

~Nami

Posted by The Met:

“After suffering a cyberattack that temporarily impacted our network systems, we’re pleased to announce that the Met is now able to process ticket orders through our website and in person at our box office. Based upon our ongoing investigations into the recent cyberattack, we would like to reassure our customers that ticketing customer data, including credit card information used when purchasing tickets, has not been stolen. We do not keep credit card information in the systems that were affected by the cyberattack. Thank you for your patience.”

Links:
https://www.nytimes.com/2022/12/07/arts/met-opera-cyberattack-website.html
https://www.reliasmedia.com/articles/commonspirit-ransomware-attack-holds-lessons-for-cybersecurity
https://amicusmsp.com/human-interaction-is-key-to-successful-cyberattacks/

 

Customer’s Journey and Conversion Funnels

Mastering your customer’s journey is crucial to your organization’s success, and conversion funnels are handy tools for that achievement. Conversion funnels are essential for growing your revenue stream and client engagement.

By evaluating each step of the funnel, businesses can uncover opportunities to optimize their efforts and convert more leads into lasting customers. Customers take a unique trip through your company’s conversion funnel as they purchase. As a result, you must capture their attention, establish trusting relationships, and persuade them to act.

What Is A Conversion Funnel

As a marketer or salesperson, you shape the customer’s journey. Conversion funnels, or sales funnels, provide a realistic structure for this process by allowing potential customers to go through several steps until they complete the desired action: a transaction or purchase.

A good conversion funnel reveals where your visitors and target audience are coming from, what they do on your site, and what happens when they convert. This data can be used to improve your marketing efforts and increase conversions. This post will teach you more about target audiences and how to find them.

Marketers can utilize conversion funnels to track customers’ journey from initial interest to final purchase. Understanding the distinct progression of the digital customer experience enables you to find chances to impact each stage.

The Customer’s Journey

Every customer has a unique journey with your company.

The days of a sequential, linear client journey are long gone. Instead, they perform several activities from the minute they become aware of your brand until they attain their goal, each of which needs tailored approaches for an optimal result.

More customer journeys are taking place online, and 80% of consumers place as much value on the experience as they do on the products and services. As a result, you must comprehend online consumer behavior and provide them with relevant digital experiences.

Understanding and optimizing these clients’ journeys enable you to provide an experience that will tempt them to return again and again.

Organizations utilize a variety of conversion funnel models. They are all dependent on the sort of business and customer. They can also differ since marketing and sales have slightly distinct models. We will look at the Top, Middle, and Bottom (T/M/B OFU) funnel model, which is more sales oriented and thus more applicable to the performing arts. After all, without an audience, there can hardly be any performance.

The TOFU (Top/Middle/Bottom of the Funnel) refers to the early stages of the customer journey when the primary focus is on raising awareness and generating initial interest in a product or service. For example, the TOFU funnel could function as follows in the performing arts:

Top Of Funnel (TOFU): Awareness

The initial stage in every conversion funnel is to attract visitors. Make the general audience aware of the approaching performance or event.  This can be performed via a variety of marketing channels, including social media, email marketing, sponsored commercials, public relations, and so on. The goal is to reach a large number of individuals and capture their attention. Once you’ve piqued their interest, you’ll want to keep them interested. To persuade them to take the next step, you can utilize email marketing campaigns, popups, or even retargeting ads.

Engaging yet informative content is ideal for keeping these visitors intrigued. Reviews, articles, or videos may help maintain their interest. SEO is a fantastic way to identify intent-based inquiries to assist in the development of visible and discoverable digital content.

Middle Of Funnel (MOFU): Build Interest and Tempt them

After making people aware of the show, the following step is to pique their interest and communicate with possible customers. This can be accomplished through sneak peeks, trailers, or behind-the-scenes footage highlighting the performance’s distinctive elements and why it’s worth watching.

Next, you’re attempting to persuade your prospects to buy a ticket. You can emphasize the significance of the performance by stressing the audience’s unique experiences, such as live music and fantastic scenery. They also highlight the artists’ talent and the effort they put into the performance.

Bottom Of Funnel (BOFU): Conversion

Once you’ve persuaded them to buy something, you must move them closer to making a purchase. By providing clear calls to action and a simple ticket purchasing process, the company makes it simple for customers to acquire tickets. They also offer discounts and special packages to entice customers to take the next step.

The TOFU funnel’s purpose in the performing arts is to raise awareness and interest, increase desire, and convert potential customers into ticket-buying customers.

Once you’ve convinced the customer to buy something, you need to move them toward making a purchase.

Closing the sale is the last step. Whether it is physical goods or digital downloads, this is the part where you collect payment and ship out the item.

Dream Warrior Group, a Los Angeles Based web design and digital marketing Company, providing solutions for your online marketing needs. Our expertise includes Redesigning your site as a perfect marketing tool.  Call us now at 818.610.3316 or click here.