Author Archives: Nolen Walker

The Coolest Review Software Ever

Who would you trust to remodel your house: Billy Bob’s with no customer reviews, or 5-star rated Justin Home Remodeling with 327? These are made up company names, but they demonstrate the essential value of client feedback when it comes to local search marketing. In this market environment, positive consumer reviews makes all the difference in transforming casual interest into actual customers. In our latest podcast, Nolen and Jason reveal how feedback heavily impacts your business and how the right review software can help. 

If your business has struggled to achieve lasting brand growth and earn leads, be sure to listen in closely!

Key Points to Listen For

  • Reviews are one of the truest forms of brand currency.
  • Review management software works best when fully integrated with your website.
  • Getting more reviews is easy when you make it simple for your clients to provide feedback.
  • DIY reputation management doesn’t have to break the bank, if you use the right platform.

How Do I Get More Reviews?

That’s a question we hear time and time again from frustrated contractors and business owners. Most of them have tried the traditional means of accruing them. Some owners even go the extra mile and provide a business card that include a link to a review site. But most companies simply aren’t capturing as many client reviews as they desire.

This begs the obvious question: Why?

While some consumers would climb any mountain to praise the companies they love the most, the vast majority of consumers simply don’t show the willingness to research and commend their service providers. Sure, they’ll hunt down your business on Yelp (or Google Reviews) if they have a negative experience.

Surely all a business needs to get a review is ask, right? Perhaps. According to a 2016 study by Search Engine Land, “70% of consumers will leave a review for a business when asked”. I don’t know about you, but do 70% of your customers leave feedback for your business? Probably not. This naturally leads us to one logical conclusion: either businesses aren’t asking for reviews correctly, or they aren’t asking at all

Companies That Could Benefit From Reviews Software

Reviews Convey Trustworthiness, So What Does Having No Reviews at All Convey?

The Change We Need to See

Reviews only happen when everybody gets on board. As a business owner or manager, you don’t have time to go around emailing every single client asking for retroactive reviews. Even if you have the aid of review management software, contacting people six months after a project (or sale) will mostly irritate people. Worse, even the most exuberant clients can find reasons to complain after that long a period.

By the way, if you’re asking “What is review management software?”, it’s a digital tool companies can utilize to capture positive client reviews, while keeping a close eye for negative feedback.

In most cases, feedback should be collected within 24 hours of completing a project or sale. Obviously, some industries may have a longer standard period, but you should generally strive to gain those reviews sooner rather than later. Whether your business takes advantage of review software or good old-fashioned phone calls, it takes the entire team to gather that feedback!

For roofers and other home services, this means partnering with your project managers and asking for a review at the end of every installation or repair. For storefront businesses, this means training your register operators to explain the review process. Here’s a hot tip when it comes to these post-sale reviews: make sure the review includes the employee’s name and a customer service rating! If your employees have a stake in the reviews (perhaps a well-earned bonus), they’ll be much more enthusiastic about promoting them. Your clients will also be more likely to participate if they have a specific face to support instead of your brand.

A Salon Owner Who Likely Use Review Software

This Salon Owner Nails the Process of Following Up on Reviews and Address a Complaint.

How Much Does Reputation Management Cost?

That depends entirely on what sort of solution you land on. Some companies specialize in monitoring customer feedback, charging to $10,000 or more per month. If that figure makes you want to jump out of your seat, you’re not alone. At the same time, you don’t want to pay an untested professional a couple grand for shaky results. That would be just one more task to manage.

Many businesses opt for some form of review software or manual feedback. There are plenty of solutions available online with very reasonable pricing. For growing businesses, you may also find review software available as part of an online marketing package.

Our own solution, Righteous Reviews, comes integrated with each of custom-built websites. It provides geotagged check-in capability, in addition to automatic requests for reviews through text or email. Finally, it prompts an email alert for reviews of 3 stars or lower, so that you can quickly address client grievances.

A Banner for Our Company Review Software

Our Review Software Makes it Easy to Gather and Manage Feedback.

Team Up With Nolen Walker!

If you’ve been wondering how to protect your online reputation, our team at Nolen Walker would love to help. We partner with businesses all over the United States, providing premium rankings in local search, better traffic, and higher-quality leads. We’d be thrilled to find new growth opportunities for your business!

Call us today at (866) 356-8198 for a free consultation.

Additional Resources From Nolen Walker

Related Podcasts and Articles
How Can I Improve My Conversion Rate? (Article)
7 SEO Tactics You Can’t Afford to Miss (Article)
One Simple Trick to Get More Google Reviews (Podcast)

Related Services by Nolen Walker
Online Reputation Management
Local Business Listings
Search Engine Optimization

Posted: | Updated: Aug 14, 2019 | Categories: Episode

Search Marketing: Fusing SEO & PPC Campaigns

Our search marketing experts at Nolen Walker field a lot of interesting questions throughout the year. One of the most frequently asked ones we hear is “Should I focus on SEO or PPC?” While different industries may benefit more from one category or the other, both offer incredible opportunities for your business.

Search marketing provides the best results however, when these two elements work hand in hand. Today, we’re going to dive into how to best blend your search engine marketing (SEO) and pay-per-click (PPC) campaigns. If your business has struggled to make headway online, be sure to read along closely!

A quick note: PPC and SEO aren’t limited to what we see in a Google search engine results page (SERP). Activities in social media outlets and other non-search activities can have huge impact on search results.

Examples of Organic and Paid Search Marketing Results

SEO and PPC Work Hand in Hand for Search Marketing.

Step #1: Lay the SEO Foundation

As we tell many of our clients, the foundation for roofing, plumbing, or HVAC SEO (or whatever your industry may be) is your company website. Before you can create a sophisticated search marketing campaign, you’ll need to make sure that your site is ready to greet customers with easy navigation and well-crafted writing. Since we’ve talked about graphic design and content writing pretty heavily in the past, we’ll stick with some of the introductory basics here.

First, create a list of your core service categories. Ideally, a website should have two to four categories. Otherwise, menus can get crowded very quickly and your customers will have a harder time of finding their desired services. Beneath each category, write down your most popular and valuable solutions. Below are examples of a top level categories and related services.

For Plumbing

  • Plumbing Repair – Toilet Repair & Replacement; Burst Pipe Repair
  • Drain Cleaning – Clog Removal; Odor Removal
  • Commercial Plumbing – Grease Trap Installation; Water Line Repair

For Arborists

  • Tree Health Services – Root Rot Treatment; Oak Wilt Treatment
  • Pruning and Trimming – Tree Removal; Yearly Tree Maintenance

Use your list as a guideline for your page hierarchy. If you can easily group your services in related categories, you’ll make your customers’ search much easier when the site gets published. Make sure you do your research when it comes to picking out recognizable words and phrases for your page keywords! You may know about the different types of bagworms and lace bugs if you’re an arborist, but most consumers won’t make it past “tree bugs”.

Step #2: Post-Launch PPC Pursuit

Search Marketing With a Retargeting Ad

A Retargeting Ad From One of Our Sites

Most people view pay-per-click ads as a lure. The vast majority of your plumbing contractors, heating and cooling technicians, and pro roofers utilize PPC campaigns to try to draw people in. In reality, there’s all kinds of paid ads that go beyond the typical listings you’ll see from Google Ads these days.

That’s where retargeted ads come into play. For those types of services that require multiple visits to your website to generate a lead, these ads offer the perfect way to say “Hey! You looked at our website. Why don’t you take a look at this targeted pitch for a related service?” Maybe you have numerous potential clients leaving your metal roofing installation page. Try creating a campaign that delivers a relevant ad while they shop for groceries or browse through Facebook videos (more on this subject later).

Retargeted ads can also be used to poach potential clients away from your local competitors! Is a particular contractor taking the lion’s share of premium jobs in your community? Try using a PPC ad campaign that addresses visitors leaving their site.

To set up your ads for success, you’ll need to produce a strong list of high-performance keywords and pitches that potential clients will respond to. The good news is that you’re targeting consumers that have already shown an interest in the services you provide. For many, the cost of creating these retargeted ads is actually cheaper than using Google Ads (formerly Adwords), and they provide better results.

The concept of retargeting may seem complicated. In reality, practically anyone can purchase these ads. And if you can get more bang for your buck in the form of better leads, why not?

Step #3: Content Marketing SEO

Just the term “content marketing” is enough to cause many to drag their hands down their face in frustration. So many digital marketing professionals push the method too Aggressively, it leaves a bad taste in everyone’s mouths. Content marketing at its essence however, offers profound value for both consumers and contractors. In exchange for information that the contractor likely already possesses, consumers provide deeper levels of engagement and enhanced site performance. And leads, of course. Don’t forget leads! It demands consistent preparation and writing each month, but content marketing offers plenty of ways to draw in more traffic to your website.

How can contractors and other business owners take full advantage of content? There are three key facets to all content marketing:

  • Topical research,
  • Keyword enrichment, and
  • Format optimization.

If you can nail all three of these elements, your content should naturally pull visitors to your site. Let’s break down each facet and what it looks like for your business.

Topics

How to Pick Engaging Topics

Choosing topics that potential customers will actually read is easier than you might think. Consider three essential resources for your topical research:

  • Google Search – “People also ask” and “Featured Snippets”
  • Answer the Public – Query lists for topics
  • Your Clients / Customers – Frequently asked questions

While you may be tempted to jump straight into a guide on why people should call your business (and only your business) as soon as humanly possible, that’s usually not the sort of material that consumers look for in a blog. Since content marketing revolves around providing high quality information for your readers, it makes sense to chase the hot topic questions that people are searching. You can even use them as headers in your blog posts and social media releases. 

FAQ’s from your clients offer a wonderful starting guide for your research. Try to keep a running list of these questions if possible, because they make blogging so much easier! Try Google-ing them and see what sort of results come up. If you strike on a hot topic, there should be a list of related questions in the SERP’s “People also ask” feature. (SERP stands for search engine results page). You can also take advantage of Answer the Public, an incredibly useful tool for generating hot topic questions.

Keywords

How to Rank Up Through Keywords

Just because you’re talking about consumer-generated topics doesn’t mean you can’t utilize some kick-butt keywords in your content! Blog posts offer great opportunities to target those primary keywords all your competitors crave, while simultaneously taking advantage of high-quality secondaries and long tail keywords. This is the same type of strategy that our SEO professionals utilize at Nolen Walker!

Keyword Examples

  • Primary Keywords: plumbing repair; emergency roofing service
  • Secondary Keywords: metal panel roofing; furnace part replacement
  • Long Tail Keywords: Trane AC unit installation; toilet repair in Dallas, TX

You may be wondering “Why not just fill up the entire article with primary keywords I want to rank for?” That may seem like a great idea, but this thinking causes hundreds of professionals to sit in the back pages of Google, earning little to no traffic for their efforts. Everyone competes for primary keywords, for their premium search volume. But few people take full advantage of secondaries, which still earn decent traffic without the heavy competition.

Secondaries and long-tail keywords earn high-quality clicks while your site progressively ranks higher for primary phrases. You’ll notice a steady influx of traffic in the meantime. Incidentally, you can use this same strategy for your service page content writing!

Formats

How to Optimize Your Content

We’ve already talked about keyword optimization, but let’s discuss how to make your content more appealing to Google. The greatest position any piece of content can receive in Google Search is the Featured Snippet. The search engine awards this prestigious listing to organic (non-paid) results that provide particularly insightful content on a particular topic.

To give your content the best chance of securing the featured snippet position (and make it easier for readers to consume), there are four rules you’ll need to follow. 

  • Keep your content at a 9th grade reading level.
  • Provide step by step bullet list that summarizes your most important points.
  • Use your primary keywords and questions in your headers.
  • Space out content into palletable blocks (no content “walls”).

Step #4: Social Ads – Spreading Your Content

Paid ads effortlessly extend into the world of social media. In fact, many consider social media platforms Facebook and Instagram to be better platforms for ads than traditional PPC campaigns in Google SERPs. With Facebook’s enormous user base of 2 billion active accounts, plus its customization capabilities, it’s easier to target qualified leads than ever before!

There multiple ways to harness these social media ads for your brand:

  • Content Promotion
  • Service Advertising
  • Event Publicity
A Facebook Ads Course From Blueprint

Facebook Offers Helpful Courses on How to Create Your Ads for Search Marketing.

Perhaps the easiest way to draw in potential customers is to utilize your best content marketing material as paid ads. By design, content marketing is designed to be extremely shareable and social media platforms are certainly the place to showcase your genius! Cut through the competition with a little ad spend, and your brand will certainly enjoy the publicity.

Remember those retargeted ads we talked about in step #2? Companies can also utilize the retargeting function available through Facebook Pixel. Simply embed code from the social media platform in your website, and you can create Facebook ads that follow people leaving your site. Whether you wish to promote your best content or you want to advertise an ongoing sale event, there’s plenty of uses for these ads.

The ads are relatively cheap and the advertising customization fantastic, so why not pursue your audience into Facebook and other hot social networks?

Step #5: Landing Page SEO – Upping Conversion

You’ve placed a lot of faith (and money) in your SEO and PPC plans. How can you make sure that your search marketing enjoys a solid conversion rate? After all, all this work should eventually produce new leads for your business!

Your website is the foundation of your search marketing. It’s also the final stopping point for all your campaigns, as consumers naturally drip down to the bottom of your online sales funnel. If a potential client clicks on an ad and willingly comes back to your website, that means they are either hungry for more information or ready to make the jump to contacting your business.

Your most important goal at this junction is to not screw it up.

H Bloom Provides a Great Example of a Search Marketing Landing Page

Notice the Immediate Request for Contact Information. The Numbers Also Encourage Scrolling. Source: H. Bloom

Ad landing pages need to be extremely focused and direct. No beating around the bush with extra descriptive information about your services or when a consumer might want to contact you. Simply follow this short strategy to convert your readers:

Your Landing Page Conversion Plan

  1. #1. Confirm the Problem.
  2. #2. Confirm Your Solution.
  3. #3. Remove Obstacles to “Yes”.
  4. #4. Call to Action.

You know the audience has a problem, especially if they’ve clicked on an ad for one of your services. Simply restate the issue and qualify readers as potential benefactors. You know that your business has the solution. Show them in brief terms how you have the solution and how it’s better than other options.

There may be a handful of objections to your service pitch that you can help people overcome. Add in a customer testimonial or two, your 5 star rating, an A+ from the Better Business Bureau, and pictures of your best work. Finally, close with a direct, unapologetic call to action. Invite people to call, email, or text your team.

Find Your Search Marketing Team!

SEO and PPC both play essential roles in a healthy search marketing strategy. Together, they produce results that most businesses couldn’t realize with just one or the other. That’s why our team at Nolen Walker provides professional services for both!

Our clients, hardworking business owners from all over the country, earn fantastic lead generation with our helpful services. They rank higher, earn better traffic, and create deeper relationships with their clients. If you’d like to take your business’ online search marketing to the next level, we’d love to team up with you too.

Call us today at (866) 356-8198 for a free consultation with an SEO and PPC professional! 

Is Content Marketing Still Worth the Effort?

Sometimes, the indirect approach offers the best results. As the tide of online research swelled in the last decade, content marketing rose to meet it. Nowadays, many people won’t even buy shampoo without performing considerable research on the most popular products. Take that hunger for information for these simple commodities, then consider just how even deeper that desire can be for large purchases. Bathroom remodels, roof replacements, landscaping projects, and other crucial investments rely on weeks (even months) of research.

While some skip to shopping directly, most consumers begin their consideration process via local guides and industry experts, through the medium of content marketing. Today, we’ll dig into the concept and what it means for your business. More importantly, we’ll show how to establish your own initial strategy for long-term growth.  

A Content Marketing Blog Post About Consumer Air Filtration

Content Marketing Offers Direct Insight Into Your Industry or a Related Consumer Problem.

A Short Intro to Content Marketing

We’ve all had more than our fair share of salesmen. In fact, it’s safe to say that the majority of us would be willing to go a lifetime without another telemarketing call. But every once in a while, you come across a professional that is so exceptionally skilled at their job, you’ll actually call them for advice on business or home-related challenges. These are the seasoned experts we all aspire to imitate, even if we aren’t working to sell the latest Honda or insurance bundle.

Content marketing is your chance to become an established authority within your company’s industry. That’s no easy task, especially when thousands of companies flock to Google Search with their latest content. If you can cut through all the poorly crafted blogs, videos, and guides however, your business will forge wonderful new growth opportunities!

Kicking Off Your Content Marketing Strategy

Just remember, the goal of content marketing isn’t to sell but to inform. In some ways, this form of marketing demands greater skill than with advertising, because professionals must generate valuable content for their target market. It doesn’t require the same level of graphic design or coding experience as developing a new website, but informative content does require skilled writing and industrial expertise. There may also be crucial technical skills involved.

Content Marketing Through a YouTube How-To Guide

How-To Videos Offer Fast Answers for Your Clients. Share Them on Your Website and Social Media.

Before you charge into the realm of blogging, video, and how-to’s, ask yourself (and your marketing team) a few key questions.

  • Do we have the talent to support a content marketing campaign?
  • What sort of metrics for success should we rely on?
  • How much time, money, and effort are we willing to invest?
  • What is our underlying purpose behind content marketing?
  • Which channels should we focus on creating content for?

You may not have the answers for these questions just yet. Below, we’ll explain how you can make these crucial decisions and craft the foundation for your content marketing initiative.

Creating Metrics

Establishing Metrics for Success

Before your company can enjoy content marketing success, you first need to define what a successful campaign looks like. While there are dozens of potential metrics available, finding the right ones may be surprisingly challenging. What does your team expect to get out of your time, money, and effort?

Potential Metrics for Content Marketing

  • More Direct Leads (Calls, Emails, etc.)
  • Stronger Brand Development
  • Better Rankings in Local Search
  • Email/Newsletter Subscriptions
  • Additional Business From Existing Customers

If you want additional ideas for potential metrics, check out SEMrush’s article on the subject! For companies just starting out, content marketing offers great tools for customer retention and search engine optimization (SEO). However, it shouldn’t be used as a primary sales funnel unless your new business specializes in digital services. Instead, focus on crafting better website traffic and conversion rates.

Investment

Determining Your Planned Investment

Next, you’ll need to establish just how much time you’re willing to put into developing content on a regular basis. Unlike advertising, you can’t expect the same material to stay relevant for years at a time. Company blogs, for instance, require monthly posts at minimum. Again, start by answering a few key questions for your industry.

Crucial Investment Questions

  • How often do my competitors produce new content?
  • Can I do better than other local businesses?
  • How many channels will I need to keep up?
  • What’s the cost (in labor hours)?
  • Will I need to hire a professional?

As our seasoned content writers at Nolen Walker will tell you, developing worthwhile content takes time. You’ll need to conduct research about hot topics in your industry, specifically those that matter most to your clients. Add in keyword research, writing time, formatting, editing, and publishing, and you’ll understand why too many businesses cut their content marketing efforts short!

Channels

Deciding on the Best Channels

Blogging isn’t the only venue for connecting with your target marketing, though it’s usually the simplest. Some businesses focus on video development, social media posts, or even infographics. Start by figuring out what your market’s demographic responds to best. Here’s a couple of helpful trends.

Content Marketing Channels & Their Best Uses

  • YouTube: Tutorials and Reviews
  • Facebook & Instagram: How-To Guides, Idea Lists
  • Twitter: Infographics, Industry Tips
  • Company Blogs: How-To Guides, Infographics
  • Industry Online Publications: Infographics, Case Studies
  • eBooks: Case Studies, Infographics
  • Email: Seasonal Guides

If your industry traditionally relies on extremely visual media for advertising, there’s a good chance your content marketing needs to follow suit. Interior designers, for instance, utilize professional photography in both their blogs and their seasonal idea lists. Videos also make it easy to display your wares without heavily emphasizing sales.

Should your business rest in a more financial or health-driven industry, you may wish to focus on a fact-rich format. Infographics offer a great tool for delivering a high volume of information without overloading your audience, as do case studies. Try finding a popular (and free) industry publication to share your content!

Talent

Assigning Your Marketing Talent

One of the most obvious questions to address in content marketing: Does your company have the required talent to continually produce content for your strategy? If not, you may wish to stick with simpler channels until you do. Social media marketing and blogging offer easy ways to release content without requiring too much technical expertise.

Alternatively, you may decide to take on new talent or hire outside of your business. Plenty of companies offer professional video production and digital services. Just make sure to find one with great references and reviews.

Need a Content Marketing Expert?

At Nolen Walker, our seasoned crew of graphic designers, social media gurus, SEO specialists, and content writers make it easy to grow your business and strengthen your brand. Whether you’re looking for content marketing strategy or fresh website development, we have cost-effective solutions for whatever industry you compete in. Our clients dominate their local search results, earn premium traffic, develop higher quality leads, and enjoy long-term growth.

Want to learn more about content marketing or another online marketing channel? Talk with one of our seasoned experts at Nolen Walker! Call (866) 356-8198 today for your free one-on-one consultation.

Posted: | Updated: Jul 15, 2019 | Categories: Content

How a Search Engine Works – SEO 101

With more and more consumers shifting towards online search for all their essential services and supplies, it’s clear that search engine optimization (SEO) forms the dividing line between success and obscurity for countless businesses. Whether your local business operates out of a house, a brick and mortar store, or a truck, commercial SEO is essential.

Here at Nolen Walker, our SEO specialists dig into some fairly technical topics about web design, advanced search tactics, and content development. Sometimes however, it pays to return to basics and review how all of these elements come together. The foundation of search engine optimization of course, is the Google search engine. For both newly-minted business owners and heavily experienced professionals looking to better understand online marketing, here is a fresh guide on how a search engine works: SEO 101! 

The Google Search Engine Bar

The Google Search Engine is the Backbone of Online Marketing.

The Google Search Engine

Picture the Google search engine as the most efficient, organized, and zealous librarian you’ve ever met. It constantly hunts for new websites and pages to discover and stores them away in a vast index. When you walk in to ask about a particular topic, the search engine immediately examines its extensive collection of related materials and presents you with a list of resources (ordered from most to least relevant).

No other search engine comes close to Google’s extensive capabilities, which is why the company enjoys a 92% market share

Google Search ultimately serves two groups: content creators and content consumers. As your commercial website comes into being, your business will fall into the first category. While the search giant eagerly desires to promote businesses across the world, it also maintains a duty to provide high quality results for its consumer base. This creates the rigorous front page competition that HVAC professionals, roofing contractors, plumbers, and other services experience every day.

New Listing Times in Google's Search Engine

Ranking #1 on Google Looks Different Every Year. Competition Remains Fierce.

Understanding the Cycle of Search

There’s a basic rhythm to search engines that every business needs to understand. It all begins with the development and distribution of content. Then Google steps in to investigate new content and store it for future user queries. Finally, the search engine ranks the content according to relevance whenever someone types in a related keyword or phrase. Finally, the cycle starts over as content gets refined and redistributed.

Summary of the Search Cycle

  • Step #1: Businesses create fresh content for distribution.
  • Step #2: Google analyses the content and indexes it for later.
  • Step #3: Users submit queries & Google responds with the most relevant content from its indexed materials.
  • Return to Step #1: Content gets refined & new content emerges.
  • The cycle continues…

Too many businesses focus on getting their new website out as quickly as possible, without considering the next steps in the search engine cycle. They end up neglecting critical SEO elements, such as keyword research and navigation. If you keep the entire search cycle in mind as your team develops a commercial website, you’ll earn much better results in your site traffic and lead generation.

A Beautiful Website Design for a Roofing Contractor

How Does Google Analyze the Structure and Content of a Website?

How Google Interacts With Your Website

In the second step of our search cycle, Google crawls (explores) your website, identifies the basic structure, and assesses the content within. In essence, the search engine wants to get a clear picture of what your business is all about. After it forms an initial understanding of your website, it indexes the website for future searches. There are a few crucial factors that Google looks for.

Key Elements Google Examines

  • Site Structure
  • Products and Services (Keywords)
  • Visual Design
  • Content Quality

Well-designed sites make it easy for Google to map out their pages by creating a simplistic structure. Primary service categories each contain a collection of closely related sub-service pages. All of these service pages are then neatly presented in a simple sitemap, ensuring every single page gets indexed by Google.

Of course, content and visual play huge roles in how well your website ranks down the line. Keyword optimization and graphic design not only improve your rankings in Google search engine results pages (SERPs), they improve your visitor experience too! These two wins ensure long-term success for your business.

An Examine of a Local Pack Created by Google's Search Engine

Local Packs Enjoy Premium Traffic Volume. Be Sure to Claim Your Free GMB Listing!

What Other Resources Aid Search?

Google alone offers a myriad of resources to aid your company’s quest for online growth. Some tools, such as Google My Business (GMB), enhance your listing quality and improve traffic volume. Others provide more rich information for potential customers searching for local services. Still more analyze your website activity and expose opportunities and weaknesses in the site design.

Tools You’ll Need From Google

  • Google My Business: Provides more detailed information and posts for your local search listings.
  • Google Maps: Offers satellite supported location services to help people find your physical business.
  • Google Analytics: Assesses the traffic patterns and visitor behavior to create opportunities for site improvement.
  • Google Search Console: Examines site performance and identifies potential page errors.
  • Google Adwords: Supports customizable and easily-controlled paid search campaigns for premium SERP placement.
  • Google SERPs: Presents top ranking competitors, related search information, and potential content topics for businesses.

All of these resources provide invaluable opportunities to grow your business and refine your SEO strategies! With the exception of Adwords, these tools are free.  If you can only work with a couple tools initially, start by filling out your GMB profile and researching SERPs for your industry (and local results).

Team Up With Nolen Walker

Wish you had an experienced professional to handle your search engine optimization and website design? Our team at Nolen Walker supports countless roofing contractors, plumbers, HVAC professionals, and numerous other services across the nation.

Our clients enjoy fantastic rankings in their local search results, earning…

  • More site traffic,
  • Deeper user engagement, and
  • Higher quality leads!

To learn more about our services and how we can grow your business, talk with one of our experts today. We can’t wait to serve you.

Call 866-356-8198 for the SEO Experts!

 

Posted: | Updated: Jun 26, 2019 | Categories: SEO

How Can I Improve My Conversion Rate?

Did you know that getting people to your company website is only half the battle? Only a small percentage of people visiting your company page will transform into clients. That’s a daunting truth to face, especially when you spend so much time and effort getting people to visit your company site in the first place. You can spend all the money in the world on off-site advertising and promotions, but that won’t necessarily enhance your conversion rate.

In case that makes you feel like throwing up your hands in despair, don’t worry! Companies have lucrative ways to improve their website lead management and build business. You just have to know where to look. Today, we’ll explore how to enhance your site conversion rate at little to no extra cost. Let’s dive right in!

What is a Conversion Rate?

Before you can identify why your conversion rate is low, we need to define the term. If you have enough marketing and/or sales knowledge to know what a conversion rate is, go ahead and skip ahead to our next section. You won’t hurt our feelings!

In this context, your website conversion rate measures the percentage of people (in a given period) who contact your business for service after visiting your website. Keep in mind that viewers may be coming from numerous sources, from localized Google searches to promotions on your social media account. Right now, we aren’t concerned with where these leads are coming from so much as how they are being handled on your site.

Google Analytics Tool for Checking Conversion Rate

Google Analytics Offers Free Tools for Small Businesses to Monitor Their Site Conversion Rate, Among Other Things. Source: Google Marketing Platform

If you currently have no clue what your site’s current performance metrics are, that’s okay. You can easily check your conversion rate in Google Analytics, a free tool for small businesses for gauging site activity. After checking out our tips, try testing out this helpful service!

Starting With the Basics: Web Design

Web design plays such a crucial role in both your site’s user interactivity and your search rankings. Every element must maintain a careful balance between advancing SEO (search engine optimization) and making visitor experience more amenable. That can be a strenuous challenge, especially when balancing daily operations and your website development. If you don’t have the time or energy to enact these changes, there are plenty of highly-rated development services that are willing to do the work for you!

Call to Action

Give a Clear Call to Action on Every Page

Every…single…page on your website should contain a clear call to action (CTA) for visitors, preferably above the page fold. If you’re wondering “What is a call to action?”, it refers to an object or verbiage that prompts a desired action from a site visitor. As you can see below, a page can have multiple CTAs in a single page (even just above the fold). They may ask for direct communication through a call or indirect via email.

Calls to Action That Boost Conversion Rate

Notice the 3 Separate CTA Elements in This Homepage Alone. They are Clearly Visible and Fairly Commanding.

Businesses need to understand something: it’s okay to tell people what to do to. When it comes to navigating a new and unfamiliar site, readers are more than happy to receive guidance in the form of a call to action (especially if they are looking for service). Well-crafted CTAs will almost always increase your site’s conversion rate.

Navigation

Simplify Your Navigational Menu

Nothing tanks a conversion rate like muddled site navigation. Even the most sophisticated Adwords campaigns and social media marketing can’t save a poorly designed menu system and infinite link loops. If your site receives plenty of traffic every day, but your conversion rate still drops, you might be stuffing your site with too many services.

Simple Dropdown Menu

Finding the Perfect Service is the Ultimate Goal for Site Visitors, So Make it Easy for Them.

Don’t try to get too fancy. Stick with a simple top banner and dropdown menu navigation. Your visitors will appreciate how easy it is to find their services, and you’ll appreciate the higher conversion rate!

Mobile Optimization

Optimize for Mobile Browsing

More than half of all website traffic in 2018 was run through mobile phones, according to a study conducted by Statista. Here’s a startling question: what if over half (52.2%) of your visitors turned away because your site wasn’t optimized completely for mobile browsers? With so many tools to analyze and convert your site into a mobile-friendly format, it’s no wonder Google inflicts serious rank penalties on sites that aren’t suited for the majority of online viewers.

Results for a Mobile Friendly Page Test

Google Offers Free Tools to Make Sure Your Company Site is Mobile-Friendly. Source: Google

WordPress and other site development tools usually contain options to convert your site into a mobile-friendly format. Unless your company is using a desktop-exclusive format, it shouldn’t be too difficult to convert your site. Of course, there’s always professional services to help you!

Want More Tips on Improving Your Conversion Rate?

Check out the Nolen Walker guide for keyword optimization, another crucial element of improving your commercial website’s conversion rate. Our team at Nolen Walker provides invaluable services for developing commercial websites optimized for search, crafting engaging and keyword-rich content, and formulating successful online marketing campaigns to promote your business! Our clients dominate the top results of their local search engine rankings, creating growth and a higher quality of leads.

To learn more about Nolen Walker’s SEO services, contact us at 866-356-8198

Posted: | Updated: May 28, 2019 | Categories: Design

SEO or PPC- Which is Best for Your Attorney Marketing?

SEO vs PPC Graphic
When it comes to digital marketing, you are faced with two main choices- SEO and PPC. SEO uses organic techniques to raise your firm’s ranking in search engines. By using these methods, your firm appears in more standard, local, and mobile searches. PPC is a paid marketing method that presents your ad during relevant searches and charges by the click. Both of thee marketing strategies have proven results that are higher than any other marketing tactic. But, which is right for our law firm? Will PPC or SEO make the bigger difference in traffic and conversions? Consider these pros and cons before finalizing your campaign strategy to maximize its effectiveness.

SEO

SEO GraphicPros

Among the many advantages of SEO, maybe the most notable is that it is inherently free. While you may pay a fee for professional management, SEO in itself is free of charge. In fact, it’s simply a way of better communicating with Google to produce higher rankings in search engine results. SEO marketing is also completely trackable and adjustable. With many traditional marketing tactics, it can be difficult to accurately assess effectiveness. SEO analytics provide accurate, easy to interpret metrics that help to identify the effectiveness of each aspect of your campaign.

Cons

Although SEO is known as a top marketing strategy, maximum results take time. Google must index your information before it can appear in SERPs. New websites can take up to a year to fully optimize, showing few results in the meantime. SEO is also an ever-changing method of marketing. This tactic depends on the search patterns of the general public, which change daily. In order to be effective, your SEO efforts must be continuously evaluated and revised.

PPCPPC Targeting

Pros

While SEO efforts take time, the effects of PPC are immediate. Once you begin your campaign, your ads appear in relevant search results. These ads are also easily trackable with accurate analytics tools and trackers. With fully customizable budgets, audiences, and ad types, these campaigns provide an outstanding return. Don’t like the progress of a particular campaign? Change it or cancel it altogether with revision, start/stop, and budget revision abilities throughout the campaign.

Cons

PPC campaigns offer law firms incredible benefits at an affordable cost. However, they can become quite expensive very quickly if not monitored or capped properly. Because PPC ads are so customizable, they must be created, monitored, and adjusted on a regular basis to be effective. These types of campaigns also require thorough research on audience, competition, and more to ensure maximum results. Because PPC ads can fluctuate so greatly, a professional marketer is recommended to get your ad seen through correct keywords, placement, and more.

All in all, SEO and PPC are both top advertising choices for any law firm. They each offer measurable analytics, adjustable details, and affordability. In fact, when used in unison, no other style of advertising can come close to producing better results. The Nolen Walker team of advertising experts can create both PPC and SEO plans for your law firm that get real results you can see. We work with you to establish a plan the works for your law firm and deliver lawyer SEO and PPC advertising that boosts your website traffic, conversion rate, and marketing ROI. Call our professionals at 866-356-8198 to get started on your digital attorney PPC or SEO marketing plan today.

Posted: | Updated: May 16, 2019 | Categories: General

7 SEO Tactics You Can’t Afford to Miss

SEO Techniques GraphicWhen it comes to online marketing, nothing gets results like great search engine optimization. Google and other search engines use your lawyer SEO techniques to index your website’s information and present it on relevant SERPs. There are multiple techniques that go into an effective comprehensive SEO plan, from keyword usage to schema coding. However, many websites lack key SEO elements that can maximize their efforts. Ensure your law firm’s website hits these major factors for optimal SEO results.

Google My Business

Your Google My Business account is free to set up and helps communicate important information to Google bots. It also helps with local, mobile, and map searches. Your Google My Business Account also helps Google bots decipher your services, products, and firm information like hours of operation and contact information. Google My Business also allows you to add photos of your firm, staff, and even graphics such as logos or infographics.
Google My Business

Structured Data

Structured data is a type of coding language that organizes information for easier and quicker indexing by Google bots. This allows your website to appear in more relevant searches and higher in search rankings Schema markup is one type of structured data that uses tagging to label each piece of microdata so that Google can easily decipher the topic and details. Schema markupcan also be seen as secondary link options on your Google search listing such as phone number, map view, or other related pages. Structured data can also increase your chances of appearing in a featured snippet, a block of featured information found at the top of search results.

Proper Headings

While most know that a main heading or H1 is needed, few consider the use of subheadings or H2s and H3s. These headings are indexed by Google to identify the topic of the following content. The use of H2s and H3s along with keywords can help your information be indexed accurately and quickly, above those sites that aren’t using this technique. These headings can be used to break up related information under main headings and can help your make yo9ur page easier to follow, leading to a better user experience.

Alt Image Text

While images are crucial for a great user experience, they can do so much more. While Google has not devised a way to index images, it can index the information surrounding the image. The image name and caption are both important elements to complete for SEO purposes. But oftentimes, the alt image text is left incomplete. This snippet of text appears when the image cannot load due to minimal computer capabilities or when the computer is set up for the blind or vision impaired. While alt image text is very useful in situations like these, it also contributes to your SEO efforts. Since the alt image text defines the image, Google bots are able to index the information, leading to better lawyer SEO results for your page.

URL and Page Structure

Each page on your site has a URL, or a specific internet address where the content can be found. The URL is a crucial resource for not just SEO but also for ease of navigation and identification. Using a short, clear URL helps Google identify the content of each of your pages. It also lays out a clear organization of your lawyer website’s pages and order so your viewers can easily find the information they are searching for.

The structure of your website is crucial for easy navigation and clear information location. Your law firm’s website pages should be structured beginning with general topics as top-level pages. For example, for a family law website, top-level pages may consist of “Divorce representation” or “Child Custody Representation”. Child pages should follow top-level pages, and offer more specific information on each general topic. The “Divorce Representation” page could have child pages such as “Contested Divorce”, or “Divorce With Untraceable Parties”. This way, your viewers can easily locate the exact information they are looking for. These pages could go even further with a third level for pages like “Divorcing and Incarcerated Party”.

Responsive Design

Mobilegeddon Google Update Graphic

With the Mobilegeddon Update, Mobile -Friendly Design is More Important Than Ever.

Since the Mobilegedon update performed by Google in 2015, websites that are not mobile-friendly are immediately ranked lower than sites that offer mobile-friendly pages. While there are multiple methods of making your site mobile-friendly, the most effective is a responsive design. This method uses commands in the coding itself to adjust your information to whatever type of screen used to view it. This allows your content to be viewed completely without the need for zooming or screen adjustment.

Your Lawyer SEO Experts

When it comes to online marketing, your lawyer SEO techniques must be better and more in-depth than your competition in order to achieve the coveted top Google spots. The Nolen Walker team can help you have more complete lawyer SEO to help you get more website traffic and conversions. Call us today at 866-356-8198.

Posted: | Updated: May 15, 2019 | Categories: General

5 Ideas for Better Attorney Blogging

Attorney Speaking into MegaphoneFor lawyers, blogging is a tricky subject. The law clearly outlines and what attorneys are allowed to do on public posts, and these actions are heavily monitored. Because lawyers are prohibited from giving legal advice on public forums, the subject matter can seem limited and dull. However, there are still plenty of topics that lawyers can delve into that are interesting, relevant, and informational. To keep your attorney blogging interesting and engaging, consider these ideas:

Relevant Interviews

Generally, the public likes to hear from subject matter experts. If there is an occurrence or event in your area such as a law change, a high profile case, or another interesting happening, deliver an interview from an expert. This presents interesting details, new points of view, and even exclusive glimpses, in some cases, that your audience won’t find elsewhere.

New Law Breakdowns and Explanations

New laws in any area can make people feel nervous and unsettled. “What if there’s information we don’t know?”, “When will the law take effect?”, and, “How does this law affect my loved ones?” are all questions that tend to surface when a new law passes. Help put your audience at ease while distributing useful, interesting content to your viewers.

Common Legal Mistakes or Myths

Many times, people get into trouble not through a purposeful act, but through an accidental offense. Use popular misconceptions, facts about statutes of limitations, or even uncommon laws that are still in effect. These subjects will hold the viewers’ interest while presenting new information, which will likely lead to a return visitor.

Use Comment and Post Boards

When you see a legal question on a platform such as Quora or Avvo, the person who posted it is most likely not the only one who wants to know. Use questions found on chat platforms to form a blog post. Answer the main question and present possible follow-up problems, alternative solutions, or other factual tidbits that the audience can’t find on other posts.

Hot Topics in Your Niche

Use common conundrums within your niche in attorney blogging to provide general information to the public. These topics can be general or they can deal with specific problems that a person might find themselves addressing. Either should be explained in detail along with possible outcomes, hurdles, and pitfalls. Some topics may include:

  • Pros and Cons of Filing for Bankruptcy
  • Dealing With a DUI
  • Child Custody and Your Options
  • What You Should Know Before Starting a Business

    Wordpress Blog Post Editor

    WordPress Offers an Easy to Use Platform for Blog Creation.

The Legal Blogging Experts

Attorney blogging can be difficult, but it can also be a prosperous endeavor, creating link opportunities, expanding your client base, and showcasing your expertise. However, blogging is time-consuming and stressful in any business, especially in the legal industry. When you need professional blogging for your attorney website, call the Nolen Walker experts to help. We provide relevant subject matter to your audience that is interesting, engaging, and helpful. Along with your attorney blogging services, our experts can provide professional SEO, PPC, and web design services that get your law firm noticed and ahead of the game. Call us today at 866-356-8198 to learn how we can help your law firm reach new levels of success.

Posted: | Updated: May 9, 2019 | Categories: Lawyer SEO

Does Word Count Matter in SEO?

Because SEO is a reactive industry its “principles” are based largely on confirmation bias and groupthink. Sure, Google gives us some guidelines to follow and occasionally releases a public statement but for the most part, SEO is a guessing game. Somewhere along the line the phrase content is king became part of every digital marketer’s rallying cry. The problem is not in the statement itself but rather in how it is perceived and subsequently applied to digital marketing. Many in the industry equate content with word count. Let’s perform a search for what day is it and analyze where sites rank relative to word count.

What Day is it Search Query

Now we’ll use the Bulk Word Counter from SEO Review Tools to measure the precise word counts of each first page result.

Bulk Word Counter Screenshot

Source: SEO Review Tools

No conclusions can be drawn from a single search query but this one at least demonstrates a challenge to the conventional wisdoms of the content is king legion. Out of 9 first page results, the top result is 7th in word count and 6th in corrected word count. The corrected count is merely an estimate of words on the page that aren’t filler. Like Kennedy prior to the Bay of Pigs invasion in 1961, SEO experts have failed to acknowledge cases like these because no one else is talking about them and bringing them up in meetings. But what you’re about to learn is that we’re not refuting the importance of content for rankings.

Content is Dynamic

When most people think of content they think about words. But why? Searching for the most contextual definition of content revealed that it is defined by Merriam Webster Dictionary as the principle substance (such as written matter, illustrations, or music) offered by a website. Some might point to the inclusion of written matter within the list of examples to validate their pre-existing bias but the reality is that the need for multiple examples is proof against that ideology. Illustrations and music can be considered content as well, and that is mostly the point. Consider these few notes:

  1. 1.) The “written word” may refer to everything from a single word to millions of them
  2. 2.) If illustrations and music are considered content, video is presumably content as well

Content Definition

Source: Merriam-Webster

User Intent Matters

Since SEO as an industry is for profit, salesmanship is inherently present within its marketplace. When you then consider the fact that SEO is a form of marketing it is subject to the same talking points as those used by snake oil salesman and used car dealers. But when SEO is not being used as a marketing chip it can actually lead us to tangible measurements that define trends without an agenda. Users searching for what day is it for example don’t care about word count. What do they care about? They care about what day it is. What the date is. And if it has any significance. Yes, it’s that simple.

Does Word Count… Count?

How would we know? Google makes the rules and they’re invisible. The only thing we can do as analysts is to test the information we have. The best way to do this is by conducting research experiments. As an SEO firm who has noticed discrepancies between the claims of our competitors and the tangible results on our screens, we decided to test a long held hypothesis that word count doesn’t always translate to results. This singular case demonstrates word count doesn’t mean everything but it does not refute the importance of content. Most importantly, it raises questions that others can then pursue answers to.

Will Google Rank This Page?

This page is 741 words long. Will Google rank it? If you’ve arrived at this page there’s a decent chance that it has ranked for one or more keywords. There’s also a chance that you’ve reached this blog post indirectly. Perhaps you’ve entered from a different web page on this site (most likely the homepage) and then clicked on this post in the blog section. Regardless of who you are and how you got here we would like to thank you for reading this through its duration. We decided not to make this post thousands of words because we know that your attention span simply isn’t that long. And why would it be when there’s lots else to do on the internet then sift through 40 pages about SEO theories?. Still, Google rewarding word count for the sake of it seems unlikely.

Posted: | Updated: Apr 16, 2019 | Categories: Content

One Simple Trick To Get More Google Reviews

What you are about to learn could change the course of your online marketing presence. It’s one simple trick to get more Google Reviews for your small business. Some might call it a hack but it’s perfectly legitimate and white-hat. That’s why it’s so valuable to know. We are giving this trick away for free so that small business owners around the United States can compete on Google Maps, especially in the Local 3 Pack. As you may know, a presence on the Local 3 Pack is critical to local lead generation. While more than just the quantity of reviews influence Google Maps rankings, they remain one of the foremost and sought after components to a Local SEO strategy.

The Free Advice Review Generator

We had a client who fielded a significant number of daily in which people were asking for help with a service that he did not specifically provide, but was closely related to his niche. Instead of telling them he couldn’t help, he pointed them to a service he knew of that could. Aside from providing free advice to several people per day, he gained nothing out of it for his business. After consulting with Add Positions, we urged him to ask nicely for a review after providing said advice. We stressed that asking and demanding are separate things. We told him not to pressure the caller into leaving a review, but to present it as “if you don’t mind.” You are not asking them to write anything unethical. All they have to write is that you helped them find the proper services. After implementing Add Positions’ strategy, this client saw there reviews surge quickly. They now dominate Google Maps for their industry. It wasn’t the extra reviews alone that did the job, but they were a central component. If you are a small business who fields calls for advice, you too can take advantage of this cutting-edge review generation technique. Follow these rules:

  • Ask Nicely
  • Don’t Apply Pressure
  • Keep it Ethical

The benefits of utilizing this trick is not only short-term but long-term as well. Besides getting the feedback in a form of a Google Review, you also increase the probability of that same person recalling you when they need the precise service you provide. You’ve established something known as brand recall. When you form a personal connection with an individual, they recall your brand when problems arise that you can assist with. So the free advice hack is not just about a single review or even multiple ones, it’s about growing your brand incrementally. It’s about leveraging part of your marketing appeal into increasing its output. All good for SEO.

Add Positions Quote From Nolen

Other Online Review Generation Tactics

The other review tactic that can be used effectively is asking your clients in person. There’s something about the personal face to face interaction that lends itself to a higher probability of reviews. Following up with texts and emails is more effective after that personal interaction takes place. People are busy, so they want the process to be as convenient as possible. You can make it so with a business card that has directions on how to leave the review. You can also invest in a website reviews widget so that they can leave the review directly from your website, and don’t have to find your Google profile (although it isn’t hard to find). People would rather binge watch Netflix than leave you a review, and that won’t change anytime soon. But if they feel you did a great job and then saw you take the initiative to ask in person, they just might take the 5 minutes and leave the feedback. Even 3 out every 10 clients can do wonders for you SEO.

  • Ask In Person
  • Remind Via Email & Text
  • Website Reviews Widget Integration

There’s other review tactics you’ll find online but many of them are what are known as black-hat. It means they are unethical and violate Google’s guidelines. Furthermore they can cause manual penalties issued by Google and completely destroy your online presence. Recovering from this won’t be easy, as your brand will now be tarnished in the eyes of Google. If a tactic mentions anything about financially incentivizing the client to provide feedback, you should move far away from it, and quickly. There’s also platforms where you can buy reviews in bulk. These are spam reviews, and it’s plainly obvious by the tone and voice of the feedback. If you’ve ever read reviews on Amazon that seem fake, it’s because they are. Amazon cracked down on that and now only accepts legitimate reviews. Google is even more strict in their reviews policy, so don’t expect to get away with anything unethical.

Streamline The Process With Righteous Reviews

Add Positions clients get a complimentary bonus widget known as Righteous Reviews. It is a native plugin, developed right here at AP, that integrates Google and Facebook reviews directly on your company website. We know that some consumers have a hard time locating the profiles on which they are asked to leave a review. Righteous Reviews eliminates this uncertainty by having it all done through your main website. This way, when you provide clients with a business card and ask for a review, all they’ll have to do is navigate to your website, which should of course be listed on your card, and click on Review Us. Using this widget, you can expect to see a more consistent flow of reviews streaming into your Google and Facebook profiles, as long as you’re getting clients regularly, and following the protocol of asking them in person. Benefits of Righteous Reviews include:

  • Convenience: Make the process simpler for consumers
  • Integration: Keep everything organized on one place, your company website
  • Volume: Encourage a greater amount of reviews towards your system

Add Positions does everything possible to give our clients the slight advantage required to improve rankings. Most times, it is attention to detail that swings a website from the top 5 to the top 3 and so on. The foundation of your website still rests on design, SEO, and mobile usability, but your online presence as a while expands beyond just your website. That’s why Righteous Reviews is so valuable. It takes one of your greatest digital assets (your website) and integrates it with perhaps your 2nd and 3rd greatest assets (your Google My Business & Facebook pages). As these entities feed off one another, each enhancement to any of them, is an enhancement to all of them. This mutually beneficial relationship between your website and profiles creates the robust online presence that Google prioritizes when ranking companies.

Posted: | Updated: Dec 12, 2018 | Categories: Episode, Reviews