Category Archives: Web Content

5 Ways to Turn Website Visitors into Subscribers

Getting 150,000 hits on your website is pretty good, right? Well, yeah, maybe—unless all 150,000 of your visitors leave the site without taking action. Then, it might turn out, all you’ve got is sound and fury—a lot of buzz, but nothing that directly improves your bottom line.

Traffic alone isn’t the most meaningful metric. What matters are conversions. Ideally, you want all your website visitors to buy a product from your business, though of course this is a lofty goal. A more reasonable one is to convert as many visitors as possible into subscribers; this, in turn, can help build brand loyalty and awareness, and ultimately lead these visitors down the sales funnel.

Okay—but then, how do you turn your website into a subscription hub? How do you coax as many visitors as possible into joining your inner circle? Here are five methods we’ve found to be highly effective.

How to Convert Website Visitors into Subscribers

Provide valuable content that matches user intent. What are search engine users really looking for—and how can your website provide them with relevant solutions? Those are the questions you have to ask as you develop your website content. If you’re a plumber, you can assume that search engine users are probably looking for authoritative answers to all their plumbing needs. If you’re an attorney, your users may want to know when, where, and why to engage your services. Your content should always convey valuable solutions, and provide the information search engine users are after.

Create fresh content regularly. If your website blog hasn’t been updated in a year, and if the top entry in your Company News section dates to 2011, then it may be hard for your visitors to imagine why they’d want to subscribe. You’ve got to show them that by taking the time to subscribe, they will receive meaningful updates on a regular basis.

Fill your website with diverse content. The goal here is to write content that appeals to as many different people as possible—that is, blog readers, video watchers, e-book downloaders, and so on. Be robust and varied in creating value-adding, solutions-focused content.

Include strong calls to action. If you want people to subscribe to your list, you’ve got to ask them to, and provide them with an easy lead-capturing form. Do so on every page of your website, if subscriptions are your goal.

Analyze your results. In marketing, analytics are everything. Make sure you track the results of your content, and pay attention to what works and doesn’t work in terms of subscriptions.

Does Your Website Convert?

The bottom line: Your website shouldn’t just be an online placeholder. It should be a conversion machine—and in many cases, that means a subscription generator. If you’re not seeing those results, reach out to our team for a consultation. Contact Grammar Chic at www.grammarchic.net, or 803-831-7444.

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Filed under Blog Writing, Brand Management, Business Writing, Content Marketing, Web Content

5 Things to Do When Your Business Gets a Bad Review

No small business owner likes to see negative reviews pop up. Criticisms posted to Facebook, Google, or Yelp can sting. They can feel personal. What’s more, they can damage your business’ online reputation—causing potential customers to think twice about giving you their hard-earned money.

Still, negative reviews happen, despite your best efforts to make every customer happy. When you see a bad review, don’t panic. Instead, follow these five basic rules.

What to Do When You Get a Negative Review

First, acknowledge it. Ignoring online reviews doesn’t do any good. It might just encourage the reviewer to troll you even harder. Plus, other customers who see the review may wonder why you haven’t taken the time to help the customer with the complaint. The bottom line: Unaddressed reviews look bad.

Keep calm. If it looks bad to leave negative reviews unanswered, it looks even worse to fly off the handle and respond to a customer in rage. No matter how unreasonable you think the customer is being, remember: People are watching. They want to see how you respond. Take some time to cool off, and don’t reply until you’re able to do so without any anger or hostility.

Offer a solution. A negative review presents you with an opportunity to show real customer service skills—and if you can do so effectively, it might end up enhancing, rather than detracting from, your brand. Try to think of some ways to make things right with the customer who’s complaining. Go above and beyond, because again—people are watching!

Flip the script. Negative reviews also provide a great chance for you to reiterate what makes your company great. Saying something like “We’ve been in business for 10 years, and maintain 99 percent satisfaction scores from our clients” can be a great way to emphasize that your reputation is for excellence, and that you’re committed to impressing your clientele.

Ask to take the conversation offline. Arrange to speak with the customer privately, over email or phone, to make things right—rather than airing your dirty laundry for all the world to see. If you can turn that unhappy customer into a happy one, you might even ask for them to revise their review accordingly.

Now, there’s just no pleasing some customers—so if you follow these tips and still can’t get through to them, don’t beat yourself up about it. Just focus on providing great service to your other customers, and hopefully winning some positive reviews to offset the bad ones.

Need additional tips for responding to online feedback? We’d love to offer our advice. Reach out to Grammar Chic, Inc. at www.grammarchic.net, or 803-831-7444.

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3 Timeless SEO Rules Anyone Can Master

Google’s algorithms are constantly shifting, the technical rules of search engine optimization (SEO) regularly changing. That can be frustrating, especially for small business owners who don’t have a technical background. The good news is that, though details may vary, the big picture remains more or less the same: Google wants to provide its search engine users with value, and if you help them accomplish that, you’ll probably get decent enough rankings. That’s something that even the complete novice can latch on to.

Specifically, there are three basic SEO principles that we believe will guide you toward a smart, savvy approach—and they don’t require any great technical know-how on your part. Here are those three principles, which are timeless and evergreen.

It’s Always About the End User

Again, Google is a business, and it wants to provide its customers with a great product. In this case, that means providing search engine users with relevant and valuable results.

A lot of small business owners get caught up in writing for the search algorithms—but that’s backwards thinking. You don’t need to write for Google. You need to write for the end user. Write content that is clear, well-structured, informative, and full of actionable takeaways. Writing for actual human beings is the best way to appease the algorithms.

Be One of the White Hats

Do you know the difference between black hat and white hat SEO? Basically, black hat SEO seeks to cheat the system and circumvent Google’s stated rules, while white hat SEO abides by those rules. Black hat tactics can sometimes generate quick results, but they’re never lasting results. A solid, enduring SEO presence requires a white hat approach.

So, don’t try to game Google. You don’t need to resort to gimmicks, or buy links. Just focus on providing valuable content that includes natural, judicious keywords and that earns links from other websites. Skip the shortcuts and do the real work instead.

Make Use of Every Opportunity

If you’re wondering how many keywords you can cram into your content, you’re thinking about it all wrong. The key is to use keywords organically. With that said, you definitely want to optimize every square inch of online real estate that’s available to you. That means focusing not just on writing good content, but also writing strong title tags and meta descriptions.

Not sure that you’re following these timeless rules properly? Our team of SEO-savvy copywriters can help. Reach out to Grammar Chic, Inc. today to talk about getting your Web content ranked better. Find us at www.grammarchic.net or 803-831-7444.

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Content Marketing with RankBrain in Mind

How does Google determine which content ranks where on the search engine results page (SERP)? That question is at the heart of SEO, and it’s also important to content marketing. Answering it is, truthfully, close to impossible; Google’s algorithms are complicated, and ever-changing. There are a lot of factors in play, and the way Google balances and prioritizes them is somewhat veiled.

With that said, Google has been clear about one thing: RankBrain is one of the most important of all ranking factors. In fact, Google has stated that it’s in the top three. So, if you want to write content that ranks well, you have to know what RankBrain is—and how to appease it.

What is Google RankBrain?

RankBrain represents the artificial intelligence and machine learning aspect of Google’s algorithms. RankBrain works to understand user queries and content topics, and to match the right content with the search request— evaluating all the content out there and formulating the best possible results for the search engine user.

In other words, RankBrain is a machine that’s actually capable of learning about content and user search queries, and of judging which content provides the most relevant and actionable results for a search engine query. That’s really pretty cool, especially when you consider that these editorial decisions are made strictly by AI; there is no human assistance required for RankBrain to do its thing.

Again, RankBrain is not the only factor in determining search engine rankings—but it’s a major one. This brings us to our ultimate question: How can you design content that appeals to RankBrain? How can you get your website or blog ranked well by this AI system?

3 Tips for Mastering RankBrain

There are three tips we can offer here.

  1. Write content that is focused. RankBrain evaluates content to determine—basically—what it’s about, and whether it answers the user’s question. If your content is all over the place, jumping from topic to topic and presenting a hodgepodge of information, it’s unlikely that the algorithms will be able to reach clear conclusions. Content like this almost never ranks well. Make sure each blog post and each website has a strong, singular topic—and that everything within the content points back to that topic.
  2. Structure content in a logical way. Along the same lines, your content should be structured in a way that leads the reader (or the RankBrain algorithms) through a logical argument. Present your main topic or point in the first paragraph, then use section sub-headings to advance the content, one step at a time, until you reach a clear conclusion or CTA.
  3. Test everything. You won’t be able to guess your way to ranking success. Instead, you’ve got to constantly consult your data and analytics—seeing which content works and which doesn’t, learning from your SEO successes and failures alike.

Step Up Your Content Game

Effective content has to appeal to human readers and to Google’s machine learning system—and that’s a tall order. We can help. Get some seasoned, SEO-minded content writing professionals on your team. Reach out to Grammar Chic, Inc. to learn more: 803-831-7444, or www.grammarchic.net.

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Filed under Blog Writing, Content Marketing, Content Writing, Social Media, Web Content

6 Extensions to Broaden Your AdWords Reach

More and more, marketers are blurring the division between paid and organic reach—often marrying content marketing with PPC in order to claim larger sections of online real estate. For instance, a focus on content marketing can lead to more organic search listings, while an AdWords campaign will land you further visibility at the top and along the margins of the SERP. It’s only through using both strategies in tandem that you can truly dominate the search listings.

Something else to consider: Some AdWords ads take up more of that online real estate than others. By making an ad bigger, you can actually increase your visible dominance of the SERP—and also increase the odds of people clicking the ad. The way to make your ads bigger is to take advantage of AdWords extensions.

These extensions come in different types, but they all do basically the same thing—they make your ads bigger. So which ones should you be using in your AdWords campaign? Allow us to highlight six of the most essential and versatile AdWords extensions.

AdWords Extensions You Should Be Using

Sitelink Extensions

Rather than just including one link within your ad, this extension will allow you to showcase up to five—your regular link, then four extras. You can pick a unique description for each link, too, and the cumulative effect is a single AdWords listing that looks like five separate ads! There’s really no better way to expand the reach of your paid Google ads.

Location Extensions

This option will automatically display your physical address to customers who happen to be nearby—so, it’s a really good option for brick and mortar businesses looking to increase their foot traffic.

Call Extensions

Display your phone number in your ads—allowing search engine users to give you a call without even needing to click on the ad.

Callout Extensions

If you’re running an ad for a particular product, this extension will allow you to highlight some of its key features; you’ll need to practice brevity, but the extension will let you pick out a few key words or phrases to include in the ad, forming a list of benefits for your reader to consider.

Price Extensions

Include the prices of your services and products within the ad itself—a great option for companies whose affordability is a key selling point.

Review Extensions

If you’ve received rave reviews from reputable blogs or magazines, you can showcase that feedback with a review extension—a powerful way to build credibility and trust.

Get the Big Picture

AdWords extensions can be valuable—but only when you implement them within the broader context of an integrated marketing strategy, with compelling content at its core. What does that mean for your company? We’d love to talk with you about it. Reach out to the Grammar Chic team to find out more, at 803-831-7444 or www.grammarchic.net.

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6 Non-Technical Ways to Boost Your SEO

Search engine optimization isn’t rocket science—although, to be fair, it can sure seem that way at times. You can get pretty deep into the technical dimensions of SEO, which for small business owners who lack a tech background can be daunting. But here’s the good news: There are some completely non-technical, novice-friendly SEO strategies that can actually have a big impact on your site’s visibility and rankings. In this post, we’ll share just six things you can do to make Google love your site more—no advanced technical training required.

Simple Ways to Ramp Up Your SEO

Make a User-Friendly URL

Sometimes, URLs will default to random strings of letters and numbers—but that’s obviously not very helpful to users (or search bots) trying to determine what the page is about. Make sure each page of your site (and each blog post) has a short and descriptive title—for example, the page where you can learn more about the Grammar Chic content marketing services is www.grammarchic.net/content-marketing-services. Right to the point! Content management systems like WordPress usually make it quite easy to change your URL to whatever you want it to be.

Structure Your Site for Readability

You can enhance user experience (UX) and SEO by designing a website that guides the reader from top to bottom—that is, from headline to call to action. Make sure the headline itself is compelling, and that you break up the content with descriptive section sub-headings. Use bulleted lists when you can.

Place Keywords in Strategic Places

You don’t have to do a lot of complicated math to figure out the desired keyword density for a Web page. Instead, just naturally and judiciously insert keywords in titles, section headings, and meta descriptions, then perhaps once or twice in the content itself. Always make sure they feel natural, not cumbersome to read.

Enrich Your Content

Make sure each page has an image, video, GIF, infographic, or something else to provide added interest. You shouldn’t have just isolated blocks of black-and-white text.

Link to Relevant Resources

Internal linking is key to SEO success. If there are other pages of your site—or blog posts, for that matter—that augment the page in question, include strategic links to them. There’s really no right or wrong number of internal links. We’d just caution you to make sure the links you include really are relevant and helpful.

Encourage Social Sharing

When a piece of online content is shared on social media, that signals to the search algorithms that it’s useful—that is deserves a prominent ranking. Share your own content on social media, but also make sure you enable the social sharing buttons that let others quickly and conveniently share your content. Again, WordPress and other content management systems make this pretty easy.

Going Further with Your SEO

As you can see, there are plenty of small steps you can take to seriously improve your SEO effectivity. To go even further—to get content that’s written to rank and to convert—we encourage you to call the Grammar Chic, Inc. team today. Reach out to us at www.grammarchic.net or 803-831-7444.

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Give Google Exactly What it Wants

Here at Grammar Chic, our pet nickname for Google is the Content Monster. You see, the world’s most powerful search engine is like a beast that’s constantly hungry; if you want to stay in its good graces—that is, maintain online visibility and SEO prominence—you’ve got to throw it some chow on a pretty consistent basis.

And it helps to know exactly what kinds of grub this Content Monster likes to devour.

Regular content publication is certainly crucial, but it’s especially beneficial to post content that fits within the Content Monster’s regular diet; in other words, you don’t want to feed it just anything. There is such a thing as bad content—stuff Google just spits back out. No, you want to make sure the Content Monster is enjoying all of its favorite delicacies.

So what does that mean, exactly?

Allow us to show you, with a quick rundown of Google’s favorite kinds of content.

This is the Content That Google Loves

Long Form Articles

We’ve blogged before about word count, and noted that in some cases, a shorter article just makes more sense. With that said, Google is in the business of providing substantive answers and thorough solutions to its users—so if you’re able to put together a really rigorous and in-depth article that spans 1,500-2,000 words, that’s certainly something the Content Monster will eat up.

Evergreen Posts

If you’re writing about a topic that will be old-hat or out-of-date by tomorrow morning, you can’t really expect to score long-time search engine prominence. While flashy, hot topic posts have their place, those timeless topics are the ones that will more likely win you the Content Monster’s favor.

Lists and Galleries

The human brain seeks organization, and tends to like information that’s laid out in a clear, easy-to-follow format—like a top 10 list. Google knows this, and lends priority to articles that are structured in this way.

Resource Banks

What we mean by resource bank is, any article that will lead search engine users to still more good content. For example, a used car dealership could post its list of the top 10 best family cars, and under each entry on the list it could have a link to a separate, in-depth review of the vehicle. Google likes its users to be able to keep clicking, keep searching, and keep discovering more—so use that to your advantage with inter-connected posts.

Videos

You don’t want to post a video without some kind of caption or written synopsis, but you can make video a focal point of your content marketing campaign. The Content Monster isn’t going to object.

A final note: What Google ultimately wants is anything that provides good, relevant, and actionable information to users—period. Make that your guiding concern in content creation.

Feed the Content Monster

Keeping up with the constant demands of the Content Monster is tough—but we can help. Let’s talk about Grammar Chic’s content marketing services and how they can benefit your business. Reach out to us at 803-831-7444, or www.grammarchic.net.

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