The Tip of an Iceberg: Data Analytics in a Digital World

Published January 4, 2023

Diving into digital analytics can be a daunting task, especially for those who aren’t data analysts at heart. From websites to social media, to digital ads and beyond, analytics isn’t anything new, but the ease of obtaining digital information is growing at a lightning fast pace. By having this information literally at our fingertips, it provides opportunities for those studying them to learn and progress with new ideas and visions faster, and easier, than before. Interpreting data can vary from business to business, and what is considered a success for you can be different as well, but let’s just skim the top off of what data analytics is and briefly learn what the most important parts of analytics are for beginners.

Google, Social Media, and Other Digital Analytics

Likely the most popular kind of analytics for a website, Google Analytics is used by over half of all websites. Google tries to make their analyzing methods easy for the viewers, but there can be a lot of data and quite the big puzzle to put together. When first opening Google’s data interface, it can seem like a lot of information being thrown at you. But once you set up your goals, you will start to see the magic happen. You’ll learn where your audience is coming from, who they are, what their habits are, and so on. Here is a good reference for Google Analytics for Beginners, but we can also help answer any questions that you might have. 

As for social media, each platform improves upon their analytical composition constantly. Insights as to who is following you, the performance of your social media posts, and learning what your target audience craves are all examples of why analytics are important for social media. There is likely very valuable information in your social media analytics, it is just figuring out what is most important to your business that is key. 

Since this is just a quick reference, there are three things we suggest taking into account when learning how to read your analytics. Understanding your audience is critical as you need to know what they want and how you are going to respond to that. So let’s just briefly hit on the following topics to give a brief overview of what they are and how they help your business.

  • How do people reach your site?
  • What are they doing when they get there?
  • What is your conversion rate?

How Do People Reach Your Site?

Thanks to analytics, we can see how a user even came to find your website. Did they just do a random search on Google? Did they click one of your digital ads? Did they click a link on social media? Your analytics will tell you all of this information which can then help to determine what is working best for your target audience and where you need to be!

What Are Common Behaviors on Your Site?

Once someone is on your site, whether it is your website or social media, what are they doing? Your analytics will give you a glimpse into how much time someone is spending on your site, where they are going within your content, what are they clicking, where are they getting stuck, how much time are they spending on certain pages and so much more! All of these behaviors can help improve your website for your audience.

What is Your Conversion Rate?

And finally, likely the most important analytic that we all want, is what is your conversion rate. If multiple people are getting stuck on a certain page and leave the website, then it is a website problem, not a customer problem. If you start to see patterns of what website visitors are doing when they make a purchase, then it is rewarding to see what you are doing is working for your audience. You always want to make sure that whatever you are pushing, whether it is a product, service, sale, download, etc., that it is easily accessible to the viewer and they obtain their goal for coming to your website in the first place.

The Bottom Line

Analytics are not always easy to digest but they are essential. If you are just learning analytics, start with our three recommendations for what to check out first. Once you learn those, then you can keep diving deeper into more. If you are not working with a marketing team that provides clear and consistent analytics information, then contact us to chat about how we can help.

SEO 101 – What Is It and Why Should I Know About It?

Published June 6, 2022

SEO stands for Search Engine Optimization, which, according to Moz, is a “set of practices designed to improve the appearance and positioning of web pages in organic search results. Because organic search is the most prominent way for people to discover and access online content, a good SEO strategy is essential for improving the quality and quantity of traffic to your website.”

Part of a marketing strategy is SEO services. These services consist of a combination of things. There is not a magic button that someone can push that says optimize my keywords, make my website rank higher than my competitors, or show my images on page one. Rather, SEO is a combination of a variety of services. There is no one-sized-fits-all approach to this. It’s important to address SEO services with your marketing team or agency, but as a leader, it is also important to be aware of what SEO is, how it can help your business, and then make sure you are paying for only services that are addressing your SEO needs and not for a “bundle” of services you don’t need.

Let’s just skim the top of SEO so that you can have a basic understanding of what it is. If there’s more you’d like to learn, contact our team and we can dive deeper into it with you.

What is a Search Engine?

Search engines are sites like Google, Bing, Yahoo. DuckDuckGo, etc. There are so many different search engines that can be used, but according to Joe Barker, all search engines consist of three parts:

  1. A database of web documents
  2. A search engine operating on that database
  3. A series of programs that determine how search results are displayed

Professionals argue over which is the best search engine and why. It is a major science that goes into creating a search engine. And it is even a science of figuring out how to manage SEO for clients. We’ll get to that. 

Google is typically the dominant search engine in the world, but there are reasons why some users won’t search through Google, including the theory of information being withheld. Sites like DuckDuckGo are said to be best for users who have privacy concerns and want to keep their browsing information personal. This list could go on and on as to what search engine is best and why, but it typically boils down to personal preference and where the information wanted can be found fastest.

What is Organic Search?

There are two kinds of search results: 

  1. Paid results
  2. Organic results

It is easier to understand paid results – basically it is results that populate because money is behind that result. Organic search results happen because of strategy! These results then lead to organic traffic, which then hopefully leads to whatever the conversion goal is. 

Here’s where it can get confusing and tricky. Organic search results differ from search engine to search engine. It just depends on that search engine’s algorithm. Figuring out that algorithm is a lot of work, research and patience because it is ever changing! There’s never a guarantee that anything will rank in a particular position. The good news is that Google Analytics expert Avinash Kaushik once determined that around 86% of search engine users prefer organic search results. We have been accustomed to scrolling past the ad to get to the first section of results. 

How Do I Ensure I Am Optimizing Search Results?

The best advice when it comes to SEO is to write for what humans want to read first – SEO second. Like previously mentioned, the “rules” for SEO are constantly changing. So whether you are writing website copy, a blog, social media posts or whatever, write to your audience, post what they want to see, and then think about SEO. After you have your content written, think about keywords. Go back through your text and see if

 your keywords are there. If not, add them! Not sure about keywords? There are SEO tools to help with that!

If you are building a website, build it for the user, not the search engine. There is nothing worse than a website that is hard to navigate. User experience ranks higher in our book than SEO factors. SEO can be a second thought in this situation as well. Build your website to you and your target audience’s liking, then address headings, sub folders, mobile friendliness, links, and so on. Test the website to make sure it loads quickly. If not, take care of whatever is slowing it down because that will hurt your SEO. If users are jumping on and then off of your website because it loads too slow, that will hurt your rankings.

And as always, constantly research, improve and update your content, website, whatever it is you are working on. There really is no finish line to this work since it is always evolving. Whatever it is that your competitors are doing, search engines changes, and even your own business/personal changes are always going to happen. A strong online presence gives your business credibility, a professional image, and an improved customer experience. Our team can review your brand through your online listings, SEO scores, social media presence, website speed and more. We can also compare how your business performs online compared to your top competitors. Then we can discuss what the plan should be moving forward if you’d like! Take us up on this opportunity!

Google My Business – What Is It and How Does It Work?

Published June 6, 2021
google my business what is it and how does it work

Launched in 2014, Google My Business became a business’s best friend for online searching. Google My Business is an online business directory that lets you manage how your business appears on Google Search and Maps. If you skip out on using Google My Business, you potentially will miss out on customers and sales. Why? Well let’s dive a little deeper into what is Google My Business and how it works.

What is Google My Business?

In simple terms, it is a business profile within Google. But it is not just your Business Profile, rather a tool by which you enhance your Business Profile to boost its visibility and effectiveness. Business Profiles appear in Google Maps and in the local results of Google search. A listing on Google My Business can be an amazing marketing tool for search engine optimization (SEO). Obviously Google has some power on their search engine, but now it has allowed businesses to have their search space as well.

All that Google requires within the business profile is the business name, location, and category. Once it is confirmed that the business is not a duplicate, Google will create the business profile for that location. You can have multiple location profiles per business if you have separate addresses. For example, a doctor has two offices. The doctor can have two business profiles for the business with two separate locations.

Is Google My Business Free?

YES! And it isn’t a scam. Google doesn’t charge to create a Google My Business profile. Plus, Google My Business does not operate on a pay by service level, like free, super, premium, etc., business model. This means that your business has the same level of access as your competitors. However, this could all change and it could become a paid service and eventually upsell the account levels. But for now, June of 2021, it is free.

Why Should I Use It for My Business?

Google always favors Google My Business profiles with extra information and user engagement, especially recent engagement. If your profile is up to date with a business image, hours, location, and services/products, Google will know that it is relevant information and will know to show it to someone searching for something similar.

Additionally, your business profile is open to people to leave reviews, add their personal pictures, ask questions and even answer others questions. Google might also populate your profile for you from information that it finds online. Of course that can always be edited to make it fit to your business standards. You know your business best!

How Do I Set Up A Google My Business Profile?

Yay! Glad you’ve made it to this point of wanting to set up a Google business profile. It is the right thing for your business.

To get a Google My Business account, go to google.com/business and click “Manage now,” which will take you through the steps of creating an account. Enter all of your information. Google will then need to verify the business location is actually yours. You’ll be sent a postcard by mail that will have a code on it to confirm it is yours.

In the meantime, optimize and nurture your profile. Add your business hours, ask your best customers to add in some pictures and reviews, add your own pictures and make sure the other business information like location and contact information are correct.

Now What Do I Do with My Google My Business Profile?

Post to your Google My Business listing at least once a week. Think of it as an additional social media post. Make the Google My Business post something specific to your business and link to your website. Hashtags won’t matter for this post. If you have an image that you took, post that instead of one that you create and is just a general image. When you use a picture that you took at the business, it has location tags within the file that Google will recognize. We don’t have to get deep into how that works. Just think of it as picture magic!

Being active on your listing is always a good idea. Manage reviews, good and bad, add events that are happening for your business, add a new picture of a product or someone doing your service, or add in an offer that you want to share with your potential and current customers. If Google releases updated information grabs, a new item where it already shows the things mentioned previously, this should be posted about. At the time of this blog (June 2021) there is a Covid-19 update area where businesses can post Covid updates, like if they are closed or the rules have changed. There is a good chance that this particular information will be ranked better than others. Update your profile to match whatever Google is suggesting.

Good luck with your Google My Business profile! If you have any questions or would like help setting up or managing your profile, contact us.

Does Your Business Have a Solid Foundation?

Published March 18, 2020
Up view in financial district

With a solid digital foundation, the sky is the limit!

Without a good business foundation online, that perfect marketing strategy you’ve created will most likely result in free advertising for your competitors. What do we mean? To answer that, let’s briefly review the consumer buying process.

When we as consumers have a need or want, we do research. Most of that research is performed online. For example, after watching a commercial or seeing an ad, we head online, perform a keyword search or perhaps visit a few websites. We read online reviews, consult friends or family, or visit groups on social media and ask questions. Once we’ve gathered enough information, we make a purchase with a reputable company – either online or at a brick and mortar store.

As one of the businesses competing in this search, you want to make sure you’re showing up as much as
possible and providing a great user experience when consumers find you. A solid marketing plan is important. However, if potential customers can’t find you online when they’re searching for your products and/or services, chances are they’re finding your competitors.

Elements of the foundation

A strong business foundation has three elements to it. These elements include business listings, a responsive and secure website, and at least one social media business profile.

Business Listings

Business listings are public profiles that you set up within online search directories. They contain vital
information about your business such as name, address, phone number, website, hours of operation, and
more. They are a way for potential customers to find you online. 80% of customers use business directory
listings to research a product or company before visiting or buying. It’s critical that your listings be accurate and available.

By creating and claiming your listings online, you’ll be able to manage reviews, both good and bad, and show your customers that you value their feedback and customer service is important to your business. It also establishes credibility and opens the door to your online presence.

A responsive and secure website

A website is your number one marketing asset. In fact, 30% of consumers won’t even consider a business
without a website (Buzzboard.) That doesn’t sound like much but would you turn away 30% of your customers before they even have a chance to see what you offer?

A website doesn’t have to be a work of art but it does need to be informative and responsive. At a minimum, it should provide basic information to your potential customers. For instance, it should include:

Safe, and secure access
Most customers prefer mobile over desktop. Your website should be mobile friendly and responsive on devices your customers are using. Work with your website manager to apply SSL Certificate to your site. When applied, SSL Certificate encrypts user information and ensures their safety while browsing your site.

An informative homepage
Make sure your customers can learn what they need to about you and your business. With an informative
homepage, you can explain what your business is about and the products and services you provide. This
establishes a human connection and a sense of trust with your audience.

Accurate contact information
Lastly, your website should have clear and accurate contact information so customers can reach out with
questions or feedback. Be sure to also have links to all social platforms your business manages for an added layer of communication.

Social Media

You’ve got your business listings and your responsive website. Now let’s talk about social media.

A good social media presence allows your customers to connect and interact with your business on a more personal level. This goes beyond just posting updates. A solid social media plan also includes engaging with your audience and looking for ways to increase your reach and visibility. You don’t have to be on every social platform but be sure to manage those you are on well.

How do you do this? A good rule of thumb is to post a couple of times a week or at a minimum of 2-3 times per month. The content you post should be relevant and engaging for your audience and should generate conversation naturally. Don’t be afraid to look at social groups or businesses like yours to see how they’re posting.

It’s also important to encourage audience growth by inviting customers to like and follow your business page. Extend your reach to as many people as possible by boosting your posts and adding paid advertising to drive additional growth and brand awareness.

We’re here to help!

The team at Triple-Nine Digital is here to help you find your starting point and make sure your brand foundation is solid in support of your advertising efforts.

Our team will help you evaluate your online brand, what is going well, where you may need some help, and how other businesses like yours compare. From there, we’ll help you create a strategy for success and prioritize it to match your budget. We are with you every step of the way. Through fully transparent
communication and reporting, we show you exactly where your marketing dollars are going, the results your efforts are producing, and plan for continued growth. When you succeed, we succeed! Let us help you get started today!

What You Need to Know About Local Business Listings

Published February 8, 2019
Closeup of open and welcome to store sign board at the door.

Ever heard the term, just “Google” it? It almost seems like this sentence is part of everyday life. When we are looking for answers, places to go, things to do and items to buy, we search for them. Another way we get information is by posting and checking our feed on social media. We ask our friends and follow companies on Facebook so that we can keep an eye on what they have to offer. With this trend, it is extremely important for companies to make sure their business profile is correct when listed online.

The Importance of Facebook Check-Ins

People love the idea of checking in on Facebook. It allows them to share with friends where they are and sort of maps out the day, but these check ins are more important than you think. When a person checks in to your business, if a business page is not available, Facebook creates one. This can be a bad idea as more people will have access to make comments and say anything negative about the business. It is the responsibility of the business owner to create their business’s Facebook page first. Having your business Facebook page allows you to update customers as to what is going on. Advertising sales, promotions, and even contests for followers of the page is a great way to market locally.

Eliminating Duplicate Listings

From time to time, we come across duplicate Google listings for businesses. Although common, it is not good for business. Customers can easily get confused when searching for a business with multiple listings. The quickest way to alleviate the problem is through a process called duplicate suppression. Even if you are not Google savvy, there are many companies that will take care of the suppression for you, but it is not the best solution. When dealing with duplicate listings, it is best to utilize duplicate reduction. This completely removes the additional listing as opposed to hiding them. Hidden listings can resurface, but duplicate reduction eliminates the problem completely, but it will take longer.

Listings for Different Departments

Google generally only allows one listing for a business address, but as with most things, there are exceptions to this rule. Doctors, lawyers, dentists, financial planners, real estate agencies, and insurance agents can have various departments. Allowing for multiple listings at the same address enables customers to find the department necessary without having to resort to being transferred from one department to another. Hospitals, universities, and government agencies regularly maintain different listings for departments as it makes it much less confusing to customers.

Google Posts Matter

Google Posts have not always been a significant part of local listings, but today, things have drastically changed. Actively involving your business with Google Posts have a positive impact on your listing due to Google’s behavioral search recommendations. Google Posts improve click through rating and with the continual updating of Google systems, we are sure to see this entity become even more important to local businesses in the coming years. With Google Posts, employer posts stay live for a full 7 days requiring the company to continually provide up to date content. It is also a free service that utilizes content over advertising, so consumers value learning about something new while enjoying new content from their favorite local businesses. The call to action button on Google Posts also helps businesses track attribution and increase customers conversion ratings.

Truly Optimized Listings Require Both Listing Management Services and Individual Business Effort

Active listings enable customers to find, inquire, and acquire services from any business. It takes a sincere effort on the part of the business as well as the best listing management services available. Google algorithms are always being updated. Currently, they feature 8 signals that need to be accounted for to make a quality listing…

1.Link Signals
2.GMB Signals
3.On Page Signals
4.Behavioral Signals
5.Mobile Signals
6.Citation Signals
7.Social Signals
8.Personalization Signals

Keeping these signals in mind require a keen understanding of how Google works. Listing management services enable the company to have peace of mind in knowing that all 8 of these factors are accounted for and managed effectively.

Where to Turn?

If you are a business owner looking to increase local traffic through your local listing, trust Triple-Nine Digital. We have the experience in knowing what clients want and how to improve your local listing to work best for you. Targeted advertising, social media management, search engine marketing, email management, website design, and reputation management are just some of the marketing factors we help you with. Where it is possible to go it alone, with local listing management, it is much better to know you have an expert in your corner with your best interests in mind. Contact Triple-Nine Digital today and let us take you into tomorrow.