Reviews are critical for local search.

The basic conclusions of the study are that: (1) organic ranking factors (e.g., links, keywords, anchor text, etc.) boost local visibility; and (2) reviews are critical. The study argues that “local and organic search algorithms are still highly interconnected.” It adds that while Google is trying to include unique variables in the local algorithm, “traditional organic SEO tactics” are effective to rank locally.

via Local ranking factors study finds reviews, organic SEO best practices boost local visibility (Search Engine Land)

Easy win for local small businesses. Add a little “nudge” on invoices, email communications, and in-store signage reminding customers to leave a review.

Before that, of course, you gotta make sure you’re set up on Google My Business.

A proven case study formula.

Case studies generally follow a tried and true formula: How Person A achieved XYZ by using Product B. What makes the difference between a dry, inauthentic story to one that truly captivates is how you tell it. A good case study shares the elements of a good story, period:

  • Protagonist: a relatable customer from an aspirational company
  • Tension: a portrait of their workflow and challenges before using your product
  • Resolution: how they solved it by replacing their workflow with your product

Tension is the driving force of your case study. It grabs the reader’s interest, puts them in your customer’s shoes, and without it, your resolution (and “BUY NOW!” call-to-action) will sound completely unconvincing.

via Make customer enthusiasm work for you (Inside Intercom)

Case studies are content that close deals and create new customers. I think businesses, large and small, aren’t sharing those success stories nearly enough.

Maybe because they haven’t prioritized it. Maybe because they haven’t thought about it. Or maybe because they just aren’t talking to their customers as often as they should be?

Launch in 5 @ WordCamp Rochester 2017

What can you do with WordPress if you aren’t a developer (or aren’t inclined to set up a development environment and get “into the weeds”)?

Quite a bit, actually!

This session walks through my standard flow for getting a new WordPress site up and running. I’ll walk through each step: domain registration, WordPress installation, installing a theme & plugins, even connecting to Google Search Console and Google Tag Manager.

We won’t touch any code along the way. (I promise!)

If you’re new to WordPress, this is a crash-course walkthrough that’ll give you an idea of how quickly a site can be built.

If you’re an experienced WordPress user and want to start building sites for others, this is a good opportunity to see how you can get a foundation in place for a client without breaking a sweat.

Let’s get into it.

Keep reading…Launch in 5 @ WordCamp Rochester 2017

The three most powerful email automations, according to Paul Jarvis

Another delight from Paul’s Sunday Dispatch newsletter:

  1. Before the (hopeful) purchase: Make sure your leads get to know you before you try and sell them stuff. Educate them, show them why what you’re selling is valuable, show them there’s more than just you talking about your products.

  2. After the purchase: Make sure your customers know how to, then use what they’ve just bought. Teach them the ins and outs or little tricks. Show them what they bought is valuable and how they apply that value to their own lives or businesses.

  3. Building the relationship: Make sure you keep them coming back for more. Give them a reason to. And then treat them like super stars when they do.

Relevant aside: Paul sells a MailChimp training course called Chimp Essentials.

I don’t use MailChimp much these days — I work at GoDaddy and we have GoDaddy Email Marketing, aka GEM — but if you’re a MailChimp user, his course is worth a look. 🙂

 

Engineering lessons for content creators: 8 things I learned from Edmond Lau

Back in September someone recommended that I subscribe to Edmond Lau’s free email series about becoming a successful engineer.

I had no interest in becoming a successful engineer. But I was told that Edmond’s lessons would still be relevant.

I can’t remember who made the recommendation, but they were right.

Keep reading…Engineering lessons for content creators: 8 things I learned from Edmond Lau