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Online Marketing, SEO, and Website Design are constantly changing. In our SEO Blog, we will keep you up to date on the latest information you need to stay ahead of your competition.

How Will The iOS14.5 Update Affect Online Marketing?

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Apple has confirmed that it will require customer opt-in to be tracked by IDFA or “Identification For Advertisers” with iPhone and iPad users who have the new iOS platform sometime in early Spring of 2021.

How Does This Change Things?  When you visit websites, use search engines or use mobile apps, your activities, in most cases, are tracked using IDFA by advertisers like Google and Facebook to create a profile of what ads would appeal to you.

As it stands now, there are settings in existing iOS versions that allow you to opt-out.  The new version will require you to actually opt-in, or give permission to be tracked by IDFA.  This will result in less IDFA data being sent to advertisers.

I believe that less “big brother”, or more accurately, big data and machine learning for advertisers, is a noble cause.   However, it may come with a steep price.  Google, Facebook, and other internet platforms have to make money.  Right now, the data that is provided by IDFA creates huge income streams for these advertisers.  Without these income streams, there will have to be alternative income streams.

The actual effect on online advertising of this change is to be seen, but Google is reportedly going to follow suit with Apple to “keep up with the Joneses”.   Google is instituting a new program which is purportedly 95% as efficient as the current system.   Federated Learning of Cohorts (FLoC) is a solution that is with Google Chrome only that groups those with like interests into groups for ads.  All privacy will be preserved under this solution.

It seems that there might be a return to good old-fashioned online marketing based on searching for keywords or phrases as opposed to marketing based on interests and intent.  Will this drive the cost of google ads or Facebook boosts up?  Google Display and Facebook ads are some of the most affordable ways for our clients to promote their brands.  Will we return to an online environment where small-sized companies will not be able to afford to advertise extensively on search engines and social media platforms?  

I am confident that these platforms will figure these problems out, but the one certainty is that the digital landscape will again change in the near future.  Most advertisers should also strengthen first-person strategies like email collection, rewards programs, customer data platforms (CDPs), and automated marketing solutions like Sharpspring.

For more on this subject and other Digital Marketing and SEO questions, please go to our website at zenergyworks.com.

Thanks.  Please stay safe and healthy.

Increasing Sales 3x with Local SEO

Zenergy Works began working with this client in November of 2015 and in the last 5 years that we’ve worked together we’ve:

  • Increased sales over 3x
  • Increased their website traffic 12x
  • Established this client as a presence in local search

This particular client is an Auto Body Shop with one location in Santa Rosa, California.  (The client’s name will remain anonymous for strategic purposes). When we first connect with this client, we did an exhaustive debrief of the client’s marketing strategy, their ideal customer, as well as the types of services they prefer to provide and are most profitable. The initial diagnostic was this:

  1. A new website had been launched, but it needed a great deal of work in functionality like contact/quote forms, content, and mobile load time.
  2. Poor organic placement for significant search terms.
  3. No presence on Social Media.
  4. No strategy to take advantage of extremely positive customer reviews.

We made significant gains for this particular client by employing a geo-focused SEO campaign that allowed them to be found in search and build relevant website traffic quickly.  We emphasized our core values (ie.  OEM parts) using Google Text Ads to augment organic search positioning.  We began using blog posts and social media to give relevant tips on auto maintenance, OEM parts v. aftermarket parts, and how to evaluate if a body shop has the proper certifications to return a vehicle to factory specifications.

By making marketing a priority, and getting constant input and assistance from the client, by the middle of October 2020, we have been able to accomplish the following:

  1. Web traffic now is coming from results for search terms that emphasize the core and most profitable services offered by this firm.
  2. The company has grown and enjoys 3x the sales the firm had in 2015.
  3. The company is now competing with market leaders in its service area for all businesses instead of relying solely on insurance company referrals for new business.
  4. The company maintains top of mind awareness with its target market through social media.
  5. We designed and built a new website for the company that reflects the services offered, is structured for good SEO, and converts website visitors into customers.
  6. We have also helped the company to ensure that the brand of the company is consistent from website to business cards and in all advertising platforms, including social media.

Overall, the marketing strategy and tactics we’ve implemented for our client has led to dramatic increases in sales.  Additionally, our targeting has allowed them to focus on the type of business that they prefer to complete and clients they wish to work with.

Here is a quote from our client about our services:

My company, ———————-, has been using Zenergy’s services from web design, graphic design, content writing, eblasts, social media content, etc………. Eric, Vanessa and their team do a terrific job. They always following through on their promises and are quick to respond to any matter.

If you would like to find out more about how Zenergy Works can help your business to grow, please contact us.   Your initial consultation is free.   The client outlined here is available to discuss how their business has been changed by our marketing efforts.

Tech Manufacturer Gains International Market Share with SEO & Google Ads

Zenergy Works began working with this client in October of 2015 and in the last 5 years that we’ve worked together we’ve:

Increased sales over 5x
Increased their website traffic over 6x
Established this client as a presence in national and international search

This particular client is a high-tech manufacturing firm with one location in Santa Rosa, California.  (The client’s name will remain anonymous for strategic purposes). When we first connected with this client, we did an exhaustive debrief of the client’s marketing strategy, their ideal customer, as well as the types of services they prefer to provide and are most profitable. The initial diagnostic was this:

  1. A new website had been launched, but it needed a great deal of work in functionality like contact/quote forms, content, and mobile load time.
  2. Poor organic placement for significant search terms.
  3. Online presence did not accurately depict the growth and technical genius of the team.

We made significant gains for this particular client by employing a nationally focused SEO campaign that allowed them to be found in search and build relevant website traffic quickly.  We emphasized core products using Google Text Ads to augment organic search positioning and to increase website conversions.  The client launched an online catalog on their website, and we were able to leverage this online resource to increase exposure for online products.

By making marketing a priority, and getting constant input and assistance from the client, by the middle of October 2020, we have been able to accomplish the following:

  1. Web traffic now is coming from results for search terms that emphasize the core and most profitable services offered by this firm.
  2. The company has grown sales by  5x over 2015.
  3. The company is now competing with market leaders nationally and internationally.

Overall, the marketing strategy and tactics we’ve implemented for our client has led to dramatic increases in sales.  Additionally, our targeting has allowed them to focus on the type of business that they prefer to complete and clients they wish to work with.

Here is a quote from our client about our services:

I have been working directly with Eric and the Zenergy team for 3 years on behalf of a tech company. Not only have they have helped our company achieve excellent SEO and SEM results, but they are all extremely responsive, accommodating, and knowledgeable about the latest Google algorithm changes and strategies.

If you would like to find out more about how Zenergy Works can help your business to grow, please contact us.   Your initial consultation is free.   The client outlined here is available to discuss how their business has been changed by our marketing efforts.

Email Marketing – How Do Your Email Campaigns Stack Up?

Email has become so important now that personal contact has been limited.  

The hardest thing for a business owner to know is how your email campaigns stack up with others, both within and outside of your industry.

Many of the answers are in a Study released this Spring by Campaign Monitor.  

Campaign Monitor analyzed 100 Billion emails sent during 2020 to come up with the following results.  

These results can vary by industry and region. But here are some of the “top-level” results of the study:

  • Average Open Rate-18%
  • Average Click Through Rate 2.6%
  • Average Click To Open Rate 14.1%
  • Average Unsubscribe Rate .1%

Best Day of the week to send email-Friday

Worst Day of the week to send email-Saturday

To view industry standards for your industry, or to fill out a questionnaire to get a ranking on your email program, please go to Campaign Monitor report.

How Do You Know What Keywords Your Customers Are Using To Find You?

Many of my clients ask me how to better understand the keywords that customers are using to find their business online.  More importantly, how can NEW keywords that will bring more website visitors be found.  It is common knowledge that Privacy Settings in most browsers are making the keywords that are being entered into search engines more difficult to track in most website analytics.  Privacy settings that are currently being implemented in IOS 14 and Google Chrome will continue to make customer keyword usage and other browsing habits more difficult to track.

Here are some practical tips on how to determine keyword streams to use in your online marketing campaign.

  1. Closely track product inventory and types of services that you provide for your customers.  This will tell you what is most popular.  Be careful of bias in this, as you probably are not getting requests for services that you are not marketing for.  If your company is selling less of a service than competitors in your industry, look to marketing first before reducing prices or taking other actions to improve sales in that category.
  2. Talk to your team members who answer your phones, work directly with new clients or website requests for information/appointments.  Find out what goods or services are being requested by first time customers.  Consider emphasizing these goods and services in your online marketing campaigns.
  3. Use Google Trends to understand trends for search volumes for the terms relating to your business for as long as 5 years.  You can compare up to 6 search terms to find what searches are trending for your customers over time.
  4. Consult Keyword Research to better understand Search Volume, Competition, and suggestions for additional Keywords.  Keyword trends change over time, so please consider updating your research at least every 6 months.  Tools include Google Ads, Ahrefs.com, and SEMRush.com. 

Once the keywords have been found, what are some things that can be done to effectively deploy them into your online marketing plan.

  1. Use Paid and Organic Search Together to increase conversion.  When the search engine results page shows your company name in more than one place, it shows that you are a market leader.  
  2. Fully track website conversions on paid ads to get a sense of what Keywords are bringing you new customers.  It is not enough just to generate website traffic, but also to make sure that the traffic you generate results in new customers.  Track phone calls using call tracking phone numbers or services like Call Rail.  Contact forms and requests for quotes can be tracked through website analytics.  Google Ads Tracking Codes are effective in tracking conversions through Google Ads.
  3. Long Tailed Keywords for Voice Search on mobile devices (eg.”Pizza Parlor with Online Ordering and Delivery”).  Most of our clients see mobile searches be 40-60% of their total search traffic.  Long Tailed Keywords are very important, especially for local businesses and those who have significant percentages of customers 35 Years Old and younger. 

Eric Van Cleave is the Digital Director of Zenergy Works, A Santa Rosa California based SEO and Digital Marketing firm. 

Increasing Sales 7X with National SEO

Case Study: Increasing Sales 7X with National SEO | Nation Wide SEO

Zenergy Works began working with this client in November of 2016 and in the last 36 months we’ve worked together we’ve:

  • Increased sales 7x
  • Increased requests for pricing from 0 to almost 300 in the past year
  • tripled their website traffic
  • Established this client as a presence in national search

This particular client is a Printed Circuit Board Manufacturer with locations in Silicon Valley, Connecticut, Texas and Southern California (The clients name will remain anonymous for strategic purposes). When we first connect with this client, we did an exhaustive debrief of the client’s marketing strategy, digital presence, their ideal customer, as well the types of services their prefer to provide and are most profitable. The initiation diagnostic was this:

  1. A new website had been launched, but it needed a great deal of work in functionality like contact/quote forms, content and mobile load time.
  2. Poor organic placement for significant search terms.
  3. No national presence in search

We made significant gains for this particular client by employing a geo-focused SEO campaign that allowed them to be found in search and build relevant website traffic quickly.  We helped in national expansion by strategically using Google Text Ads to augment organic search positioning and Google Display Ads to increase brand recognition.

By making marketing a priority, and getting constant input and assistance from the client, by the end of September 2020, we have been able to accomplish the following:

  1. Web traffic now is national and international as opposed to being just from Silicon Valley in 2016.
  2. The company has grown and is forecasted to have 7x the sales the firm had in 2016.
  3. The company is now competing with the national leaders in its field instead of being a regional presence in 2016.

Overall, the marketing strategy and tactics we’ve implemented for our client has led to dramatic increases in sales. Additionally, our targeting has allowed them to focus of the type of business that they prefer to complete and clients they wish to work with.

If you would like to find out more about how Zenergy Works can help your business to grow, please contact us.   Your initial consultation is free.   The client outlined here is available to discuss how their business has been changed by our marketing efforts.

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