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[Weekly Review] - Google New Tool To Understand your Customer Journey

Google Tools to understand your Customer Journey to Online Shopping

What is the customer journey

Customer Journey is basically the path that people will follow from the first time they hear about your services until they actually buy from you.

You'll find many different images online, but this ones from meltwater is very complete:

Customer Journey Conversion Funnel

Awareness

In the first stage people usually don't know about your products, services or benefits. This is what we call Awareness. It can be either: brand awareness or product awareness. It's very difficult to track your ROI from there, but it's definitely something you need to work on.

Consideration

This is usually the next step. People start to think about your product and will look more into its benefits.

Preference

This is a stage you need to be good at. People will look more deeply into the market to compare your product. Don't forget that people may find online competitors that you did not think about. So it's always important to have a regular look online.

Purchase

If you bring them here, it's good ! But it's not the end. Better for you they have a positive experience with your brand or they'll stop at this point.

Loyalty

That's usually cool but needs efforts too. Once people convert you need to be sure they'll keep receiving emails and notifications from your brand and products.

Advocacy

Nothing better than a happy customer who'll try to bring you more traffic. 

What is Google Customer Online Tool

Accessible on the following link, this amazing tool will give you some valuable insights about how people usually behave in your industry before they actually convert.

Funnel Process

Google Customer Journey

This part help you to understand which channel is influencing people during their conversion journey. Very interesting to help you to organize your marketing efforts. You'll find:

  • Display (banners)
  • Social (Networks)
  • Email 
  • Paid Search 
  • Referral
  • Organic
  • Direct

Funnel Process

Google Customer Journey 3
The second part of the tool will help you to understand how quick may be people to convert. In this example we can see that up to 34% of the people may convert during the first day. Once again very cool to know is your efforts should be more on getting traffic or communication with your prospects.
 
So what do you think ? Have you ever used it or even better implement such a tool in your analytics ? 
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[Weekly Review] - How to choose between SEO and SEA strategies

During the past few months, we got an increasing number of projects for which website was turning into a major leads and customers tool. For those companies it's not about looking for some SEO results within 6 months, but having direct traffic the day after the release. It's obviously a nice idea, but quiet impossible in SEO, especially with new domains. So it turned into a regular question: How to balance our customer budget between SEO and SEA ?

As we do deliver both services - SEA & PPC Services and Search Engine Optimization - we tried to figure out a regular strategy we can enforce. The main idea is SEA & PPC are a must have to kick start a project but you need to figure out which keywords will save money with SEO efforts.

Difference between SEO and PPC

PPC & SEO Services in Dubai

SEO - Search Engine Optimization - 

To make it short SEO is the process we use to help Search Engines -Bing, Yandex, Baidu, Google, ...- to understand, crawl and rank your website. Frankly speaking none agency knows how the hell those engines work. It's not that we like to lie, it's more that Google and cie don't share their algorithm with agencies. However, with time, experience and failures we come up with general ideas and guidelines about what we should or not do.  To make it short it's: make an amazing website, share great content and people (+ search engines) will love your website. It's a nice concept, really ...

PPC - Paid Per Click - / SEA - Search Engine Advertising -

This is something we like and not just because we're Google Partner in Dubai. In this case you make a list of keywords relevant to your business and bid to rank for those ones. It's the easiest way to drive qualified traffic to your website if you respect the must have: optimized landing pages, tracking of your keywords, ads and so on. It's good to start but quiet costly.

General ideas about SEA vs SEO project

Okay we confess that it's not always that simple, but keep in mind those concepts:

  1. SEA will cost you money and drive you leads
  2. SEO will cost you less money and drive you leads too but not before "one day"
  3. People clicks also on ads and usually don't click on the last link of the page
  4. A website ranking in SEA & SEO on the same page, as roughly 40% more chance to be clicked
  5. SEO is a paid free service
  6. SEO is usually less expensive than SEA
  7. Your time is money, money is money and you need money
  8. Some keywords will be out of reach in both

Once you know this you can keep the following schema idea: it's good to start in SEA and step by steps move your efforts to SEO

SEA VS SEO Budget

Step by step tuto to decide how to optimized your website

#1 - Customer surveys

People don't Google like you. That's a fact, so don't bother us anymore with it

What to do

Take some times to speak with your customers. Make a form and collect data such as: keywords they google , website they consult and so on

Why to do

You need to know which expressions people use to look for your services and products. Keep in mind that people don't do like you.

#2 - Keyword Analysis

Be where people look for you

What to do

Review the list of keywords you got previously. Use Google Adwords Planner Tool to see their average traffic, difficulty, competition, bids. Check also similar expressions. Then use Moz difficulty tool to see the average difficulty for those keywords in your country.

Why to do

Forget what you think of SEO and SEA, be pragmatical. This list will help you to sort out the expressions that deserve your attention. Add some ranking factors to the average searches, difficulties, etc. and then focus on the keyword by importance for you.

#3 - Market Analysis

Be realistic and pragmatical, your time is your money 

What to do

Once you have your list of keywords ranked by interest, Google the 10 or 20 most important. Then note down the competition in ads and non ads. Make the list of competitors and use Moz tool bar to check their Domain Authority

Why to do

You need to know exactly who you gonna compete with for the keywords that do matter for you. 

#4 - Last step before taking a decision

Give me one penny, I'll convert it into 5 dollars !

What to do 

Add a "my services""how many services can I provide" and "my margin" columns into your .xls on the most interesting keywords check which of your pages will rank and more important how much margin you can make per service along with the number of units you can provide to people.

Why to do

No money for you = no money to invest. So be sure that you know in services you can invest your time and money.

#5 - Take a decision

Money, money, money

What to do

Now that you have: list of your relevant keywords, their interest for you, the services linked to them, your competition you can take a decision. Pick up the first 20 expressions / keywords you gonna focus on.

Why to do

You need to move smart. Focus on the best margin keywords and go for both ads and seo. SEO harvest will come later but you need to start now, meanwhile SEA will give you results straight away.

#6 - Monitor & track your efforts

Keep in mind the Sisyphean task

What to do

Use your first keyword list to create a new doc with: budget spent, current ranking, conversions on your website.

Why to do

You need to track your results on those elements. Week per week your ranking will evolve and you'll get a clear vision of your ROI.

Conclusion in SEO vs SEA

In 2014 there is no agency that can guarantee you results on SEO and SEA. All we can do is work hand by hand with you towards the best combo and strategy packages. So our unique advise is test, track, test, track and test again

People behaviors change regularly along with Search Engines algorithms. So you need to invest your time and money towards the best ROI tools. Without a deep analysis of your customers and competitors, you'll just setup vanities metrics rather than ROI KPI. 

So what do you think ? Will this post be relevant for your activity ?

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[Weekly review] How to optimize your Google Searches

Google expressions to know

Don't underestimate Google power ! If you're looking for specific information you'd rather ask it nicely to Google. It'll be happy to provide it to you !

Boolean operators 

Search for an exact word or phrase | "search"

Use quotes to search for an exact word or set of words on a web page.

Ex: "imagine all the people"


Exclude a word | -keyword

Add a dash (-) before a word or site to exclude all results that include that word.

Ex: dental -site:wikipedia.org


Search within a site or domain | site:

Get results only from certain sites or domains.

Ex: SEO site:joomgeek.com


Search for pages that are similar to a URl | link:

Find pages that link to a certain page.

Ex:link:google.com


Search for page similar to a url | related:

Find sites that are similar to a URL you already know.

Ex:related:joomgeek.com


Fill in the blank | *

Add an asterisk within a search as a placeholder for any unknown or wildcard terms.

Ex: "a * saved is a * earned"


Search for either word | OR

If you want to search for pages that may have just one of several words, include OR (capitalized) between the words.

Ex: services SEO OR SEA


Search for a range of number | ..:

Separate numbers by two periods without spaces (..) to see results that contain numbers in a given range of things like dates, prices, and measurements.

Ex:SEO Services $500..$1000


Find information about a site | info:

Get information about a URL, including the cached version of the page, similar pages, and pages that link to the site.

Ex: info:google.com

 

Some more searches you should know

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[Weekly Review] - The top 5 reasons SME should contract an external Digital Expert on a yearly basis

JoomGeek Web Experience

Some months back a prospect contacted us wondering if we could assist them in building their global digital strategy, KPI and tracking tools. That was a kind of new request for us, as our agency is usually contracted for the full process not just the strategy part. So I got a quick look into Google Trends and adwords tools to see who else may look for the same. 

Web Consultant Experts In Dubai

It's obviously not easy to get some very accurate data out of this. However, we notice that people will actually look for both: digital services or digital experts. Once again it's just to get an idea as we won't know so much who may look for a yearly support or a regular service.

Web Consultant Experts In Dubai

But anyway, we came back with a new service and quotation to assist people in building their strategy and we thought it was actually not a bad idea to provide an external support service.

5 facts that should help you to contract an external Digital Expert to plan your web strategy

#1 - You know your business, we know web

When you have on board thematic experts - SEO, Community Manager, Designers, PPC - it's always a plus. But many companies do rely on one Marketer -with digital powers- to do the Web Job. It's better than nothing, but you can't ask someone to be good in everything. So in this case I do think it's important to get the chance to brainstorm with people whose job is to be always on the top of their job trends.

#2 - It gives you a non expert view on your business

Hé hé hé ... Have you ever wondered how people look for your products, or who they'll find when they look for similar services ? Too many times, we realize that people think that everyone is Googling or understanding the market and competition their way. Most of the time is actually not the case at all. So agencies will provide a new vision of your market.

#3 - It'll save you time

Time is ... MONEY ! So yes, if you ask Digital Experts to build your online strategy, we'll most probably go straight into the point and focus on major elements. For example we regularly advise people to stop wasting time with irrelevant posts on Facebook. Instead better to get a one to one talk with your customers about the last service or product they experiment with you. 

#4 - It's the occasion to adopt honest KPIs

Who could say it never -slighlty- adapt its KPI in order to make them look better in front of his CEO. Most of the time the same CEO has just no idea of what are those web KPIs. When we work with people on their KPIs, we do it based on their objectives and expectations. Not based on what they'd like to hear.

#5 - It'll give you the chance to focus on what does matter most

Better to ask your team to do their job the best they can, instead of asking them to participate in many side line running projects. So let people who knows what they are talking about drive you toward your main goals.

Similar experience to share ? 

Have you ever faced the similar situation when hiring an expert is way too expensive, so you'd rather go for an alternative solutions ? 

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