website SEO

If you want to increase your website SEO, remember, it’s more than just keywords. Writing compelling copy matters to your long-term SEO strategy.

You can pay for search ads all day long, but that can get costly — and it still doesn’t pack the punch that organic search results can. Organic results are 8.5 times more likely to get the click and they lead to far higher closing rates

Getting that organic search results comes from a marathon approach to maintaining your website and creating informative content. You have to write right, from beginning to end, and keep the fresh content coming.

To help you do that, we’ve pulled together six tips to help you improve your website’s organic SEO by strengthening your copy.

1. use a keyword planning tool

Too many businesses think of their website as an online brochure — something you direct people to once you’ve met them, so they can browse your offerings. If you do that, you’re missing the point. 

keywords help customers find your website

Maybe you show up first when people search the name of your business combined with your city — if so, good on you. But how many people are directly searching the name of your business? The truth is, you probably haven’t met your best customer yet, and if you don’t create a way for them to find you, you never will. Creating strong organic website SEO by targeting relevant keywords is key to meeting those customers.

keyword research tools

It’s time to change your website from a brochure to a beacon. To do that, start with a keyword planning tool and start building a strategy. At energyhill, we also use Spyfu and Google Trends to do keyword research for our site and clients, but there are several other tools out there.

Keyword planning tools help you identify the words and phrases people are searching on the internet to find you, your business and what you do. Do you know the phrases people in your target location are searching to find your products? Are you powering your product pages with those keyword phrases? Are your SEO page titles using these keywords? 

If not, stop what you’re doing right now. Go to the Google Adwords Keyword Planner (or the free Keyword Tool) and find out what people are searching. Write it down, and come back for the rest of the tips.

how to use keywords

Got those keywords now? OK. Let’s recap. If you’re a university with an amazing online MBA program that nobody knows about, you need to collect the words and phrases your prospective students are actually searching online. Then integrate them into the copy on the pages that talk about your amazing online MBA program — in your titles, headlines, and copy. That’s how you start building great website SEO.

2. write SEO headlines and subheadings

When it comes to the headline of your page, you’ll want to integrate the keyword or keyword phrase early and with confidence. It takes a touch of copywriting alchemy to write headlines well. On top of including your strongest keyword phrase, you’ll also need to keep it concise— under 65 characters is best — and engaging.

use keywords in headlines

Remember, if you do your job well, your new page is going to show up in search results. You want that headline to stand complete in the search results (and not be cut off mid-thought). You’ll also want it clearly correlated with the search phrases to get the click.

For example, if you’re a credit union, and you find that people are searching the “best free checking account Tampa,” your free checking account product page should probably be something like “Sign Up for the Best Free Checking Account in Tampa.” Make sense? 

subheadings (a subheading about subheadings!)

Your subheadings should support that SEO title. This breaks up the text and creates a sort of map for the reader. These should still be talking about the free checking account and its benefits, with more keywords that relate to the topic.

Another point to keep in mind when writing your copy — search engines like Google crawl a website the way most people would read it. They look at the headline — is this about the topic I think it’s about? Yes, I’ll keep going. Then, they scan the subheads — does this offer me information I need or want on this topic? Yes, even better. Then, they look at the actual words you’ve written. Do these words continue with that idea? Does it explain it well? Yes, great. Bonus points!

So it’s always in your best interest to keep your consumer in mind first, with your keywords in mind, second. Lastly, keep your subheads in order so search engines can easily index them.

3. create useful content

You’ve come all this way — why would you go cheap now? Your content needs to be a lot more than just a few bullet points. Sure, you might get a nice initial scan by the search engines or the readers because of your excellent headlines and subheads. But if you don’t back that up with true, relevant content, you’re going to lose them all. 

blogging for SEO

And since we’re close enough to talk about length now, I’m going to take the opportunity to suggest you incorporate a blog or news page on your website. 

Your blog or news page would be the perfect tool to create a perpetual stream of SEO-charged content — blog posts or news articles that talk about your products and services, industry-related tips and information, happenings with your company, and all those things that your customers want to know. Re-writing your website for strong SEO is great, but having fresh content with strong SEO is even better.

what’s the right word count?

A good rule of thumb for a minimum on word count is 400, but try to write much more if possible. First of all, pages and articles with more useful information are more likely to be read and shared. Second, search engines are smart, and you will be downgraded in your SEO score if you aren’t following through with rich informative content on your pages. 

This is one of the few times in life where less is not more, so enjoy the excess, and don’t leave out any details.

4. write custom, enticing meta descriptions

Meta descriptions don’t directly impact search ranking, but these descriptions are just as important as the content itself. Meta descriptions should quickly summarize the post and give your audience a reason to click and read. 

meta descriptions

In organic search, meta descriptions are just as important as the on-page text because they can quickly engage the reader. Just having a dedicated meta description is proven to increase click-through rate. Use these snippets to share your posts on social media — another crucial part of your content marketing strategy.  

Make sure these meta descriptions for pages and blogs include your keyword or keyphrase and keep it under 160 characters — the quicker they get to the point, the better.

5. use a strong call-to-action

If you’ve done your job, your company’s products are showing up on that first search page, you’ve earned the click from your target audience, and you’ve gotten the customer’s interest. They’re there, they’re in the buying mindset. Now you need a strong call-to-action (CTA)

That CTA can be anything from “Get started” to “Buy now” — but you need to close the deal and create a path for them to reach you. Either have the option for them to sign up for or purchase your product right then and there, or at least include a “Request Information” form. 

Whatever you do, make sure you incorporate a CTA. That way, you can make the connection when the time is right.

6. build internal and external links to boost credibility

Great content is one thing, but that traffic needs to be converted into sales and interested potential customers. Part of your website SEO strategy must be to link to the important pages on your website, but also to high-authority external web pages.

The reason for building out links is two-fold. First, linking to internal pages on your website keeps users on your site longer and boosts your high-authority pages in search engines. Second, quality external links (or links to other websites) back up your arguments with valid sources and boost your site’s relevance in the process.

don’t overdo your links

You shouldn’t go crazy with links. For example, don’t start putting two links in one sentence. Be conscious about how much you’re linking off your site. It’s confusing for the reader and can be distracting. Don’t force it. Instead, use links when they’re extremely relevant to what you’re writing. 

write right

Strategies for SEO are endless, and you should constantly be adapting to find holes in your SEO plan and address them. Stay persistent and you’ll find results.

Write with your target consumer in mind, make it easier for them to connect to your products and services by using the right keywords and phrases, and give them all the information they could want. 

In the long term, you’ll build your website SEO, and you’ll build relationships with the people who matter. Don’t we all love a win-win?

If you enjoyed this info and want some more help on building your website SEO strategy, reach out via email, phone, or just click the chat bubble in the bottom right-hand corner of your screen. We’ll chat IRL.

company blogging

Every business wants more website visitors — more visitors equates leads, and leads generate sales. But how is your website giving value to your customers? Blogging should be a cornerstone in your content marketing strategy to help drive steady traffic to your website.

Of course, if your blog content is engaging and provides something to a potential customer, they’re more likely to value your business. By combining valuable content with search-engine best practices, businesses will see steady growth online.

If your business doesn’t blog, it should start. What a lot of businesses don’t realize about blogging is the potential for growth and online visibility that they offer. Even a few blog posts a month can increase your web presence, engagement and improve your SEO.

Not convinced yet? Here are the three main ways blogging can benefit your business.

1. improves site traffic & SEO

Search engines love new content, and blog posts are a great way to create fresh content focusing on your brand and what you’re all about. Use your blog posts to inform your customers about the products and services that they love, give them how-to’s, and help them connect more deeply to the value you bring to their lives. 

In doing this, you’ll naturally incorporate the keywords and phrases they are using online when searching for this information. As a result, you will align your content with what they’re looking for, improving your SEO and increasing your visibility on the web.

In turn, you have more indexed pages — or pages that can be found in search engines. And all of them relate back to your business. You can also power up on that SEO with quality links, with related posts or other pertinent information.

blogging creates content for social media

With a content plan in place, you can distribute your blogs on social media channels to get the word out and drive even more traffic to your site. Essentially, information and bits of content from your blog can be reshared across social platforms to keep social feeds fresh and updated.

In addition to an evergreen timeline, new potential customers can begin to find and interact with your brand through various social channels.

2. builds relationships with customers

Earlier we touched on helping your customers connect more deeply with your brand. That’s how great relationships are built. 

Your blog can help you strengthen the connection you already have with loyal customers, and also build new connections with potential customers. As you share your business expertise and inform them of upcoming trends, specials and news, you will be letting them know that you care about them personally.

write useful blogs

The number one rule here is: Be helpful. Your business blog is not all about salesmanship — it’s about providing something of value to your audience. To be successful, you should always write with your audience in mind. 

Blog for your customers, and don’t be afraid to keep them on their toes! Ask them for feedback on a topic, share funny stories, and celebrate holidays and events with them.

3. establishes brand authority

Blogging gives your business a voice and is the perfect place to let your company’s culture and personality shine through. 

This is your platform with which to share your expertise and set your business apart as a leader in your market. Blogs are a place to show what your business is made of and shout out your successes. 

How do you want people to think of your business? Your blog provides a place for your brand, creativity, enthusiasm and vision to be heard. Make sure your message is loud and clear, so people will understand and remember you when the time comes to make a purchasing decision.

start writing blogs!

Business blogs are a wonderful way for your company to interact with your consumers, improve your SEO and build your brand. And best of all, it’s not only a very profitable form of marketing, it’s also one of the cheapest available. 

Blogs can stay online forever, so they will continually create new traffic even as you create new ones. So now, your business has no excuses to avoid blogging any longer. Create an editorial calendar or talk to us and get blogging!

Post updated: May 18, 2020, 12:10 p.m. EST

In the ever-changing industry of marketing, it’s easy for a brand to get left behind. Staying on top of the latest trends and staying aligned with an audience requires constant self-analysis and research. Take it from the big brands; they’re continually morphing their look and messaging to stay current and maximize their reach. But how do you know whether your company needs a complete rebrand, or a brand refresh?

It’s important to always keep an eye on the market to determine whether or not it’s time for change. However, rebranding is not always necessary. Instead of planning a complete overhaul, sometimes all companies need is a refresh to reflect the ongoing changes in the industry.

Throughout the years, Starbucks has refreshed their look to stay relevant.

When Do I Refresh?

A brand refresh involves keeping the bones of your company the same and simply giving the surface a good makeover. Usually when your brand feels like it no longer stands out, it’s time to revisit your marketing tactics and find out what’s not working. You can also tell by your sales whether or not it’s time to refresh. Consider a refresh if:

  • You want to attract new customers or team members
  • Your messaging and visuals are confusing
  • Your brand feels stale
  • Your website needs work

How Do I Refresh?

A refresh can be thought of as a spring cleaning for your brand. Take a look at your messaging, color palette, images, videos, website, and logo. Sometimes all it takes is fine-tuning your slogan and refreshing your marketing materials. Choose a new font, tweak your current logo. Don’t worry about revamping your entire image.

Buzzfeed’s rebranding made them look more like a quality news source.

When Do I Rebrand?

Sometimes when you opt for rebranding, you risk doing more harm than good. Pulling off a successful rebrand requires a lot of planning and research. You have to create an entirely new brand “personality” and possibly go into a different market than before. Consider rebranding if:

  • Your audience has changed
  • Your company’s identity is dated
  • Old marketing tactics are ineffective
  • The industry has changed
  • Logo, website and messaging don’t align with your mission

How Do I rebrand?

Rebranding is all about changing the way your audience sees you. In order to do that, you need to really determine what you want to accomplish with your rebranding. Setting a clear goal helps to steer you in the right direction. Examine your competition, but don’t copy them. Focus on what makes your company unique and build a new identity based on the core values of your business.

energyhill branding services

At energyhill, we help businesses find their voice or just freshen up their current one. We understand the changes in the industry and advise the businesses we partner with accordingly. If you are looking to modernize your brand’s identity or are looking to start from the ground up all over again, contact us to get the conversation started.

More often than not, people think that content strategy and content planning are one and the same. While they share similarities, ultimately, they are very different. The common denominator here is content. And while strategy and planning are crucial, if companies lack remarkable content, then the efforts are in vain. Read on to see the key components of each and why agencies implement them.

Content Strategy

Easily put, content strategy is the how and why content is used to achieve marketing and business goals. This is where the brainstorming for compelling content comes in. Also, this part of the process considers audience engagement and action through content. Think of the power of content. So, here are some reasons why you need a marketing agency to establish a content strategy for your brand and its benefits.


As a creative marketing agency, we know that the strategy process is crucial. Strategy leads to planning, which then leads to execution – the fun part. Effective content strategy uses the business goals to guide the marketing goals. Then, the marketing goals guide the content goals. It’s a chain that should end in the achievement of marketing goals. Also, it is almost needless to say that content strategy should always keep the audience in mind while including the following:

  • research
  • goals
  • message
  • theme

Measure Success

It’s important to measure success when agencies are creating content strategies. For example, what do you consider successful when it comes to the results of content strategy? Defining and measuring success will contribute to the content strategy process.

Who Does What?

Both content strategy and content planning need to take into consideration the roles of those participating in the project. However, this does not necessarily refer to who writes the article or who schedules what. Assigning roles highlights who will be responsible for giving input on the big decisions and who assigns roles. Also, this step considers the decision of outsourcing or working in-house.

Content Planning

Here, agencies decide what should be done and when. Basically, determining how the content can produce results. However, even the most well-crafted content strategy amounts to nothing without a clear and transparent plan for setting it into action. Content planning is where you or your marketing agency create topics to address your themes. Furthermore, choosing specific content types and tactics to address your goals and audience’s preferences happens during content planning.

Here are some key elements of effective content planning:

  • document process and content workflow – keeping track of the process while everyone is on the same page
  • content calendar – for a visible schedule
  • promotion and distribution – identifying the best channels to reach people
  • transparency and communication (!) – keeping all team members apprised
  • measurement and optimization – tracking progress and staying on strategy

The importance of content planning is that it helps alleviate strategic issues that a lot of organizations face, such as:

  • keeping content powerful and unique
  • maintaining engagement
  • measuring effectiveness
  • creating and following a schedule

energyhill Strategizes and Plans

At energyhill, we follow rigorous processes of content strategy and content planning to create content for brands. If you are looking for ways to improve your content strategy and planning for your business, contact us today.

Here we go again, another chain that changes its name. Remember IHOP’s incredibly smart campaign earlier this year? Well, now Dunkin Donuts is changing its name to just Dunkin. Is this really a change? This change stems from the restaurant’s desire to emphasize that it will mostly be a beverage chain. Because having Donuts in their name was limiting to just that. And since their campaign “America runs on Dunkin”…we all know that can’t be solely about donuts, so Dunkin it is. But with any change comes reaction. Just like the IHOP short lived name change, consumers don’t seem to be very happy about the Dunkin Donuts rebrand.What About the Donuts Going From Dunkin Donuts to Just Dunkin

Dunkin Donuts Rebrand

Earlier this year IHOP announced that it would change its name to IHOb. A sensation that was puzzling to consumers all over the nation. Now it appears to be that the same thing is happening to Dunkin Donuts. However, this does not seem to be a marketing strategy, but the real process of the rebrand of the company. The Massachusetts native wants to be known as a coffee empire. So their efforts to rebrand began last year with a few store dropping Donuts from its name. This initiative also comes with other alterations. The restaurant will feature a new store design and digital kiosks in a streamlined made-to-order fashion. As well as new and broader variety of caffeinated drinks. Do we foresee a coffee war in the near future? Is Starbucks on Dunkin’s radar?

The Issues Ahead for the Rebrand

If only a rebrand effort was simple. Let’s forego signage, website, other digital media, as well as current campaigns, what are some efforts that need addressed during this process.

DD Perks

Since they are dropping Donuts from their name, that means that DD must become D. So your DD Card and your DD Perks, may be known as D Card and D Perks. Really? That could easily be misinterpreted. Did they think this through?

Dunkin Still Sells Donuts, Right?

Consumers have expressed their opinion on this matter and to them, the real concern is if Dunkin will continue to sell donuts. 

DD Tweet

DD Tweet

DD Tweet

All In Strategy, Sort of

But do not despair! And believe that the chain is smarter than that. They would not NOT sell donuts and focus only on coffee. So take heart that Dunkin will keep selling their assorted variety of donuts… along with coffee, lots of coffee. Further, they mentioned that this name change will not be permanent contingent upon the success of this new brand identity. Hedging your bet much?

Loss of Strong National Brand

But this commotion in the consumers is not because they fear that the donuts will no longer be a menu item. It has more to do with nostalgia. Dunkin Donuts has been around for decades and is part of most Americans’ daily routine. So this change feels like something that we know will no longer be what we’ve always known. Did we lose you? It’s a matter of attachment and what it means to us, the consumers. We are encouraged to evolve and adapt to change. But when is it ok to not let go?

Energyhill Knows Branding

Before you decide to rebrand your business, think about what your mission is and what your services are. At Energyhill we make sure we define that from the get go. But if you ever need to rebrand your business, we know how to do that too. So don’t hesitate and contact us today and let us help your business grow.

At Energyhill, we’re passionate about helping organizations of all sizes achieve their goals. Recognizing that growing a business from a small startup to a large corporation is challenging, we strive to be there every step of the way, assisting with design, advertising, video, and more. Additionally, we provide consulting help to ensure you’re taking your company in the right direction. Read on to learn our tips for managing business growth in a way that’s effective and affordable.


Trying to grow your business the right away? It helps to set goals that you can achieve in a reasonable amount of time. With that in mind, we recommend that companies use the SMARTER method for business growth. In other words, make sure your objectives are Specific, Measurable, Attainable, Realistic, and Time-framed. Lastly, commit to Evaluating your progress every quarter to ensure you’re moving in the right direction and then consider a Re-do, or adjustment, if your tactics aren’t bringing about the desired outcome.

2) Research Your Market

It’s impossible to achieve successful business growth if you don’t truly know your market. Before putting money into hiring new employees or exploring different revenue streams, take time to understand the customers you already have. Learn what they want and how they act in order to assess your ideal market niche.

3) Hire the Right People From Day One

You’ve probably heard that your business is only as strong as the people it employs. Give yourself the best shot at success by hiring the right workers from the outset. Remember to look beyond skills and qualifications on a resume to find individuals who fit well with the company culture. After all, it’s a lot easier to teach someone how to use WordPress than to educate them on the importance of community-mindedness. Once you’ve located these superstar employees, make an effort to keep them around by providing regular feedback (including praise) and offering opportunities for advancement.

Maximize Your Business Growth With Energyhill

Looking for sales training or business planning? Maybe you need help rebranding your business to accommodate a change in leadership. Whatever your business goals, the team at Energyhill can help. Using both quantitative and qualitative methods, we help organizations set and achieve their objectives. To learn more about business consulting services, call today or contact us online.

Remember that brief time in pancake history when IHOP changed its name to IHOb? Yes, it was a change that left the entire nation puzzled and somewhat feeling betrayed. However, this new identity was all too swift, as they went back to their old roots. And now, this change got us questioning, was this a brilliant IHOP marketing stunt or just luck?IHOP Name Change - Marketing Stunt, Campaign, or Just Luck?

Return on Investment for the IHOP Campaign

IHOP received great exposure that put it on the spotlight. Otherwise, how else would they bring attention to their new menu addition – burgers? We can speculate that this IHOP campaign to put their burgers on the map worked. It got people lining outside their doors, including Food and Wine. Whatever the reason for this IHOP name change was, we sure are happy to see that the beloved International House of Pancakes would never turn their backs on pancakes – as they captioned on Instagram.

IHOP Backlinks

Getting these types of backlinks (e.g. Food & Wine) is ridiculously good for IHOP. When, if ever, would IHOP get this type of exposure? They wouldn’t. This clever IHOP marketing stunt was a success that gave the chain restaurant online prominence.

IHOP Campaign Media Coverage

With any major news comes major media coverage. And of course, this IHOP campaign was no exception. The media coverage for the IHOP name change illustrated their surprise as well as that of consumers. Fox News and NBC Right Now are some of the TV news stations that commented on this change. Sure enough people took this matter to Twitter where IHOP held a poll for users to guess the meaning of their new acronym.

Brilliant IHOP Marketing Stunt

We must admit that it was the best marketing stunt ever by a chain restaurant. Why? It’s simple. Not only did this unexpected name change shake consumers to their core, it also brought plenty of press to the chain restaurant. The fine dining magazine Food & Wine, equally as surprised as the rest of us, featured the IHOP name change in an article about the restaurant’s identity. This reflects the genius behind their marketing strategy because, again, when would IHOP get this type of exposure? It got people talking everywhere, on social media, on news channels, at work. Also, curious consumers and regulars now felt they had to go and try their burgers.

Faux Outrage?

Twitter is the platform of choice for people to take their opinions to. And surely consumers gave the world a piece of their mind, but did they take it too far? Did this new name call for a boycott?

IHOP Campaign or Mere Luck

We should also consider that luck played a role in the campaign. IHOP, a stamp for pancakes, has been around for decades. What better way to make national noise than to tease a brand change, while adding new menu items and increasing foot traffic to their restaurants? But how much more creative can one get to push a campaign for a menu item? Does that mean that other chain restaurants should pull the same strategy in exchange of exposure? We dare say no, this was just a one-time thing for IHOP and we do not think it will work for other restaurants. Think cry wolf. Our digital culture is quick to realize and adapt … and even filter out future attempts. So, yes, maybe the stars aligned just right to bring the luck IHOP needed to pull this off. However, with smart campaigns, is luck even planned for?

Well done, IHOP! You kept us entertained, confused, and intrigued for a while, all to present your newest menu item and tease that you were changing your brand. At energyhill we were fascinated by this IHOP marketing stunt and think it was a smart move for the chain. As a marketing and advertising company, we understand strategies and always devise tactics to help businesses grow. Now, don’t worry, we will not use the name change card, but we will use business strategies to push your business forward. Contact us to get more information and get the conversation started.

Engage with us on social and give us your thoughts on this brilliant campaign. It was a campaign right, IHOP?

Growing your email list is a quick way to increase your reach and promote your products or services to a warm audience. Email subscribers offer businesses a great chance to reach engaged customers who have previously shown interest in your services. Below are seven ways you can generate more email subscribers for your outreach efforts.

7 Tactics To Get More Email Subscribers

Off-Site Options

  1. Conduct a Webinar
    This is a particularly good tactic if you offer a service to customers. A webinar, often conducted for free online, invites people interested in learning from you and your company about a specific topic. This is the perfect way to expose potential customers to your expertise and gain addresses for your email list.
  2. Create a Viral Loop on LinkedIn
    LinkedIn is a great networking platform. One of its lesser known features is creating a viral loop via a post. In short, you would create an article that is giving away something of value for free. In the example at the top of this article, Anna Vital created a PowerPoint template to help potential customers speed up their presentation design process. By instructing users to respond “yes” to the post and then add their email address to get access to the materials, Anna created an opt-in list. Once the additional materials are ready, it’s also a good idea to send it to your already established email list for added exposure.

On-Site Engagement

  1. Gamification
    One of the newer options for list building is to offer a “spin to win” feature on your web site that allows for an email capture. There are plug-ins you can use to easily create this feature. You will determine what site visitors are spinning to win a prize, which could include on-site discounts or a free item. Once the user has spun, they will be prompted to add their email address in order to claim their prize.
  2. Pop-Ups
    While this may seem like a dirty word, on-site Lightbox Pop-Ups are a great way to capture visitor emails. A Lightbox Pop-Up appears on the screen once a user has clicked through and “darkens” the rest of the website. The user can then enter their email address and click continue to see the rest of the content. Careful about how you use pop-ups! Earlier this year Google started cracking down on annoying tactics.
  3. Crowdsourcing
    Use your audience to generate ideas on a certain topic and offer a prize. You will gain email subscribers as people offer their opinion and sign up for the offer.
  4. Turn Commentators Into Subscribers
    If your site has a blog with a decent amount of comments, offer an option for commentators to sign up for your newsletter next time they leave a comment.
  5. Use Trigger Words to Generate Action
    Certain words will persuade readers to become email subscribers more than others. Some of the key trigger words that prompt a call-to-action are: You, Yes, New, Stop and Instantly.

At Energyhill, we strive to help our customers make the most of their online presence. For more information about how we can help increase your email subscription list and ultimately generate more revenue, contact us today.

Sure they fall at the same time every year, but the holidays always seem to sneak up on us. For a business, that can be problematic. If you sell primarily to consumers, raising your profile during the holidays could greatly impact your annual sales. Even if you are primarily a B2B vendor, staying in customers’ minds during this time of year is important. Your first weapon to combat the holiday haze is your website. It is typically the first stop for many customers to find out more about you, your products, and your offers. Below are some ways to ensure an increase in website traffic for the holidays.

Is Your Site Ready For The Holidays?

Google Shopping Feeds

Google is the world’s largest search engine and the cornerstone of many business’ marketing plans. You can make their reach work for you by using a trio of services that will put your product images front and center during relevant searches. You will need your shopping feed, Google Merchant’s Center, and your Google Adwords account working in tandem to take advantage of the added exposure of these feeds.

Holiday-Specific SEO

Effective search engine optimization is a marathon, not a sprint; but you can optimize some pages on your site specifically for the holidays. Consider adding a few landing pages specific to your holiday offerings and make sure the SEO on these pages is targeted to holiday shoppers. Also, spend some time clicking around your site to test for things like load time, image quality, and calls-to-action. You don’t want a consumer to have any reason to leave before making a purchase, so be on the lookout for areas that might hinder a conversion. Slow load time is often the key culprit to consumers clicking out of the site, ultimately resulting in less valuable website traffic.

Pay-Per-Click Holiday Campaigns

Similar to shopping feeds, PPC campaigns can put your products in front of consumers who are searching for specific keywords. This gives you a direct line to consumers who are ostensibly looking for your product. Remarketing campaigns are also highly effective during the holidays. Customers who have previously visited your site, but haven’t purchased, will see ads for your products while they’re clicking around the Internet. It’s a good way to stay top of mind.

Make Social Work For You

Lastly, don’t forget about your social media feeds. These channels can pump up your promotional efforts with interesting content and clever community building campaigns. Just make sure that your site is ready to handle the traffic from a social media push.

No matter what tactics you use, the holidays can be a huge opportunity for you and your business, and they can generate website traffic you don’t normally see throughout the year. If you have any questions regarding how to make your site holiday-ready, please contact us at Energyhill today. Happy Holidays!

Let’s talk about trust for a moment. It’s perhaps one of the most important elements of engaging customers and inspiring a purchase. This makes sense because trust is earned, not bought or given. So how does a brand earn it? And more importantly, how do you use your consumers’ trust in you and your products to enhance sales? One of the key ways to do so is with website testimonials.

Testimonials To Build Site Visitors' Trust

What is a Testimonial?

Briefly, a testimonial is a statement that testifies to a person or a company’s character or quality. Testimonials should always be positive. They can also be product reviews, but with one caveat – a review can be negative.

What Makes a Good Testimonial?

An honest testimonial by someone whom other potential consumers can relate to is key in effective website testimonials. Testimonials operate on the basis of a psychological concept called ‘social proof.’ This means that when others read about the experience of one of their peers, they are inspired to copy that behavior. In the case of products or services, that means purchasing the product, downloading the app, or requesting information. Specificity is also the mark of a good website testimonial. While five star reviews look great, if they lack details about what exactly makes the product amazing, they’re sort of an empty endorsement.

How Can You Up Your Testimonial Game?

If you’ve already seen the power of testimonials on your site, then chances are you’re looking for a way to make them even more effective. One way is to be sure they have a prominent place on your site. Don’t make them hard to find. Perhaps include a side bar that features a few website testimonials every day or directly under the products they are touting. Additionally, make sure you’re getting testimonials by reminding people to submit them. Make it easy for site visitors to submit a testimonial so that you have a variety to feature on your site.

If you’re looking for more guidance on how to incorporate testimonials into your site, please contact us today. Energyhill is dedicated to making a positive impact in the digital world, and we’re committed to helping our customers build consumer trust and reach their goals.