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Keyword Competition Analysis for HR Software in the Restaurant Industry

December 10, 2021 by danma Leave a Comment

Keywords:

  • Restaurant HR system
  • QSR payroll
  • HR technology for restaurants

This project has given us insight to competitors within the restaurant industry. Restaurant365 is probably the biggest competitor. Paycor is also making ranking in the SERPs. Should we pursue this space we now have PPC & Organic examples to improve on.

Insights
  • We identified new competitors that can give us a roadmap to pursue this space for PPC & Organic campaigns.
  • The hypothesis for creating industry specific pages have been emboldened.
  • The hypothesis for creating case studies have been emboldened.

Restaurant HR System

Ads

Hibob

  • These guys seem different. See about page.
  • They don’t use an xml sitemap.
  • They have a lot of case studies.
  • They use Guides for content marketing.
  • A peek into their PPC campaign: https://www.ispionage.com/research/US/hibob.com

Restaurant365

  • Pretty good landing page
  • They definitely brand themselves to the restaurant industry
  • Good looking videos
  • They also have a lot of case studies
  • They have a guides in their resource section
  • They have a handful of Calculators for the restaurant industry
  • Products:
    • Restaurant Accounting
    • Inventory Management
    • Labor & Scheduling
    • Payroll & HR
    • Reporting
    • Mobile App
    • Capital
  • A peek into their PPC campaign: https://www.ispionage.com/research/US/restaurant365.com
    • https://www.spyfu.com/overview/domain?query=https%3A%2F%2Fwww.restaurant365.com%2F

Gusto

  • The landing page is less than thrilling
  • I find this Switching to Gusto page interesting
  • I doesn’t seem to be industry specific

Software Advice

  • Decent landing page
  • Lead generator | Payroll category
  • PPC campaign: https://www.ispionage.com/research/US/softwareadvice.com

Organic

1st SERP: Select Software Reviews

  • Daily blogs. Pretty impressive.

2nd SERP: Paycor

  • Business competitor
  • Another indicator that we should have a break out on industry

3rd SERP: Matchr

  • We could create something similar
  • Lead generator?

4th SERP: APS Payroll

  • Business competitor
  • Another indicator that we should have a break out on industry

5th SERP: Software Advice

  • The 4th paid ad for this search

6th SERP: Synergy Suite

  • Business competitor
  • The URL does not have “restaurant” in it, but the copy does. Perhaps this is the lowest bar, all that may be needed is to get indexed with links pointed to it (both internal & external).

10th SERP: Epay Systems

  • Business competitor

Restaurant QSR Payroll

Quick service restaurant (also fast food restaurant), is a specific type of restaurant that serves fast food cuisine and has minimal table service. The SERP doesn’t look like high competition. It did not have ads and the bottom results didn’t look like quality pages.

Organic

1st SERP: National Finance Center U.S. DEPARTMENT OF AGRICULTURE

  • This page is for “Quick Service Request”. The page does not contain “restaurant” in it, but it does have “payroll”.

2nd SERP: QSR Online

  • Business competitor
  • This is a product page for Accounting & Payroll Automation
  • Company is in Texas
  • Solutions:
    • LABOR SCHEDULING
    • INVENTORY & FOOD COST MANAGEMENT
    • ENTERPRISE REPORTING
    • ACCOUNTING & PAYROLL AUTOMATION

3rd SERP: Book Keeping Express

  • Blog article: 5 Things You Need to Know About New Employees and QSR Payroll

4th SERP: QSR Magazine

  • Online magazine: Here’s Why You Should Integrate Your Payroll Management System

5th SERP: QSR Web

  • Looks to be an information site: About Us

6th SERP: MIZE CPAs

  • Business competitor

7th SERP: Mitra QSR

  • The page looks like it lost the CSS file. I think the website is either busted or in the process of being built.

8th SERP: Smart Recruiters

  • Looks like a semi-busted job posting

HR technology for restaurants

Looks to have PPC competition and very low business competition for organic.

Ads

Restaurant365

  • Looks like the same landing page from “Restaurant HR System”

Software Advice

  • Looks like the same landing page from “Restaurant HR System”

Capterra

  • They do product reviews for software

Organic

1st SERP: Access Corp

  • A blog post from a data storage company

2nd SERP: Foodable TV

  • A blog post from a media company: HR Technology Impacting Restaurants Over The Next Five Years

3rd SERP: Small Business

  • It looks like an information outlet for content marketing.
  • There is a Google Ad space with Paycor on the top of the page.

4th SERP: syncHR

  • Business competitor
  • They have a long list for there Service/products

5th SERP: Matchr

  • Same page from “Restaurant HR System” search
  • If we wanted to compete in both search spaces, we could follow this example.

6th SERP: Paycor

  • Same page from “Restaurant HR System” search
  • If we wanted to compete in both search spaces, we could follow this example.

7th SERP: peopleHum

  • Business competitor ranking with a blog post
  • https://www.peoplehum.com/pricing

8th SERP: Back of House

  • A SaaS business for the restaurant industry.
  • https://backofhouse.io/solutions

9th SERP: Net at Work

  • Using HR Technology to Competitively Attract, Retain, and Engage Talent in the Restaurant Industry
  • Unsure if they are in the HR space:

10th SERP: Paul Barron Network

  • YouTube: HR Technology Impacting Restaurants | The Barron Report Podcast
  • In this episode of The Barron Report, host Paul Barron chats with Keith Ryu, the chief executive officer of hiring platform Fountain. Based in San Francisco, Fountain specializes in hourly workers, annually processing nearly one million applicants and 130,000 monthly hires. Recently featured on Forbes 30 under 30, Ryu co-founded the Series A-backed Fountain in 2014. With shifting workforce demographics, automation, and a growing gig economy, operators with an eye on the future need to invest in and leverage human resource technology to ensure steady growth.

Filed Under: SEO & SMO

Organic Search for Spirit Sanitizer

August 5, 2020 by danma 4 Comments

Prior to working at Spirit Sanitizer in June, their organic traffic was at zero. Now it is showing some visibility.

The dips in the graph are usually on a Sunday. The top ten keywords are not very specific and the relevance is very refined. If we wanted to see better results we would have to start a content marketing campaign, but I don’t believe the company is ready for that.

Update: 8/10

Google Trends

Google search on HOCI. Top results:

  1. Hypochlorous acid – Wikipedia
  2. Hypochlorous Acid: A Review – NCBI
  3. The science of chlorine-based disinfectant
  4. hypochlorous acid – Amazon.com

Filed Under: SEO & SMO Tagged With: Spirit Sanitizer

Amazon Marketplace SEO

August 3, 2020 by danma 1 Comment

Spirit Sanitizer’s Amazon Marketplace was born on 4/28/2020. Since taking up management on this project in June, I have increased visibility based on the number of Amazon orders from zero to 87 in three months. There was a lot of initial work that had to be done before working in Amazon’s Marketplace. I had to redesign their labels, take product shots, and then place them. My reasoning behind this initiative was to help build trust factors, because if your product images look poor then generally your sales will be poor.

The “Buy Box” Verses “See All Buying Options”

My campaign won the Buy Box in early August. Sources say that 80% of Amazon sales go through the Buy Box, which is something you have to earn. As you can see from the images below, without the Buy Box, the consumer isn’t able to see the product cost from the browsing page unless they click to the product page, then click “See All Buying Option”. That makes pricing information two clicks away! Whilst the Buy Box, gives the customer instant access to the product’s pricing.

  • No Pricing Info On Browsing
  • See All Buying Option
  • Two Clicks to See Pricing
  • Pricing Info On Browsing
  • The Buy Box

Updates

  • 7/17/2020: Trust factors
  • 8/2/2020: We won the coveted and all important Buy Box! Not just on the 8 oz liquid spray, but on all active products on Amazon.
  • 8/4/2020: I started an Amazon PPC campaign as a one week long test, which I intend to create following tests so that we can dial down the cheapest best performing ad for this product. If proven successful I will do the same for each active item.
  • 8/27/2020: We are looking to optimize our shipping so that we can turn a profit.

Filed Under: SEO & SMO, Work Show Case Tagged With: Spirit Sanitizer

PSU – Intro to Digital Strategies Certificate

March 20, 2020 by danma Leave a Comment

WM401 Intro to Digital Strategies

3/20/20

  • Course, Instructor, and Student Introductions
  • Introduction of digital marketing and the customer journey
  • Marketing research, segmentation, targeting, & goal setting
  • Websites, SEO, and PPC advertising
  • Affiliate/influencer, content, social media, & email marketing
  • Creating a digital marketing strategy project

3/27/20

  • Review of day one project and fine-tuning of digital strategy
  • Importance of branding
  • Anatomy of marketing campaigns
  • Measurement and analytics
  • Digital marketing roles and disciplines
  • Personal branding
  • Creating digital marketing campaigns project

Notes

1st Day

  • Introduction of digital marketing and the customer journey
  • Strategy
    • it’s the map that informs all the marketing actions
  • Customer Journey
    • You influence customer journey
    • Awareness > consideration > purchase > retention > advocacy
      • Awareness:
        • Social ads targeted for this demo/keyword users
      • Consideration
        • Engagement: this is a section within “Consideration”. We already know who these people are.
          • Content Marketing
          • Social Media Marketing
          • Email Marketing
        • Subscription: in between engagement and conversion. Also know as a mini- conversion.
      • Purchase
        • Conversion: offers or deals, free trial, upgrades—there are levels of conversion too.
        • Excitement: helps lead to retention and loyalty. Excitement in your purchase / brand. Enforces the customer’s purchase decision.
        • Ascension: Cross & up selling. Increases loyalty.
  • Advocacy:
    • Promotion: Affiliate / influencer
      • Intent-Based Customer Journey
  • Marketing research, segmentation, targeting, & goal setting
    • Research
      • Define problem: case studies, consultants
      • Design research
      • Collect data:
      • Analyze data: look for patterns and trends
      • Report
    • 4 types of Market Segmentation
      • Demographic
      • Geographic
      • Psychographic
      • Behavioral
    • Goal Setting
      • Vision: overall
      • Goal: general. Make sure marketing is inline with the company’s overall goals.
        • SMART objectives.
        • Set KPIs
  • Affiliate/influencer, content, social media, & email marketing
    • Digital Marketing Strategy
      • Digital Channels: know where target is on.
        • Website best practices
        • SEO
        • PPC

2nd Day

Review

  • Map the customer journey
  • Create buyer/target customer personas
  • Identify goals, objectives, and KPIs
  • Evaluate & audit existing digital channels and assets
  • Create content plans and action steps for owned, earned, and paid media

Continuation of digital channels/media/assets

  • Digital channels: Your website is the hub, which you want to drive traffic to through social media and other channels. Social media should never be the hub.
  • Social Media Marketing
    • Is a channel for engagement and promotion (brand, products, or services)
    • Stages:
      • Social Listening: tuning into social conversations
      • Social Influencing: leading and directing follower opinions and behaviors
      • Social Networking: connecting with industry influencers and thought leaders
      • Social Selling: converting by integrating with your funnel system
    • Example:
      • asos
        • Clothing and accessories retailer
        • 7.6 million Instagram followers
        • Campaign: #AsSeenOnMe
        • Created user-generated content (UGC) & fantastic customer engagement
      • GE
        • Multinational conglomerate
        • 215,000 YouTube subscribers
        • GE employees videos
        • Humanizes the company
        • Showcases new technologies
        • Attracts high quality talent
      • Airbnb
        • Travel and accommodation platform
        • 14.6 million Facebook likes
        • Campaign: #TripsOnAirbnb
        • 24-hour Facebook Live (6 streams) to launch Airbnb Experiences
        • 6.2 million views in 13 countries
      • Women’s March
        • Movement
        • Network of grassroots movements
        • Hashtag: #WomensMarch
        • March in Washington DC and smaller marches around the world drew 5 million people
    • Benefits:
      • Improves brand awareness and loyalty
      • Broadens reach through social search
      • Humanizes your brand
      • Boosts customer engagement and helps with crisis management
      • Targeted advertising and remarketing capabilities
      • Turns employees and customers in advocates
  • Email Marketing: mass communication for engagement & promotion (products/services)
    • Long-form direct communication
    • Types
      • Transactional: provide customer service
      • Relational: engage subscribers and nurture relationships
      • Promotional: generate sales
    • How It Works
      • Audience: segment and target
      • Content: create and curate long and short form
      • Automate: create automated and segmented drip campaigns
      • ROI: delivers the best of all digital channels
      • Core: central to customer lifecycle management
      • Scalable: as your list grows or you expand geographically
    • Best Practices
      • Use a dynamic sign up form on website
      • Focus on offer
      • Link to a email service provider
      • Trigger “welcome” series of automated emails
      • Track traffic back to your website (UTM parameters)
      • Encourage social media connection
      • Elicit call-to-action or conversion
      • Test different versions
    • Benefits
      • Delivers the best ROI of all digital marketing
      • Impacts considerations, purchase, retention, and advocacy
      • Behavioral marketing tool
      • Highly targeted and personalized
      • Automation capability
  • Affiliate & Influencer Marketing: A marketing arrangement where a company pays an external website or popular person/brand/creator for traffic or sales generated from its referrals
    • Example
      • The Podcast
        • Affiliate offer to podcaster on their website
        • 50% off first payment
    • How It Works
      • Claim a niche market
      • Identify niche partners
      • Develop compelling creative
      • Continuously recruit new partners
      • Nurture your affiliate relationships
  • Influencers Marketing: Leveraging the popularity, reach, and ability to influence of individuals/brands through partnership, sponsorship…
    • How It Works
      • Look for influencers whose interests/passions match the tone of your brand (not just any mommy blogger)
      • Understand their community and what moves their audience
      • Create experiences for influencers to react to and share
      • Invest in each relationship to earn trust – grow with them
      • Customize your approach with each individual influencer
      • Improves brand awareness, advocacy, promotion
      • Broader reach through their establish…
  • Content Marketing
    • Value of Good Content
      • Like
        • Provides value without selling
        • Engages your audience
        • Opens up conversations
      • Trust
        • Helps people along the customer journey
        • Nurtures customer relationships
        • Encourages advocacy
    • 3 Stages of Content
      • TOFU: top of the funnel facilitates awareness
        • Blog
        • Vlog
        • Social media posts
        • Infographics
        • Podcast
        • Microsite
      • MOFU: middle of the funnel facilitates evaluation by offering lead magnets
        • Educational resources
        • Software download
        • Discount/coupon
        • Quiz/survey
        • Webinar
        • Event
      • BOFU: bottom of the funnel
    • Benefits
      • Contributes to all digital marketing
      • Affects every stage of the customer journey: aware, engage, subscribe, convert, excite, ascend, advocate, promote
      • Builds trust, credibility, and likeability
      • Eliminates some of sales process by influencing purchase decisions
      • Cost-effective: 3x more leads than paid ads

Anatomy of digital marketing campaigns

  • Objective
  • Key Performance Indicators
    • Monthly new leads
    • Cost per conversion
    • Engagement rate
  • Content
    • Blog post
    • Video
    • Download
  • Traffic Source
    • Blog subscribers
    • Google search
    • Facebook ads
  • Call-to-action
    • Read more
    • Subscribe to YouTube channel
    • Click to download

Importance of measurement and the basics of analytics

  • What is
    • Data: facts or statistics to reference
    • Analytics: patterns and trends
    • Insights: actionable value
  • How to measure
    • integrated tools
      • Google ads reports
    • Standalone tools
    • Direct feedback
  • Website Analytics
    • Real time: What’s happening right now?
    • Audience: Who visits the website?
    • Acquisition
    • Behavior
    • Conversions
  • Always Consider Context
    • Historical: what does the history tell us to expect? E.g. seasonal slump
    • External: what changes outside your contral might affect metrics? E.g. Google algorithm updates
    • Contextual: how are you pulling the data? E.g. looking at raw numbers vs percentages
    • Internal: have you made changes to strategy? E.g. website changes

Digital marketing roles and disciplines

  • Strategist: responsible for identifying buyer/target personas, mapping the customer journey, establishing key success metrics, measuring and optimizing content, and ensuring all digital marketing activities
  • Project Manager: Serves as a liaison between the digital marketing team and the rest of the organization managing the digital team and the requests from other departments.
  • Inbound Marketing: Responsible for attracting traffic and qualified prospects, and converting them to leads by building and managing content, optimizing lead nurturing process, and executing multi-channel marketing campaigns.
  • Content Writer: Writes copy in all forms (blog, website, email, etc.) with knowledge of SEO and ability to write in a variety of voices, to different audiences.
    • Resource: https://copyblogger.com/
  • Graphic Designer: Concepts and designs the graphic elements of marketing. Graphics are central to the brand and necessary for audiences to understand, remember, and differentiate messages beyond the text.
  • Website Designer: A visual designer with website coding knowledge that creates the look, layout, and features of a website, executes all visual design stages creating wireframes, user flows, process flows, and site maps.
  • Front End Developer: Implements visual elements a user sees and interacts with on a website using HTML, CSS, and Javascripts.
  • Analytics Manager: Responsible for analyzing raw data and translating it into valuable insights by developing the right strategies for data collection and analysis, defining metrics, and selecting and configurations.
  • SEO Specialist: Analyzes, reviews and implements changes to websites so they are optimized for search engines, thereby maximizing traffic quantity and quality to a website by improving page rank within search engines.
  • PPC Specialist: Implements pay-per-click media strategies through new and existing campaigns by analyzing keywords and optimizing them for performance, testing ads, researching competitors, and creating reports.
  • Email Marketing Manager: Responsible for creating and running email marketing campaigns, managing email.
  • Social Media Marketing Manager: Responsible for creating and running social media campaigns and content while monitoring, responding, and building social connections across channels.

Strategies for building your personal brand online

  • Personal Branding: Marketing yourself and your career as a brand by establishing and promoting your skills, expertise, experience, and values.
  • Importance
    • People are Googling you – i.e. screening you online
    • Manage your online presence
    • Cultivate opportunities and your career as a whole
    • Make connections for yourself and your company
    • Distinguish yourself from competitors
    • Establish industry expertise and recognition
  • Building your Brand: reinforce your qualificaitonsand crage as trong presence with fresh content oan your experticse
    • Audit your search results
    • Clean up unwanted content
    • Define youself
    • build
  • Build Your Credibility: publish
    • Write strategic content in the right places
    • Pitch to third parties and get your content syndicated
    • Keep track of engagement and analyze trends and patterns
    • Consider using social media management tool
  • Build Your Audience
    • Get endorsements or mentions from respected instry leaders
    • Reach out to who you know who could help you
    • Connect with inspirational influencers and mentors
    • Learn how they connect with
  • Build Opportunities
    • Networking
    • Ongoing engagement
    • Ongoing content creation: Canva.com (resource)
    • Speaking gigs
    • Interviews
    • Blog exchanges
  • Write a personal branding statement
  • Who are you and what makes you unique?
  • What is your vision for what you want to accomplish?
  • What is your mission with your work, your life?
  • What are your professional goals?
  • Who is your audience? Who can you help?

Afternoon project

Filed Under: SEO & SMO Tagged With: Marketing Certification

PSU – Search Engine Marketing Certificate

February 19, 2020 by danma Leave a Comment

WM402 Search Engine Marketing

Instructor: Kent Lewis (kent@anvilmedia.com

First day:

• 8:00 a.m. to 8:45 a.m. Class and Instructor Introductions
• 8:45 a.m. to 10:00 a.m. Search Engine Marketing Overview
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. On-site SEO
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:00 p.m. Off-site SEO: Content & Link Dev
• 2:00 p.m. to 2:30 p.m. Keyword Research
• 2:30 p.m. to 2:45 p.m. Break
• 2:45 p.m. to 3:30 p.m. Exercise/HW: KW & Tag Optimization
• 3:30 p.m. to 4:00 p.m. Local Search Engine Optimization
• 4:00 p.m. to 4:20 p.m. Video Marketing & YouTube
• 4:20 p.m. to 4:30 p.m. Q&A

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Slides-Day-1-2

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Second Day:

• 8:00 a.m. to 8:15 a.m. Q&A
• 8:15 a.m. to 8:45 a.m. Social Media Meets Search
• 8:45 a.m. to 9:15 a.m. Online Reputation Management
• 9:15 a.m. to 10:00 a.m. Exercise: Website Audit
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. Paid Media (Guest Speaker)
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:15 p.m. Exercise: PPC Ads & Landing Pages
• 2:15 p.m. to 2:45 p.m. Site Usability & CRO
• 2:45 p.m. to 3:00 p.m. Break
• 3:00 p.m. to 4:15 p.m. Search & Website Clinic
• 4:15 p.m. to 4:30 p.m. Class wrap-up

[restrict …]

Slides-Day-2-1

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Notes

Course Portal

pdxMindShare: Online career and networking community

SEMpdx / Engage

SEM Overview

  • Smart Marketing: Inbound vs. Interrupt
    • Earned & Shared
  • The (Digital) Sale Funnel
  • Trend: Shorter Attention Spans

SERP

  • think in multimedia (podcasts is trending).
  • Start with paid while your SEO gets stronger
  • Click Share: SEO vs. PPC
  • Search Engine Components
    • Bot or spider
    • Index
    • Algorithm
    • SERP
      • exact match domain is junk content
      • Mobile is still trending
      • Voice (smart speaker) is a upcoming trend
  • SEM Planning: Objectives
    • Identify Objectives:
      • Awareness & branding
      • Thought leadership
      • Generating ad, affiliate or subscription revenue
      • Generating leads (b2b)
      • Generating sales (b2c/ecommerce)
      • Reduce costs (print to digital)
      • Increase revenue
    • Identify Audiences: (do they know who they are?)
      • Potential or existing customers
      • Potential or existing employees
      • Potential or existing partners
      • Potential or existing investors
        • Geographic
        • Sociographic
        • Demographic
        • Behavioral
        • Psychographic

Tools

  • Website.grader.com
  • WooRank
  • https://web.dev/measure/
  • https://moz.com/link-explorer
  • https://neilpatel.com/seo-analyzer/

SEO Overview

  • SERP
    • Searches related… (at the bottom)
    • Adwords certified (you can cheat by using Google)
    • Voice search: slide 26. People are searching with question formats
    • spyfu

Off Site SEO

  • B2B Content Types
    • repurpose eNewsLetters
  • Backlinks:
    • digg
    • forums
    • directories
    • hubs
    • blogs
  • Strategy
    • B2B: use case studies, white papers, reports…

Keyword Research

  • Google Keywords Tool is really off

Local

  • Local phone # is highly rated
  • Consistency in business name & address among listings & website
  • Schema in contact box and footer info

I thought you all would appreciate this article:How to Write an Incredible Title Tag

Kent

Social

  • Linkedin is high for b2b
  • Mention.com (Kent likes this more than BrandMentions)
  • BrandMentions
  • SlideShare is worth using if you have some good slides
  • FollowerWonk for finding influencers
  • HootSuite (Kent says it is a powerful tool for the price)

Online Reputation Management

  • Identfiying ORM Issues
  • ORM Fundamentals
    • Fix it first, then message the fix, rather than polishing a turd
  • Press releases are dead
  • News rooms: webinar & slidedecks

Website Audits

Paid Media =: Search & Social Ads

  • Kari Schroeder from Anvil
  • Pacing: typically monthly
  • Paid Search Process
    • Keywords
    • User experience
    • User alignment
    • Relevance
    • Quality Score
      • better keyword alignment the better the score
  • See slide 40
    • Modify landing page for ad campaigns is best practice
  • Targeting
    • Keyword = user intent
    • Ads should meet user needs
    • Land Pages
      • groom for user experience
        • Headline keywords
        • Body copy keywords
        • CTA
        • About us
    • Conversions: Import GA conversions in Adwords
  • Google Ads 101
    • First set: Goals / Conversions
      • Impressions? Clicks?
      • Cost per conversion? Budget?
      • Quality measurement? Quality leads?
      • What is the site’s conversion rate?
      • Conversion Tracking is a must because success needs to be measured. Free tracking is usually enough
    • Targeting
      • Know what your users are doing?
        • Affinity or interest–demographic?
        • Geo / location (recommends to not use the recommended)
        • Device: mobile is a good bet
        • Scheduling
    • Keywords
      • Match types
        • Broad match: unsure about matches
        • Broad match modifier: a more educated type
        • Phrase match: Thinks this type is irrelevant.
        • Exact match: Covers most of what “Phrase match” would cover.
      • Keyword Research: Solutions for keywords
      • Google Ad Elements
        • Sitelink extensions are super important
    • Organize and segment: see slide 61
      • Product/service
      • intent
      • geo
      • brand
      • match type
    • Paid Social
      • LinkedIn Ads are good for b2b
      • Snapchat Ads: has a lot of granular targeting options:
        • Targeting
          • Location
          • Gender
          • Lifestyle
          • Shoppers
          • Visitors
        • Ad Types
          • Image
          • Short Video

Site Performance & Usability

[/restrict]

Filed Under: SEO & SMO Tagged With: Marketing Certification

SEO For Wing Chun

February 5, 2020 by danma Leave a Comment

Here is an update (7/11/2020) to a project that started on February 5th of 2020, and little did I know that it would have such an interesting journey. Back in February I noticed that Lightning Hand Academy‘s impressions for “learn wing chun” was trending. In the following two sections (Learn Wing Chun Page & Wing Chun Near Me Page), I documented my changes. In the section Progress During COVID-19, I highlight my observations from the data that we have captured (3/10/2019 – 7/10/2020). The world feels drastically different today than it was 5 months ago, yet the world is still very much the same. Progress can be messy if you fight it. I think that’s a Wing Chun concept. I’ll have to ask Sifu Ray.

Learn Wing Chun Page

Google Search Console

To capitalize on this we should replace this low information page: https://wingchunpdx.com/lightning-hand-academy-of-wing-chun-kung-fu/ with this page: https://wingchunpdx.com/learn-wing-chun/

After some research it would be good to create a page with the keywords of “learn wing chun” and focus the content around:

  1. History & Lineage
  2. Benefits of Wing Chun

After creating 1029 words of content. I sent it to the client and encouraged him to personalize the information. He liked the overall tone and is getting back to me on some changes.

I also added the following page’s meta descriptions to see if we can capture more clicks:

  • https://wingchunpdx.com/: Learn authentic Wing Chun in Portland, OR. Over 30 years teaching. Lineage: Ip Man’s most senior student Leung Sheung.
  • https://wingchunpdx.com/our-history/: Wing Chun is a concept-driven martial art that can be practiced anywhere. At LHA we are commited to cultivating a safe and healthy learning environment.
  • https://wingchunpdx.com/wing-chun-classes-portland-oregon/: Learn practical self defense from the art of Wing Chun in Portland, OR. Develop your “internal power” from the Ip man lineage today.

I started analytics for LHA when I did the redesign in October 2019, so unfortunately there is not enough data to confirm if my initial redesign SEO is comparable to the old design. There is a slight consensus with the client that the new student rate has picked up.

Wing Chun Near Me Page

  • 2/21/2020: Just created this page: https://wingchunpdx.com/wing-chun-near-me/ to replace this navigation page: https://wingchunpdx.com/wing-chun-classes-portland-oregon/
    • It needs to have the following info.
      • Schedule
      • Pricing
      • Form
      • Location (map)
  • I need to create links between these major pages.
  • I should put the location in the footer with schema.

Progress During COVID-19

IMPROVEMENT

It is telling from the graphic above that my SEO for the two pages (“learn wing chun” & “wing chun near me”) had a positive impact despite the pandemic. Unfortunately Lightning Hand Academy can’t really make much use of the extra traffic since the social distancing closure.

The information in this section is an update on 7/11/2020. The “Before” period is from 3/10/2019 to 1/31/2020 (10 months). The “After” period is from 2/1/2020 to 7/10/2020 (5 months). From the table directly above, you can see the yellow highlight is starting to trend from the table directly below.

“learn wing chun” has been getting a lot of impressions, but not much clicks. If we created more internal & external links it would be better. Since the pandemic, it might not be as useful to further optimize in the meantime. “learn wing chun” has opened up other related keyword phrases as shown on the table below.

OTHER KEYWORD PHRASES OPENING UP
POTENTIAL

From the two tables directly above, the yellow highlights shows a potential to capture more traffic, though that is a business decision.

BEFORE
AFTER
  • wing chun classes near me
COMPARE
POTENTIAL

Filed Under: SEO & SMO, Work Show Case

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