Opus Media http://www.hcssalon.com Baltimore Web Design, Marketing, & Brand Firm Mon, 15 Feb 2021 20:36:56 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.17 Getting the Most Out of Google AMP http://www.hcssalon.com/seo/getting-the-most-out-of-google-amp/ Fri, 21 Sep 2018 16:53:52 +0000 http://www.hcssalon.com/?p=1151 You’re probably reading this article on your phone. If you aren’t, other people likely are. More than 75 percent of U.S. adults own smartphones—and a growing number of Americans rely on only smartphones to access the Internet. What this means for website owners—whether they’re running businesses, non-profits, or blogs—is a need to optimize websites for […]

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You’re probably reading this article on your phone. If you aren’t, other people likely are.

More than 75 percent of U.S. adults own smartphones—and a growing number of Americans rely on only smartphones to access the Internet. What this means for website owners—whether they’re running businesses, non-profits, or blogs—is a need to optimize websites for mobile users. But how? And what challenges does this pose?

You may not have the time, resources or know-how to properly (or efficiently) optimize your website, no matter how urgent the need may be. But you don’t have to. Google is developing a new tool, AMP (Accelerated Mobile Pages), just for mobile users, and it can serve as a shortcut to the in-depth optimizing you need.

How AMP Works

When you load a webpage, your device—whether desktop, tablet, or phone—requests a lot of information from the server. If you usually have a good internet connection, you probably haven’t noticed these requests because they happen so quickly. If you’ve ever had a slow connection, you may have noticed a list of actions happening in the bottom left of your screen (this list is usually only visible on desktops). These requests include loading the HTML page, CSS (code that makes everything look good), images, and usually JavaScript for ads and stat-tracking. Loading all of these files can take a while on a desktop, which generally has the fastest connection to the internet of any device, and it takes even longer for phones.

Think your mobile-user customers will wait for your website to slowly load? Research suggests not.

AMP speeds up the loading process by consolidating these requests into one. Instead of allowing your device to load the HTML, then the CSS, then the images, then the JavaScript, Google AMP creates one, pre-saved page—usually the fastest and most basic version—for mobile devices to load. If you’re using AMP, your mobile users will have a much faster and user-friendly experience—and they will be less likely to leave your page before it loads. This speedy service is why Wired, Slate, and The Washington Post have all adopted AMP.

Why Should You Care About AMP?

In most cases, using Google AMP means improving loading speed, which, in turn, means increasing revenue and improving user experiences. Data show that AMP doubles the time people stay on pages and can lead to an increase of as much as 20% in sales conversions.

Slower webpages can mean less business, and fewer returning visitors to your site. Think about your own experiences: if you want to order a pizza online, and one parlor’s website takes forever to load each page, you’ll likely visit another pizza parlor’s website, right? You’re hungry and have little time to waste.

The Washington Post recently started using AMP and, in doing so, increased mobile search users who returned within seven days by 23%. The newspaper also saw an 88% improvement in load time. ?

Implementing Google AMP

AMP is a useful tool—but it takes time and expertise to implement. If you don’t implement AMP correctly, you may not get the results you want.

The most important step in optimizing your site with AMP is ensuring your AMP pages are nearly identical to your regular webpages. This is critical to your AMP pages’ performance, and it also affects whether they’re used or not. Google announced that if your AMP page does not have similar content to its regular-page equivalent, the regular-page equivalent will be used instead

Implementing Google AMP is an investment in the growth of your business that, when done correctly, can lead to massive increases in traffic and sales.

How Will You Know if AMP is Working?

Closely monitoring your site’s analytics after implementing AMP will provide insight into the improved efficacy of your site—but you should consider a few important caveats while monitoring.

Monitoring analytics is good for a few reasons: it shows whether visitors are returning to your site or not, it shows how long users are staying on your site, and most importantly in AMP’s case, it shows whether your new AMP pages are resulting in improved experiences for your users. If more people are returning to your site and staying longer, AMP is likely working its magic.

There’s an important caveat, though: if you set up analytics for your AMP pages and also for your regular pages, you won’t have one, seamless set of data. You’ll have two sets, which will likely only confuse you more.

The solution is “session stitching.”

We won’t get into the nitty-gritty here, but know that staying on top of your AMP game requires more than meets the eye. This isn’t a quick fix.

Where Google AMP Falls Short

Google AMP, for the most part, is a wonderful tool—but it’s not perfect, and it does have a few major limitations.


The section above hinted at how AMP can complicate tracking techniques—hence the need for session stitching. Session stitching, and other solutions, is a little more advanced than what most website owners are prepared to tackle on their own. While Google AMP is extremely useful and is almost guaranteed to improve your visitors’ experiences, tracking its effects, among other things, can require more expertise than expected.


Google AMP is a free and open-source platform, but implementing it and testing it can take loads of time if you’re not a developer. ?

Flawed Presentation

Google AMP often eliminates JavaScript and some CSS, both of which enhance your page’s look and feel. In Google AMP’s case, you need to juggle efficiency and practicality with look and design—all while keeping the content nearly-identical.


If you’d like to learn more, or if you need help optimizing your web pages (Google-AMP-related or not), feel free to contact us—we’re more than happy to help.

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Local SEO – Get Found In Your Own Backyard http://www.hcssalon.com/seo/local-seo-get-found-in-your-own-backyard/ Fri, 04 Mar 2016 17:03:34 +0000 http://www.hcssalon.com/?p=1086 Wherever you are, there you are. As trite (yet true) as this might be, if you are a local business, you want the world—or more importantly your local consumers and customers—to know exactly where “THERE” is. Enter Local SEO. What is Local SEO? SEO is SEO is SEO. Right? Not exactly. Local SEO does what […]

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Wherever you are, there you are. As trite (yet true) as this might be, if you are a local business, you want the world—or more importantly your local consumers and customers—to know exactly where “THERE” is. Enter Local SEO.

What is Local SEO?

SEO is SEO is SEO. Right? Not exactly. Local SEO does what the name suggests. Based on what customers are searching for, Local SEO matches them with businesses nearby based on their current geographic location.

So, if you are in Baltimore, MD and you want a crab cake, your search will show you where to get said crab cake in the Baltimore. And if you are the owner of the crab cake shack and have well thought-out local SEO strategy, the more likely you are to be one of the crab cake restaurants in Baltimore, MD that shows up in the hungry crab lover’s search.

Where to Start?

An example of Google Business Listing for Local SEOGoogle My Business, is a good place to kick it off. In fact: it’s a prerequisite. Chances are you have already done some homework and have created this page and optimized it to the hilt. If you haven’t, here’s a couple of quick pointers on how to boost it a little:

  • Keep it consistent. Ensure your contact details—Name, Address, Phone Number (NAP) —appears the same way 100% of the time.
  • A comprehensive, not “borrowed”, well-formatted business description (with links)
  • Choose your business/service category wisely.
  • Be photo heavy. Of the quality, hi-res variety.
  • Use local, not 800, phone number(s).
  • Schema-enable your contact details. Help those search engines to show your business info accurately.
  • Business hours and hours of operation. Get them in (if applicable).
  • Reviews. Get them from your customers. A lot of them. Make sure they are (mostly) good if you can manage it.

If you need more, there’s always the 17-point Local SEO Audit Phase 1: Google My Business page Moz article.

Factors That Differentiate Local from National SEO

Although many similarities do exist, the notable difference between “normal” (National) SEO and Local SEO is geo-targeting. Based on the data you give Google, customers within a range of ZIP codes at an available distance from your location (usually up to 100 miles) will see your ad versus having your Search Results Listing shown to users across the nation.

Keyword Choices

Local means just that. If your conversions and ROI depend on a 100 mile radius of a particular spot on a map, then you will want the spot to be well noted. Get granular with your location. Delve deeper, and go as far as down to the neighborhood in which you’re located.

Have the Right Stuff — keyword density and natural-looking and placed synonyms for your “money” keyword are still important. But keep in mind that gumming up the works by overstuffing keywords isn’t looked upon kindly by Google.

Local Citations

Example of a A local SEO Yelp NAP ListingA citation is anywhere that your Name Address Phone Number (NAP) is listed online using the same format as your own local listing.


Caution—when setting up your citations, ensure that they match your local listing exactly as far down as abbreviations used and the way your telephone number is displayed.

123 W. 123rd St. shouldn’t be 123 West 123rd Street on another site. Keep it consistent.

Another consideration is that once you have identified where your citation is best served is that you will have to fill them out. One at a time. There are data aggregation services (like Yext, Infogroup, Factual, Axciom, Neustar Localeze, and Moz Local) that will fill out the form and then place them for you with affiliated partner sites. Using services like Yext to manage your listings can ensure you are consistent. Opus Media is a Certified Yext Reseller and can set you up with a Yext account and help your business get the most of your Yext account.

Wanna know what the Top Fifty Citations in the US are? Of course you do. (Thank you Whitespark!)

Why are citations important? Because they comprise a significant portion of a business’s ranking factors for local SEO—as much as a quarter of them actually. Getting citations (and maintaining them) is not a simple task. You will spend a lot of time doing it. And if you get it wrong, it can be time consuming to fix.

Importance of Local Backlinks

Backlinks are great. Backlinks let the world (read: Google—which is your world) know that you—and your stuff—have been noticed and that you are relevant and useful. And this is especially true for local SEO efforts.

The nature or quality of the domain (and/or page) authority of the backlinks you shoot for is always important and weighs heavily in your SEO efforts—one quality link is the sum of many lesser links.

Some sources suggest, however, that this might be slightly less the case for local SEO. Local backlink authorities don’t have to be as strong or high as they are seen as earned, not bought, validating your business as a viable (and linkable) part of the community. Search Engine Land has a nice article about local backlinks and how to get them.

The best approach is in the middle. There’s a good chance that your main competitors in the local SEO sweepstakes have also identified the heavy backlink hitters and are on their radar. The trick becomes to unearth those local backlinks that others may have missed and add them to your backlink profile.

And no, there is no penalty if the linking site isn’t updated to the most recent version of WordPress, or uses red headlines on an orange background. Your only concern is that the page is from a local business

Common Problems with Local SEO

Incorrect or Inconsistent NAP – (Name, Address, Phone Number)

This isn’t about a siesta. But if done inconsistently, it can put your business’s search rankings into sleep mode — and as such out of the local SEO-sphere.

Duplicate Google Places/Local Listings

One listing is enough. Or so says Google. And your customers can end up reviewing the wrong listing. If you have duplicate listings they can be fixed. Here’s a quick guide on how to fix (reads: disappear) a duplicate listing.

Key-Concepts, Trumps Keywords

Choosing keywords wisely—based on your audience or customer’s needs (intent), how much competition there is and the relevance—is of great value and should be given its due consideration. There are a host of tools out there (Robbie Richards has 58 experts rank their top 3) to help you identify, rank or suggest changes for your business’s most effective keywords.


In some instances, business owners might not even be aware that they are in Google’s crosshairs or have been dinged for their ranking efforts as a result of improper practices. Falling afoul of Google guidelines will set you back. Staying on top of the ever-changing rules and guidelines is equally as important as the local SEO efforts themselves.


If you don’t have any, you will need to get them. These carry some serious heft when it comes how your site is selected by potential customers. The more you have (along with a higher star rating) the more consideration you will enjoy. Yet many businesses fail to solicit them.

Google reviews should be the first place you direct your reviewers, but if they have a favorite place to put them, by all means let them review away. If you’re not sure how to get your customers to offer their thoughts, try this Forbes 6 Simple Ways To Get Customers To Review Your Business Online article.

Flight of the Pigeon

Released mid-2014, Google’s Pigeon release tightened up the reigns on local SEO efforts, bringing them closer in line with the larger, national SEO environment. Failure to understand how it has impacted your business’s visibility in local search or how you will need to adjust your current local SEO efforts is at your own peril. SEO titan, Neil Patel, breaks how it has impacted the way you should approach your local SEO in this article.

Some Local SEO Shifts to Watch

The Review

Again with the reviews. If you have reviews on your business page, great. If not, it might be a little harder to get them now than in the past. According to Jennifer Slegg of Moz, the recent changes to the Pigeon algorithm have made getting your first review an undertaking through Google itself.

Now the Google+ page (you’ll have to find it first, of course) is the entry point for reviewers. But it makes the process glacial in an environment where nanoseconds are considered an eon in attention span.

Local Stack is Now a Short Stack

An example of Local SEO Short StackThese are the organic (not paid or sponsored link) results that show up for local business according to your search terms (think Baltimore Plumbers). Yup, and they have changed, too.

You may remember seeing seven once upon a time. Well, now it’s down to three. With the amount of searching now done on mobile devices, Google has streamlined the number of local stacks (also known as “snack packs”) so that scrolling is no longer necessary.

Whether this is to push local businesses toward sponsored links for listing or simply to cut out the free local ride, the bottom line is, Google has forced local SEO companies (and you) to bump it up a notch.

Benefits of An Agency Doing Your Local SEO?

There are obviously advantages going it alone. You will have to take into account your appetite for DIY, the aptitude you have for SEO, as well as the time you have for researching the current best practices (because they WILL change).

Engaging in Local SEO is, like anything in digital marketing, a process that does not have a one-size fits all approach. An agency will be focused on best practices, the latest developments and have the systems in place to deliver successful SEO campaigns that are fit to your business needs. It is worth a call to an agency to see what you are up against and if they can help.

Here are couple of other factors to consider:

Time Investment

This is perhaps one of the biggest advantages of having ready-made experience and expertise. The process of creating and updating citations alone (if you want to do it yourself) is incredibly tedious and time-consuming. Then there is managing the efforts moving forward. And the reports, analyzing results tweaking and reinventing (if needed).

The Cost of In-House Employee vs Outsourced Contractor

Expertise doesn’t come cheap. an in-house expert comes with a couple of other requirements besides salary. The outsider doesn’t, and will have the same level of expertise and is a good place to start as you build your efforts.

Making Fixes

Incorrect application of local SEO initiatives can result in a rankings mess that takes a while to resolve. SEO can be a slow moving process. As quickly as you get yourself into trouble, the process to get yourself out of it can prove to be just as slow.

Local SEO is a strong strategy with the potential to return a ton a value for businesses who rely on customers with a defined geography. With the right expertise, you could be showing in top results. When done correctly, it puts you on map.

Next Step?

Knowing how well you’re doing in local SEO efforts is a good place to start. Using Opus Media’s FREE SEOwebscore Tool—you can see how you stack up in the SEO universe. From there, it’s about making the tweaks or wholesale changes to optimize your online visibility.

Whatever those “changes” look like Opus Media could help you. We’ve have a great track record of helping local businesses of all sizes across numerous industries get FOUND!


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SEO Interview with Business Accelerated http://www.hcssalon.com/seo/seo-interview-2015/ Wed, 27 May 2015 21:52:13 +0000 http://www.hcssalon.com/?p=955 This is an audio interview conducted by the Business Accelerated Company regarding the basics of email marketing. This interview, between Ellen Harris of Business Accelerated and Jason Werner of Opus Media, takes the opportunity to explain the basic principles and value that developing a basic understand of Search Engine Optimization (SEO) program that can provide […]

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This is an audio interview conducted by the Business Accelerated Company regarding the basics of email marketing. This interview, between Ellen Harris of Business Accelerated and Jason Werner of Opus Media, takes the opportunity to explain the basic principles and value that developing a basic understand of Search Engine Optimization (SEO) program that can provide value to nearly all types businesses.

Listen to the audio interview here:


Ellen Harris: Hello everyone. This is Ellen Harris with the Business-Accelerated Company and today we are interviewing Jason Werner of Opus Media. His company is a web design and full service marketing boutique established in Baltimore, Maryland in 2008. They excel in delivering marketing solutions that are founded through planning and research designed to speak to a target audience and implemented in a coordinated manner across marketing channels in order to deliver the greatest impact. Jason, welcome back. Good to hear from you again.

Jason Werner: Good to be back. Thanks for having me Ellen.

Ellen Harris: Oh you’re welcome. Today you’re going to bring a search engine marketing. You were very thorough with search engine optimization and now you’re going to share with us today search engine marketing. One of the things I’d like to start off with is can you give us a brief overview of what search engine marketing is, what it does, and what it means?

Jason Werner: Sure thing Ellen. As we see it, search engine marketing is a term which we use as an over arching term for really two main components. Search engine optimization or SEO for short and paid search marketing we abbreviate it as PPC are the two main components to what we put under the umbrella of search engine marketing. As you talk to different people amongst our industry you may find that certain folks refer to search engine marketing exclusively as the paid search channel and they break out search engine optimization or SEO separately. For us at least, we kind of put it all under one umbrella.

That’s a bit of a subjective opinion. Essentially what that means to a business is that you are targeting an action of a user. The action is that they are searching for something specifically through a search engine and underneath either channel search engine optimization or paid search, you’ll find you’re able to make yourself known to someone who is actively searching for a solution that you may offer.

Ellen Harris: What does search engine marketing matter to business owners and their websites?

Jason Werner: It matters to business owners for a lot of different respects from both the paid and organic perspective. What they both tie back to though is that action of the user. The user is actively seeking an answer to a question when they go to a search engine and they type in “I am looking for socks”. They are looking for answers to their question about where can I buy socks online and there’s many variations of that search. Shop socks online, men’s socks, men’s dress socks, women’s socks, kid’s socks. All sorts of different types of socks that someone could be looking for online and what search engine marketing does in both the paid and organic capacity is allows you to be visible to those people at a time in which they are actively searching.

As we like to position it here, it’s a time when you’re talking about a warm lead. We know it’s a warm lead because this person is actively searching for your product or services. As far as what that means to a business as we talk about paid search versus the organic side of things, it’s two completely different animals in a lot of respects that get us to a similar solution we’ll say.

Ellen Harris: What is the impact with respect to Google’s change to their algorithm?

Jason Werner: That really brings us back to the statement about their being two major channels, the paid search side, actually Google has some changes they’re making on the paid search side that are coming up shortly that are just basically how that process works, how those tools really work more than anything else. On the organic side which is where most of the questions come from the algorithm side of things is the organic search algorithm, so the organic search results that you see on any search results page are a result of a math equation, this algorithm that Google keeps close to their chest so to speak where they … It’s a proprietary math equation that is used to determine the relevancy of websites as it pertains back to the search being done by the user.

That exclusively impacts organic search. Organic search being a more long term channel for growth in marketing is about … It’s about establishing an ownership in a lot of ways around key search terms. When we use the example of socks it can be that slow growth proposition or as Google puts it, glacial with regards to developing visibility for the term men’s socks because it’s such a broad and widely searched term. The principals of the algorithm take place in understanding how to organize and give results back to the user who is searching men’s socks. As someone goes to Google and looks for men’s socks, they are going to find that they get the results that Google deems best and what’s best on Google is relevancy. Relevancy is based on user factors. In Google’s opinion it’s about the users first. Makes a lot of sense.

They want to provide search results that are of the greatest significance to the person that is making that search happen. As it relates back to what they’re searching, the search results are served and that is created through the algorithm itself, the order of those search results. Yeah, there’s a lot of publicized information around when Google makes major changes to it’s algorithm because a lot of times it plays a significant impact on how we go about managing and maintaining and just running organic search programs, SEO programs in terms of what are the types of methodologies we use to conduct those campaigns.

Ellen Harris: Okay, when you use the example of socks, I think immediately of a little company. They’re very new and they’re called … The product is my mismatched socks. It seemed to be a major hit with the tweens, young girls in between teenage years. I was just thinking about the search algorithm, just something like that. A user would probably end up searching with a long string. From a search engine marketing perspective and just looking at it from an end user. For the business owner but looking at it from the end user perspective, I would think that your search term and relevancy on the organic side is where you, your company replaced most if not all of your focus in helping a business owner reach that level of relevancy in their business with their search terms.

Jason Werner: Yes, as far as long tail versus short tail is concerned, what we’re referring to there is the length that’s being searched and building and understanding a relevancy, kind of touching on the major points of search engine optimization organic search with respects to keyword analysis and understanding what people are searching and with those changes that have happened with the algorithm. The most specific of which being with hummingbird is a cute little pet name that Google gives to all it’s algorithms.

That one in particular focuses around long tail search, which is to say people don’t simply just search men’s socks necessarily. It could be as complicated as where do I buy men’s socks and looking in the some data for some of our customers it can be really long. Where do I buy men’s socks in cranberry red for a shoe size 14 or larger. As searches that long and long tail the search have come back.

Google does a pretty good job placing those searches with relevant results. The more specific the search, the more specific the results. A lot of the challenges and the push pull with search engine optimization really is finding your niche as a business and figuring out the searches that are being done with the greatest prevalence and using that as a way to, as we say, to inform your syntax. Meaning, the way we write and the way we talk about your content and your product on your website.

Your product or your services for that matter is informed by the information which we can glean from what is most prevalent in search. Picking out an example with the socks do we call them cranberry socks, is it burgundy? Is it Merlot shade of dark red that we might be talking about with those socks that is most widely searched. Honing in on that, we can glean in on sites from Google to say hey it’s not actually cranberry, it’s wine red. People say wine red all the time. We can go back through and say hey we need to kind of change how we look at this in some respects and at least inform our syntax or inform the way we write the information on our website so that it is more catering to what people are searching for.

Ellen Harris: Very interesting the way you laid that out. I’m a business owner and I’m looking at all of this. I know I should have some pre work or preparatory work that I’ve done before I come to you, what are some of the things I need to set up or at least have outlined on paper so when I come to you in this context of search engine marketing, that will make your job easier in helping me reach my goal which is more traffic, more people buying my product or services.

Jason Werner: That’s a good question Ellen. As far as the set up work is concerned, there’s really just knowing your business. A lot of times the challenges that we have to overcome and having those initial dialogs is really developing and understanding that there’s no longer any sort of guess work, particularly pertaining to keywords seem to be a popular sphere of focus. So much focus on what keywords, they’ll be focusing on … With a lot of the more recent updates keywords are becoming more of this gelatinous kind of amoebic thing because of these long tail searches.

We kind of focus on a group of keywords or a common trend in keywords and it’s not quite the same rigid process it used to be as far as focus on this keyword, hammer it home, say it a hundred times in a page. Make sure it’s the title of the page. That stuff starts to look very unnatural. If there’s one thing Google does have to say about succeeding with the organic side of things is that keeping it natural is what they want to see. They want to see a natural progression of things across all aspects of the metrics in which the algorithm looks at.

As far as what sort of set up work you need to do as a business, working in a full service capacity around search engine marketing handling both the organic search stuff which I mentioned earlier is a bit of a long term growth proposition where you’re kind of taking ownership of those search results. It takes a long time to get there. Again, in Google’s own words, glacial.

It takes a long time to see results, takes a long time to build results. Coming to the table with a little bit of history about your website, how long it’s been up. We do a lot of diagnostic work with websites in terms of understanding what components of the fundamentals of SEO from a code standpoint. We can evaluate and really audit the code of a website to help a business owner understand the nature in which the websites been built will influence how their content’s being presented to Google, how Google will infer your content on your website has everything to do with the code structure.

We audit and make sure that the code is being structured properly and that you’re firing on all 8 cylinders when it comes to adding things like metadata and all tags and a whole slew of different things. I think there’s 50 different checkpoints that comes out as part of the auditing we do as the code side of things. Having access to that as a business owner is often a big help for us. Understanding where you are as a business would probably be the biggest thing in the sense that are we a new website that’s just launched today? Are we an established website with a long history where we need to take that into consideration with any major seat changes we may push out because long standing websites with some value in their search engine optimization, their organic search.

Making major changes in a hasty fashion can lead to negative effects. Fall back down the ladder so to speak. From that perspective, understanding where you are as a business and where you are as website, the legacy of a website in the terms of it’s age and domain, and really getting a full complete picture of your business and trying to understand the goals, objectives of what you feel you need to … Or what it is you feel you need to do with search marketing to step it up and take it to that next level for you.

Again, a lot of that comes back to auditing and again taking on those different types of businesses, a new business may be a great candidate for a mix of paid search and organic search to supplement, used the paid search side of things to really supplement the organic side of things in the sense that with paid search you’re targeting the same audience. Again, it’s someone doing a search but the ability to show those ads as we like to say is almost and instant on, instant off proposition in that if you start a page search campaign today, you’ll start seeing your ad being served in search results tomorrow. It’s a way to kind of buck the obstacles of the glacial pace in which organic search happens.

As a business matures and as organic search starts to take off and progress in this slow growth fashion, we can start to re-evaluate what we’re doing with the paid side of things to kind of ween you off paid media in some respects.

Ellen Harris: We knew off of the paid media and guiding your more toward the natural organic search engine side of the business, or side of the algorithm if you will.

Jason Werner: To be clear Ellen, the algorithm only effects the organic results. It’s almost as though there are really two algorithms at play. When we talk about the organic search, we’re talking about the algorithms that again make all the headlines in the media. Whenever Google makes a major change it sets our entire industry on fire and everybody is running around trying to figure out what they’re going to do. The one common totem that Google really provides with respect to the organic side of things is provide quality content that people want to read and share. You will go far with your organic search results visibility, which is still true to some respects, the share part of it is probably the part that hangs most people up in their understanding and building natural back links.

The latest update to the algorithm which happened back in October of last year was a major change to how Google evaluates that sharing or those link backs to your content in terms of link building activities. I would argue that before the algorithm update a good link was worth a point and a bad link was worth half a point, if you will look at it on a scale of integers here. After the algorithm update a good link was worth half a point and a bad link was worth negative two points. You’ll slide into the negative pretty quickly if your link profile, all the links pointing back to your site … If you look at them kind of as it’s own metric, a link profile, you could quickly end up hurting yourself or experiencing a penalty if so many people got with that update to the penguin algorithm which deals with link backs and the value of link building.

Ellen Harris: Help me set the expectation for that business owner who’s been around 10 years or more. Realistically, working with you and we’re doing the analysis of the audit, how long my company has been around, my goals, my expectations and what I would like to accomplish with search marketing. Would it be a fair assessment to say it would take approximately 18 months?

Jason Werner: When we talk about the attribution of organic search back to results, you bring up a really great point in that we have to take a lot of careful consideration up front to what is it we’re measuring and what are we considering to be a success or a conversion at the end of the day. For a lot of folks in the service industry it’s about garnering leads for other folks. Looking at online retail and product based businesses, it’s about creating a … Completing a sale really. When we talk about an 18 month market, it’s going to depend on a lot of factors.

The competition in your industry has a big effect, the current status of your website is a big effect. What we really try to do out of the gate to avoid having to come back to you 18 months later to say yes, this has worked or no it hasn’t is to really measure things in a more incremented fashion. It really is baby steps in that regard. The analogy I often give folks when it comes to the organic side of things, if paid search is like being a day trader where we’re dealing with essentially the stock exchange of searches where a search goes out and people bid on that search to become visible through this auction process with the paid side of things which is their replacement for an algorithm, is the auction model.

With the organic side of things, we like to look at if the paid search is like being a day trader, buy low, sell high, the organic side of things is more like being a financial planner for someone’s retirement in the sense that you get those statements in the mail … If you have a retirement account, you get those statements in the mail and they don’t look like much. We send out those statements every month as part of measurement and making sure that we’re pushing into the right direction.

Some months they come in the black and other months they come up in the red and trying to understand why, if it’s seasonality or if there has been changes to the site that have had an impact and really spending the time and the expert man power on how to divulge what has happened is a big part of what we do from the organic perspective. Showing those statements and say we had ten more visitors from organic search last month than we did the month before which may lead to 20 more the next month, which may lead to 80 more the following month, which may lead to 200 a month after that. Kind of this slow growth proposition, this snowballing effect where you start to build slowly an incremented fashion towards a greater goal.

I think it’s important to keep metrics on that and to build a sound attribution model first and foremost through leveraging analytics and some of the other analytics beyond just website analytics using some search engine analytics tools which we tap into a handful of different sources for that information to put these comprehensive reports together for clients to say hey, this is what’s happened with organic search for you over the course of the last 30 days. You eventually step back and take a look.

We had a project that came up the other day where twelve months later into this project we’re talking about 270% more traffic than they were this time last year, and they’re a seasonal business so April for them is a big month of a seasonal business. Coming back and seeing that we had increased traffic 250% just from organic visits alone was a big win in that respect. It is twelve months later but every month along the way from April last year to April this year we were providing reporting and analysis and explaining the data, taking the time to show them what they’re looking at with these five and six page reports.

Ellen Harris: Interesting. You, Opus Media, you Jason, your team you’re really working closely not only with the owner but with their TPI’s if you will so that you have a clear in depth insight on what’s effecting any changes or growth in the algorithmic side of the equation if you will. You’re really looking at in depth so you can come back and say here’s what your changes are doing for your website, here’s what the impact is and do you make recommendations to an owner on where they could improve or increase or decrease whatever it is they’re doing on their site.

Jason Werner: Yeah, it’s recommendations. Depending on the capacity of what we’re being asked to do, and we work with businesses of different sizes with different internal resources. We kind of look to structure ourselves side by side with our clients. In terms of, for some clients they have a great capacity for creating content as a big part of their organic search programs. Others need the assistance in the content creation perspective. We facilitate that. We create content calendars and develop content around those calendars over the course of the SEO engagements that we handle.

Yeah, we provide the consulting and the managements and the advisements. For what we’re seeing with the results, as well as for the clients that are managing their own contents we’re providing insights into what they can do to improve stuff for those clients where we’re essentially ghost writing for them. We kind of build that into what we’re doing and it’s more of an internal collaboration. Hey we need to look at doing this or we need think about re-purposing this piece of content because a counter is a great thing to have because it holds you accountable at the end of the day to having to create content.

By the same token, when something comes up that we see in the data as a small team, or as a marketing boutique as we say, we’re able to kind of make those snap decisions and change direction quickly to take advantages of opportunities that may have snuck in at the end of last month when we show our report.

Ellen Harris: This is so very interesting to me. I don’t want to belabor the technical side of things but I like the way your company works directly with the owner. That’s really important, particularly if they got a goal that they may not have crystallized it as clearly as your company does, which is outstanding. My last question for you is this, is there a tip you can share that the audience should think about when they are considering search engine marketing in their implementation?

Jason Werner: Is there a tip with regards to search engine marketing?

Ellen Harris: Yeah. I think you may have given all the tips, but is there one that you missed?

Jason Werner: There’s a lot of misinformation out there. There was a recent update to the Google algorithm on the organic side. Mobilegeddon it’s been called, in again, in the publicized media. Mobilegeddon, the premise of that was that Google was going to re-evaluate how it dealt with search results down to our mobile device. Makes sense that you don’t want to go showing mobile results for a site that doesn’t have a mobile friendly presence as Google puts it. Sites that haven’t mobilized or made to accommodate viewing on a cell phone, either through a separate mobile website, through a mobile theme or a completely separate site that shows on a mobile device … Or through the more popular answer responsive design.

Those websites through this mobile algorithm update for lack of a better way of putting it, those sites that did not provide a mobile friendly website were in some way penalized in mobile search exclusively. This led to a lot of confusion. We had a number of calls and emails wondering hey, is our website ready for this because I read it somewhere or the oh my God, I talked to my buddy who I golf with and he said that our site’s not ready for this for whatever reason. In each case kind of having to go back and explain that what specifically the mobile update meant from Google’s perspective.

Again, there’s a lot of misinformation. One case comes to mind where someone we work with, a client of ours … They have a separate mobile version of their website to get served on a mobile device. Their golf buddy actually kind of said you know hey, you don’t have a responsive website, you’re going to be penalized. All this work that Opus Media has been doing for you guys from an organic perspective is going to go out the window if you don’t have a mobile website. Having to pen an email that explains concisely that A, the mobile penalty is only for mobile search A, and that B, a responsive layout is not a requirement to meet the mobile guidelines for Google. Went a long way to kind of put our client’s mind at ease as far as what they had been told versus what the actual facts of the situation are.

There’s a lot of misinformation out there. The biggest tip I can give you is understand that if you’re going to start reading about this stuff you’re going to know just enough to be dangerous, is really it. It really is a change of minute situation. The stuff that happened back in October was a major [inaudible 00:25:37] change with the changes to how Google perceives and addresses your link profile. We went to bed on a Thursday night thinking we understood the rules of the game and the rules were badminton. We woke up Friday morning and Google handed everybody a nice wake up surprise with a rules of the game change. It became football overnight. It went from badminton to football. It’s that much of a major change.

Staying on top of that stuff really becomes a bit of a full time job for us and just understanding what the landscape is and working through it accordingly. A lot of what a folks come to us for is the pro active stance we take on just staying on top of this stuff. It really is something new to read everyday.

If you want to commit to it, great. I find this stuff fascinating on a personal level, which is partly how I ended up here. Reading about this stuff and having a business challenge where it’s a shifting scope every couple of days, yeah it can be daunting but it’s certainly never a dull moment. If you want to engage yourself with the knowledge, either find someone who comes to you as an advised and trusted professional with some serious resources.

Stay away from the gimmicks. I get five or ten emails a day that are from companies wanting to do SEO for our own website, which I guess I get a giggle out of. If they actually read the site they would quickly know that that’s something we do. By the same token they’re making a lot of lofty promises. I’m sure our business owner audience out there has gotten that email that says we can get you on page one of Google, which there’s half a dozen real problems with that statement because no one can guarantee what Google’s going to do tomorrow, A. B, there’s no qualifier for what terms we’re talking about.

If it’s your brand name, well no kidding. If you’re not ranking on page one for the name of your company you’re probably either have a company name that’s used in four dozen other places, or there’s something fundamentally wrong with the basics of your organic search as it pertains to your website. The lofty promises, the guarantees. Anybody who writes you a guarantee for organic search either there’s some small print somewhere that you’re going to miss that really nullifies any guarantee, because you can’t make guarantees around what Google’s going to do tomorrow.

We’re beholden as a industry to whatever Google decides to do. The notion that people could promise first page results or first page results within three months or anything like that just run the other direction. That would be the other thing. The gimmicks that it seems too good to be true from an organic search perspective, it probably is. They’ve done a lot to really kind of quell any gaming of the system. The things that we as an industry used to get away with doing to accelerate organic search growth and increasing visibility quickly, those things have been quickly put to bed by these changes to the Google algorithm on the [inaudible 00:28:39] side of things for sure.

There was actually a really great article in Forbes magazine online about five false promises of SEO or something along those lines that would be a really great read for anybody looking to get some information. Actually Forbes is surprising a really great resource for just business level knowledge around SEO. They’ve got a lot of great writers on staff and I enjoy reading that stuff that they put out because it’s to the point, it’s succinct.

Ellen Harris: You underscore what I always said. You can’t listen to everyone. Make sure you are connected or know a trusted adviser and Jason, how long has Opus Media been around?

Jason Werner: 8 years.

Ellen Harris: 8 years. Okay. 8 years in my mind constitutes expert level. Jason Werner, Opus Media. Clear they excel in delivering marketing solutions that are founded in fellow planning and research. [inaudible 00:29:38] speak to a target audience and implement it in a coordinated manor across marketing channels in order to deliver the greatest impact. It has truly been a privilege for us to have you speaking with us today, Jason. Thank you so much for your time and everyone come back again for our next interview with a surprise guest. This is Ellen Harris with Business-Accelerated Company. Enjoy your day.

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Email Marketing Interview with Business Accelerated http://www.hcssalon.com/email-marketing/email-marketing-interview-2015/ Sun, 15 Feb 2015 18:26:38 +0000 http://www.hcssalon.com/?p=942 This is an audio interview conducted by the Business Accelerated Company regarding the basics of email marketing. This interview, between Ellen Harris of Business Accelerated and Jason Werner of Opus Media, takes the opportunity to explain the basic principles and value that developing an email marketing program can provide to nearly all types businesses. Listen […]

The post Email Marketing Interview with Business Accelerated appeared first on Opus Media.

This is an audio interview conducted by the Business Accelerated Company regarding the basics of email marketing. This interview, between Ellen Harris of Business Accelerated and Jason Werner of Opus Media, takes the opportunity to explain the basic principles and value that developing an email marketing program can provide to nearly all types businesses.

Listen to the audio interview here:


Interview Transcript

Ellen Harris: Welcome to the Business Accelerated Company live event series where our theme for 2015 is marketing. Marketing is a challenge for many business, large and small. Finding the right resources to help us is an even bigger challenge. Our goal here at Business Accelerated is to make marketing simple.

I’m Ellen Harris and joining us today is Jason Werner of Opus Media. He is our first guest to help us launch this series. Before I begin discussing marketing with Jason I would like to tell you a bit about his company, Opus Media. It’s a web design and full service marketing boutique established in Baltimore, Maryland in 2008. They excel in delivering marketing solutions that are founded in thorough planning and research designed to speak to target audiences and implement it in a coordinated manner across marketing channels in order to deliver the greatest impact.

They deliver their solutions in a complete marketing framework, strategy, production and analysis that are focused on driving conversion for their clients increasing their bottom line. They take a metrics first approach that leverages tangible marketing data to infer and analyze the efficacy of their strategies in order to make continual improvement through perpetual optimization.

They enjoy a nimble business model that allows for a level practical agility that is not often found in larger agencies. Depth of services and world-class experience help them establish a higher benchmark for complete quality marketing solutions not often found at smaller agencies. They are Opus Media. Jason Werner is our guest. Welcome Jason.

Jason Werner: Hi Ellen, thanks for having me.

Ellen Harris: I would like to kick off our discussion around the concept of email. In our professional careers I supported email on the back end through unified communications. When I read your background, you provided your support on the front end. Give us a little bit of background and history of how you got involved with email.

Jason Werner: I often like to say I got suckered into email Helen. It was one of these things where as the internet evolved as a marketing medium, nobody knew how to really approach email at the agency I was working at, at the time. I was working at a large, actually the largest advertising agency in our area. It was just uncharted territory for them. Being low guy on the totem pole at the time it was given to me. Here, you figure this out was the approach that was taken with this.

I just immersed myself in learning email marketing from there from both a technical standpoint of how do we deploy emails, what systems do we use, what sort of technology goes into deploying emails, but also through the idea of how do we improve email in terms of this efficacy as a marketing channel.

From there, again, working in an agency setting got to have a wide range of experiences in working both on the technology platforms that were available. It seems as though each and every client had a different platform that they preferred to use for delivering their email marketing messages. As well as different considerations for the types of messages and the types of emails that we would send out to varying different clients, ranging everywhere from e-commerce direct sales emails to the softer side. More or less what we have today as exists through in-bound marketing using information as currency to keep an audience warm and to interact and engage with an audience through a channel, in this case, email, that they found to be most conducive.

This experience predates everything with social media. If you were to have regular dialog with your clients, or with your audience, your potential customers at the time it was truly email was really the only medium at the time in which you could send a direct message to these tier constituents to your potential customers to let them know what’s going on with your business via new events, new products, or that you’re running a sale. Just to say hi, check out this link we saw. This predates Twitter and Facebook as entities. This was pretty much it back in the day.

Ellen Harris: Now as a target market, you identified business owners. What were some of the challenges you observed that attracted you to that market?

Jason Werner: Some of the challenges business owners face? I’ll tell you it’s an internal struggle as well as an external struggle to really break it down. The internal struggle that business owners face from a challenged perspective is understanding data which we do a lot of simplifying data for our customers here at Opus Media. Understanding and tempering behaviors would be another thing that business owners struggle with internally in terms of the tendency to over email or on the other side of that, under email or neglect their email campaigns, would be the two biggest things for an internal struggle.

The external struggle is just understanding your audience and developing and understanding your audience. One of the major ways in which email succeeds as a platform is its ability to be measured which is something that really harkens back to the core branding it does here at Opus Media is that we’re able to measure and monitor and optimize around the data when it comes to email marketing to better understand an audience.

For business owners the challenge being how do I acquire that data? How do I make sue of that data? How do I give it meaning? And then once I have data and once I have an understanding of what that meaning is with that data, what do I do with it from there? How do I leverage this to improve what I’m doing?

Through a series of evolutions, we have developed what we like to think of as an email training regimen we go through with clients. We view ourselves much like a sports coach would be viewed on a sports team in the sense that we’re here to help our business owner clients develop the mechanics of doing the foundations of email marketing and building on those foundational mechanics to leverage optimization.
Ellen Harris: Okay. Here’s a question that most business owners ask. Is it possible to achieve a return on investment with email? How important is email in that respect?
Jason Werner: As far as acquiring an ROI from email marketing, as the DMA Direct Marketing Association will have you believe through its data from 2013, email marketing can yield an average of 4300% ROI for businesses across brands and across industries in the United States. That’s their latest published data on email marketing.

As far as when we talk about the Direct Marketing Association and all the types of marketing in which they oversee, it includes things like direct mail and other direct marketing channels where you’re going one-to-one direct to the consumer. Email has, as long as I’ve been looking at the data at the DMA has published has always been the biggest return leader as far as ROI is concerned, second only to doing No. 10 letters. Second on that list is always No. 10 letter mail. As far as ROI, it represents the efficacy that you don’t have with a traditional printed direct mail piece.

Plus the cost savings you don’t see when you have to talk about paying for postage and paying for printing and variable data printing. To match an email campaign it can be quite costly from there and still generally speaking don’t have the level of control that you have with email in terms of how specified your message can be to each vendor.

Part of that 4300% ROI the DMA has published as of August 2013 is really predicated on your ability to, the cost savings with email first and foremost but also your ability to target your message. This is really the big key thing why email marketing succeeds above and beyond all else. You can target your consumers based on their interests: their buying patterns, their behaviors. Whereas with direct mail it’s delivered when the USPS gets around to it so to speak. With email we can learn and observe from open rates when the best time to deliver an email marketing message.

Ellen Harris: Really small business owners, the solo preneur may have this feeling, well I don’t want to send so much email. I don’t want to bother people. They may fail to recognize that there is a hole with email marketing. What would you say to that solo preneur who is hesitant and tentative about sending email? What’s the true goal of email marketing.

Jason Werner: The first thing I would say to someone who is hesitant to do email marketing is that you don’t actually know what your customers are going to respond until you start to try to do it and then measure what that response is. Again, one of the big components of why email marketing is so ROI friendly at the end of day is because it is so measurable.

The goal of email marketing is varied from campaign to campaign. It comes back with the overarching goals of the business at the end of the day. For e-commerce customers it’s often about driving a conversion. Hey, we’ve got these 10 new products on the site and if you act right now you can use this 10% off coupon code to drive a sales to email marketing that way to get that sale message out there is a lot more cost effective to do it through email than say taking out a traditional print ad in the newspaper to say we’re having a sale on these new products. Or even online with display advertising and paid search, email marketing still shows up as being more cost effective.

I think the important thing is you have goal first and foremost. A lot of what we do is the early definition of any campaign during the challenge is understanding what our goals and what are conversion metrics are. Again, with e-commerce conversion metrics become a little bit plain in the sense that we’re able to with no surprises know that it comes back to driving a sale. Whereas, when you talk about lead generation and the softer side of marketing with brand awareness, the measurability of those elements becomes a little bit softer. And certainly something that takes a little bit more consideration for how you measure.

The importance is understanding if you are running what your conversion metric is, what your goal is for your email marketing campaign. Is it I want more people to be aware of my brand? Or is it do I want to have someone place a sale from my e-commerce store? Or am I just trying to capture more information. A lot of times people fall into that middle realm which is that they’re looking for lead generation. Probably a big popular part of what we do with email marketing at Opus Media is help people generate leads. It shows that they have more than just a warm interest in your product or services by taking it a step further.

Again harkening back to how email marketing sets in the inbound marketing using information as currency, email marketing can drive people to download a white paper or download an infographic, or provide them with content that is of value to them, and using the email as a tool to deliver that message and then drive them to a way to convert. In which case, the currency that’s being exchanged is your information for their details as far as what their interests are.

I would say the big take-away being it’s important to have a goal. It’s important to find that goal early otherwise you’re left not understanding, or left in a position where you can’t possibly measure the efficacy of your email marketing because you have no defined goal in front of you.

Ellen Harris: Now with in mind, the goals, the strategies, the word “campaign” and you’ve used it several times. I always counsel my clients to design a campaign around the goal that you would like to achieve in exactly the framework that you describe. The question that did come up is what are best practices with email campaigns?

Jason Werner: I guess as we define what a campaign is, a campaign generally speaking is a series of email messages with a targeted goal in mind as we’ve just discussed. The best practices that we often find ourselves leaning on as foundational to someone who has never taken a foray into email marketing before, are just simply put just leveraging historical data for what we see to be those elements of running a successful campaign as a foundation or starting place. This is Point A in your email marketing campaign in terms of we understand these parameters about your email campaign.

We know who we’re trying to reach. We know what sort of messaging we’re trying to put in front of them and we understand what the conversion metric which we’re using as the benchmark for the success of this campaign. Well what are the best practices? How do we get that campaign to these people? What are the things we need to do within the actual email body itself in the subject line, in the sender as well as with the delivery in terms of what time of day and time of week best practices.

There’s lots of variations from industry to industry and list to list as to what times of day. Morning, noon, night or time of week, Monday, Friday or middle of the week. What types of lists respond to which types of deliverability in terms of when are we sending a message.

Establishing those best practices is a great foundation for getting started to accelerate the success of those campaigns. But more importantly from there, taking and learning which of those best practices do apply to your email marketing list and which best practices are those gotcha or those aha moments where we simply learn that your list is deviant from best practices. Being able to measure that and take note of it and then react by reoptimizing what you’re doing.

Ellen Harris: As an expert or specialist in email marketing, I’d like you to address if you will for the more advanced audience the A-B testing. Many people are not sure what that means. Do I test with one subject line and then test with another? Help us understand the bit about A-B testing and why it’s so effective.

Jason Werner: A-B testing is effective when it’s done correctly. Correctly subjective opinion here comes back to how you implement A-B test. You’ve already touched on how A-B testing in its simplest iteration is done based on the subject line. Again, coming back to our goals with A-B testing, our goal in that case is to discover which subject line has a greater open rate.

When we talk about I will say my subjective opinion of what correct A-B testing is, is when you’ve got a list of substantial size. We’ll say our territory list is 10,000 people. You take a small segment of that list. Of that 10,000, we might send a message to 1,000 people. Of those 1,000 people we’ll have two subject lines, subject line A and subject line B. 500 people are getting subject line A, and 500 people are getting subject line B.

A-B testing, again when done correctly, will take those groups of 500 send them each one of each variation of the subject line and we discover which of those groups A or B had the higher open rate based on that subject line. From there, we’ll take whichever one of those campaigns was more successful based on subject line, or one of the messages rather based on subject line and we’ll send that out to the other 9,000 people on your list by dong the segmentative testing essentially to determine which subject line has a greater impact on your open rates within your audience of your list.

Ellen Harris: In my own company we’ve tested subject line that involves some metric. 30% of something occurred and we find that we have a high open rate when we use some metric in our subject line. Do find the same to be true in your testing?

Jason Werner: I think one of the interesting things about email and why we put so much credence in developing the mechanics is that we need to look for that data with each and every client in every industry. It really does vary from audience to audience. That’s one of the unique things about email is that everybody has a different list that they’re mailing to. That list develops a personality and you develop an understanding and a relationship with that list over time to know whether or not they’re going to react to putting statistical facts into the subject line or not, is your understanding of who your list is.

You’ve developed that relationship of understanding. You know the folks on your list are intrigued by analytical subject lines that represent data in that fashion. It gets them engaged and gets them to open stuff. That may work for your list but it may not work for somebody else’s list. It really is a matter of testing. Hypothesizing which types of messages are going to work and then testing those hypotheses to see if the analytical message works over the more casual subject line, for example. Again, understanding who your list is as a group of people at the end of the day will really help you determine what types of subject lines work best. It really is varying from one list to the next.

Ellen Harris: And it always comes back to knowing your market, understanding the people on your list, communicating with them in a manner that they finding interesting to them. I’d like to go beyond email for a second. When I look at your website one of the things that you do is landing pages. Everyone is always interested in how I can make my landing page more effective.

I notice that Opus Media has a strategy for that, or you specialize in looking at it correctly in landing page strategy. Share with us a bit of why that’s important for Opus Media.

Jason Werner: As far as landing pages are concerned, it’s often one of these overlooked yet vital details to any campaign, be it an email campaign or a paid search campaign. Or any other campaign where you’re driving people through a link back to your website. Where you send those people can be vital to the success of your campaign. You’ve taken the time, you’ve spent the money. You’ve put together the hard work and blood, sweat and tears to put together this marketing campaign. To just randomly dump them on your home page oftentimes it is to kill your campaign in the 11th hour in the sense that if you’re not completing that message from the time of them getting the email to the time of them landing on your site with a consistency for expectation purposes, you can often find that your campaign drops from there.

With the example of email, you may have a campaign that has a really great open rate and really great click-through rate, but you have no conversion to show for it as we break that down and look at where the bottleneck is in your conversion funnel. If we find that it’s at the last step, it means that your landing page isn’t effective at getting people to take that next step. Be it pick up the phone and call you or fill out the contact form to learn more information and be indoctrinated as of one week. Or in the case of e-commerce, make a purchase.

Landing pages have everything to do with completing expectations for your audience. I received an email about this great sale on shoes. If I land on a page that’s full of men’s pants, I’m going to experience a disconnect there as an email recipient and have a greater likelihood of not transacting or completing a conversion. I was looking at shoes. My interest was in shoes. The email was all about shoes but I landed on a page full of pants and now I’m disinterested.

Developing a landing page that is consistent with the rest of your campaign that isn’t simply sending your audience to the home page of your website or the contact page of your website which is often usually fairly sparse with information. Rather setting up a page that facilitates that information that they received in their email that drives it a step further. Then understanding where your audience is at this point. They’ve already clicked on your email to open it. They’ve already clicked on something in your email to send them to this landing page.

There’s two steps of behavior that have already happened to show that this person is really, really interested in what you have to say or have to sell. The landing page represents your opportunity to drive it home for them and to ask them for that information. To say, give me your information or buy these shoes today.

What we do with landing pages a lot of times is develop strategies for figuring out which landing pages, which types of layout, design, messaging are most effective for our clients. Much like we do A-B testing with subject lines as we just discussed, landing pages can be A-B multi various tested as well. To know if the red button gets clicked more on the landing page for submitting the form or is the green button that gets clicked more for submitting the form. To know which headlines work best, which header images work best on these landing pages to get your audience to take the next steps in conversion. It all really depends on those factors in being able to set up the tools for testing landing pages, both A-B or multi various when we have a third option in the mix.

Ellen Harris: I’m going to throw you a curve. Unprepared for, unrehearsed. As you know, in business, people like to know that you have expertise, and that’s great. It’s clear that you have expertise. But I want you to talk to us about you. Why you design, develop, created Opus Media. What is it about marketing and all of the things that you do that get you up in the morning, that excite you, that keep you in business [inaudible 00:21:58]. I guess I’m asking you, tell us about you Jason.

Jason Werner: I’ve had people ask me how I got started in this before. The long version of it which may be another interview of itself is that I guess I’ve always know this is what I was going to do since the second grade when I brought in some drawings I was doing at home to have my then art teacher give me my very first art critique. I went on to get a fine arts degree in college with supplemental degrees in marketing and art history actually.

I went on from there and knew I wanted to work in advertising since day one of college. I went out after college and sought out the jobs in advertising and got the privilege of working at the top of my field at least as the geography would allow. We have an interesting market here in Baltimore. Working for both of the largest agencies in the city, one of which has gone to the wayside. The other one is still here. Having derived from those experiences what the biggest of the biggest types of clients were expecting. Being able to work with large clients on large projects afforded an opportunity with experience there to really explore a lot as well as I’d say influence a lot my work ethic.

I then looked to take and scale down for the small to medium sized businesses that we work for now at Opus Media was always my idea. My idea was that we could take a lot of the big agency experience and by setting a small boutique agency which is what Opus Media was intended to be and what it is today could allow small and medium-sized businesses to engage in that experience. To have someone guide them through a process with the understanding that that process was honed through large accounts for some sizable Fortune 500 companies at the time.

For me, it’s about the idea that you can deliver the big scale ideas to a smaller audience. It really sparked Opus Media the genesis of the business. It’s being able to do that for my clients day in and day out is the reason I get up in the morning.

Ellen Harris: This has been a very quick interview. Much faster than I’ve expected. You’ve been quite thorough. In these last minute 30 seconds that we have, 90 seconds, share with us if you will something that we did not talk about that is close to your heart, that’s passionate for you, that I didn’t ask you about.

Jason Werner: Again, like I said, it’s one of these things where I picked it up because nobody else wanted to do it. I just kind of owned the process. I got a lot of experience very quickly because all these big name clients wanted it. Talking more about email where it’s going I guess would be the thing I would use for a second to talk about. Much of email has changed the way we used to email market when I first got started. Keeping in mind that email marketing was it as far as directing or action with your potential customers. There was no Facebook. There was no Twitter at the time.

As far as social media wasn’t an entity as of yet. As we talk about the evolution of email marketing, email is definitely evolving into being a more targeted, a more segmented, and more casual. Casual in terms of how intimate it can be with your audience. Being able to be more tapped into who your audience is. To be able to segment down to the individual, but then taking this big data approach as we hear that word being used regularly. This big data approach to measure your lists on the whole and then segment down to the granular individual and being able to know that Sally Smith responds to emails sent at 11 o’clock. And John Johnson’s response to email sent at 4, we can schedule a campaign now and send it out to different people based on their preferences, even further than we could before which is interesting.

A lot of this again comes back into the nature of inbound marketing in a lot of ways which is where email is kind of finding it’s new home, we’ll say. Email marketing is being enveloped in a lot of ways into inbound marketing. For our audience members who may have heard the term and not quite sure what to make of it, have not yet begun any research on it. Simply put, inbound marketing is the ability through leveraging a number of different marketing channels to engage with an audience of warm leads and keep that audience engaged until they are at a point in their buying cycle where they can come back and make a purchase.

It’s about engaging and measuring the temperature of your audience so that you can send messages to keep them warm and then when you find that your audience is increasing in their likelihood of purchasing, you can ask for the sale at the end of the day. It’s a way to keep an audience engaged without annoying them really is what we’re all trying to avoid with all channels of marketing.

As far as the new home of email marketing, it really is inside the umbrella of inbound marketing as far as where it’s going into the future.

Ellen Harris: Today we’ve had the privilege of speaking with Jason Werner, founder, President and Owner of Opus Media. You can find him at opusbywire.com. Jason, it’s been a real pleasure to have you launch with us our marketing being for 2015. I appreciate you’re coming.

Jason Werner: Thank you for having me, Ellen.

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SEO and New Thinking About Keywords http://www.hcssalon.com/seo/seo-new-thinking-about-keywords/ Fri, 03 Oct 2014 18:29:04 +0000 http://www.hcssalon.com/?p=874 How the evolution of Google’s algorithm and other hurdles has changed our view on the purposes of keyword targeting, and SEO metrics altogether.

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Last week Google announced a “slow roll-out” of yet another significant update to their search algorithm — Panda 4.1. If you don’t follow the latest in SEO news, that ok, because we do. The latest hub-bub about this particular update is that it represents an opportunity to correct some penalties doled out by the previous Panda 4.0 update, and in the same breath it will work to further penalize thin content (pages and potentially entire websites that show a lack of substance).

Google in the past 3 years alone has made some significant changes regarding their search algorithm — making serious shifts in their Key Performance Indicators (KPI) for determining what is, or is not, relevant to the search engine user, and what search results should be delivered accordingly. These institutional changes are all intended to improve the search experience for the approximately 3.5 billion Google searches done every day.

Some updates reconfigure what is it means to be relevant — cracking down on poorly constructed websites that have previously dominated search results through a legacy of questionable practices such as thin content and shady links (Panda & Penguin respectively). Others (like Pigeon) tweak “the localization of search”, others still work to improve how a search responds to user input through long-tail search queries (ala Hummingbird).

Pandas, Penguins, and Pigeons — oh my! We’ll spare you the guided tour of Google’s menagerie of changes, but if seeing that spelled out is something that interests you, then this infographic is a great way to see every significant change that Google has made in the last 10 years:

Google SEO Algorithm Over 10 Years

Courtesy of http://blog.hubspot.com

SEO in the Good Olde Days…

Throughout the Wild West days of Search Engine Optimization, everything was a lot simpler. You found keywords that were believed to be relevant (and frequently used) to your potential customers, you built around those keywords — often in excess. Point and shoot — click, bang, done.

Back in Day, the Strategy was Simpler:

  1. Quickly stand up a website with relevant domain name,
  2. Build as many pages around as many relevant keywords as possible,
  3. Jam your keywords meta tag full of the most highly-trafficked terms you could find,
  4. Jam your page full of relevant keywords, and then jam some more keywords at the bottom of the page in matching blue on blue with your website background so no one would see the mess,
  5. Build a bunch of inbound links — from one shady corner of the internet to another,
  6. Profit.

Everything that was done to measure the success of your efforts was based around how far up the Search Engine Results Page (SERP) you ranked for select keywords. And currently, while keyword rankings are still a KPI for SEO, they’re not the penultimate end-all-be-all they used to represent. Back in the good old days, focusing on keywords was like being a day trader: you bought where the competition was low and where the demand was trending. You could turn a quick profit in traffic, then look for the next opportunity.

The Velocity of SEO Keyword Opportunities have Since Slowed…

If previously SEO was akin to being a day-trader, then current thinking needs to look more like a mutual fund designed for long-term growth through diversification built around historical indicators for trends in the market. Google has put the brakes on how quickly it will move around search results. Getting content and websites on Google’s radar has meant making an even more concerted effort and commitment to delivering quality content. Furthermore, through our own firsthand observation, Google has also begun to inject some “static” into search results pages that makes measuring a specific search ranking less “matter of fact” and more “matter of average.” Not being able to precisely quantify rankings has lead to taking a more aggregate tack with regards to how the keyword ranking KPI fit into our observations.

SEO, once a practice similar to day-trading of stocks, now needs to be approached like a long-term investment of your digital capital.

Current State of Keywords…

As it stands today, we still feel that the practice of utilizing keywords is important to developing a successful campaign. Our process in how keyword rankings are used has simply evolved. As new thinking dictates they are best used as a guide to the overall syntax of your content — matching user vernacular within? your message. As a KPI, the focus has shifted to looking at all aggregate rankings, and their impact on your total share of organic search traffic. And just like a 401k — quantifiable success can come from 1, 100, or 1,000 keywords. As long as the other SEO best practices are aligned, the quality and quantity of that success become more readily attainable.

Developing success along the way can and should be done with incremental results. Google like things to look natural, establishing a content schedule and a cadence for delivering great content will ensure Google that your efforts are legitimately human. That being said, there’s always opportunities to make surprising gains, by leveraging your social media (and yes, other networks) to distribute your content. Yes we do mean (but hate to say it) “going viral”.

Google has been less likely to give credence to content for content’s sake — you cannot simply create content and hope it ranks. From our 3 C’s of SEO community is king: how far and how fast you succeed (now more than ever) depends on how well your content is distributed. The Community of the Internet acts a metric of “social proofing” for the value of your content. As Google has gotten wiser about the quality of link building, this social proofing has become even more difficult to acquire. As Google’s Penguin update worked to carpet bomb shady linking practices, it also left some innocent bystanders in the cross-hairs of being penalized as collateral damage. The industry-wide collective learning experience from this, has made the practices of link building a more selective and overall cautious process.

Today’s Modern Thinking

  1. Build a website on a sound foundation — coded to make it easy for Google to infer your focus,
  2. Craft a content strategy around topic areas that are relevant to your users — we often address this as the “problem-solution paradigm,”
  3. Leverage keyword research to inform the corporate lexicon — keywords are now used to relate to potential customers through a common vernacular,
  4. Write content that your audience will love,
  5. Share that content through social channels and other online opportunities,
  6. Patiently measure incremental results,
  7. Profit.

SEO & Inbound Marketing

Google’s most recent and significant changes have more closely aligned SEO with Inbound Marketing — at least in methodology. We as marketers are tasked with the challenge of trying to figure out new ways for quantifying ROI based on this “wider net.” This challenge that has spawned a whole new crop of web apps promising to assist with closing the loop on inbound (and social) marketing metrics.

While we as an industry look for new and improved ways to quantify what it is we do all day, you as the business person are still left looking for a directive, a focused steady-fast anchor to guide your quest for SEO glory. To plant the corporate flag on the top of SERP mountain, in spite of all the game changing landmines that Google has laid in your way. One path has remained constantly available for you to travel: The long and winding road of the Golden Rule:

The shift in KPI’s on Google’s part has lead to a closer alignment to the Golden Rule of SEO:

Create Quality Content that Your Audience Wants to Read and Share,
and your website will prosper through Organic Search.

Like playing checkers with a 9 year old: Google’s rulebook for SEO will continue to change. But it doesn’t have to be an uncharted odyssey. Opus Media has success in navigating the heavy seas and can plot your course for SEO success, make sure you stay the course, and weather the storms along the way. Give us a call or send us a message to get started.

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Welcome to the Latest Iteration of The Next Big Thing http://www.hcssalon.com/about-opus/welcome-to-the-latest-iteration-of-the-next-big-thing/ Mon, 15 Sep 2014 04:00:25 +0000 http://www.hcssalon.com/?p=18 So lemme start by saying we’ve been bad… really, really bad, about taking our own medicine. Many of you, current and potential partners of ours, have heard us spout off time and time again about how “the only advice Google gives about succeeding with SEO is to consistently create quality content that web users will […]

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So lemme start by saying we’ve been bad… really, really bad, about taking our own medicine. Many of you, current and potential partners of ours, have heard us spout off time and time again about how “the only advice Google gives about succeeding with SEO is to consistently create quality content that web users will want to read and share.

Simply put, we’ve had a serious case of House Painter’s Syndrome. While we’ve enjoyed every twist and turn of creating content designed to engage our clients’ audiences — our own halls have started to look a little faded.

Fortunately, the remedy is a simple one: begin, the rest is easy.? So we picked up the brush and roller again and are going to start creating impressive interiors here, in our new home. And in doing so, you never know, a few people might actually copy our palette.

What is The Next Big Thing?

SEO Motives aside, the Next Big Thing is our way of sharing what we’ve learned and find exciting about the perpetually changing landscape of marketing. It’s our break down of marketing as we know it today, where it might go tomorrow, and how all these changes and innovations can be harnessed to? impact your bottom line.

From things like the latest update on Google’s algorithm to 3-D printing we will highlight and put Opus Media’s spin on the change that is a constant in this creative space we call the Internet. By staying on the cutting edge we can help edge our clients further into The Know, as well as the limelight.

…And For Those of You Who Appreciate Brevity

We have devised Creative Juice — a little taste of everything for the channels you wanna use.? We hope to make Creative Juice the place to go and see what inspires us, and in turn, hopefully see things that inspire you — afterall the best ideas are often a collaboration.

It’s a creative bulletin board of content we’ve curated from around the web, through Facebook, Twitter, and Instagram currently, with the hopes of adding in more pertinent channels as they become useful to us.



Original Post from June 23, 2011

Welcome to the latest iteration of the next big thing. We’ve blown up our site in order to get started with rebuilding a new one. Recently some serious thought has gone into how to better present our content online and we’ve comprised a plan, found some nifty tools, and of course utilized the best available in technology to bring it all together.

Our biggest goal is to be more concise in delivering relevant content about our passion: Effective Marketing

The main goal of this new site is to be more concise, and to provide a more concise experience to our users. Being in the business of designing and developing websites, we’re looking at this as an opportunity to experiment in creating this new online experience. We’ll look forward to your feedback, and of course helping you to deliver your next big thing online when you’re ready.

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Sailing the 3 C’s of SEO http://www.hcssalon.com/seo/sailing-3-cs-seo/ Tue, 08 Oct 2013 20:54:19 +0000 http://www.hcssalon.com/?p=736 When attempting to break down the components of SEO, you’ll quickly find that everyone has their own spin on the subject.

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When attempting to break down the components of SEO, you’ll quickly find that everyone has their own spin on the subject. At Opus Media, we too have our own way of simplifying SEO into 3 main factors we call the 3 C’s of SEO:

Code, Content, and Community

  • Code – How your website’s code is constructed will influence how your sites information is interpreted by Search Engines
  • Content – The information contained within your website will determine what key terms your site ranks
  • Community – How other websites perceive the value of your content will determine to a greater extent it’s importance and relevance

We find these three terms to be the simplest way to breakdown the key factors of SEO, as each is a building block upon the next in how your site’s Search Engine performance will be determined. Properly formatted website development and code structuring will ensure search engines infer the intended information in your website properly. Build Great Content – is the only true bit of advise that Google provides on the subject of how to bolster your SEO, and frankly no one wants to read something that’s not entertaining/relevant/helpful/well thought-out. Building inbound links from the community of the web is arguably the most challenging component, as well as the most beneficial. If an expert website refers to your content as a reputable source, then your search engine reputation (rankings) are “endorsed for promotion”.


Building great websites that help your business get found online are at the core of what Opus Media looks to accomplish with every website revitalization project. Ongoing SEO is a big part of how to take your new website and continue to build it into a more effective marketing tool.

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What’s an opus?by?wire? http://www.hcssalon.com/about-opus/whats-an-opus-by-wire/ Fri, 27 Jan 2012 19:28:56 +0000 http://www.hcssalon.com/?p=359 We get asked all the time: “What’s the deal with your domain name?” Here’s the back story.

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Opus: /?ōp?s/
  1. A separate composition or set of compositions by a particular composer, usually ordered by date of publication.
  2. Any artistic work, esp. one on a large scale.
  3. A body of work, usually creative, coordinated to represent the results in an organized and structured manner.

Fly By Wire:

Fly-by-wire (FBW) is a system that replaces the conventional manual flight controls of an aircraft with an electronic interface. The movements of flight controls are converted to electronic signals transmitted by wires (hence the fly-by-wire term), and flight control computers determine how to move the actuators at each control surface to provide the ordered response. The fly-by-wire system also allows automatic signals sent by the aircraft’s computers to perform functions without the pilot’s input, as in systems that automatically help stabilize the aircraft. (Courtesy of Wikipedia)

Current applications of fly-by-wire technology include the now defunct, space shuttle program, and the braking systems in modern automobiles produced by Mercedes-Benz, as well as Toyota.

Put it all together:

Put it all together and you have an orchestrated creative marketing effort (Opus) occurring and experienced through an electronic interface: the internet (By Wire). We thought this was a pretty clever execution for a url particularly since the obvious choice (opusmedia.com) is already taken by domain squatters. In hindsight, we didn’t anticipate having to continue to explain the origins of the domain name or having to slowly sound it out over the phone every time it comes up. We’re glad to have taken the time to write a brief synopsis in hopes of dispelling future confusion.

You may also like:

Our Twitter Page: http://twitter.com/OpusByTweet



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