Archive for the ‘SEM’ Category

Google Analytics – Measure, Analyze, Grow

Posted on: December 16th, 2010 by Purple Rock Scissors

Ever wonder who is visiting your website, how long they browse, where they linger, how they got there? These questions and others can all be answered by incorporating Google Analytics into your digital strategy.

Learning about your online traffic patterns lends itself to higher conversions, higher search engine rankings, increased ROI as well as an overall better experience for visitors on your site.

Highlighted are a few key items offered with this helpful tool. Learning the whole system requires much dedication and exploration, so we will convince you here in a nutshell of its utility.

Advertising ROI

Google Analytics allows for integration with Google’s PPC search platform AdWords and Microsoft’s AdCenter, complete with an array of other tracking capabilities. Track sales, conversions and visitors, as well as trace transactions back to ad campaigns, as specific as particular banner ads or keywords. This allows us to identify the best sources of revenue and capitalize on those elements.

Mobile tracking

Search and website activity are increasingly stemming from mobile devices, and this trend will only continue to rocket. Google Analytics offers tracking not only to these devices, but also specifically shows traffic patterns from individual devices, like iPhones, Androids, iPads, Blackberrys and more. You will realize the how important mobile websites and mobile application development are to your marketing strategy.

Customized reporting

With all the collected data, our marketing team compiles it into decipherable reports, customized with the information that our clients care about. These reports aid in the investigation, diagnosis and cure of any web issues, all with numbers to support it.

Visualize data

With easy-to-read graphs and the new In-page Analytics, you are able to visualize reports and numbers in the context of a webpage. This means you can view your website within the window of Analytics and get an interactive, illustrated representation of the click statistics and more.

Considering all of these benefits, there is no reason not to utilize this exceptional tool. Here at Purple, Rock, Scissors – we live and breath numbers for our clients. It’s how we are able to keep our clients happy and truly prove the value of our marketing services.

Google TV is Coolgle TV

Posted on: October 7th, 2010 by Erin Butler 4 Comments

It’s a TV, it’s a computer, and it’s so close I can smell it.

Google TV has been in the works for a while now, and the month of October marks the launch of the official product. Together with Logitech and Sony, the Internet giant will combine the entertainment of television with the limitless scope of the Web. You will soon be able to experience the techie-offspring in a mere couple of weeks.

Chock-full of apps, shows, music, websites, games, and anything else that you can see on a screen, the “computv” (yep, I said it) is a one-stop shop for eyes and ears alike. Some are saying that the $300 Logitech and the $1,300 to $1,900 Sony price tags have quite a few prospective consumers tripped up, but think about it: it’s a computer and a big screen TV conveniently combined. It may be a lot of money, but not completely unreasonable.

One thing I’m sure many will regret paying for, however, is the Sony remote. You’d expect such a high-tech gadget to be accompanied by a lightweight wand or voice command, but no. You evidently get something that looks like a Super Nintendo graphing calculator.

Thankfully, there is word of applications for touch screens, like the Android, that will allow the remote control function as well. The future is under our noses.

So welcome, media convergence. I think this television-Internet combo is the direction we’re heading, so best get on board! After Apple and Google, the remaining morsel of the market will have no choice. And neither will we.

Introducing Google TV

Keyword Research 1 Oh 1

Posted on: September 8th, 2010 by EJ

Only using automated tools to generate keyword lists? If so, you are missing a lot.

Don’t trust the tools. The fact is: searchers are human, keyword tools (and search engines) are computer programs.

Good keyword research combines the logic and vocabulary of the human mind, with the semantic structure and order of a computer program.

Unfortunately keyword research tools, including Google Adwords KW tool, only report high volume “broad match” keywords and ignore punctuation, plurals, and grammar. The keywords returned by these tools are high volume and are usually obvious suggestions related to your search topic. But do they directly related to your product? service offering? or place of business? (most likely not)

If you only copy and paste what comes out of any one single keyword research tool your search strategy will be filled with holes.

Humans search as they think, and Geo-targeted, action based, and proximity modifiers are all a part of the common searcher’s vocabulary. Pin-point your audience by optimizing your search campaign for the variations of your core-keyword, which are most directly related to your business, not just the most searched variation of the keyword.

Build comprehensive keyword list(s) by combining your list of broad core-keyword list(s) with modifier tokens such as

Examples:
Proximity modifiers
“near the”
“around the”
“by the”
“near a”

Action Modifiers
“make a”
“build a”
“get a”
“buy a”
“find a”

Location Modifiers
in Orlando
in Florida
in Tampa

How do you find out which modifiers are used more often than others? Stayed tuned to keyword research 1 oh 1 to learn more.

This post is part of a series related to keyword research and advanced keyword research.

Purple People Greeters

Posted on: July 19th, 2010 by Purple Rock Scissors

One-eyed, one-horned, hiring Purple People…yeah

 If we had trumpets, oh how they would be sounding gloriously to welcome our five new team members: EJ Garcia, Kristina Doyle, Erin Butler, Aaron Martin, and Jason Williams. As the workload for Purple, Rock, Scissors has rapidly mushroomed, we realized the need for growth in personnel as well. Not to mention adding some fresh estrogen to the office.

Annexing a whole new digital marketing branch to our studio, EJ, Kristina, and Erin specialize in search engine optimization (SEO), search engine marketing (SEM), and interactive social media. With this new facet, we, as well as our clients, will accumulate a new, holistic understanding of the digital realm.

On the front-end development squad, we bring on Aaron and Jason, experts of complex website buildup. Their unique skills and experience will certainly prove to be great assets to the firm! Not to mention, this is a great addition to our collection of “Aarons.”

Here at Purple, we are thrilled to expand our work and recruit new foosball players, eh hem, adept cybernauts.

 

Florida Hospital Goes Under the Scissors

Posted on: July 19th, 2010 by Purple Rock Scissors 1 Comment

What is a hospital to do when it needs some love and care itself? A little marketing medicine, if you will. Florida Hospital for Children, with its impressive new additions and renovations, recently approached Purple, Rock, Scissors to expand their online marketing efforts. In order to better publicize the recent unveilings, including the Walt Disney Pavilion at Florida Hospital for Children, as well as to ensure future success, there is a vital need to build a clientele foundation.

One facet of the campaign is the establishment of a social media profile in order to heighten brand equity and awareness. This consists of creating a holistic social strategy, as well as redesigning website funnels, for not only greater recognition, but also functionality. Since there are lots of branches of Florida Hospital to muddle through, the Children’s department must formulate an identity geared toward child comfort and parent convenience. With this department becoming readily available through Facebook, Twitter, and YouTube, each of the branding and positioning goals can be attained.

The Facebook page will resemble the hospital’s own website graphically: color schemes, pictures, and even font. Bobby Jones says, “It is important that images are kept consistent, and the Disney-themed environment certainly aids this purpose. Uniform imagery and identity amongst all interactive portals builds brand trust.” In addition, Twitter can distribute updates, events, and material from their newsletter to all followers, such as the recently featured “Free Asthma Screenings.” As for YouTube, videos embody endless opportunities, be it special stories on individual patients, physician introductions, or hospital tours that feature the one-of-a-kind lobby. These applied media hold the power to produce leads, on-site conversions, and in the end, more satisfied families.

The key to this power is in Campaign Strategy and Online Reputation Management. Purple, Rock, Scissors is helping profile administrators appropriately post and respond to their social media audience. Efficiency and recency. Responses to all interactions – wall posts, friend requests, and tweets – will make a difference to the mom trying figure out why her son is coating the carpet with puke. With Purple promotion, Florida Hospital for Children will hit the ground running with social media.

For those frantic and curious parents with more questions than they have Band-Aids, search engines prove to be a go-to source for a quick fix or often long term facility selection. Considering this, Purple, Rock, Scissors will also generate website traffic through Google, Yahoo Search, and Bing.com targeted text ads. With a facelift and some internal anatomy adjustments, the optimization of the webpage’s visibility and funnels will significantly increase the amount of leads from the site. The conversion funnel needs to be simple, quick, and informative to direct inquirers to where they need to go. More qualified leads will be born, and boy aren’t they just precious! The end product: improved functionality, convenience, and blood pressure for everyone.

No recovery is needed after our painless procedure. Florida Hospital for Children will soon be reassured that they came to the right team for online marketing help! Now…scalpel, please.