Google Penguin 4.0 Update. How will it affect your SEO campaign?

Google’s 6th revision to Penguin has not come and is called Penguin 4.0.  On September 23, 2016, Google rolled out it’s latest edition.  This is what was released by them via their Webmaster Central Blog:

Google’s algorithms rely on more than 200 unique signals or “clues” that make it possible to surface what you might be looking for. These signals include things like the specific words that appear on websites, the freshness of content, your region and PageRank. One specific signal of the algorithms is called Penguin, which was first launched in 2012 and today has an update.

After a period of development and testing, we are now rolling out an update to the Penguin algorithm in all languages. Here are the key changes you’ll see, which were also among webmasters’ top requests to us:

• Penguin is now real-time. Historically, the list of sites affected by Penguin was periodically refreshed at the same time. Once a webmaster considerably improved their site and its presence on the internet, many of Google’s algorithms would take that into consideration very fast, but others, like Penguin, needed to be refreshed. With this change, Penguin’s data is refreshed in real time, so changes will be visible much faster, typically taking effect shortly after we recrawl and reindex a page. It also means we’re not going to comment on future refreshes.
• Penguin is now more granular. Penguin now devalues spam by adjusting ranking based on spam signals, rather than affecting ranking of the whole site.

The web has significantly changed over the years, but as we said in our original post, webmasters should be free to focus on creating amazing, compelling websites. It’s also important to remember that updates like Penguin are just one of more than 200 signals we use to determine rank.

So what does that mean for the small business owner or SEO practitioner?

1.  Beware of black hat link building tactics- using services in order to link build should be cautioned.  Although we are not certain how it will negatively affect your site, we do know that it is real time so therefore you will see the results pretty quickly.  At the end of the day it will be very difficult to change the negative status and penalties of using these methods.
2. Google Penguin now impacts all levels like domain, folders, pages and probably also keywords and keyword groups. So anything that goes into the organic rankings will now be affected by the Penguin algorithm on a granular level.
3. Content and data-driven analysis along with knowledge in order to amplify to a targeted audience via multiple channels; social media, paid search, digital PR will be key.  You have to become more of a marketer instead of relying of tricks.
4. Write better!!  Content will become more important.  You have to be able to analyze your subjects and give more value via research driven content that the audience will find unique and useful.  Once you are able to get accustomed to writing in this fashion the better.

Google 4.0 will reduce the idea of using black hat methods and using internet marketing companies that use template boring material that just attempts to hit keywords instead of giving their customers value by writing great content.  Google Penguin 4.0 may become great for the client as it will make companies providing SEO services draft and post better articles in the small business owner’s niche market.

Falcon Consulting & Marketing have always used professional writers to draft articles that have complied with Penguin 4.0.  It has always been our policy to not just hit the appropriate keywords but to make sure that the material is worthy to be posted on behalf of a client.  We are a digital marketing agency located in New York City assisting small businesses one client at a time.   We are positioned to help many companies achieved their goals and comply with Google Penguin 4.0.

https://falconconsultingandmarketing.com/google-penguin-4-0-update-know/

Visit us at www.falconconsultingandmarketing.com

Measuring Return on Investment (ROI) for Home Improvement Marketing

Return on Investment (ROI) is a performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments. ROI measures the amount of return on an investment relative to the investment’s cost. To calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment, and the result is expressed as a percentage or a ratio.

The return on investment formula:

Times have changed when you had only several directories or avenues that customers can find you.   Often times customers can find your website from one of your mailers that you do during the year. They can also call the number on your Facebook business page. Perhaps they find you on Google, then visit your Twitter page before calling. Besides that if you have any idea on using the local directories that are used in local SEO companies, you can also submit your company to multiple sites as well.  That makes it almost impossible to measure if say for instance you are using several phone numbers of gimmicks of that nature that were used in the past.  At Falcon Consulting & Marketing, we have be asked many times by our clients how to measure their return on investment (ROI).  Below is some ways we believe work best:

1.. Train your sales team to ask every new prospective customer how they heard of you before you can schedule an appointment. This allows you to track their ability to convert. It also can show you what is working for you and what is not. For instance, if you run a mailer and get 15 new customers scheduled from it but only 2 show, you may need to evaluate whether the design of your mailer is sufficient or in the alternative whether you are investment your money in the right technique.

2. You should have an employee or several in place that is able to analyze you referral sources. Break down each referral source by month and put the number of new customers from that source.

3. Analyze your advertising budget constantly.  You should consider how much it cost per advertising vehicle per month by how many customers you are gaining by it.  For instance, if you are paying $2,400.00 per month on your Pay Per Click (PPC)  and Search Engine Optimization (SEO) campaigns and retaining 12 new projects then the average would be $200 per new job.  Compare it to say your mailer campaign which can cost say $450 per customer.  You also need to take into account what the value is of the contract you will sign with the client.  If the six contracts has you gain $60,000 in revenue then you are only gaining only $50,000 on the mailers then that should be taken into consideration as well.  It is important to constantly do this as your techniques will need to adapt to current conditions.  You have to adapt to the times when it comes to advertising like anything else in business.  These numbers are crucial in determining where to place your marketing budget. Also as your marketing strategies grow, so will your ROI if you are doing things right if you are vigilant about it.

If you are interested in maximizing on your ROI and want someone to monitor it for you, Falcon Consulting & Marketing will be able to assist you with all your consulting needs.  We are a full service digital marketing agency located in New York City assisting small and medium sized businesses one client at a time.

https://falconconsultingandmarketing.com/measuring-return-investment-roi-home-improvement-marketing/

Visit us at www.falconconsultingandmarketing.com

4 Ways to Generate Leads Using Twitter

Forget what some say, Twitter is here to stay and it is a great tool to B2B and B2C lead generation opportunities.  To date, Twitter has 316 million active users who post an average of 500 million tweets each day. It has also been reported that b2b marketers can generate 2.5x as many leads as someone who doesn’t have a twitter account.  Based on this there shouldn’t be a reason for not having a twitter account if you are a small business and all your competition does.  The length of a twitter post of 140 characters means that you need to get to the point and succinct in your message.  Once you get the hang of sending out a tweet (which shouldn’t take you long to do), you should start considering how to generate leads using twitter.  Below are four ways that we believe can generate leads for your business on twitter.

1.  Start conversations with prospects on twitter- If you are building a following of people who are interesting in your product or service, you can easily begin conversations with your target audience.  There are times that your audience may have questions and you can answer their questions without a hard sell.  Showing yourself as a thoughtful leader in your field comes off well with your twitter followers.  Try to answer your questions and you can retweet their request to the rest of your followers.  It will allow others to answer the question.  You can also direct message the follower so you can have a private conversation.  It is at this point where you can get more information about that person.  It will only help you in the long run when your followers or that particular individual is looking for the service in the future.  Also, everyone following you will see how you deal with questions and will be more receptive to you in the future.  It will be a win-win situation in the future.
2. Run deals and promotions- Raffles, giveaways, discounts are all great to do for your followers.  If you are having a forum or conference, it will guarantee people showing up.  Your audience will look into your products more by giving away deals.  Also they will follow you more intently if they believe you will be giving away more deals in the future.
3. Build relationship with influencers either locally or in your field-  You should identify key influencers on Twitter by watching who people are retweeting and following. A rule of thumb is the more followers, the more influential a person is. It is always a good idea to see how many people that person is following in relation to following.  If the ratio is close to 1:1 it is most likely that they do not have as much influence as someone who is only following a limited amount of people.  Replying to and retweeting relevant content from these influencers may alert these high value persons of you and they may like you or retweet something that you have posted.  A single tweet from this person can gain you many new followers and give you a standing as an influencer yourself.
4. Spend time every day posting-  It is important for your followers to know that you are engaged in the process.  If you go away for a significant amount of time, some will lose interest in you and unfollow you.  It will be hard to gain that momentum back after losing the time.  What should be done is find a time generally every day that you will have time and try to consistently tweet everyday.  Consistency is key on twitter.

By using twitter, you can have customers coming to you, which is what we all want.  Remain consistent and you will certainly see great results.

https://falconconsultingandmarketing.com/4-ways-to-generate-leads-using-twitter/

Visit us at www.falconconsultingandmarketing.com

Why Hiring a Google Adwords Expert is A Good Idea

Have you been in your office thinking about why your Adwords campaign isn’t running effectively.  If so, have you thought about getting an expert to help you with your Adwords account?  Many small to medium sized businesses have and you are certainly not alone.  Some companies try to do it themselves and this is a major mistake.  Although it is cost effective to not hire an expert, you are still paying for your Adwords campaign per your budget and you can be losing money every month.

The system of Adwords as a beginner is very complex to understand.  It is intimidating just to look at it and understand the terminologies on the screen.  As a matter of fact, it has grown much more complex in the last few years.  For the businessperson, it is very time consuming and onerous to understand the Adwords system.  That is why it is easiest just to hire someone with the technical expertise to work for you.  It might cost you a few dollars in the beginning but your ROI will certainly increase as a result. Here are some of the reasons you should hire an expert:

AdWords Experts Get Better Results

It is obvious that you would want to get the best possible results from your campaign.  With the competition so high and the time to learn all the technical jargon in limited amount you would get creamed by your competitors.  An expert would know what you are looking for and how to maximize your investment.

AdWords Experts Reduce Costs In the Long Run

For the small or medium sized business, cost is one of the biggest factors.  It can be the difference with having a meal with your family out or having the same bland casserole at home.  Everyone wants to save money, and being risk averse means there is a thinking that hiring an Adwords Expert would cost too much.  This would be opposite than the truth. By working with the experts, who can help to streamline the company’s campaign, it actually reduces costs. Experts would maximize your lead generation and reduce waste in your overall Adwords campaign.  In essence, the fee paid to the Adwords expert would be the substitution for the waste by doing it yourself.

AdWords Experts Change and Works Your Campaign Constantly

A campaign that doesn’t change can be a dead campaign in the long run. Your AdWords campaign needs to be active and it needs to change.  There is a need for it to reflect the overall market and changes to it. Campaigns left alone will end up costing the business much more than hiring someone to manage it.

An AdWords Expert Are Hired to Drive New Leads and Conversions to You

When the campaign is run the right way, it will help to bring in new business. It will bring in new leads and inquiries.  You will be able to start a new sales funnel with prospects coming in.  As an owner or executive you have an obligation to do all you can to generate more revenue and you should do all in your power to do so.

You’ve Found One of New York City’s Best AdWords Experts!

Now that you know why you should hire an AdWords specialist, you might be wondering where you can find one of these experts. Fortunately, for you, we are the perfect place. We are true AdWords experts and we can assist businesses generate more revenue and get more clients or customer.

Hire Local Google New York City AdWords Specialists Today

It’s time you hired New York City’s best Pay Per Click (PPC) experts. Get in touch with Falcon Consulting & Marketing today to learn more about AdWords as well as how we will be able to help your company. Call us Monday through Friday from 9AM to 5PM at 855-445-9530 or e-mail us at sales@falconconsultingandmarketing.com. We look forward to helping you.

https://falconconsultingandmarketing.com/why-hiring-a-google-adwords-expert-is-a-good-idea/

Visit us at www.falconconsultingandmarketing.com

Audit Reports of Website Improves Effectiveness of SEO

Much in the same way we go to an accountant to audit our accounts and determine our financial welfare, the same can be said to do an Audit report regularly on your website.  SEO (Search Engine Optimization)  needs are constantly changing as the Google, Yahoo and Bing algorithms evolve and shift. It is easy to get complacent and fall behind your competitors this way. An annual SEO audit can help keep your website maintain its effectiveness, remain current and avoid negative ramifications of algorithm changes that may put you in conflict with the search engines and get your penalized.  Once your website gets penalized, it is very difficult to fix the issues and get site to rank again.

For many small to medium sized companies, audit reports will give you important information as to how your website is performing and you will be able to focus on of improvement. For more complex websites or if you have been penalized by the search engines, you will have to use automated tools in a more extensive audit. Tools-based audits are designed to provide data that can be used to make impactful changes to your website.

The most important focus should be making sure that when you get the audit report you are able to interpret it.  Not being able to interpret it or a misinterprentation can be worse than not having an audit report.  If you are not familiar with audit reports or need assistance interpreting it, Falcon Consulting & Marketing are experts and Audit Reports.  We understand the rules and changes to SEO and will work with you in identifying the issues in your site and how we can use the audit report to increase more visitors and revenue for your company.

https://falconconsultingandmarketing.com/audit-reports-of-website-improves-effectiveness-of-seo/

Visit us at www.falconconsultingandmarketing.com

Using Social Media To Increase SEO Results

Many in the industry see Search Engine Optimization (SEO) and social media marketing as totally two different marketing genres and therefore they use different strategies around it. It is Falcon Consulting & Marketing’s position that the two just like everything else you are doing with your online marketing should be aligned and helps each marketing approach symbiotically.

As an New York City Search Engine Optimization expert we are often asked, “How can we integrate both of them and how are they related?”

The answer is clearly one answer for both questions.  That is  both are related in that they are content marketing techniques. Posting unique, high quality, optimized-for-search-engines content is one of the keys in both SEO and social media strategy elements. As a jumping off point for your marketing, here is where we believe you can increase your SEO results by working diligently on your Social Media Marketing:

Build and Grow Your Social Media Following

The search engines look at your social media following to increase your Domain Authority.  Simply if you have more followers than your competitors, your will get an uptick in Domain Authority increasing your rankings.

In order to build and grow your following base, you simply need to:
Try to post engaging and relevant content to your followers.  It is important that you attempt to post regularly.  We advise to try to maintain a schedule on posting.  Say for instance if you have free time on Wednesdays and Thursdays before lunch every week then that should be the time that you should post.  Maintain that schedule.  It is also important to communicate to your audience when they ask you questions and maintain high levels of customer service.  Also, a simple tool you can use is post polls for your audience to answer to keep them engaged with your brand.

What you should not do under no circumstances is pay for likes.  Google has been penalizing businesses that have been doing this.  Once you are penalized it is really difficult to correct the problem.  As an established New York City digital marketing agency that focuses on SEO, we do not do this at all.

Share your content to all your social media avenues

Sharing content creates a high domain authority backlink from say a Google plus or Facebook back to your website.  By people thereafter sharing your backlinks, it will give your website a higher domain authority and your keywords will rank higher.

Remain consistent and maintain your stamina!!!

Nothing can be done is the short term.  You have to remain vigilant in your marketing campaign and that is the only way you will see consistent verifiable results.  If you do it with all your social media platforms you will definitely see results in your rankings increase and your strategies will align more easily.

If you do not believe that you can afford the time to align your social media campaign to your search engine optimization, then you should hire a professional digital marketing agency like Falcon Consulting & Marketing to guide you through it.  Digital marketing agencies like ours have the resources and tools to help you reach your goals in increasing leads and revenue.

https://falconconsultingandmarketing.com/using-social-media-to-increase-seo-results/

Visit us at www.falconconsultingandmarketing.com

Starting a Business in New York? Here is What You Need to Do

We here at Falcon Consulting & Marketing primarily achieve success for our clients by maximizing their advertising dollars by implementing strategies to increase their Return on Investment (ROI).  Before you are able to get to that point in the game, one must actually open up a company.  Opening up a company is a painless experience if you know what you are doing.  Also, with a little forethought, it can set you up for any potential litigation or bad-will in the future.  Being an entrepreneur is a wonderful thing for many.  You get to set you own hours and can guide your future the way you would want to.   It is an exciting experience and we have worked with many individuals that have deciding to leave their secured job to the small business life.

Here is what we believe start-up companies should do when they are ready to start their business:

Choose what type of business structure you want to be:

In New York, your choices are: sole proprietor, partnership, corporation (C corporation or S corporation) or limited liability company (LLC).  You should speak with a CPA (certified public accountant) to see what structure is the best for your tax situation and speak with an attorney to discuss various structure options.  There are costs associated with choosing an LLC that goes above and beyond the Corporation and other entities.  Also, you should look into a structure that is flexible as your business grows. For example, if you hope to attract investors,  an LLC  or corporation might be the better business entity. If you are opening up a not for profit organization 501(c)(3), there are more rules involves and that would include the purpose of your organization.

Everything should be done via  a written agreement  and signed by the business partners.  You are working with other people that even though you might have a great relationship with someone now, you never know whether there will be a misunderstanding in the future that can jeopardize your capital investment and salary.  Also an agreement should set forth what everyone is responsible for and how you can terminate or opt out of the agreement.  With business, it is always better to be safe than sorry.

Choose a name for your business

Corporations must contain the word “corporation”, “incorporated” or “limited”, or an abbreviation of one of such words.  Also, the name of the corporation cannot be the same as any other New York corporation, limited liability company or limited partnership.  If it is even similar to another name, the State will not allow you to pick the name and you will have to search again. The resource that works very well New York Corporation Database.  You can find it online via the Department of State website.  It is very easy to use and you will get an idea pretty quickly on what names are out there to use.

Apply for a Tax Identification Number with the IRS

Here is the link to the IRS’ How to Apply for an EIN (with separate instructions for Corporations, International Businesses, Partnerships, and Small Business/Self-Employed).  Your applying by telephone is sometimes easier than via the online method.

Open up a bank account

Once you have your federal tax ID, you should open bank account(s) in the name of the business.   Generally the bank will need to see your legal business formation documents.  You should include your corporate by-laws which indicates who has authority to act on behalf of your corporation.

Get the necessary permits to run your business

It is important to know whether you can conduct business in New York without a permit or license.  You should contact the Department of State to see whether you need a permit to work in your area before you start anything.  You should be familiar with this before expending money on incorporating your business.

Once you have done all of these steps then you are ready to be your own boss.  If you have any questions or need assistance please contact Falcon Consulting & Marketing.  We are a New York City based digital marketing agency that has helped small businesses one client at a time.

https://falconconsultingandmarketing.com/starting-a-business-in-new-york-here-is-what-you-need-to-do/

Visit us at www.falconconsultingandmarketing.com