Shopify logo

What Lessons Can We Learn From Shopify?

What Makes Shopify One on the Most Innovative eCommerce Solutions on the Planet?

We’re glad you asked.

Did you know that in just one year, Shopify increased their revenue by 90%? It’s probably why some short sellers are questioning the business model.

In the matrix of digital marketing, Shopify has found their niche: customized, SEO-rich lures that have made them one of the most innovative and effective ecommerce solutions in the world.

Find out how Shopify cracked that egg better than the other guys in the industry–but who are they again?

They Help Customers Before They’re Even Customers….

Shopify’s “try before you buy” free trial provides time and tips to get your business up and running before you’ve paid a cent. Once hooked, their pricing system has budget-friendly options.

Then, they break down new business start-up step by step, right from the home page, and provide real examples that everyone can relate to.

Shopify discovers what people want and own it. They create ToFu content and subdomains from highly searched keyword phrases. Their useful content draws in and assists all kinds of folks.

Daily blogs. In-depth guides. Instructive podcasts. Video courses taught by industry experts. All expertly optimized. Shopify create interesting, usable, and varied content, a little something for everyone, without email opt-in. One stop shopping for ecommerce education.

Shopify address new business owner concerns through a seven-day email series. Each one takes you one baby step further in set-up. But it’s not entirely altruistic. The introductory email congratulates the new business owner, while the CTA button reminds of the extra goodies available with a paid plan.

In addition to baiting new customers, Shopify go fishing… at the competitor. They identify and solve the primary pain problem competitors’ customers have with straightforward copy.

And of course, Shopify make good with their old friends too.

Their Twitter support channel broadcasts their awesome customer support, which makes them look really good too, like that 22nd selfie…nailed it!

They Take Smart Risks….

Shopify inspired the entrepreneurial spirit of thousands through Build a Business. Seemingly crazy, and $uper risky, it was the motivation behind the start of thousands of new, successful businesses, for a total revenue of $3,543,191 by shop owners. BOOM.

They make evergreen webinars available almost as soon as you sign up. Then they advertise them as a limited time offer (except they aren’t). This creates a speed-laced dangling carrot that turns traffic into regular users.

They Roll With the Big Guys….

How about a brilliant affiliate marketing scheme that benefits everyone? Shopify’s done it. With their affiliate referral system, Shopify have turned their customers into a mass-marketing, super-bomb Shopify team. And they use industry innovators to create awesome apps and designs just for Shopify–so they can hoard the good ideas for themselves.

And, for every app they partner with, they create keyword-rich, integrated landing pages that lead potentials to their free trial.

They Juice Up the Dry Stuff….

Shopify get how significant those little CTA buttons are. Theirs use a different kind of speak to respond to email subscribers. Totally refreshing. But who cares about the newsletters? It’s all about the free-trial, right?!

They have designed an attractive, interactive, and current product update page that gets thousands of social shares without any buttons.

They make meat of ToFu with perfectly-matched ad copy, super specific PPC landing pages, and MoFu keywords that lead the searcher to exactly what they want.

And all those little things, like logging and out stating the terms of service (yawn)… They take them to the next level, to be just that bit better than the other guys–remember them?

This all just smacks of clever business sense.

*All material researched and used can be found at: Shopify’s Website

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Banner with text of 12 Steps to SEO success.

12 SEO Steps to Success

This SEO Checklist will send YOU down the Path of Internet Success.

Ask yourself these 12 SEO questions frequently during your marketing campaign:12 SEO Steps to Success printable jpeg

This list has taken the length of my career to make. Creating 12 summarized sentences to get to the heart of search engine optimization was a hard task indeed and by no means complete. It is worth noting, that over time, some of these practices will shift or become extinct altogether.

This is Logical Mix’s, 2017 version of the “12 SEO Steps to Success“.

I hope it serves you well!

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*Here is the text, if you are having a hard time viewing the image:

1. Keyword Research

Am I matching search queries to my service/product offering?

2. Competitive Research

Have I found usable insights from top organic competitors?

3. Web Analytics

Have I implemented Google Analytics & Google Search Console?

4. On-Page SEO

Am I using Step 1’s insights for page targeting & structuring?

5. Local SEO

Have I built & fixed online citations for my business?

6. Reviews

Do I have a strategy for gathering reviews from happy customers?

7. Technical SEO

Are my relevant web pages being crawled & indexed?

8. User Experience

Is my website intuitive & frictionless throughout?

9. Content Creation

Am I creating quality content that solves the searcher’s problems?

10. Content Marketing

Am I marketing the quality content I created?

11. Internet Partners

Have I been building relationships with non-competing companies?

12. Off-Page SEO

Am I building authority to my site from external websites?

writer at computer

How To Write SEO Content Like A PRO

If you’re wondering how to become an SEO expert writer, grab a coffee, sit down, and take ten minutes to read this simple guide.

Are you a writer just entering the world of SEO content writing? Has your writing for SEO become dull or lifeless? Are you struggling to increase traffic to your blog or website? Do you understand what SEO actually is?

SEO, or search engine optimization, is a “marketing discipline”, according to MOZ, focused on improving organic (non-paid) rankings in Google searches and increasing traffic to webpages. Everybody who is anybody that has a website or blog of any kind wants a piece of this action.

The world of SEO is complex but don’t be deterred. Just learning a few basics about how to write expert SEO content is enough to improve your site’s ranking and traffic. You really don’t need to be a rocket scientist. If you can shuck a corn husk, you’ll do fine with SEO writing. So let’s start with the basics and go from there.

WHAT IS SEO WRITING?

First of all, SEO expert writing involves finding the right keywords and phrases and weaving them effectively into your content to generate traffic to your site.

But there’s a little more to it than that.

While there are some technical aspects to learn, creativity is equally important. How you write is as important as what you write. Writing to attract and engage an audience and writing for SEO purposes aren’t that different.

Let’s suss out the requirements of both aspects to get a clearer picture of how to be a SEO expert writer, both technically and creatively.

WRITE IT WITH BRICKS AND MORTAR

Your keywords are the bricks, your content is the mortar. You need both. You can stack a bunch of keywords together but the structure will eventually collapse without the glue. Similarly, mortar without bricks is kind of a waste. You can write the most beautiful, interesting piece of content but if no one but your mom is reading it, what’s the point?

To find the right keywords you’ve got to do the research, and not just once.

Long before I learned about SEO my routine was to gather a list of sensible-sounding keywords based on my topic, chuck them into my copy, wash my hands, and move to the next task. This is like trying to assemble IKEA furniture without the helpful little diagrams… good intentions don’t always produce the desired result!

But how does one do keyword research? I’m glad you asked.

CHOOSE A FOCUS KEYWORD & DEVELOP A STRATEGY

Indeed, choosing a focus keyword is essential. It determines how your site will rank and how readers will find you. Look at sites similar to yours. What are they writing about? What keyword search brought you to those sites? What questions do you want your site to answer? What keyword or keyword phrase is most relevant to your site’s content? This is the first part of developing your keyword strategy.

For example, perhaps you want to write about how to write expert SEO content (okay, so no points for originality here but we’ll let it go for the purpose of example). What words are you typing into Google (or heaven forbid, Bing)? Let’s see. How about “SEO expert writing” or “SEO expert writer” or variations of that: “how to write expert SEO content” or “writing expert SEO content” or “SEO expert content writing”.

These examples are considered long-tail keyword phrases because they’re comprised of three or more words. They make up 70% of web searches. Long-tail keyword phrases help you zone in on a more specific target than a simple search for “SEO” that will return thousands of general results–have fun weeding! So, gently tailor your focus keyword to your topic.

Next, there are plenty of tools out there to help you research additional keywords, free and not-so-free. Yoast for example, is a WordPress plugin that analyzes your content against your chosen focus keyword and can generate keyword expansions.

A freebie resource like Moz Keyword Explorer offers the same and is an extremely simple tool to get you started on keyword research and strategy development. There are plenty out there. At this moment, Google’s free Keyword Planner tool is not that useful anymore unfortunately.

You can also pay a SEO expert who specializes in creating quality content, understands Google’s algorithms and they can do all the heavy lifting for you.

Do not take KEYWORD RESEARCH lightly! It is the backbone of your SEO campaign or any campaign you want to conduct online.

ORGANIZE YOUR INFO AROUND YOUR OBJECTIVE

It’s natural to want to just jump right in and get writing. But, just like you should wax your board before you surf, adequate preparation is essential for success in the next steps.

Create an outline. You’ve chosen your topic and your keywords. Now you can create the bones of your article. Choose a keyword-informed title and subheadings so that you can organize your thoughts and stay true to your objective. (This also helps Google sort you out but we’ll get there in a minute).

What’s your objective? Writing interesting content that people will want to read, peppered strategically with SEO keywords. Right?!

Now, organize your keyword information so you can keep track of how often you use certain keywords and phrases. A spreadsheet is a good way to accomplish this–especially if you’re a spreadsheet junkie!

The most important part is your keyword research in the spreadsheet and how you use that information in your content. However, bricks and mortar without a design are just a pile of sand and stone in the end. Organizing your hard earned research findings is key.

That brings us to the next, less technical, but equally important step in writing expert SEO content.

BE A RESPONSIBLE SEO WRITER!

Now we’re diving into the more creative aspect of SEO expert writing. But it’s not all fancy-free and foot-loose ways here. There are some important creative considerations you should make before jumping into the surf and allowing your flair to take over. SEO-safety first please folks.

Avoid making your content a keyword dumping ground. It’s lazy, ineffective, and even damaging to your site’s performance to jam keywords into your final copy. You’ve done the research so be tactical in your next steps.

Be a responsible SEO writer and place your keywords appropriately throughout your text to avoid damaging its readability. Roll them in naturally as you write, rather than trying to jam them into your first draft. If it feels like stuffing, rethink your strategy.

Your chosen, tactical keywords should feature prominently in your article but avoid overusing them. Yoast recommends including your focus keyword in the first 300 words, and in the first main heading (H1) or subheading (H2).

STRUCTURE YOUR COPY

Keep your sentences short and concise, no more than approximately 20 words. And, avoid lengthy paragraphs. Few tasks are more daunting than weeding out the gold nuggets of information in paragraphs longer than a showgirl’s legs. Such a task makes your eyes bleed and we naturally want to stop doing anything that causes bleeding. Make it easy on your readers. Break up the paragraphs into two or three sentences.

Use headings and subheadings. They organize your content to make it more readable and to assist Google in extracting your copy’s main topics to improve your site’s ranking. Anything that helps Google read your site… helps your site!

And a mention on article length. The average word-count for blogs and content articles is 1500. I don’t recommend less than 400 or more than 3000. Readers will typically scan for specific information, hence the headings, concise sentences and short paragraphs. Make your content readable. Make your readers want to stay a while.

 

WRITE QUALITY CONTENT REGULARLY

If you’re writing for your own site don’t think that posting a few blogs or articles when you’re starting up is enough. Your numbers may spike but then settle right back down unless you’re generating new and quality content regularly. And with that, as mentioned, comes regular keyword searching and strategizing. This is an ongoing process and one of the most important ways of improving SEO.

ENJOY THE BEST OF BOTH WORLDS

Now you have some basics for writing your own SEO content (or someone else’s)! Informed writing is always better than ignorant writing so good for you for indulging in this ten minute learning break!

And writing for SEO doesn’t have to be a task you approach begrudgingly. The best advice I can offer is to write what you know and then learn how to write it well to support your SEO objective–remember your objective! If you need to know more, research. Web surfing is one of the best activities you can engage in to learn more about SEO expert writing, content writing, and blogging. (And can I just add how unintelligible that statement would have sounded 30 years ago–I’m picturing spiders on surf boards).

So, now you’ve got your SEO swimmies on, you’re ready to enter the wonderful world of SEO expert writing. Go on, get wet–but remember to practice safe surfing!

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*featured image courtesy of Wellesley College
cars in dark traffic jam at night with lights on

Does My Search Engine Marketing Have Dark Traffic?

Dark Traffic Makes A SEO’s Life More Interesting.

Dark traffic is statistically usually under “Direct Traffic” in Google Analytics, and is being referred from an unknown/untraced source (and for some reason being lumped into Direct Traffic).

As a SEO, you must try to figure out where this website traffic is coming from. Get the credit you deserve.

What does this Mean for My Search Engine Marketing?

It means you have to search for stats in other places and on your own. You can also help your company by adding some tools to your arsenal. You’ll never be able to track 100% of “Dark Traffic”, but from our research, this is the best article to read regarding Dark Traffic. That article should send you on the right path.

We Hope That Helped

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Stacked Gold Bars

Why Rich Snippets Help Your Company’s Search Engine Marketing

Rich snippets are a fancy way to spruce up your Google search results within search engine listings.

They don’t necessarily enhance your search engine optimization (SEO), but they do improve your Click Through Rate (CTR). The jury is still out on the search engine ranking effects. Some have reported a SERP improvement.

The most common rich snippets we see are reviews with “Star Rating”. Rich snippets come in many forms though, such as: videos, images, event times, addresses, phone numbers, etc.

The enhancement is real, and positively reflects your search engine marketing efforts.

The end is result desired is almost always quality website clicks funnelling into leads for your business. If this statement is true for your business, continue reading more about rich snippets and how to implement them on your website.

Get A Plugin.

This is the most cost effective way to get rich snippets representing your business online. You could get a developer to code it in for you, but that is a much pricier option.

Here’s a relatively new and great article about Rich Snippet plugins: 5 Best Rich Snippet Plugins

It’s an article about different tools you can use to get rich snippets showing up for your search engine results. Worth the read. Rich Snippets will propel you above the competition.

The Easiest Explanation:

Rich Snippets help your company control what the search engine user sees on the search results page.

This helps everyone in the end. User and Business win!

 

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Birthday cake with 6 candle

6 Years In The 6

Today is the 6 year anniversary of Logical Mix.

It has been an awesome ride. Helping small to mid sized businesses grow their online presence has been one of the most rewarding things our company has offered the world. We pride ourselves on customer service and reliability, and that is what has kept us alive and well. Spending our clients money like it’s our own is our secret to success.

The online marketing world is an ever-changing one. We are constantly reading, listening, educating and going to conferences to learn about the digital world. We pass this knowledge on to our existing and new customers. We don’t focus as much as we should on our brand, because we are so focused on your brand. If your brand grows… Logical Mix grows.

SEO marketing in Toronto has been our bread and butter, but we do whatever it takes to get companies the exposure they deserve online. Whether it is web design, getting on local listings or directories, pay-per-click or social media…search engine marketing is what we do! (We stated that six years ago).

6 years in the 6 just sounded like the right title for this article.

This adventure has been incredible. We owe everyone we have had the opportunity to work with everything.

Thank you Toronto and the GTA (and Vancouver, USA, England, Thailand and China), for allowing us to work and build your economies.

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Time to Upgrade

KEEP YOUR WEBSITE UPDATED

So you have a website; while that is a great start to having a successful search engine marketing platform for your business, having that and only that won’t quite cut it to increase your overall business revenue and customers. Almost every business has a website, in fact, according to the latest version of Business 2012; seventy-eight percent of businesses have a website, over two-thirds.  Now the question to ask is this: What makes a website flourish? What are the main tools and necessary steps one needs to take to ensure that they are hosting a fast moving and highly visited website? Fortunately, the answer is neither difficult nor complex, but rather business savvy – keep you and your company updated. Websites are a social platform built to inform potential customers and current customers what you are offering and why they should be interested in what you provide. However, it is not going to be effective if your latest and greatest deals, promotions, and products were from last month or perhaps even last year. Keeping your online presence updated secures repeat website visitors; just as repeat customers are profitable and desired for your business, so are repeat website visitors. If a previous customer has enjoyed your product and would like more information on what else you may offer or promotions you are holding, instead of calling, they are much more likely to visit your website. Now, just as it is essential to have a well laid out and well managed website, keeping this information fresh with new displays, pictures, and text is important to having a repeat internet visitor.

In addition, if your website is being featured on a search engine, you’re main goal is to have it appear on the first page of Google, Bing, Yahoo, etc. If your website isn’t being frequently updated, these search engines will automatically assume that your site is not achieving a high number of hits and this can be extremely detrimental to your overall marketing scheme.  Just as important as it is for a business to have a website, it is even more important to have it being updated on a continuous basis with fresh new layouts and information to keep your customers wanting more. An even better marketing idea is to have an email subscription page set up on your website to invite your customers to receive weekly emails from your company providing them with the latest deals your business has to offer. Not only does this keep your business committed to updating on a weekly basis at minimum, but you’re directly hitting and targeting customers at a personal level. It is vital for the success of your business to have a visible online presence in this day and age where online media is being used as a primary tool for advertising. It’s crucial that your business is doing everything to promote yourself online, and by keeping your website stocked with new information on a regular basis, your customers will feel that your website can be the one stop shop to finding what they are looking for and need. So rather than focusing all your time and effort into plastering your windows with your special promotions, open your internet browser and begin with informing everyone there. It may take time to get used to as you may feel as though you are throwing information into a web of space (no pun intended), that space is built up of your customers, and even though they are not visible and you are not watching them drive by, their online presence is immense, and reaching that should be the ultimate goal for your business.
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3 boats at a beach

FIND A GREAT LOCATION

You hear it again and again, the importance of finding a prime location when choosing where to open up a business, yet many still find themselves tucked away in a corner far from main intersections or anywhere where people can view their signage. Being a SEO company doesn’t need a prime location, but your retail shop or restaurant sure does.

So you may wonder why location is of such importance. Location is important for both large and small businesses, and it has a direct effect on the operations cost as well as reaching the target clientele and customers, resulting in creating necessary revenue. In addition, once you choose a location, it is often costly to undo – picking up your business and moving somewhere else has its downfalls, which is why the first spot you choose needs to be in a prime location. The costs of moving can cost you customers, and result in losing staff if you move to a farther destination than where they are willing to commute to. The risk of inconveniencing staff and customers is not a risk you may want to take, so being sure that the spot you choose is the right location the first time around will save you from a lot of stress and hassle.

While there is no such thing as the “perfect” location, there is something called a “prime location”, a location surrounded with the right clientele and good general traffic. Being near a main intersection, for example, generates a great deal of traffic (both pedestrian and car), traffic which can be converted into customers when they view your business when driving across town or walking around a neighbourhood. Ensuring that your business is in a good location does have its benefits, benefits such competitive unit costs.  This means that an acceptable location allows for access to inputs such as supplies and raw materials.  A prime location results in optimal revenue opportunities, as both clients and staff are not inconvenienced to travel to your location, but rather enjoy entering your business as its location is easy to access and in a convenient spot.  Finally, a good location allows access to a labour force and therefore enables your business to achieve its goals in workforce planning.

Furthermore, the government actually offers grants and assistance to businesses that locate to areas that suffer from low employment ratings. Incentives often include grants to help the start up of your business, loans which are repayable over many years with low interest rates, and various tax breaks.  There is a lot of thinking that should go into choosing the location of your business as receiving tax breaks and grants can help you a lot with your overall start up costs.

Finally, a very important part of choosing a prime location is the amount of parking space surrounding your business. Pay parking or meter parking is not ideal and could very well deter customers and staff from entering your location. Customers look for convenience and pay parking is not ideal as many will choose to visit a competing business if they offer free parking and an easy to access location.

Location is extremely important, and finding yourself in an undesirable location can be stressful and upsetting to a new business owner, especially when first starting your business. You want your name to get out there and you want to be seen – whether it’s your signage on the street corner or the signage plastered to your windows, you need customers to be able to see what you are offering in order to attract them. It’s a shame when you run into a great business or service doing poorly because they are not gaining the recognition they deserve simply because they are hidden away from traffic and potential business. If you find yourself in a situation such as this, be sure to find other ways to allow your business to be seen, whether it is going door to door or handing out coupons, you want your name to be out in the public generating discussion. By thinking hard about the location and taking the time needed to make the decision on where your business will be located, you can avoid issues later on and can ultimately generate a great deal of revenue with increased amounts of business.

Oh yeah…don’t forget to put that location on Google and every searchable platform possible.

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Spices with seafood

THE PERFECT SEO BLOG RECIPE

Blogging is an art, just as writing can be a form of art. For the last decade plus, blogging has slowly taken an upward transition to paving the way as a medium that is both interactive, informative and SEO friendly. However, just like writing is an acquired skill, blogging is a form of writing that targets a specific audience to engage them in an online source which is well written and insightful. There are various ways to grow a following on the internet, blogging being one of those ways; however, many may wonder in which ways one makes a blog to be as successful and well read that it can be.
1.       Content vs. Frequency
When creating a blog, especially in the initial stages, frequency is extremely vital. Not only does it show your reader that you are committed to updating your site, but it acts as a way to develop a following on the internet. It allows Google to crawl your website regularly to improve your SEO properly. Whether you are annoying your readers by posting and updating on a daily basis or whether you are updating once a month, frequency plays a crucial role in the number of readers your blog will encounter. However, this being said, rich content is of even more importance. For instance, having a friend on Facebook who updates their status multiple times a day stating exactly what they are doing such as “making a sandwich” or “doing laundry” is annoying and can even cause you to unfriend that person. However, say you like a news page on Facebook and they post the exact same number of times as your Facebook friend, but their updates are informative and interesting. The chance that you will unlike the news page because of their frequency is not as likely as the option of unfriending the annoying Facebook user who posts multiple pointless statuses. This shows the importance of content – your frequency can be often if your blog is informative and educational; this is solely because readers want to read what they find is most interesting. Content is central to having a solid base of followers who view your blog on a continuous basis. The content created on your blog will have a direct and powerful impact to your ongoing SEO efforts. Update regularly, but have quality content, content that will drive your reader to want and to need more. Content that you can link within your website will add SEO value as well.
2.       Original vs. Generic
How often do you see news channels retelling the same news stories over and over again, and then see a different channel retelling what you just heard on the previous station? To be original is to be unique and different, and as it was once stated by Coco Channel, “In order to be irreplaceable, one must always be different.” You want your blog to be irreplaceable, you want it to be so that when a reader chooses whose blog they should visit first to be most informed, it should be none other than the one you have created.  Nevertheless, to be irreplaceable is to be different, and to be different means that one must take the initiative to dig deep for things that others may not see as important. It is your job to make the interesting important, and the important interesting. Original pieces of art attract attention, just as original and unique writing attracts a reader to want to know and read more. A generic blog post about the new iPhone 7 is not as interesting as the latest malfunction that has been found within the Galaxy 7. Don’t be generic writer, but rather, be a unique writer and write to entertain, write to capture your audience.  Following headlines is boring, every other person has done that, instead, take a unique angle on an already popular story and give it a twist.
3.       Blog Struggle vs. Blog Triumph
Blogging is a form of writing, and as any writer will know, “writers block” is a troubling and sometimes stressful form of block that can detour a writer from their ultimate vision. As a blogger, you know where you want to see your blog and how you want it to develop over time, however, “bloggers block” can sometimes distract you from your goals. The easiest way to deal with this is to continuously be watchful of what around you can be used within your blog. Whether it is a quote you recently heard or even the phone conversation the man next to you is having, if it can correlate into your blog, write it down. Once something is written down, you then have the ability to expand on that and to take the small piece of information and transform it into any direction you want it to go. Use the note pad function in your phone or carry a pad and pen on you at all times, write your thoughts and your ideas when they come to you on paper.
Creating a blog takes time and diligence, but if done correctly, you will quickly reap the rewards. By targeting the needs of your specific audience, creating quality blogs, and updating them to suit your readers, you will have a blog that catches eyes and dominates the search engines.

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Santa reading

Have A Great Holiday Season

It’s been a great year! Internet marketing is such a joy for us.

We’ll be working hard, but everyone at Logical Mix wishes you all a great holiday season.

Happy Holidays.

 

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