Where does development and marketing meet?

We think earlier than you probably think.

The Harry Ford blog is pretty quiet nowadays as we have been building digital assets. Platforms, software and have been making a lot of money in the process whilst providing great solutions to the end consumers and clients. This is why the search engine marketing side of things has started to decrease. We partnered with a bespoke web development firm based in Cardiff and now have a working relationship that not only helps both parties, but allows us to quickly build digital assets and businesses that we can later sell at a profit (although we tend not to sell them.)

But where does design and dev stop and marketing start?

This is the single biggest issue we see with start ups. They want to get an MVP out to market as soon as possible, but marketing does not start then, marketing starts inside the design and development stage in itself. If you look at the guys behind basecamp and the culture they created, you can see how this works in the real world. A product is created out of a need in the market, that is usually a need by the people who first actually made the product.

Think about every large company that exists nowadays. They started because there was a demand in a market that was not being satisfied. This is the core element of starting a business in general but its even more important nowadays when software developers can actually build you a great product within 30 days! That means you can have a Saas business within 2 months that potentially in 2 years can be doing 1 million a month in revenue. If you take a look at the guys behind basecamp and the exponential growth they achieved in a very short period of time, you can see this. Growth is not linear and marketing starts in the product development stage and not after.

Don’t think money – Think users

When doing marketing think about how users themselves can promote your product. Do you see any Google or Facebook ads? Probably not. But this works for physical products too. Think about supercars, they never have ads, at least not Bugatti or Lambo’s. There’s 2 reasons behind this but one of them is down to people who watch TV are not their target audience, but 2 the individuals who promote the products are the people constantly talking about it in a good way and positioning the product as the “god of cars” or however you decide to phrase it.

Thanks for reading.

Over the past 2 years I’ve been increasingly busy with larger corporate clients. When we started we took on small local businesses, nowadays we only take on larger national ones. Why? Has our process changed? No. It’s the understanding about the businesses and the ROI that we now have changed. For example: in early 2016 we took on a client that wanted to rank for a variety of keywords, and as usual didn’t know about what budget. They talked about funny keywords like card access systems and key fobs, when they really wanted to rank for the big ones. But the issue wasn’t knowledge, it was the understanding of keywords and long tail keywords.

That’ why today I’m going to talk about our card access systems client and why I personally believe they are the single reason we now make 7 figures a year in turnover. Because they helped us talk to individuals who didn’t or don’t know much about SEO, and only understand ROI (Return on Investment.)

The Importance Of Long Tail Keywords

When most clients come to us (as probably with many other digital marketing companies) they say “We’ve got these keywords we want you to rank us for.” Now that’s a great starting point, but it is only that. A starting point. Let’s take our client example above and let me talk about what and why this is the worst way to go when it comes to keyword research.

Point 1: The keywords your clients give you are usually cr*p. Let’s be honest. They are good at whatever they do. In this case it was security and access control, and they are great at that. But the keywords? They are just things they think people have searched. Instead you should ask clients if they know their most profitable keywords, highest converting traffic, best landing pages, and if they run PPC campaigns, ask for the highest converting phrases from these. This is the best way to do it rather than to simply ask what people what keywords they want your company to rank you for.

Point 2: Short tail keywords are more expensive to rank, take longer to rank, and in the end will provide the lowest ROI for your client (and hence earn yourself or your company less money) by this I mean the following – I have a client in this industry that had 21 “core” keywords they wanted to rank for. Now that’s a lot of keywords, we are also talking highly highly competitive phrases here too. Now instead of simply quoting them £5,000 a month and watching them say “this is out of budget” – I took a different approach.

I still made the large quote but it came with a secondary quote and a reason behind why this is so expensive. I also outlined how I knew this would be out of a budget and why I think it wouldn’t be the best way to go anyway. Instead I outlined that we take 5 of these key-phrases and make longer tail keywords from them. For this I would charge 1/5th of the price and they would see results faster, cheaper and not only that but would generate a higher ROI in the end too. This benefited all parties involved and they came on as a client. It was a win-win for both. These are the situations that we love.

Another Example

A few weeks ago we ran another relatively straight forward keyword research campaign for our client (http://lamborghinihire.co.uk/) they came to us looking for an analysis of the keywords they should be ranking for in Google and also bidding for in Adwords. Most of the other companies had just given them the basic large primary keywords such as “lambo hire” “lambo rental” etc etc. But we decided to dig deeper and found 20+ keywords which added another 300+ searches per month and these were also keywords that were easy to rank!

The first stage was to add variations of the terms. For example the keyword: Lamborghini hire could become hire Lamborghini. Very simple but different keyword search volume. Once this was complete we looked at the models they offered and added those with both the brand + model + hire/rental, as well as the just model + hire keywords. For example Avendator hire and Lambo avendator rental. All of this gave us some really nice keywords but nothing compared to the final 5-7 keywords we generated. To do this we used events.

So when someone hires a supercar its usually for a specific event, whether that be a trip away or a corporate event or a wedding or just to go to the countryside with your partner. People who have some additional income (but who obviously cannot afford to buy a supercar) will be very interested in renting one. And it terms out people searching “wedding Lamborghini hire” and keywords of that nature was extremely high! Not only that we found that these keywords worked incredibly well too!

Conclusion

So in conclusion – Educate the client on what is best for them, not in terms of rankings, or in terms of what will line your pocket the quickest, but instead talk about return on investment both short term (3 months) and longer term (12 months) – They can then go and make a calculated decision to what they want to look into.

It’s been a while since I posted on the blog and that’s mainly down to the fact I’ve been so busy with our seo agency. Most of the time when I have a free hour I’ll create a post for this blog, but recently we’ve been that busy that I haven’t had time. But today I wanted to take an hour out and write a pretty interesting short post on what we have been doing with a number of technology companies.

What Makes this different from normal SEO?

Well when it comes to normal SEO as you probably know you have your keywords and you optimise the site and build backlinks geared around ranking in Google for these keywords. The issue comes when these companies have created something that is relatively new, so they don’t have any search volume for them. We had this problem with Quadcopters and we have had it multiple times since.

The main issue is that there is no monthly search volume (by consumers or buyers) for products that have not yet gone to market. For example if you looked at the Hoverboard trend in late 2015 then you see a huge influx around this time, but nothing before this in terms of search volume. But once the products went to market the explosion of traffic was crazy! There was nothing like it, with thousands of people flocking online to purchase these items. Below is the screenshot from Google trends for these Hoverboards, vs quadcopters. As you can see there is a huge curve in December 2015. This is when the products began to get popular, and also the Xmas rush happened too.

This brings me nicely onto the next section of the article.

What Can You Do?

So let’s say your a tech company owner or an SEO agency owner who has a company without generic (obvious) keywords. Chances are you will be looking into what keywords to rank for and having an issue, as we mentioned above. Now I have 3 techniques for you to try, to implement the correct keywords into the site, and rank the client as quickly and early as possible. Making them (and yourself) the much profit and ROI in the long term.

Strategy 1 – Personal intuition – This involves using your brain! I know some people don’t like this but its very important. What you would do in this case is have yourself, your team and any members of the client that you can get into the same room and ask them what they think your primary keywords would be. Chances are its how you describe a new product. For example a Quadcopter might be referred to as a “flying drone” or just a drone. Other keywords might include personal flying devices, and all sorts of random stuff you might not have thought about. Once this is completed you can go onto strategy 2.

Strategy 2 – Take to the streets – If you live in a techy city this would be even better, so London, Paris, San Fran are your best options but any busy city will work well. Then you need to ask the individuals what they would call the item, if its a very complicated product then you might need to explain what it does and ask them 3 options into what they should call the item. This seems like they are giving you market research but really its keyword research!

Strategy 3 – This involves going to Google Trends and searching these keywords you have already found out. Abondon any that don’t make sense to the product or have no trend at all. Anything that has started to rise recently should be kept very near the front of your potential keyword document. Others that might not have rised yet should be kept in the middle. And that’s it! Hope you enjoyed the post.

1. When you have citations in your website it will be more accessible to a lot of customers. It will be accessible because citations do not mean that the exact link or URL of your website is present on other websites. Citations now a day are the ones where your site is listed in business listing sites like sites where you can search for a list of businesses in a particular line of business or industry. Once your information is listed there or in local SEO, or the contact information of your business, then that is already a citation, which means possible customers can immediately reach you.

2. Another reason is that you will be able to know how tight the competition already is in your industry because you will be able to search who are your top most competition, though only the ones that are using enough citations online but that would mean that those are the ones that are actively working in making their sites to be on top of search engines. The competition is actually not just to get more customers but to get on top of search engines, like Google for example. If you are someone who does a lot of research online, then you would understand how important it is for a site to be on top or even to be on the first page of search engines.

3. When you have a good number or citations in the local SEO online then it is already a great validation of your business or site. One thing that you will benefit from citations for SEO purposes is that search engines will regard you as reliable because Google for example has its way of detecting the legit sites and not. The process is actually called crawling, where Google would send some crawlers or basically it is actually kind of spiders that will be sent virtually and look for valid citations. For example if your site has a lot of valid citations then you will have a big chance to be placed or will have a nice rank post in the Google. This logic, explains why you will not be able to see the same list of websites everyday if you type a certain keyword on the search bar of Google.

4. Also, one reason why you need to have citations for local SEO is because you need to let the search engine, again Google for example that your site is legit and if it already acknowledges that it is legit and reliable, and then the search engine will categorise you to be in line with your line of business. This means that, for example, if your site is about makeup then if an internet user will type in makeup, then your site will come up in line with other websites that has makeup contents on their site.

5. And then, the most important thing about citations is that the search engines will not only read how many links of other sites that are going to your own site, it will read plain texts that has exact name, address and other information of your website and this is how it is different to other styles or procedure in getting a rank in those search engines since that is how SEO usually works. This why also that when you make citations for your site, it should be the same exact info every time no matter how small the detail is like a period, that is how important and crucial citations are.

As Tom Buckland, a local seo expert based in Cardiff says (image right) citations are the cornerstone to a successful local seo campaign. They not only are a ranking factor in themselves but are also trust signals to Google, letting Google know you are looking for additional customers and clients. This in itself a huge benefit for building our localisation authority. Many people think they need to be a huge national authority to rank, but building localisation authority is actually more important.

Thanks for reading.

If your anything like me then you know that there is nothing worse than good businesses with bad marketing, they can’t generate sales and as a result they can’t increase their marketing budget. It’s an evil evil cycle, but recently I spoke to the guys from supercarhire.co.uk and they spent me to a short video that talks more about viral marketing and how not to be boring in your marketing efforts. Tom and Jeff from supercarhire had a lot of capital tied up in stock (supercars) and as a result they weren’t able to market that much, but they used some pretty sneaky marketing techniques to get there brand in-front of buyers.