What do all these paid ad related terms mean?
Negative keywords, broad & phrase match, Adgroups, CPA, CTR, CPC, AdRank, remarketing? Are you confused by the amount of unusual terms in SEM marketing? We found a glossary that can really help. PPC Hero Glossary
What is multichannel marketing?
Stack Digital is not just an SEO agency, we're a new breed of digital marketing company. When you engage in marketing online you may choose SEO, email marketing, content marketing, paid ads/SEM or social media to market your business. Each of these channels contributes to a full stack marketing strategy. Our role is to work with your business to create a comprehensive marketing plan that addresses how your business uses each channel. Yes, you can hire us for SEO itself. But we suggest speaking with your strategist or campaign manager frequently to discuss full stack marketing options.
I’m seeing different results than your report shows. Why?
Search engines personalise results to give you the best possible answer to each search. If you are in Melbourne and search "pizza" on your mobile phone the best answers are local to you and very nearby. Consider a search for "paleo foods" and your previous search was "paleolithic man research." What if your previous search was "fad diets?" You would expect two very different results from a smart search engine, right? Search engines use your location, search history, device type, and even sometimes the time of day or weather in your location to return customised, smart results. SEO tracking reports are generally set to your business location so you can see what others local to you who are searching your business for the first time may see. To see what we see, search incognito (ctrl+shift+N on a desktop) and set your location to your business city. You should see very similar results to what we're reporting.
How often should I email my list?
How do we create content for our “boring industry”?
First of all, there are no boring industries. Anyone who thinks this is not being creative. There is a whole TV show about dirty jobs that millions of people love. "No one will share a blog about garbage men" someone once told us. A Pinterest search for "garbage can" however revealed the truth: thousands and thousands of custom garbage cans, things to do with garbage cans, storing smelly garbage - people have A LOT of garbage related problems. Oh - you can also grow potatoes in garbage cans, in case you didn't know. And there are Lego garbage men.
What payment methods does Stack Digital accept?
Should I buy an email list to get started?
No. The answer to all these "should I figure out a way to cheat my way to the top" is generally no. No buying links. No buying lists. Just no. Build your list organically. Start from where your business is now and grow forward. Buying a list means spamming people who did not opt-into hearing from you. It will hurt your deliverability score, future email campaigns and give your email server a reputation as spam.
How long does it take to see results from SEO?
Your campaign should start to see results anytime from 2-8 weeks after content is uploaded but honestly, this depends on many factors. If you have a penalty we're working to recover, it will take much longer. If you have a brand new site that isn't indexed and has no authority, it could take longer. If your previous SEO agency pulls their links and you drop significantly as a result of leaving them, it may take longer. If everything goes well, we see organic SEO improvements in around 4-6 weeks ... but that is just an average. Speak with us directly for more information.
Does my content need to be unique?
If you want your web pages or blog articles to rank organically, ideally they should be unique, yes. While it is possible to outrank duplicate content on another website it is much better and has longer-term success to invest in unique content. This is especially true for ecommerce web stores which tend to share product descriptions and titles across their own site as well as thousands more. You are not going to outrank Amazon, Polyvore or Asos so create unique content to offer something new. Your landing page content does not need to be unique if it's not meant to rank. Directing paid ads there? Deindex the page and focus only on traffic specifically driven to that page.
What is conversion rate optimisation (CRO)?
A conversion happens when a visitor to your website take the action you want them to take - signing up for your service, buying a product, submitting a quote request, etc. If you get 1 out of 100 visitors to take action that is a 1% conversion rate (and pretty bad in many industries.) Many people think about marketing as "getting more people to my website" but that's only a part of the equation. If we get another 100 you'll still only have 2 conversions. But if we raise your conversion rate up to 5%, you will now get 5 per 100. So with the same traffic you end up with more clients & much more profit!
Why do my search rankings fluctuate?
Google updates their search results in real-time based on the latest data they have, updated algorithm changes and by user metrics such as bounce-back rate to the original search. Your competitors are constantly updating and trying to improve, new links are being created (and deleted) constantly, and therefore the search engine results are constantly changing. When your SEO campaign is new or being actively worked on you may see dramatic changes over the course of a couple weeks or months.
Why is my site not indexed by Google?
If your site is not found for your main terms, it still may be indexed but not have enough authority to rank for specific keyphrases. To check on the indexed status of a website, search site:yoursite.com in Google. If you see your website, it is indexed but lacks authority. If you do not see the site, it may not be appearing for several reasons: 1) there must be at least one indexed backlink that points back to your website, 2) your site is too new and has not yet been indexed or 3) you have been removed from the index because you have a Google penalty. Stack Digital can help with all three problems.
How can I help? Should I buy some links?
No! Do not buy links. Do not buy links from that email. Or that Fiverr gig. Please do not do this. If you want to help your SEO campaign, please ask your campaign manager for more involvement in the strategy and execution of your campaign. We can guide you toward content creation & promotion, networking & social media, doing some legwork & research to help your business and many other things you can do along the way to help your marketing grow. But please don't "buy some links" to try and help.
What is SEO? Why do I need it?
Search engine optimisation, or SEO, is a methodology for improving the search engine visibility of your website on the unpaid (typically called "organic") results. There are three important stages in an SEO campaign: keyword research & competitor analysis, technical changes to your website (called "onsite") and the promotion & link earning for your content and web pages (called "offsite" or "link building.") Improved search visibility leads to higher traffic from search engines such as Google, Bing and Yahoo. This increase in traffic can and should lead to improved conversions and revenue for your business.
What email platforms can we work on?
Stack Digital has experts in Marketo, Mailchimp, Aweber, Constant Contact, iContact, Pardot, Eloqua, Act-On and Hubspot email systems. These email service providers (ESPs) We can help with automation, list building, newsletter content creation and tracking/analytics. Let us know how we can help you with your email marketing.
How much does content marketing cost?
How much do you want us to do? Content could mean a set of 10 repeatable status updates for Twitter or it may mean 1500 product descriptions completely rewritten. It may be 2 blog posts a month or it may mean 25 blog posts a day. Content is custom-priced for you according to the length, frequency and technical challenges it may present. A two-hour video production with interviews all across Australia will cost you a significant amount more than a set of 25 meta descriptions for your website.
Why is my SEO Agency counting Google Maps as organic results?
This is a very common question. Often a business will setup a map listing and when they hire an SEO agency, the agency claims they were instrumental in obtaining Maps results. The reason they do is actually simple: claiming your map listing does not mean it will rank. A good SEO agency will optimise this listing, direct citations and local directory listings be built to your listing and help it rank. As the agency is actively working on the overall optimisation of these map results they do and should "count" as a win for both the business and the agency.
How much will SEO cost?
Nobody likes the answer to this question but it's the only honest answer: it depends. If you engage Stack Digital for a simple SEO campaign targeted to hyper-local suburbs around keywords such as "dog walking Cranbourne" it's going to cost you around $250-300 a month. If you want to rank for "buy shoes" it will be a couple thousand dollars a month and likely bundled with other services. If you want to rank for "hotel," let's leave that at it won't cost $300 a month. Also, price depends on the length of time you wish to contract for. Our standard arrangements are 12-month deals but we're open to month-to-month (costs more) and longer commitments (2-5 years) that will cost significantly less over time. The only way to know for your own campaign is to contact us.
What is A/B testing? What can I test?
A/B testing, also called split-testing, means separating your website traffic (or ad viewers) into two groups (A and B). You then compare the results from the unchanged website (A) to the changed website (B) to see how they react to each version of the website. However, expert marketers know there are many flaws in standard A/B testing. First, you should really be running, at least, A/A/B testing. With two A groups you know if the software itself is working and whether the sample sizes are large enough. If your two A groups differ, something is wrong and it may not have anything to do with the B group liking or not liking a change.
I get calls from 10 SEO agencies a day. Why choose Stack Digital?
We get those calls, too! So do Google's webspam team. The vast majority of these SEO cold calls are anonymous businesses setup overseas to take your money and do very little, if any, real work as they have little experience in running real marketing campaigns. Stack Digital is managed & owned by Matt Antonino, a leading Australian marketing director and a respected contributor to industry-leading sites like Inbound.org and Moz.com We have real-world hands-on and strategic experience, a strong passion for marketing and the drive to take your campaign to a new level. Have you employed one of these teams in the past? Sign up for an SEO audit today and check their work.
How much money should I spend on PPC & paid ads?
We can help you decide a PPC budget based on your goals but often this question is best answered with a question. If we gave you $2 for every $1 you spent, how much would you want to spend? The answer is obvious - you'll spend as much as possible. If we can generate the right ROI the question won't be about budget, it will be about limits. How much CAN you spend before you aren't getting the same ROI? That's the real question.
Does email marketing work?
Email is the highest revenue generating channel in marketing. Email marketing is often the forgotten child of digital marketing because it can be challenging for an agency to make a profit off you. Want to know why your SEO agency hasn't setup at least a basic list for you? It's not SEO-related. In a real, full stack marketing plan, email marketing plays a massive role. The money, as they say, is in the list. If you haven't started your list, start it today. If you need help, give us a call.
Do you guarantee SEO results?
No, while we acknowledge that guarantees are one way to build trust, we don't feel it generates the best campaign for clients. We don't want you focused on what percentage of your selection of keywords are ranking - we want you to focus on whether or not your bottom line is improving. We never want you to feel "trapped" into keyword selection because they're easy to rank & we want you to help us guide your business toward wins for you, not wins for us. 95% of our clients will be in the group that easily move up in ranking, get results in a reasonable timeframe and have lots of wins pile up. The other 5% of our clients will get the attention they need to rank because our target is 100% satisfaction, not some lesser percent of a random list of keywords ranking for you.
Do you follow Google Webmaster Guidelines?
Do you want us to? They say "any links intended to manipulate a site's ranking in Google search results may be considered part of a link scheme and a violation of Google's Webmaster Guidelines." If your intention is to truly do no link building, please choose another agency. Our job is to rank your site and part of that is link building and helping you earn authoritative and powerful links back to your website. Outside of normal risk, either super-high or super-low, is your call, not ours. If you have specific requirements, such as "please don't do any of X" or "we just want to rank, please do ANYTHING" then discuss that with your campaign manager. Otherwise, we will employ the best ranking practices with reasonable risk and strong reward.
When will my paid ads be shown?
Are you aiming your paid marketing at getting phone calls? It doesn't make sense to market those ads at 3 am then, right? We can easily help you adjust ad display times to save you money when you aren't around and don't want to spend ad dollars. Often our business partners are Monday through Friday businesses and we turn their ads completely off over the weekend. On the other hand, some businesses, like our agency, take quotes by email and website. We're open 24/7/365 to receive new contacts so we rarely turn off our paid ads.
What’s the difference between Paid Ads, PPC & SEM?
Stack Digital uses the term "paid ads" more frequently than other agencies. We don't use SEM (search engine marketing) as often because paid ads include so much more than search engine advertising. SEM typically means Google Adwords and Bing Ads. Paid ads includes Facebook, Twitter, LinkedIn, StumbleUpon, Pinterest, Instagram, Adwords, Taboola, Outbrain, Bing Ads and many other channels. We use the term "paid ads" to include any paid advertising from any of these sources. PPC means "pay per click" and is how many of these channels charge you. However, there are other ways to bid (pay per 1000 impressions, etc.) so PPC isn't all-inclusive, either.
What is repurposing content?
Using one bit of content you already created to either create or as part of another piece of content is repurposing your content. For instance, writing a blog post is a single piece of content. If you write 10 on one topic you may be able to turn it into a mini eBook and use that a s downloadable giveaway for new subscribers. That webinar you gave? Turn it into a Slideshare presentation or a course on Udemy.
A/B Testing – Email, Adwords, Websites?
We can help you run split tests on nearly any aspect of your marketing. You want to run two different headlines on your email newsletter? Easy! Two Adwords display ads to see which photo converts better? Let's do it. You want two completely different website layouts like we initially tested on Stackdigital.com.au and stackdigital.net? We're here for you.
How do I grow my email list?
Growing your list is as simple as putting a sidebar signup form on your blog. You can also offer lead magnets, popup signup forms, inline forms directly in your content or anywhere else you want. But convincing your visitors to convert means giving them a reason. What are they after that you can offer? Use your unique insights, personality, information or content to hook and retain these visitors. For a different take on growing a list, see how Matt grew from zero to 1 email subscriber in a whole year.
What email marketing services do you offer?
We can help with list building, lead generation and nurturing, lifecycle marketing, startup guides, newsletter content creation, email analytics or any other email marketing help you may need. Want to learn more about email marketing? Contact us today and let's get started.
Why is everything on this website so … orange?
Great question! Our founder, Matt, is a graduate of Syracuse University College of Law. Orange is the perfect colour to signify something different, out of the ordinary, exceptional and in Matt's case, a bit of a reminder of home. #cuse It's bold. It stands for something. It's an opinion. We stand for transparent marketing with exceptional results. No, you won't usually see us in a black suit, blue tie, looking like the lawyer Matt once trained to be. You'll see us on the front line of your marketing campaign, in the trenches, bleeding orange for you, though.
Does conversion testing include the web development costs?
No, conversion testing tells us what changes make your users happy. Whether or not you have us make those changes, have your own developer do them or simply ignore the test results, the CRO portion of marketing only tells us what is working when it is changed. If you do need a quote from us on the web development, we're happy to help.
Who is behind Stack Digital?
Self-confessed marketing nerd Matt Antonino is the marketing director for Stack Digital. (He's also the managing director, owner, head SEO ... start up life is hard, give him a break.) Matt is the only marketer in Australia in the top 25 of both Moz.com's rankings and Inbound.org's Top Members. He has a law degree, owned one of the largest photo studios in NY and has been full-time interested in marketing for a decade. Matt worked for one of the largest SEO agencies in the southern hemisphere and has worked on some of the largest businesses in the world. Read more about Matt & the rest of our team here.
What is content marketing?
Content marketing means marketing your business through articles, blogs, photos & infographics, videos, podcasts, ebooks, webinars, whitepapers, reports, graphics or your website pages. A common form of content marketing is writing and then promoting blog articles on your website. Quality content not only helps your organic SEO rankings but gives you a wide variety of material to promote through other channels such as social media & email marketing.
What types of conversion can we measure?
Conversions can be lead forms submitted, orders placed, phone calls, signups for an event or newsletter, or simply website-only goals such as bounce rate (how many people immediately leave your site vs stay) and time on site (if we improve the overall time on site, other conversion types should all be affected.) We can work with you to determine the most important goals for your business.
Are SEO & PPC keywords the same?
You may have similar, overlapping or even the same SEO & PPC keywords. However, since you can bid on any PPC keyword, you can easily compete on much harder, "short tail" terms from day 1. PPC campaigns often target many keywords while SEO targets a selection of your main phrases. For these reasons, you often end up with two different lists. You want a very strong, competitive PPC list while your website may take you months or years to have the authority to rank for these same core phrases.
Why should we hire a local marketing agency?
A marketing agency in Australia can help you understand your customer needs and behaviour, ensure you have someone to talk to during your own business hours and don't run scared into the night when things go wrong. We are located in Melbourne and help customers all over the world. You should hire a local agency to ensure your work is not outsourced to half-trained SEOs halfway around the world. If you do want to learn SEO yourself, we suggest you start with our basics: How Do I Rank My Website? Hiring overseas may be cheap up front but could cost you more long term as you have to get your SEO audited by an expert.
How do search engines choose what websites to put on page 1?
Google and other search engines use hundreds of factors to determine what sites to rank for a particular search phrase. Most of the time these fall into a few categories: the content & structure of your website, the authority (backlinks, mentions & citations) your website has, and the search term being checked. Your site may be very authoritative and have excellent content on dogs & cats but not so much on snakes and wild birds. You are not a site about animals but rather about pets and Google would rank you accordingly.