Inbound marketing super sleuth – Gordon Whitehead

Gordon Whitehead - Inbound Marketing Analyst

Successful inbound marketing relies upon a keen understanding of what people are searching for and how they find it. We often joke that launching a new site, or examining an existing website requires the sort of forensic work that would make Horatio Caine and his team at CSI: Miami proud.

That’s where Gordon Whitehead fits in here at Sticky. Gordon is an inbound marketing super sleuth, studying websites and web traffic to determine the best courses of action to deliver our clients with more traffic and more genuine inquiries. Barely a work day (or weekend) goes by without Gordon rushing in to announce some breakthrough in his eternal search for better inbound results.

Using tools such as Web ANLYZR and Keyword ANLYZR, Gordon can determine the issues and solutions for every website we encounter. His “forensic” analysis often unearths insights that can make a significant difference to results.

Here are some of the clues Gordon searches for:

• Who is searching online around your industry and what search terms were they really searching with?

• What are the quality searches versus the high-volume / low result searches?

• What sort of information are visitors after?

• What information on a site is attracting visitors?

• What information is leading visitors to a goal conversion?

• Which goal conversion mechanisms are working and which aren’t?

• Which other inbound marketing channels are delivering traffic – social media sites, referring sites etc?

Each little clue can lead to big returns when acted upon. Some insights can change the way you think about marketing your business.

Have you got a super-sleuth studying your marketing? Perhaps its time to let the Sticky CSI team run their eyes over your online marketing. Its easy -  just submit your site to Web ANLYZR for a free appraisal and we’ll put it under the microscope.

Client profile – Hunter Laser Vision

Hunter Laser Vision team of Ophthalmic Surgeons has been performing laser eye surgery for thousands of people in the Hunter Valley and Newcastle Region since 1998.

Their team of professionals can perform a range of treatments to address issues such as Myopia (short sight), Hypermetropia (long sight), and Astigmatism.

Hunter Laser Vision came to Sticky wanting a new website that could showcase their services, reflect their professionalism and be easy to manage. While search engine optimisation wasn’t as high a priority for them as many clients, we wanted to ensure that the site was found at the top of all relevant searches.

Since launching the new site ion January 2009, Hunter Laser Vision have cemented their place at the top of all our targetted Google searches

www.hunterlaservision.com.au

Survey raises questions over Yellow Pages relevance

A recent Australian survey has indicated that more than half of Australians would go without the printed telephone directory if given the choice.

The survey, conducted by CoreData on behalf of True Local, revealed almost four in five Australians believe Yellow Pages should ask consumers if they want the directory. Off the 1000 people surveyed, 58 per cent of respondents said they would stop having the Yellow Pages delivered if they had the choice.

Fully 62 per cent believe the directory has a negative environmental impact, the survey found.

Yellow Pages spokesman Stephen Ronchi said the survey was commissioned by online business directory TrueLocal (owned by the publisher of news.com.au)  ”as part of a marketing campaign to discredit Yellow Pages” and dismissed the survey results as “underhanded”.

Nonetheless, where there is smoke there is fire.

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Making money from social

Here’s a great post by English blogger Neil Perkin that’s really worth reading:

Source: Only Dead Fish

I’ve lost count of the number of people who have told me that the problem with social is that you can’t make any money out of it. Yet content owners and producers the world over continue to wrestle with what Scott Karp calls ‘the 10% problem‘ – the problem that if you apply old school media principles to digital content you find that revenue per user is typically a fraction of the revenue per offline viewer, reader, or listener. Read more

Gavin Heaton asks Who Gives a Hoot About Twitter?

Source: servantofchaos.com

As I have explained previously, there are three stages to Twitter commitment, and those who don’t make the effort to FIND value in their newly forming networks will often ask “who gives a hoot about Twitter?”. But for brands (and individuals) there are some significant opportunities. Read more