Five Powerful Reasons Why Online Reviews Are So Important

Five Powerful Reasons Why Online Reviews Are So Important


Making it in the business world is not an easy challenge. No matter which industry you happen to work in, there is more competition than ever before, so to ensure you stand head and shoulders amongst your competitors, you need to have the necessary business strategies in place. As a business owner, you will almost certainly be aware of the fact that it is virtually impossible to please every single customer, no matter how great your services and/or products happen to be. Whilst you can’t please everybody, you can strive for perfection and can place a distinct emphasis on customer satisfaction because as you probably know, a happy customer is far more likely to become a regular customer. For some, however, simply pleasing the customer isn’t enough, which is why business owners are now asking their customers to leave them honest feedback and reviews. Online reviews can literally make or break any business, and you should never underestimate the importance of positive feedback. In some cases, even negative feedback can be a blessing, because it can help businesses to learn from their mistakes. To help emphasize just how important online reviews are, here’s a look at five key benefits of online reviews for your business.


Enhance credibility and build trust with your customers – Online directory services such as Yelp, Google Business, and so on, are incredibly useful business tools to have at your disposal if you know how to use them correctly. Say, for example, you have recently opened up a new gym and wish to attract new customers, you should ideally ask/encourage your existing customers to leave you reviews and feedback. Studies have found that having online reviews will increase your chances of converting customers by as much as 82%. The reason for this is that it helps make you look like a credible business, plus, providing the feedback is positive, it shows that you are committed to your customers. As a gym owner, this is very important because there’s a good chance that you aren’t the only gym in town, so you will obviously want people to choose you, rather than your competitors.


Increased brand awareness – Another benefit of online reviews is the fact that they can increase your brand awareness and can function as a form of free advertising. When your customers are happy and leave you positive reviews, this not only gives you credibility as a business, it will also help to increase your brand awareness. The more people that see and read these reviews, the more people will get to know and recognize your brand. Real estate brokerage companies, for example, are often fighting off competition from all sides, and if you want your company to beat your competitors, you need to establish yourself as a strong and reliable brand. Word of mouth is a very powerful tool in the business world, and when people see others praising your business, they will begin to view your brand in a positive light and will be far more likely to remember your name, logo, and perhaps business colors etc.


Enhanced SEO – In the world of online marketing and advertising, SEO, or Search Engine Optimization, is incredibly important for your business. SEO basically helps ensure that your website/web pages rank higher on the search engines than those of your competitors. As Google is the most popular search engine in the world, if you can obtain more positive reviews on outlets such as Google+, this will help boost the ranking of your website, on Google and other search engines. The reason for this is that it helps the search engines to view you as a legitimate company, and consequently your ranking, both globally and locally, will increase substantially.


Increased business demands – The benefits of online reviews don’t stop here however, they just keep on coming and coming. Another reason why business owners are now placing such a strong emphasis on encouraging their customers to leave them reviews is simply down to the fact that positive reviews will mean more business for you. Think about it. If you own a law firm when people search online for law firms and see your firm along with a list of others, what is going to attract them to you? Yep, it’s your reviews. If you have, say, 30 reviews, many of which are largely positive, along with a rival company who has just three or four reviews, some of which are negative, who are people likely to choose? Obviously, they are going to go with the law firm with a large number of positive reviews, which is great news for you. The more positive reviews you have, the more likely you will be to increase your customer base.


Free advertising for you – Another very important advantage associated with online reviews for your business, is the fact that they can basically act as a form of free advertising for you. In the construction industry, if you’re looking for a construction company, you probably spend a lot of time searching online for a company that looks the most suitable for you. This usually means that you read online reviews left by previous customers. If a customer leaves you a positive review, singing your praises and encouraging others to use your services, they are essentially advertising your business for free. With social media such as Facebook, this is very important because it helps you to increase your reach and increase your customer base and a list of potential customers.

7 Google Business Updates in 2017

7 Google Business Updates in 2017 (so far)

Google has been quietly rolling out new features and updates to Google Business over the last several months, and the team at Spade Design has compiled these underreported changes to help your business.

We all know that Google is constantly launching updates to their products (over 1,600 last year), and some of these changes are well covered and some slip by unnoticed. With the help of my team, I have been quietly keeping track of some of the major changes we’ve noticed so far, this year. This information will not only impact those of us who work in Local SEO but it will also help those business owners trying to manage their marketing and digital presence themselves.

7 Google My Business silent updates in 2017

1. Google removes permanently closed listings from the Local Finder

If you look at the picture above, about permanently closed listings, you’ll see that there used to be tons of “permanently closed” listings ranking in the Local Finder. They would typically show up at the end of the list (after the open ones), and if you edited a ranking listing to make it appear permanently closed, it would instantly drop to the back of the list. Which a lot of unethical people used to their advantage.

I haven’t seen a single “permanently closed” listing in the Local Finder in months. This is mostly a good thing since they aren’t overly useful for users.

The “permanently closed” label is problematic for local SEOs in a couple of scenarios. The first would be for businesses that have practitioners. These are the industries that are most likely to have “permanently closed” listings floating out there that they don’t know about for their practitioners. They are now harder to find, but customers could still be seeing them while searching on Google.

Tip: Search for all your existing and former practitioners on Google by name + city and make sure you don’t have any of these out there.

The second problematic scenario would be when spammers start marking competitors as “permanently closed” to make them disappear. You won’t get any type of notification from Google when this happens to your business (Thanks a lot Google!) unless you visit your Google My Business dashboard daily.

Tip: Since not everyone has time to do that, my suggestion would be to hire an agency that will do this every day so they monitor and fix changes on your listing(s), like Spade Design does. Yes, we check every-single-day.


2. Google removes the ability to access the classic version of Google Plus

Google came out with the new version of Google Plus back in 2015, but up until a couple of months ago, they still kept the classic version accessible — and it was the version that Google cached in their search results.

Why does this matter for local SEOs? The classic version had all the Name, Address, Phone Number (NAP) data on it that we loved so much, and the new version gives you none of this info. Many of us used the search trick search to find duplicate listings for clients. Now, this function no longer works, since the cached version of Google Plus has no phone number, no address, and no reviews.

Tip: Unless you’re using Google Plus for posts that get lots of engagement, you don’t have much else to do over there, since it’s now almost completely divorced from Google My Business. Posting random links to your blog articles won’t help you unless they get shares, +1s or comments.


3. Google launches a platform for reviewing edits to business listings on Google Maps on Desktop

Since MapMaker shut down, lots of people are under the impression that reviewing edits to business listings is no longer possible. Google has had the ability to review edits on the Google Maps app for quite some time, but since those of us in the local SEO industry rarely sit around doing client work on our phones, lots of people don’t realize this is possible. In March, Google also launched a “Check the Facts” feature on Desktop for Local Guides. This is a very simplified version of editing and isn’t really comparable to what we used to have on MapMaker, but it does allow for users to approve or deny each other’s edits to business listings. When this first launched, it was only available to Local Guides who were a Level 5 (like the team at Spade Design) but rolled out to all Local Guides levels a few weeks later.


4. Google removes pending edits for a listing’s status from showing up on the Google Maps app

Another good thing to counter those unethical business owners and spammers, that were attacking legit business listings by reporting their listings as spam just to get the pending status to show up on their listing on mobile. Indeed, these spammers shifted their focus to Trump Tower at one point, and searching for it on the Google Maps app produced the following listing:


Google removed pending edits for a listing’s status shortly after I wrote that article, so now if someone reports you as spam, you don’t have to worry unless the edit actually publishes.


5. Google rolls out the Snack Pack to more industries in the USA

Different from the 3-pack, the “Snack Pack” refers to the local layout that is missing the links to the business website or driving directions; instead of seeing these (useful) buttons, you get an image.

For some reason, Google decided earlier this year that all of us who search on Google would love to see pictures of bugs when searching for pest control instead of a website that would tell us more about the company we’re potentially hiring.


In addition to pest control, jewelers and sporting goods stores also now have this layout.


6. Businesses can now access 18 months of data from Insights inside their Google My Business dashboard

In April, Google added bulk insights to the dashboard, which might look unimpressive at first if you don’t catch the fact that you can now select a custom date range for data and aren’t stuck looking at one-week, one-month, or one-quarter intervals! This is a huge plus for agencies, like us, who onboard new clients and want the ability to see how their stats look before we start improving things.

Tip: Compare data year over year instead of month over month. I find this gives a much more accurate picture of improvement, especially for seasonal businesses.


7. Google starts actively showing local pack ads on mobile

I first heard about this AdWords feature last year while at a conference, but we heard very little from Google about it. Then all of a sudden, we noticed these ads starting to show up everywhere a couple months ago. Here is a picture of what they look like:

Google Map Ad

Have You Noticed Anything Else?

Tons of other updates have happened in the last few months, but I wanted to highlight the ones I found which got very little coverage and you may have missed. Were there any other major things you noticed that didn’t make the list? If so, email us at and let me know!

5 Reasons Why Monthly Updates Are Crucial To Online Success

5 Reasons Why Monthly Updates Are Crucial To Online Success


Whether you are having a website, a personal blog, an agency site or even a simple digital presence, there is one thing of big importance you should know today.

The only thing that drives success in the online world is growing

Now, that growth is best defined through constant changes and adaptations to trends. And if you are hesitant to changes and see your digital presence as only a virtual thing without a great potential, prepare to be amazed…


Why getting more visitors is far easier online – than offline?

According to a lot of research and analysis, the chance of getting visible and visited online is far greater than the chance of being seen in your offline location. This is mostly because of a simple fact – the Internet made the world connected, opening the doors for everyone across the globe to click and engage with new experiences.

In such world, changes are not only critical – they are crucial to success. That being said, a static website without updates of any kind may be only viewed as a ‘dead’ entity with no life and nothing to offer. On the flip side, a website that constantly publishes posts and produces content, according to many successful and real examples, is ‘loved’ by search engines and visible to more and more people.

In short, making changes to your website every week or month will help you get more visitors. And if this fact still hasn’t convinced you to roll up your sleeves, we are listing five more reasons to start – below.


1.More Content – More Frequent Indexing

The more, the merrier is a rule that definitely applies to websites, especially if that ‘more’ is the production of new blogs, articles or any sort of content on them. However, one thing should be clear – fresh content does NOT give higher indexing.

Instead, it increases the chance for your website to be seen, coming from the fact that with every new post, you are creating a new page for the content you provide. Therefore, the advanced Google bots have a greater chance of finding you online and crawling your content for a relevant topic.


2. Frequent Updates – Higher Ranking

Aside from indexing your pages, Google also gives priority to pages that are frequently updated. As the true king of all search engines, it has a number of algorithms that trigger frequent updates as a way to rank better.

Of course, this doesn’t mean that you should update your website every minute, hour or day. Instead, it gives priority to the updates that are relevant, informative and actually valuable to the readers.


3. More Content – More Keywords

Another thing worth mentioning when it comes to frequent updates is the fact that with more content, you are covering more keywords. Simply put, publishing new content gives you greater opportunity for your site to contain more keywords and actually rank for them.

According to Google, keywords are among the top criteria for search engine indexing and ranking. In a nutshell, you cannot rank on the first page for a particular keyword if your page actually doesn’t have it. That is why most successful online entrepreneurs and businesses are doing keyword research and based on the results, start producing content that targets those keywords.

Keywords are a crucial part of your SEO strategy, and you should treat them with utmost importance. In other words, try understanding, researching and finding most of the keywords in your industry and prepare to get noticed!


4. Fresh Content – Greater Authority Potential

There isn’t a website or blog that doesn’t want to boost its authority potential. Essentially, being an online authority means that you have the influence and that you are followed by an audience that sees you as a true expert in your field. In an era where ‘content is the king’, the best way to build that influence is to start producing more content.

Believe it or not, that is how a lot of new brands and bloggers went mainstream and built massive audiences. The more they wrote, published and shared – the more authority they built in their followers’ eyes. From that point on, everything is viral and relatively easy to manage. But it is the first steps that truly count, right?

The point here is…

If you consistently and regularly write content in your industry, field or interest – you are showing the world that you know things. Your users are becoming loyal to you and are seeing your posts through your perspective. And that is something many businesses strive for.


5. Your Audience Needs You

At the end of the day, it is the people that matter – and it is the people who will read your updates and connect with your brand. Your valuable content is only the vehicle of your knowledge and the bridge your visitors must pass to convert to your customers.

By keeping your website frequently updated, you are keeping your audience engaged and invest in long-term loyalty. The end result is more traffic and a lot of loyal followers that would turn to you whenever they would need advice on a certain topic or service.


Have You Started Yet?

There is no tomorrow and there is no today when it comes to your vision and your thirst to build something great online. Websites are not meant to be one-time shows – they are meant to be vehicles of content that deliver all the right things a visitor can ask for.

In an era where people are searching the Internet for tons of things more than ever before, it is important to show the world why your website is special and seize every opportunity out there.

So, are you getting your sleeves rolled?

Why Your Law Firm Needs A Blog

Why Your Law Firm Needs A Blog

When people need a lawyer, they naturally turn to someone they trust. Perhaps a neighbor or friend happens to be a lawyer, or maybe they know someone who just had the same kind of legal problem. Even with a referral, however, smart legal clients do research before retaining a lawyer to represent them or their company. It makes sense — they want to know something about you beyond your firm name and your JD status.So is a law blog a good idea?

So is a law blog a good idea?

77 percent of web users read blogs. Prospective clients are among them.

Small- and medium-sized firms have a huge untapped opportunity to establish a relationship with clients and prospects through blogging. As of 2016, only 26 percent of law firms had law blogs, and only seven percent of lawyers maintained an individual blog for professional purposes.

Now consider this: 77 percent of internet users read blogs. That’s more than 2 billion people. Not all of those people are prospective legal clients, of course, but it seems fair to assume that a big chunk of your prospects read blogs.


A law blog will generate clients

Blogs lure readers to your website where they become leads, the lifeblood of any legal practice. But a law blog also gives lawyers an opportunity to establish credibility and actively attract the type of cases they want.

Target the types of cases you want to attract in your blog posts.

For example, a Florida firm that represents motorcycle riders in personal injury suits blogs about topics of interest to motorcycle enthusiasts. Another example is a commercial law firm that includes a law blog on regarding Texas HOA Law, Louisiana condo law and more.

lawyer blog - real estate law blog - why your firm needs a blog

Both firms know their desired clientele and the issues that matter to them, and they provide valuable information on a consistent basis to those audiences.

So why not start your own law blog? Common objections I frequently hear from attorneys are that law is a regulated industry and they don’t want to create an attorney/client relationship that might subject them to liability. But there is a way to blog without creating problems for yourself.

Here are some tips.


Blog about something other than law

Here’s the thing: your prospects are interested in much more than law. The motorcycle injury law firm, for instance, recently featured a blog post about choosing the right motorcycle helmet. Use your law blog to attract the specific type of clients you want by covering interests and concerns they have outside the law.


Blog about law, but keep it general

You’ll most likely want to cover some legal topics (since a legal problem is what will ultimately bring readers into your office) but stick to providing information — not advice based on a specific person’s case. You can make that distinction by addressing the topic and explaining what the law is, but avoiding going into specific facts of the reader’s case.

Turn off comments or be prepared to answer them by recommending that your reader consult with a licensed attorney in their area.

For this reason, you might want to turn off comments. Commenters are very likely to introduce their own set of facts and ask you to comment on their situation. This is exactly the type of exchange you need to avoid.


Insert a disclaimer in your law blog

Another option is to include a disclaimer at the bottom of every blog post. Here’s one we have used for one of our partners:

“This post and any articles linked from this post are not legal advice and are not intended as legal advice. All posts on this site are intended to provide only general, non-specific legal information. This blog does not create any attorney-client relationship, and is not a solicitation.”


Large firms might prefer something more comprehensive, like this:

“[Law Firm Name] publishes this blog for educational purposes only, not to provide specific legal advice. By using this blog site you indicate that you understand there is no attorney-client relationship between you and the [Law Firm Name]. This blog should not be used as a substitute for obtaining legal advice from a licensed attorney. In addition, statements made on this blog represent the viewpoints of the individual authors, and do not necessarily reflect the views of [Law Firm Name] or any of our clients.”

The language you use isn’t as important as getting the point across — you’re offering information, not legal advice.


Help more clients find you online — blog

Every law firm has a valuable opportunity to help clients and prospects get to know you better through your law blog — don’t miss out! With a little planning, your firm can incorporate blogging into your marketing mix with minimal risk. Spade Design can help make this process simple and even produce your blog for you.

SEO Basics: Why Your Site Needs Ongoing Maintenance

SEO Basics: Why Your Site Needs Ongoing Maintenance


The state of your website plays a huge role in your SEO strategy.

But once you add something new to your site, you may be thinking…

“Isn’t my job done?”

In this installment of our SEO Basics blog, I’ll answer that question and tell you why!


Hi, my name is Matthew Martin and I’m the Creative Director at Spade Design.

In this post, I’m going to be talking about some reasons why your website needs regular maintenance.

You might think that after you launch your website, your job is over, but in today’s digital world, it’s not that simple.

Just like your car and home require continuous maintenance, your website needs regular upkeep in order to perform well.

If you want to attract customers, maintain search engine rankings, and provide up-to-date information about your products and services, you need to update your website on a regular basis.


Reasons why website maintenance is so important.

First, SEO.

Internet trends and search algorithms are constantly changing, and if you want to maintain your rankings in search engine results, it’s important to update your website with the most relevant content about your products and services.

Search engines want to deliver the most relevant information to Internet searchers, and Google constantly changes the way it evaluates and ranks websites.

This is why you might notice your website slip from a top-ranking position to page two of the search results.


Second is web design trend changes.

Web design trends also change, and if you want to keep your site looking and performing at its best, regular maintenance is important.

Elements like navigation menus, responsive design, and even color change frequently, and it’s important tot keep up with the latest trends to stay at the top of Google search results.

You can perform A/B tests to determine which website elements are performing well and implement feedback from visitors to keep your site’s design fresh and engaging.


Next is competitor site changes.

If you don’t keep your website updated, chances are that your competitors will jump at the chance to outrank you in search results.

Keeping your website updated with fresh content will keep you at the top of the search results and make it easier for people to find your business online.


Then, we have system and security updates.

You should also perform regular system and security scans.

Making sure your software plugins and server are up-to-date can help protect your site from hacks, malware, and security threats.

And if you find a problem with your site, you can address it right away instead of letting it grow to become a bigger problem.


Of course, we also have regular backups.

Website maintenance is also important because you can perform regular backups on your site. This ensures that if some kind of disaster happens, you won’t lose your entire website.

With recent backups, you can quickly restore your website, which is very important if you’re operating a business online. Taking time to maintain your website on a regular basis is much easier than waiting until damage has been done.

You also need to keep your site updated with the latest information about your products and services. As you add new products and services, change prices, and remove items you no longer offer, you need to keep your site updated so customers can find the information they need to purchase from your business.


At Spade Design, we include all of this and more to make sure your website is functioning at its best.

Whether you want to add new content to your site or restructure your website’s navigation, we can help you strengthen your brand and attract new customers to your business.


The Essential SEO Jargon Glossary

The Essential SEO Jargon Glossary


301 A permanent server redirect – a change of address for a web page found in the htaccess file on apache servers. Also useful for dealing with canonical issues.

adwords Google Pay Per Click contextual advertisement program, very common way of basic website advertisement.

adwords site (MFA) Made For Google Adsense Advertisements – websites that are designed from the ground up as a venue for GA advertisements. This is usually, but not always a bad thing. TV programming is usually Made For Advertisement.

affiliate An affiliate site markets products or services that are actually sold by another website or business in exchange for fees or commissions.

algorithm (algo) A program used by search engines to determine what pages to suggest for a given search query.

alt text A description of a graphic, which usually isn’t displayed to the end user, unless the graphic is undeliverable, or a browser is used that doesn’t display graphics. Alt text is important because search engines can’t tell one picture from another. Alt text is the one place where it is acceptable for the spider to get different content than the human user, but only because the alt text is accessible to the user, and when properly used is an accurate description of the associated picture. Special web browsers for visually challenged people rely on the alt text to make the content of graphics accessible to the users.

analytics A program which assists in gathering and analyzing data about website usage. Google analytics is a feature rich, popular, free analytics program.

anchor text The user visible text of a link. Search engines use anchor text to indicate the relevancy of the referring site and of the link to the content on the landing page. Ideally all three will share some keywords in common.

astroturfing (the opposite of full disclosure) attempting to advance a commercial or political agenda while pretending to be an impartial grassroots participant in a social group. Participating in a user forum with the secret purpose of branding, customer recruitment, or public relations.

authority (trust, link juice, Google juice) The amount of trust that a site is credited with for a particular search query. Authority/trust is derived from related incoming links from other trusted sites.

authority site A website which has many incoming links from other related expert/hub sites. Because of this simultaneous citation from trusted hubs an authority site usually has high trust, pagerank, and search results placement. Wikipedia, is an example of an authority site.

B2B Business to Business.

B2C Business to Consumer

back link (inlink, incoming link) Any link into a page or site from any other page or site.

black hat Search engine optimization tactics that are counter to best practices such as the Google Webmaster Guidelines.

blog A website which presents content in a more or less chronological series. Content may or may not be time sensitive. Most blogs us a Content Management System such as WordPress rather than individually crafted WebPages. Because of this, the Blogger can choose to concentrate on content creation instead of arcane code.

bot (robot, spider, crawler) A program which performs a task more or less autonomously. Search engines use bots to find and add web pages to their search indexes. Spammers often use bots to “scrape” content for the purpose of plagiarizing it for exploitation by the Spammer.

bounce rate The percentage of users who enter a site and then leave it without viewing any other pages.

bread crumbs Web site navigation in a horizontal bar above the main content which helps the user to understand where they are on the site and how to get back to the root areas.

canonical issues (duplicate content) canon = legitimate or official version – It is often nearly impossible to avoid duplicate content, especially with CMSs like WordPress, but also due to the fact that,, and are supposedly seen as dupes by the SEs – although it’s a bit hard to believe they aren’t more sophisticated than that. However these issues can be dealt with effectively in several ways including – using the noindex meta tag in the non-canonical copies, and 301 server redirects to the canon.

click fraud Improper clicks on a PPC advertisement usually by the publisher or his minions for the purpose of undeserved profit. Click fraud is a huge issue for add agencies like Google, because it lowers advertiser confidence that they will get fair value for their add spend.

cloak The practice of delivering different content to the search engine spider than that seen by the human users. This Black Hat tactic is frowned upon by the search engines and caries a virtual death penalty of the site/domain being banned from the search engine results.

CMS Content Management System – Programs such as WordPress, which separates most of the mundane Webmaster tasks from content creation so that a publisher can be effective without acquiring or even understanding sophisticated coding skills if they so chose.

code swapping (bait and switch) Changing the content after high rankings are achieved.

comment spam Posting blog comments for the purpose of generating an inlink to another site. The reason many blogs use link condoms.

content (text, copy) The part of a web page that is intended to have value for and be of interest to the user. Advertising, navigation, branding and boilerplate are not usually considered to be content.

contextual advertisement Advertising which is related to the content.

conversion (goal) Achievement of a quantifiable goal on a website. Add clicks, sign ups, and sales are examples of conversions.

conversion rate Percentage of users who convert – see conversion.

CPC Cost Per Click – the rate that is paid per click for a Pay Per Click Advertiser

CPM (Cost Per Thousand impressions) A statistical metric used to quantify the average value / cost of Pay Per Click advertisements. M – from the Roman numeral for one thousand.

crawler (bot, spider) A program which moves through the worldwide web or a website by way of the link structure to gather data.

directory A site devoted to directory pages. The Yahoo directory is an example.

directory page A page of links to related WebPages.

doorway (gateway) A web page that is designed specifically to attract traffic from a search engine. A doorway page which redirects users (but not spiders) to another site or page is implementing cloaking. – Previous Definition revised based upon advice from Michael Martinez

duplicate content Obviously content which is similar or identical to that found on another website or page. A site may not be penalized for serving duplicate content but it will receive little if any Trust from the search engines compared to the content that the SE considers being the original.

e commerce site A website devoted to retail sales.

feed Content which is delivered to the user via special websites or programs such as news aggregators.

FFA (Free For All) A page or site with many outgoing links to unrelated websites, containing little if any unique content. Link farms are only intended for spiders, and have little if any value to human users, and thus are ignored or penalized by the search engines.

frames a web page design where two or more documents appear on the same screen, each within it’s own frame. Frames are bad for SEO because spiders sometimes fail to correctly navigate them. Additionally, most users dislike frames because it is almost like having two tiny monitors neither of which shows a full page of information at one time.

gateway page (doorway page) A web page that is designed to attract traffic from a search engine and then redirect it to another site or page. A doorway page is not exactly the same as cloaking but the effect is the same in that users and search engines are served different content.

gadget see gizmo

gizmo (gadget, widget) small applications used on web pages to provide specific functions such as a hit counter or IP address display. Gizmos can make good link bait.

Google bomb The combined effort of multiple webmasters to change the Google search results usually for humorous effect. The “miserable failure” – George Bush, and “greatest living American” – Steven Colbert Google bombs are famous examples.

Google bowling Maliciously trying to lower a sites rank by sending it links from the “bad neighborhood” – Kind of like yelling “Good luck with that infection!” to your buddy as you get off the school bus – there is some controversy as to if this works or is just an SEO urban myth.

Google dance The change in SERPs caused by an update of the Google database or algorithm. The cause of great angst and consternation for webmasters who slip in the SERPs. Or, the period of time during a Google index update when different data centers have different data.

Google juice (trust, authority, pagerank) trust / authority from Google, which flows through outgoing links to other pages.

Googlebot Google’s spider program

GYM Google – Yahoo – Microsoft, the big three of search

hit Once the standard by which web traffic was often judged, but now a largely meaningless term replaced by pageviews AKA impressions. A hit happens each time that a server sends an object – documents, graphics, include files, etc. Thus one pageview could generate many hits.

hub (expert page) a trusted page with high quality content that links out to related pages.

HTML (Hyper Text Markup Language) directives or “markup” which are used to add formatting and web functionality to plain text for use on the internet. HTML is the mother tongue of the search engines, and should generally be strictly and exclusively adhered to on web pages.

impression (page view) The event where a user views a webpage one time.

in bound link (inlink, incoming link) Inbound links from related pages are the source of trust and pagerank.

index Noun – a database of WebPages and their content used by the search engines.

index Verb – to add a web page to a search engine index.

indexed Pages The pages on a site which have been indexed.

inlink (incoming link, inbound link) Inbound links from related pages are the source of trust and pagerank.

keyword – key phrase The word or phrase that a user enters into a search engine.

keyword cannibalization The excessive reuse of the same keyword on too many web pages within the same site. This practice makes it difficult for the users and the search engines to determine which page is most relevant for the keyword.

keyword density The percentage of words on a web page which are a particular keyword. If this value is unnaturally high the page may be penalized.

keyword research The hard work of determining which keywords are appropriate for targeting.

keyword spam (keyword stuffing) Inappropriately high keyword density.

keyword stuffing (keyword spam) Inappropriately high keyword density.

landing page the page that a user lands on when they click on a link in a SERP

latent semantic indexing (LSI) This mouthful just means that the search engines index commonly associated groups of words in a document. SEOs refer to these same groups of words as “Long Tail Searches”. The majority of searches consist of three or more words strung together. See also “long tail”. The significance is that it might be almost impossible to rank well for “mortgage”, but fairly easy to rank for “second mortgage to finance monster truck team”. Go figure.

link An element on a web page that can be clicked on to cause the browser to jump to another page or another part of the current page.

link bait A webpage with the designed purpose of attracting incoming links, often mostly via social media.

link building actively cultivating incoming links to a site.

link condom Any of several methods used to avoid passing link love to another page, or to avoid possible detrimental results of indorsing a bad site by way of an outgoing link, or to discourage link spam in user generated content.

linkerati internet users who are the most productive targets of linkbait. The Linkerati includes – social taggers, forum posters, resource maintainers, bloggers and other content creators, etc – who are most likely to create incoming links or link generating traffic (in the case of social networkers).

link exchange a reciprocal linking scheme often facilitated by a site devoted to directory pages. Link exchanges usually allow links to sites of low or no quality, and add no value themselves. Quality directories are usually human edited for quality assurance.

link farm a group of sites which all link to each other.

link juice (trust, authority, pagerank)

link love An outgoing link, which passes trust, unencumbered by any kind of link condom.

link partner (link exchange, reciprocal linking) Two sites which link to each other. Search engines usually don’t see these as high value links, because of the reciprocal nature.

link popularity a measure of the value of a site based upon the number and quality of sites that link to it

link spam (Comment Spam) Unwanted links such as those posted in user generated content like blog comments.

link text (Anchor text) The user visible text of a link. Search engines use anchor text to indicate the relevancy of the referring site and link to the content on the landing page. Ideally all three will share some keywords in common.

long tail longer more specific search queries that are often less targeted than shorter broad queries. For example a search for “widgets” might be very broad while “red widgets with reverse threads” would be a long tail search. A large percentage of all searches are long tail searches/

LSI(Latent Semantic Indexing) This mouthful just means that the search engines index commonly associated groups of words in a document. SEOs refer to these same groups of words as “Long Tail”. The majority of searches consist of three or more words strung together. See also “long tail”. The significance is that it might be almost impossible to rank well for “mortgage”, but fairly easy to rank for “second mortgage to finance monster truck team”

mashup A web page which consists primarily of single purpose software and other small programs (gizmos and gadgets) or possibly links to such programs. Mashups are quick and easy content to produce and are often popular with users, and can make good link bait. Tool collection pages are sometimes mashups.

META tags Statements within the HEAD section of an HTML page which furnishes information about the page. META information may be in the SERPs but is not visible on the page. It is very important to have unique and accurate META title and description tags, because they may be the information that the search engines rely upon the most to determine what the page is about. Also, they are the first impression that users get about your page within the SERPs.

metric A standard of measurement used by analytics programs.

MFA Made For Advertisements – websites that are designed from the ground up as a venue for advertisements. This is usually, but not always a bad thing. TV programming is usually MFA.

mirror site An identical site at a different address.

monetize To extract income from a site. Adsense ads are an easy way to Monetize a website.

natural search results The search engine results which are not sponsored, or paid for in any way.

nofollow A command found in either the HEAD section of a web page or within individual link code, which instructs robots to not follow either any links on the page or the specific link. A form of link condom.

noindex A command found in either the HEAD section of a web page or within individual link code, which instructs robots to not index the page or the specific link. A form of link condom.

non reciprocal link if site A links to site B, but site B does not link back to site A, then the link is considered non reciprocal. Search engines tend to give more value to non-reciprocal links than to reciprocal ones because they are less likely to be the result of collusion between sites.

organic link organic links are those that are published only because the webmaster considers them to add value for users.

outlink (Out going link)

pagerank (PR) a value between 0 and 1 assigned by the Google algorithm, which quantifies link popularity and trust among other (proprietary) factors. Often confused with Toolbar Pagerank. – Previous Definition revised based upon advice from Michael Martinez

pay for inclusion PFI The practice of charging a fee to include a website in a search engine or directory. While quite common, usually what is technically paid for is more rapid consideration to avoid Googles prohibition on paid links.

portal A web service which offers a wide array of features to entice users to make the portal their “home page” on the web. IGoogle, Yahoo, and MSN are portals.

PPA (Pay Per Action ) Very similar to Pay Per Click except publishers only get paid when click throughs result in conversions.

PPC (Pay Per Click) a contextual advertisement scheme where advertisers pay add agencies (such as Google) whenever a user clicks on their add. Adwords is an example of PPC advertising.

proprietary method (bullshit, snake oil) sales term often used by SEO service providers to imply that they can do something unique to achieve “Top Ten Rankings”.

reciprocal link (link exchange, link partner) Two sites which link to each other. Search engines usually don’t see these as high value links, because of the reciprocal and potentially incestuous nature.

redirect Any of several methods used to change the address of a landing page such as when a site is moved to a new domain, or in the case of a doorway.


regional long tail (RLT) coined by Chris Paston of – a multi word keyword term which contains a city or region name. Especially useful for the service industry.

RLT see Regional Long Tail

robots.txt a file in the root directory of a website use to restrict and control the behavior of search engine spiders.

ROI (Return On Investment) One use of analytics software is to analyze and quantify return on investment, and thus cost / benefit of different schemes.

sandbox There has been debate and speculation that Google puts all new sites into a “sandbox,” preventing them from ranking well for anything until a set period of time has passed. The existence or exact behavior of the sandbox is not universally accepted among SEOs.

scrape copying content from a site, often facilitated by automated bots. – Definition revised based upon advice from Michael Martinez

SE (Search Engine)

search engine (SE) a program, which searches a document or group of documents for relevant matches of a users keyword phrase and returns a list of the most relevant matches. Internet search engines such as Google and Yahoo search the entire internet for relevant matches.

search engine spam Pages created to cause search engines to deliver inappropriate or less relevant results. Search Engine Optimizers are sometimes unfairly perceived as search engine Spammers. Of course in some cases they actually are.

SEM Short for search engine marketing, SEM is often used to describe acts associated with researching, submitting and positioning a Web site within search engines to achieve maximum exposure of your Web site. SEM includes things such as search engine optimization, paid listings and other search-engine related services and functions that will increase exposure and traffic to your Web site.

SEO Short for search engine optimization, the process of increasing the number of visitors to a Web site by achieving high rank in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that users will visit the site. It is common practice for Internet users to not click past the first few pages of search results, therefore high rank in SERPs is essential for obtaining traffic for a site. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be indexed and favorably ranked by the search engine.

SERP Search Engine Results Page

site map A page or structured group of pages which link to every user accessible page on a website, and hopefully improves site usability by clarifying the data structure of the site for the users. An XML sitemap is often kept in the root directory of a site just to help search engine spiders to find all of the site pages.

SMWC (Slapping Myself With Celery) indicates an extreme reaction similar to a “spit take” but more vegan-trendy. Often combined with other exclamatory acronyms. – WTF/SMWC, or perhaps ROTFL/SMWC.

SMM (Social Media Marketing) Website or brand promotion through social media

SMP (Social Media Poisoning) A term coined by Rand Fishkin – any of several (possibly illegal) black hat techniques designed to implicate a competitor as a spammer – For example, blog comment spamming in the name / brand of a competitor

sock puppet an online identity used to either hide a persons real identity or to establish multiple user profiles.

social bookmark A form of Social Media where users bookmarks are aggregated for public access.

social media Various online technologies used by people to share information and perspectives. Blogs, wikis, forums, social bookmarking, user reviews and rating sites (digg, reddit) are all examples of Social Media.

social media marketing (SMM) Website or brand promotion through social media

social media poisoning (SMP) A term coined by Rand Fishkin – any of several (possibly illegal) black hat techniques designed to implicate a competitor as a spammer – For example blog comment spamming in the name / brand of a competitor

spam ad page (SpamAd page) A Made For Adsense/Advertisement page which uses scraped or machine generated text for content, and has no real value to users other than the slight value of the adds. Spammers sometimes create sites with hundreds of these pages.

spamdexing Spamdexing or search engine spamming is the practice of deceptively modifying web pages to increase the chance of them being placed close to the beginning of search engine results, or to influence the category to which the page is assigned in a dishonest manner. – Wikipedia

spammer A person who uses spam to pursue a goal.

spider (bot, crawler) A specialized bot used by search engines to find and add web pages to their indexes.

spider trap an endless loop of automatically generated links which can “trap” a spider program. Sometimes intentionally used to prevent automated scraping or e-mail address harvesting.

splash page Often animated, graphics pages without significant textual content. Splash pages are intended to look flashy to humans, but without attention to SEO may look like dead ends to search engine spiders, which can only navigate through text links. Poorly executed splash pages may be bad for SEO and often a pain in the ass for users.

splog Spam Blog which usually contains little if any value to humans, and is often machine generated or made up of scraped content.

static page A web page without dynamic content or variables such as session IDs in the URL. Static pages are good for SEO work in that they are friendly to search engine spiders.

stickiness Mitigation of bounce rate. Website changes that entice users to stay on the site longer, and view more pages improve the sites “stickiness”.

supplemental index (supplemental results) Pages with very low pagerank, which are still relevant to a search query, often appear in the SERPs with a label of Supplemental Result. Googles representative’s say that this is not indicative of a penalty, only low pagerank.

text link A plain HTML link that does not involve graphic or special code such as flash or java script.

time on page The amount of time that a user spends on one page before clicking off. An indication of quality and relevance.

toolbar pagerank (PR) a value between 0 and 10 assigned by the Google algorithm, which quantifies page importance and is not the same as pagerank. Toolbar Pagerank is only updated a few times a year, and is not a reliable indicator of current status. Often confused with Pagerank.

trust rank a method of differentiating between valuable pages and spam by quantifying link relationships from trusted human evaluated seed pages.

URL Uniform Resource Locator – AKA Web Address

user generated content (UGC) Social Media, wikis, Folksonomies, and some blogs rely heavily on User Generated Content. One could say that Google is exploiting the entire web as UGC for an advertising venue.

walled garden a group of pages which link to each other, but are not linked to by any other pages. A walled garden can still be indexed if it is included in a sitemap, but it will probably have very low pagerank.

web 2.0 Is characterized by websites, which encourage user interaction.

white hat SEO techniques, which conform to best practice guidelines, and do not attempt to unscrupulously “game” or manipulate SERPs.

widget 1) (gadget, gizmo) small applications used on web pages to provide specific functions such as a hit counter or IP address display. These programs can make good link bait. 2) a term borrowed from economics which means “any product or commodity.”

SEO vs Inbound Marketing: Which is Better for Your Website?

SEO vs Inbound Marketing: Which is Better for Your Website?

If you’re just starting out online, or are researching ways to promote your website, you’ve probably stumbled upon the terms “SEO” and “inbound marketing” a few times by now. You may have even read a few articles about these topics and have a good grasp on what they mean but SEO vs Inbound Marketing are two very important topics.

But which one is better?

On this page, I’ll explain the value that SEO and inbound marketing can bring to your website, and examine the SEO vs Inbound Marketing argument a little more in depth. By the time you finish reading this article, you should have a better idea of what these tactics involve, and why they are necessary for online marketing.


What is SEO?

SEO, which is short for “search engine optimization,” refers to any action taken to better optimize your website for ideal performance in search engines. SEO is a broad term covering a variety of actions, and quite a few factors on your website contribute to SEO.


SEO vs Inbound Marketing

Generally speaking, SEO is anything you do to increase the likelihood of your site ranking higher, or more frequently, in search results. If you write keyword-rich product copy with the goal of ranking better for the keywords in that paragraph, you are essentially optimizing your site. But SEO doesn’t consist of just one or two things: it’s a larger grouping of multiple tactics that work together to improve your website.



To have a well-optimized website, you need to meet a number of requirements. Your targeted keywords need to be used the right number of times, your page titles need to be optimized, your site navigation and URLs need to be clean and easy to understand, you need to have high-quality links… the list goes on and on. SEO is also constantly evolving, so new methods are popping up while older ones fall out of favor frequently.

By the way, feel free to use our instant SEO Checker to audit your website).


What is Inbound Marketing?

Inbound marketing refers to marketing activities that take place after a visitor finds your website or learns about your brand. Some common inbound marketing methods are social media, videos, blogging, email marketing, and content marketing (whitepapers, guides, how-tos, etc.).

Unlike traditional marketing, which is sometimes called “interruptive,” inbound marketing provides targeted messages and information after a website is found. Instead of trying to broadly appeal to audiences through commercials or advertisements, inbound marketing displays a call to action (or CTAs) after someone has already found your website or services.

Essentially, inbound marketing is all about giving your target audience what they need when they need it. Instead of focusing on trying to bring in traffic that may or may not be relevant, inbound efforts make the most of the traffic you want and need by offering them content or information that is desirable, helpful, and interesting.



How Is SEO and Inbound Marketing Different?

On the surface, it may seem like inbound marketing and SEO are very different. Inbound marketing focuses on converting traffic into leads or buyers by offering the right content or experience, while SEO focuses on attracting more traffic by improving your website’s ranking. However, there is one thing that these two methods have in common: the human element.

SEO isn’t just about improving your ranking – it’s about getting your website in front of more visitors, reaching more potential customers, and helping more people find what they are looking for. Similarly, inbound marketing is about giving those visitors and leads what they are looking for and helping them solve their problems.

Inbound marketing and SEO focus on different stages of the selling process. SEO is about attracting, while inbound marketing does the convincing. However, when done well, they come together to form a cohesive, effective sales strategy.


Which is Better for Your Website?

Ideally, your website should have strategies for both SEO and inbound marketing—not one or the other. Both are extremely important for not only attracting relevant traffic but also for converting those visitors into customers.

Without SEO, it’s unlikely that you will get the right kind of traffic you need. SEO increases the visibility of your website and ensures that you rank for the keywords most relevant to your business. Without SEO, you would have to rely on word of mouth, links, or paid advertising to be found.

Without inbound marketing, your SEO efforts just wouldn’t pay off. Customers want and need reasons to trust you and to choose your business over the many others out there. By giving them content (blogs, articles, downloads) or information, or by interacting with them (social media, email marketing), you’re setting yourself apart from the competition.

Inbound marketing without SEO is pointless because it means your great content may not be found quickly or reliably enough to make a difference. SEO without inbound marketing is ineffective because customers can and will leave websites that don’t meet their needs, no matter how well they rank. That’s why we recommend both.


How Can I Get Started with SEO and Inbound Marketing?

Here are a few tips to get started with search engine optimization or inbound marketing (or both!) on your website:

  • Ensure that you’ve taken every opportunity to get your keywords in place. This includes on-page content, title tags, image alt tags, in navigational links, and so on. Although it doesn’t help with ranking, you should also put them in your page meta descriptions, too.
  • Make sure that any content you develop is easily located via the front page (or any landing pages) of your website. If no one can find it, no one can benefit from it!
  • Encourage and ask for links from relevant websites. The more links your site receives from authoritative websites, the better it will rank.
  • Make sure you are sharing your content regularly on social media. Although links from social media don’t help your SEO directly, the exposure you receive there can result in interactions with potential customers, and the spread of your content to other sites that may want to link you.
  • Before you add a new piece of content, make sure it’s relevant and helpful, and actually solves a problem that a customer might have. Don’t just write a blog post because you like the topic. Will it help someone? Is it useful?
  • Inbound marketing is all about gaining trust to eventually, one day, close a sale. You probably won’t be able to sell something to a consumer the first time they see your site or hear your brand name. Unless you have a really good offer, don’t inundate them with pop-ups the first time they visit – but consider doing some targeting for repeat customers.

You can also read popular blogs to get advice on SEO and inbound marketing, as well as other online marketing topics. The Spade Design blog is a great place to start!


Need Help With Your SEO and Internet Marketing?

If you need an online marketing agency or inbound marketing partner, Spade Design is the right choice. We can create a customized marketing strategy for you that gets your website found, and puts your content in front of the right visitors at the right time.

Spade Design will combine SEO with inbound marketing to work magic for your website. Call us at 903-707-8444 or chat with us online today to get started.

Loyalty Card App: how to pick a validation process

Loyalty card: how to pick a validation process


With our mobile apps, integrating a Loyalty Card into your business is very easy. However, you might be wondering how to introduce a loyalty program to your clients in the most relevant way. Obviously, usage of a loyalty card varies from one business to the next. We hope that the examples we’ve listed below will help you find the inspiration you need to craft a loyalty program which will make your business enter a new dimension.

As with most aspects of our loyalty card apps, the user experience is key when picking the right validation process for your loyalty card. We have three options available to help users collect their loyalty points. Points can be earned when:

  1. A client completes a purchase and a QR code is scanned
  2. A client performs a manual check-in
  3. After a social media sharing action of a designated URL.

Let’s take a closer look at the different processes and which businesses they best apply to, shall we?


The QR Code

Loyalty Card App: How To Pick a Validation Process - Mobile App Design

In this case, the client earns a point when a QR code is scanned. The QR code can be produced by the cashier upon checkout*. It’s the ideal conversation starter if you want to nurture the relationship with your customers. It’s the ideal scenario for a local business, such as a salon, flower shop, snack, coffee shop or a restaurant. The QR code implies an interaction making it a relevant solution for a close relationship with the client, location wise, but also on a human level. It helps build a connection with most loyal customers while serving as a positive incentive to turn visitors into recurring clients.

On the practical side, we will provide a ready-made QR code right for you. Of course, you can also choose to display the QR code inside your establishment, at the reach of your clients, next to the register for instance, so that you won’t have to produce it every single time. Also, don’t forget to come up with an attractive flyer to promote your loyalty program to your customers.

*NB: there is a 1-hour delay before another QR code scan can be completed


Manual check-in

Loyalty Card App: How To Pick a Validation Process - Mobile App Design

Contrary to the QR code, location matters but the interaction is less direct. It has its benefits though. Indeed, in the case of a large scale business, such as a mall or arena, the scenario of a close connection between the manager and the client is a little obsolete. In that case, a manual check-in within a designated area (with precise GPS coordinates) grants the user more freedom to earn a point without getting in the way of his coming and going.

The more fluent the experience, the more chances your loyalty program will generate enrollment. In the event of a concert, for instance, it’s easy to imagine that the attendee will want to reach the inside of the venue quickly, to ensure the best seats in the house. For more flexibility, the option to check-in, once they are properly seated and waiting for the concert to begin, is definitely more user-friendly. What’s more, to manage your program through and through, you can monitor the amount of time to elapse between 2 manual check-ins, in minutes or days.


Social media sharing

This validation process requires involvement on the part of users, in the sense that they will have to perform the “action” of sharing your brand or establishment on their channels. It’s a winning scenario if you have an engaged audience, with genuine support, eager to let their friends/followers know about your existence.

But if your community is nascent, don’t turn your back on this option just yet. If you set up the right incentives to trigger engagement it can work wonders. Our advice? Don’t overlook the gift offered to users once all the points on the loyalty card are collected. If the prize is rewarding enough, it can be the perfect motivation for users to spread the word on social media*.

In the end, a well thought out loyalty program might just be what you need to build a community around your app and beyond. It’s the new word of mouth!

*NB: there is a 1-hour delay between 2 validations through social media sharing

Last but not least, to further reward users, you also have the option to set up a rewards’ system. Don’t hesitate to make use of it and surprise them. Rewards can be triggered as a welcome gesture, to advertise happy hours… You can also set them up manually and target a designated user group, around an event for example.

Loyalty Card App: how to boost customer retention with gifts and rewards

Loyalty Card APP: how to boost customer retention with gifts and rewards

The set of features we offer in our Digital Loyalty Card App is an excellent toolbox to nurture your clients and monetize your app. With a well-tailored loyalty program, you can, not only make customers fall in love with your business but also keep them coming back, with gifts and rewards.


How Our Loyalty Card Apps Work

The loyalty card app you can install with our app builder relies on a point system. Namely, points convert into gifts. Pick a validation process, and your clients can earn a loyalty point on their card each time they visit your establishment, make a purchase or share your brand on social media. Once the card is completed, they earn a gift.

Gifts received through a loyalty program are a great incentive to secure regular clients, but it’s important to shake things up to keep things exciting. This helps you maintain the element of surprise, and provides more room for flexibility. With a rewards system, you further engage app users and drive even more business results.

Today, we want to help you make the most of both. But first, make sure you’ve answered these two fundamental questions:

  • What are my program goals?
  • What is my intended customer base?

Your answers to those questions will help you determine relevant, gifts and rewards. With loyalty, just like with your overall app project, defining your concept and getting to know your users are two success determinants.

For instance, if a loyalty program’s number #1 goal is to introduce a new offering, such as a new spa area at a local gym, the gift can be a free spa entry after ten sessions. While a “welcome” reward for app users can be: 50% off massage for all users logging into the app for the first time.

As you can see, gifts and rewards, when working hand in hand, are great to show most loyal clients gratitude while getting a new line of business off the ground. Regarding ROI, if visibility and getting the word out about your establishment is your primary concern, give our social media sharing validation process a try.

A loyalty program can also support a sector of your business that might need a little push, creating more profitability. Concerning consumer behavior, gifts make for a stronger emotional memory. Gifts are usually received upon special occasions and associate with pleasant memories. In that sense, gifts help build a connection with your customers.


Law of Attraction

Digital loyalty cards are booming. But they have one thing in common with good old physical cards, when it comes to retaining customers, the prize is what ultimately matters: choosing gifts that are enticing enough while remaining cost efficient. Gifts value will, of course, vary from one business to the next.

If you sell low-value items, drinks, for example, your goal is to sell more volume and ensure a recurring revenue. With that scenario, it is easy to define a target number of orders after which customers qualify for a free drink. If you sell a range of items, it might be more complicated to identify a gift to please your entire customer base. In that case, the gift can very well take the form of a discount. Besides, regarding consumer behavior, people tend to reach for higher priced items when using a discount, consider it if you want to generate more sales.


Timing is everything

In the Business section in your back office, your rewards menu will show four automatic rewards, such as the “welcome reward” we’ve mentioned above, or the Happy Hour reward. Maybe you’re wondering what to make of manual rewards with these suggestions already at hand? It’s all about timing.

Once the novelty effect of your loyalty program wears off, that’s where manual rewards can kick in. Use them to surprise users, around an upcoming event for example. Are sales starting soon? Target your Gold Club card holders and offer them access to an exclusive pre-sale event, after closing hours. A simple yet efficient customer appreciation idea and the perfect reminder of your existence!

Last but not least, you know how much we value beautiful design. We will reinforce a good strategy with an impactful visual identity. We even have different Loyalty Card App designs to choose from.

The Difference Between Rankings and Traffic

Difference Between Rankings and Website Traffic

When you sit down to evaluate your web presence, you may look to various KPIs to determine success. There are two main KPIs you can look at: Rankings and Website Traffic. These two factors often correlate, meaning if you are performing well in one area, you are likely doing well in the other. But this is not always the case. Why is that?

Let’s discuss the difference between rankings and website traffic.


Looking at rankings is a great KPI measure! But only when you have targeted the right keywords that not only align with your business offerings, and also with what your target market is searching. However, high rankings do not always yield high traffic for a few reasons:

  • Your website may be ranking for keywords that people are not searching.
  • People may find the information they need from other sections of the Search Engine Results Pages (SERPs), such as the Google My Business or Maps sections, without clicking over to your website.
  • Most clicks usually go to the first few listings in the SERPs (positions 1-3).

Looking just at rankings is a significant metric for businesses that are interested in brand awareness or whose keywords directly translate to clicks and conversions.



Website traffic is also a great measure to determine your web success. With increased traffic comes the increased potential for leads, conversions and new business! Similarly with Rankings, if your website is not optimized for the correct keywords, you could end up with the wrong traffic (read: visitors that aren’t interested or in the market for your products or services).

When discussing rankings vs. traffic, it is important to understand that regardless of your website’s positioning within the SERPs, if a given keyword has a low search volume you will not see a lot of traffic coming into your site.