The great thing about running an internet business is the amount of data that can be collected and analysed. The significant amount of data that you can gather on your customers helps targeting your content easier than ever. This leads to a much bigger ROI.

If you are using Google Analytics then you might have noticed the keyword (not provided). Obviously this is not ideal as for a website business. For years, this has been the foundation of marketing campaigns and developing content.

How it works

Google has made several announcements, with the aim being to try and help make search more secure.

Around 10% of searchers were likely to have their keyword data shielded. Of course, since these announcements, the popularity surrounding Google’s services has increased, meaning that for most, it will be much higher than 10%. The percentage is likely to be much higher for those websites that have technically savvy visitors as they are more likely to use Google’s services.

Essentially, any time a user is logged into Google’s services, the search results will appear in Analytics as (not provided). Any visitor using an https connection will also show as (not provided); through the FireFox browser for instance.

Google’s services include, but are not limited to:

• Gmail
• AdWords
• Google+
• Reader
• Analytics

Searches now utilise SSL encryption, which means that no data can be stored. You can learn more about the change here.

Obviously this is not something that marketing companies or their clients are pleased about. The move was designed to improve security; however, AdWords users will still have full access to their data.

What can you do?

If your Google Analytics keyword (not provided) is particularly high, then you might be struggling to re-organise your marketing efforts. After all, how can you improve your content without know who is coming from where and what they want?

Avinash Kaushik Wrote a great post here that is certainly worth reading; it goes hand in hand with this post here.

Whether you are looking for application development, PPC management, legal process outsourcing or blog writing services, outsourcing is a great idea. If you can get a freelancer that works in harmony with your company, then you will be on a fast-track to increasing business productivity and capacity.

Before you actually decide and get a freelancer onboard, it is important to do a detailed examination of the freelancer or company that you are choosing. If you make the right choice now, then it will save a lot of hassle in the future.

Project Specifications

Understand that the process leading up to awarding the project, is just as important as when the project is delivered. Whether you are looking to get a freelancer for blog post writing, or SEO services, the same rules apply. How flexible are they? Do they offer help and advice that is honest and transparent?

If a company does not expect any brief, or a limited brief, don’t expect the project to be exactly what you want. A professional and experienced company will ask all the right questions in order to be able to deliver a quality end result.

Cost & Quality

Remember the aim here, an increase in productivity; streamlining your business processes. The aim is not to go for the cheapest outsourcing service provider on offer.

In fact, cheap is the wrong word. The cheapest hourly rate does not necessarily result in the lowest overall cost. Even when it does, the quality of service is usually compromised in order to reach this lower price. Find the balance between cost and quality that suits what you need.

Location

Some of the off-shore freelancers are amazing; truly amazing. The way the work, their quality, their pricing structure; everything! The problem is, finding this great freelancer is not as easy as you might think. Most US/UK and Australian companies try and keep their freelancers on their home turf.

Communication and time zones can also be an issue. Will they be online when you need them to be? Can you have a conversation on Skype easily, or are there language barriers?

Portfolio

When you are looking to get a freelancer, the portfolio is about all you have to go on when it comes to choosing a service provider. Don’t just look at their portfolio though, see their actual website as their presentation to you. If they are offering blog posting services, is their blog regularly updated with quality content? If they are offering SEO services, how do they rank for their keywords?

Style

Obviously this is only applicable to certain service providers. Most freelancers will be able to adapt their style, but on the whole, they do have a way they like to produce work. This is particularly true of designers and writers. If you are worried about how they might adapt, ask for more examples, or ask them to produce a short sample of what you want. You’ll need an abstract thinker that can work to your spec, rather than their preferred style.

Delivery Time

Most freelancers will give you an ETA for projects. What is that ETA? Is it reasonable? Do they have references from clients, stating that they meet these deadlines? If the service you require is closely linked to a tight deadline, this is something you might want to press hard for.

Test

The next step is to test the service provider out. Once you get a freelancer, don’t assume you need to use their services for eternity. These small tests act as an interview. Do they really meet up to your and your business’s standards? If not, start the search again.

Monitor

So, now you have chosen a freelance service provider, done, right? Wrong!

Constantly monitor the quality of service that you are receiving. This is especially important when using a company that employees, rather than a one person operation.

Employees will change, their motivation towards certain projects might drop, or prices may fluctuate. Constantly ask yourself, is this really the best service provider for me? Is there another option?

Check out some more posts here.

A meta description is the short piece of content that potential visitors see when they find your website in search results. Like the copywriting on your website, you should spend time crafting and writing meta descriptions. A lot of businesses overlook the value of these SEO properties, thinking that if it doesn’t help to rank their website higher, then it shouldn’t have any focus put on it – wrong!

You wouldn’t spend £100,000 marketing a store and spend zero on a shop sign. You’d buy a shop sign that is to the point, bold and stands out from the crowd.

The same goes for your page descriptions. You are close to sealing the deal, now you need to persuade people to click through to your website. The only way you can do this is by writing compelling meta descriptions; it will help to increase the CTR for your website!

Search marketing is not just about ranking as high as possible. You need to convert your rankings into visitors that produce a revenue stream. Writing meta descriptions won’t improve your rankings, but it will increase website CTR; revenue will follow.

There are 3 things you need to consider…

Length

Keep them below 160 characters. In the example below, you can see that the meta description was not optimised and therefore, it is cut off mid-sentence; not very attractive!

Call-to-action

Like your web content, when writing meta descriptions to increase CTR, include a call to action. What do you want users to do and how will you get them to do it? Your usual “Click here to save 15%” might be worth including! Make your description really stand off the page in comparison to your competition. Take the example below for instance…

Quotes

If you use quotation marks in a description, some search engines will cut the description at the point of the quotation mark; avoid using them!

 

The internet is a resource that is second to none. The problem isn’t that there is not enough information; the opposite tends to be true. There is so much information out there, some of it conflicting and contradictory; it’s nice to have a place where all that valuable information and knowledge can be found. The SEO show in London, Search Marketing Expo, is that place!

SMX is an expo that is co-chaired by some of the biggest names in the business. Danny Sullivan has been involved with SEO for over 10 years and Chris Sherman is an editor over at SearchEngineLand, helping to develop events similar to SMX across the globe.

Who should get involved?

If you are involved in the search marketing industry, or want to get involved, then this is the one and only SEO show that you need to be at. Whether you control an advertising budget, are a search marketing professional or simply deal with brand management, this will revolutionise the way you perceive SEO.

What should you expect?

SMX is designed specifically for internet marketers. It’s only natural that the best in the business will be attending. Confirmed speakers for the London based event include: Andy Atkins Kruger, Dave Naylor, Mikkel deMib Svendsen, Anders Hjorth and Chris Sherman.

Expect this to be more of an intense training course, rather than a standard exhibition. There is a SEO track and a paid search track; take your pick! Focal points will include “Killer Content Remains King, Queen and Ace” for the SEO track and “Creating, Testing and Optimizing Ads” for those that are more interested in the paid search track.

How much does it cost?

Relatively little, considering the quality of the confirmed speakers, not to mention the comprehensive range of conference sessions throughout the event!

Tickets start from £75…

You can save 15% by registering here with the code “VIBTECH13”

Where is it?

The event will take place at Chelsea Football Club.

Are there any other events?

There are global events throughout the year and they are all worth going to. Here is a list of upcoming events for 2013

Don’t miss out on the best SEO show of the year!