Putting the Horse Before the Cart: How Content Pulls Your Website

cart before the horse

So many companies invest a lot of money and time on a new or redesigned website to only end up filling the site with the same, out-dated, old content right before it is launched.  What they have done, as the proverbial saying says, is "put the cart before the horse." While the creative can attract a flood of people, after the shiny "newness" wears off, your website has to offer something that keeps your visitors sticking around, and more importantly, coming back.


Introducing Google Hummingbird

The winds of change continue to swirl at Google. Last week, they dropped two major announcements: The first was that they were blocking organic keyword data in Google Analytics. The second, which we’ll discuss below, was the confirmation that Google rolled out a new algorithm called Hummingbird.


Google is Blocking Organic Keyword Data

Fair Warning: you’re not going to like the news I’m about to share with you.

Yesterday, Google confirmed that they are encrypting all organic search activity. Translation: you won’t be able to see data for specific organic keywords from Google anymore, regardless of your analytics platform.

This is a major blow to companies that implement responsible organic web marketing strategies, and a hypocritical move by Google. If you’re at all familiar with the search engine giant, or if you have ever worked with a web marketing partner, you have probably heard that the formula for organic web marketing success starts with providing content that’s valuable to your end users. With this latest move, it's clear that Google isn't taking its own advice!


From Football to Web Strategy, Consistency is Key

If you’re a (true) Cleveland sports fan then you’re all too familiar with “The Shot”, “The Catch”, “The Drive”, “The Fumble”, “The Streak”, and “The Decision”. Unfortunately, what they all (painfully) have in common is “The Disappointment”. Yesterday was no exception when we learned that not only was last year’s first-round pick Trent Richardson traded to the Colts, but also that our third-string quarterback (not the #2 guy) would be starting this Sunday’s game.

NOTE: This video contains a four-letter word and is mildly NSFW.

If you look back to 1999, when the Browns came back into the NFL, we’ve reached the ridiculous total of 19 starting quarterbacks. We’ve also made the playoffs one time!


How Soon Will I See SEO Results?

It’s not uncommon for us to get this question from prospects who are considering an SEO campaign: “If I do SEO, how soon will I get results?”


It’s a valid question to ask. After all, you’re considering spending money, and you want to know as soon as possible that you’re going to get a good return on investment.

Unfortunately, it’s not a question that can be easily answered. What we can tell you is that it’s not uncommon to see little or no return on your investment for as long as six months.


Web Marketing, S'mores, and a Teachable Moment

S'mores and inbound marketing

Recently, I was having a discussion with my brother-in-law about my job. He’s employed in a completely unrelated field, and from his perspective, I’m in the advertising industry. Because this conversation was happening while we were on vacation, instead of giving him a four-hour presentation about what I do, I simply said that I make “websites show up better for keywords in Google.” And then, having finished our brief conversation, we proceeded to happily eat s’mores around the campfire.

The more I reflect on this conversation, however, the more I wish I had spent just a little extra time explaining my profession because, while my brother-in-law no longer considers me to be part of the advertising industry, he now thinks that all I do is try to trick Google into ranking a website for a keyword. And in my opinion, that’s also a pretty poor understanding of what I do for a living.

So, in an attempt to reconcile with myself, I’ve decided to write the following post to help not only my brother-in-law, but you, our avid readers, secure a better understanding of what web marketing is and how it plays a role in the bigger marketing picture.


Aztek is Hiring a PPC Strategist

There are many benefits to pay-per-click advertising. It's trackable. It's extremely targeted. it has tremendous reach. It's customizable. And because of these benefits, it's a vital component of any web marketing campaign.

With this in mind, we are pleased to announce that we are looking to add a PPC Strategist to our Web Marketing team.

If you have track record of proven PPC success, a basic understanding of how all web marketing disciplines work together to achieve results, and are confident enough in your ability to work directly with clients, then the PPC Strategist role could be a good fit for you.

Want to learn more? Check out the PPC Strategist job description and send us your resume!

Aztek is Hiring a Content Strategist

Aztek is a full-service web marketing partner. And whether a company needs web design, web development, and/or web marketing services, keeping a strong focus on effective content will make any or all of those specialties more successful.

With this perspective in mind, Aztek is happy to announce that we are looking for a Content Strategist to join our team. Do you have prior content marketing experience? Do you understand how to write for the web? Do you feel comfortable explaining strategies to clients? If so, you could be a good fit for this position!

To learn more, check out the Content Strategist job description, then contact us. Please be sure to include a cover letter, resume, and writing samples.

We look forward to hearing from you!



Who are these guys anyway?

Aztek is a web design, web application development, web marketing, and hosting firm in Cleveland Ohio. We’ve been around for more than 16 years, and we’ve worked with more than 600 clients. Aztek is not affiliated with the unfortunate car of the same name, nor are we descended from a fifteenth century Mesoamerican civilization. At least, not that we know of.