True North Technologies Blog

Google Analytics is a powerful tool that can show you how your website is performing. By learning how to read these reports, you gain key information into your visitors' behavior, where your traffic is coming from, and how your marketing tactics are performing. This guide will teach you the basics of how to read a Google Analytics Report. Understanding the Google Analytics Dashboard When you first log into Google Analytics , you’re shown the dashboard, this is a bird’s eye view of how your website is performing. The information on the dashboard includes: Real-Time Data : Live data of users currently on your site. Audience Overview : Insight into the demographics, interests, and behaviors of your visitors. Acquisition Overview : How people are finding your website Behavior Overview : View how visitors interact with your site. Navigating to Specific Reports Google Analytics is organized into different report categories: Audience Reports These reports provide detailed information about your visitors. Demographics : Age and gender information. Interests : Users’ interests Geo : Geographical Location and language of your users Behavior : New or old visitors, frequency of views , and time spent on your site

KPI metrics for digital marketing provide quick, clear data points to see if your online campaigns are hitting the bullseye...

For small businesses, knowing how to contact customer service at Google can feel like a wild goose chase...

When you think about it, it’s remarkable that almost any piece of information is quite literally at our fingertips. With a quick Google search, we can find answers to almost any question imaginable. But have you ever stopped to think about the complex system behind those results? This wizardry is possible because of Google and its SERP tool (also known as the Search Engine Results Page). At True North Technologies, we believe that knowledge is power and that attracting the right audiences can be your superpower. So, let's delve into the world of SERPs, explore how they're changing, and how this impacts the ways we gather information. 1. What Goes Into a SERP Go ahead, open up your browser, and type "best pizza places near lincoln nebraska" into Google. The response you’ll see is a SERP. It's a carefully curated page filled with various elements designed to finish your search in the most informative way. Here's a breakdown of the key components that go into a wide variety of SERPs: Organic Results: These are relevant, well-crafted webpages that compose a SERP's unsponsored results. Their placements are motivated by Google's complex algorithms and crawlers , which identify and rank the best content . Paid Results (Ads): Businesses can pay to have their websites appear at the top of the SERP (think of those results labeled as “Ad” ). These paid, highly targeted placements ensure your site reaches the users who actively search for your products or services. Knowledge Panel: For specific searches, Google might display a “ knowledge panel ” on the right side of the SERP tool. This panel provides a concise summary of the searched term, including relevant images and information from Google's knowledge base. Featured Snippets: Positioned above your organic results, featured snippets are short summaries pulled directly from a relevant website. Each snippet’s end goal is to completely answer a search, so you don’t have to leave Google. Image and Video Results: Depending on your search, a SERP might include images or videos alongside traditional webpages. Google Business Profile: For location-based searches, a local pack containing business listings with maps and contact information might appear prominently. 2. How Google Ranks Websites The algorithm that determines which websites appear on the first page of a SERP is a closely guarded secret by Google. However, some key factors are well-known, and motivate the practices that SEO professionals follow today! Here are some of the crucial ranking factors that motivate top-tier SEO performance: Keywords: Using relevant keywords throughout your website's content is essential for Google to understand your website's topic and connect it with user searches. Quality Content: Google prioritizes websites with high-quality, informative content that provides value to users. Mobile Optimization: With most searches now conducted on mobile devices, having a website that's optimized for mobile browsing is crucial. Backlinks: These guiding stars from other websites point readers towards your company. These backlinks’ quality and quantity influence your website's authority and trustworthiness in Google's eyes. User Engagement: Factors like time spent on your website and bounce rate (percentage of users leaving immediately) signal your users’ engagement. Growing time spent with your brand and decreasing bounce rates are the positive signs Google looks for. We’re only scratching the surface and Google's algorithm is constantly evolving, so check back with us in a couple of years. However, by focusing on these key elements today, small businesses can create a strong foundation for SEO success. 3. Semantic Search and its Growth Traditionally, search results relied heavily on keywords. Users would string together specific terms to find the information they needed. However, Google currently focuses on understanding a search’s intent , not just its keywords and keyphrases. These efforts continually rely on increased AI and natural language integrations. This shift towards semantic search means Google analyzes the entire context of a search query, including surrounding words and phrases. This provides a more nuanced understanding of what a searcher is truly looking for. For example, if you type "best pizza," Google might interpret the intent as "find a highly rated pizza place near me" instead of simply listing websites containing the words "best pizza." This logic allows Google to tailor results to the user's specific needs, making searches more accurate and relevant. That’s why if you’re a home and cooking influencer focusing on a cuisine’s best recipes, focus on a keyword like “best pizza recipes.” If a certain niche is trending, you can go further and use long-tail keywords (for example, “best new york style pizza recipes”). In this scenario, this is what your readers will search for next, and understanding their motives is crucial. Stay Ahead of Google and its SERP Tool If you're a small business owner looking to improve your online visibility, contact True North Technologies today. We'll dive into your specific needs and develop a customized SEO strategy that is geared toward your digital marketing goals. Reach out to our team today and get ready to rise to the top !

As a small business owner, you wear many hats. Marketing is likely one of the most crucial, yet also one of the most daunting. You pour your heart and soul into creating a website that shows your products, services, and brand story, but how do you ensure people see it? That's where SEO (Search Engine Optimization) comes in, and internal linking is a powerful tool within that toolbox. Diving into Internal Linking for SEO Think of your website as a bustling city, with each page being a building with floors of valuable information. But without clear roads and signage, visitors get lost, frustrated, and leave. Internal linking acts as roads and signs, helping search engine crawlers and users discover and navigate your website, content, and message. So, how exactly does internal linking paint your company's picture for SEO? Let's take a closer look at the key benefits: 1. Improved Website Navigation and UX Imagine walking into a store with everything jumbled together. Frustrating, right? Internal linking creates a logical flow between your pages, guiding users on a journey through your website. By linking relevant articles, products, and services, you make it easier for your readers to find what they're looking for. This often increases your site’s engagement rates and reduces its bounce rates. This positive user experience signals to search engines that your website is valuable and user-friendly, gradually boosting your SEO ranking. 2. Distributed Link Equity and Boosted Ranking Power Think of this link equity as "website authority scored by points." Authoritative pages (e.g., your homepage) have more of these points. Internal linking strategically shares this authority with other pages on your website. Like spreading jam on toast, the more links a page receives, the "jammier" (more authoritative) it becomes in the eyes of search engines. This improved perception can potentially improve your rankings for relevant keywords. 3. Highlighted Expertise and Built Topic Authority Internal linking allows you to showcase your expertise in specific areas. By linking relevant articles and resources on a particular topic, you create a "cluster" of interconnected pages. This demonstrates your depth of knowledge and establishes yourself as a thought leader. Topical authority signals to search engines that your website is a valuable resource for users searching for specific information, making it more likely to appear in relevant search results. 4. Targeted Long-Tail Keywords and Captured Niche Audiences Internal linking isn't just about linking high-authority pages. You can also target long-tail keywords , which are more specific and have lower competition. By linking relevant long-tail keyword-optimized pages within your website, you help search engines understand your content's specific focus and attract users searching for those niche terms. This can open doors to new audiences you might not have reached otherwise. 5. Enhanced Crawlability and Indexation Search engines use bots called “ crawlers ” to index (record) your website and pages so they appear in relevant search results. Unsurprisingly, internal linking makes their job easier. By including relevant links throughout your website, you create clear pathways for them to discover and index all your valuable content . This ensures your entire website is visible to search engines and potential customers, maximizing your reach. 6. Control User Flow and Encourage Conversions Strategic internal linking isn't just about SEO; it's about marketing too. By carefully choosing which pages to link to, you can subtly guide users toward specific actions (like subscribing to your newsletter, contacting you for a quote, or making a purchase). These strategic flows can significantly improve your website's conversion rate, turning website visitors into paying customers of your business . Get Started with Internal Linking for SEO Internal linking may seem like a technical detail, but its impact on your small business's SEO success is undeniable. Here are some additional tips for getting started: Use relevant anchor text : Don't just link with "click here." Use descriptive text that accurately reflects the linked page's content. Link naturally : You can’t force links where they don't make sense. Focus on creating a smooth user experience . Vary your link structure : Use a mix of internal links, including homepage links, contextual links within articles, and breadcrumb navigation. Monitor and analyze : Track your website's performance and adjust your internal linking strategy as needed. Ready to Paint Your Picture? Remember, internal linking is an ongoing process, not a one-time fix. For further guidance and support, True North Technologies is here to help! Contact our team to learn about how we put more than just marketing into our crafted services. We cannot wait to hear about you and your journey, so reach out today !

A robust and dynamic online presence is paramount for the success of any business (big or small). One foundational element behind a great online footprint is your company’s Google Business Page. This enhances your visibility online while quickly providing essential information to potential customers. Today, we'll guide you through the process of creating a Google Business Page, helping you make a strong first impression! 1. The Significance of a Google Business Page Before diving into the 'how,' let's explore the 'why.' A Google Business Page is a virtual storefront that provides a quick snapshot of who, what, and where you are. This page is particularly crucial for local businesses , as it significantly influences local search rankings. Having a Google Business Page not only boosts your online visibility but also establishes trust with your consumers. When people search for a product or service near them, they often turn to Google Search or Maps. An accurate and up-to-date business page helps them make informed decisions, leading to increased foot traffic and conversions. 2. Setting Up Your Google Account The first step in creating a Google Business Page is having a Google Account. If you don't have one, fear not; the process is simple. Just make sure that the email address you use is a company-owned one that’s used to manage other business accounts. This will help you maintain consistent logins and help your employees not need to use your personal email address. With your Google Account in hand, go ahead and log into Google’s Business Profile Manager. Simply type 'Google My Business' into the search bar, or head directly to their website (just go ahead and bookmark it). Click on the 'Manage Now' button to begin the process of claiming or creating your business page. 3. Claiming or Creating Your Business Page Depending on your business, you may find that Google has already generated a basic page for you. If there already is a basic page set up, just claim and make it your own! Otherwise, you can just create a new page from scratch. Make sure you use the correct name, address, phone number, website, and hours of business. Accuracy is key here, as this information is often the first touchpoint you have with potential customers. Double-check your details, so they match your other digital channels. This consistency helps customers find you across the web and boosts your credibility with Google’s crawler. If your company doesn’t have a physical storefront, don’t worry! You can actually select an approximate location (like "Lincoln, Nebraska metropolitan area”) instead of an address. This will help customers find you when they search for your service area’s keyword and won’t direct them to a physical location. If you run a mobile service business, for example, you should select this option. 4. Optimizing Your Business Information Now that the basics are in place, it's time to optimize your Google Business Page for maximum impact. First, add a compelling business description that not only informs and engages your audience. Additionally, incorporate relevant keywords into your description to enhance your page's search engine optimization (SEO) . Make sure you choose the best categories to accurately represent your business. These categories must reflect the keywords your customers will search for, so choose wisely. Additionally, upload high-quality images that showcase your products, services, and storefront. This often legitimizes a business to searchers, showing them that you’re in it for the long haul. Regularly update your business information, especially if there are any changes in your operating hours or location. Keeping your page current shows customers and search engines that your business is active and reliable (which is important for your SEO). 5. Managing Customer Reviews Finally, your customers’ reviews will be the ongoing metric that helps searchers know if you’re the right choice. Encourage satisfied customers to leave positive reviews and promptly address any negative feedback. While you may be tempted to delete negative reviews, Google restricts this to certain circumstances. This policy is intended to promote transparent and authentic feedback , which includes both reviews and responses. If you ever receive a negative review, it’s best to respond with a courteous request for them to email you so can “learn how to make the next visit a five-star one.” This is our copywriter, Derek’s, favorite line since it communicates an authentic desire to be better and learn for the future. However, Google will delete reviews if they fit certain criteria by containing: Inappropriate or irrelevant information. Fake or spam content Conflicts of interest Personal information Promotional content If you ever receive a response like this, reply to it using a kind message like Derek uses, but also request for Google to delete it. You should include comprehensive information about why an illegitimate review should be removed. 6. Posting Updates Finally, you can consistently engage with your audience by regularly posting updates on your Google Business Page. These updates can take various forms, from announcements about new products or services to special promotions and events. This is extra important because Google often rewards businesses that consistently update their pages by improving their visibility in local searches. When writing and posting your Updates, always be sure to: Establish a posting schedule that works for your business (we recommend weekly posts) Include a high-quality image or graphic to capture a user’s attention. Encourage engagement by adding a clear call-to-action Share positive customer reviews to reinforce trust and highlight positive experiences Tailor your updates to align with seasons, holidays, or current trends. Maintain Your SEO & Google Business Profiles A Google Business Page is an indispensable digital marketing tool for small business and their SEO strategy. Don’t wait any longer, get started today and make your mark on the web! We’d be proud to help you hone your digital marketing and get the word out to your audience. We’re proud to have helped a diverse array of businesses and organizations get the word out and revolutionize their advertisements. Book a meeting with our team so we can learn about you, your company, and how you want to change the status quo .

Across 2023, a year dominated by ever-changing marketing trends, our team buckled down and focused on more than marketing. From our web designer integrating a whole new web platform to our copywriter not succumbing to ChatGPT’s allure, Lincoln’s businesses reaped the benefits of expert digital advertising. Here’s some of what we learned from an off-the-wall year, and how we’re moving forward into 2024! A Brand-New Website & SEO Presence – LP Fitness Stop by LP Fitness, and you’ll be blown away. Headed up by visionary coach Liza Mendoza-House, this inclusive gym has reshaped Lincoln’s fitness scene. With an expert crew of motivational coaches, this award-winning gym has helped many Lincolnites kickstart and maintain their body transformation. Liza came to us with a challenge to reshape her website and kickstart her SEO presence. We took that on by getting familiar with her gym’s unique approach to personal nutrition and body transformations. Paired with a brand centered around positivity and personal motivation, this was a gold mine just waiting to be unearthed. Ever since LP Fitness worked with TNT to redesign their website and kickstart ongoing SEO management, they’ve seen results :  54% of traffic was from Organic Search 57% of sessions were from Organic Search Organic Searchers browsed for 1 minute & 16 seconds Direct Searchers browsed for 1 minute & 3 seconds An organic performance like this is perfect for getting Liza’s brand-new site in front of more clients, helping her gain more subscriptions. We’ve enjoyed working with LP Fitness and are looking forward to seeing how Liza guides Lincoln’s fitness community forward! A Revived SEO Presence – Generation V E-Cigarettes and Vape Bar Generation V (aka “Gen V” or “that dope vape shop”) is the Midwest’s best vaping goods retailer, with many award-winning locations across Lincoln. Their people-focused service and authentic care for helping others kick cigarettes to the curb are unlike any other vape shop. With expert leadership under Sarah Linden, this locally focused business has been able to expand its presence and service across Iowa and South Dakota. Generation V knew they needed to revitalize their SEO campaigns and get a corner man in the ring. With an ever-expanding suite of competitors, search engine visibility has become more important than ever. That’s where True North’s team came in to help Gen V oversee all 19 of their locations across Google. If any business manages a physical presence for their customers, they MUST manage a Google Business Profile (GBP) if they want any hope to succeed. To truly optimize their GBP(s), a business must at the very least: Courteously respond to reviews (positive and negative ones) Encourage customers to leave a five-star review (the more, the better) Add new content weekly (through Updates or new photos) Insert unique information across different profiles Keep their profile verified Well, the best collaborations are made with the best people. In Generation V’s hometown of Lincoln, all their locations consistently rank as some of the top 10 vape stores across Google Maps. By following benchmarks like these, True North and Gen V (hey, the client sometimes has to help) were able to get to the top of Google’s listings, setting the bar for Lincoln’s vaping community. A Top-Down Website Rehaul – Block & Beam Finally, Block & Beam is the Lincoln area’s premiere egress window and foundation repair specialist. Led by Dallas, they’re ready to take on any challenge at its foundation. With an original website that looked like one of Ye's album covers (2016’s The Life of Pablo if anybody’s curious), Dallas came to us looking for a new direction. Our web developer, Dylan, looked at Block & Beam’s tenured artistry and saw a story just waiting to be told. That’s why they tasked True North’s copywriter, Derek, to form a well-written story on top of the digital foundation. Dylan was able to craft a website using meticulous layouts and designs, integrating copy from Derek. The result... a new site that helped bring Dallas’s experience to life, giving his brand a space to shine online! We’ve Learned From 2023’s Marketing Trends Needless to say, our team is charging into 2024 and ready to go! From programming to writing, they’re all passionate about helping businesses beyond Lincoln grow and prosper. Give us a ring if you’re looking to expand your digital presence beyond what was possible for a local business. We cannot wait to meet you!

In today's digital age, online reviews have become an essential part of the consumer decision-making process. Small businesses greatly benefit from positive online reviews as they can significantly impact their reputation, visibility, and success. Among various platforms, Google reviews stand out in establishing credibility and attracting customers. So, we’ll explore the importance of online reviews, particularly on Google, for small businesses and discuss strategies to gain organic customer reviews. Build Trust and Credibility Positive online reviews act as social proof since customers are more likely to choose a business with a solid reputation. Google reviews particularly carry weight due to the search engine's wide reach. So encouraging customers to leave reviews on Google can significantly enhance your small business's online reputation. Plus, Google reviews play a crucial role in SEO (search engine optimization) efforts. Google uses reviews as a ranking signal, and businesses with more positive reviews often receive higher rankings. Therefore, the quantity and quality of your Google reviews impact your visibility in local search results. By actively encouraging customer reviews, small businesses can improve their online visibility and attract organic traffic. Enhance Customer Engagement Customer reviews provide valuable insights into your customers' needs, preferences, and pain points. Online reviews can help identify areas of improvement and highlight aspects that are working well. Plus, engaging with customers through positive responses demonstrates your commitment to excellent customer service. By actively responding to reviews, small businesses consequently foster a sense of trust and loyalty among customers. Accumulate Organic Customer Reviews To gain organic customer reviews, any small business can employ particularly effective strategies through its Business Profile . This imperative channel allows you to maintain a cultivated presence on Google Search & Maps, improving your local SEO . The key lies in providing a seamless and positive customer experience, actively engaging with customers, and making it easy for them to share their opinions. Remember, each customer review is an opportunity to showcase your organizational strengths, address any weaknesses, and attract new customers. 1. Create a Review-Friendly Environment Foster an atmosphere where customers feel encouraged to leave reviews. Train your staff to ask for feedback after a positive experience and guide customers on how to leave a review. Additionally, display signage and links across your digital platforms to make the review process seamless. 2. Offer Incentives Consider implementing a customer loyalty program or offering a small incentive to motivate customers to leave reviews. It could be a discount on their next purchase or a freebie. However, it's crucial to ensure that any incentivized reviews comply with Google's guidelines. 3. Engage With Customers Actively respond to both positive and negative reviews in a timely and professional manner. Show appreciation for positive feedback and address any concerns or issues raised in negative reviews constructively. By engaging with customers through review responses, you demonstrate your commitment to exceptional customer service and subsequently build trust among potential customers. 4. Leverage Email Marketing Capitalize on your existing customer base by sending follow-up emails after a purchase or service experience. In these emails, kindly request feedback and provide direct links to your Google review page. Furthermore, make the process as simple and hassle-free as possible to encourage customers to share their experiences. 5. Utilize Social Media Leverage the power of social media to promote your Google review page. Encourage your followers to leave reviews and share positive experiences with your business. Lastly, actively engage with users who mention your business on social media and kindly request them to leave a review. Handle Negative Reviews Positively While positive reviews are valuable for small businesses, negative reviews can also present an opportunity for growth and improvement. Positively handling negative reviews is crucial for maintaining a good reputation and showcasing your commitment to exceptional customer service. Here's why it's essential and how you can effectively address negative reviews . 1. Turn Negatives into Positives Negative reviews may initially seem detrimental, but they provide an opportunity to showcase your dedication to customer satisfaction. When potential customers see how you handle criticism and resolve issues, it builds trust and demonstrates your commitment to making things right. 2. Respond Promptly and Professionally Timely responses are crucial when addressing negative reviews. Aim to respond within 24-48 hours to show that you value feedback and are committed to resolving any concerns. Respond in a professional and empathetic manner, acknowledging the customer's experience and simultaneously expressing a sincere willingness to assist. 3. Take the Conversation Offline When addressing negative reviews, it's important to take the conversation offline to privately address specific concerns. Provide contact information or direct the customer to a customer service representative who can work with them directly to resolve the issue. This demonstrates your commitment to resolving problems and alleviates potential public back-and-forth exchanges. 4. Address the Issue and Offer Solutions In your response, address the specific concerns raised in the negative review. Apologize for any inconvenience caused and offer an explicitly genuine solution. By showing a willingness to rectify the situation, you exhibit your commitment to customer satisfaction and highlight your dedication to resolving issues. 5. Learn from and Listen to Feedback Negative reviews often provide valuable insights into areas where your business can improve. Take any feedback constructively and simultaneously use it as an opportunity to evaluate and enhance your products, services, or processes. Demonstrating that you take customer feedback seriously can help restore customer confidence and even transform negative experiences into positive ones. 6. Follow Up with a Reassessment Once the issue has been addressed, encourage the customer to reassess their experience or update their review. This allows you to showcase your commitment to resolving issues and turn a negative review into a positive one. Additionally, potential customers who see the negative review will notice you took the necessary steps to rectify the situation. Reach out to our Talented Team! In today's digital landscape, online reviews, especially those on Google, play a vital role in helping small businesses thrive. They build trust, improve visibility, enhance customer engagement, and provide valuable insights. By actively seeking and encouraging organic customer reviews, small businesses can establish a strong online presence, attract new customers, and foster long-term success. If you’re unsure of where to start with your business’s digital marketing, then we encourage you to reach out to our team for more information today. We’re more than happy to guide you through our services , past work , and how we can increase your visibility. Embrace the power of online reviews, implement effective strategies, and watch your small business flourish in the competitive digital world.

Allow us to explain what Google Analytics 4 is, what it can do, and how it can help you improve your digital marketing strategy.

Learning how to write SEO-friendly blog posts takes some time. Simply republishing content that you find personally interesting is unlikely to get Google’s praise. Since regularly published content is a cornerstone of any good SEO strategy, let’s outline how to write SEO-friendly blog posts for your website.

Fellow small business owners often ask us, “SEO vs PPC: which one is better?” This is a tough question to answer because each has their own pros and cons. Let’s explore SEO vs PPC as well as some of their unique advantages and disadvantages.

There are many different types of Google ads available today. Some are easier to manage than others, but they all require a clear goal to be effective. Knowing which types of Google ads serve which purposes will empower you to get the most out of your advertising budget.

An Apple Maps business listing is a truly powerful asset for companies. It bridges the gap between seller and seeker, especially in local contexts. Plus, most Americans prefer Apple smartphones, making this an ideal target market. Here’s a short walkthrough of how to add your business to Apple Maps.

There are many ways to promote a company online. For example, accessible resources like social media platforms easily connect diverse audiences with their favorite brands. This is important because the average American spends over 7 hours online each day. Businesses which meet customers online are better positioned to benefit from this fact. Another useful tool is a Google Business Profile , which helps consumers find companies on the popular search engine. It’s a major component of any good SEO strategy , and it’s essential to optimize it for your organization.