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Why Cost of Customer Acquisition is the most important startup metric ?

The cost of customer acquisition (CAC) means the price you pay to acquire new customers. In its simplest form it can be worked out by: dividing the total cost associated with acquisition by total new customers, within a specific time period.

Monthly Cost to Acquire Customers = Monthly Customer Acquisition Costs / New Customers

What the CAC Metric Means to You

The cost of customer acquisition (CAC) is important for both companies and investors. Investors use the cost of customer acquisition to analyze the scalability of a new sass technology. They can determine a company’s profitability  by looking at the difference between how much money can be extracted from customers and the costs to extract it.

Investors view internet-based companies through the same lens. The are concerned with the current relationship, not on feature promises of improving the metric.

The business model viability, in the majority of startups, will come down to balancing two variables:

Successful SaaS businesses have long understood these metrics.

We are always over optimistic

To be an entrepreneur requires great optimism, and belief in how much customers will love your product. Unfortunately this same attribute can also lead entrepreneurs to believe that customers will beat the path to their door to purchase the product. This sometimes causes them to grossly underestimate the cost it will take to acquire customers.

To start the customer acquisition engine requires a series of steps like SEO, SEM, PR, social marketing, direct sales, channel sales, etc.

Innovative ways to get customers

Many companies realized the importance of lowering the cost of acquiring customers, they innovated the way they acquire new customers with the techniques described below:

Conclusions

If you are planning your next startup, you can’t afford to ignore the cost of customer acquisition.Once you have proven the business model, hit the accelerator pedal, and invest as much as you can afford before the competition realizes what you have done.

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How to build links to your website ?

Before we start talking about link building strategies let’s define what link building is. Basically when you are looking to rank organically through search engine optimization, mainly you are optimizing for Google, because Google is the biggest search engine at least in US.

Now if you are in other countries such as Russia or China it’s a different story there, but for the sake of this post we’re gonna be talking about Google.

Google’s algorithm is based of links. If you want to rank highly when people are searching for your keyword, the ideal ranking in the search result is always the first, second or third in the rankings. You want this positions because they have the highest click through rate.

Google mentioned a while back that the top two factors for ranking and performing well in organic search results is: number one content, number two links. Now the questions is how do you go about acquiring this great links. The links are essential votes of confidence, just keep in mind even though you are building links not all links are created equal they are still votes of confidence, but the links from websites with higher authority have more weight. Google knows how to discern the authority of each website out there and each website is weighed differently. A link from entrepreneur.com will be very different from a blog that is first starting out. A lot of nuances around link building but for the sake of this post we are gonna talk about how to go and acquire great links.

Reach out

One of the strategies you can use to build links  is going to ahrefs.com, put in my competitor’s URL and see who links to them. Ahrefs.com then ranks those links based on the domain authority. The higher the domain authority, 100 being some of the best websites and 0 being a site with no domain authority. The domain authority is like a Richter scale there is a huge difference between a 4.0 and a 5.0 and even a bigger difference between a 5.0 and a 6.0, the difference is exponential.

The next step is head up to each one of those sites manually and send the owner an email telling them that you have noticed the link on their website and that you have a similar product or service worth checking out. If you use this tactic and you send out 100 of email and it really takes 100 of emails to start seeing results. If you are emailing relevant sites, for every 100 sites that you are emailing out, roughly 3 in the low end and 7 in the high end should link back to you.

Sending such a large number of emails can be a daunting task. There are tools out there, one of them is called outreach.io and persistiq is another good one.Thise tools basicaly send emails out for you, and the whole process is automated, it will stop if somebody replays to you but if they don’t they continue to move them further down the sequence.

Keep in mind whenever you are using one of this tools you don’t want to automate to much of it. You want to have a sense of personalization because everybody can sense it when the process is automated.

Guest posting

Guest posting is another way to acquire great links.  If you follow any SEO blog you probably heard of guest posting. Guest posting is just a matter of posting on sites that are relevant to you.

You don’t have to aim for the highest ranking sites or the biggest site. You can go for sites that are a little smaller. Reach out to them say that you will love to contribute with some content to their website. Everybody loves new content, you may event send a post that you have witter already, that shows that you have done the work. So ultimately when you are reaching out to people you are asking for a favor and you want to make everything easy for them.

The key thing for any type of link building is not to think about it as just  a process of acquiring links, but think about it as relationship building process instead. Once you are thinking about it at a higher level, you will be able to get links back to your website more easily.

You can use a tool like Google Search to look for sites that are a good fit for your guest posts. There is a lot of different sites out there that need more content and guest posting is just an other way to get it.

One thing you should keep in mind about guest posting is, if you use guest postings to manipulate Google rankings you won’t do well. Don’t just guest post to build links. Guest posts can also be used to drive signups and boosts your brand.

Broken links

The third strategy is based on broken links, if you think about how the web works and how thousands of sites go down every single day, probably not as many but still. This are sites that are not renewing their domain, and a lot of those sites have links pointing to them. You can use a broken link checker, there are a lot of tools out there that can help you find broken links within your space.

Let’s say you are into the travel niche you go and find broken travel links, you then take those urls that are broken and  put them in archive.org way back machine. What archive.org does it allows you to view sites that are no longer around. You can then take that page make a better version of it  and put it on your website. You don’t want to just copy it verbatim, but you want to improve up on it, use your own words, make it better, and then you can email each of the sites with broken links. It’s that simple if you do it in quantity you will get a lot of links.

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Website social media optimizations

We often hear about website and search engine optimization, but website social media optimization hasn’t quite made it into the mainstream vernacular. Whether you’ve heard the term or not, you may already optimizing your social media posts every day.

Metadata can be an easily overlooked facet of social marketing, pawned off on the web developer or SEO specialist, but if you’re the one responsible for content being shared on social, then this should fall squarely on your shoulders.

When we think about metadata, we think of SEO and search engines crawling a website, but metadata is just as useful to the social marketer. When a link to your site – be it a blog post, product, or homepage – is shared to a social network, that network collects specific data about the page.

Good metadata can make the difference between a post that gets shared, and one that doesn’t.

Schema.org website metadata

Schema.org provides a collection of shared vocabularies websites can use to mark up their pages in ways that can be understood by the major search engines: Google, Microsoft, Yandex and Yahoo!

Your web pages have an underlying meaning that people understand when they read the web pages. But search engines have a limited understanding of what is being discussed on those pages. By adding additional tags to the HTML of your web pages—tags that say, “Hey search engine, this information describes this specific movie, or place, or person, or video”—you can help search engines and other applications better understand your content and display it in a useful, relevant way. Microdata is a set of tags, introduced with HTML5, that allows you to do this.

Schema.org guidelines can be found here: http://schema.org/docs/gs.html

Facebook website metadata

Most content is shared to Facebook as a URL, so it’s important that you mark up your website with Open Graph tags to take control over how your content appears on Facebook.

Without these tags, the Facebook Crawler uses internal heuristics to make a best guess about the title, description, and preview image for your content. Designate this info explicitly with Open Graph tags to ensure the highest quality posts on Facebook.

Here’s an example of content formatted with Open Graph tags for optimal display on Facebook:

<html prefix="og: http://ogp.me/ns#">
<head>
  <meta property="og:title" content="My Shared Article Title" />
  <meta property="og:description" content="Description of shared article" />
  <meta property="og:url" content="http://example.com/my_article.html" />
  <meta property="og:image" content="http://example.com/foo.jpg" />
</head>
<body>
   …
</body>
</html>

Twitter website metadata

Any users who Tweet links to your content will have a “card” added to the tweet that’s visible to all of their followers. For instance, here’s how The Verge’s Twitter card carried its information right into my Twitter stream when I shared a recent article there.

With 9 different card types to choose from, you can use Twitter cards to ask your audience to do things like:

Right now there are 10 types of Twitter cards that cover a lot of different ground for different types of Twitter publishers as well as different marketing goals. Find out more on the twitter dev website: https://dev.twitter.com/cards/overview

<meta name="twitter:card" content="summary" />
<meta name="twitter:site" content="@flickr" />
<meta name="twitter:title" content="Small Island Developing States Photo Submission" />
<meta name="twitter:description" content="View the album on Flickr." />
<meta name="twitter:image" content="https://farm6.staticflickr.com/5510/14338202952_93595258ff_z.jpg" />

Linkedin metadata

If you are a content author and want to improve the results when you or anyone else shares your content on LinkedIn, you can control what LinkedIn (and most other major content sharing platforms) will present in the share by including the Open Graph standard’s <meta> tags in the <head> of your HTML page.

If Open Graph tags are present, LinkedIn’s crawler will not have to rely on it’s own analysis to determine what content will be shared, which improves the likelihood that the information that is shared is exactly what you intended.

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Common SEO Issues

Meta title

Your page’s meta title is an HTML tag that defines the title of your page. This tag displays your page title in search engine results, at the top of a user’s browser, and also when your page is bookmarked in a list of favorites. A concise, descriptive title tag that accurately reflects your page’s topic is important for ranking well in search engines.

<title>Not a Meta Tag, but required anyway </title>

Meta Description

You should include this tag in order to provide a brief description of your page which can be used by search engines. Well-written and inviting meta descriptions may also help click-through rates to your site in search engine results.

Your page’s meta description is an HTML tag that is intended to provide a short and accurate summary of your page. Search engines use meta descriptions to help identify the a page’s topic – they may also use meta descriptions by displaying them directly in search engine results. Accurate and inviting meta descriptions can help boost both your search engine rankings and a user’s likelihood of clicking through to your page.

<meta name="description" content="Awesome Description Here">

<h1> Headings

H1 headings are HTML tags that are not visible to users, but can help clarify the overall theme or purpose of your page to search engines. The H1 tag represents the most important heading on your page, e.g., the title of the page or blog post.
<h1> Awesome Title </h1>

<h2> Headings

H2 headings are HTML tags that are not visible to users, but can help clarify the overall theme or purpose of your page to search engines. The H2 tag represents the second most important headings on your page, e.g., the subheadings.

<h1> Awesome Subtitle </h1>

Robots.txt

Check if your website is using a robots.txt file. When search engine robots crawl a website, they typically first access a site’s robots.txt file. Robots.txt tells Googlebot and other crawlers what is and is not allowed to be crawled on your site.Your site lacks a “robots.txt” file. This file can protect private content from appearing online, save bandwidth, and lower load time on your server. A missing “robots.txt” file also generates additional errors in your apache log whenever robots request one.

User-agent: *
Disallow:

Sitemap

Check if the website has a sitemap. A sitemap is important as it lists all the web pages of the site and let search engine crawlers to crawl the website more intelligently. A sitemap also provides valuable metadata for each webpage.Your site lacks a sitemap file. Sitemaps can help robots index your content more thoroughly and quickly. Read more on Google’s guidelines for implementing the sitemap protocol.

Broken Links

Check if your website has any broken or dead links. This tool scans your website to locate both broken internal links (pointing within your website) and external broken links (pointing outside of your website). Broken links negatively impact the user experience and damage your website’s overall ranking with search engines.

SEO Friendly URL

Check if your web page URLs are SEO friendly. In order for links to be SEO friendly, they should contain keywords relevant to the page’s topic, and contain no spaces, underscores or other characters. You should avoid the use of parameters when possible, as they make URLs less inviting for users to click or share.

Google’s suggestions for URL structure specify using hyphens or dashes (-) rather than underscores (_). Unlike underscores, Google treats hyphens as separators between words in a URL.

Image Alt Text

Check if images on your webpage are using alt attributes. If an image cannot be displayed (e.g., due to broken image source, slow internet connection, etc), the alt attribute provides alternative information. Using relevant keywords and text in the alt attribute can help both users and search engines better interpret the subject of an image.

<img src="http://leadbi.com/blog/wp-content/uploads/2016/10/seo_friendly_url.png" alt="SEO Friendly URL"/>

Inline CSS

Check your webpage HTML tags for inline CSS properties. Inline CSS property are added by using the style attribute within specific HTML tags. Inline CSS properties unnecessarily increase page size, and can be moved to an external CSS stylesheet. Removing inline CSS properties can improve page loading time and make site maintenance easier.

<p style="color:gray;">Awesome Description </p>

Deprecated HTML

Check if your webpage is using old, deprecated HTML tags.These tags will eventually lose browser support and your web pages may render incorrectly as browsers drop support for these tags.

<!-- deprecated tag -->
<applet code="Example.class" width="350" height="350">
Java applet that draws animated bubbles.
</applet>

Google Analytics

Check if your website is connected with Google Analytics. Google Analytics is a popular, free website analysis tool that helps provide insights about your site’s traffic and demographics.

Favicon

Check if your site is using and correctly implementing a favicon. Favicons are small icons that appear in your browser’s URL navigation bar. They are also saved next to your URL&#39;s title when your page is bookmarked. This helps brand your site and make it easy for users to navigate to your site among a list of bookmarks.

Backlinks

Check to view the backlinks for your website. Backlinks are any links to your website from an external site. Relevant backlinks from authority sites are critical for higher search engine rankings. Our backlink checker also helps identify low-quality backlinks that can lead to search engine penalties for your website.

JS Errors

Check your page for JavaScript errors. These errors may prevent users from properly viewing your pages and impact their user experience. Sites with poor user experience tend to rank worse in search engine results.

Social Media

Check if your page is connected to one or more of the popular social networks. Social signals are become increasingly important as ranking factors for search engines to validate a site’s trustworthiness and authority.

Advanced SEO

Microdata Schema

Check if your website uses HTML Microdata specifications (or structured data markup). Search engines use microdata to better understand the content of your site and create rich snippets in search results (which helps increase click-through rate to your site).Your web page doesn’t take the advantages of HTML Microdata specifications in order to markup structured data. View Google’s guide for getting started with microdata.

<div itemscope itemtype="http://schema.org/Book">
<span itemprop="name"> Awesome Book </span>
<span itemprop="author">Awesome Author</span>
</div>

Noindex Tag

Check if your web page is using the noindex meta tag. Usage of this tag instructs search engines not to show your page in search results.

<meta name="robots" content="noindex, nofollow">

Canonical Tag

Check if your web page is using the canonical link tag. The canonical link tag is used to nominate a primary page when you have several pages with duplicate or very similar content.

<link rel="canonical" href="http://example.com/blog" />

Nofollow Tag

Check if your web page is using the nofollow meta tag. Outgoing links marked with this tag will tell search engines not to follow or crawl that particular link. Google recommends that nofollow tags are used for paid advertisements on your site and links to pages that have not been vetted as trusted sites (e.g., links posted by users of your site).
<a href="http://www.example.com/" rel="nofollow">Link text</a>

Disallow Directive

Check if your robots.txt file is instructing search engine crawlers to avoid parts of your website.

The disallow directive is used in robots.txt to tell search engines not to crawl and index a file, page, or directory.our site lacks a “robots.txt” file. This file can protect private content from appearing online, save bandwidth, and lower load on your server. A missing “robots.txt” file also generates additional errors in your apache log whenever robots request one.

User-Agent: *
Allow: /wp-content/uploads/
Disallow: /wp-content/plugins/
Disallow: /readme.html

SPF Records

Check if your DNS records contains an SPF record. SPF (Sender Policy Framework) records allow email systems to verify if a given mail server has been authorized to send mail on behalf of your domain. Creating an SPF record increases email delivery rates by reducing the likelihood of your email being marked as spam.

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