Have you Googled your business lately? What you discover might be surprising.

Have you googled your business name lately?

Just recently I ran a Google search for a client’s business, just to see how and where the business showed up online. 

Just in the first two pages of search results, I found the business mentioned in 28 different places. I told this client – he had no idea!

Worse, on most of the directory sites, the details of the business were either incomplete, or just plain wrong. 

And that’s bad, for a whole lot of reasons. 

HINT: enter your business details in our FREE Rankrr tool and see how your business shows up online.  You’ll find it here. 

Inaccurate business details on directories can significantly impact a website’s SEO (Search Engine Optimization) in several ways:

  1. NAP Consistency: NAP stands for Name, Address, and Phone Number. Search engines like Google prioritize consistency and accuracy of this information across different directories. When there are discrepancies in these details (e.g., different addresses, phone numbers, or business names), search engines may struggle to determine which information is correct, leading to confusion and potentially lowering the website’s search ranking.

  2. Trust and Credibility: Search engines aim to provide users with accurate and reliable information. Inaccurate business details across directories can undermine the trustworthiness and credibility of a website. Users may hesitate to engage with a business that has conflicting or incorrect information listed in various directories, affecting the website’s traffic and conversions.

  3. Local SEO Impact: For businesses targeting local customers, accurate directory listings are crucial. Search engines rely on these directories to validate a business’s location and relevance for local searches. Inconsistent information can harm local SEO efforts, causing the website to rank lower in local search results or even be excluded from local pack listings (the map-based results shown for local queries).

  4. Duplicate Listings and Confusion: Inaccurate details might lead to the creation of duplicate listings for the same business across directories. This duplication can confuse search engines and users, diluting the website’s authority and potentially leading to penalties by search engines for having duplicate or inconsistent information.

  5. Impact on Citations: Citations are mentions of a business’s NAP details across the web, and they play a significant role in local SEO. Inaccurate information can result in inconsistent citations, undermining the website’s authority in local searches and impacting its ranking.

  6. User Experience: Beyond SEO, inaccurate business details can affect the user experience. Visitors might encounter difficulties contacting or locating the business, resulting in frustration and potential loss of customers.

To mitigate these negative impacts, businesses should regularly audit and update their information across various directories and ensure consistency in NAP details. Maintaining accurate and consistent information not only improves SEO but also enhances the overall user experience and credibility of the business.

HINT: enter your business details in our FREE Rankrr tool and see how your business shows up online.  You’ll find it here. 

all in one digital management system

Online ads that work – sometimes TOO well.

Want help with your digital advertising? Click here for more info!

You can post like a man (or woman) possessed in social media. You can network like crazy, you can post videos on Tik Toc till you’re blue in the face.

You can run yourself ragged using all these ‘free’ platforms in an effort to generate leads and sales for your business. But if you’re really serious about marketing your business, then sooner or later you’re going to have to use PAID advertising.

And if you’re trying to attract new customers, there are really only TWO digital platforms worth spending a lot of energy on; Google, and Facebook/Instagram. 

You can post like a man (or woman) possessed in social media. You can network like crazy, you can post videos on Tik Toc till you’re blue in the face.

You can run yourself ragged using all these ‘free’ platforms in an effort to generate leads and sales for your business. But if you’re really serious about marketing your business, then sooner or later you’re going to have to use PAID advertising.

And if you’re trying to attract new customers, there are really only TWO digital platforms worth spending a lot of energy on; Google, and Facebook/Instagram. 

Google or Facebook ads?

For the purposes of this exercise, I’m going to concentrate on Google.

Because Google is the default go-to platform when people are searching for a product or service in their area.

Unless you really know what you’re doing in the back end of the Google ads dashboard, you can waste a lot of money and time. Yes, it’s complicated, it’s easy to make mistakes, and mistakes can cost money.

But if you get it right, you can really knock it out of the park.

The first metric you want to pay attention to is something called the Click Through Rate, or CTR.

That’s the number of clicks the ad gets as a percentage of the number of times the ad is shown when people search.

Now, according to Google’s vast knowledge-base, the average CTR for all the billions of ads shown every day is somewhere between 4% and 6%.

This is the AVERAGE click through rate for Google ads

So how would you like to get a CTR of twice or even three times that? 

Here’s an ad my team devised for a new gutter-cleaning business: 

This is a Google ad that's working well

In a little over 3 weeks since the ads started running, they’ve been shown just under 300 times, and 52 people have clicked on them and gone through to the business’s website. 

That’s a click through rate of nearly 18%, three times the Google average.  Each click has cost the business $7.68, which is fine, because each sale made is worth many hundreds of dollars.  

Here's an excellent Google ads result.

Here’s another example. This is a liquid waste management company. One of their main revenue sources is pumping out septic tank systems. 

Google ad that gets great results

Their average CTR for the past month is 10.66% – pretty good. But some of their keywords are producing huge CTRs, up to 44%:

best performing keywords

Of course, there’s a LOT more to it that just click through rates. What you’ll pay for each click depends on many variables, for example how much compeititon you face in your target market.

Another crucial thing: 

Simply setting up a series of Google ads and sending clicks to the home page of your website and hoping for the best isn’t really going to cut it.

It’s usually best to have a dedicated landing page designed specifically to take traffic from the Google ads.

For example, the ads for the liquid waste management company above send people to a specific page on their website that ONLY talks about septic tanks. You can check it out here: https://shepvts.com/septic-tank-pump-out/

Greg and Digby the Australian Cobberdog
Greg Milner signature

Need help with your digital advertising? Click the button below and book a FREE one-on-one Zoom call with Greg.


The right way, and the dumb way to market anything

The right way, and the dumb way to market anything

In my home town, Dunsborough, a coastal holiday destination in the south-west of WA,  there’s great community concern about developers and their plans to build multi-storey blocks of million dollar apartments. Both the townspeople and the local council are against it. Recently we held a public rally to demonstrate support for the council’s proposed amendment to limit heights to three storeys or less.

No fewer than 1,000 people turned up at that rally, a huge turnout considering the entire town’s population is less than 9,000.
Marketing to attract a crowd
The reason so many turned up was simple: a well coordinated, multi-media marketing campaign launched ten days before the event. We ran ads on Facebook and Instagram, volunteers delivered thousands of hard copy flyers, we had mainstream media coverage and an ad in the local paper, as well as widespread viral comment generated on Facebook.
People turned up with home-made posters, we had the local radio station board, as well as TV coverage.
The rally had a big impact. It drew comment from the state Minister for Planning, and wide support from the local council.
It took an enormous effort, with the resultant big payoff.
huge crowd at rally
Yet it’s remarkable how many businesses never figure this out. 
Last month, a development company proposing to turn acres of local farmland into housing estates decided they would do the right thing and hold a ‘community consultation’ session about their plans.
They sent an email – one lazy email – to 1,000 people announcing the date and location for the information session. That was ALL they did.
On the day, just ten people turned up. Ten. And self-righteously, the developer claimed they’d done their job, and the community clearly wasn’t interested. No, they didn’t do their job. If they had, they would have had people queuing up.
Here’s the lesson: 
If you want to make an impact, you have to get the attention of the market.
And that means taking Massive Action.
And repetition.
A single email just doesn’t cut it. More than half will end up in junk folders. Of what’s left, 80% will be ignored. And most of the small number of people who actually read the email will have forgotten about it within half an hour.
No follow-up, no result.
Successful marketing isn’t about doing one thing – one email, or one Instagram post, or one text message, or one of anything, for that matter, then sitting on your hands and expecting a stampede of customers beating down your door.
Neither is it about doing one thing now, waiting a month and doing something else next month.

Success requires a hundred different things, all done simultaneously.

In business, less is not more. More is more.
Scammers, Liars and Thieves Online

Scammers, Liars and Thieves Online

I don’t email much these days, mainly because people get enough junk trying to sell them something. And to be fair, some of it is good stuff. But sometimes I’m compelled to write when something as egregious as this pops up in my own online world.

I suppose there might, just might, be a tribe of pygmies somewhere deep in the Amazon forest that hasn’t yet been the target of online scammers.

But for the rest of us, it’s a daily battle to decipher truth from fiction. And dangerous fiction at that.

So here’s a head’s up: if you get a notification from Meta in your Facebook account that looks like this, DO NOT CLICK ON ANY LINKS!

Have you received this scam on Facebook?

This screenshot was emailed to me this morning by one of our long-term members in Queensland, alarmed that her Facebook post wishing clients a happy Easter had somehow violated Meta’s policies.

It was suspiciously similar to “alerts” that had popped up in my own feeds, as well as those of several other close colleagues, so I ran it by Worldwide Salon Marketing’s specialist social media guru, Samantha Buckley.

“Definitely a scam. Delete and don’t click!” she said.

These frauds look legitimate because they use a post on a Facebook Page as the landing page for the phishing scam, which then redirects users to another site.

Another one looks like this:

They are trying to steal your identity, and ultimately, your money.

Be cautious. Don’t click on any links unless you absolutely, positively KNOW it’s legitimate.

And if you need any help with any Facebook, Meta, Instagram or other social media challenges, get in touch. We can assist, and set your mind at ease.

And don’t click any suspicious links this Easter!

Click here to Book a FREE 30 minute ZOOM strategy session in Greg’s calendar! 

Greg Milner, Founder, Worldwide Salon Marketing

Greg Milner, 
Founder, Worldwide Salon Marketing

Puppy Love – How to Sell on Emotion, Not Logic

Puppy Love – How to Sell on Emotion, Not Logic

Digby the Australian Cobberdog

About 18 months ago, the Milner household acquired a new member; an Australian Cobberdog puppy we called Digby, after my late father.

He rules our life, tells outrageous lies, and steals everything that’s not nailed down. But of course, we adore him. It’s hard not to fall instantly in love with a puppy.

There’s an old saying in marketing; if you wan to sell an expensive, ‘luxury’ product, sell on emotion, not logic. And there’s no wallet-opening buying decision more emotional than looking into the eyes of a cute pup.

6 weeks old and super cute

Digby came to us from Western Australia’s only breeder of Cobberdogs, Deb Reuben’s Alkira Australian Cobberdogs in Margaret River. Digby’s sister Daisy had given birth to six girls, they’d be ready to go to new homes in a few weeks, and Deb had no buyers lined up.  Since we already manage the marketing for another business of Deb’s, she approached us for help. These puppies would be ready for new homes in just three weeks

My gun digital marketing specialists took over. Within days, Deb had a flood of inquiries, deposits paid, and more coming in. 

Here’s how that happened: 

First, I told Deb she must record a short video with the pups. I wanted this for a landing page, to take inquiries from a Google ad campaign we were about to set up. 

By the following day, we had that video:

Next, I told Deb to get testimonial videos from owners of earlier puppies she’d sold.

Here’s just one of them:

Using those videos, including one from me and Michelle with Digby, my team built a landing page to take inquiries.

Go here to take a look at that page.

Once the landing page was ready to take traffic, our digital advertising specialist Golda created a targetted series of Google ads. They look like this: 

Google ad for the puppies

Within days, Deb’s inbox was filling with inquiries like this:


From Ursula in Shoalwater:

From Ursula in Shoalwater:

I am very interested in your breed and would love to talk to you about a puppy. I am in touch with a Labrador breeder and was doing some research and came across the Australian Cobberdog I am 52 live in Shoalwater I haven’t had a dog for a while as I was doing a lot of travel … I am ready for a dog again and would like to train it to be a therapy dog – I have already looked into the training in Melbourne. But even if we don’t go that route I am VERY interested in your puppies and the breed.

From Teena

From Teena

I am very interested to know if any of the puppies are still available and if so when we could view them. 

Want help with your digital marketing? 

Book a discovery call with Greg here!

Salon marketing: why emotion beats logic, every time.

The famous Shackleton ad that never ran

By now you would’ve seen the remarkable images of Sir Ernest Shackleton’s Antarctic exploration ship Endurance at the bottom of the Weddell Sea.

hackletonIt was one of the most amaing stories of human survival ever. All 28 members of the crew lived to tell the tale, after months stranded in the frozen Antarctic before they were finally rescued.
News of the ship’s discovery, two miles down on the ocean floor, reminded me of Sir Ernest’s famous newspaper ad, calling for crew for an earlier expedition to the south pole.

Now, there’s no evidence that the ad you see at the top of this post ever actually ran in a newspaper. But he may have submitted it to the London Times for publication, only to have reporters see it first, sparking a flurry of (free) publicity in newspapers all over England.

Shackleton’s ad didn’t even mention a product or service. Far from trumpeting overblown benefits and features, it actually went the other way, in a deliberate, well-planned and brilliantly-executed dare to the manliness of every red-blooded adventurous male in England.

The point is, the ad appealed to emotion, not logic. 

Emotional adveritising is something I’ve been banging on about for years. Too many owners of businesses, large and small, waste time and energy trying to convince their prospective customers of the logic of buying your products or services.

But people buy on emotion first, and rationalize it later with logic. 

“I bought the Porsche because it’s built solid,” you’ll hear some guy say, when what he really means is “I bought the Porsche because it makes me feel young again.”

why men buy Porsches

Creative Theft Department: I know what you’re already thinking…what has this got to do with my hair salon/day spa/nail bar/laser clinic yada yada yada.)
Here’s what: 
The University of Life surrounds you. Google is your best friend. There is NO excuse for saying “I don’t know where to look for ideas” any more. Truth is, the answer to anything is right at your fingertips. Claiming you can’t find answers is akin to insisting the world is flat.)
Anyway, where was I? Oh yeah, emotion. The idea that you must offer a rational benefit in your marketing is nonsense.

There IS no rational, logical reason to buy a Porsche. Yet Porsche is THE most profitable car maker in the world. One of the most famous ads for Porsche cars featured nothing more than a picture of the car, and the following text:

Product benefits:
Too fast.
Doesn’t blend in.
People will talk.

In the beauty business, a rational benefit might be

Your skin will be 37% smoother.

But more powerful, and much more emotional:

Warning: Men will look at you.

Your target market is uneducated about the relative benefits of one hair stylist versus any of a thousand others. Has pretty much no idea of the difference between one hair removal clinic and a hundred competitors. Attempting to explain a rational, logical reason why they should choose you as against any and all of your competitors is considerably more difficult that pushing a peanut up the main street of town with your nose.

Faced with such a challenge, most businesses resort to the easiest, no-brainer path: discounting. The airlines are a classic example of this, undercutting each other because they can’t be bothered putting in the hard mental yards to come up with something better.
(Even here, there are examples of airlines actually striking an emotional note with their marketing.

Remember the Singapore Airlines ads featuring their emotional icon, the Singapore Girl? They backed it up with the rational proposition, ‘Inflight service even other airlines talk about…’)

Remnember the Singapore Girl ads for Singapore Airlines?

Aside: the rebel in me can’t help wondering what would happen if an airline offered a guarantee: We’ll get you there alive, or your money back.
Most business owners, having come up with a compelling offer – which is the rational reason to buy – rest on their laurels and leave it there. But the smart ones keep working at it, chewing away until they come up with that hard-to-define emotional reason to buy. I often call it a Unique Selling Proposition. But it can equally be re-named an ESP or Emotional Selling Proposition.
Either way, these are salon marketing tools that work, and work for you.
The real difference between one hair salon and another, between one day spa and another, is at best small, and certainly difficult to convey to the uneducated. But an emotional difference is – while more difficult to find in the first place – much easier to get across, much easier for the prospect to feel, and therefore much more powerful.