Want to know why your business website ranking dropped after you revamped it?

New year. New Revamped Website. Drop in the SEO Ranking?

We see this too often when an organisation has created nicer looking web pages or even created a brand new appealing website. They then notice that their SEO ranking suddenly falls.

What is a Redirect in WordPress?

A redirect is a way for your website to send a quick message to your reader’s browser and tell them that the page they want to visit has been moved, so their browser can automatically point them to the new page of your choice.

There are various different types of redirects such as 301 redirect, 302 redirect, 307 redirect, etc.

However, to keep this article simple and useful, we will only cover 301 redirects as that’s the most important.

Let’s take a look at why it is important by understanding the use case.

When do you need a 301 redirect in WordPress?

The primary reason to use 301 redirects is when your site or a page on your site has been moved, and you want to point the user to a new page instead.

This article idea came to us when one of our readers asked us for a way to redirect users from an old post to a new post.

– You need to create a redirect when you are planning on deleting a post or page in favour of new content.

– You need to create a redirect when you are planning on changing the permalinks of your post or page.

Why? Because not creating a redirect will cause your users to see a 404 not found error. Which is not only bad for users, but it can also impact your site’s SEO and hurt your search engine rankings.

That’s when 301 redirects become very important.

It allows you to tell search engines and your user’s browser that the page they are trying to reach has been permanently moved to a new location.

This allows for all your old page’s traffic and backlink (SEO) strengths to be transferred on to the new page.

Now that we have covered the why and when of redirects, let’s take a look at how you can create 301 redirects in WordPress using the different methods that are available.

A 301 redirect sends the message to search engines that a website or page has been moved permanently.

When you use a 301, Google removes the old page from their index and most value (link equity) from that page is transferred to the new one.

That being said, it’s important to note that anytime you move a page from one URL to another, it will take search engines some time to notice the change and see any potential impact/change in rankings.

How to Create Redirects in WordPress (using Plugins)

An easier approach to create and manage 301 redirects is by using one of the many WordPress redirect plugins. This allows you to setup redirects without ever writing a single line of code.

Method 1: Setting up WordPress redirects using Redirection plugin

The simplest way to add and manage redirects in WordPress is by using the Redirection plugin. Install and activate the plugin. Once activated, visit Tools » Redirection to setup your redirects.

Redirection plugin not only allows you to setup redirects, it also helps you find out 404 errors on your WordPress site. You can then redirect those URLs to an appropriate destination. See this tutorial on how to track 404 pages and redirect them in WordPress.

Now while setting up 301 redirects using a WordPress plugin is easy, it has some minor performance setback. Based on your WordPress hosting provider, your WordPress redirects maybe a bit slower by some microseconds.

If you want to make your redirects faster, then you can do so by using the code method and .htaccess file.

Method 2: Setting Up 301 Redirects in WordPress using .htaccess

Using the web server configuration file .htaccess, WordPress users can set up 301 redirects that are fast.

Please keep in mind that a small mistake in your .htaccess code can make your WordPress site inaccessible, and it may start showing Internal Server Error.

That’s why it is important that you backup your .htaccess file before making any changes.

To edit your .htaccess file, you will need to connect to your website using an FTP client. The .htaccess file resides in your WordPress site’s root directory.

If you can’t see your .htaccess file there, then you need to force your FTP client to show hidden files. (See why you can’t find .htaccess file on your WordPress site.)

You can edit .htaccess file in any plain text editor like Notepad.

Here is a simple redirect, where we are trying to send a user visiting an old post to a new post.

 RewriteEngine On
Redirect 301 /a-very-old-post/ http://yoursite.com/a-very-new-post/
You can add the code above preferably at the end of your .htaccess file.

That’s all. We hope this guide to creating WordPress redirects helped you setup redirects on your site.

Feel free to get in touch with us if you have any questions. Direct your questions to contactus@thefusionbrand.com. If you need some assistance with then why not organise a FREE 45 Strategy call with us? Click here to book a time that suits you.

Want your customers to buy? Then give them more intimacy. Here are the 12 Stages of Intimacy.

The 12 Stages of Intimacy

At the end of the day, we are all people marketing to other people.

This isn’t a kumbaya statement either. It’s just reality.

When thinking about how you build relationships with other people in real life, there are certain steps we all go through as we get to know each other, build trust and decide if the commitment is a good thing. These are the 12 Stages of Intimacy.

In looking at our marketing through the 12 Stages of Intimacy, you can better understand where we’re falling short. Just consider the first couple of stages:

  • Eye to buy: one human sees another and likes what it sees.
  • Eye to eye: We made eye contact and are more engaged.
  • Hand to hand: We are talking, shaking hands and becoming more engaged.
  • Hand to body: We’re comfortable enough to give each other a pat on the back.

What’s interesting is the speed at which two people go through the 12 Stages of Intimacy is irrelevant to their success.

What matters is they don’t rush through the steps. If you meet someone and they immediately caress your face, that’s pretty awkward and you’d probably never speak to them again.

We do this with our marketing every day because we’re trying to skip straight over to convert or close before our prospects even know who we are, but more than likely that doesn’t work. It just scares people off.

The Value Journey Canvas: Applying the 12 Stages of Intimacy to Marketing

Taking the 12 Stages of Intimacy and the Customer Value Optimization model (google it), the DigitalMarketer team created the new Value Journey Canvas, which is comprised of 8 steps we, as marketers, must facilitate if we really want to grow our businesses.

As with the idea of intimacy, you must not skip more than one step. You also shouldn’t think your job is over once someone becomes a customer.

Wouldn’t you be upset if, once you got comfortable with your partner they stopped talking to you?

Your customers feel the same about you when you pass them off after the close and move on to the next hot lead.

Let’s take a deeper look into each of the stages of the Value Journey Canvas:


Image provided by DigitalMarketer Lab

1. Aware

A prospect has some kind of trigger that prompts them to find you or become “aware” of your brand. They now know you exist from either your social media channels, a referral, or your website.

2. Engagement

Now, this prospect is beginning to engage with you through your content; perhaps by reading a blog or watching one of your Facebook Live videos. They want to understand if your content helps solve their problem.

3. Subscribe

The prospect has decided your content resonates and would like more from you. This could be in the form of a blog subscribe or content download, but don’t let the word, “subscribe” fool you. The main idea here is they are willing to provide their real information to interact with your content, whether that’s a literal subscribe to your blog or a free whitepaper download.

4. Convert

Here, the prospect is making a commitment of time (i.e. watching a webinar or engaging in a free consulting session) or a small commitment of money (i.e. $7 report). This is an early entry point offer (similar to the Tripwire from the original system) that signals they are more engaged.

5. Excite

If the prospect doesn’t get excited about what they converted on, they won’t move forward. In fact, the dotted arrows in the graphics show how some prospects may fall back a couple steps, like a game of Shoots and Ladders. In this situation, you can then try to offer value again with something better or with something more relevant to their challenge.

In addition to your convert offer being of quality, you also need to make sure your prospect actually consumed it and enjoyed the experience. Follow up with nurturing series to check-in and provide a bridge from excitement to your core offer.

6. Ascend

A prospect has seen value in your content and they are excited to work with you. In addition to your core offer, this is the time to offer additional product and/or service add-ons to ensure they get the most value from them.

7. Advocate

Now that your prospect is a happy customer, they are speaking positively of your brand. At this point, marketing should reach back out to acquire case studies and testimonials.

This goes right back to forgetting to date after you get married and hits on the delight phase of the inbound marketing methodology. There’s still support needed there and your job is to turn your advocates into promoters.

8. Promote

An extremely happy customer will actively and willingly promote your brand without your additional nurturing.  You can set up referral or affiliate programs to enable your promoters to work a new prospect through the Value Journey Canvas.

How the Value Journey Canvas Informs Your Marketing Strategy

Back to the inbound marketing methodology, you can see in the graphic below how the Value Journey Canvas breaks down its variation of  attract, convert, close, and delight stages and the typical tactics you use in each step.

Image provided by DigitalMarketer Lab

When looking at your metrics, analyze where you’re causing friction in this journey.

Are you struggling to get website visitors? Focus on awareness. Are you getting a lot of marketing qualified leads that never move further down their buying cycle? Focus on your convert and excite stages.

Rather than thinking in blanket statements that “We need more traffic” or “We need more leads,” use this model to dive deeper into where you’re actually falling short.

If you’re not sure how to execute some of these tactics, this model can pinpoint where you should spend more time training yourself and your team. I also know a pretty good marketing agency that can help. 😉

Here is Why You Should Learn to Love Your Junk Mail

I am continually seeing endless ‘No Junk Mail’ stickers on neighbors letterboxes. If you are a business owner and are using one of these stickers than I a see missed opportunity for you.

It isn’t for the reasons you may think.

I am going to provide 3 reasons that may make you think twice about using the ‘No Junk Mail’ sticker.

1. The Offering

Ask yourself why you pick up a catalog or pamphlet from places you have visited. What made you pick it up. Was it the picture? Or the colours? Maybe it was the enticing heading?

Today, in the era of digital marketing, we are required to create Landing Pages.

Landing Pages are simply like a one-pager which looks almost like your website but directed towards one particular offering, product or service.

By already understanding what makes you, or someone who could be a potential customer, pick up a pamphlet or brochure, you are already ahead of the game. You can use the same ‘sex appeal’ on your landing pages. Whether it be the colour, the exciting headline or even the type of picture used.

If you have a smartphone (like who doesn’t..hello!), I would suggest using something like the Evernote App or Google Keep App to take notes and pictures of those pamphlets/flyers that appealed to you. If it is your partner or friend who picked it up, ask them what appealed to them.

2. The Copywriting

If you have ever used a copywriter, you will know they are extremely expensive. A copywriters job is not just to ensure your grammar is correct, but also to ensure you are using the correct terms within your marketplace, the content is convincing and easy to understand not to you but to your customers. They will spend hours and even days investigating all this required information.

Those who have sent you junk mail have already paid a copywriter to ensure the words are appealing to their audience. This is almost like free copywriting to you! If the junk mail is offering a service similar to your line of business, then review the words used in it, notice the bold words, the layout, even the picture used. They have less than 4 seconds to entice you to pick up their junk mail and then the tougher part, have you read thru it and hold on to it. Use this information, but in the digital marketing space.

You are now a copywriter. Imagine the amount of money you have now saved yourself!

3. The BIG Idea

You can call me a hoarder of junk mail. Why do I like holding on to soo much junk mail you ask? We develop websites for a number of different industries, ranging from real estate agencies, accountants, telco businesses, coffee shops….well the list is endless. So when I see junk mail, I see ideas for these businesses.

Most of these businesses have spent hours wondering what offers they should be promoting, or more importantly, what offers their customers will like.

Your competitors have spent endless hours running thru all their products and services, until eventually deciding on this one idea. You do not need to spend hours. You now already know.

I hope now you can see why junk mail is important and why you should try to love it.

Recently I was sitting in my dentist waiting room and I noticed his ‘office junk mail’.

The headline read ‘She loves your NEW smile of confidence’. I saw the picture of a girl looking at the guy enticingly while he is smiling ear to ear with his mouth completely open to show his gleaming white teeth. Reading thru it I also noticed the ‘lead magnet’. The fonts were bigger in size, the colours bright, and the words almost flowed into it.

Now my visit to the dentist not only looks like it will be fun but I could also be more attractive to the opposite sex. Too much?

Lead Magnet

So, what is a lead magnet?

A lead magnet is exactly how it sounds. A lead magnet is a lead, such as a discount or special service offering or something that your customer would like, and is used as a magnet to attract them to your business.

Why am I harping on about landing pages and lead magnets? These are elements that form part of digital marketing.

When you click on a Facebook Ad or an ad in your Facebook Messenger, did you know it takes you to, yes, you guessed it, a landing page with a lead magnet to further entice you to buy or use your services?

Want some help with your Digital Marketing? Send us a quick email now.