The Most Important Tools Your Website Should Have

A women on a laptop with a mug, paper, and pen next to her.







If you’re about to launch a new website, there are certain tools you will need to get the most out of your website and digital marketing efforts. It’s what we like to call our  website launch Checklist. Check it out to see if you have everything you need before your site goes live.

Set up Google Analytics

Google Analytics is a tool that will unveil who is visiting your site. Through it, you can find out who is visiting your site, how the visitors are getting to your site, and where the visitors are coming from, geographically speaking.

Set up Google Tag Manager

Google Tag Manager should be used in conjunction with Google Analytics to collect more data. Tags are snippets of code you can add to your site to track numerous things including scroll tracking, monitoring form submissions, remarketing, or tracking how people arrived to your site. Google Tag Manager is easy to use and simplifies the process of working with tags. Businesses of any size can benefit from Google Tag Manager as it enables you to add and edit tags without a developer.

Set up Google Search Console

Google Search Console can tell you who is linking to you, if there is malware or other problems on your site, and which keyword queries your site is appearing for in search results.

Set up Yoast SEO if you’re using WordPress

This plugin is one of the most downloadable plugins of all time. Through this free plugin, you are able to add an SEO title, meta description, and meta keywords to each post and page of your site. You’re also able to include social sharing information. What’s great about SEO by Yoast is that it analyzes your focus keywords, checks your word count, and evaluates your meta description, images, slug, links, and page title so you’re able to edit those bits easily.   

Have a custom 404 page

A 404 page is the web page user goes to when they’ve mis-typeda URL or have a broken link. You’ll want to build a custom 404 page to your business or nonprofit and helps redirect users.

Need more help understanding these tools? Contact Sperling Interactive today!

What You Need To Know About The 2018 Social Media Algorithms







This year, three of the biggest social media platforms – Facebook, Instagram, and LinkedIn – changed their algorithms. When a social media platform changes its algorithm, this means it has changed the way it lists posts in its users’ news feeds. Algorithms change all the time and for numerous reasons, thus here’s what you need to know about today’s current ones so you can stay visible in your target audiences’ news feeds.



Since January 2018, Facebook has begun to prioritize posts that generate conversations, especially those from users’ friends and family members. Facebook is trying to have their users engage in more person-to-person interactions than person-to-brand interactions. They are doing this because they’ve noticed that users spend more time on their platform when they are engaging with posts created by other users. To reach more people via Facebook, create content that will engage your target audience and illicit a response (e.g. comment, share, and react). Additionally, you might want to consider boosting posts you really care about and running Facebook ads.


Facebook bought Instagram in 2012, and this year it also made changes to Instagram’s algorithm. Like Facebook, Instagram also rewards content with high engagement. Not only that, Instagram loves it when its users experiment with its features. What’s really big with Instagram right now is Instagram Stories, which currently has 300 million daily users. When you play around with the Instagram Stories features like its filters, polls, and the ‘swipe up’ option, you also boost engagement with your followers.


Of the three social media platforms, LinkedIn is the least social one, as it geared toward connecting professionals. LinkedIn does prioritize posts that receive engagement, but it also focuses on content that offers value. Whatsmore, LinkedIn has a spam filter, so every time you upload something to LinkedIn, even an image, a bot decides whether the content is spam, low-quality, or clear. So whenever you’re about to share an industry article to LinkedIn, make sure you fact check it.

Do you need help generating social media content? At Sperling Interactive, we can help you spread your message in a way that aligns with the new algorithms.

Why You Should Hire A Web Development Company

A laptop, headphones, notebook, pencil, and book on HTML and CSS.






Businesses and nonprofits nowadays need to have a sleek and professional website to prosper in today’s digital world. While it may seem like a good idea for a business or a nonprofit to try and create a website on their own, they should really hire professionals. Here are five reasons why.

You’ll have a custom web design.
You won’t be restricted to stay in the limits of someone else’s template; you’ll have total creative freedom, and the web development company can make a website tailor-made for your brand and business needs. Every website has an objective. An ecommerce, for example, will want to make sure their website generates sales, while a nonprofit will want their website to focus on their mission and the work they do. A web development company knows this and knows the best ways to help you reach your goals.

You’ll have an SEO-friendly website.
A web development company knows how to apply the best and current SEO practices to your website. They can write content for your website that search engines like.

You’ll have a mobile-friendly site.
Speaking of SEO, having a mobile-friendly website is another way to boost search engine ranking. In our last month’s blog post, we explored how Google has started prioritizing the mobile version of a website over the desktop version. Having a mobile-friendly website will also decrease your bounce rate. When your website isn’t mobile-friendly, your visitors have to zoom in or squint to read the content. A web development company has the capabilities to make sure that your website is appealing to users across all devices.

You’ll have continual maintenance.
A website is never really done. It needs continual maintenance after it’s been created. A web development company has the tools to keep your website up-to-date and running quickly and smoothly. They can also ensure that any bugs on your site get fixed and how to drive traffic to your website, even when new web trends appear.

It saves business owners time and money.
Business owners have very limited time as it is and creating a website is a timely project to undertake. By utilizing a web development company, a business owner will have the time and energy to continue running their business efficiently. When your website is being made, you’ll want to make sure you’re still capable of running the business so people will want to be your clients and eventually check out your website when it is complete.

Are you thinking about hiring a web development company? At Sperling Interactive, all of our websites are custom-designed to fit the needs of each client.

How To Photograph A Great Headshot

A man taking a photograph.







Back in March, we had the pleasure of photographing attendees’ head shots at the North Shore Business Expo. This was our fourth year in a row doing it, and it got us thinking about what makes a good headshot so here are some key things to remember.  

Speak to the subject before headshot day. By doing this, you will build a relationship with the subject and find out what they do professionally. Learning what they do for a living can help you generate ideas for poses and the type of backdrop you should use that would most appropriate. For example an attorney’s headshot should have a neutral backdrop whereas a tattoo artist can have a more colorful and unconventional one.

Have the client think about their outfit beforehand. They should dress for their profession. Regardless of a person’s profession, neutral clothes are generally the best option to go with as they don’t distract from the subject’s face. You should advise the subject to not wear a top with a logo on it and to also stick with something they normally wear. Remember, your head shot is your chance to show off who you really are.

Make sure you have good lighting (even if you’re shooting outdoors). This tip is an absolute must. You want to capture the subject in the best light possible. You don’t want there to be any harsh shadows.  

Blur out the background. Whether you use a backdrop or take the shoot outside, there should be a clear separation from the background. Put the f-stop on your camera to a high f-number so the head shot is highly focused on the subject. You want the subject to be the focal point.

Frame the head shot from the chest up. A head shot is just that. A shot of someone’s face.

Make sure there is a focus on the subject’s eyes.  As a photographer, you’ll want to ensure your subject’s eyes display some emotion. Try chatting them up about what excites them so there is a sparkle in their eyes. Having a conversation with them will also help them relax so they also don’t look stiff and nervous.

Sperling Interactive has taken hundreds of professional headshots. Contact us today to book an appointment.

Facebook Metrics Glossary

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In January, Facebook changed its news feed algorithm. From now on, Facebook is going to prioritize posts from users’ friends and family members over brands’ posts. Because of this change, it is now more important than ever before to start utilizing Facebook ads to promote your business or nonprofit. But what do all the metrics on the Facebook dashboard even mean? In our final blog post in our glossary series, we’ll be defining Facebook ad metrics.

Frequency – This is how many times an ad was shown to a specific user over the selected time period. Depending on your goals, you may want to keep the frequency up or down. Our benchmark tends to be between 1-5 for frequency count. If you get closer to ten, you start to flood users’ news feeds and might overdo it, resulting in them opting out from seeing your ads or unfollowing your page.

Reach Reach is the total amount of users to whom your ad has been shown.

Impressions – Impressions is the grand total of times your ad was shown in a user’s news feed.

Button Clicks – This metric shows how many times someone physically clicked the “Learn More” or “Sign Up” button on your ad. If you have a lead gen ad, you would want this number to be high, but if you are pushing awareness ads or services, having a low button click is okay as long as the link clicks (see below) are producing the results you want.

Link Clicks – A link click is when someone clicks the visible link in your ad.

Clicks (All) – This incorporates all the clicks on your ad, whether it be to your Facebook page, link in copy, button, or when someone engages with your ad by commenting or liking your content.

If you liked this post, be sure to check out our blog posts on pay-per-click glossary guides.
How To Understand Google Analytics
Metrics To Know & Understand For Pay-Per-Click Campaigns
How To Understand Google Adwords 

Metrics To Know & Understand For Pay Per Click Campaigns

The user symbol on a laptop







Are you creating landing pages for you business? Do you know what what all the metrics concerning paid search actually mean? Here’s everything you need to know and understand about those metrics.  

User – User is another name for a visitor. When you see the term ‘user’, it means that someone from a device has landed on your website. If a married couple shares a laptop and they view a website at separate times during the day, the metric system still considers that one user.

Sessions – Sessions deals with quantity. It is the number of times a user visited your site.

For instance, if someone goes to your website once, leaves, and then comes back two days later for a second time, that would be considered one user and two sessions.

Bounce Rate – Bounce rate is another quantity. It is the percentage of visitors to your website who navigate away from the site after viewing only one page. Your bounce rate can vary for a number of reasons. If it is a landing page or blog that is meant for someone to read then leave or convert, then we would expect to see bounce rates between 60%-80%. If we are driving traffic to the site and want the user to visit multiple pages to either convert or complete a desired action, a healthy bounce rate would be between 30%-60%.

Pages/Session – This term refers to how many pages were visited during each session by a specific user.

Avg. Session Duration – Average session duration is the total time spent on a website as a whole for each session by a specific user. Again, ways to analyze this and gauge effectiveness can vary.

Pageviews –  Pageview represents the total amount of pages viewed on your website from all traffic sources.

New Vs. Returning Visitors – By far the simplest, yet most useful, metric to look at. Although you always want more new visitors, the key is to bring them back to your website if they didn’t convert. Analyzing this can help you optimize remarketing campaigns to the fullest degree in order to bring back commercial intent users.

If you ever need help managing your paid per click campaigns, reach out to us. At Sperling Interactive, we can consult you on how you’re performing.