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One of the better things that you can do for your company is to market yourselves online properly. I know it sounds rehashed to always be talking about it, but there’s very good reasons why you should be looking online for your growth.
Benefit #1 – Cost
The barrier of entry to get involved with online marketing can vary greatly depending on your business model of course, but there is always a few niches that can be explored. Typically the due diligence while working with a new client exposes the terms that they would like to be visible for and more often than not their visitors are searching for something different all together. The differences can be as seemingly insignificant as adding a letter to a term or as radical as completely changing your course in marketing which can all impact the cost of your online campaign.
The point of the first benefit, however steep the cost may be ties the next few points together in a neat little bow.
Benefit #2 – ROI
The return on investment where online marketing and branding is concerned is second to none. When you’re bringing hundreds if not thousands of visitors to your site on a weekly and sometimes even daily basis you may end up experiencing something you were unprepared for – not being able to meet the demand suddenly imposed upon you and your business.
Benefit #3 – Qualified Audience
Quality and properly executed organic marketing campaigns bring something special to your business that print, radio and television advertising can’t claim – the audience that has found your website was actively looking for you. Old advertising and media methods are great if you’re just after pure saturation in the marketplace, but how much of your advertising dollars in those avenues are being lost due to being irrelevant to the viewer/listener/reader? Having an already qualified visitor ending up on your website is half way to having your desired conversion on your site whether it’s a sign up, a sale or a contact form filled out.
How much branding is too much?
Every time we meet with a client whether they are new or old, we always discuss their keyword targets and their online branding as it exists. The error that seems to consistently crop up is when you try and be to precise with your targets. Branding is a great marketing tool and to be easily and quickly recognizable is great, but there is such a thing as going too far. I’m going to use a tire shop as an example of how branding, while great, can quickly go bad as well.
As the shop owner of ABC Tires you need customers to keep your doors open and you need to market yourself to get those customers. You could go with print, radio, television or online, but you need to pick one. Having the specialty line 123-Z, is a great way to help pull in organic traffic online, as you can build pages and content and optimize them so that they can climb the results pages until you’re at the top. When you start to see that increased attention from a brand, and you push all of your focus into it is where you’ll actually find your shop starting to flounder in it’s use. At the core you are not a 123-Z sales outlet, you’re a tire shop and that is the marketing and branding image that needs to be stressed, not a single inventory item.
We have had clients see growth and traction on a specific set of keywords, and have tried to push hard into marketing onto those specific terms. Having a target to aim for is great for our use, because it allows us to tailor your online marketing campaign for your goals. But it can quickly get out of hand if all of the content and design starts to reflect only a single term. Diversity in your keyterms and in your marketing is vastly important, as you can actually lose traffic and conversions by being to exacting. You can’t see the forest through the trees if you focus only on your branded terms because they get the most conversions. While you want to be the first site that shows up for your company’s names in Google SERPs, you also want to be present for other search queries. Don’t be afraid to diversify your keyword strategy – you might find that with a few tweaks to your keyword strategy that a whole new world of customers lies just beyond the search engines, looking for you and what you have to offer.
There’s a main point that needs to be kept in mind when working with your website and search engine optimization. Your top priority needs to be your consumer, whether you are looking for sales, sign ups, etc. When you sit down to have a look at your website, your content, your print ads, you need to always know, you are not creating content for yourself. You’re creating this content to be digested by people you wish to attract.
Between the trillions of webpages, the thousands of television commercials, or the billions of pages of print advertising available, it may seem like a lost cause to try and be noticed. But no matter how daunting the obstacles might seem to be, there are ways to tackle the mountain of being found, and turn it into a simple bump in the road. A general rule of thumb to always have in mind when working on your brand, website or advertising – keep it simple. The more complex your imaging is, the more convoluted you make your content, all equate to putting up road blocks for your consumer. Often times, complexity is found in simplicity, keep your images crisp, clear and to the point of your brand, Coke and Pepsi are great examples of this. If you see a billboard painted completely red with a simple white wavy line drawn on it, you almost immediately think ‘Coca Cola’.
The same can be said of your written content you deliver, whether on your website or in print advertising if you still use newspaper adverts. Being cryptic, or non-descript in your text is more likely to hurt your advertising efforts rather than reward them. Think of your target demographic, the consumer which you wish to attract and even those who might see your advertising and be curious enough to search for you. Stay away from using strict industry only terms if you’re trying to improve awareness of your product. Having a clear, and concise call to action on your website is one the larger issues to over come when working with new clients. It is too easy to become caught up in trying to sell your company or products, and never get to the point of actually saying ‘Buy now!’.
Google recently wrote a blog about re-imagining some of the more influential advertising campaigns in the past 50+ years. One of the advertisers made the most relevant point, that covers every advertising avenue you could explore. “No matter what media you’re in, think about the content. Content is what matters.” – Amil Gargano
Have you noticed any shifts over the last couple of days in your search results? As a site owner or an SEO for a client, have you noticed any changes as of late? You wouldn’t be alone in taking note, and you would be correct. It has recently been confirmed that Panda had been unleashed on the web again, making it even more accurate and more sensitive to changes online.
Some site owners are noting huge gains in their organic results, perhaps because they’ve attended to any issues that cropped up when Panda first passed over their site and erroneously booted them. On the other hand, some sites were hit harder than they have been previously by the update, and continue to flounder in the search pool. It may be a good, or a bad point, but Google also came out and said that the entire update hasn’t finished yet, it probably will only do so tomorrow. As well, there are still some high numbers being reported on forums, about being dumped in the results by Panda, but if you’ve been on your game and following the good practices guide you should be sitting just fine.
For all of the updates that are done to the various search engines, for all of the tweaks they do to their algorithms there remains a very simple truth. Stick to the basics and it’ll work. It may take longer than trying to work out every single step of the algo, but so long as you concern yourself with sticking to the best practices guides provided by the search engines, your site will list. And will continue to list, so long as you haven’t done anything naughty that is, to get yourself kicked out of the SERPs.
Nokia, Android, Apple, Blackberry, all just a few names in the world which compete for market share in the mobile industry. And according to a new report out today from Canalys, Google – the search engine if you didn’t know, holds the lead with 48% of the global market share. Apple’s iPhone running with iOS, comes in at second place with 19% of the market. It’s just another arena that the search giant is dominating in, thanks to their adaptable operating system, Android.
The tech industry has been saying it for years, that the mobile side of search and business was going to be coming soon. Judging by the numbers in the report, that time isn’t just coming, it has arrived. People are using their phones to conduct searches, post to their social network of choice, make purchases and to text their friends about the newest fad/movie/music/television show. Mobile isn’t just a growing industry, Android has grown 379% in the last year to become the market leader, it’s a massively burgeoning marketplace. Business owners and website developers are acting out of sheer folly to not move to take advantage of this space.
And on that note..
It seems that the more we as search experts try to help someone, the harder it seems to become. Search engine optimization is a momentum based business, it takes time to get the proper results so as not to disappear when Panda attacks or the algorithm makes a major change. It’s sort of like pushing a huge stone along a level pathway, it takes a lot of work to get it rolling, but once you start it going it requires smaller amounts of effort to change it’s direction or even to accelerate it. Once you stop pushing however, or once you stop using SEO on your site, you’ll begin to slow immediately, and soon you’ll stop. And then you’re back at square one in the game. And to make matters worse, all of your competitors that have been working out your methods are coming up faster and faster on your rankings, when you stop they’ll just blow right by you like you’re standing still.
So once you’ve reached your desired rankings, it’s not time to let off on the work. It’s actually time to take it up a notch and begin pushing harder and in perhaps an additional direction, say into mobile marketing.
Search Engine Optimization, we’re in the business of driving your website to the top of the search results relevant to your industry. A lot of the time, it sounds too good to be true, that when reaching this position you can literally count yourself as a leader. So you sit back, relax and watch as the visitors pour in. And then you start to notice something you didn’t prepare yourself for, your visitors start dropping off.
Where you once were receiving hundreds of qualified visitors to your site, you’ve watched it drop off to a trickle of where you were at your peak. So what happened? Did your SEO expert fail you? Possibly, we do make mistakes from time to time. But the first rule of SEO is KISS it; Keep It Simple Stupid. With that in mind, grab your pencils and paper and let’s take a look at what are the contributing factors to dropped traffic.
First and foremost, check your content. Have you been creating fresh and compelling content for your site? Have you allowed your SEO to read it before you upload it to your site or did you just toss up what ever jargon you happened to jot down in a hurry? The search engines have always proclaimed that content is king and when your content doesn’t measure up anymore, you’re going to lose your crown. That means when you’re being creative, you need to bear in mind your visitor base. Do they understand industry terms? Or do you need to use generic terms. Will they be able to handle acronyms and specific statements about your products and services? Being hasty in the creation process can be a huge contributor to losing traffic to your site. Properly spelled, grammatically correct and most of all relevant to your site content, can drive you to the top of the mountain and keep you there like an anchor.
Another avenue to explore for you, have you done any massive changes to your website either functionality or design? If you’ve changed the way your navigation works on your site and didn’t properly relay that information to the search engines, you’ll likely slip off of search until the spiders find all of your content again.
Have you kept an open and consistent dialogue with your SEO expert? When a change is requested that needs to be completed, you need to bear in mind that the internet doesn’t stop. It doesn’t sleep, rest, eat or use the washroom. The bots are always out there, always searching, parsing and indexing. A requested change needs to happen as soon as possible. Lost time when making changes can make a huge impact on your search position.
The marketing game has changed significantly in the last 10 years with the growth of the search engines. Gone are the days of dumping a quarter of a million dollars into an ad campaign and waiting for the kick back from it. International marketing superstardom can be had with a well coded website with strong quality content created by one person sitting behind a keyboard.
Since it’s all over the news and has been talked about since word broke, here ‘s just another take on the J.C. Penney search gaff. The NYTimes did a piece titled “The dirty little secrets of search” and in it was outlined how J.C. Penney gamed Google into listing them for all sorts of terms, applicable to their stores, but always listing at the top irregardless of the search.
The chief way this occurred was through the value of backlinks coming into a site. When your search engine optimization expert does their work properly, the value of the backlinks coming into your site will be categorically relative to your site. J.C. Penney however had links for all sorts of things on what seemed like any kind of website. When it comes to broad analysis of buying links to link back to your site, Google frowns heavily on the practice and often the links are devalued, or even negatively valued, and your site can be negatively effected in such cases. Matt Cutts was questioned on the occurrence and admitted that although JCP.com was already dealt with three times previous, the most recent and wide reaching offence hadn’t been noted.
Some have said it’s because JCP spends so much money on AdWords, others have said it’s sloppy policing on Googles part. One thing that the NYTimes piece did however, was contact a black hat SEO marketer directly and asked their opinion on the matter, and I believe they hit it on the head the best. Think of search not as a one type tool (search) but as a dual purpose technology; informational and commercial. And while the black hat lauded the strength of Googles informational capabilities, he readily admitted that commercially the results were lack luster, a cess pool was the term used. The Google team has admitted fully that there’s a relevance problem as of late, which has become more pronounced with the advent of both Caffeine and Instant technologies into the Google search algorithm. It also needs to be noted however, that spammers didn’t all of a sudden triple their output, the right set of adjustments just haven’t been found yet to exclude them from the relevant results. Additionally since no one has thought to bring it up, the same (gamed) results would have shown up in Bing or Yahoo as well as they did in Google.
JCP is about to go through some growing pains, and will most likely learn a valuable lesson in search; always make a point to be aware of your hired SEOs track record . You may find yourself on the receiving end of a swat on the nose from the Google team.
In a bit of a change of pace, just a reminder that there are a few key points which need to be considered when working online whether as a new website owner just getting into the search marketing side of business. Or a long trusted brand both on and offline, that’s looking to stake a claim, or reinforce a position online.
K.I.S.S. (Keep It Simple Silly) – Keep your website simple in appearance, construction and use. That doesn’t mean like a printed sheet of paper, but flashy ads, a video clogged front page or fancy fly away graphical menus don’t help your position in the search world. All of the above technologies, without a lot of back work, can actually hurt your online marketing performance.
Relevant Content – Keep your copy relevant and consistent to what you want to be known for. If you’re a plumber, write about plumbing trends, technologies and concerns. If you’re a tailor, writing about style trends, materials and new patterns is helpful. As a carpenter you wouldn’t want to write about small engine repair or microwave ovens, it’s simply not pertinent to your business or your website.
Budget – Ahh money, the one aspect of the business that always seems to surprise people. The thing about advertising, is that advertising in earnest, with the idea to make contact with your customers or clients to earn a living, will cost you money. In North America, Canada especially, online marketing budgets are significantly below what they need to be to see the real rewards capable from high quality, skilled search optimization. It still makes no business sense how a company can have no problem throwing away thousands of dollars per month on a marketing metric which is untrackable (newspapers/radio), versus a significantly lower cost for a completely trackable one (SEO).
A Call to Action – Often the missed point of a newer website owner, a call to action for your visitors is a required point of your website. A qualified and capable search engine optimization expert can bring you traffic, but if your website doesn’t direct your visitors what to do, they will leave until they find a site that does. If the point of your website is to sell, ensure you have a way to sell to your visitors with a Buy Now button, or a catalogue to order. If your desire is to attract people to sign up for your newsletter, make sure it’s prominently displayed as such.
Time – One of the most important requirements for SEO is time. Time for your website to be crawled and indexed, time for Google, Bing and Yahoo to place you within their index and the time it takes to balance your website versus the millions upon millions of pages also within your sector. It all takes time in the end, and if you try to circumvent the time component and go quick and dirty like J.C. Penney did? You’ll get caught, maybe not today, maybe not tomorrow, but you’ll be caught.
Where are you Winnipeg? You’re at the geographic center (more or less) of North America, in a position that with a little work could and should be home to every global corporations office. All because of where you are. Costs aren’t extravagant, the weather is tolerable so long as you dress appropriately and the people are friendly (like our license plates!). But where are you?
Winnipeg businesses are few and far between in the new world. The internet, the world wide web, the 24/7 storefront of the entire world. There’s been money pumped into ‘Selling the city’ yet I mention Winnipeg in conversations and get a lot of ‘Where’s that?’. The most apalling time to get the token response is when you’re speaking to Canadians. So what’s the problem, what’s the solution? You’re running against yourselves Winnipeg, you’re trying to play catch up to the rest of the world, who has already been in the race online for years now. This isn’t a ‘Tortoise and the Hare’ metaphor, it’s not a post with a moral message. It’s plain, blank truth.
It’s a race online, as it is in any business metric to be noticed. And the harsh reality of it is, Winnipeg still doesn’t get it. There are a few, a handful of sparks who have taken up the charge for themselves online to be found. To shake the tree of the SERPs and claw their way to the top. It’s not something that happens overnight, it’s not something that costs $250 and a week of keyword stuffing into urls for your website. It takes the skills, experience and knowledge of the SEO experts in your home town Winnipeg.
You need to be found Winnipeg, and who better to get you where you need to be than your local SEO experts at Fresh Traffic. It’s time to pick up your socks and get to running, because the pack won’t wait for you, they’re just getting further and further ahead.
“Rant” I got a a call today from a Winnipeg business who decided to use another vendor 12 months ago for Internet marketing and some SEO Services and they are not happy with what they got.
Surprise surprise, they went with them to save money or so they thought, now they are further back then ever and I’m suppose to be supportive of this.Winnipeg business when will you learn? Here’s the truth, you are already 5 years behind the eight ball on many other major countries, business has been supplying budgets for online marketing for over 10 years already, you guys are still humming and arring whether or not to do it and asking if the internet is going to still be around in 5 years. Take your heads out of your orifice.
Answer, No your web shop, IT guy, traditional media company, PR Marketing person or any other person who read a book or did a half day seminar in Winnipeg will know how to do it effectively, you need an expert to list nationally or globally, period. Any idiot can list for the town or city they live in, or the name of the company website, these are the ones that mainly work from basements or have a shingle over the door and charge $300 a month, some call themselves consultants.
The latest trend is calling themselves social media marketing or new media marketing experts and charging 1k a month. Beware!!!
Wake up, stop being Penny wise, pound foolish.
In the not so new news, the death of SEO is being cried again. The cause this time is the Facebook and Bing partnership. I’ve read about the social search changes that have been incorporated, and just as Google shrugged it off, I’m inclined to do the same.
The changes that Bing and Facebook bring together is definitely interesting, no doubt. However, the idea that the entire industry of search marketing, search engine optimization and search engine rankings being dealt a deathblow by this partnership is laughable. If anything, the new partnership relies on SEO and SEM to function appropriately.
For another perspective, imagine going into a hardware store, and seeing all of the isles and rows numbered and having short labels for the contents of each row. Makes your shopping trip quick and efficient to know that you can find power drills and skill saws in the power tools isle. This would be a very basic example of SEO. Now applying the new Facebook/Bing method, you’re in that same hardware store, nothing is labelled or itemized (because it’s killed SEO remember) but you know there’s a power drill in there that your friend likes and owns. Great to know that your buddy has a favorite tool that you were thinking about, but how do you go about finding it?
Two very basic examples, but they illustrate the interpretation of the new personalized search Bing and Facebook are rolling out. Social Media Optimization (SMO) isn’t a new idea, it’s not revolutionary, it’s adwords on a more personal level. It displays information relative and relavant to your account and what it knows about you, not for your searchs. One last point to consider and digest, without search engine optimization, social media optimization wouldn’t exist, and without SEO, SMO will disappear.