Browsing "internet strategy"
Content You have 2 options:
1) Good content without promotion
2) Good content with promotion.
#2 wins every single time. As long as there is a profit motive for good content, there is a profit motive for promoting it. SEO is one tool. SMO is another.
So why does word of mouth from brand advocates work?
Consumers trust Word of Mouth. Which means conversion rates are higher.
You don’t pay advocates. There are costs of course, but you’re not paying advocates to make referrals.
Brand Advocates are not just for Christmas. Paid clicks are ‘perishable’ advocates are not.
I’d add a couple of other reasons myself:
Advocates are integrated marketers. They are online, offline and through the line. They don’t differentiate the way your agency or media campaigns do.
They give your marketing campaigns wings. Advocates are often spurred to advocate your products and services when they come across your marketing messages. They increase coverage and impact of your other marketing activity.
Advocacy means UGC. Brand Advocates write nice things online about your brand. They create keyword rich content just because they love you. And we all know what search engines love.
Longer and Deeper love. One other benefit of identifying and cultivating your brand advocates is of course that they are likely to stay more loyal for longer – so your CRM gets a boost too.
So advocates are great, but how do you find them? aren’t they as elusive as a four leaf clover?
The answer is so simple it hurts. You ask them! The simplest survey question of them all ”How likely are you to recommend us?” – and BINGO, you know who your advocates are. Now you just need to cultivate them.
“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.”
There’s something to be said about the myths which surround SEO as an industry. In a way it adds a layer of ‘magic’ to the processes which can drive your website to the top of search. On the other hand, it allows the cheaters and snake oil salesmen to get in the door to respectable, naive business owners who only have half an idea.
Let’s face it, the world is going digital and online, the cloud is the next major leap forward as one of it’s goal is to eliminate the need for mass amounts of software on individual machines. Every major player in industry has recognized this fact, newspapers especially which have been hit substantially in the shift to online content generation and consumption. Radio and television have both added online content distribution to their industries, even going so far to use specialty content only available on their site to drive visitors. But they all know, the multi-million dollar advertising industries are slowly shifting their budgets to include online optimization in bigger and bigger steps.
Now if all of the big boys get it, that the world and it’s people are shifting online, what’s with all of the hesitation? Because unfortunately in the end business is ignorant and resistant to change. There’s short cut takers and cheaters in every industry, not just in the SEO/SEM world, and just like every other industry, when they’re caught, they’re thrust out into the light and are left to burn. The growing pains that the SEO industry is experiencing in Canada, Manitoba and Winnipeg in particular, is one of naivete. Winnipeg is a small city on the global marketplace, but with it’s geo-location it should be a significatly larger player that it is. All we need now is for the old, naive, ignorant and resistant guard to change, and let the youth take over. I’ve heard it said a number of times that once you’ve lived in Winnipeg it’s hard to really want to plant roots anywhere else. My reason why (unfortunately) is because Winnipeg just doesn’t change; at least not fast enough to be a global player.
There’s a massive amount of information on the Internet on absolutely everything, the downside of this of course is the (seemingly) even larger amounts of mis-information. This holds true in any industry, but when it comes to the topic of search engine optimization, it often seems that it’s not so much the fact and fiction mixed up. It’s more akin to the information being tossed in a blender and spread in a mess.
The most antagonizing part of all of the information out there, is that people who partake of what makes the most sense to them, claims to make them experts in the field. It’s from these same sources that the newest experts don’t even learn how to properly 301 a website, or are unable to tell the difference between paid links and paid advertisements. Some of the latest crop have seemed to be of the belief that building websites to rank for obscure long tail terms, is the same skill as being able to rank a client for their desired and preferred terms.
The whole idea about marketing your business is about driving qualified visitors to your website, where hopefully your SEO company has advised you on how to build your site to facilitate conversions. Whether it’s convincing visitors to sign up for your news letter, or to buy your product, or sign up for your discussion forums, the idea of pushing and marketing your site is to increase your bottom line, what ever it may be. Say for example your business is in making shoes, and your website has a built in shopping cart so your customers can buy custom footwear direct. Along comes the newest ‘expert’ in SEO and builds your site around a long tail search along the lines of ‘custom designed walking equipment’. You may shake your head an scoff at the idea, but it happens, and happens far too often.
No, this doesn’t mean that long tail searches are dead in any way, there are users out there who don’t use the Google Instant feature, or simply type out their entire query. But the point of my description was to drive home the idea that search engine optimization isn’t about tricking the search engines, isn’t about spamming on blog comments and posts and it isn’t about tricking visitors into visiting your website. It’s about driving qualified traffic to your site with the decision to purchase your product, or sign up for your newsletter or become involved in your community. Real SEO performed by the real SEO experts drives measurable, qualified traffic to your website to make your bottom line better.
What is the greatest guessing game you ask? It’s the game which has made Google, Microsoft and Yahoo, as well as other search engine start ups and even failures, piles of money just by mention of the word. Search, is the greatest guessing game.
What happened when Google took the game and applied it’s own rules, was dominate the online community as it propelled itself forward, clawing and fighting for all of the infomation it could find. There are various illustrations of the web which come to mind when it’s pictured. Firstly as a web of course, of interconnecting websites and pages, all of which the search bots, spiders naturally, navigate their way around and build up this interconnectability between them. I’ve seen pictures of the internet visualized as planets in galaxies and solar systems, as continents on a map and even as a DNA strand at one point. The best visualization I can come up with is that of an ocean, and all of the websites and pages of the internet are just kind of floating around. People are like little fish, darting around from point to point, sometimes finding what they want, sometimes not. But it’s a fluid environment, never the same from day to day and always on the move.
An article written about which search engine is better at delivering relevant results was the inspiration for today. It tried to demonstrate that by using identical results in different search engines, that one could clearly deliver better and more relevant results than the other. The reality is I believe, much murkier than that. Google is absolutely a brand name, and used extensively in all walks of life. Bing is working hard on branding itself as a decision engine and not a search engine, but in the end both algorithms do primarily the same thing. They guess at what you’re looking for, they guess that they’re delivering you what you want to see and they guess mostly correct only because you’ve already told them what you want to see. Whether it’s via your search history, cookies saved on your computer or even your directly typed search query. Search is still just a game, and for now Google still plays it best. The internet and online technology being what it is, we’ll revisit the topic in a year and everything may be upside down.
And with the Happy New Year celebrations behind us all, it’s that time again where people make those resolutions to themselves to lose weight, be a happier person, exercise more etc. The very nature of resolutions is a noble one, but unfortunately most people shoot too high, disappoint themselves for not being able to perform or maintain and end up quitting all together. The best method, is baby steps of course.
Of course I can’t tell you if you need to exercise more, or eat better, but I can promise that if you take baby steps involved with your online marketing, you will see results, and results which will leave you very happy and in a very strong position for the next holiday shopping spree.
Your first baby step, should involve actually breaking down your current online agenda. Is your website up to date? Has your site been built with tons of active elements like Flash or Java menus? Is it easy to navigate your website? It’s hard, but try and imagine visiting your website for the first time as a new visitor, can you find information quickly and easily? It’s a small, but extremely important step in reprioritizing your online efforts in the new year. If you can realize what needs to be fixed after all, you can move forward with confidence.
Your next step, after having a good honest look at your website, should be a stark examination of your current online marketing efforts. Are you an AdWords afficionado? Does your web copy read naturally, or is it full of technical jargon about your product or services? It’s a fine line to sell yourself online to new clients, you need to be able to explain yourself as simply as possible, as accurate and concise as can be.
Now that you have a clear staging point from which to begin, it’s time to bring in the experts. SEO and online marketing experts at Fresh Traffic draw on over 25 years of experience in providing Search Engine Optimization & Internet marketing solutions. As specialists in Online Brand Development & Search Engine Optimization, Fresh Traffic makes the Internet an accessible & successful addition to all businesses, driving more unique visitors & brand impressions to websites. We’re the best at bringing you the traffic you desire to your site, start the new year right and let 2011 be your best online year yet.
In the past, the most natural way for a small business to grow was with a solid reputation within it’s community. Spending a little cash here and there for a mail stuffer, newspaper ad and the obligatory ad in the yellow pages. The hard work, strong ethics, positive attitude and positive customer relationships could make a good business into a great one.
Time has shifted a little bit since then, but the basics remain the same. Treat your customers right, and it will help you attract clients in the future. Think about how being out with a friend you ask their opinion on a restuarant you’re curious about trying. Or about the local mechanic who started in his garage and found he needed more room so he opened a shop locally. Local reputation is very important to small and/or new businesses.
In 2011. it is expected that local online advertising efforts will grow north of $20 billion. Definitely much more than just chump change, local business owners seemingly are starting to realize that the yellowpages print ad they’ve used just isn’t cutting it anymore. But as an aside, brand management, or online reputation management, has become increasingly important. Where word of mouth has been increasingly become ‘world of mouth’ being able to manage your own business online has become a more important affair, becoming much more than just taking care of your AdWords account. And active blog tied to your company can help push you up the SERPs, so long as it’s kept active. Allowing comments to be posted onto the blog as well can help boost your positions, but it’s a double edged sword. Diligent management of the comments section is very important, to ensure you’re not having your competitors posting links back to their site, and piggy backing your climb up the rankings.
Online brand management has become more and more important as the world comes more to the online store to conduct business. The danger in improperly managing yourself online can drive your business to the ground if false company reviews are made to climb higher in the rankings than you rank organically.
It’s not a new trend that Google is always tweaking the way their search works, or how the results are displayed. And they’ve made another change live, which drives home the importance of being certain your website is optimized.
Normally when you conduct a search on Google, the results you’ll receive are a mix of the most relevant websites which contain your terms. Occasionally, when it was applicable, the same website may show up twice, if the algorithm deemed it applied. This recent change however, can return up to 4 results from the same website with shorter descriptive text in the results. The remaining results on the page will be the other varied relevant websites. Now why should this concern someone working on climbing the SERPs? Well, when you perform a search, the results page you’ll see contains the top 10 results. And if 4 of those top 10 are from the same website, odds are you may not have even made page one. The change is recent with Google, and if you’re ranking 5 and less on page one of their results, if your not diligent with your SEO you may soon find yourself on page two!
Page one of the Google SERPs is a difficult nut to crack, and with this recent change it’s added another level of finesse which has to be used as your site is optimized. When interested small business owners reach out to the SEO experts, it’s often they balk a little when they learn what the actual cost is to hire a professional; but if you think a pro is expensive, try hiring an amateur. Search engine optimization is the best return on investment in the online market place, so what is it worth to you to be found.
There are a great many different trades out there, with widely varying skillsets. Chefs, mechanics, electrical engineers basically you could list jobs until you run out of breath. But just because someone once cooked breakfast, I wouldn’t assume that they could handle a full course meal for 100 guests. The skillset just isn’t there.
So it’s the same for search engine optimization and search engine marketing. The terms are very different, and different measures and skills need to be applied when working with the two. As a for instance, the largest difference in SEO and SEM is placement within the SERPs. SEO will return organic placements, in the center of the page only partially based on your content if it was deemed relevant to the search parameters. SEM on the other hand, will net you a place within the sponsored links area of the SERPs, where compelling ad copy can net customers. Different skills for different results.
Just as SEO and SEM differ, so does the practice of SEO, web design and web programming. Web designers who sell themselves as web programmers who can also list you page one for SEO, that’s an exceedingly wide range of skills. Often these skillsets can mesh and work well with one another, but just as the saying goes “jack of all trades, master of none” if you try and contract a do it all for your online branding, you’ll find your results lacking.
Web designers typically aren’t interested in what’s necessary for organic SEO to be most efficient, as it really has nothing to do with how aesthetically pleasing the page is. Web programmers conversely, are likely to use a lot of dynamic coding which doesn’t play well with organic SEO either. There is a middle ground, where an aesthetically pleasing website, can be active and interactic for your users. Ensuring you properly weigh out a budget for your web design, programming *and* SEO separately, is your first step to running your way up the SERPs.
Lots of news came out of the Web 2.0 summit, and there was an interview hosted by Tim O’Reilly and John Battelle where they spoke with Mark Zuckerberg, CEO of Facebook. They touched on a number of subjects, ranging from the new Facebook Messages service, to privacy and on to opinions and thoughts of “what’s next?” for the web.
Zuckerberg said that initially the idea of Messages came to him when having a conversation with a high school student who lamented that email is “too slow”. Taking the idea to the drawing board, the development team decided that they could lose certain aspects which makes email a “slow” medium of conversation. Things like the subject line, multiple paragraph letters and formal signatures. Messages aims to streamline communications between instant messaging, SMS (simple messaging service) and email.
When Zuckerberg was asked about Facebook and some of the privacy concerns, as well as the seeming mantra of “Don’t ask for permission, ask for forgiveness” he deflected the conversation within a sentance or two back to the Messages service. Mark made the point that even though Facebook allows the friendship relationship to share information across wide groups, he made the point that “I don’t know that we’re 100% right about it”. Also admitting that Facebook is often in the crosshairs of privacy watchdogs because “Facebook is at the forefront of the internet privacy issue, and are trying to come up with solutions” Getting everything right, everytime isn’t a possibility for any company on the web, but it’s perhaps the two values being pressed to development teams at Facebook that keeps it in the privacy limelight; move fast, and be bold. If an idea is fleshed out, take the chances and move fast on it and let it into the social world. Change is always scary, but it’s also the quickest and surest way to grow and adapt.
A rather pointed question about competition was directed about the ad network on Facebook, in the form of being socially driven. Zuckerberg somewhat deflected this question as well, stating that he’s not sure it’s the right direction right now, and that there’s still a lot of work left to do on the web. When it came to the user base of Facebook, the metric which was given was that “50% of user accounts on Facebook are active everyday” and in the next 5 years or so, we’re going to see the internet moving into a more socially interactive model. Seeing as how Facebook is *the* social place to be online right now, the question was asked if there will be other social graphs to make an appearance and gain importance. In answer, Zuckerberg showed that a few years ago, app developers wouldn’t have contributed to the web space mainly because the user base wasn’t centralized. Now that developers can safely assume that 60% of their userbase are Facebook users and are “socially enabled” it allows companies and businesses to develop apps and services that even just 2 years ago didn’t make sense. The expectation is there will be various social graphs online, and they will all be able to work together.
One of the better questions pose was in terms of with Facebook becoming such a giant in the social space, is Facebook aiming to be the prime destination online, or is Facebook wanting to be an enabler for the web. Unexpectedly in a sense, Mark made the admittance that Facebook will be more of an enabler of the web as we move forward. There was a graphic at the summit, outlining the web in different countries in a way. At the end of the interview Zuckerberg pointed out that the image should be changed. As the graphic detailed the internet and online industry in a “zero sum” fashion, as in no room to grow or change other than taking anothers place, the image should be comprised primarily of an undetermined space. It’s the skewed view of the media, and a great many industry analysts that the web is a defined space, that leads to the headlines of “Facebook declares war on Google” and so on.
It was a good interview to listen too, and Zuckerberg had some interesting points to share on the web industry as a whole. Have a watch for yourself and see.
Google has rolled out another new feature to search, and this time they’re getting to your roots. Currently dubbed Place Search, the idea is that all of the local information of Google Maps and listings are being turned into a searchable interface.
Couple in Google Instant, and the search page changes to show you their prediction as to what you’re looking for. Restaurants, appliance sales and repair or what ever else might tickle your fancy, if it’s local, it will have a new search results page. What you’ll find when the page comes up is phone numbers, address, a brief description of the ad as well as reviews if you happen to make a choice and click on a link.
Jackie Bavaro – Place Search’s product manager:
“Today we’re introducing Place Search, a new kind of local search result that organizes the world’s information around places. We’ve clustered search results around specific locations so you can more easily make comparisons and decide where to go…”
“Place Search results will begin appearing automatically on Google when we predict you’re looking for local information.”
“In addition, you’ll find a new link for “Places” in the left-hand panel of the search results page so you can switch to these results whenever you want. For example, when I’m in New York, I love to go out and play foosball, but a search for [foosball] doesn’t automatically show me Place Search results. If I click “Places” I get the new view.
“We’ve made results like this possible by developing technology to better understand places. With Place Search, we’re dynamically connecting hundreds of millions of websites with more than 50 million real-world locations. We automatically identify when sites are talking about physical places and cluster links even when they don’t provide addresses and use different names.”
Local search just took a huge leap for Google, in a way it’s their answer to FourSquare local reporting and listing power. If you’re not being found now on Place Search, it’s the next step in the powerful world of SEO, and there’s only two places in the race for the top. Page one, or page none. Where are you?