Browsing "online marketing"
There was the big conference today from Microsoft Bing and Facebook, and from the sounds of things they’re trying to give the world of search a stiff shake. The partnership idea that’s been rolled out (very small snippet) is when you search for an item or topic on Bing, your socially relevant searches would appear first. Your friends likes/dislikes on a subject or topic that you’ve plugged in. Some good questions have been asked from the conference, items of privacy of course what with Facebooks infamous history thus far, and of course someone asked about the money incentive (no answer on that last one). The far reaching goal is that your search is tailored exclusively for you. It’s personalization of the SERPs for *everyone* who uses Bing.
About the privacy factor, the social search angle is functioning like a module within Bing. A module, which can be turned off should you choose to shut it.
Zuckerberg stated : “We have this idea. 500 million people can look you up on Facebook. We think why shouldn’t applications be able to do this to?”
Because everyone is searchable on Facebook, set to private or not, the train of thought is to allow applications the same level of trust. Bascially you’re allowing Bing, to see all of your informationg you’ve made public on Facebook, and makes that information searchable to your friends list.
The social search angle isn’t meant to completely remove the traditional SERPs page you’re accustomed to seeing, it’s being added to help personalize your queries and provide you with unique results, relevant to you. It’s an updated twist on the personalized search results you start to see within Google for example, minus the cookie saving sessions. The negative side I personally see at this juncture, would be the fact that you need to Opt-out of the service should you choose not to use it. Some would think Facebook learned their opt-in, opt-out lessons by now. Only time now will be the determining factor on this new idea.
Appearance, usage, accessibility and speed. Four qualities which should be incredibly important to any website owner and doubly so for users. If a site isn’t appealing to the eye, easy to use, have intuitive navigation and is slow to browse, it’s almost certain to be skipped over by users first and search engines later.
The qualitites came to mind over a conversation with a friend, they’d lamented that the coroporate side had changed the website and made it unfriendly to use. Previously their site was css based, very little code written on page, and had a good deal of content to be indexed relevant to their rather competitive niche. The new look and layout for their site, abandoned CSS in favor of Java, Ajax and active scroll over elements on the page.
The new site is visually more appealing than the old one, the effects that were added with all of the new coding however, was unecessary. Dropping indexable, search engine friend CSS for Java and Ajax was a half step backwards though in the search wars. While the coding offers a great deal of flexibility in what your website can look like and do, it’s basically entirely skipped over by search engines. The website in question has been running a brief survey on the new look and feel, and so far the consistent response has been that past consistent users, have begun to use other portals to meet their needs. Their new site, while more appealing to look at, was too slow, difficult to navigate and wasn’t easy to understand at all.
It’s a good example of the addage, “If it isn’t broken, don’t fix it”
Content is an incredibly powerful optimization metric on your website. It’s your effective communication to the search engines of the value of your website. Stuffing your page full of pictures, and not describing them in any way is almost a guaranteed way to get yourself lost online with little to no viewers via search. Now the flip side is also true, you can’t cram a thousand lines of text on a page and expect to rank on page 1 for your niche without using a degree of care.
The simplest way to describe it, you want to sculpt the language on your site, to appeal not only to the search engines, but to your visitors; current, and future of course. No one knows your business like you do, but a key point you need to be aware of as a business owner, is that your clients don’t know your business like you do. So don’t clutter your text with technical terms, or vague descriptions around products or processes. Making the assumption that your customers and clients know you as well as you or your salesmen do, can be a detrimental step in the structure of your content.
The number one rule when it comes to content generation?
On the social front of your site or experience, there’s been a mashup of the trendiest, retweetable terms determined. It seems that while there’s no sure fire way to have your news or posts immediately rebroadcasted, there are ways to help increase your chances. The most popular terms for titles would have to be “How to”, “Increase”, and “Social Media”. In theory, a surefire way to have your post picked up and passed around would be to use that text as your title, and craft an article around it. Apparently however, “Trust”, “Talk” and “Sentiment” seem to be very undesireable text tweets. Food for thought.
So the big news so far this week would most definitely have to go to the newest change in Google search, Google Instant.
Google Instant is starting to roll-out to users on Google domains in the US, UK, France, Germany, Italy, Spain and Russia who use the following browsers: Chrome v5/6, Firefox v3, Safari v5 for Mac and Internet Explorer v8.
In a nutshell, Google is completetly your searches for you as you type, so no need to hit that enter button. They broke down the search time in a basic format. It takes about 9 seconds to type a query, 1 second to return results, and on average, 15 seconds to select your best choice. The idea, is that Instant will reduce search times by as much as 5 seconds!
Unless your a professional racer of some sorts, 5 seconds may not seem like a lot, but it can mean the difference between an ad impression, click through, or new visitor to your site. As a business owner, you need to decide and realize what your time, product and online presence are worth to you. Google Instant isn’t available widely, and can be shut off by users who dislike the service. But, what are you worth? Is your competitors site optimized better? Is your nearest rival perhaps in a better search position on the “normal” SERPs? With the looming introduction of permanent Instant, how much is your online brand worth to you? A difference of 5 seconds could mean the difference between a new contract, or being on the receiving end of a dusty unused website.
Of all the verbage thrown around when working with online marketing, a term that is often used as a negative, would have to be bounce rate. Used usually as “The bounce rate of your site/page/products is why you don’t have conversions” It’s seen as a black spot on a site, and needs to be handled as soon as possible. Bounce rate can also be used as a metric for growth as well how ever, if your SEO expert is on the ball, they’ll understand how to analyse and adjust your pages to change that rate.
A definition via Wikipedia:
Bounce rate (sometimes confused with exit rate) is a term used in web site traffic analysis. It essentially represents the percentage of initial visitors to a site who “bounce” away to a different site, rather than continue on to other pages within the same site.
A visitor can bounce by:
Clicking on a link to a page on a different web site
Closing an open window or tab
Typing a new URL
Clicking the “Back” button to leave the site
Using the above list, you can begin to personally gauge where your pages may be going awry with a high bounce rate. Do you include links to external sites? If you do, are those sites also yours? Do you have loud music/sounds or flashy videos on your site which may startle people and annoy them to closing your page? Is there nothing eye catching on the page to compell visitors to stay on your site? Session timeouts are generally gauged in the 30 minute range, and if a visitor hasn’t purchased your product, or visited other pages on your site within that time frame, then you need to begin, by looking at your content.
Just as a rule of thumb, remember that your SEO can bring you visitors, it’s up to you to convert those visitors to customers and/or clients.
Google is cleared of snooping, meanwhile their search business is drying up and Google is home of the most malware.
Out of the three headlines that graced some of my reading today, only one had any lick of sense to it. The Information Commissioners Office of the UK, has essentially cleared the Goog of any wrong doing in the accidental acquisition of wi-fi data by Street View cars. From the ICO:
“The information we saw does not include meaningful personal details that could be linked to an identifiable person. On the basis of the samples we saw, we are satisfied so far that it is unlikely that Google will have captured significant amounts of personal data.”
The ICO will however, continue to monitor the other global investigations into the data collected by Street View cars by the other nations (France, Spain, Germany, Australia and 38 states in the US) filing suit.
Google Search Dieing?
In a CNNMoney Fortune article that made me wonder if it was ever actually read or double checked, Googles growth, and search business is apparently dieing and shriveling up. Facebook, according to the article, is Googles biggest and most fearsome competitor, and Apple is trouncing the giant in tech growth.
Even just the first sentence invokes a sense of “what the?” when in the space of a few words the authors admit Google is growing at rates all of Fortune 500 companies would envy, yet Google is losing it’s steam. Lumping Google in the leagues of Microsoft, IBM and Cisco isn’t something I would call a sign of their demise as the search leader.
And as for comparing Facebook to Google, and saying that Facebook is Googles largest competitor? It’s like comparing a Chrysler to a Porsche. They’re in completely different leagues, different industries, with different goals and objectives. Facebook is social, Google is search. And using an example of someone leveraging social media to their advantage, and using a phrase like “Try that with a keyword search” proves that they hadn’t the slightest clue as to what they were speaking about.
And in the obvious section of the web, Google is the Malware King of the web. It just seems to make sense to me, that the largest search provider on the globe, would obviously return the most results from spammers and black hatters and hackers grabbing websites.
You find varying numbers from around the web, but it’s for certaing that Google owns 65% + of all search online. Is it really a surprise then, that in a report from Barracuda Labs, that Google returns 69% malware on popular and trending topics? It was in the news a great many times, and it’s been discussed, written about and beaten to death that spammers and hijackers will do everything they can to ride the trends. Remember the relief websites for Haiti? At the peak of the push for global assistance, it would be a shock to find a full, clean page of search results. Hijacking websites on trending topics is how black hatters and spammers make their living, it stands to reason that going after the largest search provider is the strategy to follow.
There’s a lot to consider as a business owner when you begin to think of ways to promote yourself. There’s online, print, radio, tv, flyers.. the list and different and interesting ways you can brand yourself and make yourself known, are many.
Being that Fresh Traffic is Canada’s SEO experts, we’re in the business of online branding, or internet marketing if you prefer. From Wikipedia
Brand: A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan.
We all know the Pepsi logo, the Coke signature, the Walt Disney castle. All of these images can elicit ideas, memories, and thoughts just because of the brand that they’ve built for them selves. They’re multi-national symbols, recognizable worldwide. It’s always good to dream big..
As a fledgling business owner, your world consists primarily of your immediate location. And there are numerous ways in which you can reach out to your potential clientele. But if you limit yourself, and your business, to your immediate location, you will never gain the ability to grow beyond it. Think of a goldfish and the size of it’s bowl, it won’t out grow it’s means to survive. If you place yourself, and your business within a boundary, you lose the ability to break those boundaries.
Enter the internet, world wide web, the 24/7 marketplace. It does not sleep, does not have borders, and has billions of people snaking their way around it. It’s massive, largely untamed, and free range. And there’s room for you, and your future. Your brand. When you’re ready to leave the fishbowl, know that here at Fresh we’re ready to direct you. We’re the online branding and internet marketing experts. Contact us today, and help us, help you.
You can read about it in the newspapers, hear about it on the radio, and see it on the television news, the world is changing. The way the world works, communicates, and does business is changing daily, and it’s picking up momentum. There are a number of the old school business minds who still feel that print and radio media are the best ways to go about establishing and maintaining their reputation and products. But today’s youth are online pros. They navigate through content, play games, and use communication services with ease and confidence. Here’s a small snippet of their general online activity:
• Half of kids surveyed say that they have been using the Internet for five years or more, and 58% consider themselves heavy users who access the Internet six or seven days a week.
• Communicating and downloading content are two primary uses of the Internet by young people, but education also plays an important role. Nearly 80% say they use the Web to do research for school assignments.
• Gaming is also a popular activity, with 61% of kids saying they play games online, including multiplayer online games.
• More than half (53%) of kids say that they typically view and download media online.
• When it comes to social networking, 73% of 13-17 year-olds today say they have an account on a social networking site.
• Social networking is a fast-growing online activity. 81% of 16-17 year-olds report having at least one social networking account; this number has grown significantly since 2008.
• Girls are more likely than boys to have a social networking account (72% versus 66%) and to say they always or often update their status (42% versus 29%).
With the knowledge that the upcoming generation is plugged in, aware, and extremely capable using online services, and that they are your next customer. They are next level of consumerism coming into their own, in their online world, where search rules, SERPs matter, and an engaging informative website wins the attention.
The internet is not a fad, search engine optimization is not a flash in the pan, and social networking is not fly by night. Continually marketing business the old, unadapted way via newsprint, radio and television, Is the way of the dinosaur. To succeed you need to evolve, adapt, and embrace the changes required for online success.
M – “I started dating this girl, and I want to Google her because she said she’s done some modelling, what do you think?”
W – “You could check Facebook first and see if she’s on there, and what her friends are like.”
M – “Yeah, that’s a good idea I guess. My boss was asking me today if we should try search engine optimization on our site.”
W – “We’ve been looking at it too, the web guys are trying to decide who we should talk to about it, or just do it ourselves.”
A very generic, not so surprising conversation today, but what if you heard it 6+ years ago? You’d have thought they were nuts, and using language and words that had no meaning or bearing on the world today. Google. Facebook, search engine optimization, all everyday terms in normal conversation between two people buying coffee in the morning.
The internet has become so entwined in our everyday lives, that it would be completely strange, to not talk about using it in some way or another in our day to day. In the conversation above, two references to online marketing were used within the span of a few seconds of conversation. Don’t see it? Googling a persons name just to see if they come up, and a brief conversation about how their business is contemplating the use of search engine optimization for their website.
Social media, Google, SEO.. they’re not passing trends. They’re not fly by night, and they’re not going to disappear or magically stop working. They are topics which get discussed over the morning coffee run by the interns. The choice you need to make as a user, or business, will you have the tools work for you, or against you.
“Location, location, location” — William Dillard
Also known as the three most important rules in real estate, location, is everything in business. Manhattan, Beverly Hills, Rodeo Drive, and such, all infer an immediate sense of value. But what if your new business partner told you that his street address was 123 Pickles Street, Noname USA; but that they rank for all of their terms in search in Googles top 5 organically?
Location, whether it is physical, or electronic, is a key to your success in the business world. A shift however, is in motion. Physical address, is becoming less important, as search results location. There are some key differences in the two, and they all come down to cost vs worth in the end. Having a physical street address like Macy’s 151 West 34th Street, New York, sounds impressive, but at what cost? With a price tag average of around $50 per square foot (4Q 2009), and one million square feet of retail space, Macy’s in New York has a hefty price tag to just keep the doors open. Macy’s is a global brand, the name has been in the public for a great many years, but that they don’t even appear in the top 100 listings of Manhattan shopping in Google? The top 10 is populated with primarily information sources, tourism sites etc.
Macy’s, who made close to $25 billion dollars in 2009. doesn’t appear on the first page of Google for Manhattan shopping. It begs the question; why? They rely on their physical location and brand history, to pull them through. But physical location, like street address, is old business. Just like advertising with the radio, newspapers and billboards are dwindling, so will the importance of physical location begin to crumble.
So what is the cost to be in the top 10, or top 5 even on Google? Time, and tenacity and a fraction of the investment of a prominent street address. Online marketing, online branding, and organic search engine optimization needs to be the focus of business in the Information age. The 13-18 generation lives, breaths, interacts, and learns online. Attention spans are lower than ever, but retention rates for products and services deemed worthy, are higher than ever. Building your site properly, marketing it effectively, and being ready for the rush of traffic, can make your business, the newest brand online.
Page 1 is the new “Location, location, location”, what’s your location?