Browsing "search engine marketing"
Of the many steps involved in properly conducting a sound SEO (search engine optimization) campaign for a client, a step which seems to invoke some confusion is the link building portion of the campaign. Properly researched link building is just as important to your success as is the content on your website.
Because of the somewhat, misunderstood nature of link building, there are many fallicies which float around on the web about it. What sites to link to, which ones are worse, too many back links are bad for you, but too few isn’t worth the money.. And they go on and on. You can find some of these myths, demystified below.
Myth No 1.
It is bad for your website to leave your link on an “inner page” or inside page that is either new or has a very low Page Rank like PR0 which has a high Page Rank home page.
This is absolutely false. A solid strategy is to look for good quality sites to link to and most of these times linking is done through any of the many pages of such sites. Content doesn’t exist on only the front page of a website.
Myth No 2.
You should always obtain “relevant” links in the same niche as your website otherwise these non-relevant links won’t don’t help in your search engine optimization and will get you penalized by Google.
Ideally all of us should always try to obtain links belonging to the same niche, however it will not hurt you even if they come from sites belonging to entirely different niche. There is just no way that Google can exert much control over incoming links to your website. If this myth were true, many nasty people just need to start linking bad sites with their own competitors just to bring their sites down.
Myth No. 3
Building lots of backlinks too fast will get your penalized by Google.
Most people make this statement without defining what is considered too many links. The average marketer does not build links to the tune of tens of thousands on a daily basis. Only when this happens would we think it is too excessive and could raise an alert to Google, who may investigate if spamming has taken place.
Continue reading about the myths of link building..
Since link building is all over the SEO news right now, it’s being touted as the “fix” that will open the doors of the site to vast wealth and bring loads and loads of converting traffic. But like with any form of marketing, all of your eggs shouldn’t be in one basket. If you’re only doing paid ads, you should consider link building to your site. If you think that having perfect titles is enough to rank well, perhaps you should consider social media exposure. The key today is embracing all sorts of different avenues and market yourself in the ways that matter to your audience, all the while using everything you have learned from one format to do better in another. How to make PPC (pay per click) advertising and link building work together? Just a few tips to come.
1. Linkable content on site
This ups the chance of a PPC conversion turning into a quality link. Remember, a PPC user will likely navigate your site, not just stay on the landing page. Your entire site should have great content on it.
2. “Sticky” landing pages
Make sure the landing page for your PPC link is “sticky” enough to generate inbound links from the people who click on an ad. This is no different from the “content is king” idea, but sometimes PPC ads just aren’t written, or maintained, with link building in mind. Any visibility is a chance to get a link, period. Don’t waste it.
3. Make your ads memorable
Create link text that people will remember, even if they don’t click right now. They may be back later, and they may even give you a link. PPC copy is a lot like Twitter tweets in that you need to say a lot in a small amount of space, or no one’s going to care.
4. Build up internal pages
The beauty of sending a PPC user to a landing page and not the home page is that you get the chance to generate links internally. This is an opportunity not to be missed. Depending upon your site, deep linking can be very, very difficult.
5. Deception is a no no
This should go without saying, but due to some clever copy, people may end up on a page they’re not interested in. Not only does this waste money, it wastes time and it irritates users. The only link you’re getting out of deception is going to be one that trashes your name, most likely.
Even if you have diffuclty ranking organically, you can still buy advertising space as a starting point. Successful online marketing is about taking all the available chances to get your name out there. If people know where to find you, they may link to you.
Everyone is a buzz about social media marketing. You can’t turn your head without hearing about it at a conference. Marketing professionals are either engaged today or thinking about how to engage tomorrow. Everyone is suddenly claiming expert status (you don’t need a social media expert, you just need a good marketer).
None of this is surprising. Social media doesn’t require knowledge of technology or staying on top of and technologies, at least not in the same way SEO does. In comparison social media is fairly easy to get right. You just need to know how to market to a connected society, have comprehension in sociology and learn the basics behind some pretty easy to use tools. Patience, helps too.
The truth, though, is social media is not new hasn’t really changed since the message board and forum culture of the late 90’s. There are just more people involved now. And we’re actually a bit nicer to each other. But it’s still just digital conversations. The tools have changed, but the way we interact digitally hasn’t – despite the glorification of certain platforms over others and the new found ability to be anti-social in public (or for some, more social) with the proliferation of mobile.
So here’s the truth: digital marketing hasn’t changed as much as some would have you believe. Search is still the number one source of traffic to web properties by a pretty good margin. Sure there’s some social traffic, but guess what – search still wins month over month, it’s far more consistent and it’s just better quality traffic.
And this brings us to the point: despite early adopters shifting habits and changing the way they use the web with the release of each new tool, doesn’t mean everyone does. Search is still the core function of those seeking content or information.
If you’re engaged in things like content marketing you should become more aware of SEO before social media. Social media and SEO do work together, but without having a search strategy locked down first, you’ll never fully benefit from the intersection. Neither happens in a vacuum.
Search engine optimization intertwines with social media and the engines will only continue to look at social signals more in the future as more users participate. Sites like Twitter won’t disrupt the web’s link graph, eventually it may make it even stronger. But your marketing, your media, your brand – by engaging social without comprehension of search means you’re yielding a higher conversion channel to competitors.
SEO should really be left to a marketing brain not your webshop designer.
Having a clean coded website is very important but that clean code will only benefit you once you start trying to get your website ranking in the search engines.
Rankings alone do not generate business; marketing and rankings together generate business in a great way. Yes rankings are very important but if your website is not built with the user experience in mind also than all the rankings in the world will not allow your website to convert properly.
Buyers need to see more than a just a website ranking in search results. A press release written by a marketing person and distributed through the right channels could get you a story in an online or offline publication.
A press release written by a technical SEO person for the sake of rankings will most likely not get picked up anywhere and virtually no positive effect.
Search engine and visitor trust factor is something that not only the search engines need to see but also your audience. A potential customer will be much more inclined to purchase from you or give you a call if they see you in multiple areas, the only way to really be visible in multiple areas is to come to the party wearing your marketing hat.
A marketing approach to building your rankings will not just build your rankings but also build your business.
This was a snippet from PW story
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Between February 2008 and February 2009 the search business grew by 8%, impressive considering that search is second only to e-mail in online activity. More and more, the public is moving to the internet to find what they need and want.
Now 8% may not seem initially like a large number, and unfortunately that’s a problem for a lot of business owners blind to the potential of the internet; even with it being around for so long! Contacts who literally use the words:
“We have no website, nor ever plan to have one”
-Quick, what’s 8% of 307,752,000? (estimated 2009 US population)
It’s a conundrum, which unfortunately can’t be clarified without first hand experience. It’s like when you’re a child, and you first touch something which burns you, you’re apt to not do it again as you relate the pain with the extreme heat. The same goes for the internet, and lost potential therein. The big difference in the latter case however, is once you’re behind in the world of online marketing, you’ll find yourself caught in a race, which most times, feels like you can not win. Everyone else seems to have a stronger foothold, and an insurmountable following online, and in some cases.. that assumption is correct.
But there is a weapon, a tool, which can help you win the race, and slay the beats (of your competition). Don’t be fooled by the imitators, the true genius of Search Engine Optimization, is only evident within the inner workings of a site molded by an SEO master.
8% is 24,620,160 if you were wondering.
Some people think doing more with less implies doing a lower quality work with fewer resources, I would simply argue it means finding a way to work smarter, improve efficiencies and make your current investments work harder for you.
What does this have to do with SEO you may ask? SEO is lauded as bring one of the most cost effective forms of online marketing. Most, if not all companies have some form of career website that they’ve invested thousands of dollars in. If people not able to find your website, this investment is not living up to its full potential.
3 Reasons Why Companies Should Turn to SEO
1. Marketing Budgets Go First – In a not so hot economy, the advertising and marketing budgets or organization are generally the first to get cut. Knowing that your competition is reducing their marketing spend is the exact reason why increasing your marketing efforts will give you a great advantage. Research shows that companies that continue to market themselves during a down economy grow faster than companies that do not.
2. No Travel Budget for tradeshows – People that might generally attend out of town tradeshows to scope out new products and services find that their travel budgets have disappeared and are now having to turn to the internet to do their research. Companies out there that are still in a position to buy, but you need shows up in their search results in order to be given consideration. The way to ensure this is by optimizing your website via SEO.
3. Maximize Your Current Website Investment – “Buy” Instead of “Rent” – With limited budgets it’s important that you laser focus any current and new initiatives, targeting only those tactics that will give you the very best return on investment. One of those most impactful tools available is SEO. By optimizing your website, you are no longer wasting traffic from the search engines; you are investing in a long term solution that will allow you to take ownership of the search traffic that was yours in the first place.
Companies that adapt will survive and grow, businesses don’t grow by staying stagnant. Investing in SEO now will give you the best chance at pulling ahead of your competition in the future.
Traditional media advertising, it’s not dead in the water, it’s merely being replaced as the world moves digital. Newspaper circulation, while dwindling isn’t completely dead, but that industry is placing content online, accessible only by subscribers. An additional incentive to have both. Radio stations have daily/weekly/seasonal contests, with special consideration to followers from their website as well.
Search Engine Optimization is coming increasingly to the forefront of the advertising world, and big business who has relied on brand name alone for so long, began to feel that sting over the last few years. They’ve picked up the ball, and paid big bucks, but ran with it. The little guys, do what they can as they go, but do their best.
Seeing as how SEO is becoming so important then, isn’t it interesting, and somewhat unsettling that companies who feel they need optimization, resort to placing “help wanted ads” and such to find an expert to help them?
Having relocated to Winnipeg in 2007 and been heavily involved in the Internet for the past 15 years, I was shocked at the knowledge of web designers and webmasters after I arrived.
Outdated ideas, old techniques and lack of good practices and search engine guidelines which have become standard practice across Europe and most of the US for the last 5 years when building websites.
One company I met last week was typical, they had paid good money for a new websites, it looked great to the human eye, BUT to search engines such as Google it was a total mess.
The sites description was describing joomla cms software and the keywords were joomla.
Not very good unless your joomla of course.
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With the recent influx of SEO Experts, there’s been a flurry of activity in the industry,both nationally and locally. Website design being evaluated, online presence (notably lack there of) is being felt by businesses in Winnipeg, and in Canada as a whole.
The idea that Search engine optimization is a required expense moving forward in a successful business has slowly been seeping into the collective business mindset. It’s apparent to the true experts in the field, and when you see half hearted attempts by those trying to wedge their way into the niche, it’s a time to just shake your head.
Some of the gems found in just an afternoon of browsing::
Poorly optimized websites from the “experts”
Blogs/Blog sites setup and used once or twice
Companies guaranteeing position
“One time SEO” websites
The majority of the above examples came from web design company websites, who’ve decided that they are ready, and capable to jump into the deep, dark sea of Search Engine Optimization(SEO)/Search Engine Marketing(SEM).
There are a millions of pages on the web packed with information on SEO, on some of the general guidelines, and the pros and cons of the marketing avenue. But, for every page out there, there are 2,3, 10 pages of mis-information as well.
In the end, it’s best to remember: SEO/SEM is a niche industry, horses for courses, and the real pros don’t just publish all of their tips and tricks. Their results, speak for themselves.