Browsing "search engine optimization"
Let us partake in a litmus test, if you don’t know what that is here’s a very basic definition for you : A test that uses a single indicator to prompt a decision. So here’s the question to answer: Do you have a website for your business? If the answer is yes then the answer to this next question is yes as well; you need to have a solid SEO plan in place.
It’s not voodoo or black magic, it’s not about putting videos up on Youtube and tweeting to your Facebook fans (that’s social marketing and it works as well) SEO is about making the search engines love your website. SEO is about telling the world that “Yes I am the authority on <your niche> in <your location>. I can take care of all of your needs.”
Now here comes the tricky part, there are some simple things you’re going to need to come to grips with when it comes to search engine optimization. The number one point you need to realize is: SEO costs money. Who’d have thought that having someone go through your website, clean up it’s code, properly build it’s navigation and make it faster online would cost money! It’s like putting a new engine in your car, if you’re incapable of putting the hours and skills into doing the work yourself, you’re better off paying the professionals. Even those very simpe steps I mentioned can help to increase traffic and visitors to your website. Another extremely important point, arguably the most important, SEO is not an instant quick fix to your search rankings. It takes time to re-tune your website, update the content and clean the code. After all of that the spiders need to come and crawl your site and decide if it’s better than the last one you had and how you would stack up against your peers now. You could be re-indexed in a day, you could be re-indexed in 2 weeks. You may be on page 6 when you started your campaign and after first pass you’re up to page 3, while not the page 1 where all of the action is you’ve literally improved 100% from where you previously were. The most common metric we tell our clients new and old is, you’ll begin to see significant long lasting results in a 6 month plus time frame.
Enough of those two big scary ideas (money and time), lets talk more about what’s going to happen to your website once you’re up in the rankings. Sitting on page 1 enjoying all of the new visitors you’re receiving, you need to begin to take a good hard look at your home page. Traffic is useless without a conversion of some sort. Sign up for my newsletter, subscribe to our coupon book, buy our product. You need a call to action on your website where visitors arrive. Because if people show up to the party and there’s no party, then the visit was wasted.
To recap: SEO will cost you money and it will take time. Once your campaign is in full swing, breakdown your website and determine your call to action on your landing page. Because without these 3 key understandings, it doesn’t matter if you’re number 1 on the SERPs, or number 1000.
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.
What is a domain name worth? well the average price of a .COM domain name is $2,595, according to a study released last week that analyzed 10,608 domain sales during the first quarter of 2011.
Buy your Domain Today
This could be pretty useful information for digital marketers out there to work into their budgets, but more importantly, they should look at the overall value that a domain provides because the return on investment can be fairly substantial.
Domain names are a pretty basic tool in the digital marketer’s arsenal and should be a main component of any campaign, brand management strategy, product marketing strategy, or even an SEO strategy. However, their importance is often overlooked and can sometimes be cast aside due to the sticker shock of how much the right name costs.
Domains have been sold for $13 and for $13 million, but if you consider the average price, it’s a reasonable investment in the grand scheme of a marketing budget. To put it in a brick-and-mortar perspective that most anyone can understand, $2,600 is roughly the cost of a vinyl sign or display booth, making it a very reasonable investment for most companies.
Another thing to remember is that a domain is an investment, The money you spend upfront on a domain will pay dividends in the traffic it helps generate, but it’s also an asset that will appreciate in value over time. According to the same market study that benchmarks domain transactions, the average price of a .COM increased 9 percent from the first quarter of 2010 to the first quarter of 2011.
We often take domains for granted because they’ve become a part of every day life, but they’re a valuable tool for driving traffic, and in the end, that’s what it’s all about. Short and memorable domains can make your site easier to find for new and returning customers; keyword domains can improve SEO and reduce the money you spend on SEM; domains that define a category can capture natural type-in traffic. With the right strategy, domains prove their value many times over.
You only get one domain name, when it’s gone, it’s gone. Securing your business or personal domain name should be one of the first things you do online for Branding, Marketing & Sales.
If you require help securing a domain name for your business or to check out our stable of branded domains, call us today 1.866.259.2483 or drop us a line, we would be happy to help.
Occasionally a client tries to take things under their own control when it comes to their website optimization. They start changing and adding their own links and text onto the page and the next thing they know, they’re scraping the bottom of page 4 when they were previously rocking their way up page 1.
It’s not unusual at all to have curiousity where your website SEO is concerned, but devestating effects can occur when the uninitiated try and take the reins and drive their site they way they see fit. The constant and recent algorithm updates within Google, Bing’s addition of the Facebook metric can wreak havoc with a constantly changing website.
It’s not a difficult concept to grasp, you hire a search engine optimization expert to optimize your website to increase your visibility online. Grow your brand name online, manage your reputation, perhaps bury your competition in the process. Molding your content, cleaning up your code and making sure all the steps are in the right spots for you to climb to the top of your niche in the search world. What we are not paid to do, is fix fleeting experimentation on your website conducted by your web techs in your hopes of saving a few dollars. We are contracted to build your online worth to a point where you become the authority in your niche market and make you a globally known name if you so desire. When we’re confronted with web programmers who only have an idea as to what we’re doing because it looks the same, that’s merely the surface of our work.
I’ve said this a few times on the blog already, but I’ll say it again. You don’t pay a mechanic to fix your home plumbing, you wouldn’t pay a plumber to fix your cars transmission. You should not be paying a web designer for SEO work, nor should you be contracting an article writer to design your website. Choose the right tools for the job, don’t skimp on the bottom line as you always get what you pay for.
There are a long list of dos and do nots to be found online. A well coded website, decent content well written and relevant to your visitors needs and maybe a picture or two to liven the look of your website up.
An unexpected issue however, pops its head up from time to time when working on our clients sites. Even though everyone who knows everything talks about how keywords and description don’t mean anything in your SEO campaign, think of them instead as a gauge to begin your efforts. Your description is the snippet of information displayed in the SERPs when you show up as a result. As an example, a very popular content management system out there is Joomla! and more often than not when we have a client needing an overhaul, their keywords and description tags are full of joomla, joomla, joomla.
You might be saying to yourself now “So what, that SEO blog I read says description and keywords don’t matter”. Would you visit a website when their snippet for their website consists of “Joomla! – the dynamic portal engine”? It’s sloppy coding, poor diligence on the part of the designer and owner of the site and is reflective of their quality as a service vendor.
So to recap, as much as your description and keywords don’t matter to SEO, they matter as an impression to those who may be searching for your services. You need to bear in mind both as a website/business owner and as an SEO with a list of clients, that neglecting even the smallest detail can have a large impact on your visibility and marketability. One last small tidbit of information to help you along, don’t try and be too clever when creating your description and keywords. That’s all I’ll say about that point.. for now.
There are some general misconceptions about SEO which crop up from time to time and often come up when going over the process with clients. Some points are extremely valid questions to bring up while others receive ambiguous answers as it changes every day.
Some discussion points like “Why do we need to wait in building back links to our site?” for example tends to come up. To build up quality back links to your website takes time first of all, secondly if you were to go the shady route and buy thousands of links to boost your Page Rank, it’s a very quick way to get the search engines attention. And not in a good way!
“Why should I pay you every month when this other guy says he can do the same for a one shot job?” This is probably the largest misconception about the SEO industry and one of the hurdles which we are met with in dealing with new clients. The biggest reason that you can’t do just a once over and expect the results to carry on forever is because the internet doesn’t shut off. It doesn’t stop, it doesn’t sleep, it’s always changing. And in order to compensate and keep up, the search engines do exactly the same. The change their algorithms, tweak the results and shift the rankings on a weekly, and sometimes daily basis. Upkeep is absolutely essential to remain competitive in search engine optimization and someone telling you they can plant you firmly at the top for a one time cost of $200 is yanking your chain.
“SEO doesn’t seem so bad I’m sure our techs can do it here” This is perhaps the most closed minded statement to be encountered. I’ve written of it here on the blog before, but pick the right horse for the course. When you’re building a new website, contract a web designer. When you’re adding basic information to your site or updating information, use your techs. When you want to bring your brand and website up in the rankings, use a search engine optimization expert. Saying that your tech who does your database scripting will do your optimization for you is basically money lost at best. At worst, they try and shortcut your site and you get kicked from the index for breaking a rule or two.
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.
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.”
Most people have the memories of growing up, and watching their parents doing their jobs, what ever that may be. Watching your mom or grandmother make breads or mend clothes, watching your uncles fix cars and make the seemingly unworkable, run like new. But with no instruction, would it feel right to attempt the same feats?
Being mentored in a position or being groomed and trained to work in a specific field to meet clients and industry expectations is a vastly different process. To be trained as a chef, even a level 1 chef in the Canadian industry takes a minimum of 3 years to even wear the mantle of ‘Beginner’. To become a dentists assistant, that person who just puts a mirror in your mouth and secretly goes ‘so that’s what you had for lunch’ even goes to school and trains for a year; to become a dentist takes again, a minimum of 4+ years. Doctors go to school for 7 years and up, business professionals go to university and/or college for 2-5 years depending on their goals they’d like to meet. All of the industries crowded with professionals all maintain a minimum level of training in the average area of about 2 1/2 years of some kind of post secondary education.
So curious then, how is it that with just a handful of 1 hour webinars can someone become a search engine optimization expert? Is it possible that just by sitting by and watching the experts work, is enough to glean the necessary knowledge that it requires to be capable in the field? The best practices of SEO are trumpeted from every corner of the web marketing websites on the web so generic knowledge is readily available. But the time spent training your skill set, working on a dozen websites at a time, working over the code of the pages, managing the content and tinkering with the keywords is where the expertise begins to take shape.
The man who’s trained me with all I’ve learned wrote about it some time back, and I believe he said it best. If you think you’re an expert in the search engine optimization field, prove it. Create for yourself, a half dozen websites on various terms of various competetiveness. Then the easy part, make them list organically for each of their respective niches. Work the code, massage the content and prove to yourself that ‘Yes I can do SEO for clients’.
You don’t become an expert, by watching experts work. To even make the statement that you can accomplish the same level of skill in a single sitting that’s taken years of refinement reeks of ignorance. As the boss would say, ‘horses for courses, do what you’re good at’ and stay out of our sandbox lest we get sand in your eyes.
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.