Browsing "search engine optimization"
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.
Just one last short week to go before it happens, before the big windup of Christmas. The weeks leading up to this day, definitely the busiest shopping days of the year, with billions of dollars being spent on everything from toys to clothes to food toe jewellery. And the growing trend? Skipping all of the crowds, the jostling, the pushing and frustration of shopping in the masses, and doing the buying online.
The question is, how much business have you seen this holiday season from your website? I can propmise you that if you weren’t in the top 5 of the SERPs, your online bottom line will be abyssmally low. But with the cost to return being so low, why should it be? Ignoring the growing billion dollar consumer base online, all you do by neglecting your website is cost yourself more money. Traditional media can not compare to the ROI that organic search engine optimization boasts. The results are measurable, both in visitors and time spent using your website. Can you say the same about spending thousands of dollars on limited runs on the radio, newspaper or television? Only newspapers offer a remedial metric of measuring the traffic you get from your cost, and that would best be by using a coupon to save money on a visit to the store. Then there’s that other small problem of hours of operation. If consumers interested in your product can’t get to your store before it’s closed, you can count the sale good as gone as they’ll pick their purchases else where. But the internet does not sleep, does not take holidays and does not need to help that nice old lady with her 200 questions about the plates she would like.
If you’ve spent time, money and effort on your website, stop letting it rot online. Open your business eyes to the power of the web, the cost effectiveness of search engine optimization and hitch up your pants for a banner year to come. Because this year is nearly over, a new year is around the bend and it will only become more competitive online. Stop waiting and buy yourself the best Christmas gift ever for your business, qualified, interested traffic wanting to spend money on your wares.
Getting your company noticed online is not always an easy thing to achieve. If your Website does not appear near the top of the first page on a Google search, chances are it will not see very much traffic. So in what is becoming an increasingly cutthroat business, how does an organisation draw attention to itself online?
By employing a specialist search marketing company like fresh traffic whose goal is to help customers to find new business online, there are two distinct options for driving traffic to your Website. Search Engine Optimization (SEO) is all about making your Website friendlier to search engines, thereby achieving a higher ranking on the page. SEO focuses on optimizing elements such as keywords, navigation, images and videos, in order to obtain the best possible ranking on a search engine page.
The second option is Google’s AdWords, a paid for offering designed to maximise your online return on investment (ROI). AdWords ensures that when a Google search makes use of one of your keywords, your advert appears opposite the organic search results. Since it uses a pay-per-click system. AdWords can be more costly than SEO, but it is also more targeted and will not fall foul of changes in a search engine’s algorithms.
The down side to this is the fact that not only do the majority of users look predominantly at the left hand side of the page, (the organic SEO side) they also trust organic search results more, meaning they are more likely to click on these. Other problems include the rising cost of pay per click, along with the limited amount of copy space available – everything needs to be squeezed into a 70-character limit.
Businesses paying to improve their websites with search engine optimization (SEO) should be prepared for the cost, many companies today are paying a small amount of cash and expecting big results, but that as with most things “you get what you pay for”.
People investing in SEO should be wary of companies who charge very little as if a deal seems to good to be true, it probably is.
SEO to some can seem like smoke and mirrors, some companies we know now simply offer search engine submission, or Google adwords and camouflage it as SEO.
Doing it half way will leave you no better off than when you started down this path and don’t forget the thousands of dollars you could potentially spend in the effort, businesses should invest time and money in proper organic SEO and remember that the service is not a “one-time hit”.
Our company has experts who can help in respect of both SEO and AdWords. Call us today 204.942.4200
You can always add social media into the mix with a facebook or twitter account if needed.
At what lengths do you go, to save yourself or your business some cash? Where do you decide to trim your budget. Production? Acquisition? Marketing? Development? Depending on your niche and business model there are many more to add to the list I’d wager. So when it comes right down to it and you need to find some money, where do you trim, all too often the budget cuts fall on the marketing angle. And the first place that gets the shaft, is online marketing more than not.
The argument usually heard is that it’s not tangible, you can’t track any results or gains with it. The internet is a virtual world of switches, capacitors and electrical connections, so in a touchable tangible sense it’s not “real”. The numbers however, the web is full of numbers which are very easily countable. That machine you use on your desk at the office and at home everyday is, at it’s core, an overgrown calculator. Traffic, sales, visitors and unique first time viewers are all metrics easily tracked by the software that expert SEOs use to demonstrate to clients that what we do works like gang busters.
And a question that we are asked time and time again is: “Why should I retain you on a contract if the guy down the street says he can do the same for me for only $300?” And since people keep asking, the simplest and honest to god answer is maintenance. See, the internet never sleeps, never rests and is always changing. Google, the king of search and search marketing is the same. Always changing the algorithm, making it faster, smarter and it can throw the entire results page into disarray when they make a number of changes at once. Retaining your position on the SERPs in the midst of these changes is why we’re the best. And it’s why we can command the costs required for the care we give to your online marketplace. Now, if you’re still unsatisfied that this is the case, a simple analogy for you in easy to understand terms.
Your website is a car and Google is it’s engine. The internet are the roads you travel endlessly. Knowing you need a tune up (SEO) you look for a mechanic to tend to your car, and decide to settle for the budget variety to save a few dollars and settle in for a rest. Waking up, you find out that your Google engine has decided that it doesn’t like unleaded fuel anymore and instead wants diesel. So back to your mechanic who tells you ‘Sorry, I don’t know what I need to do to work with diesel’. And instead of driving your way to the top, you’re stuck, stranded on the side of the road with a stalled site (car), and work done on your engine that no longer works.
If you need to save some budget dollars and decide to focus on marketing, then trim your budget in the old, untraceable metrics like television, radio, newspapers and billboards. Playing catch up on the web is an exponentially more difficult game the longer you wait Winnipeg, time to get a move on.
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.
When it comes to SEO many people make the mistake of thinking that search engine optimization as an action. They are wrong. SEO is a process that must be continually maintained for as long as you wish your website to competitively rank for certain keywords.
Imagine you had purchased a car with the intention of racing. You then spent a great deal of time; money and effort in upgrading that car competitively. After many performance upgrades you take it to the tracks and enter it to compete against millions of other cars of varying performance and experience. You do not however invest in a pit crew or a maintenance crew. Would you realistically expect your car to come in first place? You do not get new tires, or fuel or any of the other equipment and services needed to keep your car operational let alone competitive. You do however continue to enter your car in the race. Months later, when you check on its performance how surprised would you be to find out that its doing even worse in those races then when it started?
Search Engine Optimization (SEO) works the same way. The car is your website, the performance upgrade is SEO and the pit crew is progressive optimization.
SEO maintenance is the continued optimization of your search engine marketing campaign. The internet is constantly undergoing changes as is the algorithms used to prioritize websites rankings within the search engines.
There are many factors used by search engines to determine ranking. A major factor is the relevancy and authority of a subject related to keyword phrases. If your content is not being upgraded or updated then it stands to reason that your site content is less relevant then a competing site with up to date information.
Once you do obtain high ranking within the search engines, it is essential that progressive optimization is performed to keep those rankings. Make no mistake, your rankings will change. The search engines are constantly making changes to their algorithm which will affect the rankings for your keyword phrases. Sometimes this change will have a positive effect, often it will result in lower ranking. Sites have been known to disappear from search engine results entirely after an algorithmic change. It is important be aware of any such algorithmic changes and be prepared to counter any drop in ranking.
Another thing to keep in mind is that you and your competitors are all striving for the same rankings within the search engines. Your increase in rank comes at the expense of a competitors ranking. Remember your competitors are also trying to regain or improve their own search engine rankings as well. Without continually optimizing your own site, your competitors will overpass you and push your ranking results off of the first page, then off the second and so on.
One of the challenges facing any new industry is creating a demand for and an awareness of the industry in the mind of the consumer. Since many Website owners have only a general idea of what search engine optimization (SEO) is and how it works, I’ve come up with an analogy from another industry that makes it easier to understand.
Search Engine Marketers = Ad Agencies
Search engine marketers dealing with paid listings are very similar to ad agencies in offline media. They work with the message and the creative to get people to take action: to buy, subscribe or register. They have budgets and are able to monitor results and tweak campaigns to get the maximum return for their clients.
It’s pretty easy to see the parallels between SEMs and ad agencies, but a little harder to understand the role of search engine optimizers, as they relate to the “free” search listings.
Search Engine Optimizers = Public Relations Firms
A search engine optimizer is actually very similar to a public relations firm in the offline world. Public relations firms try to get their clients mentioned in news stories and featured in print and broadcast media, i.e., they obtain “free” publicity. An SEO consultant attempts to get their client’s site listed highly in the “editorial” or “free” listings of the search engines. As with offline media, the editorial content (or listings) often carries more credibility with consumers.
Just as a public relations firm carefully writes press releases and formats them in a way that is favorable to the news media, a search engine optimizer adjusts the code and wording in a site to present it in the way that the search engines prefer to read it. A good SEO (just like a good PR firm) will create content that is interesting and useful, making it much more likely to be ranked well (or be newsworthy).
PR firms often act as image consultants as well, working with the company and its executives to make sure they present the best possible impression when meeting with the press. They make sure their message is consistent and in keeping with their brand, to help firmly cement the company’s image in the mind of the customer. A professional SEO often does the same thing for a site, making design or usability recommendations to ensure that once people arrive they will easily be able to find what they need.
Not All Search Engine Optimizers Are the Same
There are different kinds of SEOs, just as there are different kinds of PR firms. Some PR firms merely churn out press releases on a regular schedule. They spend their time faxing and following up on items that may or may not be newsworthy. They make very little attempt to be creative or find truly newsworthy events within the company — they simply send a regular stream of minor happenings out via press releases. They may even try to sneak releases past screening personnel or exaggerate the truth in order to get a mention in the media. Ineffective PR firms waste your money; an unethical one can even hurt your company’s image.
The parallel in the SEO industry is those SEOs that use deceptive practices to place their clients’ sites in the engines. One such tactic would be the use of software to churn out keyword-stuffed pages instead of attempting to improve the site itself. Another tactic would be showing search engines different content than a human visitor would see. These are strategies that work in the short term. But just as a newspaper editor will eventually start throwing out all of the low-value press releases from a company that has proved they don’t provide good content, a search engine will eventually do the same to pages using deceptive techniques and which don’t provide any value to site visitors. Eventually, those SEOs will find that their clients’ sites are penalized or banned.
Neither public relations nor search engine optimization are forms of black magic; anyone can learn what needs to be done to get a company noticed. There are PR companies who see the media as something to be manipulated, just as there are SEO companies who see the search engines that way. However, you’ll find that it’s much more productive when an SEO actually works with the search engines, rather than against them.
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?
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.