One of the discussions that new content writers like to engage in is the keyword density discussion.
Somewhere along the line someone told them to make sure their keyword density was at least 1% and not more than 7%, or something like that. Is there any truth to it?
Not really. What’s really important to getting rankings in the search engines is not how many times you use a keyword in your content, but where you use your keyword and how you use your keyword.
In terms of search engine optimization, one keyword placed in the title of your content – an h1 tag at the top of the page – is worth about half a dozen of the same keyword filtered throughout your content. That’s pretty powerful. By the same token, one keyword placed inside an anchor text link is equal in value to about three or four of the same keyword repeated in your content.
Again, that’s fairly significant.
Keyword density may have been important at one time, but it’s not important today. You’d be much better off learning what the search engines are looking for overall and forgetting about keyword density.
What would we do without Google?
Google’s motto to “organize the world’s information to make it universally accessible” is perhaps the one defining characteristic that we can rely on.
The fact that we can debate whether Google lives up to its other motto – “do no evil” – means that we cannot really rely on them to be virtuous.
But we can rely on them to organize the world’s information, and they’ve done that fairly well. At least, theyve done it better than anyone else. If it meant being evil to do that successfully, would be willing to live with the evil?
I think we could advance the argument that most people who consider Google the evil empire probably do so on the basis of some perceived action by Google that has been unfavorable to them or someone they know. In other words, if you operate a website and youve been de-cached or your Google AdSense account was discontinued, etc.
But Google doesnt just penalize people without cause. There is usually a violation of policy somewhere, and if there wasn’t then I’d bet my last dollar that Google would reinstate the individual to favorable status if it was brought to their attention.
That doesn’t mean the search engine hasn’t, and won’t, do evil things. It does mean that they take their mission to organize the world’s information seriously.
So I ask again, what would we do without Google? It was Google who taught us that back links count. It was Google that brought us the wholesale opportunity to advertise our businesses and choose what we are willing to pay for a lead.
It was Google that made us realize that search engine spam can be tackled at the source and while they aren’t perfect at defeating it they do a nice job.
I know that Google is constantly seeking improvement. Sometimes they fail and institute policies that backfire or that don’t work. But they are organizing the world’s information pretty well and I know that if I need to know something really important I can search Google and within minutes have that pressing question answered. Without Google, I’d be living at the library.
Much has been said of links, but it’s mostly inbound links that get all the attention. Internal links – links that point from one page of your website to another – should also be considered a part of your overall link structure.
Internal links can have a big impact on your overall SEO. There are a couple of primary ways to make sure that you get the most out of your internal links. The first is to ensure that you use the proper anchor text. When you link from page A to page B you should use your primary keyword on page B as the anchor text for your link.
If you do that on every page then you should improve your SEO tremendously. Always use the primary keyword of the page to which you are linking no matter which page you are linking from.
The second way to use your internal links is to make sure they are html links and not dynamic links. Mouseovers, blinking text, and drop down menus are often used as features of navigation bars and they generally work against webmasters where SEO is concerned. The best way to improve your SEO with internal links is to make sure that your navigational bar is HTML-based.
If you do these two things on your website then your internal link structure will be stronger than ever before
When the economy turns sour just about every company starts to cut expenses and usually the first thing that goes is the one service where the perceived value is less. Search engine optimization is one of those services that could be threatened by the recession.
I would strongly caution against cutting back on your SEO for your business. Companies that I’ve seen do that have in the past regretted it. Typically what happens is they’ll see their search rankings decline. After dropping off the first page they’ll see fewer and fewer visitors to their websites and that will result in fewer conversions and less overall sales. Almost always these customers restart their optimization and they have to claw their way back up the search engine ladder to top rankings. That takes longer usually than the drop off and takes more resources long term.
It may seem that a recession is the time to cut expenses, but you don’t want to cut your marketing expenses. It’s really the time when you should be marketing more, not less. If you think of search engine optimization as a part of your overall marketing strategy then that puts it a little more into perspective.
Don’t you think?
As consumers are spending more and more of their online time on social networking pages as opposed to traditional brand websites, many business experts are now recommending that businesses incorporate
Facebook has made a huge impact online: there are now over 100 million monthly visitors to the site, and this figure is on the increase. While some businesses are beginning to use social networking sites in their marketing efforts, most business experts say that few companies are investing enough time and effort to make the most of this opportunity.
The benefit of Facebook, and other social networking sites, is that businesses can communicate directly with their customers. This provides an enormous marketing opportunity for brands, but it is crucial, say the business experts, to ‘get it right’.
There are a few key rules that are critical to making good use of sites like Facebook for marketing. Firstly, according to the business experts, consumers do not want to be advertised at. Instead, consumers want conversation, and they want businesses to add value to that conversation. Once you become known as a ‘good brand’ online, consumers will begin to start spreading the word for you, according to business experts.
Next, business experts caution that it takes more than simply having a high number of contacts online to leverage social networking benefits for your business. You need to ensure that you have a quality connection with each individual friend online otherwise you will risk not appearing genuine.
With the increasing popularity of social networking sites, some business experts are even questioning the need for traditional brand based websites. If you can build your branded social network page, they say, then you may not need the traditional website.
The run up to Christmas, 2008 has seen e-commerce become the focus for retailers across the UK.In the light of rising costs and consumers reigning in their spending to save money, the Internet is now seen as the place of choice for consumers, for comparisons and significant savings. Internet marketing for e-commerce sites has become the chosen method of promoting retail businesses.
“With Internet marketing and digital advertising budgets increasing, traditional advertising is being replaced by cost-effective, targeted, digital advertising and marketing campaigns”,
The credit crunch recession has seen closures of retail outlets, both in London and across the United Kingdom, leading to an increase in Internet sales with the Internet being viewed as the buyer’s market.
The UK’s Office for National Statistics (ONS) reported that between May and June 2008, retail sales volumes fell by 3.9%, the largest monthly drop since records began in 1986.
Yet online sales have been strong. In fact, Internet sales may be rising more rapidly than anticipated because hard-pressed consumers are determined to find value for money. Also, the rocketing cost of fuel means many shoppers are cutting visits to brick-and-mortar stores and turning to the Web instead.
Major online retailers are realising that to maintain a presence in the market, they need to offer true multichannel shopping and delivery/return options, as well as value for money. This strategy ensures they will gain and keep their market share in the future. The businesses that are not moving towards Internet marketing, and digital advertising, for whom traditional print or broadcast advertising is now too expensive, are likely to stagnate or go out of business.
Bring in the humans
To this point, the Web has been, by its nature, technology driven. Google is the most successful company of the Internet era thanks to its algorithm, a piece of technology adept at sorting the wheat from the chaff. Most of the leaps and bounds online have been in the realm of technology, whether it’s ad networks deciding marketing message placement by sniffing out users’ prior behavior or finely tuned measurement. Expect more advancement on those fronts, yet a greater emphasis on giving digital marketing a human face.
The algorithm is already getting a human touch with sites like Buzzfeed and Mahalo. Even Google is coming around to this notion by letting users tell it which sites are more relevant to them, a seemingly small step but one unthinkable for the engineer-driven Google just a couple years ago. New tools like Twitter will only increase the drive for people to connect with people, not just faceless entities. This will challenge marketing organizations and agencies, since humans don’t scale as easily as computers. The launch-and-forget mentality will need to give way to a 24 x 7 approach.
“There’s going to a big wake-up call for brands that the real work begins after the launch,” said David Armano, vp of experience design at digital agency Critical Mass. He sees cause marketing via social networks as a useful bridge to brands looking to infuse their mass reach ad tactics with a human touch.
Social measures up
Facebook CEO Mark Zuckerberg’s prediction that media would forever change with the advent of the popular social network’s ad platform is rightly ridiculed. Yet while advertisers have few success stories on sites like Facebook, the growth of the social Web is impossible to ignore. Facebook now adds a new user every seven seconds.
For all its growth and hype, social media has been unforgiving terrain for marketers. Their efforts to date have been decidedly experimental, consisting of sponsorships, ad placements or brand applications that have proven ineffective. “Whenever you try to apply a standard ad model to a social dynamic, it’s like oil and water,” said Sean Finnegan, chief digital officer at Starcom MediaVest Group.
Instead, look for marketers to weave social programs throughout their marketing, using free tools to monitor their brand health and respond to customer needs. Comcast, a brand with no shortage of detractors, has scored a rare win with customers by dedicating an employee to handle customer problems on micro-blogging network Twitter. Expect more brands to follow suit, not just on Twitter but throughout the social Web of blogs and other two-way media.
“The best way is to dig in and monitor what people are saying,” said Noah Brier, head of strategy at digital marketing firm Barbarian Group. “It can only help you.”
As budgets tighten, media such as display ads will come under scrutiny.
There are two schools of thought when it comes to how digital advertising will fare in the grip of a recession. On the one hand, optimists see tight budgets accelerating the shift from less measurable traditional media into more targeted digital channels. The pessimists, however, point out that stagnant budgets affect all marketing, even if digital outlets fare better.
Against this backdrop, experts expect marketers will continue to push for new ways to reach audiences through digital channels. Tried-and-true methods like search marketing look to remain stable, while advertisers pay more attention to getting more solid metrics on how consumers were influenced before they type a query into a search box.
That means old school methods like display ads and microsites will come under pressure. Social media looks set to remain on the top of advertisers’ agendas, as they look to apply the lessons of their early missteps in the area while adding real measurement to what have been experimental forays to date. As the Internet becomes more social, there will likewise be an acceleration of a move from purely technical implementations to using the Web’s emerging social infrastructure to connect on a more human level.
According to researcher eMarketer, online ad spending will climb 8.9 percent next year, from $23.6 billion to $25.7 billion. Back in August, just prior to Wall Street’s meltdown, eMarketer predicted that spending would surge 14 percent in 2009. But the economy is now taking its toll on all segments of media. Here is a roundup of how that spending may pan out:
Display ad blues
The Web has moved well beyond its former role as a place where banner ads and microsites are used to support the real meat of the offline marketing. Nowadays, the most high-profile campaigns are centered on the Web. Take “Whopper Virgins,” the latest Burger King push from Crispin Porter + Bogusky. The centerpiece is a Web film, which is then spliced into components for traditional media. What’s more, the push has relied on the viral buzz of blogs and other digital outlets as much as big-money media buys.
Those type of efforts will put pressure on “traditional” digital efforts like run of the mill banner ads pumped out through ad networks and Flash microsites without any compelling reason for anyone to visit.
Forrester Research expects display ads to come under the scrutiny of tight-fisted marketers uncertain of their effectiveness.
Pricing is expected to rise just 8 percent after several years of uninterrupted, solid expansion. “The financial pressure will be severe,” said Dave Morgan, a former AOL executive. “When you take out big chunks of money, it’s not just the spend that disappears but also the competition.”
There is no doubt that internet marketing is a great way to sell products and services to make a lot of money. There is also no doubt that the internet is flooded with competition and you will need to do your internet marketing well in order to stand out from the crowd and claim you fortune. Many, many people try to market products on the internet unsuccessfully. In fact, for every five websites on the internet that are doing well there are ninety-five that are failing.
Not the best odds, but the good news is that you can be one of the three if you take the time to learn proper internet marketing techniques. Learning how to do something right often means discovering a lot of ways to do it wrong first and so to save you some time, here is a list of the top three mistakes that internet marketers make:
1. Not providing high-quality content on their site. Many people think you can just write a sentence or two about each product and create a “pretty” website and people will want to buy from them. There are two problems with this technique: first of all, getting a good search engine ranking is what will drive customers to your site and good content with the right keyword density is necessary to get a high search engine ranking. And secondly, once a person clicks to your site they expect to see some content. Good content will draw them in and keep them on your page long enough to entice them to make a purchase.
2. Using only one method of internet marketing. Too many would-be internet marketers focus all their attention on just one method of internet marketing. That is the equivalent of putting all your eggs in one basket, if the bottom falls out you’re screwed. Using multiple internet marketing techniques allows customers to find you in a variety of ways like through search engine results, email marketing, article marketing and forum posts. The funny thing is that as you use different methods they boost your main goal of increasing search engine traffic at the same time.
3. Choosing an irrelevant product. Before you spend massive amounts of time and money doing internet marketing for a product you may love it is highly important that you find out if there is a market for it. If nobody wants to buy your product you can market ’til the cows come home and have the number one spot in the search engine rankings for your keyword, but if nobody is buying that it isn’t going to matter. You also want to choose a product where the market isn’t completely flooded already. In either case, it is vital that you do some research before you start your internet marketing campaign.
Avoiding these top three mistakes will help you get your internet marketing campaign off to a good start. Do your research and provide your customers with top-quality information and you will be on the right track for success in internet marketing.