Tagged with " internet marketing"
It’s simply another method which you can use to become a more trusted business online, but Googles AdWords advertisements are sometimes met with ire. With complaints of search privacy and too many advertisements, Google is about to roll out a feature which should help clean up your browsing in the near future.
The newest feature to begin rolling out, is one which directly, and indirectly affects your browsing. Ads which are displayed on Youtube have had a small [x] in the top corner which allows you to close the ad so you can continue watching your chosen video uninterrupted. This muting feature, is currently now on its way to all ads served on the AdWords display network. Display ads are visually driven ads, often pictures or a short gif, as opposed to the purely text ads you often find attached to search results on the Google results page. By allowing users to be able to mute ads, it’s allowing a few things. You’re telling the search engines that you’re not interested in seeing ads from that ad group any longer, and a link to an Ad Preferences page where you can tell Google the types of ads you don’t want to see. By using the ads preferences page you can tell Google exactly which types of ads you don’t mind seeing occasionaly on your browsing adventures, and which types you explicitly don’t want to see.
With the idea of being able to mute display ads, you’re also saving advertisers money, as they don’t have to pay for ads which are served to individuals who aren’t interested in them, and you don’t have to continually filter out advertisements in an ad group you don’t want to see. All in all it’s a solid step forward for both parties online, the advertisers and the consumers.
The web is a huge place, full of anything you can think of at any given time, because chances are if you can think of it, someone has made a website or web page for it somewhere. It could be as common as people writing about the latest movie or song, or it could be as low key as a new local band for instance, but if you were to hit up a search engine you will almost always find at least a webpage about it.
And with all of the billions and billions of web page and websites out there, it creates a market, and with any market comes the marketers. Search engine optimization, adwords, white hat, black hat, when you start reading about the industry you will find yourself running into terms which become more and more unfamiliar as you go. It’s no wonder that when you start having the conversation with a prospective, or sometimes even existing client, that the question comes up “Do you know how Google/Bing/Yahoo works? Can you promise me number 1?” Now the polite, short answer to that question is “No” and the long version is “No, we can’t promise number 1″. And then the inevitable happens, they utter the beginning of the worst phrase you can hear as an SEO “But I read/heard/was told that..”
Here’s the short reason why we can’t guarantee you number 1 in search for your business: the web and the search algorithms are always changing. When Sergei and Larry initially created the Google algorithm to run around and start indexing the web, it wouldn’t be a surprise to hear they never imagined it would get so massive. It’s rumored that the algorithm that runs now has somewhere between 250 and 300 ranking factors in it as it parses your website. And some of the confusion for those on the outside of the market, is when they read an article about how someone has cracked the algorithm to always rank on the top. I apologize for being up front, but anyone who tries to tell their clients that is a conman. At this stage of the search game, with as long as the algorithms have been changing and adapting, I doubt there is any one person employed by Google or Bing, who can sit down and tell you just how it works. Because at this point, they are just too big, too complex, and take into account so many different points that it’s mind boggling.
So your best course of action, is to adhere to the KISS principle, Keep It Simple Stupid. Don’t get crazy with your site, don’t get too smart with your content and follow the best practice guidelines; and you’ll be okay.
With Google commanding somewhere around 2/3’s of the internet search market, it’s important to remember the basic steps we’ve discussed here. Simple navigation, a solid website built as simple as possible, while maintaining an aesthetic that you enjoy and solid content with which to bait and capture the bots, and your target audience.
Of these items, it’s content which can actually make or break your online presence. Your content is the meat of your website, it’s what captures the search engines attention and is what makes you relevant to your target market. If you’ve written it well, made sure that it’s relevant to the theme of your business then you’ve started yourself on the road to the top. When it does come to your content though, you need to also keep in mind the people that you want to read your information. Most visitors to a website, if they can’t find their information quickly and easily, will just as soon click that back button if they can’t find their way to the content they desire. It’s a great idea therefore, to break up the monotony of your website and have snippets of highly relevant information, stand out on your pages. Bolded text, italicized, and placed high in your pages helps deliver a message quickly and clearly to visitors to your site.
On the other hand of the spectrum, you have your entire articles placed within your pages for the audience you wanted to have continually return to your site. This is for that captivated visitor, whom you’ve already sold your business or website to. To a reader, all information is generally good information. The more they know about the product, your company and anything else that increases your credibility will help them feel secure in doing business with you instead of a competitor. Text is an important part of the decision-making process. From the homepage to categories and sub-categories to the actual product page, the reader is intensely interested in what you have to say, as it will be the determining factor in whether you get a conversion or not.
Good website marketing isn’t about building a site for any one type of visitor, it’s about building a site that speaks to as many different visitor types as possible without alienating any. You must have the right pieces in the right places in the right way. Skimmable content allows you to target all types of readers and give them even more than they want. That way, everyone has a positive experience.
When you’re looking at building a website, there are the fundamentals you need to take care of. Do you have your content ready for the site? Basically, have you written more than just a few lines of your idea, have you actually fleshed it out, to make it meaningful both to your target audience, and to your ideal theme. Once you have the words, you need to take the time to get together the visual aspect, do you have your images? Are they clear and easily display what point you’re trying to get across? Or do they clash against your written content by not clearly showing what you’re trying to convey.
Once you have those two very basic points together, you need to then consult a web designer to help bring your dream to life. And it’s at this stage, that it seems that there is a general unknown aspect to the process. It’s not enough to have an amazing idea, product, or service anymore, you also need to consider two more, somewhat major, components which will make up your online persona. The first you need to consider, is your website address, or URL. Ideally, in a perfect world you could create your address (domain name) out of a keyword or perhaps two, which is simple to remember, and relevant to your business. The odds of this happening however, get slimmer each and every day with the ability of anyone to purchase any domain name, provided it hasn’t already been scooped up.
But lets pretend that you had no problems snatching up your domain, and now you’re ready to build. This is the key point where even a little knowledge can help your cause greatly. You have your content and pictures, you’ve managed to snag the perfect domain name, now you need somewhere to park yourself. Your own little corner of the internet where you can upload everything and make it accessible to the world. You need a web host, and as simple a step as that may seem, there are some points you can cover which will make your online life immeasurably simpler. Procuring a web host isn’t an insurmountable obstacle, and if you take the time to look around you can very easily recoup the costs of having a quality host. Web hosting works very similar to SEO on the cost to quality scale. If you cheap out on picking up a host, chances are pretty good you’re going to have issues with them. It can be anything from slow website performance, to improperly configured servers. Spending a few extra dollars on a web host can net you a fully accessible, fully configurable host with unlimited bandwidth, extremely flexible architecture to build your website with, and nearly 100% uptime for your site. Nothing is more embarrassing than directing someone to your website as your primary contact point, and having to explain to them that your site performs poorly, just so you could save a couple of dollars.
Since we covered the very basics of how web developers, designers, business owners and SEOs could work together a little better yesterday, lets get into a tad more detail. Taking it a little slower, we’ll just discuss a handful of some of the terms you’re going to run into when working with a search engine optimization firm.
Once we’ve had the chance to take a good hard look at your website, one of the first few things you’ll find us talking about is about conducting keyword research. Basically all this means to you as a website owner, is we need to know what terms you’re interested in ranking with, and we’ll break down your content to see if those keywords exist in a workable combination. It’s also a step taken when we search for your current listings, and breaking down how you stack up versus your competitors. It’s a simple step, one which gets abused at times unfortunately when some believe that spamming their keyword as many times as possible is a good thing. Also tieing into your website and it’s current performance, is Page Rank. It’s actually not as huge a metric as it once was, but it’s a ranking system created by Google’s Larry Page which gives your site a number based on a number of factors. Authority of incoming links, the quality of your content and website, and this rank is passed on through out your site. It used to seem that the higher your page rank, the higher you sit in the SERPs, but Google hasn’t been as diligent in up keeping their system, with Panda and Penguin being introduced in the last couple of years.
Once we’ve determined what you want to rank for, how you stack up currently in your niche market and where to focus our efforts, you’re going to start hearing terms like geo-targeting, and click through rate a whole lot. Geo-targeting is the process of constructing your website and it’s pages, to be specifically relevant to certain areas. You can easily work in city geo-targeting into your site with adjustments to content, and you can even drill down into neighborhoods if you begin to use tools like AdWords etc. With targeting your website, you ensure that you’re working at capturing your target market, and increasing your over all click through rate. Click through rate, loosely defined, is the percentage of searchers who click on your link after performing a search. It’s a great metric to keep measurement of, as it can fairly quickly outline for you if a new campaign, or advertising strategy has had a positive or negative effect on your brand and business.
Online marketing has been shifting for the last 18 months or so towards a more social environment. Facebook, Twitter, company blogs and games are even making an ever growing impact on the marketing world. As the social aspect of the web continues to gain momentum, you’d be foolish as a business owner to turn a blind eye.
Just one aspect to keep on your business radar would have to be the growing usage of online economies and digital currency. I’m not speaking of using credit cards to make online orders, the currency in question is like a Facebook credit. Micro transactions using a websites own marketable credit is a direction the social sites are currently using and one which will continue gaining headway in 2012. Facebook has it’s 800 million users and more than half of them play at least one of the social games found on the site. Just like the Air Miles program which rewards points for using their card at select retailers, social sites are getting in on the act in much the same way. Play a game or use an online product for a certain amount of time can earn you points or virtual currency to use on theirs or an affiliates site.
Also tieing into the micro economy and transaction realm, is the ever growing use of turning the world of business into more of a gaming atmosphere. Not in the sense that meetings will be comprised of blasting away zombies or taking out an enemy force, but issuing challenges and giving bonuses and rewards to successful completion of tasks. To further expound on the idea, all of the little tasks you complete each day help contribute to a greater overall company score which in turn grants you a position on your divisions leaderboard. This positioning may influence things like when your turn comes to book vacation days, helps drive you to a higher raise or perhaps even a promotion further into the company. It can help give instant gratification to workers and also long term growth as an employee as it can give everyone a visual of just how they’re doing in relation to their peers.
And of course, as the social scene continues to grow as we add +1 and Like buttons to our websites, sharing your ideas, opinions and tastes helps you and your website if you take the time to notice those metrics. Every new product you launch, new page you add to your website or blog post you submit with information about yourself and your company can, and will be scrutinized by the never sleeping eyes of the web. As scary as it may sound initially, it’s actually an incredibly powerful tool if you track the positive and the negative feedback you receive.
The social side of the web won’t slow down or stop growing anytime soon, with more and more people coming online everyday to share their likes and dislikes you’d be foolish as a business owner to shy away from it. After all, the people who grow the social web, are the customers you want coming through your door everyday to pick up your products.
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.
They come in threes, it can be used to justify coincidence, good luck, bad luck, and random occurences in life. According to a new study by online ad network Chitika, the term can also be applicable to search data. Three – as in, three word searches drive the most traffic from search engines.
Chitika looked at a sample of 41,103,403 impressions of search traffic coming into their network, a total of 10,710,579 impressions. 26% of all search traffic – came from three-word searches. The next top word counts were two-word (19%), four-word (17%), and finally one-word (14%).
Long tail searches (five words and up) saw dramatically lower traffic in comparison, throwing into perspective just how fragmented traffic from long tail search really is. That doesn’t mean however, that long tail searches aren’t useful, Chitika found that the highest click through and conversion rates came from 5 word search results. Followed up by 6 word, and 4 word results.
What does this mean for for the experts out there? What it means, is that there is a definitive sweet spot when it comes to SEO. Aiming for that spot, between 3 and 5 words, will help you, and your clients with that biggest bang for the buck. High sitting on the SERPs, and strong click through and conversion rates.