Tag Archives: online marketing

Finish Before You Start

Of all of the elements that are required to be in place for a website to serve its purpose, there is one above all, that has to have a clear and present place. It needs to be prominent, attracting to the eye, and clear in its message, because you only get a fraction of the time you have in other advertising markets to make your mark.

growthUnlike radio, where you have a captive audience, and unlike newspapers where you have a subscribed, reliable audience in the manner of subscription service, your online marketing efforts have the be razor sharp. Today we had a discussion with the encompassing message being to hone your call to action. If you are in the business of sales online, make sure to have a badge showing as much, if you need newsletter sign ups, make sure it is clear and evident on the page what you’re looking for. Because unlike radio, newspapers and television, you have somewhere between 3 and 8 seconds to capture your audience before they click that back button and they never see your site again.

As much as I’ve used and seen the web these last 5 years working with Fresh, I still don’t see it quite the same way as the boss. Often times I need to repeat to myself that same mantra of keep it simple, keep it simple, and while I have few issues with it now, early days I would complicate things too much. Even after staring at a clients site and trying to help them work out a stronger call to action/higher rate of conversion it was (unsurprisingly) the mentor who finally just told him if you want to make more sales, show you’re having a sale. Successful ecommerce sites plaster the front page and landing pages with keywords yes, but also the most important stop words. Stop words are terms which don’t make search engines take notice, but your visitors. He doesn’t like to admit that he’s a salesman, but he can definitely sell, and made the point that people buy benefits more than they buy an item. Extended warranties, free shipping, no taxes, reduced price, all direct benefits to the consumer. And all strong stop words to keep visitors on your site and punching that purchase button over and over again.

Facebooks Fail Graph Search

fbIt hasn’t been new news for a while now, but the Facebook Graph search feature that is being tried and tested is slowly making it’s way to a live feature available to all. The massive social sharing site which has more than 900 million members has an unimaginably large data set to pull answers from, and allows you to search the interests, location, and preferences of your friends list. At it’s current state, it is the tail end of that statement which holds the most important piece of information – preferences and interests of your friends.

The implementation of Graph search is not a bad idea on paper, or in practice, it does have a long way to go however where you’re really searching for an answer. The best way to describe the service and what it offers was summed up here

For anyone who uses the Internet to search restaurant recommendations, travel advice, books to read on vacation, or which political candidates to vote for, Facebook may have replaced Google as the best search engine.

The veracity of the end of that statement is questionable at best, as Facebook Graph isn’t so much a search engine, as it delivers you a report of your friends opinions. The bonus is you can compile the information quickly, and in an easy to digest fashion that you can use to reach a decision on what you searched for.

The downsides however, have been slowly been coming more and more to light as more people are being allowed to use the service. For example, really searching for a person or topic, doesn’t happen with Facebook Graph at the moment, on the surface it seems that Facebook is using it’s algorithm to scrape statuses, updates and likes. The downside to that being, if you haven’t liked a page, commented on it or had a status update with the term in it, it is highly likely that you won’t show up for some of your interests within their search provider. I’ve not had the chance myself to try the service as it is in beta testing in the US only at the moment, but taking a snippet of information from other sources, it seems they have other issues as well. The image search doesn’t work as well as it potentially could due to most images not having a geo tag associated with them. The Facebook version of instant search goes a bit over the top by putting in elements of auto complete as well, by trying to anticipate what you’re looking for.

Facebook has an immense amount of data and power at it’s fingertips with their user base, but it isn’t a surprise to see them stumbling along in an area they are not suited for, search. It may be a strange thing to say, but I hope they improve and I hope they find a way to truly integrate the web into their service, Google is an incredibly powerful tool and everyone does just that much better when there is some real competition. Here’s hoping Facebook doesn’t drop the ball with Graph search, and the overall improvement of the web.

Taking SEO Into Your Own Hands

social-mediaNow that Facebook is entering the search arena with it’s own version of search, which still has a fair amount of work to do on a large scale, it’s a good time for you to go back through your website and make sure you’ve crossed all of your t’s and dotted your i’s. There are a handful of basic practices that you can implement as a website owner, without the assistance of an expert, but only one piece of advice: If you don’t understand what you’re doing, don’t do it.

First things first, when you’re ready to try putting together some basic SEO, you need to understand it is not a one shot deal. A change you make today, will need tweaking in a week, and every week there after. Website optimization is not impossible to take on yourself, just understand the time investment, and attention to detail required.

One of the points you need to focus upon first, is you need to examine the goal of your website. Are you trying to sell a product or service? Or are you looking to entice users to sign up for a newsletter or email? Examine your end goal, and keep that goal in mind while going through your website. There are a number of free services you can leverage to engage your customers and clients, Facebook, Twitter, and other social media sites are free to use services that are a direct interaction with your current, and prospective customers. Where the cost is incurred, is your time. The more you are able to engage your audience, the more likely you are to grow your following.

You’ve determined your end goal, and settled on the time and attention required to attend to your SEO and social efforts, this is where you need to temper yourself. Every day there is an amazing new piece of software, or website out there that can tell you exactly what to do to become number 1 in search. They claim to have all of the answers for social and search, when in fact all they have is an untested idea. Don’t forget the basics, just to chase what might be, the fundamentals of website optimization remain the same. Clarify your message, stay away from sites and services that claim to promise number 1, and engage your audience on the social front. Adhering even to just those very basic points will help you to improve your positioning online.

Catapult Your Online Marketing

We’ve written countless times about the basics of online marketing and that the trying to work with the search engines, not against them, is a constantly shifting landscape. Once you’ve followed the basics, gotten your site steadily climbing the results pages and are working on your back link profile there is one more key component you can add that will help your position and your site. Take a look at your site, your content, and your activity on your pages and think to yourself: Would I link to my own content?

linkfishYou need to add some link bait to your site occasionally, so instead of continually hunting for back links, others in your industry (hopefully) will be following you and decide to naturally link to you because of your content. This is usually referred to as creating link bait, and it’s one of the quickest ways that you can build up a quality link profile for your website. You can start creating your link bait content by knowing what you’re talking about, everyone has an opinion and if you’re knowledgeable about yours, there is no reason not to share it. Sharing opinions is a great way to start a dialogue with people, whether it’s your customers or others in your business space, it gets people talking, and talking about you.

Everyone has a hiccup every now and then when it comes to creating your content, especially if you’re the lone person responsible for it, so don’t be scared to talk to your co-workers. Sometimes a brief conversation can help you decide on a blog topic, a new page to create or a way that you can help drum up news or a flash sale for a product or service that you may offer. We all need inspiration sometimes, and everything becomes easier when you ask for a helping hand. Being able to write a high quality page or article is fine, but if you’re unable to grab any attention with it, or drum up some discussion with it then you won’t garner a great deal of backlinks from it, if any at all.

Recognizing Your Client Type

You work long enough in the world of online marketing and you begin to recognize a handful of different client types. You can eventually group them into about 5 or so different client types, some more difficult to work with than others.

1) Believes they know your job because of a post client
This type of client is usually the type of client who may recognize that they need help online, but will continually question every step or change that you’ve made. While not entirely a negative client to have in your portfolio, it can lead to some difficulty if they enjoy tinkering with their website because they read something on a forum one time.

clients2)Needs to control every aspect client
This client, while more than happy to help increase their search positioning, is very tight fisted with the keys to the kingdom. They often are very slow with providing proper access needed to perform all of the tasks which can make your life as an SEO much easier on a day to day basis. When you need to make a change to their sites code, or heaven forbid, their content, you might suddenly find that you no longer have the required access with whish to work. Once you’ve touched base with the steps you need to take, and why, you normally receive the required access, but still extremely bothersome none the less.

3)Very helpful client
The dream client, fully recognizes that they need help online, has provided any and all access needed for you to complete your work and is more than happy to put you in touch with the people you need to reach. This is thankfully becoming more and more the norm in the industry, and while still a rare occurence in the wild of the internet, they do exist, do not give up hope!

4)Helpful, but uninformed client
These clients, while helpful in providing all of the access you require, are almost as troublesome as the client who needs to control every facet of your work, the troublesome part is they truly don’t understand they’re inhibiting your job by working on their website during or after you’ve made changes to their site. Or they have mistakenly uploaded an old backup of their website. Most of the time you just need to contact this client and let them know what they’ve done wrong, and why it’s a bad idea for them to make that type of mistake.

5)Disinterested, disillusioned client
This type of client has often been burned in the search arena, and while understanding of the fact that the world is going digital, really doesn’t believe that the work you do can impact their business. Often slow to pay for their services, or slow to provide you the contacts or access needed for you to truly excel at your work.

SEO Predictions for 2013

As always at this time of year we give our predictions for SEO for the following year, this year we have gathered some help from our friends & other search experts in the field who have given there twist on things to come.

In 2013, the SEO Role must go above and beyond. For example, a basic SEO strategy would obviously include some amount of reporting (for keyword rankings and traffic numbers at the least); however, I find myself analyzing the data to help my client better understand their demographic. Where are visitors accessing the site from, when do they access the site, and what are they specifically looking for when they are on the site?
All of these questions—and more—are in hopes of helping them identify new ways to effectively reach their customer base and ultimately make them more successful. It is SEO’s job to provide meaningful help.

Rand says links and rankings are just means to an end, not the end itself.

What clients really want is not better rankings and more links; they want to make more money.

The SEOs who understood and understand where Google is going and what their clients really want are the ones who are still in business and doing well. For them, the job of a SEO is content relevancy (public relations), user experience, web design, conversions, traffic segmentation, call tracking, research, writing, and anything else that sells products and services and leads to more profits for the client not just short-term, but long-term as well.

Most of all, the job of an SEO is to see the future. Those who can’t will go out of business and take their clients with them.

In conclusion, each of these experts—coming from multiple perspectives–agree that SEO will become a much broader and more complex function in 2013. Yet it will also become more vital than ever before, as it converges with every variety of online presence and marketing.

 

SEO 2013 predictions
SEO 2013 predictions

 

 

 

 

The Most Important SEO Step

When you’re working in the online marketplace, there needs to be some understanding as to how the web likes to work it’s mojo. If you’ve owned a business, you’ve probably heard a hundred different pitches about ranking your site at #1 for multiple terms, and all in about a week for the low, low price of only $250. Hopefully for your sake, you didn’t take that offer, because if you did you’re likely going to have a tough battle with the search engines fairly soon.

The thing with working online is it’s a skilled profession, much like being a designer is, or being a mechanic. Anyone can draw a stick man or change a flat tire, but busting out your tool box and rebuilding your engine from the engine mounts up is likely out the question for the majority of us out there. As for the level of expertise that is required to properly optimize your website and it’s contents, that would depend on what you’re looking to rank for, and what you would love to be found for. As unlikely as it may sound, the terms you would like to rank for do play a pivotal role in the time that is required to get you listed properly in the search results.

As internet marketing professionals, we’ve consistently ranked our clients for the terms that they’ve wanted. Sometimes it takes months to rank for the larger, national terms, and there are times when we get lucky and the interest is only in the local marketplace. But it always takes some amount of time, a couple of weeks here, a few months there. We don’t control the search engines, we can however, make you and your website highly relevant for your needs. When we provide you with a time frame for success, it’s not a solid time frame, but it is a very educated and practiced guess. Where search is concerned there is no quick and easy fix, we have tried and true methods which, when allowed the time we advised to work, will lead you in the direction you desired when joining us. The process will work, the steps we put in place, will work, sometimes the hardest ingredient in the mix is a little patience and a dash of temperance.