Tagged with " search engine optimization"
Out of all of the problems that can arise with a search campaign, one of the largest is often the client themselves. Whether it’s knowingly or unknowingly the client who is asking for help, often is the one who gets in the way the most. How you may ask? Lets discuss some of the worst examples of how a client can cause issues for their SEO.
Being Uninvolved – Being aware that you need to leverage a search campaign in order to bring growth to your website is great, but when you’re unable to be reached it causes major issues for us as a marketing agency. You need to be involved when you sign on with any SEO, whether it’s an agency or a contracted professional to work for you, when we ask you for material – text, image or otherwise, we need it to be delivered. We can’t help you if you can’t, or won’t provide us with the updated content material we require to fit your branding objective.
Being Too Involved – We always tell our clients that should they have any questions they can call and talk to any one of us about their concerns. What does happen sometimes, albeit rarely, is we end up with a client who needs constant updates on the work that we’re doing. While we are happy to provide monthly updates about your position changes and about how your branding campaign is evolving, when you call 3-4 times per week regarding every little snippet of information you read on the web it impedes our work that we are trying to do for you. Being too involved is a rare issue, but it does cause significant problems for us as search professionals. Could you imagine trying to climb into your engine compartment when your mechanic is trying to replace your head gasket?
Being Too Curious – This can often be the result when a client who is interested in what we do at a technical level, starts trying to play with the changes we’ve made to their website. The problems start appearing when our work is unraveled by a client who often does all of their own website work, typically it begins when a site owner is a technically minded person themselves. It’s great that you know how to work on your website, but when you make sweeping changes to your layout or to the site and it’s pages after we’ve gone over them, all you do is ruin any efforts we have worked out for you. Search engine optimization is as much a technical exercise as it is marketing, creative, and is such a nuanced market that the real pros are easily distinguishable among the rest.
These examples are only the tip of the iceberg, and there are a slew of variations that occur in every client. Every SEO professional dreams of that perfect client, which does occur every now and then. Delivers content when asked, sets up access required and pays their invoice on time. And relating to the last point especially, leaves our work alone to do what it’s meant to do, there is nothing worse that working up a campaign for weeks only to find that the site has been changed and all of the off site work is now irrelevant.
There are a handful of helpful tips to keep in mind when building your website for your business, and about how you should go about marketing it online. There are a couple of misconceptions in particular that plague small and large businesses alike where their internet marketing is concerned. Namely the fallacy that you don’t need a website or an online branding vision, and that Google is the only search game in town.
First and foremost, search is not just for online retailers like Amazon or Ebay, it’s for everyone with a website. To put it simply – online research influences offline purchases. Forrester Research estimates that more than $1 trillion of sales generated in 2011 were influenced by online research versus $173 billion of online sales. This is almost doubly true for purchases such as autos, financial services, education, and furniture. If you have a product or service, and you have a website, you need to be marketing it and branding it in order to capitalize on that potential revenue. If you’re not at the top of your niche for search, all of those dollars are going to a competitor.
Now that you know that you need to think about your online presence, you need to remember this very important point – search means more than Google. There is no such thing as a one trick pony for all of your search engine optimization needs, and while Google attracts the majority of paid search (PPC), Bing and Yahoo are slowly gaining share. Then you have the social networks trying to get in on the act, Facebook appears intent on getting into the search market. Your online branding campaign will only see real search success when you contract an agency with the ability to manage all of the major platforms successfully. Those would include organic search, paid search, social media branding, and local marketing just to begin with.
So in short, in order to maximize your search engine optimization campaign you need to first realize that your business and website need to have an internet marketing goal in mind. Once you’ve come to that realization, the next most important step is to ensure that you find the right company which can help guide you along the correct path for you to exceed your return on investment goals.
The nature of the SEO industry is different than any other advertising method. Where other forms of marketing are concerned, it’s fairly simple to find a college or university course to enroll in, and there you can learn some of the beginnings to print, radio, and even television marketing methods. But search engine optimization is a different sort altogether than the others, it’s not something that can be readily taught, and it isn’t a field that just anyone can work in.
A big reason that the very idea of teaching someone how to work in the SEO field is folly, is the same reason the market exists in the first place, the search industry on the internet. The methods that you can learn at any time from anyone working online are already past their primary use, and while they may still work on some level they’re out dated. The way that Google and Bing have their algorithms running and autonomous for the most part, means that you just can’t be ahead of the curve in the ethical SEO world. This is the primary reason that the black hat world and SEOs exist, and while the methods will work for a day or two, in the end the spiders will spot you, and the site will disappear from search. It should be common knowledge that if it seems too good to be true then it probably is, but it is always good to remember that point, if an agency approaches you promising the world on a platter, look twice and ask for examples before jumping onto what could be a sinking ship.
Going back to the way that Google, Bing and Yahoo work online, it should also be kept in mind that over the course of a year the search engines are updated 200+ times. So any course that is being taught about search engine optimization, that information is outdated after the first week of class. Think about that point from an old media perspective, television, radio and print advertising hasn’t changed much, if at all, in the last 50 years. Yet advertising and marketing on the web is in a constant state of change, how would it be possible to teach a course about something that is entirely different month to month?
Be wary of an individual or an agency who approaches you with claims of having gone to school to learn all there is about search engine optimization, because what you learn in a book, is already out of date on the web. Ask for examples of their work, see if they can provide a list of websites or perhaps a past client whom they were able to successfully build their online presence and improve their position within the results pages.
While there are a number of services that we offer to our clients here at Freshtraffic, we have always made sure that the delivered service is above par for the cost applied. Online branding, search engine optimization, sometimes it’s a social media campaign and a pay per click blitz that clients are looking for, but we always go above and beyond to deliver for our clients. Our experience and skill set come at a premium, and while it seems to be an insurmountable amount, for the value added to your business it does get paid back in spades.
Over the last 12 months especially there has been a dumbing down of the internet marketing world. I don’t mean dumbing down as in it has gotten easier, if anything it has actually gotten more difficult, but dumbing down as in the market is saturated with people selling themselves and their “services” for greatly reduced rates. Some of the more frequent occurrences we hear about from clients are being approached via email or phone that they guarantee to rank their website number 1 in Google for only $200 and so on. There are two extremely large issues with this scenario, and while most people know that if it sounds too good to be true it probably is, there are still business owners out there who fall for this kind of blast marketing.
The first major issue with these types of claims is you can’t guarantee a rank within the results pages. It’s even difficult to pinpoint placement with Adwords let alone in the organic listings, so if you have someone approach you offering to push you to number 1 on Google, the next words from you should be “no thank you” and hanging up. The organic listings that are derived from the Google algorithm aren’t something to be trifled with, and if someone is offering to drive your site up they’re running a scam of varying severity, and should your site and business get caught up in it, you’ll feel the effects for years online.
The second issue that I have with this type of approach is if you could legitimately rank a website at number 1 on Google consistently and within the guidelines, why would you charge next to nothing for that one of a kind skill? There is a reason that the average monthly charge for an SEO contract is in the $2,000 range, and it’s not because carve a monthly report into marble and hand deliver it to you. Making your site rank in the organic listings takes time, a good deal of effort into learning your brand and niche, and into working with your website to optimize it to it’s greatest potential.
It’s frustrating sometimes to hear from clients that they are the targets of these types of marketers, but we know that with the value and skill set we bring to them they’re more than satisfied with their results. What is even more frustrating however, is when businesses look to hire someone on a contract basis to provide services like social media optimization, SEO, manage a PPC campaign, develop and deliver an email campaign as well as rebuild their website, all for the grand price of $9 per hour. There is an understanding that is missing here on the business owners end, and it’s that no one with the skill set to deliver what they’re asking for will get out of bed to help them for $20 per hour, let alone what they are offering.
When we have a new client which comes to us looking for help with their internet marketing campaign, there are two major steps which we take from the beginning. We need to weigh the quality of your content, and we need to determine the strength of the call to action, and how it relates to your marketing goal.
Going over just how important quality content is to your search engine optimization goals is like a broken record at times, but it’s importance can’t be stressed enough. What has been happening recently in the quality content department is a departure from the past methods of a client creating the articles and snippets of text required to differentiate themselves from everyone else in their niche, and they’ve gone the easy route of using the franchised copy in order to save time. To put it simply, it doesn’t matter if there are 100 people selling blue widgets on the internet, if your copy is different than theirs, and relevant to your site and your goals, you’ll wind up above them in the search results. Why? Because your content is quality, it’s relevant, and it’s unique. Make sure to include relevant terms about your products or services, or something about the supporting services around them. Another useful tactic is to prove yourself an authority in your market, and truly set yourself apart from the competition all in ways that any users can effortlessly see, and identify with.
Now the other side of quality content has to do with how you capitalize on it, with the call to action on your site. A call to action is different for every website and could be as simple as having someone submit their email for a monthly newsletter from your website. But if your call to action is lost within a busy website, if it isn’t clear to a user within a minute, then you’re going to lose out on market share. First impressions are the most important impressions, and on the internet you only have a few seconds to get your impression, and your message across to a user. If you’ve done all of the proper work and are sitting at the top of the search results and continue to have less than stellar conversions, contact us here at Freshtraffic so we can help you find what you’re missing. We’ll work closely with you to build your positions to where you need them to maximize your potential and help you identify your niche market. Take for example the previous example of selling blue widgets, it doesn’t do you any good to rank number one in the results pages for purple widgets if you don’t sell them. It may mean as simple a step as reworking the message of your content, or it may require a completely new online branding approach. When you’re ready to make your business grow in leaps and bounds, we’ll be ready.
There is a re-occurring trend within the bloggosphere that search engine optimization is either dead, dieing, doesn’t work, or is a good way to get your website banned online. The only real issue with any of those assumptions is they’re all mostly false, if not entirely fiction.
When you hear the line that SEO is dead or dieing, it’s actually in a humorous context, because the article in question is written to be link bait, a very tried and true method for generating discussion about your website. There are some facets of the online marketing game which are outdated, whether they were deemed “illegal” by the search engines like using invisible text, mass stuffing keywords and the like. Or if they were just poor coding techniques to be used as a website, take the slow death of Flash as an example. The internet is the fastest growing business technology available to a business owner today, where people get caught up in particulars is that it is also changing as quickly as it is growing. The methods you can use to help build your online visibility these days are almost entirely different than what was used 18 years ago, but there are still some components which remain. The core concept driving SEO is the generation of highly relevant, quality content, used to prove to the search engines that your business is the authority in your niche.
One of the more fictitious arguments that SEO is dead and dieing, is that search engine companies like Bing and Google, hate the practice and want to ban all the practitioners of the art. Again, that’s another false statement, and in fact the search engines out there have freely available guides on how to use SEO to help your website perform at it’s best! The best practice guides are easily found with a quick search on any search engine, and even just by following those guides you can help a new site, a floundering website or even one which has fallen into the depths of the search results.
If you still find yourself believing for what ever reason that SEO is an unnecessary measure to be found online, then just remember that almost all searchers out there don’t even scroll to the bottom of the to 10 results on the first page, let alone visit page 2 or 3. If you’re not sitting in the top 5 for your niche market, I can promise you that you’re losing out on a significant amount of potential. But on the other hand, if you’re ready to experience what it’s like to be the biggest boy on the block, contact us here at Freshtraffic and we’ll begin the process of turning your business into the boss.
Almost every time we get a phone inquiry from someone wanting to have their website optimized, there is a singular question which seems to trip everyone up. And it is an important question to get a clear answer too, because it dictates to us what kind of campaign we need to get your site geared up for. To try and help you answer that question for yourself when you’re ready to make that phone call, I’ll lay out some of the differences you need to consider – are you going after local visibility, or are you going after the big prize of national visibility.
The difference between a local results page, and national results page can be a staggering amount, the term that I’ve used in both searches is “best hotel”, and added the local of “in Winnipeg” to illustrate how different the results can be.
Taking a look at the local results, you start off with reviews, prices, a map picture with locations, and after a scroll to the bottom of the page, you start to find the organic results for the search. While it looks like there are no adwords on the results page, the listings at the top noted as sponsored and the dialogue box notes that they may have paid to have the average room price, and ranking displayed within that box. Something else to note, besides the way the page is laid out, is the amount of results delivered – 19.1 million. In almost every case Google doesn’t really expect anyone to go all the way back to, page 1.9 million in this case, so they usually stop displaying results after page 100. For the purposes of the discussion however, we’ll note the results delivered at 19.1 million.
To acquire a search result that excludes localized data, you need to use the url switch /ncr, meaning “no country redirect”, and use “best hotel” as my search parameter.
Right off the bat it’s clear that the results are completely different. There are no sponsored ads on the page, it consists entirely of organic results. Of those results, the top two are from review sites, followed by a couple of referral sites, then an actual hotel. Once you scroll to the bottom half of the page it’s a similar image, you have a couple reviews, Wikipedia articles and pictures, with a hotel chain bringing up the bottom of the top 10 results. No ads, no maps, no local locations, just a handful of review sites, two hotels and the definition of the word “hotel” on the page, and the total results delivered? Dwarfing the local page at 497 million it should be clear how different the local market competition can be versus the rest of the world, not that it should have been in question.
Now to go back to the initial question, are you looking for local search optimization, or national search optimization? Hopefully the brief descriptions and the images can help you determine your course of action.
A good deal of the time when we’re working with a new client, we have to bite our own tongue when we’re getting the full story on previous optimization efforts. Sometimes we hit the jackpot in the game and find out that the site is new, built by an actually web developer who knows a thing or two about the best practices that you should be using and they are actively working on their content and images. When we run into this type of diamond in the rough client, we can shape their online presence to not only proudly display them, but drive them quickly up the results pages to where they want to be. This is a win/win situation for both us, and the business owner as they see a strong growth in business and online conversions, allowing them to grow into the market force they want to be.
On the other side of the spectrum, we’ve also had contact with those clients who have used every trick in the online marketing book to be noticed online. We have seen all sorts of bad habits, everything from multiple sites with identical content, and wondering why they can’t find any of their sites in the results, all the way up to some site owners using hidden text, divs. The least troublesome problems to deal with are the multiple identical sites, once we’re able to pin point which goal is the prize, we make it very clear that the clean up operation will take some time to take effect, but it can be fixed. Now the other shady tricks, we’ve gone so far as to recommend one person looking for our help to completely dump their site and start over with a new branding campaign. It was at that point we had learned they had put all of their eggs into the proverbial basket, and were stuck with what they had, and in the end we had our hands mostly tied with how much we could do for them. While no cause is completely lost, there are those which are somewhat unable to be fixed.
And the trend which has been cropping up more and more as of late, there are the DIY clients who felt they could build, optimize and manage their website all while running their business. The major issue that we have had working with these types of clients usually comes in the form of meddling, or the alteration of any on page and off page work we are using. The internet is a great and powerful informational tool, but here’s the thing aboud search engine optimization that the DIY crowd doesn’t fully understand yet: just because you followed the steps to an online guide about optimizing your website, doesn’t mean you have optimized your site. It is in the same difference of quality and time usage that you would find when you hire someone to professionally paint your interior of your home. Yes you can both do the job, but the pro will get the job done better, quicker, and correctly, we’ve all been to that friends house that has strange paint coverage.
It takes more than just going through the motions to be able to properly optimize a website, on or off site. Knowing what to do is only a sliver of the toolkit we employ as SEO experts here at Freshtraffic, don’t be so hasty to lump search engine optimization into the “I can do it myself” bag. It’s much more than just how to do your SEO, once you realize that point about online marketing, we’ll be ready to help you. Just because you think you can do what we do, doesn’t mean you can.
Online marketing efforts have had a lot of changes come at them over the last 18 months or so, there have been large shifts in the ways and means necessary to properly compete for positioning on the results pages. At the top of the fastest changing metric for your online presence, is the rapid adoption of mobile devices to use the web.
Before you tear your website apart in a frenzy to ‘fit in’ to the mobile crowd, you need to consider the most basic tenet of online marketing and branding – your content. You need to be able to engage your visitors, and make sure that your call to action is clear in both access, and its message. Besides being relevant, engaging and unique, your content should also generate social signals for the marketing strategy to be considered truly successful. Access to their social media accounts is one the most oft given answer when usage details are probed with mobile devices. If you take the time to ensure that your content is socially shareable, you’ll have the larger hurdle over stepped.
With the rapid growth in the use of the mobile devices, once you have your content it is time to ensure that you have your pieces in position to found on those devices. Tablets, smartphones and even netbooks can be lumped into this space, as their small screen print and processing power can sometimes put your website into a poor position to be accessed by them. Some of the simpler steps to take is to avoid using flash, or building your pages to incorporate large images. If your website developer has done their job correctly then neither of these issues should cause any alarm. There are many ways in which to deliver a quick, easy to navigate website to a mobile device, and the majority of the development platforms out there already incorporate a ‘responsive’ side to the site. Essentially your website is able to determine if your visitor is on a mobile device, or on a computer, and will deliver the correct version of the site to them.
Search engine optimization is almost the fairest marketing game that can be played by any business, in any space. Unlike television, radio and newsprint you can’t just throw wads of money at your internet provider to place your brand image everywhere. But when the job is done right, and you make sure to start your campaigns ahead of time, you can very well be at the top of the search results when it is most important. As an example, we often advise new clients that depending on key terms, competition, market goals and the quality of their website and content, it can take four to six months to find themselves in the results pages at their desired position. From today, that window puts your website at the top of the results right in the heat of the largest selling days for the online marketplace, the last 6 weeks before Christmas. Ho, ho, ho everyone, don’t be left out in the cold.
Search engine optimization is still a somewhat stigmatic phrase in Winnipeg business circles, but over the last few years the merits of the practice has rapidly started to become clear. Over the course of the last half dozen years Freshtraffic has endured a maturing of the online marketplace locally, as online branding and marketing wasn’t a used tactic locally when Jerry came to town. And although the gradual acceptance of internet marketing has gained momentum, there is still a long way to go before Winnipeg catches up to the rest of the world in truly adopting the practice.
One of the issues that seems to plague the SEO field in general, is both the lack, and abundance of information readily available on the subject. What tends to cause new adopters to balk at signing a contract for services is the need to be educated, at least briefly, on the use, nature, and effect that search engine optimization can have on your website and your business. The basic rules of having an online business haven’t really changed a whole lot, and the basic guidelines of having a successful online business have been carved in stone for the most part for the better part of the last 20 years. When the web was still in it’s infancy of being adopted in the early to mid 90s, there really wasn’t a great way to get around online, as web addresses were still a rather new idea to the scene. The idea that you could be instantly connected to the other side of the world with just a few characters typed on a screen seemed far-fetched and with telephones and faxes, unnecessary. But as we all know, the use of the web exploded and with it, a whole new way to do business. Now you can find a website for anything, so long as you know how to find it, and that is where the search engines found their niche.
With the birth of the newest business model, search engine optimization became a necessity to become successful online. If you were unable to find yourself in the search engine results pages after all, how could you realistically hope to do business on the web. It’s not unusual for a conversation with a client to include the question along the lines of “how is it that you do what you do?” Typically we are asked something in this vein when they have previously unsuccessfully stepped into the SEO arena, and they engage our services to help them right their ship. Two very basic points are the simplest way to answer that question:
The best SEOs are independent operators who don’t free advice and don’t offer different levels of SEO packages.
The SEO industry is one which public knowledge rapidly becomes useless knowledge.