Tagged with " seo"
It’s crunch time for budgets, we’re coming to a point where you need to decide: do we spend more and hope for big returns over the holidays? Or do we cut back and hope we can carry through to a new year? It’s not a question anyone can really answer for you, as everyones situation is unique, I would however, like to make a case for our niche – online branding, or internet marketing if you prefer.
Where online is concerned, consistency matters most, in your content, your presentation of yourself, of how you manage your online image and branding. And while it’s true for almost all facets of life, it’s even more apparent where your online spending is concerned; you get what you pay for. If you pay for shoddy service and workmanship, that’s exactly what you’ll receive. Where online and the search engines are concerned though, you will likely end up being penalized, and at worst, banned from the results pages until you clean up your site and links. Now some people try and sell that organic optimization only takes a one time shot and is a very low cost to work ratio, when in fact it’s pretty much the exact opposite that’s true.
As an example, if you try and save some money where your online marketing is concerned and decide to out source to one of the cheap advertisers out there, odds are very high that you’re going to end up with poor, if not irrelevant back links, and this will get your site snagged up in the newest algorithm addition – Penguin. The addition of Penguin into the algorithm means that the link spammers of the past, are very quickly finding themselves with burned urls – aka websites which have become useless to link to, or with. It takes a great deal of time to work out a relevant, and acceptable linking strategy for any companies website, and to skimp on this portion of your marketing will be one of the nails in your websites coffin.
Often times when you’re having your website built for you, or if you’re having it redesigned, you’ll find that web developers can run into the hundreds and thousands of dollars. If you have a complex site, with a shopping cart, perhaps streaming videos and audio with a user login system, you’ll be possibly even looking into the tens of thousands in cost. Thinking about saving money on your website and it’s construction? Rethink that cost saving measure, as cutting costs from the way your site functions, looks and performs can not only get you flagged by the search engines as having errors, but it can leave your site poorly secured and the possibility of being hijacked increases greatly. And if your website becomes hijacked by a malicious user who uses it to spam (best case scenario), or completely trash your website and use it to spread malware (black listed from the SERPs) not only will the search engines not trust you, your end users and customers will begin to distrust as well.
This was only two, of the plethora of issues which can sink your website should you choose to skimp on your online budget, and while being removed from the SERPs is a terrible possibility, the interaction lost with your current and possible customers should be seen as the real loss. Lost traffic due to reduced resources leads to lost conversion rates over all, which is just a never ending cycle of less and less.
Previousl I wrote about a Google patent which has gained more and more traction in the search community. The patent in question is named Ranking documents, and as mentioned previously it seemed like an interesting tactic to employ to catch thsoe who less than ideal tactics to rank a website.
Unfortunately, often times you’ll find that people are discussing search engine optimization, and will tack on the terms spamming, or buying links, but the truth of it is – when you do it right SEO is none of those things. The new patent that was discovered I think of like a magic trick, it’s a bit of slight of hand that Google is using to get those unscrupulous tacticians to reveal themselves. Google shows them the index, they try and spam to get ranked highly. When Google notices the spam, they show a different set of results (if you don’t think they can do that, you’re not thinking clearly) just to see the reaction of their target. If they continue to offend, their site will likely be penalized, and the ranking pages will haven’t been affected negatively.
Spamming links to a website to give uncredible weight to a term is a measure used by those in the industry who are in the game for only a few quick clicks. Often used on disposable website urls, they will target a hot, trending term – as an example Paul Ryan’s RNC speech – and will try and garner as many links and as much visibility as possible in as short a time frame as they can. It’s a pump and dump tactic that is very likely to have the offending site banned from the index and the url blacklisted.
I fore see that this patent will be dissected, discussed, scrutinized and blamed for all manner of SEO problems and head aches to come. The only problem that some site owners have has with Google, Bing and Yahoo is they’re getting better and better at catching the people who try to cut corners or use less than natural methods to rank their site. Maybe even one day soon, we’ll have an adaptive algorithm which detects, and removes spam sites as you search actively so black hatters go the way of the dodo bird.
In Search Engine Optimization, your keyword margin for error is very large. If you use a keyword in a way that just doesn’t seem to be working, you can adjust it and try again. You may even find yourself starting to rank for keywords you didn’t think about. Those are a bonus, and you can chalk them up to extra traffic and possible conversions. You’ll also want to reassess your keywords every now and then to make sure there aren’t new trends, technologies, products or ideas that weren’t popular when you first did your research.
Since organic optimization doesn’t attach a fee per keyword, you shouldn’t shy away from the high competition terms that you may not get. It doesn’t hurt to compete for those, and, it makes it easier to match up for long tail keywords. And when it comes to the users, it makes your site much cleaner, because instead of having headings like “Winnipeg Blue Bombers Hatsfor your baby”, you can stick with “Blue Bomber Hats” or the more specific but still high volume “Winnipeg Blue Bomber”. It’s important to adjust the depth of the keyword to the depth of the site, with your landing pages using broader keyword matching and leaving it to your categories to be more specific.
On the other side of the spectrum, the margin for error in PPC is small. Every time you make a mistake, it costs you money. Every time that you bid on a new keyword, it puts you in direct competition with other sites. You need to go over your keywords with a fine tooth comb, cutting out those that aren’t working, adding negatives, researching new trends, and always the cost per click in mind and the other on the Quality Score. You need to make sure you’re using themes to categorize your keywords, that your copy is performing as well as it possibly can, and that your tight ad group/keyword strategy extends to your landing page and the way keywords are used on it.
When you’re online, you can always find a survey, or a post, or a questionnaire about almost anything. Recently, the results of one such survey were announced. Conducted by the website SEOMoz.org, they conducted what they called an ‘SEO Industry Survey’ and most of the results are.. predictable, it’s a lengthy read but you can find the full report here.
First off, they collected the usual data about their respondants. Who are you, where are you, how long have you been working online etc. And as per their results, the US accounts for the largest part of the respondants, and there are slightly more female respondents from 2012 – 20.6% to 22.7%. Half of us work as an in house marketer and are 26-34 years old, obviously still a young market at heart.
When it came to the jobs we do, well it seems that the majority of us feel as though we don’t have just one job, although search engine optimization is the number one role we provide (92% response). Followed by providing analytics assistance (82%), link building and content marketing were in the same boat (71%), and coming up faster, likely due to Facebook, is social media management with 70% of respondants saying that was a role they take on.
Not that it should be any surprise, but almost all of us (93%) learn our trade online via websites, blogs, forums etc, while nearly as many, 88%, state that the hands on approach works best. After a sharp drop off to 64% of us reading an actual book, there’s another dip where only half of us attend conferences or workshops in order to learn tricks of the trade. When it comes to plying our trade, almost all search engines will admit that your content is king, so when we’re creating, sculpting, or working on a site, the following chart gives a solid representation as to where we devote our time.
The real trick about being noticed online, isn’t about having a Facebook account, or even about having a top of the line website built for you. Just like you can think of Coke and you instantly conjure up and image of a soda, branding is where you will make your business fly.
Online branding isn’t just for multi-billion dollar companies with worldwide distribution, when it’s done right, you can leverage it locally to your advantage. All you need is the time and the willingness to forge an image for yourself, and your business both online and offline. When you’re working to create an image for your business, you need to be clear as to what you want that message to be. Just like thinking of Coke or Pepsi makes you think of a soda, you need to be mindful of what imagery your campaign will inspire. Once you have that image in mind, it’s time to push ahead with becoming your vision. Search engine optimization is merely a tool you can leverage when you’re working on your brand. It is a very powerful tool, and when you manage it correctly it can make your presence known quickly and clearly online.
So once you’re ready to make your move and become more than just another store front, the online branding experts are here and ready to help. With our help, your desire to rise to the top, and some concerted effort we can make you the cream of the crop.
When you’re looking at any kind of online branding or search engine optimization, there are a whole bunch of points you need to keep in mind. There’s all of the technical stuff, which has been covered in this blog a number of times. Things like your content management system, your coding structure and how clean it is and if it’s to proper web standards. Your content need to be clean and concise, and ideally be keyword rich and act as link bait so as to encourage other websites to link to your site.
A major element that unfortunately seems to be over looked, or perhaps misinterpreted, is budget allocation. The two major budgets that you need to keep in the fore front when considering SEO or online branding, are the budgets of time, and money.
Where the monetary component is concerned, it’s going to fluctuate depending on what your target is. Everyone would love to be on page 1 number 1, but what it takes to get there is different for everyone. It shouldn’t be any surprise that to hold the number 1 spot locally, takes a much different budget amount than that of a website trying to take the top spot nationally. It should also be known, that in order to place in top spots is going to take more than a few hundred dollars in a one time payment, online branding and organic search engine optimization are not one time deals or costs.
That’s the monetary cost where your website optimization is concerned, and as far as time is concerned, there needs to be realistic objectives as well. Smaller, local targets can be hit quicker in a search campaign, while massive national campaigns will take much more time to climb. The small local campaigns can begine to show results in as short a time frame as a few weeks, while larger campaigns can take a few months to show the improvements deemed necessary.
It’s almost that time again, are you starting to get ready for Christmas? You may read that and think us all mad here, but just take your time and read and you’ll understand.
There are a number of tactics you can employ to be found online, the good stuff, the bad stuff and the stuff in the middle that may, or may not, get you into trouble. The good stuff, or the best practices lists that you can find on the search engines help pages, are really just the basics of good principles. Don’t use hidden text, don’t use spammy content, try to balance your text to image ratio, the list goes on and on. There’s no real need to go into the bad tricks or the ones that may or may not get you into trouble, the basic point is there is a lot of information out there.
But one of the points that the organic search engine experts will be able to corroborate is: becoming listed properly takes time. It doesn’t happen over night or even in a month. It can take upwards of 3 months and more depending on how competitive your market is to even be found on page 2 let alone page 1. So what’s your course of action? Start early and work at climbing the ranks diligently. If you’re already on top, then you’ve won half the battle, but you need to be ever mindful of your competition, if they’ve employed a proper SEO they will be coming on strong to try and tople you from your position.
Now with some very basic timeline information in hand, with it already being July, is it easy to understand why Christmas is so much more important than you already knew? The 3 month marker would put your campaign at mid October, perfectly poised to rash in on the online shopping bonanza that is Christmas.
With the way things have been progressing online, it’s not much of a stretch to think that some of the old ways have gone to the wayside for search engines. Google, Bing, Yahoo and all of the others out there need to choose a metric of sorts where by it allows them to determine what is relevant to certain topics and categories. The long running, and highest contributing factor since the beginning, has been linking to websites; both those which are relevant to your business and those which may help your positioning. It’s a very simple formula really, site A compiles a great deal of information about cogs and becomes known across the country as the top producer and information source for them. Site B, is a reseller of site A, and as such provides a link directly too site A, helping cement their positioning online as the top purveyor of the cog industry. That’s a very basic example, multiply that a trillion times and you’re beginning to see the beginnings of the internet, and how linking works to sort out the web.
Over the last couple of years especially though, the social web has made a big splash. Facebook, Twitter, LinkedIn, Pinterest, Google+, all social sites which are being hooked by the spiders and are being more frequently plugged into your search results. Some companies out there like to make the correlation that the larger the web has gotten, the more community focused people have become. Instead of searching out for the best cog company, people are asking their friends on Facebook and Twitter for example. It was a shock that ran through the SEO industry to think that the value of links was going to be tossed away, all because people suddenly had the ability (not that they didn’t already) to ask their friends for their opinion. It’s a (non)issue that continues being blown out of proportion by the unseasoned search experts out there.
Bet a very simple truth is this, the weight that linking and back linking to websites sin’t going to go away. Not just yet, and not in the near fore seeable future at any rate. That’s not to say that social signals and social linking isn’t going to become the heavy weights at some point, but that point is not today, not next month, and not next year.
There’s a lot of mistakes that can be made with your search engine optimization campaign if your chosen provider isn’t totally on the ball. In the coming blog, I’ll discuss some of the simpler mistakes, how to spot them, and hopefully with that knowledge in hand, they will be avoided.
One of the primary mistakes that can be made when beginning to optimize your site, can actually be the combined fault of both the site owner and the SEO. Failure to conduct proper keyword research on your site, and on your competitors sites can actually hamper your efforts online. Improper keyword research can even lead to you creating or posting content which is improperly optimized, and your brand or website can become associated for the wrong terms. If the wrong terms become indexed it’s not just your current ranking which can be effected, but your long term can also be via backlinks from other websites. As an example, if you create a great document, well written, not too spammy and highly relevant, but for a topic unrelated to your website and someone finds and links to it; the search engines will index and categorize that link. If your website becomes the target for irrelevant backlinks, it begins to affect your authority on your niche market, especially if backlinking site is completely different from your business. So if you’re not sure which keyword phrases or targets you should be going after, allow your SEO experts to do their research and present you with a solution.
A mistake which is often overlooked because it isn’t painfully apparent, is when you’re having a website built or revamped, that it’s constructed in such a way that it impedes the search engines ability to index your site. Having a website which encourages intuitive use by the user, as well as the search engine spiders is very important to help propel you to the top. If you’re building a website with images or scripts as navigation, the users may be able to work out how to process it, but search engines don’t see things the way users do. If there is no way to identify the menu or page elements, the spiders will guess, or disregard the pages. That’s a dangerous place to put yourself for the sake of design, because it doesn’t matter how pretty or fun your site is if it can’t be indexed. A third common mistake which site owners get caught up in is lack of updating the site, either via consistent content updates, a blog, active forum or even a twitter feed. Building and launching a business website isn’t just a fire and forget enterprise with which you have one shot to be indexed and ranked, you should be working on your site and it’s content in a constant cycle. Either a blog every day or so, a forum update for members or a few tweets here and there during the day, engaging your clients and customers. If you allow your site to become stale and never udpate it, you’ll slowly be pushed further and further into the index by others in your space who do.
Lastly, even though we’ve already discussed the construction of your website, a last point to mull over. You cannot build a website purely for user interaction that is highly graphical with no actual content and expect to rank in the top of the searches. But by that same note, you cannot build a website with only the search engines in mind as all text and no user support or interaction. So while your site can’t be all flash and no substance, it also can’t be comprised of all substance with no flash, users will visit and never return due to poor user interaction. It’s a balance that needs to be met, and if your current SEO can’t help you with your existing site, call the search experts and we’ll have you flying in no time.
If you’re the owner of a small business, often times one of the best way to generate content for your website is to have an active blog where you can make postings about your product or services. It also allows your customers and clients to ask any questions which may be on their mind at the time, and can give your professional site a friendlier feel.
But with all good things, especially with the anti-spam algorithms that the search engines have running, it’s a very good idea to know how to mitigate the possibility of having your web authority tarnished. It’s not just the cheaters at the search game who get caught, more often than not it’s websites and businesses that follow the rules, but just happen to forget a very important step, moderation. Moderating the comments on your blog or any forum threads you may be actively participating in is greatly important, as nothing on the internet is truly private. If a thread you’re active in begins to get spammed, your name and business could be caught up in an anti-spam net, and you could end up devalued simply because you were in the wrong place at the wrong time.
If you have your own company blog, and you allow comments on your postings, it’s a good idea to have comments allowed so as to encourage discussion on your website. It’s a very good idea however, to also have a firm hand where moderation is concerned of any and all comments which are placed on your site. Blog spam comments are easily spotted however, as they’re usually placed automatically by bots roaming across the web. Their posts are typically poorly written, although some might surprise you, and contain a few links to sites which have no bearing on your own. There is thankfully, a rather simple way to deal with comment spam if you have a highly active forum or blog, and don’t have the time to moderate all of the discussions or comments occuring. You can simply add the NOFOLLOW meta tag to your discussion pages or directories, it’ll tell the spiders to simply disregard any outgoing links on the pages and you can let the discussion flow. It’s a simple line of code which allows you to protect your sites page rank, as well as it’s online profile with the search engines.