Tagged with " seo"
Search engine optimization is a buzz term that makes a lot of marketers out there wince when used in their presence. It isn’t a wonder why, as there seems to be an expert around every corner, and at times it can be a dicey proposition to engage someone to represent you. The dangers associated in a virtual world can have some real world implications if you aren’t mindful of the work being performed on, and off of your site.
Whether you have a website with only a couple of pages or a website with thousands of pages, you need to have an aim with your optimization efforts. You need to decide from the get go, are you going after a site wide optimization or are you going to start with a page or two to try and work your way to the top of your niche. You can optimize your site and pages for single or long tail terms, but you need to have the focus to not push forward on more fronts than you can handle. Once you’ve either paid for the keyword research, or taken the time to do the work yourself, you’ll discover that the vast majority of your traffic will result from only a handful of terms. With that in mind, make the decision to focus on your primary target, and not get distracted by your campaign.
Once you have that target and the primary pages that you’d like to optimize, there’s only one major area to worry about regarding your optimization efforts, and that’s really to not go too far with your optimization. As strange as it might sound, over optimization is a legitimate concern for a website. Being caught over optimizing your website isn’t the end of the world though, and it’s one of the easiest errors to recover from. While we always welcome an open dialogue with our clients, we have had a handful of occasions where we’ve actually had to use the phrase “We’ve taken the steps necessary, but we didn’t want to risk over optimize your pages.”
With the growth of web technology as the internet develops as a marketing tool, there are some incredible effects you can achieve when you design with the new technologies in mind. There are however, a handful of issues that you need to keep in mind when designing your website with them in mind. The main use, and priority of your website should primarily be client interaction, but marketing also needs to weigh heavily with your decisions.
It is an older technology when speaking about the web, but Flash is still widely used to create and display multimedia websites. Flash allows you to create a visually striking website, complete with sounds and animations if you would like, and allows you to have a great client experience. A great idea for websites that have an established visitor base, or is shared directly to users, as it still isn’t easily crawled or indexed by the search engines as of yet.
Some of the newer tricks on the web involve the use of updated slider coding, allowing you to overlay text and images, and the increasing popularity of Ajax code. The slider bits are getting more friendly in terms of search engine optimization, as you can designate an area for an image, and place text over top of it which can then be indexed by the search engines. A less friendly, but most often seen use of sliders is using images that have the text embedded within it, and while this still gets the message across to visitors, it is not going to be indexed. Ajax is a great new technology in the life of the web, and allows you to construct highly interactive websites. You need to ensure that you follow your optimization steps however, because there are variants of Ajax out there which don’t get properly indexed at the moment. A popular use of Ajax coding at the moment is to create dynamic menus and content, which can make your site look and act very compact, and as it is an active element works well to keep visitors engaged with your site.
I’ll write another shortly about some of the other tech out there which is providing client interaction and a great visual display for visitors at a later date. I’ll have a focus on jQuery and HTML5, the latter of which is one of the more impressive bits of technology out there.
There are a handful of advertising options when you’ve gotten your business up and rolling, and each one has their own pros and cons. Television, radio and print advertising is generally seen as being an older, dated method of advertising that still sees a fair amount of use, especially among some of the larger companies out there. Because at a certain point, you need to use it, because your competitors are.
And then 20 years or so ago, all of that got flipped onto it’s head with the rapid growth and use of the internet. It took a few years for an indexing service to come along, but Google worked out a way to wrangle the mess of the web, and give it some order, and allowed users to search the web for what they want. Fast forward to today, and it is again starting to become a tangled mess of advertising avenues. Having a website has become, for the most part, a no brainer, if you have a business, you need a website. Because just how old media advertising was perceived 60 years ago, if you’re not doing it and capitalizing on the advertising, your competitor will be. One of the biggest differences between the old advertising methods and their counterparts of today however, is that the online variants can be tracked and deliver you a definitive return on your investment. Search engine marketing, also known as pay per click advertising is great for immediate branding efforts and recognition, and helps you build your brand quicker than by just word of mouth. Think of PPC/SEM advertising as impulse adverts, like the gum and magazines you see in the check out isle at the grocery store.
The true benefits of online marketing really only become clear when you have the time and the budget to incorporate search engine optimization into your advertising portfolio. It is not to be taken lightly or done in a haphazard way. SEO is the chocolate chips in a chocolate chip cookie, you need to do it right, and it needs to be done in a proper balance otherwise you’ll end up with a poor product, and be met with the wrong side of the ranking algorithm on the search engines. There isn’t much to expand upon regarding search engine optimization, and in the spirit of following our own rule set of keeping it simple, if you don’t know how to properly perform SEO, don’t.
One of the fastest growing terms or trends in building a website the last few months has got to be the rise of the responsive web design. If you’ve shopped for a new site in the last bit you’ve undoubtedly heard the phrase, and it really does make sense. A responsive site isn’t a new idea, it’s just picked up a name for itself that designers can identify with, and it makes sense to boot.
When a web designer or developer is discussing a responsive site with you, it basically means the website can adapt to what ever technology the user is on at the moment. Whether it’s a desktop, tablet, or a mobile phone, your website will change to suit the visitor. There are some unique challenges that you need to be aware of though when looking at this type of design, as you may lose out on customer interaction or conversions if you’re not diligent about how the site performs. A top issue that you need to consider is the content that is displayed above the fold, or to put it another way, what content is immediately visible to a visitor without them having to scroll. Having visitors land on your website as the result of a search or a referral from a friend should be a near guaranteed conversion. But too many site owners and designers think of “flash before cash” and instead of working their magic and trying to make a conversion they show off and the main message gets lost. Don’t take that to mean you can’t show off the capabilities of your site or it’s design, just make sure your message isn’t being lost by doing so, both are possible you just need to be aware as you build it to make it happen properly.
Another key aspect of a responsive design is it is usually on the lower side of the content spectrum, so the content that is there needs to cover two major bases off the hop. It needs to be relevant, and it needs to be engaging for the user. Contrary to the belief of some who call themselves SEO experts, your content can be highly relevant without being spam filled, it doesn’t have to look liek a robot spit out a paragraph of keywords.And on that same note, your content can engage the user as well as be relevant, it just takes some wordsmithing to do it right to make sure the message is delivered while keeping the point in focus.
A responsive site design is a great move forward online, it’s a great means to use to provide your message to online searchers across multiple formats. Just remember to not get lost in the bells and whistles, and keep it simple. There’s nothing worse than driving a company to the top of search, just to have them completely revamp a website and lose their conversion rate.
In the last year the Google has released some pretty heavy duty algorithms to try and clean up their search results pages, affectionately referred to as Penguin and Panda updates. It is usually fairly easy to pick up on when an update is going on, as the results pages shift fairly consistently over a few days, and during that time you can go from a top 3 position, to not found, to page 2, and so on.
There are people in the blogging world who have some pretty close ties to the team at Google, and they were able to send off a quick email to find out if the gut feeling about an update was correct or not. Just last week however, it was announced that there would be no more direct confirmations from the search engine, about updates or shifts that are occurring. But don’t worry, it’s not that the communication is completely breaking down, it actually has more to do with the fact that the shifts shouldn’t be as abrupt or drastic anymore, perhaps it’s a sign that the results pages are getting closer to what the team at Google deems acceptable?
Of all of the things that we hate the most with the SEO business, there is always a short list of the few things that we try our hardest to stay away from. Some are unavoidable with client assistance, and some are completely unavoidable and regardless of how frustrating an experience it can be, we have to deal with it. As it goes with any endeavor, one of the biggest issues that can pull you apart is having too many cooks in the kitchen. There are all sorts of cliches you can use to this effect, but they all mean the same thing – too many people on the same project, and loss of information and procedure will occur. We try to minimize the impact of this by being able to directly work on a clients website, but there are sometimes cases where that isn’t a possibility, and so we deal with it. To a web developer two days to make a change may seem like an acceptable time frame, but to the internet and the search engines, it means all the difference in the world.
Another issue that sometimes crops up, and we sometimes receive phone calls for is for a quick solution, to a long running problem. Search engine optimization is not an apply duct tape here type of process, the minimum time frame we try to advise our clients of, both existing and prospective, is a 4 – 6 months window within which you might start to see consistent improvement. So the next time you’re considering using SEO to help bolster your site positions, just remember that if anyone tells you I can do it in two weeks for $300, you are potentially digging yourself a very deep hole at worst, at best you have spent money for no real lasting results.
A lot of poor information often gets circulated around the internet about everything really, but the real bone of contention that we have here at Fresh is with the people and businesses that spread bad advice or information about the web. The internet doesn’t seem like a terribly difficult tool to use, but it is one of those tools that if you don’t use it correctly, it can come back to bite you.
A big buzz word for the last few years was search engine optimization, and while it is still as powerful a tool as ever, it seems that some of the uninitiated “experts” have been culled from selling their services online with the Panda and Penguin updates. The very recent buzz phrase this time around is surrounding social media. Facebook, Twitter, blogging, so on and so forth, if you don’t have a social page you’re going to disappear on search etcetera. Facebook is the largest social media player on the web, no one can contest that fact, and within the last couple of weeks they came right out and said they have no intentions of offering a full search service, they are only concerned with Facebook Graph search. So very simple, and very plainly, search and social are two different things. The user base of the internet leverages both technologies to make a decision these days, so to ignore the social side of the web is a bad decision, but if for some reason you do, it won’t affect any SEO campaigns you may have implemented.
Three or so years ago when it became the big thing to sell search engine optimization services, a lot of the same old mantra began to be repeated that you could find on old blogs and forums. Methods like article submissions, link exchanges and ranking reports and their definitions were used to sell a number of businesses poor to terrible SEO campaigns. The bigger issue surrounding these terms isn’t really that they’re old tactics, it is if they are used incorrectly they can get you and your website into trouble with the search engine powers that be. Using article submission as a tactic now a days is a good way to get scooped up by Panda, especially if a post or a blog gets scraped and passed around the web on thousands of sites. Links exchange ala the early 2000′s where you pull the “I’ll give you one for one” is a sketchy tactic at best, and at its worst, there’s no way to follow if that link gets pointed all over the web at any given time. And as for ranking reports, that’s just a phrase that old marketing companies use to try and wrangle your business in as they can show you a report where they help you rank for a long tail (9+ terms) search that no one really performs.
Some of the business owners here in Winnipeg really need to give their websites a good long look, and step forward into the 21st century. Using only newspapers, radio and television is high cost, low ROI, and virtually untrackable where visitors are concerned. A real search engine optimization campaign can correct all of those issues, and we can even right side up a sinking website, all it takes is a little time, and a whole lot of experience.
There are a lot of steps to consider when you have a website built for your business, there is no doubt about that, but there are a lot of pitfalls that you can run into if you’re not careful with your planning stage, hopefully with the help of this short blog post you can avoid some of the big ones. Your website is much more than just an online version of your business, it is your introduction to the world, and if done right your highest return on investment you can make in marketing.
Your first major priority when coming up with a website is its design and its function. You should follow a clear, consistent theme ideally showcasing your services and view it as the beginning of building your online brand. Where the web is concerned, everyone has to start at the bottom, so if you truly want to make a mark for yourself, you need to be clear with who you are and what you offer. The function of your website is an important factor to remember, it boils down into two major usability points of your website. The first is the navigation of your website, it should be simple and easy to understand in how to use it. If your visitors can not discern how to find their way through your site, then you can expect your conversions to be low as well.
The second aspect you need to remember regarding the function of your website is the point of your site. Regardless of what you want your site to do now, you need to have some foresight into what your goals are as your user base increases. A major sticking point which can quickly increase your costs of having a site, is to turn a blind eye to the potential future of your business. If you offer a product for sale as an example, it would be in your best interest to offer online payments for your products. At this stage of the internet there is really no reason to not offer a payment or a shopping option for your products and services.
Just because you may have no present ideas to make sales online doesn’t mean that you should leave the functionality from building or improving your website. If you prefer, you can think of it as a cost incurred today, is saved in the future.
As an unrelated point, I should remember to push publish when I’m finished my blogs.
Over the last few years we’ve written extensively about the value of search engine optimization, and that if you have the right pieces in place that the increased traffic and visibility can catapult your business into a realm you thought was maybe only a dream. But all of that valuable information aside, there is one vastly important piece of advice that rarely gets discussed – keeping your SEO provider accountable for their services.
It may seem a tall order, after all you’ve already hired them to do the job for you, because you’re not entirely sure what you need to do. But there are a few simple tips and guidelines you can use to try and keep track of the work that is being done to, and for your website. After you’ve chosen the people or agency to help you with your site, one of the first things you should try and gain a grasp of is your website stats report. As a service we offer a login to view your stats counter so you’re able to quickly view your over time growth, another method which is offered is a report delivered monthly. This allows you, as a business owner to quickly see how your traffic has improved, or is beginning to improve following the on page optimization which begins the moment you have signed on.
If you’re like some of our clients, and you like to be able to see visible changes in your site, some of the simpler things you can look for are evident. We often help you with your content, and work with you to ensure you are delivering the message you want, and help with your call to action. Whether it is a sale you’re after, their email address or just a survey completion, we’ll help you identify your conversion problems, and help you correct them. Because visibility doesn’t do you any good, if your conversion point is buried a half dozen pages deep into your site with no way to see or find it. Your call to action is the end goal for you as a client, getting that sale or that sign up is what you are after from your visitors, and it is the visitors that we can help deliver to you. Other simpler changes you can keep an eye out for are simple heading changes, title changes or content adjustments.
Just a handful of simple steps you can use as a client to keep track of your SEO professional you’ve hired to make sure they’re actually working on your website. There are other ways you can use to try and work out just everything that is going on behind the scenes, but the absolute simplest way to learn what has been happening is to pick up the phone and call. We are always happy to catch you up to date with what we’ve been doing to help your online presence.
Perspective is a funny thing, it can change the way you think, act, or can affect decisions you make. One of the main goals of online branding is to create an image of yourself that users can quickly and easily identify. If you’ve done your job supremely well, that branding will apply offline as well as online.
Let’s take a quick step back and clarify what a properly branded image can do for your business, and for an individual. Marketers and public relations departments have been successfully building brands and brand images for as long as there has been a radio. If during a conversion someone mentions the name Katy Perry, or Pepsi, you instantly can recall an image to your mind. You can remember a taste, or sound, and paired with that image invoked with a single word, you can form a decision. That level of brand recognition is priceless, and can make an unknown world famous if done correctly. Becoming a brand is easily the most powerful method of generating knowledge about your product or service, but it is also a process which requires time.
When you believe you are ready to make a move online to become a brand, you need to ensure you have the proper steps in place before you make that leap. Making the assumption that you already have a website live and are getting ready to make the push to becoming a brand, this is where you need to fully employ the skills of an online optimization expert. Your website and its content needs to be weighed and measured against the rules and regulations of the search engines, and your competitors. Your strengths need to be determined and we can then use them to increase your online visibility, and as a result build your brand online. The local web is only the beginning, once you’ve dominated the local web listings and branding, then we take you provincial, and then national. Just one small step at a time, and eventually we will help you build your brand, and your image bigger than you ever thought possible.
One of the major sticking points we have when engaging a new client, is when we begin to get into the optimization process and we begin discussing our process more in depth. Usually by this point the new client has had some time to browse the web a bit and unfortunately, read some of the information out there regarding SEO and AdWords.
This isn’t inherently a bad thing, as it leads to further understanding of why we perform some of the changes we do, but what inevitably happens is being pressed on topics which don’t have any bearing on their contract or campaign. I’ve mentioned this topic more than once, but it continually crops up from time to time, so I guess it’s time to discuss it briefly again. Starting with the short explanation regarding any information you read on a blog, message board, or forum regarding search marketing and the like: forget what you’ve read.
Now that the blunt answer is out of the way, a little more in depth reasoning as to why. The primary reasoning to stay away from the majority of the information available out there is that best case scenario – it will illicit more questions than answers. Worst case, it is just bad information, that has a nasty habit of cavorting about the web as real information. While a basic understanding of your campaign is important, we also always make sure to share with you what we are doing, and why we are doing it. A little bit of information can be a scary thing, but what is even more terrifying for SEO experts, is when that little bit of information, is bad information. While we are happy to answer your questions and concerns about your website and our process, sometimes the best thing you can do as a client is to let us do is to do our work. When you have a question, when you have a concern, absolutely call and ask our thoughts, but trust in the fact that we are extremely great at our job. We enjoy a contract renewal rate somewhere in the 90% range and many of our long term clients have been with us from the beginning in Winnipeg. Let us worry about the web, while you worry about your storefront.