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Google is the dominant search engine receiving over 70% of Internet searches. Strong search positions can generate substantial revenues. How strong are your Google search positions? Do you wonder why you are not doing better on Google?
Content is what drives search positions. Effective search engine optimization starts with keywords strategically placed in Web site content.
But more importantly, success on Google requires content that holds your visitor's attention. That is because Google measures how long someone stays on a site after clicking a search result.
An effective strategy for success with Google that also works well with buyers is creating informative content that educates your visitors to make better buying decisions. Content that grows their knowledge will hold visitors longer. Educating your visitors will establish you as the expert. So when it is time to buy, you will be given top consideration.
This strategy worked for a long-time client of E-Power Marketing that does metal finishing, an industry seriously impacted by the problems of the auto industry. Strong content optimized for search engines opened the door to new customers from companies who never would have otherwise heard about our client.
The client's vice president of marketing told me, "a major medical manufacturer found us on Google. He contacted us because he read on our Web site a new process to save on gold plating. This generated the best diversification of our capabilities."
Informative content optimized for search engines is where you need to start if you want success on Google. Focus on strong content and you will find it easier to get the search positions you're looking for on Google.
Strong, informative content will also motivate others to link to your Web site. Links from other Web sites are another factor that impacts Google search positions.
In other words, success on Google starts with strong content.
Labels: Organic SEO, SEM Back to Basics
Search engines read text, and not a whole lot more. Search engines cannot see and interpret your images. They do not give bonus points to sites that look cool because of Flash technology. Search engines read text. Too often, Web sites are built based on design, rather than content. The content you put on your Web site holds a very important key to search visibility and online traffic.
Content is crucial to your Web site's success, but it is not the only source of search visibility. Here, we explain how and why content is essential to your Web site, but bear in mind there are additional important aspects to a successful search engine marketing campaign. Content is still king, but there are other important players in the royal court of online success.
Why is Content So Important?
The content on your Web site that search engines can read is a major factor in earning top search positions. Search engines crawl your Web site's content in order to "understand" what your Web site is about. Without the content, search engines have a very hard time understanding what your Web site is offering, and cannot award search visibility to it. Quite simply, to achieve high natural search visibility, your Web site needs to have unique content that search engines can read to effectively utilizes the keywords you hope to rank for.
Beyond search visibility, your content is what motivates your visitors to take action. On your Web site, you must talk to your market; let them know about your brand, your products and services and your expertise. Integrating the keywords you hope to rank for is important, but not at the expense of the readability of the page. Stuffing keywords into your content will do more harm than good. Write for your Web site's visitors. Keep your keywords in mind, but focus more on your customer's experience than the amount of keyword repetition you use on a page.
Your content not only allows Internet users to find your Web site through search engines, it also gives them a reason to stay once they are there. More factors search engines take into account when awarding search visibility is the length of a visitor's stay on your Web site, and how often they return to your Web site. Content allows users to spend more time on your Web site. Regularly updating your site with new, educational content will bring visitors back time and time again.
Are You On the Right Track?
There needs to be indexable content on every page of a Web site that you want to search engines to deem important. When you create a page for a specific product or service, you need to create content to populate that page. The content has to relate to the topic of the Web page, and it has to use the keywords you've already selected to target for that page.
A lot of emphasis needs to be placed on the term "indexable content". Indexable content can be defined as content that search engines can read. Content that is located within images doesn't count. Search engines only see the indexable content on a page, and can only give search visibility as based on the content their spiders can read. How do you know if your Web site's content is indexable? A simple test is just to try and highlight the text on a page of your Web site with your mouse. If, while holding your left mouse button down, you can highlight the text of your content, it is very likely that the body text is indexable, and search engines can in fact read it.
Web site owners need to understand the importance of the content on their Web site. Companies need to invest the proper resources into creating, optimizing and showcasing the content. Boiler plate content about your company or products doesn't cut it. Take the time to create original, informative content that is written for your Web site's visitors and optimized for search engines.
Content Is Crucial
Search engines need indexable content in order to give your Web site search visibility. Web users need content to understand what your company offers and why they should buy from you. Strong content also attracts links, building your brand's online presence and making your Web site more valuable to the search engines. Strong content that search engines can read is at the core of your online success, though it is not the only factor in gaining search engine visibility. From Social Media Marketing to Branding Strategies and beyond, a complete marketing campaign is driven by the informative, meaningful content your company can produce. A successful, comprehensive SEM campaign is driven by a Web site's content. Give your Web site's content the respect it deserves, and both your visitors and the search engines will take notice.
Labels: Organic SEO
Assumptions are risky, and too often we see companies making the same assumptions about their Web sites and Search Engine Marketing. Luckily, you don't have to make the same mistakes. Educate yourself, and avoid these expensive assumptions.
Assumption 1 - People know how to access your Web site
You believe your clients and potential clients have your Web site URL memorized. Well if they don't have it memorized, they most certainly have it bookmarked, right? Wrong. People forget things. Your customers aren't always accessing your Web site from the same computer, so their bookmarks may not always be available. This makes search visibility and high rankings on the search engines important. Not only will high search visibility allow new customers to find your Web site, it will also make it easy for current customers to make repeat visits and purchases.
Assumption 2 - People understand your products and services
How many times have you seen a commercial, and you have no idea what it's for until the very end, when the brand, product or service is highlighted. Too often, this happens on Web sites as well. Use your Web site, and especially your Home page to briefly educate your visitors about your company, what you offer, and why you're an industry leader. Remember to utilize your target keywords within your content.
Assumption 3 - People refer to your products the same way that you do
Assuming that your customers and potential customers refer to your products or services the same way you do is a dangerous mistake. You have a professional and expert view of your industry. Experience and education within a certain industry or product often leads to an enhanced vocabulary. While this is important for you as an industry expert, it can impair your lines of communication with customers. Keyword research is a critical step in the Web site optimization process. Find the keywords for your products and services that your customers are searching. Some of the data may surprise you! Targeting the keywords your customers are searching for will benefit you in the long run.
Assumption 4 - Creativity generates sales
Often, too much focus is placed on the appearance of a Web site, and other important aspects are sacrificed. A fancy looking Home page may impress some of your visitors, but if they can't figure out how to make a purchase or how to contact you, what good is your Web site? While the creativity can add distinctiveness and visual appeal, it will not ensure that visitors become customers. There has to be more to your Web site; informative content, easy to use navigation, straightforward calls to action. Depending on your Web site's creativity to generate your sales can be a costly mistake.
Assumption 5 - People know how to get around your Web site
Make sure your Web site's navigation is easy to understand and to use. Search engines don't always list your Home page as the top result for your Web site. Ensure that your Web site's architecture is search engine friendly, and that your navigation and menus allow visitors to easily orient themselves on your Web site. You may have great content within the pages of your Web site, but what happens once people have read that information? Can they easily return to your Home page? Is it clear on those interior pages how to make a purchase? Your site's architecture should allow visitors easy access to all of the important pages on your Web site, including the Home page, how to contact you, and how to buy.
Assumption 6 - Once your Web site is online, it's perfect
Web sites hit road bumps. Your customers make mistakes. When you have interactive facets to your Web site (contact forms, checkouts, etc.) things can and will go wrong. Customers can enter the wrong address or credit card expiration date. Make sure you try out your Web site to address functionality issues. Click on those links. Submit a form or order. Take the time to experience what your customers will experience from your Web site.
Assumption 7 - Customer service will answer all questions
Not all of the visitors to your Web site will contact your customer service with questions or problems. Add an FAQ section, and plenty of educational materials to your Web site so that you can answer the questions that are keeping your visitors from becoming customers. Your Web site cannot be solely made up of product descriptions and marketing materials. Use your Web site to educate your visitors. Establish yourself as an industry resource. Provide the tools and news that authenticate your market leadership. Supply the information your customers need to make educated purchases.
Assumption 8 - Visitors will come back
Even customers that love your site won't become regular visitors unless you give them a reason to. Create a "What's New" section. Add a Blog. Regularly develop new content that will keep your Web site fresh and useful for repeat visitors. Utilize the "Add This" tool so people can share and bookmark your URL for future visits. Add an RSS feed so people are made aware of changes to your Web site. Invest in Blog Marketing to create awareness and traffic for your Blog. You need to give people a reason to keep coming back to your site.
Labels: Organic SEO
Why optimized images are important:
Search engines' spiders are blind. They cannot "see" the images you choose for your Web site. Search engines do not know what the images show or what words are used in images.
Thankfully, there are SEO practices that allow search engines to understand your images, without actually seeing them. When used correctly, images can boost the relevancy and aesthetic appeal of your page, as well as aid the visually impaired to understand your Web site.
As you may have noticed, and as we explained last month, Search Engine Result Pages (SERPS) are changing with more diverse selection of Web sources. Along with these changes, Image Search is a growing trend. Search Engines recognize the impact of visual search and are making these results a priority.
As images become more and more important on the search engines, it is critical your SEO strategy includes optimized images.
Tips for Optimizing Images:- Use keyword rich Alt IMG tags. Alt IMG tags are used within the HTML code of a Web page, and describe an image. The description you add within the Alt IMG tag is the text that appears on screen when you hold your mouse over an image. As important as keywords are, it is important not to overuse these as well. As always, use keywords naturally, overuse will appear as spam to the search engines.
- Include descriptive keywords within the image file name instead of just leaving it whatever your camera or scanner saved it as. If it is a picture of one of your products, include the product name in the file name.
- Include content near the image that uses the same relevant keywords. Give the image a caption. You can be more descriptive with the caption than you were with the Alt IMG tag.
- Keep the file size of the image low. Make sure it doesn't take too long to load on your Web pages.
- A good rule of thumb to remember is to save files as JPEGs. It is the preferred file format for images on the Web.
- Make sure the images you're using are of a good quality. When shrunken to a thumbnail, they should still be easily recognizable.
- Don't restrict access to your images. Many Web sites add the image folders to the robots.txt file. This prevents your images from being indexed by search engines.
- Add your images to social image sites such as Flickr. You will be able to add keyword rich descriptions and tags to the images. Social sites like Flickr also allow you to create detailed profiles where you can add links to your Web site. You can go beyond the tagging of your images and become active on the sites. Join groups, discuss other images, be active in related communities. You can use these sites and your images to establish yourself as an industry leader.
Following these simple steps for optimizing the images on your Web site is an easy way to get your site optimized and on track, ready to enjoy higher search visibility.
Labels: Organic SEO
Web Site Redesign / CMS Change
The most common way companies sabotage their organic search positions is by redesigning their Web site or switching content management systems without consulting their search engine marketing firm first. Your Web site is your platform for maintaining and achieving higher search visibility. Why would you completely renovate it when you've invested so much time and money in getting it the search visibility you currently have?
Redesigning your Web site affects a wide variety of top factors in obtaining search visibility. Navigation, architecture, past efforts, the way the content is presented, file names, interlinking internally - and the list goes on. Altering any or all of these factors can cause devastating results if done so in a manner that hinders the search engines. Not to mention what happens if you do not properly transition the old site to the new. You can demolish your search visibility before the new Web site even gets out of the gate by not using proper redirecting tactics. Don't make that mistake. From the beginning of a Web site redesign discussion, contact your search marketing agency and get them involved with the process. Read more about handling a redesign in 10 Issues to Consider When Reviewing / Designing Your Web Site.
No Changes Allowed!
Another common way companies sabotage their SEO investment goes hand in hand with the old wise tale that SEO is magic. Unfortunately, SEO agencies can't wave a magic wand and make search visibility appear. In order to achieve higher search visibility, there is a good chance some changes will need to occur on your Web site. It could be one or more of the following, depending on how well optimized your Web site is when the SEO agency begins: adding page specific meta-tags, optimizing content, adding content, navigational revisions, or complete architecture change. Your SEO firm will tell you what needs to be done, however unless the changes are made, do not demand results.
Attempt SEO on Your Own
Search engine optimization information is on the web everywhere. The trick is knowing what information is correct and up to date. There used to be a time where you could spam your meta-tags, join link farms, set up a hundred domains, etc. and achieve high search positions. However, that is not the case anymore. Some of the outdated SEO tactics, such as hidden content, can end up penalizing your Web site.
Before you attempt to make optimization changes on your Web site, check in with your Search Marketing agency. They will be able to guide you on whether or not to utilize this tactic and if so, help you implement correctly.
SEO is Web Development, Not Marketing
The other most common mistake that can be detrimental to your online search visibility is the mindset that SEO is a behind the scenes and a technical Web development issue. Search engine optimization is much more than adding meta-tags and putting some keywords into content. Those days are long gone. Yes, technical areas of the Web site may need adjusting, however search marketing strategies need to be intertwined within your entire marketing program. Marketing efforts offline need to be coordinated with your online efforts. The more search engine marketing is included within the companies overall Marketing plan, the more successful you will be.
So, next time you want to make some changes to your Web site or are discussing your new Marketing budget / plans, remember to connect with your search marketing agency. You don't want your competitors to take over because of a simple step you could have avoided.
Labels: Organic SEO
One part of that search marketing package is your Social Media involvement. Social media is changing the way marketing is done. The days of push marketing are coming to an end. Marketing both offline and online are taking a new approach. Relationships are the key to success. Building relationships with your target audience in turn markets your product / service.
The social aspect of the Internet is becoming more and more obvious. Recently, Google has unveiled the Social Search feature, which allows users to find pertinent content from their social circles. Google finds relevant content from a user's friends and displays it under the other search results. The Internet is becoming more and more personalized. Does your current marketing plan account for these changes?
It's not all about simply putting a page on Facebook or tweeting once in awhile. You need to allocate the resources to successfully build a following on the various social media channels. Communicate with and provide the information your market is looking for. Market without Marketing. Provide the information your market wants and let them spread the word for you! By participating in social media correctly, your online visibility and search results will grow as well.
Times are changing, and search engine marketing is proving to be an important piece of the large marketing puzzle. Discuss your entire marketing vision with your search engine marketing firm, and make sure that your online marketing efforts reflect your entire marketing campaign. Look at the big picture, and your marketing efforts will be rewarded.
Labels: Organic SEO, Social Marketing
Google can guide your decision with useful information on how to select an SEO agency. Click on this link for Google's advice for Search Engine Optimization (SEO).
I could not agree more with Google advice. Here are excerpts:
Many SEOs and other agencies and consultants provide useful services for website owners, including:
• Review of your site content or structure
• Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript
• Content development
• Management of online business development campaigns
• Keyword research
• SEO training
• Expertise in specific markets and geographies
If you're thinking about hiring an SEO, the earlier the better. A great time to hire is when you're considering a site redesign, or planning to launch a new site. That way, you and your SEO can ensure that your site is designed to be search engine-friendly from the bottom up. However, a good SEO can also help improve an existing site.
Some useful questions to ask an SEO include:
• Can you show me examples of your previous work and share some success stories?
• Do you follow the Google Webmaster Guidelines?
• Do you offer any online marketing services or advice to complement your organic search business?
• What kind of results do you expect to see, and in what timeframe? How do you measure your success?
• What's your experience in my industry?
• What's your experience in my country/city?
• What's your experience developing international sites?
• What are your most important SEO techniques?
• How long have you been in business?
• How can I expect to communicate with you? Will you share with me all the changes you make to my site, and provide detailed information about your recommendations and the reasoning behind them?
While SEOs can provide clients with valuable services, some unethical SEOs have given the industry a black eye through their overly aggressive marketing efforts and their attempts to manipulate search engine results in unfair ways. Practices that violate our guidelines may result in a negative adjustment of your site's presence in Google, or even the removal of your site from our index. Here are some things to consider:
• Be wary of SEO firms and web consultants or agencies that send you email out of the blue.
• No one can guarantee a #1 ranking on Google.
Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google. There is no priority submit for Google.
• Be careful if a company is secretive or won't clearly explain what they intend to do.
• You should never have to link to an SEO.
• Be sure to understand where the money goes.
While Google never sells better ranking in our search results, several other search engines combine pay-per-click or pay-for-inclusion results with their regular web search results. Some SEOs will promise to rank you highly in search engines, but place you in the advertising section rather than in the search results. A few SEOs will even change their bid prices in real time to create the illusion that they "control" other search engines and can place themselves in the slot of their choice. This scam doesn't work with Google because our advertising is clearly labeled and separated from our search results, but be sure to ask any SEO you're considering which fees go toward permanent inclusion and which apply toward temporary advertising.
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I hope this sound advice from Google helps you select an effective Search Engine Optimization agency for your business.
Labels: Organic SEO, SEM Back to Basics
As the Web develops there have been noticeable changes in how Search Engine results are displayed. Google has added more and more categories of search results, pushing the ever important organic search positions all over the page. Organic search positions are still important. Appearing as the first organic position for a search is still valuable for brands. Though still important, organic search results are being pushed around on the search engines.
It is important to see how the landscape of Search Engine Results has changed. You may hold a number 3 search position for an important keyword, which used to mean great exposure, but what does that really mean anymore? Here is a screen shot from Google, with the different search results labeled.
These aren't the only listings that can pop up and interfere with organic search positions. Google also inputs Google Local listings both at the top of the page, or sometimes within the organic results. Google has also been including real time news results, streaming information from other news sources and Twitter. Examples of these services can be seen below.
As you can see, the first organic search listing doesn't fully appear "above the fold" in this case. So what are these new sections of results, and how can you make the most of these sections for your Web site?
- Extended Sponsored Product Listings - These listings are new on Google. They are an extended sponsored listing, companies pay to appear in this section, as in normal PPC advertising listings, but have the opportunity to add information, including photos, individual product listings and more detailed information.
- Sponsored Listings - These are ads that have been purchased by companies. These are not new, and they are straightforward. For more information on PPC advertising, please read our PPC Blog posts. You can also receive a free PPC analysis from E-Power Marketing for more information on how to better utilize your PPC advertising budgets.
- News Stories - Google's News service gathers news headlines from around the world and has created a search engine of many of the world's news sources. At times, they produce links to news stories related to searched key phrases, as can be seen in the above image. Companies are able to submit their Blogs or news feeds to this service to be reviewed by Google.
- Shopping Listings - Google has developed the Google Merchant Center. Companies are able to submit their products through this service, and Google offers these results in the Shopping Listing section of Search Engine Results. For more search visibility within these listings, optimized product descriptions should be submitted to Google through the Merchant Center.
- Local Listings - Google offers a local service that lets users find local businesses, view maps and get driving directions to those locations through Google Maps. The Google Local Business Center allows businesses to create a free business listing where you can update your business' information regularly. When searches are made, Google can include Local Listings at the top of search results, or within the organic listings.
- Video Listings - Google can add video listings to search engine results as well. These videos are relevant to the search, and are pulled from top online video hosting providers, such as YouTube and Vimeo, as well as from top news sources such as ABC and CNN.
Google isn't the only search engine to diversify their listings. Below, you can see how Yahoo and Bing are also offering more diversity in their search results.
Search Engines are changing the way they present information to Internet users. There are more opportunities than ever to gain exposure and search visibility on the first pages of search engines. As things are changing, it is important for Web site owners to understand how things are changing, and what they can do to adapt.
Labels: Organic SEO
When was the last time you, your SEM team, or your "SEO-Friendly" Web developer did the following things? Chances are, its been awhile. These are 10 tasks that should be on your radar at all times, and done regularly to improve your Web site's functionality and search visibility.
- Check the load speed of each page on your Web site. When a page takes longer than 10 seconds to load, you've got some issues. Google Webmaster Tools has added a Page Speed section to their program. Login to your account and check out how your Web site is loading.
- Check your site for broken links. Broken links can wreak havoc on a Web site. Use a tool like Xenu to discover any broken links on your Web site, and fix them immediately.
- Analyze your Google Webmaster Tools account. Checking your account regularly will ensure you're getting the most from this tool. Google Webmaster Tools and the data it provides can aid in improving your Web site, but only if you look at the information regularly.
- Examine your Sitemap. As your Web site changes, your Sitemap page needs to change as well. Keep your Sitemap up to date with the most current listing of your Web pages. Don't forget about your XML Sitemap either!
- Edit your Web site's content or Meta Tags. Continually refreshing the content on your Web site will make a difference. Stagnant content won't do you any good on search engines. From Title tags to Meta Descriptions, is your Meta Data still accurately describing each of your Web pages? Does each page have specific Meta Data? Are you within the Search Engine's character recommendations or guidelines?
- Do you learn anything from your Google Analytics account? You can improve your Web site's productivity and functionality by utilizing your Google Analytics account properly. Not sure how to accurately interpret or utilize the data? Ask for help! It's that important.
- Make sure your contact information is correct and up to date. Employees come and go, offices move, phone numbers change. Double check that your contact information is accurately presented (and easy to find) on your Web site!
- Do keyword research to make sure you're still targeting the most appropriate and searched words on your Web site. People's search habits change, make sure you're using the correct keywords in your content!
- Claim, update, or create your Local Search Marketing listing. Not only will you be creating quality links to your Web site, you'll also be making your brand more accessible to people in your area. You should also verify your information on the major search engines' local search tools. Local search is becoming more and more important as the Mobile Web takes off.
- Do you really understand your Search Engine Marketing report? You should understand your SEM campaign, and where your budget is going. If you have questions about how your money is being spent, ask your SEM team.
Labels: Organic SEO
The Web has changed buyer behavior. Before the Web, marketers primarily pushed their sales message to buyers. Now you need to pull your audience to your Web site and close the deal.
This change in buyer behavior requires that your Web site thoroughly explains your products and services. You need to make your site's content stronger than your competition. Buyers using the Web may want to learn as much about you as possible before they contact you. Inform and educate your target audience to establish yourself as the expert. Summarize the topic of each Web page in the headline and first paragraph for those who want only top line information. Use keywords in your content to tell your audience and the search engines what your Web pages are about.
In-depth information gives your audience reasons to stay longer on your Web site. Google determines search position relevancy by measuring whether someone who clicks a search result stays on the search result or returns and clicks on another search result. In other words, Google measures the "voting" behavior of its audience ? the searchers. By providing thorough and informative information, you will enjoy much better search visibility on Google, as well as stronger response from potential buyers.
Now that you have your audience on your Web site, you need to convert them into buyers. Are you asking your visitors to take an action? How easy is it for a visitor to buy or contact you from your Web site? How easy is it to find your products to buy or to contact you? Test the process yourself. Think about what you can do to make it easier.
Take these steps and you will enjoy stronger online sales. Do these well, and you will beat your competitors.
Labels: Organic SEO, SEM Back to Basics
Many people still believe that Search Engine Optimization is magic. They hire an SEO company and immediately expect to be on the first page of Google. There is much work and time involved before results appear. Successful Search Engine Optimization requires client involvement, changes to your Web site, and time for the efforts to gain traction of the search engines.
2) Thinking success happens overnight.
SEO is a long term process. Results typically will start showing after 2 months, but the full benefit will not show its face until after 6 months and will continue to improve from that point on.
3) Building a Web site using non-search friendly technology.
Search engines have come a long way in understanding technology such as Flash, JavaScript and dynamic Web sites. However, a site using JavaScript navigation, user or session IDs, or developed all in Flash will not perform well on the search engines. Keep it simple!
4) Sacrificing content.
The old saying "Content is King" remains truer than ever. "Brochureware" does not generate search visibility. A Web site rich in valuable and informative content not only will satisfy the search engines, but your visitors as well. If they came to find detailed information about you, your Web site better deliver.
5) Believing once the Web site is launched, all work is done.
As said before, search engine optimization is a long-term process. If you build it, they will not necessarily come. You must continually add content, fine-tune search optimization, and maintain online marketing initiatives to remain successful and stay ahead of the competition.
6) Not utilizing and analyzing traffic data.
More often than you'd think, companies are not using their Web site traffic data to improve online search visibility. Traffic data will tell you where visitors are leaving your Web site from, how they are getting there, and so much more. Use this information and fine-tune your Web site and search optimization accordingly.
7) Not utilizing free tools such as Google Webmaster Tools, Bing Webmaster Center, and Yahoo Site Explorer.
Google Webmaster Tools can not only provide you insight into problems Google may be having with your Web site, but also valuable link and search visibility information. Bing and Yahoo offer similar services, so you can see how search engines are responding to your Web site.
8) Continually building new Web sites without consulting your Search Marketer.
More often than not, companies that aren't doing well on the search engines will make the biggest mistake of building another Web site and not discuss the consequences if not handled properly with their search marketing firm. Launching a new Web site without taking the necessary precautions for the search engines can set you back even further from the competition.
9) Choosing a Content Management System (CMS) that does not allow for the SEO basics.
A CMS that doesn't allow for optimizing page specific title tags or a CMS that uses inheritance in a manner that hinders proper SEO will be detrimental to search visibility. You have to have the foundation set before building the house. Basics such as page specific title tags, simple navigation, and content are the most important building blocks for a successful SEO program. If the Content Management System you are considering doesn't offer you the ability to perform the basics, look at another option. Here are SEO considerations when selecting a Content Management System (CMS).
10) Assuming that matching what the competition is doing will raise you above them.
To beat competitors who are established on search engines, you need to go beyond what they have done and deliver a stronger, better search optimized Web site with an active Social Media Marketing program promoting the site. Web sites with search positions tend to keep those search positions. To take those search positions, you need to EARN them by doing a better job providing information to your audience.
Labels: Organic SEO
Within the new section you will find stats on how fast your Web site loads compared to other Web sites, example pages and their load times, and speed suggestions for pages on your site. You also have the option to install the Page Speed browser add-on which evaluates the performance of your pages and provides suggestions on how to improve them.
Below are screen shots from the new Site Performance section of Google Webmaster Tools for E-Power's Web site.
Labels: Organic SEO
Google Engineer Adam Lasnik explained the value of content for Google search visibility well:
"People underestimate the huge importance of having creative and compelling content. People need a reason to go to your site."
"Sell widgets? Post thoughtful, helpful comments on blogs that talk about the care of widgets, traveling to see widgets, widget troubleshooting, etc. Be a part of the online community.
"If you don't make an effort to engage others or -- worse -- simply put up a flashy (or contrastingly boring-as-heck) Web site that's an island unto itself, why SHOULD others care, much less visit?"
In other words, you need strong content to earn Google search positions. You have to give your audience reasons to visit, explore the site, then return to it. A Web site that is nothing more than a brochure in an electronic format will not earn search visibility. You need to give visitors thorough information about your business.
Then go beyond that.
Educate your audience about your industry to establish yourself as the expert. Give them reason to come back by adding new informative content on an ongoing basis.
You need to ask yourself:
- Why should someone visit your Web site?
- Do you show and say what makes you special?
- Do you benefit the visitor beyond pitching them for a sale?
- Do you demonstrate that you are an expert?
- Do you engage the visitor?
In the content, you need to use the keywords that you want to be found on search engines. Those keywords need to be relevant to that Web page's content. But don't overuse keywords. Use the keywords naturally in the page title, headline, body copy and links that point to that page.
Strong content attracts links that search engines reward with better search positions. Using strong content is the most effective linking strategy. Build quality links naturally is hard and takes time. But it will result in long-term solid search visibility.
Labels: Organic SEO, SEM Back to Basics
A recent study published by Scarborough Research illustrates the importance of Working Moms and your online marketing campaign. The study utilized more than 220,000 adults nationwide and defined the term "Working Mom" as ?Women who are employed full-time and have one or more children in the household?. The study was done to establish an understanding of the Working Mom's lifestyles, including demographics, shopping habits and media behaviors.
According to the Scarborough study, there are approximately 21.6 million Working Moms in the United States. They account for roughly 9% of the adult U.S. population, and 18% of all the women in the country. 43% of women in the United States fall into the "Working Mom" category. This is a huge group of consumers, have you been focusing on earning their business online?
Who are we looking at when we discuss Working Moms? This group is largely made up of women in their 30's and early 40's, with a 4-year college degree or higher, and making, on average $81,900 per year. From the necessities of food and clothes to life's little luxuries and beyond, Working Moms are responsible for providing for their families. The Scarborough research delves into how Working Moms shop for food, clothing and technology and gives key insights into how this group takes care of their homes.( "QUICK FACT: Moms spent $3,334 on home improvements during the past year.") From how much they're spending, to which stores they're spending their money at, this research gives a great look into the mind of the Working Mom.
Working Moms carry a lot of the responsibility of shopping and providing for their families, but they also take some time to focus on themselves as well. With an exhausting lifestyle that includes a full time job, raising children, taking care of the home and more, one may assume that a day off would mean a day of rest, but that's not the case according to the Scarborough research. Many Working Moms prefer to be active when it comes to their free time. From Day Spas to Health Clubs, this is most definitely a very active group of Women.
You may have long suspected that the Working Mom is an important audience to target with your marketing. Now that you know a little more about then, let's look at how they spend their time online:
- Top Categories Working Moms use online:
- Coupon Sites
- Local Event Listings
- Online Yellow Pages
- Employment Search Web sites
- Bill Payment Sites
- Music Sites
- Real Estate Sites
- Top Categories Working Moms purchase online:
- Toys and Games
- Movie Tickets
- Health and Beauty Items
- Clothing
- Accessories
- Pet Supplies
- Groceries and Food
- Flowers
- Office Supplies
So, what does this mean for you and your business? Thanks to the Scarborough research, you now know that there is an audience of almost 22 million customers out there, with higher than average incomes, control over family and personal spending with the ability to influence the preferences of their children and spouses. That sounds like a pretty important target audience to me. You know how they are spending their time and money online, so how do you market your brand on those sites?
What can you offer the Working Mom that could improve the quality of life for her and her family? How can you market yourself as a solution to her busy lifestyle? Can you save her money or time? Do you offer a product or service that can improve the health of her family? What are you doing to promote your company through the mobile channels the Working Mom most often uses?
There are a lot of options for targeting the Working Mom online. From Social Media Marketing on active blogs and social networks, to offering discounts on popular Coupon Web sites, you have options. Have you checked your listings on the online yellow pages recently? You may need to update your information. Advertise your job openings on the important area Employment Web sites, you may find your next great employee, or at least get your brand name out there where the Working Mom is spending her time online.
Come up with new ways to reach this large demographic, and you'll be reaching an important and sometimes undervalued group of spenders. Utilize the Working Moms in your company to come up with creative ways to market your brand. Turn your attention to the online habits of these women, and you'll know how to better spend your marketing budget. Don't wait, as the school year gets underway, and the holidays are rapidly approaching, now is a great time to focus on turning Working Moms into customers.
Labels: Link Building, Organic SEO, Social Marketing
The power of research is endless when it comes to search engine marketing. Not only can you see what your competitors are doing, but what gaps your business may be missing as well. There are countless free tools available that provide you with data within seconds. From search positions to traffic to conversations on Social Media Web sites, the info is all there. The question is, how your business will use this information?
Here are 5 of my favorite free online research tools:
http://www.spyfu.com/
Spyfu allows you to lookup a domain and view both organic and pay per click details. Organic keywords and rankings, keywords being targeted on Google AdWords, estimated spending on Google AdWords as well as organic and PPC competitors. Spyfu is free, however if you subscribe (paid) you can view a larger set of key phrases and stats than the free version.
http://www.twazzup.com/
Are you on Twitter? Are your competitors on Twitter? Whether you are or not, you should research and see if your company and products are being discussed on Twitter. If they are, then you should start building a presence on Twitter and take advantage of the direct line of communication you can create with your customers. If your audience isn't there yet, chances are they will be sooner than later. Twazzup is a free tool monitoring conversations on Twitter. Type a phrase or domain in and see the latest activity surrounding that topic or URL.
http://www.whostalkin.com/
Social Media is exploding, so stay tuned in to what others are discussing in regards to your industry, business and competitors. Whostalkin allows you to enter a key phrase or URL and search various News sources, Photo Web sites, Videos, Forums and more from one interface. The biggest mistake a company can make is not monitoring what is being said and taking advantage of creating relationships with customers and potential customers.
http://www.compete.com
Compete will provide you with general traffic estimates for Web sites. They are not 100% accurate however the overall trends typically are. So the next time you get a weird link request for some new directory, go check it out on Compete and really see if it's as great as they say it is. Compete is free. Create a free account and you are able to use a few more features than without the account.
http://www.google.com/alerts
Google Alerts allows you to get alerts when Google discovers news, links, or content around your chosen key phrases or domains. You have the ability to have alerts delivered through email (daily, weekly or as it happens) or a RSS Feed. Set up Google Alerts for your domain to track new links as well as your competitors. You also should create alerts on your most important key phrases as well as other industry terms to monitor the buzz of the industry.
Labels: Organic SEO, PPC Advertising, SEM Back to Basics, Social Marketing
Autumn is here and as the days are growing shorter, and temperatures are dropping, it's time to say good bye to summer for another year. As much as I'll miss the heat and sun, fall is my favorite season. The colors of the leaves, the crisp fall air, it's hard to ignore all the changes going on outside. As the seasons change, why not take a minute and look over your Web site to see what changes you can make this season?
How long has it been since you read through the content on your Web site? Too often, content is outdated, making your Web site look unprofessional. Check the dates in your content. Make sure you reference current information. Review your company information for changes in personnel and contact information. Make sure everything on your Web site is up to date and relevant. While you're checking for outdated information, keep an eye out for misspellings as well.
Nothing dates a Web site like old images. Stock photo services are easy to use and relatively inexpensive, but can give your Web site a fresh new look in no time. Don't forget about the Alt IMG tags. The Alt IMG tag allows you to input alternative text if the image is not available to users, and to describe the image to search engines. Use an optimized Alt Image tag with relevant keywords for the most benefit.
Why not develop some new content for your Web site this month? Create an informative, resourceful page that will educate your audience, and help to establish you as an industry leader. Contact your Search Engine Marketing firm for great recommendations on what kind of content will work best for your Web site. No Search Marketing firm? Check out the E-Power Marketing's Linkbait article for some more general suggestions.
The search engines reward Web sites that consistently revise or add to the content on their Web site. Blogs are an important tool for increasing search visibility when well written, optimized posts are added regularly. Have you looked at your Blog recently? How often do you post to it? Publishing at least one new post every week is a great goal to shoot for. Already posting once a week? Why not try to do more. The more optimized content you publish, the better your chances are of getting top positions for the keywords that matter to you.
There is never a bad time to update your online presence. Turn a critical eye to your Web site, and figure out what you changes you can make before the snow starts to fly. Whether you have a few minutes or a few hours, you can easily make updates to your Web site that may make a big difference to your potential customers.
Labels: Organic SEO
Search engine spiders are blind when it comes to images and graphics - they can only see text. When a spider crawls your site, it's indexing it based upon the pages' text and not the hi-def photos that give it the visual appeal. This is why SEO gurus say "content is king." A page that has little to no text, but stunning images that may be relevant to a search, is not going to seen by the robots, which means it wont be seen in the search results.
It's not to say that images are bad. They can actually be made to work to your advantage. The simplest way to enhance your site's search visibility with images is to add an Alt IMG Tag. The Alt IMG Tag is placed within the HTML code as a description for an image or graphic. This is the text that appears when you run your mouse over a photo.
Much the same for search engine robots, Alt IMG attributes identify and describe images for the visually impaired through text-to-voice software. By not using Alt IMG attributes you could be missing out on making conversions with qualified customers because the pages are not completely described and seem to be irrelevant to their search.
Search engines index Alt IMG Tags. So they can contribute to the relevancy of a page by providing search engine spiders with additional information. But don't spam Alt Tags by stuffing them with keywords. Accurately and naturally describe the image using relevant keywords. Keep this in mind the next time you're reviewing or designing your Web site.
Labels: Organic SEO
What if you have a search-friendly Web site and strong content, yet search visibility is still elusive?
Then you need to remember that SEO is not a commodity. SEO is not something that works right out of the box. It's a process, not a product. That means multiple steps need to be taken while progress is made over time.
From my perspective, the vast majority of companies and individuals who claim they can do SEO cannot do it effectively. That is because they either use some form of automated out of the box system or are not expert at the process.
Let me tell you a story.
Recently E-Power Marketing lost a client whom we have supported for the last two years.
E-Power Marketing established first-page Google search positions for the client's most frequently searched and relevant phrases. This took some doing as the market is quite competitive. Traffic and sales were excellent.
In February the client informed us that it was going to launch a new Web site in four days. The client did not tell us it had a site in development. Had we been involved in the development process, E-Power probably could have prevented the disaster.
The new site had critical search-friendliness problems. It did not include the quality content that we used to establish the top search positions on the old site. The Web developer claimed the search-friendliness issues could not be fixed and the content could not be added.
The new site launched, despite our warnings. Search positions and traffic soon dropped. Three months later, the client terminated us and the Web developer.
The client hired a new Web developer who claimed SEO expertise. The developer promptly fixed the search-friendliness issues and attempted to follow our content recommendations. However the developer poorly implemented the content for SEO. Consequently search positions and traffic dropped even further.
By choosing the second Web developer to do the SEO, the client lost more money in sales than had they paid E-Power Marketing to regain the lost search visibility.
Don't forget that SEO is not a commodity. Thoroughly educate yourself about SEO when you are seeking to hire a partner so you can judge whether whom you are considering can get the job done. Those who do not implement SEO every day are easy to eliminate from consideration.
Foremost, successful search engine optimization requires a partnership between you and your agency.
Also see:
What's good for Humans is good for Google
Why Different Types of Search Engine Optimization Do Not Work"
"Gaming" Search Engines to Win Ranking assures You Lose
Free SEO Information is Inadequate and Often Wrong
Why Your Web Developer Should Not Implement Your SEO
Labels: Organic SEO
As a quick demonstration of why it's crucial to make the effort to identify word variants, take a company that sells its products exclusively in the U.S. The company has a team of proactive online marketers who have created, maintained and updated a list of targeted keywords which have generated great search results.
The business now wants to expand across the pond into the U.K. They know the demand for their products is there, but after some time search results have not gained a foothold. Why the difference? Both are English-speaking countries so the language barrier shouldn't be an issue. The problem: chosen keywords may not be search-friendly because of a difference in spelling or use.
Here are some simple examples. In America cars have four tires, but in Britain they run on tyres. When you want to see a movie in the states you go the theater. In London, you would visit a theatre. Does this product come in many different colors or colours?
Although miniscule in the grand scheme of things, these varying spellings can have a debilitating effect on search results generated from one location to another. This is where thorough research and professional copywriting come together for SEO. When researching keywords there will be different search frequencies for variations of one word, and these alternatives should not be overlooked because keywords are not always appropriate for all markets.
Maintaining awareness of how your customers use targeted phrases in all locations is important when drafting new copy for your pages. By putting yourself in your customers' shoes and finding the correct spellings and uses for target phrases, you're practicing top SEO behavior/behaviour.
Labels: Organic SEO
With over 30% using their mobile web more than television, over 40% using it more than their radio, and almost 60% using it more than newspapers, it's easy to see how important it is to be marketing online.
The original study from MediaPost states that a total of 7,302 iPhone users were surveyed for this report, with all results tested for statistically significant differences at the 95% confidence level. There are definitely more that 7,302 people out there logging onto the internet from their iPhones, and the iPhone is definitely not the only tool capable of accessing the mobile web. There is a large audience out there utilizing the Internet from their phones, and they are choosing it over other forms of information sources.
While this is certainly important for television and radio stations, newspapers and magazines, it's also pretty important stuff for any business. You can't rely solely on the more traditional forms of advertising anymore. They're just not keeping up with the Internet. What are you doing to remain competitive? What forms of marketing are you depending on? Are you going to be found online, or are you just going to sit back and fade away?
Labels: Organic SEO
> "The $700 I invested may not seem like much to some people, but as a single mom, it makes me sick thinking about how many groceries I could have purchased with that and new school shoes. When I signed up for LAL I made sacrifices to do so because I wanted to improve my kids' lives and better our family financial future. Instead, I made things worse.
> "There have been times over the last few months that I have not wanted to go on. The stress from having my hopes dashed and the disappointment I feel from letting my children down is more than I can take. I see the big corporate people at LAL talking about how successful it is without actually backing it up. It makes me sick."
The LocalAdLink scam makes me sick.
Kira_la, I wish you the best of luck finding new ways to support your family. Your energy and enthusiasm will pay off with a company that provides a legitimate product or service. Unfortunately, LocalAdLink does neither.
Fortunately, LocalAdLink's false advertising is catching up with it. The LocalAdLink scam is in the process of collapsing.
See:
Another One Bites The Dust
http://messages.finance.yahoo.com/Stocks_(A_to_Z)/Stocks_B/threadview?m=tm&bn=93151&tid=645&mid=645&tof=1&frt=2
> "This will be the last email from this member site and the site will be shut down effective immediately.
> The reason for this decision is based on the following observations that are ProAdLink's opinion.
> 1. Checks are nearly a month behind AGAIN with some top producers reporting being owed as much as $10,000 or more in commissions.
> 2. No real live customer or rep support via telephone. Reports from the field are not good with regards to the new CRM. They still produce canned replies and nothing gets handled in a timely manner as promised.
> 3. Most important, the ads themselves are not giving a real, tangible return on investment to the endline user. The "geo targeting" is not accurate (ads pulled via an IP address 90 miles away is not local).
> The above three bullets are ProAdLink's opinion and you are free to decide whether or not you agree. But ProAdLink will no longer endorse LocalAdLink until these matters are resolved.
> Checks must go out on time and not bounce.
> Customers and Brand Builders must be able to pick up the phone and resolve issues with a support rep.
> You must be able to sell an ad to any small business in any town in the country and be able to show the business owner how he has benefited from that ad. The benefit would be real local people coming into his establishment from finding the ad online.
Apparently ProAdLink was one of the largest sellers of LocalAdLink. That they no longer endorse or will work with LocalAdLink is quite revealing about how LocalAdLink takes the money and returns nothing.
ProAdLink's Web sites have been taken offline:
www.proadlinkteam.com
www.training.proadlink.info
Also see:
LocalAdLink reps optimize for "LocalAdLink scam"
LocalAdLink is for the Greedy to Take from the Gullible
Search Marketing Scams to Avoid
LocalAdLink traffic dropped 1/3rd in June
Bye-bye, LocalAdLink. Do your executives have enough money left for attorneys?
Labels: Organic SEO, PPC Advertising, SEM Back to Basics
I felt an obligation to warn people that this service would not deliver the traffic it claims, making it expensive with little return. Most know how marketing on the Web is important, but few understand how it works. This makes too many business owners gullible to sales reps promising results, especially if the reps are their friend, family or search marketer.
LocalAdLink's MLM get rich scheme energized greed in tens of thousands of people. Even search marketers who should have analyzed LocalAdLink traffic and seen that the claims are malarkey pushed this product.
I really question the competency of search marketers who offer LocalAdLink. Either they do not understand how search engines operate, or they are greedy. Either way their clients who bought LocalAdLink should fire their search marketer.
To search marketers pushing LocalAdLink, why are you selling this? Why do you think LocalAdLink is ethical search engine marketing? If you claim it is generating traffic, please provide data.
See more recent Blog posts:
LocalAdLink reps optimize for "LocalAdLink scam"
LocalAdLink Scam is Collapsing
LocalAdLink traffic dropped 1/3rd in June
Labels: Organic SEO, PPC Advertising, SEM Back to Basics
After a week in Seattle for the SMX Advanced Search Engine Marketing Conference, not only did I come back with a lot of great tips and confirmation, I got to thinking about different strategies, avenues, etc and came to discover the two secret ingredients for Search Marketing success - Commitment and Engagement.
Engagement
"Social media has overtaken email as the most popular consumer activity according to a recent Nielsen study. Importantly, consumer growth is coming from an older demographic than social media's historical base; for example, Facebook's strongest growth is coming from 35-49 year olds adding twice as many 50-64 year olds as opposed to those under 18. (Nielson "Global Faces & Networked Places," March 9, 2009; MediaPost Blogs Research Brief, "Social Networking Is No Respecter of Age," March 18, 2009.)"
Source: iab. Social Advertising Best Practices, Released May 2009.
As a business you need to engage your customers from the start. You may not be on Twitter, but I can almost guarantee your customers are. You may not like Facebook, but the market does. Your market is all over the web, whether it's Facebook, Twitter, Blogging, or YouTube. Research your competitors, I bet some of them are already ahead of the game. Your competitors could be attracting customers that otherwise would have came to you.
Not only do you need to engage your customers on Social Media avenues, but also on your web site. Incorporate interactive features on your web site. Add a blog, videos, a photo gallery, polls and questionnaires, news, etc. Provide visitors a reason to be engaged on your web site. By keeping visitors engaged on your web site not only do you keep them onsite longer, but they usually come back again for more.
Commitment
In order to achieve engagement with your customers you must also provide a great deal of commitment. Being engaged on various Social Media avenues and to your web site requires a considerable amount of time and expertise. Your business must be committed to providing the resources necessary in order for your Search Marketing program to thrive.
Sure, anyone can "tweet", but can they "tweet" effectively in reaching your business objectives and goals. Can they be active on Twitter making your tweets a resourceful avenue? Someone can quickly throw up a Facebook Business Page, but can they turn it into an interactive hub for customers to ask questions and discuss your products or services?
If your business is not completely committed to search marketing efforts, the program will not reach its full potential. Your business needs to be committed to designing a search friendly web site, continually adding content and growing the web site, being active on various Social Media networks and opening up the direct line of communication with customers. If top management isn't on board your success on the web will be limited.
An integrated Search Marketing program including Organic Search Engine Optimization, Pay per Click Advertising and Social Media Marketing along with an engaged and committed core on behalf of the business equals the potential for long lasting success on the web.
Labels: Organic SEO, PPC Advertising, Social Marketing
Press releases have long been used to distribute news to media outlets. As technology and businesses have evolved, so has the role of the press release. With the increased popularity of online media, it is important to understand that Search Engines use press releases differently than traditional media outlets do. How do you go about creating a press release that is worth your time and money?
- Research your keywords and include them in all aspects of your press release, from headlines and body to links and beyond.
- Write short, descriptive headlines with your keywords included. Keep headlines to 80 characters or less.
- Keep your press release manageable; make sure the body content length is under control. Writing to the 300-500 words range is a good boundary. Writing press releases that are too long may discourage Web sites from picking it up.
- Think like a journalist; write newsworthy press releases that are clear and concise. Don't muddy up your release with fancy writing or unnecessary information. When you have important information to distribute, do so in an organized, straight to the point manner.
- Don't use fancy formatting. Focus on your message points rather than bullet points. Some of the Web pages that will be picking your press releases up won't bother with your formatting. Keep it simple, and focus on your news rather than the release's appearance.
- Use anchor text links. Linking with anchor text tells search engines what your link is about. If you can write a Web page's page title into your anchor text, all the better.
- Include your company logo in your press release, but don't use other multimedia. Many Web sites that will be picking your press release up won't support the multimedia you include. Instead, link to the Web pages within your Web
site where the multimedia is available. - Don't repeat links to the same Web page. The thought that one is good, more is better doesn't apply here. In fact, adding multiple links to the same Web page within a single press release can actually dilute the importance search engine's place on each link.
- Add links to interior pages of your Web site when possible. Most of the links on the Internet point to your Home page, why not link to another page on your Web site and share the link building wealth?
- Use your Web site. Add your press releases to your own Web site. Create a press Room or News Area with an RSS feed so both customers and media can stay on top of your company news. Write a blog article summarizing and linking to the press release.
- Focus on quality news stories. The Internet is saturated with press releases, many of which aren't truly that newsworthy. Why spend money distributing a press
release that isn't truly newsworthy? - Utilize Social Media Marketing as an alternative to press releases. The relationships you build online through Social Media Networks can be as valuable as press release distribution.
- Create more content. Not all the information is important enough to be turned into a press release. Consider the newsworthiness of your information, and consider turning it into a blog post or informational Web page instead. Press releases are amazing tools, but with the oversaturation of the press release market, the same content can be used elsewhere on your own Web site just as easily, and more effectively.
- Understand what press releases can do for your company. They may drive traffic, but more than likely they are being distributed for links. Press releases don't always create long term links either. In a study done by Hubspot, press release links decreased by 43% in 3 months, but that doesn't mean they aren't worthwhile. Links don't necessarily mean traffic for your Web site, but they can go far in increasing your page's ranking and in turn, increase your search engine visibility.
Labels: Link Building, Organic SEO
Many self-proclaimed search engine optimizers believe the way to win search positions is by stuffing keywords in meta-tags and hidden content. Many buyers of search engine optimization believe meta-tag keyword stuffing IS search engine optimization. The problem is these techniques do not work.
This week I was asked to review a Web site's search optimization. I found hidden keyword links set up in place of quality search optimization. There were three levels of programming used to hide the content on this particular Web site.
1) DIV tags set up to hide content
2) Comments tags
3) White font on white background
Hidden content to win search visibility was effective in the mid-1990s, but stopped working by 1999 with search engines' automated detection of these techniques. Some search engines such as AltaVista actually banned sites using unethical techniques such as these.
Yahoo may still ban sites practicing such "gaming" techniques, as Yahoo does not include the site I reviewed last week in its search index. The site is indexed by Google. But the only search position is for the site's unique name. MSN indexes the site but gives it zero search visibility as the site does not appear even for searches of its name.
The hidden SEO on this Web site is the work of a Web developer who touts its search engine optimization expertise. Where did these faux search optimizers learn these ancient techniques? What made them think these outdated tricks work?
When you are seeking search engine optimization experts, make sure the people you are considering are transparent about the techniques they will use. If they tell you they win search visibility through strong visible content and linking, then continue considering them. If their SEO focuses on stuffing keywords and meta keywords, cut your losses and look elsewhere.
Successful search engine optimization today needs to go beyond the use of keywords. SEO requires content that enriches the user experience. "Gaming" tricks do not do that.
Labels: Organic SEO, SEM Back to Basics
LocalAdLink describes itself as "The easiest and most affordable way to advertise online." LocalAdLink claims "It comes to $49, $99 or $199 a month to be seen by millions of people a day." Those are strong claims. Are they true?
First I searched my 2,000 emails from the last 16 months from search engine newsletters and groups. Not one mention of LocalAdLink
I searched SEOmoz. There was only one mention, a comment skeptical about the service found on "The Growing Case for Flat Fee Advertising."
Search Engine Land had no mention.
Therefore, it seems to me that search marketing professionals have never heard of LocalAdLink. Or, if they have heard of it, they don't believe it warrants discussion. And with promises as lofty as "millions of visitors a day" you'd think Search Marketing professionals would have a lot to say.
Where does LocalAdLink attract million of people a day? LocalAdLink claims, "We are pro-actively pushing your listing out through our partner websites. Your listing can be seen on some at the most popular websites, search engines, and social networks in America. Some of these include Google, Yahoo, MSN, AOL, Ask.com, Earthlink, YouTube, GMAIL, About.com, Napster, PGA.com, Redbook, Hollywood.com, Monster.com, MySpace, Linkedln, Friendster, Bebo, Hi5, Orkut, MiGente and B00Mj."
My! That is impressive! I had to see what they were doing.
I tried to find LocalAdLink on Google, Yahoo, YouTube or LinkedIn. I could not find the ads.
I checked with SpyFu for clues. SpyFu claims LocalAdLink advertises with Google AdWords. The LocalAdLink ads on Google go to LocalAdLink, not the LocalAdLink advertiser's Web site.
Is LocalAdLink counting its Google ads and where Google Content Network ads display as "our partner websites?" That seems like a stretch to me. However there are search engine marketing firms who make that questionable stretch as well.
Is LocalAdLink capable of delivering "millions of people a day" to its advertisers? The evidence does not support its claim.
Compete estimates LocalAdLink had 332,256 visits in March 2009. Though Compete's numbers are ballpark estimates, 10,000 visitors a day is less traffic by a factor of 100 times. This is traffic across the nation. That means, with LocalAdLink claiming 14 million businesses, each business averages .0237 visitors a month.
Quantcast estimates monthly traffic of 123,000. Alexa ranks LocalAdLink at 19,601, a nice number but indicates traffic is nowhere near "millions of people a day"
In other words, my analysis of LocalAdRank makes me conclude that $49, $99 or $199 a month is a lot of money to spend for little to no traffic to your Web site.
As I wrote last month, "If a salesman wants you to advertise on a search engine that you have never heard of before, don't do it."
See more recent Blog posts:
LocalAdLink is for the Greedy to Take from the Gullible
LocalAdLink reps optimize for "LocalAdLink scam"
LocalAdLink Scam is Collapsing
LocalAdLink traffic dropped 1/3rd in June
Labels: Organic SEO, PPC Advertising, SEM Back to Basics
Whether for defensive branding purposes or some other reason you have multiple domains for your Web site. No problem right? Not necessarily. Unless your domains are properly set, they can hinder search visibility.
Back in 2006, Google released their patent and deep inside; it stated how Google reviews a Web site's DNS details to help eliminate spam; therefore, why you need to be concerned. The good news is that you can easily get all of your domains aligned and properly setup, eliminating your need to worry.
Implement the following steps to keep your multiple domains from becoming an arrow in your search engine marketing efforts side:
- 301 redirect all other domains to the main domain
- Align the following DNS details for all domains. (All domains must have the exact same information for the below attributes)
- Administrative Contact
- Technical Contact
- Name Servers
- Focus all of your linking efforts on the one main domain
- Focus ALL efforts online and offline around the one main domain
Labels: Organic SEO, SEM Back to Basics
Spring is in the air! Snow is melting, birds are singing, and people are gearing up to do some spring cleaning! Why not get in on the action by doing a little online spring cleaning of your own? Not sure where to start? One simple, but effective way to clean up and refresh your Web site is to work on your content!
8 Easy Ways to start the spring cleaning:- Get current - Check your content for currency. Did you remove all references to 2008? Are all of your current promotions discussed on your Web site? Have you started to offer new products or services? Businesses change, and too often Web site content is not refreshed to keep up with those changes, leaving both customers and search engines in the dark about what it is you truly offer.
- Check your links - Are all of your links functioning properly? Are there new places you can add links within your content? You know how frustrating it is to click on a Web site's link and get an error. Make sure your visitors aren't having that problem.
- Evaluate your blog - Are you on a consistent schedule with blog posts? Do you have new material to add? Become more consistent with blog posts. If you want, now is a great time to do a little redesign of your blog. Get some new graphics, add new material, and update author profiles and company information. Re-release the new and improved blog with press releases and a promotional campaign.
- Get organized - A page on your Web site should have an obvious purpose. If you have a page that tries to do too much, it will get overwhelmed and messy. Utilize headers, bolded and italicized words to show both search engines and people what the main points of ear page are. If you have tried to cram too much information onto one certain page, expand! Clear out the clutter and decide the intention of each page. Don't be afraid to create new pages, or to get rid of the mess. That's what spring cleaning is all about, right?
- Do new research - Understanding the importance of targeting the keywords your market searches is important. Jargon and terminology change. Doing research now will give you a current, up to date look at exactly what it is your customers are searching for online. Turn to your SEO firm or trusted keyword research tools like Google's Keyword Tool to get the most recent keyword research, as the number can change drastically over time.
- Get recommendations - You probably aren't an SEO specialist. Even if you understand the importance of Search Engine Optimization, and have picked up on some of the basics, there are still a lot of things that only professionals know. Many Search Marketing firms offer a free search marketing analysis to serious Web site owners looking to make improvements. Turn to the professionals for a little help with your spring cleaning; you'll probably learn a lot!
- Create something new - Now is the perfect time to add a new page or two to your Web site. Get creative and write some how-to articles, or top 10 lists. Add a customer testimonial page or a glossary. Do you have an FAQ page yet? Adding a new page will not only give your visitors a new reason to come to your page, but it will also give search engines a reason to take notice.
- Get connected - Hopefully, content has been added over the last few months. Just because it's on your Web site, does not mean it's going to be seen though. Increase the chances of visitors finding the newer content by using internal hyperlinks. Mention a product on an information page? Link it! Reference an article on your blog? Link it! Be your own best resource and cross link!
Spring is the perfect time to make sure your Web site is current and attractive to both search engines and people. Many companies looking to maximize their Web site's potential will work directly with SEO professionals. Contact your SEO specialist or find a qualified Search Marketing professional today to make sure that you're Web site is ready to do all it can for you this spring.
Labels: Organic SEO
Effective search marketing is valuable for growing business. Done well, search marketing can be the most efficient and effective form of marketing available today.
However search marketing is not well understood. This opens the door to a variety of scams. From reading my junk email and talking to search marketing sales people whom our clients direct to us, search marketing scams are more prevalent today than ever. I also fear they are bagging too many clients who have no idea that they are being taken.
So avoid these common scams:
- Unsolicited emails...
Ignore all unsolicited search marketing emails. When I check the sender's email address and contact information, they often do not match. When it is possible to check the domain of the sender's email, I usually find no Web site, a Web site "Under Construction" or a Web site with a Google PageRank of 0. These are not credible organizations. Stay away.
- Guaranteed top search position...
The only way to guarantee top search positions is to buy Pay Per Click Advertising ? Google AdWords, Yahoo Search Marketing or MSN AdCenter. If the seller claims some "proprietary method" or a "special relationship with Google," run away. These are fabrications.
There are search marketing companies that do guarantee top search positions by using PPC. Make sure they are being honest with you about that. Then check your search positions to verify that the ads you are paying for are actually displaying.
- Advertising on search engines you have never heard of...
If a salesman wants you to advertise on a search engine that you have never heard of before, don't do it.
There is one so-called "search engine" that will manufacture fake traffic to your Web site for two or three months. Then a salesman will call you. He will ask you to look at your traffic reports and point to all the traffic his "search engine" is sending to your site. He claims "Advertise with him and you will have more traffic." Tell him, "no." Then look two months later at your traffic again. You will probably see that "search engine's" traffic disappeared. Don't worry. You lost nothing.
Another "search engine" wants you to buy ads that they guarantee to place at the top of searches for the phrase you buy forever, with a yearly service charge. This "search engine" has no traffic. Save your money.
- Submitting your site to "hundreds of search engines"...
Automated submissions of Web pages to search engines have long had no impact on search visibility. Despite that fact, there are many services still offering to submit your site to not only Google, Yahoo and MSN, but "hundreds of search engines." I could never find "hundreds of search engines." Can you name even twelve?
Save your money and skip services that submit your site to search engines.
Search marketing is a reputable way to grow your business, as long you entrust the job to reputable people. Demand that your search marketer's strategies are transparent to you. Don't buy into the quick and easy strategies. Effective search marketing is neither quick nor easy. There are trustworthy professionals who have made search marketing their careers. Those are the search marketers that will get you the long-term effective results you deserve.
Labels: Organic SEO, SEM Back to Basics
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