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Marketing Lessons from Google

Dec 2, 2008   //   by FreshTraffic   //   Google, online marketing, seo  //  2 Comments

1. Under-monetize to buy mindshare. (almost every category Google is in)

2. Offer a free version to make sure everyone who may want to has a chance to experience your product and/or service. (almost every category Google is in)

3. Offer something that forces people to keep coming back to your website. Alternatively, bundle your stuff into the browser. (the Google Toolbar is huge.)

4. Invest heavily in distribution deals and public relations. Keep making small changes and talking about how important they are so you stay in the media. Maintain that your success is because superior products even while you are buying marketshare.

5. If a business model competes with your model, try to guide the conversation and get market participants to attack each other to your own benefit (this, above all other reasons, is why it is not smart for “professional” SEOs to publicly endorse outing each other…nobody wins but Google).

6. Offer free or low cost versions of cash cows of competing services to distract them and/or force change upon them. (Google Docs)

7. Even when you have a market leading position, keep investing heavily in complimentary markets to reinforce your position as the default. Become ubiquitous. Become a verb. (mobile operating system)

8. When you tap out the potential of your product or service look for ways to make it deeper is select high value verticals. (onebox, universal search, site search)

9. When you have enough leverage and a large enough lead, change the market to put yourself at the center of it. (the Omnibox in Google Chrome)

Use free tools from search engines

Dec 2, 2008   //   by FreshTraffic   //   Google, search engine  //  2 Comments

If your site hasn’t added a Google Sitemap page, consider doing so. Google and other major search engines share a common feature that allows Webmasters to tell them about each page of their sites available for crawling and how often it changes and how important it is to the site. “You’re actually producing a page to have the search engine come to you,” he says.

Another free tool especially useful for small companies with a local clientele is Google Maps, a free local business-listing service, which displays an address, hours and description, sometimes at the top of a search-results page.

“It’s hard to pay for that kind of advertising

Google’s Search Engine Optimization Guide

Nov 20, 2008   //   by FreshTraffic   //   Google, search engine optimization  //  187 Comments

Welcome to Google’s Search Engine Optimization Starter Guide. This document first began as an effort to help teams within Google, but we thought it’d be just as useful to webmasters that are new to the topic of search engine optimization and wish to improve their sites’ interaction with both users and search engines. Although this guide won’t tell you any secrets that’ll automatically rank your site first for queries in Google (sorry!), following the best practices outlined below will make it easier for search engines to both crawl and index your content.

Search engine optimization is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results. You’re likely already familiar with many of the topics in this
guide, because they’re essential ingredients for any webpage, but you may not be making the most out of them.

Search engine optimization affects only organic search results, not paid or “sponsored” results, such as Google AdWords Full SEO Guide Here

Google extends search engine optimization possibilities with voice search

Nov 20, 2008   //   by FreshTraffic   //   Google, internet marketing, search engine optimization  //  1 Comment

Online search provider Google has announced the launch of new voice search capabilities for Google Mobile App on the iPhone.

Gummi Hafsteinsson, product manager for the Google Mobile team, wrote in the official blog that the use of this tool can help to improve search engine optimisation for many businesses as it enables the user to input their location and retrieve results based on a user’s whereabouts and their proximity to what it is they are searching for.

Once the application is up and running on the phone, the user does not have to press any buttons to search the internet – they simply hold the phone to their ear, say what it is that they are looking for and wait for a beep to signify that the app has understood the request.

Meanwhile, Nick Fox, director of business product management at Google, recently commented in his blog that the company is continuing to experiment with advertising in unconventional places – for example Google’s sponsored content on the social video networking site YouTube.

News brought to you by Fresh – a best practice Internet Marketing Agency

Stop In-House SEO Disasters Now!

Oct 10, 2008   //   by FreshTraffic   //   Google, seo, SEO Expert  //  357 Comments

The central focus of many SEO efforts is reaching the right people with the right information at the right time. Third-party search engine marketing firms, many of whom work tirelessly helping clients consume information in the highly dynamic world of SEO, face many challenges.

Third-party vendors or agencies are often forced into difficult situations in helping disjointed entities, such as design and programming departments, communicate effectively and achieve compromise to procreate sound discipline and ultimately achieve victory over hypocrisy.

What if you were the one on the inside, making the moves? I talked to in-house SEO folks about their daily frustrations in order to come up with a few best practices and identify problematic personalities. Here’s a discussion mash of that dialogue.

Megalomaniac Entitlement Syndrome (MES)

The MES (pronounced “mess”) brand of evil is easily identified as the “noob” with a passion for screwing up otherwise well-intentioned plans. The “noob” is not to be confused with the other form of new player, “newb,” in a particular arena who actually has intentions of getting better in a particular discipline.

A “noob” is just in the game to create chaos for the sake of his or her ego. The megalomaniac usually carries a senior management title (hence the entitlement) and can be identified by making unusually arrogant requests of the in-house search specialist.

Such requests can be identified very easily and will include irrational, ego-driven demands. For example, having just received one’s massage license, MES afflicted will demand to be number one in search results for said term and feel entitled to that position. The problem here: someone may actually promise the MES afflicted said position.

In-house SEO folks say the best way to counteract the effects of MES is to identify it early and treat it with a barrage of rational ideas. Sadly, many of the untreated MES afflicted end up either driving themselves or their staffs into a padded room.

Ill-informed Executive Decision Maker (IEDM)

Similar to the MES entry, the IEDM (pronounced “I-idiom”) is identified by making nutty decisions armed with enough information to be dangerous. For example, the IEDM may say something like, “My brother-in-law knows all about that search stuff, and I hired him to help you.”

According to many of the experts I spoke with, said brother-in-law is so poorly equipped to handle anything search related, he often causes nearly irreparable damage with his “advice,” and the in-house SEO practitioner spends more time doing damage control than achieving results.

The IEDM is a massive delegator that has yet to learn the delicate art of delegating to competence, as opposed to incompetence.

Counteracting the effects on an IEDM can be pretty simple. Many accept the nepotism or favoritism as a part of doing business and simply ignore the advice of said consultant while implementing their own strategic plan.

Screwball Consultant Meltdown (SCM)

The SCM (pronounced “scum”) is an affliction of the highest order that affects many in-house SEO folks who are either duped by consultants with a great sales pitch or have consultants forced upon them by IEDM’s.

SCM is a progressive disorder that usually can’t be treated with early detection. Those affected by the SCM often don’t see it coming. The consultants often bypass the in-house SEO practitioner and consistently attempt to undermine their efforts by abandoning contact protocols. They reach out to senior management directly and pile on unrealistic expectations, armed with misinformation.

There are few effective treatments for SCM, though the disorder has been linked to causative factors associated with the creation of IEDMs. Many have applied the IEDM treatment to SCM, though once meltdown has been realized, some never return from the abyss.

Matt Cutts Hater/Manipulator (MCHMr)

The MCHMr (pronounced M-C-hammer) spends all of his time reading Matt Cutts’ blog and attempts to counter-engineer or circumvent the efforts of Googlers everywhere. The MCHMr views everything Google does as evil, and this psychosis has bled into other areas of his or her life.

You can identify the MCHMr by intermittent but consistent negative references to either Matt Cutts or other Google representatives. They will attempt to dissuade senior management from listening to logic and reason by suggesting that Google is simply furthering its own evil agenda.

To date, the best way to counter the MCHMr is to stay on top of the information produced by the Google team, cross referencing the information with your own logical conclusions, and citing that information in each tactical execution.

And Yet, It Still Happens

The world is changing, but not as quickly as we’d like it to. Believe it or not, I still get calls from brand marketers and site owners (names withheld to protect the desperately naive) asking for advice on the best “SEO software.”

“SEO software?” Nice one. While I’m at it, I usually also pass along Batman’s phone number and contact information for the Green Lantern, just in case.

At the end of the day, whether you’re in the house or outside it, fighting the good fight is never easy. Though we don’t do it enough, hat’s off to the in-house SEO practitioners everywhere.

UK Online ad spending to overtake TV this year

Jun 18, 2008   //   by FreshTraffic   //   Google, internet advertising, online advertising  //  6 Comments

The Internet will overtake television as the biggest advertising medium in Britain this year, with over 19 percent of total ad spend, according to a forecast by Enders Analysis.

The main engine for growth continues to be paid search on sites such as Google but Enders said it had also seen early signs that the popularity of online video is now making a small contribution to a shift in advertising from television to the Internet.

Analysts previously said advertising budgets had moved to the Internet at the expense of newspapers in Britain — the most developed online advertising market in the world.

“Rising internet consumption and surging consumer e-commerce continue to drive strong growth in online advertising, particularly paid search, in spite of the deteriorating economic outlook,” the report said.

“Our forecast for 2008 is that online advertising expenditure will grow 26.4 percent in nominal terms to 3.56 billion pounds ($7 billion), overtaking TV ad spend, which we expect to fall 2.5 percent to 3.39 billion pounds.”

The report said Google would remain the biggest beneficiary of the growth in search advertising and predicted it would take 80 percent of UK spend on search advertising, up from 78 percent in 2007.

It predicted growth in online classified advertising, which increased 54 percent in 2007, would slow in 2008 due to declines in recruitment and property listings.

One source of growth is online video, however this could still be hard to develop as many of the most popular videos are short and user-generated clips put on sites like YouTube.

The report said broadcasters and online portals were achieving high CPMs — the all important cost per 1,000 views of an advert and a common industry metric — for in-stream video ads, reportedly averaging around 20 pounds, compared to 6 pounds for television spots.

However it warned that the high prices were a result of limited supply and said they would fall as volumes increased.

“In total, we estimate online video advertising will amount to about 35 million pounds or 1 percent of TV ad spend in 2008, with many advertisers using existing TV spots, the report said.

“Not all this money will come from TV budgets, but there are early signs of a direct shift in spend from TV to the Internet over and above the broader shift to online.”

Enders Analysis provides independent research on Telecommunications, Media and Technology.

Some basic SEO instructions

Jun 13, 2008   //   by FreshTraffic   //   Google, search engine optimization, seo  //  149 Comments

SEO is everywhere, and there’s millions of pages out there telling you how to meta tag this and hyperlink that, and you’ve slowly found yourself drowning a sea of technical jargon. What about SEO made easy? Take a moment, and think about how magazines are put together.

The Table Of Contents tells you story titles, often times gives a brief description, and provides the page number telling you where you can find any particular story. In relation to SEO, the table of contents could be considered the sitemap.

Now flipping over to a story page, the titles will be printed in big, bold font. Occasionally, there will be a brief synopsis about the story, in an italicized font that is a bit bigger than the rest of the story. This in relation to Search Engine Optimization could be considered the title tags.

Pictures throughout the story are found with captions that tend to further develop the story, by describing the picture. When it comes to optimization, this could be considered providing a tag for all of your pictures.

In a longer story there will typically be subheadings, in either a larger, or italicized font. The primary body of the story will be a in regular plain text, with the occasional bolded or italicized word or phrase. Keywords!!

A person who is flipping through the pages can by analyzing the title and other large text on the page, can quickly assess the content and make the decision as to whether they want to read the full story. People are GoogleBots?

When all of the fancy words, and technical jargon are stripped away, the above pattern is a portion of what tickles Googles fancy. Sadly, the rest is that stuff I told you to forget in the first place.

SEO’s Help Google’s Appeal

May 9, 2008   //   by FreshTraffic   //   Google, search engine, search engine optimization  //  198 Comments

Search optimization may be a Google asset

In theory, any company should be able to compete with Google on search. Yet Google owns some two-thirds of the queries made in the US search engine market.

Scenarios where another search site gains enough share at Google’s expense don’t present themselves readily to us. People use Google for search, and keep on using it.

Jupiter Research considered the question of why Google has no real competition in search. Sorry Yahoo, Microsoft, and everyone else, the numbers are what they are.

But the apparent barriers to entry that David Schatsky discussed shouldn’t keep any site from competing handily with Google. Why they don’t remains a mystery, with one suggestion by Schatsky’s colleague Emily Riley hinting at search optimization being part of the issue:

The kind of benefits that accrue to incumbent market makers like eBay are somewhat weaker in search. After all, a lack of advertisers shouldn’t necessarily make a search engine less appealing to users, who are more sensitive to organic results and performance. Emily points out, though, that the relevance of Google’s organic results may benefit in part by all of the SEO benefits that focus on them–a level of focus they attract because of their market leadership.

Webmasters want to be in Google because the traffic is there. Searchers wish to use Google as they know the content will be there. All in all, a nice circle of supply and demand, tailored to suit Google best, keeps it at the top of the search engine world.

GEO SEO

Apr 16, 2008   //   by FreshTraffic   //   Google, internet advertising, online marketing  //  415 Comments

Geo targeting (in internet marketing) is the method of determining the physical location of a website visitor and deliver different content to that visitor based his location, such as country, region/state, city, metro code/zip code, organization, ISP or other criteria.

Or in more generic terms, “tell Google your address so they can share with potential customers”.

Geo-targeting is the practice of catering to internet searches based upon their addresss. And it’s smart SEO. Many search engines and directories offer some type of geo-targeting capability. Usually, these normally require that your physical address be included on your web site, or that you list your site in the right section of a directory.

“Location! Location! Location!” Well, location is becoming more and more important on the Internet as it in the real world, so don’t skip the geo-targeting aspect of search engine optimization. Give search engines and directories the extra information they need to ensure that your site shows up in locally.

-N

Google SEO Expert Visiting Costa Rica

Apr 10, 2008   //   by FreshTraffic   //   fresh traffic, Google, internet strategy, jerry  //  134 Comments

He turns more work away than he takes, he has a select client list ranging from NASDAQ listed companies to Celebrities.

He is the person Google (Yes the Big G) paid out of court and served a NDA on in 2004 not to divulge any information on it’s search engine algorithms for years.

He once had 7 of the top 10 listings in Google, Yahoo & MSN for major keywords in the industry he worked in, scooping $100,000 – $200,000 commission cheques every month for years

Since those days his talents have been requested by some of the largest giants in industry.

For the first time ever he is visiting Costa Rica, the home of online poker and casino website companies.

Need an insight on how to be top of tree the right way?

Call Now to make your appointment 1 204 661 5295 Limited availablity. 15th -18th April

Who is this guy, our very own boss here at the Fresh Group Jerry Booth.

Office in the USA, Canada & UK

Post by Nathan