Browsing "internet strategy"
When you’ve decided you need to give your website a facelift, whether it’s dated images or content or perhaps to remove flash or java elements, you may find that you’re in a pool of options much deeper than you bargained for. Joomla, Drupal, PHP, ASP, there are easily a hundred different types of content management systems you can make use of. Personally as an SEO I prefer working with HTML and CSS as it’s elegant in it’s simplicity.
Why a content management system? Because it’s easier for the end user after the site is completely built. It allows the owner of the site to be able to login to the site, to make any changes or additions that they may deem necessary, it allows the designer to create a site to your specs and leave it with you to manage in the end. This is a great idea from a designers view as maintenance and upkeep are out of their hands. As a user however, if you’re not mindful of the content you add and change, you could accidentally find yourself kicked out of the SERPs. The safest way to ensure that all of the rules and guidelines are being followed is to be in league with a search engine optimization expert. Someone who you can contact and who can direct your online efforts to better position yourself on the organic search listings.
What type of website you have built, also determines the level of difficulty your SEO will be confronted with online. There are nuances and intricacies which exist in code which can go so far as having as simple a mistake as an extra space in the page completely takes your site down. It’s of importance when you’re contracting someone to perform your SEO, that they know your CMS and are comfortable in using it.
There needs to be some distiction made about those who are truly search engine optimization experts and web designers. Web designers selling themselves as SEO experts aren’t going to do you the services you may need or require to get the results you desire. Purely SEO companies will most likely not be able to design and build you the website look you desire for your brand. Just like you wouldn’t hire a plumber to build your house, you don’t hire a web designer to perform your SEO.
Search Engine Optimization, we’re in the business of driving your website to the top of the search results relevant to your industry. A lot of the time, it sounds too good to be true, that when reaching this position you can literally count yourself as a leader. So you sit back, relax and watch as the visitors pour in. And then you start to notice something you didn’t prepare yourself for, your visitors start dropping off.
Where you once were receiving hundreds of qualified visitors to your site, you’ve watched it drop off to a trickle of where you were at your peak. So what happened? Did your SEO expert fail you? Possibly, we do make mistakes from time to time. But the first rule of SEO is KISS it; Keep It Simple Stupid. With that in mind, grab your pencils and paper and let’s take a look at what are the contributing factors to dropped traffic.
First and foremost, check your content. Have you been creating fresh and compelling content for your site? Have you allowed your SEO to read it before you upload it to your site or did you just toss up what ever jargon you happened to jot down in a hurry? The search engines have always proclaimed that content is king and when your content doesn’t measure up anymore, you’re going to lose your crown. That means when you’re being creative, you need to bear in mind your visitor base. Do they understand industry terms? Or do you need to use generic terms. Will they be able to handle acronyms and specific statements about your products and services? Being hasty in the creation process can be a huge contributor to losing traffic to your site. Properly spelled, grammatically correct and most of all relevant to your site content, can drive you to the top of the mountain and keep you there like an anchor.
Another avenue to explore for you, have you done any massive changes to your website either functionality or design? If you’ve changed the way your navigation works on your site and didn’t properly relay that information to the search engines, you’ll likely slip off of search until the spiders find all of your content again.
Have you kept an open and consistent dialogue with your SEO expert? When a change is requested that needs to be completed, you need to bear in mind that the internet doesn’t stop. It doesn’t sleep, rest, eat or use the washroom. The bots are always out there, always searching, parsing and indexing. A requested change needs to happen as soon as possible. Lost time when making changes can make a huge impact on your search position.
The marketing game has changed significantly in the last 10 years with the growth of the search engines. Gone are the days of dumping a quarter of a million dollars into an ad campaign and waiting for the kick back from it. International marketing superstardom can be had with a well coded website with strong quality content created by one person sitting behind a keyboard.
There’s a million and one ways to make yourself found online, local, mobile, social, organic, ppc and within each of these there are countless other methods to work on. Let’s start with the assumption that you’ve followed all of the best practices when it comes to building your website.
You’ve used CSS and XML to create a uniform and attractive look. Used even simple things such as a doctype to tell your browser what it is that it’s reading. Creative, compelling content with a strong call to action which drives your visitors to buy your product, sign up for your news letter or forum and continue visiting your pages. Your images are tagged, your categories are tagged, you’ve worked hard at being the best in your niche market and are steadily enjoying the growing fruits of your labor. And then you learn, there is more which you can do to increase your traffic flow, visibility and as a result, improve your bottom line.
There’s always more which can be done in marketing yourself online, more steps which you can take to become more visible. That step you’ve taken to tag all of your images on your website properly? Congratulations, by taking a very simple step you’ve helped increase your visibility in the image searchs in both Bing and Google. With properly tagged and titled images, it helps your customers reach your site when you have clear pictures for your product to be seen.
Another strong step is issuing news about your company consistently. Whether you’ve closed that massive new merger which will allow you to double production or support, or even if all you’ve done is decided to hold a spring cleaning sale. It’s important to remain active in the eyes of your customer. This is where a blog is an amazing tool for your business, both small and large. It’s an ideal space for all of the aforementioned releases, as well as a location for your clients and customers to reply to your posts and even suggest improvements if some are needed in their eyes.
If you’ve cornered your niche market, and created your very own brand image offline, it’s extremely important to continue that leverage online. As an example, it wouldn’t do Pepsi or Coca-Cola any good to have direct queries for their brand name, direct users to competitors websites. It’s lost revenue and a lost avenue for income.
And if you provide a product or a service which has many steps or intricacies, it only helps your case to develop your very own how to pages on your website. If you provide a specific style of door knocker as an example, providing clear and concise directions on your website on how to install and care for your product can help instantly transform a curious searcher, into a new customer.
Since Mr.Page has taken hold of the reins of the Google ship, he’s made some clear moves to date. Appointing 7 executives who he can deal with directly in order to steamline any changes in their products, and to serve up a Google wide memo to prove just how serious they are about getting social.
Pages memo is quoted as: “strategy to integrate relationships, sharing and identity across our products. If we’re successful, your bonus could be up to 25% bigger. If not, your bonus could be up to 25% less than target.”
So it’s time to take that 20% free initiative time and develop the next social step stone at the Google Plex. It’s interesting, and a little scary to see Page directing so much development power towards a single goal with the Google engineers, it’s going to be an interesting year in the social market I’d bet.
And as if not to play any favorites, the Department of Justice has decided that yes Google can have ITA, but we get to watch what you do with it. Oh and also, you need to share it with everyone. And development? You can’t put anymore money into it than ITA already has.
Those may come across as negative points, but on the whole they’ll help foster a more powerful travel search feature across multiple platforms. Everyone is a winner, Google gets what they want, and the travel industry gets to share on the level of innovation that is developed from becoming part of the Google machine.
Since it’s inception and it’s growth to become the go to search engine for the majority of internet users, Google has tweaked, modified, upgraded and changed the way you search continually. Under the hood that is, the algorithm has been tweaked so many times it barely resembles that innocent little spiderbot that began it’s journey 10+ years ago.
Every time that they make a change in the coding, or an indexing priority change it effects the search results page and it’s relevance for the users. Last year for example in order to speed up the experience of search, Google implemented the Caffeine update which indexed and cached pages faster than ever before. Doubling the experience with Google Instant they brought the average search down to less than 10 seconds for the average user. The most recent major change was the Panda or Farmer update which was put into play to try and exlude major content farms and spammy websites from search results.
And a new shift which is underway, which only Google knows will take place, Google is currently reevaluating the relevancy weight that’s given to keyword rich domain names. In a short video blog, Matt Cutts discusses a few differences between domains in that you can go differing ways in search. With a brandable name, or with a keyword rich domain. And while there’s something to be said for having a keyword rich domain, it also needs to be pointed out that more often than not, brandable urls and company names prevail online. Take Twitter for example, you wouldn’t search for twitter by using social micro blogging site, you’d type twitter in the search bar, or even just directly into the address bar.
So just to be a little more clear in what Google has admitted they’re currently working on. They’re analysing the relevance of keyword rich urls to ensure they’re delivering proper results. And they’re going to be adjusting the level of relevance they give to keyword rich domains. Bear this in mind when the next SEO “expert” you speak to, who’s working from his basement or garage urges to you that you need to have a url with your keywords in it. Because after all is said and done, what’s in a name?
Content You have 2 options:
1) Good content without promotion
2) Good content with promotion.
#2 wins every single time. As long as there is a profit motive for good content, there is a profit motive for promoting it. SEO is one tool. SMO is another.
So why does word of mouth from brand advocates work?
Consumers trust Word of Mouth. Which means conversion rates are higher.
You don’t pay advocates. There are costs of course, but you’re not paying advocates to make referrals.
Brand Advocates are not just for Christmas. Paid clicks are ‘perishable’ advocates are not.
I’d add a couple of other reasons myself:
Advocates are integrated marketers. They are online, offline and through the line. They don’t differentiate the way your agency or media campaigns do.
They give your marketing campaigns wings. Advocates are often spurred to advocate your products and services when they come across your marketing messages. They increase coverage and impact of your other marketing activity.
Advocacy means UGC. Brand Advocates write nice things online about your brand. They create keyword rich content just because they love you. And we all know what search engines love.
Longer and Deeper love. One other benefit of identifying and cultivating your brand advocates is of course that they are likely to stay more loyal for longer – so your CRM gets a boost too.
So advocates are great, but how do you find them? aren’t they as elusive as a four leaf clover?
The answer is so simple it hurts. You ask them! The simplest survey question of them all ”How likely are you to recommend us?” – and BINGO, you know who your advocates are. Now you just need to cultivate them.
“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.”
There’s something to be said about the myths which surround SEO as an industry. In a way it adds a layer of ‘magic’ to the processes which can drive your website to the top of search. On the other hand, it allows the cheaters and snake oil salesmen to get in the door to respectable, naive business owners who only have half an idea.
Let’s face it, the world is going digital and online, the cloud is the next major leap forward as one of it’s goal is to eliminate the need for mass amounts of software on individual machines. Every major player in industry has recognized this fact, newspapers especially which have been hit substantially in the shift to online content generation and consumption. Radio and television have both added online content distribution to their industries, even going so far to use specialty content only available on their site to drive visitors. But they all know, the multi-million dollar advertising industries are slowly shifting their budgets to include online optimization in bigger and bigger steps.
Now if all of the big boys get it, that the world and it’s people are shifting online, what’s with all of the hesitation? Because unfortunately in the end business is ignorant and resistant to change. There’s short cut takers and cheaters in every industry, not just in the SEO/SEM world, and just like every other industry, when they’re caught, they’re thrust out into the light and are left to burn. The growing pains that the SEO industry is experiencing in Canada, Manitoba and Winnipeg in particular, is one of naivete. Winnipeg is a small city on the global marketplace, but with it’s geo-location it should be a significatly larger player that it is. All we need now is for the old, naive, ignorant and resistant guard to change, and let the youth take over. I’ve heard it said a number of times that once you’ve lived in Winnipeg it’s hard to really want to plant roots anywhere else. My reason why (unfortunately) is because Winnipeg just doesn’t change; at least not fast enough to be a global player.
There’s a massive amount of information on the Internet on absolutely everything, the downside of this of course is the (seemingly) even larger amounts of mis-information. This holds true in any industry, but when it comes to the topic of search engine optimization, it often seems that it’s not so much the fact and fiction mixed up. It’s more akin to the information being tossed in a blender and spread in a mess.
The most antagonizing part of all of the information out there, is that people who partake of what makes the most sense to them, claims to make them experts in the field. It’s from these same sources that the newest experts don’t even learn how to properly 301 a website, or are unable to tell the difference between paid links and paid advertisements. Some of the latest crop have seemed to be of the belief that building websites to rank for obscure long tail terms, is the same skill as being able to rank a client for their desired and preferred terms.
The whole idea about marketing your business is about driving qualified visitors to your website, where hopefully your SEO company has advised you on how to build your site to facilitate conversions. Whether it’s convincing visitors to sign up for your news letter, or to buy your product, or sign up for your discussion forums, the idea of pushing and marketing your site is to increase your bottom line, what ever it may be. Say for example your business is in making shoes, and your website has a built in shopping cart so your customers can buy custom footwear direct. Along comes the newest ‘expert’ in SEO and builds your site around a long tail search along the lines of ‘custom designed walking equipment’. You may shake your head an scoff at the idea, but it happens, and happens far too often.
No, this doesn’t mean that long tail searches are dead in any way, there are users out there who don’t use the Google Instant feature, or simply type out their entire query. But the point of my description was to drive home the idea that search engine optimization isn’t about tricking the search engines, isn’t about spamming on blog comments and posts and it isn’t about tricking visitors into visiting your website. It’s about driving qualified traffic to your site with the decision to purchase your product, or sign up for your newsletter or become involved in your community. Real SEO performed by the real SEO experts drives measurable, qualified traffic to your website to make your bottom line better.
What is the greatest guessing game you ask? It’s the game which has made Google, Microsoft and Yahoo, as well as other search engine start ups and even failures, piles of money just by mention of the word. Search, is the greatest guessing game.
What happened when Google took the game and applied it’s own rules, was dominate the online community as it propelled itself forward, clawing and fighting for all of the infomation it could find. There are various illustrations of the web which come to mind when it’s pictured. Firstly as a web of course, of interconnecting websites and pages, all of which the search bots, spiders naturally, navigate their way around and build up this interconnectability between them. I’ve seen pictures of the internet visualized as planets in galaxies and solar systems, as continents on a map and even as a DNA strand at one point. The best visualization I can come up with is that of an ocean, and all of the websites and pages of the internet are just kind of floating around. People are like little fish, darting around from point to point, sometimes finding what they want, sometimes not. But it’s a fluid environment, never the same from day to day and always on the move.
An article written about which search engine is better at delivering relevant results was the inspiration for today. It tried to demonstrate that by using identical results in different search engines, that one could clearly deliver better and more relevant results than the other. The reality is I believe, much murkier than that. Google is absolutely a brand name, and used extensively in all walks of life. Bing is working hard on branding itself as a decision engine and not a search engine, but in the end both algorithms do primarily the same thing. They guess at what you’re looking for, they guess that they’re delivering you what you want to see and they guess mostly correct only because you’ve already told them what you want to see. Whether it’s via your search history, cookies saved on your computer or even your directly typed search query. Search is still just a game, and for now Google still plays it best. The internet and online technology being what it is, we’ll revisit the topic in a year and everything may be upside down.
And with the Happy New Year celebrations behind us all, it’s that time again where people make those resolutions to themselves to lose weight, be a happier person, exercise more etc. The very nature of resolutions is a noble one, but unfortunately most people shoot too high, disappoint themselves for not being able to perform or maintain and end up quitting all together. The best method, is baby steps of course.
Of course I can’t tell you if you need to exercise more, or eat better, but I can promise that if you take baby steps involved with your online marketing, you will see results, and results which will leave you very happy and in a very strong position for the next holiday shopping spree.
Your first baby step, should involve actually breaking down your current online agenda. Is your website up to date? Has your site been built with tons of active elements like Flash or Java menus? Is it easy to navigate your website? It’s hard, but try and imagine visiting your website for the first time as a new visitor, can you find information quickly and easily? It’s a small, but extremely important step in reprioritizing your online efforts in the new year. If you can realize what needs to be fixed after all, you can move forward with confidence.
Your next step, after having a good honest look at your website, should be a stark examination of your current online marketing efforts. Are you an AdWords afficionado? Does your web copy read naturally, or is it full of technical jargon about your product or services? It’s a fine line to sell yourself online to new clients, you need to be able to explain yourself as simply as possible, as accurate and concise as can be.
Now that you have a clear staging point from which to begin, it’s time to bring in the experts. SEO and online marketing experts at Fresh Traffic draw on over 25 years of experience in providing Search Engine Optimization & Internet marketing solutions. As specialists in Online Brand Development & Search Engine Optimization, Fresh Traffic makes the Internet an accessible & successful addition to all businesses, driving more unique visitors & brand impressions to websites. We’re the best at bringing you the traffic you desire to your site, start the new year right and let 2011 be your best online year yet.