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Browsing "website optimization"

Employing an SEO Specialist

Jun 18, 2007   //   by FreshTraffic   //   internet strategy, seo strategies, website optimization  //  410 Comments

Not a question I really wanted to get in to but keep getting asked, How much should a SEO Specialist cost me to employ? Well here’s my answer as always shooting straight from the hip.

Well that I suppose depends on lots of different criteria.

Is the SEO going to be employed In House?

It it a senior SEO Role?

Are you employing the SEO Specialist on Contract? or Results?

How good is your SEO Specialist?

Ask many people and you will get many different answers, I am a true believer in Pay Peanuts, Gets you Monkey’s.

I know SEO Professionals that have earned 500k in a year, but the company they did the work for have benefited 20 times that much from the expertise provided, you see other jobs advertised, especially in the UK wanting a top of the tree search engine marketer come search engine optimizing wizard wanting to pay 30k -40k.

Now the way I see it is that anyone who knows they are good at what they do, with results and references to prove it would not look at that position, he/she will probably already have a few of there own clients, get inquiries from new ones on a regular basis and probably charge out at up to 1k a day for work they do.

Now I am not suggesting you have to pay every SEO this amount, some maybe, but put the boot on the other foot for a minute.

You may have an online business, you maybe a large media company, (some of these need real help at the minute)or just a one man band.

Now lets just say you paid the top rate for a day or two, but your sales treble, your serps were on the first page of Google and your phone was ringing of the hook, then all of a sudden this would be good business and money well spent if someone asked you.

Unfortunately this does not always happen, why? Like all businesses some are better than others, you would not buy a SUV and expect it to perform like a Ferrari, the same goes for all things.

One of my biggest moans is website design, web designers do a great job at making your website look brilliant, but they are not seo specialists, they are not search marketing specialists, they are web design specialists, no where on my own website do I ever claim to be a web designer. I can do simple ones but I leave that to the people who know what there doing, a website designer specialist, hence SEO and SEM should be left to the experts in that field.

I can count on one hand web designers who are any good at optimization, they can write code, do php, css, java the lot, anoraks at what they do, but having a great looking website with no visitors or serps is useless, horses for courses.

So in answer, you get what you pay for, like everything else in life, but like my old nan use to say, Cream always rises to the Top.

The Definitive Guide to Building Quality Inbound Links

Jun 10, 2007   //   by FreshTraffic   //   fresh traffic, internet strategy, website optimization, website principles  //  161 Comments

Every web site needs links, rather a lot of links to improve there link popularity which in turn leads to higher search engine ranking. Higher search engine rankling will drive more traffic and more sales and profit. Inbound links can be created by link exchange, buying links or making a site so useful that other website owners should link it naturally. Links from similar theme based sites drive more relevant traffic which is interested in the product and services you provide and also result into more sale conversions. There are various question while getting inbound links i.e. Is link quantity important or is it quality? or What should be the theme of the site giving inbound links and many more. We have made the following quality guidelines which must be followed while buying a link or getting inbound link by other means from other web sites.

· First of all you should get One Way Links Try to avoid reciprocal, if this is not possible you can go for three ways links.
· Links must be from closely related or complementary websites to the theme of your website. You should consider the theme of the whole site which is more important but if the website falls in broad match theme you can consider the theme of the pages from where you are getting your inbound link.
· You should not get more than one link from one domain.
· The more outbound links a page the less value the link has. Please ensure that there are not more than 30 links on any page from which you are getting inbound links.
· Links should contain the target keyword or key phrase as a text hyperlink and you must vary the link text.
· Links should contain the target keyword or key phrase as a title tag on the text hyperlink.
· Dont get only links for a home page you must have deep linking to sub pages which are important on your site to make the link building strategy more natural.
· Links should be followed by a short description of the target website it should also contain related keywords.
· You should make sufficient randomization in the anchor text and associated link description text so as to not have a set pattern of linking.
· Staggered deployment of the links to avoid any search engine penalties no more than 30 every 4 weeks.
· Link should not be from framed page or java scripts.
· Links should not be through redirection script i.e jump.cgi , out.php it should be direct so that search can consider it as vote.
· Links should not include a “nofollow” tag or any other robot tags.
· Links should not be on Flash sites or pages.
· Links should not be on a links page excluded by a robots tag.
· All Links should not be on a site penalized or banned by Search Engines.
· Links not from link farms or link exchange sites, FFA’s, linking clubs example: or any free sites.
· Links should not be from same IP – from sites with unique c-class IP addresses only.
· Link should be from pages which are already indexed by search engines.

If you follow the above quality guidelines we ensure that your link building campaign will give the maximum possible benefits to improve you link popularity and search engine ranking. Be sure that link building campaigns are spread over a time so that there should not no sudden surge in the incoming links count.

Call for a free consultation at www.freshtraffic.ca

Your PPC campaign and DayParting for maximizing ROI

Apr 27, 2007   //   by FreshTraffic   //   internet advertising, website optimization  //  Comments Off

What is DayParting?

In broadcasting, dayparting is the practice of dividing the day into several parts, during each of which a different type of radio programming or television programming apropos for that time is aired. Programs are most often geared toward a particular demographic, and what the target audience typically engages in at that time.

For example, rush hours are often particular dayparts for radio stations. Traffic reports are usually given at these times, and rarely at others. On TV, mornings are often filled with children’s programming (especially on weekends), while late-nights are attractive mostly to young adults.

How does this relate to the web?

Simple: Advertising!

As you may be aware, Pay-Per-Click is the most cost-effective form of advertising available at the moment. The concept is to show ads which advertise your product or service, and you only pay when someone clicks your ad which takes them to your website.

What most advertisers do is they set up a PPC campaign, and then let it run ad-infinitum, simply paying their Google invoice every month.

The savvy advertiser may notice certain trends though. What days are most purchases happening? What time of day are most conversions taking place? These are very important metrics to understand when it comes to PPC advertising.

Applying dayparting to PPC advertising is simple: If you know that your product sells best during specific hours of specific days of the week, why then would you pay for clicks 24/7?

Just turn off your campaign in off-hours, and you’ll save a bundle, which you may be able to contribute to boosting your campaign during peak-hours.

Of course you can do this manually every day, or you can focus your energy on other money making ideas and automate your DayParting.

Call Fresh Traffic Solutions to stop wasting money today

Sales Techniques for the SEO Consultant

Apr 16, 2007   //   by FreshTraffic   //   internet strategy, search engine marketing, website optimization  //  9 Comments

The motivation to write this post came after reading Todd’s post regarding Negotiations and Client Sales for SEO Consultants. Todd’s post is about how to handle selling a prospect when they call you for SEO Consulting. My post is about the opposite scenario. It’s how an SEO Consultant can sell a prospect when the SEO Consultant initiates the call (cold calling). Sales is a necessary part of every business ( as uncomfortable as it may be ).

When I worked at Did-it, they invested in training all employees on Sandler Sales Training (no relation). In my opinion, that’s was a very smart corporate strategy/edge. Pattern Interrupt, Mirroring, and Reverse Selling were a big part of it.

One of the sales trainers called my voice mail, pretending to be making a sales call. He didn’t do half-bad with only getting a 10 second prep on what is SEM. Below is my transcription:

SALES SCRIPT:

Hi Jay, this is Your Name calling. This is kinda an ackward call…we haven’t actually spoken before…maybe if I took a brief second to explain why I called, you could decide whether we should continue or not?

[Prospect says, “Sure”.]

Okay. Great. First, I’m calling from a company called Did-it. We specialize in managing Search Engine Marketing campaigns. What we do…uhh…it might not make any sense for you. But, typically, the companies or people I speak with like yourself that are interested in having a conversation…they may complain to me about things like…CPC prices are going up, and their ROI is going down, they know there is a lot of business is out there on the web, and each deal is worth a lot of money for us, but we’re just having a challenge pulling it in. They’re really not sure what to do. Paid Search is getting more & more challenging.

Now here’s the thing. At this point, I’ll leave it up to you. I don’t know if you’re having any issues like that. Are you experiencing any challenges with Paid Search?

LISTEN CAREFULLY.

Then ask PAIN QUESTIONS:
1. Tell me more about that.
2. Is that a big deal?
3. How long has it been going on?
4. How does that affect you?
5. That stinks.

If he says, “Not interested”. Say….

Really? Sounds like we’re done. Can I just ask you a research question? If there is one aspect that you could improve in your Search campaign…What would it be? What keeps you up at night?” [Listen to him]

I know we said it’s over. But, you should know you’re not alone. That’s exactly the kind of thing we work on. However, I need to learn more about your business & campaign before I can be absolutely sure we can help you. If you don’t have time now, would you like to schedule another time to speak about that specific issue?

For a PPC Consultant, work into the conversation some operational questions like:
1. What are your Campaign objecties ( Share of Traffic, ROI, CPA, Position, CPC, etc.)
2. Monthly spend?
3. What engines are you on?
4. How many keywords?
5. Are you using any technology for Bid Mgmt and Conversion tracking?
6. How are you optimizing the campaigns now?
7. Do you have a creative strategy?
8. Are you doing any testing? (What are you testing?) (ad copy, positions, keywords, landing pages)?
9. Are you doing any Local Search vs. Global reach?
10. Are you doing any Demographic Targeting?
11. Are you managing your Search campaign or is it outsourced?
12. Have you tested high-cost phrases vs. low-cost phrases to see which delivers a better ROI?
13. Are you using Keyword Matching Options like Broad Match, “Phrase Match”, Negatives, and [Exact Match]?

For an SEO Consultant, here are some conversation starter questions:
1. Are you equipped to handle an increase in business?
2. How are you driving traffic to your site now?
3. Is the landing page that appears in the SERP’s the one you want to appear?
4. Do you know what percentage of your Share of Traffic is for your Keywords?
5. Have you conducted a Keyword Analysis?
6. How much traffic are you getting now? Organic vs. Paid?
7. What are your highest traffic keywords?
8. Do you use Web Analytics?
9. Have you previously done any SEO on your site?

Posted by Shimon Sandler

The Secret To Improving Your Web Site Traffic Ranking

Apr 14, 2007   //   by FreshTraffic   //   Google, internet news, website optimization  //  12 Comments

Ever since Google introduced their page ranks(PR), web site traffic rankings, took on a whole new dimension. Today, page ranks is a much talked about subject and a very important factor in your web site traffic ranking. Although your traffic ranking is only relevant with the Google search engine, it is important to realize that many of the smaller search engines draw their ‘relevance’ from Google – meaning that a high web site traffic ranking with Google will most certainly benefit you on the other search engines. Search engine traffic is still the best source of traffic on the internet and the more of it you can get the better. By improving your web site traffic ranking even on just one search engine, you can become more important with all the search engines.

So what is a web site’ page rank anyway? The ranking system is nothing but a way for Google to assign a level of importance to your website. When someone searches for something the ranking determines what’s most relevant and what’s the most important information on that specific search term. Think of the entire internet as one big library of information. The search engines act as indexing systems that helps you to find information in this big library. Just like in a ‘normal’ library, certain books are more important and more relevant than others. Instead of you having to go to every website to find the most important and most relevant information, Google assigns a page rank that predetermines the importance and relevance of your website. When someone searches for something specific online, the page rank of a website will largely determine which site is most important and what the specific web site traffic ranking is for that search.

If two websites contain exactly the same information, the one with the highest page rank will be the one that gets shown in the search results. One of the easiest ways for Google to determine whether your website is important is to see whether other websites value your website. In other words if other websites link to your site it means that your site has something that other sites think is important. Google likes this, and if other sites like you then it is very likely that Google will also like you.

Getting links to your website is one of the best strategies for improving your web site traffic ranking. But it’s not as simple as that. To make some more refined distinctions between important and unimportant websites, Google will also check the traffic ranking of the site linking to yours. Getting one link from a website with a page rank of 6 will mean more than ten links from websites with a page rank of 2. So, it’s not just about getting links, but it’s about getting quality links from high PR websites in the same niche as yours (must be relevant information). Always try and keep the ‘human factor’ in mind – search engines provide a service and that service is to serve people with the best information for their needs.

With web site traffic rankings it is important to distinguish between importance and relevance. Relevance is determined by standard SEO practices of your content, your keywords and the actual information on your website. Importance is determined by your page rank. Doing the one without the other won’t be of any use if you want a high web site traffic ranking with the search engines.

When the whole ranking system became important, several marketers got smart started building what is known as ‘link farms’ or ‘link exchanges’ where different web masters exchange links and by the sheer amount of links they were able to boost their web site traffic rankings significantly. Google quickly caught on to this and now distinguishes between one-way and reciprocal links. A one way link is worth much more than a reciprocal link. These types of link exchanges are becoming less effective and you will be much better off spending your time and effort building quality links from high PR and authority sites in your niche – preferably one way links.

One of the best strategies for building one way links from high PR websites is to write articles and submit them to article directories. Your links within the article is a one way back link and many of the article directories have very high web site traffic rankings. This can be very time consuming but well worth the effort. Many authority sites with very high PR’s offer the opportunity for you to exchange links with them or to post comments or list your website in their directory. These are worth gold and getting one way back links from these sites will help you greatly in working your way to the top of Google’s ranking.

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