Category Archives: web site marketing strategies
I recently worked on an astonishing client account. For a highly-searched, national keyword, they had the 1st position on every search engine (Awesome problem to have as an SEO, eh?). This was the most relevant keyword to their business, so I started looking for associated keywords – again, first position for every word. I started checking secondary keywords – again, first position.
At this point, what is an SEO company to do? All the low-hanging fruit is picked, and they are doing great for traffic. Where should we start allocating budget?
You have hired a firm to conduct your SEO campaign. The correct keywords were chosen, on-site changes have been made, link building efforts are ongoing, and your website is ranking in the top three positions on the three major search engines (for your respective keywords). You even have the analytics that show a large number of visitors to your website. All is well…except you’re getting little to no business from all of the “success.” What gives? Read On
Anyone who has ever written on or read a blog in the last oh, say, 50 years knows that a lot of blogs are jammed up with a lot of comment SPAM. For some reason, some internet marketers or so-called SEO experts think its a smart tactic. It’s not.
Example of a bad blog comment: this one is for a site called http://afghanrelief.org/. I don’t think they realize whomever they are paying for this work is really hurting them, so sad. Read On
When it comes to their business website, too many small business owners still cling to the false notion of, “If you build it, they will come.” The idea is that having a web presence will get the job done. Put up the site, get the products on there, slap the logo on it and watch the sales roll in, right?
Once upon a time, when the concept of a business website was fresh and exciting, that may have been true. But times have changed. You can’t crank out any old website and expect customers to magically line up like the cars leading to Ray Kinsella’s remote baseball field.
As 2009 begins to blasts into 2010 I’ve been thinking a lot about how to do more with less, on how to focus on the most important, and on how to let good things not get done and instead focus on the getting the best things done. I hear over and over again, “We need more visitors to our site” or “We need to get 20,000 visits per month and we’ll be all set.” Lets step back a bit and think about what those visitors mean to the business.
If my website gets 100 visitors today and I sell my product or service to 2 of them, then my conversion rate is 2.0%. Could I get this conversion rate up to 4.0% and sell twice as much stuff with the same amount of visits? In a word, yes. This can be accomplished by optimizing the conversion process on the website. The folks over at Conversion Rate Experts have a great “free” article that includes 108 things you can do to improve your conversion rate. All 108 are very insightful and worth the time to read.
Ever wonder if there is a stable, predictable equation for figuring out if your ROI will be worthwhile on your Internet marketing investment? There is!
There are lots of variables and assumptions you’ll have to make, but the more data you make these assumptions from, the better your prediction model will be.
As humans we are always looking for the quick win, the magic pill, the painless success. It’s got to be built into our DNA–conserve resources, achieve the most survival with the least expenditure of energy. So it comes as no surprise to me that my SEO clients continually want to take shortcuts with their SEO or their online marketing in general, but specifically with their SEO efforts.
There is No Quick Shortcut to Success
The brutal fact of reality is that there is no magic pill for SEO, it does and will take time. The search engines reward quality resources with quality search positions.
Ask these questions about your website: Read On
Dealing often with client budgets, I have come to realize that buying Internet marketing services is nothing like buying groceries.
When you are buying groceries, you buy the product at the cheapest price possible. There is no differentiation between a box of Hamburger Helper from Smith’s or from Albertson’s, and you’d never go to the store purposely that sold it for more. Read On
People mistakenly think of social networking as a way to market – to quickly make an impact. They want to be on Facebook, Twitter, blogs, and other sites. They want to try every new technique they read about.
The way most people approach social networking sites is like hiring people to hand out business cards to as many people as possible. They want to advertise, not be social. Social networking sites are about being social – which means interacting – but rather than to one person at a time it’s to a group.
I recommend that you go deep rather than wide. Choose one social network or platform and do that well. Social networking is high touch – it takes time and expertise. If you go too wide and shallow you likely won’t see results. Instead go deeper.
Guidelines for social networking – ways to be more social online:
- Find people in your target market who are already popular and try to get noticed by them. Add them to your network and see who their friends are so you can add them too.
Example: It’s like you’re new in town and you need to find who the happening people are and work up to hanging out and being seen with them. Just by being seen with them you’ll get noticed and be more popular. While you’re street team might not be online, there might be someone they know who is very well connected on Facebook or online. Find that person. Friend them. On Facebook, you can suggest other friends.
- Interact with popular people who are in your target market online. Comment on their blog, their videos, their pictures. Leave a comment on their Facebook Wall. Follow them on Twitter. Read their blog.
- Track (use Google Alerts with your business name and perhaps the names of people or names in your space you hope to reach) so you can keep in touch with what’s happening and find new people to reach and news to talk about. If you get a Google Alert and find someone has blogged about you, write about it on Facebook and link to the post. Blog about it if you have a blog. Link to it on your MySpace page. Put it on your web site. Twitter about it, etc.
- Create content you can use on social networks – collect pictures (Flickr), video (YouTube), audio files. Use this content across the social media platforms you are on.
- Ask your network to teach you by asking their opinion. They have egos if they’re popular and by asking them you are showing that you recognize that they’re in the know. Example: Today I asked my Twitter network which headline they like best out of two I wrote. I got about 10 answers and #2 was the clear winner. This took less than 30 mins. But I had to build a network first. When you write about other people you compliment them (whether you blog about them, Twitter about them, or have a picture or video that has them in it).
- When you get a decent following or a lot of content, add links to your web site. So you might have a “find us on” Facebook (logo and link to your profile), MySpace, etc. You could feed in your Titter updates to your home page, etc. In other words, you can integrate all the channels. Blog updates can auto post to your Facebook page, Twitter can automatically produce a blog post of your recent tweets…all to reinforce what you’re doing and bring you buzz.
There is a learning curve and it takes time to build relationships, just get momentum going by starting to communicate and by communicating regularly on social networks. Once you start communicating you need to have a commitment to continuing to engage.
Choose one or two places to focus (places where your demographic is hanging out) and go. Here’s a press release about a large study of social networks that is find helpful to decide where your target market is hanging out online: http://business.rapleaf.com/company_press_2008_06_18.html